Consumer Behavior Towards Hero Honda Splendor Plus

CONSUMER BEHAVIOR TOWARDS Hero Honda Splendor Plus

CONTENTS CHAPTER :- 1 1) INTRODUCTION 2) SIGNIFICANCE OF THE STUDY 3) NEED OF THE STUDY 4) OBJECTIVITY OF THE STUDY 5) THE TWO-WHEELER SEGMENT IN INDIA 6) METHODOLOGY

CHAPTER:- 2 1) THEORETICAL

BACKGROUND

BEHAVIOR

CHAPTER:- 3 1) PROFILE OF THE COMPANY 2) PRODUCT PROFILE

CHAPTER:- 4 1) EVALUATION OF THE STUDY

B.R.B. COLLEGE OF COMMERCE, RAICHUR

OF

CONSUMER

CONSUMER BEHAVIOR TOWARDS Hero Honda Splendor Plus

CHAPTER:- 5 1) FINDINGS 2) SUGGESTIONS

CHAPTER: 6 1) BIBLIOGRAPHY

B.R.B. COLLEGE OF COMMERCE, RAICHUR

CONSUMER BEHAVIOR TOWARDS Hero Honda Splendor Plus

CHAPTER 1

1.1

Introduction

1.2

Significance of the study

1.3

Need of the study

1.4

Objectivity of the study

1.5

The two-wheeler segment in India

1.6

Methodology

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CONSUMER BEHAVIOR TOWARDS Hero Honda Splendor Plus

CHAPTER 1

1.1

Introduction In today’s volatile and fast moving world there is nothing constant

except change, if one adopts a change to the new scenario. One runs the link the getting of touch with the ground related & these enticing the competitive edge.

Over the last decade or more the Indian market far product and service as under going a fundamental change i.e. The market is changing from a seller market to lower market. Since the start of liberalization places in the early nineties.

This process has accelerated further and more suppliers are now trying to move the consumer for the similar products and services in which consumer has a wider choices.

All this has forced companies to be more focused on the consumer needs and not just have a product / services by force. Those companies who have been able to focus better on the needs of the consumer have obviously faced better than others.

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Having opened proverbial “Pandora’s” box the marketing are wondering not just how to win the customer but also how to retain them.

1.2

Significance of the study The present study is directed towards consumer behavior towards

Hero Honda Splendor plus in RAICHUR City.

This study is being conducted to know company’s customer more and serve them better.

1.3

Need of the study This search has been under taken to know the consumer behavior

provided by the dealer to their customers.

1.4

Objectives of the study  To know consumer behavior of purchasing Hero Honda Splendor Plus.  To evaluate consumer satisfaction of the Hero Honda Splendor Plus.  To find out any more improvements to be done to the present vehicle i.e. Hero Honda Splendor Plus.

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CONSUMER BEHAVIOR TOWARDS Hero Honda Splendor Plus

 To study the present market scenario of the two wheeler industry in India.

1.5

The two-wheeler segment in India The automobile industry in India is usually thought of

manufacturer of cars, commercial vehicles & jeeps. Not many realize that a major components of the industry in manufacturer of two wheelers & three wheelers which accounts for a gross turn over of about 5000 and provides direct and indirect employment for about 2,00,000.

Two wheelers are personally owned, they have been instrumental in transforming. The life style of a large number of people particularly in the urban areas of India. They cater to a very basic need for individual transportation.

The growth in the sales of the Two-wheelers in India is therefore a reliable index of our economic development and progress.

Indian consumer has access to latest information on world class bikes through media. Due to changing life style, the people are seeking variety and novelty.

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CONSUMER BEHAVIOR TOWARDS Hero Honda Splendor Plus

The main product attributes of a bike which consumer perceives are fuel efficient, convenience, and maintenance free, easy to handle, simple machine and light weighted, easily controllable and cost effective.

Keeping the above attributes in the mind, each and every twowheeler company is trying to reach out more and more customers through latest models with innovative technologies.

