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Final copy 1

  1. 1. A RESEARCH REPORT ON CONSUMER BUYING BEHAVIOUR OF HERO MOTOCORP TWO WHEELERS A PROJECT REPORT Submitted by VISHAL CHAPANERIA & NARESH GULWANI [2011-13] [11013 & 11026] To Director (PGDM) In partial fulfillment of the requirements of Tolani Institute of Management Studies, Adipur for the award of the degree of Post Graduate Diploma in Management Tolani Institute of Management Studies PB No.11, Lilashah Kutiya Road, Adipur – 370 205 (Kachchh). Ph: (02836) 261466, 262187 Email: tims@tolani.org, www.tolani.org/tims JUNE 2012Tolani Institute of Management Studies Page 1
  2. 2. AKNOWLEDGEMENT I owe a great many thanks to a great many people who helped and supported meduring the preparation of this project. I am highly indebted to Manager of Quality Hero Motocorp Mr. MALAMSINGH for their guidance and constant supervision as well as for providing necessaryinformation regarding the project & also for their support in completing the project. I would like to express my special gratitude and thanks to Quality HeroMotocorp (Gandhidham) employees for giving me such attention and time. I express my thanks to the Director of, Tolani Institute of ManagementStudies, for extending his support. We are deeply indebted to our supervisor Prof. P.S.Ganguly whose help,stimulating suggestions, knowledge, experience and encouragement helped us in allthe times of study and analysis of the project in the pre and post research period. Weare also grateful to Dr. Bavesh Vanparia who taught us SPSS Software whichhelped to a great extent in the project. Finally, yet importantly, I would like to express my heart full thanks to mybeloved parents for their blessings, my friends/classmates for their help and wishesfor the successful completion of this project.Tolani Institute of Management Studies Page 2
  3. 3. EXECUTIVE SUMMARYThe present is the era of customers. Customers are more knowledgeable than everbefore & because the customer is more knowledgeable companies must be faster,more agile and more creative than few years ago. So companies should strive toenhance customer satisfaction through knowing their expectations regarding products.It can be concluded on the basis that market research must be used to find out whethercustomer’s expectation are being met by current products or services.Consumer perception is based on the images consumers have of the organization andits products, this can be based; on value for money, product quality , fashion andproducts reliability. This is anticipating future trends and forecasting for future sales.This is vital to any organization if they wish to keep their entire current market shareand develop more. Generating income or profit principle clearly states that the need ofthe organization is to be profitable enough to generate income or growth andsatisfying the customer is a big part of a company plans they also need to take intoaccount their own needs.For making satisfactory progress an organization need to make sure that their productis developing along with the market, if a product is developing well, then incomeshould increase, if not then the marketing strategy should be revised. An organizationshould always know what is happening within their designated market, if it ischanging, saturation, technological advances, slowing down or rapidly growing, beingup to date on this is essential for companies to survive.Tolani Institute of Management Studies Page 3
  4. 4. Table of ContentsAKNOWLEDGEMENT................................................................................................................. 2EXECUTIVE SUMMARY.............................................................................................................. 3Table of Contents...................................................................................................................... 4INTRODUCTION......................................................................................................................... 7 Introduction of project.......................................................................................................... 8 1. Problem/need recognition............................................................................................ 9 2. Information search........................................................................................................ 9 3. Evaluation of different purchase options.................................................................... 10 4. Purchase decision........................................................................................................ 10 5. Post Purchase Behaviour............................................................................................. 10 Literature Review................................................................................................................ 12 Introduction of company.................................................................................................... 15OBJECTIVES OF PROJECT......................................................................................................... 19METHODOLOGY...................................................................................................................... 