Deepa Consumer Buying Behaviour

8/10/2019 Deepa Consumer Buying Behaviour

http://slidepdf.com/reader/full/deepa-consumer-buying-behaviour 1/52

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CONTENTS

Chapter-I 1-18Introduction for Hero Honda

History

Key policy

Prominent Award

Chapter-II 19-27

Researc Metodolo!y

"amplin! #esi!n

#ata collection

Chapter-III 28-32

Teoretical Bac$!round

Chapter-IV 33-39

#ata Analysis % Interpretation

Chapter-V 40-45

&indin!"u!!estions % Conclusion

Bibliograph 4!-47

"##e$%re 48-51

'uestionnaire

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I+TRO#)CTIO+

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INT&O'(CTION

)E&O *&O(+,

0HERO1 te 2rand name sym2oli3in! te steely am2ition of

Mun4al 2roters* came into 2ein! in te year .5678 &rom a modest

manufacturer of 2icycle components in te early .59:;s to te world;s

lar!est 2icycle manufacturer today< te odyssey was fueled 2y one =ision

> to lon! lastin! relationsip wit e=eryone; includin! wor$ers ?dealers

and =endors8 Tis pilosopy as paid ric di=idends trou! te years8

Hero;s name synonymous wit two weelers in India is today a

multi@unit* multi product !eo!rapically di=ersified !roup of companies*

trou! fully inte!rated operations and te Mun4als roll teir own steel*

ma$e critical components and a=e te foresi!t to simultaneously

di=ersify into myriad =entures* li$e product desi!nin!* IT ena2led

ser=ices* finance and insurance* 4ust to a name few8

Te Hero pilosopy is 0to proi.e e$/elle#t tra#portatio# to

the /oo# a# at eail aor.able pri/e a#. to proi.e total

atia/tio# i# all it phere o a/tiit1

0E#gi#eeri#g Satia/tio#1 is te prime moti=e of te Hero !roup

and it as 2ecome a way of life and apart of te wor$ culture of te

!roup8 Tis is wat deri=es te !roup to see$ new =istas* adopt faster

tecnolo!y and create uality dri=en products to te utmost satisfaction

of customers* partners* dealers and =endors8

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Today te Hero ,roup as a num2er of accolades and

acie=ements to its credits8 Det consumer reuirements and newer

tecnolo!ies pro=ide fres callen!es e=ery day* and at Hero te weels

of pro!ress continue to turn88

Hero Honda ad a mar$et sare of 9F in motorcycles and GF8

In two@weelers for te year /::@:98 It as added anoter 9F points to

re!ain its mar$et sare to /::.@:/ le=els8

In Motorcycles and as furter consolidated its position in two@

weelers8 Te mar$et sares of Hero Honda in two@weelers and

motorcycles in te last 6 years8

In te year /::@:9* Hero Honda recorded a sale of /8:G million

and re!istered a !rowt of /F as compared to all India sales !rowt of

.9F in motorcycles8 Te company for te first time crossed te annual

sale of / million =eicles8 At te same time* te !ap 2etween nearest

competitors and Hero Honda is o=er . million8

Motorcycles and we 2elie=e tat our strate!y of remainin! closer to

te customers and pro=idin! products of teir coice as pro=ided tis

ad=anta!e8 e a=e continued our strate!y of 2road 2asin! our product portfolio 2ased on a series of mar$et sur=eys8

Accordin!ly in te year /::@:9* HERO HO+#A MOTOR"

launced 6 models 2asically to pro=ide additional features and also co=er

nice mar$ets8 Our lar!est sellin! models i8e8 Sple#.or a#. +aio# put

to!eter constitute a ma4or portion of our total sales8 Te onus of

pro=idin! =olume is ta$en o=er 2y oter models8 Te year also saw a

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andsome =olume of alf a million sale reali3ed from our newly launced

C# #awn8 "pare parts 2usiness* an initiati=e* wic we started to ensure

!enuine parts supply* as yielded re=enue of Rs8/G6 Crores for te

financial year /::@/::98

In te comin! days* te competition may adopt new strate!y of

2rin!in! 2i$es wit incremental power tat is o=er .::cc to ta$e on our

successful models8 Dour Company is =ery conscious a2out te future

callen!es of Indian mar$et and terefore* will continuously stri=e to stay

aead wit te introduction of new products* tecnolo!y and ser=ices8

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)ISTO& ,

en ero Cycles and Honda Motor Company of Japan in$ed teir

4oint =enture in India in April .59* few could a=e ima!ined tat te two

would !o on to create istory and 2ecome te su24ect of a case study at

2usiness scools* internationally8

But tat is te Hero Honda sa!a for you8 In a little o=er two

decades* te world;s lar!est manufacturer of 2icycles and te !lo2al

leader in motorcycles a=e created not only te orl.6 i#gle larget

otor//le /opa# 2ut also te most endearin! and successful 4oint

=enture for Honda Motor Company worldwide8 Te company as sold

o=er .6 million motorcycles and as consistently !rown at dou2le di!its

since its inception and today* e=ery second motorcycle sold in te country

is a Hero Honda8

In two decades* Hero Honda as 2uilt two world@class

manufacturin! facilities at #aruera and ,ur!aon in Haryana tat now

curn out o=er million 2i$es per year8 In tis period* Hero Honda as

set up o=er /9:: customer touc points* comprisin! a mi of dealers*

ser=ice centers and stoc$iest across rural and ur2an India8 Today* Hero

Honda is an amal!am of winnin! networ$s and relationsips wit internaland eternal sta$eolders* includin! In=estors* #ealers* (endors and

