MARKETING OF HERO HONDA MOTORCYCLE

WITH SPECIAL REFERENCE TO HERO HONDA

SPLENDOR PRO
- a case study of Mythri Motors, Shivamogga.
CHAPTER CONTENTS
Chapter 1
INTRODUTION
Introduction
Objectives of the study
Need of the study
Scope of the Study
Methodology
Limitations
Chapter Scheme
Chapter 2
OM!"N# !RO$I%&
'ero 'o(da)s Missio(
'ero 'o(da)s Ma(date
*oard of Directors
+ey Mi,esto(es of 'ero 'o(da
DEALER PROFILE
1
ha-ter . /
!RODUT !RO$I%&
'ero 'o(da S-,e(dor !ro
Tech(ica, s-ecificatio(s of 'ero 'o(da S-,e(dor !ro
ha-ter-0
'ISTOR# O$ TR"NS!ORT"TION "ND MOTOR#%&S
Histor o! Tra"sportatio"
De#e$op%e"t o! Tra"sportatio"
A&to%o'i$es
Histor o! Motor(($e
The De#e$op%e"t o! Ma(hi"es
Ma"&!a(t&re o! T)o*Whee$ers i" I"+ia
F&t&re !or I"+ia T)o Whee$er I"+&str
ha-ter - 1
S,R-EY ANALYSIS AND INTERPRETATION
ha-ter . 2
FINDINGS. S,GGESTIONS AND CONCL,SION
"((e3ure
4uestio((aire
*i5,iogra-hy
2
Chapter 1
INTRODUTION
Introduction
Objectives of the study
Need of the study
Scope of the Study
Methodology
Limitations of the Study
Chapter Scheme
3
INTROD,CTION
I(troductio(
The two-wheeler industry has recently witnessed a reversal in its
fortress. And the sharp rise in demand for two wheelers during the few
months has fuelled unbridled optimism about the countries. But the
industry it self would do well to adopt a more restrained posts we in its
recently rediscovered salubrious environment and learns some lessons
from its harrowing ourneys of the past few years. !or riding on two-
wheelers rough terrain can be pretty tric"y business.
#uring the first two decades of independent $ndia the two
wheelers industry has more or less monopoli%ed by two or three maor
manufactures with are assured mar"et people waited for lager period to
get a vehicle there by restricting their choice. $n the seventies& there was
a drastic increase in the petroleum price in the international mar"ets.
This led to the development of fuel economy vehicles in 'apan.
(overnment of $ndia in 1)*+ liberali%ed license of
manufacturing of two-wheelers vehicle in large scale with foreign
collaboration.
$ndia has emerged as a global giant in the two-wheelers
industry. $t is today the largest mar"et in the wor"ed with domestic of
over 2++, 2+ lac" venial in.
-owever& today after half of a decade of e.plosive growths the
industry is moving into consolidation phase characteri%ed by short-term
stagnation competition.
/
The future prospects for the industry remain e.tremely bright.
This is on account of0 -
a. A steady of population to urban carters
b. A growing middle loss and lac" of an ade1uate public transportation
system.
2ithin the two-wheeler mar"et& the scoter segment has shown
ma.imum growth primarily at the cast of mopeds while the motorcycle
segment has maintained a slow but steady growth. -owever& in the new
economic environment this tread may also change. $n one hand& the
demand for mopeds and minifies 3li"e -ero puc" 4*+ etc&5 is e.pected
to increase given the lesser purchasing power of the consumer& coupled
with the higher price and fuel cast for scooter and motorcycles
$n the& modern world the two-wheelers have become so
popular that it is demand to be the best means of transportation in city
infect it has become a fashion to ride the two-wheelers in city some ta"e
it fir fur and other transportation from one corner to another.
This proect report attempt to bring out details regarding history&
achievements growth of the -ero -onda motors limited and also
attempts have been made to during out details regarding history of
transportation and history of improving and models& competition in
present mar"et for motorcycles and also recent planning of two-wheeler
in $ndia. 4ore stress is given toward the case study of. 6arthi" motors.
2ho is the authori%ed dealer for -ero -onda 4otor cycles7 Attempts
have also been made to assess the present mar"et performances of
,
certain suggestions have also been given adopting suitable mar"et
strategy.
O'/e(ti#es o! the st&+
To "now about the different motorcycles in 8himoga city&
To analyses the sales performance of -ero -onda motor cycles by the
dealer of century automobiles show room 8himoga.
To assess the mar"et strategy adopted by the dealer in 8himoga.
To analyses the general problem in mar"eting of motorcycles and
specific problem confronted by the dealer.
To final the factors those influence the selection of the products&
To "now the customer attitude toward the products&
To give suggestions to improve strategy&
To evaluate the effectiveness of the mar"eting strategy in helping to
achieve organi%ational goal&
Need of the study
Consumer attitude towards marketing Mix has a great
role to play in the purchase decision, therefore it is necessary
for every marketing manager to try and understand the
Consumer Attitude. This could e helpful to the
manufacturer to understand the attitude of the consumer.
The manufacturer must consider the following while ma"ing the
decision and policies0
9
i. Tailor made product.
ii. $t should be priced right.
iii. $t must be standard and specific.
iv. $t must be easy for handling and distribution.
v. $t should reach the right consumer at the right time : at right
place.
Stateme(t of !ro5,em
;ow a day mar"eting is characteri%ed by capitation in every
field. There are number of products each having separate substitutes. A
manufacture has a <leary identity what e.actly the consumer needs and
what e.actly the ma"es a product completely satisfy his needs and then
educate the consumer effectively to create a demand for the product.
This is evident from the mar"eting aimed at generating customs
satisfaction as the "ey to satisfy organi%ation goals.
;ow a day. -ero -onda price are highly comparing to other
motorbi"es. 2herever we will develop our mar"eting strategy we must
improve some economical and performance of that vehicle because if
will help to the lower as well as middle level and create interest to such
type of people.
The modern consumer it=s intelligent enough to e.press e.actly
what his re1uirements are and national enough to udge the re1uirement
of his needs. ;o manufacturer can thin" of a company is the sale of
>
goods rather then production. The customers needs have to be carefully
considered by the manufacture if he is to the top of the mar"et.
This study fries to analyses the factors that influence the
consumer in selection of a two-wheeler while ma"ing a purchase
decision. The study also during to light the e.tort of satisfaction among
the owners of the -ero -onda motorcycles.
Sco-e of the Study
8himoga is a commercial city with a population of 3., lac"s.
The scope of the study is restricting to the consumer attitudes 3behavior5
towards motorcycles in 8himoga city.
The two-wheelers have become necessity in the modern life. 8o
every person prefer motorcycles& which gives& better fuel consumption&
durability economical and safety.
The report includes he efforts that have been ta"en by -ero
-onda 4otor cycle to improve the 1uality and push up the sales of -ero
-onda motor cycles.
The two- wheeler being a long lasting product the survey
includes the past purchase and few protective buyers of the product?

Metho+o$o0
Data collection
@rimary #ata 8econdary #ata
@ersonal interview ;ews paper
4aga%ines
<ompany reports
*
Both primary and secondary data have collected to bring our this proect
@rimary data have been collected though the personal interview
from the respondents. The survey of the respondent the made on the
basis of random sampling method 1uestionnaires had been issued to the
respondents to avoid unnecessary delay and to ta"e filling test easy the
1uestionnaire were prepared in a structural name for the purpose of
analy%ing the mar"et performers of sealers& their sales analysis and other
details has been collected form the dealers of 6arthi automobiles
8himoga. 8econdary data have been collected from the newspaper&
maga%ines and company reporters.
Limitations
As there are nearly a ,+A to 9+A who buy the -ero -onda for
every month. These person=s samples may give an accurate. Beside this
survey was limited by time and financial factors.
The primary data collected through the 1uestionnaire has it is own
shortcomings. 4ainly because the respondents ware not very
responder=s clouded to be based with their reviewers the main reason
why some of the responders could not furnish the re1uire information
comprehensively may be because of their poor "nowledge. -owever an
attempt has been made to prepare as accurately as possible.
The study has restricted to users of motorcycles
The study has done within the 8himoga city limits
8amples chaser by me is ,+ responders who are very small compare
the mar"et si%e.
)
#ue to the lac" of constraints and shortage of anthers resources.
Chapter Scheme
<hapter-1 0 $ntroduction #eals with Besearch #esign
<hapter 20 <ompany @rofile (ives the profile of the -ero -onda
<hapter-30 @roduct @rofile #eals with the product selected for study
<hapter-/ 0 -istory of 4otor <ycle
<hapter ,0 !irm @rofile #eals with the profile of 8ree 6arthi" 4otors&
;.T Boad& 8himoga
<hapter 90 8urvey Analysis #eals with the analysis of survey
conducted
<hapter >0 8urvey findings& suggestions and conclusion #eals the
summary of survey conducted followed by suggestions and conclusion.
