A SUMMER TRAINING REPORT ON A PROJECT REPORT ON CUSTOMER BEHAVIOUR AND SATISFACTION LEVEL FOR HERO MOTOCORP LTD.

Submitted in partial fulfillment for the award of the degree Master of Business Administration Chhattisgarh Swami Vivekananda Technical University, Bhilai

Submitted by,

OMPRAKASH SINHA,
MBA Semester IIIrd Session 2011-2013

Approved By, DR. SUMEET GUPTA Head of the Department

Guided By, GURMEET SINGH General Manager JAI HERO, Rajnandgaon (C.G.)

Shri Shankaracharya Institute of Technology and Management

Junwani, Bhilai (C.G.) - 490020

DECLARATION
I the undersigned solemnly declare that the report of the research work entitled A PROJECT REPORT ON CUSTOMER BEHAVIOUR AND SATISFACTION LEVEL FOR HERO MOTOCORP LTD. is based on my own work carried out during the course of my study under the supervision of MR. GURMEET SINGH, General Manager (JAI HERO). I assert that the statements made and conclusions drawn are an outcome of my research work. I further declare that to the best of my knowledge and belief the report does not contain any part of any work which has been submitted for the award of MBA degree or any other degree/diploma/certificate in this University or any other University of India or abroad.

_________________ (Signature of the Candidate) OMPRAKASH SINHA Enrollment No: AI6161

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CERTIFICATE

This is to certify that summer internship report A PROJECT REPORT ON CUSTOMER BEHAVIOUR AND SATISFACTION LEVEL FOR HERO MOTOCORP LTD. is a

record of research work carried out by MR. OMPRAKASH SINHA bearing Enrollment No.: AI6161 under my/our guidance and supervision for the part fulfillment for the award of MBA Degree of Chhattisgarh Swami Vivekananda Technical University, Bhilai (C.G.), India.

To the best of my knowledge and belief the Report i) Embodies the work of the candidate him/herself, ii) Has duly been completed, iii) Is up to the desired standard both in respect of contents and language for external viva.

Gurmeet Singh General Manager JAI HERO, Rajnandgaon (c.g.)

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ACKNOWLEDGEMENT

I, hereby, express my gratitude towards JAI HERO, Rajnandgaon for granting me the opportunity to do my Internship Programme in their Company. I also take this moment to express my gratitude to Mr. Gurmeet Singh, General Manager of the JAI HERO under whose guidance i could conduct my summer training on A PROJECT ON CUSTOMER BEHAVIOUR AND SATISFACTION LEVEL FOR HERO MOTOCORP LTD. I am pleased to record my gratitude and sincere thanks to my guide, SSITM Bhilai for sincere guidance and valuable assistance for completing this report. I am also indebted to my parents and friends for their support for completing this project successfully. Once more, I am grateful to all the above mentioned people for the help, advices and suggestions they contributed in the making of my Internship Programme Report during the period of June-July 2012.

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TABLE OF CONTENTS Declaration by the Student Certificate from the Supervisor / Company Acknowledgments Chapter 1. Introduction to the study a. Explanation of the subject Chapter 2. Company Profile / Industry Profile a. About the Company / Industry b. The relation of work done in your study to the industry Chapter 3. Literature Review a. Related to the work done in your study Chapter 4. Research Methodology a. Objectives b. Research Plan c. Sampling Plan d. Data Collection e. Descriptive Statistics Chapter 5. Data Tabulation, Analysis and Results a. Type of Analysis used and Why b. Results of the Analysis Chapter 6. Findings of the study Chapter 7. Recommendations Chapter 8. Limitations Chapter 9. Conclusions References Appendices a. Research Progress Report b. Questionnaire used

