A Project Study Report on Training Undertaken at ADVENT AUTOMOBILES P. LTD.

Titled

CONSUMER BUYING BEHAVIOR FOR THE PRODUCTS OF HONDA

Submitted in partial fulfillment for the award of degree of bachelor of business administration in lieu of paper 406

2013-2014 Under the supervision of :Submitted ByBhawani Singh Shekhawat Asst. Prof. BBA sem. IV

S. S. JAIN SUBODH P.G. COLLEGE

University of Rajasthan , Jaipur

CERTIFICATE
This is to certify that Bhawani Singh Shekhawat student of B.B.A. {4 Sem] of S.S.Jain Subudh P.G.College, Jaipur has successfully completed a project report on CONSUMER BUYING BEHAVIOR FOR THE PRODUCTS OF HONDA . Under my supervision she has prepared this project on the basis of training received at Advent Automobiles Ltd. For a period of 45 days. To the best of my knowledge this is an original peace of work. Date : Asst. Prof.

ACKNOWLEDGEMENT
I would express sincere regards to our faculty for his valuable guidance and suggestions from time to time.

I express my sincere thanks to my project guide

Mr.Bhawani Singh Shekhawat for

guiding me right from the inception till the successful completion of the project. I sincerely acknowledge her for ascending their valuable guidance, support for literature, critical review of the project and above all the moral support she had provided to me with all stages of this project. I would also like to thank the supporting (Sales Executive) for their help and cooperation through out our project.

Bhawani Singh Shekhawat

PREFACE
Practical training is one of the major components for any professional course like B.B.A. This is the real place where a professional is tested in the field. As per the stipulation of Rajasthan University, I had undergone a practical training at Advent Automobiles P. Ltd., JAIPUR. It was a good exposure for me to undergo training in such a company. I was able to get familiarized with the field component that will help me in building my career. The training at Advent Automobiles P. Ltd., JAIPUR gave me knowledge about the scope of bikes in India. It helps me know about the growing motor bike industry in India and about the adaptation of marketing strategy as per the need of organization. Marketing Strategy plays a vital role for any business of any kind as it proves to be an important factor-connecting producer to the market with many interfaces. For this project Jaipur and its adjoining areas are selected.

CONTENTS

Chapters Chapter 1 Introduction

Particulars Introduction to Industry

Chapter 2 Chapter 3

Introduction to Company Theoretical Background Consumer Buying Behavior Problem Definition Objective Study

Chapter 4

Limitation of Study Research Methodology Introduction Research Design Sources of Data Sampling Plan

Chapter 5 Chapter 6 Chapter 7

Data Collection Method Data Analysis and Interpretation Facts and Findings SWOT Analysis Conclusions

Recommendation & Suggestion Appendix Bibliography Questionnaire

CHAPTER: 1

HISTORY OF HERO HONDA

COMPANY PROFILE

INTRODUCTION
Throughout the centuries man has striven to expand his capabilities through the use of machine. His ever inventive mind has constantly devised ways to use tool to increase his abilities to explore the world around him. To go faster, deeper, higher and further than before. Coupled with his need to find new thrills, new adventures and new modes of transportation, the invention refinement of the motorcycle seems an inevitable out come. It would seem that Michelangelo conceived of the bicycle as early 14 th century. And his drawing shows a remarkable resemblance to he modern day bike. It had wheels of similar size and even pedals and chain. Albeit without any apparent means of steering. Through never built, it was a remarkably clever design, and early bicycle makers would have done well to study his concepts, there have, in fact been 4 machines built based on his drawing, attesting to the viability of his design. It wasnt until 1869 that the first serious attempts were made to produce motor driven bicycles. These very first were powered by steam, and driven by leather belts or as in the case of the roper steam velocipede of 1869 by a system of levers attached to a crank on the driven wheel. In 1885 the Daimler, Europe this is consider by many as the first true motorcycle or motor bicycle, as it was the first to employ an internal combustion engine and was designed from the ground up to be motor powered. Designed by gottlibe Daimler it was powered by an Otto cycle engine producing about horse powers. Note this design again employed wooden wheels and Daimler dropped the twist grip controls from his 1877 design in favor of leavers on the frame. In 1894 Hildebrand and Wolfmuller, France Worlds first production motorcycle. It came with a 1428 cc water cooled four-stroke motor producing 2.5 bhp. And speed of 25 mph. In 1898 orient-Aster, USA the American made production motorcycle was this entry built by the Metz Company, in Waltham, mass, it used an aster engine that was a French copy of the Metz Company, in Waltham, mass.

