A

PROJECT REPORT

ON

“STUDY OF CUNSUMER ATTITUDE TOWARDS HERO HONDA (SPLENDOR+)

IN BARAMATI REGION

SUBMITTED TO

UNIVERSITY OF PUNE

IN PARTIAL FULFILLMENT OF THE

BACHELOR OF BUSINESS ADMINISTRATION

SUBMITTED BY

MR. BANKAR HEMANT MADHAV

T.Y.B.B.A.

GUIDED BY

Prof.GAWADE SHIRISH

S.V.P.M’S

COLLEGE OF COMMERCE SCIENCE &COMPUTER

EDUCATIONMALEGAON (BK) BARAMATI

2009-2010

1

Acknowledgement

In this competitive world it is impossible to live and work alone. This is a time of

seeking help and guidance from the experienced and qualified person.

Let me show my gratitude at all those people who spend their precious time and

energy in helping me to complete this project successfully.

I am thankful to Prof. Shirish Gawade and other staff member who gave me

proper guidance in conducting detailed study and providing very useful information for

preparing this project report.

I express my gratitude towards Dr. Rupanawar V.D. Principal S.V.P.M.’s.

College of Commerce, Science & Computer Education, Malegaon (BK) for their never

ending help & guidance.

I owe this complete project to all those who directly & indirectly helped me in

completing out this project.

Bankar Hemant Madhav

T.Y-B.B.A

2

INDEXNo. Contents Page

No.

1 Introduction 4-9

2 Company Profile 10-24

3 Objective 25-26

4 Research Methodology 27-35

5 Data Analysis & Interpretation 36-52

6 Finding 53-54

7 Suggestion 55-56

8 Limitation 57-58

9 Conclusion 59-60

10 Bibliography 61-62

11 Annexure 63-65

3

Chapter-1 Introduction

4

INTRODUTION:-

Today it is fashionable to talk about new economy. We hear that

businesses are operating in a globalized economy; that things are moving in nanosecond

pace; that our markets are characterized hyper-competition; that disruptive technologies

are challenging every business; & that business must adapt to the empowered consumer.

The old economy seemed simpler. It was based on the Industrial

Revolution & on managing manufacturing industries. Manufacturers applied certain

principles & practices for the successful operation of their factories. They standardized

products in order to bring down cost. They aimed to continually expand their market size

to achieve economies of scale. They tended to replicate their procedures & policies in

every geographic market. The goal was efficiency; & to accomplish this firm was

managed hierarchically, with a boss on top issuing orders to middle managers, who in

guided the workers.

The new economy in contrast is based on the Digital Revolution & management

of information. Information has a number of attributes. It can be infinitely differentiated,

customized, & personalized. It can be dispatched to great number of people who are on a

network & it can be reach them with great speed. To the extent that information is a

public & accessible, people will be better informed & able to make better choice.

5

MARKETING TASK:-

We can distinguish 3 stages through which marketing practices might pas:

1) Entrepreneurial marketing:- Most companies are started by individuals

live by their wits. They visualize an opportunity & knock on every door to gain

attention. Jim Koch, founder of Boston Bear company, Samuel Adams Beer has

become a top sealing “craft” Bear, started out in 1984 carrying bottles of Samuels

Adams from bar to bar to persuade bartenders to carry it. For 10 he couldn’t

afford an advertising budget; he sold his bear through direct sells & grassroots

public relation. Today his business pulls in $210 million, making it leader in craft

bear market.

2) Formulated marketing:- as small companies achieve success, they

inevitably move towards more formulated marketing. Boston Beer now spends

considerable sums on TV advertising, employs dozens of salespeople, & carries

on sophisticated marketing research. It has discovered that continued success

requires setting up & managing a capable marketing department.

3) Entrepreneurial marketing:- Many large companies get stuck in formulated

marketing, probingly over the latest Nielsen numbers, scanning market research

reports trying to find-tune dealer relations & advertising messages. These

companies lack the creativity & passion of guerrilla marketers in the

entrepreneurial stage. Their brand & product managers need to get out of the

office, start living with their customers, & visualize new ways to add value to

their customer’s lives.

The bottom line is that effective marketing can take many forms.

Their will be constant tension between the formulated side of marketing & the

creative side. It is easies to learn the formulated side, which will occupy most of

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our attention in this books; but we will also describe how real creativity & passion

operate in many companies.

THE SCOPE OF MARKETING:-

Marketing is a typically seen as the task of creating, promoting, &

delivering goods & services to consumers & businesses. Marketers are skilled in

stimulating demand for a companies product, but this is too limited a view of the

task marketers perform. Just as a production & logistic professionals are

responsible for supply management, marketers are responsible for demand

management. Marketing managers seek to influence the level, timing, &

composition of demand to meet the organizations objectives. Distinguishes 8

different states of demand & the corresponding tasks facing marketing managers.

Marketing people are involved in marketing 10 types of entities: goods,

services, experience, events, persons, places, properties, organizations,

information & ideas.

7

MARKETING CONCEPT & TOOLS:-

Defining Marketing:-

We can distinguish between social & managerial definition if marketing.

