Consumer Behaviour

G. L. BAJAJ INSTITUTE OF MANAGEMENT & RESEARCH Approved by A.I.C.T.E. & Affiliated to Uttar Pradesh Technical University, Lucknow Plot No. 2, Knowledge Park III, Greater Noida Uttar Pradesh-201308 A DISSERTATION PROJECT REPORT ON “BUYER‟S BUYING BEHAVIOUR WITH SPECIAL REFERENCE TO TWO WHEELER BIKES” Submitted for partial fulfillment of the award of degree of Master of Business Administration (MBA) From Uttar Pradesh Technical University, Lucknow UNDER THE GUIDANCE OF: SUBMITTED BY MR. ANKUR PANDEY TAUSEEF AHMAD 1290570100 Assistant Professor 2012-14 Department of Management Studies 0 G. L. BAJAJ INSTITUTE OF MANAGEMENT &RESEARCH GLBIMR Approved by A.I.C.T.E. & affiliated to Uttar Pradesh Technical University Dated: CERTIFICATE This is to certify that Mr. TAUSEEF AHMAD has undertaken this project work entitled “BUYER‟S BUYING BEHAVIOUR WITH SPECIAL REFERENCE TO TWO WHEELER BIKES” as Dissertation Project Report for the partial fulfillment of the award of Master of Business Administration degree for Uttar Pradesh Technical University, Lucknow (U. P.). As per best of my knowledge this Dissertation project work is an original piece of work and has not been submitted or published elsewhere. I wish him/ her all the best for his bright future ahead. (Mr. Ankur Pandey) Assistant Professor 1 STUDENT DECLARATION I Tauseef Ahmad student of Masters of Business Administration- IV Semester of G.L Bajaj Institute of Management and Research Gr. Noida, hereby declare that I have completed Dissertation Project Report on “BUYER‟S BUYING BEHAVIOUR WITH SPECIAL REFERENCE TO TWO WHEELER BIKES” as par the course requirements. I further declare that the information presented in this project is true and original to the best of my knowledge. and It is my original work and the same has not been submitted for the award of any other diploma or degree. TAUSEEF AHMAD 2 Acknowledgement I take this opportunity to express my profound debts of gratitude and obligation, to my Head of Dept. Dr.Deepa Gupta, Director, G. L. Bajaj institute of technology and management,Greater Noida for his most valuable help and creative suggestions at all stages of my work. His learned advice and guidance always kindled inspiration in the face of difficulties encountered in the course of this research work. I am also thankful to my mentor Mrs. Ankur pandey, Asst. Professor,G. L. Bajaj institute of management and research,Greater Noida , for allowing me to work on this project work and for his kind help always. I am highly grateful to my all lecturers and dedicated staff of G. L. Bajaj institute of technology and management, Greater Noida for their kind help from time to time. I am also thankful to the respondents, all my friends and also to various Auto experts and consumers for their kind and valuable guidence, whom I consulted for my present work. (TAUSEEF AHMAD) 3 ABSTRACT This project aims at studying the consumer buying behavior and factor which affect the consumer buying decision process. As the objectives of my study is to analyze the customer perception and the customer satisfaction to wards specific brands of bike (TVS, HONDA, BAJAJ) on the basis of Price, Fuel efficiency, Brand, Style and comfort name. The objective of the research is to know the Customer‟s buying behavior for purchasing two wheeler bikes on the basis of Price, Fuel efficiency, Brand, Style and comfort name in Delhi & NCR. In this era of cut throat competition, no company can even survive in the market place without knowing its and its products strengths and weaknesses. It has to fortify itself against threats from the environment and exploit its strengths or increase profits. And in order to do so, the company has to conduct regular surveys to know the customer‟s opinions, needs, and preferences. This helps the company to manufacture the product like wise for each customer‟s expectations. Consumer buyer behavior refers to the buying behavior of final consumers – individuals and households who buys services and goods for personal consumption. Consumer behavior is influenced strongly by culture, social, personal and psychological factors. Culture factors include the set of basic values, perceptions, wants and behavior learned by a member of society from family and other important institutions. The social factors include consumer‟s family, small group, social roles and status. The personal characteristics such as buyer‟s age, life cycle stage, 4 occupation, economic situations and life style influenced by four major psychological factors: Motivation, Perception, Learning, Belief and Attitudes. In Research Methodology, First and the foremost step is to clearly define the universe to be studied. As I have taken the area of Delhi & NCR, so for me here the universe is Delhi area. No doubt it is a finite universe but the area is very big and can‟t be covered easily due to shortage of time. Here my sample unit includes college gong students who own bikes. In sample size I have taken the sample of 200 consumer who have bikes. In parameter of interest I had taken all consumers who own their bikes. This includes random sampling, convenience sampling. So I find that the most of the buyers are influenced by the mileage, maintenance cost, and price at the purchasing of the two wheeler bikes. 