Hero Honda-Consumer Perception

Consumer Perception About Hero Honda Bikes
I n d e x
Chapter No Subject Page No.
Chapter: -1
1.1
1.2
Chapter:- 2
2.1
2.2
2.3
2.4
2.5
2.6
2.7
Chapter: - 3
Chapter:- 4
Chapter:- 5
5.1
5.2
Chapter:-6
Industria !ac" ground
Historical Industry Development
Introduction about company
Concept o# Consu$er !eha%iour.
Concept.
Wat is Consumer !eaviour"
!uyin# !eaviour $odel.
% model o& Consumer !eaviour.
'e !irt o& !uyin# idea.
(actors In&luencin# Consumer !eaviour.
!uyin# Decision )rocess.
&uestionnaire
'ata Interpretation and ana(sis
Su$$ar(
(indin#
*u##estion
Concusion
ICFAI NATIONAL COLLEGE Page 1
1.1 HISTORICAL INDUSTRY DEVELOPMENT
)*+ ,I-S) ./)/-C0C1+
+Wo invented te &irst motorcycle"+ It seems li,e a simple -uestion. but te ans/er
is a bit complicated. 0ust as te automobile /as te ans/er to te 11t2century
dream o& sel&2propellin# te orse2dra/n carria#e. te invention o& te motorcycle
created te sel&2propelled bicycle.
$otorcycles are descendents o& te +sa&ety+ bicycle2bicycles /it &ront and rear
/eels o& te same si3e. and /it a pedal cran, mecanism to drive te rear /eel.
'ose bicycles. in turn. /ere descended &rom i#2/eel bicycles. 'e i#2
/eelers /ere descended &rom an early type o& pusbi,e. /itout pedals. propelled
by te rider4s &eet pusin# a#ainst te #round. 'ese appeared around 1566. used
iron2banded /a#on /eels. and /ere called +bone2crusers.+ bot &or teir 7arrin#
ride and teir tendency to toss teir riders.
'e &irst commercial desi#n /as a tree2/eeler built by 8d/ard !utler in 9reat
!ritain in 1554. It employed a ori3ontal sin#le2cylinder #asoline en#ine mounted
bet/een t/o steerable &ront /eels and connected by a drive cain to te rear
/eel. Ho/ever. it /ould peraps be incorrect to call it a precursor o& te t/o2
/eeled #enre o& veicles.
'e person credited /it buildin# te &irst motorcycle in 1555 is 9ottlieb Daimler
:/o later teamed up /it ;arl !en3 to &orm te Daimler2!en3 Corporation<. 'e
#asoline2run veicle ad one /eel in te &ront and one in te bac,. /it a smaller.
sprin#2loaded outri##er /eel. on eac side. )o/ered by a sin#le2cylinder =tto2cycle
en#ine. it may ave ad a spray2type carburetor also :since Daimler4s assistant.
Wilelm $aybac /as /or,in# on te invention o& te spray carburetor at te time<.
'e motorcycle /as constructed mostly o& /ood. /it te /eels bein# o& te iron2
banded /ooden2spo,ed type. de&initely a +bone2cruser+ cassis>
I& one counts t/o /eels /it steam propulsion as bein# a motorcycle. ten te &irst
one may ave been %merican. =ne suc macine /as demonstrated at &airs and
circuses in te eastern ?nited *tates in 1567. built by one *ylvester Ho/ard @oper
o& @oAbury. $assacusetts. It /as po/ered by a carcoal2&ired t/o2cylinder en#ine.
/ose connectin# rods directly drive a cran, on te rear /eel. 'is macine
predates te invention o& te sa&ety bicycle by many yearsB so. its cassis is also
based on te +bone2cruser+ bi,e.
,2-)*+- '+3+1/P.+N)S
$ost o& te development durin# te early pase concentrated on tree2 and &our2
/eeled desi#ns since it /as compleA enou# to #et te macines runnin# /itout
avin# to /orry about tem &allin# over. 'e neAt notable t/o2/eeler /as te $illet
o& 1512. It used a &ive2cylinder en#ine built as te ub o& its rear /eel. 'e cylinders
rotated /it te /eel and its cran,sa&t constituted te rear aAle.
'e &irst success&ul t/o2/eeler. tou#. /as te Hildebrand C Wol&mueller.
patented in $unic in 1514. It ad a step2trou# &rame. /it its &uel tan, mounted
on te do/n tube. 'e en#ine /as a parallel t/in. mounted lo/ on te &rame. /it its
cylinders #oin# &ore2and2a&t. 'e connectin# rods lin,ed directly to a cran, on te
rear aAle. and instead o& usin# eavy &ly/eels &or ener#y stora#e bet/een cylinder
&irin#. it used a pair o& stout elastic bands. one on eac side o& te cylinders. to elp
out on te compression stro,es. It /as /ater2cooled. and ad a /ater tan,Dradiator
built into te top o& te rear &ender.
In 1515. te (renc &irm o& DeDion2!uton built an en#ine tat /as to ma,e te mass
production and common use o& motorcycles possible. It /as a small. li#t. i#
revvin# &our2stro,e sin#le. and used battery2and2coil i#nition. doin# a/ay /it te
troublesome ot tube. !ore and stro,e &i#ures o& 56 mm by 76 mm #ave a
displacement o& 135 cc. % total loss lubrication system /as employed to drip oil into
te cran,case trou# a meterin# valve. /ic ten slosed around to lubricate and
cool components be&ore dumpin# it on te #round via a breater. DeDion2!uton
used tis 6.5 p po/er plant in road2#oin# tric,s. but te en#ine /as copied and
used by everybody. includin# Indian and Harley2Davidson in te ?.*.
%ltou# a person named )ennin#ton built some macines around 1515 :it4s
uncertain /eter any o& tem actually ran<. te &irst ?* motorcycle /as te =rient2
%ster. built by te $et3 Company in Waltam. $assacusetts. in 1515. It used an
%ster en#ine tat /as a (renc2built copy o& te DeDion2!uton. and predated Indian
:1161< by tree years. and Harley2Davidson :1162< by &our.
'e Indian $otorcycle Company. *prin#&ield. introduced te %E2'/in in 1163.
