CONTENTS

• ABSTRACT

• INTRODUCTION TO CONSUMER BEHAVIOR

• COMPANY PROFILE

• OBJECTIVES

• RESEARCH METHODOLOGY

• FINDINGS AND CONCLUSION

• SUGGESSTIONS AND RECOMMENDATIONS.

• QUESTIONNAIRE

• BIBLIOGRAPHY.
 ABSTRACT

The marketing concept is consumer oriented and the emphasis is more on the
consumer rather than on the product. The essence of modern marketing lies in building
of profit along with creating meaningful value satisfaction for the costumers, whose
needs and desires have to be coordinated with the set of products and production
programmes. Therefore, marketing success an enterprise depends as its ability to
create a community of satisfied consumers. All the business activities should be carried
out in ways which are directed towards the satisfaction of the consumer needs.
Consumer behavior is affected by a host of variables ranging from personal,
professional needs, attitudes and values, personality characteristics, social economic
and cultural background, age, gender, professional status to social influences of various
kinds exerted a family, friends, colleagues, and society as a whole. The combination of
these factors help the consumer in decision making further Psychological factors that as
individual consumer needs, motivations, perceptions attitudes, the learning process
personality characteristics are the similarities, which operate across the different types
of people and influence their behavior. There are four major factors which influences on
the buying behavior of consumer.

1. Cultural factors

2. Social factors

3. Personal factors

4. Psychological factors

So a study had been conducted on “Consumer Behavior Towards Motor Bikes” in

the Raipur city with a sample of 100 consumers by selecting two wheeler motor bikes
i.e. Hero Honda, Bajaj, and TVS bikes and data had been collected through
questionnaire.
CONSUMER BUYING BEHAVIOUR FOR MOTOR BIKES

Consumer behavior is the study of when, why, how, and where people do or do not
buy [[Product (business)|product) It blends elements from psychology, sociology, social
anthropology and economics. It attempts to understand the buyer decision making
process, both individually and in groups. It studies characteristics of individual
consumers such as demographics and behavioral variables in an attempt to understand
people's wants. It also tries to assess influences on the consumer from groups such as
family, friends, reference groups, and society in general.

Customer behavior study is based on consumer buying behavior, with the customer
playing the three distinct roles of user, payer and buyer. Relationship marketing is an
influential asset for customer behavior analysis as it has a keen interest in the re-
discovery of the true meaning of marketing through the re-affirmation of the importance
of the customer or buyer. A greater importance is also placed on consumer retention,
customer relationship management, personalisation, customization and one-to-one
marketing. Social functions can be categorized into social choice and welfare functions.

Each method for vote counting is assumed as a social function but if Arrow’s possibility
theorem is used for a social function, social welfare function is achieved. Some
specifications of the social functions are decisiveness, neutrality, anonymity,
monotonocity, unanimity, homogeneity and weak and strong Pareto optimality. No
social choice function meets these requirements in an ordinal scale simultaneously. The
most important characteristic of a social function is identification of the interactive effect
of alternatives and creating a logical relation with the ranks. Marketing provides services
in order to satisfy customers. With that in mind, the productive system is considered
from its beginning at the production level, to the end of the cycle, the consumer .

Belch and Belch define consumer behaviour as 'the process and activities people
engage in when searching for, selecting, purchasing, using, evaluating, and
disposing of products and services so as to satisfy their needs and desires'.'

•
Black box model

ENVIRONMENTAL FACTORS BUYER'S BLACK BOX

BUYER'S
Marketing Environmental Buyer Decision RESPONSE
Stimuli Stimuli Characteristics Process

Problem
recognition
Economic Attitudes Information Product choice
Product Technological Motivation search Brand choice
Price Political Perceptions Alternative Dealer choice
Place Cultural Personality evaluation Purchase timing
Promotion Demographic Lifestyle Purchase Purchase
Natural Knowledge decision amount
Post-purchase
behaviour

The black box model shows the interaction of stimuli, consumer characteristics, decision
process and consumer responses. It can be distinguished between interpersonal stimuli
(between people) or intrapersonal stimuli (within people). The black box model is related
to the black box theory of behaviorism, where the focus is not set on the processes
inside a consumer, but the relation between the stimuli and the response of the
consumer. The marketing stimuli are planned and processed by the companies,
whereas the environmental stimulus are given by social factors, based on the
economical, political and cultural circumstances of a society. The buyers black box
contains the buyer characteristics and the decision process, which determines the
buyers response.

