Consumer Behaviour Project PDF

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VIVEKANAND SHIKSHAN SANTHA’SVIVEKANAND ART SARDAR DILIPSING COMMERCE &SCIENCE COLLEGE, AURANGABAD.PROJECT REPORT ON“CONSUMER BEHAVIOUR”AT RATNAPRABHA HONDA, AURANGABADSUBMITTED TODr. BABASAHEB AMBEDKAR MARATHWADAUNIVERSITY, AURANGABAD.UNDER THE GUIDENCE OFMrs. MANISHA FIRKE.SUBMITTED BYMr. S...

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VIVEKANAND SHIKSHAN SANTHA’S VIVEKANAND ART SARDAR DILIPSING COMMERCE & SCIENCE COLLEGE, AURANGABAD.

PROJECT REPORT ON “CONSUMER BEHAVIOUR” AT RATNAPRABHA HONDA, AURANGABAD

SUBMITTED TO Dr. BABASAHEB AMBEDKAR MARATHWADA UNIVERSITY, AURANGABAD.

UNDER THE GUIDENCE OF Mrs. MANISHA FIRKE.

SUBMITTED BY Mr. SAGAR DNYANESHWAR GHULE. BBA-3rd year (6th semester) For Academic Year 2018-2019

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VIVEKANAND SHIKSHAN SANTHA’S VIVEKANAND ART SARDAR DILIPSING COMMERCE & SCIENCE COLLEGE, AURANGABAD.

CERTIFICATE

This is to certify that the project report entitled “CONUSMER BEHAVIOUR” at RATNAPRABHA HONDA, Aurangabad is submitted by Mr. SAGAR DNYANESHWAR GHULE as per the requirement of Dr.BabasahebAmbedkarMarathawada University in partial fulfillment of Bachelor of Business Administration (6th semester) for academic year 2018-19.

Project Guide :

Course Coordinator :

Head Of Department :

Manisha Firke.

Dr. Gopal Balloj.

Dr. A. T. Gaikwad.

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ACKNOWLEDGEMENT

I would like to express our immense gratitude towards our college Vivekanand Arts &sardarDilipsingh Commerce & Science College Aurangabad which created a great platform to attain profound technical skills in the field of BBA, thereby fulfilling our most cherished goal.

I would thank to Mr.Mansingpawar Director & all the members of RATNAPRABHA HONDA Aurangabad for guiding and helping me in successful completion of the project.

I sincerely express my gratitude to Head Of The Department Dr.A.T.Gaikwad and Course Coordinator, Dr. Gopal Balloj for their inspiration and timely support in successful completion of my project work.

I am very much thankful to my Project Guide Mrs. Manisha Firke for extending her valuable guidance and cooperation in completing this in plant project report.

Last but not least, I would like to convey my thanks to my beloved parents, friends and my faculties who helped me directly or indirectly in completing this project successfully.

Mr. SAGAR DNYANESHWAR GHULE

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DECLARATION

I hereby declare that the project entitled “Consumer Behaviour” at RATNAPRABHA HONDA ,Aurangabad submitted in partial fulfillment of the requirements for award of the degree of BBA at VivekanandSardar Arts Dalipsingh Commerce & Science College, Aurangabad is an authentic work and has not been submitted to any other University/Institute for award of any degree/diploma.

Mr. SAGAR DNYANESHWAR GHULE

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INDEX

Chapter No. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10.

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CONTENT Introduction Company Profile Objective Of Study Scope And Limitations Research Methodology Study Of Literature Data Analysis & Interpretation Conclusion Findings And Questioner Bibliography Annexure

Page No 6 11 17 19 21 24 31 37 40 42

CHAPTER-1 INTRODUCTION

Consumer behaviour is the study of how individual customers, groups or organizations select, buy, use, and dispose ideas, goods, and services to satisfy their needs and wants. It refers to the actions of the consumers in the marketplace and the underlying motives for those actions. Marketers expect that by understanding what causes the consumers to buy particular goods and services, they will be able to determine—which products are needed in the marketplace, which are obsolete, and how best to present the goods to the consumers. The study of consumer behaviour assumes that the consumers are actors in the marketplace. The perspective of role theory assumes that consumers play various roles in the marketplace. Starting from the information provider, from the user to the payer and to the disposer, consumers play these roles in the decision process. The roles also vary in different consumption situations; for example, a mother plays the role of an influencer in a child’s purchase process, whereas she plays the role of a disposer for the products consumed by the family. Some selected definitions of consumer behaviour are as follows: 1. According to Engel, Blackwell, and Mansard, ‘consumer behaviour is the actions and decision processes of people who purchase goods and services for personal consumption’. 2. According to Louden and Bitta, ‘consumer behaviour is the decision process and physical activity, which individuals engage in when evaluating, acquiring, using or disposing of goods and services’.