INTRODUCTION TO INDIAN TWO WHEELER INDUSTRY

The two-wheeler industry in India has grown rapidly in the country since the announcement of the process of liberalization in 1991 by the then finance minister Dr. Manmohan Singh, now Prime Minister of India. Previously, there were only a handful of two-wheeler models available in the country. Currently, India is the second largest producer of two-wheelers in the world. It stands next only to China and Japan in terms of the number of two-wheelers produced and the sales of two-wheelers respectively. In the year 2008-2009, the annual production of two-wheelers in India stood at around 7600801 units. The trend of owning two-wheelers is due to a variety of facts peculiar to India. One of the chief factors is poor public transport in many parts of India. Additionally, two-wheelers offer a great deal of convenience and mobility for the Indian family. Bajaj auto began trading in imported Vespa Scooters in 1948. Meanwhile Automobile Products of India (API) commenced production of scooters in the country in the early 50s. Until 1958, API and Enfield were the only producers of two-wheelers in India. However, Bajaj signed a technical collaboration in 1960 with Piaggio of Italy to produce Bajaj Scooters. This deal expired in 1971. The condition of motorcycle manufacturers was no different. Until the mid 80s, there were only three major motorcycle manufacturers in India namely Rajdoot, Escorts, and Enfield. The twowheeler market was opened to foreign manufacturers in the mid 80s. The industry, which had seen a smooth ride before, faced fierce foreign competition. Motorcycle companies like the Yamaha, Honda, and Kawasaki, set up plants in India in collaboration with various Indian two-wheeler companies. Companies like Escorts, Rajdoot and faced immense competition from smaller 100 cc Japanese technology motorbikes. Bikes manufactured by Hero Honda, the only company manufacturing four-stroke bikes at that time, gained massive popularity.

In the mid 80s, Kinetic introduced a gearless scooter in collaboration with Honda. This scooter became instantly popular with the younger generation, especially people who found it difficult to use geared scooters. The introduction of scooters created another segment for people such as women and teenagers who could not get used to driving either motorcycles or gearless scooters. Many companies such as Kinetic, TVS, and Hero also started manufacturing mopeds that proved immensely popular with people who wanted a simple riding machine. The change in the governments policy owning to pollution control norms and the Kyoto agreement saw the phasing out of two stroke two-wheelers from production. Currently there are around 10 twowheeler manufacturers in the country, they being Bajaj, Hero, Hero Honda, Honda, Indus , Kinetic, Royal Enfield, Suzuki, TVS, and Yamaha. The latest trend in the two-wheeler market is the introduction of electrically operated vehicles from a range of manufacturers such as Indus and Hero. These can be recharged from convenient household electrical points. The only disadvantage is speed, which is restricted to around 25 miles per hour. Currently, the motorcycle market is witnessing a demand for higher volume engines. Previously, the 100 c bikes were very popular owning to the high fuel efficiency offered. However, the market is maturing fast. Sensing this movement, the manufacturers launched various models in 125cc, 135cc, 150cc, 160cc, 180cc, 200cc, 225cc, and even 250cc by considering not only fuel efficiency but power as well.

Our two wheeler industry is divided into three categories : Motorcycle :- Motorcycle dominates the industry and almost 4.2 million motorcycles are sold

annually. Hero Honda is the clear leader in motorcycle and sell more than 185000 motorcycle monthly followed by Bajaj Auto and selling more then 105000 , Honda 55000,and remaining by others (Yamaha , LML, Kinetic etc) . Ungeared scooter :- Ungeared scooter segment is also growing quickly and the total industry size is almost 54000 vehicle monthly. Honda enjoys the leading position and is on top with 21000 followed by TVS 20000 kinetic 9000 and Bajaj 4000. Geared scooter :- geared scooter facing negative growth from last 3-4 years the total industry size is 25000 thousand vehicle monthly Bajaj stays on the top by selling 15000 thousand vehicle followed by Honda 9000 and remaining by other.

History OF COMPANY

Type Founded Founder

: : :

Public company September 24, 1948 Soichiro Honda Takeo Fujisawa Minato, Tokyo, Japan

Headquarters : Key People Industry : :

Satoshi Aoki (Chairman) Takanobu Ito (CEO) Automobile Truck Manufacturer Motorcycle Automobiles Trucks Motorcycles Scooters Atvs Electrical Generators Robotics Marine Equipments Jets Jet Engines

Produce

The Honda

The Honda story is the story of one man, Soichiro Honda, and his unparalleled achievement of bringing motor cycles to the masses. Soichiro Honda was a racer, a businessman, and a manufacturer. But most of all he was a dreamer. He dreamed of a better way of making piston rings, founded a small company, and began production. He dreamed of giving people everywhere an economical form of transportation, and began producing small motorcycles, including one built in 1949 called the D-Type Dream. He also loved racing too. So his company built bigger and faster machines, two, four, five and sixcylinder race bikes and won the Isle of Man. Honda Motor Company is by far the world's biggest motorcycle maker. Honda's first motorcycle was born out of necessity in immediate post World War II Japan, where public transportation was desperately overcrowded and gasoline severely restricted. Looking for a solution to his, and thousands of others', personal transport problems, Honda came across a job lot of 500 war surplus two-stroke motors designed to power electric generators; nobody else wanted them so Honda picked them up cheap. His aim was to adapt them for attachment to push-bikes and, by October 1946, his small factory in Hamamatsu was making complete, makeshift motor bikes using proprietary cycle frames. Because gasoline was in short supply, Honda adapted his motors to run on turpentine, a fuel that he himself distilled from pine trees and sold throughout Japan. Turpentine (or gas thinned out with turpentine) was not the best thing for powering motorbikes, and required a lot of strenuous pedaling to warm the engine up enough before you could get going. Honda's first bikes were very successful and supplies of the surplus engines ran out after a few months. Business was good by then, so he decided to manufacture his own motors. Using the surplus motor as a model, Honda designed and built his own 50cc engine. In November 1947, the 1/2 horsepower A-Type Honda was being manufactured and sold as a complete motorbike. Because the motorbike gave off a lot of smoke and a stench of turpentine it was known as the "Chimney".

