A PROJECT REPORT ON “STUDY OF CUNSUMER ATTITUDE TOWARDS HERO HONDA (SPLENDOR +) IN BARAMATI REGION SUBMITTED TO UNIVERSITY OF PUNE IN PARTIAL FULFILLMENT OF THE BACHELOR OF BUSINESS ADMINISTRATION SUBMITTED BY MR. BANKAR HEMANT MADHAV T.Y.B.B.A. GUIDED BY Prof.GAWADE SHIRISH 1
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A
PROJECT REPORT
ON
“STUDY OF CUNSUMER ATTITUDE TOWARDS HERO HONDA (SPLENDOR+)
IN BARAMATI REGION
SUBMITTED TO
UNIVERSITY OF PUNE
IN PARTIAL FULFILLMENT OF THE
BACHELOR OF BUSINESS ADMINISTRATION
SUBMITTED BY
MR. BANKAR HEMANT MADHAV
T.Y.B.B.A.
GUIDED BY
Prof.GAWADE SHIRISH
S.V.P.M’S
COLLEGE OF COMMERCE SCIENCE &COMPUTER
EDUCATIONMALEGAON (BK) BARAMATI
2009-2010
1
Acknowledgement
In this competitive world it is impossible to live and work alone. This is a time of
seeking help and guidance from the experienced and qualified person.
Let me show my gratitude at all those people who spend their precious time and
energy in helping me to complete this project successfully.
I am thankful to Prof. Shirish Gawade and other staff member who gave me
proper guidance in conducting detailed study and providing very useful information for
preparing this project report.
I express my gratitude towards Dr. Rupanawar V.D. Principal S.V.P.M.’s.
College of Commerce, Science & Computer Education, Malegaon (BK) for their never
ending help & guidance.
I owe this complete project to all those who directly & indirectly helped me in
completing out this project.
Bankar Hemant Madhav
T.Y-B.B.A
2
INDEXNo. Contents Page
No.
1 Introduction 4-9
2 Company Profile 10-24
3 Objective 25-26
4 Research Methodology 27-35
5 Data Analysis & Interpretation 36-52
6 Finding 53-54
7 Suggestion 55-56
8 Limitation 57-58
9 Conclusion 59-60
10 Bibliography 61-62
11 Annexure 63-65
3
Chapter-1 Introduction
4
INTRODUTION:-
Today it is fashionable to talk about new economy. We hear that
businesses are operating in a globalized economy; that things are moving in nanosecond
pace; that our markets are characterized hyper-competition; that disruptive technologies
are challenging every business; & that business must adapt to the empowered consumer.
The old economy seemed simpler. It was based on the Industrial
Revolution & on managing manufacturing industries. Manufacturers applied certain
principles & practices for the successful operation of their factories. They standardized
products in order to bring down cost. They aimed to continually expand their market size
to achieve economies of scale. They tended to replicate their procedures & policies in
every geographic market. The goal was efficiency; & to accomplish this firm was
managed hierarchically, with a boss on top issuing orders to middle managers, who in
guided the workers.
The new economy in contrast is based on the Digital Revolution & management
of information. Information has a number of attributes. It can be infinitely differentiated,
customized, & personalized. It can be dispatched to great number of people who are on a
network & it can be reach them with great speed. To the extent that information is a
public & accessible, people will be better informed & able to make better choice.
5
MARKETING TASK:-
We can distinguish 3 stages through which marketing practices might pas:
1) Entrepreneurial marketing:- Most companies are started by individuals
live by their wits. They visualize an opportunity & knock on every door to gain
attention. Jim Koch, founder of Boston Bear company, Samuel Adams Beer has
become a top sealing “craft” Bear, started out in 1984 carrying bottles of Samuels
Adams from bar to bar to persuade bartenders to carry it. For 10 he couldn’t
afford an advertising budget; he sold his bear through direct sells & grassroots
public relation. Today his business pulls in $210 million, making it leader in craft
bear market.
2) Formulated marketing:- as small companies achieve success, they
inevitably move towards more formulated marketing. Boston Beer now spends
considerable sums on TV advertising, employs dozens of salespeople, & carries
on sophisticated marketing research. It has discovered that continued success
requires setting up & managing a capable marketing department.
3) Entrepreneurial marketing:- Many large companies get stuck in formulated
marketing, probingly over the latest Nielsen numbers, scanning market research
reports trying to find-tune dealer relations & advertising messages. These
companies lack the creativity & passion of guerrilla marketers in the
entrepreneurial stage. Their brand & product managers need to get out of the
office, start living with their customers, & visualize new ways to add value to
their customer’s lives.
