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Transcript of Hero Honda Suplnder
CITY BIKES POINT
A STUDY ON
“BUYING BEHAVIOR AND CUSTOMER SATISFACTION-” Towards
Hero Honda SPLENDOR+ AND Hero Honda SUPER SPLENDOR
AtCITY BIKES POINT
In partial fulfillment of the requirements for the degree of
“MASTER OF BUSINESS ADMINISTRATION”In Bangalore University
ByHarsha P.R
(Reg. No. 04kxcm6021)
Under The Guidance Of
Prof. GOPAL KRISHNAFaculty Surana College P.G Centre Bangalore
Surana College PG Centre Kengeri Satellite Town, Bangalore
2005-2006
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ACKNOWLEDGEMENT
At the outset I wish to thank CITY BIKES POINT for giving me an
opportunity to complete my project in the organization.
I would like to extend my sincere regards to Mr. Patil, Director of City
Bikes Point for giving me an opportunity to work in their esteemed
organization.
More over it is my bounded duty to extend my heartful thanks to all
Employees’, staff members of City Bikes Point.
I would like to acknowledge with sincere appreciation and gratitude for
the valuable guidance rendered by Prof. Gopal Krishna D.S., my guide, for
the preparation and finalization of the project report.
My sincere thanks to Principal, Dean, HOD and staff members for their
kind support during completion of industrial training.
HARSHA P.R
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SL.NO. CONTENTS Page No.
1Executive Summary 10
2Introduction 12-19
3Research &Methodology 21-28
4Company Profile 30-42
5Dealers Profile 44-50
6Data Analysis 52-70
7Summary of Findings 72-73
8Suggestion & Conclusion 75-76
9Bibliography
78
10Annexure
80-83
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NO. OF TABLES
SL.NO. CONTENTSPage No.
1Table Showing the Classification of customers on the basis of Age Group
52
2 Table showing the Occupation of the Respondents 53
3 Table showing the Annual Incomes of the Respondents 54
4 Table showing design of Bike suits to Indian Roads 55
5Table showing how many Kilometers the Respondents drive per day
56
6Table showing Technical specification (quality) Criteria to buy the bike
57
7Table showing respondent’s opinion about the quality of vehicle
58
8Table showing rating of the respondents towards some criteria to purchase bike
59
9 Table showing preference of same mileage of with gear and without gear vehicle
60
10 Table showing the color of the respondent bike 61
11 Table showing reason for choosing the color 62
12Table showing respondents faced any problem (technically which is not known)
63
13 Table showing respondents want to have a self starter 64
14 Table showing the average maintenance cost per month 65
15Table showing how much respondents influenced form promotional strategy
66
16 Table showing how much respondents influenced by others 67
17 Table showing Rate of satisfaction towards vehicle 68
18Table showing respondent’s opinion towards demand of the vehicle
69
19Table Showing Could this bike can sold without advertisement
70
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NO. OF CHARTS
SL.NO. CONTENTSPage No.
1Chart Showing the Classification of customers on the basis of Age Group
52
2 Chart showing the Occupation of the Respondents 53
3 Chart showing the Annual Incomes of the Respondents 54
4 Chart showing design of Bike suits to Indian Roads 55
5Chart showing how many Kilometers the Respondents drive per day
56
6Chart showing Technical specification (quality) Criteria to buy the bike
57
7Chart showing respondent’s opinion about the quality of vehicle
58
8Chart showing rating of the respondents towards some criteria to purchase bike
59
9Chart showing preference of same mileage of with gear and without gear vehicle
60
10 Chart showing the color of the respondent bike 61
11 Chart showing reason for choosing the color 62
12Chart showing respondents faced any problem (technically which is not known)
63
13 Chart showing respondents want to have a self starter 64
14 Chart showing the average maintenance cost per month 65
15Chart showing how much respondents influenced form promotional strategy
66
16Chart showing how much respondents influenced by others
67
17 Chart showing Rate of satisfaction towards vehicle 68
18Chart showing respondent’s opinion towards demand of the vehicle
69
19Chart Showing Could this bike can sold without advertisement
70
EXECUTIVE SUMMARY
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Hero Honda Motor Company limited, a part of the HERO GROUP, is
the World's No.1 Two Wheeler Company. Hero Honda produces over 1.42
million two wheelers annually. Hero Honda aims to play a major role in the
development in the automotive industry and creation of employment
opportunities, not only through its dealer network, but also through ancillary
industries.
The study has been undertaken to understand the satisfaction levels of
the customers and buying behavior towards Hero Honda splendor+ and
super splendor. The sample size of the survey was 50 customers in
Bangalore who own Hero Honda splendor+ and super splendor.
Primary data was collected through a structured non-disguised
questionnaire and direct interviews from the respondents.
Secondary data was collected through company profile and product
profile from web and records of the company were also used to carry out the
analysis.
The company helps to contact 50 customers. The study observes that
the majority of the respondents are in the age group of 21-40. Majorities are
found to be working in Private sector and Businessmen.
Regarding the buying behavior of customers the study identifies that
there is a significant influence of friends in purchase decision.
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GENERAL INTRODUCTION TO MARKETING
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Marketing is so basic that it cannot be considered a separate function.
It is the whole business seen from the point of view of its final result i.e.,
from the customer point of view. Business success is not determined by the
producer but by the customer. This is as defined Peter Drucker. There are
other scholars who define marketing as the criteria and delivery of a
standard of living. Therefore marketing is a social and managerial process
by which individuals and groups obtain what they need and want through
creating, offering and exchanging products of value cost and satisfaction
exchange, transaction and relationships, markets and marketing and
marketers.
A human need is a stat felt deprivation of some basic satisfaction.
Needs are not created by their society or by marketers, they exist in the very
texture of human biology and the human condition. Wants and desire for
specific satisfiers of these deeper needs. Human needs are continually
shaped by social forces and people needs are few their wants are many.
Demands are wants for specific products that are backed by an ability
and willingness to buy them. Wants become demands when supported by
purchasing power.
The concept of value, cost and satisfaction are crucial in the final
product choice, the several alternatives of the customer constitute his
product choice set, the additional needs associated with the product is called
the need set. Customer rank the products form need satisfying to the last
need satisfying value is the consumers estimate of the products overall
capacity to satisfy his or her needs. The value of each actual product would
depend on how close it comes to the ideal product.
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Exchange is the act of obtaining a desired product form someone by
offering something in return for exchange to take, 5 conditions must be
satisfied.
1) There are at least two parties.
2) Each party has something that might be of value to the other party.
3) Each party is free to accept or reject the offer.
4) Each party is capable of communication and delivery.
5) Each party believes it is appropriate to deal with the other party.
