Consumer Buying Behaviour

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PROBLEM DEFINATION

To know the best consumer buying behavior and demand into the minds of consumer of Hyderabad & Secundrabad 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 Honda bike. So the researcher problem is to identify what are the criteria that prospective customer takes into consideration before buying the motorcycles.

OBJECTIVES OF STUDY

 To know market position of Hero Honda bike in the market.  To know consumer behavior for purchase of two wheeler bike.

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SCOPE OF STUDY

 The main scope of the study is limited to Hyderabad & Secundrabad 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.

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RESERCH METHODOLOGY
(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:

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

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(A) (B) (C)

Exploratory Descriptive 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 Honda PVT. LTD. So this makes the study a descriptive one.
(C) Sources of Data

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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 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.

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.

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(A) sample Site:-

The survey was conducted in Hyderabad & Secundrabad 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 Hyderabad & Secundrabad 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 result about buying behavior of bike. The sample size is 40 respondents.
(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.

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Statically Formula for Sample Size is:-

n=p*q (z/e) 2

Were,

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.

(E) Data Collection Method 8

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 :-

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.

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(F) 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 Honda 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 Honda is given best by consumer. Q = Probability of other company bike is given best by consumer. X = Hero Honda bike is purchased by consumer. N = Total no. of Respondents.

P = x/n =51/100
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=0.51 q =1-p i.e. 0.49 = p–q _______ _______ √ PQ _______ 100 = 0.51- 0.40 __________ __________ √ 0.49*0.4 ________ 100

Z calculation

=

0.11 ________ ________

√ 0.00196

=

0.11 _______ 0.04427

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= 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 Honda 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.

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CONSUMER BUYING BEHVIOUR

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 dispose 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.

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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 & 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:-

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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.

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.

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.

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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 to but the most preferred brand.

5. Post Purchase Behavior:-

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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.

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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 enviourmental influences such as the family social groups, culture, economics and business influences.

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INTRODUCTION TO MARKETING Markets:
The concepts of exchange and relationships lead to the concept of a market. A market is the set of actual and potential buyers of a product. These buyers share a particular need or want that can be satisfied through exchange relationships. Marketing means managing markets to bring about profitable customer relationships. However, creating these relationships takes work. Sellers must search for buyers, identify must first create a need-satisfying marketing offer (product). It must decide how much it will charge for the offer (price) and how it will make the offer available target consumers (place). Finally, it must communicate with the target customers about the offer and persuade them of its merits (promotion).

Marketing:
Marketing is the business function that identifies customer needs and wants. Creating customer value and satisfaction are the heart of modern marketing thinking and practice. Marketing is the delivery of customer satisfaction at a profit.
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Many people think of marketing only as selling & advertising. But selling & advertising are only the tip of marketing. Marketing means managing markets to bring about exchanges and relationships for the purpose of creating value and satisfying needs & wants.

Today, marketing must be understood not in the old sense of making a sale – „‟telling and selling‟‟ – but in the new sense of satisfying customer needs. If the marketer does a good job of understanding consumer needs; develops products that provide superior value; and prices, distributes, and promotes them effectively, these products will sell very easily. Thus, selling and advertising are only part of a larger „‟marketing mix‟‟ – a set of marketing tools that work together to satisfy customer needs and build customer relationships. Broadly defined, marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging value with others. In a narrower business context, marketing involves building profitable, value – laden exchange relationships with customers. Hence, we define marketing as the process by which

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companies create value for customers and build strong relationships in order to capture value from customers in return.

Customer Needs, Wants, and Demands:
The most basic concept underlying marketing is that of human needs. Human needs are states of felt deprivation. They include basic physical needs for food, clothing, warmth, and safety: social needs for belonging and affection: and individual needs for knowledge and self – expression. These needs were not created by marketers: they are a basic part of the human makeup. Wants are the form human needs take as they are shaped by culture and individual personality. An American needs food but wants a Big Mac, French fries, and a soft drink. A person in Mauritius needs food but wants a mango. Rice, lentils, and beans. Wants are shaped by buying power, wants become demands. Given their wants and resources, people demand products with benefits that add up to the most value and satisfaction.

Marketing Management:
The analysis, planning, implementation and control of programs design to create, build and maintain beneficial exchanges with target buyers for the purpose of achieving organizational objectives.

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MARKETING MANAGEMENT CONCEPTS

Production

Produc t

Selling

Marketing

Societal

Production concept:
Management should focus on improving production and distribution efficiency. When the demand for a product exceeds the supply, management should looks for ways to increase production. When the products cost is too high, improved productivity is needed to bring it down.

Product concept:
Consumer will favour products that offer the most quality, performance and innovative features. Thus, an organization should devote energy to making continues product improvements.

Selling concept:
Consumers will not buy enough of the organizations products unless its under takes large-scale selling and promotion effort.
Existing products Selling & promoting 22 Profits through sales volume

Factory

Selling:
Selling is also important function of marketing. It is the process where by goods and services finally flow to the customers who need them. Selling focuses on the needs of the seller.

Marketing concept:
The marketing concept holds that achieving organizational goals depends on determining the needs and wants of target markets and delivering the desired satisfaction more effectively and efficiently than to competitors.

Market

Customer needs

Integrated marketing

Profits through customer satisfaction

Marketing means obtaining customers. Marketing focuses on the needs of the purchaser. Makes profits by creating long term customer relationships based on customer value and satisfaction.

Societal concept:
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The societal marketing concept holds that the organization should determine the needs, wants and interests of target markets.

