A Study On Two Wheeler Bike in

A study on two wheeler bike in the Rural Area
INDUSTRY PROFILE:-
1.1 Introduction of Automobile industry:-

The automotive industry design, develop, manufacturer, market and sales
the worlds motor vehicles. In 2008-09 more the 70 million motor vehicle
including cars and commercial vehicles were produced world wide.
In the 2008-09 the automobile industry produced over the 70 million

vehicle, and employed over the 9 million people and represented over 5% of
world total manufacturing employment. In 2008-09, the global vehicle
registrations reach nearly 901 million vehicle.
• The largest market of Europe is the 35%

• North America 32.6%
• Asia is the 23.8%
• South Africa 4.6%
• The middle east and Africa 3.6%
The fastest growing market for automobiles are china, India, Russia, and
brazil. In 2008 with rapidly rising oil prices, industries such as the
automotive industries are experiencing a combination of pricing pressures
fro row material cost and change in consumer buying habit. The industry is
also facing to increase external competition from the public transport sector
as the consumer re-evaluate their private vehicle usage.
1
The S.P.B. college of Business Administration
In the automobile industry there are a many players as the Hero Honda
motor limited, Bajaj auto limited, TVS motor company limited. The other
players of the two wheeler industry as the kinetic motor company limited,
kinetic engineering limited, LML, Yamaha motors India limited, Majestic
Auto limited, Royal Enfield, and Hero Honda motorcycle and scooter
private limited.
There are a various models of the different companies as the following

Hero Honda:-
• CD 100
• Hero Honda Sleek
• Splendor
• Hero Honda Street
• CBZ
• Passion
• Ambition
• CD Down
• Splendor plus
• Passion plus
• Karizma
• CBZ star(*)
• Ambition 135
• Super splendor
• CD Deluxe
2
• Glamour
• Achiever
TVS:-
• TVS Centra
• TVS Fiero
• TVS S Apache
• TVS Victor
• TVS star
• TVS scooty pep
Bajaj:-
• Bajaj avenger
• Bajaj CT 100
• Bajaj platina
• Bajaj Discover dtsi
• Bajaj pulsar dtsi
• Bajaj wave
• Bajaj wind 125
Yamaha:-
• Yamaha G5
• Yamaha cruxs
• Yamaha gladiator
Kinetic:-
• Kinetic Aquila
• Kinetic boss
• Kinetic challenger
3
• Kinetic comet
• Kinetic GF
1.3 Automobile industry in India
The Indian automobile Industry consist of five segment: commercial

vehicles, multi utility vehicles, and passenger cars, two-wheeler, three
wheeler, tractors.
The automobile industry in India the tenth largest in the world with the
annual production of the approximately 2 million unit expected to become
one of the major global automotive industries in coming year. A number of
the domestic companies produce to the automobile industry in india and
growing presence of multi national investment to has increase in over all
growth.
De-licensing in 1991 has put the Indian automobile industry on a new

growth track, attracting foreign auto gains to setup the production facilities
in the country to take advantage of various benefit it's offers. this took that
Indian automobile production from the 5.3 million unit in the 2001-02 to
10.8 million unit in 2007-08. the other reason is to be attracting global auto
manufacture to Indian are the country's large class population, growing
earning power, strong technology capability and availability of trained
manpower at competitive price.
4
1.4 TWO-WHEELER INDUSTRIES
India is the second largest two-wheeler manufacture in the world and

largest manufacture in the in the world. Indian two-wheeler segment include
in a range of vehicle such as the scoter-geared and unguarded, moped and
motorcycle. In india there are a 3 scooter manufactures, and 3 moped
manufacture, Hero Honda, TVS, Bajaj Auto, Suzuki, Yamaha, etc are
leading manufacturer. They have also dominated the global area after
piaggo. production of the automobile industry during the financial year
2008-2009 is 17.22 million
Production of the two-wheeler automobile industry
Year Production (in units) of two

