Project Synopsis
On
“MARKETING STRATEGY ADOPTED OF HERO HONDA
SPLENDOR BIKE
[ IN VIDHRBHA ]
Submitted To
Rashtrasant Tukadoji Maharaj Nagpur University,
Nagpur
In Partial fulfillment of the requirement of the Course
Bachelor of Business Administration (B.B.A.) Part-III
Session 2010-11
Submitted by
Mr.SAGAR VINODRAO BHOJANE
Under the Guidance of
Prof. Mr. Sumant D. Dhobale
(Project Guide)
1
INDEX
SR.NO
TITLE
PAGE NO
1
INTRPDUCATION OF MARKETING
2
INTRODUCATION OF COMPANY
3
COMPANY PROFILE
4
OBJECTIVE OF STUDY
5
RATIONAL BEHIND STUDY
6
HYPOTHESIS
7
LIMITATION OF THE PROJECT
8
RESEARCHMETHODOLOGY
9
DATA INTERPREATION AND ANALYSIS
10
CONCLUTION
11
SUGGESTION
12
BIBLOGRAPHY
13
APENDEX
2
Chapter 1
INTRODUCTION OF MARKETING
Chapter 1
INTRODUCTION OF MARKETING
ROLE OF MARKETING IN MODERN BUSINESS
PRODUCT ORIENTED VIEW
COSTUMER ORIENTED VIEW
MODERN CONCEPT OF MARKETING
OBJECTIE OF MARKETING
COMPANY ORGANIZATION APPLYING THE MARKETING CONCEPT
STEP IN MARKETING
SCOPE OF MARKETING
3
ROLE OF MARKETING IN MODERN BUSINESS
Human wants are unlimited and repetitive in nature. Business activity aim at
acquiring of wealth converting it in to desired from unmark ting the final
product a ail able for exchange for the satisfaction of a human wants these
activities fall under industry commerce and Trade these three branches have
one command function the exchange function those marketing means
exchange of goods for money or money’s worth . Mainly, there two angels
from which we can discuss the meaning of a marketing product oriented or old
concept costumer oriented or new or modern concept.
PRODUCT ORIENTED VIEW
It is a traditional concept. Of marketing the view is based on the assumption
that the product whatever it is acceptable to the customer the count the choice
or the behavior of the consumer
Marketing is the performance of a business activity that direct the flow of a
goods and services
From producer to consumer or user
COSTUMER ORIENTED VIEW
Marketing is related to the needs of the buyers. Only such product is brought
forward which can satisfy the wants and test of the consumer to please the
consumer after sells service are needed.
According to Williams J. Stanton,”marketing is a total system of interacting
business activities
Design to plant price promotes and distribute want satisfying product and
service to present and potential costumer”
4
MODERN CONCEPT OF MARKETING
Marketing occupies an important position in the organization of business unit
marketing is a comprehensive term and it includes all resources and a set of
activity necessary to direct and facilities the flow of goods and services form
producer to consumer in process of distribution marketing is a total system of
business an ongoing process of
1) Discovering and translating consumer needs and desires hit product and
services
(Through planning and producing the planned product)
2) Creating demand for these product and services (through promotion and
pricing)
3) Serving the consumer demand (through planned physical distribution)
With help of market channels and then in turn
4) Expanding the market even in the face of keen competition
Philip kilter has rightly remarked marketing is analysis organizing planning
and controlling of the firm customer impinging resourcing polices activities
with a view to satisfy the needs and
Wants of chosen customer groups at a project
Thus the prime objective of modern marketing is the satisfaction of customer
need therefore
Marketing function of buying and selling but they include all function
necessary to satisfy the
Customer such as financing storage risk bearing and afar sales services
Consider the following famous passage in Gandhi’s writing hung on the wall
of market oriented corporations the role of marketing is to deliver a higher
standard of living
Marketing is a societal process by which individuals and group obtain what
they need and
5
Wants through creating offering and freely exchange product and services of
value with others
Marketing has been described as “the art of selling product” the most
important part of marketing is not selling is only the trip of the marketing
iceberg.
