A PROJECT REPORT

ON

THE RESEARCH WORK OF CONSUMER BUYING BEHAVIOR OF HERO HONDA MOTORCYCLE (WITH SPECIAL REFERENCE TO SURAT CITY)
AT

SHIVANI MOTORS PVT. LTD. PREPARED BY TANK LALIT H. T.Y.B.B.A. (SEMESTER-6 ) ROLL NO:-39
TH

GUIDED BY PROF. V. A. MODI SUBMITTED TO HON. DIRECTOR PROF. V.B. SHAH INSTITUTE OF MANAGEMENT & R. V. PATEL COMMERCE COLLEGE, AMROLI YEAR: - 2002-2003

CERTIFICATE OF COMPANY

P ROF . V.B. S HAH I NSTITUTE

OF

M GT . & R. V.

P ATEL C OMM . C OLLEGE A MROLI , S URAT

C ERTIFICATE
This is the certify that the project work entitled the research of consumer behaviour on purchasing HERO HONDA motor cycle (with special reference to Surat city) submitted by Mr. Tank Lalit in partial completion of the degree of BBA (Bachelor of Business Administration) to the South-Gujarat University and Prof. V.B. Shah institute of Management & Comm. has been prepared under my supervision and direction.

Project Guide
_______________________

Hon. Director/Co-ordinater
___________________________

Prof. V.A. Modi

Mr. J. B. SHAH
OF

PROF. V.B. SHAH INSTITUTE

MGT. & R. V. PATEL COMM. COLLEGE,

AMROLI, SURAT.

DECLARATION
I here by, declare that the project report entitled the research of Consumer Behaviour on purchasing Hero Honda Motor Cycle (with special reference to Surat city) is the result of my own research and hard work to two month during the academic year (20022003) I submit this Project Report to South Gujarat University for the partial completion of my BBA Programme and I assume that the same topic has not been presented by me at any other examination of any university. All the data presented in this dissertation are the fact.

Place:-SURAT Date: -

Lalit H.Tank T.Y.B.B.A (6th Semester) (Marketing Management)

ACKNOWLEDGEMENT

It is a great pleasure to have this opportunity to express my regards and sense of gratitude to my guide Prof. Vasudev Modi. It is due to their encouragement and proper suggestion this project work could not be finished without their help in the time limit prescribed by the university. I am also thankful to Prof. A.M.Ved for his valuable advice and help .I can not miss the opportunity to acknowledge my respected Principle J.B. Shah for their help and support. I am also thankful to all staff of Prof. V.B. Shah Institute of Mgt & R.V.Patel college of Comm. (Amroli) for their coordination. I own my sincere thanks to Mr. Punit Agarwal (Prop. of M/S. Shivani Motors) and Mr. Amit Agarwal for their coordination & help in accomplishing my project report at this moment. I am also very much thankful to my parents & brother for their continue encouragement and moral support during the project. Last but not least I am also thankful to my friends who supported me during the deed of the project work.

Tank Lalit T Y BBA. (6TH Semester) Marketing Management

Index
Chapter No Chapter: 1 1.1 1.2 1.3 Chapter:- 2 2.1 2.2 2.3 2.4 2.5 2.6 2.7 Chapter: 3 3.1 3.2 3.3 3.4 3.5 Chapter:-4 4.1 4.2 4.3 4.4 4.5 4.6 4.7 Chapter:-5 5.1 Chapter:-6 6.1 6.2 Chapter:-7 Chapter:-8 Subject Industrial Back ground Historical Industry Development Introduction about company Introduction about Shivani Motors Pvt. Ltd. Concept of Consumer Behaviour. Concept. What is Consumer Behaviour? Buying Behaviour Model. A model of Consumer Behaviour. The Birth of Buying idea. Factors Influencing Consumer Behaviour. Buying Decision Process. Introduction of the Problem. Title of the Project Statement of the Problem Research Objective Important of the Study Scope of the Study Research Methodology Marketing Research Research design Data Collection Method Research Measuring Instrument Questionnaire Pilot Study Sample design. Data Interpretation and analysis
Demographic Analysis

Page No.

Summary Finding Suggestion Conclusion Annexure Bibliography Product Photograph.