1.6

Methodology The present study is based on both primary & secondary data. The

company data have been collected through survey method by way of questionnaire. In India to this, personnel discussion and interviews were collected. The secondary data have been collected from published and unpublished records from the concerned institutions.

Here this study is based on questionnaire method with personnel interview a questionnaire is distributed.

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CONSUMER BEHAVIOR TOWARDS Hero Honda Splendor Plus

CHAPTER 2

THEORETICAL BACKGROUND OF CONSUMER BEHAVIOR

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CONSUMER BEHAVIOR TOWARDS Hero Honda Splendor Plus

CHAPTER-2 THEORETICAL ASPECTS OF BEHAVIOR

Introduction The study of consumer behavior is the study of how individual make decision to spend there available resources (time, money & effort) on consumption – related items. It includes the study of what they buy why they buy it, when they by it, where they buy it, how often they by it and how often they use it.

Consider a more durable product, such as the Two-wheeler. What kinds of consumer by fax machines for how use? What features do they look for? What benefits do they seek? How likely they to replace there are old models when new models with added features become available? The answers for these questions can be found through consumer research and can provide manufactures with important input for product scheduling, design, modification & promotional strategy.

Although how and why consumer make decision to buy goods and services consumer research goes far beyond these facts of consumer behavior and encompasses all of the behaviors that consumers display in

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searching for purchasing, using, evaluating, and disposing of products & services that they except will satisfy their needs.

Marketers must decide at whom to direct their promotional efforts the buyer or the user. For some products, they must identify the person who is most likely; to influence the decision who may be neither the buyer nor the user. Some marketers believe that the buyer of the product is the best prospect, others believe it is the user of the product, will still others play it safe by directing their promotional efforts to both buyers and users.

Consumers behavior was a relatively, new fields of study in the midrolate 1960’s. With no history or body of research of its own, the discipline borrowed heavily from concepts developed in other scientific disciplined, such as psychology (the study of how an individual), sociology (the study of groups), social psychology (the study of how and individual operators in groups), anthropology (the influence of society on the individual) and economics.

Many early theories concerning consumer behavior based on economics theory, on the notion those individual at rationally to

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maximize their benefit (satisfaction) in the purchase of goods and services.

Consumer Consumer one who is an actual user of the goods and services, who express his feeling after actual use, weather the goods & services are up to his satisfaction or not.

In other words consumer are persons who act in the capacity of consumers, whether they consume on there own behalf (final consumer) or consumer’s necessary part of these employments in institutions or industry.

Consumer Behavior According to LONDON Della Bitta consumer may be defined as “The decision process and physical activity individual engage in men evaluating, acquiring, using or disposing of goods and services”.

According to Webster it may be defined as “All psychological social and physical behavior of the potential customers as they become aware of evaluate purchases, consume and other product and services”.

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CONSUMER BEHAVIOR TOWARDS Hero Honda Splendor Plus

In chart consumer behavior is the act of consuming or using goods or services. So in consumer behavior we consider not only part of decision process but also why, after and under what condition the purchases is needed.

BUYER CHARACTERISTICS INFLUENCING CONSUMER

Cultural

Social

Personal

Psychological

Cultural

Reference Groups

Sub Cultural

Family

Social Class

Role & Strategies

Age & Life occupation Economics Circumstance Life Style Personality

Motivation Perception Leading Attitudes & Beliefs

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B U Y E R

CONSUMER BEHAVIOR TOWARDS Hero Honda Splendor Plus

Cultural Characteristics

The broadest influence on the buyer is the buyer is the buyer cultural characteristics particularly the buyer’s culture, sub-culture and social Class identification.

Culture It is the most fundamental determinant of wants and behavior whereas of lower creatures is largely by instinct; human behavior is largely learned. The new baby as it grows up in a society will earn a basic of socialization involving the family and other key institutions.

Sub-Culture Each culture contains similar groups or sub-groups and each of those provides more specific identification and socialization for its members.

Social Class Virtually

all-human

societies

exhibit

social

satisfaction.

