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INTRODUCTION
Introduction to Study:
The automobile sector has today become one of the hot areas markets. Various upcoming
features have enhanced the global competition in today's Automobile sector. Implementing
new technologies, new features and considering the customers preference are the important
factors for the company's existence in the competitive market. So if the company wants to
face the competition, it has to have the update knowledge of the consumer tastes and
preference. Our research is undertaken to study the influence of brand name on consumer’s
decision while buying a car in Karnal-Dharward city
Brand:
A brand is a name, term, sign, symbol or design or combination of them, intended to
identify the goods and service of one seller or group of sellers and to differentiate them
from those of competition”.
Brand is a combination of name, symbol and design. Brands represent the customer’s
Perceptions and opinion about performance of the product. The powerful brand is which
resides in the mind of the consumer. Brands differ in the amount of power and worth they
have in the market place. Some brands are usually unknown to the customers in the
marketplace while on the other hand some brands show very high degree of awareness.
The brands with high awareness have a high level of acceptability and customers do not
refuse to buy such brands as they enjoy the brand performance. Some brands commend
high level of brand loyalty.
The brand history tells us how the people have used the brand as a mark of identification.
In the earlier times the brand mark was used to differentiate the goods of one producer to 1
others. The word brand has its origin from the Old Norse word “brand” which means “to
burn”. In the initial phase, the brand was used as a mark of identification on the animals.
Brands play vital role in the decision making processes of the customer. It is important
for companies to find out customer’s decision process and pinpoint the criteria, which
customers apply while making decision. How brand names influence the customer
purchase decision? Why customers purchase a particular brand also implies how customers
decide what to buy. Customers follow the sequence of steps in decision process to
purchase a specific product. They start realizing a requirement of product, get information,
identify & evaluate alternative products and finally decide to purchase a product from a
specific brand. When customers purchase particular brand frequently, he or she uses his or
her past experience about that brand product regarding performance, quality and aesthetic
appeal.
Companies are recognized through their brand and it is most valuable asset for survival.
Customers have many brand choices but they have less time to make a choice. The brand
Specialty helps the customer in decision making to purchase a right product with less risk
and according to set expectations. Brand name is a promise to customer by maintaining
and enhancing the strength over time.13 Successful brand should be the representative of
various elements together including design, packing, quality, style etc. Customers want to
see all the elements in brand product according to his need.
“A product is something that is made in a factory; a brand is something that is bought by a
customer. A product can be copied by a competitor, a brand is unique. A product can be
Quickly outdated, a successful brand is timeless”.
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In today’s business environment, companies must work harder than ever before to achieve
some degree of differentiation in their products. Many companies have sought to achieve
this differentiation by branding their products, simply putting the company’s name on a
product.
The market is flooded with new and old brands and intensity of brand war is increasing
day by day. The popularity of a brand is a tool for survival and success of company in the
market. In this respect companies offer different packages to customers with the use of
different resource weapons in this competition war for raising awareness among the
customers about the branded product.
Benefits of the Study:
This project was an opportunity which will help the company at various information
regarding awareness of Honda cars brand name and importance given to different
attributes while purchasing a car.
Importance given to brand name, features, price, quality, look and mileage while
purchasing.
1. Interest level of people to buy Honda cars.
2. Different means through which the consumers gets information about the Honda car.
3. From this information company can come to know how the brand name is affecting
the sales of the automobiles
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Benefit to Me from this Study:.
It will help me in understanding-
The market for Honda brand cars in Karnal-Dharward in particular.
Customers Decision Making Process while purchasing Honda brand car.
Customer’s choices of brands while purchasing Honda brand cars.
It will help in understanding, reviewing and suggesting improvements in creating a
market for Honda brand cars.
The experience gained during this study will provide as a tool, which can be
applied in any future undertakings of similar nature.
Management problem:
Karnal-Dharward is a one of the important commercial market of Karnataka and there are
lots of potential people who can buy Honda cars. The company invests huge sum of money
and effort to create the awareness of their brand in the market, there is need to find does
this really affect the purchasing decision of the customer and are the promotions actually
fetching some results to the sales.
Research problem:
To find weather the brand awareness influences the sale of the product. To know the
consumers behaviour, their decisions and problems the customers face while buying the
car.
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OBJECTIVE OF THE STUDY
Following are the main objective to study about the customer satisfaction on Honda
To study Motor car industry.
To know the brand image factor in consumer decision.
To study various Marketing activities provided by Honda
To study the various services provided by Honda
To know the expectation of Honda Customers.
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SCOPE AND IMPORTANCE
This report ……
Scope:
This report covers various aspects of the Indian automobile industry.
It gives detailed analysis of the urban automobile market in terms of total sales,
marketing mix and satisfaction level.
Each section sufficiently explains the current and future market trends, and
developments in the Indian automobile market.
Importance:
There are many benefits related to this study. By analyzing this information, the
company would be able to better design schemes & services & target right
prospects’ needs & wants.
More people will get aware about Honda that will increase profit level of Honda.
This study helps to identify the behaviour of consumer when there are no offers &
schemes from Honda.
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LITERATURE REVIEW
The motorcar industry is among those which have suffered a deadly blow from the
monetary/economic crisis, a crisis which has sent production costs skyrocketting and
consumers' purchasing power plummeting. In 1998, the motorCar industry managed to sell
only 0.43 million units, down over 76% from 1.8 million units in the previous year.
Producers do not have the freedom to penetrate into the export market because they are
restricted by theft status as sole agents or brand holders which are authorized by their
principals to market their products only in certain areas.
Early in 1998, PT Federal Motor (FM) of the Astra Group, which is the largest producer of
motorcars in Indonesia, cut down on its output rate tremendously. Employees with
expiring contracts were given no extensions. The management adopted a cost-reduction
program. In a bid to improve efficiency, all the work plans which did not have direct
implications on sales were cancelled. A number of expansion projects were put on hold.
PT FM's focused its attention only on achieving its BEP target and on maintaining its cash
flow. With other motorCar producers, the financial condition was even worse.
The market demand for motorcars continued to shrink well into the first semester of 1999.
This situation has discouraged one newcomer in the motorcar industry, namely the
producer of Taiwanese brand Kymco, from launching its products. Shortly into the second
semester of 1999, the market demand for motorCars started to show a slight improvement.
Over the past few months, the monthly market demand for motorCars has ranged from
34,000 to 35,000 units, as compared to only 14,213 units in January this year. This has
resulted mainly from the stabilizing value of the rupiah and from the resumption of lending
by a number of multifinance companies. Meanwhile, the lowering of bank deposit interest
rates have also caused some people to switch their investment from bank deposits to
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goods, including motorCars. In all the years since the motorCar industry commenced its
operations in Indonesia, the monthly sales volume reached its peak level of 188,661 units
in August 1997.
