MARKETING OF HERO HONDA MOTORCYCLE

WITH SPECIAL REFERENCE TO HERO HONDA

SPLENDOR PRO
- a case study of Karthik Motors, Shivamogga.
CHAPTER CONTENTS
Chapter 1
I!"#$%C!I#
I&troductio&
#'(ectives of the study
eed of the study
Scope of the Study
Methodo)ogy
*imitatio&s
Chapter Scheme
Chapter +
C#M,-. ,"#/I*0
1ero 1o&da2s Missio&
1ero 1o&da2s Ma&date
3oard of $irectors
Key Mi)esto&es of 1ero 1o&da
1
Chapter 4
,"#$%C! ,"#/I*0
1ero 1o&da Sp)e&dor ,ro
!ech&ica) specificatio&s of 1ero 1o&da Sp)e&dor ,ro
Chapter-5
1IS!#". #/ !"-S,#"!-!I# -$ M#!#"C.C*0S
1istory of !ra&sportatio&
$eve)opme&t of !ra&sportatio&
-utomo'i)es
1istory of Motorcyc)e
!he $eve)opme&t of Machi&es
Ma&ufacture of !6o-7hee)ers i& I&dia
/uture for I&dia !6o 7hee)er I&dustry
Chapter-8
$0-*0" ,"#/I*0
9S"00 K-"!1IK M#!#"S:
I&troductio&
Capita) structure of the firm
I&fra structure /aci)ities
#rga&i;atio& chart
Chapter-<
S%"=0. --*.SIS -$ I!0","0!-!I#
Chapter >
/I$I?S, S%??0S!I#S -$ C#C*%SI#
-&&e@ure
Auestio&&aire
3i')iography
2
Chapter 1
I!"#$%C!I#
I&troductio&
#'(ectives of the study
eed of the study
Scope of the Study
Methodo)ogy
*imitatio&s of the Study
Chapter Scheme
3
I!"#$%C!I#
I&troductio&
The two-wheeler industry has recently witnessed a reversal in its
fortress. And the sharp rise in demand for two wheelers during the few
months 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 ourneys of the past few years. !or riding on two-
wheelers rough terrain can be pretty tric"y business.
#uring the first two decades of independent $ndia the two
wheelers industry has more or less monopoli%ed by two or three maor
manufactures with are assured mar"et people waited for lager period to
get a vehicle there by restricting their choice. $n the seventies& there was
a drastic increase in the petroleum price in the international mar"ets.
This led to the development of fuel economy vehicles in 'apan.
(overnment of $ndia in 1)*+ liberali%ed license of
manufacturing of two-wheelers vehicle in large scale with foreign
collaboration.
$ndia has emerged as a global giant in the two-wheelers
industry. $t is today the largest mar"et in the wor"ed with domestic of
over 2++, 2+ lac" venial in.
-owever& today after half of a decade of e.plosive growths the
industry is moving into consolidation phase characteri%ed by short-term
stagnation competition.
/
The future prospects for the industry remain e.tremely bright.
This is on account of0 -
a. A steady of population to urban carters
b. A growing middle loss and lac" of an ade1uate public transportation
system.
2ithin the two-wheeler mar"et& the scoter segment has shown
ma.imum growth primarily at the cast of mopeds while the motorcycle
segment has maintained a slow but steady growth. -owever& in the new
economic environment this tread may also change. $n one hand& the
demand for mopeds and minifies 3li"e -ero puc" 4*+ etc&5 is e.pected
to increase given the lesser purchasing power of the consumer& coupled
with the higher price and fuel cast for scooter and motorcycles
$n 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 ta"e
it fir fur and other transportation from one corner to another.
This proect report attempt to bring out details regarding history&
achievements growth of the -ero -onda 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 mar"et for motorcycles and also recent planning of two-wheeler
in $ndia. 4ore stress is given toward the case study of. 6arthi" motors.
2ho is the authori%ed dealer for -ero -onda 4otor cycles7 Attempts
have also been made to assess the present mar"et performances of
,
certain suggestions have also been given adopting suitable mar"et
strategy.
#'(ectives of the study
To "now about the different motorcycles in 8himoga city&
To analyses the sales performance of -ero -onda motor cycles by the
dealer of century automobiles show room 8himoga.
To assess the mar"et strategy adopted by the dealer in 8himoga.
To analyses the general problem in mar"eting of motorcycles and
specific problem confronted by the dealer.
To final the factors those influence the selection of the products&
To "now the customer attitude toward the products&
To give suggestions to improve strategy&
To evaluate the effectiveness of the mar"eting strategy in helping to
achieve organi%ational goal&
eed of the study
9:onsumer attitude towards mar"eting 4i.; has a great role to play in
the purchase decision& therefore it is necessary for every mar"eting manager to
try and understand the 9:onsumer Attitude;. This could be helpful to the
manufacturer to understand the attitude of the consumer.
The manufacturer must consider the following while ma"ing the
decision and policies0
i. Tailor made product.
<
ii. $t should be priced right.
iii. $t must be standard and specific.
iv. $t must be easy for handling and distribution.
v. $t should reach the right consumer at the right time = at right
place.
Stateme&t of ,ro')em
>ow a day mar"eting is characteri%ed by capitation in every
field. There are number of products each having separate substitutes. A
manufacture has a :leary identity what e.actly the consumer needs and
what e.actly the ma"es a product completely satisfy his needs and then
educate the consumer effectively to create a demand for the product.
This is evident from the mar"eting aimed at generating customs
satisfaction as the "ey to satisfy organi%ation goals.
>ow a day. -ero -onda price are highly comparing to other
motorbi"es. 2herever we will develop our mar"eting 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 it?s intelligent enough to e.press e.actly
what his re1uirements are and national enough to udge the re1uirement
of his needs. >o manufacturer can thin" 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 mar"et.
@
This study fries to analyses the factors that influence the
consumer in selection of a two-wheeler while ma"ing a purchase
decision. The study also during to light the e.tort of satisfaction among
the owners of the -ero -onda motorcycles.
Scope of the Study
8himoga is a commercial city with a population of 3., lac"s.
The scope of the study is restricting to the consumer attitudes 3behavior5
towards motorcycles in 8himoga city.
The two-wheelers have become necessity in the modern life. 8o
every person prefer motorcycles& which gives& better fuel consumption&
durability economical and safety.
The report includes he efforts that have been ta"en by -ero
-onda 4otor cycle to improve the 1uality and push up the sales of -ero
-onda motor cycles.
The two- wheeler being a long lasting product the survey
includes the past purchase and few protective buyers of the productA

Methodo)ogy
$ata co))ectio&
Brimary #ata 8econdary #ata
Bersonal interview >ews paper
4aga%ines
:ompany reports
Both primary and secondary data have collected to bring our this proect
Brimary 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 1uestionnaires had been issued to the
respondents to avoid unnecessary delay and to ta"e filling test easy the
1uestionnaire were prepared in a structural name for the purpose of
analy%ing the mar"et performers of sealers& their sales analysis and other
details has been collected form the dealers of 6arthi automobiles
8himoga. 8econdary data have been collected from the newspaper&
maga%ines and company reporters.
*imitatio&s
As there are nearly a ,+C to <+C who buy the -ero -onda for
every month. These person?s samples may give an accurate. Beside this
survey was limited by time and financial factors.
The primary data collected through the 1uestionnaire has it is own
shortcomings. 4ainly because the respondents ware not very
responder?s clouded to be based with their reviewers the main reason
why some of the responders could not furnish the re1uire information
comprehensively may be because of their poor "nowledge. -owever an
attempt has been made to prepare as accurately as possible.
The study has restricted to users of motorcycles
The study has done within the 8himoga city limits
8amples chaser by me is ,+ responders who are very small compare
the mar"et si%e.
#ue to the lac" of constraints and shortage of anthers resources.
)
Chapter Scheme
:hapter-1 0 $ntroduction #eals with Desearch #esign
:hapter 20 :ompany Brofile (ives the profile of the -ero -onda
:hapter-30 Broduct Brofile #eals with the product selected for study
:hapter-/ 0 -istory of 4otor :ycle
:hapter ,0 !irm Brofile #eals with the profile of 8ree 6arthi" 4otors&
>.T Doad& 8himoga
:hapter <0 8urvey Analysis #eals with the analysis of survey
conducted
:hapter @0 8urvey findings& suggestions and conclusion #eals the
summary of survey conducted followed by suggestions and conclusion.
