CHAPTER I

INTRODUCTION

1.1 ABOUT AUTOMOBILE

Automotive companies face a number of unique marketing challenges. Incentive
programs for Customers and Dealers, for example, are constantly evolving and costly to
execute. Generally taking the form of Financing, Leasing and Cash Back programs,
incentives are continuously offered, thus making it difficult to discern their ability to drive
new versus repeat purchases. The vehicle purchase cycle is also much longer than for most
products. This increases the importance of striking the right mix of short-term, product-
focused and long-term, brand-focused marketing investments. Other major challenges include
pricing, innovation and an intense competitive environment. The automotive industry is a
complex system.Automotive companies better understand the impact of marketing on all
levels of their business.

1.2 AUTOMOTIVE SALESAN STRATEGY

The automotive business is facing various challenges. Individualizations,
digitalization, globalization and improving rivalry are pressing the features of the
business.Moreover, improving safety requirements as well as voluntary ecological
commitments in the business of automotive have also one of the factors to the changes.
Size of the business is no longer a basis of success. Only those companies which find
ways to make value will get on in the years to come. Here is the short summary of
automotive industry at this moment, the challenges facing the business. Based on this
standpoint, some sales strategy for automotive industry that allowing them to transform for
the big competition.

1.3 ESSENTIAL SALES STRATEGY FOR AUTOMOTIVE INDUSTRY

Brand Management - this sales strategy for automotive industry helps business more
focused and capable to distinguish its items from the competition. Client Relationship
Management- CRM or customer relationship management aids a business become pay
attention on client needs and desires and responsive to modifications in customer behavior
aggregate patterns. Main Competency businesses grow their development in resilience.
Product Development management- controlling product development along with a
concentration on widening competencies in latest technologies will aid allow business to turn
out to be more variable through the optimization of mutual engineering. Improved resilience
can be obtained through standardized procedure and the prolonged usage of virtual
assessment. Decentralized as well as regionalized growth activities will aid to improve the
responsiveness to client’sdesires.
Expansion Management - expansion of management is an effective sale strategy to
automotive industry. This makes your business into latest geographies as well as cultures
need which are concentrated on the necessities in these novel markets and receptive to the
requirements and conditions of the changing market. Considering sale strategy for automotive
industry will aid you to reach the objectives of your business. This will also makes you stand
out against yourcompetitor.

1.4 STRATEGIES TO FUEL MORESALES

Consumers use multiple channels when shopping across industries and the auto
industry is no exception. Taking this one step further, consumers not only use multiple
channels but they expect to receive the same personalized experience across each of these
channels – a personalized, Omnichannelexperience. According to a 2016 study by Deloitte on
the Omnichannel car shoppingjourney, “ In the past 12 to 18 months alone, the percentage of
customers influenced by digital and mobile when making automotive purchases increased
from 40 percent to 55 percent. Automotive consumers rely on digital tools for researching
cars, spending up to 75 percent of their shopping time online.” However, digital channels are
not the only way consumers shop for cars. The dealership still plays a paramount role and the
in-person buying experience remains important in the car purchase decision. “In automotive
retail, offline will continue to be a core component of the customer journey for now. Test
drives for example are an important offline activity with 88 percent consumers looking to test
drive beforepurchasing.
To reach consumers across channels at every stage of the buying cycle, automotive
markets must include a multitude of strategies and tactics in the overall marketing mix. Here
is an overview of some of the top strategies to include to successfully market to today’s auto
shoppers.
 CHAPTER II

COMPANY PROFILE

2.1 ABOUT THE COMPANY

Hero MotoCorp Ltd., formerly Hero Honda, is an Indian motorcycle and scooter
manufacturer based in New Delhi, India. Hero Honda started in 1984 as a joint venture
between Hero Cycles of India and Honda of Japan.The company is the largest two wheeler
manufacturer in India. The 2006 Forbes 200 Most Respected companies list has Hero Honda
Motors ranked at #108.

Type Public company

Industry Automotive

Founded January 19, 1984

Founder(s) Dr.Brijmohan Lall Munjal

Headquarters New Delhi, India

Area served India, Sri Lanka

Products Motorcycles, Scooters, Three-Wheele

Revenue  31,480 Crore ( US $4.4 billion)

Net income 3,546 Crore (US$490 million)

(2017)

Parent Hero Group

No of Employees 5842

Website www.heromotocorp.com

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 On June 4, 2012,Hero MotoCorp approved a
proposal to merge the investment arm of its parent Hero Investment Pvt. Ltd. into the
automaker. The decision comes after 18 months of its split from Honda Motors.

2.2 TERMINATION OF HONDA JOINT VENTURE

By December 2010, the board of directors ofthe Hero Honda Group had decided to
terminate the joint venture between Hero Group of India and Honda of Japan in a phased
manner. The Hero Group would buy out the 26% stake of the Honda in JV Hero
Honda.Under the joint venture Hero Group could not export to international markets (except
Nepal, Bangladesh and Sri Lanka) and the termination would mean that Hero Group could
now export. From the beginning, the Hero Group rely on their Japanese partner Honda for the
technology in their bikes.

