ravi honda unicorn

7/29/2019 Ravi Honda Unicorn

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CHAPTER-1

INTRODUCTION OF THE PROJECT REPORT

Aims and Objectives of the Project Report

Scope of Study

Methodology Adopted

Limitation of the Study

Acharya Tulsi National College of Commerce, Shimoga 1 | P a g e


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INTRODUCTIION TO PROJECT REPORT

Shimoga is a beautiful city, located in a heart of Malnad, situated

with hill, and mountain, the city has a business of different kind and

provides shelter for various professionals and others even in the field of

agriculture it has developed to great extent b providing encouragement to

plantation crop such as areca nut, coconut etc. As a result the people will

have a craze of purchasing four wheelers and two wheelers, two wheelers

has become more popular specially among the middle class and rich class

people of the city.

Two wheeler is also convenient and comfortable for everyone,

Honda Unicorn.

1. One of the dreaming bike of younger as well as elder generation of theword.

In modern world, the two wheeler have become so popular that it is

deemed to be the best means of individual transportation in the city. In

fact it has become a fashion to ride the two wheeler in the city. the people

in the city and remote area are having a craze of purchasing a two

wheelers, it odds to the personality of an individuals and act as a means ofquick transportation. But to increase the importance and demanded for

two wheeler in the Malnad city of Shimoga. I have selected this topic my

project report. This topic offers details. I arising marketing of two

wheeler in general and market performance and market shares of HONDA

UNICORN and also study of market position of SONA HONDA,

Shimoga.



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This Project report attempts to bring about details regarding history,

improving of models. Its competition in present market and also in

recent planning of two-wheeler in India. More stress is given towards the

case study of Sona Honda as Shimoga to study the marketing performance

of HONDA UNICORN bike in Shimoga City. To provided certain

valuable suggestion for the successful marketing of the bike by adopting

suitable marketing strategy.

AIMS AND OBJECTIVES OF THE PROJECT REPORTL

The aims and Objectives of this Project Report are as follows.

To analyze the marketing strteg of Sona Honda, Shimoga.

To Know about the different mother bike in India.

To analyze the sales performance of two wheelers in Sona Hond.

To study the history of two wheelers in general.

To analyze the problem related to marketing of two wheeler and

specific problem confroned by Sona Honda.

To Know the consumer performance toward, Sona Honda bike.

To Partial fulfillment of the requirement of the BBM degree. to

give suggestions for improvement of marketing strategy of SONA

HONDA motors.



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SCOPE OF STUDY:

The scope of this project contains the customer performance

towards HONDA UNICORN at SONA HONDA in Shimoga City. This

report also includes the efforts that have been taken by the HONDA

MOTOR CYCLE AND SCOOTER INDIA PVT LTD. Sona Honda

Shimoga to improve the quality and to push up the sales of HONDA

UNICORN.

India is the most popular country with over 60% of the population

belongs to the middle class or a bit lower middle class. They cannot afford

to buy a car which is most costly compared to a two wheeler. Thus two

wheelers have become necessity and luxurious item to the majority of

population. Now rich class people also prefer the two wheelers. This

report contains survey findings of middle class and rich class consumer inorder to get a better view of the Topic. The two wheelers being a long

lasting product the survey includes the part purchases and a few

prospective buyers of the product.



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METHDOLOGY:

In this Project Report both primary and secondary information have

collected to bring out this Project Report.

Primary data have been collected through the personal interview

with selected owners. The selection of respondent was made on the basis

of seminar. Questionnaires are prepared in structural manner and issued

to respondents for the purpose of analyzing the market performance of

SONA HONDA, their sale analyzes and other details have been collected

from dealers of motor bike, Shimoga.

LIMITATION OF STUDY:

This project report has some limitation they are as follows.

It is not possible to get exact correct information from the common

man regarding technological aspect fully. But attempt have been made to

see that bias doesnt take place and extract answers to make the study as

realistic as possible.

There are many chance of customer justifying the purchases

whether it is wrong or right. This creates a bias in response.

The scope of the stud is limited to Shimoga cit only and influences

have been drawn with the help of the opinions of the respondent of

Shimoga City. Therefore there are chances of influences becoming

unsuitable in such markets environment which have completely a different

set up of market trade.



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Since this project report covers the middle class and rich class

buyers, it is not possible to get an over all view of the society towards two

wheelers.

Even though this project is subject to the above limitations, all

necessary attempt have been made and precautions have been taken rare

out bias and extract correct so as to make this study as realistic as

possible.



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CHAPTER-2

HISTORY OF TRANSPORTATION AND MOTOR CYCLES

History of transportation

Development of Transportation

Development of Automobiles

History of motorcycle

The Development of the machinery

Manufacturer of two wheelers in India.



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History of transportation:

Transportation has its own historical background. We can see the

activity of transportation from the time of civilization transportation

means nothing but movement of man and his material from one place to

another in any part of the earth. It is a conveyance and the act of

transporting from time immemorial, man has been able to move him

powerfully influenced by ease in any surface of the earth.

In spite of the modernization, man by harnessing nature whether it

be directly or indirectly has explored and exploited the resources of the

earth, the wheels, the sails, the stream engine the internal combustion

engine, the electric motor are few land mark in transportation the greatest

breakthrough man in the technology of flight-promise of 21st Centuryapproached to be capped by the rocket engine by this man was free from

dependence on the earth atmosphere sand permitted him to visualize

travelling to the other place.

Development of Transportation.

Before the close of 19th Century, although for two decades, therewas much experimentation in the construction of vehicles powers by the

internal combustion engine. The full import left by other forms of

transport was not until the motor car was mass produced.

Before the first world war road transport which had began to

Enrich the roil and waters made great strides between the war and



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challenged rail at the chief of both passenger and goods in the two

decades following world war second.

Development of Automobiles:

Automobile is nothing but a self propelled passengers vehicle,

designed to be operated on ordinary road may be called an automobile.