PAGE 1 2 3 5-6 7-21

22-25 26-27

28-43

44-45 46-47 48-49 50-51 52-53 54-56

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CHAPTER - 1
INTRODUCTION

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1.1 Introduction of Study

Selling of any product, there is needed to build relationship with customer. For building a Relationship there is need for knowing the customer behavior and how will be they satisfied? This project is undertaken to know the customer behavior & satisfaction level for Hero MotoCorp in JAI HERO at (Rajnandgaon). Also through this project get awareness that which factors affect on the selling of bike mainly in the rural area. Because the area where project was undergoing, it is almost rural area and most population income depends on agriculture or its products. There were some limitations while doing the project. The data was collected by personal interviews of the respondents. It was very challenging to fill up the questionnaire as most of the population comes from rural back ground. As it was the rural area we were supposed to explain each and every question of the questionnaire. Also many of them did not show any interest in filling questionnaires.. This study will help Hero MotoCorp to know the most popular way by which they are providing services and quality to the customers and to know various customers Perceptions. From the study, we found that, the customers were highly satisfied with the products and service of Hero MotoCorp, but there were some complaints regarding after sales service and staff of Hero MotoCorp. It was found that Hero MotoCorp Motor cycle is having a good brand image in the market. Most of the respondents considered Hero MotoCorp showroom is one of the best places to purchase of Motor cycle. The present is the era of customers. Customers are more knowledgeable than ever before and because the customer is more knowledgeable, companies must be faster, more agile and more creative than few years ago. So companies should strive to enhance customer satisfaction through knowing their expectations regarding products. Hero MotoCorp should improve on their after sales support, and have knowledgeable support staff. Also Hero MotoCorp should increase the range of its targeted market.

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CHAPTER - 2
COMPANY PROFILE

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2.1 HISTORY OF COMPANY

Hero MotoCorp is the World's single largest two-wheeler motorcycle company. Honda Motor Company of Japan and the Hero Group entered a joint venture to setup Hero Honda Motors Limited in 1984. 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. Hero Motocorp Ltd. formerly known as Hero Honda is worlds largest Two-Wheeler company having its registered office in India. The company started with a joint venture between the Japanese Two Wheeler manufacturing company Honda in 1984, but in 2010 Honda decided to move out and Hero Cycle bought their shares and became a new independent identity. The new company which was renamed Hero Motocorp in August 2011 is now the worlds largest manufacturer of two wheelers. The company has been working intelligently and trying to utilise every opportunity to promote its new brand identity. The Company started with a vision of empowering India by its bikes and making it a mobile and much more empowered country by taking it to global market with its world class bikes In the 1980s Hero Honda introduced low cost and fuel efficient bikes in India. The Japanese technology which came from their Japanese partner Honda in the Hero motorcycles made it a huge hit in Indian market. The company continued to use the same technology till they parted ways with Honda. The company offers wide range of two wheelers including motorcycles and scooters. With its three manufacturing plants located at Haridwar, Gurgaon and Dharuhera, Hero churns out approx 3 million bikes in a year. Not only in manufacturing the company is a real hero in customer service also with a huge network of about 3000 dealerships and service centers across country. MILESTONES 1983 1984 1985 1987

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.
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 1989 1991 1992 1994 1997 1998 1999 2000 2001 2002

New motorcycle model - 'Sleek' introduced. New motorcycle model - 'CD 100 SS' introduced. 500,000th motorcycle produced. Raman Munjal Vidya Mandir inaugurated -A School in the memory of founder Managing Director, Mr. Raman Kant Munjal. New motorcycle model - 'Splendor' introduced. 1,000,000th motorcycle produced. New motorcycle model - 'Street' introduced. Hero Honda's 2nd manufacturing plant at Gurgaon inaugurated. 2,000,000th motorcycle produced. 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. 4,000,000th motorcycle produced. Environment Management System of Gurgaon Plant certified ISO-14001 by DNV Holland. Splendor declared 'World No. 1' - largest selling single two-wheeler model. 'Hero Honda Passport Programme' - CRM Programme launched.

