CONSUMER ATTITUDE TOWARDS PROMOTIONAL

STRATEGY OF HERO MOTOR CORP

PROJECT REPORT

Submitted by
S.SUBASH NARMADESHVER
REGISTER NO: 3511010712

UNDER THE GUIDANCE OF
Mr.M.DANIEL RAJKUMAR
(Asst. Professor)
Faculty, Department Of Management Studies

In partial fulfillment for the award of the degree
Of
MASTER OF BUSINESS ADMINISTRATION






DEPARTMENT OF MANAGEMENT STUDIES
SRMSCHOOL OF MANAGEMENT
SRMUNIVERSITY
KATTANKULATHUR 603 203

MAY 2012
BONAFIDE CERTIFICATE

This to certify that the project work entitled CONSUMER ATTITUDE

TOWARDS PROMOTIONAL STRATEGY OF HERO TWO WHEELER in IYYAPAN
MOTORS private ltd is a bonafide work done by S.SUBASH NARMADESHVER
[REGISTER NO: 3511010712]in partial fulfillment of the requirement for the award of Master
of Business Administration, is a record of the original research work done under the supervision
and guidance of Mr.M.DANIEL RAJKUMAR(Asst. Professor),SRM School of Management,
SRM University, Chennai during the academic year 2010 2012.





Submitted for Viva-Voce Examination held on_________



-------------------------------- -----------------------------
Mr.M.DANIEL RAJKUMAR DR.JAYSHREE SURESH
(Asst. Professor) (Dean, MBA)
(Project Guide)




------------------------------------
External Examiner

DECLARATION
I hereby declare that the project report entitled CONSUMER
ATTITUDE TOWARDS PROMOTIONAL STRATEGY OF HERO TWO WHEELER
Submitted to SRM School of Management in partial fulfillment of the requirement for the award
of the Degree of Master of Business Administration, is a record of the original research work
done under the supervision and guidance of Mr.M.DanielRajkumar,(Asst. Professor) , SRM
School of Management, SRM University, Chennai and that it has not formed the basis for the
award of any degree / associate ship / fellowship of other similar title to any candidate of any
university.

Place: Kattankulathur (S.SUBASHARMAESHVER)
Date: 3511010712










ACKNOWLEDGEMENT
My training period had been a great learning experience and it wouldnt have been
without the support of various people, who helped me to accomplish my project successfully. I
express my sincere thanks to all those who had guided me in one or the other way.

I express my deposit and sincere thanks to our respected Dean Dr. (Mrs.) Jayashree
Suresh B.A., M.B.A., Ph.D. who has given me an opportunity to do this project.

My profound gratitude is also due to Mr.M.DANIEL RAJKUMAR(Asst.Professor)
faculty guide for their valuable guidance and constant encouragement successful completion of
this project.

I express my heartfelt thanks to Mr. S.GUNASEKAR ,Sales Manager of Iyyapan
Motors Pvt. Ltd, kulithalai , for giving me the permission and arranged for the needful help
and enabling me to undertake project in their esteemed and reputed organization.
Last but not least I submit my thanks to my parents, family members and friends for
providing me their support on my work.







TABLE OF CONTENTS
LIST OF TABLES
LIST OF CHARTS

CHAPTER TITLE PAGE NO.
1 INTRODUCTION 1
2 INDUSTRY PROFILE 6
3 REVIEW OF LITERATURE 16
4 COMPANY PROFILE 29
5 METHODOLOGY 34
6 DATA ANALYSIS AND INTERPRETATION 37
7 FINDINGS,SUGGESTION AND CONCLUSION 84
8 ANNEXURE 87
9 BIBLIOGRAPHY 90







LIST OF TABLES
TABLE NO TITLE PAGE NO.

1. Distribution of respondents based on age group 37
2. Distribution of respondents based on Monthly Income 39
3. Distribution of respondents based on the factors considered
in purchase of Hero Motor Cycle
41
4. Distribution of respondents based on gifts received from
Hero Motors
43
5. Distribution of the respondents based on the media
(Television) influenced to purchase Hero Two Wheelers
45
6. Distribution of the respondents based on the media
(Internet) influenced to purchase Hero Two Wheelers
47
7. Distribution of the respondents based on the media
(Newspaper) influenced to purchase Hero Two Wheelers
49
8. Distribution of the respondents based on the media
(Hoardings) influenced to purchase Hero Two Wheelers
51
9. Distribution of respondents based on advertisement of
Hero Motors in different media
53
10. Distribution of respondents based on different media of
advertising impressed
55
11. Distribution of respondents based on the factors of
advertisement in media (Television) impressed
57
12. Distribution of respondents based on the factors of 59
advertisement in media (Newspaper) impressed
13. Distribution of respondents based on the factors of
advertisement in media (Handouts) impressed
61
14. Distribution of respondents based on the factors of
advertisement in media (Internet) impressed
63
15. Distribution of respondents based on the factors of
advertisement in media (Hoardings) impressed
65
16. Distribution of respondents based on reaction after
watching advertisement of Hero Motors
67
17. Distribution of respondents based on opinion towards
advertisement of Hero Motors
69
18. Distribution of respondents based on celebrities to promote
Hero Motors
71
19 Distribution of respondents based on ratings about
advertisement of Hero Motors
73
20 Distribution of respondents based on influence of sales
promotion to purchase
75
21 Distribution of respondents based on the advertisement
they prefer
77
22 Distribution of respondents based on expectations from the
sales promotion of Hero Motors
79



LIST OF CHARTS
CHART NO TITLE PAGE NO.

1. Distribution of respondents based on age group 38
2. Distribution of respondents based on Monthly Income 40
3. Distribution of respondents based on the factors considered
in purchase of Hero Motor Cycle
42
4. Distribution of respondents based on gifts received from
Hero Motors
44
5. Distribution of the respondents based on the media
(Television) influenced to purchase Hero Two Wheelers
46
6. Distribution of the respondents based on the media
(Internet) influenced to purchase Hero Two Wheelers
48
7. Distribution of the respondents based on the media
(Newspaper) influenced to purchase Hero Two Wheelers
50
8. Distribution of the respondents based on the media
(Hoardings) influenced to purchase Hero Two Wheelers
52
9. Distribution of respondents based on advertisement of
Hero Motors in different media
54
10. Distribution of respondents based on different media of
advertising impressed
56
11. Distribution of respondents based on the factors of
advertisement in media (Television) impressed
58
12. Distribution of respondents based on the factors of 60
advertisement in media (Newspaper) impressed
13. Distribution of respondents based on the factors of
advertisement in media (Handouts) impressed
62
14. Distribution of respondents based on the factors of
advertisement in media (Internet) impressed
64
15. Distribution of respondents based on the factors of
advertisement in media (Hoardings) impressed
66
16. Distribution of respondents based on reaction after
watching advertisement of Hero Motors
68
17. Distribution of respondents based on opinion towards
advertisement of Hero Motors
70
18. Distribution of respondents based on celebrities to promote
Hero Motors
72
19 Distribution of respondents based on ratings about
advertisement of Hero Motors
74
20 Distribution of respondents based on influence of sales
promotion to purchase
76
21 Distribution of respondents based on the advertisement
they prefer
78
22 Distribution of respondents based on expectations from the
sales promotion of Hero Motors
80

CHAPTER I
INTRODUCTION
1.1INTRODUCTIONTOTHESTUDY
In todays intensely competitive environment, companies today are constantly looking
for ways to attract customers by having a better understanding of changing customer
preferences. The Indian twowheeler industry is experiencing a major shift in its shape and
structure. The established players in the industry are taking a hard look at their promotion of
products and are in the process of reshuffling them to meet the attraction of customers. The
beneficiaryisofcoursetheconsumer,whohaveincreasedarrayofbrandstochooseproducts.

The last fourfive years have brought about a great change in the consumer attitude for two
wheelers. The market leaders of yesteryears are being driven to maintain their leadership
position in the forthcoming years. Those who have had a great going in the last few years are
fighting hard to retain their new supremacy. The twowheeler industry is perhaps the most
happening place in terms of new models launched, upgraded products and innovative
marketing techniques. Today the Indian twowheeler market is highly competitive with
numerous players who offer anything and everything a consumer demands and that too at
affordableprice.Fromasellersmarketwhereonehadtowaitforascooterfor12yearstothe
dayswhenyoucanjustwalkintoanyshowroomanddriveoutinthevehicleofyourchoice,the
marketoftwowheelersinIndiahascomealongway.

ThestoryoftwowheelersinIndiaisagoodcasestudyofhowfortuneschangeovernight.Two
wheelersinIndiawerehardlypopularandHerowastheonlyplayer,whichhadcarvedaniche
formotorcycles.Earliermarketwassmallandlimitedwhilescootersruledtheroostbuttoday,
itisoneofthebiggestsuccessstories.

Riding high on the expectations of consumers, Hero has successfully crossed over the one
million units mark in sales. As a part of this initiative, it started a mobile workshop and
showroom, through which people will be able to gather knowledge about the companies'
vehicles and can also buy them. These mobile marketing efforts are focused on Splendor and
Joy.
1.2 NEED FOR THE STUDY
In todays scenario when customer attraction is the mantra for success, a study on
factorsinfluencingconsumerattitudetowardspromotionalstrategyisanecessity.
TheIndiantwowheeler(2W)industryhasshownastrongvolumegrowthoverthelast
twoyears,havinggrownby25%in200910and27%in201011toreach13.3millionunits.Of
thismotorcyclesaccountedforalmost80percent.Thetwowheelerbusinesshasacquiredthe
characteristicsofamaturedmarket,drivenbymomentumofnewproductlaunches,offerofa
large variety of models for customers and very competitive marketing and financing. Notably,
premium motor cycle consolidated their importance both in terms of brand image and
relatively good market share. Manufacturers such as Hero, Honda, Yamaha and Suzuki grew
faster than industry average, albeit from a small base, as they focused on premium products.
Scooter sales have also started to pick up again underscoring some resurgence of this sector
after almost a decade of decline. This parallels a global trend where scooters are becoming
more popular as chic, stylish and practical urban commuter vehicles. The dynamics here are
obviouslycloselylinkedtobuyerprioritiesandroadtrafficconditions.
BrandHerohasastrongpresenceinthemarketanditisdifficulttopromoteinallareas.
The recent recession across the globe had its own repercussions in the automobile
sectoralso,intermsofslowingdownofsalesetc.Oflatetheindustryisrecovering.Againstthis
backdroptheIndianautoindustryfaredbetter.
The present study deals with the factors influencing consumer attitude towards
promotionalstrategyofHeroTwoWheeler.
1.3 OBJECTIVE OF THE STUDY

To know about the promotion strategies of the Hero Moto Corp.
To know the customer attraction towards various promotional strategy in term of
rank.
To know the customer buying behaviour of various models of Hero motorcycle.
To know the customer attitude towards sales promotion and advertisement by
Hero Moto Corp.
To know their marketing strategies, product and the services they deliver.