The black box model considers the buyers response as a result of a conscious, rational
decision process, in which it is assumed that the buyer has recognized the problem.
However, in reality many decisions are not made in awareness of a determined problem
by the consumer.

Information search

Once the consumer has recognized a problem, they search for information on products
and services that can solve that problem. Belch and Belch (2007) explain that
consumers undertake both an internal (memory) and an external search.

Sources of information include:

• Personal sources
• Commercial sources
• Public sources
• Personal experience

The relevant internal psychological process that is associated with information search is
perception. Perception is defined as 'the process by which an individual receives,
selects, organises, and interprets information to create a meaningful picture of the world'

The selective perception process

Stage Description

- Selective exposure consumers select which promotional messages they will expose
themselves to.
- Selective attention consumers select which promotional messages they will pay
attention to
- Selective comprehension consumer interpret messages in line with their beliefs,
attitudes, motives and experiences
- Selective retention consumers remember messages that are more meaningful or
important to them
The implications of this process help develop an effective promotional strategy, and
select which sources of information are more effective for the brand.CV

Information evaluation

At this time the consumer compares the brands and products that are in their evoked
set. How can the marketing organization increase the likelihood that their brand is part
of the consumer's evoked (consideration) set? Consumers evaluate alternatives in
terms of the functional and psychological benefits that they offer. The marketing
organization needs to understand what benefits consumers are seeking and therefore
which attributes are most important in terms of making a decision.

Purchase decision

Once the alternatives have been evaluated, the consumer is ready to make a purchase
decision. Sometimes purchase intention does not result in an actual purchase. The
marketing organization must facilitate the consumer to act on their purchase intention.
The organization can use variety of techniques to achieve this. The provision of credit or
payment terms may encourage purchase, or a sales promotion such as the opportunity
to receive a premium or enter a competition may provide an incentive to buy now. The
relevant internal psychological process that is associated with purchase decision is
integration. Once the integration is achieved, the organization can influence the
purchase decisions much more easily.

Post purchase evaluation

It is common for customers to experience concerns after making a purchase decision.

This arises from a concept that is known as “cognitive dissonance”. The customer,
having bought a product, may feel that an alternative would have been preferable. In
these circumstances that customer will not repurchase immediately, but is likely to
switch brands next time.
To manage the post-purchase stage, it is the job of the marketing team to persuade the
potential customer that the product will satisfy his or her needs. Then after having made
a purchase, the customer should be encouraged that he or she has made the right
decision. it is not effected by advertisement.

FACTORS AFFECTING CONSUMER BUYING BEHAVIOUR

Marketing starts with consumers and ends up with consumers. Satisfaction of

consumers becomes the most important goal of a business enterprise and the
assurance of consumer satisfaction is being done by understanding consumer’s likes,
dislikes ,expectation and motivation to buy a particular product.

An analysis of the consumer behavior in terms of consumer consumption patterns

,preferences ,consumer orientation ,consumer buying process and shopping behavior is
very much helpful in formulating a firm’s marketing strategy.

Thus the ultimate objective of the business firm is to create a consumer who is said to
pivot around whom the business of the firm is said to revolve.

Thus a business firm’s marketing concept is consumer oriented and emphasis is done
more on the consumer rather than the product. The essence of modern marketing lies in
building profit along with creating meaningful satisfaction for the consumers ,whose
needs and desires have to be coordinated within the set of products and production
programmes.Thus the marketing success depends upon its ability to create a
community of satisfied consumers. All the business activities should be carried out in
ways which are directed towards the satisfaction of consumer needs.

