Two Wheeler Customer’s Purchasing Pattern

The research on A STUDY ON TWO WHEELER CUSTOMER’S PURCHASING PATTERN IN RELIANCE HERO MOTOR PRIVATE LIMITED has been given to me as part of the curriculum in Two-Years Masters Degree in Business Administration.

I have tried my best to present this information as clearly as possible using basic terms that I hope will be comprehended by the widest spectrum of researchers, analysts and students for further studies. I have completed this study under the able guidance and supervision of Mr.DR.MUTHU; I will be failed in my duty if I do not acknowledge the esteemed scholarly guidance, assistance and knowledge. I have received from them towards fruitful and timely completion of this work.

Mere acknowledgement may not redeem the debt I owe to my parents for their direct/indirect support during the entire course of this project.

“GUIDANCE IS THE BEST IN THE WAY PROGRESS”.

I also thankful to my friend who helped me a lot in the completion of this project.
ABSTRACT

The marketing concept is consumer oriented and the emphasis is more on the consumer rather than on the product. The essence of modern marketing lies in building of profit along with creating meaningful value satisfaction for the costumers, whose needs and desires have to be coordinated with the set of products and production programs. Therefore, marketing success an enterprise depends as its ability to create a community of satisfied consumers.

All the business activities should be carried out in ways which are directed towards the satisfaction of the consumer needs. Consumer Behaviour 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 Behaviour of consumer.

1. Cultural factors
2. Social factors
3. Personal factors
4. Psychological factors
So a study had been conducted on TWO WHEELER CUSTOMER’S PURCHASING PATTERN in the twin cities i.e. Chennai city with a sample of 100 consumers by selecting two wheeler motor bikes i.e. Hero Honda bikes and data had been collected through structured questionnaire.

Marketing starts with the consumers and ends with the consumer. Satisfaction of the consumers becomes the most important goal of a business enterprise. The effort to ensure consumer satisfaction lies in understanding the consumer, his likes dislikes, his expectations and motivation.

An analysis of the consumer’s Behavior in terms of consumer consumption patterns, consumer preferences, consumer motivation, consumer buying process and shopping Behavior is very much helpful to formulate a firm’s marketing strategy.

All the business activities should be carried out in ways which are directed towards the satisfaction of the consumer needs. A consumer decision to purchase a particular brand of motor cycle consumers result to complex interplay of a consumer variables the starting point for the company provides the decision process marketing stimuli in shape of brand, promotion, price and distribution strategy. The potential consumer along with other stimuli already exciting receives the marketing stimuli in the environment.

LIST OF TABLES

What motivates you to buy the hero bikes?
How you purchase bike?
Whom do you refer to purchasing bike?
How do you rate the quality of Hero Bike?
Which company bikes customer would like to purchase?
Do you get full value of money for the bike you purchased? Why do you purchase a bike?
What is your shopping preference for Hero bike purchase? Who is decision maker for purchasing in your family?
Which one you will preferred to buy (Brake)?
How do you rate our service?
Kindly give your dealer?
Are you satisfied with the performance of their HONDA bike? What are the factor affecting your purchase decision?
How are the piece of our bike and service?

LIST OF CHARTS

What motivates you to buy the hero bikes?
How you purchase bike?
Whom do you refer to purchasing bike?
How do you rate the quality of Hero Bike?
Which company bikes customer would like to purchase?
Do you get full value of money for the bike you purchased? Why do you purchase a bike?
What is your shopping preference for Hero bike purchase? Who is decision maker for purchasing in your family?
Which one you will preferred to buy (Brake)?
How do you rate our service?
Kindly give your dealer?
Are you satisfied with the performance of their HONDA bike? What are the factor affecting your purchase decision?
How are the pice of our bike and service

INTRODUCTION

Consumer behaviour refers to the mental and emotional process and the observable behaviour of consumers during searching, purchasing and post consumption of a product or service.

Consumer behaviour involves study of how people buy, what they buy, when they buy and why they buy. It blends the elements from psychology, sociology, sociopsychology, anthropology and economics. It also tries to assess the influence on the consumer from groups such as family, friends, reference groups and society in general. Buyer behaviour has two aspects: the final purchase activity visible to any observer and the detailed or short decision process that may involve the interplay of a number of complex variables not visible to anyone.

