ACKNOWLEDGEMENT

I take this opportunity to place on received my

grateful thanks and sincere gratitude to all faculty
members who have gave me valuable advice and
input for my studies.

I am also thankful to my Class Counselor Prof.

Sumedha Sharma for the completion of my project
work on study on CUSTOMER PERCEPTION ABOUT
AMUL ICE-CREAM.

Last but not the least, I would like to express my

thanks to my family who inspired me to put in my
best efforts for the project report.

Date:-"""" Submitted By:-

#ahul Jadwani
(20()**A05()
 A PROJECT REPORT ON

A STUDY OF CUSTOMER RELATIONSHIP

MANAGEMENT

SUBMITTED BY

VIKRAM SUKHWANI
2013BBA073

UNDER THE GUIDANCE

MrS. SUMEDHA SHARMA

SUBMITTED TO

JAGRAN LAKECITY UNIVERSITY

IN THE PARTIAL FULFILLMENT OF THE REQUIREMENT
FOR THE AWARD OF THE DEGREE OF BACHELOR OF
BUSINESS ADMINISTRATION (BBA).

THROUGH
SCHOOL OF MANAGEMENT, JAGRAN LAKECITY
UNIVERSITY, BHOPAL
 A PROJECT REPORT ON

A STUDY OF CUSTOMER RELATIONSHIP

MANAGEMENT

SUBMITTED BY

VIKRAM SUKHWANI
2013BBA073

UNDER THE GUIDANCE

MrS. SUMEDHA SHARMA

SUBMITTED TO

JAGRAN LAKECITY UNIVERSITY

IN THE PARTIAL FULFILLMENT OF THE REQUIREMENT
FOR THE AWARD OF THE DEGREE OF BACHELOR OF
BUSINESS ADMINISTRATION (BBA).

THROUGH
SCHOOL OF MANAGEMENT, JAGRAN LAKECITY
UNIVERSITY, BHOPAL
 PREFACE

This Project Report has been prepared in partial fulfillment of the

requirement of the programme B.B.A in the academic year 2015-

16. For preparing the project Report$ I have visited the Surana

Honda company during the suggested duration for the period of )0

days$ to avail the necessary information. The blend of learning

and

*no+ledge acquired during my practical studies at the Surana

Honda company is presented in this project Report.

The rationale behind visiting the Surana Honda company and

preparing the Project Report is to study of analysing the consumer

buying behavior (+ith special reference to bi*es customers in

Bhopal )
 DECLARATION

I$ Dinesh Te*+ani$ student of BBA 6th Semester$ from The /agran

La*ecity University$ Bhopal (M.P).

I$ hereby declare that the Research 3or* entitled 4 Consumer

buying behaviour with special reference to bikes customers in
Bhopal $ is an original piece of research +or* carried out by me
under the guidance and supervision of Mrs. Sume(ha Sharma.

The information has been collected from genuine 5 authentic

sources. I have put in all my efforts to ma*e this project successful
and I +ould feel very much grateful for having such projects in
future also. I also declare that this Research Report has not been
submitted to any other university/Institute for the a+ard of any
degree or any professional diploma. The +or* has been submitted
in partial fulfillment of Bachelor of Business Administration
(BBA)

Place 7 Bhopal

Dinesh Tekwani
BBA 6th Semester
/agran La*ecity
University Bhopal
 CERTIFICATE

This is to certify that the Project 3or* Title )* Consumer

buying behaviour with special reference to bikes customers in

Bhopal 84 is bonafide +or* of 9Dinesh Tekwani8$

9+013BBA0+68 underta*en for the partial fulfillment of

Bachelor Of Business A(ministration 0BBA ) Degree of

Barkatullah 1niversity under my guidance. This project +or* is

original and has not been submitted earlier for the a+ard of any

degree /diploma or associate ship of any other

University/Institution.

Signature of the Guide

Name 5 designation
 CONTENTS

Chapter-1

1. Rationale of the project (+hy project )

2. <bjectives of the study
a. primary
b. secondary
). Methodology
a. source of information
b sampling method
c. sampling method
d. Tools used for analysis 5 interpretation
e. geographical area covered
f. limitations
Chapter : 2
1. Introduction to the topic
2. Profile of the organization (Honda$ Hero$ >amaha$ Bajaj)
Chapter -3
Data analysis
1. Data presentation and interpretation

Chapter -4
1. Major findings
2. Conclusion 5suggestions
• Bibliography
• References
• 3ebsites
• Anne@ure
 CHAPTER -1

