Bhawani Singh

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AProject Study Report

onTraining Undertaken at

ADVENT AUTOMOBILES P. LTD.

Titled

CONSUMER BUYING BEHAVIOR FOR THE PRODUCTS OFHONDA

Submitted in partial fulfillment for the award of degree of

bachelor of business administration

in lieu of paper 406

2013-2014

Under the supervision of :- Submitted By-

Bhawani Singh Shekhawat

Asst. Prof. BBA sem. IV

S. S. JAIN SUBODH P.G. COLLEGE University of Rajasthan , Jaipur


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CERTIFICATE

This is to certify that Bhawani Singh Shekhawat student of B.B.A. {4 Sem] of S.S.Jain Subudh P.G.College, Jaipur has successfully completed a project reporton CONSUMER BUYING BEHAVIOR FOR THE PRODUCTS OFHONDA .

Under my supervision she has prepared this project on the basis of trainingreceived at Advent Automobiles Ltd. For a period of 45 days.

To the best of my knowledge this is an original peace of work.

Date : -

Asst. Prof.


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ACKNOWLEDGEMENT

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

time to time.

I express my sincere thanks to my project guide Mr.Bhawani Singh Shekhawat for

guiding me right from the inception till the successful completion of the project. I sincerely

acknowledge her for ascending their valuable guidance, support for literature, critical review of

the project and above all the moral support she had provided to me with all stages of this project.

I would also like to thank the supporting (Sales Executive) for their help and cooperation through

out our project.

Bhawani Singh Shekhawat


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PREFACE

Practical training is one of the major components for any professional course like B.B.A. This

is the real place where a professional is tested in the field. As per the stipulation of Rajasthan

University, I had undergone a practical training at Advent Automobiles P. Ltd., JAIPUR. It

was a good exposure for me to undergo training in such a company. I was able to get

familiarized with the field component that will help me in building my career.

The training at Advent Automobiles P. Ltd., JAIPUR gave me knowledge about the scope of

bikes in India. It helps me know about the growing motor bike industry in India and about the

adaptation of marketing strategy as per the need of organization. Marketing Strategy plays avital role for any business of any kind as it proves to be an important factor-connecting

producer to the market with many interfaces. For this project Jaipur and its adjoining areas are

selected.

CONTENTS


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Chapters Particulars

Chapter 1 Introduction

Introduction to Industry

Introduction to CompanyChapter 2 Theoretical Background

Consumer Buying Behavior

Chapter 3 Problem Definition

Objective Study

Limitation of StudyChapter 4 Research Methodology

Introduction

Research Design

Sources of Data

Sampling Plan

Data Collection MethodChapter 5 Data Analysis and Interpretation

Chapter 6 Facts and Findings

Chapter 7 SWOT Analysis

Conclusions

Recommendation & SuggestionAppendix

Bibliography

Questionnaire


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CHAPTER: 1

HISTORY OF HERO HONDA

COMPANY PROFILE


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INTRODUCTION

Throughout the centuries man has striven to expand his capabilities through the use of machine. His

ever inventive mind has constantly devised ways to use tool to increase his abilities to explore theworld around him. To go faster, deeper, higher and further than before. Coupled with his need to

find new thrills, new adventures and new modes of transportation, the invention refinement of the

motorcycle seems an inevitable out come.

It would seem that Michelangelo conceived of the bicycle as early 14 th century. And his drawing

shows a remarkable resemblance to he modern day bike. It had wheels of similar size and even

pedals and chain. Albeit without any apparent means of steering.

Through never built, it was a remarkably clever design, and early bicycle makers would have done

well to study his concepts, there have, in fact been 4 machines built based on his drawing, attesting

to the viability of his design.

It wasnt until 1869 that the first serious attempts were made to produce motor driven bicycles.

These very first were powered by steam, and driven by leather belts or as in the case of the roper

steam velocipede of 1869 by a system of levers attached to a crank on the driven wheel.

In 1885 the Daimler, Europe this is consider by many as the first true motorcycle or motor bicycle,

as it was the first to employ an internal combustion engine and was designed from the ground up to

be motor powered. Designed by gottlibe Daimler it was powered by an Otto cycle engine producing

about horse powers. Note this design again employed wooden wheels and Daimler dropped the

twist grip controls from his 1877 design in favor of leavers on the frame.

In 1894 Hildebrand and Wolfmuller, France Worlds first production motorcycle. It came with a1428 cc water cooled four-stroke motor producing 2.5 bhp. And speed of 25 mph.

In 1898 orient-Aster, USA the American made production motorcycle was this entry built by the

Metz Company, in Waltham, mass, it used an aster engine that was a French copy of the Metz

Company, in Waltham, mass.


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INTRODUCTION TO INDIAN TWO WHEELER INDUSTRY

The two-wheeler industry in India has grown rapidly in the country since the announcement of the

process of liberalization in 1991 by the then finance minister Dr. Manmohan Singh, now PrimeMinister of India.

Previously, there were only a handful of two-wheeler models available in the country. Currently,

India is the second largest producer of two-wheelers in the world. It stands next only to China and

Japan in terms of the number of two-wheelers produced and the sales of two-wheelers respectively.

In the year 2008-2009, the annual production of two-wheelers in India stood at around 7600801

units.

