PREFACE

This research paper is based on identified the brand values of

Hero Honda’s brand for this I have selected 7 brand of Hero

Honda Ltd and trying to find out result that which brand has more

values among the five values of brand. Hero Honda is the India’s

number one two wheeler company. It has maximum number of

customer in comparison to other two companies in India. Market

of two-wheeler is one of the biggest domains in India. I tried to

find out that which brand values are more associated to different

brand of Hero Honda.

At the end we were able to find some really amazing facts on

which our conclusions were based.

Gurupratap singh

ACKNOWLEDGEMENT

This project would not have came into existence without the

guidance and support of our mentor and H.O.D., DBA, Prof. Vibhor

Mishra who was there to help us and guide us at any hour of the

day.

I would like to extend my gratitude towards the customers who

gave their precious time to fill our questionnaire. At last I would

like to thank entire PGDM-1st year. And my family members whose

support and encouragement was required continuous.

Gurupratap singh

CONTENTS

PREFACE I

ACKNOWLEDGEMENT II

CHAPTERS

1. Introduction

1.1 Research Purpose

1.2 Research Objectives

1.3Company profile

2. Research Methodology

2.1 Research Design

2.2 Sample design

2.3Data collection

3. Analysis and Interpretation of Data

3.1 Data analysis

3.2 Survey finding

4. Limitations of the study

5. Suggestions and Recommendations

6. Conclusion

ANNEXURES

Questionnaires

BIBLIOGRAPHY

1. INTRODUCTION

1.1 PURPOSE

The purpose of this research is to understand the Brand

values of the seven Hero Honda bikes. To know among the five

brand values which value is more for different seven bikes.

1.2 OBJECTIVES

Based on the problem statement and the research

purpose the following objectives were constructed.

Main objectives-

1. To collect information about the Hero Honda bikes

which is used by users.

2. To Find out the status of Hero Honda bikes with

respect to their brand values.

3. To find out the satisfaction level of the Hero Honda

bikes with respect to different brands.

4. To get the response of customers about Hero Honda

bikes.

1.3 SCOPE OF THE STUDY

The research has covered only Lucknow city (few

location) customers using Hero Honda bikes.

I have covered only the users of Hero Honda bikes. So

that I can make out the results.

The research has performed on the “five values of

brand.”

COMPANY AND IT’S PRODUCTS PROFILE

Company history

“Hero” is the brand name used by the Munjal brothers in the year 1956 with the flagship company Hero Cycles. The joint venture between India's Hero Group and Honda Motor Company, they are related to Jagdish Lal Munjal

During the 80s, Hero Honda became the first company in India to prove that it was possible to drive a vehicle without polluting the roads. The company introduced new generation motorcycles that set industry benchmarks for fuel thrift and low emission. A legendary 'Fill it - Shut it - Forget it' campaign captured the imagination of commuters across India, and Hero Honda sold millions of bikes purely on the commitment of increased mileage

Hero Honda has consistently grown at double digits since inception; and today, every second motorcycle sold in the country is a Hero Honda. Every 30 seconds, someone in India buys Hero Honda's top -selling motorcycle - Splendor.

Hero Honda bikes currently roll out from two globally benchmarked manufacturing facilities based at Dharuhera and Gurgaon in Haryana. These plants together are capable of churning out 3.9 million bikes per year. A third state of the art manufacturing facility at Hardwar in Uttranchal will soon be commissioned to cope with sustained customer demand.

Hero Honda's extensive sales and service network now spans over 3000 customer touch points. These comprise a mix of dealerships, service and spare points, spare parts stockists and authorized representatives of dealers located across different geographies.

Hero Honda values its relationship with customers. Its unique CRM initiative - Hero Honda Passport Program, one of the largest programs of this kind in the world, has over 3 million members on its roster. The program has not only helped Hero Honda understand its customers and deliver value at different price points, but has also created a loyal community of brand ambassadors.

Just-in-Time Manufacturing

The Hero Group through the Hero Cycles Division uses just-in-time manufacturing. The Group boasts of superb operational efficiencies. Every assembly line worker operates two machines simultaneously to save time and improve productivity. The fact that most of the machines are either developed or fabricated in-house, has resulted in low inventory levels.

