Project report on_automobile_industry_in_india_marketing


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Project report on_automobile_industry_in_india_marketing

  1. 1. AUTOMOBILE INDUSTRYThe automobile industry in India—the tenth largest in the world with an annualproduction of approximately 2 million units—is expected to become one of the majorglobal automotive industries in the coming years. A number of domestic companiesproduce automobiles in India and the growing presence of multinational investment, too,has led to an increase in overall growth. Following the economic reforms of 1991 theIndian automotive industry has demonstrated sustained growth as a result of increasedcompetitiveness and relaxed restrictions. The monthly sales of passenger cars in Indiaexceed 100,000 unitsTata Motors launches its first truck in collaboration with Mercedes-Benz.HistoryIn 1953, the government of India and the Indian private sector initiated manufacturingprocesses to help develop the automobile industry, which had emerged by the 1940s in anascent form. Between 1970 to the economic liberalization of 1991, the automobileindustry continued to grow at a slow pace due to the many government restrictions. Anumber of Indian manufactures appeared between 1970-1980.Japanese manufacturers Page | 1
  2. 2. entered the Indian market ultimately leading to the establishment of Maruti Udyog. Anumber of foreign firms initiated joint ventures with Indian companies.Challenges faced by Indian Automotive Industry in the new ageThe Indian automotive industry has been facing new challenges due to the rapid changestaking place during the last decade. This article discusses those challenges and initiativestaken by the government to overcome them.The Indian auto industry is changing rapidly. During the last decade, many internationalauto manufacturers, either by themselves or in partnership with Indian companies, havestarted manufacturing activities in India. The ancillary industries have also grown intandem. The quality of production in small- and medium-scale industries has improved tosuch an extent that they started exporting products to international manufacturers. Themajor breakthrough of recent years is the unveiling of "Nano" by Tata Motors during theauto expo 2007. This has received worldwide attention and proved that India can not onlydesign an automobile of international standards but also execute the project at a muchlower cost through innovative choice of components, materials, engine design etc.These developments in the auto sector have given new confidence to everyone related tothe auto industry and specifically to the government which resulted in the announcement ofthe Auto Policy 2006-2016 by the Ministry of Heavy Industries. According to the AutoPolicy, the Indian auto sector is expected to grow to US$ 216 billion by 2016 and add 2.5million new jobs to the economy. Every year two to three million people are expected topurchase new vehicles. Several million vehicles and components are expected to beexported to both developed and developing nations. To achieve these goals, it is importantthat the present GDP growth rate, which is more than 8 per cent, continues to remain at thesame level for the next 8-10 years. The government is also giving some concessions to theauto industry. To realize the above growth predictions, it is important to overcome variouschallenges the industry is facing currently. Two of the foremost challenges are the spiralingcost of fuel and the paucity of highly skilled manpower. Page | 2
  3. 3. Rising oil priceInternational price of crude oil has crossed US$ 120 per barrel and is rising at an alarmingrate. The forecast of market experts that the crude oil price will plateau around US$ 100per barrel has been proved wrong. The skyrocketing crude oil price rise will affect theeconomic growth of most of the nations of the world including India. The prospects ofIndia and China of becoming economic superpower will be seriously affected. Also, therise in oil prices will impact the growth of global automotive industry. Unless the use ofalternative fuels increases, it is very unlikely that the situation will change for the better.This necessarily means that more and more investments should be directed towards R&D,establishing mechanisms to translate R&D results into products and their efficientmanufacturing. This will also require radical redesigning of