A

PROJECT REPORT
ON
A COMPARATIVE STUDY OF SALES
PROMOTION ACTIVITIES OF HONDA
AND HERO CORP IN SAGAR
2013-2014
Submitted To
Department of ana!ement Stud"
#A#$ %A% TARA #A& &NST&T$TE O'
RESEARC( AND TEC(NO%O)*+ SA)AR
&n t,e 'u-fi--ment of t,e Re.uirement for t,e
Pro/e0t Of
a1ter of #u1ine11 Admini1tration
$nder t,e )uidan0e of Submitted
#"
R2 TAN3EER 4(AN A4EE%
A(ED
2#2A &&
ND

SE


Declaration
I hear by declare that every part of this project report
entitled 5A COMPARATIVE STUDY OF SALES
PROMOTION ACTIVITIES OF HONDA AND HERO
CARP IN SAGAR6 is genuinely prepared and organized by
my own knowledge, sensibility, originality and hard work under
the guidance and supervision of my teachers.
The survey that I have conducted on the basis of which
this report is formulated was held in Sagar city by the
Employee s of ank. I acknowledge that with best of my
knowledge the report does not contain any work which has
been submitted for the award of any degree anywhere if the
respected e!aminers detect anything wrong in relation to this
report of mine I re"uest him not to award me any sort of
graces marks for my work.





A4EE% A(ED
#$ %
T&
semester

CERTIFICATE
Date7
This is to certify that A4EE% A(ED has completed project
titled 'A COMPARATIVE STUDY OF SALES
PROMOTION ACTIVITIES OF HONDA AND HERO
CARP IN SAGAR under guidance of MR. TANVEER
KHAN, Asst. Professor, BTIRT, SAGAR, for the partial
fulfillment of the degree of #aster of usiness $dministration
()&S*+, is satisfactory in respect of -.
Comment1 #" Super8i1or (OD E9aminer
/. 0ontents 1 2resentation
of Subject #atter.
%. 3anguage
4. Embodies the original
work of the candidate.
5. Submission within due date
Si!nature of E9aminer Si!nature of
Pro/e0t )uide
Si!nature of (2O2D
PREFACE
The project work is field which uses tools and techniques to transfer
subjectivity in the environent into objectives also the findin!s of
the research when applied show results which can be easured and
evaluated so there is feedback this is what akes it a dynaic
activity.
This survey is analytical study of a different fact of product were
focus is !iven on the brand ia!e. The idea behind this project is to
!ive knowled!e and to ake the to face real life situation. The
project survey is coonly used for the collection fro the
respondents throu!h questionnaire with saple si"e #$ in this
statistical techniques have been used systeatically. This project
report survey is not only with y own efforts but also that of others.
ACKNOWLEGEMENT
I was fortunate enough to get support from large number of
people so I owe a great many thanks to great many people
who have helped and supported me in the preparation of this
project report.
It is my privileged to e!press my gratitude towards
respected R2 JA*ANT D$#E* (&6), 6f )epartment 6f
usiness #anagement #T&RT+ SA)AR a person with
substance of genius, e!cellence in teaching skills for their
guidance, cooperation and moral support and also for giving
us there valuable time.
I would like to give special thanks to R2 TAN3EER
4(AN for their guidance and inspiring nature has made
possible the formulation of this project thank you mama for
your valuable suggestion, 0ooperation and supportive hands
which you have kept upon me.
I would like to give sincere thanks to all my faculty members-
Thank you teacher7s for your skillful knowledge
guidance, cooperation, supportive hands.
I also wish to e!press my indebtedness to my parents as
well as my family member whose blessings and support
always helped me to face the challenges ahead.
At the end % would like to e&press y sincere thanks to all y
friends and others who helped e directly or indirectly durin! this
dissertation work.
Contents
'ertificate
(eclaration
Acknowled!eent
Preface
) %ntroduction
* 'opany Profile
+ ,bjective of the Study
- Study of The copany Profile
# Study of the -ps of 'opany
Products
Price
Place
Prootion
. To know the 'opetitors of 'opany
- To Study the S/,T Analysis of 'opany
Stren!ths
/eakness
,pportunities
Threats
# Scope of the Study
. Reasearch 0ethodolo!y
1 Research (esi!n
2 (ata 'ollection
3 Saplin! Procedure
)$ Saplin! Plan
)) (ata Analysis and interpretation Analysis
)* (i!raatic representation
)+ 4iitation
)- Su!!estion
)# 'onclusion
). 5iblio!raphy
6uestionnaire
INTRODUCTION
History, Growth and Development of Automoile Industry
The process of the Autoobile %ndustry is an inde& of
en!ineerin! skill, thou!h the history of the industry can trained back
to the discovery of the wheel, the real revolution in echanical
developent is only )$$ years.