In Hero Cycles Limited, the just-in-time inventory principle has been working since the beginning of production in the unit. This is the Japanese style of production. In India, Hero is probably the only company to have mastered the art of the just-in-time inventory principle.

Criticism

There is a frequent complaint that the biking enthusiasts in India make in many Auto-related forums which is related to Hero Honda not making serious efforts to upgrade its models as frequently as its competitors like Yamaha,Bajaj and TVS. Many bike enthusiasts in India feel that Hero Honda only upgrades the "stickers" along with the names of its bikes.'Sticker' upgrading can be easily noticed by observing the technical specifications of the models Splendor, Splendor Plus, Passion, Passion Plus, Karizma, Karizma R. Another frequent complaint made by Bike enthusiasts is that Hero Honda has too many bike models with exactly same or similar engines despite of the company claiming that it caters to 'all segments'. While Bajaj rolls out new models with many improvements, there have been very less new or feature-upgraded models from Hero Honda.The latest bike from Hero Honda is Hunk which again has an engine more or less similar to

CBZ-Xtreme and now Yamaha has launched two new bikes YFZ-R15 and FZ16 to compete with Hero Honda and Bajaj

During the 80s, Hero Honda became the first company in India to

prove that it was possible to drive a vehicle without polluting the

roads. The company introduced new generation motorcycles that

set industry benchmarks for fuel thrift and low emission. A

legendary 'Fill it - Shut it - Forget it' campaign captured the

imagination of commuters across India, and Hero Honda sold

millions of bikes purely on the commitment of increased mileage.

Over 20 million Hero Honda two wheelers tread Indian roads

today. These are almost as many as the number of people in

Finland, Ireland and Sweden put together!

Hero Honda has consistently grown at double digits since

inception; and today, every second motorcycle sold in the country

is a Hero Honda. Every 30 seconds, someone in India buys Hero

Honda's top -selling motorcycle – Splendor. This festive season,

the company sold half a million two wheelers in a single month—a

feat unparalleled in global automotive history.

Hero Honda bikes currently roll out from its three globally

benchmarked manufacturing facilities. Two of these are based at

Dharuhera and Gurgaon in Haryana and the third state of the art

manufacturing facility was inaugurated at Haridwar, Uttrakhand in

April this year. These plants together are capable of producing out

4.4 million units per year.

Hero Honda's extensive sales and service network now spans

over 3000 customer touch points. These comprise a mix of

dealerships, service and spare points, spare parts stockiest and

authorized representatives of dealers located across different

geographies.

Hero Honda values its relationship with customers. Its unique CRM

initiative - Hero Honda Passport Program, one of the largest

programs of this kind in the world, has over 3 million members on

its roster. The program has not only helped Hero Honda

understand its customers and deliver value at different price

points, but has also created a loyal community of brand

ambassadors.

Having reached an unassailable pole position in the Indian two wheeler market, Hero Honda is constantly working towards consolidating its position in the market place. The company believes that changing demographic profile of India, increasing urbanization and the empowerment of rural India will add millions of new families to the economic mainstream. This would provide the growth ballast that would sustain Hero Honda in the years to come. As Brijmohan Lall Munjal, the Chairman, Hero Honda Motors succinctly points out, "We pioneered India's motorcycle industry, and it's our responsibility now to take the industry to the next level. We'll do all it takes to reach there.''

HERO HONDA'S MISSION

Hero Honda’s mission is to strive for synergy between technology, systems and human resources, to produce products and services that meet the quality, performance and price aspirations of its customers. At the same time maintain the highest standards of ethics and social responsibilities.

This mission is what drives Hero Honda to new heights in excellence and helps the organization forge a unique and mutually beneficial relationship with all its stake holders.

HERO HONDA'S MANDATE

Hero Honda is a world leader because of its excellent manpower, proven management, extensive dealer network, efficient supply chain and world-class products with cutting edge technology from Honda Motor Company, Japan. The teamwork and commitment are manifested in the highest level of customer satisfaction, and this goes a long way towards reinforcing its leadership status.

