honda market ressearch

7/31/2019 Honda Market Ressearch

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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 advantagesthat are difficult to replicate. On the other hand, later entrants have theopportunity to learn from the mistakes of the first entrant. The Indian carmarket offers useful lessons in this context. In Indian Governmentremoved several restrictions in a bid to attract foreign investors into theautomobile industry. Among the first to enter was Daewoo of SouthKorea, with its model Cielo, targeted at the upper end of the market.Other MNCs such as Ford and General Motors also entered the Indianmarket, followed by Hyundai, Honda, Toyota and Volkswagen. In thiscase, we shall examine the strategies of some of the major players in theRs. 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 asthe Indian car industry is completely dominated by MNCs*, barring thelone exception, Telco.

After the new industrial revolution considerable changes havetaken place in the transportation sector, in 11 years. The Indian CarMarket has undergone phenomenal changes from the sellers market tothe buyers market. The market is flooded with mid-sized cars of differentsegments like:-

Today we see the unusual spectacle of too many cars chasing toofew Indians. Today, one can observe that as compared to a few years

back, in todays automobile market, a principal company offers a widerang 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 asworth US$ 3.28 billion. Organized used car business is estimated at a

more $656 million, though no concrete studies have been conducted. Butthis 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 androck- bottom loan options.

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Analysts had expected that thetendency of car owners in developed markets to replace their cars once inthree of four years would catch on in India by 2010-12. But the trendalready seems to have arrived. Earlier we had people owing the same carfor 20-30 years, says Rana Sethi, partner of used-cars dealer Popular CarBazaar 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 (boisterousfestival). Sporting a separate brand name, manufacturers use their new-carnetworks to sell used vehicle as well. Skoda has its Signature series, FordIndia 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 Indiasnew-car market might be leveling out. After witnessing a growth-ratehigh of 30% in April, sales barely touched a 10% improvement in year-on-year figures for May. According to figures from the Society of IndianAutomobile manufacturers (SIAM), the apex body of 34 auto and auto-engine makers in India, 60,618 new cars were sold in May, comparedwith 55,165 units in the same month in 2003. But the dip id being putdown to political uncertainty and a stock market dive after Mayselections in which a Congress Party-led government came into power.

SIAM has also controversially proposed that the government scrapabout 70 million old vehicles, including 15-years-old cars and 10-years-old commercial vehicles. Purportedly on anti-pollution,safety and healthgrounds, the move could fetch the central government $984.6 million intaxes. Automakers as well could obviously enjoy bigger benefits fromenforced car buying, particularly used-car dealers.

Expectedly, commercial-vehicle owners who own these ancientvehicles are fuming. The All India Motor Transport Congress says SIAM

simply wants to sell more cars, and believes that Indias economy is notripe enough to scrap 15-years-old vehicles. They threaten to launch anagitation campaign if the government implements the proposal.

If you think deeply enough, ordinary Indian middle-class peopleare better off not owing a car just to show off that we too own a car,

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Nair says with wisdom from hindsight, Unlessthe employers pay a good travel allowance for fuel.

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A

Segment

B

Segment

C

Segment

Upper C

Segment

D

Segment

SUV

Segment

MUV

Segment

Maruti800

MarutiZEN/Estilo

Honda City Honda

Civic

Honda

Accord

Honda

CR -V

MahindraScorpio

Maruti

OMNI

Hyundai

Santro

Hyundai

Accent/Verna

Hyundai

Elantra

Toyota

Camry

Hyundai

Terracan

Mahindra

BoleroMarutiWagon-R

ChevroletteOptra/Aveo

HyundaiTucson

FordMondeo

HyundaiTuscon

ToyotaQualish

Fiat Uno MarutiVarsa

ToyotaCorolla

OpelVectra

MitsubishiPrado/Pajaro

ToyotaInnova

TATAIndica

MarutiEsteem

SkodaOctavia

HyundaiSonataEmbera

GrandVitara

MarutiGypsy

Gets Ford Fiesta FordEndeavor

GMTavera

MarutiAlto

MarutiBaleno

ToyotaLand

Crusier

FordTempo

TraxMarutiSwift

Ford Escort MercedesM class

FordtempoTraveler

GM OpelCorsa

TATASumo

MercedezeBenz

TATASafari

General Information-- 4--


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Sr. No. Particulars Page No.

