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A SUMMER TRAINING PROJECT REPORT

ON

A STUDY ON CUSTOMERS PERCEPTION TOWARDS HONDA CARS


SUBMITTED IN THE PARTIAL FULFILLMENT FOR THE AWARD OF
DEGREE OF MASTER IN BUSINESS ADMINISTRATION 2013-15

UNDER THE GUIDANCE OF:


Mr. Shantanu Sah
FACULTY, RDIAS

SUBMITTED BY:
PANKAJ SHARMA
ROLL NO.1071593908_ BATCH NO. 2013-15

RUKMINI DEVI INSTITUTE OF ADVANCED STUDIES


An ISO 9001:2008 Certified Institute
NAAC Accredited :A ,Category A+ Institute
(Approved by AICTE, HRD Ministry, Govt. of India)
Affiliated to Guru Gobind Singh Indraprastha University, Delhi
2A & 2B, MadhubanChowk, Outer Ring Road, Phase-1, Delhi
110085

Certificate
This is to certify that the project titled A STUDY ON CUSTOMERS PERCEPTION
TOWARDS HONDA CARS is an academic work done by Pankaj Sharma submitted in the
partial fulfillment of the requirement for the award of the degree of Masters in Business
Administration from Rukmini Devi Institute of Advanced Studies, New Delhi. under my
guidance and direction. To the best of my knowledge and belief the data and information
presented by him in the project has not been submitted earlier elsewhere.

Date:
Place:

(Internal Faculty Guide)

Acknowledgement
The report has been done as a part of my Summer Internship Project. I am really thankful to our
project guide Mr Shantanu sah , Rukmini Institute of Advanced Studies, New Delhi for his
invaluable guidance and assistance.
I am also grateful to Mr Sudip Sinha, Business Head (Sales & Marketing) Ring Road Honda for
providing me with valuable information and helping towards the successful completion of the
project. I would like to acknowledge and extend my heartfelt gratitude for his continuous support
and guidance throughout the project.
The Summer Internship Project under his mentorship has been very enriching and informative
and has been a valuable learning experience to me.
I appreciate him for all the support and encouragement and thank her for the same.

Chapter 1
INTRODUCTION

1.1 About the Industry


The Indian automobile industry seems to come a long way since the first car that was
manufactured in Mumbai in 1898. The automobile sector today is one of the key sectors of the
country contributing majorly to the economy of India. It directly and indirectly provides
employment to over 10 million people in the country. The Indian automobile industry has a wellestablished name globally being the second largest two wheeler market in the world, fourth
largest commercial vehicle market in the world, and eleventh largest passenger car market in the
world and expected to become the third largest automobile market in the world only behind USA
and China.
The growth of the Indian middleclass along with the growth of the economy over the last few
years has resulted in a host of global auto giants setting their foot inside the Indian Territory.
Moreover India also provides trained manpower at competitive costs making the country a
manufacturing hub for many foreign automobile companies. India proves to be a potential
market as compared to most of the other countries which are witnessing stagnation as far as
automobile industry growth is concerned.
A recent research conducted by the global consultancy firm Deloitte says that at least one Indian
automobile company will feature among the top six automobile companies that will dominate the
car market by 2020.
The Indian automobile sector is one of its most vibrant industries. The industry accounts for 22
per cent of the country's manufacturing gross domestic product (GDP). It comprises passenger

cars, two-wheelers, three-wheelers and commercial vehicles and is currently the seventh-largest
in the world with an average annual production of 17.5 million vehicles, of which 2.3 million are
exported. The Indian auto market has the potential to dominate the global auto industry, provided
a conducive environment is created for potential innovators to come up with new pilot projects.
The next few years are projected to show solid but cautious growth due to improved
affordability, rising incomes and untapped markets. All these open up an opportunity for
automobile manufactures in India. In addition, with the government's backing and a special focus
on exports of small cars, multi-utility vehicles (MUVs), two and three-wheelers and auto
components, the automotive sector's contribution to the GDP is expected to double, reaching a
turnover of US$ 145 billion in 2016, according to the Automotive Mission Plan (AMP) 20062016.
In April 2014, passenger car sales stood at 1,786,899 units while utility vehicles sales stood at
525,942 units, as per data from Society of Indian Mobile Manufacturers (SIAM).
Export of utility vehicles showed an improvement of 298 percent with 41,550 units.
Tractor sales in the country will grow at a compound annual growth rate (CAGR) of 8-9 per cent
in the next five years making India a high-potential market for international brands such as
Kubota, Case New Holland, AGCO, Same Deutz Fahr and John Deere, according to JD Power
Asia Pacific's maiden pilot study on the Indian tractor market.
The cumulative foreign direct investment (FDI) inflows into the Indian automobile industry
during the period April 2000 -May 2014 was recorded at US$ 9,885.21 million, according to data
published by Department of Industrial Policy and Promotion (DIPP).
The Indian automobile industry has a prominent future in India. Apart from meeting the
advancing domestic demands, it is penetrating the international market too. Favored with various
benefits such as globally competitive auto-ancillary industry; production of steel at lowest cost;
inexpensive and high skill manpower; entrenched testing and R & D centres etc., the industry
provide immense investment and employment opportunities.