Late in June 1999, the Government issued an automotive deregulation package in line with
the WTO accord. According to this deregulation package, the incentive system is no longer
to be used in the development of the motorCar industry and the link between local contents
and taxes is to be removed. As a result of the deregulation package, all types of motorCar
components are now subjected to import duties under the Harmonized System, which
applies to all goods in international trade. This system is relatively simple and transparant.
Capacity utilization rates down
Up to now, the number of producers in the motorCar industry has remained unchanged,
namely five. All of them are affiliated to sole agents/brand holders (or ATPMs by the
Indonesian initials). At least until the end of 1996, in view of the rapid growth in market
demand, which averaged over 20% per annum, the motorCar producers continued to
expand their production capacities. According to data from the Department of Industry and
Trade, the total production capacity of the motorCar industry is now 2.5 million units per
annum. Following the outbreak in mid-1997 of the monetary crisis, nearly all the
production capacity expansion plans were either put on hold or cancelled.
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Customer Satisfaction
Customer satisfaction, a business term, is a measure of how products and services supplied
by a company meet or surpass customer expectation. It is seen as a key performance
indicator within business and is part of the four perspectives of a Balanced Scorecard.
In a competitive marketplace where businesses compete for customers, customer
satisfaction is seen as a key differentiator and increasingly has become a key element of
business strategy.
There is a substantial body of empirical literature that establishes the benefits of customer
satisfaction for firms.
Honda Siel Cars India Ltd., (HSCI) was incorporated in December 1995 as a joint venture
between Honda Motor Co. Ltd., Japan and Siel Limited, a Siddharth Shriram Group
company, with a commitment to providing Honda’s latest passenger car models and
technologies, to the Indian customers. The total investment made by the company in India
till date is Rs 1620 crores in Greater Noida plant and Rs 784 crores in Tapukara plant.
HSCI’s first state-of-the-art manufacturing unit was set up at Greater Noida, U.P in 1997.
The green-field project is spread across 150 acres of land (over 6,00,000 sq. m.). The
annual capacity of this facility is 100,000 units. The company’s second manufacturing
facility is in Tapukara, Rajasthan. This facility is spread over 600 acres and will have an
initial production capacity of 60,000 units per annum, with an investment of about Rs
1,000 crore. The first phase of this facility was inaugurated in September 2008.
The company’s product range includes Honda Jazz, Honda City, Honda Civic and Honda
Accord which are produced at the Greater Noida facility with an indigenization level of 9
77%, 76%, 74% and 28% respectively. The CR-V is imported from Japan as Completely
Built Units. Honda’s models are strongly associated with advanced design and technology,
apart from its established qualities of durability, reliability and fuel-efficiency.
Honda Jazz
Honda Jazz is the company’s first offering in the premium compact car segment. The Jazz
is a segment-defining car that has won accolades and adoration all over the world. Widely
acclaimed for its dynamic styling, spacious interiors, versatile utility and remarkable
performance, the Honda Jazz brings added fun and excitement to the driving experience.
The Jazz’s dynamic performance is achieved by a newly developed four-cylinder 1.2-liter
i-VTEC engine, featuring Programmed Fuel Injection that delivers maximum output of 90
PS (66 kW) @ 6,200 rpm and Torque of 110 Nm (11.2 kg-m) @ 4800 rpm while giving
impressive fuel economy of 16.1 km/l, as per ARAI test data. Safety of passengers and
pedestrians is a top priority for Honda and all safety equipment is standard across all
variants. The Jazz practicality has been enhanced with three-mode “Magic Seat”
configuration to achieve multiple seating and cargo-carrying configurations for long or tall
objects in addition to the standard five-passenger mode. The Honda Jazz is available in
three variants - Honda Jazz, Jazz Select and Jazz X.
The Honda Jazz X looks sporty with the new blue black interiors and this sporty look is
further accentuated with the addition of Alloy wheels. In line with the preferences of the
customers, the audio system of the new Jazz now comes equipped with a USB port.
The Honda Jazz X additionally features a Rear Parcel Shelf for added customer
convenience & safety of the luggage and Front & Rear mud guards. It also includes Fog
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lamps for enhanced styling and better visibility and Driver seat height adjuster for a
comfortable and smooth drive.
Honda City
Honda's all-new Third Generation Honda City was launched in September 2008. It comes
with a completely new design, new engine, spacious cabin and equipped with various
active and passive safety features. The company has also launched the 1.5 V MT & AT
version of the City in September 2009. The new Honda City is available as SMT, VMT
and VAT. Additionally, all the variants is available in 2 attractive types – Elegance and
Inspire.
The all new Honda City achieved milestone sales with 50,000 units sold within one year of
its launch. Since its launch in the country in 1998, Honda City has been a best seller in the
premium car segment.
The all new Honda City has bagged several awards including 3 Car of the Year and the
prestigious ICOTY (Indian Car of the Year) 2009. The model made a clean sweep in the
viewers’ choice category winning all 3 awards announced by NDTV Car India & Bike
India Awards, UTVi Autocar Awards and CNBC TV 18 Overdrive Awards. These awards
truly exemplify the experts’ as well as the customers’ admiration and trust in the product.
Honda Civic
The Civic is Honda’s largest selling model globally and is now sold in approximately 160
nations and regions worldwide. Honda Civic was launched in India in July 2006 which
became a runaway success and was also awarded the “Indian Car of the Year” in 2007.
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The new Civic was launched in September 2009 with more aggressive and sportier look.
The new V grade Civic juxtaposes Honda’s advanced technology with striking design. The
new Curved 5 Point Metallic Front Grille and restyled Front Sporty Bumper add to a
pulsating and aggressive appeal of the car. The introduction of stylized Dark Smokey
Headlights & Crystalline Octagonal Tail Lights enhances the contemporary look of the car.
New Civic is available in 3 variants – SMT, VMT & VAT.
Honda Accord
The Honda Accord was first introduced in India in year 2003. HSCI launched the 8th
generation Honda Accord in India in May 2008. The Honda Accord is available in 2.4L
and 3.5L V6 engine.
The 2.4L comes in three types in both Automatic and Manual transmission − Accord 2.4,
Accord 2.4 Elegance and Accord 2.4 Inspire. The All-new Accord comes with 5-speed
Manual Transmission and 5-speed Automatic transmission with Paddle shift, to give the
exhilarating experience of F-1 racing. The AT now has Shift Holding System which avoids
unnecessary gear shifting on winding roads and helps in hassle free drive.
The Honda Accord V6 3.5-liter comes with Electric Sunroof and additional luxury features
for enhanced exterior styling. The 3.5L i-VTEC engine features an advanced Variable
Cylinder Management (VCM) system that switches between six-, four-, and three-cylinder
combustion depending on the driving conditions and thereby delivering maximum power
of 275 PS during six cylinder operation and impressive fuel economy in VCM mode while
cruising.
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The new 8th generation Honda Accord has also won the UTVi Autocar Best Luxury Car
award in 2009.