BOARD OF DIRECTORS

No

.

Name of the Directors Designation

1 Mr. Brijmohan Lall Munjal Chairman & Whole-time

Director

2 Mr. Pawan Munjal Managing Director & CEO

3 Mr. Toshiaki Nakagawa Joint Managing Director

4 Mr. Sumihisa Fukuda Technical Director

5 Mr. Om Prakash Munjal Non-executive Director

6 Mr. Sunil Kant Munjal Non-executive Director

7 Mr. Masahiro Takedagawa Non-executive Director

8 Mr. Satoshi Matsuzawa

(Alternate Director to Mr.

Non-executive Director

Takashi Nagai)

9 Mr. Pradeep Dinodia Non-executive & Independent

Director

10 Gen.(Retd.) Ved Prakash Malik Non-executive & Independent

Director

11 Mr. Analjit Singh Non-executive & Independent

Director

12 Dr. Pritam Singh Non-executive & Independent

Director

13 Ms. Shobhana Bhartia Non-executive & Independent

Director

14 Mr. Sunil Bharti Mittal Non-executive & Independent

Director

15. Mr. Meleveetil Damodaran Non-executive & Independent

Director

16. Mr. Arun Nath Maira Non-executive & Independent

Director

PRODUCT PROFILE

HERO HONDA SPLENDORIt is one of the largest selling motorcycle in the world. The bike specializes in dual use motorcycles that are underpower but very fuel efficient. It is an executive segment motorcycle specially made for the office goers

Company StrokeMaximum

PowerDisplaceme

nt

Hero Honda Motors Ltd.

4-Stroke, air cooled

7.1 bhp/ 8500 rpm

97.2 cc

Striking Features Splendid Looks

Excellent Performer Cushioned Ride

Colors Available Candy Tahitaian Blue Hi Performance Red Blaze Blue Metallic Cloud Silver Metallic Chilli Green Hi Granite Blue Tornado Grey Black with Blue Silver Stripe Black Calliper Yellow Black Old Stripe

Awards

Awaaz Consumer Award 2006:

Most Preferred Two Wheeler Brand in India.

Price Tag

Rs 40,650 Ex-Showroom in Delhi.

(The prices are to the close approximation. Please check the latest prices and variant specifications with your dealer.)

Technical Specifications

Dimension & weight

Overall height 1040 mm

Overall length 1950 mm

Wheelbase 1230 mm

Ground Clearance 159 mm

Kerb weight 100.3kg

Fuel Tank Capacity

10.5 litres

Engine

Type 4 - Stroke, air cooled

No. of cylinders 1

Displacement 97.2 cc

Electrical 12V-2.5AH

Transmission

No. of Gears 4 - speed

Performance

Maximum Power 7.1bhp/8500rpm

Start Kick start

Suspension

Front Telescopic hydraulic fork

RearHydraulic spring loaded type with both side action.

Tyre

Tyre (front) 2.75 x 18-4 PR

Tyre (rear) 2.75 x 18-6 PR

Brakes

Type of brake (front)

Drum type (130 mm Diameter)Optional: Disc type (240 mm Diamter)

Type of brake (rear)

Drum type (110 mm Diameter)

HERO HONDA KARIZMAget Set Go...

Hero Honda Karizma was the first real sports bike in India. The bike addresses to those who have a passion for speed and styling and head-turning looks. It has 17 ps power thrust and picks up 0-60 in 3.8 heart-stopping seconds. The bike is based on power and styling. Disc breaks and Mag wheels makes Karizma the safest jet on the road.

Company Stroke Maximum Power Displacement

Hero Honda Motors Ltd.

4-Stroke 16.8 bhp @ 7000 rpm 223 cc

Striking Features Style Sporty position of the seat. It stands on its feet even at speeds reaching up to 130

kmph. Fuel Efficiency.

Color Variants Pearl Composed Red Myth Gold Metallic Sparkling Silver Turquoise Blue Candy Blazing Red Black Moon Yellow

Price Tag

Rs 79,000 Ex-Showroom in Delhi.

(The prices are to the close approximation. Please check the latest prices and variant specifications with your dealer.)

