Atlas Honda Motorcycle Company BRM report

8/13/2019 Atlas Honda Motorcycle Company BRM report

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Atlas Honda Motorcycle Company BRM Report

INTRODUCTION

Atlas Auto Limited manufactures and markets Honda Motorcycle under a technical

assistance agreement ith Honda Motorcycle Com!any LTD" Of #a!an" An e!och$making e%ent in the history of the com!any cementing of Atlas Honda relation ithHonda Motorcycle Com!any LTD" Of #a!an &ecoming as e'uity$holder in Atlas in ()**"

Due to the suita&ility ide range and high 'uality of the !roduct+ Honda motorcycles are

&y for the &est selling motorcycle in the country" Turno%er has risen from Rs" ,"- million

in ().- to Rs" */0 million in()*1"

2akistan3s motorcycle market si4e is still relati%ely 'uite small Ne%ertheless" Atlas has

undertaken to de%elo! local manufacturing ca!a&ilities to the highest$le%el economically

feasi&le hile a ma5or role in locali4ation has &een assigned to %endor industries" Atlas

has in%ested Rs" ()1 million in fi6ed assets &eteen ()*/ and()*1 to de%elo! thecountry largest in house manufacturing ca!acity in the industry" 7y end of ()** local

com!onent ill go u!to 108 of Atlas !roduct"

Atlas management is stri%ings to moderni4e com!any o!eration &y ada!ting a!!lica&leas!ects of research and theory and more es!ecially Honda3s !hiloso!hy and !ractices to

the realities of 2akistani Conditions Com!any management structure and !rocesses are

&eing transferred to meet challenges of groth and change"

9ffort are &eing made to de%elo! genuine !artici!ation of all le%els of !ersonnel indecision making: su&stantial and effecti%e delegation has &een esta&lished at all le%el

%arious !artici!ation !rogrammes+ such as ;Alaymayar< 'uality circles mo%ementlaunched in ()*- are su!!orted to encourage constructi%e self e6!ression and team ork"The com!any training and de%elo!ment !rogrammes encourage each mem&er to de%elo!

himself to his full !otential"

To su!!ort the !roduction facilities the com!any has esta&lished a R=D ing and tool

making facilities hich are set to gro ra!idly in si4e and function"

Atlas is !laying a !ioneering role in creating conditions for easy and confident use ofmotorcycle all o%er the country" A %ast netork of motorcycle+ ser%ice and share !arts

dealers has &een esta&lished to !ro%ide de!enda&le ser%ice to e%ery motorcycle user" To

&ack u! this system+ Atlas has set u! a !ermanent motorcycle technical training center inLahore hich !ro%ides se%eral courses of %arying duration and com!le6ity for

motorcycle mechanics user each year" Mo&ile training facilities take the latest kno ho

on technology and maintenance of motorcycles to ma5or rural centers around the country"


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ORGANIZATION HISTORY

The esta&lished year of Atlas Autos Limited in ()./" In ().> Atlas entered into technical

assistance agreement ith Honda Motorcycle Com!any of #a!an for manufacturing andassem&ly of Honda Motorcycle in 2akistan" It is the only 2u&lic Limited Com!any in the

industry of 2akistan" Atlas Autos Limited o!erate to !lants one at 2an5darys ?heikh!ura

Road Lahore" 7oth 2lants are franchises and ha%e relationshi! of technical colla&oration"

MANA@9M9NT O ATLA? AUTO?

