1. A
MAJOR RESEARCH PROJECT
ON
A COMPARATIVE STUDY ON
BUYING BEHAVIOUR OF COSTOMERS BETWEEN HERO HONDA
AND TVS MOTORS A PARTIAL ANALYSIS OF INDORE
Submitted to DAVV (Indore)
In partial fulfillment of
The degree of
MASTER OF BUSINESS ADMINISTRATION (2009-11)
Guided by Submitted by
AMIT VIJAY PATIL VARUN CHANDWANI
Asst.Prof. ABHINAV TRIVEDI university –DAVV, Roll no.-09150404
Vindhya Institute of technology & science
Devi AhilyaVishwa Vidyalaya, Indore
1
(M.P.)
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2. Vindhya Institute of technology & science
Devi AhilyaVishwa Vidyalaya, Indore (M.P.)
Certificate
This is to certify that Mr/ VARUN CHANDWANI of MBA 4th Sem in the
academic year (2009-2011) of Vindhya Institute of technology & science
DAVV, Indore has completed the project report entitled “…A COMPARATIVE
STUDY ON
BUYING BEHAVIOUR OF COSTOMERS BETWEEN HERO HONDA
AND TVS MOTORS A PARTIAL ANALYSIS OF INDORE.” towards the
partial fulfillment of degree of Master of Business Administration (Full Time)
Under my guidance. He/She has carried out this project with full dedication &
sincerity and this report is a satisfactory account of his/her work
Date: Guide Name
2
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3. Vindhya Institute of technology & science
__
Devi AhilyaVishwa Vidyalaya, Indore (M.P.)
Declaration
I VARUN CHANDWANI hereby declare that the Major Research Project
entitled “…A COMPARATIVE STUDY ON
BUYING BEHAVIOUR OF COSTOMERS BETWEEN HERO HONDA
AND TVS MOTORS A PARTIAL ANALYSIS OF INDORE” submitted by me
to Vindhya Institute of ___________ & __________, Indore towards the partial
fulfillment of the Degree of Master of Business Administration (full time)
represents my own work except for the guidance and / or suggestion received
which has been suitably acknowledged.
Date: (VARUN CHANDWANI)
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4. Acknowledgment
The feeling of acknowledgement some thing and expressing it in words are two things apart. It
is weakness, but we honestly admit that when we truly wish to express our warm gratitude and
indebtedness towards somebody, we are always at loss of word.
The project could not have been completed without support extended to me by “GUIDE
NAME”. He/She had faith in me and urged me to do things innovatively, which helped me to
successfully complete my project.
I also like to express my gratitude towards “HELPING PERSON/MANAGER OF
THEFIRM / COMPANY (A COMPARATIVE STUDY ON
BUYING BEHAVIOUR OF COSTOMERS BETWEEN HERO HONDA
AND TVS MOTORS A PARTIAL ANALYSIS )”
to undertake my research from “COMPANY / FIRM”
I would also like to thank “Abhinav Trivedi / Helping”, whose invaluable support was
necessary for me to achieve my objective and finally a word of gratitude to my parents & all my
friends who were always there with their support and encouragement.
(VARUN CHANDWANI)
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5. INDEX
CHAPTER CONTENTS PAGE
NO.
• Title Page.
• Certificate from .
• Acknowledgement.
• Declaration
• Table of Content.
CHAPTER Abstract / Executive Summary
1
CHAPTER INRODUCTION
2 Conceptual Framework
Rationale of Study
Objective of Study
CHAPTER
3 Literature Review.
CHAPTER Methodology
4 The Design.(Hypothesis )
The Sampling.
Data Collection Methods.
The Tools
CHAPTER
5 Result
Findings and Discussion
5
Summary of Result
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CHAPTER

6. 6 Conclusion and Suggestion
Conclusion
Suggestion
CHAPTER
7 Future Implications of the Study
CHAPTER Limitation
8
CHAPTER
9 BIBLIOGRAPHY
CHAPTER WEBLIOGRAPHY
10 REFERENCES
CHAPTER Appendices.
11 (Questionnaire, Sample, Statistical tables, and
any other additional relevant material)
CHAPTER
12
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7. 6- EXECUTIVE SUMMARY:-
• The Automobile sector is one of the fastest growing manufacturing sectors in India.
• In the 90s the industry witnessed an average growth rate of above 20 percent.
• Indian Automobile Industry is characterized by a very high percentage (75 per cent) of
two wheeler production, ranking second only to Taiwan.
• The world leaders in the sector are evincing keen interest in establishing manufacturing
facilities for manufacturing and assembling components.
• A politically stable and vibrant State, is centrally located with the support of seaports,
international airports, assured and reliable power supply, abundant water, broad base of
auto component manufacturers, highly trained, skilled and disciplined manpower and is
therefore, the preferred location for Automobile industries.
• The interest of the state has been duly noted by Global Auto Majors, who have indicated
their interest to consider Andhra Pradesh for establishing manufacturing facility.
• The Government is also formulating an Auto Policy, which would give a proper direction
to the growth of the sector.
• There are more than 20 auto –component manufacturing companies in the State,
manufacturing components such as grey-iron castings, precision aluminum castings, leaf
springs, oils and lubricants, diesel fuel injection equipment, electronics and auto
electronics and auto electrical, front axles, gears, forging, machined components, pressed
metal components, pistons, cylinder liners, nozzles, delivery valves, starter motors,
alternators, electronic regulators, high pressure die castings, clutch covers, fuel
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8. 7 - INTRODUCTION :-
INTRODUCTION OF TVS
The TVS Group is one of India's largest industrial conglomerates. TV Sundram Iyengar and Sons
Limited, established in 1911, is the parent and holding company of the TVS Group.
TVS Motor Company is the third largest two-wheeler manufacturer in India and one among the
top ten in the world, with annual turnover of more than USD 1 billion in 2008-2009, and is the
flagship company of the USD 4 billion TVS Group. With a workforce of over 5000, the
company has 4 plants - located at Hosur and Mysore in South India, in Himachal Pradesh, North
India and one at Indonesia. The company has a production capacity of 300 thousand units a year.
TVS and Sons also distribute Heavy Duty Commercial Vehicles, Jeeps and Cars. It represents
premier automotive companies like Ashok Leyland, Mahindra and Mahindra Ltd., Fiat and
Honda. It also distributes automotive spare parts for several leading manufacturers.
TVS & Sons has grown into a leading logistics solution provider and has set up state-of-the-art
warehouses all over the country. It has also diversified into distributing Garage equipment that
ranges from paint booths to engine analyzers and industrial equipment products.
GROUP COMPANIES
With steady growth, expansion and diversification, today TVS commands a strong presence in
various fields-two-wheelers, automotive components, automotive spares, computer peripherals
and finance.
Lakshmi Auto Components Limited - Large OE supplier of two wheeler gears and camshafts.
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LUCAS INDIAN Service Limited (www.lucasindia.com) - Company looks after the distribution
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of auto electrical components all over India.