wheelers ( in million)
2004-2005 6.52
2005-2006 7.60
2006-2007 10.78
2007-2008 13.58
2008-2009 17.22
5
Sales of the two-wheeler bike in the Indian market
Year Total sales (in units) of two

wheelers (in million)
2004-2005 6.20
2005-2006 7.05
2006-2007 11.42
2007-2008 7.86
2008-2009 12.16
Export of the two-wheeler bike in the Indian market
Year Total exports (in units) of two

wheelers (in lakhs)
2004-2005 3,66,407
2005-2006 5,13,256
2006-2007 9,25,464
2007-2008 11,20,103
2008-2009 13,18,308
1.2 HISTORY OF HERO HONDA
6
Hero Honda is worlds third largest two wheeler maker. India has the
largest no of the two wheeler in the world with 41.6 million vehicles. India
has a mix 30% of the automobiles and 70% of the two wheeler in the
country. India was the second largest two wheeler manufacture in the world
starting in the 1950 birth of the (Automobile product of India)API that
manufactured the scooter.
What started out as a Joint Venture between Hero Group, the world's
largest bicycle manufacturers and the Honda Motor Company of Japan, has
today become the World's single largest two wheeler Company. Coming into
existence on January 19, 1984, Hero Honda Motors Limited gave India
nothing less than a revolution on two-wheels, made even more famous by
the 'Fill it - Shut it - Forget it ' campaign.
In the words of Mr. Brijmohan Lall Munjal, the Chairman and

Managing Director, "We will continue to make every effort required for the
development of the motorcycle industry, through new product development,
technological innovation, investment in equipment and facilities and through
and through efficient management."
2.1 COMPANY PROFILE
7
Type:- Public company

Founded:- January 19, 1989
Headquarter:- Hariyana, India
Key people:- Brijmohan lall Monjal (Chairman & managing director)
Industry:- Automobile industry
Product:- Motorcycle, Scooter
8
Hero Honda motorcycle limited is an Indian manufacture of the

motorcycle and scooters. Hero Honda is a joint venture began 1984 between
the Hero group of India from Japan. It has world biggest manufacturer of
two-wheeled motorized vehicle since 2001. when it is produced 1.3 million
motorbikes in a single year.
India has largest number of the two-wheeler in the world with 41.6
million vehicles. India has a mix 30% of the automobiles and 70% two-
wheeler in the country. India has a second largest two-wheeler manufacturer
in the world starting 1950s with birth automobile product of India (API) that
manufacture scooters.
In the 1980s, the Indian government regulation changed and permitted

foreign companies to enter the Indian market through minority join venture
as the: Hero Honda, TVS, Suzuki, Bajaj kawasaki, and kinetic Honda etc.
The entry of the foreign companies charged the Indian market dynamic from
the supply and demand side. With a large selection of two-wheelers on the
Indian market, consumer started to be gain influence over the products they
bought and raised higher consumer expectation. The industry produce more
models, styling option, price and different fuel efficiencies. The foreign
companies have to new technology helped make the product more reliable
and with their better quality. Indian companies had to changed keep up with
their global.
During the 80's Hero Honda became the first companies in India to prove
that it was possible to drive a vehicle without polluting roads. The company
introduced to new generation of the motorcycle that set the industry
9
benchmark for fuel thrift and low emission. Hero Honda sold the million
bike purely on the commitment of increase the mileage. Hero Honda has
consistently grown at double digit since inception; and today every second
motorcycle sold in the country as the Hero Honda. Every 30 second,
someone in India buys Hero Honda's top selling motorcycle splendor.
Hero Honda value relationship with the customers. It's unique CRM
(customer relationship management) initiative – Hero Honda passport
program, one of the largest program of this kind of the world. The program
has not only helped Hero Honda understand to it's customer and deliver
value as different price points.
Vision:-
• The vision was driven by the Hero Honda commitment to customer
quality, and excellence and while doing so maintain, the highest
standard of ethics and societal responsibilities.
Mission:-
• Hero Honda mission is to strive for synergy between technology,
system and human resources to produce products and service that
meet quality, perfomance and price aspiration of it's of it's customer.
At the same time maintain the highest standard of ethics and
responsibilities.
Objective & goal:-
• " To provide the excellent transportation to the common man at easily
affordable price and provide total satisfaction in all it's spheres
activity.
10
• " The objective of the Hero Honda company is to focus on the

