19302926 Consumer Buying Behviour on Hero Honda Bike Copy

8/11/2019 19302926 Consumer Buying Behviour on Hero Honda Bike Copy

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ASTUDY

ONCONSUMER BUYING BEHAVIOUR AT TIME TO

PURCHASE HERO HONDA BIKE.

A Report submitted in partial fulfillment of the requirements for the awardof the degree of

BACHELO OF BUSINESS ADMINISTRATIONTO

SOUTH GUJARAT UNIVERSITY, SURAT

Submitted By:TARANG P PATI

T!"!B!B!A! #S$%&'I( R) N)!&*+

,nder the guidan-e of%R!.)R%A/!0!PAT$

Submitted To:THE CO-ORDINATOR

THE SURAT PEOPLES CO-OP. BANK COLLEGE OF

BUSINESS ADMINISTRATION,0.NA #S,ART(

March !!"

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THE SURAT PEOPLES CO-OP. BANK COLLEGE OFBUSINESS ADMINISTRATION

CERTIFICATE OF THE FACULTY GUIDE

This is to -ertify that the pro2e-t entitled #A STUDY ON CONSUMER BUYING BEHAVIOUR AT TIME TO PURCHASE HEROHONDA BIKE. Submitted in partial fulfillment for the award of thedegree of BACHELOR OF BUSINESS ADMINISTRATION TOSOUTH GUJURAT UNIVERSITY, SURAT is a re-ord of bonafideresear-h wor3 -arried out by TARANG P PATI under my super4isionand guidan-e!

Signature Signature

Pro2e-t Guide 5o&)rdinator #Prof !.!0!Patel( #%RS! 0AIS" S!T(

DECLARATION

*


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INDEX

This is the pleasure mo4ement for me to e;pli-ate my energi edintelligen-e! Than3s to 5o&5oordinator Prof S!/! daisy and to my guide prof!

.!0!Patel from the Surat people


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LIST OF TABLE AND GRAPH

N$. Na & $% Ta('&* A Gra6h*

NUMBER SUBJECT

3 INTRODUCTUIONHISTORY OF COMPANY

* THEORETICAL BACKGROUND CONSUMER BUYING BEHAVIOUR

PROBLEM DEFINATION

PROBLEM DEFINATION SCOPE OF STUDY OBJECTIVES OF STUDY

LIMLTATIONS OF STUDY RESEACH METHODOLOGY

7 INTRODUCTION RESEARCH DESIGN SOURCES OF DATA RESEARCH INSTRUMENT SAMPLING PLAN DATA COLLECTION METHOD DATA ANALYSIS AND INTERPRETATION

8 FINDINGS

9 REFERENCE MATERIAL

" BIBLIOGRAPHY

4 APPENDI:

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1 Age wise 5lassifi-ation* )--upation wise 5lassifi-ation+ In-ome wise 5lassifi-ation

> Sour-es of finan-e? Analysis of Preferring Auto %obile@ Sour-es of Pur-hasing 5ar

Age '9S usage of -ompanies 5ar 1 0e-ision ma3er for pur-hasing 5ar C =eature 5onsideration when pur-hasing 5ar

1D Attributes of Showroom11 S-hemes that Attra-t most1* =eatures of Pur-hasing 5ar

CHAPTER :1

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INTRODUCTION

INTR)0,5TI)N )= IN0,SR"

.IST)R" )= 5)%PAN"

INTRODUCTION

%aruti Su u3i India imited subsidiary of Su u3i %otor 5orporation of Eapan6 is IndiaFs

largest passenger -ar -ompany6 a--ounting for o4er >? of the domesti- -ar mar3et! The

-ompany offers a -omplete range of -ars from entry le4el %aruti DD and Alto6 to

hat-hba-3 Rit 6 A star6 Swift6 8agon&R6 $stillo and sedans 0/ire6 SH> and Sports ,tility

4ehi-le Grand 'itara!

It was the first -ompany in India to mass&produ-e and sell more than a million -ars! It is

largely -redited for ha4ing brought in an automobile re4olution to India! It is the mar3et

leader in India and on 1 September *DD 6 %aruti ,dyog imited was renamed %arutiSu u3i India imited! The -ompany


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%aruti Su u3i is India and Nepal!* by Su u3i of Eapan

owned 1 !* of the -ompany! The BEP&led go4ernment held an initial publi- offering of

*? of the -ompany in Eune *DD ! As of 1D %ay *D116 Go4t! of India sold its -omplete

share to Indian finan-ial institutions! 8ith this6 Go4t! of India no longer has sta3e in

%aruti ,dyog! %aruti ,dyog imited #%, ( was established in =ebruary 1C 16 though

the a-tual produ-tion -ommen-ed in 1C + with the %aruti DD6 based on the Su u3i Alto

3ei -ar whi-h at the time was the only modern -ar a4ailable in India6 its only -ompetitors&

the .industan Ambassador and Premier Padmini were both around *? years out of date at

that point! Through *DDC6 %aruti Su u3i has produ-ed o4er ? %illion 4ehi-les! %aruti

Su u3is are sold in India and 4arious se4eral other -ountries6 depending upon e;portorders! %odels similar to %aruti Su u3is #but not manufa-tured by %aruti ,dyog( are

sold by Su u3i %otor 5orporation and manufa-tured in Pa3istan and other South Asian

-ountries!