1. Introduction 5

2. History Of Honda Siel Cars India Ltd.(HSCI)

8

3. Founders 9

4. Hondas Global Vision 95. Project At A Glance 10

6. B.O.D. & Corporate Auditors 12

7. Size And Form Of Organization 13

8. Plant Location & Plant Layout 13

9. Organization Chart 14

10. Dealership Network 15

INTRODUCTION TO HONDA SIEL CARS INDIA

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Honda Siel Cars India Ltd., (HSCI) wasincorporated in December 1995 as a joint venture between Honda Motor Co.Ltd., Japan and Siel Limited, a Siddharth Shriram Group company, with acommitment to providing Honda's latest passenger car models andtechnologies, to the Indian customers. The total investment made by thecompany in India till date is over Rs. 800 crores. .

While the company sold its first 50,000 units in nearly five years, itis today geared to sell more than 50,000 units in a single year. The HondaCity, its first offering introduced in 1997, revolutionized the Indian passengercar market and has ever since been recognized as an engineering marvel inthe Indian automobile industry. Thereafter, HSCI launched its high-endmodels the Accord and the SUV, CRV. The City ZX, introduced in its newavatar 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 GreaterNoida in Uttar Pradesh. The initial installed capacity of the plan was 30,000cars 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 almost100,000 cars per annum by the year 2010.

Companys product include the 8th 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 modelthrough the CBU (Complete Built Unit) importation programmed fromJapan.

In addition to meeting the growing demands of its popular models City & Accord. The All New Civic & CR-V 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, whichinclude about 2,800 unit of CR-V model. Gross sales turnover for the year2005-06 was over Rs. 2,600 crores and the net profit was Rs. 132 crores.

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The Company has also exported CBU andcomponents worth Rs. 11.6 crores during 2005-06.

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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 companyfigures among the top players in the Indian premium and luxury carmarket.

HSCI started commercial production in December 1997 with itsindigenous level at over 50 %, which has been raised progressively and iscurrently over 72%.

Honda Siel introduced the Honda City Car, an extremelysuccessful engineering marvel, in India in December 1997. In August2000, Honda Siel added to the line-up by introducing the Honda CityVTEC.

The internationally successful Honda Accord was launched inJuly 2001. The company introduced its latest version, the all- newSeventh Generation Honda Accord, in July 2003.

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FOUNDERS: -

The history of the Honda MotorCompany began with the vision of man

Soichiro Honda. His dream was personalmobility for everyone. Soichiro Honda foundedthe Honda Motor Company in 1948. In thesame year, he designed and engineered the first

product of this company a 50 cc motorized bikeon a bicycle frame in his small shed atHamamatsu. Today, as we celebrate our 50th

Anniversary, Honda is a global company with aglobal viewpoint and a five-region globalstrategy this is reflected in a solid commitmentto local markets and economies.

HONDAS GLOBAL VISION: -

Soichiros vision was international in character. His desire was tolead the world in technology, and make a significant contribution to thecreation of a better society. As a result, most of the products that Honda

developed started out by making a difference. Whether it was the CVCCengine in the sixties or the solar powered car of the nineties, they allsought to challenge and overcome conventional wisdom.

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PROJECT AT A GLANCE: -

Name :Honda Siel Cars India Ltd.

Year of Establishment :1997.

Promoter :Soichiro Honda.

Slogan of the Company : The Power Of Dreams.

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 029Ph. 011-6170533, 6182493, 6183901Fax : 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 : Multinational Company.

Companys Principle : Maintaining a global viewpoint, they arededicated to supplying products of the highestquality yet at a reasonable price for worldwidecustomer satisfaction.

Collaboration : Honda Motors Company, Japan and SIELGroup, India.

Products : City ZX , Civic, Accord, CR V

Competitors : Daimler Chryler India,-- 10--


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Fiat India,Ford India,SkodaMercedes BenzGeneral Motors,

Hindustan Motors,Hyundai Motor India,Maruti Udyog,TATA Engineering.

Website of the Company : WWW.HONDACARINDIA.COM

BOARD OF DIRECTORS & CORPORATE AUDITORS : -

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http://www.hondacarindia.com/http://www.hondacarindia.com/


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President & CEO : Mr. Masahiro Takadegawa

Representative Director : Mr.Takeo Fukui

Executive Vice President : Mr.Satoshi Aoki.& Representative Director

Senior Managing and : Mr. Minoru Harada withRepresentative Director 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: -

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Honda Siel Cars India Ltd. A joint venture, of Honda MotorCompany. Japan and SIEL Industries Ltd., India is a giant scaleindustry 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. havingnumerous 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 inGreater Noida Industrial Area in the State of Uttar Pradesh.