Honda CR-V
The Honda CR-V is sold as a Completely Built Unit (CBU) import and is available on
confirmed order basis for the customers. The Honda CR-V was first introduced in India in
July 2003. It went on to become the segment leader since its launch winning several
awards for itself. The all new 3rd generation CR-V was introduced in India in November
2006 which offered its customers a distinctive combination of ‘the comfort of a sedan with
the thrills of a SUV’. Honda CR-V was adjudged the ‘SUV of the Year’ by NDTV Profit
Car & Bike and Overdrive and also won the ‘Best Driver’s Car’ award by CNBC TV-18
Autocar Auto Awards in 2007.
Honda launched a refreshed version of the 3rd generation CR-V in November 2009.The
new Honda CR-V offers its customers a distinctive combination of refined styling and high
quality. The Honda CR-V is available in 2.0 L - MT 2WD and 2.4L MT /AT Real-time
4WD.
Sales Network
Honda Siel Cars India has a strong sales and distribution network spread across the
country. The network includes 120 facilities in 71 cities. HSCI dealerships are based on
the “3S Facility” (Sales, Service, Spares) format, offering complete range of services to its
customers
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INDUSTRY PROFILE
Indian Automobiles Industry
History:
The Automobile industry emerged in India in 1940s. However the growth was relatively
slow in 1950s and 1960s due to the nationalization and the licence raj which hampered the
Indian private sector. After the 1970, the automotive sector began to grow, but the growth
was mainly driven by the tractors, commercial vehicles and the scooters. A major luxury
Japanese manufactures entered the India market ultimately leading to the establishment of
Maruti Udyog. It was this time that the Indian government chose Suzuki as joint venture to
manufacture small cars.
Present Scenario:
The Indian Automobile Industry has demonstrated sustained growth as a result of
increased competitiveness and relaxed restrictions. Several Indian manufacturers such as
Tata motors, Maruti Suzuki, Mahindra and Mahindra expanded their domestic and
international operations. India’s robust economic growths lead to further expansion of its
domestic automobile market which attracted significant India-specific investment by
multinational automobile manufacturers.
The automobile industry in India is the 9 th largest in the world with
annual production of over 2.3 million units in 2008. In 2009 India has emerged as Asia’s
4th largest exporter behind Japan, South Korea and Thailand.
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Some Achievements of industry as follows
India has the fourth largest car market in the world.
India had largest three wheeler market in the world.
India is the second largest producer of two wheelers in the world.
India rank fifth in the production of commercial vehicles.
Hyundai motors stands second in the car production in the world.
An Overview:
Automobile industry of India can be broadly classified under
1. Passenger vehicles
2. Commercials vehicles
3. Three wheelers
4. Two wheelers
With two wheeler having maximum market shares of more than 75%. Automobile
companies of India, Korea, Europe and Japan have significant hold on the Indian market
share. Tata motors produce maximum number maximum number of mid and large size
commercial vehicles holding, more than 60% market share. Motorcycles tops the charts of
2 wheelers, with Hero Honda being the key player. Bajaj by far is the no. 1 manufacturer
of 3 wheelers in India.
Some achievements of the companies operating in different sectors of Indian
automobile industry
Hero Honda is the largest manufacture of the motorcycles
Hyundai is the second largest player in the passenger car market.
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Tata motors are the fifth largest player in medium heavy commercial vehicle
manufacturer in the world.
Bajaj Auto is ranked as the the world’s fourth largest two-and three- wheeler
manufacturer.
Key players in the Indian Automobile Industry:
Some of the key players of the industry are as follows
Maruti Suzuki
Hero Honda
Tata Motors
Bajaj Auto Ltd
Mahindra Group
Ashok Leyland
Yamaha Motors India
TVS
Hyundai Motors India
Honda Seil India Ltd
Toyota Kirlokar Motor Pvt Ltd
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Key Passengers of Indian Passenger Vehicles Sector
Passenger section is majorly ruled my car manufacturers capturing over 82% of total
market share. Maruti Since Long has been the biggest car manufacturer and holds more
than 50% of entire market. So of the key players of the Industry are
Maruti Suzuki
Tata Motors
Hyundai Motors India
Mahindra & Mahindra
Honda Siel
Toyota
Ford
Chevrolet
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COMPANY PROFILE
Establishment 24 September 1948
Founder Soichiro Honda Takeo Fujisawa
Headquarters Minato,Tokyo,Japan
Area served Worldwide
Key people Satoshi Aoki (Chairman) Takanobu Ito (CEO)
Industry Automobile, Truck, Motorcycle Manufacturer
Products Automobile, Truck, Motorcycle, Scooters, ATVs, Electrical
Generators, Robotics, Marine equipments, Jets, Jet Engines,
and Lawn and Garden equipments. Honda and Acura Brands
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History
HSCI was established in December 1995, with Honda Motor Co., (Japan) and Siel Ltd.
(India) as the key promoters. Honda’s models are strongly associated with advanced
design and technology, apart from its established qualities of durability, reliability and
fuel-efficiency.
Honda Siel Cars’ state-of-the-art manufacturing unit was set up in 1997 at Greater Noida,
U.P. and currently has a capacity of 50,000 cars annually. The company is planning to
raise its capacity to 100,000 cars per annum by the end of 2007.
HSCI has recently launched the all-new, third generation CR-V and new Accord in its
portfolio. The all-new Honda CR-V comes in 2 variants- 6 speed manual transmission
system and 5-speed automatic transmission system with Grade Logic Control for smooth
and effortless performance.
Honda’s most successful global model, the eighth generation Civic was launched in July
2006 and has already become segment leader within a short span of time. The Honda City
ZX, the largest selling sedan in India, is today recognized as one of the most successful car
brands in India. To ensure consumer’s safety, Honda has recently added new features like
Airbags and ABS in the VTEC version of the car.
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In 2006, three of Honda’s four cars in the Indian market – City, Accord and CR-V, have
ranked first in the TNS Total Customers Satisfaction Award.
The company operates under the stringent standards of ISO 9001 for quality management
and ISO 14001 for environment management.
Honda in India
Honda Siel Cars India Ltd., (HSCI) was incorporated in December 1995 as a joint venture
between Honda Motor Co. Ltd., Japan and Siel Limited, a Siddharth Shriram Group
company, with a commitment to providing Honda’s latest passenger car models and
technologies, to the Indian customers.
The Honda City, its first offering introduced in 1997, revolutionized the Indian passenger
car market and has ever since been recognized as an engineering marvel in the Indian
automobile industry. The success of City as well as all its other models has led HSCI to
become the leading premium car manufacturer in India.
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The total investment made by the company in India till date is Rs. 1620 crores. The
company has a capacity of manufacturing 100,000 cars.
Honda Philosophy
The Honda Philosophy expressed in this illustration shows the Company Principle,
Management Policies and the ‘Honda Way’ based upon the fundamental beliefs of
‘Respect for the Individual’ and ‘The Three Joys’
FUNDAMENTAL BELIEFS
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Ownership Pattern
Honda Siel Cars India Ltd., (HSCI) was incorporated in December 1995 as a joint venture
between Honda Motor Co. Ltd., Japan and Siel Limited, a Siddharth Shriram Group
company. HSCI currently holds 99.9% ownership and rest 0.1% lies with Siddharth
Shriram Group company.