engines.Human resourcesThe second major challenge is the creation of highly skilled human resource required forthe auto industry. Auto industry, like many other industries is facing severe shortage ofskilled technical as well as managerial manpower. This challenge becomes all the moredaunting because faults lie at a more fundamental level of training infrastructure and thesocial perception.SummaryThe growth of auto industry in India will be contingent not just on domestic demand, butalso equally on exports. Therefore, the present projections will become a reality if thrust isgiven to original research that will yield breakthrough results. These results help inaddressing the current global concerns such as environment, fuel efficiency, need foralternate and renewable fuels and materials etc. This can happen only through a consortiumapproach where various auto companies and academic institutions work together as in thecase of IT hardware industry. The consortium approach should be extended to address the Page | 3
  4. 4. trained human resource shortage as well. The government should act as a facilitator bybringing about necessary changes in the current laws that will encourage privateparticipation. Finally, there should be mechanisms in place that will ensure that there is abalance in the pool of human resources comprising research scientists, managers,engineers, designers, technicians, and skilled and semiskilled workers. HISTORYHonda Motor Company, Ltd. is a Japanese multinational corporation primarily known asa manufacturer of automobiles and motorcycles. Honda is the worlds largest manufacturerof motorcycles as well as the worlds largest manufacturer of internal combustion enginesmeasured by volume. Honda surpassed Nissan in 2001 to become the second-largestJapanese automobile manufacturer.Honda was the first Japanese automobile manufacturer to release a dedicated luxury brandin North America with the debut of Acura in 1986. Aside from their core automobile andmotorcycle businesses, Honda also manufactures garden equipment, marine engines,personal watercraft and power generators, amongst others. Since 1986, Honda has beeninvolved with artificial intelligence/robotics research and released their ASIMO robot in2000. They have also ventured into aerospace with the establishment of GE Honda AeroEngines in 2004 and the Honda HA-420 Honda Jet, scheduled to be released in 2011.From a young age, Soichiro Honda had an interest in automobiles. He worked as amechanic at a Japanese tuning shop, Art Shokai, where he tuned cars and entered them inraces. A self-taught engineer, he later worked on a piston design which he hoped to sell toToyota. The first drafts of his design were rejected, and Soichiro worked painstakingly toperfect the design, even going back to school and pawning his wifes 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 gas shortage during World War II, Honda Page | 4
  5. 5. was unable to use his car, and his novel idea of attaching a small engine to his bicycleattracted much curiosity. He then established the Honda Technical Research Institute inHamamatsu, Japan, to develop and produce small 2-cycle motorbike engines. Calling uponbicycle 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. Thismarked the beginning of Honda Motor Company, who would grow a short time later to bethe worlds largest manufacturer of motorcycles by 1963.The first production automobile from Honda was the T360 mini pick-up truck.Powered bya small 356 cc straight-4 gasoline engine, it was classified under the cheaper Kei car taxbracket.The first production car from Honda was the S500 sports car.Its chain driven rear wheelspoints to Hondas motorcycle origins.Honda is headquartered in Minato, Tokyo, Japan. Their shares trade on the Tokyo StockExchange and the New York Stock Exchange, as well as exchanges in Osaka, Nagoya,Sapporo, Kyoto, Fukuoka, London, Paris and Switzerland. American Honda Motor Co. isbased in Torrance, California. Honda Canada Inc. is headquartered in the Scarboroughdistrict of Toronto,Ontario, and is building new corporate headquarters in Markham, Ontario, scheduled torelocate in 2008; their manufacturing division, Honda of Canada Manufacturing, is basedin Alliston, Ontario. Honda has also created joint ventures around the world, such as HondaSiel Cars and Hero Honda Motorcycles in India , Guangzhou Honda and Dongfeng Hondain China, and Honda Atlas in Pakistan.Honda is the 6th largest automobile manufacturer in the world as well as the largest engine-maker in the world, producing more than 14 million internal combustion engines each year. Page | 5
