A REPORT

ON

STUDY ON CONSUMER BUYING BEHAVIOR &

SATISFACTION LEVEL FOR HERO MOTORCYCLE
REGARDING LAKSHAYA HERO MOTORS

By

ANUJ DAGAR

(16BSP0406PP)

HERO MOTOCORP LTD.

 REPORT
ON

STUDY ON CONSUMER BUYING BEHAVIOR &

SATISFACTION LEVEL FOR HERO MOTORCYCLE
REGARDING LAKSHAYA HERO MOTORS

By

ANUJ DAGAR

(16BSP0406PP)

HERO MOTOCORP LTD.

A REPORT SUBMITTED IN PARTIAL FULFILMENT OF

THE REQUIREMENT OF PGPM PROGRAM OF

IBS PUNE

DISTRIBUTION LIST:

I. Prof. Col Ram Gopal(Faculty Guide)

II. Mr. Yogesh Ingwale(Company Guide)
INDEX
S.NO PARTICULARS PAGE.NO

1.
Authorization 1
2.
abstract 2
3.
Acknowledgement 3
4.
Rationalize of study 4-5
5.
Hero motor corporation 6
6.
Operations 7-9
7.
Introduction 11
8.
Objective 12
9.
Scope of the project 13-14
10.
Limitations/ challenges 15
11.
Theoretical background 16-17
12.
Research methodology 15-17
13.
Research design 18-32
14.
Findings 33
15.
Swot analysis 34
16.
Observations 35
17.
Suggestions 36
18.
Management lessons 37-38
19.
Conclusions 39-40
20.
Annexure 41-47
Authorization
This is to certify that the report titledSTUDY ON CONSUMER BUYING BEHAVIOR &
SATISFACTION LEVEL FOR HERO MOTORCYCLE REGARDING LAKSHAYA
HERO MOTORS

is a bonafide work carried out under the supervision ofProf. Col Ram Gopal and
Mr.YogeshIngwale. The report is submitted as a partial fulfillment of the requirement of
PGPM

Program of IBS Pune. The report has been verified and authenticated by

Mr.YogeshIngwale Prof. Col Ram Gopal

(Company Guide) (Faculty Guide)

ACKNOWLEDGEMENT

Concentration, dedication, hard work and application are essential but not the only
factor to achieve the desired goal. Those must be supplemented by the guidance
assistance and cooperation of experts to make it success.
I am extremely grateful to my institute for providing me the opportunity to
undertake this research project in the prestigious field.
With profound pleasure, I extend my extreme sincere sense of gratitude and
indebtedness to Mr. Satish Tyagi(Founder of lakshaya hero motors) for extensive
and valuable guidance that was always available to me ungrudgingly and instantly,
which help me complete my project without difficulty.
I express my deep and sincere gratitude to Mr. Yogesh Ingwale (Sales Manager of
lakshaya Hero Motors) for providing me firsthand knowledge.
Last but not the least I am indebted to Prof. Col Ram Gopal my project guide
without whose sincere gratitude this project would not have been possible.
I am thankful to all of my friends and batch mates for their help in completing this
project work. Finally, I am thankful to my entire family members for their great
support and encouragement.
Rationalize OF THE STUDY

Introduction of India Two wheelers Company

Bikes or two wheelers in India cater to various needs of the consumers. With the choice of the
Indians improving from bicycles to two wheelers, the Indian two-wheeler market has seen a
significant growth over the years. Now owing a bike has become a must for most Indians. Even
if people own a car they prefer to have a bike as it is very economical and fuel efficient.
With the growth in the economy the demand for two wheelers is increasing over the years. It is
one of the most dynamic industries today and with the increasing competition companies are
bringing in new products with sophisticated technologies and innovative features to capture a
major pie of the Indian market and its the consumer who is benefited from it..
With the availability of reduced consumer loans and high disposable income the Indian two-
wheeler industry has perceived an exceptional growth over the past few years thereby making
India the second largest market for two wheelers in the world only after China.
The motorcycle has now become one most popular mode of transportation among the Indian
middle class families because of it is cost effective, economical and easy to navigate through the
traffic.
Moreover, the people have started preferring bikes instead of scooters and mopeds and today bikes
form a major part of the Indian two wheelers.
Indian companies are one of the largest two wheeler manufacturers in the world. The number one
bike manufacturer in the world, Hero Honda is in close competition with the Indian manufacturer
Bajaj India.
The motorcycle industry in India has witnessed a tremendous change in the 90s with the invention
of 4 stroke engine which makes the bikes more fuel efficient. Further companies are trying to bring
in more innovations to make the motorcycle ride more comfortable, safe and user friendly and
economical.
In a nut shell the followings factors can be distinguished for the growth of motorcycle industry in
India:
Easy accessibility to cheap consumer loans

The increase in the average income of the family.