1+
Chapter 2
OM!"N# !RO$I%&
'ero 'o(da)s Missio(
'ero 'o(da)s Ma(date
*oard of Directors
+ey Mi,esto(es of 'ero 'o(da
11
OM!"N# !RO$I%&
-ero -onda was first started in 'anuary 1)& 1)*/ (urgaon&
-aryana& $ndia as a oint venture of the -ero group3$ndia5 and
-onda motor co. ltd3'apan5. -ero -onda is $ndia=s ;umber one two
wheeler company.
-ero -onda has been the world=s biggest manufacture of two
wheeler motori%ed vehicle since 2++1& when it produced 1.3 million
motorbi"es in a single year.
#uring the *+=s -ero -onda become the first company in
$ndia to prove that it was possible to drive a vehicle without
polluting the roads. The company introduced new generation
motorcycles that set industry benchmar"s for fuel thrift and low
emission.
-ero -onda product range today commands a mar"et share of
/*A& ma"ing it a veritable giant in the industry by way of
technology e.cellence& an e.tensive dealer networ"& and you have
one of most customer oriented company. <ustomer satisfaction and
high 1uality product the strength of -onda technology and hero
12
-onda groups dynamism has helped hero -onda motors limited
fortune and e.ceed limit.
Cver 1) million hero -onda two wheeler tread $ndian roads
today. These are almost as many the number of people in !inland&
$reland and 8weden put together.
The oint venture between $ndiaDs -ero (roup and -onda
4otor <ompany& 'apan has not only created the worldDs single
largest two wheeler company but also one of the most successful
oint ventures worldwide.
#uring the *+s& -ero -onda became the first company in
$ndia to prove that it was possible to drive a vehicle without
polluting the roads. The company introduced new generation
motorcycles that set industry benchmar"s for fuel thrift and low
emission. A legendary )$i,, it - Shut it - $orget it) campaign
captured the imagination of commuters across $ndia& and -ero
-onda sold millions of bi"es purely on the commitment of
increased mileage.
13
Cver 2+ million -ero -onda two wheelers tread $ndian roads
today. These are almost as many as the number of people in
!inland& $reland and 8weden put togetherE
-ero -onda has consistently grown at double digits since
inceptionF and today& every second motorcycle sold in the country is
a -ero -onda. Gvery 3+ seconds& someone in $ndia buys -ero
-ondaDs top -selling motorcycle 8plendor. This festive season& the
company sold half a million two wheelers in a single monthHa feat
unparalleled in global automotive history.
-ero -onda bi"es currently roll out from its three globally
benchmar"ed manufacturing facilities. Two of these are based at
#haruhera and (urgaon in -aryana and the third state of the art
manufacturing facility was inaugurated at -aridwar& Ittra"hand in
April this year. These plants together are capable of producing out
/./ million units per year.
-ero -ondaDs e.tensive sales and service networ" now spans
over 3+++ customer touch points. These comprise a mi. of
1/
dealerships& service and spare points& spare parts stoc"iest and
authori%ed representatives of dealers located across different
geographies.
-ero -onda values its relationship with customers. $ts uni1ue
<B4 initiative - -ero -onda @assport @rogram& one of the largest
programs of this "ind in the world& has over 3 million members on
its roster. The program has not only helped -ero -onda understand
its customers and deliver value at different price points& but has also
created a loyal community of brand ambassadors.
-aving reached an unassailable pole position in the $ndian
two wheeler mar"et& -ero -onda is constantly wor"ing towards
consolidating its position in the mar"et place. The company
believes that changing demographic profile of $ndia& increasing
urbani%ation and the empowerment of rural $ndia will add millions
of new families to the economic mainstream. This would provide
the growth ballast that would sustain -ero -onda in the years to
come. As Brimohan Jall 4unal& the <hairman& -ero -onda
4otors succinctly points out& K2e pioneered $ndiaDs motorcycle
industry& and itDs our responsibility now to ta"e the industry to the
ne.t level. 2eDll do all it ta"es to reach there.DD
1,
'&RO 'OND")S MISSION
-ero -onda=s mission is to strive for synergy between
technology& systems and human resources& to produce products and
services that meet the 1uality& performance and price aspirations of
its customers. At the same time maintain the highest standards of
ethics and social responsibilities.
This mission is what drives -ero -onda to new heights in
e.cellence and helps the organi%ation forge a uni1ue and mutually
beneficial relationship with all its sta"e holders.
'&RO 'OND")S M"ND"T&
-ero -onda is a world leader because of its e.cellent
manpower& proven management& e.tensive dealer networ"& efficient
supply chain and world-class products with cutting edge technology
from -onda 4otor <ompany& 'apan. The teamwor" and
commitment are manifested in the highest level of customer
19
satisfaction& and this goes a long way towards reinforcing its
leadership status.
!oard of "irectors
No. Name of the Directors Desig(atio(
1 4r. Brimohan Jall 4unal <hairman : 2hole-time #irector
2 4r. @awan 4unal 4anaging #irector : <GC
3 4r. Toshia"i ;a"agawa 'oint 4anaging #irector
/ 4r. 8umihisa !u"uda Technical #irector
, 4r. Cm @ra"ash 4unal ;on-e.ecutive #irector
9 4r. 8unil 6ant 4unal ;on-e.ecutive #irector
> 4r. 4asahiro Ta"edagawa ;on-e.ecutive #irector
* 4r. 8atoshi 4atsu%awa
3Alternate #irector to 4r. Ta"ashi ;agai5 ;on-e.ecutive #irector
) 4r. @radeep #inodia ;on-e.ecutive : $ndependent #irector
1+ (en.3Betd.5 Led @ra"ash 4ali" ;on-e.ecutive : $ndependent
#irector
11 4r. Analit 8ingh ;on-e.ecutive : $ndependent #irector
12 #r. @ritam 8ingh ;on-e.ecutive : $ndependent #irector
13 4s. 8hobhana Bhartia ;on-e.ecutive : $ndependent #irector
1/ 4r. 8unil Bharti 4ittal;on-e.ecutive : $ndependent #irector
1,. 4r. 4eleveetil #amodaran ;on-e.ecutive : $ndependent
#irector
19. 4r. Arun ;ath 4aira ;on-e.ecutive : $ndependent #irector
1>
+&# MI%&STON&S O$ '&RO 'OND"
Mear Gvent
1)*3 'oint <ollaboration Agreement with -onda 4otor <o. Jtd. 'apan
signed
8hareholders Agreement signed
1)*/
-ero -onda 4otors Jtd. incorporated
1)*, !irst motorcycle K<# 1++K rolled out
1)*> 1++&+++th motorcycle produced
1)*) ;ew motorcycle model - K8lee"K introduced
1))1 ;ew motorcycle model - K<# 1++ 88K introduced
,++&+++th motorcycle produced
1))2 Baman 4unal Lidya 4andir inaugurated - A 8chool in the
memory of founder 4anaging #irector& 4r. Baman 6ant 4unal
1))/ ;ew motorcycle model - K8plendorK introduced
1&+++&+++th motorcycle produced
1))> ;ew motorcycle model - K8treetK introduced
-ero -ondaDs 2nd manufacturing plant at (urgaon inaugurated
1))* 2&+++&+++th motorcycle produced
1))) ;ew motorcycle model - K<BNK introduced
Gnvironment 4anagement 8ystem of #haruhera @lant certified
with $8C-1/++1 by #;L -olland
Baman 4unal 4emorial -ospital inaugurated - A -ospital in the
memory of founder 4anaging #irector& 4r. Baman 6ant 4unal
2+++ /&+++&+++th motorcycle produced
Gnvironment 4anagement 8ystem of (urgaon @lant certified $8C-
1/++1 by #;L -olland
1*
8plendor declared D2orld ;o. 1D - largest selling single two-
wheeler model
K-ero -onda @assport @rogrammeK - <B4 @rogramme launched
2++1 ;ew motorcycle model - K@assionK introduced
Cne million production in one single year
;ew motorcycle model - K'oyK introduced
,&+++&+++th motorcycle produced
2++2 ;ew motorcycle model - K#awnK introduced
;ew motorcycle model - KAmbitionK introduced
Appointed Lirender 8ehwag& 4ohammad 6aif& Muvra 8ingh&
-arbhaan 8ingh and Naheer 6han as Brand Ambassadors
2++3 Becomes the first $ndian <ompany to cross the cumulative >
million sales mar"
8plendor has emerged as the 2orldDs largest selling model for the
third calendar year in a row 32+++& 2++1& 2++25
;ew motorcycle model - K<# #awnK introduced
;ew motorcycle model - K8plendor OK introduced
;ew motorcycle model - K@assion @lusK introduced
;ew motorcycle model - K6ari%maK introduced
2++/ ;ew motorcycle model - KAmbition 13,K introduced
-ero -onda became the 2orld ;o. 1 <ompany for the third
consecutive year.
<rossed sales of over 2 million units in a single year& a global
record.
