hero honda

A STUDY ON CONSUMER BEHAVIOUR TOWARDS HERO

HONDADissertation submitted to the

SRI KRISHNADEVARAYA UNIVERSITY

In partial fuillment of the requirements

For the award of the degree of

BACHELOR OF BUSINESS MANAGEMENTSubmitted by

Mr.P.HANUMANTHA RAJUReg.No.9085121

SRI VASAVI INSTITUTE OF MANAGEMENT S.D.G.S COLLEGE, HINDUPUR.

(Affiliated to Sri Krishnadevaraya University, Anantapur)

RECOGNISED BY UGC UNDER SEC.2(F) & 12(B)ADMITTED IN GRANT-IN-AID IN THE YEAR 1965

NAAC ACCREDIATED 'B' GRADE 2.58 CGPAISO 9001-2000

HINDUPUR - 515202. A.P

SVIM, HINDUPUR. Page No:1






CERTIFICATEThis is to certify that the project work entitled

“A STUDY ON CONSUMER BEHAVIOUR TOWARDS HERO HONDA"Has been successfully carried out by


Student of B.B.M.Hindupur.

Submitted in partial fulfillment of the requirements for theAward of the degree of

Bachelor of Business Management

Prescribed by Sri Krishnadevaraya University, Anantapur.During the academic year 2010-2011

Sri………………….; Principal,

S.D.G.S College, Hindupur.














Smt. B. PADMAJA, Head of department,(BBM)

S.D.G.S College, Hindupur.














………………,

Project director, S.D.G.S College,Hindupur.


CERTIFICATE

Date: 06-12-2010

This is to certify that Mr.P.HANUMANTHA RAJU Final year BBM

student of Sri Vasavi Institute of Management S.D.G.S. College, Hindupur, has

successfully completed the project report on the topic entitled “A STUDY OF

CONSUMER BEHAVIOR TOWARDS HERO HONDA”. The student has

worked with the guidance of M/S ESWAR AUTOS, the authorized main dealer

for TVS MOTOR COMPANY LTD, Hindupur.

She has successfully completed the project work and submitted the report

We wish her all success in her career.

Chief Operating Person


EXECUTIVE SUMMARY


Customer is the central point for any marketing strategy of a firm. An attempt

is made to study intensive behaviors of the customers towards two wheelers with

respect to HERO HONDA.

The objective of the study is, to study the various factors influencing behind

the purchase of HERO HONDA. To study the features of HERO HONDA

(Performance). To study the customer satisfactions towards HERO HONDA. To give

the suggestion and recommendations towards HERO HONDA.

The tools used for data collection is questionnaire. The sampling until for the

study is customers of two wheeler from various parts of HINDUPUR town. The

sample size of the study is 100. The sampling technique used was convenient

sampling. The research methodology used is exploratory.

From the data collected by the respondents the summary of findings was

developed. Most of the HERO HONDA Customers says that the price of the bike is

high. It is found that the HERO HONDA Customers says that the mileage given by

the bike is 40-50. Most of the customers are influenced by the family factor.

Most of the customers purchased the bike for the reason of its Look & Style.

Most of the Customers Family income is between 1, 00,000 to 2, 00,000 per annum. It

is found the most of the customers of HERO HONDA belongs to the age group of 19-

24. Finally most of the customers say that their overall satisfaction regarding HERO

HONDA is very good.

The weight of the vehicle should be reduced. The price of the vehicle should

be reduced. Most of the customers wants colour mix combination. Mileage of the

vehicle should be increased. These are the suggestion should apply for the

improvement of the vehicle.


INTRODUCTION The two-wheeler segment in the automobile industry plays a vital

role in India. The reason being, that a two-wheeler is affordable by middle

income/group in urban and semi-urban areas. It is also more convenient for

traveling short distances with in the city. Over the years the sales figures of

two-wheelers have increased to a very large extent. The sales of the two-

wheelers in 1950 were less, whereas now the total sales have shot up to lakhs

per year.

The two-wheeler market consists of scooters and motorcycles

mainly. The motorcycle segment forms 45% of whole segment, whereas earlier

the motorcycles had a very small share in the two-wheeler market. But with the

collaboration of the Indian companies and the Japanese companies (Kawasaki,

Suzuki, Honda) the share has increased tremendously with the introduction of

Indo-Jap motorcycles. The reason being, that these motorcycles had a superior

engine, better pick up, good mileage, low maintenance, improved designs and

large choice options. Most of the customers prefer two-wheelers for efficient

service. The motorcycle segment is divided into the two-stroke category and the

four-stroke category.

The two-stroke category consists of motorcycle such as Suzuki, all

models except Suzuki fiero, KB-125, Yamaha. Where as, the four strokes

category consists of two motorcycles like Hero Honda Yamaha, Bajaj. Earlier

in 1970, Due to the drastic increase in petrol prices, the customers started

preferring four stroke motorcycles to two stroke motorcycles. These

motorcycles are more fuel- efficient and they have a low maintenance cost.

