A

Winter Research Report On

“A STUDY ON BRAND PREFERENCES OF MOTORCYCLE AMONG STUDENTS

IN

KANPUR CITY”

SUBMITTED TO

DR.A.P.J.ABDUL KALAM TECHNICAL UNIVERSITY, LUCKNOW

For the partial fulfilment of the requirement of

Master’s in Business Administration

M.B.A. (2017-2019)

UNDER THE SUPERVISION OF

Faculty Guide :- Mrs. Priyanka Gupta

SUBMITTED BY

Jyoti Shukla

M.B.A. Final Year

Roll No.:- 1718170019

SCIENCE AND TECHNOLOGY ENTREPRENEUR’ S PARK

HARCOURT BUTLER TECHNOLOGICAL INSTITUTE, NAWABGANJ,

KANPUR-208002

i
 ACKNOWLEDGMENT

This research has been a great learning experience for me and I would like to express my

gratitude to all the peoples who guided me throughout and without their guidance and

support, this report would not have been completed successfully.

I would like to thank Mrs.Priyanka Gupta for letting me work in “A STUDY ON BRAND

PREFERENCES OF MOTORCYCLE AMONG STUDENT IN KANPUR CITY”

Which has been a valuable experience for me.

I am grateful to Mrs. Priyanka Gupta of STEP-HBTI, KANPUR for creating a

conducive environment in the institute for a purposeful education.

I hope this study will provide useful academic as well as practical information.

(JYOTI SHUKLA)

ii
 DECLARATION

I Jyoti Shukla student of Master of Business Management, STEP-HBTI College,

Hereby declare that the research entitled “A STUDY ON BRAND PREFERENCES OF

MOTORCYCLE AMONG STUDENTS IN KANPUR CITY” submitted in partial

fulfilment for the “Master’s Degree in Business Administration” in the result of my own

work and is original.

PLACE:

DATE:

(JYOTI SHUKLA)

iii
 PREFACE

A professional course in (Masters of business administration) is incomplete unless the

theoretical knowledge acquired in the class room is backed up by practical exposure, as

theories alone do not give perfection to any discipline. The gap between theories and

practiced is bridged by the research report, which has been an integral part of the syllabus.

This present project report is an image of what I have done and observed during my research

project BRAND PREFERENCE ON MOTORCYCLE.

I was assigned a project on “A STUDY OF BRAND PREFERNCE ON MOTORCYCLE

AMONG THE STUDENTS IN KANPUR CITY”.

This report is the result of the work done during the research period

I have tried my level best to be as systematic as possible and to avoid any sort of biases.

iii
 TABLE OF CONTENT

S. NO. CONTENT PAGE NO,

i. Institute Certificate i.
ii. Acknowledgement ii.
iii. Declaration iii.
iv. Preface iv.

INTRODUCTION
1  About the Topic 1-43
 Objectives of the Study 44-45

2 RESEARCH METHODOLOGY 46 -47

48-55
3 DATA ANALYSIS AND INTERPRETATION

4 FINDINGS 56

5 CONCLUSION 57-58

6 LIMITATIONS 58-59

7 SUGGESTIONS 60-61

8 ANNEXURE 62-64
 Questionnaire

9 BIBLIOGRAPHY 65-66

iv
 INTRODUCTION

BRAND PREFERENCE

Brand preference is strongly linked to brand choice that can influence the consumer decision

making and activate brand purchase. "Brand Preferences can be defined as the subjective,

conscious and behavioural tendencies which influence consumer’s predisposition toward a

brand". Understanding the brand preferences of consumers’ will dictate the most suitable and

successful Marketing Strategies. One of the indicators of the strength of a brand in the hearts and

minds of customers, brand preference represents which brands are preferred under assumptions

of equality in price and availability.

Measures of brand preference attempt to quantify the impact of marketing activities in the hearts

and minds of customers and potential customers. Higher brand preference usually indicates more

revenues (sales) and profit, also making it an indicator of company financial performance.

1
Brand preference is the indicator of the strength of branding the hearts and minds of customers.

Brand preference represents which brands are preferred under assumptions of equality in price

and availability. Measures of brand preference attempt to quantify the impact of marketing

activities in the hearts and minds of customers. Higher brand preference usually indicates more

revenue and profit, also making it an indicator of company financial performance. In this

research paper an attempt has been made to know which brands are commonly preferred by the

automobile consumers.

There areso many brands of four wheeler which are available in the market like Maruti Suzuki,

Mahindra & Mahindra, Tata Motors, Hyundai Motors, Toyota Motors etc. In this study , we also

tried to know the brand loyalty of consumers. Here we have made an attempt to know whether

the consumers are loyal towards a particular brand are not. Consumer behaviour is the process

whereby, individuals decide whether, what, when, where, how, and from whom to purchase

goods and services. The automobile industry today is the most lucrative industry.

2
Brand preference reflects a desire to use a particular company's products or services, even when

there are equally priced and equally-available alternatives. In fact, more often than not, brand

preference indicates a desire to seek out a specific product or service, even when it requires

paying more or expending more effort to obtain it. Brand preference is important to companies

because it provides an indicator of their customers' loyalty, the success of their marketing tactics,

and the strength of their respective brands.

