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Transcript of 72171513-Final-Project-Mehul-Jogadiya.doc
CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.
LANDMARK AUTOMOBILE PVT.LTD. 1
TRAINING & PROJECT REPORT
ON
OPERATION OF CONSUMER BUYING BEHAVIOUR
H0NDA SIEL CARS INDIA LTD.
AT
LANDMARK HONDA
A PROJECT REPORT SBUMITTED IN PARTIAL FULFILLMENT OF THE REQEIRMENT
OF
BACHELER OF BUSINESS ADMINISTRATION
To
BHAVNAGAR UNIVERSITY,BHAVNAGAR
By
Jogadiya Mehul M.
SWAMI SAHAJANAND COLLEGE OF COMMERCE AND MANAGEMENT
BEHIND UNIVERSITY KARYALAY,ISCON MEGACITY
BHAVNAGAR.
BATCH-2008-11
CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.
CANDIDATE’S STATEMENT
I undersigned JOGADIYA MEHUL M. The student of T.Y.B.B.A.
Here by declare that the project work presented in this report is my own work and
has carried it out under the guidance of Mrs.PREETI UPADHYAY of SWAMI
SAHJANAND COLLAGE OF COMMERCE AND MANAGEMENT, BHAVNAGAR.
DATE: - SIGNATURE
PLACE: - BHAVNAGAR ( JOGADIYA MEHUL M.)
LANDMARK AUTOMOBILE PVT.LTD. 2
CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.
LANDMARK AUTOMOBILE PVT.LTD. 3
CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.
PREFACE
“Experience is the best teacher.”
This provide play a guiding role in including industrial visit as a part of the
curriculum of the BBA programmer at Bhavnagar University. This visit is and a
LANDMARK AUTOMOBILE PVT.LTD. 4
CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.
consequent report on in has allowed the student to get exposure to real business
environment.
Only theory knowledge doesn’t impart complete education, practical exposure
must accompany theoretical knowledge to add meaning to education.
To fulfill their objective industrial visit has been integral part of BBA
programmer. Such practical training develops awareness in the management as
challenges of the business world.
We were taken to “Landmark Honda” as I have trial my level best to present a
project report based on the visit.
ACKNOWLEDGEMENT
The successful completion of this project would not have been possible
without co-operation and support of my teacher, friends and above all my college.
LANDMARK AUTOMOBILE PVT.LTD. 5
CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.
I forward my gratitude to respected director and also extend my thanks to
my co-ordinater Mrs.Pooja Mehta & project guide Mrs.Preeti Upadhyay for
important of value guidance and co-operate day in the visit and in the making of this
report.
I am also thankful to the personnel of “Landmark Honda” for giving us their
valuable time my special acknowledgement to them who inform as above very detail
of the organization and for a company throughout unit.
Last but not the least I am thankful to Bhavnagar University for introducing
industrial visit as an internal part in BBA programme without we should have no
experience of real business.
Name :- Jogadiya Mehul M.
Class :- T.Y.B.B.A
Div :- C
Roll no :- 207
CONTENT
SR.NO. PARTICULARS PAGE NO.
1. Introduction of Car Industries 7
2. General Information 11
LANDMARK AUTOMOBILE PVT.LTD. 6
CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.
3. About Honda’s Product 24
4. Background of Topic 31
5. Research Methodology 42
6. Data Analysis & Interpretation 47
7. Overall Findings 67
8. Conclusion 68
9. Limitations 69
10. Suggestion 70
11. Bibliography 71
12. Annexure/Questionnaire 72
INTRODUCTION TO THE INDIAN CAR INDUSTRY
MNCs need to carefully plan their entry into emerging markets. Early
commitments to a market often result in first mover advantages that are difficult
to replicate. On the other hand, later entrants have the opportunity to learn from
the mistakes of the first entrant. The Indian car market offers useful lessons in this
context. In Indian Government removed several restrictions in a bid to attract
foreign investors into the automobile industry. Among the first to enter was
LANDMARK AUTOMOBILE PVT.LTD. 7
CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.
Daewoo of South Korea, with its model Cielo, targeted at the upper end of the
market. Other MNCs such as Ford and General Motors also entered the Indian
market, followed by Hyundai, Honda, Toyota and Volkswagen. In this case, we
shall examine the strategies of some of the major players in the Rs. 18,500/-
crore Indian car market and how successful they have been till date. The case is
relevant to the issues being covered in this book as the Indian car industry is
completely dominated by MNCs*, barring the lone exception, Telco.
After the new industrial revolution considerable changes have taken
place in the transportation sector, in 11 years. The Indian Car Market has
undergone phenomenal changes from the seller’s market to the buyer’s market.
The market is flooded with mid-sized cars of different segments like:-
Today we see the unusual spectacle of too many cars chasing too few
Indians. Today, one can observe that as compared to a few years back, in
today’s automobile market, a principal company offers a wide rang of models of
different segment and their variants.
Like India’s new-car industry, the used- car segment is booming, while at
the same time reflecting changing Indian lifestyles and outlooks. Unofficial
estimates gauge the unregulated used- car industry as worth US$ 3.28
billion. Organized used – car business is estimated at a more $656 million,
though no concrete studies have been conducted. But this might change, as auto
majors are now starting to open their own used-car shops, altering the haphazard
way this business was earlier conducted. They offer quality checks, evaluation,
warranties, after-sales service and rock- bottom loan options.
Analysts had expected that the tendency of car owners in
developed markets to replace their cars once in three of four years would catch
on in India by 2010-12. But the trend already seems to have arrived. “Earlier we
had people owing the same car for 20-30 years,” says Rana Sethi, partner of
LANDMARK AUTOMOBILE PVT.LTD. 8
CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.
used-cars dealer Popular Car Bazaar in suburban Mumbai. : “Now we have
customers changing cars every four months.”
Refusing to be denied a slice of India’s growing car- sales cake, leading
automatic makers have now entered the used-car mela (boisterous festival).
Sporting a separate brand name, manufacturers use their new-car networks to
sell used vehicle as well. Skoda has its Signature series, Ford India wants to
expand is used-car dealership – called Ford Assured – Maruti Udyog launched
True Value and Honda has Siel’s Auto Terrace.
Meanwhile, even as used – car sales soar, signs indicate that India’s
new-car market might be leveling out. After witnessing a growth-rate high of 30%
in April, sales barely touched a 10% improvement in year-on-year figures for
May. According to figures from the Society of Indian Automobile manufacturers
(SIAM), the apex body of 34 auto and auto-engine makers in India, 60,618 new
cars were sold in May, compared with 55,165 units in the same month in 2003.
But the dip id being put down to political uncertainty and a stock market dive after
May’s elections in which a Congress Party-led government came into power.