The -ompany annually e;ports more than ?D6DDD -ars and has an e;tremely large

domesti- mar3et in India selling o4er +D6DDD -ars annually! %aruti DD6 till *DD>6 was

the IndiaFs largest selling -ompa-t -ar e4er sin-e it was laun-hed in 1C +! %ore than a

million units of this -ar ha4e been sold worldwide so far! 5urrently6 %aruti Su u3i Alto

tops the sales -harts and %aruti Su u3i Swift is the largest selling in A* segment! 0ue to

the large number of %aruti DDs sold in the Indian mar3et6 the term %aruti is

-ommonly used to refer to this -ompa-t -ar model # %aruti is another name of the

.indu god6 .anuman(! %aruti Su u3i has been the leader of the Indian -ar mar3et for

o4er two de-ades! Its manufa-turing fa-ilities are lo-ated at two fa-ilities Gurgaon and

%anesar south of 0elhi! %aruti Su u3i


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The -ompany is a subsidiary of Su u3i %otor 5orporation6 Eapan6 whi-h owns

?>!* per -ent of %aruti Su u3i! Publi- and finan-ial institutions own the rest! It is listed

on the Bombay Sto-3 $;-hange and National Sto-3 $;-hange in India! 0uring *D1D&116

%aruti Su u3i sold @>6 >* -ars6 of whi-h ?+6D*> were e;ported! In all6 o4er si; million

%aruti Su u3i -ars are on Indian roads sin-e the first -ar was rolled out on 1> 0e-ember

1C +! %aruti Su u3i offers 1> models6 %aruti DD6 Alto6 8agonR6 $stilo6 A&star6 Rit 6

Swift6 Swift 0/ire6 SH>6 )mni6 $e-o6 Gypsy6 Grand 'itara6 Ji ashi! Swift6 Swift 0/ire6

A&star and SH> are manufa-tured in %anesar6 Grand 'itara and Ji ashi are imported

from Eapan as -ompletely built units#5B,(6 remaining all models are manufa-tured in

%aruti Su u3iFs Gurgaon Plant!

Su u3i %otor 5orporation6 the parent -ompany6 is a global leader in mini and-ompa-t -ars for three de-ades! Su u3i


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N ) ! 1 I N I N0IA APP$A ST,0" 6 *DD@!

TNS N) ! 1 IN T)TA 5,ST)%$R SATIS=A5TI)N 6 ? "$ARS IN A R)8 6 *DD* K D@! N) ! 1 IN G )BA 5)RP)RAT$ S)5IA R$SP)NSIBI IT" ST,0" 6 *DD@!

NI$ S$N

R ANJ$0 A%)NG T)P + IN T.$ 5 )RP)RAT$ I%AG$ % )NIT)R 6 *DD?

A ,T)5AR 5NB5% AN,=A5T,R$R )= T.$ " $AR 6 *DD?

B$ar $% D+r&c/$r*

5hairman: %r! R!5! Bharga4a

%anaging 0ire-tor and 5$) %r! S! Na3anishi

0ire-tors: %r! %an4inder Singh

%s! Palla4i Shroff

%r! Jeni-hi Ayu3awa

%r! Amal Ganguli

%r! 0! S! Brar

%r! )samu Su u3i

0ire-tor M %$)#$ngineering(: %r! Jeii-hi Asai

0ire-tor M %$) #%ar3eting M Sales(: %r! Shu2i )ishi

#Produ-tion( %r! Tsuneo:

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Pr$ )c/*

I. C)rr& / *a'&* $% a)/$ $(+'&*;

%anufa-tured lo-ally:

1! DD # aun-hed 1C +(

*! )mni # aun-hed 1C >(

+! Gypsy # aun-hed 1C ?(

>! 8agonR # aun-hed *DD*(

?! Alto # aun-hed *DDD(

@! Swift # aun-hed *DD?(

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! $stilo # aun-hed *DDC(

! SH> # aun-hed *DD (

C! Swift 0/ire # aun-hed *DD (

1D!A&star # aun-hed *DD (

11!Rit # aun-hed *DDC(

1*!$e-o # aun-hed *D1D(

I 6$r/& ;

1! Grand 'itara # aun-hed *DD (

*! Ji ashi # aun-hed *D11(

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D+*c$ /+ )& car $ &'*;

1! 1DDD #1CCDK1CC>(

*! /en #1CC+K*DD@(

+! $steem #1CC>K*DD (

>! Baleno #1CCCK*DD (

?! /en $stilo #*DD@K*DDC(

@! 'ersa #*DD1K*D1D(

! Grand 'itara H #*DD+K*DD (

0)%$STI5 SA $S AN0 S$R'I5$ N$T8)RJ

The -ompany has the largest sales and ser4i-e networ3 amongst -ar manufa-turers inIndia! It had @ 1 sales outlets in >?> -ities as on +1st %ar-h6 *DDC! The -ar par3 of the-ompany is in e;-ess of se4en million 4ehi-les and to ser4i-e this -ar par36 the -ompanyhas *6 @ ser4i-e wor3shops in 16+1> -ities! The ser4i-e networ3 of %aruti Su u3iin-ludes 0ealer 8or3shops6 %aruti Authorised Ser4i-e Stations #%ASs(6 %aruti Ser4i-e%asters #%S%( and %aruti Ser4i-e /ones #%S/(!Besides selling and ser4i-ing 4ehi-les6the -ompany pro4ides its -ustomers with 7one&stop&shop e;perien-e su-h as Automobile=inan-e6 Automobile Insuran-e6 %aruti Genuine Parts and A--essories6 $;tended8arranty and %aruti 5ertified pre&owned -ars! The -ompany had +1? pre&owned -aroutlets in 1 1 -ities as on +1st %ar-h6 *D11! regional offi-es 1@ 6 onal offi-es 6D>6area

offi-es DC6total sales networ3 @ 1! TOTAL SERVICE NET 5ORK "9"delhi -orporate offi-e%anesarplant6Andhrapradesh6Assam6Nagaland6%anipur6%i oram6Bihar65hhattisgarhGu2rat6.aryana6.ima-halpradesh6EammuMJashmir6Ehar3hand6Jarnata3a6Jerala6%adhya

pradesh6%aharashtra6%eghalaya6Newdelhi6)disha6Pondi-herry6Ra2asthan6Si33imAruna-halpradesh6 uttara3hand6west bengal6pun2ab6uttar pradesh6andaman M ni-obarislands6dadra M nagalha4eli6daman M diu6la3shadweep65handigarh6Tripura

