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
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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.
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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”. An executive is “a mixer of ingredients,who sometimes follows a recipe as he goes along, sometimes adapts a recipe to the ingredients immediately available,and sometimes experiments with or invents ingredients no one else has tried” (Culliton, 1948). The early marketing concept in a similar way to the notion of the marketing mix, based on the idea of action parameters presented in 1930s by Stackelberg (1939). Rasmussen (1955) then developed what became known as parameter theory. He proposes that the four determinants of competition and sales are price, quality, service and advertising. Mickwitz(1959) applies this theory to the Product Life Cycle Concept. Borden‟s original marketing mix had a set of 12 elements namely: product planning; pricing; branding; channels of distribution; personal selling; advertising; promotions; packaging; display; servicing; physical handling; and fact finding and analysis. Frey (1961) suggests that marketing
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A study on product mix at HONDA MOTOR CYCLE variables should be divided into two parts: the offering (product, packaging, brand, price and service) and the methods and tools (distribution channels, personal selling, advertising, sales promotion and publicity). On the other hand, Lazer and Kelly (1962) and Lazer, Culley and Staudt(1973) suggested three elements of marketing mix: the goods and services mix, the distribution mix and the communication mix. McCarthy (1964) refined Borden‟s (1965) idea further and defined the marketing mix as a combination of all of the factors at a marketing manger‟s command to satisfy the target market. (Goi 2009) Product selection matters for a firm‟s productivity and long-run growth. Recent theoretical and empirical studies indicate that an important margin of adjustment to policy reforms is the reallocation of output within firms through changes in product mix decisions. This paper examines the frequency, pervasiveness and determinants of product switching and upgrading activities in firms located in China‟s state-owned forest areas during a period of gradual institutional and managerial reforms (2004-2008). We find that changes to the product mix are pervasive and characterized by adding or churning products rather than only shedding products. Moreover, changes in firms‟ product mix have made a significant contribution to the aggregate output growth during our sample period. We also find that firms with different characteristics, human capital and market conditions differ in their propensity to diversify and upgrade product mix. (Wengb February 2012)
Valuing manufacturing flexibility has been done for more than two decades. In this paper, however, we will focus on the flexibility related to product mix. Traditionally, investment appraisal is based on net present value and other discounted cash flows techniques. These tech- niques ignore the value of flexibility related with management adaptation, or the influence of new information during the project life time [3]. Another relevant problem is the increase of variables affecting the decision process, despite the required profitability under demand fluctuation [4], such as flexibility, cost adaptabil-ity, equipment‟s requirements and eventual reconfiguration [5], mainly linked with the diversified customer base, product models and variants extension, smaller lot sizes, accelerated time to market and shorter life-cycles [6,7]. Recent developments in technology, like flexible manufacturing systems, can provide benefits that are not properly captured by traditional approaches; we refer mainly to economies of scope [8]. The Real options approach, on the other hand, requires expected discounted future cash- flows to be signif-icantly above the investment costs, by addressing the limitation of traditional
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A study on product mix at HONDA MOTOR CYCLE approaches and valuing the flexibility of management decisions along the project period [9]. Traditional techniques admit that management makes an irre-vocable decision on the basis of future market expectations, assuming that the deterministic discounted cash flows are known at the initial moment. The traditional techniques can be used and are valid in the absence of uncertainty, but their use is not correct when managers are able to react in the presence of new informa-tion from the market and, therefore, to improve the value of the project. Manufacturing flexibility is the ability to deal with a changing environment and can be seen as a competitive priority [10–12], but acquiring flexibility has a cost [13] and should be valued [14]. The literature reports several methods to measure the manufacturing flexibility (see, e.g. [15–21]). Different studies on managerial flexibility have been done for almost two decades, using real options and other techniques (see, e.g. [3,22–26]). The bases of the developments are the decisions whether to buy flexible or non-flexible equipment and how much capacity should be acquired, with regard to the fact that investment is irreversible. Different types of flexibility can be evaluated such as the “vol-ume”, “process” and “product mix”, which can be, respectively, defined as the ability to operate profitably at different outputs or scales, with different designs and routes or in the presence of sev-eral products being manufactured without causing set-ups increase (e.g. [27,28]). We refer specifically to product mix flexibility and the capacity of production equipment to handle the product mix changes [29], and we follow Berry and Cooper [29] that defined product mix flexibility as the ability to manufacture a wide range of products or variants with expected low changeover costs. Gerwin [30] focused on equipment and features related to volume and mix flexibility. Slack [31] discussed the implications of the resources on flexibility, e.g., process technology versus volume and mix flexibil-ity. Olhager [32] mapped, among others, set-up time as a source of volume and/or mix flexibility. Chang et al. [33] studied, e.g., the ratio of manufacturing technology to the mix and volume flexi-bility. Hutchison and Das [34] listed the ability to produce a wide range of products and quick changeover times as capabilities to achieve mix flexibility. Finally, we can refer Wang et al. [35], who put the attention on the relationship between mix optimisation and manufacturing complexity. In 1996, Trigeorgis [3] proposed a real option approach to value. (Rui Fernandes∗ Received 11 September 2011)
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1.7 HYPOTHESIS Chaddock summarizes Hypothesis as being “ an explanation held after careful canvass of known facts, with full knowledge of other explanations that have been offered and with a mind open to change, if the facts disclosed by the inquiry warrant a different explanation.”
The Hypothesis for the current study being: Product range of Honda motor cycles in general being good as seen through previous study conducted in Bangalore during 2007 -08 Honda motorcycle satisfies all group and class of customers and all the products are targeted to different levels and stages of customers.
1.8 OPERATIONAL DEFINITION OF CONCEPTS Marketing: The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals.
Product is the physical product or service offered to the consumer. In the case of physical products, it also refers to any services or conveniences that are part of the offering. Product decisions include aspects such as function, appearance, packaging, service warranty, etc.
Product line is a group of closely related products Which are able to satisfy a class of need, to be used together, to be sold to the same consumer groups, to be moved through the same distribution channels or fall within a given price range .
Product range on the other hand, speaks of the depth of specialization in terms of verities based on consumer pockets and functional requirements.
Product design: the marketing decisions start with designing the product in a way which is required by the target consumes. Product design is a important factor in the sale of many
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A study on product mix at HONDA MOTOR CYCLE products. Product designed properly enhances their utility, attractiveness ease of operation, safety and appeal; good design.
Product quality: establishment and control of quality standards is a basic step in merchandising Generally, specific grades or standard quality are established for products either by agreement among the producers or by law. These product quality standards are based on factors like – colour, texture, flavor, weight, finish, appearance, size, shrinkage, strength, shape, moisture, and other physical feature depending on the nature of product.
1.9 SAMPLING PLAN The population of this was very large; hence it was decided to do a sample survey rather, than census study. The sampling plan consisted of decision relating to sampling unit, sample size & sampling procedures.
Sampling Unit - “Who is to be surveyed”, since, we are interested in studying the level of satisfaction among the users of TANSI Honda Motorcycles, the owners/users of TANSI Honda Motorcycles of the 5 brand namely Activa, Dio, Shine, aviator, Unicorn, stunner
Sampling Size: The sample size selected for this study is 100 users of TANSI Honda Motorcycles, which appears to be adequate.
Sampling Procedures: Since the study involves, comparison of level of satisfaction of the users of above said brands of motorcycles, the convenience & quota sampling procedure was adopted.
1.10 METHODOLOGY OF STUDY Methodology of study adopted was survey method. The information needed for the exposure of the consumer to various brands, product attributes & the level of satisfaction after, actual use. Data was collected from both, primary & secondary sources. A questionnaire was made use & sample sizes of 100 respondents were interviewed.
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RESEARCH DESIGN “Research Design is the arrangement of conditions for collection and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedure.” – SeltizJahoda, Destsch and Cook.
Designing of the Research is thus a process of deliberate anticipation directed toward bringing the dissertation under a specific order / phases of execution and control.
1.11 TOOLS FOR THE DATE COLLECTION A carefully planned comprehensive questionnaire containing both structured & unstructured questions, framed to suit the objectives to study the usage of various models of motorcycles etc. It was pre-tested on sample of 10 respondents to look for any difficulties in answering the questions as well as possible inconsistencies. Necessary modifications were made after, getting the feedback.
Primary data: It is the first hand information collected from the consumers themselves. It is the most popular and reliable means of data. In this instance, Primary data constitutes the basis of this study. It is to be collected by means of a questionnaire that is to be answered by a sample of 100 respondents, selectively chosen to represent the population.
Secondary data: Secondary data is that information that has already been compiled for earlier researches and can be sourced through the various Medias of mass communication. Most Popular sources of secondary data being Websites / Internet. Books, magazines, journals and news papers
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FIELD WORK The area / location wherein the research is done have to be carefully chosen, for it is a variable that is most important for the success of the project. The location chosen for the conducting of the particular research in question is the City of Bangalore only. The respondents were interviewed using the questionnaire in places like college, commercial complexes & parking lots in prime areas of Bangalore. The interview lasted for duration of 10-15 minutes per respondents.
