Global J. of Arts & Mgmt.

, 2013: 3 (1)

Research Paper: Malar mathi et al., 2013: Pp.23-28

A STUDY ON CONSUMER BUYING BEHAVIOR TOWARDS HERO MOTO CORP IN ERODE
Malar Mathi, K., Krishna Kumar, P* and C. Saraswathi#
Bharathiar School of Management &Entrepreneur Development, Bharathiyar University, Coimbatore 641046
*SSM School of Management studies, SSM College of Engineering, Komarapalyam -638183. Tamilnadu, India.
#Research Scholar, Bharathiar School of Management and Entrepreneur Development, Bharathiyar

University, Coimbatore, 641046, Tamilnadu, India

Corresponding author: mathijj@gmail.com.

ABSTRACT
The project has entitled as “A Study on consumer buying behavior towards hero Moto crop in Erode. The
main objectives of thesis to analysis the market potential towards purchasing of motor cycle. The study on
consumer buying behavior towards the purchase of motorcycle is very essential to launch new product.
Hence the study is taken for this purpose of problems. A well structured objective questionnaire was
prepared by the researcher sample size was taken are 128 because of time limitation and the descriptive
sampling. Techniques were applied for serving the customer and the research was by using personal
interview with customer of hero brand. After data collection process the analysis part was under gone with
help of simple percentage analysis and the statistical tool that is chi-square, correlation and percentage
analysis is adopted for this the research findings are coded and at last the study with suitable conclusion.
Keywords: Erode consumer; Motor cycle; Income and Family Size.

INTRODUCTION
To know the best consumer buying behaviour and
Demand Into the minds of consumer of Erode town
because always consumer say something and does
something (Schiffman and knauk. 2000). There are
many companies manufacturing into the market, at
the same time as there are many companies
manufacturing motorcycles, idea about thinking of
customer on whether, what, how, and for whom to
purchase the motorcycle. Therefore, research is
required to measure present consumer buying
behaviour at the purchase of Hero Honda (Kothari,
2003). So the researcher problem is to identify with
are the criteria that prospective customer takes into
consideration before buying the vehicle (Balu, 2001
and Philip, 2003).
Buying Behaviour: Buying behaviour the decision
processes and acts of people involved in buying and
using products.
Need to Understand:
Why consumers make the purchases that they
make?
What factors influence consumer purchases?
The changing factors in our society.
Consumer Buying Behaviour refers to the buying
behaviour of the ultimate consumer.
The marketing concept stress that a firm should a
marketing mix (MM) that satisfies (gives utility to)
customers, therefore need to analyze the what,
where, when and how consumers buy.
Marketers can better predict how consumers will
respond to marketing strategies Fig 1).
Buying Decision Making Process:
Problem Recognition: this is where consumers
realize that there is a difference between their
current state and their ideal state.
Information Search: this is where consumers start
scouting for possible solutions by turning to
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information tools such as the internet, media,
friends and family; they gather possible solutions.
Evaluations of Alternatives: this is where they
start cutting down the possible options by
comparing it to their criteria and what they want
from the product/service
Product Choice: after evaluating their choices, they
make a decision in this step and proceed with the
purchase
Post-purchase Evaluation: the final step is the
post purchase actions, this includes feedback,
positive and negative, and measuring the
satisfaction from the product. This can be good or
bad for your company. If the consumer is happy
with the product they will spread good feedback
that will leverage your brand/product, but if they
aren't happy with it you are at risk of them
spreading negative word of mouth marketing for
you.
Objectives of the study
To study on the costumer buying behaviour
towards Hero Moto corp.
To study the pre-purchase behaviour of customer
Hero Moto crop in Erode region.
To study the post purchase behaviour of customer
of bike in Erode region.
To analyse the factors influencing the consumer
buying behaviour of bike.
To study the factor influences on consumer buying
behavior
Scope of the study: The study on consumer buying
behavior of Hero Moto crop is needed to determine
the current consumer buying behavior of the
company The study has to will make clear the usage
by which Hero Moto corp. is gaining a competitive
Advantage among its customer & to know about the
relationship between company and their customer.