Satisfaction may take the form of a caste system where the number of different castes are reared for certain roles and cannot change their caste membership. B.R.B. COLLEGE OF COMMERCE, RAICHUR

CONSUMER BEHAVIOR TOWARDS Hero Honda Splendor Plus

Social Classes several features. Persons within given class tends to behave more alike. It is measured as weighted function of one’s occupation, income, wealth education, value orientation etc.., It is continues rather than discrete, with individuals able to move into a higher social class or drop into a lower one.

Social Characteristics It includes references group, family and status of the buyer.

Reference groups These groups influences person’s attitudes, opinions and values. Some are primary groups such as family; close friends neighbors and fellow workers and other are secondary groups such as fraternal organization & professional association. Groups they are not members of inspirational groups but also influence people. Sports heroes & motive starts are typical members of these groups.

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CONSUMER BEHAVIOR TOWARDS Hero Honda Splendor Plus

1.

Family Of all the face groups, a person’s family undoubtedly plays the

largest & most enduring role in influencing has or her attitudes. Opinions & value from the family the person acquires a mental set not only towards religion, politics & economics but also towards personal ambition, self worth & loves. Even if the buyer no longer interacts very much with his or her family, the family influence on the unconscious behavior of the buyer can be strong.

2.

Role & Statuses A person participates in many groups through out life family other

reference groups, organizations & institutions.

The person will have a certain position in each group that can be defined in terms of role & status. Each role has a status attached to it. This reflects the general esteem according to that role in society or in the eyes of the immediate group.

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CONSUMER BEHAVIOR TOWARDS Hero Honda Splendor Plus

III Personal Characteristics The

buyer’s

age

and

life

cycle

occupation,

economic

circumstances, life style & personality also influence a buyer decision.

1.

Age and Life Cycle The concept of family life cycles has been developed to help and

identity possible changing wants, attitudes & values, as people grow older. Seven stages of the family life cycle have been distinguished.

The Bachelor stage

:

Young single people

Newly married couples

:

Young no children

The fullness I

:

Young married couples with youngest child under six.

The Fullness II

:

Young married couples with youngest Child six or over

The fullness III

:

Older married couples with Dependent children

The emptiness

:

Older married couples with no children living with them.

The Solitary Survivors

:

Older single people

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CONSUMER BEHAVIOR TOWARDS Hero Honda Splendor Plus

2.

Occupation Persons occupation will lead to needs and wants for goods services.

A blue cooler worker will buy work clothes & work shoes. His or her company president buys expensive goods.

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CONSUMER BEHAVIOR TOWARDS Hero Honda Splendor Plus

3.

Economic Circumstance People’s economics circumstance will greatly affects the goods &

services they consider & buy. Their circumstance consists of their income saving & asset, borrowing power & attitude towards spending versus saving.

4.

Life Style People coming from some sub-culture, social class, and even

occupational group can choose to lead quite different life styles. Marketers believe that persons products and brand choices are a key indicator of his or her life style.

5.

Personality Personality

describes

the

organization

of

the

individual

distinguishing character trait attitudes and habits. Each person has a distinct personality marketed by such traits as their degree of extraversion versus introversion impulsiveness versus deliberateness, creativity versus conventionality and activeness versus passiveness.

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IV Psychological characteristics Four major psychological process motivation perception learning & beliefs & attitudes also influence a person’s buying choice.

a.

Motivation A person will recognize himself or herself as having all kinds of

needs at any point in time. Some needs are, Biogenic need for food, drink, and bodily comfort.

Psychogenic – such as need for recognition, response or variety of experience

A motive is stimulated need that it sufficiently pressing to direct the person towards the goal of satisfying the need.

B.

Learning A motivated person is ready to act. How the motivated person

decides to act is influence by him or her perception of the situation. Two people in the same motivated state and objective situation may act quite differently because they perceive the situation differently.

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When people act, they experience direct and indirect effect, which influence there future behavior learning, is the name given to the change in an individual behavior arising from experience most of behavior is learned.

