Certificate of originality

To whom it may concern

I have the pleasure in certifying that Mr. Shankar Jyoti Sadhanidar 5th Semester (Roll no. 181/09), G.U. Regd. No. 32917 Of 2009-2010 student of the three year full time Bachelor of Business Administration (Recognized by Gauhati university) of Gauhati University has prepared his project report entitled “An exploratory study on customers buying behavior towards motor bikes in Guwahati city”.

Mr. Shankar Jyoti Sadhanidar has fulfilled all the requirements of BBA curriculum of Gauhati University and this is the result of his own investigation and sincere effort.

I wish him all the success in life.

Date: - MEGHALI MEDHI

(Summer Project Guide)

Commerce and Business Administration Deptt.

L.C.B COLLEGE

I hereby declare that this summer project is submitted for the partial fulfillment of the requirement of BBA Degree at L.C.B College under Gauhati university conceptualized by me that is not given to any other institution or is published anywhere before.

Submitted By:-

Shankar Jyoti Sadhanidar

Roll No-181/09

DECLARATION

As a part of our BBA 5th Semester syllabus, Gauhati University, we students are required to prepare a project report. I hereby tab the opportunity to highlight customers buying behavior motor bikes preference in Guwahati city.

I have made an attempt to find out the prospect of the company in (place) through my project title “An exploratory study on customers buying behavior motor bikes preference in Guwahati city.

Preface

TABLE OF CONTENTS:

CONTENTSPAGE NO

Acknowledgement 2

Table of contents 3

List of tables & figures 4

1. Executive summary 5

1.1 Objectives 6 1.2 Results 6 1.3 Conclusions 6 1.4 Recommendations 7 2. Body 7

2.1 Introduction 7 2.11 Background of study 7 2.12 Statement of the problem 13 2.13 Objectives 13 2.14 Hypothesis 14 2.2 Methodology 15 2.3 Results 19 2.4 Analysis 29 2.5 Limitations 31 2.6 Conclusions 31 2.7 Suggestions & Recommendations 323. Appendix 34

3.1 Data collection forms 34 3.2 Detailed calculations 37 3.3 General tables 39 3.4 Bibliography 46

LIST OF TABLES:

FIGURE NO

CONTENTS PAGE NO

1 Age group 212 Income group 213 Attributes influence 224 Consumers preference 235 Consumer behavior 246 Power /pick-up 247 Price 258 Pre & After sales 269 Technical sophistication 2710 Ownership 2711 Purpose of purchase 2812 Meet expectation 2913 Advertisement 2914 Location of showroom 3015 Ranking of motorbikes 3016 Hypothesis 1 4017 Hypothesis 2 41

LIST OF FIGURES:

FIGURE NO

CONTENTS PAGE NO

1 Automobile production in India 11

2 Age group 42

3 Income group 42

4 Attributes 43

5 Aesthetics 43

6 Fuel mileage 44

7 Bike’s price 44

8 Pre & After sales service 45

9 Technical sophistication 45

10 Ownership 46

11 Meet expectation 46

12 Media 47

13 Showroom location 47

14 Preference towards bikes 48

1. EXECUTIVE SUMMARY

With per capita income in the country growing at a fair clip, growth prospects

of the Indian auto industry appear to be quite encouraging. The population is

moving towards the middle class or lower middle class this is resulting in the higher

disposable income.

The report has been drawn up with the objective of identifying and analyzing

the key factors and attributes, which influence consumers while deciding to

purchase a motorbike. The category of motorbike chosen for the purpose of this

study is fuel-efficient; four stroke motorbikes in the range of 95 to 115 cubic-

capacity engines.

The study starts with a brief insight into the evolution of the Indian

automobile industry, the two wheeler industry, motorbike industry and the present

structure. As mentioned earlier the study is on Consumers preference towards the

purchasing of motorbikes, which includes the attributes that influence the

consumers the most and the motorbikes that they prefer the most.

The methodology adopted for this study was conducted by interviewing 100

respondents through a questionnaire. The respondents were asked a series of

questions through which an analysis has been made on the key factors and attributes

that influence and drive the consumer’s preference towards a particular motorbike

in their purchase decision process.

The motorbikes, which were chosen for the purpose of this study, as

mentioned above are fuel-efficient, four-stroke bikes in the range of 95 to 115 cubic

capacity engines. The bikes that fall in this category are Hero Honda Splendor, TVS

Victor, Kawasaki Caliber, Yamaha Crux and Kinetic Boss. These bikes contribute

to the highest sales in term of revenue and numbers (motorbikes), in their respective

companies, regarding segments mentioned above.