The Japanese auto maker will exit the joint venture through a series of off-market
transactions by giving the Munjal family—which held a 26% stake in the company—an
additional 26%. Honda, which also has an independent fully owned two-wheeler subsidiary
—Honda Motorcycle and Scooter India (HMSI)—will exit Hero Honda at a discount and get
over ₹6,400 crore for its stake. The discount will be between 30% and 50% to the current
value of Honda's stake as per the price of the stock after the market closed on 16 December
2010.

The rising differences between the two partners gradually emerged as an irritant.
Differences had been brewing for a few years before the split over a variety of issues, ranging
from Honda's reluctance to fully and freely share technology with Hero (despite a 10-year
technology tie-up that expires in 2014) as well as Indian partner's uneasiness over high
royalty payouts to the Japanese company. Another major irritant for Honda was the refusal of
Hero Honda (mainly managed by the Munjal family) to merge the company's spare parts
business with Honda's new fully owned subsidiary Honda Motorcycle and Scooter
India (HMSI).

As per the arrangement, it will be a two-leg deal. In the first part, the Munjal family,
led by Brijmohan Lal Munjal group, will form an overseas-incorporated special purpose
vehicle (SPV) to buy out Honda's entire stake, which will be backed by bridge loans. This
SPV would eventually be thrown open for private equity participation, and those in the fray
include Warburg,Pincus, Kohlberg,Kravis,Roberts (KKR), TPG, Bain Capital, and Carlyle
Group.

2.3 FORMATION OF HERO MOTOCORP

The name of the company was changed from Hero Honda Motors Limited to Hero
MotoCorp Limited on 29 July 2011. The new brand identity and logo of Hero MotoCorp
were developed by the British firm Wolff Olins. The logo was revealed on 9 August 2011 in
London, to coincide with the third test match between England and India.

Hero MotoCorp can now export to Latin America, Africa and West Asia. Hero is free
to use any vendor for its components instead of just Honda-approved vendors. On 21 April
2014, Hero MotoCorp announced their plan on a ₹254 crore (US$35 million) joint venture
with Bangladesh's Nitol Niloy Group in the next five years to set up manufacturing plant in
Bangladesh. The plant started production in 2017. Hero MotoCorp owns the 55% of the
manufacturing plant and rest 45% is owned by Niloy Motors(A subsidiary of Nitol-Niloy
Group) also hero updated its 100cc engine range in 2014 for 110cc bikes except hero dawn.

2.4 Hero Motocorp Plant Locations in India

Hero MotoCorp has manufacturing facilities located at five locations in India. The
five manufacturing plants of Hero MotoCorp have a combined production capacity of more
than 9 million vehicles annually.

 Satyavedu, Andhra Pradesh

 Dharuhera, Haryana
 Gurgaon, Haryana
 Neemrana, Rajasthan
 Haridwar, Uttarakhand

Hero MotoCorp has over 7,000 dealership and service centre units in 29 states and
four union territories of IndiaHero Motocorp Current Models
 Being the largest manufacturer of two-wheelers in India and the world, Hero
MotoCorp produces a diversified range of models and variants to cater to the needs and
demands of its customers.

Following are the current models and their starting prices:

2.5 MOTORCYCLES

 Karizma ZMR (Rs. 1,08,000)

 Xtreme Sports (Rs. 78,550)
 Xtreme 200R (Rs.89,900)
 Achiever 150cc (Rs. 67,150)
 Glamour Programmed Fi (Rs. 69,000)
 Glamour i3s (Rs. 62,100)
 Super Splendor (Rs. 59,400)
 Splendor iSmart 110 (Rs. 56,750)
 Splendor + i3s (Rs. 49,310)
 Passion Xpro(Rs. 57,100)
 Passion Pro (Rs. 54,145)
 Passion Pro 110 (Rs. 53,500)
 HF Deluxe i3s (Rs. 59,345)
 HF Deluxe Eco (Rs. 49,285)
 HF Dawn(Rs. 39,470)

2.6 SCOOTERS
 Maestro Edge (Rs.54,500)
 Pleasure (Rs.45,190)
 Duet (Rs.49,250)
 Destini 125 (Rs.56,950)

2.7 AS AN ORGANISATION

'Fill it – Shut it – Forget it

 This is the quote with which the RAGEM MOTORS branch running their business
successfully. The beginning of RAGEM MOTORS Company dates to January 1998 when
founder, Mr.Nallamuthu Soman at the age of 38 Ragem motors has made deep inroads in the
motorcycles market in the Ramanathapuram region of Tamilnadu with top breeds
motorcycles from the house of Hero. As a professionally managed company Ragem Motors is
committed to excellence in serving all over customers. Ragem Motors was awarded the Sub-
dealership of Hero Motocorp India Ltd., for Ramanathapuram.