9. AXLES INDIA LIMITED - A joint venture with Eaton Limited, U.K. Manufactures axle
housings and
COMPANY AT PRESENT & IN FUTURE
Successfully launched the Victor and Fiero-F 2 models after parting ways with Suzuki.
Two wheeler markets show sign of revival after a lackluster first half.
The company is suffering a decline in volumes due to poor response of its two strokes
Max motorcycles.
Recently launched the TVS Centra and 125 cc TVS Victor GLX and four stroke Max in
the pipeline, which would be launched later this year.
Plans major foray into three-wheeler and quadricycles market through fresh
investments of Rs 500 crore.
Actively looking to set up manufacturing unit in Indonesia or Vietnam.
Strong focus on R&D and product development. drive heads for heavy and light
commercial vehicle
APACHE THE SAVIOR
TVS launched Apache RTR 160 cc model in September 2008, with its ultra modern
technology for Indian bikes has proved to be a big success. The success of TVS Apache
is especially significant because it was developed with indigenous technology.
Two stroke Max Range – On the way out
The company is currently looking forward to phase out its two stroke Max range, which
is perceived to be less fuel efficient with a new four stroke range. The changeover is
expected to take place by the end of June 2009.
Two new launches could out TVS on a high growth Trajectory
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10. TVS Centra a new 100 cc model has recently been launched and the company has set
ambitions targets of achieving monthly sales in the range of 15000-20000 bikes per
month.
Also, a new upgraded 125 cc TVS Victor has been launched which will improve the
trajectory of the company.
Three wheeler project- entering a new market
TVS Motor has set the stage for entry into the three-wheeler markets with the setting up
of a new plant at Nanjangud, near Mysore in Karnataka. We understand that the
company would be targeting the sub-one ton passenger and goods carriers segment of
the market.
With an investment of about Rs 50 crore in phase-1, it will cater to both passenger and
cargo segments. The total investments for the three wheeler and four-wheeler
quardricycle project are expected to be in the range of Rs 500 crore in the next two-
three years. It plans to go with petrol version of three wheelers and expects higher
demand to come from B class towns. The company expects higher margin and low
competition in three-wheeler business as compared to its two-wheeler business. Three
wheeler sales have grown at a CAGR of 7% over the last 9 years to 2.26 lakh units FY
03, and are expected to grow at the same rate for the next five years. TVS is expected to
roll out its first three-wheeler by the end of FY05 to garner a 30% market share with
around 100,000 unit sales by the end of FY08.
TVS MOTOR COMPANY
TVS Motor Company Limited, part of the TVS Group, is one of India's leading two-
wheeler manufacturers. With a turnover of over Rs.2700 crores, the Company
manufactures a wide range of motorcycles, scooters, mopeds and scooterettes. Little
wonder, it boasts of more than 7 million happy customers.
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The chapter called two wheelers in India begins…..
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11. The year was 1980. And it is a year to remember for the Indian two-wheeler industry.
For it was this year that saw India's first two-seater moped, TVS 50, rolling out on the
Indian roads. For some it was freedom to move. For some, shorter distances to span.
For the Indian Automobile sector, a breakthrough to be etched in history.
With the joint venture with Suzuki Motor Corporation in 1983, TVS-Suzuki became the
first Indian company to introduce 100 cc Indo-Japanese motorcycles in September
1984. Through an amicable agreement the two companies parted ways in September
2001.
Unmatched Performance
Today TVS Motor Company has the largest market share in the moped category with a
whopping 65.3% and is also the undisputed leader in the scooterette segment with
34.3% share. It also holds 18.3% market share in motorcycles. Graph
Wide Network
With a strong sales and service network of 500 Authorized Dealerships, 1018
Authorized Service Centres and over 864 Certified Service Points, TVS is growing
from strength to strength.
World Class Facilities
The company manufactures its motorcycles, scooterettes and mopeds at its state-of-the-
art factories in Mysore and Hosur.
Product Range
TVS offers a wide range of two-wheelers
- Motorcycles - TVS Centra / TVS Victor / TVS Fiero F2/ TVS Max 100/ TVS Max
100 R
- Scooterettes - TVS Scooty Pep/ TVS Scooty 2S
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- Mopeds - TVS XL Super/ TVS XL Super HD
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12. VISION
TVS Motor - Driven by the customer
TVS Motor will be responsive to customer requirements consonant with its core
competence and profitability. TVS Motor will provide total customer satisfaction by
giving the customer the right product, at the right price, at the right time.
TVS Motor - The Industry Leader
TVS Motor will be one among the top two two-wheeler manufacturers in India and one
among the top five two-wheeler manufacturers in Asia.
TVS Motor - Global overview
TVS Motor will have profitable operations overseas especially in Asian markets,
capitalizing on the expertise developed in the areas of manufacturing, technology and
marketing. The thrust will be to achieve a significant share for international business in
the total turnover.
TVS Motor - At the cutting edge
TVS Motor will hone and sustain its cutting edge of technology by constant
benchmarking against international leaders.
TVS Motor - Committed to Total Quality
TVS Motor is committed to achieving a self-reviewing organization in perpetuity by
adopting TQM as a way of life. TVS Motor believes in the importance of the process.
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People and projects will be evaluated both by their end results and the process adopted.
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13. TVS Motor - The Human Factor
TVS Motor believes that people make an organization and that its well-being is
dependent on the commitment and growth of its people. There will be a sustained effort
through systematic training and planning career growth to develop employees' talents
and enhance job satisfaction. TVS Motor will create an enabling ambience where the
maximum self-actualization of every employee is achieved. TVS Motor will support
and encourage the process of self-renewal in all its employees and nurture their sense of
self worth.
TVS Motor - Responsible Corporate Citizen
TVS Motor firmly believes in the integration of Safety, Health and Environmental
aspects with all business activities and ensures protection of employees and
environment including development of surrounding communities. TVS Motor strives
for long-term relationships of mutual trust and inter- dependence with its customers,
employees, dealers and suppliers.
MILESTONES
Launched Centra in January 2004, a TECHNOLOGY Uncompromising Quality,
TECHNOLOGY
TVS Motor Company's R&D division has an imposing pool of talent and one of the
most contemporary labs, capable of developing innovative designs.
Committed to achieving total customer satisfaction through Total Quality Control
(TQC), the Company continuously strives to give the customer, the best value for
money.
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ECO-FRIENDLY

14. TVS is committed to protecting the environment. The company's manufacturing
facilities at Mysore & Hosur have state-of-the-art facilities & air pollution control
measures. Even the suppliers are encouraged to ensure that their products meet eco-
friendly norms.
ALWAYS FIRST
- Launched TVS 50, India's first 2-seater, 50cc moped in Aug 1980.
- First Indian Company to introduce 100cc Indo-Japanese motorcycles in Sept 1984.
Launched India's first indigenous Scooterette, TVS Scooty in June 1994.
- Introduced India's first catalytic converter enabled motorcycle, the 110cc Shogun in
Dec 1996.
- Launched India's first 5-speed motorcycle, the Shaolin in Oct 1997.
- Launched India's first high performance moped - the XL Super, with a 70 cc engine in
Nov 1997.
- Launched Victor in August 2001, a world-class 4-stroke 110 cc motorcycle.
World-class 4-stroke 100 cc motorcycle with VT-i Engines for best-in-class mileage.
AWARDS Deming Award
TVS Motor is the third Indian company to win the Deming Prize. Only two other TVS
companies have managed this before.
It's been a long time since the Union of Japanese Scientists and Engineers instituted the
Deming Prize. But very, very few organizations outside Japan have had the honor of
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receiving it. In fact, the TVS Motor Company is the world's first motorcycle
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company to be awarded the prize.

