Final copy 1

A RESEARCH REPORT ON CONSUMER BUYING BEHAVIOUR OF HERO
MOTOCORP TWO WHEELERS

A PROJECT REPORT Submitted by

VISHAL CHAPANERIA & NARESH GULWANI

[2011-13]

[11013 & 11026]

To

Director (PGDM)
In partial fulfillment of the requirements of
Tolani Institute of Management Studies, Adipur
for the award of the degree of
Post Graduate Diploma in Management

Tolani Institute of Management Studies
PB No.11, Lilashah Kutiya Road, Adipur – 370 205 (Kachchh).
Ph: (02836) 261466, 262187 Email: tims@tolani.org, www.tolani.org/tims
JUNE 2012

Tolani Institute of Management Studies Page 1

AKNOWLEDGEMENT

I owe a great many thanks to a great many people who helped and supported me
during the preparation of this project.

I am highly indebted to Manager of Quality Hero Motocorp Mr. MALAM
SINGH for their guidance and constant supervision as well as for providing necessary
information regarding the project & also for their support in completing the project.

I would like to express my special gratitude and thanks to Quality Hero
Motocorp (Gandhidham) employees for giving me such attention and time.

I express my thanks to the Director of, Tolani Institute of Management
Studies, for extending his support.

We are deeply indebted to our supervisor Prof. P.S.Ganguly whose help,
stimulating suggestions, knowledge, experience and encouragement helped us in all
the times of study and analysis of the project in the pre and post research period. We
are also grateful to Dr. Bavesh Vanparia who taught us SPSS Software which
helped to a great extent in the project.

Finally, yet importantly, I would like to express my heart full thanks to my
beloved parents for their blessings, my friends/classmates for their help and wishes
for the successful completion of this project.


EXECUTIVE SUMMARY

The present is the era of customers. Customers are more knowledgeable than ever
before & because the customer is more knowledgeable companies must be faster,
more agile and more creative than few years ago. So companies should strive to
enhance customer satisfaction through knowing their expectations regarding products.

It can be concluded on the basis that market research must be used to find out whether
customer’s expectation are being met by current products or services.

Consumer perception is based on the images consumers have of the organization and
its products, this can be based; on value for money, product quality , fashion and
products reliability. This is anticipating future trends and forecasting for future sales.
This is vital to any organization if they wish to keep their entire current market share
and develop more. Generating income or profit principle clearly states that the need of
the organization is to be profitable enough to generate income or growth and
satisfying the customer is a big part of a company plans they also need to take into
account their own needs.

For making satisfactory progress an organization need to make sure that their product
is developing along with the market, if a product is developing well, then income
should increase, if not then the marketing strategy should be revised. An organization
should always know what is happening within their designated market, if it is
changing, saturation, technological advances, slowing down or rapidly growing, being
up to date on this is essential for companies to survive.


Table of Contents
AKNOWLEDGEMENT................................................................................................................. 2
EXECUTIVE SUMMARY.............................................................................................................. 3
Table of Contents...................................................................................................................... 4
INTRODUCTION......................................................................................................................... 7
Introduction of project.......................................................................................................... 8
1. Problem/need recognition............................................................................................ 9
2. Information search........................................................................................................ 9
3. Evaluation of different purchase options.................................................................... 10
4. Purchase decision........................................................................................................ 10
5. Post Purchase Behaviour............................................................................................. 10
Literature Review................................................................................................................ 12
Introduction of company.................................................................................................... 15
OBJECTIVES OF PROJECT......................................................................................................... 19
METHODOLOGY...................................................................................................................... 20
Type of Research:................................................................................................................ 20
Research Design:................................................................................................................. 20
Sampling Frame:................................................................................................................. 21
Sampling Design:................................................................................................................. 21
FINDINGS................................................................................................................................ 22
LIMITATIONS........................................................................................................................... 41
CONCLUSION.......................................................................................................................... 43
BIBLIOGRAPHY........................................................................................................................ 50