In the year 2006 again Ragem Motors has been awarded the dealership of Hero
Motocorp India Ltd, for the Ramanathapuram and work progression in a high speed way to
establish the most modern state of art showroom is Happening in Ramanathapuram town.
Commercial opening of the units of this establishment is expected commencement before the
end of the month, 2007. The sales Team at Ragem motors is made up of dedicated showroom
and field professionals adept at guiding the customer through the entire sales process right
from assisting in the choice of model, color and featured to lending a helping hand in
arranging finance at competitive rates.

An authorized sales and service dealership, Ragem Motors in Ramanathapuram has

been in the business ever since the year 2006. In a short span of time, the place made a name
for itself as well as increased its patrons base tremendously. Ever since its inception, the
showroom has always ensured that it maintains a high standard when it comes to servicing its
guests. The establishment endeavors to achieve the highest level of customer satisfaction and
improving the buying experience for its customers. During its time in the business, the
company has constantly made evident effort to keep abreast with the needs of the customers
alongside the growing market. Understanding that options are galore, this showroom makes
the researching, buying and selling as well as post sales engagements easy and
uncomplicated.

2.8 SERVICES OFFERED BY RAGEM MOTORS

Ragem Motors at Ramanathapuram meets all the requirements that one can possibly
have in terms of two-wheeler vehicles. Apart from ensuring the sales of these vehicles, the
outlet also offers post sale services. The sales staff employed here pays keen attention to the
requirements of the potential buyers and makes appropriate suggestions by explaining the
features, specifications and pricing of the vehicles. Those looking to change or replace parts
of their cars can approach the center as they also deal with various authentic motorcycle
accessories. It undertakes repairs and services for a majority of the motorcycle models.

2.9 RAGEM MOTORS VENTURES

These are the following fields where the Ragem Group has ventured its business,

1. Ragem Finance
2. Ragem Cars
3. Ragem Autos
4. Ragem Spares

These above ventures are efficiently managed by Mr.Nallamuthu Soman Who is

the managing director of all the above companies.

CHAPTER 3

REASEARCH METHODOLOGY

3.1 RESEARCH METHODOLGY

This chapter consists of Significance of the study, Research design, Objectives of the
study, Scope of the study, Limitations of the study, Sampling Design, , Tools for data
collection.

3.2 SIGNIFICANCE OF THESTUDY

The Sales Strategies used by Automobiles are unpredictable. Now a days the demand
for Automobile sectors keep increasing as it has become the source to show off one’s life
style and Pride. This project is mainly aimed at finding out the sales strategies used by
Ragem motors, a dealership show room which is located on the fore front of
Ramanathapuram by pass. The project also concentrates on various strategies and opinion of
the employees working in the organization. This project is done by taking a survey using a
questionnaire, interpreting and analyzing the data given by the employees in the
Organization. The significant aspect of the study is to completely analyze the Employee
Retention policies that are followed in theOrganization.

3.3 RESEARCHDESIGN

Descriptive research is the type of research that’s been used in this project. It involves
surveys and fact finding questionnaires. The descriptive study describes the level where the
brand Hero stands in the minds of people and how far the strategies used by the Ragem Hero
organization helps realize peoples‟ demand and satisfythem.

For secondary research SPSS software is used, this method makes it possible to test the
validity of research and reveal the significance of obtained coefficients. The researcher wants
to study the various aspects of Strategies practiced by the sales executives. More importantly
the researcher concentrates on the pick up of the sales after the demise of the former president
and Managingdirector of Hero, which took place a year ago. There have been rumors that this
particular showroom is going to be shut down after the great loss. The researcher wanted to
identity the impact created by the former president and how far it affected the future sales.

3.4 OBJECTIVES OF THESTUDY

 To know about the Socio demographic profile of theCustomers.

 To study the Existing Sales strategies of Ragem motors

 To study the competitors dominance in variousaspects

 To ascertain the various techniques of the organization and itsusefulness.

 To study and provide suggestions on strategies for furthergrowth

3.5 SCOPE OF THESTUDY

 The scope of the study is to find out the Demographic Characteristics, strategies and
the preference strategies used in the organization. There are several problem faced by the
organization and the sales techniques they follow does not really work out in the present
scenario

The major scope of the problem is that how well can we understand the mind of the
customers in choosing a motorcycle. What motivates and de- motivates the customers , their
expectation to what extend has been fulfilled. Additionally finding out provided what are the
ways will help the organization and the customers to meet their demand.

3.6 LIMITATIONS OF THESTUDY

1. Since the research is done throughout Ragem motor dealership motors comprising of all
its branches were difficult to analyze the various strategies used.
2. The research study was conducted within a limited duration of time, so a detailed and
comprehensive study could not bemade.
3. Some respondents hesitated to give the actualsituation.
4. As the number of questions is more the respondents were not ready to spend much of
their time to answer the questions and some of the respondents were not clear with
theanswers.
5. Some respondents were not willing to fill up the questionnaires and were hesitating to
give their personaldetails.
6. Since we made questionnaires for the ramanathapuram region alone, the people belong to
other region could not answer and there was a very hugegap.
7. Everyone in the organization were talking and worrying about the demise of former
president and concerning deeply of a responsible leader upon which was very difficult
todigest
.
3.7 SAMPLING SIZE

The researcher has collected the samples with a sampling size of 112 customers.