Nature of Consumer Behavior: 1. Influenced by various factors: 6

The various factors that influence the consumer behaviour are as follows: a. Marketing factors such as product design, price, promotion, packaging, positioning and distribution. b. Personal factors such as age, gender, education and income level. c. Psychological factors such as buying motives, perception of the product and attitudes towards the product. d. Situational factors such as physical surroundings at the time of purchase, social surroundings and time factor. e. Social factors such as social status, reference groups and family. f. Cultural factors, such as religion, social class—caste and sub-castes. 2. Undergoes a constant change: Consumer behaviour is not static. It undergoes a change over a period of time depending on the nature of products. For example, kids prefer colourful and fancy footwear, but as they grow up as teenagers and young adults, they prefer trendy footwear, and as middle-aged and senior citizens they prefer more sober footwear. The change in buying behaviour may take place due to several other factors such as increase in income level, education level and marketing factors. 3. Varies from consumer to consumer: All consumers do not behave in the same manner. Different consumers behave differently. The differences in consumer behaviour are due to individual factors such as the nature of the consumers, lifestyle and culture. For example, some consumers are technoholics. They go on a shopping and spend beyond their means. They borrow money from friends, relatives, banks, and at times even adopt unethical means to spend on shopping of advance technologies. But there are other consumers who, despite having surplus money, do not go even for the regular purchases and avoid use and purchase of advance technologies.

4. Varies from region to region and country to county:

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The consumer behaviour varies across states, regions and countries. For example, the behaviour of the urban consumers is different from that of the rural consumers. A good number of rural consumers are conservative in their buying behaviours. The rich rural consumers may think twice to spend on luxuries despite having sufficient funds, whereas the urban consumers may even take bank loans to buy luxury items such as cars and household appliances. The consumer behaviour may also varies across the states, regions and countries. It may differ depending on the upbringing, lifestyles and level of development. 5. Information on consumer behaviour is important to the marketers: Marketers need to have a good knowledge of the consumer behaviour. They need to study the various factors that influence the consumer behaviour of their target customers.

ABOUT THE COMPANY

Honda has been the world's largest motorcycle manufacturer since 1959, as well as the world's largest manufacturer of internal combustion engines measured by volume, producing more than 14 million internal combustion engines each year. Honda surpassed Nissan in 2001 to become the second-largest Japanese automobile manufacturer. As of August 2008, Honda surpassed Chrysler as the fourth largest automobile manufacturer in the United States. Honda is the sixth largest automobile manufacturer in the world. Honda was the first Japanese automobile manufacturer to release a dedicated luxury brand, Acura, in 1986. Aside from their core automobile and motorcycle businesses, Honda also manufactures garden equipment, marine engines, personal watercraft and power generators, amongst others. Since 1986, Honda has been involved with artificial intelligence/robotics research and released their ASIM Orbit in 2000. They have also ventured into aerospace with the establishment of GE Honda Aero Engines in 2004 and the Honda HA-420 Honda Jet, scheduled to be released in 2011. Honda spends about 5% of its revenues into R&D.

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GROWTH OF THE COMPANY

⦁ Over the next five years, the analysts that follow this company are expecting it to grow earnings at an average annual rate of 10.87%. This year, analysts are forecasting earnings ⦁ Decrease of -5.45% over last year. Analysts expect earnings growth next year of 17.29% over this year's forecasted earnings. ⦁ Honda has once again topped the sales charts in the Indian two wheeler industry, achieving highest sales for the third time in the last eleven months amongst all two wheelers ⦁ In July 2014, Honda Activa sold 1,91,883 units and achieved year-on-year growth of 64 per cent from July 2013 to July 2014. This is commendable, and quite a task to outsell market ⦁ Leader Hero Moto Corp’s Splendor motorcycle, which has been the feavorite and selling two wheeler for many years.