TOP 10 AUTOMOBILE BRANDS IN INDIA 2014

1. Maruti Suzuki

Market Share: 49.9%

Maruti Suzuki India Ltd, formerly Maruti Udyog Limited is a subsidiary of Suzuki, an
automobile and motorcycle manufacturer based out of Japan. It is the largest automobile
manufacturer in the country based on market share data.

2. Hyundai

Market Share: 21.3%

Hyundai Motor India Ltd, a wholly owned subsidiary of South Korean auto manufacturer,
Hyundai Motor Company is the second largest car maker in India by market share. It is also the
largest exporter of passenger cars in the country and has been so for the last eight years
consecutively.

3. Honda

Market share: 7.5%

Honda Cars India Ltd, formerly known as Honda Siel Cars India Ltd is a wholly owned
subsidiary of the Japanese auto manufacturer Honda. It is involved in the production, marketing
and export of passenger cars in the country.

4. Tata motors

Market Share: 6.0%

Tata Motors limited, an Indian multinational automotive manufacturing company, is a subsidiary


of the Tata Group. It provides not just passenger cars but also trucks, buses, vans construction
equipment and even military vehicles. It ranks as the worlds second largest bus manufacturer,
fourth largest truck manufacturer and 17th largest motor vehicle manufacturer by volume.

5. Toyota Kirloskar

Market Share: 3.2%

Toyota Kirloskar Motor Pvt. Ltd is a subsidiary of Japanese car maker, Toyota Motor Corp, and
Kirloskar Group, as a minority owner. It is involved in the manufacture and sale of cars under the
Toyota brand in India. The company began its operation in May 2004.
6. General Motors

Market Share: 2.94%

General Motors had started its India operations in 1928 for assembling cars, trucks buses under
the Chevrolet Brand, but it ceased this in 1954. However, it continued its business in the form of
a tie-up with Hindustan motors so as to manufacture Vauxhall cars, Bedford trucks, Allison
Transmissions and other off-road equipment. It began its joint venture with the same company in
1994, to manufacture and sell Opel cars at first, followed by Chevrolet vehicles.

7. Ford

Market Share: 2.89%

Ford India Pvt. Ltd has its origins tracing back to 1907 when it launched Model A. It began its
production in 1926, but got shut down in 1954 due to the loss incurred. It re-entered India
through a joint venture with Mahindra & Mahindra Ltd in October 1995 and later increased its
stake to 72% in early 1998.

8. Nissan India

Market Share: 2.2%

Nissan entered India in 2005. It has made investments to the tune of INR 45 Million in its
manufacturing plant at Chennai along with Renault, its global alliance partner. It also has a
global R& D centre in the country with over 2000 engineers.

9. Volkswagen

Market Share: 1.3%

The Volkswagen group in India markets five brands- Skoda, Volkswagen, Audi, Lamborghini and
Porsche. It began its India operations with the launch of Skoda in 2001. It then introduced Audi
and Volkswagen in 2007 followed by Porsche and Lamborghini in 2012. Amongst all the brands
in the group, Volkswagen sells the highest volume.

10. Skoda

Market share: 1.1%

Skoda is one of the fastest growing auto manufacturers in Europe and its Indian arm is the
subsidiary of Skoda Auto of the Volkswagen Group. It began its operations in India in November
2001. It has set up a manufacturing plant having a spread across 300,000 square meters at
Aurangabad. This set up has a capacity of 40,000 vehicles annually. The facility is
also used to build some Audi models for the country.

1.2 Company Profile


Honda Motor Co. Ltd. is a Japanese public multinational corporation primarily known as a
manufacturer of automobiles, motorcycles and power equipment.
Honda has been the world's largest motorcycle manufacturer since 1959 as well as the world's
largest manufacturer of internal combustion engines measured by volume, producing more than
14 million internal combustion engines each year. Honda became the second-largest Japanese
automobile manufacturer in 2001. Honda was the eighth largest automobile manufacturer in the
world behind General Motors, Volkswagen Group, Toyota, Hyundai Motor Group, Ford, Nissan,
and PSA in 2011.
Honda was the first Japanese automobile manufacturer to release a dedicated luxury
brand, Acura, in 1986. Aside from their core automobile and motorcycle businesses, Honda also
manufactures garden equipment, marine engines, personal watercraft and power generators,
amongst others. Since 1986, Honda has been involved with artificial intelligence/robotics
research and released their ASIMO robot in 2000. They have also ventured into aerospace with
the establishment of GE Honda Aero Engines in 2004 and the Honda HA-420 Honda Jet, which
began production in 2012. Honda has three joint-ventures in China (Honda China, Dongfeng
Honda, and Guangqi Honda).
In 2013, Honda invested about 5.7% (US$ 6.8 billion) of its revenues in research and
development. Also in 2013, Honda became the first Japanese automaker to be a net exporter from
the United States, exporting 108,705 Honda and Acura models while importing only 88,357

From a young age, Honda's founder, Soichiro Honda had a great interest in automobiles. He
worked as a mechanic at a Japanese tuning shop, Art Shokai, where he tuned cars and entered
them in races. A self-taught engineer, he later worked on a piston design which he hoped to sell
to Toyota. The first drafts of his design were rejected, and Soichiro worked painstakingly to
perfect the design, even going back to school and pawning his wife's jewelry for collateral.