updated /it t/o2 and tree2speed #earboAes tat /ere &urter re&ined /it s/in#
arm rear suspensions. 'e &irst motorcycle /it electric start and a &ully modern
electrical system. te Hendee *pecial &rom te same company. astounded te
industry in 1113. !e&ore World War I. I$C /as te lar#est motorcycle manu&acturer
in te /orld producin# over 26.666 bi,es per year.
INC-+4SIN5 P/P214-I)0
'e popularity o& te veicle #re/. especially a&ter 1116. !y 1166. many
manu&acturers /ere convertin# bicycles. or pedal cycles as tey /ere sometimes
called. by addin# small. centrally mounted spar, i#nition en#ines. 'e need &or
reliable constructions led to road trial tests and competition bet/een manu&acturers.
'e ori#inal 'ourist 'ropy races /ere eld on te Isle o& $an in 1167 as reliability or
endurance races. *uc events ave been te provin# #round &or many ne/ ideas2
&rom te early t/o2stro,e2cycle desi#ns to te supercar#ed. multi2valve en#ines
mounted on aerodynamic. carbon &iber rein&orced body/or, en#ines.
In 1116. te Indian $otorcycle Company introduced te $odel H racer. and placed it
on sale at te astronomical price o& F356. It &eatured overead2valve eads /it &our
valves per cylinder. and /as easily capable o& speeds o& over 126 mp. In various
&orms. it /as raced on te dirt trac, as /ell as on te boards /it very #reat success.
It is un,no/n o/ many o& te 52valve racers /ere manu&actured. but production
/as very small indeedB most macines /ere ridden eiter by &actory riders or /ere
+loaned+ to promisin# privateers.
Durin# World War I. all brances o& te armed &orces in 8urope used motorcycles
principally &or dispatcin#. %&ter te /ar. it en7oyed a sport vo#ue until te 9reat
Depression be#an in 1121.
%&ter te World War II. a revival o& interest in motorcycles lasted into te late 26t
century. /it te veicle bein# used &or i#2speed tourin# and sport competitions.
'e more sopisticated motor scooter ori#inated in Italy soon a&ter World War II. led
by te manu&acture o& a 1252cc model. *ince ten. an increasin# number o& po/er&ul
bi,es ave bla3ed te roads.
Durin# te 1156s. te practice o& attacin# auAiliary en#ines to bicycles in Western
8urope and parts o& te ?nited *tates led to te development o& a ne/ type o& li#t
motorcycle. te moped. =ri#inatin# in 9ermany as a 562cc macine /it simple
controls and lo/ initial cost. it /as lar#ely &ree o& licensin# and insurance re#ulations
eAcept in 9reat !ritain.
1.2 INFORMATION ABOUT COMPANY
*IS)/-0:- %s /e all ,no/ tat te H8@= H=GD% is super ero o& te current
automobiles sectors undisputedly. tey are te ,in# o& bi,e $ar,et and tis position
is acieved by tem in 7ust one and a al& decade and no/ it become HD8*H ;I
DH%D;%GI.
'e birt o& H8@= H=GD% become possible in 1153254. /en te /orldJs lar#est
bicycle manu&acturerJs tin, to enter into te t/o /eelerJs automobiles mar,et
/ic is still in te ands o& !%0%0.
Wat stand out as a 7oint venture bet/een Hero #roup and Honda motors. company
o& 0apan. is today te leadin# manu&acturers o& Indias lar#est sellin# motorcycle.
Comin# into eAistence on 0anuary 11. 1154. H8@= H=GD% $otors Ktd. #ave India
notin# less tan a revolution on t/o /eels. made even more &amous by te H(ill it2
*ut it2&or#et itI Campai#n. Driven by te trust o& over 35 Ka,es customers. te H8@=
H=GD% products ran#e today commands as muc as 47L ma,in# it a veritable #iant
in te industry. %dd to tat tecnolo#ical eAcellence. eApansive dealer net/or, and
retable a&ter sales services becomes it a customer &riendly company. 'e level o&
#ro/t can be determined as per te companyJs sales &i#ure over te years.
0ear
No of units Manufactures
11552M56
11512M16
11152M11
11112M66
26662M61
26612M62
43.666
12.266
5.36.666
7.61.216
16.21.555
14.25.115
In &act every second bi,e sold in te India today is a H8@= H=GD%> Customer
satis&action. a i# -uality product. 'e stren#t o& H=GD% tecnolo#y and te H8@=
#roupJs dynamism ave elped Hitml scale ne/ &rontiers and eAceed Kimits.
In te /ords o& H$r. !ri7moan Kal $un7al te cairman and $.D.I /e /ill continue to
ma,e every e&&orts re-uired &or te development tecnolo#ical innovation.
investment in e-uipments and &acilities and trou# elticient mana#ement.
Milestones of te Co!"#n$
0ear 5ro6th
12
t
Dec. 1153
11
t
0an. 1154
24
t
0an. 1154
13
t
%pr. 1154
27
t
$ay 1155
27
t
$ay 1155
27
t
*ept 1155
2
nd
$arc 1156
7
t
%pril 1157
1
t
0une 1157
26
t
$arc 1155
21
st
$arc 1151
21
t
$ay 1111
11
t
Gov. 1111
26
t
Gov. 1111
11
t
Dec. 1111
Gov. 1113
11
t
0an. 1114
23
rd
Gov. 1114
14
t
(eb. 1115
1
st
*ept. 1115
16
t
Dec. 1116
14
t
0an. 1117
23
rd
0an. 1117
26
t
(eb. 1117
17
t
%pril 1115
27
t
=ct. 1115
*are olderJs a#reements si#ned.
Company Incorporated.
'ecnical Collaboration si#ned.
(oundation stone laid.
(irst model CD2166 Introduced.
(rame plant production started.
Daruera plant in au#urated.
Nuality circles launced.
8n#ine plant stoned.
1.66.666 $otor cycle )roduced.
Hero Honda club at 9ur#aon started.
*lee, $odel Introduced.
5.66.666 $otorcycle )roduced.
)roductivity Kin,ed inactive started.
CD2** Introduced.
$obile clinic launced.
