consumer opinion regarding leading brand of hero honda bike in india

8/9/2019 Consumer Opinion Regarding Leading Brand of Hero Honda Bike in India

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RESEARCH REPORT

ON

CONSUMER OPINION REGARDING LEADING

BRAND OF HERO HONDA BIKE IN INDIA

Report Submitted to the Fulfillment of thePost graduate diploma in management

[2008-2010]

Submitted To: Submitted By

MR. GIRISH KATHURIA MUKESH KUMAR ASSOCIATE DIRECROR PGDM - 4th Sem

Roll -PGDM/08/0/60

IIMT COLLEGE OF MANAGEMENT

GREATER NOIDA

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DECLARATION

I MUKESH KUMAR, Roll No. PGDM/08/060, a student of PGDM IV semester of

IIMT COLLEGE OF MANAGEMENT, Greater Noida hereby declare that the

Research Report titled CONSUMER OPINION REGARDING LEADING

BRAND OF HERO HONDA BIKE IN INDIA is my original work and the

same has not been submitted for the award of any other diploma or degree.

DIRECTORS SIGN

Place: Greater Noida (MUKESH KUMAR)Date:......................

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ACKNOWLEDGEMENT

With a sense of gratitude, I would like to express my indebtedness my faculty

guide for giving me an opportunity to under take this Research on

Consumer opinion Regarding leading Brands of Hero Honda Motor

Bike In India in this esteem organization.

I would like to thank Mr. RAJEEV GUPTA SIR for his constant guidance to

conduct the present arduous research and untiring cooperation which he

extended to me throughout the duration of my research..

My special thanks are for those who spared time for providing information and

responding to the questionnaire.

MUKESH KUMAR

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PREFACE

As a part of PGDM 4th Semester course a student is required to undertake

short term Research project. The objective of this study is to provide an

opportunity to student to familiarize themselves with the practical aspect of

problems in particular field.

This Research has been very useful learning experience. Enriching

knowledge. In field of marketing research statically application and decision

making process.

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TABLE OF CONTENTS

Part I

INTRODUCTION ABOUT THE COMPANY

THE HISTORY OF THE ORGANIZATION

STRUCTURE OF ORGANIZATION

PRODUCTS & SERVICES

PLANS & BUDGETS

MARKETING POLICY & PRACTICES

PERFORMANCE IN THE MARKET PLACE & SHARE

PROBLEMS FACED BY THE ORGANIZATION

Part II

INTRODUCTION OF THE TOPIC

OBJECTIVES

RESEARCH METODOLOGY

DATA ANALYSIS & INTERPRETATION

FINDINGS

SUGGESTIONS

LIMITATIONS & CONCLUSION

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BIBLIOGRAPHY & APPENDICES

INTRODUCTION OF HERO

HONDA MOTORS LIMITED

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HERO HONDA MOTORS LIMITED

OVERVIEW

Hero Honda Motors Ltd., the manufacturer of India Largest selling 100 CC

Motorcycles was incorporated on Jan. 19, 1984. Hero Honda is a successful

blend of two unique cultures & world market leaders i.e. Honda Motor

Company of Japan & Hero Group of India. The partnership between

Hondas & Munjals to manufacture 100 CC Motor bike has been one of the

most successful Indian joint Venture ever. HHML has brought to India a

revolution on Two Wheeler by famous advertising campaign Fill it-Shut It-

Forget it . Today 2 plants of HHML are located on Delhi-Jaipur highway.

HHML DHARUHERA PLANT

LOCATION : 69th KM Stone

Delhi-Jaipur Highway

Dharuhera -122 106

Dist. Rewari (Hr.)

Tel. 01283-2131-35

Fax. : 01283-2399

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ESTABLISHED : 19th Jan, 1984

AREA

Total : 2,48,000 sq. mts.

Covered : 58,183 sq. mts. (23.5%)

MODELS : CD-100, CD-DELUXE, CBZ, SPLENDOR

HHML GURGAON PLANT

LOCATION : 37th Km. stone

Delhi Jaipur Highway

Sector 33, Gurgaon -122 001

Haryana

Tel : 0124-304123-132

ESTABLISHED : 24TH FEB, 1997

AREA

Total : 2,99,000 sq. mts.

