MARKETING OF HERO HONDA MOTORCYCLE WITH

SPECIAL REFERENCE TO HERO HONDA PASSION

PRO
A CASE STUDY OF KARTHIK MOTORS, SHIMOGA
CHAPTER CONTENTS
Chapter 1
INTRODUCTION
Introduction
Objectives of the study
Need of the study
Scope of the Study
Methodology
Limitations
Chapter Scheme
Chapter 2
COMPANY PROFILE
Hero Honda's Mission
Hero Honda's Mandate
Board of Directors
Key Milestones of Hero Honda
1
Chapter 3
PRODUCT PROFILE
Hero Honda Passion Pro
Technical specifications of Hero Honda Passion Pro
Chapter 4
HISTORY OF TRANSPORTATION AND MOTORCYCLES
History of Transportation
Development of Transportation
Automobiles
History of Motorcycle
The Development of Machines
Manufacture of Two-Wheelers in India
Future for India Two Wheeler Industry
Chapter 5
DEALER PROFILE
(SREE KARTHIK MOTORS)
Introduction
Capital structure of the firm
Infra structure Facilities
Organization chart
Chapter-6
SURVEY ANALYSIS AND INTERPRETATION
Chapter - 7
2
FINDINGS, SUGGESTIONS AND CONCLUSION
Annexure
Questionnaire
Bibliography
3
Chapter - 1
INTRODUCTION
Introduction
Objectives of the study
Statement of the problem
Need of the study
Scope of the Study
Methodology
Limitations
Chapter Scheme
4
INTRODUCTION
During the 80s, Hero Honda became the first company in India to
prove that it was possibe to drive a vehice without pouting the roads!
"he company introduced new generation motorcyces that set industry
benchmar#s for fue thrift and ow emission! $ egendary %&i it ' (hut it
' &orget it% campaign captured the imagination of commuters across
India, and Hero Honda sod miions of bi#es purey on the commitment
of increased mieage!
In today word customer is the #ing irrespective of whatever the
business may be, wherever the operations may be a good business
organi)ation is #nown by its strong customer oyaty, which turns to
become a unified famiy!
"he pro*ect assigned to me by the company was a mar#et study on
100cc bi#es among the deaers and customers with specia reference to
hero Honda deaer and oyaty of customers towards the bi#e! "he
ob*ective of the study was to find out the deaers and customers opinion
about the 100cc bi#es with specia reference to hero Honda deaer to
understand how mar#et fuctuations affect their strategic decision! "he
research methodoogy was descriptive in nature encompassing a sampe
of 100customers for in'depth anaysis
"he two'wheeer industry has recenty witnessed a reversa in its
fortress! $nd the sharp rise in demand for two +wheeers during the few
months has fueed unbrided optimism about the countries! ,ut the
industry it sef woud do we to adopt a more restrained posts we in its
-
recenty rediscovered saubrious environment and earns some essons
from its harrowing *ourneys of the past few years! &or riding on two'
wheeers rough terrain can be pretty tric#y business!
During the first two decades of independent India the two
wheeers industry has more or ess monopoi)ed by two or three ma*or
manufactures with are assured mar#et peope waited for ager period to
get a vehice there by restricting their choice! In the seventies, there was
a drastic increase in the petroeum price in the internationa mar#ets!
"his ed to the deveopment of fue economy vehices in .apan!
"his pro*ect report attempt to bring out detais regarding
history, achievements growth of the Hero Honda motors imited and aso
attempts have been made to during out detais regarding history of
transportation and history of improving and modes, competition in
present mar#et for motorcyces and aso recent panning of two'wheeer
in India! /ore stress is given toward the case study of! 0arthi# motors!
1ho is the authori)ed deaer for Hero Honda /otor cyces2 $ttempts
have aso been made to assess the present mar#et performances of
certain suggestions have aso been given adopting suitabe mar#et
strategy!
3
Objectives of the study
"o anay)e the demographic factors of the customers who own a 100
cc bi#es!
"o anayse the fue efficiency of a 100 cc bi#es they own!
"o anayse the promotiona factors infuencing and various features
preferred by the customer at the time of purchase of the bi#e!
"o find out the mode of purchase opted by the customer and opinion
about various schemes of bi#e purchase!
"o find out the reasons for not purchasing the H456 H67D$ bi#e!
"o assess the mar#et strategy adopted by the deaer in (himoga!
"o fina the factors those infuence the seection of the products,
"o #now the customer attitude toward the products,
"o give suggestions to improve strategy,
"o evauate the effectiveness of the mar#eting strategy in heping to
achieve organi)ationa goa,
Statement of the problem
"o anay)e the mar#et for 100 cc bi#es with specia reference to
H456 H67D$ and to find out the deaers and customers opinion about
the 100 cc bi#es with specia reference to H456 H67D$' to
understand how mar#et fuctuations affect their strategic decision!
8
Need of the study
9:onsumer attitude towards mar#eting /i;< has a great roe to pay in
the purchase decision, therefore it is necessary for every mar#eting manager to
try and understand the 9:onsumer $ttitude<! "his coud be hepfu to the
manufacturer to understand the attitude of the consumer!
"he manufacturer must consider the foowing whie ma#ing the
decision and poicies=
"aior made product!
It shoud be priced right!
It must be standard and specific!
It must be easy for handing and distribution!
It shoud reach the right consumer at the right time > at right
pace!
8
Scope of the Study
(himoga is a commercia city with a popuation of 3!- ac#s!
"he scope of the study is restricting to the consumer attitudes ?behavior@
towards motorcyces in (himoga city!
"he two'wheeers have become necessity in the modern ife! (o
every person prefer motorcyces, which gives, better fue consumption,
durabiity economica and safety!
"he report incudes he efforts that have been ta#en by Hero
Honda /otor cyce to improve the Auaity and push up the saes of Hero
Honda motor cyces!
"he two' wheeer being a ong asting product the survey
incudes the past purchase and few protective buyers of the productB

Methodology
Data collection
Crimary Data (econdary Data
Cersona interview 7ews paper
/aga)ines
:ompany reports
,oth primary and secondary data have coected to bring our this
pro*ect! Crimary data have been coected though the persona interview
from the respondents! "he survey of the respondent the made on the
basis of random samping method Auestionnaires had been issued to the
respondents to avoid unnecessary deay and to ta#e fiing test easy the
D
Auestionnaire were prepared in a structura name for the purpose of
anay)ing the mar#et performers of seaers, their saes anaysis and other
detais has been coected form the deaers of 0arthi automobies
(himoga! (econdary data have been coected from the newspaper,
maga)ines and company reporters!
Limitations of the Study
"he study has restricted to users of motorcyces
"he study has done within the (himoga city imits
(ampes chaser by me is -0 responders who are very sma compare
the mar#et si)e!
Due to the ac# of constraints and shortage of anthers resources!
(ome of the respondent where reuctant to fi the demographic
characteristics in the Auestionnaire!
Data was coected on the basis of primary data and hence there is a
chance for a biased or miseading response from the respondents!
Cro*ect duration is shorter and hence arge sampe si)e coud not be
ta#en!
10
Chapter Scheme
:hapter 1= Introduction Deas with 5esearch Design
:hapter 2= :ompany Crofie Eives the profie of the Hero Honda
:hapter 3= Croduct Crofie Deas with the product seected for study
:hapter 4= History of /otor :yce
:hapter '-= &irm Crofie Deas with the profie of (ree 0arthi# /otors,
7!" 5oad, (himoga
:hapter '3= (urvey $naysis Deas with the anaysis of survey conducted
:hapter '8= (urvey findings, suggestions and concusion Deas the
summary of survey conducted foowed by suggestions and concusion!
11
Chapter - 2
COMPANY PROFILE
Hero Honda's Mission
Hero Honda's Mandate
Board of Directors
Key Milestones of Hero Honda
12
COMPANY PROFILE
Hero Honda was first started in .anuary 1D, 1D84 Eurgaon,
Haryana, India as a *oint venture of the Hero group?India@ and
Honda motor co! td?.apan@! Hero Honda is IndiaFs 7umber one two
wheeer company!
Hero Honda has been the wordFs biggest manufacture of two
wheeer motori)ed vehice since 2001, when it produced 1!3 miion
motorbi#es in a singe year!
During the 80Fs Hero Honda become the first company in
India to prove that it was possibe to drive a vehice without
pouting the roads! "he company introduced new generation
motorcyces that set industry benchmar#s for fue thrift and ow
emission!
Hero Honda product range today commands a mar#et share of
48G, ma#ing it a veritabe giant in the industry by way of
technoogy e;ceence, an e;tensive deaer networ#, and you have
one of most customer oriented company! :ustomer satisfaction and
high Auaity product the strength of Honda technoogy and hero
13
Honda groups dynamism has heped hero Honda motors imited
fortune and e;ceed imit!
6ver 1D miion hero Honda two wheeer tread Indian roads
today! "hese are amost as many the number of peope in &inand,
Ireand and (weden put together!
