DECLARATION

I , JAMINI RANJAN MEHER , hereby declare that the project

report entitled “A STUDY ON CONSUMER BUYING
BEH AVIOUR AT TIME TO PURCHASE HERO BIKE . under
the guidance of Prof T.K DAS submitted in partial fulfillment of
the requirement for the award of the degree of MASTER OF
BUSINESS ADMINISTRATION TO SAMBALPUR
UNIVERSITY, JYOTIVIHAR is my original Work - research
study - carried out during 15TH FEB TO 2ND MARCH . This
report being results of original and authentic work, and have not
been submitted anywhere earlier to this for publication from any
source. This is a true and genuine work to the best of my
knowledge and belief. The data collected during the survey is
supposed to the kept confidential and not to be used for any
commercial purpose. This facts and findings presented in this
project are true to best on my belief.

Place: SAMBALPUR signature

Date:

JAMINI RANJAN MEHER

ROLL NO. 17

1
 ACKNOWLEDGEMENT

This is the pleasure movement for me to explicate my energized

intelligence. Thanks to people of Sambalpur. daisy and to my
guide prof. T.K. DAS from the Dept. of Business Administrartion,
Jyotivihar For accommodating advice during the research and
help provided by them in preparation of this report. This report
is guided by their co-operation and practicable suggestion. This
study work could be finished with in the period.

I got chance to recognize my aratitute to all

staff to M.B.A. department for making available all facilities to
complete the research work. As well as to all others who extended
the precious co-operation by providing all documents and details
required for this work.

Place: - SAMBALPUR JAMINI RANJAN MEHER

Date: - MBA 2ND SEM

Roll No.:-17

2
 ﾧ

INDEX
PAGE
NUMBER SUBJECT NO.

1  INTRODUCTUION 7
 INTRODUCTUION OF INDUSTRY 8-9
 HISTORY OF COMPANY 10-14
2  THEORETICAL BACKGROUND 15-20
 CONSUMER BUYING BEHAVIOUR
3  PROBLEM DEFINATION 21-23
 PROBLEM DEFINATION
 SCOPE OF STUDY
 OBJECTIVES OF STUDY
 LIMLTATIONS OF STUDY
4  RESEACH METHODOLOGY 24-31
 INTRODUCTION
 RESEARCH DESIGN
 SOURCES OF DATA
 RESEARCH INSTRUMENT
 SAMPLING PLAN
 DATA COLLECTION METHOD
5  DATA ANALYSIS AND INTERPRETATION 30-48
6  TESTING OF HYPOTHESIS 49-51
7  FINDINGS 52-53
8  SUGGESTIONS 54-55
9  SWOT ANALYSIS OF HERO MOTORS 56-58
10  REFERENCE MATERIAL 59
 BIBLIOGRAPHY 60-61
 APPENDIX 62-66
3
4
 LIST OF TABLE AND GRAPH

No. Name of Tables And Graphs Page

No
1 Age wise Classification 33
2 Occupation wise Classification 34
3 Income wise Classification 35
4 Sources of finance 36
5 Analysis of Preferring Auto Mobile 37
6 Sources of Purchasing Bike 38
7 Age V/S usage of companies Bike 39
8 Decision maker for purchasing Bike 40
9 Feature Consideration when purchasing 42
Bike
10 Attributes of Showroom 44
11 Schemes that Attract most 46
12 Features of Purchasing Bike 48

6
 CHAPTER: 1 :

INTRODUCTION

 INTRODUCTION OF INDUSRY

 HISTORY OF COMPANY

7
 INTRODUCTION OF INDUSTERY
Throughout the centuries man has striven to expand his
capabilities through the use of machine. His ever inventive mind
has constantly devised ways to use tool to increase his abilities to
explore the world around him. To go faster, deeper, higher and
further than before. Coupled with his need to find new thrills, new
adventures and new modes of transportation, the invention
refinement of the motorcycle seems an inevitable out come.

It would seem that Michelangelo conceived of the bicycle as

early 14th century. And his drawing shows a remarkable
resemblance to he modern day bike. It had wheels of similar size
and even pedals and chain. Albeit without any apparent means of
steering.

Through never built, it was a remarkably clever design, and

early bicycle makers would have done well to study his concepts,
there have, in fact been 4 machines built based on his drawing,
attesting to the viability of his design.

