A LIVE PROJECT REPORT ON

COMPARITIVE STUDY ON CONSUMER

BUYING BEHAVIOUR OF HERO HONDA
AND PULSAR

Submitted to:
Mrs. Bhaktidhara Mohapatra
Faculty-Marketing Management-I
INC-Mira Road

PREPARED BY:
SUNIL D.TIWARI
8NBMM017
ICFAI NATIONAL COLLEGE
ACADEMIC YEAR
(2008-2010)

CERTIFICATE
 I Mr. SUNIL.D.TIWARI OF ICFAI NATIONAL
COLLEGE of MBA(SEM-I) hear by certify that the
project made on “COMPARITIVE STUDY ON
CONSUMER BUYING BEHAVIOUR OF HERO
HONDA AND PULSAR” in the Academic Year 2008-
2010 is true and original to the best of my knowledge.

SIGNATURE OF STUDENT
(Sunil D.Tiwari)

CERTIFICATE
I, Bhaktidhara Mohapatra here by certify that Mr.
SUNIL.D.TIWARI of ICFAI National College of MBA
(SEM-I) has completed the project on
“COMPARITIVE STUDY ON CONSUMER BUYING
BEHAVIOUR OF HERO HONDA AND PULSAR” in
the academic Year 2008-2010.

The information submitted is true and original to the

best of my knowledge.

Date:
Place: Mumbai
 DECLARATION

I Mr. SUNIL.D.TIWARI of ICFAI NATIONAL COLLEGE of

MBA (SEM-I), here by declare that I have completed this
project on COMPARITIVE STUDY ON CONSUMER
BUYING BEHAVIOUR OF HERO HONDA AND PULSAR
in the academic Year 2007-2009. The information
submitted is true and original to the best of my knowledge.

SUNIL.D.TIWARI

ACKNOWLEDGEMENT
I hereby take this opportunity to thank all those
people including my friends and colleagues who
have helped me for the successful completion of this
project.

I would also like to thanks my entire faculty guide for

the continuous support and guidance they have
rendered for the successful completion of this
project.

I express my gratitude’s towards my parents and

sister for their encouraging support, incandescent
sprit and endurance towards the making of this
project.

In the ends a special thanks to all members who are

directly or indirectly associated with the project.

INDEX
Sr.no Topics.

1) INTRODUCTION.

2) HISTORY OF BAJAJ

3) HISTORY OF HERO HONDA.

4) BAJAJ Vs HERO HONDA.

5) ANALYSIS.

6) CONCLUSION.
BAJAJ IN INDIA
Founded in 1926, the Bajaj Group is amongst the top 10 business houses in India. Its
footprint stretches over a wide range of industries, spanning automobiles (two-wheelers
and three-wheelers), home appliances, lighting, iron and steel, insurance, travel and
finance.

The group’s flagship company, Bajaj Auto, is ranked as the world’s fourth largest two-
and three- wheeler manufacturer and the Bajaj brand is well-known in over a dozen
countries in Europe, Latin America, the US and Asia. The present Chairman and
Managing Director of the group, Rahul Bajaj, took charge of the business in 1965.
Under his leadership, the turnover of the Bajaj Auto the flagship company has gone up
from Rs.72 million to Rs.46.16 billion (USD 936 million), its product portfolio has
expanded from one to and the brand has found a global market. He is one of India’s
most distinguished business leaders and internationally respected for his business
acumen and entrepreneurial spirit.

Bajaj Pulsar DTSi

Bajaj Auto Ltd has launched Pulsar
DTSi in its attempt to remain
'Distinctly ahead'. The all new Pulsar
DTSi is packed with the path
breaking next generation technology
of digital biking. Its various digital
systems like capacitor discharge
ignition (CDI) system, Digital console
and Digital Twin Spark ignition
(DTSi) provides efficient fuel
combustion and better performance
under all conditions. The latest DTSi
engine of Bajaj Pulsar DTSi, with
twin spark plugs and 8 bit
microprocessor chip, generates the pulsating 18 ps of power to excite the
bikers and its advanced exhausted technology ensures the great
performance at lower rpm.

The muscular aerodynamic shape of Pulsar DTSi and its 1350 mm of

wheel base with 17" large alloy wheels give this Bajaj bike a robust
presence on the road. For the first time in India, Pulsar DTSi is equipped
with an Oil cooler, tube less tyres and new digital console that makes the
Pulsar most sporty and stylish two wheelers on Indian roads.