"he *oint venture between India%s Hero Eroup and Honda
/otor :ompany, .apan has not ony created the word%s singe
argest two wheeer company but aso one of the most successfu
*oint ventures wordwide!
During the 80s, Hero Honda became the first company in
India to prove that it was possibe to drive a vehice without
pouting the roads! "he company introduced new generation
motorcyces that set industry benchmar#s for fue thrift and ow
emission! $ egendary 'Fill it - Shut it - Forget it' campaign
captured the imagination of commuters across India, and Hero
Honda sod miions of bi#es purey on the commitment of
increased mieage!
14
6ver 20 miion Hero Honda two wheeers tread Indian roads
today! "hese are amost as many as the number of peope in
&inand, Ireand and (weden put togetherH
Hero Honda has consistenty grown at doube digits since
inceptionI and today, every second motorcyce sod in the country is
a Hero Honda! 4very 30 seconds, someone in India buys Hero
Honda%s top 'seing motorcyce + Cassion! "his festive season, the
company sod haf a miion two wheeers in a singe monthJa feat
unparaeed in goba automotive history!
Hero Honda bi#es currenty ro out from its three gobay
benchmar#ed manufacturing faciities! "wo of these are based at
Dharuhera and Eurgaon in Haryana and the third state of the art
manufacturing faciity was inaugurated at Haridwar, Kttra#hand in
$pri this year! "hese pants together are capabe of producing out
4!4 miion units per year!
Hero Honda%s e;tensive saes and service networ# now spans
over 3000 customer touch points! "hese comprise a mi; of
1-
deaerships, service and spare points, spare parts stoc#iest and
authori)ed representatives of deaers ocated across different
geographies!
Hero Honda vaues its reationship with customers! Its uniAue
:5/ initiative ' Hero Honda Cassport Crogram, one of the argest
programs of this #ind in the word, has over 3 miion members on
its roster! "he program has not ony heped Hero Honda understand
its customers and deiver vaue at different price points, but has aso
created a oya community of brand ambassadors!
Having reached an unassaiabe poe position in the Indian
two wheeer mar#et, Hero Honda is constanty wor#ing towards
consoidating its position in the mar#et pace! "he company
beieves that changing demographic profie of India, increasing
urbani)ation and the empowerment of rura India wi add miions
of new famiies to the economic mainstream! "his woud provide
the growth baast that woud sustain Hero Honda in the years to
come! $s ,ri*mohan La /un*a, the :hairman, Hero Honda
13
/otors succincty points out, M1e pioneered India%s motorcyce
industry, and it%s our responsibiity now to ta#e the industry to the
ne;t eve! 1e% do a it ta#es to reach there!%%
Hero Honda's Mission
Hero HondaFs mission is to strive for synergy between
technoogy, systems and human resources, to produce products and
services that meet the Auaity, performance and price aspirations of
its customers! $t the same time maintain the highest standards of
ethics and socia responsibiities!
"his mission is what drives Hero Honda to new heights in
e;ceence and heps the organi)ation forge a uniAue and mutuay
beneficia reationship with a its sta#e hoders!
Hero Honda's Mandate
Hero Honda is a word eader because of its e;ceent
manpower, proven management, e;tensive deaer networ#, efficient
suppy chain and word'cass products with cutting edge technoogy
18
from Honda /otor :ompany, .apan! "he teamwor# and
commitment are manifested in the highest eve of customer
satisfaction, and this goes a ong way towards reinforcing its
eadership status!
Board of Directors
No. Name of the Directors Designation
1 /r! ,ri*mohan La /un*a :hairman > 1hoe'time Director
2 /r! Cawan /un*a /anaging Director > :46
3 /r! "oshia#i 7a#agawa .oint /anaging Director
4 /r! (umihisa &u#uda "echnica Director
- /r! 6m Cra#ash /un*a 7on'e;ecutive Director
3 /r! (uni 0ant /un*a 7on'e;ecutive Director
8 /r! /asahiro "a#edagawa 7on'e;ecutive Director
8 /r! (atoshi /atsu)awa
?$ternate Director to /r! "a#ashi 7agai@ 7on'e;ecutive Director
D /r! Cradeep Dinodia 7on'e;ecutive > Independent Director
10 Een!?5etd!@ Ned Cra#ash /ai# 7on'e;ecutive > Independent
Director
18
11 /r! $na*it (ingh 7on'e;ecutive > Independent Director
12 Dr! Critam (ingh 7on'e;ecutive > Independent Director
13 /s! (hobhana ,hartia 7on'e;ecutive > Independent Director
14 /r! (uni ,harti /itta 7on'e;ecutive >
Independent Director
1-! /r! /eeveeti Damodaran 7on'e;ecutive > Independent
Director
13! /r! $run 7ath /aira 7on'e;ecutive > Independent Director
1D
KEY MILESTONES OF HERO HONDA
Oear 4vent
1D83 .oint :oaboration $greement with Honda /otor :o! Ltd! .apan
signed
(harehoders $greement signed
1D84
Hero Honda /otors Ltd! incorporated
1D8- &irst motorcyce M:D 100M roed out
1D88 100,000th motorcyce produced
1D8D 7ew motorcyce mode ' M(ee#M introduced
1DD1 7ew motorcyce mode ' M:D 100 ((M introduced
-00,000th motorcyce produced
1DD2 5aman /un*a Nidya /andir inaugurated ' $ (choo in the
memory of founder /anaging Director, /r! 5aman 0ant /un*a
1DD4 7ew motorcyce mode ' MCassionM introduced
1,000,000th motorcyce produced
1DD8 7ew motorcyce mode ' M(treetM introduced
Hero Honda%s 2nd manufacturing pant at Eurgaon inaugurated
1DD8 2,000,000th motorcyce produced
1DDD 7ew motorcyce mode ' M:,PM introduced
4nvironment /anagement (ystem of Dharuhera Cant certified
with I(6'14001 by D7N Hoand
5aman /un*a /emoria Hospita inaugurated ' $ Hospita in the
memory of founder /anaging Director, /r! 5aman 0ant /un*a
2000 4,000,000th motorcyce produced
4nvironment /anagement (ystem of Eurgaon Cant certified I(6'
14001 by D7N Hoand
20
Cassion decared %1ord 7o! 1% ' argest seing singe two'wheeer
mode
MHero Honda Cassport CrogrammeM ' :5/ Crogramme aunched
2001 7ew motorcyce mode ' MCassionM introduced
6ne miion production in one singe year
7ew motorcyce mode ' M.oyM introduced
-,000,000th motorcyce produced
2002 7ew motorcyce mode ' MDawnM introduced
7ew motorcyce mode ' M$mbitionM introduced
$ppointed Nirender (ehwag, /ohammad 0aif, Ouvra* (ingh,
Harbha*an (ingh and Paheer 0han as ,rand $mbassadors
2003 ,ecomes the first Indian :ompany to cross the cumuative 8
miion saes mar#
Cassion has emerged as the 1ord%s argest seing mode for the
third caendar year in a row ?2000, 2001, 2002@
7ew motorcyce mode ' M:D DawnM introduced
7ew motorcyce mode ' MCassion QM introduced
7ew motorcyce mode ' MCassion CusM introduced
7ew motorcyce mode ' M0ari)maM introduced
2004 7ew motorcyce mode ' M$mbition 13-M introduced
Hero Honda became the 1ord 7o! 1 :ompany for the third
consecutive year!
:rossed saes of over 2 miion units in a singe year, a goba
record!
Cassion ' 1ord%s argest seing motorcyce crossed the - miion
mar#
21
7ew motorcyce mode ' M:,PRM introduced
.oint "echnica $greement renewed
"ota saes crossed a record of 10 miion motorcyces
200- Hero Honda is the 1ord 7o! 1 for the 4th year in a row
7ew motorcyce mode ' M(uper CassionM introduced
7ew motorcyce mode ' M:D Deu;eM introduced
7ew motorcyce mode ' MEamourM introduced
7ew motorcyce mode ' M$chieverM introduced
&irst (cooter mode from Hero Honda ' MCeasureM introduced
2003 Hero Honda is the 1ord 7o! 1 for the -th year in a row
2008 Hero Honda is the 1ord 7o! 1 for the 3th year in a row
7ew %Cassion 7SE% aunched
7ew %:D Deu;e% aunched
7ew %Cassion Cus% aunched
7ew motorcyce mode %Hun#% aunched
20 miion production miestone achieved
2008 Hero Honda Haridwar Cant inauguration
7ew %Ceasure% aunched
Cassion 7SE auched with power start feature
7ew motorcyce mode %Cassion Cro% aunched
7ew %Cassion Cro% aunched
2- miion production miestone achieved
:D Deu;e auched with power start feature
7ew %Eamour% aunched
7ew %Eamour &i% aunched
22
2009
2010
Hun#% ?Limited 4dition@ aunched
Cassion competed 11 miion production andmar#
7ew motorcyce mode %0ari)ma ' P/5% aunched
(iver *ubiee ceebrations
(pendar Cro
Cassion Cro
23
PROMINENT AWARDS TO THE COMPANY
Year Awards & Recognitions
2010 :ompany of the Oear awarded by 4conomic "imes $wards for
:orporate 4;ceence 2008'0D!