1.1 OBJECTIVES:-

To find out the attributes that influence and drive the consumers

purchase decisions and preferences towards the selection of motorbikes.

1.2 RESULTS:

The number of respondents for the purpose of this study is 100, of which, the

majority have preference for a motorbike which gives good fuel mileage.

About 90% of the respondents feel that fuel mileage is a very important

attribute that a motorbike should possess. Fuel Mileage, pricing, pre and after sales

service. From the findings, majority of the respondents says that Hero Honda

Splendor is the best fuel mileage motorbike due to the fact that it has been priced

the best and is also considered the best regarding Pre and After – Sales service is

considered.

1.3 CONCLUSIONS

Thus based on our analysis of qualitative data that have been discussed, we

have arrived at precise conclusions at the end of each chapter, giving

manufacturers, retailers clear insight into the customers perception on the

preference of buying motor bikes in the Guwahati city.

1.4 RECOMMENDATIONS:

The attributes which have been mentioned play a very important role for a

motorbike to be a success in this segment of consumer’s buying preference, for

example; fuel, mileage, etc.

Hero Honda Splendor the motorbike from Hero Honda Motors Limited has turned

out to be the most successful motorbike in this segment of consumers buying

preference of two wheelers as it satisfies the majority of important attributes that the

consumer desires.

2.1 INTRODUCTION: 2.11 BACKGROUND OF THE STUDY:-

AUTOMOBILE INDUSTRY

Following India's growing openness, the arrival of new and existing models,

easy availability of finance at relatively low rate of interest and price discounts

offered by the dealers and manufacturers all have stirred the demand for vehicles

and a strong growth of the Indian automobile industry.

Automobile Dealers Network in India

In terms of Car dealer networks and authorized service stations, Maruti leads the

pack with Dealer networks and workshops across the country. The other leading

automobile manufacturers are also trying to cope up and are opening their service

stations and dealer workshops in all the metros and major cities of the country.

Dealers offer varying kind of discount of finances who in turn pass it on to the

customers in the form of reduced interest rates.

Major Manufacturers of Automobiles in India

Maruti Udyog Ltd.

General Motors India

Ford India Ltd.

Eicher Motors

Bajaj Auto

Daewoo Motors India

Hero Motors

Hindustan Motors

Hyundai Motor India Ltd.

Royal Enfield Motors

Telco

TVS Motors

DC Designs

Swaraj Mazda Ltd

Government has liberalized the norms for foreign investment and import of

technology and that appears to have benefited the automobile sector. The

production of total vehicles increased from 4.2 million in 1998- 99 to 7.3 million in

2006-07. It is likely that the production of such vehicles will exceed 10 million in

the next couple of years.

THE KEY FACTORS BEHIND THESE UPSWINGS

Sales incentives, introduction of new models as well as variants coupled with

easy availability of low cost finance with comfortable repayment options continued

to drive demand and sales of automobiles during the first two quarters of the current

year. The risk of an increase in the interest rates, the impact of delayed monsoons

on rural demand, and increase in the costs of inputs such as steel are the key

concerns for the players in the industry.

As the players continue to introduce new models and variants, the competition

may intensify further. The ability of the players to contain costs and focus on

exports will be critical for the performance of their respective companies.

FIGURE: 1

The players continue to introduce new models and variants, the competition

may intensify further. The ability of the players to contain costs and focus on

exports will be critical for the performance of their respective companies.

The auto component sector has also posted significant growth of 20 per cent

in 2003-04, to achieve a sales turnover of Rs.30,640 corers (US$ 6.7 billion).

Further, there is a potential for higher growth due to outsourcing activities by global

automobiles giants. Today, this sector has emerged as another sunrise sector.

INDUSTRY FEATURES

Presence of a large number of players especially in the passenger car and two

wheeler segments has ensured stiff competition. Competition is based both on

technology and more importantly price. Key to success is therefore value added

products but at affordable prices. Since customers of all segments of the automobile

industry are value conscious, factors such as fuel efficiency and diesel engines are

also key differentiators in the Indian market.

The Indian consumer is now having an increasing choice with large number of

vehicle models launched each year. In line with the growing income of the Indian

middle class the entry-level vehicle is moving up the ladder. The entry level two

wheeler has become the scooter instead of moped and the preferred family vehicle

is the more expensive motorcycle instead of scooter. Moped and the preferred

family vehicle is the more expensive motorcycle instead of scooter. Mopeds, or low

capacity engine vehicles, are now more stylish and are preferred only by students.

