Final copy 1

A RESEARCH REPORT ON CONSUMER BUYING BEHAVIOUR OF HERO

MOTOCORP TWO WHEELERS

A PROJECT REPORT Submitted by

VISHAL CHAPANERIA & NARESH GULWANI

[2011-13]

[11013 & 11026]

To

Director (PGDM)

In partial fulfillment of the requirements of

Tolani Institute of Management Studies, Adipur

for the award of the degree of

Post Graduate Diploma in Management

Tolani Institute of Management Studies

PB No.11, Lilashah Kutiya Road, Adipur – 370 205 (Kachchh).

Ph: (02836) 261466, 262187 Email: [email protected], www.tolani.org/tims

JUNE 2012


AKNOWLEDGEMENT

I owe a great many thanks to a great many people who helped and supported me

during the preparation of this project.

I am highly indebted to Manager of Quality Hero Motocorp Mr. MALAM

SINGH for their guidance and constant supervision as well as for providing necessary

information regarding the project & also for their support in completing the project.

I would like to express my special gratitude and thanks to Quality Hero

Motocorp (Gandhidham) employees for giving me such attention and time.

I express my thanks to the Director of, Tolani Institute of Management

Studies, for extending his support.

We are deeply indebted to our supervisor Prof. P.S.Ganguly whose help,

stimulating suggestions, knowledge, experience and encouragement helped us in all

the times of study and analysis of the project in the pre and post research period. We

are also grateful to Dr. Bavesh Vanparia who taught us SPSS Software which

helped to a great extent in the project.

Finally, yet importantly, I would like to express my heart full thanks to my

beloved parents for their blessings, my friends/classmates for their help and wishes

for the successful completion of this project.


EXECUTIVE SUMMARY

The present is the era of customers. Customers are more knowledgeable than ever

before & because the customer is more knowledgeable companies must be faster,

more agile and more creative than few years ago. So companies should strive to

enhance customer satisfaction through knowing their expectations regarding products.

It can be concluded on the basis that market research must be used to find out whether

customer’s expectation are being met by current products or services.

Consumer perception is based on the images consumers have of the organization and

its products, this can be based; on value for money, product quality , fashion and

products reliability. This is anticipating future trends and forecasting for future sales.

This is vital to any organization if they wish to keep their entire current market share

and develop more. Generating income or profit principle clearly states that the need of

the organization is to be profitable enough to generate income or growth and

satisfying the customer is a big part of a company plans they also need to take into

account their own needs.

For making satisfactory progress an organization need to make sure that their product

is developing along with the market, if a product is developing well, then income

should increase, if not then the marketing strategy should be revised. An organization

should always know what is happening within their designated market, if it is

changing, saturation, technological advances, slowing down or rapidly growing, being

up to date on this is essential for companies to survive.


Table of ContentsAKNOWLEDGEMENT...........................................................................................................2

EXECUTIVE SUMMARY......................................................................................................3

INTRODUCTION........................................................................................................................5

Introduction of project..........................................................................................................6

1. Problem/need recognition.............................................................................................7

2. Information search........................................................................................................7

3. Evaluation of different purchase options.......................................................................7

4. Purchase decision..........................................................................................................8

5. Post Purchase Behaviour...............................................................................................8

Literature review.................................................................................................................10

Introduction of company.....................................................................................................18

OBJECTIVES OF PROJECT.................................................................................................23

METHODOLOGY.................................................................................................................24

Type of Research:...............................................................................................................24

Research Design:................................................................................................................24

Sampling Frame:.................................................................................................................25

Sampling Design:...............................................................................................................25

FINDINGS.............................................................................................................................26

LIMITATIONS......................................................................................................................47

CONCLUSION......................................................................................................................48

RECOMMENDATION..........................................................................................................49

APPENDIX............................................................................................................................50

BIBLIOGRAPHY..................................................................................................................55


LIST OF TABLESR.NO TITLE OF TABLE PAGE NO.

1. Literature Review2. Introduction to Company3. Q) Do you have own bike?4. Q) Which company bike do you have at

present?5. Q) Who is decision maker for purchasing

bike in your family?6. Q) How do you purchase Bike?7. Q) What features you considers when you

purchase bike please tick mark.8. Q) Rate the following attribute of Show

room.9. Q) Rate the following schemes that attract

you most.10. Q) Rate the following feature when you have

to purchase Hero Bike.11. Test no. 1 Descriptive12. Test of Homogeneity of Variance13. Test no. 1 ANOVA14. Test no. 2 Group Statistics15. Independent Samples Test16. Test No. 3 Descriptive17. Test No. 3. Test of Homogeneity of Variance18. Test No. 3 ANOVA19. Test No. 4 Descriptive20. Test No. 4 Test of Homogeneity of Variance21. Test No. 4 ANOVA


LIST OF CHARTSR.NO TITLE OF CHART PAGE NO.1 Buying Behaviour Process2 Buying Behaviour Model3 Research Design4 Q) Do you have own Bike?5 Q) Which Company bike do you have at Present?6 Q) Who is decision maker for purchasing bike in your

family?7 Q) How do you purchase Bike?8 Q) What features you considers when you purchase bike

please tick mark.9 Q) Rate the following attribute of Show room.10 Q) Rate the following schemes that attract you most.11 Q). Rate the following feature when you have to

purchase Hero Bike.


