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A

Summer Training Project Report


on
A Study on Customer perception towards
Hero Motocorp Bikes in Azamgarh City
Towards partial fulfillment of
Master of Business Administration (MBA)
School of Management, Babu Banarasi Das University, Lucknow

Presented to: Presented By:


Dr. Surendra Kumar ABDULLAH
(Associate Professor)
Session 2018-2019 MBA IIIrd Semester
SOM, BBDU Lucknow
School of Management Roll No. 1170672002
Babu Banarasi Das University
Sector I, Dr. Akhilesh Das Nagar, Faizabad Road, Lucknow (U.P.) India
Introduction
 Customer perception refers to the process by which a customer
selects, organizes, and interprets information/stimuli inputs to create a
meaningful picture of the brand or the product. It is a three stage process
that translates raw stimuli into meaningful information.
 Perception
 A process by which consumers select and organize stimuli, so as to
provide themselves with a meaningful and coherent view of the
world
 Assigning meaning and incorporating it into their world
 Part of the “Information Processing” process
 More than sensing something (Needs,Values and expectations)
Company Profile
Industry Automotive
Founded January 19, 1984; 34 years ago

Founder Dr. Brijmohan Lall Munjal

Headquarters New Delhi, India


Key people  Dr. Brij Mohan Lall Munjal(Chairman Emeritus) (Deceased)
 Pawan Munjal (Chairman, MD & CEO)
Products Motorcycles, Scooters
Website www.heromotocorp.com
Industry Automotive
Hero Motocorp Ltd., formerly Hero Honda, is an Indian motorcycle and scooter
manufacturer based in New Delhi, India. The company is the largest two-wheeler
manufacturer in the world, and also in India, where it has a market share of about 46% in
the two-wheeler category.
Objectives of the Study

 To know the media by which consumer come to know about bikes.


 To know about the time which customer uses to purchase Bike.
 To know that who affects the most while taking the purchase
decision.
 To know about the effect of promotional scheme on consumer.
 To know about the purchasing criteria for purchasing Hero Bike.
Research Methodology

Type of research Descriptive research Design.

Sample Area Azamgarh city

Sample Unit Customers of Hero Morocorp Ltd. Bikes

Sampling size 100 Respondents

Sampling technique Random Sample Technique

Instrumentation technique Interview, questionnaire


Primary data was collected by questionnaires and secondary
Sources of data collection data was collected from magazines, books, and internet.
Limitations of the study
 Due to respondents busy schedules, the interests shown by respondents to
answer the questionnaire may be less. This may have resulted in collecting
inaccurate information.

 Due to time and cost constraint the sample size selected is 50.

 The selected sample size is small as compared to the total number of


customers. Hence the obtained result may not be accurate as it may not
represent the whole population.
Data Analysis & Interpretation
Q1. How did you come to know about this HERO Bike”
Media Preferred by Respondents Percentage of Media By which people come to know
Media No. of Respondents % about bikes
News Paper 19 19%
Hoarding 6 6% 25% 19% News Paper
Hoarding
Magazine 3 3%
Magazine
Television 22 22% 6%
Television
Showroom Banner 7 7% 3%
Showroom Banner
On Road 18 18% 18%
On Road
Friend/Relative 25 25% 22% Friend/Relative
Total 100 100% 7%

Interpretation : Most important media by which consumers come to know about Bikes are television and
News Papers with 22% and 19% respectively. They are most effective source to advertise and promote new
and existing models of bikes for Hero Motocorp Ltd.
Q2. Why On which specific occasion did you purchase HERO two-wheeler Bike?
Time of Purchase
Time No. of Respondents %
8%
On Festival 18 18% 18%
Get Promotion 11 11% 16% On Festival
Get Promotion
Bike Required 41 41%
11% Bike Required
On Birthday 6 6%
6% On Birthday
When you start job 16 16% When you start job
When you go married 8 8% When you go married

Total 100 100% 41%

Interpretation : Most people’s purchase bikes when they have needed to purchase Bike. Many
people purchase bikes when they start job (16%) or get promotion in job (11%). On festival also
many consumer purchase bikes to take advantages of promotional offers.
Q3. Who promotes you to purchase this HERO Bike?”
Peoples who affect the consumer while
Detail No of Respondents Percentage purchasing Bike
Family Member 30 30% Past Users,
20%
Friends 25 25% Family
Relatives 15 15% Member, 30%

Show Room/ Dealer 10 10% Show Room/


Dealer, 10%
Past Users 20 20%

Total 100 100%

Relatives, 15% Friends, 25%

Interpretation : In purchasing decisions many people’s take part especially in the cases of costly and durable
product like Bike. Many people affect the consumers’ decision of purchase. In those family members (30%),
friends (25%), Past Users (20%), Dealers (10%), and relatives (15%) affect the consumers’ decision.
Findings
 Majority of the customers were aware of HERO through T.V. & newspapers advertisement.
Other than this their friends & Relatives also place an important role in influencing the
customer.

 The most important factor which influenced the customer to buy a Hero bike is price
reduction followed by fuel efficiency.

 Most of the Hero customers have satisfied with the after sale service and servicing of bike.

 Majority of the customers have satisfied with the performance of Hero.

 HERO is the only two wheeler company in India which has given these vast ranges of
motorcycles to the market, obtained from general observation during the study.
Suggestions

 The company should increase their service stations.


 More financing options should be available.
 HERO has to identify those dealers who are facing the problem with sales
and take adequate measures to keep up the so far created brand image.
 Hero has to use more promotional techniques to improve the sales in future.
It has to conduct more road shows/public display by which the consumer is
given with much detailed information about the product and more public
awareness is created.
Conclusion
 Customer perception Hero motorcycles are very good. It has created a very

good brand image for itself by providing low maintenance, fuel efficient,
sleek looking models along with efficient after sales service. It has attracted
every class of customers. In today’s competitive business environment, it is
only due to the positive perception of the consumer that the company is
being able to compete in the market with its other competitors.

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