Soichiro Honda started Honda Motor Company in 1948, at the age of 41. Soon after he hooked up with financial whiz Takeo Fujisawa and together they built an empire. 1948 saw Honda introduce a 90cc version of the A-Type known as the "B-Type". By 1949 Honda came out with the "D-Type". Mr. Honda was involved in every step of the twostroke D-Type Dream's design and manufacture. This was Honda's first motorcycle. This was far from simply slotting a motor into a pushbike frame. Honda called his machine 'The Dream', because his dream of building a complete, motorcycle had come true. Soichiro Honda was an engineer and was always looking to produce better and more sophisticated machines. It turned out to be the 146cc, OHV, four-stroke E-Type Dream. A powerful machine producing 5 1/2bhp capable of 50mph. It had a steel frame and proper suspension front and rear. By October 1951 the new Dream was in production at the rate of 130 units per day. In 1952 Honda produced the first "Cub" F-Type, a 1/2 horsepower, 50cc, two-stroke engine that was produced in huge numbers. You could get one to fit to your pushbike or buy the complete red and white Honda "Auto Bai". Less than a year after its Introduction, production was 6500 units per month, at that time it was 70% of Japan's powered two-wheeler market. In 1953 Honda produced the 90cc, four-stroke single, a motorcycle of even greater sophistication. This was known as the Benly, in Japanese this means "convenience". The J-Type Benly had a threespeed gearbox, produced 3.8bhp, a pressed steel Frame, rear suspension with the engine and swinging arm on a sprung pivot, and telescopic front suspension. Before long they were selling at a rate of 1000 units a month.

In 1954 a 200cc scooter, the Juno, was introduced to capture some of the sales from the Vespa scooter copies that were being built in Japan. Honda produced different versions of the Dream and Benly motorcycles over the next few years incorporating different size engines (up to 350cc) and other refinements.

In September 1957 Honda introduced their first twin-cylinder motorcycle, the sophisticated 250cc OHC four-stroke C70 Dream. It was the forerunner of Honda's high-performance 125 and 250cc twins. In early 1958 Honda fitted an electric starter to the 250cc Dream and named it the C71 and, in 1959, the latest Benly an incredibly sophisticated 125cc OHC four-stroke twin, capable of 70mph was introduced as the C92. In July 1958 Honda introduced in Japan what became the world's most successful motor cycle, the C100 Super Cub. The Super Cub was developed over three years to be a cheap and practical motorcycle that literally anyone could use. It used a 50cc four-stroke OHV motor and centrifugal clutch with three-speed transmission. It was so easy to operate that even new riders could ride it as easily as a pushbike. Its innovative frame without a crossbar made it popular with the ladies and set a new trend in commuter motorcycling. The word "scooterette" was coined to describe this step-through style motorbike which sold in 50, 70 and 90cc versions. In 1959 it was the first Honda motorcycle sold in the U.S., eventually becoming the world's bestselling vehicle (30 million to date). As proof the original concept and design was perfect is the fact that today's C50, C70 and C90s have only detail changes to set them apart from the machines of 25 years ago. That same year, 1959, Honda introduced the 250cc C72 Dream in Amsterdam. This was the first Japanese bike to be officially shown in Europe. It surprised the crowd with its unusual pressed steel frame, swing arm and front leading link forks, sophisticated OHC all aluminum engine, electric starter and indicators. In the UK learners had just been restricted to motorcycles of this size and wanted the fastest bikes they could legally ride. The Honda's were the fastest 250s around, and the C72 with its improvements like 12-volt electric's and wet sump lubrication, successor of the C71, was capable of 80mph and could still get 66 miles per gallon.

The CB92 retained the pressed-steel frame and leading link forks while the CB72 received a tubular style frame and telescopic front suspension. In 1961 two years after Honda started selling Super Cubs, Honda stunned the racing world with "Mike the Bike" Hailwood's twin victories at the Isle of Man. It was the first of an unprecedented string of victories that was only the beginning of Honda's racing tradition. From the beginning, Mr. Honda dedicated his company to racing, racking up over 100 major motorcycle championships around the world. What was learned from building high-performance racing machines later led to the development of groundbreaking production of motorcycles. The classic CB72 and CB77 helped fuel interest in riding, got America on two wheels, and established Honda as a serious player. The Hawk name has appeared on Honda models CB72, CB77, CB400T, NT650, VTR1000F ever since, the latest being the 1998 VTR1000F. In 1962 this breakthrough advertising "You meet the nicest people on a Honda" shattered the myth that motorcycles were only for tough guys and rebels. It reached out and made Honda and motorcycling in general, appealing to everyone. The C77 a 305cc version of the Dream and the CB77, a Super Sports motorcycle producing 28.5bhp were introduced in 1963. In 1964 the C95 a 154cc version of the Benly and a 161cc version Of the CB160 was also offered. The Hondells recorded "Little Honda" in 1964. Honda entered the American pop culture as the subject of this hit song. In 1965 Honda, always eager for a new market, jumped into the big leagues with their first big, fast production motorcycle, the innovative 43bhp CB450 twin. This was a double overhead-camshaft machine with torsion bar valve springs that would do a genuine 104mph, a machine to challenge the 500cc-plus bikes. Despite its performance, sales of the CB450 worldwide were Poor. A number of engineering changes were made, in 1967 a five-speed gearbox was added.