  6. 6. As of August 2008, Honda surpassed Chrysler as the 4th largest automobile manufacturerin the United States. Currently, Honda is the second largest manufacturer in Japan behindToyota and ahead of Nissan.Honda, Nissan, and Toyota, three of the strongest vehicle companies in the world, werestill not immune to the global financial crisis of 2008, as these companies reduced theirprofitability forecasts. The economic crisis has been spreading to other important players inthe vehicle related industries as well.Honda spends about 5% of its revenues into R&D. Page | 6
  7. 7. PHILOSOPHYHMSI operates on a principle, which is followed worldwide by all Honda companies.Maintaining a global viewpoint, we are dedicated to supplying products of the highestquality, yet at a reasonable price for worldwide customer satisfaction. Hondasphilosophy is based on the companys guiding principle and advocates 2 fundamentalbeliefs: Respect for the Individual Honda recognizes and respects individual differences. The respect for individual stems from the following three points: » Initiative » Equality » Trust It is the contribution from each individual in the company that has made our company what it is today and that, which will take us into the future. The Three Joys In line with Hondas Philosophy, HMSI conducts all its daily activities in pursuit of the following joys: » The joy of manufacturing high quality products. » The joy of selling high quality products. » The joy of buying high quality products. Page | 7
  8. 8. The Joy of Buying The Joy of Selling The Joy of Manufacturing Page | 8
  9. 9. OBJECTIVES "Maintaining an international viewpoint, we are dedicated to supplying products of the highest efficiency, yet at reasonable prices, for worldwide customer satisfaction." (1956) To make good adverts, and great motorcycles... and the occasional good car... and keep the shareholders happy... To minimize the defect. To Minimize the Accidents. To see the consumer complaints will be zero. To keep the environment pollution free. Maximize capital utilization. Increase production capacity. Increase plant availability. Minimize indirect and direct loses Efficient use of resources. Effective use of all employees. Training for all. Ensure empowerment and improvement of department. Establish the sustain document quality management system. Compliance with relevant legislation and regulation Page | 9
  10. 10. ORGANIZATION STRUCTURE (as of April 1,2006 ) Page | 10
  11. 11. FINANCIAL HIGHLIGHTSHonda Motor Co., Ltd., and Subsidiaries (Years ended March 31) Page | 11
  12. 12. AWARDS2009 Aviator Scooter of the Year( CBF Stunner Motorcycle of the Year (125cc) ( CBF Stunner 2009 Stunner NDTV Profit Award2009 - Bike of the Year2008 Activa CNBC TV – Auto Car “AUTO AWARDS 2008” – “Scooter Customers Satisfaction NO.1” Company -Well Made Bike 2008 -Advanced Technology 2008 -Overall 2008 -Eco-Friendliness 2008 -Resale Value 2008 By Apollo Tyres - Auto India "Best Brand Survey Awards 2008"2007 Eterno Best automobile brand of India 2007 (Planman Media) Activa Best automobile brand of India 2007 (Planman Media) Page | 12
  13. 13. 2006 Shine TNS Voice of The customer Award 2006 (TNS)2005 Unicorn Motorcycle of the Year 2005 (B.S.Motoring& Autocar) Unicorn TNS Voice of the Customer Award (TNS) Eterno Scooter of the Year 2005 (B.S.Motoring & Overdrive)2004 Eterno Best Scooter of the Year by B. S. Motoring & ICICI Bank, Overdrive Magazine2003 Dio Scooter of the Year 2003 (BBC)2002 Activa Scooter of the Year by Overdrive Magazine2001 Activa Scooter of the Year 2001 (BS Motoring) PRODUCT PROFILEThere are various product of Honda motors which are as follow as:-  UNICORN BE A WING RIDER Page | 13