A social definition shows the role marketing plays is society. One marketers said

that marketing’s role is to “Deliver higher stander of living”. Here us a social

definition that servers our purpose: marketing is societal process by which

individuals & groups obtain what they need & want through creating, offering, &

freely exchanging product & services of value with others. For a managerial

definition, marketing has often been described as “The art of selling products”,

nut people surprised when they hear that the most of important part of marketing

is not selling! Selling is only the tip of marketing iceberg.

The American Marketing Association offers the following

definition:- Marketing is the process of planning & executing the conception,

pricing, promotion, & distribution of ideas, goods, & services to create exchanges

that satisfy individual & organizational goals. Coping with exchange processes

calls for a considerable amount of work & skill. Marketing management takes

place when at least one party to a potential exchange thinks about the means of

achieving desired responses from other parties. We see marketing management as

the art & science of choosing target markets & getting, keeping, & growing

customers through creating, delivering, & communicating superior customer

value.

8

MARKETING ENVIORNMENT:-

Competition represents only one force in the environment in which the

marketers operates. The marketing environment consists of the task environment

& broad environment.

The task environment includes the immediate actors involved in

producing, distributing, & promoting the offering. The main actors are the

company, suppliers, distributors, dealers & target customers. Included in the

suppliers group are material suppliers & service suppliers such as marketing

research agencies, advertising agencies, banking & insurance companies,

transportation, & telecommunication companies. Included with distributors &

dealers are agents, bookers, manufacturer representatives, & others who facilitates

finding & selling to customers.

The broad environment consists of 6 components: Demographic

environment, Economic environment, Natural environment, Technological

environment, Political-legal environment, & social-cultural environment. This

environment contains forces that can have a major impact on the actors in task

environment. Market actors must pay close attention to the trends &

developments in this environment & make timely adjustments to their marketing

strategies.

9

Chapter-2

Company Profile

COMPANY PROFILE:-

10

Hero Group is a multi-unit, multi-product, geographically diversified Group with

myriad interests. Hero, is synonymous with two-wheelers in India and Group's other

ventures include product designing; IT enabled services, finance and insurance etc. Hero

Group ranks amongst the Top 10 Indian Business Houses. The Group today comprises of

20 companies, 300 ancillary suppliers, over 5,000 outlets, and has employee strength

than23000. .

The origins of Hero Group can be traced to 1956 when Hero Cycles Limited was

established by Munjal brothers: Satyanand Munjal, Brijmohan Lall Munjal and O. P.

Munjal. Before the establishment of Hero Cycles, which is the flagship company of the

Hero Group, Munjal brothers were modest manufacturers of bicycle components. In

1961, Rock man Cycles Industries Limited established, which the largest manufacturer of

bicycle chains and hubs is today. In 1963, Hero Group forayed into the international

market with bicycle exports from India. In 1971, Highway Cycles was set up to meet the

demands of Hero Cycles. It is today the largest manufacturer of single speed and multi-

speed freewheels. In 1975, Hero Cycles Limited became the largest manufacturer of

bicycles in India. In 1978, Majestic Auto Limited was formed and the Hero Majestic

Moped was introduced. In 1981, Munjal Castings was established. In 1984, Hero Group

started manufacturing motorcycles with the establishment of Hero Honda Motors Limited

in joint venture with Honda Motors of Japan. In 1985, Munjal Showa Limited was

established to manufacture shock absorbers and struts. In 1986, Hero Cycles Limited

entered the Guinness Book of Records as the largest bicycle manufacturer in the World.

In 1987, Hero Motors, a division of Majestic Auto Limited was set up in collaboration

with Steyr Daimler Pooch of Austria. In 1987, Gujarat Cycles Limited, presently known

as Munjal Auto Industries Limited was established to manufacture and export state-of-

the-art bicycles and allied products. In 1993, Hero Exports was established as the

International Trading Division for Group and non-Group products.

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In 1995, Hero Corporate Services Limited was established as the service segment

for the Hero Group Companies, ancillaries, suppliers, dealers and other associates. In

1998, Munjal Auto Components was established to manufacture gear shafts and gear

blanks for motorcycles. In 2000, Hero Group diversified into IT and IT enabled services

through its service segment - Hero Corporate Services Limited. In 2001, Hero Global

Design established to offer engineering services in CAD/CAM/CAE related to New

Product Development, Design, Engineering and Manufacturing. In 2002, Easy Bill was

established to offer utility bill collection & retail services. In 2004, Hero Group forayed

into retail insurance business with the establishment of NsurePlus. Today, Hero Group

enjoys leadership position in all the business segments it has entered.

Major Achievements of Hero Group

Hero Honda Motors is the World's largest manufacturer of two-wheelers.

Hero Cycles Limited is a Guinness Book Record holder since 1986 as the world's

largest manufacturer of bicycles.

Hero Honda is ranked number one in the two-wheeler category on Environmental

Performance by the Centre for Science and Environment.

Group Chairman, Mr. Brijmohan Lall Munjal received the coveted "Ernst &

Young Entrepreneur of the Year" award for 2001.

