Final Project Mehul Jogadiya

CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.
TRAINING & PROJECT REPORT ON OPERATION OF CONSUMER BUYING BEHAVIOUR H0NDA SIEL CARS INDIA LTD. AT LANDMARK HONDA
A PROJECT REPORT SBUMITTED IN PARTIAL FULFILLMENT OF THE REQEIRMENT OF
BACHELER OF BUSINESS ADMINISTRATION

To BHAVNAGAR UNIVERSITY,BHAVNAGAR
Jogadiya Mehul M.
By
SWAMI SAHAJANAND COLLEGE OF COMMERCE AND MANAGEMENT

BEHIND UNIVERSITY KARYALAY,ISCON MEGACITY BHAVNAGAR. BATCH-2008-11
LANDMARK AUTOMOBILE PVT.LTD. 1
CANDIDATES STATEMENT
I undersigned JOGADIYA MEHUL M. The student of T.Y.B.B.A. Here by declare that the project work presented in this report is my own work and has carried it out under the guidance of Mrs.PREETI UPADHYAY of SWAMI SAHJANAND COLLAGE OF COMMERCE AND MANAGEMENT, BHAVNAGAR .
DATE: -
SIGNATURE
PLACE: - BHAVNAGAR
( JOGADIYA MEHUL M.)
PREFACE
Experience is the best teacher. This provide play a guiding role in including industrial visit as a part of the curriculum of the BBA programmer at Bhavnagar University. This visit is and a consequent report on in has allowed the student to get exposure to real business environment.
Only theory knowledge doesnt impart complete education, practical exposure must accompany theoretical knowledge to add meaning to education.
To fulfill their objective industrial visit has been integral part of BBA programmer. Such practical training develops awareness in the management as challenges of the business world.
We were taken to Landmark Honda as I have trial my level best to present a project report based on the visit.
ACKNOWLEDGEMENT
The successful completion of this project would not have been possible without co-operation and support of my teacher, friends and above all my college.
I forward my gratitude to respected director and also extend my thanks to my co-ordinater Mrs.Pooja Mehta & project guide report. Mrs.Preeti Upadhyay for important of value guidance and co-operate day in the visit and in the making of this
I am also thankful to the personnel of Landmark Honda for giving us their valuable time my special acknowledgement to them who inform as above very detail of the organization and for a company throughout unit.
Last but not the least I am thankful to Bhavnagar University for introducing industrial visit as an internal part in BBA programme without we should have no experience of real business.
Name :- Jogadiya Mehul M. Class :- T.Y.B.B.A Div :C
Roll no :- 207
CONTENT
SR.NO. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12.
PARTICULARS Introduction of Car Industries General Information About Hondas Product Background of Topic Research Methodology Data Analysis & Interpretation Overall Findings Conclusion Limitations Suggestion Bibliography Annexure/Questionnair e
PAGE NO. 7 11 24 31 42 47 67 68 69 70 71 72
INTRODUCTION TO THE INDIAN CAR INDUSTRY
MNCs need
to carefully plan their entry into emerging markets. Early
commitments to a market often result in first mover advantages that are difficult to replicate. On the other hand, later entrants have the opportunity to learn from the mistakes of the first entrant. The Indian car market offers useful lessons in this context. In Indian Government removed several restrictions in a bid to attract foreign investors into the automobile industry. Among the first to enter was Daewoo of South Korea, with its model Cielo, targeted at the upper end of the market. Other MNCs such as Ford and General Motors also entered the Indian market, followed by Hyundai, Honda, Toyota and Volkswagen. In this case, we shall examine the strategies of some of the major players in the Rs. 18,500/crore Indian car market and how successful they have been till date. The case is relevant to the issues being covered in this book as the Indian car industry is completely dominated by MNCs*, barring the lone exception, Telco.
After the new industrial revolution considerable changes have taken place in the transportation sector, in 11 years. The Indian Car Market has undergone phenomenal changes from the sellers market to the buyers market. The market is flooded with mid-sized cars of different segments like:-
Today we see the unusual spectacle of too many cars chasing too few Indians. Today, one can observe that as compared to a few years back, in todays automobile market, a principal company offers a wide rang of models of different segment and their variants.
Like Indias new-car industry, the used- car segment is booming, while at the same time reflecting changing Indian lifestyles and outlooks. Unofficial estimates gauge the unregulated used- car industry as worth US$ 3.28 billion. Organized used car business is estimated at a more $656 million, LANDMARK AUTOMOBILE PVT.LTD. 8
though no concrete studies have been conducted. But this might change, as auto majors are now starting to open their own used-car shops, altering the haphazard way this business was earlier conducted. They offer quality checks, evaluation, warranties, after-sales service and rock- bottom loan options. Analysts had expected that the tendency of car owners in developed markets to replace their cars once in three of four years would catch on in India by 2010-12. But the trend already seems to have arrived. Earlier we had people owing the same car for 20-30 years, says Rana Sethi, partner of used-cars dealer Popular Car Bazaar in suburban Mumbai. : Now we have customers changing cars every four months.
Refusing to be denied a slice of Indias growing car- sales cake, leading automatic makers have now entered the used-car mela (boisterous festival). Sporting a separate brand name, manufacturers use their new-car networks to sell used vehicle as well. Skoda has its Signature series, Ford India wants to expand is used-car dealership called Ford Assured Maruti Udyog launched True Value and Honda has Siels Auto Terrace.
Meanwhile, even as used car sales soar, signs indicate that Indias new-car market might be leveling out. After witnessing a growth-rate high of 30% in April, sales barely touched a 10% improvement in year-on-year figures for May. According to figures from the Society of Indian Automobile manufacturers (SIAM), the apex body of 34 auto and auto-engine makers in India, 60,618 new cars were sold in May, compared with 55,165 units in the same month in 2003. But the dip id being put down to political uncertainty and a stock market dive after Mays elections in which a Congress Party-led government came into power.
SIAM has also controversially proposed that the government scrap about 70 million old vehicles, including 15-years-old cars and 10-years-old commercial vehicles. Purportedly on anti-pollution, safety and health grounds,
the move could fetch the central government $984.6 million in taxes. Automakers as well could obviously enjoy bigger benefits from enforced car buying, particularly used-car dealers.
Expectedly, commercial-vehicle owners who own these ancient vehicles are fuming. The All India Motor Transport Congress says SIAM simply wants to sell more cars, and believes that Indias economy is not ripe enough to scrap 15-years-old vehicles. They threaten to launch an agitation campaign if the government implements the proposal.
If you think deeply enough, ordinary Indian middle-class people are better off not owing a car just to show off that we too own a car, Nair says with wisdom from hindsight, Unless the employers pay a good travel allowance for fuel.
A Segment Maruti 800 Maruti OMNI
B Segment Maruti ZEN/Estil o Hyundai Santro Maruti Wagon-R Fiat Uno
C Segment Honda City
Upper C Segment Honda Civic
D Segmen t Honda Accord Toyota Camry Ford Mondeo Opel Vectra Hyundai Sonata Embera
SUV Segment Honda CR V Hyundai Terracan Hyundai Tuscon Mitsubishi Prado/Pajar o Grand Vitara Ford Endeavor Toyota Land Crusier Mercedes M class
MUV Segmen t Mahindr a Scorpio Mahindr a Bolero Toyota Qualish Toyota Innova Maruti Gypsy GM Tavera Ford Tempo Trax Fordtem po Traveler
Hyundai Accent/Vern a Chevrolette Optra/Aveo Maruti Varsa
Hyundai Elantra Hyundai Tucson Toyota Corolla Skoda Octavia
