A Study on Product Mix at Honda Motor Cycle” By
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Internship Report On “A STUDY ON PRODUCT MIX AT HONDA MOTOR CYCLE” BY SUNIL .HS 1NZ13MBA45 Submitted to VISVESVARAYA TECHNOLOGICAL UNIVERSITY, BELGAUM In partial fulfillment of the requirements for the award of the degree of MASTER OF BUSINESS ADMINISTRATION Under the guidance of INTERNAL GUIDE EXTERNAL GUIDE Mrs. SREOSHI DAS GUDTHA MR. RAVIKUMAR PROFESSOR MANAGER Department of Management NEW HORIZON COLLEGE OF ENGINEERING OUTER RING ROAD, MARATHALLI, BANGALORE 2013-15 ACKNOWLEDGEMENT I thank the almighty God for the blessing that have been showered upon me to complete the project successfully. An undertaking of this type is a result of contribution received from a number of people. Never can this reports are claim as my individual effort. No amount of words written will be sufficient and adequate to acknowledge all the people who have provided me with the inspiration, guidance and help during the preparation of the project. Therefore, I extend our deep sense of gratitude towards them. On the period of completion and submission of project I would like to express my deep sense of gratitude to NHCE, VTU for providing me Platform of management studies. I thank to our Principal DR. MANJUNATHA for his moral support during the project. I express my heartiest gratitude to my project guide and Director of Management studies Dr. SHEELAN MISHRA for her full support during the completion of the project report successfully. And I am too glad to my project external guide Mr. RAVI KUMAR, Proprietor providing an opportunity to carryout project on “PRODUCT MIX AT HONDA MOTOR CYCLE” and also for their help and tips whenever needed. Without his co-operation it was impossible to reach up to this stage. At last, my sincere regards to my parents, friends and the employees of the company who have directly or indirectly helped me in the project. Mr. SUNIL.H.S LIST OF CONTENT CHAPTER‟S PARTICULARS PAGE NO CHAPTER 1 INTRODUCTION 1-11 CHAPTER 2 INDUSTRY AND COMPANY PROFILE 12-33 CHAPTER 3 THEORITICAL BACKGROUND OF THE STUDY 34-46 CHAPTER 4 ANALYSIS AND INTERPRETATION 47-72 CHAPTER 5 FINDINGS AND CONCLUSIONS 73-76 CHAPTER 6 RECOMMENDATION AND SUGGESTION 77-78 CHAPTER 7 BIBLIOGRAPHY 79-80 CHAPTER 8 ANNEXURES 71-85 LIST OF TABLE TABLE NO PARTICULARS PAGE NO 4.1 Table showing age group of the respondents 48 4.2 Table showing occupational status of the respondents 49 4.3 Table showing education status of the respondents 50 4.4 Table showing income status of respondents (monthly 51 income) 4.5 Table showing crossable for features considered while 52 choosing bikes and opinion about Honda bikes 4.6 Table showing factors which promotes the customer to 53 know about the Honda 4.7 Table showing respondents opinion on the utility of 54 Honda bikes 4.8 Table showing awareness about various Honda bikes 55 4.9 Table showing factors which promotes the customer to 56 know about the Honda motor cycle 4.10 Table showing which Honda vehicle you are using 57 4.11 Table showing in future which bike you prefer. 58 4.12 Table showing comparison of Honda with other bikes in 59 market 4.13 Table showing crossable for external look description 60 and opinion about Honda bikes 4.15 Table showing major problems with the bikes since the 62 purchase 4.16 Table showing satisfaction about the fuel efficiency of 63 the bike 4.17 Table showing rating about Honda bikes 64 4.18 Table showing mode of purchase 65 4.19 Table showing who is the financer 66 4.20 Table showing do you call Honda the no1 bike of the 67 country 4.21 Table showing cross Table for satisfaction with after 68 sales services and opinion about Honda bikes 4.22 Table showing do you feel you got your money's worth 69 4.23 Table showing mileage of your vehicle 70 4.24 Table showing crossable for opinion regarding price of 71 spares and opinion about Honda bikes 4.25 Table showing crossable for colour preference and 72 opinion about Honda bikes LIST OF GRAPH GRAPHNO PARTICULARS PAGE NO 4.1 Graph showing age group of the respondents 48 4.2 Graph showing occupational status of the respondents 49 4.3 Graph showing education status of the respondents 50 4.4 Graph showing income status of respondents (monthly 51 income) 4.5 Graph showing crossable for features considered while 52 choosing bikes and opinion about Honda bikes 4.6 Graph showing factors which promotes the customer to 53 know about the Honda 4.7 Graph showing respondents opinion on the utility of Honda 54 bikes 4.8 Graph showing awareness about various Honda bikes 55 4.9 Graph showing factors which promotes the customer to 56 know about the Honda motor cycle 4.10 Graph showing which Honda vehicle you are using 57 4.11 Graph showing in future which bike you prefer. 