1.12 PLAN OF ANALYSIS
The filled up questionnaires were segregated according, to SIX brands. These were then checked, numbered & the contents tabulated. The raw data was edited before, tabulating. The tables thus, obtained were analyzed with the help of statistical techniques, averages & percentages in order to interpret the data & to draw the conclusions. The entire study will be presented in a simple, user-friendly format and made colourful& attractive to look at so as to ensure it to be interesting throughout and not just a bland statement of facts. The primary data collected being in the same time frame, the subsequent analysis, interpretation and drawing of conclusions and recommendations specified by the researcher are all the most distinctive in the given reference period. The replication of the same study, post the reference period may not provide the same results again.
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1.13 LIMITATIONS OF THE STUDY It is but impossible to be perfect at the art of executing research study. The minor setbacks to the study, in the form of certain constraints and limitations, are however minimized to the greatest extent possible by being aware of them and constantly working towards diminishing their effect on the study. The limitations, if still present, may be due to the following reasons:
1. Study confined to limited geographical area (limited areas within the city of Bangalore)
2. The findings are substantially based on the information given by the respondents.
3. Due to short period of time & cost involvement being, high the study was confirmed to Bangalore unit only.
4. Survey is limited to 100 respondents, which is rather, small when compared to the population of motorcycle users in the city. Hence, this sample size may not be truly representative.
5. Since spontaneous reactions have been taken as the basis of analysis, the replication of this study may not give the same results again
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CHAPTER 2 COMPANY PROFILE
2.0 HONDA MOTOR CYCLE AND SCOOTER
Honda Motorcycle and Scooter India (Pvt.) Ltd. (HMSI) is a wholly owned subsidiary of Honda Motor Company Ltd., Japan. It came into existence on 20th August 1999. The foundation stone of the manufacturing unit was laid down on 14th December 1999 and the factory was completed and started production in January 2001.
Honda Motor Company, Japan with its headquarters in Tokyo has manufacturing operations in 32 countries. It is one of the big players in the manufacturing of two wheelers across the world. The HMSI factory is spread over 52 acres at Manesar, 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 has reached 6, 00,000 scooters by the year by 2007 and motorcycle cap city shall be 4, 00,000 per annum. The total investment outlay for the initial capacity was Rs. 215 crores and now the accumulated investment is 800 crores. Honda is the world's largest manufacturer of 2-wheelers. Its symbol, the Wings, represents the company's unwavering dedication in achieving goals that are unique and above all, conforming to international norms. These wings are now in India as Honda Motorcycle & Scooter India Pvt. Ltd. (HMSI), a wholly owned subsidiary of Honda Motor Company Ltd., Japan. These wings are here to initiate a change and make a difference in the Indian 2-wheeler industry.
• Official Name Honda Motorcycle & Scooter India Pvt. Ltd. • Established 20th Aug, 1999 • Place Manesar, District Gurgaon, Haryana, India • Investment Rs. 300 Crore
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• Representative Mr. Shinji Aoyama, President & CEO • Factory Location Manesar, District Gurgaon, Haryana, India • Production Capacity 10,000,00 Units per Year
TANSI MOTORS PVT LTD
2.1 Organizational Chart
DIRECTORS
General Manager- sales
Manager – Mgr. Mgr Mgr Mgr PDI Mgr Inst. Sales Accounts Service Spares RTO /MR s
DMS In Service DMS PDI RTO in Sr. Sales charge superviso operator Asst. charge Executive r Asst. Spares Accounts Mgr asst. Technician Sales Asst. Service s Executive
Technic ians Tele marketing
Office Asst
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2.2 BUSINESS OPERATIONS OF HMSI IN INDIA
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2.3 HONDA PHILOSOPHY
HONDA Philosophy... Honda believes in the three joys to bring in the ultimate customer satisfaction. The joy customers experience when buying and using Honda 2-wheerers. The joy dealers experience when selling Honda 2 wheelers and in providing service to customers. The joy of manufacturing Honda 2 wheelers.
When joy becomes integral excellence becomes a habit. That is the philosophy that rides Honda into millions of hearts. The commitment of unbeatable Honda quality builds an enduring relationship right from making of Honda to the ownership experience. Truly a creator‟s commitment, a seller‟s delight and a buyer‟s pride, every beat of Honda engine brings alive pure joy each time, every time.
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 In line with Honda's Philosophy, HMSI conducts all its daily activities in pursuit of the following joys. In line with Honda's Philosophy, HMSI conducts all its daily activities in pursuit of the following joys. Joy of buying. Joy of selling. Joy of Manufacturing The joy of using world class products The joy of selling world class products The joy of producing high quality products
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2.4 HONDA WORLDWIDE Honda Motor Company, Japan with its headquarters in Tokyo, has manufacturing operations in 32 countries with 109 production bases. 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 Limited (HSPL).
The company principal of Honda Worldwide is dedication to supplying products of the highest quality yet at a reasonable price for worldwide customer satisfaction
2.5 PRODUCT PROFILE
VARIANT ACTIV DIO SHINE UNICORN STUNNER AVIATOR A Showroom 38000 37000 47000 60000 56000 35800 price Road value 43000 42000 53000 63700 60,508 40500
Note: Prices are subject to change as per the existential rates at the time of purchase, registration and delivery. The colours offered are of an exciting and varied range, details of which can be collected at your nearest dealership.
2.6 HONDA TWO WHEELERS NEW HORIZON COLLEGE Page 15
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Honda two wheelers, and I mean Honda motorbikes and Honda scooters produced directly by Honda Company, and not by Hero Honda or Kinetic Honda came to the Indian shores in 2004 with the launch of the sleek Honda Unicorn. The Honda Unicorn introduced the first puncture resistant tubes to the Indian two-wheeler market. Honda followed up its success with motorbikes by groundbreaking scooters like the Honda Activa, which has owners all over the country beaming with pride and pleasure.
Bikes from Honda:
Honda Shine
Honda Unicorn
Honda Aviator
Honda Dio
Honda Activa
Honda Stunner
HONDA MOTOR CYCLES
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2.7 Honda Shine - Shine (Alloy Wheel) (125 cc)
A masterful blend of form and function, the new Honda Shine brings together the best of all that is sought in a motorcycle into one awe-inspiring piece of automotive technology. Equipped with a host of advanced technologies like Multi Mapping CDI, Tumble Flow Combustion Chamber, Long Intake Pipe and Connecting Tube, CV Carburetor, 2 Way Air Jacket and Pulse Exhaust System, the newly developed 125 cc 'Optimax' engine delivers class leading 10.3 BHP which enables Honda Shine to deliver the best balance of pickup and mileage.
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2.7.1 SPECIFICATION
WEIGHT / MEASUREMENTS
Kerb Weight 122 Kgs
Length 2015 mm
Width 730 mm
Height 1070 mm
Wheelbase 1265 mm
Fuel Tank Capacity (Full ) 11 liters
Reserve Tank Capacity 1.3 liters
PERFORMANCE
Acceleration (0-60kmph) 5.3 Mileage 65kmpl
BODY Frame Advanced Design Diamond Frame Front Suspension Telescopic Rear Suspension 3 step hydraulic shock absorber Front Tyre 2.75 x 18 42p (4pr) Rear Tyre 2.75 x 18 48p (6pr) Front Brake Type 240 mm Disc /130mm drum Rear Brake Type 130 mm Drum
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2.8 Honda Unicorn - Unicorn (Alloy Wheel) (150 cc)
Powered by a newly developed Honda 4-stroke 150cc engine and incorporating many cutting- edge technologies developed by Honda's global R&D team, Unicorn sets new benchmarks for premium motorcycles in India with its swift acceleration, superior mileage, captivating style. Unicorn is engineered and styled for the tastes of the younger generation having focused vision in lives. With the 4-stroke 150cc engine delivering a whooping 13.3 bhp, Unicorn is the fastest premium motorcycle in India racing from 0 to 60 kms`` per hour in a mere 5 seconds. Unicorn has a distinctive sporty and macho design with a racy front face, masculine fuel tank with knee grip and a natty rear. Unicorn offers superior mileage through a combination of the famed 4- stroke Honda engine, cutting edge technologies like Multi-Mapping CDI, Tumble Flow Combustion Chamber and Roller Rocker arm, and a classy aerodynamic body. It delivers 60kto a liter.