INDUSTRIAL BACK GROUND

1.1 1.2 1.3

Historical Industry Development Introduction about company Introduction about Shivani Motors Pvt. Ltd

1.1

HISTORICAL INDUSTRY DEVELOPMENT

THE FIRST MOTORCYCLE "Who invented the first motorcycle?" It seems like a simple question, but the answer is a bit complicated. Just as the automobile was the answer to the 19th-century dream of self-propelling the horse-drawn carriage, the invention of the motorcycle created the selfpropelled bicycle. Motorcycles are descendents of the "safety" bicycle-bicycles with front and rear wheels of the same size, and with a pedal crank mechanism to drive the rear wheel. Those bicycles, in turn, were descended from high-wheel bicycles. The high-wheelers were descended from an early type of pushbike, without pedals, propelled by the rider's feet pushing against the ground. These appeared around 1800, used iron-banded wagon wheels, and were called "bone-crushers," both for their jarring ride and their tendency to toss their riders. The first commercial design was a three-wheeler built by Edward Butler in Great Britain in 1884. It employed a horizontal single-cylinder gasoline engine mounted between two steerable front wheels and connected by a drive chain to the rear wheel. However, it would perhaps be incorrect to call it a precursor of the two-wheeled genre of vehicles. The person credited with building the first motorcycle in 1885 is Gottlieb Daimler (who later teamed up with Karl Benz to form the Daimler-Benz Corporation). The gasoline-run vehicle had one wheel in the front and one in the back, with a smaller, springloaded outrigger wheel, on each side. Powered by a single-cylinder Otto-cycle engine, it may have had a spray-type carburetor also (since Daimler's assistant, Wilhelm Maybach was working on the invention of the spray carburetor at the time). The motorcycle was constructed mostly of wood, with the wheels being of the iron-banded

Wooden-spoked type, definitely a "bone-crusher" chassis! If one counts two wheels with steam propulsion as being a motorcycle, then the first one may have been American. One such machine was demonstrated at fairs and circuses in the eastern United States in 1867, built by one Sylvester Howard Roper of Roxbury, Massachusetts. It was powered by a charcoal-fired two-cylinder engine, whose connecting rods directly drive a crank on the rear wheel. This machine predates the invention of the safety bicycle by many years; so, its chassis is also based on the "bone-crusher" bike.

FURTHER DEVELOPMENTS
Most of the development during the early phase concentrated on three- and fourwheeled designs since it was complex enough to get the machines running without having to worry about them falling over. The next notable two-wheeler was the Millet of 1892. It used a five-cylinder engine built as the hub of its rear wheel. The cylinders rotated with the wheel and its crankshaft constituted the rear axle. The first successful two-wheeler, though, was the Hildebrand & Wolfmueller, patented in Munich in 1894. It had a step-through frame, with its fuel tank mounted on the down tube. The engine was a parallel twin, mounted low on the frame, with its cylinders going fore-and-aft. The connecting rods linked directly to a crank on the rear axle, and instead of using heavy flywheels for energy storage between cylinder firing, it used a pair of stout elastic bands, one on each side of the cylinders, to help out on the compression strokes. It was water-cooled, and had a water tank/radiator built into the top of the rear fender. In 1895, the French firm of DeDion-Buton built an engine that was to make the mass production and common use of motorcycles possible. It was a small, light, high

Revving four-stroke single, and used battery-and-coil ignition, doing away with the troublesome hot tube. Bore and stroke figures of 50 mm by 70 mm gave a displacement of 138 cc. A total loss lubrication system was employed to drip oil into the crankcase through a metering valve, which then sloshed around to lubricate and cool components before dumping it on the ground via a breather. DeDion-Buton used this 0.5 hp power plant in road-going tricks, but the engine was copied and used by everybody, including Indian and Harley-Davidson in the U.S. Although a person named Pennington built some machines around 1895 (it's uncertain whether any of them actually ran), the first US motorcycle was the Orient-Aster, built by the Metz Company in Waltham, Massachusetts, in 1898. It used an Aster engine that was a French-built copy of the DeDion-Buton, and predated Indian (1901) by three years, and Harley-Davidson (1902) by four. The Indian Motorcycle Company, Springfield, introduced the AV-Twin in 1903, updated with two- and three-speed gearboxes that were further refined with swing arm rear suspensions. The first motorcycle with electric start and a fully modern electrical system, the Hendee Special from the same company, astounded the industry in 1913. Before World War I, IMC was the largest motorcycle manufacturer in the world producing over 20,000 bikes per year. INCREASING POPULARITY The popularity of the vehicle grew, especially after 1910. By 1900, many manufacturers were converting bicycles, or pedal cycles as they were sometimes called, by adding small, centrally mounted spark ignition engines. The need for reliable constructions led to road trial tests and competition between manufacturers. The original Tourist Trophy races were held on the Isle of Man in 1907 as reliability or endurance