The real developent of Autoobile industry in the /orld
stared in the late )2
th
century. 5ut the developent of Autoobile
%ndustries in %ndia has round phases. 7irst step was takin! in
iportin! cars. The first car was bein! iported in )323. The second
step was in late *$8 s of the present century when plant in )3*2 to
reasseble trucks and cars. %n )3+$9+) 7ord 0otor 'opany %ndia
4iited established its assebly unit in 0ubai, 'alcutta and
chennai. These copanies iported coponents and asseble there
in %ndia. At this sta!e the pioneer en!ineer 0r. :ivverwraya pleaded
for support to the indi!enous of the cars, the 5ritish Governent,
denied.
The third phase started with successful culination of
:eichand ;irachand8s efforts after world war in collaboration with
'hryster in settin! up Preier Autoobiles in 0ubai. <arlier in
)3-*, Riria had established ;industan 0otors in 5ritish
'orporations.
GRO!TH
%n )32$ the total production of cars with at least one or two
locally ade coponents were at little over *)$$. Today alost all
auto parts and coponents required by the ain anufacturers about
.$= are ade by local authority, 1#= of which are in the sall9scale
sector with steady availability of raw aterial like iron, steel, copper,
aluinu, "inc, etc.
The process of inde!nisation has been started with )3#- and
)3.2, this was for and final when %ndia e&ported cars and jeeps to )*
countries.
D"#"$O%&"NT'
A nuber of new project ost of the with forei!n
collaboration are bein! developed in the autoobile industry.
0aruti >dhyo! 4iited, a public sector undertakin! has
started production of sall cars and pick up vans. The copany
entered into collaboration with Su"uki 0otors 4iited, ?apan in
)32#.
Siilarly the two producers of cars PA' and ;industan
0otors have collaboration with ;oly and :ascrehail respectively.
5eside any firs have entered into forei!n collaboration for
production of scooters and otorcycles. 404 a local copany with
the :espa 'opany and ;ero 'ycle 4iited ade collaboration
with ;onda 'opany of ?apan.
CO&%AN( %RO)I$" ON HONDA
1. Indian Market: A perspective
$utomobile industry, as has been the case in the global economy,
has been one of the largest industries in the Indian market too. It has
been recognized as one of the key economic drivers.
The industry has been in e!istence in India since /899. $ccording to
the SI$# figures for %::4.:5 of all the automotive industry, the %.
wheelers account for roughly ;:< of the sales. In the initial years,
entry of the firms, capacity, e!pansion, choice of products 1
technology were all regulated by the government policies.
0ertain lacunae in the policies resulted in the introduction of fresh
policy regulations in the late si!ties. =otable among those were the
#onopolies and >estrictive Trade 2ractices (#>T2, and ?oreign
E!change >egulation $ct (?E>$,. This resulted in the following
implications for the industry-
6perations at below minimum level of efficiency
6perations at below production function
+sage of outdated technology, minimal budget allocation for
>esearch and )evelopment
The Indian economy faced a major crisis in /88/. This resulted in the
industrial policy shift from a regulatory regime to a more open and
liberalized market. $bolition of licences and liberalization in policies
helped realize the sector7s full potential. These policies had certain
discernible influences on the industry, namely-
Increase in competition as foreign players started entering the
market on their own
E!posure and absorption of new technologies, both in the
products and the processes
Southward pressure on the costs
)riving out of the weaker players from the arena
1.1Share of different categories of two-wheelers
The two.wheeler industry is divided into the following categories-
/. #otorcycles
%. Scooters
4. #opeds
#oreover, since /88; the moped category has shown signs of steadying
but the scooter category registered a negative growth rate in the years
/88@, /888 and %:::. In the year /88; growth rate of scooter market
was a dismal /<.
It is against this backdrop that we shall analyse why &onda7s rational in
entering the Indian scooter market. The manufacturer and the category
wise distribution during the same period, /884 to %::: are represented in
the following tables-
Source-
http-AAwww.indiaeconomicstat.comAindustriesA/;AindustrialsectorsA/:@@::A
automobilesA9%Astats.asp!
2. Wh H!nda decided t! enter !n its !"n
2.1 Background of Honda
The history of &onda #otorcycle 0orporation 3imited (&#03, dates back
to /85B, when Soichiro &onda, a mechanical engineer, established the
C&onda Technical >esearch Institute7 in &amamatsu, Dapan. The idea
was to develop and later produce small two.cycle motorbike engines.
&onda7s first product, an $.type 9:cc bicycle engine, was produced in
/85@.
In /85;, &#03 was incorporated with a capital of one million yen. Soon,
the company started to design and produce lightweight motorcycles.