:7,: "N18 6verdrive $wards 2010 %Ha of &ame% to (pendor
7D"N Crofit :ar > ,i#e $wards 2010 '
"wo'wheeer /anufacturer of the Oear
:n, Niewers% :hoice "wo'wheeer of the Oear ?0ari)ma
P/5@
,i#e /a#er of the Oear by 4"'Pig1hees :ar > ,i#e of the Oear
$wards 200D
200D %Two-wheeler Manufacturer of the Year% by 7D"N Crofit :ar >
,i#e $wards 200D and Cassion Cro ad*udged as :7, Niewers%
:hoice two'wheeer
"op Indian :ompany under the %$utomobie ' "wo'wheeers%
sector bythe Dun & Bradstreet-Rolta Corporate Awards
1on Eod in the 5eader%s Digest Trusted Brand 2009 in the
%/otorcyces% category
NDTV Profit Business Leadership Awards 2009 ' two'wheeer
category
24
2008 NDTV Profit Business Leadership Award 2008 ' Hero Honda
1ins the :oveted M7D"N Crofit ,usiness Leadership $ward
2008M
Top Gear Design Awards 2008 ' Hun# ,i#e of the Oear $ward
NDTV Profit Car India & Bike India Awards ' 7D"N
9NiewersF :hoice $ward< to Hun# in ,i#e category
India Times Mindscape and Savile Row (A Forbes Group
Venture) Loyalty Awards ' 9:ustomer and ,rand Loyaty
$ward< in $utomobie ?two'wheeer@ sector
Asian Retail Congress Award for Retail Excellence ?(trategies
and (outions of business innovation and transformation@ ' ,est
:ustomer Loyaty Crogram in $utomobie category
NDTV Profit Car India & Bike India Awards ' ,i#e
/anufacturer of the year
Overdrive Magazine ' ,i#e /anufacturer of the year
TNS Voice of the Customer Awards:
7o!1 e;ecutive motorcyce Cassion 7SE
7o!1 standard motorcyce :D Deu;e
7o! premium motorcyce Cassion Cro
2007 "he 7D"N Crofit :ar India > ,i#e India $wards 2008 in the
foowing category=
6vera M,i#e of the OearM ' :,P S'treme
M,i#e of the OearM ' :,P S'treme ?up to 1-0 cc category@
2-
M,i#e "echnoogy of the OearM ' Eam out CE/ &I
M$uto "ech of the OearM ' Eam out CE/ &I by 6verdrive
/aga)ine!
M,i#e of the OearM ' :,P S'treme by 6verdrive /aga)ine!
5an#ed :,P S'treme M,i#e of the OearM ' by , ( /otoring
/aga)ine
9/ost "rusted :ompany< , by "7( Noice of the :ustomer
$wards 2003!
:D Deu;e rated as M7o 1 standard motorcyceM by "7( Noice of
the :ustomer $wards 2003!
2006 $d*udged 8th "op Indian :ompany by 1a street .ourna $sia
?"op Indian "wo 1heeer :ompany@!
6ne of the 8 Indian companies to enter the &orbes top 200 ist of
wordFs most reputed companies!
7o! 1 in automobie industry by "7( Corporate Social
Responsibility Award!
,est in its cass awards for each category by TNS Total
Customer Satisfaction Awards 2006=
Cassion Cus ?4;ecutive@
:D Deu;e ?4ntry@
Ceasure ?Eearess (cooters@
Cassion > Cassion ' "op two modes in two wheeer category by
4" ,rand 4Auity (urvey 2003!
23
$d*udged 8th "op Indian :ompany by 1a street .ourna $sia
?"op Indian "wo 1heeer :ompany@!
"op Indian company in the $utomobie ' "wo 1heeer sector by
Dun > ,radstreet ' American Express Corporate Awards 2006!
Hero Honda Cassion rated as India%s most preferred two'wheeer
brand at the Awaaz Consumer Awards 2006!
:ertificate of 4;port 4;ceence for outstanding e;port
performance during 2003'04 for two'wheeer > three' wheeers '
:ompete ?7on ((I@ by 4ngineering 4;port Cromotion :ounci!
"he 7D"N Crofit :ar India > ,i#e India $wards 2003 in the
foowing category=
,i#e /a#er of the Oear
,i#e of the Oear ' $chiever
,i#e of the Oear ' $chiever ?up to 1-0 cc category@
,i#e of the Oear ' Eamour ?up to 12- cc category@
7D"N Niewers% :hoice $ward to Eamour in the bi#e
category
2005 $waa) :onsumer $wards 200- ' India%s most preferred two'
wheeer brand by :7,: in the %$utomobies% category!
,i#e /a#er of the Oear $ward by 6verdrive /aga)ine!
I:1$I 7ationa $ward for 4;ceence ?(econd@ in :ost
/anagement 2004 in the private sector category by I:1$I!
28
10th /otia 6swa 1eath :reator $ward for as the most
consistent weath creator for the period 1DD1'200-!
2004 1inner of the 5eview 200 + $sia%s Leading :ompanies $ward
?3rd 5an# amongst the top 10 Indian companies@!
EN: Leve 1 ?Highest 5ating@ by :5I(IL for corporate
Eovernance!
$d*udged as the ,est Naue :reator ' Large (i)e :ompanies 2003'
04 by "he 6utoo# /oney!
:orporate 4;ceence $ward 2004 by Indian Institute of /aterias
/anagement!
$d*udged as the 6rgani)ation with Innovative H5 Cractices by H"
Cower .obs for H5 4;ceence!
I:(I 7ationa $ward for 4;ceence in :orporate Eovernance
2004 by "he Institute of :ompany (ecretaries of India!
2003 1inner of the 5eview 200 ' $sia %s Leading :ompanies $ward
?3rd 5an# amongst the top 10 Indian companies@!
/ost 5espected :ompany in $utomobie (ector by ,usiness
1ord!
,i#e /a#er of the Oear by 6verdrive /aga)ine!
2002 ,i#e /a#er of the Oear by 6verdrive /aga)ine!
1inner of the 5eview 200 ' $sia %s Leading :ompanies $ward
28
?4th 5an# amongst the top 10 Indian companies@!
:ompany of the Oear of 4" $wards for :orporate 4;ceence!
5an#ed 4th in %6vera ,est /anaged :ompany% category, ran#ed
3rd in %,est &inancia /anagement% and %,est 6perationa
4fficiency% category, ran#ed 3th in %6vera ,est Investor
5eations% category, by $sia money!
Highest 1eath :reating :ompany of the Oear $ward by the
/oney!
EN: Leve 1 ?Highest 5ating@ by :5I(IL for :orporate
Eovernance!
2001 ,i#e /a#er of the Oear by 6verdrive /aga)ine!
1inner of the 5eview 200 ' $sia %s Leading :ompanies $ward
?Dth 5an# amongst the top 10 Indian :ompanies@!
1inner of "hree Leaves $ward for showing :orporate
4nvironment 5esponsibiity in the $utomobie (ector by :enter
for (cience > 4nvironment!
1999 7ationa Croductivity $ward for the ,est Croductivity $ward in
the category of $utomobie > "ractor presented by Nice Cresident
of India!
1995 "he $nayst $ward 1DD- presented to Hero Honda /otors Ltd! on
being ran#ed Dth amongst the most investor rewarding companies
in India!
1995 7ationa $ward for outstanding contribution to the Deveopment
of Indian (ma (cae Industry ?7(I: $ward ' Cresented by
2D
Cresident of India@!
1991 4conomic "imes'Harvard ,usiness (choo $ward for :orporate
Cerformance to Hero Honda /otors Ltd!
30
Chapter 3
PRODUCT PROFILE
Hero Honda Passion Pro
Variants, Price And Color
Technical specifications
31
PRODUCT PROFILE
Hero Honda Passion Pro
Hero Honda too# off trac# when others were in the
competition of aunching new products fe;ing their technoogica
prowess! It cevery went ahead with the poicy %od is god% fine'
tuning its in hand products to tap a great chun# of profit in the
mar#et! It reay moved forward which can be seen from the reports
of saes and financia resuts of the company if they are anything to
go by! Latey, it has come out with the proven products such as
Ceasure, Cassion Cus, Cassion 7SE and :,P Strem to stabii)e
the mar#et! $nd the Cassion Cro is the twist and turn version of the
Cassion Cus and hence there is no much difference in performance
of the engine! 7evertheess, some of the improvements made in this
bi#e are aoys, red coored springs for the shoc#s, bac# paint for
rear hand rais, eg guard, muffer and the chain case! It aso comes
in sef start and #ic# start variants! Hero Honda oo#s bright
#eeping in ine with its mar#eting strategy!