Eventually, he won a contract with Toyota and built a factory to construct pistons for them,
which was destroyed in an earthquake. Due to a gasoline shortage during World War II. Honda
was unable to use his car, and his novel idea of attaching a small engine to his bicycle attracted
much curiosity. He then established the Honda Technical Research Institute in Hamamatsu,
Japan, to develop and produce small 2-cycle motorbike engines. Calling upon 18,000 bicycle
shop owners across Japan to take part in revitalizing a nation torn apart by war, Soichiro received
enough capital to engineer his first motorcycle, the Honda Cub. This marked the beginning of
Honda Motor Company, which would grow a short time later to be the world's largest
manufacturer of motorcycles by 1964.
The first production automobile from Honda was the T360 mini pick-up truck, which went on
sale in August 1963. Powered by a small 356 cc straight-4 gasoline engine, it was classified
under the cheaper Kei car tax bracket. The first production car from Honda was the S500 sports
car, which followed the T360 into production in October 1963. Its chain driven rear wheels point
to Honda's motorcycle origins. Honda is headquartered in Minato, Tokyo, Japan. Their shares
trade on the Tokyo Stock Exchange and the New York Stock Exchange, as well as exchanges in
Osaka, Nagoya, Sapporo, Kyoto, Fukuoka, London, Paris and Switzerland.
The company has assembly plants around the globe.

Company Name
Honda Motor Co. Ltd.

Head Office
1-1, 2-chome, Minami-Aoyama,
Minato-ku, Tokyo 107-8556, Japan
Tel: +81-(0)3-3423-1111
Established
September 24, 1948
President & CEO
Takanobu Ito
Capital
86 billion (as of March 31, 2013)
Sales (Results of fiscal 2013)
Consolidated: 8,579,174 million
Unconsolidated: 2,717,736 million
Number of employment
198,561 (consolidated basis),
23,467 (nonconsolidated basis)
(as of March 31, 2014)
Consolidated subsidiaries
492 subsidiaries (as of March 31, 2013)
Chief Products
Motorcycles, automobiles, power products

Honda in India
Honda Cars India Ltd., (HCIL) Is A Leading Manufacturer Of Premium Cars In India. The
Company Was established In 1995 With A Commitment To Provide Hondas Latest Passenger
Car Models And Technologies, To The Indian Customers. HCILs first manufacturing unit was
set up at Greater Noida, U.P in 1997. The green field project is spread across 150 acres and has
an annual production capacity of 100,000 units. HCIL's second plant in Tapukara is the first car
manufacturing plant in the state of Rajasthan. Spread over an area of 450 acres, the facility is an
integrated manufacturing unit including all functions of Forging, Press Shop, Power train shop,
Weld shop, Paint shop, Plastic Moulding, Engine assembly, Frame assembly and Engine Testing
facility. This plant is the culmination of the best manufacturing know-how and practices gathered
from Hondas global operations.

Sales Network
Honda Cars India Ltd.,(HCIL) has a strong sales and distribution network spread across the
country. The network includes 187 authorized dealership facilities in 121 cities. HCIL
dealerships are based on the "3S Facility" format, offering complete range of Sales, Service and
Spares services to its customers.
Environment and Safety
The Honda Group is globally recognized for its concern towards environment, safety and
conservation of the society in which it operates. HCIL follows the same in India for achieving
high standards in environmental safety in the various processes of car manufacturing.
Honda Assure
'Honda Assure' is an Insurance initiative introduced by HCIL to enhance ownership experience
for Honda car customers. Under the Honda Assure program, all Honda car customers get the
benefit of a more transparent, hassle-free transaction and a quick turnaround time on their
insurance claims. The entire transaction is routed through an on-line central server which enables
HCIL to monitor the overall operations more effectively. Some of the direct benefits to the
customers include Cashless Insurance across India, instant policy issuance, and improved
turnaround time.
Auto Terrace
Honda's Exchange and Pre-Owned car division Auto Terrace has been in existence ever since the
inception of HCIL in India. Present in all major Honda dealers across the country, Auto Terrace
presents itself as the one-stop solution for catering to the needs of customers wanting to
exchange their existing cars for a New Honda car.

MODELS
Honda has 5 car models available in India. The available models are Honda Brio, Honda Amaze,
Honda Mobilio, Honda City, Honda CR V,. The minimum priced model of Honda is Honda Brio
priced at Rs 3, 99,900 and the maximum priced model of Honda is Honda CR V priced at Rs 24,
36,000.

