15-05-2012, 12:50 PM
Hero MotoCorp
[attachment=22083]
INTRODUCTION:
Hero MotoCorp 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 Japan. The company is the largest two wheeler manufacturer in India. In December 2010, the Board of Directors of the Hero Honda Group have decided to terminate the joint venture between Hero Group of India and Honda of Japan in a phased manner. The Hero Group would buy out the 26% stake of the Honda in JV Hero Honda.
There are concerns that the Hero Group might not be able to sustain the performance of the Joint Venture alone. The new brand identity and logo, Hero MotoCorp, was revealed on 9 August 2011 in London.
\STATEMENT OF THE PROBLEM:
The termination of joint venture between ‘Hero Group’ and 'Honda Group' leading to the emergence of ‘Hero Motocorp’ is one of the most notable recent brand building exercise of a company in the Indian scenario.
This study is conducted to assess customer perception of internet based promotional activities of Hero MotoCorp.
OBJECTIVES OF THE STUDY:
Following are the objectives:
1) To assess the customer perception of internet based promotional activities of HeroMotoCorp
2) To measure the brand awareness of ‘Hero MotoCorp’
3) To measure the impact of internet based promotional tools of ‘Hero MotoCorp' on customers’ purchase decision.
RESEARCH METHODOLOGY:
Research Design: The research design is descriptive in nature because this study wants to portray the perception of a group of customers towards internet based promotional activities of Hero MotoCorp
Data Sources: Primary and Secondary data sources are used.
Sample size: The sample size of the study is 100
Research Instruments:
o Data Collection Tools
Structured Questionnaire is used for getting the response of customers.
o Data Analysis Tools
Chi-Square Test,Percentage Analysis and Standard deviation
Variables for Study:
• Profile of respondents
o Gender
o Age of respondents,
o Income
o Occupation
To study the impact of internet based promotional tools
o Awareness about Hero MotoCorp
o Attractiveness of Website
o Attractiveness of Internet advertisements
o View sharing in social networking sites
o Impact of e-news
To identify the various features that provide information to the customers
o price of product,
o Various offers by the company
o Technical Specifications: Engine, Displacements, Gearbox, Electricals
o Service
o Technology
o Style
o Fuel efficiency
o Safety
o Comfort
[attachment=22083]
INTRODUCTION:
Hero MotoCorp 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 Japan. The company is the largest two wheeler manufacturer in India. In December 2010, the Board of Directors of the Hero Honda Group have decided to terminate the joint venture between Hero Group of India and Honda of Japan in a phased manner. The Hero Group would buy out the 26% stake of the Honda in JV Hero Honda.
There are concerns that the Hero Group might not be able to sustain the performance of the Joint Venture alone. The new brand identity and logo, Hero MotoCorp, was revealed on 9 August 2011 in London.
\STATEMENT OF THE PROBLEM:
The termination of joint venture between ‘Hero Group’ and 'Honda Group' leading to the emergence of ‘Hero Motocorp’ is one of the most notable recent brand building exercise of a company in the Indian scenario.
This study is conducted to assess customer perception of internet based promotional activities of Hero MotoCorp.
OBJECTIVES OF THE STUDY:
Following are the objectives:
1) To assess the customer perception of internet based promotional activities of HeroMotoCorp
2) To measure the brand awareness of ‘Hero MotoCorp’
3) To measure the impact of internet based promotional tools of ‘Hero MotoCorp' on customers’ purchase decision.
RESEARCH METHODOLOGY:
Research Design: The research design is descriptive in nature because this study wants to portray the perception of a group of customers towards internet based promotional activities of Hero MotoCorp
Data Sources: Primary and Secondary data sources are used.
Sample size: The sample size of the study is 100
Research Instruments:
o Data Collection Tools
Structured Questionnaire is used for getting the response of customers.
o Data Analysis Tools
Chi-Square Test,Percentage Analysis and Standard deviation
Variables for Study:
• Profile of respondents
o Gender
o Age of respondents,
o Income
o Occupation
To study the impact of internet based promotional tools
o Awareness about Hero MotoCorp
o Attractiveness of Website
o Attractiveness of Internet advertisements
o View sharing in social networking sites
o Impact of e-news
To identify the various features that provide information to the customers
o price of product,
o Various offers by the company
o Technical Specifications: Engine, Displacements, Gearbox, Electricals
o Service
o Technology
o Style
o Fuel efficiency
o Safety
o Comfort