The reduction in duties and taxes.

Convenience with regards to commuting as compared to the public transport system.

Continuous innovations in technology making the bikes economic and fuel-efficient.

The first choice among youths and teenagers.

HERO MOTOR CORPORATION
Hero Honda started its operations in 1984 as a joint venture between Hero Cycles (sometimes
called Hero Group, not to be confused with the Hero Group food company of Switzerland) of
India and Honda of Japan. In 2010, when Honda decided to move out of the joint venture, Hero
Group bought the shares held by Honda. Subsequently, in August 2011 the company was
renamed Hero MotoCorp with a new corporate identity.
In June 2012, Hero MotoCorp approved a proposal to merge the investment arm of its parent
Hero Investment Pvt. Ltd. with the automaker. This decision came 18 months after its split from
Hero Honda.

"Hero" is the brand name used by the Munjal brothers for their flagship company, Hero Cycles
Ltd. A joint venture between the Hero Group and Honda Motor Company was established in
1984 as the Hero Honda Motors Limited at Dharuhera, India. Munjal family and Honda group
both owned 26% stake in the Company.

During the 1980s, the company introduced motorcycles that were popular in India for their fuel
economy and low cost. A popular advertising campaign based on the slogan 'Fill it Shut it
Forget it' that emphasised the motorcycle's fuel efficiency helped the company grow at a double-
digit pace since inception. In 2001, the company became the largest two-wheeler manufacturing
company in India and globally. It maintains global industry leadership to date. The technology in
the bikes of Hero Motocorp (earlier Hero Honda) for almost 26 years (19842010) has come
from the Japanese counterpart Honda
OPERATIONS
Hero MotoCorp has four manufacturing facilities based at Dharuhera, Neemrana and Gurgaon in
Haryana and at Haridwar in Uttarakhand. These plants together have a production capacity of 7.6
million 2-wheelers per year. Read More Hero MotoCorp has a sales and service network with
over 6,000 dealerships and service points across India. It has a customer loyalty program since
2000, called the Hero Honda Passport Program which is now known as Hero GoodLife
Program. Hero GoodLife

It is reported that Hero MotoCorp has five joint ventures or associate companies, Munjal Showa,
AG Industries, Sunbeam Auto, Rockman Industries and Satyam Auto Components, that supply a
majority of its components.

The company has a stated aim of achieving revenues of $10 billion and volumes of 10 million
two-wheelers by 201617. This in conjunction with new countries where they can now market
their two-wheelers following the disengagement from Honda. Hero MotoCorp hopes to achieve
10 per cent of their revenues from international markets, and they expected to launch sales
in Nigeria by end-2011 or early-2012.

DEALERS PROFILE
Lakshaya hero motors was startedin 2012 in swargatepune. Lakshaya hero motors is authorized
dealer of hero motors corporations.

CURRENT PRODUCTS

Scooters
 Pleasure
Duet
Maestro Edge

Motorcycles

HF Dawn
HF Deluxe
HF Deluxe Eco
Splendor+

Splendor Pro
Splendor Pro Classic
Splendor iSmart
Splendor ismart 110
Super Splendor
Passion Pro
Passion Pro TR
Passion XPro
Glamour
Glamour Pro FI

Ignitor
Achiever
 Hunk

Xtreme
Xtreme Sports
Karizma
Karizma ZMR

Value of LAKSHAYA MOTORS:

Trust

Satisfaction

Passion
VISIONTo make Lakshaya motors the dominant for best service provider & dealer built on
trust by all class people. This we hope to achieve by:
Understanding the needs of customers and offering them superior products and service

Leveraging technology to service customers quickly, efficiently and conveniently

Providing an enabling environment to foster growth and learning for our employees

And above all, building transparency in all our dealings.

