A STUDY ON INFLUENCE OF BRANDING

ON CONSUMER PURCHASING BEHAVIOUR

IN HASAN HONDA PRIVATE LIMITED PONDICHERRY

SUMMER PROJECT

SUBMITTED BY

SATHYANARAYANAN.S

REGISTER NO: 10378345

UNDER THE GUIDANCE OF.

MR. A. ANANDA KUMAR

Assistant Professor, Department of Management studies

In partial fulfillment for the award of degree of

MASTER OF BUSINESS ADMINISTRATION

DEPARTMENT OF MANAGEMENT STUDIES

CHRIST COLLEGE OF ENGINEERING AND TECHNOLOGY
PONDICHERRY UNIVERSITY
PUDUCHERRY
JULY 2010
 CHRIST COLLEGE OF ENGINEERING
&TECHNOLOGY
MOOLAKULAM, PUDUCHERRY

DEPARTMENT OF MANAGEMENT STUDIES

BONAFIDE CERTIFICATE

This is to certify that the project work entitled “ A STUDY ON INFLUENCE OF

BRANDING ON CONSUMER PURCHASING BEHAVIOUR IN HASAN HONDA
PRIVATE LIMITED ,PUDUCHERRY” is a bonafide work done by
SATHYANARAYANAN.S [REGISTER NO: 10378345] in partial fulfillment of the
requirement for the award of Master of Business Administration by Pondicherry University
During the academic year 2010-2011

GUIDE HEAD OF DEPARTMENT

Submitted on Viva-Voce Examination held on -------------------------------------

EXTERNAL EXAMINER
 DECLARATION

I hereby declare that the dissertation entitled “ A STUDY ON INFLEUNCE OF BRANDING

ON CONSUMER PURCAHSING BEHAVIOUR IN HASAN HONDA PRIVATE LIMITED
PONDICHERRY” submitted for the degree of master of business administration is my original
Work and the dissertation has not found the basis for the award of any degree , diploma ,
associate ship, fellowship or other titles . It has not submitted to any other university or
institution for the award of any degree or diploma

PLACE:

DATE:
(S.SATHYANARAYANAN)
 ACKNOWLEDGEMENT

The successful completion of any task would be incomplete without mentioning the names
of the persons who helped to make it possible. I take this opportunity to express my gratitude in
few words and respect to all those who helped me in the completion of this summer project.

I express my deep gratitude to Dr. S. R. S. SAM PAUL, Chairman & Managing Director,
Christ College of Engineering & Technology.

I am extremely grateful to our Principal Dr. A. RAVICHANDRAN for providing

necessary and essential facilities to do this project work.

I express our sincere thanks and deep sense of gratitude to MR DR. J.J SOUNDARAJAN
MBA, MCOM,MA,MBM , department of management studies for providing me with an
opportunity to study and and for his encouragement, support and guideline to complete
the project successfully

I express our sincere thanks and deep sense of gratitude to Mr. A. ANBAZHAGAN,
Head of the Department of Management Studies for providing me with an opportunity to study
and for his encouragement, support and guidance to complete this project work successfully.

I express my deep sense of gratitude to my guide Mr. A. ANANDA KUMAR,

Assistant Professor, Department of Management Studies, for his support, motivation and
constant guidance to complete the project work successfully

I convey my heartiest thanks to Mr. PRASAD MARKETING MANAGER, Hasan Honda

private limited , PUDUCHERRY, who kindly granted permission to do this project work in his
esteemed organization.

Finally, I express our sincere thanks and deep sense of gratitude to my parents and friends
for giving timely advice in all the ways and in all aspects for the success of this project work.