1+
Chapter +
C#M,-. ,"#/I*0
1ero 1o&da2s Missio&
1ero 1o&da2s Ma&date
3oard of $irectors
Key Mi)esto&es of 1ero 1o&da
11
C#M,-. ,"#/I*0
-ero -onda was first started in 'anuary 1)& 1)*/ (urgaon&
-aryana& $ndia as a oint venture of the -ero group3$ndia5 and
-onda motor co. ltd3'apan5. -ero -onda is $ndia?s >umber one two
wheeler company.
-ero -onda has been the world?s biggest manufacture of two
wheeler motori%ed vehicle since 2++1& when it produced 1.3 million
motorbi"es in a single year.
#uring the *+?s -ero -onda become the first company in
$ndia to prove that it was possible to drive a vehicle without
polluting the roads. The company introduced new generation
motorcycles that set industry benchmar"s for fuel thrift and low
emission.
-ero -onda product range today commands a mar"et share of
/*C& ma"ing it a veritable giant in the industry by way of
technology e.cellence& an e.tensive dealer networ"& and you have
one of most customer oriented company. :ustomer satisfaction and
high 1uality product the strength of -onda technology and hero
12
-onda groups dynamism has helped hero -onda motors limited
fortune and e.ceed limit.
Ever 1) million hero -onda two wheeler tread $ndian roads
today. These are almost as many the number of people in !inland&
$reland and 8weden put together.
The oint venture between $ndiaFs -ero (roup and -onda
4otor :ompany& 'apan has not only created the worldFs single
largest two wheeler company but also one of the most successful
oint ventures worldwide.
#uring the *+s& -ero -onda became the first company in
$ndia to prove that it was possible to drive a vehicle without
polluting the roads. The company introduced new generation
motorcycles that set industry benchmar"s for fuel thrift and low
emission. A legendary 2/i)) it - Shut it - /orget it2 campaign
captured the imagination of commuters across $ndia& and -ero
-onda sold millions of bi"es purely on the commitment of
increased mileage.
13
Ever 2+ million -ero -onda two wheelers tread $ndian roads
today. These are almost as many as the number of people in
!inland& $reland and 8weden put togetherG
-ero -onda has consistently grown at double digits since
inceptionH and today& every second motorcycle sold in the country is
a -ero -onda. Ivery 3+ seconds& someone in $ndia buys -ero
-ondaFs top -selling motorcycle 8plendor. This festive season& the
company sold half a million two wheelers in a single monthJa feat
unparalleled in global automotive history.
-ero -onda bi"es currently roll out from its three globally
benchmar"ed manufacturing facilities. Two of these are based at
#haruhera and (urgaon in -aryana and the third state of the art
manufacturing facility was inaugurated at -aridwar& Kttra"hand in
April this year. These plants together are capable of producing out
/./ million units per year.
-ero -ondaFs e.tensive sales and service networ" now spans
over 3+++ customer touch points. These comprise a mi. of
1/
dealerships& service and spare points& spare parts stoc"iest and
authori%ed representatives of dealers located across different
geographies.
-ero -onda values its relationship with customers. $ts uni1ue
:D4 initiative - -ero -onda Bassport Brogram& one of the largest
programs of this "ind in the world& has over 3 million members on
its roster. The program has not only helped -ero -onda understand
its customers and deliver value at different price points& but has also
created a loyal community of brand ambassadors.
-aving reached an unassailable pole position in the $ndian
two wheeler mar"et& -ero -onda is constantly wor"ing towards
consolidating its position in the mar"et place. The company
believes that changing demographic profile of $ndia& increasing
urbani%ation and the empowerment of rural $ndia will add millions
of new families to the economic mainstream. This would provide
the growth ballast that would sustain -ero -onda in the years to
come. As Brimohan Lall 4unal& the :hairman& -ero -onda
4otors succinctly points out& M2e pioneered $ndiaFs motorcycle
industry& and itFs our responsibility now to ta"e the industry to the
ne.t level. 2eFll do all it ta"es to reach there.FF
1,
10"# 1#$-2S MISSI#
-ero -onda?s mission is to strive for synergy between
technology& systems and human resources& to produce products and
services that meet the 1uality& performance and price aspirations of
its customers. At the same time maintain the highest standards of
ethics and social responsibilities.
This mission is what drives -ero -onda to new heights in
e.cellence and helps the organi%ation forge a uni1ue and mutually
beneficial relationship with all its sta"e holders.
10"# 1#$-2S M-$-!0
-ero -onda is a world leader because of its e.cellent
manpower& proven management& e.tensive dealer networ"& efficient
supply chain and world-class products with cutting edge technology
from -onda 4otor :ompany& 'apan. The teamwor" and
commitment are manifested in the highest level of customer
1<
satisfaction& and this goes a long way towards reinforcing its
leadership status.
3oard of $irectors
o. ame of the $irectors $esig&atio&
1 4r. Brimohan Lall 4unal :hairman = 2hole-time #irector
2 4r. Bawan 4unal 4anaging #irector = :IE
3 4r. Toshia"i >a"agawa 'oint 4anaging #irector
/ 4r. 8umihisa !u"uda Technical #irector
, 4r. Em Bra"ash 4unal >on-e.ecutive #irector
< 4r. 8unil 6ant 4unal >on-e.ecutive #irector
@ 4r. 4asahiro Ta"edagawa >on-e.ecutive #irector
* 4r. 8atoshi 4atsu%awa
3Alternate #irector to 4r. Ta"ashi >agai5 >on-e.ecutive #irector
) 4r. Bradeep #inodia >on-e.ecutive = $ndependent #irector
1+ (en.3Detd.5 Ned Bra"ash 4ali" >on-e.ecutive = $ndependent
#irector
11 4r. Analit 8ingh >on-e.ecutive = $ndependent #irector
12 #r. Britam 8ingh >on-e.ecutive = $ndependent #irector
13 4s. 8hobhana Bhartia >on-e.ecutive = $ndependent #irector
1/ 4r. 8unil Bharti 4ittal>on-e.ecutive = $ndependent #irector
1,. 4r. 4eleveetil #amodaran >on-e.ecutive = $ndependent
#irector
1<. 4r. Arun >ath 4aira >on-e.ecutive = $ndependent #irector
1@
K0. MI*0S!#0S #/ 10"# 1#$-
Oear Ivent
1)*3 'oint :ollaboration Agreement with -onda 4otor :o. Ltd. 'apan
signed
8hareholders Agreement signed
1)*/
-ero -onda 4otors Ltd. incorporated
1)*, !irst motorcycle M:# 1++M rolled out
1)*@ 1++&+++th motorcycle produced
1)*) >ew motorcycle model - M8lee"M introduced
1))1 >ew motorcycle model - M:# 1++ 88M introduced
,++&+++th motorcycle produced
1))2 Daman 4unal Nidya 4andir inaugurated - A 8chool in the
memory of founder 4anaging #irector& 4r. Daman 6ant 4unal
1))/ >ew motorcycle model - M8plendorM introduced
1&+++&+++th motorcycle produced
1))@ >ew motorcycle model - M8treetM introduced
-ero -ondaFs 2nd manufacturing plant at (urgaon inaugurated
1))* 2&+++&+++th motorcycle produced
1))) >ew motorcycle model - M:BPM introduced
Invironment 4anagement 8ystem of #haruhera Blant certified
with $8E-1/++1 by #>N -olland
Daman 4unal 4emorial -ospital inaugurated - A -ospital in the
memory of founder 4anaging #irector& 4r. Daman 6ant 4unal
2+++ /&+++&+++th motorcycle produced
Invironment 4anagement 8ystem of (urgaon Blant certified $8E-
1/++1 by #>N -olland
1*
8plendor declared F2orld >o. 1F - largest selling single two-
wheeler model
M-ero -onda Bassport BrogrammeM - :D4 Brogramme launched
2++1 >ew motorcycle model - MBassionM introduced
Ene million production in one single year
>ew motorcycle model - M'oyM introduced
,&+++&+++th motorcycle produced
2++2 >ew motorcycle model - M#awnM introduced
>ew motorcycle model - MAmbitionM introduced
Appointed Nirender 8ehwag& 4ohammad 6aif& Ouvra 8ingh&
-arbhaan 8ingh and Paheer 6han as Brand Ambassadors
2++3 Becomes the first $ndian :ompany to cross the cumulative @
million sales mar"
8plendor has emerged as the 2orldFs largest selling model for the
third calendar year in a row 32+++& 2++1& 2++25
>ew motorcycle model - M:# #awnM introduced
>ew motorcycle model - M8plendor QM introduced
>ew motorcycle model - MBassion BlusM introduced
>ew motorcycle model - M6ari%maM introduced
2++/ >ew motorcycle model - MAmbition 13,M introduced
-ero -onda became the 2orld >o. 1 :ompany for the third
consecutive year.