&onda7s first motor cycle, ).type two stroke 8;cc, was produced in /858.
In the early fifties, the head"uarters of the company was shifted from
&amamatsu to Tokyo and the company got listed on the Tokyo Stock
E!change.
In /898, the $merican &onda #otor 0ompany Inc. was established in
3os $ngeles. The $merican venture started modestly with a staff of si!
and sales figure barely touching %:: motorcycles. In /8B4, $merican
&onda launched the 'Eou meet the nicest people on a &ondaF
advertising campaign, which revolutionized the +S motorcycle industry. $
few years later, &onda established motorcycle assembly plants in
*ermany and elgium.
)uring the /8B:s, &#03 e!panded its product line by introducing light
trucks, compact cars, out board motors, power generators and several
new models of motorcycles and motor scooters. =ew production units
were started in Thailand, +G, #alaysia and cumulative motorcycle
production reached /: million units by /8B;. )uring the /8@:s, &#03
entered the 2hilippines, Indonesia and razil.
In /8@%, &#03 introduced the higher.priced and more powerful car H
&onda $ccord. y the mid /8;:s, &onda had emerged as the third
largest Dapanese automaker behind Toyota and =issan.
2.2 What are Hondas options
In /88/, after the economic liberalization &onda did not have any
obligation to operate in India through partners. &onda was the proven
leader in two wheeler industry. Through joint ventures &onda7s brand
name was firmly established in India. It did not needed much brand
building in India. esides it had gained sufficient e!perience and
understanding of the Indian market by now.
$t this point, &onda had three options-
I Continue :it, t,e e9i1tin! partner1 H This no longer being a
regulatory re"uirement was not the best option at this point. &onda had
enough e!pertise, e!perience and brand image to go independently in
India.
I #u" Sta;e1 of t,e Partner H 6ne option was for &onda to buy
the stakes in their partner. &onda did this with their partner Sriram.
&onda tried to buy stakes in Ginetic &onda but it did not work out.
I Se-- Sta;e1 and Start on it1 o:n H &onda could sell its stakes in
the e!isting DJs and enter the market on its own.
2.3 Why did Honda enter the market
In the above scenario, &onda sold its stakes in Ginetic.&onda DJ and
decided to enter the market on its own as &onda #otorcycles and
Scooters India (&#SI, 2vt 3td.
India is the largest %.wheelers market . at 4;.B@ lakh units in %:::, and
growing rapidly, it was too lucrative a market to share with anybody.
0ontractual obligations in &ero.&onda DJ prevented &onda to launch
motor.cycles until %::5. &owever, &onda was free to enter the scooter
market subse"uent to termination of Ginetic.&onda DJ.
Scooter demand was sluggish in late 8:7s and had dropped to /: lakh
units in %:::. Entering the %.wheeler market with scooters, &onda ran
the risk of entering a dying market. &owever, &onda saw an opportunity
to grow the scooter segment.
?irstly, India7s *)2 was rising and so was the per capita income. $long
with young male working professionals, number of working women was
increasing steadily (E!hibit 4,. &onda saw a huge potential market for its
scooters.
)eclining as it may be, scooter demand still stood at /: lakh units in
%:::. #arket environment was changing rapidly and so were the
pollution norms. Scooters until %::: predominantly had a %.stroke engine
and geared transmission. %.stroke engine was unable to meet the
increasingly stringent pollution norms. *eared transmission was falling
out of favour with the customers. In the declining scooter market, two
companies with rising sales were TJS and Ginetic &onda, both riding on
the success of their gearless scooters. &onda had a globally established
product line of gearless 5.stroke scooters, which were high on style,
comfort, ease of use Amaintenance, and mileage. &onda was thus well
poised to enter the scooter market in India.
Situation $nalysis as &onda prepared to enter the Indian % wheeler on its
own is outlined below.
#$M%AN& %R$'I(E $N HER$ #R$%
&NTROD$CT&ON O' A$TOO#&%E SECTOR &N &ND&A
The $utomobile sector is one of the fastest growing
manufacturing sectors in India.
In the 8:s the industry witnessed an average growth
rate of above %: percent.
Indian $utomobile Industry is characterized by a very
high percentage (@9 per cent, of two wheeler
production, ranking second only to Taiwan.
The world leaders in the sector are evincing keen
interest in establishing manufacturing facilities for
manufacturing and assembling components.
$ politically stable and vibrant State, $ndhra
2radesh is centrally located with the support of
seaports, international airports, assured and reliable
power supply, abundant water, broad base of auto
component manufacturers, highly trained, skilled and
disciplined manpower and is therefore, the preferred
location for $utomobile industries.
