Manoj Honda

8/11/2019 Manoj Honda

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Industrial Project ReportOn

Customer perception about HONDAA Case Study on BATHINDA AUTOMOBILES

Submitted in the partial fulfillment for the requirement of the Degree ofMaster of Business Administration (Integrated course)

(2014-2015)

Submitted ByManoj

Kumar

MBA(IC) 2 ND

Roll no. 721

UNIVERSITY SCHOOL OF BUSINESS STUDIES

GURU KASHI CAMPUS

PUNJABI UNIVERSITY

TALWANDI SABO

BATHINDA


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INDEX

S.NO CHP. NO TOPIC PAGE. NO

1. CERTIFICATE

2. ACKNOWLEDGEMENT

3. DECLARATION

4. PREFACE

5. 1. COMPANY PROFILE 1-11

6. 2. HONDA PRODUCTS 12-21

7. 3. REVIEW OF LITERATURE 22-25

8. 4. RESEARCH METHODOLOGY 26-29

9. 5. DATA INTERRETATION AND ANALYSIS 30-43

10. 6. FINDINGS OF RESEARCH 44-45

11. 7. CONCLUSION 46-47

12. 8. SUGGESTIONS 48-49

13. 9. LIMITATIONS OF RESEARCH 50-51

14. 10. SWOT ANALYSIS OF HMSI 52-54

15. BIBLIOGRAPHY 56-57

16. ANNEXURE 58-62

ACKNOWLEDGEMENT


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I take this opportunity to express my deep sense of gratitude to all my friends

and seniors who helped and guide me to complete this project successfully. I am

highly grateful and indebted to my project guide Mr. Raja ram, sales manager of

BATHINDA AUTOMOBILES PVT. LTD. INTERNATIONAL HONDA Bathinda

and for their excellent and expert guidance in helping me in completion of project

report.

I would also thank the whole sales team of BATHINDA AUTOMOBILES

PVT. LTD. INTERNATIONAL HONDA, Bathinda, who has continually helped me

in completing the project report. And I am also thankful to my parents and my friends

who have continually support and encouraged me in completing the report.

Manoj Kumar

DECLARATION


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I Manoj Kumar hereby declared that the work which is being presented in the

project report CONSUMER PERCEPTION ABOUT HONDA is the record of

authentic out by me under the supervision of Mr. Raja ram , Sales Manager

BATHINDA AUTOMOBILES PVT. LTD. INTERNATIONAL HONDA, Bathinda

submitted fulfillment of the award of degree Master of Business administration

(integrated course) to the University School of Business Studies, Guru Kashi Campus

(Punjabi University) Talwandi Sabo, (Bathinda). Any literature, data or works done

by others and cited within this dissertation has been given due acknowledgement and

listed in the reference section.

----------------------------

Signature

PREFACE


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The successful completion of this project was a unique experience for me

because by visiting many place and interacting various person, I achieved a better

knowledge about this project. The experience which I gained by doing this project

was essential at this turning point of my career this project is being submitted which

content detailed analyst of the research under taken by me.

The research is on the topic CONSUMER PERCEPTION ABOUT

HONDA


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CHAPTER I

COMPANY PROFILE

1.

COMPANY PROFILE

Honda Motor Co., Ltd. is a Japanese public multinational primarily known

as a manufacturer of automobiles, motorcycles and power equipment. Honda has been

the world's largest motorcycle manufacturer since 1959, as well as the world's largest

manufacturer of internal combustion engines measured by volume, producing more

than 14 million internal combustion engines each year. Honda became the second-largest Japanese automobile manufacturer in 2001. Honda was the eighth largest
http://en.wikipedia.org/wiki/Internal_combustion_enginehttp://en.wikipedia.org/wiki/Internal_combustion_engine


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automobile manufacturer in the world behind General Motors, Volkswagen

Group, Toyota, Hyundai Motor Group, Ford, Nissan, and PSA in 2011.

Honda was the first Japanese automobile manufacturer to release a dedicated

luxury brand, Acura, in 1986. Aside from their core automobile and motorcycle

businesses, Honda also manufactures garden equipment, marine engines, personal

watercraft and power generators, amongst others. Since 1986, Honda has been

involved with artificial intelligence/robotics research and released their ASIMO robot

in 2000. They have also ventured into aerospace with the establishment of GE Honda

Aero Engines in 2004 and the Honda HA-420 Honda Jet, which began production in

2012. Honda has three joint-ventures in China (Honda China, Dongfeng Honda,

and Guangqi Honda) .

In 2013, Honda invested about 5.7% (US$ 6.8 billion) of its revenues in

research and development. Also in 2013, Honda became the first Japanese automaker

to be a net exporter from the United States, exporting 108,705 Honda and Acura

models while importing only 88,357

History

As a young man, Honda's founder, Honda Sichir had an interest in

automobiles. He worked as a mechanic at the Art Shokai garage, where he tuned cars

and entered them in races. In 1937, with financing from his acquaintance Kato

Shichir, Honda founded

2.

Tkai Seiki (Eastern Sea Precision Machine Company) to make piston rings working

out of the Art Shokai garage. After initial failures, Tkai Seiki won a con tract to

supply piston rings to Toyota, but lost the contract due to the poor quality of their

products. After attending engineering school without graduating, and visiting factories

around Japan to Better understand Toyota's quality control processes, by 1941 Honda

was able to mass-produce piston rings acceptable to Toyota, using an automated

process that could employ even unskilled wartime laborers by 1964.

Over the next few decades, Honda worked to expand its product line and

expanded operations and exports to numerous countries around the world.
http://en.wikipedia.org/wiki/General_Motorshttp://en.wikipedia.org/wiki/Volkswagen_Grouphttp://en.wikipedia.org/wiki/Volkswagen_Grouphttp://en.wikipedia.org/wiki/Toyotahttp://en.wikipedia.org/wiki/Hyundai_Motor_Grouphttp://en.wikipedia.org/wiki/Ford_Motor_Companyhttp://en.wikipedia.org/wiki/Nissan_Motorshttp://en.wikipedia.org/wiki/PSA_Peugeot_Citro%C3%ABnhttp://en.wikipedia.org/wiki/Acurahttp://en.wikipedia.org/wiki/ASIMOhttp://en.wikipedia.org/wiki/GE_Honda_Aero_Engineshttp://en.wikipedia.org/wiki/GE_Honda_Aero_Engineshttp://en.wikipedia.org/wiki/Honda_HA-420_HondaJethttp://en.wikipedia.org/wiki/Honda_Automobile_(China)_Companyhttp://en.wikipedia.org/wiki/Dongfeng_Hondahttp://en.wikipedia.org/wiki/Guangqi_Hondahttp://en.wikipedia.org/wiki/Soichiro_Hondahttp://en.wikipedia.org/wiki/Soichiro_Hondahttp://en.wikipedia.org/wiki/Soichiro_Hondahttp://en.wikipedia.org/wiki/T%C5%8Dkai_regionhttp://en.wikipedia.org/wiki/T%C5%8Dkai_regionhttp://en.wikipedia.org/wiki/Piston_ringhttp://en.wikipedia.org/wiki/Toyotahttp://en.wikipedia.org/wiki/Toyotahttp://en.wikipedia.org/wiki/Piston_ringhttp://en.wikipedia.org/wiki/T%C5%8Dkai_regionhttp://en.wikipedia.org/wiki/Soichiro_Hondahttp://en.wikipedia.org/wiki/Guangqi_Hondahttp://en.wikipedia.org/wiki/Dongfeng_Hondahttp://en.wikipedia.org/wiki/Honda_Automobile_(China)_Companyhttp://en.wikipedia.org/wiki/Honda_HA-420_HondaJethttp://en.wikipedia.org/wiki/GE_Honda_Aero_Engineshttp://en.wikipedia.org/wiki/GE_Honda_Aero_Engineshttp://en.wikipedia.org/wiki/ASIMOhttp://en.wikipedia.org/wiki/Acurahttp://en.wikipedia.org/wiki/PSA_Peugeot_Citro%C3%ABnhttp://en.wikipedia.org/wiki/Nissan_Motorshttp://en.wikipedia.org/wiki/Ford_Motor_Companyhttp://en.wikipedia.org/wiki/Hyundai_Motor_Grouphttp://en.wikipedia.org/wiki/Toyotahttp://en.wikipedia.org/wiki/Volkswagen_Grouphttp://en.wikipedia.org/wiki/Volkswagen_Grouphttp://en.wikipedia.org/wiki/General_Motors


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CEO Tadashi Kume was succeeded by Nobuhiko Kawamoto in 1990.

Kawamoto was selected over Shoichiro Irimajiri, who oversaw the successful

establishment of Honda of America Manufacturing, Inc. in Marysville, Ohio. Both

Kawamoto and Irimajiri shared a friendly rivalry within Honda, and Irimajiri would

resign in 1992 due to health issues.