:rossed sales of over 2 million units in a single year& a global
record.
8plendor - 2orldFs largest selling motorcycle crossed the , million
mar"
>ew motorcycle model - M:BPRM introduced
1)
'oint Technical Agreement renewed
Total sales crossed a record of 1+ million motorcycles
2++, -ero -onda is the 2orld >o. 1 for the /th year in a row
>ew motorcycle model - M8uper 8plendorM introduced
>ew motorcycle model - M:# #elu.eM introduced
>ew motorcycle model - M(lamourM introduced
>ew motorcycle model - MAchieverM introduced
!irst 8cooter model from -ero -onda - MBleasureM introduced
2++< -ero -onda is the 2orld >o. 1 for the ,th year in a row
2++@ -ero -onda is the 2orld >o. 1 for the <th year in a row
>ew F8plendor >S(F launched
>ew F:# #elu.eF launched
>ew FBassion BlusF launched
>ew motorcycle model F-un"F launched
2+ million production milestone achieved
2++* -ero -onda -aridwar Blant inauguration
>ew FBleasureF launched
8plendor >S( lauched with power start feature
>ew motorcycle model FBassion BroF launched
>ew F8plendor BroF launched
2, million production milestone achieved
:# #elu.e lauched with power start feature
>ew F(lamourF launched
>ew F(lamour !iF launched
2009
-un"F 3Limited Idition5 launched
8plendor completed 11 million production landmar"
2+
>ew motorcycle model F6ari%ma - P4DF launched
8ilver ubilee celebrations
2010
-ero -onda Bassion Bro
-ero -onda 8plendar Bro
-ero -onda >S(
21
,"#MI0! -7-"$S !# !10 C#M,-.
.ear -6ards B "ecog&itio&s
+C1C Compa&y of the .ear a6arded 'y 0co&omic !imes -6ards for
Corporate 0@ce))e&ce +CCD-CE.
C3C !=1D #verdrive -6ards +C1C 21a)) of /ame2 to
Sp)e&dor
$!= ,rofit Car B 3ike -6ards +C1C -
!6o-6hee)er Ma&ufacturer of the .ear
C&3 =ie6ers2 Choice !6o-6hee)er of the .ear 9Kari;ma
FM":
3ike Maker of the .ear 'y 0!-Fig7hee)s Car B 3ike of the
.ear -6ards +CCE
+CCE F!6o-6hee)er Ma&ufacturer of the .earF by >#TN Brofit :ar =
Bi"e Awards 2++) and Bassion Bro adudged as :>B NiewersF
:hoice two-wheeler
Top $ndian :ompany under the FAutomobile - Two-wheelersF
sector bythe $u& B 3radstreet-"o)ta Corporate -6ards
2on (old in the DeaderFs $igest !rusted 3ra&d +CCE in the
F4otorcyclesF category
$!= ,rofit 3usi&ess *eadership -6ards +CCE - two-wheeler
category
22
+CCD $!= ,rofit 3usi&ess *eadership -6ard +CCD - -ero -onda
2ins the :oveted M>#TN Brofit Business Leadership Award
2++*M
!op ?ear $esig& -6ards +CCD - -un" Bi"e of the Oear Award
$!= ,rofit Car I&dia B 3ike I&dia -6ards - >#TN
9Niewers? :hoice Award; to -un" in Bi"e category
I&dia !imes Mi&dscape a&d Savi)e "o6 9- /or'es ?roup
=e&ture: *oya)ty -6ards - 9:ustomer and Brand Loyalty
Award; in Automobile 3two-wheeler5 sector
-sia& "etai) Co&gress -6ard for "etai) 0@ce))e&ce 38trategies
and 8olutions of business innovation and transformation5 - Best
:ustomer Loyalty Brogram in Automobile category
$!= ,rofit Car I&dia B 3ike I&dia -6ards - Bi"e
4anufacturer of the year
#verdrive Maga;i&e - Bi"e 4anufacturer of the year
!S =oice of the Customer -6ardsG
>o.1 e.ecutive motorcycle 8plendor >S(
>o.1 standard motorcycle :# #elu.e
>o. premium motorcycle 8plendor Bro
+CC> The >#TN Brofit :ar $ndia = Bi"e $ndia Awards 2++@ in the
following category0
Everall MBi"e of the OearM - :BP S-treme
MBi"e of the OearM - :BP S-treme 3up to 1,+ cc category5
23
MBi"e Technology of the OearM - (lam out B(4 !$
MAuto Tech of the OearM - (lam out B(4 !$ by Everdrive
4aga%ine.
MBi"e of the OearM - :BP S-treme by Everdrive 4aga%ine.
Dan"ed :BP S-treme MBi"e of the OearM - by B 8 4otoring
4aga%ine
94ost Trusted :ompany; & by T>8 Noice of the :ustomer Awards
2++<.
:# #elu.e rated as M>o 1 standard motorcycleM by T>8 Noice of
the :ustomer Awards 2++<.
+CC< Adudged @th Top $ndian :ompany by 2all street 'ournal Asia
3Top $ndian Two 2heeler :ompany5.
Ene of the * $ndian companies to enter the !orbes top 2++ list of
world?s most reputed companies.
>o. 1 in automobile industry by T>8 Corporate Socia)
"espo&si'i)ity -6ard.
Best in its class awards for each category by !S !ota) Customer
Satisfactio& -6ards +CC<0
8plendor Blus 3I.ecutive5
:# #elu.e 3Intry5
Bleasure 3(earless 8cooters5
8plendor = Bassion - Top two models in two wheeler category by
IT Brand I1uity 8urvey 2++<.
2/
Adudged @th Top $ndian :ompany by 2all street 'ournal Asia
3Top $ndian Two 2heeler :ompany5.
Top $ndian company in the Automobile - Two 2heeler sector by
#un = Bradstreet - -merica& 0@press Corporate -6ards +CC<.
-ero -onda 8plendor rated as $ndiaFs most preferred two-wheeler
brand at the -6aa; Co&sumer -6ards +CC<.
:ertificate of I.port I.cellence for outstanding e.port
performance during 2++3-+/ for two-wheeler = three- wheelers -
:omplete 3>on 88$5 by Ingineering I.port Bromotion :ouncil.
The >#TN Brofit :ar $ndia = Bi"e $ndia Awards 2++< in the
following category0
Bi"e 4a"er of the Oear
Bi"e of the Oear - Achiever
Bi"e of the Oear - Achiever 3up to 1,+ cc category5
Bi"e of the Oear - (lamour 3up to 12, cc category5
>#TN NiewersF :hoice Award to (lamour in the bi"e
category
+CC8 Awaa% :onsumer Awards 2++, - $ndiaFs most preferred two-
wheeler brand by :>B: in the FAutomobilesF category.
Bi"e 4a"er of the Oear Award by Everdrive 4aga%ine.
$:2A$ >ational Award for I.cellence 38econd5 in :ost
4anagement 2++/ in the private sector category by $:2A$.
1+th 4otilal Eswal 2ealth :reator Award for as the most
2,
consistent wealth creator for the period 1))1-2++,.
+CC5 2inner of the Deview 2++ AsiaFs Leading :ompanies Award
33rd Dan" amongst the top 1+ $ndian companies5.
(N: Level 1 3-ighest Dating5 by :D$8$L for corporate
(overnance.
Adudged as the Best Nalue :reator - Large 8i%e :ompanies 2++3-
+/ by The Eutloo" 4oney.
:orporate I.cellence Award 2++/ by $ndian $nstitute of 4aterials
4anagement.
Adudged as the Ergani%ation with $nnovative -D Bractices by -T
Bower 'obs for -D I.cellence.
$:8$ >ational Award for I.cellence in :orporate (overnance
2++/ by The $nstitute of :ompany 8ecretaries of $ndia.
+CC4 2inner of the Deview 2++ - Asia Fs Leading :ompanies Award
33rd Dan" amongst the top 1+ $ndian companies5.
4ost Despected :ompany in Automobile 8ector by Business
2orld.
Bi"e 4a"er of the Oear by Everdrive 4aga%ine.
+CC+ Bi"e 4a"er of the Oear by Everdrive 4aga%ine.
2inner of the Deview 2++ - Asia Fs Leading :ompanies Award
3/th Dan" amongst the top 1+ $ndian companies5.
2<
:ompany of the Oear of IT Awards for :orporate I.cellence.