RATIONALE OF T5E PROJECT

Selling of any product$ there is needed to build relationship +ith

customer. For building a relationship there is need for *no+ing the
customer behavior and ho+ +ill be they be satisfied? This project
is underta*en to *no+ the customer behavior 5 satisfaction level
for Motorcycle in Bhopal (Also through this project get a+areness
that +hich factors affect on the selling of bi*e mainly in the rural
area. Because the area +here project +as undergoing$ it is urban
area and most population income depends on business activities or
its products. There +ere some limitations +hile doing the project.
The data +as collected by personal intervie+s of the respondents.
It +as very challenging to fill up the questionnaire as most of the
population +as so busy. As it +as the urban area +e +ere
supposed to e@plain each and every question of the questionnaire.
Also many of them did not sho+ any interest in filling
questionnaires.

This study +ill help Honda to *no+ the most popular +ay by
+hich they are providing services and quality to the customers and
to *no+ various customers Perceptions. From the study$ +e found
that$ the customers +ere highly satisfied +ith the products and
service of Honda$ but there +ere some complaints regarding after
sales service and staff of Honda. It +as found that Honda
Motorcycle is having a good brand image in the mar*et. Most of
the respondents considered Honda sho+room is one of the best
places to purchase of Motorcycle. The present is the era of
customers. Customers are more *no+ledgeable than ever before
and because the customer is more *no+ledgeable$ companies
must be faster$ more agile and more creative than fe+ years ago.
So companies should strive to enhance customer satisfaction
through
*no+ing their e@pectations regarding products. Honda should
improve on their after sales support$ and have *no+ledgeable
support staff. Also Hero Honda should increase the range of its
targeted mar*et.
 OBJECTIVES OF THE STUDY

PRIMARY OBJECTIVES C

1. To *no+ the buying behaviour of customers +hile

purchasing bi*es .

2. To *no+ the mar*et position of bi*e brands in the mar*et .

SOURCES OF DATA
The sources of data collection methods are as follo+s.

PRIMARY DATA :

Through quesstionnare method

C-The primary data is that +hich details +e collect first timefrom

the mar*et and also used first time in the research. 3e also say that the
information is first time in the research decision. To collect the primary
data questionnaire is prepared structure non-disguise
questionnaire is prepared .
 LIMITATIONS OF THE STUDY

1 . 3hen the buyer are busy +e cant get the accurate data from
them .

2. I have only covered the Bhopal customers because of less time .

). During survey many of the respondents +ere not ready to fill

questtionnare
 METHODOLODY

SOURCES OF DATA
The sources of data collection methods are as follo+s.

a) Primary data-:

C-The primary data is that +hich details +e collect first time from
the mar*et and also used first time in the research. 3e also say that the information is first ti
questionnaire is prepared.

Questionnaire

A questionnaire is a research instrument consisting of a series of questions and other prom

for statistical analysis of the responses

b) sampling method -:The sampling method +hich +as used

+as random sampling method
 Sampling is concerned +ith the selection of a subset of individuals
from +ithin a statistical population to estimate characteristics of

the +hole population. Acceptance sampling is used to determine if

a production lot of material meets the governing specifications.

T+o advantages of sampling are that the cost is lo+er and data
collection is faster than measuring the entire population.

C) sample size-:

• Sample size +as ta*en as )0 +hich consists of fifteen

students and 15 professionals

D) Tools used for analysis and interpretation :-

Mean :
Themeanisthearithmeticaverageofasetofvalues$or
distributionD ho+ever$ for s*e+ed distributions$ the mean is not

necessarily the same as the middle value (median)$ or the most

li*ely (mode)

Percentage :-

The percentage is used +hile ma*ing graphs .

Graphs

Graphical representation is also being done in order to understand

the buying behaviour of consumers .

e) geographical area covered :-

The geographical area covered +hile doing the research project

+as Bhopal +hich includes Eoh e Fiza Surana Honda BGS
Honda Berasia road
 LIMITATIONS OF THE STUDY

1 . 3hen the buyer are busy +e cant accurate data from customers

2. I have only covered the Bhopal customers because of less time .

). During survey many of the respondents +ere not ready to fill

questtionnare
 CHAPTER-II

CONSUMER BUYING BEHAVIOUR

The main aim of mar*eting is meet and satisfy target customers

need and +ants. Buying behaviour refers to the peoples or
organization conduct activities and together +ith the impact of
various influence on them to+ards ma*ing decision on purchase of
product and service in a mar*et. The field of consumer buying
behaviour studies ho+ individuals roups and organization select
ideas or e@perience to satisfy their needs and desires
understanding consumer behaviour and *no+ing customer are
never simple . the
+ealth of products and service produced in a country ma*e oru
economy strong . The behaviour of human being during the
purchase is being termed as buyer behaviour . Customer says one
thing but do another . They may not be I touch +ith their deeper
motivations . They are responding to influences that change their
mind at the last minute . A buyer ma*es ta*e a decision +hether
save or spend the money .
 DEFINITION OF BUYING BEHAVIOUR

Buying behviour is all psychological social an physical

behaviours of potential as they become a+are of potential
customers as they become a+are of evaluate $purchase$ consume
and tell others about the product and service .