A consumers decision process to purchase a particular motor bike is being resulted as a

complex interplay of a consumer variables the starting point for the company provides
the decision process marketing stimuli in shape of brand ,promotion ,price, and
distribution strategy. The potential consumer along with the other stimuli already
exciting him receives the marketing stimuli in the environment. The stimuli may be
social,economic,cultural, technological and political in nature.
Following are the factors affecting the consumer buying behavior :

01. Cultural Factor

02. Social Factor

03. Personal Factor

04. Psychological Factor

1.Cultural factors: Consumer behavior cultural can be defined as the some total of
learned belief, values and customs that serve to guide and direct the consumer
behavior of all members of that society.

Cultural is a learned through the following three ways:-

1. Formal learning

2. Informal learning

3.Technical learning.

Cultural is a most fundamental determinant person’s wants and behavior, the growing
child acquires a set of values, perceptions, preferences and behavior, through his family
and key institutions. Cultural factor divided into three sub factors (i) Culture (ii) Sub
Culture (iii) Social Class .

The set of basic values perceptions, wants, and behaviors learned by a member of
society from family and other important institutions. Culture is the most basic cause of a
person’s wants and behavior. Every group or society has a culture, and cultural
influences on buying behavior may vary greatly from country to country.

Sub Culture :-
  A group of people with shared value systems based on common life
experiences and situations.
 Each culture contains smaller sub cultures a group of people with
shared value system based on common life experiences and
situations. Sub culture includes nationalities, religions, racial group
and geographic regions. Many sub culture make up important
market segments and marketers often design products.

Social Class:-

 Almost every society has some form of social structure, social

classes are society’s relatively permanent and ordered divisions
whose members share similar values, interests and behaviour.

Social factors: Consumer behavior is also influenced by such social factors as

reference groups, family and social roles and status.

Groups :-

 Two or more people who interact to accomplish individual or mutual

goals.
 A person’s behaviors is influenced by many small groups. Groups
that have a direct influence and to which a person belongs are
called membership groups.
 Some are primary groups includes family, friends, neighbors and
coworkers. Some are secondary groups, which are more formal
and have less regular interaction. These include organizations like
religious groups, professional association and trade unions.

Family:-

 Family members can strongly influence buyer behavior. The family

is the most important consumer buying organization society and it
 has been researched extensively. Marketers are interested in the
roles, and influence of the husband, wife and children on the
purchase of different products and services.

Roles and Status :-

 A person belongs to many groups, family, clubs, organizations.

 The person’s position in each group can be defined in terms of both
role and status.
 For example. M & “X” plays the role of father, in his family he plays
the role of husband, in his company, he plays the role of manager,
etc. A Role consists of the activities people are expected to perform
according to the persons around them.

PERSONAL FACTORS: Buyer’s decisions are also influenced by personal

characteristics, the buyers’ age, life cycle s It includes

i) Age and life cycle stage (ii) Occupation (iii) Economic situation (iv) Life Style (v)
Personality and self concept.

Age and Life cycle Stage:-

 People change the goods and services they buy over their lifetimes.
Tastes in food, clothes, furniture, and recreation are often age
related. Buying is also shaped by the stage of the family life cycle.

Occupation :-

 A person’s occupation affects the goods and services bought. Blue

collar workers tend to buy more rugged work clothes, whereas
white-collar workers buy more business suits. A Co. can even
specialize in making products needed by a given occupational
 group. Thus, computer software companies will design different
products for brand managers, accountants, engineers, lawyers, and
doctors.

Economic situation :-

 A person’s economic situation will affect product choice

Life Style :-

 Life Style is a person’s Pattern of living, understanding these forces

involves measuring consumer’s major AIO dimensions.
 i.e. activities (Work, hobbies, shopping, support etc) interest (Food,
fashion, family recreation) and opinions (about themselves,
Business, Products)

Personality and Self concept :-

 Each person’s distinct personality influence his or her buying

behaviour. Personality refers to the unique psychological
characteristics that lead to relatively consistent and lasting
responses to one’s own environment.