It wasn’t until 1869 that the first serious attempts were made
to produce motor driven bicycles. These very first were powered
by steam, and driven by leather belts or as in the case of the roper
steam velocipede of 1869 by a system of levers attached to a crank
on the driven wheel.

In 1885 the Daimler, Europe this is consider by many as the

first true motorcycle or motor bicycle, as it was the first to employ
an internal combustion engine and was designed from the ground
up to be motor powered. Designed by gottlibe Daimler it was

8
powered by an Otto cycle engine producing about ½ horse powers.
Note this design again employed wooden wheels and Daimler

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

In 1894 Hildebrand and Wolfmuller, France Worlds

first production motorcycle. It came with a 1428 cc water cooled
four- stroke motor producing 2.5 bhp. And speed of 25 mph.

In 1898 orient-Aster, USA the American made production

motorcycle was this entry built by the Metz Company, in
Waltham, mass, it used an aster engine that was a French copy of
the Metz Company, in Waltham, mass.

9
History OF COMPANY

Type : Public company

Founded : January 19, 1984

Headquarters : Haryana, Indian

Key People : Brijmohan lall munjal

(Chairman and managing Director)

Industry : Automotive
10
 Produce : Motorcycle, Scooters

Hero Motorcycles limited is an Indian manufacturer of

motorcycles and scooters. Hero is a joint Venture that began in
1984 between the Hero Group of India and Honda From Japan. It
has been the world’s biggest manufacturer of 2-wheeled
motorized vehicles since 2001. When it produced 1.3 million
motorbikes in a single year. Hero Hondas splendor is the largest
selling motorcycle its 2 plants are in Dharuhera and Gurgaon, both
in Haryana India. It specializes in dual use motorcycles that are
low powered but very fuel efficient.

11
 India has the largest number of two wheelers in the world with
41.6 million vehicles. India has a mix of 30 percent automobiles
and 70 percent two wheeler in the country. India was the second
largest two wheeler manufacturer in the world starting in the1950s
with the birth of Automobile products of India (API) that
manufactured scooters. API manufactured the lambrettas but,
another company, Baja Auto Ltd. Surpassed API and remained
through the turn of the century from its association with piaggio of
Italy (manufactured of vespa)

The license raj that existed between the 1940s and 1980s in
India. Did not allow foreign companies to enter the market and
imports were tightly controlled. Customers in India were forced to
wait 12 years to buy a scooter from Bajaj. The CEO of Bajaj
commented that he did not need a marketing department, only a
dispatch department. By the year 1990, Bajaj had a waiting list that
was twenty-six times its annual output for scooters.

In the mid-1980s, the Indian government regulation changed

and permitted foreign companies to enter the Indian market
through minority joint ventures. The two wheeler market changed
with four indo-Japanese joint ventures: Hero MOTORS, TVS
Suzuki, Bajaj Kawasaki and Kinetic MOTORS. The entry of
these foreign companies changed the Indian market dynamics
from the supply demand side. With a larger selection of two-
wheelers on the Indian market, consumer started to gain influence
over the products they bought and raised higher customer
expectations. The industry produced more models, styling
options, price, and different fuel efficiencies. The foreign
companies new technologies helped make the products more
reliable and with better quality. Indian companies had to change to
keep up with their global.

12
During the 80s, Hero MOTORS became the first company in
India to prove that it was possible to drive a vehicle without
polluting the roads. The company introduced new generation
motorcycles that set industry benchmarks for fuel thrift and low
emission. A legendary 'Fill it - Shut it - Forget it' campaign
captured the imagination of commuters across India, and Hero
MOTORS sold millions of bikes purely on the commitment of
increased mileage. Hero MOTORS has consistently grown at
double digits since inception; and today, every second
motorcycle sold in the country is a Hero MOTORS. Every 30
seconds, someone in India buys Hero MOTORS's top -selling
motorcycle - Splendor. This festive season, the company sold half
a million two wheelers in a single month-a feat unparalleled in
global automotive history.

Hero MOTORS values its relationship with customers. Its

unique CRM initiative - Hero MOTORS Passport Program, one of
the largest programs of this kind in the world, has over 3 million
members on its roster. The program has not only helped Hero
MOTORS understand its customers and deliver value at different
price points, but has also created a loyal community of brand
ambassadors.