New motorcycle model - 'Passion' introduced. One million production in one single year . New motorcycle model - 'Joy' introduced. 5,000,000th motorcycle produced. 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).
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New motorcycle model - 'CD Dawn' introduced, New motorcycle model 'Splendor +'introduced, New motorcycle model - 'Passion Plus' introduced, New motorcycle model -'Karizma' introduced. 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. 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. Hero Honda is the World No. 1 for the 5th year in a row. 15 million production milestone achieved. 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. Hero Honda Haridwar Plant inauguration. New 'Pleasure' launched. Splendor NXG launched with power start feature. New motorcycle model 'Passion Pro' launched. New 'CBZ Xtreme' launched. 25 million production milestone achieved. CD Deluxe launched with power start feature. New 'Glamour' launched. New 'Glamour Fi' launched.

2004 2005

2006 2007 2008

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 2009 2010 2011

Hero Honda GoodLife Program launched Hunk' (Limited Edition) launched. Splendor completed 11 million production landmark . New motorcycle model 'Karizma - ZMR' launched. Silver jubilee celebrations. New model Splendor Pro launched. Launch of new Super Splendor and New Hunk. New licensing arrangement signed between Hero and Honda. Launch of new refreshed versions of Glamour, Glamour FI, CBZ Xtreme, Karizma. Crosses the landmark figure of 5 million cumulative sales in a single year . July 29, 2011 - Hero Honda Motors changed its name to Hero MotoCorp following the exit of its erstwhile Japanese promoter, Honda, from the company. Hero Honda is now Hero MotoCorp

On 11 sept. 2011 the name of company was enhanced to Hero MotoCorp Ltd. From Hero Honda Motors and its known as Hero MotoCorp Ltd.

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2.2 COMPANY PROFILE

Hero MotoCorp Ltd. (Formerly Hero Honda Motors Ltd.) is the world's largest manufacturer of two wheelers,based in India. In 2001, the Company achieved the coveted position of being the largest two-wheeler manufacturing Company in India and also, the World No.1 two-wheeler Company in terms of unit volume sales in a calendar year. Hero MotoCorp Ltd. continues to maintain this position till date.

Vision
The story began with a simple vision the vision of a mobile and an empowered India, powered by its bikes. Hero MotoCorp Ltd., companys new identity, reflects its commitment towards providing world class mobility solutions with renewed focus on expanding companys footprint in the global arena.

Mission
Hero MotoCorps mission is to become a global enterprise fulfilling its customers needs and aspirations for mobility, setting benchmarks in technology, styling and quality so that it converts its customers into its brand advocates. The Company will provide an engaging environment for its people to perform to their true potential. It will continue its focus on value creation and enduring relationships with its partners.

Strategy
Hero MotoCorps key strategies are to build a robust product portfolio across categories, explore growth opportunities globally, continuously improve its operational efficiency, aggressively expand its reach to customers, continue to invest in brand building activities and ensure customer and shareholder delight.

Manufacturing
Hero Honda bikes are manufactured across three globally benchmarked manufacturing facilities. Two of these are based at Gurgaon and Dharuhera which are located in the state of Haryana in northern India. The third and the latest manufacturing plant is based at Haridwar, in the hill state of Uttarakhand.

Technology
In the 1980s the Company pioneered the introduction of fuel-efficient, environment friendly four-stroke motorcycles in the country. It became the first Company to launch the Fuel Injection (FI) technology in Indian motorcycles, with the launch of the Glamour FI in June 2006.

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Its plants use world class equipment and processes and have become a benchmark in leanness and productivity. Hero MotoCorp, in its endeavor to remain technology pioneer, will continue to innovate and develop cutting edge products and processes.

Products
Hero Honda's product range includes variety of motorcycles that have set the industry standards across all the market segments. The Company also started manufacturing scooter in 2005. Hero Honda offers large no. of products and caters to wide variety of requirements across all the segments.

Distribution
The Companys growth in the two wheeler market in India is the result of an intrinsic ability to increase reach in new geographies and growth markets. Hero MotoCorps extensive sales and service network now spans over to 5000 customer touch points. These comprise a mix of authorized dealerships, Service & Spare Parts outlets, and dealer-appointed outlets across the country.

Brand
The new Hero is rising and is poised to shine on the global arena. Companys new identity Hero MotoCorp Ltd. Is truly reflective of its vision to strengthen focus on mobility and technology and creating global footprint. Building and promoting new brand identity will be central to all its initiatives, utilizing every opportunity and leveraging its strong presence across sports, entertainment and ground- level activation.

