A

SUMMER INTERNSHIP PROJECT REPORT

ON
“AN ANALYSIS ON FACTOR INFLUENCING BUYING
BEHAVIOR OF THE CONSUMER”

“ACCURATE MOTO. GUJARAT PVT LTD.”

Submitted to
ATMIYA Institute of Technology & Science

IN PARTIAL FULFILLMENT OF THE REQUIREMENT OF

THE AWARD FOR THE DEGREE OF

MASTER OF BUSINESS ADMINISTRATION

Under
Gujarat Technological University
UNDER THE GUIDANCE OF

Prof. Ishita Mehta Ashok Parmar

(Assistant Professor) (Branch Manager)

Submitted by
(GUMNANI RAJESHRI)
Enrollment No.: 178240592504
M.B.A – SEMESTER III

ATMIYA Institute of Technology & Science

M.B.A PROGRAMME
Affiliated to Gujarat Technological University, Ahmadabad
July 2018
COMPANY INTERNSHIP CERTIFICATE
COLLEGE CERTIFICATE
ORIGINALITY REPORT

27 %
SIMILARITY INDEX
27%
INTERNET SOURCES
3%
PUBLICATIONS
12%
STUDENT PAPERS

PRIMARY SOURCES

1
www.autocarpro.in
Internet Source
11%
2
aijsh.org
Internet Source
4%
3
timesofindia.indiatimes.com
Internet Source
4%
4
www.scribd.com
Internet Source
3%
5
www.fintapp.com
Internet Source
3%
Submitted to S.P. Jain Institute of Management
6
and Research, Mumbai 3%
Student Paper

Exclude quotes On Exclude matches < 3%

Exclude On
bibliography
 PREFACE

The project is based on factor influencing buying behavior of consumer at

Rajkot Honda. The main motive of project report was to enhance my expertise
and extensive knowledge I gained through my course, by applying it practically
to the automobile market.

The project has been completed by collecting the primary data by filling
questionnaire from different customers using vehicle of Honda Company.

During the project, I learnt behavior of consumers by applying theoretical

knowledge and concept to the best.

I
 ACKNOWLEDGMENT

I take this oppurtunity to extend my sincere gratitude to the respondents who

gave all the support and had been cooperative in providing all the valuable
required information without which I would not have completed my report.

I would also like to thank MRS. HARISH BAPAT of MBA department and our
project guide PROF. ISHITA MEHTA for their valuable guidance during
project work.

I also like to thank my parents and friends for their co-ordination , support and

encouragemnet extended throughout the study.

II
 DECLARATION

I, Gumnani Rajeshri, hereby declare that the report for “Summer

Internship Project Report” entitle “AN ANALYSIS ON FACTOR
INFLUENCING BUYING BEHAVIOUR OF THE CONSUMER” is a
result of my own work and my indebtedness to other work publications,
references, if any, have been duly acknowledged.

Place: Rajkot (Signature)

Date: 22/07/2018 (Gumnani Rajeshri)

III
 EXECUTIVE SUMMARY

In the present business environment it is very difficult for any business to

survive. For survival every business unit has to differentiate it from others and
to give certain benefits to its customers keep doing business in long run.

Discount is seen as promotional tool by many businesses. By giving huge

discount to customers, retailers want to maintain long term relationship with
them.

In today’s fast and developing world every person wants to try to manage their
speed. Every individual has wish to complete their work with high efficiency
and beyond the certain time limits. People use many source to maintain the
speed according to this era motorcycle is one of them. This project is directly
relate it.

The objective of my survey was to study FACTOR INFLUENCING BUYING

BEHAVIOR OF CONSUMER. In this survey I have used personal survey
method.

The sample size of research kept in mind seeing the size of Rajkot city, and it is
100 people of survey. And for survey I used primary research method. After
doing survey I have done analysis and finding of a particular survey.

IV
 TABLE OF CONTENTS

Sr. No. Particulars Page No.

Preface I
Acknowledgment II
Declaration III
Executive Summary IV

1.0 Part – 1 Industry Information 1

1.1 About the Industry 2
1.2 World Market 3-4
1.3 Indian Market 5-7
1.4 The growth of the Industry 8-11

2.0 Part – II Organization Information 12

2.1 About Organization 13
2.2 Introduction to Functional Department 14-27
Finance
Marketing
HR
Production
2.3 Organization Structure 28
2.4 SWOT Analysis 29

3.0 Part – III – Primary Study 30

3.1 Introduction to the study 31-33
3.2 Literature Review 34-37
3.3 Background of the Study 38

V
3.4 Problem Statement 39
3.5 Research Objective 40

4.0 Research Methodology 41

4.1 Research Design 42
4.2 Source/s of Data 43
4.3 Data Collection Method 44
4.4 Population 45
4.5 Sampling Method 45
4.6 Sample size 45
4.7 Data Analysis & Interpretation 46-67
4.8 Testing Of Hypothesis 68-69

5.0 Findings 70
5.1 Conclusion 71
5.2 Limitation of the Study 72

6.0 References / Bibliography (APA Style) 73

Annexure 74-78

VI
 Part – I
Industry
Information

1
 ABOUT THE 2-WHEELER INDUSTRY
The Indian two-wheeler industry is growing steadily after a few lean months of
sales. In august 2017, the two-wheeler industry grew over 14%, with market
leader Hero Moto corp. In August, Hero Company is sold 661490 two-wheelers,
While Honda Motorcycle and Scooter India is in 2nd place, selling 586237 two-
wheelers. According to the data release by the society of Indian automobile
manufacturers, In August, the Indian two-wheeler industry sold nearly 1900000
two-wheeler units. In the first two quarters of the current financial year, in the
period from April to August 2017, 8400000 two-wheelers were sold in India
and the growth of the company is 10%.

“The overall market sentiment is good right now. The interest rates are good,
rural markets are seeing recovery after a good monsoon, and effect of
demonetization are wearing off. So, we hope there is a sustainable demand in
the next few months as well”, said Vishnu Mathur, Director General, society of
Indian automobile manufacturers (SIAM).

India’s top two-wheelers manufacturers by volume, Hero motocorp., Honda

motorcycle and scooter India and TVS motor company all showed impressive
growth rates in the first two quarters of current financial year. Honda grew by
over 20% in this period, while Royal Enfield grew by over 23%, selling over
3,00,000 motorcycles in the first two quarters. In august alone, Royal Enfield
sold over 66,000 motor cycles, the company’s best ever sales figure for a single
month. TVS motor company, the 3rd largest two-wheeler manufacturer by
volume, sold a total of 11.64lakhs two-wheelers in the first two quarters.

2
 WORLD MARKET
India has overtaken china to emerge as the world’s biggest market for two-
wheeler. In India 17.7 million two wheeler sold in last year, that’s over 48,000
units every day. China sold 16.8 million two-wheeler, according to officials
from industry body Society of Indian Automobile Manufacturers (SIAM) as
well as data from china association of Automobile manufacturers.

China’s market decline over the past few years, perhaps due to the fast-paced
growth in car sales there as well as the curbs on petrol two-wheelers in top
cities. “The Chinese market has been coming down from the highs of 25 million
or so, reached a few years back,” says sugato sen, Deputy DG of SIAM.
However, the sales of electric two-wheelers have been on an upswing in china.

