A PROJECT REPORT

On

“A Study on Consumer’s Perception towards

Honda Activa in Muzaffarpur City”

Towards partial fulfillment of Bachelor of Business Administration (BBA)

BABASAHEB BHIMRAO AMBEDKAR BIHAR UNIVERSITY, MUZAFFARPUR

PROJECT GUIDE SUBMITTED BY

PROF. ABHAY KR. BITTU ANJALI SAH
Resource Person BBA VI th SEMESTER
Dept.of BBA Roll No. – 17267
Reg. No.- 1743/2017

SESSION – 2017-2020

DR.R.M.L.S COLLEGE,MUZAFFARPUR
A NAAC ACCREDITED COLLEGE.

i
 DECLARATION

I hereby declare that this Project Report entitled “A Study on Consumer’s Perception

towards Honda Activa 4G in Muzaffarpur” in the partial fulfillment of the requirement of

Bachelor in Business Administration of BRA Bihar University, Muzaffarpur is based on

primary & secondary data collected by me from various departments, books, magazines and

websites under guidance of my faculty Prof.Abhay Kumar Bittu.

It is my own work to the best of my knowledge & contains no material written by any other

person.

Anjali Sah

ii
 ACKNOWLEDGEMENT

I would like to express my gratitude to all those who gave me the possibility to

complete this field work. I would like to thank my college authorities and I am

particularly appreciative to Prof.Abhay Kumar Bittu who gave his time to assist with

my requests for information, as well as for his guidance and valuable assistance from

the offset of this field work. His insights and remarks were of great value.

Especially, I would like to give my special thanks to my parents, their love and

blessing enabled me to complete this work.

Anjali Sah

iii
 PREFACE

A Project work is a part of management studies which is very important for each and every

management student. The purpose of the field work is to enhance the knowledge and skills of

the student and generate scope for the implementation of his/her acquired skills and

knowledge during his/her BBA course. It also helps to acclimatize the student with the

organization and the industry in which this organization exists. The objective of the summer

training is to see how an organization works and gain knowledge of the happenings in the

business world. Management trainees are trained to manage the matters of the organization in

a planed and systematic manner.

This study has helped us a lot in sharpening our knowledge and has also made us aware about

the happenings of the business world. This learning experience has increased our competence

which would help us in the management of corporate sector.

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 TABLE OF CONTENT

Sl. No. Contents Page No.

1 Introduction 1

2 Company profile 3

3 Objectives of the study 5

4 Research Methodology 6

5 Data Analysis & Interpretations 10

6 Findings 24

7 Conclusion 25

8 Suggestions/Recommendations 26

9 Limitations 27

Bibliography 28

Appendix 29

v
 INTRODUCTION

Honda Activa Design and Style

The Honda Activa was launched in India in 2000, since then it has changed the way

we look at scooters. In 2017, the Japanese two-wheeler manufacturer launched the

fourth-generation Activa with new features such as Auto Headlamp On (AHO) and

two new colours: Silver and Grey and the Activa’s engine is now BS-IV compliant.

The design of the new Honda Activa resembles its previous generation. The styling of

the Activa is simple and designed to appeal to the masses. The Activa features

handlebar-mounted headlamp flanked by the turn indicators. The front apron along

with the faux air vents of the Activa is simple looking.

The rear profile of the Honda Activa features an attractive taillamp blending well with

the rear unit. The 4G badge is displayed prominently on the rear body panel. The

1
Honda Activa features analog unit which houses the speedometer, odometer, fuel

gauge and tell-tale lights.

Honda Activa Engine and Performance

Mechanically, the Honda Activa is powered by a 109.2cc, single-cylinder, air-cooled

petrol engine, which is now a BS-IV compliant. The engine produces 8bhp and

8.83Nm torque and comes mated to an automatic gearbox.

The engine performance of the Honda Activa is refined and linear; the scooter

performs well while overtaking slower vehicles in the city. The Activa offers stiffer

ride and handling of the Activa is excellent.