Marketing management is the process of planning and executing the
conception, pricing, promotion and distribution of goods, services and ideas
to create exchange with target groups that satisfy customer market is
formally carried out by the combined efforts of sales market is formally
carried out the combined efforts of sales managers, sales people, advertising,
promotion managers, product and brand managers, market and industry
managers and the marketing vice president.
Marketing is a comprehensive term, which includes all resources and
activities, which facilitate the flow of goods and services from producers to
the consumers in the process of distribution. Human effort, finance and
management are the primary contents of marketing.
HISTORY OF MOTORCYCLE INDUSTRY
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The invention of the motorcycle closely followed the development of
the bicycle and the four-stroke gasoline engine. German inventor Gottlieb
Daimler created the first motorcycle in 1885. He attached a four-stroke
gasoline engine to a wooden bicycle frame and added two extra side wheels
for stability, similar to training wheels on a bicycle. Daimler’s engine turned
the rear wheel with a pulley.
Various models were introduced in Germany, France, and Britain in
subsequent years, each attempting to turn the motorcycle into a practical
means of transportation. In 1903 American inventor William Harley, his
neighbor Arthur Davidson, and Davidson’s brothers Walter and William
built the first Harley-Davidson motorcycle. A year later Harley-Davidson
began manufacturing motorcycles for sale. In 1909 Harley-Davidson
introduced the first V-Twin engine, which had two cylinders arranged in a
distinctive “V” angle. The engine, which produced a deep, rumbling sound,
soon became the classic American motorcycle engine.
ABOUT MOTORCYCLE OR BIKES
Motorcycle are Motorized two-wheeled vehicle for transporting one
or two riders. Motorcycles are capable of the same speeds as automobiles
and can be licensed for use on public highways. Motorcycles provide a
convenient and relatively inexpensive alternative to automobiles. They are
more maneuverable than automobiles and they deliver higher fuel economy.
Depending on the size of the engine, a motorcycle may get from 19 to 50
kilometers per liter (45 to 85 miles per gallon), two to four times that of
most mid-sized cars. Also, a motorcycle accelerates more quickly than an
automobile does.
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In their simplest form, motorcycles consist of a gasoline engine
attached to a two-wheeled steel or aluminum frame. A fuel tank sits above
the engine and usually sports the name or logo of the motorcycle’s
manufacturer. The front wheel and axle is attached to the frame with a fork,
a two-pronged, pivoting arm. Turning the handlebars at the top of the fork
causes the wheel to pivot. Power from the engine turns the rear wheel. The
rear axle is connected to the frame with a shock-absorbing arm.
The engine of a motorcycle is suspended within the vehicle frame
between the front and rear wheels. Like internal combustion engines that
power automobiles, motorcycle engines transform chemical energy into
mechanical energy by igniting a volatile mixture of fuel and air within a
cylinder, causing gases to expand suddenly. The expanding gases push down
on a piston, which turns a crankshaft. The crankshaft transforms the energy
from the piston into rotary motion. The rotational force of the engine’s
crankshaft turns other shafts and gears that eventually cause the rear wheel
to rotate.
There are 5 comprising concepts to carry out marketing activities, they
are
1) Production concept: this is the oldest concept guiding sellers. The
production concept holds that consumers will favors those products
that are widely available and low in cost. Managers of production
oriented organization concentrate on achieving high production
efficiency and wide distribution coverage.
2) Product concept: this concept states that consumers will favor those
products that offer the most quality performance or innovative
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features. Managers in these products oriented organization focus their
energy on making superior products and imposing them overtime.
3) Selling concept: holds the customers, if left alone will ordinarily not
by enough of the organizational products. The organizations must
therefore undertake an aggressive selling and promotion effort.
4) Marketing concept: this concept holds the key to achieving
organizational goals consists in determining the need and wants of
target markets and delivering the desired satisfaction more effectively
and efficiently than competitors.
5) Societal concept: this concept holds that the organization task is to
determining the needs, want and interest of target marketers and to
deliver the desired satisfaction more effectively and efficiently than
competitors in a way that preserves or enhances the consumers and
the society’s well being.
Buyer’s Behavior:
It has been defined as “all physiological, social and physical Behavior
of potential customer as being aware of evaluate, purchase, consume and tell
other about products and services”.
Customer Expectations
Expectations are formed on the basis of the buyers past buying
experience, statements made by friends and associates. If marketers raise
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expectation too high, the buyer is likely to be disappointed. For example,
Holiday Inn ran a campaign a few years ago called “NO SUPRISES”. But
hotel guests still encountered a host of problems and Holiday Inn had to
withdraw this campaign. On the other hand if the company sets expectations
too low, it won’t attract enough buyers although it will satisfy those who
buy. Some of today’s most successful companies are raising expectations
and delivering performances to match. These companies are aiming for
TCS-Total Customer Satisfaction.
Observations on customer satisfaction
Professor Claes Fornell of the university Michigan is engaged in a
major project to create an index for measuring customer satisfaction on an
industry and national basis. A customer satisfaction barometer would yield
information not supplied by Gross National Product (G N P) measures. It is
possible for example for an industry or nation’s output to increase while
customer satisfaction falls. The measured value of industrial output is not
necessary a measure of customer satisfaction with that output. Here are some
of professor Fornell’s findings on the industry level.
Customer satisfaction will be lower in industries where the
industry offers a homogenous product to a heterogeneous market.
On the other hand, industries that supply a high quality
homogenous product to a homogenous market will register high
satisfaction.
Customer satisfaction lower in industries where repeat buyers face
high switching costs. They have to buy from the supplier even
though their satisfaction is low.
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Industries, which depend upon repeat business generally, create a
higher level of customer satisfaction.
As a company increases its market share, customer satisfaction can
fall. This is because more customers with heterogeneous demands
are drawn into buying a fairly homogenous product.
Importance of Quality
Quality is an equally important element in order to ensure customer
satisfaction. Quality may be defined as the totality of features and
characteristics of a product of service that bear on its ability satisfy the stated
or implied needs.
A company’s marketing will not be effective if it is only entrusted to
the marketing department. The greatest department in the world cannot
compensate for deficient products or service. Today’s top executives view
the task of improving product and service quality to be their top priority.
Many global successes of Japanese companies are due to their building
exceptional quality into their product. Most customers will no longer accept
or tolerate average quality performance.
Companies today have choice but to adopt Total Quality Management
(TQM) if they want to stay in the race, let alone be profitable. There is an
intimate connection between product and service quality, customer’s
satisfaction and company profitability. Higher levels of quality result in
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higher level of satisfaction, while at the same time supporting higher prices
and often lower costs. Therefore quality improvement programs normally
increase profitability. Customers have a set of needs, requirement and
expectations. We can say that the seller has delivered quality when ever the
seller product and service meets or exceeds the customer’s expectations. The
company that manages to satisfy most of its customer’s has a set of needs,
requirement and expectations. We can say that the seller has delivered
quality whenever the seller product service meets or exceeds the customer’s
expectations. The company that manages to satisfy most of its customers
need most of the time is Quality Company.