$HP)RTS%aruti Su u3i e;ported the first lot of ?DD -ars to .ungary in September6 1C !Presently6 we are e;porting to o4er 1DD mar3ets in $urope6 Asia6 atin Ameri-a6 Afri-aand )-eania! In *DD &DC6 the -ompany laun-hed a new model A&star that meets stringent$uropean safety and emission regulations! The -ompany has e;ported o4er ?DD6DDD -arsso far! In *D1D&116 in asso-iation with %undra Port S$/ imited6 the -ompany had set upthe state&of&the&art fa-ilities at %undra Port6 Gu2arat for e;port of -ars! This -ar e;portterminal offers a 7Roll )n6 Roll )ff #R)R)( berth6 whi-h speeds up the loading

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pro-ess and minimises the -han-e of damage to -ars! The -ompany also has a Pre&0eli4ery Inspe-tion #P0I( 5entre at %undra!In a first of its 3ind initiati4e6 the -ompany6in partnership with Indian Railways6 has de4eloped double de-3er rail wagons fortransporting e;port -ars from %anesar manufa-turing fa-ility to %undra Port! Port=a-ilities for $;port !

TOP 3! E:PORT MARKETS9?,"83NETHERLANDS VOLUME COUNTRY 9 ,39= ,ALGERIA 78,!49 ,ITALY7!,? 8,CHILE,=",= ? ,U.K. ?, "4! SRI LANKA 4,!?!,GERMANY

,? 7,HUNGARY 3?,?7=,NEPAL 3",7 =0$A $RSThe dealers and their sales e;e-uti4es are the first point of -onta-t for the -ompanyFs-ustomers!Therefore6 their feedba-3 is gi4en utmost -onsideration while upgrading produ-ts andser4i-esof the -ompany! The -ompany ma3es efforts to upgrade their e;-ellen-e through 4arious

engagement a-ti4ities!0ealer %anagement Systems #0%S(0%S is the first of its 3ind IT based networ3 system in India! The system enablesdealerships a-ross India to ha4e seamless business transa-tions and helps build lastingrelationships with -ustomers!)ngoing0ealer 5onferen-e This annual e4ent pro4ides opportunity to dealer 5$)s to share their thoughts and best pra-ti-es6 besides setting the dire-tion for future!

ANN,AIn4entory %anagement The -ompany monitors and ta3es all steps to 3eep the in4entoryof dealers at minimum le4els to a4oid additional -ost to the dealership! )ngoingGuidan-e on Business and =inan-ial %atters $a-h dealer is entrusted to a Territory Sales%anager and Territory Ser4i-e %anager of the -ompany! These e;e-uti4es6 with the helpof the senior management6 guide dealers on business pro-esses6 manpower de4elopmentand fund management! They identify opportunities for growth6 and organise e4ents for-ustomer interfa-e!)ngoing!

The 5ompany belie4es that good -orporate go4ernan-e ensures fair and transparent business en4ironment whereas6 wea3 -orporate go4ernan-e leads to waste6mismanagement and -orruption! Therefore6 the 5ompany follows the basi-s of good5orporate Go4ernan-e and has been su--essful in establishing trust betweensta3eholders6 management and the board of dire-tors!

II %anufa-turing fa-ilities:

%aruti Su u3i has two state&of&the&art manufa-turing fa-ilities in India! Both

manufa-turing fa-ilities ha4e a -ombined produ-tion -apa-ity of 16*?D6DDD 4ehi-les

annually!

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III! G)r@a$ Ma )%ac/)r+ @ Fac+'+/2;

The Gurgaon %anufa-turing =a-ility has three fully integrated manufa-turing plants and

is spread o4er +DD a-res #1!* 3m *(! All three plants ha4e an installed -apa-ity of

+?D6DDD 4ehi-les annually but produ-ti4ity impro4ements ha4e enabled it to

manufa-ture DD6DDD 4ehi-les annually! The Gurgaon fa-ilities also manufa-ture

*>D6DDD K-Series engines annually! The entire fa-ility is equipped with more

than 1?D robots6 out of whi-h 1 ha4e been de4eloped in&house! The Gurgaon

=a-ilities manufa-tures the DD6 Alto6 8agonR6 $stilo6 )mni6 Gypsy and $e-o!

IV. Ma &*ar Ma )%ac/)r+ @ Fac+'+/2;

The %anesar %anufa-turing Plant was inaugurated in =ebruary *D11 and is spread o4er

@DD a-res #*!> 3m*(! Initially it had a produ-tion -apa-ity of 1DD6DDD 4ehi-les annually

but this was in-reased to +DD6DDD 4ehi-les annually in )-tober *DD ! *?D6DDD 4ehi-les

ta3ing total produ-tion -apa-ity to ??D6DDD 4ehi-les annually further in-reased the

produ-tion -apa-ity! The %anesar Plant produ-es the A&star6 Swift6 Swift 0/ire and SH>!

V. Sa'&* a *&r1+c& &/ $r ;

As of +1 %ar-h *D11 %aruti Su u3i has C++ dealerships a-ross @@@ towns and -ities in

all states and union territories of India! It has *6C>@ ser4i-e stations #in-lusi4e of dealer

wor3shops and Maruti Authorised Service Station s( in 16+C? towns and -ities throughout

India! It has +D $;press Ser4i-e Stations on +D National .ighways a-ross 16+1> -ities in

India! Ser4i-e is a ma2or re4enue generator of the -ompany! %ost of the ser4i-e stationsare managed on fran-hise basis6 where %aruti Su u3i trains the lo-al staff! )ther

automobile -ompanies ha4e not been able to mat-h this ben-hmar3 set by %aruti Su u3i!