Instilling brand preference in target customers is the ultimate objective of a company's marketing

and promotion efforts. This normally begins with developing a brand image for your business or

product. Over time, with a variety of message objectives and strategies, you want customers to

perceive that your brand offers them the best value.

Market research is key to increasing brand preferences, as the more you understand about what

motivates your customers the easier it is to appeal to them. Getting to know the core beliefs that

your products carry into the marketplace is especially useful. For instance, customers who buy

high-end fashions generally expect to get a high level of service and to pay a premium price.

Understanding this helps you to better tailor your offering to present good benefits and earn

reasonable profit.

3
Elements of Brand Preference

Imagine that you are the CEO of a company that sells office supplies, and your competitor just

announced a major promotion to cut prices on their products. Should you be worried? Always!

But you can be less worried if people have a strong preference for your brand, because that

means you have loyal customers who are not going to switch just because the prices went down

somewhere else.

In fact, you can be even less worried about your competitor's sale if your company has effective

marketing campaigns demonstrating that your company is the best one overall. Even if your

competitor's prices are low, people still have many reasons to shop with your company, and

successful marketing tactics put those reasons front and center in the hearts and minds of current

and potential consumers.

Do people believe that your company is superior and, likewise, its products and services? If so,

your company has good brand strength. People believe that they will get results that are

worthwhile from your company in terms of aspects like quality, value (in other words the bang

for the buck), customer support, variety, and accessibility.

4
Consumer is a king in the kingdom of market. To understand his behaviour is very necessary for

the marketing man. Consumer is the focus of all the marketing activities. Knowledge of his

activities and behaviour is one of the most important aspects of the marketing. The consumers

buy the goods to satisfy a number of needs and drives. Human wants are unlimited and varying

time to time; from place to place and man to man. The study of consumer behaviour holds great

interest for us as consumers, as students and scientists, and as marketers

Consumer Behaviour is a rapidly growing discipline of study. There are various reasons why the

study of consumer behaviour developed as a separate marketing discipline are shorter product

life cycles,increased interest in consumer protection, growth in marketing services, growth of

international marketing,development of computer and information technology and increasing

competition, etc. Consumer research process involves six major steps (1) defining research

objectives (2) collecting and evaluating secondary data (3) primary research design (4) collecting

primary data (5) analysing data and (6) report preparation.Consumer behaviour doesn't remains

the same or constant in every situation it changes time to time. There are various factors which

affects consumer behaviour. As the change comes in these factors, consumer behaviour also

changes. Following are the factors which affect consumer behaviour: (1) age (2) sex (3) marital

status (4) income (5) family background (6) education (7) occupation (8) family size

(9)geographic factors (10) psychological factors. In this grim battle for snatching maximum

share of market,only those producers are destined to emerge victorious who will be able to read

the pulse of the buyers. And this is here, where buyer behaviour has a very important role to play

5
Factors Affecting Brand Choice of youngsters

We know that teenagers and young people can be targeted through their emotions and

advertisements are the source that can not only affect the emotions but also convey the concealed

messages .Therefore advertisements can be termed as major medium of influencing the brand

choice of teenagers as they are present everywhere affecting the daily lives of people placing

themselves as one of the most noticeable mean of companies' marketing strategy. Youngsters

nowadays are grave users of media; they get influence by different means of advertising however

they choose these media according to their personalities and communal needs thus the

advertising mediums to target these young people are selected on the basis of each medium's

benefits and limitations. For instance television advertisements increase youngsters interaction

regarding their consumption with their parents as they can discuss it more with them and

decrease the peer effect as they get more interacted with the parents while watching television at

home.

Person get affected by advertisement during every phase of life but advertising is very important

during the adolescent periods of consumer because the consumer advertising attitude and

credibility are formed during this time period Advertisements can play a very vital role in brand

choice of youngsters especially females as they fancy themselves at place of different models in

the advertisements and shape their buying behaviours accordingly

Though the conscious aspects of choice making are studied a lot but the non conscious factors

have been ignored. Attitude is one of the non-conscious influencer on consumer brand choice

6
.For instance male adolescents are more concerned about their brand choice this might be

because they have more materialistic attitude and social motivations in order to build status

among his peers. Therefore the researchers are nowadays be focusing on the extent of attitude

effects on the choice of consumer.

These attitudes although greatly affect the brand choice of the consumer however can themselves

be affected due to the misinformation

Regarding the product in the advertisements and real product experience

These attitudes may also get be affected by certain factors that might be the external or internal,

for instance the community in which the person lives influences the attitude of the individuals

Brand image to a much extent is involved in brand choice making of youngsters. It is the

defining term for brand as perceive by the consumers same as the persons are perceived in terms

of their personalities in mind of others .If the companies are successful in creating a positive

brand image in minds of consumers, brand loyalty of the consumer would be increased and thus

their brand choice would be affected.