Employees8 Tese relationsips a=e elped te company old on to te

mantle of orld +o8. for years in succession8

at ma$es Hero Honda well* Hero Honda* is syner!y8 Te two

partners* leaders in teir respecti=e domains* a=e 2een a2le to

consistently draw on eac oter;s stren!ts8 Te Hero ,roup;s deep

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domain $nowled!e of te Indian mar$et and its supplier networ$ as

mesed wit Honda;s mastery o=er four@stro$e en!ine tecnolo!y to

create modern and fuel@efficient macines at afforda2le prices for India;s

/6:@:: million stron! middle class8

Pro!ressi=ely trou! te .5:s* te .55:s and now in te /:::s*

Hero Honda as relied on &6 &ea/h &eear/h a#. &eliabilit as its

2asic 2uildin! 2loc$s8 )sin! feed2ac$ from te mar$et* a fully@euipped

R % # center as consistently created 2est practices in desi!nin!* testin!

and armoni3ation* 2esides placin! stron! empasis on road safety and

ride uality8 Tis empasis as elped Hero Honda 2uild products and are

aead of teir time8

In te .5:s* for eample* Hero Honda 2ecame te first company

in India to pro=e tat it was possi2le to dri=e a =eicle witout pollutin!

te roads8 Te company introduced new !eneration motorcycles tat set

industry 2encmar$s for fuel trift and low emission8 A le!endary &ill it@

"ut it @ &or!et it campai!n captured te ima!ination of commuters

across India* and Hero Honda sold millions of 2i$es purely on te

commitment of increased milea!e8

Hero Honda was also one of Indias first automoti=e companies to!et close to te customer8 O=er te years* feed2ac$ as flowed 2ac$ and

fort seamlessly trou! a uniue CRM pro!ram @ te Hero Honda

Passport Pro!ram wic now as o=er /86 million mem2ers on its roster8

Te pro!ram as not only elped Hero Honda understand its customers

and deli=er =alue at different price points* 2ut as also created a loyal

community of 2rand am2assadors8

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Te 2est is yet to come8 Hero Honda is powerin! its way trou! a

mar$et tat is still to unleas its true potential* as 2arely two per cent of

te population as 2een penetrated so far

It isnt surprisin! tat te company is in no mood to ta$e its and

off te trottle8 As Bri4moan -all Mun4al* te Cairman* Hero Honda

Motors succinctly puts it* Le pioneered Indias motorcycle industry* and

its our responsi2ility now to ta$e te industry to te net le=el8 ell do

all it ta$es to reac tere8L

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I:E STONES ,

Heros success sa!a contains an element of spirit and enterprise< of

acie=ement trou! !rit and determination* coupled wit =ision and

meticulous plannin!8

.5 @ Joint Colla2oration A!reement wit Honda Motor Co8* -td8*

Japan si!ned "areolders A!reement si!ned

.59 @ Hero Honda Motors -td8 incorporated .56 @ &irst

motorcycle LC# .::L rolled out

.5G @ .::*:::t motorcycle produced

.55 @ +ew motorcycle model@ L"lee$L introduced

.55.@ +ew motorcycle model@ LC# .:: ""L introduced

6::*:::t motorcycle produced

.55/ @ Raman Mun4al (idya Mandir inau!urated @ A "cool in te

memory of founder Mana!in! #irector* Mr8 Raman Kant

Mun4al8

.559 @ +ew motorcycle model@ L"plendorL introduced .*:::*:::t

motorcycle produced

.55G @ +ew motorcycle model@ L"treetL introduced HeroHondas

/nd manufacturin! plant at ,ur!aon inau!urated

.55 @ /*:::*:::t motorcycle produced

.555 @ +ew motorcycle model @ LCBL introduced

En=ironment Mana!ement "ystem of #aruera Plantcertified wit I":@ .9::. 2y #+( Holland Raman Mun4al

Memorial Hospital inau!urated @ A Hospital in te memory

of founder Mana!in!8

/::: @ 9*:::*:::t motorcycle produced

En=ironment Mana!ement "ystem of ,ur!aon Plant

certified I":@.9::. 2y #+( Holland

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Sple#.or .e/lare. ;orl. No1; - larget elli#g i#gle t<o-<heeler

o.el

=)ero )o#.a +aport +rograe.= - C& +rograe. la%#/he.

/::.@ +ew motorcycle model @ LPassionL introduced

One million production in one sin!le year

+ew motorcycle model@ LJoyL introduced

6*OOO*OOOt motorcycle produced

/::/ @ +ew motorcycle model @ L#awnL introduced

+ew motorcycle model@ LAm2itionL introduced

Appointed (irender "ewa!* Moammad Kaif* Du=ra4

"in!* Har2a4an "in! and aeer Kan as Brand

Am2assadors

/:: @ Becomes te first Indian Company to cross te cumulati=e G

million sales mar$8

Sple#.or ha eerge. a the orl.; larget elli#g o.el or the

thir. /ale#.ar ear i# a ro< >2000 2001 2002?