Dan"ed /th in FEverall Best 4anaged :ompanyF category& ran"ed
3rd in FBest !inancial 4anagementF and FBest Eperational
IfficiencyF category& ran"ed <th in FEverall Best $nvestor
DelationsF category& by Asia money.
-ighest 2ealth :reating :ompany of the Oear Award by the
4oney.
(N: Level 1 3-ighest Dating5 by :D$8$L for :orporate
(overnance.
+CC1 Bi"e 4a"er of the Oear by Everdrive 4aga%ine.
2inner of the Deview 2++ - Asia Fs Leading :ompanies Award
3)th Dan" amongst the top 1+ $ndian :ompanies5.
2inner of Three Leaves Award for showing :orporate
Invironment Desponsibility in the Automobile 8ector by :enter
for 8cience = Invironment.
1EEE >ational Broductivity Award for the Best Broductivity Award in the
category of Automobile = Tractor presented by Nice Bresident of
$ndia.
1EE8 The Analyst Award 1)), presented to -ero -onda 4otors Ltd. on
being ran"ed )th amongst the most investor rewarding companies
in $ndia.
1EE8 >ational Award for outstanding contribution to the #evelopment
of $ndian 8mall 8cale $ndustry 3>8$: Award - Bresented by
Bresident of $ndia5.
1EE1 Iconomic Times--arvard Business 8chool Award for :orporate
2@
Berformance to -ero -onda 4otors Ltd.
2*
Chapter 4
,"#$%C! ,"#/I*0

1ero 1o&da Sp)e&dor ,ro
!ech&ica) specificatio&s of 1ero 1o&da Sp)e&dor ,ro
2)
,"#$%C! ,"#/I*0
General information
Model: Hero Honda Splendor Pro
Year: 2011
Category: Sport
Rating: 59 out of 100. Show full rating and compare with other bikes
Engine and transmission
Displacement: 97.50 ccm 5.95 cubic inches!
Engine type: Single c"linder# four$stroke
Power: 7.70 HP 5.% k&!! ' 7500 (P)
Torque: *.0+ ,m 0.* kgf$m or 5.9 ft.lbs! ' +500 (P)
Compression: 9.0-1
Fuel system: .arburettor
Fuel control: /H.
gnition: 0igital .01
Cooling system: 2ir
Gear!o": +$speed
Transmission
type#
final dri$e:
.hain
Clutc%: &et# multiplate
C%assis# suspension# !ra&es and w%eels
Frame type: 3ubular double cradle
Front suspension: 3elescopic h"draulic shock absorbers
Rear suspension: Swing arm with 5 step h"draulic shock absorbers
Front tyre
dimensions:
2.75$1*
Rear tyre 2.75$1*
3+
dimensions:
Front !ra&es: 45panding brake drum brake!
Front !ra&es
diameter:
160 mm 5.1 inches!
Rear !ra&es: 45panding brake drum brake!
Rear !ra&es
diameter:
160 mm 5.1 inches!
P%ysical measures and capacities
Dry weig%t: 109.0 kg 2+0.6 pounds!
Power'weig%t
ratio:
0.070% HP7kg
($erall %eig%t: 1#0+0 mm +0.9 inches!
($erall lengt%: 1#970 mm 77.% inches!
($erall widt%: 720 mm 2*.6 inches!
Ground clearance: 159 mm %.6 inches!
Fuel capacity: 11.00 litres 2.91 gallons!
Reser$e fuel
capacity:
1.00 litres 0.2% gallons!
(t%er specifications
)tarter: 4lectric 8 kick
*ig%t: 65&765& halogen headlights
Electrical: 6 2h batter" for kick start and + 2h batter" for self start.
)eat: 2$person seat
Color options: 9lue# black# red# orange# gre"# maroon# sil:er
Comments: /ptional self starter adding + kg to the weight. Sold in 1ndia.
Hero Honda is ;oint :enture between 1ndia<s Hero =roup
and Honda.
31
32
T%e features of t%e new )plendor Pro will include:
Power Start
2ll new 2P0> engine with more power
Higher fuel efficienc"
1mpro:ed headlight intensit" ? at lower speeds high output 2.= !
)aintenance free batter"
Passing switch ? for eas" o:ertaking 8 conspicuit"
3"re with wider crown radius for better handling
(ear cushion with 5 step ad;ustments
,ew colours 8 stripes
,ew refreshed front :isor
3ough Sil:er colour engine co:er
.ommenting on the launch# )r. 2nil 0ua# Sr. >ice President )arketing 8
Sales!# Hero Honda )otors @td said# ASplendor is the most trusted and
popular two$wheeler brand in the industr". Beeping in mind the :aried
needs of customers# it has been our constant endea:our to inno:ate in
the delu5e categor" to build a range of Splendor offerings while
33
strengthening the trust of our :alued customers. &ith the all$new
Splendor Pro# we ha:e brought in a fresh round of e5citement to our
customers. 3his bike re$defines performance# safet"# toughness and
aesthetics in this segment. &e are confident that Spendor Pro will further
augment our growth in the delu5e segment.C
A&e are also looking forward to maintaining the all$time high monthl"
sales numbers of the past few months. &e ha:e lined up a few more
e5citing launches in the run$up to the festi:e season.C He added
0esigned with an attention to detail# the Splendor Pro features
impro:ements in technolog"# design and aesthetics towards ensuring a
hassles$free dri:e for the rider.
1ncorporating the ,ew$=en 2P0> engine with 2d:anced Pro$series
0igital >ariable 1gnition S"stem# the new Splendor Pro offers greater
power of 7.* Ps. .ombined with impro:ed safet" features ranging from
toughened steering head for all terrains# and t"res with wider crown for
impro:ed handling# the new Splendor Pro deli:ers on performance and
reliabilit". 3he bike also features a wide range of aesthetic impro:ements
such as new muffler co:er# new refreshed front :isor# new handle holder
and ke" design and 3ough Sil:er colour engine co:er.
3he new Splendor Pro is attracti:el" priced at (s 69#9507$ spoke drum
kick# e5$showroom 0elhi! and (s +1#9507$ spoke drum self# e5$showroom
0elhi!. 1t is being made immediatel" a:ailable through Hero HondaDs wide
network of o:er +200 sales and ser:ice points across the countr".
Hero HondaDs Splendor brand was introduced in the 1ndian market in the
"ear 199+ and since then the brand has become a li:ing legend in the
motorc"cle industr" in the countr"# and indeed across the globe# winning
3/
the unwa:ering trust of the customers. 3he bike has grown to be
s"non"mous with reliabilit"# performance and :alue. Since its launch# the
Splendor range has been regularl" updated to meet customersD e:ol:ing
preferences and tastes.
)%ades a$aila!le in +ero +onda )plendor Pro
Splendor Pro is a:ailable in se:en shades-
$ =ranite blue
$ 9lack with purple stripe 1
$ 9lack with purple stripe 11
$ 9lack with purple stripe 111
$ 9lack with sil:er stripe
$ .loud sil:er
$ .and" red
,ariants of +ero +onda )plendor Pro
Hero Honda Splendor Pro is a:ailable in 2 :ariants-
3,
$ Splendor Pro with kick start and spoke wheels
$ Splendor Pro with self start and allo" wheels
C1-,!0"-5
-$8TEDO E! TDA>8BEDTAT$E> A># 4ETED:O:LI8
1istory of !ra&sportatio&
$eve)opme&t of !ra&sportatio&
-utomo'i)es
1istory of Motorcyc)e
!he $eve)opme&t of Machi&es
Ma&ufacture of !6o-7hee)ers I& I&dia
/uture /or I&dia !6o 7hee)er I&dustry
3<
1IS!#". #/ !"-S,#"!-!I# -$ M#!#"C.C*0S
1istory of !ra&sportatio&
Transportation means movement of and his maters from
one place to another in any part of earth $t is the convergence or the
act of transporting from times immemorial main has been able to
move him powerfully influenced by easy in" surface of the earthA
$n spite of adverse circumstance man by hammering
nature whether it be directly or indirectly has e.plored and
e.ploited the resources of the earth& the wheels the sails& the steam
engine the internal combustion. Ingine the electronic motor are the
few landmar"s in transportation. The greatest brea" through man in
the technology of flight promise of 21
st
century approached to be
copped by the roc"et engine. By this& main was free from
dependence or earth atmospheres and permitted him to visuali%e
traveling to the other places.
