1

SHIVAJI UNIVERSITY KOLHAPUR

A
Project report on
“A STUDY OF COUNSUMERS BUYING BEHAVIOR”

With special reference to,

PRUTHVI AUTO, ASHTA

SUBMITTED TO

SHIVAJI UNIVERSITY, KOLHAPUR.

IN PARTIAL FULFILMENT OF THE REQUIREMENT FOR THE AWARD

OF THE DEGREE

BACHELOR‟ OF BUSINESS ADMINISTRATION

SUBMITTED BY

Mr.Sahil Shamrao Sathe

UNDER THE GUIDANCE OF

Mr. Prashant Inamdar

M.Com, MBA,M.Phil

THROUGH THE PRINCIPAL,

YASHAWANTRAO CHAVAN ART‟S AND COMMERCE COLLEGE,

(B. B. A. & B. C. A Dept.) URUN- ISLAMPUR

2021-2022

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CERTIFICATE

This is to certify that the project work entitled

“A STUDY OF COUNSUMERS BUYING BEHAVIOR”

With special reference to,

PRITHVI AUTO, ASHTA

IS SUBMITTED BY

Mr. Sahil Shamroa Sathe

BACHELOR OF BUSINESS ADMINISTRATION

During the academic year 2021-22 in fulfillment for the award of the
degree of Bachelor of business administration (BBA), Shivaji university,
Kolhapur.
Under the guidance and supervision Mr. Prashant Inamdar to the best
knowledge and belief the work presented has not been submitted earlier for the
degree or diploma.

Project guide Principal H.O.D. Principal

Mr. Prashant Inamdar Mr. S.V. Patil Mr. A. M. Jadhav

Date:-
Place:- Islampur

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DECLARATION

To,
The Principal
Y. C. College, Islampur,
Tal- Walwa

I undersigned Mr. Sahil Shamrao Sathe here by declare that the project
report entitled “A STUDY OF COUNSUMERS BUYING BEHAVIOR” With special
reference to,. The empirical findings in the report are based on data collected by
myself. The matter presented in this report is not copied from any source.

I understand that such copy is liable to be punished in way the university

authorities deem to be feet. The work has not been submitted for the award of any
degree or diploma either to Shivaji University, Kolhapur on any other University.
This project study is submitted to Shivaji University in partial fulfillment of the
degree of management (BBA).

Date:-

Place:- Islampur (Mr.Sahil Shamrao Sathe)

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AKNOWLEDGEMENT

I should like to acknowledge the institute YASHAWANTRAO CHAVAN

ART’S AND COMMERCE COLLEGE, (B. B. A. & B. C. A) URUN

ISLAMPUR and “PRITHVI AUTO, ASHTA” for providing me an opportunity to

undergo training program. At the energy outset of this works I must thanks to my guide Mr. Prashant

lnamdar for keeping the confidence with me to carry out this study and giving the precious suggestion

to improve the quality of work at the critical moments.

I would like thank to Mr. Sahil Shamrao Sathe for granting me their

permission to undertake this study in his organisation.

Date:-

Place:- Islampur (Mr. Sahil Shamrao Sathe)

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Particulars
Chapter Page No
No

1 INTRODUCTION OF THE STUDY 6-9

1.1. Introduction
1.2 Management problem
1.3. Statement of problem
1.4. Objective and importance of the study
1.5. Scope and limitations of the study
1.6. Research methodology
2 THEROTICAL BACKGROUND 10-16
2.1. Introduction
2.2. Factors affecting consumer buying behaviour
2.3. Buying decision process
2.4. The stage of buying decision process
2.5. Types of buying behaviour
3 INTRODUCTION OF THE ORGANIZATION
3.1 Introduction 17-22
3.2 Introduction of industry hero profile
3.3 History of hero
3.4 Subsidiaries associates of the company
3.5 Financial position
3.6 Technology and innovation
3.7 Dealers profile
3.7.1 Brief history of the unit
3.7.2 Manpower
3.7.3 dealers vision and mission
3.8 Future prospect
3.7.4 Organization chart
4 DATA ANALYSIS AND INTERPRETATION 23-34
5 FINDING 35
6 SUGGESTIONS AND CONCLUSION 36
QUESTIONNARI 37-38
BIBLIOGRAPHY 39

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CHAPTER I
INTRODUCTION TO THE STUDY