Society (Human welfare)

Consumers (Want satisfaction)

Company (Profits)

Marketing Mix (4 Ps):
Marketing mix includes the set of controllable, tactical marketing tools in the target market.  Product means the goods and services combination the company offer to the target market. Ex: Nuts & Bolts, Spark plugs, Pens & Pencils etc.  Price is the amount of money customers have to pay to obtain the product.  Place includes company activities that make the product available to target consumers  Promotion means activities that communicate the merits of the product and persuade target customers to buy it. Ford spends

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money each year for advertising to tell consumer about the company and its product.

Product
Product variety Quality & Design Features Brand name Packaging & Services Warranties & Returns

Price
List price Discounts Allowances Payment period Credit terms Target Custome rs

Place
Channels Coverage & Locations Assortments Inventory Transportations Logistics

Promotion
Advertising Personal selling Sales promotion Public relations

Marketing
Marketing is the process by which companies determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development.[1] It is an integrated process through which companies create value for customers and build strong customer relationships in order to capture value from customers in return.[1] Marketing is used to identify the customer, to keep the customer, and to satisfy the customer. With the customer as the focus of its activities, it can be concluded that marketing management is one of the major components

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of business management. The evolution of marketing was caused due to mature markets and overcapacities in the last 2-3 centuries.[citation to stay profitable.[citation needed] The term marketing concept holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions.[2] It proposes that in order to satisfy its organizational objectives, an organization should anticipate the needs and wants of consumers and satisfy these more effectively than competitors.[2] Marketing is defined by the American Marketing Association (AMA) as "the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large."[3] The term developed from the original meaning which referred literally to going to a market to buy or sell goods or services. Seen from a systems point of view, sales process engineering views marketing as "a set of processes that are interconnected and interdependent with other functions,[4] whose methods can be improved using a variety of relatively new approaches." The Chartered Institute of Marketing defines marketing as "the management process responsible for identifying, anticipating and satisfying customer requirements profitably."[5] A different concept is the value-based marketing which states the role of marketing to contribute to increasing shareholder value.[6] In this context, marketing is defined as "the management process
needed]

Companies then shifted the focus from production to the customer in order

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that seeks to maximise returns to shareholders by developing relationships with valued customers and creating a competitive advantage."[6] Marketing practice tended to be seen as a creative industry in the past, which included advertising, distribution and selling. However, because the academic study of marketing makes extensive use of social sciences, psychology, sociology, mathematics, economics, anthropology and

neuroscience, the profession is now widely recognized as a science, allowing numerous universities to offer Master-of-Science (MSc) programmes. The overall process starts with marketing research and goes through market segmentation, business planning and execution, ending with pre and postsales promotional activities. It is also related to many of the creative arts. The marketing literature is also adept at re-inventing itself and its vocabulary according to the times and the culture. Evolution of marketing An orientation, in the marketing context, relates to a perception or attitude a firm holds towards its product or service, essentially concerning consumers and end-users. Throughout history marketing has changed considerably as consumer tastes are changing faster.[7] Earlier approaches The marketing orientation evolved from earlier orientations namely the production orientation, the product orientation and the selling orientation.[7][8]

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Orientation

Profit driver

Western European Description timeframe A firm focusing on a production orientation specializes in producing as much as possible of a given product or service. Thus, this signifies a firm exploiting economies of

Production[8]

Production until methods 1950s

the scale, until the minimum efficient scale is reached. A production orientation may be deployed when a high demand for a product or service exists, coupled with a good certainty that consumer tastes do not rapidly alter (similar to the sales orientation). A firm employing a product orientation is

Quality of Product[8] the product

until 1960s

the

chiefly concerned with the quality of its own product. A firm would also assume that as long as its product was of a high standard, people would buy and consume the product. A firm using a sales orientation focuses primarily on the selling/promotion of a

Selling[8]

Selling methods

1950s and 1960s

particular product, and not determining new consumer desires as such. Consequently, this entails simply selling an already existing product, and using promotion techniques to attain the highest sales possible.

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Such an orientation may suit scenarios in which a firm holds dead stock, or otherwise sells a product that is in high demand, with little likelihood of changes in consumer tastes diminishing demand. The marketing orientation is perhaps the most common orientation used in

contemporary marketing. It involves a firm essentially basing its marketing plans around Needs and 1970 Marketing[8] wants of present to the marketing concept, and thus supplying products to suit new consumer tastes. As an example, a firm would employ market research to gauge consumer desires, use R&D to develop a product attuned to the revealed information, and then utilize

customers day

promotion techniques to ensure persons know the product exists.

Contemporary approaches Recent approaches in marketing is the relationship marketing with focus on the customer, the business marketing or industrial marketing with focus on an organization or institution and the social marketing with focus on benefits
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to the society.[9] New forms of marketing also uses the internet and are therefore called internet marketing or more generally e-marketing, online marketing, search engine marketing, desktop advertising or affiliate marketing. It tries to perfect the segmentation strategy used in traditional marketing. It targets its audience more precisely, and is sometimes called personalized marketing or one-to-one marketing.
Western Profit driver European timeframe Building and Relationship keeping 1960s to marketing / good present Relationship customer day management[9] relations Orientation

Description

Business marketing / Industrial marketing

Social marketing

Emphasis is placed on the whole relationship between suppliers and customers. The aim is to give the best possible attention, customer services and therefore build customer loyalty. In this context marketing takes place between businesses or organizations. Building and The product focus lies on industrial keeping 1980s to goods or capital goods than consumer relationships present products or end products. A different between day form of marketing activities like organizations promotion, advertising and communication to the customer is used. Similar characteristics as marketing orientation but with the added proviso 1990s to Benefit to that there will be a curtailment on any present society harmful activities to society, in either day product, production, or selling methods.