20 Type of Research:................................................................................................................ 20 Research Design:................................................................................................................. 20 Sampling Frame:................................................................................................................. 21 Sampling Design:................................................................................................................. 21FINDINGS................................................................................................................................ 22LIMITATIONS........................................................................................................................... 41CONCLUSION.......................................................................................................................... 43BIBLIOGRAPHY........................................................................................................................ 50Tolani Institute of Management Studies Page 4
  5. 5. LIST OF TABLESR.NO TITLE OF TABLE PAGE NO. 1. Literature Review 2. Introduction to Company 3. Q) Do you have own bike? 4. Q) Which company bike do you have at present? 5. Q) Who is decision maker for purchasing bike in your family? 6. Q) How do you purchase Bike? 7. Q) What features you considers when you purchase bike please tick mark. 8. Q) Rate the following attribute of Show room. 9. Q) Rate the following schemes that attract you most. 10. Q) Rate the following feature when you have to purchase Hero Bike. 11. Test no. 1 Descriptive 12. Test of Homogeneity of Variance 13. Test no. 1 ANOVA 14. Test no. 2 Group Statistics 15. Independent Samples Test 16. Test No. 3 Descriptive 17. Test No. 3. Test of Homogeneity of Variance 18. Test No. 3 ANOVA 19. Test No. 4 Descriptive 20. Test No. 4 Test of Homogeneity of Variance 21. Test No. 4 ANOVATolani Institute of Management Studies Page 5
  6. 6. LIST OF CHARTSR.NO TITLE OF CHART PAGE NO.1 Buying Behaviour Process2 Buying Behaviour Model3 Research Design4 Q) Do you have own Bike?5 Q) Which Company bike do you have at Present?6 Q) Who is decision maker for purchasing bike in your family?7 Q) How do you purchase Bike?8 Q) What features you considers when you purchase bike please tick mark.9 Q) Rate the following attribute of Show room.10 Q) Rate the following schemes that attract you most.11 Q). Rate the following feature when you have to purchase Hero Bike.Tolani Institute of Management Studies Page 6
  7. 7. INTRODUCTIONTolani Institute of Management Studies Page 7
  8. 8. Introduction of projectThe job of marketer is to meet and satisfy target customers’ needs and wants but“knowing customer" is not a simple task. Understanding the buying behaviour of thetarget market for its company products is the essential task for the marketing dep’t.The job of the marketers is to “think customer” and to guide the company intodeveloping offers, which are meaningful and attractive to target customers andcreating solutions that deliver satisfaction to the customers, profits to customer andbenefits to the stakeholders.Marketers must study the customer taste, preferences, wants, shopping and buyingbehaviour because such study provides the clues for developing the new products,price, product changes, messages and other marketing mix elements. In understandthe concept of buying we have the some of the key questions. They are: - Why does the market buying? Objective Who does the market buying? Organization What does the market buying? Objects When does the market buying? Occasions Where does the market buying? Outlets How does the market buying? OperationsTolani Institute of Management Studies Page 8
  9. 9. Chart no.11. Problem/need recognition How do you decide which particular product or service to purchase? It could be that your Blu-Ray DVD player stops working and you now have to look for a new one. All those Blu-Ray DVD films you purchased you can no longer play! So you have a problem or a new need. For high value items like a Blu- Ray player or a car or other low frequency purchased products this is the process we would take. However, for impulse low frequency purchases e.g. chocolate the process is different.2. Information search So we have a problem, our Blu-Ray player no longer works and we need to buy a new one. What is the solution? Yes go out and purchase a new one, but which brand? Shall we buy the same brand as the one that blew up? Or stay clear of that? Consumers often go on some form of information search to help them through their purchase decision. Sources of information could be family, friends, neighbours who may have the product you have in mind, alternatively you may ask the sales people, or dealers, or read specialist magazines like What DVD? To help with the purchase decision. You may even actually examine the product before you decide to purchase it.Tolani Institute of Management Studies Page 9