Manufacturing Capacity
HSCI’s state-of-the-art manufacturing unit was set up in 1997 at Greater Noida, U.P with
an investment of Rs. 450 crores. The green-field project is spread across 150 acres of land.
The initial installed capacity of the plant was 30,000 cars per annum, which was thereafter
increased to 50,000 cars on a two-shift basis. The capacity has further been enhanced to 1,
00,000 units annually in February 2008. The capacity expansion was necessitated by the
excellent performance of all the Honda models, particularly the growing demand for City
ZX in India. Several modifications were done by the company with the objective of
offering higher quality products to its customers, faster and quicker. The expansion
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process also included expansion of the covered area in the plant, from 1,07,000 sq.m. to
1,31,794 sq.m.
HSCI currently produces the Honda City ZX, Civic and Accord models in India and the
premium SUV, CR-V is sold as a fully imported unit from Japan. The company operates
under the stringent standards of ISO 9001 for quality management and ISO 14001 for
environment management.
Sales and Distribution Network
Honda Siel Cars India has a strong sales and distribution network spread across the
country. The network includes 80 facilities in 51 cities.
Having established itself as a leading brand in the metros, the company is now focusing on
increasing its presence in tier-II towns and cities and plans to increase its dealership
network to more than 100 by the end of 2008-09 fiscal year.
The company is targeting 100 dealer outlets across India by 2009, as per their expansion
strategy which is based on the '1 dealer per 1000 cars' formula.
Product Range
Honda Siel Cars’ product range in India includes the Honda City ZX in the mid-size
segment, Civic in the Lower D segment and Accord in the luxury segment and third
generation all-new CR-V (both 2.0L 2 WD and 2.4L 4WD) in the SUV segment. While
the City ZX, Civic and Accord are manufactured at the company’s plant, the CR-V is
imported from Japan as a Completely Built Unit.
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PRODUCT PROFILE
1. HONDA CITY ZX
City ZX is today recognized as one of the most successful car brands in the country. Its
success is a replica of the success of its predecessor - the original Honda City, launched
way back in 1997. In fact, HSCI took a historic step in 2003, when it introduced the New-
City at a time when the original City was still performing brilliantly – and it was an
immediate success. The City ZX was launched two years later in 2005 as an enhanced
version of the New-City and is strongly associated with durability, reliability, quality and
fuel-efficiency.
The City ZX range includes 4 variants - EXi, GXi, CVT (Automatic Transmission) and
VTEC. While EXi, GXi and CVT variants come with the advanced combustion system of
the 1.5 litre Intelligent Dual & Sequential Ignition (i-DSI) engine, City VTEC embodies a
1.5 litre VTEC (Variable Valve Timing and Lift Electronic Control) engine. The VTEC
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version was reintroduced in the new City inresponse to customer demand. The City VTEC
comes with sporty exteriors and plush interiors, catering to the premium segment
customers. On the outside, 14” alloy wheels adorn the car, front and rear fog lamps and
rear disc brake. The interiors are more lavish with leather steering, centre console and
beige and black upholstery.
The City is manufactured with 79% indigenization level and currently enjoys 25% market
share in its segment.
2. HONDA CIVIC
HSCI launched the 1.8S Civic in India in July 2006, which became a runaway success.
The company has also launched the 1.8v version of the Civic in June2007.
The Civic is Honda’s largest selling model globally and is now sold in approximately
160 nations and regions worldwide. The Civic made its debut, with a two-door model in
July 1972, followed shortly by a three-door version. The series was a major hit,
especially among young people and for three consecutive years, from 1972 to 1974, the
Civic won the ‘Car of the Year Japan’ award. Civic’s development process contrasted
completely with Honda tradition. Rather than pursue development based primarily on
the vision of Company founder Soichiro Honda, the Civic’s development team traveled
25
to various world markets, gained local knowledge and experience first-hand, and then
set about creating a car that “is needed right now.”
Overseas production of Civic began in Indonesia in 1975, and Civic vehicles are now
made in 11 countries, including North America, Europe, Asia and South America. Total
cumulative production of Civic models at the end of calendar 2004 was approximately 16
million units—making it one of the most popular models in Honda history.
The Civic has an indigenization level of 72% and enjoys 45% market share in its segment.
3. HONDA ACCORD
Accord comes with fresh new exterior styling, enhanced interiors and several new value-
added features. The Accord has a new-look; sporty rear with revamped LED Tail lamps
and rear bumper garnish that further enhances its stunning exterior styling. Adding
greater value to the 2.4 lt model, the new car now has premium wood & leather steering
wheel and turn indicators on side-view mirrors, features which were earlier available
only in the V6 model. For easy and convenient parking, the new Accord has front and
rear Parking Assistance Sensors, which warn the driver of obstacles in his way while
parking. The Accord V6 now has enhanced safety in the form of Vehicle Stability Assist
(VSA) technology and also new 10-spoke 16” alloy wheels.
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Accord, which has been a popular premium sedan ever delight the customers with its
class-leading performance and luxury features such as leather upholstery, dual-zone
climate control and six-CD changer.
The Accord is manufactured with 34% indigenization level and currently enjoys 27%
market share in its segment.
4. HONDA CR-V
The 3rd generation CR-V was introduced in November 2006. The all-new, third generation
Honda CR-V offers its customers a distinctive combination of ‘the comfort of a sedan with
the thrills of a SUV’. The engine is a 2.4-liter DOHC i-VTEC, which delivers a powerful
torque of 162 ps @ 5,800 rpm. Real-time 4WD is a unique feature of the car, which is the
first in its class. The Real-time 4WD intelligently detects adverse road conditions and
switches to 4-wheel drive instantly. In normal conditions the all-new CR-V operates in
front wheel drive mode but in wet, muddy roads or off-road conditions, it automatically
switches to 4-wheel drive instantly. An enlarged clutch and stiffened transmission parts
help distribute 20% additional torque to the rear wheels which ensures smooth drive in bad
road conditions without compromising on safety or fuel consumption. HSCI recently
introduced the 2.0L 2WD (2-Wheel Drive) Honda CR-V, which is more agile & has a
27
sporty handling. The new lighter engine gives good fuel efficiency, without compromising
on performance.
The CR-V currently enjoys 37% market share in its segment.
4. HONDA JAZZ
Honda Jazz is the company’s first offering in the premium compact car segment. The Jazz
is a segment-defining car that has won accolades and adoration all over the world. Widely
acclaimed for its dynamic styling, spacious interiors, versatile utility and remarkable
performance, the Honda Jazz brings added fun and excitement to the driving experience.