We deal in one of the most successful bikes in Indian motorcycling history - Hero Honda

Splendor. The bike is available in a number of shades and models

12

The Company was Incorporated on 19th January, at New Delhi. The

Company Manufacture motor cycles up to 100 cc capacity. The Company was

Promoted by Hero Cycles (P) Ltd. (HCPL).

- The Company entered into a technical-cum-financial collaboration

Agreement with Honda Motor Co. Ltd., Japan (HML). As per this collaboration

agreement, HML was to furnish complete technical Information and know-how and

trade secrets and other relevant data.

- Hero Honda CD-100 is the first four stroke motorcycle to be introduced in

India in 100cc range. Its most attractive features are Fuel efficiency and its light weight.

CD-100 will be equipped with electronic ignition system, illuminated speedometer, 4

speed gear box, Neutral and flasher indicators, etc.

- 15 No. of equity shares subscribed for by the promoters, etc. In November,

119,99,985 No. of equity shares issued at par of which 71,99,985 shares reserved for

allotment as under:

- (i) 31,19,998 shares to Hero Cycles (P) Ltd., Hero Investments (P)Ltd. and

Bahadur Chand Investments (P) Ltd.

- (ii) 31,20,000 shares to Honda Motor Co. Ltd., Japan and

- (iii) 9, 59,987 shares to friends and association of promoters.

Out of the balance 48, 00,000 shares, 2, 40,000 shares were reserved for

subscription by the employees of the Company and 96,000 shares by Business

associates. The remaining 44, 64,000 shares were offered at Par for public subscription

during November.

13

-In 1985

- The Company embarked on its 2nd phase of expansion of increasing its installed

capacity from 1,20,000 to 1,50,000 vehicles per annum by the Addition of several

critical aluminum and steel components.

-In 1986

- 36, 00,000 rights equity shares issued at par in prop. 3:10.

-In 1987

- The Company offered 6,00,000 - 15% secured redeemable on-convertible debentures

of Rs 100 each for cash at par on rights basis in the Proportion 1 debenture: 18 equity

shares.

- Another 3,00,000 - 15% debentures were allotted to retain Oversubscription.

The debentures were to be redeemed at a premium of Rs 5 per debenture on the expiry

of the 7th year from the date of allotment of the debentures.

- 3, 75,000 rights equity shares issued at par in prop. 3:10.

In 1989

- The Company introduced a new model Sleek during July.

- 850 No. of equity shares forfeited.

In 1990

- The Company was planning to launch a new model motor cycle-CD 100SS

suitable to semi-rural conditions. In the domestic market the Company was reported to

have a market share of 46%.

- 850 forfeited shares reissued.

14

-In 1994

- The Company proposed to expand the capacity of existing plant at

Dharuhera to 2, 40,000 nos. per annum. Another plant with an installed capacity of

1,50,000 nos. per annum at Gurgaon Industrial Estate was being set up.

- The Company issued 39,79,500 bonus shares to the existing shareholders in

the ratio of 1:4. The Company also issued 28,557 number of fractional coupons

representing 14,250 shares against which shares shall be allotted to presenting the same

for consolidation and allotment.

- The Company's production and turnover increased to 1,83,490 motorcycles

and Rs.483.85 crores respectively due to growth in demand For two wheelers and

declining inflation.

-In 1995

- 14,420 bonus shares issued by way of consolidation of fractional

coupons.

- A new Technical Collaboration Agreement has been signed with Honda

Motor Co. Ltd., Japan for the period up to the year 2004 which Includes Technology

related to models of higher Engine displacement.

- The Company allotted 39,79,500 No. of Equity Shares of Rs. 10/ each as

Bonus shares on 7th February, by way of capitalization of general reserves.

- The Company had issued 28557 No. of Fractional Coupons

Representing.14.250 shares against which the Shares shall be allotted on

Presenting .The same for consolidation and allotment.

-In 1997

- Hero Honda Motors has launched its newest motorcycle, the Street, a 100 cc

15

bikes designed for use in congested urban traffic conditions.

- Hero Honda Motors Ltd (HHML) has set up a new motorcycle plant

inGurgaon, near Delhi for the manufacture of the Honda Super Cub 100cc Step thro

bike.

- Hero Honda has set up a new state-of-the-art plant, heralding a new phase of

development of motorcycle industry in India, to provide the most modern and

technologically advanced production facilities.

- Hero Motors of the Rs.1,600 core Hero group, as part of its globalization

plan, has set up a plant in Brazil for manufacturing hero Winner scooters.

- A new step thru model `Street-100' with unique feature was

launched On 24th January.

-In 1998

- The company proposes to increase the share capital to 5 core equity shares

of Rs. 10 each, 4 lakh cumulative redeemable preference shares of Rs. 100 each and 4

lakh cumulative convertible preference shares of Rs. 100 each with power to increase or

reduce it from time to time.

- The company further proposes to capitalize Rs. 19,96,87,500 from general

reserve to share capital through issue and allotment of bonus shares. Altogether,

1,99,68,750 fully paid bonus shares will be allotted and distributed to members of the

company holding equity shares of the company in the proportion of one bonus share for

every fully paid equity shares of Rs.10 each.