The trend of owning two-wheelers is due to a variety of facts peculiar to India. One of the chief

factors is poor public transport in many parts of India. Additionally, two-wheelers offer a great deal

of convenience and mobility for the Indian family.

Bajaj auto began trading in imported Vespa Scooters in 1948. Meanwhile Automobile Products of

India (API) commenced production of scooters in the country in the early 50s. Until 1958, API and

Enfield were the only producers of two-wheelers in India. However, Bajaj signed a technical

collaboration in 1960 with Piaggio of Italy to produce Bajaj Scooters. This deal expired in 1971.

The condition of motorcycle manufacturers was no different. Until the mid 80s, there were only

three major motorcycle manufacturers in India namely Rajdoot, Escorts, and Enfield. The two-

wheeler market was opened to foreign manufacturers in the mid 80s. The industry, which had seen a

smooth ride before, faced fierce foreign competition.

Motorcycle companies like the Yamaha, Honda, and Kawasaki, set up plants in India in

collaboration with various Indian two-wheeler companies. Companies like Escorts, Rajdoot and

faced immense competition from smaller 100 cc Japanese technology motorbikes. Bikes

manufactured by Hero Honda, the only company manufacturing four-stroke bikes at that time,

gained massive popularity.


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In the mid 80s, Kinetic introduced a gearless scooter in collaboration with Honda. This scooter

became instantly popular with the younger generation, especially people who found it difficult to use

geared scooters. The introduction of scooters created another segment for people such as women andteenagers who could not get used to driving either motorcycles or gearless scooters. Many

companies such as Kinetic, TVS, and Hero also started manufacturing mopeds that proved

immensely popular with people who wanted a simple riding machine.

The change in the governments policy owning to pollution control norms and the Kyoto agreement

saw the phasing out of two stroke two-wheelers from production. Currently there are around 10 two-

wheeler manufacturers in the country, they being Bajaj, Hero, Hero Honda, Honda, Indus , Kinetic,

Royal Enfield, Suzuki, TVS, and Yamaha.

The latest trend in the two-wheeler market is the introduction of electrically operated vehicles from a

range of manufacturers such as Indus and Hero. These can be recharged from convenient household

electrical points. The only disadvantage is speed, which is restricted to around 25 miles per hour.

Currently, the motorcycle market is witnessing a demand for higher volume engines. Previously, the

100 c bikes were very popular owning to the high fuel efficiency offered. However, the market ismaturing fast. Sensing this movement, the manufacturers launched various models in 125cc, 135cc,

150cc, 160cc, 180cc, 200cc, 225cc, and even 250cc by considering not only fuel efficiency but

power as well.


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Our two wheeler industry is divided into three categories :-

Motorcycle :- Motorcycle dominates the industry and almost 4.2 million motorcycles are sold

annually. Hero Honda is the clear leader in motorcycle and sell more than 185000 motorcyclemonthly followed by Bajaj Auto and selling more then 105000 , Honda 55000,and remaining by

others (Yamaha , LML, Kinetic etc) .

Ungeared scooter : - Ungeared scooter segment is also growing quickly and the total industry

size is almost 54000 vehicle monthly. Honda enjoys the leading position and is on top with

21000 followed by TVS 20000 kinetic 9000 and Bajaj 4000.

Geared scooter :- geared scooter facing negative growth from last 3-4 years the total industry

size is 25000 thousand vehicle monthly Bajaj stays on the top by selling 15000 thousand vehicle

followed by Honda 9000 and remaining by other.


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History OF COMPANY

Type : Public company

Founded : September 24, 1948

Founder : Soichiro HondaTakeo Fujisawa

Headquarters : Minato, Tokyo, Japan

Key People : Satoshi Aoki (Chairman)Takanobu Ito (CEO)

Industry : AutomobileTruck Manufacturer Motorcycle

Produce : Automobiles

TrucksMotorcyclesScootersAtvsElectrical GeneratorsRoboticsMarine EquipmentsJetsJet Engines

The Honda


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The Honda story is the story of one man, Soichiro Honda, and his unparalleled achievement of

bringing motor cycles to the masses. Soichiro Honda was a racer, a businessman, and a

manufacturer. But most of all he was a dreamer. He dreamed of a better way of making piston rings,founded a small company, and began production. He dreamed of giving people everywhere an

economical form of transportation, and began producing small motorcycles, including one built in

1949 called the D-Type Dream.

He also loved racing too. So his company built bigger and faster machines, two, four, five and six-

cylinder race bikes and won the Isle of Man.

Honda Motor Company is by far the world's biggest motorcycle maker. Honda's first motorcycle

was born out of necessity in immediate post World War II Japan, where public transportation was

desperately overcrowded and gasoline severely restricted.

Looking for a solution to his, and thousands of others', personal transport problems, Honda came

across a job lot of 500 war surplus two-stroke motors designed to power electric generators; nobody

else wanted them so Honda picked them up cheap.

His aim was to adapt them for attachment to push-bikes and, by October 1946, his small factory in

Hamamatsu was making complete, makeshift motor bikes using proprietary cycle frames. Because

gasoline was in short supply, Honda adapted his motors to run on turpentine, a fuel that he himself

distilled from pine trees and sold throughout Japan. Turpentine (or gas thinned out with turpentine)

was not the best thing for powering motorbikes, and required a lot of strenuous pedaling to warm the

engine up enough before you could get going.