Performance vis-à-vis Industry

The Indian two wheeler industries has seen a paradigm shift from
being a regime of regulation and tight control in the 1980s to a
more liberalized and a competitive present day era. After missing
out on the initial boom in two wheeler segment during the period
of 1993-1996, Hero MOTORS has emerged as a world leader. The
gap between motorcycles sold by Hero MOTORS and its closest
rival is approximately 1 m units (23% of industry size). One of the
reasons for the tremendous performance of Hero MOTORS is the
significant increase of share of motorcycles in the two-wheeler
segment, from 42% in FY99 to 77% in FY04. No doubt, that the
shift in preference of Indian populace from scooters and mopeds
13
towards motorcycles has facilitated the growth of Hero MOTORS.
However its performance vis-à-vis industry indicates that the
performance of Hero MOTORS was better than the industry peers,
barring two years. In the seven-year period ending FY04, it has
achieved a CAGR of 30% in two-wheeler volumes against 11% of
the industry.

Excellent Collaborator Relationship:

Hero MOTORS is now the leading two-wheeler Company in

India in terms of net sales (sales less excise duty value, which was
Rs 3171 crores). It is both the leading two wheeler
manufacturer and sales operation among MOTORS's
worldwide operations. The Company has maintained excellent
relationship with all stakeholders including its collaborators. Hero
MOTORS has emerged as the most successful joint venture
Company of MOTORS in the world, their relationship over 116
years old now.

14
CHAPTER:2
THEORITICAL BACKGROUND

 CONSUMER BUYING BEHAVIOUR

15
The main aim of marketing is meet and
satisfy target customers need and wants buyer
behavior refers to the peoples or organization
conduct activities and together with the
impact of various influence on them towards
making decision on purchase of product and
service in a market. The field of consumer
behavior studies how individuals, groups and
organization select, buy, use and dispse of
goods, service, ideas, or experience to satisfy
their needs and desires understanding consumer
behavior and knowing customer are never
simple. The wealth of products and service
produced in a country make our economy
strong. The behavior of human being during the
purchase is being termed as “Buyer Behavior”.
Customer says one thing but do another. They
may not be in touch with their deeper
motivations. They are responding to influences
that change their mind at the last minute. A
buyer makes take a decision whether save or
spend the money.

Definition of Buyer
Behavior:-
Buyer behavior is “all psychological,
Social and physical behaviors of potential
customers as they become aware of evaluate,
purchase, consume and tell others about product

17
& service.

Consumer Buying Decision

Process
There are following five stages in
consumer buying decision process.

1. Problem identification:-
The buying process starts when the buyer
recognizes a problem or need. The need can
be triggered by internal or external stimuli.
Marketers need to identify the circumstances
that trigger a particular need. By gathering
information from a number of consumers,
Marketers can identify the most frequent
stimuli that spark an interest in a product
category. They can then develop marketing
strategies that trigger consumer interest.

2. Information Search:-
The consumer tries to collect information
regarding various products/service. Through
gathering information, the consumer learns
about completing brands and their features.
Information may be collected form magazines,
catalogues, retailers, friends, family members,
business association, commercial, chamber of
commerce, telephone directory, tradefair etc.
Marketers should find out the source of
information and their relative degree of
importance to the consumes.
18
Personal Sources: Family, friends,
neighbor, as quittances.
Commercial Source: Advertising, sales
persons, dealers, packaging, displays.
Public sources: mass media, consumer, rating
organizations.
Experimental sources: Handling. Examine,
using the product.

19
 3. Evaluation of alternative:-
There is no single process used by all
consumers by one consumer in all buying
situations. There is several First, the consumer
processes, some basic concepts are:
First, the consumer is trying to satisfy need.
Second, the consumer is looking for certain
benefits from the product solutions.
The marketer must know which
criteria the consumer will use in the purchase
decision.

4. Choice of purchasing
decision:-
From among the purchase of alternatives the
consumer makes the solution. It may be to buy
or not to buy. If the decision is to buy. The
other additional decisions are:
Which types of
bike he must buy?
From whom to buy
a bike?
How the payment to be made? And so
on.
The marketer up to this stage
has tried every means to influence the purchase
behavior, but the choice is properly consumers.
In the evaluation stage the consumer forms
preferences among the brands in the choice
set. The consumer may also form an intention
20
to but the most preferred brand.

