Marketing strategy case study of Hero Honda Passion Plus motorcycle

CONTENTS
Marketing of Hero Honda motorcycle with special reference to Hero Honda Passion Plus - a case study of Mythri Motors, Shimoga.
INTRODUCTION COMPANY PROFILE PRODUCT PROFILE HISTORY OF TRANSPORTATION AND MOTORCYCLES DEALER PROFILE SURVEY ANALYSIS SUGGESTIONS AND CONCLUSION Annexure Questionnaire Bibliography
Dr. Ambedkar BBM College
Chapter 1 INTRODUCTION
Introduction Aims and Objectives Scope of the Study Methodology Limitations of the Study
INTRODUCTION
Introduction The two-wheeler industry has recently witnessed a reversal in its fortress. And the sharp rise in demand for two wheelers during the few month has fuelled unbridled optimism about the countries. But the
industry it self would do well to adopt a more restrained posts we in its recently rediscovered salubrious environment and learns some lessons from its harrowing journeys of the past few years. For riding on twowheelers rough terrain can be pretty tricky business. During the first two decades of independent India the two wheelers industry has more or less monopolized by two or three major manufactures with are assured market people waited for lager period to get a vehicle there by restricting their choice. In the seventies, there was a drastic increase in the petroleum price in the international markets. This led to the development of fuel economy vehicles in Japan. Government of India in 1980 liberalized license of manufacturing of two-wheelers vehicle in large scale with foreign collaboration.
India has emerged as a global giant in the two-wheelers industry. It is today the largest market in the worked with domestic of over 2005 20 lack venial in. However, Today after half of a decade of explosive growths the industry is moving into consolidation phase characterized by short-term stagnation competition. The future prospects for the industry remain extremely bright. This is on account of: a. A steady of population to urban carters b. A growing middle loss and lack of an adequate public transportation system. Within the two-wheeler market, the scoter segment has shown maximum growth primarily at the cast of mopeds while the motorcycle segment has maintained a slow but steady growth. However, in the new economic environment this tread may also change. In one hand, the demand for mopeds and minifies (like Hero puck M80 etc,) is expected to increase given the lesser purchasing power of the consumer, coupled with the higher price and fuel cast for scooter and motorcycles In the, modern world the two-wheelers have become so popular that it is demand to be the best means of transportation in city
infect it has become a fashion to ride the two-wheelers in city some take it fir fur and other transportation from one corner to another. This project report attempt to bring out details regarding history, achievements growth of the Hero Honda motors limited and also attempts have been made to during out details regarding history of transportation and history of improving and models, competition in present market for motorcycles and also recent planning of two-wheeler in India. More stress is given toward the case study of. Mythri motors. who is the authorized dealer for Hero Honda Motor cycles. Attempts have also been made to assess the present market performances of certain suggestions have also been given adopting suitable market strategy.
Aims and Objectives To know about the different motorcycles in Shimoga city, To analyses the sales performance of Hero Honda motor cycles by the dealer of century automobiles show room Shimoga. To assess the market strategy adopted by the dealer in Shimoga. To analyses the general problem in marketing of motorcycles and specific problem confronted by the dealer.
To final the factors those influence the selection of the products, To know the customer attitude toward the products, To give suggestions to improve strategy, To evaluate the effectiveness of the marketing strategy in helping to achieve organizational goal,
Statement of Problem Now a day marketing is characterized by capitation in every field. There are number of products each having separate substitutes. A manufacture has a Cleary identity what exactly the consumer needs and what exactly the makes a product completely satisfy his needs and then educate the consumer effectively to create a demand for the product. This is evident from the marketing aimed at generating customs satisfaction as the key to satisfy organization goals. Now a day. Hero Honda price are highly comparing to other motorbikes. Wherever we will develop our marketing strategy we must improve some economical and performance of that vehicle because if will help to the lower as well as middle level and create interest to such type of people.
The modern consumer its intelligent enough to express exactly what his requirements are and national enough to judge the requirement of his needs. No manufacturer can think of a company is the sale of goods rather then production. The customers needs have to be carefully considered by the manufacture if he is to the top of the market. This study fries to analyses the factors that influence the consumer in selection of a two-wheeler while making a purchase decision. The study also during to light the extort of satisfaction among the owners of the Hero Honda motorcycles.
Scope of the Study Shimoga is a commercial city with a population of 3.5 lacks. The scope of the study is restricting to the consumer attitudes (behavior) towards motorcycles in Shimoga city. The two-wheelers have become necessity in the modern life. So every person prefer motorcycles, which gives, better fuel consumption, durability economical and safety. The report includes he efforts that have been taken by Hero Honda Motor cycle to improve the quality and push up the sales of Hero Honda motor cycles.
The two- wheeler being a long lasting product the survey includes the past purchase and few protective buyers of the product/
Methodology Data collection Primary Data Personal interview Secondary Data News paper Magazines Company reports
Both primary and secondary data have collected to bring our this project Primary data have been collected though the personal interview from the respondents. The survey of the respondent the made on the basis of random sampling method questionnaires had been issued to the respondents to avoid unnecessary delay and to take filling test easy the questionnaire were prepared in a structural name for the purpose of analyzing the market performers of sealers, their sales analysis and other details has been collected form the dealers of Karthi automobiles Shimoga. Secondary data have been collected from the newspaper,
magazines and company reporters.
Limitations of the Study As there are nearly a 50 to 60% who buy the Hero Honda for every month. These persons samples may give an accurate. survey was limited by time and financial factors. The primary data collected through the questionnaire has it is own shortcomings. Mainly because the respondents ware not very responders clouded to be based with their reviewers the main reason why some of the responders could not furnish the require information comprehensively may be because of their poor knowledge. However an attempt has been made to prepare as accurately as possible. Beside this
The study has restricted to users of motorcycles The study has done within the Shimoga city limits Samples chaser by me is 50 responders who are very small compare the market size. Due to the lack of constraints and shortage of anthers resources.
Chapter 2 COMPANY PROFILE
Hero Honda's Mission Hero Honda's Mandate Board of Directors Key Milestones of Hero Honda
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COMPANY PROFILE
Hero Honda was first started in January 19, 1984 Gurgaon, Haryana, India as a joint venture of the Hero group(India) and Honda motor co. ltd(Japan). Hero Honda is Indias Number one two wheeler company. Hero Honda has been the worlds biggest manufacture of two wheeler motorized vehicle since 2001, when it produced 1.3 million motorbikes in a single year. During the 80s Hero Honda become 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. Hero Honda product range today commands a market share of 48%, making it a veritable giant in the industry by way of technology excellence, an extensive dealer network, and you have one of most customer oriented company. Customer satisfaction and high quality product the strength of Honda technology and hero Honda groups dynamism has helped hero Honda motors limited fortune and exceed limit.
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Over 19 million hero Honda two wheeler tread Indian roads today. These are almost as many the number of people in Finland, Ireland and Sweden put together.
The joint venture between India's Hero Group and Honda Motor Company, Japan has not only created the world's single largest two wheeler company but also one of the most successful joint ventures worldwide. 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. Over 20 million Hero Honda two wheelers tread Indian roads today. These are almost as many as the number of people in Finland, Ireland and Sweden put together!
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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 montha feat unparalleled in global automotive history. Hero Honda bikes currently roll out from its three globally benchmarked manufacturing facilities. Two of these are based at Dharuhera and Gurgaon in Haryana and the third state of the art manufacturing facility was inaugurated at Haridwar, Uttrakhand in April this year. These plants together are capable of producing out 4.4 million units per year. Hero Honda's extensive sales and service network now spans over 3000 customer touch points. These comprise a mix of dealerships, service and spare points, spare parts stockiest and authorized representatives of dealers located across different geographies. 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
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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. Having reached an unassailable pole position in the Indian two wheeler market, Hero Honda is constantly working towards
consolidating its position in the market place. The company believes that changing demographic profile of India, increasing urbanization and the empowerment of rural India will add millions of new families to the economic mainstream. This would provide the growth ballast that would sustain Hero Honda in the years to come. As Brijmohan Lall Munjal, the Chairman, Hero Honda Motors succinctly points out, "We pioneered India's motorcycle industry, and it's our responsibility now to take the industry to the next level. We'll do all it takes to reach there.'' HERO HONDA'S MISSION Hero Hondas mission is to strive for synergy between technology, systems and human resources, to produce products and services that meet the quality, performance and price aspirations of its customers. At the same time maintain the highest standards of ethics and social responsibilities.
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This mission is what drives Hero Honda to new heights in excellence and helps the organization forge a unique and mutually beneficial relationship with all its stake holders. HERO HONDA'S MANDATE Hero Honda is a world leader because of its excellent manpower, proven management, extensive dealer network, efficient supply chain and world-class products with cutting edge technology from Honda Motor Company, Japan. The teamwork and commitment are manifested in the highest level of customer satisfaction, and this goes a long way towards reinforcing its leadership status. Board of Directors No. Name of the Directors 1 2 3 4 5 6 7 Designation
Mr. Brijmohan Lall Munjal Chairman & Whole-time Director Mr. Pawan Munjal Mr. Toshiaki Nakagawa Mr. Sumihisa Fukuda Mr. Om Prakash Munjal Mr. Sunil Kant Munjal Mr. Masahiro Takedagawa Managing Director & CEO Joint Managing Director Technical Director Non-executive Director Non-executive Director Non-executive Director
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Mr. Satoshi Matsuzawa
(Alternate Director to Mr. Takashi Nagai) Non-executive Director 9 Mr. Pradeep Dinodia Non-executive & Independent Director
10 Gen.(Retd.) Ved Prakash Malik Non-executive & Independent Director 11 Mr. Analjit Singh 12 Dr. Pritam Singh 13 Ms. Shobhana Bhartia Non-executive & Independent Director Non-executive & Independent Director Non-executive & Independent Director
14 Mr. Sunil Bharti Mittal Non-executive & Independent Director 15. Mr. Meleveetil Damodaran Non-executive & Independent Director 16. Mr. Arun Nath Maira Non-executive & Independent Director
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KEY MILESTONES OF HERO HONDA Year Event 1983 Joint Collaboration Agreement with Honda Motor Co. Ltd. Japan signed Shareholders Agreement signed Hero Honda Motors Ltd. incorporated First motorcycle "CD 100" rolled out 100,000th motorcycle produced New motorcycle model - "Sleek" introduced New motorcycle model - "CD 100 SS" introduced
1984 1985 1987 1989 1991
500,000th motorcycle produced 1992 Raman Munjal Vidya Mandir inaugurated - A School in the memory of founder Managing Director, Mr. Raman Kant Munjal 1994 New motorcycle model - "Splendor" introduced 1,000,000th motorcycle produced 1997 New motorcycle model - "Street" introduced Hero Honda's 2nd manufacturing plant at Gurgaon inaugurated 1998 2,000,000th motorcycle produced 1999 New motorcycle model - "CBZ" introduced Environment Management System of Dharuhera Plant certified with ISO-14001 by DNV Holland Raman Munjal Memorial Hospital inaugurated - A Hospital in the memory of founder Managing Director, Mr. Raman Kant Munjal
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2000 4,000,000th motorcycle produced Environment Management System of Gurgaon Plant certified ISO14001 by DNV Holland Splendor declared 'World No. 1' - largest selling single two-wheeler model "Hero Honda Passport Programme" - CRM Programme launched 2001 New motorcycle model - "Passion" introduced One million production in one single year New motorcycle model - "Joy" introduced 5,000,000th motorcycle produced 2002 New motorcycle model - "Dawn" introduced New motorcycle model - "Ambition" introduced Appointed Virender Sehwag, Mohammad Kaif, Yuvraj Singh, Harbhajan Singh and Zaheer Khan as Brand Ambassadors 2003 Becomes the first Indian Company to cross the cumulative 7 million sales mark Splendor has emerged as the World's largest selling model for the third calendar year in a row (2000, 2001, 2002) New motorcycle model - "CD Dawn" introduced New motorcycle model - "Splendor +" introduced New motorcycle model - "Passion Plus" introduced
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New motorcycle model - "Karizma" introduced 2004 New motorcycle model - "Ambition 135" introduced Hero Honda became the World No. 1 Company for the third consecutive year. Crossed sales of over 2 million units in a single year, a global record. Splendor - World's largest selling motorcycle crossed the 5 million mark New motorcycle model - "CBZ*" introduced Joint Technical Agreement renewed Total sales crossed a record of 10 million motorcycles 2005 Hero Honda is the World No. 1 for the 4th year in a row New motorcycle model - "Super Splendor" introduced New motorcycle model - "CD Deluxe" introduced New motorcycle model - "Glamour" introduced New motorcycle model - "Achiever" introduced First Scooter model from Hero Honda - "Pleasure" introduced 2005
Hero Honda is the World No. 1 for the 4th year in a row New motorcycle model - "Super Splendor" introduced New motorcycle model - "CD Deluxe" introduced New motorcycle model - "Glamour" introduced New motorcycle model - "Achiever" introduced First Scooter model from Hero Honda - "Pleasure" introduced
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2006
Hero Honda is the World No. 1 for
the 5th year in a row 2007 Hero Honda is the World No. 1 for the 6th year in a row New 'Splendor NXG' launched New 'CD Deluxe' launched New 'Passion Plus' launched New motorcycle model 'Hunk' launched 20 million production milestone achieved 2008 Hero Honda Haridwar Plant inauguration New 'Pleasure' launched Splendor NXG lauched with power start feature New motorcycle model 'Passion Pro' launched New 'CBZ Xtreme' launched 25 million production milestone achieved CD Deluxe lauched with power start feature New 'Glamour' launched New 'Glamour Fi' launched 2009 Hunk' (Limited Edition) launched Splendor completed 11 million production landmark New motorcycle model 'Karizma - ZMR' launched Silver jubilee celebrations
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PROMINENT AWARDS TO THE COMPANY Year Awards & Recognitions 2008 NDTV Profit Business Leadership Award 2008 - Hero Honda Wins the Coveted "NDTV Profit Business Leadership Award 2008" Top Gear Design Awards 2008 - Hunk Bike of the Year Award NDTV Profit Car India & Bike India Awards - NDTV Viewers Choice Award to Hunk in Bike category India Times Mindscape and Savile Row (A Forbes Group Venture) Loyalty Awards - Customer and Brand Loyalty Award in Automobile (two-wheeler) sector Asian Retail Congress Award for Retail Excellence (Strategies and Solutions of business innovation and transformation) - Best Customer Loyalty Program in Automobile category NDTV Profit Car India & Bike India Awards - Bike Manufacturer of the year Overdrive Magazine - Bike Manufacturer of the year TNS Voice of the Customer Awards: No.1 executive motorcycle Splendor NXG
No.1 standard motorcycle CD Deluxe
No. premium motorcycle CBZ Xtreme 2007 The NDTV Profit Car India & Bike India Awards 2007 in the
following category: Overall "Bike of the Year" - CBZ X-treme