customer, providing reliable, and affordable mobility for the stake
holders, like supplier, employees, society and environment at large.
1.3 Milestone:-
1983
• Joint Collaboration Agreement with Honda Motor Co. Ltd. Japan,
signed.
• Shareholders Agreements signed.
1984
• Company incorporated.
• Technical collaboration signed.
1985
• First motorcycle (Model CD 100) produced.
• 200 motorcycles per day production.
1986
• Quality circles launched.
1987
• Engine plant started.
1989
• New motorcycle model - "Sleek" introduced.
1991
• New motorcycle model - "CD 100 SS" introduced.
• 5,00,000 motorcycle produced.
• Mobile Service Workshop launched.
1992
11
• A school named Raman Kant Vidya Mandir inaugurated in memory

of the first Managing Director of Hero Honda Motors Limited.
1993
• Sponsored Hero Group - Five Nations Cricket Tournament
1994
• New motorcycle model – "Splendor" introduced.
• 1,000,000 motorcycle introduced.
1997
• New motorcycle model - "Street" introduced.
• Foundation stone of Raman Munjal Vikas Kendra foundation stone
laid by Chief Minister of Haryana.
1998
• 2,00,000 motorcycle produced.
1999
• New motorcycle model – "CBZ" introduced.
• Sponsored '7th World Cup Cricket tournament' at England.
2000
• 4,00,000th motorcycle produced.
• "Hero Honda passport programme" – CRM programme launched.
• Appointed Sourav Ganguly, & Hrithik Roshan are brand ambassadors.
• Sponsored '20th Cinema Express Award'
2001
• New motorcycle model – "Passion" introduced.
• 5,00,000th motorcycle produced.
2002
• New motorcycle model – "Down" introduced.
12
• New motorcycle model – "Ambition" introduced.

• Appointed Virender sehwag, Mohmad kaif, Yuvraj singh, Harbhajan
singh, and Zaheer khan as the brand ambassadors.
• Mr. Pawan Munjal, Managing Director of Hero Honda Motors Ltd.
2003
• Become the first Indian company to crossed the cumulative 7 million
sales mark.
• New motorcycle model – " CD Down" introduced.
• New motorcycle model – " Splendor plus" introduced.
• New motorcycle model – "Passion plus" introduced.
• New motorcycle model – "Karizma" introduced.
2004
• Crossed sales in over the 2 million unit in a single year, a global
record.
• Splendor – World's largest selling motorcycle crossed the 5 million
mark.
• New motorcycle mode – "CBZ*" introduced.
• New motorcycle mode – "Ambition 135" introduced.
• Joint technical agreement with Honda renewed.
• Total sales crossed a 10 million motorcycle.
2005
• Hero Honda is the world largest No 1 two-wheeler company for the 4
year in row.
• New motorcycle model – "Super splendor" introduced.
• New motorcycle model – "CD Deluxe" introduced.
13
• New motorcycle model – "Glamour" introduced.

