FIELD STUDY REPORT

On
“A Study on Consumer Buying Behaviour
towards Hero Motocorp Bikes in Lucknow”

Towards partial fulfillment of

Bachelor of Business Administration (BBA)
School of Management, Babu Banarasi Das University, Lucknow

Submitted by
Abhishek Singh
BBA 3rd Semester
Roll No- 1170671018

Session 2018-2019

School of Management

Babu Banarasi Das University

Lucknow
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 Declaration

I hereby declare that the field work entitled of “A STUDY ON

CONSUMER BUYING BEHAVIOUR TOWARDS HERO
MOTOCORP BIKES IN LUCKNOW” submitted to the BABU
BANARASI DAS UNIVERSITY, is a record of an original work done by
me under the guidance of Dr. Vimal Chandra Verma (College Guide) and
this field work is submitted in the partial fulfillment of Bachelor in Business
Administration.

Abhishek Singh

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 ACKNOWLEDGEMENT

No project report ever reflects the efforts of a single individual. The report owes its
existence to the constant support and guidance of a number of people. I am grateful to all
of them.

I would like to thank all the respondents for giving their valuable time and providing
useful insight into finer aspects of retailing and the latest trends.

I am also grateful to all those who have either directly or indirectly contributed towards
the completion of the project, for their support and encouragement.

Abhishek Singh

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 PREFACE

I have put my sincere efforts to accomplish my objectives within the stipulated time.

Despite all limitations, obstructs, hurdles and hindrances, I have toiled and worked to my

optimum potential to achieve desired goals. I am presenting this hand carved effort. I

tried my level best to conduct a research to gain a thorough knowledge about the project

on topic, “A STUDY ON CONSUMER BUYING BEHAVIOUR TOWARDS HERO

MOTOCORP BIKES IN LUCKNOW”. I put the best of my efforts and have also tried

to be justice with available. If anywhere something is found unacceptable or unnecessary

to the theme; you are welcomed with your valuable suggestions.

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 TABLE OF CONTENT
SR.NO. INDEX PG.NO.

6
1. INTRODUCTION

9
2. COMPANY OVERVIEW

3. OBJECTIVES OF THE STUDY 11

12
4. DATA ANALYSIS &
INTERPRETATION
19
5. FINDINGS

20
6. SUGGESTION &
RECOMMENDATIONS
CONCLUSION 21
7.

22
8. BIBLIOGRAPHY

23
9. QUESTIONNAIRE

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 INTRODUCTION

Consumer behavior refers to the mental and emotional process and the observable

behavior of consumers during searching, purchasing and post consumption of a product

or service.

Consumer behavior involves study of how people buy, what they buy, when they buy and

why they buy. It blends the elements from psychology, sociology, sociopsychology,

anthropology and economics. It also tries to assess the influence on the consumer from

groups such as family, friends, reference groups and society in general.

Buyer behavior has two aspects: the final purchase activity visible to any observer and

the detailed or short decision process that may involve the interplay of a number of

complex variables not visible to anyone.

What influences consumers to purchase products or services? The consumer buying

process is a complex matter as many internal and external factors have an impact on the

buying decisions of the consumer.

When purchasing a product there several processes, which consumers go through. These

will be discussed below.

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Purchase decision

Through the evaluation process discussed above consumers will reach their final

purchase decision and they reach the final process of going through the purchase action

e.g. The process of going to the shop to buy the product, which for some consumers can

be as just as rewarding as actually purchasing the product. Purchase of the product can

either be through the store, the web, or over the phone.

Post Purchase Behavior

Ever have doubts about the product after you purchased it? This simply is post purchase

behavior and research shows that it is a common trait amongst purchasers of products.

Manufacturers of products clearly want recent consumers to feel proud of their purchase,

it is therefore just as important for manufacturers to advertise for the sake of their recent

purchaser so consumers feel comfortable that they own a product from a strong and

reputable organization. This limits post purchase behavior. i.e. You feel reassured that

you own the latest advertised product.