According to service rendered the general motor vehicle may be

classified into several types motor car, motor cycle, scooters etc. These

entire vehicles certainly require fuel. This fuel may be either petrol or

diesel. They are essential fuel required for automobile operation but in the

present circumstances, as his known to all the natural resources of the

petrol and diesel being consume rapidly which alert us the new fuel for

which experimentation is going on for instance of solar energy is trying to

be experimental with.

History of motorcycle:

A motor cycle is a vehicle in which the principle of bicycle and

internal combustion engine are combined. The internal combustion

engine generally in a gasoline engine, the term covers a range of machine

from 50cc, piston displacement tor bellow 9mopeds or motor cycle) to1000 cc multiple cylinder models of which the US HARLEY

DAVIDSON and Indian V. TWENS, the british 10000cc. square four

aerial and the 4 cylinders. Italian M.V. AUGUSTA representative the

term motor cycle also cover motor scooter which have until from 50cc to

250cc.



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An Englishmen, Edward butter, built the first motor cycles in 1884,

but the first motor cycle to appear publicity was on built by Goltlied

Damier of cons tract, Wuthembua of Germany in 1885. Motor cycle did

not attain even slight public popularity until towards the end of 19th

century. French and Belgium designers and motorcycles manufactures

and use of motor cycle increasing steadily throughout first 30 year of the

20th century. In both world wars, motor cycle, were widely use for

military purpose and after world war second, an appreciation of the value

of two-wheeler laid the foundation for the remarkable revival of public

interest in motor cycle, mopeds and scooters, in the united states the years

after the world war 2nd witnessed a revival of interest that could be

compare with the western Europe.

[

Although at time, the continuing popularity of two wheelers

transport has been question, there is no doubt that it was firmly

established in the 2nd of the 20th century the motor provided a mean of

individual power transport combining reliability. Economy and comfort.

young people had always been quick to appreciate it. Advantages

moreover the sporting and travel appeal of te two wheelers expended

yearly.

Development of machines:

The development of motor cycle users study in teh formative years

positioning of te power unit varied but by 1910 designing has recognized

that the most practical point was low and central, later motorcycle engine

units were carried in twin tubs card less were build up from tubing joined

by either welding or brazing.



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Early single colander commercial motor cycle persistence in the

second half of the 20th century. Most models of than 250cc were four

stroke in which value we employed with the compression firing in one

direction (upward or downward) only many bellow else capacity were two

strokes, compression firing being on both strokes through a succession of

passenger wall and parts, the European method of ration an engine is by

the volumetric displacement of the position in cubic centimeter.

Manufacture of two wheelers in India:

Most of the two wheelers industry doesnt manufacture all the parts.

They place order to best industry, which has capacity to manufacture the

right quality and quantity in a given time, some industry purchased spaces

from small scale industry because to develop small-scale industries as per

government industry. These two wheelers manufacturer industry

manufacture only the main part like engine, gear units, wheel drums etc,

where as they purchase carburetor from worlds best manufacturer like

SPACO, MICRO 130 ORBITAL because this is the part which

help for better mileage. The industry purchases tires and tubes bearing

speedometer, shock observers, horns, bulbs, cables from recognized

industries and they purchase wirings, plastics and fiber parts, seat etc scale

unit.

In the foreign section steel sheet are converted into needs like body

cover, chasses and then welded it is then pointed through electrolysis



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process. Then the parts are assembled in the assembled section. The

vehicle is then taken to test drive on test track. If the vehicle perform well

their standard vehicle is ready for dispatch. The horse power rating state is

used in some countries include the united state, a rough equivalent in

between 8 to 10 HP per 100 cc for model with 2 to 3 cylinder.

Multiple cylinders ensure smooth running and because light weight

models were cheap to run and easy to maintain. Two of the formats

British design the4 stroke 100 cc water cooled velocity (E and the 2 stroke

250 cc aerial ) arrow had won for themselves for most position.

Combustion and ignition were greatly improved over even the method of

year earlier and be little resemblance to the sedimentary forms an pioneer

motor cycles. The combustor was compact and reliable instrument

measuring the sparely the preposition of fuel and air admitted the engine

cylinder for expansion and able to serve indefinitely without major

adjustments. Elementary tube ignition given way to advance form of

electrical generation by means of the magnetic or an induction coil. The

magnet was either separate piece of mechanism drive from the engine by

means of grassing a chine or more integral with fly wheel.



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CHAPTER-3

INTRODUCTION TO PRODUCT

Introduction

Technical Specification

Feature

Standard test condition



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Introduction to Product

The Honda UNICORN was first introduced in SONA MOTORS,

Shimoga at 2004. This is a style bike. This is Japanese technology Model

bike. This is introduced by HONDA Company Limited. This is the first

diamond shaped technology bike and very comfortable bike. This bike is

and jested b over drive and business standard Motoring.

Honda Unicorn is the first Tuff up tube and MONA SUSPENSION

used bike of the India it is a Powerful economical and stylish bike of this

bike is Manufacture by taking in the mina of both college student and

officials its suits both category people because of its power and unbeaten

style.

This is the 149.1 cc with 4 stroke air cooled OHC single cylinder

engine with mileages of 60 KMPE (In Indian mode) this is one of the

India most a prestigious tribute to a technologically superior bike. This is

a twin advantages by feature totally the choice one bike of the years. This

bike is very powerfully it can reach 60 KM Speed with in a 5 fraction of

seconds. This bike have a facility of the self starter and full up table so it

is very rush free bike so it is bike of demo.