1.4 SCOPEOFTHESTUDY:
Thisstudycoversthepromotionswhichinfluencethecustomerstooptforaparticular
brand Hero motor cycles. This survey will help the company to evaluate their marketing
strategies,productandtheservicestheydeliver.Thiswillactasatoolforthecompanytoknow
theirpromotioneffectivenessinthemarket.Itcoversthebuyingbehaviorofthecustomers.

1.5 LIMITATIONOFTHESTUDY:
Themainlimitationofthestudyisasfollows,
The results are based entirely on survey conducted in kulithalai location and
cannot be generalized as a whole for other geographical regions.
This study is based upon primary data so any wrong information given by the
respondent may mislead the findings.
Therespondentsmaybebiasedaboutfurnishingtheinformation.
Involves a great deal of money and time.
Data collected under this technique is subjective in nature therefore they may not
lend easily to quantitative checks.

CHAPTER II
INDUSTRY PROFILE
2.1 ABOUT THE INDUSTRY

India is the second largest producer and manufacturer of two-wheelers in the world. Indian
two-wheeler industry has got spectacular growth in the last few years. Indian two-wheeler industry
had a small beginning in the early 50's. The Automobile Products of India (API) started
manufacturing scooters in the country.

Bikes are a major segment of Indian two wheeler industry, the other two being scooters and
mopeds. Indian companies are among the largest two-wheeler manufacturers in the world. The
two-wheeler market was opened to foreign companies in the mid 1980s. The openness of Indian
market to foreign companies leads to the arrival of new models of two-wheelers into India. Easy
availability of loans from the banks, relatively low rate of interest and the discount of prices
offered by the dealers and manufacturers lead to the increasing demand for two-wheeler vehicles
in India. This leads to the strong growth of Indian automobile industry.

Key players in the Two-wheeler Industry
After facing its worst recession during the early 1990s, the two-wheeler industry bounced
back with a 25% increase in volume sales in February 1995. The scooters are considered as family
vehicles. There are many two-wheeler manufacturers in India. Major players in the 2-wheeler
industry are Hero Motors corp. (HHML), Bajaj Auto Ltd (Bajaj Auto) and TVS Motor Company
Ltd (TVS).

The other key players in the two-wheeler industry are Kinetic Motor Company Ltd (KMCL),
Kinetic Engineering Ltd (KEL), LML Ltd (LML), Yamaha Motors India Ltd (Yamaha), Majestic
Auto Ltd (Majestic Auto), Royal Enfield Ltd (REL) and Honda Motorcycle & Scooter India (P)
Ltd (HMSI).


2.2 ABOUT THE COMPANY
Hero Moto Corp (Hero Honda)
Logo

Parent Company Hero Group
Category Motorcycles, Scooters
Sector Two-Wheelers
Tagline/ Slogan Hum mei hai Hero; Desh ki Dhadkan (HeroHonda)
USP Wide product variety, excellent & high customer loyalty
STP
Segment Young boys looking for fast sporty bikes for Indian roads
Target Group Young boys in the age 18-30 middle class
Positioning Every person has a hero and a winner within ones self
Product Portfolio
Brands
1. CBZ 2. Karizma
3. Passion 4. Pleasure
5. Splendor 6. Impulse
7.glamour 8.cd dawn
9.hunk


SWOT Analysis
Strength
1. Huge brand equity and one of the biggest players in the two
wheelers Indian market
2. Excellent R&D, and wide variety of products in every segment.
3. Excellent distribution, over 3000 dealerships and service centers
4. Good and excellent rebranding from Hero Honda to Hero Moto Corp
Weakness
1. Absence in the premium bike segment
2.High imports for its spare parts i.e. over 30% imports
3. Most of the products have similar features and low on design and
innovation
Opportunity
1.Two-wheeler segment is one of the most growing industries
2.Export of bikes is limited i.e. untapped international markets.

Threats
1. Strong competition from Indian as well as international brands
2. Dependence on government policies and rising fuel prices
3. Better public transport will affect two-wheeler
Competition
Competitors
1. Yamaha
2. Bajaj Auto
3.TVS
4.Suzuki
5. Harley Davidson
6. Royal Enfield
7. Ducati



HERO MOTO CORP
Hero Moto Corp formerly Hero Honda is a motorcycle and scooter manufacturer based in
India. Hero Honda started in 1984 as a joint venture between Hero Cycles of India and Honda of
J apan. The company is the largest two wheeler manufacturer in India. The 2006 Forbes 200 Most
Respected companies list has Hero Honda Motors ranked at 108.
Hero is the brand name used by the Munjal brothers for their flagship company Hero Cycles
Ltd. A joint venture between the Hero Group and Honda Motor Company was established in
1984 as the Hero Honda Motors Limited at Dharuhera India. Munjal family and Honda group
both own 26% stake in the Company. In 2010, it was reported that Honda planned to sell its
stake in the venture to the Munjal family.
During the 1980s, the company introduced motorcycles that were popular in India for their fuel
economy and low cost. A popular advertising campaign based on the slogan 'Fill it - Shut it -
Forget it' that emphasised the motorcycle's fuel efficiency helped the company grow at a
double-digit pace since inception. The technology in the bikes of Hero Honda for almost 26
years (19842010) has come from the J apanese counterpart Honda.
Hero Honda has three manufacturing facilities based at Dharuhera, Gurgaon in Haryana and at
Haridwar in Uttarakhand. These plants together are capable of churning out 3 million bikes per
year. Hero Honda has a large sales and service network with over 3,000 dealerships and service
points across India. Hero Honda has a customer loyalty program since 2000, called the Hero
Honda Passport Program.
TerminationofHondajointventure
In December 2010, the Board of Directors of the Hero Honda Group has decided to
terminate the joint venture between Hero Group of India and Honda of Japan in a phased
manner.TheHeroGroupwouldbuyoutthe26%stakeoftheHondainJVHeroHonda.Under
thejointventureHeroGroupcouldnotexport tointernationalmarkets(exceptSriLanka)and
the termination would mean that Hero Group can now export. Since the beginning, the Hero
Group relied on their Japanese partner Honda for the technology in their bikes. So there are
concerns that the Hero Group might not be able to sustain the performance of the Joint
Venturealone.

HeroMotoCorp
The new brand identity and logo, Hero Moto Corp, was developed by the London firm
WolffOlins.Thelogowasrevealedon9August2011inLondon,thedaybeforethethirdtest
matchbetweenEnglandandIndia.
Hero Moto Corp can now export to Latin America, Africa and West Asia. Hero is free to use
any vendors for its components instead of just Honda-approved vendors.
Companysperformance
Duringthefiscalyear201011,thecompanysold3.7millionbikes,agrowthof12%overlast
year. In the same year, the company had a market share of 57% in the Indian market.Hero
sellsmoretwowheelersthanthesecond,thirdandfourthplacedtwowheelercompaniesput
together.Hero'sbikeSplendorsellsmorethanonemillionunitsperyear.
Total unit sales of 54,02,444 two wheelers, growth of 17.44 percent Total net operating
income of Rs. 19401.15 Crores, growth of 22.32 per cent.
Net profit after tax at Rs. 1927.90 Crores.
Total dividend of 5250% or Rs. 105 per share including Interin Dividend of Rs. 70 per
share on face value of each share of Rs. 2 each.
EBIDTA margin for the year 13.49 per cent
EPS of Rs. 96.54-

2.3HISTORY
HeroMotoCorpwasstartedin1984asHeroHondaMotorsLtd.
1956FormationofHeroCyclesinLudhiana(majesticautolimited)
5HeroCyclesbecomeslargestbicyclemanufacturerinIndia. 197
3JointCollaborationAgreementwith 198 HondaMotorCo.Ltd.ShareholdersAgreement
signed.
4HeroHondaMotorsLtd.Incorporated. 198
5HeroHondamotorcycleCD100launched. 198
9HeroHondamotorcycleSleeklaunched. 198
1HeroHondamotorcycleCD100SSlaunched. 199
4 199 HeroHondamotorcycleSplendorlaunched.
7HeroHondamotorcycleStreetlaunched. 199
9 199 HeroHondamotorcycleCBZlaunched.
1 200 HeroHondamotorcyclePassionandHeroHondaJoylaunched.
2HeroHondamotorcycleDawnandHeroHondamotorcycleAmbitionlaunched. 200
3 Hero Honda , motorcycleCD Dawn, Hero Honda motorcycleSplendor, Hero Honda 200
motorcyclePassionPlusandHeroHondamotorcycleKarizmalaunched.
4HeroHondamotorcycleAmbition135andHeroHondamotorcycleCBZ*launched. 200
ro Honda motorcycle Super Splendor, Hero Honda motorcycle CD Deluxe, Hero 2005 He
Honda motorcycle Glamour, Hero Honda motorcycle Achiever and Hero Honda Scooter
Pleasure.
7NewModelsofHeroHondamotorcycleSplendorNXG,NewModelsofHeroHonda 200
motorcycle CD Deluxe, New Models of Hero Honda motorcycle Passion Plus andHero
HondamotorcycleHunklaunched.
8NewModelsofHeroHondamotorcyclesPleasure, 200 CBZXtreme,Glamour,GlamourFi
andHeroHondamotorcyclePassionProlaunched.
leKarizma:KarizmaZMRandlimitededition 2009NewModelsofHeroHondamotorcyc
ofHeroHondamotorcycleHunklaunched
Pro andNewHero Honda 2010 New Models of Hero Honda motorcycle Splendor
motorcycleHunkandNewHeroHondaMotorcycleSuperSplendorlaunched.
Glamour, Glamour FI, CBZ Xtreme and 2011 New Models of Hero Honda motorcycles
Karizmalaunched.
2011NewlicensingarrangementsignedbetweenHeroandHonda.
ust 2011 Hero and Honda part company, thus forming Hero Moto Corp Aug
andHondamovingoutoftheHeroHondajointventure.
ember2011HerolauncheditsfirsteverOffRoadBikeNamedHero Nov "Impulse".
il2012HeroMotoCorpcontinueditsstrongsalesmomentumbyselling5,51,557units Apr
highesteverforanymonth.