Indonesia is holding steady as the 3rd largest two-wheeler market with annual
sales estimated at 6 million units. Here too, volumes have slipped from
6.5million units sold in 2015.

“The need for mobility is very large in India, and we are one of the fastest
developing economies in the world,” says YS Guleria, Senior VP (sales and
marketing) at Honda Motorcycle and scooter India (HMSI), the country’s
second biggest two-wheeler company.

Easier finance options, newer and more fuel-efficient models, rising incomes
have only added to the push even as new business models, such as e-commerce,
also help purchases.

A top official at Hero Moto corp., the country’s biggest company, said that the
growth of infrastructure in smaller towns and non-urban areas is help in
demand.

3
“The massive government spending in rural programs and large road-
construction projects is leading to a pick-up in volumes in smaller towns and
villages,” said the official who did not wish to be identified.

In metros and larger cities, the sales are also being aided by the choked
infrastructure. “People are buying two-wheelers for shorter commute and
errands, even if they have a car. It is difficult to move around in congested
cities, and even more difficult to get space to park. So, two-wheelers are
increasingly becoming the second vehicles in the household,” the official from
Hero says.

Industry officials say that the market will continue to grow over the next few
years. “We will grow at around 9-11% over the coming years,” Honda’s Guleria
says.

The growth is not only being led by commuter vehicles, but even larger and
expensive two-wheelers are being sold in good numbers. Royal Enfield, which
sells bikes comfortably priced upwards of RS1lakh, has been sales grow by over
30%, last year, and s now preparing to boost its production capacity.

“India is a market where sales are only going to go up, and there is enormous
potential here.”

4
 INDIAN MARKET
The Indian automobile industry is one of the largest in the world. It contributes
7.1% to GDP and provides employment to 29 million people and contributes
13% to excise revenue. The Indian automobile industry can be classified as
below:

5
In FY2017 total production of automobile is 25.31 million, with two wheelers
forming 79% and passenger vehicles 15% of the total production. The
compounded annual growth rate (CAGR) for the period FY06-17 has been 9%,
with the fastest growing segment being the passenger vehicles followed by two-
wheeler, growing by10% and 9% respectively. The industry is expected to grow
9-11% in the future. The sector has attracted FDI investments worth 15.79
billion $for the period April 2000 to September 2016.

In FY2017 domestic sales of scooter was 5.6millionunits. Domestic scooter

sales have grown at 16% CAGR for period FY14-17. In the scooter market
there are 7 players. Three players Hero Moto corp., Honda Motorcycle &
scooter India (HMSI) and TVS motors control 92% of the domestic market.
HMSI is having 60% of market share and it becomes leader of the market.
Honda sold 3.35 million units in FY17. The best selling model of Honda is
Activa and highest selling scooter in India; Activa sales for FY17 were 2.75
million units. The other best selling models from the stable of Honda are Dio
and Aviator with sales of 264516 and 108683 respectively. Hero moto corp.
sold 0.94 million units in FY 17 and control 17% of the market. The best selling
models from Hero are Maestro, Duet and pleasure with sales of 378347 and
146404 respectively in FY17.

Domestic motorcycles sales stood at 11.09 million units in FY17. Sales have
grown at 2% CAGR in the period FY13-17. There are 11 players in the
motorcycle market. Five players Hero motocorp, Bajaj auto, HMSI, TVS
motors and Royal Enfield control 93% of the market. Hero motocorp is the
leader with 50% market-share, splendor is the largest selling motorcycle in the
country with sales of 2.5 million units in FY17. Other models of Hero –
passion, hf deluxe & glamour have sold 870382, 1408356 & 743978 million
units respectively. Bajaj auto has a market share of 18% and it’s top models are
pulsar, platina and CT100 with sales of 582912, 383545 & 452712 respectively

6
in FY17. HMSI has market-shares of 12%, its top model is CB shine with sales
of 749026. TVS and Royal Enfield have market shares of 7% and 6%
respectively. Bajaj auto has been losing market share since FY13, it’s market
share then was 24% compared to 18% in FY17. Hero motocorp has also lost
market share since FY13, it was 53% versus 50% in FY17. The beneficiary of
this has been Royal Enfield which had a market share of 1% in FY17. And
currently enjoys a market share of 6%. It also needs to be noted that Bajaj auto
is the leader in exports, it exported. 1.21 million Units in FY17, comprising
52% of total exports of two-wheeler from India. Bajaj auto is only present in the
motorcycle segment.

7
 THE GROWTH OF THE INDUSTRY
As per industry statistics complied , sales data of the top six OEMs which have
announced their domestic market numbers for fiscal year 2017-18 stacks up
20,006,406 units (see the table below), which is a robust 15.98percent year-on-
year growth. The big four –Hero motocorp, HMSI,TVS Motor Co and Bajaj
Auto- along with Royal Enfield and Suzuki Motorcycle India.

Surpassing the 20-million mark also means that Indian two wheeler Industry is
poised to post double digit after six years. The last time was in FY2012 when it
grew 12.25% with sales of 13,435,769 units. What’s more, the 20-million sales
mark has been breached by cumulative numbers of only six OEMs. The
remaining six have yet to reveal their fiscal performance, which means the big
number for FY2018 will get bigger.

This achievement comes as a result of the top players notching their best-ever
sales in a fiscal, starting with market leader HERO MOTOCORP. The world’s
largest two wheeler manufacturer has struck true to its title with humongous

8
sales of 7587130 units or 37.92 % of the record 20,006,406 units sold by the six
OEMs under review. This is a world record for any two wheeler maker and
constitutes sale of 20,786 units sold on each day in FY2018. This also means
every 20 seconds a Hero product was sold somewhere in the country. It is also
the company’s best performance ever since its incorporation as Hero Honda
Motors in 1984.

Commenting on the company’s performance, Pawan Munjal, CMD hero

motocorp, said: “2017-18 has been a period of high growth where Hero
Motocorp achieved significant milestones, and set new benchmarks in the two
wheeler industry. Achieving the landmark 7 million annual sales milestones in
both the calendar year 2017 and fiscal year 2017-18 is a clear indication that
Hero continues to be the preferred choice of customers across markets. Our
overall global sales growth has given further impetus to our global expansion
plans. We are determined and focused on bringing technologically- advanced
products for our customers across the globe, building our production capacities
and expanding our customer touch points.”

Hero recently laid the foundation stone of its 8th manufacturing site at Chittoor
(Andhra Pradesh). The last fiscal also witnessed Hero Motocorp start operations
at its Bangladesh-based assembly unit (in May 2017).

FY2017-18 highlights a critical change in Hero Moto corp.’s direction revealed

through new product unveils and strategy. In H2 FY2018, it unveiled premium
products such as the 200cc Xpulse and Xtreme 200R motorcycles and the 125cc
maestro Edge 125 and Duet 125 scooters. To drive sales at the entry level, the
company has recently infused new, updated models to its commuter motorcycle
portfolio strengthening the passion and splendor brands in the form of the 110cc
passion pro, passion Xpro and the 125cc super splendor.