LIST OF TABLE
SR.NO TITLE OF TABLE PAGE NO.
1. Literature Review
2. Introduction to Company
3. Q) Do you have own bike?
4. Q) Which company bike do you have at
present?
5. Q) Who is decision maker for purchasing
bike in your family?
6. Q) How do you purchase Bike?
7. Q) What features you considers when you
purchase bike please tick mark.
8. Q) Rate the following attribute of Show
room.
9. Q) Rate the following schemes that attract
you most.
10. Q) Rate the following feature when you have
to purchase Hero Bike.
11. Test no. 1 Descriptive
12. Test of Homogeneity of Variance
13. Test no. 1 ANOVA
14. Test no. 2 Group Statistics
15. Independent Samples Test
16. Test No. 3 Descriptive
17. Test No. 3. Test of Homogeneity of Variance
18. Test No. 3 ANOVA
19. Test No. 4 Descriptive
20. Test No. 4 Test of Homogeneity of Variance
21. Test No. 4 ANOVA


LIST OF CHART
SR.NO TITLE OF CHART PAGE NO.
1 Buying Behaviour Process
2 Buying Behaviour Model
3 Research Design
4 Q) Do you have own Bike?
5 Q) Which Company bike do you have at Present?
6 Q) Who is decision maker for purchasing bike in your
family?
7 Q) How do you purchase Bike?
8 Q) What features you considers when you purchase bike
please tick mark.
9 Q) Rate the following attribute of Show room.
10 Q) Rate the following schemes that attract you most.
11 Q). Rate the following feature when you have to
purchase Hero Bike.


INTRODUCTION


Introduction of project

The job of marketer is to meet and satisfy target customers’ needs and wants but
“knowing customer" is not a simple task. Understanding the buying behaviour of the
target market for its company products is the essential task for the marketing dep’t.
The job of the marketers is to “think customer” and to guide the company into
developing offers, which are meaningful and attractive to target customers and
creating solutions that deliver satisfaction to the customers, profits to customer and
benefits to the stakeholders.

Marketers must study the customer taste, preferences, wants, shopping and buying
behaviour because such study provides the clues for developing the new products,
price, product changes, messages and other marketing mix elements. In understand
the concept of buying we have the some of the key questions. They are: -

Why does the market buying? Objective

Who does the market buying? Organization

What does the market buying? Objects

When does the market buying? Occasions

Where does the market buying? Outlets

How does the market buying? Operations


Chart no.1

1. Problem/need recognition

How do you decide which particular product or service to purchase? It could
be that your Blu-Ray DVD player stops working and you now have to look for
a new one. All those Blu-Ray DVD films you purchased you can no longer
play! So you have a problem or a new need. For high value items like a Blu-
Ray player or a car or other low frequency purchased products this is the
process we would take. However, for impulse low frequency purchases e.g.
chocolate the process is different.

2. Information search

So we have a problem, our Blu-Ray player no longer works and we need to
buy a new one. What is the solution? Yes go out and purchase a new one, but
which brand? Shall we buy the same brand as the one that blew up? Or stay
clear of that? Consumers often go on some form of information search to help
them through their purchase decision. Sources of information could be family,
friends, neighbours who may have the product you have in mind, alternatively
you may ask the sales people, or dealers, or read specialist magazines like
What DVD? To help with the purchase decision. You may even actually
examine the product before you decide to purchase it.


3. Evaluation of different purchase options.

So what Blu-Ray DVD player do we purchase? Shall it be Sony, Toshiba or
Bush? Consumers allocate factors to certain products, almost like a point
scoring system which they work out in their mind over which brand to
purchase. so for one customer, brand may be more important than price and
another, features and price are just as this means that consumers know what
features from the rivals will benefit them and they attach different degrees of
importance to each attribute. For example sound maybe better on the Sony
product and picture on the Toshiba, but picture clarity is more important to
you then sound. Consumers usually have some sort of brand preference with
companies as they may have had a good history with a particular brand or their
friends may have had a reliable history with one, but if the decision falls
between the Sony DVD or Toshiba then which one shall it be? It could be that
the review the consumer reads on the particular Toshiba product may have
tipped the balance and that they will purchase that brand.

4. Purchase decision

Through the evaluation process discussed above, consumers will reach their
final purchase decision and they reach the final process of going through the
purchase action. Purchase of the product can either be through the store, the
web, or over the phone.