• New motorcycle model – "Achiever" introduced.
• First scooter model from Hero Honda –"Pleasure" introduced.
2006
year in row.
2008
year in row.
• New motorcycle model – "splendor NXG" introduced.
2009
• New motorcycle model – "Hunk" launched.
• New motorcycle model – "Karizma - ZMR" launched.
1.4 AWARDS:-
1991
• Economic Times – Harvard business school awards for corporate
performance for Hero Honda motor limited.
1992
• Honorary membership – Indian institution of industrial engineering.
1994
• Businessman of the year by business India.
1995
• National awards for outstanding contribution to the development of
Indian small scale industry.
1999
14
• National productivity awards for the best productivity awards in the

category of automobile and tractor presented by the vice president of
India.
2001
• Winner of the reviews 200 Asia's leading companies awards(9th rank
amongst the top 10 Indian companies)
2002
• Winner of the reviews 200 Asia's leading companies awards(4th rank
• Entrepreneur of the year award by business standard.
• Business leadership awards Madras Management Association.
2003
• Winner of the reviews 200 Asia's leading companies awards(3rd rank
2004
• Corporate excellent award 2004 by Indian institute of material
management.
2005
• Awaaz consumer award 2005 – India's most preferred two-wheeler
brand by the CNBC in the automobile category.
• Bike maker of the year award by overdrive magazine.
2006
• The NDTV profit car India & Bike India award in 2006 in the
following category.
• Bike of the year – Achiever.
• Bike of the year – Achiever (up to 150cc category.)
15
• Bike of the year Glamour (up to 125cc category)

• No 1 automobile industry by TNS corporate social responsibility
awards.
2007
• Bike of the year award CBZ X -treme by overdrive magazine.
• The NDTV profit car India & Bike India award in 2006 in the
following category.
• Over all bike of the year CBZ X- treme.
• Bike of the year CBZ X- treme up to (150cc category)
2008
• NDTV profit business leadership awards year 2008.
• Top gear design awards 2008 – Hunk bike of the year award.
• NDTV profit car India & bike India awards – Bike manufacturer of
the year.
2009
• NDTV profit business leadership awards year 2009 – two-wheeler
category.
• Two-wheeler manufacturer of the year – By NDTV profit car & bike
award 2009.
2010
• Company of the year awarded by economic times awards for
corporate excellence 2008-09.
• CNBC TV 18 overdrive Awards 2010 "Hall of fame" to splendor.
16
3.1 CUSTOMER BUYING BEHAVIOR
The main aim of the marketing is to meet and satisfy target customer
need and wants buyer behavior refers to the peoples of organization conduct
activity and together with impact of various influence on them towards
17
making decision on purchase of product and service in a market. The field of

the customer behavior studies how individuals, group and organization
select, buy, use and dispose of goods, service, ideas or experience to
satisfied their needs and desire understanding consumer behavior and
knowing customer are never simple. The wealth of products and service
produced in a company make our economy strong. The behavior of human
being during the purchase is being termed as ''Buyer behavior". Customer
one says one thing but do another. They may not be in touch with their
deeper motivations. They are responding to influence that chain their mind
at the last minute. A buyer makes take a decision whether save or spend the
money.
"Buyer behavior is all psychological, social and physical behaviors of

potential customer as they become aware of evaluate, purchase, consumer
and tell others about product & service."
3.2 CONSUMER BUYING DECISION PROCESS:-

There are a following five stage in consumer buying process.
3.2.1 Problem Identification:-
The buying process start with when buyer recognizes a problem or need. The
need can be internal or external stimuli. Marketers need to identify the
circumstance that trigger a particular need. By gathering information from
number of the customers, marketers can identify the most frequent stimuli
that spark and interest in a product category. They can then develop
marketing strategies that trigger consumer interest.
18
3.2.2 Information search:-

The consumer tries to collect the information regarding various products and
service. through gathering the information, the consumer learn about
completing brand and their features. Information may be collected from
magazine, newspaper, retailer, friends, family, members, telephone
dictionary, business association, etc. marketers should find out the sources
of information and their relative degree of important to consumers.
Personal sources:- Family, friends, neighbor, etc.
Commercial sources:- Advertising, sales person, dealers, packaging.
Public sources:- mass media, consumer, rating organizations.
3.2.3 Evaluation of alternative:-