Another reason for this change in preference is due to emission norms. The two

stroke motorcycles play a major role in air pollution. Whereas the four stroke

motorcycles go along with the international emission standards.


Marketing Concept Relevant to Present Study

MARKET

Market consists of all the potential consumers who have a particular

need or want and might be willing and able to engage in exchange to satisfy

that need or want.

MARKETING

Marketing management is the process of planning and

executing the pricing promotion and distribution of ideas, goods and services,

create exchanges that satisfy individual and organizational goals.

MARKETING MANAGEMENT

“Marketing is a set of human activities directed at facilitating and

consuming things”; the essence of marketing is exchange of products and the

transaction satisfies human needs and want. Marketing managers manage

demand by carrying out marketing research, planning, controlling, and

implementing the marketing activities. Within marketing planning, marketers

must make decisions on target markets, Market positioning, pricing, distribution

channels, product Development, etc.

Communication, Physical Distribution and Promotion

MARKET POSITIONING

Arranging for a product to occupy a clear distinctive and desirable

place relative to competing products are in the minds of the customers.


MARKET PLANNING

The specific purpose of market planning is to guide and facilitate the

marketing activities; marketing planning is synonymous with overall business

planning.

MARKET DEVELOPMENT

A strategy for a company growth by identifying new market for

company’s current products.

MARKET LEADER

The firm in an industry with the largest market share, it usually

leads other firms in price changes, new product introduction, distribution

coverage and promotion spending.

MARKETING CONCEPT

Only the marketing concept is capable of keeping the organization

free from marketing myopia. Marketing concept holds that the key to achieving

organizational goals consists of being more effective than competitors in

integrating marketing activities towards determining and satisfying the needs

and wants of target markets.

MARKETING CONCEPTS ON 4 PILLARS

Target market

Consumer needs`

Integrated marketing

Profitability


CONSUMER PERCEPTION

Perception is the process by which individuals select, organize &

interpret stimuli into meaningful & coherent picture of the world. Perception

has strategy implications for marketers, because consumers make decisions

based on what they perceive, rather than the basis of objective reality. The

lowest level at which an individual can perceive a specific stimulus is that

person’s absolute threshold.

Consumer’s selections of stimuli from the environment are based

on the interaction of their expectations and motives with the stimulus itself. The

principle of the selective perception includes the following concepts:- selective

exposure, selective attention, perceptual defense and perceptual blocking.

Consumers organize their perception and interest into unified

wholes according to the principles of Gestalt psychology.

The interpretation of stimuli is highly subjective and is based on

what the consumer expects to see in light of previous experience, on the number

of plausible explanations he or she can envision, on motives and interest at time

of perception, and on the clarity of the stimuli itself.

Just as individuals have perceived images of themselves, they also have

perceived images of the products and brands. The perceived image of a product

or service is probably more important to its ultimate success than its actual

physical characteristics. Products and services that are perceived favorably have

many chances of being purchased than those products or services with

unfavorable images.

Consumer strategies for reducing perceived risk include increased

information search, brand loyalty, buying a well known brand, buying from a

reputable retailer, buying the most expensive brand and seeking reassurance in

the form of money- back guarantees, warranties and free purchase trial. The


concept of perceived risk has products by incorporating risk reduction strategies

in their new product promotional campaigns.

Consumer goods:

Consumer goods are those goods, which are meant for direct

consumption by ultimate consumers and households.

For example car, television, radio, furniture, etc. There is a direct

demand for consumer goods. The demand for consumer goods is elastic.

Consumer goods are classified into three types:

Convenience goods

Shopping goods

Specialty goods

OPERATIONAL DEFINITIONS OF CONCEPTS

Market:

Market consists of all the potential customers sharing particular

needs or wants who might be willing to satisfy their needs or wants.

Marketing:

It is a social and managerial process by which individuals and

groups obtain what they need and want though creating, offering and

exchanging products of value with others.

Consumers:

He is an individual who purchases or has the capacity to purchase

goods and services offered for sale by marketing institutions in order to satisfy


personal needs, wants and desires as consumer of different levels are scattered at

different places.

Consumer behavior:

It can be defined as the behavior that consumer’s display in search

of purchasing, using and evaluating products, services and ideas that they expect

will satisfy their needs.

Hence we can say that, consumer behavior is the behavior, which

influences their purchase decisions.

Seller:

One who includes and assists a prospective buyer to a commodity

or sequence or to act favorably upon an idea that has commercial significance to

him.

Brand:

A name, term, size, symbol or design or combination of them

intended to identify the goods or services of one seller/ marketer and to

differentiate them from competitors.

Necessity:

The need for basic items/ products without which a person cannot

manage his life.

Luxury:

The need for items/ products or need categories higher than

psychological and safety requirements ego satisfaction/ status need, not

affordable usually by the common social class.


Advertising:

Any paid form of non-personal communication of ideas, goods or

services by identified sponsor (marketer).

VARIOUS CATEGORIES IN AUTOMOBILES

No one product can meet the needs, wants and desires of the complete

market in universe. For every product market segmentation will result in

targeting the right customer and thus capture major market contributing to high

sales.