The interest of the state has been duly noted by
*lobal $uto #ajors, who have indicated their interest
to consider $ndhra pradesh for establishing
manufacturing facility.
The *overnment of $ndhra 2radesh invites leaders
in the industry to set up manufacturing facilities to
manufacture vehicles or vehicle components in the
State. The ideal places to locate companies in the
$uto Sector are the &yderabad.Kaheerabad,
Jisakhapatnam.Gakinada, Grishnapatnam.Tada.
Sathiveedu and Jijayawada.*untur corridors.
The *overnment is also formulating an $uto 2olicy,
which would give a proper direction to the growth of
the sector.
There are more than %: auto Hcomponent
manufacturing companies in the State,
manufacturing components such as grey.iron
castings, precision aluminium castings, leaf
springs,oils and lubricants, diesel fuel injection
e"uipment, electronics and auto electronics and auto
electrical, front a!les, gears, forging, machined
components, pressed metal components, pistons,
cylinder liners, nozzles, delivery valves, starter
motors, alternators, electronic regulators, high
pressure die castings, clutch covers, fuel filters ,etc.
#ost of these components are presently being
supplied to Two.Lheeler, TJS Suzuki, Escorts
Eahama, ajaj and others. $maron atteries are
manufactured in 0hittoor district. $round //8
components manufacturers have been certified for
IS6 8::: "uality standards and seven companies
achieved the MS 8::: "uality standard set by
government and motors association.
HI)$TR& $' THE TW$*WHEE(ER
Two.Lheeler has a reputation of being the most fuel.
efficient and the largest selling Indian motorcycle. Its
commitment of providing the customer with e!cellence is self.
evident. $ rich background of producing high value products at
a reasonable price led the worldNs largest manufacturer of
motorcycles to collaborate with the worldNs largest bicycle
manufacturer.
It was this affinity in working cultures of &onda #otor
0ompany of Dapan and the &ero *roup that resulted in the
setting up of Two.Lheeler #otors 3td. $ relationship so
harmonious that Two.Lheeler has managed to achieve
indigenisation of over 89 percent, a &onda record worldwide.
The followin! are the historical facts of the copany @
2001
Pa11ion and Jo" motorcycle launched.
6ne million motorcycles produced in one single year.
9:,::,:::
th
bike produced.
Linner of the review.%:::.A1ia<1 -eadin!
0ompanie1< a:ard 2000.
Nati!na+ pr!d,ctivit a"ard for the best perforance in
autoobile and tractors.
Sir Ja,an!ir ),and" meda- for industrial peace
awarded to rij #ohal 3al by O3>I Damshedpur.
2002
)eclared 50ompan" of t,e "ear6 by economic times
business award.
0hairman rij #ohan 3al awarded the
5entrepreneur of t,e "ear6 award by usiness
standard.
Ambition launched.
2003
)eclared 50ompan" of t,e "ear6 by economic times
business award for the second time.
4ari=ma the sports segment bike launched.
This all says about the !olden past of the copany and the
copany is !oin! on to the path of success.
Its main #odels are
T:o->,ee-er
o cbz
o splendor
o cd/::
o cd/::ss
o street smart
o passion
o Garizma
o 0) dawn
o $mbition /49
%resent &ar*et '+enario
/ith the increase better standards of livin! increase e&posure
throu!h satellite television. The consuer durable arket has been
its boo in the sales of consuer durable ites, iddle class people
!oes on wide buyin!. Since the last few years, today vehicle is
becoin! an iportant part of household. 'ustoer always prefer
vehicle, which is sooth in ridin!, easy thou!h fast, and also suit to,
his personality. This is the reason why people prefer ;ero ;onda, all
feature, which require by custoers, are in their product.
'+enario of Hero Honda
As ;ero ;onda has wide ran!e of product, which suit best to
custoer and this results in akin! copanies reputation very hi!h
and after all results in !ood profit.
%f we see the arket condition, we can find the arket share of
;ero ;onda in copetition with other copanies.
In 'a,ar
;ero ;onda .+=
T:S Su"uki 1=
5ajaj A5ikesB )2=
Caaha )*=
0?
10?
20?
30?
40?
@0?
A0?
B0?
(ero (onda
T3S Su=u;i
#a/a/ C#i;e1D
*ama,a
O-."CTI#" O) TH" 'TUD(
The main objectives for the undertaking these projects are-
Study of the Company Profile
Study of the the 4PS OF Company
&AR/"TING 'TRAT"G(
0arketin! is the brid!e that diinishes the !ap between the
product and consuer. /ithout arketin! a production activities
would have no eanin!. ,nly production is not enou!h equally to
ake consuer aware of produced product. %f consuers are aware
of the product then soeties view and ideas of the consuers are
taken into account that what type of product they want, and on this
basis product has to chan!e accordin! to consuer needs. Thus the
su of total activities undertaken to satisfy the consuer want and
deands constitutes the activities of arketin!.
