MARKETING OF HERO HONDA MOTORCYCLE WITH SPECIAL REFERENCE TO HERO HONDA SPLENDOR PRO - a case study of ‘Mythri Motors’, Shivamogga. CHAPTER CONTENTS Chapter – 1 INTRODUCTION Introduction Objectives of the study Need of the study Scope of the Study Methodology Limitations Chapter Scheme Chapter – 2 COMPANY PROFILE Hero Honda's Mission Hero Honda's Mandate Board of Directors Key Milestones of Hero Honda DEALER PROFILE 1
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MARKETING OF HERO HONDA MOTORCYCLEWITH SPECIAL REFERENCE TO HERO HONDA
SPLENDOR PRO- a case study of ‘Mythri Motors’, Shivamogga.
CHAPTER CONTENTSChapter – 1INTRODUCTION
Introduction Objectives of the study Need of the study Scope of the Study Methodology Limitations Chapter Scheme
Chapter – 2COMPANY PROFILE
Hero Honda's Mission Hero Honda's Mandate Board of Directors Key Milestones of Hero Honda
DEALER PROFILE
1
Chapter – 3PRODUCT PROFILE
Hero Honda Splendor Pro Technical specifications of Hero Honda Splendor Pro
Chapter-4
HISTORY OF TRANSPORTATION AND MOTORCYCLES
History of Transportation Development of Transportation Automobiles History of Motorcycle The Development of Machines Manufacture of Two-Wheelers in India Future for India Two Wheeler Industry
Chapter - 5
SURVEY ANALYSIS AND INTERPRETATION
Chapter – 6
FINDINGS, SUGGESTIONS AND CONCLUSION
Annexure Questionnaire Bibliography
2
Chapter – 1
INTRODUCTION
Introduction
Objectives of the study
Need of the study
Scope of the Study
Methodology
Limitations of the Study
Chapter Scheme
3
INTRODUCTION
Introduction
The two-wheeler industry has recently witnessed a reversal in its
fortress. And the sharp rise in demand for two –wheelers during the few
months has fuelled unbridled optimism about the countries. But the
industry it self would do well to adopt a more restrained posts we in its
recently rediscovered salubrious environment and learns some lessons
from its harrowing journeys of the past few years. For riding on two-
wheelers rough terrain can be pretty tricky business.
During the first two decades of independent India the two
wheelers industry has more or less monopolized by two or three major
manufactures with are assured market people waited for lager period to
get a vehicle there by restricting their choice. In the seventies, there was
a drastic increase in the petroleum price in the international markets.
This led to the development of fuel economy vehicles in Japan.
Government of India in 1980 liberalized license of
manufacturing of two-wheelers vehicle in large scale with foreign
collaboration.
India has emerged as a global giant in the two-wheelers
industry. It is today the largest market in the worked with domestic of
over 2005 20 lack venial in.
However, today after half of a decade of explosive growths the
industry is moving into consolidation phase characterized by short-term
stagnation competition.
4
The future prospects for the industry remain extremely bright.
This is on account of: -
a. A steady of population to urban carters
b. A growing middle loss and lack of an adequate public transportation
system.
Within the two-wheeler market, the scoter segment has shown
maximum growth primarily at the cast of mopeds while the motorcycle
segment has maintained a slow but steady growth. However, in the new
economic environment this tread may also change. In one hand, the
demand for mopeds and minifies (like Hero puck M80 etc,) is expected
to increase given the lesser purchasing power of the consumer, coupled
with the higher price and fuel cast for scooter and motorcycles
In the, modern world the two-wheelers have become so
popular that it is demand to be the best means of transportation in city
infect it has become a fashion to ride the two-wheelers in city some take
it fir fur and other transportation from one corner to another.
This project report attempt to bring out details regarding history,
achievements growth of the Hero Honda motors limited and also
attempts have been made to during out details regarding history of
transportation and history of improving and models, competition in
present market for motorcycles and also recent planning of two-wheeler
in India. More stress is given toward the case study of. Karthik motors.