Technical Specifications

Dimension & Weight

Overall height 1160 mm

Overall length 2125 mm

Overall Width 755 mm

Wheelbase 1355 mm

Ground Clearance 150 mm

Kerb weight 150 kg

Fuel Tank Capacity 15 litres

Engine

Type OHC, Air Cooled

Stroke (2/4) 4-stroke

No. of cylinders Single Cylinder

Displacement 223cc

Electrical 12 V, 7.0 Ah

Transmission

No. of Gears 5 speed

Clutch Multi-plate wet type

Performance

Maximum Power 16.8bhp @ 7000rpm

Max. Torque -

Start Kick / Electric

Suspensions

Front Telescopic Hydraulic Shock Absorbers

RearSwing arm with 5 step adjustable type hydraulic shock absorber

Brakes

Front Disc Brakes, 276 mm diameter

Rear Internal Expanding Shoe, 130 mm

Tyres

Front 2.75 x 18” - 42 P

Rear 100 / 90 x 18” - 56 P

HERO HONDA PASSION PLUSWhen Style Matters More

The Hero Honda Passion Plus is a cosmetic upgradation of the Hero Honda Passion that involves two tone colors, body colored mirrors, white dial instrument cluster and a wider pillion grip. It has included new bright multi-reflector headlight, tall light and indicators that provides improved safety while driving

Company Stroke Maximum Power Displacement

Hero Honda Motors Ltd.

4-Stroke 7.5 PS at 8000 rpm 97.2 cc

Striking Features Aluminium die cast rear grip Heat protector on the muffler New dials in the instrumental panel Multi-reflector winkers Wider wheel base Large storage space with locking facility Broad rear tyre

Color Variants Moon yellow Cloud silver Amranth maroon Tornado grey Tahitian blue Black with magna red stripes Black with purple stripes Candy blazing red Turquoise blue Tasmanian green Black with orange stripes

Price Tag

Rs. 43,250

(The prices are to the close approximation. Please check the latest prices and variant specifications with your dealer.)

Technical Specifications

Dimensions & Weights

Length 1980 mm

Width 720 mm

Height 1060 mm

Wheel base 1235 mm

Ground clearance 160 mm

Kerb Weight 116 kg

Fuel Tank Capacity 12.8 Litre

Engine

Type Air - Cooled , OHC

Stroke (2/4) 4-stroke

No. of cylinders Single cylinder

Displacement 97.2 cc

Electrical 12 V-2.5 Ah

No. of Gears 4 - Speed constant mesh

Clutch Multi-Plate Wet Type

Suspension

Front Suspension Telescopic Hydraulic Fork

Rear Suspension Swing Arm with 5 step adjustable hydraulic damper

Brakes

Front Brake Internal Expanding Shoes Type 130mm/ Hydraulic Disc Type (Optional)

Rear Brake Internal Expanding Shoes Type 130 mm

Tyres

Front Tyre Size 2.75 x 18” - 4 PR / 42 P

Rear Tyre Size 3.00 x 18” - 4 / 6 PR

Performance

Maximum Power 7.5 PS @ 8000 rpm

Start Kick Starter

HERO HONDA GLAMOURLive The G Life

Hero Honda Glamour has been set in the premium segment by the company. The bike comes in 125cc with a curvaceous and new fairing design look. The engine of Glamour is developed by Japanese partner Honda's research & development team. It has better mileage and high power. The 'Quantum Core' engine and the flush-type lock on the fuel tank of Glamour is a first-of-its-kind in the segment. It is sure to attract the young bikers.

Company Stroke Maximum Power Displacement

Hero Honda Motors Ltd.

4-Stroke 7.16 kW @ 7500 rpm 124.8 cc

Striking Features Next generation engine from Honda. New bigger fuel tank with flush type cap. Elegant tri pod instrumental panel. New stylized muffed muffler with heat guard. New age large silver colored utility box.