5. Post Purchase Behaviour

Ever have doubts about the product after you purchased it? This simply is post
purchase behaviour and research shows that it is a common trait amongst
purchasers of products. Manufacturers of products clearly want recent
consumers to feel proud of their purchase and they want the customer to
purchase from them again. It is therefore just as important for manufacturers
to advertise for the sake of their recent purchaser so consumers feel
comfortable that they own a product from a strong and reputable organization.
This limits post purchase behavior. i.e. You feel reassured that you own the
latest advertised product.


With help of this study we conclude that buying behaviour of consumer are change
according bto their age, income, gender, occupation etc. on the basis of that we
develop one model that is as under

Buying behaviour model

Chart no.2


Literature Review


Name of author Title of Paper Country Sample Analysis tool findings
size

Vinod Kumar THE IMPACT India 866 (ANOVA),
Bishnoi and Ruchi OF TV teenagers of questionnaire
Sharma
ADVERTISIN Haryana
G ON
BUYING
BEHAVIOR:
A
COMPARATI
VE STUDY
OF URBAN
AND RURAL
Teenagers
Stephen L. THE EFFECT 97 females Questionnaire The results
Sondoh Jr.1, OF BRAND ,SPSS V13; also indicated
Maznah Wan
Omar2, Nabsiah IMAGE ON regression that overall
Abdul Wahid3 OVERALL analysis satisfaction
Ishak Ismail3 and
Amran Harun4 SATISFACTI does influence
ON AND customers'
LOYALTY loyalty. The
INTENTION results imply
IN THE that marketers
CONTEXT should focus
OF COLOR on brand
COSMETIC image benefits
in their
effort to
achieve
customer
loyalty

MINAKSHI CONSUMER India 300 Questionnaire It was inferred
THAMAN BEHAVIOUR consumers ,chi square test from the study
IN THE in Ludhiana that lower and
PURCHASE city middle income
PROCESS OF category

Introduction of company

Hero MotoCorp Ltd. (Formerly Hero Honda Motors Ltd.) is the world's
largest manufacturer of two - wheelers, based in India.
In 2001, the company achieved the coveted position of being the largest two-wheeler
manufacturing company in India and also, the 'World No.1' two-wheeler
company in terms of unit volume sales in a calendar year. Hero MotoCorp Ltd.
continues to maintain this position till date.

Vision

The story of Hero Honda began with a simple vision - the vision of a mobile and an
empowered India, powered by its bikes. Hero MotoCorp Ltd., company's new
identity, reflects its commitment towards providing world class mobility solutions
with renewed focus on expanding company's footprint in the global arena.

Mission

Hero MotoCorp's mission is to become a global enterprise fulfilling its customers'
needs and aspirations for mobility, setting benchmarks in technology, styling and
quality so that it converts its customers into its brand advocates. The company will
provide an engaging environment for its people to perform to their true potential. It
will continue its focus on value creation and enduring relationships with its partners.

Strategy

Hero MotoCorp's key strategies are to build a robust product portfolio across
categories, explore growth opportunities globally, continuously improve its
operational efficiency, aggressively expand its reach to customers, continue to invest
in brand building activities and ensure customer and shareholder delight.


Hero MotoCorp was started in 1984 as Hero Honda Motors Ltd.

 1956—Formation of Hero Cycles in Ludhiana(majestic auto limited)
 1975—Hero Cycles becomes largest bicycle manufacturer in India.

 1983—Joint Collaboration Agreement with Honda Motor Co. Ltd. Japan
signed Shareholders Agreement signed

 1984—Hero Honda Motors Ltd. incorporated

 1985—Hero Honda motorcycle CD 100 launched.

 1989—Hero Honda motorcycle Sleek launched.

 1991—Hero Honda motorcycle CD 100 SS launched.

 1994 -- Hero Honda motorcycle Splendor launched.

 1997—Hero Honda motorcycle Street launched.

 1999 -- Hero Honda motorcycle CBZ launched.

 2001 -- Hero Honda motorcycle Passion and Hero Honda Joy launched.

 2002—Hero Honda motorcycle Dawn and Hero Honda motorcycle Ambition
launched.

 2003—Hero Honda motorcycle CD Dawn, Hero Honda motorcycle Splendor,
Hero Honda motorcycle Passion Plus and Hero Honda motorcycle
Karizma launched.