In keeping with HMCIs policy, HMCL has replicated the plantlayouts, procedures and systems that characterize Hondas operationsthroughout Asia. These systems and procedures are tried and tested inother similar markets for plants of similar capacities.

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Organization Chart

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President & CEO

Representative Director

Executive Vice President &


Senior Managing and


Managing Directors

Director

Director and Advisor

Corporate Auditors

Operating Officer


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Dealership Network : -

SR

NO.

CITY DEALERS

1. RAJKOT LANDMARK HONDA

2. GOA COASTAL HONDA

3. VIJAYWADA SUNDARAM HONDA

4. AGRA HERITAGE HONDA

5. MUMBAI ARYA HONDA

6. GHAZIABAD PRIME HONDA

7. VISHAKAPATNAM SUNDRAM HONDA

8. MADURAI SUNDRAM HONDA

9. BHUBANESWAR HIGHWAY HONDA

10. TRIVANDRUM PENINSULAR HONDA

11. COACHIN PENINSULAR HONDA

12. BHOPAL ABHIKARAN HONDA13. KANPUR PUSHP HONDA

14. KARNAL PRESTIGE HONDA

15. MOINAGAR RING ROAD HONDA

16. COIMBATORE SUNDARAM HONDA

17. JALANDHAR PRESTIGE HONDA

18. CHANDIGARH PRESTIGE HONDA

19. PATIALA PRESTIGE HONDA

20. LUDHIANA PRESTIGE HONDA

21. PUNE DECCAN HONDA

22. AMRITSAR PRESTIGE HONDA23. AHMEDABAD LANDMARK HONDA

24 AURANGABAD DECCAN HONDA

25. CALICUT PENINSULAR HONDA

26. MANGALORE PENINSULAR HONDA

27. BANGALORE DAKSHIN HONDA

28. RAIPUR SHUBH HONDA

29. SECUNDERABAD SUNDARAM HONDA

30. MUMBAI ICHIBAAN HONDA

31. JAIPUR PINKCITY HONDA

32. MUMBAI LINKWAY HONDA

33. NASHIK RISHABH HONDA

34. INDORE ABHIKARAN HONDA

35. DELHI SOUTHEND HONDA

36. NAGPUR BHAVYA HONDA

37. DELHI RING ROAD HONDA

38. BANGALORE WHITEFIELD HONDA

39. KOLKATA WINDSOR HONDA

40. LUCKNOW FORTUNE HONDA

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41. GURGAON RING ROAD HONDA

42. CHENNAI SUNDARAM HONDA

43. SURAT BHAVYA HONDA

44. VADODARA KAMDHENU HONDA.

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o Photograph of Dealership

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LandMark Honda

Rajkot.

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About Hondas Product

Introduction : -

Honda Siel Cars India Limited is proud of its commitment to offerthe very best of Honda to the Indian customer.

The company has revamped its complete product offering in theyear 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 havebeen replaced with new generation cars the Seventh Generation Accordand the All New Honda city. The company has also pioneered a newsegment 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 Hondaproducts have well accepted and highly appreciated in the market.

The Honda product family boasts of four names City ZX, Accord,Civic and CR-V, each of which stands out in the market and in the roads,as yet another example of Honda excellence:

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Honda City ZX:-OUTPERFORM

Intelligent Dual and SequentialIgnition (i-DSI) engine.

High Performance, High Fueleconomy & low toxic emissions.

Twin Spark Plug system.

World Leading friction reductiontechnology.

Colors:

Tafeta White, Alabaster Silver, Nighthawk Black, GalaxyGrey, New warm Silver, Royal red.

Price :HONDA CITY EXI 7,83,109HONDA CITY GXI 8,26,437HONDA CITY CVT 8,94,018HONDA CITY V-TEC 9,08,396

Honda CIVIC :-Pure Exhilaration

Engine Type : i-VTEC,1.8L.

5- Speed AT with PaddleShift, Grade Logic control &Shift Lock.

Synchromesh 5 Forward, 1Reverse.