1.1 INTRODUCTION-

The two wheeler industry has been going steadily over the years all over the world. India is not an
exception for that. Today India is the second largest manufactures of two wheelers in the world. It
stands next only to Japan and China in terms of number of two wheelers produced and sold. Until
1990 geared scooters dominated the two wheelers market so much so that their sales equaled the
combined sales of Motor cycles and Mopeds. Today the customer preferences have shifted from
geared scooters to motorcycles and also to an extent to the premium end scooters. With rising fuel
cost and more recently stringent emission norms imposed by the government, there is a distinct
consumer preference for high efficiency.
It is a globally accepted fact that in recent times, marketers have become dynamic and the consumer
has control over the strategic decisions made by the insurance companies. Companies are put to
challenge to understand the pulses of new age policyholders and their buying pattern. India, in this
scenario is no exception. It is being a nation of diverse cultures and traditions, understanding the
consumers buying pattern becomes a hard task. With the advent of globalization and the sequel
changes in the country, many Multinational Insurance Corporations have started making a foray into
Indian insurance market due to its sky-scraping potential.
Business environment today is turbulent as never before and the service industry as promising as
never before. In this era of intense competition where customer is the king, success depends a lot on
the efficiency of the managers in delivering what they have promised and the responsibility lies on
the organizations to develop such a culture where business ethics are followed, value for the services
is provided and quality services are offered to achieve higher level of customer satisfaction. For
achieving customer satisfaction understanding dynamic consumer behavior is essential. As true
believers in the marketing concept marketer should try their best to meet needs of consumers.
Consumer behavior studies play an important role in framing marketing and in deciding marketing
strategies, as the trend of the customer is always demanding the change. This is related to the change
in existing product. In two wheelers this change is related to style, design, technology etc. in the
present era customers are demanding more powerful bikes with good looks and designs irrespective
of mileage and price. Considering this, companies have introduced the bikes with upgraded
technology i.e. Hero bikes increased in CC means cubic capacity, which is defined as amount of air
fuel mixture, which is sucked inside the cylinder. Also Hero bikes give more power, good mileage.
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HET (Hero Eco Technology) is Hero‟s newly adopted technology. Now with HET, 110CC advanced
Hero engine gives superb mileage, generates high power & torque output. As on today Hero bikes
are dominating the two wheeler market. Market share of Hero is approximately 80-85% in the total
sales of two wheelers in Ashta city.

So in this project irrespective of other brands, the overall preference towards Hero bikes is studied.

1.2 MANAGEMENT PROBLEMS-

As Companies business continues to expand and grow. it‟s important the marketing department
keeps up. Unfortunately, there are several marketing problems that might hold the team back from
doing their best. More number of corporate sector companies has experience problem goods and
services problem. Consumer buying behavior, EV.electric sector, finance recovery, where house,
stock delivery.

1.3 STATEMENT OF PROBLEM-

Research in consumer behavior shows that we have a consumer driven society where the ultimate
motive of business products and service is to satisfy consumer expectation makes them happily and
remain loyal to the brand therefore a perfect understating of consumer behavior is determine. There
the statement under the study that has been selected is the consumer‟s buying behavior towards HEO
BIKE ASHTA sangali.

1.4 OBJECTIVES AND IMPORTANCE OF THE STUDY:

a) Objectives of study-
1) To study consumer‟s buying behavior towards Hero bikes.

2) To evaluate factors considered by the customer while purchasing Hero bike.

3) To get conclusion & give suggestion whenever necessary.

b) Importance of study-

1) This project study helpful to know the customer‟s approach, behavior while purchasing
the Hero bike.

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2) This study gives fare picture of the customer‟s awareness & status of Hero bike.

3) This study helps to identify the requirement of consumer.

4) This study is also helpful to evaluate the effect of marketing strategy on the perception of
customer.
1.5 SCOPE AND LIMITATIONS OF THE STUDY

a) Scope-
1) Topical Scope-
The scope of the study is related to “A study on consumer‟s buying behaviour toward
Hero bikes with special reference to the Pruthvi Motors Hero, Ashta, Sangli”
2) Geographical Scope-
The scope of study is related to study in Ashta city.
3) Functional Scope-
The scope of the study is related to useful to know customer‟s attitude towards Hero bike.
The study makes aware about consumer‟s buying behavior concept and Decision making
process towards Hero bike.
4) Analytical scope-
The Scope of the Study related to this study to analyzing and interpretation of collected
data which is collected form market survey

b) Limitations –
1) The Study is based on data collected by the respondent the data is based on personal
basis.
2) The area of study was limited only to Ashta region; hence the findings of this study
cannot be generalized.

1.6 RESEARCH METHODOLOGY-

Outlook of plan-
1) Sources of data.
2) Research Techniques.
3) Research Methods.

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4) Sampling methods.
5) Sampling plan.
6) Contact method.

 SOURCES OF DATA
Data collection for the project work was done with the use of: -
a) Primary Data.
b) Secondary Data.
a] Primary data: -
Primary data is the data which is freshly gathered for a specific purpose or for a specific research.
Methods of Collecting Primary Data: -
 Questionnaire Method

In this project primary data is collected through survey method by using questionnaire. Survey is
done among the user of Hero bike in Ashta city.
b] Secondary data: -
Any data which have been gathered earlier for some other purpose is secondary data in the hands of
researcher. Primary data collected by one person may become secondary data for another. In this
project secondary data is collected from the company website -www.worldHero.com reference
books.
 SAMPLING PLAN
Sampling unit:
Here target population is decided and it is who purchased Bike. So the survey is conducted in
particularly in Ashta city.
Sampling size:
For the purpose of proper survey, there is need of perfect research instruments to find sample
size for more accurate result about buying behavior towards Bike. The sample size is 100
respondents.

Sampling Method:
To conduct this survey definite group of consumers was selected and for this Random
sampling method used.
Sampling area:
The sampling area of this survey was Ashta city region on
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CHAPTER II
THEORETICAL BACKGROUND

2.1 INTRODUCTION-
“Marketing is social and managerial process and managerial process by which individual and
groups obtain what they need and want through creating and exchanging products and value with
others.”
Buying behavior is comparatively new field of study in marketing. It is the attempt to understand and
predict human actions in buying role. It has assumed growing importance under market-oriented or
customer-oriented marketing planning and management.
Consumer’s buying behavior is the study of when, why, how and where people do or do not buy a
product it blends elements from psychology, sociology, social, anthropology and economics. It
attempts to understand the buyer decision making process, both individually and in groups. It studies
characteristics of individual consumers such as demographics and behavioral variables in an attempt
to understand people‟s wants. It also tries to assess influences on the consumer from groups as
family, friends, reference groups and society in general.
Consumer behavior study is based on consumer buying behavior, with the customer playing the three
distinct roles of buyer, payer and user. Research has shown that consumer behavior is difficult to
predict, even for the experts of the field. Understanding the buying behavior of the target market for
its company products is the essential task for the marketing department. 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 solution that deliver satisfaction to the customers, profits
to consumer and benefits to the stakeholders.
Definition-
According to F.F. Webs tan buying behavior state that all psychological, social and physical behavior
of potential customers as they became aware of evaluated, purchase, consumer and tell other about
product and services.