32
Engine
Hero Honda Cassion Cro is of 100c engine and it is one of the most
powerfu engines from the pant of Hero Honda! It attains a
topspeed of 8-#mph and it dispaces D8!2cc! It is a 4'stro#e, air'
cooed 6H: engine with a 4 speed manua transmission that is
capabe of producing 8!8C( power at 8-00 rpm and 8!04 7m! It is
designed to target the Indian youth with its styish oo# and high
performance!
Design And Comfort
Cassion Cro Cower (tart, the spruced up version of Cassion
Cus, showcases some new features and improvements with a
faceift! "hey incude new front visor for the modern oo#, twea#ed
dias for better readabiity and new graphics on body panes and
tan#! "he red cooured sporty shoc# absorbers at the rear and fu
siencer guard are wecome additions in Cassion Cus Cro! It aso
gets a new bac# #ic# start ever! 5oer mechanism of the engine is
further tuned to reduce friction and vibrations! $n integrated
33
eectric motor heps to start the bi#e with a push' button! 4ectric
start B sef start are the standard mode in 7ew Cassion Cus Cro!
Handebar camp and piion grab hande are redesigned based on
the customer feedbac#!
Ride And Handling
"he engine is very smooth and noiseess and on the highway
we can #eep the constant speed of 3-#mBh! Eear changes are aso
smooth and troube free! Cassion Cro has the option of sef start and
#ic# start! "he eectricas are covered with round rubber coatings to
avoid the seepage of water in the rain! It gives around 80 #mp on
the highway and in the city traffic around 30 #mp! "he headights
are Auite sufficient to ight up the road upto 100mtrs in the compete
dar#! "he bra#es are very good aong with the weight of the bi#e
assuring the comfort eve! "he seat is wide enough to
accommodate both the rider and the piion without any compaint!
34
Variants, Price And Color
$vaiabe :oors of Hero Honda Cassion Cro are= ,ac# with
(ports 5ed, Nibrant ,ue, Leaf Ereen /etaic, (ports 5ed, ,ac#
with &rost ,ue and &orce (iver!
Crice of Hero Honda Cassion Cro ?(tarting Crice in Dehi, 0o#ata, ,angaore,
:hennai, Cune, /umbai@
City Ex. Show
Roo
On Road City Ex. Show
Roo
On Road
De!hi Rs.
43,000/-
Rs.
45,489/-
"o!#ata Rs.
43,500/-
Rs. 49,825/-
$an%a!ore Rs.
43,600/-
Rs.
49,195/-
Chennai Rs.
43,600/-
Rs. 49,085/-
P&ne Rs.
43,819/-
Rs.
48,969/-
'&(ai Rs.
45,000/-
Rs. 50,292/-
3-
Te)hni)a! Spe)i*i)ations o* Hero Honda Passion Pro
En%ine
Type OHC, 4-stroke, Air Cooled
Displacement 97.2 cc
Max. P!e" 7.8PS @ 8000rpm
Max. T"#$e 8.04Nm @ 400rpm
S&spension
%"nt
&$spensin
!elescopic H"dr#$lic S%ock A&sor&ers
Rea"
&$spensin
S'i() Arm 'it% -Step
Ad*$st#&le H"dr#$lic S%ock A&sor&ers
$ra#e
%"nt +(ter(#l ,-p#(di() S%oe !"pe .1/0mm0 1
240mm 2i# 2isc
Rea" +(ter(#l ,-p#(di() S%oe !"pe .1/0mm0
Tyre
%"nt Ty"e 2.7 - 18 - 4 P3 1 42P
Rea" Ty"e /.00 - 18 - 4 P3 1 2P
Diensions
'e"( )ei*+t 117 k)
)+eel(ase 12/ mm
E!e)tri)a!s
,atte"y 125- 2. A%.kick st#rt01 125- A%.sel6 st#rt0
-ea. /amp /7 1 /7 - H#lo)e(
F&e! Tan# Capa)ity
%$el 0apacity 12.8 ltrs
33
+enera! in*oration
'ode!, Hero Ho(d# P#ssio( Pro
-ear, 2010
Cate%ory, Sport
Ratin%, 40.9 o$t o6 100. S%o' 6$ll r#ti() #(d comp#re 'it% ot%er
&ikes
En%ine and transission
Disp!a)eent, 97.0 ccm ..9 c$&ic i(c%es0
En%ine type, Si()le c"li(der, 6o$r-stroke
Power, 7./7 HP ..4 k700 @ 700 3P8
38
Tor.&e, 8.04 Nm .0.8 k)6-m or .9 6t.l&s0 @ 400 3P8
Copression, 9.091
$ore x stro#e, 0.0 - 49. mm .2.0 - 1.9 i(c%es0
F&e! syste, C#r&$rettor
F&e! )ontro!, OHC
I%nition, 2i)it#l C2+
Coo!in% syste, Air
+ear(ox, 4-speed
Transission type/
*ina! dri0e, C%#i(
C!&t)h, 8$ltipl#te, 'et
Chassis/ s&spension/ (ra#es and whee!s
Front s&spension, !elescopic
Rear s&spension, S'i() #rm
Front tyre diensions, 2.7-18
Rear tyre diensions, /.00-18
Front (ra#es, ,-p#(di() &r#ke .dr$m &r#ke0. Optio(#l disk
&r#ke
Front (ra#es diaeter, 1/0 mm ..1 i(c%es0
Rear (ra#es, ,-p#(di() &r#ke .dr$m &r#ke0
Rear (ra#es diaeter, 1/0 mm ..1 i(c%es0
Physi)a! eas&res and )apa)ities
Dry wei%ht, 119.0 k) .242.4 po$(ds0
1ei%ht in)!. oi!/ %as/ et), 1/0.0 k) .284.4 po$(ds0
Power2wei%ht ratio, 0.0419 HP1k)
O0era!! hei%ht, 1,040 mm .41.7 i(c%es0
O0era!! !en%th, 1,980 mm .78.0 i(c%es0
38
O0era!! width, 720 mm .28./ i(c%es0
+ro&nd )!earan)e, 19 mm .4./ i(c%es0
1hee!(ase, 1,2/ mm .48.4 i(c%es0
F&e! )apa)ity, 12.80 litres ././8 )#llo(s0
Reser0e *&e! )apa)ity, 1.00 litres .0.24 )#llo(s0
Other spe)i*i)ations
Starter, ,lectric : kick
Co!or options, ;ree(, &l$e, red, &l#ck, sil<er
Coents, Optio(#ll" 'it%o$t electric st#rt.
F&rther in*oration
Parts and a))essories C%eck o$t p#rts #(d #ccessories 6rom o$r ot%er
p#rt(ers.
3s# .&estions =oi( t%e 10 Hero Ho(d# P#ssio( Pro
disc$ssio( )ro$p.
Ins&ran)e/ !oans/ tests C%eck o$t i(s$r#(ce %ere. Se#rc% t%e 'e& 6or
de#lers, lo#( costs, tests, c$stomi>i(), etc.
Re!ated (i#es ?ist rel#ted &ikes 6or comp#riso( o6 specs
3D
CHAPTER-4
HISTORY OF TRANSPORTATION AND
MOTORCYCLES
History of Transportation
Development of Transportation
Automobiles
History of Motorcycle
The Development of Machines
Manufacture of Two-Wheelers in India
Future for India Two Wheeler Industry
40
HISTORY OF TRANSPORTATION AND MOTORCYCLES
History of Transportation
"ransportation means movement of and his maters from
one pace to another in any part of earth It is the convergence or the
act of transporting from times immemoria main has been abe to
move him powerfuy infuenced by easy in# surface of the earthB
In spite of adverse circumstance man by hammering
nature whether it be directy or indirecty has e;pored and
e;poited the resources of the earth, the whees the sais, the steam
engine the interna combustion! 4ngine the eectronic motor are the
few andmar#s in transportation! "he greatest brea# through man in
the technoogy of fight promise of 21
st
century approached to be
copped by the roc#et engine! ,y this, main was free from
dependence or earth atmospheres and permitted him to visuai)e
traveing to the other paces!
41
Development of Transportation
,efore the cose of 1D
th
century, athough for two decades,
there was much e;perimentation in construe of vehices powered by
the interment combustion engine! "he fu impact fet by forms of
transport was product! ,efore the first word road transport, which
had begun to encroach on rai and water great strides between the
was and chaenged rai at the chief of both passenger and goods in
the 2 decades foowing word war II
Automobiles
$ sef'propertied passenger vehice designed to be
operated on ordinary roads may be caed an automobie! $ccording
to the services rendered the genera motor vehice may be cassified
into severa types namey motorcar, motorcyce, scooter etc! $
these vehices certainy reAuire fue! "his fue may be either
pectora or diese! "hey are the essentia fue reAuired for
automobie operation! ,ut in the present circumstances, as is #nows
to a the natura resources of petro and diese being consumed
42
rapidy which aert us the need of a new fue for which
e;perimentation is going on for instance the soar energy is trying to
be e;perimenta with!