+ew motorcycle model @ LC# #awnL introduced

+ew motorcycle model @ L"plendor NL introduced

+ew motorcycle model @ LPassion PlusL introduced

+ew motorcycle model@ LKari3maL introduced

/::9 @ +ew motorcycle model@ LAm2ition .6L introduced

Hero Honda 2ecame te orld +o8. Company for te tirdconsecuti=e year8

Crossed sales of o=er / million units in a sin!le year* a

!lo2al record8

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Sple#.or - orl.; larget elli#g otor//le /roe. the 5 illio#

ar@

+ew motorcycle model@ LCBL introduced

Joint Tecnical A!reement renewed

Total sales crossed a record of .: million motorcycles

/::6@ Hero Honda is te orld +o8. for te 9t year in a row

Ne< otor//le o.el - =S%per Sple#.or= i#tro.%/e.

+ew motorcycle model@ LC# #elueL introduced

+ew motorcycle model@ L,lamourL introduced

+ew motorcycle model@ LAcie=erL introduced

&irst "cooter model from Hero Honda @ LPleasureL

introduced

/::7@ Hero Honda is te orld +o8. for te 6t year in a row

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)E&O )ON'";S ISSION,

Hero Honda;s mission is stri=es for syner!y 2etween tecnolo!y*

systems and uman resources* to produce products and ser=ices tat meet

te uality* performance and price aspirations of its customers8 At te

same time maintain te i!est standards of etics and social

responsi2ilities8

Tis mission is wat dri=es Hero Honda to new ei!ts in

ecellence and elps te or!ani3ation for!e a uniue and mutually

2eneficial relationsip wit all its sta$eolders8

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AE +O:ICIES ,

"# E#iro#e#tl a#. So/iall "<are Copa#,

At Hero Honda* our !oal is not only to sell you a 2i$e* 2ut also to

elp you e=ery step of te way in ma$in! your world a 2etter place to li=e

in8 Besides it will to pro=ide a i!@uality ser=ice to all of its customers*

Hero Honda ta$es a stand as a socially responsi2le enterprise respectful

of its en=ironment and respectful of te important issues8

Hero Honda as 2een stron!ly committed not only to

en=ironmental conser=ation pro!rams 2ut also epresses te increasin!ly

insepara2le 2alance 2etween te economic concerns and te

en=ironmental and social issues faced 2y a 2usiness8 A 2usiness must not

!row at te epense of man$ind and mans future 2ut rater must ser=e

man$ind8

=e %t .o oethi#g or the /o%#it ro <hoe la#. <e

ge#erate o%r <ealth=

A famous uote from our orty Cairman Mr8Bri4moan -all Mun4al

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E#iro#e#t +oli/,

e at Hero Honda are committed to demonstrate ecellence in our

en=ironmental performance on a continual 2asis* as an intrinsic element

of our corporate pilosopy8

To acie=e tis we commit oursel=es to

• Inte!rate en=ironmental attri2utes and cleaner production in all our

2usiness processes and practices wit specific consideration to

su2stitution of a3ardous cemicals* were =ia2le and stren!ten te

!reenin! of supply cain8

• Continue product inno=ations to impro=e en=ironmental compati2ility8

• Comply wit all applica2le en=ironmental le!islation and also

controllin! our en=ironmental discar!es trou! te principles of

LalaraL Qas low as reasona2ly acie=a2le8

• Institutionali3e resource conser=ation* in particular* in te areas of oil*

water* electrical ener!y* paints and cemicals8

• Enance en=ironmental awareness of our employees and dealers S

=endors* wile promotin! teir in=ol=ement in ensurin! sound

en=ironmental mana!ement8

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%alit +oli/,

E$/elle#/e i# %alit i the /ore al%e o )ero )o#.a; philooph ,

e are committed at all le=els to acie=e i! uality in wate=er we

do* particularly in our products and ser=ices wic will meet and eceed

customers !rowin! aspirations trou!

• Inno=ation in products* processes and ser=ices8

• Continuous impro=ement in our total uality mana!ement systems8

• Teamwor$ and responsi2ility8

Saet +oli/,

)ero )o#.a i /oitte. to aet a#. health of its employees

and oter persons wo may 2e affected 2y its operations8 e 2elie=e tat

te safe wor$ practices lead to 2etter 2usiness performance* moti=ated

wor$force and i!er producti=ity8

e sall create a safety culture in te or!ani3ation 2y

• Inte!ratin! safety and ealt matters in all our acti=ities8

• Ensurin! compliance wit all applica2le le!islati=e reuirements8

• Empowerin! employees to ensure safety in teir respecti=e wor$

places8 Promotin! safety and ealt awareness amon!st employees*

suppliers and contractors8

• Continuous impro=ements in safety performance trou! precautions

2esides participation and trainin! of employees8

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+&OINENT ""&'S TO T)E CO+"N,

Dear Awards % Reco!nitions

2008 Q+#T( Profit Car India % Bi$e India Awards @ Bi$e Manufacturer

of te year

Oer.rie agaDi#e @ Bi$e Manufacturer of te year

TNS Voi/e o the C%toer "<ar.