  14. 14. Unicorn is powered by a newly developed Honda 4-stroke, 150cc engine and incorporatesmany cutting-edge technologies developed by Honda’s global R&D team. It sets newbenchmark in the upper majority motorcycle segment in India with its swift acceleration,superior mileage, international styling, riding comfort and convenience.Unicorn is engineered and styled for the taste of the younger generation. With the 4-stroke,150cc engine delivering a whooping 13.3 bhp, Unicorn is the fastest motorcycle in Indiaracing from 0 to 60 kms per hour in a mere 5 seconds. It has a distinctive sporty and machodesign with a racy front face, masculine fuel tank with knee grip and a sleek rear cowl.Unicorn offers perfect balance of pickup and mileage, delivering 60 kmpl through itsfamed 4-stroke Honda engine, cutting edge technologies like Multi-Mapping CDI, TumbleFlow Combustion Chamber, Roller Rocker arm, and a Classy Aerodynamic Body.This engineering masterpiece with international design appeal, guarantees to quench yourthirst for motorcycle frenzy with all its stunning features.  STUNNER CBF PGM-FI Page | 14
  15. 15. Reprogrammed to the code of the CBR1000RR Fire blade.Upgraded to a PGM-FI engine. A High Speed Drive with top speeds of 100 km/hr.Preloaded with an auto save function that gives 65km/l.A Malfunction Indicator Lamp for real time system diagnosis. The Handle Bar Weightmade for improved stability. Bank Angle Sensor automatically switches off the ignition &fuel supply when bike tilts over a certain angle.Emission gasses as low as 1/10^th of BS II Norm.New 3D graphics make gaming a lot more fun.So Update to the Honda Stunner Version 2.0.Or get left behind.  STUNNER CBFHonda re-defines style with the new sporty CBF Stunner. Equipped with a perfect blend ofgreat looks, Stunning performance and unbeatable quality it’s an ultimate desire of everyyouth. So set your spirit free And leave others breathless with this absolute sensation, theultimate style icon. Page | 15
  16. 16.  ACTIVA Ride on &on Ingeniously designed – the all new Activa is made for you to go miles, to do things and to go places. With your loved ones. Developed on Hondas globally tested engineering technology, it comes with a host of new features. The seats maximizes riding comfort. Thus offering you a smooth ride. Perfect in design and technology, the all new Activa is more than just a scooter. With an increased mileage of 15%, it allows you to enjoy your rides, no matter how long they are. So now you can enjoy life without stopping. Step onto your all new Activa, spread the joy with your loved ones, and go on and on.DesignHonda Activa was the first scooter launched by Honda in India. It has been designed as afamily two-wheeler and features higher load carrying capacity. Now, Honda India hascome up with all new Activa with major styling changes all around.Honda new Activa gets a redesigned front and rear section. The front is dominated bycurvy and aerodynamic styling with redesigned headlamps. Clear lens turn indicatorsdominate the rear. Honda has used impact resistant ABS plastic panels to reduce the overallweight of the two-wheeler. Page | 16
  17. 17. Following changes/additions have been made in new Activa: • Redesigned headlamps with integrated clear lens indicators. • All new clear lens tail lamp with integrated clear lens indicators. • Impact resistant ABS plastic panels. • New 109cc 4 Stroke 8 Bhp engine. • Redesigned front and rear section. • New CBS System which applies front braking force whenever the rear brake is operated.The New Activa is available in following six shades: • Grey metallic • Candy lucid red • Metallic Black • Force silver metallic • Wild purple metallic • Pearl sunbeam white Page | 17
  18. 18. AVIATORExuding style from the word go, the Aviator is for those who dont have to try hardto impress. Topped up with classy features, it adds to your quotient in more waysthan one. Yes, the Aviator is here. And its time for you to arrive. In style. Page | 18
  19. 19. DIODIO – India’s first motoscooter is named after the son of Venus ‘Dyonisiac’, also known asCupid, the God of Love. DIO is set to add passion and excitement with its stunning looksand performance, by incorporating the latest world trends thatmake it a scooter that is much ahead of its time.One look at DIO will tell you it’s more an accessory than a mere convenience. As India’sfirst motoscooter, it blends the looks of a motorcycle with the comfort of a scooter. DIOheralds the dawn of two–wheeler fashion. And if looks are anything tofall for, this is a treat. The body–mounted headlamp and sleek indicators leap right off thefront. Ample legroom gives you an elegant poise. The body tapers into the taillight and yetcontinues to draw attention.The DIO is complete in itself. Cutting edge technology and style have been broughttogether in such a way as to make it an engineering marvel. So, you can ride assured that abike doesn’t get or look any better.Of course, this qualifies us to have the last word on style. If there ever existed an attentionmagnet, this is it. Page | 19