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RESEARCH METHDOLOGY
Statement of the Problem
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Over the years customer satisfaction and buying behavior has become
the key word of the business success, now the customer is given with a large
number of choices to choose from. This is the result of increasing
competition in the motorcycles industry. The customer has become the king
in the market scenario. All the business strategies are essentially focusing on
the customer. He is the pivotal point around which are the decision making
process in business industry revolve. Accordingly the customer satisfaction
has become one of the major goals of the industry. The study has been
undertaken to identify the satisfaction level of the customers and factors
influencing their purchase decisions of the motorcycle later the customers
may be converted to loyal customers through customer retention strategies.
The problem is to identify purchase diction factors and the customer
satisfaction levels.
Objectives of the study
To understand the satisfaction levels of customers.
To understand the buying behavior of the customers.
To know the customers preference towards dealers.
Find out the reasons for dissatisfaction levels of customers.
To know the customers opinions regarding the performance of the
company.
To analyze the growth of the business, present, status and future
plans of the customer with reference to Hero Honda vehicles.
Scope of the study
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The scope of the study was limited and confined to the analysis of
customers of Hero Honda Splendor+ and Super Splendor. Geographically
this study concentrated in the area of Bangalore. Information regarding all
their business activities was obtained from the administrative office with the
help of several published records (secondary resources) and also through
actual personal contacts with concerned authorities.
Limitations of the study:
Due to time constraint the sampling was restricted to 50 respondents.
The survey was conducted only within Bangalore city.
Findings of the study are based on the assumptions that the
respondents delivered through information.
Some respondents did not co-operate.
Many respondents did not provide proper information.
Research design of the study
1) Develop the research plan.
2) Collect the information.
3) Analyze the information.
4) Presentation of the findings.
1) Developing the research plan:
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Most efficient plan for gathering the needed information is to be developed
contains the following:
a) Data Source.
b) Research Approaches.
c) Research Instruments.
a) Data Source
Primary data.
Secondary data.
Primary Data
This is first hand information collected from original sources through
various methods such as observation; interviewing etc. primary data is
collected by interviewing certain executives who were chosen on the basis of
their in depth knowledge and work experience in the company. The
interview was informal in nature in order to gain as much information as
possible. A suitable interview schedule was prepared to collect the primary
data, which is enclosed in the annexure.
Methods of Primary data collection:
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There are various methods of data collection. A method is different
from tool while a tool refers to the way or mode of gathering data, a tool is
an instrument used to the method.
Observation
Interviewing
In this study, interviewing and survey techniques of data collection
are practiced. Interviews refer to face-to-face conversation between the
investigator and respondent.
For the purpose of this study structured or directive interviews are
employed. This is an interview with a detailed standardized schedule where
in information is collected in a minimum time from the respondent.
Structured interviews make use of a questionnaire in collecting the
information from the respondent.
Questionnaire
It consists of a number of questions printed in a definite order of a set
of forms. The questionnaire given to some respondents who can read and
understand the questions and write down the reply in the space meant for the
purpose in the questionnaire itself. In the study some respondents were
unable to read and answer to some extent. Hence, information is collected as
answer to point basis, which amounts to informal interview.
Secondary Data
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Secondary data is the collected from sources, which contain data, have
been collected and compiled for another purpose. It may be defined as data
collected for an earlier purpose other than currently pursued. The secondary
sources in the study consists
Records and reports.
Related websites.
b) Research Approaches
The various research approaches are:
Observational approach
Descriptive approach.
In this study of consumer perception towards luxury sedans the
primary data is collected based on observational or descriptive research this
approach includes surveys and facts finding enquiries of different kinds. The
main reason behind this approach is the state of affairs, as it exists at present.
c) Research Instruments
The different research instruments used in the study are
Questionnaires:
The questionnaires are designed to get the specific information about
the specific problem so that the data after analysis and interpretation results
in a better application of the problem. Hence, the questionnaire for this study
is prepared in the form of structured both closed ended and open ended
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consisting of series of formal questions to elicit clear relevant responses
from the respondents.
Sampling
Sample method reduces cost. Since fewer items of the population are
selected for the study it reduces cost.
It saves time. In this method since only fewer items are selected the
time for collection of data is saved.
Highly trained personnel or specialized equipments may be used to
obtain the data.
It gives the accurate results since efficient people can be employed in
the study.
It provides for detailed enquiry.
The organization and administration of samples surveys are easy.
The sampling unit is the geographical one such as state, district,
village etc or a construction unit such as house, flat, etc., or it is the social
unit such as family, club, school etc., or it may be an individual or a thing.
Sampling size
This refers to the numbers of items selected from the universe to
constitute a sample. In other words, the number of respondents from which
data is collected. The sample size of this study is 50 to know the consumer
satisfaction.
2) Collect the Information
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The primary data is collected with utmost care, so that to avoid any
sample bias or error. It is the cost list, life-blood and time consuming aspect
of research.
3) Analyze information
The data collected is tabulated with utmost care and caution by
employing simple statistical tools like mean, weighted average, percentages
etc to infer the salient findings of the study. In order to strengthen the
findings pictorial representation techniques like bar charts, pie charts are
utilized.
4) Presentation of the findings
The findings are to be resented in simple language so as to see that
managers understand gets what he wants. The findings report has been
prepared such that it can be clearly understood by the reader and also useful
for the company.
Sources of data
Our study used both primary and secondary sources of data for the
analysis. Primary data has been collected from various respondents by
administering the schedules. In addition Primary data is collected through
direct interviews and questionnaire etc. on the other hand secondary data has
been obtained from company brochures and the respective websites.
Sampling Designs
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At the outset we would like to confess that no sophisticated sampling
design (like stratified sampling design, stratified random sampling etc.) has
been used for our survey. Since the firm has sponsored the present project
the analysis and findings need to serve the interest of sponsoring company.
Keeping this in mind an appropriate sampling design was used. The
company gave a list of buyers through the dealers who bough their car
during the past two months or so. Sample of 50 respondents have been
drawn. In a sense this is not a sample but senses covering all the respondents
that were given by the company. Thus the sampling design is mainly one of
the convenient sampling methods.
All these respondents reside in various parts of Bangalore city.
Therefore, reaching them in person was a difficult task. However the
respondents were extremely co-operative in giving information and other
details needed for our investigations. Their responses to the administration
of our schedule were fairly satisfactory.