C.

Beliefs and attitudes Through the learning process, people acquire there beliefs and

attitudes. These in turn influence there behavior.

A belief is a descriptive though that a person holds about something manufacturers are very much interested in the beliefs that people carry in their heads about their products and services.

An attitude describes a person enduring favourable or unfavorable condition evaluation, emotional, feeling and action tendencies towards some objects or idea. Attitudes function in people’s level to enable them to have a fairly consistence behavior towards similar classes of objects.

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CONSUMER BEHAVIOR TOWARDS Hero Honda Splendor Plus

1.

Buyers Characteristics To understand buyer characteristics we should understand cultural,

social, personal and psychological factors.

2.

Products Characteristics Various characteristics of the product that is quality and backup

services will influence the buying outcome.

3.

Seller Characteristics Characteristics of the seller that is retailer’s knowledge, ability,

friendliness and services will influence the buying outcome.

4.

Situational characteristics Various situational factors that are time pressure, time of the year

weather chance meeting with friends and the current economic outlook will also influence the buying decision.

All four components of buying situation – buyer products, sellers and situation interact to product the buying outcome.

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CONSUMER BEHAVIOR TOWARDS Hero Honda Splendor Plus

B.R.B. COLLEGE OF COMMERCE, RAICHUR

CONSUMER BEHAVIOR TOWARDS Hero Honda Splendor Plus

CHAPTER 3

1. PROFILE OF THE COMPANY 2. PRODUCT PROFILE

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CONSUMER BEHAVIOR TOWARDS Hero Honda Splendor Plus

CHAPTER 3

“When the going gets tough gets going. the most menarable, veetaries are those won in the thought fields. In its fourth year since liberalization, the Indian market in 1996-97 resembled a battle field, eager to eliminate the work, & encourage the really hardy” Hero Honda is one among them.

Hero Honda group on 1800 company which was earlier a Hero. Group that manufactured bicycle & mopeds, thought of diversification that is going for the 100 cc bikes.

The association of Hero Honda dates back to 1983 when the Hero group ensured collaboration with Honda motors company Japan, which was the major & well – known player in the automobile sectors. They have 26% shares equally of each group & the rest investment was made in the farm of share & promoters.

Mr. Ramkanth Munjal the managing director of ‘Hero Honda group’ was the man behind the success of the company.

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The main with dynamic & great foresight & vision has really taken the Hero Honda to new heights. For Hero Honda Motors Company, Janpan Collaborates has provided to be very fruitful & eventful.

Under the able guidance of Raman Munhall, Hero Honda group prospered remarkably well & attained the status of a market leader. Hero Honda was just head by Mr. Brij (Mohan Lal Munhall, a Delhi based company) was incorporated in 1984.

The 4 stroke were luck, luck & luck. Says are market watcher who believes Hero Honda got a license to most money because of FIRODIA family of Hondas other joint venture pune based Kinetic Honda Ltd., opened for a scooter collaborate when offered the first choice in picking vehicles.

Honda through 1980’s in the Indian market for motor cycles attitudes seems to have been shaped by technology, which was high-tech & recognized FOR Indian roads, the 4 stroke 100-cc engine that gave “fill it, sheet it, forget it” motorbike Hero Honda or Sharp edge other than rest uniquely positioned is the ultimate fuel-saver on two-wheelers. It causes up to take hardness out of what was pre-weighted as a motorbike & machine out of the essential character of a motorbike rider. LeatherB.R.B. COLLEGE OF COMMERCE, RAICHUR

CONSUMER BEHAVIOR TOWARDS Hero Honda Splendor Plus

knuckled bikes scoped it at as a namby-pamby two-wheeler providing a bike. But it proceeded to modifying the product as a sensible transport option purring into the heart of the consumer who could be “gentle” by motor cycling standards set by such gis-guzzling as Enfield, Yezdi & Rajoot. “A motorbike beginning to be accepted as a safe riding vehicle”.