Following the death of Soichiro Honda and the departure of Irimajiri, Honda

found itself quickly being outpaced in product development by other Japanese

automakers and was caught off-guard by the truck and sport utility vehicle boom of

the 1990s, all which took a toll on the profitability of the company. Japanese media

reported in 1992 and 1993 that Honda was at serious risk of an unwanted and hostile

takeover by Mitsubishi Motors, who at the time was a larger automaker by volumeand flush with profits from their successful Pajero and Diamante.

Kawamoto acted quickly to change Honda's corporate culture, rushing through

market-driven product development that resulted in recreational vehicles.

CORPORATE PROFILE AND DIVISIONS

Honda is headquartered in Minato, Tokyo, Japan. Their shares trade on

the Tokyo Stock Exchange and the New York Stock Exchange, as well as exchangesin Osaka, Nagoya, Sapporo, Kyoto, Fukuoka, London, Paris and Switzerland.

3.

The company has assembly plants around the globe. These plants are locatedin China, the United States, Pakistan, Canada, England, Japan, Belgium, Brazil,Mxico, New Zealand, Malaysia, Indonesia, India, Philippines, Thailand, Vietnam,

Turkey, Taiwan, Peru and Argentina. As of July 2010, 89 percent of Honda and Acuravehicles sold in the United States were built in North American plants, up from 82.2

percent a year earlier. This shields profits from the yen's advance to a 15-year highagainst the dollar. Honda Racing Corporation (HRC) is Honda's motorcycle racingdivision.

Honda has also created joint ventures around the world, such as Honda Siel

Cars , Guangzhou Honda and Dongfeng Honda in China, Boon Siew Honda inMalaysia and Honda Atlas in Pakistan.
http://en.wikipedia.org/wiki/Tadashi_Kumehttp://en.wikipedia.org/wiki/Nobuhiko_Kawamotohttp://en.wikipedia.org/wiki/Shoichiro_Irimajirihttp://en.wikipedia.org/wiki/Marysville,_Ohiohttp://en.wikipedia.org/wiki/Soichiro_Hondahttp://en.wikipedia.org/wiki/Sport_utility_vehiclehttp://en.wikipedia.org/wiki/Mitsubishi_Motorshttp://en.wikipedia.org/wiki/Mitsubishi_Pajerohttp://en.wikipedia.org/wiki/Mitsubishi_Diamantehttp://en.wikipedia.org/wiki/Minato,_Tokyohttp://en.wikipedia.org/wiki/New_York_Stock_Exchangehttp://en.wikipedia.org/wiki/Fukuoka,_Fukuokahttp://en.wikipedia.org/wiki/Honda_Racing_Corporationhttp://en.wikipedia.org/wiki/Honda_Siel_Cars_Indiahttp://en.wikipedia.org/wiki/Honda_Siel_Cars_Indiahttp://en.wikipedia.org/wiki/Guangzhou_Automobile_Industry_Grouphttp://en.wikipedia.org/wiki/Dongfeng_Hondahttp://en.wikipedia.org/wiki/Honda_Atlashttp://en.wikipedia.org/wiki/Honda_Atlashttp://en.wikipedia.org/wiki/Dongfeng_Hondahttp://en.wikipedia.org/wiki/Guangzhou_Automobile_Industry_Grouphttp://en.wikipedia.org/wiki/Honda_Siel_Cars_Indiahttp://en.wikipedia.org/wiki/Honda_Siel_Cars_Indiahttp://en.wikipedia.org/wiki/Honda_Racing_Corporationhttp://en.wikipedia.org/wiki/Fukuoka,_Fukuokahttp://en.wikipedia.org/wiki/New_York_Stock_Exchangehttp://en.wikipedia.org/wiki/Minato,_Tokyohttp://en.wikipedia.org/wiki/Mitsubishi_Diamantehttp://en.wikipedia.org/wiki/Mitsubishi_Pajerohttp://en.wikipedia.org/wiki/Mitsubishi_Motorshttp://en.wikipedia.org/wiki/Sport_utility_vehiclehttp://en.wikipedia.org/wiki/Soichiro_Hondahttp://en.wikipedia.org/wiki/Marysville,_Ohiohttp://en.wikipedia.org/wiki/Shoichiro_Irimajirihttp://en.wikipedia.org/wiki/Nobuhiko_Kawamotohttp://en.wikipedia.org/wiki/Tadashi_Kume


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Honda headquarters building in Minato, Tokyo

Honda Motorcycle and Scooter India, Private Limited (HMSI)

Honda Motorcycle and Scooter India, Private Limited (HMSI) is the wholly owned

Indian subsidiary of Honda Motor Company, Limited, Japan. Founded in 20 August,

1999, it was the fourth Honda automotive venture in India, after Hero Honda, Kinetic

Honda Motor Ltd and Honda Siel Cars India. It started Indian operations in May,

2001 at

4.

IMT Manesar (Haryana) and has acquired over 12 Million happy customers in its 12th

year of successful operations. Today, HMSI is recognized as the fastest growing 2wheeler company in India. HMSI s brand ambas sador is Akshay Kumar.

FOUNDED - 20 August 1999 in Manesar , Gurgaon, Haryana, India

INDUSTRY Automotive

HEADQUARTERS - Haryana, India

KEY PEOPLE - Keita Muramatsu, President and CEO
http://en.wikipedia.org/wiki/Minato,_Tokyohttp://en.wikipedia.org/wiki/Minato,_Tokyohttp://en.wikipedia.org/wiki/Hondahttp://en.wikipedia.org/wiki/Hero_MotoCorphttp://en.wikipedia.org/wiki/Honda_Siel_Cars_Indiahttp://en.wikipedia.org/wiki/Manesarhttp://en.wikipedia.org/wiki/Gurgaonhttp://en.wikipedia.org/wiki/Haryanahttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Haryanahttp://en.wikipedia.org/wiki/Haryanahttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Haryanahttp://en.wikipedia.org/wiki/Gurgaonhttp://en.wikipedia.org/wiki/Manesarhttp://en.wikipedia.org/wiki/Honda_Siel_Cars_Indiahttp://en.wikipedia.org/wiki/Hero_MotoCorphttp://en.wikipedia.org/wiki/Hondahttp://en.wikipedia.org/wiki/Minato,_Tokyohttp://en.wikipedia.org/wiki/Minato,_Tokyo


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PRODUCTS - Motorcycles, Scooters

WEBSITE www.honda2wheelersindia.com

HMSI have main office in Haryana. HMSI have currently 5 regional offices. Theseare East regional office, KOLKATA, Central regional office, LUCKNOW, North

regional office, GURGAON, South regional office, BANGLORE, West regional

office, MAHARASTRA

HMSI have 11 zonal offices. These are AHMEDABAD, BHOPAL,

CHENNAI, BHUBANESHWAR, HYDERABAD, MOHALI, RAIPUR, JAIPUR,

NAGPUR, and PATNA AND VARANASI.

Growth:

During FY 2012-13, HMSI achieved record breaking sales of 27.54 lac units

and became the 2nd largest 2Wheeler Company in Indian two-wheeler market with a

significant 31% growth. Overall, in current fiscal 2013-14, HMSI aims to sell 39.3 lac

units and register a phenomenal 43% growth over previous year.

Expansion:

HMSI reached its peak production level of 16 lac units at its Manesar

(Haryana)

5.

Facility in 2010. To serve customers faster, HMSI added fresh 12 lac unit annual

production capacity at its second plant in Tapukara (Rajasthan) in FY 11 -12. To

further meet increasing customer demand, Honda has inaugurated its third plant of 12lac unit production capacity at Narsapuram (Dist. Kolar, Karnataka) on May 28, 2013

and production commenced starting June 13. Overall, HMSI cumulative production

capacity from its 3 plants is 40 lac units annually. An additional 6 lac unit capacity

expansion announced at 3rd plant will take production capacity to 46 lac units by

FY 14 end.

Network:
http://www.honda2wheelersindia.com/http://www.honda2wheelersindia.com/http://www.honda2wheelersindia.com/http://www.honda2wheelersindia.com/http://www.honda2wheelersindia.com/http://www.honda2wheelersindia.com/http://www.honda2wheelersindia.com/http://www.honda2wheelersindia.com/http://www.honda2wheelersindia.com/http://www.honda2wheelersindia.com/


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In the end of FY 2012-13, HMSI Sales & Service network stood at over 1950

outlets (includes 654 Dealers, 670 Branches/Sub dealers, 565 service set-ups) across

India. Further, New Zonal offices were inaugurated at Ahmadabad, Chennai, Bhopal,

Mohali and Bhubaneswar for amassing local market intelligence, strategizing and

implementing regional approach faster. In current FY 2013 -14, we target to add a

total of 500 more outlets and provide service closer to customer with a network of

2500 sales and service outlets.

Safety Promotion:

As a responsible manufacturer, Safety is a priority for Honda. Honda has been

regularly conducting safety riding activity for females, CRF 50 and Primary training

for kids, riding trainer simulation at dealerships. Till date, HMSI has trained more

than 2 lac customers, 41630 children and 8100 women on road safety.

Environment Conservation:

On the environmental front, Honda wants that tomorrow be greener than

today. To ensure Joy for next Generation, Honda implements environmental

management at its premises. It various efforts include reducing and reusing waste to

achieve zero emissions, resource conservation, improved efficiency and promotion ofGreen Factory, Green Supplier, Green Dealer initiatives.