Technological specification:-

WEIGHT AND MEASUREMENT

Kerb Weight - 139 Kegs (Kick)

142 Kg (Self)

Length 2090 MM

Width 750 MM



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Height 1095 MM

Wheelbase 1340 MM

Fuel tank capacity 13 Ltr

Reserve 13 Ltr

PERFORMJANCE

Accelerator (0-60 KM) 5 sec

Mileage 60 KMPL

BODY

Frame Advanced design demand Frame

Front suspension telescoic frock

Rear suspension Advanced technology more suspension

Front tire 2.75-18

Front break tier 240 MM disk

Rear break type 130 MM Drum

ENGINE AND TRANSMISSION

Engine Type 4-Stroke air-cooled OHC single cylinder

Displacement 149.1cc

Net Power 13.3 bhp@8000 rph (9.9 K.m0Torque 1.3 ch.qm @ 5500 rph (12.8 K.m)

Air filter Paper type

Corroborator cv type

Transmission Constant Mesh, 5 Speed gare

Gear Shift Patter 1 down 44P



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Electrical

Ignitions Digital CDI (multi Mapping)

Stating Kick/self

Battery 12.2.5 Ah ()Kick) /12-7 Ah (Self)

Head lamp Haloquen 12v/35 w

Features

1. Pick up.

Clocking 0-60 in amazing 5 secants, the unicorn boasts the best

pick up in its class with cutting edge technology like cv carburetor, 2 way

air jackets, pulse exhaust system and offset crank. So its sit and relax

while you zoom off to your destination.

2. Mileage:The unicorn delivers, an incredible 60 Kms to a liter with its

aerodynamic body and a newly developed engine from Honda that

develop high torques at a low RPM, with technologies like 5 speed gae

box roller rocker arm and malty mapping the unicorn is engineer to ensure

a perfect balance of pick up and mileage.

3. Style:

Showing off the best in international styling the unicorn is intensely

to make head turn. From a racy front face and masculine fuel and to the

sleek rear cowl and unique mono suspension, each and every part is

simply a work of art that excellent style. The unicorn is a perfect fusion

of sporty and macho design.



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4. Stability:

Crafted to render only the smoothest, drive the unicorn all about the

attention to detail Fitted with the stale of the art mono suspension and a

strengthened and more flexible demand frame. It take all kind of road

shock with absolute ease in any Indian riding condition, and also provide

ample space for the rider and pillion but enable, a strain and fatigue free

posture for long drives.

Convenience:

The unicorn comes with a multitude of convenience. It is the only

motor cycle in India that comes equipped with a puncture resistant up tube

in te rear tire, which minimizes in silence of sadden puncture by 70%, a

state of the art primary kick and storage place under a seat, unicorn has a

self start version. Which offers you ease of starting up just at the push of a

button?

Fatigue free riding posture:

Ample seating & pace and comfort riding position based on the

human engineering provide, fatigue free ride for both rider and pillion

ever on long drives.

Mono Suspension for comfort riding:

State of the art mono suspension fitted on a tough yet flexible

diamond frame gives the smoothes drive in all Indian riding condition.

New age stunning look:

Unicorn can make head, turn by flouting the best in international

styling. Racy front face, aerodynamic cowl, classy double tail lamp, every

part of unicorn exudes style in addition the all new sleek graphic; furtheradd to the style appeal.



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Vibration free dampers.

The vibration dampers on the handle ensure a vibration free aril for

stability and a fatigue, ride even in heavy traffic.

Standard test condition:

Important and special features:

The power of HONDA UNICORN is four superior to any other

bike in the test.

The Unicorns digital ignition is the most advanced ignition system

in this shoot out and kin to mapped ignitions in cars.

The HONDA UNICORN also offers the best technology for your

money with a cv carburetor and a digital ignition.

The UNICORN comes out in top speed and initial pickup of 0-60

Km speed within 5 seconds. The HONDA CB UNICORN comes out to

the best double digit BHP 4 stroke bike & in the country.

Honda CB Unicorn is the first full tube bike in India.

The phenomenal straight-line stability and able handling strong

engine performance couple with technology wizardry. Yet unseen on any

Indian two-wheeler manes enough of a case to make it our choice. And

its fuel efficiency cements its posiiton further without a doubt.



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CHAPTER-4

A PROFILE OF THE COMPANY

Introduction

History

Honda Products



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The Profile of the Company:

The Honda Motor Cycle and scooter India Pvt. Ltd, is a newly

established company. It is a branch of Honda Company. The Honda

Company was establishing in 1981. Then it was concentrated only on

four-wheeler but after it started concentrate on 2 wheelers in all over the

world. But in India they were started introducing their two wheelers after

2000.

A company was international market and when the sales were

zooming the annual sales of the company was 86.507$ and with the

production capacity of 3.6 million vehicles per year. Here they

manufacture both scooters and bikes. Its manufactory vehicles in India re

UNICORN, ACTIVA, DIO, ETERNO. Now company is planning to

introduce new 125cc bike named SHINE.

In 1981 the company started a marketing department because of the

competition in the two wheeler industry. HONDA company is not

concentrating more on TV advertisement but are giving add only dailies

and weeklies.

They started sponsoring motor rallies, and motor cross this

company finance their own manufactured products. Their dealers are the

authorized person to deal with finance for their regions.

Honda Company Limited network all over the country sales service

and spares. It is a highly technological basically company. All the

machines of products are Japanese model. Only Japanese technology and

spares are used in their two wheelers.



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Honda Company Limited Manufactures the following Vehicles

HONDA CB UNICORN

It is stylish and powerful bike of the year. CB UNICORN is the

product of HONDA Company Ltd. It is a 149. 1 cc engine, having speed

gear, 4 stroke engine first time in India available in the electrical starter as

a separate model. However the added auto decompression gives on easy

kick-start always. This is No. 1 choice of the youth.

CB UNICORN is the indeed good bike, if you are looking for a

bike which does not compromise on power and mileage than year choice

is restricted to just one. The CB UNICORN has a 15cc 12 BHP engine

that tive you inscrutable power, its technologic at edge over other bike is

in its built in computer, also cashed the digital ignition system. This

determines the optimum ignitioin timing with variable speeds to give youimage power and pick up and intelligent corroborator that ensure every

drop of fuel is utilized for unmatched fuel efficiency of 60 Kmpl.

CB UNICORN facing a competition with its category bikes like,

APACHI, CBZ, and PULSUR. But its average sales compare to other

bike is high because of its some special features like mono suspension,

tuff-up tube and demand shape frame structure.

Biking biggest price of the year goes to the technology brilliance

CB UNICORN which is an proficient motorcycle are any India has ever

seen. Rarely has there been a unanimous choice for the No. 1 bike

position among all leading auto magazine is it them any surprise that

UNICORN is so popular today among the Indian youth.