In the passenger car segment, the B class vehicles, consisting of the more powerful

hatchbacks are the fastest growing segment, indicating and increasing affluence of

an entry-level car buyer. The capacity utilization, which also has a critical bearing

on the profitability, has been low for Commercial vehicle, Car and MUV segments

while it has been healthy for the two wheeler segment.

CURRENT SCENARIO:-

1980’s Indian two wheeler markets liberalized.

Major Japanese two wheeler manufacturers make an entry into Indian market

through joint ventures/technical collaboration with Indian players. The major

joint venture is HERO HONDA, TVS SUZUKI, BAJAJ KAWASAKI,

ESCORTS YAMAHA and KINETIC HONDA.

Motorcycle merges as area for growth. Change in consumer perception for

motorcycles.

1990 - 1998 Scooters and mopeds loose sheen against motorcycles thus adding more fuel

to growth of motorcycles.

Four – stroke motorcycles registering highest growth in the market.

Hero Honda grew by leap and bounds and emerges as the country leader in

two wheeler markets.

1998 till date

Bajaj forays into four – stroke motorcycle market.

Emission norms came into force.

Breaking – up of joint ventures.

Declining growth in motorcycle segment.

Entry of Kinetic Motors and LML into four strokes segments.

Chinese motorcycles making an entry into the market.

Consumer preference reaching a balance between fuel – efficiency and power.

Thus, Indian motorcycle market has evolved in the latter 89’s of pure monopoly

of Hero – Honda to differentiated oligopoly in the latter 90’s as key indicators

points out, the industry will evolve into monopolistic competition where a player

having technological and marketing edge will have a bigger pie of the market.

There are five basic types of industry structure on the basis of number of sellers

and ability to differentiate product. These are:

PURE MONOPOLY – (ONE SELLER – UNDIFFERENTIATED

PRODUCT):

Prices tend to be high, there is little advertising, service levels tend to be

low and barriers to entry often exist.

PURE OLIGOPOLY – (FEW SELLERS – UNDIFFERENTIATED

PRODUCT):

Differentiation is difficult to achieve and prices are set at the going rate.

The only way in which to achieve a sustainable competitive advantage is

by means of cost reduction.

DIFFERENTIATED OLIGOPOLY–(FEW SELLERS –

UNDIFFERENTIATED PRODUCT):

Differentiation is achieved by pursuing a strategy of quality, adding

feature or styling. The extent to which leadership or premium pricing

can be achieved is the measure of the measure of the success of the

strategy.

MONOPOLISTIC COMPETITION - FEW SELLERS –

UNDIFFERENTIATED PRODUCT):

The companies typically and particularly segment the market where

scope exists either for minimizing the degree of direct competition or in

which scope for premium pricing exist.

PURE COMPETITION – (MANY SELLERS – UNDIFFERENTIATED

PRODUCT):

At this most extreme, there is no scope for differentiation and prices are

at the same level. Advertising is only worthwhile if it can create a degree

of psychological differentiation (where this feasible, the market should

be correctly labeled as monopolistically competitive).

Relative profit levels are directly determined by each company’s ability to manage

cost.

SEGEMENTS:

According to the buying pattern of customers, the market can be segmented into

three categories:

ECONOMY (Rs.25, 000-40,000)

COMMUTERS (Rs.40, 000-50,000)

LUXURY/LIFESYTLYE (Rs.50, 000 and above)

The spurt in growth in motorcycle was by commuters segment, which accounts

for majority share of the market and is also the most competitive. This can be

inferred by number of models, which are launched by different players in this

segment.

But last two years have seen the market shifting towards economy segment due

to rationalization of taxes which decreased the price differential between scooters

and motorcycles, acceptance of motorcycles as better mode of transportation due to

low running cost and sturdiness. The macroeconomic factor has been growing in

real income of households.

In past two years there has been some fizzle in the luxury segment, but this

segment has still to make a mark as market move towards maturity phase. As

market matures and new players eye for the pie of the Indian consumer income, the

classification will also evolve. The predictable classification could be:

ECONOMY

COMMUTERS

LUXURY

SUPERLUXURY

Though economy and commuters segment will cover the bottom – line for

players but top-line growth will take few more years.

