Industrial Project Report

On
Customer perception about HONDA
A Case Study on BATHINDA AUTOMOBILES
Submitted in the partial fulfillment for the requirement of the Degree of
Master of Business Administration (Integrated course)
(2014-2015)

Submitted By
Manoj
Kumar
MBA(IC) 2ND
Roll no. 721

UNIVERSITY SCHOOL OF BUSINESS STUDIES

GURU KASHI CAMPUS
PUNJABI UNIVERSITY
TALWANDI SABO
BATHINDA

INDEX

S.NO

CHP. NO

TOPIC

1.

CERTIFICATE

2.

ACKNOWLEDGEMENT

3.

DECLARATION

4.

PREFACE

PAGE. NO

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
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
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
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

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 secondlargest Japanese automobile manufacturer in 2001. Honda was the eighth largest
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 contract 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.
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 volume
and 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 exchanges
in Osaka, Nagoya, Sapporo, Kyoto, Fukuoka, London, Paris and Switzerland.
3.
The company has assembly plants around the globe. These plants are located
in 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 Acura
vehicles 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 high
against the dollar. Honda Racing Corporation (HRC) is Honda's motorcycle racing
division.
Honda has also created joint ventures around the world, such as Honda Siel
Cars , Guangzhou Honda and Dongfeng Honda in China, Boon Siew Honda in
Malaysia and Honda Atlas in Pakistan.

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 2
wheeler company in India. HMSIs brand ambassador is Akshay Kumar.
FOUNDED - 20 August 1999 in Manesar , Gurgaon, Haryana, India
INDUSTRY Automotive
HEADQUARTERS - Haryana, India
KEY PEOPLE - Keita Muramatsu, President and CEO

PRODUCTS - Motorcycles, Scooters

WEBSITE www.honda2wheelersindia.com
HMSI have main office in Haryana. HMSI have currently 5 regional offices. These
are 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 FY11-12. To
further meet increasing customer demand, Honda has inaugurated its third plant of 12
lac unit production capacity at Narsapuram (Dist. Kolar, Karnataka) on May 28, 2013
and production commenced starting June13. 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
FY14 end.

Network:

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 FY2013-14, 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 of
Green 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, Hondas first truly mass motorcycle for India
Dream Yuga has been the proud recipient of 6 key awards including Viewers
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 Tv18 Overdrive
Awards and Motorcycle of the Year up to 110cc at the ET ZigWheels Awards.

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 for
individual stems from the following three points:
Initiative
Equality
Trust
It is the contribution from each individual in the company that has made our company
what it is today and that, which will take us into the future.
THE THREE JOYS
7.
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. Thats why we are saying we are a company built on dreams. The
power of Hondas dreams will continue to lead new insights and technologies in
motorcycle and other fields of mobility. And Honda will spread the philosophy of the

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
Location

Second Plant

Third Plant

IMT*

Manesar, Tapukara

Narsapura

Dist.

Gurgaon,

Dist. Kolar, Karnataka

Haryana

Industrial

Area,

Area,Dist. Alwar,
Rajasthan

Annual

16 lac units (at full

12 lac units (at full

12

lac

units

Production

production)

production)

(production

started)

Capacity

Additional 6 lac units

* (by FY14 end)

* Planned future production capacity expansion

8.
HMSI Sales Plan (Domestic + Export)
2001- 2002- 2003- 2004- 2005- 2006- 2007- 2008- 200902
03
04
05
06
07
08
09
10
SC 55,500 166,30 341,40 486,15 499,90 546,70 629,09 666,45 751,90
0
0
0
0
0
0
0
0
HM
SI MC 0
0
0
64,950 100,70 168,60 278,11 403,75 520,00
Sale
0
0
0
0
0
s Total 55,000 166,30 341,40 551,10 600,60 715,30 907,20 1,070, 1,271,9
0
0
0
0
0
0
200 00
Gro 100% 202% 105% 61% 9%
19% 27% 18% 19%
wth
Industry 3,321, 5,053, 7,948, 6,576, 7,580, 8,482, 8,087, 8,481, 10,569,
000 000 000 000 000 000 000 000 000
Market 1%
3%
4%
8%
8%
8%
11% 13% 12%
Share

201011
907,42
1
750,63
2
1,658,0
53
30%

201112
1,242,9
75
864,22
6
2,107,2
01
27%

201213
1,462,9
18
1,291,6
66
2,754,5
84
31%

13,397, 15,805, 15,811,

606
000
405
13% 13% 17%

HONDA ECO TECHNOLOGY

Honda launched the all new Honda Eco technology in 2013, making the Most Fuel
Efficient 2W in India!