9
Honda is biggest volume gainer in FY2018. Meanwhile Honda Motorcycle &
Scooter India (HMSI) stands out as the biggest volume gainer, surpassing Hero
Motocorp. HMSI has added new volumes of more than one million units in the
12-month period of FY2017-18, a commendable sales record. In FY2018, the
company sold 5775243 units, thereby registering, according to HMSI, a new
world record of adding new sales over a million units in a single fiscal-
additional volumes of 1,05,176 units over its FY2016-17 sales 4725067 units.

According to Yadvinder Singh Guleria, senior VP (sales and marketing),

“Honda two wheelers India, is the only two-wheeler company in the world to
grow at a pace witnessed never before, adding over 1 million incremental
customers in a single year. With four brand-new models, new capacity infusion,
addition of 500 new network outlets increasing our reach to hinterlands, Honda
successfully consolidated its leadership further in scooter segment while
aggressively gaining new motorcycle customers.”Honda’s growth comes on the
back of the ever- growing popularity of its iconic Activa scooters, its class
leading 125cc CB shine models and the new-found traction in the premium
160cc commuter motorcycle segment via CB Hornet 160R and CB Unicorn
160. And in an effort to further boost its presence in the growing 160cc
motorcycle segment, it recently rolled out the stylish X-Blade, which borrows
the engine from other 160cc siblings.

The company is also recording good traction in the premium 125cc scooter
segment with the Grazia ridding into the popular charts within a month of its
domestic launch. The Grazia scooter is garnering additional volumes of 20,000-
25,000units every month. This appears to be a good sign for the company as
rivals like Hero Motocorp. , TVS and Suzuki are eye the surging 125cc scooter
segment.
It is noteworthy to mention that Honda has gone a step further by introducing
the 2018 edition of its 250cc CBR 250R and the 160cc CB Hornet 160R with

10
much –desired safety feature of the anti-lock bracing system (ABS). other new
additions to its vast portfolio includes the 2018 edition of the 125cc CB shine
and the 110cc Livo and Dream Yuga models aimed at boosting sales at the entry
level.

TVS India’s 3rd largest two-wheeler Company. TVS Motor Co. sold 367000
units in FY2018, up 17.81 percent. Credit for this strong performance goes to
the 110cc Jupiter scooter, which is leading from the front along with the iconic
moped as the best selling two wheeler models from the Chennai-based
manufacturer.

The company is working hard to push its presence in the premium segments,
amply seen in its premium motorcycle. Apache brand including the 310cc
Apache 310RR as its flagship model in December, followed by the updated
RTR 200 4v version2.0 in January and RTR 160 4v in March. on the scooter
front, TVS has forayed into the 125cc segment with its NTorq, which offers a
host of unique features.

Bajaj Auto feels the heat in India, but is a king in exports. Bajaj Auto, India’s
4th largest two-wheeler player, missed the two-million unit sales mark by a
whisker, selling 1974577 units in FY2017-18, a marginal decline of 1.34%. The
company recently rolled out the 2018 edition of its popular range including
pulsar, and has also launched new models under it’s discover umbrella to boost
sales.

At the premium end, while its 375cc Dominar model has failed to garner a good
response from the domestic market, the KTM range appears to be in consistent
demand among the select customer profiles looking for premium street and
sport bikes. It remains to be seen how Bajaj Auto responds to the changing
dynamics of the motorcycle market and defines the future roadmap of its best
selling range- pulsar umbrel.

11
 Part – II
Organization
Information

12
 ABOUT ORGANIZATION

Company Name: ACCURATE MOTO GUJ PVT LTD.

Corporate Office: “RAJKOT HONDA”, Kuvadva main road, Rajkot

Telephone No.: +91 281 2433300

Website: www.rajkothonda.com

E-mail: [email protected]

Employee: 65- Showroom

60- Workshop

Main Product: Two- wheeler scooter and motorcycle

Banker: State Bank of India

Market: Rajkot city and rural area

Establishment

Year: 2012

Weekly off: Sunday

Time keeping: 9am to 8pm

13
INTRODUCTION TO FUNCTIONAL DEPARTMENT

FINANCE DEPARTMENT

Introduction

Proprietorship, partnership and company, these are parts of business styles and
all business’s basic need can’t be fulfill without finance. Finance is the first
element of the firm. It can’t be set up without finance.

Finance is like blood of business. There is proverb said that “business take
money to make money”.

Finance is required for purchasing material required for service like tools, oils,
special machines etc. also is required to pay wages and salary to employees, etc.
so, everything is brought by finance and without finance business can’t be
survive.

So, finance is basic need of every business as it keeps enterprise dynamic. Thus,
success of every business mostly depends upon the financial position of the
business.

14
 Sources of finance

Sources Of
Finance

Owned Borrowed
Capital Capital
Capital structure of the firm is to make up frame of composition of
capitalization. It decides proportion of the funds to be raised by issue of owner’s
capital and amount to be raised by borrowing, taking into accounts of capital
and it has impact on stability of company.

ACCURATE MOTO GUJ. PVT. LTD. Uses funds like:

 Owners fund
 Inventory fund
 Funds raised by bank – state bank of India

15
HUMAN RESOURCE MANAGEMENT DEPARTMENT

Introduction

“Human Resource Management is that part which is primarily concerned with

human resource of organization.”
-Breech
Human Resource Management is concerned with proper utilization of the
human factor in business. Today the human element is considered to be the
most valuable assets over a period of time, the importance of human resource
management has been increasing so much in large organization.

Human Resource management department is also concerned with training &

development of employee and providing them proper wage and salary. It is said
that employee are one of the most important asset and its complexity due to
every changing psychology and behavior.

In “Rajkot Honda” human resource management is very sound & effective. It is

because of human resource management that “Rajkot Honda” has not seen any
strike in organization till date.

16
 Total Employees
Employees hold a key place in business. No business enterprise can exist and
function without employees. The success of business enterprise depends mainly
on employees & the growth of business depends mainly on employees

In the above discussion “Rajkot Honda” is appointing proper employee at

proper place. In this particular firm total employees are 125.

Classification of 125 employees are as under:

17
 Dealers Relation:

“Rajkot Honda” has maintained good industrial relation with other industries
like they competitors, raw material provider and they have maintained also good
relation with his customer, retailers and wholesaler.

“Rajkot Honda” have followed all the rules of company law. “Rajkot Honda”
has good relation to other dealers in Rajkot and it also has good relation to
dealers in saurashtra, Ahmadabad, vadodara and Surat. This firm is maintaining
easy communication to other dealers by Telephone and E-mails.

18
 Individual Relations

In “Rajkot Honda” top management directly involve in day- to-day activities of

the firm.

If any problems of employees are not solved by supervisor, then the problem
can be solved by firm’s management. Company provides many facilities to the
employees like Bonus, Extra Wages, leaves and Medical Facility as well.

 Other facility:
In spite of the above facilities, it provides sweets on various occasions.

 Medical facility:
“Rajkot Honda” provided medical facility and medicines to the workers
and Company also have doctor in the firm.

 Loan facility:
When employees needs money for emergency company provides loan
facility as well.

19
 Salary and Incentives

Worker and employees are being rewarded for their services to organization.
This monetary return is called as salary and wages. Maximum all problems
encountered by the employees, most of them are relating to the remuneration
provided by firm in form of salary or wages.