SIAM has also controversially proposed that the government scrap
about 70 million old vehicles, including 15-years-old cars and 10-years-old
commercial vehicles. Purportedly on anti-pollution, safety and health grounds, the
move could fetch the central government $984.6 million in taxes. Automakers as
well could obviously enjoy bigger benefits from enforced car buying, particularly
used-car dealers.
Expectedly, commercial-vehicle owners who own these “ancient” vehicles
are fuming. The All India Motor Transport Congress says SIAM simply wants to
sell more cars, and believes that India’s economy is “not ripe enough” to scrap
15-years-old vehicles. They threaten to launch an agitation campaign if the
government implements the proposal.
LANDMARK AUTOMOBILE PVT.LTD. 9
CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.
“If you think deeply enough, ordinary Indian middle-class people
are better off not owing a car just to show off that ‘we too own a car’, “Nair says
with wisdom from hindsight, “Unless the employers pay a good travel allowance
for fuel.”
A
Segment
B
Segment
C
Segment
Upper C
Segment
D
Segment
SUV
Segment
MUV
Segment
Maruti
800
Maruti ZEN/Estilo
Honda City Honda
Civic
Honda
Accord
Honda
CR –V
Mahindra
Scorpio
Maruti
OMNI
Hyundai
Santro
Hyundai
Accent/Verna
Hyundai
Elantra
Toyota
Camry
Hyundai
Terracan
Mahindra
Bolero
Maruti
Wagon-R
Chevrolette
Optra/Aveo
Hyundai
Tucson
Ford
Mondeo
Hyundai
Tuscon
Toyota
Qualish
Fiat Uno Maruti Toyota Opel Mitsubishi Toyota
LANDMARK AUTOMOBILE PVT.LTD. 10
CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.
Varsa Corolla Vectra Prado/Pajaro
Innova
TATA
Indica
Maruti
Esteem
Skoda
Octavia
Hyundai
Sonata
Embera
Grand
Vitara
Maruti
Gypsy
Gets Ford Fiesta Ford
Endeavor
GM
Tavera
Maruti
Alto
Maruti
Baleno
Toyota
Land
Crusier
Ford
Tempo
Trax
Maruti
Swift
Ford Escort Mercedes
M class
Fordtempo
Traveler
GM Opel
Corsa
TATA
Sumo
Mercedeze
Benz
TATA
Safari
GENERAL INFORMATION
Sr. No. Particulars Page No.
1. Introduction 12
2. History Of Honda Siel Cars India Ltd. (HSCI) 14
3. Founders 15
4. Honda’s Global Vision 15
LANDMARK AUTOMOBILE PVT.LTD. 11
CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.
5. Project At A Glance 16
6. B.O.D. & Corporate Auditors 18
7. Size And Form Of Organization 19
8. Plant Location & Plant Layout 19
9. Organization Chart 20
10. Dealership Network 21
INTRODUCTION TO HONDA SIEL CARS INDIA
Honda Siel Cars India Ltd., (HSCI) was incorporated in December
1995 as a joint venture between Honda Motor Co. Ltd., Japan and Siel Limited, a
Siddharth Shriram Group company, with a commitment to providing Honda's
latest passenger car models and technologies, to the Indian customers. The total
investment made by the company in India till date is over Rs. 800 crores.
.
LANDMARK AUTOMOBILE PVT.LTD. 12
CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.
While the company sold its first 50,000 units in nearly five years, it is
today geared to sell more than 50,000 units in a single year. The Honda City, its
first offering introduced in 1997, revolutionized the Indian passenger car market
and has ever since been recognized as an engineering marvel in the Indian
automobile industry. Thereafter, HSCI launched its high-end models the Accord
and the SUV, CRV. The City ZX, JAZZ, introduced in its new avatar in 2003,
replicated the success of the earlier car. The Honda Civic, launched in India in
July 2006, too has matched the success of other Honda models and has proved
an instant hit with Indian customers.
The green-field project, spread over 150 acres, is located at Greater
Noida in Uttar Pradesh. The initial installed capacity of the plan was 30,000 cars
per annum, on two-shift basis. This is under expansion to 50,000 cars per annum
in this financial year, with a cumulative investment of over Rs. 800 crore.
currently, the plan is being run on two shifts.
The Company has plant to future raise the capacity to almost 100,000
cars per annum by the year 2011.
Company’s product include the 8th Generation Honda ‘ACCORD’,
launched in Auguest,2003 and new Honda ‘CITY’, launched in October, 2003
The company is also engaged in selling its CR-V and Civic model through the
CBU (Complete Built Unit) importation programmed from Japan.
In addition to meeting the growing demands of its popular models – City &
Accord. The “All New Civic , CR-V & JAZZ” will be a true global car model, which
will be offered to the Indian customers.
LANDMARK AUTOMOBILE PVT.LTD. 13
CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.
Cumulative sales till March 2006 are over 1,14,000 cars, which include
about 2,800 unit of CR-V model. Gross sales turnover for the year 2005-’06 was
over Rs. 2,600 crores and the net profit was Rs. 132 crores. The Company has
also exported CBU and components worth Rs. 11.6 crores during 2005-’06.
HISTORT OF HONDA SIEL CARS INDIA LTD. (HSCI)
LANDMARK AUTOMOBILE PVT.LTD. 14
CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.
HSCI was established in December 1995, with Honda Motor Co.,
(Japan) and Siel Ltd. (India) being the key promoters. The company figures
among the top players in the Indian premium and luxury car market.
HSCI started commercial production in December 1997 with its
indigenous level at over 50 %, which has been raised progressively and is
currently over 72%.
Honda Siel introduced the Honda City Car, an extremely successful
engineering marvel, in India in December 1997. In August 2000, Honda Siel
added to the line-up by introducing the Honda City VTEC.
The internationally successful Honda Accord was launched in July
2001. The company introduced its latest version, the all- new Seventh
Generation Honda Accord, in July 2003.
FOUNDERS: -
The history of the Honda Motor Company
began with the vision of man – Soichiro Honda.
His dream was personal mobility for everyone.
Soichiro Honda founded the Honda Motor
LANDMARK AUTOMOBILE PVT.LTD. 15
CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.
Company in 1948. In the same year, he designed and engineered the first
product of this company a 50 cc motorized bike on a bicycle frame – in his
small shed at Hamamatsu. Today, as we celebrate our 50th Anniversary,
Honda is a global company with a global viewpoint and a five-region global
strategy this is reflected in a solid commitment
to local markets and economies.
HONDA’S GLOBAL VISION: -
Soichiro’s vision was international in character. His desire was to lead
the world in technology, and make a significant contribution to the creation of
a better society. As a result, most of the products that Honda developed
started out by making a difference. Whether it was the CVCC engine in the
sixties or the solar powered car of the nineties, they all sought to challenge
and overcome conventional wisdom.
PROJECT AT A GLANCE: -
Name :Honda Siel Cars India Ltd.