Colors : Habanero Red,

Galaxy Grey, Bluish Silver, Tafeta White, AlabasterSilver, Nighthawk Black.

Price : CIVIC (MT) 12,35,045CIVIC (AT) 13,13,461

.

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Honda Accord: -

The Unbeatable Accord

Unrivalled 3000 cc engine.

Ultimate in power &aggression, perfection.

5 speed AutomaticTransmission.

Extra ordinary comfortableseating.

Colors : Galaxy Gray,Nightawk Black, Signet White, Desert Mist, Tafeta White.

Price : HONDA ACCORD V-Til (MT) 16,53,789HONDA ACCORD V-Til (AT) 17,33,206HONDA ACCORD V- 6 19,09,011

Honda CR-V :-Live Up

Intelligent 2.4, i-VTEC engine. 5 Speed Manual or Automatic

Transmission. Refined suspension.

Colors : Premium White PearlNight Hawk Black,

Whistler Silver Metallic,Green Tea Metallic, NewRed Pearl.

Price : HONDA CR V(MT) 21,67,778

HONDA CR V(AT) 22,51,936

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PRICING POLICY:-

Pricing Policy is the standing answer of the firm to requiringproblem of pricing. It provides guidelines to marketing manager to solve

appropriate pricing decision. If competition is mainly on price bases theneach marketer generally prices their product at the same time level theircompetition.

Honda Siel Cars India Ltd. Itself sets the prices of cars and themargin of dealers commission is added in the company price list.

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Marketing Department

SR. NO. PARTICULARS Page No1. Introduction 23

2. Marketing Past And Present 24

3. Market Competitiveness 25

4. Emerging Tools Of Marketing Used By Honda 25

5. Marketing Research 26

INTRODUCTION :-

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In common parlance, marketing is the process of selling something at ashop or market place. But the concept of marketing has changed from time totime. Initially the producers used to produce the goods, which they sell. Hereno consideration was given to needs of the consumers. Thus consumers had

no choice but to accept the available product. But now due to development oftechnologies and also with the increase in competition the concept ofmarketing has totally changed. Today the producers produce the goods,which the consumer wants and which provides them satisfaction. Thedefinition of marketing has changed from time to time. Some of thesedefinitions are as follows.

As Defined By H.W.Huegy & R.V. Mitchell: -

Marketing is regarded as the Business of buying and as includingthose business activities involved in the flow of goods and services between

producers and consumers.

As defined By Phillip Kotler: -

Marketing is a societal process of which individuals and groupobtain what they need and want through creating, offering and freelyexchanging product and services of value with others.

Marketing management is the process of planning and executing theconception, pricing, promotion and distribution of ideas, services to createexchange that satisfy individual and organizational goals.

The cars manufactured by Honda are marketed all over the word underthe brand name of Honda itself though the names of the cars vary. TodayHonda has gained worldwide recognition due to its innovated and quality

products. Since its inception Honda not only has build up a reputation ofleading car manufacture in the world but is also a leader in other industries

such as Generators, Robotics, Two Wheelers. It was the dream of SoichiroHonda, the founder of Honda to build up cars that are technologically mostadvance along with price affordability. Today Honda cars have becomeworld famous and it sells its cars in nearly each and every part of the world.

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In India Honda works in a joint venture along with Siel limited. Itmainly has dealer outlets, which work, in various cities of India. One of suchdealer outlet is Landmark Honda.

Though Honda setup the dealer outlets in carious cities only these

outlets do the selling part and customer care along with maintenance of cars.Honda does rests of the managerial aspects from Japan.

MARKETING PAST AND PRESENT :-

Marketing may be defined as the process of exchange between sellerand buyer. But it also involves various other activities such as planning,

promotion, distribution, pricing, services, etc. in order to meet the wants andneeds of both the parties in a transaction.

Marketing does play an important in the development of Honda but thebasic criteria of Honda is always to develop a product keeping in mind thewants and requirements of the consumers. Before entering the Indian market,Honda checked out the requirements of the Indian buyers and then launchedtheir City model, which came out as The Best in its class.

Today renewing their City model and Accord model Honda stillHolds the grip over the Indian buyers and now they have launch new modelCivic and CR-V in 2006.