Who is the authorized dealer for Hero Honda Motor cycles? Attempts
have also been made to assess the present market performances of
5
certain suggestions have also been given adopting suitable market
strategy.
Objectives of the study
To know about the different motorcycles in Shimoga city,
To analyses the sales performance of Hero Honda motor cycles by the
dealer of century automobiles show room Shimoga.
To assess the market strategy adopted by the dealer in Shimoga.
To analyses the general problem in marketing of motorcycles and
specific problem confronted by the dealer.
To final the factors those influence the selection of the products,
To know the customer attitude toward the products,
To give suggestions to improve strategy,
To evaluate the effectiveness of the marketing strategy in helping to
achieve organizational goal,
Need of the study
“Consumer attitude towards marketing Mix” has a great
role to play in the purchase decision, therefore it is necessary
for every marketing manager to try and understand the
“Consumer Attitude”. This could be helpful to the
manufacturer to understand the attitude of the consumer.
The manufacturer must consider the following while making thedecision and policies:
6
i. Tailor made product.
ii. It should be priced right.
iii. It must be standard and specific.
iv. It must be easy for handling and distribution.
v. It should reach the right consumer at the right time & at right
place.
Statement of Problem
Now a day marketing is characterized by capitation in every
field. There are number of products each having separate substitutes. A
manufacture has a Cleary identity what exactly the consumer needs and
what exactly the makes a product completely satisfy his needs and then
educate the consumer effectively to create a demand for the product.
This is evident from the marketing aimed at generating customs
satisfaction as the key to satisfy organization goals.
Now a day. Hero Honda price are highly comparing to other
motorbikes. Wherever we will develop our marketing strategy we must
improve some economical and performance of that vehicle because if
will help to the lower as well as middle level and create interest to such
type of people.
The modern consumer it’s intelligent enough to express exactly
what his requirements are and national enough to judge the requirement
of his needs. No manufacturer can think of a company is the sale of
7
goods rather then production. The customers needs have to be carefully
considered by the manufacture if he is to the top of the market.
This study fries to analyses the factors that influence the
consumer in selection of a two-wheeler while making a purchase
decision. The study also during to light the extort of satisfaction among
the owners of the Hero Honda motorcycles.
Scope of the Study
Shimoga is a commercial city with a population of 3.5 lacks.
The scope of the study is restricting to the consumer attitudes (behavior)
towards motorcycles in Shimoga city.
The two-wheelers have become necessity in the modern life. So
every person prefer motorcycles, which gives, better fuel consumption,
durability economical and safety.
The report includes he efforts that have been taken by Hero
Honda Motor cycle to improve the quality and push up the sales of Hero
Honda motor cycles.
The two- wheeler being a long lasting product the survey
includes the past purchase and few protective buyers of the product/
Methodology
Data collectionPrimary Data Secondary DataPersonal interview News paper
MagazinesCompany reports
8
Both primary and secondary data have collected to bring our this project
Primary data have been collected though the personal interview
from the respondents. The survey of the respondent the made on the
basis of random sampling method questionnaires had been issued to the
respondents to avoid unnecessary delay and to take filling test easy the
questionnaire were prepared in a structural name for the purpose of
analyzing the market performers of sealers, their sales analysis and other
details has been collected form the dealers of Karthi automobiles
Shimoga. Secondary data have been collected from the newspaper,
magazines and company reporters.
Limitations As there are nearly a 50% to 60% who buy the Hero Honda for
every month. These person’s samples may give an accurate. Beside this
survey was limited by time and financial factors.
The primary data collected through the questionnaire has it is own
shortcomings. Mainly because the respondents ware not very
responder’s clouded to be based with their reviewers the main reason
why some of the responders could not furnish the require information
comprehensively may be because of their poor knowledge. However an
attempt has been made to prepare as accurately as possible.
The study has restricted to users of motorcycles
The study has done within the Shimoga city limits
Samples chaser by me is 50 responders who are very small compare
the market size.
9
Due to the lack of constraints and shortage of anthers resources.