- Motorcycles major Hero Honda is considering entry into scooters in

collaboration with partners, Honda Motors, after the Japanese company decided to walk

out of Kinetic Honda, their scooter venture with the Firodias of Pune.

- Honda Motors recently pulled out of its joint venture with the Firodias in

which it held a 51 per cent equity stake.

16

- Honda Motor Company Ltd of Japan (Honda) and Kinetic Honda Motor Ltd

(KHML) have signed a five-year license and technical assistance agreement under

which KHML will continue to receive the technical know-how, critical vehicle parts and

access to Honda's markets even after the sale of Honda stake in KHML to Kinetic

Engineering Ltd (KEL).

- The Company changed the paradigm in two-wheelers by launching the most

powerful and fast bike- CBZ (ee) with a unique feature of Transient Power Fuel Control

(TPEC) system.

- 23,962,500 bonus shares issued in prop. 1:1.

In 1999

- Hero Honda Motors Ltd (HHML) and 20th Century Finance Corporation Ltd

have signed a Memorandum of Understanding (MoU) for financing of Hero Honda

motorcycles.

- The company, a joint venture between Honda Motor Company of Japan and

Hero group of India to produce four-stroke motorcycles, also aims to increase its share

by 1 per cent to 38.6 per cent during the current fiscal.

- Leading two-wheelers manufacturer Hero Motors has formed a joint venture

with Briggs Stratton of US to develop and manufacture Four-stroke engines for mopeds

and scooters in India, a top company.

- Honda Motor Company of Japan has decided to re-enter the scooter market

in India as also foray into three-wheelers in a joint initiative with its existing joint

venture company Hero Honda Motors Ltd.

17

-In 2000

- Hero Honda Motors Ltd. and Tata Finance Ltd. have signed a national tie-up

agreement. The Company is the largest manufacturer of Motorcycles in the country.

- The Company will relaunch its step thru Street Smart on Baisakhi 13th April.

- Hero Honda Motors Ltd (HHML), has launched an upgraded version of the

existing step-through motorcycle - the Hero Honda Street.

- The Company was ranked as the 9th Highest Value Creator among 12

industry groups within the Bombay Stock Exchange top 100 companies over a five year

period (1994-99).

-In 2001

- Hero Honda Motors Ltd. has launched a new 100cc motorcycle named

Passion'.

- The Company has secured shareholders' approval for splitting one equity

share of Rs 10 each into five equity shares of Rs 2 each in the ratio of 1:5.

- Hero Honda Motors Ltd. has become the largest seller of motorcycles

amongst all Honda companies and ventures in the world by selling one million

motorcycles during the current financial year.

- Credit rating Agency Crisis has reaffirmed outstanding `AAA’ rating

assigned to the proposed Rs 15 core non-convertible debenture issue, Rs 16 core

commercial paper programmed and fixed deposit programmed of Hero Honda Motors.

- Promoter-Chairman of the country’s largest motorcycle manufacturing

18

company, Hero Honda Ltd, Brijmohan Lall Munjal has bagged the prestigious Ernst &

Young Entrepreneur of the Year (EOY) award here on September 27.

-In 2002

-Company included in the 30 companies Bombay Stock Exchange index

(Sensex)

-Becomes the world's largest two wheeler company by selling 1.3 million

vehicles in 2001

-Japanese automaker Honda Motor for the first time decides to source

motorcycles from its Indian joint venture Hero Honda to sell as 'Honda' brand name in

Vietnam.

-Royalty to the Japanese parent, Honda Motor Co, hiked to Rs 630 per vehicle

as compared to the flat royalty of Rs 200 on existing models like Splendor and Passion

-Approves Foreign Institutional Investors (FIIs) to increase their stake from

the present 24 per cent to 40 per cent

-Comes out as the most profitable two-wheeler company in the country during

the trailing four quarters by overtaking second-largest player, Bajaj Auto

-Launches Ambition, a 133 cc 11 BHP vehicle.

-Unveils Smart, a 75 cc step-thru.

-Comes out with a free insurance scheme worth Rs 1,000 for all its bikes

-Bajaj Auto goes ahead of Hero Honda in market capitalization (m-cap)

19

growth in the last fifteen months.

-In 2003

-Achieves a landmark sales turnover of over Rs 5,000 core during 2002-03.

-Launches its cheapest 100cc moterbike'CD Dawn'

-Hikes production capacity at two of its manufacturing facilities to three lakh

units.

-Hero Honda and SBI Cards launch co-branded credit card for Hero Honda's

customers.

-Achieves milestone by producing five million bikes from its Dharuhera plant

in Haryana.

-Launches its new 223-cc, 16.8 BHP Karizma at Rs 79,000

-Joins hands with Small Industries Service Institute (SISI) to train the

unemployed youth who have finished diplomas.

-Initiates a new dealer credit system which will bring down its receivable

levels to around seven days and save the company Rs 100core.

-Introduces Passion Plus, new version of Passion motorcycle

-Forges marketing pact with Aprilia, the Italian bike maker, to introduce its

range of motoscooters and top-end motorcycles in India

-The company has bagged two Total Customer Satisfaction (TCS) Awards.