The bottom line is that effective marketing can take many forms.
Their will be constant tension between the formulated side of marketing & the
creative side. It is easies to learn the formulated side, which will occupy most of
6
our attention in this books; but we will also describe how real creativity & passion
operate in many companies.
THE SCOPE OF MARKETING:-
Marketing is a typically seen as the task of creating, promoting, &
delivering goods & services to consumers & businesses. Marketers are skilled in
stimulating demand for a companies product, but this is too limited a view of the
task marketers perform. Just as a production & logistic professionals are
responsible for supply management, marketers are responsible for demand
management. Marketing managers seek to influence the level, timing, &
composition of demand to meet the organizations objectives. Distinguishes 8
different states of demand & the corresponding tasks facing marketing managers.
Marketing people are involved in marketing 10 types of entities: goods,
-Two-wheeler major Hero Honda on October 5 announced launch of its first
scooter 'Pleasure'
-Hero Honda rolls out 150-cc motorcycle Achiever.
-In 2006
-Hero Honda launches CBZ variant X-treme
-Hero Honda announced the launch of two new variants the new 'Glamour' and
'Passion Plus' limited edition.
-In 2007
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-Hero Honda Motors Ltd. has appointed Mr. Yutaka Kudo as Director and Whole-time
Director of the Company in the category of Executive Director w.e.f. April 1, 2007.
POSTED ONLINE:-
Wednesday, March 15, 2006 at 01:52 hrsAfter months of posting growth rates
almost double that of the industry, Bajaj Auto has gained a 3% increase in market share
for the first eleven months of this fiscal. This has come at a time, when market leader
Hero Honda’s market share has slipped 1.62% and No.3 TVS Motors’ share has
remained flat.
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While the two-wheeler industry continues its double-digit growth rate, the growth
this year has been confined to a handful of players. During the first eleven months of the
year, the combined market share of the top three players —Hero Honda, Bajaj Auto and
TVS Motors — has increased by 2.5% to 85.39%. Honda Motorcycles and Scooters India
was the only other company to register growth while others have reported slipping
volumes.
The motorcycle segment continues to be the dominant segment both in terms of
growth and volumes. This segment now accounts for 82.4% of all two-wheelers sold in
the country today as opposed to just under 80% the previous year. And it is here that the
market share games are being played out.
Bajaj Auto’s head of marketing S Sridhar attributes this to the company’s
performance in the executive and premium bike segments. “We used to be weak in the
executive segment. But with the bikes like Discover and Pulsar, we have made inroads
into this segment.
The 125cc and above segment has seen maximum growth from about 30,000 units
per month to around 85,000 now. And with this segment likely to growth further we are
clear winners,” he said.
According to Siam classification of 125cc –250cc capacity motorcycles, Bajaj has
a 71% market share in this segment. This segment is also growing at 33.1%, the fastest
among all segments.
However, P Sundar, Hero Honda’s head of marketing says, “We have been able to
hold on to our market share fairly well with around 13% growths. Our performance in the
higher capacity segments was dented due to withdrawal of models like Ambition and
CBZ. But now with the Achiever, which was launched in November, and few other
models in the 150cc range, we hope to do better.”
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24
Chapter-3
Objective
25
OBJECTIVES OF PROJECT:-
1) To find out the market share of Hero Honda Splendor+
2) To understand the Customers perception about Hero Honda Splendor+
3) To find out market potential & growth for Hero Honda Splendor+
4) To find out customers needs about Hero Honda Splendor+ bike.
5) To analyze competitors.
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Chapter-4
Research
Methodology
RESEARCH:-
The term market research and marketing research are some times use
interchangeably and some time mean different thing.
27
Marketing include all activities having to effecting changes in ownership and
possession of goods and services. Markets a narrow term use to define actual and
potential customer. Research involve the definition of problem and application off the
systematic and though efforts to solve them .Thus “Marketing research” is the broad
term meaning study of any problem in the area of marketing and the total process.
“Market Research “can restricted to the study of who what, when why
and how of actual and potential buyer.
The market research exercise which is carried out necessarily through field work
is Term as “Market Survey”
Market research is the systematic data collection on various marketing accepts for
accompany for its goods and services. The study is done with a set of objective may be
for the reason to analyzed consumer behavior for the introduction of new products,
study of the distribution channel or for that reason any problem in the field of
marketing .The Market research is completed only when proper analysis is carried with
the help of relevant information collected and solution-fulfilling objective is identified.
There is nothing new about market research. It will be seen through history , those
business man succeeded who know their market .What is new today is growing important
of this techniques of tackle the various complex market springing everywhere.