Covered : 47,200 sq. mts/ (15.8%)

MODELS : STREET, SPLENDOR, CBZ

HEAD OFFICE

LOCATION : 34, Community Centre

Basant Lok, Vasant Vihar

New Delhi - 110 057

Tel. : 614-2451 (9lines)

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HISTORY OF COMPANY

Honda Motor Company, Japan:

Honda motor company the worlds largest manufacturer of Motorcycle,

commanding 25% of world's & 50% of Japans Motorcycle market, was

incorporated in 1948. Today Honda name has become the guarantee of the

technological & manufacturing excellence of any product. It involved in

automobiles & power product (Lawn Mowers, generators and Out board

Motors). It has 83 overseas production facilities in 35 countries, looked after

by a 93,000 strong force.

Hero Group of Industries

What began in Ludhiana in 1951 as a small unit manufacturing Bicycle parts

has today emerged as Rs. 2500 Crores industrial Colossus - Hero Group of

industries. Munjal brothers set it up. The operations of group cover a wide

spectrum of consumer & Industrial application including motorcycle, light

motorcycles, mopeds, automotive components & industrial supplies.

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Hero Cycles is in Guinness Book of World Record as Worlds largest bicycle

manufacturer. It has also received several National & International Awards for

Excellence. The search for Excellence led to creation of companies like Hero

Cycles Ltd. (1956), Gujrat Cycles Ltd. (1988), Munjal Showa Ltd. (1985),

Rockman cycles industries Ltd. (1961) Etc.

Since the company maintains the ethos of Perfect Quality, it has helped the

group attain its global stature. Besides maintaining the quality standards it has

developed home-grown Research & Development facilities to enhance its

production so as to stride further.

HISTORY & GROWTH

Under motorcycle segment HHML is the market leader with 42% share in the

market. Its nearest competitor Bajaj Auto has 24% market share. It's true that

lot of Hero Honda's success is due to the fact that for a long time it

operated in a near monopoly situation, it was the only 4 stroke

motorbike & offered customer an incredible 85 km for every time. But

even with the competition in the past few years, Hero Honda has effortlessly

maintained its lead.

In the year 1988-89 the production & sales mounted to 744,014 nos. & 74,027

nos. respective & turnover was Rs. 104.54 crore. In 1989-90, the Company

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produced & sold 96,325 & 96208 bikes respectively. The total turnover at Rs.

152.62 crores reflected an increase of 9.5% over the previous year when

compared on an annualized basis. The company introduced a new model

"sleek" during July 1989. The market response for the new model was

reported to be satisfactorily. During 1990-91, production rose to 1,20,091 nos.

& 120,055 motorcycle were sold for a total consideration of Rs. 195.75 crores.

In the domestic market, company was planning to launch a new Model Motor

Cycle - CD 100SS suitable to semi rural conditions. In the incarnation front

plans were aft to enter the African Market. Possibilities were being exposed to

export motorcycles in completely knocked down conditions to Iran & Mauritius.

In the domestic market, the company was reposed to have an mkt share of

46% during 1990-91. During 1991-92, turnover & production, increased to Rs.

275.72 crores & 135260 no. During 1992-93 turnover increased moderately

despite reassign in the automobile sector. However production was lower at 1,

28,649 motorcycles. During 1992-93, turnover & production increase to Rs.

307.26 crores & 1,28,649 motorcycles respectively. During 1993-94 turnovers

improved to Rs. 369.99 crores & Production improved to 148,000 motorcycles.

In the year 1994-95 production & turnover increase to 1, 83,490 motorcycle &

Fax: 614 3321, 614 3198

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STRUCTURE OF COMPANY

MISSION

Maintaining an international perspective, the company is dedicated to

provide highest quality products at reasonable price for World - wide

customer base.

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COMPANY'S MANDATE

* To be world class manufacturer

* To be market leader.

* To achieve high level of customer satisfaction.

* Excellence through teamwork.

* Enduring relation unit stakeholder

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CORPORATE OBJECTIVES:

* To study products of highest quality at reasonable price for customers

satisfaction & for the benefits of society in general.

* To provide all concerned persons with happiness in association with the

Company.

* To offer joy to vendors of supplying components.

* To offer joy to employees of manufacturing

* To offer joy to dealers of selling products.

* To offer joy to customers of using products.

* To offer joy to investors of receiving returned.

.

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NAME OF THE CHAIRMAN AND BOARD OFDIRECTORS

No.

