anand honda
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A STUDY ON CONSUMER BUYINGBEHAVIOUR AT TIME OF PURCHASING OF
HONDA BIKES
Submitted in the partial fulfillment of requirementfor BBA Degree programme.
UNDER SUPERVISION SUBMITTED BYOf
ASHISH .KR.SINGH ANAND CHAUBEY
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This is to certify that Mr. ANAND
CHAUBEY student of BBA-IV Semester
has completed his research Project
Report titled A STUDY ON CONSUMER
BUYING BEHAVIOUR AT TIME TO
PURCHASING HONDA BIKESIN
VARANASI city assigned by BBA
Department and under my Supervision.
It is further certified that he has
personally prepared this report that is
the result of his personal
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survey/observation. It is of the standard
expected of BBA student and hence
recommended for evaluation.
(Ashi
sh Kr. Singh )
Above statement is endorsed.
I , ANAND CHAUBEY, here by declarethat the project report entitled ASTUDY ON CONSUMER BUYINGBEHAVIOUR AT TIME TO PURCHASEHONDA BIKE. under the guidance ofMr. ASHISH KUMAR SINGH submittedin partial fulfillment of the requirementfor the award of the degree of
Bachelor of businessadministration to Rajarshi school ofmanagement & technology is myoriginal Work - research study - carriedout 1stand not submitted for any other
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degree/ diploma/ fellowship or othersimilar titles or prizes to any otherinstitute or university by any other
person.
Place: VARANASI Signature:
DATE: ANAND CHAUBEY
BBA-IV (A)
ROLL NO-01129
This is the pleasure movement for meto explicate my energized intelligence.
Thanks to Co-Coordinator Mr. ASHISHKUMAR SINGH from RAJARSHI SCHOOL OF
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MANAGEMENT & TECHNOLOGY,VARANASI. For accommodating adviceduring the research and help provided by
them in preparation of this report. Thisreport is guided by their co-operationand practicable suggestion. This studywork could be finished with in the period.
I got chance to recognize my
gratitude to all staff to B.B.A. departmentfor making available all facilities tocomplete the research work. As well asto all others who extended the preciousco-operation by providing all documentsand details required for this work.
Place: -VARANASI ANAND CHAUBEY
Date: - B.B.A
Roll No.:-01129
INDEX
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LIST OF TABLE AND GRAPH
NUMBER SUBJECTPAGE
NO.
1 INTRODUCTUION 7
INTRODUCTUION OF INDUSTRY 8-10
2 THEORETICAL BACKGROUND 15-20
CONSUMER BUYING BEHAVIOUR
3 PROBLEM DEFINATION 21-23
PROBLEM DEFINATION
SCOPE OF STUDY
OBJECTIVES OF STUDY
LIMLTATIONS OF STUDY
4 RESEACH METHODOLOGY 24-31
INTRODUCTION
RESEARCH DESIGN
SOURCES OF DATA
RESEARCH INSTRUMENT
SAMPLING PLAN
DATA COLLECTION METHOD
5 DATA ANALYSIS ANDINTERPRETATION
30-48
6 TESTING OF HYPOTHESIS 49-51
7 FINDINGS 52-53
8 SUGGESTIONS 54-55
9 SWOT ANALYSIS OF HERO HONDA 56-5810 REFERENCE MATERIAL 59
BIBLIOGRAPHY 60-61
APPENDIX 62-66
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No. Name of Tables And Graphs Page
No1 Age wise Classification 33
2 Occupation wise Classification 343 Income wise Classification 35
4 Sources of finance 36
5 Analysis of Preferring Auto Mobile 37
6 Sources of Purchasing Bike 38
7 Age V/S usage of companies Bike 39
8 Decision maker for purchasing Bike 40
9 Feature Consideration when purchasingBike42
10 Attributes of Showroom 44
11 Schemes that Attract most 46
12 Features of Purchasing Bike 48
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INTRODUCTION
INTRODUCTION OF COMPANY
INTRODUCTION OF
COMPANY
Honda Worldwide
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Honda Motor Company, Japan with its headquarters in
Tokyo, has manufacturing operations in 32 countries with
109 production bases.
The company principal of Honda Worldwide is dedicationto supplying products of the highest quality yet at a
reasonable price for worldwide customer satisfaction.