This study also helps to know different facilities
provide by Hero Moto Corp.
RESEARCH AND METHODOLOGY
Descriptive Research Method: The main purpose
of descriptive research is to describe the state of
view as it exists at present. Simply stated, it is a fact
finding investigation in descriptive research,
definite conclusions can be arrived at, but it does
not establish a case and effect relationship this type
of research tries to describe the characteristic of the
respondent in relation to a particular product
(Philllai and Bhagavathy, 2002).
Research instrument: The data used for the study
was collected through questionnaires
Area of study: The area of study of the project is
Erode town.
Sampling design: The researcher selected samples
according to the ease of access. So non probability
sampling technique is used in this study.
Sampling Procedure: In this study convenient
sampling method was adopted.
Sample Size: The determination of how many
customers to survive gives the sampling size. In the
study the sample size is 128.
Tools used for data analysis: The collected data
were analyzed with the help of simple percentage
analysis, chi-square test and weighted average.
Statistical tools use, 1. Percentage analysis , 2.
Correlation, 3. Chi – Square test, 4. Weighted
average score analysis
RESULTS AND DISCUSSION
From the table 1 shows that 28% of the
respondents are under the age group of below 30-
35 yrs,25% of the respondent are in the range of
25-30,16% of respondents are in the range of above
40 and below 25,14% of the respondents are
ranging from 35-40 years. From the table 2, we can
interpret that that 64.8% respondents are male and
Remaining 35.15% are female.
From the table 3 shows 33.5% of the responded are
employee, 25% of the respondent are belongs to
business, 15 of the respondent are from
professionals and 14% respondents are from
professionals and remaining respondent are from
others. From the table 4 shows that 33% of the
respondent annual income less than 50000, 25% of
the respondents earn 50000-100000, 15% of the
respondents annual income are 100000-150000,
14% of the respondent raining from 150000-
200000 and remaining 11% of the respondent are
earning more than 200000.
From the table 5 states that 27% of the respondents
mostly preferred splender plus, 18% of the
respondent are likes to buy CBZ EXTREME, 17% of
the respondents are prefer HUN, 11% of the
respondent are preferred passion plus and
remaining 18% of the respondent are preferred
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Global J. of Arts & Mgmt., 2013: 3 (1)
other models of Hero . From the table 6 state that
30% of the respondent are prefer for mileage, 22%
of the respondent are prefer hero Honda for
mileage, 21% of the respondent are prefer for style,
13% of the respondents prefer for colour and
remaining 12% of the respondents prefer the bike
for comfort.
From the Table 8. shows 35% of the respondents
are like pay 35000-50000, 21% of the respondents
are like to pay 50000-75000, 18% of the
respondents are like to pay 75000 – 100000, 12%
of the respondents are like to pay more than
100000 and 11% of the respondents are like to pay
950000-100000. From the table 9 shows that 43%
of the respondents said cost, 30% of the
respondents said durability; remaining 27% of the
respondents are said style.
From the table 10 of the respondent are satisfied
with additional features, 30% of the respondents
are highly satisfied, 14% of the respondent with
additional features, 11% of the respondents are
highly dissatisfied and remaining 10% of the
Respondents are neutral.
From the table 11 shows that 25% of the
respondents using hero Honda bike 1-2 yrs, 22% of
the respondents are using for than 3 years, 21% of
the respondent are using only 6 months, 18% of the
respondents are using 3-4 years and remaining
13% of the respondents are using 2-3 years. From
the table 12 shows that 32% of the respondent get
awareness through TV 23% of the respondent get
through magazine, 28% of the respondent are get
awareness from of the respondent get information
from internet. From the table 12 states that 24% of
the respondents are said executive, 21% of the
respondents ranging in smart causal. 19% of the
respondents are ranging in youthful, and remaining
13% of the respondent of the respondents gave
vehicles is sporty
From the table 13 that 33% of the respondent are
saying it‟ s excellent, 24% of the respondent are
saying it, s good, 17% of the respondents are saying
it average, 14% of the respondents are saying it‟ s
poor, 11% of the respondents are saying it‟ s very
poor. From the table 14 that 35% of the
respondents are saying it‟s Average, 23% of the
respondents are saying it‟s well, 17% of the
respondent are saying it To Improved, 15% of the
respondents are saying Excellent, 7% of the
respondent are saying poor.
From the table 15 shows that 26% of the
respondent are like to buy at time of discount offer,
23% of the respondent are like to buy the time of
normal days, 19% of the respondent are sating
would like to but at the time of festival time, 18% of
the respondents are like to buy at the time of
exchange offer, 11% of the respondents are to buy
at the time of new arrivals. From the table 16