Races. Such events have been the proving ground for many new ideas-from the early twostroke-cycle designs to the supercharged, multi-valve engines mounted on aerodynamic, carbon fiber reinforced bodywork engines. In 1916, the Indian Motorcycle Company introduced the Model H racer, and placed it on sale at the astronomical price of $350. It featured overhead-valve heads with four valves per cylinder, and was easily capable of speeds of over 120 mph. In various forms, it was raced on the dirt track as well as on the boards with very great success. It is unknown how many of the 8-valve racers were manufactured, but production was very small indeed; most machines were ridden either by factory riders or were "loaned" to promising privateers. During World War I, all branches of the armed forces in Europe used motorcycles principally for dispatching. After the war, it enjoyed a sport vogue until the Great Depression began in 1929. After the World War II, a revival of interest in motorcycles lasted into the late 20th century, with the vehicle being used for high-speed touring and sport competitions. The more sophisticated motor scooter originated in Italy soon after World War II, led by the manufacture of a 125-cc model. Since then, an increasing number of powerful bikes have blazed the roads. During the 1950s, the practice of attaching auxiliary engines to bicycles in Western Europe and parts of the United States led to the development of a new type of light motorcycle, the moped. Originating in Germany as a 50-cc machine with simple controls and low initial cost, it was largely free of licensing and insurance regulations except in Great Britain.

1.2

INFORMATION ABOUT COMPANY

HERO HONDA

HISTORY: - As we all know that the

is super hero of the current automobiles

sectors undisputedly, they are the king of bike Market and this position is achieved by them in just one and a half decade and now it become DESH KI DHADKAN. The birth of
HERO HONDA

become possible in 1983-84, when the worlds largest

bicycle manufacturers think to enter into the two wheelers automobiles market which is still in the hands of BAJAJ. What stand out as a joint venture between Hero group and Honda motors, company of Japan, are today the leading manufacturers of Indias largest selling motorcycle. Coming into existence on January 19, 1984. HERO HONDA Motors Ltd. gave India nothing less than a revolution on two wheels, made even more famous by the Fill it-Shut it-forget it Campaign. Driven by the trust of over 35 Lakes customers, the HERO HONDA products range today commands as much as 47% making it a veritable giant in the industry. Add to that technological excellence, expansive dealer network and retable after sales services becomes it a customer friendly company. The level of growth can be determined as per the companys sales figure over the years. Year 1985-86 1989-90 1998-99 1999-00 2000-01 2001-02 No of units Manufactures 43,000 92.200 5.30.600 7.61.210 10,29,555 14,25,195

In fact every second bike sold in the India today is a dynamism has helped Hitml scale new frontiers and exceed Limits.

HERO HONDA!

Customer

satisfaction, a high quality product. The strength of HONDA technology and the HERO groups

In the words of Mr. Brijmohan Lal Munjal the chairman and M.D. we will continue to make every effort required for the development technological innovation, investment in equipments and facilities and through elticient management.

Milestones of the Company Year 12 Dec. 1983

th

Growth Share holders agreements signed. Company Incorporated. Technical Collaboration signed. Foundation stone lay. First model CD-100 Introduced. Frame plant production started. Dharuhera plant in augurated. Quality circles launched. Engine plant stoned. 1, 00,000 Motor cycle Produced. Hero Honda club at Gurgaon started.

19th Jan. 1984 24th Jan. 1984 13th Apr. 1984 27th May 1985 27th May 1985 27th Sept 1985 2nd March 1986 7th April 1987 9th June 1987 20th March 1988

21st March 1989 29th May 1991 11th Nov. 1991 20th Nov. 1991 19th Dec. 1991 Nov. 1993 19th Jan. 1994 23rd Nov. 1994 14th Feb. 1995 1st Sept. 1995 10th Dec. 1996 14th Jan. 1997 23rd Jan. 1997 26th Feb. 1997 17th April 1998 27th Oct. 1998 25th March 1999 13th April 1999 14th May 1999 25th June 1999 28th Oct. 1999

Sleek Model Introduced. 5, 00,000 Motorcycle Produced. Productivity Linked inactive started.
CD-SS

Introduced.