In 1967 Honda had their first big off-road win in the "first" Baja 1000. In 1968 Honda stopped production of the CB72 and CB77 and produced a new line of high performance SOHC twins with five-speed gearboxes, called the CB250 and CB350, with the CB350 able to hit 106mph. At the Tokyo Show of 1968 Honda, after months of tantalizing rumor, unveiled a landmark achievement that would change the motorcycling world forever. A 750cc bike with four cylinders and a disc brake that was so fast and powerful a new word, "superbike", was coined to describe it. The CB750F four was the biggest bike out of Japan, proving that a high-performance motorcycle could also be very reliable. In April 1969 Honda set the motorcycle world on fire with the introduction of the CB750. Performance was staggering, easily hitting 120mph and at the time it had better acceleration than anything else on the road. In 1969 the first Honda automobile sold in the U.S., leading Honda to become a preeminent automotive power.

Performance vis--vis Industry

The Indian two wheeler industries has seen a paradigm shift from being a regime of regulation and tight control in the 1980s to a more liberalized and a competitive present day era. After missing out on the initial boom in two wheeler segment during the period of 1993-1996, Honda has emerged as a

world leader. The gap between motorcycles sold by Honda and its closest rival is approximately 1 m units (23% of industry size). One of the reasons for the tremendous performance of Honda is the significant increase of share of motorcycles in the two-wheeler segment, from 42% in FY98 to 77% in FY08. No doubt, that the shift in preference of Indian populace from scooters and mopeds towards motorcycles has facilitated the growth of Honda. However its performance vis--vis industry indicates that the performance of Honda was better than the industry peers, barring two years. In the fourteen-year period ending FY08, it has achieved a CAGR of 30% in two-wheeler volumes against 11% of the industry.

HONDA`S PRESENT STANDING

Honda Motor Company, Japan with its headquarters in Tokyo, has manufacturing operations in 32 countries with 109 production bases.

The company principal of Honda Worldwide is dedication to supplying products of the highest quality yet at a reasonable price for worldwide customer satisfaction. It has 3 business divisions namely 2-wheelers, 4-wheelers and Power Products. Apart from HMSI that manufactures 2-wheelers, the other business divisions in India include Honda Siel Cars India Limited (HSCI) and Honda Siel Power Products Limited (HSPP). The HMSI factory is spread over 52 acres, with a covered area of about 85,815 square meters at Manesar, Gurgaon district of Haryana. The foundation stone for the factory was laid on 14th December 1999 and the factory was completed in January 2001. The initial installed capacity was 100,000 scooters per year, which has reached 6,00,000 scooters by the year by 2007 and motorcycle capacity shall be 4,00,000 per annum. The total investment outlay for the initial capacity was Rs. 215 crores and now the accumulated investment is 800 crores. Honda`s fundamental design philosophy seeks to maximise space and comfort for people, while minimising the space required for mechanical components. With this aim in mind, Honda's R&D activities include product-specific development and fundamental research. Let's talk about few of the advanced technologies that Honda has: Combi Break System Generally, it is not easy to control a 2-wheeler while braking during emergencies and bad road conditions. This system not only allows easy & simultaneous operation of the front & rear brake but also provides optimal braking performance. Once the left side brake lever is pressed, the system distributes the appropriate braking power between the front and rear wheels, which assures complete safety for the rider.

HondaMatic Transmission The compact, efficient & oil pressure controlled Hondamatic Transmission is the world's first fully automatic transmission system, which delivers a dynamic combination of torque & excellent

accelerator response for a constant and superior driving experience. The transmission is being used in Honda's all terrain vehicles. Honda is working hard to introduce this Hondamatic in two-wheelers. Fuel Injection System Honda's fuel injection technology is designed to realize ideal combustion, which results in delivering maximum power output, greatly improved fuel efficiency and yet be environment-friendly. Idle Stop System Honda has created an advanced Idle Stop System that reduces fuel consumption while totally blocking out toxic exhaust gas and unwanted noise. It enables the engine to stop automatically for 3 seconds after the vehicle stops moving. And when the throttle is opened, the vehicle engine restarts and takes off smoothly.

Products of Honda
Honda CBF Stunner

Honda Unicorn

Honda Shine

Honda Activa

Honda Aviator

CHAPTER: 2

CONSUMER BUYING BEHAVIOUR

CONSUMER BUYING BEHVIOUR

The main aim of marketing is to meet and satisfy target customer`s needs and wants. Buyer behavior is the study of the act of a customer who intends to buy a product, his likes and dislikes and the factors that influence his purchasing decision. The field of consumer behavior studies how individuals, groups and organization select, buy, use goods, service, ideas, or experience to satisfy their needs and desires understanding consumer behavior and knowing a customer is never simple. The wealth of products and service produced in a country make our economy strong. The behavior of human being during the purchase is being termed as Buyer Behavior. Customer says one thing but does another. They may not be in touch with their deeper motivations. They are responding to influences that change their mind at the last minute. A buyer may take a decision either to save or spend the money.