 2004—Hero Honda motorcycle Ambition 135 and Hero Honda motorcycle
CBZ* launched.

 2005—Hero Honda motorcycle Super Splendor, Hero Honda motorcycle CD
Deluxe, Hero Honda motorcycle Glamour, Hero Honda motorcycle Achiever and
Hero Honda Scooter Pleasure.

 2007—New Models of Hero Honda motorcycle Splendor NXG, New Models
of Hero Honda motorcycle CD Deluxe, New Models of Hero Honda motorcycle
Passion Plus and Hero Honda motorcycle Hunk launched.


 2008—New Models of Hero Honda motorcycles Pleasure, CBZ Xtreme,
Glamour, Glamour Fi and Hero Honda motorcycle Passion Pro launched.

 2009—New Models of Hero Honda motorcycle Karizma:Karizma - ZMR and
limited edition of Hero Honda motorcycle Hunk launched

 2010—New Models of Hero Honda motorcycle Splendor Pro and New Hero
Honda motorcycle Hunk and New Hero Honda Motorcycle Super Splendor
launched.

 2011—New Models of Hero Honda motorcycles Glamour, Glamour FI, CBZ
Xtreme,Karizmalaunched.
New licensing arrangement signed between Hero and Honda.

August—Hero and Honda part company, thus forming Hero MotoCorp
and Honda moving out of the Hero Honda joint venture. November—Hero launched
its first ever Off Road Bike Named Hero "Impulse".


Parent Company Hero Group

Category Motorcycles, Scooters

Sector Two-Wheelers

Tagline/ Slogan Hum mei hai Hero; Desh ki Dhadkan (HeroHonda)

Wide product variety, excellent brand equity & high customer
USP loyalty

STP

Segment Young boys looking for fast sporty bikes for Indian roads

Target Group Young boys in the age 18-30 middle class

Positioning Every person has a hero and a winner within one’s self

Product Portfolio

1. CBZ 2. Karizma
3. Passion 4. Pleasure
Brands 5. Splendour 6. Impulse

SWOT Analysis

1. Huge brand equity and one of the biggest players in the two
wheelers Indian market
2. Excellent R&D, and wide variety of products in every
segment.
3. Excellent distribution, over 3000 dealerships and service
centers
4. Good advertising and excellent rebranding from Hero Honda
Strength to Hero Moto Corp

1. Absence in the premium bike segment
2.High imports for its spare parts i.e. over 30% imports
3. Most of the products have similar features and low on design
Weakness and innovation

1.Two-wheeler segment is one of the most growing industries
Opportunity 2.Export of bikes is limited i.e. untapped international markets

1. Strong competition from Indian as well as international
brands
2. Dependence on government policies and rising fuel prices
Tolani Institute of ManagementBetter public transport will affect two-wheeler sales 18
Threats 3. Studies Page

Competition

OBJECTIVES OF PROJECT

• To know market position of Hero Honda bike in the market.

• To know consumer behaviour for purchase of two wheeler bike.

• To identify the factor which influences on consumer decision?

• To classify which types of customers visiting of Dealers with reference to age,
gender, income

• To know which medium play important role for purchasing bike.

• To study who is the decision make in purchasing bike?.

• Identifying possible areas of Improvement.

• To know consumer preferences of different offers


METHODOLOGY

Type of Research:
Basic Research

Research Design:

Basic Research

Conclusive
Research

Descriptive
Research

Cross-Sectional
Design

Sample Survey
Method
Chart no. 3


• Here we have selected conclusive research because it is flexible & versatile in
nature whereby factors are flexible &can change from person to person. Also
research is structured & formally designed. This research type is used because
information is to be clarified. Further it is cross-sectional in nature because it
is done through sample survey whereby a representative sample is selected
from whole population.

Sampling Frame:
People of Gandhidham and Adipur

Sampling Design:
Non-probability sampling because there is unequal to all respondent being selected as
well as we have control over the population. Convenient sampling as we approached
the Gandhidham people as per our convenience.