Year of Establishment :1997.
Promoter :Soichiro Honda.
Slogan of the Company : The Power Of Dreams.
Registered Office :Plot A1, Sector – 40/41,
Surajpur Kasna Road,
LANDMARK AUTOMOBILE PVT.LTD. 16
CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.
Greater Gautam Baddha Nagar,
Uttar Pradesh – 20307.
Ph. – 011-561321-327.
Office Address :2nd floor, Kamal Theater Complex,
Safdarjun Enclave, New Delhi 110 029
Ph. 011-6170533, 6182493, 6183901
Fax : 011-6183884.
Plant Address : A-1, Sector 40/41 (Kasna),
Greater Noida Industrial Area,
Kasna Surajpur Road, Uttar Pradesh.
Ph. –011-8561262, 8561263.
Fax : 011-8561261.
Form of Organization : Multinational Company.
Company’s Principle : Maintaining a global viewpoint, they are
dedicated to supplying products of the highest
quality yet at a reasonable price for worldwide
customer satisfaction.
Collaboration : Honda Motors Company, Japan and SIEL
Group, India.
Products : City ZX , Civic, Accord, CR – V, JAZZ
Competitors : Daimler Chryler India,
Fiat India,
Ford India,
Skoda
Mercedes Benz
LANDMARK AUTOMOBILE PVT.LTD. 17
CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.
General Motors,
Hindustan Motors,
Hyundai Motor India,
Maruti Udyog,
TATA Engineering.
Website of the Company : WWW.HONDACARINDIA.COM
BOARD OF DIRECTORS & CORPORATE AUDITORS :
-
President & CEO : Mr. Masahiro Takadegawa
Representative Director : Mr.Takeo Fukui
LANDMARK AUTOMOBILE PVT.LTD. 18
CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.
Executive Vice President : Mr.Satoshi Aoki.
& Representative Director
Senior Managing and : Mr. Minoru Harada with Representative
Director panel of seven more directors.
Managing Directors : Mr.,Tatsuhiro Oyama.
Director : Mr. Satoru Kishi,
Director and Advisor : Mr.Hiroyuki Yoshino
SIZE AND FORM OF ORGANISATION: -
“ Honda Siel Cars India Ltd.” A joint venture, of “Honda Motor
Company. Japan” and “ SIEL Industries Ltd., India” is a giant scale industry
having an investment of about 800 Crores.
LANDMARK AUTOMOBILE PVT.LTD. 19
CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.
As Honda is having collaboration with mote than 80 companies of
different count rues are formed under the “ Multinational Co.” having
numerous branches or collaboration in other countries of the world.
PLANT LOCATION & PLANT LAYOUT:-
The factory has been set up on a Greenfield site of 150 acres in
Greater Noida Industrial Area in the State of Uttar Pradesh.
In keeping with HMCI’s policy, HMCL has replicated the plant layouts,
procedures and systems that characterize Honda’s operations throughout
Asia. These systems and procedures are tried and tested in other similar
markets for plants of similar capacities.
ORGANIZATION CHART
LANDMARK AUTOMOBILE PVT.LTD. 20
CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.
LANDMARK AUTOMOBILE PVT.LTD. 21
President & CEO
Representative Director
Executive Vice President &
Representative Director
Senior Managing and
Representative Director
Managing Directors
Director
Director and Advisor
Corporate Auditors
Operating Officer
CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.
Dealership Network : -
SR NO.
CITY DEALERS
1. AHMEDABAD LANDMARK HONDA
2. GOA COASTAL HONDA
3. VIJAYWADA SUNDARAM HONDA
4. AGRA HERITAGE HONDA
5. MUMBAI ARYA HONDA
6. GHAZIABAD PRIME HONDA
7. VISHAKAPATNAM SUNDRAM HONDA
8. MADURAI SUNDRAM HONDA
9. BHUBANESWAR HIGHWAY HONDA
10. TRIVANDRUM PENINSULAR HONDA
11. COACHIN PENINSULAR HONDA
12. BHOPAL ABHIKARAN HONDA
13. KANPUR PUSHP HONDA
14. KARNAL PRESTIGE HONDA
15. MOINAGAR RING ROAD HONDA
16. COIMBATORE SUNDARAM HONDA
17. JALANDHAR PRESTIGE HONDA
18. CHANDIGARH PRESTIGE HONDA
19. PATIALA PRESTIGE HONDA
20. LUDHIANA PRESTIGE HONDA
21. PUNE DECCAN HONDA
22. AMRITSAR PRESTIGE HONDA
23. RAJKOT LANDMARK HONDA
LANDMARK AUTOMOBILE PVT.LTD. 22
CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.
24 AURANGABAD DECCAN HONDA
25. CALICUT PENINSULAR HONDA
26. MANGALORE PENINSULAR HONDA
27. BANGALORE DAKSHIN HONDA
28. RAIPUR SHUBH HONDA
29. SECUNDERABAD SUNDARAM HONDA
30. MUMBAI ICHIBAAN HONDA
31. JAIPUR PINKCITY HONDA
32. MUMBAI LINKWAY HONDA
33. NASHIK RISHABH HONDA
34. INDORE ABHIKARAN HONDA
35. DELHI SOUTHEND HONDA
36. NAGPUR BHAVYA HONDA
37. DELHI RING ROAD HONDA
38. BANGALORE WHITEFIELD HONDA
39. KOLKATA WINDSOR HONDA
40. LUCKNOW FORTUNE HONDA
41. GURGAON RING ROAD HONDA
42. CHENNAI SUNDARAM HONDA
43. SURAT BHAVYA HONDA
44. VADODARA KAMDHENU HONDA.
LANDMARK AUTOMOBILE PVT.LTD. 23
CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.
PHOTOGRAF OF DEALERSHIP
LANDMARK HONDA AHEMDABAD
LANDMARK AUTOMOBILE PVT.LTD. 24
CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.
ABOUT HONDA’S PRODUCT
Introduction : -
Honda Siel Cars India Limited is proud of its commitment to offer the
very best of Honda to the Indian customer.
The company has revamped its complete product offering in the year
2003, with new versions for two of its cars, and launch of a new product, the
Honda Civic & CR -V. The old Accord and City cars have been replaced with
new generation cars – the Seventh Generation Accord and the All – New
Honda city. The company has also pioneered a new segment in the Indian
automobile industry with the launch of Honda Civic & CR-V in 2006, which
offers its customers a distinctive combination of ‘the comfort of a Sedan” and ‘
the thrills of an SUV.’ All three Honda products have well accepted and highly
appreciated in the market.
The Honda product family boasts of four names – City ZX, Accord,
Civic , CR-V AND JAZZ each of which stands out in the market and in the
roads, as yet another example of Honda excellence:
Honda City :- OUTPERFORM
LANDMARK AUTOMOBILE PVT.LTD. 25
CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.
