Study on Consumer Buying Behaviour & Satisfaction Level for Hero Honda Motorcycle
SUBMITTED BY
TAHSIN RAJA Roll No.-MBA/35/09
Of
ACKNOWLEDGEMENT
Any work will not be completed successfully and exquisitively without the help of others. Hence the joy and satisfaction of completion of the work would be incomplete without dedicating the heartfelt gratitude to those who joined their hands. First & foremost, I wish to express my deepest sense of gratitude to my Internal Project Guide Prof. Randip sir, for guiding me through this project work, by timely suggestions in carrying out the project and shaping up the same. I render my heartfelt gratitude to ms Neeru Singhal, Head of Department, Dept. of Management, ICL for giving me this opportunity to do so this functional Research project.
CONTENTS Chapter No. I II Subject Rationale of study Objective of study Titles of the project Objective of the study Scope of the study III IV V Profile of company Review of literature Research methodology Research design Data collection method/sources Sampling plan VI VI VII Data analysis and interpretation Finding Limitations Appendix Questionnaire Bibliography & Websites 29-49 50-51 52-53 54 55-59 60 7-17 18-23 24-28 Page No. 1 4-6
CHAPTER I
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 and new modes of transportation, the new thrills, new adventures
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 wasnt 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 producing about 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.
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.
Introduction of Study
Selling of any product, there is needed to build relationship with customer. For building relationship there is need for knowing the customer behaviour and how will be they satisfied? This project is undertaken to know the customer behaviour & satisfaction
Honda Motorcycle in Supreme Auto (at Ranchi) 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 should strive to enhance customer satisfaction through ago. So companies 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.
CHAPTER II
In todays world customer is the key of the success of any business. So, Customer behaviour and its satisfaction level play very key role to sale of the product. Thats why we decide to keep the project title related this key factor called --Study on consumer buying behaviour and satisfaction level for Hero Honda Motorcycle with reference to Ranchi in Jharkhand.
Main purpose of the study was to know the customer buying behaviour and demand into the minds of customer of Ranchi 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 behaviour 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.
SCOPE OF STUDY
The main scope of the study is restricted to Ranchi city in Jharkhand. This study has been made to find the level of satisfaction the customer has regarding the service provider by bike place at Ranchi city.
CHAPTER III
Logo
Founded
Hadequaters
Haryana,india
Key people
Mr. Toshiaki Nakagawa, Joint Managing Director Mr. Pawan Munjal, Managing Director
Board Of Director
Technical Director
Non-executive Director
Non-executive Director
Non-executive Director
Mr. Santoshi Matsuzawa (Alternate Director to Mr.Takashi Nagai) Mr. Pradeep Dinodia Gen.(Retd.) Ved Prakash Malik
Non-executive Director
9 10
12
13 14 15
Ms. Shobhana Bhartia Mr. Meleveetil Damodaran . Mr. Arun Nath Maira
Non-executive & Independent Director Non-executive & Independent Director Non-executive & Independent Director
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 generation without polluting that the roads. The company introduced new
motorcycles
legendary 'Fill it - Shut it - Forget it' campaigncaptured the imagination of commuters across India, and Hero Honda sold millions of bikes purely on the commitment of increased mileage.
Over 20 million Hero Honda two wheelers tread Indian roads today. These are almost as many as the number of people in Finland, Ireland and Sweden put together!
Hero
Honda
has consistently
grown
at double
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 montha feat unparalleled in global automotive history.
Hero Honda bikes currently roll out from its three globally benchmarked manufacturing facilities. Two of these are based at Dharuhera and Gurgaon in Haryana and the third state of the art manufacturing facility was inaugurated at Haridwar, Uttrakhand in April this year. These plants together are capable of producing out 4.4 million units per year.
Hero Honda's extensive sales and service network now spans over 3000 customer touch points. These comprise a mix of dealerships, service and spare points, spare parts stockiest and authorized representatives of dealers located across different geographies.
Hero Honda values its relationship with customers. Its unique CRM initiative - Hero Honda Passport Program, one of the largest programs of this kind in the world, has over 3 million members on itsroster. The program has not only helped Hero Honda understand its customers and deliver value at different price points, but has also created a loyal community of brand ambassadors.