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ABOUT MAJOR COMPANIES IN THE INDUSTRY

The Two Wheelers Manufacturers in India, at present are doing good business. The growth of the two wheelers sector was noteworthy in the past few years. In the period 2006 - 07 the total number of the two wheelers and three wheelers produced in India, were around 9 million. The sales pertaining to two wheelers in the period 2006 - 07 was 7,857,548, which was a growth of 11.41 %. In the same period the motorcycle exports from India was 321,321 units.

TWO WHEELER MANUFACTURERS:

⦁ HONDA Motor Company ⦁ Honda Motors Ltd. ⦁ Royal Enfield Motors India Ltd. ⦁ YAMAHA Motor India Pvt. Ltd. ⦁ Bajaj Auto Ltd. ⦁ Suzuki Motor Corporation ⦁ LML (India) Ltd.

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⦁ Kinetic Motor Co. Ltd. ⦁ Hero Motor Corp Pvt. Ltd.

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CHAPTER-2 COMPANY PROFILE

Company profile:-

The Ratnaprabha Honda is having one service centers which are locate in Aurangabad

Ratnaprabha Honda in automobiles distribution business for the last 05 year. In this span of 07 year it has progressed very rapidly. For selling of automobile parts in Aurangabad & so on districts Maharashtra.

He starting with employers front of office, 3 in trend employers in the workshop with sells of no of parts in overall sell. He establish his image as one of the top performers for Honda ltd by selling highest number of the Automobile parts in the India along with the product.

In such a short span of time has surpassed all expectation and become ‘India ‘

Largest seller of the Honda automobile parts Aurangabad. Also thanks as one of the largest seller automobile parts dealer.

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PRODUCT PROFILE : Manufacturer Parent Company Production Class Engine Power Torque Transmission Suspension Breaks Tires

Wheelbase Dimension

Weight Fuel Capacity Fuel Consumption

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HMSI Honda 2006 Standard 124.7 cc (7.61 cu in) CV carburetor4-stroke, air-cooled, single 7.68 kW (10.30 hp) @ 7500 rpm[ 10.9 N⋅ m (8.0 lb⋅ ft) @ 5500 rpm 4-speed, constant mesh, manual Front: Telescopic Rear: Three-step spring-loaded hydraulic shock absorber Front: 130&240 mm disc / drum Rear: 130 drum Tube type, Front: 2.75 in x 18 in Rear: 2.75 in x 18 in 1,266 mm (49.8 in) L: 2,014 mm (79.3 in) W: 762 mm (30.0 in) H: 1,071 mm (42.2 in) 121 kg (267 lb) 11 L (2.9 US gal) (reserve 1.3 L (0.34 US gal)) 65 km/L (150 mpg-US)

INTRODUCTION OF THE STUDY The two wheeler industry has been going steadily over the years all over the world. India is not an exception for that. Today India is the second largest manufactures of two wheelers in the world. It stands next only to Japan and China in terms of number of two wheelers produced and sold. Until 1990 geared scooters dominated the two wheelers market so much so that their sales equaled the combined sales of Motor cycles and Mopeds.

Today the customer preferences have shifted from geared scooters to motorcycles and also to an extent to the premium end scooters. With rising fuel cost and more recently stringent emission norms imposed by the government, there is a distinct consumer preference for high efficiency. The Honda story is the story of one man, Soichiro Honda, and his unparalleled achievement of bringing motor cycles to the masses. Soichiro Honda was a racer, a businessman, and a manufacturer.

But most of all he was a dreamer. He dreamed of a better way of making piston rings, founded a small company, and began production. He dreamed of giving people everywhere an economical form of transportation, and began producing small motorcycles, including one built in 1949 called the D-Type Dream.

He also loved racing too. So his company built bigger and faster machines, two, four, five and six-cylinder race bikes and won the Isle of Man. Honda Motor Company is by far the world's biggest motorcycle maker. Honda's first motorcycle was born out of necessity in immediate post World War II Japan, where public transportation was desperately overcrowded and gasoline severely restricted. Unique practices create unique organizations.