Consumer Buying Decision Process There are follo+ing five

stages in consumer buying decision process.

1. Problem identification:-
The buying process starts +hen the buyer recognizes a problem
or need. The need can be triggered by internal or e@ternal
[Link]*eters need to identify the circumstances that trigger a
particular need. By gathering information from a number of consu
mers$ Mar*eters can identify the most frequent stimuli that spar*
an interest in a product category. They can then develop
mar*eting strategies that trigger consumer interest.

2. Information Search:-
The consumer tries to collect information regarding various produc
ts/service. Through gathering information$ the consumer learns
about completing brands and their features. Information may be
collected form magazines$ catalogues$ retailers$ friends$
familymembers$ business association$ commercial$ chamber of co
mmerce$ telephone directory$ trade fair etc. Mar*eters should
findout the source of information and their relative degree of impor
tance to the consumes.

Personal Sources3
Family$ friends$ neighbor$ as quittances.

Commercial Source3
Advertising$ sales persons$ dealers$ pac*aging$ displays.

Public sources
Mass media$ consumer$ rating organizations.

E>perimental sources
Handling. E@amine$ using the product.
YAMAHA :

Yamaha Motor Company Limited $ is a /apanese motorized

vehicle-producing company. >amaha Motor is part of >amaha
Corporation and its headquarter is located in I+ata$ Shizuo*a.
Along +ith e@panding >amaha Corporation into the +orldFs
biggest piano ma*er$ then >amaha CE< Genichi Ea+a*ami too*
>amaha into the field of motorized vehicles on /uly 1$ 1G55. The
companyFs intensive research into metal alloys for use in acoustic
pianos had given >amaha +ide *no+ledge of the ma*ing of
light+eight$ yet sturdy and reliable metal constructions. This
*no+ledge +as easily applied to the ma*ing of metal frames and
motor parts for motorcycles. >amaha Motor
produces motorcycles$ all-terrain vehicles$ boats$ marine
engines including outboards$ automobile engines$ personal
+atercraft and sno+mobiles.

The >amaha corporate logo is composed of three tuning

for*s placed on top of each other in a triangular pattern.

In 2000$ Toyota and >amaha Corporation made a capital alliance in

+hich Toyota paid >amaha Corporation H10.5 billion for a 5 per
 cent share in >amaha Motor Company$ +hile >amaha and >amaha
Motor each bought 500$000 shares of Toyota stoc* in return.

>amaha Motor Company +as founded by Tora*usu >amaha (in

/apanese Yamaha Torakusu)D Yamaha means Imountain leafI.

HERO:

Hero Motocorp Ltd.$ formerly Hero Honda$ is an Indian

motorcycle and scooter manufacturer based in Ne+ Delhi$ India.
Hero Honda started in 1GJK as a joint venture bet+een Hero
Cycles of India and Honda of /apan. 9K8 The company is the largest
t+o +heeler manufacturer in India. 958 The 2006 Forbes 200 Most
Respected companies list has Hero Honda Motors ran*ed at L10J.

In 2010$ +hen Honda decided to move out of the joint venture$

9M8
Hero Group bought the shares held by Honda.9J8 Subsequently$
in August 2011 the company +as renamed Hero MotoCorp +ith a
ne+ corporate identity.9G8 <n K /une 2012$Hero Motocorp
approved a proposal to merge the investment arm of its parent
Hero Investment Pvt. Ltd. into the automa*er. The decision comes
after 1J months of its split from Honda Motors. 910
BAJAJ :

Bajaj Auto Limited is an Indian auothorized vehicle-producing

company. Bajaj Auto is a part of Bajaj Group. It +as founded
by /amnalal Bajaj at Rajasthan in the 1G)0s. It is based
in Pune$ Mumbai$ +ith plants inCha*an (Pune)$ 3aluj
(near Aurangabad) and Pantnagarin Uttara*hand. The oldest plant
at A*urdi (Pune) no+ houses the R5D centre Ahead. Bajaj Auto
ma*es and e@ports automobiles$ scooters$ motorcycles and auto
ric*sha+s.