Hero Honda sponsors &ive nations Cric,et tournament.
*plendor $odel Introduced.
1.66.666 $otor cycle )roduced.
766 $otor cycle per day )roduction started.
566 $otor cycle per day production started.
1666 $otor cycles )roduction per day.
15.66.666 $otor cycle produced
*treet model Introduced.
9ur#aon plant inau#urated by Honda president.
26.66.666 $otorcycle )roduced.
Hero Honda sponsors $aster #ol& campion sip at Deli.
25
t
$arc 1111
13
t
%pril 1111
14
t
$ay 1111
25
t
0une 1111
25
t
=ct. 1111
25.66.666 $otorcycle produced.
C!O launced.
7
t
/orld cup cric,et tournament sponsored at 8n#land.
8nvironment $#t. *ystem o& Daruera plant certi&ied /it
I*=P14661
Hero Honda sponsors $aster #ol& Campionsip at Deli.
4
t
0an. 2661
13
t
%pril 2661
)assion $odel Introduced
0oy $odel Introduced.
5.666.666t motorcycle produced
2662
Ge/ motorcycle model 2 +Da/n+ introduced
Ge/ motorcycle model 2 +%mbition+ introduced
2663
!ecomes te &irst Indian Company to cross te cumulative 7
million sales mar,
Ge/ motorcycle model 2 +CD Da/n+ introduced
Ge/ motorcycle model 2 +*plendor Q+ introduced
Ge/ motorcycle model 2 +)assion )lus+ introduced
Ge/ motorcycle model 2 +;ari3ma+ introduced
2664
Ge/ motorcycle model 2 +%mbition 135+ introduced
Crossed sales o& over 2 million units in a sin#le year. a
#lobal record
Ge/ motorcycle model 2 +C!OR+ introduced
'otal sales crossed a record o& 16 million motorcycles
2665
Hero Honda is te World Go. 1 &or te 4t year in a ro/
Ge/ motorcycle model 2 +*uper *plendor+ introduced
Ge/ motorcycle model 2 +CD DeluAe+ introduced
Ge/ motorcycle model 2 +9lamour+ introduced
Ge/ motorcycle model 2 +%ciever+ introduced
(irst *cooter model &rom Hero Honda 2 +)leasure+
introduced
2666 Hero Honda is te World Go. 1 &or te 5t year in a ro/
S*/7 C4S+
1. C'-188:-
'is is te &irst model o& te company and become very muc popular and
en7oys te ima#e o& lon# lastin# and &uel2e&&icient bi,e. It is te ori#inate H(ill it. *ut
it. (or#et itI bi,e.
2. Spendor:-
'is model ad proven very muc bene&icial to te company. 'is becomes
te /orldJs Kar#est sellin# mobi,e. It desi#n. loo,. &uel e&&iciency ma,es it te dream
bi,e.
3. Passion:-
)assion. te styli desi#ned bi,e &or te stylis rider. )assion becomes te
earttrob o& te youn#sters. )assion and C!O ma,e te Hero Honda HD8*H ;I
DH%D;%GI in real manner.
4. C!9:-
'e po/er&ul stylis and super pic, up bi,e ma,es te people cra3y about its
ridin#. It creates ne/ de&inition o& motorcyclin#.
'e oter bi,es o& Hero Honda are 0oy. CD2** *lee,. *treet. Da/n. and
%mbition.
474-'S
1. Nationa Sa#et( 46ard:-
Hero Honda #ot national sa&ety a/ard &or te Sear 26662J61.
2. Nationa Producti%it( 46ard:-
Hero Honda #ot te Gational )roductivity a/ard &or te best per&ormance in
automobile sector even in te very slu##is condition o& economy &or te year
26662J61.
3. !est Sogan 46ard:-
Hero Honda #ot te !est *lo#an %/ard &or its toucin# *lo#an HD8*H ;I
DH%D;%GI &or te year 2666261.
'ese are some decent a/ards /ic are collected by te Hero
Honda Customer satis&action is te bi##est a/ard &or any company tis can be te
Hero HondaJs bi##est stren#t tat it as more tan 35.66.666 satis&ied customers.
,uture o# the Co$pan(:-
!ein# a master o& te automobiles sector HH is consistent /it itJs ama3in#
per&ormance. Hero Honda as been a success&ul story in an oter/ise dull mar,et.
)ositin# a over 1 million sales in te &inancial year 26612J62 te company as out
ridden all te players.
'e company si#ned t/o o& most popular celebrities. Hriti, @osan and
*ourav 9an#uly to be brand ambassadors. 'at sould &urter elp te :!ot its<
company in maintainin# its &ollo/in#.
!ot its duly launced models. te C!O and )assion ave received i#ly positive
response and created ne/ se#ment &or te company so te &uture o& t/o company
seems very #ood and pro&itable.
1ist o# group co$panies:-
Hero $otors
Hero 8Aports
Hero Cycles
$a7estic auto Ktd.
$un7al *o/a Ktd.
9u7arat Cycle Ktd.
Hero Honda $otors Ktd.
Hero Cycle Ktd. :?nit T2<
$un7al and *unbeam Castin#s
Hi# /ay cycle Industries.
IN P2-S2I) /, +:C+11+NC+
+We. at Hero Honda. are continuously strivin# &or syner#y bet/een tecnolo#y.
systems. and uman resources to provide products and services tat meet te
-uality. per&ormance. and price aspirations o& our customers. Wile doin# so. /e
maintain te i#est standards o& etics and societal responsibilities. constantly
innovate products and processes. and develop teams tat ,eep te momentum
#oin# to ta,e te company to eAcellence in te ne/ millennium+.
C/NC+P)
;no/led#e o& te buyin# beaviour o& consumer is essential &or a mar,et. 'e
consumers brin# te can#es in te mar,et. It is essential tas, &or mar,etin#
beaviour o& tar#et $ar,et.
'e Consumer mar,et consist te individual and ouseold te buy #oods and
*ervices &or personal consumption. It is attempted to understand and predict uman
actions in te buyin# role. It as assumed #ro/in# in te importance under $ar,et
=riented or Customer =riented /or,in# plannin# and $ana#ement.
Consumers very tremendously in a#e income adulation level and )re&erences.