Definition of Buyer Behavior:Buyer behavior is all psychological, Social and physical behaviors of potential customers as they become aware of evaluating, purchasing, consuming and telling others about product & service.

Consumer Buying Decision Process There are following five stages in consumer buying decision process.

1. Problem identification:The buying process starts when the buyer recognizes a problem or need. The need can be triggered by internal or external stimuli. Marketers need to identify the circumstances that trigger a particular need. By gathering information from a number of consumers, Marketers can identify the most frequent stimuli that spark an interest in a product category. They can then develop marketing strategies that trigger consumer interest. 2. Information Search:The consumer tries to collect information regarding various products/service. Through gathering information, the consumer learns about completing brands and their features. Information may be collected form magazines, catalogues, retailers, friends, family members, business association, commercial, chamber of commerce, telephone directory, tradefair etc. Marketers should find out the source of information and their relative degree of importance for the consumers. Personal Sources: Family, friends, neighbor, as quittances. Commercial Source: Advertising, sales persons, dealers, packaging, displays. Public sources: mass media, consumer, rating organizations. Experimental sources: Handling. Examine, using the product.

3.

Evaluation of alternative:-

There is no single process used by all consumers in all buying situations. There are several processes included in it. First, the consumer is trying to satisfy need. Second, the consumer is looking for certain benefits from the product. The marketer must know which criteria the consumer will use in the purchase decision.

4.

Choice of purchasing decision:-

From among the alternatives available the consumer makes the solution. There are a few questions in the mind of a buyer like what to buy?, What type of product he must buy?, From whom he must buy?, What would be the mode of payment? And so on... The marketer up to this stage has tried every means to influence the purchase behavior, but the choice is properly consumer`s. In the evaluation stage the consumer forms preferences among the brands in the choice set. The consumer may also form an intention to but the most preferred brand.

5. Post Purchase Behavior:After the purchase of the product, the consumer may experience the same level of product or he may not. The Marketers job does not ends with the buying of product by customer. After selling of the product he must monitor the post-purchase satisfaction, post-purchase action, post-purchase use and disposal.

Post Purchase Satisfaction:-

The buyer`s satisfaction is a function Of closeness between the buyer, `s expectation and the products Perceiver performance. The larger the gap between expectation and performance the greater is the consumer dissatisfaction.

Post purchase Action:-

The Consumer`s satisfaction or dissatisfaction with the product influence subsequent behavior. If the consumer is satisfied, he or she will exhibit a higher probability of purchasing the product again. Dissatisfaction among the consumers may abandon and boycott the product.

Post-Purchase Use or Disposal:-

The marketer should also monitor new buyers use and dispose of the product. If the consumer store the product in a close, the product is probably not very satisfying. If the consumer throws the product away, the marketer needs to know how they dispose of it; especially it can be hurt the environment.

Characteristic of Buyer Behaviors The chief characteristics of the buyers behaviors are as follow:-

(1) It consists of mental and physical activities which consumers undertake to get goods and services and obtain satisfaction from them.

(2)

It includes both observable activities such as walking through the market to examine

merchandise and making a purchase and mental activities-such as forming attitudes, perceiving advertising material, and learning to prefer particular brands.

(3) Consumer behavior is very complex and dynamic and is constantly changing. And therefore, management needs to adjust with the change otherwise the consumer may shift to other product.

(4) The individuals specific behaviors in the market place is affected by internal factor, such as need , motives, perception, and attitudes, as well as by external environmental influences such as the family social groups, culture, economics and business influences.

CHAPTER: 3

PROBLEM DEFINITION

OBJECTIVE OF STUDY

LIMITATIONS OF STUDY

PROBLEM DEFINITION
To know consumer`s buying behavior and demand in the minds of consumers of Jaipur city because consumer say something and does something. There are many companies manufacturing motorcycles into the market thus the customer gets a choice at a large scale. Therefore, research is required to measure present consumer buying behavior at the purchase of Honda bike. So the researcher`s problem is to identify what are the criteria that prospective customer takes into consideration before buying the motorcycles.

SCOPE OF STUDY
The main scope of the study is limited to Jaipur city. It also analysis the benefits accruing to the company as a result of services offered. This study has been made to find the level of satisfaction the customer has regarding the service provider by bike place.

OBJECTIVES OF STUDY
To know market position of Honda bike in the market. To know consumer behavior for purchase of two wheeler bike.

LIMITATIONS OF STUDY
When the buyers are busy we cant get accurate data from them. According to the time limit of our project we can cover only some area. During survey some respondents may not give answer in a proper manner.

CHAPTER:-4

INTRODUCTION RESEARCH DESIGN SOURCES OF DATA SAMPLING PLAN DATA COLLECTION METHOD

RESEARCH METHODOLOGY
Introduction
Marketing research is the function which links the consumer, customer and public to the marketers through information used to identify and define marketing, opportunities and problems, generates refine marketing action; monitor marketing performance; and improve understanding of marketing as a process. Marketing research specifies the information required to address these issues; designs the method for collection information manages and implements the data collection process; analysis the results and communication the findings and their implication.