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2. HONDA ACTIVA: Designed for every one

Honda activa is the large selling scooter in India. The 80% sale of

Honda two wheeler belongs to HONDA Activa. It is designed for all

category and all age people so it has a good demand in market. It is a

power of scoter of 102 CC with a 6 ltr. Tank capacity. It has a specialty

like tuff up tube, electrical start, space under seat box multi reflector light

etc.

3. DIO

_Get notice

One look at the DIO will tell you its more an accessory than a

mere convenience as Indias first motor scooter. It blends the look of

motor cycle with the comfort of scooter. The body mounted hand lampand sleek indicator leap right of the front. Ample legroom gives you an

elegant poise. The body tapers into the tail light and at continue to draw

attention of course, this quality us to have the last world on style. If there

ever existed an attention magnet, the DIO is it.



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CHAPTER-5

A PROFILE OF SONA HONDA

Introduction to SONA HONDA

Organization chart of the firm

Price list of the two wheels of SONA HONDA

The sale figure of the brand vehicle

The sales figures of the HONDA CB UNICORN



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PROFILE

The exclusive show room is set up in B.H. Road in front of Shanthi

Agency. It was started on July 2004 by the name SONA HONDA.

After the incorporation of the firm it is looked after by the some

directors and managing director. HAJI SULAIMAN is the active person

of the firm he working as a managed director of the Sona Honda. The

credit of the success of goes to this person for his remarkable involvement

in setting of the foundation for marketing Honda two wheeler.

SONA HONDA is the authorize dealer of the HONA two wheelers

It is a Japanese based company. Now Sona Honda mainly concentrating

on the only 4 Honda two wheelers namely. Honda CB Unicorn, HondaActiva, Dio. HONA ACTIVA is their main product because 80% of their

sale contains Activa. SONA HONDA not only concentrate on the sale of

the two wheelers it also concentrate on the spare parts and service to its

customer.

SONA HONDA is the main branch in Shimoga for selling HONA

bikes and spare parts and service to Honda two wheelers. Like SONA

HONDA in Shimoga Honda Company has a main branches in other

districts of Karnataka they all are interrelated with SONA HONDA for to

maintain demand and to increase the sale of HONDA two wheelers such

main branches which inter connected with SONA HONDA are as follows.



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GEM MOTERS - Davanagere

NANDI HONDA ` - Bellary

PALACE HONDA - Mysore

SHREE HONDA - Hassan

CENTURY MOTORS - Tumkur

SAQUR HONDA - Mandya

Capital investments of the capital investment was made by

HONDA Company through is share capital and remaining investment is

made by the some director of the Sona Honda.

In which they invested 30,00,000 on the land and building. 250000on the working capital and remain on the furniture. Scurry deposit, salary,

lighting and other expenses.

Competitors:

SONA HONDA is the recently established firm, now a day for to

stand in the marked for any product and firm is difficult job because ofcompotators. SONA HONDA form the beginning facing computation

from other showroom some of the important are

SUPREEEM MOTORS

SHANTHI AGENCIES

SANDESH MOTORS



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KARTHIK MOTORS

Now firm planed to introduce two more types of two wheelers of

HONDA Company, which is also purely based on Japanese technology.

Now a day SONA HONDA also started reaching its 80% of target sales.

Infrastructure system of the firm

1) Land and Building:

The firm has a sufficient space for the land and building. The whole

building is divided into three section first past consist for vehicle display,

counter section, cash section, waiting place, and chamber for manager and

second section is kept for spare part display and spare parts storage and

last section is kept for service area which contain some machinery and

usage.

The plant layout of the SONA HONDA

5

2 1 2

3

4 4

6 9

8

7



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1) Vehicle display area

2) Customer waiting place

3) Manager chamber

4) Spare counter and storage area.

5) Counting section

6) Workshop supervisor office

7) Minor repair section

8) Major repair sector

9) Work table

10) Oil storage section.

Power:

In the firm electricity plays on important role as service the productby electronic machine. The electric power requirement of the firm is of

15 K.v. showroom consumer power 60 to 100 units. The firm gets 1000

as a average electricity bill.

Machinery:

The firm has a well equipped machinery with water washing

machine and special too with hand tools. These tools are used in service

facility given to the vehicles. Having special facilities like, air

compressor, car washer set and plug checking machine.



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In case of machine or equipment boreal down they lake rapid action

and call expert of that machine to repair it as son as possible so they can

give quick service to the customer.

1. Air Compressor

2. Pressure washer

3. Parts cleaner

4. Bench grinder

5. Bench drilling

6. Hand driller

7. :Plug cleaner

8. Tools equipjments

9. Gas analyzer

10.Hydraulics press

11.Nomadic press12.Bike lifts

13.Generator

14.Office staff of the firm.

Office staff and workers of SONA HONDA includes 19 peoples they are

as follows.MEMBER` No. of POSTS

Managing director 1

Sales department

Sales manager 1

Receptionist 1

Cashier 1



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Accountant 1

DMS operator 2

Spare department

Spare manager 1

Spare PRO 2

Supervisor 1

Spare assistance 1

Service department

Service manager 1

Supervisor 2

Mechanics (head Mechanic) 4Washing boys 2

Sales figure of the UNICORN during the year 2005-06 of SONA

HONDA.



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Organization chart of the SONA HONDA


SONA HONDA

OWNER

MANAGING DIRECTOR

Service

Department

Accounting

Department

Spare

Department

Sales

Department

Service

Manager

Accountant SpareManager

Sales

Manager

Suprevisor Clerk/

Computer

operator

Spare

PRO

Cashier

Head

mechanic

Spare

supervisor

BMS

Operator

Spare PRO SpareAssistant

Receptionist

Washing Boys


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Price list of the two wheelers of SONA HONDA

Activa DIO ETERNO UICORN

(KS)

UNICORN

(ES)

Showroom

Price

37182 38440 33918 50425.67 53414

Insurance 884 906 827 1117 1169

Road Tax 2863 2760 2750 4992 5288

TempRegistratio

n

120 120 120 120 120

On Road

Price

41049 42426 37615 56654.67 59991

Sales figure of the UNICORN during theyar 2005-06 of SONA HONDA

MONTHS SALES

April 15

May 18

June 14

July 16

August 19

September 15

October 19



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November 17

December 14January 10

February 17

March 18

Charting showing sales of CB UNICORN in the year 2001-12



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CHAPTER-6

MODEN MARKETING CONCEPT

Meaning and definition

Modern Marketing

Function of Marketing



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Modern Marketing

Meaning and definitions:

The term marketing refers to gathering of people for

purchase and sale of goods or service. But for the marketing students it is

used on teh economic sense. In th sense it dont refers to the above, but it

refers to the whole regions in which the buyer and seller, are interacted

with on another.