Bajaj Auto is the +orldNs third-largest manufacturer of

motorcycles and the second-largest in India.

The Forbes Global 2000 list for the year 2005 ran*ed Bajaj Auto
at 1$GK6.9)8 It features at 16)G in Forbes 2011 list.

The company has changed its image from a scooter manufacturer

to a t+o-+heeler manufacturer. Its product range encompasses
scooterettes$ scooters and motorcycles. Its gro+th has come in the
last four years after successful introduction of models in the
motorcycle segment.

HONDA :
 Honda has been the +orldFs largest motorcycle manufacturer since
1G5G$as +ell as the +orldFs largest manufacturer ofinternal combustion engines measure

became the second-largest /apanese automobile

[Link] +asthe eighth largest automobile
manufacturerin the+orldbehind General Motors$ Ool*s+agen
Group$ Toyota$ HyundaiMotor Group$ Ford$ Nissan$and PSA in
2011.
1. Which brand do you prefer for bikeS ?

Honda Bajaj Yanaha Hero

10 12 7 1

INTERPRETATION:

BAJAJ IS BEING PREFERED BY MOST OF THE

CONSUMERS .
2. Which bike do you find confortable?

Honda Bajaj Yanaha Hero

0 1 4 25
3. Which notor bike provideS you with
good after Sale Service ?

Honda Bajaj Yanaha Hero

15 5 6 4
4. Which notor bike brand provideS you
with better nileage?

Honda Bajaj Yanaha Hero

15 10 0 5
5. Which brand provideS you with nore
attributeS or characteriSticS
(SuSpenSion, nacwheelS , horn )

Honda Bajaj Yanaha Hero

18 12 0 0
6. Which notor bike brand iS nore
econonical?

Honda Bajaj Yanaha Hero

10 3 17 0
7. Which bike brand do you think iS nore
environnent friendly?

Honda Bajaj Yanaha Hero

5 17 3 5
8. Kindly rate the aS per your
brandS
knowledge (1 to 4)?
Yanaha Hero Bajaj Honda

12 15 2 1
9. Which brand you think provideS you
nore StyliSh bikeS ?

Yanaha Hero Bajaj Honda

4 13 7 6
10. Which bikeS brand advertiSenent
you noSt ? attracted

Yanaha Hero Bajaj Honda

8 10 5 7
 SUGGESTIONS

1. Hero should introduce a lo+ price bi*e .

2. For the promotion$ company should ma*e road-sho+ that +ill

).Increase the sales. The company should concentrate more on the

advertisement.

K. Honda Company should implement a ne+ strategy to reduce the

competition and lead into the bi*e mar*et.

5. As people e@pect more mileage per *ilometer$

company should increase
the mileage of the hero Honda bi*e.

6. >amaha should ma*e a sports bi*e li*e to Ea+asa*i Suzu*i

Hyabusa bi*es +hich can run +ith ma@imum speeds.

BIBLIOGRAPHY
 Books :
[Link]*eting research$ [Link]$ Third Edition$ Tata McGra+Hill Publishing Company

[Link]*eting management$ Philip Eotler$ T+elth (Millennium)editi

on$ Prentice-Hall of India Private Limited$ Ne+ Delhi$ 200)

Websites
).+++.[Link]

K +++.[Link]

5. +++.[Link] 6.++

+.[Link]
 A STUDY ON CONSUMER BUYING BEHAVIOUR

( WITH SPECIAL REFERENCE TO MOTORBIKE

cuStoner of Bhopal)

QueStionnaire

NAME : AGE :
CONTACT- NO :

1. Which brand do you prefer for bikes ?

1 .Honda [Link]

3. Yamaha 4. Hero

2. Which bike do you find comfortable?

1. Hero [Link]

3. Bajaj [Link]

3. Which motor bike provides you with good

after sale service ?

1. Honda [Link]

3. Hero 4. Bajaj

4. Which motor bike brand provides you with

better mileage?

1. Honda 2. Yamaha
3. Hero [Link]

5. Which brand provides you with more attributes or

characteristics (suspension, macwheels , horn )

1. Honda [Link]

3. Hero 4. Bajaj

6. Which motor bike brand is more economical?

1. Yamaha 2. Hero

3. Bajaj 4. Honda

7. Which bike brand do you think is

more environment friendly?

1. Bajaj 2.
Hero

3. Honda 4.
Yamaha

8. Kindly rate the brands as per your knowledge (1

to 4)?

1. Yamaha

2. Hero

3. Bajaj