Model Variants Base model Glamour F1

Color Variants Candy Blazing Red Black with Blue Stripes Excellent Blue Metallic Vibrant Green Metallic Cloud Silver Metallic Black with Yellow Stripes Palace Maroon Metallic Impulse Orange Metallic Frost Blue Metallic

Technical Specifications

Dimensions & Weights

Length 2017 mm

Width 770 mm

Height 1136 mm

Wheel base 1260 mm

Ground clearance 164 mm

Kerb Weight 118 kg

Fuel Tank Capacity 13 Litres

Engine

Type Air - Cooled , OHC

Stroke (2/4) 4-stroke

No. of cylinders Single cylinder

Displacement 124.8 cc

Electrical 12 V, 35 /35 Watt, Digital ignition

Bore x stroke 54.5 mm x 53.5 mm

No. of Gears 4 - Speed constant mesh

Suspension

Front Suspension Telescopic oil- damped, 105 mm travel

Rear Suspension Hydraulic with co-axial spring, 75 mm travel

Brakes

Front Brake Drum brake 130 mm dia. / Disc brakes 240 mm (Optional)

Rear Brake Drum brakes 130 mm dia. at rear

Tyres

Front Tyre Size 2.75

Rear Tyre Size 3.0” x 18

Performance

Maximum Power 7.16 kW @ 7500 rpm

Max. Torque 9.5 Nm @ 5500 rpm

Start Kick Start

HERO HONDA CBZ X-TREME

Live Extreme

World's biggest two wheeler maker Hero Honda Motors Ltd. has launched CBZ X-treme in the 150 cc segment. Facing tough competition from its key rivals Bajaj Auto and TVS Motors, the Hero Honda company has unveiled this model in the new avatar of CBZ. The CBZ launched in 1999 was a very popular and stylish bike. The all new CBZ X-treme model has been developed with the efforts of the R&D team of Hero Honda. CBZ Extreme powered by 150 cc engine that generates 14 ps of power @ 8500 rpm, this makes CBZ Extreme the most powerful bike in this segment.

The powerful CBZ X-treme is equipped with loads of features. Diamond-frame type tubular chassis, box-section swing arm, adequate ground clearance of 145 mm with stepped up pillion seat and split grab rail provides the extreme driving pleasure for rider and the pillion rider. This new offering from Hero Honda comes with disc brake and 5 spoke alloy wheel as standard fitment.

Launched in two variants with kick-start and self-start option, CBZ X-treme is up for sale with a ex-showroom price tag of Rs. 54,000-56,000.

CompanyName

Segment

Displacement

Maximum Power

Hero Honda Motors Ltd.

150 cc 149.2 c.c10.6 KW ( 14.4 ps) @

8500 rpm

Striking Features of CBZ X-treme Powerful engine of 150 cc with 14 ps of power @ 8500 rpm.. Loaded with AMI - Advanced Microprocessor Ignition System. Advanced braking system of Disc brake on front wheel. Step seat comfortable ride. Multi-reflector winkers and LED tail light with unique split

rear grip gives the bike a sporty and trendy looks. New age asymmetric instrument panel in dual tone finish.

05 spoke alloy wheels gives the bike an appealing looks. Good looking wiser with tinted windshield. Multi-reflector headlight with separate pilot lamp.

Available colors of CBZ X-treme

The 150 cc CBZ X-treme is available in 05 shining colors : Sports Red Candy Blazing Red Boon Silver Metallic Black Vibrant Blue Metallic

Price of CBZ X-treme

Price for two variants of kick-start and self-start for CBZ X-treme is Rs 54,000 and Rs 56,000. Both the variants comes with alloy wheel and disc brakes as standard fitment.

(Please Note: The prices are ex-showroom and based on the close approximation. Please check the latest prices and variant specifications with your dealer)

Quote-Unquote

"We expect to capture the top position in the premium segment with the new bike. We are also working on another bike in the premium segment.''CBZ has remained a icon in the market and we expect to regain the same position enjoyed earlier. It is the fastest bike in class and comes with a three year warranty. We have added many features like a LED tail light, split rear seats and a pilot lamp, which are industry first in India."

