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RESEARCH TEAM

Ravinder Varma

Priyanka Sardey

Neeraj Updhayay

Neetu Waghmare

Falguni Sampat



EXECUTIVE SUMMARY

Expand capabilities.

1869 - First motor driven bicycles.

1955 - Need of Bikes by Indian government

The growth of motorcycle segment In India.

Why do People use Bikes ?



WHY THIS TOPIC ?????

Consumer behavior.

In-depth knowledge of consumer behavior

Bikes are integral part of every middle class family.

Psychology behind buying a particular brand of bike.

Particularly Hero Honda because

it¶s a popular brand and a trusted

one for its quality.



HISTORY OF COMPANY

Type:

Public company

Founded : January 19, 1984

Headquarters : Haryana, Indian

Key People : Brijmohan Lall Munjal

(Chairman and managing Director)

Industry : Automotive

Produce : Motorcycle



CONSUMER BUYING BEHAVIOUR

Behavior of human being during the purchase is beingtermed as ³Buyer Behavior´

What¶s the main aim?

What does the buyer behavior refer to?

Consumer behavior- never simple.



TYPES OF RESEARCH

Descriptive Research :

1.It is a statistical Research.2.In short descriptive research deals with everything that

can be counted and studied.

3.It will give answer to all the questions ± who, what ,

where, when and how.

Qualitative Research

1.Qualitative researchers aim to gather an in-depth

understanding of human behavior and the reasons that

govern such behavior.2.Variables are

- Monetary factors - Spending habits

- Psychology - Media factors

- Influential factors - Value for money factors



RESEARCH PROCESS

1. Formulating the Research Problem2. Extensive Literature Review

3. Developing the objectives/working hypotheses.

4. Preparing the Research Design including Sample

Design

5. Collecting the Data6. Execution of the project

7. Analysis of Data

8. Hypotheses Testing

9. Generalization and Interpretation

10. Preparation of the Report or Presentation of Results-

Formal write ups of conclusions reached.



RESEARCH ± FLOW CHART



LITERATURE REVIEW

www.herohonda.com

Auto Magazine -

Overdrive - Dec 2009

Articles on Hero Honda Bikes ( Internet ) ± Advertising and Marketing Strategies

Annual Report ± August 2008 - 09



OBJECTIVES

To study consumers information search and evaluationprocess.

To evaluate the factors influencing consumers in forming

purchase decision

To know consumer behavior for purchase of two wheeler

bike.

To find the most influencing factors in media responsible

for decision-making.

To know market position of Hero Honda bike in the

market.



WORKING HYPOTHESIS

Decision Making Report for Hero Honda MarketingManager

Scope of Hypothesis

The main scope of the study is limited to Mumbai city.

It also analyses the benefits accruing to the company as

a result of the service.

This study has been made to find the level of

satisfaction the customer has regarding the service

provider.



RESEARCH DESIGN

Non ± Experimental Research

Statistical Design :

To collect the primary data, questionnaire is prepared.

Types of question asked :

- Open-ended question

- Multiple-choice question

Who is to be surveyed ?- All people ranging from 18 yrs & above.

- Occupation wise

- Income wise

- Other Parameters



Variables Involved :

Dependent Variables :

Age Occupation

Income Decision maker

Features of Bike Attractiveness of Schemes

Spending habits Influential factors

Value for money Psychology

Extraneous Variables :Source of Finance Particular Dealer

Media Factor Service provided by Dealer

RESEARCH DESIGN «. ( cont )



3rd Phase !!



Source of Data :

Primary Data :

To collect the primary data questionnaire is prepared with

open ended and close ended questions including personal

details.

Secondary Data :

Secondary data can be used as basis for comparison withprimary data. ( Literature discussed before in 2nd phase )

SAMPLING



SAMPLE PLAN

Population

Sample

Mumbai City

All peoplehaving

Bikes



Target Population : Mumbai City

Sampling Frame : All People having two wheeler

irrespective of any Bike Brand.

Sampling Method :

Probability - Simple Random Sampling supplemented

with convenience sampling .

Sampling Unit : All people aged 18 & Above .

Determining Sampling Size : 100 sample size as per

convenience and for accurate analysis and interpretation of

data

SAMPLE PLAN



4th Phase !!

Will be Collecting the data

And Execution of the project !!



««to be continued

final honda bike03

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