source that 29% of the respondents are saying its
average, 25% of the responds are sating good, 21%
of the respondents are saying excellent, 17% of the
respondents are saying poor, 5% of the
respondents are saying very poor.
From the table 17 shows 24% of the respondents
are highly satisfied, 22% of the respondents are
satisfied, 18% of the respondents are neutural, 15%
of the respondents are dissatisfied, 8% of the
respondents are highly dissatisfied. Out of 128
respondents 75% respondents are willing to
recommend to others and 24% respondents are not
willing to recommend the Hero bike to others
(Table 18).
Chi – square test
Aim: To test the significant relationship between
the two variables such and satisfaction of additional
features of the respondents.
H0: there is significant relationship between
satisfaction of additional features and age of the
respondents.
H1: There is no significant relationship between
satisfaction of additional features and age of the
respondents (Table 19). From the above it could be
inferred that the calculated value (4.2) is less than
the table value (26.296). Hence, the null hypothesis
is accepted.
Therefore, significant difference between gender
and satisfaction of additional features of the
respondent.
CHI- SQUARE TEST
Aim: To test the significant relationship between
the two variables such as gender and attitude of the
respondent toward hero motors.
H0: there is significant relationship between gender
and attitude of the respondent towards hero
motors
H1: there is a no significant relationship between
gender and attitude of the respondent towards hero
motors.
From the table 20 it could be inferred that the
calculated value (44.2) is greater than the table
value (9.488). Hence that the null hypothesis is
rejected. Therefore, there is no significant
relationship between gender and attitude of the
respondent towards hero motors.
CHI - SQUARE TEST
Aim: To test the significant relationship between
the two variables such as gender and media of
awareness of the respondent.
H0: there is significant relationship between
gender and awareness of the respondent.
H1: there is a no significant relationship between
gender and awareness of the respondent.
From the table 21 it could be inferred that the
calculated value (8.1) is less than the table value
(9.48). Hence, the null hypothesis is accepted.
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Global J. of Arts & Mgmt., 2013: 3 (1)
Therefore, there is significant relationship between
gender and media of awareness of the respondent
toward hero motors. By correlation tool, we found
that there is a close approach between occupation
of the respondent and price of the Hero bike (Table
22 and 23). By correlation tool, we found that there
is a close approach between annual Income of the
respondent and preferable model of the Hero bike.
Weighted average method: From the table 24 it is
clear that among the motivational insights factors
After sales service Ranks the top with 348 points
resulting an average of 3.48 followed by recognition
with 348Points weighing an average of 3.48. In
mutual understanding as the after sales and service
ranks high and the recognition of the Workers
ability and skill by the management is also at high
level.
Chi – square test: 1. The calculated value (4.2) is
less than the table value (26.296). Hence, the null
hypothesis is accepted. Therefore, significant
difference between gender and satisfaction of
additional features of the respondents 2. The
calculated value (44.2) is greater than the table
value (26.296). Hence the null hypothesis is
rejected. Therefore, there is no significant
relationship between gender and attitude of the
respondents towards hero motors 3. The majority
shows that the calculated value (8.1) is less than the
table value (9.48). Hence, the null hypothesis is
accepted. Therefore, there is significant relationship
between gender and media of awareness of the
respondents.
Correlation: By correlation tool, we found that
there is a close approach between occupation of the
respondent and price of the Her Honda bike. By
correlation tool, we found that there is a close
approach between annual income of the respondent
and preferable model of the Her Honda bike.
Weighted average method: The table 25 it is clear
that among the motivational insights factors after
sales and service. Ranks the top with 348 points
resulting an average of 3.48followed by recognition
with 348 Points weighing an average of 3.48.
SUGGESTIONS
The Company may introduce the new vehicle
specially designed for ladies driving to Increase the
sales leads.
The Company may conduct many melas, road
source and displays near corporate
Companies to create mass awareness near the
campus.
To increase the awareness between friends,
relatives of the customer, the company may
Conduct customer meet frequently to collect
customer referrals to increase leads.
The company can take special care to increase the
market share of Karizma and passion Plus.
In the after sales service can be improved Customer
relation department can take care of this.
 Global J. of Arts & Mgmt., 2013: 3 (1)

The outdoor events like paper inserts, direct
mailers, banners, and boards advertisement
Should be increased to increase the awareness
peoples.
Company may introduce new technique in paper
advertisement to increase sales.
suggested to the style and colour, comfort of hero
bikes. A considerable no of responds opining that
there is a need to improve the technology of the
bikes. To keep very good relationship between the
customer and company, the company at present
stared customer relation department.

