HeroHonda:DASH KI DHADKAN

INTRODUCTION TO CONSUMER BUYING BEHVIOUR

The main aim of marketing is meet and satisfy target customers need and wants
buyer behavior refers to the peoples or organization conduct activities and together with the
impact of various influence on them towards making decision on purchase of product and
service in a market. The field of consumer behavior studies how individuals, groups and
organization select, buy, use and dispose of goods, service, ideas, or experience to satisfy
their needs and desires understanding consumer behavior and knowing customer are never
simple. The wealth of products and service produced in a country make our economy
strong. The behavior of human being during the purchase is being termed as “Buyer
Behavior”. Customer says one thing but do another. They may not be in touch with their
deeper motivations. They are responding to influences that change their mind at the last
minute. A buyer makes take a decision whether save or spend the money.

Definition of Buyer Behavior:-

Buyer behavior is “all psychological, Social and physical behaviors of

potential customers as they become aware of evaluate, purchase, consume and tell
others about product & service.

Consumer Buying Decision Process

There are following five stages in consumer buying decision process.

1. Problem identification:-
The buying process starts when the buyer recognizes a problem or need. The need
can be triggered by internal or external stimuli. Marketers need to identify the
circumstances that trigger a particular need. By gathering information from a number
of consumers, Marketers can identify the most frequent stimuli that spark an interest
in a product category. They can then develop marketing strategies that trigger
consumer interest.

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2. Information Search:-
The consumer tries to collect information regarding various products/service.
Through gathering information, the consumer learns about completing brands and
their features. Information may be collected form magazines, catalogues, retailers,
friends, family members, business association, commercial, chamber of commerce,
telephone directory, trade fair etc. Marketers should find out the source of
information and their relative degree of importance to the consumers.
Personal Sources: Family, friends, neighbor, as quittances.
Commercial Source: Advertising, sales persons, dealers, packaging, displays.
Public sources: mass media, consumer, rating organizations.
Experimental sources: Handling. Examine, using the product.

3. Evaluation of alternative:-

There is no single process used by all consumers by one consumer in all buying
situations. There is several First, the consumer processes, some basic concepts are:
First, the consumer is trying to satisfy need.
Second, the consumer is looking for certain benefits from the product solutions.
The marketer must know which criteria the consumer will use in the
purchase decision.

4 . Choice of purchasing decision:-From among the purchase of alternatives the

consumer makes the solution. It may be to buy or not to buy. If the decision is
to buy.

The other additional decisions are:

Which types of bike he must buy?

From whom to buy a bike?

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How the payment to be made? And so on.

The marketer up to this stage has tried every means to influence the
purchase behavior, but the choice is properly consumers. In the evaluation stage the
consumer forms preferences among the brands in the choice set. The consumer may
also form an intention to but the most preferred brand.

5. Post Purchase Behavior:-

After purchase the product, the consumer will experience the same level of product.
The Marketer’s job not end when the product is buying must monitor post-purchase
satisfaction, post-purchase action, post-purchase use and disposal

 Post Purchase Satisfaction:-

The buyer, S satisfaction is a function Of closeness between the buyer, S

expectation and the products Perceiver performance. The larger the gap between
expectation and performance, the
g greater the consumer dissatisfaction.

 Post purchase Action:-

The Consumer, S satisfaction or dissatisfaction with the product influence subsequent

behavior. If the consumer satisfied, he or she will exhibit a higher probability of
purchasing the product again. Dissatisfaction consumer may abandon and return the
product.

 Post-Purchase Use or Disposal:-

The marketer should also monitor new buyers use and dispose of the product.
If the consumer store the product in a close, the product is probably not very

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satisfying. If the consumer throws the product away, the marketer needs to know how
they dispose of it; especially it can be hurt the environment.

Characteristic of Buyer Behaviors

The chief characteristics of the buyers behaviors are as follow:-

(1) It consists of mental and physical activities which consumers undertake to get
goods and services and obtain satisfaction from them.

(2) It includes both observable activities such as walking through the market to
examine merchandise and making a purchase and mental activities-such as forming
attitudes, perceiving advertising material, and learning to prefer particular brands.

(3) Consumer behaviors are very complex and dynamic to constantly changing. And
therefore, management need to adjust with the change otherwise market may be lot.

(4) The individuals specific behaviors in the market place is affected by internal
factor, such as need , motives, perception, and attitudes, as well as by external of
enviourmenatal influences such as the family social groups, culture, economics and
business influences.