TATA Indica Gets Maruti Alto Maruti Swift
Maruti Esteem Ford Fiesta Maruti Baleno Ford Escort
GM Opel Corsa Mercedeze Benz
TATA Sumo TATA Safari
GENERAL INFORMATION
Sr. No. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10.
Particulars Introduction History Of Honda Siel Cars India Ltd. (HSCI) Founders Hondas Global Vision Project At A Glance B.O.D. & Corporate Auditors Size And Form Of Organization Plant Location & Plant Layout Organization Chart Dealership Network
Page No. 12 14 15 15 16 18 19 19 20 21
INTRODUCTION TO HONDA SIEL CARS 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 total investment made by the company in India till date is over Rs. 800 crores. . While the company sold its first 50,000 units in nearly five years, it is today geared to sell more than 50,000 units in a single year. 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. Thereafter, HSCI launched its high-end models the Accord and the SUV, CRV. The City ZX, JAZZ, introduced in its new avatar in 2003, replicated the success of the earlier car. The Honda Civic, launched in India in July 2006, too has matched the success of other Honda models and has proved an instant hit with Indian customers.
The green-field project, spread over 150 acres, is located at Greater Noida in Uttar Pradesh. The initial installed capacity of the plan was 30,000 cars per annum, on two-shift basis. This is under expansion to 50,000 cars per annum in this financial year, with a cumulative investment of over Rs. 800 crore. currently, the plan is being run on two shifts.
The Company has plant to future raise the capacity to almost 100,000 cars per annum by the year 2011.
Companys product include the 8 th Generation Honda ACCORD, launched in Auguest,2003 and new Honda CITY, launched in October, 2003 The company is also engaged in selling its CR-V and Civic model through the CBU (Complete Built Unit) importation programmed from Japan.
In addition to meeting the growing demands of its popular models City & Accord. The All New Civic , CR-V & JAZZ will be a true global car model, which will be offered to the Indian customers.
Cumulative sales till March 2006 are over 1,14,000 cars, which include about 2,800 unit of CR-V model. Gross sales turnover for the year 2005-06 was over Rs. 2,600 crores and the net profit was Rs. 132 crores. The Company has also exported CBU and components worth Rs. 11.6 crores during 2005-06.
HISTORT OF HONDA SIEL CARS INDIA LTD. (HSCI)
HSCI was established in December 1995, with Honda Motor Co., (Japan) and Siel Ltd. (India) being the key promoters. The company figures among the top players in the Indian premium and luxury car market.
HSCI started commercial production in December 1997 with its indigenous level at over 50 %, which has been raised progressively and is currently over 72%.
Honda Siel introduced the Honda City Car, an extremely successful engineering marvel, in India in December 1997. In August 2000, Honda Siel added to the line-up by introducing the Honda City VTEC.
The internationally successful Honda Accord was launched in July 2001. The company introduced its latest version, the all- new Seventh Generation Honda Accord, in July 2003.
FOUNDERS: -
The history of the Honda Motor Company began with the vision of man Soichiro Honda. His dream was personal mobility for everyone. Soichiro Honda founded the Honda Motor Company in 1948. In the same year, he designed and engineered the first product of this company a 50 cc motorized bike on a bicycle frame in his small shed at Hamamatsu. Today, as we celebrate our 50th Anniversary, Honda is a global company with a global viewpoint and a five-region global strategy this is reflected in a solid commitment to local markets and economies.
HONDAS GLOBAL VISION: -
Soichiros vision was international in character. His desire was to lead the world in technology, and make a significant contribution to the creation of a better society. As a result, most of the products that Honda developed started out by making a difference. Whether it was the CVCC engine in the sixties or the solar powered car of the nineties, they all sought to challenge and overcome conventional wisdom.
PROJECT AT A GLANCE: Name Year of Establishment Promoter :Honda Siel Cars India Ltd. :1997. :Soichiro Honda.
Slogan of the Company : The Power Of Dreams. LANDMARK AUTOMOBILE PVT.LTD. 16
Registered Office
:Plot A1, Sector 40/41, Surajpur Kasna Road, Greater Gautam Baddha Nagar, Uttar Pradesh 20307. Ph. 011-561321-327.
Office Address
:2nd floor, Kamal Theater Complex, Safdarjun Enclave, New Delhi 110 029 Ph. 011-6170533, 6182493, 6183901 Fax : 011-6183884.
Plant Address
: A-1, Sector 40/41 (Kasna), Greater Noida Industrial Area, Kasna Surajpur Road, Uttar Pradesh. Ph. 011-8561262, 8561263. Fax : 011-8561261.
Form of Organization Companys Principle
: Multinational Company. : Maintaining a global viewpoint, they are dedicated to supplying products of the highest quality yet at a reasonable price for worldwide customer satisfaction.
Collaboration
: Honda Motors Company, Japan and SIEL Group, India.
Products Competitors
: City ZX , Civic, Accord, CR V, JAZZ : Daimler Chryler India, Fiat India, Ford India,
Skoda Mercedes Benz General Motors, Hindustan Motors, Hyundai Motor India, Maruti Udyog, TATA Engineering.
Website of the Company : WWW.HONDACARINDIA.COM
BOARD OF DIRECTORS & CORPORATE AUDITORS : -
President & CEO
: Mr. Masahiro Takadegawa
Representative Director
: Mr.Takeo Fukui
Executive Vice President & Representative Director
: Mr.Satoshi Aoki.
Senior Managing and Director
: Mr. Minoru Harada with Representative panel of seven more directors.
Managing Directors
: Mr.,Tatsuhiro Oyama.
Director
: Mr. Satoru Kishi,
Director and Advisor
: Mr.Hiroyuki Yoshino
SIZE AND FORM OF ORGANISATION: -
Honda Siel Cars India Ltd. A joint venture, of Honda Motor Company. Japan and SIEL Industries Ltd., India is a giant scale industry having an investment of about 800 Crores.
As Honda is having collaboration with mote than 80 companies of different count rues are formed under the Multinational Co. having numerous branches or collaboration in other countries of the world.
PLANT LOCATION & PLANT LAYOUT:-
The factory has been set up on a Greenfield site of 150 acres in Greater Noida Industrial Area in the State of Uttar Pradesh.
In keeping with HMCIs policy, HMCL has replicated the plant layouts, procedures and systems that characterize Hondas operations throughout Asia. These systems and procedures are tried and tested in other similar markets for plants of similar capacities.
ORGANIZATION CHART
President & CEO
Representative Director
Executive Vice President & Representative Director Senior Managing and Representative Director
Managing Directors
Director
Director and Advisor
Corporate Auditors
Operating Officer
Dealership Network :LANDMARK AUTOMOBILE PVT.LTD. 21
SR NO.
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24
CITY
AHMEDABAD GOA VIJAYWADA AGRA MUMBAI GHAZIABAD VISHAKAPATNAM MADURAI BHUBANESWAR TRIVANDRUM COACHIN BHOPAL KANPUR KARNAL MOINAGAR COIMBATORE JALANDHAR CHANDIGARH PATIALA LUDHIANA PUNE AMRITSAR RAJKOT AURANGABAD
DEALERS
LANDMARK HONDA COASTAL HONDA SUNDARAM HONDA HERITAGE HONDA ARYA HONDA PRIME HONDA SUNDRAM HONDA SUNDRAM HONDA HIGHWAY HONDA PENINSULAR HONDA PENINSULAR HONDA ABHIKARAN HONDA PUSHP HONDA PRESTIGE HONDA RING ROAD HONDA SUNDARAM HONDA PRESTIGE HONDA PRESTIGE HONDA PRESTIGE HONDA PRESTIGE HONDA DECCAN HONDA PRESTIGE HONDA LANDMARK HONDA DECCAN HONDA
25. 26. 27. 28. 29. 30. 31. 32. 33. 34. 35. 36. 37. 38. 39. 40. 41. 42. 43. 44.
CALICUT MANGALORE BANGALORE RAIPUR SECUNDERABAD MUMBAI JAIPUR MUMBAI NASHIK INDORE DELHI NAGPUR DELHI BANGALORE KOLKATA LUCKNOW GURGAON CHENNAI SURAT VADODARA
PENINSULAR HONDA PENINSULAR HONDA DAKSHIN HONDA SHUBH HONDA SUNDARAM HONDA ICHIBAAN HONDA PINKCITY HONDA LINKWAY HONDA RISHABH HONDA ABHIKARAN HONDA SOUTHEND HONDA BHAVYA HONDA RING ROAD HONDA WHITEFIELD HONDA WINDSOR HONDA FORTUNE HONDA RING ROAD HONDA SUNDARAM HONDA BHAVYA HONDA KAMDHENU HONDA.
PHOTOGRAF OF DEALERSHIP
LANDMARK HONDA AHEMDABAD
ABOUT HONDAS PRODUCT