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Name of theDirectors

Designation

1 Mr. BrijmohanLall Munjal

Chairman &Whole-timeDirector

2 Mr. PawanMunjal

ManagingDirector

3 Mr. ToshiakiNakagawa

Jt. ManagingDirector

4 Mr. Takao Eguchi Whole-timeDirector

5 Mr. SatyanandMunjal

Non-executiveDirector

6 Mr. Om Prakash

Munjal

Non-executive

Director7 Mr. Tatsuhiro

OyamaNon-executiveDirector

8 Mr. MasahiroTakedagawa

Non-executiveDirector

9 Mr. Narinder NathVohra

Non-executive &IndependentDirector

10 Mr. PradeepDinodia

Non-executive &Independent

Director

11 Gen.(Retd.) VedPrakash Malik


12 Mr. Analjit Singh Non-executive &IndependentDirector

13 Dr. Pritam Singh Non-executive &IndependentDirector

14 Ms. ShobhanaBhartia


15 Dr. Vijay LaxmanKelkar


16 Mr. Sunil BhartiMittal

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FOREIGN COLLABORATION

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FOREIGN COLLABORATION

By merging 2 different Philosophy Hero Honda philosophies was born. As per

the collaboration agreement between Honda Motors & Hero Group, Honda

Motors was to furnish complete technical information, know how, trade secret

& other relevant data to HHML & was to assist & guide in selection of

equipment. They also agreed to train the technicians of the company, to

provide information about the construction of the plant & on procurement of

the components. In consideration to their services, HHML was to be paid a

lump sum fee of U.S. $ 500,000 in 3 equal installments & a royalty of 4% on

the net ex-factory & all prices of the product. The duration of the agreement

was for a period of 10 yrs. from 21st June.

483.85 crores due to growth in demand for 2 wheelers & declining infection

during the year 1995-96. Turnover increased substantially to Rs. 640.70

crores & production was 226211.During the year 1996-97 turnover improved

to 783.83 crores & products increase to 268931 motorcycles. A new step

through model "street-100" with unique feature was launched on 24th January

1992. During this year (97-98) company has produced & sold 407546

motorcycles compared to 268931 last years registering a growth of 51.5%.

Turnover grew by 48% to Rs. 1160.72 crores during the year. Street 100

model has made a strange presence in the very first year of its launch.

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Constituting around 10% of the total sales. In the year 1998-99 sales

turnover has grown up to 15529.

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SALES PERFORMANCE OF THECOMPANY


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COMPANY PERFORMANCE

Hero Honda maintained its grip in the motorcycle segment with a lead of morethan one million motorcycles over its competitor and a market share of 48 per

cent. Overall, your Company accounted for 40 per cent of the Indian two-

wheeler market.

HERO HONDA SALES

Business Highlights for the Financial Year Impressive growth driven by multi-

pronged strategy, with a slew of new product launches across segments,

value-added services, extensive 360 degrees communication, & leveraging

longstanding Hero Honda brand properties for brand building Overwhelming

customer response to new launches such as Hero Honda CBZ X-treme, new

Karizma, Glamour with alloy wheels; new CD Deluxe & CD Dawn Redefined

industry benchmarks in sales; posted record despatch sales and retail sales

Path-breaking two-wheeler technology introduced, in the form of Glamour with

Fuel Injection (FI) technology Added a new venture Hero Honda Sure! for

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pre-owned motorcycles; another benchmark redefining initiative, sets up 15

such outlets across the country Achievements for the Financial Year HHML

adjudged 7th Top Indian Company by Wallstreet Journal Asia HHML ranked

No.1 in Customer satisfaction index by CSMM-Business World Loyalty Report

CBZ X-treme awarded Bike of the Year by Overdrive Magazine, BS

Motoring Magazine and NDTV Car India Bike India Awards Hero Honda

Glamour FI Awarded Bike Technology of the Year by NDTV Profit Car India

Bike India, and Auto Tech of the Year Award by Overdrive magazine

Record dispatch sales of over 363,480 units & retail sales of 531,716 units in a

single month in October Retains the coveted position of being the Worlds

No.1 two-wheeler company in unit sales for six years in a row New Delhi, April

1, 2007: Hero Honda Motors Ltd. (HHML), clocked sales of 277, 915 two-

wheelers in the month of March, thus ending the financial year 2006-07 with

an impressive cumulative tally of 33,36,756 units. The Company had

registered sales of 272,312 units in March 2006 and a cumulative 30,00,751

units in the previous fiscal (2005-06). The financial year 2006-07 witnessed

the Company report impressive growth and record sales, consolidate its

market leadership, and bring about a series of industry defining initiatives.