Market segmentation is done on the basis of the consumer’s

preferences tastes, like usage, purchasing power, application, etc. Thus

different customer groups can be grouped on the above basis. The Indian

automobile industry has over the years, grown in scale with a diversified product

range. This product range will cater to the needs of different customers.

The various types of automobiles manufactured in India are:

Light Motor Vehicles

Jeeps and Utility Vehicles

Medium Commercial Vehicles

Light Commercial Vehicles

Three Wheelers

Two Wheelers


The above categories are being made on the basis of product design,

payload etc; in addition, numerous shapes, and colors, sizes, utility and

applications form an intelligent choice to the consumer who can make a

purchase in parallel to his/her tastes, preferences and liking.

This also helps the manufacturer to define his business acute. Since

automobile industry is a core sector, it is beyond the reach of Indian

manufacturer to manufacture all the category type of vehicles; he decides to take

up the business in his capacity and cater to the demand in particular segment.

This also helps the manufacturer to stabilize and concentrate on the

business while being capable to compete in the competitive environment

adopting the latest technology and other developments taking place in any part

of the world.

HISTORY OF TWO - WHEELERS

The Indian two-wheeler sector is the largest in terms of volumes

among all the segments in the automobile industry. The segment can further be

categorized into three sub-segments-scooters, motorcycles and mopeds.

Lately, however, some products like scooters have been introduced

in the market, which have features of more than one segment. Five players

mainly dominate the two-wheeler segment. All these companies have foreign

collaborations mainly with well-known Japanese firms. These ventures set up in

the mid 80’s suffered heavily due to a sharp depreciation in rupee till the early

90’s. All these payers are now well established with about 95% intergeneration.

Bajaj Auto the local player with low cost advantage dominates the sector. All the

existing players have been expanding capacities and widening their product base

to include 4-stroke vehicles, which conform to Euro environmental norms.

Recently, Honda Corporation of Japan announced its intentions to set up a


100% subsidiary in India to manufacture scooters and motorcycles. India is one

of the lowest cost production bases for two-wheelers.

In the last four to five years, the two-wheeler market has witnessed

a shift towards motorcycles at the expense of scooters. With urban consumers

aspiring to possess the latest in terms of looks and technology, energy efficient

and sleeker looking models have replaced the old ones in the market. In the rural

areas, consumers have come to prefer sturdier bikes to withstand the bad road

conditions. Motorcycles sales now contribute 47.6% of two-wheeler sales, up

from 41% in FY 1999.

EVOLUTION OF INDIAN TWO WHEELER INDUSTRY

The two-wheeler industry (henceforth TWI) in India has been in

existence since 1955. It consists of three segments viz., scooters, motorcycles, and

mopeds. The increase in sales volume of this industry is proof of its high growth.

In 1971, sales were around 0.1 million units per annum. But by 1998, this figure

had risen to 3 million units per annum. Similarly, capacities of production have

also increased from about 0.2 million units of annual capacity in the seventies to

more than 4 million units in the late nineties.

The TWI in India began operations within the framework of the

national industrial policy as espoused by the Industrial Policy Resolution of

1956. This resolution divided the entire industrial sector into three groups, of

which one contained industries whose development was the exclusive

responsibility of the State, another included those industries in which both the

State and the private sector could participate and the last set of industries that

could be developed exclusively under private initiative with in the guidelines and

objectives laid out by the five year plans (CMIE, 1990). Private investment was

canalized and regulated through the extensive use of licensing giving the State

comprehensive control over the direction and pattern of investment. Entry of

firms, capacity expansion, choice of product and capacity mix and technology,

were all effectively controlled by the State in a bid to prevent the concentration


of economic power. However due to lapses in the system, fresh policies were

brought in at the end of the sixties. These consisted of MRTP of 1969 and FERA

of 1973, which were aimed at regulating monopoly and foreign investment

respectively.

Firms that came under the purview of these Acts were allowed to

invest only in a select set of industries. This set of controls on the economy in the

seventies caused several firms to:-

Operate below the minimum scale of efficiency (MES).

Under-utilize capacity and.

Use outdated technology.

While operation below MES resulted from the fact that several incentives

were given to smaller firms, the capacity under-utilization was the result of

The capacity mix being determined independent of the market demand.

The policy of distributing imports based on capacity, causing firms to expand

beyond levels determined by demand so as to be eligible for more imports.

Use of outdated technology resulted from the restrictions placed on

import of technology through the provisions of FERA. Recognition of the

delicious effects of these policies led to the initiation of reforms in 1975, which

took on a more pronounced shape and acquired wider scope under the new

economic policy (NEP) in 1985.

The two-wheeler industry in India has to a great extent been

shaped by the evolution of the industrial policy of the country regulatory policies

like FERA and MRTP caused the growth of some segments in the industry like

motorcycles to stagnate. These were later able to grow (both in terms of overall

sales volumes and number of players) once foreign investments were allowed in

1991.