There is a no single process used by all consumers by one consumer in all
situations. There is several first, the consumer processes, some basic concept
are:
First the consumer is trying to satisfy needs.
Second, the consumer is looking for certain benefit for product solutions.
The marketer must know which criteria the consumer will use in the
purchase decision.
3.2.4 Choice of purchasing decision:-
From among the purchase of alternatives the consumer make solution. it
may be to buy or not. If the decision is to buy . the other additional decision
are :
Which type of bike he must buy?
From whom to buy a bike?
How the payment to be made? And so on
19
The marketers up to this stage has tried every means to influence the
purchase behavior, but the choice is properly consumers. In the evaluation
stage the consumer forms preference among the brand in the choice set. The
consumer may also form an intension to but the most preferred brand.
3.2.5 Post Purchase Behavior:-

After purchase the product, the consumer will experience the same level of
product. The marketer's job not end when the is buying must monitor post-
purchase satisfaction, post- purchase action, post purchase use and disposal.
(1) Post purchase action:-

The customer, satisfaction or dissatisfaction with the product influence
subsequent behavior. if the customer satisfied, he or she will exhibit a higher
probability of purchasing the product again. Dissatisfaction of consumer
may abandon and return the product.
(2) Post-purchase use or disposal:-

The marketer should also monitor new buyers use dispose of the product. If
the consumer store the product in a close, the product is probably not very
satisfying. If the consumer throws the product away, the marketers needs to
know how they dispose of it; especially it can be hurt the environment.
3.3 characteristic of buyer behaviors:-
The chief characteristics of the buyer behavior are as follow:-
• It consist of mental and physical activities which consumer undertake

to get goods and services and obtain satisfaction from them.
20
• It includes both observable activities such as the walking through the

market to examine merchandise and making a purchase and mental
activities such as forming attitudes, perceiving advertising material,
and learning to prefer particular brands.
• Consumer behavior are very complex and dynamic to constantly
changing. And therefore, management need to adjust with the change
otherwise market may be lot.
• The individuals specific behavior in the market place is affected by
internal factor, such as need, motives, perception, attitudes, as well as
by external of environmental influence such as the family, social
groups, culture, economics and business influences.
21
4.1 SWOT ANALYSIS:-
22
Strength:-
• Ability to understand customer's need and wants.
• Recognized and established brand name.
• Effective advertising capability.
Weakness:-
• R&D is not close to the Hero manufacturing plant.
• Hero is vulnerable in the joint venture.
• Honda motor company has to much power.
Opportunity:-
• Global expansion in to the Caribbean and central America.
• Expansion of the target market
• Becomes India's leader in the scooter market.
Threats:-
• Honda motorcycle and scooter India can take away market share and
cause joint venture.
• Bajaj motors is a strong competitor.
23
5.1 Introduction:-
24
"Marketing research means the systematic gathering, recording,

analyzing of the data about problem relating to the marketing of goods and
service"
Marketing research has proved an essential tools to make all the needs of
marketing management. Marketing research therefore is the scientific
process of gathering and analyzing of marketing information to meet the
need of marketing management. But the gathering of observation is must be
systematic. The systematic conduct of research requires:-
• Orderliness, in which the measurements are accurate.
• Impartiality in analysis and interpretation.
All the research can be categorized in to basic and applied.
1. BASIC RESEARCH:- Basic research is that intended to expand the body

of knowledge for the use of other.
2. APPLIED RESEARCH:- Applied research is one, which is carried out to
find the solution for a particular problem or for guiding a specific decision.
It is usually private in nature.
5.2 Objective of study:-
• To study automobile industry.