2.4CHAIRMANSPROFILE
Dr.BrijmohanLallMunjal
"Don'tdreamifyoucan'tfulfillyourdreams''BrijmohanLallMunjal
fondofsaying.Thefounderandpatriarchofthe$3.2
lassicfirstgenerationentrepreneur.He
Instinctivefromayoun age,BrijmohanLallmadearatherunusualstartinlife.Aroundthetime
whenthefreedommovementinIndiawastakingshapeinthelate1920s,hewalkedintoa
newlyopenedGurukul(Indianheritageschool)nearhishomeinKamalia(nowinPakistan).He
whenheandhisbrothersrelocatedtoLudhiana.Thefamilysetup
companythatprovidedpoorpeoplewithbasictransport(cycles).Threedecadeslater,as
etworks.Companiesjustproduced,andmostdealersfunctionedliketraders.Brijmohan
businessbytrustinghisgutinstincts;introducingbusinessnormsthat
iesof
uch

isoften
billionHeroGroupisyourc
isamanwhostartedsmall,dreamtbigandusedacombinationof
gritandperseverancetocreateoneofthecountry'slargest
corporategroupsandtheWorld'sNo.1TwoWheelerCompany.

g
wasonlysixyearsoldthen.

Thusbegananextraordinarytaleofcourageandperseverance.Brijmohanbeganhisbusiness
storyafterpartitionin1947,
a
Indiaevolved,headdedasecondcrucialchapterwhichvisualizedaffordableand
technologicallysuperiortransporttomillionsofmiddleclassIndians.Therestishistory.

BuildingRelationships
WhenBrijmohanandhisbrothersstartedout,therewasnoconceptoforganizeddealer
n
changedtherulesofthe
wereaheadoftheirtime,andbyinvestinginstrategicrelationships.Brijmohanbuiltaser
bondsandnetworkswithhundredsoffamilymembers,vendors,dealersandemployees.M
liketheJapanesekeiretsusystem,thesenetworksarenowthegluethatholdstheHeroGroup
together.

ThankstotherelationshipsthatwehavenurturedsopassionatelyintheHeroFamily,the
youngergenerationsofsomeofourbicycledealershavebecomedealersofHeroMotoCorp.
Theserelationshipshavesurvivedthroughgenerationsthroughbadtimesandgoodtimes''
thepatriarchnowreminiscences.

Besidesbondingwithhisvendorsanddealers,Brijmohanhasbeenpersonallyresponsiblefor
kindlingaspiritofentrepreneurshipamongsthisemployees,andtoday,40ofhisformer
employeesaresuccessfulentrepreneurs.
StayingAhead
Thoughnottechnicallyqualifiedintheconventionalsense,fewofhiscontemporaries
haveunderstoodthedynamicsoftechnologybetterthanBrijmohanLallhas.Hecouldalways
visualizetheapplicabilityoftechnologybeforeotherscould.Forexample,inthe1980s,when
alltwowheelercompaniesinIndiaoptedfortwostrokeenginetechnology,Brijmohan
preferredafourstrokeengineatechnologythatdramaticallyincreasedfuelefficiencyand
reducedmaintenancecosts.ThistechnologywasoneofthebiggestreasonsforHeroMoto
Corp'sstupendoussuccess.
ACorporateCitizen
xchangeowesitsexistencetoBrijmohan'svisionasdoesthe
He'salsosetupthenonprofitDayanandMedicalCollegeandHospitalan
institutenowratedasoneofthebestmedicalcollegesinIndia
ationwhichBrijmohansetup
inmemoryofhiseldestson,todayrunsahighersecondaryschoolandaverymodernandwell
equipped100bedhospitalatDharuhera.Thegrouphasalsoadoptednumerousvillagesand
provideseducation,vocationaltraining,drinkingwater,roads,streetlightsandsewerage.
TheLudhianaStockE
LudhianaFlyingClub.
InandaroundDharuhera,nearthefirstHeroMotoCorpplant,Brijmohanandhisfamilyhave
lefttheirstampofphilanthropy.TheRamanKantMunjalFound
Dr.BrijmohanLallMunjal
Chairman
2.5MessagefromManagement
"What the caterpillar calls the end, the rest of the world calls a butterfly."~Lao Tzu~
Constant improvement has been the key fuel that has powered the engines of this company
since inception. Happily, we are now building on that momentum to go further in our journey
ofmarketleadershipandcorporateexcellence.Afterforgingtogetheroneoftheworld'smost
prolific and successful joint ventures for over two and a half decades, and becoming
"DeshkiDhadkan" we at Hero are now poised to prove ourselves on the global arena.
WearepleasedtoannouncethatHeroHondaMotorsLtd.isnowHeroMotoCorpLtd.Thenew
name is reflective of our belief in us and our focus on mobility and technology.

In this endeavor, our domain knowledge of the market, our customercentric approach, our
world class manufacturing facilities & processes, our committed and skilled personnel, our
seamless&integratedsupplychainandourstrongrelationshipswithallstakeholderswillhold
us in good stead.
On the technology front, our existing R & D facility is being rapidly upgraded with support,
where required, from global experts and technology providers. As we embark on this novel
journeywithanewidentity,weshallcontinuetosetnewbenchmarksfortheindustry.Weshall
developnewandcuttingedgeproductsatafasterpaceandaggressivelyexpandourfootprint
outsideIndia.
ancountonyourblessingsandcontinuedendorsementoftheCompanyandits
products.
Best,
PawanMunjal
ijmohanLall

Yes,anewdayhasdawnedandanewHeroisrising.
Weknowwec
Dr.Br
CHAPTERIII
REVIEW OF LITERATURE
3.1Promotion
salesdependnotonlyonitsphysicalqualitiesbutalsoonadvertisingand
promotion. Hence promotion must grow out of firms total merchandizing process. If outlets
ingaretwotypesofpromotion:
tion in mass media (e.g. TV, radio, newspapers,
internet, mobile phones and historically illustrated songs) in which the advertiser pays
2.
at promotion is taking place. E.g.
The sp ix or promotional plan. These
elements are personal selling, advertising, sales promotion, direct marketing, and publicity. A

Merchandizing
promotional efforts are not in harmony with decisions on pricing and other elements a
confusing and distorted image of outlet will result. A proper communication can only be
developedinthecontextofthefirmsobjectivesandofitsmarketingstrategies.Theadvertising
should seek to tap the buying motivation of the specific market groups to which promotion is
directed.
Thefollow
1. Above the line promotion: Promo
anadvertisingagencytoplacetheadvertisement
Below the line promotion: All other promotion. Much of this is intended to be subtitle
enough for the consumer to be unaware th
sponsorship, product placement, testimonials, sales promotion, merchandising, direct
mail,personalselling,publicrelationsandtradeshows
ecification of five elements creates a promotional m
promotionalmixspecifieshowmuchattentiontopaytoeachofthefivesubcategoriesandhow
muchmoneytobudgetforeach.

Thepromotionobjectivesare
) Additional Buyers Imaginative in store point of sale promotions may expand sales by
attractingnewbuyersfortheproduct.
2)ReminderPromotionsSucheffortareutilizedingettingcustomerstostock
nalincreasesinsales,anticipatedproduct
ers to switch
brandsorstoresusuallythesearethepricewars.
4) Image Development This helps in identification of the store towards a particular market
nicheandconsistentlypromotingit.
5)MarketPositioningTorepositionthestoreinthemindsofcustomerssoastobroadenthe
consumerbase.
foraugmentingsalesofourcompanysproductsisallsoeasyifweapply
e absence of an appropriate marketing strategy the
saleofonlineproductscannotgrow.Publishingnewslettersandmagazinearticlescanbeapart
fpotentialcustomerlikeDemographics(age,income.location).
n like Newspapers, Magazines, Television, Radio,
Outdooradvertisement,DirectAdvertisement,andcatalogs.
InfluenceofCommunicationwhichdependsuponGroupandCulture.
1
Largeamountofproductspriortoseaso
Shortagesandanticipatedpriceincreases.
3) Consumer Conversion These are the campaigns launched to get the consum
3.1.2ImportanceofPromotionStrategy!
Promotingawebsite
the right online marketing strategy. In th
ofourmarketingcampaign.
3.1.3Factorsthataffectthepromotionare
TheCharacteristico
The media used for the promotio
3.1.4Fa
Audienceinvolvementwiththe program
Theabilitytoprovideaspecializedaudiencewithgroupidentification
Theabilitytooffertheadvertiseramonopolyovercommunicationonthesubject
Thequalityoftheadvertisingreproduction
Thetimeofmessagedelivery
Theavailablebudgetandthecostofvariousmedia
Competitivepromotionalcampaign

onalStrategyAcontinuousPr

ctorsthathavemajorimpactonthemediaselectionare

DeterminingPromotionalobjectives
ocess
Establishingoverallpromotionalbudget
Selectingthepromotionalmix
Implementingthepromotionalmix
Reviewing&revisingthepromotionalplan
Promoti
3.2PromotionMix
A business' total marketing communications program is called the "promotional mix"
and consists of a blend of advertising, personal selling, sales promotion and public relations
note,wedescribethefourkeyelementsofthepromotional mixinmore
nalselling
ting
ols
ne the four main elements of the promotional mix before considering their
strengthsandlimitations.
(1)Advertising
personalcommunicationofideasorproductsinthe"primemedia":
i.e. television, newspapers, magazines, billboard posters, radio, cinema etc. Advertising is
and to inform. The two basic aspects of advertising are the message
onal selling may focus initially on developing a relationship with the potential
buyer,butwillalwaysultimatelyendwithanattemptto"closethesale".

tools.Inthisrevision
detail.
Advertising
Perso
Directmarke
Salespromotion
Publicrelationsto
It is helpful to defi
Anypaidformofnon
intended to persuade
(what you want your communication to say) and the medium (how you get your message
across).
(2)PersonalSelling
The pers
(3)SalesPromotion
Sales promotion means selling the existing product through many technique i.e., personal
elling, advertisement, publicity reducing the price and demonstration of the product in the
formalway.
The sales promotion is technique to sell existing product through various media, reducing the
implemented as well as executed the same to improve its sale of Hero two
ment regarding its product through various media such as distributions of written
materials, charts, posters, wall pasting and even other tools like TV, handouts and banners. A
of company to promote advertisement is undertaken the main motto is to
subdealers.Thesubdealersadaptthetechniquesofsalespromotioninordertomake
better sales. Specially, these sub dealers deal in urban areas and advise the customers about
ofbikes.