MARKETING COMPETITIVENESS :-

Each and every business faces competition the automobile industryfaces competition. Honda also faces competition from some of the otherworld class car manufacturers like:

1. Daimler Chryler India,2. Fiat India,3. Ford India,4. Skoda

5. Mercedes Benz6. General Motors,7. Hindustan Motors,8. Hyundai Motors India,9. Maruti Udyog,10.TATA Engineering.

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The company has with held its position in this stiff competitionalso. The main reason behind quality of the product and the trust, which ithas gained from the consumers.

Competitive Advantage :-

Honda products in the world are regarded as the most innovativeand advanced in terms of technology. It has been a world leader intechnology right from its inception. its v-tech engines and v-6 engineshave 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 modelAll new CR-V 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 theever- growing competition.

HSCI uses various latest marketing tools. One of such tool is that ofweb facility. The company provides full information about any of its

product on the Internet. They also have an online feedback form wherebythe customers can view their ideas about the products and other queries tothe company. Moreover other strategy, which Honda uses to stay with thegeneration, is by modifying their cars at a certain fixed point of time .This strategy gives them an edge over their competitors and also developscuriosity among the customers.

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MARKETING RESEARCH :-

MARKETING RESEARCH is the systematic design, collection,analysis and reporting of data and finding a reveal to a specific marketingsituation 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 commonlyused method. In the research the attributes that come above are: -

Effective Marketing Research involves the following steps :-

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Define the problem & Research Objective

Develop The Research Plan

Collect Information

Analyze The Information

Present Findings


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Research Methodology

INDEX

SR. NO. PARTICULARS PageNo

1. Introduction 28

2. Research Objective 28

3. Develop the Research Plan 29

-- Date Sources 29

-- Research Approaches 29

-- Research Instruments 29-- Sampling Plan 30

-- Contact Methods. 31

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Introduction: -

The Research Methodology is the method or path used in studyingthe problem. If indicates the path of research objective to findings.

Research Methodology or Research design is a method about howto go with the research what will be the Schedule of research etc. Itanswers the questions like what type of research should be done, whatshould be the sample size, what type of data should be collected, whatwould be the data collection tool, how the data will be interpreted andhow findings will be implement etc.

Research Objective : -

Marketing research is the systematic design, collection, analysisand reporting of data and findings relevant to a specific marketingsituation facing the company.

The first step calls for the marketing research to find the problemcarefully and agree on research objective a problem well defined issolved. The main objective of my research work is to find out ConsumerAwareness 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.

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Develop the Research Plan : -

The Second Stage of marketing research calls for developing themost 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 secondarysource. The primary data are the original data which collected by theresearcher only, and the sources for the primary data are consumers,dealers, salesman etc. The Secondary data are the readymade. Datacollected 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 sourcecollected through customers of the Rajkot district.

Research Approaches :-

There are various approaches of research primary data can becollected 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 aboutpeoples knowledge, beliefs, preferences and satisfaction directly.

Research Instruments :-

The best instruments in collecting primary data for research arethe 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 mainingredients of a good Questionnaire.

Sampling plan : -

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After deciding on the research approach and researchinstrument, it is necessary to design sampling plan. This plan consistof 3 main decisions :

Sampling Unit: -

Sampling unit should be clefined in a research the targetpopulation that will be sampled. Once the Sampling unit isdetermined, a sampling frame must be developed so that everyonein the target population has an equal chance of being Sampled Inthis regard, the sampling unit for this survey is all the customerswho visit Landmark Honda. The Survey is done at the LandmarkHonda only.

Sample Size :-

How many people should be surveyed? Large samples givemore reliable result then small samples. However, it is not possiblefor each & every unit of population to get selected as a sample.samples of less than 1% at the population can often provide goodreliability given a credible sampling procedure. So I had decided totake the sample size of 100 customers from Rajkot only.

Sampling procedure :-

How should the respondents to be chosen? I have selectedcustomers of Rajkot .

Contact Method : -

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Once the sampling plan has been determined, it must be decidedhow the subject should be contacted. There are mainly four method tocontact the respondents; mail, telephone, personal or direct contact andonline interviews. so for my research I had selected the direct/personal

contact. As it is the most effective method, the interviewer can askmore questions and record additional observation about therespondent. This method is require more administrative planning andSupervision and also takes much time for survey but give moreeffective result also.

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Data Analysis and Interpretation

Q. 1 Gender :-

Result:-

Gender Respondent

Male 64

Female 36

Graphical Presentation:-

Interpretation:-

The above chart shows the gender of the respondents, from thetotal sample size of 100, there are 64% male & 36% Female.