3.8 SAMPLING DESIGN

The researcher has used Convenience sampling in this research. Convenience

sampling is an example of Non Probability sampling.
3.9 AREA OF STUDY
The study is conducted in the Ragem motors dealership outlet,Ramanathapuram.

3.10 TOOLS FOR DATACOLLECTION

1. The primary data was collected through structured questionnaires.

2. The secondary data was interpreted with the help of SPSS software.

CHAPTER – IV

DATA ANALYSIS AND INTERPRETATION

TABLE 4.1

CLASSIFICATION OF RESPONDENTS BASED ON GENDER

 Gender

Cumulative
Frequency Percent Valid Percent Percent

Valid male 15 30.0 30.0 30.0

female 35 70.0 70.0 100.0

Total 50 100.0 100.0

CHART 4.1

INTERPRETATION

From the above table 4.1, it is inferred that 30% of the respondents are male,70% of
the respondents are female. Therefore, majority of the respondents are female.

TABLE4.2

CLASSIFICATION OF RESPONDENTS BASED ON AGE

 Age
Cumulative
Frequency Percent Valid Percent Percent

Valid below 20 3 6.0 6.0 6.0

20-30 25 50.0 50.0 56.0

30-40 18 36.0 36.0 92.0

above 40 4 8.0 8.0 100.0

Total 50 100.0 100.0

CHART 4.2
INTERPRETATION

From the above table 4.2, it is inferred that 6% of the respondents are below the age
of 20,50 % of the respondents are between 20-30 of age,36% of the respondents are between
20 – 40 age,8% of respondents are above 40,therefore the majority of the respondents are
between 20 – 30 of age.

TABLE 4.3

CLASSIFICATION OF RESPONDENTS BASED ON OCCUPATION

Occupation
Cumulative
Frequency Percent Valid Percent Percent

Valid self employed 9 18.0 18.0 18.0

Student 10 20.0 20.0 38.0

Government 12 24.0 24.0 62.0

private sector 19 38.0 38.0 100.0

Total 50 100.0 100.0

CHART 4.3
 INTERPRETA
TION

From the table 4.3 , it is inferred that 18%of respondents are self employed,20 % of
the respondents are students,24% of the respondents belongs to government,38% of the
respondents belongs to private sector,therefore the majority of the respondents belongs to
private sector.
TABLE 4.4

RESPONDENTS OPINION TOWARDS THE STATEMENT- “HAVING

MOTORCYCLE IS MORE IMPORTANT’”

Motorcycle

Cumulative
Frequency Percent Valid Percent Percent

Valid yes 43 86.0 86.0 86.0

No 7 14.0 14.0 100.0

Total 50 100.0 100.0

CHART 4.4

INTERPRETATION

From the above table 4.4,its inferred that 86% of the respondents said yes to the
statement,14% of the respondents said no to the statement, therefore majority of the statement
said yes to the statement.
TABLE 4.5

RESPONDENTS OPINION TOWARDS THE STATEMENT- “NO. OF BRANDS

KNOWN’’

Brand
Cumulative
Frequency Percent Valid Percent Percent

Valid Two 17 34.0 34.0 34.0

Three 13 26.0 26.0 60.0

Four 15 30.0 30.0 90.0

more than four 5 10.0 10.0 100.0

Total 50 100.0 100.0

CHART 4.5

INTERPRETATION

From the above table 4.5 it is inferred that 34% of the respondents know two brand
names, 26% of the respondents know three brand names, 30%of the respondents know 4
brand names and 10% of the respondents know more than 4,therefore majority of the
respondents know 2 brand names.
TABLE 4.6

RESPONDENTS OPINION TOWARDS THE STATEMENT-“FAVOURITE

BRANDS”

Favourite
Cumulative
Frequency Percent Valid Percent Percent

Valid hero motocorp 11 22.0 22.0 22.0

Honda 11 22.0 22.0 44.0

Yamaha 9 18.0 18.0 62.0

royal enfield 10 20.0 20.0 82.0

Other 9 18.0 18.0 100.0

Total 50 100.0 100.0

CHART 4.6

INTERPRETATION

From the above table 4.6 it is inferred that 22% of the respondent have chosen hero
motocorp as their favourite brand, 22% of the respondent have chosen Honda as their
favourite brand, 18% of the respondent have chosen Yamaha as their favourite brand and
20% of the respondent have chosen royal enfield as their favourite brand and 18% of the
other respondents have different favourite brands.
TABLE 4.7

RESPONDENTS OPINION TOWARDS THE STATEMENT “ THEIR BRAND

OWN”