According to Mr. Anil Duo, Vice President Marketing & Sales, HHML, Our well

thought-out multi-pronged strategy helped us carry on the strong growth

momentum during the financial year 2006-07. The strategy has been to bring

out products to meet customer requirements across segments, provide value-

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added services, support the new products with extensive 360 degrees

communication, and leverage longstanding Hero Honda brand properties for

brand building. We are sure of carrying forward this momentum in the coming

financial year too. HHML launched as many as eight new products (including

variants) during 2006-07. This included the highly successful CBZ X-treme,

New Karizma, Glamour FI, Glamour with alloy wheels, CD Deluxe, CD

Dawn, Passion Plus Limited Edition and the New Achiever. While highly

popular brands such as Splendor and Passion Plus continue to bring in the

large volumes and keep consolidating the companys stronghold on the deluxe

segment, the newly-launched CD Deluxe has been clocking impressive

numbers to build HHMLs presence in the entry segment. The other big

launch, CBZ X-treme has shaken up the premium segment, and has been

clocking an impressive 15,000 to 20,000 units per month. CBZ X-treme has

already crossed the 50,000 mark in a very short time since its launch late last

year. It is the success of these new products launched during this financial

year, as also the aggressive marketing campaigns, which have helped HHML

register better-than-industry growth continuously in the last few months. __

MOMENTS OF PRIDE

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Lowest Accident Frequency Rate Award: Received First position award in

1989, 1990, 1992, 1993 & 1994.

Longest Accident Free Period Award: Received First position award in

1989, 1990, 1992, 1993 & 1994.

Best Working Conditions: First prize in 1990, 1993.

Awards also received for Best Maintenance of Environment & of Effluent

Treatment Plant, Best Performance, Best First Aid Arrangements, National

Safety Award 1993 under scheme I & II, National Safety Award 1994 under

scheme I & II (All of them of First Position).

And for Regional Work skill Competitions in Miller Trade and in Turner Trade,

CII Regional Quality Circle Convention of Jaipur, Lucknow AND QCFI Delhi

Chapter Quality Circle Convention etc.; (All of Second Position).

And others like National Trophy on Quality Circle, National Award for

outstanding Contribution Towards the development of small scale industries,

Distinguished Entrepreneurship Award 1997, Businessman of the Year 1994

conferred on our Chairman.

WORKING PHILOSOPHY :

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Hero Honda is the market leader among motorcycle segment. Working

Philosophy of HHML is the root case that has made it market leader.

Hero Honda believes in 5S i.e.

Seiri - Select Necessary Items

Seiton - Set Necessary Items in Good Order

Seiso - Sweep up Work places

Seiketsu - Secure cleanliness at all times

Shitsuke - Set Habit

Hero Honda believes in "Quality" i.e. Quality of Product", "Quality of

Organization, "Quality of life", " Quality of worker". Company has sufficient

supply all the 5 M's required to run a business i.e. material machinery, money,

manpower & Market. But still company is continuously trying to improve the

quality of all these things. More over, Company is conscious to supply high

quality to their customers. Quality of manpower is simultaneously improving

through various programs. Co. is also improving the Quality of product by

using latest technology.

Secondly company believes in Development i.e. "Development of

organization, Development of employees" & "Development of community

for the development of organization. Company encourages meaning

participation of its employees. Company has a new plant at Gurgaon i.e. the

result of companies consciousness about organization development of its

employees, company is putting so much effort that any organization can.

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Company has organized is organizing & also is planning to organize various

training & development programmers for all levels of workers. These

programs have result in continuous growth & improvement of its employees.

Now the company is conscious to the fact that growth & progress of its

employees & the company is interdependent. The companies strikes to create

an atmosphere where team spirit & mutual understanding could grow & where

its team members may work happily & derive joy & pleasure company has

also done a lot for the community development. Company has provided its eye

camp, Blood donation camp, Rehabilitation camp, Drinking water, ambulance

& mobile clinic for good health of people living in near by villages. For

providing good education to them, company has opened school & craft

training center near the company. Company also trying to maintain plantation

& greenery to control pollution. Company trying to removes the problems

faced from grass root. Dignity of human being at all level. All Employees at

HHML are same.

Next the company believes in Equality . "Equality of caste" Equality of

thought " Equality of religion race, sex, nationality etc. It respects the dignity

of human being at all level. Whether be, a worker of A.G.M. are wearing same

dress, having same food & coming by same bus.

All there things show that HHML doesn't differential between a worker &

manager. Don't even they consider their worker as "work tool". By organizing

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TRAINING & DEVELOPMENT programs for the self-development of worker

company tries to use brain of their worker because they are equally

responsible for the development of organization.