Honda's first bikes were very successful and supplies of the surplus engines ran out after a few

months. Business was good by then, so he decided to manufacture his own motors. Using the surplusmotor as a model, Honda designed and built his own 50cc engine.

In November 1947, the 1/2 horsepower A-Type Honda was being manufactured and sold as a

complete motorbike. Because the motorbike gave off a lot of smoke and a stench of turpentine it was

known as the "Chimney".


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Soichiro Honda started Honda Motor Company in 1948, at the age of 41. Soon after he hooked up

with financial whiz Takeo Fujisawa and together they built an empire.

1948 saw Honda introduce a 90cc version of the A-Type known as the "B-Type".

By 1949 Honda came out with the "D-Type". Mr. Honda was involved in every step of the two-

stroke D-Type Dream's design and manufacture. This was Honda's first motorcycle. This was far

from simply slotting a motor into a pushbike frame. Honda called his machine 'The Dream', because

his dream of building a complete, motorcycle had come true. Soichiro Honda was an engineer and

was always looking to produce better and more sophisticated machines.

It turned out to be the 146cc, OHV, four-stroke E-Type Dream. A powerful machine producing 5

1/2bhp capable of 50mph. It had a steel frame and proper suspension front and rear. By October

1951 the new Dream was in production at the rate of 130 units per day.

In 1952 Honda produced the first "Cub" F-Type, a 1/2 horsepower, 50cc, two-stroke engine that

was produced in huge numbers. You could get one to fit to your pushbike or buy the complete red

and white Honda "Auto Bai". Less than a year after its Introduction, production was 6500 units per

month, at that time it was 70% of Japan's powered two-wheeler market.

In 1953 Honda produced the 90cc, four-stroke single, a motorcycle of even greater sophistication.

This was known as the Benly, in Japanese this means "convenience". The J-Type Benly had a three-

speed gearbox, produced 3.8bhp, a pressed steel Frame, rear suspension with the engine and

swinging arm on a sprung pivot, and telescopic front suspension. Before long they were selling at a

rate of 1000 units a month.

In 1954 a 200cc scooter, the Juno, was introduced to capture some of the sales from the Vespa

scooter copies that were being built in Japan. Honda produced different versions of the Dream and

Benly motorcycles over the next few years incorporating different size engines (up to 350cc) and

other refinements.


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In September 1957 Honda introduced their first twin-cylinder motorcycle, the sophisticated 250cc

OHC four-stroke C70 Dream. It was the forerunner of Honda's high-performance 125 and 250cc

twins.

In early 1958 Honda fitted an electric starter to the 250cc Dream and named it the C71 and, in 1959,

the latest Benly an incredibly sophisticated 125cc OHC four-stroke twin, capable of 70mph was

introduced as the C92.

In July 1958 Honda introduced in Japan what became the world's most successful motor cycle, the

C100 Super Cub.

The Super Cub was developed over three years to be a cheap and practical motorcycle that literally

anyone could use. It used a 50cc four-stroke OHV motor and centrifugal clutch with three-speed

transmission. It was so easy to operate that even new riders could ride it as easily as a pushbike. Its

innovative frame without a crossbar made it popular with the ladies and set a new trend in commuter

motorcycling. The word "scooterette" was coined to describe this step-through style motorbike

which sold in 50, 70 and 90cc versions.

In 1959 it was the first Honda motorcycle sold in the U.S., eventually becoming the world's best-

selling vehicle (30 million to date). As proof the original concept and design was perfect is the fact

that today's C50, C70 and C90s have only detail changes to set them apart from the machines of 25

years ago.

That same year, 1959, Honda introduced the 250cc C72 Dream in Amsterdam. This was the first

Japanese bike to be officially shown in Europe. It surprised the crowd with its unusual pressed steel

frame, swing arm and front leading link forks, sophisticated OHC all aluminum engine, electric

starter and indicators.

In the UK learners had just been restricted to motorcycles of this size and wanted the fastest bikes

they could legally ride. The Honda's were the fastest 250s around, and the C72 with its

improvements like 12-volt electric's and wet sump lubrication, successor of the C71, was capable of

80mph and could still get 66 miles per gallon.


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The CB92 retained the pressed-steel frame and leading link forks while the CB72 received a tubular

style frame and telescopic front suspension.

In 1961 two years after Honda started selling Super Cubs, Honda stunned the racing world with

"Mike the Bike" Hailwood's twin victories at the Isle of Man. It was the first of an unprecedented

string of victories that was only the beginning of Honda's racing tradition.

From the beginning, Mr. Honda dedicated his company to racing, racking up over 100 major

motorcycle championships around the world. What was learned from building high-performance

racing machines later led to the development of groundbreaking production of motorcycles.

The classic CB72 and CB77 helped fuel interest in riding, got America on two wheels, and

established Honda as a serious player. The Hawk name has appeared on Honda models CB72, CB77,

CB400T, NT650, VTR1000F ever since, the latest being the 1998 VTR1000F.