BRIO launched in September 2011, marked


Hondas aim at capturing the small car market and bringing in the much needed sales figures.
The launch of the Brio along with the Amaze (its sedan sibling) has turned around the fortunes
for Honda with the car eating up into sales of small car leaders in the form of Maruti Suzuki and
Hyundai. The Brio is a very modern looking car and appeals to the 21st century buyer in more
ways than one. The price, value, space and comfort are good if not the best for its segment. And
of course carrying the Honda badge has helped its case a lot.

Honda City.
Honda Cars India finally launched the fourth-generation Honda City in India at a starting price of
Rs 7.42 lakh (ex-showroom, Delhi). The sedan was globally unveiled in November 2013.

The Honda City has always been a volume generator for the company, and this time the vehicle
has set a new milestone for itself by receiving over 9000 bookings, even before its launch.

Honda CR-V is one of the most prevailing


models of Honda motors. Featuring bold appearance, classic design and compact size, this model
compliments the taste of every auto enthusiast.

Honda Amaze
Based on the Brio hatchback, the Amaze is Honda's first compact sedan which has been designed
to meet the small car norms of being under 4m in length and thereby gain tax concessions. The
car comes with a 1.2-litre i-vtec petrol engine and an all-new 1.5-litre i-dtec diesel motor. It is
also Honda's first car with a diesel engine. With the Amaze, Honda hopes to regain its dwindling
sales.

Honda Mobilio
Launched in July 2014 Mobilio is Hondas latest product. Mobilio has three trim levels: E, S and
V and two engine options - 1.5-litre i-DTEC and 1.5-litre i-VTEC, the car has been in the range
of Rs. 6.49 lakh - Rs. 9.76 lakh (ex-showroom, Delhi). There's one sporty RS variant as well
priced at Rs. 10.86 lakh,

1.3 Literature Review


Customer Perception
Perception is a Process via which consumers select and organize stimuli, so as to provide
themselves with a meaningful and coherent view of the world.
Consumers can evaluate a product along several levels. Its basic characteristics are inherent to
the generic version of the product and are defined as the fundamental advantages it can offer to a
customer. Generic products can be made distinct by adding value through extra features, such as
quality or performance enhancements. The final level of consumer perception involves
augmented properties, which offer less tangible benefits, such as customer assistance,
maintenance services, training, or appealing payment options. In terms of competition with other
products and companies, consumers greatly value these added benefits when making a
purchasing decision, making it important for manufacturers to understand the notion of a total
package when marketing to their customers. For example, when manufacturing automotive
parts, a high-performing product will provide the customer base with basic benefits, while
adding spare parts, technical assistance, and skill training will offer enhanced properties to create
a total package with increased appeal to consumers.

According to the report of Skirec (2010), advertisements will show major impact on buying
behavior of customers especially companies should use appropriate advertising strategies in
order to attract the customers.
According to Peter and Olson (2004), the key process in consumers decision making is the
integration process by which knowledge is combining to evaluate two or more alternative
behavior and select one.

(Jin and Yong, 2005)


Perceived quality is a critical element for consumer decision making; consequently,
Consumers will compare the quality of alternatives with regard to price within a category.
According to Davis et al. (2003), perceived quality is directly related to the reputation of the
firm that manufactures the product. However, National Quality Research Center or NQRC
(1995) defined perceived quality as the degree to which a product or service provides key
customer requirements (customization) and how reliably these requirements are delivered
(Reliability).
According to Durovnik (2006), consumers are less interest on purchasing the product that is
considers being risky endeavors. He also says that consumer will try to reduce the risk of using
more time to survey and paying something. For instance, consumer would find out about the
quality of a product from those who have firsthand experience. Country of origin also has an
impact towards the perceived risk.
Based on Ahmed et al. (2002), consumer infers attributes to the product based on country
stereotype and experiences with a product from the country. Consumer may perceive less risk in
purchasing product from the countries with a good image.

1.4 About the Topic


A STUDY ON CUSTOMERS PERCEPTION TOWARDS HONDA CARS

From the days of industrial revolution when goods & services were produced to the present day,
the emphasis has shifted from the producers to the consumer and his needs, and with the
consumer becoming more involved, in the marketing process there is greater need for
information regarding the consumer needs. Preferences and making them satisfied of the
products & services, has led to a constant but increasing need to conduct marketing research.
This research is an insight into the mind of the consumer, with the help of which the
organizations will become aware of their pitfalls and in turn can also make improvements in the
product regarding the level of satisfaction of the consumers towards their offerings in the market
place.
Increasing competition, ever growing market, easy availability of the finances and increasing
population of young executives, with huge disposable incomes, over the past few years has
substantially increased the sales in the automobile industry. Also, the competition among the
dealers of the products has increased with each trying to maximize their customer base. This
makes it imperative for the dealers to provide the best of the services and exceed the customer
expectations to achieve customer delight and loyalty.
The study tries to understand the key service parameters and reflect upon the dysfunctional
areas, thus providing the dealer with an insight into the level of customer satisfaction and
changing trends of the customer expectations.
The basic need of this project is to know the CONSUMER PERCEPTION amongst the
respondents, with regard to HONDA Motors services and its products