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BACKGROUND OF THE STUDY

With diminishing finances, it is rarely possible for a library or information center to have enough resources to fulfill the needs of its clients. What is being delivered is only a portion of what their clients actually need (Ramos & Mohd Ali, 2005). Collaboration is widely recognized as the best way for libraries to cope with the ever increasing challenges: volume of information resources; nature and quality of information; user needs and expectations; information and communication technology competencies and infrastructure; inflated cost of information resources; and staffing needs. However, although these challenges have continued to prevail, libraries working under collaborative initiatives like the Consortium of Academic and Research Libraries in Illinois (CARLI) have registered tremendous success

I contend that lack of funding to facilitate consortium activities is not the central factor in the failed progress of the planned consortium activities in Uganda, rather it is the lack of committed leadership and cooperation among participating libraries that is responsible for the lack of progress. In any kind of organization or cooperation like a library consortium, funding has never been enough due to ever changing technologies and continuous demands from library patrons. However, good leadership and cooperation among membership plays a bigger role in achieving a common goal. Having and working towards a common goal, under dedicated, dynamic and faithful leadership with an active and energetic membership plays a great role in the success of a consortium.

To assist in the possible improvement of consortium operations in Uganda, I need to understand the leadership, responsibility, staffing, collection, policies and procedures, funding and structure of academic libraries in the participating membership of CARLI in comparison with those of Uganda. My research has incorporated interviews with CARLI staff and a questionnaire survey to all the participating CARLI membership.

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PROBLEM STATEMENT OF THE STUDY :

The objective of every component would be ensuring customer satisfaction for the customer satisfaction would create loyal customer measuring customer satisfaction is a challenge. As customer either would not disclose or something do not access their satisfaction level clearly. Many times the customer can not specify the reasons for his satisfaction.

Developed countries have registered tremendous success stories compared to less developed countries; failure in developing countries has been attributed to poor funding without looking at other factors like committed leadership and cooperative membership.

One of the important things I have learned all through the time I have worked at

Makerere University Library’s outreach Programmer in partnership with CUUL as Deputy Country Coordinator for E-resources, on top of other significant institutional challenges among African universities, a committed leadership and membership was noticed as still lacking among CUUL membership. While there are already tangible successes registered by CUUL, still much has not been achieved, like spearheading resource sharing as one of its objectives since inception.

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CHAPTER – 3

OBJECTIVES OF THE STUDY

OBJECTIVES OF THE STUDY :

⦁ To know about the Ratnaprabha Honda’s company.

⦁ To know about Ratnaprabha Honda's Promotional activities.

⦁ To know about Ratnaprabha Honda's Market Position.

⦁ To know about Ratnaprabha Honda’s level of customer satisfaction.

⦁ To know about Ratnaprabha Honda's history and the company profile.

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CHAPTER - 4 SCOPE AND LIMITATION

Scope of Study :-

After the complete study of Adidas Store, we can imagine how to run an exclusive store, how to drive the ratio of sale and profit and many others thing like forecasting, budgeting, manpower management, hygiene, etc.

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LIMITATION:-

While Surveying I encounter With Some Problems Like-

⦁ In Some Of Retail Showroom It is Not Allowed To get the Questionnaire Filled. ⦁ Many Of Respondents were Not Willing To fill the Questionnaire. ⦁ Some People Not Willing to Respond were in hurry, Hence, the active participation was Lacking. Due To Which I Faced Difficulties in collecting information’s Regarding our Questionnaire. ⦁ Another Problem Which I Face Was That People Were Heisting to Give Information about Their views Freely.

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CHAPTER-5 REASEARCH METHODOLOGY

DATA COLLECTION : - Primary data - Secondary data

Primary Data :-

I get what kind of services the Shop provides and the attain there quires in hospital revenue. It is sure that whatever administrator side was true or I need to interact with patient and so on primary data are those which are collected first time in order to solve t he problem in hand. The data which is collected at the primary stage and primary source of the study is known as primary data or in other words we can say that base collection of any data is called as a primary data.

SOURCE OF PRIMARY DATA COLLECTION

⦁ PERSONAL TALK :I asked certain question to, them for getting the necessary information and they gave me the answer without hesitating .They co-operate me every time and behave very friendly with me.

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⦁

PERSONAL OBSERVATIONS

For doing the project work on.I had gone through the implant training during the particular period .I have use my personal observation skills for the purpose of collecting the data for this study and also interact with the customer' directly.

SECONDARY DATA :

It has become very essential for my project to collect secondary data because there is same relevant information to my project which without secondary data I can‘t get easily for example the company profile (history y & function) is such area secondary data directly available in the hospital second has helped me in my project. Therefore secondary data is cheaper less to consumer less time to collect.

SOURCE OF SECONDARY DATA COLLECTION.

⦁ INTERNET. I have collected certain data from the internet web sites of the organization like www.google.com etc

⦁ STUDY OF EXISTING DOCUMENTS I have collected the information regarding the personnel department from pamphlets available...