PSYCHOLOGICAL FACTORS: ‘Abraham Mallows’ needs can be ranked in order of

importance from the low biological needs to the higher levels of psychological needs.
MASLOW’S hierarchy of human needs make us understand consumer motivation. It is
useful for the marketer who can identify what generic level need this brand is capable
fulfilling and accordingly position his brand up with relevant marketing inputs. Brands
such as food and clothes. It includes these Factors.

i) Motivation (ii) Perception (iii) Learning (iv) Beliefs and attitudes

Motivation :-

o Motive (drive) a need that is sufficiently pressing to direct the person to

seek satisfaction of the need

Perception :-

o The process by which people select, Organize, and interpret information to

form a meaningful picture of the world.

Learning:-

o Changes in an individuals behavior arising from experience.

Beliefs and attitudes :-

o Belief is a descriptive thought that a person holds about something

o Attitude, a Person’s consistently favorable or unfavorable evaluations,
feelings, and tendencies towards an object or idea.
 HERO HONDA

“Desh ki Dhadkan"

Hero Honda Motors Limited, based in Delhi, India is a joint venture between the Hero
Group of India and Honda of Japan It has been referred to as the world's biggest
manufacturer of 2-wheeled motorized vehicles since 2001, when it produced 1.3 million
motorbikes in a single year. “Hero” is the brand name used by the Munjal brothers for
their flagship company Hero Cycles Ltd. A joint venture between the Hero Group and
Honda Motor Company was established in 1984 as the Hero Honda company, India.
During the 1980s, the company introduced motorcycles that were popular in India for
their fuel economy and low cost. A popular advertising campaign based on the slogan
'Fill it - Shut it - Forget it' that emphasized the motorcycle's fuel efficiency helped the
company grow at a double-digit pace since inception.

Hero Honda has three manufacturing facilities based at Dharuhera and Gurgaon in
Haryana and at Haridwar in Uttarakhand. These plants together are capable of churning
out 3.9 million bikes per year. Hero Honda's has a large sales and service network with
over 3,000 dealerships and service points across India. Hero Honda's customer loyalty
program, the Hero Honda Passport Program, claims to be one of the largest programs
of its kind in the world with over 3 million members.

The 2006 Forbes 200 Most Respected companies list has Hero Honda Motors ranked
at 108.

Quick Facts

Munjal Brothers: Mr. Satyanand Munjal, Mr. Brijmohan

Founder
Lall Munjal and Mr. O. P. Munjal.
Year of Establishment 1984 (The Hero Group was established in 1956)
Mission "Its our mission to strive for synergy between technology,
systems and human resources, to produce products and
services that meet the quality, performance and price
aspirations of our customers. While doing so, we maintain
the highest standards of ethics and societal
 responsibilities."

- Mr Brijmohan Lall Munjal, Chairman & MD

Foundational Work Before the establishment of the Hero Group in 1956,
Munjal Brothers use to manufacture bicycle components
in the early 1940's.
Industry Automotive - Two Wheelers
Business Group The Hero Group
Capitalization Ratio Hero Group - 26%
Honda Motor Co., Ltd. - 26%
Others - 48% (listing)

No. of Sales Outlets 1500+

Joint Venture The Hero Group (India) with Honda Motor Co., Ltd.
(Japan)

Website www.herohonda.com
www.herogroup.com

Segment and Brands

Products Brands
Two-Wheelers Achiever CBZ CBZ Xtreme CD Deluxe
CD100SS CD DAWN Glamour Hunk
Karizma Passion Plus* Pleasure Splendor
Splendor+* Super Splendor*
 BAJAJ AUTO

"Inspiring Confidence"

Bajaj Auto Ltd. is the largest exporter of two and three wheelers. With Kawasaki Heavy
Industries of Japan, Bajaj manufactures state-of-the-art range of two-wheelers. The
brand, Pulsar is continually dominating the Indian motorcycle market in the premium
segment. Its Discover DTSi is also a successful bike on Indian roads.