21
 5. Post Purchase Behavior:-
After purchase the product, the consumer will experience the same
level of product. The Marketer’s job not end when the product is
buying must monitor post-purchase satisfaction, post-purchase
action, post-purchase use and disposal
❖ Post Purchase Satisfaction:-
The buyer, S satisfaction is a function Of closeness between the
buyer, S expectation and the products Perceiver performance.
The larger the gap between expectation and performance, the
g greater the consumer dissatisfaction.

❖ Post purchase Action:-

The Consumer, S satisfaction or dissatisfaction with the product
influence subsequent behavior. If the consumer satisfied, he or she
will exhibit a higher probability of purchasing the product again.
Dissatisfaction consumer may abandon and return the product.

❖ Post-Purchase Use or Disposal:-

The marketer should also monitor new buyers use and
dispose of the product. If the consumer store the product in a close,
the product is probably not very satisfying. If the consumer throws
the product away, the marketer needs to know how they dispose of
it; especially it can be hurt the environment.

19
 Characteristic of Buyer Behaviors
The chief characteristics of the buyers behaviors are as
follow:-

(1) It consists of mental and physical activities which consumers

undertake to get goods and services and obtain satisfaction from
them.

(2) It includes both observable activities such as walking through

the market to examine merchandise and making a purchase and
mental activities-such as forming attitudes, perceiving advertising
material, and learning to prefer particular brands.

(3) Consumer behaviors are very complex and dynamic to

constantly changing. And therefore, management need to adjust
with the change otherwise market may be lot.

(4) The individuals specific behaviors in the market place is

affected by internal factor, such as need , motives, perception, and
attitudes, as well as by external of enviourmenatal influences such
as the family social groups, culture, economics and business
influences.

20
CHAPTER:3
PROBLEM DEFINATION

 PROBLEM DEFINATION

 OBJECTIVE OF STUDY

 LIMITATIONS OF STUDY

21
 PROBLEM DEFINATION
To know the best consumer buying behavior and demand into
the minds of consumer of Sambalpur city because always
consumer say something and does something. There are many
companies manufacturing motorcycles into the market, at the
same time as there are many companies manufacturing
motorcycles, idea about thinking of customer on whether, what,
how, and for whom to purchase the motorcycle.

Therefore, research is required to measure present consumer

buying behavior at the purchase of Hero MOTORS bike. so the
researcher problem is to identify what are the criteria that
prospective customer takes into consideration before buying the
motorcycles.

SCOPE OF STUDY
❖ The main scope of the study is limited to Sambalpur city.

❖ It also analysis the benefits accruing to the company as a

result of those service.

❖ This study has been made to find the level of satisfaction the
customer has regarding the service provider by bike place.

22
 OBJECTIVES OF STUDY
❖ To know market position of Hero MOTORS bike in
the market.

❖ To know consumer behavior for purchase of two wheeler

bike.

Limitations of study
❖ When the buyers are busy we can’t get accurate data from
them.

❖ According to the time limit of our project we can cover

only the some area.

❖ During survey some respondents may not give answer in a

proper manner.

23
CHAPTER:-4
RESEARCH METHDOLOGY

 INTRODUCTION
 RSEARCH DESIGN
 SOURCES OF DATA
 SAMPLING PLAN
 DATA COLLECTION METHOD

RESERCH METHODOLOGY
24
 (A)Introduction

Marketing research is the function which links the

consumer, customer and public to the marketers through
information used to identify and define marketing, opportunities
and problems, generates refine marketing action; monitor
marketing performance; and improve understanding of marketing
as a process.
Marketing research specifies the information required
to address these issues; designs the method for collection
information manages and implements the data collection process;
analysis the results and communication the findings and their
implication.

Research definition:
“Research is careful inquiry or examination to discover
new information and relationship and to expand and to verify
exiting knowledge,”

Research always starts with questions or a problem. Its

purpose is to find answer to questions through the application of
the scientific method. It is a systematic and intensive study
directed towards a more complete knowledge of the subject
studies.
(B) Research design

“Research design is the plan, structure and strategy of

investigation conceived so as to obtain answer to research question
and to control variance.”
- BY KERLINGER
From definition it is evident that research design is ore or less a
blueprint of research.