SCOPE OF MARKET RESEARCH:-
28
It is not possible to define the exact scope of market research as it will mainly
depend upon the objective of the study. However, a common framework could be
prepared which will be applicable in general to most of the market research project .
1. The Market segment is available in the complete market.
2. The type of consumer that comprise present and potential markets and
there segmentation.
3. The buying hobbies of the consumers and there consumption pattern
4. The size and location of different market both for indigenous as well as an
overseas markets
5. The prospect for growth or contraction of the market over the planning
period
6. The present supply position of the market both for the indigenous as well
as imported sources.
7. The marketing and manufacturing capabilities of the competitor.
8. The likelihood and timing of entry of new competitive supply
9. The current and prospective competitive position with respective price ,
quality reputation etc
10. the channels and method and distribution the presently exist for the
product and likelihoods of there of the improvement
11. The different types of promotional tools for promotion ,media used
advertising , programs and there effectiveness
12. The other environmental factor like changes in government regulation
effect of technological innovation urbanization etc .that will have any
effect on the market for the product.
MARKET RESEARCH:-
29
Market share is found the percentage of market capture by one particular product
as compare to other product to other product same type in the same market territory
market share have to find we have to find out competitors share in target market &
compare it with our companies market share to find out position in the market.
Besides estimating total potential & area potential, a company needs to know the
actual industrial sales taking place in this market. This meaner identifying its competitor
& estimating their sale.
We also find out share of mind the percentage of customer who names the
competitor in responding to the statement “Name the company that customer to mind in
this industry “and also share of heart the percentage.
RESEARCH METHOD/INSTRUMENT:-
Marketing research methodology requires the application of to system approach to
the task of collecting, organizing, analyzing and interpreting desired marketing
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information. This means tat each step in the research with all other information and
executed as specified at proper time and in he desired sequence.
‘Marian Harper” to manage the business well is to manage its future and to manage
future is to manage information.”
Marketing research is directly concerned with all three operations Input, process
& output. Input is data i,e.fact and figure and values often qualified. Researchers process
the collected data. In data processing we have the operation of editing, classification, and
analyzing and output are result of processing. It is the form of information.
DATA COLLECTION:
The research candidates first of all identifies the sources from which the different
item if information are obtainable and select those I use and collect information which is
from primary and secondary sources.
PRIMARY DATA:-
Primary data are those, which collected for the first time and they are original
character.
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The primary data is to be collected by the researcher to study the particular
problem.
METHODS OF COLLECTING PRIMARY DATA: -
Methods are used by the research for collection data are as follows:-
A. SURVEY METHOD:-
1. Personal interview method
2. Questionnaire method
A. SURVEY METHOD:-
Survey method is the most widely used techniques in marketing research, Survey
has advantages of getting to the original source of information. The researchers adopt this
method of getting primary data. I am using Questionnaire method for the survey of
customer satisfaction towards Airtel Service.
1. PERSONAL INTERVIEW METHOD:-
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Under this method the researcher has to contact personally to the respondent. It is
direct from of investigation involving face to face communication with free back of
information various question relating to the problem are asked and conclusion are drawn
on the answer by the respondent.
2. QUESTIONNAIRS METHOD:-
a) The questionnaire is by for the most common instrument in collecting
primary data. A questionnaire consists of a set of question presented to a
respond for his/her answer. The questionnaire is very flexible in that there
ways to ask question.
b) The researchers first all studies topic of research carefully, and frames out
the various question. Which are required for analysis step by the step. The
research guide arranges the question in the proper sequence and adds
questionnaire is prepared.
c) The questionnaire is prepared in such a manner that to recover the whole
research topic.
d) The questionnaire is categories on the basis of various retailers. city area
wise
e) The copies of questionnaire are prepared and distributed among
respondents. The topics are of all explained to the respondent.
f) The topics are first of all explained to the respondents so tat become easier
for them answer the questions.
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g) Finally the entire questionnaire is arranged in sequence so that proper
analysis can be carried out on the each and aviary question given in
questionnaire on the basis of questionnaire various tables are prepared.
h) Finally graphs are plotted on the result obtained form the various tables.
OBSERVATION METHOD:-
In this method observing some action of respondent collect the data .The action
and behaviors of the retailers are watched personally or mechanically.
The retailer are an aware that he or she is being observed so presumable he/she
acts in their usual fashin.This techniques is useful in getting information about the
caliber of agent or in determine what respondent prefer. In another situation a retailer
may be watch from a Distance an noticed, what motivate him/her to take an asbestos
product.
This technical is highly accurate for after long observation the investigator can
find out who constitute his customers and what they usually prefer.