15. As for the TVS Group, it's a third. Sundaram -Clayton Ltd. (Brakes Division) and
Sundaram Brake Linings Ltd. have already won it. The Deming Prize is the ultimate
confirmation of our commitment to quality control. A confirmation known to every
TVS rider across the country.
PRODUCT PROFILE
TVS APACHE (RTR)
The recently launched TVS Apache RTR FI 160 has added an another stunner on the roads.
Stylish alloys, unique grab rails, classy silencer, larger & sharp lined fuel tank, all these
elements combine perfectly to give TVS Apache RTR 160 a sporty eye-catching looks.
The Apache RTR 160 has been upgraded with electronic fuel injection (EFI) and becomes
Apache RTR 160 Fi. The EFI technology has enabled TVS to boost peak power of this
bike. TVS has priced the new model at Rs. 65000.
TVS SCOOTY PEP – First Love
A sleek duo-tone body. Body colored coordinated mirrors. A smiley headlamp. Winky
indicators. Looks even better with you on it.
 POWER
75cc 4stroke engine to pep up your ride. A bigger, more comfortable seat for two and
strong hydraulic shock absorbers for a smoother ride.
TECHNOLOGY
A unique power/economy mode for extra mileage. An auto reserve fuel tap. No more
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turning knob from main to reserve. Auto chokes for instant starts. Every time.
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16. SAFETY
Puncture Resistant Tvs that come with a special sealant inside, minimizing chances of a
flat. A side stand alarm that beeps if you forget to take off the stand. Multi focal reflector
headlamp and side reflectors for enhanced visibility. Now all you need is an equally funky
helmet and you” re all set to pep.
INTRODUCTION OF THE PROJECT
Someone has rightly said that practical knowledge is far better than classroom teaching.
During this project I fully realized this and I came to know about how a consumer chooses
among a varied range of products available to him.
The subject of my study is market survey of customer buying behavior in bikes taking TVS
for comparison, which has slowly but steadily evolved, from a beginner to a corporate giant
earning laurels and kudos throughout.
The report contains first of all brief introduction about the company. Finally there comes
data presentation and analysis in the end of my report. I also put forward some of my
suggestion hoping that they help TVS Motor Company move a step forward to being the
very best.
SCOPE OF THE STUDY
The scope of the study is to study the customer buying behavior of the respondents in New
Delhi and attain the awareness level of the customers. The scope is that the services of the
dealer, advertising media as well as celebrity has made an effect on the customer or not and
how much.
This study also allows knowing the future prospects of the company and where it is at
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present in the market
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17. TVS MOTOR REVENUES GROW AT 23.2% IN Q2 EXPORTS UP
52%
Bangalore, October 30, 2008: TVS Motor Company today reported a 23.2 % increase in
revenues, registering Rs. 1034 crores for the quarter ended September 2008 of the financial
year 2008-09, when compared to Rs. 839 crores in the corresponding quarter of the
previous year. Despite the challenging environment caused by increasing input material
costs, general inflationary trends and lack of availability of retail finance, the company has
posted Profit before Tax of Rs. 13.9 crores and Profit after Tax of Rs. 10.4 crores when
compared to Rs. 16.9 crores and Rs. 11.9 crores in the corresponding period of the previous
year. The last year's September Quarter had the benefit of Rs. 10.2 crore (net) on account of
exceptional items. Profit before exceptional items for the quarter is higher at Rs. 13.9 crore
in comparison with Rs. 6.7 crores of the corresponding quarter of last year.
The company has recorded growth in sales despite adverse retail financing. Motorcycles
witnessed higher sales at 1.81 lakh during the quarter compared to 1.44 lakh units over the
previous period. Scooters clocked sales of 0.77 lakh in comparison to 0.76 lakh units
during the corresponding quarter of the previous year.
During the quarter, the company crossed yet another milestone when it reached two million
units of TVS Scooty in July 2008. Indian Tennis star, Sania Mirza became the new Brand
Ambassador for the Scooty brand. The company chose to associate with Sania as brand
ambassador since she emanates the brand qualities of independence, progress and
accomplishment.
During the quarter, the company further broadened the horizons of its TVS Scooty brand
with the launch of Balancing Wheels
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18. SUB DIVISION OF SHARES
In order to improve the shareholder value and to facilitate greater liquidity in its equity
shares, TVS Motor Company recently subdivided the face value of its shares to Re. 1/-
each. Earlier the face value of the shares was Rs. 10/-
MERGER OF LAKSHMI AUTO COMPONENTS WITH TVS MOTOR
COMPANY
The Shareholders of TVS Motor Company and Lakshmi Auto Components (LAC) have on
19th January 2004 approved the merger of Engine Division of LAC with TVS Motor
Company and transfer of Rubber and Plastics division of LAC to Sundaram Auto
Components Limited, a wholly owned subsidiary of TVS Motor Company. The company
expects to obtain the approval of High Court of Tamil Nadu and complete other statutory
formalities in the next few months. This merger is expected to improve the overall
profitability of TV
INTRODUCTION & HISTORY OF HERO HONDA
India has the largest number of two wheelers in the world with 41.6 million
vehicles. India has a mix of 30 percent automobiles and 70 percent two wheelers in the
country. India was the second largest two wheeler manufacturer in the world starting in the
1950‟s with the birth of Automobile Products of India (API) that manufactured scooters.
API manufactured the Lambrettas but, another company, Tvs Auto Ltd. surpassed API and
remained through the turn of the century from its association with Piaggio of Italy
(manufacturer of Vespa).
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The license raj that existed between the1940s to1980s in India, did not allow foreign
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companies to enter the market and imports were tightly controlled. This regulatory maze,

19. before the economic liberalization, made business easier for local players to have a seller‟s
market. Customers in India were forced to wait 12 years to buy a scooter from Tvs. The
CEO of Tvs commented that he did not need a marketing department, only a dispatch
department. By the year 1990, Tvs had a waiting list that was twenty-six times its annual
output for scooters.
The motorcycle segment had the same long wait times with three manufacturers; Royal
Enfield, Ideal Jawa, and Escorts. Royal Enfield made a 350cc Bullet with the only four-
stroke engine at that time and took the higher end of the market but, there was little
competition for their customers. Ideal Jawa and Escorts took the middle and lower end of
the market respectively.In the mid-1980s, the Indian government regulations changed and
permitted foreign companies to enter the Indian market through minority joint ventures.
The two-wheeler market changed with four Indo-Japanese joint ventures: Hero Honda,
TVS Suzuki, Tvs Kawasaki and Kinetic Honda. The entry of these foreign companies
changed the Indian market dynamics from the supply side to the demand side. With a larger
selection of two-wheelers on the Indian market, consumers started to gain influence over
the products they bought and raised higher customer expectations. The industry produced
more models, styling options, prices, and different fuel efficiencies. The foreign companies
new technologies helped make the products more reliable and with better quality. Indian
companies had to change to keep up with their global counterparts.
BOARD OF DIRECTORS
 No. Name of the Directors Designation
 Mr. Brijmohan Lall Munjal Chairman & Whole-time Director
 Mr. Pawan Munjal Managing Director
 Mr. Toshiaki Nakagawa Jt. Managing Director
 Mr. Takao Eguchi Whole-time Director
 Mr. Satyanand Munjal Non-executive Director
 Mr. Om Prakash Munjal Non-executive Directo
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 Mr. Tatsuhiro OyamaNon-executive Director
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 Mr. Masahiro TakedagawaNon-executive Director

20.  Mr. Narinder Nath Vohra Non-executive & Independent Director
 Mr. Pradeep Dinodia Non-executive & Independent Director
 Gen.(Retd.) Ved Prakash Malik Non-executive & Independent Director
 Mr. Analjit Singh Non-executive & Independent Director
 Dr. Pritam Singh Non-executive & Independent Director
 Ms. Shobhana Bhartia Non-executive & Independent Director
 Dr. Vijay Laxman Kelkar Non-executive & Independent Director
HERO HONDA MOTORCYCLE LTD.
Type Public company BSE:HEROHONDA M
Founded January 19, 1984 in Gurgaon, Haryana, India
Headquarters Haryana, India
Om Prakash Munjal, Founder
Mr. Brijmohan Lall Munjal, Chairman
Key people Mr. Toshiaki Nakagawa, Joint Managing
Director
Mr. Pawan Munjal, Managing Director
Industry Automotive
Products Motorcycles, Scooters
Revenue U$ 2.8 billion
Website http://www.herohonda.com/site/home/home.asp
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HERO HONDA HEADQUARTERS
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21. Hero Honda Motorcycles Limited is an Indian manufacturer of motorcycles and scooters. Hero
Honda is a joint venture that began in 1984 between the Hero group of India and Honda from
Japan. It has been the world's biggest manufacturer of 2-wheeled motorized vehicles since 2001,
when it produced 1.3 million motorbikes in a single year. Hero Honda's Splendor is the world's
largest selling motorcycle[citation needed]
. Its 2 plants are in Dharuhera and Gurgaon, both in
Haryana, India. It specializes in dual use motorcycles that are low powered but very fuel
efficient.
Contents
1 Models
o 1.1 Bikes
2 Company Profile
o 2.1 Just-in-Time
o 2.2 Ancillarisation
o 2.3 Dealer Network
o 2.4 Financial Planning
o 2.5 Quality
o 2.6 Diversification
Models
Bikes
Hero Honda Splendor Plus
Hero Honda Passion Plus
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Hero Honda Karizma
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Hero Honda CBZ