The new Honda Eco Technology boosts fuel efficiency of Hondas 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

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
Established
Place
Capital
Representative
Factory Location
Production
Capacity

Honda Motorcycle & Scooter India Pvt.

Ltd.
20th Aug, 1999
Manesar, District Gurgaon, Haryana, India
Rs. 300 Crore
Mr. Yukihiro Aoshima, President & CEO
Manesar, District Gurgaon, Haryana, India
7,50,000 units per year
10.

HMSI VEHICLES
Motorcycles
sold
by
HMSI
include
the Aviator, Activa, Dio, Unicorn, Shine, CBF125
Stunner, CB
Twister, Dream
Yuga, CBR250R,CBR150R, Activa i, CB Shine, Dream NEO CB Trigger and Honda
CD110.

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 longlasting relationship with our business associates.
We seek to maintain a warm, positive and friendly work.

11.

CHAPTER II
HONDA PRODUCTS

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.
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 Activa125
are sold in India. Activa125s 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 of
September 2013, 141,996 Honda Activa scooters were sold; nearly equal to Honda's
entire 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 singlecylinder 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

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

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

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 called
Stunner 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

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 2stroke 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

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 125150 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

HONDA CB TRIGGER
TAG LINE: UNTAME YOURSELF
Honda

CB

Trigger or CB150 is

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-stroke
engine bike made by Honda. It is manufactured and marketed in India by the Honda
subsidiary Honda Motor and Scooter India (HMSI). It is available in Colombia and
Philippines. It was introduced in December 2009.It is a scaled down model of Honda
CB1000R.It was given "the most awarded motorcycle of the year" in 2011. It is
available in the Colombia and Philippines as the Honda CB110, and in India as the
CB Twister. Its price in the showroom is rupees 45445 to rupees 51755.

HONDA CB SHINE

HONDA CB SHINE
TAG LINE: WINNERS 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 in
showroom is rupees 48241 to rupees 55057.
20.
HONDA DREAM NEO

HONDA DREAM NEO

TAG LINE: APNI FILM KA SUPERSTAR
Honda Motorcycle and Scooter India have launched the Dream Neo
motorcycle. Part of Hondas Dream series, the Neo is the manufacturers first
motorcycle to come equipped with Honda Eco Technology (HET).
The Dream Neo is the most affordable motorcycle in Honda Indias 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 an
efficiency of 74kpl.It comes in 6 colors. Its price in showroom is rupees 43114 to
rupees 47250.

21.

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
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 of
Sense 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.
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 the
fundamental 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 notion
of 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 products
helps marketers to understand how to improve existing products, what types of
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
consumers 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
buyers 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. For
example, an automobile manufacturer can advertise a cars maintenance-free feature
while downplaying fuel mileage.
25.

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 todays 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
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.
(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

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

AND
ANALYSIS

30.
Q1. Gender of the respondents?
Particular

Response

Percent

Male

52

65.0

Female

28

35.0

Total

80

100.0

INTERPRETATION

Graph:-1

65%
70%
60%
50%
35%

40%
30%
20%
10%
0%
Male

Female

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
Graph:-2

18%

20%
18-28 years
29-39 years
40-50 years

27%
35%

above 50

Source: Based on primary data

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

10.0

Business man

28

35.0

Service man

20

25.0

Others

24

30.0

Total

80

100.0

INTERPRETATION
Graph:-3

30%

10%

student
Business man

35%

service man
others

25%

Source: Based on primary data

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 job
can 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?
Particulars

Response

Percentage

Up to 10000

5.0

10001-20000

16

20.0

20001-30000

28

35.0

30001-40000

24

30.0

Above 40000

10.0

None

0%

INTERPRETATION
Graph: 4
40%
35%
30%
25%
20%
15%
10%
5%
0%

35%

30%

20%
10%

5%

0%

Source: Based on primary data

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 customers 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?
Particulars

Response

Percentage

High school

13

16.25

Graduation

35

43.75

Masters degree

18

22.5

Others

14

17.5

Total

80

100.0

INTERPRETATION
GRAPH: 5

50%
45%

44%

40%
35%
30%
25%

23%

20%

18%

15% 16%
10%
5%
0%
High school

Graduation

Master's degree

Others

Source: Based on primary data

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?
Particulars

Response

Percentage

Married

48

60.0

Unmarried

28

35.0

Separated

5.0

Total

80

100.0

INTERPRETATION
GRAPH: 6

8
920%
8
7
6
5
4
3
2
1
0
Married

35%
5%
Separated

Unmarried

Source: Based on primary data

ANALYSIS - From the data collected by the primary source regarding respondents
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?
Particulars