HHML India’s No. 1 motorbike marketer. It has 97.2 c-c Models styled differently, but all united by the ECO – friendliness of the original engine.

The direct result of the company’s second 10-year signed in June1994 with Honda motors company coming into youth.

Manjals target for HHML one million vehicles per annum before turning 20th 2006. A large portion will come from its care segment, where opportunity is no ekes, existing the companies 100 cc motorbikes plant Dharuhero, Haryana, has been operating 1 Lakhs units in 1993-94 to 1.8 Lakhs, 2.4 Lakhs and now 3 Lakhs units this fiscal years. from past three years the company has interest 55 crores in the expansion all from internal accruals. Ten years ago save petrol was a slogan to CD-100 and other competitor’s bike was vague in their appeal. B.R.B. COLLEGE OF COMMERCE, RAICHUR

CONSUMER BEHAVIOR TOWARDS Hero Honda Splendor Plus

No true, restarts, HHML, which has done much ware, rely on the technological bonanza. it did some smart rescanning and reengineering on its 4-storke engine to launch new models. steak cam in 1988 aimed at the style struck CD – 1011 SS a slightly more rugged version of the original bike comes three years later, for all train usage. the most recent splendor plus come in 2003 with a new frame and together look to offer sleeks styling with CD-100 55 suspensions system.

“All these bikes served the needs of the Indian consumers beautifully so for”.

In the years HHMl drew on the hero group’s experience with low cost vendor’s development to luring down its products in part control to less them a tenth the value. HHML is furiously rising its. Manufacturing capacity. It had to inject-cost consciousness into all its regular operations. This was no easy task with the prices of raw material spiraling. By their experience is aids control costs.

Strict inventory planning has stocking costs too. They don’t make purchase orders with all studying the overall cost complications to the vehicles. The give is impressive. B.R.B. COLLEGE OF COMMERCE, RAICHUR

CONSUMER BEHAVIOR TOWARDS Hero Honda Splendor Plus

Productivity is up. Seven years ago HHML took 1990 employees to make 84000 mobiles. Other player have and to bike prices to accommodate the costs of installing commission control devices, no such additional cost have to be in curred by Hero Honda. HHML has soplened its interest burdens and used it smart cash flow ideas to create a wonderful gap between inflows and outflows. HHML gets its payments from its buyer in ten days. While it may take as many as sixty days to send money to its creditors goods dealership mean that gets some time gets all its money is advance.

The company expects 26-1 rise in turn over, to rupees 800 crore in 996-97 and an 82-1 jump in profit offer taxes, to about Rs. 40 crores. “The fundamental are strong so the company can offer to take risks. After impressing capacity and with profits spraying by 55 to 42 crores. A limited capacity in previous years. Seen its market shares skid from 3259. In 1996-97 increased production by 15 / long side its implementation of Japanese style ‘Just in time’ (JET) manufacturing practices in paying off. Market shares as improved 36 / and earning per share nearly doubled to Rs. 25 crores in two years its plants to further increases its capacity by 10 / the company has projected turn over of Rs. 1100 crores and profit by buyers taxes of 80 crores. B.R.B. COLLEGE OF COMMERCE, RAICHUR

CONSUMER BEHAVIOR TOWARDS Hero Honda Splendor Plus

B.R.B. COLLEGE OF COMMERCE, RAICHUR

CONSUMER BEHAVIOR TOWARDS Hero Honda Splendor Plus

PROFILE OF SITHA ROOM MOTORS:-S Engine

:

4-stroke single cylinder air cooled, OHC.