According to the PHILIP KOTEER A market is an area for

potential change i.e. a group of buyer, and sellers interested in terms of

purchase and sale of goods and service the negotiation may be face to face

or through communication.

Modern Marketing Concept:

After 1950 the marketing is not just a physical process of

exchanging goods and service but more than that, according to this view a

purpose of the business is to create a customer creation of customer meansidentifying the needs of customer and organizing the business according

to meet the needs.

Hence according to the modern marketing the firm makes an

organized effort to satisfy the firm makes an organized effort to satisfy the

consumer needs are desires. Hence modern marketing is consumer

oriented in its approach.



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In the words of J.E. PALE Marketing is that pat of business

activity through which human wants are satisfied by the exchanging of

good and service.

Features of Modern Marketing:

Modern marketing is consumer oriented in part business of

objective was to Maximize profit and to increase the sales. But the aim of

the modern business is to satisfy their needs and hence it is consumer

oriented. This is because it is the consumer who determines that what

should be produced and sold in the market.

Modern marketing begins and end, with the consumer. Today

before commencing the production, all efforts are to be mad to know the

want and need of the consumer. In what quality of the product is decidedafter knowing the consumer behavior.

Every firm undergoes, the market research and collects information

about their wants. Such a survey helps to sell the product easily for profit.

Hence modern marketing proceeds and succeeds production. Distinguish

between rational and modern marketing.

Traditional market is concerned with a more physical processconnected with the exchange of goods and service.

It is concern with the creation of customers connected with exchange of

good and service.



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I. It is concern with the distribution and sale of good and products.

2. It is concern with the production, distributiion and sale of good, neededby the consumer.

I. It aims at increasing the profit of a firm.2. It aims at increasing firms profit as well as consumers satisfaction.

1. It having short term goods.

2. It is having long term goods.

1. It succeeds, only in seller market.

2. It succeed both under seller market, and seller, and buyer market.

Sales Orientation:

The failure of a production of a production oriented reshuffle give

birth to th ephilosophyh of the sale orientation. A mere good product is

not enough but need aggresive advertising sales promotion and

publications are top importance.

The assumptions of this philosophy are as follows.

Producing the best product

Finding the buyer for the product

Convincing the buyer to buy the product.

Consumer orientation:



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In this philosophy only such products, are brought into the market,

which are capable of satisfying the taste, preferences, and excavation of

the consumer. To produce these types of products the marketing manager

has to conduct the various type of survey and he should have t collect

market information from various sources. By this method, the products

can be produced which will satisfy the consumer needs.

Social Orientation.

This concept was during 1870-1890 during that period there is an

understanding that the consumer need, and wants should be know first and

matching the products accordingly this concept care, for consumer

welfare like pollution free environment and quality of human life. Hence

social welfare becomes added dimension.



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Functions of marketing:

The various marketing functions are

1. Functions of exchange

2. Buyer

3. Selling

4. Assembling

5. Functions & Physical supply

6. Transportation

7. Storing

8. Warehousing

9. Facilitating functions

10.Financing

11.Risk bearing

12.Market information

13.Standardization and grading.

Function of exchanging:

Buying:

Buyer is the first step of marketing function. It is carried out by

whose sellers, retailer manufactures etc, buying and selling are

insupportable and both happen at same time, seller is the person who sells

the product, and buyer gets the ownership of the product.

Assembling:

Assembling is concerned with collection and contraction of goods

of the same time from different source at a place for further moment.



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Selling:

Selling and buying are compliment to each other in business selling

function is very important. The very objective of marketing to sell the

product at a profit. it is defined as the personal and impersonal process of

assigning persuading a perspective buyer to buy the commodity. its aim is

to create and for a product and find buyers. However under competition

selling function is more complicated.

Functions of physical supply:

Transportation:

Here the good, are transpired from the place of production to the

place consumptio nproper arrangement of transportation of goods, to the

market is important. The cost of transportation is justified by the creationof place utility.

Storage and warehouse:

It is another function which involve holding and preserving of

good, between the time of productioin and the time of there are the goods



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are preserved in order to carry from times of plenty to the time of scarcity.

It helps consumer to purchase in small qualities as and when needed.

Facilitating functions:

Financing:

Money is essential for transfer of goods and from producers to

buyers. Finance is needed for middlemen and finally consumer. There is

a gap of period between purchase of raw materials and finished goods are

also till the consumer purchases it. This waiting period by undertaking

financial position giving loans without credit. Goods move very slowly to

the market and supply would be unpredictable. Hence the credit is thelubricant that facilitate, marketing operation.

Risk Bearing:

Here the risk means possible of lose and it happens due to

unexpected happening F.E. : Goods may lost, destroyed, destroyed by fire,

water, floods, earthquake etc., lose may also occur due to pricefluctuations, changed in demand, bad debits sometimes, the government

policy may also be the reason for business lose.

Market information

Accurate information is essential for marketing success. A

businessman should have the knowledge of market conditions to make

plans and policies. Information even helps to solve many marketing



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problems. However the information should be accurate, adequate, and

complete and up to date for any decision.

Standardizations and grading:

Standardizations means establishment of certain standard, based on

the physical property of the product, standard, are set up by giving colour,

size, shape, taste, strength, weight etc, hence the standard indicate an idea

of uniformity.

Short outing the goods according are the established standard and

classifying them to different groups cons states grading helps in

identifying the quality of the products.