2.12 STATEMENT OF THE PROBLEM:

Determining the attributes, which influence and drive consumers’ preference

towards a particular motorbike, is a key factor in their purchase decision.

These attributes include aesthetics, fuel mileage, power/pick-up, price, after

sales service, comfort driving, easy handling, spare availability, resale value and

zero maintenance.

2.13 OBJECTIVES:

Based on the above problem-statement, the following specific objectives have been

crystallized:

To determine the attributes that influence and drive the consumers purchase

decisions and preferences towards motorbikes.

To determine which motorbike the consumers prefer for transportation in the

category of fuel-efficient, four stroke and in the range of 95 – 115 cubic

capacity motorbikes.

To determine which the best among the top selling motorbikes of different

motorcycle companies which include; Hero Honda Splendor, TVS Victor,

Kawasaki Bajaj Caliber, Yamaha Crux and Kinetic Boss, regarding the

attributes that have been mentioned earlier.

To determine the purpose for which consumers purchase these motorbikes,

which include for the purpose of this study; daily commuting, basic use,

critical in work profile, gifting purpose, etc.

To determine whether the motorbike owned by the consumer meets his/her

expectations and whether or not it suits their lifestyle.

To determine which advertising media influences consumers purchase

decision of motor-bikes.

To determine whether, the showroom or service station location also

influences consumers purchase decision.

2.14 HYPOTHESIS:

1. Null : The proportion of population intending to buy customers buying

behavior bikes is independent of the income group.

Alternate: The proportion of population intending to buy customers buying

behavior bikes is dependent of the income group.

2. Null : preference for buying customers buying behavior bikes independent

of advertising media.

Alternative : it is dependent

2.2 METHODOLOGY

RESARCH DESIGN:-

Research design is the arrangement of conditions for collection and analysis

of data in a manner that aims to combine relevant to the research purpose with

economy in procedure. In fact, the researcher design is the conceptual structure

within which research is conducted; it constitutes the blue print for the collection,

measurement and analysis of data.

The main aim of the study is to measure the awareness, preferences, attitude

and perception of people toward second-hand motorbike (95-115cc, fuel efficient

and four strokes) and to find out what attributes attract the most to the consumer in

a motorbike.

Marketing research studies can be broadly classified into three basic types namely,

exploratory, descriptive and casual, depending on the objectives and prior

knowledge on the issues being examined. The study conducted is Exploratory in

nature. The major emphasis of exploratory research is on the discovery of ideas.

Next comes the question of selecting the methods by which the data are to be

obtained. In other words techniques for collecting the information must be devised.

Several methods like observation, questionnaire, interviewing, examination of

records, etc., so survey method is used for the study.

Surveys are usually undertaken to learn about people’s knowledge, belief,

preference, satisfaction and to measure these magnitudes in the population.

SAMPLING TECHNIQUE:-

The researcher decided the type of sampling technique used in this study is

Convenience Sampling Method. In fact, this technique or procedure stands for the

sample design itself. There are several sample designs out of which the researcher

must choose one for his study. In this survey the sampling procedure consists of all

people who own and are aware about motorbikes. It could a student, an employee, a

business man etc.

In this survey the sample size of the respondents is in the age group of 18-60

and includes a total of 100 respondents who lives in the Bangalore city and were

interviewed for the purpose of this study.

SOURCES OF DATA:-

The task of data collected after a research problem has been defined and

research design. While deciding about the method of data collection to be used for

the study, the researcher should keep in mind two types of data; Primary and

Secondary.

The primary data are those which are collected freshly and for the first

time, and thus happen to be original in character.

The secondary data, on the other hand, are those, which have already,

been passed through the statistical process. The sources of data for this

research are both from primary and secondary.

PRIMARY DATA:-

Primary data was collected by means of a structured questionnaire

administered personally.

SECONDARY DATA:-

Secondary data include appropriate materials from Magazines, internet and by

means of discussion with the guide.

SAMPLE SIZE:-

The sampling size was 100 and all the samples were collected within the time

of three Weeks during the month of April 2008.

SAMPLING METHOD:-

Basically, these methods can be divided into two types, called probability

based sampling scheme and non-probability based schemes. A Non-Probability

Convenience Sampling Method has been used in this research. The customers who

had purchased and are aware of the motorbike were approached and interviewed

who had come to get their bikes serviced.

DATA COLLECTION INSTRUMENT:-

The Questionnaire method of data collection is quite popular, particularly in

case of big enquiries. The instrument used for the data collection was very simple

and easy to understand. The respondents were easily available at the service point.