(S.SATHYANARAYANAN)
 CHAPTER

CHAPTER TITLE PAGE

I INTRODUCTION 1

II OBJECTIVES OF THE STUDY 23

III REVIEW OF LITERATURE 24

IV RESEARCH METHODOLOGY 26

V DATA ANALYSIS AND INTERPRETATION 36

VI FINDINGS, SUGGESTIONS AND 62

RECOMMENDATIONS OF THE STUDY

VII CONCLUSION 66

VIII SCOPE FOR FURTHER STUDY 67

ANNEXURES

1. BIBLIOGRAPHY
2 QUESTIONNAIRE

LIST OF TABLES
CHAPTER PERCENTAGE METHOD PAGE NO

5.2.1 Recommended others to buy Honda product

3
5.2.2 Do you want any change or modification in Honda
bike 39

5.2.3 Which one is influencing you to buy the Honda bike

40

5.2.4 In the following offer’s which one of the offer would

you like in Honda brand 43

5.2.5 What do you feel about Honda motorcycle 44

5.3.1 Who is decision maker for purchasing bike in your

family 45

5.3.2 Which kind of Honda bike do you prefer to buy

45

5.3.3 Which one of the following factor is more

influencing you to purchase the Honda bike 47

5.3.4 How do you to know about the Honda brand

48
5.3.5 Which mode of payment you prefer to purchase a
bike 49

5.3.6 Martial status

50
5.3.7 Gender
51

5.3.8 Educational qualification

52
5.4 Profession
53

Annual income level

5.5

5.6 Age
57
5.7 Which is the foremost vehicle you like in Honda
brand 59
CHAPTER TITLE PAGE

WEIGHTED AVERAGE METHOD

5.8 1

5.9 Rank your favour product of Honda Brand the basis of 23

following attributes

The table shows the following responds of Honda brand

5.10 24
Calculate the weighted average method on the basis of
5.11 following Honda product attributes 26

Ranking the exact results of Honda product on following

5.12 attributes 36

TABLE NO. TITLE PAGE NO.

 CORRELATION ANALYSIS
5.1.3 38
To find out the satisfaction level of price and
5.1.4 service 40

The table shows the satisfaction level of price and

5.1.5 service 42

The table find out the correlation coefficient between

5.1.6 the price and service 44

The result of correlation coefficient is moderately

5.1.7 positive 54

TABLE NO. TITLE PAGE NO.

Two way Anova

5.1.8 38
Setting the Anova table
5.1.9 40
The table shows the satisfaction level of price and
5.2.0 service 42

5.2.1 The table find out the correlation coefficient between

the price and service 44

5.2.2 The result of correlation coefficient is moderately

positive 54

TABLE NO. TITLE PAGE NO.

Chi square
5.2.3 38
Observed count of age between design
5.2.4 40
Expected count of age between the hypothesis
5.2.5 42
5.2.6 Final result of the chi square
44

AN EXECUTIVE SUMMARY

The study is undertaken in the area of marketing with the title as “A STUDY ON INFLUENCE
OF BRANDING ON CONSUMER PURCHASING BEHAVIOUR IN HASAN HONDA
PRIVATE LIMITED PUDUCHERRY”.

Consumer purchasing behaviour is a wide and vital concept which plays a major role in the
behaviour scenario consumer purchasing behaviour represents it is a perception as reflect by the
association they hold in their minds when they think of the their buying process towards to their
satisfaction level

In this study nearly 100 samples have been taken and the survey has been collected through
questionnaire.

The responses given by the customer are analyzed and interpreted using different types of
statistical tools. The statistical tools used in this study include percentage method, weighted
average method, correlation, chi-square, Anova (Analysis of variance).

After analysis and interpretation it reveals that the customers and consumers are feels the
company has to promote the product through the way of online booking aspects . the company
has improve their production level towards to the high level of demand the customers are feel
that the availability of product is very low due to demand so the company provides more
production

CHAPTER-I

COMPANY PROFILE

1.1HISTORY OF HONDA

IT STARTED WITH A DREAM...

Pioneers and mavericks. America loves them. Our folk history thrives on individuals who
followed their own vision, who marched to their own drummer, who did it their way. The classic
rags-to-riches success story. The American Dream.

Soichiro Honda's saga qualifies for the rags-to-riches hall of fame. He had a dream and by
literally building dreams, created the world's most successful motorcycling manufacturing
venture. His story and the chapter assigned his largest distributor, American Honda, trigger
memories of times when the American Dream contained more far-sighted substance and less
short-term sizzle.

Honda Motor Company, Ltd. in Japan and American Honda Motor Company, Inc. have
succeeded at blending eastern and western attitudes and behavior to build a unique success story
that began 50 years ago in Japan and 11 years later in the United States.

Honda was already the world's largest motorcycle manufacturer when it tackled the American
market in 1959. Within five years, American Honda became the largest motorcycle distributor in
the world.
Soichiro Honda's success parallels the classic rags-to-riches fable - the lone individual starting in
a humble setting, battling odds and succeeding, through talent, ingenuity, and good fortune. In a
nation noted for reserve, Mr. Honda was and is often direct, frequently exuberant, sometimes
hilarious, and always confident. He preferred getting his hands greasy in the shop to shuffling
papers in the office. He chose learning on the job to academic paper chases. Yet when he found
his technical knowledge deficient, he didn't hesitate to enroll in a technical high school - at age
29. The year was 1935. The motivation: learn why he was having problems manufacturing piston
rings.