0arketin! is coprehensive fir and it includes all resources
and a set of activities necessary to direct and facilitate to direct the
flow of !oods and service fro product to utility consuer in the
chain of distributin!. %n other words arketin! coprises of all the
activities involved in the deterination of consuer needs at a profit.
Thus arketin! encopasses all activities set e&chan!e conducted
by producers and iddleen in coerce for the purpose of
satisfyin! consuer deand.
%n arketin! plannin!, arketin! inforation is used to assess
the situation specific arketin! tar!ets are selected in the for of
arket se!ents for each see but a cobination of a nuber of
devices of arketin! activities that are reach a particular tar!et
se!ent is forulated. The cobination of these arketin! ethods
of devices is known as the arketin! i&.
Thus arketin! i& is the set of arketin! !oals that the fir used
to pursue its arketin! objectives in i& !oals can be classified as
under the down head.
Product
Price
Prootion
Place
%rodu+t $ine
Product line is a !roup of products that are closely related to
each other, because they satisfy the need of each class of people and
the price and reasonability sae in each and every arket.
%n today8s hi!hly copetitive arket, ultiplyin! huan
needs and enlar!in! diversification, no copany is content with
producin! the sin!le product only.
;ero ;onda in this situation assues a !reat si!nificance on
product line and product i&. ;ero ;onda i&es different odels of
5ikes. Their prices, colors, and capacity differ in different bikes and
opeds. %t require because every person has not the sae choice.
Therefore to eet consuer requireent ;ero ;onda establishes
their product, which suit best for custoers.
Product line ana!es need the types of inforation. 7irst they
ust know the sales and profit of each ite in the line. Second they
ust know their product line.
%rodu+t mi0 of Hero Honda

-I/"' &O%"D'
'( )$$ (4D Autoatic
Sleek Standard
'( )$$ SS Shakti +!
Splendor Turbo Sports
'5E ;ero winner
(awn
Passion
Abition
Achiever
Glaour
Fari"a
%a+*a,in,
Packa!in! can be defined as the activities of desi!nin! and
providin! the custoer or wrapper for a product. The container or
wrapper is called as packa!in!. The packa!e i!ht include + level of
aterial. The priary packa!e is products iediate container. The
second packa!e refers to the aterial that projects the priary
packa!e and is discarded when the product is about to be used.
Alost all physical products !oin! to the arket are packa!ed
and labeled. Packa!in! plays a ajor role in case of e&pensive,
delicate and hi!h percenta!e of breaka!e products. 0any arketers
have called packa!in! as the #
th
GP8 of arketin! i&.
Packa!in! depends upon the nature of product. %t eans that
what type of product is and in ters of physical nature. Soe
products can easily packed in container where as soe products
require special container and soe product cannot be packed in
container. Therefore to pack that type of product, it requires special
aterial, which covers only that portion of product, which is delicate
and ay be daa!ed as the case of 5ikes.
As ;ero ;onda produces 5ikes, they take due care for their
packa!in!. /hole body of bike is covered with thero coal.
!arranties
Product warranties are an iportant prootional tool
especially as consuers becoe ore quality sensitive. /arranties
eans authority or justification that the thin! sold is fit for use and
the producer accepts reproducibility for repairs within a period of
tie.
The copany can proote sales by addin! a free warranty or
service contract. /arranty fors an iportant part of custoer
durables. 'ustoer always e&pects a lon!er period of warranty. 5ut
the cost burden on copany is very hi!h and the copany has to
perfor cost benefit analysis. /hile decidin! the period and scope of
warranty only that policy should be selected where the benefits out
run the cost. 5ut it is very difficult to calculate and aintain balance
by cost and benefits.
The warranty period of ;ero ;onda 4iited is one year. The
copany replaces all the parts H oveents, which suffer within a
period of one year fro the date of purchase. <ven after the warranty
period is over, the retailers replace the parts but they char!e the
custoers at a lower rate. This is beneficial to both the retailers even
if they replace the parts after the warranty period and the custoers
!et replaceent benefit at a lower rate.
Thus, the benefits are a lon!9ter benefit. These benefits are
in ters of custoer8s royalty, brand approach, positive feedback,
dealer and retailer royalty, etc.
;onda Activa
'eature17
//:cc smooth engine /; litre storage capacity
0ombi rake for shorter
braking distance with stability
2uncture >esistant Tuff.up
tube in the rear tyre
$nti.theft Gey shutter for safety
of vehicle
+nder standard conditions,
mileage of 9: km per litre
Pri0e 7 >s. 49,B%; . >s. 48,:9%
(onda Dio
.