58 4.12 Graph showing comparison of Honda with other bikes in 59 market 4.13 Graph showing crossable for external look description and 60 opinion about Honda bikes 4.14 Graph showing rating shock absorbers of the bike 61 4.15 Graph showing major problems with the bikes since the 62 purchase 4.16 Graph showing satisfaction about the fuel efficiency of the 63 bike 4.17 Graph showing rating about Honda bikes 64 4.18 Graph showing mode of purchase 65 4.19 Graph showing who is the financer 66 4.20 Graph showing do you call Honda the no1 bike of the 67 country 4.21 Graph showing cross Table for satisfaction with after sales 68 services and opinion about Honda bikes 4.22 Graph showing do you feel you got your money's worth 69 4.23 Graph showing mileage of your vehicle 70 4.24 Graph showing crossable for opinion regarding price of 71 spares and opinion about Honda bikes 4.25 Graph showing crossable for colour preference and 72 opinion about Honda bikes EXECUTIVE SUMMARY The project is all about the A Study on “PRODUCT MIX AT HONDA MOTOR CYCLE‟‟ The Chapter 1 of this project is about the introduction to Internship and Project Title, Objective, Scope, Research Methodology, Literature Review, Limitation The Chapter 2 is about Industry, company background, nature, vision, mission, objectives, products, and Future Perspective of the company. The chapter 3Theoretical background of the study The chapter 4 deals with Data Analysis and Interpretation covering the calculation by using Chi-square test with Bar chart. The Chapter 5 deals with Findings, conclusion and suggestion A study on product mix at HONDA MOTOR CYCLE CHAPTER: 1 INTRODUCTION 1.1 INTRODUCTION ABOUT THE INTERNSHIP An internship is a learning situation where the student has the occasion to gain practical experience. When placed in this situation, students expand their concepts of different organizational structures and different working relationships within the workplace. The intern is expected to provide information on the organization, in which he or she worked, reports of specific work completed, and specific sports and or recreational aspects relevant to the assigned tasks. The report also provides information on your communication skills and should indicate critical thinking skills. Since a major part of your experience should be related to either sports or recreation, that should be demonstrated in your report. BENEFITS OF AN INTERNSHIP Be able to experience a prospective career path Gain practical experience, by applying methods and theories learned in classes Network with professionals in your field, for references and future job opportunities Apply classroom Knowledge NEW HORIZON COLLEGE Page 1 A study on product mix at HONDA MOTOR CYCLE 1.2 TITLE OF THE STUDY “A STUDY ON PRODUCT MIX AT HONDA MOTOR CYCLE” 1.2 STATEMENT OF PROBLEM The above mentioned study becomes necessity today for the simple reason that the consumer today has a very wide variety of motor cycles to choose from, where some brand of motor cycles offer latest technology, some rand offer high mileage and others sturdiness and reliability while some brands offers speed and pick up. All these factors have made a very deep impact on the choice of the consumer. The main purpose of their study is to determine the range of products at Honda motorcycles. This study also tries to comparatively analyze and interpret the extent of the various models of Honda motor cycles in the present market scenario. 1.4 OBJECTIVES OF THE STUDY The specific objectives of the study are: 1. To identify the factors which influence consumer‟s purchase decisions? 2. To determine and compare the various models/ brands of Honda Motor Cycles 3. To identify the areas of Honda Motor cycles which requires improvement as perceived by customers 4. To provide suitable suggestions to the manufacturers to enhance the products and there range of study. 5. To help determine / analyze the potential scope of desired product towards the customers 1.5 SCOPE OF THE STUDY This study is conducted in Bangalore City Only. This study is undertaken to understand the taste and preference of the customer towards Honda bikes at TANSI Honda Motor Cycles. NEW HORIZON COLLEGE Page 2 A study on product mix at HONDA MOTOR CYCLE The study is restricted to comparing the following 6 brands which are popular in Bangalore City. Activa Dio Aviator Stunner Shine Unicorn It tries to determine the features of TANSI Honda Motorcycles, which have let to dissatisfaction among the users and provide suitable suggestions for the improvement of the product. It covers the consumer profile of motorcycle owners with reference to age, income, occupation etc. 1.6 REVIEW OF LITERATURE Literature review: Borden (1965) claims to be the first to have used the term “marketing mix” and that it was suggested to him by Culliton‟s (1948) description of a business executive as “mixer of ingredients”.