Hero Honda - Splender

A survey on Consumer Perception of Hero Honda Splendor plus
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Definition of Marketing:-
Marketing is the process of ascertaining consumer needs converting them into

a product or service and then moving product or service to the final consumer to
satisfy such needs and wants of specific costumer segment. With emphasis on
profitability, ensuring optimum use of the resources available to the organization.
1.2 INTRODUCTION TO MARKETING
To be a marketer, we need to understand what marketing is, how it works, what is

marketed and who does the marketing.
What is marketing?
Marketing deals with the identifying and meeting human and social needs. One of the
shortest definitions of marketing is “creating and meeting needs profitability.”
The American Marketing Association offers the following common definition:

“Marketing is an organizational function and set of for creating, communicating, and
delivering value to customers and managing customer relationships in way that
benefit the organization and its stake holders.”
We see marketing management as the art and science of choosing target markets and
getting, keeping and growing customers through creating, delivering and
communicating superior customer value.
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1.3 The Scope of Marketing
While marketing can be stated as a distinct function of the marketing manager; it has
certain tools by which one can scan, monitor, assess & reach to the market and
implement any strategies they formulate; perhaps one needs to understand the strong
insights of consumers instead of implementing mere boardroom ideas, for which the
study of perception is the first step.
1.4 INTRODUCTION TO PERCEPTION
“There is the known and the unknown; between which lies the doors to the world of
perception” – Anonymous
“The most important thing is to forecast where customers are moving, and to be in
front of them”. - Philip Kotler, to forecast where consumers are moving we need to
understand what consumers, perhaps, for any commodity, perceive and what
motivates them to make decisions on purchasing a particular commodity.
Motivation is a need that is sufficiently pressing to drive the person to act. As rightly
said by A.Maslow; motivation is the one that is arranged in an increasing hierarchy for
a man from physiological needs to self-actualization needs.
Perception is the process by which an individual selects, organizes, and interprets

information inputs to create a meaningful picture of the world.
Among motivation and perception, a marketer can only understand consumers’

perception (to a reasonable extent at least). Perception is what that helps marketers to
succeed the battle based on information than based on mere sales power.
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Several factors influence the extent to which stimuli will be noticed. One obvious
issue is relevance. Consumers, when they have a choice, are also more likely to attend
to pleasant stimuli (but when the consumer can’t escape, very unpleasant stimuli are
also likely to get attention—thus, many very irritating advertisements are remarkably
effective).
Perception depends not only on the physical stimuli but also on the stimuli’s relation
to the surrounding field and on conditions within the individual.
The key word in the definition of perception is individual. One person might perceive
a fast-talking salesperson as aggressive and insincere; another, as intelligent and
helpful.
People can emerge with different perceptions of the same object because of three
perceptual processes: selective attention, selective distortion, and selective retention.
Selective Attention. Can be understood by observing the following:

>>People are more likely to notice stimuli that relate to a current need. A person who
is motivated to get a personal loan will probably notice loan ads; he or she may not
probably notice insurance ads.
>>People are more likely to notice stimuli that they anticipate. You are more likely to
enquire about loan in a bank than their tie-up with an insurance company, since you
do not expect banks to sell insurance.
>>People are more likely to notice stimuli whose deviations are large in relation to
the normal size of the stimuli. You are more likely to notice the 0% interest scheme
than the reduction interest by 0.5% in a loan offer
Selective Distortion. Even noticed stimuli do not always come across in the way the
senders intended. Selective distortion is the tendency to twist information into
personal meanings and interpret information in a way that will fit our preconceptions.
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Perceiving that a bank charging a lower interest on a loan might be too longer or too
shorter in tenure, than actually knowing what exactly the
offer is. Unfortunately, there is nothing much that marketers can do about selective
distortion.
Selective Retention. People will tend to forget much that they learn but will tend to
retain information that supports their attitudes and beliefs. Because of Selective
retention, we are likely to remember good points mentioned about a product we like
and forget good points mentioned about competing products, Selective retention
explains why marketers use repetition in sending message to their target market.
The usage of punch lines, logos, etc., attribute towards selective retention.
1.4 PERCEPTION:
Perception is defined as the process by which an individual selects, organizes

and interprets stimuli into meaningful and coherent picture of the world; a stimulus is
any unit of input any of the senses.
Perception is the process of receiving, selecting, organizing, interpreting, checking
and reacting to sensory stimuli or data.
1.5 CONSUMER BEHAVIOUR:
The term consumer Behaviour refers to the behaviour that consumers display
in searching for purchasing using evaluating and disposing of products and services
that they expect will satisfy their needs. The study of consumer behavior is the study
of how individuals make decisions to spend their available resources [Time, Money,
Effort] on consumption related items. It includes the study of what they buy it, why
they buy it, when they buy it, where they buy it, and how they use it.
“Consumer behaviour is the process where by individuals decide what, when,

where, how and from whom to purchase goods and services”. 5
WHY WE STUDY CONSUMER BEHAVIOUR:
There are various reasons as to why people study consumer behaviour. As

consumer, we benefit from insights in our own consumption related decision: what
we buy why we buy. How we buy and the promotional influences that persuades us
to buy. The study of consumer behaviour enables us to become better that is, wiser
customers.
As marketing’s and future marketers, we are able to understand consumer

behaviour and then we can predict how consumers are likely to react to various
information’s. Which help us to shape the marketing strategies accordingly to gain a
competitive advantage in the marketing.
Consumer behaviour was a relatively new field of study in the mid to late
1960. This new discipline barrowed heavily from the concept enveloping other
scientific disciplines like psychology etc., many early theories were based on the
economic theory, on the notion that individuals act rationally to maximize their
benefits in the purchase of goods and services.
The initial thrust to consumer research was from a managerial perspective here
marketing managers wanted to know the specific causes of consumer behaviour.
They regarded it as an applied marketing. Science; if they could predict consumer
behaviour they could influence. This approach has come to know has positivism and
is concerned with predicting consumer behaviour is know as positivists.
The knowledge of post purchase consumer perception of a product and level of

satisfaction with a product is essential for the manufacturers of a product in order to
get an idea about what the general consumer perceives about the product.
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Splendor being the largest selling motor - bike in India is in very much demand.
Splendor contributes around 60% profits to the Hero Honda Company. Splendor
being a leader in the segment of 100cc motor bike, the company is not willing to drop
the brand in near future and hence it has re-engineered its product by naming the
brand as Splendor plus. Splendor plus almost resembles the old model of Splendor but
varies in some attributes like Design of the Head-light etc.
The subject seems interested because of the re-engineering of the project thereby, to
understand the perceptions of the consumers towards the new Splendor plus.
The study covers response of the consumers through survey and the underlying object
of the report is to understand the change in perceptions among the consumers. And,
which ultimately contributes to the strategy formulation to the Company. A detailed
questionnaire was used for collecting the information from the consumers and
analysis of the same is done in the report. Valuable suggestions are made at the end of
the study based on the response of the respondents.
Understanding the minds of customer is a difficult task faced by the marketer.

A product is understood differently by the consumers and it occupies prominence in
the strategy formulation of the marketing manager. Two wheeler segment is the one
sector which is facing very rapid change and it is vital for the consumer to understand
his customer as to design his product to satisfy him successfully.
Splendor plus is the re-engineered product of Hero Honda motors India Ltd.
And as well a improvised version of the successful splendor brand. Hence, it is very
important to understand the customer’s reaction towards the product and the level of
satisfaction.
1.6 THEORETICAL BACKGROUND:
Perception can be described as “how we see the world around us.” Two
individuals may be subject to the same stimuli under the same apparent conditions but
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how each person recognizes them, select them, organizes them, and interprets them is
a highly individual process based on each person’s own needs, values, and
expectations. The influence that each of these variables has on the perceptual process,
and its relevance to marketing, will be explored in some detail. First, however, we
will examine some of the basic concepts that underlie the perceptual process. These
will be discussed within the frame work of consumer behaviour.
1.7 Definition of Sales Management:-
Sales Management may be defined as the art and sciences of managing the
sales personal, with the other activities like advertising ,sales promotion, marketing
research , physical distribution,, pricing merchandising, and so on,,.(Defined By
American Marketing Association)
The Planning direction and control of personnel selling including recruiting

selecting, equipping, assigning, routing, supervising, paying & motivating as this
tasks applied to personnel sales force which has a great link, to distribution channel
and external public.
Sales management is integral sub system of marketing management, which

translates marketing plan into marketing performance. This has got specific objectives
within the organizational objectives & mainly aims at achieving this effectively &
efficiently. Thus sales management acts as the back bone behind the e marketing
management.
Sales Management has acquired an important position coz it’s the bridge
between customer and the organization. This has got great responsibility both to
employees and customers.
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8 SALES MANAGEMENT OBJECTIVES
SALES PROFITABILIT
GROWTH
VOLUME Y
1.9 Sales Management Functions
• Sales and Personnel Administration.