Other than this, there are also incentives related to achieving targets of
servicing, selling accessories per vehicle, etc. the wages are paid according to
the above mentioned method and salaries are paid monthly. Mostly salaries and
incentives both paid at the end of the month.
There is one main type of incentive offered by the firm and i.e. Incentive per
vehicle.

20
 ADMINISTRATION DEPARTMENT

In Admin Department it is generally about back office work. Elaborately it is

about administration of overall premises. Like admin person looks after facility
upkeep for customer and workers as well.
While those for back office for service looks after billing and collection of
customer’s work done.

They also look after policies for extra warranty for vehicle to be sold or given.

Annual service packages are sold as well. When customer comes for service
they are given brief information about annual service package which brings ease
for customers.

For certain task related to customer relation, customer relationship executive is

hired. She is supervised by service manager during work. Who does the task of
taking feedback after service, reminders of services, etc. also she gives birthday
greetings to premium/regular customer.

Tele caller is appointed for the task mentioned by CRE (Customer Relation
Executive).

21
 SERVICE DEPARTMENT

Introduction

Service is an organization activity of giving customer satisfaction after sales. It

is huge platform of attracting more customers in future. If customer satisfaction
attracts existing customers it can be great way to increase sales in future.

Servicing is the previous work of the unit because without customer satisfaction
we can’t create any product demand. So we can say servicing is the secondary
part of the organization.

The service function of a business is concerned with the creation of a service to

satisfy customer need, wants & desire.

So now, lets understand the service department of “Rajkot Honda”.

22
 Machines, Tools and Materials

In servicing process, material & equipment plays a vital role. If adequate

material are not easily available than the cost of production is high.

Qualitative Material used by “Rajkot Honda” and they want to minimize cost &
give service at reasonable rates.

They purchase materials from Rajkot, Mumbai and Ahmadabad. They purchase
in bulk therefore they have separate room in the workshop to store the material.

23
 Service Process

 First of all Vehicle TAG NUMBER is allocated to every vehicle coming

in the workshop for service.
 After that a JOB CARD IS OPENED of the vehicle which contains the
details to be covered for service.
 After all the paperwork is done, the vehicles sent to WASHING
department for wash.
 Then after, the vehicle is sent for SERVICING according to allocated
details in the job card.
 Then the supervisor INSPECTS THE VEHICLE with the paper details
to ensure the best of service.
 After the completion of the service process, BILLING PROCESS is
done.
 Finally, delivering the vehicle is done along with the detailed
EXPLANATION OF THE WORK that is done by the service advisor.
 After the entire process, by tele-callers FEEDBACKS are taken from the
customers.

24
 Service Process Chart:

Allocating
Opening Of Washing OF
Vehicle Tag
The Job - card Vehicle
number

Final Processing Of
Polishing Of
Inspection Of Allocated
Vehicle
Work Work

Delivering The
Taking
Billing Process Vehicle To The
Feedback
Customer

25
 MARKETING DEPARTMENT

Introduction

“Marketing is the activity, set of institutions, and processes for creating,

communicating, delivering and exchanging offerings that have value for
customers, clients, partners, and society at large”.

-American Marketing Association

“Marketing is everything”. – Regis McKenna

Regis McKenna’s bold statement exemplifies the school of thought that,

everything you do – not just your products, pricing, promotion and distribution ,
but even your billing, how you answer the phone, your speed of handling
problems – it all affects how your customer perceives your company, so
everything is marketing.

In “Rajkot Honda” marketing department is managed by Mr. Dharmendrasingh

Zala and Manish Chattbar.

26
 Distribution Channel

A distribution channel is a chain of business or intermediaries through which a

goods or service passes until it reaches the end consumer. It can include
wholesalers, retailers and distributors and even the internet itself, channels are
broken into direct and indirect forms with a “direct channel” allowing the
consumer to buy the goods from the manufacturer and an “indirect channel”
allowing the consumer to buy the goods from a retailer or wholesaler.

Distribution channel

Manufacturer

Dealer

Customer

27
 ORGANIZATION STRUCTURE

Insurance
Administrati
-on
Billing

Sales executive

Marketing

Field executive

Human Resource
Owner Human Resource
Manager

Company
Secratary
Finance
Charted
Accountant

Claim
Department
Service Workshop
Technical
Department

28
 SWOT ANALYSIS

Strength:
- Competence in engine manufacturing – company’s core product.
- Diversified product portfolio.
- Strong position in Rajkot’s motorcycle market.
- Dominance in a motorcycle and engine industries leading to high brand
awareness.

Weakness:
- Lack of professionalism in some aspect.
- Low investment in research & development leading to innovative
product.

Opportunity:
- Company can increase sell in upcoming years.

Threats:
- Increased competition.

29
 Part – III
Primary Study

30
 INTRODUCTION TO THE STUDY
Selling of any product, there is needed to build relationship with customer. For
building relationship there is need for knowing the customer behavior and how
will be they satisfied. This project gets awareness that which factors affect on
the selling of motorcycle. There were some limitations while doing the project.
The data was collected by personal interviews of the respondents. It was very
challenging to fill up the questionnaire as most of the Population Were
uneducated. We were supposed to explain each and every question of
questionnaires. This study will help Honda to know the most popular way by
which they are providing services and quality to the customers and to know
various customers perceptions.

From the study, I found that, the customers were highly satisfied with the
products and service of Honda, but there were some complaints regarding after
sales service and staff of Honda. It was found that Honda Motorcycle is having
a good brand image in the market.

Consumers buying behavior is influenced by cultural, social, personal

and psychological factors.

CULTURAL FACTORS:
Cultural factors exert the broadest and deepest influence on consumer behavior.
The roles played by the buyers culture, subculture and social class are
particularly important.
a) Culture:
- Culture refers to that complex whole which includes in it knowledge,
beliefs, art or anything man acquires as a member of society.
b) Sub culture:

31
 - Each culture consists of smaller subcultures that provide more specific
identification and socialization for their members. Sub cultures include
nationalities, religious , racial groups and geographic regions.

SOCIAL FACTORS:

a) Reference Groups:
- A persons reference groups consists of all the groups that have a direct or
indirect influence on the person’s attitudes or behavior.
b) Family:
- The family is the most important consumer buying organization in the
Society and it constitutes the most influential primary reference group.
c) Roles and statuses:
- A person participates in many groups, family, clubs, organizations etc.
the person’s position in each group can be defined in terms of roles and
status. A role consists of the activities that a person is expected to
perform. Each role carries a status.
PERSONAL FACTORS:
a) Age and stage in the life cycle:
- People buy different goods and services over their lifetime. Taste in
clothes, furniture and recreation is all age related. Consumption is shaped
by the family life cycle. Marketers often choose life-cycle groups as their
target market.
b) Occupation and economic circumstances:
- Occupation also influences a person’s consumption pattern. Product
choice is greatly affected by economic circumstances; spendable income,
savings and assets, debts, borrowing power and attitude toward spending
vs. saving.
c) Lifestyle:

32
 - People from the same subculture, social class and occupation may lead
quite different life-styles. A lifestyle is the person’s pattern of living in
the world expressed in activities, interests and opinions. Lifestyle
portrays the world person interacting with his or her environment.