6.

Awards:

Honda Motorcycle & Scooter India has been recognized by 15 prestigious

awards for both Brand and products. These include the Most Preferred Scooter

Brand in North- East , two awards for Best Manufacturer to Support Indian Racing

and three Manufacturer of the Year awards.

On the product front too, Honda s first truly mass motorcycle for India

Dream Yuga has been the proud recipient of 6 key awards including Viewer s

Choice of the Year, Motorcycle up to 110cc, & AAA Creative TV Commercial of

the Year at the NDTV Car & Bike Awards 2013 and Motorcycle of the Year up to

115cc at Bike India Awards, Compact Bike of the Year at CNBC T v18 OverdriveAwards and Motorcycle of the Year up to 110cc at the ET ZigWheels Awards.
http://www.honda2wheelersindia.com/http://www.honda2wheelersindia.com/http://www.honda2wheelersindia.com/http://www.honda2wheelersindia.com/http://www.honda2wheelersindia.com/http://www.honda2wheelersindia.com/


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HMSI PHILOSOPHY

CORPORATE PHILOSOPHY

HMSI operates on a principle, which is followed worldwide by all Honda Companies.Maintaining a global viewpoint, we are dedicated to supplying products of the highest

quality, yet at a reasonable price for worldwide customer satisfaction. Honda's

philosophy is based on the company's guiding principle and advocate 2 fundamental

beliefs: -

RESPECT FOR INDIVIDUAL

Honda recognizes and respects individual differences. The respect forindividual stems from the following three points:

Initiative Equality Trust

It is the contribution from each individual in the company that has made our companywhat it is today and that, which will take us into the future.

THE THREE JOYS7.

The joy of manufacturing high quality products. The joy of selling high quality products. The joy of buying high quality products.

THE BRAND PHILOSOPHY

THE POWER OF DREAMES

Everyone has a dream, some goal or activity that gives their life deeper

meaning and sparks passion .when we pursue our dreams we feel empowered. This

power, in turn connects us to other who share the same dreams. It gives us the

strength to overcome the great challenges. It inspires us to spread the joy of our

dreams to other people .Ultimately, the power of borne of a dream is creative force,

capable of producing revolutionary ideas. Honda encourages all its associates to

pursue their dreams. That s why we are saying we are a compa ny built on dreams.

The power of Honda s dreams will continue to lead new insights and technologies in

motorcycle and other fields of mobility. And Honda will spread the philosophy of the


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power of dreams across INDIA. A country where a billion people carry their dreams

in their hearts, this philosophy brought alive by

SACH KAR DENGE SAPNE

HMSI PLANTS

First Plant Second Plant Third Plant

Location IMT* Manesar,

Dist. Gurgaon,

Haryana

Tapukara Industrial

Area,Dist. Alwar,

Rajasthan

Narsapura Area,

Dist. Kolar, Karnataka

AnnualProduction

Capacity

16 lac units (at full production)

12 lac units (at full production)

12 lac units (productionstarted) Additional 6

lac units * (by FY 14

end)

* Planned future production capacity expansion

8.HMSI Sales Plan (Domestic + Export)

2001-02

2002-03

2003-04

2004-05

2005-06

2006-07

2007-08

2008-09

2009-10

2010-11

2011-12

2012-13

HMSI

Sales

SC 55,500 166,300

341,400

486,150

499,900

546,700

629,090

666,450

751,900

907,421

1,242,975

1,462,918

MC 0 0 0 64,950 100,700

168,600

278,110

403,750

520,000

750,632

864,226

1,291,666

Total 55,000 166,300

341,400

551,100

600,600

715,300

907,200

1,070,200

1,271,900

1,658,053

2,107,201

2,754,584

Growth

100% 202% 105% 61% 9% 19% 27% 18% 19% 30% 27% 31%

Industry 3,321,000

5,053,000

7,948,000

6,576,000

7,580,000

8,482,000

8,087,000

8,481,000

10,569,000

13,397,606

15,805,000

15,811,405

MarketShare

1% 3% 4% 8% 8% 8% 11% 13% 12% 13% 13% 17%

HONDA ECO TECHNOLOGY

Honda launched the all new Honda Eco technology in 2013, making the Most Fuel

Efficient 2W in India!


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The new Honda Eco Technology boosts fuel efficiency of Honda s products

resulting in a Dream Mileage (Mileage based on internal Honda test ride mode that is

close to actual city riding conditions). This revolutionary mileage benchmark is yet

another milestone from Honda .Forming the crux of the revolutionary H.E.T. is the trio of improved

combustion, significantly reduced friction and optimized transmission in Honda

engine:

Reduced friction by offset crank, significant weight reduction of reciprocating parts,

low tension piston ring and improved bearing oil seal.

Improved combustion with highly ignitable nickel spark plug and optimized inlet port.

By Optimizing Pulley converter ratio & driving force, the power has been maintained

& mileage has been increased.

9.

Combi Break System

Generally, it is not easy to control a 2-wheeler while braking during

emergencies and bad road conditions. This system not only allows easy &

simultaneous operation of the front & rear brake but also provides optimal braking

performance. Once the left side brake lever is pressed, the system distributes the

appropriate braking power between the front and rear wheels, which assures complete

safety for the rider.

HMSI MANESAR FACTORY, GURGAON, HARYANA


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The HMSI factory is spread over 52 acres, with a covered area of about 85,815

square meters at Manesar, Gurgaon district of Haryana. The foundation stone for the

factory was laid on 14th December 1999 and the factory was completed in January

2001. The initial installed capacity was 100,000 scooters per year, which will reach 6,

00,000 scooters by the year 2005 and motorcycle capacity shall be 3, 00,000 per

annum. The total investment outlay for the initial capacity was Rs. 215 crores and

now the accumulated investment is 558 crores.

Official Name Honda Motorcycle & Scooter India Pvt.Ltd.

Established 20th Aug, 1999

PlaceManesar, District Gurgaon, Haryana, India

Capital Rs. 300 Crore Representative Mr. Yukihiro Aoshima, President & CEO Factory Location Manesar, District Gurgaon, Haryana, India ProductionCapacity 7,50,000 units per year

10.

HMSI VEHICLES

Motorcycles sold by HMSI includethe Aviator, Activa, Dio, Unicorn, Shine, CBF125 Stunner, CB Twister, DreamYuga, CBR250R ,CBR150R, Activa i, CB Shine, Dream NEO CB Trigger and HondaCD110.

HONDA BUSINESS POLICY

The customer is the sole focus of our business. We constantly endeavor towards Customer satisfaction by delivering

products and services of the best value and quality. Strive to honors our commitments, implied, to both, our internal and

external customer. We stress on integrity, transparency and consistency in all our

dealings.

We always strive to have a trusting, mutually beneficial and long-

lasting relationship with our business associates.

We seek to maintain a warm, positive and friendly work.
http://en.wikipedia.org/wiki/Honda_Aviatorhttp://en.wikipedia.org/wiki/Honda_Activahttp://en.wikipedia.org/wiki/Honda_Diohttp://en.wikipedia.org/wiki/Honda_Unicornhttp://en.wikipedia.org/wiki/Honda_Shinehttp://en.wikipedia.org/wiki/Honda_CBF125http://en.wikipedia.org/wiki/Honda_CB_Twisterhttp://en.wikipedia.org/wiki/Honda_Dream_Yugahttp://en.wikipedia.org/wiki/Honda_Dream_Yugahttp://en.wikipedia.org/wiki/Honda_CBR250R_(2011)http://en.wikipedia.org/wiki/Honda_CBR150Rhttp://en.wikipedia.org/w/index.php?title=Honda_Activa_i&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Honda_CB_Shine&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Honda_Dream_NEO&action=edit&redlink=1http://en.wikipedia.org/wiki/Honda_CB_Triggerhttp://en.wikipedia.org/wiki/Honda_CB_Triggerhttp://en.wikipedia.org/w/index.php?title=Honda_Dream_NEO&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Honda_CB_Shine&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Honda_Activa_i&action=edit&redlink=1http://en.wikipedia.org/wiki/Honda_CBR150Rhttp://en.wikipedia.org/wiki/Honda_CBR250R_(2011)http://en.wikipedia.org/wiki/Honda_Dream_Yugahttp://en.wikipedia.org/wiki/Honda_Dream_Yugahttp://en.wikipedia.org/wiki/Honda_CB_Twisterhttp://en.wikipedia.org/wiki/Honda_CBF125http://en.wikipedia.org/wiki/Honda_Shinehttp://en.wikipedia.org/wiki/Honda_Unicornhttp://en.wikipedia.org/wiki/Honda_Diohttp://en.wikipedia.org/wiki/Honda_Activahttp://en.wikipedia.org/wiki/Honda_Aviator


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11.

CHAPTER II

HONDA PRODUCTS


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12.