At the outset may be noted that there are several ways of

29
studying and tackling a problem. There is no signal perfect design.
The research design can be classified in to true broad categories:

(A) Exploratory
(B) Descriptive
(C) Casual

Exploratory research is focus on the discovery of ideas.

Exploratory research is carried out to define problems and
developed hypothesis to test later. An exploratory study is
generally based on the secondary data that are reading available. It
does not have to change his focus of direction, depending on the
availability of new ideas and relationship among variables.

Descriptive studies are undertaken in many circumstances.

Descriptive studies can be complex, determining a high degree of
scientific skill on the part of the researcher.

Casual research helps in determined cause and effect

relationship. Between two or more variables.

The present study seeks to find out the consumers attitude

towards buying of bike. The study also aims at findings out the
drawbacks of the marketing set up of Hero MOTORS PVT.
LTD. So this makes the study a descriptive one.

(D) Sources of Data

The sources of data collection methods are as follows.

a) Primary data:-

The primary data is that which details we collect first time

from the market and also used first time in the research. We also
say that the information is first time in the research decision. To
30
collect the primary data questionnaire is prepared structure non-
disguise questionnaire is prepared.

b) Secondary data:-

Secondary data are those data which are already collected by

someone for some purpose and are available for the present study;
secondary data are already collected by the company’s records and
other library’s books. When the secondary data are sufficient, the
researcher has to be satisfied with the primary sources of data.
Secondary data can be used as bases for comparison with primary
data have been collected by questionnaire.

(E) Data Collection Method

Researcher instruments is the tool by which the researcher

can do research on specific problems or objective. The most
popular researcher instrument for collection data is
“Questionnaire” for a particular investigation. It is simple for a
moiled set of questions presented to respondents for their answers.
Due to this flexibility, it is most common instrument used to collect
the primary data. During the pre- testing of questionnaire, I seen
the reaction of respondents and suggestions required to make
change in research instrument.

The questionnaire contains three types of questions.

❖ Open-ended question:-

It is helpful in knowing what is uppermost in the mind of the

respondents. It gives complete freedom to the respondent.

❖ Dichotomous questions :-

31
 It has only two answers in form ‘yes’ or ‘n’, ‘true’ or ‘false’,
‘use’ or ‘do not use’. So the respondent is offered two or more
choice.

❖ Multiple-choice question:-

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

(F) Sampling plan

Sampling is a process of obtaining. The information about the

entire population by examine a part of it .The effectiveness of the
research depends on the sample size selected for the survey
purpose.

(A) sample Site:-

The survey was conducted in SAMBALPUR CITY

(B)Sampling Unit:-

It means “Who is to be surveyed”. Here target population

is decided and it is who are interested to purchase “Bike” and
sampling frame is developed so that every one in the target
population has known chance of being sampled. So the survey is
conducted particularly in Sambalpur City.

(C)Sample size:-

For the purpose of proper survey, there is need of perfect

research instruments to find out sample size for more accurate
32
result about buying behavior of bike. The sample size is 100
respondents

Statically Formula for Sample Size is:-

n=p*q (z/e) 2

Where,

n=Sample Size

p=0.80(probability of satisfied customer)

q=0.20(I-p)

z=1.96(The z (95%) score associated with the degree of

Confidence)

e=0.05 (tolerable error)

n= (0.84)*(016)*(1.96/0.05)2

= (0.1344)*(1536.64)

=206.52

Sample Size n=206.52

Here, from calculation n=206.52 is found but for the simplicity of

the study n=206.52have taken.

33
 (D)Sampling Method:-

A Stratified random sample is one where the population is

divided in to mutually exhaustive strata or sub-group and then a
simple random is selected within each of strata on age groups,
occupation etc. It may be noted that stratification does not means
absence of randomness. I use a simple random sampling method.

31
32
 1. AGE WISE CLASSIFICTION
Age (in year) No. of respondents Percentage (%)
18-20
21-25 30
37 30
37
26-30 15 15
31-35 06 06
36-40 07 07
41& above 05 05
Total 100 100

Age wise Classification

5, 5%
7, 7%
(Sources:
6, 6% Questionnaire-personal Detail) 30, 30% 18-20
21-25
26-30
Comment:- 31-35

15, 15% Above Graph shows are 30% of respondent in age group
36-40

of 18-20, 37%of respondent in age group of 21-25, 15%41&of above

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

37, 37%
in 36-40 and 41&above.
33
.

