TITLE OF THE STUDY

A study on post purchase behavior of consumer with special reference to

service of hero honda

INTRODUCTION

Consumer behavior is affected by a host of variables ranging from personal,

professional needs, attitudes and values, personality characteristics, social economic and
cultural background, age, gender, professional status to social influences of various kinds
exerted a family, friends, colleagues, and society as a whole. The combination of these
factors help the consumer in decision making further Psychological factors that as individual
consumer needs, motivations, perceptions attitudes, the learning process personality
characteristics are the similarities, which operate across the different types of people and
influence their behavior. There are four major factors which influences on the buying
behavior of consumer.
1. Cultural factors
2. Social factors
3. Personal factors
4. Psychological factors

1.Cultural factors: Consumer behavior cultural can be defined as the some total of learned
belief, values and customs that serve to guide and direct the consumer behavior of all
members of that society. Cultural is a learned through the following three ways:-
1. Formal learning
2. Informal learning
3.Technical learning.
Cultural is a most fundamental determinant person’s wants and behavior, the growing child
acquires a set of values, perceptions, preferences and behavior, through his family and key
institutions.

2.Social factors: Consumer behavior is also influenced by such social factors as reference
groups, family and social roles and status.

PERSONAL FACTORS: Buyer’s decisions are also influenced by personal characteristics, the
buyers’ age, life cycle stages, occupation, economic circumstances, lifestyle and personality
and self-concept.
INTRODUCTION OF THE COMPANY

During the 80s, Hero Honda became the first company in India to prove that it was possible
to drive a vehicle without polluting the roads. The company introduced new generation
motorcycles that set industry benchmarks for fuel thrift and low emission. A legendary 'Fill it
- Shut it - Forget it' campaign captured the imagination of commuters across India, and Hero
Honda sold millions of bikes purely on the commitment of increased mileage.

Over 20 million Hero Honda two wheelers tread Indian roads today. These are almost as
many as the number of people in Finland, Ireland and Sweden put together
Hero Honda has consistently grown at double digits since inception; and today, every
second motorcycle sold in the country is a Hero Honda. Every 30 seconds, someone in India
buys Hero Honda's top -selling motorcycle – Splendor. This festive season, the company sold
half a million two wheelers in a single month—a feat unparalleled in global automotive
history.

Hero Honda bikes currently roll out from its three globally benchmarked manufacturing
facilities. Two of these are based at Dharuhera and Gurgaon in Haryana and the third state
of the art manufacturing facility was inaugurated at Haridwar, Uttrakhand in April this year.
These plants together are capable of producing out 4.4 million units per year.

Hero Honda's extensive sales and service network now spans over 3000 customer touch
points. These comprise a mix of dealerships, service and spare points, spare parts stockiest
and authorized representatives of dealers located across different geographies.

Hero Honda values its relationship with customers. Its unique CRM initiative - Hero Honda
Passport Program, one of the largest programs of this kind in the world, has over 3 million
members on its roster. The program has not only helped Hero Honda understand its
customers and deliver value at different price points, but has also created a loyal community
of brand ambassadors.

Having reached an unassailable pole position in the Indian two wheeler market, Hero Honda
is constantly working towards consolidating its position in the market place. The company
believes that changing demographic profile of India, increasing urbanization and the
empowerment of rural India will add millions of new families to the economic mainstream.
This would provide the growth ballast that would sustain Hero Honda in the years to come.
As Brijmohan Lall Munjal, the Chairman, Hero Honda Motors succinctly points out, "We
pioneered India's motorcycle industry, and it's our responsibility now to take the industry to
the next level. We'll do all it takes to reach there.
REVIEW OF LITERATURE

1. Kerby (1975) developed a model on consumer behavior. After recognition of his

need, consumer evaluates the various available alternatives to satisfy his need. The
results of this stage are known as purposive actions

2. Duncan and Olshavsky (1982) conducted a survey and analyze the information
search behavior of the consumers by evaluating available alternatives of information
like advertisements in internet, television and in print media. It has observed that
influential information has collected through social networks like friends and family
by the consumers.

3. Chernev (2003) found that consumer decision making process is usually guided by
already formed preferences for a particular alternative. This means that consumers
are likely to make the choice between alternatives based on limited information
search activity and without detailed evaluation of the other alternatives. The
researcher found that many decision strategies used by consumers can change due
to person, context and task specific factor

4. Leslie Lazar and Schiffman (2004) explored that individual consumer behavior differs
a from consumer behavior as group. The family decision for a purchase decision is
entirely different from individual decision making. The research focused on family
life cycle and various needs of consumer during different life stages. The family
decision making process as a group decision making is elaborated and it is
recommended to segment the market according to family need hierarchy

5. Schiffman and Kanuk (2007) study on information sources related to consumer

searches regarding to their desired product or services. It has depicted in the
research findings that information search process can be categorized as internal and
external process. While internal search refers to the process where consumers rely
on their personal experiences and believe whereas external search involves wide
search of information which includes addressing the media and advertising or
feedbacks from other people.

6. According to Jha and Singh (1998) consumer behaviour is about all the social,
physical and physiological behaviour of potential customers as customers become
aware of evaluation, purchase and inform others about the goods and services.