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INDUSTRY PROFILE
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The Indian automotive industry is characterized by strong competition
between increasingly quality conscious manufacturers. A large, highly
skilled but low cost manufacturing base makes partnering linkages with
overseas quality standards and to develop new products to compete globally.
Many domestic manufacturers have already successfully entered into
collaborations and others are actively seeking to do so. Following
liberalization and opening of the domestic automobile industry in the early
1990s, we have seen India develop as one of the key emerging automotive
hubs for both components of vehicles. India has achieved tremendous
growth over the last 15 years providing a very favorable environment for
those looking at investing in the automotive industry.
The liberalization of the economy, India has become the destination for
global automobile majors YAMAHA, SUZUKI, HONDA etc. many of these
have set up manufacturing facilities here in India and are increasingly
looking at this market in terms of supplying into their global operation.
One area where we are seeing increasing investment is in terms of global
players establishing in R&D hubs in India. HONDA, YAMAHA, SUZUKI
is few that have invested in this area.
CHARACTERISTICS OF MARKET
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India is increasingly becoming a global automotive hub both for the
vehicles and component industry. India is fast integrating itself into the
world economy and open to international automotive companies who are
increasingly invest in India.
The Indian automotive and components industry is looking to increase
the quality of production from existing levels, to develop new products and
to increase exports. In the long run India is well set to become a key market
for automotive and component manufacturers in terms of local demand and
as a base foe export.
India is fast developing as both an export and sourcing hub for many
of the leading vehicle manufacturers companies such as HONDA,
YAMAHA, SUZUKI are developing their activities here to supply vehicles
or components into their global networks. Additionally, companies such as
HONDA, YAMAHA, and SUZUKI are utilizing India’s well-developed
IT/SOFTWARE capabilities and have set up R&D hubs here for their global
operations.
COMPANY PROFILE
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A Joint Venture between Hero Group, the world's largest bicycle
manufacturers and the Honda Motor Company of Japan, has today become
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.
Mr. Brijmohan Lall Munjal, is a first generation entrepreneur who
started very small and through sheer hard work and perseverance has today
made his two wheeler venture the World's No.1 Two Wheeler company, a
distinction hitherto held by a Chinese company. That is not all the
motorcycle "Splendor" which was launched in 1995 and sold 791,000 units
in 2001 has emerged as the largest selling motorcycle model in the world.
The Hero Group comprises many backward integrated two wheeler related
companies, of which the Hero Cycles and Hero Honda constitute the major
players. He produces 5.7 million bicycles and over 1.42 million two
wheelers annually. Also, Hero Cycles boasts of one of the highest labor
productivity rates in the world.
Hero Cycles has been the largest manufacturer of bicycles in the
world since 1984 and figures in the Guinness Book of World Records. These
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honors have come through sheer discipline, which according to Mr. Munjal
is the refining fire by which talents become ability. According to him
ambition, confidence, enthusiasm and success are produced by courage, faith
and hard work.
No wonder, the leading company of the group, Hero Honda, declared
a whopping 850% dividend for the financial year ended 31st March 2002.
It grew over 500% in five years.
For the year 2001-02 : Volume up by 38%, net profit soars by 88%,
total turnover up by 42% Achieves a high 48% motorcycle market share and
33% two wheeler market share
Over the last five years, the company's total turnover grows by a whopping
580% and Profit after Tax by 919% Total Turnover of Rs.45, 394, 900, 000
(EURO 1,043,560,920) Profit after Tax Rs.4, 629, 300, 000 (EURO
106,420,690).
Hero Honda has surpassed by leaps and bounds the other competitors
in this space who are in joint ventures with giants like Kawasaki, Yamaha,
and Suzuki etc. Hero Honda is 26% owned by Honda of Japan and the
balance is held by the Munjals and Indian public.
The secret of the success is the brilliant management of dealership. In
fact, his rivals attribute this phenomenal success to his excellent channel
management skills.
BOARD OF DIRECTORS
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Chairman Mr. Brijmohan Lall Munjal
Managing Director Mr. Pawan Munjal
Joint Managing Director Mr. Toshiaki Nakagawa
Whole time Director Mr. Takao Eguchi
Non-Executive Director Mr. Satyanand Munjal
Non-Executive Director Mr. Om Prakash Munjal
Non-Executive & Independent Director
Mr. Satoshi Toshida
Non-Executive & Independent Director
Mr. Motohide Sudo
Non-Executive & Independent Director
Mr. Narinder Nath Vohra
Non-Executive & Independent Director
Mr. Pradeep Dinodia
Non-Executive & Independent Director
Gen. (Retd.) Ved Prakash Malik
Non-Executive & Independent Director
Mr. Analjit Singh
Non-Executive & Independent Director
Dr. Pritam Singh
Non-Executive & Independent Director
Dr. Vijay Laxman Kelkar
Non-Executive & Independent Director
Ms. Shobhana Bhartia
Non-Executive & Independent Director
Mr. Sunil Bharti Mittal
MILESTONES
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YEAR EVENT
2003 Winner of the Review 200 - Asia's Leading Companies Award (3rd Rank amongst the top 10 Indian Companies)
Most Respected Company in Automobile Sector by Business World
Bike Maker of the Year by Overdrive Magazine
2002 Bike Maker of the Year by Overdrive Magazine
Winner of the Review 200 - Asia's Leading Companies Award (4th Rank amongst top 10 Indian Companies)
Sponsored 'India-England Women's Cricket Series'
Sponsored 'Hero Honda Masters Golf Championship'
Dawn model introduced
Entrepreneur of the Year Award conferred upon the Chairman, Mr. Brijmohan Lall by Business Standard
Company of the Year for Corporate Excellence by the Economic Times
Ambition model introduced
Giants International Award to the Chairman, Mr. Brijmohan Lall in the field of Business & Industry
Appointed Virender Sehwag, Mohammad Kaif, Yuvraj Singh, Harbhajan Singh and Zaheer Khan as Brand Ambassadors
Business Leadership Award conferred upon the Chairman, Mr. Brijmohan Lall by Madras Management Association
Mr. Pawan Munjal, Managing Director of Hero Honda Motors Ltd. Appointed as the Chairman of Asian PGA Tour Board of Directors
Sponsored 'Second Indian Television Academy Award'
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2001 Bike Maker of the Year by Overdrive Magazine
Winner of the Review 200 - Asia's Leading Companies Award (9th Rank amongst top 10 Inidan Companies)
Passion model introduced
Achieved OM - One million production in one single year
Joy Model launched
Entrepreneur of the Year Award conferred upon the Chairman, Mr Brijmohan Lall by Ernst & Young
50,00,000th Bike produced
'Three Leaves Award for Environment' to Hero Honda by Centre for Social & Environment Green Rating Project.