$ar,eter &inds it use&ul to distin#uisia di&&erent consumer #roups and to develop
products and services tailored to teir needs. Consumer beaviour al/ays involves
coice.
!uyin# beaviour includes acts o& individual directly involves in obtainin# and usin#
economics 9ood and *ervices includes se-uences o& decision processes tat
proceed and determine tese acts. %ctual purcase is only a part o& te decision
process in buyers beaviour /e consider not only /y no/ and /at people buy
oter &actors. *uc as /ere o/ o&&er and under in &ind analysis buyer is one o& te
most important ,eys to success&ul $ar,etin#.
7*4) IS C/NS2.+- !+*43I/2-
'e /ealt and services product in a country ma,e an economy stron#. %lmost all
te product /ic are available to buyer. ave a number o& alternative supplies tat
is suitable products are available to customers. Wo ma,e a decision to buy
products" 'ere &ore. a seller most o& is time see,s buyers and tries to please
tem. In order to success&ul. a seller is concerned /itP
Wo is Consumer"
Wat do Consumers buy"
Wen do Consumers buy"
Ho/ do Consumers buy"
(rom /ere do Consumers buy"
Wy do Consumers buy"
% buyer ma,es a purcase o& a particular product or a particular brand and tis can
be termed H)roducts buyin# $otivesI and te reason beind te )urcase &rom
particular *eller is H)atrona#e $otivesI.
'e buyer may ta,e a decision /eter to save or spend te money.
Wen e decision to spend tem tere are many problems as to /at to
purcase because needs are numerous. 'is leads to ran,in# te needs in terms o&
priority. 'ose te problems are consumption problems /ere to buy /om to buy
etc.
4 ./'+1 /, C/NS2.+- !+*43I/2-
In earlier times $ar,ets could understand consumers trou# te daily eAperience o&
sellin# to tem. !ut te #ro/t in te si3e o& &orms and $ar,ets as removed many
$ar,etin# decisions &rom direct contract /it customers increasin#lyB numbers ave
ad to turn to consumer researc.
'e Company tat understands o/ Consumer /ill respond to di&&erent )roduct
&eatures. price. advertisin# appeals and so on /ill ave an enormous advanta#e over
te competitors. 'ere&ore business and academic mar,etin# researcin# ave
invested muc ener#y in researcin# te relationsip bet/een mar,etin# stimuli and
ConsumerJs response.
$ar,etin# stimuli includin# (our ) TT )roducts. )rice. )lace. and )romotion.
8nvironmental stimuli consist economic tecnolo#ical political and cultural. %ll o&
tese stimuli pass trou# te buyerJs blac, boA and )roduce te buyer )urcase
decision so/n. =n te )roduct coice. brand coice. dealer coice. )urcase
timin#. )urcase amount.
!20IN5 !+*43I/2- ./'+1
=ut *ide *timuli
$ar,etin#
)roduct
)rice
)lace
)romotion
=ter
8conomic
'ecnolo#ical
)olitical
Cultural
!uyerJs !lac, boA
!uyer
Caracteristics
!uyer
Decision
!uyerJs @esponse
)roducts
!rand
Dealer
Coice
Coice
Coice
)urcase
)urcase
%mount
'imin#
)*+ !I-)* /, !20IN5 I'+4
$r. Hiren o/ns a bi,e. 'e bi,e causin# or dissatis&actions because o& some de&ects
or troubles in it. He decisions anticipates te idea o& a troubles &ree and dependable
bi,e. He decides not to buy a bi,e o& te same ma,e. because o& dissatis&action and
lac, o& con&idence. 'us a tou#t seed about a ne/ bi,e is born in im. te
movement e tin,s. HI must replace te bi,eI te buyin# idea comes up /it te
tou#t in is mind. e tin,s o& te bene&it. and tis leads to &uture tin,in# /at
sort o& a bi,e /ill #ive te bene&it e /ants. 'e bene&its ma,e t/o desires. He
ma,es te desire. He may bi,e. /ic can #ive te desire bene&it. He ma,es
en-uires an.
=bservation trou# tal,in# to is &riends. e selects one or t/o possible bi,e. !y
tis e /ants to con&irm is decision about te ma,e e /ises to buy. He reads
advertisement about te ne/ bi,e. He cooses one /it all te possible advanta#e
and /ic is /olly dependable. $r. Hiren is a prospective Customer to dealer.
,4C)/-S IN,12+NCIN5 C/NS2.+- !+*43I/2-
(actor in&luencin# te consumer beaviour are internal needs. motives. perception
and attitude as /ell as eAternal2 &amily. social #roup. cultural. economic. business
in&luences. etc.
1. +cono$ics ,actors.
%n economics &actor o& buyin# beaviour is undisplinary it assumes tat Consumers
are economics. Wen are tey &ollo/ te principle o& maAimi3ation o& utility based on
te lo/ o& diminisin# $ana#erial utility. %s economic /en. consumer evaluations
rationally te alternative in terms o& cost and value received. 'ey try to maAimi3e
teir utility or satis&actory /ile spendin# tem scarce resources o& time. ener#y and
money.
2. Ps(choogica ,actors
)sycolo#y as contributed muc to te mar,ers to understand te buyerJs
psycolo#y eAplains o/ consumers learn about a product and o/ tey can recall
&rom te memory. 'e development o& buyin# abits. tis includes te &ollo/in#
&actorsP
a) Motive:-
% buyin# motive is te reason /y a person buys a particular products. It is
te drivin# &orce beind buyin# beaviour and may be based on psycolo#ical or
psycolo#ical /ant mar,eters are in rested in patrona#e motives suc as store
loyalty and brand loyalty.
b) Perception:-
)erception causes te beaviour in a certain /ay perception in&luences tis