The Jazz’s dynamic performance is achieved by a newly developed four-cylinder 1.2-liter
i-VTEC engine, featuring Programmed Fuel Injection that delivers maximum output of 90
PS (66 kW) @ 6,200 rpm and Torque of 110 Nm (11.2 kg-m) @ 4800 rpm while giving
impressive fuel economy of 16.1 km/l, as per ARAI test data. Safety of passengers and
pedestrians is a top priority for Honda and all safety equipment is standard across all
variants. The Jazz practicality has been enhanced with three-mode “Magic Seat”
configuration to achieve multiple seating and cargo-carrying configurations for long or tall
objects in addition to the standard five-passenger mode. The Honda Jazz is available in
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two variants - Honda Jazz and Jazz Select edition in Manual Transmission. Additionally,
both the variants are available in 2 attractive types - Mode & Active.
Sales Performance
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ENVIRONMENT AND SAFETY
The Honda Group is globally recognized for its concern towards environment, safety
and conservation of the society in which it operates. HSCI follows the same in India for
achieving high standards in environmental safety in the various processes of car
manufacturing.
The company operates under the stringent standards of ISO 9001 for quality
management and ISO 14001 for environment management.
Awards
Honda Jazz
NDTV Profit – Car India & Bike India Awards 2010
-Car of the Year
- Small Car of the Year
Honda City
JD Power Asia Pacific 2009 India IQS - Honda City No.1
Indian Car of the Year 2009 (ICOTY 2009) - New Honda City
CarWale.com Awards 2009
- India’s Favourite Car for Self-Driven Executives 2009
- The coveted ‘New Car of the Year 2009’
NDTV Profit – Car India & Bike India Awards 2009
- Car of the Year
30
- Mid-Size Car of the Year
- Viewers’ Choice Car of the Year
CNBC TV – 18 Overdrive Awards 2009
- Viewers’ Choice Car of the Year
BS Motoring Awards 2009
- Car of the Year
Zigwheels Awards 2008
- Car of the Year - Honda City
- Sedan of the year - Honda City
UTVi Autocar Awards 2009
- Viewers’ Choice Car of the Year
- Best Design Award
Honda Civic
JD Power Asia Pacific 2009 India IQS - Honda Civic No.1
ICOTY 2007
India’s Favourite Car for Enthusiasts 2009
Car of the Year - CNBC TV 18 Autocar Auto Awards, '07
Viewer's Choice of the year - CNBC TV 18 Autocar Auto Awards, '07
Car of the Year - NDTV Profit Car India and Bike India Awards '07
Executive Car of the year - NDTV Profit Car India and Bike India Awards
'0731
Automotive Design of the year - NDTV Profit Car India and Bike India
Awards '07
CNB Viewers' Choice Best car of the Year - NDTV Profit Car India and
Bike India Awards '07
Viewers Choice Award - Overdrive Awards, '07
Design Award - Overdrive Awards, '07
Jury Award 2007 - BS Motoring Awards, '07
Honda Accord
India’s Favourite Car for Chaffeur-Driven Executives 2009
2009 Best Luxury Car (UTVi Autocar Awards) - 09
No1 Entry Luxury Car - TNS Total Customer Satisfaction Study, '06
Honda CR-V
Best Driver's Car - CNBC TV 18 Autocar Auto Awards, '07
SUV of the Year - NDTV Profit Car India and Bike India Awards '07
SUV of the Year - Overdrive Awards, '07
No 1 Premium SUV - TNS Total Customer Satisfaction Study, '06
32
HONDA MOTOR COMPANY SWOT ANALYSIS
Honda motor company is not just an average Japanese car manufacturer. Originally know
for motorcycles, Honda has managed to elude the dominate keiretsu system in Japan and
become one of the dominant automobile manufacturers in the world
STRENGTHS
Honda has a reputation for producing high quality products from cars to
motorcycles to lawn mowers.
They are the largest manufacturer of motorcycles in the world.
Honda has won many awards for initial quality and customer satisfaction.
Their research has afforded them competitiveness in innovative products.
They were a pioneer in engineering low emissions internal combustion and hybrid
technology.
Honda is the only other manufacturer outside of Mitsubishi to branch out into
many other areas outside of automobiles, like motorcycles, scooters, power
equipments (generators), Asimo Robot.
WEAKNESSES
33
Their prices are higher for non-luxury vehicles than comparable models by other
manufacturers.
Their vehicles also have a reputation for being underpowered.
Due to the latest technology being used in Honda products it is difficult to keep the
prices low.
34
OPPORTUNITIES
To continue progressing low emission vehicles and alternative power sources.
Another area of opportunity would be developing nations like China and India.
These are large markets, and cheap dependable transportation would be a hot seller.
THREATS
Too many competitors in automotive industry.
Expanding market size of compact cars ( currently it is around 76% )
Regaining the lead of low emissions is a risky proposition as other companies are
coming out with new and cost effective ideas of producing low emission vehicles.
Increasing steel prices will make it difficult for the companies to continue the
current pricing strategy.
Leadership
1948–1973 — Soichiro Honda
1973–1983 — Kiyoshi Kawashima
1983–1990 — Tadashi Kume
1990–1998 — Nobuhiko Kawamoto
1998–2004 — Hiroyuki Yoshino
2004–2009 — Takeo Fukui
since 2009 — Takanobu Ito
35
ABOUT JAVALI AUTOMOBILES (Dealers profile)
Name of the Firm Javali Automobiles Pvt Ltd
Name of the Company Lakeview Honda
Establishment 5th may 2008
Founder Mr. Suhas Javali
Phone no. 0836-2278837
E-mail [email protected]
Products City, Civic, Accord, CRV & Jazz.
Address Javali Automobiles Pvt Ltd.
Opp. Unkal Lake
Karnal-580 025
District
State Karnataka
Office Karnal
36
VISION STATEMENT
“Our Vision is to be the Best Automobile Dealer in India in terms of Customer
Satisfaction and Growth”
MISSION STATEMENT
Develop and maintain Human capital, which will drive culture customer focus and high
performance. Create, learn and implement best in HR practices and processes. Retain and
attract talent by improving brand.
POLICY STATEMENT
“We regard HR as its Greatest asset. We continuously endeavor to make the company a
greatest place to work in improving transparency of accountability at different level. We as
an organization reward merits on equal opportunities. An employer that does not believe in
discrimination on the basis of gender, caste and religion.”
We strive to provide all our business partners, stakeholders, shareholders, customers and
employees the highest levels of satisfaction through growth, constant innovation,
discipline and best business practices.
VALUES
To treat employees as an asset.
Man power storage
Focus on customer satisfaction
Teamwork among our people
Profits for Growth.
37
DEPARTMENT STUDY AND PROFILE
FRONT OFFICE FUNCTIONS
Mr. Veeranna Sidhnal showroom sale manager of Javali Automobiles Pvt Ltd, Lakeview
Honda & Mr. Daniel & Mr.Raghavendra Sales Officer.
When a customer walks into the showroom, he should be given a test-drive and after that
broachers and quotations are to be given to him for further reference. All these will be
explained in the marketing part and all this takes place before the customers buying
decision. When he decides to buy a particular car; he is supposed to give certain amount as
a down payment and further in equal monthly instalments (EMI). He has to get Release
Order from the bank and then only he will get the car. Many facilities are provided by GM
division for this and customer is having a kind of relaxation due to this.
