1 Project On “Study on Consumer Buying Behavior & Satisfaction Level for Hero Honda Motorcycle with reference to Chikhli city in Navsari ” Master of Business Administration (Marketing) Submitted in partial fulfillments of requirements for award of Master of Business Administration of Tilak Maharashtra University, Pune. Submitted By: OWESH R. DABAWALA (Batch 2008-10) PRN: 07208013444 Of PAI International Centre for Management Excellence, Pune- 411001 Tilak Maharashtra University Gultekdi, Pune 411037
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Study on Consumer Buying Behaviour & Satisfaction Level for Hero Honda Motorcycle By Owesh Dabawala
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1
Project On
“Study on Consumer Buying Behavior & Satisfaction Level for Hero
Honda Motorcycle with reference to Chikhli city in Navsari”
Master of Business Administration (Marketing)
Submitted in partial fulfillments of requirements for award of Master of Business Administration of
Tilak Maharashtra University, Pune.
Submitted By:
OWESH R. DABAWALA
(Batch 2008-10) PRN: 07208013444
Of
PAI International Centre for Management Excellence, Pune-411001
Tilak Maharashtra University Gultekdi, Pune 411037
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Certificate Of Internal Guide
This is to certify that project titled ―Study on Consumer Buying Behavior &
Satisfaction Level for Hero Honda Motorcycle with reference to
Chikhli city in Navsari‖ is a bonafide work carried Out by Mr. Owesh
R. Dabawala a candidate for the award of Master of Business
Administration of Tilak Maharastra University, Pune under my guidance
and direction.
Signature of guide
Name: DR. Roshan Kazi
Date: Designation: HOD
(MBA)
Place: Institute: AIMS
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ACKNOWLEDGEMENT
Concentration, dedication, hard work and application are essential but not the only
factor to achieve the desired goal. Those must be supplemented by the guidance
assistance and cooperation of experts to make it success.
I am extremely grateful to my institute for providing me the opportunity to undertake
this research project in the prestigious field.
With profound pleasure, I extend my extreme sincere sense of gratitude and
indebtedness to Mr. Kadar Memon and Mr. Razak Memon (Founder of Supreme
Auto) for extensive and valuable guidance that was always available to me
ungrudgingly and instantly, which help me complete my project without difficulty.
I express my deep and sincere gratitude to Mr. Nitin Patel (Sales Manager of Supreme
Auto) for providing me firsthand knowledge.
Last but not the least I am indebted to Prof.R Ganesan, Director, of our institute and
my project guide Prof.Roshan Kazi (HOD OF MBA) without whose sincere gratitude
this project would not have been possible.
I am thankful to all of my friends and batch mates for their help in completing this
project work. Finally, I am thankful to my entire family members for their great support
and encouragement.
Owesh R. Dabawala
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Contents
Chapter
No.
SUBJECT
PAGE
NO.
1 Rationale of Study 1
2 Objective of the Study 6-8
Title of the project
Objective of the Study
Scope of the Study
3 Profile of Company 9-22
4 Review of Literature 23-29
5 Research Methodology 30-34
Research Design
Data collection methods/sources
Sampling plan
6 Data Analysis and Interpretation 35-50
7 Findings 51-53
8 Limitations 54-55
Appendix 56
Questionnaire 57-60
Form or any from the company 61
Bibliography 62
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Chapter: I
Rationale for The Study
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Two Wheeler Auto Mobile’s Introduction
Throughout the centuries man has striven to expand his capabilities through the use of machine. His
ever inventive mind has constantly devised ways to use tool to increase his abilities to explore the
world around him. To go faster, deeper, higher and further than before was it. Coupled with his need to
find new thrills, new adventures and new modes of transportation, the invention refinement of the
motorcycle seems an inevitable outcome.
It would seem that Michelangelo conceived of the bicycle as early 14th
century. And his drawing
shows a remarkable resemblance to he modern day bike. It had wheels of similar size and even pedals
and chain. Albeit made without any apparent means of steering.
Through never built, it was a remarkably clever design, and early bicycle makers would have done
well to study his concepts, there have, in fact been 4 machines built based on his drawing, attesting to
the viability of his design.
It wasn‘t until 1869 that the first serious attempts were made to produce motor driven bicycles.
These very first were powered by steam, and driven by leather belts or as in the case of the roper steam
velocipede of 1869 by a system of levers attached to a crank on the driven wheel.
In 1885 the Daimler, Europe this is consider by many as the first true motorcycle or motor
bicycle, as it was the first to employ an internal combustion engine and was designed from the ground
up to be motor powered. Designed by gottlibe Daimler it was powered by an Otto cycle engine
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producing about ½ horse powers. Note this design again employed wooden wheels and Daimler
dropped the twist grip controls from his 1877 design in favor of leavers on the frame.
In 1894, Hildebrand and Wolfmuller, France Worlds produce first motorcycle. It came with a 1428
cc water cooled four-stroke motor producing 2.5 bhp. And speed of 25 mph.
In 1898 orient-Aster, USA the American made production motorcycle was this entry built by the
Metz Company, in Waltham, mass, it used an aster engine that was a French copy of the Metz
Company, in Waltham, mass.