E.g.: Various types of cements are having their grades which insists

the quality and performance of the cement which construction process..

CHAPTER-7

CONSUEMR BEHAVOUR TOWARDS TWHO WHEELERS

Importance

Consumer behavior

Determinant of buyer behaviors, internal factors

Psychographics

Conclusions



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Importance:

The importance of the consumer in our economic society has long been

recognized, economics theories for more than a country have emphasized

the fundamental proposition that economic endeavor is built round the

production of goods and service for the satisfaction of human wants. Amutuality of interest has been recognized between consumer and

producers; one can exist without the other. Many business concern have,

therefore have giving greater thought to the stud of consumers needs and

wants, preliminary to their production of goods, usable management

understand of consumer behaviors to develop successful programmer can

be obtained form behaviors survey.Consumer behavior towards two wheelers

Consumer behavior is comparative a new field of study. It is the

attempt to understand an predict human action is the buying role. It has

assumed growing importance under market oriented or customer oriented

marketing planning and management buyers market for many product and

the growth of consumerism and consumer legislation since 1960 have

created special interest in buyer behavior and the formulation of



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marketing mixes to respond favourable buyer behavior in the market

place.

Buyer behaviour is defined as all psychological and physical behaviour of

potential, customer as they become aware of evaluate, purchase consumer

and tell other about Product and service each element of this definition

is important.

Buyer behaviour involves both individuals (Psychological) process

and group (social) Process.

Buyer behaviour is reflected with awareness right through past purchases

evaluation indicating satisfaction or non satisfaction from purchase.

Buyer behavior includes communication, purchasing and consumption

behavior.

Consumer behaviour is basically social in nature. Hence social

environment plays an important role i shaping buyer behaviour.

Determinants of buyer behavior:

Buyer behavior is a process consumer are subjected to variousstimuli. The consumer mind is regarded as black box as we cannot see

what is going on in his mind. He responded t stimulus or input and may

purchase some products or service of interested to marketing

management. The model of behavior is a stimulus responds model.

Response may be division to purchase or not to purchaser.

Under Systems of buyer behavior have



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1. Inputs

2. Processing

3. Outputs

4. Feedback loop

Buyer behaviour is an orderly process where by the buyer interested with

his or her in environment making a purchase decision on products.

Internal or individual factor or psychological factors.

a) Motivation

b) Perception

c) Learningd) Attitude

e) Personality.

Socio-cultural factors

a) Family

b) Reference groupc) Social class

d) Culture

Environmental factor

a) Economics

b) Technological, legal and political factors



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Buyer behaviour is also one of the important marketing stately. The

output in form of buying a product is the object of the marketer. But this

project is only a stud of consumer psychological behavior.

INTERNAL OR INDIVIUDUAL FACTORS PSYCHOLOGICAL

FACTOR

a) MOTIVATION:

When a person perceives & stimulus he or she or may

not move to respond the each a stimulus. Motivates acts as a

arriving force in the how toward purchase action. Motivation has

direct cause and effect relationship motivation is the drive to act to

move to obtain a good goal or an objective. It is perception,

attitudes, personality traits and by outside influence such as cultureand marketing effort motivation is buyer behavior is concern with

the reason with the reason that interprets buyer to take certain

action. It suggest that the reason behind consumer action are

basically cognitive, but they involve a dynamic interact between the

person and his or her social environment.

b) LEARNING:

All the things of buyer behaviour have been primarily based

on learning model viz. stimulate response. Stimulation response

learning theory is varying useful to modern marketers, learning



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theory is central topic in the study of human behavior learning is

defined as all changes in behaviour that results from previous

experience and behaviour in similar situation. It refers to a change

in behaviour or reasoning thinking information, processing and of

curs perception. Buying is erotically affected by the learning

experience of buyer.

c) ATTITUDE:

Social psychologist attitude as an emotional

predisposition to respond positively or negatively to an object or

class of object predisposition can be through categories of meaning

stored in the memory of the person and it is based in previous

experience previous posing the person to behave in a specificmanner towards a certain object in the environment. Attitudes affect

both perception and behavior. We change our attitude and belief

slowly. For ex once a consumer developed a brand loyalty it is

hard to change is attitude and belief towards brand is unbelievable

to him. In general attitude is a state of mind a feeling. It indexes a

pre disposition to behave is same way, attitude, are very importantin explaining buyer behaviour.

D) PERSONALITY:

In general perception and predisposition (attitude and beliefs) lead

collectively to a constant response by the individual to environment. This

consistent pattern of behaviour is termed as personality. Personality is a

complete psychological concept. The primary feature is self concept to



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new person sees himself and how he believes others to see him as a

particular time.

PSYCHOGRAPHICS:

Psychographics are life time marketing a new technique for

analyzing and predicting consumer behaviour. A life style is a

technological way of living in a dynamic society. It measures people

action in term of psychological factor combined with demographic

factors. It is good combination of demographics & psychological factors

determining consumer behaviour, activities, interest, opinion, statements,

combined with chemo rat factors (Age sex, education, occupation,income) offers marketers life style dimensions. A profit of consumer

based on life style can give a adequate portrayal of consumer as human

beings the whole number model behaviour psychologist or life style of

people tell us how people spend their money what are their opinion of

social and political issue.

In easier days most of the people looking for two wheeler with theabove 150 cc engines. Now as the cost fuel is increasing drastically more

and more consumer, experia moderns prefers 100cc vehicle for the speed

and other reason some other prefers four wheelers for the comfort.

CONCLUSIONS:

The psychology of consumer towards two wheelers is:

a) Luxurious

b) Costly



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c) Inadequate fund

d) Necessity.

The necessity of the two wheeler scores over the other 3 points for the

dynamics society two wheelers are considered to be luxury. For the

benefit of consumer who are not having ad3quate fund, companies, have

proposed hire purchase scheme, with the rapid growth of finance

companies instability of finance at a very competitive terms have become

popular and on average of 30 to 40 percent of the potential buyer apt for

this facility



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CHAPTER-8

ANALYSIS OF STUD OF CONSUEMR ATTITUDE

Occupation

Respond age group

Educational qualification of the respond

Different brands of vehicles possessed by the respondent

Income of the respondents

Source of vehicles information

Opinion about Honda unicorn

Facilities expected from dealers

Analysis Study of Consumer Attitudes

In case of studies of consumer behaviour the respondent play vital

role.