Introduction: Honda Siel Cars India Limited is proud of its commitment to offer the very best of Honda to the Indian customer.
The company has revamped its complete product offering in the year 2003, with new versions for two of its cars, and launch of a new product, the Honda Civic & CR -V. The old Accord and City cars have been replaced with new generation cars the Seventh Generation Accord and the All New Honda city. The company has also pioneered a new segment in the Indian automobile industry with the launch of Honda Civic & CR-V in 2006, which offers its customers a distinctive combination of the comfort of a Sedan and the thrills of an SUV. All three Honda products have well accepted and highly appreciated in the market.
The Honda product family boasts of four names City ZX, Accord, Civic , CR-V AND JAZZ each of which stands out in the market and in the roads, as yet another example of Honda excellence:
Honda City :OUTPERFORM
Intelligent Dual and Sequential Ignition (i-DSI) engine. High Performance, High Fuel economy & low toxic emissions. Twin Spark Plug system. World Leading friction reduction technology.
Colors:
Tafeta White, Alabaster Silver, Nighthawk Black, Galaxy Grey, New warm Silver, Royal red.
Price :
City 1.5 V AT City 1.5 E MT City 1.5 S MT City 1.5 V MT City 1.5 V MT Exclusive City 1.5 V AT Exclusive : Rs. 1,007,700 : Rs. 841,100 : Rs. 888,100 : Rs. 934,100 : Rs. 980,100 : Rs. 1,053,700
Honda CIVIC :LANDMARK AUTOMOBILE PVT.LTD. 26
Pure Exhilaration
Engine Type : i-VTEC, 1.8L. 5- Speed AT with Paddle Shift, Grade Logic control & Shift Lock. Synchromesh 5 Forward, 1 Reverse.
Colors :
Habanero Red, Galaxy Grey, Bluish Silver, Tafeta White, Alabaster Silver, Nighthawk Black.
Price :
Civic 1.8S MT Civic 1.8V MT Civic 1.8V AT : Rs. 1,247,800 : Rs. 1,336,800 : Rs. 1,412,500
Honda Accord: -
The Unbeatable Accord
Unrivalled 3000 cc engine. Ultimate in power & aggression, perfection. 5 speed Automatic Transmission. Extra ordinary comfortable seating.
Colors :
Galaxy Gray, Nightawk Black, Signet White, Desert Mist, Tafeta White.
Price :
Accord 2.4 M/T Accord 2.4 A/T : Rs. 1,871,600 : Rs. 1,946,600
Honda CR-V :Live Up
Intelligent 2.4, i-VTEC engine. 5 Speed Manual or Automatic Transmission. Refined suspension.
Colors : Premium White Pearl