6
OBJECTIVE OF MARKETING
The success of marketing depends upon how and to what extend it has
achieved its objectives. The main objectives. Of marketing are;
1)Determination Needs and of wants of costumer :all marketing activities revolve around the needs and wants; these can
identity by marketing research
2) Market segmentation :the second objective of marketing is to divide the whole market into several
augments on some specific based, e.g.: age, income, caste, location, etc.
3) Growth of Enterprise :the other object of the marketing is to archive overall growth of enterprise in
term of sales volume and net profits. All actives of marketing must
concentrated
Upon increase or maximization of net profits.
But, it should be noted here that maximization of profits should be through
satisfaction of customer needs and wants.
4) Increase in customer’s satisfaction :The main object of a business is to earn and maximize its net profits, but this
objective can be achieved only if the customer of the enterprise is satisfied.
Thus, all marketing activities, pro-grammas and policies should be framed
toward satisfying the customers’ needs.
7
8
9
Chapter 2
INTRODUCTION OF COMPANY
Chapter 2
INTRODUCTION OF COMPANY
INTRODUCTION OF COMPANY
HISTORY OF HERO HONDA
CLSSIFICATION OF BIKE
10
11
INTRODUCTION OF COMPANY
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 wheelers in the country. India was the second largest two
wheeler manufacturer in the world starting in the 1950’s with the birth of
Automobile Products of India (API) that manufactured scooters. API
manufactured the Lambert’s but, another company; Bajaj Auto Ltd.
surpassed API and remained through the turn of the century from its
association with DiMaggio of Italy (manufacturer of Vesper).
The license raj that existed between the1940s to1980s in India, did not
allow foreign companies to enter the market and imports were tightly
controlled. This regulatory maze, before the economic liberalization,
made business easier for local players to have a seller’s market.
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.
The motorcycle segment had the same long wait times with three
manufacturers; Royal Enfield, Ideal Jaw, and Escorts. Royal Enfield made
a 350cc Bullet with the only four-stroke engine at that time and took the
higher end of the market but, there was little competition for their
customers. Ideal Jaw and Escorts took the middle and lower end of the
market respectively. In the mid-1980s, the Indian government regulations
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 Honda, TVS Suzuki, Bajaj
Kawasaki and Kinetic Honda. The entry of these foreign companies
12
changed the Indian market dynamics from the supply side to the demand
side. With a larger selection of two-wheelers on
the Indian market, consumers started to gain influence over the products
they bought
and raised higher customer expectations. The industry
produced more models, styling options, prices, 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 counterparts.
13
BOARD OF DIRECTORS
No. Name of the Directors
Designation
1
Mr. Brijmohan Lall Munjal
Chairman & Whole-time Director
2
Mr. Pawan Munjal
Managing Director
3
Mr. Toshiaki Nakagawa
Jt. Managing Director
4
Mr. Takao Eguchi
Whole-time Director
5
Mr. Satyanand Munjal
Non-executive Director
6
Mr. Om Prakash Munjal
Non-executive Director
7
Mr. Tatsuhiro Oyama
Non-executive Director
8
Mr. Masahiro Takedagawa
Non-executive Director
9
Mr. Narinder Nath Vohra
10
11
12
13
14
15
14
Non-executive & Independent
Director
Mr. Pradeep Dinodia
Non-executive & Independent
Director
Gen.(Retd.) Ved Prakash Malik Non-executive & Independent
Director
Mr. Analjit Singh
Non-executive & Independent
Director
Dr. Pritam Singh
Non-executive & Independent
Director
Ms. Shobhana Bhartia
Non-executive & Independent
Director
Dr. Vijay Laxman Kelkar
Non-executive & Independent
Director
Hero Honda Motorcycle Ltd.