Intelligent Dual and Sequential Ignition (i-DSI) engine.
High Performance, High Fuel economy & low toxic emissions.
Twin Spark Plug system.
World Leading friction reduction technology.
Colors:Tafeta White, Alabaster Silver, Nighthawk Black, Galaxy Grey,
New warm Silver, Royal red.
Price :
City 1.5 V AT : Rs. 1,007,700
City 1.5 E MT : Rs. 841,100
City 1.5 S MT : Rs. 888,100
City 1.5 V MT : Rs. 934,100
City 1.5 V MT Exclusive : Rs. 980,100
City 1.5 V AT Exclusive : Rs. 1,053,700
Honda CIVIC :-
LANDMARK AUTOMOBILE PVT.LTD. 26
CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.
Pure Exhilaration
Engine Type : i-VTEC, 1.8L.
5- Speed AT with Paddle Shift, Grade Logic control & Shift Lock.
Synchromesh 5 Forward, 1 Reverse.
Colors :
Habanero Red,
Galaxy Grey, Bluish Silver, Tafeta White, Alabaster
Silver, Nighthawk Black.
Price :
Civic 1.8S MT : Rs. 1,247,800
Civic 1.8V MT : Rs. 1,336,800
Civic 1.8V AT : Rs. 1,412,500
Honda Accord: -
LANDMARK AUTOMOBILE PVT.LTD. 27
CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.
The Unbeatable Accord
Unrivalled 3000 cc engine.
Ultimate in power & aggression, perfection.
5 speed Automatic Transmission.
Extra ordinary comfortable seating.
Colors :
Galaxy Gray, Nightawk Black, Signet White, Desert
Mist, Tafeta White.
Price :
Accord 2.4 M/T : Rs. 1,871,600
Accord 2.4 A/T : Rs. 1,946,600
Honda CR-V :-
Live Up
LANDMARK AUTOMOBILE PVT.LTD. 28
CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.
Intelligent 2.4, i-VTEC engine.
5 Speed Manual or Automatic Transmission.
Refined suspension.
Colors : Premium White Pearl
Night Hawk Black,
Whistler Silver Metallic,
Green Tea Metallic, New
Red Pearl.
Price :
2WD MT : Rs. 2,231,200
4WD MT : Rs. 2,379,200
4WD AT : Rs. 2,456,200
LANDMARK AUTOMOBILE PVT.LTD. 29
CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.
Honda jazz:-
The Honda i-VTEC engine (Intelligent Variable Valve Timing
and Electronic Lift Control) in the Honda Jazz is designed to give you just the right
mix of power and fuel efficiency. Add to that the Drive by Wire system and you have
a combination that responds at the touch of the throttle. With Honda, as always,
power meets responsibility. The Jazz is E10 compatible and it also meets Euro IV
emission levels to make sure that all it spreads is happiness all around.
Colour:-
deep sappir blue,sherbet blue,rallye red,alabaster silver,tafeta
white,cristal black pearl.
Price:-
Jazz : Rs. 738,500
Jazz Select Edition : Rs. 748,500
LANDMARK AUTOMOBILE PVT.LTD. 30
CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.
Jazz X : Rs. 780,646 (including standard kit)
PRICING POLICY:-
Pricing Policy is the standing answer of the firm to requiring problem of
pricing. It provides guidelines to marketing manager to solve appropriate
pricing decision. If competition is mainly on price bases then each marketer
generally prices their product at the same time level their competition.
Honda Siel Cars India Ltd. Itself sets the prices of cars and the margin
of dealer’s commission is added in the company price list.
BACKGROUND OF TOPIC
SR. NO. PARTICULARS Page No
1. Study of Consumer Buying Behaviour 32
LANDMARK AUTOMOBILE PVT.LTD. 31
CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.
2. Factors affecting Consumer Buying Behaviour 34
3. Marketing Past And Present 38
4. Market Competitiveness 38
5. Emerging Tools Of Marketing Used By Honda 40
6. Marketing Research 41
STUDY OF CONSUMER BAYING BEHAVIOUR
Introduction
The study of consumers helps firms and organizations improve their marketing
strategies by understanding issues such as how
The psychology of how consumers think, feel, reason, and select between
different alternatives (e.g., brands, products, and retailers);
LANDMARK AUTOMOBILE PVT.LTD. 32
CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.
The psychology of how the consumer is influenced by his or her environment
(e.g., culture, family, signs, media);
The behavior of consumers while shopping or making other marketing
decisions;
Limitations in consumer knowledge or information processing abilities
influence decisions and marketing outcome;
How consumer motivation and decision strategies differ between products
that differ in their level of importance or interest that they entail for the
consumer; and
How marketers can adapt and improve their marketing campaigns and
marketing strategies to more effectively reach the consumer.
One "official" definition of consumer behavior is "The study of individuals, groups, or
organizations and the processes they use to select, secure, use, and dispose of
products, services, experiences, or ideas to satisfy needs and the impacts that these
processes have on the consumer and society." Although it is not necessary to
memorize this definition, it brings up some useful points:
Behavior occurs either for the individual, or in the context of a group (e.g.,
friends influence what kinds of clothes a person wears) or an organization
(people on the job make decisions as to which products the firm should use).
Consumer behavior involves the use and disposal of products as well as the
study of how they are purchased. Product use is often of great interest to the
marketer, because this may influence how a product is best positioned or how
we can encourage increased consumption. Since many environmental
problems result from product disposal (e.g., motor oil being sent into sewage
systems to save the recycling fee, or garbage piling up at landfills) this is also
an area of interest.
Consumer behavior involves services and ideas as well as tangible products.
The impact of consumer behavior on society is also of relevance. For
example, aggressive marketing of high fat foods, or aggressive marketing of
LANDMARK AUTOMOBILE PVT.LTD. 33
CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.
easy credit, may have serious repercussions for the national health and
economy.
There are four main applications of consumer behavior:
The most obvious is for marketing strategy—i.e., for making better marketing
campaigns. For example, by understanding that consumers are more
receptive to food advertising when they are hungry, we learn to schedule
snack advertisements late in the afternoon. By understanding that new
products are usually initially adopted by a few consumers and only spread
later, and then only gradually, to the rest of the population, we learn that (1)
companies that introduce new products must be well financed so that they
can stay afloat until their products become a commercial success and (2) it is
important to please initial customers, since they will in turn influence many
subsequent customers’ brand choices.
A second application is public policy. In the 1980s, Accutane, a near miracle
cure for acne, was introduced. Unfortunately, Accutane resulted in severe
birth defects if taken by pregnant women. Although physicians were instructed
to warn their female patients of this, a number still became pregnant while
taking the drug. To get consumers’ attention, the Federal Drug Administration
(FDA) took the step of requiring that very graphic pictures of deformed babies
be shown on the medicine containers.