INTRODUCTION


Introduction of project

The job of marketer is to meet and satisfy target customers’ needs and wants but

“knowing customer" is not a simple task. Understanding the buying behaviour of the

target market for its company products is the essential task for the marketing dep’t.

The job of the marketers is to “think customer” and to guide the company into

developing offers, which are meaningful and attractive to target customers and

creating solutions that deliver satisfaction to the customers, profits to customer and

benefits to the stakeholders.

Marketers must study the customer taste, preferences, wants, shopping and buying

behaviour because such study provides the clues for developing the new products,

price, product changes, messages and other marketing mix elements. In understand

the concept of buying we have the some of the key questions. They are: -

Why does the market buying? Objective

Who does the market buying? Organization

What does the market buying? Objects

When does the market buying? Occasions

Where does the market buying? Outlets

How does the market buying? Operations


Chart no.1

1. Problem/need recognition

How do you decide which particular product or service to purchase? It could

be that your Blu-Ray DVD player stops working and you now have to look for

a new one. All those Blu-Ray DVD films you purchased you can no longer

play! So you have a problem or a new need. For high value items like a Blu-

Ray player or a car or other low frequency purchased products this is the

process we would take. However, for impulse low frequency purchases e.g.

chocolate the process is different.

2. Information search

So we have a problem, our Blu-Ray player no longer works and we need to

buy a new one. What is the solution? Yes go out and purchase a new one, but

which brand? Shall we buy the same brand as the one that blew up? Or stay

clear of that? Consumers often go on some form of information search to help

them through their purchase decision. Sources of information could be family,

friends, neighbours who may have the product you have in mind, alternatively

you may ask the sales people, or dealers, or read specialist magazines like

What DVD? To help with the purchase decision. You may even actually

examine the product before you decide to purchase it.

3. Evaluation of different purchase options.

So what Blu-Ray DVD player do we purchase? Shall it be Sony, Toshiba or

Bush? Consumers allocate factors to certain products, almost like a point

scoring system which they work out in their mind over which brand to

purchase. so for one customer, brand may be more important than price and

another, features and price are just as this means that consumers know what

features from the rivals will benefit them and they attach different degrees of

importance to each attribute. For example sound maybe better on the Sony

product and picture on the Toshiba, but picture clarity is more important to

you then sound. Consumers usually have some sort of brand preference with

companies as they may have had a good history with a particular brand or their

friends may have had a reliable history with one, but if the decision falls

between the Sony DVD or Toshiba then which one shall it be? It could be that


the review the consumer reads on the particular Toshiba product may have

tipped the balance and that they will purchase that brand.

4. 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. Purchase of the product can either be through the store, the

web, or over the phone.

5. Post Purchase Behaviour

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

purchase behaviour 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 and they want the customer to

purchase from them again. 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.


With help of this study we conclude that buying behaviour of consumer are change

according bto their age, income, gender, occupation etc. on the basis of that we

develop one model that is as under

Chart no.2


Buying behaviour model

Literature ReviewName of author Title of Paper Country Sample

size

Analysis tool findings

Vinod Kumar Bishnoi and Ruchi Sharma

THE IMPACT

OF TV

ADVERTISIN

G ON

BUYING

BEHAVIOR:

A

COMPARATI

VE STUDY

OF URBAN

AND RURAL

Teenagers

India 866

teenagers of

Haryana

(ANOVA),

questionnaire

Stephen L. Sondoh Jr.1, Maznah Wan Omar2, Nabsiah Abdul Wahid3Ishak Ismail3 and Amran Harun4

THE EFFECT

OF BRAND

IMAGE ON

OVERALL

SATISFACTI

ON AND

LOYALTY

INTENTION

IN THE

CONTEXT

OF COLOR

COSMETIC

97 females Questionnaire ,S

PSS V13;

regression

analysis

The results

also indicated

that overall

satisfaction

does influence

customers'

loyalty. The

results imply

that marketers

should focus

on brand

image benefits

in their

effort to

achieve

customer

loyalty


MINAKSHI THAMAN

CONSUMER

BEHAVIOUR

IN THE

PURCHASE

PROCESS OF

TELEVISION,

REFRIGERAT

OR AND

FOOD

PROCESSOR

WITH

SPECIAL

REFERENCE

TO INCOME

LEVEL

India 300

consumers

in Ludhiana

city

Questionnaire ,c

hi square test

It was inferred

from the study

that lower and

middle income

category

consumers

evaluated

products in

more

Utilitarian

terms such as

sturdiness

rather than

style or

fashion ability.