It has 3 business divisions namely 2-wheelers, 4-wheelers
and Power Products. Apart from HMSI that manufactures
2-wheelers, the other business divisions in India include
Honda Siel Cars India Limited (HSCI) and Honda Siel
Power Products Limited (HSPP).
Honda Siel Cars India Ltd
Honda Siel Cars India Ltd., (HSCI) was incorporated in
December, 1995 as a joint venture between Honda Motor
Co. Ltd., Japan and Siel Limited to manufacture HONDAPassenger Cars in India. The company is ISO 9002 & ISO
14001 certified.
Companys products include the 7th Generation Honda
ACCORD, launched in August, 2003 and new Honda
CITY, launched in October, 2003.
The company is also engaged in selling its CR-V model
through the CBU importation programme from Japan.
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Honda Siel Power ProductsLimited (HSPP)
Honda Siel Power Products Ltd (HSPP) is a Joint venturebetween Honda Motor Co., Japan and Siel Ltd.India.
Currently Honda Motor Company, Japan has a 67% Equity
Stake in this company. It was incorporated in September
1985 and produces a range of Power Products in India, like
Portable Gensets, Portable Engines, Portable Water
Pumping set and Lawnmowers.
Honda R&D (India) Pvt. Ltd.
By establishing R&D facilities in three key regions beyond
Japan (designated as the Americas, Asia and Europe),
Honda R&D develops technologies and products thatreflect the needs of people in individual regions, yet bound
together by common values including environmental
preservation and regional economic development.
The company's objective is to make an R&D that works
jointly with the people of India to produce motorcycles for
the enrichment of society and lifestyle of users of India
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Honda Motor India Pvt Ltd.(HMI)
Honda Motor India the wholly owned subsidiary of HondaMotor Co.,Ltd Commences Operations, Beginning with
HSCI Parts Operations (HMI) formally began its operations
from its corporate office in Greater Noida, Uttar Pradesh,
India from December 1, 2006
The plan to set up HMI was first announced by Mr Takeo
Fukui, President and CEO, Honda Motor Co., Ltd, during
his visit to New Delhi. Formation of HMI is part of the
overall strategy to strengthen and integrate operations of
Honda companies in India with respect to service parts.
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THEORITICAL BACKGROUND
CONSUMER BUYING BEHAVIOUR
CONSUMER BUYING BEHVIOUR
The main aim of marketing is meet and satisfy target
customers need and wants buyer behavior refers to the peoples or
organization conduct activities and together with the impact of
various influence on them towards making decision on purchase of
product and service in a market. The field of consumer behavior
studies how individuals, groups and organization select, buy, use
and dispse of goods, service, ideas, or experience to satisfy theirneeds and desires understanding consumer behavior and knowing
customer are never simple. The wealth of products and service
produced in a country make our economy strong. The behavior of
human being during the purchase is being termed as Buyer
Behavior. Customer says one thing but do another. They may not
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be in touch with their deeper motivations. They are responding to
influences that change their mind at the last minute. A buyer makes
take a decision whether save or spend the money.
Definition of Buyer Behavior:-
Buyer behavior is all psychological, Social and physical
behaviors of potential customers as they become aware of evaluate,
purchase, consume and tell others about product & service.
Consumer Buying Decision
Process
There are following five stages in consumer buying decision
process.
1. Problem identification:-The buying process starts when the buyer recognizes a problem or
need. The need can be triggered by internal or external stimuli.Marketers need to identify the circumstances that trigger a
particular need. By gathering information from a number of
consumers, Marketers can identify the most frequent stimuli that
spark an interest in a product category. They can then develop
marketing strategies that trigger consumer interest.
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2.Information Search:-The consumer tries to collect information regarding various
products/service. Through gathering information, the consumerlearns about completing brands and their features. Information may
be collected form magazines, catalogues, retailers, friends, family
members, business association, commercial, chamber of
commerce, telephone directory, tradefair etc. Marketers should
find out the source of information and their relative degree of
importance to the consumes.
Personal Sources: Family, friends, neighbor, as
quittances.Commercial Source: Advertising, sales persons, dealers,packaging, displays.
Public sources: mass media, consumer, rating organizations.
Experimental sources: Handling. Examine, using the product.