22. Hero Honda Super Splendor
Hero Honda CD Dawn
Hero Honda CD Deluxe
Hero Honda Achiever
Hero Honda Glamour
Hero Honda Ambition
Hero Honda "Splendor" Model
[Company Profile]
“Hero”, is the brand name used by the Munjal brothers in the year 1956 with the flagship
company Hero Cycles. The two-wheeler manufacturing business of bicycle components had
originally started in the 1940‟s and turned into the world‟s largest bicycle manufacturer today.
Hero, is a name synonymous with two-wheelers in India today. The Munjals roll their own steel,
make free wheel bicycle critical components and have diversified into different ventures like
product design. The Hero Group philosophy is: “To provide excellent transportation to the
common man at easily affordable prices and to provide total satisfaction in all its spheres of
activity”. The Hero group vision is to build long lasting relationships with everyone (customers,
workers, dealers and vendors). The Hero Group has a passion for setting higher standards and
“Engineering Satisfaction” is the prime motivation, way of life and work culture of the Group.
In the year 1984, Mr. Brijmohan Lal Munjal, the Chairman and Managing Director of Hero
Honda Motors (HHM), headed an alliance between the Munjal family and Honda Motor
Company Ltd. (HMC). HHM Mission Statement is: “We, at Hero Honda, are continuously
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striving for synergy between technology, systems, and human resources to provide products and
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services that meet the quality, performance, and price aspirations of our customers. While doing

23. so, we maintain the highest standards of ethics and societal responsibilities, constantly innovate
products and processes, and develop teams that keep the momentum going to take the company
to excellence in the new millennium”. This alliance became one of the most successful joint
ventures in India, until the year 1999 when HMC had announced a 100% subsidiary, Honda
Motorcycle & Scooter India (HMSI). This announcement caused the HHM stock price to
decrease by 30 percent that same day. Munjal had to come up with some new strategic decisions
as, HMSI and other foreign new entry companies were causing increased intensity of rivalry for
HHM.
== Growth == The business growth of Hero Honda has been phenomenal throughout its early
days. The Munjal family started a modest business of bicycle components. Hero Group expanded
so big that by 2002 they had sold 86 million bicycles producing 16000 bicycles a day. Today
Hero Honda has an assembly line of 9 different models of motorcycles available. It holds the
record for most popular bike in the world by sales for Its Splendor model. Hero Honda Motors
Limited was established in joint venture with Honda Motors of Japan in 1984, to manufacture
motorcycles. It is currently the largest producer of Two Wheelers in the world. It sold 3 million
bikes in the year 2005-2006. Recently it has also entered in scooter manufacturing, with its
model PLEASURE mainly aimed at girls. The Hero Group has done business differently right
from the start and that is what has helped them to achieve break-through in the competitive two-
wheeler market. The Group's low key, but focused, style of management has earned the company
plaudits amidst investors, employees, vendors and dealers, as also worldwide recognition.
The growth of the Group through the years has been influenced by a number of factors:
[ Just-in-Time ]
The Hero Group through the Hero Cycles Division was the first to introduce the concept of just-
in-time inventory. The Group boasts of superb operational efficiencies. Every assembly line
worker operates two machines simultaneously to save time and improve productivity. The fact
that most of the machines are either developed or fabricated in-house, has resulted in low
inventory levels. In Hero Cycles Limited, the just-in-time inventory principle has been working
since the beginning of production in the unit and is functional even till date.. This is the Japanese
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style of production and in India; Hero is probably the only company to have mastered the art of
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the just-in-time inventory principle.

24. [ Ancillarisation ]
An integral part of the Group strategy of doing business differently was providing support to
ancillary units. There are over 300 ancillary units today, whose production is dedicated to Hero's
requirements and also a large number of other vendors, which include some of the better known
companies in the automotive segment. Employee Policy:
Another Striking feature within the Hero Group is the commitment and dedication of its workers.
There is no organized labor union and family members of employees find ready employment
within Hero. The philosophy with regard to labor management is "Hero is growing, grow with
Hero." When it comes to workers' benefits, the Hero Group is known for providing facilities,
further ahead of the industry norms. Long before other companies did so, Hero was giving its
employees a uniform allowance, as well as House Rent Allowance (HRA) and Leave Travel
Allowance (LTA). Extra benefits took the form of medical check-ups, not just for workers, but
also for the immediate family members.
[ Dealer Network ]
The relationship of Hero Group with their dealers is unique in its closeness. The dealers are
considered a part of the Hero family. A nation-wide dealer network comprising of over 5,000
outlets, and have a formidable distribution system in place. Sales agents from Hero travels to all
the corners of the country, visiting dealers and send back daily postcards with information on the
stock position that day, turnover, fresh purchases, anticipated demand and also competitor action
in the region. The manufacturing units have a separate department to handle dealer complaints
and problems and the first response is always given in 24 hours.
[ Financial Planning ]
The Hero Group benefits from the Group Chairman's financial acumen and his grasp on
technology, manufacturing and marketing. Group Company, Hero Cycles Limited has one of the
highest labor productivity rates in the world. In Hero Honda Motors Limited, the focus is on
financial and raw material management and a low employee turnover.
[ Quality ]
24
Quality at Hero is attained not just by modern plants and equipment and through latest
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technology, but by enforcing a strict discipline. At the Group factories, attaining quality

25. standards is an everyday practice - a strictly pursued discipline. It comes from an amalgamation
of the latest technology with deep-rooted experience derived from nearly four decades of hard
labor. It is an attitude that masters the challenge of growth and change - change in consumers'
perceptions about products and new aspirations arising from a new generation of buyers.
Constant technology up gradation ensures that the Group stays in the global mainstream and
maintains its competitive edge. With each of its foreign collaborations, the Group goes onto
strengthen its quality measures as per the book. The Group also employs the services of
independent experts from around the world to assist in new design and production processes.
[ Diversification ]
Throughout the years of enormous growth, the Group Chairman, Mr. Lall has actively looked at
diversification. A considerable level of backward integration in its manufacturing activities has
been ample in the Group's growth and led to the establishment of the Hero Cycles Cold Rolling
Division, Munjal and Sunbeam Castings, Munjal Auto Components and Munjal Showa Limited
amongst other component-manufacturing units.
Then there were the expansion into the automotive segment with the setting up of Majestic Auto
Limited, where the first indigenously designed moped, Hero Majestic, went into commercial
production in 1978. Then came Hero Motors which introduced Hero Puch, in collaboration with
global technology leader Steyr Daimler Puch of Austria. Hero Honda Motors was established in
1984 to manufacture 100 cc motorcycles.
The Hero Group also took a venture into other segments like exports, financial services,
information technology, which includes customer response services and software development.
Further expansion is expected in the areas of Insurance and Telecommunication.
The Hero Group's phenomenal growth is the result of constant innovations, a close watch on
costs and the dynamic leadership of the Group Chairman, characterized by a culture of
entrepreneurship, of right attitudes and building stronger relationships with investors, partners,
vendors and dealers and customers
25
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26. CONCEPTUAL FRAME WORK:
These questions will help in understanding the factors that influence the decision making process
of the consumers. The buyer‟s decision making process includes the following:-
1. Problem recognition
2. Information search
3. Evaluation of alternatives
4. Purchase decision
5. Post purchase behavior
1. Problem recognition: - First and the foremost step is to identify the problem i.e. what
actually one wants with regard to the product.
2. Information Search: - Second step is to search the relevant information regarding the
Product which one wants.
3. Evaluation of alternatives: - Third step is to evaluate the collected information i.e.
analyze the information.
4. Purchase decision: - In forth step the product is actually purchased.
5. Post purchase behaviour: - In fifth step the consumer actually reacts against the quality,
quantity etc received after the purchasing the product i.e. in this stage he reacts on the
basis of his getting satisfied after the purchase of the product.
The buyer‟s decisions include the following:-
 Product choice
 Brand choice
 Dealer choice
 Purchase timing
 Purchase amount.
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27. Consumer perception
How do Buyers form their preference? Their preferences are influenced by their past
buying experience, friend‟s and associate‟s advice, and the marketer‟s and competitor‟s
information and promises. Though customer preference is a very qualitative term and it is very
difficult to measure. In this study an effort has been made to measure the customer preference
level.
Customer Satisfaction
“Satisfaction is a person‟s feelings of pleasure or disappointment resulting from
comparing a product‟s perceived performance in relation to his or her expectation”
As the definition makes it clear, satisfaction is a function of perceived performance and
expectations. If the performance falls short of the expectations of the customer, the customer is
dissatisfied. If the performance exceeds the expectations, the customer is highly satisfied or
delighted.
The detailed study of Consumer Behaviour or Consumer Preferences focuses on-
 Who Buys products or services?
 How do they buy products or services?
 Where do they buy them?
 How often do they buy them?
27
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 When do they buy them?