Night Hawk Black, Whistler Silver Metallic, Green Tea Metallic, New Red Pearl.
Price :
2WD MT 4WD MT 4WD AT : Rs. 2,231,200 : Rs. 2,379,200 : Rs. 2,456,200
Honda jazz:-
The Honda i-VTEC engine (Intelligent Variable Valve Timing and Electronic Lift Control) in the Honda Jazz is designed to give you just the right mix of power and fuel efficiency. Add to that the Drive by Wire system and you have a combination that responds at the touch of the throttle. With Honda, as always, power meets responsibility. The Jazz is E10 compatible and it also meets Euro IV emission levels to make sure that all it spreads is happiness all around.
Colour:deep sappir blue,sherbet blue,rallye red,alabaster silver,tafeta white,cristal black pearl.
Price:Jazz Jazz Select Edition Jazz X : Rs. 738,500 : Rs. 748,500 : Rs. 780,646 (including standard kit)
PRICING POLICY:Pricing Policy is the standing answer of the firm to requiring problem of pricing. It provides guidelines to marketing manager to solve appropriate pricing decision. If competition is mainly on price bases then each marketer generally prices their product at the same time level their competition.
Honda Siel Cars India Ltd. Itself sets the prices of cars and the margin of dealers commission is added in the company price list.
BACKGROUND OF TOPIC
SR. NO. 1. 2. 3. 4. 5. 6.
PARTICULARS Study of Consumer Buying Behaviour Factors affecting Consumer Buying Behaviour Marketing Past And Present Market Competitiveness Emerging Tools Of Marketing Used By Honda Marketing Research
Page No 32 34 38 38 40 41
STUDY OF CONSUMER BAYING BEHAVIOUR Introduction

The study of consumers helps firms and organizations improve their marketing strategies by understanding issues such as how
The psychology of how consumers think, feel, reason, and select between different alternatives (e.g., brands, products, and retailers); The psychology of how the consumer is influenced by his or her environment (e.g., culture, family, signs, media);
The behavior of consumers while shopping or making other marketing decisions;
Limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome;
How consumer motivation and decision strategies differ between products that differ in their level of importance or interest that they entail for the consumer; and
How marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer.
One "official" definition of consumer behavior is "The study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society." Although it is not necessary to memorize this definition, it brings up some useful points:
Behavior occurs either for the individual, or in the context of a group (e.g., friends influence what kinds of clothes a person wears) or an organization (people on the job make decisions as to which products the firm should use).
Consumer behavior involves the use and disposal of products as well as the study of how they are purchased. Product use is often of great interest to the marketer, because this may influence how a product is best positioned or how we can encourage increased consumption. Since many environmental problems result from product disposal (e.g., motor oil being sent into sewage systems to save the recycling fee, or garbage piling up at landfills) this is also an area of interest.
Consumer behavior involves services and ideas as well as tangible products. The impact of consumer behavior on society is also of relevance. For example, aggressive marketing of high fat foods, or aggressive marketing of easy credit, may have serious repercussions for the national health and economy.
There are four main applications of consumer behavior:
The most obvious is for marketing strategyi.e., for making better marketing campaigns. For example, by understanding that consumers are more receptive to food advertising when they are hungry, we learn to schedule snack advertisements late in the afternoon. By understanding that new products are usually initially adopted by a few consumers and only spread later, and then only gradually, to the rest of the population, we learn that (1) companies that introduce new products must be well financed so that they can stay afloat until their products become a commercial success and (2) it is important to please initial customers, since they will in turn influence many subsequent customers brand choices.
A second application is public policy. In the 1980s, Accutane, a near miracle cure for acne, was introduced. Unfortunately, Accutane resulted in severe birth defects if taken by pregnant women. Although physicians were instructed to warn their female patients of this, a number still became pregnant while taking the drug. To get consumers attention, the Federal Drug Administration (FDA) took the step of requiring that very graphic pictures of deformed babies be shown on the medicine containers.
Social marketing involves getting ideas across to consumers rather than selling something. Marty Fishbein, a marketing professor, went on sabbatical to work for the Centers for Disease Control trying to reduce the incidence of transmission of diseases through illegal drug use. The best solution, obviously, would be if we could get illegal drug users to stop. This, however, was deemed to be infeasible.
FACTOR AFFECTING CONSUMER BYING BEHAVIOUR