Having reached an unassailable pole position in the Indian two wheeler market, Hero Honda is constantly working towards consolidating its position in the market place. The company believes that changing demographic profile of India, increasing urbanization and the empowerment of rural India will add millions of new families to the economic mainstream. This would provide the growth ballast that would sustain Hero Honda in the years to come. As Brijmohan Lall Munjal, the Chairman, Hero Honda Motors succinctly points out, "We pioneered India's motorcycle industry, and it's our responsibility now to take the industry to the next level. We'll do all it takes to reach there.''
Mission: Hero Hondas mission is to strive for synergy between technology, systems and human resources, to produce products and services that meet the quality, performance and price aspirations of its customers. At the same time maintain the highest standards of ethics and social responsibilities
.This mission is what drives Hero Honda to new heights in excellence and helps the organization forge a unique and mutually beneficial relationship with all its stake holders.
Category
Product name
Slogan
Engine Capacity
Entry
CD Dawan
Dawn
97.2 cc
CD Deluxe
Naye Indian ki nayi Deluxe Bike Why should boys have all the fun? Designed to excel The new Xitiing ride Ride your passion flaunt your style unlimited A whole new world of style Generation nayi bharosha wahi Simply Magnetic Because magnetic
97.2 cc
Pleasure Deluxe Splender+ Splender NXG Passion Pro Passion Plus Super Splendor Glamour Glamour PMG FI Premium Achiver CBZ Extreme Hunk Karizma
Solid like you Live Extreme Because Muscles Matter Always Game
Dealer Profile
Mr Hemant Jain is the founder of Auto Bikes which is the oldest authorised dealer of Hero Honda Motorcycles Ltd in Ranchi city. It is situated in the heart of the city main road.
VISION
To make Supreme Auto the dominant for best service provider & dealer built on trust by all class people. This we hope to achieve by:
Understanding the needs of customers and offering them superior products and service Leveraging technology to service customers quickly, efficiently and conveniently Providing an enabling environment to foster growth and learning for our employees And above all, building transparency in all our dealings.
MISSION
Understanding the needs of customers and offering them superior products and service Building long lasting relationships with their customers & HHML. Providing an enabling environment to foster growth and learning for their employees
DEALERS TIE UP Auto Bikes provides facilities of finance & insurance to the customer at a time. So customers does not need to go anywhere for loan & insurance
Finance Tie up
HDFC ICICI Bank
Both finance providers are belonging good reputation in the market. Also customers are free to get finance from any finance company.
Insurance Tie up
ICICI LOMBARD United India Insurance
Achievements During 2008 & 2010 it got award for best service provider of all over the india.
CHAPTER-IV
Review Of Literature
CUSTOMER BEHVIOUR The main aim of marketing is meet and satisfy target customers need and wants buyer behavior refers to the peoples or organization conduct activities and together with the impact of various influence on them towards making decision on purchase of product and service in a market. The field of consumer behavior studies how individuals, groups and organization select, buy, use and dispse of goods, service, ideas, or experience to satisfy their needs and desires understanding consumer behavior and knowing customer are never simple. The wealth of products and service produced in a country make our economy strong. The behavior of human being during the purchase is being termed as --Buyer Behavior|. Customer says one thing but do another. They may not be in touch with their deeper motivations. They are responding to influences that change their mind at the last minute. A buyer makes take a decision whether save or spend the money.
Definition of Buyer Behavior:Buyer behavior is --all psychological, social and physical behaviors of potential customers as they become aware of evaluate, purchase, consume and tell others about product & service.
Customer buying Decision Process There are following five stages in consumer buying decision process.
1. Problem identification:The buying process starts when the buyer recognizes a problem or need. The need can be triggered by internal or external stimuli. Marketers need to identify the circumstances that trigger a particular need. By gathering information from a number of consumers, Marketers can identify the most frequent stimuli that spark an interest in a product category. They can then develop marketing strategies that trigger consumer interest.
2. Information Search:-
The consumer tries to collect information regarding various products/service. Through gathering information, the consumer learns about completing brands and their features. Information may be collected form magazines, catalogues, retailers, friends, family members, business association, commercial, chamber of commerce, telephone directory, tradefair etc. Marketers should find out the source of information and their relative degree of importance to the consumes. ource of information and their relative degree of importance to the consumes.