28.  Why do they buy them?
 How often do they use them?
Many companies are aiming for high satisfaction because customers who are just
satisfied still find it easy to switch, when a better offer comes along. Those who are highly
satisfied are much less ready to switch. High satisfaction or delight creates an emotional affinity
with the brain, not just a rational preference. The result is high customer loyalty.
In this highly competitive world customers plays a very important role. Thus, if a
company wants to survive then it should look forward to the determinants of customer
satisfaction. Though it is a very subjective issue that differs from individual to individual yet,
identifying some basic parameters of customer satisfaction is important.
Satisfaction is a person‟s feeling of pleasure and disappointment resulting from
comparing a product‟s perceived performance in relation to his or her expectations. It is only the
customer delight that marketer aims for.
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29. RATIONALE OF STUDY:-
 To know about the customer preference and decision process with regard to 150cc bike.
 To know the Basic consumer buying behaviour and the reasons because of which they
switch from one company to another.
 To know about the company‟s details (profile, Products)
 This study would help in revealing the type and specific qualities of the bikes offered by
the company to their consumers.
 To study the satisfaction level of consumers who uses bikes.
 To study the factors influencing consumers to buy 150cc bikes.
 To study effect of advertisement on the purchasing decision of the consumers
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30. OBJECTIVE OF STUDY:
 The objective of the study is to analyze the customer buying behavior of the respondents in
motorbikes of different brands .
 To study the future prospects of TVS motorbikes.
 To provide a fair picture of technology used by TVS motors.
 To study the sales trends of tvs motors.
 To analyze the quality of after sales services being provided by tvs motors.
 . To analyze the customer satisfaction.
 . To analyze the customer preference.
 3To know which manufacturer is providing better services.
 . To analyze after sales services of bikes.
 To study the behavioral factors of consumers in motor bikes.
 . To suggest various factors to improve sales
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31. 7 -LITERATURE REVIEW:-
A literature review is a body of text that aims to review the critical points of current knowledge
including substantive findings as well as theoretical and methodological contributions to a
particular topic. Literature reviews are secondary sources, and as such, do not report any new or
original experimental work.
Simai Haji Mati was quoted saying that literature review should be referred to as reviewing
and analyzing the work of literature in relation to the specified topic in research.
Most often associated with academic-oriented literature, such as a thesis, a literature
review usually precedes a research proposal and results section. Its ultimate goal is to
bring the reader up to date with current literature on a topic and forms the basis for
another goal, such as future
2
Gupta.C .B and Dr. Nair. N.Rajan - A business is based on understanding the
customer and providing the kind of products that the customer wants.
3
Mamoria C.B. and Mamoria Satish - Consumer behaviour is the process where by
individuals decide what, when, where, how and from whom to purchase goods and
services. Buying behaviour may be viewed as an orderly process here by individual
interacts with his environment for the purpose of making market decision on products
and services.
Nair Suja. R.4 - The success of the firm will be determined by how effective it has been
in meeting the diverse customer needs and wants by treating each customer as unique and
offering products and services to suit his/her needs.
research that may be needed in the area.
treatment of a torn ACL. And a review does not necessarily mean that your reader wants you to
give your personal opinion on whether or not you liked these sources.
Consumers buy not the products but bundle of emotions. Modern goods are recognized as
31
essentially psychologically things, which are symbolic of personal attributes and goals and of
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social patterns and strivings. All commercial objects have a symbolic character, and making a

32. purchase involves an assessment implicit on explicit of this symbolism to decide whether or not
it fits (
Sidney Levey, 1959).
The research has shown repeatedly that positive free choice Beliefs are related to concurrently
claim purchasing as brand usage (Barwise and Fhournberg 1985; Bind, Channan and
Ehrenberg 1970; Costlebeny and Ehrenbag 1990). A “Usage factor” runs through the data.
Many more people tend to associate a positive attribute with longer brands than associate it with
smaller brands. The explanation is that a larger brand has more claimed user than a smaller brand
and the users of brand are more likely than non-users to give a positive Attribute response. This
observation also lies in much evidence in the literature that familiarity in users liking (e.g.,
Harinsar 1977; Payme 1981; Sluckin, Hargreaves and Calman 1982; Zajanc 1968. Forced
choice degree of association attitude done were similarly co-related with claimed usage in our
study of six packaged goods categories (Haley and case 1979).
Barwise and Ehrenberg (1985) in addition showed that a smaller brand tended to get fewer
positive belief brand associations than a larger brand even within each claimed brand usage
grouping. Thus regular users of the brand leader scored that branch. This effect in known more
generally as double jeopardy or DJ effect (e.g. Ehrenberg, Goodhardt, Cd Barwise 1990;
McPhee 1963). DJ occurs simply as statistical selection effect due to the offering popularities
on making shows of the brands. There need not be any perceived differences between the brands.
In contrast to these relationships with brand usage or market shares, very difference influences
show up in respondent associates for same belief and brand combinations. For example, an either
a physical attribute or an advertising claim that is particularly connected with a brand can
enhance it score for that belief of the attribute. The aggregate score for that brand/belief
combination then deviates markedly from what would be expected on the basis of brand usage
alone. (Barwise and Ehrenberg 1985); Bird and Ehrenberg 1970; castteben and Ehrenberg 1990).
Pamela L. Alreck and Robert B.Settle (1999) felt that the principle objective of the
marketer‟s is not simply to have a simple sale relation ship with buyer but also build relationship
32
with buyer in the form of linking the brand to a particular need, associating it with a pleasant
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mood, appealing to subconscious motives; conditioning buyers to prefer the brand through

33. KOTLER (2000) his book mentioned that a company practicing market segmentation realizes
that buyers differ in their needs and wants, purchasing behavior, demographic characteristics,
product/service usage patterns, geographic locations, buying habits and other characteristics
A summary of literature review in branding reveals that the brand perception is not
predominantly depend upon on external parameters like age, income and education but depends
on more on personality and psychological dimensions. The research is conducted to prove that
the brand preference is independent of the above parameters age, income and education
8 - METHODOLOGY:-
SAMPLE DESIGN-
It is well known fact that the most important step in marketing research process is to define the
problem. Choose for investigation because a problem well defined is half solved. That was the
reason that at most care was taken while defining various parameters of the problem. After
giving through brain storming session, objectives were selected and the set on the base of these
objectives. A questionnaire was designed major emphasis of which was gathering new ideas or
insight so as to determine and bind out solution to the problems.
DATA SOURCE
Research included gathering both Primary and Secondary data. Primary data is the first
hand data, which are selected a fresh and thus happen to be original in character. Primary Data
was crucial to know various customers and past consumer views about bikes and to calculate the
33
market share of this brand in regards to other brands.
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34. Secondary data are those which has been collected by some one else and which already
have been passed through statistical process. Secondary data has been taken from internet,
newspaper, magazines and companies web sites.
RESEARCH APPROACH
The research approach was used survey method which is a widely used method for data
collection and best suited for descriptive type of research survey includes research instrument
like questionnaire which can be structured and unstructured. Target population is well identified
and various methods like personal interviews and telephone interviews are employed.
SAMPLING UNIT
It gives the target population that will be sampled. This research was carried in Muktsar
(Distt Muktsar)
These were 100 respondents.
DATA COMPLETION AND ANALYSIS
After the data has been collected, it was tabulated and findings of the project were
presented followed by analysis and interpretation to reach certain conclusions.
SCOPE
My project was based on the Comparative Study of Tvs V/S Hero Honda and data was
taken in the City Muktsar only.
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35. SAMPLING
Method: Simple Random Sampling
Area: Circle Office in Jaipur and also other offices in
Jaipur of Reliance.
Unit: Employees of Reliance communications in circle
office.
Sample size: 100 employees
Research tool: Questionnaire. Sampling may be defined as the selection of some parts
of an agreement or totality for the purpose of study. All the items in any field of inquiry
constitute a universe or population, a complete enumeration of all the items in the
population is known as Census inquiry. But when the field of inquiry is large this method
becomes difficult to adopt because of the limited no. of resources involved in the case
sample survey method is chosen under which units are selected in such a way that they
represent the entire universe.
SAMPLING DESIGN
CENSUS METHOD: - All the items in any field of inquiry constitute a „Universe‟ or
„Population‟. A complete enumeration of all the items in the „Population‟ is known as a
Census inquiry. It can be presumed that in such an inquiry, when all items are covered,
no element of chance is left and highest accuracy is obtained. But in practical it is not true
in all cases. This type of inquiry involves a great deal of time, money and energy.
Therefore, when the field of inquiry is large, this method becomes difficult to adopt
because of the resources involved.
SAMPLING METHOD:- When field studies are undertaken in practical life,
consideration of time and cost almost invariably lead to a selection of respondents i.e.
35
selection of only few items. The respondent selected should be as representative of total
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population. These respondents constitute what is technically called a „Sample‟ and the