Social marketing involves getting ideas across to consumers rather than selling
something. Marty Fishbein, a marketing professor, went on sabbatical to work for the
Centers for Disease Control trying to reduce the incidence of transmission of
diseases through illegal drug use. The best solution, obviously, would be if we could
get illegal drug users to stop. This, however, was deemed to be infeasible.
FACTOR AFFECTING CONSUMER BYING
BEHAVIOUR
Consumer behavior refers to the selection, purchase and
consumption of goods and services for the satisfaction of their wants. There are
different processes involved in the consumer behavior. Initially the consumer tries to
LANDMARK AUTOMOBILE PVT.LTD. 34
CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.
find what commodities he would like to consume, then he selects only those
commodities that promise greater utility. After selecting the commodities, the
consumer makes an estimate of the available money which he can spend. Lastly, the
consumer analyzes the prevailing prices of commodities and takes the decision
about the commodities he should consume. Meanwhile, there are various other
factors influencing the purchases of consumer such as social, cultural, personal and
psychological. The explanation of these factors is given below.
1. Cultural Factors
Consumer behavior is deeply influenced by cultural factors such as: buyer culture,
subculture, and social class.
• Culture
Basically, culture is the part of every society and is the important cause of person
wants and behavior. The influence of culture on buying behavior varies from country
to country therefore marketers have to be very careful in analyzing the culture of
different groups, regions or even countries.
• Subculture
Each culture contains different subcultures such as religions, nationalities,
geographic regions, racial groups etc. Marketers can use these groups by
segmenting the market into various small portions. For example marketers can
design products according to the needs of a particular geographic group.
• Social Class
Every society possesses some form of social class which is important to the
marketers because the buying behavior of people in a given social class is similar. In
this way marketing activities could be tailored according to different social classes.
Here we should note that social class is not only determined by income but there are
various other factors as well such as: wealth, education, occupation etc.
2. Social Factors
LANDMARK AUTOMOBILE PVT.LTD. 35
CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.
Social factors also impact the buying behavior of consumers. The important social
factors are: reference groups, family, role and status.
• Reference Groups
Reference groups have potential in forming a person attitude or behavior. The
impact of reference groups varies across products and brands. For example if the
product is visible such as dress, shoes, car etc then the influence of reference
groups will be high. Reference groups also include opinion leader (a person who
influences other because of his special skill, knowledge or other characteristics).
• Family
Buyer behavior is strongly influenced by the member of a family. Therefore
marketers are trying to find the roles and influence of the husband, wife and children.
If the buying decision of a particular product is influenced by wife then the marketers
will try to target the women in their advertisement. Here we should note that buying
roles change with change in consumer lifestyles.
• Roles and Status
Each person possesses different roles and status in the society depending upon the
groups, clubs, family, organization etc. to which he belongs. For example a woman is
working in an organization as finance manager. Now she is playing two roles, one of
finance manager and other of mother. Therefore her buying decisions will be
influenced by her role and status.
3. Personal Factors
Personal factors can also affect the consumer behavior. Some of the important
personal factors that influence the buying behavior are: lifestyle, economic situation,
occupation, age, personality and self concept.
• Age
Age and life-cycle have potential impact on the consumer buying behavior. It is
obvious that the consumers change the purchase of goods and services with the
LANDMARK AUTOMOBILE PVT.LTD. 36
CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.
passage of time. Family life-cycle consists of different stages such young singles,
married couples, unmarried couples etc which help marketers to develop appropriate
products for each stage.
• Occupation
The occupation of a person has significant impact on his buying behavior. For
example a marketing manager of an organization will try to purchase business suits,
whereas a low level worker in the same organization will purchase rugged work
clothes.
• Economic Situation
Consumer economic situation has great influence on his buying behavior. If the
income and savings of a customer is high then he will purchase more expensive
products. On the other hand, a person with low income and savings will purchase
inexpensive products.
• Lifestyle
Lifestyle of customers is another import factor affecting the consumer buying
behavior. Lifestyle refers to the way a person lives in a society and is expressed by
the things in his/her surroundings. It is determined by customer interests, opinions,
activities etc and shapes his whole pattern of acting and interacting in the world.
• Personality
Personality changes from person to person, time to time and place to place.
Therefore it can greatly influence the buying behavior of customers. Actually,
Personality is not what one wears; rather it is the totality of behavior of a man in
different circumstances. It has different characteristics such as: dominance,
aggressiveness, self-confidence etc which can be useful to determine the consumer
behavior for particular product or service.
4. Psychological Factors
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CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.
There are four important psychological factors affecting the consumer buying
behavior. These are: perception, motivation, learning, beliefs and attitudes.
• Motivation
The level of motivation also affects the buying behavior of customers. Every person
has different needs such as physiological needs, biological needs, social needs etc.
The nature of the needs is that, some of them are most pressing while others are
least pressing. Therefore a need becomes a motive when it is more pressing to
direct the person to seek satisfaction.
• Perception
Selecting, organizing and interpreting information in a way to produce a meaningful
experience of the world is called perception. There are three different perceptual
processes which are selective attention, selective distortion and selective retention.
In case of selective attention, marketers try to attract the customer attention.
Whereas, in case of selective distortion, customers try to interpret the information in
a way that will support what the customers already believe. Similarly, in case of
selective retention, marketers try to retain information that supports their beliefs.
• Beliefs and Attitudes
Customer possesses specific belief and attitude towards various products. Since
such beliefs and attitudes make up brand image and affect consumer buying
behavior therefore marketers are interested in them. Marketers can change the
beliefs and attitudes of customers by launching special campaigns in this regard.
MARKETING PAST AND PRESENT :-
Marketing may be defined as the process of exchange between seller and
buyer. But it also involves various other activities such as planning, promotion,
LANDMARK AUTOMOBILE PVT.LTD. 38
CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.
distribution, pricing, services, etc. in order to meet the wants and needs of both
the parties in a transaction.
Marketing does play an important in the development of Honda but the
basic criteria of Honda is always to develop a product keeping in mind the wants
and requirements of the consumers. Before entering the Indian market, Honda
checked out the requirements of the Indian buyers and then launched their “ City”
model, which came out as The Best in its class.
Today renewing their “City” model and “Accord” model Honda still
Holds the grip over the Indian buyers and now they have launch new model Civic
and CR-V in 2006.
MARKETING COMPETITIVENESS :-
Each and every business faces competition the automobile industry
faces competition. Honda also faces competition from some of the other world
class car manufacturers like:
1. Daimler Chryler India,
2. Fiat India,
3. Ford India,
4. Skoda
5. Mercedes Benz
6. General Motors,
7. Hindustan Motors,
8. Hyundai Motors India,
9. Maruti Udyog,
10.TATA Engineering.