Customer orientation A firm in the market economy survives by producing goods that persons are willing and able to buy. Consequently, ascertaining consumer demand is vital for a firm's future viability and even existence as a going concern. Many companies today have a customer focus (or market orientation). This
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implies that the company focuses its activities and products on consumer demands. Generally there are three ways of doing this: the customer-driven approach, the sense of identifying market changes and the product innovation approach. In the consumer-driven approach, consumer wants are the drivers of all strategic marketing decisions. No strategy is pursued until it passes the test of consumer research. Every aspect of a market offering, including the nature of the product itself, is driven by the needs of potential consumers. The starting point is always the consumer. The rationale for this approach is that there is no point spending R&D funds developing products that people will not buy. History attests to many products that were commercial failures in spite of being technological breakthroughs.[10] A formal approach to this customer-focused marketing is known as SIVA[11] (Solution, Information, Value, Access). This system is basically the four Ps renamed and reworded to provide a customer focus. The SIVA Model provides a demand/customer centric version alternative to the well-known 4Ps supply side model (product, price, placement, promotion) of marketing management. If any of the 4Ps had a problem or were not there in the marketing factor of the business, the business could be in trouble and so other companies may appear in the surroundings of the company, so the consumer demand on its products will become less. Organizational orientation

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In this sense, a firm's marketing department is often seen as of prime importance within the functional level of an organization. Information from an organization's marketing department would be used to guide the actions of other departments within the firm. As an example, a marketing department could ascertain (via marketing research) that consumers desired a new type of product, or a new usage for an existing product. With this in mind, the marketing department would inform the R&D department to create a prototype of a product/service based on consumers' new desires. The production department would then start to manufacture the product, while the marketing department would focus on the promotion, distribution, pricing, etc. of the product. Additionally, a firm's finance department would be consulted, with respect to securing appropriate funding for the development, production and promotion of the product. Inter-departmental conflicts may occur, should a firm adhere to the marketing orientation. Production may oppose the installation, support and servicing of new capital stock, which may be needed to manufacture a new product. Finance may oppose the required capital expenditure, since it could undermine a healthy cash flow for the organization. Herd behavior Herd behavior in marketing is used to explain the dependencies of customers' mutual behavior. The Economist reported a recent conference in Rome on the subject of the simulation of adaptive human behavior.[12] It shared mechanisms to increase impulse buying and get people "to buy more by playing on the herd instinct." The basic idea is that people will buy more of products that are seen to be popular, and several feedback mechanisms to
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get product popularity information to consumers are mentioned, including smart card technology and the use of Radio Frequency Identification Tag technology. A "swarm-moves" model was introduced by a Florida Institute of Technology researcher, which is appealing to supermarkets because it can "increase sales without the need to give people discounts." Other recent studies on the "power of social influence" include an "artificial music market in which some 14,000 people downloaded previously unknown songs" (Columbia University, New York); a Japanese chain of convenience stores which orders its products based on "sales data from department stores and research companies;" a Massachusetts company exploiting knowledge of social networking to improve sales; and online retailers who are increasingly informing consumers about "which products are popular with like-minded consumers" (e.g., Amazon, eBay). Further orientations


An emerging area of study and practice concerns internal marketing, or how employees are trained and managed to deliver the brand in a way that positively impacts the acquisition and retention of customers, see also employer branding.



Diffusion of innovations research explores how and why people adopt new products, services and ideas.



With consumers' eroding attention span and willingness to give time to advertising messages, marketers are turning to forms of permission marketing such as branded content, custom media and reality marketing.

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Marketing research Main article: Marketing research

Marketing research involves conducting research to support marketing activities, and the statistical interpretation of data into information. This information is then used by managers to plan marketing activities, gauge the nature of a firm's marketing environment and attain information from suppliers. Marketing researchers use statistical methods such as quantitative research, qualitative research, hypothesis tests, Chi-squared tests, linear regression, correlations, frequency distributions, Poisson distributions, binomial distributions, etc. to interpret their findings and convert data into information. The marketing research process spans a number of stages including the definition of a problem, development of a research plan, collecting and interpretation of data and disseminating information formally in form of a report. The task of marketing research is to provide management with relevant, accurate, reliable, valid, and current information.

A distinction should be made between marketing research and market research. Market research pertains to research in a given market. As an example, a firm may conduct research in a target market, after selecting a suitable market segment. In contrast, marketing research relates to all research conducted within marketing. Thus, market research is a subset of marketing research.

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Marketing environment Main article: Marketing environment Market segmentation Main article: Market segmentation Market segmentation pertains to the division of a market of consumers into persons with similar needs and wants. As an example, if using Kellogg's cereals in this instance, Frostiest are marketed to children. Crunchy Nut Cornflakes are marketed to adults. Both goods aforementioned denote two products which are marketed to two distinct groups of persons, both with like needs, traits, and wants. The purpose for market segmentation is conducted for two main issues. First, a segmentation allows a better allocation of a firm's finite resources. A firm only possesses a certain amount of resources. Accordingly, it must make choices (and appreciate the related costs) in servicing specific groups of consumers. Furthermore the diversified tastes of the contemporary Western consumers can be served better. With more diversity in the tastes of modern consumers, firms are taking noting the benefit of servicing a multiplicity of new markets. Market segmentation can be defined in terms of the STP acronym, meaning Segment, Target and Position. Types of marketing research

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Marketing research, as a sub-set aspect of marketing activities, can be divided into the following parts:


Primary research (also known as field research), which involves the conduction and compilation of research for the purpose it was intended.



Secondary research (also referred to as desk research), is initially conducted for one purpose, but often used to support another purpose or end goal.