  10. 10. 3. Evaluation of different purchase options. So what Blu-Ray DVD player do we purchase? Shall it be Sony, Toshiba or Bush? Consumers allocate factors to certain products, almost like a point scoring system which they work out in their mind over which brand to purchase. so for one customer, brand may be more important than price and another, features and price are just as this means that consumers know what features from the rivals will benefit them and they attach different degrees of importance to each attribute. For example sound maybe better on the Sony product and picture on the Toshiba, but picture clarity is more important to you then sound. Consumers usually have some sort of brand preference with companies as they may have had a good history with a particular brand or their friends may have had a reliable history with one, but if the decision falls between the Sony DVD or Toshiba then which one shall it be? It could be that the review the consumer reads on the particular Toshiba product may have tipped the balance and that they will purchase that brand.4. Purchase decision Through the evaluation process discussed above, consumers will reach their final purchase decision and they reach the final process of going through the purchase action. Purchase of the product can either be through the store, the web, or over the phone.5. Post Purchase Behaviour Ever have doubts about the product after you purchased it? This simply is post purchase behaviour and research shows that it is a common trait amongst purchasers of products. Manufacturers of products clearly want recent consumers to feel proud of their purchase and they want the customer to purchase from them again. It is therefore just as important for manufacturers to advertise for the sake of their recent purchaser so consumers feel comfortable that they own a product from a strong and reputable organization. This limits post purchase behavior. i.e. You feel reassured that you own the latest advertised product.Tolani Institute of Management Studies Page 10
  11. 11. With help of this study we conclude that buying behaviour of consumer are changeaccording bto their age, income, gender, occupation etc. on the basis of that wedevelop one model that is as under Buying behaviour modelChart no.2Tolani Institute of Management Studies Page 11
  12. 12. Literature ReviewTolani Institute of Management Studies Page 12
  13. 13. Name of author Title of Paper Country Sample Analysis tool findings sizeVinod Kumar THE IMPACT India 866 (ANOVA),Bishnoi and Ruchi OF TV teenagers of questionnaireSharma ADVERTISIN Haryana G ON BUYING BEHAVIOR: A COMPARATI VE STUDY OF URBAN AND RURAL TeenagersStephen L. THE EFFECT 97 females Questionnaire The resultsSondoh Jr.1, OF BRAND ,SPSS V13; also indicatedMaznah WanOmar2, Nabsiah IMAGE ON regression that overallAbdul Wahid3 OVERALL analysis satisfactionIshak Ismail3 andAmran Harun4 SATISFACTI does influence ON AND customers LOYALTY loyalty. The INTENTION results imply IN THE that marketers CONTEXT should focus OF COLOR on brand COSMETIC image benefits in their effort to achieve customer loyaltyMINAKSHI CONSUMER India 300 Questionnaire It was inferredTHAMAN BEHAVIOUR consumers ,chi square test from the study IN THE in Ludhiana that lower and Tolani Institute of Management Studies Page 13 PURCHASE city middle income PROCESS OF category
  14. 14. Tolani Institute of Management Studies Page 14
  15. 15. Introduction of companyHero MotoCorp Ltd. (Formerly Hero Honda Motors Ltd.) is the worldslargest manufacturer of two - wheelers, based in India.In 2001, the company achieved the coveted position of being the largest two-wheelermanufacturing company in India and also, the World No.1 two-wheelercompany in terms of unit volume sales in a calendar year. Hero MotoCorp Ltd.continues to maintain this position till date.VisionThe story of Hero Honda began with a simple vision - the vision of a mobile and anempowered India, powered by its bikes. Hero MotoCorp Ltd., companys newidentity, reflects its commitment towards providing world class mobility solutionswith renewed focus on expanding companys footprint in the global arena.MissionHero MotoCorps mission is to become a global enterprise fulfilling its customersneeds and aspirations for mobility, setting benchmarks in technology, styling andquality so that it converts its customers into its brand advocates. The company willprovide an engaging environment for its people to perform to their true potential. Itwill continue its focus on value creation and enduring relationships with its partners.StrategyHero MotoCorps key strategies are to build a robust product portfolio acrosscategories, explore growth opportunities globally, continuously improve itsoperational efficiency, aggressively expand its reach to customers, continue to investin brand building activities and ensure customer and shareholder delight.Tolani Institute of Management Studies Page 15