In 1962 this breakthrough advertising "You meet the nicest people on a Honda" shattered the myth

that motorcycles were only for tough guys and rebels. It reached out and made Honda and

motorcycling in general, appealing to everyone.

The C77 a 305cc version of the Dream and the CB77, a Super Sports motorcycle producing 28.5bhp

were introduced in 1963.

In 1964 the C95 a 154cc version of the Benly and a 161cc version Of the CB160 was also offered.

The Hondells recorded "Little Honda" in 1964. Honda entered the American pop culture as the

subject of this hit song.

In 1965 Honda, always eager for a new market, jumped into the big leagues with their first big, fast

production motorcycle, the innovative 43bhp CB450 twin. This was a double overhead-camshaftmachine with torsion bar valve springs that would do a genuine 104mph, a machine to challenge the

500cc-plus bikes.

Despite its performance, sales of the CB450 worldwide were Poor. A number of engineering

changes were made, in 1967 a five-speed gearbox was added.


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In 1967 Honda had their first big off-road win in the "first" Baja 1000.

In 1968 Honda stopped production of the CB72 and CB77 and produced a new line of high

performance SOHC twins with five-speed gearboxes, called the CB250 and CB350, with the CB350

able to hit 106mph.

At the Tokyo Show of 1968 Honda, after months of tantalizing rumor, unveiled a landmark

achievement that would change the motorcycling world forever. A 750cc bike with four cylinders

and a disc brake that was so fast and powerful a new word, "superbike", was coined to describe it.

The CB750F four was the biggest bike out of Japan, proving that a high-performance motorcycle

could also be very reliable.

In April 1969 Honda set the motorcycle world on fire with the introduction of the CB750.

Performance was staggering, easily hitting 120mph and at the time it had better acceleration than

anything else on the road.

In 1969 the first Honda automobile sold in the U.S., leading Honda to become a preeminent

automotive power.

Performance vis--vis Industry

The Indian two wheeler industries has seen a paradigm shift from being a regime of regulation and

tight control in the 1980s to a more liberalized and a competitive present day era. After missing out

on the initial boom in two wheeler segment during the period of 1993-1996, Honda has emerged as a


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world leader. The gap between motorcycles sold by Honda and its closest rival is approximately 1 m

units (23% of industry size). One of the reasons for the tremendous performance of Honda is the

significant increase of share of motorcycles in the two-wheeler segment, from 42% in FY98 to 77%

in FY08. No doubt, that the shift in preference of Indian populace from scooters and mopeds towardsmotorcycles has facilitated the growth of Honda. However its performance vis--vis industry

indicates that the performance of Honda was better than the industry peers, barring two years. In the

fourteen-year period ending FY08, it has achieved a CAGR of 30% in two-wheeler volumes against

11% of the industry.

HONDA`S PRESENT STANDING

Honda Motor Company, Japan with its headquarters in Tokyo, has manufacturing operations in 32

countries with 109 production bases.


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The company principal of Honda Worldwide is dedication to supplying products of the highest

quality yet at a reasonable price for worldwide customer satisfaction.

It has 3 business divisions namely 2-wheelers, 4-wheelers and Power Products. Apart from HMSI

that manufactures 2-wheelers, the other business divisions in India include Honda Siel Cars India

Limited (HSCI) and Honda Siel Power Products Limited (HSPP).

The HMSI factory is spread over 52 acres, with a covered area of about 85,815 square meters at

Manesar, Gurgaon district of Haryana. The foundation stone for the factory was laid on 14th

December 1999 and the factory was completed in January 2001. The initial installed capacity was

100,000 scooters per year, which has reached 6,00,000 scooters by the year by 2007 and motorcycle

capacity shall be 4,00,000 per annum. The total investment outlay for the initial capacity was Rs.

215 crores and now the accumulated investment is 800 crores.

Honda`s fundamental design philosophy seeks to maximise space and comfort for people, while

minimising the space required for mechanical components. With this aim in mind, Honda's R&D

activities include product-specific development and fundamental research.

Let's talk about few of the advanced technologies that Honda has:

Combi Break System

Generally, it is not easy to control a 2-wheeler while braking during emergencies and bad road

conditions. This system not only allows easy & simultaneous operation of the front & rear brake but

also provides optimal braking performance. Once the left side brake lever is pressed, the system

distributes the appropriate braking power between the front and rear wheels, which assures complete

safety for the rider.

HondaMatic Transmission

The compact, efficient & oil pressure controlled Hondamatic Transmission is the world's first fully

automatic transmission system, which delivers a dynamic combination of torque & excellent


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accelerator response for a constant and superior driving experience. The transmission is being used

in Honda's all terrain vehicles. Honda is working hard to introduce this Hondamatic in two-wheelers.

Fuel Injection System

Honda's fuel injection technology is designed to realize ideal combustion, which results in delivering

maximum power output, greatly improved fuel efficiency and yet be environment-friendly.

Idle Stop System

Honda has created an advanced Idle Stop System that reduces fuel consumption while totally

blocking out toxic exhaust gas and unwanted noise. It enables the engine to stop automatically for 3

seconds after the vehicle stops moving. And when the throttle is opened, the vehicle engine restarts

and takes off smoothly.