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Consumer buying behavior

It is mainly influenced by following factors,
1) Cultural factors
2) Social factors
3) Personal factors
4) Psychological factors

2.2 FACTORS AFFECTING CONSUMER-BUYING BEHAVIOUR-

Cultural Social Personal Psychological

Culture Reference group Age & Life cycle Motivation

stage

Sub-culture Family Occupation, economic Perception learning

circumstances

Social class Rules & Regulation Life style, personality Belief and attitude
&self-concept.

1. Cultural Factors: -
Culture, sub-culture and social class are particularly important in buying behaviour.
a) Culture: -
Culture is the most fundamental determinant of person‟s want and behaviour. The growing child
acquires a set of values, perception, preference and behaviors through his family and other key
institution.
b) Sub-culture: -
Each culture consists sub-culture that provides more specific identification and socialization for their
members. It includes nationalities, religions, social groups and geographic regions. Many sub-culture
make up important market segments and often design products and marketing program tailored to
their needs.
c) Social class: -
Social classes are relatively homogeneous and enduring divisions in a society which are
hierarchically ordered and whose members share similar values, interests and behavior.
2. Social factors: -
In addition to cultural factors a consumer‟s behaviour is influenced by social factors such as
reference groups, family and social roles and status.
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a) Reference group: -
Person‟s reference group consist of all those groups that have direct or indirect influence on the
person‟s attitudes of behavior groups having a direct influence on persons are called membership
group.
Some membership groups are primary group. Such as family friends, neighbors and co-worker with
the persons interacts fairly, continuously and informally.
Reference groups expose an individual to new behaviour and lifestyle they influence attitudes and
self-concept. Groups to which they do not belong influence peoples. Aspiration groups are those
groups that one person hopes to join; dissociate groups are those groups whose values or behavior an
individual reject.
b) Family: -
The family is the most important buying organization in most influential primary reference groups.
From parents a person acquires an orientation towards religion, politics and economics and sense of
personal ambition; self-worth and love. Even if the buyer no longer interacts very much with his or
her parents their influence on buyer‟s behavior can be significant.
c) Role and status: -
A person participates in many groups like family, club and organization. The person‟s position in the
group can be defined in terms of role and status. A role consists of the activities that a person is
expected to perform. Each role carries a status. People choose products that communicate their role
and status in society.
3. Personal factors: -
Abuyer‟s decisions are also influenced by personal characteristics. This includes the buyer‟s age and
stage in the life cycle, occupation, economic circumstances, life style and self-concept.
a) Age and Stages in the life cycle: -
Consumption is shaped by the family life cycle. Marketers often choose life-cycle groups as their
target market. These are nine stages of the family life cycle along with the financial situation and
typical product interests of each group.
b) Occupation and Economic circumstances: -
Occupation also influences a person‟s consumption pattern. Marketers try to identify the
occupational groups that have even specialized its products for certain occupational groups.
c) Life style, Personality and Self-concepts: -
Each person has a distinct personality that influences buying behavior. Personality is usually
described in terms of such traits as self-confidence, dominance, autonomy, difference sociability,
defensiveness and adaptability. Personality can be useful variable in analyzing consumer behavior

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provided that personality types can be classified. Accuracy and that strong co-relation exist between
certain personality types and product or brand choices.
Related to personality is self-concept or self-image. Marketers try to develop brand images that
match the target markets self-image. It is impossible that a person‟s actual self-concept differs from
his or her other self-concept.
4. Psychological factors: -
Persons buying behavior is also influences by psychological factors. Psychological factors consist of
four sub points such as motivation, perception, learning, beliefs and attitude.

a) Motivation: -
A person has many needs at any given time. Some needs are biogenic; they arise from psychological
state of tension such as hunger, discomfort. Other needs are psychogenic they arise from
psychological state of tension such as need for recognition, esteem or belonging to a need becomes a
motive when it is aroused to a sufficient level of intensity. A motive is a need that is sufficiently
pressing to drive the person to act.
b) Perception: -
Perception depends not only on the physical stimuli but also on the stimulus relation to the
surrounding field and on conditions within the individual.
c) Learning: -
When people act, they learn. Learning involves change in an individual‟s behavior arising from
experience.
d) Beliefs and attitude: -
Belief is a descriptive thought that a person holds about something. Beliefs may be based on
knowledge, opinion and faith. They may or may not carry an emotional change. Manufacturers are
very interested in the beliefs people carry in their heads about their products or services. These
beliefs make up product and brand images and people act on their images. If some beliefs are wrong
in habitat purchasing, the manufacturer will want to launch a campaign to correct these beliefs.
An attitude is a person enduring favorable evaluations, emotional feelings and action tendencies
toward some object or idea.
People have attitudes toward almost everything; religion, politics, clothes, music, food. Attitude put
them in a frame of mind of liking or disliking an object, moving toward or away from it. Attitude
leads people to behave in a fairly consistent way toward similar objects. People do not have to
interpret and react to every object in a fresh way. Because attitudes economize on energy and though;
they are very difficult to change. A person‟s attitude may require adjustments in other attitudes. Thus

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a company would be well advised to fit its product into existing attitudes rather than to try to change
people‟s attitude.
2.3 BUYING DECISION PROCESS: -
Marketers must identify who makes buying decision, the types of buying decisions and the steps in
the buying process.
 Buying roles: -
We can distinguish five rules people might play in a buying decision.