8plendor - 2orldDs largest selling motorcycle crossed the , million
mar"
;ew motorcycle model - K<BNPK introduced
1)
'oint Technical Agreement renewed
Total sales crossed a record of 1+ million motorcycles
2++, -ero -onda is the 2orld ;o. 1 for the /th year in a row
;ew motorcycle model - K8uper 8plendorK introduced
;ew motorcycle model - K<# #elu.eK introduced
;ew motorcycle model - K(lamourK introduced
;ew motorcycle model - KAchieverK introduced
!irst 8cooter model from -ero -onda - K@leasureK introduced
2++9 -ero -onda is the 2orld ;o. 1 for the ,th year in a row
2++> -ero -onda is the 2orld ;o. 1 for the 9th year in a row
;ew D8plendor ;Q(D launched
;ew D<# #elu.eD launched
;ew D@assion @lusD launched
;ew motorcycle model D-un"D launched
2+ million production milestone achieved
2++* -ero -onda -aridwar @lant inauguration
;ew D@leasureD launched
8plendor ;Q( lauched with power start feature
;ew motorcycle model D@assion @roD launched
;ew D8plendor @roD launched
2, million production milestone achieved
<# #elu.e lauched with power start feature
;ew D(lamourD launched
;ew D(lamour !iD launched
#$$%
-un"D 3Jimited Gdition5 launched
8plendor completed 11 million production landmar"
2+
;ew motorcycle model D6ari%ma - N4BD launched
8ilver ubilee celebrations
#$&$
-ero -onda @assion @ro
-ero -onda 8plendar @ro
-ero -onda ;Q(
21
!ROMIN&NT "6"RDS TO T'& OM!"N#
#ear "7ards 8 Recog(itio(s
9:;: om-a(y of the #ear a7arded 5y &co(omic Times "7ards for
or-orate &3ce,,e(ce 9::<-:=.
N* T>;< Overdrive "7ards 9:;: )'a,, of $ame) to
S-,e(dor
NDT> !rofit ar 8 *i?e "7ards 9:;: -
T7o-7hee,er Ma(ufacturer of the #ear
(* >ie7ers) hoice T7o-7hee,er of the #ear @+ariAma
BMRC
*i?e Ma?er of the #ear 5y &T-Big6hee,s ar 8 *i?e of the
#ear "7ards 9::=
9::= DT7o-7hee,er Ma(ufacturer of the #earD by ;#TL @rofit <ar :
Bi"e Awards 2++) and @assion @ro adudged as <;B LiewersD
<hoice two-wheeler
Top $ndian <ompany under the DAutomobile - Two-wheelersD
sector bythe Du( 8 *radstreet-Ro,ta or-orate "7ards
2on (old in the BeaderDs Digest Trusted *ra(d 9::= in the
D4otorcyclesD category
NDT> !rofit *usi(ess %eadershi- "7ards 9::= - two-wheeler
category
22
9::< NDT> !rofit *usi(ess %eadershi- "7ard 9::< - -ero -onda
2ins the <oveted K;#TL @rofit Business Jeadership Award
2++*K
To- Dear Desig( "7ards 9::< - -un" Bi"e of the Mear Award
NDT> !rofit ar I(dia 8 *i?e I(dia "7ards - ;#TL
RLiewers= <hoice AwardS to -un" in Bi"e category
I(dia Times Mi(dsca-e a(d Savi,e Ro7 @" $or5es Drou-
>e(tureC %oya,ty "7ards - R<ustomer and Brand Joyalty
AwardS in Automobile 3two-wheeler5 sector
"sia( Retai, o(gress "7ard for Retai, &3ce,,e(ce 38trategies
and 8olutions of business innovation and transformation5 - Best
<ustomer Joyalty @rogram in Automobile category
NDT> !rofit ar I(dia 8 *i?e I(dia "7ards - Bi"e
4anufacturer of the year
Overdrive MagaAi(e - Bi"e 4anufacturer of the year
TNS >oice of the ustomer "7ardsE
;o.1 e.ecutive motorcycle 8plendor ;Q(
;o.1 standard motorcycle <# #elu.e
;o. premium motorcycle 8plendor @ro
9::F The ;#TL @rofit <ar $ndia : Bi"e $ndia Awards 2++> in the
following category0
Cverall KBi"e of the MearK - <BN Q-treme
KBi"e of the MearK - <BN Q-treme 3up to 1,+ cc category5
23
KBi"e Technology of the MearK - (lam out @(4 !$
KAuto Tech of the MearK - (lam out @(4 !$ by Cverdrive
4aga%ine.
KBi"e of the MearK - <BN Q-treme by Cverdrive 4aga%ine.
Ban"ed <BN Q-treme KBi"e of the MearK - by B 8 4otoring
4aga%ine
R4ost Trusted <ompanyS & by T;8 Loice of the <ustomer Awards
2++9.
<# #elu.e rated as K;o 1 standard motorcycleK by T;8 Loice of
the <ustomer Awards 2++9.
9::2 Adudged >th Top $ndian <ompany by 2all street 'ournal Asia
3Top $ndian Two 2heeler <ompany5.
Cne of the * $ndian companies to enter the !orbes top 2++ list of
world=s most reputed companies.
;o. 1 in automobile industry by T;8 or-orate Socia,
Res-o(si5i,ity "7ard.
Best in its class awards for each category by TNS Tota, ustomer
Satisfactio( "7ards 9::20
8plendor @lus 3G.ecutive5
<# #elu.e 3Gntry5
@leasure 3(earless 8cooters5
8plendor : @assion - Top two models in two wheeler category by
GT Brand G1uity 8urvey 2++9.
2/
Adudged >th Top $ndian <ompany by 2all street 'ournal Asia
3Top $ndian Two 2heeler <ompany5.
Top $ndian company in the Automobile - Two 2heeler sector by
#un : Bradstreet - "merica( &3-ress or-orate "7ards 9::2.
-ero -onda 8plendor rated as $ndiaDs most preferred two-wheeler
brand at the "7aaA o(sumer "7ards 9::2.
<ertificate of G.port G.cellence for outstanding e.port
performance during 2++3-+/ for two-wheeler : three- wheelers -
<omplete 3;on 88$5 by Gngineering G.port @romotion <ouncil.
The ;#TL @rofit <ar $ndia : Bi"e $ndia Awards 2++9 in the
following category0
Bi"e 4a"er of the Mear
Bi"e of the Mear - Achiever
Bi"e of the Mear - Achiever 3up to 1,+ cc category5
Bi"e of the Mear - (lamour 3up to 12, cc category5
;#TL LiewersD <hoice Award to (lamour in the bi"e
category
9::1 Awaa% <onsumer Awards 2++, - $ndiaDs most preferred two-
wheeler brand by <;B< in the DAutomobilesD category.
Bi"e 4a"er of the Mear Award by Cverdrive 4aga%ine.
$<2A$ ;ational Award for G.cellence 38econd5 in <ost
4anagement 2++/ in the private sector category by $<2A$.
1+th 4otilal Cswal 2ealth <reator Award for as the most
2,
consistent wealth creator for the period 1))1-2++,.
9::0 2inner of the Beview 2++ AsiaDs Jeading <ompanies Award
33rd Ban" amongst the top 1+ $ndian companies5.
(L< Jevel 1 3-ighest Bating5 by <B$8$J for corporate
(overnance.
Adudged as the Best Lalue <reator - Jarge 8i%e <ompanies 2++3-
+/ by The Cutloo" 4oney.
<orporate G.cellence Award 2++/ by $ndian $nstitute of 4aterials
4anagement.
Adudged as the Crgani%ation with $nnovative -B @ractices by -T
@ower 'obs for -B G.cellence.
$<8$ ;ational Award for G.cellence in <orporate (overnance
2++/ by The $nstitute of <ompany 8ecretaries of $ndia.
9::/ 2inner of the Beview 2++ - Asia Ds Jeading <ompanies Award
33rd Ban" amongst the top 1+ $ndian companies5.
4ost Bespected <ompany in Automobile 8ector by Business
2orld.
Bi"e 4a"er of the Mear by Cverdrive 4aga%ine.
9::9 Bi"e 4a"er of the Mear by Cverdrive 4aga%ine.
2inner of the Beview 2++ - Asia Ds Jeading <ompanies Award
3/th Ban" amongst the top 1+ $ndian companies5.
29
<ompany of the Mear of GT Awards for <orporate G.cellence.
Ban"ed /th in DCverall Best 4anaged <ompanyD category& ran"ed
3rd in DBest !inancial 4anagementD and DBest Cperational
GfficiencyD category& ran"ed 9th in DCverall Best $nvestor
BelationsD category& by Asia money.
-ighest 2ealth <reating <ompany of the Mear Award by the
4oney.
(L< Jevel 1 3-ighest Bating5 by <B$8$J for <orporate
(overnance.
9::; Bi"e 4a"er of the Mear by Cverdrive 4aga%ine.
2inner of the Beview 2++ - Asia Ds Jeading <ompanies Award
3)th Ban" amongst the top 1+ $ndian <ompanies5.