The respondents had sample of time to answer all the questions in the

questionnaire. A questionnaire consists of a number of questions printed or typed in

a definite order on a form or set of forms. The questionnaire is given to respondents

who are expected to read and understand the questions and answer them. The

researcher uses the questionnaire in this research. Questions related to objectives of

the study, form major portion of the questionnaire. It mainly consists of multiple

choice questions or the checklist types questions, so that respondent can check or

mark one of the several choices of answers.

Questionnaire was formed based on the ideas obtained from researcher’s

discussion of the problem guide.

FIELD WORK:-

The researcher covers 100 respondents and all of them filled up the

questionnaire. Some of the respondents had no patience but on the other hand there

were some of them who were truly interested into the survey.

Such respondents really encouraged the researcher a lot to carry out the

survey.

Average time taken by the respondent to fill up the questionnaire was 10 minutes.

Some of them thought they were making commitments on their part even though

the researcher told them that it was not so.

However an honest attempt is made to report and analyze the respondents as

objectively as possible without allowing the investigators bias to dominate them.

DATA PROCESSING & ANALYSIS PLAN:-

The data after collection has to be processed and analyzed in accordance with the

outline laid down for the purpose at the time of developing the research plan. This

is essential for a scientific study and for ensuring that we have all relevant data for

making contemplated comparison and analysis.

Technically speaking, processing implies editing, coding, classification and

tabulation of collected data so that they are amenable to analysis. The team analysis

refers to the computation of certain measures along with searching for patterns of

relationship that exist among data groups. Thus, “in the process of analysis,

relationships or differences supporting or conflicting with original or new

hypothesis should be subjected to statistical test of significance to determine with

what validity data can be said to indicate any conclusion.”

2.3 RESULTS:-

SURVEY FINDINGS

PRESENTATION AND ANALYSIS OF DATA:-

AGE GROUP OF THE RESPONDENT

TABLE: 1

SOURCE: FIELD INVESTIGATION

The above table shows the age of the respondents. Most of the respondents

belong to the age group of 28-38. In the survey it was found 36% of the respondents

belong to the age group of 28 –38.32% of them belong to the age group of 18-

28.23% belong to the age group of 38-48 and the lowest age group was 48 and

above who were only 9%.

INCOME OF THE RESPONDENTS:-

TABLE: 2

The above table shows the approximate monthly income of the

respondents. In the survey it was found that 31% of the respondents

got an income of Rs. 5000 – 10000 per month. 28% of them got an

income of 15000 and above. 19% of them have an income less than

5000 per month. 14% of them have an income of 13000-15000 per

month and 8% of respondents have an income of 1000 – 13000.

ATTRIBUTES THAT INFLUENCE CONSUMER:-

TABLE: 3

VI - Very Important

I - Important

L - Less Important

N - Not Important

The above table gives the information on the attributes that influences the consumer. The

table is divided into 4 degree of importance, i.e., Very Important, important, Less

Important and Not Important. From the above mentioned where 90% of the respondents

feel it is Very Important and 10% of them feel it is important. 55 among 1000

respondents feel Power is the next attribute which is Very Important. 53 among 100

respondents find Price as the next attribute that is respondents feel Pre & after Sales

Service as Very Important. The attributes, i.e. Comfort Driving, Resale Value, Zero

Maintenance, Easy Handling and Spares Availability, when compared to the other

important attributes are given less priority. Spares Availability is one attribute which is

given least importance.

CONSUMER PREFERENCE OF MOTORBIKS TAKING ATTRIBUTES INTO

CONSIDERATION:-

TABLE: 4

From the above table taking aesthetics into consideration 37% of the respondents feel

TVS Victor is the best bike. 25% of them feel Hero Honda Splendor as the best bike.

20% of them feel Kawasaki Bajaj Caliber as the best bike. 16% of them feel Yamaha

Crux as the best bike and only 2% of them feel Kinetic Boss is the best bike. Based on

this Analysis we can come to know that TVS Victor is the best looking bike.

CONSUMERS PREFERENCE CONCERNING FUEL MILEAGE OF MOTOR BIKES:-

TABLE: 5

From the above table taking Fuel Mileage into consideration 50% of the respondents feel

Hero Honda Splendor is the best Mileage bike, 18% of them feel TVS Victor as the best

Bike, 17% of them feels Kawasaki Bajaj Caliber as the test bike. 9% of them feel

Yamaha Crux as the best bike and only 6% of them feel Kinetic Boss is the best bike.