• Market Research.
• Personnel selling.
• Sales Promotion.
• Advertising.
• Sales management involves a multitude of responsibilities. A sales Manager in
a modern organization has to plan direct and control
• Personnel selling efforts of the company. His task does not stop with the
achievement of sales quotas. He is also responsible for bringing in the
recognized profit. In addition he is also responsible for creating good image of
the company and it s product.
• Infect the Modern sale man has to do marketing rather than mere selling. A
company expects the sales manager to customer oriented as well as profit
oriented.
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Setting Sales Goals and achieving them.

Sales manager sets sales goods for the sales team or for the sales men. And
bears the responsibility for achieving more goals. They assist the firm in measuring
market potential and in developing sales forecast and sales budget. In Addition Sales
Manager Have to develop the sales program and achieve the forecasted sales by
implementing the sales program.
Building the Sales Organization

It is the responsibility of sale manager to build the sales organization. They are
required to ensure that the sales organization is maintained in good condition. Capable
of effectively implementing the personal selling program of the firm. And the sales
policies and the strategies of the firm. In addition sales manager also required to
provide assistance in planning marketing programs like product mix, advertising
pricing distribution and sales promotion.
Ensuring Growth and Managing Change in the Organization.

Sales Manager plays an important role in ensuring the growth of the firm. In
addition they assist the company the in managing changes. In the dynamic market
customer preferences.
1.10 Sales Organization

Sales Organization deals with size of the organization and the complexities of
the products, methods and measures of selling necessitate the identification of selling
as a separate organization within the whole system. Sales organization is used to
attend the qualitative and quantitative objective of personnel selling.
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Sales organization allows delegation of authority and assignment of
responsibility and achieves co-ordination and balance.
Sales Organization are Set up by undertaking the Five Activities :
• Define Their Objectives.

• List down the activities necessary to carry out this objective.
• Group the activities into jobs or positions.
• Assign staff to manage these positions.
• Provide for co-ordination and control
1.11 ADMINISTRATIVE FUNCTIONS
• Designing the sales organization structure.

• Formulation of sales policy.
• Sales forecasting and sales planning
• Setting up sales programme and sales campaign
• Pricing. I.e. fixing the terms and condition of sales pricing policy.
• Deciding the channels of distribution
• Direction and Motivation of Sales man
• Dealers Relation
• Evaluation of performance of Sales man and middle man.
• Co-Ordination communication and control of sales activities.
1.12 OPERATIONAL FUNCTIONS
• Location and allocation of line manager for sales department.

• Recruitment and selection of sales man.
• Training of sales man.
• Routing of sales man.
• Controlling and fixing remuneration of sales man.
• Supervising Sales man.
• Quotas setting and evaluation of sales performance.
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• Tackling physical and distribution problems.
• Co-coordinating sales man operation and other sales functions like
advertising,market analysis, sales promotion etc...
1.13 STAFF FUNCTION
• Market analysis and research

• Advertisement and publicity
• Sales promotion and sales program.
• Sales analysis
• Dealer relation.
• Problems of transportation and warehousing.
• Personnel services and after sales services.
• Sales planning and programming.
1.14 DUTIES AND RESPONSIBILITIES OF SALES MANAGER
• Sales planning.
• Merchandising.
• Distribution.
• Resource mobilization and plan executions.
• Sales control.
• Marketing research.
• Sales budget.
• Sales promotion and advertising
• Management of sales force.
• Sales office organization and financing.
• Communication
• Control.
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SALES ORGANISATION CHART
u MARKETING MANAGER
GENERAL SALES MANAGER
DEPUTY SALES MANAGER
ASISTANCE SALES MANAGER
BRANCH SALES MANAGER
FIELD SALES MANAGER
SALES MAN 1 SALES MAN 2 SALES MAN 3
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1.15 SALES FORCE
Sales force is the personnel used in the selling activities, who promote the total
efforts of the organization. Thus personnel selling are the part of the total promotional
activity of a firm, which along with product, price, and place management goes a long
way in meeting the overall marketing objective of the entire organization.
Salesmanship is the one of the part of the personnel selling and can be used
and can be considered as a skill under in this.
Personnel selling can be defines as the art of persuasion, which motivates the
customer to buy products, which provide them suitable benefits.
Sales force interacts with the prospective customers in a variety of ways,

depending on the products and situation. This is type of face to face communication,
which helps getting an immediate feed back through observing the reaction of the
prospective customers. A personnel selling is focused directly on target audience.
Sales force Objectives

• To Service the existing customers by maintaining a good relationship with
them and by follow up of their orders.
• To get new customers
• To carry out selling task entirely if other elements of promotional mix are not
at work.
• To help the trade sell the company’s product line to motivate the trade to keep
product line in stock and inform them about our changes therein.
• To act as a technical consultants for complex products and make consumer
aware of our marketing strategy.
• To help the middle man sales force, and solve the administrative problems.
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Sales objectives are qualitative in terms of direction and quantitative in terms
of goals. Quantitative personnel selling objectives are short term and keep on
changing.
1.16 SALES PROMOTION
Sales promotion is those marketing activity other than personnel selling, advertising
and publicity that stimulate consumers purchasing and dealer affective ness such as
display, shows, exposition, demonstrations, and various other non recurrent selling
efforts not in the ordinary rooting.
(According to American marketing association) Sales promotion accelerates action

by changing the process value relationship of the brand. This persuades the customers
that the product with the promotional tool is the very much worthy.
Principles of Effective Sales Promotion
1. It attempts to accomplish goals better than the other sales activities.

2. This employs a specific type of promotional tool that most closely fits the
condition and the sales goals.
3. It is aimed primarily at the consumers. But at the same time it offers positive
incentives to the trade, sales force, or other influential groups.
4. It is consistent with present or potential behavior patterns of the groups
involved.
5. It uses emotional, as well as rational, appeals of self interest.
6. This has a uniqueness variety and creative imagination.
7. This is clear simple and easy to understand and execute.
8. It is consistent with the brand image.
9. This creates a win-win situation between the traders and the customers.
10. This has sufficient impact to achieve the stated sales goals.
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Functions of Sales Promotion:
• It serves as a connecting link or a bridge between advertising and personal

selling, which are the two wings of the promotion, through effective
incentives.
• It helps sales man to boost their selling.
• It helps in producers to produce new product.
• It can promote the product sales.
• It stimulates the customer to buy the new product.
• It attracts urges and persuades the customer to buy the product.
Purpose of Sales Promotion
• To create new customers

• To retain the existing customers.
• To compact competition.
• To attract middle man, to stock more and sell more, which benefits
manufacturer.
• To improve the efficiency of the sales man.
Advantages of Sales Promotion.
• It stimulates in the consumers a favorable attitude towards the product.