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"Bike of the Year" - CBZ X-treme (up to 150 cc category)
"Bike Technology of the Year" - Glam out PGM FI "Auto Tech of the Year" - Glam out PGM FI by Overdrive
Magazine. "Bike of the Year" - CBZ X-treme by Overdrive Magazine. Ranked CBZ X-treme "Bike of the Year" - by B S Motoring Magazine Most Trusted Company , by TNS Voice of the Customer Awards 2006. CD Deluxe rated as "No 1 standard motorcycle" by TNS Voice of the Customer Awards 2006. 2006 Adjudged 7th Top Indian Company by Wall street Journal Asia (Top Indian Two Wheeler Company). One of the 8 Indian companies to enter the Forbes top 200 list of worlds most reputed companies. No. 1 in automobile industry by TNS Corporate Social Responsibility Award. Best in its class awards for each category by TNS Total Customer Satisfaction Awards 2006: Splendor Plus (Executive)
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CD Deluxe (Entry)
Pleasure (Gearless Scooters) Splendor & Passion - Top two models in two wheeler category by
ET Brand Equity Survey 2006. Adjudged 7th Top Indian Company by Wall street Journal Asia (Top Indian Two Wheeler Company). Top Indian company in the Automobile - Two Wheeler sector by Dun & Bradstreet - American Express Corporate Awards 2006. Hero Honda Splendor rated as India's most preferred two-wheeler brand at the Awaaz Consumer Awards 2006.
Certificate of Export Excellence for outstanding export performance during 2003-04 for two-wheeler & three- wheelers Complete (Non SSI) by Engineering Export Promotion Council. The NDTV Profit Car India & Bike India Awards 2006 in the following category: Bike Maker of the Year