HONDA PRODUTS

HONDA ACTIVA

HONDA ACTIVA

TAG LINE: JOY ON & ON

The Honda Activa is a motor scooter made by Honda Motorcycle and Scooter

India. It was launched in India in 2000. Production in Mexico began in 2004.It is a

102 cc scooter. The vehicle has the option of kick- and self-start, includes the

puncture-resistant "tuff-up" tyre and tube combination. Its average fuel combustion is

45-50.Honda launched a new version of the Activa in 2009 with a new 109 cc engine.
http://en.wikipedia.org/wiki/Scooter_(motorcycle)http://en.wikipedia.org/wiki/HMSIhttp://en.wikipedia.org/wiki/HMSIhttp://en.wikipedia.org/wiki/HMSIhttp://en.wikipedia.org/wiki/HMSIhttp://en.wikipedia.org/wiki/Scooter_(motorcycle)


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New features like combi-brake and key shutter were introduced. Fuel economy was

claimed to be improved by 15%.Its price is around 47257 rupees.

In April 2014, Honda launched an upgraded model of Activa with a 125cc

engine and rebranded the model as Activa125. Currently, both Activa-i and Activa125are sold in India. Activa 125 s price around 57707 rupees.

In April, 2014, The Economic Times reported the Honda Activa became the best selling two wheeler in India out running the Hero Splendor. During the month ofSeptember 2013, 141,996 Honda Activa scooters were sold; nearly equal to Honda'sentire annual sales in North America.

13.

HONDA AVIATOR

HONDA AVAITOR

TAG LINE: LIVE YOUR STYLE

The Honda Aviator is a motor scooter produced by Honda Motorcycle and

Scooter India. Its slogan is "Live Your Style". It has a four-stroke 109 cc single-

cylinder engine, HET engine, which is air-cooled. It is launched in 2009.It comes in

four colors. Its top speed is 93 km/hr. Its weight around 103 kg and its fuel capacity is

6 liter. Its tyres are tubeless. Its price is 48360 rupees-53644 rupees in showroom.

HONDA DIO
http://en.wikipedia.org/wiki/The_Economic_Timeshttp://en.wikipedia.org/wiki/The_Economic_Timeshttp://en.wikipedia.org/wiki/The_Economic_Timeshttp://en.wikipedia.org/wiki/Hero_Honda_Splendorhttp://en.wikipedia.org/wiki/Scooter_(motorcycle)http://en.wikipedia.org/wiki/HMSIhttp://en.wikipedia.org/wiki/HMSIhttp://en.wikipedia.org/wiki/Four-stroke_enginehttp://en.wikipedia.org/wiki/Single-cylinder_enginehttp://en.wikipedia.org/wiki/Single-cylinder_enginehttp://en.wikipedia.org/wiki/Single-cylinder_enginehttp://en.wikipedia.org/wiki/Single-cylinder_enginehttp://en.wikipedia.org/wiki/Four-stroke_enginehttp://en.wikipedia.org/wiki/HMSIhttp://en.wikipedia.org/wiki/HMSIhttp://en.wikipedia.org/wiki/Scooter_(motorcycle)http://en.wikipedia.org/wiki/Hero_Honda_Splendorhttp://en.wikipedia.org/wiki/The_Economic_Times


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HONDA DIO

TAG LINE: LIVE FREE

14.

The Honda Dio was introduced in Japan in January 1988. The name is derived

from the son of Venus 'dyonisiac'. It is now manufactured and assembled in India by

Honda's HMSI subsidiary, from where it is exported to UK as the Honda Lead. The

Dio is equipped with cushioned seats and also a spacious under the seat storage box.

The Indian version has a 6-litre fuel tank, of which one liter is reserve, and the

Japanese version has a 4-litre fuel tank with no reserve. In 2012, HMSI launched a

new Dio at Auto Expo in India. It has a new 110 cc engine which also runs Honda's

Activa and Aviator. It also has a new look and new headlight. Its other specifications

are Engine: 4-stroke, single cylinder, Displacement: 110 cc, Combi breaks, Tyres:

tubeless. It comes in 4 colors and its price is 45545 rupees in showroom.

HONDA UNICORN
http://en.wikipedia.org/wiki/Venushttp://en.wikipedia.org/wiki/HMSIhttp://en.wikipedia.org/wiki/Auto_Expohttp://en.wikipedia.org/wiki/Auto_Expohttp://en.wikipedia.org/wiki/HMSIhttp://en.wikipedia.org/wiki/Venus


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HONDA UNICORN

TAG LINE: BE A WING RIDER

The Honda Unicorn is a motorcycle developed by Honda Motorcycle &

Scooter India (HMSI) and introduced in 2005. The motorcycle was built and designed

by the Honda R&D team based in Osaka, Japan. It was internally called the

CBF150M. The engine was taken from CRF150F post 2005 engine. The design of the

bike was done keeping in mind Indian road conditions. Many new features were

incorporated, including

15.

A two-way air jacket and a diamond frame. The first version of the bike featured

spoke wheels and kick start only. Honda claimed the Unicorn accelerated from 0 to

60 km/h (0 to 37 mph) in 5 seconds. Honda released this motorcycle to compete with

the Bajaj Pulsar and the TVS Apache. A limited Moto GP "Unicorn Grand Prix"

edition had the guise of a Repsol Honda RC211V.

HMSI sold 720,000 Unicorns in 2007.In 2010, a premium, sporty and stylish

Variant of the Unicorn, the Unicorn Dazzler, was launched. Except its styling and presence of disc brake at rear, the other features and specifications are same as that of

the original Unicorn. From 2010, the letters of CB attached for Unicorn model and

other variants of motorcycles from Honda.

It has 4-stroke engine, single cylinder, displacement is 149.1cc and tyres are

tubeless. Its price in show room is rupees 64363.

HONDA CBF STUNNER
http://en.wikipedia.org/wiki/Motorcyclehttp://en.wikipedia.org/wiki/HMSIhttp://en.wikipedia.org/wiki/HMSIhttp://en.wikipedia.org/wiki/Honda_CRF150Fhttp://en.wikipedia.org/wiki/Kick_starthttp://en.wikipedia.org/wiki/Bajaj_Pulsarhttp://en.wikipedia.org/wiki/TVS_Apachehttp://en.wikipedia.org/wiki/Moto_GPhttp://en.wikipedia.org/wiki/Honda_RC211Vhttp://en.wikipedia.org/wiki/Honda_RC211Vhttp://en.wikipedia.org/wiki/Moto_GPhttp://en.wikipedia.org/wiki/TVS_Apachehttp://en.wikipedia.org/wiki/Bajaj_Pulsarhttp://en.wikipedia.org/wiki/Kick_starthttp://en.wikipedia.org/wiki/Honda_CRF150Fhttp://en.wikipedia.org/wiki/HMSIhttp://en.wikipedia.org/wiki/HMSIhttp://en.wikipedia.org/wiki/Motorcycle


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HONDA CBF STUNNER

TAG LINE: WAKEUP TO A DREAM

The CBF125 is a motorcycle manufactured by Honda' s Indian

subsidiary HMSI. The motorcycle is known as Stunner in the Indian market. In India,

it has two variants,

16.

The carburetor version simply called Stunner and the fuel-injected version calledStunner PGM-FI. The bike can deliver mileage of 52 km/litre within the city while it

mileage on the highway is 66km/litre.The new CBF STUNNER targeted mainly at

youngsters in the 18-24 years age group.Its price in showroom is rupees 56921.Other

specifications are: Engine: 4 stroke,Air cooled, Displacement: 124.7cc,Fuel capacity:

13 litres.

HONDA CBR150R
http://en.wikipedia.org/wiki/Hondahttp://en.wikipedia.org/wiki/HMSIhttp://en.wikipedia.org/wiki/Carburetorhttp://en.wikipedia.org/wiki/Carburetorhttp://en.wikipedia.org/wiki/HMSIhttp://en.wikipedia.org/wiki/Honda


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HONDA CBR150R

TAG LINE: TASTE FIRST BLOOD

The Honda CBR150R is a sport bike with a 150 cc four-stroke engine, which is part

of the Honda CBR series manufactured by Honda. Built as the successor to the 2-

stroke Honda NSR 150, this bike has been sold in Thailand market starting from 2002

and they have been exported to many Asian countries and South Africa. Honda

Thailand produces new PGM-FI (Fuel-injection) version in 2010, but the power of

PGM-FI version is lower than the old carburetor version. It went on sale in India in

March 2012.Its price in showroom is rupees 119249 to rupees 120250.Other

specifications are water-cooled engine, Displacement: 149.4 cc, Fuel tank capacity:

13 liter

17.