Mobile clinic launched. Hero Honda sponsors five nations Cricket tournament. Splendor Model Introduced. 1, 00,000 Motor cycle Produced. 700 Motor cycles per day Production started. 800 Motor cycles per day production started. 1000 Motor cycles Production per day. 15,00,000 Motor cycle produced Street model Introduced. Gurgaon plant inaugurated by Honda president. 20, 00,000 Motorcycle Produced. Hero Honda sponsors Master golf champion ship at Delhi. 25, 00,000 Motorcycle produced. CBZ launched. 7th world cup cricket tournament sponsored at England. Environment Mgt. System of Dharuhera plant certified with ISO:14001 Hero Honda sponsors Master golf Championship at Delhi.

4th Jan. 2001 13th April 2001

Passion Model Introduced Joy Model Introduced.

SHOW CASE 1.
CD-100:-

This is the first model of the company and become very much popular and enjoys the image of long lasting and fuel-efficient bike. It is the originate Fill it. Shut it, Forget it bike. 2. Splendor:This model had proven very much beneficial to the company. This becomes the worlds largest selling mobike. It design, look, fuel efficiency makes it the dream bike. 3. Passion:Passion, the styli designed bike for the stylish rider. Passion becomes the heartthrob of the youngsters. Passion and CBZ make the Hero Honda DESH manner.
4. CBZ:The powerful stylish and super pick up bike makes the people crazy about its riding. It creates new definition of motorcycling. The other bikes of Hero Honda are Joy, CD-SS Sleek, Street, Dawn, and Ambition.
KI DHADKAN

in real

AWARDS
1. National Safety Award:Hero Honda got national safety award for the Year 2000-01. 2. National Productivity Award:Hero Honda got the National Productivity award for the best performance in automobile sector even in the very sluggish condition of economy for the year 2000-01. 3. Best Slogan Award:Hero Honda got the Best Slogan Award for its touching Slogan DESH for the year 2000-01. These are some decent awards which are collected by the Hero Honda Customer satisfaction is the biggest award for any company this can be the Hero Hondas biggest strength that it has more than 35,00,000 satisfied customers.
KI DHADKAN

Future of the Company:Being a master of the automobiles sector HH is consistent with its amazing performance. Hero Honda has been a successful story in an otherwise dull market. Positing a over 1 million sales in the financial year 2001-02 the company has out ridden all the players. The company signed two of most popular celebrities. Hritik Roshan and Sourav Ganguly to be brand ambassadors. That should further help the (Both its) company in maintaining its following.

Both its duly launched models, the CBZ and Passion have received highly positive response and created new segment for the company so the future of two companies seems very good and profitable.

List of group companies: Hero Motors Hero Exports Hero Cycles Majestic auto Ltd. Munjal Showa Ltd. Gujarat Cycle Ltd. Hero Honda Motors Ltd. Hero Cycle Ltd. (Unit 2) Munjal and Sunbeam Castings High way cycle Industries. IN PURSUIT OF EXCELLENCE "We, at Hero Honda, are continuously striving for synergy between technology, systems, and human resources to provide products and services that meet the quality, performance, and price aspirations of our customers. While doing so, we maintain the highest standards of ethics and societal responsibilities, constantly innovate products and processes, and develop teams that keep the momentum going to take the company to excellence in the new millennium".

1.3

INTRODUCTION ABOUT SHIVANI MOTORS PVT. LTD.

Mr. Vijay Bhai Agarwal started his business career 1968 in Patna in the textile trade. By the year 1975, he along with his Brothers Mr.Ajay Bhai Agarwal & Mr.Sanjay Bhai Agarwal had diversified in the promising distribution and logistical support business. In natural progression, Automobile giants like HMT (1976), Kinectic Honda (1980), Bajaj Tempo (1980), Maruti Udhyog (1981), LML (1982), Kinetic Engineering (1980) and various others joined association with M/S Vijay Agricultural Implements and established long term relationship. Even Today the firm in Bihar and its branches in Gujarat are growing at a tremendous rate and its presence is being felt in the Surat area with the newly acquired Dealership of the prestigious HERO HONDA Dealership for Surat.