  16. 16. Hero MotoCorp was started in 1984 as Hero Honda Motors Ltd. 1956—Formation of Hero Cycles in Ludhiana(majestic auto limited) 1975—Hero Cycles becomes largest bicycle manufacturer in India. 1983—Joint Collaboration Agreement with Honda Motor Co. Ltd. Japan signed Shareholders Agreement signed 1984—Hero Honda Motors Ltd. incorporated 1985—Hero Honda motorcycle CD 100 launched. 1989—Hero Honda motorcycle Sleek launched. 1991—Hero Honda motorcycle CD 100 SS launched. 1994 -- Hero Honda motorcycle Splendor launched. 1997—Hero Honda motorcycle Street launched. 1999 -- Hero Honda motorcycle CBZ launched. 2001 -- Hero Honda motorcycle Passion and Hero Honda Joy launched. 2002—Hero Honda motorcycle Dawn and Hero Honda motorcycle Ambition launched. 2003—Hero Honda motorcycle CD Dawn, Hero Honda motorcycle Splendor, Hero Honda motorcycle Passion Plus and Hero Honda motorcycle Karizma launched. 2004—Hero Honda motorcycle Ambition 135 and Hero Honda motorcycle CBZ* launched. 2005—Hero Honda motorcycle Super Splendor, Hero Honda motorcycle CD Deluxe, Hero Honda motorcycle Glamour, Hero Honda motorcycle Achiever and Hero Honda Scooter Pleasure. 2007—New Models of Hero Honda motorcycle Splendor NXG, New Models of Hero Honda motorcycle CD Deluxe, New Models of Hero Honda motorcycle Passion Plus and Hero Honda motorcycle Hunk launched.Tolani Institute of Management Studies Page 16
  17. 17.  2008—New Models of Hero Honda motorcycles Pleasure, CBZ Xtreme, Glamour, Glamour Fi and Hero Honda motorcycle Passion Pro launched. 2009—New Models of Hero Honda motorcycle Karizma:Karizma - ZMR and limited edition of Hero Honda motorcycle Hunk launched 2010—New Models of Hero Honda motorcycle Splendor Pro and New Hero Honda motorcycle Hunk and New Hero Honda Motorcycle Super Splendor launched. 2011—New Models of Hero Honda motorcycles Glamour, Glamour FI, CBZ Xtreme,Karizmalaunched. New licensing arrangement signed between Hero and Honda.August—Hero and Honda part company, thus forming Hero MotoCorpand Honda moving out of the Hero Honda joint venture. November—Hero launchedits first ever Off Road Bike Named Hero "Impulse".Tolani Institute of Management Studies Page 17
  18. 18. Parent Company Hero GroupCategory Motorcycles, ScootersSector Two-WheelersTagline/ Slogan Hum mei hai Hero; Desh ki Dhadkan (HeroHonda) Wide product variety, excellent brand equity & high customerUSP loyalty STPSegment Young boys looking for fast sporty bikes for Indian roadsTarget Group Young boys in the age 18-30 middle classPositioning Every person has a hero and a winner within one’s self Product Portfolio 1. CBZ 2. Karizma 3. Passion 4. PleasureBrands 5. Splendour 6. Impulse SWOT Analysis 1. Huge brand equity and one of the biggest players in the two wheelers Indian market 2. Excellent R&D, and wide variety of products in every segment. 3. Excellent distribution, over 3000 dealerships and service centers 4. Good advertising and excellent rebranding from Hero HondaStrength to Hero Moto Corp 1. Absence in the premium bike segment 2.High imports for its spare parts i.e. over 30% imports 3. Most of the products have similar features and low on designWeakness and innovation 1.Two-wheeler segment is one of the most growing industriesOpportunity 2.Export of bikes is limited i.e. untapped international markets 1. Strong competition from Indian as well as international brands 2. Dependence on government policies and rising fuel pricesTolani Institute of ManagementBetter public transport will affect two-wheeler sales 18Threats 3. Studies Page Competition
  19. 19. OBJECTIVES OF PROJECT • To know market position of Hero Honda bike in the market. • To know consumer behaviour for purchase of two wheeler bike. • To identify the factor which influences on consumer decision? • To classify which types of customers visiting of Dealers with reference to age, gender, income • To know which medium play important role for purchasing bike. • To study who is the decision make in purchasing bike?. • Identifying possible areas of Improvement. • To know consumer preferences of different offersTolani Institute of Management Studies Page 19
  20. 20. METHODOLOGYType of Research: Basic ResearchResearch Design: Basic Research Conclusive Research Descriptive Research Cross-Sectional Design Sample Survey Method Chart no. 3Tolani Institute of Management Studies Page 20
  21. 21. • Here we have selected conclusive research because it is flexible & versatile in nature whereby factors are flexible &can change from person to person. Also research is structured & formally designed. This research type is used because information is to be clarified. Further it is cross-sectional in nature because it is done through sample survey whereby a representative sample is selected from whole population.Sampling Frame:People of Gandhidham and AdipurSampling Design:Non-probability sampling because there is unequal to all respondent being selected aswell as we have control over the population. Convenient sampling as we approachedthe Gandhidham people as per our convenience.Sample Size: 100 People of Gandhidham and AdipurData Collection Method:Structured questions through questionnaireData Analysis Technique:Descriptive StatisticsTolani Institute of Management Studies Page 21
  22. 22. FINDINGS 1. Do you have own Bike?(Table no. 3) Frequency Percent Valid Yes 80 85.1 No 14 14.9 Total 94 100.0chart no 4InterpretationFrom the above Table No.1, we conclude that 85.1% which is 80 Respondents havetheir own bike and rest 14.9% which is 14 respondents do not have their own bike.Tolani Institute of Management Studies Page 22
