Research Report

Topics: Marketing, Motorcycle, Marketing plan Pages: 12 (3611 words) Published: March 23, 2013
Chapter 1

Into days world customer is the key of the success of any business customer perception and it’s satisfaction level play very crucial role to sale the product.that’s why I decide to keep the project title related this key factor called “CONSUMER PERCEPTION TOWARDS HONDA MOTERCYCLES IN RURAL AREA OF ALLAHABAD” The main purpose of study was to know the customer buying perception or behavior and demand into the mind of customer of “RURAL AREA OF ALLAHABAD”because of customer always say something and does something.At the same time as there are many auto mobile companies manufacturing the motercycles, idea about thinking of customer on whether,what ,how and whom to purchase the motor bike. Therefore research is required to measure present consumer buying perception or behavior of Honda bikes.

Two-Wheeler industry is one of the largest industries in the automobile sector of global market. Being the leader in product and process technologies in the manufacturing sector, it has been recognized as one of the drivers of economic growth. During the last decade, well¬-directed efforts have been made to provide a new look to the automobile policy for realizing the sector's full potential for the economy. The liberalization policies have led tocontinuous increase in competition which has ultimately resulted in modernization in line with the global standards as well as in substantial cut in prices. Aggressive marketing by the auto finance companies have also played a significant role in boosting automobile demand, especially from the population in the middle income group. Presently many international brands like Honda, Suzuki, etc. are competing with Indian brands such as Hero, Bajaj, and T V S, etc. to capture Indian markets. These aggressive marketing strategies have resulted in making the consumer the major key for success in the industry. Each product offering is now designed to meet and exceed the expectations of the consumer. But understanding consumer behavior and knowing consumers is never simple. And it is more difficult that to understand what a consumer perceives about the product. Customers may say one thing but do another. They may not be in touch with their deeper motivations. They may respond to influences that change their minds at the last moment. Small companies such as a corner grocery store and huge corporations stand to profit from understanding how and why their consumers buy. 1.2 BACKGROUND OF STUDY

1.2.1. Market
The term market may be considered as a convenient meeting place where buyers and sellers gather together for the exchange of goods and services. Market means a group of  people having unmet wants, purchasing power to make their demand effective and thewill to spend their income to fulfill those wants. Today a market is equated with the total demand. The American marketing association defines a market, ‘as the aggregate demand of  potential buyers for a product or service’. Under keen competition, a marketer wants to create or capture and retain the market i.e. customer demand through an appropriate marketing mix offered to a target market. The market offering i.e. supply must meet customer demand, which are unmet needs and desires. 1.2.2. Marketing

Marketing is a comprehensive term and it includes all resources and set of activitiesnecessary to direct and facilitate the flow of goods and services form the producer to theconsumer through the process of distribution. Businessmen regards marketing as amanagement function to plan promote and deliver products to the clients or customers.Human efforts, finance and management constitute the primary resources in marketing.We have twin activities, which are most significant in marketing:1.Matching the product with demand i.e. customer needs and desires or the targetmarket.2.The transfer of ownership and possession at every stage in the flow of goods from the primary...
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