Said Pawan Munjal, Managing Director and CEO, Hero Honda

Technical Specifications of CBZ X-treme

Dimensions & Weight

Wheelbase (mm) 1325

Length (mm) 2080

Width (mm) 765

Height (mm) 1145

Ground Clearance (mm)

145

Weight (kgs) 141

Engine

Model Designation Air Cooled, 4 Stroke OHC

Starting Self Start/Kick Start

Idle Speed 1400 rpm

Displacement (cc) 149.2cc

IgnitionAMI - Advanced Microprocessor Ignition System

Bore & Stroke 57.3 X 57.8 MM

Suspension

Front Telescopic Hydraulic Shock Absorber

RearSwing arm with adjustable hydraulic shock absorber

Brakes

Front Disc Type (dia 240 mm)

Rear Drum Type, internal expanding shoe type

Tyres

Front 2.75 X 18" 42 P (Alloy)

Rear 100/90 x 18 - 56 P (Alloy)

Fuel Tank 12.3 Lts.

Performance

Max. Horsepower (ps/rpm)

10.6 KW(14.4 PS) @ 8,500 RPM

Max. Torque (kg 12.80 NM @ 6,500 RP

m/rpm)

HERO HONDA HUNKBecause Muscles Matter

Hero Honda Motors Ltd. (HHML), India's leading two wheeler manufacturer, has launched its new offering as Hunk in the 150 cc segment. This new bike is the fourth launch in the premium segment after 156 cc CBZ Xtreme, 150 cc Achiever and 225 cc Karizma. Hero Honda Hunk carries robust looks and muscular styling with big tank shrouds, 5 spoke black alloy wheels, telescopic

fork suspension and new GRS (Gas Reservoir Suspension) at rear. Hunk is powered with 150cc engine that generates 14.4Ps at 8500rpm of power and 12.8Nm of Torque.

Hero Honda has launched the 150 cc Hunk in two variants of kick start and self start with the price tag of Rs. 55,000 and 57,000 respectively. The all new Hunk is available in four colours - black, blue, red and silver.

With the launch of Hunk Hero Honda aims to make its premium position in this segment. On the launch of Hunk, Pawan Munjal, Managing Director and CEO, HHML, said "The 'Hunk' is our tribute to the Youth of India today - confident and ready to take on the world. It personifies the very fighting spirit and resilience of our youngsters, who are making a mark for themselves in their chosen fields of vocation. Some of the key findings of our extensive research amongst the youth have been incorporated into the 'Hunk' to make it a complete package of world class technology, unprecedented features and stunning looks. I am sure there will be many more 'Hunks' on Indian roads soon."

Company Name Segme Displaceme Maximum

nt nt Power

Hero Honda Motors Ltd. (HHML)

150 cc 149.2 c.c14.4 ps @ 8500

rpm

Striking Features of Hero Honda Hunk Robust masculine looks with strong presence Gas charged, adjustable rear shock absorber Fuel efficient and powerful Advanced Tumble Flow Induction

(ATFI) Technology engine Convenient, safe and effortless kick start Large fuel tank and aerodynamic tank Shrouds Stylish, clear lens multi reflector indicators Puncture resistant tuff -up tube. Available in 04 sizzling colors and options of kick start and

self start

Available colors Hero Honda Hunk Black Blue Red Silver

Price of Hero Honda HunkHero Honda Hunk is available in two variants of kick start and self start with the price tag of Rs. 55,000 and 57,000 respectively.

(Please Note: The price range is ex-showroom and based on the close approximation. Please check the latest prices and variant specifications with your dealer)

Quote Unquote"The Hunk would complete our product portfolio in the premium segment. From our models in the premium segment, we are expecting highest numbers from the Hunk"

Said, Hero Honda Motors Limited Managing Director Pawan Munjal.Technical Specifications of Hero Honda Hunk

Dimensions & Weight

Length (mm) 2080

Width (mm) 765

Height (mm) 1095

Wheelbase (mm) 1325

Kerb Weight (kgs) 145

Ground Clearance (mm)

145

Engine

Model Designation Air Cooled, 4 - Stroke Single Cylinder OHC

Starting Self Start/Kick Start

Displacement (cc) 149.2

IgnitionAdvanced Microprocessor Ignition System (AMI)

Bore & Stroke 57.3 X 57.8 mm

Suspension

Front Telescopic Hydraulic Shock Absorbers

Rear5 Step Adjustable Gas Reservoir Suspension - GRS

Brakes

TypeDisc: 240 mm Dia Disc - Non Asbestos Type

RearInternal Expanding Shoe Type (130 mm), Non Asbestos Type.