They were less

likely to

experiment

with new

products. In

contrast, upper

Category

consumer was

mainly

concerned

about

appearance

and body

image.


ESHA SHARMA SERVICE

BUYING

BEHAVIOR

IN BANKING

INDUSTRY:

A

COMPARATI

VE

ANALYSIS

OF PRIVATE

AND PUBLIC

SECTOR

BANKS

India 200 Questionnaire

Chi‐square

An analysis of

the marketing

initiatives in

the banking

industry

within this

paradigm has

shown the

importance of

long‐term

relationships

between the

customer and

the service

provider

because they

give banks

access

to information

about the

customer. This

information is

used as guide

in the

development

of strategies

for increasing

customer

satisfaction

DR. P. SARITHA SRINIVAS

CONSUMER

SATISFACTI

ON ON TWO

WHEELER

India 150 Questionnaire The consumer

decision to

purchase a

bike is based


MOTOR

BIKES:

on own

perception,

experience

and belief and

role of friends,

relatives and

family

members is

found to be

significant.

The brand

preference is

much

depending on

image,

mileage and

price. The

advertisement

in televisions,

newspapers,

magazines is

effective in

giving

information to

the

consumers

about the

vehicle and its

characteristics

DR. A. VALARMATHI, MRS. PRIYA KALYANASUNDARAM

A STUDY ON

CONSUMER

BEHAVIOUR

IN

India 300

respondents

in

Coimbatore

chi-square,

ANOVA,

Correlation

The outcomes

of research in

consumer

behaviour


SELECTING

CREDIT

CARDS

gave the

preference for

brand name

and loyalty for

selecting

credit cards.

N. VELMATHI, DR. R. GANESAN

CREDIT

MANAGEME

NT OF

INDIAN

COMMERCIA

L VEHICLE

INDUSTRY

India over 7000

companies

Secondary data,

one-way

ANOVA

As receivables

occupy a

dominant

position, The

study reveals

that all the

units in the

Indian

commercial

vehicle

industry is

very good in

management

of debtors. In

case of debtors

to sales ratio

of Tata Motors

Ltd and Ashok

Leyland Ltd.

are having

minimum

ratio, which

shows that

sound credit

management.

A. PUGHAZHENDI, DR. D.

A STUDY ON

IMPULSIVE

India 125

respondents

ANOVA,

Correlation,

The findings

of the study


SUDHARANI RAVINDRAN

BUYING

BEHAVIOUR

AND

SATISFACTI

ON

TOWARDS

RETAIL

OUTLET IN

BIG

BAZAAR

COIMBATOR

E

questionnaire states that

consumer

impulsive

buying

behavior and

consumer

satisfaction is

linked with

buying

Performance.

DR. NAVEEN KUMAR, DR. VIJAY KUMAR GANGAL

ADVERTISIN

G AND

CONSUMER

BUYING

BEHAVIOUR:

A STUDY

WITH

SPECIAL

REFERENCE

TO NESTLE

LTD

India 200 Weighted mean

and standard

deviations,

questionnaire

The study

clearly reveals

that the

advertisement

has its impact

on buying

behaviour of

consumers.

Therefore, it is

advisable to

companies to

emphasize

their

advertisement

campaign not

only to retain

their market

but to height it

also.


P. PRIALATHA, DR. K. MALAR MATHI

A STUDY ON

FACTORS

INFLUENCIN

G RURAL

CONSUMER

BUYING

BEHAVIOUR

TOWARDS

PERSONAL

CARE

PRODUCTS

IN

COIMBATOR

E DISTRICT

India 100

respondents

questionnaire The study

shows that

rural

consumers

give more

importance to

the ‘quality’ of

the personal

care brands

they buy.

Further the

variation of

the

influence of

different

factors across

gender,

marital status,

age group and

educational

level of

respondents

was also

analysed in

this article.

HINDOL ROY STUDY ON

THE

ENVIRONME

NTAL

CONCERNS

ON

CONSUMERS

PURCHASIN

G PATTERNS

India 320 people

in Kolkata

Exploratory Basically 5

reasons

constitute the

pillars

which drive

the

marketer/prod

ucer into green

marketing.