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To find out the consumer attitude towards two wheelers that is

motorbike a survey was conducted in Shimoga City.

Among them there is a great need for two-wheeler Almost every

family owns one. If not they are planning to purchase one. As for t two-

wheeler concern there are is dealer in the city.

In case of the stud of the consumer behavior the responded plays a

vital role. Individual and group who satisfied their needs by obtain

products and value from enterprises evolved in the manufactory of such

products or provision of such service are called consumers. In this

chapter we have analyzed the data of respondent. This would necessitate

obtaining the accurate demographic sealing technique was made up of for

this survey and the number of respondent chosen was so.

Occupation:

Occupation refers to kinds of work, which an individual become

completely engaged. It also devolves the habitual employment,

profession, craft or trade of an individual. It is an Instruction of lively

wood and an essential factor in a society. In our study the occupation of

the respondents has been classified into 5 categories as shown in thefollowing table.



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TABLE-1

Classification of respondents

Sl. No. Occupation No of

Respondents

Percentage

1 Government

employee

10 20

2 Business 15 30

3 Student 15 30

4 Any other 03 06

Total 50 100

Respondents of age group:

The following table reveals the specification of respondents

according to their age.



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TABLE-2

Classification of respondents based on age

Sl. No. Age group (in

year)

No of

Respondents

Percentage

1 18-25 15 302 25-30 15 30

3 30-40 10 20

4 40 and Above 10 20

Total 50 100

This table indicates the age group of respondent out of which 80% of

respondent belongs to 18-25 group 15% of respondents belongs to 25-30

group, 10% them belongs to 30-35 group and remaining to 10 percent

belongs 10 the group 35 and above.

Education qualification of respondent:

The qualification of respondents has been classified in to 5 categories as

shown in the following table



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Chart Showing Classification of respondents based on

age



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TABLE-3

Classification of respondents on educational qualification

Sl. No. Education (level) No of

Respondents

Percentage

1 PUC 05 102 Under graduate 10 20

3 Post graduate 10 20

4 Others 05 10

Total 50 100

TABLE-3 Indicates the educational level of respondents.

10% are ducted unto PUC and 20% are under graduate and 40 percent are

educated unto degree and 20 percent are educate unto post graduation and

10 percent have other qualification

DIFFEENT BRANDS OF VEHICLES POSSESSED BY THE

RESPONDENT



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TABLE-4

OWNERS OF DIFFERENT BRAND OF VEHICLES

Sl. No. Different Brand No of

Respondents

Percentage

1 23 46

2 Mon 14 28

3 TVS 05 104 Bajaj 03 06

Other Brands 05 10

Total 50 100

Income Of The Respondent

Family income is considered to be one of the main

determinants of thon social and economical position. The status social of

individual different account of income variation within the same

occupation. It is the income that reflects the standard of living in a

soceity. The following table presents monthly income of the respondent.

TABLE-5

Classification of Respondent based on Income

Sl. No. INCOME

GROUPS

No of

Respondents

Percentage

1 30000-50000 15 30

2 50000-70000 10 20

3 70000-900000 20 40

4 Above 90000 05 10



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Total 50 100

TABLE-5 Indicates the income groups of respondents the

total respondent 30% belongs to the income group of Rs. 30000-500000.,

20 percent belongs to the income group of above Rs. 500000-700000, 40

percent belongs to the income group of above Rs. 700000-90000 and the

remaining 10 percentage belongs to the income group of above Rs. 90000.

Sources of Vehicle Information

The number of source gathering the information about the product or

model by the prospective buyer, the degree of the impact of these sources

of information and buyer purchase decision making is illustrated in table

6.



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TABLE-6

SOURCES OF INFORMATION ABOUT THE VEHICLES

Sl. No. Friends No of

Respondents

Percentage

1 Friends 15 30

2 observation 15 20

3 Advertisement 10 20

4 Any other 10 20Total 50 100

TABLE-6 Clearly indicates that the sources of information is

large by a observation factor which amounts to 30 percent, other

influencing factor ID through friends i.e. 30 percent of the respondent

have chosen it, 20 percent of respondent have come to know about this

vehicle by watching advertisement and remaining 20 percent of

respondent choose this vehicle by other sources.



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TABLE-7

OPINION ABOUT HONDA UNICORN

Sl. No. OPINION No of

Respondents

Percentage

1 EXCELLENT 15 30

2 GOOD 25 50

3 NOT BAD 05 10

4 INEFRCTIVE 05 05Total 50 100



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TABLE-8

FACIILTIES EXPECTED FROM DEALERS

Sl. No. After sale service No of

Respondents

Percentage

1 After sale service 20 40

2 periodic

checking

10 20

3 Installment

facility

08 16

4 Guarantee 10 20

5 Any other 02 04

Total 50 100

According 10 to above table 40 percent of respondent feel

that an after sale service is essential, 20 percentage of respondent feel that

periodic checking is important. 16 percent of the respondent feel that

installment facility is important, 20 percent of the respondent feel that

guarantee is important, 04 percent of the respondents, go to other

facilities.



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CHAPTER-9

SURVEY FINDING, SUGGESTION AND CONCLUSION

Summary of Survey analysis

General suggestions

Conclusion



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Summary of the Survey analysis:

After the survey was conducted the following conclusion

were drawn. Among 50% respondent 90% were owner of two wheelers

and rest of the respondents, were still willing to purchase a bike among

than again majority of them preferred HONDA CB UNICORN not

because of its easy availability or style, off course this may be part of the

reason, but the actual reason was because of its, quality, performance,

looking and durability.

50 While considering the overall point most of them found

HONDA CB UNICORN is worth for its price. The consumer were much

satisfied with their purchase of UNICORN and these who willing to buy it

would also prefer the UNICORN.

