A Study on Two Wheeler Customer's Purchasing Pattern

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A STUDY ON TWO WHEELER CUSTOMER’S PURCHASING PATTERN IN RELIANCE HERO MOTOR COMPANY PVT LTD

A SUMMER PROJECT REPORT

Submitted by

in partial fulfilment of requirement for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION

DEPARTMENT OF MANAGEMENT STUDIES
SAVEETHA ENGINEERING COLLEGE
ANNA UNIVERSITY
CHENNAI 600025

AUGUST 2012

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Certified that this project report titled “A STUDY ON “PURCHASING BEHAVIOUR PATTERN IN TWO WHEELER MOTORS” IN RELIANCE HERO MOTOR COMPANY PVT LTD” is the bonafide work of

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The combination of these factors help the consumer in decision making further Psychological factors that as individual consumer needs, motivations, perceptions attitudes, the learning process personality characteristics are the similarities, which operate across the different types of people and influence their Behavior.
There are four major factors which influences on the buying Behaviour of consumer.

1. Cultural factors
2. Social factors
3. Personal factors
4. Psychological factors
So a study had been conducted on TWO WHEELER CUSTOMER’S PURCHASING PATTERN in the twin cities i.e. Chennai city with a sample of 100 consumers by selecting two wheeler motor bikes i.e. Hero Honda bikes and data had been collected through structured questionnaire.

Marketing starts with the consumers and ends with the consumer. Satisfaction of the consumers becomes the most important goal of a business enterprise.
The effort to ensure consumer satisfaction lies in understanding the consumer, his likes dislikes, his expectations and motivation.

An analysis of the consumer’s Behavior in terms of consumer consumption patterns, consumer preferences, consumer motivation, consumer buying process and shopping Behavior is very much helpful to formulate a firm’s marketing strategy.

All the business activities should be carried out in ways which are directed towards the satisfaction of the consumer needs. A consumer decision to purchase a particular brand of motor cycle

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