IN KOLKATA

CITY

They are

opportunities

of a

competitive

edge,

corporate

social

responsibility,

competitive

pressure,

Government

pressure and

cost and profit

issues.

SUBEER BANERJEE, DR. RICHA BANERJEE, DR. MANOJ PATWARDHAN

CELEBRITY

ENDORSEME

NT: DOES IT

MAKE ANY

IMPACT ON

CONSUMER

BUYING

BEHAVIOR?

India 215 reliability

analysis, item to

total

correlation,

exploratory

factor analysis,

regression

analysis and

anova

The test shows

that the

celebrity is

making impact

on the

behaviour of

the consumer

Table no.1


Introduction of company

Hero MotoCorp Ltd. (Formerly Hero Honda 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 Honda 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.

Strategy

Hero MotoCorp's key strategies are to build a robust product portfolio across

categories, explore growth opportunities globally, continuously improve its

operational efficiency, aggressively expand its reach to customers, continue to invest

in brand building activities and ensure customer and shareholder delight.


Hero MotoCorp was started in 1984 as Hero Honda Motors Ltd.

1956—Formation of Hero Cycles in Ludhiana(majestic auto limited)

1975—Hero Cycles becomes largest bicycle manufacturer in India.

1983—Joint Collaboration Agreement with Honda Motor Co. Ltd. Japan

signed Shareholders Agreement signed

1984—Hero Honda Motors Ltd. incorporated

1985—Hero Honda motorcycle CD 100 launched.

1989—Hero Honda motorcycle Sleek launched.

1991—Hero Honda motorcycle CD 100 SS launched.

1994 -- Hero Honda motorcycle Splendor launched.

1997—Hero Honda motorcycle Street launched.

1999 -- Hero Honda motorcycle CBZ launched.

2001 -- Hero Honda motorcycle Passion and Hero Honda Joy launched.

2002—Hero Honda motorcycle Dawn and Hero Honda motorcycle Ambition

launched.

2003—Hero Honda motorcycle CD Dawn, Hero Honda motorcycle Splendor,

Hero Honda motorcycle Passion Plus and Hero Honda motorcycle

Karizma launched.

2004—Hero Honda motorcycle Ambition 135 and Hero Honda motorcycle

CBZ* launched.

2005—Hero Honda motorcycle Super Splendor, Hero Honda motorcycle CD

Deluxe, Hero Honda motorcycle Glamour, Hero Honda motorcycle Achiever and

Hero Honda Scooter Pleasure.

2007—New Models of Hero Honda motorcycle Splendor NXG, New Models

of Hero Honda motorcycle CD Deluxe, New Models of Hero Honda motorcycle

Passion Plus and Hero Honda motorcycle Hunk launched.


2008—New Models of Hero Honda motorcycles Pleasure, CBZ Xtreme,

Glamour, Glamour Fi and Hero Honda motorcycle Passion Pro launched.

2009—New Models of Hero Honda motorcycle Karizma:Karizma - ZMR and

limited edition of Hero Honda motorcycle Hunk launched

2010—New Models of Hero Honda motorcycle Splendor Pro and New Hero

Honda motorcycle Hunk and New Hero Honda Motorcycle Super Splendor

launched.

2011—New Models of Hero Honda motorcycles Glamour, Glamour FI, CBZ

Xtreme,Karizmalaunched.

New licensing arrangement signed between Hero and Honda.

August—Hero and Honda part company, thus forming Hero MotoCorp

and Honda moving out of the Hero Honda joint venture. November—Hero launched

its first ever Off Road Bike Named Hero "Impulse".

Parent Company Hero Group

Category Motorcycles, Scooters

Sector Two-Wheelers

Tagline/ Slogan Hum mei hai Hero; Desh ki Dhadkan (HeroHonda)

USPWide product variety, excellent brand equity & high customer loyalty

STP

Segment Young boys looking for fast sporty bikes for Indian roads

Target Group Young boys in the age 18-30 middle class

Positioning Every person has a hero and a winner within one’s self


Product Portfolio

Brands

1. CBZ 2. Karizma

3. Passion 4. Pleasure

5. Splendour 6. Impulse

SWOT Analysis

Strength

1. Huge brand equity and one of the biggest players in the two wheelers Indian market2. Excellent R&D, and wide variety of products in every segment.3. Excellent distribution, over 3000 dealerships and service centers 4. Good advertising and excellent rebranding from Hero Honda to Hero Moto Corp

Weakness

1. Absence in the premium bike segment2.High imports for its spare parts i.e. over 30% imports3. Most of the products have similar features and low on design and innovation

Opportunity1.Two-wheeler segment is one of the most growing industries2.Export of bikes is limited i.e. untapped international markets

Threats

1. Strong competition from Indian as well as international brands2. Dependence on government policies and rising fuel prices3. Better public transport will affect two-wheeler sales

Competition

Competitors

1. Yamaha

2. Bajaj Auto

3.TVS

4.Suzuki

5. Harley Davidson

6. Royal Enfield

7. Ducati


http://www.mbaskool.com/brandguide/automobiles/361-hero-honda-karizma.html

Table no.2


OBJECTIVES OF PROJECT

To know market position of Hero Honda bike in the market.