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Products of Honda

Honda CBF Stunner


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Honda Unicorn


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Honda Shine


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Honda Activa


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Honda Aviator


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CHAPTER: 2

CONSUMER BUYING BEHAVIOUR


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CONSUMER BUYING BEHVIOUR

The main aim of marketing is to meet and satisfy target customer`s needs and wants. Buyer behavior is the study of the act of a customer who intends to buy a product, his likes and dislikes and

the factors that influence his purchasing decision. The field of consumer behavior studies how

individuals, groups and organization select, buy, use goods, service, ideas, or experience to satisfy

their needs and desires understanding consumer behavior and knowing a customer is never simple.

The wealth of products and service produced in a country make our economy strong. The behavior

of human being during the purchase is being termed as Buyer Behavior. Customer says one thing

but does another. They may not be in touch with their deeper motivations. They are responding to

influences that change their mind at the last minute. A buyer may take a decision either to save or

spend the money.

Definition of Buyer Behavior:-

Buyer behavior is all psychological, Social and physical behaviors of potential customers as they

become aware of evaluating, purchasing, consuming and telling others about product & service.


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Consumer Buying Decision Process

There are following five stages in consumer buying decision process.

1. Problem identification:-

The buying process starts when the buyer recognizes a problem or need. The need can be triggered

by internal or external stimuli. Marketers need to identify the circumstances that trigger a particular

need. By gathering information from a number of consumers, Marketers can identify the most

frequent stimuli that spark an interest in a product category. They can then develop marketing

strategies that trigger consumer interest.

2. Information Search:-

The consumer tries to collect information regarding various products/service. Through gathering

information, the consumer learns about completing brands and their features. Information may be

collected form magazines, catalogues, retailers, friends, family members, business association,

commercial, chamber of commerce, telephone directory, tradefair etc. Marketers should find out thesource of information and their relative degree of importance for the consumers.

Personal Sources: Family, friends, neighbor, as quittances.

Commercial Source: Advertising, sales persons, dealers, packaging, displays.

Public sources : mass media, consumer, rating organizations.

Experimental sources: Handling. Examine, using the product.


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3. Evaluation of alternative:-

There is no single process used by all consumers in all buying situations. There are several processes

included in it.

First, the consumer is trying to satisfy need.

Second, the consumer is looking for certain benefits from the product.

The marketer must know which criteria the consumer will use in the purchase decision.

4. Choice of purchasing decision :-

From among the alternatives available the consumer makes the solution.

There are a few questions in the mind of a buyer like what to buy?, What type of product he must

buy?, From whom he must buy?, What would be the mode of payment? And so on...

The marketer up to this stage has tried every means to influence the purchase behavior, but thechoice is properly consumer`s. In the evaluation stage the consumer forms preferences among the

brands in the choice set. The consumer may also form an intention to but the most preferred brand.

5. Post Purchase Behavior:-

After the purchase of the product, the consumer may experience the same level of product or he may

not. The Marketers job does not ends with the buying of product by customer. After selling of the

product he must monitor the post-purchase satisfaction, post-purchase action, post-purchase use and

disposal.


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Post Purchase Satisfaction :-

The buyer`s satisfaction is a function Of closeness between the buyer, `s expectation and the

products Perceiver performance. The larger the gap between expectation and performance the

greater is the consumer dissatisfaction.

Post purchase Action:-

The Consumer`s satisfaction or dissatisfaction with the product influence subsequent behavior. If the

consumer is satisfied, he or she will exhibit a higher probability of purchasing the product again.Dissatisfaction among the consumers may abandon and boycott the product.

Post-Purchase Use or Disposal :-

The marketer should also monitor new buyers use and dispose of the product. If the consumer store

the product in a close, the product is probably not very satisfying. If the consumer throws the

product away, the marketer needs to know how they dispose of it; especially it can be hurt the

environment.


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Characteristic of Buyer Behaviors

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

(1) It consists of mental and physical activities which consumers undertake to get goods and

services and obtain satisfaction from them.

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

merchandise and making a purchase and mental activities-such as forming attitudes, perceiving

advertising material, and learning to prefer particular brands.

(3) Consumer behavior is very complex and dynamic and is constantly changing. And therefore,

management needs to adjust with the change otherwise the consumer may shift to other product.

(4) The individuals specific behaviors in the market place is affected by internal factor, such as need

, motives, perception, and attitudes, as well as by external environmental influences such as the

family social groups, culture, economics and business influences.


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CHAPTER: 3

PROBLEM DEFINITION

OBJECTIVE OF STUDY

LIMITATIONS OF STUDY


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PROBLEM DEFINITION

To know consumer`s buying behavior and demand in the minds of consumers of Jaipur city becauseconsumer say something and does something. There are many companies manufacturing

motorcycles into the market thus the customer gets a choice at a large scale.

Therefore, research is required to measure present consumer buying behavior at the purchase of

Honda bike. So the researcher`s problem is to identify what are the criteria that prospective customer

takes into consideration before buying the motorcycles.

SCOPE OF STUDY

The main scope of the study is limited to Jaipur city.

It also analysis the benefits accruing to the company as a result of services offered.

This study has been made to find the level of satisfaction the customer has regarding the

service provider by bike place.

OBJECTIVES OF STUDY

To know market position of Honda bike in the market.

To know consumer behavior for purchase of two wheeler bike.