s
pricebyimprovingquality,demonstrationoftheproductconductingseminarsetc.Ithasbeen
observed that dealers for Hero two wheeler vehicles had formulated suitable promotion
measures and
wheelervehicles.
The following are the sales promotion functions to distribute the product to customers by
dealers.
Advertisement
Dealer Iyyapan Motors, kulithalai, for Hero two wheeler vehicles has under taken
advertise
huge investment
attract the customers in large to buy their product rather than switching to other brand, it is
dear from survey that the dealers are able to sell its products on a larger scale in the study
region.
SubDealers
It is observed that dealers has initiated as measure to promote the sale of its product
through
thequalification
ExchangeMela
Itisoneofbeautifulwayofpromotingsalesinbulkinagivenperiodoftime.Thismethod
has been adapted frequently and elaborately by the dealers to make a large sale of vehicles
with exchange of any old vehicles. This technique is concentrated in more by dealers to
romoteitssales.
ServiceandTechnicalAdvice:
Not only there is concentration on selling but also there is much importance given by the
(4)Publicity
of a product, brand or business by placing information about
the media without paying for the time or media space directly, Otherwise known as "Public
3.3ConsumerAttitudes
An attitude is a positive or negative evaluation of a social object or action. Many theories
inwhatcircumstances,attitudesareimportantdeterminantsofbehavior.An
attitudetowardsomethingshouldthusnotbetakentoimplythatattitudeconsistentbehavior

Attitudeindicatesknowledge,feelingsandintendedactionforthegivenstimulus.
p
Display
The way how dealers display the vehicles is important concern of promoting sales.
There is large unit of different vehicles displayed in its show room where in, it attracts lot of
customerstopurchaseitsproducts.
dealersonserviceandtechnicaladvisesbytheconcernedauthority.
The communication
Relations"orPR.
of attitudes (e.g. the wellknown theory of planned behavior, 1985) have attitude as a factor
involved in determining behavioral choices however there is considerable continuing debate
aboutwhen,and
willautomaticallyfollow.
FormationofConsumerAttitude
Individualsacquireattitudesfromseveralsourcesbutthepointtobe ssedisthatthe
attitudesareacquiredbutnotinherited.Themostimportantsourcesofacquiringareattitudes
are direct experience with the object, association, family, neighborhood, economy and social
position,andmeanscommunicatio
stre
n.
iativelearningpositiveaffectisattachedtoobject
Mere exposurefrequent exposure to stimulus increases liking for it. Derived from
els identify how consumers in highinvolvement situations (i.e.
standard hierarchy of effects) combine their beliefs about product attributes to form
jectModel
StrengthoftheBelief
FormingAttitudesDirectly
Classicalconditioning/assoc
Butterflyeffect.
Moodsmoodatthetimeofexposuretoobjectinfluencesfeelingsaboutobject.
Predicting Consumer Attitudes
MultiAttribute mod
attitudesaboutvariousbrandalternatives,corporations,orotherobjects.
AttitudetowardTheOb
Identifiesthreemajorfactorsthatarepredictiveofattitudes:
SalientBeliefs
Evaluation

AttitudesandBehaviorAttitude
f objects or persons in the world Ex: political, racial, sports,
consumer. An especially important type of attitudes is those about social groups Components
ffective
Emotional reaction to object Behavioral: actions taken towards or because of object
Cognitive:beliefsaboutobject.
ABC of attitudes sometimes conflict with other powerful determinants of Behavior
, norms that limit the expression of that attitude.
ting behavior from attitudes are sometimes based on vague, secondhand
information Mismatched attitudes and actual attitude targets Death penalty Predicting use of
atched attitudes and actual attitude targets Automatic
Behavio
to
satisfaction are related, as the first is a
However, despite the fact that satisfaction and acceptance can be
thought of as lying on a continuum, acceptance does not automatically lead to satisfaction
Subjective evaluation o
ofattitudes.
A

Attitudes predicts behavior when there is accessibility Ex, activating environmental attitude &
voting for Kyoto protocol Motivational relevance Olympics vote & sports fans Constraints
circumstances
Predic
birth control pills Predicting Behavior From Attitudes are sometimes based on vague,
secondhand information Mism
rthatBypassesConsciousAttitudesPrimeastimuluspresentedtomentallyactivatea
concepttemporarily,andhencemakeitaccessible.
ConsumerConcerns
Theseareexpressedanxietiesoruneaseoveranobjectbroadlydefined.
ConsumerAcceptance
Acceptancedescribesconsumerwillingness receiveand/ortotolerate.Forexample,
A customer might accept the occurrence of a certain number of yearly supply interruptions
given a certain price. Consumer acceptance and
precursor of the latter.
weighing needs or preferences against provided product or service attributes results in the
balance of satisfaction pointing in a negative or positive direction, depending on whether
interests are conflicting or corresponding. This determines the way in which people evaluate
compa

their
Consumerawarenessisthelevelofknowledgeabout.Inmostresearchtheadequacyor
otherwiseofthisawarenessisanchoredagainsttheserviceproviderorregulatorsperspective
onthesupply.Whereconsumerawarenessdoesnotequatewiththisindustryperspectivethis
is often termed a consumer misperception. However, it should be noted that there is a
distinctionbetweenholdingfactuallyincorrectknowledgeaboutthesupplysystem.
between expectations and preferences is often blurred though the
conceptsaredistinct.Expectationisusedinthreeslightlydifferingsensesintheliterature.One
istheactofexpectingorlookingforwardabeliefaboutwhatwillhappeninthefuture.These
first two definitions can be distinguished from preference in that preferences refer to some
desiredstateand,asintheabovedefinition,implythatmorethanonestateispossibleandthat
there are some options. Unfortunately expectation is also used more loosely to mean a
requirement or demand for something and in this sense is a kind of strong preference. When
importanttoascertainwhichdefinitionisbeingused.

nies or utilities performance. Only when a consumers needs for a stated good or
service are met, i.e. when the service provided corresponds with their preferences, will they
feel satisfied. Customer satisfaction can be enhanced when their needs are met (in terms of
both quality and quantity) and accord with preferences. At the other end of this
dimension, where the service provided conflicts with the prevailing needs or preferences,
customersmayexperiencefeelingsofdissatisfaction.
ConsumerAwareness
ConsumerExpectations
The distinction
readingtheliteratureitis
ConsumerPreferences
Thisisusedprimarilytomeananoptionthathasthegreatestanticipatedvalueamonga
number of options. Preference and acceptance can in certain circumstances mean the same
thingbutitisusefultokeepthedistinctioninmindwithpreferencetendingtoindicatechoices
amongneutralormorevaluedoptionswithacceptanceindicatingawillingnesstotoleratethe
tatusquoorsomelessdesirableoption.
enefitsReceivedbyCustomers:
estudyistoidentifythebenefitsreceivedbythecustomers.
Ye
nd, the rural side, people / customers are much
ayfromthedealersthedealerssendtheirexecutivestothis
rural side and spent some time in satisfying the needs, by giving better information of each
ns of the

s
B
Thethirdobjectiveofth
s in the study region, through the customers opinion, the customers arewitnessed to
receive the benefit by the dealers. These benefits are in the form of reduction in price and
increase in its productivity suitable riding condition, better maintenance and fuel efficiency,
better offers of coupons / gifts and more over better advises by the service departments in
maintaining the vehicle conditions. Arou
benefitedbecausetheyarefaraw
product and its finance scheme and this enables to improve the economic conditio
ruralpeoples.
Moreoverthedealersthemselveshavesubdealersoftheirvehiclesinsomesmalltownin
which the rural people can go to these dealers and purchase the vehicles and receive service
there its self. The customers are much impressed about the advertisement activities of the
dealers like issue of colorful pamphlets / leaflets which prescribe more details about each
vehicle.

3.4PromotionIndustry
The Indian promotion industry is talking business today. It has evolved from being a
smallscale business to a fullfledged industry. It has emerged as one of the major industries
and tertiary sectors and has broadened its horizons be it the creative aspect, the capital
employed or the number of personnel involved. Indian advertising industry in very little time
ascarvedanicheforitselfandplaceditselfontheglobalmap.
dianadvertisingindustrywithanestimatedvalueofes13,200crorehasmadejawsdropand
eyeballs gazing with some astonishing pieces of work that it has given in the recent past.
The creative minds that the Indian advertising industry incorporates have come up with some
and work that can be termed as masterpieces in the field of
adverti
SurfsLalitaji,ortheoldMaggi
Noodlesjingle,doesthenameKarenLunelringabellforyou,ifitdoesnt,theoriginalwaterfall
h
In
set
mindboggling concepts
sing. It is well recognized all over the world for its creative output and high quality
advertisements. The performance of Indian agencies and advertisement & marketing
campaignshasbeenwellnotedandawardedatvariousglobalstagessuchasCannesLions.The
industry is continually evolving to give better returns to clients and memorable ads for the
targetaudience.Whodoesntrememberadvertisementssuchas
girlintheLirilsoapcertainlywill!SuchisthepowerofIndianadvertisementthattheseadshave
become true legends and will remain etched in the minds of viewers and readers for a long,
long time. The Indian advertising industry has also given such worthies as Alyque Padamsee
(the man behind Lalitaji and Liril campaigns) and Piyush Pandey (the man behind the original
MileSurMeraTumharaandCadburysDairyMilkchocolateads).
What the Indian ad industry has managed to achieve become more significant if you realize
the challenges before it. The industry caters to a really huge populace, though the real challenge
lies in addressing the stunning diversity. The ads have to cater to the different tastes and
Perhaps it is because of this reason that India oriented campaigns of even giant MNCS are
handled separately by India based agencies, and have largely localized content.
preferences of hundreds of languages, dozens of religions, diversity of regions, age groups and
castes, and churn out advertisements that appeal to all of them, without offending any of them!