Quick Facts

Founder Jamnalal Bajaj

Year of Establishment 1926
Industry Automotive - Two & Three Wheelers
Business Group The Bajaj Group
Listings & its codes BSE - Code: 500490; NSE - Code: BAJAJAUTO
Presence Distribution network covers 50 countries.
Dominant presence in Sri Lanka, Bangladesh, Columbia,
Guatemala, Peru, Egypt, Iran and Indonesia.
Joint Venture Kawasaki Heavy Industries of Japan

Works • Akurdi, Pune 411035

• Bajaj Nagar, Waluj Aurangabad 431136

• Chakan Industrial Area, Chakan, Pune 411501

E-mail rahulbajaj@bajajauto.co.in
Website www.bajajauto.com
Seg ment and Brands

Products Brands

Motorcycles 4S 4S Champion Bajaj Avenger Bajaj Pulsar 135 New

Bajaj CT 100 Bajaj Discover Bajaj Platina Bajaj Platina DTS SI

BAJAJ PULSAR DTS FI

Bajaj Pulsar Bajaj Pulsar DTSi Kawasaki Ninja 250 New
220

Bajaj Sonic Bajaj Wind 125 Bajaj XCD 125

Boxer Caliber Caliber115

Kawasaki Bajaj
KB RTZ KB100
Eliminator

KB125

Scooters Bajaj Chetak Bajaj Kristal Dtsi Bajaj Wave

TVS MOTOR COMPANY

"Inspiration In Motion"
TVS Motor is the third largest two-wheeler manufacturer in India and ranks among the
top ten globally. It is the first company in the world to be honoured with The Deming
Prize for Total Quality Management. The company was the first in India to launch 2-
seater 50cc moped and 100cc Indo-Japanese motorcycles. At present TVS Apache,
TVS Victor, TVS Scooty, TVS Centra and TVS Fiero are the popular bikes in Indian
market.

Quick Facts
Founder T V Sundaram Iyengar
Country India
Year of Establishment August 1980 (TVS Group in 1911)
Industry Manufacturing of two-wheelers and auto components
Business Group TVS Group

Website www.tvsmotor.in
 Segments and brands

• TVS Apache
• TVS Apache RTR FI 160
• TVS Centra
• TVS Fiero FX
• TVS Flame
• TVS Scooty
• Scooty pep plus
• TVS Star
• TVS Victor
• TVS Victor GLX 125
• TVS XL Super
• TVS 180 RTR Menace
 OBJECTIVES OF THE STUDY

1) To study the behavioral factors of consumers in motor bikes.

2) To analyze the impact of behavioral factors of consumers on choosing particular

brand of motor bike.

3) To suggest various factors to improve sales.

4) To study the consumers’ opinion of their motor bikes regarding its features like
appearance, mileage, price etc.

5) Conduction of questionnaire was done and the relative preference of the consumers
for various brands of bikes was given by the way of charts and diagrams.
 RESEARCH METHODOLOGY

Source of Data:

Primary Data:

The primary data collected through questionnaires administered to a sample of 100

consumers selected from Raipur city the Questionnaire was pre-Designed and pre-
tested before it was administered.

Secondary Data : Secondary data was collected through various publications of

newspapers, magazines, books and magazines websites of Hero Honda, and TVS
bikes.