7. Mooij Ed (2010) points out that the buyer behaviour or the consumer behaviour is
the process by which a customer decides what, whether, who, when and from whom
to purchase products and services
 8. Hoyer and Maclnnis (2008) argue that consumer behaviour reflects the consumer’s
ability to decide and act on the whole with respect to level of using something,
taking possession of and free use of services, experiences, products, ideas and
people by the level of decision making.

9. Bateman (2002) Consumer behaviour is defined as the study of individuals, groups or

organizations and the processes they use to select, safe, use and dispose of
products, services, experiences or ideas to satisfy needs and the effects that these
processes have on the consumer and society.

10. Hoyer and Maclnnis (2008) explain consumer behavior is the totality of decisions
made by the consumers with respect to consumption, acquisition and disposition of
time, services, goods, people, activities, ideas and experiences by (human) units of
decision-making.

RESEARCH GAP

The purpose of the study to “A study on post purchase behavior of consumer with
special reference to service of hero Honda ”Hence descriptive research gap is used
for this study. A survey was conducted through which an analysis was drowned.

STATEMENT OF PROBLEM

Post purchase Behaviour of customers is very important, because it will affect the
Company either positive or negative. The company should review the post purchase
behaviour of customers to make its strategies and services as profitable. “A study on post
purchase behavior of consumer with special reference to service of hero Honda ” assess the
behaviour of customers after they use the product. It will help to find out the areas where to
be improved by the Company.

OBJECTIVES OF THE STUDY

 To study the factor influencing the consumer to purchase product of two wheeler
bikes

 To identify post purchase behavior of consumer after purchasing two wheelers

 To analyse the customers response after purchase and reveiewing their remarks and
two wheeler bike

 To provide suggestion to hero Honda two wheeler bike for a company on any other
factor which is making the consumer to purchase product
HYPOTHESIS

Post purchased Consumer behavior has a significant impact on the purchasing decision of
motor bike.

RATIONAL HYPOTHESIS

The hypothesis to be tested forms the basis for the investigation of the topic “post
purchase behavior of consumer with special reference to service of hero honda.” In this
topic, there are two variables. Post purchase and Consumer behaviour. “Consumer behavior
” is the independent variable and “ post purchase decision” is the dependent variable. This
research seeks to identify the link between the two, and how much influence post purchase
has on the consumer’s decision to purchase

RESEARCH METHODOLOGY

A research methodology is the detailed blue print used to guide a research study
towards its objectives. It helps to collect, measure and analysis of data.
The present study seeks to find out the consumers attitude towards post purchased. The
study also aims at findings out the drawbacks of the marketing set up of Hero Honda. So this
makes the study a descriptive one

Type of Study

Descriptive Research:
Descriptive Research does not fit neatly into the definition of either
quantitative or qualitative research methodologies, but instead it can utilize
elements of both, often within the same study. The term descriptive research refers
to the type of research question, design and data analysis that will be applied to a
given topic. Descriptive statistic tells what is, while inferential statistics try to
determine cause and effect. Here, I’m using descriptive research to my project.

METHODS OF DATA COLLECTION

 Primary Data:
The primary data collected through questionnaires administered to a
sample of 100 consumers selected from twin cities i.e., Hyderabad and
Secunderabad the Questionnaire was pre-Designed and pre-tested before it
was administered.

 Secondary Data :
Secondary data was collected through various publications of
newspapers, magazines, books and magazines websites of Hero
Honda, and TVS bikes.
METHOD OF SAMPLING

Sample Design :
A total of 100 consumers were selected from the twin cities of Bangalore for
this study to analyze the consumers behaviour with reference to select motor bikes
i.e., Hero Honda, Yamaha, and TVS bike.

Sample size:-

For the purpose of proper survey, there is need of perfect research

instruments to find out sample size for more accurate result about buying behavior
of bike. The sample size is 100 respondents

Sample Extent

The sample extent is limited to Bangalore city.

DATA ANALYSIS PROPOSED

1. DATA PROCESSING
After collecting data, the researcher organized well-answered questionnaires;
data was edited and sorted to ensure completeness and accuracy of the data.

2. DATA ANALYSIS
The data collected was classified and analyzed using frequency tables and
percentages. Regression analysis model was used in establishing the relationship
between the variables

3. DATA PRESENTATION

Data was presented in tabular form, with frequencies and percentages.

Limitation of Study

 The study is based on the Consumer Preference towards the various types of
Twowheeler in BANGALORE only.

 The Research is mainly concentrated the attitude of consumers.

 The sample size was restricted to 50 and may not represent the whole customer
population
  The information given by the respondents may not accurate.

 Customers were very busy and couldn’t afford more time to answer.

Conclusion:

The study on Post purchase behaviour of customers of Hero Motor was mainly
intended to assess the attitude of customers of Hero Bikes after their purchase and
use. Through analyzing whether the customers are satisfied or not, the company can
take necessary strategies to sustain a steady or increased demand for the growth of
the Company and to compete in the present complex and un predictable market
situation.
From the analysis, it’s very clear that the customers still have hope in Hero
Motocorps even somebody records their depression. Customers are mere satisfied
only in the performance of the Hero Bikes and Hero’s service. Defects related with
some bike parts such as chain, self start system etc..., became a major problem to
customers and they seeks a variety of models also from Hero. Reputation and legacy
are the major demand generating factors rather than the advertisement and sales
promotion strategies of Hero Motocorp.