-Hero Honda Karizma bags BBC Bike of the Yr Award

In 2004

20

-Hero Honda retreats Ambition

-Hero Honda unveils new version of Ambition

-Hero Honda's Dawn emerges as largest entry-level bike

-Hero Motors introduces 'Sting' new 4-stroke bike

-Hero Motors has announced a licensing agreement with Austria-based

Bombardier-Rot ax that will provide 125cc-175cc engines for the upcoming `Hero

Aprilia' range of scooters.

-Hero Honda renews alliance with Honda Motor

-Two-wheeler major Hero Honda and SBI Card, the credit card arm of State

Bank of India, have joined hands to launch India's first co-branded credit card in the

two-wheeler industry.

-In 2005

-New product launches widen HHML's product portfolio

-Two-wheeler major Hero Honda on October 5 announced launch of its first

scooter 'Pleasure'

-Hero Honda rolls out 150-cc motorcycle Achiever.

-In 2006

-Hero Honda launches CBZ variant X-treme

-Hero Honda announced the launch of two new variants the new 'Glamour' and

'Passion Plus' limited edition.

-In 2007

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-Hero Honda Motors Ltd. has appointed Mr. Yutaka Kudo as Director and Whole-time

Director of the Company in the category of Executive Director w.e.f. April 1, 2007.

POSTED ONLINE:-

Wednesday, March 15, 2006 at 01:52 hrsAfter months of posting growth rates

almost double that of the industry, Bajaj Auto has gained a 3% increase in market share

for the first eleven months of this fiscal. This has come at a time, when market leader

Hero Honda’s market share has slipped 1.62% and No.3 TVS Motors’ share has

remained flat.

22

While the two-wheeler industry continues its double-digit growth rate, the growth

this year has been confined to a handful of players. During the first eleven months of the

year, the combined market share of the top three players —Hero Honda, Bajaj Auto and

TVS Motors — has increased by 2.5% to 85.39%. Honda Motorcycles and Scooters India

was the only other company to register growth while others have reported slipping

volumes.

The motorcycle segment continues to be the dominant segment both in terms of

growth and volumes. This segment now accounts for 82.4% of all two-wheelers sold in

the country today as opposed to just under 80% the previous year. And it is here that the

market share games are being played out.

Bajaj Auto’s head of marketing S Sridhar attributes this to the company’s

performance in the executive and premium bike segments. “We used to be weak in the

executive segment. But with the bikes like Discover and Pulsar, we have made inroads

into this segment.

The 125cc and above segment has seen maximum growth from about 30,000 units

per month to around 85,000 now. And with this segment likely to growth further we are

clear winners,” he said.

According to Siam classification of 125cc –250cc capacity motorcycles, Bajaj has

a 71% market share in this segment. This segment is also growing at 33.1%, the fastest

among all segments.

However, P Sundar, Hero Honda’s head of marketing says, “We have been able to

hold on to our market share fairly well with around 13% growths. Our performance in the

higher capacity segments was dented due to withdrawal of models like Ambition and

CBZ. But now with the Achiever, which was launched in November, and few other

models in the 150cc range, we hope to do better.”

23

24

Chapter-3

Objective

25

OBJECTIVES OF PROJECT:-

1) To find out the market share of Hero Honda Splendor+

2) To understand the Customers perception about Hero Honda Splendor+

3) To find out market potential & growth for Hero Honda Splendor+

4) To find out customers needs about Hero Honda Splendor+ bike.

5) To analyze competitors.

26

Chapter-4

Research

Methodology

RESEARCH:-

The term market research and marketing research are some times use

interchangeably and some time mean different thing.

27

Marketing include all activities having to effecting changes in ownership and

possession of goods and services. Markets a narrow term use to define actual and

potential customer. Research involve the definition of problem and application off the

systematic and though efforts to solve them .Thus “Marketing research” is the broad

term meaning study of any problem in the area of marketing and the total process.

“Market Research “can restricted to the study of who what, when why

and how of actual and potential buyer.

The market research exercise which is carried out necessarily through field work

is Term as “Market Survey”

Market research is the systematic data collection on various marketing accepts for

accompany for its goods and services. The study is done with a set of objective may be

for the reason to analyzed consumer behavior for the introduction of new products,

study of the distribution channel or for that reason any problem in the field of

marketing .The Market research is completed only when proper analysis is carried with

the help of relevant information collected and solution-fulfilling objective is identified.

There is nothing new about market research. It will be seen through history , those

business man succeeded who know their market .What is new today is growing important

of this techniques of tackle the various complex market springing everywhere.

SCOPE OF MARKET RESEARCH:-

28

It is not possible to define the exact scope of market research as it will mainly

depend upon the objective of the study. However, a common framework could be

prepared which will be applicable in general to most of the market research project .

1. The Market segment is available in the complete market.

2. The type of consumer that comprise present and potential markets and

there segmentation.

3. The buying hobbies of the consumers and there consumption pattern

4. The size and location of different market both for indigenous as well as an

overseas markets

5. The prospect for growth or contraction of the market over the planning

period

6. The present supply position of the market both for the indigenous as well

as imported sources.