2010-11 Performance
Total unit sales of 54, 02,444 two-wheelers, (growth of 17.44 per cent) Total net operating income of Rs. 19,401.15 Crores, growth of 22.32 per cent Net profit after tax at Rs. 1,927.90 Crores Total dividend of 5250% or Rs. 105 per share including Interin Dividend of Rs. 70 per share on face value of each Share of Rs. 2 each EBIDTA margin for the year 13.49 per cent EPS of Rs. 96.54

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2.3 BOARD OF DIRECTORS

No. 1. 2. 3. 4. 5. 6.

Name of the Directors

Designation

Mr. Brijmohan Lall Munjal Mr. Pawan Munjal Mr. Sunil Kant Munjal Mr. Suman Kant Munjal Mr. Paul Edgerley Mr. Pradeep Dinodia Gen. (Retd.) V. P. Malik Mr. Analjit Singh Dr. Pritam Singh

Chairman Managing Director & CEO Jt. Managing Director Non-Executive Director Non-Executive Director Non-Executive and Independent Director Non-Executive and Independent Director Non-Executive and Independent Director Non-Executive and Independent Director Non-Executive and Independent Director Non-Executive and Independent Director Non-Executive and Independent Director

7.

8.

9.

10. Mr. M. Damodaran

11. Mr. Ravi Nath

12. Dr. Anand C. Burman

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2.4 PRODUCT OF HERO HONDA MOTORCYCLE

Category Product Name CD Dawn Slogan PUBLIC KA APNA TRANSPORT Naye Indian ki Nayi Deluxe Bike Why should boys have all the fun? The All New DESIGNED TO EXCEL Yaari ki gaadi ab sirf style hi style bolega All New SIMPLY SUPER SIMPLY MAGNETIC Trusted by millions RIDE THE FUTURE Solid like you LIVE OFF THE EDGE EVERYBODY FOLLOWS THE ALWAYS GAME ABOVE ALL Engine Capacity 97.2 cc

CD Deluxe Entry Pleasure MAESTRO Splendor + SPLENDER NXG Passion PRO Deluxe Super splendor GLAMOUR Splendor PRO GLAMOUR PGM Fi Achiever CBZ XTREME Hunk Premium KARIZMA KARIZMA ZMR IMPULSE

97.2 cc 97.2 cc 109 cc 97.2 cc 97.2 cc 97.2 cc 124.7 cc 124.7 cc 97.2 cc 124.8 cc 149.2 cc 149.2 cc 149.2 cc 223 cc 223 cc 149.2 cc

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2.5 PRODUCT PROFILE PRICE LIST(02.05.2012)

MODEL NAME
EX. SHOW RTO/INS ACC. G.LIFE EXWTY R. OF TTL

PLEASURE MAESTRO CD-DOWN DC-DELUX SPK CD-DELUX-CW CD-DELUX S.W. SELF CD-DELUX C.W. SELF SPLENDOR 10 SPOKE SPLENDOR 10 CAST SPLENDOR PRO KIK SPK SPLENDOR PRO KIK CAST SPLENDOR PRO SELF SPK SPLENDOR PRO SELF CAST SPL NXG KIK SPOKE SPL NXG KIK CAST SPL NXG S.W SELF SPL NXG C.W. SELF PASSION PRO(S.W.) KIK PASSION PRO(C.W.) KIK PASSION PRO(S.W.) SELF PASSION PRO(C.W.) SELF PASSION PRO(DSC) SELF GLAMOUR C.W. SELF(NEW) GLAMOUR C.W. SELF DISK GLAMOUR DISCW-KIK-FI GLAMOUR DISCW-SLF-FI SUPER SPLENDOR CW NEW CBZ XTREEM (REAR DISK) CBZ XTREEM(REAR DRUM) HUNK SELF (NEW) (fr /disk) HUNK SELF(NEW)(fr & redisc) IMPULS KARIZMA-R KARIZMA-10