Consumer behavior refers to the selection, purchase and consumption of goods and services for the satisfaction of their wants. There are different processes involved in the consumer behavior. Initially the consumer tries to find what commodities he would like to consume, then he selects only those commodities that promise greater utility. After selecting the commodities, the consumer makes an estimate of the available money which he can spend. Lastly, the consumer analyzes the prevailing prices of commodities and takes the decision about the commodities he should consume. Meanwhile, there are various other factors influencing the purchases of consumer such as social, cultural, personal and psychological. The explanation of these factors is given below. 1. Cultural Factors Consumer behavior is deeply influenced by cultural factors such as: buyer culture, subculture, and social class. Culture Basically, culture is the part of every society and is the important cause of person wants and behavior. The influence of culture on buying behavior varies from country to country therefore marketers have to be very careful in analyzing the culture of different groups, regions or even countries. Subculture
Each culture contains different subcultures such as religions, nationalities, geographic regions, racial groups etc. Marketers can use these groups by segmenting the market into various small portions. For example marketers can design products according to the needs of a particular geographic group. Social Class Every society possesses some form of social class which is important to the marketers because the buying behavior of people in a given social class is similar. In this way marketing activities could be tailored according to different social classes. Here we should note that social class is not only determined by income but there are various other factors as well such as: wealth, education, occupation etc. 2. Social Factors Social factors also impact the buying behavior of consumers. The important social factors are: reference groups, family, role and status. Reference Groups Reference groups have potential in forming a person attitude or behavior. The impact of reference groups varies across products and brands. For example if the product is visible such as dress, shoes, car etc then the influence of reference groups will be high. Reference groups also include opinion leader (a person who influences other because of his special skill, knowledge or other characteristics). Family Buyer behavior is strongly influenced by the member of a family. Therefore marketers are trying to find the roles and influence of the husband, wife and children. If the buying decision of a particular product is influenced by wife then the marketers will try to target the women in their advertisement. Here we should note that buying roles change with change in consumer lifestyles. Roles and Status
Each person possesses different roles and status in the society depending upon the groups, clubs, family, organization etc. to which he belongs. For example a woman is working in an organization as finance manager. Now she is playing two roles, one of finance manager and other of mother. Therefore her buying decisions will be influenced by her role and status. 3. Personal Factors Personal factors can also affect the consumer behavior. Some of the important personal factors that influence the buying behavior are: lifestyle, economic situation, occupation, age, personality and self concept. Age Age and life-cycle have potential impact on the consumer buying behavior. It is obvious that the consumers change the purchase of goods and services with the passage of time. Family life-cycle consists of different stages such young singles, married couples, unmarried couples etc which help marketers to develop appropriate products for each stage. Occupation The occupation of a person has significant impact on his buying behavior. For example a marketing manager of an organization will try to purchase business suits, whereas a low level worker in the same organization will purchase rugged work clothes. Economic Situation Consumer economic situation has great influence on his buying behavior. If the income and savings of a customer is high then he will purchase more expensive products. On the other hand, a person with low income and savings will purchase inexpensive products. Lifestyle
Lifestyle of customers is another import factor affecting the consumer buying behavior. Lifestyle refers to the way a person lives in a society and is expressed by the things in his/her surroundings. It is determined by customer interests, opinions, activities etc and shapes his whole pattern of acting and interacting in the world. Personality Personality changes from person to person, time to time and place to place. Therefore it can greatly influence the buying behavior of customers. Actually, Personality is not what one wears; rather it is the totality of behavior of a man in different circumstances. It has different characteristics such as: dominance, aggressiveness, self-confidence etc which can be useful to determine the consumer behavior for particular product or service. 4. Psychological Factors There are four important psychological factors affecting the consumer buying behavior. These are: perception, motivation, learning, beliefs and attitudes. Motivation The level of motivation also affects the buying behavior of customers. Every person has different needs such as physiological needs, biological needs, social needs etc. The nature of the needs is that, some of them are most pressing while others are least pressing. Therefore a need becomes a motive when it is more pressing to direct the person to seek satisfaction. Perception Selecting, organizing and interpreting information in a way to produce a meaningful experience of the world is called perception. There are three different perceptual processes which are selective attention, selective distortion and selective retention. In case of selective attention, marketers try to attract the customer attention. Whereas, in case of selective distortion, customers try to interpret the information in a way that will support what the customers already believe. Similarly, in case of selective retention, marketers try to retain information that supports their beliefs. LANDMARK AUTOMOBILE PVT.LTD. 38
Beliefs and Attitudes Customer possesses specific belief and attitude towards various products. Since such beliefs and attitudes make up brand image and affect consumer buying behavior therefore marketers are interested in them. Marketers can change the beliefs and attitudes of customers by launching special campaigns in this regard.
MARKETING PAST AND PRESENT :-
Marketing may be defined as the process of exchange between seller and buyer. But it also involves various other activities such as planning, promotion, distribution, pricing, services, etc. in order to meet the wants and needs of both the parties in a transaction. Marketing does play an important in the development of Honda but the basic criteria of Honda is always to develop a product keeping in mind the wants and requirements of the consumers. Before entering the Indian market, Honda checked out the requirements of the Indian buyers and then launched their City model, which came out as The Best in its class. Today renewing their City model and Accord model Honda still Holds the grip over the Indian buyers and now they have launch new model Civic and CR-V in 2006.
MARKETING COMPETITIVENESS :Each and every business faces competition the automobile industry faces competition. Honda also faces competition from some of the other world class car manufacturers like:
1. Daimler Chryler India, 2. Fiat India, 3. Ford India, 4. Skoda 5. Mercedes Benz 6. General Motors, 7. Hindustan Motors, 8. Hyundai Motors India, 9. Maruti Udyog, 10. TATA Engineering.
The company has with held its position in this stiff competition also. The main reason behind quality of the product and the trust, which it has gained from the consumers.
Competitive Advantage :Honda products in the world are regarded as the most innovative and advanced in terms of technology. It has been a world leader in technology right from its inception. its v-tech engines and v-6 engines have become world famous.
Moreover, Honda renovates the car models from time to time, which keep them along with the changing demand of the customers. Recently they have changed their City and Accord model and both of them have become a grand success. They have introduce their new model All new CRV and Civic.
EMERGING TOOLS OF MARKETING USED BY THE HONDA
Marketing plays an important role in the success of any business. A company needs to follow the latest trend if they want to withstand the ever- growing competition.
HSCI uses various latest marketing tools. One of such tool is that of web facility. The company provides full information about any of its product on the Internet. They also have an online feedback form whereby the customers can view their ideas about the products and other queries to the company. Moreover other strategy, which Honda uses to stay with the generation, is by modifying their cars at a certain fixed point of time . This strategy gives them an edge over their competitors and also develops curiosity among the customers.
MARKETING RESEARCH :-
MARKETING RESEARCH is the systematic design, collection, analysis and reporting of data and finding a reveal to a specific marketing situation facing the company
The Marketing Research, of HONDA is carried very extensively. The research job is done from the specialist agencies for it. In this process, sample surveys though questionnaires are the most commonly used method. In the research the attributes that come above are: -
Effective Marketing Research involves the following steps :-
Define the problem & Research Objective
Develop The Research Plan
Collect Information
Analyze The Information
Present Findings
Research Methodology INDEX
SR. NO. 1. 2. 3.
PARTICULARS Introduction Research Objective Develop the Research
Page No 43 43 44
Plan -- Data Sources -- Research Approaches -- Research Instruments -- Sampling Plan -- Contact Methods. 44 45 45 45 46
Introduction: -
The Research Methodology is the method or path used in studying the problem. If indicates the path of research objective to findings.
Research Methodology or Research design is a method about how to go with the research what will be the Schedule of research etc. It answers the questions like what type of research should be done, what should be the sample size, what type of data should be collected, what would be the data collection tool, how the data will be interpreted and how findings will be implement etc.
Research Objective: LANDMARK AUTOMOBILE PVT.LTD. 44
Marketing research is the systematic design, collection, analysis and reporting of data and findings relevant to a specific marketing situation facing the company.
The first step calls for the marketing research to find the problem carefully and agree on research objective a problem well defined is solved. The main objective of my research work is to find out Consumer Awareness of Landmark Honda.
HSCI has selected the following as its objectives.
Removal of misunderstanding about the Product. Expansion of Market Collect favorable Public Opinions. To boost up the sales To Strengthen the brand image. To increase popularity of companys product To introduced a new product in market To develop corporate image. To Support and Stimulate dealers and salesmans selling efforts To position the brand in the target Market.
Develop the Research Plan : -
The Second Stage of marketing research calls for developing the most efficient plan for gathering the needs information. Designing a research plan calls for decisions on the followings.
Data Sources :The researcher can gather the data from primary or secondary source. The primary data are the original data which collected by the researcher only, and the sources for the primary data are consumers, dealers, salesman etc. The Secondary data are the readymade. Data collected by someone use in past. The sources for secondary data are the published survey, general library, media, internal reports etc.
For this research reports, I have chosen primary data source collected through customers of the Rajkot district.
Research Approaches :There are various approaches of research primary data can be collected in different ways like observation, focus group, Surveys, behavioral data, experiments etc. Out of this I had gone for survey. Survey is the best-suited method for descriptive research to learn about peoples knowledge, beliefs, preferences and satisfaction directly.
Research Instruments :-
The best instruments in collecting primary data for research are the questionnaires. Questionnaire consists of a set of questions presented to respondents for their answer. Various types of questions, proper sequence, flexibility, easy and interesting are the main ingredients of a good Questionnaire.
Sampling plan: After deciding on the research approach and research instrument, it is necessary to design sampling plan. This plan consist of 3 main decisions :
Sampling Unit: Sampling unit should be clefined in a research the target
population that will be sampled. Once the Sampling unit is determined, a sampling frame must be developed so that everyone in the target population has an equal chance of being Sampled In this regard, the sampling unit for this survey is all the customers who visit Landmark Honda. The Survey is done at the Landmark Honda only.
Sample Size :-
How many people should be surveyed? Large samples give more reliable result then small samples. However, it is not possible for each & every unit of population to get selected as a sample. samples of less than 1% at the population can often provide good reliability given a credible sampling procedure. So I had decided to take the sample size of 100 customers from ahemdabad and bhavnagar only.
Sampling procedure :How should the respondents to be chosen? I have selected customers of ahembad and bhavanagar .
Contact Method: Once the sampling plan has been determined, it must be decided how the subject should be contacted. There are mainly four method to contact the respondents; mail, telephone, personal or direct contact and online interviews. so for my research I had selected the direct/personal contact. As it is the most effective method, the interviewer can ask more questions and record additional observation about the respondent. This method is require more administrative planning and Supervision and also takes much time for survey but give more effective result also.
Data Analysis and Interpretation Q. 1 Gender :Result:Gender