Launched in three variants of 200cc, 150cc and 180 cc, Pulsar DTSi has a
price tag of Rs.70-75,000 (approx.) and up for sale throughout the
dealerships of Bajaj Auto India.

Key Features of Bajaj Pulsar DTSi

• Engine Oil Cooler to control the temperature and maintain the

high speed and rpm.
• Digital Odometer, Digital Speedo Meter, Digital Fuel Gauge and
two Digital Trip Meters contribute to enhanced riding comfort.
• Tubeless tyres for better road grip and stability.
• First bike in India with large 33 mm front fork for better shock
absorbing ability.
• Constant velocity (CV) carburetor for high level of performance.
• Split seat for better riding and sitting comfort.
• The new Petrol tank flaps give petrol tank an aerodynamic
looks.
HORO HONDA IN INDIA

“Hero” is the brand name used by the Munjal brothers in the year 1956 with
the flagship company Hero Cycles. The joint venture between India's Hero
Group and Honda Motor Company, Japan has not only created the world's
single largest two wheeler company but also one of the most successful
joint ventures worldwide.
During the 80s, Hero Honda became the first company in India to prove
that it was possible to drive a vehicle without polluting the roads. The
company introduced new generation motorcycles that set industry
benchmarks for fuel thrift and low emission. A legendary 'Fill it - Shut it -
Forget it' campaign captured the imagination of commuters across India,
and Hero Honda sold millions of bikes purely on the commitment of
increased mileage
Over 19 million Hero Honda two wheelers tread Indian roads today. Hero
Honda has consistently grown at double digits since inception; and today,
every second motorcycle sold in the country is a Hero Honda. Every 30
seconds, someone in India buys Hero Honda's top -selling motorcycle -
Splendor. This festive season, the
company sold half a million two wheelers
in a single month-a feat unparalleled in
global automotive history.

HERO-HONDA UNICORN
Be A Wing Rider

Honda Unicorn is the first motorcycle in

India to have hi-tech Mono Suspension,
which enhances the riding comfort and
control. This is the first motorcycle to
Indian market by the company setting up
new benchmark in the motorcycle segment with its swift acceleration,
superior mileage, international styling, riding comfort and convenience. It is
engineered and styled for the taste of the younger generation..
 Maximum
Company Stroke Displacement
Power
Honda
Motorcycles & 4-Stroke, single cyl, 13.5PS@8000
149.1 cc
Scooters India air cooled rpm
Private Limited

Key features of Hero Honda Unicorn

• Best pick up in its class.
• It delivers an incredible 60 kms to a liter.
• It is a perfect fusion of sporty & macho design.
• With Mono Suspension & Diamond frame, it takes all kinds of road
shocks with absolute ease.
• It is the only motorcycle equipped with a puncture resistant Tupp up
Tube.

BAJAJ(PULSAR) Vs HERO
HONDA(UNICORN)
 Vs

Bajaj Pulsar DTSi

Benefits: - The pulsar is a very responsive bike and pulls with authority. It's also
much smoother than before, plus it packs in a lot of goodies like a digital speedometer.
It is one of the most powerful 150 cc bike. It is the best equipped bike at present,
matched only by the Apache RTR 160.

Drawbacks: - There are just too many pulsars on the road today so it is doubtful
that anyone will give you a second look. It also has typical Bajaj problems like the chain
getting loose frequently. The engine although smooth is still not in Honda's league. The
gearbox is an improvement on older pulsars but again doesn't match with Honda.

Hero Honda Unicorn

Benefits :- The Unicorn's engine is the smoothest, quietest and most refined in this
group. Ride the bike and you will understand what Honda engineering means. It is also
the only bike with mono shock suspension in India. It also has the best build quality. It
delivers the best mileage. And is also suitable to you because you have very long legs.
Don't worry about repairs on this bike as it comes with Honda's bullet proof reliability.

Drawbacks- It's acceleration doesn't matchup with other bikes in this group. But it
gives the best mileage. It doesn't offer value for money and the styling may look dated.
It doesn't come with goodies like digital speedometer.

FACTORS INFLUENCING CONSUMER BUYING

BEHAVIOUR

A consumer, making a purchase decision will be affected by the

following three factors:
1. Personal Factors
2. Psychological Factors
3. Social Factors

Personal Fectors
These factors were varying from person to person. Demographic Factors.
Sex, Race, Age etc. played major role in buying two wheelers for individual
use.
Young people in age group of 18-35yrs purchased two wheelers for
different various reasons while older people in age group of 35-50yrs
purchased just for travelling purpose only.