3@
$eve)opme&t of !ra&sportatio&
Before the close of 1)
th
century& although for two decades&
there was much e.perimentation in construe of vehicles powered by
the 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 $$
-utomo'i)es
A self-propertied passenger vehicle designed to be operated
on ordinary roads may be called an automobile. According to the
services rendered the general motor vehicle may be classified into
several types namely motorcar& motorcycle& scooter etc. All these
vehicles certainly re1uire fuel. This fuel may be either pectoral or
diesel. They are the essential fuel re1uired for automobile
operation. But in the present circumstances& as is "nows to all the
natural resources of petrol and diesel being consumed rapidly which
alert us the need of a new fuel for which e.perimentation is going
on for instance the solar energy is trying to be e.perimental with.
3*
1istory of Motorcyc)e
A motorcycle is a vehicle& which the principles of bicycle
and the internal combustion entire are combined. The internal
combustion engine generally is a gasoline engine. The term covers
a range of machine form ,+cc piston displacement or below
3mopeds or motorcycles5 to 1++cc multiple cylinder models of
which the K.8 -arley #avidson and $ndia N T wins& the British
1+++cc s1uare / aerial& and the / cylinder. $talian 4.N Augusta is a
representative. The term motorcycles also covers motor scooters&
which have power until from ,+cc to 2,+ cc.
An Inglishmen& Idward butter the first motorcycle in 1**/
but the first motorcycle to appear publicity was one built by
9(ottlied #aimer; of can start& 2urttemberg of germane in 1**,
4otorcycle did not attain even slight public popularity until toward
the end of 1)
th
century. !rench and Belgium designers were among
the mar"ets of the practical motorcycle engines and motorcycle
increasing steadily throughout the first 3+ years of the2+th century.
$n both world wars& motorcycles were widely used for military
purposes and after 2orld 2ar $$& an appreciation of the remar"able
3)
revival of public interest in motorcycle& mopeds and scooter. $n the
united states the year after the world be compared with that western
Iurope Although at times& the continuing popularity of two-
wheelers transport has been 1uestioned& there is no doubt that it was
firmly established in the second half of the 2+
th
century the motor
provided a means of individual powered transport& combining
reliability& economy and comfort young people had always been
1uic" to appreciate its advantages moreover the sporty and travel
appeal of the two-wheeler e.panded yearly
!he $eve)opme&t of Machi&es
The development of motorcycle was steady in the formative
years positioning of the poor unit varied but by 1)1+& designers had
recogni%ed that the most practical point was two and central later
motorcycle or were attached by long belts and plates to frames.
!rames were building up from steel tubing oined by either welding
or barging.
Iarly single cylinder commercial motorcycle persisted in the
second half of 2+
th
were four stro"es& in which values were
/+
employed with the compressing firing in one direction 3upward or
down word5 only many below 2,+cc capacity were 2 stro"es
through a succession of passage wall and parts& The Iuropean
method of rating an engine is by the volumetric. The house power
rating is used in some countries& including the Knited stares a rough
e1uivalent in between *to1+ -B per 1++cc for models with 2 to /
cylinders.
4ultiple cylinders ensure smooth running and because light
weight models cheap to run and easy to maintain two of the
foremost British design the four stro"es 1)2cc water cooled
velocity LI and the 2 stra"e 2,+cc 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 maor
adustments. Ilementary tube ignition had given way to advance
forms of electrical generation by means of magnetic or an induction
coil
/1
The magneto was either separate price of mechanism driver
from the engine by means of gearing a chains or more integral with
the flywheel.
Ma&ufacture of !6o-7hee)ers I& I&dia
4ost 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 1uality and 1uality 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
li"e engine& gear unites wheel drums etc. where as they purchase
combustor form worlds best manufacture li"e 98BA:E;
94$:ADBE; 9EDB$TAL; Because this is the part which helps for
the better mileage. Ether parts li"e tyres& tubes& bearings&
speedometer& shac" absorbers horns& bulbs& cables etc& are
purchased from certain recogni%ed industries. :ertain other things
/2
li"e wiring plastic and fiber parts seats etc are purchased from
small-scale units.
$n the forgoing steel sheets are converted into this needs li"e
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 ta"en into test ride on test trac"s. $f the vehicles
perform. 2ell to the standards& the vehicle is ready for dispatch.
/uture /or I&dia !6o 7hee)er I&dustry
Two wheelers in $ndia is a glowing mar"et which no doubt by
the turn of country will become the largest mar"et users loo"
forward to area of choice& as they have an option form several
highly 1uality products which are priced and available at reasonable
cast.
As the 9eighties; faced a tremendous growth of two-wheeler
over / fold umping from /.2+ la"h in the year 1)*+ to 1@2/ la"s
1)*). But the >ineties
9-old out great challenges ahead. $f eighties was the decade for
1uality 9mine these could be the decade for 1uality. Ingines with
/3
higher fuel efficiently low maintenance cost e.cellent 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.
//
Chapter-8
$0-*0" ,"#/I*0
9S"00 K-"!1IK M#!#"S:
I&troductio&
Capita) structure of the firm
I&fra structure /aci)ities
#rga&i;atio& chart

/,
$0-*0" ,"#/I*0
I&troductio&
8ree "arthi" has been incorporated as a sole proprietor.
The from was establish in 'une ,
th
2++3 the firm is located in >.T
Doad shimoga
4r. Daghu :.N started their carrier with the establishment
of concern namely 9Bopular cycles;. Bopular tyres up the year 2++3
which did their grand father start. This concern is situated in By-
pass Anne.es >.T Doad 8himoga. Later in they started another firm
namely 8ree 6arthi". Eurs showroom has a wor"shop = vacant
hall over our showroom measuring 1/+++.s1.ft. Also a vacant land
of appro.imately /+R2++ is still vacant behind our building for our
future course of plans.
Eur wor"shop is measuring /+++ s1. ft. we are carrying out
around *+-)+-motorcycle service a day with good revenue. The
wor"shop revenue is able to maintain our total e.penditure of our
business the profit from the new vehicle will ta"en care of interest
= other investment the reputation of our wor"shop for good 1uality&
/<
timely delivery = courtesies has added to our. $ncrease is sales =
also the increase in our reporting at our wor"shop.
As our reputation in sales& wor"shop is good we are confident
of lifting our firm to a greater new height.
Capita) structure of the firm
4r. Daghu.:.N contributed the total sum of Ds )&++&+++
for the establishment of the firm as deposited in the company is Ds-
2,& ++&+++ was borrowed form canara ban" 8.4 circle shimoga this
fund was used for purchase of spare parts and other e.penses of the
showroom.
!rom 2+++-2++1 it e.pended to 1.2crore
2++1-2++2 it e.pended to 1.,crore
At . present year 2++*-2++) it e.pended 2.3 crore
/@
I&fra structure /aci)ities
*a&d a&d 'ui)di&g
The firm has our land whose are in 13+++ s1.ft. $ncluding
showroom& wor"shop& spare parts section
,o6erG
The total electric used by the firm is /++ units per month and 6 B T
: L supplies the same
Machi&ery
The firm is well e1uipped with all re1uired tools. These are
re1uired for the tools in the firm are Ds ,+++++ in beginning. But
"now it has that entire modern total which re1uire in present day is
Ds 1+++++
#ffice staff of the firm
The office staff includes.
1. 4anager 34anaging partner5
2. 8ales e.ecutive?s
3. Effice in charge
/. Accountant
/*
,. 8tore "eepers
<. Two cler"s
@. :omputeri%es
*. Typist
). Deceptionist
#"?-IF-!I# C1-"!
/)
4anaging #irector
8ales
$ncharge
8pares
$ncharge
2or"s
4anager
Accounts
$ncharge
8ervice
Advisor
8ales
Berson
1 computer
operator
3 staff
1 computer
operator
3 service
supervisor
4echanics
= -elpers
2 staff
!he marketi&g mi@ strategy of the firm
4ar"eting 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
15 Broduct
25 Brice
35 Bromotion
Er of an article in terms of money. 2ithout it we cannot buy
or sale any thing price of a product consists of the physical produce
product plus the bundle of e.pectations. The product should be
worth the price only then would be the consumer bean satisfied.
Thus is case of the -ero -onda motor limited they have fi.ed
reasonable prices for their vehicles and thus great demand in the
mar"et.
,romotio&
$t is an activity connected with the promoting the sales. $t
may also mean mar"et communicationH Bromoting involves
advertising personnel dealing dealers and soles promotions
advertising mean nothing but a paid form of non-personnel
preservation and promotion ideas. (ood services by an identified
sponsor $t is a form of publicity. 8oles promotion plans are re1uired
to attract the attention of the consumer and created a demand for the
product.