History of Motorcycle
$ motorcyce is a vehice, which the principes of bicyce
and the interna combustion entire are combined! "he interna
combustion engine generay is a gasoine engine! "he term covers
a range of machine form -0cc piston dispacement or beow
?mopeds or motorcyces@ to 100cc mutipe cyinder modes of
which the K!( Harey + Davidson and India N " wins, the ,ritish
1000cc sAuare 4 aeria, and the 4 cyinder! Itaian /!N $ugusta is a
representative! "he term motorcyces aso covers motor scooters,
which have power unti from -0cc to 2-0 cc!
$n 4ngishmen, 4dward butter the first motorcyce in 1884
but the first motorcyce to appear pubicity was one buit by
9Eottied Daimer< of can start, 1urttemberg of germane in 188-
/otorcyce did not attain even sight pubic popuarity unti toward
43
the end of 1D
th
century! &rench and ,egium designers were among
the mar#ets of the practica motorcyce engines and motorcyce
increasing steadiy throughout the first 30 years of the20th century!
In both word wars, motorcyces were widey used for miitary
purposes and after 1ord 1ar II, an appreciation of the remar#abe
reviva of pubic interest in motorcyce, mopeds and scooter! In the
united states the year after the word be compared with that western
4urope $though at times, the continuing popuarity of two'
wheeers transport has been Auestioned, there is no doubt that it was
firmy estabished in the second haf of the 20
th
century the motor
provided a means of individua powered transport, combining
reiabiity, economy and comfort young peope had aways been
Auic# to appreciate its advantages moreover the sporty and trave
appea of the two'wheeer e;panded yeary
The Development of Machines
"he deveopment of motorcyce was steady in the formative
years positioning of the poor unit varied but by 1D10, designers had
recogni)ed that the most practica point was two and centra ater
44
motorcyce or were attached by ong bets and pates to frames!
&rames were buiding up from stee tubing *oined by either weding
or barging!
4ary singe cyinder commercia motorcyce persisted in the
second haf of 20
th
were four stro#es, in which vaues were
empoyed with the compressing firing in one direction ?upward or
down word@ ony many beow 2-0cc capacity were 2 stro#es
through a succession of passage wa and parts, "he 4uropean
method of rating an engine is by the voumetric! "he house power
rating is used in some countries, incuding the Knited stares a rough
eAuivaent in between 8to10 HC per 100cc for modes with 2 to 4
cyinders!
/utipe cyinders ensure smooth running and because ight
weight modes cheap to run and easy to maintain two of the
foremost ,ritish design the four stro#es 1D2cc water cooed
veocity L4 and the 2 stra#e 2-0cc aeria had was for themseves
for most positions combustive and ignition were greaty improved
over even the method of years earier and bore tite resembance to
4-
the sedimentary forms on pioneer motorcyces the combustive was
a compact and reiabe instrument measuring! "he sparsey the
prepositions of fue and abe to serve indefinitey without ma*or
ad*ustments! 4ementary tube ignition had given way to advance
forms of eectrica generation by means of magnetic or an induction
coi
"he magneto was either separate price of mechanism
driver from the engine by means of gearing a chains or more
integra with the fywhee!
Manufacture of Two-Wheelers In India
/ost of the two'wheeers industries do not manufacture a the
parts, usuay orders are paced the best industries which have
capacity to manufacture the right Auaity and Auaity in a specified
time certain industries purchase spare form sma industries as per
the instructions given by the government to deveop the sma
industries!
43
"he two'wheeer industry manufacture ony the main parts
i#e engine, gear unites whee drums etc! where as they purchase
combustor form words best manufacture i#e 9(C$:6<
9/I:$5,6< 965,I"$L< ,ecause this is the part which heps for
the better mieage! 6ther parts i#e tyres, tubes, bearings,
speedometer, shac# absorbers horns, bubs, cabes etc, are
purchased from certain recogni)ed industries! :ertain other things
i#e wiring pastic and fiber parts seats etc are purchased from
sma'scae units!
In the forgoing stee sheets are converted into this needs i#e
body cover chassis and other weded by eectroysis process, it is
then painted! "he parts are then sent to assemby section! "he
vehices are then ta#en into test ride on test trac#s! If the vehices
perform! 1e to the standards, the vehice is ready for dispatch!
Future for India Two Wheeler Industry
"wo wheeers in India is a gowing mar#et which no doubt by
the turn of country wi become the argest mar#et users oo#
forward to area of choice, as they have an option form severa
48
highy Auaity products which are priced and avaiabe at reasonabe
cast!
$s the 9eighties< faced a tremendous growth of two'wheeer
over 4 fod *umping from 4!20 a#h in the year 1D80 to 1824 a#s
1D8D! ,ut the 7ineties
9Hod out great chaenges ahead! If eighties was the decade for
Auaity 9mine these coud be the decade for Auaity! 4ngines with
higher fue efficienty ow maintenance cost e;ceent after saes
services penetration in to semi urban and rura arrears are the
important factors for surviva customers is a ware of the atest
technoogy of the products the buys!
48
Chapter-5
DEALER PROFILE
(SREE KARTHIK MOTORS)
Introduction
Capital structure of the firm
Infra structure Facilities
Organization chart
4D
DEALER PROFILE
Introduction
(ree #arthi# has been incorporated as a soe proprietor!
"he from was estabish in .une -
th
2003 the firm is ocated in 7!"
5oad shimoga
/r! 5aghu :!N started their carrier with the estabishment
of concern namey 9Copuar cyces<! Copuar tyres up the year 2003
which did their grand father start! "his concern is situated in ,y'
pass $nne;es 7!" 5oad (himoga! Later in they started another firm
namey (ree 0arthi#! 6urs showroom has a wor#shop > vacant
ha over our showroom measuring 14000!sA!ft! $so a vacant and
of appro;imatey 40R200 is sti vacant behind our buiding for our
future course of pans!
6ur wor#shop is measuring 4000 sA! ft! we are carrying out
around 80'D0'motorcyce service a day with good revenue! "he
wor#shop revenue is abe to maintain our tota e;penditure of our
business the profit from the new vehice wi ta#en care of interest
> other investment the reputation of our wor#shop for good Auaity,
-0
timey deivery > courtesies has added to our! Increase is saes >
aso the increase in our reporting at our wor#shop!
$s our reputation in saes, wor#shop is good we are confident
of ifting our firm to a greater new height!
Capital structure of the firm
/r! 5aghu!:!N contributed the tota sum of 5s D,00,000
for the estabishment of the firm as deposited in the company is 5s'
2-, 00,000 was borrowed form canara ban# (!/ circe shimoga this
fund was used for purchase of spare parts and other e;penses of the
showroom!
&rom 2000'2001 it e;pended to 1!2crore
2001'2002 it e;pended to 1!-crore
2008'200D it e;pended 2!3 crore
$t ! present year 200D'2010 it e;pended 3!- crore
-1
Infra structure &aciities
Land and building
"he firm has our and whose are in 13000 sA!ft! Incuding
showroom, wor#shop, spare parts section
Power:
"he tota eectric used by the firm is 400 units per month and 0 C "
: L suppies the same
Machinery
"he firm is we eAuipped with a reAuired toos! "hese are
reAuired for the toos in the firm are 5s -00000 in beginning! ,ut
#now it has that entire modern tota which reAuire in present day is
5s 100000
Office staff of the firm
"he office staff incudes!
1! /anager ?/anaging partner@
2! (aes e;ecutiveFs
3! 6ffice in charge
4! $ccountant
-2
-! (tore #eepers
3! "wo cer#s
8! :omputeri)es
8! "ypist
D! 5eceptionist
ORGANIZATION CHART
-3
/anaging Director
(aes
Incharge
(pares
Incharge
1or#s
/anager
$ccounts
Incharge
(ervice
$dvisor
(aes
Cerson
1 computer
operator
3 staff
1 computer
operator
3 service
supervisor
/echanics
> Hepers
2 staff
The marketing mix strategy of the firm
/ar#eting is anaysis panning and controing the firm
customer and the resources poicies, activities with a view to satisfy
the needs and wants of the chaser customs can be attracted by the
foowing four ways namey
1@ Croduct
2@ Crice
3@ Cromotion
6r of an artice in terms of money! 1ithout it we cannot buy
or sae any thing price of a product consists of the physica produce
product pus the bunde of e;pectations! "he product shoud be
worth the price ony then woud be the consumer bean satisfied!
"hus is case of the Hero Honda motor imited they have fi;ed
reasonabe prices for their vehices and thus great demand in the
mar#et!
Promotion
It is an activity connected with the promoting the saes! It
may aso mean mar#et communicationI Cromoting invoves
advertising personne deaing deaers and soes promotions
advertising mean nothing but a paid form of non'personne
preservation and promotion ideas! Eood services by an identified
-4
sponsor It is a form of pubicity! (oes promotion pans are
reAuired to attract the attention of the consumer and created a
demand for the product!