The Indian market is also unique in the sense that TV advertising is actually increasing and set to
overtake print advertisements over the coming years. Leading ad planners believe that the Indian
actually exceeded ad spending on print advertising. Now, online ad spending constitutes almost
of overall ad spending in these markets. In India, online advertisements are still to take off.
This trend will continue for at least the medium term, unless something on the lines on the
l GDP of USA is 2.3%. This indicates a
audience still loves watching TV and is very receptive to TV ads. In addition, the TV ads are
very audio visual in nature, and can easily overcome any barriers of illiteracy, which is a major
impediment for print advertising and marketing in India.
Another notable trend on a global level that still evades the Indian advertising industry is the
mass migration of ad spending to online and digital media. In highly developed ad markets such
as US and UK, the ad spending on digital and online media has increased exponentially, and has
15%
mobile phone revolution happens and more Indian get access to reliable internet access.
Indian Promotion Industry Facts and Figures
The turnover of Indian ad industry is less than 1% of the national GDP of India. In
contrast, the share of US ad industry in nationa
tremendousgrowthpotentialfortheIndianadvertisementandmarketingindustry.
The Indian ad industry is still evolving, as far as the scale of operations and scope are
concerned. The global ad industry turnover is close to USD 450 billion annually, while
Indiacontributeslessthan1.5%ofthatfigure.However,Indianadindustryisoneofthe
fastestgrowingallovertheworld,perhapsnextonlytoChinaandRussia.
The global ad industry is expected to clock a growth of about 2% in 2010, which is a
majorrecoveryover2009.TheIndianadindustry,incontrast,willgrowbyanestimated
10%toreachafigureofaboutRs23,700crores.Themajorgrowthfactorsfor2010will
eventssuchasIPLandfootballWorldCup. betheincreaseinadspendsfocusedon
In2009,theIndianadindustryhadsufferedamajorsetback,andhadshrunk,primarily
due to a drastic decrease in print advertising spendingwhich suffered a massive cut of
Rs2,000crores.
The leading advertisement mediums are newspapers and television, with an almost
equalsharetotaling75%ofthetotalpie.Magazineadvertisingconstitutesaverysmall
3%, while online and digital advertising spend is substantially less than 1% of the total
adindustryturnover.Nevertheless,thespendingondigitalandonlineadvertisementsis

siCo
ainingpowerovertheiradagencies.

ally for financial services) and FM radio (for local

increasingatafastrateof25%.
In addition to print and television, the other popular advertisement and marketing
mediaareradio,cableTV,directmailandoutdooradvertisementsandpublicity.
The biggest ad spenders are FMCG companies such as Unilever, P&G, ITCand Pep
and automotive companies such as Maruti and Hero Honda. These companies have
huge ad budgets running into hundreds of crores of rupees, and therefore, wield
tremendousbarg
ThebiggestadagenciesinIndiaarethesubsidiariesandarmsoftheirforeignprincipals,
suchasOgilvy,JWTandLowe.Veryfewindigenousadagencieshavemanagedtomake
amark,andmostofthemhavebeenacquiredormergedbyforeignadagencies.
The emerging advertisement and marketing media in India are mobile advertisements,
internet, direct calling (especi
businesses).
CHAPTER IV
.1COMPANYPROFILE
IyyapanMotorsPvt.Ltd
IYYAPAN MOTORS is private limited company started in 16
th
march 2009. The company
was started with total investment of Rs. 25 lakhs and was appointed as the Dealer by Hero
onda Motors Limited, New Delhi, for sale of motorcycles, spare parts and servicing of the
otorcyclesmanufacturedbythem.
With a humble beginning of Average per month in 2009, the company has
grown to a sales volume of 55 mo icing of motorcycle has reached to
vice center per month. The company has achieved an overall sale of
Rs.2.5 Crores and also the company le of Rs.10 lakhs spare parts in the
year 2011.
ThisisprovedbyIYYAPANMOTORSsalesovertheyears.
445vehicles
4

H
m
40 motorcycles sales
torcycles and the serv
Average 250+in the ser
has achieved an overall sa
200910
201012 635vehicles

MANAGEMENTPEOPLEOFTHEIYYAPANMOTORS
ManagingDirector Mr.H.K.SHIVARAMU
Manager Mr.S.Gunasekar
AssistantManager Mr.A.Balamurugan

4.2ORGANISATIONCHART

Chair Person(Partners)

GeneralManager

ServicingDepartment Accounts Department SparPartDepartment SalesDepartment

SalesExecutives WorkManager
Worksupervisor
HeadMechanics
Mechanics
4.3ORGNISATIONDEPARTMENTS
SalesDepartment,
Service&repairDepartment,
DeliveryDepartment,
RTOworkD partment,
SparepartDepartment,
Account&BillingDepartment.

NT

In this department all the matters regarding service & repair are taken care. This
department is well structured work supervisor address the problem & gives the customer
deliverytimethenhepassesth dmechanic.Thenheadmechanicsdistributes
heworkwiththemechanicsteams.Andproblemsalvingprocessiscarriedout.
.3.2SalesDepartment
this Heresales
meetthecustom briefthemwitht thedetailsrequir rmationand
salesexecutivegivesquotations,briefdescriptionabouttherequiredbikemodel
e
4.3.1SERVICE&REPAIRDEPARTME
WorkManager
WorkSupervisor
HeadMechanics

eworksliptohea
t
4
In departmentallthemattersregardingsales&purchasesarehandled.
executive er& heall edinfo
M/C M/C M/C M/C
4.3.3DeliverySection
In this section delivery of new bikes are given to the customers. Here order is received by
deliverysectioninchargewerehecrosschecksthedocumentproducedbythecustomerthen
hegivesthekeysofthebiketothecustomer.
Herecustomercanhavetestrideofbikes&canselectthebike.
4.3.4RTOworkdepartment
n, temporary
insurance,temporarypassingofnewbikesarehandled.Allthenecessarypaperworkrequired
fortemporarypassingishandledinthisdepartment.
4.3.5Sparepartdepartment
chanicsarestored.Andissueonrequirement
ofthemechanicswhennecessary.
InthisdepartmentlargestockofHerosparepartarestoredtoavoidcustomerinconvenience.
4.3.6Account&Billingdepartment
efinancialyeartothemanagement.
anMotors
Through Marketing: Where a dealer has to complete with competitors with promotion
&ItspricesinIyyapanMotors
In this department all the matters regarding issuing of temporary registratio
Inthisdepartmentsparepartrequiredbyme
In this department the matters regarding all accounts are registered i.e. all daytoday
transactions&finalreportisproducedattheendofth
4.4DealingProcedureofIyyap
ShowRoomSales:Wherecustomersapproachdirectlywithsalesmanager.
activitieslikeadvertisement,demonstration,display,roadshowsandtestdrives.
4.5HeroTwoWheelerProducts
Pleasure - Scooter with 102 cc air-cooled four-stroke engine Price: Rs 42,850 and on-
road prices of around Rs.50, 223.
Karizma- Motorbike with 220 cc four-stroke air-cooled engine Price: Rs 73,700 and on-
road prices of around Rs.89, 590.
Impuse- Motorcycle with 149 cc four-stroke air cooled engine. Price: Rs 66,850 and on-
CBZ Xtreme- Motorcycle with 145 cc four-stroke air cooled engine. Price: Rs 66,350
d Rs.59, 608.
.
.



road prices of around Rs.78, 608.
and on-road prices of around Rs.76, 608.
Hunk- Motorcycle with 150 cc four-stroke air cooled engine. Price: Rs 64,350 and on-
road prices of around Rs.74, 608.
Super Splendor - Motorcycle with 125 cc four-stroke air cooled engine. Price: Rs
50,350 and on-road prices of aroun
Splendor + - Motorbike with 97 cc four stroke air cooled engine Price: Rs 44,050 and
on-road prices of around Rs.51,097
Glamour - Motorbike with 125 cc (9 BHP) "quantum core" engine Price: Rs.71,220 and
on-road prices of around Rs.61,932.
Passion Pro - Motorbike with 97 cc four stroke air-cooled engine Price: Rs.51,550 and
on-road prices of around Rs.59,810
CD Deluxe - Motorbike with 97 cc four-stroke air cooled engine Price: Rs 41,983 and
on-road prices of around Rs.49,310.
CD Dawn - Motorcycle with 97 cc four-stroke air-cooled engine Price: Rs 35,928 and
on-road prices of around Rs.42,660.

CHAPTER V
METHODOLOGY
In todays intensely competitive environment, companies today are constantly looking for
waystoattractcustomersbyhavingabetterunderstandingofchangingcustomerpreferences.
Theeverchangingmarketcharacteristicshave geimpactoncorporatedecisions.Theglobal
environment also poses several complexities to marketer in understanding the market. To
facethestiffcompetitionpromotionalactivityareinevitableandcompaniesarespendinghuge
moneyonit.
The attitude of consumer on the He nal strategy and its impact on their
buyingdecisionasthecoreissueidentifiedfrom study.
nder and occupation.
iptive which includes surveys and fact finding enquiries of different
kinds like questionnaires. It is a fact finding investigation with adequate interpretation by
The analysis is done to know how people of various age groups respond to different outdoor

5.1STATEMENTOFPROBLEM

hu
the
ro Motors promotio
the
5.2RESEARCHMETHOD
The research method used for this study is Descriptive studies. Descriptive studies are
wellstructured,theytendtoberigidanditsapproachcannotbechangedeverynowandthen.
Descriptivestudiesareundertakeninmanycircumstances:
When the researcher is interested in knowing the characteristics of certain groups such as
age, ge
The objective of this kind of study is to answer the why, who, what, when and how of the
subject under consideration.
This study is descr
usingsimplestatisticaltechniqueslikeaveragesandpercentages.
advertisingortheirperceptiontowardsoutdooradvertisement.
This study is descriptive because here research includes, what is the attitude of viewers
towardspromotionalstrategyofHeroTwoWheeler.
Samplingmethod

ap comes for servicing Hero

Honda Two Wheeler at Show Room. The questionnaire was distributed to the respondents at
theaboveplaceswhowerewillingtorespond.
Samplesize
Th ththehelpofquestionnaire.
Sampleframe
Sincetheresearchwaslocalized,thesampleframeconsistedoflocalpeoplefromkulithalai
5.4.2DATACOLLECTION
the research work. They are primary data and
secondarydata.
Primarydata
Primary sources are original sources from which the researcher directly collects the data,
whichhavenotbeenpreviouslycollected.Themethodofcollectingprimarydatainthisworkis
surveywiththehelpofquestionnaire.
5.2.1SAMPLINGPLAN
Convenient sampling method was used to draw the sample. The respondents were
proached on convenient basis at walk in customers and one who
etotalsamplesizeis150.Theresponsesaretakenwi

locationvisitingtotheHeroshowroom.
There of two methods of collecting data to
Secondarydata
These are sources containing data which have been collected and compiled for another
purpose. The secondary sources consists of readily available compendia and already compiled
statisticalstructuresandreportswhosedatamaybeusedbyresearchersfortheirstudies.
The methods of collecting secondary data are through website, broachers and previous year
projectreportsetc.
method
A percentage analysis method is the tools used by the research for the analysis
and inference. In the percentage an analysis, percentages calculated by multiplying the
hted average method is a used when the relative importance of the different
items is not the same. The term weighted stands for the relative importance of the
or no of response dents
W

orrelation analysis is the statistical tool used to measure the degree to which two
d to each other. Correlation measures the degree of association
betwee

retes isappliedtotestthegoodnessoffit,toverifythedistributionof
tribution.Thereforeitisameasuretostudy
div frequencies; Karl Pearsons has developed a
ethod to test the difference between the theoretical (hypothesis) & the observed
testthetablevaluehastaken@5%levelofsignificance.
5.3TOOLSOFDATAANALYSIS
Percentage
number of respondents into hundred and it is divided by the sample size.