MAJOR FACTORS INFLUENCING BUYING BEHAVIOUR:

Consumer behaviour 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 behaviour

There are four major factors which influences on the buying Behaviour of consumer. 1. Cultural factors
2. Social factors
3. Personal factors
4. Psychological factors

1. Cultural factors:

Consumer behaviour cultural can be defined as the some total of learned Belief, values and customs that serve to guide and direct the consumer behaviour 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 Behaviour, the growing child acquires a set of values, perceptions, preferences and Behaviour, through his family and key institutions.

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

3.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.

4.PSYCHOLOGICAL FACTORS :

‘Abraham Mallows’ needs can be ranked in order of importance from the low biological needs to the higher levels of psychological needs. MASLOW’S hierarchy of human needs make us understand consumer motivation. It is useful for the marketer who can identify what generic level need this brand is capable fulfilling and accordingly position his brand up with relevant marketing inputs. Brands such as food and clothes are bought to fulfil psychological needs

INDUSTRY PROFILE:

Historical Industry Development

India is the second largest manufacturer and producer of two-wheelers in the world. It stands next only to Japan and China in terms of the number of two-wheelers produced and the domestic sales respectively.

This distinction was achieved due to variety of reasons like restrictive policy followed by the Government of India towards the passenger car industry, rising demand for personal transport, inefficiency in the public transportation system etc.

The Indian two-wheeler industry made a small beginning in the early 50s when Automobile Products of India (API) started manufacturing scooters in the country. Until 1958, API and Enfield were the sole producers. In 1948, Bajaj Auto began trading in imported Vespa scooters and three-wheelers. Finally, in 1960, it set up a shop to manufacture them in technical collaboration with Piaggio of Italy. The agreement expired in 1971.

In the initial stages, the scooter segment was dominated by API; it was later overtaken by Bajaj Auto. Although various government and private enterprises entered the fray for scooters, the only new player that has lasted till today is LML.

Under the regulated regime, foreign companies were not allowed to operate in India. It was a complete seller market with the waiting period for getting a scooter from Bajaj Auto being as high as 12 years. The motorcycles segment was no different, with only three manufacturers viz Enfield, Ideal Jawa and Escorts.

While Enfield bullet was a four-stroke bike, Jawa and the Rajdoot were two-stroke bikes. The motorcycle segment was initially dominated by Enfield 350cc bikes and Escorts 175cc bike. The two-wheeler market was opened to foreign competition in the mid-80s.

And the then market leaders – Escorts and Enfield – were caught unaware by the onslaught of the 100cc bikes of the four Indo-Japanese joint ventures. With the availability of fuel efficient low power bikes, demand swelled, resulting in Hero Honda – then the only producer of four stroke bikes (100cc category), gaining a top slot.

The first Japanese motorcycles were introduced in the early eighties. TVS Suzuki and Hero Honda brought in the first two-stroke and four-stroke engine motorcycles respectively. These two players initially started with assembly of CKD kits, and later on progressed to indigenous manufacturing.

In the 90s the major growth for motorcycle segment was brought in by Japanese motorcycles, which grew at a rate of nearly 25% CAGR in the last five years. The industry had a smooth ride in the 50s, 60s and 70s when the Government prohibited new entries and strictly controlled capacity expansion. The industry saw a sudden growth in the 80s.

The industry witnessed a steady growth of 14% leading to a peak volume of 1.9mn vehicles in 1990. The entry of Kinetic Honda in mid-eighties with a vireo metric scooter helped in providing ease of use to the scooter owners.

This helped in inducing youngsters and working women, towards buying scooters, who were earlier, inclined towards moped purchases. In the 90s, this trend was reversed with the introduction of scooterettes. In line with this, the scooter segment has consistently lost its part of the market share in the two wheeler market.

The Legend of Hero Honda:

What started out as a Joint Venture between Hero Group, the world’s largest bicycle manufacturers and the Honda Motor Company of Japan, has today become the World’s single largest two wheeler Company. Coming into existence on January 19,1984. Hero Honda Motors Limited gave India nothing less than a revolution on two-wheels made even more famous by the ‘fill it – shut it – forget it’ campaign. Driven by the trust of over 5 million customers, the HERO product range today commands a market share of 48% making it a giant in the industry. Add to that technological excellence, an expansive dealer network, and reliable after sales service, and you have one of the most customer-friendly companies.