Sample Size:

100 People of Gandhidham and Adipur

Data Collection Method:

Structured questions through questionnaire

Data Analysis Technique:

Descriptive Statistics


FINDINGS

1. Do you have own Bike?

(Table no. 3)

Frequency Percent

Valid Yes 80 85.1

No 14 14.9

Total 94 100.0

chart no 4

Interpretation

From the above Table No.1, we conclude that 85.1% which is 80 Respondents have
their own bike and rest 14.9% which is 14 respondents do not have their own bike.


2. Which Company bike do you have at Present?

(Table no. 4)
Frequency Percent
Valid Hero 48 51.06
Honda 15 15.96
TVS 11 11.70
Yamaha 7 7.47
Bajaj 10 10.64
Suzuki 2 2.13
Others 1 1.06
Total 94 100.0

Chart no.5

Interpretation

From the above Table No.2, we conclude that 51.06% of the market is covered by
Hero itself & there is a vast difference of 36.90% between two company market share


which are Hero and Honda who has occupied 1 st position and 2nd position. Suzuki has
least market share which is 2.13%.

3. Who is decision maker for purchasing bike in your family?

(Table no. 5)
Frequency Percent
Valid Father 53 56.4
Mother 2 2.1
Self 35 37.2
Others 4 4.3
Total 94 100.0

Chart no.6

Interpretation

From the above Table No. 3, it is found that 56.38% of respondents were influenced
by their father, 37.23% of the respondents take decisions by themselves, 4.26% of
respondents were influenced by others & 2.13% of the respondents were influenced
their mother.


4. How do you purchase Bike?

(Table no. 6)
Frequency Percent
Valid By Cash 43 45.7

By Loan 51 54.3
Total 94 100.0

Chart no 7

Interpretation

1. Based on Table No.4, it is concluded that 54.26% of the respondents purchase
bike on loan whereas 45.74% respondents purchase bike by cash.


5. What features you considers when you purchase bike please tick mark.
(Table No. 7)
strongly disagree neutral Agree strongly Percentage
disagree agree of agree &
Stongly
Agree
Price 1 1 10 48 34 87.23
Less 2 3 22 44 23 71.28
Maintenance
Style 0 7 20 43 24 71.28
Durability 0 0 18 52 24 80.85
Mileage 0 1 7 19 67 91.49
Easy 0 3 16 53 22 79.79
Driving
Brand 1 5 21 44 23 71.28
Reputation
Color 0 2 14 29 49 82.98

Chart no.8


Interpretation

Price: - From the above table we can see that 48 respondents are agreeing and 34
respondents are strongly agreeing with regards of price of bike while purchasing. So
that we can say that Price is a very important factor while purchasing bike.

Less Maintenance: - From the above table we can see that 44 respondents are agreeing
and 23 respondents are strongly agreeing with the factor of less maintenance of bike
while purchasing. So that we can say that less maintenance is least important factor
while purchasing bike.

Style: - From the above table we can see that 43 respondents are agreeing and 24
respondents are strongly agreeing with the point of style of bike while purchasing. So
that we can say that style is least important factor while purchasing bike.

Durability: - From the above table we can see that 52 respondents are agreeing and 24
respondents are strongly agreeing with the factor of durability while purchasing bike.
So that we can say that durability is least important factor while purchasing bike.

Mileage: - From the above table we conclude that 67 respondents strongly agree for
considering mileage of bike. Also as per our observation at QUALITY HERO,
customers first ask for the mileage of bike due to continuously increase in petrol
prices. Therefore we can say that Mileage is most important factor while purchasing
bike.

Easy Driving: - From the above table we can see that 53 respondents are agreeing and
22 respondents are strongly agreeing with the factor of Easy Driving while purchasing
bike. So that we can say that durability is less important factor while purchasing bike.

Brand Reputation: - From the above table we can see that 29 respondents are agreeing
and 49 respondents are strongly agreeing with the factor of Brand Reputation of bike
while purchasing. So that we can say that Brand Reputation is also important factor
while purchasing bike.

Color: - From the above table we can see that 43 respondents are agreeing and 24
respondents are strongly agreeing with the point of style of bike while purchasing. So
that we can say that style is least important factor while purchasing bike.