• +o8. eecuti=e motorcycle "plendor +,

• +o8. standard motorcycle C# #elue

• +o8 premium motorcycle CB treme

2007 Te +#T( Profit Car India % Bi$e India Awards /::G in te

followin! cate!ory

• O=erall LBi$e of te DearL @ CB @treme

• LBi$e of te DearL @ CB @treme Qup to .6: cc cate!ory

• LBi$e Tecnolo!y of te DearL @ ,lamout P,M &I

0Most Trusted CompanyL I 2y T+" (oice of te Customer Awards

/::78

200! Ad4ud!ed Gt Top Indian Company 2y allstreet Journal Asia QTop

Indian Two eeler Company

One of te Indian8 companies to enter te &or2es top /:: Hst of

worlds most reputed companies8

+o8 . in automo2ile industry 2y T+" Corporate "ocial

&epo#ibilit "<ar.8

Best in its class awards for eac8 cate!ory 2y TNS Total C%toer

Satia/tio# "<ar. 200!

• "plendor Plus QEecuti=e

• C# #elue QEntry

• Pleasure Q,earless "cooters

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Top Indian company in te Automo2ile @ Two eeler sector 2y

#un % Bradstreet @ "eri/a# E$pre Corporate "<ar. 200!

Hero Honda "plendor rated as Indias most preferred two@weeler

2rand at te "<aaD Co#%er "<ar. 200!8

Te +#I( Profit Car India % Bi$e India Awards /::7 in te

followin! cate!ory

• Bi$e Ma$er of te Dear

• Bi$e of te Dear @ Acie=er

• Bi$e of te Year @ Acie=er Qup to .6: cc cate!ory

• Bi$e of te Dear @ ,lamour Qup to ./6 cc cate!ory

2005 Awaa3 Consumer Awards /::6 @ Indias most preferred two@

weeler

2rand 2y C+BC in te Automo2iles cate!ory

Bi$e Ma$er of te Dear Award 2y O=erdri=e Ma!a3ine

ICAI +ational Award for Ecellence Q"econd in Cost

Mana!ement /::9 in te pri=ate sector cate!ory 2y ICAI

.:t Motilal Oswal ealt Creator Award for as te most

consistent wealt creator for te period .55.@/::6

2004 inner of te Re=iew /:: @ Asias -eadin! Companies Award Qrd

Ran$ amon!st te top .: Indian companies

,(C -e=ell QHi!est Ratin! 2y CRI"I- for corporate ,o=ernance

Corporate Ecellence Award /::9 2y Indian Institute of Materials

Mana!ement8

IC"I +ational Award for Ecellence in Corporate ,o=ernance /::9

2y Te Institute of Company "ecretaries of India

2003 inner of te Re=iew /:: @ Asias -eadin! Companies Award Qrd


Most Respected Company in Automo2ile "ector 2y Business orld

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Bi$e Ma$er of te Dear 2y O=erdri=e Ma!a3ine

2002 Bi$e Ma$er of te Dear 2y O=erdri=e Ma!a3ine

inner of te Re=iew /:: @ Asias -eadin! Companies Award Q9t


Company of te Dear of ET Awards for Corporate Ecellence8

rd in Best &inancial Mana!ement and Best Operational

Efficiency cate!ory* ran$ed 7t in O=erall Best In=estor Relations;* 2y

Asiamoney8

Hi!est ealt Creatin! Company of te Dear Award 2y te

Money

,(C -e=ell QHi!est Ratin! 2y CRI"I- for Corporate

,o=ernance

2001 Bi$e Ma$er of te Dear 2y O=erdri=e Ma!a3ine

inner of te Re=iew /:: @ Asias -eadin! Companies Award Q5t


inner of Tree -ea=es8 Award for sowin! Corporate

En=ironment Responsi2ility in te Automo2ile "ector 2y Centre

for "cience % En=ironment

1999 +ational Producti=ity Award for te Best Producti=ity Award in te

cate!ory of Automo2ile % Tractor presented 2y (ice President of

India8

1995 Te Analyst Award .556 presented to Hero Honda Motors -td8 on 2ein! ran$ed 5t amon!st te most in=estor rewardin! companies

in India8

1995 +ational Award for outstandin! contri2ution to te #e=elopment of

Indian "mall "cale Industry Q+"IC Award @ Presented 2y President

of India

1991 Economic limes@Har=ard Business "cool Award for Corporate

Performance to Hero Honda Motors -td8

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BO"&' O 'I&ECTO&S ,

No Nae o the 'ire/tor Categor o 'ire/torhip

. Mr8 Bri4rnoan -an Mun4al Cairman % ole@time #irector

/ Mr8 Pawan Mun4al Mana!in! director

Mr8 Tosia$i +a$a!awa Joint Mana!in! #irector

9 Mr8 Duta$a Kudo ole@time #irector

6 Mr8 Om Pra$as Mun4al +on@eecuti=e #irector

7 Mr8 "unil Kant Mun4al +on@eecuti=e #irector

G Mr8 Tatsuiro Oyama +on@eecuti=e #irector

Mr8 Masairo Ta$eda!awa +on@eecuti=e #irector 5 Mr8 Ta$asi +a!ai #irector

.: Mr8 +arinder +at (ora +on@eecuti=e and Independent #irector

.. Mr8 Pradeeep #inodia +on@eecuti=e and Independent #irector

./,en8 QRetd8 (ed Pra$as

Mali$ +on@eecuti=e and Independent #irector

. Mr8 Anal4it "in! +on@eecuti=e and Independent #irector

.9 #r8 Pritam "in! +on@eecuti=e and Independent #irector

.6 Ms8 "o2ana Bartia +on@eecuti=e and Independent #irector

.7 #r8 (i4ay -aman Kel$ar +on@eecuti=e and Independent #irector

.G Mr8"unil Barati Mittal +on@eecuti=e and Independent #irector

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)E&O )ON'" S(+E& S+:EN'O& S+ECIIC"TIONS

Spe/ii/atio#

E#gi#eF Tra#iio#

En!ine 9@"tro$e OHC* "in!le Cylinder* Air

Cooled

Bore × "tro$e 6/89 × 6G8 mm

#isplacement ./98G cc

Compression Ratio 58. .