Research definition:
Research is careful inquiry or examination to discover new information and relationship and to expand and to verify exiting knowledge, Research always starts with questions or a problem. Its purpose is to find answer to questions through the application of the scientific method. It is a systematic and intensive study directed towards a more complete knowledge of the subject studies.

Research design
Research design is the plan, structure and strategy of investigation conceived so as to obtain answer to research question and to control variance.

- BY KERLINGER

From definition it is evident that research design is more or less a blueprint of research. At the outset may be noted that there are several ways of studying and tackling a problem. There is no single perfect design. The research design can be classified in to three broad categories: (A) (B) (C) Exploratory Descriptive Casual

Exploratory research is focus on the discovery of ideas. Exploratory research is carried out to define problems and developed hypothesis to test later. An exploratory study is generally based on the secondary data that are readily available. It does not have to change its focus of direction, depending on the availability of new ideas and relationship among variables. Descriptive studies are undertaken in many circumstances. Descriptive studies can be complex, determining a high degree of scientific skill on the part of the researcher. Casual research helps in determined cause and effect relationship between two or more variables. The present study seeks to find out the consumers attitude towards buying of bike. The study also aims at findings out the drawbacks of the marketing set up of Honda Motors PVT. LTD. So this makes the study a descriptive one.

Sources of Data
The sources of data collection methods are as follows.

a) Primary data:The primary data is the one that we collect for the first time from the market and is also used first time in the research. We also say that the information is first time in the research decision. To collect the primary data questionnaire is prepared structure non-disguise questionnaire is prepared.

b) Secondary data:Secondary data are those data which are already collected by someone for some purpose and are available for the present study; secondary data are already collected by the companys records and other librarys books. When the secondary data are sufficient, the researcher has to be satisfied with the primary sources of data. Secondary data can be used as bases for comparison with primary data that have been collected by questionnaire.

Data Collection Method

Researcher instruments is the tool by which the researcher can do research on specific problems or objective. The most popular research instrument for collection data is Questionnaire for a particular investigation. It is simple for a moiled set of questions presented to respondents for their answers. Due to this flexibility, it is most common instrument used to collect the primary data. During the pre- testing of questionnaire, I saw the reaction of respondents and suggestions required to make changes in research instrument.

The questionnaire contains three types of questions.

Open-ended question:It is helpful in knowing what is uppermost in the minds of the respondents. It gives complete freedom to the respondent.

Dichotomous questions :It has only two answers in form yes or no, true or false, use or do not use. So the respondent is offered two choices.

Multiple-choice question:In this, the respondent is offered two or more choices.

Sampling plan
Sampling is a process of obtaining the information about the entire population by examining a part of it .The effectiveness of the research depends on the sample size selected for the survey purpose.

(A)sample Site:-

The survey was conducted in Jaipur city. (B)Sampling Unit:It means Who is to be surveyed. Here target population is decided who are interested to purchase Bike and sampling frame is developed so that every one in the target population has known chance of being sampled. So the survey is conducted particularly in Jaipur City.

(c)SIMPLE SIZE:For the purpose of proper survey, there is need of perfect research instruments to find out sample size for more accurate result about buying behavior of bike. The sample size is 100 respondents.

(D)Sampling Method:A stratified random sample is one where the population is divided in to mutually exhaustive strata or sub-group and then a simple random is selected within each of strata on age groups, occupation etc. It may be noted that stratification does not means absence of randomness. I use a simple random sampling method.

CHAPTER: 5

1. AGE WISE CLASSIFICTION

Age (in year) 18-20 21-25 26-30 31-35 36-40 41& above Total No. of respondents 30 37 15 06 07 05 100 Percentage (%) 30 37 15 06 07 05 100

Age wise Classification

7, 7% 6, 6%

5, 5% 30, 30% 18-20 21-25 26-30 31-35 36-40 41& above 37, 37%

15, 15%

(Sources: Questionnaire-personal Detail)

Comment:- Above Graph shows that 30% of respondent in age group of 18-20, 37%of respondent in age group of 21-25, 15% of respondent in age group of 26-30, 7% and 5% respondent are come in Occupation Servicemen Student Business Profession Others Total 36-40 and 41&above. No. of respondents 30 47 12 08 03 100 Percentage (%) 30 47 12 08 03 100

2. OCCUPATION WISE CLASSIFICATION

(Sources: Questionnaire-personal detail)

Comment:- Above Chart Shows that 30 respondent are Servicemen out of 100 and 47 are the Income Level No. of respondents <= 5000 54 5000-10,000 25 10,000-15,000 11 15,000-20,000 07 20,000 Above 03 Total 100 students. 12 respondents are businessman. Percentage (%) 54 25 11 07 03 100

3. INCOME WISE CLASSIFICATION

Income Wise Classification

7, 7% 11, 11%

3, 3% 5000 5000-10,000 10,000-15,000 54, 54% 15,000-20,000 20,000 Above

25, 25%

(Sources: - Questionnaire Personal Detail) Comment:Above graph shows that 54% of respondent`s income is <=5000 income level, Second 25% of respondents are in 5000-10,000 income level. 11% of respondents are in 10,000-15,000, 7% of respondents are in 15,000-20,000 and remaining 3% of respondents are in above 20,000 of income level.