42663 47511 37137 39593 41384 41998 42920 43937 44961 44858 45882 46905 47929 42914 44449 45677 46701 46598 48135 48645 49669 51716 53430 55477 58624 62769 51613 70341 67270 66095 69166 70803 80107 100781

4250 4600 4000 4150 4200 4250 4300 4400 4450 4450 4500 4550 4600 4300 4400 4500 4550 4600 4700 4750 4800 5000 5250 5400 5550 5650 4900 6500 6000 5900 6150 6300 6850 7900

2400 2400 900 900 900 900 900 900 900 900 900 900 900 900 900 900 900 900 900 900 900 900 900 900 900 900 900 350 350 350 350 350 350 350

250 250 250 250 250 250 250 250 250 250 250 250 250 250 250 250 250 250 250 250 250 250 250 250 250 250 250 250 250 250 250 250 250 250

550 550 550 550 550 550 550 550 550 550 550 550 550 550 550 550 550 550 550 550 550 570 570 570 570 570 570 570 570 570 570 610 610

50110 54760 42840 45440 47290 47950 48920 50040 51110 51010 52080 53160 54230 48910 50550 51880 52950 52900 54540 55100 56170 58420 60400 62600 65890 70140 58240 78010 74440 73160 76490 78270 88170 109890

NOTE:- Price can be change time to time.

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2.6 COLOURS OF BIKE No. MODELS CD Dawn 1 2 3 4 5 COLOURS COMBINATION

Black With Gold Stripes, Black With Purple Stripes, Boon Silver Metallic, Candy Blazing Red, Classy Maroon Metallic CD Deluxe Boon Silver Metallic, Candy Blazing Red, Classy Maroon Metallic, Black With Red Stripes, Black With Purple Stripes Pleasure Dream Orange, Candy Blazing, Aqua Green, Sports Red, Evony Grey, Light Purple MAESTRO Electric Blue, Harvest Green, Blazing Red, Pearl White, Panther Black, Force Silver Splendor + Excellent Blue, Hi Granite Blue, Black With Purple Stripe 1, Purple Stripe 2, Purple Stripe 3, Black With Silver Stripe, Cloud Silver, Candy Red SPLENDER NXG Vibrant Blue, Black With Red Stripes, Black With Purple Stripes, Black With Silver Stripes, Force Silver Metallic, Candy Blazing Red Passion PRO Sport Red, Black With Sports Red, Vibrant Blue, Black With Heavy Grey, Black With Frost Blue, Leaf Green Metallic, Force Silver Super splendor Cloud Silver, Candy Blazing Red, Heavy Grey, Graphite Black, Vibrant Blue, Black With Fiery Red, Black With Electric Purple GLAMOUR Black With Tornado Grey Metallic, Black With Frost Blue Metallic, Candy Blazing Red, Black With Vibrant Orange, Black With Sports Red Splendor PRO Excellent Blue, Black Monotone, Black Purple, Candy Blazing Red, Heavy Grey, Hi Granite Blue, Cloud Silver, Palace Maroon GLAMOUR PGM Fi Black With Sport Red, Candy Blazing Red, Shield Bold Metallic CBZ XTREME Sport Red, Digital Silver, Max Brown Metallic, Flaming Orange, Panther Black Metallic Hunk Panther Black, Ebony Grey, Force Silver, Bold Brown, Marine Green, Sports Red, Blazing Red KARIZMA Power Black, Ebony Grey, Daring Yellow, Spotlight White, Sport Red KARIZMA ZMR Panther Black Metallic, Vibrant Orange, Blazing Red, Spotlight White IMPULSE Grassland Green, Deep Sea Blue, Terra Rossa, Canyon Orange