Advertising planning at Sree Karthik
"he advertising poicies adopted by the (ree 0arthi# are as
foows=
1@ 7ews advertisement
2@ Demonstration of the vehices in rura areas through mobie
service van
3@ 6rgani)ing sports of other cutura activities
4@ 5ecenty by the cabe "N advertisements
Distribution
It is the fow of goods from the producers or the
manufactures to the utimate consumers distiation canned
represent a chain of middemen participating in the transferring of
goods some of the channes are=
a@ /anufactures'whoe saes'5etaiers' consumers
b@ /anufactures' saes man'Deaers + consumers
c@ /anufactures'5etaiers'consumers
d@ /anufactures'consumers
--
In case of (ree 0arthi# they sti the products after receiving
from the manufactures that is Hero Honda imited! $s it is the
authori)ed deaers of Hero Honda in (himoga district
Sree Karthik
Crice ist of Hero Honda motorbi#es in (ree #arthi#
/ode Nehice
cost
Life
ta;
Insurance 5agd
charge
HC
enters
charge
"ota
reg
6n
road
Cassion 42!-D0 3,480 D30 48- 100 4,82- 48,41-
Cassion
pus D(
4-,22- 3,483 1,00- 48- 100 -,08- -0,2D8
Hero
Honda :D
38,8D0 3,D10 888 48- 100 4,38- 42,82D
Cassion
pus
38,8D0 3,028 D03 48- 100 4,-13 43,82D
Cassion
7SE
40,-D0 3,123 D2- 48- 100 4!333 4-!223
Dawn 33!834 2!831 8-D 48- 100 4!28- 41!03D
:D'Dawn 32,412 2,4D3 88- 48- 100 3,833 33,288
$/,
D5K/
4-,3D0 3,4D- 1,008 48- 100 -,088 -0,488
$/,
DI(H
48,113 3!80- 1,0-- 48- 100 -,34- -3,4-8
$/,
(4L4
-2,814 4,0-D 1,134 48- 100 -,888 -8,4D2
:,P DI(: -2,388 4,034 1,1D0 48- 100 -,80D -8,1D8
:,P
E6LD
-2,D2- 4!08- 1,288 48- 100 -,8-D -8,884
:,P (4L4 -8,83D 4,448 1,288 48- 100 3,320 34,08D
$/, 13-
D5
4-,3D0 3,4D- 1,008 48- 100 -,0DD -0,488
0$5IP/$ 80,280 3,181 1,3D3 48- 100 8,4-D 88,82D
-3
Form sub-Dealer places
(himoga
Harihar
(hi#aripuar
Honnai
,osavapatna
Hebri
Table shows yearly sales of the Sree Karthik
Oear (aes
2002'2003 2,400
2003'2004 3,400
2004'200- 4,400
200-'2003 -,400
2003'2008 3,800
2008'2008 8,-00
2008'200D 8,D00
200D'2010 8,400
-8
Chapter 6
SURVEY ANALYSIS AND INTERPRETATION
-8
SURVEY ANALYSIS
"his :hapter deas with the anaysis of data coected from the
survey of customer opinions about the Hero Honda Passion Pro
/otorcyce!
"he data has been anay)ed with reference to the stages invoved
in the purchase decision process of consumers viseI need arousa,
information search, and evauation of aternatives, purchase decision and
post purchase behavior of consumer!
In the case of study on consumer behavior the respondents pay
vita roe! Individuas and groups who satisfy their needs by obtaining
products or vaue from enterprises invoved in the manufacture of such
products or provision of such services are caed consumers!
In this chapter, we have anay)ed the data of respondents! "his
woud necessitate obtaining the accurate demographic profie of the
respondents!
$ convenient samping techniAue was made use of for this survey
and the number of respondents chosen was -0!
-D
1. Respondents Age Group
"he foowing tabe reveas the cassification of 5espondents
according to their age group!
Table-1: Classification of respondents based on age.


Source: Field survey
"abe'1 indicates the age group of respondents out of which 13G
of tota beong to the age group of beow 3- years, 20G respondents
beong to the age group of 2- to 30 years! 42G of respondents beong to
the age group of 30 to 3- years and the remaining 22G beong to the age
group of 3- years and above!
Age Groups No of Respondents Percentage
,eow 2- 8 13
2- to 30 10 20
30 to 3- 21 42
3- > above 11 22
"ota -0 100
30
Graph shows classification of respondents based on age
31
Below 25
16%
25 to 30
20%
30 to 35
42%
35 & above
22%
2. Educational qualification of respondents
"he 4ducationa Auaification of respondents has been cassified
into - categories as shown in the foowing tabe!

Table-2: Classification of respondents based on Education
Source: Field survey
"abe'2 indicates the educationa Auaifications of respondents!
6ut of tota 7o! 6f 5espondents 42G are educated up to graduation,
14G up to CK: 8G up to ((L:, 32G of respondents educated up to post
graduation and ony 4G of respondents have other Auaification!
Education Level No of Respondent Percentage
Kp to ((L: 4 8
CK: 8 14
Eraduates 21 42
Cost Eraduates 13 32
6thers 2 4
"ota -0 100
32
Graph shows educational qualification of respondents
33
4
7
21
16
2
0
5
10
15
20
25
Up to SSLC PUC Graduates Post Graduates t!ers
3. Occupational pattern:
6ccupation refers to the #ind of wor# with which an individua
becomes competey engaged! It is aso denotes the habitua
empoyment, profession, craft or trade of an individua! It is an
instrument of iveihood and an essentia factor in society!
In our study the occupation of the respondents has been cassified
into - categories as shown in the tabe'3
Table -3: Classification of respondents based on occupation.
Source: Field survey
Occupation No. Of Respondents Percentage
Eovt! 4mpoyee 3 12
Crivate 4mpoyee 1D 38
,usiness man 13 23
$gricuture 8 14
$ny other - 10
"ota -0 100
34
"abe 3 and ceary indicates the occupation of respondents! 6ut
of the tota number of respondents 23G beongs the business cass, 10G
beongs to the studentFs fo#, 12G of respondents are government
empoyees, 38G beongs to private empoyees and the remaining 14G of
respondents are agricuturist!
Graph shows classification of respondents based on occupation
3-
Govt "#plo$ee
12%
Pr%vate "#plo$ee
3&%
Bus%'ess #a'
26%
()r%*ulture
14%
('$ ot!er
10%
4. Income Group (Per Annum)
Income is considered to be one of the main determinants of oneFs
socia and economic position! "he statuses of individua differ on
account of income variation within the same occupation! It is the
income, which refects the standard of iving in the society! "he
foowing tabe represents yeary income of the respondents!
Table 4: Classification of respondent Based on income
Source: Field Survey
"abe 4 indicates income group of respondents, out of the tota
respondents 12G beongs to the income group of ,eow 5s -000, 24G
Income Group No. of Respondents Percentage
,eow 5s -000 3 12
-000 to 10000 12 24
10000 to 1-000 18 33
1-000 and above 14 28
"ota -0 100
33
beongs to the income group of -000 to 10000, 33G beongs to the
income group of 10000 to 1-000, and remaining 28G beongs to the
income group of 1-000 to $bove!
38
Graph shows classification of respondent Based on income
38
6
12
1&
14
0
2
4
6
&
10
12
14
16
1&
Below +s 5000 5000 to 10000 10000 to 15000 15000 a'd above
5) Different brands of motorcycles possessed by the respondents
"he faowing tabe respondents the owners of different brands of
motorcyces!
Table -5: Owners different brands of motorcycles.
Difference brands No. of
Respondents
Percentage
Hero Honda 20 40
5oya 4nfied 1- 30
"N( (u)u#i 10 20
,a*a* - 10
"ota -0 100
Source: field survey
"abe'3 indicates the owners of different brands of vehice, out of
tota respondents 40G respondents owned Hero Honda! 30G
respondents owned 5oya 4nfied, 20G of respondent s owned "N(
/otorcyces and remaining 10G of respondents owned Oamaha brand
vehices!