Type
Public company BSE:HEROHONDA M
Founded
January 19, 1984 in Gurgaon, Haryana, India
Headquarters Haryana, India
Om Prakash Munjal, Founder
Key people
Mr.
Industry
Products
Automotive
Mr. Pawan Munjal, Managing Director
Motorcycles, Scooters
Revenue
U$ 2.8 billion
Website
http://www.herohonda.com/site/home/home.asp
Brijmohan
Lall
Munjal,
Chairman
Mr. Toshiaki Nakagawa, Joint Managing Director
HERO HONDA HEADQUARTERS
15
Hero Honda Motorcycles Limited is an Indian manufacturer of
motorcycles and scooters. Hero Honda 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
Honda's Splendor is the world's 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.
[ Models ]
Bikes
Hero Honda Splendor Plus
Hero Honda Passion Plus
Hero Honda Karizma
Hero Honda CBZ
Hero Honda Super Splendor
Hero Honda CD Dawn
Hero Honda CD Deluxe
Hero Honda Achiever
Hero Honda Glamour
Hero Honda Ambition
16
COMPANY PROFILE
“Hero”, is the brand name used by the Munjal brothers in the year 1956
with the flagship company Hero Cycles. The two-wheeler manufacturing
business of bicycle components had originally started in the 1940’s and
turned into the world’s largest bicycle manufacturer today. Hero, is a
name synonymous with two-wheelers in India today. The Munjals roll
their own steel, make free wheel bicycle critical components and have
diversified into different ventures like product design. The Hero Group
philosophy is: “To provide excellent transportation to the common man at
easily affordable prices and to provide total satisfaction in all its spheres
of activity”. The Hero group vision is to build long lasting relationships
with everyone (customers, workers, dealers and vendors). The Hero
Group has a passion for setting higher standards and “Engineering
Satisfaction” is the prime motivation, way of life and work culture of
the Group.
In the year 1984, Mr. Brijmohan Lal Munjal, the Chairman and Managing
Director of Hero Honda Motors (HHM), headed an alliance between
the Munjal family and Honda Motor Company Ltd. (HMC). HHM
Mission Statement is: “We, at Hero Honda, are continuously striving
for synergy between technology, systems, and human resources to
provide products and services that meet the quality, performance, and
price aspirations of our customers. While doing so, we maintain the
highest standards of ethics and
societal responsibilities, constantly
innovate products and processes, and develop teams that keep the
momentum going to take the company to excellence in the new
millennium”. This alliance became one of the most successful joint
17
ventures in India, until the year 1999 when HMC had announced a
100% subsidiary, Honda Motorcycle & Scooter India (HMSI). This
announcement caused the HHM stock price to decrease by 30 percent that
same day. Munjal had to come up with some new strategic decisions as,
HMSI and other foreign new entry companies were causing increased
intensity of rivalry for HHM.
GROWTH:The business growth of Hero Honda has been phenomenal throughout its
early days. The Munjal family started a modest business of bicycle
components. Hero Group expanded so big that by 2002 they had sold 86
million bicycles producing
16000 bicycles a day. Today Hero Honda has an assembly line of 9
different models of motorcycles available. It holds the record for most
popular bike in the world by sales for Its Splendor model. Hero Honda
Motors Limited was established in joint venture with Honda Motors of
Japan in 1984, to manufacture motorcycles. It is
currently the largest producer of Two Wheelers in the world. It sold 3
million bikes in the year 2005-2006. Recently it has also entered in
scooter manufacturing, with its model PLEASURE mainly aimed at girls.