MISSION
Understanding the needs of customers and offering them superior products and
service

Building long lasting relationships with their customers & HHML.

Providing an enabling environment to foster growth and learning for their

employees
INTRODUCTION
Internship roles should ideally be an integral part of an organization .therefore , its purpose
should be in line with organizations philosophy and practice so it benefits productivity , revenue
and staffing goals .

This gives real world insights and exposures to actual working life , an experimental , foundation
to the career choices and the chance to build valuable business networks.

The job of the marketer is to meet and satisfy target customers needs and wants but knowing
customer is not a simple task .understanding the buying behavior of the target market for its
company product is the essential task for the marketing department. The job of the marketers is
to think customes and guide the company into developing offers , which are meaningfull and
attractive to target customers and creating solution that delivers satisfaction to the customers ,
profits to customers and benefits the stakeholder.

Marketers must study the consumer taste , preferences , wants and buying behavior because such
study provides the clue for developing the new product , price , product changes and other
marketing mix elements.

Consumer behavior helps the organizations decide what product and services to manufacture or
offer .when they know what customer buy and how they go about buying those products ,
organization s can more easily spot a need that has not yet been satisfied. When you know how
customer heave in relation to the products you are selling , you have a better understanding of
how to provide good service to them , increasing the chance that you will have repeat customers.

Consumer behavior may be understood as the decision process and physical activity individuals
engage in evaluating , acquiring , using or disposing of products.
OBJECTIVE
The purpose of the project is to understand the various key , external and internal variables
which influence various market segment while buying hero motor corporation products.
However the main objectives of the project are:

* To get exposed practical situation of the business .

* To know how things work practically in corporate.

* To learn to interact with various corporate people.

* To know the effects of brand value of hero motor corporation.

* To know the consumer buying behavior while purchasing a two-wheeler.

* To make people aware about new products.

* To make people aware about new products.

* To know the consumers view regarding sales and services.

* To know various strategies used by different companies to attract consumer.

* To analyses the awareness among public about hero motor corporation products

SCOPE OF THE PROJECT

*The project will help us to understand the consumer behavior towards purchasing a product.

* It also opens various factors which effects the purchase decision .

* This project provide a frame of mind of people , what are the expectations of consumer and up
to how much level those expectations can meet .

*The main purpose of the project is to understand consumers buying behavior and its impact on
sales of lakshaya Hero Motors.

LIMITATIONS/CHALLENGES
*Research work is carried out in swargatepune only. The findings may not be applicable to the
other parts of the country because of social and cultural differences.

*The sample is collected using connivance sampling techniques .as such result may not give
exact representation of the population .

*Shortage of time also a reason for incomprehensiveness

*The views of the people are biased therefore it doesnot reflect true picture

*Insecurity limiting access to tha population of concern

*Individual surveys are not good at following trends in real time or over short period of time

*False information
Theoretical Background
The main aim of marketing is to meet and satisfy target customers need and want buyer
behavior refers to the people or organization conduct activities and together with the impact of
various influence on them towards making decision on purchase of product and services in a
market .the field of consumer behavior studies how individual , groups and organizations select
buy , use and dispose of goods , services , ideas or experiences to satisfy their needs and desires.
Understanding consumer behavior and knowing consumer is not simple.the wealth of products
and services 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 time. A buyer makes a decision whether save or spend the money.

Buyer behavior is all psychological , social and physical behavior of potential customers as they
become aware of evaluate , purchase , consume and tell others about product and services.

CONSUMER BUYING DECISION PROCESS

These are followings five stages in consumer buying decision .

1. Problem identification
The buying process starts when the buyer recognizes a problem or need .the need can be
triggeredby external or internal 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 sparx an interest in a product category . they can then develop marketing
strategies that trigger consumer interest.

2. Information search
The consumer tries to collect information regarding various services and product .though
gathering the information , the consumer learns about completing brand and their
features. Information may be collected from magazines , cataloges , retailers , friends ,
family , business association , commercial , chamber of commerce , telephone directory ,
tradefairetc . marketers should find out the source of information and their relative degree
of importance the consumer .