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2.8.1 SPECIFICATION
WEIGHT / MEASUREMENTS
Kerb Weight 146 Kgs
Length 2095 mm
Width 750 mm
Height 1100 mm
Wheelbase 1340 mm
Fuel Tank Capacity (Full ) 13 liters
Reserve Tank Capacity 1.3 liters
PERFORMANCE
Acceleration (0-60) 5 sec
Mileage 60kmpl
BODY
Frame Advanced Design Diamond Frame Front Suspension Telescopic Rear Suspension Advanced Technology Mono- suspension Front Type 2.75 x 18 Rear Type 100 / 90 - 18 Front Brake Type 240 mm Disc Rear Brake Type 130 mm Drum
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2.9 HONDA STUNNER CBF
Honda re-defines style with the new sporty CBF Stunner. Equipped with a perfect blend of great looks, Stunning performance and unbeatable quality it‟s an ultimate desire of every youth. So set your spirit free and leave others breathless with this absolute sensation, the ultimate style icon. An integrated front body cowl & voluminous fuel tank makes stunner look muscular and sporty. sporty foot step holders reflecting Honda‟s racing bike DNA are positioned in a way to give rider a sporty riding posture. A new advanced and high performance 11 bhp Honda engine with 5 speed transmission ensures an absolute sensational ride.
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2.9.1SPECIFICATION
WEIGHT / MEASUREMENTS
Kerb Weight 129 Kgs
Length 2012 mm
Width 734 mm
Height 1113 mm
Wheelbase 1271 mm
Fuel Tank Capacity (Full ) 10 litres
Reserve Tank Capacity 2 litres
PERFORMANCE
Acceleration (0-60 kmph) 5.2 sec.
Mileage 60 Kmpl
BODY Frame Advanced Design Diamond Frame Front Suspension Telescopic Rear Suspension 3 step swing arm type Front Tyre 80/100-17 46p Rear Tyre 100/90-17 55p Front Brake Type 240 mm Disc /130mm drum Rear Brake Type 130 mm Drum
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2.10 Honda Dio - Dio (100 cc)
One look at DIO will tell you it‟s more an accessory than a mere convenience. As India‟s first Moto scooter, it blends the looks of a motorcycle with the comfort of a scooter. The body- mounted headlamp and sleek indicators leap right off the front. Ample legroom gives you an elegant poise. The body tapers into the taillight and yet continues to draw attention. Of course, the DIO qualifies us to have the last word on style. If there ever existed an attention magnet, the DIO is it. HONDA DIO is a futuristic design scooter, which is radically styled, yet functional; the Honda Dio is the shape of things to come. Honda Dio is a bike which attracts the college youth for its sporty, sexy and stunning looks & performance makes Dio hotter
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2.10.1 SPECIFICATION
WEIGHT / MEASUREMENTS
Kerb Weight 122 Kgs
Length 1760 mm
Width 710 mm
Height 1110 mm
Wheelbase 1235 mm
Fuel Tank Capacity (Full ) 6 liters
Ground clearance 145mm
ELECTRICALS
Battery 12v,5 ah Headlamp 35w
BODY
Frame High rigidity under bone type Front Suspension Bottom link with spring loaded Rear Suspension Unit swing with spring loaded Front Tyre 3.50 -10 4pr Rear Tyre 3.50 -10 4pr Front Brake Tyre Drum 130 mm dia Rear Brake Tyre Drum 130 mm dia
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2.11 Honda Activa - Activa (100 cc)
Honda Activa is the first scooter model of HMSI for the Indian market. It has been designed in a manner that suits the daily requirement of the entire family and has been designed for everyone Honda two wheelers, in order to differentiate themselves from Hero Honda products are going high on innovative technology. Honda motorbikes and Honda scooters today are sure to provide you with something different from the average two-wheeler on the road. Honda needs to do that to compete against its own Collaboration, Hero Honda, and build its separate market shares. So right now, Honda consumers have everything going for them.
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2.11.1SPECIFICATION
WEIGHT / MEASUREMENTS
Kerb Weight 122 Kgs
Length 1765 mm
Width 715 mm
Height 1130 mm
Wheelbase 1235 mm
Fuel Tank Capacity (Full ) 6 litres
Ground clearance 145mm
ELECTRICAL
Battery 12v,5 ah Headlamp 35w
BODY Frame High rigidity under bone type Front Suspension Bottom link with spring loaded Rear Suspension Unit swing with spring loaded Front Tire 3.50 -10 4pr Rear Tire 3.50 -10 4pr Front Brake Type Drum 130 mm dia Rear Brake Type Drum 130 mm dia
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2.12 Aviator Honda's new premium scooter launched.
A Big wheeled sophistication, first time in India, 12 Alloy Wheels., International & elegant design., Exciting new features like Disc brake, Telescopic front suspension, Large under seat box, Powerful Halogen headlamp for best in class comfort & convenience., Proven 102cc Honda Engine & Metal Body offers unmatchable Performance, Reliability & durability.
Exuding style from the word go, the Aviator is for those who don't have to try hard to impress. Topped up with classy features, it adds to your quotient in more ways than one. Yes, the Aviator is here. And it's time for you to arrive. In style
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2.12.1 SPECIFICATION
WEIGHT / MEASUREMENTS
Kerb Weight 128 Kgs
Length 1802 mm
Width 707 mm
Height 1162 mm
Wheelbase 1256 mm
Fuel Tank Capacity (Full ) 6 litres
Ground clearance 145mm
ELECTRICALS
Battery 12v,5 ah Headlamp Multi-focal with 35w
BODY Frame High rigidity under bone type Front Suspension telescopic Rear Suspension Unit swing with spring loaded Front Tyre 90/90-12 54j Rear Tyre 3.50-10 51j Front Brake Tyre Drum 130 mm dia/190mm disc Rear Brake Tyre Drum 130 mm dia
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2.13 INDIAN COMPETITORS TO HONDA MOTOR CYCLES & SCOOTER (PVT). LTD (HMSI)
Bajaj auto Hero Honda Kinetic Royal Enfield Suzuki TVS Yamaha
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2.14 Honda Motorcycle & Scooter India Pvt. Ltd. (HMSI) Manesar, District Gurgaon, Haryana, India
TansiMotors (Pvt) Ltd
Tansi Honda is an authorized Honda dealership for bikes and scooters in Bangalore. Established with an aim to offer excellent customer services to its esteemed two-wheeler consumers in Bangalore, the dealership brings modern and innovative auto services. Offering the latest range of Honda bikes and scooters at very attractive prices, the dealership also provides repair & other services, finance & insurance deals, quick quotes and test drive facility. Backed by a team of highly-efficient professionals, the dealership is ready to deliver outstanding auto services and set a new benchmark in the dealership world.
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HMSI Network
Every Honda dealership is known as a H.E.A.D. - Honda Exclusive Authorized Dealer. Each H.E.A.D. exclusively handles Honda 2-wheelers and promotes business activities based on policies that focus on customer satisfaction. They are the representatives of HMSI in their respective markets and provide 4S facilities under one roof as per Honda's worldwide standards. Wherever you travel across the globe, Honda H.E.A.D.s (Dealerships) stands out with their unique identity. The design of the H.E.A.D.s in India has also been done with the same purpose in mind.
Address: Sales&Service ShowroomWhitefield, No. 814/714, Ramagondanahalli, opposite to Laughing watersVarthurRoad, Bangalore - 560066
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CHAPTER 3 THEORETICAL BACKGROUND OF THE STUDY
3.0 INDUSTRY PROFILEEVOLUTION Part A
An Englishman built the first motorcycle in 1884 by name Edward Butler. The first gasoline engineer motorcycle to appear publicly was built by Gottlied Daimler, of Bad Constant, Germany in 1885. The French & Belgians, followed by the British, Germans, and Italians & U.S makers, designed the first practical engines & motorcycle. Popularity of the vehicle grew, especially after, 1910. During the First World War, all the combatants, principally for dispatching used the motorcycles. After, the war it enjoyed a sport vogue until, the economic depression that began in 1929. During the Second World War, the motorcycles were again used by the military but for many applications small automobiles replaced them. The practice of attaching auxiliary engines to bicycles in the Western Europe & parts of U.S led to the development in 1950 of a new type of light motorcycle – the moped. Originating in Germany as a 50-c.c machine with simple control & low initial cost, it was largely free of licensing & insurance regulation expect in Britain. The more sophisticated motorcycle originated in Italy soon after, the World War II, led by manufacture of 125 – c.c model. During the post war revival of interest in motorcycles, scooters & mopeds extended into the 1970‟s with the vehicles been used for high – speed touring & sport competitions. In several countries the restoration of motorcycles is a hobby. In 1973 came an all chain drive & development was further, stimulated by innumerable sport competitions. In Great Britain in the middle of the 20th century, there were 24 firms manufacturing complete motorcycles. After, the Second World War, Germany was temporarily restricted to an annual production of 1000 machines not exceeding, 250 c.c engine capacity. In the earliest motorcycles adopted from the pedal cycle, the engine was connected to the back wheel by the leather belt, chain or rubber covered canvas belt, without the intervention of clutch or change speed gearbox. The rider‟s pedals were retained for a number of years. The location of
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A study on product mix at HONDA MOTOR CYCLE the engine varied considerably but within a few years, a vertical position low-down within the demand frame became usual. The motor vehicle originated in Europe, but the motor industry developed in the U.S when the economic development in the U.S began, the early 20th century was exceptionally favorable for mass production. There was a large & growing population, less fastidious than some of the older European communities & therefore often more ready to accept uncritically the goods that the industry chooses to offer.
