A LIVE PROJECT REPORT ON

COMPARITIVE STUDY ON CONSUMER BUYING BEHAVIOUR OF HERO HONDA

AND PULSAR

Submitted to:Mrs. Bhaktidhara Mohapatra

Faculty-Marketing Management-I INC-Mira Road

PREPARED BY:SUNIL D.TIWARI

8NBMM017ICFAI NATIONAL COLLEGE

ACADEMIC YEAR(2008-2010)

CERTIFICATE

I Mr. SUNIL.D.TIWARI OF ICFAI NATIONAL COLLEGE of MBA(SEM-I) hear by certify that the

project made on “COMPARITIVE STUDY ON CONSUMER BUYING BEHAVIOUR OF HERO

HONDA AND PULSAR” in the Academic Year 2008-2010 is true and original to the best of my knowledge.

SIGNATURE OF STUDENT

(Sunil D.Tiwari)

CERTIFICATE

I, Bhaktidhara Mohapatra here by certify that Mr. SUNIL.D. TIWARI of ICFAI National College of MBA (SEM-I) has completed the project on “COMPARITIVE STUDY ON CONSUMER BUYING

BEHAVIOUR OF HERO HONDA AND PULSAR” in the academic Year 2008-2010.

The information submitted is true and original to the best of my knowledge.

Date:Place: Mumbai

DECLARATION

I Mr. SUNIL.D.TIWARI of ICFAI NATIONAL COLLEGE of MBA (SEM-I), here by declare that I have completed this project on COMPARITIVE STUDY ON CONSUMER

BUYING BEHAVIOUR OF HERO HONDA AND PULSAR in the academic Year 2007-2009. The information submitted is true and original to the best of my knowledge.

SUNIL.D.TIWARI

ACKNOWLEDGEMENT

I hereby take this opportunity to thank all those people including my friends and colleagues who have helped me for the successful completion of this project.

I would also like to thanks my entire faculty guide for the continuous support and guidance they have

rendered for the successful completion of this project.

I express my gratitude’s towards my parents and sister for their encouraging support, incandescent sprit and endurance towards the making of this project.

In the ends a special thanks to all members who are directly or indirectly associated with the project.

INDEXSr.no Topics.

1) INTRODUCTION.

2) HISTORY OF BAJAJ

3) HISTORY OF HERO HONDA.

4) BAJAJ Vs HERO HONDA.

5) ANALYSIS.

6) CONCLUSION.

BAJAJ IN INDIA

Founded in 1926, the Bajaj Group is amongst the top 10 business houses in India. Its footprint stretches over a wide range of industries, spanning automobiles (two-wheelers and three-wheelers), home appliances, lighting, iron and steel, insurance, travel and finance. 

The group’s flagship company, Bajaj Auto, is ranked as the world’s fourth largest two- and three- wheeler manufacturer and the Bajaj brand is well-known in over a dozen countries in Europe, Latin America, the US and Asia. The present Chairman and Managing Director of the group, Rahul Bajaj, took charge of the business in 1965. Under his leadership, the turnover of the Bajaj Auto the flagship company has gone up from Rs.72 million to Rs.46.16 billion (USD 936 million), its product portfolio has expanded from one to and the brand has found a global market. He is one of India’s most distinguished business leaders and internationally respected for his business acumen and entrepreneurial spirit.

Bajaj Pulsar DTSiBajaj Auto Ltd has launched Pulsar DTSi in its attempt to remain 'Distinctly ahead'. The all new Pulsar DTSi is packed with the path breaking next generation technology of digital biking. Its various digital systems like capacitor discharge ignition (CDI) system, Digital console and Digital Twin Spark ignition (DTSi) provides efficient fuel combustion and better performance under all conditions. The latest DTSi engine of Bajaj Pulsar DTSi, with twin spark plugs and 8 bit microprocessor chip, generates the pulsating 18 ps of power to excite the bikers and its advanced exhausted technology ensures the great performance at lower rpm. 