This is proved by the company’s sales over the years:

1985 to 1986 43,000 units
1989 to 1990 96,200 units
1998 to 1999 5,30,600 units
1999 to 2000 7, 61,210 units
2000 to 2001 10,29,555 units
2001 to 2002 14,25,195 units
2002 to 2003 16,77,537 units
2003 to 2004 1.9 million units
2004 to 2005 2.3 million units
2005 to 2006 2.5 million units
2006 to 2007 2.8 million units
2007 to 2008 3.1 million units
2008 to 2009 3.4 million units
2009 to 2010 3.6 million units
2010 to 2011 3.9 million units

Key Policies of Hero motors

Environment Policy:

Integrate environmental attributes and cleaner production in all business processes and practices with specific consideration to substitution of hazardous chemicals, where viable and strengthen the greening of supply chain. Continue product innovations to improve environmental compatibility. Comply with all applicable environmental legislation and also controlling our Environmental discharges through the principles of “alara” (as low as reasonably Achievable). Institutionalize resource conservation, in particular, in the areas of oil, water, electrical energy, paints and chemicals

Quality Policy:

Innovation in products processes and services.
Continuous improvement in total quality management systems. Teamwork and responsibility

Safety Policy:

Integrating safety and health matters in all activities. Ensuring compliance with all applicable legislative requirements. Empowering employees to ensure safety in their respective work places. Promoting safety and health awareness amongst employees, suppliers and contractors. Continuous improvements in safety performance through precautions besides participation and training of employees.

Products:

Pleasure – Scooter with 102 cc air-cooled four-stroke engine. Karizma – Motorbike with 223 cc four-stroke air-cooled engine. Super Splendor – Motorcycle with 125 cc four-stroke air cooled engine Splendor + – Motorbike with 97 cc four stroke air cooled engine. Glamour – Motorbike with 125 cc (9 bhp) “quantum core” engine Passion + – Motorbike with 97 cc four stroke air-cooled engine. CD Deluxe – Motorbike with 97 cc four-stroke air cooled engine. CD 100 SS – Motorbike with 97 cc four-stroke air-cooled engine. CD Dawn – Motorcycle with 97 cc four-stroke air-cooled engine. Achiever – Motorcycle with 149 cc four-stroke air-cooled engine. CBZ Xtreme – Motorcycle with 150 cc four-stroke air-cooled engine.

DEALER PROFILE

RELIANCE HERO MOTOR COMPANY PRIVATE LIMITED.

RELIANCE MOTOR COMPANY was established in 1941. RELIANCE MOTOR COMPANY were the authorized dealers of HERO MOTORS

BOARD OF DIRECTORS:
The first director of the company are:

M.Ct.M.CHIDAMBARAM CHETTIAR
S.T.Rm.CHIDAMBARAM CHETTIAR

OBJECTIVES:

 To carry on the business of dealers in importers, exporters, assemblers, factors , builders. To draw make accept , endorse , issue and negotiate other instrument of every description To issue debenture stock

To deal in engineering , electrical and all kinds of machinery and machine tools and domestic machinery and appliances To acquire the whole or part of the property or business of any person firm or company possessed of property suitable. Generally to purchase taken on lease for the purpose of exchange or otherwise and to take or give in exchange To distribute among the members in specie or otherwise any property of the company

Our Distinction:

One of the largest authorized dealers for HERO MOTORS . Record sales in the first year of operation.

Partners in Progress:

We are the preferred partners of HERO MOTORS automotives, chiefly due to our successful sales record and quality. Our facilities have remained unsurpassed, as we strive everyday to better our self.

Commanding Presence:

RELIANCE MOTOR COMPANY as a centralized air conditioned showroom of HERO MOTOR automotives its kind in CHENNAI , spread gracefully and decorated elegantly over an impressive 9600 sq.ft at CHENNAI, Being equipped with affable front office staff and adept professional technicians, Provide a perfect of quality Service and Reliability.

Space Friendly:

The interiors are aimed at making you feel completely at ease, In luxury. Because for us the customer is king, one who deserves a regal offering. The setting is apt for times when you need to switch into a relaxed state of mind.

Technology To Stay Ahead:

We are equipped with the latest technological advancement in the industry, in order to give the best of services when it matters. Not just to be part of, But to build the future, is our motto.

Service With Commitment:

Our dedicated team of mechanical specialties offers expert treatment for your vehicle. We ensure consistency in performance each time, without fail.

Attention To Details:

We provide genius spare parts and accessories to ensure exceptional performance. Every single aspect related to your vehicle is taken care of at our premises.

Dealing Made Convenient:
It is a part of our commitment policy to give advantage to the customer at every juncture. We offer assistance of every kind at our premises itself, which makes it a one stop facility.