More than 70% of the respondent ops for a more fuel

efficient bike. Now a day since cost of the fuel very high even though

UNICORN is fuel efficient, but still some customers have expressed that

the mnileage is good.

From survey it is also learn that advertisement as a media is

not enough to know about the model more demonstration about the

product should be given.

And most of the customer are satisfied with their dealer service

even though some respondent have expressed their dissatisfaction about



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their dealers, but for as Sandesh Motor is concerned most of the customer

are satisfied with their services.



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Most of the consumer gives more preference to the style and

customers are satisfied with their dealers but they want guarantee of the

product and guarantee of dealer service. Every one prefers for two

wheelers or bike for necessary.

SUGGESTIONS IN GENERAL:

To after accessories at discount price to customer. At present

customer buy spares from the local market because they are low priced,

but customer forget that these spares part are not equivalent qualitative to

those which are sold by authorized dealer

To conduct free service camp and to give discount for the spareparts purchase during that period, manufacture should conduct free service

at least once in year at the dealer point and these service campuses should

be supervised by the company service engineers.

To maintain the quality where of the manufactures fail when they

look more turnover or when their product is having a good demand in themarket. Once a manufacturer gets a top position in the market many of

them fail to maintain the quality of the model. This should be avoided so

that they can maintain and improve their turnover.

The dealer should improve the display of two wheeler in their show

room so that customer will be attracted towards the dealer should light the

advantages of the model when compared to other models.



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To insist the dealer through out the country to use a particular colour for

their building and also a particular pattern and size for their



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Names and emblems of the company through which a customer can

identify the UNICXORN dealer without any difficulty.

To improve advertising the strategy in the media most of the customer

buys their two wheelers after having a complete knowledge of the model.

So the advertisement should give all the particulars, about te model

regarding to cost factors, special feature and other specification.

CONCLUSION:

Dealers feet that at there is good supply of two wheelers but dealer

feel that the supply should be stream lined so as to meet the customerdemand. Because if the supply is delayed the customer may choose other

brand. There by there is a lose to the dealer and to the company. The

dealer feels that there should be adequate supply of models with different

colour to meet the customers choice.

Company should give incentive for record sale done by the dealersso that they are interested to do more sale and also they can earn more

profit.

Dealers feel that there should be proper supply of spare parts and there

should be more margins for them. So that they can give discount to the

customer and with the help of the discount they can complete i



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n local market. And it is preferable to give credit facilitate for the spare

parts purchased.



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Companies service engineers should visit their dealer at least twice in

month so that the customer can have a direct contact with them and the

customer can know betters about their vehicle. It is preferable to have a

service team for each area or region.

The government should reduce the tax on both vehicle and spare

parts so that they are available to the customer at the economical rate.

Because of higher tax customer prefer to buy the spare parts at local

market. There by dealer loses the sales and also customer gets a low

quality spare parts. Government should make uniform tax policy

throughout the country, so that there will not be any price difference.

Dealers want their company to maintain the highest quality against lowest

price so that the customer will be benefited. Since the dealer investing alot of money if the product does not give any satisfactory results the

customer loses faith with dealer and the company.

CHAPTER-10

ANNEXURE

QUESTIONNAIRE

BIBLIOGRAPHY



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CONSUMER QUESTIONNAIRE

1. Name :

2. Address :

3. Sex : a) male ( ) b) Female ( )

4. Age gorup : a) 18-25 ( ) b) 25-30 ( )

c) 30-35 ( ) ` d) 35-above ( )

5. Educaitonal Qualification :

a) PUC ( )

b) Graduate ( )

c) Under graduate ( )

d) Post Graduate ( )

e) Any Others ( )

6. Occupation a) Government ( )

b) Private ( )

c) Business ( )

d) Profession ( )

e) Agriculture ( )

f) Student ( )



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7. Income group (Per Annum) a) 30,000-50,000 ( )

b) 50000-70000 ( )

c) 70000-90000 ( )

d) 90000-12000 ( )

e) 12000 ( )

8. Do you have a Credit card a) Yes ( )

b) No ( )

9. If Yes name the brand a) Honda ( )

b) Yamaha ( )

c) TVS ( )

d) Bajaj ( )

e) Hero ( )f) Any other ( )

10. If no are you willing to purchase

a) Yes ( ) b) No ( )

11. Which Brand would you select :

a) Honda ( )b) Yamaha ( )

c) TVS ( )

d)Hero ( )

e) ( )

f)

g0 Any Other ( )



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12. In case the vehicle you have was not in the market then which vehicle

would you like to buy?

14. Year of Purchase

15. Factor you observe while selecting the vehicle rank them in order of

your performanc.e

a) Price ( )

b) Appearance ( )

c) Technology ( )

d) Durability ( )e) Quality ( )

f) Mileage ( )

g) Color 9 )

h) Reserve ( )

I) Less Repair ( )

16. Have you Heard of HONDA UNICORN

1) Yes ( ) 2) No ( )

17. If Yes How?

a) Friends

b) Observation

c0 Advertisement ( )



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d) Showroom visit ( )

e) Any Other service ( )

18. Type of Purchase

a) Cash

b) Loan

19. What is your opinion about HONDA UNICORN

a) Excellent ( )

b) Good ( )

c) Not Bad ( )

d) Infective ( )

20. What facility do you expect form your dealer?

a) After Sales service ( )

b) Periodic checking ( )

c) Installemnt facility ( )d) guarantee ( )

e) Any other ( )

21 Are you satisfied with your dealer service.

a) Yes b) No ( )

22. If no what are the factors?



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a)Poor Service ( )

b) No checkup ( )

c)Expensive ( )

d) No facilities ( )

e) Delay in service ( )

f) Any Other ( )

23. Do you find anything superior to the HONDA UNICRON.

a) Yes ( ) b) No ( )

24. If yes in what aspect

a) Price ( )

b) Quality of Performance ( )

c) Style ( )d) Any other ( )

25. You need two wheelers because?

a) Necessity ( )

b) Style ( )

c) Prestige ( )d) Other reasions ( )

ravi honda unicorn

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