,+
-dvertisi&g p)a&&i&g at Sree Karthik
The advertising policies adopted by the 8ree 6arthi" are as
follows0
15 >ews advertisement
25 #emonstration of the vehicles in rural areas through mobile
service van
35 Ergani%ing sports of other cultural activities
/5 Decently by the cable TN advertisements
$istri'utio&
$t 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 are0-
a5 4anufactures-whole sales-Detailers- consumers
b5 4anufactures- sales man-#ealers consumers
c5 4anufactures-Detailers-consumers
d5 4anufactures-consumers
$n case of 8ree 6arthi" they still the products after receiving
from the manufactures that is -ero -onda limited. As it is the
authori%ed dealers of -ero -onda in 8himoga district
,1
Sree Karthik
Brice list of -ero -onda motorbi"es in 8ree "arthi"
4odel Nehicle
cost
Life
ta.
$nsurance Dagd
charge
-B
enters
charge
Total
reg
En
road
Bassion /2.,)+ 3&/*+ )<+ /*, 1++ /&*2, /@&/1,
Bassion
plus #8
/,&22, 3&/*3 1&++, /*, 1++ ,&+@, ,+&2)*
-ero
-onda :#
3@&@)+ 3&)1+ *@@ /*, 1++ /&3@, /2&*2)
8plendor
plus
3@&@)+ 3&+2* )+3 /*, 1++ /&,1< /3&*2)
8plendor
>S(
/+&,)+ 3&12< )2, /*, 1++ /.<3< /,.22<
#awn 3<.@</ 2.*31 *,) /*, 1++ /.2@, /1.+3)
:#-#awn 32&/12 2&/)< @*, /*, 1++ 3&*<< 3<&2@*
A4B
#DK4
/,&3)+ 3&/), 1&++* /*, 1++ ,&+** ,+&/@*
A4B
#$8-
/*&113 3.@+, 1&+,, /*, 1++ ,&3/, ,3&/,*
A4B
8ILI
,2&@1/ /&+,) 1&13/ /*, 1++ ,&@@* ,*&/)2
:BP #$8: ,2&3** /&+3/ 1&1)+ /*, 1++ ,&*+) ,*&1)@
:BP
(EL#
,2&)2, /.+@, 1&2*@ /*, 1++ ,&*,) ,*&@*/
:BP 8ILI ,@&@<) /&//* 1&2*@ /*, 1++ <&32+ </&+*)
A4B 13,
#D
/,&3)+ 3&/), 1&++* /*, 1++ ,&+)) ,+&/@*
6AD$P4A *+&2@+ <&1*1 1&<)3 /*, 1++ *&/,) **&@2)
,2
/orm su'-$ea)er p)aces
8himoga
-arihar
8hi"aripuar
-onnali
Bosavapatna
-ebri
!a')e sho6s year)y sa)es of the Sree Karthik
Oear 8ales
2++2-2++3 2&/++
2++3-2++/ 3&/++
2++/-2++, /&/++
2++,-2++< ,&/++
2++<-2++@ <&@++
2++@-2++* @&,++
2++*-2++) @&)++
2++)-2+1+ *&,++
2+1+-2+11 *&)++
,3
Chapter-<
S%"=0. --*.SIS -$ I!0","0!-!I#
,/
S%"=0. --*.SIS
This :hapter deals with the analysis of data collected from the
survey of customer opinions about the 1ero 1o&da C3F 4otorcycle.
The data has been analy%ed with reference to the stages involved
in the purchase decision process of consumers viseH need arousal&
information search& and evaluation of alternatives& purchase decision and
post purchase behavior of consumer.
$n the case of study on consumer behavior the respondents play
vital role. $ndividuals 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.
$n this chapter& we have analy%ed the data of respondents. This
would necessitate obtaining the accurate demographic profile of the
respondents.
A convenient sampling techni1ue was made use of for this survey
and the number of respondents chosen was ,+.
,,
1. "espo&de&ts -ge ?roup
The following table reveals the classification of Despondents
according to their age group.
!a')e-1
C)assificatio& of respo&de&ts 'ased o& age.

SourceG /ie)d survey
Table-1 indicates the age group of respondents out of which 1<C
of total belong to the age group of below 3, years& 2+C respondents
belong to the age group of 2, to 3+ years. /2C of respondents belong to
the age group of 3+ to 3, years and the remaining 22C belong to the age
group of 3, years and above.
-ge ?roups o of "espo&de&ts ,erce&tage
Below 2, * 1<
2, to 3+ 1+ 2+
3+ to 3, 21 /2
3, = above 11 22
Total ,+ 1++
,<
?raph sho6s c)assificatio& of respo&de&ts 'ased o& age
,@
+. 0ducatio&a) Hua)ificatio& of respo&de&ts
The Iducational 1ualification of respondents has been classified
into , categories as shown in the following table.

!a')e-+
C)assificatio& of respo&de&ts 'ased o& 0ducatio&
SourceG /ie)d survey
Table-2 indicates the educational 1ualifications of respondents.
Eut of total >o. Ef Despondents /2C are educated up to graduation&
1/C up to BK: *C up to 88L:& 32C of respondents educated up to post
graduation and only /C of respondents have other 1ualification.
0ducatio& *eve) o of "espo&de&t ,erce&tage
Kp to 88L: / *
BK: @ 1/
(raduates 21 /2
Bost (raduates 1< 32
Ethers 2 /
Total ,+ 1++
,*
?raph sho6s educatio&a) Hua)ificatio& of respo&de&ts
,)
4
7
21
16
2
0
5
10
15
20
25
Up to SSLC PUC Graduates Post Graduates Others
4. #ccupatio&a) patter&G
Eccupation refers to the "ind of wor" with which an individual
becomes completely engaged. $t is also denotes the habitual
employment& profession& craft or trade of an individual. $t is an
instrument of livelihood and an essential factor in society.
$n our study the occupation of the respondents has been classified
into , categories as shown in the table-3
!a')e -4
C)assificatio& of respo&de&ts 'ased o& occupatio&.
SourceG /ie)d survey
Table 3 and clearly indicates the occupation of respondents. Eut of
the total number of respondents 2<C belongs the business class& 1+C
#ccupatio& o. #f "espo&de&ts ,erce&tage
(ovt. Imployee < 12
Brivate Imployee 1) 3*
Business man 13 2<
Agriculture @ 1/
Any other , 1+
Total ,+ 1++
<+
belongs to the student?s fol"& 12C of respondents are government
employees& 3*C belongs to private employees and the remaining 1/C of
respondents are agriculturist.
?raph sho6s c)assificatio& of respo&de&ts 'ased o& occupatio&
<1
5. I&come ?roup 9,er -&&um:
$ncome is considered to be one of the main determinants of one?s
social and economic position. The statuses of individual differ on
account of income variation within the same occupation. $t is the
income& which reflects the standard of living in the society. The
following table represents yearly income of the respondents.
!a')e 5
C)assificatio& of respo&de&t 3ased o& i&come
SourceG /ie)d Survey
Table / indicates income group of respondents& out of the total
respondents 12C belongs to the income group of Below Ds ,+++& 2/C
belongs to the income group of ,+++ to 1++++& 3<C belongs to the
income group of 1++++ to 1,+++& and remaining 2*C belongs to the
income group of 1,+++ to Above.
I&come ?roup o. of "espo&de&ts ,erce&tage
Below Ds ,+++ < 12
,+++ to 1++++ 12 2/
1++++ to 1,+++ 1* 3<
1,+++ and above 1/ 2*
Total ,+ 1++
<2
?raph sho6s c)assificatio& of respo&de&t 3ased o& i&come
<3
6
12
18
14
0
2
4
6
8
10
12
14
16
18
BelowRs 5000 5000 to 10000 10000 to 15000 15000 ad a!o"e
8: $iffere&t 'ra&ds of motorcyc)es possessed 'y the respo&de&ts
The fallowing table respondents the owners of different brands of
motorcycles.
!a')e -8
#6&ers differe&t 'ra&ds of motorcyc)es.
$iffere&ce 'ra&ds o. of
"espo&de&ts
,erce&tage
-ero -onda 2+ /+
Doyal Infield 1, 3+
TN8 8u%u"i 1+ 2+
Baa , 1+
Total ,+ 1++
SourceG fie)d survey
Table-< indicates the owners of different brands of vehicle& out of
total respondents /+C respondents owned -ero -onda. 3+C
respondents owned Doyal Infield& 2+C of respondent s owned TN8
4otorcycles and remaining 1+C of respondents owned Oamaha brand
vehicles.