Ma power 78G/ Kw Q5 BHPQ U G::: rpm

Torue .:86 +m U 9::: rpm

Ma "peed 5: Kmp

Clutc 9 > "peed Constant Mes

&inal #ri=e Roller Cain

Ele/tri/al

I!nition #i!ital > C#I I!nition QAMI

Ad=anced Micro Processor I!nition

"ystem

Head -i!t ./( > 6 Multi Reflector

Halo!en Bul2 > AC Type

"tartin! Kic$ "tart "elf "tart QOptional

Tre

&ront /8G6 × . > 9 PRS 9/P

Rear /8G6 × . > 7 PR S 9P

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Spe/ii/atio#

E#gi#eF Tra#iio#

Bra@e

&ront #rum Type Internal Epandin! Type > .: mm

#ia

&ront #isc Type Hydraulic #isc Type > /.6 mm #ia

QOptional

Rear Internal Epandin! Type > .: mm

dia

S%pe#io#

&ront Telescopic Hydraulic &or$

Rear "win! Arm wit Hydraulic "oc$

A2sor2ers

'ie#io#

#imensions Q-H .556 × G6 × .:56 mm

eel Base ./76 mm

,round Clearance .6: mm

Ker2 ei!t ..G K QKic$ (ersion

./. K! Q"elf (ersion

&rame Tu2ular #ou2le Cradle

&uel Tan$ Capacity ./ -trs8 QMin

Colours A=aila2le Blac$* "il=er*Red* Blue* Maroon

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RE"EARCH

A+# #E(E-OPME+T

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&ESE"&C) "N' 'EVE:O+ENT,

Te Hero Honda first accessed Honda tecnolo!y in .56@7

trou! a tecnical colla2oration8 "ince ten* your company as access to

some of te 2est automo2ile researc tecnolo!y in te world8 O=er te

year we a=e also collect u!e amount of mar$et feed2ac$ data8 Tis as

!i=en us considera2le insi!ts into Indian conditions and se!ment@centric

customer reuirements8 Tis domain $nowled!e* com2ined wit stron!

products 2ac$ed 2y Honda R%# is primary reasons for Hero Hondas

success8

Dour companys R%# is now on line wit te Honda factory in

Kumamoto for instant data transfer8 Tis elp in te transfer of desi!n

data instantly* and facilities uic$er responses to te mar$et8 Hondas

R%# office in ,ur!aon India also colla2orates wit Hero Honda in India

for day to day acti=ity8

Meanwile* o=er te years* your company as oned its own

researc capa2ilities8 Tis as elped in lar!e@scale locali3ation and

inte!ration allowin! te company to $eep costs low e=en at te time of

initial launc8 +ot only tat* your companys R%# as already de=eloped

reuisite infrastructure and epertise to de=elop* test and appro=e

products in@ouse as per Hero Honda specifications and acceptance

criteria8

Tese facilities are up!raded from time to time* aead of new

tecnolo!y adoption8 &or eample* durin! te year in re=iew* your

company tre2led its R%# capital ependiture8 Vs in turn allowed us to

launc state@of@te @art 2i$es wit a i! local content8

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ET)O'O:O*,

&ESE"&C),

Researc in common parlance refers to searc for $nowled!e8 One

can also define researc as a Lscientific and systematic searc for

pertinent information on a specific topic18 In fact* researc is an art of

scientific in=esti!ation8

Accordin! to Clifford ood Lresearc comprises definin! and

redefinin! pro2lems* formulatin! ypotesis or su!!ested solutions<

collectin!* or!anisin! and e=aluatin! data< ma$in! deductions and

reacin! conclusions< and at last carefully testin! te conclusions to

determine weter tey fit te formulatin! ypotesisL8

&ESE"&C) 'ESI*N,

LResearc desi!n is te plan8 "tructure and strate!y of in=esti!ation

concei=ed so as to o2tain answers to researc uestions and to control

=ariance8L-"//or.i#g to Aerli#ger

LA researc desi!n is te specification of metods and procedures

for acuirin! te information needed8 It is te o=er @all operational

patterns or framewor$ of te pro4ect tat stipulates wat information is to

2e collected from wic sources 2y wat procedures8 L

-*ree# G T%ll

A researc desi!n is te o=erall framewor$ or plan used for te

collection and analysis of te data in te mar$et researc pro4ect8

In is 2roadly classified in to tree cate!ories8

• Eploratory

• #escripti=e

• Casual

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MBA PROJECT

S"+:IN*,

"amplin! may 2e defined as selection of some part of an a!!re!ate

or totality on te 2asis of wic a 4ud!ment or inferences a2out te

a!!re!ate or totality is made8 It is te process of o2tainin! information

a2out an entire population 2y eaminin! only a part of it8 All tis is done

on te assumption tat te sample data will ena2le im to estimate te

population parameters8 Te items so selected constitute wat is

tecnically called a "AMP-E* teir selection process or tecniue called

sample desi!n and te sur=ey conducted on te 2asis of sample is

descri2ed as "AMP-E ")R(ED8

In te process of researc study we !one trou! samplin!