• To study the marketing practices of followed by rural area.
• To study the buyer behavior of rural consumer regarding two-
wheelers.
25
• To identify the place of purchase and measure the satisfaction level of

rural buyer.
5.3 Benefits of the study:-
• It will help to the company for evaluating the various products and
services of Hero Honda bike.
• The company would be able to design various schemes and service of
the Hero Honda bike.
• The company would be able to understand the consumer need's and
preference.
5.4 Process of the Marketing Research:-
The marketing research is done in the systematic process. I have pursued

the below process of the marketing study at Hero Honda.
26
Problem Identification
Research Design
Data Collection
Data Analysis & Interpretation
Research Report
5.4.1 Problem Identification:-
The first and the most important step of marketing research is properly
defining the problem. In order to identify the research problem two
categories of problem should be carefully noticed.
27
Here the researcher's problem are:-
• The awareness of two wheeler bike is very less.

• The price of the various products of two wheeler bike are high.
• A number of the customers are not satisfied with services, new
scheme and offers.
5.4.2 RESEARCH DESIGN:-

Research design indicates the method and procedure of conducting
research study. Research design can be done in the following three types:-
1. Exploratory Research:-
Exploratory research focus on the discovery of new ideas and is
generally based on the secondary data.
2. Descriptive Research:-
Descriptive research is undertaken when the researcher want to know the
characteristics of certain groups.
3. Causal or Experimental research:-

An experimental research is undertaken to identify causes and effect
relationship between two variables.
The research design is: Descriptive research design
5.4.3 Data Collection and Sampling:-
28
• (A) Sources of data collection:-

Basically there are a two types of data i.e. secondary and primary
(I) Primary data collection:-
Primary data collection contains the following four types method:-
(1) Observation method:-
It contains causal observation, systematic observation, direct
observation, and contrived observation.
(2) Experimental Method.
(3) Panel Method.
(II) Secondary data collection:-

It can be collected from internal and external sources.
1. Internal sources:-
Various internal sources like employee, books, sales activity, stock
availability, product cost, etc.
2. External sources:-
Libraries, trade publication, literatures, etc are some important
sources of external data. The researcher has used primary data for the
core purpose the project and primary data has been gathered by survey
method. The researcher has also used secondary data.
(B) Data collection tools:-
29
To conduct a survey, the researcher has selected a structured

questionnaire as an instruction for gathering valuable information from
the customers. Questionnaire, which is used for the survey, is consisting
of questions and checklist questions to check the customer feedback.
(C) Sampling plan:-
The researcher has design a sampling plan that is consist of five

decisions.
(I) Sampling unit:-
Who is to be surveyed?
The researcher has selected youngsters, businessman, and housewives in
the rural area.
(II) Sampling type:-
There are a two types of the sampling i.e. probability sampling and
Non -. Probability sampling
(i) Probability sampling:-
Probability sampling means each unit of the universe has equal
chance of getting selected. The most frequently used Probability
sampling method are as below:
(A) Simple Random Sampling.
(B) Stratified Random Sampling.
(C) Multi-stage Random Sampling.
(D) Cluster Sampling.
(E) Multi – phase Sampling.
(F) Replicated Sampling.
30
(II) Non – Probability sampling:-
Non – probability sampling contains following methods:-

(A) Judgment sampling.
(B) Convenience sampling.
(C) Panel sampling.
(D) Quota sampling.
For this purpose the researcher has used non probability convenience
sampling.
(III) Sample size:
Sample size means limited number of the respondent cover under the
research study from a population and the researcher has taken a survey 100
respondent to know the buying behavior of the customer.
(Iv) Sampling area:-
The researcher's area for survey was:

• Kosad
• Chaprabhata
(V) Sampling unit:-
Here the researcher has randomly selected the respondent of the rural
area of kosad and chaprabhata.
31
32
Qu-1 Age group wise classification
Age Number of respondent Percentage

18-25
25-35
35-50
Above 50
Total
33
Qu-02 Occupation wise classification
Occupation No of respondent Percentage