2
 COMPANY PROFILE
Honda Motorcycle & Scooter India, Private Limited

Industry Automotive

Founded 1999

Headquarters Gurgaon,Haryana, India

Key people Minoru Kato, President and CEO

Products Motorcycles, scooters , Sports Bikes

Parent Honda Motor Company, Limited

Website HMSI

Honda is the world’s largest manufacturer of two Wheelers , Recognized the world

over as the symbol of Honda two wheelers , the ‘Wings’ arrived in India as Honda

Motorcycle and Scooter India Pvt. Ltd. (HMSI ), a 100% subsidiary of Honda Motor

Company Ltd., Japan ,in 1999. Since its establishment in 1999 at Manesar, District

Gurgaon, Haryana, Honda has lived up to its reputation of offering the highest quality

at the most reasonable price. Despite being one of the youngest players in the Indian

two-wheelers market, Honda has become the largest two wheeler manufacturer as well

as the second largest two-wheelers company in India.

Honda is also the fastest growing company in country today. With a host of facilities

under its wings, the first factory of HMSI is spread over 52 acres including a covered

area of about 100,000 sq. meters in Manesar, District Gurgaon, Haryana with an

annual capacity of 1.65 million units. To meet the ever increasing demands of the

3
products, Honda has started operations of its second plant in Tapukara, District Alwar,

Rajasthan. Expanding to full operations , Honda production capacity has jumped 30%

year on year to 2.8 million per annum in FY 12- 13.

Honda’s third plant at Narsapura Industrial Area near Bengaluru, Karnataka is

equipped to manufacture 1.2 million units. Utilizing production technologies refined at

Manesar & Tapukara plants as starting point, the 3rd plant is employed with state-of-

the-art manufacturing, automation and environment friendly technologies to deliver

quality products.

On February 17 2016, Honda enograted the “World’s largest only scooter plant" at

Vithalapur Gujarat with annual capacity of 1.2 million units. The new plant will

employ approximately 3000 people within first 2 years of commercial production.

4
 OBJECTIVES OF THIS STUDY

1. To study the behaviour of consumer in buying product of Honda Activa in

Lucknow.

2. To find out the various factors that determines the choice of consumers regarding

Honda Activa.

3. To examine the customers’ perception towards Honda Activa.

5
 RESEARCH METHODOLOGY

Research is a systematic and continues method of defining a problem, collecting the

facts and analyzing them, reaching conclusion forming generalizations.

The systematic and objective identification, collection, analysis, dissemination, and

use of information for the purpose of assisting management in decision making related

to the identification related to solution to problems and opportunities

Marketing Research is the function that links the customer, consumer, and public to

the marketer through information- information used to identify and define marketing

opportunities and problems; generate, refine, and evaluate marketing actions;

monitor marketing performance; and improve understanding of marketing as a

process.

The study of research methods provides manager knowledge and skill needed to solve

the problems and meet the challenges of a fast-paced decision-making environment.

Three factors that stimulate an interest of managers in research study are

 The manager’s increased need for more and better information.

 The availability of increased techniques and tools to meet this need.

 The result information overload if discipline is not employed in the process

 Research methodology is a way to systematically solve the problem. It may be

understood has a science of studying how research is done scientifically. In it we study

the various steps that all generally adopted by a researcher in studying his

research problem along with the logic behind them.

The scope of research methodology is wider than that of research method. Thus when

we talk of research methodology we not only talk of research methods but also

consider the logic behind the method we use in the context of our research study and

explain why we are using a particular method. 

6
(I)  RESEARCH DESIGN

I have used Descriptive research design for this study.

Descriptive research is a study designed to depict the participants in an accurate

way. The three main ways to collect this information are: Observational, defined as a

method of viewing and recording the participants. Case study, defined as an in-depth

study of an individual or group of individuals

(II) SAMPLIE DESIGN

SAMPLE UNIVERSE: Muzaffarpur

SAMPLE SIZE: A sample of minimum respondents was selected from Muzaffarpur. An

effort was made to select respondents evenly. The survey was carried out on 100 respondents.