Male Female
Respondent
64 36
Graphical Presentation:-
36
64 %
Male Female
Interpretation:The above chart shows the gender of the respondents, from the total sample size of 100, there are 64% male & 36% Female.
Q. 2 Age Group :Result:Age Group No. of Respondents
20 to 30 years 30 to 40 years 40 to 50 years 50 Above
12 42 30 16
50
Age Group
etation
40
Interpr
Respond ent
30 20 10 0 20 to 30 30 to 40 40 to 50 50 Above
:According the result, we see may that
to
most at the consumer who came to enquire about Honda are from age group of 30 to 40 years. Not only that, 30 consumers were from mid age group of 40 to 50 and 16 consumers were above 50 years which shows the cars characteristics. We can say that the Company is successful in targeting the right consumers.
Q.3 What is your Educational Qualification ?
Result:-
Education
Under Graduate
Respondents
23
Graduate Post Graduate &above Professional
29 17 31
35
Respondent Respondent
30
ter atio
Respond ent
25 20 15 10 5 0 Under Graduate Graduate Education Post Graduate &above Professional
In pret n:The
above chart shows the qualification of the respondents, from the total sample size of 100, most of the consumers are professional and minimum consumers are post graduate degree holder.
Q.4 What is your Occupation?
Result:-
SR. No. 1 2 3
Particulars Business Industrialist Profession
Respondents. 31 6 22
4 5 6
Service / job Student others
21 12 8
40
Responden t
30 20 10 0
28
Business IndustrialistProfession Service / Student job

occupation
others
Interpretation:-
The above chart shows the occupation of the respondents, from the total sample size 100, According to the research for consumer awareness most of the consumers are businessman and minimum consumers are industrialist.
Q.5 What is your approximate annual Income?
Result:Particulars Less than 3,00,000 3,00,000 -5,00,000 5,00,000 -10,00,000 10,00,000 Above LANDMARK AUTOMOBILE PVT.LTD. 52 Respondent s. 15 28 26 11
30
Respond ent
25 20 15 10 5 0 less than 3 3 to 5 lacs 5 to 10 lacs lacs 10 lacs Above