The $;press Ser4i-e stations help many stranded 4ehi-les on the highways by sending

a-ross their repair man to the 4ehi-le!

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VI. Mar)/+ I *)ra c&;

aun-hed in *DD* %aruti Su u3i pro4ides 4ehi-le insuran-e to its -ustomers with the

help of the National Insuran-e 5ompany6 Ba2a2 Allian 6 New India Assuran-e and RoyalSundaram! The ser4i-e was set up the -ompany with the in-eption of two subsidiaries

%aruti Insuran-e 0istributors Ser4i-es P4t! td and %aruti Insuran-e Bro3ers P4t!

imited ! This ser4i-e started as a benefit or 4alue addition to -ustomers and was able to

ramp up easily! By 0e-ember *DD? they were able to sell more than two million

insuran-e poli-ies sin-e its in-eption!

VII. Mar)/+ F+ a c&;

To promote its bottom line growth6 %aruti Su u3i laun-hed %aruti =inan-e in Eanuary

*DD*! Prior to the start of this ser4i-e %aruti Su u3i had started two 2oint 4entures

5iti-orp %aruti and %aruti 5ountrywide with 5iti Group and G$ 5ountrywide

respe-ti4ely to assist its -lient in se-uring loan! %aruti Su u3i tied up with ABN Amro

Ban36 .0=5 Ban36 I5I5I imited6 Jota3 %ahindra6 Standard 5hartered Ban36 and

Sundaram to start this 4enture in-luding its strategi- partners in -ar finan-e! Again the

-ompany entered into a strategi- partnership with SBI in %ar-h *DD+ ! Sin-e %ar-h *DD+6

%aruti has sold o4er 1*6DDD 4ehi-les through SBI&%aruti =inan-e! SBI&%aruti =inan-e is

-urrently a4ailable in 1@@ -ities a-ross India! 5iti-orp %aruti =inan-e imited is a 2oint

4enture between 5iti-orp =inan-e India and %aruti ,dyog imited its primary business

stated by the -ompany is hire&pur-hase finan-ing of %aruti Su u3i 4ehi-les ! 5iti

=inan-e India imited is a wholly owned subsidiary of 5itiban3 )4erseas In4estment5orporation6 0elaware6 whi-h in turn is a 1DD wholly owned subsidiary of 5itiban3

N!A! 5iti =inan-e India imited holds > of the sta3e and %aruti Su u3i holds the

remaining *@ ! G$ 5apital6 .0=5 and %aruti Su u3i -ame together in 1CC? to form

%aruti 5ountrywide!%aruti -laims that its finan-e program offers most -ompetiti4e

interest rates to its -ustomers6 whi-h are lower by D!*? to D!? from the mar3et rates!

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VIII. Acc&**$r+&*;

%any of the auto -omponent -ompanies other than %aruti Su u3i started to offer-omponents and a--essories that were -ompatible! This -aused a serious threat and lossof re4enue to %aruti Su u3i! %aruti Su u3i started a new initiati4e under the brand name

'$NT,R$S

Name 5omponent o-ation

Asahi India Glass td! Glasses Bawal #Rewari(

Bellsoni-a! Auto 5omponents Bawal #Rewari(

5limate Systems India td!Radia

Radiators Assembly Bhiwadi

0enso India td! Auto $le-tri-als0adri #Greater Noida(

=%I Automoti4e ! $;haust System

%anesar #Gurgaon(

%ar3 $;haust Systems td! $;haust Systems6 0oor Sashes

Gurgaon

Jrishna %aruti td! Seats9. Roof90oor Trim Narsinghpur #Gurgaon(

%agneti %areli Powertrain $le-troni- %anesar #Gurgaon(

THEORITICAL BACKGROUND

5)NS,%$R B,"ING B$.A'I),R

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CONSUMER BUYING BEHVIOUR

The main aim of mar3eting is meet and satisfy target-ustomers need and wants buyer beha4ior refers to the peoples or organi ation -ondu-t a-ti4ities and together with the impa-t of 4arious influen-e on them towards ma3ing de-ision on pur-hase of

produ-t and ser4i-e in a mar3et! The field of -onsumer beha4ior studies how indi4iduals6 groups and organi ation sele-t6 buy6 useand dispse of goods6 ser4i-e6 ideas6 or e;perien-e to satisfy their needs and desires understanding -onsumer beha4ior and 3nowing-ustomer are ne4er simple! The wealth of produ-ts and ser4i-e

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produ-ed in a -ountry ma3e our e-onomy strong! The beha4ior of human being during the pur-hase is being termed as 7Buyer Beha4ior ! 5ustomer says one thing but do another! They may not

be in tou-h with their deeper moti4ations! They are responding toinfluen-es that -hange their mind at the last minute! A buyer ma3esta3e a de-ision whether sa4e or spend the money

0efinition of Buyer Beha4iuor:& Buyer beha4ior is7all psy-hologi-al6 So-ial and physi-al beha4iors of potential-ustomers as they be-ome aware of e4aluate6 pur-hase6 -onsumeand tell others about produ-t M ser4i-e!

Consu e! Bu"in# De$ision P!o$ess

There are following fi4e stages in -onsumer buying de-ision pro-ess!

3. Pr$('& + & /+%+ca/+$ ;-The buying pro-ess starts when the buyer re-ogni es a problem or need! The need -an be triggered by internal or e;ternal stimuli!%ar3eters need to identify the -ir-umstan-es that trigger a

parti-ular need! By gathering information from a number of -onsumers6 %ar3eters -an identify the most frequent stimuli thatspar3 an interest in a produ-t -ategory! They -an then de4elopmar3eting strategies that trigger -onsumer interest!