The company has with held its position in this stiff competition also.
The main reason behind quality of the product and the trust, which it has
gained from the consumers.
LANDMARK AUTOMOBILE PVT.LTD. 39
CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.
Competitive Advantage :-
Honda products in the world are regarded as the most innovative and
advanced in terms of technology. It has been a world leader in technology
right from its inception. its v-tech engines and v-6 engines have become world
famous.
Moreover, Honda renovates the car models from time to time, which
keep them along with the changing demand of the customers. Recently they
have changed their “City” and “Accord” model and both of them have become
a grand success. They have introduce their new model All new CR-V and
Civic.
EMERGING TOOLS OF MARKETING USED BY THE
HONDA
Marketing plays an important role in the success of any business. A
company needs to follow the latest trend if they want to withstand the ever-
growing competition.
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CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.
HSCI uses various latest marketing tools. One of such tool is that of
web facility. The company provides full information about any of its product on
the Internet. They also have an online feedback form whereby the customers
can view their ideas about the products and other queries to the company.
Moreover other strategy, which Honda uses to stay with the generation, is by
modifying their cars at a certain fixed point of time . This strategy gives them
an edge over their competitors and also develops curiosity among the
customers.
MARKETING RESEARCH :-
“MARKETING RESEARCH is the systematic design, collection, analysis and
reporting of data and finding a reveal to a specific marketing situation facing the
company “
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CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.
The Marketing Research, of HONDA is carried very extensively. The research
job is done from the specialist agencies for it. In this process, sample surveys though
questionnaires are the most commonly used method. In the research the attributes
that come above are: -
Effective Marketing Research involves the following
steps :-
Research Methodology
LANDMARK AUTOMOBILE PVT.LTD. 42
Define the problem & Research Objective
Develop The Research Plan
Collect Information
Analyze The Information
Present Findings
CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.
INDEX
SR. NO. PARTICULARS Page No
1. Introduction 43
2. Research Objective 43
3. Develop the Research
Plan
44
-- Data Sources 44
-- Research Approaches 45
-- Research Instruments 45
-- Sampling Plan 45
-- Contact Methods. 46
Introduction: -
The Research Methodology is the method or path used in studying the problem.
If indicates the path of research objective to findings.
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CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.
Research Methodology or Research design is a method about how to go with the
research what will be the Schedule of research etc. It answers the questions like
what type of research should be done, what should be the sample size, what type
of data should be collected, what would be the data collection tool, how the data
will be interpreted and how findings will be implement etc.
Research Objective : -
“Marketing research is the systematic design, collection, analysis and reporting of
data and findings relevant to a specific marketing situation facing the company.”
The first step calls for the marketing research to find the problem carefully and
agree on research objective a problem well defined is solved. “The main
objective of my research work is to find out Consumer Awareness of Landmark
Honda.
HSCI has selected the following as its objectives.
Removal of misunderstanding about the Product.
Expansion of Market
Collect favorable Public Opinions.
To boost up the sales
To Strengthen the brand image.
To increase popularity of company’s product
To introduced a new product in market
To develop corporate image.
To Support and Stimulate dealers and salesman’s selling efforts
To position the brand in the target Market.
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CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.
Develop the Research Plan : -
The Second Stage of marketing research calls for developing the most efficient
plan for gathering the needs information. Designing a research plan calls for
decisions on the followings.
Data Sources :-
The researcher can gather the data from primary or secondary
source. The primary data are the original data which collected by the
researcher only, and the sources for the primary data are consumers,
dealers, salesman etc. The Secondary data are the readymade. Data
collected by someone use in past. The sources for secondary data are
the published survey, general library, media, internal reports etc.
For this research reports, I have chosen primary data source
collected through customers of the Rajkot district.
Research Approaches :-
There are various approaches of research primary data can be
collected in different ways like observation, focus group, Surveys,
behavioral data, experiments etc. Out of this I had gone for survey. Survey
LANDMARK AUTOMOBILE PVT.LTD. 45
CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.
is the best-suited method for descriptive research to learn about people’s
knowledge, beliefs, preferences and satisfaction directly.
Research Instruments :-
The best instruments in collecting primary data for research are the
questionnaires. Questionnaire consists of a set of questions presented to
respondents for their answer. Various types of questions, proper
sequence, flexibility, easy and interesting are the main ingredients of a
good Questionnaire.
Sampling plan : -
After deciding on the research approach and research instrument,
it is necessary to design sampling plan. This plan consist of 3 main
decisions :
Sampling Unit : -
Sampling unit should be clefined in a research the target
population that will be sampled. Once the Sampling unit is determined,
a sampling frame must be developed so that everyone in the target
population has an equal chance of being Sampled In this regard, the
sampling unit for this survey is all the customers who visit Landmark
Honda. The Survey is done at the Landmark Honda only.
Sample Size :-
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CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.
How many people should be surveyed? Large samples give
more reliable result then small samples. However, it is not possible for
each & every unit of population to get selected as a sample. samples of
less than 1% at the population can often provide good reliability given a
credible sampling procedure. So I had decided to take the sample size
of 100 customers from ahemdabad and bhavnagar only.
Sampling procedure :-
How should the respondents to be chosen? I have selected
customers of ahembad and bhavanagar .
Contact Method : -
Once the sampling plan has been determined, it must be decided
how the subject should be contacted. There are mainly four method to
contact the respondents; mail, telephone, personal or direct contact and
online interviews. so for my research I had selected the direct/personal
contact. As it is the most effective method, the interviewer can ask more
questions and record additional observation about the respondent. This
method is require more administrative planning and Supervision and also
takes much time for survey but give more effective result also.
Data Analysis and Interpretation
Q. 1 Gender :-
Result:-
Gender Respondent
Male 64
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CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.
Female 36
Graphical Presentation:-
Interpretation:-
The above chart shows the gender of the respondents,
from the total sample size of 100, there are 64% male & 36% Female.
Q. 2 Age Group :-
Result:-
LANDMARK AUTOMOBILE PVT.LTD. 48
Age Group No. of Respondents
20 to 30 years 12
30 to 40 years 42
40 to 50 years 30
50 Above 16
Male
Female
36% 64%
CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.
Graphical Presentation:-
Interpr
etatio n:-
According
to the result,
we may
see that
most at the consumer who came to enquire about Honda are from age group
of 30 to 40 years. Not only that, 30 consumers were from mid age group of 40
to 50 and 16 consumers were above 50 years which shows the car’s
characteristics. We can say that the Company is successful in targeting the
right consumers.
Q.3 What is your Educational Qualification ?
Result:-
Education Respondents
Under – Graduate 23
Graduate 29
Post – Graduate &above
17
Professional 31
LANDMARK AUTOMOBILE PVT.LTD. 49
0
10
20
30
40
50
20 to 30 30 to 40 40 to 50 50 Above
Age Group
Resp
onde
nt
CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.