As part of these reforms, several groups of industry were de-

licensed and broad banding was permitted in select industries. Controls over

capacity expansion were relaxed though the specification of the MES6 of

production for several industries. Foreign investment was allowed in select

industries and norms under the MRTP Act were relaxed.

The reforms in the eighties like ‘broad handing’ caused the entry

of several new firms and products, which caused the existing technologically

outdated products to lose sales volume and/or exit the market. Finally, with

liberalization in the nineties, the industry witnessed a proliferation in brands.

The reforms led to a rise in the trend rate of growth of real GDP

from 3.7% in seventies to 5.4% in the eighties. However the major set of reforms

came in 1991 in response. De-licensed industries meant that firms no longer

required licenses from the State to enter the industry or expand their plants.

Broad banding meant that a firm could manufacture products related to the

ones they were currently making without the need for a separate license.

This meant that expansion of capacity till the MES did not now

require a license to a series of macroeconomic crises that hit the Indian economy

in 1990-1917. Several industries were deregulated, the Indian rupee was

devalued and made convertible on the current account and tariffs replaced

quantitative restrictions in the area of trade.

The initiation of reforms led to a drop in the growth of real GDP

between 1990-1992, but this averaged at about 5.5% per annum after 1992. The

decline in GDP in the years after reforms was the out come of devaluation and

the fiscal and monetary policies taken in 1991 to address the foreign exchange

crisis. Thus the industrial policy in India moved from a position of regulation

and tight control in the sixties and seventies, to a more liberalized one in the

eighties and nineties.


A description of the evolution of the two-wheeler industry in India

is usefully split up into four ten-year periods. This division traces significant

changes in economic policy making.


COMPANY PROFILE

THE COMPANY SCAN

HERO HONDA is the world’s largest manufacturer of two-

wheelers. Its symbol, the wings, represents the company’s unwavering dedication

in achieving goals that are unique and above international norms.

These wings have now arrived in India, as HERO HONDA

Motorcycle & Scooter India (Pvt.) Ltd. (HMSI), a wholly-owned subsidiary of

HERO HONDA motor company Ltd., .

These wings are here to initiate a change and make a difference in

the two-wheeler industry. HERO HONDA dream for India is to not only

manufacture two-wheelers of global quality, but also meet and exceed the

expectations of Indian customers with outstanding after sales support.

So, we get ready to receive their technologically superior, efficient

and reasonably proceeds two-wheelers, with HERO HONDA tested technology,

backed up with after sales service of HERO HONDA global standard.

ABOUT HERO HONDA MOTORCYCLE & SCOOTER

INDIA Pvt. Ltd


HERO HONDA Motorcycle & Scooter India (Pvt.) Ltd is a 100% subsidiary of

Honda Motor Co., Ltd.,.

Official Name - HERO HONDA Motorcycle & scooter India (Pvt.)Ltd.

Established - 1984

Place - Ghaziabad, Uttar Pradesh, India

Capital - Rs.300 crore

Factory Location - Ghaziabad, Uttar Pradesh, India Production

capacity - 7,50,000 units\year

HEROHONDA AND ENVIRONMENT:

HERO HONDA is unrivalled in making a conscious effort to lower

the emission of every one of its vehicles, two and four-wheelers. It may sound an

exaggeration but, technically, each HERO HONDA vehicle on the road can

contribute to the cleanliness of the air around it. And can collectively change the

air all over the world. For example, HERO HONDA was the first one to develop

two-wheelers that produce lower emissions and consume lesser fuel by

improving an engine’s combustion efficiency. HERO HONDA’S 4-stroke engines

are known to be amongst the cleanest and deliver never before fuel economy.

THE TECHNOLOGY AT HEROHONDA:

“Man maximum, machine minimum” these four words sum up

HERO HONDA’S design philosophy. HERO Honda products are not just built

for people, they are built around people. Then believe technology is a means to

provide joy to the customers, and their products are the ambassadors of this

philosophy.

Their fundamental design philosophy seeks to maximize the space

and comfort for people, while minimizing the space required for mechanical


components. With this aim in mind, HEROHONDA Research & Development

activities include product specific development and fundamental research on

technologies of the future. Over the years, HEROHONDA has gained

prominence in the global community through ceaseless technological innovations

and a dedication to servicing the needs of society. HERO Honda’s history has

been a history of challenges; challenges encountered and overcome by

perseverance, ingenuity and pursuit of perfection.


PRODUCT PROFILE

Need for the Study

This study is to know the Consumer psychology, attitudes and

beliefs. It is difficult to read the minds, perceptions and feelings of a consumer


towards a product. The Market now faces many problems like entry of

MNC’s, increase of competition and many more problems. As a result quality

products are produced. The New Technology is innovated and imported from

World over. This becomes a problem of survival for Indian Companies. In

these conditions, it becomes essential for every company to study the minds of

the Consumers and their behaviour towards the developmental changes in cut-

throat competition.

Consumer prefers quality products at reasonable price. The price

should be matched with the quality of the product. As the awareness of the

Consumer is increasing, the Company should produce products which have

the combination of creativity and technology with reasonable pricing

compared to that of competitor’s products and their pricing strategies.