Owing

Cumulative
Frequency Percent Valid Percent Percent

Valid hero motocorp 13 26.0 26.0 26.0

Honda 12 24.0 24.0 50.0

Yamaha 21 42.0 42.0 92.0

Other 4 8.0 8.0 100.0

Total 50 100.0 100.0

CHART 4.7

INTERPRETATION

From the above table 4.7, it is inferred that 26% of the respondents are owing hero
motocorp, 24% of the respondents are owing Honda, 42% of the respondents are owing
Yamaha and 8% of the respondents are owing other different brands,therefore the majority of
the respondents are owing Honda.
TABLE 4.8

RESPONDENTS OPINION TOWARDS THE STATEMENT- “ THE DEMAND”

Demand
Cumulative
Frequency Percent Valid Percent Percent

Valid hero motocorp 20 40.0 40.0 40.0

Honda 11 22.0 22.0 62.0

Yamaha 16 32.0 32.0 94.0

Other 3 6.0 6.0 100.0

Total 50 100.0 100.0

CHART 4.8

INTERPRETATION

From the above table 4.8 , it is inferred that 40% of the respondents agreed
Heromotocorp as more demand,22% of the respondents agreed Honda , 32% of the
respondents agreed Yamaha,6 % agreed other brands,therefore the majority of the
respondents agreed Hero motocorp as more demand.
TABLE 4.9

RESPONDENTS OPINION TOWARDS THE STATEMENT- “ THE BRAND WHILE

THEY WERE BUYING”

Buying

Cumulative
Frequency Percent Valid Percent Percent

Valid hero motocorp 6 12.0 12.0 12.0

Honda 25 50.0 50.0 62.0

Yamaha 11 22.0 22.0 84.0

Other 8 16.0 16.0 100.0

Total 50 100.0 100.0

CHART 4.9

INTERPRETATION

From the above table 4.9 , it is inferred that 12% of the respondents will prefer hero
motocorp while buying, 50% of the respondents will prefer Honda while buying, 22% of the
respondents will prefer Yamaha while buying and 16% of the respondents will prefer other
different brands while buying,therefore the majority of the respondemts prefer Honda while
buying.
TABLE 4.10

RESPONDENTS OPINION TOWARDS THE STATEMENT- “ THE TYPE OF

MOTORCYCLE WHILE BUYING”

Type

Cumulative
Frequency Percent Valid Percent Percent

Valid Standard 8 16.0 16.0 16.0

Cruiser 20 40.0 40.0 56.0

Scooter 18 36.0 36.0 92.0

Moped 4 8.0 8.0 100.0

Total 50 100.0 100.0

CHART 4.10

INTERPRETATION

From the above table 4.10 , it is inferred that 16% of the respondents prefer standard
type of motorcycle while buying, 40% of the respondents prefer cruiser while buying, 36% of
the respondents prefer while buying and 8% of the respondents prefer moped while buying ,
therefore the majority of the respondents prefer cruiser.
TABLE 4.11

RESPONDENTS OPINION TOWARDS THE STATEMENT“THE FUEL TYPE

THEY PREFER”

Fuel
Cumulative
Frequency Percent Valid Percent Percent

Valid petrol 41 82.0 82.0 82.0

electrical 9 18.0 18.0 100.0

Total 50 100.0 100.0

CHART 4.11

INTERPRETATION

From the above table 4.11 ,its inferred that 82% of the respondents prefer petrol,18%
of the respondents prefer Electric,Therefore the majority of the respondents prefer
TABLE 4.12

RESPONDENTS OPINION TOWARDS THE STATEMENT

“TRANSMISSION PREFERENCE OF THE RESPONDENTS”

Transmission
Cumulative
Frequency Percent Valid Percent Percent

Valid automatic 33 66.0 66.0 66.0

manual 17 34.0 34.0 100.0

Total 50 100.0 100.0

CHART 4.12

INTERPRETATION
 From the above table 4.12 , 66% of the respondents prefer Automatic transmission, 34
% of the respondents prefer manual transmission, therefore the majority of the respondents
prefer automatic transmission.

TABLE 4.13

RESPONDENTS OPINION TOWARDS THE STATEMENT“THE BUDGET WHILE

BUYING”

Budget
Cumulative
Frequency Percent Valid Percent Percent

Valid below 60000 5 10.0 10.0 10.0

60000 – 70000 10 20.0 20.0 30.0

70000 – 80000 14 28.0 28.0 58.0

80000 – 90000 13 26.0 26.0 84.0

above 1 lakhs 8 16.0 16.0 100.0

Total 50 100.0 100.0

CHART 4.13

INTERPRETATION
 From the above table 4.13, It is inferred that 10% of the respondents prefer budget
below 60000, 20% of the respondents prefer budget between 60000 – 70000, 28%of the
respondents prefer between 70000 – 80000 , 26% of the respondents prefer budget between
80000 – 90000,16 % of the respondents prefer above 1 lakh, therefore the majority of the
respondents prefer budget between 70000 – 80000.
TABLE 4.14

RESPONDENTS OPINION TOWARDS THE STATEMENT“THE MOTORCYCLE

THEY PREFER IN HERO MOTOCORP”