HONDA CBR250R
http://en.wikipedia.org/wiki/Sport_bikehttp://en.wikipedia.org/wiki/Four-stroke_enginehttp://en.wikipedia.org/wiki/Honda_CBR_serieshttp://en.wikipedia.org/wiki/Hondahttp://en.wikipedia.org/wiki/2-strokehttp://en.wikipedia.org/wiki/2-strokehttp://en.wikipedia.org/wiki/Honda_NSR_150http://en.wikipedia.org/wiki/Radiatorhttp://en.wikipedia.org/wiki/Radiatorhttp://en.wikipedia.org/wiki/Honda_NSR_150http://en.wikipedia.org/wiki/2-strokehttp://en.wikipedia.org/wiki/2-strokehttp://en.wikipedia.org/wiki/Hondahttp://en.wikipedia.org/wiki/Honda_CBR_serieshttp://en.wikipedia.org/wiki/Four-stroke_enginehttp://en.wikipedia.org/wiki/Sport_bike


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HONDA CBR250R

TAG LINE: KNOW THE UNKNOWN

The Honda CBR250R is a single cylinder sport bike made by Honda. It was primarily

intended for the Thai and Indian markets, but is sold worldwide, including

in developed countries in Europe, North America and elsewhere. In developing

countries where typical motorcycles are 125 150 cc displacement, the larger 249.5 cc

CBR250R is at the higher end of the sport bike range. In India its limited edition

known as Repsol launched. Its price in showroom is rupees 154547 to rupees

189881.Other specifications are Engine: 250cc, 4-stroke, Top speed: 140km/h,

Weight: 153 kg, Fuel capacity: 13 liter.

HONDA DREAM YUGA

HONDA DREAM YUGA

TAG LINE: EK NYA YUG, EK NYA DREAM

18.

The Dream Yuga is a 109 cc single-cylinder motorcycle manufactured by

Honda's Indian subsidiary. It was announced by Honda in January 2012 at the

Delhi Auto Expo, and was available to consumers in India in May 2012. At 44,642

Rupees, the motorcycle is billed as the least expensive Honda currently produced. It

comes in 5 colors.

Honda CB Trigger
http://en.wikipedia.org/wiki/Single_cylinderhttp://en.wikipedia.org/wiki/Sport_bikehttp://en.wikipedia.org/wiki/Hondahttp://en.wikipedia.org/wiki/Developed_countryhttp://en.wikipedia.org/wiki/Developing_countryhttp://en.wikipedia.org/wiki/Developing_countryhttp://en.wikipedia.org/wiki/Engine_displacementhttp://en.wikipedia.org/wiki/Motorcyclehttp://en.wikipedia.org/wiki/Auto_Expohttp://en.wikipedia.org/wiki/Auto_Expohttp://en.wikipedia.org/wiki/Motorcyclehttp://en.wikipedia.org/wiki/Engine_displacementhttp://en.wikipedia.org/wiki/Developing_countryhttp://en.wikipedia.org/wiki/Developing_countryhttp://en.wikipedia.org/wiki/Developed_countryhttp://en.wikipedia.org/wiki/Hondahttp://en.wikipedia.org/wiki/Sport_bikehttp://en.wikipedia.org/wiki/Single_cylinder


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HONDA CB TRIGGER

TAG LINE: UNTAME YOURSELF

Honda CB Trigger or CB150 is a 150cc single cylinder four-stroke

engine motorcycle developed by HMSI and Introduced in 2013. The motorcycle is

known as Trigger in the Indian and Sri Lankan markets. It replaced the Dazzler.

Trigger is available in black 4 colors. Its price in showroom is rupees 66826 to rupees

76141.

HONDA CB TWISTER

HONDA CB TWISTER

TAG LINE: WAKE UP TO A DREAM

19.

The Honda CB Twister or Honda CB110 is a 110 cc single cylinder four-strokeengine bike made by Honda. It is manufactured and marketed in India by the Hondasubsidiary Honda Motor and Scooter India (HMSI). It is available in Colombia andPhilippines. It was introduced in December 2009.It is a scaled down model of HondaCB1000R. It was given "the most awarded motorcycle of the year" in 2011. It isavailable in the Colombia and Philippines as the Honda CB110 , and in India as theCB Twister. Its price in the showroom is rupees 45445 to rupees 51755.
http://en.wikipedia.org/wiki/Single_cylinderhttp://en.wikipedia.org/wiki/Four-stroke_enginehttp://en.wikipedia.org/wiki/Four-stroke_enginehttp://en.wikipedia.org/wiki/Motorcyclehttp://en.wikipedia.org/wiki/Honda_Unicornhttp://en.wikipedia.org/wiki/Single_cylinderhttp://en.wikipedia.org/wiki/Four-stroke_enginehttp://en.wikipedia.org/wiki/Four-stroke_enginehttp://en.wikipedia.org/wiki/Hondahttp://en.wikipedia.org/wiki/HMSIhttp://en.wikipedia.org/wiki/Honda_CB1000Rhttp://en.wikipedia.org/wiki/Honda_CB1000Rhttp://en.wikipedia.org/wiki/Honda_CB1000Rhttp://en.wikipedia.org/wiki/Honda_CB1000Rhttp://en.wikipedia.org/wiki/HMSIhttp://en.wikipedia.org/wiki/Hondahttp://en.wikipedia.org/wiki/Four-stroke_enginehttp://en.wikipedia.org/wiki/Four-stroke_enginehttp://en.wikipedia.org/wiki/Single_cylinderhttp://en.wikipedia.org/wiki/Honda_Unicornhttp://en.wikipedia.org/wiki/Motorcyclehttp://en.wikipedia.org/wiki/Four-stroke_enginehttp://en.wikipedia.org/wiki/Four-stroke_enginehttp://en.wikipedia.org/wiki/Single_cylinder


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HONDA CB SHINE

HONDA CB SHINE

TAG LINE: WINNER S CHOICE

The CB Shine is a 125cc motorcycle developed by Honda for the mass market

segment. The Honda CB Shine launched here in 2006 and was well received in our

market, going on to set new records across India, and worldwide. CB Shine is not

only the number one selling 125cc motorcycle in India but also the world. It has

124cc single cylinder air-cooled engine. The CB Shine has weight of 120kg which is

pretty decent for a 125cc motorcycle. It gives average 69.6kmpl in the city and

76.7kmpl on my occasional ride out of town.

The Honda CB Shine is sold in five colors Force Silver Metallic, Black,Grey Metallic, Rebel Red Metallic and Monsoon Grey Metallic. Its price inshowroom is rupees 48241 to rupees 55057.

20.

HONDA DREAM NEO


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HONDA DREAM NEO

TAG LINE: APNI FILM KA SUPERSTAR

Honda Motorcycle and Scooter India have launched the Dream Neo

motorcycle. Part of Honda s Dream series, the Neo is the manufacturer s first

motorcycle to come equipped with Honda Eco Technology (HET).

The Dream Neo is the most affordable motorcycle in Honda India s range.

Being a Honda, the built quality of the Neo is slightly better than the competition. The

bike looks very similar to the Dream Yuga, only the graphics are different and it has a

more basic tail section. The Dream Neo derives power from the very refined 110cc

engine. The fuel tank capacity of the Neo is eight liter and Honda claims it has anefficiency of 74kpl.It comes in 6 colors. Its price in showroom is rupees 43114 to

rupees 47250.

21.


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CHAPTER-III

REVIEW

OF

LITERATURE

22.

Aaker (2000) assess that brand awareness plays a vital role in consumer perception

especially when their buying pattern is not defined. Branded items give the feeling of

familiarity. Media and advertisement are effective tools for awareness.

Nandagopal and Chinnaiyan (2003) conclude that the mode of purchase of product

also effecting buying pattern and so perception of consumer.

(Uusitalo, 2001) Consumer preferences of product attribute is different according to

product nature as well as its Social and economic nature of consumer.

(Nor Khasimah Alimana and Md Nor Othman, 2007) Price is regularly taken as a

leading factoring guiding choice when it comes to making a buy decision. Price


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normally has constantly been a determinant factor on consumers brand choice when

choosing a product or service. It is understood that when a consumer is facing a

buying decision for product purchase then he/she is so much concern about the prices

of the product and observe prices keenly. This helps them to maximize their direct

utility that they gain from the purchase. However, when consumer faces brand with

fluctuating prices and perceived quality levels, they would have to make decision

about the preference they make on the basis of attributes of the product.

WHAT IS CONSUMER PERCEPTION?

Consumer perception theory is any attempt to understand how a consumer's

perception of a product or service influences their behavior. Those who study

consumer perception try to understand why consumers make the decisions they do,

and how to influence these decisions. Usually, consumer perception theory is used by

marketers when designing a campaign for a product or brand. However, some people

study consumer perception in order to understand psychology in a much more general

sense. The most important factors which effect consumer perception are:

Accessibility, Availability, Quality, and Supply of product and Mode of payment.

In general psychological terms, perception is our ability to make some kind ofSense of reality from the external sensory stimuli to which we are exposed. Several

23.