Initiator

Influencer

Decider

Buyer

User

1. Initiator: - A person who suggests the idea of buying the product or service.
2. Influencer: - A person whose view or advice influences the decision.
3. Decider: - A person whose view or advice influences the decision whether to buy, what to buy,
how to buy, or where to buy.
4. Buyer: - A person who make the actual purchase.
5. User: - A person who consume or uses the product or service.
2.4 THE STAGES OF BUYING DECISIONPROCESS: -
Buying decision process includes five stages, they are as follows:
1. Problem recognition: -
The buying process starts when the buyer recognizes a problem or need. The need can be triggered
by internal or external stimuli. Marketers need to identify the circumstances that trigger a particular
need by gathering information from a number of consumers; marketers can identify the most frequent
stimuli that spark as interest in a product. They can then develop marketing strategies that trigger
consumer interest.
2. Information search: -
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An aroused consumer will be inclined to search for more information, consumer information sources
fall into four groups
a) Personal source: - Family, friends, neighbors, acquaintances.
b) Commercial sources: -Advertising, sales person, dealers, packaging, displays.
c) Public sources: -Mass media, consumer rating organizations.
d) Experimental sources: -Handling, examining, uses the product.
The relative amount of influences of these information sources vary with the product category and
the buyer‟s characteristics. Through gathering information, the customers learn about composing
brands and their features.
3. Evaluation of alternatives: -
There is no single evaluation process used by all consumers or by one consumer in all buying
situations. Consumers vary as to which product attributes. They see a most relevant and the
importance they attach to each attribute. They will pay the most attention to attributes that delivers
the sough benefits.
4. Purchase decisions: -Steps between evaluation and purchase decision.

Attitudes of
others

Evaluation of Purchase Unanticipated Purchase

alternative intention situational decision
factors

While the consumer is evaluating the alternatives he will develop some likes and dislikes about the
alternative brands. This attitude towards brand influences person‟s attention to buy. Other factors
which may influence the intention to purchase are: -
a) Social Factors (Reference Groups)
b) Situational factors like availability, dealer terms, pricing problems etc.
c) Perceived risk may influence the decision to purchase.

5. Post purchase behaviour: -

After purchasing the product, the consumer will experience some level of satisfaction or
dissatisfaction
a) Post purchase satisfaction/Dissatisfaction/Delight: -
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The buyer‟s satisfaction is a function of the closeness between the buyer‟s expectation and the
products perceived performance. If performance falls short of expectations, the consumer is
disappointed. If it meets expectation, the consumer is satisfied. If it exceeds expectations, the
consumer is delighted. These feelings make a difference whether the consumer buys the product
again and takes favorably or unfavorably about the product to other
b) Post purchase actions: -
The consumer‟s satisfaction or dissatisfaction with the product will influence subsequent behavior. If
the consumer is satisfied, he will exhibit a higher probability of purchasing the product again.
Dissatisfied consumers may abundant or return the product.
c) Post purchase use and disposal: -
Marketers should also monitor how buyers use and dispose of the product. If consumer stores the
product in a closest, the probability not very satisfying and word of mouth will not be strong. If they
sale or trade the product, new product sales will be depressed.
2.5 TYPES OF BUYING BEHAVIOUR: -
a) Complex buying behaviour
b) Dissonance buying behaviour
c) Variety seeking buying behaviour
d) Habitual buying behaviour

a) Complex buying behaviour: -

Consumers are highly involved in the purchase. They are aware of significant differences between
the brands. This is usually a case when the product is expensive, brought infrequently and risky. E.g.
Cars, bikes, Computers etc.
b) Dissonance buying behaviour: -
Consumers are highly involved in the purchase. They see little difference between brands, product is
expensive, risky.
c) Habitual buying behaviour: -
In this type consumer has less involvement in purchasing. Here absence of significant brand
difference is observed, because it is familiar.

d) Variety seeking buying behaviour: -

In this type there is low involvement in purchasing, here consumer changes brands in every purchase.
He is unaware about the brand.