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Male

Female

36% 64%


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Q. 2 Age Group :-

Result:-

Age Group No. of Respondents

20 to 30 years 12

30 to 40 years 42

40 to 50 years 30

50 Above 16


Interpr

etation: -

According to the result, we may see that most at the consumerwho came to enquire about Honda are from age group of 30 to 40years. Not only that, 30 consumers were from mid age group of 40 to50 and 16 consumers were above 50 years which shows the carscharacteristics. We can say that the Company is successful in targetingthe right consumers.

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0

10

20

30

40

50

20 to 30 30 to 40 40 to 50 50 Above

Age Group

Respondent


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Q.3 What is your Educational Qualification ?

Result:-

Education RespondentsUnder Graduate 23

Graduate 29

Post Graduate&above

17

Professional 31


I

nter pre

tati on:

-

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.

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Respondent

Education

Respondent

0

5

10

15

20

25

30

35

Under

Graduate

Graduate Post

Graduate

&above

Professional

Respondent


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Q.4 What is your Occupation?

Result:-

SR. No. Particulars Respondents.

1 Business 31

2 Industrialist 6

3 Profession 22

4 Service / job 21

5 Student 12

6 others 8


Interpretation:-

The above chart shows the occupation of the respondents, fromthe total sample size 100, According to the research for consumerawareness most of the consumers are businessman and minimumconsumers are industrialist.

Q.5 What is your approximate annual Income?

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0

1 0

2 0

3 0

4 0

B u s in e s sIn d u s tr ia l is tP rof e s s io nS e r v i ce /

jo b

S tu d en t o th ers

occupation

Respondent

28


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Result:-

Particulars Respondents.

Less than 3,00,000 153,00,000 -5,00,000 28

5,00,000 -10,00,000 26

10,00,000 Above 11


Interpretation:-

Out of 100 customer, 80 customer are earning so out of 80customer.

19 % are lower class level.

35 % lowers middle class people32% middle class level14% upper class level.

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Income

0

5

10

15

20

25

30

less than 3

lacs

3 to 5 lacs 5 to 10 lacs 10 lacs

Above

Respondent

28


38/64

Q.6 Do you have a car?

Result:-

Particulars RespondentsYes 56

No 44


Interpretation:-

From above chart we may conclude that from 100 consumersselected for research , 56 % already having their own car, where as44% not having any car currently. .

-- 38--

Respondents.

Yes

No

44%56%


39/64

Q.7 If yes, which car do you have?

Specify the product name

Result:-


Honda 15

Tata 24

Hyundai 18

Ford 6

Maruti 21

other 16


Int

er pret

ati on:-

From the above data most of the consumers have TatasProduct and Maruti Product because of less prize.

-- 39--

Brand name0

5

10

15

20

25

Honda Tata Hyundai Ford Maruti other

Respondent

28


40/64


41/64

Q.9 Which car you want to buy from Honda company ?

Result:-

Car RespondentsHonda City ZX 42

Honda Civic 28

Honda Accord 18

Honda CR-V 12


Interpr

etation :-

TheabovechartShowsthat mostof the

consumers want to buy a Honda City and minimum consumers want tobuy a Honda CR-V.

-- 41--

Car

0

5

10

15

20

25

30

35

40

45

Honda City ZX Honda Civic Honda Accord Honda CR-V

Respondent

28


42/64

Q.10 From which Source do you come to know about Honda

company ?

Result:-

Particulars Respondents

Friends 58

Advertisement 26

Companys Executive 16


In terpretati

on:-

Fromabovechart it isclears thatmost of theconsumerknowabout

Hondacompany by their friends and minimum consumers know about Hondacompany by companys Executive. .

-- 42--

Respondent

28

0

10

20

30

40

50

60

Friends Advertisement Companys

Executive


43/64

0

2 0

4 0

6 0

8 0

P ric e P ro du c t B ra nd

N a m e

H o n d a

Services

Q.11 While purchasing a Honda car, which factor influence yours

decision Most?

Result:-


Price 20

Product 5

Brand NameHonda

63

Services 12


Interpretation:-

The above chart shows that majority of the consumers agreedwith Brand name and minimum consumers agreed with the product.

-- 43--

Respondent

28


44/64

Q.12 While purchasing Honda product, which factors do

you want from following ?