• It creates better incentive in the consumers to make a purchase.
• It gives direct inducement to consumer to take immediate action.
• It is flexible. It can be used at any stage of new product.
• The sales promotion leads to low unit cost of product due to large scale
production and large scale selling.
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• It is an effective support for a sales man. It helps the sales man and makes his
effort more productive.
• The sales promotional tool are most effective in rising the sales volume, when
there is slump-in demand.
Sales Goals.
The main basic goals are as follows
1. To increase the sales volume.
2. To contribute to the profits of the organization.
3. To ensure continues growth of the organization.
The other Objectives of the Sales Management are as follows:
• To enable the top marketing executives. To devote more time to planning and
policy matters.
• To divide and fix responsibility and authority, among the subordinates and the
sales man.
• To avoid repetitive duties.
• To fix responsibility.
• To establish sales routine.
• To stimulate the efforts of those concerned with selling.
• To enforce proper supervision of sales force.
• Fix sales budgets, sales quotas and sales territories.
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1.17 SALES POLICY
Sales policy regulates and guides the sales process and program through
comprehensive sales plan. Sales policy is a pre determined, well thought out
code, which guides sales personnel. Every action of sales emerges from a sales
policy. A business conducted must be in such a manner that it should be
appreciated by the customers and by the employees and results in customers
good will, employee’s satisfaction and continuous profit.
Some of the sales policies with regard to functions are as follows.
 Product policies.
 Product-line policies.
 Product quality and service policies.
 Distribution policies.
 Pricing policies.
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3.1 INTROUDCTION TO AUTOMOBILE INDUSTRY
History of two wheelers:
The Britannica Encyclopedia describes a motorcycle as a

bicycle or tricycle propelled by an internal-combustion
engine (or, less often, by an electric engine).
The motors on mini-bikes, scooters, and mopeds, or
motorized velocipedes, are usually air-cooled and range from 25 to 250 cubic cm (1.5
to 15 cubic inches) in displacement; the multiple-cylinder motorcycles have
displacements of more than 1,300 cubic cm.
The automobile was the reply to the 19th-century dream of self-propelling the horse-
drawn carriage. Similarly, the invention of the motorcycle created the self-propelled
bicycle. The first commercial design was a three-wheeler built by Edward Butler in
Great Britain in 1884. This employed a horizontal single-cylinder gasoline engine
mounted between two steer able front wheels and connected by a drive chain to the
rear wheel.
The 1900s saw the conversion of many bicycles, or pedal cycles by adding small,
centrally mounted spark ignition engines. There was then felt the need for reliable
constructions. This led to road trial tests and competition between manufacturers.
Tourist Trophy (TT) races were held on the Isle of Man in 1907 as reliability or
endurance races. 19
Such were the proving ground for many new ideas from early two-stroke-cycle
designs to supercharged, multivalent engines mounted on aerodynamic, carbon-fiber
reinforced bodywork.
Invention of Two Wheelers

The invention of the first two-wheeler is a much-debated issue. "Who invented the
first motorcycle?" may seem like a simple question, but
the answer is quite complicated.
Two-wheelers owe their descent to the "safety" bicycle,
i.e., bicycles with front and rear wheels of the same
size, with a pedal crank mechanism to drive the rear wheel. Those bicycles, in turn
descended from high-wheel bicycles. The high-wheelers 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.
Gottlieb Daimler (who later teamed up with Karl Benz to form the Daimler-
Benz Corporation) is credited with building the first motorcycle in 1885, one wheel in
the front and one in the back, although it had a smaller spring-loaded outrigger wheel
on each side. It was constructed mostly of wood, the wheels were of the iron-banded
wooden-spoke wagon-type, and it definitely had a "bone-crusher" chassis!
This two-wheeler was powered by a single-cylinder Otto-cycle engine, and

may have had a spray-type carburetor. (Wilhelm May Bach, Daimler's assistant, was
working on the invention of the spray carburetor at the time). If two wheels with
steam propulsion can be called a motorcycle, then the first one may have been
American.
One such machine was demonstrated at fairs and circuses in the eastern US in 1867.
This was built by one Sylvester Howard Roper of Roxbury, Massachusetts. There is
an existing example of a Roper machine, dated 1869. A charcoal-fired two-cylinder
engine, whose connecting rods directly drive a crank on the rear wheel, powers it.
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This machine predates the invention of the safety bicycle by many years, so its chassis
is also based on the "bone-crusher" bike.
Origin of Motor-Scooters
Edward Butler, an Englishman, built the first motor tricycle in

1884. The first gasoline-engine motorcycle to appear publicly
was built by Gottlieb Daimler, of Bad Constant, Germany, in
1885. The first practical engines and motorcycles were
designed by the French and Belgians, followed by British,
German, Italian, and American makers.
The popularity of the vehicle grew, especially after 1910. During World War I the
motorcycle was used by all branches of the armed forces in Europe, principally for
dispatching. After the war it enjoyed a sport vogue until the Great Depression began
in 1929. After 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 practice of attaching auxiliary engines to bicycles in Western Europe and parts of
the United States led to the development during the 1950s of a new type of light
motorcycle, the moped. Originating in Germany as a 50-cubic-centimetre machine
with simple controls and low initial cost, it was largely free of licensing and insurance
regulations except in Great Britain.
The more sophisticated motor scooter originated in Italy soon after World War II,
led by manufacture of a 125-cubic-centimetre model. Despite strong competition from
West Germany, France, Austria, and Britain, the Italian scooters maintained the lead
in the diminishing market. The scooter has small wheels from 20 to 36 cm (8 to 14
inches) in diameter, and the rider sits inside the frame. Power units are placed low and
close to the rear wheel, which is driven by bevel gearing or chain.
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3.2 INTRODUCTION:
An automobile is transport equipment, which is made up of a frame supporting

the body certain power developing and transmitting units and there are further
supported by wheelers and tyres through the springs and axies. The power is
supported through the engine. The automobile moves through the friction of the
contact between the road and the wheel. The protection and comfort is given by the
body of the vehicle.
Initially man tamed and trained certain animals for carrying heavier loads to
greater distance at speeds higher than the man could carry. These means of transport
provided by nature to man has a limited regard in terms of load to carry, distance
covered with the load and also the speed of traveling with are with out luggage’s.
3.3 DEVELOPMENT:
Capitan Nicholas Cuglot, A French man is considered to be the father of “the

automobile’’. He was the first to built the self-propelled road vehicle with a three
wheeled coach fitted with a steam engine in 1769-70. in 1802, Richard Trevitluch
built the first practical steam engine, which co7uld move at a speed 21/2 miles per
hour only for a period of 15 minutes. In 1863, a French invited Lenoir, invented and
automobile propelled by gas engine. And during the next few years there was a large
amount of experimental work carried out both on engine and carriages.
It was during the year 1876, Otto and Langen in Germany invited and
designed and internal combustion engine. The actual development of the modern
automobile dates back to 1885. Gottlieb Daimler in Germany patented and internal
combustion engine. Daimlers engine is considered as the first high speed, light
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construction engine and this development is considered as the greatest achievement
in the history of automobiles.
It was not before 1900 that the improved design of automobiles fully
awakened the public to the greater utilities if this new form of transportation. The
production and sales of vehicles became a real business during 1900-1906, where in
various great names in automobile industries started appearing Packard, olds mobile,
ford, overland, white etc.
The year that followed 1906-1920 are considered the 3rd era mass production
and inter changeability methods permitting lower price production.With the year 1920
bean the period of gradual change and refinement in the automobile design. The
spark ignition gasoline engine was power plant of motor vehicle. The steam and
electric engines were already discarded. The engines were located in the front of
chassis. Water-cooled engines had established their university. The main idea in the
designers mind has established to create a vehicle running under all conditions of
weather and time, increasingly comfortable and easy to operate. The main changes
had been the increased tyre life, replacement or rigid front axle with independent
front-wheel hydraulic brakes, increased engine compression ratios and use of stronger
and cheaper new materials.
In India, before partition some assembly plants were only established at

Bombay, Calcutta and madras by leading foreign manufactures. In order to create and
manufacture indigenous products, two Indian factories, the premier automobiles ltd.
And Hindustan motors ltd was setup was the progressive manufacturer instead of
assembly from imported components. On recommendation of the traffic commissions,
government of India discouraged the activities of assemblers to ensure economic
output of the automobiles in 1953 and provided a further protection to the industry in
1956 with priority for manufacturer of commercial vehicles, expansion of capacity of
existing units and increased production of diesel vehicles.
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3.4 TWO WHEELER AUTOMOBILES

Introduction:
Since the time of captain Nicholas cugnot, considered father of “the

automobile” (1769-70), these had been a demand and search for a minimum cost
motoring and a low cost travel vehicle. Its evaluation was further necessitated by
requirement of a personal transport of lightweight for moving smaller distances or
short journey travel with just the driver. The resulted in the development of two
wheeled scooters, motorcycles and other similar vehicles.
In the field of personal transport, the development of two wheelers is a major
revaluation. It is highly maneuverable in addition to begin safe and easy to drive. It
combine the extremely low operating costs of the single cylinder two-stroke engine
with the comfort and cleanliness usually associated with a motorcar. They are the
man of economic transport for different purposes.
History of two wheelers:

The bombing of the Piaggio aircraft works at Pontedeara, Italy during the
second world war resulted in its worsen conditions. The main problem of the staff
was movement from one end of the vast factory to other end as well as to different
section of the factory.
Piaggio decided to build a tiny run about powered by a 98 cc Two-Strock Engine
placed along side the rear wheel. This tiny run about having a modest amount of
bodywork with an open frame and a platform for the rider to put his feet as well as
small wheels and a front shield was the proto type of modern vespa scooters., due to
market this product with certain modifications. The capacity was raised from 98 cc to
125cc and styling was improved. First production version of the vespa appeared in
1946.
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Vespa and Lambretta designed by brilliant engineers applying original ideas to
a set of required conditions were the original trend setters. Since their first
appearance in most war Italy as a popular from of personal and low cost transport,
they have been developed to a high degree of reliability and in a variety of forms and
design.
The post war period witnessed the development of various types of two
wheelers and appearance of different manufacturers in different countries from Italy
to continental Europe, Britain, America, Asia and Russia. Although each country has
its own specific operational requirements like cost, regulations, road and weather
conditions, yet the scooters of Italian origin were the pace setters, and met majority of
the demand. But they had certain advantages as well as disadvantages outside Italy.
The original scooters being quite bare without any provision to protect the rider
against the weather had poor lighting and complete absence of parking lights.
Although they were acceptable in country like Italy yet in France and continent, they
were a rarity.
Reliability of a particular design of two wheelers is assessed by experience.

Certain weaknesses or limitations are liable to be present in new or relatively
unknown designs. In case a particular design is backed by a good spares and
servicing system, the limitations are not serious.
3.5 BRIEF HISTORY OF HERO-HONDA MOTORS

Hero Honda motors limited is a joint venture between hero groups, the world’s
largest bicycle manufacturers and the Honda motor company of Japan id today the
leading manufacturing of India’s largest selling motorcycle. On 12th December 1983
the shareholders agreement was signed and in 1984 January 19th the company was
incorporated at dharuhera. Hero Honda limit5ed gave India nothing less than a
revolution on two wheels. Made even more famous by the “FILL IT, SHUT IT, and
FORGET IT” campaigns, driven by the trust of over 40 lakh customers. The Honda
product range today commands as much as 47% making it a veritable giant in the
industry add to that technological excellence an experience dealers network and
reliable of the sale companies.
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Infact, every second bike sold in India today is hero Honda customer
satisfaction. A high quality product, the strength of Honda technology and hero
groups dynamism have helped hero Honda motors limited scale new frontiers and
exceed limits.
In the words of Mr. BRIJ MOHAN LALL MUNJAL, Chairman cum

Managing Director of Hero Honda Motors Limited. “we continue to make every
effort required for the development of the motor cycle industry through new
product development, technological innovation, investment in equipment and
facilities and through sufficient management”.
3.6 Mission Statement:
“We, at Hero Honda, are continuously striving for the 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 new millennium”
3.7 Dealers and service out lets;

Hero Honda Motor Limited has got the reputations in all over the India. For, To
cover all the customers and the parts of India. They had a network of 405 dealers and
169 service out lets, spread all over India apart from 10 stockiest for spare parts.
They add 25 to 30 dealers every year. The Hero Honda Motors Limited provides
good and better services to the customers through dealers service station and through
service out lets. The dealers provide the services with all the spare parts to the
customers. They provide free services after the customers. They with in a year,
mobile services and regular services to its customers. If the hero Honda purchased.
They are also eligible for the 2 years warranty, and the company provides 6 free
services and 9 paid services.
26
3.8 FILL IT. SHUT IT. FORGET IT
Today Hero Honda Motor Company becomes the World's single largest two
wheeler Company. Coming into existence on January 19, 1984, Hero Honda Motors
Limited 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 5
million customers, the Hero Honda product range today commands a market share of
48% making it a veritable giant in the industry. Add to that technological excellence,
an expansive dealer network, and reliable after sales service, and you have one of the
most customer- friendly companies.
3.9 Competitors:
1. TVS
2. Bajaj
3. Honda
4. Yamaha
5. Suzuki
Hero Honda began operations with establishment of the Dharuhera plant in

1985. Covering a total area of over 58000 sq mts, this fully automated plant is
equipped with state-of-the-art machinery, an in-house research and development set
up, and today it produces a bike every 30 seconds.
To meet the growing demand, Hero Honda opened another unit at Gurgaon,
using FMS technology. Spread over 47000 sq mts., it is rated as one of the most
modern motorcycle manufacturing plants in the world. The plant produces 1800
bikes every day. The spirit of excellence has permeated all their ancillaries and
vendors. Today, they consistently meet and exceed all requirements on quality, cost
and delivery. All this gives a unique joy, a joy that happens when all aspects of the
manufacturing process and supply chain, seamlessly translate into the joy experienced
by their many satisfied customers and dealers.
3.10 BRIEF DESCRIPTION OF SPLENDOR PLUS
27
The world’s best-selling motorcycle just got better. The splendor plus, a bike
that will stop you right in your tracks. Both by its looks and performance. Consider its
new, clear, bright multi-reflector head light, multi-reflector tail light and stylish
graphics which give it, its contemporary looks. Next, feel the ergonomics of it as you
cruise along. A well-cushioned low-slung seat helps you rest and ride at the same
time. Not to mention, the suspension that works so well that you’ll probably never
find out what happens between the tires and those bumpy roads. Needless to add,
owning a splendor plus means a lot of other things too. Like getting admiring looks.
Or the pride of riding a motorcycle that meets the pollution control standards of this
decade. That’s the splendor plus. The new face of trust.
1) Multi-Reflector Head Light

2) Multi-Reflector Tail
Sales Data of S.S MOTORS
Financial year Units sold

05-06 2,458
06-07 2,869
07-08 3,387
09-10 3,810
Unique facilities :
 Hero Honda trained technicians.

 Innovative bikes care solutions to meet individuals needs.
 Personalized service for a total ownership experience.
 Mobile service.
 Availability of spares.
 Quick service.
It also provides mobile service to its customers. The enterprise has skill and company
trained mechanics.
The financial facilities provided by the institutions for purchasing of Splendor plus. 28
They are
1. ICICI Bank.
2. HDFC Bank.
3. Centurion Bank
4. S.B.M and other financial institutions.
3.11 AWARDS
Brijmohan Lall , Chairman of Hero Honda, receives the Padma Bhushan from the
President A P J Abdul Kalam….. Monday, March 28, 2005
Dr. Brijmohan Lall Munjal has been conferred the prestigious Padma Bhushan
Award, for his contribution to the Trade and Industry, by the President A P J Abdul
Kalam at the investiture ceremony held at the Rashtrapati Bhavan on28.3.05.
Dr. Munjal is considered to have led Hero Honda from the front to establish it as a
‘World No. 1’ two – wheeler company.
29
A true entrepreneur, he set up Hero Cycles factory in 1956, which engaged in
manufacturing complete bicycles and went on to become the world’s largest bicycle
producer in 1986, a position it has held since then. In 1984 he started Hero Honda, the
joint venture of Hero with Honda Motor Co. Japan. The company heralded the two-
wheeler revolution in India and became the world’s largest two – wheeler company in
2001 and continues to hold that position ever since.
Today more than a crore satisfied Hero Honda customers bear the testimony to Dr.
Munjal’s philosophy – create a judicious world class blend of performance, quality,
cost and service, reinforce it with mutually beneficial relationships and you will be a
winner.
Presently, Dr. Munjal is the Chairman, Hero Group which straddles Indian industrial
landscape with 20 companies in diverse fields including auto parts, bicycles,
motorcycles, education, BPO, IT software etc. He has nurtured the growth of a large
number of world-class suppliers and ancillaries. He is an active Rotarian, a Rotary
District Governor and a member of Rotary International Committees. He has held
important positions on the panel of various prestigious bodies like President of
Confederation of Indian Industry (CII), President of Society of Indian Automobile
Manufacturers (SIAM).
Dr. Brijmohan Lall Munjal is a great philanthropist. Under his guidance, the Hero
Group operates several charitable trusts, schools, hospitals, adult education programs,
vocational training for rural women, mobile medical facilities for remote villages etc.
He has been long associated with Business Management education in India and is
presently Member, Board of Governors, and Management Development Institute
(MDI) Gurgaon.
He has been conferred with numerous accolades and recognitions including Honorary
Membership of Indian Institution of Industrial Engineering Award (1992),The
Businessman of the Year (1994) – Business India, National Award for Outstanding
Contribution to the Development of Indian Small Scale Industry by President of India
(1995), Sir Jehangir Ghandy Medal for Industrial Peace (2000) – XLRI, Entrepreneur
of the Year (2001) – Ernst & Young, Entrepreneur of the Year (2002) – Business
30
Standard, Lifetime Achievement Award for Management (2003) – All India
Management Association, Degree of “Doctor of Letters” Honoris Causa (2004) –
Banaras Hindu University
3.12 SHOWROOM PROFILE
SS MOTORS PVT LTD was established in the year 2002 with the aim of trading
Automobiles. Now SS motors private limited have become one of the main dealer of
M/s. Hero Honda Auto Limited in bangalore, having most of all models of two
wheeler motorcycles.
Initially, as modest beginning, M/s SS Motors Private limited dealt only with Motors
Parts, but today it has come long way in the automobile world. SS Motors Private
Limited has always moved with time and expanded its transactions in accordance with
current market scenario and wide its products range, joining hands with M/s. Hero
Honda Auto Limited. One of the largest two and Four wheeler manufacturers in all
models in the world. This was a giant step forward and ensured the company's growth
to the auto market word.
SS Motors is also the pioneer in farm mechanization, dealing with Farmtrac