3. Evaluation of alternative
There is no single process used by all the consumers
First consumer try to satisfy needs
Second , the consumer is looking for certain benefits from the products
The merketers must know which criteria the consumers will use in purchase decision .
The marketers up 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 intension to buy the
most preferred brand .

4. Post Purchase Behavior

After the purchase of product , the consumer will experience the same level of product .
the marketers job not end when the product is sold but he has to monitor post purchase
satisfaction , post purchase actions , services , post purchase use and dispose.

*Post purchase satisfaction

Satisfaction is a function of closeness between seller and buyer .the large gap between
expectation and performance , greater the consumer unsatisfied.
*Post purchase use or dispose
 The marketers should also monitor new buyers use and dispose of the product .if the
consumer store the product in a close , the product is not probably not very satisfying . if
the consumer throws the product away , the marketer need to know how thet dispose of it
;especially it can harm the environment .

Marketer must need keep a regular check on the feedbacks and try to find ways to
increase sales .consumer behavior have an impact on sales and thus it makes it important
to consider.
Marketer should come up with the marketing strategy so as to attract consumers .
Understanding consumer behavior is like understanding the psychology of the consumers
mind .

RESEARCH METHODOLOGY
The process used to collect information and data for the purpose of making business decisions.

The methodology may include publication research , interviews , surveys and other research
techniques and could include both present and historical information.

When you describe your methods it is necessary to state how you have addressed the research
questions/hypotheses. The methods should be described in enough details for the study to be
replicated, or at least repeated in a similar way in another situation. Every stage should be
explained and justified with clear reasons for the choice of your particular methods and
materials.

There are many different ways to approach the research that fulfills the requirements of a
dissertation .these may vary both within and between disciplines. It is important to consider
expectations and possibilities concerning research in your own field.

Primary Data
The information collected specifically for the purpose of research project .an advantage of
primary data is that it is specifically tailored to your research needs. A disadvantage is that it is
expensive to obtain.

The source of primary data is the population samples from which you collect the data .first step
is to determine your target population. You will need to decide how to represent this population
in your study. It is impracticable to collect data from everyone so you will have to determine the
sample size and types of samples .the samples should be random and a stratified random samples
is often advisable.

You can collect data from your sample population in diffirent ways;

1.Focus groups

A focus group usually consista of a discussion among 8-12 people from your sample facilitated
by a moderator. The moderator tries to encourage in depth discussions on the product or concept
that is in focus. It is flexible way of collecting data.

2.Surveys

These are basically questionnaires with a set of carefully designed questions posed to your target
population .surveys can be administered by mail,telephone ,internet or by in person.reponse rates
are typically low , so you will have to use a large sample to get sufficient responses.

3. Interviews

You may interview people from your sample either in person or by telephone.

SECONDARY DATA
The information that has been collected for a purpose other than your current research project but
has some relevance and utility for your research.
You can break the sources of secondary data into internal and external sources .internal data
includes data that exists and is sorted inside your organization .external data is data that is
collected bt others people or organizations from your organization external value.

-internal data sources

*Profit and loss statements

*Ba;ance sheets

*Sales figures

*Inventory records

*Previous marketing research studies

If the secondary data that you have collected from internal sources will not be sufficient , you
can turn to external sources of data

External data sources

*Government sources

*Corporate fillings such as annual reports to income tax

*Trade , business and professional associations

*Media ,including broadcast , print and internet

*Universities

*Foundations

*Think tanks

*Commercial data services ,which are business that find the data for you.

I have collected primary data by survey method .the survey is a powerfull research tool to
discover opinions and attitude about you company and competition from large number of
peoples. Surveys cost a fraction of what they used to placing them within the reach of small
business .regardless of the size of the your business , you can grow and prosper by using
affordable surveys to develop strategies that get new customes and keep the ones you have.

RESEARCH DESIGN
Success of any formals research project is a sound research design .a good research design has
characteristics like problem identification , problem definition , research objectives ,developing
research plan , sourcing data , collection of data , analyzing data and information , presenting the
findings .

DATA COLLECTION

*Primary data was collected through structured questionnaires and observations made during the
visit of the customer

*total number of respondent are 100.