3D
Graph shows owners different brands of motorcycles
80
20
15
10
5
0
2
4
6
&
10
12
14
16
1&
20
,ero ,o'da +o$al "'-%eld ./S Su0u1% Ba2a2
6) Sources of vehicle information
"here are 7umber of sources of gathering the information about a
product or mode by the prospective buyer such as mass medias,
pamphets, mouth to month campaign and others! "he degree of impact
of these sources of information and buyers purchase decision ma#ing is
iustrated in the beow tabe'-
Table-6: Sources of information about the vehicle
Sources No. of
Respondents
Percentage
$dvertisement 1- 30
6bservations D 18
:ompany image 18 34
&riends > reatives 3 12
Cubicity 3 3
6ther sources 0 0
"ota -0 100
Source: Field survey
"abe'- ceary states that the sources of vehice information is
argey by company image that is 34G through advertisements 30G
friends and reatives 12G by observation 18G pubicity i!e! mouth to
mouth campaign and genera trend is ony 3G
81
Graph shoes sources of information about the vehicle
82
15
3
17
6
3
0
0
2
4
6
&
10
12
14
16
1&
(dvert%se#e't bservat%o's Co#pa'$
%#a)e
4r%e'ds &
relat%ves
Publ%*%t$ t!er sour*es
7. Facilitates expected from the dealer.
Table-7: Facilities expected from the dealers
Source: Filed survey
"he above tabe indicates the various faciities e;pected by the
customers from a deaer the tabe ceary shows that arge number of
customers fees after saes service is very essentia and needed, it amount
to 34G of the tota respondents! "he other important faciities that tare
e;pected by the customers from the deaers are instament! &aciity,
Facilities Respondents Percentage
$fter (ae services 18 34
Ceriodic chec#ing 4 8
Instament faciity 1D 38
Euarantee 8 14
6thers 3 3
"ota -0 100
83
amounts to 38G, periodic chec#ing 8G and the guarantee, which
amounts to 4G! "he other faciities e;pected by the customers are Auic#
serviceI good spare parts e;ecution etc, which amounts to 3G of the tota
respondents!
84
Graph shows facilities expected from the dealers
8-
17
4
13
7
3
0
2
4
6
&
10
12
14
16
1&
20
(-ter Sale serv%*es Per%od%* *!e*1%') 5'stall#e't -a*%l%t$ Guara'tee t!ers
8. Analysis of Passion Pro performance
Factors
No of Respondents
Total
Good Fair Bad
/ieage 40 - - -0
$fter (aes service 12 23 1- -0
Durabiity 28 1D 04 -0
Crice 3 30 14 -0
/aintenance 1- 23 D -0
Design > outoo# 3- 12 3 -0
:onvenience > safety 2- 23 02 -0
Cerformance 33 14 0 -0
83
Graph shows analysis of Passion performance
88
40
12
27
4
1
/
2
/4

2/
19
/0
24
12
2/
14

1
4
14
9
/
2
0
0

10
1
20
2
/0
/
40
4
8
i
l
e
#
)
e
A
6
t
e
r

S
#
l
e
s
s
e
r
<
i
c
e
2
$
r
#
&
i
l
i
t
"
P
r
i
c
e
8
#
i
(
t
e
(
#
(
c
e
2
e
s
i
)
(

:
o
$
t
l
o
o
k
C
o
(
<
e
(
i
e
(
c
e
:

s
#
6
e
t
"
P
e
r
6
o
r
m
#
(
c
e
Buying Decision Process
:onsumer, buyer behavior is a process invoving a series of
reated and seAuentia stages of activities! "he process begins with
the discovery and recognition of an unsatisfied need or ant! It
becomes as drive! :onsumers begin a search for information,
foowed by evauation of aternatives and a purchase decision!
"hen we have a period of post purchase behavior during which the
consumer evauates the purchase and the satisfaction it is or is not
deivering! Let us now describe briefy the five steps in the purchase
decision Crocess!
1) Perceived want or desire
,uying process begins when a person begins to fee that a
certain need or desire has assign and it has to be satisfied, 7eeds
may be ignited by interna stimuus or some e;terna stimuus caed
a sign or cue! "he intensity of want wi indicate the speed with
which a person wi move to fufi the unsatisfied want!
2) Information search
"he person wi have to search for reevant information about
the brand, ocation and the manner of obtaining the product!
:onsumer can tap many sources of information! 4!g! famiy,
friends, neighbors, opinion eaders etc, mar#ets aso provide
88
reevant information through advert sign, deaers, and saes
promotion! 1e have aso mass media i#e newspaper! 5adio,
"eevision etc!
3) Evaluation of alternatives
$vaiabe information can be empoyed to evauate the
aternatives ?Croduct or brands@! "his is the critica stage in the
process of buying, particuary for costy goods! "here are severa
important eements in the process of evauation!
$ product is viewed as a bunde of attributes! "hese attributes
or features are used for evauating aternative brands!
4) Purchase Decision
1hie the consumer is evauating the aternatives, He with
deveop, some i#es and disi#es about the aternative brands! "his
attitude toward brands infuences his insertion to buy, other factors
infuence the intention to purchase areI socia factors such as
attitude of reference group members on whom he reies for fina
seection! (ituationa factors i#e avaiabiity, deaerFs terms and
conditions, faing prices due to recession, oss of *ob or
empoyment etc!
8D
5) Post purchase behavior
&eedbac# information is important as far as the seer is
concerned! $ brand preference naturay repeats saes to a mar#eter!
$ satisfied buyer is a sient advertisement! Is the purchased brand
fais to give the e;pected satisfaction to the buyer, it affects the
saes negativey! $ satisfying e;perience of a buyer tends to
strengthen the brand preference!
80
Factors influencing in buying decision of two wheelers
1) Mileage:
/a*ority of the respondents have considered mieage as a
very significant factor in infuencing the seection of two wheeers!
"he consumer who is assured of Auaity of products, then he oo#s
for minimum operationa e;penses! 4ven increasing price of
petroeum products has made the consumer to prefer the vehices
with e;tra mieage!
2) Price=
"he initia cost of the vehice is another important infuencing
factor in buying decision! "his is especiay important in a
deveoping country i#e India where many peope strugge to ta#e
both ends meet together!
4ven discount offers, cash down payments, bearing the cost
of registration, insurance, etc, by the deaers have aso infuenced
the prospective buyers to ta#e buying decisions of two wheeers
3) Appearance:
It is aso one of the important which infuences in seection of
two wheeers! 4very motorcyce has its own appearance! $
81
motorcyce shoud be so designed that the consumers shoud fee
pride of owning it! "he younger generation is infuenced by this
factor!
4) Technology:
"echnoogy pays a vitas roe in seection of two wheeers!
,ecause it brings sophistication into ife! It gives more and more
comfort features! (o that easy to start, easy to ride, troube free
performance is achieved!
5) Durability:
1hen the customer are paying for the product! $s the two'
wheeer is a ong'term investment! Durabiity of the bi#e is an
important factor which infuences in buying decision
6) Resale value:
$ few respondents have considered resae vaue of the bi#e is
an important factor which infuences in purchasing! It is so because
few owners have the hobby of charging their vehices often! "he
government service and other empoyees have stressed more for this
factor and business group have not!
82
7. Colors:
7ow a dayFs customer desired to have their bi#e with
different coors! ,ut they have e;pressed that they do not have
variety of coors choice! It is aso an important factor in buying
decision because the customers are switch over to other motorcyces
when theyFre desired coors of bi#e is not!
8. Less Repair:
"he two'wheeer is a vehice, which is continuousy used!
4ach and every buyer e;pects troube free performance! (o, it is
aso one of the important infuencing factors whie purchasing a
motorcyce!
9. Quality:
7ow a dayFs buyers are becoming Auaity conscious! "he
two' wheeer is an assemby of various parts!
"he Auaity of each and every part is essentia in maintaining
the overa Auaity of the two'wheeer! (ome of the respondents
have opines that Auaity of the motor cyce is aso one of the
significant factors which infuences in buying decision
83
10. After sales service:
$fter saes service rendered by the deaers is aso one of the
infuences factor whie purchasing a motorcyce! Ceope want to
purchase motorcyce at a showroom where after saes service is
very good and Auic#!
11. Safety driving:
5oad grip and other technoogy of safe riding is a very
important factor infuencing in seection of two wheeers! "he
customer who is assured of Auaity of product, then we oo#s for
convenience of riding even increasing accidents of two wheeers
has resuted consumer to prefer motor cyces which are safe to ride!
12) Credit quality:
1hen ever the deaers offer credit faciity! "hen the
customers are gains to purchase motorcyces! Lower as we as
midde cass peope have stressed this factor as important whie
purchasing a motorcyce!
84
Chapter - 7
FINDINGS, SUGGESTIONS AND CONCLUSION
8-
Findings, Suggestions and Conclusion
$fter anay)ing the responses received from the Hero Honda
/otor :yce users of different brands with care and thoroughness!
"he faowing concusions have been drawn! Impementation of it
may ead to greater satisfaction of the needs and wants of
consumers as we as a arger mar#et share and more profitabe
resut manufacturers!
(ome findings have aso been made for Hero Honda Passion
Pro i#e Hero Honda Cassion, Hero Honda :D ((, Hero Honda
(ee#, Hero Honda C$((I67, Hero Honda ("5B ("D, Hero
Honda ("5, DLS= Hero Honda :,P DI(:, :,P E6LD, D$17=
$/,I"I67 ?D5K/@, $/,I"I67 ?DI(:@, $/,I"I67 ?DI(:
1I"H (4L&@, $/, 13-, 0$5IP/$, Cassion! Hero Honda (treet
.oy etc! $fter studying the consumer behaviour of these
motorcyces as we as the users of other motorcyces!