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CHAPTER III
INTRODUCTION OF THE ORGANIZATION

3.1 INTRODUCTION-
Contemporary research has examined market structure in order to explain consumer
brand preferences based on attributes of these brands. While Elrod (1988), Chintagunta (1994)
and Elrod and Keane (1995) use static market structure models, Erdem (1996) uses a dynamic model.
In another study, Bresnahan and Greenstein (1999) have examined the principal structural features of
the computer industry in the U.S. at the industry-wide and segmentlevels.
They explain the persistence of dominant computer firms, their decline in the 1990s
and the changes in the competitive entry in this industry. They discover that
technological competition in the industry has increased through a) the formation of young platforms
serving newly founded segments that challenged established platforms through the process of
indirect entry and b) divided technical leadership resulting from the vertical disintegration
of platforms. Other studies that have examined industrial structure include Baldwin and
Gorecki (1994), Adelman (1951), Golan et. al. (1996) and Amato (1995).
It is noteworthy that all such studies of evolution of industries have largely been confined to the US
and the Canadian experience. More specifically there does not exist any work along these lines for
the Indian industrial sector. The Indian industrial sector has undergone profound regulatory changes
in recent times as a consequence of the economic reforms program put together in between 1988 and
1991. Consequent to these reforms some of the industries that have been influenced the most have
been the consumer durables industry (such as two-wheelers, washing machines, televisions etc.), the
automobile industry and certain financial services. Typically an economy undergoing industrial
reforms resorts to regulatory changes and redefines the role of the public sector in order to create a
climate of growth and foster private competition. Therefore it is pertinent to examine the structure
and 3 evolution of industries (such as consumer durables) in economies where reforms have
taken place, for such industries show a propensity to evolve into oligopolies in the long run. It would
be important in this context, to analyze the impact that economic reforms have had on
industrial structure and to understand the implications thereof for the design of an
appropriate regulatory mechanism in response.
In an evolving industry especially in emerging economies like India, it is extremely
important to formulate optimal policies on competition in order to promote both competition as well
as growth. In the U.S., for example, these objectives form the basis for regulatory mechanisms
enshrined in the Sherman Act of 1890, the Clayton Act of 1914 (which targeted price discrimination)
and the Robinson-Patman Act of 1936. The Miller-Tydings Act of 1937 modified the Sherman Act
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with regard to firms‟ policies on using distribution channels and giving specific dealer rebates etc.
One should note that for the Indian consumer durables industry the last point is crucial, since most
manufacturers operate through dealers and, the dealer margins have been on the rise in order to
provide protection for respective marketshares1.
This fact could actually constitute "unfair" trade practices on the part of the firms.
The Indian two-wheeler industry resembles a cartel in the manner in which non-price factors are used
to make the output of a given firm more valuable than that of a rival. The resulting higher price is
due to this added cost. If the consumers valued the additional services generated by this competition
above its cost, presumably these services would have been produced in a competitive market as well.
3.2 INTRODUCTION OF THE INDUSTRY
HERO PROFILE
Punch line- The power of Dreams &in India „Hum hai hero‟
Company name- Hero MotorCompany limited
Type- Public Company
Industry- Automotive
Founded in- January19, 1984 34 Years ago
Founder- Dr. Brijmohanlall Munjal
Head quarter- New Delhi India
Key peoples- Dr. Brijmohanlall Munjal (ChairmanEmerity) (Deceased)
Pawan Munjal (Chairman, MD and CEO)
CEO- PawanMunjal
Products - Motorcycles, Scooters.
Website- www.heromotocrop.com
Subsidiaries – Hero Cycles
3.3 HISTORY OF HERO-
Formerly Hero is an Indian motorcycle and scooter manufactured based in New Delhi India the
company is the largest two- wheeler manufacturer in the world (3) (4) the 2006 forbes list of the 200
world‟s most respected companies has Hero motor‟s Ranked at 108 on 31 march 2013 the Market
capitalization of the company was R 30.800 crore (US $ 4.3 billion)
Hero started it‟s operation‟s in 1984 as a joint venture between Hero Cycle ( Sometimes called
Hero group not to be confused with the hero group food company of Switzerland of india Hero
group bought the shares held by Honda
In June 2012 Hero motocrop approved a proposal to merge the investmen‟t arm of it‟s parent
Hero investment Pvt. Ltd with the auto maker This decision come 18 months after it‟s split from
Hero
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“Hero” is the brand name used by the munjal brother‟s for there flagships company Hero cycles
Ltd A joint Venture between the Hero group com was established in 1984 as the Hero .
During the 1980 the company Introduced motorcycle that were popular in india for their fuel
economy and low cost A Popular advertising compaign based on the slogan “ Fill it – Shut it –
Forget it that emphasized the motorcycle‟s fuel efficiency helped the company grow at a double-
digit pace since inception in 2001 the company become the largest two wheeler manufacturing
company in india and globally it maintains global industry leadership to date.
Mass market pricing
The Hero Pleasure is expected to be priced competitively at aroun‟dRs 46,100 on word‟s witch
could give the company the klmuchyear‟s in adition the company will incresase the number of it‟s
zonal offices and training centre‟s keeping in mind the growing demand from smaller town‟s and the
need to be closer to this critical buyer base clearly

The Revised strategy will call for an aggressive play in the pricing segment while offering top
quality products

needed momentum in it‟s motorcycle business which would facilitate faster Product launches in the
coming.

The Early Years

Any description of Hero Motor‟s company‟s History and success must take into accoun‟t the
contrasting inclination‟s of it‟s founder‟s Brijmohanlall Hero and his partner pawn munjal (
Chairman ,MD & CEO )achievement‟s as a mechanical Engineer are said to have mated those of
Henry Ford at that time however Hero ironically found himself facing a major obstacle that came as
a result of the order‟s large size –a Shortage of cement Hero could not secure the cement and
material needed to construct a factory to mass produce piston rings further more he could not
produce the quality of piston rings necessary using his facility at that time undaunted Hero learned
How to make his won cement & soon constructed the new facility.