Before his venture into piston rings, Honda was employed as a technician. Automobiles, rather
than motorcycles, were his first love. He dreamed of racing. After completing eight years of
schooling he joined an auto repair shop at age 15. Two years later, he became a Harley owner
and then an Indian rider.

He opened his own auto and motorcycle repair shop in 1928 while pursuing his hobby, building
racing cars. That same year he applied for his first patent, for casting automobile wheel spokes.
He organized Tokai Seiki Company, Ltd. to experiment with manufacturing piston rings. After
initial failures, he sought further education which enabled him to successfully produce piston
rings for automobiles, motorcycles and airplanes.

In 1945, Honda sold his stock to Toyota and took a year off. His sabbatical included music-
making and merriment. Refreshed, he launched Honda Technical Research Laboratory in
October of 1946. His new venture added war surplus Tohatsu and Mikuni generator motors to
bicycles to provide basic transportation for the war-torn nation.

Recognizing the diminishing supply of surplus motors, Honda formed Honda Motor Company,
Ltd. in Hamamatsu in 1948. The company's first headquarters was a 12 x 18 foot shed that
housed 13 employees.

The "A" model motorized bicycle and the "B" model motorized tricycle bore the first Honda
logos. The "C" model, Honda's first real motorcycle, soon became a performance and sales
leader.

Takeo Fujisawa, referred to as a co-founder of the Honda empire, joined the company in 1949 as
managing director. That same year saw the 100cc " D" model, the first chain-drive Honda. Its
telescopic fork and two-speed transmission were both innovations rarely seen at the time.

Honda Motor Company initiated its climb to the forefront of four-stroke technology with the
150cc "E" model Dream which appeared in 1951. Sales success allowed Honda to focus
vigorously on two key ingredients: quality and design.
Sales continued to boom, but the end of Korean War in 1953 triggered an economic depression
in Japan that almost ruined Honda. The company survived, bolstered by the sale of Cub clip-on
motors that were attached to bicycles.

Healthy again, his company produced the 90cc Benly as it developed the concept of high
volume/low cost marketing combined with innovative design.

Honda manufactured their first scooter model, the Juno, in 1954.

Honda's first overhead cam engine, in the 250cc Dream, appeared in 1955. That same year,
Honda became Japan's top motorcycle manufacturer.

By 1959 Honda was the largest motorcycle manufacturer in the world, producing 500,000 units a
year. This success turned Honda's focus to another dream. The American Dream.

Honda Motor Company wanted to expand internationally. They figured there was a world-wide
market for light, economical, fun-to-ride motorcycles. The surveys suggested Europe and
Southeast Asia while downplaying the United States as a potential market. The reasons: annual
sales of only 60,000 units and a negative motorcycling image.

Honda management eventually ignored the surveys. One reason: Honda's model line of 50cc to
300cc models would not compete directly with the large-displacement models preferred by the
U.S. market. Mr. Fujisawa championed another reason: the world's consumer economy focused
on the U.S. Acceptance in the American market would offer a base for world acceptance.
Management's decision to enter the international market in America was accompanied by an
official marketing philosophy statement: "Maintaining an international viewpoint, we are
dedicated to supplying products of the highest efficiency, yet at a reasonable price for worldwide
customer satisfaction."

Kihachiro Kawashima was selected as Executive Vice President and General Manager of
American Honda Motor Company. Joined by seven employees, he opened shop in a small
storefront office on Pico Boulevard in Los Angeles. its operating capital: $250,000. The date:
June 4, 1959. The market sought: consumers wanting small, light, easy to handle and maintain
two-wheeled vehicles.

American Honda's first model line included the C100 Super Cub, CB92 Benly Super Sport 125,
CA95 Benly Touring 150, CA71 Dream Touring 250, CE71 Dream Sport 250, and C76 Dream
Touring 300.

Initial response to Honda's import attempt was one of disbelief. Industry experts told the
newcomers: "Honda motorcycles will never sell here."
One meeting between Mr. Kawashima and the head of a competitor summarizes the conflicting
attitudes. The competitor asked Mr. Kawashima how many motorcycles he intended to sell here.
The reply: About 12,000. The competitor responded: That's a pretty good number for a year ...
about 1,000 a month. Mr. Kawashima corrected him: "Oh no, I'm talking about 12,000 a month."

American Honda personnel hit the road, seeking dealers. They met in hotels, in town halls,
anywhere anyone would listen. Many established dealers weren't interested - and some did not
offer the positive image American Honda sought. The new distributor focused on setting up
dealerships in sporting goods stores, hobby shops, and hardware stores.