1.OCCUPATION WISE CLASSIFICATION

Occupation No. of respondents Percentage (%)

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

Occupation Wise Classification

100
80
60
No. of respondents
40
Percentage (%)

20
0

Occupation

34
Sources: Questionnaire-personal detail)

Comment:-
Above Chart Shows that 47 respondent are Servicemen out
of 100 and 30 are the students. 12 respondents are businessman.

2.INCOME WISE CLASSIFICATION

Income Level No. of respondents Percentage (%)

<= 5000 54 54
5000-10,000 25 25
10,000-15,000 11 11
15,000-20,000 07 07
20,000 Above 03 03
Total 100 100

Income Wise Classification

7, 7% 3,
3%
11, 11%
5000
5000-10,000
10,000-15,000
15,000-20,000
54, 54%
20,000 Above
25, 25%

35
 (Sources: - Questionnaire – Personal Detail)

Comment:-
Above graph shows that 54% of respondents are income
in <=5000 income level, Second 25% of respondents are of 5000-
10,000 income level. 11% of respondents are of 10,000-15,000,
7% of respondents are of 15,000-20,000 and remain 3% of
respondents above 20,000 of income level.

3.SOURCES OF FINANCE.

Sources of Finance No. of respondents Percentage (%)

By cash 45 45
By Loan 55 55
Total 100 100

55 55 36

60 45 45
40 No. of
respondents
30 Percentage (%)
20

10

0 (Sources: - Questionnaire—Que.8)
By By
cash Loan

36
 Auto Mobiles No. of respondents Percentage (%)
Shivani 20 20
Dhru 17 17
Siddhi 11 11
Other 52 52
Total 100 100

Sources No. of respondents Percentage (%)

News Paper 12 12
T.V.Advertisement 14 14
Friends 26 26
Others 48 48
Total 100 100

37
 (Sources: - Questionnaire – Que.3)

Comment:-
Above graph shows that 48 % respondents are come to
know from the ‘other’. Then 26 % respondents are come to know
from the ‘friends’. 14 % & 12 % respondents are come to know
from the T.V.Advertisement & news paper.

7 AGE V/S USAGE OF COMPANIES MOTORCYCLE

Age (in Hero Bajaj TVS Yamaha MOTO Total

year) MOT RS
18-20 15 05 03 02 05 30
21-25 23 06 03 03 02 37
26-30 09 02 01 03 00 15
31-35 02 00 01 01
Age V/S Of Companies Motorcycles
02 06
36-40 01 2 02 01 01 07
41& above
25
01 01 00 02 01 05
Total20 51 16 10 12 11 100
18-20
21-25
15
26-30
31-35
10 36-40
41& above
5

0
Hero Bajaj TVS Yamaha Motor
Motors s

37
(Sources: - Questionnaire – personal detail)

39
Comme
nt: - Above Charts shows that 51 respondents are
use Hero
MOTORS Company’s Motorcycle. And 16
respondents are using Bajaj bikes.

4. Who is decision maker for purchasing bike in

your family?

Sources No. of respondents Percentage (%)

Father 46 46
Self 42 42
Mother 10 10
Others 02 02
Total 100 100

Decision maker for purchasing bike

50 46
46
42
42
40

30
No. of respondents
20
40 Percentage (%)
10
10 10
2
Percentage (%)
 Father No. of
Self respondents
Mother
Others

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

Comment:-

Above Graph shows that 46 % respondents take decision

by father for purchasing bike. And 42 % respondents are take
decision by self for purchasing bike.

5. WHAT FEATURES YOU CONSIDERS

WHEN YOU PURCHASE BIKE PLEASE GIVES
THE RANK.