Chapter Scheme
Chapter-1 : Introduction Deals with Research Design
Chapter –2: Company Profile Gives the profile of the Hero Honda
Chapter-3: Product Profile Deals with the product selected for study
Chapter-4 : History of Motor Cycle
Chapter –5: Firm Profile Deals with the profile of Sree Karthik Motors,
N.T Road, Shimoga
Chapter –6: Survey Analysis Deals with the analysis of survey
conducted
Chapter –7: Survey findings, suggestions and conclusion Deals the
summary of survey conducted followed by suggestions and conclusion.
10
Chapter – 2
COMPANY PROFILE
Hero Honda's Mission
Hero Honda's Mandate
Board of Directors
Key Milestones of Hero Honda
11
COMPANY PROFILE
Hero Honda was first started in January 19, 1984 Gurgaon,
Haryana, India as a joint venture of the Hero group(India) and
Honda motor co. ltd(Japan). Hero Honda is India’s Number one two
wheeler company.
Hero Honda has been the world’s biggest manufacture of two
wheeler motorized vehicle since 2001, when it produced 1.3 million
motorbikes in a single year.
During the 80’s Hero Honda become 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.
Hero Honda product range today commands a market share of
48%, making it a veritable giant in the industry by way of
technology excellence, an extensive dealer network, and you have
one of most customer oriented company. Customer satisfaction and
high quality product the strength of Honda technology and hero
12
Honda groups dynamism has helped hero Honda motors limited
fortune and exceed limit.
Over 19 million hero Honda two wheeler tread Indian roads
today. These are almost as many the number of people in Finland,
Ireland and Sweden put together.
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.
13
Over 20 million Hero Honda two wheelers tread Indian roads
today. These are almost as many as the number of people in
Finland, Ireland and Sweden put together!
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 bikes currently roll out from its three globally
benchmarked manufacturing facilities. Two of these are based at
Dharuhera and Gurgaon in Haryana and the third state of the art
manufacturing facility was inaugurated at Haridwar, Uttrakhand in
April this year. These plants together are capable of producing out
4.4 million units per year.
Hero Honda's extensive sales and service network now spans
over 3000 customer touch points. These comprise a mix of
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dealerships, service and spare points, spare parts stockiest and
authorized representatives of dealers located across different
geographies.
Hero Honda values its relationship with customers. Its unique
CRM initiative - Hero Honda Passport Program, one of the largest
programs of this kind in the world, has over 3 million members on
its roster. The program has not only helped Hero Honda understand
its customers and deliver value at different price points, but has also
created a loyal community of brand ambassadors.
Having reached an unassailable pole position in the Indian
two wheeler market, Hero Honda is constantly working towards
consolidating its position in the market place. The company
believes that changing demographic profile of India, increasing
urbanization and the empowerment of rural India will add millions
of new families to the economic mainstream. This would provide
the growth ballast that would sustain Hero Honda in the years to
come. As Brijmohan Lall Munjal, the Chairman, Hero Honda
Electrical: 3 Ah battery for kick start and 4 Ah battery for self start.
Seat: 2-person seat
Color options: Blue, black, red, orange, grey, maroon, silver
Comments: Optional self starter adding 4 kg to the weight. Sold in India.Hero Honda is joint venture between India´s Hero Group and Honda.
38
39
The features of the new Splendor Pro will include:
Power Start
All new APDV engine with more power
Higher fuel efficiency
Improved headlight intensity – at lower speeds ( high output ACG )
Maintenance free battery
Passing switch – for easy overtaking & conspicuity
Tyre with wider crown radius for better handling
Rear cushion with 5 step adjustments
New colours & stripes
New refreshed front visor
Tough Silver colour engine cover
Commenting on the launch, Mr. Anil Dua, Sr. Vice President (Marketing &
Sales), Hero Honda Motors Ltd said, “Splendor is the most trusted and
popular two-wheeler brand in the industry. Keeping in mind the varied
needs of customers, it has been our constant endeavour to innovate in
the deluxe category to build a range of Splendor offerings while
40
strengthening the trust of our valued customers. With the all-new
Splendor Pro, we have brought in a fresh round of excitement to our
customers. This bike re-defines performance, safety, toughness and
aesthetics in this segment. We are confident that Spendor Pro will further
augment our growth in the deluxe segment.”