AGE WISE CLASSIFICATION

Age ( in years) No. of respondents Percentage (%)

18-20 30 30
21-25 37 37
26-30 15 15
31-35 06 06
35-40 07 07
41 & above 05 05
Total 100 100
 Age wise classification
18-20 21-25 26-30 31-35 36-40 41 & above

5,5%
7,7% 30,30%
6,6%
15,15%

37,37%

(Sources: Questionnaire-personal Detail)

Comment:-

Above Graph shows are 30% of respondent in age group of 10-20, 37% of respondent
in age group of respondent in age group of 21-25, 15% of respondent in age group of 26-30,7%
and 5% respondent are come in 36-40 and 41 & above.

2. OCCUPATION WISE CLASSIFICATION

Occupation No. of respondent Percentage (%)
Serviceman 47 47
Student 30 30
Business 12 12
Profession 08 08
Others 03 03
Total 100 100
 Occupation Wise Classification
50
45
40
No. of respondent

35
30
25
No.of respondent
20
Percentage (%)
15
10
5
0
Servicemen Student Business Profession Others
Occupation

(Sources: Questionnaire-personal Detail)

Comment:-

Above chart shows that 47 respondent are Serviceman out of 100 and 30 are the
students, 12 respondents are businessman, 08 are professionals and 03 are others.

3. Income wise classification

Income level No of respondents Percentage (%)

<= 5000 54 54
5000-10,000 25 25
10,000-15,000 11 11
15,000-20,000 07 07
20,000 Above 03 03
Total 100 100
 Income wise classification
7,7% 3,3%

11,11% 54,54%
<= 5000
5000-10,000
10,000-15,000
15,000-20,000
25,25% 20,000 Above

(Sources: Questionnaire-personal Detail)

Comment:-

Above graph shows that 54% of respondent are income in <=5000 income level,
second 25% of respondent are of 5000-10,000 income level. 11% of respondent are of 10,000-
15,000 ,7% of respondent are of 15,000-20,000 and remaining 3% of respondent above 20,000 of
income level.

4. SOURCE OF FINANCE

Source of Finance No. of respondents Percentage(%)

By Loan 45 45
By Cash 55 55
Total 100 100
 55
60
55
45
50 45

40

30 No. of respondents
percentage (%)
20

10
percentage (%)
0
No. of respondents
By cash
By loan

(Sources: Questionnaire-personal Detail)

Comment:-

Above graph shows that 55 people purchase Hero bike By loan and 45 people buy
Hero bike By cash.

5.FROM WHICH SOURCE YOU PURCHASE BIKE?

Sources No. of respondents Percentage (%)

News Paper 12 12
T.V Advertisement 14 14
Friends 26 26
Others 48 48
Total 100 100
 No. of respondents

12%
48%
14%
News Paper
T.V Advertisement
26%
Friends
Others

(Sources: Questionnaire-personal Detail)

Comment:-

Above graph shows that 48% respondent are come to know from the other

Then 26% respondent are come to know from the friends. 14% & 12% respondent are come to
know from the T.V Advertisement & newspaper.

6.WHO IS DECISION MAKER FOR PURCHASING BIKE

IN YOUR FAMILY?
Sources No. of respondents Percentage (%)
Father 46 46
Self 42 42
Mother 10 10
Other 02 02
Total 100 100

Decision maker for purchasing bike.

46
50 46 42
42
40

30
No. of respondents
20
10 Percentage(%)
10 10
2
0 2 Percentage(%)
Father No. of respondents
Self
Mother
Other

(Sources: Questionnaire-personal Detail)

Comment:-

Above graph shows that 46% respondent take decision by father for purchasing
bike. And 42% respondents are taking decisions by self for purchasing bike.