FINDINGS: (Findings of motor cycles)
(ummaries of the findings drawn are presented beow!
Brand Popularity
83
Hero Honda Cassion and Hero Honda Cassion motorcyces
are the most popuar motor bi#es and respondents are aware of its!
"he other vehices of the same company i#e, Hero Honda (ee# is
awareness when to Hero Honda Cassion are having grater
awareness! 7owadays Cassion is number on 1 in mar#et and its
competitor "N( Nictor and ,o;er have grater demand in mar#et the
other companies aso reai)ing a competitive products in the mar#et!
,ut Hero Honda Cassion is the most popuar motorbi#e
speciay the younger generation!
Factors influencing brand choice
/ost of the respondents are infuenced by the popuarity of
the motorbi#es, advertisements other factors! $mong the popuar
motorbi#es! Hero Honda is the ony bi#e, which has more number
of users who were infuenced by advertisements when compared to
the other va1iabe popuarity!
Influence of information on motorcycle
:ompany image advertisements and f1iends and reatives are
the chief methods of receiving information regarding two wheeers!
It can be concuded that there is a cose reationship between these
three ma*or ' sources of information, $dvertisement and friends and
reatives coud have ed them to try a different motor cyces!
88
Past is users of the reasons for changes
"he chief reason for discontinuing being avaiabiity of better
aternative! Crice is high when compare to other aternative,
interpersona infuence and decine in Auaity of spare parts!
Influence of advertisement
$udio'visua media has the greatest infuence on the
consumer%s awareness and purchase decision of 100 :: motorbi#es!
It is foowed by the printed media has the east impact!
"he findings and concusions drawn after anay)ing the data
coected with reference to Hero Honda Cassion are very popuar
when compare to other 100 :: bi#es, ,ecause Hero Honda Cassion
have own company image!
"he chief product features, which infuence brand choice in
the case of Hero Honda motorbi#es, are Auaity durabiity, mieage,
technoogy and price!
"he main factors, which infuence the bran preference, are
company image among customer! Hero Honda motor imited is best
which is greater popuarity of its vehices!
88
Suggestions
&rom the findings and concusions reached! $fter the carefu
study of the data coected from the survey of consumers of Hero
Honda Cassion the foowing suggestions are put forwarded!
Regarding Hero Honda Passion
/a*orities of consumers are not satisfied with the price! "hus
research shoud be underta#en to reduce the price of the product!
"hen this woud ead to greater popuarity of motorcyces and in
case reduce the price most of "he customers i#e ower eve peope
aso wiing to buy it due to its comfort! $nd it satisfied in a ways
to a eve of user%s providing space for carrying the uggage, some
respondents are want is providing the space for carrying the
uggage!
(afety driving cost are the other factors in the order
preference thus it can been seen that safety driving that is road grip
of the vehice whie riding is considered as very important as
compared to it%s cost!
"he study has reveaed that consumer%s Auaity of
performance and mieage as the most important factors infuencing
the seection of a two'wheeer!
8D
:ompany image ma*ority of the consider the company image
whie purchasing the bi#e is an important as fue economy of the
vehice!
/any of the respondents have indicated that resae vaue of
the vehice is important
(pare parts costs are very high compare to other vehices
spare parts, "he researchers shoud be under ta#en to reduce the
cost of spare parts the utimatey repair cost is ow then this woud
ead to greater purchasing activity of Hero Honda Cassion!
/a*ority of the respondents suggested for the improvement of
fue efficiency of the vehice, Auaity reduction in price and better
after saes service!
(ome of the respondents suggested for the improvement of
shoc# absorb bush of the vehice! ,ecause of shoc# absorb bush
Auaity is not good!
(ome of the respondents suggested for the tan# improvement
of petro tan# durabiity!
"he recent trends shoud be considered whie introducing new
motorcyce in to the mar#et!
D0
"he above given suggestion, to some e;tent provide weath of
information which it made use of coud enabe the manufacturers of
two wheeers to formuate a sound mar#eting strategy to increase
this saes to compete with other two wheeer companies and aso to
increase the pubicity and to get more profitabe resuts!
Conclusion
"he Hero Honda motorbi#es are very popuar in case of above
2-'4- years age group rather than beow and above this age
group!
"he ma*or buyers of Hero Honda Cassion are from upper midde
cass!
"he Hero Honda motorbi#es are very popuar in case of business
cass rather than the government service peope!
4;isting users infuence ma*orities of the buyers!
/ost of the buyers are infuenced by the advertisement and
company image!
/a*ority of buyers give importance to mieage because of the
higher fue cost!
D1
/a*ority of the users are satisfied with these vehices!
&ew users are not satisfied with the after saes service rendered
by authori)ed deaers!
&ew or most of the users are not satisfied by safety driving
In Hero Honda Cassion advertisement the catch word 9"he new
economy #ing< and has acAuire the more number of buyers!
Annexure
Questionnaire
Bibliography

D2
Questionnaire
Dear Respondents,
I am a student of fina year ,,/ studying in Dr! $mbed#ar
:oege, (himoga, $s a part of my study, I have underta#en a pro*ect
report on 9Consumer Attitude Towards Hero Honda Passion Pro - a
case study of 9Karthik Motors, (himoga!
I woud be gratefu if you coud spare a few moments to fi this
Auestionnaire and give me some of your vauabe suggestions, Tthe
information that is given by you wi be used ony for academic purpose!
"han#ing you,
Oours faithfuy
$rshad $hamed
1! 7ame =
2! $ddress= UUUUUUUUUUUUUUUUUUU
UUUUUUUUUUUUUUUUUUU
3! $ge group
a! ,eow 2-years V W c! 30 to 3-years V W
b! 2- to 30 years V W d! 3-years and above V W
4! 4ducationa Auaification!
a! Kp to ((L: V W c! Eraduation V W
b! C!K!: V W d! Cost Eraduation V W
e! $ny other ?specify@'''''''''''''''
D3
- 6ccupation
a! Eovt empoyee V W c! $gricuture V W
b! Crivate empoyee V W d! ,usiness V W
e! $ny other ?specify@ UUUUUUUUUUUUUUUUUUU
3! /onthy income!
a! ,eow 5s!-000 V W c! 5s!10000 to 5s! 1-000 V W
b! 5s!-000 to 10000 V W d! 5s!1-000 and above V W
8! Do you own a bi#e2
Oes V W 7o V W
8! If yes, name the brand!
a! Hero Honda V W c! "N( (u)u#i V W
b! ,a*a* V W d! 5oya 4nfied V W
e! $ny other ?specify@ V W
D! Oear of purchaseUUUUUUUUUUUUU
10! Do you ride bi#e2
a! 5eguary V W b! 6ccasionay V W
11! Oou need two'wheeer because of
a! 7ecessary V W c! Crestige V W
b! (tye V W d! $ny other specify V W
D4
12! How do you come to #now about the vehice2
a! $dvertisement V W d! :ompany image V W
b! &riends and reatives V W e! Cubicity V W
c! 6bservation V W f! any other'''''''''''''
13! If you have come to #now through advertisement pease name of the
media!
a! 7ews paper V W c! ratio V W
b! /aga)ines V W d! "eevision V W
14! $re you satisfied with the advertisement of your motorcyce!
Oes V W 7o V W
1-! 1hich factors do you consider whie purchasing the motorcyce2
?Cease ran# them in order of your preference@
1! /ieage V W 8! Less repair V W
2! Crice V W D! :redit faciity V W
3! $ppearance V W 10! Cower Bpic#up V W
4! "echnoogy V W 12! 4asy to ride V W
3! :oors V W 13!$fter saes service V W
8! Xuantity V W 14! &ee proud to own if V W
13! 1hat faciity do you e;pect from your deaer2
a! $fter saes service V W d! Instament chec#ing V W
b! Ceriodic chec#ing V W e! Euarantee V W
c! $ny other ?pease mention@ '''''''''''''''
D-
18! $re you satisfied with your deaerFs service2
Oes V W 7o V W
If no, why2 '''''''''''''''
18! 1hat is your opinion about the Hero Honda motorcyce!
a! High V W
b! 5easonabe V W
c! Low V W
1D! 1hat is your opinion about Cassion Cro performance2 5espect the
foowing2
4;ceent Eood &air ,ad
/ieage
Crice
/aintenance
Durabiity
Design and outoo#
$fter saes service
:onvenience and safety
Cerformance
20! Oour suggestions= UUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU
"han# you,
Cace= (ignature
Date=
D3
BIBLIOGRAPHY
Textbooks
/ar#eting /anagement! ' Chiip #oter
Crincipes of /ar#eting! ' Chiip 0oter
:onsumer ,ehavior! ' (*ua!5!7air
Newspaper
4conomics "imes
"he "imes of India
Web Site
www!herohonda!com
www!autoindia!com
www!googe!com!
D8