3.1 INDUSTRY BACK DROP IN INDIA
3.1.1 THE MOTORBIKE SCENARIO
India has become one of the few countries in the world where, the majority of the population singularly rely on the motorcycle as a substitute for many a mode of transportation.
After, independence the weak economy was improved first, through self – sufficiency of food by agriculture. As time passed, the average Indian citizen got an opportunity to look around for means to improve the quality of everyday life.
In India, the social structure gives a lot of room for recreation & relaxation, & Indians from time immemorial always discovered better ways to overcome bottlenecks in all walks of life. The cinema was one such, major outlet. In Indian cinema, the popular hero of the common man was immortalized as a tough motorbike user. Which many people liked & idolized.
The 1960‟s saw the arrival of heavy motorbikes, which were mainly manufactured in India by Indian companies with technical collaboration from many motorbikes manufactured for India‟s tropical climatic conditions terrain, the bikes were sturdy, Reliable & long lasting. But, at the manufacturing level, quantity was not of a great priority.
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The 1980‟s saw the beginning of the average Indian, opening his eyes to the outside world. The satellite television, foreign movies & magazines have all contributed to the awareness of many motorbikes brand. As India opened its doors towards the outside world, the liberal market policies of India brought many foreign investors into the country. The new industries attracted more people to cities for job. The existing roads & transport system became congested& hence, every other, person was willing to take a personal mode to travel. As a result of higher salary, not so high fuel prizes, & choices of motorbikes. This resulted in higher numbers of consumers.
3.2 MARKETING Part-B
3.2.1 INTRODUCTION:
Any, business is likely to be more successful when a strong marketing viewpoint or philosophy permeates the thinking and guides the decision and action of everyone in the business. The reason is simple; a business exists only to serve people & marketing is the function that primarily determines:- What the product or service shall be? How it shall be presented, promoted & distributed to the customers & keep useful to him? How it shall be priced?
Marketing is an exciting, dynamic & contemporary field. It influences us each day in both our roles as it provides goods & services as well as customers. In other way, we can say that we are all involved with or affected by marketing practices. In the role of providing of goods & services, we make such marketing related decisions as choosing who our customers are, what goods & services to offer, where to sell our goods & services, what features to emphasize & what prices to charge. The persons who are providing these types of activities are called Marketers. All types of organization & individuals utilize these activities.
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In the role of customers, the marketing practices of goods & services providers, impact is on money of the decisions made by different individuals. At each stage of life cycle, the individual product & services & his needs varies with the growth. Marketing practices are in play when we are born (which doctor are parents consult), when we grow (our parents choice of purchase of car, our choice of college), while we lead our everyday life (our use of a particular brand of toothpaste) & when we retire (consideration of travel option, a change in living accommodation). For virtually every good we purchase, the marketing process affected the assortment & styles afford in the market places.
3.3 DEFINITION OF MARKETING: Broadly, viewed, “The essence of marketing is a transaction – an exchange”. Marketing occurs any time one social unit strives to exchange something of value with another social unit. Thus, marketing consists of all activities designed to generate & facilitate any exchange intended to satisfy human needs & wants. The American Marketing Association (AMA) defines marketing as follows, “Marketing is a total system of business activities designed to Plan, Price, and Promote & Distribute want satisfying products to target to markets to achieve organizations objectives. The marketing program should start with an idea about a new product (goods, service, idea, person or place) & should not end until, the customers wants are completely satisfied which may be sometime after the sale is made.
3.4 CONCEPT OF MARKETING Numerous authorities have divided the concept of the term marketing into two parts – old concept of marketing & modern concept of marketing. The old concept depicts a narrow view of the term “Marketing” whereas; the modern concept takes a board view of the term. Professor Pyle, while describing the old concept of the term, has observed that marketing comprises both buying & selling activities; modern marketing concept is mainly customer oriented & gives more emphasis to customer satisfaction. The modern concept is customer oriented backed by Integrated Marketing aimed at generating Customer Satisfaction as the key in satisfying Organizational Goals.
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There are four pillars of the marketing concept namely:- Consumer Orientation, Integration of Marketing, and Consumer Satisfaction & Consumer Welfare. The focus point of the modern concept is the Consumer; all business activities relate the consumer. The satisfaction of the consumer alone can earn a permanent goodwill for the business.
3.5 CONCEPT OF MARKETING
Old Concept
Commodity Sales and Profit Promotion Selling Through
Modern Concept
Ascertain Product Satisfying Need of Planning‟s the consumer Customer and Sales needs Promotion
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3.6 MARKETING MANAGEMENT Marketing management is the process of planning, implementing & directing a firm‟s marketing efforts with the intention of satisfying the consumer & turning a profit. Marketing management takes place when at least one party to a potential exchange gives through to objectives & means of achieving desired responses from other, parties.
Martin Zober has desired Marketing management as follows:- “Marketing management is the use of interdisciplinary sciences in the co-ordinate effort of planning, organizing & controlling business activities that, direct the flow of goods & services from producers to customers to that, they are fully satisfied & the objectives of the enterprise are achieved”. Marketing management has historically been identified with the tasks & personnel dealing with the customer market. It has the task of influencing the level; timing & composition of demand in way that will help the organization achieve its objectives. Marketing management is essentially demand management.
3.6.1 The Marketing Mix (The 4 P's of Marketing)
The major marketing management decisions can be classified in one of thefollowing four categories:
Product Price Place (distribution) Promotion
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These variables are known as the marketing mix or the 4 P's of marketing. They are the variables that marketing managers can control in order to best satisfy customers in the target market. The marketing mix is portrayed in the following diagram:
The Marketing Mix
Product Place
Target Market
Price Promotion
The firm attempts to generate a positive response in the target market by blending these four marketing mix variables in an optimal manner.
Product The product is the physical product or service offered to the consumer. In the case of physical products, it also refers to any services or conveniences that are part of the offering. Product decisions include aspects such as function, appearance, packaging, warranty, etc.
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Price Pricing decisions should take into account profit margins and the probable pricing response of competitors. Pricing includes not only the list price, but also discounts, financing, and other options such as leasing.
Place Place (or placement) decisions are those associated with channels of distribution that serve as the means for getting the product to the target customers. The distribution system performs transactional, logistical, and facilitating functions. Distribution decisions include market coverage, channel member selection, logistics, and levels of service.
Promotion Promotion decisions are those related to communicating and selling to potential consumers. Since these costs can be large in proportion to the product price, a break-even analysis should be performed when making promotion decisions. It is useful to know the value of a customer in order to determine whether additional customers are worth the cost of acquiring them. Promotion decisions involve advertising, public relations, media types, etc.
A Summary Table of the Marketing Mix The following table summarizes the marketing mix decisions, including a list of some of the aspects of each of the 4Ps.
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3.7 Marketing Mix
Product Mix Price Mix Place Mix Promotion Mix
Functionality List price Channel members Advertising Appearance Discounts Channel motivation Personal selling Quality Allowances Market coverage Public relations Packaging Financing Locations Message Brand Leasing options Logistics Media Warranty Service levels Budget Service/Support
3.8 DEFINITION OF PRODUCT MIX Product mix has the entire range or products of a company for sale .it need not consist of related products. The variety of product lines that a company produces, or that a retailer stocks. Product mix usually refers to the length (the number of products in the product line), breadth (the number of product lines that a company offers), depth (the different varieties of product in the product line), and consistency (the relationship between products in their final destination) of product lines. Product mix is sometimes called product assortment.
3.9 STUDY ON PRODUCT MIX Product mix is a combination of products manufactured or traded by the same business house to reinforce their presence in the market, increase market share and increase the turnover for more profitability. Normally the product mix is within the synergy of other products for a medium size organization. However large groups of Industries may have diversified products within core competency. Larsen & Toubro Ltd,Godrej,One of the realities of business is that most firms deal with multi-products .This helps a firm diffuses its risk across different product groups/Also it enables the firm to appeal to a much larger group of customers or to different needs of the same
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A study on product mix at HONDA MOTOR CYCLE customer group .So when Videocon chose to diversify into other consumer durables like music systems, washing machines and refrigerators, it sought to satisfy the needs of the middle and upper middle income group of consumers. Likewise, Bajaj Electricals. A household name in India has almost ninety products in i8ts portfolio ranging from low value items like bulbs to high priced consumer durables like mixers and luminaries and lighting projects. The number of products carried by a firm at a given point of time is called its product mix. This product mix contains product lines and product items. In other words it‟s a composite of products offered for sale by a firm.
3.9.1 Product Mix: Every organization has a product mix that is made up of product lines. Product lines contain product items. Each product item is a product or service as well as the brand, package, and services associated with it. There are six components as follows: Services: Interpreters in visitor centers are providing an information service.