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STATEMENT OF PROBLUM

To know the best consumer buying behavior and demand into the minds of
consumer of Surat city because always consumer say something and does something.
There are many companies manufacturing motorcycles into the market, at the same
time as there are many companies manufacturing motorcycles, idea about thinking of
customer on whether, what, how, and for whom to purchase the motorcycle.

Therefore, research is required to measure present consumer buying behavior

at the purchase of Hero Honda bike. So the researcher problem is to identify what are
the criteria that prospective customer takes into consideration before buying the
motorcycles.

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SCOPE OF STUDY

 The main scope of the study is limited to Surat city.

 It also analysis the benefits accruing to the company as a result of those

service.

 This study has been made to find the level of satisfaction the customer has
regarding the service provider by bike place.

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OBJECTIVES OF STUDY

 To know market position of Hero Honda bike in the market.

 To know consumer behavior for purchase of two wheeler bike.

Limitations of study

 When the buyers are busy we can’t get accurate data from them.

 According to the time limit of our project we can cover only the some area.

 During survey some respondents may not give answer in a proper manner.

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 HeroHonda:DASH KI DHADKAN

RESERCH METHODOLOGY

Marketing research is the function which links the consumer, customer

and public to the marketers through information used to identify and define
marketing, opportunities and problems, generates refine marketing action; monitor
marketing performance; and improve understanding of marketing as a process.

Marketing research specifies the information required to address these

issues; designs the method for collection information manages and implements the
data collection process; analysis the results and communication the findings and their
implication.

The sources of data collection methods are as follows.

a) Primary data:-

The primary data is that which details we collect first time from the market and
also used first time in the research. We also say that the information is first time in
the research decision. To collect the primary data questionnaire is prepared structure
non-disguise questionnaire is prepared.

b) Secondary data:-

Secondary data are those data which are already collected by someone for
some purpose and are available for the present study; secondary data are already
collected by the company’s records and other library’s books. When the secondary
data are sufficient, the researcher has to be satisfied with the primary sources of data.
Secondary data can be used as bases for comparison with primary data have been
collected by questionnaire.

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DATA ANALYSIS AND INTERPRETATION

1. AGE WISE CLASSIFICTION

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

18-20 30 30

21-25 37 37

26-30 15 15

31-35 06 06

36-40 07 07

41& above 05 05

Total 100 100

(Sources: Questionnaire-personal Detail)

Comment:-
Above Graph shows are 30% of respondent in age group of 18-20, 37%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.

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 HeroHonda:DASH KI DHADKAN

2. OCCUPATION WISE CLASSIFICATION

Occupation No. of respondents Percentage (%)

Servicemen 47 47

Student 30 30

Business 12 12

Profession 08 08

Others 03 03

Total 100 100

Occupation Wise Classification

100
No. of Respondents

80
60
No. of respondents
40
Percentage (%)
20
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Occupation

(Sources: Questionnaire-personal detail)

Comment:-
Above Chart Shows that 47 respondent are Servicemen out of 100 and 30 are
the students. 12 respondents are businessman.

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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%
5000
5000-10,000
10,000-15,000
15,000-20,000
54, 54%
20,000 Above
25, 25%

(Sources: - Questionnaire – Personal Detail)

Comment:-
Above graph shows that 54% of respondents are income in <=5000 income
level, Second 25% of respondents are of 5000-10,000 income level. 11% of
respondents are of 10,000-15,000, 7% of respondents are of 15,000-20,000 and
remain 3% of respondents above 20,000 of income level.

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 HeroHonda:DASH KI DHADKAN

4. SOURCES OF FINANCE

Sources of Finance No. of respondents Percentage (%)

By cash 45 45

By Loan 55 55

Total 100 100

55 55
60 45 45
50

40 No. of
respondents
30
Percentage (% )
20

10

0
By cash By Loan

(Sources: - Questionnaire—Que.8)

Comment:-
Above Graph shows that 55 people purchase Hero Honda Bike For by
Loan and 45 people purchase Hero Honda Bike from Cash.