Sample Design :

A total of 100 consumers were selected from the city of Raipur for this study to analyze
the consumers behaviour with reference to select motor bikes i.e., Hero Honda, Bajaj,
and TVS bike.
RESPONSE REGARDING AFTER SALES SERVICES FOR MOTOR BIKES

S.No NAME OF THE BRAND Good Very good

1 Hero Honda 30 50

2 Bajaj 45 35

3 TVS 25 15

50

40

30 Hero Honda
20 Bajaj
TVS
10

0
Good Verygood

After Sales Service:

Regarding after sales service of motor bikes, 50 respondents have responded very
good for service, followed by Bajaj with 45 respondents stating good.
RESPONSE REGARDING AWARENESS TOWARDS MOTOR BIKES

S.No Name of the brand Advertisement Family Friends

s Members

1 Hero Honda 45 10 3

2 Bajaj 30 5 4

3 TVS 25 25 3

50
45
40
35
30 Hero Honda
25 Bajaj
20 TVS
15
10
5
0
Advertisements Family Members Friends

Awareness of Brand Motor Bikes:

Regarding awareness of the brand motor bikes, above table indicates that the
advertisement for Hero Honda bikes are 45 respondents where as the lowest is the 25.
But family members are 10 respondents and for Bajaj is 5respondents. Whereas from
friends 40 respondents are Bajaj and also 25 for brand name.
RESPONSE TOWARDS MOTOR BIKES IN TERMS OF AGE OF THE CONSUMER

S.No Name of the brand Below 30 years Between 30-50

years

1 Hero Honda 40 45

2 Bajaj 45 30

3 TVS 35 45

Age of Respondents:

Regarding the age of respondents, most of the respondents are below 30 years of age
and chosen for Bajaj bikes, whereas 40 chosen for Hero Honda, but whereas in the age
group of 30-50, 45 respondents chosen for Hero Honda, For Bajaj it is only 30
respondents Respondents above 50 years of age have bajaj preferred bikes. The least
is Hero Honda with 15 respondents.

45
40
35
30
25
Hero Honda
20
Bajaj
15
TVS
10
5
0
Below 30 years Between 30-50
years

RESPONSE REGARDING THE SATISFACTION TOWARDS MOTOR BIKES

 S.No Name Of the Brand YES NO

1 Hero Honda 80 20

2 Bajaj 85 15

3 TVS 65 35

Regarding satisfaction of motor bikes 85 respondents have stated that Bajaj satisfaction
is highest and the lowest is for TVS bikes i.e. 65.

90
80
70
60 Hero Honda
50
Bajaj
40
30 TVS
20
10
0
YES NO

RESPONSE REGARDING SALE IN TERMS OF DESIGN/STYLE/MODEL OF BIKES:

 S.No Name of the brand YES NO

1 Hero Honda 35 65

2 Bajaj 60 40

3 TVS 30 70

35 respondents purchase the Hero Honda Bike due to acceptance of

design/style/model, whereas 60 respondents do so for Bajaj and only 30 respondents
opted for TVS Bike following acceptance of the bikes design, etc. followed by Hero
Honda and TVS.This shows that the sales of Bajaj motor bike are more by way of
itsdesign/style/model.

80
70
60
50 Hero Honda
40 Bajaj
30 TVS
20
10
0
YES NO

SALES BY THE MILEAGE OF MOTOR BIKES

S.No Name of the brand YES

1 Hero honda 60

2 Bajaj 40

3 TVS 15

As far as mileage per litre of petrol is concerned, Hero Honda is ruling the market and
finding favour with the consumers. Bajaj and TVS are far below the expectations of the
consumers based on mileage per litre of petrol. This is also due to constant
advertisements through newspapers, TV, Cable TV, hoardings, road shows, etc. Hero
Honda attained supremacy due to mileage factor. In these hard days of price increases
and poor incomes, every one is concerned with economic use of vehicles. Naturally
Hero Honda has become favourite of the masses.

70
60
50
Hero honda
40
Bajaj
30
TVS
20
10
0
YES

SALES BY OCCUPATION

S.No Name of the Brand Employees Students

1 Hero Honda 30 60

2 Bajaj 15 40

3 TVS 40 50

60

50

40
Hero Honda
30
Bajaj
20 TVS
10

0
Employees Students
As we can see, 60% of the purchasers of Hero Honda are the students, while 40% of
the purchasers of TVS are the employees. That means Hero Honda bike is more
popular with the students, TVS is more popular with the employees. Whereas students
are opting for Bajaj as the above data shows 40% of the purchasers of bajaj are
students.

