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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A survey on Consumer Perception of Hero Honda Splendor plusSeveral 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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A survey on Consumer Perception of Hero Honda Splendor plusPerceiving 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.

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A survey on Consumer Perception of Hero Honda Splendor plus“Consumer behaviour is the process where by individuals decide what, when,

where, how and from whom to purchase goods and services”.

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.

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A survey on Consumer Perception of Hero Honda Splendor plusThe 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.

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.

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A survey on Consumer Perception of Hero Honda Splendor plus1.6 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

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

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.

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SALES VOLUME

PROFITABILITY

GROWTH

A survey on Consumer Perception of Hero Honda Splendor plus 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.

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

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A survey on Consumer Perception of Hero Honda Splendor plusas a separate organization within the whole system. Sales organization is used to

attend the qualitative and quantitative objective of personnel selling.

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.

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A survey on Consumer Perception of Hero Honda Splendor plus Controlling and fixing remuneration of sales man.

Supervising Sales man.

Quotas setting and evaluation of sales performance.

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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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

SALES ORGANISATION CHART

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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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A survey on Consumer Perception of Hero Honda Splendor plusSales 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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A survey on Consumer Perception of Hero Honda Splendor plus 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.

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A survey on Consumer Perception of Hero Honda Splendor plusTourist Trophy (TT) races were held on the Isle of Man in 1907 as reliability or

endurance races.

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.

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A survey on Consumer Perception of Hero Honda Splendor plusThis 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.

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

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A survey on Consumer Perception of Hero Honda Splendor plusinches) 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.

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.

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A survey on Consumer Perception of Hero Honda Splendor plusIt 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

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

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A survey on Consumer Perception of Hero Honda Splendor plusassembly 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.

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.

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A survey on Consumer Perception of Hero Honda Splendor plusPiaggio 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.

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 12 th December 1983

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A survey on Consumer Perception of Hero Honda Splendor plusthe shareholders agreement was signed and in 1984 January 19 th 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.

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.

26

A survey on Consumer Perception of Hero Honda Splendor plusThey 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.

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

27

A survey on Consumer Perception of Hero Honda Splendor plusmodern 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

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

28

A survey on Consumer Perception of Hero Honda Splendor plusUnique 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.

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

29


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.

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

30

A survey on Consumer Perception of Hero Honda Splendor pluslandscape 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

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

31

A survey on Consumer Perception of Hero Honda Splendor plusParts, 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.

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.

32

A survey on Consumer Perception of Hero Honda Splendor plus 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.

Various Models of Vehicles:-

Cd Dawn

Hero Honda Pleasure

CD Deluxe

Splendor NXG

33

http://www.herohonda.com/site/ss

A survey on Consumer Perception of Hero Honda Splendor plus Splendor super

Splendor Plus

Passion Plus

Glamour

Hero Honda Achiever

Hunk

CBZ Xtreme

Karizma R

SPLENDOR+ :

34

http://www.herohonda.com/site/products/index.asp?Sec=Splendor%2B


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.

Technical Specifications:

Engine 4-Stroke OHC, Single Cylinder, Air Cooled

Bore X Stroke 52.4 X 57.8 mm35


Displacement 124.7 cc

Compression

Ratio

9.1: 1

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

(LXWXH)

1995 X 735 X 1095 mm

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

36


CD-Dawn

CD DELUXE

37


Hero Honda – CBZ

38


2.1 Statement of the Problem:

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

39

A survey on Consumer Perception of Hero Honda Splendor plusworld. 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:

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.

40

A survey on Consumer Perception of Hero Honda Splendor plus2.4 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

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.

41

A survey on Consumer Perception of Hero Honda Splendor plus 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:

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:

42

A survey on Consumer Perception of Hero Honda Splendor plusValidation:

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:

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.

43

A survey on Consumer Perception of Hero Honda Splendor plusProduct:

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.