7.WHAT FEATURES YOU CONSIDER WHEN YOU

PURCHASE BIKE , PLEASE GIVE RANK.
Weightage 6 5 4 3 2 1
Attributes Excellent Very Good Average poor Very Total Total
good poor Score
Price 30 20 18 16 10 06 100 426
Less 18 11 17 30 13 11 100 358
maintenance
Style 21 18 19 10 11 21 100 355
Durability 10 17 16 24 21 12 100 335
Mileage 24 19 14 17 09 17 100 381
Easy driving 20 12 21 23 10 14 100 367
Brand 17 19 14 21 17 12 100 362
reputation
Color 28 19 18 13 10 12 100 406
Pickup 19 22 15 20 14 10 100 382
Total 187 157 152 174 115 115 900 3370

Attributes Weightage
Price 426
Less maintenance 358
Style 355
Durability 335
Mileage 381
Easy driving 367
Brand reputation 362
Color 406
Pickup 382
Total 3370
 Feature of purchasing bike.
Price
11% 12% Less maintenance

12% Style
11%
Durability

11% 11% Mileage

Easy driving
11% 10%
11% Brand reputation
Color

(Sources: Questionnaire-personal Detail)

Comment:-

Above graph show that more no of respondents have gicen more weightage to the
price.

8.RATE THE FOLLOWING ATTRIBUTES OF

SHOWROOM.
Attributes Excellent Very Good Average Poor Total
good
Available 30 24 18 16 12 100
After service 16 35 24 15 10 100
Knowledge of 20 21 23 20 16 100
salesman
Service 25 18 27 19 11 100
Infrastructure 12 29 20 17 22 100
Total 103 127 112 87 71 500
 Attribute of showroom
120

100
NO. of respondents

80
poor
60
average
40 good
verygood
20
excellent
0
Aavailable after service knowledge of service infrastructure
salesman

(Sources: Questionnaire-personal Detail)

Comment:-

Above chart show that 30 respondants out of 100 are available who give weightage on the
excellent and second 35 respondents out of 100 are after service who gives weightage on the
very good. 23 respondents are knowledge of salesman who give weightage on the good, 27
respondents are service who give weightage on the good, 29 respondents are Infrastructure who
gives weightage on the very good

9.RATE THE FOLLOWING SCHEMES THAT ATTRACT

YOU THE MOST.
Attributes Excellent Very Good Average Poor Total
good
Festival 43 21 12 14 10 100
offer
Exchange 15 31 29 12 13 100
offer
Special gift 20 19 30 20 11 100
Cash 11 21 19 34 15 100
discount
Anniversary 14 13 12 20 41 100
offer
Total 103 105 102 100 90 500

Anniversary offer

Cash discount
Poor
Average
Special gift Good
Very good
Exchange offer Excellent

Festival offer

0 10 20 30 40 50

(Sources: Questionnaire-personal Detail)

Comment:-

Above graph shows that in festival offer 43 respondents out of 100 have given an
excellent , then in exchange offer 31 respondents out of 100 have given a very good rank, in
special gift 30 respondents have given a good rank, in cash discount 34 respondents have given
an average rank.
10. RATE THE FOLLOWING FEATURES YOU
CONSIDER WHEN PURCHASE HERO BIKE.

Attributes Excellent Very Good Average Poor Total

good
Mileage 31 26 15 18 10 100
Available 14 25 32 16 13 100
Price 16 22 42 11 09 100
After 20 31 25 14 10 100
service
Pick up 21 36 17 15 11 100
Style 18 25 15 26 16 100
Color 20 24 26 10 20 100
Average 27 24 20 15 14 100
Total 167 213 192 125 103 500

100
10 13 9 10 11
18 11 16 14
80 16 14 20
15
15 10 15
60 25 17 26
32 42
26 26 20
40 15
31 36
25 22 24
20 31 25 24
14 16 20 poor
0 21
18 20 27
average

Good

Verygood

Excellent

(Sources: Questionnaire-personal Detail)

Comments:-

Above graph shows that respondents give more weightage to the price then after they
give more weightage to the mileage before purchasing motorcycle.