Factors can influence our perception, causing it to change in certain ways. For

example, repeated exposure to one kind of stimuli can either make us oversensitive or

desensitized to it. Additionally, the amount of attention we focus on something can

cause a change in our perception of it. A brand, or a brand name, is the attempt to

impose some kind of identifying feature on a product or service so that it is easily

recognized by the general public. A brand is oftentimes associated with an image, a

set of expectations or recognizable logo. A marketing concept that encompasses

a customer's impression, awareness and/or Consciousness about a company or its

offerings. Customer perception is typically affected by advertising, reviews, public

relations, social media, personal experiences and other channels.
http://www.businessdictionary.com/definition/marketing-concept.htmlhttp://www.businessdictionary.com/definition/customer.htmlhttp://www.businessdictionary.com/definition/awareness.htmlhttp://www.businessdictionary.com/definition/company.htmlhttp://www.businessdictionary.com/definition/advertiser.htmlhttp://www.businessdictionary.com/definition/review.htmlhttp://www.businessdictionary.com/definition/public-relations.htmlhttp://www.businessdictionary.com/definition/public-relations.htmlhttp://www.businessdictionary.com/definition/social-media.htmlhttp://www.businessdictionary.com/definition/experience.htmlhttp://www.businessdictionary.com/definition/channel.htmlhttp://www.businessdictionary.com/definition/channel.htmlhttp://www.businessdictionary.com/definition/experience.htmlhttp://www.businessdictionary.com/definition/social-media.htmlhttp://www.businessdictionary.com/definition/public-relations.htmlhttp://www.businessdictionary.com/definition/public-relations.htmlhttp://www.businessdictionary.com/definition/review.htmlhttp://www.businessdictionary.com/definition/advertiser.htmlhttp://www.businessdictionary.com/definition/company.htmlhttp://www.businessdictionary.com/definition/awareness.htmlhttp://www.businessdictionary.com/definition/customer.htmlhttp://www.businessdictionary.com/definition/marketing-concept.html


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Customer satisfaction ratings can have powerful effects within organizations;

they focus employees on the importance of fulfilling customers expectations.

Furthermore, when these ratings dip, they warn of problems that can affect sales and

profitability Customer satisfaction, a term frequently used in marketing, is a measure

of how products and services supplied by a company meet or surpass customer

expectation. As such, many cell phone plan contracts have a lot of fine print with

provisions that they would Never get away if there were, say, a hundred cell phone

plan providers, because customer Satisfaction would be way too low, and customers

would easily have the option of leaving for a better contract offer.

Consumers can evaluate a product along several levels. Its basic

characteristics are inherent to the generic version of the product and are defined as thefundamental advantages it can offer to a customer. Generic products can be made

distinct by adding Value through extra features, such as quality or performance

enhancements. The final level of consumer perception involves augmented properties,

which offer less tangible benefits, such as customer assistance, maintenance services,

training, or appealing payment options. In terms of competition with other products

and companies, consumers greatly value these added benefits when making a

purchasing decision, making it Important for manufacturers to understand the notionof a total package when marketing to their customers. For example, when

manufacturing automotive parts,

24.

A high-performing product will provide the customer base with basic benefits, while

adding spare parts, technical assistance, and skill training will offer enhanced

properties to create a total package with increased appeal to consumers.

Human beings, in general, are complex creatures who often do not seem even

to know their own minds. It is easy, and sometimes impossible, to generalize about

human behavior. Each individual is a unique product of heredity, environment and

experience. Predicting such a strange behavior of people is a difficult and complicated

task.. Accurate predictions can yield vast Fortunes and inaccurate predictions can

result in the loss of millions of rupees. Today, business around the world recognizes

that the consumer is the king . Knowing why and how people consume productshelps marketers to understand how to improve existing products, what types of


30/65

products are needed in the market place, or how to attract consumers to buy their

products. The era of liberalization, privatization and globalization has brought

changes in society and lifestyle of people.

Marketers can justify their existence only when they are able to understand

consumer s wants and satisfy them. The modern marketing concept for successful

management of a firm requires marketers to consider the consumer as the focal point

of their business activity. Although it is important for the firm to understand the buyer

and accordingly evolve its marketing strategy, the buyer or consumer continues to be

an Enigma - sometimes responding the way the marketer wants and on other

occasions just refusing to buy the product from the same marketer. For this reason, the

buyer s mind has been termed as a black box, which should be opened by the seller to be a successful marketer. The study of consumer behavior also includes an analysis of

factors that Influence purchase decisions and product use. Understanding how

consumers make purchase decisions can help marketing managers in several ways.

For example, if a manager knows through research that fuel mileage is the most

important attribute for a certain target market, the manufacturer can redesign the

product to meet that criterion. If the firm cannot change the design in the short run, it

can use promotion in an effort to change consumers decision making criteria. Forexample, an automobile manufacturer can advertise a car s maintenance-free feature

while downplaying fuel mileage.

25.


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CHAPTER IV

RESEARCH

METHODOLOGY

26.

RESEARCH METHODOLOGY

Research is the solution of the problem, whether created or already generated.

Interview Questionnaire design

NEED OF THE STUDY

In today s scenario when customer attraction is the mantra for success, a

study on factors influencing customer perception towards brand is a necessity. The

Indian two-wheeler industry has shown a strong volume growth over the last 6 years.

Of this motor cycles accounted for almost 80 percent. The two wheeler business has


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acquired the characteristics of a matured market, driven by momentum of new

product launches, offer of a large variety of models for customers and very

competitive marketing and financing. Notably, premium motor cycle consolidated

their importance both in terms of brand image and relatively good market share.

Manufacturers such as Hero, Honda, Yamaha and Suzuki grew faster than industry

average, albeit from a small base, as they focused on premium products. Scooter sales

have also started to pick up again underscoring some resurgence of this sector after

almost a decade of decline. This parallels a global trend where scooters are becoming

more popular as chic, stylish and practical urban commuter vehicles. The recent

recession across the globe had its own repercussions in the automobile sector also, in

terms of slowing down of sales etc. Of late the industry is recovering. Against this

backdrop the Indian auto industry fared better.

OBJECTIVE OF THE STUDY

To study the preference with reference of people Honda bikes. To examine the satisfaction of the existing customers. To study the future prospects towards Honda bikes. To study the expectations of consumers for Honda services.

To accesses the sales-promotion scheme.

27.

(1) Research Design

The research design is a master plan specifying the method and procedures for

collecting and analyzing needed information. The research design in this project is

DESCRIPTIVE and Descriptive research includes surveys and fact-finding inquiries

of different kinds. Casual research is used to know the cause and effect relationship.

(2) Data Collection Methods

The source of data includes primary and secondary data sources.

(a) Primary Sources:

Primary data has been collected directly from sample respondents through interview

Method and with the help of structured questionnaire.


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(b) Secondary Sources:

There are the various sources for secondary data like books, and small notes

Sheet, sales records, written material available in the company. The secondary data

was collected after choosing the topic, which is very practical and theoretical to the

research. It was collected from the company brochure and documents.

(3) Research Instrument:

Research instrument is used for the primary data collection is questionnaire.

(a) Sampling Size:

80 Respondents

(b) Sampling Unit:

Existing and new customers of Honda

(c) Sampling Area:

Bathinda 28.

(4) Data Analysis

The data collected through survey was analyzed with help of simple percentages.

Tabular and graphic methods, which included pie charts and bar graphs, are used to

analyze data. To understand the importance of advertising effectiveness in automotive

industry, I had covered almost 80 Customers in Bathinda.

ANALYSIS AND INTERPRETATION:

Data collection through questionnaire and personal interview resulted in availability

of the desired information but these will be useless until analyzed. Various steps

required for this purpose was editing, coding and tabulating. Tabulating refers to

bringing together similar data and compiling them in an accurate and meaningful

manner. The data was collected by questionnaire then analyzed, interpreted with the

help of table.

SCOPE OF THE STUDY


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This study on consumer perception about Honda will be helpful in identifying

consumer behavior toward buying new Honda products. Nowadays, Bike/Scooter has

become a necessity and forms a part of life. Therefore, there is a significant scope to

examine the perception and purchase behavior of the consumers of Bike/Scooter. Due

to their increasing purchasing power, the people have started to buy cars for business

or personal use or the prestige and maintenance of social status. Knowledge of the

buying behavior of the different market segments helps a seller to select their target

segment and evolve marketing strategies to increase the sales. Advertisers and

marketers have been trying to discover why consumers buy and what they buy. This

study tries to analyze the influence of perception in the consumers mind and how this

information can be used successfully by marketers to gain entry into the minds of the

consumers. The scope of this research has a very good future.

29.

CHAPTER V

DATA

INTERPRETATION


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AND

ANALYSIS

30.

Q1. Gender of the respondents?

Particular Response Percent

Male 52 65.0

Female 28 35.0

Total 80 100.0

INTERPRETATION


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Graph:-1

Source: Based on primary data

ANALYSIS:

From the data collected regarding the gender of the respondents, it is clearly

understand by the data collected are that 65% of respondents were male and 35% of

the respondents were female.

31.

Q2. Age of the respondents?

Particulars Response Percentage

18-28 yrs 16 20.0

29-39 yrs 24 30.0

40-50 yrs 28 35.0

Above 50 12 15.0

Total 80 100.0

INTERPRETATION

0%

10%

20%

30%

40%

50%

60%

70%

MaleFemale

65%

35%


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Graph:-2


ANALYSIS

From the data of sample collected regarding the age of the respondents, it is clearly

understandable by the data collected that 20% of the Honda bike users lie in the age

between 18 to 28 yrs, 30% lies in the 29 to 39 yrs, 35% lies in the 40 to 50 yrs and

only 15% customers lies in the age above to 50. So it is clear very clear that maximum

user is lying in the age between 40 to 50.