Weightage 6 5 4 3 2 1
Attributes Excellent Very Good Averag Poor Ver Total Total
Good e y score
Price 30 20 18 16 10 06 100 426
Less 18 11 17 30 13 11 100 358
maintenance
Style 21 18 19 10 11 21 100 355
Durability 10 17 16 24 21 12 100 335
Mileage 24 19 14 17 09 17 100 381
Easy Driving 20 12 21 23 10 14 100 367
Brand 17 19 14 21 17 12 100 362
Reputation
Color 28 19 18 13 10 12 100 406
Pick up 19 22 15 20 14 10 100 382
Total 187 157 152 174 115 115 900 3370

40
 Attributes Weightage
Price 426
Less maintenance 358
Style 355
Durability 335
Mileage 381
Easy Driving 367
Brand Reputation 362
Color
Pick up 406
382
Total 3370

Feature of purchasing
Bike

11% 12% Price

Less maintenance
12% 11% Style
Durability
Mileage
11% 11%
Easy Driving
Brand Reputation
11% 10% Color
11% Pick up

(Sources: - Questionnaire – personal detail & Que-5) Comment:-

Above chart show that more no of respondents are give

more weightage to the price.

41
 6.RATE THE FOLLOWING ATTRIBUTES OF
SHOW ROOM

Attributes Excellent Very Good Average Poor Total

Good
Available 30 24 18 16 12 100
After Service 16 35 24 15 10 100
Knowledge 20 21 23 20 16 100
Of Sales man
Service 25 18 42 27 19 11 100
Infrastructure 12 29 20 17 22 100
Total 103 127 112 87 71 500
.

Attribute of show room

12 10 11
16
100 22
16 15
19
90 20
17
80
18 24
70 27 Poor
23 20
60
24 Average
50 35 18 Good
21
40 29
Very Good
30 30 Excellent
20 25
20 16 12
10
0
Available After Service Knowledge Of Service Infrastructure
Sales man

(Sources: - Questionnaire – personal detail & Que-6)

Comment:

Above chart shows that 30 respondents out of 100 are available

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

Attributes Excellent Very Good Average Poor Total

Good
Festival 43 21 12 14 10 100
Offer
Exchange 15 31 29 12 13 100
Offer
Special Gift 20 19 30 20 11 100
Cash 11 21 19 34 15 100
Discount
Anniversary 14 13 12 20 41 100
Offer
Total 103 105 102 100 90 500

The Very Good, 23 respondents are Knowledge of salesman

who give Weight age on the good, 27 respondents are service who
give Weight age on the good, 29 respondents are Infrastructure
who gives Weight age on the Very Good.

43
9.RATE THE FOLLOWING SCHEMES THAT
ATTRACT YOU MOST.

Anniversary
Offer

Cash
Discount Poor

Average
Good
Special Gift
Very
Good
Exchange Offer Excellent

Festival Offer

0 2 4 60 8 10
0 0 0 0

(Sources: - Questionnaire – personal detail & Que-9)

Comment:-

Above graph shows that in festival offer 43

respondents out of 100 are give a excellent, then in exchange
offer 31 respondents out of 100 are give a very good rank, in
special gift 30 respondents are give a good rank, in cash discount
34 respondents are give a average rank

44
 10.RATE THE FOLLOWING FEATURE YOU
HAVE PURCHASE HERO MOTORS BIKE

Attributes Excellent Very Good Average Poor Total

Good
Mileage 31 26 15 18 10 100
Available 14 25 32 16 13 100
Price 16 22 42 11 09 100
After Service 20 31 25 14 10 100
Pick up 21 36 17 15 11 100
Style 18 25 15 26 16 100
Color 20 24 26 10 20 100
Average 27 24 20 15 14 100
Total 167 213 192 125 103 800

. (Sources:27 - Questionnaire – personal detail & Que-10)

Average 24 20 15 14

Color 20 24 2646 10 20

Style 18 25 15 26 16
 Pick 21 36 17 15 11 Very
up Good
After 20 31 25 14 10 Good
Service
16 22 42 11 9
Average
Price
Poor
Available 14 25 32 16 13

Mileage 31 26 15 18 10

0 20 40 60 80 100

CHAPTER: 6
 TESTING OF HYPOTHESIS

48
 TESTING OF HYPOTHESIS

A hypothesis is a proposition, which the researcher wants to

verify. It is tall test and my null hypotheses are,

H0: P = 0.40
H1: P ≠ 0.40

With reference to favorable market of Hero MOTORS Bike.