Graphical Presentation:-
Int
erp reta
tio n:-
The
above
chart shows
the
qualification of the respondents, from the total sample size of 100, most of the
consumers are professional and minimum consumers are post graduate degree
holder.
Q.4 What is your Occupation?
Result:-
SR. No. Particulars Respondents.
1 Business 31
2 Industrialist 6
3 Profession 22
4 Service / job 21
5 Student 12
6 others 8
LANDMARK AUTOMOBILE PVT.LTD. 50
Res
pond
ent
Education
Resp
onde
nt
0
5
10
15
20
25
30
35
Under –Graduate
Graduate Post –Graduate&above
Professional
Resp
onde
nt
CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.
Graphical Presentation:-
Interpretation:-
The above chart shows the occupation of the respondents, from the
total sample size 100, According to the research for consumer awareness
most of the consumers are businessman and minimum consumers are
industrialist.
Q.5 What is your approximate annual Income?
Result:-
LANDMARK AUTOMOBILE PVT.LTD. 51
Particulars Respondents.
Less than 3,00,000 15
3,00,000 -5,00,000 28
5,00,000 -10,00,000 26
10,00,000 Above 11
0
10
20
30
40
Business IndustrialistProfession Service /job
Student others
occupation
Resp
onde
nt
28
CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.
Graphical Presentation:-
Interpretation:-
Out of 100 customer, 80 customer are earning so out of 80 customer.
19 % are lower class level.
35 % lowers middle class people
32% middle class level
14% upper class level.
Q.6 Do you have a car?
Result:-
Particulars Respondents
Yes 74
No 36
LANDMARK AUTOMOBILE PVT.LTD. 52
Income
0
5
10
15
20
25
30
less than 3lacs
3 to 5 lacs 5 to 10 lacs 10 lacsAbove
Resp
onde
nt
28
CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.
Graphical Presentation:-
Interpretation:-
From above chart we may conclude that from 100 consumers selected for
research , 74 % already having their own car, where as 36% not having any car
currently.
Q.7 If yes, which car do you have?
Specify the product name
Result:-
LANDMARK AUTOMOBILE PVT.LTD. 53
Particulars Respondents.
Honda 15
Tata 20
Hyundai 12
Ford 4
Maruti 15
Other 10
Respondents.
Yes
No
36% 74%
CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.
Graphical Presentation:-
Interpretation:-
From the above data most of the consumers have Tata’s
Product and Maruti Product because of less prize.
Q.8 Are you aware about Honda’s Product ?
Result:-
Answer Yes No
Respondents 100 0
LANDMARK AUTOMOBILE PVT.LTD. 54
Resp
onde
nt
28
0
5
10
15
20
25
Honda Tata Hyundai Ford Maruti other
CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.
Graphical Presentation:-
Interpretation:-
From the above chart all the consumers are aware about
Honda company.
Q.9 Which car you want to buy from Honda
company ?
Result:-
LANDMARK AUTOMOBILE PVT.LTD. 55
Car Respondents
Honda city ZX 40
Honda civic 26
Honda Accord 16
Honda CR-V 10
Honda JAZZ 8
100 %
CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.
Graphical Presentation:-
Interpretation:-
The above chart Shows that most of the consumers want to buy a
Honda City and minimum consumers want to buy a Honda JAZZ.
Q.10 From which Source do you come to know about
Honda
company ?
Result:-
Particulars Respondents
Friends 58
Advertisement 26
LANDMARK AUTOMOBILE PVT.LTD. 56
Car
Resp
onde
nt
28
CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.
Company’s Executive 16
Graphical Presentation:-
Int erpretati
on:-
From above
chart it is clears that
most of the consumer
know about Honda
company by their friends
and minimum
consumers know about
Honda company by company’s Executive.
Q.11 While purchasing a Honda car, which factor
influence yours decision Most?
Result:-
Particulars Respondents
Price 20
Product 5
Brand Name Honda
63
Services 12
Graphical Presentation:-
LANDMARK AUTOMOBILE PVT.LTD. 57
0
10
20
30
40
50
60
Friends Advertisement Company’sExecutive
Resp
onde
nt
28
0
20
40
60
80
Price Product BrandNameHonda
Services
CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.
Interpretation:-
The above chart shows that majority of the consumers agreed with Brand
name and minimum consumers agreed with the product.
Q.12 While purchasing Honda product, which factors do
you want from following ?
Result:-
Particulars Respondents
Comfort 14
Looks 34
Price 10
Mileage 42
Graphical Presentation:-
LANDMARK AUTOMOBILE PVT.LTD. 58
Resp
onde
nt
28
CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.
Interpretation:-
The above chart shows that most of the consumers want a more Mileage in
Product. And minimum consumers go for product’s price.
Q.13 Would you like to purchase a Honda product?
Result:-
Answer Yes No
Respondents 63 37
Graphical Presentation:-
LANDMARK AUTOMOBILE PVT.LTD. 59
0
10
20
30
40
50
Comfort Looks Price Mileage
Res
po
nd
en
ts
Yes
No.37%
63%
CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.
Interpretation:-
Because considering all the above factor, most of the consumers are
sure to purchase a car. Where as rest of the consumers are not sure to
purchase a car. This shows consumers awareness and determination in the
mind of themselves by this way one may get maximum response from the
consumers and turn their visit in a successful sales deal.
Q.14 While purchasing any Honda product which
benefits do you consider
most?
Result:-
Particulars Respondents
Services 24
Warranty 30
Schemes 28
Other facility 18
Graphical Presentation:-
LANDMARK AUTOMOBILE PVT.LTD. 60
Res
pon
den
ts
Benefits0
5
10
15
20
25
30
Services Warranty Schemes Other facility
0
10
20
30
40
50
60
70
Reference Adds: T.V.News Paper,Magazine,Hoarding
Others
CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.
Interpretation:-
The above chart shows that, most of the consumer want warranty as a
benefits.
Q.15 From following promotional activity by which do you
aware about Honda company?
Result:-
Graphical Presentation:-
LANDMARK AUTOMOBILE PVT.LTD. 61
Particulars Respondents.
Reference 61
Adds: T.V.,News Paper, Magazine, Hoarding
24
Others 15
Resp
onde
nts
Promotional Activity
CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.
Interpretation:-
From the above chart it is clear that most of the persons know
about Honda company by other reference
Q.16 What do you feel about activities like discount, loan, festival offers of Honda Company’s Showroom?
Result:-
Answer Excellent Good Ok Poor
Respondents 44 30 18 8
Graphical Presentation:-
Interpretation:-
LANDMARK AUTOMOBILE PVT.LTD. 62
0
10
20
30
40
50
Excellent Good Ok Poor
Res
po
nd
ents
CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.