Quality, brand image, price, availability and sometimes even brand

ambassador plays a major role in influencing the Consumer to buy a

particular product.

In this situation, companies should carry out research and has to

allot huge amounts towards it.

RESEARCH DESIGN


TITLE OF THE STUDY:

The study topic is titled as “CONSUMER BEHAVIOUR

TOWARDS HERO HONDA”:

STATEMENT OF THE PROBLEM:

Consumers of different segments buy a product on the basis of

their perception. They make purchase decisions based on what they perceive

about the HERO HONDA product, price, technology, performance and others

to determine what factors influence consumer to buy & how they perceive the

above factors.

According to the survey conducted it was found that majority of

the customers purchased HERO HONDA because they felt that compared to

other two wheelers HERO HONDA is entirely a different two-wheeler with

regard to style, colour and smooth riding.


OBJECTIVES OF THE STUDY:

The project is mainly under taken to find out what an extent

consumer behavior towards the HERO HONDA.

To find out the mode by which the customers became aware of HERO

HONDA .

To find out the factors influencing their purchase.

To determine the quality perceived by the consumers of HERO HONDA .

To know the feelings of the customers with regard to HERO HONDA .

To find out the specific problems relating to the products.

To know the consumers satisfaction towards the services rendered by M/S

S.A.S.MOTORS.

SCOPE OF THE STUDY:


The study enables to understand the perception of the market

segment in a better way. So, this study would help HERO HONDA dealers to

recognize the factors influencing the purchase of HERO HONDA and also to

identify various features influencing the buying process. In short, the study

covers the area of consumer behavior, their attitudes and perceptions of two-

wheeler owners.

LIMITATIONS:

Just like any product, which is doing well in the market, having

good features, good package, good quality and it is from banded company, with

all these features, we can’t say it is flawless, every product has its own limitation

whether a good or a bad one.

In the same way, how much ever effort a student puts into a

project it will have one or the other limitation. The limitations of my project are.

The time period was limited and had to be carried out within a limited time.

The study depends on the mood of the respondents while filling the

questionnaire.

Sample study may not represent the whole population as sample size was

limited to 100 users.

The opinion, problem, suggestions of these respondents are not considered as

that of whole Indian consumers.

RESEARCH METHODOLOGY:

The research was descriptive research-questionnaire survey

approach was followed. The survey was conducted to learn about consumers’


perception towards the brand, product, price, technology and others about

vehicle. A structured questionnaire was given to fill in the answers required to

analyze their perception.

The data obtained from the questionnaire was used to consolidate,

where all the values i.e., percentage of each kind of respondents are tabulated

and diagrammatic representation is also being made.

(A) DATA BASE OF THE STUDY:

FIELD OF THE STUDY:

The field of the study is marketing selected to study on the factors

influencing the customer to purchase a HERO HONDA two-wheeler.

SURVEY UNDERTAKEN:

The survey was under taken at S.A.S.MOTORS, one of the

dealers’ counters in HINDUPUR..

RESEARCH PROCEDURE:

1. Questionnaire forms were distributed to the existing customers for the

collection of data. (appended at the end)

2. Spot study was undertaken at S.A.S.MOTORS dealer’s counter.

3. Face to face interviews of customers were conducted among the residents

of HINDUPUR. The places where the interview was undertaken were

residences, cafes, and complexes, in HINDUPUR.

APPROACHES STUDY:

The respondents were kindly requested to fill up the questionnaire.


(B) DATA COLLECTION METHOD:

The data for the study was obtained from both primary and

secondary sources.

PRIMARY DATA:

QUESTIONNAIRES:

With the help of questionnaires, the data was collected from the existing

customers.

PERSONAL INTERVIEW: The personal interview was also conducted

regarding the drawbacks they had found in HERO HONDA, so that it will be

helpful in making modification of the product.

SECONDARY DATA:

The secondary data collection was done with the help of various sources.

WEB SITE:

The website www. HERO HONDA .com was made use of to collect the

information regarding the HERO HONDA two-wheeler.

FIELD WORK:

In this, questionnaire forms were distributed to all kinds of people

of different age groups, in different residential areas all over HINDUPUR.

Immediately the questionnaires with response were collected from the

respondents.

TOOLS OF ANALYSIS:


http://www.honda2wheelersindia.com/

Simple percentages were used for analyzing the questions in the

questionnaire for customers. And also the questionnaires were analyzed in

simple manner for preparing the statistical tables for future analysis.

The questionnaire for exit interview of customers included

questions like, the various factors (like mileage, price, style, after sales etc,)

considered by the customers before buying HERO HONDA two-wheeler.

Great care was taken to design the questionnaire and it was tested

and debugged before it was administered on a large scale. The forms of questions

asked were designed to greatly influence the response to seek greater accuracy.

CHAPTERISATION SCHEME:

Under this unit a brief view of objectives is given so as to enable

the reader to know the contents and the objectives:-

It contains introduction and some definition of marketing and consumer

behavior.