Now to verify this hypothesis I have taken significantlevel of

1 %. It means in the long run risk of making the wrong decision is
I out of every 100.

Since the sample size is more than 30 the use of Z test is

most applicable.

Now,
P = Probability of Hero MOTORS is given best by consumer.
Q = Probability of other company bike is given best by consumer.
X = Hero MOTORS bike is purchased by consumer.
N = Total no. of Respondents.

P = x/n
=51/100
=0.51
q =1-p i.e. 0.49

Z calculation = p–q

49
 √ PQ

100
= 0.51- 0.40

√ 0.49*0.4

100

= 0.11

√ 0.00196

= 0.11

0.04427

= 2.48

= 2.48 < 2.56

So, How may accepted at 1 % level of significance. It may be

concluded that 40 % of consumer go for other company bike and
60 % go for Hero MOTORS bike.

50
CHAPTER: 7

FINDINGS

51
Findings
 The study shows that 51 respondents are using Hero Motors.

 The current trend is that respondents give maximum no of

point
to price and mileage.
 The study show that 48 respondents are come to know from
“others” and 26 respondents are come to know from “friends”
about Hero Motors bike.
 The study shows that 55 respondents are purchase Hero
Motors
bike by Loan and 45 respondents are purchase Hero Motors bike
by cash.
 The study shows that 31 respondents are give point to mileage.

 The study shows that more no. of respondents gives more

weightage to price. The more no. of serviceman, Students,
Businessmen, and others give more weightage to the price when
Professionals give more weightage to the mileage.

 The study shows that 46 respondents are father take a decision

to purchase bike And 42 respondents are self take a decision to
purchase bike.
 The study shows that 30 respondents are give rank to available
in show rooms and 35 respondents are give rank to after service.
 The study shows that 43 respondents are giving excellent to
festival offer and 41 respondents are give poor rank to the
anniversary offer.
 The study shows that 45 respondents are purchase Hero
Motors

52
 SUGGESTIONS
1. Hero Motors should introduce a low price moped

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

3. Increase the sales. The company should give more

concentrate on the advertisement.

4. Hero Motors Company should implement a new strategy to

reduce the competition and lead into the bike market.

5. As people expect more mileage per kilometer, company

should increase the mileage of the hero Motors bike.

6. Hero Motors should make a sports bike like to Kawasaki

Suzuki Hyabusa bikes which can run with maximum speeds.
54.

53
 BIBLIOGRAPHY

 Marketing research, G.C.Beri, Third Edition, Tata McGraw

Hill Publishing Company Limited, New Delhi, 2000

 Marketing management, Philip Kotler, Twelth (Millennium)

edition, Prentice-Hall of India Private Limited, New Delhi, 2003

 www.heromotocorp.com

 Research Methodology By CR Kothari

 www.wikipedia.com

 www.invewtopedia.com

54
 QUESTIONNAIRE

A STUDY ON CONSUMER BUYING BEHAVIOUR

AT TIME TO PURCHASE HERO MOTORS BIKE.

1 Do you have own bike?

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

If yes than,

2 Which company bike do you have at present?

Company ____________________

3 Whom do you refer to purchasing bike?

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

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

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

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

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

5 How you purchase bike?

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

55
6 What features you considers when you purchase bike

Attributes
Price
Less
mantainance
Style
Durability
milage
Easy
driving
Brand
reputation
Colour

7 Rate the following attribute of show room

Attributes 1 2 3 4 5
Available
After sales
Services
Infrastructure

8 From where are you purchasing___________?

(A) Shivani Auto [ ] (C) Shiddi Auto [ ]

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

11 give your suggestion.

___________________________________________________
___________________________________________________
___________________________________________________

56
  CUSTOMER PERSONAL INFORMATION:-

A. Name: - ___________________________________________

B. Address:-___________________________________________

B. phone no:__________________________________________

C. Age (in year):-

26 to 30 [ ] 31 to 35 [ ]
36 to 40 [ ] 41 & above [ ]

D. Occupation:-

Services [ ] Businessman [ ]
Students [ ] Professional [ ]
Others [ ]

F. monthly income:-

5000 [ ] 5000-10,000 [ ]
10,000-15,000 [ ] 15,000-20,000 [ ]
20,000 Above [ ]

Sing.___________________

Date.___________________

57