“We are also looking forward to maintaining the all-time high monthly
sales numbers of the past few months. We have lined up a few more
exciting launches in the run-up to the festive season.” He added
Designed with an attention to detail, the Splendor Pro features
improvements in technology, design and aesthetics towards ensuring a
hassles-free drive for the rider.
Incorporating the New-Gen APDV engine with Advanced Pro-series
Digital Variable Ignition System, the new Splendor Pro offers greater
power of 7.8 Ps. Combined with improved safety features ranging from
toughened steering head for all terrains, and tyres with wider crown for
improved handling, the new Splendor Pro delivers on performance and
reliability. The bike also features a wide range of aesthetic improvements
such as new muffler cover, new refreshed front visor, new handle holder
and key design and Tough Silver colour engine cover.
The new Splendor Pro is attractively priced at Rs 39,950/- (spoke drum
kick, ex-showroom Delhi) and Rs 41,950/- (spoke drum self, ex-showroom
Delhi). It is being made immediately available through Hero Honda’s wide
network of over 4200 sales and service points across the country.
Hero Honda’s Splendor brand was introduced in the Indian market in the
year 1994 and since then the brand has become a living legend in the
motorcycle industry in the country, and indeed across the globe, winning
41
the unwavering trust of the customers. The bike has grown to be
synonymous with reliability, performance and value. Since its launch, the
Splendor range has been regularly updated to meet customers’ evolving
preferences and tastes.
Shades available in Hero Honda Splendor Pro
Splendor Pro is available in seven shades:- Granite blue- Black with purple stripe I- Black with purple stripe II- Black with purple stripe III- Black with silver stripe- Cloud silver- Candy red
Variants of Hero Honda Splendor ProHero Honda Splendor Pro is available in 2 variants:
42
- Splendor Pro with kick start and spoke wheels- Splendor Pro with self start and alloy wheels
CHAPTER-4
HISTORY OF TRANSPORTATION AND MOTORCYCLES
History of Transportation
Development of Transportation
Automobiles
History of Motorcycle
The Development of Machines
Manufacture of Two-Wheelers In India
Future For India Two Wheeler Industry
43
HISTORY OF TRANSPORTATION AND MOTORCYCLES
History of Transportation
Transportation means movement of and his maters from
one place to another in any part of earth It is the convergence or the
act of transporting from times immemorial main has been able to
move him powerfully influenced by easy ink surface of the earth/
In spite of adverse circumstance man by hammering
nature whether it be directly or indirectly has explored and
exploited the resources of the earth, the wheels the sails, the steam
engine the internal combustion. Engine the electronic motor are the
few landmarks in transportation. The greatest break through man in
the technology of flight promise of 21st century approached to be
copped by the rocket engine. By this, main was free from
dependence or earth atmospheres and permitted him to visualize
traveling to the other places.
44
Development of Transportation
Before the close of 19 th century, although for two decades,
there was much experimentation in construe of vehicles powered by
the interment combustion engine. The full impact felt by forms of
transport was product. Before the first world road transport, which
had begun to encroach on rail and water great strides between the
was and challenged rail at the chief of both passenger and goods in
the 2 decades following world war II
Automobiles
A self-propertied passenger vehicle designed to be operated
on ordinary roads may be called an automobile. According to the
services rendered the general motor vehicle may be classified into
several types namely motorcar, motorcycle, scooter etc. All these
vehicles certainly require fuel. This fuel may be either pectoral or
diesel. They are the essential fuel required for automobile
operation. But in the present circumstances, as is knows to all the
natural resources of petrol and diesel being consumed rapidly which
45
alert us the need of a new fuel for which experimentation is going
on for instance the solar energy is trying to be experimental with.
History of Motorcycle
A motorcycle is a vehicle, which the principles of bicycle
and the internal combustion entire are combined. The internal
combustion engine generally is a gasoline engine. The term covers
a range of machine form 50cc piston displacement or below
(mopeds or motorcycles) to 100cc multiple cylinder models of
which the U.S Harley – Davidson and India V T wins, the British
1000cc square 4 aerial, and the 4 cylinder. Italian M.V Augusta is a
representative. The term motorcycles also covers motor scooters,
which have power until from 50cc to 250 cc.