By these definitions, an example of primary research would be market research conducted into health foods, which is used solely to ascertain the needs/wants of the target market for health foods. Secondary research, again according to the above definition, would be research pertaining to health foods, but used by a firm wishing to develop an unrelated product. Primary research is often expensive to prepare, collect and interpret from data to information. Nonetheless, while secondary research is relatively inexpensive, it often can become outdated and outmoded, given it is used for a purpose other than for which is was intended. Primary research can also be broken down into quantitative research and qualitative research, which as the labels suggest, pertain to numerical and non-numerical research methods, techniques. The appropriateness of each mode of research depends on whether data can be quantified (quantitative research), or whether subjective, non-numeric or abstract concepts are required to be studied (qualitative research). There also exists additional modes of marketing research, which are:
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Exploratory research, pertaining to research that investigates an assumption.

 

Descriptive research, which as the label suggests, describes "what is". Predictive research, meaning research conducted to predict a future occurrence.



Conclusive research, for the purpose of deriving a conclusion via a research process.

Marketing planning This section may require cleanup to meet Wikipedia's quality standards. Please improve this section if you can. (October 2009) The area of marketing planning involves forging a plan for a firm's marketing activities. A marketing plan can also pertain to a specific product, as well as to an organization's overall marketing strategy. Generally speaking, an organization's marketing planning process is derived from its overall business strategy. Thus, when top management are devising the firm's strategic direction or mission, the intended marketing activities are incorporated into this plan. There are several levels of marketing objectives within an organization. The senior management of a firm would formulate a general business strategy for a firm. However, this general business strategy would be interpreted and implemented in different contexts throughout the firm. Marketing strategy The field of marketing strategy encompasses the strategy involved in the management of a given product.
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A given firm may hold numerous products in the marketplace, spanning numerous and sometimes wholly unrelated industries. Accordingly, a plan is required in order to manage effectively such products. Evidently, a company needs to weigh up and ascertain how to utilize effectively its finite resources. As an example, a start-up car manufacturing firm would face little success, should it attempt to rival immediately Toyota, Ford, Nissan or any other large global car maker. Moreover, a product may be reaching the end of its life-cycle. Thus, the issue of divest, or a ceasing of production may be made. With regard to the aforesaid questions, each scenario requires a unique marketing strategy to be employed. Below are listed some prominent marketing strategy models, which seek to propose means to answer the preceding questions. Marketing specializations With the rapidly emerging force of globalization, the distinction between marketing within a firm's home country and marketing within external markets is disappearing very quickly. With this occurrence in mind, firms need to reorient their marketing strategies to meet the challenges of the global marketplace, in addition to sustaining their competitiveness within home markets.[13] Buying behavior A marketing firm must ascertain the nature of the customers buying behavior, if it is to market its product properly. In order to entice and persuade a consumer to buy a product, marketers try to determine the behavioral process of how a given product is purchased. Buying behavior is

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usually split in two prime strands, whether selling to the consumer, known as business-to-consumer (B2C) or another business, similarly known as business-to-business (B2B). B2C buying behavior This mode of behavior concerns consumers, in the purchase of a given product. As an example, if one pictures a pair of sneakers, the desire for a pair of sneakers would be followed by an information search on available types/brands. This may include perusing media outlets, but most commonly consists of information gathered from family and friends. If the information search is insufficient, the consumer may search for alternative means to satisfy the need/want. In this case, this may be buying leather shoes, sandals, etc. The purchase decision is then made, in which the consumer actually buys the product. Following this stage, a post-purchase evaluation is often conducted, comprising an appraisal of the value/utility brought by the purchase of the sneakers. If the value/utility is high, then a repeat purchase may be bought. This could then develop into consumer loyalty, for the firm producing the pair of sneakers. B2B buying behaviour Relates to organizational/industrial buying behavior.[14] B2C and B2B behavior are not exact, as similarities and differences exist. Some of the key differences are listed below: In a straight re-buy, the fourth, fifth and sixth stages are omitted. In a modified re-buy scenario, the fifth and sixth stages are precluded. In a new buy, all aforementioned stages are conducted.
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Use of technologies Marketing management can also note the importance of technology, within the scope of its marketing efforts. Computer-based information systems can be employed, aiding in a better processing and storage of data. Marketing researchers can use such systems to devise better methods of converting data into information, and for the creation of enhanced data gathering methods. Information technology can aid in improving an MKIS' software and hardware components, to improve a company's marketing decision-making process. In recent years, the notebook personal computer has gained significant market share among laptops, largely due to its more user-friendly size and portability. Information technology typically progress at a fast rate, leading to marketing managers being cognizant of the latest technological developments. Moreover, the launch of smart phones into the cell phone market is commonly derived from a demand among consumers for more technologically advanced products. A firm can lose out to competitors, should it refrain from noting the latest technological occurrences in its industry. Technological advancements can facilitate lesser barriers between countries and regions. Via using the World Wide Web, firms can quickly dispatch information from one country to another, without much restriction. Prior to the mass usage of the Internet, such transfers of information would have taken longer to send, especially if via snail mail, telex, etc. Services marketing

40

Services marketing,[15] as the label suggests, relates to the marketing of services, as opposed to tangible products (in standard economic terminology, a tangible product is called a good). A typical definition of a service (as opposed to a good) is thus:


The use of it is inseparable from its purchase (,i.e. a service is used and consumed simultaneously)



It does not possess material form, and thus cannot be smelt, heard, tasted, or felt.



The use of a service is inherently subjective, in that due to the human condition, all persons experiencing a service would experience it uniquely.