In ().> Atlas autos started &usiness as assem&ler of Honda Motorcycle+ than they came

into the &usiness of im!ort Honda s!are !arts"

The organi4ation set u! of Atlas is as follosB$

A 7oard of Director consists of 1 mem&ers+ elect a chairman+ chairman has allmanagerial authority"

Chairman is selected out of directors and It is the res!onsi&ility of chairman to conduct

the &usiness on a satisfactory line and ma6imi4e the !rofit"

After the chairman then comes C"9"O Chief e6ecuti%e officer" Then for assistance of

chairman and C"9"O !ersonal manager+ accounts manager+ !roduction manager andmarketing manager are selected"

?e%en managers are orking under C"9"O each manager is res!onsi&le for res!ecti%e

function"

There are to sales managers one for North Eone and one for south Eone" In the e%ery4one to !ro%inces"

In the North Eone come 2un5a&+ NF2 and A4ad Gashmir" In south 4one ?indh and

7aluchistan" In north 4one there are three regions"

($ Lahore

,$ Multan

/$ Raal!indi

The head of e%ery region is regional manager"


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RESEARCH OBJECTIVES

The main !ur!ose of my research isB$

% To isuali4e and identify these factors that contri&ute to the demand of Honda

Motorcycle in Multan city 2un5a&+ 2akistan"

% To recommend suggestion to increase the demand of Honda Motorcycle and getting

much marketing share"

RESEARCH DESIGN

Research design is the arrangement to condition for collection and analysis of data in a

manner that aims to com&ine the rele%ance to research !ur!ose ith economy in!rocedure"

Measrement

or the measurement of attitude of !eo!le+ Fe used o!en$ended 'uestions as ell as

fi6ed alternati%e 'uestions in our 'uestionnaire"

Sampl!n"

The &asic idea in sam!ling is that the analysis of some of the element in the !o!ulation

!ro%ide useful information3s a&out entire !o!ulation" An element is the su&5ect on hich

the measurement is &eing taken" It can &e called as the unit of study" 2o!ulation is the

total collection of element a&out hich e ish to make increase"

or the selection of sam!le+ e used the stratified sam!ling" Fe di%ide the Mutlan city

into > regions hich are gi%en as underB

(" @ulgasht

," Hussain Agahi

/" ?hah Rukan Alam

>" Cantt

After di%iding the Multan city into different region" The e used random sam!ling and

select ,- res!ondents from e%ry region" Our target res!ondents are the customers and

dealers of Honda Motor Cycle"


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Sample S!#e

Dealers and customers of Honda Motor Cycle are easily a%aila&le+ so it is easy to select a

&ig sam!le si4e" or the !ur!ose of our research Fe selected a sam!le of (00 customersand / dealers of Honda Motor Cycle+ &ecause of the time constraint that3s hy e

selected these customers and dealers"

Data Collect!on Met$od

The re!ort is &ased on !rimary data" Information are directly taken form the customers

and dealers of Honda Motor Cycle for the !articular !ur!ose" or that !ur!ose ede%elo!ed to 'uestionnaire for customers and dealers "

Fe ha%e conducted !ersonal sur%ey method" The main 'ualities of this sur%ey method

are as fellosB

(" The most im!ortant features of this method is that it leads toards high !artici!ation"Moreo%er+ in !ersonally inter%ie the inter%ie can carry ith additional information3s"

," The !ro!s and %isual aids can also enhance the %ision of knoledge of inter%ieer"

The inter%ieer has more control o%er the !ersonal inter%ie than other interrogation

ty!es"

/" The greatest %alue of this method is the de!th and detail of information that can &esecured" It for e6ceeds in %olume and 'uality+ the information e can usually secure from

tele!hone and mail sur%ey"

>" The inter%ie can do more things to im!ro%e the 'uality of the information recei%edthan ith other methods"

Res!ondent moti%ation is hea%ily in the hand of the inter%ieer" ?tudies of reaction to a

num&er of sur%eys indicate that res!ondents can &e moti%ated to !artici!ate in !ersonal

inter%ies"

Med!m o% Commn!cat!on

All the users of Honda Motor Cycle are not educated" ?o e ado!t different style"

or educated !ersons e use the same 'uestionnaire"

7ut for uneducated !ersons e translate the 'uestionnaire for them"


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Questionnaire

For

Consumers

"(B Fhat is your Occu!ationJ

R92ON?9? 8 A@9

?tudent (- (-8

@o%t" 9m!loyee >0 >08

7usiness man ,0 ,08

Others ,- ,-8

Total (00 (008

Concls!on&

In our res!ondents (- !ersons are students+ >0 are @o%t"9m!loyee+ ,0 &usiness man and,- are related to other occu!ation" rom this result e can say the users of Honda