OUTSTANDING PERFORMANCE AND ACHIEVEMENTS

1) Shivani Motors Pvt Ltd, Varachha Road, Surat Opened its gates on the 26th Sept,

2002 and has been in the forefront of HERO HONDA sales & service ever since. 2) The sales figure for the first Three Months for a newly eastablished dealership is a new record at HERO HONDA & is quoted as mark of outstanding sales effort from Shivani Team. 3) The Genuine Spares sales reached a record 3 lacs in the first month itself and promises to grow from the retail counter at the location workshop. 4) The design of the entire showroom and in built workshop/warehouse & further construction was done at a seemingly impossible time frame of 4 months flat. Its a vision and dedication to this exercise that realized this goal & The shivani team is looking forward to grow much more in a

CONCEPT OF CONSUMER BEHAVIOUR

2.1 Concept 2.2 What is Consumer behaviour 2.3 Buying Behaviour Model 2.4 A Model of Consumer behaviour 2.5 The Birth of Buying idea 2.6 Factors Influence consumer behaviour 2.7 Buying decision process.

CONCEPT
Knowledge of the buying behaviour of consumer is essential for a market. The consumers bring the changes in the market. It is essential task for marketing behaviour of target Market. The Consumer market consist the individual and household the buy goods and Services for personal consumption. It is attempted to understand and predict human actions in the buying role. It has assumed growing in the importance under Market Oriented or Customer Oriented working planning and Management. Consumers very tremendously in age income adulation level and Preferences. Marketer fined it useful to distinguisia different consumer groups and to develop products and services tailored to their needs. Consumer behaviour always involves choice. Buying behaviour includes acts of individual directly involves in obtaining and using economics Good and Services includes sequences of decision processes that proceed and determine these acts. Actual purchase is only a part of the decision process in buyers behaviour we consider not only why now and what people buy other factors. Such as where how offer and under in find analysis buyer is one of the most important keys to successful Marketing.

WHAT IS

CONSUMER BEHAVIOUR

The wealth and services product in a country make an economy strong. Almost all the product which are available to buyer, have a number of alternative supplies that is suitable products are available to customers. Who make a decision to buy products? There fore, a seller most of his time seeks buyers and tries to please them. In order to successful, a seller is concerned with: Who is Consumer? What do Consumers buy? When do Consumers buy? How do Consumers buy? From where do Consumers buy? Why do Consumers buy? A buyer makes a purchase of a particular product or a particular brand and this can be termed Products buying Motives and the reason behind the Purchase from particular Seller is Patronage Motives. The buyer may take a decision whether to save or spend the money. When he decision to spend them there are many problems as to what to purchase because needs are numerous. Which leads to ranking the needs in terms of priority? Those the problems are consumption problems where to buy whom to buy etc.

BUYING BEHAVIOUR MODEL

Out Side Marketing Product Price Place Promotion Stimuli Other Economic Technological Political Cultural

Buyers Black box Buyer Buyer Characteristics Decision

Buyers Response Products Choice Brand Dealer Purchase Purchase Choice Choice Amount Timing

A MODEL OF CONSUMER BEHAVIOUR

In earlier times Markets could understand consumers through the daily experience of selling to them. But the growth in the size of forms and Markets has removed many Marketing decisions from direct contract with customers increasingly; numbers have had to turn to consumer research. The Company that understands how Consumer will respond to different Product features, price, advertising appeals and so on will have an enormous advantage over the competitors. Therefore business and academic marketing researching have invested much energy in researching the relationship between marketing stimuli and Consumers response. Marketing stimuli including Four P Products, Price, Place, and Promotion. Environmental stimuli consist economic technological political and cultural. All of these stimuli pass through the buyers black box and Produce the buyer Purchase decision shown. On the Product choice, brand choice, dealer choice, Purchase timing, Purchase amount.

THE BIRTH OF BUYING IDEA

Mr. Hiren owns a bike. The bike causing or dissatisfactions because of some defects or troubles in it. He decisions anticipates the idea of a troubles free and dependable bike. He decides not to buy a bike of the same make, because of dissatisfaction and lack of confidence. Thus a thought seed about a new bike is born in him, the movement he thinks. I must replace the bike the buying idea comes up with the thought in his mind, he thinks of the benefit, and this leads to future thinking what sort of a bike will give the benefit he wants. The benefits make two desires. He makes the desire. He may bike, which can give the desire benefit. He makes enquires an. Observation through talking to his friends, he selects one or two possible bike. By this he wants to confirm his decision about the make he wishes to buy. He reads advertisement about the new bike. He chooses one with all the possible advantage and which is wholly dependable. Mr. Hiren is a prospective Customer to dealer.