Factors influencing the behavior of buyers.

Consumer behavior is affected by many uncontrollable factors. Just think, what

influences you before you buy a product or service? Your friends, your upbringing, your

culture, the media, a role model or influences from certain groups?

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Culture is one factor that influences behavior. Simply culture is defined as our attitudes

and beliefs. But how are these attitudes and beliefs developed? As an individual growing

up, a child is influenced by their parents, brothers, sister and other family member who

may teach them what is wrong or right. They learn about their religion and culture, which

helps them develop these opinions, attitudes and beliefs (AIO) . These factors will

influence their purchase behavior however other factors like groups of friends, or people

they look up to may influence their choices of purchasing a particular product or service.

Reference groups are particular groups of people some people may look up towards to

that have an impact on consumer behavior. So they can be simply a band like the Spice

Girls or your immediate family members. Opinion leaders are those people that you look

up to because your respect their views and judgments and these views may influence

consumer decisions. So it maybe a friend who works with the IT trade who may influence

your decision on what computer to buy. The economical environment also has an impact

on consumer behavior; do consumers have a secure job and a regular income to spend on

goods? Marketing and advertising obviously influence consumers in trying to evoke them

to purchase a particular product or service.

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 Company Profile

Hero MotoCorp Ltd. (Formerly Hero Motors Ltd.) is the world's largest manufacturer of
two - wheelers, based in India.

In 2001, the company achieved the coveted position of being the largest two-wheeler
manufacturing company in India and also, the 'World No.1' two-wheeler company in
terms of unit volume sales in a calendar year. Hero MotoCorp Ltd. continues to maintain
this position till date.

Vision

The story of Hero began with a simple vision - the vision of a mobile and an empowered
India, powered by its bikes. Hero MotoCorp Ltd., company's new identity, reflects its
commitment towards providing world class mobility solutions with renewed focus on
expanding company's footprint in the global arena.

Mission

Hero MotoCorp's mission is to become a global enterprise fulfilling its customers' needs
and aspirations for mobility, setting benchmarks in technology, styling and quality so that
it converts its customers into its brand advocates. The company will provide an engaging
environment for its people to perform to their true potential. It will continue its focus on
value creation and enduring relationships with its partners.

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 Hero MotoCorp Ltd

Type Public company

BSE: 500182
Traded as NSE: HEROMOTOCO
BSE SENSEX Constituent
Industry Automotive
Founded 19 January 1984 (Gurgaon)
Founder(s) Brijmohan Lall Munjal
Headquarters New Delhi, India
Brijmohan Lall Munjal (Chairman)
Key people
Pawan Munjal (MD & CEO)

Products Motorcycles, scooters, three-wheeler vehicles and spare parts

Revenue 19,669.290 crore (US$3.92 billion)

Operating income 2,597.07 crore (US$518.12 million) (FY 2010-2011)

Net income 1,927.90 crore (US$384.62 million) (FY 2010-2011)

Parent Hero Group

Website www.heromotocorp.com

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 OBJECTIVES OF THE STUDY

 To study consumer buying behavior towards Hero Motocrop Bikes.

 To study the market position of hero motocorp bike in Lucknow.

 To study factors which affect consumer behavior for purchase of two wheeler

bike.

 To study customer satisfaction towards Hero bike in Lucknow.

 To study whether the customer is interested to purchase bikes in Hero MotoCorp

Ltd. (Formerly Hero Honda Motors Ltd.)or not.

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 DATA ANALYSIS & INTERPRETATION
Que: 1
Objective: To Know Future Purchaser of Hero Motorcycles.

Detail No. of Respondents Percentage

Yes 65 65%
No 45 45%
Total 100 100%

Percentage of Consumers Who want

to purchase Hero Bikes.

45%
65%

Yes No

Interpretation:
65% of respondents want to purchase Hero Bikes in future. It means Hero has a
good future aspects and can sell more bikes than competitors mainly Bajaj. 45%
of respondents don’t want to Hero Bikes, and they prefer other bikes. Hero can
attract those customers by providing them other benefits.