As examples of the above points, a train ride can be deemed as a service. If one buys a train ticket, the use of the train is typically experienced concurrently with the purchase of the ticket. Moreover, a train ride cannot be smelt, heard, tasted or felt as such. Granted, a seat can be felt, and the train can be evidently heard, nonetheless one is not paying for the permanent ownership of the tangible components of the train. Services (by comparison with goods) can also be viewed as a spectrum. Not all products are pure goods, nor are all pure services. The aforementioned example of a train ride can be deemed a pure service, whilst a packet of potato chips can be deemed a pure good. An intermediary example may be a restaurant (as the waiter service is intangible, and the food evidently is tangible in form).

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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

42

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 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.

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COMPANY PROFILE

PHOENIX MOTORS Pvt Ltd., is one of the biggest Hero Honda show rooms in the state. PHOENIX MOTORS Pvt Ltd., Was established on 21 st march 2003 as Hero Honda authorized dealer. Mrs. Madhumathi is the Managing Director of the company.
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PHOENIX MOTORS Pvt Ltd., is selling around 850 vehicles per month and around 120 employees are working in the company. Marketing and sales department has one Marketing Manager, four Marketing Executives and 12 members‟ sales team.

PHOENIX MOTORS Pvt Ltd. has a huge automated workshop for servicing of the vehicles. Daily around 100 vehicles are serviced and repaired in the servicing center. Workshop has one manager, four member Tech supervisors and skilled mechanics.

PHOENIX MOTORS Pvt Ltd. Had linked with HDFC, ICICI and Central Banks to finance the customers who wish to buy the vehicles in finance.

History OF COMPANY

45

Type

: Public company

Founded

: January 19, 1984

Headquarters : Haryana, Indian

Key People

: Brijmohan lall munjal

(Chairman and managing Director)

Industry

: Automotive

Produce

: Motorcycle, Scooters

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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 largest selling motorcycle its 2 plants are in Dharuhera and

47

Gurgaon, both in Haryana India. It specializes in dual use motorcycles that are low powered but very fuel efficient.

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 Honda, TVS Suzuki, Bajaj Kawasaki and Kinetic Honda. The entry of these foreign companies changed the Indian market

48

dynamics from the supply demand side. With a larger selection of twowheelers 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.

During the 80s, Hero Honda 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 Honda sold millions of bikes purely on the commitment of increased mileage. Hero Honda has consistently grown at double digits since inception; and today, every second motorcycle sold in the country is a Hero Honda. Every 30 seconds, someone in India buys Hero Honda'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 Honda values its relationship with customers. Its unique CRM initiative - Hero Honda 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 Honda understand its customers and deliver value at different price points, but has also created a loyal community of brand ambassadors.

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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 Honda has emerged as a world leader. The gap between motorcycles sold by Hero Honda and its closest rival is approximately 1 m units (23% of industry size). One of the reasons for the tremendous performance of Hero Honda 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 towards motorcycles has facilitated the growth of Hero Honda. However its performance vis-à-vis industry indicates that the performance of Hero Honda 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.

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Excellent Collaborator Relationship:

Hero Honda 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 Honda's worldwide operations. The Company has maintained excellent relationship with all stakeholders including its collaborators. Hero Honda has emerged as the most successful joint venture Company of Honda in the world, their relationship over 116 years old now.

INDUSTRY SCENARIO
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In the present scenario of automobile industry the major companies are: -

Manufacturers

Products

% of market share

HERO HONDA BAJAJ AUTO LML TVS YAMAHA ENFIELD

Motorbikes Scooter+Motorbikes+ Scooterate Scooter+Motorbike+Scootrate Motorbikes+Scootrate Motorbikes Motorbikes

75% market share 25% market share 30% market share 15% market share 15% market share 10% market share

According to the recent results company (Hero Honda) registered a sales increased by 24.5% over the past years. Same month TVS also registered increase of 45% while the other companies are not enjoying quiet good increase in sales. While the whole industry registered an increase of about 17% only. So in present scenario the Hero Honda comes as the leader of whole automobile segment while there is immense competition in industry to get the highest market share.

BRAND AMBASSADOR

52

The company signed the Indian skipper of cricket team Saurav Ganguly, Virendra Sehvag, Harbhajan Singh, Zaheer Khan & Yuvraj Singh as its brand ambassadors joining the add campaign together to promote “Ambition”. All of these celebrities are the member of Indian cricket team and very much popular in younger generation. In the last year with the launch of its new premium bike Karizama Hero Honda signed its new brand ambassador who is a cine star and is also very popular. He is Hritik Roshan.

Service Your Bike

Hero Honda has always taken a lead in terms of defining service standards in two wheeler industry with an aim to provide "Total Customer Satisfaction" for their valuable customers across the country and also internationally. We are constantly endeavoring to improve the quality of our service facilities at our Dealerships. The first and foremost step to achieve this was creating Automated Workshops at our Authorized Dealerships and Service Centers across the country.

Automated Workshops

53

Hero Honda has the largest chain of Automated Workshops providing service to their valuable customers by using latest service technology. Automated Workshops have standard layout, hydro electric motor cycle lifts, dust free engine rooms and use pneumatic tools and equipment to ensure quality repair in customers motorcycle. The workshop environment and usage of pneumatic tools increases mechanics efficiency and their motivation to provide quality service. The layouts have been standardized to ensure that there is a transparency of service. The customers can view their motorcycle repair while sitting comfortably watching TV or relaxing in the customer lounge. Workshop Automation has become a mandatory service standard for all Hero Honda Dealers and Service Centers.