32.

Q3. Occupation of the respondents?

Particulars Response percentage

Student 8 10.0

Business man 28 35.0

Service man 20 25.0

Others 24 30.0

Total 80 100.0

INTERPRETATION

20%

30%35%

15%18-28 years29-39 years

40-50 years

above 50


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Graph:-3


ANALYSIS - From the data collected from the respondents regarding the occupation

of the customers, it is clearly understandable that the student doing the part time jobcan also buy the Honda bike, and the percentage of Honda customers in the Bathinda

zone as a student is 10%, The maximum customers of the Honda bike are business

man by profession. It has covered 35% of the total customers. 25% of customers are

servicemen and 30% of the total customers are doing other work/job.

33.

Q4. Monthly income?


Up to 10000 4 5.0

10001-20000 16 20.0

20001-30000 28 35.0

30001-40000 24 30.0

Above 40000 8 10.0

None 0 0%

INTERPRETATION

Graph: 4

10%

35%

25%

30%student

Business man

service man

others


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ANALYSIS - From the data collected by this survey regarding the income profile of

the existing customers of the Honda bikes, it is clear that the maximum number of

Honda customer s earnings lies in 20k to 30k and minimum number of Honda

customers earns up to 10k per month. The customer who earns between 10k to 20k is

20%. And the customer who earns between 30k to 40 is 30%. Only 10% of the Honda

customers earn more than 40k.

34.

Q5. Highest level of education of the respondents?


High school 13 16.25

Graduation 35 43.75

Master s degree 18 22.5

Others 14 17.5

Total 80 100.0

INTERPRETATION

GRAPH: 5

5%

20%

35%30%

10%

0%

up to 10000 10001-20000 20001-30000 30001-40000 above 40000 none0%

10%

20%

30%

40%


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ANALYSIS - From the data collected from the respondents regarding their education

level. It is clear that the 44% of the Honda customers are graduated and 23% of the

Honda customers have completed master degree. 34% of the Honda customers have

done diploma level course or high school level study and others study.

35.

Q6. Marital status of the respondents?


Married 48 60.0

Unmarried 28 35.0

Separated 4 5.0

Total 80 100.0

INTERPRETATION

GRAPH: 6

16%

44%

23%

18%

High school Graduation Master's degree Others0%

5%

10%

15%

20%

25%30%

35%

40%

45%

50%


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ANALYSIS - From the data collected by the primary source regarding respondent s

marital status, it is clear that 60% of the total customers were married and the 35% of

the customers were unmarried, 5% of the respondents were married but separated. So

it is clear that most of the customer buy the Honda bikes for his family.

36.

Q7. Family size of the respondents?


1-3 16 20.0

4-5 28 35.0

More than 5 36 45.0

Total 80 100.0

INTERPRETATION

GRAPH: 7

60%

35% 5%01

234

567

89

Married Unmarried Separated


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ANALYSIS - Data collected related to the family size of the customer , it is clear that

45% of the customers have more than 5 member in his/her family, 35% of the

customers have 4 to 5 members in his/her family, and only 20% customers have 1 to 3

members in his /her family. Maximum number of total Honda customers has more

than 5 members.

37.

Q8. Which car of Hyundai brand you recently have?

Model Activ

a

Dio Stunne

r

Aviato

r

Twiste

r

Drea

m neo

Trigge

r

Shin

e

Other

s

Response 15 3 13 15 15 5 2 3 9

percentag

e

12% 2.4

%

10.4% 12% 12% 4% 1.6% 2.4% 7.2%

INTERPRETATION

Graph: 8

20%

35%

45%1 to 3

4 to 5

More than 5


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Source: Based on primary data and secondary data

ANALYSIS - All the data related to the, which Honda brand bike is owned by more

customers in the Batinda, collected from the respondents and collected from the

internal sales records at company, stated that most of the customers Activa, Aviator

and Twister. their percentage of users in the Bathinda is 12% each. After these bikes,

the most selling bike is Stunner, and its users are 10.40%.

38.

Q9. Rank the features what you more expect to have in your car?

Size and

shape

technology Brand

image

Power Fuel

efficiency

8 10 10 11 16

10% 12.5% 12.5% 13.75% 20%

INTERPRETATION

GRAPH: 9

12%

2.40%

10.40%

12% 12%

4%

1.60%2.40%

7.20%

0%

2%

4%

6%

8%

10%

12%

14%

Activa Dio Stunner Aviator Twister DreamNeo

Trigger Shine Others


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ANALYSIS - From the data collected from the respondents regarding to the

customers expectation related to the features for which they go first, it is very clear

that 20% of total customers expects good fuel efficiency which expectation is higher

than other expectations. 12% of the customers only go for the brand name whereas

10% of the customers expect a good sized and shaped Bike to have.13% of people see

the technology and 12% people see the power of engine.

39.

Q10. What attracts you more to buy a Bike/Scooter?


Features 20 25.0

Price 12 15.0

After sale services 24 30.0

Total 80 100.0

INTERPRETATION

GRAPH: 10

10%13% 13% 12%

20%

Size and shape Technology Brand image Power Fuel efficiency0%

5%

10%

15%

20%

25%


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Source: based on primary data as well as secondary data

ANALYSIS - The data collected from the respondents and from the company

regarding the factor which attracts more customer to buy Honda bikes is simply stated

that after sale services provided by the company.30% customers buy Honda bike only

because of its after sale services and safety availability in the bike. 25% of the

customers are attracted by features available in the Honda bike. Only 15% of

customers buy the Honda bike because of low price, or thinks of price of the bike.

40.

Q11. Do the dealers inform you about the new changes in the services?


Yes 76 95.0

No 4 5.0

Total 80 100.0

INTERPRETATION

GRAPH: 11

0%

10%

20%

30%

Features Price after sale services

25%

15%

30%


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Source: Based on primary data and secondary data

ANALYSIS - The data collected from the respondents and from the complaint

directory available in the company regarding, Does Honda dealers inform them or not

about the new changes in the service or scheme represents that, 95% of customers

given their feedback as yes whereas 5% of customers says no .

41.

Q12. Your experience with the Honda brand?


Less than 1 yrs 20 25.0

2 to 4 yrs 24 30.0

4 to 5 yrs 22 27.5

More than 5 yrs 14 17.5

Total 80 100.0

INTREPRETATION

GRAPH: 12

0%

20%

40%

60%

80%

100%

Yes

No

95%

5%


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ANALYSIS - All information collected from the respondents regarding their

experience with Honda brand, is can be easily understand that 25% of Honda existingcustomers in Bathinda zone have less than 1 years experience, 30% of customers have

experience with Hyundai between 2 to 14 years, 28% customers have 4 to 6 years

experience with the Honda customers. Only 18% customers have 15 years of

experience with the Honda cars in the Batinda zone.

42.

Q13.On the scale given below how would you rate your level of overall satisfaction

with the Honda Company?


Extremely satisfied 16 20.0

Satisfied 40 50.0

Neutral 16 20.0

Dissatisfied 6 7.5

Extremely dissatisfied 2 2.5

Total 80 100.0

INTERPRETATION - GRAPH: 13

25%

30%

28%

18% Less then 1 yrs

2 to 4 yrs

4 to 6 yrs

More than 5 yrs


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Source: Based on primary and secondary data

ANALYSIS - All the data from primary source and secondary source regarding the

customers satisfaction level tells that, 50% of the Honda existing customers are

satisfied by the services provided by the company whereas 20% of the customers are

extremely satisfied and said they are giving 10/10 for the Honda services. 20% of

customers were neutral neither satisfied nor dissatisfied whereas 10% of the

customers are dissatisfied in which 3% are extremely dissatisfied. But the ratio of

satisfied customer is more.

43.

CHAPTER - VI

20%

50%

20%

8% 3%

Extremely satisfied Satisfied Neutral Dissatisfied Extremelydissatisfied

0%10%

20%30%40%50%60%


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The analysis report says that their bikes are popular in the market because of

some its special features like, look, features, price, availability, mileage etc.

The most popular bikes are Activa, Aviator and Twister.

Customer is highly satisfied with the service which helps in

customer retention.

Company has created goodwill among the customers which will help them to

recommend bikes to friends and relatives.

The customer highest priority is for the mileage.

45.

CHAPTER

VII


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CONCLUSION

46.

CONCLUSION

The survey conducted for among various players in the small bike segment

automobile industry led to the conclusion that consumers do not usually go for feature

rich bikes. Most often the companies fail to communicate those features to the

audience. Like in case of Honda CBR250 which was one of top feature rich product

but not in the minds of consumers, Consumers did not take CBR250 to the level that

was expected by the company when they introduced it in the market

Common pattern observed in the positioning of bikes:

They are often not marketed as common to all bikes. Its prime focus is

youth. As per the consumer analysis of Indian automobile sector, it shows the Indian

buying behavior is influenced largely by the family. The first preference of an Indian

people is to buy a bike for the whole purposes


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Pricing has been a big concern for the small bikes. The clutter present

in this segment makes it extremely difficult to price it according the competitor which

might be providing better performance, style and comfort at the same price.