  20. 20. OBJECTIVE OF STUDY:-  To know the awareness level in the market for the Activa 110  To analyze the customer satisfaction.  To analyze the customer preference.  To estimate the market potential and perception towards “HONDA”.  This study helps to check the efficiency of dealers.  This study helps the company to take corrective decision regarding marketing.  This study also helps in evaluating the effectiveness of various brands of different company.  This study helps the company to take corrective decision regarding marketing.  This study helps the company to know their actual position in the market.  This study ensure the availability of the product in the market. Page | 20
  21. 21. RESEARCH METHODOLOGY It is well known fact that the most important step in marketing research process is to define the problem. Choose for investigation because a problem well defined is half solved. That was the reason that at most care was taken while defining various parameters of the problem. After giving through brain storming session, objectives were selected and the set on the base of these objectives. A questionnaire was designed major emphasis of which was gathering new ideas or insight so as to determine and bind out solution to the problems.RESEARCH DESIGNTo conduct the market research first of all it is necessary to create a research design. Aresearch design is basically a blue print of how a research is to be conducted, it mayinclude;1. CHOOSING THE APPROACH2. DETERMINING THE TYPES OF DATA NEEDED.3. LOCATING THE SOURCE OF DATA.4. CHOOSING A METHOD OF DATA. Research Design Conclusion Exploratory Descriptive Casual Observation Survey Experiment Page | 21
  22. 22. Basically there are 3 types of approaches used during the any research:-1. EXPLORATORY.2. DESCRIPTIVE.3. EXPERIMENTAL.During this research Descriptive and Exploratory approach is taken into considerationbecause of the availability of relevant information to describe the relationships between themarketing problem and the available information.SIGNIFICANCE TO THE INDUSTRY :This is a limited study which takes into consideration the responses of 108 people. Thisdata can be explorated to take in the trends across the industry. The significance for theindustry lies in studying these trends that emerge from the study. It is a rapidly changingand evolving sector. People are only beginning to wake up to it’s vast possibilities. A studylike this can attempt to guide the future of the industry based on current trends.SIGNIFICANE FOR THE RESEARCHER :To facilitate and provide all the useful information of the study, the company, theautomobile industry and also provide marketing ways, methods of Honda.DATA SOURCE Research included gathering both primary and secondary data. Primary data is the first hand data, which are selected a fresh and thus happen to beoriginal in character. Primary Data was crucial to know various customers and pastconsumer views about bikes and to calculate the market share of this brand in regards toother brands.Primary data is collected during the survey with the help of questionnaires Page | 22
  23. 23. Secondary data are those which have been collected by someone else and which alreadyhave been passed through statistical process.Secondary data has been taken from internet, newspaper, magazines and companies websites.RESEARCH APPROACH The research approach was used survey method which is a widely used method fordata collection and best suited for descriptive type of research survey includes researchinstrument like questionnaire which can be structured and unstructured. Target populationis well identified and various methods like personal interviews and telephone interviewsare employed.SAMPLING UNIT It gives the target population that will be sampled. This research was carried inAligarh.These were 104 respondents.DATA COMPLETION AND ANALYSIS After the data has been collected, it was tabulated and findings of the project werepresented followed by analysis and interpretation to reach certain conclusions.SCOPE My project was based on the Awareness of active 110 and data was taken inthe Aligarh only. Page | 23