. I %$r a/+$ S&arch;- The -onsumer tries to -olle-t information regarding 4arious

produ-ts9ser4i-e! Through gathering information6 the -onsumer

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learns about -ompleting brands and their features! Information may be -olle-ted form maga ines6 -atalogues6 retailers6 friends6 familymembers6 business asso-iation6 -ommer-ial6 -hamber of -ommer-e6 telephone dire-tory6 tradefair et-! %ar3eters should findout the sour-e of information and their relati4e degree of importan-e to the -onsumes!P&r*$ a' S$)rc&*; =amily6 friends6 neighbor6 asquittan-es!C$ &rc+a' S$)rc&; Ad4ertising6 sales persons6 dealers6

pa-3aging6 displays! P)('+c *$)rc&* : mass media6 -onsumer6 rating organi ations!

E 6&r+ & /a' *$)rc&* ; .andling! $;amine6 using the produ-t!

=. E1a')a/+$ $% a'/&r a/+1&;-

There is no single pro-ess used by all -onsumers by one -onsumer in all buying situations! There is se4eral =irst6 the -onsumer

pro-esses6 some basi- -on-epts are:=irst6 the -onsumer is trying to satisfy need!Se-ond6 the -onsumer is loo3ing for -ertain benefits from the

produ-t solutions! The mar3eter must 3now whi-h -riteria the -onsumer willuse in the pur-hase de-ision!

>. Ch$+c& $% 6)rcha*+ @ &c+*+$ ;-

=rom among the pur-hase of alternati4es the -onsumer ma3es thesolution! It may be to buy or not to buy! If the de-ision is to buy!The other additional de-isions are:

1% &'i$' (")es o* +i,e 'e us( +u"

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*! =rom whom to buy a bi3eO +! .ow the payment to be madeO And so on! The mar3eter up to this stage has tried e4ery meansto influen-e the pur-hase beha4ior6 but the -hoi-e is properly-onsumers! In the e4aluation stage the -onsumer forms preferen-esamong the brands in the -hoi-e set! The -onsumer may also forman intention to but the most preferred brand!

?! P$*/ P)rcha*& B&ha1+$r;-

After pur-hase the produ-t6 the -onsumer will e;perien-e the same

le4el of produ-t! The %ar3eter


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the produ-t is probably not 4ery satisfying! If the -onsumer throwsthe produ-t away6 the mar3eter needs to 3now how they dispose of it espe-ially it -an be hurt the en4ironment!

Charac/&r+*/+c $% B)2&r B&ha1+$r*The -hief -hara-teristi-s of the buyers beha4iors are as follow:& It -onsists of mental and physi-al a-ti4ities whi-h -onsumersunderta3e to get goods and ser4i-es and obtain satisfa-tion fromthem!< > It in-ludes both obser4able a-ti4ities su-h as wal3ing throughthe mar3et to e;amine mer-handise and ma3ing a pur-hase andmental a-ti4ities&su-h as forming attitudes6 per-ei4ing ad4ertisingmaterial6 and learning to prefer parti-ular brands! 5onsumer beha4iors are 4ery -omple; and dynami- to-onstantly -hanging! And therefore6 management need to ad2ustwith the -hange otherwise mar3et may be lot! The indi4iduals spe-ifi- beha4iors in the mar3et pla-e isaffe-ted by internal fa-tor6 su-h as need 6 moti4es6 per-eption6 andattitudes6 as well as by e;ternal of en4iourmenatal influen-es su-has the family so-ial groups6 -ulture6 e-onomi-s and businessinfluen-es!

CHAPTER:.**


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PROBLEM DEFINATIONPROBLEM DEFINATION

OBJECTIVE OF STUDY

LIMITATIONS OFSTUDY

PROBLEM DEFINATION To 3now the best -onsumer buying beha4ior and demandinto the minds of -onsumer of A2mer -ity be-ause always-onsumer say something and does something! There are many-ompanies manufa-turing 5ars into the mar3et6 at the same time asthere are many -ompanies manufa-turing 5ars6 idea about thin3ingof -ustomer on whether6 what6 how6 and for whom to pur-hase the5ar!

Therefore6 resear-h is required to measure present -onsumer

buying beha4ior at the pur-hase of %aruti Su u3i 5ar! so theresear-her problem is to identify what are the -riteria that prospe-ti4e -ustomer ta3es into -onsideration before buying the5ars!

SCOPE OF STUDY

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The main s-ope of the study is limited to A2mer -ity!

It also analysis the benefits a--ruing to the -ompany as aresult of those ser4i-e!

This study has been made to find the le4el of satisfa-tion the-ustomer has regarding the ser4i-e pro4ider by 5ar pla-e!

OB/ECTIVES OF STUDY

To 3now mar3et position of %aruti Su u3i 5ars in themar3et!

To 3now -onsumer beha4ior for pur-hase of =our wheeler 5ar!

Li i(0(ions o* s(u "

8hen the buyers are busy we -an


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A--ording to the time limit of our pro2e-t we -an -o4er only the some area!

0uring sur4ey some respondents may not gi4e answer in a proper manner!

CHAPTER:-2RESEARCH METHDOLOGY

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INTRODUCTION

RSEARCH DESIGNSOURCES OF DATASAMPLING PLANDATA COLLECTION METHOD

RESERCH METHODOLOGY

I /r$ )c/+$ %ar3eting resear-h is the fun-tion whi-h lin3s the

-onsumer6 -ustomer and publi- to the mar3eters throughinformation used to identify and define mar3eting6 opportunities

and problems6 generates refine mar3eting a-tion monitor mar3eting performan-e and impro4e understanding of mar3etingas a pro-ess!

%ar3eting resear-h spe-ifies the information required toaddress these issues designs the method for -olle-tion informationmanages and implements the data -olle-tion pro-ess analysis theresults and -ommuni-ation the findings and their impli-ation!