Before delivery of the car. The front office executive has to note down the engine number
and the cheesy number of the car.
Pre-delivery inspection is checked for accuracy and after that the car will be washed. Front
office has to do many paper works along with demo, test-drive, follow up etc and they play
an important role in the customer satisfaction as well as the success of the organization.
FUNCTION OF SERVICE DEPARTMENT
Javali Automobiles Pvt Ltd, Lakeview Honda. is having a service dept and Mr. Satish k is
the service manager, only by selling a good car which is having good facilities in it will
not make the customer happy. What makes him happy is even the post sale service
provided in the car showroom.
38
SERVICE ADVISORS:
There are two service advisors,
Mr. Milind.
Mr. Prasanna.
Following are the duties they carry out:
Opening the job card; this shows the number of jobs to done on the car.
They give estimates of how much work is to be done and the labour cost.
After opening the job card they hand over the car to the floor in charge.
They inspect if the servicing is satisfactory before handling over the car to the
respective customer.
FLOOR INCHARGE
Mr. Ravi D P manager
In case a customer is involved in an accident and is the damaged, the customer brings back
the car to the company. The body shop supervisors survey the extent of damage and make
repair estimations. He further interacts with respective insurance company to cover for the
damage. Finally he hands over the floor in charge.
PERIOD DELIVERY INSPECTER
Once new cars are delivered from Javali Automobiles the period delivery inspector
thoroughly inspects the physical and mechanical aspects of the car to ensure that they are
in order. He explains technical aspects of the car to the customers.
39
CUSTOMER RELATIONS EXECUTIVE
Mr. Arun
The customer relations executive sends the service remainder through mail’s, calls and
messages.
WARRANTY ANALYST
The warranty analyst sends warranty items to the parent company for exchange.
ACCESSORIES & SPARES DEPARTMENT
Mr. Arun .S. Kulkarni is the Accessories & Spares Manager
He is the in-charge of accessories department of a Javali Automobiles
“A car without accessories is like bride without jewelleries”.
Here at Javali Automobiles, this sentence will let us know what the importance of
accessories for a vehicle is. This doesn’t mean that accessories are compulsory but they are
additional and give extra features and comfort.
FINANCE DEPARTMENT:
All monetary transaction of the company are handled by the finance department.
Bankers of Javali Automobiles Pvt Ltd, Lakeview Honda.
Canara Bank.
HDFC Bank.
Iffco Tokyo.
Following books are maintained by the accounts department;
Petty cash book.
Purchase register40
Credit note register
Journal register
Sales register
MARKETING DEPARTMENT
The functions of the marketing department include the whole process of distribution and
the process before distribution. Marketing makes the goods useful to the society by getting
them where they are wanted, when they are wanted and by transferring them to those
whom they are wanted.
The type of customers purchase cars from Javali Automobiles range from Doctors,
Engineers, Business people, Government employees, all whose earnings are around Rs.
50,000 per month.
This company offers the following Products to its customer:
Honda Jazz
Honda City
Honda Civic
Honda Accord
Honda CR-V
Javali Automobiles is using the selling concept to sell its cars this concept assumes that
consumers will not buy enough of its products unless they are approached through
intensive sales promotions, advertisements, and salesmanship efforts and also effective
communication with the market. This concept emphasizes the promotions in the marketing
process.
41
MARKETING AND SALES
The whole sales procedure involves functions from two sides
1. Front office
2. Sales consultants
Both play an important role and they are the main determinants of purchasing process of
the consumer. Both of these are internal factors affecting the consumer buying behavior.
Buying car is of complex buying behaviour and many strategies are to be followed for this.
This is complex buying behaviour because,
Here risk involved is high.
Here price factor is high.
It is an important decision.
Here the influencers are more.
In one word it is “complex”.
FUNCTIONS:
Daily check up of the opening and closing of the spares.
Keeping in touch with the purchase department.
Report to the purchase department in case the spare parts are defective.
Maintaining spare account.
The spare stock is divided into three parts:
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1) 85% this group contains fast moving items for instance servicing items and
suspension items, Example: shock absorbers, cartridge.
2) 10% these items are neither fast moving nor slow moving.
3) 5% these items are not fast moving. They are generally costly items, Example:
Body parts.
The price list for the spare parts keeps on changing with time. So the company does not
maintain its own price list as it along with the spares when purchased.
Key competitors
Tata Motors
Maruti Suzuki
Hyundai
Ford
FIAT
General Motors
43
Research Methodology
Research is the search for knowledge through objective and systematic method of finding
solution to a problem is research. Research is defined as human activity based on
intellectual application in the investigation of matter. The primary purpose for applied
research is discovering, interpreting, and the development of methods and systems for the
advancement of human knowledge on a wide variety of scientific matters of our world and
the universe. Research can use the scientific method, but need not do so.
Research Methodology
Research methodology refers to the method the researcher uses in performing research
operations.
Research Approach
Type of research:
1. Exploratory Research Design: The major emphasis in exploratory research design is on
discovery of ideas and insights.
2. Descriptive Research Design: The Descriptive Research Design Study is typically
concerned with determining the frequency with which something occurs or the relationship
between two variables.
3. Casual Research Design: A Casual Research Design is concerned with determining cause
and effect relationship.
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Data Collection Method
Data for the present study is collected from two sources:
Primary sources:
The data are collected directly from the universe by conducting interviews, etc. these are the
original sources from which the researcher directly gathers data which are not previously referred.
Secondary sources:
The data are collected from the secondary sources such as magazines, journals, etc. These sources
consist of already variable data in the form of statements, and reports, which may include sensory
reports, financial statements of the company, reports of governments departments, etc.
Data collection approach
To carry out this research, primary data and secondary are collected.
Primary data (survey data)
Systematic collection of information directly from respondents. This data is collected for
the descriptive research. The survey data collected during the study includes the data
collected through questionnaire and face-to-face interview with customer to know about
the consumer behaviour.
Secondary data
The first step in data collection approach is to look for secondary data. Usually it is the
data developed for some purpose other than for helping to solve the problem at hand.
Secondary data are collected through various magazines, internal experts, and website.
45
Measurement Technique
1. Questionnaire : Questionnaire is a list of question to be asked from respondents. It
also contains a suitable space where the answers can be recorded.
2. Scales (Likert Scale) : An extremely popular means for measuring attitudes.
Respondents indicate their own attitudes by checking how strongly they agree or
disagree with statements. Response alternatives: “strongly agree”, “agree”,
“uncertain”, “disagree”, and “strongly disagree”.
Sampling Population
The people of the Karnal city.
Sampling Frame
Customers of Honda car from Karnal.
Sampling unit:
Business people, Government services, Doctors, Engineers, Lawyers of Karnal city.
Sample Size:
100
Sampling Method:
Selective Random sampling method.