and Escorts Tractors, manufactured by M/s. Escorts Limited. SS motors have
established that it is one of the best Dealers in this field. It has also tied up with other
two wheeler manufactures, by this it is able to provide wide range of vehicles to its
customers & also increase its sales.
SALIENT FEA TURES OF “SS MOTORS”
• Simplicity is the nature of truth

• We reduce all complex problems to their simple elements. We go to the
root, to the essence, and come out with simple solutions, easy to implement.
• Honesty is the manifestation of truth.
• Honesty is transparency, trustworthiness, and dependability in cost, time and
quality.
31
• Humility is the understanding and acceptance of truth, both strength and
weaknesses.
We learnt that there is a requirement of Hero Honda 2 Wheeler for BSF

Personnel. We have a tie-up with financial institutions like ICICI Bank, hire purchase
special schemes for Defence Personnel. Kindly avail the special scheme.
The other reasons behind the successful growth of the SS Motors is :
• There are good interacting sales personals who give good information to the
customers.
• Bikes can be collected from customers place if they have to be repaired or
serviced.
• There are different good sale offers through out the year which keeps the
sales of the showroom above the mark.
• Showroom atmosphere attracts the customers.
• Have good advanced technical equipments for servicing the vehicles & the
servicing is provided all the 7day of the week.
3.13 Board of directors
Chairman & Managing Director: B.S. Patel
Director: Verandra patel
Product Profile
Hero Honda Ltd. is India’s leading motorcycle manufacturer despite being

world’s largest motorcycle sellers, with am amazing records over the past. It has
produced a wide range of motorcycles to suit every individual in the society. Because
Hero Honda is collaborated with Japan’s leading auto major Honda to give their best
hand in India.
32
Various Models of Vehicles:-
 Cd Dawn
 Hero Honda Pleasure
 CD Deluxe
 Splendor NXG
 Splendor super
 Splendor Plus
 Passion Plus
 Glamour
 Hero Honda Achiever
 Hunk
 CBZ Xtreme
 Karizma R
33
SPLENDOR+ :
Features
Both by its looks and performance, with a new, clear, bright multi-reflector head light,
multi-reflector tail light and stylish graphics which give it, its contemporary looks. A
well-cushioned low-slung seat helps to rest and ride at the same time. The suspension
that works so well that one probably never find out what happens between the tyres
and those bumpy roads. Needless admiring looks a motorcycle that meets the
pollution control standards of this decade. That's the new face of trust.
The Splendor+ is a newly designed bike which differs from its predecessors in various
facts including multi-reflector head light Disc brake (optional) Multi-reflector tail
light.
34
Technical Specifications:
Engine 4-Stroke OHC, Single Cylinder, Air Cooled

Bore X Stroke 52.4 X 57.8 mm
Displacement 124.7 cc
Compression 9.1: 1
Ratio
Max Power 6.72 Kw (9 BHP) @ 7000 rpm
Torque 10.35 Nm @ 4000 rpm
Max Speed 90 Kmph
Clutch 4 - Speed Constant Mesh
Final Drive Roller Chain
Ignition Digital - CDI Ignition (AMI) Advanced Micro
Processor Ignition system
Starting Kick Start Self Start (Optional)
Suspension Front : Telescopic Hydraulic Fork
Rear : Swing Arm with Hydraulic Shock Absorbers
Dimensions 1995 X 735 X 1095 mm
(LXWXH)
Wheel Base 1265 mm
Ground Clearance 150 mm
Kerb Weight 117 Kg (Kick Version) 121 Kg (Self Version)
Tyres Front : 2.75 X 18 - 4 PR / 42P
Rear : 2.75 X 18 - 6 PR / 48P
FuelTank Capacity 12 Ltrs. (Min)
Head Light 12V - 35W Multi Reflector Halogen Bulb - AC Type
PASSION PLUS
35
CD-Dawn
CD DELUXE
36
Hero Honda – CBZ
37
2.1 Statement of the Problem:

38
The knowledge of post purchase consumer perception of a product and level
of satisfaction with a product is essential for the manufacturers of a product in
order to get an idea about what the general consumer perceives about the product.
This helps the manufacturer to know where his product is lacking as compared
with a competitor.
Now a days the competitors are Bajaj, Suzuki,Yamaha,Honda and TVS , in the
two-wheeler market. It is much important to any manufacturer to understand the
level of satisfaction to their product and they should manufacture and provide the
services to their customers in such a way that it should provide complete
satisfaction to it’s customers. Then only they can compete in this competitive
world. Hence today study aims at analysis of “consumer perception towards
splendor plus ’’ in S.S MOTORS, Bangalore.
2.2 Title of the report:
“Consumer Perception of Hero Honda Splendor Plus.”
2.3 Objectives of the study:
39
The Primary Objectives are:-
1. To understand, analyze and evaluate the opinion of the consumers’ perception
on splendor plus.
2. To know, what are the factors influencing the consumer’s while deciding to
purchase the Splendor plus.
3. To provide information helpful to S.S MOTOR [Dealers of Splendor plus] in
planning and implementing of marketing approach towards the buying
motives of splendor plus bike owners and to know their satisfaction.
4. To know the level of satisfaction among the owners and users of splendor
plus.
2.4 Scope of the Study:
The study covers the over all consumer opinion survey on splendor plus and is
restricted to Bangalore only. The study is done to analyse the consumer
perception towards the splendor plus. The survey was conducted from 25th Feb to
18TH April 2010, and the response relate to that period only.
2.5 Sampling Size:
A few people or a unit of population called as sample size was taken to obtain
representative sample of the whole universal.
The data collection of this study was limited to Bangalore city. The researcher
has randomly selected five blocks in Bangalore and each block consists 20
respondents of splendor plus owners.
2.6 METHODOLOGY OF THE STUDY
40
Sources of Data
 Primary Sources.
 Secondary Sources.
Primary Sources:
Primary sources are original sources directly collected data that have not been
previously collected.
Primary data in this research was obtained through questionnaires and direct
interview.
 Questionnaires, with close ended questions and few open ended questions.
 Through personal interviews – to collect information on responses requiring
an explanation and also information vital to the study but not covered in the
questionnaires.
Secondary Sources:
These are sources containing data that have been collected and compiled for
another purpose.
Secondary data for the study is obtained through the company’s brochure and
information from library and through internet source [web site of Hero Honda
Company: WWW. Hero Honda.com.
2.7 DATA COLLECTION INSTRUMENT:
41
In this study the main tool used for data collection is questionnaire. The
questionnaire construction consists of 5 steps:-
 Specifying the information needed.
 Determining the type of questions to be asked.
 Deciding the number and sequence of questions are to be asked.
 Preparing the preliminary draft of questionnaire.
 Revising and pretesting the questionnaire.
2.8 DATA PROCESSING AND ANALYSIS:

Validation:
The researches routinely checked the some proportion of questionnaire in
order to check, whether an accurate sample was obtained.
Editing:
In the second step the researches edited the data and some of the questions
were found not necessary in order to extract the relevant information. Hence the
questions prepared are modified in order to extract the relevant information.
Coding:
Pre coding is done which involves identification and classification of each
responses.
Transcription: Since direct tabulation from the edited data is difficult the researcher
used the transcription process [in a long work sheet] rather than obtain tabulation
directly.
Tabulation:
After the Transcription of data is over. Percentages were used to analyze data.
Data collected is depicted through tables, graphs and pie-charts.
2.9 OPERATIONAL DEFINITION OF CONCEPTS:
42
Perception:
It is the process by which people, select, organize and interpret information to
form a meaningful picture of the world.
Consumer Behaviour:
It is defined as the behaviour that consumers display in searching for,
purchasing using and evaluating products ideas and services their expect will satisfy
their needs. In this study behaviour of the splendor plus consumers are studied.
Product:
A product of utilities comprising of various products features and
accompanying services. To my study the product is splendor plus two wheelers.
Marketing:
A human activity directed at satisfying needs and services. Splendor plus to
this study of market area is five Blocks of Bangalore.
Attributes:
The salient features of a product marketing mix. It is a strategy where by all
the elements involved in successful retaining [right product at right price, effective
promotion, advantageous location, etc] are blended together is such a way so as to
satisfy the customer.
Retail Selling:
Retail marketing is a concept in which sales goals are set on the basis of
market potential for the new vehicles increased attention to the behaviour of the
consumer.
Retail marketing is more concerned with who is buying the splendor plus and the
underlying reasons for this behaviour.
Reference Group:
An interactive group of people who influence an individuals attitudes and
behaviour. 43
Advertisement:
A paid media for non-person communication from the manufacturer/dealer to
the consumer, creating the awareness of product’s activity and services.
Brand Preference:
Is the selective preference a consumer accords to a particular brand of a
product in comparative evaluation with other available brands.
3.10 Limitations of the Study:
1.1 The sample size is restricted to 100 respondents due to time and cost
constraints.
2. The responses of 100 respondents considered to be the fair representation of the
universe.
3. As for as secondary data is concerned most of the information and official records are
located in different cities and they are not within the reach.
4. The data collected from the respondents assumed to be fair and unbiased.
5. The study focuses mainly on the consumer who own splendor plus and the potential
consumers.
44
Table – 4.1
Table showing age group of the respondents:
Age Group No. of Respondents Percentage

Below 20 years 4 4
20 – 30 years 66 66
30 – 40 years 10 10 45
40 – 50 years 12 12
50 and above 8 8
Total 100 100
INFERENCE:
It can be inferred that most of the respondents are of the age group between 20-30.
ANALYSIS:
Above table shows that 66 percent of the respondents fall under the age group
of 20 – 30 years, 12 percent of the respondents fall under the age group of 40 –50
years, 10 percent of respondents fall under the age group of 30 –40 years, 8 percent of
the respondents fall under the age group of 50 years and above, 4 percent of
respondents fall under the age group of below 20 years.
Graph 4.1
Graph Showing Age Group of the Respondents:
46
8% 4%
12%
10%
66%
Below 20 years 20 - 30 years

30 - 40 years 40 -50 years
50 & above
47
Table – 4.2
Table Showing Marital Status of the Respondents:
No. of
Marital Status Percentage
Respondents
Married 38 38%
Un married 62 62%
Total 100 100%
INFERENCE:
Hence, we can infer that most respondents are un married.
ANALYSIS:
Above table shows that 62 percent of respondents were Un-married and 38
percent of respondents are married.
48
Graph 4.2
Graph showing Marital Status of the Respondents:
38%
62%
Married Un married
49
Table – 4.3
Table Showing Educational Qualification of the Respondents:
No of
Qualification Percentage
Respondents
Illiterate 12 12%
Matriculation 8 8%
P.U.C. 14 14%
Graduate & above 66 66%
Total 100 100%
INFERENCE:
Hence, we can infer that majority of respondents have completed graduation.
ANALYSIS:
Above table shows that 66 percent of respondents were having educational
qualification of Graduate and above. 14 percent of respondents have studies P.U.C.,
12 percent of respondents were illiterates and 8 percent of respondents were
matriculation.
50
Graph 4.3
Graph Showing the Educational Qualification of the Respondents:
12%
8%
14%
66%
Illiterate Matriculation P.U.C. Graduate and above
Table – 4.4 51
Table Showing the Occupation of Respondents:
No. of
Occupation Percentage
Respondents
Students 20 20%
Business 40 40%
Employees 24 24%
Professionals 12 12%
Others 4 4%
Total 100 100%
INFERENCE:
Hence, we can say that majority of respondents have their own business.
ANALYSIS:
Above table shows that 40 percent of the respondents were business, 24
percent of respondents were employed, 20 percent of the respondents are student, 12
percent of the respondents were professional, and 4 percent of the respondents were
others.
Graph 4.4
Graph Showing the Occupation of the Respondents:
52
4%
12% 20%
24%
40%
Students Business Employees Professionals Others
Table – 4.5
Table showing monthly income of the respondents:
Monthly Income No. of Respondents Percentage 53

(In Rs.)
Below 10,000 14 14%
10,000-15,000 20 20%
15,000-20,000 16 16%
20,000-25,000 20 20%
25,000 and above 30 30%
Total 100 100%
INFERENCE:
we can say that majority of respondents are in the income group of 25000 and
above.
ANALYSIS:
Above table shows that 30 percent of the respondents fall under the income
group of 25,000 above, 20 percent of the respondents fall under the income group of
Rs.20,000-25000, 16 percent of the respondents fall under the income group of
Rs.15,000-20,000 and 14 percent of the respondents fall under the income group of
Rs.10,000 Below.
Graph 4.5
Graph showing monthly income of the respondents:
54
Percentage
35
30
25
20
15 30
10 20 20
16
14
5
0
Below 5,000 5,000-7,500 7,500- 10,000- 12,500 and
10,000 12,500 above
Percentage
Table 4.6
Table showing how respondents were aware of this brand:
55
No. of
Source Percentage
Respondents
Dealers 14 14
Friends 44 44
T.V. ads 20 20
Magazines 6 6
News papers ads 16 16
Others - -
Total 100 100
INFERENCE:
The 44 of respondents were aware about splendor plus from the friends and
T.V.ads. It means, this product enjoys good publicity.
ANALYSIS:
Above table indicates that 44 percent of respondents were aware about
splendor plus from the friends, 20 percent of respondents were aware about splendor
plus from T.V.ads., 16 percent of respondents were aware from the News paper ads,
14 percent of respondents were aware from the dealers, 6 percent of respondents were
aware from magazines. Non of them aware from the others.
Graph 4.6
56
Graph showing how respondents were aware of this brand:
50
45 44
40
35
30
25
20
20
16
15 14
10
6
5
0
0
s
ds
s
es
s
er
nd
er
ad
.a
in
th
al
ie
az
rs
V
O
De
Fr
T.
pe
ag
pa
M
ws
Ne
Percentage
Table 4.7
Table showing the respondents having any other two-wheeler before purchasing
Splendor plus
No. of
Two wheelers Percentage
Respondents
Yes 70 70
No 30 30
57
Total 100 100
INFERENCE:
Most of the respondents (70%) have used other two-wheeler before purchasing
of this bike. Hence, we come to know that most of the respondents have given
importance to this brand.
ANALYSIS:
Above table depicts that 70 percent of respondents were having other two-
wheeler before purchasing of this bike and 30 percent of respondents are not having
any other two-wheeler before purchasing of this bike.
Graph 4.7
Graph showing the respondents having any other two-wheeler before purchasing
Splendor plus:
58
70
60
50
40 70
Percentage
30
20
30
10
0
Yes No
Table 4.8
Table showing reasons for replacing the old brand:
No. of
Reasons Percentage
Respondents
Problems of engine 4 6
Problems of spare parts 4 6 59
High fuel consumption 20 28
Low mileage 10 16
High Maintenance cost 08 12
Purchasing new brand 24 32
Others - -
Total 70 100
INFERENCE:
People go by technology and style and as these change people prefer new brands.
ANALYSIS:
Above table shows that, 32 percent of respondents have replaced old brands
for purchasing of new brand, 28 percent of respondents replaced old brands because
of High fuel consumption, 16 percent of respondents have replaced old brand because
of low mileage, 12 percent of respondents replaced old brands because of High
maintenance cost, 6 percent of respondents replaced old brands for problems of
engine and 6 percent of respondents were replaced old brands because of problems of
spare parts.
Graph 4.8
Graph showing reasons for replacing the old brand:
60
Percentage
0% 6% 6%
32%
28%
12%
16%
Problems of engine Problems of spare parts