Experimental sources: Handling. Examine, using the product. Experimental sources: Handling. Examine, using the product.
3. Evaluation of alternative:There is no single process used by all consumers by one consumer in all buying situations. There is several First, the consumer processes, some basic concepts are: First, the consumer is trying to satisfy need. Second, the consumer is looking for certain benefits from the product solutions. The marketer must know which criteria the consumer will use in the purchase decision.
4. Choice of purchasing decision:From among the purchase of alternatives the consumer makes the solution. It may be to buy or not to buy. If the decision is to buy. The other additional decisions are:
Which types of bike he must buy? From whom do you buy a bike? How the payment to be made? And so on. The marketer up to this stage has tried every means to influence the purchase behavior, but the choice is properly consumers. In the evaluation stage the consumer forms preferences among the brands in the choice set. The consumer may also form an intention to but the most preferred brand.
After purchase the product, the consumer will experience the same level of product. The Marketers job not end when the product is buying must monitor post-purchase satisfaction, post-purchase action, post-purchase use and disposal
Post
Purchase Satisfaction:-
The customer, satisfaction is a function Of closeness between the buyer, expectation and the products Perceiver performance. The larger the gap between expectation and performance, the greater the consumer dissatisfaction Post purchase Action:The Consumer, S satisfaction or dissatisfaction with the product influence subsequent behavior. If the consumer satisfied, he or she will exhibit a higher probability of purchasing the product again. Dissatisfaction consumer may abandon and return the product.
Post-Purchase Use or Disposal:The marketer should also monitor new buyers use and dispose of the product. If the consumer store the product in a close, the product is probably not very satisfying. If the consumer throws the product away, the marketer needs to know how they dispose of it; especially it can be hurt the environment.
The chief characteristics of the buyers behaviors are as follow:(1) It consists of mental and physical activities which consumers undertake to get goods and services and obtain satisfaction from them. (2) It includes both observable activities such as walking through the market to examine merchandise and making a purchase and mental activities-such as forming attitudes, perceiving advertising material, and learning to prefer particular brands. (3) Consumer behaviours are very complex and dynamic to constantly changing. And therefore, management need to adjust with the change otherwise market may be lot. (4) The individuals specific behaviours in the market place is affected by internal factor, such as need , motives, perception, and attitudes, as well as by external of environmental influences such as the family social groups, culture, economics and business influences.
Marketing Stimulus Product Price Place Promotion Other Stimulus Economic Political Social Technological Buyer Buyer characteristics
Buyer Response Product Choice Brand choice Retail choice Dealer choice Purchases Timing decision making process Purchases Amount Purchase Frequency
CHAPTER-V
Research Methodology
Research design
A research design is the detailed blue print used to guide a research study towards its objectives. It helps to collect, measure and analysis of data. The present study seeks to find out the consumers attitude towards buying of bike. The study also aims at findings out the drawbacks of the marketing set up of Hero Honda. So this makes the
Nature of Research The study is --quantitative| in nature. It is structured, standardized, question based interview.
Types of Question The types of question asked during the study are --Straight forward and limited probing|.
Total number of questions: 12 Total number of close ended questions: 10 Total number of open ended questions: 2
Sources of Data
Secondary Source In this study the secondary data is collected from the following sources.
1. Companys website 2. Reports of Company 3. Discussion with marketing and sales staff 4. Books on Marketing and Research methodology
Primary Source The Primary source of collecting data for research is: Questionnaire filled by the customers of Supreme Auto.
Research Technique In this study the --survey method| is used as a research technique. This method helps to obtain right information from respondents.
Contact Method In this study --Personal Exit interview| it is taken as a tool for the contact method. In which the personal interview is conducted with customers of Westside.
Sampling plan
Sampling is a process of obtaining. The information about the entire population by examine a part of it .The effectiveness of the research depends on the sample size selected for the survey purpose.
(B)Sampling Unit:It means --Who is to be surveyed|. Here target population is decided and it is who are interested to purchase --Bike| and sampling frame is developed so that everyone in the target population has known chance of being sampled. So the survey is conducted particularly in Ranchi city.