Training The regular Technical Training Programmes for Dealers Workshop staff to keep them updated and refreshed about the latest price technology, product technical details as well as service and repair procedures to handle customers motorcycle with utmost care as well as to provide them the service quality of highest order is a focus area at Hero Honda. Hero Honda has six (06) training centers across the country. There are 05 zonal training centers of Pune, Bangalore, Calcutta, Chennai and Delhi to take care of technical training requirements of dealers in each zone as well as local technicians. There is a National Training Center at Dharuhera to take care of all advanced level technical programmes for our dealers staff and our in house service engineers. Hero Honda keeps an organizing Dealers Mechanics Contest at Zonal Level and National Level to develop competitive spirit
54

among mechanics as well as in the process to update their skills and product knowledge.

Customer Service

Hero Honda keeps on taking always-new initiatives to maintain its leadership on service as well as enhance customer satisfaction level on an ongoing basis. Some of the new initiatives related to customer service are as follows: · Service Advisors at Dealerships · Service Plus Scheme for customers · Pre Paid Reply Cards · Automated Mobile Service Workshops · Mega Millennium Camps · On the Job Training Programmes · Local Mechanics Training There are many more initiatives, which we keep on taking along with our dealers to keep our customers always in our mind on top priority.

Safety- "S4" Concept (Sales, Service, Spare Parts & Safety)

55

Hero Honda is also launching very soon a novel concept and a very major initiative - Safety at their S4 Dealerships (Sales, Spare Parts & Safety)

Safety Education to motorcycle customers shall be an integral part of Hero Honda's motorcycle delivery process at the showroom. Customers shall be educated on Safe Riding techniques through various audio visual aids. Safety Instructors shall be imparting riding skills as well as education to the customers. Dealers shall also conduct a major programme in their respective towns with the association of local traffic police on a regular basis on safety education and correct riding techniques.

CBZ

The Hero Honda CBZ (pronounced CeeBeeZee) is the latest offering from Hero Honda for the Indian market. With a 156cc engine, the company claims that the bike has a top speed of 100kph within 5.6 seconds. Though the bike has the largest displacement engine, its top speed doesn‟t match up to many of its competitors. In all other respects, it is a bit too early to decide whether the CBZ will sell in the
56

same numbers as the Splendor. Though the initial market response has been good, only time will be the final arbiter. Technical Specifications
Engine : Four-stroke/petrol Transmission : Four-speed Engine Displacement : 156cc Tachometer : Yes Max Power : 12.8b hp@8000 rpm Wheel base: 1,330mm Ground Clearance: 160mm Ignition : Electronic CDI Dry Weight: 140kg Fuel tank Capacity: 12.5itres Battery: 12V Max Torque: 1.26kgm@6500rpm Bore x stroke: 63.5mmx49.5mm Max Speed: 120kph Front Tyre size : 3.25x19" Rear Tyre size: 3.50x19"

Splendor
A combination of style and economy makes the Splendor is a bike worth investing in. The latest from the Hero Honda factory offers both performance and looks. It has good looks, excellent handling characteristics and a smooth

57

drive over any type of terrain, thanks to the changes in the suspension at front and near as well as the new frame design. All these features contribute to the Splendor being one of the best selling four stroke-two-wheelers in India. It also meets all the current pollution standards. A healthier beat, springy ride and overall low maintenance has aided in the record-breaking sales of this bike.

Technical Specifications
Engine : Four-stroke/petrol Transmission : Four-speed Engine Displacement : 97.2cc Tachometer : No Max Power : 7.2b hp@8500 rpm Wheel base : 1,230mm Ground Clearance : 159mm Ignition : Electronic Dry Weight : 100.3kg Fuel tank Capacity : 10.5itres Battery : 12V F/R suspension : Tel Hydraulic fork R/R suspension : Swing arm and Hydraulic damper Max Speed : 90kph Front Tyre size : 2.75x18" Rear Tyre size : 2.75x18"

S

58

t r e e t

1 0 0
The Street 100 is Hero Motor's latest two-wheeler on offer in the stepthrough category. The Hero Honda Street 100 is equipped with unique features like city-clutch, which is designed specially for city driving. It has rotary gears, which allow the rider to flip directly from the fourth gear to neutral once the bike has come to a halt, a must for the present „stop-and-go‟ traffic. A self-starter button comes as an option. The Street can be purchased with a variety of seat layouts and has options like a water pump, spray can, larger luggage tray, etc. Its major competitor is the much cheaper K4 from Kinetic. Major plus points that justify the higher price are the centrifugal clutch and the rotary gears. However, the liberal use of plastics negates much of the „feel good‟ factor and has hindered sales to a large extent. Technical Specifications
Engine : Four-stroke/petrol

59

Transmission : Four-speed Engine Displacement : 97.2cc Tachometer : N/A Max Power : N/A Wheel base : 1,205mm Ground Clearance : 133mm Ignition : Electronic Dry Weight : 101kg Fuel tank Capacity : 11litres Battery : 12V F/R suspension : Telescopic R/R suspension : Swing arm and Hydraulic dampers Max Speed : N/A Front Tyre size : 2.25x17" Rear Tyre size : 2.50x17"

CD100SS
The CD100SS is designed for those who live life in the fast lane, rough and tough, for those who would love to take a bike on the stumbling village roads. It shares almost all components with the CD100, except for the additional reinforcement. With larger, reinforced shock absorbers, wider tyres, heavier body weight and engine guard, the Hero Honda CD 100 SS weights slightly more, resulting in some cut down in the fuel economy it

60

offers. Minor problems of the CD100 have been rectified in the SS model. If you wish to ride into the hinterland, this is the bike for you. Technical Specifications
Engine : Four-stroke/petrol Transmission : Four-speed Engine Displacement : 97.2cc Tachometer : No Max Power : 7.0bhp@8000rpm Wheel base : 1,220mm Ground Clearance : 165mm Ignition : Electronic Dry Weight : 103kg Fuel tank Capacity : 10.1litres Battery : 12V F/R suspension : Tel Hydraulic fork R/R suspension : Swing arm and Hydraulic damper Max Speed : 85kph Front Tyre size : 2.57x18" Rear Tyre size : 3.00x18"