Student 22 22%
Self business 32 32%
Businessman 12 12%
Service 34 34%
Total 100 100%
OCCUPATION WISE DISTRIBUTION
100
100
80
RESPONDENT
60
40 32 34
22
20 12
0
ST UDE NT SE LF B USI NE SS B USI NE SSNE SM A N SE R V I C E T OT A L
OCCUPATION
RESPONDENT
Interpretation
The graph indicate to the 34% respondent are the service people, and
32% are the self business, and 22% are the student, and 12% are the
businessman who have to purchase the bike.
34
Qu-03 Education wise classification
Education No of respondent Percentage

S.S.C 5 2.5%
H.S.C 35 17.5%
Graduate 20 10%
Post-Graduate 40 20%
Total 100 100%
RESPONDENT
5
35
100 20
40
Interpretation
The above table 40 respondent are post graduate and
35
Qu-04 Do you have a own bike?
Answer No of respondent Percentage

Yes 88 88%
No 12 12%
Total 100 100%
DOYOUHAVEBIKE
88
RESPONDENT
100
80
60
40 12
20
0
YES NO
ANSWERE RESPONDENT
Interpretation
In the above table there is a 88% respondent have to a bike and 12%
respondent have to not the own bike.
36
Qu-05
37

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A study on two wheeler bike in the Rural Area

1.1 Introduction of Automobile industry:-

In the 2008-09 the automobile industry produced over the 70 million

• The largest market of Europe is the 35%

There are a various models of the different companies as the following

1.3 Automobile industry in India

The Indian automobile Industry consist of five segment: commercial

De-licensing in 1991 has put the Indian automobile industry on a new

1.4 TWO-WHEELER INDUSTRIES

India is the second largest two-wheeler manufacture in the world and

Production of the two-wheeler automobile industry

Year Production (in units) of two

Sales of the two-wheeler bike in the Indian market

Year Total sales (in units) of two

Export of the two-wheeler bike in the Indian market

Year Total exports (in units) of two

1.2 HISTORY OF HERO HONDA

In the words of Mr. Brijmohan Lall Munjal, the Chairman and

2.1 COMPANY PROFILE

Type:- Public company

Hero Honda motorcycle limited is an Indian manufacture of the

In the 1980s, the Indian government regulation changed and permitted

• " The objective of the Hero Honda company is to focus on the

• A school named Raman Kant Vidya Mandir inaugurated in memory

• New motorcycle model – "Ambition" introduced.

• New motorcycle model – "Glamour" introduced.

• National productivity awards for the best productivity awards in the

• Bike of the year Glamour (up to 125cc category)

3.1 CUSTOMER BUYING BEHAVIOR

making decision on purchase of product and service in a market. The field of

"Buyer behavior is all psychological, social and physical behaviors of

3.2 CONSUMER BUYING DECISION PROCESS:-

3.2.2 Information search:-

3.2.3 Evaluation of alternative:-

3.2.5 Post Purchase Behavior:-

(1) Post purchase action:-

(2) Post-purchase use or disposal:-

• It consist of mental and physical activities which consumer undertake

• It includes both observable activities such as the walking through the

4.1 SWOT ANALYSIS:-

"Marketing research means the systematic gathering, recording,

All the research can be categorized in to basic and applied.

1. BASIC RESEARCH:- Basic research is that intended to expand the body

5.2 Objective of study:-

• To study automobile industry.

• To identify the place of purchase and measure the satisfaction level of

5.3 Benefits of the study:-

5.4 Process of the Marketing Research:-

The marketing research is done in the systematic process. I have pursued

Data Analysis & Interpretation

5.4.1 Problem Identification:-

Here the researcher's problem are:-

• The awareness of two wheeler bike is very less.

5.4.2 RESEARCH DESIGN:-

3. Causal or Experimental research:-

The research design is: Descriptive research design

5.4.3 Data Collection and Sampling:-

• (A) Sources of data collection:-

(II) Secondary data collection:-