The Hero Group has done business differently right from the start and that
is what has helped them to achieve break- through in the competitive twowheeler market. The Group's low key, but focused, style of management
has earned the company plaudits amidst investors, employees, vendors
and dealers, as also worldwide recognition. The growth of the Group
through the years has been influenced by a number of factors:
Just-in-Time
The Hero Group through the Hero Cycles Division was the first to
introduce the concept of just-in-time inventory. The Group boasts of
superb operational efficiencies. Every assembly line worker operates two
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machines simultaneously to save time and improve productivity. The fact
that most of the machines are either developed or fabricated in-house, has
resulted in low inventory levels. In Hero Cycles Limited, the just-in-time
inventory principle has been working since the beginning of production in
the unit and is functional even till date.. This is the Japanese style of
production and in India; Hero is probably the only company to have
mastered the art of the just-in-time inventory principle.
Ancillarisation
An integral part of the Group strategy of doing business differently was
providing support to ancillary units. There are over 300 ancillary units
today, whose production is dedicated to Hero's requirements and also a
large number of other vendors, which include some of the better known
companies in the automotive segment. Employee Policy:
Another Striking feature within the Hero Group is the commitment and
dedication of its workers. There is no organized labor union and family
members of employees find ready employment within Hero. The
philosophy with regard to labor management is "Hero is growing, grow
with Hero." When it comes to workers' benefits, the Hero Group is known
for providing facilities, further ahead of the industry norms. Long before
other companies did so, Hero was giving its employees a uniform
allowance, as well as House Rent Allowance (HRA) and Leave Travel
Allowance (LTA). Extra benefits took the form of medical check-ups,
not just for workers, but also for the immediate family members.
DealerNetwork
The relationship of Hero Group with their dealers is unique in its
closeness. The dealers are considered a part of the Hero family. A
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nation-wide dealer network comprising of over 5,000 outlets, and have a
formidable distribution system in place. Sales agents from Hero travels to
all the corners of the country, visiting dealers and send back daily
postcards with information on the stock position that day, turnover, fresh
purchases, anticipated demand and also competitor action in the region.
The manufacturing units have a separate department to handle dealer
complaints and problems and the first response is always given in 24
hours.
FinancialPlanning
The Hero Group benefits from the Group Chairman's financial acumen
and his grasp on technology, manufacturing and marketing. Group
Company, Hero Cycles Limited has one of the highest labor productivity
rates in the world. In Hero Honda Motors Limited, the focus is on
financial and raw material management and a low employee
Quality
Quality at Hero is attained not just by modern plants and equipment and
through latest technology, but by enforcing a strict discipline. At the
Group factories, attaining quality standards is an everyday practice - a
strictly pursued discipline. It comes from an amalgamation of the latest
technology with deep-rooted experience derived from nearly four decades
of hard labor. It is an attitude that masters the challenge of growth and
change - change in consumers' perceptions about products and new
aspirations arising from a new generation of buyers. Constant
technology up gradation ensures that the Group stays in the global
mainstream and maintains its competitive edge. With each of its foreign
collaborations, the Group goes onto strengthen its quality measures as
per the book. The Group also employs the services of independent
experts from around the world to assist in new design and production
processes.
20
Diversification
Throughout the years of enormous growth, the Group Chairman, Mr. Lall
has actively looked at diversification. A considerable level of backward
integration in its manufacturing activities has been ample in the Group's
growth and led to the establishment of the Hero Cycles Cold Rolling
Division, Munjal and Sunbeam Castings, Munjal Auto Components and
Munjal Showa Limited amongst other component-manufacturing units.
Then there were the expansion into the automotive segment with the
setting up of Majestic Auto Limited, where the first indigenously
designed moped, Hero Majestic, went into commercial production in
1978. Then came Hero Motors which introduced Hero Pooch, in
collaboration with global technology leader Styr Daimler Pooch of
Austria. Hero Honda Motors was established in 1984 to manufacture 100
cc motorcycles.
The Hero Group also took a venture into other segments like exports,
financial services, information technology, which includes customer
response services and software development. Further expansion is
expected in the areas of Insurance and Telecommunication.