7
DEFINITION OF MOTORCYCLES

A motorcycle (also called a motorbike, bike, or cycle) is a two or three-wheeled motor vehicle.

Motorcycle design varies greatly to suit a range of different purposes: long distance travel,

commuting, cruising, sport including racing, and off-road riding. Motorcycling is riding a

motorcycle and related social activity such as joining a motorcycle club and attending

motorcycle rallies.

In 1894, Hildebrand & Wolfmuller became the first series production motorcycle, and the first to

be called a motorcycle. In 2014, the three top motorcycle producers globally by volume were

Honda, Yamaha (both from Japan), and Hero MotoCorp (India).

In developing countries, motorcycles are overwhelmingly utilitarian due to lower prices and

greater fuel economy. Of all the motorcycles in the world, 58% are in the Asia-Pacific and

Southern and Eastern Asia regions, excluding car-centric Japan.

According to the United States Department of Transportation the number of fatalities per vehicle

mile traveled was 37 times higher for motorcycles than for cars.

8
TYPES

The term motorcycle has different legal definitions depending on jurisdiction .

There are three major types of motorcycle: street, off-road, and dual purpose. Within these types,

there are many sub-types of motorcycles for different purposes. There is often a racing

counterpart to each type, such as road racing and street bikes, or motocross and dirt bikes.

Street bikes include cruisers, sportbikes, scooters and mopeds, and many other types. Off-road

motorcycles include many types designed for dirt-oriented racing classes such as motocross and

are not street legal in most areas. Dual purpose machines like the dual-sport style are made to go

off-road but include features to make them legal and comfortable on the street as well.

9
ORIGIN OF MOTOR-SCOOTERS

Edward Butler, an Englishman, built the first motor tricycle in 1884. The firstgasoline-engine

motorcycle to appear publicly was built by Gottlieb Daimler, of Bad Cannstatt, Germany, in

1885. The first practical engines and motorcycleswere designed by the French and Belgians,

followed by British, German, Italian,and American makers.The popularity of the vehicle grew,

especially after 1910. During World War Ithe motorcycle was used by all branches of the armed

forces in Europe, principally for dispatching. After the war it enjoyed a sport vogue until

theGreat Depression began in 1929. After World War II a revival of interest inmotorcycles lasted

into the late 20th century, with the vehicle being used for high-speed touring and sport

competitions

The practice of attaching auxiliary engines to bicycles in western Europe and parts of the United

States led to the development during the 1950s of a new type of light motorcycle, the moped.

Originating in Germany as a 50-cubic-centimeter machine with simple controls and low initial

cost, it was largely free of licensing and insurance regulations except in Great Britain. The more

sophisticated motor scooter originated in Italy soon after World War II, led by manufacture of a

125-cubic-centimeter model. Despite strong competition from West Germany, France, Austria,

and Britain, the Italian scooters maintained the lead in the diminishing market. The scooter has

small wheels from 20 to 36 cm (8 to 14 inches) in diameter, and the rider sits inside the frame.

Power units are placed low and close to the rear wheel, which is driven by bevel gearing or

chain. Capacities vary from 50 to 225 cubic cm, and four-speed gearing is common

10
THE GLOBAL MOTORCYCLE INDUSTRY

The global market for motorcycles, including electrically-powered machines, is forecast to

expand 7.2 percent annually to 134.5 million units in 2016, when industry revenues will reach

$90 billion.

World sales of motorcycles will be stimulated by rising standards of living in developing nations.

China will remain by far the largest national market, with India and Indonesia also important

based on large populations with the means to purchase inexpensive motorcycles. There is a

strong correlation between average income levels and motorcycle demand up to a certain point.

In emerging economies where motorcycles are an attractive alternative to walking, riding a

bicycle, or utilizing mass transit, strong growth in motorcycle sales is triggered once certain per

capita income thresholds have been reached.

Due to the superior fuel efficiency these machines provide compared to automobiles and other

light vehicles, motorcycle demand gains will also be supported by higher petroleum costs.

Furthermore, a rebound from the 2007-2009 recession in developed countries like the US will

lead to higher product sales, particularly of medium and heavy motorcycles, as economic

conditions become more favorable and consumers resume purchasing these expensive

recreational items.

11
MOTORCYCLE INDUSTRY IN INDIA

Motorcycles in India date back to the year 1955, when the Government of India required strong,

rough, and tough motorcycles for the Indian Army and the police force in the western part of the

country which had a rough and craggy terrain.

The 350 cc 'Bullet' manufactured by the Royal Enfield Company of United Kingdom was the

first batch of motorcycles in India. These motorcycles were put together in Chennai. This was

the beginning for the Indian two-wheelers industry. The motorcycles in India cater to a variety of

needs of the consumers. It has become one most popular modes of transportation, and is

preferred by the daily commuters. The segment of motorcycles went through a tremendous

change in the 90s and the two wheeler market, especially the motorcycle market was filled with

options.

The main cause of the growth in the segment was the fuel efficient 4 stroke engine. In the present

scenario, the motorcycles in India constitute for 81.5% of the total Indian two-wheeler market.