Result:-


Comfort 14

Looks 34

Price 10

Mileage 42


Interpretation:-

The above chart shows that most of the consumers want a lessMileage in Product. And minimum consumers go for products price.

-- 44--

0

10

20

30

40

50

Comfort Looks Price Mileage

Respondents


45/64

Q.13 Would you like to purchase a Honda product?

Result:-

Answer Yes NoRespondents 63 37


Interpretation:-

Because considering all the above factor, most of the consumersare sure to purchase a car. Where as rest of the consumers are not sure to

purchase a car. This shows consumers awareness and determination inthe mind of themselves by this way one may get maximum responsefrom the consumers and turn their visit in a successful sales deal.

-- 45--

Yes

No.

63%37%


46/64

Q.14 While purchasing any Honda product which benefits do you

consider most?

Result:-


Services 24

Warranty 30

Schemes 28

Other facility 18


Inter

pretati on:-

Theabovechartshowsthat,most of

theconsumer want warranty as a benefits..

-- 46--

Respondents

Benefits

0

5

10

15

20

25

30

Services Warranty Schemes Other facility


47/64

0

10

20

30

40

50

60

70

Reference Adds: T.V.

News Paper,Magazine,

Hoarding

Others

Q.15 From following promotional activity by which do you

aware about Honda company?

Result:-


Reference 61

Adds: T.V.,News Paper,Magazine, Hoarding

24

Others 15


Interpretation:-

From the above chart it is clear that most of the personsknow about Honda company by other reference.

-- 47--

Promotional Activity

Respondents


48/64

Q.16 What do you feel about activities like discount, loan, festival

offers of Honda Companys Showroom?

Result:-

Answer Excellent Good Ok Poor

Respondents 44 30 18 8


Interpret

atio n:-

The above chart shows that , the consumers want some benefitswhile purchasing a car, the consumer rated the activities as of the bestnature and this replay was as most of them rated as excellent and good.

-- 48--

0

10

20

30

40

50

Excellent Good Ok Poor

Responden

ts


49/64

Q.17 How do you rate dealership showroom facility in terms of

appearance, comfort, cleanliness, car display and layout?

Result:-

Answer Excellent good Ok Poor



Inte

rpreta tion:-

Theabovechartshowsthat

The customers rated the dealership showroom facility as of the best

nature and again replay was positive side most of them rated as good..

-- 49--

0

5

10

15

20

25

30

35

40

Excellent good Ok Poor

Respondents


50/64

Q.18 How do you rate the time period taken to deliver vehicle

from booking date till final delivery date.

Result:-




Int

erpreta tion:-

Theabovechartshows

that when this question was put forwarded to be customers the replay

was in the affirmative as almost all rated the deliver vehicle frombooking date till final delivery date to be of the best nature..

-- 50--

Respondent

s

0

5

10

15

20

25

30

35



51/64

Q.19 How would you compare Honda car with other

competitive Brand ?

Result:-




Int

erpreta tion:-

Thisresultshowstheeffect

of the car on the mind of the customers. From all 100, most thecustomers replay was excellent and minimum customers rated with thecar as poor. This is unavoidable as one can not make anything like

perfect in all respect because tastes and nature of each customer isdifferent and it affects a lot on their choice.

-- 51--

0

5

10

15

20

25

3035

40


Respondents


52/64

Q.20 How was the overall experience at the

Honda premises

(Landmark Honda) you visited ?

Result:-

Answer Excellent Good Ok PoorRespondents 32 44 24 0


Interpretatio n:-

This datashowstheoverall

experience of all 100 customers who visited the showroom. The overallexperience of the entire customer with the dealership was goods as theyrated the sales deal as a nice experience. Neither of them found any faultduring the deal.

Q.21 Give your suggestion about Honda Company.

-- 52--

Responde

nts

0

10

20

30

40

50

Excellent Good Ok Poor


53/64

Objective:-

To give the consumers thoughts space where he may express hisviews or drawbacks of the car, to let him point out any thing to beimprovel in the car, about Service or anything relating to the car.

Customers want a small car, which can be affordable to a commonman as a result everyone can enjoy the benefits of Honda.

-- 53--


54/64

Overall Findings

As we see in the previous pages of analysis, the emphasiswas on the study of the consumer awareness which is the topic ofthe study the overall analysis of these all findings will conclude the

fact and suggestions which came to know by this analysis. All theconsumers are well aware about Honda Company and all of theconsumers have agreed that the Services of give by the HondaCompany is very good.