3. Evaluation of alternative:-
There is no single process used by all consumers by one consumer
in all buying situations. There is several First, the consumer
processes, some basic concepts are:
First, the consumer is trying to satisfy need.
Second, the consumer is looking for certain benefits from the
product solutions.
The marketer must know which criteria the consumer will
use in the purchase decision.
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4 . Choice of purchasing decision:-
From among the purchase of alternatives the consumer makes the
solution. It may be to buy or not to buy. If the decision is to buy.The other additional decisions are:
Which types of bike he must buy?
From whom to buy a bike?
How the payment to be made? And so on.
The marketer up to this stage has tried every means
to influence the purchase behavior, but the choice is properly
consumers. In the evaluation stage the consumer forms preferences
among the brands in the choice set. The consumer may also forman intention to but the most preferred brand.
5. Post Purchase Behavior:-
After purchase the product, the consumer will experience the same
level of product. The Marketers job not end when the product is
buying must monitor post-purchase satisfaction, post-purchase
action, post-purchase use and disposal
Post Purchase Satisfaction:-
The buyer, S satisfaction is a function Of closeness between the
buyer, S expectation and the products Perceiver performance.
The larger the gap between expectation and performance, the
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g greater the consumer dissatisfaction.
Post purchase Action:-
The Consumer, S satisfaction or dissatisfaction with the product
influence subsequent behavior. If the consumer satisfied, he or she
will exhibit a higher probability of purchasing the product again.
Dissatisfaction consumer may abandon and return the product.
Post-Purchase Use or Disposal:-
The marketer should also monitor new buyers use anddispose of the product. If the consumer store the product in a close,
the product is probably not very satisfying. If the consumer throws
the product away, the marketer needs to know how they dispose of
it; especially it can be hurt the environment.
Characteristic of Buyer Behaviors
The chief characteristics of the buyers behaviors are as
follow:-
(1) It consists of mental and physical activities which consumers
undertake to get goods and services and obtain satisfaction from
them.
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(2) It includes both observable activities such as walking through
the market to examine merchandise and making a purchase and
mental activities-such as forming attitudes, perceiving advertising
material, and learning to prefer particular brands.
(3) Consumer behaviors are very complex and dynamic to
constantly changing. And therefore, management need to adjust
with the change otherwise market may be lot.
(4) The individuals specific behaviors in the market place is
affected by internal factor, such as need , motives, perception, andattitudes, as well as by external of enviourmenatal influences such
as the family social groups, culture, economics and business
influences.
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PROBLEM DEFINATION
PROBLEM DEFINATION
OBJECTIVE OF STUDY
LIMITATIONS OF STUDY
PROBLEM DEFINATION
To know the best consumer buying behavior and demand into
the minds of consumer of Surat city because always consumer say
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something and does something. There are many companies
manufacturing motorcycles into the market, at the same time as
there are many companies manufacturing motorcycles, idea about
thinking of customer on whether, what, how, and for whom to
purchase the motorcycle.
Therefore, research is required to measure present consumer
buying behavior at the purchase of Honda bike. so the researcher
problem is to identify what are the criteria that prospective
customer takes into consideration before buying the motorcycles.
SCOPE OF STUDY
The main scope of the study is limited to Surat city.
It also analysis the benefits accruing to the company as a
result of those service.
This study has been made to find the level of satisfaction thecustomer has regarding the service provider by bike place.
OBJECTIVES OF STUDY
To know market position of Honda bike in the market.
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To know consumer behavior for purchase of two wheeler
bike.
Limitations of study
When the buyers are busy we cant get accurate data from
them.
According to the time limit of our project we can cover
only the some area.
During survey some respondents may not give answer in a
proper manner.
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RESEARCH METHDOLOGY
INTRODUCTION.
RSEARCH DESIGN.
SOURCES OF DATA.
SAMPLING PLAN.
DATA COLLECTION METHOD.
RESERCH METHODOLOGY
(A)Introduction
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Marketing research is the function which links the
consumer, customer and public to the marketers through
information used to identify and define marketing, opportunities
and problems, generates refine marketing action; monitor
marketing performance; and improve understanding of marketingas a process.
Marketing research specifies the information required
to address these issues; designs the method for collection
information manages and implements the data collection process;
analysis the results and communication the findings and their
implication.