28
Income
Interpretation:Out of 100 customer, 80 customer are earning so out of 80 customer. 19 % are lower class level. 35 % lowers middle class people 32% middle class level 14% upper class level.
Q.6 Do you have a car?
Result:-
Particulars Yes No
Responden ts 74 36
Respondents.
36%
74%
Yes No
Interpretation:From above chart we may conclude that from 100 consumers selected for research , 74 % already having their own car, where as 36% not having any car currently.
Q.7
If yes, which car do you have?
Specify the product name
Result:Particulars Honda Tata Hyundai Ford Maruti Other Respondents. 15 20 12 4 15 10
25 20 15 10 28 5 0 Honda Tata Hyundai Ford Maruti other
Interpretation:-
Responden t
From the above data most of the consumers have Tatas Product and Maruti Product because of less prize.
Q.8 Are you aware about Hondas Product ?
Result:-
Answer Respondents
Yes 100
No 0
100 %
Interpretation:-
From the above chart all the consumers are aware about Honda company. LANDMARK AUTOMOBILE PVT.LTD. 56
Q.9 Which car you want to buy from Honda company ?
Result:Car
Honda city ZX Honda civic Honda Accord Honda CR-V Honda JAZZ
Respondents
40 26 16 10 8
Responden t
28
Car
Interpretation:-
The above chart Shows that most of the consumers want to buy a Honda City and minimum consumers want to buy a Honda JAZZ.
Q.10 From which Source do you come to know about Honda company ?
Result:-
Particulars Friends Advertisement Companys Executive
Respondents 58 26 16
Int
Responden t
60 50 40
erpretati
on:-
chart it is most of the know about company by and consumers
28
30 20 10 0 Friends Advertisement Companys Executive
From above clears that consumer Honda their friends minimum know about
Honda company by companys Executive.
Q.11
While purchasing a Honda car, which factor influence
yours decision Most?
Result:-
Particulars Price Product Brand Name Honda Services

80
Respondents 20 5 63 12
Graphical Presentation:40 20 0
60
Price
Product
Brand Name Honda
Services
Responden t
Interpretation:The above chart shows that majority of the consumers agreed with Brand name and minimum consumers agreed with the product.
Q.12 While purchasing Honda product, which factors do you want from following ? Result:-
28
Particulars Comfort Looks Price Mileage
Respondents 14 34 10 42
50 40
Respondents
30 20 10 0 Comfort Looks Price Mileage
Interpretation:The above chart shows that most of the consumers want a more Mileage in Product. And minimum consumers go for products price.
Q.13 Would you like to purchase a Honda product?
Result:-
Answer Respondents
Yes 63
No 37
37%
63 %
Yes No.
Interpretation:-
Because considering all the above factor, most of the consumers are sure to purchase a car. Where as rest of the consumers are not sure to purchase a car. This shows consumers awareness and determination in the mind of themselves by this way one may get maximum response from the consumers and turn their visit in a successful sales deal.
Q.14 you
While purchasing any Honda product which benefits do consider most?
Result:-
Particulars Responde nts

Services 24
Warranty Schemes Other facility
30 28 18
30 25
Respondents
20 15 10 5 0 Services Warranty Schemes Other facility
Benefits
Interpretation:-
The above chart shows that, most of the consumer want warranty as a benefits.
Q.15 From following promotional activity by which do you aware about Honda company?
Result:Particulars Reference Adds: T.V.,News Paper, Magazine, Hoarding Others Respondents. 61 24 15
70 60
Responden ts
50 40 30 20 10 0 Reference Adds: T.V. News Paper, Magazine, Hoarding Others
Promotional Activity
Interpretation:From the above chart it is clear that most of the persons know about Honda company by other reference
Q.16 What do you feel about activities like discount, loan, festival offers of Honda Companys Showroom?
Result:LANDMARK AUTOMOBILE PVT.LTD. 64
Answer Respondents
Excellent 44
Good 30
Ok 18
Poor 8
50 40
Respondents
30 20 10 0 Excellent Good Ok Poor
Interpretation:-
The above chart shows that , the consumers want some benefits while purchasing a car, the consumer rated the activities as of the best nature and this replay was as most of them rated as excellent and good.
Q.17 How do you rate dealership showroom facility in terms of appearance, comfort, cleanliness, car display and layout?
Result:LANDMARK AUTOMOBILE PVT.LTD. 65
Answer
Respondents
Excellent
21
good
36
Ok
31
Poor
12
40 35 30 25 20 15 10 5 0
Inte tion:-
Responden ts
rpreta
Excellent
good
Ok
Poor
The above chart shows that The customers rated the dealership showroom facility as of the best nature and again replay was positive side most of them rated as good.
Q.18 How would you compare Honda car with other competitive Brand ?
Result:Answer Respondents Excellent 36 good 30 Ok 24 Poor 10
40 35 30 25 20 15 10 5 0
Inte ation:
Responden ts
srpret
Excellent good Ok Poor
This result shows the effect of the car on the mind of the customers. From all 100, most the customers replay was excellent and minimum customers rated with the car as poor. This is unavoidable as one can not make anything like perfect in all respect because tastes and nature of each customer is different and it affects a lot on their choice.
Q.19 How was the overall experience at the Honda premises (Landmark Honda) you visited ?
Result:-
Answer
Excellent
Good
Ok
Poor
Respondents
32
44
24
50
Respondents
40 30 20 10
Inter ion:-
Excellent
Good
Ok
Poor
pretat
This data shows the overall experience of all 100 customers who visited the showroom. The overall experience of the entire customer with the dealership was goods as they rated the sales deal as a nice experience. Neither of them found any fault during the deal.
Q.20 Give your suggestion about Honda Company.
Objective:-
To give the consumers thoughts space where he may express his views or drawbacks of the car, to let him point out any thing to be improve in the car, about Service or anything relating to the car.
Customers want a small car, which can be affordable to a common man as a result everyone can enjoy the benefits of Honda.
Overall Findings
As we see in the previous pages of analysis, the emphasis was on the study of the consumer buying behavior which is the topic of the study the
overall analysis of these all findings will conclude the fact and suggestions which came to know by this analysis. All the consumers are well aware about Honda Company and all of the consumers have agreed that the Services of give by the Honda Company is very good
CONCLUSION
The industrial training and preparation of this report have been very useful for me to get a look into the real business environment whether it is external or internal. The opportunity given to me has created the awareness of real business world and extraordinary knowledge in the excellent field of
marketing. Honda is fulfill three parameters like maintenance , excellent mileage, advance technology hence the success ratio is high.
HSCI is forgoing ahead into the new millennium rapidly. HSCI always be the first to introduce the technologies of the future to the consumer and always be in the disciplined mode of achieving perfection in al of its actives for making the benchmark in the corporate world.
HONDAS slogan: Power Of Dreams
MM CONCEPT: Man Maximum Machine Minimum
HONDA Well known brand globally
It can be said HONDA is truly future technology
LIMITATIONS
Each and every study has several limitations so in my study. The limitations are as under.
1. The major limitation of the research is the size of the sample. I have analyzed Ahemdabad and Bhavnagar corporate with the total sample size 100 only. Therefore the analysis may not show a clear picture of the Ahemdabad and Bhavnagar corporate.
2. Time and cost were always a constraint.
3. I conduct survey only on corporate so it gives only corporate data and not data of others customers.
4. Respondents were not open in providing the required information
SUGGETIONS
It is not enough to understand and learn about concept of a multinational say for example HSCI, but from my study I would like to represent following suggestions that should be taken considerably by the company.
1.
Company should also try to introduce a small car, which can be affordable to a common man as a result everyone can enjoy the benefits of Honda.
2.
Company should try to improve production so waiting period is less in comparison of demand.
3.
Company should a increase the range of product to fulfill different
need of different customer at different level.
BIBLIOGRAPHY
For getting the information for the aspects of theory and practical knowledge. I have referred below listed Books and Web Sites:-
1. 2. 3.
4.
Marketing Management Philip Kotler. Marketing Management Sherlekar. WWW.WHATAHONDA.COM WWW.HONDACARINDIA.COM
Market Research On Consumer buying behaviour Of Landmark Honda
Note :1. This research is for educational purpose only. 2. Please tick mark the appropriate box. 3. please give up the relevant information.
Name :-
Address :-
Ph. No. :-
Mobile No. :-
1.
Gender :-
Male : Female :
2.
Age :-
20 to 30 year 30 to 40 year 40 to 50 year 50 Above
3.
What is your Educational Qualification ? Under - Graduate Graduate Post Graduate & Above
Professional
4.
What is your Occupation? Business Industrialist Professional Service /job Student Other
5.
What is your approximate annual income ? Below 3,00,000 3,00,000 5,00,000 5,00,000 10,00,000 10,00,000 Above
6.
Do you have a car? Yes No
7.
If Yes, which car do you have ? Specify the Product Name
Honda Tata Hyundai Ford Maruti Other
8.
Are you aware about Hondas Product ? Yes No
9.
Which Car do you want to buy from Honda Company? Honda City ZX Honda Civic. Honda Accord Honda CR-V Honda JAZZ
10
From which source do you come to know about Honda Company ? Friends Advertisement Companys executives
11
While Purchasing a Honda Product, which factor influence your
decision Most? Price Product Brand Name (Honda) Services
12.
While Purchasing Honda Product, which factor do you want from following? Comfort Looks Price Mileage
13
Would You like to purchase a Honda Product ? Yes No
14
While purchasing any Honda Product which benefits do you consider most? Services Warranty Schemes Other Facility
15.
From following promotional activity by which do you aware About Honda Company? T.V. Ads. Newspaper Magazine Hoardings
16.
What do you feel about actives like discount, loan, festival offers of Honda Companys Showroom?
Excellent Good Ok Poor
17.
How do you rate dealership showroom facility in terms of appearance, comfort, cleanliness, car display and layout? Excellent Good
Ok Poor
18.
How would you compare Honda car with other competitive Brand ?
Excellent Good Ok Poor
19.
How was the overall experience at the Honda premises (Landmark Honda) you visited ?
Excellent
Good Ok Poor
20 .
Give your suggestion about Honda Company.