'eature17
/:% cc engine 3ight weight body
Sleek aerodynamic design Effective shock absorption
3ow positioned seat with high
ground clearance
Stays balanced even during
emergency braking
Pri0e 7 >s. 5:,::: H >s. 5%,:::
(onda A8iator
'eature1 7
?ront facade styling with large
clear lens multi.reflector lamps
$de"uate %: 3itre of under
seat space
3ightweight /% inches alloy
wheel
Telescopic front suspension for
better on road control
2uncture resistant tuff.up tube &igh impact resistant body
Pri0e7 >s. 59,/@9 . 5;,849
Eterno

'eature1 7
$erodynamic ody with
masculine looking body style
)ual Spring Suspension
technology for better comfort
*round 0learance of /B/ mm Spacious ?lat oard
*rab rails for convenience and
safety
03I0 . 3ift +p Independent
0over for easy maintenance
Pri0e7 >s 4B,:::.4;,:::
)W$T ANA(&)I) $' THE #$M%AN&
)TREN-TH
The ;onda was er!ed with hero !roup so there is not hi!h
deand for brandin!.
The pricin! strate!y of ;onda was !ood accordin! to the product
quality.
The product of ;onda A'T%:A, <T<RI, and (%, is the
successful product of the ;onda 'opany.
WEAKNE))
;onda was the new copany for the %ndian arket.
The leadin! two wheeler anufacturin! copanies ;,I(A,
5A?A?, T:S are havin! !ood arketin! policy and product.
$%%$RT.NIT&
Iow a day with the help of !ood product quality ;,I(A has
ade a !ood brand in %ndian arket.
>nicorn can satisfy the all custoer !roup.
THREAT
Pulsar, '5E was the bi! copetitor of the unicorn.
Iew product developent and !ood arketin! policy for success
in the %ndian arket.
RESEARC( ET(ODO%O)*
Re1ear0, et,odo-o!"
>esearch methodology is a way to systematically solve the
research problem. It can be understood as a science of
studying how research is done scientifically. It takes many
dimensions and research methods to constitute a part of the
research methodology. Thus when we talk of research
methodology, we not only talk of the research methods but
also consider the logic behind the methods used in conte!t of
the research study in such a way that results are capable of
being evaluated either by the researcher himself or by others.
+nder this head, the methods and techni"ues used in
preparing this report are discussed.
Re1ear0,
Pro0e117
nformation
!eed "elt
#efine
$esearch
%&'ecti(e
)repare
$esearch
#esign
#esign
$esearch
*ethodology
Secondary
$esearch
)rimary
$esearch
+a&ulation and
,nalysis
$eport Writing
and
)resentation
De1i!n Re1ear0, et,odo-o!"
The research methodology selected was influenced by the
target population i.e. the &yundai car owners. The major parts
of the research methodology were-
et,od of Data Co--e0tion
oth, secondary as well as primary methods were used.
Samp-in! P-an
Sampling Techni"ue H =on 2robability 2urposive and
0onvenience Sampling
Sample +niverse H $ll the I>3$ Shop sowners in Sagar
Sample ?rame H S$*$>
Sample +nit H $ll respondents
Sample Size H 9:
Eue1tionnaire De1i!n
The "uestionnaire was designed in order to meet all the
primary and secondary objectives of the study. Stru0tured
open and 0-o1e ended .ue1tionnaire :a1 u1ed2
P-an and Do Se0ondar" Re1ear0,
Se0ondar" Data
It included the data like Indian 0ement Industry, =eed for
0onsumer behaviour and uyer 9 Step process.
Se0ondar" Data Sour0e1- Internet, 0ompany profile,
brochures.
P-an and Do Primar" Re1ear0,
Primar" Data
2rimary data was collected via Muestionnaire.
Primar" Data Sour0e17 2rimary data is collected directly by
meeting the consumers who own &yundai 0ars
Tabu-ation and Ana-"1i1

The analysis of data involved a nuber of closely related operations such as
establishent of cate!ories, the applications of these cate!ories into raw data
throu!h tabulation, charts etc and then drawin! inferences. All analysis was
univariate in nature and was of Siple tabulation type. %n this report ostly
jud!ental analysis was applied. The data collected were !rouped into research
characteristics and further subjected to se!entation and then the scores were
obtained by usin! tally bars. The scores and percenta!e are presented in tables,
!raphs and charts. 5y percentile inferences were drawn. <very table for each
test is represented throu!h charts and !raphs.
%resent the findin,s
/10 Ana+sis re1ardin1 the !cc,pati!n
This question was asked to know the occupation of
consuer. ,ccupation is directly related with the vehicle of the
consuer. As per survey of )$$ saples analysis is as under.