PSYCHOLOGY:
a) Motivation:
- A person has many needs at a given time. 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 is the process by which an individual selects, organizes and
interprets information inputs to create a meaningful picture of the world.
How a, motivated person actually acts is influenced by his or her
perceptions of the situation.
c) Learning:
- When people act they learn. Learning involves changes in an individual’s
behavior arising from experience. Learning theory teaches marketers that
they can build up demand for a product by associating it with strong
drives, using motivating cues and positive reinforcement.
d) Beliefs and attitudes:
- Through doing and learning, people acquire beliefs and attitudes. These
in turn influence buying behavior. A belief is a descriptive thought that a
person holds about something. The beliefs make up product and brand
images and people act on these images. An attitude is a person enduring
favorable or unfavorable evaluations, emotion feelings and action
tendencies toward some object or idea. Thus a company would be well
advised to fit product into existing attitudes rather than try and change
people’s attitude.

33
 LITERATURE REVIEW
PROF. RAJESH MAHROTRA & SACHIN KUMAR SHARMA (2012),
ASIAN JOURNAL OF RESEARCH IN MARKETING
This study main purpose is to find out the consumer behavior towards the
different types of two-wheeler existing into the market. This study shows the
major factors, which affects the purchasing decision of an individual.
Socioeconomic and demographic factors plays major role in purchasing
decision. This study concludes that millage and engine power are the important
factor which affects the buying behavior while price factor did not affects.
Demographic factors are key factors of influencing buying behavior of
consumers.

NAWAZ (2012),
INTERNATIONAL JOURNAL OF MULTIDISCIPLINARY RESEARCH
AND DEVELOPMENT

Evaluated consumer buying behavior and factors which influence buying

behavior of consumer. The objective of this research was to analyze customer
perception and satisfaction towards specific brands of two-wheeler on the basis
of efficiency of fuel, comfort and style, brand name and price. The research was
conducted in Gorakhpur district. It was found that advertising has more impact
on customer’s awareness of two- wheeler. Social class and family were found as
the factors which most influence them to purchase two- wheeler.

AKBAR AND BAKAR (2011),

INTERNATIONAL JOURNAL OF MULTIDISCIPLINARY RESEARCH
AND DEVELOPMENT,

The survey was conducted and structured questionnaire were administered

among 415 people and the results were analyzed by using statistical technique
such as, standard deviation, mean etc. according to this study price, place and

34
product has been considered as 3 main factors that influenced buying behavior
of consumers. Majority of people would like to buy motorcycles that are not
economical in terms of fuel usage and spare parts, but also have better design
and quality along with reasonable prices. However, when it comes to place
factor, majority of the consumer liked to purchase two-wheeler from their where
the prices are less.

DHANANJOY DATA (2010),

ASIAN JOURNAL OF RESEARCH IN MARKETING

There are many factors on which the buying behavior of the customer depends
and these factors motivate them to purchase a two-wheeler. These factors
includes advertisement, word of mouth, references from family, friends, own
experience, features, price etc. the results of the survey done was that around
51% of the customers having two-wheelers fall in the age group of 20-30 years,
while their income is below RS.5000. 64% people are unmarried and use Bajaj
two-wheelers. In most of the cases, the motivation comes from friends (44%)
and family (31%). People also search for installment plans and finance schemes
before purchasing a two- wheeler.

PROF. S. SAARAVANAN AND PROF. N. PANCHANATHAM (2009),

ASIAN JOURNAL OF RESEARCH IN MARKETING

They discussed the essentials for promotion of a product. The result shows that
a customer considers all factors at the time of purchasing a two-wheeler,
although majority of customers give importance to the brand image. This study
also describes the socio-economic factors which satisfy two-wheelers customers
and that the employees and students crave for show room services.

MURPHY JOHN AND BELLMAN ERIC (2008),

ASIAN JOURNAL OF RESEARCH IN MARKETING

35
It has been discussed that in 1948, the Bajaj Auto Ltd came with importing and
selling of vespa scooters. The scope of the scooters had decreased since the
boom in the motorcycle market segment. The customer’s preferences changed
the automotive strategies adopted by the Hero Honda Motor Co. in India.

LISA R. KLEIN AND GARY T. FORD (2003),

ASIAN JOURNAL OF RESEARCH IN MARKETING

It has been stated by the authors that the customers can do a cost benefit
analysis to choose a search strategy, i.e. what, when, how much and where to
search, but the customers do not search much, which may be due to customer’s
perception that the search costs are quite high or that the value of the search is
quite low. As a apart of prepurchase search for perfect automobile as per their
requirement, the customers in this digital age take the help of internet, websites
as well as social networking sites to do a comparative study of the different
models of different brands available in the market. Hence their opinion is also
influenced by the reviews of the people already possessing the motorcycles and
using it.

SIMONSON & TVERSKY (1994),

ASIAN JOURNAL OF RESEARCH IN MARKETING

Making a product different from it’s competitors by adding even a meaningless

attributes can increase customer’s quality perception or can decrease perceived
risk.

AAKER & JACOBSON (1992),

ASIAN JOURNAL OF RESEARCH IN MARKETING

Perceived quality is defined as the consumer’s judgment about a product’s

overall excellence or superiority.

36
WALLENDORF (1979),

ASIAN JOURNAL OF RESEARCH IN MARKETING

Purchase decisions are based almost solely upon the attitude existing at the time
of purchase.

37
 BACKGROUND OF THE STUDY
The main objective of the study is “Factor influencing buying behavior of
consumer.” Consumer considers various factors during the purchase of two-
wheeler of Honda. These factors are based on demographic factor which are
income, age, occupation etc.

The study is depends on factors like performance of the customer’s buying

behavior which become essential in this competition.

The main aim is to identify level of buying behavior of the customers related to
purchase of two- wheeler.

The data collected is primary data in the form of questionnaire. This data is
collected from customers of ACCURATE MOTO. GUJ. PVT LTD.

The data collected has been coded and tabulated into statement using simple
charts and method.

38
 PROBLEM STATEMENT
Research problem in general sense to decide general area of interest or aspect of
subject matter that a researcher would like to inquire into. Essentially two steps
are involved in formulating research problem viz., understanding the problem
thoroughly, and rephrasing the same into meaningful terms from an analytical
point of view.

As mentioned above, the primary aim of the assignment is to analyze “The

factor influencing buying behavior of consumer”.

39
 RESEARCH OBJECTIVE
 To know the buying behavior of the consumers before buying the
products.
 To know the current scenario of automobile industry with special
reference to Rajkot city.
 To check the awareness level among the consumers in Rajkot city.
 To know that how many people prefer Honda as their first choice for
buying a vehicle.
 To know the frequency level of purchasing vehicles in Rajkot city.
 To determine the consumer expectation about Rajkot Honda.
 To analyze that which vehicle of Honda is in more demand than others.
 To know the reputation / goodwill of the company in the market.
 To study the satisfaction level of consumer of Rajkot Honda.

40
 PART – IV
RESEARCH
METHODOLOGY

41
 RESEARCH DESIGN
A research design is a framework or blue print for conducting the research
project. It details the procedure necessary for obtaining the information needed
to structure and / or solve research problem. A research design lays the
foundation for conducting the project.