SALES BY SPEED OF BIKES:

Out of 100 respondents, 50 respondents have stated that sales of Bajaj is due to its
speed followed by Hero Honda for which 35 respondents spoke in favour based on its
speed feature.

S.No Name of the brand Yes

1 Hero Honda 35

2 Bajaj 50
50
3 TVS 25
40

30 Hero Honda
Bajaj
20
TVS
10

0
Yes

SALES BY PRICE OF BIKES:

Regarding sales by price of bikes, highest is 55 respondents opined that the price is
high for Bajaj bikes, medium is 45 respondents opined for Hero Honda bikes. 45
respondents have stated that TVS bikes are averagely priced.

S.no Name of the Brand High Medium

1 Hero Honda 15 45

2 Bajaj 55 35

3 TVS 15 40

Medium
TVS
Bajaj
Hero Honda
High

0 10 20 30 40 50 60

SALES BY TECHNOLOGY:

45 respondents have voted for Bajaj based on its superior technology compared to Hero
Honda for which 40 respondents voted favourably based on its technology. This shows
that Bajaj technology is marginally superior compared to Hero Honda. TVS is a poor
third with 15 respondents voting for it, as far as technology feature is concerned

S.No Name of the Brand High Medium

1 Hero Honda 55 40

2 Bajaj 65 25
3 TVS Nil 40

70
60
50
40 Hero Honda
30 Bajaj

20 TVS

10
0
HIGH MEDIUM
 FINDINGS AND CONCLUSION

The research done on the competitor strategies of motorcycles left us with a number of
findings. All these findings and conclusions are basically drawn from the questionnaires,
which are filled by the respondents in person. Regarding awareness of the brand motor
bikes, above table indicates that the advertisement for Hero Honda bikes are 45
respondents where as the lowest is the 25. But family members are 10 respondents and
for Bajaj is 5 respondents. Whereas from friends 40 respondents are Bajaj and also 25
for brand name. Regarding after sales service of motor bikes, 50 respondents have
responded very good for service, followed by Bajaj with 45 respondents stating good.
Regarding sales by price of bikes, highest is 55 respondents opined that the price is
high for Bajaj bikes, medium is 45 respondents opined for Hero Honda bikes. 45
respondents have stated that TVS bikes are averagely priced.
Regarding the age of respondents, most of the respondents are below 30 years of age
and chosen for Bajaj bikes, whereas 40 chosen for Hero Honda, but whereas in the age
group of 30-50, 45 respondents chosen for Hero Honda, for Bajaj it is only 30
respondents .Respondents above 50 years of age have preferred Bajaj bikes. The least
is Hero Honda with 15 respondents. Regarding satisfaction of motor bikes 85
respondents have stated that Bajaj satisfaction is highest and the lowest is for TVS
bikes i.e. 65. 35 respondents purchase the Hero Honda Bike due to acceptance of
design/style/model, whereas 45 respondents do so for Bajaj and only 20 respondents
opted for TVS

Bike following acceptance of the bikes design, etc. followed by Hero Honda and TVS.
This shows that the sales of Bajaj motor bike are more by way of its design/style/model.
As far as mileage per liter of petrol is concerned, Hero Honda is ruling the market and
finding favor with the consumers. Bajaj and TVS are far below the expectations of the
consumers based on mileage per liter of petrol. This is also due to constant
advertisements through newspapers, TV, Cable TV, hoardings, road shows, etc. Hero
Honda attained supremacy due to mileage factor. In these hard days of price increases
and poor incomes, every one is concerned with economic use of vehicles. Naturally
Hero Honda has become favorite of the masses.