Weighted average method
Weig
different items.
X =Frequency
=Weighted allotted to each factor

Karl Pearsons correlation
C
variables are linearly relate
n two variables.
One-way anova classification
Chisqua t
observeddatawithassumedtheoreticaldis
the ergence of actual and expected
m
value.Forallthechisquare
CHAPTERVI
ANALYSISANDINTERPRETATION
Analys ofDa

establishment
tabulation
manageabl
dataintosomepurposefulandusableca
Analysis work after tabulation is generally based computation of various percentage,
coefficients, etc., by applying various well defined statistical formulate. In the process of
hips or differences supporting or confecting with validity data can be said to
indicateanyconclusion.
y to arrive at certain generalizations. If the
researcherhadnohypothesistostartwith,hemightseektoexplainhisfindingsonthebasisof
as

is ta
The analysis of data requires a number of closely related operations such as
of categories, the application of these categories to raw data through coding,
andthendrawinginferences.Theunwieldydatashouldnecessarily condenseintoa
e groups and tables for further analysis. Thus, researcher should classify the raw
tegories.
analysis, relations

InterpretationofData
The real value of research lies in its abilit
some theory. It is known Interpretation. The process of Interpretation: may quite often
triggeroffnewquestionswhich inturnmayleadfurtherresearches.

6.1PERCENTAGEANALYSIS:
TableNo1Distributionofrespondentsbasedonagegroup
AgeGroup Numberofrespondents Percentage
Above18 39 26
2530 42 28
3135 33 22
4560 27 18
Above60 9 6
Total 150 100
Source(PrimaryData)
ChartNo1Distributionofrespondentsbasedonagegroup

SourceTableNo1
26%
28%
18%
6%
above18
2530
3145
4560
22%
above60
Interpretation:
The above table and graph shows the age group category of the respondents. Data was
collected from all different age categories ranging from above 18 years group 26% of the
respondents belonged to age group above 18 years. 28% of respondents belonged to the age
group between 2530 years, 22% of the respondents belonged to age group between 3145,
18%oftherespondentsbelongedtoagegroupbetween45and60and6%oftherespondents
belongedtoagegroupabove60years.
TableNo2DistributionofrespondentsbasedonMonthlyIncome

Monthlyincome Numberofrespondents Percentage

Lessthan10,000 12 8
10,00125,000 69 46
25,00150,000 54 36
Above50,000 15 10
Total 150 100
Source(PrimaryData)

ChartNo2 2Distributio
Interpret
From
haveinco
36% of r
incomea

tation:
mtheabove
omelesstha
espondents
above50,000
36%
etableitsho
an10,000,4
have incom
0.
%
10
onofresponndentsbaseedonMonth
owsthatthe
46%ofrespo
me ranging f
8%
0%
eresponden
ondentshav
rom 25,000
46%

tswithinco
veincomera
150,000, an
hlyIncome
SourceTa
melevel,8%
angingfrom
nd 10% of re
lessthan
10,0012
25,0015
above50
n10,000
25,000
50,000
0,000
ableNo2
%ofresponddents
10,0001255,000,
have espondents
TableNo3Distributionofrespondentsbasedonthefactorsconsideredinpurchase
ofHeroMotorcycles.
Factors Numberofrespondents Percentage

Brandimage 27 18
Mileage 54 36
Design 24 16
Price 45 30
Total 150 100
Source(PrimaryData)

ChartNoo3Distribu utionofresppond
HeroMo

Interpret
Fro
responde
designw

The
consider

otorcycles
tation:
om the abov
ents go for
whilebuyingt
analysisofd
ingmileage.
ve table it
mileage, 30
theHeroMo
datashowst
.
16%
30%
entsba
shows that
% of respo
sedontheffactorscons
n
otorcycles.
thatthemaj
18% of res
ndents go fo
jorityofresp
18%
36%

spondents g
or price and
pondentspu
sideredinpuurchase of
bran
SourceTab
go for Brand
d 16% of res
urchaseHero
milag
desig
price
dimage
ge
gn
e
bleNo3
d name, 366% of
spondents gg
oMotorcycl
o for
esby
TableNNo4Distribu utionofresppondentsbaasedongiftssreceivedfrromHeroMMotors.

Baseon

G
Yes
No
Total

ChartNo

GiftsReceiv

o4Distribut

ved

Numberof

6
8

tionofrespo

58%
r
63
87
150

ondentsbas
0%
respondents

sedongifts

s Per
42
58
100
Sourc
receivedfro
S
42%
rcentage
0
ce(PrimaryDData)
omHeroMootors.
yes no
ourceTableeNo4
Interpretation:
From the above table, 42% respondents say that they g from Hero motors at the
timeofbuying,and58%respondentssaythattheydidntgetanygiftfromheroHondamotors
etimeofpurchasing.
e analysis of data shows the majority of responden ay that they didnt get any
giftsfromHeromotorsatthetimeofpurchasing.
TableNo:5Distributionoftherespondentsbasedonthemedia(Television)influenced
opurchaseHeroTwoWheelers.
Television Numberofrespondents Percentage
of ot gift
atth
Th that ts s
t

Mostinfluenced 102 68
Moderatelyinfluenced 39 26
Leastinfluenced 9 6
Total 150 100
Source(PrimaryData)

ChartNo
topurcha
o5Distribut
aseHeroTw
tionofther
woWheelers
respondents
s.
sbasedonthemedia(TTelevision)innfluenced
0%
10%
Interpret
F
as compa
are least
paper,as
T
Televisio

20%
30%
40%
50%
60%
70%
tation:
From the ab
ared to 26%
t influenced
stheotherf
The analysis
n.
%
%
%
%
%
%
%
%
mostinflu uential m
ove table, 6
%, who feel
by advertise
formsofmed
of the data
i
moderate
68% find tha
that adverti
ements on t
dia.
a shows tha
influential
lessinfluenntial
Source
levision are
TableNo5
most influ t advertisemments on te eential,
isements inffluence themm only modderately, andd 6%,
television, taaking in to cconsideratioon, internet news
at majority of respondeents are moost influenceed by
TableNo6Distributionoftherespondentsbasedonthemedia(Internet)influenced
topurchaseHeroTwoWheelers

Internet Numberofrespondents Percentage

Mostinfluenced 6 4
Moderateinfluenced 33 22
Lessinfluenced 111 74
Total 150 100
Source(PrimaryData)
ChartNo6Distributionoftherespondentsbasedonthemedia
topurchaseHeroTwoWheelers.

SourceTableNo6
(Internet)influenced
4%
22%
74%
0
mostinflunced
moderateinflunced
lessinflunced
Interpretation:
From the above table it shows that 4% of respondents are most influenced, 22% are
influenced and 74% the med purchase Hero
Motorcycle.
TheanalysisofthedatashowsthatmajorityofrespondentsarelessinfluencedbyInternet.
ion of the pondents based on the med influenced to
purchaseHeroTwoWheelers
Newspaper Numberofrespondents Percentage
moderate are less influenced by ia internet to
Table No 7 Distribut res ia (Newspaper)
Mostinfluenced 42 28
Moderateinfluenced 72 48
Lessinfluenced 36 24
Total 150 100
Source(PrimaryData)

ChartNoo7Distribut tionofthereespondentsbasedonthhemedia(Newspaper)IInfluenced
topurchaaseHeroTw woWheelerss.
Interpret
Fro
moderat
TwoWhe
The
ewspa N p

tation:
om the abov
e influenced
eelers.
analysisoft
per.
ve table it s
d and 24% a
thedatasho
24%
shows that
are less influ
owsthatma
48%
0
28% of resp
uenced by th
ajorityofres
28%
most influn
pondents ar
he media ne
spondentsa
Sourc
re most influ
ews paper t
remoderate
moderate i
less influn
nced
influnced
ced
cetableno77
uenced, 48%% are
Hero o purchase
elyinfluenceedby
TableNo
topurcha
o8Distribut
aseHeroTw
tionofther
woWheelers
respondents
s.
sbasedonthemedia(HHoardings)innfluenced
Hoarding
Mostinfl
Moderat
Lessinflu
Total
ChartNo
topurcha
gs
luenced
teinfluenced
uenced
o8Distribut
aseHeroTw
N
6
d 4
3
1
tionofther
woWheelers
26%
Numberofr
63
48
39
150
respondents
s.
32%
%
0
respondents
sbasedont
s Perc
42
32
26
100

hemedia(H

42%
centage
Source(PriimaryData)
Hoardings)innfluenced
SourceT
mostinflun
moderatei
lessinflunc
nced
influnced
ced
TableNo8
Interpretation:
Fromtheprintmediatheabovetableshowsthat42%ofrespondentsaremostinfluenced,
oderate influenced ced b to purchase Hero
Motors.
The analysis of the data shows that majority of respondents are most influenced by Print
TableNo9DistributionofrespondentsbasedonadvertisementofHeroMotorsin

ber ofrespondents rcentage

32% are m and 26% are less influen y print media
media.
differentmedia.
Media Num Pe
TV 69 46
Newspaper 54 36
Internet 3 2
Hoardings/billboards 15 10
Handouts 9 6
Total 150 100
Source(PrimaryData)

ChartNoo9Distribut tionofrespoondentsbassedonadveertisementoofHeroMotoorsin
differenttmedia.
0%
Interpret
Fr
television
internet,
handouts
T
inTelevis