Tyres

Front 2.75 X 18 42P

Rear 100/90 X 18 - 56P (With Tuff-up Tube)

Fuel Tank 12.4 Litre

Performance

Max. Horsepower (ps/rpm)

10.6 Kw (14.4 Ps ) @ 8500 rpm

Max. Torque (kg m/rpm)

12.80 N-m @ 6500 rpm

RESEARCH

METHODOLOGY

2.1 RESEARCH DESIGN

The research design is a formal study of the user of

Hero Honda bikes in few areas of the Lucknow city. The goal of

the research design is to find the brand values of Hero Honda

bikes through a structured approach.

Primary data was collected through personal (face-to-

face) interview of the respondent using structured questionnaire

as the instrument. The respondent was the user of Hero Honda

bikes. Limited use of secondary data (desk research) was needed

for the project completion.

Charts and figures were used to help me arrive at a

conclusion and to give appropriate recommendation for the

betterment of Hero Honda Bikes.

Research environment consisted of actual field

conditions. I have surveyed 150 users of selected Hero Honda

bikes.

2.3 SAMPLING DESIGN

Restricted sample was used as an element selection

technique. The sample unit, i.e. each user of Hero Honda bikes

was drawn individually from the population of the bike users at

large.

Researcher was covered 20 people every day.

I used non-probability sample type for the ease of use.

The sampling technique was simple random sampling.

Researcher had the freedom to choose any user of hero Honda

brand bikes their particular area.

This representation was the basis for the research

analysis. It was adopted for the ease in conduct of the survey.

Time and cost were the other factors, which supported the need

for this sampling design.

2.4 DATA COLLECTION

In this research project, both primary and secondary

data were collected.

Primary data was collected through personal (face-to-

face) interview of the respondents using structured questionnaire

as the instrument. Direct observation was also used for the

visibility of the brands hero Honda.

I interviewed 150 respondents across the few areas in the

Lucknow city. Secondary data used in the project report, was

collected from the internet, research books, magazines &

newspapers.

3 – ANALYSIS AND INTERPRETATION OF DATA

3.1-DATA ANALYSIS

Field editing was done on the data i.e. soon after the

interview all the abbreviated forms and symbols used (due to

shortage of time and stress) were changed to their respective

meanings for e.g I was used simple rating scale in questionnaire it

helps to respondent to give quick response.

All the data was entered in the questionnaire in a

standard form.

Data entry through a keyboard was done in a formatted

excel sheet for easy calculations and analyses.

Data was analyzed using bar and pie charts and

summary of the analyses has been attached in an image form in

the ‘findings’ section. Most of the findings are in percentage form

for easy comprehensibility.

3.2 SURVEY FINDINGS

This section has been divided according to the number

of objectives we intended to cover in the beginning. Each of the

objectives is explained with appropriate graphs to support the

data.

Motivation values

This graph is showing that Hero Honda ‘s brand Splendor has (26%) more motivational valves in comparison to other brand.CBZ and KARIZAMA both are the more expensive even that they have attract to the people to buy. The graph shows that super splendor has least rated (1%) bikes in term of preference or motivation to buy that is the reason company withdrawn this bike from the market.

Memorization Values: Hero Honda India’s no-1 bikes producer. It has no. of brands for different customers. I have taken seven brands of Hero Honda in that Splendor (31%) get maximum rate in term of memorization and second rated bikes is CBZ (20%) . Kaizama (17%) gets third position.

Association values:Maximum number of respondent rates Splendor (32%) has more association values. Karizama (22%) is the second rated bikes in term of association value even that Karizama is more expensive in term of price and fuel efficiency. CBZ is first sport bike of Hero Honda rated on third position by the respondent.