To know consumer behaviour for purchase of two wheeler bike.

To identify the factor which influences on consumer decision?

To classify which types of customers visiting of Dealers with reference to age,

gender, income

To know which medium play important role for purchasing bike.

To study who is the decision make in purchasing bike?.

Identifying possible areas of Improvement.

To know consumer preferences of different offers


METHODOLOGY

Type of Research:Basic Research

Research Design:

Chart no. 3


Basic Research

Conclusive Research

Descriptive Research

Cross-Sectional Design

Sample Survey Method

Here we have selected conclusive research because it is flexible & versatile in

nature whereby factors are flexible &can change from person to person. Also

research is structured & formally designed. This research type is used because

information is to be clarified. Further it is cross-sectional in nature because it

is done through sample survey whereby a representative sample is selected

from whole population.

Sampling Frame:People of Gandhidham and Adipur

Sampling Design:Non-probability sampling because there is unequal to all respondent being selected as

well as we have control over the population. Convenient sampling as we approached

the Gandhidham people as per our convenience.

Sample Size:

100 People of Gandhidham and Adipur

Data Collection Method:

Structured questions through questionnaire

Data Analysis Technique:

Descriptive Statistics


FINDINGS

1. Do you have own Bike?

(Table no. 3)

Frequency Percent

Valid Yes 80 85.1

No 14 14.9

Total 94 100.0

chart no 4

Interpretation

From the above Table No.1, we conclude that 85.1% which is 80 Respondents have

their own bike and rest 14.9% which is 14 respondents do not have their own bike.


2. Which Company bike do you have at Present?

(Table no. 4)

Frequency Percent

Valid Hero 48 51.06

Honda 15 15.96

TVS 11 11.70

Yamaha 7 7.47

Bajaj 10 10.64

Suzuki 2 2.13

Others 1 1.06

Total 94 100.0

Chart no.5

Interpretation

From the above Table No.2, we conclude that 51.06% of the market is covered by

Hero itself & there is a vast difference of 36.90% between two company market share


which are Hero and Honda who has occupied 1st position and 2nd position. Suzuki has

least market share which is 2.13%.

3. Who is decision maker for purchasing bike in your family?

(Table no. 5)

Frequency Percent

Valid Father 53 56.4

Mother 2 2.1

Self 35 37.2

Others 4 4.3

Total 94 100.0

Chart no.6

Interpretation

From the above Table No. 3, it is found that 56.38% of respondents were influenced

by their father, 37.23% of the respondents take decisions by themselves, 4.26% of

respondents were influenced by others & 2.13% of the respondents were influenced

their mother.


4. How do you purchase Bike?

(Table no. 6)

Frequency Percent

Valid By Cash 43 45.7

By Loan 51 54.3

Total 94 100.0

Chart no 7

Interpretation

1. Based on Table No.4, it is concluded that 54.26% of the respondents purchase

bike on loan whereas 45.74% respondents purchase bike by cash.


5. What features you considers when you purchase bike please tick mark.

(Table No. 7)

strongly disagree

disagree neutral Agree strongly agree

Percentage of agree & Stongly Agree

Price 1 1 10 48 34 87.23Less Maintenance

2 3 22 44 23 71.28

Style 0 7 20 43 24 71.28Durability 0 0 18 52 24 80.85Mileage 0 1 7 19 67 91.49Easy Driving

0 3 16 53 22 79.79

Brand Reputation

1 5 21 44 23 71.28

Color 0 2 14 29 49 82.98

Chart no.8


Interpretation

Price: - From the above table we can see that 48 respondents are agreeing and 34 respondents are strongly agreeing with regards of price of bike while purchasing. So that we can say that Price is a very important factor while purchasing bike.

Less Maintenance: - From the above table we can see that 44 respondents are agreeing and 23 respondents are strongly agreeing with the factor of less maintenance of bike while purchasing. So that we can say that less maintenance is least important factor while purchasing bike.

Style: - From the above table we can see that 43 respondents are agreeing and 24 respondents are strongly agreeing with the point of style of bike while purchasing. So that we can say that style is least important factor while purchasing bike.

Durability: - From the above table we can see that 52 respondents are agreeing and 24 respondents are strongly agreeing with the factor of durability while purchasing bike. So that we can say that durability is least important factor while purchasing bike.