6 7 8 9

10 11 12 13 14 15 16

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2.7 GOOD LIFE PROGRAMME

The Hero MotoCorp GoodLife Program is designed to compliment your good life in every way. It brings you an easy to use privilege card packed with special rewards and benefits. And it doesnt end here. It also provides you with a free riders insurance worth 1 Lakh to ensure your peace of mind. Whats more, your Hero MotoCorp GoodLife Program membership rewards you with points on all your spends. So make the best use of your card and redeem your points for fabulous rewards! Winner of the month:- All members enrolled in a month get a chance ot participate in an exciting lucky draw and 4 lucky winners get a chance to win a Splendor+. Referral Points :- Earn additional 3000 points on referring a Hero MotoCorp two-wheeler to your friends-n-family members and 6000 points on upgrading your own two-wheeler. First Transaction Benefit :- You can earn the First Transaction Gift on your first program transaction through the card and also earn 500 points as first transaction benefit. Discount on Spares & Accessories :-Start receiving a special discount of 5% on the purchase of spares and accessories on your successful enrollment and free wash coupon (with limited validity period). Points Earned on Money Spent :-Accumulate points on the purchase of service, spares and accessories at an authorized Hero MotoCorp dealership or service centre. Each rupee spent gets translated into one point earned. Free Rider's Personal Insurance:-Get a free Personal Accidental Insurance worth Rs. 1 lakh on your successful enrolment. Go Green:-Get 50 Green Reward points for every Pollution Under Control check of your vehicle. Present the Pollution Under Control certificate to the dealer and earn your points. Service Bonus :-Get 100 points per service and 500 as continuity bonus on every 6th regular service Bonus Points On Birthday :-Earn bonus double points for every transaction done on your birthday and get special greetings too. *Terms & Conditions Apply Special Value Offers :-Exclusive invities to events and special value offers from our partners, selected especially for you. Redeem points, take home your gifts As you continue your journey with us, you can redeem your points for fabulous gifts.

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2.8 DEALER PROFILE

JAI HERO was established in the year 1992 at Rajnandgaon (C.G.) . Three entrepreneurs as a partner have started JAI HERO SHOW ROOM. DEALERS NAME (PARTNERS) 1.MR.LAXMINARAYAN SINGH 2. MR.DEVWRATH SINGH 3.MR.RATNESH SINGH JAI HERO is authorized dealer of HERO MOTOCORP LTD. At Rajnandgaon (C.G.) .

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DEPARTMENT :1. Sales 2.Spares 3.Services (pre delivery inspection, good life, extended warranty)

FINANCE AVAILABLE FROM :1.INDUSIND BANK LTD 2.HDFC 3.ICICI 4.SHRI RAM CITY FINANCE 5.UNION FINANCE

PRIVATE FINANCE available from:1.RISHAB FINANCE 2.DHANESH FINANCE 3.BEARER FINANCE

2.9 COMPETITORS 1. BAJAJ

2. HONDA 3. TVS 4. SUZUKI 5. YAMHA 6. ROYAL ENFIELD 7. MAHINDRA 8. KINATIC

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2.10 DEALERS ORGANIZATION STRUCTURE

OWNER

Show Room

Service Station

Godown Incharge incharge Mechanics P.D.I. Incharge Helper

Floor Line Suplier

Front Line suplier

Delivery bike Wash boy

Account Manager Delivery boy Cashier Mechanics incharge Bill Booking Executive Parts supplier

Finance Executive Sales Executive P.D.I. Incharge

R.T.o. insInsurance

Service Adviser Page | 21

CHAPTER - 3
REVIEW OF LITERATURE

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3.1 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 dispse 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. 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.

3.2 CONSUMER BUYING DECISION PROCESS

There are following five stages in consumer buying decision process. (i) 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. (ii) Information Search: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.

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(iii) 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. The marketer must know which criteria the consumer will use in the purchase decision. (iv) 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. (v) Post Purchase Behavior:After purchase the product, the consumer will experience the same level of product. The Marketers job not end when the product is buying must monitor post-purchase satisfaction, postpurchase 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 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
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consumer throws the product away, the marketer needs to know how they dispose of it; especially it can be hurt the environment.

3.3 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 enviourmenatal influences such as the family social groups, culture, economics and bu

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CHAPTER 4
RESEARCH METHODOLOGY

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Research Methodology:Section A: - Objective

1. To know customer behavior for purchase of hero motocorp bike. 2. To identify the factor which influences on customer decision.