Bike of the Year - Achiever Bike of the Year - Achiever (up to 150 cc category) Bike of the Year - Glamour (up to 125 cc category)
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NDTV Viewers' Choice Award to Glamour in the bike
category 2005 Awaaz Consumer Awards 2005 - India's most preferred twowheeler brand by CNBC in the 'Automobiles' category. Bike Maker of the Year Award by Overdrive Magazine. ICWAI National Award for Excellence (Second) in Cost Management 2004 in the private sector category by ICWAI. 10th Motilal Oswal Wealth Creator Award for as the most consistent wealth creator for the period 1991-2005. 2004 Winner of the Review 200 Asia's Leading Companies Award (3rd Rank amongst the top 10 Indian companies). GVC Level 1 (Highest Rating) by CRISIL for corporate Governance. Adjudged as the Best Value Creator - Large Size Companies 200304 by The Outlook Money. Corporate Excellence Award 2004 by Indian Institute of Materials Management.
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Adjudged as the Organization with Innovative HR Practices by HT Power Jobs for HR Excellence. ICSI National Award for Excellence in Corporate Governance 2004 by The Institute of Company Secretaries of India. 2003 Winner of the Review 200 - Asia 's Leading Companies Award (3rd Rank amongst the top 10 Indian companies). Most Respected Company in Automobile Sector by Business World. Bike Maker of the Year by Overdrive Magazine. 2002 Bike Maker of the Year by Overdrive Magazine. Winner of the Review 200 - Asia 's Leading Companies Award (4th Rank amongst the top 10 Indian companies). Company of the Year of ET Awards for Corporate Excellence. Ranked 4th in 'Overall Best Managed Company' category, ranked 3rd in 'Best Financial Management' and 'Best Operational Efficiency' category, ranked 6th in 'Overall Best Investor Relations' category, by Asia money.
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Highest Wealth Creating Company of the Year Award by the Money. GVC Level 1 (Highest Rating) by CRISIL for Corporate Governance. 2001 Bike Maker of the Year by Overdrive Magazine. Winner of the Review 200 - Asia 's Leading Companies Award (9th Rank amongst the top 10 Indian Companies). Winner of Three Leaves Award for showing Corporate Environment Responsibility in the Automobile Sector by Center for Science & Environment. 1999 National Productivity Award for the Best Productivity Award in the category of Automobile & Tractor presented by Vice President of India. 1995 The Analyst Award 1995 presented to Hero Honda Motors Ltd. on being ranked 9th amongst the most investor rewarding companies in India. 1995 National Award for outstanding contribution to the Development of Indian Small Scale Industry (NSIC Award - Presented by President of India). 1991 Economic Times-Harvard Business School Award for Corporate
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Performance to Hero Honda Motors Ltd.
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Chapter 3 PRODUCT PROFILE
Hero Honda Passion Plus
Technical specifications of Hero Honda Passion Plus
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PRODUCT PROFILE Hero Honda Passion Plus The Hero Honda Passion Plus is an upgraded version of the Passion, Hero Honda's trusted workhorse in the executive segment. The Passion Plus is equipped with a four-stroke, air-cooled, single cylinder engine that generates a piston displacement of 97.2cc. The suspension set up consists of telescopic hydraulic forks at the front and swing arm with adjustable hydraulic dampers at the rear. The Passion Plus incorporates a host of new styling features including two-tone colours, body coloured mirrors, white dial instrument cluster and a wider pillion grip. New multi-reflector headlight and winkers add to the glamour quotient. The Passion Plus comes with an optional front disc brake for improved braking. It attains a respectable maximum speed of 85kph and has a fuel tank capacity of 12.8 liters.
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Hero Honda Passion Plus Technical Specifications
Engine Displacement Max Power Ignition Frame Head Light Final Drive Battery Starting Suspension (Front) Suspension (Rear)
4-Stroke, Single Cylinder, Air-Cooled OHC 97.2cc 7.5 PS @ 8000 rpm Electronic CDI Tubular Double cradle Halogen Bulb 35 / 35W Roller Chain 12V - 2.5 Ah Kick Starter Telescopic Hydraulic Fork Swing Arm with 5 step adjustable hydraulic
damper Wheelbase 1235 mm Ground clearance 160 mm Kerb weight 116 kgs Tyre size (Front) 2.75 x 18 - 4 PR / 42 P Tyre size (Rear) 3.00 x 18 - 4 / 6 PR Width 720 mm Height 1060 mm Length 1980 mm Brakes (Front) Internal Expanding Shoes type (130 mm) /
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Hydraulic Disc type (Optional) Brakes (Rear) Internal Expanding Shoes type (130 mm) Clutch Multi-Plate wet type Max Speed 85 kmph Gear box 4 Speed constant mesh Fuel tank capacity 12.8 L (Reserve : 1.1 L) Hero Honda Passion Plus With the maximum power of 7.5 PS @ 8000 rpm, this comes with 4 stroke single cylinder air-cooled OHC engine. Its tubular double cradle frame along with its 9 new two-tone body colors and two tone front fender give its style statement to the extremely finicky bike lovers. To mention few more styling features, this bike is equipped with body color rear view mirror, aluminum die cast rear grip, heat protector on the muffler, new dials in the instrument panel etc. Its enough luggage space with locking facility, lockable seat and helmet holder are the important features for rider's convenience. Comfort of the journey is defined by the arrangement of adjustable rear cushion, wide and spacious seat and broad rear tyre. Its wider wheel base provides proper safety to the biker. Safety of riding is further taken care by the arrangement of several lighting fitting
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like position lamp, side reflector, headlight with halogen lamp, multi reflector winker etc.
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It is found in different colors:

Moon Yellow Cloud Silver Amranth Maroon Tornado Grey Tahitian Blue Black with Magna Red Stripes Black with Purple Stripes Candy Blazing Red Turquoise Blue Tasmanian Green Black with Orange Stripes
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Technical specifications of hero Honda passion plus
Dimension & Weight Overall height Overall length Overall Width Wheelbase Ground Clearance Kerb weight Fuel Tank Capacity Engine Type Stroke (2/4) No. of cylinders Displacement Electrical Transmission No. of Gears Clutch Performance Maximum Power Start Suspensions Front Rear Brakes Front Rear Internal Expanding Shoes Type 130mm/ Hydraulic Disc Type (Optional) Internal Expanding Shoes Type 130 mm Telescopic Hydraulic Fork Swing Arm with 5 step adjustable hydraulic damper 7.5 PS @ 8000 rpm Kick Starter 4 Speed Constant Mesh Multi-Plate Wet Type Air - Cooled OHC 4-stroke Single Cylinder 97.2 cc 12 V-2.5 Ah 1060 mm 1980 mm 720 mm 1235 mm 160 mm 116 kg 12.8 Litre
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Tyres Front Rear 2.75 x 18 - 4 PR / 42 P 3.00 x 18 - 4 / 6 PR Source: http://www.herohonda.com/
CHAPTER-4
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HISTORY OF TRANSPORTATION AND MOTORCYCLES History of Transportation Development of Transportation Automobiles History of Motorcycle The Development of Machines Manufacture of Two-Wheelers In India Future For India Two Wheeler Industry
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HISTORY OF TRANSPORTATION AND MOTORCYCLES
History of Transportation Transportation means movement of and his maters from one place to another in any part of earth It is the convergence or the act of transporting from times immemorial main has been able to move him powerfully influenced by easy ink surface of the earth/ In spite of adverse circumstance man by hammering nature whether it be directly or indirectly has explored and exploited the resources of the earth, the wheels the sails, the steam engine the internal combustion. Engine the electronic motor are the few landmarks in transportation. The greatest break through man in the technology of flight promise of 21st century approached to be copped by the rocket engine. By this, main was free from dependence or earth atmospheres and permitted him to visualize traveling to the other places.
Development of Transportation
Before the close of 19 th century, although for two decades, there was much experimentation in construe of vehicles powered by the
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interment combustion engine. The full impact felt by forms of transport was product. Before the first world road transport, which had begun to encroach on rail and water great strides between the was and challenged rail at the chief of both passenger and goods in the 2 decades following world war II
Automobiles
A self-propertied passenger vehicle designed to be operated on ordinary roads may be called an automobile. According to the services rendered the general motor vehicle may be classified into several types namely motorcar, motorcycle, scooter etc. All these vehicles certainly require fuel. This fuel may be either pectoral or diesel. They are the essential fuel required for automobile operation. But in the present circumstances, as is knows to all the natural resources of petrol and diesel being consumed rapidly which alert us the need of a new fuel for which experimentation is going on for instance the solar energy is trying to be experimental with.
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History of Motorcycle A motorcycle is a vehicle, which the principles of bicycle and the internal combustion entire are combined. The internal combustion engine generally is a gasoline engine. The term covers a range of machine form 50cc piston displacement or below (mopeds or motorcycles) to 100cc multiple cylinder models of which the U.S Harley Davidson and India V T wins, the British 1000cc square 4 aerial, and the 4 cylinder. Italian M.V Augusta is a representative. The term
motorcycles also covers motor scooters, which have power until from 50cc to 250 cc.
An Englishmen, Edward butter the first motorcycle in 1884 but the first motorcycle to appear publicity was one built by Gottlied Daimer of can start, Wurttemberg of germane in 1885 Motorcycle did not attain even slight public popularity until toward the end of 19th century. French and Belgium designers were among the markets of the practical motorcycle engines and motorcycle increasing steadily throughout the first 30 years of the20th century. In both world wars, motorcycles were widely used for military purposes and after World War II, an appreciation of the remarkable revival of public interest in
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motorcycle, mopeds and scooter. In the united states the year after the world be compared with that western Europe Although at times, the continuing popularity of two-wheelers transport has been questioned, there is no doubt that it was firmly established in the second half of the 20th century the motor provided a means of individual powered transport, combining reliability, economy and comfort young people had always been quick to appreciate its advantages moreover the sporty and travel appeal of the two-wheeler expanded yearly
The Development of Machines The development of motorcycle was steady in the formative years positioning of the poor unit varied but by 1910, designers had recognized that the most practical point was two and central later motorcycle or were attached by long belts and plates to frames. Frames were building up from steel tubing joined by either welding or barging.
Early single cylinder commercial motorcycle persisted in the second half of 20th were four strokes, in which values were employed with the compressing firing in one direction (upward or down word) only many below 250cc capacity were 2 strokes through a succession of
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passage wall and parts, The European method of rating an engine is by the volumetric. The house power rating is used in some countries,
including the United stares a rough equivalent in between 8to10 HP per 100cc for models with 2 to 4 cylinders.
Multiple cylinders ensure smooth running and because light weight models cheap to run and easy to maintain two of the foremost British design the four strokes 192cc water cooled velocity LE and the 2 strake 250cc aerial had was for themselves for most positions combustive and ignition were greatly improved over even the method of years earlier and bore title resemblance to the sedimentary forms on pioneer motorcycles the combustive was a compact and reliable instrument measuring. The sparsely the prepositions of fuel and able to serve indefinitely without major adjustments. Elementary tube ignition had given way to advance forms of electrical generation by means of magnetic or an induction coil
The magneto was either separate price of mechanism driver from the engine by means of gearing a chains or more integral with the flywheel.
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Manufacture of Two-Wheelers In India Most of the two-wheelers industries do not manufacture all the parts, usually orders are placed the best industries which have capacity to manufacture the right quality and quality in a specified time certain industries purchase spare form small industries as per the instructions given by the government to develop the small industries.
The two-wheeler industry manufacture only the main parts like engine, gear unites wheel drums etc. where as they purchase combustor form worlds best manufacture like SPACO MICARBO
ORBITAL Because this is the part which helps for the better mileage. Other parts like tyres, tubes, bearings, speedometer, shack absorbers horns, bulbs, cables etc, are purchased from certain recognized industries. Certain other things like wiring plastic and fiber parts seats etc are purchased from small-scale units.
In the forgoing steel sheets are converted into this needs like body cover chassis and other welded by electrolysis process, it is then painted. The parts are then sent to assembly section. The vehicles are then taken
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into test ride on test tracks.
If the vehicles perform.
Well to the
standards, the vehicle is ready for dispatch.
Future For India Two Wheeler Industry Two wheelers in India is a glowing market which no doubt by the turn of country will become the largest market users look forward to area of choice, as they have an option form several highly quality products which are priced and available at reasonable cast. As the eighties faced a tremendous growth of two-wheeler over 4 fold jumping from 4.20 lakh in the year 1980 to 1724 laks 1989. But the Nineties Hold out great challenges ahead. If eighties was the decade for quality mine these could be the decade for quality. Engines with higher fuel efficiently low maintenance cost excellent after sales services penetration in to semi urban and rural arrears are the important factors for survival customers is a ware of the latest technology of the products the buys.
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Chapter-5 DEALER PROFILE (MYTHRI MOTORS) Introduction Capital structure of the firm Infra structure Facilities Organization chart
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DEALER PROFILE
INTRODUCTION The firm was established in 19-March-2007. The firm is located in Shankar mutt road, Shimoga. The owner of the firm Mr. Raghavendra. Mythri motors have sub- dealers at the following places. 1. 2. 3. 4. Bhadhravathi Shikaripura Shiralakoppa Thirthalli
CAPITAL STRUCTURE: The owner contributed and invested around Rs.40 lacks for the establishment of the firm as deposited in the company. And a sum of Rs.30 lacks is used to purchase of spare parts and to meet other expenses of the showroom at present Invested capital has increased Rs.1 crore to 2 crore. WORKING HOURS IN MYTHRI MOTORS: In Mythri motors, the working hours is Morning Lunch break
: 9.30 TO 1.30 : 1.30 TO 2.30