SAMPLE UNIT: In this project sampling unit consisted of the customers of Honda Motors,

Muzaffarpur.

SAMPLE AREA: Lucknow

SAMPLING TECHNIQUE: For the purpose of research Simple random sampling technique

was used.

SAMPLING FRAME: It consisted of various sources from where information about the

respondent is extracted. Mainly personal links and Customers of Honda Motors, Muzaffarpur

are used for getting information about the respondents.

(III) DATA SOURCE

DATA COLLECTION SOURCE: Two methods have been used to collect the

relevant data, which are essential for the study, they are:

 Primary Data: data is collected to obtain desired information through structured

questionnaire.

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  Secondary Data: it is compiled through books, magazines, newspapers and internet

etc…

(I) TOOLS OF PRESENTATION:

 STATISTICAL TOOLS TO BE USED: A structured questionnaires is used to

collect the data and data will be analyzed with the help of percentage table,

respective graph, bar graph and pie charts.

8
Project Research Type Descriptive Research
Data Sources Primary Data , Secondary Data
Research Approach Survey Method
Research Instrument Questionnaire
Data Analysis Logical analysis
Sampling Procedure Random Sampling
Sample Size 100 Respondents
Geographical Coverage Muzaffarpur

9
 DATA ANALYSIS & INTERPRETATION

Table 1:

Age Group of the Respondents

Age No of respondents
18-25 39
25-32 18
32-39 11
39 & above 32

Observation

Age is the very important factor in the purchase decisions of the

customers. People of different age group prefer different types of two
wheelers. Out of the surveyed 100 respondents, 39 % respondents belong
to the age group 18-25 years; 18 % respondents belong to the age group of
25-32 years; and 11 % respondents belong to the age group of 32-39; 32
% of them belong to 39 & Above.

10
 39
40
35 32

30
25
18
20 39 & above
15 11
10
5
0
a b c d

Graph 1: Age Group of the Respondents

Table 2:

Sex of the respondents

Sex No of respondents
Male 76
Female 24

Observation
Sex is also an important consideration for the marketers so as to know
which of the sex prefer to buy their products. The above study shows
that out of the surveyed 100 respondents of Honda Activa 4G 76% of the
users were male and the rest 24% of them were female. This reveals that
male users are more in number but there are also females who too use
Activa.

Graph 2:

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Sex of the respondents

76
80
70
60
50
40 female
24
30
20
10 Table
0 3:
a b

Occupation of the Respondents

Occupation No of respondents
Student 34
Service 21
Business 6
Professional 39

Observation
Occupation is very important factor or consideration in purchasing a two wheeler. People
prefer to buy a two wheeler for the sake of their status and the kind of work they do. Out of
the surveyed 100 respondents, 6 % or 6 respondents were doing business; 39 % or 39
respondents were doing professional; 21 % or 21 respondents were doing service; and 34 %
or 34 respondents were student.

Graph 3:

Occupation of the Respondents

12
 39
40 34
35
30
25 21

20 professional
15
10 6

5
0
a b c d

Table 4:

Monthly Income of the Respondents

Monthly Income No of respondents
5000-10,000 7
10,000-15,000 47
15,000-20,000 19
20,000 & Above 27

Observation
Income is the important consideration in the purchase of a two wheeler.
Depending on his income the person will go for the type of two wheeler,
which he can afford for. Out the surveyed 100 respondents; 7 % or 7
respondents belong to 5000-10,000; 47 % or 47 respondents belong to

13
10,000-15,000; 19 % or 19 respondents belong to 15,000-20,000; and
rest 7 % or 7 respondents belong to 20,000 and Above.