3.4 SUBSIDIARIES, ASSOCIATES OF THE COMPANY

 Hero future energies limited.
 HMCL Colombia SAS
 HMC MM Auto limited
 HMCL ( NA )Inc
 HMCL Netherlands B.V
 HMCL Niloy Bangladesh
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 HMCL Americas

3.5 FINANCIAL POSITION:

The profit of the company is given in the following table:
Year Profit
2017-2018 $66,32,322
2018-2019 $62,45,960
2020-2021 $66,31,826

The financial position of the company is good. The profit of the HeroCompany is fluctuating in
nature. In the year 2017- 2018, 2018- 2019, 2020-2021 the profit is $66, 32,322; $62, 45,960;
$66, 31,826simultaneously.
3.6 TECHNOLOGY & INNOVATION:
The mandate of Hero echoes in the minds and hearts of everyone at Hero. At Hero, we are constantly
striving to seek out new initiatives and stay at the forefront of innovation. As an organization
dedicated to the advancement of mobility, we have always targeted leading-edge technology from
our racing spirit to our dedication to our environmental leadership, I is Hero‟s mission to develop
forward-thinking technologies that anticipate & satisfy the need of a future society.
3.7
Scooter Motorcycle
1) MAESTRO 1) Splender Plus
2) PLEASURE 2) HF Deluxe
3) DUET 3) Passion pro 100 cc
4) Glamour
5) Super Splender
6)Passion x- pro

DEALER’S PROFILE:

Name of Unit Pruthvi Auto, Ashta – dealer of Hero B ikesAshta

Address Appositive Birobamandir, Ashta

Pin- Code 416301

Contact Detail 9372119999

Founder Mr. Digvijay Pradip Patil

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Manager Mr. Amol desai

Established 15 Aug, 2016

3.7.1 Brief History of the unit-

The founder of the Pruthavi Motors is Mr. Digvijay Pradip Patil. He is from village Ashta He

decided to open Showroom in 2016.He look up in the market that every person wants bike or scooter
for their daily purpose. So he establisheda showroom in the year 15 aug, 2016 at Ashta. Ashta is a
city and a Municipal Council in Sangli district in the state of Maharashtra, India. Ashta is the oldest
Municipal in Maharashtra. He saw that Ashta is developing place. So, it is right place to open
showroom in Ashta. This showroom mostly used promotional activities are Advertising, Exhibition,
Family, Friends etc.In this showroom, there are different brand of Hero Bike or Scooter such as
Maestro, Pleasure, Duet etc. The main objective of the showroom is to provide branded and modern
technical bike or scooter. From 2016 they became the Authorized dealers of Hero Company named
„AshtaHero‟ and they win the 1stranking in customer satisfaction consistently for 2years. Manager of
showroom is amol desai.
About Showroom-
 Sales and services of automobile of different models of two wheelers.
 Sale of spare parts of Hero vehicle.
 Gives proper discount in festival season.
 Fully equipped workshop with modern and technical advanced machinery.
 Every Tuesday has a holiday.

Values of PruthviHero Agency-

 Service.
 Trust.
 Satisfaction.

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3.7.2 Manpower-
Sr. No. Post Number
1 Manager 1
2 Cashier 1
3 Sales manager 1
4 Service Advisor 1
5 Workers skilled &semi-skilled 17
6 Unskilled 5
7 Work shop Manager 1
8 Spare Part Manger 1
Total 28

3.7.3 Dealer’s Vision & Mission-

Vision- “To make Pruthavi Hero Agency the dominant for the best service provider &Dealer, Build
up trust in customer.”
Mission-Customersatis faction. We are dedicated to provide you with excellent after sale support.
We put in our best efforts to maintain the quality of service.
3.8 FUTURE PROSPECT
Hero are a company built on dreams and these dreams inspire us to create innovative products that
enhance human mobility and benefit society. Hero see “The power of Dreams” as a way of thinking
that guides us and inspire us to move forward. The strength Company of company comes from this
philosophy – based on the visionary principles of their founder, Soichiro Hero. company success in
the global market place is the result of their continued investment in America‟s future. Hero thank
Hero customers for the support &trust they‟ve shown us. Hero look forward to challenging selves to
create new products and services that bring value to their customers & society during the next 50
years
3.7.4 ORGANIZATION CHART-
Owner

Sales Workshop Manager

Spare part
Manager Manager
Service Advisor

Assistant
Assistant
Mechanical
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CHAPTER IV
DATA ANALYSIS AND INTERPRETATION

4.1 Age Group of the respondents-

Table no. 4.1
Age group No. of Respondents Percentage
24 to 29 58 58%
30 to 35 30 30%
36 to 41 8 8%
Above 41 4 4%
Total 100 100%

Graph No. 4.1

Age Group
4%
8%

24 to 29
30 to 35
30%
36 to 41
Above 41
58%

Interpretation-
From the above table & graph it shows that 58% of the respondents were from age group
from 24-29years, 30%, 8%, 4% were from age group between 30 to 35, 36 to 41, and 41 and above
respectively. This shows that Hero bikes were mostly preferred by Youth whose age was from 24 to
35. Working people also preferHero Bike.

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4.2 Occupation of the respondents. –

Table No.4.2
Occupation No. of Respondents Percentage
Business 4 4%
Employee 50 50%
Farmer 18 18%
Student 28 28%
Total 100 100%

Graph No. 4.2

Occupation
4%

28% Business
Employee
Farmer
Student

50%

18%

Interpretation-
From the above table & graph it shows that 50% of the respondents were Employees and
28%were students as well as 18% were farmers and 4%respondents were business person. Thus
Herobikes were mostly preferred by Employees and relatively in good number of Students.