FACTORS INFLUENCING CONSUMER BEHAVIOUR

Factor influencing the consumer behaviour are internal needs, motives, perception and attitude as well as external- family, social group, cultural, economic, business influences, etc.

1. Economics Factors.
An economics factor of buying behaviour is undisplinary it assumes that Consumers are economics. When are they following the principle of maximization of utility based on the low of diminishing Managerial utility? As economic when, consumer evaluations rationally the alternative in terms of cost and value received. They try to maximize their utility or satisfactory while spending them scarce resources of time, energy and money.

2. Psychological Factors
Psychology has contributed much to the markers to understand the buyers psychology explains how consumers learn about a product and how they can recall from the memory. The development of buying habits, this includes the following factors: a) Motive:A buying motive is the reason why a person buys particular products. It is the driving force behind buying behaviour and may be based on psychological or psychological want marketers are in rested in patronage motives such as store loyalty and brand loyalty. b) Perception:Perception causes the behaviour in a certain way perception influences this

Behaviour. It gives direction to the taken by the behaviour. It the meaking we have on the bases on our past dependence. c) Learning:Learning refers to changes in behaviour brought about by practice or

experience. Almost every timing one does or timing is learned product features such as price quality services, brand, packing, etc. Act as hints influencing consumers response. d) Attitude:Attitude is a state of mind of fillings it includes a per disposition to behave in

source way. Attitude core very important in explaining buyers behaviour. A change in attitude leads to changes purchasing attitude and modify buyer behaviour knowledge of consumer attitude can product redesigning packages and developing and evaluating promotional programs. e) Personality:In general perception attitude belief lead collectively to a consistent response

by the individual to his environment. This consistent pattern or behaviour is termed as personality its primary teachers are self-concept role and level of consciousness.

3. Social Factors
This includes the following factors: a) Family:Most consumers belong to a family group. The family can exert considerable influence in shaping the pattern of consumption and indicating the decision making role personal value attitude and buying habits have been shaped by family influences.

b)

Reference Group:The small group to which the buyer belongs influence buyer behaviour. A

human being is considered as a social animal spending much of his or her life in group situation, group norms direct attention of its member to a new style of a product. c) Social Class:As a predictor of consumption patterns marketing management is familiar with

social classes consumers, buying behaviour is determined by the social class to which they cespires rather than by their income belong. Proudly speaking we have distant social classs upper, middle and lower classes usually stress rationality, exhibit sense of choice making whereas consumers of lower classes have essentially no rational purchases and show limited sense of choice making. The three social classes will have differences in the stress they patronize. The magazines they read and abutting and furniture they select social class may act as one criterion for market segmentation. d) Culture:A culture is as distinctive way of life of a group of people their complete design

for living it is the man made pan or mans environment the sum total of his knowledge. Belief morals customers. Art laws etc it includes the attitude and values of a whole society and affects the ways in which we do things, see tuniy, use things and judge things in every culture. European culture, American culture etc. Marketing strategies can developed for each culture separately.

BUYING DECISION PROCESS

The process consists include following step: Recognition of an unsatisfied need Identification of alternatives Evaluation of alternatives Purchase Decision Post purchase decision 1. Recognition of an unsatisfied need:When a person has an unsatisfied need the buying process begins to satisfy the needs generally the unsatisfied need leads to tension. The nature of the want indicates the speed with which a person moves to fulfill the unsatisfied want which is of high pressing need on the basis of need and its urgency forms the order of pointy. 2. Identification of Alternatives:Different alternatives are available in the market the consumer must know the brand of the product which gives maximum satisfaction and the person has to source out for relevant information of the product brand location etc.

3. Evaluation of Alternatives:This is a critical stage especially with regard to the costly items consumers have different alternatives. The attributes tastes color price durability etc. have different preference the marketers must understand this process. 4. Purchase Decision:By considering the likes and dislikes of alternatives one is about to take a decision as to buy one will consider with reference to product type price quality etc. A seller can facilitate such consumers to understand the products through advertisements. 5. Post Purchase Decision:Feedback information is important as for as a seller is concerned. A brand preference maturely repeats sales to a marketer. A satisfied buyer is a silent advertisement. A satisfying dependence of a buyer tends to strengthen the brand preference.