</
?raph sho6s o6&ers differe&t 'ra&ds of motorcyc)es
<,
<: Sources of vehic)e i&formatio&
There are >umber 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 ma"ing is
illustrated in the below table-,
!a')e-<
Sources of i&formatio& a'out the vehic)e
Sources o. of
"espo&de&ts
,erce&tage
Advertisement 1, 3+
Ebservations ) 1*
:ompany image 1@ 3/
!riends = relatives < 12
Bublicity 3 <
Ether sources + +
Total ,+ 1++
SourceG /ie)d survey
Table-, clearly states that the sources of vehicle information is
largely by company image that is 3/C through advertisements 3+C
friends and relatives 12C by observation 1*C publicity i.e. mouth to
mouth campaign and general trend is only <C
<<
?raph shoes sources of i&formatio& a'out the vehic)e
<@
15
9
17
6
#
0
0
2
4
6
8
10
12
14
16
18
$d"ert%se&et O!ser"at%os Co&pa'
%&a(e
)r%eds *
relat%"es
Pu!l%+%t' Other sour+es
>. /aci)itates e@pected from the dea)er.
!a')e->
/aci)ities e@pected from the dea)ers
SourceG /i)ed survey
The above table indicates the various facilities e.pected 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 3/C of the total respondents. The other important facilities that tare
e.pected by the customers from the dealers are installment. !acility&
amounts to 3*C& periodic chec"ing *C and the guarantee& which
amounts to /C. The other facilities e.pected by the customers are 1uic"
serviceH good spare parts e.ecution etc& which amounts to <C of the total
respondents.
/aci)ities "espo&de&ts ,erce&tage
After 8ale services 1@ 3/
Beriodic chec"ing / *
$nstallment facility 1) 3*
(uarantee @ 1/
Ethers 3 <
Total ,+ 1++
<*
?raph sho6s faci)ities e@pected from the dea)ers
<)
17
4
19
7
#
0
2
4
6
8
10
12
14
16
18
20
$,ter Sale ser"%+es Per%od%+ +he+-%( .stall&et ,a+%l%t' Guaratee Others
D. -&a)ysis of Sp)e&dor ,ro performa&ce
!a')e D
-&a)ysis of 8plendor Bro performa&ce
/actors
o of "espo&de&ts
!ota)
?ood /air 3ad
4ileage /+ , , ,+
After 8ales service 12 23 1, ,+
#urability 2@ 1) +/ ,+
Brice < 3+ 1/ ,+
4aintenance 1, 2< ) ,+
#esign = outloo" 3, 12 3 ,+
:onvenience = safety 2, 23 +2 ,+
Berformance 3< 1/ + ,+
@+
?raph sho6s a&a)ysis of ,assio& performa&ce
@1
+0
12
27
%
15
65
25
6%
5
26
19
60
2%
12
26
1+
5
15
+
1+
9
6
2
0
0
5
10
15
20
25
60
65
+0
+5
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3uyi&g $ecisio& ,rocess
:onsumer& buyer behavior is a process involving a series of
related and se1uential stages of activities. The process begins with
the discovery and recognition of an unsatisfied need or ant. $t
becomes as drive. :onsumers 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 Brocess.
1: ,erceived 6a&t 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& >eeds
may be ignited by internal stimulus or some e.ternal 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.
+: I&formatio& search
The person will have to search for relevant information about
the brand& location and the manner of obtaining the product.
:onsumer can tap many sources of information. I.g. family&
friends& neighbors& opinion leaders etc& mar"ets also provide
relevant information through advert sign& dealers& and sales
@2
promotion. 2e have also mass media li"e newspaper. Dadio&
Television etc.
4: 0va)uatio& of a)ter&atives
Available information can be employed to evaluate the
alternatives 3Broduct or brands5. 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.
5: ,urchase $ecisio&
2hile the consumer is evaluating the alternatives& -e with
develop& some li"es and disli"es about the alternative brands. This
attitude toward brands influences his insertion to buy& other factors
influence the intention to purchase areH social factors such as
attitude of reference group members on whom he relies for final
selection. 8ituational factors li"e availability& dealer?s terms and
conditions& falling prices due to recession& loss of ob or
employment etc.
8: ,ost purchase 'ehavior
!eedbac" information is important as far as the seller is
concerned. A brand preference naturally repeats sales to a mar"eter.
A satisfied buyer is a silent advertisement. $s the purchased brand
fails to give the e.pected satisfaction to the buyer& it affects the
sales negatively. A satisfying e.perience of a buyer tends to
strengthen the brand preference.
@3
/actors i&f)ue&ci&g i& 'uyi&g decisio& of t6o 6hee)ers
1: Mi)eageG
4aority of the respondents have considered mileage as a
very significant factor in influencing the selection of two wheelers.
The consumer who is assured of 1uality of products& then he loo"s
for minimum operational e.penses. Iven increasing price of
petroleum products has made the consumer to prefer the vehicles
with e.tra mileage.
+: ,rice0
The initial cost of the vehicle is another important influencing
factor in buying decision. This is especially important in a
developing country li"e $ndia where many people struggle to ta"e
both ends meet together.
Iven discount offers& cash down payments& bearing the cost
of registration& insurance& etc& by the dealers have also influenced
the prospective buyers to ta"e buying decisions of two wheelers
4: -ppeara&ceG
$t is also one of the important which influences in selection of
two wheelers. Ivery 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.
5: !ech&o)ogyG
Technology plays a vitals role in selection of two wheelers.
Because it brings sophistication into life. $t gives more and more
comfort features. 8o that easy to start& easy to ride& trouble free
performance is achieved.
8: $ura'i)ityG
2hen the customer are paying for the product. As the two-
wheeler is a long-term investment. #urability of the bi"e is an
important factor which influences in buying decision
<: "esa)e va)ueG
A few respondents have considered resale value of the bi"e is
an important factor which influences in purchasing. $t is so because
few 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.
>. Co)orsG
>ow a day?s customer desired to have their bi"e with
different colors. But they have e.pressed that they do not have
variety of colors choice. $t is also an important factor in buying
@,
decision because the customers are switch over to other motorcycles
when they?re desired colors of bi"e is not.
D. *ess "epairG-
The two-wheeler is a vehicle& which is continuously used.
Iach and every buyer e.pects trouble free performance. 8o& it is
also one of the important influencing factors while purchasing a
motorcycle.
E. Aua)ityG
>ow a day?s buyers are becoming 1uality conscious. The two-
wheeler is an assembly of various parts.
The 1uality of each and every part is essential in maintaining
the overall 1uality of the two-wheeler. 8ome of the respondents
have opines that 1uality of the motor cycle is also one of the
significant factors which influences in buying decision
1C. -fter sa)es serviceG
After sales service rendered by the dealers is also one of the
influences factor while purchasing a motorcycle. Beople want to
@<
purchase motorcycle at a showroom where after sales service is
very good and 1uic".
11. Safety drivi&gG
Doad grip and other technology of safe riding is a very
important factor influencing in selection of two wheelers. The
customer who is assured of 1uality of product& then we loo"s for
convenience of riding even increasing accidents of two wheelers
has resulted consumer to prefer motor cycles which are safe to ride.
1+: Credit Hua)ityG
2hen ever the dealers offer credit facility. Then the customers
are gains to purchase motorcycles. Lower as well as middle class
people have stressed this factor as important while purchasing a
motorcycle.
@@
Chapter >
/I$I?S, S%??0S!I#S -$ C#C*%SI#
@*
/i&di&gs Suggestio&s a&d Co&c)usio&
After analy%ing the responses received from the -ero -onda
4otor :ycle users of different brands with care and thoroughness.
The fallowing conclusions have been drawn. $mplementation of it
may lead to greater satisfaction of the needs and wants of
consumers as well as a larger mar"et share and more profitable
result manufacturers.
8ome findings have also been made for -ero -onda Sp)e&dor
,ro li"e -ero -onda Bassion& -ero -onda :# 88& -ero -onda
8lee"& -ero -onda 8BLI>#ED& -ero -onda 8TDA 8T#& -ero
-onda 8TD& #LS0 -ero -onda :BP #$8:& :BP (EL#& #A2>0
A4B$T$E> 3#DK45& A4B$T$E> 3#$8:5& A4B$T$E> 3#$8:
2$T- 8IL!5& A4B 13,& 6AD$P4A& Bassion. -ero -onda 8treet
'oy etc. After studying the consumer behaviour of these
motorcycles as well as the users of other motorcycles.
/I$I?SG 9/i&di&gs of motor cyc)es:
8ummaries of the findings drawn are presented below.