Displacement

:

97.2 cc

Transmission

:

4-speed constant mesh

Ignition

:

electronic

Head light

:

12 v 35 / 35 w multi reflector halogen

Frame

:

tubular double cradle type

Suspension (front)

:

telescopic hydraulic fork

Suspension (rear)

:

hydraulic spring louded type & side

Wheel base

:

1230 m.m

Ground clearance

:

159 m.m

Carb wet

:

109 kg

Tire (front)

:

2.75*18-4pr

Tire (rear)

:

2.75*18-6 pr

Break type

:

drum type (130 mm diameter)

:

Special disk type (240 mm diameter)

Rear

:

Drum type (110 mm diameter)

Maximum power

:

7.5 ps @ 8000 rpm

:

5.5 kw @ 8000 rpm

:

85 km / hour

lamp

action

Maximum speed

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CONSUMER BEHAVIOR TOWARDS Hero Honda Splendor Plus

Fuel tank capacity

:

10.5 liter (reserve 1.4 1 ltr)

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CONSUMER BEHAVIOR TOWARDS Hero Honda Splendor Plus

DEALING PROCEDE OF SITHARAM MOTORS

1.

Showroom sales

:

Where customers approach directly with sales manager

2.

Through marketing

:

Where dealer has to complete with Competitors with promotional Activates like advertisement Demonstration, displays and road

shows And test-drives

Separate sales force has been appointed to meet in personal with the customers. The dealing will be in the following ways.

Limitations of the firms 1) They are authorized to sell only Hero Honda Vehicles and spare parts 2) They are not able to reach there target sales 3) It has one more difficulty, that the company dumps the product to its dealer. In order to increase the size of the company, the company forces the dealers to sell more and hence dumping occurs.

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CONSUMER BEHAVIOR TOWARDS Hero Honda Splendor Plus

MARKETING STRATEGY AND SALES PROMOTION CARRIED OUT BY SITHARAM MOTORS ADVERTISING  Catalogue advertisement  Printing of calendars  Pamphlet advertising  Window display  Banners and posters.  Media

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CONSUMER BEHAVIOR TOWARDS Hero Honda Splendor Plus

EVALUATION OF THE STUDY AGE GROUPS OF RESPONDENTS Particulars 22-30 30-40 40-50 50 & above Total

No. of respondents 22 12 11 05 50

Percentage 44% 24% 22% 10% 100%

Conclusion It is obvious from the table that the respondents who is in the age group of 22-30 yrs has preferred the Hero Honda splendor plus when compared to other groups. The second place goes to the respondent whose age group is in between 30 to 40 and their percentage is 24.

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CONSUMER BEHAVIOR TOWARDS Hero Honda Splendor Plus

Profession of the respondents Particulars Student Employee Others Total

No. of respondents 28 15 07 50

Percentage 56% 30% 14% 100%

Conclusion Most of the respondents i.e. 56% are from the student group. The students are more preferred the Hero Honda splendor thus than to other groups. Due to mileage & comfort of the vehicle they are preferred more.

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CONSUMER BEHAVIOR TOWARDS Hero Honda Splendor Plus

Respondents influencing buying the vehicles Particulars Price Comfort Maintenance Publicity Total

No. of respondents 10 20 14 06 50

Percentage 20% 40% 28% 12% 100%

Conclusion The field survey clearly indicates in the above table that the 40% of the respondents are of the opinion that they have preferred because of more comfort 28% respondents have started because of less maintenance. 20% respondents opinion is because of low price they preferred this vehicle.

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CONSUMER BEHAVIOR TOWARDS Hero Honda Splendor Plus

Mileage range of the vehicle Particulars 4-50 50-60 60-70 70 & above Total

No. of respondents 12 28 08 02 50

Percentage 24% 56% 16% 04% 100%

Conclusion The above take clearly reveals that the majority of the respondents i.e. 60% the of have preferred splendor plus as it give more mileage i.e. 50-60

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CONSUMER BEHAVIOR TOWARDS Hero Honda Splendor Plus

Suitable of the vehicle on road conditions and climate Particulars Yes No Total

No. of respondents 45 5 50

Percentage 90% 10% 100%

Conclusion The above table clearly indicates that most of the respondents stated that Hero Honda Splendor vehicle is suitable for our road conditions & climate.

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CONSUMER BEHAVIOR TOWARDS Hero Honda Splendor Plus

COA of Maintenance per month

Particulars High Low Medium Total

No. of respondents 10 18 22 50

Percentage 20% 36% 44% 100%

Conclusion By seeing the above table it is clear that the maintenance of the splendor plus is medium i.e. 44% of the respondents are agreed.