American Honda recorded its first sale in August of 1959. Instant success did not follow. The
company faced numerous problems: overcoming a parts order backlog by developing a parts-
picking system. Handling cash flow problems because of the consignment payment plan.
Struggling to expand the dealer network. Fighting the inferior quality stigma that "Made in
Japan" held at that time. Redesigning motorcycles made for Japan's slower, winding roads to
handle America's higher speeds. Selling fuel economy in a nation that cared little for the concept.
Coping with high staff turnover.

By year's end, American Honda had 15 dealers. For fiscal year 1959, they showed over $500,000
in gross income and a net loss of $54,000 from the sale of 1,732 units.

Back in Japan, Honda opened the world's largest motorcycle manufacturing plant in Suzuka.
Here, American dealerships rose to 74 by the end of 1960.

Meanwhile, across the Atlantic, Honda was racing and eventually winning at the Isle of Man. At
that time, an Isle of Man victory could generate more sales than winning a world championship.

Endurance performance on the continent helped bury the specter of alleged poor quality assigned
to Japanese manufacturing in general. In 1962, three Honda 50cc motorcycles survived a week-
long 24-hour-per-day Maudes Trophy endurance test in England, covering almost 16,000 miles.
Honda received the first manufacturer's award in a decade and held the trophy for 11 years.

Hawks dominated the lineup by 1961. Honda introduced the CB72 250 Hawk, the CB77 305
Super Hawk, and the CL72 250 Scrambler.

These models, offering surprising performance for their displacement, helped escalate the
dealership count to over 400 by year's end. Addressing American dealers in Japan, Mr. Honda
presented a basic element of Honda philosophy: "Dealers must give their customers the very best
service. Quality and service are like the two wheels of a motorcycle without one, the vehicle will
fail. It's the same in enterprise. We, the manufacturers and dealers, have worked together to run
our business positively based on the universal truths I have mentioned. This is the reason we
have been able to draw away from our business rivals. You have the world's largest market,
while Honda is the world's Number One motorcycle manufacturer. If we combine the biggest
market and the excellent Honda products - like the two wheels of the motorcycle - then we can
easily develop ourselves to the utmost business in the world."

Honda moved into truck and automobile sales in 1962. By then they controlled 65% of the
Japanese motorcycle market. But America still presented a challenge - fighting the poor image of
motorcycling in the U.S. The solution: renew efforts to replace that negative image with a new
positive image that would allow creating a new motorcycle market.

The new image materialized - with an advertising campaign that would reshape the perception
and marketing of motorcycles in the United States. This move would also establish Honda as the
leader of industry direction. The concept: You meet the nicest people on a Honda.

The new image was presented in a new way - with general interest magazine advertising. The
goal: acquaint the nation with Honda products, present motorcycles as socially-acceptable
vehicles, and introduce the concept of motorcycling, Honda and fun in the minds of millions who
never previously considered the subject.

The strategy worked, opening the door to motorcycling freedom for millions of Americans.
Honda's small, affordable, easy-to-ride and easy-to-live-with machines provided transportation
and excitement.

Several features made Honda's products attractive to the sport's newcomers and old-timers alike,
eager for a product, even a lifestyle, previously not available. Compared to what was available at
the time:

Hondas were clean. They didn't leak oil - or fling it, because fully enclosed drive chains were
featured on many early models.

Hondas were economical.

Hondas were durable and dependable. Control cables lasted years rather than weeks. Electrical
systems didn't mysteriously quit.

Hondas were simple and easy to maintain.

Though Honda's new imports lacked the traditional "look" of the popular British motorcycles,
their finish and performance sparked growing ranks of admirers. And the new styling began to
grow on enthusiasts.
With many of the new Hondas, performance took on a new meaning, one not necessarily related
to power alone. The small displacement step-throughs provided basic transportation for a young
generation hungry for freedom. The trail models gave fisherman, hunters, campers and explorers
an affordable and reliable means of backwoods/off-road transportation that provided fun and
excitement as a bonus. As the model line increased, so did customer acceptance.

By 1963, imports were up to 150,000 motorcycles as American Honda moved to its current
headquarters in Gardena, California. In four years, the original staff of eight had grown to 150.

The following year, American Honda decided to spend half its annual advertising budget in one
day. One night really, the 1964 Academy Awards telecast. Two 90-second commercials cost
$350,000 - and triggered millions in sales - as well as national recognition. As its dealers'
showrooms handled the jump in traffic, America Honda fielded requests from Coca-Cola,
DuPont, RCA, Pepsi-Cola, Westinghouse, and others for promotional tie-ins.