The Hero Group's phenomenal growth is the result of constant
innovations, a close watch on costs and the dynamic leadership of the
Group Chairman, characterized by a culture of entrepreneurship, of right
attitudes and building stronger relationships with investors, partners,
vendors and dealers and customers
21
22
OBJECTIVE OF
THE
STUDY
23
a
24
RATIONAL BEHIND THE STUDY
rational behind the study is totally depend upon consumer satisfaction and
consumer
expectation now day the everyone person dreams I have one bike the person
think is
which bike is choose by me the market number of bike available the customer
preference is a following point
1) Brand name
2) Looks
3) Mileage
4) Maintenance
5) services
25
1)_Brand name :The market number of brand available and number of bike
brand is some bike is classifieds is very as name the bike brand is choose by
age and fashion
a)_the age group of 18-30 this age group is more style and more efficiency
bike and as well as high speed bike preference
b )_the age group of 30-50 is totally moped bike preference because there are
many problems changing gear and traffic and rush area that’s the choose
moped / without gear bike .
2) LOOK : The bike look is totally depend upon the age group
a)_the age group of 18-30 is attractive and hives bike preference
b)_the age group of 30-50 is simple and low weight bike the hero Honda two
wheeler company the bike customer expectation
1] Splendor
2] Super splendor
3] Splendor plus (+)
4] Splendor pro
3) MILEAGE : The two wheeler bike is most important factor is mileage of the
bike more average bike more selling some year ago.
a)_ BYK bike is lunch is average 100 km per liter
b)_ bajaj CT 100 bike average 100 km per liter
above company strategy adopted by hero Honda company
26
27
4)_ MAITANANCE : The every customer expect the low maintenance bike
purchase the hero Honda company is low maintenance bike manufacture and
this bike spare parts easily available in every place that the customer more
preference is hero Honda bike
5)SERVICES : Hero Honda company are more service provide than other company the more
service center and skillful worker are available in the hero Honda company not
only the bike service provider but the financial service provide the company
motive not trebling the customer that’s why every city company distributor and
service center as well as financial service are available .
28
HYPOTHESIS
Hypothesis is assumption and predicate will future following points will be
future indicates the position of the company what to be change ?
How to maximum profit?
Of the company today depends upon the following points
How to consumer satisfaction?
Which company strategy adapt to the company?
How to change of the company?
1)hero Honda splendor is the biggest tow wheeler producer company in India
as well as world
2)hero Honda splendor not only sales the bike as well as consumer
satisfaction and day to day modified bike that’s why company profit day by
day increase previous year profit and current year profit is more different
3)customer expectations to style and best look of the bike and more efficiency
4)to find out the customer opinions and varies aspects best look of the bike and
good average of the bike as well as low maintains cost and resale value
because some customer change the bike after one year and new technology
developed and bike purchase
5)India is maximum people is middle class family not only India I think is
middle class family this people is not more money spend for luxuries things
company will provide more finance facilities or low cost bike
Example :- proves year TATA company manufacturing very cheap car in
world and the name of car is NANO this type of steady
adopt by hero
Honda splendor bike
6)Tata motors and Bajaj motor will strategy adopt by company automatically
sale increase
Example :- Tata motor is cheapest car in the world
Bajaj motor is more average bike
29
Hypothesis is not a company current position it will be predicate the
future above strategy adopt by hero Honda motors definitely hero
Honda motors sale also increase and the second economy growth also
increase
30
LIMITATION OF THE PROJECT
There are bound to be certain limitations in carrying out this research work
such as sampling error statistical personal bias etc but an effort is made to
obtain maximum authentic result
The limitations where as follows
1) assuming peoples populations in vidrbha to be infinite and sample of
400 people students is taken which is not sufficient is taken which is
not sufficient but it was very difficult to follow the rules of sampling
and resources constraints therefore it has been tried to understand the
behavior of the mass so as to get the proper direction for the project
with the
optimum sample size of 400 but during the analysis only 398 samples were
taken
2) the study was largely dependents upon the interview (Questionnaire)
with the student so it might have decreased the efficiency of the project
3) the study was focused an one city only and situations might be different
in other areas of the nation
4) the survey is subjected to statistical error
5) data collected through questionnaire was qualitative data which may
differ form person to person
6) above all human error may also be present as it is the biggest
limitations of any study
31
RESEARCHMETHODOLOGY
It is well known fact that the most important step in marketing research
process is to define the problem. Choose for investigation because a problem
well defined is half solved. That was the reason that at most care was taken
while defining various parameters of the problem. After giving through
brain storming session, objectives were selected and the set on the base of
these objectives. A questionnaire was designed major emphasis of which was
gathering new ideas or insight so as to determine and bind out solution to the
problems.