Response

Percentage

1-3

16

20.0

4-5

28

35.0

More than 5

36

45.0

Total

80

100.0

INTERPRETATION
GRAPH: 7

20%
45%

1 to 3
4 to 5

35%

More than 5

Source: Based on primary data

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

Dio

Stunne

Aviator Twister Drea

Trigge

Shin

Other

m neo

Response

15

13

15

15

percentag

12%

2.4

10.4%

12%

12%

4%

1.6%

2.4%

7.2%

INTERPRETATION
Graph: 8

14%
12%

12.00%

12.00% 12.00%
10.40%

10%
7.20%

8%
6%

4.00%

4%

2.40%

1.60%

2%

2.40%

0%

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 technolog

Brand

shape

image

10

10

11

16

10%

12.5%

12.5%

13.75%

20%

INTERPRETATION
GRAPH: 9

Power

Fuel
efficiency

25%
20%
15%
10%

20%

5%

10%

13%

13%

14%

Brand image

Power

0%
Size and shape Technology

Fuel efficiency

Source: Based on primary data

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?
Particulars

Response

Percentage

Features

20

25.0

Price

12

15.0

After sale services

24

30.0

Total

80

100.0

INTERPRETATION
GRAPH: 10

30%
30%

25%

25%
15%

20%
15%
10%
5%
0%
Features

Price

after sale services

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?
Particulars

Response

Percentage

Yes

76

95.0

No

5.0

Total

80

100.0

INTERPRETATION
GRAPH: 11

100%
80%
60%

95%

40%
20%
5%

0%
Yes
No

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?
Particulars

Response

Percentag
e

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

18%

25%

Less then 1 yrs

2 to 4 yrs
4 to 6 yrs

28%

More than 5 yrs

30%

Source: Based on primary data

ANALYSIS - All information collected from the respondents regarding their
experience with Honda brand, is can be easily understand that 25% of Honda existing
customers 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?
Particulars

Response

Percentage

Extremely satisfied

16

20.0

Satisfied

40

50.0

Neutral

16

20.0

Dissatisfied

7.5

Extremely dissatisfied

2.5

Total

80

100.0

INTERPRETATION - GRAPH: 13

60%
50%
40%
30%
20%
10%
0%

50%
20%

20%

8%

3%

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

FINDINGS OF THE
RESEARCH

44.

FINDINGS

Customers always expects for a better quality of service from the automotive
dealers, so that they will not suffer any loss because of them. While surveying,
I find that all customers have not the same expectations, and they are not same
by economically or geographically. So the behavior pertaining while dealing a
Bike / Scooter, all customers do not behave in the same way. Some of them
want more discount, some of them want a better service after sale.

About 80% of bike users are using the brand Honda. They have faith on
Honda.

The analysis report says that most of the users are using Honda scooters.

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
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
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

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.

Company should enquire that, their customers are satisfied or not satisfied
with the efforts, and go through the customers 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 employees product knowledge, market

situation, and its competitors knowledge by giving proper training to
employee.
49.

CHAPTER - IX
LIMITATIONS OF
RESEARCH

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.

51.

CHAPTER X
S.W.O.T. ANALYSIS
OF
HMSI

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.
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.

54.

BIBLIOGRAPHY

55.

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.

ANNEXURE

57.
QUESTIONNARIE
Respected Sir/ Madam
I am Manoj Kumar, student of MBA(IC) 4th 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

Businessma

servicema

Others

Response

58.
Q4. Monthly income?
Particular

Up
10000

to 1000120000

20001-

30001-

Above

30000

40000

40000

Response

Q5. Highest level of education you have completed?

Particular

High school

Graduatio

Masters

degree

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?

Others

None

Model

Activ

Di

Stunne

Aviator Twister Drea

Trigger Shin

m neo

Respons
e

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

Brand

shape

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?
Particulars

Response

Yes
No

60.
Q12. Your experience with the Honda brand?
Particulars
Less than 1 yrs

Response

Other
s

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?
Particulars

Response

Extremely satisfied
Satisfied
Neutral
Dissatisfied
Extremely dissatisfied

61.