2inner of Three Jeaves Award for showing <orporate
Gnvironment Besponsibility in the Automobile 8ector by <enter
for 8cience : Gnvironment.
;=== ;ational @roductivity Award for the Best @roductivity Award in the
category of Automobile : Tractor presented by Lice @resident of
$ndia.
;==1 The Analyst Award 1)), presented to -ero -onda 4otors Jtd. on
being ran"ed )th amongst the most investor rewarding companies
in $ndia.
;==1 ;ational Award for outstanding contribution to the #evelopment
of $ndian 8mall 8cale $ndustry 3;8$< Award - @resented by
@resident of $ndia5.
;==; Gconomic Times--arvard Business 8chool Award for <orporate
2>
@erformance to -ero -onda 4otors Jtd.
2*
D&"%&R !RO$I%&
Introduction
4ythri motors has been incorporated as a sole proprietor. The from
was establish in 'une ,
th
2++, the firm is located in 8han"armutt
Boad shimoga
4r. Baghu <.L started their carrier with the establishment of
concern namely R@opular cyclesS. @opular tyres up the year 2++3
which did their grand father start. This concern is situated in By-
pass Anne.es ;.T Boad 8himoga. Jater in they started another firm
namely 8ree 6arthi". Curs showroom has a wor"shop : vacant
hall over our showroom measuring 1/+++.s1.ft. Also a vacant land
of appro.imately /+.2++ is still vacant behind our building for our
future course of plans.
Cur wor"shop is measuring /+++ s1. ft. we are carrying out around
*+-)+-motorcycle service a day with good revenue. The wor"shop
revenue is able to maintain our total e.penditure of our business the
profit from the new vehicle will ta"en care of interest : other
investment the reputation of our wor"shop for good 1uality& timely
2)
delivery : courtesies has added to our. $ncrease is sales : also the
increase in our reporting at our wor"shop.
As our reputation in sales& wor"shop is good we are confident
of lifting our firm to a greater new height.
Capita$ str&(t&re o! the 1r%
4r. Baghu.<.L contributed the total sum of Bs )&++&+++
for the establishment of the firm as deposited in the company is Bs-
2,& ++&+++ was borrowed form canara ban" 8.4 circle shimoga this
fund was used for purchase of spare parts and other e.penses of the
showroom.
!rom 2+++-2++1 it e.pended to 1.2crore
2++1-2++2 it e.pended to 1.,crore
At . present year 2++*-2++) it e.pended 2.3 crore
3+
I"!ra str&(t&re Fa(i$ities
La"+ a"+ '&i$+i"0
The firm has our land whose are in 13+++ s1.ft. $ncluding
showroom& wor"shop& spare parts section
Po)er2
The total electric used by the firm is /++ units per month and 6 @ T
< J supplies the same
Ma(hi"er
The firm is well e1uipped with all re1uired tools. These are
re1uired for the tools in the firm are Bs ,+++++ in beginning. But
"now it has that entire modern total which re1uire in present day is
Bs 1+++++
O3(e sta4 o! the 1r%
The office staff includes.
1. 4anager 34anaging partner5
2. 8ales e.ecutive=s
31
3. Cffice in charge
/. Accountant
,. 8tore "eepers
9. Two cler"s
>. <omputeri%es
*. Typist
). Beceptionist
ORGANI5ATION CHART
32
4anaging #irector
8ales
$ncharge
8pares
$ncharge
2or"s
4anager
Accounts
$ncharge
8ervice
Advisor
8ales
@erson
1 computer
operator
3 staff
1 computer
operator
3 service
supervisor
4echanics
: -elpers
2 staff
The %ar6eti"0 %i7 strate0 o! the 1r%
4ar"eting is analysis planning and controlling the firm
customer and the resources policies& activities with a view to satisfy
the needs and wants of the chaser customs can be attracted by the
following four ways namely
15 @roduct
25 @rice
35 @romotion
Cr of an article in terms of money. 2ithout it we cannot buy
or sale any thing price of a product consists of the physical produce
product plus the bundle of e.pectations. The product should be
worth the price only then would be the consumer bean satisfied.
Thus is case of the -ero -onda motor limited they have fi.ed
reasonable prices for their vehicles and thus great demand in the
mar"et.
Promotion
$t is an activity connected with the promoting the sales. $t
may also mean mar"et communicationF @romoting involves
advertising personnel dealing dealers and soles promotions
advertising mean nothing but a paid form of non-personnel
preservation and promotion ideas. (ood services by an identified
sponsor $t is a form of publicity. 8oles promotion plans are re1uired
33
to attract the attention of the consumer and created a demand for the
product.
A+#ertisi"0 p$a""i"0 at Sree Karthi6
The advertising policies adopted by the 8ree 6arthi" are as
follows0
15 ;ews advertisement
25 #emonstration of the vehicles in rural areas through mobile
service van
35 Crgani%ing sports of other cultural activities
/5 Becently by the cable TL advertisements
Distri'&tio"
$t is the flow of goods from the producers or the
manufactures to the ultimate consumers distillation canned
represent a chain of middlemen participating in the transferring of
goods some of the channels are0-
a5 4anufactures-whole sales-Betailers- consumers
b5 4anufactures- sales man-#ealers consumers
c5 4anufactures-Betailers-consumers
d5 4anufactures-consumers
$n case of 8ree 6arthi" they still the products after receiving
from the manufactures that is -ero -onda limited. As it is the
authori%ed dealers of -ero -onda in 8himoga district
3/
'orm su("ealer places
8himoga
-arihar
8hi"aripuar
-onnali
Bosavapatna
-ebri
Ta5,e sho7s year,y sa,es of the Sree +arthi?
Mear 8ales
2++,-2++9 ,&/++
2++9-2++> 9&>++
2++>-2++* >&,++
2++*-2++) >&)++
2++)-2+1+ *&,++
2+1+-2+11 *&)++
3,
ha-ter . /
!RODUT !RO$I%&

'ero 'o(da S-,e(dor !ro
Tech(ica, s-ecificatio(s of 'ero 'o(da S-,e(dor !ro
39
!RODUT !RO$I%&
General information
Model: Hero Honda Splendor Pro
Year: 2011
Category: Sport
Rating: 59 out of 100. Show full rating and compare with other bikes
Engine and transmission
Displacement: 97.50 ccm 5.95 cubic inches!
Engine type: Single c"linder# four$stroke
Power: 7.70 HP 5.% k&!! ' 7500 (P)
Torque: *.0+ ,m 0.* kgf$m or 5.9 ft.lbs! ' +500 (P)
Compression: 9.0-1
Fuel system: .arburettor
Fuel control: /H.
gnition: 0igital .01
Cooling system: 2ir
Gear!o": +$speed
Transmission
type#
final dri$e:
.hain
Clutc%: &et# multiplate
C%assis# suspension# !ra&es and w%eels
Frame type: 3ubular double cradle
Front suspension: 3elescopic h"draulic shock absorbers
Rear suspension: Swing arm with 5 step h"draulic shock absorbers
Front tyre
dimensions:
2.75$1*
Rear tyre 2.75$1*
3>
dimensions:
Front !ra&es: 45panding brake drum brake!
Front !ra&es
diameter:
160 mm 5.1 inches!
Rear !ra&es: 45panding brake drum brake!
Rear !ra&es
diameter:
160 mm 5.1 inches!
P%ysical measures and capacities
Dry weig%t: 109.0 kg 2+0.6 pounds!
Power'weig%t
ratio:
0.070% HP7kg
($erall %eig%t: 1#0+0 mm +0.9 inches!
($erall lengt%: 1#970 mm 77.% inches!
($erall widt%: 720 mm 2*.6 inches!
Ground clearance: 159 mm %.6 inches!
Fuel capacity: 11.00 litres 2.91 gallons!
Reser$e fuel
capacity:
1.00 litres 0.2% gallons!
(t%er specifications
)tarter: 4lectric 8 kick
*ig%t: 65&765& halogen headlights
Electrical: 6 2h batter" for kick start and + 2h batter" for self start.
)eat: 2$person seat
Color options: 9lue# black# red# orange# gre"# maroon# sil:er
Comments: /ptional self starter adding + kg to the weight. Sold in 1ndia.
Hero Honda is ;oint :enture between 1ndia<s Hero =roup
and Honda.
3*
3)
T%e features of t%e new )plendor Pro will include:
Power Start
2ll new 2P0> engine with more power
Higher fuel efficienc"
1mpro:ed headlight intensit" ? at lower speeds high output 2.= !