36. selection process is called „Sampling Technique‟. The survey so conducted is known as
„Sample Survey‟.
Implementation of Sample Design: - A sample design is a definite plan for obtaining a
sample from a given population. It refers to the technique or the procedure the researcher would
adopt in selecting items for the sample. Sampling design may as well lay down the number of
items to be included in the sample i.e. the size of sample. Sample design is determined before the
data are colleted.
 Steps In Sampling Design :- While developing a research design following items
are taken into consideration:-
I. Type of universe: - First and the foremost step is to clearly define the
universe to be studied. As I have taken the area of Yamuna Nagar City
(Haryana), so for me here the universe is Yamuna Nagar area. No doubt it is a
finite universe but the area is very big and can‟t be covered easily due to
shortage of time.
II. Sampling unit: - A decision has to be taken concerning a sampling unit
before selecting sample. Here my sample unit includes college going students
who own bikes.
III. Size of sample: - This refers to the number of items to be selected from the
universe to constitute a sample. Here I have taken the sample of 200 College
going students who have bikes.
IV. Parameters of interest: - In determining the sample design, one must
consider the question of the specific population parameters which are of
interest. Here I had taken only college going students who own their bike.
36
V. Sampling procedure: - Finally the technique of selecting the sample is to be
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dealt with. That means through which method the sample has been collected.