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Que: 2
Objective: To know the media by which consumer come to know about bikes.
Media Preferred by Respondents
Media No. of Respondents %
News Paper 19 19%
Hoarding 6 6%
Magazine 3 3%
Television 22 22%
Showroom Banner 7 7%
On Road 18 18%
Friend/Relative 25 25%
Total 100 100%

Percentage of Media By which people come

to know about bikes

Friend/Relativ
e
News
25%
Paper
19% Hoarding
6%
Magazine
On Road 3%
18% Television
22%

Showroom
Banner
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 and other Bike Manufacturer.

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Que:3
Objective: To aware about the time which customer uses to purchase Bike.

Time No. of Respondents %

On Festival 18 18%
Get Promotion 11 11%
Bike Required 41 41%
On Birthday 6 6%
When you start job 16 16%
When you go married 8 8%
Total 100 100%

Time of Purchase

45% 41%
40%
35%
30%
25%
20% 18%
16%
15% 11%
10% 8%
6%
5%
0%
On Festival Get Bike Required On Birthday When you When you go
Promotion start job married
Time

Interpretation:
Most peoples 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.

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Que: 4
Objective: To know that who affects the most while taking the purchase
decision.

Detail No of Respondents Percentage

Family Member 30 30%
Friends 25 25%
Relatives 15 15%
Show Room/ Dealer 10 10%
Past Users 20 20%
Total 100 100%

Peoples who affect the consumer while

purchasing Bike

Past Users,
20% Family
Show Room/ Member, 30%
Dealer, 10%

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.

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Que: 5
Objective: To aware about the effect of promotional scheme on consumer.

Affect by Incentives No. of Respondents Percentage

Yes 85 85%
No 15 15%
Total 100 100%

Percentage of consumer Affect by

Promotinal Schemes

No
15%

Yes
85%

Interpretation:
As per above chart, consumers are purchases bikes when they get promotion
incentives for purchasing Bikes. 85% of consumers affect by the promotional
schemes and incentives and purchase bike when they get more incentives. 15%
of consumers are not wait for incentive scheme and make purchase of Bike
without any incentive expectation.

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Que: 6
Objective: To aware about the purchasing criteria for purchasing Hero Bike.
Criteria No. of Respondents Percentage
Prices 14 14%
Average 23 23%
Pickup 18 18%
Design 9 9%
Company image 17 17%
Maintenance 12 12%
CC of Engine 7 7%
Total 100 100%

Percentage of criteria which is considered

by consumer while purchse of bike

25% 23%

20% 18% 17%

14%
15% 12%
9%
10% 7%
5%
0%

Criterias

Interpretation:
While purchasing bike, consumers considers a number of criteria’s such as price,
average, company image, maintenance cost, etc. Average is most important
criteria for purchase bike with 23%, after that comes company image (17%), Pick
up (18%) and price (14%).

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Que: 7
Objective: To know the reason for purchasing Hero Bike.
Reasons No. of Respondents Percentage
Good looks/ stylish 13 13%
Reasonable price 26 26%
Low maintenance
cost 11 11%
Fuel efficiency 19 19%
Auto Start 15 15%
Engine capacity 9 9%
Pick up 7 7%
Total 100 100%

Consumers Reasons for selecting particular

PickHero
up Bike
Engine capacity 7% Good looks/
9% stylish
13%

Auto Start
15% Reasonable
price
26%

Low
maintenance
Fuel efficiency cost
19% 11%

Interpretation:
As above mentioned consumer looks for many things before purchasing Bike.
26% of consumer looks for reasonable price bike, while 19% of consumer looks
for fuel efficient bike. 15% want Auto start bike and! 3% want stylish bike. 11%
have low maintenance cost is important whereas 9% shows engine capacity and
7% shows pick up of Bike.

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 Findings
The old prophecy that once a customer is a customer has become a myth in the present

day competitive world. Brand image is no longer works a magic with the consumer. So to

hold the customer to the brand and attract new consumers the company must produce

products that are efficient and competent along with its marketing activities that help in

sales of the product.