Sponsored '21st Cinema Express Award'
Sponsored 'India-England Test Series'
Sponsored 'First Indian Television Academy Award'
2000 Sponsored 'Hero Honda NKP Salve Challenger Trophy'
Sponsored 'Stardust Hero Honda Millennium Honours Award'
Sponsored 'Hero Honda Masters Golf Championship'
Appointed Sourav Ganguly & Hrithik Roshan as Brand Ambassadors
Environment Performance Award to Hero Honda Dharuhera Plant by Haryana State Pollution Control Board
Environment Management System of Gurgaon Plant certified ISO-14001 by DNV Holland
4,000,000th motorcycle produced
Sponsored '20th Cinema Express Award'
Splendor declared World No. 1 - largest selling single two-
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wheeler model
Passport Programme - Customer Relation Programme launched
Sir Jehangir Ghandy Medal for Industrial Peace conferred upon the Chairman, Mr. Brijmohan Lall by XLRI, Jamshedpur
1999 25,00,000th motorcycle produced
CBZ model launched
Sponsored '7th World Cup Cricket tournament' at England
Environment Management System of Dharuhera plant certified with ISO 14001 by DNV Holland
Raman Munjal Memorial Hospital inaugurated
Sponsored 'Hero Honda Masters Golf Championship'
Suhana Safar - Customer Relation Programme launched
30,00,000th Motorcycle produced in December
Best Productivity Award for the best performance in Automobile & Tractor Sector by National Productivity Council presented by Vice President of India
1998 20,00,000th motorcycle produced
Hero Honda Masters Golf Championship started
Business Leader of the Year conferred upon the Chairman, Mr. Brijmohal Lall by Business Baron
1997 15,00,000th motorcycle produced
Street model introduced
Foundation stone of Raman Munjal Vikas Kendra foundation stone laid by Chief Minister of Haryana
Gurgaon plant inaugurated by Honda President
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Sponsored 6th Women World Cup Tournament
Distinguished Entrepreneurship Award conferred upon the Chairman Mr Brijmohan Lall By PHD Chamber of Commerce & industry
1200 motorcycles per day production started
1996 Hero Honda becomes first company to serve Army, Navy & Air Force with its 100cc motorcycles
1000 motorcycles per day production started
1995 800 motorcycles per day production started
National Award for Outstanding contribution to the Development of Indian Small Scale Industry (NSIC Award - Presented by President of India)
The Analyst Award 1995 presented to Hero Honda Motors Limited on being ranked 9th amongst the most investor rewarding Companies in India
1994 Splendor model introduced
10,00,000th motorcycle produced
The Businessman of the Year award is conferred upon the Chairman Mr Brijmohan Lall - by Business India Group of Publications
1993 750,000th Motorcycle produced
Sponsored Hero Group - Five Nations Cricket Tournament
1992 A school named Raman Kant Vidya Mandir inaugurated in memory of the first Managing Director of Hero Honda Motors Limited
1991 500,000th motorcycle produced
CD 100SS model introduced
Mobile Service Workshop launched
Economic Times-Harvard Business School Award for
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Excellent Governance to Hero Honda Motors Ltd.
Hero Honda moved into India's Top 100 Companies - Ranked 87
1990 400,000th Motorcycle produced
Pegasus Award from Readers Digest for campaigning 'One Litre Road'
1989 Sleek model introduced
300,000th Motorcycle produced
1988 Hero Honda Family Club formed at Gurgaon
200,000th motorcycle produced
1987 Engine plant started
1,00,000th Motorcycle produced
1986 Quality circles launched
1985 First motorcycle (Model CD 100) produced
200 motorcycles per day production
1984 Company incorporated
Technical collaboration signed
Foundation stone laid
1983 Joint Collaboration Agreement with Honda Motor Co. Ltd. Japan, signed
Shareholders Agreements signed
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This is proved by the company's sales over the years :
1985-86 43,000 units
1989-90 96,200 units
1998-99 5,30,600 units
1999-00 7,61,210 units
2000-01 10,29,555 units
2001-02 14,25,195 units
2002-03 16,77,537 units
2003-04 20,70,147 units
2004-05 26,21,400 units
SALES PERFORMANCE
Mar'05 Mar'06 Apr'04-Mar'05 Apr'05-Mar'06
Total Sales 231593 272312 2621400 3000751
Exports (incl in above)
7765 6913 64015 92667
Hero Honda’s sales escalates to an unprecedented 3 million + Units in FY
2005-06
SELLS 2.7 LAKH UNITS IN MARCH 2006
CONTINUES TO DOMINATE THE MOTORCYCLE SEGMENT AS
THE NO. 1 PLAYER
New Delhi, April 01, 2006: Hero Honda, the ‘World No.1’ two wheeler
manufacturer for the fifth year in a row, has set yet another precedent for
the Indian two-wheeler industry by recording incredible sales in FY
2005-06. The company’s sales crossed the landmark 3-million mark, for the
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first time ever in the Indian two-wheeler industry tallying to 30,00,751
units for FY 05-06.
The company recorded sales of 2, 72,312 units during the month of
March 2006 out of which 2, 64,816 came out of motorcycles sales and 7,496
were from scooters. The sale of motorcycles grew by a significant 14.34% as
compared to the corresponding month last year. The company sold 2, 64,816
units of motorcycles in March 2006 as against 2, 31,593 units in March
2005.
Hero Honda’s achievement of the landmark 3 million plus sales
(including motorcycles and scooters) within a single year is an extraordinary
feat considering the growing competition in the two-wheeler market and is
certain to redefine industry standards.
Expressing his delight over the company’s performance Mr. Pawan
Munjal, Managing Director, Hero Honda Motors Ltd. said, “Our sales
performance of 3 million motorcycles during the financial year 2005-06 is a
testimony to the success of our customer centric business philosophy. Month
over month, our sales have been witnessing an upsurge signifying the
success of our new models launched recently”.
With the Financial Year ending Hero Honda’s cumulative sales for
motorcycles for the period April 05-March 06 has also registered a
significant growth of 13.72% over the corresponding period in the previous
year. The company’s cumulative sales tally for motorcycles has thereby
increased to 29, 81,175 units, a jump from 26, 21,400 units in 2004-05.
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During the month of March the company also announced national
launch of ‘Pleasure’, the company’s first gearless scooter in the Indian
market. The company has already sold 19,576 units of the scooter since its
launch in January 2006.
Mission Statement
“We, at Hero Honda, are continuously striving for 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 the new millennium”.
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CITY BIKES POINT PVT LTD
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City Bikes Point pvt Ltd is an authorized dealer in Bangalore for Hero
Honda, being one of the leading manufacturers of motorcycles in India. The
City Bikes Point comes into existence in the year 2002, by Basawaraj and
Patil. All of them are highly qualified and a dynamic professional whose
constant endeavor has been to earn the goodwill of the customers and usher
in professional excellence in all spheres of automotive franchise.