37. DATACOLLECTION METHODS
Data collection is an integral part of the marketing research. There are several ways of collecting
the appropriate data, which differ considerably in context of money costs, time and other
resources at the disposal of the researcher. The researcher should keep in mind two types of data
viz. Primary and Secondary.
THE PRIMARY DATA
are those, which are collected afresh and for the first time, and thus happen to be original in
character.
Primary Data is collected through:
Questionnaire- in which division of questions are as follows:
(a) No. of close ended questions -9
(b) No. of open ended questions-3
Observation
Unsturctured interviews
THE SECONDARY DATA
are those, which have already been collected by some one else like various journals and
publications of the company and that are used for quick compilation of the report.
Both the methods were used for the compilation of the project.
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38. HYPOTHESIS TESTING: -
During this research project I came in to contact with many customers who are having
bikes. It has been found that in Hero Honda mostly the customers are having splendor while the
ratio of the customers using Passion, Karizma and other bikes are comparatively low. In Bajaj
the customers are giving more preference to Discover and Pulsar models and in case of TVS
Bikes the customers are givig more preference to the other models rather than Flame,Starcityand
Apache. The maximum numbers of customers that are using these bikes fall in the income group
of 200000-300000.
It has been observed that the customers are using their bikes mostly for official and
personal purpose. It is observed that the awareness of Hero Honda bikes mostly comes from
friends while of Bajaj and TVS the awareness comes from newspapers and televisions. Out of
the sample size of 90 customers, 65 customers agree with the fact that advertisements play a very
significant role in influencing their behavior to choose the bike. On the other hand 15 customers
do not agree to this fact. While remaining 10 customers are not sure about it.
When the customers are asked that are they satisfied with the performance of their bikes
then most of them agrees to the fact. Out of the sample size of 90 customers, 55 customers says
that they are satisfied with the performance of their bikes. On the other hand 28 customers are
not satisfied with the performance of the bikes that they are having. While the remaining 10
customers are unable to say anything. It is observed that most of the customers are having full
knowledge of the bike before purchasing
It has been seen that In Hero Honda bikes the mileage of the bike and the value that it
adds to the status symbol of the customers influences the decision criteria of most of the
customers. In Bajaj bikes customers gets more influenced by the price and quality of the bike and
also they think that it adds value to their prestige. While in case of TVS bike the economic price
of the bikes influences the buying behavior of the customers.
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39. CALCULATION:-
Observed data
income Total
1-2 lack 2-3 lack 3-4 lack above 4 lack
hero Honda 4 21 2 3 30
Bajaj 8 18 4 2 30
TVS 10 8 7 5 30
Total 22 45 13 10 90
Expected frequency
income
1-2 lack 2-3 lack 3-4 lack above 4 lack
hero Honda 7.33 15 4.3 3.33 29.96
Bajaj 7.33 15 4.3 3.33 29.96
TVS 7.33 15 4.3 3.33 29.96
21.99 45 12.9 9.99
(Observed data-expected frequency)
income
1-2 lack 2-3 lack 3-4 lack above 4 lack
hero Honda -3.33 6 -2.3 -0.33 0.04
Bajaj 0.67 3 -0.3 -1.33 2.04
TVS 2.67 -7 2.7 1.67 0.04
0.01 2 0.1 0.01
(Observed data-expected frequency)2
1-2 lack 2-3 lack 3-4 lack above 4 lack
hero Honda 11.0889 36 5.29 0.1089
Bajaj 0.4489 9 0.09 1.7689
TVS 7.1289 49 7.29 2.7889 39
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40. X2(calculated chi-square) = (OD-EF)2/EF
1-2 lack 2-3 lack 3-4 lack above 4 lack
hero Honda 1.512810368 2.4 1.2302326 0.0327027
Bajaj 0.061241473 0.6 0.0209302 0.5312012
TVS 0.972564802 3.266666667 1.6953488 0.83750751
Calculated chi-square value 13.16120635
degree of freedom column 4
row 3
DF (c-1) * (r-1)
DF 6
level of significant 10%
from table value on 10% significant & 6 DF
chi-square value 10.645
conclusion :- calculated value is greater than table value so, null hypothesis is
rejected, means
Brand preference across all income categories is not equal
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41. ANALYSIS AND INTERPRETATION:-
Q1) Which bike do you have?
Hero Honda 47
Tvs 38
Any other 15
Hero honda
TVS
Any other
Analysis : Hero Honda market share is more than 45 % and so we can say that hreo
Honda dominate the whole market
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42. Q2) Which Model do you Have?
Hero Honda Tvs
Splender 21 apache 7
Passion 13 Star city 12
Karizma 7 Tvs scooty 11
Any other 6 Any other 8
25
20 Hero Honda
No of Persons
Splender
15
Passion
10
Karizma
5 Any other
0
1
Model Nam e
14
12
No of Persons Tvs
10
apache
8
Star cityr
6
Tvs scootyr
4
Any other
2
0
1
Model Name
42
Analysis : In hero honda Customer prefer splender and tvs customer prefer apache.
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43. Q3) In which family Income level do you Fall?
100000-200000 22
200000-300000 45
300000-400000 23
above 400000 10
50
No of Persons
40 100000-200000
30 200000-300000
20 300000-400000
10 above 400000
0
1
Income level
Analysis : IN THIS GRAFE MORE THAN 45% FAMILY IN BETWEEN 2 TO 3 LACK
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44. Q4) For how long do you own a bike?
0-1 year 34
1-2 year 29
2-3 year 26
above 3 year 11
40
30
No of 0-1 year
20
Persons 1-2 year
10 2-3 year
0 above 3 year
1
No of years
Analysis : IN THIS GRAPH ALMOST 34 % OF CUSTMER USING THE BIKE AT
PRESENT TIME IN 1 YEAR..
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45. Q5) For what purpose do you use your Motor Bike?
Hero Honda Tvs
Office Purpose 9 4
Personal purpose 13 15
Joy Purpose 19 16
Other 6 3
No of Persons
20
15
Hero Honda
10
Tvs
5
0
Office Personal Joy Other
Purpose purpose Purpose
Purpose
Analysis : In hero honda customer using the bike official used. and tvs customer using the
bike personal purpose.
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46. Q6) How do you come to know about this Motor Bike?
Hero Honda Tvs
Newspaper 4 2
Television 23 16
Magazine 2 1
Friends &
Relative 18 19
No of Persons
25
20
Newspaper
15 Television
10 Magzine
Friends & Relative
5
0
Hero Honda TVS
Name of Company
Analysis : Television adverting is the best for knowing the customer. for selling our product
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47. Q7) Does Advertisement Influence your decision in
choosing a Motor Bike?
Yes 87%
No 5%
Cant say 8%
Yes
No
Cant say
Analysis : Yes advertising influence the bike market because 87% people influencd by the
advertising
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48. Q8) Do you have full knowledge about Bikes before buying?
Hero Honda Tvs
Yes 25 23
No 22 15
30
25
No of persons
20
Yes
15
No
10
5
0
Hero Honda TVS
Company Name
Analysis; in hero Honda people are less aware as comparison to tvs
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49. Q9) Which Factor below Influence your decision?
Hero Honda Tvs
Price 72% 78%
Mileage 78% 64%
Quality 65% 48%
Resale Value 40% 28%
Status symbol 10% 7%
No of Persons
100%
80% Price
Mileage
60%
Quality
40%
Resale Value
20% Status symbol
0%
Hero Honda Tvs
Company Name
Analsis price and milage is major facter for purchasing the bike because the ratio is high
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50. Q10) How would you rate the following factors of Bikes with
respect to different company?
Hero Honda Tvs
Mileage 74% 72%
Price 68% 65%
Pick up 70% 80%
Maintenance 58% 62%
Look & Shape 85% 80%
Brand Image 53% 55%
No of Persons
100%
80% Mileage
60% Price
40% Pick up
20% Maintenance
0% Look & Shape
Hero Honda Tvs Brande Image
Company Name
Analsis in hero Honda people more think about the milage and look and shape and in tvs people
more concern about pick up 50
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51. Q11) If new Bike with good features comes in, then would you
like to change your bike?
Hero Honda Tvs
Yes 19 21
No 17 14
Cant say 11 3
No of Persons
25
20
15 Hero Honda
10 Tvs
5
0
Yes No Cant say
Views
Analysis -In hero Honda and tvs both many people think about to change our brand if new
feature are come
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52.  9-RESULT:-
To know about the customer preference and decision process with regard to 150cc bike.
To know the Basic consumer buying behaviour and the reasons because of which they
switch from one company to another.
To know about the company‟s details (profile, Products)
This study would help in revealing the type and specific qualities of the bikes offered by
the company to their consumers.
To study the satisfaction level of consumers who uses bikes.
To study the factors influencing consumers to buy 150cc bikes.
To study effect of advertisement on the purchasing decision of the consumers
Most of the Flame, Apache, Pulsar, CBZ & Karizma are purchased by young generation
18 to 30 years because they prefer stylish looks and rest of the models of Hero Honda,
TVS and Bajaj are purchased more by daily users who needs more average of bikes than
looks.
. Hero Honda is considered to be most fuel-efficient bike on Indian roads.
Service & Spare parts are available throughout India in local markets also.
While buying a motorcycle, economy is the main consideration in form of maintenance
cost, fuel efficiency.
Majority of the respondent had bought their motorcycle more than 3 years
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53. It has been seen that In Hero Honda bikes the mileage of the bike and the value that it
adds to the status symbol of the customers influences the decision criteria of most of the
customers. In While in case of TVS bike the economic price of the bikes influences the
buying behavior of the customers.
It is observed that in rating of different features of different bikes people give maximum rating
to the look and shape of the bike. At the second level they givetheir rating to the pick up. At the
third level they rate mileage. And at the fourth level they give points to maintenance. At last they
rate price and brand image.
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54. Findings:-
• During this research project I came in to contact with many customers who are
having bikes. It has been found that in Hero Honda mostly the customers are
having splendor while the ratio of the customers using Passion, Karizma and
other bikes are comparatively low. In the customers are giving more preference
to Discover and Pulsar models and in case of TVS Bikes the customers are
givig more preference to the other models rather than Flame,Starcityand
Apache. The maximum numbers of customers that are using these bikes fall in
the income group of 200000-300000.
• It has been observed that the customers are using their bikes mostly for official
and personal purpose. It is observed that the awareness of Hero Honda bikes
mostly comes TVS the awareness comes from newspapers and televisions. Out
of the sample size of 90 customers, 65 customers agree with the fact that
advertisements play a very significant role in influencing their behavior to
choose the bike. On the other hand 15 customers do not agree to this fact.
While remaining 10 customers are not sure about it.
• When the customers are asked that are they satisfied with the performance of
their bikes then most of them agrees to the fact. Out of the sample size of 90
customers, 55 customers says that they are satisfied with the performance of
their bikes. On the other hand 28 customers are not satisfied with the
performance of the bikes that they are having. having full knowledge of the
bike before purchasing
• It has been seen that In Hero Honda bikes the mileage of the bike and the value
that it adds to the status symbol of the customers influences the decision
criteria of most of the customers. In While in case of TVS bike the economic
price of the bikes influences the buying behavior of the customers.
• It is observed that in rating of different features of different bikes people give
maximum rating to the look and shape of the bike. At the second level they
54
givetheir rating to the pick up. At the third level they rate mileage. And at the
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55. fourth level they give points to maintenance. At last they rate price and brand
image.
 .SUMMARY:-
Ever since man evolved into social animal he felt the need for “Transportation”. As he formed
a civilization he felt the need for “Better Transportation”. Today on the threshold of exploring
the universe he feels the need of “Best Transportation”.
Truly the modern world relies on transportation which can be airways, roadways, railways and
on water. Bicycle was the most important part of road transportation in early days and as the
scenario changed bicycle was transformed into a fast, stylish and trendy mode of transport
known as Motorcycle nowadays known as Motorbike.
Each human being that is living in this social world knows the importance of bikes because it
serves the purpose in any kind of situation and in any part of this world.
The topic of the project is Customer Buying Behavior taking TVS for comparison. TVS
motor company is one of the leading bike manufacturers in India. The analysis of the project was
based on customer‟s point of view. For the study, both primary data and secondary data were
required. The primary data was collected
based on a survey research, using a structured questionnaire with both open ended and closed-
ended questions.
The sampling procedure used was random sampling for the 1st objective i.e. to understand
consumer needs on motorbikes. For the 2nd objective i.e. to understand the awareness levels of
TVS I went to the prospects and met the respondents to fill the questionnaire. The mode of
survey was of personal interview, where the respondents filled up the questionnaires. The
secondary data was collected from business newspapers, magazines,
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56. Company brochures, journals and the Internet. The major conclusion from this study was that
TVS has to improve itself to gain the 1st position in the market as it is doing well to maintain its
3rd position in the market.
In terms of competition TVS has neck-to-neck competition with Hero Honda and Bajaj. TVS has
a lot of work to do if it has to take lead and remain the leading manufacturer in India.
10- CONCLUSION AND SUGGESTION:-
The Indian two wheeler industry today offers more than 70 models to a buyer. And
manufacturers are launching new models every day…… More than 20 models were launched in
the last year.
Top this up with a variety of promises ranging from free gifts and financial schemes to the
attractive looking models and jingles in the advertisement.
In this whirlwind of speed and confusion maze, choosing the right pair of wheels can be a trying
experience for the common man.
In such a situation, the buyer has to first narrow down his search to a given category of two
wheeler. A lady doctor may decide to look only at gearless scooters while a collegian with a rich
father may only look at premium bikes.
CONCLUSION:-
 Most of the Pulsar, CBZ & Karizma are purchased by young
generation 18 to 30 because they prefer stylish looks and rest of the
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models of Hero Honda are purchased more by daily users who
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needs more average of bikes than looks.