Research definition:Research is careful inquiry or examination to discover
new information and relationship and to expand and to verify
exiting knowledge,
Research always starts with questions or a problem. Its
purpose is to find answer to questions through the application ofthe scientific method. It is a systematic and intensive study
directed towards a more complete knowledge of the subject
studies.
(B) Research design
Research design is the plan, structure and strategy of
investigation conceived so as to obtain answer to research question
and to control variance.
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- BY KERLINGER
From definition it is evident that research design is ore or less a
blueprint of research.
At the outset may be noted that there are several ways ofstudying and tackling a problem. There is no signal perfect design.
The research design can be classified in to true broad categories:
(A) Exploratory
(B) Descriptive
(C) Casual
Exploratory research is focus on the discovery of ideas.Exploratory research is carried out to define problems and
developed hypothesis to test later. An exploratory study is
generally based on the secondary data that are reading available. It
does not have to change his focus of direction, depending on the
availability of new ideas and relationship among variables.
Descriptive studies are undertaken in many circumstances.
Descriptive studies can be complex, determining a high degree ofscientific skill on the part of the researcher.
Casual research helps in determined cause and effect
relationship. Between two or more variables.
The present study seeks to find out the consumers attitude
towards buying of bike. The study also aims at findings out thedrawbacks of the marketing set up of Honda PVT. LTD. So this
makes the study a descriptive one.
(D) Sources of Data
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The sources of data collection methods are as follows.
a) Primary data:-
The primary data is that which details we collect first time
from the market and also used first time in the research. We also
say that the information is first time in the research decision. To
collect the primary data questionnaire is prepared structure non-
disguise questionnaire is prepared.
b) Secondary data :-
Secondary data are those data which are already collected by
someone for some purpose and are available for the present study;
secondary data are already collected by the companys records and
other librarys books. When the secondary data are sufficient, the
researcher has to be satisfied with the primary sources of data.
Secondary data can be used as bases for comparison with primary
data have been collected by questionnaire.
(E) Data Collection Method
Researcher instruments is the tool by which the researcher
can do research on specific problems or objective. The most
popular researcher instrument for collection data is
Questionnaire for a particular investigation. It is simple for a
moiled set of questions presented to respondents for their answers.
Due to this flexibility, it is most common instrument used to
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collect the primary data. During the pre- testing of questionnaire, I
seen the reaction of respondents and suggestions required to make
change in research instrument.
The questionnaire contains three types of questions.
Open-ended question :-
It is helpful in knowing what is uppermost in the mind of the
respondents. It gives complete freedom to the respondent.
Dichotomous questions :-
It has only two answers in form yes or n, true or false,
use or do not use. So the respondent is offered two or more
choice.
Multiple-choice question:-
In this, the respondent is offered two or more choice.
(F) Sampling plan
Sampling is a process of obtaining. The information about
the entire population by examine a part of it .The effectiveness of
the research depends on the sample size selected for the survey
purpose.
(A) sample Site:-
The survey was conducted in VARANASI CITY.
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(B)Sampling Unit:-
It means Who is to be surveyed. Here target populationis decided and it is who are interested to purchase Bike and
sampling frame is developed so that every one in the target
population has known chance of being sampled. So the survey is
conducted particularly in Varanasi City.
(C)Sample size:-
For the purpose of proper survey, there is need of perfect
research instruments to find out sample size for more accurate
result about buying behavior of bike. The sample size is 100
respondents.
(D)Sampling Method:-
A Stratified random sample is one where the population is
divided in to mutually exhaustive strata or sub-group and then a
simple random is selected within each of strata on age groups,
occupation etc. It may be noted that stratification does not means
absence of randomness. I use a simple random sampling method.
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1. AGE WISE CLASSIFICATION
Age (in year) No. of respondents Percentage (%)
18-20 30 30
21-25 37 37
26-30 15 1531-35 06 06
36-40 07 07
41& above 05 05
Total 100 100
Age wise Classification
30, 30%
37, 37%
15, 15%
6, 6%
7, 7% 5, 5%
18-20
21-25
26-30
31-35
36-40
41& ab
(Sources: Questionnaire-personal Detail)
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Comment:-
Above Graph shows are 30% of respondent in age group
of 18-20, 37%of respondent in age group of 21-25, 15% of
respondent in age group of 26-30, 7% and 5% respondent are come
in 36-40 and 41&above.