SECONDARY DATA:
34
a) Secondary dada are those which already collected by someone for same
purpose and availed for reference.
b) Researcher usually starts their investigation by examing secondary data
to see whether their can be pertly or wholly solved.
c) Secondary dada provides a starting point for research and offer the
advantages of lower coat and quicker availability.
d) Various books on advertising and marketing for researcher. Researcher
takes help of various marketing, encyclopedia. Newspaper, cutting,
different articles, published in magazines and different business
references books etc.
35
Chapter-5
Data Analysis &Interpretation
DATA ANALYSIS & INTERPRETATION
1) Do you use a bike?
36
Sr. No Customers Opinion Percentage (%)
1 Yes 672 No 33
0%
10%
20%
30%
40%
50%
60%
70%
Yes No
1 2
Percentage (%)
Percentage (%)
Analysis:
In Baramati Region out of total respondents 67 % customers are using bike.
2) Do you use Hero Honda Splendor+ bike?
37
Sr. No Customers Opinion Percentage (%)
1 Yes 522 No 48
Percentage (%)
46
47
48
49
50
51
52
53
Yes No
1 2
Percentage (%)
Analysis;
Out of 67 % customers – the 52% customer are using Hero Honda Splendor+ bike.
3) What is your age group?
38
Sr. No.Age Group
Percentage (%)
120-30 20
230-40 45
3Above 40 35
0
10
20
30
40
50
20-30 30-40 Above 40
1 2 3
Percentage (%)
Percentage (%)
Analysis:From the above survey 20-30 age group 20% using Hero Honda Splendor+ bike.30-40 age group 45% using Hero Honda Splendor+ bike.40- Above age group 35% using Hero Honda Splendor+ bike.
39
4) Where do you Residing?
Sr.No Residence Percentage (%)
1 Urban 282 Rural 72
0
1020
304050
607080
Urban Rural
1 2
Percentage (%)
Percentage (%)
Analysis:
From the above survey it was observed that 28 % customers are residing in urban area & Remaining 72 % are rural area.
40
5) What is your monthly income?
Sr. No. Monthly Income
Percentage (%)
1
5000-15000 452
15000-25000 303 Above
25000 25
Percentage (%)
1 5000-15000
2 15000-25000
3 Above 25000
Analysis:
According to 45 % customers have monthly income is between5000-15000/-, 30 % customers have monthly income is between15000-25000/-, & remaining 25% customers have monthly income is above 25000/-.
41
6) What is your Resource of Income?
Sr. No.Profession
Percentage (%)
1
Business 122
Job/Service 453
Agriculture 374
Other 06
Percentage (%)
1 Business
2 Job/Service
3 Agriculture
4 Other
Analysis:
According to Survey it was clear that 12% customers are Businessman, 45 % customers are doing job/service, 37% customers are use in agriculture & Remaining 06% are other.
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7) Why are you used Hero Honda Splendor+ bike?Sr. No. Customer
OpinionPercentage
(%)1
Average 522
Style 183 Low
Maintance 30
1 Average
2 Style
3 Low Maintance
Analysis:
According to survey
52% customers are preferred to Average.
18 % customers are preferred to Style
30 % customers are preferred to Low Maintance.
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8) What is your suggestion about Hero Honda Splendor+ bike?
Sr. No. Customer Opinion
Percentage (%)
1
Low Cost 132 Good
Average 523 Easy
Availability 35
0
10
20
30
40
50
60
Low Cost GoodAverage
EasyAvailability
1 2 3
Percentage (%)
Percentage (%)
Analysis:
From the above survey 13 % says to Low Cost.
52 % customers say Good Average.
35% customers say easy availability.
44
If No:-
3) What is your age group?
Sr. No. Customer Opinion
Percentage (%)
120-30
542
30-4027
3Above 40
19
0102030405060
20-30 30-40 Above 40
1 2 3
Percentage (%)
Percentage (%)
Percentage (%)
Analysis: From the above survey
20-30 age group 54% not using Hero Honda Splendor+ bike.
30-40 age group 27% not using Hero Honda Splendor+ bike.
40- Above age group 19% not using Hero Honda Splendor+ bike.
45
4) Where are you Residing?
Sr. No Residence Percentage (%)1 Urban 542 Rural 46
42
44
46
48
50
52
54
Urban Rural
1 2
Percentage (%)
Percentage (%)
Analysis:
From the above survey it was observed that 54 % customers are residing in urban area but not buying Hero Honda Splendor+ bike & Remaining 46 % are rural area but not buying Hero Honda Splendor+ bike.
46
5) What is your monthly income?