The companies manufacturing motorcycles in India are making necessary innovations to make

the them safer, more comfortable, user-friendly, and ergonomic.

12
The factors for the growth of Indian motorcycles :

 The Gross Domestic Product has grown to 8%


 The average family income has increased

 The finance have become easier to access

 The reduction in taxes and duties

 Introduction of international standards in India

 The economic and fuel-efficient engines

 The teenager and the youth using more and more motorcycles

13
Major manufacturers of Motorcycles in India and their product lines:

HERO

 Hero Achiever

 Hero Glamour

 Hero Karizma

 Hero Xtreme sports

 Hero Super Splendor

 Hero Passion Pro




BAJAJ AUTO

 Bajaj Avenger

 Bajaj CT 100

 Bajaj Discover

 Bajaj Platina

 Bajaj Pulsar DTSi

 Bajaj Pulsar 200CC

 Bajaj Wind 125

 Sonic DTSi









TVS

 TVS Apache

14
  TVS Centra

 TVS Fiero

 TVS Star City

 TVS Victor




ROYAL ENFIELD

 Bullet 350

 Bullet 500

 Bullet Electra

 Bullet Machismo

 Thunderbird


YAMAHA


 Yamaha Crux

 Yamaha Enticer

 Yamaha Gladiator

 Yamaha Libero G5

 Yamaha Gladiator

 Yamaha Alba 106


HONDA


 HONDA CB Shine

 HONDA Livo

15
  HONDA CBR 150R

 HONDA CB 1000R

MUMBAI: India's two-wheeler industry is set to record its fastest growth in at least five years in

fiscal 2017, boosted by plentiful monsoon rains that invigorated the key rural market and higher

spending expected in cities because of a salary hike to government staff.

Industry players are predicting the market to grow at least in high single digit in current fiscal

year through March 2017. If the monsoon rains continue to be plentiful, the rate may even break

into double digits.

Two-wheeler sales last grew in double digits in fiscal 2012, when the increase was 14%. Since

then, the growth has been between 3% and 8%.

16
HISTORY OF MOTORCYLE

The first internal combustion, petroleum fueled motorcycle was the Daimler Reitwagen. It was

designed and built by the German inventors Gottlieb Daimler and Wilhelm Maybach in Bad

Cannstatt, Germany in 1885. This vehicle was unlike either the safety bicycles or the boneshaker

bicycles of the era in that it had zero degrees of steering axis angle and no fork offset, and thus

did not use the principles of bicycle and motorcycle dynamics developed nearly 70 years earlier.

Instead, it relied on two outrigger wheels to remain upright while turning.

The inventors called their invention the Reitwagen ("riding car"). It was designed as an

expedient test bed for their new engine, rather than a true prototype vehicle.

FIRST MOTORCYCLE COMPANIES

17
In 1894, Hildebrand & Wolfmuller became the first series production motorcycle, and the first to

be called a motorcycle (German: Motorrad).Excelsior Motor Company, originally a bicycle

manufacturing company based in Coventry, England, began production of their first motorcycle

model in 1896. The first production motorcycle in the US was the Orient-Aster, built by Charles

Metz in 1898 at his factory in Waltham, Massachusetts.

1923. Indian Motorcycle introduced a 74-ci, 1200cc engine in a model called the “Big Chief.” ...

In November, the company changed its name from The Hendee Manufacturing Company to The

Indian Motocycle Company – no “r” in motocycle when the word was used with the name

Indian.

Top Brands of Motorcycle in India

18
  HERO MOTOCORP

 HONDA

 BAJAJ

 TVS MOTOR COMPANY

 ROYAL ENFIELD

 YAMAHA MOTOR

19
HERO MOTOCORP

20
HERO MOTOCORP LIMITED was previously known as Hero Honda ; it was founded in

January 1982. With 5842 employees, this public company has earned trust and faith of Indian

people. Hero Motocorp basically produces motorcycles under 250 cc engine. Even though the

previous company title appears to be same , however,Hero Motocorp is not related to Honda of

Japan.

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 two wheelers. 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

21
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.

CORE VALUES

Integrity

Adherence to ethical and moral principles

Humility

Absence of arrogance, open mind towards absorbing new ideas, innovations and learning

Excellence through Teamwork

22
Persistence and striving towards perfections in all our actions, products and services

Speed

Responsiveness in all our actions; ability to execute, implement strategies

Respect

Towards elders, seniors; everything worthy in the material, spiritual and the intellectual world;

towards systems, processes and values

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.

BRAND

The new Hero is rising and is poised to shine on the global arena. Company's new identity "Hero

MotoCorp Ltd." is truly reflective of its vision to strengthen focus on mobility and technology

and creating global footprint. Building and promoting new brand identity will be central to all its

initiatives, utilizing every opportunity and leveraging its strong presence across sports,

entertainment and ground-level activation.