2. OCCUPATION WISECLASSIFICATION
Occupation No. of respondents Percentage (%)
Servicemen 47 47
Student 30 30
Business 12 12
Profession 08 08
Others 03 03
Total 100 100
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Occupation Wise Classification
0
20
40
6080
100
cemen
tudent
sine
ss
e
ssion
Oth
ers
Occupation
No.ofRespondents
No. of
Perce
(Sources: Questionnaire-personal detail)
Comment:-
Above Chart Shows that 47 respondent are Servicemen out
of 100 and 30 are the students. 12 respondents are businessman.
3. INCOME WISE CLASSIFICATION
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Income Wise Classification
54, 54%
25, 25%
11, 11%
7, 7% 3, 3%
5000
5000-10,0
10,000-15
15,000-20
20,000 Ab
(Sources: - Questionnaire Personal Detail)
Comment:-
Above graph shows that 54% of respondents are income
in
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45 45
55 55
10
20
30
40
50
60
No. of
respo
Perce
(Sources: - QuestionnaireQue.8)
Comment:-
Above Graph shows that 55 people purchase Hero Honda
Bike For by Loan and 45 people purchase Honda Bike from Cash.
5. ANALYSIS OF PREFERING BIKES
Auto Mobiles No. of respondents Percentage (%)
Shivani 20 20
Dhru 17 17Siddhi 11 11
Other 52 52
Total 100 100
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No. of respondents
Shivani
20%
Dhru
17%
Siddhi
11%
Other
52%
(Sources: - Questionnaire Que.7)
Comment:-
Above Chart shows that out of 100, 52 % respondents
prefer other Automobile to purchase bike.
6. FROM WHICH SOURCE YOU PURCHSE BIKE?
Sources No. of respondents Percentage (%)
News Paper 12 12
T.V.Advertisement 14 14
Friends 26 26
Others 48 48
Total 100 100
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No. of respondents
News Paper, 12
Friends, 26
Others, 48
T.V.Adverti
nt, 14
(Sources: - Questionnaire Que.3)
Comment:-
Above graph shows that 48 % respondents are come to
know from the other. Then 26 % respondents are come to know
from the friends. 14 % & 12 % respondents are come to know
from the T.V.Advertisement & news paper.
7-AGE V/S USAGE OF COMPANIES MOTORCYCLE
Age (in
year)
Hero
Honda
HONDA TVS Yamaha BAJAJ Total
18-20 15 05 03 02 05 3021-25 23 06 03 03 02 37
26-30 09 02 01 03 00 15
31-35 02 00 01 01 02 06
36-40 01 2 02 01 01 07
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41&
above
01 01 00 02 01 05
Total 51 16 10 12 11 100
Hero honda
39%
Honda
27%
Bajaj
19%
others
15%
Hero honda
Honda
Bajajothers
(Sources: - Questionnaire personal detail)
Comment: -
Above Charts shows that 39% respondents are use Hero
Honda Companys Motorcycle. And 27% respondents are using
Honda bikes.
8-Who is decision maker for purchasing bike
in your family?
Sources No. of respondents Percentage (%)
Father 46 46
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Self 42 42
Mother 10 10
Others 02 02
Total 100 100
Percentage (%)
46
42
10
2
46
42
10
20
10
20
30
40
50
Decision maker for purchasing bike
No.
Perc
(Sources: - Questionnaire personal detail & Que-4)
Comment:-
Above Graph shows that 46 % respondents take decision
by father for purchasing bike. And 42 % respondents are take
decision by self for purchasing bike.
9- WHAT FEATURES YOU CONSIDERS WHEN
YOU PURCHASE BIKE PLEASE GIVES THE RANK.