  24. 24. Limitations of the research The training period was short during this short period I tried my level tomarketing the study perfect and full proof. Yet these is following limitations- 1. It was observed that the most of the customers were not playing Proper attention to fill the questionnaire 2. The research is confined to a certain parts of ALIGARH (U.P.) and does not necessarily shows a pattern applicable to all of Country. 3. Some respondents were reluctant to divulge personal information which can affect the validity of all responses. 4. In a rapidly changing industry, analysis on one day or in one segment can change very quickly. The environmental changes are vital to be considered in order to assimilate the findings. 5. Findings of the project are also limited because of availability of lesser information. 6. I required the submitted the report in two months and hence I had less time at my disposal .It was not possible therefore to Conduct a census survey. Page | 24
  25. 25. DATA ANALYSIS:-Q.1 (a) Currently do you use any Two Wheeler? Yes No RESPONSE NO. OF SHARE (%) RESPONDENTS Yes 84 81% No 20 19% Total 104 100%INTERPRETATION• 81% of the respondents are owner of two-wheeler. Page | 25
  26. 26. • 19% of the respondents are not owner of two-wheeler.• In this case all of those who have two-wheeler have responded.Q.1 (b) Model Name: Make: RESPONSE NO. OF SHARE (%) RESPONDENTS Yes 29 28% No 75 72% Total 104 100%INTERPRETATION• 28% of the respondents are owner of Honda’s two-wheeler.• 72% of the respondents are not owner of Honda’s two-wheeler.• In this case we know that 28% of population is the user of Honda’s two-wheeler. Page | 26
  27. 27. Q.2) Have you heard about the new Activa Model? Yes No RESPONSE NO. OF SHARE (%) RESPONDENTS Yes 78 75% No 26 25% Total 104 100%INTERPRETATION Page | 27
  28. 28. • 75% of the respondents are aware about New Activa.• 25% of the respondents are not aware about New Activa.• In this case we found that 75% of population is known about the New Activa.Q.3) What do you know about New Activa in terms of Performance features, Brand?No Idea 110cc HondaBrand15% more Mileage Large under seat boxTuff Up Tube Others------------------ NO. OF SHARE (%) RESPONDENTS No Idea 17 11% 110 cc 40 25% Honda Brand 45. 28% More mileage 15 10% Large Seat Box 15 10% Tuff up tube 26 16 Page | 28
  29. 29. INTERPRETATION• 11% of the respondents are not have idea about New Activa.• And all other facilities of New Activa known the respondents.Q.4) From Where did you get to know about New Activa?TV Newspaper AdvNewspaper Supplement/Article Auto MagazineWebsite Banner/HoardingDisplay at Public Places Dealership/test RideFriends/Relatives Road Shows PWOs Page | 29
  30. 30. Test ride others NO. OF RESPONDENTS SHARE (%)TV 25 19%Newspaper Adv 15 11%Newspaper 1 1%Supplement/ArticleAuto Magazine 3 2%Website 1 1%Banner/Hoarding 13 10%Display at Public Places 39 29%Dealership/test Ride 6 4%Friends/Relatives Road Shows 31 23%PWOs 0 0%Test ride 0 0%Others 0 0% Page | 30
  31. 31. INTERPRETATION • Mostly respondents know about New Activa trough Display At Public places, Friends/Relatives, TV, Paper Adv., Banner/Hordin.Q.5)Which One of the above activity prompted you to enquire more about New Activa?1. 2. 3. Page | 31
  32. 32. INTERPRETATION • For that Question there is no respondent.Q.6) Have you thought of buying New Activa?No Yes Page | 32
  33. 33. RESPONSE NO. OF SHARE (%) RESPONDENTS Yes 11 11% No 93 89% Total 104 100%ENTERPRETATION • 89% of respondent are not though of buying New Activa because of they all are already having their own two-wheelers.Q.7) Do you rate the satisfaction level of New Activa on this 5pt scale? Very Satisfied Satisfied Can’tsay Page | 33
  34. 34. Dissatisfied Very Dissatisfied RESPONSE NO. OF SHARE (%) RESPONDENTSSatisfied 26 25%Very satisfied 10 10%Dissatisfied 17 16%Very Dissatisfied 0 0%Can’t say 51 49%Total 104 100% Page | 34
  35. 35. INTERPRETATION • 35% Respondents are satisfied by New Activa. • 49%Respondents are can’t say because they are not use New Activa. • 16% Respondents are not satisfied through New Activa. So that most of the respondents are satisfied. Page | 35