Sr. ,ccupation Io. of
Respondents
Percenta!e
) 5usinessan *# *#=
* Students -. -.=
+ Servicean )# )#=
- Professional )- )-=

0
@
10
1@
20
2@
30
3@
40
4@
@0
No2 of
Re1pondent1
#u1ine11man
Student1
Ser8i0eman
Profe11iona-
7ro above survey, we can derive that out of )$$ saples, *#
are businessan, -. are students, )# are servicean and )- are
professionals. %t eans that *#= of businessan are usin! ;ero
;onda, -.= of students are usin! ;ero ;onda, )#= of servicean
H )-= of professionals are usin! ;ero ;onda. %t eans ostly
students are preferrin! ;ero ;onda 5ikes.
/20 Ana+sis re1ardin1 a1e 1r!,p
This question was asked to know the a!e of users. %t eans
that which !roup of a!e ostly uses the ;ero ;onda 5ikes. As per
y survey the position is as under.
Sr. A!e !roup Io. of
Respondents
Percenta!e
) )2 to *$ -# -#=
* *$ to +$ -+ -+=
+ +$ to -$ 3 3=
- 0ore than -$ + +=
0
@
10
1@
20
2@
30
3@
40
4@
No2 of
Re1pondent1
1F to 20
20 to 30
30 to 40
ore t,an 40
7ro above inforation, we can conclude that out of )$$
saples. >sers of a!e !roup )2 to *$ are -#, between *$ to +$ are
-+, between +$ to -$ are 3 and a!e !roup of ore than -$ are +. So
fro the chart we can say that -#= of users are )2 to *$ a!e !roup,
-+= are fro *$ to +$ a!e !roup, 3= are fro +$ to -$ a!e !roup.

/20 Ana+sis re1ardin1 inc!3e
The question /s asked to know the incoe of users of ;ero
;onda
Sr. %ncoe Io. of
Respondents
Percenta!e
) #$$$ to )$$$$ -2 -2=
* )$$$$ to )#$$$ +1 +1=
+ )#$$$ to *$$$$ 3 3=
- 0ore than *$$$$ . .=
0
10
20
30
40
@0
No2 of
Re1pondent1
@000 to 10000
10000 to 1@000
1@000 to 20000
ore t,an
20000
As per survey of saples, we can derive that incoe !roup of
#$$$ to )$$$$ per onth are ain users of this 5ikes. ,ut of )$$
saples are fro #$$$ to )$$$$ incoe, +1 are fro )$$$$ to
)#$$$. So the incoe !roup of #$$$ to )$$$$ is -2= H incoe
!roup of )$$$$ to )#$$$ are +1=.
/40 Ana+sis re1ardin1 "h!se !pini!n va+,e 3,st "hi+e
p,rchasin1 a 5ike
The question was asked to know that whose opinion value
ust while consuer purchase a bike.
Sr. ,pinion Io. of
Respondents
Percenta!e
) 7aily ebers *- *-=
* Relatives )) ))=
+ 7riends *# *#=
- Personal views +1 +1=
0
@
10
1@
20
2@
30
3@
40
No2 of
Re1pondent1
'ami-"
member1
Re-ati8e1
'riend1
Per1ona- 8ie:1
Accordin! to above results we can derive that the personal
views play the ost iportant role at the tie of purchasin! ;ero
;onda. Accordin! to results +1= have purchased bike on their
views, *-= H *2= have faily ebers view and friends opinion.
/60 Ana+sis re1ardin1 7eat,res, "hich are c!nsidered "hi+e
p,rchasin1 a 5ike 5 the ,ser
This question was asked to know that which are the ost
iportant features of bike that play an iportant role to purchase a
bike.
Sr. 7eatures Io. of
Respondents
Percenta!e
) 5rand nae -* -*=
* 'ost of vehicle 3 3=
+ 7ascinatin! looks )+ )+=
- >pdated technolo!y + +=
# 7uel efficiency *# *#=
. 4ow aintenance cost 2 2=

0
@
10
1@
20
2@
30
3@
40
4@
No2 of
Re1pondent1
#rand name
Co1t of
8e,i0-e
'a10inatin!
-oo;1
$pdated
te0,no-o!"
'ue- effi0ien0"
%o:
maintenan0e
0o1t
The above table and !raphical presentation shows that )
st
rank
is !iven to 5rand Iae H updated technolo!y has been !iven *
nd
rank, whereas fuel efficiency shows +
rd
position, fascinatin! look
stands -
th
while cost of vehicle H low aintenance cost is !iven #
th
H
.
th
rank respectively.