Features :
Engine Displacement 4-stroke, single cyclinder, air-cooled 97.2cc

61

Clutch type Clutch Primary Clutch Secondary Transmission Final Drive Ignition Starting Frame Suspension (Front) Suspension (Rear) Dimensions (LxWxH) Wheel Base Ground Clearance Dry Weight Tyres:Front/Rear Max.Power Max.Speed Fuel Tank Capacity

Manual Multi-plate wet 4-speed constant mesh Roller chain Electronic Kick starter T-Bone type Telescopic hydraulic fork Swing-arm with hydraulic dampers 1885x770x1060mm 1210mm 135 mm 95 kg 2.50"x18"/2.75"x18" 7.0 PS @ 8000 rpm 85 Kmph 10.1 ltr(1.3 ltr reserve)

A m

62

b i t i o n

1 3 5

Features :

Engine Displacement Maximum Power

4 stroke 133 cc 11 BHP / 11.15 PS @ 8000 rpm

63

Maximum Speed Gears Frame Tyres: (Front) Tyres: (Rear) Headlight Fuel Efficiency

100 KMPH 5 Tubular single cradle, diamond type 2.75 X 18 3.00 X 18 Trapezoidal 35 / 35 W 55 KMPL

C D D A W N

Features :

Engine

4-stroke, air-cooled, single cylinder OHC

64

Displacement Clutch Gear box Frame Battery Head lamp Suspension(front) Suspension(rear) Wheelbase Dimensions (LxWxH) Ground clearance Kerb weight Tyre (front) Tyre (rear) Max power Max torque Bore x Stroke Compression ratio Starting

97.2cc Multiplate wet 4 speed constant mesh Tubular double cradle 12V - 2.5 Ah 35W / 35W - Halogen bulb Telescopic hydraulic shock absorber Swing arm with hydraulic shock absorber 1230 mm 1980x720x1045 mm 150 mm 108 kgs 2.75 x 18-4 PR 2.75 x 18-6 PR 7.4 PS @ 8000 rpm 0.79 Kg-m @ 5000 rpm 50.0 x 49.5 mm 8.8: 1 Kick start

KARIZAMA

If you look at the 223c mill of the Karizma, you can make out the familiar streak that runs through the engines on the CBZ and the Ambition. No prizes on this count as to the reason but the 223cc Karizma engine represents - for the moment - the maximum capacity this modular design

65

theme can be taken to. The crankcase is of virtually the same size though the covers do have some detail differences and the engine mounts are the same as in the other two bikes and completing the picture are the scaled-up barrel (with an additional fin) and head. The single overhead cam motor features slightly undersquare cylinder dimensions with a 65.5mm bore and a 66.2mm stroke to give a 223cc swept volume. Hero Honda has designed in the latest convex-type combustion chamber (compression ratio being 9.0 : 1) for silent running and good power delivery while also giving it the latest Keihin VE 3EA constant vacuum type carburettor which also packs in the CCVI switch. The CCVI term stands for carb-controlled variable ignition timing which as it suggests actuates - via throttle position - one of two ignition maps, for low and high speed operation. This was one area which disappointed appreciably in the CBZ wherein the engine sounded and felt harsh as one went past the middle range but here this detail has eliminated such a glitch completely. Just for the record, the 223cc engine gets the latest version of Honda's AMI a (advanced three microprocessor multi-stage ignition) digital system which system.

incorporates

tier,

ignition

The all aluminium alloy engine (with pressed-in steel liner) features an automatic cam chain tensioner, an air cut off valve (to prevent afterburning in the exhaust muffler) and like on the CBZ and Ambition, an air injection valve to keep tail pipe emissions in check. With all this and the extra cubic capacity, the Karizma engine develops 16.76bhp at 7000rpm and 18.35Nm of torque at 6000rpm. This is about 2bhp and 5Nm more than what the

66

Pulsar 180 makes but the reasoning is that the engine had to be stressfree and this fact holds true when out on the roads.

Transmission is via a five-speed gearbox which has had its final drive ratios revised from those in the CBZ. A stronger multi-plate clutch is used to take care of the enhanced power and torque figures. This time round Hero Honda has not faulted and equipped the engine withan electric starter even though the kick starter to be actuated requires the front right footrest to be folded out of the way.

ENGINE: TRANSMISSION:

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PASSION PLUS

68

Features : Displacement Maximum Power Gear Box Clutch Max. Speed Frame Suspension (Front) Suspension (Rear ) Tyre Size (Front ) Tyre Size (Rear ) Brakes (Front) 97.2 cc 7.5 Ps at 8000 rpm 4 Speed Constant Mesh Multi-Plate Wet Type 85 Kmph. Tubular Double Cradle Telescopic Hydraulic Fork Swing Arm with 5 step adjustable hydraulic damper. 2.75 * 18- 4 PR /42 P 3.00*18-4/6 PR Internal Expanding Shoes Type

(130mm)/ Hydraulic Disc Type (Optional) Brakes (Rear) Final Drive Battery Ignition Starting Wheelbase Ground Clearance Length Width Height Kerb Weight Fuel Tank Capacity Head light Internal Expanding Shoes Type (130 mm) Roller Chain 12 V-2.5 Ah Electronic CDI Kick Starter 1235 mm 160mm 1980 mm 720 mm 1060 mm 116 kgs. 12.8 litres (Reserve 1.1 litres) Halogen Bulb 35 W / 35 W

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1)

Have a bike

Result Yes No

No. of respondent(100) 90 10

no 7%

yes 93%

Interpretation: 90% of people have a bike, only 10% doesn’t have bikes.