FINDINGS

The study shows that 51 respondents are using HERO

The current trend is that respondents give maximum no of point to price and mileage
The study show that 48 respondents are come to know from others and 26
respondents are come to know from friends about the Hero bike
The study shows that 55 respondents are purchasing hero bike by loan and 45
respondents are purchasing hero bike cash
The study shows that 55 respondents are giving points to mileage
The study shows that more no. of respondents give more weightage to price. The more
no of serviceman , students , businessman and other give more weightage to the price
when professionals give more weightage to the mileage
The study shows that 46 respondents are father take a decision to purchase bike and 42
respondents are self take a decision to purchase bike
The study shows that 30 respondents give rank to available in show rooms and 35
respondents give rank to after service
The study shows that 43 respondents are giving excellent to festival offer and 41
respondents are giving poor rank to the anniversary offer
The study shows that 45 respondents are purchasing Hero bike whos salary is below
5000 income
SWOT ANALYSIS

Strengths
Ability to understand customers need and wants
Recognized and established brand name
Effective advertising capability

Weakness
R&D is not close to the Hero manufacturing plant
Hero is vulnerable in joint ventures

Opportunities
Global expansion into the Caribbean and central America
Expansion of target market ( include women)
Become Indias leader in the scooter market

Threats
Honda Motorcycles and Scooters India can take away market share and cause
joint venture to go sour

Bajaj motors is a strong competitor

OBSERVATIONS
Consumer behavior is affected bt a hoat of variables ranging from personal , professional needs ,
attitudes, values , personality characteristics , social economic and cultural background , age
gender , professional status to social influences of various kind exerted a family , friend ,
colleagues and society as a whole.

The combination of these factors help the consumer in decision making .psychological factors
that as individual consumer needs , motivation, perception , attitudes are the similarities which
operate across different types of people and influence their behavior.

The four major factors which influences on the buying behavior are:

1. cultural factors

2. social factors

3. personal factors

4. psychological factors

Consumer behavior cultural can be defined as the some total of learned beliefs , values and
customs that serve to guide and direct the consumer behavior of all the members of the society.

Cultural is a most fundamental determinant persons wants and behavior , person aquires a set of
value , perceptions , preferences and behavior , through hisfamily and key institutions.

Consumer behavior is also influenced by social factors such as references , groups , family ,
social roles and status.

Buyers decision are also ininfluenced by personal characteristics .

Occupation , buyers age , life cycle stages , lifestyle , personality and self respect.
SUGGESTIONS
1. Hero should introduce a low price vehicle.
2. For the promotion , company should make road show that would increase the sales.
3. The company should give more concentration on advertisement and should try to engage
young with their product.
4. Hero should implement a new strategy to reduce the competition and lead into the market
.
5. As people expect more mileage per kilometer , company should increase the mileage of
the bikes by making fuel efficient bikes.
6. Hero should enter segment of more engine power.

Management lessons
A summer internship is an opportunity to test drive a career without any commitments.

Its your chance to see what would it really be like to work in a particular industry and whether

You are a great fit.

Perhaps a good internship provides you with the tools, expierences and lessons that would be
usefull for industry.

Here are few lessons that I took away from internship:

1.New Improved Skills

One of the most important things you can take away from an internship is your new. Not only
that, but you should have also spent time sharpening and honing the skills you already found
knowledge, which includes knowing how to fulfill tasks relevant to your desired career path
possessed.
Having a sense of the skills and experiences you want to gain from an internship at the start
allows you to be intentional in working towards your goals

2. Managerial

It's pretty obvious, but one of the best things about completing an internship is being able to add
it to your resume.

Don't just include the job title, company name, and all the the responsibilities you had - also
highlight your contributions to the company and how you added value.

That's what hiring managers in the future will care about most. They don't really pay attention to
the fancy company name or the fact that you "completed 10 big projects." They want to
know how you managed to get those assignments done, the impact your work had on the
company, any problems you solved, and your impact on the bottom line.

3.Professional

Working in an office environment (or any kind of professional setting) can be difficult to get
used to - and the best way to learn how to navigate the working world is through real life, hands-
on experience. Coworkers have a lot of experience and they have obviously made it in that
particular field. Ask them how they got this far and what advice they have for you. You could
learn a lot and get some great ideas.

4.Behavioral

You need to organize your time meticulously to get the most out of every day.First, you should
apply both at work and in your personal life the 80/20 time management rule. This rule means that
20 percent of your efforts produce 80 percent of the results. You should therefore get rid of all the
tasks that are time consuming and drive small income.

5. Leadership
Whether its arriving early in the morning or getting a task done on time, punctuality is essential.
Manage your time well to get things done. It shows that youre dedicated to your work, and that
youre capable of responsibility and professionalism.