R&*&arch &%+ +/+$ ; 7Resear-h is -areful inquiry or e;amination to dis-o4er new information and relationship and to e;pand and to 4erifye;iting 3nowledge6

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Resear-h always starts with questions or a problem! Its purpose is to find answer to questions through the appli-ation of the s-ientifi- method! It is a systemati- and intensi4e studydire-ted towards a more -omplete 3nowledge of the sub2e-tstudies! R&*&arch &*+@

7Resear-h design is the plan6 stru-ture and strategy of in4estigation -on-ei4ed so as to obtain answer to resear-h questionand to -ontrol 4arian-e!

& BY KERLINGER =rom definition it is e4ident that resear-h design is more or less a

blueprint of resear-h!

At the outset may be noted that there are se4eral ways of studying and ta-3ling a problem! There is no signal perfe-t design!The resear-h design -an be -lassified in to true broad -ategories:

#A( $;ploratory#B( 0es-ripti4e#5( 5asual

$;ploratory resear-h is fo-us on the dis-o4ery of ideas!$;ploratory resear-h is -arried out to define problems andde4eloped hypothesis to test later! An e;ploratory study isgenerally based on the se-ondary data that are reading a4ailable! Itdoes not ha4e to -hange his fo-us of dire-tion6 depending on thea4ailability of new ideas and relationship among 4ariables!

0es-ripti4e studies are underta3en in many -ir-umstan-es!0es-ripti4e studies -an be -omple;6 determining a high degree of s-ientifi- s3ill on the part of the resear-her! 5asual resear-h helps in determined -ause and effe-trelationship! Between two or more 4ariables!

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The present study see3s to find out the -onsumers attitudetowards buying of 5ar! The study also aims at findings out thedrawba-3s of the mar3eting set up of %aruti su u3i P'T! T0! Sothis ma3es the study a des-ripti4e one!

S$)rc&* $% Da/a

The sour-es of data -olle-tion methods are as follows!

a( Pr+ ar2 a/a :&

The primary data is that whi-h details we -olle-t first timefrom the mar3et and also used first time in the resear-h! 8e alsosay that the information is first time in the resear-h de-ision! To-olle-t the primary data questionnaire is prepared stru-ture non&disguise questionnaire is prepared!

(>S&c$ ar2 a/a;-

Se-ondary data are those data whi-h are already -olle-ted bysomeone for some purpose and are a4ailable for the present studyse-ondary data are already -olle-ted by the -ompany


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Resear-her instruments is the tool by whi-h the resear-her -an do resear-h on spe-ifi- problems or ob2e-ti4e! The most

popular resear-her instrument for -olle-tion data is7Luestionnaire for a parti-ular in4estigation! It is simple for amoiled set of questions presented to respondents for their answers!0ue to this fle;ibility6 it is most -ommon instrument used to -olle-tthe primary data! 0uring the pre& testing of questionnaire6 I seenthe rea-tion of respondents and suggestions required to ma3e-hange in resear-h instrument!

The questionnaire -ontains three types of questions!

O6& -& & )&*/+$ ;-

It is helpful in 3nowing what is uppermost in the mind of therespondents! It gi4es -omplete freedom to the respondent!

D+ch$/$ $)* )&*/+$ * :&

It has only two answers in form Qyes< or Qn

In this6 the respondent is offered two or more -hoi-e!Sa 6'+ @ 6'a

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Sampling is a pro-ess of obtaining! The information aboutthe entire population by e;amine a part of it !The effe-ti4eness of the resear-h depends on the sample si e sele-ted for the sur4ey

purpose!

(A) sample Site: T'e su!3e" 40s $on u$(e in A5 e! CITY%

#B(Sa 6'+ @ U +/;- It means 78ho is to be sur4eyed ! .ere target population isde-ided and it is who are interested to pur-hase 75ar and

sampling frame is de4eloped so that e4ery one in the target population has 3nown -han-e of being sampled! So the sur4ey is-ondu-ted parti-ularly in A2mer 5ity! Sa 6'& *+ &;- =or the purpose of proper sur4ey6 there is need of perfe-tresear-h instruments to find out sample si e for more a--urateresult about buying beha4ior of 5ar! The sample si e is 1DDrespondents!

Sa 6'+ @ M&/h$ ;-

A Stratified random sample is one where the population is

di4ided in to mutually e;hausti4e strata or sub&group and then asimple random is sele-ted within ea-h of strata on age groups6o--upation et-! It may be noted that stratifi-ation does not meansabsen-e of randomness! I use a simple random sampling method!

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+1


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1% AGE &ISE CLASSIFICTION

Age #in year( No! of respondents Per-entage # (1 &*D +D +D*1&*? + +*@&+D 1? 1?+1&+? D@ D@

+@&>D D D>1M abo4e D? D?

Total 1DD 1DD

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#Sour-es: Luestionnaire&personal 0etail(

5omment:& Abo4e Graph shows are +D of respondent in age groupof 1 &*D6 + of respondent in age group of *1&*?6 1? of respondent in age group of *@&+D6 and ? respondent are -omein +@&>D and >1Mabo4e!

6% OCCUPATION &ISE CLASSIFICATION

)--upation No! of respondents Per-entage # (Ser4i-emen > >

Student +D +DBusiness 1* 1*

Profession D D)thers D+ D+Total 1DD 1DD

++


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#Sour-es: Luestionnaire&personal detail(

5omment:& Abo4e 5hart Shows that > respondent are Ser4i-emen outof 1DD and +D are the students! 1* respondents are businessman!

