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RESEARCH TEAM
Ravinder Varma
Priyanka Sardey
Neeraj Updhayay
Neetu Waghmare
Falguni Sampat
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EXECUTIVE SUMMARY
Expand capabilities.
1869 - First motor driven bicycles.
1955 - Need of Bikes by Indian government
The growth of motorcycle segment In India.
Why do People use Bikes ?
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WHY THIS TOPIC ?????
Consumer behavior.
In-depth knowledge of consumer behavior
Bikes are integral part of every middle class family.
Psychology behind buying a particular brand of bike.
Particularly Hero Honda because
it¶s a popular brand and a trusted
one for its quality.
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HISTORY OF COMPANY
Type:
Public company
Founded : January 19, 1984
Headquarters : Haryana, Indian
Key People : Brijmohan Lall Munjal
(Chairman and managing Director)
Industry : Automotive
Produce : Motorcycle
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CONSUMER BUYING BEHAVIOUR
Behavior of human being during the purchase is beingtermed as ³Buyer Behavior´
What¶s the main aim?
What does the buyer behavior refer to?
Consumer behavior- never simple.
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TYPES OF RESEARCH
Descriptive Research :
1.It is a statistical Research.2.In short descriptive research deals with everything that
can be counted and studied.
3.It will give answer to all the questions ± who, what ,
where, when and how.
Qualitative Research
1.Qualitative researchers aim to gather an in-depth
understanding of human behavior and the reasons that
govern such behavior.2.Variables are
- Monetary factors - Spending habits
- Psychology - Media factors
- Influential factors - Value for money factors
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RESEARCH PROCESS
1. Formulating the Research Problem2. Extensive Literature Review
3. Developing the objectives/working hypotheses.
4. Preparing the Research Design including Sample
Design
5. Collecting the Data6. Execution of the project
7. Analysis of Data
8. Hypotheses Testing
9. Generalization and Interpretation
10. Preparation of the Report or Presentation of Results-
Formal write ups of conclusions reached.
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RESEARCH ± FLOW CHART
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LITERATURE REVIEW
www.herohonda.com
Auto Magazine -
Overdrive - Dec 2009
Articles on Hero Honda Bikes ( Internet ) ± Advertising and Marketing Strategies
Annual Report ± August 2008 - 09
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OBJECTIVES
To study consumers information search and evaluationprocess.
To evaluate the factors influencing consumers in forming
purchase decision
To know consumer behavior for purchase of two wheeler
bike.
To find the most influencing factors in media responsible
for decision-making.
To know market position of Hero Honda bike in the
market.
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WORKING HYPOTHESIS
Decision Making Report for Hero Honda MarketingManager
Scope of Hypothesis
The main scope of the study is limited to Mumbai city.
It also analyses the benefits accruing to the company as
a result of the service.
This study has been made to find the level of
satisfaction the customer has regarding the service
provider.
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RESEARCH DESIGN
Non ± Experimental Research
Statistical Design :
To collect the primary data, questionnaire is prepared.
Types of question asked :
- Open-ended question
- Multiple-choice question
Who is to be surveyed ?- All people ranging from 18 yrs & above.
- Occupation wise
- Income wise
- Other Parameters
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Variables Involved :
Dependent Variables :
Age Occupation
Income Decision maker
Features of Bike Attractiveness of Schemes
Spending habits Influential factors
Value for money Psychology
Extraneous Variables :Source of Finance Particular Dealer
Media Factor Service provided by Dealer
RESEARCH DESIGN «. ( cont )
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3rd Phase !!
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Source of Data :
Primary Data :
To collect the primary data questionnaire is prepared with
open ended and close ended questions including personal
details.
Secondary Data :
Secondary data can be used as basis for comparison withprimary data. ( Literature discussed before in 2nd phase )
SAMPLING
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SAMPLE PLAN
Population
Sample
Mumbai City
All peoplehaving
Bikes
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Target Population : Mumbai City
Sampling Frame : All People having two wheeler
irrespective of any Bike Brand.
Sampling Method :
Probability - Simple Random Sampling supplemented
with convenience sampling .
Sampling Unit : All people aged 18 & Above .
Determining Sampling Size : 100 sample size as per
convenience and for accurate analysis and interpretation of
data
SAMPLE PLAN
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4th Phase !!
Will be Collecting the data
And Execution of the project !!
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««to be continued