23
MANUFACTURING

Hero MotoCorp two wheelers are manufactured across 4 globally benchmarked manufacturing

facilities. Two of these are based at Gurgaon and Dharuhera which are located in the state of

Haryana in northern India. The third manufacturing plant is based at Haridwar, in the hill state of

Uttrakhand; the latest addition is the state-of-the-art Hero Garden Factory in Neemrana,

Rajasthan.

DISTRIBUTION

The Company's growth in the two wheeler market in India is the result of an intrinsic ability to

increase reach in new geographies and growth markets. Hero MotoCorp's extensive sales and

service network now spans over to 6000 customer touch points. These comprise a mix of

authorized dealerships, service & spare parts outlets, and dealer-appointed outlets across the

country.

24
HONDA

25
Honda Motor Co., Ltd. is a Japanese public multinational conglomerate corporation primarily

known as a manufacturer of automobiles, aircraft, motorcycles, and power equipment.

Honda has been the world's largest motorcycle manufacturer since 1959, as well as the world's

largest manufacturer of internal combustion engines measured by volume, producing more than

14 million internal combustion engines each year. Honda became the second-largest Japanese

automobile manufacturer in 2001.Honda was the eighth largest automobile manufacturer in the

world behind General Motors, Volkswagen Group, Toyota, Hyundai Motor Group, Ford, Nissan,

and PSA Peugeot Citroën in 2011.

Honda is the largest motorcycle manufacturer in Japan and has been since it started production in

1955. At its peak in 1982, Honda manufactured almost three million motorcycles annually. By

2006 this figure had reduced to around 550,000 but was still higher than its three domestic

competitors.

During the 1960s, when it was a small manufacturer, Honda broke out of the Japanese

motorcycle market and began exporting to the U.S. Working with the advertising agency Grey

Advertising, Honda created an innovative marketing campaign, using the slogan "You meet the

nicest people on a Honda." In contrast to the prevailing negative stereotypes of motorcyclists in

America as tough, antisocial rebels, this campaign suggested that Honda motorcycles were made

for the everyman. The campaign was hugely successful; the ads ran for three years, and by the

end of 1963 alone, Honda had sold 90,000 motorcycles.

26
Taking Honda's story as an archetype of the smaller manufacturer entering a new market already

occupied by highly dominant competitors, the story of their market entry, and their subsequent

huge success in the U.S. and around the world, has been the subject of some academic

controversy. Competing explanations have been advanced to explain Honda's strategy and the

reasons for their success.

27
VISION

 The corporate vision statement is like the founder himself, enormously

practical· o Quality in all jobs - learn, think, analyze, evaluate and improve·

o Reliable products - on time, with excellence and consistency and,

o Better communication - listen, ask and speak up

MISSION

Mission Maintaining a global viewpoint, Honda is dedicated to supply products of the highest

quality, yet at a reasonable price for worldwide customer satisfaction.

Honda's mission is to -

•Proceed always with ambition and youthfulness

•Respect sound theory, develop fresh ideas, and make the most ffective use of time

•Enjoy work and encourage open communication

28
BAJAJ

29
Bajaj Auto Limited is an Indian two-wheeler and three-wheeler manufacturing company. Bajaj

Auto manufactures and sells motorcycles, scooters and auto rickshaws. Bajaj Auto is a part of

the Bajaj Group. It was founded by Jamnalal Bajaj in Rajasthan in the 1940s. It is based in Pune,

Mumbai, with plants in Chakan (Pune), Waluj (near Aurangabad) and Pantnagar in Uttarakhand.

The oldest plant at Akurdi (Pune) now houses the R&D centre 'Ahead'.

Bajaj Auto is the world's sixth-largest manufacturer of motorcycles and the second-largest in

India.It is the world's largest three-wheeler manufacturer.

On May 2015, its market capitalisation was 640 billion (US$9.5 billion), making it India's 23rd

largest publicly traded company by market value. The Forbes Global 2000 list for the year 2012

ranked Bajaj Auto at 1,416.

MOTORCYCLES

 Avenger 220 Cruise



 Discover 150S


 Pulsar 180

 Platina Comfortec

30
VISION

To attain world class excellence by demonstrating value added products to customers.

MISSION

 Focus on value based manufacturing .


 Fostering teamwork and enhancing the capability of team

 Continual improvement

 Total elimination of waste

 Pollution free and save environment

31
32
TVS MOTOR COMPANY

33
TVS Motor Company is the third largest two-wheeler manufacturer in India, with a revenue

of Rs.11,516 Cr ($1.7 billion) in 2015-16. It is the flagship company of the Rs. 40,000 Cr ($6

billion, in 2014-15) TVS Group. The company has an annual sales of 2.5 million units and an

annual capacity of over 3 million vehicles. TVS Motor Company is also the 2nd largest

exporter in India with exports to over 60 Countries.

TVS Motor Company Ltd (TVS Motor), member of the TVS Group, is the largest company

of the group in terms of size and turnover, with more than 2.8 crore (28 million) customers

riding a TVS bike.