Prefer
Cumulative
Frequency Percent Valid Percent Percent

Valid splendor + 16 32.0 32.0 32.0

Glamour 4 8.0 8.0 40.0

xtreme 200r 9 18.0 18.0 58.0

maestro edge 8 16.0 16.0 74.0

Pleasure 3 6.0 6.0 80.0

destini 125 10 20.0 20.0 100.0

Total 50 100.0 100.0

CHART 4.14

INTERPRETATION

From the above table 4.1, it is inferred that 32% of the respondents prefer splendor +,
8 % of the respondents prefer glamour,18% of respondents prefer xtreme 200R, 16% of the
respondents prefer Maestro Edge,6 % of the respondents prefer pleasure,20 % of the
respondents prefer Destini 125, Therefore the majority of the respondents prefer splendor +.
TABLE 4.15

RESPONDENTS OPINION TOWARDS THE STATEMENT“SOURCES OF

FINANCE WHILE BUYING”

Finance

Cumulative
Frequency Percent Valid Percent Percent

Valid Cash 15 30.0 30.0 30.0

finance opted by 21 42.0 42.0 72.0

showroom

Bankloan 14 28.0 28.0 100.0

Total 50 100.0 100.0

CHART 4.15

INTERPRETATION

From the above table 4.15 , Its is inferred that 30% of the respondents prefer Cash as
source of finance,42% of the respondents prefer finance opted by the showroom,14% of the
respondents prefer bank loan as source of finance, therefore the majority of the respondents
prefer Finance opted by showroom.
TABLE 4.16

RESPONDENTS OPINION TOWARDS THE STATEMENT “CONCERN WHILE

BUYING HERO MOTORCYCLE”

Concern

Cumulative
Frequency Percent Valid Percent Percent

Valid Price 8 16.0 16.0 16.0

Mileage 19 38.0 38.0 54.0

build quality 13 26.0 26.0 80.0

service after sales 10 20.0 20.0 100.0

Total 50 100.0 100.0

CHART 4.16

INTERPRETATION

From the above table 4.16 , It is inferred that 16% of the respondents would take
concern in price,38% of the respondents would take concern in mileage,26% of the
respondents would take concern in build quality,20% of the respondents would take concern
in service after sales while buying.therefore majority of the respondents would take concern
in mileage while buying.
TABLE 4.17

RESPONDENTS OPINION TOWARDS THE STATEMENT “EXTERNAL

FACTORS WHICH INFLUENCE CUSTOMER WHILE BUYING”

External factors
Cumulative
Frequency Percent Valid Percent Percent

Valid family and friends 15 30.0 30.0 30.0

Social 19 38.0 38.0 68.0

business needs 16 32.0 32.0 100.0

Total 50 100.0 100.0

CHART 4.17

INTERPRETATION

From the above table 4.17 , It is inferred that 30% of the respondents will get
influenced by family and friends,38% of the respondents will get influenced by social
factors,32 % of the factors will get influenced because of business needs, therefor majority of
the respondents will get influenced by social factors.
TABLE 4.18

RESPONDENTS OPINION TOWARDS THE STATEMENT “PERFORMANCE

RATING OF HERO MOTORCYCLES”

performance
Cumulative
Frequency Percent Valid Percent Percent

Valid 8 - 10 15 30.0 30.0 30.0

6-8 20 40.0 40.0 70.0

4-6 10 20.0 20.0 90.0

below 4 5 10.0 10.0 100.0

Total 50 100.0 100.0

CHART 4.18

INTERPRETATION

From the Above Table 4.18 , It is inferred that 30% of the respondents rated the
performance of hero motorcycles between 8 -10,40% of the respondents rated between 6-8,
20% of the respondents rated between 4-6 ,10 % of the respondents rated below 4,Therefore
the majority of the respondents rated between 6-8
TABLE 4.19

RESPONDENTS OPINION TOWARDS THE STATEMENT “MILEAGE RATING

OF HERO MOTORCYCLES “

Mileage

Cumulative
Frequency Percent Valid Percent Percent

Valid 8 – 10 17 34.0 34.0 34.0

6-8 22 44.0 44.0 78.0

4-6 9 18.0 18.0 96.0

below 4 2 4.0 4.0 100.0

Total 50 100.0 100.0

CHART 4.19

INTERPRETATION

From the above table 4.19 , It is inferred that 34% of the respondents rated mileage of
hero motorcycles between 8-10,44% of the respondents rated between 6-8, 18% of the
respondents rated between 4-6, 4% of the respondents rated below 4, Therefore themajority
of the respondents have rated between 6 – 8 .
TABLE 4.20

RESPONDENTS OPINION TOWARDS THE STATEMENT “COMFORT RATING

OF HERO MOTORCYCLES”