It deals with how I went about during the survey, the methods adopted to

collect data and analyze data.

It contains company and product profile.

It contains consumer behavior towards HERO HONDA style. Here, the

questionnaires are analyzed &put into a final step.


1. Category of Respondents.

Category No. of respondents Percentage

Male 72 72

FEMALE 28 28

Total 100 100

Observation:

The above analysis shows that more percentage of users of the

HERO HONDA is males. It is convenient for city rides.


2. Age Group of Respondents.

Age -group No. of respondents Percentage

18-25 38 38

26-35 24 24

36-45 18 18

46 & above 20 20

Observation:

In the above analysis 38% of respondents belongs to the age group

of 18-25, 24% of belong to age group of 26-35, 18% of belongs to age group of

36-45, and 20% of belong to the age group of 46&above.


3. Occupation of Respondents.

Occupation No. of

respondents

Percentage

Student 30 30

Business 56 56

Professional 06 06

Employed 04 04

Farmer 00 00

Others 04 04

Observation: In the above analysis 30% of the respondents are students,

56%, of respondents are business people, 06% of the respondents are

professionals, 04% of the respondents are employed people, 00% of

respondents are farmers and 04% are others.


4. Monthly Family Income of Respondents.

Monthly incomeNo. of

respondentspercentage

Below 5,000 06 06

5,000-10,000 39 39

10,000-15,000 37 37

Above 15,000 18 18

Observation:

In the above analysis 39% of respondents’ monthly income is

between10000-15000, for 37% monthly income is between5000-10000, for 18% of

respondents monthly income is above 15000 and for 06% of respondent monthly

income is below Rs.5000.


5.Respondents Awareness level of HERO HONDA.

Awareness No. of respondents Percentage

Friends 54 54

News papers 04 04


6%

18%

37%

39%

0% 10% 20% 30% 40% 50%

Below Rs.5000

AboveRs.15000

10000-15000

5000-10000

Televisions 20 20

Magazines 04 04

Relatives 14 14

Others 04 04

Observation: From the above analysis 54% of respondents came to

know about it through friends, 4% of respondents came to know about in news papers,

20% of respondents came to know about in television, 4% of respondents came to

know about through magazines, 14% of respondents come to know about through

relatives and 4% of respondents come to know about through others.


6. Different Colours preferences of HERO HONDA users

Colours No. of respondents Percentage

Maroon 14 14

Black 32 32

Gold 06 06

Blue 04 04

Silver 30 30

Red 10 10

Grey 04 04

Observation:

From the above analysis 32% of respondents prefer black

colour, 30% of respondents use silver colour, 14% of respondents use maroon

colour,l0% of respondents use red colour, 6% of respondents use gold colour

and 4% of respondents are use both grey and blue colour each.


7. Influence of Near and Dear on Respondents

Influenced No. of respondents Percentage

Yes 30 30

No 70 70

Total 100 100

Observation:

From the above analysis, it is clear that 70% of people are

not influenced by any one where as 30% of people are influenced by some one

like brother, sister etc..,

8. Mode of Purchase by Respondents


Purchase No. of respondents Percentage

Cash 80 80

Credit 20 20

Total 100 100

Observation:

From the above analysis 80% of respondents prefer cash purchase

whereas a small percentage i.e.., 20% of respondents prefer credit purchase.

9. Order of Preference considered at the time of purchase


Order of

preferenceFeatures

No. of

respondentsPercentage

1st Pick-up 45 45

2nd Style 35 35

3rd Brand image 20 20

Observation:

From above analysis most of the respondents give first

preference to pick-up, second preference to style and third for brand image,

while purchasing HERO HONDA.


10. Opinion of respondents with regard to price

Opinion No. of respondents Percentage

More value for

money24 24

Less value for

money16 16

Value for money 60 60

Total 100 100

Observation:

From the above analysis 60%of respondents gave their opinion as

fair value for money, 24%of respondents gave their opinion as more value for

money and 16% of respondents gave their opinion as less value for money.


11. Opinion of Respondents on Attributes of Pickup, Mileage, Style/Looks, Over all performance & Lighting

Attribute Excellent Good Satisfactory Poor

Pickup 56 24 20 00

Mileage 04 26 28 42

Style/looks 24 56 18 02

Over all performance

14 44 40 02

Lighting 12 66 22 00

Observation: Attribute of pick up

From the above analysis 56% of respondents gave their opinion as

excellent with regard to pick up, 24% of respondents gave their opinion as good,

20% of respondents gave their opinion as satisfactory and 0% of respondents

gave their opinion as poor.


Attribute of mileage


excellent in the attribute of mileage, 26% of respondents gave their opinion as

good, 28% of respondents gave their opinion as satisfactory and 42% of

respondents gave their opinion as poor.

Attribute of Style/Looks


excellent with regard to style/looks, 56% of respondents gave their opinion as

good, 18% of respondents gave their opinion as satisfactory and 02% of

respondents gave their opinion as poor.