3ra&d ,opu)arity
-ero -onda Bassion and -ero -onda 8plendor motorcycles
are the most popular motor bi"es and respondents are aware of its.
The other vehicles of the same company li"e& -ero -onda 8lee" is
@)
awareness when to -ero -onda Bassion are having grater
awareness. >owadays Bassion is number on 1 in mar"et and its
competitor TN8 Nictor and Bo.er have grater demand in mar"et the
other companies also reali%ing a competitive products in the mar"et.
But -ero -onda Bassion is the most popular motorbi"e
specially the younger generation.
/actors i&f)ue&ci&g 'ra&d choice
4ost of the respondents are influenced by the popularity of
the motorbi"es& advertisements other factors. Among the popular
motorbi"es. -ero -onda is the only bi"e& which has more number
of users who were influenced by advertisements when compared to
the other va1iable popularity.
I&f)ue&ce of i&formatio& o& motorcyc)e
:ompany image advertisements and f1iends and relatives are
the chief methods of receiving information regarding two wheelers.
$t can be concluded that there is a close relationship between these
three maor - sources of information& Advertisement and friends and
relatives could have led them to try a different motor cycles.
,ast is users of the reaso&s for cha&ges
*+
The chief reason for discontinuing being availability of better
alternative. Brice is high when compare to other alternative&
interpersonal influence and decline in 1uality of spare parts.
I&f)ue&ce of advertiseme&t
Audio-visual media has the greatest influence on the
consumerFs awareness and purchase decision of 1++ :: motorbi"es.
$t is followed by the printed media has the least impact.
The findings and conclusions drawn after analy%ing the data
collected with reference to -ero -onda Bassion are very popular
when compare to other 1++ :: bi"es& Because -ero -onda Bassion
have own company image.
The chief product features& which influence brand choice in
the case of -ero -onda motorbi"es& are 1uality durability& mileage&
technology and price.
The main factors& which influence the bran preference& are
company image among customer. -ero -onda motor limited is best
which is greater popularity of its vehicles.
*1
Suggestio&s
!rom the findings and conclusions reached. After the careful
study of the data collected from the survey of consumers of -ero
-onda Bassion the following suggestions are put forwarded.
4aorities of consumers are not satisfied with the price. Thus
research should be underta"en to reduce the price of the product.
Then this would lead to greater popularity of motorcycles and in
case reduce the price most of the customers li"e lower level people
also willing to buy it due to its comfort. And it satisfied in all ways
to all level of userFs providing space for carrying the luggage& some
respondents are want is providing the space for carrying the
luggage.
8afety 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 itFs cost.
The study has revealed that consumerFs 1uality of
performance and mileage as the most important factors influencing
the selection of a two-wheeler.
*2
:ompany image maority of the consider the company image
while purchasing the bi"e is an important as fuel economy of the
vehicle.
4any of the respondents have indicated that resale value of
the vehicle is important
8pare parts costs are very high compare to other vehicles
spare parts& The researchers should be under ta"en to reduce the
cost of spare parts the ultimately repair cost is low then this would
lead to greater purchasing activity of -ero -onda Bassion.
4aority of the respondents suggested for the improvement of
fuel efficiency of the vehicle& 1uality reduction in price and better
after sales service.
8ome of the respondents suggested for the improvement of
shoc" absorb bush of the vehicle. Because of shoc" absorb bush
1uality is not good.
8ome of the respondents suggested for the tan" improvement
of petrol tan" durability.
The recent trends should be considered while introducing new
motorcycle in to the mar"et.
The above given suggestion& to some e.tent provide wealth of
information which it made use of could enable the manufacturers of
*3
two wheelers to formulate a sound mar"eting strategy to increase
this sales to compete with other two wheeler companies and also to
increase the publicity and to get more profitable results.
Co&c)usio&
The -ero -onda motorbi"es are very popular in case of above
2,-/, years age group rather than bellow and above this age
group.
The maor buyers of -ero -onda Bassion are from upper middle
class.
The -ero -onda motorbi"es are very popular in case of business
class rather than the government service people.
I.isting users influence maorities of the buyers.
4ost of the buyers are influenced by the advertisement and
company image.
4aority of buyers give importance to mileage because of the
higher fuel cost.
4aority of the users are satisfied with these vehicles.
*/
!ew users are not satisfied with the after sales service rendered
by authori%ed dealers.
!ew or most of the users are not satisfied by safety driving
$n -ero -onda Bassion advertisement the catch world 9The new
economy "ing; and has ac1uire the more number of buyers.
*,
-&&e@ure
Auestio&&aire
3i')iography

*<
Auestio&&aire
$ear "espo&de&ts,
$ am a student of final year BB4 studying in #r. Ambed"ar
:ollege& 8himoga& As a part of my study& $ have underta"en a proect
report on 9Marketi&g of 1ero 1o&da motorcyc)e 6ith specia)
refere&ce to 1ero 1o&da Sp)e&dor ,ro; - a case study of 9Karthik
MotorsI, 8himoga.
$ would be grateful if you could spare a few moments to fill this
1uestionnaire and give me some of your valuable suggestions& Tthe
information that is given by you will be used only for academic purpose.
Than"ing you&
Oours faithfully
Mohammed -;haruddi&

1. >ame 0
2. Address0 UUUUUUUUUUUUUUUUUUU
UUUUUUUUUUUUUUUUUUU
3. Age group
a. Below 2,years V W c. 3+ to 3,years V W
b. 2, to 3+ years V W d. 3,years and above V W
*@
/. Iducational 1ualification.
a. Kp to 88L: V W c. (raduation V W
b. B.K.: V W d. Bost (raduation V W
e. Any other 3specify5---------------
, Eccupation
a. (ovt employee V W c. Agriculture V W
b. Brivate employee V W d. Business V W
e. Any other 3specify5 UUUUUUUUUUUUUUUUUUU
<. 4onthly income.
a. Below Ds.,+++ V W c. Ds.1++++ to Ds. 1,+++ V W
b. Ds.,+++ to 1++++ V W d. Ds.1,+++ and above V W
@. #o you own a bi"e7
Oes V W >o V W
*. $f yes& name the brand.
a. -ero -onda V W c. TN8 8u%u"i V W
b. Baa V W d. Doyal Infield V W
e. Any other 3specify5 V W
). Oear of purchaseUUUUUUUUUUUUU
**
1+. #o you ride bi"e7
a. Degularly V W b. Eccasionally V W
11. Oou need two-wheeler because of
a. >ecessary V W c. Brestige V W
b. 8tyle V W d. Any other specify V W
12. -ow do you come to "now about the vehicle7
a. Advertisement V W d. :ompany image V W
b. !riends and relatives V W e. Bublicity V W
c. Ebservation V W f. any other-------------
13. $f you have come to "now through advertisement please name of the
media.
a. >ews paper V W c. ratio V W
b. 4aga%ines V W d. TelevisionV W
1/. Are you satisfied with the advertisement of your motorcycle.
Oes V W >o V W
1,. 2hich factors do you consider while purchasing the motorcycle7
3Blease ran" them in order of your preference5
1. 4ileage V W *. Less repair V W
2. Brice V W ). :redit facility V W
3. Appearance V W 1+. Bower Apic"up V W
/. Technology V W 12. Iasy to ride V W
<. :olors V W 13.After sales service V W
*)
@. Xuantity V W 1/. !eel proud to own if V W
1<. 2hat facility do you e.pect from your dealer7
a. After sales service V W d. $nstallment chec"ing V W
b. Beriodic chec"ing V W e. (uarantee V W
c. Any other 3please mention5 ---------------
1@. Are you satisfied with your dealer?s service7
Oes V W >o V W
$f no& why7 ---------------
1*. 2hat is your opinion about the -ero -onda motorcycle.
a. -igh V W
b. Deasonable V W
c. Low V W
1). 2hat is your opinion about 8plendor Bro performance7 Despect the
following7
I.cellent (ood !air Bad
4ileage
Brice
4aintenance
#urability
#esign and outloo"
After sales service
:onvenience and safety
Berformance
2+. Oour suggestions0 UUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU
Blace0
#ate0
8ignature
)+
3I3*I#?"-,1.
!e@t'ooks "eferred
4ar"eting 4anagement. -Bhilip "otler
Brinciples of 4ar"eting. -Bhilip 6otler
:onsumer Behavior. -8ua.D.>air
e6spaper "eferred
Iconomics Times
The Times of $ndia
7e' Site "eferred
www.herohonda.com
www.autoindia.com
www.google.com.
)1