My Study will be limited to speedometers with reference to customers perception towards


Honda Cars in India. To analyze this, I had taken a dealership as a case study. By working in
RING ROAD HONDA dealership I came to know about the distribution channel of the company
and customers buying behavior towards Honda cars.
The main purpose of pursuing my Summer Internship at Honda motors was to get a better
understanding of the Indian Automobile Industry. Also, I wanted to specifically get an overview
of Honda Motors business group- the kind of customers it caters to, the attributes which
influence the sales of cars; and the strategies which may improve the sales of the same.
The research started by conducting a small pilot study on a few respondents- this process
easily detects the errors in the questionnaire which may otherwise be overlooked. I applied the
tool of Questionnaires to collect data. I conducted the survey on the existing customers of the
company towards the sales and service of the vehicles. Consumers, from eclectic age groups,
were also surveyed to get a broader picture of their preferences.

OBJECTIVE OF THE STUDY


To study and understand the key service parameters using Customer Satisfaction and reflect
upon the low performing areas:

To study about the customer satisfaction on the services provided by the dealers.

To study the opinion of the owners of cars regarding its features like mileage, price etc.

To study the effect of advertisement on the customers to promote the product.

To study the customer satisfaction with usage of their cars.

To study the information resources that the customer using before purchasing the car.

RESEARCH
METHODOLOGY

Research Methodology

The purpose of methodology is to describe the process involved in research work. This includes
the overall research design, data collection method, the field survey and the analysis of data.
Research is a common parlance refresh to a search for knowledge. One can also define research
as a scientific & systematic search for pertinent information on a specific topic.
In fact, research is an art of scientific investigation. The advance learners dictionary of current
English lay down the meaning research as a careful investigation & inquiry specially search for
new facts in any branch knowledge.

Research Design

Research Design is the arrangement for conditioned for data collection & analysis of data in a
manner that aims to combined relevance to research purpose with economy in procedure.
A research design is a master plan or model for the conduct of formal investigation. It is blue
print that is followed in completing study.

Research Plan

Type of study: For completing my study I have gone for sample study because looking at the
size of population & the time limitation it was not convenient for me to cover entire population.
Hence, I have gone for sample study rather than census study.

Date Sources:
A. Internal sources:
Every company has to keep certain records such as accounts, records, reports, etc., these
records provide sample information which can organizations usually keeps collecting in its
working.

B. External sources:
When internal records are insufficient and required information is not available, the
organizations will have to depend on external sources. The external sources of data are:
Primary data:
Primary data are data gathered for a specific purpose or for a specific research report.
For systematically collecting the data the closed end questionnaire is used. The
questionnaire consists of questions relating to various aspects of the study for proper data

collection the questionnaire is divided into 2 sections. Both the sections are meant for the
respondent only.

Secondary data:
Secondary data are data that are collected for another purpose and already exist
somewhere. Data pertaining to company is collected from company web site company
catalogues and magazines. The company profile gives a detailed report of history various
products manufacture by its etc.

SAMPLING:
It is not always necessary to collect data from whole universe. A small representative
sample may serve the purpose. A sample means a small group should be emanative cross section
and really representative in character. This selection process is called sampling.

Sampling Plan
A sample design is a definite plan for obtaining a sample from a given population. It refers to the
technique or the procedure that researcher would adopt in selecting items to be inched in the
sample i.e. the size of sample. Sampling plan is determined before data are collected.

Steps in Sampling:
1. Study the company profile & related aspects.
2. To collect the information from self constructed questionnaire.
3. Meeting with different owners of Honda showroom.
4. Obtaining the opinion and suggestions of owners at different levels.
5. Prepare questionnaire on the basis of above information.
6. Gather information from different source like books Internet magazines etc.
7. On the basis of the answers and the information gathered from other sources prepare
the report.

Sampling Procedure:
Simple Random SamplingIn simple random sampling, each member of the target population has the same chance of being
selected for participation in the study. For a sample to truly be a simple random sample we need
to develop a list or sampling frame that includes almost all of the population, then from this we
randomly pull names from the sampling frame using some kind of random method such as a
random number table or a random number generator. Finally, numbers are assigned to all
members of the population and pull the names of those members whose numbers are pulled from
the table or generator.
The biggest advantage to a simple random sample is that we get a pretty good unbiased
sample fairly easily. The biggest downside is that we may not get all elements of the population
that are of interest.

Sampling Frame:
The list of sampling units from which sample is taken is called sampling frame.

Sampling Size:
Total sample size is 100.

Research Tool:
QUESTIONNAIRE:

A Questionnaire is carefully completed logical sequence of question directed to a define


objective. It is the outline of what information is required and the framework on which the data is
built upon. Questionnaire is son commonly used in securing market information that its
preparation deserves utmost skill and care.