  23. 23. 2. Which Company bike do you have at Present?(Table no. 4) Frequency Percent Valid Hero 48 51.06 Honda 15 15.96 TVS 11 11.70 Yamaha 7 7.47 Bajaj 10 10.64 Suzuki 2 2.13 Others 1 1.06 Total 94 100.0Chart no.5InterpretationFrom the above Table No.2, we conclude that 51.06% of the market is covered byHero itself & there is a vast difference of 36.90% between two company market shareTolani Institute of Management Studies Page 23
  24. 24. which are Hero and Honda who has occupied 1 st position and 2nd position. Suzuki hasleast market share which is 2.13%. 3. Who is decision maker for purchasing bike in your family?(Table no. 5) Frequency Percent Valid Father 53 56.4 Mother 2 2.1 Self 35 37.2 Others 4 4.3 Total 94 100.0Chart no.6InterpretationFrom the above Table No. 3, it is found that 56.38% of respondents were influencedby their father, 37.23% of the respondents take decisions by themselves, 4.26% ofrespondents were influenced by others & 2.13% of the respondents were influencedtheir mother.Tolani Institute of Management Studies Page 24
  25. 25. 4. How do you purchase Bike?(Table no. 6) Frequency Percent Valid By Cash 43 45.7 By Loan 51 54.3 Total 94 100.0Chart no 7Interpretation 1. Based on Table No.4, it is concluded that 54.26% of the respondents purchase bike on loan whereas 45.74% respondents purchase bike by cash.Tolani Institute of Management Studies Page 25
  26. 26. 5. What features you considers when you purchase bike please tick mark.(Table No. 7) strongly disagree neutral Agree strongly Percentage disagree agree of agree & Stongly AgreePrice 1 1 10 48 34 87.23Less 2 3 22 44 23 71.28MaintenanceStyle 0 7 20 43 24 71.28Durability 0 0 18 52 24 80.85Mileage 0 1 7 19 67 91.49Easy 0 3 16 53 22 79.79DrivingBrand 1 5 21 44 23 71.28ReputationColor 0 2 14 29 49 82.98Chart no.8Tolani Institute of Management Studies Page 26
  27. 27. InterpretationPrice: - From the above table we can see that 48 respondents are agreeing and 34respondents are strongly agreeing with regards of price of bike while purchasing. Sothat we can say that Price is a very important factor while purchasing bike.Less Maintenance: - From the above table we can see that 44 respondents are agreeingand 23 respondents are strongly agreeing with the factor of less maintenance of bikewhile purchasing. So that we can say that less maintenance is least important factorwhile purchasing bike.Style: - From the above table we can see that 43 respondents are agreeing and 24respondents are strongly agreeing with the point of style of bike while purchasing. Sothat we can say that style is least important factor while purchasing bike.Durability: - From the above table we can see that 52 respondents are agreeing and 24respondents are strongly agreeing with the factor of durability while purchasing bike.So that we can say that durability is least important factor while purchasing bike.Mileage: - From the above table we conclude that 67 respondents strongly agree forconsidering mileage of bike. Also as per our observation at QUALITY HERO,customers first ask for the mileage of bike due to continuously increase in petrolprices. Therefore we can say that Mileage is most important factor while purchasingbike.Easy Driving: - From the above table we can see that 53 respondents are agreeing and22 respondents are strongly agreeing with the factor of Easy Driving while purchasingbike. So that we can say that durability is less important factor while purchasing bike.Brand Reputation: - From the above table we can see that 29 respondents are agreeingand 49 respondents are strongly agreeing with the factor of Brand Reputation of bikewhile purchasing. So that we can say that Brand Reputation is also important factorwhile purchasing bike.Color: - From the above table we can see that 43 respondents are agreeing and 24respondents are strongly agreeing with the point of style of bike while purchasing. Sothat we can say that style is least important factor while purchasing bike.Tolani Institute of Management Studies Page 27
  28. 28. 6. Rate the following attribute of Show room.(Table No. 8) Strongly Disagree Neutral Agree Strongly Percentage Disagree Agree of Agree & Strongly AgreAvailable 1 6 25 34 28 65.96After Sales 3 5 20 39 27 70.21Service 3 3 18 40 30 74.47Infrastructur 4 14 27 37 12 52.13e Chart no.9Availability: - From the above table we can see that 34 respondents are agreeing and28 respondents are strongly agreeing with the attribute of Availability of bike. So thatwe can say that Availability is less important attribute.Tolani Institute of Management Studies Page 28
  29. 29. After Sales: - From the above table we can see that 39 respondents are agreeing and27 respondents are strongly agreeing with the attribute of After Sales service of bike.So that we can say that After Sales is important attribute.Service: - From the above table we can see that 40 respondents are agreeing and 30respondents are strongly agreeing with the feature of Service of bike. So that we cansay that Service is most important attribute.Infrastructure: - From the above table we can see that 37 respondents are agreeingand 12 respondents is strongly agreeing with the element of Infrastructure ofshowroom. So that we can say that Infrastructure is least important attribute.Tolani Institute of Management Studies Page 29