Package: In the product world this is the container. In the NPS world this could be the surroundings in which a program is delivered. The atmosphere of a visitor center might be considered the package in which the visitor center experience is delivered.
Brand: The brand in our case is the National Park Service and all of the image attributes that are associated with the NPS.
Product Item: A distinct unit within a product line that is distinguishable by size, price, appearance, function, or some other attribute. A guided hike along a particular trail might be a product item.
Product Line: A group of products within a product mix that are closely related, either because they meet the same need, function in a similar manner, or share some other characteristic. Interpretation might be considered a product line.
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3.9.2Product- mix decision: A product – mix (also called product assortment) is the set of all products and items that particular seller offer for sale. The company‟s product mix has a certain width, length, depth and consistency.
The width - it refers to how many different products lines the company carries.
The length - it refers to total number of items in the mix.
Consistency – it refers how closely related the various product lines are in end use.
3.9.3 Product line decision: A product line is a group of closely related product which are able to satisfy a class of need, to be Used together to be sold to same customer group, to be moved through the same distribution channel or fall wit in a given price range. E.g. Honda two wheelers: Shine, Dio, Activa aviator Unicorn, Stunner. The modification of product line implies: Contraction Expansion Changing models Quality standards
Contraction: Product line contraction or simplification is a method by which a fat or long product Line is thinned out normally unprofitable products are eliminated.
Expansion: Adding new products to the existing list. The reason may be the exploitation of marketing opportunities. Changing the model or style of the existing products is another form of product Modification. New models or style help in meeting the ever changing needs of consumer.
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Quality needs of the consumer differ widely and hence it becomes essential to bring about Quality variation is possible in 2 ways.
Trading up- this is adding a high priced prestigious product to existing product line with a view to increase the sales of currently available low product.
Trading down- it is an approach where a manufacture of high quality products Encourage his customer to go in for low quality products naturally making. Them available for lower price.
3.10 PRODUCT MIX VARIABLES
VARIABLES OF PRODUCT MIX
PRODU PRODUCT PRODUCT PRODUC PRODUCT AFTERSA CT DESIGN BRANDING T RANGE STYLE LES LINE SERVICE
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CHAPTER 4 DATA ANALYSIS AND INTERPRETATION 4.1 AGE GROUP OF THE RESPONDENTS Sl No Age Group No of Respondents Percentage %
1 18 – 20 8 8%
2 20 – 30 60 60%
3 30 – 40 16 16%
4 40 - 50 12 12%
5 50+ 4 4%
TOTAL 100 100%
ANALYSIS OF TABLE: The above table shows that 8 of respondents belong to the 18 – 20 years category, 60 to the 20 – 30 categories.16 to the 30 – 40 category and 12 to the 40 - 50 categories. And remaining 4 in the 50+ category.
4.1 GRAPH SHOWING AGE GROUP OF RESPONDENT
70 60 50 40 No of Respondents 30 20 10 0 18 – 20 20 – 30 30 – 40 40 - 50 50+
INTERPRETATION: 60% of the respondents are seen to belong to the 20 – 30 years category. Where 16% belongs to the 30 – 40 years category and remaining 16% to the lower and higher category.
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4.2 OCCUPATIONAL STATUS OF THE RESPONDENTS
Sl No Occupation No of Respondents Percentage %
1 STUDENT 37 37%
2 EMPLOYED 40 40%
3 BUSINESS MAN 19 19%
4 OTHERS 4 4%
TOTAL 100 100 %
ANALYSIS OF TABLE: 37 respondents are students, 40 of them are employed, 19 respondents happen to be Business man and remaining 4 to other category.
4.2 GRAPH SHOWING OCCUPATIONAL STATUS OF RESPONDENTS
No of Respondents
40 35 30 25 20 No of Respondents 15 10 5 0 Student Employed Business man Others
INTERPRETATION: 40 % of the respondents surveyed are seen to be employed, as against 37% of them were students and 19% to the Business Man and remaining 4 % to the others category.
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4.3 EDUCATION STATUS OF THE RESPONDENTS
Sl No Education No of Respondents Percentage %
1 UNDER GRADUATE 16 16 %
2 GRADUATE 31 31 %
3 POST GRADUATE 43 43 %
4 OTHERS 10 10%
TOTAL 100 100%
ANALYSIS OF TABLE: 31 respondents are graduate and the 43 respondents are post graduate and 16 respondents are under graduate and remaining 10 are others.
4.3 GRAPH SHOWING EDUCATION STATUS OF RESPONDENTS
45 40 35 30 25 No of Respondents 20 15 10 5 0 Under Graduate Post Graduate Others Graduate
INTERPRETATION: Over all 31 % respondents are graduate and 43% are post graduate so it shows that Honda is preferred mostly by literates.
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4.4 INCOME STATUS OF RESPONDENTS (MONTHLY INCOME) Sl No Income Level (In Rs) No of Respondents Percentage %
1 Below 8000 34 34%
2 8000 – 15000 17 17%
3 15000 – 20000 17 17%
4 20000 - 25000 19 19%
5 25000 + 13 13%
TOTAL 100 100%
ANALYSIS OF THE TABLE: 34 respondents belongs to the income level of Rs 8000/- where 17 belong to the income level of 8000 – 15000/- followed by 17 who belong to the 15000 /- 20000/- category and remaining 19 to the 20000+ category. 4.4 GRAPH SHOWING INCOME STATUS OF RESPONDENTS
35 30 25 20 15 No of Respondents 10 5 0 Below 8000 8000 – 15000 – 20000 - 25000 + 15000 20000 25000
INTERPRETATION: About 34 % of the respondents fall in the monthly income of 8000 followed by 19% of respondents who come under 20000 - 25000 income level and remaining 13% to the income level of Rs 25000/-.
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4.5. Table showing crossable for features considered while choosing bikes and opinion about Honda bikes
Crosstab Count What is your opinion about Honda bikes? Total 1 2 3 4 1 5 19 14 1 39 what features you 2 5 16 12 5 38 consider while 3 4 3 8 0 15 choosing a bike? 4 0 5 3 0 8
Total 14 44 37 6 100
Analysis: cross table between features considered while choosing bikes with opinion about Honda bikes reveals that nearly 44% of the customers‟ opinions about Honda bikes are Teenage bikes and 6% of the customers „opinions about Honda bikes are others. From the view point of features customers consider while choosing a bike nearly 39% of the customers choose based on Mileage and only 8% of the customers choose based on Durability .To know the relation between underlined variables chi square test as been applied and results are shown below. 4.1.1 Table showing chi square test for features considered while choosing bikes and opinion about Honda bikes Chi-Square Tests Value df Asymp. Sig. (2- sided) Pearson Chi-Square 13.911a 12 .306 Likelihood Ratio 15.981 12 .192 N of Valid Cases 101
Interpretation: As the significant (.306) value of chi square test is greater than 0.05, hypothesis is accepted. This leads to the conclusion that opinion about the Honda bikes are based on the features considered while choosing bikes.
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4.6 FACTORS WHICH PROMOTES THE CUSTOMER TO KNOW ABOUT THE HONDA Sl No Factors No of Percentage (%) Respondents
1 ADVERTISEMENTS(OTHER) 12 12%
2 NEWS PAPER 12 12%
3 TELEVISION 34 34%
4 WORD OF MOUTH 32 32%
TOTAL 100 100%
ANALYSIS OF TABLE: 32 of the 100 respondents were influenced by word of mouth where 34 by the television, followed by 12 who were influenced by news papers, other 12 respondents by the other advertisements like promotions, road shows, internet and magazines. 4.6 FACTORS WHICH PROMOTES THE CUSTOMER TO KNOW ABOUT THE HONDA BIKES
RESPONDENTS
40
20
0 RESPONDENTS
INTERPRETATION: 34% of respondents were impressed by watching television so this shows that there is a customer satisfaction towards purchase of motor cycle in Honda.
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4.7 RESPONDENTS OPINION ON THE UTILITY OF HONDA BIKES
Sl No Opinion about utility No of Percentage (%) Respondents
1 SINGLE PERSON 11 11 %
2 FAMILY 39 39 %
3 TEENAGE 33 33 %
4 OTHER 17 17 %
TOTAL 100 100 %
ANALYSIS OF TABLE: 11 of the responses from a total of 100 recorded indicated single person, as 39 respondents towards family, with 33 towards teenage and remaining 07 respondents for others.
4.7 RESPONDENTS OPINION ON THE UTILITY OF HONDA BIKES
RESPONDENTS
40
30
20 RESPONDENTS 10
0 SINGLE TEENAGE FAMILY BIKE OTHERS PERSON BIKE BIKE
INTERPRETATION: 39% of customers prefer toward the family bikes like Activa, Shine, and Aviator. And 33% of customers prefer toward teenage and single person bikes likesUnicorn, Stunner and Dio…
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4.8 TABLE SHOWING AWARENESS ABOUT VARIOUS HONDA BIKES
Sl No Various models No of Respondents Percentage (%)
1 YES 69 69%
2 NO 31 31%
TOTAL 100 100
ANALYSIS OF TABLE: From the reference to the above data 69 of respondents are aware of various models Of Honda bikes and 31 are not aware about the various models of Honda bikes.