2)

Company name

70

Company Bajaj Hero Honda TVS LML

No. of respondent(100) 25 60 10 5

No. of respondent(100)
LML 5% TVS 10% Hero Honda 60% Bajaj 25%

Interpretation: 60% of peoples as prefer hero Honda, 25% of people prefer
bajaj,10% of people prefer TVS.5% of people prefer LML.

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3. Media

Media Newspaper Television Friends Other

No. of respondent(60) 08 20 30 2

other 10%

newspaper 13%

friends 47%

television 33%

Interpretation : 50% of people getting information with friends,32% of people
getting by television, 14% of people reading news paper. .

4. Advertisement influence

72

Result Yes No

No. of respondent(100) 87 13

no 27%

yes 73%

Interpretation: 87% of the people purchase bikes due to advertisement.

5. Knowledge before buying

73

Result Yes No

No. of respondent(100) 85 15

no 40%

yes 60%

Interpretation: 85% of people before buying the bike’s shoud know the
details ,15% of people should d’t no about bikes.

6. Decision maker

Decision

No. of respondent(100)

74

Father Mother Self Other

53 7 37 3

16

11

2 1

father

mother

self

other

Interpretation : most of the people purchase with the decision of the father.

7. Mode of purchase

75

Mode By cash By loan

No. of respondent(10) 22 8

25

20

15

Series 1

10

5

0 by cash by loan

Interpretation: customers maximum purchase the bike paying cash22%,8%
ofcustomer purchase by loan.

8. Features consider
Features No. of respondent(30)

76

Price Style mileage Easy driving Color Brand reputation

2 9 8 3 4 4

9 8 7 6 5 4 3 2 1 0 price style mileage easy driving color brand

Interpretation : most of the people as prefer style & millage 9. Time period

77

Years 0-1 yr 1-2 yr 2-3 yr Above 3

No. of respondent(30) 4 19 5 2

0--1

1--2

2--3

above 3

7% 17%

13%

63%

Interpretation : 65% of people takes 1-2 years to make the decision ,17% of
people takes 2-3years.

10.

Schemes attracts

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Schemes Special offer Exchange offer Cash discount Festival gift

No. of respondent(30) 7 4 13 6

140% 120% 100% 80% 60% 40% 20% 0% special offer exchange offer cash discount festival gifts

Interpretation:120% of people attracted by the cash discount schems , 60% of
people attracted by the special offers,48% of people attracted by the festival gifts &28% of people attracted by the exchange offer.

11. Change a bike

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Result Yes No

No. of respondent(30) 6 24

Yes

No

20%

80%

Interpretation : 80% of customers don’t want to change their bikes. Only 20%
of people want to change their bike.

12.Test drive

80

Result Yes No

No. of respondent(30) 25 5

yes

no

17%

83%

Interpretation: 89% of the people are satisfied the test drive, 11% of people
not satisfied by test drive.

13 a.Satisfaction

81

Result Yes No

No. of respondent(30) 27 3

yes

no

10%

90%

Interpretation: 89% of people satisfied by hero Honda bikes,11% of people not
satisfied.

Findings

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 The study shows that 51 respondents are using Hero Honda.  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 Honda bike.  The study shows that 55 respondents are purchase Hero Honda bike by Loan and 45 respondents are purchase Hero Honda 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 Honda bike whose salary is below 5000 income.

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SUGGESTIONS

1. Hero Honda should introduce a low price moped

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

3. The company should give more concentration on the advertisement.

4. Hero Honda Company should impelement a new strategy to reduce the competition in the bike market.

5. As people expect more mileage per kilometer, company should increase the mileage of the hero Honda bike.

6. Hero Honda should make a sports bike like to Kawasaki Suzuki Hyabusa bikes which can run with maximum speeds.

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Conclusions

Hero Honda is the best company which is enjoying the greater market share .hence through word of mouth communication most of the people are attracted towards the hero Honda bikes. Advertisements also have a major influence on the customer which which act as a push strategy on the customer.

The people are very much satisfied with the pickup, mileage, and low cost that’s the reason that most of the people purchase by cash than loan. T he people need more style and comfort in the bike hence the sales will go high if the company work on these areas. In order to compete with the competitors the hero Honda has to introduce more models including the sports bikes.

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BIBLIOGRAPHY
 Marketing research, G.C.Beri, Third Edition, Tata McGraw Hill Publishing Company

Limited, New Delhi, 2000

 Marketing management, Philip Kotler, Twelth (Millennium) Prentice-Hall of India Private Limited, New Delhi, 2003

edition,

www.google.com

www.wikipedia.com

www.herohonda .com

QUESTIONARE

86

1. Do you have a bike? a. Yes yes

b. No

no

2. What is your bike’s company’s name? Hero Honda Bajaj TVS LML

3. How much media influenced you to buy the bike? yes

no

4. How much advertisement influenced you to buy the bike? yes

no 5. Do you have any knowledge before buying? yes

no 6. Who is the decision maker? FATHER MOTHER 87

SELF OTHER

7. What is your mode of purchase? BY CASH BY LOAN

8. What are the features you consider in your bike? PRICE STYLE MILEAGE EASY DRIVING COLOR BRAND REPUTATION

9. How much time you took to make the decision?

0-1 1-2 2-3 3ABOVE 10. What are the schemes attracted you for the bike?

SPECIAL OFFER EXCHANGE OFFER CASH DISCOUNT FESTIVAL GIFT

11. Do you want to change the bike? 88

yes

no

12. Have you test drive the bike?

yes

no 13. Are you satisfied with the bike?

Yes

no

89

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