City Bikes Point market and service Hero Honda motor even popular
like Hero Honda Karizma, cd dawn, cd deluxe, passion, splendor+, & Super
Splendor through our sales and service outlets at Bangalore. We are
conveniently located in the heart of city providing better access to the proud
owners as well as prospective buyers we are a 25 strong force committed to
excellence in servicing our esteemed customers.
Our sales team is made up of dedicated showroom and field executive
who are professionally trained by Hero Honda Ltd. they are adopt at
building the customer through the entire sales process right form assisting in
choice of model, colors and features up to lending a helping hand in
arranging finance at competitive price.
Our service center is equipped with the state of the art equipment and
is in line with Hero Honda’s worldwide standards. Our service team is
technically qualified and trained to analyze and provide economically
working solutions to satisfy even the most demanding customers.
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VISION
“Focused on customer delight in our field of Endeavour”
MISSION STATEMENT
“To provide good service to the customer to maintain total customer
satisfaction and maintain an enduring relationship with the customers and
suppliers”
ADVERTISING THE PRODUCTS IN CITY BIKES POINT:
City Bikes Point has taken many programs for advertising its product
such as
Full or off page advertising in many newspapers.
Loans from many financial institutions
Exchange mela’s
Offers like low rates for some festivals.
These are some of the activities made by the City Bikes Point for
advertising their products.
The City bikes point is also combined or collaborated with ICICI
Insurance and loans on bikes. The ICICI bank sends to employee to guide
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the customer who wants to purchase the bike. They are well educated
persons.
Hero Honda introduced another concept on service called Passport.
The customer must pay the money of Rs.175 for Passport. The passport will
help to give a discount of 5% on every service bill. It is available in City
Bikes Point.
If the customer required the door delivery they are providing it. The
City bikes point work daily from 8.30 mornings to 6.30 evening. The City
bikes point having skilled
The City bikes point is also having another branch in Kengeri
Upanagar it is named as SS Motors. It is also an outlet of Hero Honda
Company. Here also there is a service center and selling of Hero Honda
products.
They provided the customer to give questionnaire and enquire or face
to face interview. I met the entire customer in my project time. I come to
know that all most all of them were satisfied with the service of the City
Bikes Point. In entire customer only 50 of them co-operated with me and
other are in hurry and not having time to attend me. In the face to face
contact they all are happy with the service of the City Bikes Points.
PRODUCT PROFILE
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“A Product is the bundle of utilities consisting of various product features
and accompanying service”
Hero Honda offers a wide range of bikes
Hero Honda - Karizma
Hero Honda cd dawn
Hero Honda cd deluxe
Hero Honda passion
Hero Honda splendor+
Hero Honda Super Splendor
Moped
Hero Honda Pleasure
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The Detailed profile of Hero Honda splendor+ and Hero
Honda Super Splendor was undertaken for study
Engine 4-Stroke OHC, Single Cylinder, Air Cooled
Bore X Stroke 52.4 X 57.8 mm
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 Multiplate Wet
Final Drive Roller Chain
Ignition Digital - CDI Ignition (AMI)
Advanced Micro Processor Ignition system
Starting Self Start
Frame Tubular Double Cradle
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 121 Kg
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Tyres Front : 2.75 X 18 - 4 PR / 42P
Rear : 2.75 X 18 - 6 PR / 48P
Brakes Front Drum Type : Internal Expanding Type - 130 mm Dia
Rear Drum Type : Internal Expanding Type - 130 mm Dia
Fuel Tank Capacity 12 Ltrs. (Min)
Head Light 12V - 35W Multi Reflector Halogen Bulb - AC Type
The world's best-selling motorcycle just got better. The Splendor+ is a bike
that will stop you right in your tracks both by its looks and performance.
Needless to add, owning a Splendor+ 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+. The new
face of trust
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DATA ANALYSIS
Table 1
Table Showing the Classification of customers on the basis of Age Group
Years No of respondents Percentage
Below 20 2 4%
21-30 21 42%
31-40 20 40%
40 & above 7 14%
Total 50 100%
Chart 1
Chart showing the classification of customers on the base of Age Group
Below 20, 2, 4%
21-30, 21, 42%
31-40, 20, 40%
40 & above, 7,
14%
Below 20 21-30 31-40 40 & above
INFERENCE: From the above data it is clear that, the Majority of the
respondents who have purchased Splendor+ and Super splendor belong to
the age group of 21-30 and also 31-40 these two age group prefer the Hero
Honda bikes.
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Table 2
Table showing the Occupation of the Respondents
Occupations No of respondents Percentage
Government 3 6%
Private 20 40%
Businessmen 16 32%
Professional 3 6%
Student 4 8%
Other 4 8%
Total 50 100%
Chart 2
Chart showing Occupational Distribution of Respondents
Government, 3, 6%
Private, 20, 40%
Businessmen, 16, 32%
Professional, 3, 6%
Student, 4, 8%Other, 4, 8%
Government
Private
Businessmen
Professional
Student
Other
From the above data it is concluded that the Most of the Respondents
belongs to Private employee and Businessmen.
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Table 3
Table showing the Annual Incomes of the Respondents
Annual Income No of respondents Percentage
Below 1lakh 30 60%
1lakh-2lakh 14 28%
2lakh-3lakh 4 8%
3lakh & above 0 0%
TOTAL 48 96%
Chart 3
Chart showing the Annual Income of Respondents
Below 1lakh, 30, 63%
1lakh-2lakh, 14, 29%
2lakh-3lakh, 4, 8%
3lakh & above, 0, 0%
Below 1lakh
1lakh-2lakh
2lakh-3lakh
3lakh & above
From the above data 63% of the Respondents belong to the Income group of
below 1lakh. This shows that brand of Hero Honda Splendor+ and Super
Splendor seems to have been targeted to Medium and lower class family.
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Table 4
Table showing does the design of Bike suits to Indian Roads
Dose design of Motor Cycle suits for Indian Roads No of respondents Percentage
yes 50 100%
no 0 0%
Total 50 100%
Chart 4
Chart showing Whether the Bike is suits for the Indian Roads
yes, 50, 100%
no , 0, 0%
yes
no
From the above data reveals that The Hero Honda Splendor+ and Super
Splendor well suited to the Indian Roads conditions.
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Table 5
Table showing how many Kilometers the Respondents drive per day
Kms drive per day No of respondents Percentage
Below 40 22 44%
40-60 13 26%
60-80 7 14%
80 & above 8 16%
Total 50 100%
Chart5
Chart showing Kilometers they drive per day
Below 40, 22, 44%
40-60, 13, 26%
60-80, 7, 14%
80 & above, 8, 16%
Below 40
40-60
60-80
80 & above
From the above data it is show that maximum Respondents will drive below
40 kilometers.