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PRODUCTS OFFERED BY

COMPANY

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PRODUCT LAUNCHES

For more than two decades, Hero Honda created brand equity for itself by

putting together best-in-class portfolios and new technologies. Your Company

also launched new engine platforms in 125cc and 150cc categories, and is

planning several new launches in the forthcoming year. We've already

introduced cutting-edge Fuel Injection technology in one of our products,

Glamour FI, making Hero Honda the first two-wheeler Company in India to do

so. Over time, we expect to cascade this technology across other models.

Apart from successfully launching of 4 new models during the year in review,

your Company made its debut in the scooter market with the 100cc offering

called Pleasure targeting women commuters and home makers. The

products, which are mostly sold through a chain of unique all-women retail

outlets, were received well by the market, and we hope to gain critical mass

over the next few year.

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Hero Honda Products

CD DAWN

CD-DELUXE

PLEASURE

SPLENDOR PLUS

SPLENDOR NXG

PASSION PLUS

SUPER SPLENDOR

GLAMOUR

GLAMOUR PGM FI

ACHIEVER

CBZ X-TREME

HUNK

KARIZMA

KARIZMA ZMR

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HERO HONDA CD -100

FILL-IT, SHUT-IT, FORGET-IT

Hero Honda CD-100 is the main, first 4 stoke 100 cc motorcycle of India that

has set standards in the Indian 2 wheelers Industry. The reasons for its

popularity are apparent Economy, Quality, Reliability & Capability to go on

year after year. It's engine is derived from Honda's Legendary econo series for

motorcycles that have proved their toughness & reliability around the hold for

the last 35 years, having sold over 30 millions units house wise. And ace to

Mr. Soichiro Honda, the founder of Honda Motor Company, the engine

has been upgraded over the years to achieve the highest level of

performance. Other Features are

FEATURES

-Phenomenal fuel efficiency

-Economical & easy to maintain

-Nation-wide service Support

-Improved, easy to read, illuminated Speedometer

-Swing arm with Hydraulic Dampers

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HERO HONDA SLEEK

The need for a stylish looking bike having Hero Honda's famous fuel economy

gave birth to sleek, the most beautiful bike on Indian Roads, in September

1989. It is a bike designed with the flair of International styling & meant to

arouse excitement in man who is driven by something beyond the ordinary.

Sleek always has its effect on people because of the reasons like

FEATURES

-Moves you even when it is standing still with a racy, streamlined sides

-Easy rider with new profile Handlebar & single-piece moulded seat

-Fuel Efficiency

-Trendy colours & slim good looks

-From HERO HONDA, after all

HERO HONDA CD DELUXE

ROUGH & RUGGED

HHML's commitment to its customer took the shape of CD DELUXE which

was launched in 2000.It adds a new dimensions of strength to HHs world

famous 4-Stroke Technology. It is another tough mobike -represents

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Toughness & Ability to handle even off the road for riding condition. All meant

to make the bike safer, sturdier & more stable than before .

FEATURES

Wider tyres to grip the road

Larger, reinforced Shock absorbers-to soak up bumps on unkind roads

Heavier body weight- to ensure balance & strength

Special Engine guard- to protect it from assault of sand, mud & stones etc.

HONDA SPLENDOR

DESIGNED TO EXCEL

Stylish fuel economy bike, having high mileage and suspension power.

excellent speed and velocity

FEATURES

Designed to excel in field of technology.

High suspension

Easy handling of brakes

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Passion plus

It is a bike designed with the flair of International styling & meant to arouse

Excitement in man who is driven by something beyond the ordinary .

FEATURES

Famous4-StrokeTechnology.

Stylish, smart looking, excellent fuel efficiency

-Trendy colours & slim good looks

GLAMOUR

New style of new generation.125 cc bike with high style fuel capacity. bike

is facilitated with high world efficient technology.glamourous passionate

looks.

FEATURES

Stylish look

Efficient fuel capacity up to 16 liters

New range of handling capacity

Featuring fuel ignition technology

Varied colours and styles

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GLAMOUR PGM FI

Featuring the Japanese technoly of handing the fuel-ignition linkage in case of

sudden stoppage or accident.

New technology has added a landmark in the field of speed,

Style, comfort and luxury

ACHIEVER

Achiever has acted as a land mark of speed and passion loving for new

Generation.

New designed high framed enginesSpeed reaching in speedometers upto 180 km.New age of automobiles.Elastic,cool,upwards straight seats.Bikes ranging in various lovable colours.