)aintenance free batter"
Passing switch ? for eas" o:ertaking 8 conspicuit"
3"re with wider crown radius for better handling
(ear cushion with 5 step ad;ustments
,ew colours 8 stripes
,ew refreshed front :isor
3ough Sil:er colour engine co:er
.ommenting on the launch# )r. 2nil 0ua# Sr. >ice President )arketing 8
Sales!# Hero Honda )otors @td said# ASplendor is the most trusted and
popular two$wheeler brand in the industr". Beeping in mind the :aried
needs of customers# it has been our constant endea:our to inno:ate in
the delu5e categor" to build a range of Splendor offerings while
/+
strengthening the trust of our :alued customers. &ith the all$new
Splendor Pro# we ha:e brought in a fresh round of e5citement to our
customers. 3his bike re$defines performance# safet"# toughness and
aesthetics in this segment. &e are confident that Spendor Pro will further
augment our growth in the delu5e segment.C
A&e are also looking forward to maintaining the all$time high monthl"
sales numbers of the past few months. &e ha:e lined up a few more
e5citing launches in the run$up to the festi:e season.C He added
0esigned with an attention to detail# the Splendor Pro features
impro:ements in technolog"# design and aesthetics towards ensuring a
hassles$free dri:e for the rider.
1ncorporating the ,ew$=en 2P0> engine with 2d:anced Pro$series
0igital >ariable 1gnition S"stem# the new Splendor Pro offers greater
power of 7.* Ps. .ombined with impro:ed safet" features ranging from
toughened steering head for all terrains# and t"res with wider crown for
impro:ed handling# the new Splendor Pro deli:ers on performance and
reliabilit". 3he bike also features a wide range of aesthetic impro:ements
such as new muffler co:er# new refreshed front :isor# new handle holder
and ke" design and 3ough Sil:er colour engine co:er.
3he new Splendor Pro is attracti:el" priced at (s 69#9507$ spoke drum
kick# e5$showroom 0elhi! and (s +1#9507$ spoke drum self# e5$showroom
0elhi!. 1t is being made immediatel" a:ailable through Hero HondaDs wide
network of o:er +200 sales and ser:ice points across the countr".
Hero HondaDs Splendor brand was introduced in the 1ndian market in the
"ear 199+ and since then the brand has become a li:ing legend in the
motorc"cle industr" in the countr"# and indeed across the globe# winning
/1
the unwa:ering trust of the customers. 3he bike has grown to be
s"non"mous with reliabilit"# performance and :alue. Since its launch# the
Splendor range has been regularl" updated to meet customersD e:ol:ing
preferences and tastes.
)%ades a$aila!le in +ero +onda )plendor Pro
Splendor Pro is a:ailable in se:en shades-
$ =ranite blue
$ 9lack with purple stripe 1
$ 9lack with purple stripe 11
$ 9lack with purple stripe 111
$ 9lack with sil:er stripe
$ .loud sil:er
$ .and" red
,ariants of +ero +onda )plendor Pro
Hero Honda Splendor Pro is a:ailable in 2 :ariants-
/2
$ Splendor Pro with kick start and spoke wheels
$ Splendor Pro with self start and allo" wheels
'"!T&R-0
-$8TCBM C! TBA;8@CBTAT$C; A;# 4CTCB<M<JG8
Histor o! Tra"sportatio"
De#e$op%e"t o! Tra"sportatio"
A&to%o'i$es
Histor o! Motor(($e
The De#e$op%e"t o! Ma(hi"es
Ma"&!a(t&re o! T)o*Whee$ers I" I"+ia
F&t&re For I"+ia T)o Whee$er I"+&str
/3
HISTORY OF TRANSPORTATION AND MOTORCYCLES
istory of !ransportation
Transportation means movement of and his maters from
one place to another in any part of earth $t is the convergence or the
act of transporting from times immemorial main has been able to
move him powerfully influenced by easy in" surface of the earth?
$n spite of adverse circumstance man by hammering
nature whether it be directly or indirectly has e.plored and
e.ploited the resources of the earth& the wheels the sails& the steam
engine the internal combustion. Gngine the electronic motor are the
few landmar"s in transportation. The greatest brea" through man in
the technology of flight promise of 21
st
century approached to be
copped by the roc"et engine. By this& main was free from
dependence or earth atmospheres and permitted him to visuali%e
traveling to the other places.
//
De#e$op%e"t o! Tra"sportatio"
Before the close of 1)
th
century& although for two decades&
there was much e.perimentation in construe of vehicles powered by
the interment combustion engine. The full impact felt by forms of
transport was product. Before the first world road transport& which
had begun to encroach on rail and water great strides between the
was and challenged rail at the chief of both passenger and goods in
the 2 decades following world war $$
A&to%o'i$es
A self-propertied passenger vehicle designed to be operated
on ordinary roads may be called an automobile. According to the
services rendered the general motor vehicle may be classified into
several types namely motorcar& motorcycle& scooter etc. All these
vehicles certainly re1uire fuel. This fuel may be either pectoral or
diesel. They are the essential fuel re1uired for automobile
operation. But in the present circumstances& as is "nows to all the
natural resources of petrol and diesel being consumed rapidly which
/,
alert us the need of a new fuel for which e.perimentation is going
on for instance the solar energy is trying to be e.perimental with.
Histor o! Motor(($e
A motorcycle is a vehicle& which the principles of bicycle
and the internal combustion entire are combined. The internal
combustion engine generally is a gasoline engine. The term covers
a range of machine form ,+cc piston displacement or below
3mopeds or motorcycles5 to 1++cc multiple cylinder models of
which the I.8 -arley #avidson and $ndia L T wins& the British
1+++cc s1uare / aerial& and the / cylinder. $talian 4.L Augusta is a
representative. The term motorcycles also covers motor scooters&
which have power until from ,+cc to 2,+ cc.
An Gnglishmen& Gdward butter the first motorcycle in 1**/
but the first motorcycle to appear publicity was one built by
R(ottlied #aimerS of can start& 2urttemberg of germane in 1**,
4otorcycle did not attain even slight public popularity until toward
the end of 1)
th
century. !rench and Belgium designers were among
the mar"ets of the practical motorcycle engines and motorcycle
/9
increasing steadily throughout the first 3+ years of the2+th century.
$n both world wars& motorcycles were widely used for military
purposes and after 2orld 2ar $$& an appreciation of the remar"able
revival of public interest in motorcycle& mopeds and scooter. $n the
united states the year after the world be compared with that western
Gurope Although at times& the continuing popularity of two-
wheelers transport has been 1uestioned& there is no doubt that it was
firmly established in the second half of the 2+
th
century the motor
provided a means of individual powered transport& combining
reliability& economy and comfort young people had always been
1uic" to appreciate its advantages moreover the sporty and travel
appeal of the two-wheeler e.panded yearly
The De#e$op%e"t o! Ma(hi"es
The development of motorcycle was steady in the formative
years positioning of the poor unit varied but by 1)1+& designers had
recogni%ed that the most practical point was two and central later
motorcycle or were attached by long belts and plates to frames.
/>
!rames were building up from steel tubing oined by either welding
or barging.
Garly single cylinder commercial motorcycle persisted in the
second half of 2+
th
were four stro"es& in which values were
employed with the compressing firing in one direction 3upward or
down word5 only many below 2,+cc capacity were 2 stro"es
through a succession of passage wall and parts& The Guropean
method of rating an engine is by the volumetric. The house power
rating is used in some countries& including the Inited stares a rough
e1uivalent in between *to1+ -@ per 1++cc for models with 2 to /
cylinders.
4ultiple cylinders ensure smooth running and because light
weight models cheap to run and easy to maintain two of the
foremost British design the four stro"es 1)2cc water cooled
velocity JG and the 2 stra"e 2,+cc aerial had was for themselves
for most positions combustive and ignition were greatly improved
over even the method of years earlier and bore title resemblance to
the sedimentary forms on pioneer motorcycles the combustive was
/*
a compact and reliable instrument measuring. The sparsely the
prepositions of fuel and able to serve indefinitely without maor
adustments. Glementary tube ignition had given way to advance
forms of electrical generation by means of magnetic or an induction
coil
The magneto was either separate price of mechanism driver
from the engine by means of gearing a chains or more integral with
the flywheel.
Ma"&!a(t&re o! T)o*Whee$ers I" I"+ia
4ost of the two-wheelers industries do not manufacture all the
parts& usually orders are placed the best industries which have
capacity to manufacture the right 1uality and 1uality in a specified
time certain industries purchase spare form small industries as per
the instructions given by the government to develop the small
industries.
The two-wheeler industry manufacture only the main parts
li"e engine& gear unites wheel drums etc. where as they purchase
/)
combustor form worlds best manufacture li"e R8@A<CS
R4$<ABBCS RCBB$TAJS Because this is the part which helps for
the better mileage. Cther parts li"e tyres& tubes& bearings&
speedometer& shac" absorbers horns& bulbs& cables etc& are
purchased from certain recogni%ed industries. <ertain other things
li"e wiring plastic and fiber parts seats etc are purchased from
small-scale units.
$n the forgoing steel sheets are converted into this needs li"e
body cover chassis and other welded by electrolysis process& it is
then painted. The parts are then sent to assembly section. The
vehicles are then ta"en into test ride on test trac"s. $f the vehicles
perform. 2ell to the standards& the vehicle is ready for dispatch.