An Englishmen, Edward butter the first motorcycle in 1884
but the first motorcycle to appear publicity was one built by
“Gottlied Daimer” of can start, Wurttemberg of germane in 1885
Motorcycle did not attain even slight public popularity until toward
the end of 19th century. French and Belgium designers were among
the markets of the practical motorcycle engines and motorcycle
46
increasing steadily throughout the first 30 years of the20th century.
In both world wars, motorcycles were widely used for military
purposes and after World War II, an appreciation of the remarkable
revival of public interest in motorcycle, mopeds and scooter. In the
united states the year after the world be compared with that western
Europe Although at times, the continuing popularity of two-
wheelers transport has been questioned, there is no doubt that it was
firmly established in the second half of the 20th century the motor
provided a means of individual powered transport, combining
reliability, economy and comfort young people had always been
quick to appreciate its advantages moreover the sporty and travel
appeal of the two-wheeler expanded yearly
The Development of Machines
The development of motorcycle was steady in the formative
years positioning of the poor unit varied but by 1910, designers had
recognized that the most practical point was two and central later
motorcycle or were attached by long belts and plates to frames.
47
Frames were building up from steel tubing joined by either welding
or barging.
Early single cylinder commercial motorcycle persisted in the
second half of 20th were four strokes, in which values were
employed with the compressing firing in one direction (upward or
down word) only many below 250cc capacity were 2 strokes
through a succession of passage wall and parts, The European
method of rating an engine is by the volumetric. The house power
rating is used in some countries, including the United stares a rough
equivalent in between 8to10 HP per 100cc for models with 2 to 4
cylinders.
Multiple cylinders ensure smooth running and because light
weight models cheap to run and easy to maintain two of the
foremost British design the four strokes 192cc water cooled
velocity LE and the 2 strake 250cc aerial had was for themselves
for most positions combustive and ignition were greatly improved
over even the method of years earlier and bore title resemblance to
the sedimentary forms on pioneer motorcycles the combustive was
48
a compact and reliable instrument measuring. The sparsely the
prepositions of fuel and able to serve indefinitely without major
adjustments. Elementary tube ignition had given way to advance
forms of electrical generation by means of magnetic or an induction
coil
The magneto was either separate price of mechanism driver
from the engine by means of gearing a chains or more integral with
the flywheel.
Manufacture of Two-Wheelers In India
Most of the two-wheelers industries do not manufacture all the
parts, usually orders are placed the best industries which have
capacity to manufacture the right quality and quality in a specified
time certain industries purchase spare form small industries as per
the instructions given by the government to develop the small
industries.
The two-wheeler industry manufacture only the main parts
like engine, gear unites wheel drums etc. where as they purchase
49
combustor form worlds best manufacture like “SPACO”
“MICARBO” “ORBITAL” Because this is the part which helps for
the better mileage. Other parts like tyres, tubes, bearings,
speedometer, shack absorbers horns, bulbs, cables etc, are
purchased from certain recognized industries. Certain other things
like wiring plastic and fiber parts seats etc are purchased from
small-scale units.
In the forgoing steel sheets are converted into this needs like
body cover chassis and other welded by electrolysis process, it is
then painted. The parts are then sent to assembly section. The
vehicles are then taken into test ride on test tracks. If the vehicles
perform. Well to the standards, the vehicle is ready for dispatch.
Future For India Two Wheeler Industry
Two wheelers in India is a glowing market which no doubt by
the turn of country will become the largest market users look
forward to area of choice, as they have an option form several
50
highly quality products which are priced and available at reasonable
cast.
As the “eighties” faced a tremendous growth of two-wheeler
over 4 fold jumping from 4.20 lakh in the year 1980 to 1724 laks
1989. But the Nineties
“Hold out great challenges ahead. If eighties was the decade for
quality “mine these could be the decade for quality. Engines with
higher fuel efficiently low maintenance cost excellent after sales
services penetration in to semi urban and rural arrears are the
important factors for survival customers is a ware of the latest
technology of the products the buys.