7. The marketing and manufacturing capabilities of the competitor.

8. The likelihood and timing of entry of new competitive supply

9. The current and prospective competitive position with respective price ,

quality reputation etc

10. the channels and method and distribution the presently exist for the

product and likelihoods of there of the improvement

11. The different types of promotional tools for promotion ,media used

advertising , programs and there effectiveness

12. The other environmental factor like changes in government regulation

effect of technological innovation urbanization etc .that will have any

effect on the market for the product.

MARKET RESEARCH:-

29

Market share is found the percentage of market capture by one particular product

as compare to other product to other product same type in the same market territory

market share have to find we have to find out competitors share in target market &

compare it with our companies market share to find out position in the market.

Besides estimating total potential & area potential, a company needs to know the

actual industrial sales taking place in this market. This meaner identifying its competitor

& estimating their sale.

We also find out share of mind the percentage of customer who names the

competitor in responding to the statement “Name the company that customer to mind in

this industry “and also share of heart the percentage.

RESEARCH METHOD/INSTRUMENT:-

Marketing research methodology requires the application of to system approach to

the task of collecting, organizing, analyzing and interpreting desired marketing

30

information. This means tat each step in the research with all other information and

executed as specified at proper time and in he desired sequence.

‘Marian Harper” to manage the business well is to manage its future and to manage

future is to manage information.”

Marketing research is directly concerned with all three operations Input, process

& output. Input is data i,e.fact and figure and values often qualified. Researchers process

the collected data. In data processing we have the operation of editing, classification, and

analyzing and output are result of processing. It is the form of information.

DATA COLLECTION:

The research candidates first of all identifies the sources from which the different

item if information are obtainable and select those I use and collect information which is

from primary and secondary sources.

PRIMARY DATA:-

Primary data are those, which collected for the first time and they are original

character.

31

The primary data is to be collected by the researcher to study the particular

problem.

METHODS OF COLLECTING PRIMARY DATA: -

Methods are used by the research for collection data are as follows:-

A. SURVEY METHOD:-

1. Personal interview method

2. Questionnaire method

A. SURVEY METHOD:-

Survey method is the most widely used techniques in marketing research, Survey

has advantages of getting to the original source of information. The researchers adopt this

method of getting primary data. I am using Questionnaire method for the survey of

customer satisfaction towards Airtel Service.

1. PERSONAL INTERVIEW METHOD:-

32

Under this method the researcher has to contact personally to the respondent. It is

direct from of investigation involving face to face communication with free back of

information various question relating to the problem are asked and conclusion are drawn

on the answer by the respondent.

2. QUESTIONNAIRS METHOD:-

a) The questionnaire is by for the most common instrument in collecting

primary data. A questionnaire consists of a set of question presented to a

respond for his/her answer. The questionnaire is very flexible in that there

ways to ask question.

b) The researchers first all studies topic of research carefully, and frames out

the various question. Which are required for analysis step by the step. The

research guide arranges the question in the proper sequence and adds

questionnaire is prepared.

c) The questionnaire is prepared in such a manner that to recover the whole

research topic.

d) The questionnaire is categories on the basis of various retailers. city area

wise

e) The copies of questionnaire are prepared and distributed among

respondents. The topics are of all explained to the respondent.

f) The topics are first of all explained to the respondents so tat become easier

for them answer the questions.

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g) Finally the entire questionnaire is arranged in sequence so that proper

analysis can be carried out on the each and aviary question given in

questionnaire on the basis of questionnaire various tables are prepared.

h) Finally graphs are plotted on the result obtained form the various tables.

OBSERVATION METHOD:-

In this method observing some action of respondent collect the data .The action

and behaviors of the retailers are watched personally or mechanically.

The retailer are an aware that he or she is being observed so presumable he/she

acts in their usual fashin.This techniques is useful in getting information about the

caliber of agent or in determine what respondent prefer. In another situation a retailer

may be watch from a Distance an noticed, what motivate him/her to take an asbestos

product.

This technical is highly accurate for after long observation the investigator can

find out who constitute his customers and what they usually prefer.

SECONDARY DATA:

34

a) Secondary dada are those which already collected by someone for same

purpose and availed for reference.

b) Researcher usually starts their investigation by examing secondary data

to see whether their can be pertly or wholly solved.

c) Secondary dada provides a starting point for research and offer the

advantages of lower coat and quicker availability.

d) Various books on advertising and marketing for researcher. Researcher

takes help of various marketing, encyclopedia. Newspaper, cutting,

different articles, published in magazines and different business

references books etc.

35

Chapter-5

Data Analysis &Interpretation

DATA ANALYSIS & INTERPRETATION

1) Do you use a bike?

36

Sr. No Customers Opinion Percentage (%)

1 Yes 672 No 33

0%

10%

20%

30%

40%

50%

60%

70%

Yes No

1 2

Percentage (%)

Percentage (%)

Analysis:

In Baramati Region out of total respondents 67 % customers are using bike.

2) Do you use Hero Honda Splendor+ bike?