Introduction of India Two wheeler’s Company
Bikes or two wheelers in India cater to various needs of the consumers. With the choice of the Indians
improving from bicycles to two wheelers, the Indian two-wheeler market has seen a significant growth
over the years. Now owing a bike has become a must for most Indians. Even if people own a car they
prefer to have a bike as it is very economical and fuel efficient.
With the growth in the economy the demand for two wheelers is increasing over the years. It is one of
the most dynamic industries today and with the increasing competition companies are bringing in new
products with sophisticated technologies and innovative features to capture a major pie of the Indian
market and it‘s the consumer who is benefited from it..
With the availability of reduced consumer loans and high disposable income the Indian two-wheeler
industry has perceived an exceptional growth over the past few years thereby making India the second
largest market for two wheelers in the world only after China.
The motorcycle has now become one most popular mode of transportation among the Indian middle
class families because of it is cost effective, economical and easy to navigate through the traffic.
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Moreover, the people have started preferring bikes instead of scooters and mopeds and today bikes
form a major part of the Indian two wheelers.
Indian companies are one of the largest two wheeler manufacturers in the world. The number one bike
manufacturer in the world, Hero Honda is in close competition with the Indian manufacturer Bajaj
India.
The motorcycle industry in India has witnessed a tremendous change in the 90‘s with the invention of
4 stroke engine which makes the bikes more fuel efficient. Further companies are trying to bring in
more innovations to make the motorcycle ride more comfortable, safe and user friendly and
economical.
In a nut shell the followings factors can be distinguished for the growth of motorcycle industry in
India:
Easy accessibility to cheap consumer loans
The increase in the average income of the family.
The reduction in duties and taxes.
Convenience with regards to commuting as compared to the public transport system.
Continuous innovations in technology making the bikes economic and fuel-efficient.
The first choice among youths and teenagers.
IInnttrroodduuccttiioonn ooff SSttuuddyy
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Selling of any product, there is needed to build relationship with customer. For building a relationship
there is need for knowing the customer behavior and how will be they satisfied?
This project is undertaken to know the customer behavior & satisfaction level for Hero Honda
Motorcycle in Supreme Auto (at Chickhli). Also through this project get awareness that which factors
affect on the selling of bike mainly in the rural area. Because the area where project was undergoing, it
is almost rural area and most population income depends on agriculture or its products.
There were some limitations while doing the project. The data was collected by personal interviews of
the respondents. It was very challenging to fill up the questionnaire as most of the population comes
from rural back ground. As it was the rural area we were supposed to explain each and every question
of the questionnaire. Also many of them did not show any interest in filling questionnaires..
This study will help Hero Honda to know the most popular way by which they are providing services
and quality to the customers and to know various customers Perceptions.
From the study, we found that, the customers were highly satisfied with the products and service of
Hero Honda, but there were some complaints regarding after sales service and staff of Hero Honda.
It was found that Hero Honda Motorcycle is having a good brand image in the market. Most of the
respondents considered Hero Honda showroom is one of the best places to purchase of Motorcycle.
The present is the era of customers. Customers are more knowledgeable than ever before and because
the customer is more knowledgeable, companies must be faster, more agile and more creative than few
years ago. So companies should strive to enhance customer satisfaction through knowing their
expectations regarding products.
Hero Honda should improve on their after sales support, and have knowledgeable support staff. Also
Hero Honda should increase the range of its targeted market.
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CChhaapptteerr –– IIII
OObbjjeeccttiivvee ooff TThhee SSttuuddyy
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Title of the Project
In today‘s world customer is the key of the success of any business. So, Customer behavior and its
satisfaction level play very key role to sale of the product. That‘s why we decide to keep the project
title related this key factor called ―Study on consumer buying behavior and satisfaction
level for Hero Honda Motorcycle with reference to Chikhli in Navsari”.
Main purpose of the study was to know the customer buying behavior and demand into the minds of
customer of Chikhli because always customers say something and does something. At the same time as
there are many companies manufacturing motorcycles, idea about thinking of customer on whether,
what, how, and for whom to purchase the motorcycle.
Therefore, research is required to measure present consumer buying behavior at the purchase of Hero
Honda bike. so the researcher problem is to identify what are the criteria that prospective customer
takes into consideration before buying the motorcycles. Also after purchasing are customers being
satisfied or not?
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Objective of the Study
To know market position of Hero Honda bike in the market.
To know consumer behavior for purchase of two wheeler bike.
To identify the factor which influences on consumer decision?
To classify which types of customers visiting of Dealers with reference
to age, gender, income
To know which medium play important role for purchasing bike.
To study who is the decision make in purchasing bike?.
To study whether customers are satisfied with staff and services
or not?
Identifying possible areas of Improvement.
To know the status of different offers.
SCOPE OF STUDY
The main scope of the study is restricted to Chikhli city in Navsari.
This study has been made to find the level of satisfaction the customer has
regarding the service provider by bike place at Chikhli city.
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Chapter: III
PPrrooffiillee ooff TThhee CCoommppaannyy
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HERO HOND PROFILE
HERO HONDA HEADQUARTERS
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Founded January 19, 1984 in Gurgaon, Haryana, India