TVS was established by Mr TV Sundaram Iyengar. He began with delhi first bus service in

1911 and founded T.V.Sundaram Iyengar and Sons Limited, a company in the transportation

business with a large fleet of trucks and buses under the name of Southern Roadways

Limited.[2] When he died in 1955, his sons took the company ahead with several forays in

the automobile sector, including finance, insurance, manufacture of two-wheelers, tyres and

components. The group has managed to run 97 companies that account for a combined

turnover of nearly $6 billion.

34
HISTORY OF TVS

 Founded as Sundaram Clayton in 1962 in collaboration with Clayton Dewandre

Holdings , UK.


 Manufactured brakes, exhausts, compressor, and other mobile parts.




 1978-plant at Hosur ,TN, to manufacture mopeds.




 1980- introduced TVS 50




 1982- technical collaboration with Suzuki ,Japan, and formed TVS-SUZUKI

35
  1984- commercial production of vehicles started.




 2011- separated from Suzuki and renamed TVS Motor.

MISSION AND VISION

MISSION-

Being highly profitable , socially responsible, and leading manufacturer of high value for

money, environmental friendly, personally transportation products under TVS brands, for

customers predominantly in Asian markets and to provide fulfillment and prosperity for

employees , dealers and suppliers.

VISION-

 Driven by the customer


 The Industry leader

 Global overview

 The human factor

 Responsible corporate citizen

36
ROYAL ENFIELD

37
Royal Enfield was the brand name under which the Enfield Motor Cycle Company (founded

1909) manufactured motorcycles, bicycles, lawnmowers and stationary engines. The first

Royal Enfield motorcycle was built in 1901; the original British concern was defunct by

1970. The Enfield Cycle Company is responsible for the design and original production of

the Royal Enfield Bullet, the longest-lived motorcycle design in history.

In 1955, Enfield Cycle Company partnered with Madras Motors in India in forming Enfield

of India, based in Chennai, and started assembling the 350cc Royal Enfield Bullet

motorcycle in Madras. The first machines were assembled from components imported from

England. Starting in 1957, Enfield of India acquired the machines necessary to build

components in India, and by 1962 all components were made in India.

Royal Enfield produced bicycles at its Redditch factory until it closed in early 1967. The

company's last new bicycle was the 'Revelation' small wheeler, which was released in

1965.[1][better source needed] Production of motorcycles ceased in 1970 and the original

Redditch, Worcestershire-based company was dissolved in 1971.[2] Enfield of India

continued producing the 'Bullet', and began branding its motorcycles 'Royal Enfield' in 1999.

A lawsuit over the use of 'Royal', brought by trademark owner David Holder, was judged in

favour of Enfield of India, who now produce motorcycles under the Royal Enfield name

38
The Royal Enfield Bullet has for decades been the byword for rugged, refined cool and a bike

handcrafted to perfection. The Bullet Classic was unveiled by Royal Enfield at Intermot

exhibition in Germany. They have already launched this mouthwatering classic version of its

legendary motorcycle abroad. Bullet Classic was first launched in Germany followed by

European launch. But for India Royal Enfield has removed the "Bullet" tag from the name and it

is going to be sold as "Royal Enfield Classic" for Indian Market. For India Royal Enfield has

launched the Classic in two models - Classic 350 & Classic 500.

39
40
YAMAHA

41
Yamaha Corporation is a Japanese multinational corporation and conglomerate based in

Japan with a very wide range of products and services, predominantly musical instruments,

electronics, motorcycles and power sports equipment. It is one of the constituents of Nikkei

225 and is the world's largest piano manufacturing company.

India Yamaha Motor Private Limited (IYM) is the wholly owned Indian subsidiary of

Yamaha Motor company,Japan Joint-investor with Mitsui & Co., Ltd. Yamaha Motor

Company,Japan made its initial foray into India in 1985 as a joint-venture with Escorts

Group. In August 2001, it became a 100% subsidiary of Yamaha Motor Co., Ltd, Japan

(YMC). In 2008, Mitsui & Co., Ltd. entered into an agreement with YMC to become a joint-

investor in India. It produces a range of motorcycles for domestic consumption and export

including the FZ, SZ, Saluto, Fazer, and YZF.

The YA-1 was Yamaha’s first motorcycle; it immediately demonstrated its high performance

by winning the 3rd Mt. Fuji Ascent Race in July of 1955, and then swept the top places in the

ultra-light class of the 1st Asama Highlands Race of the All Japan Endurance

Championships.

42
MISSION

Corporate mission

Kandō is a Japanese word used by Yamaha to describe their corporate mission. Kandō in

translation describes the sensation of profound excitement and gratification derived from

experiencing supreme quality and performance. Some reasonable English synonyms are

"emotionally touching" or "emotionally moving".

We are committed as a world-class team to provide total IT solutions, creating value and

surpassing client’s expectations.

VISION

We consistently deliver best-fit global IT services & solutions to improve client’s

competitive advantage.

CORE VALUES

o Commitment

o Innovation

o Teamwork

o Transparency

o Knowledge

o Integrity

43
OBJECTIVES OF

THE STUDY

44
OBJECTIVES OF THE STUDY

 To find out the students preference towards different motor cycles brands.