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CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.

A PROJECT REPORT SBUMITTED IN PARTIAL FULFILLMENT OF THE REQEIRMENT OF

BACHELER OF BUSINESS ADMINISTRATION

SWAMI SAHAJANAND COLLEGE OF COMMERCE AND MANAGEMENT

LANDMARK AUTOMOBILE PVT.LTD. 1

CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.

( JOGADIYA MEHUL M.)

LANDMARK AUTOMOBILE PVT.LTD. 2

CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.

LANDMARK AUTOMOBILE PVT.LTD. 3

CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.

LANDMARK AUTOMOBILE PVT.LTD. 4

CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.

LANDMARK AUTOMOBILE PVT.LTD. 5

CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.

Name :- Jogadiya Mehul M. Class :- T.Y.B.B.A Div :C

LANDMARK AUTOMOBILE PVT.LTD. 6

CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.

SR.NO. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12.

LANDMARK AUTOMOBILE PVT.LTD. 7

CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.

INTRODUCTION TO THE INDIAN CAR INDUSTRY

to carefully plan their entry into emerging markets. Early

CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.

LANDMARK AUTOMOBILE PVT.LTD. 9

CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.

LANDMARK AUTOMOBILE PVT.LTD. 10

CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.

A Segment Maruti 800 Maruti OMNI

B Segment Maruti ZEN/Estil o Hyundai Santro Maruti Wagon-R Fiat Uno

C Segment Honda City

Upper C Segment Honda Civic

Hyundai Accent/Vern a Chevrolette Optra/Aveo Maruti Varsa

Hyundai Elantra Hyundai Tucson Toyota Corolla Skoda Octavia

TATA Indica Gets Maruti Alto Maruti Swift

Maruti Esteem Ford Fiesta Maruti Baleno Ford Escort

GM Opel Corsa Mercedeze Benz

TATA Sumo TATA Safari

LANDMARK AUTOMOBILE PVT.LTD. 11

CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.

Sr. No. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10.

INTRODUCTION TO HONDA SIEL CARS INDIA

LANDMARK AUTOMOBILE PVT.LTD. 12

CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.

LANDMARK AUTOMOBILE PVT.LTD. 13

CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.

HISTORT OF HONDA SIEL CARS INDIA LTD. (HSCI)

LANDMARK AUTOMOBILE PVT.LTD. 14

CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.

LANDMARK AUTOMOBILE PVT.LTD. 15

CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.

HONDAS GLOBAL VISION: -

Slogan of the Company : The Power Of Dreams. LANDMARK AUTOMOBILE PVT.LTD. 16

CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.

Form of Organization Companys Principle

: Honda Motors Company, Japan and SIEL Group, India.

LANDMARK AUTOMOBILE PVT.LTD. 17

CUNSUMER BUYING BEHAVIOR OF HONDA SIEL CARS INDIA LTD.

Website of the Company : WWW.HONDACARINDIA.COM

BOARD OF DIRECTORS & CORPORATE AUDITORS : -

President & CEO

: Mr. Masahiro Takadegawa

LANDMARK AUTOMOBILE PVT.LTD. 18