Mileage: - From the above table we conclude that 67 respondents strongly agree for considering mileage of bike. Also as per our observation at QUALITY HERO, customers first ask for the mileage of bike due to continuously increase in petrol prices. Therefore we can say that Mileage is most important factor while purchasing bike.

Easy Driving: - From the above table we can see that 53 respondents are agreeing and 22 respondents are strongly agreeing with the factor of Easy Driving while purchasing bike. So that we can say that durability is less important factor while purchasing bike.

Brand Reputation: - From the above table we can see that 29 respondents are agreeing and 49 respondents are strongly agreeing with the factor of Brand Reputation of bike while purchasing. So that we can say that Brand Reputation is also important factor while purchasing bike.

Color: - From the above table we can see that 43 respondents are agreeing and 24 respondents are strongly agreeing with the point of style of bike while purchasing. So that we can say that style is least important factor while purchasing bike.


6. Rate the following attribute of Show room.

(Table No. 8)

Strongly

Disagree

Disagree Neutral Agree Strongly

Agree

Percentage

of Agree &

Strongly

Agre

Available 1 6 25 34 28 65.96

After Sales 3 5 20 39 27 70.21

Service 3 3 18 40 30 74.47

Infrastructur

e

4 14 27 37 12 52.13

Chart no.9


Availability: - From the above table we can see that 34 respondents are agreeing and 28 respondents are strongly agreeing with the attribute of Availability of bike. So that we can say that Availability is less important attribute.

After Sales: - From the above table we can see that 39 respondents are agreeing and 27 respondents are strongly agreeing with the attribute of After Sales service of bike. So that we can say that After Sales is important attribute.

Service: - From the above table we can see that 40 respondents are agreeing and 30 respondents are strongly agreeing with the feature of Service of bike. So that we can say that Service is most important attribute.

Infrastructure: - From the above table we can see that 37 respondents are agreeing and 12 respondents is strongly agreeing with the element of Infrastructure of showroom. So that we can say that Infrastructure is least important attribute.


7. Rate the following schemes that attract you most.

(Table No. 9)

Chart no.10

Special Offer: - From the above table we can see that 44 respondents are agreeing and 23 respondents are strongly agreeing with the attraction of scheme of Special Offer of company. So that we can say that Special Offer is attractive scheme.

Exchange Offer: - From the above table we can see that 33 respondents are agreeing and 15 respondents are strongly agreeing with the attraction of scheme of Exchange Offer of company. So that we can say that Exchange Offer is least attractive scheme.


Strongly Disagree

Disagree Neutral Agree Strongly Agree

Percentage of Agree & Strongly Agree

Special Offer

2 4 21 44 23 71.28

Exchange Offer

2 14 30 33 15 51.06

Special Gift

4 16 26 31 17 51.06

Cash Discount

0 4 19 23 48 75.53

Special Gift: - From the above table we can see that 31 respondents are agreeing and 17 respondents are strongly agreeing with the attraction of scheme of Special Gift of company. So that we can say that Special Gift is least attractive scheme.

Cash Discount: - From the above table we can see that 23 respondents are agreeing and 48 respondents are strongly agreeing with the attraction of scheme of Cash Discount given by company. So that we can say that Cash Discount is Most attractive scheme.


8. Rate the following feature when you have to purchase Hero Bike.

(Table No. 10)

Strongly Disagree

Disagree Neutral Agree Strongly Agree

Percentage of Agree & Strongly Agree

Mileage 0 0 7 33 54 92.55Available 1 3 22 54 14 72.34Price 1 2 6 55 30 90.42After Service

1 0 16 49 28 81.91

Pick Up 3 2 12 44 33 81.91

Chart no. 11

Mileage: - From the above table we can see that 33 respondents are agreeing and 54 respondents are strongly agreeing with the feature of Mileage of Bike. So that we can say that Mileage is most attractive Feature in Bike.

Availability: - From the above table we can see that 54 respondents are agreeing and 14 respondents are strongly agreeing with the feature of Availability of company. So that we can say that Availability is least attractive feature of company.

Price: - From the above table we can see that 55 respondents are agreeing and 30 respondents are strongly agreeing with the feature Price of Bike. So that we can say that Price is much attractive Feature while purchasing Bike.


After Service: - From the above table we can see that 49 respondents are agreeing and 28 respondents are strongly agreeing with the feature of After Service of company. So that we can say that After Service is also attractive feature of company.

Pick Up: - From the above table we can see that 44 respondents are agreeing and 33 respondents are strongly agreeing with the feature of Pick Up of Bike. So that we can say that Pick Up is also attractive feature of bike.