Table 6
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Table showing Technical specification (quality) Criteria to buy the bike
Quality Criteria No of respondents Percentage
Style 6 12%
Price 2 4%
Engine 11 22%
Mileage 31 62%
Total 50 100%
Chart 6
Chart showing Technical Specification to buy
Style, 6, 12%
Price, 2, 4%
Engine, 11, 22%Milege, 31,
62%
Style
Price
Engine
Milege
From the above data we found that Mileage is the most important criteria to
buy the Hero Honda Splendor+ and Super Splendor.
Table 7
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Table showing respondent’s opinion about the quality of vehicle
Quality of Vehicle No of respondents Percentage
Very good 9 18%
Good 30 60%
Average 11 22%
Total 50 100%
Chart 7
Chart showing Quality of the Vehicle
Very good, 9, 18%
Good, 30, 60%
Average, 11, 22%
Very good
Good
Average
From the above data the people say that Quality of the Vehicle is good.
Table 8
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Table showing rating of the respondents towards some criteria to purchase
Rating or Ranking Price Color Mileage
Handling Convenienc
e Total
Rank 1 9 6 30 5 50
Rank 2 9 12 13 16 50
Rank 3 10 18 4 18 50
Rank 4 22 14 3 11 50
Total 50 50 50 50
Chart 8
0
5
10
15
20
25
30
35
Price Color Mileage HandlingConvenience
Rank 1 Rank 2 Rank 3 Rank 4
Table 9
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Table showing preference of same mileage of with gear and without gear vehicle
Preference of same mileage No of respondents Percentage
With Gear 39 78%
Without Gear 11 22%
Total 50 100%
Chart 9
Chart showing Preferance towards with gear and without gear Vehicle if there is same Mileage
With Gear, 39, 78%
Without Gear, 11, 22%
With Gear
Without Gear
From the above data many people are prefer the with gear vehicle if the
mileage is same as compare to the without gear vehicle. It means that Hero
Honda Product will have the same demand.
Table 10
Table showing the color of the respondent bike
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Color of Respondents Bike No of respondents Percentage
Red 0 0%
Blue 20 40%
Black 26 52%
Other 4 8%
Total 50 100%
Chart 10
Chart showing Color of Respondents Bike
Red, 0, 0%
Blue, 20, 40%
Black, 26, 52%
Other, 4, 8%
Red
Blue
Black
Other
From the above data black is the more preferable color in the market.
Table 11
Table showing reason for choosing the color
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Reasons for Choosing the Color No of respondents Percentage
Favorite 21 42%
Best Color 15 30%
Pleasant 10 20%
Available 4 8%
Total 50 100%
Chart 11
Chart showing Reason for choosing the color
Favorite, 21, 42%
Best Color, 15, 30%
Pleasant, 10, 20%
Available, 4, 8%
Favorite
Best Color
Pleasant
Available
Table 12
Table showing respondents faced any problem (technically which is not known)
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Faced any Problem in bike No of respondents PercentageYes 8 16%No 42 84%
Total 50 100%
Chart 12
Chart showing Problem faced by respondents
Yes, 8, 16%
No, 42, 84%
Yes
No
From the above data it is confirm that there are no problems with Hero
Honda Splendor+ and super splendor. So it is technically checked and
granted from the people.
Table 13
Table showing want to have a self starter
Self Starter No of respondents Percentage
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Yes 33 66%
No 17 34%
Total 50 100%
Chart 13
Chart showing Self starter which is not having any Maintenance Cost
Yes, 33, 66%
No, 17, 34%
Yes
No
From the above data many of the people told yes they required the self
starter in bike. It is more convenient in traffic.
Table 14
Table showing the average maintenance cost per month
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Maintenance cost per month No of respondents Percentage
Below 100 28 56%
100-200 7 14%
200-300 10 20%
300 & above 5 10%
Total 50 100%
Chart 14
Chart showing Maintenance cost per month
Below 100, 28, 56%
100-200, 7, 14%
200-300, 10, 20%
300 & above, 5, 10%
Below 100
100-200
200-300
300 & above
From the above data we can say that the Hero Honda Splendor+ and Super
Splendor is very economy bike. Less maintenance cost to maintain monthly.
It will very helpful for middle class and lower middle class family people.
Table 15
Table showing how much respondents influenced form promotional strategy
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Promotional Strategies No of respondents Percentage
T.V 12 24%
Print Media 4 8%
Road Shows 15 30%
Other 19 38%
Total 50 100%
Chart 15
Chart showing Promotional Strategy
T.V, 12, 24%
Print Media, 4, 8%
Road Shows, 15, 30%
Other, 19, 38%
T.V
Print Media
Road Shows
Other
From the above data Hero Honda is not improve by any strategies like TVs.
or Papers etc.
Table 16
Table showing how much respondents influenced by others
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Who influenced to buy No of respondents Percentage
Family Members 9 18%
Friends 32 64%
Relatives 1 2%
Neighbors 0 0%
Not Answered 8 16%
Total 50 100%
Chart 16
Chart showing Influenced to buy bike
Family Members, 9,
18%
Friends, 32, 64%
Relatives, 1, 2%Neighbors, 0,
0%
Not Answered, 8, 16%
Family Members Friends Relatives Neighbors Not Answered
From the above data we can say that Friends play a major role in purchasing.
Table 17
Table showing Rate of satisfaction towards vehicle
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Rate of Satisfaction No of respondents Percentage
Low 3 6%
Moderate 33 66%
High 13 26%
Very High 1 2%
Total 50 100%
Chart 17
Chart showing Rate of satisfaction
Low, 3, 6%
Moderate, 33, 66%
High, 13, 26%Very High, 1, 2%
Low
Moderate
High
Very High
Table 18
Table showing respondent’s opinion towards demand of the vehicle
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Demand of Vehicle No of respondents Percentage
High 26 52%
Low 2 4%
Average 22 44%
Total 50 100%
Chart 18
Chart showing the Demand of Vehicle in the opinion of Respondents
High , 26, 52%
Low, 2, 4%
Average, 22, 44%
High
Low
Average
From the above data the demand of vehicle is high. It is true in the view of
the owner of the showroom.
Table 19
Table Showing Could this bike can sold without advertisement
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Without Advertisement can we sell this bike No of respondents Percentage
Yes 29 58%
no 7 14%
May be 14 28%
Total 50 100%
Chart 19
Chart showing Can this bike be sold without Advertisement
Yes , 29, 58%
no, 7, 14%
May be, 14, 28%
Yes
no
May be
From the above table it is clear that 58% of the respondents were told that
vehicle or Hero Honda Splendor+ and Super Splendor can sell without
advertisement.