  30. 30. 7. Rate the following schemes that attract you most.(Table No. 9) Strongly Disagree Neutral Agree Strongly Percentage Disagree Agree of Agree & Strongly AgreeSpecial 2 4 21 44 23 71.28OfferExchange 2 14 30 33 15 51.06OfferSpecial 4 16 26 31 17 51.06GiftCash 0 4 19 23 48 75.53DiscountChart no.10Special Offer: - From the above table we can see that 44 respondents are agreeing and23 respondents are strongly agreeing with the attraction of scheme of Special Offer ofcompany. So that we can say that Special Offer is attractive scheme.Exchange Offer: - From the above table we can see that 33 respondents are agreeingand 15 respondents are strongly agreeing with the attraction of scheme of ExchangeOffer of company. So that we can say that Exchange Offer is least attractive scheme.Tolani Institute of Management Studies Page 30
  31. 31. Special Gift: - From the above table we can see that 31 respondents are agreeing and17 respondents are strongly agreeing with the attraction of scheme of Special Gift ofcompany. So that we can say that Special Gift is least attractive scheme.Cash Discount: - From the above table we can see that 23 respondents are agreeingand 48 respondents are strongly agreeing with the attraction of scheme of CashDiscount given by company. So that we can say that Cash Discount is Most attractivescheme.Tolani Institute of Management Studies Page 31
  32. 32. 8. Rate the following feature when you have to purchase Hero Bike.(Table No. 10) Strongly Disagree Neutral Agree Strongly Percentage Disagree Agree of Agree & Strongly AgreeMileage 0 0 7 33 54 92.55Available 1 3 22 54 14 72.34Price 1 2 6 55 30 90.42After 1 0 16 49 28 81.91ServicePick Up 3 2 12 44 33 81.91Chart no. 11Mileage: - From the above table we can see that 33 respondents are agreeing and 54respondents are strongly agreeing with the feature of Mileage of Bike. So that we cansay that Mileage is most attractive Feature in Bike.Availability: - From the above table we can see that 54 respondents are agreeing and14 respondents are strongly agreeing with the feature of Availability of company. Sothat we can say that Availability is least attractive feature of company.Price: - From the above table we can see that 55 respondents are agreeing and 30respondents are strongly agreeing with the feature Price of Bike. So that we can saythat Price is much attractive Feature while purchasing Bike.Tolani Institute of Management Studies Page 32
  33. 33. After Service: - From the above table we can see that 49 respondents are agreeing and28 respondents are strongly agreeing with the feature of After Service of company. Sothat we can say that After Service is also attractive feature of company.Pick Up: - From the above table we can see that 44 respondents are agreeing and 33respondents are strongly agreeing with the feature of Pick Up of Bike. So that we cansay that Pick Up is also attractive feature of bike.Tolani Institute of Management Studies Page 33
  34. 34. Test No. 1H0-there is no significance difference in considering price of bike to differentincome levelH1- there is significance difference in considering price of bike to differentincome level DescriptiveWhat features you consider when you purchase bike please tick mark [Price]Chart no 11 N Mea Std. Std. 95% Confidence Minimu Max n Deviatio Error Interval for Mean m imu n m Lower Upper Bound BoundLess than 6 4.17 .983 .401 3.13 5.20 3 51500015000- 39 4.33 .701 .112 4.11 4.56 2 53000030001- 32 4.16 .574 .101 3.95 4.36 3 54500045000 17 4.00 1.061 .257 3.45 4.55 1 5aboveTotal 94 4.20 .756 .078 4.05 4.36 1 5Test of Homogeneity of VariancesTolani Institute of Management Studies Page 34
  35. 35. What features you consider when you purchase bike please tick mark [Price]Table no.12 Levene Statistic df1 df2 Sig. 2.130 3 90 .102 ANOVAWhat features you considers when you purchase bike please tick mark [Price] Sum of Mean Table no.13 Squares df Square F Sig. Between 1.441 3 .480 .836 .478 Groups Within Groups 51.719 90 .575 Total 53.160 93From the above table of Test of Homogeneity of Variances which shows theequality of variance and hypotheses for the same os as under:-H0-variance of all group are equalH1- variance of all group are unequalThe F value is 2.130 and its associated significance value is 0.102 which is greaterthan .05, so we fail to reject null hypotheses so it conclude that variance of all groupare equal.Anova table provide information for testing hypothesis. F value is used as test ofsignificance of difference in mean across the group. F value in this test is equal to0.836 and its associated P value is reported as 0.478 which is greater than 0.05 so weare failed to reject null hypothesis that is there is no significance difference inconsidering price of bike to different income levelTest no2Ho- there is no difference for considering easy driving with respect to genderTolani Institute of Management Studies Page 35
  36. 36. H1- there is no difference for considering easy driving with respect to gender Group Statistics Std. Gende Std. ErrorTable no.14 r N Mean Deviation MeanWhat features you male 82 3.96 .744 .082considers when you femalepurchase bike please 12 4.25 .622 .179tick mark [Easydriving]Tolani Institute of Management Studies Page 36