tecniue in wic we conducted8 a sample sur=ey on .:: customers of

HERO HO+#A L"P-E+#ORL* on te 2asis of wic inferences were

drawn8

S"+:E 'ESI*N,

A sample desi!n is definite plan for o2tainin! a sample from a

!i=en population8 It refers to te tecniue or te procedure te researcer

would adopt in selectin! items for te sample8 "ample desi!n may as well

lay down te num2er of items to 2e included in te sample i8e8 te si3e of

sample8 "ample desi!ns are determined 2efore data are collected8

B() IMR#A* "A+,-I /G



MBA PROJECT

'"T" CO::ECTION ET)O',

After te researc desi!n as 2een selected net important steps is to

collect te data8 It is =ery =ital step since te accuracy if data collected is

dependent upon te data collection metod8 Tere are two 2asic types of

data<

• Primary #ata "econdary #ata

• Primary #ata

+&I"& '"T",

Primary #ata is collected 2y direct personal inter=iew of customer

to $now a2out te pro2lems in present =eicle and to collect information

of wy attractin! more from Hero Honda "plendor8 To !et tis

information we !o trou! wit a ')E"TIO++AIRE 2y wic we can

!et e=ery rele=ant information re!ardin! our topic8

SECON'"& '"T",

"econdary #ata collected from ma!a3ines* internet* and newspapers and

also collected from company literature8 &or collection of secondary data

we follow te same pat wic is stated a2o=e8 e !o trou! wit we2

site of Hero Honda motors* =isit PRATHAM MOTOR" autori3e

sowroom of Hero Honda in Pune8

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MBA PROJECT

THEORETICA-

BACK,RO)+#

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MBA PROJECT

INT&O'(CTION O T)E TO+IC,

Tis particular topic is cosen 2ecause in most of te mar$etin!

or!ani3ation te LConsumer Bea=iorL plays a =ital role of te entire

mar$etin! pro!rammed8

LTo study and $now more a2out different customers attitude of

Hero Honda "plendor and wat are te reason of purcase Hero Honda

"plendor and needs* wants and desire of consumers8L

OBHECTIVE O T)E ST(',

Te main o24ecti=e of te study is !i=en as follow<

• To study consumers =iews re!ardin! te Hero Honda "plendor8

• To find Lout te customers attitude a2out Hero Honda "plendor price*

uality* appearance8

• To find tat wat feature attracts te customer more in te Hero Honda

"plendor8

• To find tat customers financial 2ase of purcasin! of =eicle8

• To study ow consumer 2ea=ior study elps in mar$etin! pro!ram8

B() IMR#A* "A+,-I :



MBA PROJECT

)"T IS B(E& BE)"VIO&

Te wealt of product and ser=ices produced in a country ma$e our

economy stron!8 Almost all te products* wic are a=aila2le to 2uyers*

a=e a num2er of alternati=e supplies< i8e8 su2stitute products are

a=aila2le to consumers* wo ma$e a decision to 2uy products8 Terefore*

a seller* most of is time* see$s 2uyers and tries to please te8 In order to

2e successful* a seller is concerned wit8

•

o is te customerW

• at do consumer 2uysW

• en do consumers 2uyW

• How do consumers 2uyW

• &rom were do consumers 2uyW

• y do consumers 2uyW

A 2uyer ma$es a purcase of a particular product or a particular 2rand

and tis can 2e termed Lproduct 2uyin! moti=e81

And te reason 2eind te purcase from a particular seller is Lpatrona!e

moti=es8L

'EINITION

LTe process were 2y indi=iduals decides weter* wat* wen*

ow and from wom to purcase !oods and ser=ices can 2e termed as te

customers 2ea=iour8L

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MBA PROJECT

)"T "&E B(IN* OTIVES

Dou purcase a product* 2ecause of certain moti=es8 Moti=es refer

to tou!t* ur!e* stron! feelin!s* emotion* dri=e etc8 tey ma$e a 2uyer to

react in te form of a decision8 Moti=ation eplains te 2ea=iour of a

2uyer8 Moti=es induce a consumer to purcase a particular product8

Te moti=es may 2e !enerally controlled 2y economic* social*

psycolo!ical influences etc8

en a consumers 2uy s a product< is aims are desire for security*

rest* comfort* curiosity* self@preser=ation* fasion etc8 people purcase

product ur!ed 2y mental and economic forces* wic crate a8 desire< and

tis desire is satisfied 2y te articles displayed for self8 Moti=e is an inner

ur!e tat prompts one to action< it is not a more desire8 Te stimulated

desire is called a Moti=e8

Here we are concerned wit consumer 2ea=iour and te consumer

is te important factor8 Buyer 2ea=ior is all psycolo!ical* social and

pysical 2ea=iour of potential customer* as tey e=aluate* purcase*

consume and tell oters a2out te product and ser=ices8L

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MBA PROJECT

)"T IS " C(STOE& ,

A customer is te most important person e=er in tis office888 88in

person or 2y mail8

A customer is not dependent on us8 8 8 88

e are dependent on im8

A customer is not an interruption of our wor$888

He is te purpose of it8 e are not doin! a fa=or 2y ser=in! 2y

im8 He is doin! us a fa=or 2y !i=in! us te opportunities to do

so8

A customer is not some one to ar!ue or matc wits wit8 +o2ody e=er

won and ar!ument wit a customer8

Tis particular topic is cosen 2ecause in most of te mar$etin!