The cross-sectional descriptive research is used for conducting this research

work because this design enables the researcher to study the problem at given
point of time of the population of interest.

To identify the problem, to develop and approach the problem & to formulate
an appropriate research design, primary and secondary data has been used. To
collect information for the study from customers, primary research is used.
Several people who were visited the showroom were identified and primary data
were collected from respondents using structured questionnaire.

Firstly pilot study will be done and its output will be used for the formulation of
questionnaire especially for item construction for the scale to measure trust and
the satisfaction level of consumer. A structured questionnaire will be designed
for quantitative research and will be pre- tested before using as a final
instrument for collecting the data.

42
 SOURCES OF DATA
A research project may depend upon two types of data:

1) Primary data
2) Secondary data

 Primary Data:
- Primary data are those data which are collected directly by the researcher
themselves. But, the process of collecting primary data is more
complicated. The primary data is collected by using primary methods
such as questionnaires, interview, observations, etc. for this study
questionnaires are used to collect primary data from the customers.

 Secondary Data:
- Secondary data mainly include past records or reports of any
organization. Any article or report published in newspapers, books etc.
the data can be collected at less cost of time and money.

43
 DATA COLLECTION METHOD
To collect information for the study from customers, primary research is used.
Secondary data has been collected from library of Atmiya College, internet etc.
structured questionnaire was used as instrument for collecting the primary data.
The response were recorded and measured by using nominal scale and likert
scale. The data collected thus was quantitative in nature. The questionnaire was
pre-tested before final use.

Data collection is the process of gathering and measuring information on

variables of interest, in an established systematic fashion that enables one to
answer stated research questions, test hypotheses, and evaluate outcomes. The
data collection component of research is common to all fields of study including
physical and social sciences, humanities, business etc. while methods vary by
discipline, the emphasis on ensuring accurate and honest collection remains the
same.

The data collection also the respondents refuse to co-operate, do not provide any
information and sometimes provide wrong information. A survey method is the
fact that the individual of the interviewer or questionnaire of way of makes a big
difference in form interviews.

44
 POPULATION
In my research work my target population is the consumers which are living in
the Rajkot city and who are visiting the Rajkot Honda.

SAMPLE SIZE
In my research work, I have taken 100 respondents as sample.

SAMPLELING METHOD
Convenience method of sampling has been used to gather the data from
respondent.

45
 DATA ANALYSIS & INTERPRETATION
Question: 1:

AGE:

Age Frequency Percentage

15 to 25 35 35%
26 to 35 25 25%
36 to 45 22 22%
46 to 55 15 15%
More than 55 3 3%
Total 100 100%

Age
40
35
30
25
20
15
10
5
0
15 to 25 26 to 35 36 to 45 46 to 55 More than 55

Series1

Interpretation:

From the above analysis we can say that most of the respondents are a
youngster who belongs to age group of 15 to 25.

46
Question:2

GENDER:

Gender Frequency Percentage

Male 55 55%
Female 45 45%
Total 100 100%

Gender
60

50

40

30
Series1
20

10

0
Male Female

Interpretation:

From the above analysis we can say that most of the respondents are male.

47
Question:3

INCOME:

Income Frequency Percentage

Less than 10000 14 14%
10000 to 20000 24 24%
20000 to 30000 21 21%
30000 to 40000 27 27%
More than 40000 14 14%
Total 100 100%

Income
30

25

20

15

10

0
Less than 10000 to 2000020000 to 3000030000 to 40000 More than
10000 40000

Series1

Interpretation:

From the above analysis we can say that most of the respondents are belong to
the income group of 30000 to 40000.

48
Question: 4

OCCUPATION

Occupation Responses Percentage

Professionals 35 35%
Businessmen 40 40%
Student 15 15%
Other 10 10%
Total 100 100%

Occupation
45
40
35
30
25
20 52
15
10
5
0
Professionals Businessmen Student Other

Interpretation:

From the above analysis we can say that most of the respondents are
businessmen and there are also some respondents who are professionals.

49
Question: 5
WHICH COMPANY’S VEHICLE DO YOU WANT TO BUY?

Options Frequency Percentage

Hero 32 32%
Honda 30 30%
Yamaha 10 10%
TVS 10 10%
Suzuki 13 13%
Other 5 5%
Total 100 100%

Different company's vehicle

35
30
25
20
15 Frequency

10
5
0
Hero Honda Yamaha TVS Suzuki Other

Interpretation:
From the above analysis we can say that most of the respondents want to buy
vehicles of Hero and Honda company still there are some buyers who wants to
buy vehicle of Suzuki.

50
Question: 6
FROM WHERE WILL YOU PURCHASE YOUR VEHICLE?

Options Frequency Percentage

Rajkot Honda 35 35%
Jivrajani Showroom 15 15%
Suzuki Showroom 15 15%
Aan Automobile 25 25%
Any Other 10 10%
Total 100 100%

Preference of showroom
40

35

30

25

20
Frequency
15

10

0
Rajkot Jivrajani Suzuki Aan Any Other
Honda Showroom Showroom Automobile

Interpretation:
From the above analysis we can say that most of the respondents want to
purchase vehicle from Rajkot Honda and Aan automobile.

51
Question: 7
WHICH FACTOR DO YOU CONSIDER BEFOR PURCHASING THE
VEHICLE? RANK THE FACTORS:

Factors 1 2 3 4 5
Price 45 30 15 6 4
Brand 40 30 15 10 5
Style – Design 55 20 13 8 4
Millage 51 30 15 3 1

Factors while purchasing two-

wheeler
60

50

40
price
30 brand
style- design
20
millage
10

0
1 2 3 4 5

Interpretation:
From the above analysis we can say that most of the customer prefer style-
design and millage while purchasing any two wheelers.

52
Question: 8
IF YOU WANT TO BUY A VEHICLE OF HONDA IN FUTURE WHICH
VEHICLE WILL YOU PREFER?

Options Frequency Percentage

Activa 43 43%
Cliq 2 2%
Grazia 10 10%
Dream 20 20%
Shine 10 10%
Hornet 8 8%
X blade 7 7%
Total 100 100%

Choice of vehicle
50

40

30

20 Series1

10

0
Activa Cliq Grazia Dream Shine Hornet X blade

Interpretation:
From the above chart it is clear that most of the respondents wants to buy
Activa of Honda Company in future and few respondents wants to buy Cliq of
Honda Company in future.

53
Question: 9
DO YOU THINK THAT YOUR VEHICLE REPRESENTS YOUR
PERSONALITY?

Options Frequency Percentage

Yes 57 57%
No 43 43%
Total 100 100%

Vehicle represent personality

60

50

40

30
Series1
20

10

0
Yes No

Interpretation:
From the above chart it is clear that, most of the respondents agree that the
vehicle they buy it represent their personality and vice -versa.

54
Question: 10
DO YOU THINK THAT YOUR AGE INFLUENCES YOUR DECISION
IN CHOOSING YOUR VEHICLE?

Options Frequency Percentage

Yes 48 48%
No 52 52%
Total 100 100%

Decision influenced by age

53

52

51

50

49 Frequency

48

47

46
Yes No

Interpretation:
From the above chart it is clear that age does not influences to respondents
while they want to buy vehicle.