Psychological Fectors

There were many people who wanted to purchase two wheelers just
because they had sense of love and belonging for bikes. This was found
more among Hero Honda user. They are mostly see performance of the
bike and services that provided by companies
and want their bike to be smooth while driving the bike.

Social Fectors
There were many people who bought bikes because of social factors like
on their parents, friends and relatives opinion. There were few people who
bought their bikes for style and status. Besides this to my surprise I found
out that in today’s world boys play major role in buying decisions for
themselves and for their family also.
This also played a greater role in purchasing decision of two wheelers by
individuals. Boys who were in age group of 18-25yrs were more interested
in features as compared to other factors described.

Q.Do you have a

bike?

Yes
NO

BIKE
 N
YES O
38 2

Q. Using bike for which purpose?

Office Travelling Both Others

PU
RPOSE
OFFI B OTHE
TRAVELLING CE OTH RS
16 10 8 6
 Q. Which company bike do you
possess?
Bajaj Hero Honda Others

COMPANY
HERO HONDA BAJAJ OTHERS
21 12 7
Q. Why did you prefer this brand over other brand?
Quality features Availability Price
PREFERENCE
QUALITY
FEATURES
AVAILIBILITY
PRICE

12
19
3
5

Q.Which type of bike you prefer for

travelling?
100cc 150cc More than 150cc
BIKE FOR TRAVELLING
M
ORE
THA
N
150
100CC 150CC C
11 19 9

FACTORS INFLUENCING SALES OF TWO

WHEELERS
Features: It plays major role in sale on any bikes. Today people are more
attracted towards the features of bikes and are ready to spend huge
amount of money on buying a handset having huge numbers of features.
E.g. Hero Honda karizma

Price:- Price also plays a major role. Companies need to place their
products in such a way that it can differentiate itself from others by its price.
If price of bike is kept low and more features are provided to customers
than company can create market for itself.

Availability:- Products need to be available easily. Customers don’t like

to travel much to buy bikes. They prefer to get their bikes from nearest
showrooms so in order to be market leader companies should make sure
that there products are easily available to customers.

After sales service:- Companies should make sure that they provide
good after sale service to their customers and there problems are rectified
as soon as possible. The turnaround time should be very less that
customers don’t have to wait too long for their problems so to be solved.

Quality:- The quality of products should be very good. Today’s customers

want value for money if that is not provided than company will find it difficult
to position itself in the market.

CONCLUSION:-
After doing extensive research on two wheelers I have come to
the following conclusions:

21 people prefer Hero Honda(unicorn), therefore if the

price rises and 5 people which look for another alternative if the
price of Hero Honda is rise. It was also found that from the Survey
of 40 Samples, 21 Persons prefer using unicorn12 person prefer
Bajaj pulsar DTSI150 and 7 people uses other two wheelers for
travelling or office purpose.

Findings.
• From the survey, it is founded that most of the people prefer
Hero Honda unicorn for office use and travelling purpose.

• If the price of Hero Honda unicorn increases there would be

5person who will change their Brand preference .

• People prefer more quality and features of two wheelers

rather than the price.

• The brand image is been reflected in the individual’s mind

rather than the promotional strategies.

Limitations and Recommendations

As the study was taken in one area only, and also the sample size of doing
the survey was also very limited i.e. 40 samples the results need to be
understood keeping in mind. In future, the study in more localities or a town
may reveal difference if any in respondent preferences. Also for the study
of two wheelers reveals that, the consumers the decider, have only the
preference of Hero Honda and Bajaj pulsar DTSI even if the price of two
wheelers rises and if the same trend continues the other companies would
be finding it very difficult to be stable. This study has made conjoint design
but alternate ways to measure consumer preferences which can be used in
future.

In the recommendations it can be said that there should be more

development in finding out the different buying behavior and preferences by
the other two wheeler industries in a promotion intensive environment and
also the quality.

References
 Sample Survey by making the Questionnaire

www.Hero Honda .com

www.Bajaj.com

Questionnaire
Name:
Age:
Occupation:

1. Do you have a bike?

 Yes No

2. Using bike for which purpose?

Office Travelling Both Others

3. Which company bike do you possess?

Bajaj Hero Honda Others

4. Why did you prefer this brand over other brand?

Quality features Availability Price

5. Will you prefer another bike if price is reduced?

Yes No

6.Which type of bike you prefer for travelling?

100cc 150cc More than 150cc