The above chart shows that , the consumers want some benefits
while purchasing a car, the consumer rated the activities as of the best nature and
this replay was as most of them rated as excellent and good.
Q.17 How do you rate dealership showroom facility in terms of
appearance, comfort, cleanliness, car display and layout?
Result:-
Answer Excellent good Ok Poor
Respondents 21 36 31 12
Graphical Presentation:-
Inte rpret
ation: -
The
above chart shows that The customers rated the dealership showroom facility as of
the best nature and again replay was positive side most of them rated as good.
LANDMARK AUTOMOBILE PVT.LTD. 63
0
5
10
15
20
25
30
35
40
Excellent good Ok Poor
Resp
onde
nts
CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.
Q.18 How would you compare Honda car with other
competitive Brand ?
Result:-
Graphical Presentation:-
Inte srpret
ation :-
This result shows the effect of the car on the mind of the
customers. From all 100, most the customers replay was excellent and minimum
customers rated with the car as poor. This is unavoidable as one can not make
anything like perfect in all respect because tastes and nature of each customer is
different and it affects a lot on their choice.
LANDMARK AUTOMOBILE PVT.LTD. 64
Answer Excellent good Ok Poor
Respondents 36 30 24 10
0
5
10
15
20
25
30
35
40
Excellent good Ok Poor
Resp
onde
nts
CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.
Q.19 How was the overall experience at the Honda premises
(Landmark Honda) you visited ?
Result:-
Answer Excellent Good Ok Poor
Respondents 32 44 24 0
Graphical Presentation:-
Inter pretat
ion:-
This data shows the overall experience of all 100 customers who
visited the showroom. The overall experience of the entire customer with the
dealership was goods as they rated the sales deal as a nice experience.
Neither of them found any fault during the deal.
LANDMARK AUTOMOBILE PVT.LTD. 65
Res
po
nd
ents
0
10
20
30
40
50
Excellent Good Ok Poor
CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.
Q.20 Give your suggestion about Honda Company.
Objective:-
To give the consumers thoughts space where he may express his
views or drawbacks of the car, to let him point out any thing to be improve in
the car, about Service or anything relating to the car.
Customers want a small car, which can be affordable to a common
man as a result everyone can enjoy the benefits of Honda.
LANDMARK AUTOMOBILE PVT.LTD. 66
CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.
Overall Findings
As we see in the previous pages of analysis, the emphasis was
on the study of the consumer buying behavior which is the topic of the study the
overall analysis of these all findings will conclude the fact and suggestions which
came to know by this analysis. All the consumers are well aware about Honda
Company and all of the consumers have agreed that the Services of give by the
Honda Company is very good
CONCLUSION
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The industrial training and preparation of this report have been very
useful for me to get a look into the real business environment whether it is
external or internal. The opportunity given to me has created the awareness
of real business world and extraordinary knowledge in the excellent field of
marketing. Honda is fulfill three parameters like maintenance , excellent
mileage, advance technology hence the success ratio is high.
HSCI is forgoing ahead into the new millennium rapidly. HSCI always
be the first to introduce the technologies of the future to the consumer and
always be in the disciplined mode of achieving perfection in al of its actives
for making the benchmark in the corporate world.
HONDA’S slogan: Power Of Dreams
MM CONCEPT: Man Maximum Machine Minimum
HONDA
Well known brand globally
It can be said HONDA is truly future technology
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LIMITATIONS Each and every study has several limitations so in my study. The limitations are as
under.
1. The major limitation of the research is the size of the sample. I have analyzed
Ahemdabad and Bhavnagar corporate with the total sample size 100 only.
Therefore the analysis may not show a clear picture of the Ahemdabad and
Bhavnagar corporate.
2. Time and cost were always a constraint.
3. I conduct survey only on corporate so it gives only corporate data and not
data of others customers.
4. Respondents were not open in providing the required information
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SUGGETIONS
It is not enough to understand and learn about concept of a
multinational say for example HSCI, but from my study I would like to
represent following suggestions that should be taken considerably by the
company.
1. Company should also try to introduce a small car, which can be
affordable to a common man as a result everyone can enjoy the
benefits of Honda.
2. Company should try to improve production so waiting period is less in
comparison of demand.
3. Company should a increase the range of product to fulfill different
need of different customer at different level.
BIBLIOGRAPHY
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For getting the information for the aspects of theory and practical
knowledge. I have referred below listed Books and Web Sites:-
1. Marketing Management – Philip Kotler.
2. Marketing Management – Sherlekar.
3. WWW.WHATAHONDA.COM
4. WWW.HONDACARINDIA.COM
Market Research On Consumer buying
behaviour Of
Landmark Honda
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Note :-
1. This research is for educational purpose only.
2. Please tick mark the appropriate box.
3. please give up the relevant information.
Name :-
Address :-
Ph. No. :- Mobile No. :-
1. Gender :- Male :
Female :
2. Age :- 20 to 30 year
30 to 40 year
40 to 50 year
50 Above
3. What is your Educational Qualification ?
Under - Graduate
Graduate
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Post – Graduate
& Above
Professional
4. What is your Occupation?
Business
Industrialist
Professional
Service /job
Student
Other
5. What is your approximate annual income ?
Below 3,00,000
3,00,000 – 5,00,000
5,00,000 – 10,00,000
10,00,000 Above
6. Do you have a car?
Yes
No
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7. If Yes, which car do you have ?
Specify the Product Name
Honda
Tata
Hyundai
Ford
Maruti
Other
8. Are you aware about Honda’s Product ?
Yes
No
9. Which Car do you want to buy from Honda Company?
Honda City ZX
Honda Civic.
Honda Accord
Honda CR-V
Honda JAZZ
10 From which source do you come to know about Honda Company ?
Friends
Advertisement
Company’s executives
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11 While Purchasing a Honda Product, which factor influence your
decision Most?
Price
Product
Brand Name (Honda)
Services
12. While Purchasing Honda Product, which factor do you want from
following?
Comfort
Looks
Price
Mileage
13 Would You like to purchase a Honda Product ?
Yes
No
14 While purchasing any Honda Product which benefits do you
consider most?
Services
Warranty
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Schemes
Other Facility
15. From following promotional activity by which do you aware
About Honda Company?
T.V. Ads.
Newspaper
Magazine
Hoardings
16. What do you feel about actives like discount, loan, festival offers of
Honda Company’s Showroom?
Excellent
Good
Ok
Poor
17. How do you rate dealership showroom facility in terms of
appearance, comfort, cleanliness, car display and layout?
Excellent
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Good
Ok
Poor
18. How would you compare Honda car with other competitive
Brand ?
Excellent
Good
Ok
Poor
19. How was the overall experience at the Honda premises
(Landmark Honda) you visited ?
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Excellent
Good
Ok
Poor
20 . Give your suggestion about Honda Company.
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