Attribute of Overall performance


excellent in the attribute of over all performance, 44% of respondents gave their

opinion as good, 40% of respondents gave their opinion as satisfactory and 02%

as poor.

Attribute of Lighting

From the above analysis 66% of respondents gave their opinion as good

in the attribute of lighting, 22% of respondents gave their opinion as

satisfactory, 12 %of respondents gave their opinion as excellent and 00% of

respondents gave their opinion as poor


12. Satisfaction Level of Respondents with regard to Technology based on use.

Satisfaction level No. of respondents Percentage

Satisfied 92 92

Not satisfied 08 08

Total 100 100

Observation:

In the above analysis 92% of respondents gave their opinion as

satisfied with the technology and 08% of respondents are not satisfied.


13. MILEAGE SATISFACTION PER LITER

Oberservation:

30% of the respondents are getting the mileage of 40-50, 50% of the

respondents are getting the mileage of 50-60, 20% of the respondents getting

the above 60 per liter of fuel.

SVIM, HINDUPUR. Page No:

Mileage No. of respondents Percentage

40-50 30 30

50-60 50 50

Above 60 20 20

Total 100 100

51

14. Opinion of Respondents on performance of the scooter on Mud, Metal, Sandy, Tar & Cement roads

Roads Excellent GoodSatisfact

oryPoor

Mud 10 24 26 40

Metal 10 36 30 24

Sandy 00 14 46 40

Tar 66 26 04 04

Cement 58 30 10 02

Observation:

Mud road

From the above analysis 40% of respondents gave their opinion as poor

on the mud road, 26% of respondents gave their opinion as satisfactory, 24%

of respondents gave their opinion as good and 10% as excellent.


Metal road

From the above analysis 36% of respondents gave their opinion as good

on the metal road, 30% of respondents gave their opinion as satisfactory, 24%

of respondents gave their opinion as poor and 10% as excellent.

Sandy road


satisfactory on the sandy road, 40% of respondents gave their opinion as poor,

14% of respondents gave their opinion as good and 00% as excellent.

Tar road


excellent on the tar road, 26% of respondents gave their opinion as good, 04%

of respondents gave their opinion as poor and satisfactory .

Cement road


excellent on the cement road, 30% of respondents gave their opinion as good,

10% of respondents gave their opinion as satisfactory and 02% as poor.


15. Percentage of respondents having mechanical problem with HERO HONDA.

ProblemsNo. of

RespondentsPercentage

Having problem 20 20

Not having

problem80 80

Total 100 100

Observation:

From the above analysis 80% of respondents do not seem to

have problem with HERO HONDA, and 20% of have problem with HERO

HONDA.


16. Category of vehicle owned before purchase of HERO HONDA

Vehicle No. of Respondents Percentage

Cycle to H.A 08 08

Moped to H.A 26 26

Bikes to H.A 12 12

Scooter to H.A 40 40

None 14 14

Observation:

From the above analysis 40% of respondents shifted from other

scooters to HERO HONDA, 26%of respondents shifted from moped to HERO

HONDA , 14% of respondents shifted directly to HERO HONDA , 12% of

respondents shifted from bikes to HERO HONDA and 08% of respondents

shifted from cycle to HERO HONDA .


17. Over all experience of Respondents with HERO HONDA


Level of

satisfactionNo. of Respondents Percentage

Highly satisfied 14 14

Satisfactory 78 78

Not satisfied 08 08

Not at all satisfied 00 00

Total 100 100

Observation:

From the above analysis 78% of respondents are satisfied

with H.A., 14% of respondents are highly satisfied and 08% of respondents are

not satisfied(less satisfied).


FINDINGS

Opinion of Customers regarding HERO HONDA Scooter:

1. Less mileage.

2. Ladies / aged persons fear to ride the vehicle due to its heavy weight.

3. Horn sound quality is not good.

4. Self ignition start needs improvement.

5. Make engine sound bit sharp.

6. Engine repair is more after just 2 or 3 services.

7. Starting trouble.

8. Head light power is not sufficient.

9. Brake adjustment is a routine one.

10. Suspension is less.

11. Road grip is less.

12. Height of the vehicle is high.

13. Necessary extra fittings are costly.

14. Price of the HERO HONDA is high.

15. Maintenance cost is too much after 2 – 3 years from the date of vehicle purchase.

16. Clutch lining is not proper.


Findings:

1. Majority of buyers of HERO HONDA are in the group of 18-25 years.

2. Majority of consumer’s opinion about HERO HONDA is value for money

60%.

3. The main customers fall in the income level of Rs. 5000-10,000

4. Majority of consumers came to know about HERO HONDA through friends.

5. The Majority of consumers are satisfied with the technology 92% & 8% is

not satisfied with the technology.(based on use)

6. Consumers buy HERO HONDA because of pick up 45%, style 35% &brand

image 20%.

7. The majority of consumers are satisfied with the current price.

8. 20% of respondents have problem wuth their HERO HONDA .

9. 80% of respondents do not have any major problem with their HERO

HONDA.