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After noon
: 2.30
TO 6.30
There is no shift system in this firm Sunday is weekly holiday. INFRASTRUCTURE FACILITIES: 1. Land and building:
The firm has its own land whose area is 13,000 sq feet. Including showroom, workshop spare parts section.
2. Power: The total electric power used by the firm is approx.45 HP per month and the same is supplied by KPTCL. 3. Machinery: The firm is well equipped with all required tools and machines those are required for the servicing of a vehicles. Some of the important machines are as follows. 1. Generator 2. Air compressor 3. Water pump : Rs. 1, 25,000 : Rs.80, 000 : Rs. 60,000
The total value of the machinery in the firm is Rs.50,00,000 4. Man power: The firm has sufficient staff.They 30 peoples in the showroom working in the different department. 15 peoples are working in
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workshop. Which is a very important section in the showroom 11 peoples are in the different departments as follows. 1. Spare department 2. Sales department 3. Account department 4. Cashier : 4 : 4 : 1 : 2
Sales executives 4 members and 1 man works from out side.
2. Office staff of the firm: The office staff includes 1. Manager. 2. Reception. 3. Purchase and invoice. 4. Sales executives. 5. Accountant. 6. Cashier 7. Clerk. 8. Typist. 9. Store keeper. 10. Watch man.
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Mythri motors is authorized dealer of Hero Honda. The firm deals with the following two wheeler vehicles. 1. Hero Honda Splendor +. 2. Hero Honda Splendor. 3. Passion Plus. 4. Hero Honda Karishma. 5. Hero Honda Hunk. 6. Hero Honda Glamour. 7. Hero Honda Ambition 135. 8. Hero Honda Preasure. And also the firm deals Hero Honda companies 23 models bikes. SALES SPECIFICATION: FOLLOWING IS THE SHOWN MONTH WISE 2008. Sales in Mythri motors increased every month , as two-wheeler has become commons vehicles, sales is increased day by day. GENERAL INTRODUCTION TO TWO- WHEELERS The two wheeler industry has recently witnessed a reversal in its frontlines and the sharp rise in demand for two wheelers during the few months has fuelled unbridled optimum about the countries, but the
49
industry itself would do well to adopt a more restrained posture in its recently rediscovered. Solubrious environment and learn some lessons from its narrowing journey of the past few years. For raising on two wheelers rough terrain can be pretty tricky business. During the first 2 decades of independent India, the two wheelers industry has more or less monopolized by two or three major manufacturer with an assured market. In that monopolistic market people wailed for longer period to get a vehicle there by restricting their choice. In the seventies, there was a drastic increase in the petroleum price international markets. This led to the development of fuel economy vehicles in Japan. Government of India in 1980s liberalized licensing of manufacturing of two wheelers vehicles in large scale with foreign collaboration. This drastic change in policy opened the doors of the country for the entry of Japanese manufactured vehicles. Consequently waiting for the vehicle got reduced the monopoly market turned into a buyers market. INTRODUCTION TO HERO HONDA LTD (HHML) HHML Company was established in the year 1983. Its factory is situated in Haryana. Tis head office is located at New Delhi. It has got four regional offices at four centres.
50
HHML started its commercial production in 1985 (that is to say they launched their hero Honda 100 cc bikes on the India road ). Hero Honda motors limited started manufacturing 100 cc bikes in a joint venture with one of the worlds largest automotive makers. In Honda motors company Japan. In 1986 an air force team toured the length and breadth of the country on Hero Honda CD 100,s launching every state and covering nearly 15,000 K.M . In 1987 another air force team negotiated the worlds highest motor able roads. In doing so, they lagged more than 5,000 K.M over tough mountainous terrain completely trouble free. Today Hero Honda motors limited, has done tremendous job in the economic development of an economy. They have marked share of 55% in the 100 cc motors cycles category. Which shows that the company in the shortest periods has gone to the top level in spite of the stiff competition.
STATEMENT OF HONDA MOTORS LTD, JAPAN
The company is proud to announce Honda reaches the cumulative production of 100 million cycles. The company has become worlds No.1 , they has been made possible through the efforts of all Honda associated worlds wide.
51
ORGANIZATION CHART
Managing Director
Sales Incharge
Spares Incharge
Works Manager
Accounts Incharge
Service Advisor
Sales Person 1 computer operator
3 staff 1 computer operator
3 service supervisor
2 staff
Mechanics & Helpers
52
The marketing mix strategy of the firm Marketing is analysis planning and controlling the firm customer and the resources policies, activities with a view to satisfy the needs and wants of the chaser customs can be attracted by the following four ways namely 1) Product 2) Price 3) Promotion
Or of an article in terms of money. Without it we cannot buy or sale any thing price of a product consists of the physical produce product plus the bundle of expectations. The product should be worth the price only then would be the consumer bean satisfied. Thus is case of the Hero Honda motor limited they have fixed reasonable prices for their vehicles and thus great demand in the market.
Promotion It is an activity connected with the promoting the sales. It may also mean market communication; Promoting involves advertising
53
personnel dealing dealers and soles promotions advertising mean nothing but a paid form of non-personnel preservation and promotion ideas. Good services by an identified sponsor It is a form of publicity. Soles promotion plans are required to attract the attention of the consumer and created a demand for the product. Advertising planning at Sree Mythri The advertising policies adopted by the Sree Mythri are as follows: 1) News advertisement 2) Demonstration of the vehicles in rural areas through mobile service van 3) Organizing sports of other cultural activities 4) Recently by the cable TV advertisements
Distribution It is the flow of goods from the producers or the manufactures to the ultimate consumers distillation canned represent a chain of middlemen participating in the transferring of goods some of the channels are:a) Manufactures-whole sales-Retailers- consumers b) Manufactures- sales man-Dealers consumers c) Manufactures-Retailers-consumers d) Manufactures-consumers
54
In case of Sree Mythri they still the products after receiving from the manufactures that is Hero Honda limited. As it is the authorized dealers of Hero Honda in Shimoga district
Mythri Motors
Price list of Hero Honda motorbikes Model Passion Passion plus DS Hero Honda CD Splendor plus Splendor NXG Dawn CD-Dawn AMB DRUM AMB DISH AMB SELE CBZ DISC Vehicle Life cost tax 42.590 45,225 37,790 37,790 40,590 36.764 32,412 45,390 48,113 52,714 52,388 Insurance Ragd HP Total On charge enters reg road charge 3,28 960 485 100 4,82 47,415 0 5 3,483 1,005 485 100 5,07 50,298 5 2,910 877 485 100 4,375 42,829 3,02 8 3,126 903 925 485 485 485 485 485 485 485 485 485 485 100 100 100 100 100 100 100 100 100 100 4,516 43,829 4.636 45.226 4.27 5 3,866 5,08 8 5,345 41.039 36,278 50,478 53,458
2.83 859 1 2,496 785 3,495 1,008 3.70 1,055 5 4,059 1,134 4,034 1,190 4.07 5 4,44 1,287 1,287
CBZ 52,925 GOLD CBZ SELE 57,769