High fuel consumption Low mileage
High Maintenance cost Purchasing of new brand
Others
Table 4.9
Table showing the attributes considered by respondents with regard to Splendor plus:
Ranking Excellent Good Satisfactory Poor Total %

61
Attributes No. % No. % No. % No. %
Style 28 28 40 40 30 30 2 2 100 100
Comfort 30 30 40 40 20 20 10 10 100 100
Quality 40 40 32 32 24 24 4 4 100 100
Safety 36 36 40 40 24 24 - - 100 100
Maintenance 24 24 28 28 40 40 8 8 100 100
Mileage 50 50 28 28 22 22 - - 100 100
Availability of
28 28 30 30 32 32 10 10 100 100
Spares
Service 26 26 30 30 34 34 10 10 100 100
62
INFERENCE:
32.75 percent of respondents feel excellent about the attributes of bike, 28.25
percent of respondents are satisfied and 5.5 percent respondents feel that the overall
attributes of the bike are poor.
ANALYSIS:
Above table shows the 40 percent respondents are of the opinion that the style of
the bike is good, while 30% feel it is satisfactory,28 percent of respondents consider it to
be excellent, and 2 percent of respondents were of an opinion that the style of the bike is
poor.
40 percent of respondents feel good about the comfort factor of the bike.
40 percent of respondents are of an opinion that the quality of the bike is excellent.
40 percent of respondents feel good about the safety of the bike.
40 percent of respondent are happy with the maintenance of the bike
32 percent of respondent feel satisfied with the availability of spare parts of splendor
plus, and
34 percent of respondent are satisfied with the service of bike.
33.5 percent of respondents feel good about the overall attributes of splendor plus
Graph 4.9
Graph showing the attributes given by the respondents:
50
45
40
35
STYLE
30
COMFORT
QUALITY
25 SAFETY
MAINTENANCE
MILEAGE
20
AVAILABILITY OF SPARE PARTS
SERVICE
15
10
0
EXCELLENT SATISFACTORY
Table 4.10
Table showing the respondent opinion on the price of splendor plus:
No. of
Opinion Percentage
Respondents
Reasonable 50 50
High 40 40
Too high 10 10
Total 100 100
INFERENCE:
Majority of respondents are of a opinion that the price of the splendor plus is
reasonable.
ANALYSIS:
Above table shows that 50 percent of respondents are of a opinion that the price
of the bike is reasonable, 40 percent of respondents are of a opinion that the price is high
and 10 percent of respondents are of a opinion that the price of bike is too high.
Graph 4.10
Graph showing the respondents opinion on the price of splendor plus
50
45
40
35
30
50
25 Percentage
40
20
15
10
10
5
0
Reasonable High Too high
Table 4.11
Table showing the suggestions of respondents to others to buy splendor plus:
Suggesting others to buy
No. of Respondents Percentage
splendor plus
Yes 90 90
No 10 10
Total 100 100
INFERENCE;
Majority of the respondents are suggesting others to buy splendor plus.
ANALYSIS
From the above table it is observed that 90 percent of respondents would suggest
others to buy splendor plus and 10 percent of respondents are not going to suggest others
to buy splendor plus.
Graph 4.11
Graph showing the suggestions of respondents to others to buy splendor plus:
Percentage
90
80
70
60
50 90
Percentage
40
30
20
10 10
0
Yes No
Table 4.12
Table showing satisfaction criteria regarding the performance of their splendor
plus:
Level of satisfaction No. of Respondents Percentage
Fully satisfied 56 56
Satisfied 44 44
Not at all Satisfied - -
Total 100 100
INFERENCE:
Majority of respondents are fully satisfied with the performance of splendor plus.
ANALYSIS:
Above table shows that 56 percent of respondents are fully satisfied, 44 percent of
respondents are satisfied.
Graph 4.12
Graph showing satisfaction criteria regarding the performance of their splendor plus:
Percentage
60
50
40
30 56 Percentage
44
20
10
0 0
Fully Satisfied Not at all
satisfied Satisfied
Table 4.13
Table showing opinion of respondents about advertising and publicity of splendor
plus:
Opinion No. of Respondents Percentage
Excellent 40 40
Good 36 36
Satisfactory 24 24
Not satisfied - -
Total 100 100
INFERENCE
Majority of respondents accept the way it is promoted by the company.
ANALYSIS
Above table shows that 40 percent of respondents opinion is excellent about the
advertising and publicity of the company, 36 percent of the respondents said good, 24
percent of respondents were satisfied.
Graph 4.13
Graph showing opinion of respondents about advertising and publicity of splendor plus
Percentage
40
40
36
35
30
25 24
20
15
10
0
0
Excellent Good Satisfactory Not satisfied
Table 4.14
Table showing satisfaction level of respondents about after sales service
Satisfaction Level No. of Respondents Percentage
Fully satisfied 38 38
Satisfied 62 62
Un-satisfied - -
Total 100 100
INFERENCE
Majority of the respondents were satisfied with the company’s after sales service.
ANALYSIS
Above table shows that 62 percent of respondents were satisfied with the
company’s after sales service, 38 percent of respondents are fully satisfied.
Graph 4.14
Graph showing satisfaction level of respondents about after sales service:
Percentage
38
62
Fully satisfied Satisfied Un-satisfied
Table 4.15
Table showing respondent’s opinion about the effectiveness of service
No. of
Opinion Percentage
Respondents
Satisfied 90 90
Not Satisfied 10 10
Total 100 100
INFERENCE
Majority of the respondents were of the opinion that the service period should be
extended.
ANALYSIS:
Above table shows that 90 percent of respondents were opinion of expanding the
service period and 10 percent of respondents are opinions don’t want to extend the
service period.
Graph 4.15
Graph showing respondent’s opinion about the duration of service period:
Percentage
90
90
80
70
60
50
Percentage
40
30
20
10
10
0
Yes NO
Table 4.16
Table showing duration of the extension of free service period required by
respondents:
No. of
Period Percentage
Respondents
6 months 20 20
1 year 50 50
1 ½ year 30 30
Total 100 100
INFERENCE:
Most of the respondents wanted the service period to be extended to one year.
ANALYSIS:
Above table shows that 50 percent of respondents feel that the service period
should be extended to one year of service period, 20 percent of respondents want to
extend 6 months and 30 percent of respondents were want to extend the service period of
one and half year.
Graph 4.16
Graph showing duration of service period required by respondents:
60
50
40
30 Percentage
50
20
30
10 20
0
6 months 1 year 1 ½ year
Table 4.17
Table showing the respondents opinion regarding the most valuable brand.
Brand Name No. of Respondents Percentage
Hero Honda 50 50
Bajaj 16 16
T.V.S. 6 06
Yamaha 28 28
Others - -
Total 100 100
INFERENCE:
Hero Honda has got brand identity in the market and it shows it is one of the best
products.
ANALYSIS:
Above table shows that, 36 percent of the respondents feel splendor plus is the
most valuable brand, 30 percent of the respondents feel Hero Honda is the most valuable
brand, 16 percent respondents feel Bajaj is the most valuable brand, 12 percent of the
respondents feel yamaha is the most valuable brand, 6 percent of the respondents feel
T.V.S. is the most valuable brand.
Graph 4.17
Graph showing the respondents opinion regarding the most valuable brand:
60
50
40
Hero Honda
Bajaj
30
T.V.S
Yamaha
20
10
0
percentage
SUMMARY OF FINDINGS
1. Majority of the respondents who know about splendor plus feel it is vehicle known
for comfort.
2. Majority of the respondents have come to know about splendor plus through ads.
3. Majority of the respondents feel that the price of splendor plus is reasonable.
4. Majority of the respondents feel that the service period for the bike should be
extended to 1 year.
5. Majority of the owners of splendor plus are satisfied with the performance of their
vehicle.
6. Majority of the respondents are in the income group of 25000 & Above.
7. Majority of the respondents are influenced by mileage factor.
8. Majority of the respondents have sold their previous vehicles just to purchasing of
new brand.
9. Most of the respondents are aware of splendor plus.
10. Most of the respondents feel that the advertising strategy is excellent.
11. Majority of the respondents are satisfied about after sale service.
12. Most of the users of splendor plus are in the age group 20-30.
13. Majority of the respondents feel splendor plus is the most aware and preferred
brand.
14. Majority of the respondents are influenced and satisfied by the mileage, safety,
service, maintenance, style factor while purchasing a two – wheeler.
15. Majority of the respondents feel that a reasonable price for a bike is in between Rs.
35,000 – 40,000
SUGGESTIONS AND RECOMMENDATIONS