10. Consumers face mileage problem with HERO HONDA.


CONCLUSIONS1) HERO HONDA’s special distinguishing feature should always be highlighted.

Increased customer awareness and knowledge about the same would definitely

boost HERO HONDA’s sales. Because there are many customers who are very

particular about that.

2) As there is tight competition due to the entry of new brands, sale of HERO

HONDA is drastically coming down. Hence HERO HONDA should train its

personnel especially in marketing field and higher regard should be given

the customers to improve the sales.

3) HERO HONDA has been considered as the second most important brand

choice next only to kinetic. Thus, catering to customer requirements in

terms of mileage, quality, style and more important price can further

strengthen this brand recall of HERO HONDA .

4) HERO HONDA is perceived to be little expensive in comparison to other

brands. Hence HERO HONDA should explore the possibility of launching

economy priced models to cater to the large proportion of the market that

is loses out on account of price.

Today competitors are the kings in the market. Company should

try to satisfy customer by giving good products to them. Always companies

should try to use different strategies to satisfy the customer.

If all this is taken care of, the new millennium will see

HEROHONDA Limited as a top sealing company. I wish them all the best.


SUGGESTIONS

More attractive range of colours should be introduced in the market.

Better mileage is very much necessary in order to increase its sales.

Headlight intensity should be increased.

New / advanced techniques should be implemented in order to decrease the

recurring repairs.

Suspensions should be improved.

Road grip should be improved.

Mileage should be improved.

Price should be less.

More focused advertisement is required.

Stoke observer near front wheel should be improved.

The overall weight and height of the vehicle should be reduced.

Kicker starter should be improved.

Some more features to face the stiff competition may be added.

Much more style is anticipated by the customers.


QUESTIONNAIRE A STUDY ON

CUSTOMER SATISFACTION TOWARDS HEROHONDA IN

HINDUPURI am PANKAJ ANANT Programme at Sri Vasavi Institute of

Management HINDUPUR. I am conducting a general survey on the above topic, to submit dissertation to fulfill requirement of S.K.University for the award of B.B.M.degree. In this connection I request you to help by responding to this questionnaire. And I assure you that the information collected will be kept highly confidential and will only be used for academic purposes.

Part I

Name: Age: Gender:

Occupation: Student Business

Employed professional

Farmer others specify ……………

Family monthly Income:

Below Rs. 5000 5000 to 10000

10,000 to 15,000 Above 15,000

1. How did you come to know about HERO Honda?

a) Friends b) News papers c) Television d) Magazines e) Relatives f) Others Specify……………….

2. Which co lour HERO Honda do you own?

a) Maroon b) Blackc) Gold d) Bluee) Silver f) Red g) Grey


3. Did some one influence you to buy HERO Honda?

a) Yes b) No

If yes, who (relationship) ……………….

4. How did you purchase?

a) Credit b) Cash

5. What made you to buy HERO Honda?Give your order of preference 1st, 2nd, 3rd.

a) Brand Image b) Durabilityc) Fuel Efficiency d) Low maintenancee) Pick-Up f) after sales Servicesg) Resale value h) Style

6. What is your opinion about HERO Honda, with regard to price?

More value for moneyLess value for moneyValue for money

7. If HERO Honda active was not launched which vehicle would you have Bought

Mention:

8. What do you think about HERO Honda in terms of

Excellent Good Satisfactory Poor

Pick Up

Mileage

Style/ looks

Overall Performance

Lighting

9. Are you satisfied with the technology of HERO Honda?

a) Yes b) No If no, express why: …………………………….


10. What is the actual mileage per liter that you are getting from HERO HONDA? ……………….…..KM/LT

11. How does your HERO Honda perform on following roads?Excellent Good Satisfactory Poor

Mud Metal Sandy Tar Cement 12. Did you get any mechanical problem in your vehicle?

a) Yes b) No

If yes, state: …………………..

13. Which vehicle you had before purchasing HERO Honda?

……………………………………………………………

14. What is your overall experience with HERO Honda?

a) Highly satisfied b) Satisfactory c) Not satisfied d) Not at all satisfied

15. Are you going suggest others to buy HERO Honda?

Yes No

16. In future are you planning to change your two Wheeler?

Yes No

17. Do you have any suggestions for the improvement of HERO Honda?

……………………………………………………………………………………………………………………………………………………………………………………....……………………………………………………………

Signature of the respondent.

THANK YOU


BIBLIOGRAPHY

BOOKS:

Philip Kotler, Marketing Management, PHIPublishers(India) Delhi, 2000 Edition.

K Aswathappa, Organisational Behavior, Himalya publishing house, millennium Edition.

Leon G Schiffman, Consumer behaviour, PHI Publishers (India), Six Edition.

MAGZINES

Advertising and Marketing

Auto world

Auto India.

JOURNALS

Journal of Management

Journal of Marketing

Journal of Avertising

WEBSITES

www. Google.com

www. HERO Honda.com


hero honda

Documents

hero honda customers

customers of hero honda

s college

sri krishnadevaraya

purchase of hero honda

p svim

hero hondadissertation

various parts of hindupur