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 HeroHonda:DASH KI DHADKAN

5. ANALYSIS OF PREFERING AUTO MOBILE

Auto Mobiles No. of respondents Percentage (%)

Shivani 20 20

Dhru 17 17

Siddhi 11 11

Other 52 52

Total 100 100

No. of respondents

Shivani
20%
Other
Dhru
52%
17%
Siddhi
11%

(Sources: - Questionnaire – Que.7)

Comment:-

Above Chart shows that out of 100, 52 % respondents prefer other

Automobile to purchase bike. 20 % respondents prefer shivani Automobile to
purchase bike.

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 HeroHonda:DASH KI DHADKAN

6. FROM WHICH SOURCE YOU PURCHSE 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

News Paper, 12
T.V.Advertiseme
nt, 14
Others, 48

Friends, 26

(Sources: - Questionnaire – Que.3)

Comment:-
Above graph shows that 48 % respondents are come to know from the
‘other’. Then 26 % respondents are come to know from the ‘friends’. 14 % & 12 %
respondents are come to know from the T.V. Advertisement & news paper.

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 HeroHonda:DASH KI DHADKAN

7 AGE V/S USAGE OF COMPANIES MOTORCYCLE

Age (in Hero Bajaj TVS Yamaha Honda Total

year) Honda

18-20 15 05 03 02 05 30

21-25 23 06 03 03 02 37

26-30 09 02 01 03 00 15

31-35 02 00 01 01 02 06

36-40 01 2 02 01 01 07

41& above 01 01 00 02 01 05

Total 51 16 10 12 11 100

Age V/S Of Companies Motorcycles

25

20
No. Of Respondents

18-20
21-25
15
26-30
31-35
10
36-40
41& above
5

0
Hero Honda Bajaj TVS Yamaha Honda

(Sources: - Questionnaire – personal detail)

Comment: -
Above Charts shows that 51 respondents are use Hero Honda Company’s
Motorcycle. And 16 respondents are using Bajaj bikes.

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QUESTIONNAIRE

A STUDY ON CONSUMER BUYING BEHAVIOUR AT TIME TO PURCHASE

HERO HONDA BIKE.

1 Do you have own bike?

(a) Yes [ ]. (b) No [ ]

If yes than,

2 Which company bike do you have at present?

Company ____________________

3 Whom do you refer to purchasing bike?

(A) News paper [ ] (C) TV advertisement [ ]

(B) Friends [ ] (D) others [ ]

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

(A) Father [ ] (B) Mother [ ]

(B) Self [ ] (D) other [ ]

5 How you purchase bike?

(A) By cash [ ] (B) By Loan [ ]

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6 What features you considers when you purchase bike please give the rank.

attributes excellent Very good Average Poor Very

good poor
price
Less maintenance
Style
Durability
Mileage
Easy driving
Brand reputation
Color

7 Rate the following attribute of show room

Attributes 1 2 3 4 5

Available

After sales

Services

infrastructure

11 give your suggestion.

_________________________________________________________
_________________________________________________________
_______________________________________

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 CUSTOMER PERSONAL INFORMATION:-

A. Name: - ___________________________________________

B. Address:-___________________________________________
___________________________________________
___________________________________________

C. phone no:-__________________________________________

D. Age (in year):-

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 [ ]

Sing.___________________

Date.___________________

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FINDINGS

 The study shows that 51 respondents are using Hero Honda.

 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 Hero Honda bike.
 The study shows that 55 respondents are purchase Hero Honda bike by Loan and
45 respondents are purchase Hero Honda bike by cash.
 The study shows that 31 respondents are give point to mileage.
 The study shows that more no. of respondents gives more weight age to price. The
more no. of serviceman, Students, Businessmen, and others give more weight age
to the price when Professionals give more weight age 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 are give rank to available in show rooms and
35 respondents are give rank to after service.
 The study shows that 43 respondents are giving excellent to festival offer and 41
respondents are give poor rank to the anniversary offer.
 The study shows that 45 respondents are purchase Hero Honda bike whose salary
is below 5000 income.

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SUGGESTIONS

1. Hero Honda should introduce a low price moped

2. For the promotion, company show make road-show that will

3. Increase the sales. The company should give more concentrate on the
advertisement.

4. Hero Honda Company should implement a new strategy to reduce the

competition and lead into the bike market.

5. As people expect more mileage per kilometer, company should increase the
mileage of the hero Honda bike.

6. Hero Honda should make a sports bike like to Kawasaki, Suzuki Hyabusa
bikes which can run with maximum speeds.

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BIBLIOGRAPHY

 www.herohonda.com

 www.google.com

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