37

Sr. No Customers Opinion Percentage (%)

1 Yes 522 No 48

Percentage (%)

46

47

48

49

50

51

52

53

Yes No

1 2

Percentage (%)

Analysis;

Out of 67 % customers – the 52% customer are using Hero Honda Splendor+ bike.

3) What is your age group?

38

Sr. No.Age Group

Percentage (%)

120-30 20

230-40 45

3Above 40 35

0

10

20

30

40

50

20-30 30-40 Above 40

1 2 3

Percentage (%)

Percentage (%)

Analysis:From the above survey 20-30 age group 20% using Hero Honda Splendor+ bike.30-40 age group 45% using Hero Honda Splendor+ bike.40- Above age group 35% using Hero Honda Splendor+ bike.

39

4) Where do you Residing?

Sr.No Residence Percentage (%)

1 Urban 282 Rural 72

0

1020

304050

607080

Urban Rural

1 2

Percentage (%)

Percentage (%)

Analysis:

From the above survey it was observed that 28 % customers are residing in urban area & Remaining 72 % are rural area.

40

5) What is your monthly income?

Sr. No. Monthly Income

Percentage (%)

1

5000-15000 452

15000-25000 303 Above

25000 25

Percentage (%)

1 5000-15000

2 15000-25000

3 Above 25000

Analysis:

According to 45 % customers have monthly income is between5000-15000/-, 30 % customers have monthly income is between15000-25000/-, & remaining 25% customers have monthly income is above 25000/-.

41

6) What is your Resource of Income?

Sr. No.Profession

Percentage (%)

1

Business 122

Job/Service 453

Agriculture 374

Other 06

Percentage (%)

1 Business

2 Job/Service

3 Agriculture

4 Other

Analysis:

According to Survey it was clear that 12% customers are Businessman, 45 % customers are doing job/service, 37% customers are use in agriculture & Remaining 06% are other.

42

7) Why are you used Hero Honda Splendor+ bike?Sr. No. Customer

OpinionPercentage

(%)1

Average 522

Style 183 Low

Maintance 30

1 Average

2 Style

3 Low Maintance

Analysis:

According to survey

52% customers are preferred to Average.

18 % customers are preferred to Style

30 % customers are preferred to Low Maintance.

43

8) What is your suggestion about Hero Honda Splendor+ bike?

Sr. No. Customer Opinion

Percentage (%)

1

Low Cost 132 Good

Average 523 Easy

Availability 35

0

10

20

30

40

50

60

Low Cost GoodAverage

EasyAvailability

1 2 3

Percentage (%)

Percentage (%)

Analysis:

From the above survey 13 % says to Low Cost.

52 % customers say Good Average.

35% customers say easy availability.

44

If No:-

3) What is your age group?

Sr. No. Customer Opinion

Percentage (%)

120-30

542

30-4027

3Above 40

19

0102030405060

20-30 30-40 Above 40

1 2 3

Percentage (%)

Percentage (%)

Percentage (%)

Analysis: From the above survey

20-30 age group 54% not using Hero Honda Splendor+ bike.

30-40 age group 27% not using Hero Honda Splendor+ bike.

40- Above age group 19% not using Hero Honda Splendor+ bike.

45

4) Where are you Residing?

Sr. No Residence Percentage (%)1 Urban 542 Rural 46

42

44

46

48

50

52

54

Urban Rural

1 2

Percentage (%)

Percentage (%)

Analysis:

From the above survey it was observed that 54 % customers are residing in urban area but not buying Hero Honda Splendor+ bike & Remaining 46 % are rural area but not buying Hero Honda Splendor+ bike.

46

5) What is your monthly income?

Sr. No. Monthly Income

Percentage (%)

1

5000-15000 68%2

15000-25000 15%3 Above

25000 10%

0%

10%

20%

30%

40%

50%

60%

70%

Percentage (%)

1 5000-15000

2 15000-25000

3 Above 25000

Analysis:

According to 68 % customers have monthly income is between 5000-15000/-, 15 % customers have monthly income is between 15000-25000/-, & remaining 10% customers have monthly income is above 25000/-.

47

6) What is your income source?

Sr. No. Income source

Percentage (%)

1

Business 452

Job/Service 213

Agriculture 34

0

5

10

15

20

25

30

35

40

45

50

Percentage (%)

1 Business

2 Job/Service

3 Agriculture

Analysis:

According to Survey it was clear that 45 % customers are Businessman, 21% customers are doing job/service, and 34 % customers are agriculture.

48

7) Why are you not using Hero Honda Splendor+ bike?

Sr. No. Customer Opinion

Percentage (%)

1 Style 642 Maintance 113 Speed 25

Percentage (%)

1 Style

2 Maintance

3 Speed

Analysis:

According to survey

64 % customers are preferred to Style.

11 % customers are preferred to Maintance.

25 % customers are preferred to Speed.

49

8) What is your suggestion about Hero Honda Splendor+ bike?

Sr. No. Customer Opinion

Percentage (%)

1 Low Cost 352 Good

Average 423 Easy

Availability 23

Percentage (%)

1 Low Cost

2 Good Average

3 Easy Availability

Analysis:

From the above survey 35% says to Low cost.