beaviour. It #ives direction to te ta,en by te beaviour. It te meanin# /e
ave on te bases on our past dependence.
c) Learning:-
Kearnin# re&ers to can#es in beaviour brou#t about by practice or
eAperience. %lmost every timin# one does or timin# is learned product &eatures
suc as price -uality services. brand. pac,in#. etc. %ct as ints in&luencin#
consumerJs response.
d) Attitude:-
%ttitude is a state o& mind o& &illin#s it includes a per disposition to beave in
source /ay. %ttitude core very important in eAplainin# buyerJs beaviour. %
can#e in attitude leads to can#es purcasin# attitude and modi&y buyer
beaviour ,no/led#e o& consumer attitude can product redesi#nin# pac,a#es
and developin# and evaluatin# promotional pro#rams.
e) Personality:-
In #eneral perception attitude belie& lead collectively to a consistent response
by te individual to is environment. 'is consistent pattern or beaviour is
termed as personality its primary teacers are sel&2concept role and level o&
consciousness.
3. Socia ,actors
'is includes te &ollo/in# &actorsP
a) Family:-
$ost consumers belon# to a &amily #roup. 'e &amily can eAert considerable
in&luence in sapin# te pattern o& consumption and indicatin# te decision
ma,in# role personal value attitude and buyin# abits ave been saped by
&amily in&luences.
b) Reference Group:-
'e small #roup to /ic te buyer belon#s in&luence buyer beaviour. %
uman bein# is considered as a social animal spendin# muc o& is or er li&e in
#roup situation. #roup norms direct attention o& its member to a ne/ style o& a
product.
c) Social lass:-
%s a predictor o& consumption patterns mar,etin# mana#ement is &amiliar /it
social classes consumers. buyin# beaviour is determined by te social class to
/ic tey cespires rater tan by teir income belon#. )roudly spea,in# /e
ave distant social classesJ upper. middle and lo/er classes usually stress
rationality. eAibit sense o& coice ma,in# /ereas consumers o&
lo/er classes ave essentially no rational purcases and so/ limited sense o&
coice ma,in#. 'e tree social classes /ill ave di&&erences in te stress tey
patroni3e. 'e ma#a3ines tey read and abuttin# and &urniture tey select social
class may act as one criterion &or mar,et se#mentation.
d) ulture:-
% culture is as distinctive /ay o& li&e o& a #roup o& people teir complete desi#n
&or livin# it is te man made pan or manJs environment te sum total o& is
,no/led#e. !elie& morals customers. %rt la/s etc it includes te attitude and
values o& a /ole society and a&&ects te /ays in /ic /e do tin#s. see tuniy.
use tin#s and 7ud#e tin#s in every culture. 8uropean culture. %merican culture
etc. $ar,etin# strate#ies can developed &or eac culture separately.
!20IN5 '+CISI/N P-/C+SS
'e process consists include &ollo/in# stepP
@eco#nition o& an unsatis&ied need
Identi&ication o& alternatives
8valuation o& alternatives
)urcase Decision
)ost purcase decision
1. -ecognition o# an unsatis#ied need:-
Wen a person as an unsatis&ied need te buyin# process be#ins to satis&y te
needs #enerally te unsatis&ied need leads to tension. 'e nature o& te /ant
indicates te speed /it /ic a person moves to &ul&ill te unsatis&ied /ant /ic is
o& i# pressin# need on te basis o& need and its ur#ency &orms te order o& pointy.
2. Identi#ication o# 4ternati%es:-
Di&&erent alternatives are available in te mar,et te consumer must ,no/ te brand
o& te product /ic #ives maAimum satis&action and te person as to source out
&or relevant in&ormation o& te product brand location etc.
3. +%auation o# 4ternati%es:-
'is is a critical sta#e especially /it re#ard to te costly items consumers ave
di&&erent alternatives. 'e attributes tastes color price durability etc. ave di&&erent
pre&erence te mar,eters must understand tis process.
4. Purchase 'ecision:-
!y considerin# te li,es and disli,es o& alternatives one is about to ta,e a decision
as to buy one /ill consider /it re&erence to product type price -uality etc. % seller
can &acilitate suc consumers to understand te products trou# advertisements.
5. Post Purchase 'ecision:-
(eedbac, in&ormation is important as &or as a seller is concerned. % brand
pre&erence maturely repeats sales to a mar,eter. % satis&ied buyer is a silent
advertisement. % satis&yin# dependence o& a buyer tends to stren#ten te brand
pre&erence.
%&estionn#i'e
)*+ -+S+4-C* ,/- C/NS2.+- P+-C+P)I/N 4!/2) P2-C*4SIN5 *+-/ */N'4 !I;+S
GamePUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU
%ddressP
9enderP $ale (emale
%#eP )one noP
8ducationP
%ttended scool *td 12 %ttended colle#e
9raduate )ost 9raduate
=ccupationP
*tudent 8Aecutive Industrialist
House /i&e !usiness men *ervice
)ro&essional 'rade sop o/n oter
1< Wic t/o /eeler motor cycle company you a/are tat presently available in te
$ar,et"
a< b< c<
d< e< &<
2< Will you DDo you /ant to purcase any H8@= H=GD% !i,e"
Ses
Go
3< I& yes. tan /ic model do you purcase"
CD2DeluAe CD2Da/n C!O
*plendor )assion ;ari3ma
%mbition 9lamour
4< Have you planed to purcase any oter !i,e"
Ses
)lease $entioned Company name