INTRODUCTION OF THE PROBLEM

3.1 Introduction of the Problem 3.2 Title of the Project 3.3 Statement of the Problem 3.4 Research Objective 3.5 Important of the Study 3.6 Scope of the Study

INTRODUCTION OF THE PROBLEM

This problem should be briefly described and it is salient features brought out the explanation should cover the following points: 1) Title of the Project 2) Statement of the Problem 3) Research Objective 4) Important of the Study 5) Scope of the Study All this point will inform the reader the purpose and the scope of the study to show that how the study is related to the requirement of the problem. 1. Title of the Project:THE RESEARCH OF CONSUMER BEHAVIOUR ON PURCHASING HERO HONDA This topic is chosen because in every automobile industry consumer behaviour plays a vital role in designing future policies regarding two wheeler motorcycles. 2. Statement of the Problem:This particular topic is chosen because in the most of the Management of the marketing organization the Consumer Buying Behaviour play vital role for the entire programme. The changes in the market are brought by the Consumer. The needs and wants and the desire of the consumer and their buying behaviour greatly depend upon their income, status and Physical behaviour of the potential Consumer as they evaluation purchase

Consumers and tells other about two products and services. The project is aimed at studying the buying behaviour of different line of people and the basic of the study to know needs and wants and desire of consumer. The project is aimed actually what consumer demand from the company and to know how this can be derived is a very difficult task so this is very make important to study consumer behaviour. In this day of cutthrout competition it is very necessary to give full satisfaction to consumer to stay in the competitive market and this can be done only when company knows attitude of the customer to wards it is product consumer behaviour play more important role in the success of a company for this purpose the study has conduct. 3. Research Objective:This topics is selected because in the most of the industry which produced consumer goods. CONSUMER BUYING BEHAVIOUR plays very important role for the success of the company. The project is aimed at the study of different types of people towards twowheeler and based on the study. Company knows which type of vehicle people expect from the company. 1. To find out brand awareness of hero Honda and its competitor. 2. To study consumer behaviour about purchasing of Hero Honda Motorcycle. 3. To find out the consumer buying pattern.
4. To study which sources of media really reach to consumer or which highly nearer to

consumer? 5. To study the buying of consumer financial schemes. 6. To find out consumer buying pattern. 7. To find out in term of improvement in promotio0nal tools.

4. Important of the Study:The study helpful for the manufacturing in formulating the strategies and suitable marketing mix to improve the sales of Hero Honda two wheeler Vehicle and taking note of important required in some of the product. Because at the study is based on the consumer survey if will help the company to under stand the consumer need and wants properly and in acceptable will get the concerned product more & more of their choice. The study will also provide basic data help in the research organization for future study and research in area of two-wheeler vehicles industries. At automobiles industries. 5. Scope of the study:The scope of the study is broadly classified in the two aspects: Predicted Out Come of Study. a) Predicted: The marketing department of the company will have an opportunity as how to advertise company product towards the customer or to order new marketing strategies when ever necessary to increase the sale of companies. b) Out Come of Study: If company give more attention an research and development in production of two wheeler vehicles and marketing the some to different destination then bajaj will gain wide market for two-wheeler vehicle in future for his purpose company needs to given almost important to the customer satisfaction.

RESEARCH METHODOLOGY

4.1 Marketing Research 4.2 Research Design 4.3 Data collection Method 4.4 Research Instrument 4.5 Questionnaire 4.6 Pilot Study 4.7 Sampling Plan

Research Methodology
Properly conduct of market survey is a required tool for top management in decision making in order to conduct a useful and objective market research. A research methodology only then the studies conduct can be properly elaborated and commented on so I have conduct research and it include some sub-point and it is given below. 1. Marketing Research:Marketing research is the function which links the consumer, customer and Public to the market trough information-information used to identify and define marketing opportunities and problems, generate, refine and evaluate marketing actions, monitor understanding of marketing as a process. 2. Research Design:Descriptive research gives an account of frequency or the characteristics of some of the variables where casual research help in determined cause and effective relationship. The study seeks to find out the consumer buyi8ng behaviour it purchasing Hero Honda two-wheeler motorcycle. The study also aims of future trends in two-wheeler motorcycle new innovation. 3. Data Collection Method:After research design has been selected the second and more important steps in to collect the required data. There are two types of data: Primary Data. Secondary Data.