F&t&re For I"+ia T)o Whee$er I"+&str
Two wheelers in $ndia is a glowing mar"et which no doubt by
the turn of country will become the largest mar"et users loo"
forward to area of choice& as they have an option form several
,+
highly 1uality products which are priced and available at reasonable
cast.
As the ReightiesS faced a tremendous growth of two-wheeler
over / fold umping from /.2+ la"h in the year 1)*+ to 1>2/ la"s
1)*). But the ;ineties
R-old out great challenges ahead. $f eighties was the decade for
1uality Rmine these could be the decade for 1uality. Gngines with
higher fuel efficiently low maintenance cost e.cellent after sales
services penetration in to semi urban and rural arrears are the
important factors for survival customers is a ware of the latest
technology of the products the buys.
,1
ha-ter . 1
ONSUM&R "TTITUD& TO6"RDS T6O 6'&&%&RS
o(sumer attitude
Determi(a(t of 5uyer 5ehavior, I(ter(a, factors
o(c,usio(
,2
ONSUM&R "TTITUD& TO6"RDS T6O 6'&&%&RS
o(sumer "ttitude
<onsumer attitude is comparative a new field of study. $t is the
attempt to understand and predict human action is the buying role. $t has
assumed growing importance under mar"et oriented or customer
oriented mar"et planning and management buyers mar"et for many
products and the growth of consumerism and consumer legislation since
1)9+ have created special interest in buyer behavior and the formulation
of mar"eting mi.ed to responds favorable buyer behavior in the mar"et
place.
Buyer behaviour is defined as all psychology social and physical
behaviour of potential& customer as they become aware of evaluate
purchase consumer and tell other about Rproduct and service R each
element of this definition is important.
Buyer behavior involves both individual 3 psychological5 process and
group 3social5 process.
Buyer behavior is reflected from awareness right through past
purchase evolution indicating satisfaction or non satisfaction from
purchase.
Buyer behavior includes communication& purchasing and
consumption behavior.
<onsumer attitude is basically social in nature. -ence& social
environment plays an important role in shaping buyer behavior.
Buyer behavior includes both consumer : industrial buyer behavior.
,3
Buyer behavior includes the acts individual directly involved in
obtaining and using economic goods and service including se1uence of
decision process that processed and determine three acts. Actual
purchase only a part of the decision process. $n buyer behavior we
consider not only why& how and what people buy but and under what
condition the purchase is made understanding of buyer behavior is
essential in mar"eting planning and performance.
The final analysis of the buyer behavior is one of the most
important "ey to successful mar"eting
Determi(a(t of 5uyer 5ehavior
Buyer behavior is a process& consumers are subected to various
stimuli& therefore the consumer mind regarded as a bloc" bo. as we
cannot see what is going on in his mind he response to the stimuli or
inputs and may purchase some products 2 service of interest to the
mar"eting managements.
The model of behavior is a stimulus responds model. Besponse
may be division to purchase or not to purchase.
Inder the system views of buyer behavior have 0
1. $nputs
2. @rocessing
3. Cutputs
/. !eed bac" loop
The obect of the process is of course e.pected satisfaction or
service.
,/
Buyer behavior is an orderly process where by the buyer interest is
with his or her environment ma"ing a purchase decision on product.
1. $nternal or individual factor are psychological factor such as 0
a5 4otivation
b5 @erception
c5 Bearding
d5 Attitude
e5 @ersonality
2. 8ocio- culture factors are 0
a5 !amily
b5 Beference group
c5 8ocial class
d5 <ulture
3. Gnvironmental factors are 0
a5 Gconomics
b5 Technological legal and political factors
/. Buyer is the Rcomer- stoneS of mar"eting strategy. !irms must
understand buyer behavior to achieve the defective of customer
satisfaction buyer mind is called the blac" bo. inputs are processed in
this mind and buyer response become the output of the psychological
process.
The output in the form of buying a product is the obective of the
mar"et but this proect is only a study of consumer psychological
behavior.
,,
ha-ter-2
SUR>&# "N"%#SIS "ND INT&R!R&T"TION
,9
SUR>&# "N"%#SIS
This <hapter deals with the analysis of data collected from the
survey of customer opinions about the 'ero 'o(da *B 4otorcycle.
The data has been analy%ed with reference to the stages involved
in the purchase decision process of consumers viseF need arousal&
information search& and evaluation of alternatives& purchase decision and
post purchase behavior of consumer.
$n the case of study on consumer behavior the respondents play
vital role. $ndividuals and groups who satisfy their needs by obtaining
products or value from enterprises involved in the manufacture of such
products or provision of such services are called consumers.
$n this chapter& we have analy%ed the data of respondents. This
would necessitate obtaining the accurate demographic profile of the
respondents.
A convenient sampling techni1ue was made use of for this survey
and the number of respondents chosen was ,+.
,>
;. Res-o(de(ts "ge Drou-
The following table reveals the classification of Bespondents
according to their age group.
Ta5,e-;
,assificatio( of res-o(de(ts 5ased o( age.

SourceE $ie,d survey
Table-1 indicates the age group of respondents out of which 19A
of total belong to the age group of below 3, years& 2+A respondents
belong to the age group of 2, to 3+ years. /2A of respondents belong to
the age group of 3+ to 3, years and the remaining 22A belong to the age
group of 3, years and above.
"ge Drou-s No of Res-o(de(ts !erce(tage
Below 2, * 19
2, to 3+ 1+ 2+
3+ to 3, 21 /2
3, : above 11 22
Total ,+ 1++
,*
Dra-h sho7s c,assificatio( of res-o(de(ts 5ased o( age
,)
9. &ducatio(a, Gua,ificatio( of res-o(de(ts
The Gducational 1ualification of respondents has been classified
into , categories as shown in the following table.

Ta5,e-9
Classifcation of respondents based on Education
SourceE $ie,d survey
Table-2 indicates the educational 1ualifications of respondents.
Cut of total ;o. Cf Bespondents /2A are educated up to graduation&
1/A up to @I< *A up to 88J<& 32A of respondents educated up to post
graduation and only /A of respondents have other 1ualification.
&ducatio( %eve, No of Res-o(de(t !erce(tage
Ip to 88J< / *
@I< > 1/
(raduates 21 /2
@ost (raduates 19 32
Cthers 2 /
Total ,+ 1++
9+
Graph shos educational !ualifcation of respondents
91
/. Occu-atio(a, -atter(E
Cccupation refers to the "ind of wor" with which an individual
becomes completely engaged. $t is also denotes the habitual
employment& profession& craft or trade of an individual. $t is an
instrument of livelihood and an essential factor in society.
$n our study the occupation of the respondents has been classified
into , categories as shown in the table-3
Ta5,e -/
,assificatio( of res-o(de(ts 5ased o( occu-atio(.
SourceE $ie,d survey
Table 3 and clearly indicates the occupation of respondents. Cut of
the total number of respondents 29A belongs the business class& 1+A
Occu-atio( No. Of Res-o(de(ts !erce(tage
(ovt. Gmployee 9 12
@rivate Gmployee 1) 3*
Business man 13 29
Agriculture > 1/
Any other , 1+
Total ,+ 1++
92
belongs to the student=s fol"& 12A of respondents are government
employees& 3*A belongs to private employees and the remaining 1/A of
respondents are agriculturist.
Dra-h sho7s c,assificatio( of res-o(de(ts 5ased o( occu-atio(
93
0. I(come Drou- @!er "((umC
$ncome is considered to be one of the main determinants of one=s
social and economic position. The statuses of individual differ on
account of income variation within the same occupation. $t is the
income& which reflects the standard of living in the society. The
following table represents yearly income of the respondents.
Ta5,e 0
Classifcation of respondent "ased on inco#e
SourceE $ie,d Survey
Table / indicates income group of respondents& out of the total
respondents 12A belongs to the income group of Below Bs ,+++& 2/A
belongs to the income group of ,+++ to 1++++& 39A belongs to the
income group of 1++++ to 1,+++& and remaining 2*A belongs to the
income group of 1,+++ to Above.
I(come Drou- No. of Res-o(de(ts !erce(tage
Below Bs ,+++ 9 12
,+++ to 1++++ 12 2/
1++++ to 1,+++ 1* 39
1,+++ and above 1/ 2*
Total ,+ 1++
9/
Dra-h sho7s c,assificatio( of res-o(de(t *ased o( i(come
9,
1C Differe(t 5ra(ds of motorcyc,es -ossessed 5y the res-o(de(ts
The fallowing table respondents the owners of different brands of
motorcycles.
Ta5,e -1
O7(ers differe(t 5ra(ds of motorcyc,es.
Differe(ce 5ra(ds No. of
Res-o(de(ts
!erce(tage
-ero -onda 2+ /+
Boyal Gnfield 1, 3+
TL8 8u%u"i 1+ 2+
Baa , 1+
Total ,+ 1++
SourceE fie,d survey
Table-9 indicates the owners of different brands of vehicle& out of
total respondents /+A respondents owned -ero -onda. 3+A
respondents owned Boyal Gnfield& 2+A of respondent s owned TL8
4otorcycles and remaining 1+A of respondents owned Mamaha brand
vehicles.