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:

44

A survey on Consumer Perception of Hero Honda Splendor plusIs 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. 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.

45


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

40 – 50 years 12 12

50 and above 8 8

Total 100 100

46

A survey on Consumer Perception of Hero Honda Splendor plusINFERENCE:

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:

47


48


Table – 4.2

Table Showing Marital Status of the Respondents:

Marital StatusNo. of

Respondents Percentage

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.

49

A survey on Consumer Perception of Hero Honda Splendor plusGraph 4.2

Graph showing Marital Status of the Respondents:

50

A survey on Consumer Perception of Hero Honda Splendor plusTable – 4.3

Table Showing Educational Qualification of the Respondents:

QualificationNo of

RespondentsPercentage

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.

51


Graph Showing the Educational Qualification of the Respondents:

52

A survey on Consumer Perception of Hero Honda Splendor plusTable – 4.4

Table Showing the Occupation of Respondents:

OccupationNo. of


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

53

A survey on Consumer Perception of Hero Honda Splendor plusGraph Showing the Occupation of the Respondents:

Table – 4.5

54

A survey on Consumer Perception of Hero Honda Splendor plusTable showing monthly income of the respondents:

Monthly Income

(In Rs.)No. of Respondents Percentage

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.

55


Graph showing monthly income of the respondents:

56

A survey on Consumer Perception of Hero Honda Splendor plusTable 4.6

Table showing how respondents were aware of this brand:

SourceNo. of


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.

57


Graph 4.6

Graph showing how respondents were aware of this brand:

Table 4.7

Table showing the respondents having any other two-wheeler before purchasing

Splendor plus

Two wheelersNo. of


58


Yes 70 70

No 30 30

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:

59


Table 4.8

Table showing reasons for replacing the old brand:

ReasonsNo. of


Problems of engine 4 6 60

A survey on Consumer Perception of Hero Honda Splendor plusProblems of spare parts 4 6

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:

61


Table 4.9

Table showing the attributes considered by respondents with regard to Splendor plus:

62


Ranking Excellent Good Satisfactory Poor Total %

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

Spares28 28 30 30 32 32 10 10 100 100

Service 26 26 30 30 34 34 10 10 100 100

63


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

64


Graph 4.9

Graph showing the attributes given by the respondents:

65


Table 4.10

Table showing the respondent opinion on the price of splendor plus:

OpinionNo. of


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.

66


Graph 4.10

Graph showing the respondents opinion on the price of splendor plus

67


Table 4.11

Table showing the suggestions of respondents to others to buy splendor plus:

Suggesting others to buy

splendor plusNo. of Respondents Percentage

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.

68


Graph 4.11

Graph showing the suggestions of respondents to others to buy splendor plus:

69


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.

70


Graph 4.12

Graph showing satisfaction criteria regarding the performance of their splendor plus:

71


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.

72


Graph 4.13

Graph showing opinion of respondents about advertising and publicity of splendor plus

Table 4.14

73


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.

74


Graph 4.14

Graph showing satisfaction level of respondents about after sales service:

75


Table 4.15

Table showing respondent’s opinion about the effectiveness of service

OpinionNo. of


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.

76


Graph 4.15

Graph showing respondent’s opinion about the duration of service period:

Table 4.16

Table showing duration of the extension of free service period required by respondents:

77


PeriodNo. of


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:

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Table 4.17

Table showing the respondents opinion regarding the most valuable brand.

Brand Name No. of Respondents Percentage

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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

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Graph showing the respondents opinion regarding the most valuable brand:

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SUMMARY OF FINDINGS

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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.

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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

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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.

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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.

86


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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

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http://www.herohonda.com/

http://www.google.com/


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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

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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

91

Hero Honda -Splender

Documents

consumers perception

definition of perception

definition of marketing

study of perception

marketing manager

scope of marketing

marketing deals

marketing management

Transcript of Hero Honda -Splender

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