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FINDINGS
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From the survey it reveals that customers are not satisfied with the
focus of light which is provided from the company.
From the survey conducted it reveals that 60% of the respondents
belong to the income group of below 1lakh.
From the survey conducted it reveals that 20 of them were working in
the Private sector and 16 of them Businessmen.
From the survey conducted it is evident that most of the owners use
their bikes for below 40 km/day geographical scatter of the Bangalore
city.
From this analysis it is clear that the dominant feature in Hero Honda
splendor+ and Super Splendor is mileage according to the customer’s
expectation.
In the survey conducted, to find out alternative brands considered
before the purchase of Hero Honda Splendor+ and Super Splendor it
is seen that respondents had considered other bikes such as Pulsar and
other Hero Honda product
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From this survey it reveals that 32 respondents out of 50 have been
influenced by their friends to purchasing Hero Honda Splendor+ and
Super Splendor
From this survey the respondent says that if they get same mileage of
with gear and without gear vehicle. They prefer with gear vehicle.
From this survey the respondents like to wish to have self starter.
Bajaj-Pulsar is the very close competitor with Hero Honda.
The customers are complaining about speedometers.
The customers have very poor knowledge regarding the maintenance
of vehicle.
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SUGGESTION
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The Indian customers are still price sensitive, so company should try
to bring down the price of its vehicles, to the extent possible.
Hence the company’s R&D department should put up efforts to
improve the quality of speedometers or put the digital speedometer.
Hence the company should conduct demonstrations and seminar to the
customers regarding maintenance. The best time and place for this is
when the customer comes for the service of the vehicle to the
showroom or service center.
The customers are less attracted from TV and other Medias from our
survey, so keep old customer as best customer.
The company should maintain the same type of technology because
our survey shows that the customers are well satisfied with the
vehicle.
Some of the customers are asking to improve the material strength.
CONCLUSION
The future of any business is tense. The future cannot be predicted all
you can do is think systematically about it. There are professional who look
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ahead to the longer term and who believe that this skill can be achieved. By
looking ahead, confronting he future and watching the trends unfold, the
world becomes less random, patterns, emerge and new threats are foreseen
and avoided and new opportunities are identified and exploited.
This study was done to analyze the buying behavior and customer
satisfaction of Hero Honda Splendor+ and Hero Honda Super Splendor in
Bangalore. Primary and secondary data collected were analyzed in the light
of objective set for the study from the survey reports; it was found that bike
was being rated the best with regard to the satisfactory levels among the
customers.
This study would benefit to Hero Honda Company in understanding the
various facts of consumers behavioral pattern and changes. Thus benefiting
them to understand the wants and needs of the customer and cater their
product in a more customized manner. To act further the comparative study
of the product would help in product enhancement the competitor product.
The evaluation of the competitor strategies and performance would assess
the company in devising strategies for product promotion and distribution.
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BIBLIOGRAPHY
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1) Principles of Marketing: Philip Kotler
2) Marketing Management: Pride Ferral
3) Company websites: www.herohonda.com
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QUESTIONNAIRE
Dear Respondents,
I am Harsha P.R., a final semester student of MBA in Surana College, Bangalore and as a part of my curriculum. I am doing a project report on “THE STUDY ON BUYING BEHAVIOR AND CUSTOMER
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SATISFACTION” towards HERO HONDA SPLENDOR+ and SUPER SPLENDOR motorcycle in Bangalore City. So I would be thankful, if you kindly help me with your opinions. I promise to keep the replies confidential except for the purpose of study.
Name:
Address:
Age: Below 20 [ ] 21-30 [ ] 31-40 [ ] 40&above [ ]
Occupation: Government [ ] Private [ ] Businessmen [ ]
Profession [ ] Student [ ] Other [ ]
Annual Income: Below 1lakh [ ] 1lakh-2lakh [ ]
2lakh-3lakh [ ] 3lakh & above [ ]
1) Do you think the design of bike is well suited for Indian road conditionYES [ ] NO [ ]
2) How many kilometers do you drive per day?
BELOW 40 [ ] 40-60 [ ] 60-80[ ] 80 & ABOVE [ ]
3) Which technical specification (quality) criteria made you to buy this bike?
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STYLE [ ] PRICE [ ] ENGINE cc [ ] MILEGE [ ]
4) What is your opinion about the quality of vehicle?
VERY GOOD [ ] GOOD [ ] AVERAGE [ ]
5) Rate the following factors, which influenced you to purchase this bike. 1-for most important 5-for least important
PRICE 5[ ] 4[ ] 3[ ] 2[ ] 1[ ]PERFORMANCEa) COLOR 5[ ] 4[ ] 3[ ] 2[ ] 1[ ]b) MILEAGE 5[ ] 4[ ] 3[ ] 2[ ] 1[ ]c) HANDLING CONVENIENCE 5[ ] 4[ ] 3[ ] 2[ ] 1[ ]
6) If you get same mileage of with gear vehicle and without gear vehicle. Which one do you prefer?
WITH GEAR [ ] WITHOUT GEAR [ ]
7) What is the color of your bike?
RED [ ] BLUE [ ] BLACK [ ] OTHER [ ]
8) Reason for choosing the color.
FAVORITE [ ] BEST COLOR [ ] PLEASANT [ ] AVAILABLE [ ]
9) Have you faced any problem with your bike till now?
YES [ ] NO [ ]
10) Do you want to have a self starter? Which will not have any maintenance cost?
YES [ ] NO [ ]11) If there is some thing in your bike that you would like to change.
___________________________________________________
12) What is the average maintenance cost per month (excluding fuel)?
BELOW 100 [ ] 100-200 [ ] 200-300 [ ] 300 & ABOVE [ ]
Surana College PG Centre 81
CITY BIKES POINT
13) By what kind of promotional strategy you had been influenced.
T.V [ ] PRINT MEDIA [ ] ROAD SHOW [ ] OTHER [ ]
14) Who influenced you to buy this bike?
FAMILY MEMBERS [ ] FRIENDS [ ]
RELATIVES [ ] NEIGHBORS [ ]
15) If this bike were not in market which other bike you would like to purchase ______________________________________________________.
16) Please specify the rate of satisfaction.
LOW [ ] MODERATE [ ] HIGH [ ] VERY HIGH [ ]
17) What is your opinion on the Demand of vehicle?
HIGH [ ] LOW [ ] AVERAGE [ ]
18) Could this bike be sold if there is no advertisement?
YES [ ] NO [ ] MAY BE [ ] 19) Any special suggestions to improve Hero Honda Splendor+ or Super
Splendor.________________________________________________________________________________________________________________________________.
Date:Place: Signature
Thank you for your co-operation.
Surana College PG Centre 82