Motorcycle are @o%t"9m!loyee and Other occu!ation"

",B Fhat is your Income @rou!J

R92ON?9? 8 A@9

-000$(0000 /0 /08

((000$(-000 >0 >08

(.000$,0000 ,0 ,08

,(000$,-000 * *8

,.000$a&o%e , ,8

Total (00 (008


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Concls!on&

The res!ondents hose income is -000 to (0000 are /0+ ((000 to (-000 are >0+ from

(.000 to ,0000 are ,0+ from ,(000 to ,-000 are * and finally ,.000 and a&o%e are only

," ?o e can say that the user of Honda Motorcycle is middle family !eo!le so it is &ike

of economical !eo!le"

"/B Fhat is your !referenceJ

R9?2ON?9? 8 A@9

Kamaha 0 08

Honda (00 (008

?u4uki 0 08

Total (00 (008

Concls!on&

Fe ha%e inter%ieed 5ust those !ersons ho are dri%ing Honda Motor Cycle so!reference for this sam!le comes to (008"


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">B Kou yourself !urchased itJ

R9?2ON?9? 8 A@9

Kes ),

No *

Total (00

Concls!on&

Out of a sam!le of (00 res!ondent ), ere of the %ie that they !ersonally !urchased the

&ike and * said that is gi%e to them &y their com!any" ?o it means that ),8 !eo!le ha%e

!urchased the &ike !ersonally hich *8 !eo!le got it from their com!any"

"-B Fhen did you !urchase Honda MotorcycleJ

R9?2ON?9? 8 A@9

7efore ()*> 0 08

()*-$())0 (0 (08

())($())- ,0 ,08

()).$,000 ,- ,-8

After ,000 >- >-8

Total (00 (008


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Concls!on&

Fhen e asked this 'uestion to res!ondent+ out of (00+ (0 ere those ho !urchased

during ()*-$())0+ ,0 ere those ho !urchased during ())($())-+ ,- ere those ho

!urchased during ()).$,000 and finally >- ere those ho !urchased after ,000 so e

can say that the market or demand of latest model is more than others"

".B Fhy you !urchase Honda MotorcycleJ 7ecause of

R9?2ON?9? 8 A@9

uel consum!tion -* -*8

Less Noisy 0 08

2arts A%aila&ility 0 08

All of the a&o%e >, >,8

Total

Concls!on&

Out of (00 res!ondents+ -* !ersons said that they !referred Honda Motorcycle due to fuel

consum!tion+ and >, !ersons say that they !urchase Honda motorcycle &ecause of all


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these 'ualities hich mention are !resent in the motorcycle" ?o e can say mostly !eo!le

!urchase Honda motorcycle &ecause of uel consum!tion"

"1B ha%e you used any other &rand of MotorcycleJ

R9?2ON?9? 8A@9Kes >- >-8

No -- --8

Total (00 (008

Concls!on&

Fhen e asked this 'uestion+ >- res!ondents said that they used other &rand of

motorcycle hile -- !ersons told us that they ne%er used any other &rand of Motorcycle"

"*B If yes then hat is the reason of changeJ

R9?2ON?9? 8A@9

uel consum!tion >0 **"***8

?!are !art a%aila&ility 0 08

Any other mention - (("(((8

Total >- (008


10/30

Concls!on&

In res!onse to this 'uestion >0 res!ondent said that they ha%e change !re%ious

motorcycle ith Honda motorcycle &ecause !etrol a%erage !er liter of !re%ious

motorcycle is %ery lo as com!ared to Honda motorcycle and - res!ondent said that any

other mention like there machines are not easily a%aila&le and etc"

")B Fhat is a%erage co%erage of your Motorcycle !er literJ

R9?2ON?9? 8A@9

>0$-0 (- (-8

-($.0 .0 .08

.($10 ,- ,-8

1($*0 0 08

Total (00 (008

Concls!on&

In the regard of this 'uestion+ (- !erson said that their &ike co%er >($-0 km !er litter

hile .0 res!ondents said -($.0+and ,- res!ondent said .($10" ?o I can say it is a mainfactor of Honda &ike"