99
Dra-h sho7s o7(ers differe(t 5ra(ds of motorcyc,es
9>
2C Sources of vehic,e i(formatio(
There are ;umber of sources of gathering the information about a
product or model by the prospective buyer such as mass medias&
pamphlets& mouth to month campaign and others. The degree of impact
of these sources of information and buyers purchase decision ma"ing is
illustrated in the below table-,
Ta5,e-2
$ources of infor#ation about the %ehicle
Sources No. of
Res-o(de(ts
!erce(tage
Advertisement 1, 3+
Cbservations ) 1*
<ompany image 1> 3/
!riends : relatives 9 12
@ublicity 3 9
Cther sources + +
Total ,+ 1++
SourceE $ie,d survey
Table-, clearly states that the sources of vehicle information is
largely by company image that is 3/A through advertisements 3+A
friends and relatives 12A by observation 1*A publicity i.e. mouth to
mouth campaign and general trend is only 9A
9*
Graph shoes sources of infor#ation about the %ehicle
9)
F. $aci,itates e3-ected from the dea,er.
Ta5,e-F
Facilities e&pected fro# the dealers
So&r(e2 Fi$e+ s&r#e
The above table indicates the various facilities e.pected by the
customers from a dealer the table clearly shows that large number of
customers feels after sales service is very essential and needed& it amount
to 3/A of the total respondents. The other important facilities that tare
e.pected by the customers from the dealers are installment. !acility&
amounts to 3*A& periodic chec"ing *A and the guarantee& which
amounts to /A. The other facilities e.pected by the customers are 1uic"
$aci,ities Res-o(de(ts !erce(tage
After 8ale services 1> 3/
@eriodic chec"ing / *
$nstallment facility 1) 3*
(uarantee > 1/
Cthers 3 9
Total ,+ 1++
>+
serviceF good spare parts e.ecution etc& which amounts to 9A of the total
respondents.
Graph shos facilities e&pected fro# the dealers
>1
<. "(a,ysis of S-,e(dor !ro -erforma(ce
Ta5,e . <
Anal'sis of Splendor Pro perfor#ance
$actors
No of Res-o(de(ts
Tota,
Dood $air *ad
4ileage /+ , , ,+
After 8ales service 12 23 1, ,+
#urability 2> 1) +/ ,+
@rice 9 3+ 1/ ,+
4aintenance 1, 29 ) ,+
#esign : outloo" 3, 12 3 ,+
<onvenience : safety 2, 23 +2 ,+
@erformance 39 1/ + ,+
>2
Graph shos anal'sis of Passion perfor#ance
>3
8&i"0 De(isio" Pro(ess
<onsumer& buyer behavior is a process involving a series of
related and se1uential stages of activities. The process begins with
the discovery and recognition of an unsatisfied need or ant. $t
becomes as drive. <onsumers begin a search for information&
followed by evaluation of alternatives and a purchase decision.
Then we have a period of post purchase behavior during which the
consumer evaluates the purchase and the satisfaction it is or is not
delivering. Jet us now describe briefly the five steps in the purchase
decision @rocess.
;C !erceived 7a(t or desire
Buying process begins when a person begins to feel that a
certain need or desire has assign and it has to be satisfied& ;eeds
may be ignited by internal stimulus or some e.ternal stimulus called
a sign or cue. The intensity of want will indicate the speed with
which a person will move to fulfill the unsatisfied want.
9C I(formatio( search
The person will have to search for relevant information about
the brand& location and the manner of obtaining the product.
<onsumer can tap many sources of information. G.g. family&
friends& neighbors& opinion leaders etc& mar"ets also provide
>/
relevant information through advert sign& dealers& and sales
promotion. 2e have also mass media li"e newspaper. Badio&
Television etc.
/C &va,uatio( of a,ter(atives
Available information can be employed to evaluate the
alternatives 3@roduct or brands5. This is the critical stage in the
process of buying& particularly for costly goods. There are several
important elements in the process of evaluation.
A product is viewed as a bundle of attributes. These attributes
or features are used for evaluating alternative brands.
0C !urchase Decisio(
2hile the consumer is evaluating the alternatives& -e with
develop& some li"es and disli"es about the alternative brands. This
attitude toward brands influences his insertion to buy& other factors
influence the intention to purchase areF social factors such as
attitude of reference group members on whom he relies for final
selection. 8ituational factors li"e availability& dealer=s terms and
conditions& falling prices due to recession& loss of ob or
employment etc.
1C !ost -urchase 5ehavior
!eedbac" information is important as far as the seller is
concerned. A brand preference naturally repeats sales to a mar"eter.
A satisfied buyer is a silent advertisement. $s the purchased brand
fails to give the e.pected satisfaction to the buyer& it affects the
sales negatively. A satisfying e.perience of a buyer tends to
strengthen the brand preference.
>,
Fa(tors i"9&e"(i"0 i" '&i"0 +e(isio" o! t)o
)hee$ers
;C Mi,eageE
4aority of the respondents have considered mileage as a
very significant factor in influencing the selection of two wheelers.
The consumer who is assured of 1uality of products& then he loo"s
for minimum operational e.penses. Gven increasing price of
petroleum products has made the consumer to prefer the vehicles
with e.tra mileage.
9C !rice0
The initial cost of the vehicle is another important influencing
factor in buying decision. This is especially important in a
developing country li"e $ndia where many people struggle to ta"e
both ends meet together.
Gven discount offers& cash down payments& bearing the cost
of registration& insurance& etc& by the dealers have also influenced
the prospective buyers to ta"e buying decisions of two wheelers
/C "--eara(ceE
>9
$t is also one of the important which influences in selection of
two wheelers. Gvery motorcycle has its own appearance. A
motorcycle should be so designed that the consumers should feel
pride of owning it. The younger generation is influenced by this
factor.
0C Tech(o,ogyE
Technology plays a vitals role in selection of two wheelers.
Because it brings sophistication into life. $t gives more and more
comfort features. 8o that easy to start& easy to ride& trouble free
performance is achieved.
1C Dura5i,ityE
2hen the customer are paying for the product. As the two-
wheeler is a long-term investment. #urability of the bi"e is an
important factor which influences in buying decision
2C Resa,e va,ueE
A few respondents have considered resale value of the bi"e is
an important factor which influences in purchasing. $t is so because
few owners have the hobby of charging their vehicles often. The
government service and other employees have stressed more for this
factor and business group have not.
F. o,orsE
>>
;ow a day=s customer desired to have their bi"e with
different colors. But they have e.pressed that they do not have
variety of colors choice. $t is also an important factor in buying
decision because the customers are switch over to other motorcycles
when they=re desired colors of bi"e is not.
<. %ess Re-airE-
The two-wheeler is a vehicle& which is continuously used.
Gach and every buyer e.pects trouble free performance. 8o& it is
also one of the important influencing factors while purchasing a
motorcycle.
=. 4ua,ityE
;ow a day=s buyers are becoming 1uality conscious. The two-
wheeler is an assembly of various parts.
The 1uality of each and every part is essential in maintaining
the overall 1uality of the two-wheeler. 8ome of the respondents
have opines that 1uality of the motor cycle is also one of the
significant factors which influences in buying decision
;:. "fter sa,es serviceE
>*
After sales service rendered by the dealers is also one of the
influences factor while purchasing a motorcycle. @eople want to
purchase motorcycle at a showroom where after sales service is
very good and 1uic".
;;. Safety drivi(gE
Boad grip and other technology of safe riding is a very
important factor influencing in selection of two wheelers. The
customer who is assured of 1uality of product& then we loo"s for
convenience of riding even increasing accidents of two wheelers
has resulted consumer to prefer motor cycles which are safe to ride.
;9C redit Gua,ityE
2hen ever the dealers offer credit facility. Then the customers
are gains to purchase motorcycles. Jower as well as middle class
people have stressed this factor as important while purchasing a
motorcycle.
>)
ha-ter . F
$INDINDS, SUDD&STIONS "ND ON%USION
*+
$i(di(gs Suggestio(s a(d o(c,usio(
After analy%ing the responses received from the -ero -onda
4otor <ycle users of different brands with care and thoroughness.
The fallowing conclusions have been drawn. $mplementation of it
may lead to greater satisfaction of the needs and wants of
consumers as well as a larger mar"et share and more profitable
result manufacturers.
8ome findings have also been made for -ero -onda S-,e(dor
!ro li"e -ero -onda @assion& -ero -onda <# 88& -ero -onda
8lee"& -ero -onda 8@JG;#CB& -ero -onda 8TB? 8T#& -ero
-onda 8TB& #JQ0 -ero -onda <BN #$8<& <BN (CJ#& #A2;0
A4B$T$C; 3#BI45& A4B$T$C; 3#$8<5& A4B$T$C; 3#$8<
2$T- 8GJ!5& A4B 13,& 6AB$N4A& @assion. -ero -onda 8treet
'oy etc. After studying the consumer behaviour of these
motorcycles as well as the users of other motorcycles.