For the purpose of the study primary data is collected by directly personal interview of the consumer to know about the problem in Hero Honda two Wheeler Motorcycle segments and collect their view about the purchasing factor. This was flat necessary because people in gravel have a tendency in answering question related their address, age, etc. There are some secondary data collected from Internet, websites, magazine to collect t5he proper information and the market share of the company in different twowheeler, motorcycle segments. 4. Research Measuring Instrument:The most Favorable Instrument for collecting data is questionnaire for particular investigations. The questioner is a list of all questions to be asked from the consumer or the respondent. It also provides enough space for answer. Here the investigation is to know consumer behaviour on purchasing Hero Honda Motorcycle to wards two-wheeler vehicle so in the completion; I prepared the questionnaire, which is enclosed of the end of the topic. The questionnaire includes two types of question that is single and multichoise question. 5. Questionnaire:6. Pilot study:A pilot survey undertake of about 20 consumer is Surat city prior to test the main survey with a view to find out that consumer understand questioner where also discussed with the other staff members. The other aspective of study was whether they due to

Answer the questioner not by this the draw back of questioner were conduct of initial study. 7. Sample Design:In the sampling plan the basic and important question is who is to be survey, it is not possible to ask question to every question in the market especially case of consumer goods. I conduct my Survey particular in the Surat city and it is related to Consumer behaviour on purchasing Hero Honda Motorcycle. I get some populated data of the Surat city the population of Surat city is near about 25, 56,648. So it is not possible for me to meet every and each people so I selected sample size by following method. 8. Sample Size Decision When Estimating Proportion The formula for the standard error of a proportion P based on a sample random sample of size n is: (1- ) S.E (p2) -------------N By inverting the above we get (1- ) n= --------------[S.E. (P)] 2 8(100-8) = ------------(2)2 n= 184 N is 184 means 184 so I have randomly select sample size as 185 We assume that S.E. is not more than 2 percent. My sample size is less then 5 percent so Y doesnt need to find revised sample size.

Questionnaire
THE RESEARCH OF CONSUMER BEHAVIOR ON PURCHASING HERO HONDA

Name: ____________________________________________ Address: GENDER: MALE FEMALE Age: Phone no: Education: ATTENDED SCHOOL Graduate Occupation: Student House wife Professional STD 12 ATTENDED COLLEGE Post Graduate Executive Business men Trade shop own Industrialist Service other

1) Which two wheeler motor cycle company are presently available in the Market? a) b) c) d) E) f) 2) Will you /Do you want to purchase any HERO HONDA two-wheeler Motorcycle? Yes (If yes then move toward q.no.4) No (If no then continue) 3) Have you planed to purchase any other two-wheeler motor cycle? Yes Company name model (Now move toward q.no.10) NO THEN PLANNING FOR FOUR WHEELER (Now move toward q.no.15) 4) How did you come to know about this HERO HONDA two wheeler motor? Cycle? News paper Hoarding Magazine Advertising Television Showroom banner On road Friend/Relative

5) Which model do you purchase? CD-100 Street Down

Splendor Passion

CBZ Ambition

6) On which specific occasion did you purchase HERO HONDA two Wheeler motor cycle? On festival Get promotion Bike required On birthday when you start job when you go married 7) Who promotes you to purchase this HERO HONDA two wheeler motor? Cycle? Family member Relative Friend for other 8) Do you considered any consumer incentive before purchasing HERO HONDA two wheeler motor cycle? Yes No 9) What important criteria you considered while purchasing the HERO HONDA two wheeler motor cycle? (Rank any five in ascending order) Price Average Pick up Design Company image Maintenance CC of engine 10) Main reason for you to selecting this particular model? (Rank any five in ascending order) Good looks Easy of driving Low maintenance cost Auto clutch Fuel efficiency Good feeling of power Engine capacity Durability Reasonable price Model reputation Feel proud to own it 11) You had to purchase your two wheeler motor cycle on? Cash basis corporate buying

Loan from bank

Loan from financial institute

12) You are using which two wheeler motor cycle currently? ` Company name Model______________ 13) From where you will purchase your two wheeler motor cycle? Shivani motors Dhru motors Siddhi automobiles V.I.P. automobiles A.S. MOTORS AUTO POINTS Rama motors Locals Desai Auto Mobiles Ganga Automobile Ambika Auto K. Dadabhai Auto 14) You will use this two wheeler motor cycle mainly for? Going with family going to college Travelling for field work Community work 15) Any comments or suggestion.