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LIMITATIONS OF STUDY

When the buyers are busy we cant get accurate data from them.

According to the time limit of our project we can cover only some area.

During survey some respondents may not give answer in a proper manner.


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CHAPTER:-4

INTRODUCTION

RESEARCH DESIGN

SOURCES OF DATA

SAMPLING PLAN

DATA COLLECTION METHOD


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RESEARCH METHODOLOGY

Introduction

Marketing research is the function which links the consumer, customer and public to the marketers

through information used to identify and define marketing, opportunities and problems, generates

refine marketing action; monitor marketing performance; and improve understanding of marketingas a process.

Marketing research specifies the information required to address these issues; designs the method for

collection information manages and implements the data collection process; analysis the results and

communication the findings and their implication.

Research definition:

Research is careful inquiry or examination to discover new information and relationship and to

expand and to verify exiting knowledge,

Research always starts with questions or a problem. Its purpose is to find answer to questions

through the application of the scientific method. It is a systematic and intensive study directed

towards a more complete knowledge of the subject studies.

Research design

Research design is the plan, structure and strategy of investigation conceived so as to obtain answer

to research question and to control variance.


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- BY KERLINGER

From definition it is evident that research design is more or less a blueprint of research.

At the outset may be noted that there are several ways of studying and tackling a problem. There is

no single perfect design. The research design can be classified in to three broad categories:

(A) Exploratory

(B) Descriptive

(C) Casual

Exploratory research is focus on the discovery of ideas. Exploratory research is carried out to define

problems and developed hypothesis to test later. An exploratory study is generally based on the

secondary data that are readily available. It does not have to change its focus of direction, depending

on the availability of new ideas and relationship among variables.

Descriptive studies are undertaken in many circumstances. Descriptive studies can be complex,

determining a high degree of scientific skill on the part of the researcher.

Casual research helps in determined cause and effect relationship between two or more variables.

The present study seeks to find out the consumers attitude towards buying of bike. The study also

aims at findings out the drawbacks of the marketing set up of Honda Motors PVT. LTD. So this

makes the study a descriptive one.


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Sources of Data

The sources of data collection methods are as follows.

a) Primary data :-

The primary data is the one that we collect for the first time from the market and is also used first

time in the research. We also say that the information is first time in the research decision. To collect

the primary data questionnaire is prepared structure non-disguise questionnaire is prepared.

b) Secondary data :-

Secondary data are those data which are already collected by someone for some purpose and are

available for the present study; secondary data are already collected by the companys records and

other librarys books. When the secondary data are sufficient, the researcher has to be satisfied with

the primary sources of data. Secondary data can be used as bases for comparison with primary data

that have been collected by questionnaire.

Data Collection Method

Researcher instruments is the tool by which the researcher can do research on specific problems or

objective. The most popular research instrument for collection data is Questionnaire for a

particular investigation. It is simple for a moiled set of questions presented to respondents for their

answers. Due to this flexibility, it is most common instrument used to collect the primary data.

During the pre- testing of questionnaire, I saw the reaction of respondents and suggestions required

to make changes in research instrument.


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The questionnaire contains three types of questions.

Open-ended question :-

It is helpful in knowing what is uppermost in the minds of the respondents. It gives complete

freedom to the respondent.

Dichotomous questions :-

It has only two answers in form yes or no, true or false, use or do not use. So the

respondent is offered two choices.

Multiple-choice question :-

In this, the respondent is offered two or more choices.

Sampling plan

Sampling is a process of obtaining the information about the entire population by examining a part

of it .The effectiveness of the research depends on the sample size selected for the survey purpose.

(A)sample Site:-


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The survey was conducted in Jaipur city.

(B)Sampling Unit:-

It means Who is to be surveyed. Here target population is decided who are interested to purchaseBike and sampling frame is developed so that every one in the target population has known chance

of being sampled. So the survey is conducted particularly in Jaipur City.

(c)SIMPLE SIZE:-

For the purpose of proper survey, there is need of perfect research instruments to find out sample

size for more accurate result about buying behavior of bike. The sample size is 100 respondents.

(D)Sampling Method:-

A stratified random sample is one where the population is divided in to mutually exhaustive strata or

sub-group and then a simple random is selected within each of strata on age groups, occupation etc.

It may be noted that stratification does not means absence of randomness. I use a simple random

sampling method.


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CHAPTER: 5


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1. AGE WISE CLASSIFICTION

Age (in year) No. of respondents Percentage (%)18-20 30 3021-25 37 3726-30 15 1531-35 06 0636-40 07 07

41& above 05 05Total 100 100

Age wise Classification

30, 30%

37, 37%

15, 15%

6, 6%7, 7% 5, 5%

18-20

21-25

26-30

31-35

36-40

41& above

(Sources: Questionnaire-personal Detail)


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Comment:- Above Graph shows that 30% of respondent in age group of 18-20, 37%of respondent in

age group of 21-25, 15% of respondent in age group of 26-30, 7% and 5% respondent are come in

36-40 and 41&above.

2. OCCUPATION WISE CLASSIFICATION

Occupation No. of respondents Percentage (%)

Servicemen 30 30Student 47 47Business 12 12Profession 08 08Others 03 03Total 100 100


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(Sources: Questionnaire-personal detail)


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Comment:- Above Chart Shows that 30 respondent are Servicemen out of 100 and 47 are the

students. 12 respondents are businessman.