Comfort
Cumulative
Frequency Percent Valid Percent Percent

Valid 8 - 10 16 32.0 32.0 32.0

6-8 20 40.0 40.0 72.0

4-6 12 24.0 24.0 96.0

below 4 2 4.0 4.0 100.0

Total 50 100.0 100.0

CHART 4.20

INTERPRETATION

From the above table 4.20 , It is inferred that 32% of the respondents rated comfort of
hero motorcycles between 8-10,40 % of the respondents rated between 6-8,24% of the
respondents rated between 4-6,4% of the respondents rated below,Therefore the majority the
respondents have rated comfort of hero motorcycles between 6-8.
TABLE 4.21

RESPONDENTS OPINION TOWARDS THE STATEMENT “FEAUTURES

PROVIDED BY HERO MOTORCYCLES”

Features
Cumulative
Frequency Percent Valid Percent Percent

Valid yes 16 32.0 32.0 32.0

no 23 46.0 46.0 78.0

maybe 11 22.0 22.0 100.0

Total 50 100.0 100.0

CHART 4.21
INTERPRETATION

From the above table 4.21 ,It is inferred that 32% of the respondents got satisfied with
feautures provided by hero motorcycles,46% of the respondents was not satisfied with the
feautures provided and 22% of respondents was neutral,Therefore the majority of the
respondents was not satisfied with the features provided by hero motocorp.

TABLE 4.22

Information
Cumulative
Frequency Percent Valid Percent Percent

Valid newspaper / magazine 13 26.0 26.0 26.0

webpages related to 22 44.0 44.0 70.0

automobile

social media ads 10 20.0 20.0 90.0

Others 5 10.0 10.0 100.0

Total 50 100.0 100.0

RESPONDENTS OPINION TOWARDS THE STATEMENT“GETTING

INFORMATION FROM DIFFERENT SOURCE”
CHART 4.22

INTERPRETATION

From the above table 4.22 , It is inferred that 26% of respondents get information
from Newspaper,44% of the respondents get information from Webpages,20% of the
respondents get information from social media ads,10% of the respondents get information
from other sources. Therefore the majority of the respondents get information from webpages
related to automobiles.

TABLE 4.23

RESPONDENTS OPINION TOWARDS THE STATEMENT“ADVERTISEMENT

PART OF HERO MOTOCORP”

Advertisement
Cumulative
Frequency Percent Valid Percent Percent

Valid 8 - 10 7 14.0 14.0 14.0

6-8 20 40.0 40.0 54.0

4-6 15 30.0 30.0 84.0

below 4 8 16.0 16.0 100.0

 Total 50 100.0 100.0

CHART 4.24

IN
TERPRETATION

From the above table 4.23 ,it is inferred that 14% of the respondents rated on
advertisement part of hero between 8-10, 40% of the respondents rated between 6-8 ,30% of
the respondents rated between 4 – 6, 16% of the respondents rated below 4, therefore
majority of the respondents rated between 6 – 8 .

TABLE 4.24

RESPONDENTS OPINION TOWARDS THE STATEMENT “ THE QUALITY OF

MOTORCYCLE IS IMPORTANT WHILE BUYING”

Quality
Cumulative
Frequency Percent Valid Percent Percent

Valid yes 34 68.0 68.0 68.0

no 11 22.0 22.0 90.0

 maybe 5 10.0 10.0 100.0

Total 50 100.0 100.0

CHART 4.24

INTERPRETATION

From the above table 4.24 , It is inferred that 68% of the respondents will buy a
quality motorcycle at any cost,22% of the respondents will not buy a quality motorcycle at
any cost,10% of the respondents are Neutral while buying a quality motorcycle at any cost,
Therefore the majority of the respondents will buy a quality motorcycle at any cost.

TABLE 4.25

RESPONDENTS OPINION TOWARDS THE STATEMENT“THE LOCATION OF

RAGEM MOTORS”

location
Cumulative
Frequency Percent Valid Percent Percent
Valid yes 29 58.0 58.0 58.0

no 13 26.0 26.0 84.0

maybe 8 16.0 16.0 100.0

Total 50 100.0 100.0

CHART 4.25

INTERPRETATION

From the above table 4.25, it is inferred that 58% of respondents are satisfied with the
location of Ragem motors, 26% was not satisfied with the location, 16% of the respondents
gave neutral response,therefore the majority of the respondents was satisfied with the
location.

TABLE 4.26

RESPONDENTS OPINION TOWARDS THE STATEMENT“THE SERVICE AFTER

SALES IN RAGEM MOTORS”

Service
Cumulative
Frequency Percent Valid Percent Percent

Valid Ok 31 62.0 62.0 62.0

not ok 14 28.0 28.0 90.0

can be improved 5 10.0 10.0 100.0

Total 50 100.0 100.0

CHART 4.26

INTERPRETATION
 From the above table 4.26, it is inferred that 62% of the respondent was satisfied with
the service after sales in Ragem motors,28% of the respondents was not satisfied with the
service after sales and 10% of the respondent gave neutral response ,therefore majority of the
respondents was satisfied with the service after sales in Ragem motors.
TABLE 4.27

RESPONDENTS OPINION TOWARDS THE STATEMENT “THE SHOWROOM

EXPERIENCE IN RAGEM MOTORS”