  37. 37. Independent Samples Test Levenes Test for Equality ofTable no.15 Variances t-test for Equality of Means 95% Std. Confidence Sig. Mean Error Interval of (2- Diffe Differ the F Sig. t df tailed) rence ence Difference Uppe Lowe r rWhat Equalfeatures you varianceconsiders swhen you assumed - -.73purchase .001 .981 1.26 92 .208 -.287 .226 .162 5bike please 9tick mark[Easydriving] Equal - variance 16.0 -.70 1.45 .166 -.287 .197 .132 s not 07 5 2 assumed To find out difference for considering easy driving with respect to gender independent sample test has been employed with the above hypothesis and from the table, we conclude that we are fail to reject Null hypothesis because F value is 0.001 and its associated significance value is 0.981 which is greater than 0.05. Test No. 3 Tolani Institute of Management Studies Page 37
  38. 38. Ho- there is no significance difference in considering brand of bike belonging todifferent occupationH1- there is significance difference in considering brand of bike belonging todifferent occupation DescriptiveWhat features you consider when you purchase bike please tick mark [BrandReputation] Std.Table Deviati Std. 95% Confidence Mini Maximno.16 N Mean on Error Interval for Mean mum um Lower Upper Bound Boundservice 18 3.89 .758 .179 3.51 4.27 2 5sbusines 14 4.00 .679 .182 3.61 4.39 3 5sstudent 55 3.98 .828 .112 3.76 4.21 2 5Profess 1.20 3 3.33 2.082 -1.84 8.50 1 5ional 2Others 4 2.50 .577 .289 1.58 3.42 2 3Total 94 3.88 .878 .091 3.70 4.06 1 5 Test of Homogeneity of VariancesWhat features you consider when you purchase bike please tick mark [BrandReputation]Table no.17 Levene Statistic df1 df2 Sig. 2.789 4 89 .031Tolani Institute of Management Studies Page 38
  39. 39. ANOVAWhat features you consider when you purchase bike please tick mark [BrandReputation] Sum of Mean Table no.18 Squares df Square F Sig. Between 9.287 4 2.322 3.310 .014 Groups Within Groups 62.426 89 .701 Total 71.713 93From the above table of Test of Homogeneity of Variances which shows theequality of variance and hypotheses for the same as as under:-H0-variance of all group are equalH1- variance of all group are unequalThe F value is 2.789 and its associated significance value is 0.031 which is less than0.05, so we reject null hypotheses accordingly it concludes that variance of all groupare unequal.Anova table provide information for testing hypothesis. F value is used as test ofsignificance of difference in mean across the group. F value in this test is equal to3.310 and its associated P value is reported as 0.014 which is less than 0.05 so wereject null hypothesis and accept alternative hypothesis that is there is significancedifference in considering brand of bike belonging to different occupation.Tolani Institute of Management Studies Page 39
  40. 40. Test No. 4H0- there is no significance difference in considering style of bike belonging todifferent age groupH1- there is significance difference in considering style of bike belonging todifferent age group DescriptiveWhat features you consider when you purchase bike please tick mark [Style]Table no.19 Std. Std. 95% Confidence Mini Maxim N Mean Deviation Error Interval for Mean mum um Lower Upper Bound Bound18- 64 4.02 .807 .101 3.81 4.22 2 53031- 23 3.83 .937 .195 3.42 4.23 2 54041- 7 3.00 .816 .309 2.24 3.76 2 450Tota 94 3.89 .873 .090 3.71 4.07 2 5l Test of Homogeneity of VariancesWhat features you consider when you purchase bike please tick mark [Style]Table no.20 Levene Statistic df1 df2 Sig. 1.003 2 91 .371ANOVAWhat features you consider when you purchase bike please tick mark [Style]Tolani Institute of Management Studies Page 40
  41. 41. Table no.21 Sum of Mean Squares df Square F Sig. Between 6.647 2 3.324 4.705 .011 Groups Within Groups 64.289 91 .706 Total 70.936 93From the above table of Test of Homogeneity of Variances which shows theequality of variance and hypotheses for the same os as under:-Ho-variance of all group are equalH1- variance of all group are unequalThe F value is 1.003 and its associated significance value is 0.371 which is less than .05, so we fail to reject null hypotheses so it conclude that variance of all group areequal.To find out significance difference in considering style of bike belonging todifferent age group One Way Anova has been employed with the above hypothesisand from the table, we conclude that we reject Null hypothesis because F value is4.705 and its associated significance value is 0.011 which is less than 0.05 LIMITATIONS 1. Population of Gandhidham is almost 350000 and we consider only 94 respondent. So the size of sample is small.Tolani Institute of Management Studies Page 41
  42. 42. 2. We have to complete our research report between 1 may to 11 june. So the period of study is less. 3. This study is limited to gandhidham city only.Tolani Institute of Management Studies Page 42
  43. 43. CONCLUSION 1. The study reveals that 51.06% respondents have Hero bike which shows the reach-ness of the company in the market. This is because of their fuel efficient as well as low prices of their bikes. 2. The influence of purchase decision of respondent is their father. 3. It is found that 91.49% of respondent gives priority to mileage & 87.23% of respondent’s gives priority to price. 4. The study reveals that 74.47% of respondents gives priority to service which is provided by showroom employees to the customer before purchasing bike. 5. 75.53% of respondents are attracted with the scheme of cash discount. 6. Almost 92% of respondent will consider Mileage & 90% of respondents will consider Price at the time of purchasing Hero bike. 7. With compare to Male, Female want more Easy Driving two wheeler.Tolani Institute of Management Studies Page 43