6. Rate the following attribute of Show room.

(Table No. 8)
Strongly Disagree Neutral Agree Strongly Percentage
Disagree Agree of Agree &
Strongly
Agre
Available 1 6 25 34 28 65.96
After Sales 3 5 20 39 27 70.21
Service 3 3 18 40 30 74.47
Infrastructur 4 14 27 37 12 52.13
e

Chart no.9

Availability: - From the above table we can see that 34 respondents are agreeing and
28 respondents are strongly agreeing with the attribute of Availability of bike. So that
we can say that Availability is less important attribute.


After Sales: - From the above table we can see that 39 respondents are agreeing and
27 respondents are strongly agreeing with the attribute of After Sales service of bike.
So that we can say that After Sales is important attribute.

Service: - From the above table we can see that 40 respondents are agreeing and 30
respondents are strongly agreeing with the feature of Service of bike. So that we can
say that Service is most important attribute.

Infrastructure: - From the above table we can see that 37 respondents are agreeing
and 12 respondents is strongly agreeing with the element of Infrastructure of
showroom. So that we can say that Infrastructure is least important attribute.


7. Rate the following schemes that attract you most.

(Table No. 9)
Disagree Agree of Agree
&
Strongly
Agree
Special 2 4 21 44 23 71.28
Offer
Exchange 2 14 30 33 15 51.06
Offer
Special 4 16 26 31 17 51.06
Gift
Cash 0 4 19 23 48 75.53
Discount

Chart no.10

Special Offer: - From the above table we can see that 44 respondents are agreeing and
23 respondents are strongly agreeing with the attraction of scheme of Special Offer of
company. So that we can say that Special Offer is attractive scheme.

Exchange Offer: - From the above table we can see that 33 respondents are agreeing
and 15 respondents are strongly agreeing with the attraction of scheme of Exchange
Offer of company. So that we can say that Exchange Offer is least attractive scheme.


Special Gift: - From the above table we can see that 31 respondents are agreeing and
17 respondents are strongly agreeing with the attraction of scheme of Special Gift of
company. So that we can say that Special Gift is least attractive scheme.

Cash Discount: - From the above table we can see that 23 respondents are agreeing
and 48 respondents are strongly agreeing with the attraction of scheme of Cash
Discount given by company. So that we can say that Cash Discount is Most attractive
scheme.


8. Rate the following feature when you have to purchase Hero Bike.

(Table No. 10)
Disagree Agree of Agree &
Strongly
Agree
Mileage 0 0 7 33 54 92.55
Available 1 3 22 54 14 72.34
Price 1 2 6 55 30 90.42
After 1 0 16 49 28 81.91
Service
Pick Up 3 2 12 44 33 81.91

Chart no. 11

Mileage: - From the above table we can see that 33 respondents are agreeing and 54
respondents are strongly agreeing with the feature of Mileage of Bike. So that we can
say that Mileage is most attractive Feature in Bike.

Availability: - From the above table we can see that 54 respondents are agreeing and
14 respondents are strongly agreeing with the feature of Availability of company. So
that we can say that Availability is least attractive feature of company.

Price: - From the above table we can see that 55 respondents are agreeing and 30
respondents are strongly agreeing with the feature Price of Bike. So that we can say
that Price is much attractive Feature while purchasing Bike.


After Service: - From the above table we can see that 49 respondents are agreeing and
28 respondents are strongly agreeing with the feature of After Service of company. So
that we can say that After Service is also attractive feature of company.

Pick Up: - From the above table we can see that 44 respondents are agreeing and 33
respondents are strongly agreeing with the feature of Pick Up of Bike. So that we can
say that Pick Up is also attractive feature of bike.


Test No. 1

H0-there is no significance difference in considering price of bike to different
income level

H1- there is significance difference in considering price of bike to different
income level

Descriptive

What features you consider when you purchase bike please tick mark [Price]

Chart no 11

N Mea Std. Std. 95% Confidence Minimu Max
n Deviatio Error Interval for Mean m imu
n m

Lower Upper
Bound Bound

Less than
6 4.17 .983 .401 3.13 5.20 3 5
15000

15000-
39 4.33 .701 .112 4.11 4.56 2 5
30000

30001-
32 4.16 .574 .101 3.95 4.36 3 5
45000

45000
17 4.00 1.061 .257 3.45 4.55 1 5
above

Total 94 4.20 .756 .078 4.05 4.36 1 5

Test of Homogeneity of Variances


What features you consider when you purchase bike please tick mark [Price]
Table no.12
Levene
Statistic df1 df2 Sig.
2.130 3 90 .102