Based on this analysis we can come to know that Hero Honda Splendor is the best

Mileage bike.

CONSUMER PREFERENCE TOWARDS MOTOR BIKES CONCERNING

POWER / PICK-UP:-

TABLE: 6

From the above table taking Power / Pick-up into consideration 45% of the

respondents feel Yamaha Crux is the best Power bike. 23% of them feel TVS

Victor as the best bike. 17% of them feel Kawasaki Bajaj Caliber as the best

bike. 10% of them feel Hero Honda Splendor as the best bike and only 5% of

them feel Kinetic Boss is the best bike. Based on this analysis Yamaha Crux is

the best Power / Pick-up bike from the consumer’s point of view.

CONSUMERS BEHAVIOUR TOWARDS MOTOR BIKES CONCERNING

PRICE:-

TABLE: 7

From the table taking Price into consideration 30% of the respondents feel

Hero Honda Splendor is the best-priced bike. 28% of them feel Kinetic Boss

as the best bike. 18% of them feel TVS Victor as the best bike. 12% of them

feel Yamaha Crux as the best bike and 12% of them feel Kawasaki Bajaj

Caliber as the best bike. Based on this analysis Hero Honda Splendor is the

best –priced Motorbike from the consumer’s point of view.

CONSUMER PREFERENCE TOWARDS MOTOR BIKES CONCERNING PRE

AND AFTER SALES-SERVICE:-

TABLE: 8

From the above table taking Pre and After – Sales Service into consideration

43% of the respondents feel Hero Honda Splendor is the best when service is

taken into consideration. 23% of them feel TVS Victor is the best. 16% of

them feel Kawasaki Bajaj Caliber as the best bike. 13% of them feel Yamaha

Crux as the best bike and only 5% of them feel Kinetic Boss is the best bike.

Based on this analysis Hero Honda Splendor is the best Motorbike when Pre

and After Sales Service is considered from the Consumer’s point of view.

CONSUMER PREFERENCE TOWARDS MOTOR BIKES CONCERNING

TECHNICALLY SOPHISTICATED:-

TABLE: 9

From the above table taking Technical Sophistication into consideration

38% of the respondents feel TVS Victor is the Test Technical

Sophisticated bike. 20% of them feel Hero Honda Splendor as the best

bike. 20% of them feel Kawasaki Bajaj Caliber as the best bike. 11% of

them feel Yamaha Crux as the best bike and 11% of them feel Kinetic

Boss as the best bike. Based on this analysis TVS Victor is the best

Motorbike when Technical Sophistication is considered from the

consumer’s point of view.

RESPONDENTS PURPOSE OF PURCHASE

TABLE: 10

From the above data it is clear that most of the respondents purchase a motorbike for

daily commuting, i.e. 44% of them. 28% of the respondents purchase it for Basic use.

22% of them Purchase it because it is Critical in Work Profile and only 6% of them

purchase it for gifting purpose.

MEET EXPECTATIONS

TABLE: 11

The above table shows that whether the motorbike the respondents have purchased

has met their expectations. It shows that 57% of the respondents say it does meet

their expectations. 34% of them say expectations have met to an extent and only

9% of them say it hasn’t met their expectations.

RESPONDENTS AWARENESS LEVEL OF ADVERTISEMENTS OF

MOTORBIKES

TABLE: 12

The above table shows that 36% of the respondents have seen the

Advertisement of the motorbike on television out of which, 30% of them

through Word of Mouth. 20% of them are aware through Print Media. 13%

through hoardings and only 1% of respondents say through Radio. Based on

this analysis we can say that advertisement of motorbikes through television is

the best way to increase awareness among the consumers.

LOCATION OF SHOWROOM AFFECTS PURCHASE DECISION

TABLE: 13

The above data shows whether the location of the showroom will affect

the respondents purchase decision. 58% of the respondents say no and

42% of the respondents say that it will affect their purchase decision.

CONSUMER RANKING OF MOTORBIKES

TABLE: 14

The above table shows consumers preference towards motorbikes. Hero

Honda Splendor has been preferred the most by the consumer i.e. 40% of

them have ranked Hero Honda Splendor as number one. 22% of the

respondents have ranked TVS VICTOR as number one. 20% of them have

ranked Kawasaki Bajaj Caliber as number one. 13% of them have ranked

Yamaha Crux and only 5% of them have ranked Kinetic Boss as number one.