DATA SOURCE
Research included gathering both Primary and Secondary data.
Primary data is the first hand data, which are selected a fresh and thus
happen to be original in character. Primary Data was crucial to know
various customers and past consumer views about bikes and to calculate
the market share of this brand in regards to other brands.
Secondary data are those which has been collected by someone else
and which already have been passed through statistical process.
Secondary data has been taken from internet, newspaper, magazines and
companies web sites.
RESEARCH APPROACH
The research approach was used survey method which is a
widely used method for data collection and best suited for descriptive
type of research survey includes research instrument like questionnaire
which can be structured and unstructured. Target population is well
identified and various methods like personal interviews and telephone
interviews are employed.
SAMPLING UNIT
It gives the target population that will be sampled. This research was carried in
Nagpur city.Therewere90respondents
32
DATA COMPLETION AND ANALYSIS
After the data has been collected, it was tabulated and findings of the project
were presented followed by analysis and interpretation to reach certain
conclusions.
33
34
DATA INTERPREATION
AND
ANALYSIS
35
Q (1) Which bike do you have?
Hero Honda
30
Bajaj
30
Any other
30
INTERPRETATION: - Out of the sample size of 90 customers, 30
customers are of Hero Honda, 30 are of Bajaj and 30 customers of TVS
bikes are taken into consideration.
36
Q (2) Which Model do you Have?
Hero Honda
Bajaj
TVS
Splendor
13
CT 100
5
Flame
4
Passion
5
Discover
11
Star City
9
Karizma
2
10
Apache
7
Any other
10
Pulsa
r
Any other
4
Any other
10
HERO HONDA
INTERPRETATION: - In Hero Honda mostly the customers are having
splendor while the ratio of the customers using Passion, Karizma and other
bikes are comparatively low.
37
BAJAJ
INTERPRETATION: - In Bajaj the customers are giving more preference
to Discover and Pulsar models.
TVS
INTERPRETATION:- In TVS Bikes the customers are giving more
preference to the other models rather than Flame,Starcityand Apache.
38
Q(3) In which family Income level do you Fall?
100000-200000
22
200000-300000
45
300000-400000
23
above 400000
10
INTERPRETATION: - The maximum numbers of customers that are
using these bikes fall in the income group of 200000-300000. While
this ratio is minimum in case of customers whose income level fall
between 300000-400000.
39
Q(4) How often do you change your bike?
0-1
year
1-2
year
2-3
year
above 3 year
34
29
26
11
INTERPRETATION: - It is observed that mostly the customers are having
new bikes.
40
Q(5) For what purpose do you use your Motor Bike?
Hero Honda
Bajaj
TVS
13
42
38
17
15
27
Joy Purpose
10
18
10
Other
40
15
15
Office Purpose
Personal purpose
INTERPRETATION:- The customers are using their bikes
mostly for official and personal purpose.
41
Q(6) How do you come to know about this Motor Bike?
Hero Honda
Bajaj
TVS
Newspaper
28
33
22
Television
22
28
18
16
28
13
22
Magazine
Friends & Relative
8
37
INTERPRETATION: - It is observed that the awareness of Hero Honda
bikes mostly comes from friends while of Bajaj and TVS the awareness
comes from newspapers and televisions.