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"(0B Do the s!are !arts easily a%aila&leJ

R9?2ON?9? 8A@9

Kes (00 (008

No 0 08

Total (00 (008

Concls!on&

Fhen I asked this 'uestion+ res!onse to this 'uestion is (008 in fa%or" The res!ondents

said they ha%e to ne%er face any !ro&lem &ecause the s!are !arts of Honda Motorcycle

are easily a%aila&le" ?o it is also a main cause that Honda motorcycle has an edge onother Motorcycle"

"((B Do you think that fuel consum!tion affect your !urchase decisionJ

R9?2ON?9? 8A@9

Kes )( )(8

No ) )8

Total (00 (008


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Concls!on&

In the res!onse of this 'uestion all res!ondent said that fuel consum!tion affect their

!urchasing decision" They said e can sa%e our money" 7ecause e6!ense of this

motorcycle is less as com!are to other motorcycle"

"(,B If Kes then ho muchJ

R9?2ON?9? 8A@9

ery much .0 .-")>8

High ,0 ,(")*8

Lo 0 08

Normal (( (,"(8

Total )( (008

Concls!on&

Out of (00 res!ondent .0 said that fuel consum!tion affect their decision %ery muchhile ,0 said that it is high affect on their decision" Fhile (( said that fuel consum!tion

has normal affect on their decision"


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"(/B Do you think the !rice of motorcycle affect your &uying decisionJ

R9?2ON?9? 8A@9

Kes -. -.8

No >> >>8

Total (00 (008

Concls!on&

In the res!onse of this 'uestion+ -. res!ondent are those said that !rice affect their

!urchasing decision hile other >> res!ondent told that !rice does not affect their

!urchasing decision"

"(>B If yes than u! to hat e6tentJ

R9?2ON?9? 8A@9

High /, -1"(-8

Normal ,, /)",)8

Lo , /"-*8

Total -. (008


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Concls!on&

Out of -. res!ondents are those ho said that !rice affect their !urchasing decision+ /,

!ersons said !rice has high affect hile ,, res!ondent said that !rice has normal affectand finally , res!ondent said that it has lo affect on their &uying decision"

"(-B Do the mechanics easily a%aila&le for the re!air of MotorcycleJ

R9?2ON?9? 8A@9

Kes (00 (008

No 0 08

Total (00 (008

Concls!on&

Fhen e asked this 'uestion the entire res!ondent said that mechanics are easilya%aila&le for the re!air of Honda Motorcycle" ?o it is also a main factor that Honda

Motorcycle ca!tured the market and s!read all o%er the country"

"(.B Fhat is the resale %alue of Honda motorcycle after four yearsJ

R9?2ON?9? 8A@9

More then half !rice 10 108

9'ual to half !rice ,) ,)8Less than half !rice ( (8

Total (00 (008


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Concls!on&

Honda Motorcycle is a cash de!osit &ike" Kou can cash it at any time" Fhen e asked

a&out the resale %alue all res!ondent said that they !referred Honda Motorcycle &ecause

it ill &e sold more than half !rice" ?ome res!ondent said that they sold Honda

motorcycle more than their original !rice" ?o it is an im!ortant factor of HondaMotorcycle"

"(1B Fhat is the !erformance of its shocksJ

R9?2ON?9? 8A@9

ery good ,- ,-8

@ood -- --8

Normal ,0 ,08

7ad 0 08

ery 7ad 0 08

Total (00 (008

Concls!on&


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In res!onse to this 'uestion+ ,- res!ondent said "@ood+ -- said @ood and ,0 !eo!le said

the !erformance of shocks is normal" ?o e can say that the o%er all !erformance of

shocks is good"

"(*B Fhat is the !erformance of its engineJ

R9?2ON?9? 8A@9

ery @ood ,- ,-8

@ood 10 108

Normal - -8

7ad 0 08

ery 7ad 0 08

Total (00 (008

Concls!on&

,- res!ondents said that !erformance of engine is "@ood 10 res!ondent said good hile