-- 54--


55/64

CONCLUSION

The industrial training and preparation of this report have been veryuseful for me to get a look into the real business environment whether it isexternal or internal. The opportunity given to me has created the

awareness of real business world and extraordinary knowledge in theexcellent field of marketing. Honda is fulfill three parameters likemaintenance , excellent mileage, advance technology hence the successratio is high.

HSCI is forgoing ahead into the new millennium rapidly. HSCIalways be the first to introduce the technologies of the future to theconsumer and always be in the disciplined mode of achieving perfectionin 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

-- 55--


56/64

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. Ihave analyzed Rajkot corporate with the total sample size 100 only.Therefore the analysis may not show a clear picture of the Rajkotcorporate.

2. Time and cost were always a constraint.

3. I conduct survey only on corporate so it gives only corporate dataand not data of others customers.

4. Respondents were not open in providing the required information.

-- 56--


57/64

SUGGESTIONS

It is not enough to understand and learn about concept of amultinational say for example HSCI, but from my study I would like torepresent following suggestions that should be taken considerably by the

company.

1. Company should also try to introduce a small car, which can beaffordable to a common man as a result everyone can enjoy the

benefits of Honda.

2. Company should try to improve production so waiting period isless in comparison of demand.

3. Company should a increase the range of product to fulfill differentneed of different customer at different level.

FUTURE PLANES

-- 57--


58/64

Honda India To Invest $33 Million To Expand Capacity :-

On Wednesday, December 14, 2006, The Indian unit of JapansHonda Motor Co. will invest 1.5 billion rupees ($33 million) to expand its

plant capacity to 50,000 units a year from 30,000 and will double capacityby 2010.

The expanded capacity will accommodate its recently launchedCity ZX model and the CIVIC, which will hit the roads in 2006, It alsoincludes an enhanced engine assembly unit, a separate door assembly areaand a spare parts warehouse, the company said in a statement.

The latest investment plan will take its commitments in India to 8billion rupees, the company said.

The firm also makes the Accord family saloon at its plant in theoutskirts of New Delhi and imports fully built CR-V sport utility vehicles.Honda mainly competes with the Indian units of Ford, General Motors aHyundai, beside leader Maruti Suzuki and Tata Motors.

Honda to invest Rs 700 cr in next 5 years:-

On Tuesday, December 13, 2006, NEW DEHLI, Honda Siel cars

India (HSCL) on Tuesday said it would be investing Rs 700 crore in theIndian Market over the next five years. The money will be used forcapacity expansion as well as new launches, HSCL President and CEO,Masahiro Takedagawa told reports in New Delhi.

-- 58--


59/64

BIBLIOGRAPHY

For getting the information for the aspects of theory and practicalknowledge. I have referred below listed Books and Web Sites:-

1. Marketing Management Pholip Kotler.

2. Marketing Management Sherlekar.

3. WWW.WHATAHONDA.COM

4. WWW.HONDACARINDIA.COM

-- 59--
http://www.hondacarindia.com/http://www.hondacarindia.com/


60/64

Market Research On Consumer Awareness 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 year50 Above

3. What is your Educational Qualification ?

Under - Graduate

Graduate

Post Graduate

& Above

Professional

4. What is your Occupation?

-- 60--


61/64

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

HondaTataHyundaiFordMarutiOther

8. Are you aware about Hondas Product ?YesNo

9. Which Car do you want to buy from Honda Company?Honda City ZX

Honda Civic.

-- 61--


62/64

Honda Accord

Honda CR-V

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 ?YesNo

14 While purchasing any Honda Product which benefits do you

consider most?

Services

-- 62--


63/64

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 ofHonda Companys Showroom?

Excellent

Good

Ok

Poor

17. How do you rate dealership showroom facility in terms ofappearance, comfort, cleanliness, car display and layout?

Excellent

Good

Ok

Poor

18. How do you rate the time period taken to deliver vehicle frombooking date till final delivery date.

Excellent

-- 63--


64/64

Good

Ok

Poor

19. How would you compare Honda car with other competitiveBrand ?

ExcellentGood

Ok

Poor

20. How was the overall experience at the Honda premises(Landmark Honda) you visited ?

Excellent

Good

Ok

Poor

21 . Give your suggestion about Honda Company.

honda market ressearch

Documents