  36. 36. RECOMMENDATIONS:-The Automobile sector of India has become the buyer’s market. Today, unlike the earlierdays, the buyers have a wide range of products available in the market and every product iscustomized to some extent. So Honda has to bring not only the innovative and customizedproducts to the prospects but also the degree of customization should be as high aspossible. For this the company has to take into account a regular market survey andresearch programmer and to give a close and careful look into the suggestions given in theresearch report.After the survey undertaken by me, I suggest-• As the people think that Activa is for girls and lady. They are aware of the fact & realizing its, importance. The company should try to expand & build up its infrastructure because there is a large potential for automobile in India. • Company should come up with its branch in Chennai • Honda should take into account this benchmarking very carefully and should work to maintain its position • Honda should keep on undertaking promotional Activities and awareness building programme, so that awareness of the people about the Activa will be increased. • Honda should also pay attention to customers’ feedback. Even if a customer does not give feedback himself/herself, he/she should be called up to know his/her feedback about the product and services offered. Only through this, the company can modify its products and grow with customers’ love and faith Page | 36
  37. 37. • Last but not the least, Honda should work on the suggestions given by the respondents.Conclusion:- Our in-depth research in the field of Automobile threw up some interesting trends which can be seen in the above analysis. A general impression that we gathered during Data collection was the huge awareness and knowledge among people about Honda and New Activa also various companies and their two-wheeler products..  People in general have been impression by the marketing and advertising campaigns of two-wheeler companies. A high penetration of print, radio and Television ad campaigns over the years is beginning to have its impact now.  Another heartening trend was in terms of people viewing New Activa as a Lady Scooter and its only for working woman. But Activa is for both lady and man. Activa is for multipurpose use.  The general satisfaction levels among public with regards to products and Dealers still requires improvement.  Activa is well known product of Honda and give the base to Honda in Indian market..  Honda captures a big part of market through this model. Awareness of active is through its performance, colors, specification and style. Also because of Service & Spare parts are available throughout India in local markets also.  While buying a motorcycle, economy is the main consideration in form of maintenance cost, fuel efficiency etc. and Activa is best in all these scales. So that New Activa is famous and mostly every man is aware by New Activa Page | 37
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  39. 39. BIBLIOGRAPHY 1. BOOKS/MAGAZINES REFFERED: MARKETING RESEARCH By- Sunanda Easwaran,Shama J.Singh Marketing management By- Phillip Kotler 2. WEBSITES REFFERED:      Page | 39
  40. 40. QUESTIONNAIREQ1. (a)Currently do you use any Two Wheeler? Age Yes NoIf Yes then:(b)Model Name: Make:Note: If he is a New Activa User, Please Ask Question No. 4, 5, 7,& 8Q.2) Have you heard about the new Activa Model? Yes NoIf No then explain the product from the leaflet & handover the same & terminateQ.3) what do you know about New Activa in terms of Performance, features, Brand ? No Idea 110cc Honda Brand 15%moreMileage Large Under seat box TuffUp TubeOthers………………….If the answer is No Idea than explain the product from the leaflet &handover the same & terminateQ.4) From Where did you get to know about New Activa ? TV News Paper Adv Newspaper Supplement/Article Auto Magazine Website Banner/Hoarding Display at Public Place Dealership/Test Ride Friends/Relatives RoadShows Page | 40
  41. 41. PWOs Test rideOthers…………………………Q.5) Which One of the above activity prompted you to enquire more about New Activa?1. 2. 3.Q.6) Have you thought of buying New Activa? No Yes If Yes, by when Why & What all did you like in New Activa If No , by when Why & What all did you not like in New ActivaQ.7) Do you rate the satisfaction level of New Activa on this 5pt scale? Very Satisfied Satisfied Can’tsay Page | 41
  42. 42. Dissatisfied Very DissatisfiedWhy…………………………………………………………………………………………………………………………………………………………………………………………………………If the answer is Dissatisfied or Very Dissatisfied ,note address & contact forresolving the issueQ.8) any suggestions for improvement?…………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………….. Page | 42
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