INDUSTRIAL EXPOOSURE

PRESENTED BY:-CHANDRAKANT SURVE

COURSE:-BBA III
TITLE:- A STUDY OF CONSUMER BEHAVIOUR
 HIGHLIGHTS
•Introduction to the study
•Introduction to the company
•Conceptual framework
•Data analysis and interpretation
•Findings and observations
•Suggestions and conclusion
 INTRODUCTION
“Marketing is social and managerial process and managerial
process by which individual and groups obtain what they need and
want through creating and exchanging products and value with others.”
Study of customer behavior It is the attempt to understand and predict
human actions in buying role. It helps to understand growing
importance under market-oriented or customer-oriented marketing to
do planning and make management to capture the market.
This study helps to understand when, why, how and where
people do or do not buy a product it blends elements from psychology,
sociology, social, anthropology and economics. It attempts to
understand the buyer decision making process, both individually and in
groups. It studies characteristics of individual consumers such as
demographics and behavioral variables in an attempt to understand
people’s wants.
 OBJECTIVES

1) To study consumer’s buying behavior towards Honda bikes.

2) To analyse factors considered by the customer while purchasing Honda
bike.
3) To study the impact of behavioral pattern on buying process.
4) To analyse expectations of consumers after purchase of Honda bikes
5) To give meaningful suggestions if needed.
 RESEARCH METHODOLOGY
A] Primary data: -
•The primary data is collected through survey method by using questionnaire.
Survey is done among the user of Honda bike in Patan city.
B] Secondary data: -
Secondary data can be collected from various sources such as , industry
survey, companies‟ website, reference, books.
In this project secondary data is collected from the companies‟ websites,
books & magazine, projects.

SAMPLING PLAN
Sampling unit:
Here target population is decided and it is who purchased Bike. So the survey
is conducted in particularly in Patan city. There are approximately 190
consumers of Honda bike in Patan city.
Sampling size:
The sample size is 50 respondents.
Sampling procedure:
To conduct this survey definite group of consumers was selected and for this
Convenience sampling procedure used.
Sampling area:
The sampling area of this survey was Patan city region only.
 SCOPE OF THE STUDY

1) Geographical Scope-
The scope of study is related to study in Patan city.
2) Functional Scope-
The scope of study is useful to know customer‟s attitude towards the Honda
bikes. The study makes aware about customer‟s buying behavior concept and
decision making process towards Honda bikes.
3) Analytical scope-
The scope of the study is related to analyzing and the interpretation of
collected data which is collected from market survey.
 LIMITATIONS TO THE STUDY

1) Time limit is one of the major limits of the study.

2) All data is based on personal information.
3) The study was limited only to the Patan territory hence there is limit of the
area.
4) Some respondents do not give the proper information and some refuses to
give information.
 ORGANIZATION PROFILE
M/S: „Dream Motors' Authorized Dealer of Honda Bikes.
Address of the showroom
Dream Motors
Karad -chiplun Road ,Mhalharpeth, Patan
415206
Category-Two wheelers (Bikes & Scooters)

History of the organization-

Mr. Dhiraj Pawar is the owner of dream motors. He has started the showroom
in 2013.
In the last 5 years he became one of the best sellers in the Honda bikes. Mr.
Dhiraj Pawar is handling the showroom from the initial time. He is the founder
and owner of the Dream Motors.
Vision- “To make Dream Motors Agency, one of the best service provider &
Dealer in territory and archive and maintain customer trust”
Mission- “To provide best service to the customer and give excellent customer
satisfaction”
 CONCEPTUAL FRAMEWORK
The two wheeler industry has been growing steadily over the years in
all over the world. Today India is third largest manufactures of two wheelers in
the world. It stands next to the Japan and China in terms of selling and
producing of two wheelers. Until 1990 geared scooters dominated the two
wheeler market so much so their sales of motorcycles and mopeds are equaled.
Today the customer preference has shifted from geared bikes to the mopeds.
With rising fuel cost and more stringent norms imposed by the government,
there is distinct consumer preference for high efficiency. The study of
consumer behavior plays important role in framing and marketing the
customer needs and satisfactory approaches.
Factors affecting consumer-buying behavior-
1.Cultural Factors
a) Culture

2. Social factors
a)Reference group
b)Family
c)Role and status

3. Personal factors
a)Age and Stages in the life cycle
b)Occupation and Economic circumstances
c)Life style, Personality and Self-concepts

4. Psychological factors
a)Motivation
 DATA ANALYSIS AND
INTERPRETATION
AGE
Age group No. of Respondents Percentage
24 to 29 25 50%
30 to 35 12 24%
36 to 41 8 16%
Above 41 5 10%
Total 50 100%

Age Group
10%

24 to 29
16%
30 to 35
50%
36 to 41
Above 41
24%

Interpretation-
Above chart & Graph it shows that 50% of the respondents are from age group from 24-29 years,
24%, 16%, 10% are from age group between 30 to 35, 36 to 41, and 41 and above respectively, this shows that
Honda bikes are mostly preferred by Youth whose age is From 24 to 35 that is with youth.
• OCCUPATION
Occupation No. of Respondents Percentage
Business 5 10%
Employee 18 36%
Farmer 22 44%
Student 5 10%
Total 50 100%

10% Occupation
10%

Business
Employee
Farmer
36%
Student
44%

Interpretation-
Above chart & Graph it shows that it is observed that 50% of the user
respondents are farmer and 10% are students and 36% respondents are employee. It
shows that Honda bikes are mostly preferred by farmers. Students are not using that much
comparatively.
• MONTHLY INCOME
No. of Respondents Percentage
Less than 15,000 35 70%
15,001 to 30,000 10 16%
30,001 to 45,000 4 8%
45,001 and above 1 2%
Total 50 100%

Monthly Income
1

4
Less than 15,000
10 15,001 to 30,000
30,001 to 45,000
35 45,001 and above

Interpretation-
Above chart & Graph it shows that it is clear that 70% of
the respondent are from income group below 15000 and 10% of
the respondent have income more than 30,000.
 FINDINGS AND OBSERVATIONS
 Advertisement and friends creates more impact on the respondents as it
creates awareness about Honda bikes.

 As the Indian culture people purchases the bikes on festival like Dasara and
Gudhi padawa.

 People mostly uses the Honda bikes for job travelling.

 Advertisements like banners, transport media, news papers, etc. creates

more awareness in people about Honda bikes.

 Most of the people purchases Honda bike because if technical

specifications like HET engine which gives more power and consumes less
fuel.
 SUGGESTIONS

• According to informal communication with customers it suggested that, the

waiting period after order of some bikes should be lesser.

• According to informal communication with customers it is suggested that

various Sales promotion techniques should be provided to customer,
positively it will affect the sale of bikes.
 CONCLUSION

It is concluded that Honda Company is one of the top bike selling

company and also it has great customer service.. They are modifying them as
per the changing expectation of customer. It is because the great effort they are
taking in market research to study consumer behavior. Company also has good
supply chain which helps the customer to get product according to their
convenience. Promotion tools are used in effective manner that acquire large
geographical area. All survey helps to know us that all functioning of Dream
Honda are up to date. Dream Honda is a leading bike seller in the Patan region.
Thank you