51
Chapter – 5
CONSUMER ATTITUDE TOWARDS TWO WHEELERS
Consumer attitude
Determinant of buyer behavior, Internal factors
Conclusion
52
CONSUMER ATTITUDE TOWARDS TWO WHEELERS
Consumer Attitude
Consumer attitude is comparative a new field of study. It is the
attempt to understand and predict human action is the buying role. It has
assumed growing importance under market oriented or customer
oriented market planning and management buyers market for many
products and the growth of consumerism and consumer legislation since
1960 have created special interest in buyer behavior and the formulation
of marketing mixed to responds favorable buyer behavior in the market
place.
Buyer behaviour is defined as all psychology social and physical
behaviour of potential, customer as they become aware of evaluate
purchase consumer and tell other about “product and service “ each
element of this definition is important.
Buyer behavior involves both individual ( psychological) process and
group (social) process.
Buyer behavior is reflected from awareness right through past
purchase evolution indicating satisfaction or non satisfaction from
purchase.
Buyer behavior includes communication, purchasing and
consumption behavior.
Consumer attitude is basically social in nature. Hence, social
environment plays an important role in shaping buyer behavior.
Buyer behavior includes both consumer & industrial buyer behavior.
53
Buyer behavior includes the acts individual directly involved in
obtaining and using economic goods and service including sequence of
decision process that processed and determine three acts. Actual
purchase only a part of the decision process. In buyer behavior we
consider not only why, how and what people buy but and under what
condition the purchase is made understanding of buyer behavior is
essential in marketing planning and performance.
The final analysis of the buyer behavior is one of the most
important key to successful marketing
Determinant of buyer behavior
Buyer behavior is a process, consumers are subjected to various
stimuli, therefore the consumer mind regarded as a block box as we
cannot see what is going on in his mind he response to the stimuli or
inputs and may purchase some products 2 service of interest to the
marketing managements.
The model of behavior is a stimulus responds model. Response
may be division to purchase or not to purchase.
Under the system views of buyer behavior have :
1. Inputs
2. Processing
3. Outputs
4. Feed back loop
The object of the process is of course expected satisfaction or
service.
54
Buyer behavior is an orderly process where by the buyer interest is
with his or her environment making a purchase decision on product.
1. Internal or individual factor are psychological factor such as :
a) Motivation
b) Perception
c) Bearding
d) Attitude
e) Personality
2. Socio- culture factors are :
a) Family
b) Reference group
c) Social class
d) Culture
3. Environmental factors are :
a) Economics
b) Technological legal and political factors
4. Buyer is the “comer- stone” of marketing strategy. Firms must
understand buyer behavior to achieve the defective of customer
satisfaction buyer mind is called the black box inputs are processed in
this mind and buyer response become the output of the psychological
process.
The output in the form of buying a product is the objective of the
market but this project is only a study of consumer psychological
behavior.
55
Chapter-6
SURVEY ANALYSIS AND INTERPRETATION
56
SURVEY ANALYSIS
This Chapter deals with the analysis of data collected from the
survey of customer opinions about the Hero Honda CBZ Motorcycle.
The data has been analyzed with reference to the stages involved
in the purchase decision process of consumers vise; need arousal,
information search, and evaluation of alternatives, purchase decision and
post purchase behavior of consumer.
In the case of study on consumer behavior the respondents play
vital role. Individuals and groups who satisfy their needs by obtaining
products or value from enterprises involved in the manufacture of such
products or provision of such services are called consumers.
In this chapter, we have analyzed the data of respondents. This
would necessitate obtaining the accurate demographic profile of the
respondents.
A convenient sampling technique was made use of for this survey
and the number of respondents chosen was 50.
57
1. Respondents Age Group
The following table reveals the classification of Respondents
according to their age group.
Table-1
Classification of respondents based on age.