Test No. 1

H0-there is no significance difference in considering price of bike to different

income level

H1- there is significance difference in considering price of bike to different

income level

Descriptive

What features you consider when you purchase bike please tick mark [Price]

Chart no 11

N Mean

Std. Deviation

Std. Error

95% Confidence Interval for Mean

Minimum

Maximum

Lower Bound

Upper Bound

Less than 15000

6 4.17 .983 .401 3.13 5.20 3 5

15000-30000

39 4.33 .701 .112 4.11 4.56 2 5

30001-45000

32 4.16 .574 .101 3.95 4.36 3 5

45000 above

17 4.00 1.061 .257 3.45 4.55 1 5

Total 94 4.20 .756 .078 4.05 4.36 1 5


Test of Homogeneity of Variances

What features you consider when you purchase bike please tick mark [Price]

Table no.12

Levene

Statistic df1 df2 Sig.

2.130 3 90 .102

ANOVA

What features you considers when you purchase bike please tick mark [Price]

Table no.13

Sum of

Squares df

Mean

Square F Sig.

Between

Groups1.441 3 .480 .836 .478

Within Groups 51.719 90 .575

Total 53.160 93

From the above table of Test of Homogeneity of Variances which shows the

equality of variance and hypotheses for the same os as under:-

H0-variance of all group are equal

H1- variance of all group are unequal

The F value is 2.130 and its associated significance value is 0.102 which is greater

than .05, so we fail to reject null hypotheses so it conclude that variance of all group

are equal.

Anova table provide information for testing hypothesis. F value is used as test of

significance of difference in mean across the group. F value in this test is equal to

0.836 and its associated P value is reported as 0.478 which is greater than 0.05 so we

are failed to reject null hypothesis that is there is no significance difference in

considering price of bike to different income level


Test no2

Ho- there is no difference for considering easy driving with respect to gender

H1- there is no difference for considering easy driving with respect to gender

Group Statistics

Table no.14

Gende

r N Mean

Std.

Deviation

Std.

Error

Mean

What features you

considers when you

purchase bike please

tick mark [Easy

driving]

male 82 3.96 .744 .082

female

12 4.25 .622 .179


Independent Samples Test

Table no.15

Levene's

Test for

Equality of

Variances t-test for Equality of Means

F Sig. t df

Sig.

(2-

tailed)

Mean

Diffe

rence

Std.

Error

Differ

ence

95%

Confidence

Interval of

the

Difference

Uppe

r

Lowe

r

What

features you

considers

when you

purchase

bike please

tick mark

[Easy

driving]

Equal

variance

s

assumed

.001 .981

-

1.26

9

92 .208 -.287 .226-.73

5.162

Equal

variance

s not

assumed

-

1.45

2

16.0

07.166 -.287 .197

-.70

5.132

To find out difference for considering easy driving with respect to gender independent

sample test has been employed with the above hypothesis and from the table, we

conclude that we are fail to reject Null hypothesis because F value is 0.001 and its

associated significance value is 0.981 which is greater than 0.05.


Test No. 3

Ho- there is no significance difference in considering brand of bike belonging to

different occupation

H1- there is significance difference in considering brand of bike belonging to

different occupation

Descriptive

What features you consider when you purchase bike please tick mark [Brand Reputation]

Table

no.16 N Mean

Std.

Deviati

on

Std.

Error

95% Confidence

Interval for Mean

Mini

mum

Maxim

um

Lower

Bound

Upper

Bound

service

s18 3.89 .758 .179 3.51 4.27 2 5

busines

s14 4.00 .679 .182 3.61 4.39 3 5

student 55 3.98 .828 .112 3.76 4.21 2 5

Profess

ional3 3.33 2.082

1.20

2-1.84 8.50 1 5

Others 4 2.50 .577 .289 1.58 3.42 2 3

Total 94 3.88 .878 .091 3.70 4.06 1 5


What features you consider when you purchase bike please tick mark [Brand

Reputation]

Table no.17


Levene


2.789 4 89 .031

ANOVA

What features you consider when you purchase bike please tick mark [Brand Reputation]

Table no.18

Sum of

Squares df

Mean

Square F Sig.

Between

Groups9.287 4 2.322 3.310 .014


Total 71.713 93


equality of variance and hypotheses for the same as as under:-

H0-variance of all group are equal


The F value is 2.789 and its associated significance value is 0.031 which is less than

0.05, so we reject null hypotheses accordingly it concludes that variance of all group

are unequal.

Anova table provide information for testing hypothesis. F value is used as test of

significance of difference in mean across the group. F value in this test is equal to

3.310 and its associated P value is reported as 0.014 which is less than 0.05 so we

reject null hypothesis and accept alternative hypothesis that is there is significance

difference in considering brand of bike belonging to different occupation.