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Attributes Weightage
Price 426
Less maintenance 358
Style 355
Durability 335
Mileage 381
Easy Driving 367
Brand Reputation 362
Color 406
Weightage 6 5 4 3 2 1
Attributes Excellent Very
Good
Good Averag
e
Poor Very
Poor
Total Total
score
Price 30 20 18 16 10 06 100 426Less
maintenance
18 11 17 30 13 11 100 358
Style 21 18 19 10 11 21 100 355
Durability 10 17 16 24 21 12 100 335
Mileage 24 19 14 17 09 17 100 381
Easy Driving 20 12 21 23 10 14 100 367
Brand
Reputation
17 19 14 21 17 12 100 362
Color 28 19 18 13 10 12 100 406
Pick up 19 22 15 20 14 10 100 382
Total 187 157 152 174 115 115 900 3370
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Pick up 382
Total 3370
Feature of purchasing Bike
12%
11%
11%
10%
11%
11%
11%
12%
11% Price
Less
Style
Durab
Milea
Easy
Brand
Color
Pick u
(Sources: - Questionnaire personal detail & Que-5)
Comment:-
Above chart show that more no of respondents are give
more weightage to the price.
10. RATE THE FOLLOWING ATTRIBUTES OF
SHOW ROOM
Attributes Excellent Very
Good
Good Average Poor Total
Available 30 24 18 16 12 100
After Service 16 35 24 15 10 100
Knowledge
Of Sales man
20 21 23 20 16 100
Service 25 18 27 19 11 100
Infrastructure 12 29 20 17 22 100Total 103 127 112 87 71 500
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Attribute of show room
30
16 2025
12
24
3521
18
29
18 24
2327
20
16 15
2019
17
12 10 16 11
22
0
10
20
30
40
50
60
70
8090
100
noofrespondents
Po
Av
Go
Ve
Ex
(Sources: - Questionnaire personal detail & Que-6)
Comment:-
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Above chart shows that 30 respondents out of 100 are
available who give Weight age on the excellent and second 35
respondents out of 100 are after service who gives Weight age on
the Very Good, 23 respondents are Knowledge of salesman who
give Weight age on the good, 27 respondents are service who give
Weight age on the good, 29 respondents are Infrastructure who
gives Weight age on the Very Good.
11.RATE THE FOLLOWING SCHEMES THATATTRACT YOU MOST.
.
Attributes Excellent Very
Good
Good Average Poor Total
Festival
Offer
43 21 12 14 10 100
Exchange
Offer
15 31 29 12 13 100
Special Gift 20 19 30 20 11 100
CashDiscount 11 21 19 34 15 100
Anniversary
Offer
14 13 12 20 41 100
Total 103 105 102 100 90 500
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Festival Offer
Exchange Offer
Special Gift
Cash Discount
Anniversary Offer
Poor
Averag
Good
Very G
Excell
(Sources: - Questionnaire personal detail & Que-9)
Comment:-
Above graph shows that in festival offer 43 respondents
out of 100 are give a excellent, then in exchange offer 31
respondents out of 100 are give a very good rank, in special gift 30
respondents are give a good rank, in cash discount 34 respondents
are give a average rank.
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12. RATE THE FOLLOWING FEATUREYOU HAVE PURCHASE HONDA BIKE.
Attributes Excellent Very
Good
Good Average Poor Total
Mileage 31 26 15 18 10 100
Available 14 25 32 16 13 100
Price 16 22 42 11 09 100
After Service 20 31 25 14 10 100
Pick up 21 36 17 15 11 100
Style 18 25 15 26 16 100
Color 20 24 26 10 20 100
Average 27 24 20 15 14 100Total 167 213 192 125 103 800
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3 1
14
16
20
21
1 8
20
27
26
25
22
3 1
36
25
24
24
15
32
42
25
17
15
2 6
2 0
18
16
11
26
10
13
9
10
11
16
2 0
1 41 5
10
15
1 4
M ile ag e
Available
Pr ice
Af te r Se rv ice
Pick up
Style
Co l o r
Average
E xc
Ve ry
G oo
Av e
P o o
(Sources: - Questionnaire personal detail & Que-10)
Comment:-
Above graph show that respondents give more weightage
to the price then after they give more weightage to the mileage
before purchasing motorcycle
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FINDINGS
The study shows that 51 respondents are using Honda.
The current trend is that respondents give maximum no of point
to price and mileage.
The study show that 48 respondents are come to know from
others and 26 respondents are come to know from friends
about Hero Honda bike.
The study shows that 55 respondents are purchase Honda bikeby Loan and 45 respondents are purchase Honda bike by cash.
The study shows that 31 respondents are give point to mileage.
The study shows that more no. of respondents gives more
weightage to price. The more no. of serviceman, Students,
Businessmen, and others give more weightage to the price when
Professionals give more weightage to the mileage.