- !erson said normal" ?o it is a main cause due to hich Honda Motorcycle ca!tured themarket"

"()B Ho is it3s electric system cdi J

R9?2ON?9? 8A@9

ery @ood (> (>8

@ood >0 >08

Normal >- >-8

7ad 0 08

ery 7ad 0 08

No cdi system ( (8


17/30

Total (00 (008

Concls!on&

(>8 res!ondent said "@ood+ >08 said good and >-8 res!ondent said Normal electricsystem and ( res!ondent said that he has no cdi system I his motorcycle" ?o o%er all e

can say that Honda electric system of Honda Motorcycle is good"

",0B Ho is the !ick u! of Honda MotorcycleJ

R9?2ON?9? 8A@9

ery @ood - -8

@ood ,0 ,08

Normal 1- 1-8

7ad 0 08ery 7ad 0 08

Total (00 (008

Concls!on&


18/30

'( people sa!d t$at p!c) p o% Honda Motorcycle po*er sV+Good, -.( sa!d "ood

and /'( respondent sa!d !ts p!c)p !s normal+ 0rom t$!s reslt *e conclde t$at

Honda motorcycle !s econom!cal 1!)e %or t$e people+

",(B Is it a &alanced &ikeJ

R9?2ON?9? 8A@9

Kes (00 (008

No 0 08

Total (00 (008

Concls!on&

rom (00 res!ondent all the res!ondent said that it is a 7alanced 7ike" ?o e canconclude that it is &alanced &ike"

",,B Ha%e you seen any Ad%ertise of Honda Motorcycle on T or any other media like

Nes!a!er+ 5ournal etcJ

R9?2ON?9? 8A@9

Kes *0 *0-

No ,0 ,0-

Total (00 (008


19/30

Concls!on&

Out of (00 res!ondents *0 says that they ha%e seen the ad%ertisement of Honda

motorcycle and ,0 says that they ha%en3t seen it" ?o e can say that most of the !eo!le

ha%e seen the ad%ertisement of Honda Motorcycle"

",/B Fhether the ad%ertisement of Honda Motorcycle is Im!ressi%eJ

R9?2ON?9? 8A@9

Kes /0 /1"-8

No -0 .,"-8

Total *0 (008

Concls!on&

In the res!onse of this 'uestion /1"-8 res!ondent said that ad%ertisement of Honda CD10 is im!ressi%e hile .,"-8 said that it is negati%e" ?o+ e can conclude that

ad%ertisement is not good of Honda motorcycle"

",>B Do you thing the ad%ertisement affect your !urchasing decisionJ

R9?2ON?9? 8A@9


20/30

Kes (0 (,"-8

No 10 *1"-8

Total *0 (008

Concls!on&

Out of *0 res!ondent (0 said that ad%ertisement affect their !urchasing decision hile 10

said ad%ertisement has no affect on their &uying decision"

",-B Do you think the market %alue affect your !urchasing decisionJ

R9?2ON?9? 8A@9

Kes )- )-8

No - -8

Total (00 (008

Concls!on&


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Concls!on&

/0 res!ondents gi%e different suggestion they said that com!any make it hea%y+ Im!ro%e

the e'uality make it inno%ati%e reduces the !rices of s!are !arts etc" hile 10 res!ondentsgi%e no suggestion"

",*B Fhat is your educationJ

R9?2ON?9? 8A@9

Metric (0 (08

"A" /0 /08

7"A" >0 >08

Masters ,0 ,08

Uneducated 0 08Total (00 (008

Concls!on&


23/30


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Concls!on&

( res!ondent said that its security re'uirement is high+ hile , res!ondent said that

security re'uirement is normal"

"/B Ho much the incenti%e gi%en to youJ

R9?2ON?9? 8A@9

ery much , .."..18

Much 0 08

Normal 0 08

Less ( //"///8

Total / (008

Concls!on&

, dealers said that for it3s dealershi! a %ery much security is re'uired and hile ( say thatless security is re'uired for it3s dealershi!"