4.8 TABLE SHOWING AWARENESS ABOUT VARIOUS HONDA BIKES
AWARENESS ABOUT VARIOUS HONDA BIKES 80 70 60 50 40 respondents 30 20 10 0 yes no
INTERPRETATION: As per the survey it shows that 69% of customers are aware about of various models of Honda bikes .31% of customers say that the they are not aware of Honda bikes that are available in the market.
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4.9 FACTORS WHICH PROMOTES THE CUSTOMER TO KNOW ABOUT THE HONDA MOTOR CYCLE Sl no factors No of Respondents Percentage%
1 NEWSPAPER 12 12%
2 WORD OF MOUTH 14 14%
3 TELEVISION 36 36%
4 ADVERTISEMENT 32 32%
5 OTHERS 6 6%
TOTAL 100 100
ANALYSIS OF TABLE: 12 of the 100 respondents were influenced by news paper where 14 by the word of mouth, followed by 36 who were influenced by television, other by 6 respondents and 32 by advertisements like promotions, road shows, internet and magazines. 4.9 FACTORS WHICH PROMOTES THE CUSTOMER TO KNOW ABOUT THE HONDA MOTOR CYCLE
HOW DID YOU KNOW ABOUT HONDA
40 30 20 10 0 RESPONDENTS
INTERPRETATION: 36% of respondents were impressed by watching television so this shows that there is a customer satisfaction towards purchase of motor cycle in Honda motor cycle.
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4.10 TABLE SHOWING WHICH HONDA VEHIVLE YOU ARE USING
Sl no Various vehicles No of Respondents Percentage%
1 UNICORN 17 17%
2 STUNNER 13 13%
3 SHINE 17 17%
4 ACTIVA 23 23%
5 DIO 26 26%
6 AVIATOR 4 4%
TOTAL 100 100% ANALYSIS OF TABLE: 26 of the 100 respondents are using Dio, 23 of the respondents are using Activa, 17 of the respondents are using Unicon, 17 of the respondents are using Shine, 13 of the respondents are using Stunner, and 4 of the respondents are using Aviator. 4.10TABLE SHOWING WHICH HONDA VEHIVLE YOU ARE USING
WHICH HONDA VEHICLE ARE YOU USING
30 25 20 15 RESPONDENT 10 5 0 UNICORN STUNNER SHINE ACTIVA DIO AVIATOR
INTERPRETATION: 26% of respondents are using Dio and 23% of respondents are using Activa. This shows that most of the respondents are using gear less bikes.
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4.11 TABLE SHOWING IN FUTURE WHICH BIKE DO YOU PREFER
Sl no Various vehicles No of Respondents Percentage% 1 UNICORN 11 11% 2 PULSAR 17 17% 3 R15 24 24% 4 APACHE 16 16% 5 SUZUKI 14 14% 6 DIO 18 18%
TOTAL 100 100% ANALYSIS OF TABLE: 24 Respondents prefer to use R15 and 18 respondents prefer Dio and 17 respondents prefer to use pulsar, 16 respondents prefer to use Apache, 14 respondents are Preferring to use Suzuki, 11 respondents prefer to use Unicorn in future.
4.11 TABLE SHOWING IN FUTURE WHICH BIKE DO YOU PREFER
RESPONDENT 30 25 20 15 RESPONDENT 10 5 0 UNICORN PULSAR R15 APACHE SUZUKI DIO
INTERPRETATION: 24% of the respondents prefer to use R15 in future, as the respondents choose sports bikes and 18% of the respondents choose Dio bikes as it is trendy, gearless and easy to ride.
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4.12 TABLE SHOWING COMPARISION OF HONDA WITH OTHER BIKES IN MARKET Sl no Comparison No of respondents Percentage%
1 EXCELLENT 27 27%
2 MODERATE 22 22%
3 SATISFACTORY 35 35%
4 POOR 16 16%
TOTAL 100 100
ANALYSIS OF TABLE: 35 of the respondents are satisfied, 27 of the respondents feel excellent, 22 of the respondents feel moderate and 16 of the respondents feel poor, that HONDA bikes when compared to other bikes. 4.12 TABLE SHOWING COMPARISION OF HONDA WITH OTHER BIKES IN MARKET
RESPONDENT 40 35 30 25 20 RESPONDENT 15 10 5 0 EXCELLENT MODERATE SATISFACTORY POOR
INTERPRETATION: When comparing with other bikes in the market 35% of respondents feels satisfied when compared with other bikes and 27% of respondents feel excellent with the Honda bikes.
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Crosstab Count What is your opinion about Honda bikes? Total 1 2 3 4 1 3 9 4 0 16 How do you describe 2 2 18 13 3 36 the external look of the 3 8 8 16 2 34 bike? 4 1 8 4 1 14
Total 14 44 37 6 100
Analysis: cross table between External look descriptions of the bike with opinion about Honda bikes reveals that nearly 44% of the customers‟ opinions about Honda bikes are Teenage bikes and 6% of the customers „opinions about Honda bikes are others. From the view point of describing the external look of the bike nearly 36% of the customers describe it as a sleek and only 14% of the customers describe it as others. To know the relation between underlined variables chi square test as been applied and results are shown below.
4.13 Table showing chi square test for features considered while choosing bikes and opinion about Honda bikes
Chi-Square Tests Value df Asymp. Sig. (2-sided) Pearson Chi-Square 13.953a 12 .304 Likelihood Ratio 15.958 12 .193 N of Valid Cases 101
Interpretation: As the significant (.304) value of chi square test is greater than 0.05, hypothesis is accepted. This leads to the conclusion that the opinion about the Honda bikes are based on the external look of the Honda bikes.
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4.14 TABLE SHOWING RATING SHOCK ABSORBERS OF THE BIKE
Sl no Shock Absorber No of Percentage (%) Respondents
1 EXCELLENT 22 22%
2 MODERATE 18 18%
3 SATISFACTORY 57 57%
4 POOR 3 3%
TOTAL 100 100%
ANALYSIS OF TABLE: 57 of the respondents are satisfied, 22 of the respondents feel excellent, 18 of the respondentsfeel moderate and 3 of the respondents feel poor in rating shock absorber of HONDA bikes.
4.14 TABLE SHOWING RATING SHOCK ABSORBERS OF THE BIKE
RESPONDENT
60 50 40 30 RESPONDENT 20 10 0 EXCELLENT MODERATE SATISFACTORY POOR
INTERPRETATION: As per the survey it shows that 57% of customer‟s rate they are satisfied, can be used for purpose and other 22% of customers feel that the Honda bike shock absorber are excellent so the range of products manufactured by Honda satisfies all segments of customers.
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4.15 TABLE SHOWING MAJOR PROBLEMS WITH THE BIKES SINCE THE PURCHASE Sl no Major Problem No of Percentage (%) Respondents
1 ENGINE 16 16%
2 COMFORT 24 24%
3 MAINTENANCE 44 44%
4 OTHER 16 16%
TOTAL 100 100%
ANALYSIS OF TABLE: 44 of the respondents have major problem in maintenance of the bike, 24 of the respondents have major problem in comfort with the bike, and 16 of the respondents have major problem in engine and others. 4.15 GRAPH SHOWING MAJOR PROBLEMS WITH THE BIKES SINCE THE PURCHASE
RESPONDENTS
50 40 30 20 10 RESPONDENTS 0
INTERPRETATION: As per the survey it shows that 44% of customer‟s have major problem in maintenance, 24% of customers have major problem in comfortless with the Honda bikes.
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4.16 TABLE SHOWING SATISIFACTION ABOUT THE FUEL EFFICIENCY OF THE BIKE
Sl no Fuel Efficiency No of Respondents Percentage (%)
1 YES 81 81%
2 NO 19 19%
TOTAL 100 100%
ANALYSIS OF TABLE: From the reference to the above data 81 of respondents feel satisfied with the fuel efficiency of the bike and 19 are dis-satisfied with the fuel efficiency of the Honda bikes.
4.16 GRAPH SHOWING SATISIFACTION ABOUT THE FUEL EFFICIENCY OF THE BIKE
90% 80% 70% 60% 50% Series1 40% 30% 20% 10% 0% YES NO
INTERPRETATION: As per the survey it shows that 81% of customers feel satisfied with the fuel efficiency of the bike and 19 are dis-satisfied with the fuel efficiency of the Honda bikes.