4. SOURCES OF FINANCE Sources of Finance By cash By Loan Total No. of respondents 45 55 100 Percentage (%) 45 55 100

55 60 50 40 30 20 10 0 By cash By Loan 45 45

55

No. of respondents Percentage (% )

(Sources: - QuestionnaireQue.8) Comment:Above Graph shows that 55 people purchase Honda Bike For by Loan and 45 people purchase Honda Bike from Cash.

5.ANALYSIS OF PREFERING AUTO MOBILE Auto Mobiles Advent Satnam Shrerit Other Total No. of respondents 20 17 11 52 100 Percentage (%) 20 17 11 52 100

(Sources: - Questionnaire Que.7) Comment:Above Chart shows that out of 100, 52 % respondents prefer other Automobile to purchase bike. 20 % respondents prefer Advent Automobile to purchase bike.

6. FROM WHICH SOURCE YOU COME TO KNOW ABOUT THE BIKE?

Sources News Paper T.V.Advertisement Friends Others Total

No. of respondents 31 23 29 17 100

Percentage (%) 31 23 29 17 100

(Sources: - Questionnaire Que.3) Comment:-

Above graph shows that 48 % respondents come to know from the other. Then 26 % respondents come to know from the friends. 14 % & 12 % respondents come to know from T.V. Advertisement & news paper respectively.

7 AGE V/S USAGE OF VARIOUS COMPANY`S MOTORCYCLE

Age (in year) 18-20 21-25 26-30 31-35 36-40 41& above Total

Hero Honda 15 23 09 02 01 01 51

Bajaj 05 06 02 00 2 01 16

Honda 05 03 01 01 02 00 10

Yamaha 02 03 03 01 01 02 12

TVS 03 02 00 02 01 01 11

Total 30 37 15 06 07 05 100

(Sources: - Questionnaire personal detail) Comment: Above Charts shows that 10 of total 100 respondents use Honda Companys Motorcycle. Hero Honda leads the market by 51.

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

Sources Father Self Mother Others Total

No. of respondents 46 42 10 02 100

Percentage (%) 46 42 10 02 100

(Sources: - Questionnaire personal detail & Que-4) Comment:Above Graph shows that 46 % respondent`s father takes the decision for purchasing bike. And 42 % respondents take decision themselves for purchasing bike. 9. WHAT FEATURES YOU CONSIDERS WHEN YOU PURCHASE BIKE PLEASE GIVES THE RANK.

Weightage Attributes Price Less maintenance Style Durability Mileage Easy Driving Brand Reputation Color Pick up Total

6 Excellent 30 18 21 10 24 20 17 28 19 187

5 Very Good 20 11 18 17 19 12 19 19 22 157

4 Good 18 17 19 16 14 21 14 18 15 152

3 Average 16 30 10 24 17 23 21 13 20 174

2 Poor 10 13 11 21 09 10 17 10 14 115

1 Very Poor 06 11 21 12 17 14 12 12 10 115

Total 100 100 100 100 100 100 100 100 100 900

(Sources: - Questionnaire personal detail & Que-5) Comment:- Above chart show that maximum no of respondents are give more weightage to the price.

10. RATE THE FOLLOWING ATTRIBUTES OF SHOW ROOM

Attributes Available After Service Knowledge Of Sales man Service Infrastructure Total

Excellent 30 16 20 25 12 103

Very Good 24 35 21 18 29 127

Good 18 24 23 27 20 112

Average 16 15 20 19 17 87

Poor 12 10 16 11 22 71

Total 100 100 100 100 100 500

(Sources: - Questionnaire personal detail & Que-6) Comment : Above chart shows that 30 respondents out of 100 are available who give Weight age on the excellent and second 35 respondents out of 100 are after service who gives Weight age on the Very Good, 23 respondents are Knowledge of salesman who give Weight age on the good, 27 respondents are service who give Weight age on the good, 29 respondents are Infrastructure who gives Weight age on the Very Good 11. RATE THE FOLLOWING SCHEMES THAT ATTRACT YOU MOST.

Attributes Festival Offer Exchange Offer Special Gift Cash Discount Anniversary Offer Total

Excellent 43 15 20 11 14 103

Very Good 21 31 19 21 13 105

Good 12 29 30 19 12 102

Average 14 12 20 34 20 100

Poor 10 13 11 15 41 90

Total 100 100 100 100 100 500

Comment:Above graph shows that in festival offer 43 respondents out of 100 are give an excellent, then in exchange offer 31 respondents out of 100 are give a very good rank, in special gift 30 respondents are give a good rank, in cash discount 34 respondents are give a average rank 12. RATE THE FOLLOWING FEATURE ON BASIS OF WHICH YOU HAVE PURCHASE HONDA BIKE

Attributes Mileage Available Price After Service Pick up Style Color Average Total

Excellent 31 14 16 20 21 18 20 27 167

Very Good 26 25 22 31 36 25 24 24 213

Good 15 32 42 25 17 15 26 20 192

Average 18 16 11 14 15 26 10 15 125

Poor 10 13 09 10 11 16 20 14 103

Total 100 100 100 100 100 100 100 100 800

Comment:Above graph show that respondents give more weightage to the price then after they give more weightage to the mileage before purchasing motorcycle. CHAPTER: 6