3. INCOME WISE CLASSIFICATION

Income Level No. of respondents Percentage (%)


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Income Wise Classification

54, 54%

25, 25%

11, 11%7, 7% 3, 3%

5000

5000-10,000

10,000-15,000

15,000-20,000

20,000 Above

(Sources: - Questionnaire Personal Detail)

Comment:-

Above graph shows that 54% of respondent`s income is


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45 45

55 55

0

10

20

30

4050

60

By cash By Loan

No. of respondentsPercentage (%)

(Sources: - QuestionnaireQue.8)

Comment:-

Above Graph shows that 55 people purchase Honda Bike For by Loan and 45 people purchase

Honda Bike from Cash.

5.ANALYSIS OF PREFERING AUTO MOBILE

Auto Mobiles No. of respondents Percentage (%)

Advent 20 20Satnam 17 17Shrerit 11 11Other 52 52Total 100 100


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(Sources: - Questionnaire Que.7)

Comment:-

Above Chart shows that out of 100, 52 % respondents prefer other Automobile to purchase bike. 20

% respondents prefer Advent Automobile to purchase bike.

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


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(Sources: - Questionnaire Que.3)

Comment:-

Sources No. of respondents Percentage (%) News Paper 31 31T.V.Advertisement 23 23Friends 29 29

Others 17 17Total 100 100


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Above graph shows that 48 % respondents come to know from the other. Then 26 % respondents

come to know from the friends. 14 % & 12 % respondents come to know from T.V. Advertisement

& news paper respectively.

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

Age (in year) Hero

Honda

Bajaj Honda Yamaha TVS Total

18-20 15 05 05 02 03 3021-25 23 06 03 03 02 37

26-30 09 02 01 03 00 1531-35 02 00 01 01 02 0636-40 01 2 02 01 01 0741& above 01 01 00 02 01 05Total 51 16 10 12 11 100

(Sources: - Questionnaire personal detail)

Comment: -

Above Charts shows that 10 of total 100 respondents use Honda Companys Motorcycle. Hero

Honda leads the market by 51.


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

Sources No. of respondents Percentage (%)Father 46 46Self 42 42Mother 10 10Others 02 02Total 100 100

(Sources: - Questionnaire personal detail & Que-4)

Comment:-

Above Graph shows that 46 % respondent`s father takes the decision for purchasing bike. And 42 %

respondents take decision themselves for purchasing bike.

9. WHAT FEATURES YOU CONSIDERS WHEN YOU PURCHASE BIKE PLEASE GIVES

THE RANK.


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Comment:- Above chart show that maximum no of respondents are give more weightage to the

price.

10. RATE THE FOLLOWING ATTRIBUTES OF SHOW ROOM

Weightage 6 5 4 3 2 1Attributes Excellent Very

Good

Good Average Poor Very

Poor

Total

Price 30 20 18 16 10 06 100Less

maintenance

18 11 17 30 13 11 100

Style 21 18 19 10 11 21 100Durability 10 17 16 24 21 12 100Mileage 24 19 14 17 09 17 100Easy Driving 20 12 21 23 10 14 100Brand

Reputation

17 19 14 21 17 12 100

Color 28 19 18 13 10 12 100Pick up 19 22 15 20 14 10 100Total 187 157 152 174 115 115 900

Attributes Excellent Very

Good

Good Average Poor Total

Available 30 24 18 16 12 100After Service 16 35 24 15 10 100Knowledge Of

Sales man

20 21 23 20 16 100

Service 25 18 27 19 11 100Infrastructure 12 29 20 17 22 100Total 103 127 112 87 71 500


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Comment :

Above chart shows that 30 respondents out of 100 are available who give Weight age on the

excellent and second 35 respondents out of 100 are after service who gives Weight age on the Very

Good, 23 respondents are Knowledge of salesman who give Weight age on the good, 27 respondents

are service who give Weight age on the good, 29 respondents are Infrastructure who gives Weight

age on the Very Good

11. RATE THE FOLLOWING SCHEMES THAT ATTRACT YOU MOST.


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Good


Festival Offer 43 21 12 14 10 100

Exchange Offer 15 31 29 12 13 100

Special Gift 20 19 30 20 11 100

Cash Discount 11 21 19 34 15 100

Anniversary

Offer

14 13 12 20 41 100

Total 103 105 102 100 90 500


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Comment:-

Above graph shows that in festival offer 43 respondents out of 100 are give an excellent, then in

exchange offer 31 respondents out of 100 are give a very good rank, in special gift 30 respondents

are give a good rank, in cash discount 34 respondents are give a average rank

12. RATE THE FOLLOWING FEATURE ON BASIS OF WHICH YOU HAVE PURCHASE

HONDA BIKE


Good


Mileage 31 26 15 18 10 100

Available 14 25 32 16 13 100Price 16 22 42 11 09 100

After Service 20 31 25 14 10 100Pick up 21 36 17 15 11 100

Style 18 25 15 26 16 100

Color 20 24 26 10 20 100Average 27 24 20 15 14 100

Total 167 213 192 125 103 800


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Comment:-Above graph show that respondents give more weightage to the price then after they give more

weightage to the mileage before purchasing motorcycle.