(C)Sample size:For the purpose of proper survey, there is need of perfect research instruments to find out sample size for more accurate result about buying behaviour of bike. The sample size is 100 respondents.
(D) Sample Element The sample element of research is customer of Supreme Auto.
(F) Sample Duration The sample duration between Jan 2011 and Feb 2011
Research Instrument In this study the research instrument is --Questionnaire|. It consists of set of question presented to respondents. The questionnaire is structured & combinations of various close and open ended questions. Close ended question already have the possible answers and the open ended question allow the espondents to answer in their own word.
CHAPTER-VI
Age (in year) 18-20 21-25 26-30 31-35 36-40 41 & above Total
Analysis:
Interpretation:
Above Graph shows are 30% of respondent in age group of 18-20, 37%of respondent in age group of 21-25, 15% of respondent in age group of 26-30, 7% and 5% respondent are come in 36- 40 and 41&above.
Analysia;
Interpretation Above chart show s that 47 respondent are belonging Agriculture occupation out of 100 and 30 are the student.12 respondents are businessman.
Data:
Income Level <= 5000 5000-10,000 10,000-15,000 15,000-20,000 20,000 Above Total
Analysis:
Interpretation: Above graph shows that 54% of respondents are income in <=5000 income level, Second 25% of respondents are of 5000-10,000 income level. 11% of respondents are of 10,000- 15,000, 7% of respondents are of 15,000-20,000 and remain 3% of respondents above 20,000 of income level
4. SOURCES OF FINANCE
Data: Sources of Finance Agriculture Student Business Profession Others Total 31 11 10 3 1 46 16 17 2 5 2 54 47 30 12 8 3 100 By cash By loan Total
Analysis:
Interpretation: Above Graph shows that 54 people purchase Hero Honda Bike by Loan and 46 people purchase Hero Honda Bike by Cash.
5. MEDIUM OF SOURCES
Data: Sources News Paper T.V.Advertisement Friends Others Total No. of respondents 12 14 26 48 100 Percentage (%) 12 14 26 48 100
Analysis:
Interpretation: Above graph shows that 48 % respondents are come to know from the =other. Then 26 % respondents are come to know from the =friends. 14 % & 12 % respondents are come to know from the T.V.Advertisement & news paper. 6. View of customers about Advertisements create more awareness of Showroom: Data:
No. of respondents 65 15 10
Percentage (%) 65 15 10
Analysis:
Interpretation: Above graph shows that the majority of customers are agreed on the advertisement creates more awareness of showroom and very few of customers are disagreed.
Data:
Age (in year) 18-20 21-25 26-30 31-35 36-40 41& Above Total
Hero Honda 15 23 09 02 01 01 51
Bajaj
TVS
Yamaha
Honda
Total
05 06 02 00 02 01 16
02 03 03 01 01 02 10
02 03 03 01 01 02 12
30 37 15 06 07 05 11
30 37 15 06 07 05 100
Analysis:
Interpretation: Above Charts shows that 51 respondents are using Hero Honda Companys Motorcycle. And 16 respondents are using Bajaj bikes.
Analysis
Interpretation: Above Graph shows that 46 % respondents take decision by father for purchasing bike. And 42 % respondents are take decision by self for purchasing bike.
Weight age Attributes Price Less maintenance Style Durability Mileage Easy Driving Brand Reputation Color Pick up Total
Total Total score 100 426 100 358 100 100 100 100 100 100 100 900 355 335 381 367 362 405 382 3370
Attributes Price Less Maintenance Style Durability Mileage Easy Driving Brand Reputation Color Pick up Total
Weight age 426 358 355 335 381 367 362 406 382 3370
Analysis
Interpretation: Above chart show that more no of respondents are give more weight age to the price and color.
Data:
Attributes
Poor
Total
Availability After Sales response Knowledge Of Sales man Service Infrastructure Total
30 16
24 35
18 24
16 15
12 10
100 100
20
21
23
20
16
100
25 12 103
18 29 127
27 20 112
19 17 87
11 22 71
Analysis:
Interpretation: Above chart shows that 30 respondents out of 100 give Weight age on availability is excellent and second 35 respondents out of 100 give weight age on after sales response is Very Good, 23 respondents give weight age on Knowledge of salesman is good, 27 respondents give Weight age on services is good, 29 respondents give weight age on Infrastructure is Very Good.