ANOVA
What features you considers when you purchase bike please tick mark [Price]
Sum of Mean
Table no.13 Squares df Square F Sig.
Between
1.441 3 .480 .836 .478
Groups
Within Groups 51.719 90 .575
Total 53.160 93

From the above table of Test of Homogeneity of Variances which shows the
equality of variance and hypotheses for the same os as under:-
H0-variance of all group are equal

H1- variance of all group are unequal

The F value is 2.130 and its associated significance value is 0.102 which is greater
than .05, so we fail to reject null hypotheses so it conclude that variance of all group
are equal.
Anova table provide information for testing hypothesis. F value is used as test of
significance of difference in mean across the group. F value in this test is equal to
0.836 and its associated P value is reported as 0.478 which is greater than 0.05 so we
are failed to reject null hypothesis that is there is no significance difference in
considering price of bike to different income level

Test no2

Ho- there is no difference for considering easy driving with respect to gender


H1- there is no difference for considering easy driving with respect to gender

Group Statistics

Std.
Gende Std. Error
Table no.14 r N Mean Deviation Mean
What features you male 82 3.96 .744 .082
considers when you female
purchase bike please
12 4.25 .622 .179
tick mark [Easy
driving]


Independent Samples Test

Levene's
Test for
Equality of
Table no.15 Variances t-test for Equality of Means
95%
Std. Confidence
Sig. Mean Error Interval of
(2- Diffe Differ the
F Sig. t df tailed) rence ence Difference
Uppe Lowe
r r
What Equal
features you variance
considers s
when you assumed -
-.73
purchase .001 .981 1.26 92 .208 -.287 .226 .162
5
bike please 9
tick mark
[Easy
driving]
Equal
-
variance 16.0 -.70
1.45 .166 -.287 .197 .132
s not 07 5
2
assumed

To find out difference for considering easy driving with respect to gender independent
sample test has been employed with the above hypothesis and from the table, we
conclude that we are fail to reject Null hypothesis because F value is 0.001 and its
associated significance value is 0.981 which is greater than 0.05.

Test No. 3


Ho- there is no significance difference in considering brand of bike belonging to
different occupation

H1- there is significance difference in considering brand of bike belonging to
different occupation

Descriptive

What features you consider when you purchase bike please tick mark [Brand
Reputation]
Std.
Table Deviati Std. 95% Confidence Mini Maxim
no.16 N Mean on Error Interval for Mean mum um
Lower Upper
Bound Bound
service
18 3.89 .758 .179 3.51 4.27 2 5
s
busines
14 4.00 .679 .182 3.61 4.39 3 5
s
student 55 3.98 .828 .112 3.76 4.21 2 5
Profess 1.20
3 3.33 2.082 -1.84 8.50 1 5
ional 2
Others 4 2.50 .577 .289 1.58 3.42 2 3
Total 94 3.88 .878 .091 3.70 4.06 1 5

Reputation]

Table no.17
Levene
2.789 4 89 .031


ANOVA

Reputation]
Sum of Mean
Table no.18 Squares df Square F Sig.
Between
9.287 4 2.322 3.310 .014
Groups
Total 71.713 93

equality of variance and hypotheses for the same as as under:-

H0-variance of all group are equal


The F value is 2.789 and its associated significance value is 0.031 which is less than
0.05, so we reject null hypotheses accordingly it concludes that variance of all group
are unequal.
Anova table provide information for testing hypothesis. F value is used as test of
significance of difference in mean across the group. F value in this test is equal to
3.310 and its associated P value is reported as 0.014 which is less than 0.05 so we
reject null hypothesis and accept alternative hypothesis that is there is significance
difference in considering brand of bike belonging to different occupation.