3.

To know which medium play important role for purchasing bike.

Section B:- Research Plan

RESEARCH PLAN Descriptive Survey Questionnaire Rajnandgaon (c.g.) convenience 100

Research Design: Research Method Used Research Technique Used Data Collection (location) Sampling Plan Sample Size

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CHAPTER 5
DATA TABULATION, ANALYSIS AND RESULT

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Respondent Profile:1. Gender profile :

Table 1: Indicating gender profile of the respondents Gender
Male Female Total

Percent
75 25 100

Interpretation:
75% of the respondents were male and 25% of the respondent s were female.

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2. Age profile :
Table 2: Indicating age profile of the respondent Age
18-19 20-29 30-39 40 & above Total

Percent
5 41 29 25 100

Interpretation:
41% of the respondents fall in the age group of below 20-29, 29% of the respondents fall in the age group of 30-39 and 25% of the respondents fall in the age group of 40 and above. 5% of the respondents fall in the age group of 18-19,
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3. Occupation of the respondents :

Table 3: Indicating Occupation of the respondents Occupation
Business Service Students Agriculture Total

Percent
43 32 5 20 100

Interpretation:
43% of the respondents were business class, 32 % of the respondents were service class, 20 % of the respondents were agriculture, 5 % of the respondents were student.
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4. Income of the Respondents :

Table 4: Indicating Income of the respondents. Income
<10,000 10,000-15,000 15,000-20,000 20,000 & above Total

Percent
15 44 30 11 100

Interpretation:
44% of the respondent fall in the below 10,000-15,000 , 30% of the respondent fall in the bracket of 15,000-20,000 , 15% of the respondent fall in the bracket of <10,000, 11% of the respondent fall in the 20,000 & above.
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Analysis:1. Do you have own bike ?

Percent
Yes No Total 43 57 100

Interpretation:
57% respondents dont have own bike,

43% respondents have own bike.

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2. Which medium do you refer to purchasing bike?

Sources
News paper TV advertisement Friends & relatives others Total

Percent
26 24 38 12 100

Interpretation:
38% of the respondents had the knowledge through friends &relatives, 26% of the respondents had the knowledge through newspaper, 24% of the respondents had the knowledge through TV advertisment, 12% of the respondents had the knowledge through others.

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3. Who is decision maker for purchasing bike in your family?

Decision maker
Father Mother Self others Total

Percent
46 8 42 4 100

Interpretation:
46% of the respondents take decision by father for purchasing bike, 42% of the respondents take decision by self for purchasing bike, 8% of the respondents take decision by mother for purchasing bike, 4% of the respondents take decision by other for purchasing bike.

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4. What is your source of finance?

Source of finance
By Cash By Loan Total

Percent
35 65 100

Interpretation:
65% respondents purchase bike by Loan,

35% respondents purchase bike by Cash.

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5. Which factors influence you to purchase HERO bike? Brand reputation

Factor Brand Most More Important Less Least important important important important 52 33 12 3 0

Interpretation:
52% of the respondents told that brand is most important, 33% of the respondents told that brand is more important, 12% of the respondents told that brand is important, 3% of the respondents told that brand is less important, 0% of the respondents told that brand is least important.

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Style
Factor Style Most More Important Less Least important important important important 18 34 45 3 0

Interpretation:
45% of the respondents told that brand is important, 34% of the respondents told that brand is more important, 18% of the respondents told that brand is most important, 3% of the respondents told that brand is less important, 0% of the respondents told that brand is least important.

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COLOUR
Factor Most importan t 69 More importan t 28 Importan t 3 Less importan t 0 Least importan t 0

COLOU R

Interpretation:
69% of the respondents told told that COLOUR is most important, 28% of the respondents told that COLOUR is more important, 3% of the respondents told told that COLOUR is important, 0% of the respondents told told that COLOUR is less important, 0% of the respondents told told that COLOUR is least important.