Graph 4:

Monthly Income of the Respondents

47
50
45
40
35
27
30
25 19 20,000& above
20
15
7
10
5
0
a b c d

Table 5:

Ownership status of the Activa

Ownership status No of respondents
Self owned 99
Company owned 1
Company leased 0

Observation
The study shows that out of the 100 surveyed respondents 99% of them
owning Activa were self-owned, 1% was company owned and none of
them were using company leased.

14
Graph 5:

Ownership status of the Activa

99
100
90
80
70 Table
60 6:
50 company leased
40
30
20
10 1 0
0
a b c

Recommendation of Activa to others

Recommendation No of respondents
Yes 87
No 13

Observation
The above study reveals that the 87% of the respondents would like to
recommend Honda Activa 4G to others, such as their friends and
relatives. And 13% of the respondents told that they would not
recommend Activa, as they would get a bike for the same cost.

15
Graph 6:

Recommendation of Activa to others

87
90
80
70
60
50
no
40
30
13
20
Table
10
0 7:
a b
Ratings
for
Ride, Handling

Ratings No of respondents
Excellent 48
Good 26
Average 16
Poor 10

16
Observation
The study shows that the respondents ratings for Ride & Handling. 48%
of them told that it was excellent, 26% told that it was good, 16% told
that it was average and 10% of them told that it was poor.

Graph 7:

48 Ratings for
50
Ride,
45
40 Handling
35
30 26
25 poor
20 16
15 10
10
5
0
a b c d

Table 8:

Ratings for Comfort

Ratings No of respondents
Excellent 52
Good 24
Average 23
Poor 1

17
Observation
The study shows that the respondents ratings for Comfort. 52% of them
told that it was excellent, 24% told that it was good, 23% told that it was
average and 1% of them told that it was poor.

Ratings for Comfort

60
52
50

40

30 24 Table 9:
23 poor

20 Ratings for

10 Road Grip
1
Ratings
0 No of respondents
a b c d
Excellent 17
Good 21
Average 37
Poor 25

Observation
The study shows that the respondents ratings for Road Grip. 17% of them
told that it was excellent, 21% told that it was good, 37% told that it was
average and 25% of them told that it was poor.

Ratings for Road Grip

18
 40 37

35

30
25
25 21
20 17
poor
15
Table 10:
10

5 Ratings for

0 Engine
a b c d

Performance

Ratings No of respondents
Excellent 47
Good 15
Average 31
Poor 7

Observation
The study shows that the respondents ratings for Engine Performance.
47% of them told that it was excellent, 15% told that it was good, 31%
told that it was average and 7% of them told that it was poor.

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Ratings for Engine Performance

50 47

45
40
35 31
30
25 poor
20 15
15
10 7

5
0
a b c d

FINDINGS

 Honda Pvt. Ltd. Occupy prime position with 52% of sample size

recommending the dealers for Honda Activa 4G two wheelers.

 27% of the sample size told that the service given by the Honda was excellent.

 Advertisements have popularized other dealers with friends of the customers

with 42% of them indicating for it.

 Delivery instruments are given properly by all the dealers.

 All the customers say that they prefer to service their vehicles at the authorized

service centers only.

 33% of the customers told that they would purchase another Honda Activa 4G

in future for their family members or for their relatives.

 29% of the customers say that they purchased Activa for its travelling comfort.

20
 22% told that Activa is easy to ride.

 26% told that Activa is a fuel efficient two wheeler.

 99% of the customer’s ownership status of Activa is self-owned.

 12% purchased Activa as they felt it was a trend for it.

 Indian market is full of middle class customers and most of the customers

owning Activa belonged to middle class category.

 The customers got aware of Honda Activa 4G largely through magazines and

newspapers.

 34% of the customers were students and 39% of them were professionals.

 76% of the customers were male and 24% of them were female.

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 CONCLUSION

 Improved product and process quality

 Incorporates lessee learned and best practices from global automotive
industry
 Provides additional confidence for global souring
 Provides a global quality system approach in the supply chain for
subcontractor development and consistency.
 Reduction in variation, waste and increased efficiency
 Reduction in second party audits and elimination of multiple third party
registration
 Provides a common language for worldwide quality system requirements

22
 SUGGESTIONS

This study is aimed at analyzing customer satisfaction with sample of 100 members,

which has helped in getting an overall view of customer satisfaction towards Honda

Activa 4G considering different criteria.