Test No. 4

H0- there is no significance difference in considering style of bike belonging to
different age group

H1- there is significance difference in considering style of bike belonging to
different age group

Descriptive

What features you consider when you purchase bike please tick mark [Style]

Table no.19
Std. Std. 95% Confidence Mini Maxim
N Mean Deviation Error Interval for Mean mum um
Lower Upper
Bound Bound
18-
64 4.02 .807 .101 3.81 4.22 2 5
30
31-
23 3.83 .937 .195 3.42 4.23 2 5
40
41-
7 3.00 .816 .309 2.24 3.76 2 4
50
Tota
94 3.89 .873 .090 3.71 4.07 2 5
l


Table no.20
Levene
1.003 2 91 .371

ANOVA



Table no.21
Sum of Mean
Squares df Square F Sig.
Between
6.647 2 3.324 4.705 .011
Groups
Total 70.936 93

equality of variance and hypotheses for the same os as under:-

Ho-variance of all group are equal


The F value is 1.003 and its associated significance value is 0.371 which is less than .
05, so we fail to reject null hypotheses so it conclude that variance of all group are
equal.
To find out significance difference in considering style of bike belonging to
different age group One Way Anova has been employed with the above hypothesis
and from the table, we conclude that we reject Null hypothesis because F value is
4.705 and its associated significance value is 0.011 which is less than 0.05

LIMITATIONS

1. Population of Gandhidham is almost 350000 and we consider only 94
respondent. So the size of sample is small.


2. We have to complete our research report between 1 may to 11 june. So
the period of study is less.

3. This study is limited to gandhidham city only.


CONCLUSION

1. The study reveals that 51.06% respondents have Hero bike which shows the
reach-ness of the company in the market. This is because of their fuel efficient
as well as low prices of their bikes.

2. The influence of purchase decision of respondent is their father.

3. It is found that 91.49% of respondent gives priority to mileage & 87.23% of
respondent’s gives priority to price.

4. The study reveals that 74.47% of respondents gives priority to service which is
provided by showroom employees to the customer before purchasing bike.

5. 75.53% of respondents are attracted with the scheme of cash discount.

6. Almost 92% of respondent will consider Mileage & 90% of respondents will
consider Price at the time of purchasing Hero bike.

7. With compare to Male, Female want more Easy Driving two wheeler.


RECOMMENDATION

1. Company should launch fuel efficient bike as now a days petro; price are
increasing.

2. Company should provide good financing schemes because more than 50%
of the respondents purchase their bike through loan.

3. Gandhidham showroom should improve their service more provided to the
customer because as per our study, customer gives most weightage to
service provided by the showroom employees.


APPENDIX

Questionnaire

We here by declare that the below information will only be used for academic purpose
and none of the information will be licked or misused. So kindly don’t be panic while
filling the questionnaire and help us in fulfilling our report accurately by giving your
honest reply.

_____________________________________________________________________

2. Do you have own Bike?
1) Yes
2) No

3. Which Company bike do you have at Present?
1) Hero
2) Honda
3) TVS
4) Yamaha
5) Bajaj
6) Suzuki
7) Others (Please Mention) __________________

4. Who is decision maker for purchasing bike in your family?
1) Father
2) Mother
3) Self
4) Other

5. How you purchase Bike?
1) By Cash
2) By Loan


6. What features you considers when you purchase bike please tick mark.

Strongly Disagree Neutral Agree Strongly
Disagree Agree
(1) (2) (3) (4) (5)
Price

Less
Maintenance
Style

Durability

Mileage

Easy Drive

Brand
Reputation
Color

7. Rate the following attribute of Show room.

Disagree Agree
(1) (2) (3) (4) (5)
Available
After Sales
Services
Infrastructur
e

8. Rate the following schemes that attract you most.


Disagree Agree
(1) (2) (3) (4) (5)
Special
Offer
Exchange
Offer
Special
Gift

Cash
Discount

9. Rate the following feature you have purchase Hero Bike.

Disagree Agree
(1) (2) (3) (4) (5)
Mileage

Availability

Price

After
Service
Pick Up


Customer Personal Information

1. Name

_______________________________

2. Gender

1) Male

2) Female

3. Age

1) 18-30

2) 31-40

3) 41-50

4) 51 & Above

4. Family Income

1) Below 15000

2) 15001-30000

3) 30001-45000

4) 45001 & Above

5. Occupation


1) Service

2) Business

3) Student

4) Professional

5) Others (Please Mention) ________________

Thank you


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