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Price
Factor Price Most More Important Less Least important important important important 57 34 9 0 0

Interpretation:
57% of the respondents told that price is most important, 34% of the respondents told that price is more important, 9% of the respondents told that price is important, 0% of the respondents told that price is less important, 0% of the respondents told that price is least important.

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Pick up
Factor Pick up Most More Important Less Least important important important important 5 11 49 21 14

Interpretation:
49% of the respondents told that price is important, 21% of the respondents told that price is less important, 14% of the respondents told that price is least important, 11% of the respondents told that price is more important, 5% of the respondents told that price is most important.

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Mileage
Factor Mileage Most More Important Less Least important important important important 19 44 35 2 0

Interpretation:
44% of the respondents told that price is more important, 35% of the respondents told that price is important, 19% of the respondents told that price is most important, 2% of the respondents told that price is less important, 0% of the respondents told that price is least important.

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Maintenance
Factor Maintenance
Most More Important important important Less important Least important

11

15

67

Interpretation:
67% of the respondents told that price is important, 15% of the respondents told that price is more important, 11% of the respondents told that price is most important, 7% of the respondents told that price is less important, 0% of the respondents told that price is least important.

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CHAPTER 6
FINDING OF STUDY

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Finding of Study:
1. The study shows that 57% respondent has already bike. 2. The study shows that 38% respondent had knowledge through friends &relatives. 3. The study shows that 46% of the respondents take decision by father for purchasing bike. 4. The study shows that 65% respondents purchase bike by Loan. 5. Respondents told that brand 52%, COLOUR 69%, price 57% are most important. 6. Respondents told that mileage 44% is more important. 7. Respondents told that style 45%, pick up 49%, maintenance 67% are important.

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CHAPTER 7
RECOMMENDATION

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Recommendation:1. Brand is the most significant factors so while making promotional activities companies must focus more on Brand name. 2. Company should try to use more loan facility.

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CHAPTER 8
LIMITATIONS OF THE STUDY

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Limitations of the Study:During conducting period this training I come across the following limitations.

Very often responded do not express their true feelings. In such case their habit, preference, practice cannot be assessed correctly. Some of the respondents refuse to give the important information best known to them. Lack of experience.

However in spite of these limitations all efforts have been put to make the report correct, genuine, and fulfilling the objectives of the reports.

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CHAPTER 9
CONCLUSION

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Conclusion:1. Mostly people getting knowledge by friend and relatives. 2. Mostly Father is decision maker for purchasing bike in your family. 3. Mostly respondents purchase bike by Loan. 4. Mostly respondents told that brand, COLOUR, price are most important. 5. Mostly respondents told that mileage is more important. 6. Mostly respondents told that style, pick up, maintenance are important.

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REFERENCE

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REFERENCE:-

WEBSITE:www.heromotocorp.com www.scribd.com www.projects4mba.com www.docstoc.com

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QUESTIONNAIRE

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A PROJECT REPORT ON CUSTOMER BEHAVIOUR AND SATISFACTION LEVEL FOR HERO MOTOCORP LTD. 1. Do you have own bike? (a) Yes ( ) (b) No ( ) 2. Which medium do you refer to purchasing bike? (a) News paper ( ) (b) TV advertisement ( ) (d) Friends & relatives( ) (d) others ( ) 3. Who is decision maker for purchasing bike in your family? (a) Father ( ) (b) Mother ( ) (c) Self ( ) (d) other ( ) 4. What is your source of finance? (a) By cash ( ) (b) By Loan ( ) 5. Which factors influences you to purchase HERO bike? (1=most important factor and 5=least important factor) FACTOR Most More Important Less Least important important important important Brand reputation Style COLOUR Price Pick up Mileage Maintenance

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CUSTOMER PERSONAL INFORMATIONS: 1. NAME: 2. ADDRESS: 3. GENDER : 4. AGE:

-----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

Male 18-19

Female 20-29 Service < 10,000 15,000-20,000 30-39 Students 40 & Above Agriculture

5. OCCUPATION: Business
6. MONTHLY INCOME: (in rupees)

10,000-15,000 20,000 & above

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