  44. 44. RECOMMENDATION 1. Company should launch fuel efficient bike as now a days petro; price are increasing. 2. Company should provide good financing schemes because more than 50% of the respondents purchase their bike through loan. 3. Gandhidham showroom should improve their service more provided to the customer because as per our study, customer gives most weightage to service provided by the showroom employees.Tolani Institute of Management Studies Page 44
  45. 45. APPENDIX QuestionnaireWe here by declare that the below information will only be used for academic purposeand none of the information will be licked or misused. So kindly don’t be panic whilefilling the questionnaire and help us in fulfilling our report accurately by giving yourhonest reply._____________________________________________________________________ 2. Do you have own Bike? 1) Yes 2) No 3. Which Company bike do you have at Present? 1) Hero 2) Honda 3) TVS 4) Yamaha 5) Bajaj 6) Suzuki 7) Others (Please Mention) __________________ 4. Who is decision maker for purchasing bike in your family? 1) Father 2) Mother 3) Self 4) Other 5. How you purchase Bike? 1) By Cash 2) By LoanTolani Institute of Management Studies Page 45
  46. 46. 6. What features you considers when you purchase bike please tick mark. Strongly Disagree Neutral Agree Strongly Disagree Agree (1) (2) (3) (4) (5)PriceLessMaintenanceStyleDurabilityMileageEasy DriveBrandReputationColor 7. Rate the following attribute of Show room. Strongly Disagree Neutral Agree Strongly Disagree Agree (1) (2) (3) (4) (5) Available After Sales Services Infrastructur e 8. Rate the following schemes that attract you most.Tolani Institute of Management Studies Page 46
  47. 47. Strongly Disagree Neutral Agree Strongly Disagree Agree (1) (2) (3) (4) (5) Special Offer Exchange Offer Special Gift Cash Discount 9. Rate the following feature you have purchase Hero Bike. Strongly Disagree Neutral Agree Strongly Disagree Agree (1) (2) (3) (4) (5) Mileage Availability Price After Service Pick UpTolani Institute of Management Studies Page 47
  48. 48. Customer Personal Information 1. Name _______________________________ 2. Gender 1) Male 2) Female 3. Age 1) 18-30 2) 31-40 3) 41-50 4) 51 & Above 4. Family Income 1) Below 15000 2) 15001-30000 3) 30001-45000 4) 45001 & Above 5. OccupationTolani Institute of Management Studies Page 48
  49. 49. 1) Service 2) Business 3) Student 4) Professional 5) Others (Please Mention) ________________ Thank youTolani Institute of Management Studies Page 49
  50. 50. BIBLIOGRAPHYBanerjee, S., Banerjee, D., & Patwardhan, D. (2012, April). Celebrity endorsement: Does it make any impact on consumer buying behaviour? International Journal of Research in Commerce and Management, 3(4), 67-71.Kumar, D., Gangal, D. K., & Singh, K. (2011, October). Advertising and consumer buying behaviour: A study with special reference to NESTLE LTD. International Journal of Research of Commerce and Managament, 2(10), 83- 87.Menon, B., & Jagathy, D. V. (International Journal of Research of Commerce and Managament). 1(3), August.Prialatha, P., & Mathi, D. M. (2011, September). A study on factor influencing rural consumer buying behaviour towards personal care product in Coinbatore district. International Journal of Research of Commerce and Managament, 2(9), 52-57.Pughazhendi, A., & Ravindran, D. S. (2011, Octomber). A study on impulsive buying behaviour and satisfaction towards retail outlet in big bazar Coimbatore. International Journal of Research of Commerce and Managament, 2(10), 51- 54.Roy, H. (2012, March). Study on the envitonmental concern on consumer purchasing pattern in Kolkata city. International Journal of Research in Commerce and Management, 3(3), 135-138.Sharma, E. (2010, november). Service buying behaviour in banking industry: A comparative analysis of private and public sector bank. International Journal of Research of Commerce and Managament, 1(7), 154-157.Tolani Institute of Management Studies Page 50
  51. 51. Srinivas, D. P. (2011, March). Consume satisfaction of two wheeler motor bikes: A study on Nandyal, Kurnool district, A.p., India. International Journal of Research of Commerce and Managament, 2(3), 125-129.Thaman, M., & Ahuja, P. (2010, November). Consumer behaviour in the purchase process of refrigerator, television & food processor with special refrence to income leval. International Journal of Research of Commerce and Managament, 1(7), 126-134.Valarmathi, D., & Kalyanasundaram, M. (2011, April). Astudy on consumer behaviour in selecting credit cards. International Journal of Research of Commerce and Managament, 2(4), 127-132.Velmathi, N., & Ganesan, D. (2011). Credit management of indian commercial vehicle industry. International Journal of Research of Commerce and Managament, 2(7), 48-52.Tolani Institute of Management Studies Page 51
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