The study shows that 46 respondents are father take a decision
to purchase bike And 42 respondents are self take a decision topurchase bike.
The study shows that 30 respondents are give rank to available
in show rooms and 35 respondents are give rank to after service.
The study shows that 43 respondents are giving excellent to
festival offer and 41 respondents are give poor rank to the
anniversary offer.
The study shows that 45 respondents are purchase Honda bike
whose salary is below 5000 income.
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SUGGESTIONS
1. Honda should introduce a low price scooty.
2. For the promotion, company show make road-show that will
Increase the sales. The company should give more concentrateon the advertisement.
3. Honda Company should implement a new strategy to reduce
the competition and lead into the bike market.
4. As people expect more mileage per kilometer, company
should increase the mileage of the Honda bike.
5. Honda should make a sports bike with more milage giving in
the indian roads at affordable price of the consumers..
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SWOT Analysis
OFHONDA
SWOT AnalysisSWOT Analysis
Strengths
Ability to understand customers needs and wants
Recognized and established brand name
Effective advertising capability
Weaknesses
R&D is not close to the Hero manufacturing plant
Hero is vulnerable in the joint venture because
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Honda Motor Company has so much power
OpportunitiesOpportunities
Global expansion into the Caribbean and CentralGlobal expansion into the Caribbean and CentralAmericaAmerica
Expansion of target market (include women)Expansion of target market (include women)
Become Indias leader in the scooter marketBecome Indias leader in the scooter market
ThreatsThreats
Honda Motorcycles and Scooters India can takeHonda Motorcycles and Scooters India can takeaway market share and cause joint venture to goaway market share and cause joint venture to go
soursour
Bajaj Motors is a strong competitorBajaj Motors is a strong competitor
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REFERENCE MATERIAL
BIBLOGRAPHY
APPENDICES
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BIBLIOGRAPHY
Marketing research, G.C.Beri, Third Edition, Tata McGraw
Hill Publishing Company Limited, New Delhi, 2000
Marketing management, Philip Kotler, Twelth (Millennium)
edition, Prentice-Hall of India Private Limited, New Delhi, 2003
www. Honda2wheelersindia.com
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APPENDICES
QUESTIONNAIRE
1 Do you have own bike?
(a) Yes [ ]. (b) No [ ]
If yes than,
2 Which company bike do you have at present?
Company ____________________
3 Whom do you refer to purchasing bike?
(A) News paper [ ] (C) TV advertisement [ ]
(B) Friends [ ] (D) others [ ]
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4 Who is decision maker for purchasing bike in your family?
(A) Father [ ] (B) Mother [ ]
(B) Self [ ] (D) other [ ]
5 How you purchase bike?
(A) By cash [ ] (B) By Loan [ ]
6 What features you considers when you purchase bikeplease give the rank.
attributes excellent Very
good
good Average Poor Very
poor
price
Less maintenance
StyleDurability
Mileage
Easy driving
Brand reputation
Color
7 Rate the following attribute of show room
Attributes 1 2 3 4 5
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Available
After sales
Services
infrastructure
8 From where are you purchasing___________?
(A) Shivani Auto [ ] (C) Shiddi Auto [ ]
(B) Dhruv Auto [ ] (D) others [ ]
9 Rate the following schemes that attract you most.
attributes 1 2 3 4 5
Special
offer
Exchange
offer
Specialgift
Cash
discount
10 Rate the following feature you have purchase hero Honda
Bike.
Attribute 1 2 3 4 5Mileage
Available
Price
After service
Pick up
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11 give your suggestion.
______________________________________________________________________________________________________
___________________________________________________
CUSTOMER PERSONAL INFORMATION:-
A. Name: - ___________________________________________
B. Address:-______________________________________________________________________________________
___________________________________________
C. phone no:-__________________________________________
D. Age (in year):-
18 to 20 [ ] 21 to 25 [ ]
26 to 30 [ ] 31 to 35 [ ]
36 to 40 [ ] 41 & above [ ]
E. Occupation:-
Services [ ] Businessman [ ]
Students [ ] Professional [ ]
Others [ ]
F. monthly income:-
5000 [ ], 5000-10,000 [ ],10,000-15,000 [ ]
15,000-20,000 [ ], 20,000 Above [ ] .
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