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"-B Do you ad%ise your family mem&ers+ friends to !urchase itJ

R9?2ON?9? 8A@9

Kes / (008

No 0 08

Total / (008

Concls!on&

Fhen e asked this 'uestion from dealers+ the res!onse is (008" They said that hich

thing they sale they must ad%ertise for it"

".B Fhy !eo!le !urchase itJ 7ecause of

R9?2ON?9? 8A@9

uel consum!tion , .."..18

?!are !arts a%aila&ility 0 08

our stroke 0 08

All of a&o%e ( //"///8

Total / (008


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Concls!on&

In res!onse to this 'uestion+ , dealers said that !eo!le !urchase it due to fuel

consum!tion+ and ( dealer said that !eo!le !referred it &ecause all these 'ualities are inthis motorcycle" It is a four stroke+ s!are !arts easily a%aila&le and also fuel consum!tionis less as com!are to other motorcycle"

"1B Do you check the &ike &efore its saleJ

R9?2ON?9? 8A@9

Kes / (008

No 0 08

Total / (008

Concls!on&

In res!onse to this 'uestion all dealers said that they check the &ike &efore its sale"

"*B Ho much are your monthly ?aleJ


27/30

R9?2ON?9? 8A@9

($(0 0 08

(($,0 0 08

,($/0 / (008

Total / (008

Concls!on2

In re!ly to this 'uestion all the dealers said that their monthly a%erage sale is &eteen ,($

/0"

")B Ho much !rofit you get on the sale of a &ikeJ

R9?2ON?9? 8A@9

(000$,000 0 08

,00($/000 / (008

More than /000 0 08

Total / (008


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Concls!on2

All the dealers said that there !rofit is &eteen ,00($/000 from the sale of each

motor&ike"

"(0B Fhat is the &eha%ior of its user a&out itJ

R9?2ON?9? 8A@9

@ood 0 08

ery @ood / (008

Normal 0 08

Total / (008

Concls!on&

All the dealers said that the &eha%ior of customers is %ery good toards Honda

Motorcycle"

"((B Fhat ste! you ha%e taken for its !romotionJ

R9?2ON?9? 8A@9

Not taking ste!s for

its !romotion

0 08

Moti%ating the !eo!le= suggestion to the

com!any

/ (008

Total / (008


29/30


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Ser4!ce And Ma!ntenance&

The mechanics are easily a%aila&le for the re!air of motorcycle and they also trained in

their ork" ?o consumers ha%e to

ace no !ro&lem of ser%ice and maintenance"

A%ter Sale Ser4!ce&

The com!any gi%es free ser%ice after sale of motorcycle" Due to this customers are

satisfied ith its after sales ser%ices"

3!c) p&

The !ick u! !oer of Honda Motorcycle is good" The !ick u! !oer of other motorcycleis %ery lo as com!are to Honda Motorcycle"

5Stro)es&

This 'uality of Honda Motorcycle make this !roduct different from others motorcycle" It

is only > stroke motorcycle"

Electr!c System&

The electric system of Honda Motorcycle is also to much affecti%e"

Des!"n&

The management of Honda motorcycle changes the design of motorcycle at the time"

Honda Com!any introduced or re!laced ((/ models of motorcycle ith in (* months+

other com!anies are not a&le to introduce ne model so 'uickly" Due to this factor Hondamotorcycle is !o!ular"

Ot$ers&

Fhen e asked 'uestions to the customers a&out the &ike+ most !eo!le said that it is a

&alanced &ike" They shoed satisfaction on the meter !erformance+ shocks relia&ility and

s!eed"

One more factor e felt during our sur%ey is that mostly students and @o%t" ser%ant like

Honda motorcycle and it is more !o!ular in highly educated !erson the age grou! ,0$,-

years and income Rs/000 to -000"

Atlas Honda Motorcycle Company BRM report

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Transcript of Atlas Honda Motorcycle Company BRM report