Outer look was one of the parameter on which different brands were

surveyed .With the competitors providing better look at the same price brand, Honda,

the leading brand in this segment was seen lagging to other players.

It has been observed that Indian apart from the outer looks; prefer to

buy a bike with mileage. This is also seen as a big reason why less mileage bikes are

not considered for long distance travelling.

47.

CHAPTER VIII

SUGGESTIONS


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48.

SUGGESTIONS

The company should keep in mind the need of young generation.

Company should try to know the exact expectations of the customers so that

they can achieve the organizational goal by providing them a better service

which matched with the customers expectations.

They should implement all the promotional and customer attracting strategies

to attract more and more customers.

Customer relationship plays a vital role in achieving the organization goal. So

they should make a good relationship with the customers and provide them all

latest information about the vehicle.

All customers have not the same expectations, because of their life style,

economic condition, geographical area, and religions etc. so company should

try to know the all expectations and welcome them in different way.

Try to maximize the loyalty of existing customers toward the company by

providing them a better service and better satisfaction.


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Company should enquire that, their customers are satisfied or not satisfied

with the efforts, and go t hrough the customer s feedback.

The Company should know its customers satisfaction level throughout

doing periodic surveys. Periodic surveys can treat customer satisfaction

directly.

Company should improve/upgrades its employee s product knowledge, market

situation, and its competitor s knowledge by giving proper training to

employee.

49.

CHAPTER - IX

LIMITATIONS OF

RESEARCH


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50.

LIMITATIONS OF RESEARCH

This is a time consuming research method & the respondents did not have

sufficient time for giving information for such type of research.

People were reluctant to give responses for such type of research.

People also did not give proper response for Questionnaire & interview,

because of short time.

Study is restricted to only BATHINDA CITY.

The people in high income band are not easily approachable under this

method and to that extent the data may prove inadequate.

The survey is totally depending on the response given by the respondents,

which may sometimes lead to wrong conclusions due to negligence of the

people who are surveyed.

There is a limited length of questionnaires depth as in personal interviews.


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51.

CHAPTER

XS.W.O.T. ANALYSIS

OFHMSI


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52.

S.W.O.T. ANALYSIS OF HMSI

STRENGTH

High and powerful research and development Innovation Best market share leadership Strong and powerful brand equity Different and unique products The major strength is revolutionary engine technology with the help of

which Honda is gaining success day by day. Popularity is the best strength which results in betterment of the company.

WEAKNESSES

Cost structure of Honda is high as compare to other automobiles

manufactures. Honda focuses more on international deposits as compare to domestic

deposits. Prices for non-luxury vehicles are far high as compare to other

manufactures.

Honda products are termed as inoffensive in terms of style and design. Honda Company is not offering strong products and proposals.

OPPORTUNITIES

Emerging market is one of the best opportunities for this company. Various models are there which caters the lower segment. They can gain popularity by doing better research and development.

Honda can increase its production by focusing on sales and research. Alliances are the best opportunity for Honda Company.


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Fuel efficiency now days termed as one of the best opportunity which can

Results in the best productivity for the company.

Honda has the best opportunity to use its research and development in

53.

Producing motorcycle according to need and demands of customers. This

is only possible because of the increase in the demand for less pollution 2

wheelers.

THREATS

One of the major threats is the economic slowdown. All the external changes for instance taxes, politics as well as government

are the major threats for Honda Company. Another threat is lower cost competitors. Price war is also considered as an important threat for the company. Oil prices are contributing a lot towards the loss of Honda Company. Substitute products are the major threats for Honda Company.


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54.

BIBLIOGRAPHY

55.


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BIBLIOGRAPHY

WEBSITES

http://en.wikipedia.org/wiki/Honda_Aviator

http://en.wikipedia.org/wiki/Honda_Activa http://en.wikipedia.org/wiki/Honda_CB_Twister http://en.wikipedia.org/wiki/Honda_CBR150R http://en.wikipedia.org/wiki/Honda_CBR250R_(2011) http://en.wikipedia.org/wiki/Honda_Dream_Yuga http://en.wikipedia.org/wiki/Honda_Shine http://en.wikipedia.org/wiki/HMSI http://en.wikipedia.org/wiki/Honda http://www.honda2wheelersindia.com/ http://yes.honda.co.in/honda-motorcycle-scooter.aspx http://www.freeswotanalysis.com/automobile/88-honda-swot-

analysis.html http://www.skirec.com/images/download/apjrbm/APJRBM-DEC-10/3.pdf http://www.ijoart.org/docs/Consumer_Perception_and_Buying_Decisions.

pdf http://www.vsrdjournals.com/MBA/Issue/2011_3_March/2_Vivek_Srivast

ava_Research_Article_Mar_2011.pdf http://www.academia.edu/7886745/Study_of_Customer_Perception_after_

seperation_of_Hero_and_Honda_-_Study http://www.rediff.com/expctations/automobile/dealers

BOOKS

Marketing Management by Philip Kotler

MAGAZINES / NEWSPAPER / OTHERS

Honda bike/Scooter Brochure, Honda Booklets

56.
http://en.wikipedia.org/wiki/Honda_Aviatorhttp://en.wikipedia.org/wiki/Honda_Activahttp://en.wikipedia.org/wiki/Honda_CB_Twisterhttp://en.wikipedia.org/wiki/Honda_CBR150Rhttp://en.wikipedia.org/wiki/Honda_CBR250R_(2011)http://en.wikipedia.org/wiki/Honda_Dream_Yugahttp://en.wikipedia.org/wiki/Honda_Shinehttp://en.wikipedia.org/wiki/HMSIhttp://en.wikipedia.org/wiki/Hondahttp://www.honda2wheelersindia.com/http://yes.honda.co.in/honda-motorcycle-scooter.aspxhttp://www.freeswotanalysis.com/automobile/88-honda-swot-analysis.htmlhttp://www.freeswotanalysis.com/automobile/88-honda-swot-analysis.htmlhttp://www.freeswotanalysis.com/automobile/88-honda-swot-analysis.htmlhttp://www.freeswotanalysis.com/automobile/88-honda-swot-analysis.htmlhttp://www.freeswotanalysis.com/automobile/88-honda-swot-analysis.htmlhttp://www.freeswotanalysis.com/automobile/88-honda-swot-analysis.htmlhttp://yes.honda.co.in/honda-motorcycle-scooter.aspxhttp://www.honda2wheelersindia.com/http://en.wikipedia.org/wiki/Hondahttp://en.wikipedia.org/wiki/HMSIhttp://en.wikipedia.org/wiki/Honda_Shinehttp://en.wikipedia.org/wiki/Honda_Dream_Yugahttp://en.wikipedia.org/wiki/Honda_CBR250R_(2011)http://en.wikipedia.org/wiki/Honda_CBR150Rhttp://en.wikipedia.org/wiki/Honda_CB_Twisterhttp://en.wikipedia.org/wiki/Honda_Activahttp://en.wikipedia.org/wiki/Honda_Aviator


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ANNEXURE

57.

QUESTIONNARIE


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Respected Sir/ Madam

I am Manoj Kumar, student of MBA(IC) 4 th semester

University School of Business Studies, Guru Kashi Campus (Punjabi University);

Talwandi Sabo (Bathinda) is undergoing training at Bathinda Automobiles Pvt.

Ltd., International Honda, Bathinda . I need your full support to fill this

questionnaire. The information you fill in this questionnaire will be used only for

research purposes. Kindly fill this questionnaire. I shall be very thankful to you for

this.

Q1. Gender?

a) Male b) Female

Q2. Age ?

18-28 years

29-39 years

40-50 years

Above 50

Q3. Occupation?

Particular Student Businessman serviceman Others

Response

58.

Q4. Monthly income?


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Particular Up to

10000

10001-

20000

20001-

30000

30001-

40000

Above

40000

None

Response

Q5. Highest level of education you have completed?

Particular High school Graduation Master s

degree

Others

Response

Q6. Marital status?

a) Married

b) Unmarried

c) Separated

Q7. Family size?

a) 1-3

b) 4-5

c) More than 5

59.

Q8. Which car of Honda brand you recently have?

Model Activ Di Stunne Aviato Twiste Drea Trigge Shin Other


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a o r r r m neo r e s

Respons

e

Q9. Which features what you more expect to have in your Bike / Scooter?

Size and

shape

Technology Brand

image

Power Fuel

efficiency

Q10. What attracts you more to buy a Bike/Scooter?

Particulars Response

Features

Price

After sale services

Q11. Do the dealers inform you about the new changes in the services?


Yes

No

60.

Q12. Your experience with the Honda brand?



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Less than 1 yrs

2 to 4 yrs

4 to 5 yrs

More than 5 yrs

Q13.In the given table below, how would you rate your level of overall satisfaction

with the Honda Company?


Extremely satisfied

Satisfied

Neutral

Dissatisfied

Extremely dissatisfied

61.

Manoj Honda

Documents

Transcript of Manoj Honda