or!ani3ation te LConsumer Bea=iourL plays a =ital role of te entire

mar$etin! pro!rammed8

LTo study te $now a2out of te different customers attitude a2out

te Hero Honda "plendor and wy te reason of purcase Hero Honda"plendor and needs* wants and desire of consumers8L

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MBA PROJECT

#ATA A+A-D"I"

%

I+TERPRETATIO+

B() IMR#A* "A+,-I 9



14%

29%

8%

41%

8%

College

Services

Shopping

Business

Professional

MBA PROJECT

+(&+OSE O (SIN* VE)IC:E ,

+%rpoe &epo#.e#t I# J

Colle!e .9 .9

"er=ices /5 /5

"oppin!

Business 9. 9.

Professional

Total 100 100

+(&+OSE O (SIN* VE)IC:E,

COENT,

A2o=e !rap sows tat 9.F people uses of =eicle for is

2usiness purpose* /5F people for ser=ice* .9F for colle!e and F people

use for soppin! and professional use respecti=ely8 In tis cart most of

people usin! =eicle for is 2usiness purpose8

B() IMR#A* "A+,-I 6



50%

20%

17%

10%3%

Black

Silver

Re

Blue!reen

MBA PROJECT

CO:O& O S+:EN'O& +EO+:E :IAE OST,

Colo%r &epo#.e#t

Blac$ 6:

"il=er /:

Red .G

Blue .:

,reen :

Total 100

CO:O& O S+:EN'O& +EO+:E :IAE OST,

COENT,

A2o=e !rap sow tat* 6:F peoples most li$e Blac$ colour* /:F

peoples li$e Red* .GF li$e "il=er* .:F li$e Blue and last only F

peoples li$e ,reen colour8

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10%

7%

8%

30%

42%

3%

"e#spaper

$againe

&'(')ealer

*riens

+n,erne,

MBA PROJECT

ANOIN* "BO(T T)E +&O'(CT,

e.ia &epo#.e#t I# J

+ewspaper .: .:

Ma!a3ine G G

T8(8

#ealer : :

&riends 9/ 9/

Internet

Total .:: .::

ANOIN* "BO(T T)E +&O'(CT,

COENT,

In tis cart 9/F people $now a2out "plendor from is friends*

:F people from te #ealers* .:F and GF from +ewspaper and

Ma!a3ine respecti=ely* F from T8(8* F from te Internet8

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MBA PROJECT

O//%patio# F The ot preerre. p%r/hai#g eat%re o ehi/le

O//%patio#

'iere#t eat%re o )ero )o#.a Sple#.or

TotalStle Te/h#olog Bra#. ileage %alit 'rii#g

perora#/eSt%.e#t 6 9 6 : : 9 18

*ot

Eploee

: : . : : 4

+roeio#al / : . . 10

Seri/e / 9 ./ . 6 27

Sel

Eploee

7 ./ / / .. 41

Total 18 1! 33 3 ! 24 100

Stle te/h Bra#. ileage %alit .rii#g

+erora#/e

COENT,-

In tis !rap self@employee person ratio is 9.F and it purcase

&eature is company 2rand name and dri=in! performance of Hero Honda8

Tis ratio is F and /9F respecti=ely8

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MBA PROJECT

ail I#/oe VFS o.e o +%r/hae Vehi/le,-

ail

I#/oe F o#th

o.e o p%r/hae ehi/le

TotalSel i#a#/e i#a#/e

thro%gh ba#@5000-10000 / .9 1!

10000-15000 /6 // 47

15000-20000 ./ . 25

20000 G aboe 9 12

Total 47 53 100

Coe#t,-

In tat most of respondent wose family income lies 2etween .:*:::

to .6*::: tere ratio is 9GF and tey purcase =eicle on cas 2asis8

Remainin! 6F !o wit finance trou! 2an$s8

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MBA PROJECT

C%toer <ith repe/t to .iere#t eat%re o the ehi/le,-

eat%re Satia/tio# 'iatia/tio#

+ri/e 7 ./

ileage /5 /6Stle // ..

%alit / .5

ai#te#a#/e ./ /7

Bra#. iage G

Total 100 100

eat%re o atia/tio# a#. .iatia/tio#

+ri/e ileage tle %alit ai#te#a#/e Bra#. iage

Coe#t,-

A2o=e !rap sows tat /5F people satisfied wit milea!e 2ut /6F

people don;t satisfied wit a=era!e* and /7F people dissatisfied wit

maintenance 2ecause spare cost are i!8 Oter side /F satisfied wit

uality of te =eicle8

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MBA PROJECT

&I+#I+,"

B() IMR#A* "A+,-I 9.