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4.17 TABLE SHOWING RATING ABOUT HONDA BIKES
Sl no Ratingabout No of Respondents Percentage (%) HONDA
1 SATISFACTORY 52 52% MORE THAN 2 EXPECTED 13 13%
3 GOOD 34 34%
4 POOR 1 1%
TOTAL 100 100%
ANALYSIS OF TABLE: 52 of the respondents are satisfied, 34 of the respondents feel good, and 18 of the respondents feel more than expected and 1 of the respondents feel poor in rating the overall view on HONDA bikes. 4.17 GRAPH SHOWING RATING ABOUT HONDA BIKES
RESPONDENTS
60 50 40 30 RESPONDENTS 20 10 0 SATISFACTORY MORE THAN GOOD POOR EXPECTED
INTERPRETATION: As per the survey it shows that 52% of customer‟s rate they are satisfied, can be used for purpose and other 34% of customers feel that the Honda bike are good so the range of products manufactured by Honda satisfies all segments of customers.
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4.18 TABLE SHOWING MODE OF PURCHASE
Sl no Mode of Purchase No of Respondents Percentage (%)
1 OUT RIGHT PURCHASE 64 64%
2 THROUGH FINANCE 36 36%
TOTAL 100 100%
ANALYSIS OF TABLE: From the above data 64 of 100 respondents opted for outright purchase payment. whereas 36 of 100 respondents opted for finance option.
4.18 GRAPH SHOWING MODE OF PURCHASE
70%
60%
50%
40% OUT RIGHT PURCHASE THROUGH FINANCE 30%
20%
10%
0% 1 2
INTERPRETATION From the above the graph it says, 64% of respondent‟s specified vehicle purchased in cash and 34% of respondent specified vehicle purchased in loan.
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4.19 TABLE SHOWING WHO IS THE FINANCER
Sl no Financer No of Respondents Percentage (%)
1 HDFC 17 17%
2 ICICI 31 31%
3 OTHERS 52 52%
TOTAL 100 100%
ANALYSIS OF TABLE: From the above data 17 of the respondents were financed by HDFC, 31 of respondents were financed by ICICI and 52 were financed by others.
4.19 GRAPH SHOWING WHO IS THE FINANCER
RESPONDNETS
60 50 40 RESPONDNETS 30 20 10 0 HDFC ICICI OTHERS
INTERPRETATION From the above the graph it says 17 of the respondents were financed by HDFC, 31 of the respondents was financed with ICICI and 52 of respondents were financed by others.
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4.20 TABLE SHOWING DO YOU CALL HONDA THE NO1 BIKE OF THE COUNTRY
Sl no No 1 bike of the No of Respondents Percentage (%) country
1 YES 72 72%
2 NO 28 28%
TOTAL 100 100%
4.20 GRAPH SHOWING DO YOU CALL HONDA THE NO1 BIKE OF THE COUNTRY
PERCENTAGE
80%
60% PERCENTAGE 40%
20%
0% YES NO
INTERPRETATION: From the above data 72 % respondents rated Honda bikes as No 1, whereas 28% respondents had the perception that other bikes were better than Honda.
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4.21. Table showing cross table for Satisfaction with after sales services and opinion about Honda bikes
Crosstab Count What is your opinion about Honda bikes? Total 1 2 3 4 are you satisfied with after 1 8 24 20 3 54 sales service provided by 2 6 20 17 3 46 Total 14 44 37 6 100
Analysis: cross table between satisfaction with after sales services with opinion about honda bikes reveals that nearly 44%of the customers opinion about Honda bikes are Teenage bikes and 6% of the customers opinion about Honda bikes are others. From the view point of Satisfaction with after sales services of the Honda bike nearly 54% of the customers are satisfied and only 46% of the customers are not satisfied. To know the relation between underlined variables chi square test as been applied and results are shown below.
4.21 Table showing chi square test for Satisfaction with the after sales services and opinion about Honda bikes
Chi-Square Tests Value df Asymp. Sig. (2-sided) Pearson Chi-Square .099a 3 .992 Likelihood Ratio .099 3 .992 Linear-by-Linear .051 1 .821 Association N of Valid Cases 100
Interpretation: As the significant (.992) value of chi square test is greater than 0.05, hypothesis is accepted. This leads to the conclusion that the opinions about the Honda bikes are based on the satisfaction with the after sales services.
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4.22 TABLE SHOWING DO YOU FEEL YOU GOT YOUR MONEY'S WORTH
Sl no Money‟s Worth No of Percentage (%) Respondents
1 YES 82 82%
2 NO 18 18%
TOTAL 100 100%
4.22 GRAPH SHOWING DO YOU FEEL YOU GOT YOUR MONEY'S WORTH
RESPONDENT
100
80
60 RESPONDENT
40
20
0 YES NO
INTERPRETATION As per the graph it shows that nearly 82% of customers feel they have got money‟s worth with theHonda bike and whereas 18% of customers disagree with the sale of Honda bikes.
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4.23 TABLE SHOWING MILEAGE OF YOUR VEHICLE
Sl no Mileage No of Respondents Percentage (%)
1 40-50KM 50 50%
2 50-60KM 32 32%
3 60-70KM 9 9%
4 ABOVE 70 KM 5 5%
TOTAL 100 100%
ANALYSIS OF TABLE: 50 Respondents are preferring option-1, 32 respondents preferring option-2, 9 respondents are preferring option-3, and 5 respondents are preferring option-4.
4.23 GRAPH SHOWING MILEAGE OF YOUR VEHICLE
RESPONEDENTS
50
40
30 RESPONEDENTS 20
10
0 40-50KM 50-60KM 60-70KM ABOVE 70 KM
INTERPRETATION From the above graph 50 Respondents are preferring option-1, 32 respondents preferring option- 2, 9 respondents are preferring option-3, and 5 respondents are preferring option-4.
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4.24. Table showing crossable for opinion regarding price of spares and opinion about Honda bikes
Crosstab Count What is your opinion about Honda bikes? Total 1 2 3 4 What is your opinion 1 4 7 10 0 21 regarding price of Honda 2 7 29 14 4 54 spares ? 3 3 7 13 2 25 Total 14 43 37 6 100
Analysis: cross table between opinions regarding price of spares with opinion about Honda bikes reveals that nearly 43%of the customer‟s opinion about Honda bikes are Teenage bikes and 6% of the customer‟s opinion about Honda bikes are others. From the view point of opinion regarding price of spares nearly 54% of the customers feel prices are reasonable and only 21% of the customers feel prices are costly. To know the relation between underlined variables chi square test as been applied and results are shown below. 4.24 Table showing chi square test for opinion regarding price of spares and opinion about Honda bikes
Chi-Square Tests Value df Asymp. Sig. (2-sided) Pearson Chi-Square 9.253a 6 .160 Likelihood Ratio 10.555 6 .103 Linear-by-Linear 1.499 1 .221 Association N of Valid Cases 100
Interpretation: As the significant (.160) value of chi square test is greater than 0.05, hypothesis is accepted. This leads to the conclusion that the opinions about the Honda bikes are based on the opinion regarding price of spares.
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4.25. Table showing crossable for colour preference and opinion about Honda bikes
Crosstab Count What is your opinion about Honda bikes? Total 1 2 3 4 1 6 1 8 0 15 Which colour do you 2 2 30 7 0 39 prefer 3 3 11 18 2 34 4 3 2 4 3 12 Total 14 44 37 5 100
Analysis: cross table between customers colour preference with opinion about Honda bikes reveals that nearly 44%of the customer‟s opinion about Honda bikes are Teenage bikes and 5% of the customer‟s opinion about Honda bikes are others. From the view point of customers colour preference nearly 39% of the customers prefer black colour and only 12% of the customer prefer silver colour.To know the relation between underlined variables chi square test as been applied and results are shown below. 4.25 Table showing chi square test for colour preference and opinion about Honda bikes
Chi-Square Tests Value df Asymp. Sig. (2-sided) Pearson Chi-Square 44.760a 9 .000 Likelihood Ratio 42.938 9 .000 Linear-by-Linear 5.239 1 .022 Association N of Valid Cases 101
Interpretation: As the significant (.000) value of chi square test is less than 0.05, hypothesis is rejected. This leads to the conclusion that the opinion about the Honda bikes are based on the colour preferences of the bikes.
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CHAPTER 5 SUMMARY OF FINDINGS AND CONCLUSIONS
SUMMARY OF FINDINGS On basis of the interpretation of data collected by the consumer survey conducted, the following summaries of findings are made:
On analysis of the age group of respondents, it can be inferred that the bulk of the customers of TANSI motors belong to the age group of 18-30 years followed by those of 30-50 years.
On event of analysis of occupational status it is seen that 74% of the customers of TANSI motors belong to the category of employed followed by 26% being business man, students& others.
Majority of the motorcycle owners belong to the middle & upper class society. Nearly 26% of the motorcycle owner‟s average monthly income lies between Rs 8000- Rs 15000.
It has been analyzed that the most important attributes features which consumer look for in a motor bike are mileage, low maintenance, power & pickup, style &colour.
Over all 48 %of respondents are graduate and 38% are post graduate so it shows that Honda is preferred mostly by literates.