CBZ XTREME

Fifth generation bikes,huge mileage,well fuel efficiencySports bike main stress on sped and looksRPM ranging upto 5000rpm.

Handling is comfortable0-90 km in just 6 seconds.Lovely rash colours

HUNK

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Acting as a machine horse

High in every field sped,comfort,mileage,style,looks,features.

Creating zero noise pollution

Excel in Japanese measurement ofmechanism.

Fuel tank stylish and big

Trendy pleasing look for heavy luxurious people

KARIZMA

Varied luxurious colours

Heavy gaint appealing look,featuring high sped.

Antilocking system

Costlier and noise less

Featuring a new range of electronic meter

Lights and looks are trendy

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PROBLEMS FACED BY THE

COMPANY

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INDUSTRY CHALLENGES AND OPPORTUNITIES

The Indian two-wheeler industry saw an increase of 15 percent during the

year. Two-wheeler sales crossed 7.5 million units mark, which accounted for

more than 80 percent of domestic auto sales. Motorcycles shared around 82

percent of the entire two-wheeler sales. However, industry margins came

under some pressure during the year in review because of an increase in input

prices of steel, aluminum and rubber. Operating margins were also affected on

account of erratic power supplies and high costs of back up power.

Nevertheless, the upside potential for the future is still extremely high because

of the sheer potential for volume growth. I believe that your Company has

barely scratched the surface in terms of optimizing potential. According to

NCAER, there are about 225 million people about 22 per cent of the

populationwho live in households that have an annual income range of Rs.

90,000-200,000. Large towns (population of over 500,000) have about 30 per

cent of this population, while rural India has about half of this income group.

These groups are the real growth engines for the great Indian dream, because

at these levels, a number of inspirational and discretionary purchases (which

includes two-wheelers) are within reach. Against this backdrop, your Company

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should be able to comfortably sustain double-digit growth in the medium to

long term, despite increasing competition.

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OBJECTIVES OF THE

STUDY

OBJECTIVES

To analyse the social status, economic status, tastes, preferences, reasons

behind purchase of Hero Honda Customers.

To overview various Hero Honda products image among competitors

To protect customers interest for companies products

To make an overall assessment of specified market to provide a better new

age of automobile industry

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RESEARCH METHODOLOGY

RESEARCH METHODOLOGY

All progress is born of inquiry, doubt is often better than

over confidence for it leads to inquiry leads to invention is

a famous Hudsons dictum in context of which the significance of

research can well be understood.

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1. I visited the dealers & customers and gathered information required by the

questionnaire.

2. For employing strong based to the research I tried to inquire the positions

of HERO HONDA MOTORS LTD., motorcycles and how satisfied they are

with them if they are already selling those.

3. Final ranks were obtained by giving weight to individual ranks possessed

by the respondent to make the research more reliable. Coding and tabulation

of data were made for the purpose of analysis and to give it a graphical view.

RESEARCH PURPOSE

To analyze customers buying behavior regarding leading brands

of Hero Honda

To identify the major segment of bike lovers

To know there requirements regarding features, mileage

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RESEARCH DESIGN

Sample survey: Retailers and customers

Area of survey: Delhi and Noida

Data type: Primary data and secondary data

Sample selection: Convenience

Data collection method

The data for research report was collected by customers during marketing of

products and with retailers

RESEARCH INSTRUMENT

Questionnaire and observation are two basic methods of collecting primary

data. In my study we have employed both the methods for the collection of

primary data that suffices all research objectives. Secondary data sources like

catalogue of company, product range book of the company are also used.

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DATA ANALYSIS

GRAPHICAL REPRESENTATION

TABULAR REPRESENTATION

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GRAPHICAL REPRESENTATION

Brand Awareness among the consumer based on 1st response

No of respondents=350

0

1 0

2 0

3 04 0

5 0

6 0

H e r o

h o n d a

B a ja j O t h e rs

N o . o f c u s

% a g e

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Familiarity of Brands in four stroke segment

No of respondents 200

BrandName No of customer %ageHEROHONDA 88 44.00BAJAJ 62 31.00TVS 25 12.50LML 25 12.50

TABULAR REPRESENTATION

HERO HONDA CUSTOMER PROFILE ANALYSIS

AGE (in absolute figures and %)

Age(Yrs) CD 100 CD deluxe SPLENDOR KARIZMA18-25 9 32.14 13 29.5 76 35.8 8 5026-30 9 32.14 13 29.5 61 28.8 5 31.331-35 5 17.85 7 16 39 18.4 1 6.3