/80 Ana+sis re1ardin1 in7!r3ati!n s!,rce
This question was asked to know fro which sources
respondents coe to know about ;ero ;onda.
Sr. Source if inforation Io. of
Respondents
Percenta!e
) Advertisin! #2 #2=
* Show roo visit 2 2=
+ 7riends H Relatives +) +)=
- (ealers + +=

0
10
20
30
40
@0
A0
No2 of
Re1pondent1
Ad8erti1in!
S,o: room
8i1it
'riend1 G
Re-ati8e1
Dea-er1
As per the review, current arket edia of inforation plays
an iportant a role to select the bike. Accordin! to above results, we
can derive that the advertisin! is the ost powerful edia to develop
the knowled!e of product.
/90 Ana+sis re1ardin1 3!st c!nvincin1 7eat,res, "hich +ead
!, t! 5, a 5ike.
Sr. 7eatures Io. of
Respondents
Percenta!e
) 5rand nae +1 +1=
* 'ofort H convincin! . .=
+ 5etter safety H style *# *#=
- Great power Hpick up *3 *3=
# 'oparative price + +=

0
@
10
1@
20
2@
30
3@
40
No2 of
Re1pondent1
#rand name
Comfort G
0on8in0in!
#etter 1afet" G
1t"-e
)reat po:er
Gpi0; up
Comparati8e
pri0e
The above table shows that )
st
rank is !iven to brand nae, *
nd
rank is !iven to !reat power H pick up, +
rd
rank is !iven better safety
H style, while cofort H convincin! Hcoparative price are !iven
-
th
H#
th
rank respectively.
$imitations of 'tudy
The research report suffers fro any liitations, as all the
resources for carryin! out research were liited. Soe liitations
are !iven as under.
A)B %t is only confined with Sa!ar city, so the covera!e is very
narrow.
A*B The data collection is done only throu!h questionnaire. Thus,
it lacks the support of personal interview and observation
ethod.
A+B 0oreover questionnaire consists only )* questions. 7or detail
study ore inforation is required.
A-B %t is a survey of only #$ respondents. Saple si"e is only #$,
which is very sall to take strate!ic decisions.
A#B Tie constraints and liited nuber of questions ake it
difficult to have required inforation fro custoer.

Con+lusion
,n the basis of project work of ;ero 4iited under!one at
Perfect Auto Service, it can be concluded that the position of the
;ero ;onda 4iited is corporate field is very stron!. The well9
e&perienced, efficient and industrious sales force is the stren!th of it.
The value of ;ero ;onda 4iited8s vehicle is ore than that of
copetitor8s.
Sophisticated ass production technolo!y includin! the latest
achinery and equipent for aterial handlin!, precision hi!h
volue achines, robotic wellin! autoated painted and conversed
vehicle assebled the to rule the arket aon!st others.
<ach vehicle has to pass throu!h a lot of quality control
checks. Thus such a faculty does not only consuer toolin! which
eet precise standards but also reduces the lead9tie for introducin!
aker odel. 6uality control is e&ercised in every !ood en!ineerin!
copany and with ;ero ;onda it appeals to be way of life.
All the ;ero bikes have stron! and nice en!ine and it will obey
the pollution control rules and re!ulations. All the products of ;ero
have ade an a!reeent with ?apan8s ;onda 'opany for the
developent of four9stroke en!ine.
At present ;ero 4iited is enjoyin! onopoly in the fields of
bike. %t is tryin! its level best to secure ore arket covera!e and
tryin! to introduce new products to cover international arket and
can copete with world8s !iants in otorcycle anufacturers.
'u,,estions
;ero 4iited has hi!h qualified, well9e&perienced and wide
e&perienced e&ecutives, who always try for !ivin! their best. Thou!h
followin! are the ain su!!estions accordin! to y knowled!e.
A)B %n recent tie there is hi!h crisis of fuel like petrol, diesel, and
etc. Therefore copany should research for alternative of this
fuel like solar ener!y or 4PG
A*B Soeties it happens that the person who wishes to buy
otorcycle, but he cannot buy it because of hi!her prices of
otorcycles, therefore the copany should desi!n
otorcycles of lower cost so custoer can afford it. As
a!ainst there should be not ore chan!es in technolo!y of
otorcycles.
A+B %t happens that in soe re!ion or city the deand of their
product is hi!h and in soe re!ion or city their deand is low.
Therefore the copany should try to have research for it, that
why such thin!s happened and take proper easures
accordin! to satisfaction.
-ilio,raphy
0arketin! 0ana!eent
5y@ Philip Fotler
0odern 0arketin! 0ana!eent
5y@ Stanton
<ssentials of 5usiness ,r!ani"ation H 0ana!eent
5y@ Sherlekar and ?anardhanan