5,77 58,492 8 5,80 58,197 9 5,859 58,784 6,320 64,089

55
AMB 135 45,390 DR KARIZMA 80,270
8 3,495 1,008 6,18 1 1,693
485 485
100 100
5,099 50,478 8,459 88,729
Table shows yearly sales of the Sree Mythri Year 2002-2003 2003-2004 2004-2005 2005-2006 2006-2007 2007-2008 2008-2009 Sales 2,400 3,400 4,400 5,400 6,700 7,500 7,900
21%
6%
9% 12%
20% 14% 18% 2002-2003 2003-2004 2004-2005 2005-2006 2006-2007 2007-2008 2008-2009
56
Chapter-6 SURVEY ANALYSIS
57
SURVEY ANALYSIS
This Chapter deals with the analysis of data collected from the survey of customer opinions about the Hero Honda Passion Motorcycle. The data has been analyzed with reference to the stages involved in the purchase decision process of consumers vise; need arousal, information search, and evaluation of alternatives, purchase decision and post purchase behavior of consumer. In the case of study on consumer behavior the respondents play vital role. Individuals and groups who satisfy their needs by obtaining products or value from enterprises involved in the manufacture of such products or provision of such services are called consumers. In this chapter, we have analyzed the data of respondents. This would necessitate obtaining the accurate demographic profile of the respondents. A convenient sampling technique was made use of for this survey and the number of respondents chosen was 50.
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1. Respondents Age Group The following table reveals the classification of Respondents according to their age group.
Table-1 Classification of respondents based on age.
Age Groups Below 25 25 to 30 30 to 35 35 & above Total
No of Respondents 8 10 21 11 50
Percentage 16 20 42 22 100
Source: Field survey
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Table-1 indicates the age group of respondents out of which 16% of total belong to the age group of below 35 years, 20% respondents belong to the age group of 25 to 30 years. 42% of respondents belong to the age group of 30 to 35 years and the remaining 22% belong to the age group of 35 years and above.
Graph shows classification of respondents based on age
35 &above 22%
Below25 1 6%
25 to 30 20%
30 to 35 42%
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2. Educational qualification of respondents The Educational qualification of respondents has been classified into 5 categories as shown in the following table.
Table-2 Classification of respondents based on Education Education Level Up to SSLC PUC Graduates Post Graduates Others Total Source: Field survey Table-2 indicates the educational qualifications of respondents. Out of total No. Of Respondents 42% are educated up to graduation, 14% up to PUC 8% up to SSLC, 32% of respondents educated up to post graduation and only 4% of respondents have other qualification. No of Respondent 4 7 21 16 2 50 Percentage 8 14 42 32 4 100
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Graph shows educational qualification of respondents
25 21 20 1 6 1 5
1 0
7 4 2
Up to SSLC
P UC
Graduates
P ost Graduates
Others
62
3. Occupational pattern:
Occupation refers to the kind of work with which an individual becomes completely engaged. It is also denotes the habitual employment, profession, craft or trade of an individual. It is an instrument of livelihood and an essential factor in society. In our study the occupation of the respondents has been classified into 5 categories as shown in the table-3
Table -3 Classification of respondents based on occupation.
Occupation Gove Employee Private Employee Business man Agriculture Any other Total
No. Of Respondents 6 19 13 7 5 50
Percentage 12 38 26 14 10 100
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Source: Field survey
Table 3 and clearly indicates the occupation of respondents. Out of the total number of respondents 26% belongs the business class, 10% belongs to the students folk, 12% of respondents are government employees, 38% belongs to private employees and the remaining 14% of respondents are agriculturist.
Graph shows classification of respondents based on occupation
A ny other 1 0% A griculture 1 4%
Govt Employee 1 2%
B usiness man 26%
P rivate Employee 38%
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4. Income Group (Per Annum)
Income is considered to be one of the main determinants of ones social and economic position. The statuses of individual differ on account of income variation within the same occupation. It is the income, which reflects the standard of living in the society. The following table represents yearly income of the respondents.
Table 4 Classification of respondent Based on income Income Group Below Rs 5000 5000 to 10000 10000 to 15000 15000 and above Total No. of Respondents Percentage 6 12 12 24 18 36 14 28 50 100
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Source: Field Survey
Table 4 indicates income group of respondents, out of the total respondents 12% belongs to the income group of Below Rs 5000, 24% belongs to the income group of 5000 to 10000, 36% belongs to the income group of 10000 to 15000, and remaining 28% belongs to the income group of 15000 to Above.
Graph shows classification of respondent Based on income
1 8 1 8 1 6 1 4 1 2 1 0 8 6 4 2 0 BelowRs 5000 5000 to 1 0000 1 0000 to 1 5000 1 5000 and above 6 1 2 1 4
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5) Different brands of motorcycles possessed by the respondents
The fallowing table respondents the owners of different brands of motorcycles. Table -5 Owners different brands of motorcycles.
Difference brands Hero Honda Royal Enfield TVS Suzuki Bajaj Total Source: field survey
No. of Respondents 20 15 10 5 50
Percentage 40 30 20 10 100
Table-6 indicates the owners of different brands of vehicle, out of total respondents 40% respondents owned Hero Honda. 30% respondents owned Royal Enfield, 20% of respondent s owned TVS Motorcycles and remaining 10% of respondents owned Yamaha brand vehicles.
67
Graph shows owners different brands of motorcycles
20 20 1 8 1 6 1 4 1 2 1 0 8 6 4 2 0 Hero Honda Royal Enfield TVS Suzuki Bajaj 5 1 0 1 5
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6) Sources of vehicle information There are Number of sources of gathering the information about a product or model by the prospective buyer such as mass medias, pamphlets, mouth to month campaign and others. The degree of impact of these sources of information and buyers purchase decision making is illustrated in the below table-5
Table-6 Sources of information about the vehicle
Sources Advertisement Observations Company image Friends & relatives Publicity Other sources Total Source: Field survey
No. of Respondents 15 9 17 6 3 0 50
Percentage 30 18 34 12 6 0 100
Table-5 clearly states that the sources of vehicle information is largely by company image that is 34% through advertisements 30%
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friends and relatives 12% by observation 18% publicity i.e. mouth to mouth campaign and general trend is only 6%
Graph shoes sources of information about the vehicle
1 8 1 6 1 4 1 2 1 0 8 6 4 2 0 Advertisement Observations 9 1 5
1 7
6 3 0 Company image Friends & relatives Publicity Other sources
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7. Facilitates expected from the dealer.
Table-7 Facilities expected from the dealers Facilities After Sale services Periodic checking Installment facility Guarantee Others Total Respondents 17 4 19 7 3 50 Percentage 34 8 38 14 6 100
Source: Filed survey
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The above table indicates the various facilities expected by the customers from a dealer the table clearly shows that large number of customers feels after sales service is very essential and needed, it amount to 34% of the total respondents. The other important facilities that tare expected by the customers from the dealers are installment. Facility, amounts to 38%, periodic checking 8% and the guarantee, which amounts to 4%. The other facilities expected by the customers are quick service; good spare parts execution etc, which amounts to 6% of the total respondents.
Graph shows facilities expected from the dealers
20 1 8 1 6 1 4 1 2 1 0 8 6 4 2 0 After Sale services Periodic checking 4 1 7
1 9
Installment facility
Guarantee
Others
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8. Analysis of PASSION performance
Table 8 Analysis of PASSION performance
No of Respondents Good Fair Bad Factors Mileage After Sales service Durability Price Maintenance Design & outlook Convenience & safety Performance 40 12 27 6 15 35 25 36 5 23 19 30 26 12 23 14 5 15 04 14 9 3 02 0 Total 50 50 50 50 50 50 50 50
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Graph shows analysis of Passion performance
45 40 35 30 25 20 15 10 5 0
40 35 30 27 23 19 15 12 5 5 4 6 3 2 Convenience & safety Performance 0 14 15 12 9 14 26 25 23 36
After Sales service
Mileage
Maintenance
Durability
Price
Design & outlook
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Buying Decision Process Consumer, buyer behavior is a process involving a series of related and sequential stages of activities. The process begins with the discovery and recognition of an unsatisfied need or ant. It becomes as drive. Consumers begin a search for information, followed by evaluation of alternatives and a purchase decision. Then we have a period of post purchase behavior during which the consumer evaluates the purchase and the satisfaction it is or is not delivering. Let us now describe briefly the five steps in the purchase decision Process. 1) Perceived want or desire Buying process begins when a person begins to feel that a certain need or desire has assign and it has to be satisfied, Needs may be ignited by internal stimulus or some external stimulus called a sign or cue. The intensity of want will indicate the speed with which a person will move to fulfill the unsatisfied want. 2) Information search The person will have to search for relevant information about the brand, location and the manner of obtaining the product. Consumer can tap many sources of information. E.g. family, friends, neighbors, opinion leaders etc, markets also provide relevant information through advert
75
sign, dealers, and sales promotion. We have also mass media like newspaper. Radio, Television etc. 3) Evaluation of alternatives Available information can be employed to evaluate the alternatives (Product or brands). This is the critical stage in the process of buying, particularly for costly goods. There are several important elements in the process of evaluation. A product is viewed as a bundle of attributes. These attributes or features are used for evaluating alternative brands. 4) Purchase Decision While the consumer is evaluating the alternatives, He with develop, some likes and dislikes about the alternative brands. This attitude toward brands influences his insertion to buy, other factors influence the intention to purchase are; social factors such as attitude of reference group members on whom he relies for final selection. Situational factors like availability, dealers terms and conditions, falling prices due to recession, loss of job or employment etc. 5) Post purchase behavior Feedback information is important as far as the seller is concerned. A brand preference naturally repeats sales to a marketer. A
76
satisfied buyer is a silent advertisement. Is the purchased brand fails to give the expected satisfaction to the buyer, it affects the sales negatively. A satisfying experience of a buyer tends to strengthen the brand preference.
Factors influencing in buying decision of two wheelers 1) Mileage: Majority of the respondents have considered mileage as a very significant factor in influencing the selection of two wheelers. The consumer who is assured of quality of products, then he looks for minimum operational expenses. Even increasing price of petroleum products has made the consumer to prefer the vehicles with extra mileage.
2) Price: The initial cost of the vehicle is another important influencing factor in buying decision. This is especially important in a developing country like India where many people struggle to take both ends meet together.
77