The muscular aerodynamic shape of Pulsar DTSi and its 1350 mm of wheel base with 17" large alloy wheels give this Bajaj bike a robust presence on the road. For the first time in India, Pulsar DTSi is equipped with an Oil cooler, tube less tyres and new digital console that makes the Pulsar most sporty and stylish two wheelers on Indian roads.

Launched in three variants of 200cc, 150cc and 180 cc, Pulsar DTSi has a price tag of Rs.70-75,000 (approx.) and up for sale throughout the dealerships of Bajaj Auto India. 

Key Features of Bajaj Pulsar DTSi

Engine Oil Cooler to control the temperature and maintain the high speed and rpm.

Digital Odometer, Digital Speedo Meter, Digital Fuel Gauge and two Digital Trip Meters contribute to enhanced riding comfort.

Tubeless tyres for better road grip and stability. First bike in India with large 33 mm front fork for better shock

absorbing ability. Constant velocity (CV) carburetor for high level of performance. Split seat for better riding and sitting comfort. The new Petrol tank flaps give petrol tank an aerodynamic looks.

HORO HONDA IN INDIA

“Hero” is the brand name used by the Munjal brothers in the year 1956 with the flagship company Hero Cycles. 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

Over 19 million Hero Honda two wheelers tread Indian roads today. 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 UNICORN Be A Wing Rider

Honda Unicorn is the first motorcycle in India to have hi-tech Mono Suspension, which enhances the riding comfort and control. This is the first motorcycle to Indian market by the company setting up new benchmark in the motorcycle segment with its swift acceleration, superior mileage, international styling, riding comfort and convenience. It is engineered and styled for the taste of the younger generation..  

Company Stroke Maximum Power Displacement

Honda Motorcycles & Scooters India Private Limited

4-Stroke, single cyl, air cooled

13.5PS@8000 rpm

149.1 cc

Key features of Hero Honda Unicorn

Best pick up in its class. It delivers an incredible 60 kms to a liter. It is a perfect fusion of sporty & macho design. With Mono Suspension & Diamond frame, it takes all kinds of road

shocks with absolute ease. It is the only motorcycle equipped with a puncture resistant Tupp up

Tube.

BAJAJ(PULSAR) Vs HERO HONDA(UNICORN )

Vs

Bajaj Pulsar DTSi

Benefits: - The pulsar is a very responsive bike and pulls with authority. It's also much smoother than before, plus it packs in a lot of goodies like a digital speedometer. It is one of the most powerful 150 cc bike. It is the best equipped bike at present, matched only by the Apache RTR 160.

Drawbacks: - There are just too many pulsars on the road today so it is doubtful that anyone will give you a second look. It also has typical Bajaj problems like the chain getting loose frequently. The engine although smooth is still not in Honda's league. The gearbox is an improvement on older pulsars but again doesn't match with Honda.

Hero Honda Unicorn

Benefits :- The Unicorn's engine is the smoothest, quietest and most refined in this group. Ride the bike and you will understand what Honda engineering means. It is also the only bike with mono shock suspension in India. It also has the best build quality. It delivers the best mileage. And is also suitable to you because you have very long legs. Don't worry about repairs on this bike as it comes with Honda's bullet proof reliability.

Drawbacks- It's acceleration doesn't matchup with other bikes in this group. But it gives the best mileage. It doesn't offer value for money and the styling may look dated. It doesn't come with goodies like digital speedometer.

FACTORS INFLUENCING CONSUMER BUYING BEHAVIOUR

A consumer, making a purchase decision will be affected by the following three factors:

1. Personal Factors 2. Psychological Factors 3. Social Factors

Personal Fectors

These factors were varying from person to person. Demographic Factors. Sex, Race, Age etc. played major role in buying two wheelers for individual use.Young people in age group of 18-35yrs purchased two wheelers for different various reasons while older people in age group of 35-50yrs purchased just for travelling purpose only.

Psychological Fectors

There were many people who wanted to purchase two wheelers just because they had sense of love and belonging for bikes. This was found more among Hero Honda user. They are mostly see performance of the bike and services that provided by companies and want their bike to be smooth while driving the bike.