1. In order to attract non users promotional strategies like advertising, free- test drive
camps, demonstration camps may be made use of.
2. Most of the customers look for mileage, safety, style, overall performance and cost of
vehicle and comfort riding. HMSI should try to improve based on these factors.
3. Most of the respondents feel the free-service period is not sufficient so the company
can look into this factor.
4. Most of the respondents though feel the price of the splendor plus is reasonable many
of them feel it is quite high, so that HMSI should try to cut the cost will benefit the
students. Remember middle income group are the most constituted population in the
country.
5. The company should decrease the price of spare parts because it is considered
expensive by the respondents.
6. Splendor plus must increase the efficiency of after sales services in order to decrease
the unsatisfied respondents and the free service period should be extended to one
year.
7. Splendor plus must try to hold on to the respondents of the age group of 20 – 30
years and try to capture the market of younger generation.
8. This can be done by changing the design making it more sleek, modern and stylish.
9. It was found from the stuffy that splendor plus is made for middle class families.
CONCLUSIONS
My project title being “ a study of consumer perception towards splendor plus in

Bangalore” after completion of study and careful analysis of the data can conclude that
the public had a favorable opinion about splendor plus. The respondents were making
the purchase of splendor plus after comparing it with Bajaj, Honda, Suzuki, Yamaha and
TVS, so main comparing are Bajaj, Suzuki and TVS the most common reason given by
the respondents for purchase of splendor plus was its unique mileage and comfort, which
are not available in any other bikes and other reasons being service and maintenance.
In short it is perceived as good performer in the market. It is possible to say that

the respondents have good opinion about the splendor plus and the “S S Motors” have
good name and popular in Bangalore.
BIBILIOGRAPHY
BOOKS AUTHOR
Marketing Management Philip Kotler
Marketing Management J. C. Gandhi
Consumer Behavior Leon Schiffman
Websites:
 www.google.com
 www.questa.com
 www.herohonda.com
QUESTIONNAIRE
1. Name :
2. Age:  > 20 yr  20-30yr  30-40yr  40-50yr  <50yr
3. Marital Status: Married  Unmarried
4.Educational Qualification:
 No formal Education  Matriculation
 PUC  Graduation and above
5. Occupation:
 Student  Employed  Business
 Professional  Others
6. Monthly Income of your family (in Rs)

 Below 10000Rs  10000-15000
 15000-20000  20000-25000
 Above 25000
7. How did you come to know about Hero Honda Splendor +?

 Internet  Friends  TV Ads
 Magazines  News paper Ads  Others
8. Did you own a Two wheeler prior to purchasing HeroHonda Splendor+?

 Yes  No
9. Why did you replace your previous two wheeler with HeroHonda
Splendor+?
 Problems with Engine  Problems with spare parts
 High fuel consumption  Low mileage
 High maintenance cost  I wanted to buy new brand
 Others
10. What factors influenced you to own Splendor+?

 Style  Comfort  Quality  Safety
 Maintenance  Mileage  Service
 Availability of Spares
11. What is your opinion regarding pricing of Splendor +?

 Reasonable  High  Too high
12. Do you think Splendor + is a multipurpose vehicle?
 Yes  No
13. Would you like to recommend others to buy this vehicle?

 Yes  No
14. How satisfied you are with the performance of Splendor+?

 Fully satisfied  Satisfied  Not at all satisfied
15. What is your opinion about advertisement and publicity of Splendor+?

 Excellent  Good  Satisfactory
 Not satisfactory
16. How satisfied with the after sales service you received for your vehicle?
 Fully satisfied  Satisfied  Unsatisfied
17. Are you satisfied with the duration of service period?

 Yes  No
18. If you are not satisfied with the duration of free services, what is your preferred
extension of service period?
 6months  1year  1½ Years
19. Which brand you would like to associate with Most valuable brand?
 Hero Honda  Bajaj  TVS
 Yamaha  Others

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A survey on Consumer Perception of Hero Honda Splendor plus

Marketing is the process of ascertaining consumer needs converting them into

1.2 INTRODUCTION TO MARKETING

To be a marketer, we need to understand what marketing is, how it works, what is

The American Marketing Association offers the following common definition:

1.3 The Scope of Marketing

study of perception is the first step.

1.4 INTRODUCTION TO PERCEPTION

Perception is the process by which an individual selects, organizes, and interprets

Among motivation and perception, a marketer can only understand consumers’

to the surrounding field and on conditions within the individual.

Selective Attention. Can be understood by observing the following:

Perception is defined as the process by which an individual selects, organizes

1.5 CONSUMER BEHAVIOUR:

“Consumer behaviour is the process where by individuals decide what, when,

WHY WE STUDY CONSUMER BEHAVIOUR:

There are various reasons as to why people study consumer behaviour. As

As marketing’s and future marketers, we are able to understand consumer

The knowledge of post purchase consumer perception of a product and level of

Understanding the minds of customer is a difficult task faced by the marketer.

1.6 THEORETICAL BACKGROUND:

1.7 Definition of Sales Management:-

The Planning direction and control of personnel selling including recruiting

Sales management is integral sub system of marketing management, which

8 SALES MANAGEMENT OBJECTIVES

1.9 Sales Management Functions

• Sales and Personnel Administration.

Setting Sales Goals and achieving them.

Building the Sales Organization

Ensuring Growth and Managing Change in the Organization.

1.10 Sales Organization

Sales Organization are Set up by undertaking the Five Activities :

• Define Their Objectives.

1.11 ADMINISTRATIVE FUNCTIONS

• Designing the sales organization structure.

1.12 OPERATIONAL FUNCTIONS

• Location and allocation of line manager for sales department.

1.13 STAFF FUNCTION

• Market analysis and research

1.14 DUTIES AND RESPONSIBILITIES OF SALES MANAGER

SALES ORGANISATION CHART

GENERAL SALES MANAGER

DEPUTY SALES MANAGER

ASISTANCE SALES MANAGER

BRANCH SALES MANAGER

FIELD SALES MANAGER

SALES MAN 1 SALES MAN 2 SALES MAN 3

1.15 SALES FORCE

Sales force interacts with the prospective customers in a variety of ways,

Sales force Objectives

1.16 SALES PROMOTION

(According to American marketing association) Sales promotion accelerates action

Principles of Effective Sales Promotion

1. It attempts to accomplish goals better than the other sales activities.

Functions of Sales Promotion:

• It serves as a connecting link or a bridge between advertising and personal

Purpose of Sales Promotion

• To create new customers

Advantages of Sales Promotion.

• It stimulates in the consumers a favorable attitude towards the product.

The other Objectives of the Sales Management are as follows:

1.17 SALES POLICY