Based on this analysis it is clear that Hero Honda Splendor is still a winner of

the battle but the war remains.

2.4 ANALYSIS:-

The questionnaire has been framed in a manner so as to determine the key

factors and attributes that influence customers buying behavior motorbike

consumers, purchase decision and preferences. The number of respondents for the

purpose of this study is 100, of which, the majority have preference for a motorbike

which gives good fuel mileage.

As we have seen in the previous chapters, 90% of the respondents feel that

fuel mileage is a very important attribute that a motorbike should possess. Fuel

mileage, pricing, pre and after sales service. From the findings, majority of the

respondents says that Hero Honda Splendor is the best fuel mileage motorbike due

to the fact that it has been priced the best and is also considered the best regarding

pre and after – sales service is considered.

Aesthetics and Power / Pick-Up The majority of respondents from our

analysis state that TVS Victor is the best bike regarding aesthetics i.e. where looks

are considered.

Regarding Power / Pick – Up Yamaha Crux is considered to be the winner as

per the respondent’s views.

Ownership:-

Most of the respondents who own a Hero Honda Splendor claim that the bike meets

their expectation and suits their lifestyle, thus resulting in satisfying their purchase

decision.

Purpose of Purchase:-

Most of them purchase the bike for daily commuting, some of them for basic

use and is critical in work profile and few of them buy for the purpose of gifting.

Location of the showroom or service station:-

When location of the showroom or service station is considered majority of

the respondents feel that it does not affect their purchase decision.

Advertising Media:-

Another fact that was found in the survey was that majority of the

respondents feel that television is the best media for motorbike advertising.

Attributes:-

Comfort Driving, Resale Value, Zero Maintenance, Easy Handling and spares

availability regarding the above-mentioned attributes, when compared to the other

important attributes as mentioned earlier, respondents have given them less priority

and importance in their purchase decision and preference. Also regarding spares

availability the respondents do not consider it a vital factor, regarding their

preference and purchase decision.

Overall Best Bike:-

Finally, when asked which is the bike respondents preferred the most,

majority of them voted for “Hero – Honda Splendor as the best motorbike”, when

compared to TVS Victor, Kawasaki Bajaj Caliber, Yamaha Crux and Kinetic Boss.

This preference can clearly be seen from our analysis in the previous chapters,

and clearly supports our findings.

2.5 LIMITATIONS:

The sample size is limited to 100 respondents

The study is limited between 90cc – 150cc engines

The study is limited to local region

2.6 CONCLUSION:

The research work embodied in this report is highly qualitative and is not

amenable for vigorous hypothesis testing through statistical packages.

However, based on our analysis of qualitative data, we prove, beyond doubt,

criteria that our respondent had response is very similar to the study of the

perception of adapting to any new products. Our analysis calls for nothing less than

the appropriate product that has been manufacture that matches the expectations of

the customer has more share in the market for both new and customers buying

behavior.

Thus from the above chapters that have been discussed, we have arrived at

precise conclusions at the end of each chapter, giving manufacturers, retailers clear

insight into the customers perception on the preference of customers buying

behavior motor bikes in the Bangalore city.

Also we have covered the behavioral aspect of consumers, concerning

viewing of advertisements on television, which gives influence in decision making

of purchase the most, followed by print Medias.

2.8 SUGGESTIONS AND RECOMMENDATIONS:

From the analysis that has been made in the previous chapters we have seen

that the attributes which have been mentioned play a very important role for a

motorbike to be a success in this segment of customers buying behavior two

wheelers, for example fuel, mileage, etc.

Hero Honda Splendor the motorbike from Hero Honda Motors Limited has

turned out to be the most successful motorbike in this segment of customers buying

behavior two wheelers as it satisfies the majority of important attributes that the

consumer desires. The attributes are mentioned earlier includes, fuel mileage, price,

after sales service, power / pick-up, comfort driving, easy handling, aesthetics,

spare availability, resale value and zero maintenance.

We can also conclude that consumers have preference for this range of

motorbikes due to the fact that they are more economical in terms of the attributes

mentioned above, as it suits the purpose for which they purchased it, which includes

daily commuting, basic use, critical in work profile, etc. We can also state that

advertising through television is the most appropriate media for this particular

product, which has been analyzed, in the previous chapters.

Finally, through the conclusions made above we can suggest to the following

top Indian four stroke producing motorbike companies in order to increase their

market share:

Hero Honda Splendor: Improvements could be made concerning the aesthetics and

power/pick-up.