Source: Field survey
Table-1 indicates the age group of respondents out of which 16%
of total belong to the age group of below 35 years, 20% respondents
belong to the age group of 25 to 30 years. 42% of respondents belong to
the age group of 30 to 35 years and the remaining 22% belong to the age
group of 35 years and above.
Age Groups No of Respondents PercentageBelow 25 8 1625 to 30 10 2030 to 35 21 4235 & above 11 22Total 50 100
58
Graph shows classification of respondents based on age
59
2. Educational qualification of respondents
The Educational qualification of respondents has been classified
into 5 categories as shown in the following table.
Table-2
Classification of respondents based on Education
Source: Field survey
Table-2 indicates the educational qualifications of respondents.
Out of total No. Of Respondents 42% are educated up to graduation,
14% up to PUC 8% up to SSLC, 32% of respondents educated up to post
graduation and only 4% of respondents have other qualification.
Education Level No of Respondent PercentageUp to SSLC 4 8PUC 7 14Graduates 21 42Post Graduates 16 32Others 2 4Total 50 100
60
Graph shows educational qualification of respondents
61
3. Occupational pattern:
Occupation refers to the kind of work with which an individual
becomes completely engaged. It is also denotes the habitual
employment, profession, craft or trade of an individual. It is an
instrument of livelihood and an essential factor in society.
In our study the occupation of the respondents has been classified
into 5 categories as shown in the table-3
Table -3
Classification of respondents based on occupation.
Source: Field survey
Table 3 and clearly indicates the occupation of respondents. Out of
the total number of respondents 26% belongs the business class, 10%
Occupation No. Of Respondents PercentageGovt. Employee 6 12Private Employee 19 38Business man 13 26Agriculture 7 14Any other 5 10Total 50 100
62
belongs to the student’s folk, 12% of respondents are government
employees, 38% belongs to private employees and the remaining 14% of
respondents are agriculturist.
Graph shows classification of respondents based on occupation
63
4. Income Group (Per Annum)
Income is considered to be one of the main determinants of one’s
social and economic position. The statuses of individual differ on
account of income variation within the same occupation. It is the
income, which reflects the standard of living in the society. The
following table represents yearly income of the respondents.
Table 4
Classification of respondent Based on income
Source: Field Survey
Table 4 indicates income group of respondents, out of the total
respondents 12% belongs to the income group of Below Rs 5000, 24%
belongs to the income group of 5000 to 10000, 36% belongs to the
income group of 10000 to 15000, and remaining 28% belongs to the
income group of 15000 to Above.
Income Group No. of Respondents PercentageBelow Rs 5000 6 125000 to 10000 12 2410000 to 15000 18 3615000 and above 14 28Total 50 100
64
Graph shows classification of respondent Based on income
65
5) Different brands of motorcycles possessed by the respondents
The fallowing table respondents the owners of different brands of
Consumer, buyer behavior is a process involving a series of
related and sequential stages of activities. The process begins with
the discovery and recognition of an unsatisfied need or ant. It
becomes as drive. Consumers begin a search for information,
followed by evaluation of alternatives and a purchase decision.
Then we have a period of post purchase behavior during which the
consumer evaluates the purchase and the satisfaction it is or is not
delivering. Let us now describe briefly the five steps in the purchase
decision Process.
1) Perceived want or desire
Buying process begins when a person begins to feel that a
certain need or desire has assign and it has to be satisfied, Needs
may be ignited by internal stimulus or some external stimulus called
a sign or cue. The intensity of want will indicate the speed with
which a person will move to fulfill the unsatisfied want.
2) Information search
The person will have to search for relevant information about
the brand, location and the manner of obtaining the product.
Consumer can tap many sources of information. E.g. family,
friends, neighbors, opinion leaders etc, markets also provide
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relevant information through advert sign, dealers, and sales
promotion. We have also mass media like newspaper. Radio,
Television etc.
3) Evaluation of alternatives
Available information can be employed to evaluate thealternatives (Product or brands). This is the critical stage in theprocess of buying, particularly for costly goods. There are severalimportant elements in the process of evaluation.
A product is viewed as a bundle of attributes. These attributesor features are used for evaluating alternative brands.