Statistical tools used
SPSS Package
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FINDINGS AND ANALYSIS
1. Which car do you have or you like to have?
Model Percent
Jazz 15.0
City 46.0
Civic 23.0
Accord 5.0
CRV 11.0
Total 100.0
Interpretation: Out of 100 respondents on whom survey was conducted ,15% of the
respondents own Honda Jazz cars,46% own Honda City,23% own Civic cars,5% own
Accord and 11% own CR-V cars. This shows that most the people own Honda City brand
cars.
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2. What influenced you to buy a Branded car?
Percent
Valid Necessity 21.0
Status 34.0
Ads 17.0
Family 11.0
Friends 17.0
Total 100.0
Interpretation: With respect to the question what influenced you to buy a branded car,
21% of the respondents replied that it was necessity, 34% replied that it was Status, 17% replied it
was the Ads that influenced them, 11% replied it was family and 17% replied they were influenced
by Friends.
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3. Did you search information for buying the car?
Percent
Valid Yes 93.0
No 7.0
Total 100.0
Interpretation: With respect to the question whether they searched information before
buying car 93% of the respondents replied that they searched the information before
buying the car and 7% did not search the information. According to the result of the
survey, it can be inferred that most potential buyers usually search the information to an
extent.
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4. Before purchase did you compare with other company brands?
Percent
Valid Yes 84.0
No 16.0
Total 100.0
Interpretation: For the question whether they compared with other car brands that they
were aware of, 84% of the respondents replied that they compared the car brands that they
were aware of and 16% of them did not compare the car brands. This shows that maximum
number of customer compare the car which they are going to buy with different car brands
that they know.
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5. When you bought the car was it your own decision or collective decision?
Percent
Valid Own Decision 33.0
Family Decision 54.0
Friends 13.0
Total 100.0
Interpretation: The objective of this question was to find out whether the purchase
decision was the Respondents own individual decision or a collective decision. As we can
see in the above diagram that the majority of the respondents i.e. 54% respondents were
influenced by the family decision,33% by own decision, 13% friends decision.
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6. a) Which attributes did you consider while purchasing a car?
Percent
Valid yes 73.0
no 27.0
Total 100.0
Interpretation: For the question whether they considered the brand name attribute while
purchasing the car, 73% of the respondents considered the brand name attribute, where as
27% of them did not consider the brand name attribute while purchasing a car. This shows
that most of the potential customers consider the brand name while purchasing the car.
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6. b) Which attributes did you consider while purchasing a car?
Percent
Valid yes 59.0
no 41.0
Total 100.0
Interpretation: With respect to the features attribute considered while buying a car 59% of
the respondents considered the features attribute and 41% of them did not consider it.
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6. c) Which attributes did you consider while purchasing a car?
Price-attribute considered
Percent
Valid yes 50.0
no 50.0
Total 100.0
Interpretation: With respect to the price attribute considered while buying the car 50% of
the respondents considered the price attribute while purchasing the car and 50% of them
did not consider.
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6. d) Which attributes did you consider while purchasing a car?
Quality-attribute considered
Percent
Valid yes 51.0
no 49.0
Total 100.0
Interpretation: With respect to the quality attribute considered while buying the car 51%
of the respondents considered the quality attribute while 49% of them did not considered
it.
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6. e) Which attributes did you consider while purchasing a car?
Look-attribute considered
Percent
Valid yes 31.0
no 69.0
Total 100.0
Interpretation: With respect to the look attribute considered while buying the car, 69% of
the respondents did not considered the look attribute while 31% of them consider the look
attribute.
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6. f) Which attributes did you consider while purchasing a car?
Mileage-attribute considered
Percent
Valid yes 65.0
no 35.0
Total 100.0
Interpretation: With respect to the mileage attribute considered while purchasing a car
65% of the respondents considered the mileage attribute while 35 % of them did not
consider while buying the car. This shows that mileage factor plays an important role in
brand choice.
57
6. g) Which attributes did you consider while purchasing a car?
Others-attribute considered
Percent
Valid yes 21.0
no 79.0
Total 100.0
Interpretation: With respect to any other attributes considered while purchasing a car,
21% of the respondents considered other attribute while 79% of them did not consider
other attribute.
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7. How important is the brand name while purchasing the car?
Percent
Valid Highly Important 21.0
Important 61.0
Neither Important nor unimportant
18.0
Total 100.0
Interpretation: With respect to the question how important is the brand name while
purchasing the car 21% said brand name is highly important while purchasing the car, 61%
said it is important and 18% of them said it is neither important nor unimportant and none
of them said it unimportant or highly unimportant.
59
8) No. of Brands Considered while purchasing car?
Percent
Valid Only 1 15.0
2 Brands 37.0
3 Brands 36.0
4 Brands 9.0
5 Brands 3.0
Total 100.0
Interpretation: For the question the No. of brands considered while purchasing the car
15% of the respondents considered only 1 brand, 37%considered 2 brands,36% considered
3 brands, 9% of them considered 4 brands and 3% of them considered 5 brands.
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9) Is well known branded car always better in quality than less known brand?
Percent
Valid Always 47.0
Sometimes 36.0
Most Frequently
7.0
Not necessarily 10.0
Total 100.0
Interpretation: It is a very important question regarding the quality perception of
consumers between well known branded cars and lesser known branded car. In my view
this question is very close to Brand name impact on consumer decision making. 47% of
the respondents said that well known branded car is always better in quality than a less
known brand, 36% said sometimes, 7% said most frequently and 10% of them said not
necessarily that well known branded car is always better in quality than less known brand.
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10) Do you think a well known branded car is a status symbol?
Percent
Valid Yes,I agree 51.0
No,I dont agree 6.0
Not necessarily 22.0
I agree,but not always
21.0
Total 100.0
Interpretation: For the question whether they think that a well known branded car is a
status symbol ,51% of the respondents agreed that branded car is status symbol, 6% of
them did not agree,22% said not necessarily and 21% said they agreed but not always.
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11) Rank the following features for your car?
The objective of the question was to find out to what extent the brand
Name is more important than the desired attributes of the product.
Price of car brands
Percent
Valid rank 1 14.0
rank 2 14.0
rank 3 29.0
rank 4 18.0
rank 5 25.0
Total 100.0
Interpretation: While ranking the attributes ,14% of the respondents ranked price as No.1
factor ,14% ranked price as No.2, 29% ranked No.3, 18% of them ranked price as No.4
and 25 % of the respondents ranked price as No.5.
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a. Brand name of ca r
Percent
Valid rank 1 46.0
rank 2 23.0
rank 3 15.0
rank 4 11.0
rank 5 5.0
Total 100.0
Interpretation: While ranking the attributes for their car, 46% of the respondents ranked
brand name as No.1,23% of them ranked brand name as No.2, 15% of them ranked brand
name as No.3,11% of them ranked brand name as No.4 and 5% of them ranked brand
name as No.5.