Facts and Findings

The study shows that 10 respondents are using Honda bikes. The current trend is that respondents give maximum no of point to price and mileage. The study show that 48 respondents came to know from others and 26 respondents came to know from friends about Honda bikes. The study shows that 55 respondents purchased Honda bikes by Loan and 45 respondents purchased Honda bikes by cash. The study shows that 31 respondents give priority to mileage. The study shows that more no. of respondents gives more weightage to price. The more no. of serviceman, Students, Businessmen, and others give more weightage to the price and Professionals give more weightage to the mileage. The study shows that 46 respondent`s father take a decision to purchase bike And 42 respondents take a decision themselves to purchase a bike. The study shows that 30 respondents give rank to available in show rooms and 35 respondents give rank to after service.

 The study shows that 43 respondents give excellent to festival offer and 41 respondents give poor rank to the anniversary offer. The study shows that 54 respondents purchase Honda bike whose salary is below 5000 income.

CHAPTER: 7

STRENGTHS
Ability to understand customers needs and wants Recognized and established brand name Effective advertising capability

WEAKNESSES
Lack of promotion and advertisement Lack of discount, ad on gifts and festive offers Combustion chamber not more than 150 cc in any of the bikes

OPPORTUNITIES
Global expansion into the Caribbean and Central America Expansion of target market (include women) Become Indias leader in the scooter market

THREATS
Hero Honda, being an established brand in the country and this may create difficulty for Honda to capture market. Bajaj is emerging as a new competitor.

 Strengths Ability to understand customers needs and wants Recognized and established brand name Effective advertising capability

Weaknesses

Lack of promotion and advertisement. Lack of discount, ad on gifts and festive offers Combustion chamber not more than 150 cc in any of the bikes.

Opportunities Global expansion into the Caribbean and Central America Expansion of target market (include women) Become Indias leader in the scooter market

Threats Hero Honda, being an established brand in the country and this may create difficulty for Honda to capture market. Bajaj is emerging as a new competitor.

CHAPTER: 8

SUGGESTIONS

1.

Honda should introduce a low price moped.

2. For the promotion, company should make road-show that will Increase the sales. 3. The company should give more emphasis on the advertisement. 4. As people expect more mileage per kilometer, company should increase the mileage of the Honda bike. 5. Honda should introduce a sports model like CB 1000 RR in Indian market which can attract young generation. 6. Neither there is any discount offer nor any kind of gift offers at the time of purchase of bikes. So the company must launch such schemes to promote sales.

BIBLIOGRAPHY
Kothari C.R., Research Methodology (2006), Wishwas Publication Kotler Philip, Marketing Management 12th (Millennium) edition (2003), Prentice-Hall of India Private Limited, New Delhi F.W. Taylor Mc. Graw Hills Francis Cherunilam James A.O. Brien J.C. Gandhi www.Honda2wheelersindia.com www.wikipedia.com www.smokeriders.com

QUESTIONNAIRE
A STUDY ON CONSUMER BUYING BEHAVIOUR AT THE TIME OF PURCHASING OF HONDA BIKES.

Do you own a bike?

(a) Yes

].

(b) No [ ]

If yes than,

Which company`s bike do you have at present?

Company`s Name ____________________

With whom did you referred to before purchasing the bike?

(A) News paper (B) Friends

[ ] [ ]

(C) TV advertisement [ ] (D) others [ ]

Who is decision maker for purchasing of bike in your family?

(A) Father (B) Self

[ ] [ ]

(B) Mother (D) other

[ ] [ ]

How you purchase bike?

(A) By cash

[ ]

(B) By Loan

[ ]

6
attributes

What features you considers when you purchase a bike. Please give rank.

excellent

Very good

good

Average

Poor

Very poor

Price Less maintenance Style Durability Mileage Easy driving Brand reputation Color

Rate the following attributes of show room

Attributes Available After sales Services infrastructure

From where are you purchasing___________?

(A) Advent Auto (B) Satnam Auto

[ ] [ ]

(C) Shrerit Auto (D) others

[ ] [ ]

Rate the following schemes that attract you most.

attributes Special offer Exchange offer Special gift Cash discount

10

Rate the following features for which you have purchase Honda Bike.

Attribute Mileage Available Price After service Pick up

11 give your suggestion.

_____________________________________________________________________________ ____________________________________________________________________________

CUSTOMER PERSONAL INFORMATION:-

A. Name: - ___________________________________________ B. Address:-___________________________________________ ___________________________________________ ___________________________________________ C. phone no:-__________________________________________

D. Age (in year):18 to 20 26 to 30 36 to 40 E. Occupation:Services [ ] Students [ ] Others [ ] Businessman [ ] Professional [ ] [ ] [ ] [ ] 21 to 25 31 to 35 41 & above [ ] [ ] [ ]

F. monthly income:5000 10,000-15,000 20,000 Above [ ] [ ] [ ] 5000-10,000 15,000-20,000 [ ] [ ]

Sing.___________________ Date.___________________