120 buyers out of 200 buyers of bikes says that they are influenced by the mileage, maintenance cost, price and service availability of the company. And 50 buyers are said that they are influenced by the stylish look and sporty look of the bikes. The main limitation of research was short time period for research and low number of respodents for the response. 5 Table of Contents CHAPTER NO. CHAPTER NAME PAGE NO. 1. Introduction 2. Introduction to subject under study 3. Introduction to industry under study 4. Literature review 5. Objective and hypotheses 6. Research methodology 7. Data analysis 8. Conclusion 9. Recommendation 10. Bibliography 6 List of Tables/Figures Table/Figure no. Particular Page no. Figures 1. Fig. 1 in Analysis of data collection 81 2. Fig. 2 in Analysis of data collection 82 3. Fig. 3 in Analysis of data collection 83 4. Fig. 4 in Analysis of data collection 84 5. Fig. 5 in Analysis of data collection 85 6. Fig. 6 in Analysis of data collection 86 7. Fig. 7 in Analysis of data collection 87 8. Fig. 8 in Analysis of data collection 88 Tables 1. Production of the two automobile industry 21 2. Sales of the two wheeler bike in Indian segment 21 3. Export the two wheeler bike in Indian market 22 4. Table 1 in Analysis of data collection 81 5. Table 2 in Analysis of data collection 82 6. Table 3 in Analysis of data collection 83 7. Table 4 in Analysis of data collection 84 8. Table 5 in Analysis of data collection 85 9. Table 6 in Analysis of data collection 86 10. Table 7 in Analysis of data collection 87 11. Table 8 in Analysis of data collection 88 7 CHAPTER 1 : INTRODUCTION 8 INTRODUCTION PROFILE OF THE STUDY In this era of cut throat competition, no company can survive in the market place without knowing its product‟s strengths and weaknesses. It has to fortify (Strengthen) itself against threats from the environment and exploit its strengths for increasing profits. In order to do so, the company has to conduct regular surveys to know the customer‟s opinions, needs, and preferences. This helps the company to manufacture the product according to customer‟s expectations. It has now become more important for the customer confidence and higher positioning of buyer perception. Thus, Surveys becomes genuine key to success. The Bike segment is Dominated by 4 major players viz. HERO HONDA , BAJAJ, TVS, ROYAL ENFIELD .Besides these, there are players like – HONDA(Alone) , LML, KINETIC, SUZUKI. The expanding Indian market, the growing size of the middle class and the rise in aspirations of the youth along with opening up of the Indian economy have collectively influenced the steady growth of the two wheeler market in India. With leading foreign brands in collaborations with Indian manufacturers entering the Indian market, the customer could not have asked for more. In fact, the Indian bike market has grown immensely and the preference for variety looks, design has brought in a number of models in the market. In the last 3 to 4 years, the craze for motorcycle over the scooters has picked up and one can find today even girls crazy for a motorbike not only in the Metros but in small towns and cities also. 9 Trying to catch up with these, manufacturers are busy working out on customer profiles. With the increase in competition one can find a think of discounts including: cash rebates and free accessories to push sales of the commuter bikes. Certain changes are also visible as far as customer preferences are concerned. The basic 100cc bike market is suddenly experiencing a slow down in the growth. This Commuter bike was a favorite till the other day, commanding up to 90% of the total bike sales. The shift towards 150 cc bikes is suddenly discernable and the segment is expected to grow in near future. Manufacturers are now rushing in to introduce bikes in this segment. Bajaj has launched Pulsar-Dtsi 150cc higher on the power ladder, Honda has come up with Unicorn and TVS has recently launched Apache. The customer is the basic ingredient of marketing. The development of marketing strategy is based on understanding of consumer and there behavior. The present study attempts to understand the behavior of consumer for their choice in purchasing two-wheeler with special reference to bikes like Honda(Unicorn), TVS (Apache), and Bajaj(Pulsar 150cc).

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