5%
10%
25%
15%
20%
30%
35%
40%
45%
50%
tv newsppaper intternet holdings/bill
boards
handouts
Source
tation:
om the abo
n, 36% of r
10% of res
s.
heanalysiso
sion.
ove table it s
respondents
spondents h
ofthedatas
shows that
s have seen
have seen in
showsthatm
46% of resp
in news pa
n hoardings
majorityofr
pondents wa
T
a
TableNo9
tched the aadvertisemeent in
aper, 2% off respondennts have seeen in
s, and 6% of respondennts have seee
respondentsswatchedthheadvertise
n in
ment
TableNo10Distributionofrespondentsbasedondifferentmediaofadvertising
impressed

Media Numberofrespondents Percentage

TV 78 52
Newspaper 30 20
Internet 6 4
Hoardings/billboards 15 10
Handouts 21 14
Total 150 100
Source(PrimaryData)

ChartNoo10Distribu utionofresppondentsbaasedondiffeerentmediaaofadvertissing
impres ssed

Interpre

t
Fro
advertise
impresse
lookingt
The
advertise

0%
10%
20%
30%
40%
50%
60%
tv newsppaper internet holdings handdouts
SourceTTableNo10
by watchin
tation
om the abo o
ementintel
ve table it
evision,20
shows thatt 52% of reespondents
ssedbyne
impressed gg the
%%ofresponddentsimpre
hoardings,
wwspaper,4%%ofresponddents
ed by intern net, 10% impressed by and 14% off respondennts impresseed by
headvertise ementinhanndouts.
analysis of the data shhows that mmajority of respondents impressed by watchingg the
ementintele evision.
TableNo11Distributionofrespondentsbasedonthefactorsofadvertisementin
media(Television)impressed
Numberofrespondents Percentage

Media(TV)
Celebrity 30 20
Theme 33 22
Song 48 32
Music 39 26
Total 150 100
Source(PrimaryData)

ChartNoo11Distribu utionofresppondentsbaasedonthefactorsofaadvertisementin
media(TTelevision)im mpressed

0%
5%
Interpret
From
responde
responde
The
oneofth

10%
15%
20%
25%
30%
35%
tation:
m the above
ents impres
entsimpress
analysisoft
hefactorsof
celebrity
e table it sh
ssed by the
sedbymusic
thedatasho
advertisem
th
ows that 20
eme, 32%
cinthetelev
owsthatma
entintelevi
eme
0% of respon
of respond
visionmedia
ajorityofres
sionmedia.
song

ndents Impr
ents impres
a.
spondentsim
mus
SourceT
ressed by ce
ssed by so
mpressedby
sic
Column1
Column2
Column3
TableNo11
elebrities, 222
ng and 26
yThemewh
% of
% of
ichis
TableNo12Distributionofrespondentsbasedonthefactorsof dvertisementin
media(Newspaper)impressed
Numberofrespondents Percentage
a

Media(Newspaper)
Celebrity 48 32
Contents 42 28
Colour 33 22
Design 27 18
Total 150 100
Source(PrimaryData)

ChartNoo12Distribu utionofresppondentsbaasedonthe

factorsofaa
media(N

Interpret
F
areimpr
thenews
T
oneofth

1
1
2
2
30
35
Newspaper)
tation:
romtheabo
essedbyco
spapermed
heanalysiso
hefactorsof
0%
5%
10%
15%
20%
5%
0%
5%
celeb
impressed
ovetableits
ntent,22%a
dia.
ofdatashow
advertisem
brity
cont

showsthat3
areimpresse
wsthatmajo
entinmedia
tents
co
32%ofrespo
edbycolour
orityofresp
anewspape
olour

ondentsare
rand18%a
ondentsimp
r.
design
dvertiseme
impressed
ntin
GRAPH7
Column1
Column2
SourceTableNo12
bbycelebrity,,
reimpressedbydesign
pressedbyccelebritywh
28%
from
ichis
TableNo13Distributionofrespondentsbasedonthefactorsof advertisementin
media(Handouts)impressed
edia(Handouts) Numberof respondents Percentage

M
Contents 54 36
Colour 24 16
Design 45 30
Celebrity 27 18
Total 150 100
Source(PrimaryData)

ChartNoo13Distribu utionofresppondentsbaasedonthefactorsofaadvertisementin
media(HHandouts)im mpressed

0%
5%
10%
Interpret
Fro
of respo
responde
T
mediaha

15%
20%
25%
30%
35%
40%
content ts colour design celebrity
SSourceTableeNo13
tation:
om the abov ve table it shhows that 366% of respoondents are impressed bby contents,, 16%
ndents impressed by ccolour, 30% of responddents impressed by dessign and 188% of
entsimpress sedbycelebbrityfromthemediahanndout.
The analysis of data shoows that maajority of resspondents immpressed byy contents inn the
andouts.
TableNoo14Distrib butionofresspondentsbbasedontheefactorsofaadvertisemeentin
media(Innternet)imp pressed

Media(In
Design
Colour
Music
Contents
Total
ChartNo
media(In

nternet)
s
o14Distribu
nternet)imp

0%
5%
10%
15%
20%
30%
25%
N
3
4
3
3
1
utionofresp
pressed

design
Numberofre
36
45
30
39
150
pondentsba

colour
espondents
asedonthe
music
Perce
24
30
20
26
100

factorsofa

conte
entage
Source(PriimaryData)
ntin advertiseme
Source

ents
TTableNo14
Interpretation:
sig 30%
20% of respondents are impressed by music and 26% of
respondentsareimpressedbycontentfromtheinternetmedia.
The analysis of the data shows that majority of respondents impressed by contents in
theinternetmediaofadvertising.
TableNo15Distributionofrespondentsbasedonthefactorsofadvertisementin
impressed

ardings) mberofrespondents rcentage

Fromtheabovemediaitshowsthat24%ofrespondentsareimpressedbyde n,
of respondents impressed by colour,
media(Hoardings)

Media(Ho Nu Pe
Design 57 38
Colour 33 22
Contents 60 40
Total 150 100
Source(PrimaryData)

ChartNo15Distributionofrespondentsbasedonthefactorsofadvertisementin
media(Hoardings)impressed

From the above table it shows that 38% of respondents are impressed by design, 22%
of resp
y contents

0%
5%
10%
15%
20%
25%
30%
35%
design colour music contents
SourceTableNo15
Interpretation:
ondents impressed by colour and 40% of respondents impressed by contents from the
mediahoardings.
The analysis of the data shows that majority of respondents impressed b
fromthemediahoardings.

TableNo16Distributionofrespondentsbasedonreactionaf watching
advertisementofHeroMotors.

Reaction Numberofrespondents Percentage

ter
Thoughtofinformationsearch 39 26
Visitedshowroom 21 14
Contactedfriends 36 24
Noreaction 54 36
Total 150 100
Source(PrimaryData)

ChartNoo16Distribu utionofresppondentsbaasedonreacctionafterwwatching
advertiseementofHe eroMotors
Interpret
F
14%ofre
36%ofre
T
watching

4
tation:
romtheabo
espondents
espondents
he analysis
gtheadverti
0%
5%
10%
25%
15%
20%
30%
35%
40%
info osearch
visiteedshowroom
ccontactedfriennds
noreacction
SSourceTableeNo16
ovetableitsshowsthat226%ofrespoondentswillthinkofinfoormationsee
sthinkofvis
thereisnor
of the data
isementofH
sitingshowro
reactionafte
a shows tha
HeroMotors
oom,24%o
erwatching
at majority o
s.
ofresponden
advertiseme
of responde
ntscontactf
entofHeroM
en ts show n
friends,and
arch,
from
after
Motors.
no reaction
TableNo17Distributionofrespondentsbasedonopiniontowardsadvertisementof
HeroMotors
Opinion Numberofrespondents Percentage
Verygood 36 24
Good 42 28
Moderate 54 36
Poor 18 12
Total 150 100
Source(PrimaryData)

ChartNoo17Distribu utionofresppondentsbaasedonopinniontowarddsadvertisemmentof
HeroMootors

Interpre
Fro
responde
responde
Th
towards

etation:
om the abov
ents opinio
entsopinion
he analysis
advertiseme
0%
5%
10%
15%
20%
35%
25%
30%
40%
ve erygood
good
moderate
pooor
SourceTaableNo17
ve table it sshows that 224% of respp
on is good
nispoortow
of the dat
entofHeroM
, 36% of
wardsadvert
ta shows th
Motors.
respondent
tisementof
ondents o
s opinion
HeroMoto
pinion is veery good, 288% of
is moderatte and 12%% of
rrs.
hat majorityy of responndents opinion is modeerate
TableNoo18Distribu utionofresppondentsbaasedonceleebritiestopromoteHeroMotors

Yes
No
Total
ChartNo
Interpret
F
necessar
T
necessar
o18Distribu
tation
rom the ab
ryand52%o
heanalysiso
rytopromot
5
N
7
7
1
utionofresp
bove table
ofresponden
ofthedata
teHeroMot
2%
Numberofr
72
78
150
pondentsba
it shows th
ntssayceleb
showsthat
ors.
0
respondents
asedoncele
hat 48% of
britiesareno
majorityof
0
s Perc
48
52
100

ebritiestop

f responden
otnecessary
respondent
48%
centage
Source(Prii
romoteHer
SourceTa
maryData)
oMotors
yes
no
bbleNo18
nts say thatt celebritiess are
ytopromoteeHeroMotoo
ssaythatceelebritiesar
rs.
enot
Table No 19 Distribution of respondents based on ratings about advertisement of Hero
Motors.
Ratings Numberofrespondents Percentage
Highlyattractive 54 36
Attractive 78 52
Cantsay 6 4
Notattractive 9 6
Notatallattractive 3 2
Total 150 100
Source(PrimaryData)
Chart No 19 Distribution of respondents based on ratings about advertisement of Hero
Motors.