Even discount offers, cash down payments, bearing the cost of registration, insurance, etc, by the dealers have also influenced the prospective buyers to take buying decisions of two wheelers 3) Appearance: It is also one of the important which influences in selection of two wheelers. Every motorcycle has its own appearance. A motorcycle should be so designed that the consumers should feel pride of owning it. The younger generation is influenced by this factor. 4) Technology: Technology plays a vitals role in selection of two wheelers. Because it brings sophistication into life. It gives more and more comfort features. So that easy to start, easy to ride, trouble free performance is achieved. 5) Durability: When the customer are paying for the product. As the twowheeler is a long-term investment. Durability of the bike is an important factor which influences in buying decision 6) Resale value: A few respondents have considered resale value of the bike is an important factor which influences in purchasing. It is so because few
78
owners have the hobby of charging their vehicles often.
The
government service and other employees have stressed more for this factor and business group have not. 7. Colors: Now a days customer desired to have their bike with different colors. But they have expressed that they do not have variety of colors choice. It is also an important factor in buying decision because the customers are switch over to other motorcycles when theyre desired colors of bike is not. 8. Less Repair:The two-wheeler is a vehicle, which is continuously used. Each and every buyer expects trouble free performance. So, it is also one of the important influencing factors while purchasing a motorcycle. 9. Quality: Now a days buyers are becoming quality conscious. The twowheeler is an assembly of various parts. The quality of each and every part is essential in maintaining the overall quality of the two-wheeler. Some of the respondents have opines that quality of the motor cycle is also one of the significant factors which influences in buying decision
79
10. After sales service: After sales service rendered by the dealers is also one of the influences factor while purchasing a motorcycle. People want to purchase motorcycle at a showroom where after sales service is very good and quick. 11. Safety driving: Road grip and other technology of safe riding is a very important factor influencing in selection of two wheelers. The customer who is assured of quality of product, then we looks for convenience of riding even increasing accidents of two wheelers has resulted consumer to prefer motor cycles which are safe to ride. 12) Credit quality: When ever the dealers offer credit facility. Then the customers are gains to purchase motorcycles. Lower as well as middle class people have stressed this factor as important while purchasing a motorcycle.
80
Chapter 7 SUGGESTIONS AND CONCLUSION
81
Suggestions and Conclusion After analyzing the responses received from the Hero Honda Motor Cycle users of different brands with care and thoroughness. The fallowing conclusions have been drawn. Implementation of it may lead to greater satisfaction of the needs and wants of consumers as well as a larger market share and more profitable result manufacturers. Some findings have also been made for Hero Honda Passion like Hero Honda Passion, Hero Honda CD SS, Hero Honda Sleek, Hero Honda Passion, Hero Honda SPLENDOR, Hero Honda STR/ STD, Hero Honda STR, DLX: Hero Honda CBZ DISC, CBZ GOLD, DAWN: AMBITION (DRUM), AMBITION (DISC), AMBITION (DISC WITH SELF), AMB 135, KARIZMA, Passion. Hero Honda Street Joy etc. After studying the consumer behaviour of these motorcycles as well as the users of other motorcycles.
82
FINDINGS: (Findings of motor cycles) Summaries of the findings drawn are presented below. Brand Popularity Hero Honda Passion and Hero Honda Splendor motorcycles are the most popular motor bikes and respondents are aware of its. The other vehicles of the same company like, Hero Honda Sleek is awareness when to Hero Honda Passion are having grater awareness. Nowadays Passion is number on 1 in market and its competitor TVS Victor and Boxer have grater demand in market the other companies also realizing a competitive products in the market. But Hero Honda Passion is the most popular motorbike specially the younger generation. Factors influencing brand choice Most of the respondents are influenced by the popularity of the motorbikes, advertisements other factors. Among the popular
motorbikes. Hero Honda is the only bike, which has more number of
83
users who were influenced by advertisements when compared to the other va1iable popularity. Influence of information on motorcycle Company image advertisements and f1iends and relatives are the chief methods of receiving information regarding two wheelers. It can be concluded that there is a close relationship between these three major sources of information, Advertisement and friends and relatives could have led them to try a different motor cycles. Past is users of the reasons for changes The chief reason for discontinuing being availability of better alternative. Price is high when compare to other alternative, interpersonal influence and decline in quality of spare parts. Influence of advertisement Audio-visual media has the greatest influence on the consumer's awareness and purchase decision of 100 CC motorbikes. It is followed by the printed media has the least impact.
84
The findings and conclusions drawn after analyzing the data collected with reference to Hero Honda Passion are very popular when compare to other 100 CC bikes, Because Hero Honda Passion have own company image. The chief product features, which influence brand choice in the case of Hero Honda motorbikes, are quality durability, mileage, technology and price. The main factors, which influence the bran preference, are company image among customer. Hero Honda motor limited is best which is greater popularity of its vehicles. Suggestions From the findings and conclusions reached. After the careful study of the data collected from the survey of consumers of Hero Honda Passion the following suggestions are put forwarded. Regarding Hero Honda Passion Majorities of consumers are not satisfied with the price. Thus research should be undertaken to reduce the price of the product. Then this would lead to greater popularity of motorcycles and in case reduce
85
the price most of The customers like lower level people also willing to buy it due to its comfort. And it satisfied in all ways to all level of user's providing space for carrying the luggage, some respondents are want is providing the space for carrying the luggage. Safety driving cost are the other factors in the order preference thus it can been seen that safety driving that is road grip of the vehicle while riding is considered as very important as compared to it's cost. The study has revealed that consumer's quality of performance and mileage as the most important factors influencing the selection of a two-wheeler. Company image majority of the consider the company image while purchasing the bike is an important as fuel economy of the vehicle. Many of the respondents have indicated that resale value of the vehicle is important Spare parts costs are very high compare to other vehicles spare parts, The researchers should be under taken to reduce the cost of spare parts the ultimately repair cost is low then this would lead to greater purchasing activity of Hero Honda Passion.
86
Majority of the respondents suggested for the improvement of fuel efficiency of the vehicle, quality reduction in price and better after sales service. Some of the respondents suggested for the improvement of shock absorb bush of the vehicle. Because of shock absorb bush quality is not good. Some of the respondents suggested for the tank improvement of petrol tank durability. The recent trends should be considered while introducing new motorcycle in to the market. The above given suggestion, to some extent provide wealth of information which it made use of could enable the manufacturers of two wheelers to formulate a sound marketing strategy to increase this sales to compete with other two wheeler companies and also to increase the publicity and to get more profitable results.
87
Conclusion The Hero Honda motorbikes are very popular in case of above 25-45 years age group rather than bellow and above this age group. The major buyers of Hero Honda Passion are from upper middle class. The Hero Honda motorbikes are very popular in case of business class rather than the government service people. Existing users influence majorities of the buyers. Most of the buyers are influenced by the advertisement and company image. Majority of buyers give importance to mileage because of the higher fuel cost. Majority of the users are satisfied with these vehicles. Few users are not satisfied with the after sales service rendered by authorized dealers. Few or most of the users are not satisfied by safety driving In Hero Honda Passion advertisement the catch world The new economy king and has acquire the more number of buyers.
88
Annexure
Questionnaire Bibliography
89
Questionnaire Dear Respondents, I am a student of final year BBM studying in Dr. Ambedkar B.B.M College, Shimoga. As a part of my study, I have undertaken a project report on Marketing of Hero Honda motorcycle with special reference to Hero Honda Passion Plus - a case study of Mythri Motors, Shimoga. I would be grateful if you could spare a few moments to fill this questionnaire and give me some of your valuable suggestions, the information that is given by you will be used only for academic purpose. Thanking you, Yours faithfully Sandeep .S 1. Name: 2. Address: ___________________ ___________________ 3. Age group a. Below 25years b. 25 to 30 years 4. Educational qualification. a. Up to SSLC b. P.U.C 5 Occupation a. Govt employee [ ] c. Agriculture d. Business [ ] [ ] b. Private employee [ ] 6. Monthly income. a. Below Rs.5000 [ ] c. Rs.10000 to Rs. 15000 [ ] [ ] [ ] c. Graduation d. Post Graduation [ ] [ ] [ ] [ ] c. 30 to 35years d. 35years and above[ ] [ ]
e. Any other (specify)---------------
e. Any other (specify) ___________________
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b. Rs.5000 to 10000 [ ] 7. Do you own a bike? Yes a. Hero Honda b. Bajaj [ ] [ ] [ ]
d. Rs.15000 and above No [ ]
[ ]
8. If yes, name the brand. c. TVS Suzuki d. Royal Enfield [ ] [ ] [ ]
e. Any other (specify) 10. Do you ride bike? a. Regularly [ ] a. Necessary b. Style a. Advertisement b. Friends and relatives c. Observation media. a. News paper b. Magazines [ ] Yes [ ] [ ]
9. Year of purchase_____________ b. Occasionally [ ] [ ] [ ] c. Prestige d. Any other specify [ ] [ ] [ ] d. Company image e. Publicity f. any other------------[ ] [ ] [ ] [ ]
11. You need two-wheeler because of
12. How do you come to know about the vehicle?
13. If you have come to know through advertisement please name of the c. ratio[ ]
d. Television [ ] No [ ]
14. Are you satisfied with the advertisement of your motorcycle. 15. Which factors do you consider while purchasing the motorcycle? (Please rank them in order of your preference)
1. Mileage 2. Price 3. Appearance [ ] [ ] [ ] 8. Less repair 9. Credit facility [ ] [ ] [ ]
10. Power /pickup
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4. Technology [ ] Colors [ ] 7. Quantity [ ]
12. Easy to ride 13.After sales service [ ]
[ ]
6.
14. Feel proud to own if [ ]
16. What facility do you expect from your dealer? a. After sales service b. Periodic checking [ ] [ ] d. Installment checking [ ] [ ] e. Guarantee
c. Any other (please mention) --------------17. Are you satisfied with your dealers service? Yes [ ] No [ ] If no, why? --------------18. What is your opinion about the Hero Honda motorcycle. a. High b. Reasonable[ ] c. Low following? Excellent Good Mileage Price Maintenance Durability Design and outlook After sales service Convenience and safety Performance 20. Your suggestions: Fair Bad [ ] 19. What is your opinion about Passion performance? Respect the [ ]
Thank you for your kind co-operation. Place: Date: Signature
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BIBLIOGRAPHY
Textbooks Referred Marketing Management. Principles of Marketing. Consumer Behavior. Newspaper Referred Economics Times The Times of India Web Site Referred www.herohonda.com www.autoindia.com www.google.com. -Philip kotler -Philip Kotler -Sjua.R.Nair
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CONTENTS