CONCLUSION
The research done on the susil motors, Hero
motorcycles and customers. All these findings and
conclusion are basically drawn from the
questionnaires, which are filled by the respondents
in person. This research has conducted between the
customer‟s town customers for 128. By measuring
questionnaires it is found majority of the
customer‟s belive Hero product very much. There
is a heavy demand for a hero Honda motor cycle in
the market, as well as their suppliers has also
drastically improved so as to meet the demand of
the customer. Some of the respondents are
REFERENCES
Balu.V. 2001. Marketing research of consumer
behaviour 2nd edition, sri kadeswaran
publication, Delhi.
Kothari. C.R. 2003. Research methodology,
Wishawa prakashan, Delhi.
Philip kotler. 2003. Marketing management.
Prentice Hall of India private limited, Delhi.
Philllai. R.S.N and Bhagavathy. 2002. “modern
marketing”, Sulthan Chand and sons.Delhi.
Schiffman, l and l knauk. 2000. Consumer behavior.
Prentice Hall of India private limited, Delhi.

Fig 1. Stages of the consumer buying process Table 1: Age of respondents

Age No. of respondent Percentage
BELOW 25 20 15.6
25-30 33 25.7
30-35 36 28.1
35-42 18 14
Above 40 21 16.4
Total 128 100
Table 2: Gender of the respondent
S. no Gender No. of Percentage
respondent
1 Male 83 64.8
2 Female 45 35.15
Total 128 100
Table 3: Occupation of the respondent
S.no Occupation No. of respondent Percentage
1 Business 32 25
2 Student 18 14
3 Employee 43 33.5
4 Professional 20 15.6
5 Others 15 11.7
Total 128 128
Table 4: Annual income of the respondent Table 5: Hero prefer by the respondents
S.no Annual income No. of respondent Percentage S.no Product of hero No. Of respondent Percentage
1 Less than 50000 43 33.6 1 Cbz extereme 23 180.0
2 50000-100000 32 25.0 2 Passion plus 15 11.7
3 100000-150000 20 15.6 3 Splendor plus 35 27.3
4 150000-200000 18 14.0 4 Hunk 22 17.1
5 Above200000 15 11.7 5 Karizma 10 7.8
Total 128 100 6 Others 23 18.0
Total 128 100.0
Table 6: Specific reason to like hero Table 7: Price would like to pay for hero by respondent
S.no Specific reason No of respondent Percentage S.no Price No. of Percentage
1 Style 27 21.1 respondent
2 Price 29 22.6 1 35000-50000 45 35.1
3 Mileage 39 30.4 2 50000-75000 28 21.8
4 Color 17 13.3 3 75000-95000 24 18.7
5 Comfort 16 12.5 4 95000-100000 25 11.7
Total 128 100 5 More than 100000 16 12.5
Total 128 100

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 Global J. of Arts & Mgmt., 2013: 3 (1)