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4.3 Educational details of respondents-

Table No. 4.3
Qualification No. of Respondents Percentage
Up to 10th 0 0%
Under Graduate 20 20%
Graduate 44 44%
Post Graduate 36 36%
Total 100 100%

Graph No. 4.3

Education
50%
44%
45%
40% 36%
35%
30%
25% 20% Percentage
20%
15%
10%
5% 0%
0%
Up to 10th Under Graduate Graduate Post Graduate

Interpretation-
From the above table & graph it shows that 64% of the respondents were college students
because 44% of them were Under Graduate and 20% of them were Graduate. ThusHero was most
preferred bike among college going student also relatively in good numbers of users.

4.4 Monthly income of the respondents-

Table No. 4.4
Monthly Income No. of Respondents Percentage

Less than 15,000 28 28%

15,001 to 30,000 24 24%

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30,001 to 45,000 40 40%

45,001 and above 8 8%
Total 100 100%

Graph no. 4.4

Monthly Income
45% 40%
40%
35%
30% 28%
24%
25%
20%
Percentage
15%
10% 8%
5%
0%
Less than 15,001 to 30,001 to 45,001 and
15,000 30,000 45,000 above

Interpretation-
From the above table and graph it shows that 28% of the respondents were from income
group less than 15,000 and 24% were from 15,001 to 30,000 and 40% from 30,001 to 45,000 and 8%
from 45,001 and above.
As respondent having income group below 30,000 preferred credit mode of payment i.e. bank
loan and other financial scheme provided by company.

4.5 Time when respondent purchase bike.

Table No. 4.5
Particular No. of Respondents Percentage
Occasion 28 28%
Festival season 50 50%
Offers/Schemes 22 22%
Total 100 100%

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Graph No. 4.5

Time of Purchase

22%
28%

Occasion

Festival season

Offers/Schemes

50%

Interpretation-
From the above table & graph it shows that 50% of the respondents were purchase bike in
Festival season. While 22%, 28% of the respondents were purchase bike for offer/scheme and
occasionres pectively. So most of the people purchase bike in festival season.

4.6 Reasons behind the decision to purchase a bike.

Table No. 4.6
Particular No. of Respondents Percentage
Travelling problems 24 24%
To go for college 28 28%
To go for job 36 36%
Other 12 12%
Total 100 100%

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Graph No. 4.6

Reasons Behind Purchase

12%
24%

Travelling problems

To go for college

To go for job
36%
Other
28%

Interpretation-
From the above table & graph it shows that 28% of the respondent want own bike for going
Colleges & 36%for Job. While 24% of the respondent have travelling problems that‟s why they want
to purchase bike and 12% were for other problem.
Mostly job persons and college going students want to purchase bike.

4.7 Factor considered while purchasing bike by respondent.

Table No. 4.7

Particular No. of Respondents Percentage

Technical specialization 46 46%
Brand name 22 22%
Price 8 8%
Maintenance 10 10%
Style & outlook 6 6%
Innovation/New version 8 8%
Total 100 100%

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Graph No. 4.7

Factors while purchasing bike

8%
Technical specialization
6%
Brand name
Price
10% 46%
Maintenance
Style & outlook
8%
Innovation/New version

22%

Interpretation-
From the above table & graph it shows that 46% of the respondents were considered
Technical specialization while purchasing bike, 22% of the respondents were considered brand name
and other factors have less consideration.
This shows that Technical specialization in a bike was most considered factor.
4.8 Decision maker for purchasing Bike.
Table No.4.8
Particular No. of respondents Percentage
Self-Decision 30 30%
Family member 42 42%
Friend 22 22%
Dealer 6 6%
Total 100 100%

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Graph No. 4.8

Decision Maker
45% 42%
40%
35% 30%
30%
25% 22%
20%
Percentage
15%
10% 6%
5%
0%
Self-Decision Family Friend Dealer
member

Interpretation-
From the above table and graph it shows that 30% of the respondents have made self-
decision, 42%, 22%, 6% have influenced by family members, friends and dealer respectively. This
shows that most of the person was taken decision for purchasing bike by asking to family members.

4.9 Source of awareness about Hero bike among Respondent.

Table No.4.9
Particular No. of Respondents Percentage
Advertisement 30 30%

Friends 20 20%

Family 14 14%

Co-workers 18 18%

Exhibition 18 18%

Total 100 100%

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Graph No. 4.9

Source of Awareness
18%
30%

Advertisement
Friends
18%
Family
Co-Workers
Exhibition

20%
14%

Interpretation-
From the above table & graph itshows that 30% of the respondents came to know about Hero
bike through advertisement; friends and family were 20% and 14% respectively, 18% from Co-
workers, and 18% from exhibition etc.
Thus advertisement and friends have more impact on the respondents as compare to other
source.
4.10 Mode of payment respondent use.
Table No. 4.10
Mode of payment No. of Respondents Percentage
By cash 14 14%

Bank loan 44 44%

Financial scheme 26 26%

Personal loan 16 16%

Total 100 100%

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Graph No. 4.10

Mode of Payment
50%
44%
45%
40%
35%
30% 26%
25%
20% 16% Percentage
14%
15%
10%
5%
0%
By Cash Bank Loan Financial Personal Loan
Scheme

Interpretation-
From the above table & graph it shows that 26% of the respondents made payment by using
financial schemes. 60% of the respondents made payment by taking loan while 14% of respondents
made payment by cash.
So from above it is clear that most of the person make payment through taking loan.

