Professional Documents
Culture Documents
REFERENCE TO DHARMAPURI
CHAPTER - I
choose a particular brand in presence of competing brands, but will accept substitutes
if that brand is not available. Brand Loyalty refers to the extent of the faithfulness of
and higher expectations than ever before. To move consumers from trial to
appear in literature.
competitors.
In its totality, a brand can be described as a trademark that communicates a
promise (Phillips, 1988). This promise involves a set of symbolic and functional
attributes that the market place associates with the brand. Symbolic attributes are
those that fulfill internally generated needs for self-enhancement, role position, group
Brand Awareness
Brand awareness refers to customers' ability to recall and recognize the brand
under different conditions and link to the brand name, logo, and jingles and so on to
choose a particular brand in presence of competing brands, but will accept substitutes
if that brand is not available. Brand Loyalty refers to the extent of the faithfulness of
Brand Preference
choose a particular brand in presence of competing brands, but will accept substitutes
if that brand is not available. Brand Loyalty refers to the extent of the faithfulness of
physical activities and decision-making processes that occur in the process of search,
vast areas of human activities that have direct interface with technology.
Culture
Culture encompasses the values, arts, customs and skills of people in a given
society. Cultural trends reflect the social values of the population and, as such, have
and other aspects of marketing strategy. Social class categories can be identified by
income, education level and occupation. The relationship between social class and
planning.
Buying Decisions
process. The buying situation can vary from one of routine-response behaviors to
limited problem solving to extensive problem solving. Buying is not a single act but a
multi-component decision on the need class, generic class, product class, product
form, brand, vendor, quantity, timing and method of payment. The buyer goes
of the buyer, product, seller and selling situation interact to influence the buying
outcome.
NEED OF THE STUDY
In todays competitive world, the most successful companies are those, which stay
close to the customers. It is important to know your customers, their needs and what
they expect from companies. The need of this project arises from the decision of Hero
motors. Ltd to undertake and exercise to interact with its customers, in commitment
to its policy of understanding and satisfying the requirements of its in customers most
effective way. The company conducts these exercises on regular basis. Hero motors is
one in the leading company that customers approach and satisfying their needs.
STATEMENT OF PROBLEM
motors, the study was conducted in Dharmapuri to know consumer behavior towards
different types of hero motors. So that it would help to differentiate Hero motors to
2. To study the various factor influencing the selection of particular brand of Hero.
4. To study the customer view on Hero motors and the impact of the
communication medium.
the study that guides the collection and analysis of data. Research is the scientific
way to solve the problems and its increasingly used to improve market potential.
This involves exploring the possible methods, one by one, and arriving at the best
RESEARCH DESIGN
which source by what procedure it is also the blue print of the research process.
DESCRIPTIVE RESEARCH
Descriptive research design was used in this study. It includes survey and
SOURCE OF DATA
A well set of questions were prepared for the interview schedule. The
interview schedule was the main source of data, i.e. primary data & secondary
data. A simple random sampling conducted based on the information received; the
The sampling method is simple random sampling. Simple random sampling refers
organization.
Collected data were tabulated for this study. Statistical tool used for
analysis is percentage method, Chi Square and Anova were used to clear the
survey.
PERCENTAGE ANALYSIS
obtained results with those expected theoretically and based on hypothesis that
change.
CHI-Square = (Oi-Ei) / Ei
The study on the components will help the company for framing
was kept as wide as possible. The study also revealed new innovative
1. The duration of the project was one of the primary constraints for the
project.
1. This study is confined only among the Bajaj Two wheelers customers.
2. It was an academic effort and limited to cost, time and geographical area.
REVIEW OF LITERATURE
behavior reveals the role and importance of opinion leaders and the susceptibility
marketing domain concur with the literature on the reference group influence
groups' norms. Reference groups in all had been found to have profound influence
on consumers' decision making. This influence is different for several sub cultures
and situations. Consumers may accept a reference group influence because of its
recognize brands by building favorable attitude towards them and through the
personality, image, reputation and trust which influence consumer perceptions and
temporal association with brands are critically examined in the study. The study
revealed that higher brand relevance and trust build strong the association of
Building loyalty with key customers had become a core marketing objective
practice the satisfaction level of the consumers goes high up to the level of
successful. The proposed study will focus on the issues related with customer
management through customer loyalty and suggest the measures to minimize the
titled,
behind. The objective of the study was to assess the level of brand awareness and
and institutional consumers were selected using judgmental and simple random
sampling respectively. Primary data was collected using structured interview
awareness indices, cluster analysis and factor analysis were the main tools used in
the analysis. The findings of the study showed that 52% of the respondent
consumers were aware of ARDA dairy brands despite having come across few
two basic explanations of the pioneering advantage had been offered. Early work
had also been suggested. The authors proposed a mediated-effects model of the
pioneering advantage and test the model in two separate longitudinal studies. Both
The authors found that experience order and pioneer-status have additive
experienced brands are more favorable, suggesting that both explanations are
operative. The authors also provide evidence that the effects of pioneer status on
Brand Preference are mediated by attitude toward the brand and company
mediated by attitude toward the brand and attribute recall. These data support the
notion that the effect of pioneer status on Brand Preference was the result of both
India is the second largest producer and manufacturer of two-wheelers in the world. Indian
two-wheeler industry has got spectacular growth in the last few years. Indian two-wheeler
industry had a small beginning in the early 50's. The Automobile Products of India (API) started
Bikes are a major segment of Indian two wheeler industry, the other two being scooters and
mopeds. Indian companies are among the largest two-wheeler manufacturers in the world. Hero
Honda and Bajaj Auto are two of the Indian companies that top the list of world companies
manufacturing two-wheelers.