SourceTableNo19

0%
10%
20%
30%
60%
Hattractive attractive can'tsay notattractive notatall
attractive
40%
50%
Interpretation
From the above table it shows that 36% of respondents are highly attractive, 52% of
respondents are only attractive, 4% of respondents cant say, 6% of respondents say not
attractiveand2%saytheadvertisementofHeroMotorsisnotatallattractive.
Theanalysisofthedatashowsthatmajorityofrespondentsareonlyattractivetowards
advertisementofHeroMotors.
TableNo20Distributionofrespondentsbasedoninfluenceofsalespromotiontopurchase
InfluenceofSalesPromotion Numberofrespondents Percentage
Verymuch 27 18
Verylittle 39 26
Somewhat 30 20
Notatall 36 24
Undecided 18 12
Total 150 100
Source(PrimaryData)

ChartNoo20Distribu utionofresppondentsbaasedoninfluuence sa of llespromotioonto

purchasee
Interpret
F
little,20%
T
salespro

tation:
From the ab
%saysomew
heanalysiso
omotiontop
0%
5%
10%
20%
25%
30%
15%
ver rymuch
verrylittle
sommewhat
nootatall
uundecided
SourceTTableNo20
bove table itt shows thatt 18% of resspondents say very mucch, 26% sayy very
what,24%saaynotatalland12%sayyundecidedd.
ofthedatasshowsthatmmajorityofrrespondentssareverylitttleinfluenceedby
purchaseHerroTwoWheeelers.
TableNoo21Distribu utionofresppondentsbaasedontheadvertisemmenttheypreefer
Preferen
Emotiona
Comedy
Technica
Animated
Total
ChartNo

0%
5%
10%
15%
20%
25%
30%
35%
40%
nce
al
l
d
N
2

o21Distribu
emotion
5
4
2
1
utionofresp
nal
Numberofr
27
57
45
21
150
pondentsba
comedy
respondents
asedonthe
tec
s Perc
18
38
30
14
100

advertisem

chnical
centage
Source(PriimaryData)
menttheypreefer
animated
SourceTTableNo21
Interpretation:
From the above table it shows that 18% of respondents want emotional, 38% want
comedy,30%wanttechnicaland14%ofrespondentswanttheadvertisementofHeroMotors
tobeanimated.
Theanalysisofthedatashowsthatmajorityofrespondentswantadvertisementshould
becomedy.
TableNo22Distributionofrespondentsbasedonexpectationsfromthesales
promotionofHeroMotors.
SalesPromotion Numberofrespondents Percentage
Telemarketing 30 20
Demonstration 48 32
Directmail 33 22
Catalogue 39 26
Total 150 100
Source(PrimaryData)

ChartNo
promotio
Interpret
F
demonst
T
promotio

0%
5%
10%
15%
20%
25%
30%
35%
o22Distribu utionofresppondentsbaasedonexpp
onofHeroM
tation:
Fromtheabo
tration,22%
heanalysiso
onisdemon
telemarke
Motors.
ovetableit
wantdirect
ofthedata
stration.
eting d
showsthat2
tmailand26
showsthat
demonstration
20%ofrespo
6%ofrespon
majorityof
dire
ectatio

nsfromthesalee
ondentswa
ndentsacce
respondent
ectmail
SourceTa
nttelemarke
eptationfrom
sacceptatio
catelog
s
bleNo22

g's
eting,32%wwants
mtheCataloogue.
onsfromtheesale
ANALYSISUSINGKARLPEARSONSCORRELATION
Correlationanalysisisthestatisticaltoolusedtomeasurethedegreetowhichtwovariables
arelinearlyrelatedtoeachother.Correlationmeasuresthedegreeofassociationbetweentwo
variable
Nullhypothesis(Ho):
There is positive relationship between media of advertising and influence of
salespromotionofHeroMotors.
Alternatehypothesis(H1):
e is negative re nship between media of advertising and influence of sales
promotionofHeroMotors.
s.
Ther latio
Correlations

mediaof
advertising
impressed
sales
promotionof
HeroMotors
influenced
mediaofadvertising
impressed
Pearson
Correlation
1 .019
Sig.(2tailed) .815
N 150 150
salespromotionof
HeroMotors
influenced
Pearson
Correlation
.019 1
Sig.(2tailed) .815
N 150 150

r =
NXY-XY
NX
2
-(X)`NY
2
-(Y)`

r=0.019

INFERENCE:
Since r is negative, there is negative relationship between media of advertising and
influenceofsalespromotionofHeroMotors.
ONEWAYANOVACLASSIFICATION
Nullhypothesis(Ho):
Thereisasignificancedifferencebetweenparameterandmediawhichinfluence
tobuytheproduct.
Alternatehypothesis(H1):
Thereisnosignificancedifferencebetweenparameter ceto
.
andmediawhichinfluen
buytheproduct
Descriptive

N Mean
Std.
Deviation
Std.
Error
95%ConfidenceIntervalfor
Mean
Minimu
m
Maximu
m LowerBound UpperBound
yes 62 1.34 .651 .083 1.17 1.50 1 3
no 88 1.42 .541 .058 1.31 1.54 1 3
Total 150 1.39 .588 .048 1.29 1.48 1 3

ANOVA

Sumof
Squares df
Mean
Square F Sig.
Between
Groups
.243 1 .243 .701 .404
WithinGroups 51.330 148 .347
Total 51.573 149

gnificance difference between time of buying and media which

influencetobuytheproduct.
WEIGHTEDAVERAGE
INFERENCE:
ThecalculatedvalueofFislessthanthetabulatedvalue.Hence,weacceptthenullhypothesis
and conclude that there si

EDIAOFADVERTISINGT S
TV Newspaper internet Bill
boards
out e Weighted
Average
M OIMPRES
Hands
THEBUYERS
Aggregat
78 30 15 21 4.6 6 609

S ION
T 5
Newspaper 4
andsout 3
illboards2
CALEREPRESENTAT
V
:

H
B
internet 1
(78*5)+(30*4)+(21*3)+(15*2)+(6*1)
+120+63+30+6

390
150
609
150
4.6
INTERPRETATION:
Fromtheabovetableitisclearthatweightedaverageis4.6andthevalueoftheweighted
averageisinbetween45.Hence,mostoftherespondentsTelevisionarethemediaof

advertisingwhichimpressthecustomers.
CHAPTER VII
GS,SUGGESTIO NDCONCLUSION
FINDINGS
the current market scenario, respondents give maximum number of weightage to
ather then consider price and colour ely.
The study shows that majority of respondents age group ranging from 25-30 years will
go for buying Motor Cycle.
The study shows that most of respondents with income ranging from
01-25,000 will go for buying Motor Cycle.
The study shows that more number of respondents is most influenced by Television
Media of advertising compared to Internet, Newspaper and Print Media.
The study shows that 46% of seen the advertisement in Television
Media.
The study shows that 36% of respondents had no reaction after watching the
dvert r
The study shows that majority of respondents have moderate opinion towards
advertisement of Hero Motors.
tracted towards advertisement of Hero
Motors.
The study shows that 32% of respondents need demonstration from sales promotion.

FINDIN NSA
In
Mileage r respectiv

10, 00
The study shows that 58% of respondents didnt get gift from Hero Motors at the time of
buying.
respondents they have
a isement of Heo Motors.
The study shows that 52% of respondents at

SUGGESTIONS

For the Promotion, company should make road-show, demonstration that will increase
sales.

hould give gifts at the time purchasing which also attracts the customers.

tractive advertisement in media like Television, Print and
gs.

mpany should give technical advertisement so that the customers will have a good
r watching the advertisement.

The company s
It should give highly at
Hoardin
The co
response afte

Hero Honda should introduce a low price (35,000-45,000) bikes.

CONCLUSION

ng the course of study it was found that all customer attitudes towards promotional
activities cannot be always positive. It is only how closer we can come to the complete
the customers is good by
edia like
A ro Moto Crop dominant presence in

Duri
satisfaction level, which actually matters. The overall response from
looking the advertisement of Hero Motors, but still they have to concentrate on the m
Newspaper, Print, Holdings and Demonstration.

greater and sincere effort is required to make He

themarket,andalsotowithstandandrespondtothegrowingmarketcompetition.

CHAPTER VIII
7.0 ANNEXURE
QUESTIONNAIRE
PERSONALPROFILE
Name
Age
c) 45 d)4560

a)Lessthan10,000 b)10,00125,000
c)25,00150,000 d)Above50,000

1.WhichparametermadeyoutobuyHeroMotorCycle?
a)Brandimageb)Mileage
c)Designd)Price

2.Atthetimeofbuyingdidu anygiftsfromHeroMotors?
a)Yesb)No

:
a)Above18b)2530
31
e)Above60
MonthlyIncome
get

Ifyeswhatwasthegift
Newspaper[][][]
Hoardings[][][]
4.Inwhichallmediayouhave seentheadvertisementofHeroMotors?
a)TVb)NewsPaperc)Internet
d)Hoardings/BillBoardse)Handouts

5.Whichmediaofadvertising you?
)TVb)NewsPaperc)Internet
D)Hoardings/BillBoardse)Handouts

6.Whatfactorsofadvertisementimpressedyou?

3.WhichisthemediawhichinfluenceyouthemosttopurchaseHeromotorcycles?
MostModerateLess
InfluentialInfluentialInfluential

Television[][][]
Internet[][][]

impressed
a
TV. celebrity music
Contentsb) c)designd)celebrity
HandOutsa)Colourb)Contentsc)designd)celebrity
Interneta)Designb)Colourc)Musicd)contents
Hoardings..a)Designb)Colourc)Contents

7.AfterwatchingadvertisementofHeroMotorswhatwasyourreaction?
a)ThoughtofInformationsearchb)Visitedshowroom
c)Contactedfriendsd)Noreaction

8.WhatisyouropiniontowardsadvertisementofHeroMotors?
a)Verygoodb)good
c)Moderated)poor

9.DoyouthinkthecelebritiesarenecessarytopromoteHeroMotors?
a)Yesb)No
i).Ifyeswhy?
.
ii).Ifnowhy?
..
b)Themec)song a) d)
Newspaper.a) Colour

10.GiveyourratingaboutadvertisementofHeroMotors?
a) Highlyattractive
b) Attractive
c) Cantsay
d) Notattractive
youtobuy?
c)Somewhatd)NotatAll
d)Undecided
12Whatkindofadvertisementyouprefer?
a)Emotionalb)Comedy
c)Animatedd)Technical
13.Whatdoyouacceptfromsalespromotion?
a)Telemarketingb)Demonstration
c)Directmaile)Catalogs

THANKYOUFORYOURCOOPERATION

e) Notatallattractive
11.HowmuchwouldsalespromotionofHeroMotorcycleinfluenced
a) Verymuchb)Verylittle
CHAPTER IX
BIBLIOGRAPHY
BOOKS

Kothari C.R, Research Methodology, New Age International (P) Ltd., 2008.

Belch J eorge E., Belch Michael A, Advertising and Promotion, Tata McGraw-hil

iley India Edition.
Philip Kotler, Marketing Management 4
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Uma Sekaran, Research Methods in Business 4
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