MBA PROJECT

IN'IN*S ,

Pune city as reasona2le population of 2usinessmen* ser=ices class*

and students8 Tey in=est money and satisfied wants % need and product

coice and dura2ility8

• Te a!e !roup .@ 6 year people usin! splendor it co=ers 9F of

total mar$et area and also a!e !roup 7 year and a2o=e usin! more

tis =eicle* it co=er /:F from total population8 It means middle a!e

person is more usin! "plendor8

• Most of te respondents are from Rs8 .:::: to .6::: montly family

income !roups8

• Tere are four main features tat attract customer more8 Tese Hero

Honda 2rand ima!e dri=in! performance* milea!e* and uality of te

product8 Te most features are found in Hero Honda Company

=eicle8

• Te student li$e loo$ out of te =eicle* 2usiness li$e 2rand ima!e*

uality and a=era!e* te ser=ices class prefers te prices and a=era!e

of tat8

• Most of te people are usin! =eicle for own 2usiness purpose use and

also ser=ices8

• Te reason of purcasin! Hero Honda "plendor is capacity for 2uyin!

and new came up in te mar$et8 Te ratio of tat F and :F

respecti=ely8

• Te main media of customer $nowled!e is a2out te product 2y

friends Qeitin! users* and dealers8

• Te purcase decision of te respondents is ta$en 2y im8

• Te 2lac$ color of "plendor is most li$e to te people and attract to

te customer and also red and sil=er net coice8

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MBA PROJECT

"),,E"TIO+

B() IMR#A* "A+,-I 9



MBA PROJECT

S(**ESTION,

• "ales promotion acti=ities Qdiscounts* free !ifts* festi=al offers sould

2e adopted to enance sales fi!ure8

• Because of drastic reduction in taes on two weeler =eicles te

manufactures reduces te price of te two weeler8 "o tere may 2e

lar!e scope for company to increase te sale and mar$et sare also8

Company sould desi!n scemes to maimi3e sale8

• Indias !rowt performance of te last decade and a alf ran$s amon!

top si in te world !rowt lea!ue % in purcasin! power terms* te

!rowt puts top four in te world wit tese positi=e si!nals company

as to focus more on new entrants in te industry8

• Continuous focus would 2e !i=en on Cost mana!ement % teir

operatin! efficiency would ena2le te company to lower down teir

Qcos per unit cost to !i=e maimum 2enefit to teir customers* wic

may li$ely to deli!t tem in te a=aila2le opportunity8

• After sellin! 6 million units of splendor company sould 2e

concentrate on LCustomer Relationsip Mana!ement18

• More autori3ed ser=ice centers 2ac$ed wit prompt ser=ices sould

2e open in remote % distant location of te country8

• Before introducin! te new product in te mar$et company as to

conduct a mar$et sur=ey to $now consumer 2ea=ior li$e and disli$e

and tere preference8 To study ow consumer actually ta$es 2uyin!

decision8

• Inno=ation in products* process and ser=ices attract new customers as

well as !i=e satisfaction to eistin! consumers8

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MBA PROJECT

CO+C-)"IO+

B() IMR#A* "A+,-I 96



MBA PROJECT

CONC:(SION

After te completion of te study* it is concluded tat customer 2uyin!

2ea=iour is comple in nature and teir needs* wants and purcasin!

decision can!in! for time to time* to satisfied teir needs or demand of

product can!in! in new scenario is te first priority of te company8

Company sould 2e committed towards products and ser=ices* wic will

meet and eceed customers !rowin! aspiration8

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MBA PROJECT

BIB:IO*&"+)

B() IMR#A* "A+,-I 9G



MBA PROJECT

BIBLIOGRAPHY

1) Principles of Marketing

- Philip Koter

Gary Armstrong.

2) Marketing mgt. 12th edition

- Philip Kotre

- Kevin lane keller.

3) Marketing esearch

- G. !. "eri3) ###.yahoo.com

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MBA PROJECT

')E"TIO++AIRE

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MBA PROJECT

(ESTIONN"I&E

ON CONS(E& B(IN* BE)"VIO(& O )E&O )ON'"

S+:EN'O&

+AME

88

A##RE""

88

A,E 8

• Occupation

88

• Education

88

• Income QMontly

88

• &amily Income QMontly

88

"++:IC"B:E TO +&ESENT VE)IC:E O ONE& ,

• ic type of =eicle you are usin!W

88

• ic company and model =eicle you a=eW

88

• at are te features of satisfaction in your =eicleW

88

• at are te features of #issatisfaction in your two@weelerW

88

B() IMR#A* "A+,-I 6:



MBA PROJECT

(S"*E "BO(T TO-)EE:E& ,

• How muc distance you tra=el in a wee$W

88 K8M8

• at purpose do you use your (eicleW

Jo2 Business Colle!e

• Is tere someone oter ten you will ride Hero Honda "plendorW

Des +o

• If yes* wo will ride Hero Honda "plendorW

(ESTION "BO(T B(IN* 'ECISION ,

• at are te reasons for 2uyin! a =eicleW

• at were te reasons for your 2uyin! Hero Honda "plendorW

"tyle Tecnolo!y Brand

Milea!e 'uality #ri=in! Performance

• ic colour of Hero Honda "plendor you li$e mostW

• How did you come to $now a2out Hero Honda "plendorW

• at 2ases you purcase =eicleW

Cas &inancial institution Ban$

• #o you tin$ purcase Hero Honda "plendor* in net 7 montW

Des +o

• If yes* ow muc time you are ready wait for tatW

B() IMR#A* "A+,-I 6.



MBA PROJECT

• "u!!estion

Tan$ you

Deepa Consumer Buying Behaviour

Documents

Transcript of Deepa Consumer Buying Behaviour