As regards to the brands of TANSI Motors bikes being in use, it can be noted that 24% & 28% of customers surveyed use the brand Activa, unicorn signifying an extremely high awareness level and speculatively a good satisfaction level as well.
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62% of respondents were impressed by word of mouth from friends, family so this shows that there is a customer satisfaction towards purchase of motor cycle in Honda. As the respondents for mileage are more its shows that the Honda productsConcern with the mileage and also customers look in to the Maintainer ofHonda Motor cycle.
Most of the respondents surveyed have said the design & style, maintenance, after sales service, safety, comfort of the bike very good and they have said road grip, mileage, performance of the bike is good.
A majority of the respondents answered in the collective affirmative to the sporty look of the bike and others look into the sleek look of the bike.48% of customers prefer towards. The family bikes like Activa, Shine, and Aviator. 46% of customers prefer toward teenage and single person bikes like Unicorn, Stunner and Dio.
As we know that most of the range of products in Honda is scooters like Activa, Dio and Aviator so Honda gives special attention on the ride quality Honda was one who got unicorn with the mono suspension to the Indian Market and the bike which gave the superior riding comfort and quality and also same with the other line of products like Shine, Stunner, etc 98% of the respondents say they would recommend the Honda motors products to their friends, while 2% seem apprehensive to do soMost of the TANSI Honda customers have decided to buy Dio, Stunner, Unicorn as there next bike although some of them are yet to be decided.
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5.1 SUMMARY OF CONCLUSIONS
The satisfaction level assessed is high for the brands of bike brought out by TANSI Motors, i.e.52 % of the respondents are satisfied with their bikes & with only 48 % of respondents being extremely satisfied. The various reasons given by customers surveyed for being satisfied are that design & style, performance, comfort, and safety & mileage being good. 15% of the respondents however have asked to lessen the high maintenance cost on the parts of the customers & the fuel efficiency of the bikes. TANSI Honda Motorcycles have a very good brand equity compared to others companies like Bajaj, Yamaha, TVS. Most of the respondents have sought out better, enhanced and effective advertising strategies and spreading awareness of various models of the bikes. The Activa brand, although highly popular amongst the surveyed population, evidently has recorded quite a few complaints about its braking quality, lack of fuel efficiency etc. somehow not living up to the expectation of the customers in the terms of satisfaction. This is a cause of concern that needs to be addressed by the production, marketing & sales team at TANSI Motors.
The pricing method adopted by TANSI Motors is observed to be considered by its customer as normal and to an extent even competitive. The automobile industry in India is booming today, owing to our economy‟s wellbeing and rapid development across all sectors. The potentials are immense for manufacturers and consumers alike in the existent scenario. During the study, a few grievances of the customers with respect to TANSI Motors were identified for which suitable suggestions have been made. On the whole, we can conclude, that this study has tried to meet the objectives up a large extent & it is sincerely hoped that, this research study may come of any use to the company, dealer or future research scholars & students.
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SUGGESSTIONS In consideration of the study undertaken, data collected and interpreted, the following suggestions are being put forward to the concerned.
TANSI Motors should try to marginally increase its dealership & service networks thought Bangalore such it increases the customer base awareness and satisfaction without having to lose its exclusivity. The service station numbers for TANSI Honda motorcycles should be increased. Easier availability of spare parts, which enhance customer satisfaction. Effective advertising strategies will definitely affect the sales of TANSI Motors and in taking a better market share as well. To be reasonable and committed to the society by being more pro active in community and environment welfare activities. New variants should be added to the existing vehicles so as to give the customers a wider choice within the same vehicles. Easier availability of spare parts, especially the suburbs will enhance the customer satisfaction. The products can be further into being customer delight by putting into action, the measures to counter the complaints of the TANSI motors customers problems chiefly being the mileage, high maintenance cost and improved quality of after sales service. TANSI Honda having achieved a high satisfaction quotient amongst its customers can now concentrates on aspects of customer delight, by providing its customers products that not only meet their expectations but by far exceeding them. Honda needs to upgrade latest digital meter technology. The width of the rear tyre of the vehicle Honda shine should be increased in order to avoid skidiness on road.
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BIBLIOGRAPHY
Dr.k.Ramachandran. Business Resarch Methdology.
Goi, Chai Lee. "International journal of marketing studies." A Review of Marketing Mix: 4Ps, 2009: vol.1,No.1. kotter, Philip. Principal of marketing. 2006.
Philip, Kottler. Principles of marketing. 12 vols. 2006.
Rui Fernandes∗, Joaquim B. Gouveia, Carlos Pinho. "ARTICLE IN PRESS." Journal of Manufacturing Systems, Received 11 September 2011: No. of Pages 11.
Suja.R.Nair. Consumer Behaviour in Indian Perspective .
Wengb, Måns Söderboma and Qian. "University of Gothenburg." WORKING PAPERS IN ECONOMICS, February 2012: No 525. www.google.com www.bsmotoring.com www.TANSIhonda.com www.honda2wheelersindia.com
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ANNEXURE
QUESTIONNAIRE Dear Sir/Madam, My name is Sunil H S from New Horizon College, I am doing my 2rd year MBA and as requirements of curriculum I am currently doing my project with the respect of the study of “PRODUCT MIX AT HONDA MOTOR CYCLE” I would be much obliged if you could take few minutes to answer the following questions.
PERSONAL DATA NAME:
ADDRESS:
CONTACT NO:
AGE: a] 18 – 20years [ ] b] 20 – 30years [ ] c] 30 – 40years [ ] d] 40 – 50years [ ] e] 50years above [ ]
OCCUPATION: a] Student [ ] b] Employed [ ] c] Business man [ ] d] others []
EDUCATION: a] under graduate [ ] b] Graduate [ ] c] Post graduate [ ] d] others [ ]
MONYHLY INCOME: a] Below 8000 [ ] b] 8,000 – 15,000 [ ] c] 15,000 – 20,000 [ ] d] 20,000 – 25,000 [ ] e] Above 25, 000 [ ]
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SPECIAL DATA
1) What features you consider while choosing a bike? a) Mileage [ ] b) Pick up [ ] c) Maintains [ ] d) Durability [ ]
2) How did you get to know about HONDA? a) News paper [ ] b) Word of mouth [ ] c) Television [ ] d) Advertisement [ ] e) Publicity campaign [ ]
3) What is your opinion about HONDA BIKES? a) A single person bike [ ] b) Teenage bike [ ] c) Family bike [ ] d) others [ ]
4) Are you aware of various models offered by HONDA? a) Yes [ ] b) No [ ]
5) How did you get to know about HONDA MOTORCYCLES? a) News paper [ ] b) Word of mouth [ ] c) Television [ ] d) Advertisement [ ] e) Others [ ]
6) Which HONDA vehicle you are using? a) UNICRON [ ] b) STUNNER [ ] c) SHINE [ ] d) ACTIVA [ ] e) DIO [ ] f) AVIATOR [ ]
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7) At present you have Honda bike in future, if you want to replace it which model would you prefer? a) UNICORN [ ] b) PULSAR [ ] c) RI5 [ ] d) APACHE [ ] e) SUZUKI ACCSESS [ ] f) DIO [ ]
8) How do you rate HONDA BIKES in comparison with other bikes available in the market? a) Excellent [ ] b) Moderate [ ] c) Satisfactory [ ] d) Poor [ ]
9) How would you describe the external look of the bike? a) Ordinary [ ] b) Sleek [ ] c) Sporty [ ] d) Other [ ]
10) How do you rate SHOK absorber of the bike? a) Excellent [ ] b) Moderate [ ] c) Satisfactory [ ] d) Poor [ ]
11) Do you have any major problem with the bike since the purchase? a) Engine [ ] b) Comfort [ ] c) Maintaince [ ] d) Other [ ]
12) In INDIA fuel efficiency is very important are you satisfied with the fuel efficiency of your bike? a) Yes [ ] b) No [ ]
13) How would you rate HONDA BIKES? a) Satisfactory [ ] b) More than expected [ ] c) Good [ ] d) Poor [ ]
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14) What was your mode of purchase? a) Outright purchase [ ] b) Through finance [ ]
15) If in the previous question you have picked option „B‟ who is the financier? a) HDFC [ ] b) ICICI [ ] c) Others [ ]
16) Would you call your HONDA BIKE the NO 1 bike of today? a) Yes [ ] b) No [ ]
17) Are you satisfied with after sales services provided by the company? a) Yes [ ] b) No [ ]
18) Do you feel you have got your money‟s worth? a) Yes [ ] b) No [ ]
19) What is the mileage of your vehicle? a) 40-50km [ ] b) 50-60km [ ] c) 60-70km [ ] d) Above 70km[]
20) What is your opinion regarding price of HONDA spares? a) Costly [ ] b) Reasonable [ ] c) Cheap [ ]
21) Which colour do you prefer? a) Black [ ] b) White [ ] c) Red [ ] c) Silver [ ]
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