4) Purchase Decision
While the consumer is evaluating the alternatives, He withdevelop, some likes and dislikes about the alternative brands. Thisattitude toward brands influences his insertion to buy, other factorsinfluence the intention to purchase are; social factors such asattitude of reference group members on whom he relies for finalselection. Situational factors like availability, dealer’s terms andconditions, falling prices due to recession, loss of job oremployment etc.
5) Post purchase behavior
Feedback information is important as far as the seller isconcerned. A brand preference naturally repeats sales to a marketer.A satisfied buyer is a silent advertisement. Is the purchased brandfails to give the expected satisfaction to the buyer, it affects thesales negatively. A satisfying experience of a buyer tends tostrengthen the brand preference.
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Factors influencing in buying decision of two
wheelers
1) Mileage:
Majority of the respondents have considered mileage as a
very significant factor in influencing the selection of two wheelers.
The consumer who is assured of quality of products, then he looks
for minimum operational expenses. Even increasing price of
petroleum products has made the consumer to prefer the vehicles
with extra mileage.
2) Price:
The initial cost of the vehicle is another important influencing
factor in buying decision. This is especially important in a
developing country like India where many people struggle to take
both ends meet together.
Even discount offers, cash down payments, bearing the cost
of registration, insurance, etc, by the dealers have also influenced
the prospective buyers to take buying decisions of two wheelers
3) Appearance:
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It is also one of the important which influences in selection of
two wheelers. Every motorcycle has its own appearance. A
motorcycle should be so designed that the consumers should feel
pride of owning it. The younger generation is influenced by this
factor.
4) Technology:
Technology plays a vitals role in selection of two wheelers.
Because it brings sophistication into life. It gives more and more
comfort features. So that easy to start, easy to ride, trouble free
performance is achieved.
5) Durability:
When the customer are paying for the product. As the two-
wheeler is a long-term investment. Durability of the bike is an
important factor which influences in buying decision
6) Resale value:
A few respondents have considered resale value of the bike is
an important factor which influences in purchasing. It is so because
few owners have the hobby of charging their vehicles often. The
government service and other employees have stressed more for this
factor and business group have not.
7. Colors:
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Now a day’s customer desired to have their bike with
different colors. But they have expressed that they do not have
variety of colors choice. It is also an important factor in buying
decision because the customers are switch over to other motorcycles
when they’re desired colors of bike is not.
8. Less Repair:-
The two-wheeler is a vehicle, which is continuously used.
Each and every buyer expects trouble free performance. So, it is
also one of the important influencing factors while purchasing a
motorcycle.
9. Quality:
Now a day’s buyers are becoming quality conscious. The two-
wheeler is an assembly of various parts.
The quality of each and every part is essential in maintaining
the overall quality of the two-wheeler. Some of the respondents
have opines that quality of the motor cycle is also one of the
significant factors which influences in buying decision
10. After sales service:
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After sales service rendered by the dealers is also one of the
influences factor while purchasing a motorcycle. People want to
purchase motorcycle at a showroom where after sales service is
very good and quick.
11. Safety driving:
Road grip and other technology of safe riding is a very
important factor influencing in selection of two wheelers. The
customer who is assured of quality of product, then we looks for
convenience of riding even increasing accidents of two wheelers
has resulted consumer to prefer motor cycles which are safe to ride.
12) Credit quality:
When ever the dealers offer credit facility. Then the customers
are gains to purchase motorcycles. Lower as well as middle class
people have stressed this factor as important while purchasing a
motorcycle.
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Chapter – 7
FINDINGS, SUGGESTIONS AND CONCLUSION
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Findings Suggestions and Conclusion
After analyzing the responses received from the Hero Honda
Motor Cycle users of different brands with care and thoroughness.
The fallowing conclusions have been drawn. Implementation of it
may lead to greater satisfaction of the needs and wants of
consumers as well as a larger market share and more profitable
result manufacturers.
Some findings have also been made for Hero Honda Splendor
Pro like Hero Honda Passion, Hero Honda CD SS, Hero Honda