55
Question: 11
DOES ADVERTISEMENT INFLUENCE YOUR DECISION IN
CHOOSING YOUR VEHICLE?

Options Respondent Percentage

Yes 65 65%
No 35 35%
Total 100 100%

Decision influenced by advertisement

70

60

50

40

30 Respondent

20

10

0
Yes No

Interpretation:
Above chart shows that most of respondents’ decision is influenced by
advertisement and few respondents decision does not changed or influence by
advertisement.

56
Question: 12
WHO IS DECISION MAKER FOR PURCHASING VEHICLE IN YOUR
FAMILY?

Options Frequency Percentage

Father 38 38%
Mother 25 25%
Son 10 10%
Brother 13 13%
Yourself 11 11%
Other 3 3%
Total 100 100%

Decision influenced by family

40
35
30
25
20
Frequency
15
10
5
0
Father Mother Son Brother Yourself Other

Interpretation:
From the above chart it is clear that most of the respondents decision taken by
father and few respondents decision taken by any one.

57
Question: 13
WHAT PROMOTIONAL SCHEME WILL ATTRACT THE PRICES OF
VEHICHLES AS COMPARE TO YOUR TARGET?

Options Frequency Percentage

High price 19 19%
Affordable price 45 45%
Low price 36 36%
Total 100 100%

Price
50
45
40
35
30
25
Frequency
20
15
10
5
0
High price Affordable price Low price

Interpretation:
From the above chart it is clear that most of the respondents attract with
affordable price and few respondents attract with high price.

58
Question: 14
WHICH PROMOTIONAL SCHEME WILL ATTRACT YOU TO
PURCHASE VEHICLE?

Options Frequency Percentage

EMI scheme 28 28%
Discount offer 35 35%
Exchange offer 13 13%
Insurance offer 22 22%
Other 2 2%
Total 100 100%

Different schemes
40
35
30
25
20
15 Frequency
10
5
0
EMI scheme Discount Exchange Insurance Other
offer offer offer

Interpretation:
Above chart shows that many respondents attract with discount offer and very
few respondents attract with other scheme provided by company.

59
Question: 15
WHICH SOURCE OF FINANCE WILL YOU PREFER MOST FOR
PURCHASING THE VEHICLES?

Options Frequency Percentage

By cash 69 69%
By finance 31 31%
Total 100 100%

Source of finance
80
70
60
50
40
Frequency
30
20
10
0
By cash By finance

Interpretation:
Above chart shows that many respondents wants to buy their vehicle by cash
and few respondents wants to buy their vehicle in loan or in finance.

60
Question: 16
YOU WILL USE VEHICLE MAINLY FOR?

Options Frequency Percentage

Going with family 15 15%
Going to college 39 39%
Travelling for field work 41 41%
Any other 5 5%
Total 100 100%

Usage of vehicle
50

40

30

20 Frequency
10

0
Going with Going to Travelling for Any other
family college field work

Interpretation:
From the above chart it is clear that many respondents use their vehicle mainly
for travelling for field work and few respondents use their vehicle mainly for
any other purpose.

61
Question: 17
PLEASE INDICATE THE IMPORTANCE OF HAVING A VEHICLE IN
YOUR PERSONAL LIFE?

Options Frequency Percentage

Very important 63 63%
Not important 7 7%
Neutral 8 8%
Important 22 22%
Total 100 100%

Importance of vehicle
70

60

50

40

30 Frequency

20

10

0
Very important Not important Neutral Important

Interpretation:
From the above chart it is clear that many respondents agree on that thing i.e.
vehicle is very important for them and few respondents’ opinion is that vehicle
is not important for them.

62
Question: 18
RATE THE FOLLOWING ATTRIBUTES OF SHOWROOM:

Attributes excellent Very good Average Poor

good
Availability 44 28 15 11 2
After 58 23 16 2 1
service
Knowledge 53 38 5 3 1
of salesman
Service 37 32 21 6 4
Insurance 43 23 22 9 3

Attribues of showroom
70
60
50
Availability
40 After service
30 Knowledge of salesman
20 Service
10 Insurance
0
excellent Very good Average Poor
good

Interpretation:
From the above chart it is clear that after sales service provided by company is
excellent, knowledge of salesman is very good, insurance service provided by
company is good enough, availability of vehicle at a time of purchase is average
& other service provided by company is poor enough.

63
Question: 19
WHAT IS YOUR OPINION ON THE SERVICE PROVIDED BY THE
DEALERS?

Options Frequency Percentage

Excellent 37 37%
Good 32 32%
Average 26 26%
Poor 5 5%
Total 100 100%

Service provided by dealer

40
35
30
25
20
Frequency
15
10
5
0
Excellent Good Average Poor

Interpretation:
From the above chart it is clear that majority of respondents says that service
provided by dealer is excellent and very few respondents says that service
provided by dealer is poor.

64
Question: 20
HOW WOULD YOU RATE THE CLEANLINESS AND APPERANCE
OF THE WORKSHOP?

Options Frequency Percentage

Excellent 57 57%
Good 36 36%
Fair 5 5%
Poor 2 2%
Total 100 100%

Apperance and cleanliness of

showroom
60
50
40
30
Frequency
20
10
0
Excellent Good Fair Poor

Interpretation:
Above chart shows that majority of the respondents say that appearance and
cleanliness of showroom is excellent and few respondents say that appearance
and cleanliness of showroom is poor.

65
Question: 21
SHOULD COMPANY GO FOR INNOVATION IN CONTEXT TO
DEVELOPMENT OF NEW VEHICLE?

Options Frequency Percentage

Yes 78 78%
No 22 22%
Total 100 100%

Innovation in development of new

vehicle
100

80

60

40 Frequency

20

0
Yes No

Interpretation:
From the above chart it is clear that many respondents wants innovation and
few respondents don’t want any kind of innovation in new vehicle develop by
the company.

66
Question: 22
WHILE GOING FOR THE DEVELOPMENT OF NEW VEHICLE
WHICH POINT COMPANY SHOULD KEEP IN MIND?

Options Frequency Percentage

Acceptability of 8 8%
customer
Scale of economic 29 29%
Comfort 33 33%
Design 27 27%
Other 3 3%
Total 100 100%

Factor cosider while company go for

development
35
30
25
20
15
10
5 Frequency
0

Interpretation:
Above chart shows that many respondents wants comfort in their vehicle and
very few respondents want any other feature in their vehicle.

67
 Testing of Hypothesis
Hypothesis is usually considered as the principal instrument in research. Its
main function is to suggest new experiments and observations. In fact, many
experiments are carried out with the deliberate object of testing hypothesis.

Price 45 30 15 6 4
Brand 40 30 15 10 5

Test of hypothesis
Ho: Both the factors are identical
H1: Both the factors are not identical

Frequency Rank Group of factor

4 1 1
5 2 2
6 3 1
10 4 2
15 5.5 1
15 5.5 2
30 7.5 1
30 7.5 2
40 9 2
45 10 1

R1 = 27
R2 = 28

68
U1= n1n2+ n1(n1+1)/2- R1
=5*5+5(5+1)/2-27
=25+15-27
=13

U2 = n1n2+ n2(n2+1)/2- R2
=5*5+5(5+1)/2-28
=25+15-28
=12
Lower the value values U1 and U2 is U2=12

Here, n1= 5 U= 12

n2= 5 α=0.05
Therefore, p-value = 0.5
p-value = 0.5*2
=1
Hence, the value of the Mann-Whitney U-test is 1, which is positive, this mean
that both the factors are identical. So, I can conclude that price and brand
matters lot to consumer when they buy vehicle.