TVS Victor: They could increase the sales of the motorbike by improving

consumer’s perception on its reliability and dependability thus increasing its resale

value.

Kawasaki Bajaj Caliber: As they have already adopted the strategy of cost

leadership till now and since they have consistently flanked Hero Honda on price,

in future Bajaj has to focus on development of better technologically sound

products.

Yamaha Crux: Improvements could be made in aesthetics, power/pick-up and

better after sales service in order to increase their market share.

Kinetic Boss: They have to improve the customer’s image of the motorbike,

as majority of the respondents does not view this product favorably as compared to

the above motorbikes.

It is our firm conviction and belief that our research findings, if they are not

pigeonholed, will give an insight to the marketers of these motorbikes and will help

them to tackle the strategic issues of brand marketing.

3. APPENDIX

3.1 DATA COLLECTION FORMS

Questionnaire

Dear respondent,

I am a management student of L.C.B College, Maligaon, Guwahati;

conducting a research project as a partial fulfillment of BBA degree.

I solicit your co-operation in filling up this questionnaire to facilitate

completion of my project work. I assure you that the response given will be kept

confidential and will be used for academic purpose only.

1 Gender:

[ ] Male [ ] Female

2. Age: (Please check the appropriate box)

[ ] 18-28 [ ] 28-38

[ ] 38-48 [ ] 48 and above

4. Occupation (Please Specify)______________________________

5. Income per month:

[ ] Up to – 5000 [ ] 5000-10000

[ ] 13000-15000 [ ] 15000 and above

6. Please tick the following attributes according to your degree of preference in

a motorcycle

ATTRIBUTES; VERY IMP, LESS IMP, NOT IMP.

1. Aesthetics /Looks / styles

2. Mileage

3. Power / Pick –up

4. Price

5. Resale value

6. After sales service

7. Comfort driving

8. Zero maintenance

9. Easy handling

10. Spares availability

7. Please tick the following motorbikes, considering the following attributes

according to your preference.

8. Given below are different brands of two-wheeler motorcycles, kindly rank

them according to your preference.

10. Which bike do you own?

___________________________________________________________

11. What was the purpose of purchase? (Please check the appropriate box)

Daily commuting [ ]

Critical work profile [ ]

Basic use [ ]

Gifting purpose [ ]

Others specify ___________________________________

12. Does the bike meet to your expectations? (Please check the appropriate

box)

Yes it does [ ] to an extent [ ] No it doesn’t [ ]

13. Does the bike you bought match your life style? (Please check the

appropriate box)

Yes it does [ ] to an extent [ ] No it doesn’t [ ]

14. How did you get to know about the bike you purchased? (Please check the

appropriate box)

Print media [ ]

Television [ ]

Word of mouth [ ]

Hoarding [ ]

Other, specify ______________________________________

15 Will the location of the showroom affect your purchase decision? (Please

check the appropriate box)

Yes [ ] No [ ]

3.3 GENERAL TABLE:-

AGE GROUP OF THE RESPONDENTS:-

FIGURE: 1

INCOME OF RESPONDENTS:-

FIGURE: 2

ATTRIBUTES INFLUENCING CONSUMERS:-

FIGURE: 3

CONSUMERS PREFERENCE TOWARDS FUEL MILEAGE:-

FIGURE: 4

KB Cliber Yamaha HH Splendor TVS Victor Kinetic Boss0

5

10

15

20

25

30

35

40

45

CONSUMERS PREFERENCE TOWARDS POWER/PICK-UP

Num

ber o

f Res

pond

ant

FIGURE: 5

CONSUMERS PREFERENCE TOWARDS BIKES PRICE:-

FIGURE: 6

CONSUMERS PREFERENCE TOWARDS PRE AND AFTER SALES SERVICE:-

FIGURE: 7

CONSUMERS PREFERENCE TOWARDS TECHNICALLY SOPHISTICATED

BIKES:-

FIGURE: 8

MEET EXPECTATIONS:-

FIGURE: 9

MEDIA:-

FIGURE: 10

SHOWROOM LOCATION:-

FIGURE: 11

CONSUMERS PREFERENCE TOWARDS MOTOR BIKES:-

FIGURE: 12

3.4 BIBLIOGRAPHY:-

Sites on the internet:

www.indiainfoline.com

www.economywatch.com

www.thehindubusinessline.com

Magazines:

Autoindia

Motoring