Go ten plannin# &or &our /eeler

5< Ho/ did you come to ,no/ about tis H8@= H=GD% !i,e"

Ge/s paper Hoardin# $a#a3ine
%dvertisin# 'elevision *o/room
banner
=n road (riendD@elative
6< =n /ic speci&ic occasion did you purcase H8@= H=GD% t/o2/eeler !i,e"

=n &estival 9et promotion !i,e re-uired
=n birtday Wen you start 7ob /en you #o married
7< Wo promotes you to purcase tis H8@= H=GD% !i,e"

(amily member @elative
(riend (or oter
5< Do you considered any consumer incentive be&ore purcasin# H8@= H=GD%
!i,e"

Ses Go
1< Wat important criteria you considered /ile purcasin# te H8@= H=GD% !i,e"
:$ulti tic, mar,<

)rice %vera#e )ic, up
Desi#n Company ima#e $aintenance
CC o& en#ine
16< $ain reason &or you to selectin# tis particular model"
:@an, any &ive in ascendin# order<
9ood loo,sD stylis @easonable price
Ko/ maintenance cost %uto *tart
(uel e&&iciency 8n#ine capacity
)ic, up
11< Sou ad to purcase your !i,e on"
Cas basis Corporate buyin#
Koan &rom ban, Koan &rom &inancial institute
12< (rom /ere you /ill purcase your !i,e"
*ivani motors Dru motors
*iddi automobiles
13< Sou /ill use tis !i,e mainly &or" :$ultiple 'ic, mar,<
9oin# /it &amily 9oin# to colle#e
'ravellin# &or &ield /or, Community /or,
14< %ny comments or su##estion.

UUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU
&ue: 1
/bjecti%e: 'o ,no/ !rand %/areness o& Hero Honda $otorcycles.
BRAND AWARENESS
Brand No. of Respondent %
Hero Honda 100 100%
Bajaj 100 100%
Suzuki/Tvs 95 95%
LL 92 92%
!s"or# 85 85%
$#%er 90 90%
Interpretation:
!ran a/areness is an important &actor no/ days. Hero Honda and !a7a7 ave a
166L brand a/areness /ic is become competitive advanta#e &or tem. =ter
!i,e manu&acturer as sli#t less brand a/areness /ic tey can increase by
promotional activities and -uality service.
&ue: 2
/bjecti%e: 'o ;no/ (uture )urcaser o& Hero Honda $otorcycles.
Detail No. of Respondents Percentage
&es 65 65%
'o 45 45%
Total 100 100%
Interpretation:
65L o& respondents /ant to purcase Hero Honda !i,es in &uture. It means Hero
Honda as a #ood &uture aspects and can sell more bi,es tan competitors mainly
!a7a7. 45L o& respondents donJt /ant to Hero Honda !i,es. and tey pre&er oter
bi,es. Hero Honda can attract tose customers by providin# tem oter bene&its.
&ue: 3
/bjecti%e: 'o ,no/ /ic model o& Hero Honda bi,es. eDse /ants to purcase.
Model No. of Respondents %
()*)e+u,e 7 10-76%
()*)o.n 3 4-61%
S/+endor 18 27-69%
0+a1our 7 10-77%
2assion 19 29-23%
(B3 8 12-31%
4ariz1a 2 3-07%
516i#ion 1 1-54%
Total 6 100.00%
Interpretation:
(rom te above cart. /e conclude tat consumer purcase passion and splendor
bi,es. %&ter. tat C!O comes /ic is stylis and po/er&ul bi,e. more pre&erred by
youn#sters. =ter !i,es ave not muc demand because CD2DeluAe and CD2Da/n
are &or lo/er middle class and ;ari3ma is &or Hi#er ?pper class bi,es. 9lamour and
%mbition &ails in $ar,et and ave not muc demand and company introduce ne/
model o& #lamour /ic increase te #lamour demand to around 11L.
&ue: 4
/bjecti%e: 'o ,no/ &uture demand &or oter bi,es manu&acturer.
Brand No. of Respondent %
Bajaj 27 60%
Suzuki/Tvs 8 17-78%
LL 3 6-66%
!s"or# 2 4-44%
$#%er 5 11-11%
Total ! 100%
Interpretation:
In oter companyJs !i,e purcaser. most sare :66L< is covered by !a7a7 %uto /ic
as also 166L brand a/areness and a ma7or competitor o& Hero Honda. =ter bi,e
manu&acturers are avin# very less percent o& &uture prospects and tey ave to
come /it #ood -uality consumer pre&erred bi,es to compete in te mar,et.
&ue: 5
/bjecti%e: 'o ,no/ te media by /ic consumer come to ,no/ about bi,es.
edia Pre!erred b" #espondents
Media No. of Respondents %
'e.s 2a/er 19 19%
Hoardin7 6 6%
a7azine 3 3%
Te+evision 22 22%
S%o.roo1 Banner 7 7%
$n 8oad 18 18%
9riend/8e+a#ive 25 25%
Total 100 100%
Interpretation:
$ost important media by /ic consumers come to ,no/ about !i,es are television
and Ge/s )apers /it 22L and 11L respectively. 'ey are most e&&ective source to
advertise and promote ne/ and eAistin# models o& bi,es &or Hero Honda and oter
!i,e $anu&acturer.
&ue: 6
/bjecti%e: 'o a/are about te time /ic customer uses to purcase !i,e.
Ti"e No. of Respondents %
$n 9es#iva+ 18 18%
0e# 2ro1o#ion 11 11%
Bike 8e:uired 41 41%
$n Bir#%da; 6 6%
<%en ;ou s#ar# jo6 16 16%
<%en ;ou 7o 1arried 8 8%
Total 100 100%
Interpretation:
$ost peoples purcase bi,es /en tey ave needed to purcase !i,e. $any
people purcase bi,es /en tey start 7ob :16L< or #et promotion in 7ob :11L<. =n
&estival also many consumer purcase bi,es to ta,e advanta#es o& promotional
o&&ers.
&ue: <
/bjecti%e: 'o ,no/ tat /o a&&ects te most /ile ta,in# te purcase decision.
Detail No of Respondents Percentage
9a1i+; e16er 30 30%
9riends 25 25%
8e+a#ives 15 15%
S%o. 8oo1/ )ea+er 10 10%
2as# =sers 20 20%
Total 100 100%
Interpretation:
In purcasin# decisions many peoples ta,e part especially in te cases o& costly and
durable product li,e !i,e. $any people a&&ect te consumersJ decision o& purcase.
In tose &amily members :36L<. &riends :25L<. )ast ?sers :26L<. Dealers :16L<.
and relatives :15L< a&&ect te consumersJ decision.
&ue: =
/bjecti%e: 'o a/are about te e&&ect o& promotional sceme on consumer.
Affect #$ %ncenti&es No. of Respondents Percentage
&es 85 85%
'o 15 15%
Total 100 100%

Interpretation:
%s per above cart. consumers are purcases bi,es /en tey #et promotion
incentives &or purcasin# !i,es. 55L o& consumers a&&ect by te promotional
scemes and incentives and purcase bi,e /en tey #et more incentives. 15L o&
consumers are not /ait &or incentive sceme and ma,e purcase o& !i,e /itout any
incentive eApectation.
&ue: >
/bjecti%e: 'o a/are about te purcasin# criteria &or purcasin# Hero Honda !i,e.
(ri#eria 'o- o> 8es/onden#s 2er"en#a7e
2ri"es 14 14%
5vera7e 23 23%
2i"ku/ 18 18%
)esi7n 9 9%
(o1/an; i1a7e 17 17%
ain#enan"e 12 12%
(( o> !n7ine 7 7%
Total 100 100%
Interpretation:
Wile purcasin# bi,e. consumers considers a number o& criteriaJs suc as price.
avera#e. company ima#e. maintenance cost. etc. %vera#e is most important criteria
&or purcase bi,e /it 23L. a&ter tat comes company ima#e :17L<. )ic, up :15L<
and price :14L<.
&ue: 18
/bjecti%e: 'o ,no/ te reason &or purcasin# Hero Honda !i,e.
8easons 'o- o> 8es/onden#s 2er"en#a7e
0ood +ooks/ s#;+is% 13 13%
8easona6+e /ri"e 26 26%
Lo. 1ain#enan"e
"os# 11 11%
9ue+ e>>i"ien"; 19 19%
5u#o S#ar# 15 15%
!n7ine "a/a"i#; 9 9%
2i"k u/ 7 7%
Total 100 100%
Interpretation:
%s above mentioned consumer loo,s &or many tin#s be&ore purcasin# !i,e. 26L
o& consumer loo,s &or reasonable price bi,e. /ile 11L o& consumer loo,s &or &uel
e&&icient bi,e. 15L /ant %uto start bi,e and >3L /ant stylis bi,e. 11L ave lo/
maintenance cost is important /ereas 1L so/s en#ine capacity and
7L so/s pic, up o& !i,e.
&ue: 11
/bjecti%e: 'o a/are purcase pattern o& consumer o& ero Honda !i,es.
Detail No. of Respondents Percentage
(as% Basis 54 54%
Loan >ro1 Bank 26 26%
Loan >ro1 >inan"ia+ ?ns#i#u#e 15 15%
(or/ora#e Bu;in7 5 5%
Total 100 100%