CHAPTER: 6


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Facts and Findings

The study shows that 10 respondents are using Honda bikes.

The current trend is that respondents give maximum no of point to price and mileage.

The study show that 48 respondents came to know from others and 26 respondents came to

know from friends about Honda bikes.

The study shows that 55 respondents purchased Honda bikes by Loan and 45 respondents

purchased Honda bikes by cash.

The study shows that 31 respondents give priority to mileage.

The study shows that more no. of respondents gives more weightage to price. The more no. of

serviceman, Students, Businessmen, and others give more weightage to the price and

Professionals give more weightage to the mileage.

The study shows that 46 respondent`s father take a decision to purchase bike And 42 respondents

take a decision themselves to purchase a bike.

The study shows that 30 respondents give rank to available in show rooms and 35 respondents

give rank to after service.


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The study shows that 43 respondents give excellent to festival offer and 41 respondents give

poor rank to the anniversary offer.

The study shows that 54 respondents purchase Honda bike whose salary is below 5000 income.

CHAPTER: 7


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STRENGTHS

Ability to understand customers needs

and wants

Recognized and established brand name

Effective advertising capability

WEAKNESSES

Lack of promotion and advertisement

Lack of discount, ad on gifts and

festive offers

Combustion chamber not more than

150 cc in any of the bikes

OPPORTUNITIES

Global expansion into the Caribbean andGlobal expansion into the Caribbean and

Central AmericaCentral America

Expansion of target market (includeExpansion of target market (include

women)women)

Become Indias leader in the scooter Become Indias leader in the scooter marketmarket

THREATS

Hero Honda, being an establishedHero Honda, being an established

brand in the country and this may brand in the country and this may

create difficulty for Honda to capturecreate difficulty for Honda to capture

market.market.

Bajaj is emerging as a new competitor.Bajaj is emerging as a new competitor.


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Strengths

Ability to understand customers needs and wants

Recognized and established brand name

Effective advertising capability

Weaknesses

Lack of promotion and advertisement.

Lack of discount, ad on gifts and festive offers

Combustion chamber not more than 150 cc in any of the bikes.


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CHAPTER: 8


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SUGGESTIONS

1. Honda should introduce a low price moped.

2. For the promotion, company should make road-show that will Increase the sales.

3. The company should give more emphasis on the advertisement.

4. As people expect more mileage per kilometer, company should increase the mileage of the

Honda bike.

5. Honda should introduce a sports model like CB 1000 RR in Indian market which can attract

young generation.

6. Neither there is any discount offer nor any kind of gift offers at the time of purchase of bikes.

So the company must launch such schemes to promote sales.


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BIBLIOGRAPHY

Kothari C.R., Research Methodology (2006), Wishwas Publication

Kotler Philip, Marketing Management 12 th (Millennium) edition (2003), Prentice-Hall of India

Private Limited, New Delhi

F.W. Taylor

Mc. Graw Hills

Francis Cherunilam

James A.O. Brien

J.C. Gandhi

www.Honda2wheelersindia.com

www.wikipedia.com

www.smokeriders.com


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QUESTIONNAIRE

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

1 Do you own a bike?

(a) Yes [ ]. (b) No [ ]

If yes than,

2 Which company`s bike do you have at present?

Company`s Name ____________________

3 With whom did you referred to before purchasing the bike?

(A) News paper [ ] (C) TV advertisement [ ]

(B) Friends [ ] (D) others [ ]

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

(A) Father [ ] (B) Mother [ ]

(B) Self [ ] (D) other [ ]


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5 How you purchase bike?

(A) By cash [ ] (B) By Loan [ ]

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

attributes excellent Very

good

good Average Poor Very

poor

PriceLess maintenanceStyleDurabilityMileageEasy drivingBrand reputationColor

7 Rate the following attributes of show room

Attributes 1 2 3 4 5

Available

After sales

Services

infrastructure

8 From where are you purchasing___________?


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(A) Advent Auto [ ] (C) Shrerit Auto [ ]

(B) Satnam Auto [ ] (D) others [ ]

9 Rate the following schemes that attract you most.

attributes 1 2 3 4 5Special offer Exchange offer Special giftCash discount

10 Rate the following features for which you have purchase Honda

Bike.

Attribute 1 2 3 4 5

MileageAvailablePriceAfter servicePick up

11 give your suggestion.

_____________________________________________________________________________

____________________________________________________________________________


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CUSTOMER PERSONAL INFORMATION:-

A. Name: - ___________________________________________

B. Address:-___________________________________________

___________________________________________

___________________________________________

C. phone no:-__________________________________________

D. Age (in year):-

18 to 20 [ ] 21 to 25 [ ]

26 to 30 [ ] 31 to 35 [ ]

36 to 40 [ ] 41 & above [ ]

E. Occupation:-

Services [ ] Businessman [ ]

Students [ ] Professional [ ]

Others [ ]

F. monthly income:-

5000 [ ] 5000-10,000 [ ]

10,000-15,000 [ ] 15,000-20,000 [ ]

20,000 Above [ ]


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Sing.___________________

Date.___________________

Bhawani Singh

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