57.  Hero Honda is considered to be most fuel-efficient bike on Indian
roads.
 Service & Spare parts are available throughout India in local
markets also.
 While buying a motorcycle, economy is the main consideration in
form of maintenance cost, fuel efficiency.
 The facts and figures shown in the analysis is correct and the survey has been done in a
good faith and responsibility
 As HERO HONDA, BAJAJ and YAMAHA have taken the 1st, 2nd and 3rd position. Thus
TVS motor co. has to make some more efforts to increase the awareness among the
people in the context of bikes.
 The respondents have been asked about the most effective slogan in different brands of
bikes in which again HONDA and BAJAJ have taken the lead. TVS motor co. has
emphasized only on VICTOR and not on other bikes, thus people only know about
VICTOR and not other bikes. Print media and different types of media should be used to
make people know about the slogan.
 The respondents in the factors, which they consider while purchasing a bike, have done
the ranking. MILEAGE is the first factor following with POWER and STYLE and also
with an adaptable PRICE. The company has to make efforts for making a product that
should have all these three factors with considerable price.
 The most influencing factor in purchasing decision of the bike is FAMILY and after that
FRIENDS which is not at all linked with
the company investment. The company generally invests in Dealer promotion and Media,
which is not appropriate as analyzed in this question. Awareness level through Media and dealer
should be increased.
 When asked about the experience at the TVS dealership most of the respondents had a
good and average experience with a small number having bad experience. The small
number of bad experience can be avoided by giving warm welcome and good behavior
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by the staff.
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58.  The respondents who have not visited the TVS dealership are either not interested in TVS
bikes or they are not satisfied with TVS products. In this matter the dealer should
increase the road shows as well as arrange regular customers meeting which will create
interests in other prospects.
 Most of the respondents had knowledge about the TVS bikes, which is a good sign for
the TVS motor company.
 In TVS motor company VICTOR is the most popular bike and very interestingly without
any media interaction FIERO F2 has taken the 2 nd spot with CENTRA on the 3rd spot
which has taken a lead with only one place from MAX-R .It is recommended that FIERO
F2 should be given equal sales promotion than CENTRA because of its popularity has
come through people network and not through channel media.
 The respondents have liked the service facility and the staff but the important factor is the
lack of space. The dealership in Bhilai has to improve the staff as well as the after sales
services and the customer relations.
 Celebrity endorsement does not affect most of the respondents whereas only 34% of the
respondents have an affect over the purchasing decision of bike. Company should give
more importance to the product so as to give the best in quality to the customer.
 In context to popularity TVS ranks 3rd according to this sample size and thus the
company should introduce new products as well as reposition its product according to the
demand in the market.
 In the case of no price consideration TVS ranks 4th and according to survey analysis the
respondent wants to purchase his dream bike which TVS Company has to make in
comparison with HERO HONDA, BAJAJ and ENFIELD BULLET. 58
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59. SUGGESTION:-
Tvs should introduce some more models having more engine power.
Hero Honda should think about fuel efficiency in case of upper segment bikes.
More service centers should be opened.
Maintenance cost and the availability of the spare parts should also be given due
importance.
They also introduce some good finance/discount schemes for students.
The price should be economic.
In the analysis the respondents have shown that they consider TVS motor company after
HERO HONDA and BAJAJ and this is a major concern for the company. TVS motor
company has to make some arrangements to increase the awareness level among the
prospects through media.
The company should also emphasize on other bikes excluding TVS VICTOR and TVS
CENTRA because some of the bikes in TVS like Apache RTR are more popular than
these bikes in the surveyed area.
In Bhilai the respondents who have visited the dealership are not satisfied with the
service facilities which can be improved by regular visit of the service managers as well
as providing regular training to the staff as well as the owner.
The dealership in Bhilai also lacks in space, which is a major concern because the first
impression on the mind of the customer is about the window display, which can be
improved with the help of the professionals.
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60. 11 - FUTURE IMPLICATIONS OF THE STUDY :-
The global financial crisis, the consequent serious liquidity issues and higher financing costs are
likely to impact the growth prospects of the two-wheeler industry. Retail finance has become
even more difficult. The tight liquidity will affect the ability of dealers to stock two-wheelers.
The drop in the commodity prices, however, is a welcome break.
The company will continue the vigorous implementation of its improved value-engineering
program to reduce costs. The company continues to maintain the highest quality standards of all
its products.
SCOPE OF THE STUDY
The scope of the study is to study the customer buying behavior of the respondents in New Delhi
and attain the awareness level of the customers. The scope is that the services of the dealer,
advertising media as well as celebrity has made an effect on the customer or not and how much.
This study also allows knowing the future prospects of the company and where it is at present in
the market.
Although the avalanche of motorcycles offered Indian consumers a wide variety of models to
choose from, it also resulted in increased pressure on the companies to concentrate on cost-cuts,
technology enhancements and up-gradations and styling. Their margins came under pressure as
marketing costs escalated.
The companies were forced to reduce prices and offer discounts to survive the competition.
Moreover, analysts were skeptical about the segment's ability to maintain the growth rate in the
years to come. One of the major assumptions underlying the motorcycles rush was that if the
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market was considerably large and was growing at a constant pace, there was room for a
profitable existence for all brands.
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61. In 2001, there were over 30 motorcycle brands in the market. However, with the top five brands
accounting for more than 60% of the market, only 40% of the market was available for all other
new brands put together. Despite the launch of more vehicles, the survival prospects of many of
the individual brands were deemed to be rather bleak.
Further, the growth in the motorcycle segment was dependant on continuing favorable market
conditions. Analysts claimed that to sustain this growth rate, the segment would have to
completely cannibalize the market for scooters and a considerable part of the market for scooters
and mopeds.
Considering the fast growing scooter segment, with high demand from female customers,
followed by the moderately growing moped segment and the restructuring in the scooter segment
with major national and foreign players reinforcing their presence, it was unlikely that the entire
growth in the two-wheeler sector would be due to motorcycles.
Analysts also commented that as the two-wheeler industry had grown steadily for eight years,
stages in the product life cycle would apply to the field sooner, rather than later and the decline
stage would invariably come some day. There was little differentiation between the brands being
launched apart from styling as most companies had introduced their four-stroke vehicles.
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62. 12 - LIMITATION OF THE STUDY: –
• This report incorporates sincere efforts to submit the best possible dossier on the topic
assigned because no study can be perfect. There are bound to be limitations that I faced
and within which I had to work.
• The data used in most part of the report is secondary data, it has inherent discrepancy.
• As TVS is still not a household brand name, some of the respondents were not
completely aware of its products and track record
• Research work was carried out in one Distt of indore only the finding may not be
applicable to the other parts of the country because of social and cultural differences.
• The sample was collected using connivance-sampling techniques. As such result may not
give an exact representation of the population.
• Shortage of time is also reason for incomprehensiveness.
• The views of the people are biased therefore it doesn‟t reflect true picture.
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63. 13- BIBLOGRAPHY :–
BOOKS:
 Name of the book :- Marketing research
Author : - Dr. C.B.Mamoria
 Name of the book :- Marketing research
Author : - Mr. Kothari.
MAGAZINES, JOURNALS AND NEWSPAPERS:
 Journals published by Hero Honda, Annual Report
 Journals published by TVs Anural Report
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64. 14- WEBLIOGRAPHY :-
1. www.herohonda.com
2. www.google.com
3. www.tvs.com
4. www.twowheeler.com
5. www.extrememachines.com
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65. 15- APPENDICES:-
QUESTIONNAIRE:-
ANNEXURE
QUESTIONNAIRE
NAME: - ………………………………………………
CONTACT NO ……………………………………….
AGE:- 15-20 20-25
25-30 Above 30
OCCUPATION:- Businessman Employee
Student Other
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Q1) Which Bike do you have?
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Hero Honda Tvs Any Other

66. Q2) Which Model do you have?
Hero Honda: - Splendor Passion
Karizma Other
Tvs: - Apache Scotty
Star city Other
Q3) In which Family Income do you Fall?
100000-200000 200000-300000
300000-400000 Above 400000
Q4) For how long do you own a Bike?
0-1 year 1-2 year
2-3 year above 3 years
Q5) For what purpose do you use your Motor Bike?
Office Purpose Personal Purpose
Joy Purpose Other
Q6) How do you come to know about this Motor Bike?
Newspaper Television
Magazines Friends/Relatives
Q7) Does Advertisement Influence your decision in choosing a Motor Bike?
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Yes No Can‟t say
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