.% INCOME &ISE CLASSIFICATION

In-ome e4el No! of respondents Per-entage # ( ?DDDD 1D 1D

?DDDD&1DDDDD 1? 1?1DDDDD&1?DDDD *? *?1?DDDD&*DDDDD * *

*DDDDD Abo4e ** **Total 1DD 1DD

+>


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#Sour-es: & Luestionnaire K Personal 0etail(

5omment:& Abo4e graph shows that 1D of respondents are in-omein ?DDDD in-ome le4el6 Se-ond 1? of respondents are of ?DDDD&1D6DDDD in-ome le4el! *? of respondents are of 1DDDDD&1?DDDD6 * of respondents are of 1?DDDD&*DDDDD and remain** of respondents abo4e *DDDDD of in-ome le4el!

2% SOURCES OF FINANCE

Sour-es of =inan-e No! of respondents Per-entage # (By -ash >? >?By oan ?? ??

Total 1DD 1DD

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#Sour-es: & Luestionnaire Lue! (

5omment:& Abo4e Graph shows that ?? people pur-hase %arutiSu u3i 5ar =or by oan and >? people pur-hase %aruti Su u3i5ar from 5ash!

7% ANALYSIS OF PREFERING AUTO MOBILE

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Auto %obiles No! of respondents Per-entage # (A2mer Auto >? >?

Ra2 Auto *? *?)ther +D +DTotal 1DD 1DD

#Sour-es: & Luestionnaire K Lue! (

5omment:&

+


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Abo4e 5hart shows that out of 1DD6 +D respondents prefer other Automobile to pur-hase 5ar! >? respondents prefer A2mer Auto to pur-hase 5ar!

8% FROM &HICH SOURCE YOU PURC0HSE$0!

Sour-es No! of respondents Per-entage # ( News Paper 1* 1*

T!'!Ad4ertisement 1> 1>=riends *@ *@

)thers > >Total 1DD 1DD

#Sour-es: & Luestionnaire K Lue!+(

5omment:& Abo4e graph shows that > respondents are -ome to3now from the Qother

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from the Qfriends M 1* respondents are -ome to 3nowfrom the T!'!Ad4ertisement M news paper!

2% &'o is e$ision 0,e! *o! )u!$'0sin# $0! in "ou!*0 i9"

Sour-es No! of respondents Per-entage # (=ather >@ >@

Self >* >*%other 1D 1D)thers D* D*Total 1DD 1DD

#Sour-es: & Luestionnaire K personal detail M Lue&>(

5omment:&

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Abo4e Graph shows that >@ respondents ta3e de-ision by father for pur-hasing bi3e! And >* respondents are ta3ede-ision by self for pur-hasing 5ar

7% &HAT FEATURES YOU CONSIDERS&HEN YOU PURCHASE $0!s PLEASE GIVES

THE RAN %

8eightage @ ? > + * 1

Attributes $;-ellent 'eryGood Good A4erage Poor 'eryPoor Total

Pri-e +D *D 1 1@ 1D D@ 1Dess

maintenan-e1 11 1 +D 1+ 11 1DD

Style *1 1 1C 1D 11 *1 1DD0urability 1D 1 1@ *> *1 1* 1DD%ileage *> 1C 1> 1 DC 1 1DD

$asy 0ri4ing *D 1* *1 *+ 1D 1> 1DDBrand

Reputation1 1C 1> *1 1 1* 1DD

5olor * 1C 1 1+ 1D 1* 1DDPi-3 up 1C ** 1? *D 1> 1D 1DD

Total 1 1? 1?* 1 > 11? 11? CDD

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Attributes 8eightagePri-e >*@

ess maintenan-e +?Style +??

0urability ++?%ileage + 1

$asy 0ri4ing +@Brand Reputation +@*

5olor >D@

Pi-3 up + *Total ++ D

#Sour-es: & Luestionnaire K personal detail M Lue&?(

5omment:&

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Abo4e -hart show that more no of respondents are gi4emore weightage to the pri-e!

8% RATE THE FOLLO&ING ATTRIBUTES OFSHO& ROOM

Attributes $;-ellent 'eryGood

Good A4erage Poor Total

A4ailable +D *> 1 1@ 1* 1DDAfter Ser4i-e 1@ +? *> 1? 1D 1DDJnowledge)f Sales man

*D *1 *+ *D 1@ 1DD

Ser4i-e *? 1 * 1C 11 1DDInfrastru-ture 1* *C *D 1 ** 1DDTotal 1D+ 1* 11* 1 ?DD

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#Sour-es: & Luestionnaire K personal detail M Lue&@(5omment:&

Abo4e -hart shows that +D respondents out of 1DD area4ailable who gi4e 8eight age on the e;-ellent and se-ond +?respondents out of 1DD are after ser4i-e who gi4es 8eight age onthe 'ery Good6 *+ respondents are Jnowledge of salesman who

gi4e 8eight age on the good6 * respondents are ser4i-e who gi4e8eight age on the good6 *C respondents are Infrastru-ture whogi4es 8eight age on the 'ery Good!

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;% RATE THE FOLLO&ING SCHEMES THATATTRACT YOU MOST%

Attributes $;-ellent 'eryGood

Good A4erage Poor Total

=esti4al)ffer

>+ *1 1* 1> 1D 1DD

$;-hange

)ffer

1? +1 *C 1* 1+ 1DD

Spe-ial Gift *D 1C +D *D 11 1DD5ash0is-ount

11 *1 1C +> 1? 1DD

Anni4ersary)ffer

1> 1+ 1* *D >1 1DD

Total 1D+ 1D? 1D* 1DD CD ?DD

>>


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#Sour-es: & Luestionnaire K personal detail M Lue&C(5omment:&

Abo4e graph shows that in festi4al offer >+ respondentsout of 1DD are gi4e a e;-ellent6 then in e;-hange offer +1respondents out of 1DD are gi4e a 4ery good ran36 in spe-ial gift +D

respondents are gi4e a good ran36 in -ash dis-ount +> respondentsare gi4e a a4erage ran3

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Pi-3 up *1 +@ 1 1? 11 1DDStyle 1 *? 1? *@ 1@ 1DD5olor *D *> *@ 1D *D 1DD

A4erage * *> *D 1? 1> 1DDTotal 1@ *1+ 1C* 1*? 1D+ DD

#Sour-es: & Luestionnaire K personal detail M Lue&1D(

5omment:&

>@


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Abo4e graph show that respondents gi4e more weightageto the pri-e then after they gi4e more weightage to the mileage

before pur-hasing 5ar!