$INDINDSE @$i(di(gs of motor cyc,esC
8ummaries of the findings drawn are presented below.
*ra(d !o-u,arity
-ero -onda @assion and -ero -onda 8plendor motorcycles
are the most popular motor bi"es and respondents are aware of its.
The other vehicles of the same company li"e& -ero -onda 8lee" is
*1
awareness when to -ero -onda @assion are having grater
awareness. ;owadays @assion is number on 1 in mar"et and its
competitor TL8 Lictor and Bo.er have grater demand in mar"et the
other companies also reali%ing a competitive products in the mar"et.
But -ero -onda @assion is the most popular motorbi"e
specially the younger generation.
$actors i(f,ue(ci(g 5ra(d choice
4ost of the respondents are influenced by the popularity of
the motorbi"es& advertisements other factors. Among the popular
motorbi"es. -ero -onda is the only bi"e& which has more number
of users who were influenced by advertisements when compared to
the other va1iable popularity.
I(f,ue(ce of i(formatio( o( motorcyc,e
<ompany image advertisements and f1iends and relatives are
the chief methods of receiving information regarding two wheelers.
$t can be concluded that there is a close relationship between these
three maor - sources of information& Advertisement and friends and
relatives could have led them to try a different motor cycles.
!ast is users of the reaso(s for cha(ges
*2
The chief reason for discontinuing being availability of better
alternative. @rice is high when compare to other alternative&
interpersonal influence and decline in 1uality of spare parts.
I(f,ue(ce of advertiseme(t
Audio-visual media has the greatest influence on the
consumerDs awareness and purchase decision of 1++ << motorbi"es.
$t is followed by the printed media has the least impact.
The findings and conclusions drawn after analy%ing the data
collected with reference to -ero -onda @assion are very popular
when compare to other 1++ << bi"es& Because -ero -onda @assion
have own company image.
The chief product features& which influence brand choice in
the case of -ero -onda motorbi"es& are 1uality durability& mileage&
technology and price.
The main factors& which influence the bran preference& are
company image among customer. -ero -onda motor limited is best
which is greater popularity of its vehicles.
*3
Suggestio(s
!rom the findings and conclusions reached. After the careful
study of the data collected from the survey of consumers of -ero
-onda @assion the following suggestions are put forwarded.
4aorities of consumers are not satisfied with the price. Thus
research should be underta"en to reduce the price of the product.
Then this would lead to greater popularity of motorcycles and in
case reduce the price most of the customers li"e lower level people
also willing to buy it due to its comfort. And it satisfied in all ways
to all level of userDs providing space for carrying the luggage& some
respondents are want is providing the space for carrying the
luggage.
8afety driving cost are the other factors in the order
preference thus it can been seen that safety driving that is road grip
of the vehicle while riding is considered as very important as
compared to itDs cost.
The study has revealed that consumerDs 1uality of
performance and mileage as the most important factors influencing
the selection of a two-wheeler.
*/
<ompany image maority of the consider the company image
while purchasing the bi"e is an important as fuel economy of the
vehicle.
4any of the respondents have indicated that resale value of
the vehicle is important
8pare parts costs are very high compare to other vehicles
spare parts& The researchers should be under ta"en to reduce the
cost of spare parts the ultimately repair cost is low then this would
lead to greater purchasing activity of -ero -onda @assion.
4aority of the respondents suggested for the improvement of
fuel efficiency of the vehicle& 1uality reduction in price and better
after sales service.
8ome of the respondents suggested for the improvement of
shoc" absorb bush of the vehicle. Because of shoc" absorb bush
1uality is not good.
8ome of the respondents suggested for the tan" improvement
of petrol tan" durability.
The recent trends should be considered while introducing new
motorcycle in to the mar"et.
The above given suggestion& to some e.tent provide wealth of
information which it made use of could enable the manufacturers of
*,
two wheelers to formulate a sound mar"eting strategy to increase
this sales to compete with other two wheeler companies and also to
increase the publicity and to get more profitable results.
o(c,usio(
The -ero -onda motorbi"es are very popular in case of above
2,-/, years age group rather than bellow and above this age
group.
The maor buyers of -ero -onda @assion are from upper middle
class.
The -ero -onda motorbi"es are very popular in case of business
class rather than the government service people.
G.isting users influence maorities of the buyers.
4ost of the buyers are influenced by the advertisement and
company image.
4aority of buyers give importance to mileage because of the
higher fuel cost.
4aority of the users are satisfied with these vehicles.
*9
!ew users are not satisfied with the after sales service rendered
by authori%ed dealers.
!ew or most of the users are not satisfied by safety driving
$n -ero -onda @assion advertisement the catch world RThe new
economy "ingS and has ac1uire the more number of buyers.
*>
"((e3ure
4uestio((aire
*i5,iogra-hy

**
(uestionnaire
Dear Res-o(de(ts,
$ am a student of final year BB4 studying in #r. Ambed"ar
<ollege& 8himoga& As a part of my study& $ have underta"en a proect
report on RMar?eti(g of 'ero 'o(da motorcyc,e 7ith s-ecia,
refere(ce to 'ero 'o(da S-,e(dor !roS - a case study of R+arthi?
MotorsH, 8himoga.
$ would be grateful if you could spare a few moments to fill this
1uestionnaire and give me some of your valuable suggestions& Tthe
information that is given by you will be used only for academic purpose.
Than"ing you&
Mours faithfully
Mohammed "Aharuddi(

1. ;ame 0
2. Address0 UUUUUUUUUUUUUUUUUUU
UUUUUUUUUUUUUUUUUUU
3. Age group
a. Below 2,years V W c. 3+ to 3,years V W
b. 2, to 3+ years V W d. 3,years and above V W
/. Gducational 1ualification.
*)
a. Ip to 88J< V W c. (raduation V W
b. @.I.< V W d. @ost (raduation V W
e. Any other 3specify5---------------
5 Occupation
a. (ovt employee V W c. Agriculture V W
b. @rivate employee V W d. Business V W
e. Any other 3specify5 UUUUUUUUUUUUUUUUUUU
9. 4onthly income.
a. Below Bs.,+++ V W c. Bs.1++++ to Bs. 1,+++ V W
b. Bs.,+++ to 1++++ V W d. Bs.1,+++ and above V W
>. #o you own a bi"e7
Mes V W ;o V W
*. $f yes& name the brand.
a. -ero -onda V W c. TL8 8u%u"i V W
b. Baa V W d. Boyal Gnfield V W
e. Any other 3specify5 V W
). Mear of purchaseUUUUUUUUUUUUU
1+. #o you ride bi"e7
)+
a. Begularly V W b. Cccasionally V W
11. Mou need two-wheeler because of
a. ;ecessary V W c. @restige V W
b. 8tyle V W d. Any other specify V W
12. -ow do you come to "now about the vehicle7
a. Advertisement V W d. <ompany image V W
b. !riends and relatives V W e. @ublicity V W
c. Cbservation V W f. any other-------------
13. $f you have come to "now through advertisement please name of the
media.
a. ;ews paper V W c. ratio V W
b. 4aga%ines V W d. TelevisionV W
1/. Are you satisfied with the advertisement of your motorcycle.
Mes V W ;o V W
1,. 2hich factors do you consider while purchasing the motorcycle7
3@lease ran" them in order of your preference5
1. 4ileage V W *. Jess repair V W
2. @rice V W ). <redit facility V W
3. Appearance V W 1+. @ower ?pic"up V W
/. Technology V W 12. Gasy to ride V W
9. <olors V W 13.After sales service V W
>. Xuantity V W 1/. !eel proud to own if V W
)1
19. 2hat facility do you e.pect from your dealer7
a. After sales service V W d. $nstallment chec"ing V W
b. @eriodic chec"ing V W e. (uarantee V W
c. Any other 3please mention5 ---------------
1>. Are you satisfied with your dealer=s service7
Mes V W ;o V W
$f no& why7 ---------------
1*. 2hat is your opinion about the -ero -onda motorcycle.
a. -igh V W
b. Beasonable V W
c. Jow V W
1). 2hat is your opinion about 8plendor @ro performance7 Bespect the
following7
G.cellent (ood !air Bad
4ileage
@rice
4aintenance
#urability
#esign and outloo"
After sales service
<onvenience and safety
@erformance
2+. Mour suggestions0 UUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU
@lace0
#ate0
)ignature
)2
*I*%IODR"!'#
Te7t'oo6s Re!erre+
4ar"eting 4anagement. -@hilip "otler
@rinciples of 4ar"eting. -@hilip 6otler
<onsumer Behavior. -8ua.B.;air
Newspaper Referred
Gconomics Times
The Times of $ndia
Web Site Referred
www.herohonda.com
www.autoindia.com
www.google.com.
)3