CLOSED ENDED QUESTIONS:


They are not descriptive in nature. . Respondents will be given certain choices and they
have to choose choice among them. They make analysis easy but sometimes they restrict the
respondents choices.

TYPES OF CLOSED ENDED QUESTIONS:


DICHOTAMS:

a question offering two answers choice.

MULTIPLE CHOICES:

a question offering three choices.

RATING SCALE:

a scale that rates some attributes from poor to excellent.

DATA ANALYSIS &


INTERPRETATION

DATA ANALYSIS
Q1.
How long have you been associated with HONDA Motors
No. of Respondents
Percentage
1. From 1 year
10%

10

2. From 1 3 years

40

40%
3. From 3 5 years

0%
4. From 5 7 years

30

30%
5. Above 7 years
20%

Q2. (i)
Knowledgeable Salesperson

20

No. of Respondents
1. Strongly Disagree

2. Disagree

3. Neither Disagree Nor Agree

4. Agree

86

5. Strongly Agree

14

86% people agreed that the sales persons are knowledgeable and 14%
strongly disagreed that the
sales persons are knowledgeable.

Q2 (ii).

Employees spent enough time with you before sales

No. of Respondents
1. Strongly Disagree

0%

2. Disagree

0%

3. Neither Disagree Nor Agree

0%

4. Agree

64 %

5. Strongly Agree

36%

64% people agreed that the sales persons spent enough time with them
before the sales and 36%
strongly agreed with this.

Q2 (ii).
Employees spent enough time with you during sales

No. of
Respondents
1. Strongly Disagree

0%

2. Disagree

4%

3. Neither Disagree Nor Agree

0%

4. Agree

62 %

5. Strongly Agree

34 %

62% agreed that sales persons spent enough time with them during the
sales, while 34% strongly agreed that the sales persons spent enough time
with them during sales and only 4% disagreed with this.

Q2 (ii).

Employees spent enough time with you after sales


No. of
Respondents
1. Strongly Disagree
2. Disagree
3. Neither Disagree Nor Agree

0%
22 %
0%

4. Agree

54 %

5. Strongly Agree

26 %

60% agreed that the sales persons spent enough time with them after sales,
26% strongly agreed with this and 14% disagreed that the sales persons
spent enough time with them after sales.

Q2 (iii).

Display of Merchandize
No. of
Respondents

1. Strongly Disagree

0%

2. Disagree

0%

3. Neither Disagree Nor Agree

0%

4. Agree
5. Strongly Agree

94 %
6%

94% agreed that the display of merchandize was attractive and 6% strongly
agreed that the display of merchandize was attractive.

Q2 (iv).

Availability of the Product


No. Of
Respondents
1. Strongly Disagree

0%

2. Disagree

4%

3. Neither Disagree Nor Agree

0%

4. Agree

91

%
5. Strongly Agree

91% agreed that the availability of the product was there, 5% strongly
agreed that the availability
was there while only 4% said they disagreed with this.

5%

Q2 (v).
Variety/Selection of Merchandize
No. of
Respondents
1. Strongly Disagree

0%

2. Disagree

6%

3. Neither Disagree Nor Agree

0%

4. Agree

87

%
5. Strongly Agree

7%

87% agreed that there was variety/selection of merchandize whereas 7%


strongly agreed that enough variety was there and 6% disagreed with this.

Q.2 (vi) Vehicle in Good Condition


No. of
Respondents
1. Strongly Disagree

%
2. Disagree

%
3. Neither Disagree Nor Agree

%
4. Agree

82

%
5. Strongly Agree
%

16

82% agreed that the vehicle was in good condition when delivered, 16%
strongly agreed with this whereas only 2% disagreed with this.

Q2 (vii).
Prices Are Affordable
i. No. of Respondents
1. Strongly Disagree

0%

2. Disagree

12 %

3. Neither Disagree Nor Agree

15 %

4. Agree

21 %

5. Strongly Agree

52 %

64% strongly agreed that the prices are affordable, 21% agreed that the
prices are affordable whereas only 15% said that they neither disagreed nor
agreed with this.

Q2 (viii).Attractive Discounts Offered


No. of
Respondents
1. Strongly Disagree

0%

2. Disagree

26%

3. Neither Disagree Nor Agree

0%

4. Agree

47%

5. Strongly Agree

27%

55% agreed that the discounts offered are attractive, 34% strongly agreed
with this while 11% disagreed and said that the discounts offered were not
attractive.

Q2 (ix).
Dcor Of The Waiting Area Is Pleasing
No. of
Respondents
1. Strongly Disagree

0%

2. Disagree

0%

3. Neither Disagree Nor Agree

0%

4. Agree
80%
5. Strongly Agree
20%

80%agreed that the dcor of the waiting area was pleasing while 20%
strongly agreed that the dcor of the waiting area was pleasing

Q2 (x).
Offered A Test Drive
i. No. of Respondents

2. Strongly Disagree

0%

3. Disagree

20%

4. Neither Disagree Nor Agree

0%

5. Agree

74%

6. Strongly Agree

6%

74%agreed that the test drive was offered to them, 6% strongly agreed that
the test drive was offered while 20% disagreed with this.