69
 FINDINGS
 Many respondents want to buy vehicle of Hero Company and Honda
Company and the specific Dealers are Rajkot Honda and Aan
Automobiles.
 Mostly consider factor by respondents is style and design of vehicle
before purchasing the vehicle.
 Activa is more preferable vehicle by the respondents than any other.
 Many respondents says that vehicle represent their personality.
 Age and advertisement influence the decision of respondents.
 Decision regarding purchasing of vehicle mostly taken by father.
 Affordable price and discount offer schemes attract more number of
respondents.
 Through cash vehicle is purchased mostly.
 Vehicle is very much important for respondents and they mainly use their
vehicle for travelling for field work.
 After sales service provided by company is excellent, knowledge of
salesman is very good, insurance service provided by company is good
enough.
 Service provided by dealers and appearance and cleanliness of showroom
is excellent.
 Company should keep in mind comfort factor while they go for
innovation.

70
 CONCLUSION
Summing up all the above discussion at the time of training period, I have found
out that working of all the departments of the company was very well organized
and satisfactory and all the concerned managers and officers are very interested
and co -operative in their work.

The company has very efficient and smooth marketing department, service
department, administrative department, finance department and human resource
mgt department. They have provided me every needed guidelines and
information which I needed to complete this project.

71
 LIMITATION

 The research was conducted in a specified fixed area i.e. Rajkot City.
 Time available was minimum, so time factor was also a part of my
limitation.
 Some respondents may have personal bias due to which they may not have
given the correct information and so the right conclusion may not have been
derived at.
 Today’s market is characterized by tremendous changes whatever is
applicable today is outdated tomorrow so today’s whatever research have
been done may change tomorrow.
 Lack of expertise knowledge.

72
 BIBLIOGRAPHY

 Kotler, P., & Keller, K. L.(2009). Marketing management (13th ed.). New
Delhi: Prentice-hall.
 Bajpai N., Research Methodology, Pearson
www.allsubjectjournal.com
http://autocarpro.in/articledetail/articleid/28927
https://googalwebilight.com/i?u=https://www.fintapp.com/blog/two-
wheelr-industry-analysis-research-report/&hl=en-IN
https://m.timesofindia.com/auto/bikes/india-is-now-worlds-biggest-2-
wheeler-market/articalshow/58555735.cms
https://www.slideshare.net/navin8890/two-wheeler
http://www.streetdirectory.com/travel_guide/60131/motorcycles/the_t
wo_wheeler_industry_in_india.html
Reference:
International Journal of Multidisciplinary Research and Development Online
ISSN: 2349-4182, Print ISSN: 2349-5979, Impact Factor: RJIF 5.72
A Peer Reviewed International Journal of Asian Research
Consortium, (AJRM) Asian Journal of Research In marketing.

73
Annexure

74
“AN ANALYSIS ON FACTORS INFLUENCING BUYING BEHAVIOUR
OF CONSUMER”

General question:
1) NAME:

2) AGE:
a) 15 TO 25
b) 26 TO 35
c) 36 TO 45
d) 46 TO 55
e) MORE THAN 55

3) GENDER:
a) Male
b) Female

4) INCOME:
a) Less than 10000
b) 10000 to 20000
c) 20000 to 30000
d) 30000 to 40000
e) More than 40000

5) OCCUPATION:
a) Professionals
b) Businessmen
c) Student
d) Other

6) WHICH COMPANY’S VEHICLE DO YOU WANT TO BUY?

a) Hero
b) Honda
c) Yamaha
d) TVs
e) Suzuki
f) Other

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 7) FROM WHERE WILL YOU PURCHASE YOUR VEHICHLE?
a) Rajkot Honda
b) Jivrajani showroom
c) Suzuki showroom
d) Aan Automobile
e) Any other

8) WHICH FACTOR DO YOU CONSIDER BEFORE PURCHASING

THE VEHICHLE? RANK THE FACTORS
FACTORS 1 2 3 4 5
Price
Brand
Style – design
Millage
Other

9) IF YOU WANT TO BUY A VEHICHLE OF HONDA IN FUTURE

WHICH VEHICHLE WILL YOU PREFER?
a) Activa specify
b) Cliq
c) Grazia
d) Any dream series
e) Any shine series
f) Hornet
g) X blade

10) DO YOU THINK THAT YOUR VEHICHLE REPRESENT

YOUR PERSONALITY?
a) Yes
b) No

11) DO YOU THINK THAT YOUR AGE INFLUENCES YOUR

DECISION IN CHOOSING YOUR VEHICHLE?
a) Yes
b) No

12) DOES ADVERTISEMENT INFLUENCES YOUR DECISION IN

CHOOSING YOUR VEHICHLE?
a) Yes
b) No

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 13) WHO IS DECISION MAKER FOR PURCHASING VEHICHLE
IN YOUR FAMILY?
a) Father
b) Mother
c) Son
d) Brother
e) Yourself
f) Other

14) WHAT PROMOTIONAL SCHEME WILL ATTRACT THE

PRICES OF VEHICHLES AS COMPARE TO YOUR TARGET?
a) High price
b) Affordable price
c) Low price

15) WHICH PROMOTIONAL SCHEME WILL ATTRACT YOU TO

PURCHASE VEHICLE?
a) EMI scheme
b) Discount offer
c) Exchange offer
d) Festival offer
e) Insurance offer
f) Other

16) WHICH SORUCE OF FINANCE WILL YOU PREFER MOST

FOR PURCHASING THE VEHICLES?
a) By cash
b) By finance

17) YOU WILL USE VEHICLE MAINLY FOR?

a) Going with family
b) Going to college
c) Travelling for field work
d) Any other

18) PLEASE INDICATE THE IMPORTANT OF HAVING A

VEHICLE IN YOUR PERSONAL LIFE?
a) Very unimportant
b) Not important
c) Neutral
d) Important
e) Very important

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 19) RATE THE FOLLOWING ATTRIBUTES OF SHOWROOM:
ATTRIBUTES EXCELLENT VERY GOOD AVERAGE POOR
GOOD
Availability

After service
Knowledge of
salesman
Service
Insurance

20) WHAT IS YOUR OPINION ON THE SERVICE PROVIDED BY

THE DEALERS?
a) Excellent
b) Good
c) Average
d) Poor

21) HOW WOULD YOU RATE THE CLEANLLINESS AND

APPERANCE OF THE WORKSHOP?
a) Excellent
b) Good
c) Fair
d) Poor

22) SHOULD COMPANY GO FOR INNOVATION IN CONTEXT

TO DEVELOPMENT OF NEW VEHICLE?
a) Yes
b) No

23) WHILE GOING FOR THE DEVELOPMENT OF NEW

VEHICLE WHICH POINT THE COMPANY SHOULD KEEP IN
MIND?
a) Acceptability of Customer
b) Scale of Economic
c) Comfort
d) Design
e) Others

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