Base on the study following suggestions can be considered

 Providing more techno-driven, sophisticated exteriors keeping track of present

situation.

 To increase the mileage efficiency

 To provide mobile servicing a should be able to reach the spot in case of any

breakdown

 To bring down the cost of spares and to improve genuinely.

 To change shape or body design of Omni so as to increase road safety

especially during swift turns.

 To give more ads on to drive slowly and safely.

 Sales executives should constantly review the present, the past and the future

objectives and there by evaluate their performance.

 Gathering and processing data through electronic data processing system there

by time spent on information evaluation feed back can be reduced.

 Building satisfaction: sales person should reassure the customer regarding

decision taken by him while ordering product/service.

 They should constantly provide adequate solutions for purchasing a product.

23
 Limitations of the study

 The project is valid for Lucknow only.

 It was not possible to cover each and every area due to time constrains.

 There may be some biased response from the respondents

 Some respondents did not provide the full data.

 Unwillingness on the part of the customers to disclose the information as per the

questionnaire.

 The decisiveness on the part of the customers regarding

24
 BIBILIOGRAPHY
Books:

 Kothari. C.R (2004): Research Methodology Methods & Techniques‟, New

Age International Publishers, New Delhi, 2nd Edition.

 Richard I. Levin, David S. Rubin (2004): „Statistics for Management‟,

Prentice Hall of India Private Limited, New Delhi, 7th Edition.

 Jayaram, N. and Sandhog, R.S. (1998), Housing in India - Problems, Policy

and perspectives, B.R. Publishing Corporation, Delhi.

Internet

 https://www.bikes4sale.in/new-bike-showrooms/dealer/tvs/uttar-

pradesh/Lucknow/4960/sardar-tvs

 http://compare.pricesofindia.com/dealers/tvs/uttar-pradesh/Lucknow

 http://dealer.tvsmotor.com/find/Lucknow/Uttar%20Pradesh#

25
 QUESTIONNAIRE

Name:

Age:

Gender:

Address: ---------------------------------------------------------

Phone No:

Email ID:

Occupation: Student  Business 

Service  Professional 

Monthly Income: 5000-10,000  10,000-15,000 

15,000-20,00  20,000 & Above 

SPECIFIC INFROMATION

1. What is the owner ship status of Honda Activa 4G?

Self owned 

Company owned 

Company leased 

2.Age group of the respondents

o 18-25
o 25-32
o 32-39
o 39 & above
3. sex of the respondents

o Male
o Female

26
4. If you were to recommend a scooter would you

recommend anyone Honda Activa 4G?

Yes  No 

5. How do rate Honda Activa 4G in terms of

Basis Excellent Good Average Poor

Ride, Handling

Comfort

Road grip

Mileage

Design

Engine performance

Speed

Braking

Pick-up

6. Where did you buy your scooter?

Dealers Name:

Silicon Honda  City Honda 

Haiku Honda  Planet Honda 

7. Reason for above dealers?

Service performance facilities  Friends 

Advertisement  Others 

8. Where do you usually go for service?

Authorized selling dealer 

Other authorized service center 

27
 Private shop 

9. Are you planning to buy another Activa in the near

future?

Yes  No 

10. What mode of do you prefer?

Cash  Finance schemes 

Company loan  Others 

11. What are the sources the create awareness?

News papers  Television 

Magazines  Show-room display 

Exhibition  Postal catalogue 

12. Occupation of the respondents

 Student
 Service
 Business
 Professional
13. Ratings for comfort
 Excellent
 Good
 Average
 Poor
14. Ratings for road grip
 Excellent
 Good
 Average
 Poor
15. Ratings for engine performance

 Excellent

28
 Good
 Average
 Poor

29