Q2 (xi).
Post Sales Follow Up Done Regularly
No. of
Respondents
1. Strongly Disagree

0%

2. Disagree

15%

3. Neither Disagree Nor Agree

0%

4. Agree

59%

5. Strongly Agree

26%

59%agreed that the post sales follow ups are done regularly, 26% strongly
agreed and
15%disagreed with this.

Q2 (xii).
Responds To complaints Quickly
No. of Respondents
Percentage
1. Strongly Disagree
2. Disagree
3. Neither Disagree Nor Agree

0%
9%
12%

4. Agree
61%
5. Strongly Agree

18%

4% agreed that the response to complaints is quick, 18% strongly agreed,


12% neither agreed nor disagreed and 6% disagreed with this.

Q2 (xiii).
Service At HONDA Service Station Is Excellent
No. of
Respondents
1. Strongly Disagree

0%

2. Disagree

4%

3. Neither Disagree Nor Agree

0%

4. Agree

82%

5. Strongly Agree

14%

82% said that the service at HONDA service station is excellent, 14%
strongly agreed while only 4% disagreed with this.

Q2 (xiv).
Careful With Personal Information
No. of
Respondents
1. Strongly Disagree

0%

2. Disagree

0%

3. Neither Disagree Nor Agree

8%

4. Agree

85%

5. Strongly Agree

7%

85% agreed that yes they were careful with personal information, strongly
agreed with this and
8% neither agreed nor disagreed.

Q2 (xv).
All The Commitments Are Fulfilled
No. of
Respondents
1. Strongly Disagree

0%

2. Disagree

7%

3. Neither Disagree Nor Agree

0%

4. Agree

6%

5. Strongly Agree

87%

94% strongly agreed that all the commitments were fulfilled and 6% agreed
with this.

Q3 (i). Are you aware of the following facilities provided by HONDA?


Insurance ( Cashless ) with 0 depreciation .
No. of
Respondents
1. Yes

98%

2. No

2%

98% said yes that they are aware about HONDA insurance while only 2% said
that they were not aware.

Q3 (ii) Extended warranty


No. of
Respondents
1. Yes

97%

2. No

3%

97% said they were aware about extended warranty and 3% said that they
did not know abou this.

Q3 (iii). Auto Terrace


No. of
Respondents
1. Yes

98%

2. No

2%

98% said they were aware about true value and 2% said they were not
aware.

Q3 (iv) HONDA Motors finance


No. of
Respondents
1. Yes

75%

2. No

25%

75% said that they were aware about HONDA Motors finance and 25% said
that they were not aware of it.

Q3 (v) Autocard
No. of
Respondents
1. Yes

84%

2. No

16%

84% said that they were aware about autocard and 16% said that they were
not aware of it.

Q3 (vi).Genuine Accessories
No. of
Respondents
1. Yes

85%

2. No

15%

85% said that they were aware of genuine accessories available and 15%
said they were notaware.

Q4.What is your overall opinion about HONDA?


Choice
No. of
Respondents
1. Very bad

0%

2. Bad

0%

3. Neither bad nor good

0%

4. Good

4%

5. Very good

96%

96% said that there overall opinion about TATA was that it is very good while
4% said that it is good.

Q 5. How likely would you recommend HONDA?


Recommend

i. No. of Respondents
2. Very Unlikely

0%

3. Unlikely

0%

4. Neither Unlikely nor likely

0%

5. Likely

10%

6. Very Likely

90%

90% people said they would very likely recommend HONDA to other people
and 10% said they would likely recommend HONDA to others.

Q.6) Do you like the promotions and ad campaigns of HONDA Motors?

No. of Respondents
1.Very Unlikely

0%

2.Likely

70%

3.Very Likely

30%

Promotional Strategies and Ad Campaigns used by Honda are basically to


represent whole Brand not the particular product ..
In India current effective campaign is POWER OF DREAMS . featuring HONDA
CIVIC and CITY on a long Freeway

CONCLUSION
On an average more than 73% people feel that the prices are affordable
whereas 12%
do not agree, 74% believe that attractive discounts are offered whereas 26%
are not
satisfied withthe discounts offered. 20% said that the test drives are not
offered and

15% said that post sales follow ups are not done regularly whereas 85% said
that they
were done regularly but people feel that it is the peoples car as it is
satisfactory on all
other parameters: knowledgeable sales persons , employees spent enough
time before
and during sales, display of merchandise is attractive, availability of product,
variety of
merchandize, vehicle in good condition, prices are affordable, attractive
discounts are
offered, dcor of the waiting area is pleasing, responds to complaints quickly,
service at
TATA Motors service station is excellent, careful with personal information
and is value
for money . The overall opinion about TATA Motors is very good. 86% people
agreed
that the sales persons are knowledgeable and 14% strongly disagreed that
the sales
persons are knowledgeable. 64% people agreed that the sales persons spent
enough
time with them before the sales and 36% strongly agreed with this. 62%
agreed that

sales persons spent enough time with them during the sales, while 34%
strongly agreed
that the sales persons spent enough time with them during sales and only
4% disagreed
with this.