Test No. 4

H0- there is no significance difference in considering style of bike belonging to

different age group

H1- there is significance difference in considering style of bike belonging to

different age group

Descriptive

What features you consider when you purchase bike please tick mark [Style]

Table no.19

N Mean

Std.

Deviation

Std.

Error

95% Confidence

Interval for Mean

Mini

mum

Maxim

um

Lower

Bound

Upper

Bound

18-

3064 4.02 .807 .101 3.81 4.22 2 5

31-

4023 3.83 .937 .195 3.42 4.23 2 5

41-

507 3.00 .816 .309 2.24 3.76 2 4

Tota

l94 3.89 .873 .090 3.71 4.07 2 5



Table no.20

Levene


1.003 2 91 .371


ANOVA


Table no.21

Sum of

Squares df

Mean

Square F Sig.

Between

Groups6.647 2 3.324 4.705 .011


Total 70.936 93


equality of variance and hypotheses for the same os as under:-

Ho-variance of all group are equal


The F value is 1.003 and its associated significance value is 0.371 which is less

than .05, so we fail to reject null hypotheses so it conclude that variance of all group

are equal.

To find out significance difference in considering style of bike belonging to

different age group One Way Anova has been employed with the above hypothesis

and from the table, we conclude that we reject Null hypothesis because F value is

4.705 and its associated significance value is 0.011 which is less than 0.05


LIMITATIONS

1. Population of Gandhidham is almost 350000 and we consider only 94

respondent. So the size of sample is small.

2. We have to complete our research report between 1 may to 11 june. So

the period of study is less.

3. This study is limited to gandhidham city only.


CONCLUSION

1. The study reveals that 51.06% respondents have Hero bike which shows the

reach-ness of the company in the market. This is because of their fuel efficient

as well as low prices of their bikes.

2. The influence of purchase decision of respondent is their father.

3. It is found that 91.49% of respondent gives priority to mileage & 87.23% of

respondent’s gives priority to price.

4. The study reveals that 74.47% of respondents gives priority to service which is

provided by showroom employees to the customer before purchasing bike.

5. 75.53% of respondents are attracted with the scheme of cash discount.

6. Almost 92% of respondent will consider Mileage & 90% of respondents will

consider Price at the time of purchasing Hero bike.

7. With compare to Male, Female want more Easy Driving two wheeler.


RECOMMENDATION

1. Company should launch fuel efficient bike as now a days petro; price are

increasing.

2. Company should provide good financing schemes because more than 50%

of the respondents purchase their bike through loan.

3. Gandhidham showroom should improve their service more provided to the

customer because as per our study, customer gives most weightage to

service provided by the showroom employees.


APPENDIX

Questionnaire

We here by declare that the below information will only be used for academic purpose

and none of the information will be licked or misused. So kindly don’t be panic while

filling the questionnaire and help us in fulfilling our report accurately by giving your

honest reply.

_____________________________________________________________________

2. Do you have own Bike?

1) Yes

2) No

3. Which Company bike do you have at Present?

1) Hero

2) Honda

3) TVS

4) Yamaha

5) Bajaj

6) Suzuki

7) Others (Please Mention) __________________

4. Who is decision maker for purchasing bike in your family?

1) Father

2) Mother

3) Self

4) Other

5. How you purchase Bike?

1) By Cash

2) By Loan


6. What features you considers when you purchase bike please tick mark.

Strongly

Disagree

(1)

Disagree

(2)

Neutral

(3)

Agree

(4)

Strongly

Agree

(5)

Price

Less

Maintenance

Style

Durability

Mileage

Easy Drive

Brand

Reputation

Color

7. Rate the following attribute of Show room.

Strongly

Disagree

(1)

Disagree

(2)

Neutral

(3)

Agree

(4)

Strongly

Agree

(5)

Available

After Sales

Services

Infrastructur

e


8. Rate the following schemes that attract you most.

Strongly

Disagree

(1)

Disagree

(2)

Neutral

(3)

Agree

(4)

Strongly

Agree

(5)

Special

Offer

Exchange

Offer

Special

Gift

Cash

Discount

9. Rate the following feature you have purchase Hero Bike.

Strongly

Disagree

(1)

Disagree

(2)

Neutral

(3)

Agree

(4)

Strongly

Agree

(5)

Mileage

Availability

Price

After

Service


Pick Up

Customer Personal Information

1. Name

_______________________________

2. Gender

1) Male

2) Female

3. Age

1) 18-30

2) 31-40

3) 41-50

4) 51 & Above

4. Family Income

1) Below 15000

2) 15001-30000

3) 30001-45000

4) 45001 & Above

5. Occupation

1) Service

2) Business

3) Student

4) Professional

5) Others (Please Mention) ________________


Thank you


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