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b. Mileage of car
Percent
Valid rank 1 21.0
rank 2 17.0
rank 3 17.0
rank 4 34.0
rank 5 11.0
Total 100.0
Interpretation: While ranking the attributes for their ,21% of the respondents ranked
mileage as No.1 factor,17% ranked mileage as No.2,17% ranked mileage as rank3,34%
ranked mileage as No.4 and 11% ranked the mileage as No.5 factor.
65
C) Looks of car
Percent
Valid rank 1 11.0
rank 2 17.0
rank 3 10.0
rank 4 18.0
rank 5 44.0
Total 100.0
Interpretation: While ranking the attributes for their car,11% of the respondents ranked
looks of the car as No.1 factor, 17% of the them ranked No.2, 10% of them ranked looks
of the car as No.3,18% of the ranked looks of the as No.4 and 44% of them ranked looks
of the car as No.5 factor.
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d) Quality of car
Percent
Valid rank 1 16.0
rank 2 25.0
rank 3 30.0
rank 4 21.0
rank 5 8.0
Total 100.0
Interpretation: While ranking the attributes for their car, 16% of the respondents ranked
quality the car as No.1 factors. 25% of them ranked No.2. 30% of them ranked quality as
No.3. 21% of them ranked Quality as No.4 and 8% of them ranked quality of the car as
No.5.
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CONCLUSION
Based on the data analysis, I have concluded that when consumer purchases a car, brand
names influence his Choice. Customers choose the well known branded car among other
brands which are new or not so known.
The study shows that branded cars have a great place in consumer mind, when customers
go for purchasing a car, they prefer to purchase a well known branded car. Customers do
not want to try new or unknown branded cars because they have no much information
about the lesser known brand. Usually, people purchase well known branded cars because
they might have heard before about brands or they have some information about them
from other sources.
When consumer purchases a car, the brand name, features, price, quality, looks, mileage
and other factors like colour and space all this attributes influence him to buy a car.
This makes customer feel more comfortable about the well branded cars at the time of
decision making, as they are not so confident about the knowledge they have gathered
about the other brands.
This study also explains that customers trust the branded cars quality. While purchasing a
car people are not interested in the less known brand car, as people are very attached to
some specific brands. Some people are loyal to specific brands, over time they want to
purchase the same branded car because the specific brand has satisfied the customer’s
needs and in turn has gained the trust in the brand name. Brand name has a power, which
attracts the customers towards branded products. The reason is that customer develop
68
interest and special connection with specific brands product and become the loyal with
brand.
Consumers are aware of Honda Car brands and consider it as luxury. Honda dealers should
create more awareness of its economy and medium size segment which are very less in
Karnal city.
This project titled has been a knowledge gaining experience for me. By interacting with
the respondents and making visits to the customers, I have been able to understand that
understanding customers is an art and it takes a very strong brand image for a company to
retain itself in the market.
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Suggestions
1. As today’s customer are more aware about the different brands available in the
market so before purchasing they go for a search so it is necessary that sales
executives are trained well about the brands so that it is easy for them to convince
the customers.
2. Customers believe well branded cars are better in quality and service so the dealers
should keep in touch with the customers regularly and update them about the
service and offers, so that they become loyal customers and brand loyal.
3. Awareness of Honda cars is good in luxury segment and not in economy and
medium size segment so Honda dealers should create more awareness of its
economy and medium size segment which are very less in Karnal city.
4. Javali Automobiles should create brand awareness through mass media because
through mass media company can reach maximum no. of potential customers.
Through this company can reach the families because family plays important role
in decision making. The following media can be used TV channels, local channels
and news papers.
5. Also the dealer should place attractive hoardings of the Honda brands at strategic
locations in Karnal city
6. Honda and its dealers have to consider not only the market performance of its cars
but also of its competitor’s cars and at the same time keep the track of the changing
attitude of customer in changed situations. A good strategy differentiates company
brand to other competitor’s brands.
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Limitations:
Following are the limitations of the study that I came across:
1. The survey was restricted to only Karnal only.
2. The period for the research was not enough to conduct the study in depth.
3. The sample size was limited to only 100 customers.
4. Because of the busy schedule respondents may not have answered properly which may
not hold true in such cases they should have got lot of time to answer.
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BIBLIOGRAPHY
BOOKS
Ashwathapa K, -‘ Human Resource and Personal Management, ‘Tata Mc Graw
Hill ,5th
Rao VSP, “ Human Resource Management” ,Text and cases (Excel Books ,2nd
Ed.),
Ivansevich, “Human Resource Management” ,Tata Mc Graw Hill, 10th Ed
Kothari C.R, ‘Research Methodology methods & Technique’ ,New Age
International Publisher ,2nd Edition ,2004
Beri G.C Marketting Research Tata Mc Graw Hill ,4th Edition
Cooper and Schindler –Business Research methods Tata Mc Graw Hill,9th Edition
Beri G.C., Consumer Behaviour, Tata Mc Graw Hill , 5th Edition
NEWS PAPERS:
Hindustan times
Times of India
Economic Times
WEBSITES
www.radicokhaitan.com
www.google.com
www.msn.com
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www.hypofessor.com
www.mangalorebreweries.com
www.vinbros.com
http://www.hondacarindia.com/
http://en.wikipedia.org/wiki/honda
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Annexure:
Questionnaire
Dear Sir/ Madam,
I am pleased to introduce myself as a MBA student of. I assure you that
the valuable information provided by you will be of great help to me and will
be used for academic purpose only.
(Tick the appropriate one )
1. Which car do you have/would like to have?
Honda: 1) Jazz 2) City 3) Civic 4) Accord 5) CR-V
2. What influenced you to buy a branded car?
Necessity Status Ads Family Friends Others
3. Did you search information for buying the car? 1) Yes 2) No
4. Before purchase did you compare with other company brands?
1) Yes 2) No
5. When you bought the car? was it your own decision or collective decision?
1) Own decision 2) Family decision 3) Friends 4) Others
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6. Which attributes did you consider while purchasing a car?
Brand name Features Price
Quality look mileage others
7. How important is the brand name while purchasing a car?
1) Highly Important 2) Important 3) Neither Important/nor unimportant
4) Unimportant 5) Highly Unimportant
8. How many car brands did you consider while purchasing a car?
1) Only 1 brand 2) 2 brands 3) 3 brands 4) 4 brands 5) 5brands
9. Do you think that a well known branded car is always better in quality than
a less known brand?
1) Always 2) Sometimes 3) Most frequently 4) Not necessarily
10. Do you think a well known branded car is a status symbol?
1) Yes, I agree 2) No, I don’t agree 3) Not necessarily
4) I agree, but not always
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11. Rank the following features for your car brands (From 1 to 5,with 1 being the highest and 5
being the least)
Honda Price Brand name Mileage look Quality
a) Jazz
b) City
c) Civic
d) Accord
e) CR-V
12. Any suggestions: ______________________________________________________
_________________________________________________________________________
_______________________________________________________________________
Thank you for your valuable Time
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