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CONSUMER BEHAVIOR TOWARDS Hero Honda Splendor Plus

Satisfaction after sales & Service from Dealer Particulars High Satisfied Low Satisfied Medium Satisfied Total

No. of respondents 33 03 14 50

Percentage 66% 6% 28% 100%

Conclusion The above table clearly specifies that the customers are highly satisfied from dealers after the sales & service i.e. 66%.

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CONSUMER BEHAVIOR TOWARDS Hero Honda Splendor Plus

Resale value of the splendor plus

Particulars Yes No Cant Say Total

No. of respondents 35 10 05 50

Percentage 70% 20% 10 % 100%

Conclusion Here it is crystal clear that by seeing the above table the splendor plus is having a resale value that the 80% of the respondents are agreed.

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CONSUMER BEHAVIOR TOWARDS Hero Honda Splendor Plus

Awareness of other vehicles in Hero Honda

Particulars Yes No Medium

No. of respondents 46 04 50%

Percentage 92% 8% 100%

Conclusion The above table clearly shows that the consumers are aware of other vehicles in Hero Honda also other them Hero Honda Splendor plus.

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CONSUMER BEHAVIOR TOWARDS Hero Honda Splendor Plus

Opinion as regards to the style Particulars Satisfactory Good Excellent Medium

No. of respondents 15 30 05 50%

Percentage 30% 60% 10% 100%

Conclusion The above table shows that as regards to the style of the vehicle, the consumers i.e. 60% are in the opinion of goods. The 30% consumers are satisfactory with the style.

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CONSUMER BEHAVIOR TOWARDS Hero Honda Splendor Plus

CHAPTER- 5 FINDINGS SUGGESTIONS

SUMMARY OF FINDINGS 1. In the age group of respondents, it has been found that nearly 44% of the respondents are from the age groups of 22-30. 2. In the profession of respondents, we come across 56% of the respondents are from the students groups. It has been preferred due to mileage & comfort of the vehicle 3. In the influencing factor of buying the vehicle, it has been found that nearly 40% of the respondents are influenced by the comfort of the vehicle. 4. In the mileage range of the vehicle, we came across nearly 56% of the respondents say the mileage range of the vehicle is around 5060 km/lit. 5. In the suitability of the vehicle on road conditions & climate, we can see nearly 90% of the respondents saying yes. 6. In the cost of maintenance, it is found that 44% of the respondents saying that the cost of maintenance of vehicle per month is medium.

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CONSUMER BEHAVIOR TOWARDS Hero Honda Splendor Plus

7. In the satisfaction after sales & service from dealer sector, we can see around 66% of the respondents are highly satisfied after the sales & services. 8. In the Resale value of splendor plus, it is found that nearly 80% of the respondents say “Yes”. 9. In the awareness of other vehicles in Hero Honda, it is found that nearly 92% of the respondents are aware of other vehicles in Hero Honda. 10.In the opinion as regards to style of the vehicle, we came across nearly 60% of the respondents say the style of the vehicle is well and good.

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CONSUMER BEHAVIOR TOWARDS Hero Honda Splendor Plus

SUGGESTIONS & RECOMMENDATIONS

Since there is an increasing demand for Hero Honda Splendor Plus in the Market. I hereby suggest that.

 Good Positioning of Hero Honda splendor plus is to be done to the target group to increase sales of volume and market shard.  In order to promote sale of vehicle the company should under take massive advertisement through different medias. As there is a cut throat competition from the rivals in the market, advertisement is a must.  I suggest that Hero Honda splendor plus should promise excellent sales service to the customers which will plus point to the company brand image.  The mileage given by the Hero Honda (Splendor plus) is medium compared to other two-wheelers. Therefore, I suggest that the company should increase mileage of the Hero Honda (Splendor plus) by adopting the latest technology in order to increase the sale volume.

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