Sr. No. Monthly Income
Percentage (%)
1
5000-15000 68%2
15000-25000 15%3 Above
25000 10%
0%
10%
20%
30%
40%
50%
60%
70%
Percentage (%)
1 5000-15000
2 15000-25000
3 Above 25000
Analysis:
According to 68 % customers have monthly income is between 5000-15000/-, 15 % customers have monthly income is between 15000-25000/-, & remaining 10% customers have monthly income is above 25000/-.
47
6) What is your income source?
Sr. No. Income source
Percentage (%)
1
Business 452
Job/Service 213
Agriculture 34
0
5
10
15
20
25
30
35
40
45
50
Percentage (%)
1 Business
2 Job/Service
3 Agriculture
Analysis:
According to Survey it was clear that 45 % customers are Businessman, 21% customers are doing job/service, and 34 % customers are agriculture.
48
7) Why are you not using Hero Honda Splendor+ bike?
Sr. No. Customer Opinion
Percentage (%)
1 Style 642 Maintance 113 Speed 25
Percentage (%)
1 Style
2 Maintance
3 Speed
Analysis:
According to survey
64 % customers are preferred to Style.
11 % customers are preferred to Maintance.
25 % customers are preferred to Speed.
49
8) What is your suggestion about Hero Honda Splendor+ bike?
Sr. No. Customer Opinion
Percentage (%)
1 Low Cost 352 Good
Average 423 Easy
Availability 23
Percentage (%)
1 Low Cost
2 Good Average
3 Easy Availability
Analysis:
From the above survey 35% says to Low cost.
42 % customers say Good Average. & also 23 % customer says Easy Availability.
50
9) If you want switch over to any other Company?
Sr.No Customers Opinion Percentage (%)1 Yes 352 No 65
0
10
20
30
40
50
60
70
Percentage (%)
1 Yes
2 No
Analysis:
According to survey it is clear that 35 % customers want to switch over any other Company.
51
10) If yes, which bike you prefer from Competitor Company?
Sr. No.
Competitor Company
Percentage (%)
1 TVS 182 Yamaha 103 Bajaj 404 Honda 32
TVS Yamaha Bajaj Honda1 2 3 4
0
5
10
15
20
25
30
35
40
Percentage (%)
Percentage (%)
Analysis:
Among 15 % people do not prefer the splendor+ bike in preferring TVS 18%, Yamaha 10%, and Bajaj 40%, Honda 32%.
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Chapter-6
Findings & Observation
53
FINDINGS & OBSERVATIONS
If Yes….
1) From the observation it is clear that the market share of Hero Honda (Splendor+)
is higher than any other competitors.
2) From the observation it is found that Customers gives preferences to certain
factors, while using the particular Services. From the observation it is found that
Customer gives 52% priority gives to average, 30% to maintenance & 18% to low
cost.
.
3) From the observation it is clear that 35% customers are getting easily available the
spare parts of Hero Honda Bike.
.
4) From the observation it is clear that age group 30-40 people 45% Customers are
using Hero Honda (Splendor+) Bike.
If No…..
1) According to survey a 64 % person says that style of product is not effective.
2) According to survey 42% person says that splendor+ bike have good average.
3) According to survey 35% person to want switch another company.
4) Out of respondent 46% Customers want to switch over to Bajaj, 18% to TVS &
Only 36% Customers want to switch over to Honda.
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Chapter-7
Suggestion
55
SUGGESTION
1) The product offer should be made attractive.
2) The special services to the students at low tariff rates can be made available in
students offer.
3) The company should also make the more concentrate on the style & looks
& it will be help to attracts the new customers.
4) Company focused on getting a large shares of higher paying over’s through Value
Added Services company can manage to stay ahead of the competition by
constantly introducing new services like HERO HONDA “HUNK”.
56
Chapter-8
Limitation
57
LIMITATION
1) The survey for the research was carried out in Baramati region & the conclusion
& suggestion of it should not be generalized in other region.
2) The responses of customers on the question being asked may not be their 100%
true responses as people seldom give correct answers to such a questions due to
several factors such as show modesty to suppress some feelings etc.
3) Limited Time Span.
4] Dealer is not willing to give complete information.
58
Chapter-9
Conclusion
59
CONCLUSION
1) Hero Honda Services has comparatively high shares in market due to good
range, new facilitates & Services etc.
2) A low tariff rate has made the Hero Honda Service affordable to middle class
income groups also.
3) The users are becomes aware the Value Added Service provided by the Service
provider using it. The Value Added is one of the means to achieve
differentiation among the Service provider.
4) At the end of my study I reach at conclusion that now a days Hero Honda
Services is market leader & tomorrow it will be super leader of market in two