After analyzing the response of the consumer interviewing through questionnaire and

observation the following were found in the study.

1. Hero motor cycles were the market leader in the Two Wheeler segment.

But they are losing their grip in the market. Even the 48% Hero customers

said that if they get a second chance they would prefer Bajaj.

2. The Brand Name of Hero is still there in the market and in the minds of

the customer.

3. There are only a few women Hero customers and they own Hero Pleasure.

4. Now days the main Hero customers are students between 18-25 years of

age and they like the bike because of its mileage.

5. Advertisements of Hero bikes are very effective. Introduction of Hrithik

Roshan helps Hero a lot.

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 CONCLUSION
Hero is one of leading two wheeler producer in the world and a major player in the Indian

Market. They were the producer of largest selling motor cycle of the world that is Hero

Splendor it has its own importance still in the market. But from the past two or three

years Hero suffered a slight loss in its market share and Bajaj became a big competitor to

Hero. The introduction of Bajaj Pulsar is one of the biggest threats to Hero.Hero is one of

the leading two wheeler producer in the globe. It holds an important place in the minds of

consumer by providing efficient service and better products. Product efficiency and

innovations are the method they live up today. Their engineering is comprehensive.

Consumer perception towards Hero motorcycles is 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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 RECOMMENDATIONS

1. Most of the customers are of the view that the price tag of HERO bikes as

compared to other similar bikes is a bit higher. Hence the price of the bikes

especially the power range bikes like CD DELUXE, CBZ XTREME, and

KARIZMA could be reduced.

2. CD-Dawn, Splendor+ and Passion Plus, could be added with more power,

mileage and given with more colours.

3. The customers should be provided with enough information regarding

effective maintenance of the bike so that the consumers get the best from the

bike.

4. 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.

5. 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.

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 BIBLIOGRAPHY

WEBSITE:-

www.heromotocorp.com

www.scribd.com

www.projects4mba.com

www.docstoc.com

TEXTBOOKS REFERRED

Kotler Philip,Marketing Management, Pearson Education Inc. 11th Edition.

Consumer Behaviour – Building Marketing Strategy 9th Edition 2003, Tata McGraw Hill.

Stanton William J, Etzel Michael J, Walker Bruce J, Fundamentals of Marketing,

McGraw-Hill international, Singapore, 1998

MAGAZINES

Business Today

Business World

Business standard

Auto India

Overdrive

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Appendix

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 QUESTIONNAIRE

Name:____________________________________________
Address:
Gender:  Male  Female
Age: Phone no:

Education:

 Attended school  Std 12  Attended college

 Graduate  Post Graduate

Occupation:

 Student  Executive  Industrialist

 House wife  Business men  Service
 Professional  Trade shop own  other

1) Which two wheeler motor cycle company you aware that presently available in
the
Market?

a) b) c)
d) e) f)

2) Will you /Do you want to purchase any HERO Bike?

 Yes
 No

3) Have you planed to purchase any other Bike?

 Yes
Please Mentioned Company name

 No then planning for four wheeler

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4) How did you come to know about this HERO Bike?

 News paper  Hoarding  Magazine

 Advertising  Television  Showroom
banner
 On road  Friend/Relative

5) On which specific occasion did you purchase HERO two-wheeler Bike?

On festival  Get promotion  Bike required

 On birthday  When you start job  when you go married

6) Who promotes you to purchase this HERO Bike?

 Family member  Relative

 Friend  For other

7) Do you considered any consumer incentive before purchasing HERO Bike?

 Yes  No

8) What important criteria you considered while purchasing the HERO Bike?
(Multi tick mark)

 Price  Average  Pick up

 Design  Company image  Maintenance
 CC of engine

9) Main reason for you to selecting this particular model?

(Rank any five in ascending order)

 Good looks/ stylish  Reasonable price

 Low maintenance cost  Auto Start
 Fuel efficiency  Engine capacity
 Pick up

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