The two-wheeler market was opened to foreign companies in the mid 1980s. The openness
of Indian market to foreign companies lead to the arrival of new models of two-wheelers into
India. Easy availability of loans from the banks, relatively low rate of interest and the discount of
prices offered by the dealers and manufacturers lead to the increasing demand for two-wheeler
vehicles in India. This lead to the strong growth of Indian automobile industry.
Kinetic Honda was introduced in the Indian market during the mid 80s. The main feature
of Kinetic Honda is its ease of use. This helped the youngsters and the women to buy scooters.
After facing its worst recession during the early 1990s, the two-wheeler industry bounced
back with a 25% increase in volume sales in February 1995. The scooters are considered as
family vehicles. There are many two-wheeler manufacturers in India. Major players in the 2-
wheeler industry are Hero Honda Motors Ltd (HHML), Bajaj Auto Ltd (Bajaj Auto) and TVS
The other key players in the two-wheeler industry are Kinetic Motor Company Ltd
(KMCL), Kinetic Engineering Ltd (KEL), LML Ltd (LML), Yamaha Motors India Ltd
(Yamaha), Majestic Auto Ltd (Majestic Auto), Royal Enfield Ltd (REL) and Honda Motorcycle
There are mainly three types of two-wheelers available in India. They are Motorcycles,
Scooters in India:
The scooter and the scooterette share in the Indian two wheeler market is 13.4%. The
main models available in India are Bajaj Chetak, Honda Eterno, Kinetic Blaze, LML NV SPL
HISTORY OF COMPANY
India has the largest number of two wheelers in the world with 41.6 million vehicles. India
has a mix of 30 percent automobiles and 70 percent two wheeler in the country. India was the
second largest two wheeler manufacturer in the world starting in the1950s with the birth of
Automobile products of India (API) that manufactured scooters. API manufactured the
lambrettas but, another company, Baja Auto Ltd. Surpassed API and remained through the turn
of the century from its association with piaggio of Italy (manufactured of vespa)
The license raj that existed between the 1940s and 1980s in India. Did not allow foreign
companies to enter the market and imports were tightly controlled. Customers in India were
forced to wait 12 years to buy a scooter from Bajaj. The CEO of Bajaj commented that he did not
need a marketing department, only a dispatch department.
In the mid-1980s, the Indian government regulation changed and permitted foreign
companies to enter the Indian market through minority joint ventures. The two wheeler market
changed with four indo-Japanese joint ventures: Hero Honda, TVS Suzuki, Bajaj Kawasaki and
Kinetic Honda. The entry of these foreign companies changed the Indian market dynamics from
the supply demand side. With a larger selection of two-wheelers on the Indian market, consumer
started to gain influence over the products they bought and raised higher customer expectations.
The industry produced more models, styling options, price, and different fuel efficiencies. The
foreign companies new technologies helped make the products more reliable and with better
quality. Indian companies had to change to keep up with their global. During the 80s, Hero
Honda became the first company in India to prove that it was possible to drive a vehicle without
polluting the roads. The company introduced new generation motorcycles that set industry
benchmarks for fuel thrift and low emission. A legendary 'Fill it - Shut it - Forget it' campaign
captured the imagination of commuters across India, and Hero Honda sold millions of bikes
purely on the commitment of increased mileage.
Hero Honda has consistently grown at double digits since inception; and today, every
second motorcycle sold in the country is a Hero Honda. Every 30 seconds, someone in India
buys Hero Honda's top -selling motorcycle - Splendor. This festive season, the company sold half
a million two wheelers in a single month-a feat unparalleled in global automotive history.
Hero Honda values its relationship with customers. Its unique CRM initiative - Hero Honda
Passport Program, one of the largest programs of this kind in the world, has over 3 million
members on its roster.
The program has not only helped Hero Honda understand its customers and deliver value at
different price points, but has also created a loyal community of brand ambassadors.
The Indian two wheeler industries has seen a paradigm shift from being a regime of
regulation and tight control in the 1980s to a more liberalized and a competitive present day era.
After missing out on the initial boom in two wheeler segment during the period of 1993-1996,
Hero Honda has emerged as a world leader.
The gap between motorcycles sold by Hero Honda and its closest rival is approximately 1 m
units (23% of industry size). One of the reasons for the tremendous performance of Hero Honda
is the significant increase of share of motorcycles in the two-wheeler segment, from 42% in
FY99 to 77% in FY04. No doubt, that the shift in preference of Indian populace from scooters
and mopeds towards motorcycles has facilitated the growth of Hero Honda. However its
performance vis--vis industry indicates that the performance of Hero Honda was better than the
industry peers, barring two years. In the seven-year period ending FY04, it has achieved a CAGR
of 30% in two-wheeler volumes against 11% of the industry.