36-40 2 7.14 7 16 15 7.1 2 12.541-45 2 7.14 5 11.4 7 3.3 0 6.2546-50 1 3.57 1 2.3 10 4.7 0 050&above 0 0 0 0 4 1.9 0 0BASE 28 44 212 16

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EDUCATION (in absolute figures and %)

EDUCATION CD 100 CD deluxe HUNK CBZUpto matric

HSC/SSC

7 25 6 13.6 24 11.3 2 12.5

Attended College 6 21.4 11 25 25 11.8 4 25Diploma 5 17.9 6 13.6 21 9.9 3 18.8Graduate Post 1 3.6 8 18.2 25 11.8 2 12.5Graduate 7 25 7 15.9 60 28.3 2 12.5Professional 1 3.6 6 13.6 32 15.1 0 0

Degree 1 3.6 0 0 25 11.8 3 18.75BASE 28 44 212 16

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OCCUPATION (in absolute figures and %)

OCCUPATION CD 100 CD deluxe SPLENDOR KARIZMAStudent 2 7.1 7 16 37 17.5 7 43.75Officer/executive 1 3.6 10 22.7 64 30.2 2 12.5Own Shop/Trader 8 28.6 10 22.7 32 15.1 2 12.5Bussiness/industry 4 14.3 9 20.5 29 13.7 4 25Employed Self 5 17.9 5 11.4 33 15.6 0 0Farmer/farm related 6 21.4 0 0 2 .9 0 0Retired 0 0 1 2.3 0 0 0 0Unemployed 1 3.6 1 2.3 5 2.4 0 0Others 1 3.6 1 2.3 16 7.5 1 6.25BASE 28 44 212 16

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INCOME (in absolute figures and %)

INCOME CD100 SPLENDOR HUNK CBZUpto 5000 10 35.7 10 22.7 35 16.6 0 05001-7000 5 17.9 13 29.5 76 35.8 0 07001-10000 5 17.9 15 34.1 56 26.4 2 12.510001-15000 8 28.6 5 11.4 22 10.4 2 12.515001-20000 0 0 1 2.3 8 3.8 4 2520001 & above 0 0 0 0 15 7.1 8 50BASE 28 44 212 16

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INTENSITY OF PURCHASE (in absolute figures and %)

INTESITYOF

PURCHASE

CD100 CD deluxe SPLENDOR KARIZMA

Never 11 39.3 27 61.4 50 44.6 13 81.3Once 9 32.1 11 25 40 35.7 3 18.8Twice 6 21.4 6 13.6 15 13 0 0Three times 2 7.1 0 0 4 3.6 0 0Four times

and above

0 0 0 0 3 2.7 0 0

BASE 28 44 212 16

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PURPOSE OF USE (in absolute figures and %)

PURPOSEOF USE

CD100 CDdeluxe SPLENDOR CBZ

Commuting

to and from

work

11 39.3 18 41 114 53.8 2 12.5

Going to

school &

college

7 25 7 16 30 14.2 7 43.8

Going out

with family

7 25 8 18.2 18 8.5 2 12.5

Carrying

goods or

bussiness

1 3.6 3 6.8 10 4.7 0 0

Office/

bussiness

related

travel

2 7.1 5 11.4 56 26.4 5 31.3

Others 0 0 0 0 0 0 0 0BASE 28 44 212 16

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USAGE AREA (in absolute figures and %)

USAGE AREA CD100 CDdeluxe SPLENDOR CBZWith in city 15 53.6 28 63.6 176 83 9 56.3On highways 5 17.9 8 18.2 11.7 13.2 5 31.3Rural areas 8 28.6 8 18.2 8 3.8 2 12.5BASE 28 44 212 16

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INTERPRETATION

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AGEWISE :

Hero Honda bikes are more popular among age group18-30yrs.

OCCUPATION WISE:

Officer/Executives and Industry related people have an important role to play

in purchase of all kinds of bikes. Retired and unemployed are found to be least

interested.

INCOMEWISE

High-income groups and very high-income groups (i.e. above 15000) have a

very limited share in purchase. Majorly preferred by people falling in income

group upto Rs. 10000.

REASONS FOR PURCHASEWISE :

Good looks, ease of driving and fuel economy are the main reasons for

purchase of all Hero Honda bikes. CBZ has been successful in attracting

customers because of its features like good looks, ease of driving, disk

brakes etc.