Table: 8 Competitive advantage of hero Table 9: Satisfies with additional features by respondents
S.no Competitive No of Percentage S.no Additional No of Percentage
Advantage respondent features respondent
1 Cost 55 42.9 1 Highly satisfied 39 30.4
2 Durability 38 29.6 2 Satisfied 43 33.5
3 Style 35 27.3 3 Neutral 13 10.15
Total 128 100 4 Dissatisfied 18 14
5 Highly dissatisfied 15 11.71
Total 128 100
Table 10: Periods of using hero by respondent Table 11: Mode of awareness
S.no No. of years No. of Percentage S.no Mode of No of Percentage
using respondent awareness respondent
1 6 months 27 21 1 Tv 42 32.8
2 1-2 yrs 32 25 2 Magazine 25 23.5
3 2-3 yrs 17 13.2 3 Newspaper 15 11.7
4 3-4 yrs 23 18 4 Internet 10 7.8
5 More than 5 yrs 29 22.6 5 Friends/relative 36 28.1
Total 128 100 Total 128 100
Table12: Styles of the hero bike Table 13: Attitude towards the performance of the susil motors
S.no Style No of respondent Percentage S.no Performance of No of Percentage
1 Youthful 25 19.5 susil motors respondent
2 Executive 31 24.2 1 Excellent 43 33.5
3 Elegant 27 21.1 2 Good 22 17.1
4 Smart causal 28 21.8 3 Average 31 24.2
5 Sporty 17 13.2 4 Poor 18 14.1
Total 128 100 5 Very poor 14 11
Total 128 100
Table 14: Customer opinion about rate of hero motors Table 15: Customer opinion about buying time
S.no Rate the susil No of Percentage S.no Like to buy hero No of Percentage
motors respondent Honda respondent
1 Excellent 20 15.6 1 Festival offer 25 19.5
2 Good 45 33.1 2 Exchange offer 24 18.7
3 Average 30 23.4 3 Discount offer 34 26.5
4 To be improve 23 17.9 4 Normal days 30 23.4
5 Poor 10 7.8 5 New arrivals 15 11.7
Total 128 100 Total 128 100
Table 16: Service quality of susil motors Table 17: Sales provided by the company
S.no Service quality No of respondent Percentage S.no Sales provided by No of Percentage
1 Excellent 28 21.8 the company respondent
2 Good 33 25.7 1 Highly satisfied 31 24.2
3 Average 38 29.6 2 Satisfied 42 22.8
4 Poor 22 17.1 3 Neutral 24 18.7
5 Very poor 7 5.4 4 Dissatisfied 20 15.6
Total 128 100 5 Highly dissatisfied 11 8.5
Total 128 100
Table 18: Customer recommend hero bike to others
S.no Recommend hero to others No of respondent Percentage
1 Yes 97 75.7
2 No 31 24.2
Total 128 100
Table 19: Chi-square test for gender and attitude of the respondent
Age/additional features Highly Satisfied Satisfied Neutral Dissatisfied Highly dissatisfied Total
Below 25 6 6 2 4 2 20
25-30 13 9 3 5 3 33
30-35 10 14 4 4 4 36
35-40 4 6 2 3 3 18
Above 40 6 8 2 2 3 21
Total 39 43 13 18 15 128
Tabulated value:
Degree of freedom = (R-1) (C-1)
Tabulated value = (5-1) (5-1)
Calculated value = 4.2
Table 20: Chi-square test for gender and attitude of the respondent toward hero motors
Age/Attitude Excellent Good Average Poor Very poor Total
Male 36 16 18 2 11 83
Female 7 6 13 16 3 45
Total 43 22 31 18 14 128
Tabulated value:
Degree of freedom = (R-1) (C-1)
= (2-1) (5-1)
=4
Tabulated value = 9.488
Calculated value = 44.2
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 Global J. of Arts & Mgmt., 2013: 3 (1)

Table 21: Chi-square test for gender and media awareness of the respondent
Gender/media Of Awareness Tv Magazi Newspaper Internet Friends/ Relative Total
Male 20 18 19 8 26 83
Femal 55 7 4 2 10 45
Total 42 25 15 10 36 128
Tabulated value:
Degree Of Freedom = (R-1) (C-1)
S = (2-1) (5-1)
=4
Tabulated Value = 9.48
Calculated Value = 8.1
Table 22: Correlation Table 23: Correlation
X Y x=X-x Y= Y-Y XY X2 Y2 X Y x=X-X y=Y-Y X2 Y2
32 45 6.4 19.4 124.16 41 376.36 43 23 17.4 -2.6 302.7 6.76
18 28 -7.6 2.4 -18.24 57.76 5.76 32 15 6.4 -10.6 40.9 112.36
43 24 17.4 -1.6- -27.84 302.76 2.56 20 35 -5.6 9.4 31.3 88.36
20 15 -5.6 -10.6 59.36 31.36 112.36 18 22 -7.6 -3.6 57.7 12.96
15 16 -10.6 -9.6 101.76 112.36 92.16 15 10 -10.6 -15.6 112.3 243.36
128 128 239.2 545.24 589.2 128 128 544.9 4638.8
Calculation: Calculation:
Correlation (r) = ?xy / / v? x2 y2 Correlation (r) = ?xy / / v? x2 y2

= 239.2 / v545.24*589.2 = 27s / v544.9*463.8

= 0.422 = 0.53

Table 24: Sales support factors of hero motors Table 25: Rank Weighted Average Score
Insights Rank (1-5) Total Rank Weighted Average Insights
5 4 3 2 1 128 I 3.48 After sales and service
After sales and service 28 32 31 24 13 128 II 3.33 Ability to understand
Ability to understand 39 29 18 20 22 128 III 2.96 Online booking
Customer care 15 27 29 30 27 128 VI 2.78 Customer care
Product information 16 17 27 22 46 128 V 2.49 Product information
Online booking 24 23 26 34 21 128
***************

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