 To find out the Factors that influence decision making in purchasing a motor cycles

among the students.



 To identify the impact of social media of buying decision on motor cycle among the

students.

45
 RESEARCH

METHODOLOGY

46
RESEARCH METHODOLOGY

SAMPLING METHODOLOGY

SAMPLE SIZE - 100 Respondents (students)

SAMPLE UNIT – Graduate students and post graduate have been taken as sample unit.

SAMPLING AREA – KANPUR CITY

SAMPLING TECHNIQUE – Convenience sampling technique.

RESEARCH DESIGN

The research design is probability research design and is EXPLORATORY

AND DESCRIPTIVE RESEARCH.

DATA COLLECTION

 
PRIMARY DATA

 SECONDARY DATA


PRIMARY DATA :

o Questionnaire

o Observation

SECONDARY DATA

o Catalogue of the companies

o Internet

o Websites.
47
DATA ANALYSIS
AND
INTERPRETATION
DATA ANALYSIS AND INTERPRETATION

TABLE NO.1 ) To know the brand owned

OPTIONS BRANDS NO. OF PERCENTAGE

RESPONDENTS

A HERO 30 30%
B HONDA 20 20%
C BAJAJ 20 20%
D TVS 10 10%
E ROYAL 5 5%
ENFIELD
F YAMAHA 10 10%
G OTHERS 5 5%
TOTAL 100 100%

INFERENCE:

The above table shows that with 30% which is Hero brand which is most preferred
among students.

48
 TABLE NO.2) To know how the students come to know about the brand.

OPTIONS WAYS NO. OF PERCENTAGE

RESPONDENTS

A FRIENDS 20 20%
B ADVERTISEMENTS 40 40%
C PUBLICITY 10 10%
D FAMILY MEMBER 20 20%
E ANY OTHER 10 10%
TOTAL 100 100%

INFERENCE: The above table shows that 40% of the students come to know about the brand
through advertisements, 20% from friends, 20% from family members, and 10%,10% from
publicity and others respectively

49
TABLE NO.3) To know which factor influence you to purchase any brand of
motorcycles?

OPTIONS FACTORS NO. OF PERCENTAGE

RESPONDENTS

A BRAND IMAGE 10 10%

B FUEL 40 40%
EFFICIENCY
C PRICE 20 20%
D COMFORT 10 10%
E STYLE 20 20%
TOTAL 100 100%

INFERENCE: The above table shows that with 40% fuel efficiency is the major factor which
influences to purchase any brand of motorcycle and rest of the factors are 20% price, 20% style,
10% brand image, and 10% comfort.

50
TABLE NO. 4) To know the satisfaction level of students of their
respective brand.

OPTIONS NO. OF PERCENTAGE

RESPONDENTS

A FULLY 20 20%
SATISFIED
B SATISFIED 40 40%
C MODERATE 20 20%
D LESS SATISFIED 10 10%
E POOR 10 10%
TOTAL 100 100%

INFERENCE: The above table shows that with 40% students are satisfied , 20% are fully

satisfied, 20 % are moderate satisfied, 10% are less satisfied and 10% are poorly satisfied.

51
TABLE NO. 5) To know which company gives the most benefit to
customers.

OPTIONS BRANDS NO. OF PERCENTAGE

RESPONDENTS

A HERO 35 35%
B HONDA 25 25%
C BAJAJ 10 10%
D TVS 15 15%
E ROYAL 5 5%
ENFIELD
F YAMAHA 10 10%
TOTAL 100 100%

INFERENCE: The above table shows that with 35% Hero Moto Corp gives the most benefits
to the customers, Honda gives 25% benefits, TVS gives 15%, BAJAJ gives 10% and 5% Royal
Enfield.

52
TABLE NO. 6) To know which type of media influence purchase behavior.

OPTIONS MEDIA TYPES NO. OF PERCENTAGE

RESPONDENTS

A T.V 55 55%
B NEWSPAPER 5 5%
C MAGAZINE 5 5%
D HOARDINGS 35 35%
TOTAL 100 100%

INFERENCE: The above table shows that with 55% and 35% TV and hoardings influences
purchase behavior the most out of the all the media

53
TABLE NO.7) To know that how long the students are using their
motorcycles

OPTIONS DURATION NO. OF PERCENTAGE

RESPONDENTS

A LESS THAN 6 5 5%
MONTHS
B 6 MONTHS 10 10%
C 1 YEAR 15 15%
D 2 YEAR 25 25%
E MORE THAN 2 45 45%
YEAR
TOTAL 100 100%

INFERENCE : The above table shows that 45% of the students have their motorcycles for
more than 2 years, 25% of them have for 2 years, 15% of them have for 1 year, 10% of them
have for 6 months and 5% of them have for less than 6 months.

54
TABLE NO. 8) To know the reason behind choosing any brand.

OPTIONS REASONS NO. OF PERCENTAGE

RESPONDENTS

A PRICE 25 25%
B MILEAGE 55 55%
C AFTER SALE 10 10%
SERVICES
D POWER 10 10%
TOTAL 100 100%

INFERENCE: The above table shows that the reason behind choosing any brand is

Mileage with 55%, Price with 25%, After sale services with 10% and Power with 10%.