60% agreed that the sales persons spent enough time with them after sales,
26%
strongly agreed with this and 14% disagreed that the sales persons spent
enough time
with them after sales. 94% agreed that the display of merchandize was
attractive and
6% strongly agreed that the display of merchandize was attractive. 91%
agreed that the
availability of the product was there, 5% strongly agreed that the availability
was there
while only 4% said they disagreed with this.

87% agreed that there was variety/selection of merchandize whereas 7%


strongly

agreed that enough variety was there and 6% disagreed with this. 82%
agreed that the
vehicle was in good condition when delivered, 16% strongly agreed with this
whereas
only 2% disagreed with this. 64% strongly agreed that the prices are
affordable, 21%
agreed that the prices are affordable whereas only 15% said that they
neither disagreed
nor agreed with this.

55% agreed that the discounts offered are attractive, 34% strongly agreed
with this
while 11% disagreed and said that the discounts offered were not attractive.
80%agreed
that the dcor of the waiting area was pleasing while 20% strongly agreed
that the
dcor of the waiting area was pleasing 74% agreed that the test drive was
offered to
them, 6% strongly agreed that the test drive was offered while 20%
disagreed with this.
59% agreed that the post sales follow ups are done regularly, 26% strongly
agreed and

15%disagreed with this. 4% agreed that the response to complaints is quick,


18%
strongly agreed, 12% neither agreed nor disagreed and 6% disagreed with
this.

82% said that the service at HONDA service station is excellent, 14%
strongly agreed
while only 4% disagreed with this. 85% agreed that yes they were careful
with personal
information, strongly agreed with this and 8% neither agreed nor disagreed.
94%
strongly agreed that all the ommitments were fulfilled and 6% agreed with
this. 98% said
yes that they are aware about the Insurance Schemes of HONDA while only
2% said
that they were not aware.

WEBLIOGRAPHY

1. dreams.honda.com
2. world.honda.com
3. www.wikipedia.com
4. www.hondacarsindia.com
5. www.scribd.com

QUESTIONNARE

Being an esteem customer of HONDA SIEL CARS INDIA Ltd.


you are requested to take out
a few minutes and fill the following QUESTIONNAIRE:
Name:
Address:
_______________________________________________________________
_______________________________________________________________
___________________________________________ Pin Code____________

Gender:

Male
Female

Age:
Below18
18-25
26-35
36-50
51 and above

Occupation:
Service Business Student Housewife

Q.1) How long have you been associated with HONDA?


_______________________________________________________________________

Q.2.) How would you rate HONDA Motors on the following parameter?

Strongly disagree

Disagree

Neither agree Nor disagree

Agree

Strongly agree

i) Knowledgeable sales person

ii) Employees spent enough time


with you:
Before sales
During sales
After sales

iii) Display of merchandise is attractive

iv) Availability of the product

v) Variety/selection of merchandise

vi) Vehicle in good condition

vii) Prices are affordable

viii) Attractive discounts offered

ix) Dcor of the waiting area is pleasing

x) Offered a test drive

xi) Post sales follow ups are done regularly

xii) Responds to complaints quickly

xii) Service at HONDA service station is excellent

xvi) Careful with personal information

xv) All the commitments are fulfilled

xvi) Value for money

Q.3) Are you aware of the following facilities provided by Tata Motors?
FACILITIES Yes No
i) HONDA Motors insurance
ii) Extended warranty
iii) Auto Terrace

iv) Finance Schemes


v) Autocard
vi) Genuine accessories

Q.4) What is your overall opinion about HONDA Motors?


1.Very Bad
2.Neither Bad Nor Good
3.Good
4.Very Good

Q.5) How likely would you recommend HONDA Motors?


1.Very Unlikely
2.Likely
3.Very Likely

Q.6) Do you like the promotions and ad campaigns of HONDA Motors?


1.Very Unlikely
2.Likely
3.Very Likely

Date :

Sign of Customer

Sign of

Employee

CONCLUSION

Honda is committed to further advancing power train technologies in order to offer new products
and technologies that satisfy growing demand from customers around the world for high fuel
efficiency and to achieve more environmentally-friendly mobility that more people can enjoy.
Honda will continue to dedicate company resources to the creation of new technologies. Honda
will also continue making capital investments proactively to strengthen the flexibility and
efficiency of its global production network.

Setting customer satisfaction as our number one priority, Honda strives to provide the joy of
mobility to even more customers through the introduction of new technologies and new products.
n this is achieved, our sales should reach approximately 16 million units for motorcycles,
approximately 4 million units for automobiles, and approximately 6.5 million units for power
products by the end of the 9th Mid-term. In terms of sales revenue, this will exceed 10 trillion
yen.

Through all of these efforts, Hondas goal is to be a company that society wants to exist, to
pursue the joy of mobility, and to extend this joy to more customers and to future generations.