Data:
Excellent 43
Very Good 21
Good 12
Average 14
Poor 10
Total 100
Exchange Offer
15
31
29
12
13
100
20 11 14
19 21 13
30 19 12
20 34 20
11 15 41 100
100 100
Total
103
105
102
100
90
500
Analysis:
Interpretation: Above graph shows that in festival offer 43 respondents out of 100 are give a excellent, then in exchange offer 31 respondents out of 100 are give a very good rank, in special gift 30 respondents are give a good rank, in cash discount 34 respondents are give a average rank
Data:
Attributes
1st
2nd
3rd
4th
5th
Total
Mileage
31
26
15
18
10
100
Available Price
14 22
25 16
32 42
16 11
13 09
100 100
Pick up
17
18
29
21
15
100
Color
20
24
26
10
20
100
Total
104
109
144
76
67
500
Analysis:
Interpretation:
Above graph show that respondents give more importance to the mileage then after they give more importance to the price for purchasing motorcycle of Hero Honda. Respondents give poor rating in availability of motorcycle as per their requirement and pickup attributes.
CHAPTER-VII
Findings
Findings
In current market scenario, respondents give maximum no. of weight age to price then after they consider mileage and colors respectively. The study shows that more no. of respondents have connected as sources of income from agriculture. The study shows that 51 respondents are already user of Hero Honda motorcycle. So Hero Honda is popular automobile company in study region. ?The study show that 48 respondents are come to know from --others| and 26 respondents are come to know from --friends| about Hero Honda bike. The study shows that 55 respondents are purchase Hero Honda bike by Loan and 45 respondents are purchase Hero Honda bike by cash. The study shows that 31 respondents are give more points to mileage. The study shows that 46 respondents father take a decision to purchase bike And 42 respondents take a self decision to purchase bike. The study shows that 30 respondents are give rank to availability of show rooms and 35 respondents are give rank to service.
SUGGESTIONS
Hero Honda should introduce a low price (25000 to 30000) moped. For the promotion, company makes road-show that will increase the sales. Hero Honda should increase in advertisements through t.v., newspapers. The company should give more concentrate on the advertisement. Hero Honda should expand the targeted market like introducing special scooter for women and also considering rural market related offers. Hero Honda should work on sports and pick up bikes.
CHAPTER-VIII
Limitations
Research work was carried out in Ranchi city of Jharkhand only the finding may not be applicable to the other parts of the country because of social and cultural differences. The sample was collected using connivance-sampling techniques. As such result may not give an exact representation of the population.
The views of the people are biased therefore it may not be reflecting true picture.
Appendix
Questionnaire
CUSTOMER PERSONAL INFORMATION:A. Name: - ___________________________________________ B. Address:-___________________________________________ ___________________________________________ ___________________________________________ C. Contact No.:-__________________________________________ D. Gender: Male / Female E. Age (in year):18 to 20 ( ) 26 to 30 ( ) 36 to 40 ( ) 21 to 25 31 to 35 41 & above ( ) ( ) ( )
A STUDY ON CUSTOMER BEHAVIOUR AND SATISFACTION LEVEL FOR HERO HONDA MOTORCYCLE.
(A) Yes
If yes than,
3 Which medium do you refer to purchasing bike? (A) News paper (B) Friends ( ) (C) TV advertisement ( ) (D) others ( ) ()
4 Do you think advertisements create more awareness of showroom and bikes? (A) Yes (B) NO (C) Cant Say
5 Who is decision maker for purchasing bike in your family? (A) Father (B) Self ( ) ( ) (B) Mother (D) other ( ) ( )
(A) By cash
Attributes Availability Knowledge of Sales person After sales response Services infrastructure
Excellent
Very
Good
Good
Average
Poor
Excellent
Very Good
Good
Average
Poor
10. Give the rank of given bellow features which consider at the time of purchasing bikes on priority base.
1st
2nd
3rd
4th
5th
Pick up
Sign.___________________
Date.___________________
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1. PHILIP KOTLER/ KELLER KEVIN LANE/KOSHY ABRAHAM/JHA
management,
Twelfeth
edition,a
south
Asian
K.
Marketing
research-The
applied
orientation,Fourth
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