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EDUCATIONWISE :

Overall educational levels are low. Respondents up to metric, HSC/SSC and

graduates are more active than the post graduates and the professional

degree holders. Share of professionals is considerably low.

USAGEWISE :

All the bikes are majorly used within the city only. Use in villages/rural areas is

very low.

PURPOSE OF USE :

The major purpose of usage is commuting to work. Office and business

related travels also accounts for a considerably percentage of usage.

RESIDENCEWISE :

A major portion of buyers is residing in urban areas. The numbers of

buyers residing in rural areas is considerably high in case of SPLENDOR

and less in case of CBZ.

INTENSITY OF PURCHASE WISE

First time purchase prevailing. Less repeated purchases.

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SWOT ANALYSISOF

HERO HONDA MOTORLIMITED

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STRENGTH

Technical and financial collaboration with Honda.

Wide range of motor bike

Extensive research and development both in house developmentfacility

interface with other independent engineering units.

Large and competitive workforce.

Producing challenging product in market

WEAKNESS

Insufficient in capturing the southern market in India.

Not using brand loyalty for the customers

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OPPORTUNITY

Boast up production to fully utilize the installed capacity

To take the monopoly in motor vehicle category where the competitionis much more increased.

Effectively meet the demand created by way of operation victorcreating awareness among the rural consumers.

THEARATS

Sever competition by light motor and heavy vehicle faced from the sideBAJAJ.

Stiff competition with BAJAJ AUTO which has now increase market withactive participation in both northern and southern market.

Change in Government fiscal policy towards import and customer duty.

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FINDINGS

The age group 22-35 year figures out to be very much aware regarding

two wheelers.

Mileage was given top priority

Style and power considered most purchasing PowerPoint today.

People want to less maintenance of two wheelers.

The percent of rural and urban market is as 35% and 65%.

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RECOMMENDATIONS AND

SUGGESTIONS

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RECOMMENDATIONS

It seems that Hero Honda has not been successful in penetrating the rural

market. There is a large scope for the company in rural areas. Marketing

efforts should be directed towards the rural segment. Massive

advertisement with highly specialized ad-message towards people in rural

areas should be made.

Repeated extending various promotional schemes such as Exchange offer

should encourage purchases, Road Tax off offer etc which have been

already adopted in case of Street to others models.

CBZ has been successful in attracting customers because of its special

features and good looks. Such features should be focused in advertisement

messages.

Professionals have a low share in purchase. They should be targeted with a

bike to suit their personality and requirements.

High-income groups and very high-income groups should be targeted as

they also have a slow share in purchases. A new high priced bike can be

launched to attract them with highly specialized unique features

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APPENDIX

BIBLIOGRAPHY

BOOKS

MARKETING MANAGEMENT PHILIPKOTLER

FUNDAMENTALS OF MARKETING W. STANTON

NEWSPAPERS

THE INDIAN EXPRESS

THE TIMES OF INDIA

THE ECONOMIC TIMES

MAGAZINES

INDIA TODAY

BUSINESS WORLD

WEBSITE

HEROHONDA.COM

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QUESTIONNARE

CONSUMER OPINION REGARDING LEADING BRANDOF HERO HONDA BIKE IN INDIA

NAME :

AGE :

PROFESSION :

INCOME :

ADDRESS :

DATE :

CUSTOMER SATISFACTION

1. Name of the brand you are familiar with in the two wheeler segment.

1.Hero Honda 2.Bajaj 3.Others

2. Are you satisfied with the company service process?

1. Yes 2.No

2. How much percent of repeat Business.

1.25 2.50 3.75 4.None of them

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4. Do you know that HERO HONDA is going to launch

New product MOTOR CYCLE?

1. Yes 2.No

5. How much importance you give to the mind set of your family regarding

bike buying?

A. Extremely important B. Very important

C. Some what important D. Not very important

6. List the features in a row that you will prefer first while purchasing a new

model.

1. EXTERIOR STYLING

2. PRICE

3. BRAND NAME

4. SAFETY

5. COLOUR

6. TECHONOLOGY

7. MILAGE

8. ENGINE CAPACITY

9. WARANTY

7. Do you use your bike for family business or just a ride?

1. Family 2.Just for fun

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8. How much you are educated?

1. High school 2. Intermediate 3. Graduate 4. Post graduate

9. What is your intensity of purchasing of vehicle ?

1.never 2. Once 3. Thrice 4. Four times and above

10.What is the purpose of purchasing?

11.For what kind of usage you are purchasing the vehicle?

.

consumer opinion regarding leading brand of hero honda bike in india

Documents