Experience
Cumulative
Frequency Percent Valid Percent Percent

Valid Satisfied 28 56.0 56.0 56.0

not satisfied 22 44.0 44.0 100.0

Total 50 100.0 100.0

CHART 4.27

INTERPRETATION

From the above table 4.27, it is inferred that 56% of the respondents was satisfied
with the showroom experience eand 44% of the respondents was not satisfied with the
showroom experience , therefore the majority of the respondents are satisfied with the
showroom experience.
TABLE 4.28

RESPONDENTS OPINION TOWARDS THE STATEMENT “HERO

MOTORCYCLES IS COST EFFECTIVE ?”

cost effective
Cumulative
Frequency Percent Valid Percent Percent

Valid yes 28 56.0 56.0 56.0

no 14 28.0 28.0 84.0

may be 8 16.0 16.0 100.0

Total 50 100.0 100.0

CHART 4.28

INTERPRETATION

From the above table 4.28, it is inferred that 56% of the respondents was satisfied
with the cost of hero motorcycles,28% of the respondents was not satisfied with the cost of
motorcycles,16% of the respondents gave neutral response.
TABLE 4.29

RESPONDENTS OPINION TOWARDS THE STATEMENT “THE

RECOMMENDATION REGARDING HERO MOTORCYCLES”

Recommend
Cumulative
Frequency Percent Valid Percent Percent

Valid yes 29 58.0 58.0 58.0

no 14 28.0 28.0 86.0

may be 7 14.0 14.0 100.0

Total 50 100.0 100.0

CHART 4.29

INTERPRETATION

From the above table 4.29, it is inferred that 58% of the respondents recommended
hero motorcycle, 28% of the respondents not recommended hero motorcycle and 14% of the
respondent gave neutral response. Therefore the majority of the respondents recommended
hero motorcycle.
 CHAPTER - V

FINDINGS, SUGGESTION AND CONCLUSION

5.1 FINDINGS

 70% of the respondents are female

 50% of the respondents are between the age 20-30
 38% of the respondents belongs to private sector
 86% of the respondents said owning a motocycle is important
 30% of the respondents know 4 brand of motorcycles
 22% of the respondents have chosen Hero as their favorite brand
 42% of the respondents are owing Yamaha
 40% of the respondents seems Hero Motocorp as more demanding
 50% of the respondents preferred Honda while buying
 40% of the respondents preferred cruiser type
 82% of the respondents preferred Petrol motorcycles
 66% of the respondents preferred automatic transmission
 28% of the respondents budget are between 70000 – 80000
 42% of the respondents opted finance provided by showroom
 32% of the respondents prefer splendor+ in Hero Motocorp
 38% of the respondents would take concern in mileage while choosing a motorcycle
 38% of the respondents would influence to buy a motorcycle out of social needs
 40% of the respondents rated that performance of Hero Motorcycles are between 6 – 8
 44% of the respondents rated that Mileage of Hero Motorcycles are between 6 – 8
 40 % of the respondents rated that comfort of Hero Motorcycles are between 6 – 8
 46% of the respondents was not satisfied with the features provided by Hero
 44% of the respondents are getting information from webpages which are realated to
Automobiles
 40% of the respondents rated that advertisement provided by Hero was between 6 – 8
 68% of the respondents are ready to buy quality motorcycle at any cost
 58% of the respondents are satisfied with the location of Ragem Motors
 62% of the respondents are satisfied with the Service after sales in Ragem motors
 56% of the respondents was satisfied with the showroom experience
 56% of the respondents agreed that Hero Motorcycles are Cost effective
 58% of the respondents will recommend their friends to buy Hero Motorcycles

5.2 SUGGESTION:

 Majority of the respondents were still unaware of different Products of Hero Motocorp
motorcycles,Therefore, the company should take initiative to create awareness about
these versions.
 Hero Motocorp should try to reduce prices. Furthermore, there are many other
competitors’ who are selling two wheelers at lower cost,this may decrease the sales of
Hero Motocorp.
 The most important medium for advertising is television. So, Hero Motocorp should go
for television advertisement rather going for any other media, Because television
advertisement influences more people.
 Hero motocorp should launch new innovative models, so that they can retain their
customers.
 It should also focus on exports and global markets

5.3 CONCLUSION:

Every day, millions of people take part in countless sales transactions across the
globe, creating a constant flow of assets which forms the backbone of the associated
economies. So it is important for a company to evaluate its sales strategy. In this study, the
sales strategy of Hero Motocorp is explained clearly.

From the results , it is observed that the two wheeler industries are competitive one
and the Hero Motocorp occupies the first position by occupying more than 50% of the market
share. The reasons for outstanding success being smooth running, good quality and Higher
resale value. The company will retain the No. 1 position for long period.
 The researcher has also given some suggestions for better sales. It includes: Reducing
the cost, Launching innovative models, Focusing on global markets, etc., It will be useful for
both Hero Motocorp and Ragem Motors.