As we can see, 60% of the purchasers of Hero Honda are the students, while 40% of
the purchasers of TVS are the employees. That means Hero Honda bike is more
popular with the students, TVS is more popular with the employees. Whereas
Businessmen are opting for Bajaj as the above data shows 45% of the purchasers of
Yamaha are the Businessmen

Out of 100 respondents, 50 respondents have stated that sales of bajaj is due to its
speed followed by Hero Honda for which 35respondents spoke in favour based on its
speed feature. 45 respondents have voted for Bajaj based on its superior technology
compared to Hero Honda for which 40 respondents voted favourably based on its
technology. This shows that Bajaj technology is marginally superior compared to Hero
Honda. TVS is a poor third with 15 respondents voting for it, as far as technology
feature is concerned.
 SUGGESTIONS AND RECOMMENDATIONS

After analyzing the findings, the following suggestions have been prepared. Great care
has been taken in making these suggestions for the improvement of consumer’s
opinion.

1. There is a heavy demand for Hero Honda motorcycles in the market, so their supply
has to be drastically improved so as to meet the demand of the customer.

2. Some of the respondents are suggested to improve the mileage of Bajaj and TVS
Bikes.
3. A considerable number of respondents opined that there is a need to improve the
technology of TVS bikes.

4. A vast majority of the respondents felt the design of Hero Honda bikes should be
changed so as to attract the customers.

5. The bikes recently introduced by Hero Honda are mostly concerned about youth. So,
they should also consider middle-aged people while manufacturing.

6. Some of the respondents felt that the price of Bajaj is high and it should be
decreased so as to attract more customers.
 QUESTIONNAIRE
NAME:

AGE:

OCCUPATION:

INCOME LEVEL:

QUES: 1) Do you own a bike?

a) Yes b) No

QUES: 2) Which Bike due want to purchase?

a)Hero Honda

b)Bajaj
c) TVS

QUES: 3) While purchasing the bike how do you came to know about it?

a) Advertisements

b) Family members

c) Friends

QUES: 4) What specialty you like in bike?

a) Fuel efficiency

b) Looks and style

c) Speed

d) Mileage

QUES: 5) What is the current mileage of your bike ?

QUES: 6) Are you satisfied with the mileage ?

a) Yes

b) No

QUES:7) Which kind of bike you prefer ?

a) Low price

b) Medium or averagely priced

c) High price

QUES: 8) What is the color of your bike ?

QUES: 9) Have you requested the dealer for the color?

a) Yes

b) No

QUES: 10) What was the purpose of purchasing the bike ?

QUES: 11) How many service centers do you know for your bike ?

a) 0
 b) 1

c) 2

d) 3

QUES:12) How often your bike needs services and maintenance ?

a) After every 1 month

b) After every 2 months

c) After every 3 months

d) More than 3 months

QUES: 13) What is the approximate cost of services and maintainance ?

QUES: 14) Which type of service centers you use?

a) Authorised

b) Local

c) Depending upon situation

QUES: 15) What is the reason for such a decision ?

a) Cost

b) Availability

c) Reliability

QUES: 16) Do you consider that your bike is technologically updated ?

a) Yes

b) No
QUES: 17) Are you satisfied with your bike ?

a) Yes

b) No

BIBILIOGRAPHY

• www.google.com

• www.scribd.com

• http:// googleimages.com/

• www.amazon.com

• www.wikipedia.org

• Hawkins D.I.Best, R.J. and Convey, K.A. Consumer Behaviour :

Implications for Marketing Strategy, (Rev.ed), Business
Publications, Inc. Texas, 2001.

• Howard John H., and Sheth, Jagdish N., The Theory of Buyers
Behaviour, John Wiley and Sons Inc., New York, 2000.
• Karsarjian H.H. and Robertson T.S. Perspectives in Consumer
Behaviour, SCOH Forman & Company, Illinois, 2001.

• Kotler Philip, Marketing Management, analysis, planning

implementation and control, Prentice Hall of India Publishing, New
Delhi.2002.

• Schiffman G.Leon., Consumer Behaviour, Prentice Hall of India

Pvt. Ltd., New Delhi 2001.