42
Q7 Are you satisfied with the performance of the bike that you
are currently having?
Yes
55
No
28
Can’t say
7
INTERPRETATION:- Out of the sample size of 90 customers, 55
customers says that they are satisfied with the performance of their bikes.
On the other hand 28 customers are not satisfied with the performance of
the bikes that they are having. While the remaining 10 customers are
unable to say anything.
43
Q (8) Do you have full knowledge about Bikes before buying?
Hero Honda
Bajaj
TVS
42
34
Yes
37
37
27
No
Can’t Say
22
11
29
31
INTERPRETATION:- It is observed that most of the customers are having full
knowledge of the bike before purchasing.
44
Q (9) Which Factor below Influence your decision?
Hero Honda
Bajaj
TVS
Price
17
22
28
Mileage
28
15
15
Quality
11
20
16
Resale Value
12
14
17
Status symbol
32
19
14
HERO HONDA
INTERPRETATION:- In Hero Honda bikes the mileage of the bike and the value that
it adds to the status symbol of the customers influences the decision criteria of most of
45
BAJAJ
INTERPRETATION:- In Bajaj bikes customers gets more influenced by
the price and quality of the bike and also they think that it adds value to
their prestige.
TVS
INTERPRETATION: - In TVS bike the economic price of the bikes
influences the buying behavior of the customers.
46
Q(10) How would you rate the following factors of Bikes with respect to
different Company ?
Hero Honda
Bajaj
Mileage
74%
72%
Price
68%
65%
47%
Pick up
70%
80%
62%
Maintenance
Look & Shape
Brand Image
Pick up
47
58%
62%
85%
80%
53%
55%
TVS
68%
74%
72%
69%
INTERPRETATION: - It is observed that in rating of different features of
different bikes people give maximum rating to the look and shape of the bike.
At the second level they give their rating to the pickup. At the third level they
rate mileage. And at the fourth level they give points to maintenance. At last
they rate price and brand image.
48
Q(11) If new Bike with good features comes in, then would you like to change
your bike?
Hero Honda
Bajaj
TVS
Yes
10
16
14
No
16
11
11
Can’t say
4
3
5
INTERPREATATION: - It is observed that the customers of Hero Honda
bikes are not ready to change their bikes even if a new bike comes in with
good features. While majority of the customers of Bajaj and TVS are ready to
change their bikes if new bike provides some good features to them.
49
CONCLUTION
1.
Most of the Flame, Apache, Pulsar, and CBZ & Karizma are
purchased by young generation 18 to 30 years because they prefer
stylish looks and rest of the models of Hero Honda, TVS and Bajaj
are purchased more by daily users who needs more average of bikes
than looks.
2. Hero Honda is considered to be most fuel-efficient bike on Indian
roads.
3. Service & Spare parts are available throughout India in local markets
also.
4. While buying a motorcycle, economy is the main consideration in form
of maintenance cost, fuel efficiency.
5. Majority of the respondent had bought their motorcycle more than 3
years.
50
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SUGGESTION
1.
2.
Bajaj should introduce some more models having more engine power.
Hero Honda should think about fuel efficiency in case of upper
segment bikes.
3.
More service centers should be opened.
4.
Maintenance cost and the availability of the spare parts should
also be given due importance.
5.
They also introduce some good finance/discount schemes for
students.
6.
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The price should be economic.
BIBLIOGRAPHY
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1. Goal B.S., Marketing Research, Meerut, Pragathi Prakashan, 1996.
2. Kothari C.R., Research Methodology, New Delhi, Vikas Publishing
House Pvt. Ltd., 1978.
3. Philip Kotler, Marketing Management – The Millennium Edition, New
Delhi, Prentice – Hall of India Private Limited, 2001
1. www.herohonda.com
2. www.google.com
3. www.twowheeler.com
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