Interpretation:
)urcase pattern is important &actor &or bi,e dealers as many people /ants purcase
bi,e /it cas /ereas many purcase /it loan &rom ban, or &inancial institute and
ta,e advanta#e o& installment payment. Here more respondents /ant to purcase
/it cas :54L<.
&ue: 12
/bjecti%e: 'o ,no/ te location &rom /ic consumer purcase Hero Honda !i,es.
S'o( Roo"s No. of Bi)e P*rc'ased Percentage
S%ivani o#ors 24 24%
)%ru5u#o 47 47%
Sidd%i 5u#o 29 29%
Total 100 100%
Interpretation:
Consumer purcase &rom te location /ic is more bene&ited to im suc as near to
ouse or more -uality a&ter sales provides. 47L o& Hero Honda !i,e consumer o&
*urat City purcases bi,es &rom te Dru%uto /ereas 21L &rom *iddi %uto and
24L &rom *ivani motors.
&ue: 13
/bjecti%e: 'o a/are about te purpose o& !i,e purcased by te consumer o& Hero
Honda.
Detail No. of Respondents Percentrage
0oin7 .i#% 9a1i+; 24 16-78%
0oin7 #o (o++e7e 17 11-89%
Trave+in7 >or >ie+d .ork 47 32-87%
(o11uni#; .ork 55 38-46%
Total 1!+ 100.00%
Interpretation:
!i,es are use&ul &or many purposes suc as &or #o to o&&ice. colle#e and oter
places. Hero Honda purcaser use bi,es most &re-uently &or community /or, :35L<
and o&&ice use :32L<. Consumer purcase bi,e &or colle#e #oin# use is
17L.
Fin(in)*+
1. %bout 22L. 11L. 25L. @espondents are come to ,no/ about te Hero Honda
&rom 'elevision. Ge/s )aper and (riendD@elatives.
2. 'e Criteria o& *elect te Hero Honda $otorcycle te $ost o& te *ervice man
'rade sop =/ner and !usiness man te #ive te importance o& te %vera#e
)ic, up and )rice and also maintenance consideration.
3. %bout 25L. 36L. 12L. respondents /ill purcase splendor. )assion and C!O
respectively produced by te Hero Honda Company.
4. %bout 66L. respondents /ill )urcase a !a7a7 $otorcycle. 15L respondents /ill
purcase a *u3u,i D 'E* $otorcycle and 11L respondents /ill )urcase oter
!i,es i& tey /onJt purcase Hero Honda.
5. $ost o& @espondents )urcase a $otorcycle on bi,e re-uired and &estival and
students pre&erred it to buy /en tey start 0ob.
S&))estions
1. Hero Honda co. is su##ested to ma,e improvement in teir veicle considerin#
te C.C. and $aintenance cost occur a&ter sales.
2. Company and dealer are su##ested to concentrate on advertisin# print $edia li,e
Hoardin#. $a#a3ines. and advertin# !anner. *o it can elp bot tem to
increases teir sales.
3. Go. o& Competitors entered in te mar,et so Consumers are si&tin# to/ards
oters. *o. company is su##ested to more concentrate on consumer by creatin#
more dealers in city. Dealers are advise to provide better -uality a&ter sales
service to retain consumer and &or mout publicity.
4. 'e company sould come out /it its o/n &inancial company and provide
attractive &inance li,e Ko/ do/n payment. lo/ rate o& interest to attract
customers.
Con,l&sion
%&ter te completin# my researc on te topic o& H'e researc o& consumer
)erception %bout purcasin# Hero Honda !i,eI it concluder tat Customer
satis&action is te one ma7or part o& te buyin# beaviour consumer needs arise time
to time and its can#es time to time.
Company as to !uild stron# brand a/areness and credibility amon# its customers.
It is #ood &or Hero Honda tat ma7orities o& people are a/are about its brand tat
Hero Honda as earned enou# to ,eep conditions contact /it customer mar,et
and to constantly carry out @ C D in production o& t/o /eeler and mar,etin# te
same to te di&&erent destination. 'ey try to produces suc veicles tat attract te
customer.

Hero Honda-Consumer Perception

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Hero Honda-Consumer Perception

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Consumer Perception About Hero Honda Bikes

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