Dr. Ambedkar BBM College

Dr. Ambedkar BBM College

Dr. Ambedkar BBM College

Dr. Ambedkar BBM College

Dr. Ambedkar BBM College

Dr. Ambedkar BBM College

Dr. Ambedkar BBM College

magazines and company reporters.

Dr. Ambedkar BBM College

Dr. Ambedkar BBM College

Chapter 2 COMPANY PROFILE

Dr. Ambedkar BBM College

Dr. Ambedkar BBM College

Dr. Ambedkar BBM College

Dr. Ambedkar BBM College

Dr. Ambedkar BBM College

Dr. Ambedkar BBM College

Dr. Ambedkar BBM College

Mr. Satoshi Matsuzawa

Dr. Ambedkar BBM College

1984 1985 1987 1989 1991

Dr. Ambedkar BBM College

Dr. Ambedkar BBM College

Dr. Ambedkar BBM College

Hero Honda is the World No. 1 for

Dr. Ambedkar BBM College

No.1 standard motorcycle CD Deluxe

following category: Overall "Bike of the Year" - CBZ X-treme

"Bike of the Year" - CBZ X-treme (up to 150 cc category)

Dr. Ambedkar BBM College

Dr. Ambedkar BBM College

NDTV Viewers' Choice Award to Glamour in the bike

Dr. Ambedkar BBM College

Dr. Ambedkar BBM College

Dr. Ambedkar BBM College

Performance to Hero Honda Motors Ltd.

Dr. Ambedkar BBM College

Chapter 3 PRODUCT PROFILE

Hero Honda Passion Plus

Technical specifications of Hero Honda Passion Plus

Dr. Ambedkar BBM College

Dr. Ambedkar BBM College

Hero Honda Passion Plus Technical Specifications

Dr. Ambedkar BBM College

Dr. Ambedkar BBM College

Dr. Ambedkar BBM College

It is found in different colors:

Dr. Ambedkar BBM College

Technical specifications of hero Honda passion plus

Dr. Ambedkar BBM College

Tyres Front Rear 2.75 x 18 - 4 PR / 42 P 3.00 x 18 - 4 / 6 PR Source: http://www.herohonda.com/

Dr. Ambedkar BBM College

Dr. Ambedkar BBM College

HISTORY OF TRANSPORTATION AND MOTORCYCLES

Dr. Ambedkar BBM College

Dr. Ambedkar BBM College

Dr. Ambedkar BBM College

Dr. Ambedkar BBM College

Dr. Ambedkar BBM College

Dr. Ambedkar BBM College

into test ride on test tracks.