6.Cultural

We always hear how its important to have experienced industry leaders to look up to, but its
also essential to practice horizontal loyalty and develop relationships with people who are at the
same career level, no matter which industry theyre in. Collaborate on projects together and
provide feedback on each others recent work. Link build to one another- as they grow, so do
you.

CONCLUSIONS
Consumer Behaviour Conclusion As mentioned in the beginning it is impossible to define
consumer behaviour in quantitative parameters, what Ive tried is to develop an understanding
of consumers thought process and his reactions when exposed to different products under
different conditions. As a marketer it is imperative to understand what the consumers
expectations are from a product, and how he will react to a marketing initiative taken by you or
your team. To understand consumers reaction one must consider various factors that influence
the consumers mindset both, within our control and the ones not under our control. An acute
understanding of these influences can go a long way in successfully marketing a product. We
began with the consumer realizing that there is a need, then he takes action to fulfill the need, he
makes a decision and makes a purchase to fulfill his desire, finally after the purchase the
customer will evaluate the product as to whether it satisfies him or not, if yes then he again uses
the product and eventually becomes a loyal consumer, and that is when a marketer attains his
goal. When the consumer is undergoing the above process, he tends to get influenced by various
factors. These factors are mainly divided into three categories internal, social and situational. A
good marketer will know these influences and how to regulate them to attain his goal. To explain
above theories many a practical examples have been used. To give it an analytical view a few
case studies have also been inserted in the end. These case studies are to give a deeper insight
into consumer reactions to various influences around them that may affect their normal
behaviour.
ANNEXURE

A STUDY ON CONSUMER BUYING BEHAVIOUR

AT TIME TO PURCHASE HERO BIKE.

1. Do you have own bike?

(A) YES [ ]. (B) No [ ].

If yes then,

2. Which company bike do you have at present?

Company____________________________

3. Whom do you refer to purchase bike?

(A) Newspaper [ ] (C) TV advertisement [ ]
(B) Friends [ ] (D) others [ ]

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

(A) Father [ ] (B) Mother [ ]
(C) Self [ ] (D) other [ ]
5. How you purchase bike?
(A) By cash [ ] (B) By loan [ ]
6. What features do you consider when you purchase bike,please give rank

Attributes Excellent Very Good Average Poor Very

good poor
Price
Less
maintenence
Style
Durability
Mileage
Easy driving
Brand
reputation
Color

7. Rate the following attributes of the showroom

Attributes 1 2 3 4 5
Available
After sales
Services
Infrastructure
8. Rate the following schemes that attract you most.

Attributes 1 2 3 4 5

Special offer

Exchange offer

Special gift

Cash discount

9. Rate the following feature you have purchased hero bike.

Attributes 1 2 3 4 5
Mileage
Available
Price
After
service
Pickup

10. Give your suggestion.

______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
 CUSTOMER PERSONAL INFORMATION

A. Name:- _______________________________________________________
B. Address:- ____________________________________________________
____________________________________________________
____________________________________________________
C. Phone no.:- ___________________________________________________

D. Age (in years):-

18 to 20 [ ] 21 to 25 [ ]
26 to 30 [ ] 31 to 35 [ ]
36 to 40 [ ] 41 &above [ ]

E. Occupation
Services [ ] Businessman [ ]
Students [ ] Professional [ ]
Others [ ]
F. Monthly income:-
5000 [ ] 5000-10,000 [ ]
10,000-15,000 [ ] 15,000-20,000 [ ]
20,000 Above [ ]

Sign._______________________
Date._______________________

THANK YOU FOR YOUR VALUABLE TIME & INPUTS

 Abstract

As a part of my PGPM course I am doing summer internship programme - 2017 (SIP) since February 15,
2017. The report is all about detailed description of work I am doing here i.e lakshaya hero motors
swargate , Pune . In the span of 3 months I have learnd lot of things which lead towards completion of
SIP objectives. The work I am doing is totally monitored by company guide. The project is all about
STUDY ON CONSUMER BUYING BEHAVIOR & SATISFACTION LEVEL FOR HERO
MOTORCYCLE REGARDING LAKSHAYA HERO MOTORS.

. These are my roles and responsibilities as marketing intern in the organization .In this whole process I
am getting exposure of various factors affecting buying behavior and customer satisfaction towards hero
motors