55
FINDINGS

 HERO is the most preferred Brand of the college students.



 Mostly students watch advertisements on television properly and is also a influencing

factor.

 Fuel efficiency is the important factor which influences students while purchasing

motorcycle of any brand. 



 40% of the students are satisfied with the brand of motorcycle they are using. 




 45% of the students are using their for more than two years, 25% of them are using for 2

years, 15% of them are using for 1 year and 10% and 5% are of them are using for 6

months and less than 6 months respectively. 



 Appearance, Price, Brand Image and advertisement are the important factor for the

students while purchasing motorcycles. 


 45% of the students says that Hero Motocorp gives the best benefits to the customers.




 55% of the students see Mileage , 25% prefer Price, before choosing any brand of

motorcycle before choosing any brand of motorcycle. 



 With this study I have found that most of the students are not happy with the cost they 

have to pay for after sale services and it should be reduced.

56
CONCLUSION

57
CONCLUSIONS

The study concludes that majority of the students prefer Hero Motocorp out of all the given

brand of motorcycle because of its good fuel efficiency , its brand image, appearance, price, and

advertisement(especially on television) are the important factor for the students while purchasing

motorcycles.

LIMITATION

58
LIMITATION

 Lack of resources: Lack of time and other resources as it was not possible to conduct

survey at large level.



 Small no. of respondents: Only 100 Students have been chosen which is a small

number, to represent whole of the population of college going students of Kanpur city.



 Unwillingness of respondents: While collection of the data many consumers were

unwilling to fill the questionnaire. Respondents were having a feeling of wastage of time

for them.



 Small area for research: The area for study was Kanpur city which is quite a small area

to judge out the brand preferences for the various brands of motorcycles.



 Others This study is based on the prevailing student’s satisfaction. But the student’s

satisfaction may change according to time , fashion , technology, development, etc.

59
SUGGESTIONS

60
SUGGESTIONS

It is suggested by the students that company should maintain the maintenance cost so that cost

may also get reduced and Spare parts of the bikes should be easily available in the market and

students believes that Hero Motocorp gives the best benefits to the customers.
Considering the fact that there are a lot middle class families in India , students also feel that the

cost of after sale services is quite high so company should also try to make some amendments to

reduce that cost.

 With this study I have found that most of the students are not happy with the cost they

have to pay for after sale services and it should be reduced. 



 Motorcycles should be fuel efficient.




 Provide various schemes which attract the customers




 It is suggested that manufacturer should make all efforts to control cost. 




 Motorcyles should be given sportier look.


 Spare parts of the bikes should be easily available in the market 

 Provide various schemes which attract the customers. 

 Motorcycles should be available in different colours so as to attract college going

students

61
ANNEXURE

62
ANNEXURE

Q1) Which Brand of motorcycle you own?

A) HERO B) HONDA G) OTHERS

C) BAJAJ D) TVS

E) YAMAHA F) ROYAL ENFIELD

Q2) How do you come to know about this brand?

A) FRIENDS B) ADVERTISEMENTS

C) PUBLICITY D) FAMILY MEMBERS

E) ANY OTHER

Q3) Which factor influence you to purchase any brand of motorcycles?

A) BRAND IMAGE B) FUEL EFFICIENCY

C) PRICE D) COMFORT

E) STYLE
s

Q4) Are you satisfied with its overall performance?

A) FULLY SATISFIED B) SATISFIED E) POOR

C) MODERATE D) LESS SATISFIED

63
Q5) According to you which company gives the most benefit to customers?

A) HERO B) HONDA

C) BAJAJ D) TVS

E) ROYAL ENFIELD F) YAMAHA

Q6) Which type of media influence your purchase behaviour?

A) T.V B) NEWSPAPER

C) MAGAZINE D) HOARDING

Q7) In your opinion, what role advertisement plays?

A) PROVIDES IMPORTANT DETAILS

B) CREATES AWARENESS

C) MISLEADING

Q8) How long are you using motorcycles?

A) LESS THAN 6 MONTHS B) 6 MONTHS

C) 1 YEAR D) 2 YEAR

E) MORE THAN 2 YEARS

Q9) Why did you prefer this brand motorcycle?

A) PRICE B) MILEAGE

C) AFTER SALE SERVICES D) POWER

64
BIBLIOGRAPHY

65
BIBLIOGRAPHY

BOOK REFERENCES

 Bruce J. Walker, Tata McGraw-Hill 2004, 13th Edition, Marketing,


 Philip Kotler, A south Asian perspective 2009, 12th Edition, Marketing Management

 David L. Loudon and Albert J. Della Bitta, Tata McGraw-Hill 2002 4th Edition,
Consumer Behaviour

WEB REFERENCES

www.heromotocorp.com
www.yamaha-motor-india.com
www.honda2wheelersindia.com
www.tvsmotor.com
https://royalenfield.com
www.bajajauto.coms
www.shodhganga.com

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72