42 % customers say Good Average. & also 23 % customer says Easy Availability.

50

9) If you want switch over to any other Company?

Sr.No Customers Opinion Percentage (%)1 Yes 352 No 65

0

10

20

30

40

50

60

70

Percentage (%)

1 Yes

2 No

Analysis:

According to survey it is clear that 35 % customers want to switch over any other Company.

51

10) If yes, which bike you prefer from Competitor Company?

Sr. No.

Competitor Company

Percentage (%)

1 TVS 182 Yamaha 103 Bajaj 404 Honda 32

TVS Yamaha Bajaj Honda1 2 3 4

0

5

10

15

20

25

30

35

40

Percentage (%)

Percentage (%)

Analysis:

Among 15 % people do not prefer the splendor+ bike in preferring TVS 18%, Yamaha 10%, and Bajaj 40%, Honda 32%.

52

Chapter-6

Findings & Observation

53

FINDINGS & OBSERVATIONS

If Yes….

1) From the observation it is clear that the market share of Hero Honda (Splendor+)

is higher than any other competitors.

2) From the observation it is found that Customers gives preferences to certain

factors, while using the particular Services. From the observation it is found that

Customer gives 52% priority gives to average, 30% to maintenance & 18% to low

cost.

.

3) From the observation it is clear that 35% customers are getting easily available the

spare parts of Hero Honda Bike.

.

4) From the observation it is clear that age group 30-40 people 45% Customers are

using Hero Honda (Splendor+) Bike.

If No…..

1) According to survey a 64 % person says that style of product is not effective.

2) According to survey 42% person says that splendor+ bike have good average.

3) According to survey 35% person to want switch another company.

4) Out of respondent 46% Customers want to switch over to Bajaj, 18% to TVS &

Only 36% Customers want to switch over to Honda.

54

Chapter-7

Suggestion

55

SUGGESTION

1) The product offer should be made attractive.

2) The special services to the students at low tariff rates can be made available in

students offer.

3) The company should also make the more concentrate on the style & looks

& it will be help to attracts the new customers.

4) Company focused on getting a large shares of higher paying over’s through Value

Added Services company can manage to stay ahead of the competition by

constantly introducing new services like HERO HONDA “HUNK”.

56

Chapter-8

Limitation

57

LIMITATION

1) The survey for the research was carried out in Baramati region & the conclusion

& suggestion of it should not be generalized in other region.

2) The responses of customers on the question being asked may not be their 100%

true responses as people seldom give correct answers to such a questions due to

several factors such as show modesty to suppress some feelings etc.

3) Limited Time Span.

4] Dealer is not willing to give complete information.

58

Chapter-9

Conclusion

59

CONCLUSION

1) Hero Honda Services has comparatively high shares in market due to good

range, new facilitates & Services etc.

2) A low tariff rate has made the Hero Honda Service affordable to middle class

income groups also.

3) The users are becomes aware the Value Added Service provided by the Service

provider using it. The Value Added is one of the means to achieve

differentiation among the Service provider.

4) At the end of my study I reach at conclusion that now a days Hero Honda

Services is market leader & tomorrow it will be super leader of market in two

wheeler services.

60

Chapter-10

Bibliography

61

Bibliography

1)Marketing Management …

By Philip Kotler (11th Edition)

2] Research Methodology …

By Pro.Kulkarni

3] www.herohonda.com

4] www.herohomdasplendor+.com

62

Chapter-11

Annexure

QUESTIONNAIRY

63

Customer Name: - …………………………………………………………………Customer Add: - …………………………………………………………………Contact No: - …………………………………………………………………

1) Do you use a bike?

i] Yes ii] No

2) Do you use Hero Honda Splendor+ bike?

i] Yes ii] No

# If Yes:-

3) What is your age group? i] 20-30 ii] 30-40 iii] Above 40

4) Where are you Residing?

i] Urban ii] Rural

5) What is your monthly income? i] 5000-15000 ii] 15000-25000 iii] Above 25000

6) What is your Resource of Income?

i] Business ii] Job iii) Agriculture

7) Why are you used Hero Honda Splendor+ bike?

i] Average ii] Style iii] Low Maintance

8) What is your suggestion about Hero Honda Splendor+ bike? i] Low cost ii] Good Average iii] Easy Availability

64

# If No:-

3) What is your age group?

i] 20-30 ii] 30-40 iii] Above 40

4) Where are you Residing? i] Urban ii] Rural

5) What is your monthly income?

i] 5000-15000 ii] 15000-25000 iii] Above 25000

6) What is your Profession? i] Business ii] Job iii) Agriculture

7) Why are you not used Hero Honda Splendor+ bike? i] Style ii] Low Engine Power iii] Low Speed

8) What is your suggestion about Hero Honda Splendor+ bike?

i] Low cost ii] Good Average iii] Easy Availability

9) If you want switch over to any other Company? A] Yes B] No

10) If yes, which shoes you prefer? i] TVS ii] Yamaha iii] Bajaj iv] Honda

65

66