Expert Guidance At Every Step:

Our sales team give utmost priority to your satisfaction. When you need help to make the right choice, it is ensured that the result is beyond your expectations. Thus making it a point that you get the best in both luxury and comfort always.

Promotional Activities:

The promotional activities adopted by RELIANCE MOTOR COMPANY are

1. Test Driving
2. Free Driving
3. Hoarding
4. Discounts
5. Advertisement in Newspaper and magazines
6. Gift Schemes
7. Free Services
8. Mileage Contents

Service Offered:

Free checkups campaigns
Finance through bank
Demonstration for new products
Acceptance of warranty claims

Working Time In RELIANCE MOTOR COMPANY: Working hours in reliance motor private limited are 12 hours per day starting from 9:30 am to 9:30pm with one hour break for lunch and 15 minutes for evening tea and coffee.

OBJECTIVES OF THE STUDY

Primary objective

•To study on purchasing behavior pattern in two wheeler motors

Secondary Objective
•To study the Behavioral factors of consumers in motor bikes.

• To analyze the impact of Behavioral factors of consumers on choosing particular brand of motor bike.

•To suggest various factors to improve sales.

•To study the consumers’ opinion of their motor bikes regarding its Features like appearance, mileage ,price etc.,

•To know the consumer preferences and choices.

•To know the potential of the market and expand into new markets and business

NEED FOR THE STUDY

Respondent’s Profile

Number of members in family
Monthly Household Income

General Information

Various consumer owned by respondent.
No. of MOTOR bikes owned (Nominal Scale & multi-choice) From where they get information about motor bikes(multioptional) How much respondents are satisfied by product (multioptional)

SCOPE OF THE STUDY
This Report will help to understand the consumer Behaviour towards purchasing a new Two wheeler’s. It also opens the various factor which can affect the Purchase decision. This Report provides a frame of mind of people, what are the exceptions of consumer and up to how much level these expectation met. This Report will be helpful for Retailers and Companies so that they can understand the consumer Behaviour and can satisfy the consumer on more better manner. To know whether they recommend to other or not

LIMITATIONS OF THE STUDY:

Taking the market conditions into consideration the survey, which includes a sample of 100, was a respective one.

Due to the limitation of span of time and limited resources survey was conducted for a period of 4 weeks.

The geographic region covered for the survey was limited to the boundaries of the Chennai city.

Since the survey was conducted at the residential localities and the person who owns hero Vehicle.

Improper response from customers and buyers, but it was minimal

REVIEW LITERATURE:

As I would find any Project Report on the topic TWO WHEELER CUSTOMER’S PURCHASING PATTERN . So, I consult Indian Journal of Marketing of last year for latest information.

Topics of various author are as follows :-

“Consumer Behaviour & Marketing” by Swasti Soni

“Brand preference of Talcum Powder” by Dr. G.S. Ganesan

“Buyer Behaviour of Home Appliances” by
Dr. G. SudarsanaReddy & Mr. Rajarashmi

“Knowing the Customer” by Dr. Deepak Raj Gupta.

“CONSUMERS BEHAVIOUR TOWARDS TWO-WHEELER MOTOR BIKES” may 2010

“CONSUMER BEHAVIOUR TOWARDS SHAMPOO MARKET” JUNE 2011

“CUSTOMER BUYING BEHAVIOUR & CUSTOMER SATISFACTION TOWARDS MAHINDRA XYLO” DEC 2009

“CONSUMER PURCHASING BEHAVIOUR AND BRAND PROMOTION” MAY 2008

RESEARCH METHODOLOGY:

RESEARCH METHOD

Two broad research methodologies can be used to answer any research question. They are – Experimental research or Non experimental research. In experimental research there is control over the extraneous variable and manipulation of at least one variable investigator. In Non experimental research, there is no intervention beyond that needed for the purpose of measurement. The study uses Non experimental research method.

RESEARCH DESIGN:

A research design is a statement or specification of the methods and procedures used for acquiring the information needed for the solution of some specific problems. It provides a scientific frame work for conducting a research. Although research design may be classified by many criteria, the most useful one concerns the major purpose of the investigation. On the basis, research design can be classified into three classes – Exploratory, Descriptive and Casual. If no formal design or structural questionnaires are used, exploratory design is used. If a person is conversant with the problem environment, or is conducting the research for some specific purpose using structural questionnaire to gather information, the research design is descriptive. Casual research design is used to establish cause and effect relationship. For descriptive studies and also casual studies, data analysis and project output are critical aspects of research planning. This study uses descriptive design.