CHAPTER: >

FINDINGS

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Fin in#s

The study shows that ?1 respondents are using %aruti Su u3i!The -urrent trend is that respondents gi4e ma;imum no of pointto pri-e and mileage!The study show that > respondents are -ome to 3now from7others and *@ respondents are -ome to 3now from 7friendsabout %aruti Su u3i 5ar!

The study shows that ?? respondents are pur-hase %arutiSu u3i 5ar by oan and >? respondents are pur-hase %arutiSu u3i 5ar by -ash!The study shows that +1 respondents are gi4e point to mileage!The study shows that more no! of respondents gi4es moreweightage to pri-e! The more no! of ser4i-eman6 Students6Businessmen6 and others gi4e more weightage to the pri-e whenProfessionals gi4e more weightage to the mileage!

The study shows that >@ respondents are father ta3e a de-isionto pur-hase 5ar And >* respondents are self ta3e a de-ision to pur-hase 5ar!The study shows that +D respondents are gi4e ran3 to a4ailablein show rooms and +? respondents are gi4e ran3 to after ser4i-e!

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The study shows that >+ respondents are gi4ing e;-ellent tofesti4al offer and >1 respondents are gi4e poor ran3 to theanni4ersary offer!The study shows that >? respondents are pur-hase %arutiSu u3i 5ar whose salary is below ?DDDD in-ome!

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SUGGESTIONS

1%M0!u(i Su=u,i s'ou9 in(!o u$e 0 9o4 )!i$e C0! 6%Fo! ('e )!o o(ion? $o )0n" s'o4 0,e !o0 -s'o4('0( 4i99+!In-rease the sales! The -ompany should gi4e more -on-entrate

on the ad4ertisement! >!%aruti Su u3i 5ompany should implement a new strategy toredu-e the -ompetition and lead into the four wheeler mar3et

?!As people e;pe-t more mileage per 3ilometer6 -ompany shouldin-rease the mileage of the %aruti Su u3i 5ars! @!5ompany should pro4ide the appropriate loan fa-ility to their -ustomer ! 5ompany should impro4e the quality of ser4i-e!

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CHAPTRE: @REFERENCE MATERIAL

BIB )GRAP."

APP$N0I5$S

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BIBLIOGRAPHY

%ar3eting resear-h6 G!5!Beri6 Third $dition6 Tata %-Graw.ill Publishing 5ompany imited6 New 0elhi6 *DDD

%ar3eting management6 Philip Jotler6 Twelth #%illennium(edition6 Prenti-e&.all of India Pri4ate imited6 New 0elhi6 *DD+

8ebsite of %aruti Su u3i

?+


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APPENDICES

UESTIONNAIRE

A STUDY ON CONSUMER BUYING BEHAVIOURAT TIME TO PURCHASE 0!u(i su=u,i%

1 0o you ha4e own 5arO

#a( "es U V! #b( No U V

If yes than6

* 8hi-h -ompany 5ar do you ha4e at presentO

5ompany WWWWWWWWWWWWWWWWWWWW

+ 8hom do you refer to pur-hasing 5arO

#A( News paper U V #5( T' ad4ertisement U V #B( =riends U V #0( others U V

> 8ho is de-ision ma3er for pur-hasing -ar in your familyO

#A( =ather U V #B( %other U V#B( Self U V #0( other U V

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? .ow you pur-hase 5arO

#A( By -ash U V #B( By oan U V

@ 8hat features you -onsiders when you pur-hase 5ar pleasegi4e the ran3!

attributes e;-ellent 'erygood

good A4erage Poor 'ery poor

pri-eess maintenan-e

Style0urability%ileage$asy dri4ingBrand reputation5olor

Rate the following attribute of show room

Attributes 1 * + > ?

A4ailable

After sales

Ser4i-es

infrastru-ture

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=rom where are you pur-hasingWWWWWWWWWWWO

#A( a2mer auto U V #5( ra2 Auto U V#B( others U V

C Rate the following s-hemes that attra-t you most!

attributes 1 * + > ?Spe-ialoffer $;-hange

offer Spe-ialgift5ashdis-ount

1D Rate the following feature you ha4e pur-hase maruti su u3i

Attribute 1 * + > ?%ileageA4ailablePri-eAfter ser4i-ePi-3 up

11 gi4e your suggestion!

WWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWW WWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWW WWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWW

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CUSTOMER PERSONAL INFORMATION;-

A! Name: & WWWWWWWWWWWWWWWWWWWWWWWWWWWWW

B! Address:&WWWWWWWWWWWWWWWWWWWWWWWWWWWWWW WWWWWWWWWWWWWWWWWWWWWWWWWWWWWW WWWWWWWWWWWWWWWWWWWWWWWWWWWWWW

5! phone no:&WWWWWWWWWWWWWWWWWWWWWWWWWWWWW

0! Age #in year(:&

1 to *D U V *1 to *? U V *@ to +D U V +1 to +? U V +@ to >D U V >1 M abo4e U V

$! )--upation:&

Ser4i-es U V Businessman U V Students U V Professional U V )thers U V

=! monthly in-ome:&

?DDDD U V ?DDDD&1D6DDDD U V 16DDDDD&1?6DDDD U V 1?6DDDD&*6DDDDD U V *6DDDDD Abo4e U V

Sing!WWWWWWWWWWWWWWWWW

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0ate!WWWWWWWWWWWWWWWWWW

19302926 Consumer Buying Behviour on Hero Honda Bike Copy

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