4.11 The opinion of the respondents about the price of the Hero Bike.
Table No. 4.11
Particular No. of Respondents Percentage
Very High 12 12%

High 22 22%

Reasonable 58 58%
Low 8 8%
Total 100 100%

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Graph No. 4.11

Opinion About Price

8%
12%

22%
Very High
High
Reasobale
Low

58%

Interpretation-
From the above table & graph it shows that as 58% of the respondents were thought that the
price of Hero bikes was Reasonable and 22% of the respondent thought that price washigh.

4.12 Satisfactory features of Bike.

Table No.4.12
Particular No. of Respondents Percentage
Mileage & Fuel efficiency 54 54%
Body dimensions 18 18%
Low maintenance 20 20%
Extra Features 8 8%
Total 100 100%

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Graph No. 4.12

Satisfactory features
60% 54%
50%

40%

30%
18% 20% Percentage
20%
8%
10%

0%
Mileage & Body Low Extra features
fuel efficiency dimensions maintenance

Interpretation-
From above table & graph it shows that 54% of the respondents were satisfied with mileage
and fuel efficiency of the bikes. 20% of the respondents were satisfied with low maintenance and
18% with body dimensions. 8% of respondents were satisfied with Extra features in Hero bikes.
So from above graph it is clear that respondents were mostly satisfied on the Mileage & Fuel
efficiency of bike.

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CHAPTER V
FINDINGS
FINDINGS-
From the Detailed the study of Consumer Buying Behavior researcher
draws following findings -

1) Hero bikes were mostly preferred by Youth as well as working peoples.

2) It was observed that Post graduate & graduate people were consumers of Hero bikesso it was
found that Hero is most preferred bike among college going student also relatively in good
numbers of Professionals.

3) Most of the respondents had monthly income less than 15,000 prefer Hero bikes means
economical factor influence on purchase decision.

4) It was observed that Most of the respondent had travelling problems so they needed a bike
which make their travelling easier, time saving so adopt Hero as best option.

5) Advertisement and friends created more impact on the respondents as it created awareness
about Hero bikes.

6) Most of the people purchased bikes in Festival season.

7) Factors like mileage, technical specialization and look was customer mostly considered while
purchasing Hero bike. Most of the respondent was satisfied with its Mileage & fuel efficiency.

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CHAPTER VI
SUGGESTIONS AND CONCLUSION

6.1SUGGESTIONS -
1) Company should focus on sales promotion of bike in festival season.

2) Majority of customers purchase bike through bank loan.Hence company should offer
new scheme to such customers like lowered interest lower ,EMI etc.

6.2Conclusion –
From study researcherconcluded that Hero Company is leading company in Indian market.
They provided the bikes which satisfy the customer‟s .expectation which result in increase
in sales. They were modifying them as per the changing expectation of customer. It was
because the great effort they were taking in market research to study consumer behavior.
Company also had better supplychain which helps the customer to get product according
to their convenience. Promotion tools were used in effective manner that acquire large
geographical area. All these efforts made Hero world‟s top automaker.

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QUESTIONARY

QUESHTIONARY-
Customer Personal Information
1. Name: -
2. Address: -
3. Phone no.: -
4. Age (In year): -
A] 24 to 29 B] 30 to 35
C] 36 to 41 D] above 41
5. Occupation: -
A] Business B] Employee
C] Farmer D] Student
6. Education/ Qualification: -
A] Up to 10th B] Under Graduate
C] Graduate D] Post Graduate
7. Monthly Income: -
A] Less than 15,000 B] 15,001 to 30,000
C] 30,001 to 45,000 D] 45,001 & above
8. When you purchase a bike?
A] Occasion B] Festival season C] Offer/Schemes
9. What was the reason behind the decision to purchase a Bike?
A] Travelling problem B] To go for College
C] To go for job D] Other
10. Which factor you consider the most while purchasing Hero Bike?
A] Technical specialization B] Brand Name
C] Price D] Maintenance
E] Style & outlook F] Innovation/New version
11. Who is decision maker for purchasing Hero Bike?
A] Self decision B] Family member
C] Friend E] Dealer
12. How do you come to know about Hero Bike?
A] Advertisement B] Friends

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C] Co-workers D] Family
E] Exhibition
13. Which mode of payment you use while purchasing Hero Bike?
A] By cash B] By loan
C] Financial scheme D] Personal loan
14. What is your opinion about the price of Hero Bike?
A] Very high B] High
C] Reasonable D] Low

15. According to you, what are best features in Hero bikes?

A] Mileage & Fuel efficiency B] Body dimensions
C] Low Maintenance D] Extra Features

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BIBLIOGRAPHY

BIBLIOGRAPHY-
1. David Luck and Donald Rubin (2003),”Marketing research”, seventh edition, Prentice-Hall of
India Pvt. Ltd.
2. Engel, J.F., Blackwell, R. D. and Miniard, P. W. (1990), “Consumer Behavior”, sixth edition.,
Dryden Press, Chicago, IL.
3. Green G. and Carwright R. (2001),”The handbook for managing customer satisfaction”, Infinity
Books.
4. Hair, Anderson, Tatham and Black (2006),”Multivariate Data Analysis”, fifth edition, Pearson
education.
www.heromotorcrop.com
www.google.com
 Other sources-
1) Company magazines, Broachers.
2) Newspaper Etc.

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