Social Fectors

There were many people who bought bikes because of social factors like on their parents, friends and relatives opinion. There were few people who bought their bikes for style and status. Besides this to my surprise I found out that in today’s world boys play major role in buying decisions for themselves and for their family also.

This also played a greater role in purchasing decision of two wheelers by individuals. Boys who were in age group of 18-25yrs were more interested in features as compared to other factors described.

Q.Do you have a bike?Yes NO

BIKEYES NO38 2

Q. Using bike for which purpose?

Office Travelling Both Others

PURPOSE

TRAVELLINGOFFIC

E BOTH OTHERS16 10 8 6

Q. Which company bike do you possess?Bajaj Hero Honda Others

COMPANY

HERO HONDA BAJAJ OTHERS21 12 7

Q. Why did you prefer this brand over other brand?Quality features Availability PricePREFERENCE

QUALITY FEATURES AVAILIBILITY PRICE12 19 3 5

Q.Which type of bike you prefer for travelling?

100cc 150cc More than 150ccBIKE FOR TRAVELLING

100CC 150CC

MORE THAN 150C

11 19 9

FACTORS INFLUENCING SALES OF TWO WHEELERS

Features: It plays major role in sale on any bikes. Today people are more attracted towards the features of bikes and are ready to spend huge amount of money on buying a handset having huge numbers of features.E.g. Hero Honda karizma

Price:- Price also plays a major role. Companies need to place their products in such a way that it can differentiate itself from others by its price. If price of bike is kept low and more features are provided to customers than company can create market for itself.

Availability:- Products need to be available easily. Customers don’t like to travel much to buy bikes. They prefer to get their bikes from nearest showrooms so in order to be market leader companies should make sure that there products are easily available to customers.

After sales service:- Companies should make sure that they provide good after sale service to their customers and there problems are rectified as soon as possible. The turnaround time should be very less that customers don’t have to wait too long for their problems so to be solved.

Quality:- The quality of products should be very good. Today’s customers want value for money if that is not provided than company will find it difficult

to position itself in the market.

CONCLUSION:- After doing extensive research on two wheelers I have come to the following conclusions:

21 people prefer Hero Honda(unicorn), therefore if the price rises and 5 people which look for another alternative if the price of Hero Honda is rise. It was also found that from the Survey of 40 Samples, 21 Persons prefer using unicorn12 person prefer Bajaj pulsar DTSI150 and 7 people uses other two wheelers for travelling or office purpose.

Findings.

From the survey, it is founded that most of the people prefer Hero Honda unicorn for office use and travelling purpose.

If the price of Hero Honda unicorn increases there would be 5person who will change their Brand preference .

People prefer more quality and features of two wheelers rather than the price.

The brand image is been reflected in the individual’s mind rather than the promotional strategies.

Limitations and Recommendations

As the study was taken in one area only, and also the sample size of doing the survey was also very limited i.e. 40 samples the results need to be understood keeping in mind. In future, the study in more localities or a town may reveal difference if any in respondent preferences. Also for the study of two wheelers reveals that, the consumers the decider, have only the preference of Hero Honda and Bajaj pulsar DTSI even if the price of two wheelers rises and if the same trend continues the other companies would be finding it very difficult to be stable. This study has made conjoint design but alternate ways to measure consumer preferences which can be used in future.

In the recommendations it can be said that there should be more development in finding out the different buying behavior and preferences by the other two wheeler industries in a promotion intensive environment and also the quality.

References

Sample Survey by making the Questionnaire

www.Hero Honda .com

www.Bajaj.com

QuestionnaireName:Age:Occupation:

1. Do you have a bike?Yes No

2. Using bike for which purpose?Office Travelling Both Others

3. Which company bike do you possess?Bajaj Hero Honda Others

4. Why did you prefer this brand over other brand?Quality features Availability Price

5. Will you prefer another bike if price is reduced?Yes No

6.Which type of bike you prefer for travelling? 100cc 150cc More than 150cc