Repurchase value:

In all seven bikes Splendor has more re-purchase value. 37% of total respondent rated that Splendor has more repurchase value in comparison to others brands of Hero Honda. Second highest rated bike is Passion Plus with having 27% response. Karizama is least rated bike in term of re-purchase value.

User of Bikes:

I have taken response of 150 respondent, in total respondent I was met 38% people who are not riding any bike of all seven bikes which I have chosen although they are Hero Honda customer and 22% respondent are riding Splendor and 20% respondent are riding Passion Plus. In total respondent no one ride Super Splendor and Karizama right now.

Satisfaction level:

This graph represents the satisfaction level of the consumer

of their currently used bike. It is one general question asked by

every respondent that what the satisfaction level they have.

Maximum number of respondent are rated in 4 (good,81%). Only

13% respondents are highly satisfied with their bikes, 4%

respondent says average and 2% respondents say very bad. This

graph is the representation of respondent who has Hero Honda’s

brand or any others brand they use right now.

4-LIMITATIONS OF STUDY

All the research studies have their limitations, and

sincere investigator recognize that readers need aid in judging

the study’s validity.

Putting on the limitations is the evenhanded approach

and one of the hallmarks of the honest and competent

investigator.

The limitations that I have encountered during its

project are as follows-

I visited all the major market of the Lucknow city and served

people who have Hero Honda bikes. Some time I was took

response from non-hero Honda bikes user.

Some time I was saw that people were not taking interest to

fill the questionnaire. Its create problem for taking true data.

Feedback is just the representative of the entire population; it only states the opinion of a few respondents.

Time constrain was a major limitation. Being students of PGDM we could not spare much time for it

and hence we could not go for very big sample size. Most of the questionnaires were filed by the students. Although collection of feedback was one of the research’s

objectives, there was no space inside the survey form for it.

The feedback is not representative of the entire sample; it

only states the opinion of few of the respondents. Some of

the claims may need further research to support the data.

5. SUGGESTIONS AND RECOMMENDATIONS

The analysis of inferences drawn from the research portray that Hero Honda is a good company with various brands but

all brands having similar looks. Company changes only physical shape of bikes and

launch in the market with another name and high price. Customers are feeling uncomfortable to buy high end

bikes. Now the behavior of Indian customer has been change

and they are looking for style and more re-purchase values.

Customers are confused with advertisement of company. Customers are looking for good ROI (return on

investment) but in Hero Honda only middle class bikes having good RoI.

suggest ions

Hero Honda is doing very well in Indian two-wheeler Market segment. Company having bikes of all the class of customers with various price ranges.Company must be providing justifiable price range according to their technical specialty.

Customers are looking good Re-purchase values in high end bikes like CBZ, Hunk etc.

Company must do work on to increase brand values of different brands like Splendor has

Company must be introduced new technology in the medium range bikes.

Company should try to focus on low income group customers so that they can beat TVS & BAJAJ & also can raise market share.

6. CONCLUSION

Finally, analyzing all the facts & figures now I can say that

only Hero Honda Splendor has dominated in the market

with highest rated two-wheeler in term of brand values.

Hero Honda Splendor is only one bike which has all the

five values of brand. No other bike of hero Honda having

all the values of brand that is the reason behind the mega

success of Hero Honda Splendor in Indian two-wheeler

market segment. it has the highest rated bike in term of

Re-purchase values. Secondly, I found Hero Honda Passion

has secured values in comparison to other bikes which i

have taken. Hero Honda is also in the high price brands

like CBZ, Karizama, Hunk etc. but unfortunately because

of loop holes company is unable to cater the need of high

level and that’s why company is unable to earn more

profit & increase in market share.

ANNEXURES

Questionnaires

BIBLIOGRAPHY

1. Marketing Research by Green and Tull.

2. Marketing Management by Philip Kotler

3. IC-33

WEBSITES

www.dogpile.com

www.ask-me.com

www.google.com

RESEARCH REPORT ON

BRAND POTENCYOF

HERO HONDA

SUBMITTED TO: SUBMITTED BY:

MR. VIBHOR MISHRA GURUPRATAP SINGH H.O.D. DBA EN roll 1003IISE,lucknow PGDM, 1ST YEAR