Following through on its commitment to motorcycling in America, American Honda acted as the
catalyst in the formation of the Motorcycle Industry Council. American Honda also initiated
formation of the Motorcycle Safety Council, providing 50% of the funding. Further safety efforts
included working with many state motor vehicle Departments and distribution of the safety
promotion film, The Invisible Circle.

Expanding community involvement included donating motorcycles for youth education

purposes. A juvenile delinquency-prevention program with the YMCA, initiated in Southern
California, escalated into the National Youth Program Using Mini-Bikes (NYPUM) that
provided mini-bikes for youths. Overall, American Honda has donated over 15,000 mini-bikes as
well as thousands of other motorcycles for rider education. In 1988 the company opened a Rider
Education Center in Colton, California, the first of its kind. Additional centers will follow.

By the end of 1964, as a result of its leadership in image direction, marketing and education,
American Honda had 62% of the U.S. market, just five years after opening its doors.

The first "big" Honda, the CB450, appeared in 1965.

New product development continued, stimulated by expanded international racing. Honda's

involvement in auto racing produced a win in the Mexican Grand Prix in 1965. A year later, in
Motorcycle Grand Prix road racing, Honda established an industry first - sweeping all five
manufacturers' solo road racing world titles. That race-developed technology, in automobiles and
motorcycles, would soon appear in consumer products.

But first, American Honda faced a sizable economic hurdle, its first since the early days. A year
long slump saw sales drop from 20,000 to 13,000 units per month. The company decided to
update its models. Shipments were suspended and inventory was restyled as the factory
developed new product. This response saw sales return in the spring of 1968 - the same year
Honda commemorated the cumulative sale of 10 million units world-wide.

Sales were further stimulated by the 1968 introduction of the Z50A MiniTrail 50. This model,
which still lives today as the Z50R, introduced more youngsters to motorcycling than any other
single model ever manufactured. Z50 model sales in excess of 450,000 units rank it as American
Honda's all-time best-selling model.

Another long-time favorite, the CB350, appeared in 1968, taking the place of the 305 models.

In 1969, American Honda introduced two more all-time top-selling models. For many, the
appearance of the CB750 Four signifies the emergence of the modern motorcycle era. The Four
boasted a front disc brake and a 67 horsepower engine. The SOHC model went on to sell more
than 400,000 units, making it the second best seller to date. CT70 Trail 70 sales of more than
380,000 units rank it third on the all-time list. The SL350 Motosport also debuted in 1969.

That same year, as American Honda celebrated its tenth anniversary, it added its first automotive
import - the N600 Sedan.

Again, just as ten years earlier, initial resistance met American Honda's efforts to develop a
dealer base. The persistent argument: what's a motorcycle builder know about making
automobiles.

Honda's cumulative motorcycle exports reached five million in 1970. Here, American Honda
imported the industry's first three-wheeler, the ATC90 All Terrain Cycle. Other new models
included the CB 1 00 Super Sport 1 00, CL1 00 Scrambler 100, SL100 Motosport 100 and
SL175 Motosport 175.

A 750 Honda motorcycle won the 1970 Daytona 200, but the auto venture proceeded slowly. By
year's end, 58 dealers had generated less than 6,000 sales.

Another four-cylinder motorcycle appeared in 1971, the CB500. The CB35OF followed in 1972
as automobile figures climbed to 200 dealerships and 20,000 units sold. The first XL, the XL250,
appeared in 1972.

Expanding it's commitment to the American market, Honda formed Honda International Trading
(HIT) in 1972. This company exports American products to Japan.

Both Mr. Honda and Mr. Fujisawa retired in 1973, 25 years after formation of the Honda Motor
Company. Mr. Kiyoshi Kawashima was named the new president of Honda Motor Company.
That same year saw the introduction of several significant model concepts: the XR75 off-road
mini, the ATC70 mini, and Honda's first two-stroke in 20 years, the CR250M Elsinore
motocrosser. Motorcycle sales peaked at an all-time high of

700,000 units in 1973.

Honda adopted an official model year policy with the introduction of the 1974 line. Four more
XL’s appeared, along with the CB200 and three additional two-strokes, the CR125 and MT125
and MT250 dual-purpose models.

The automobile effort, spurred by the fuel crisis, found the American public willing to consider
an economy car (the new Civic) that offered 40 mpg while drawing rave reviews from the
magazines.

Honda became the first automobile-maker to comply with the U.S. Clean Air Act of 1975. The
revolutionary CVCC engine attracted much media attention. When challenged by scoffers,
Honda proved the CVCC would pass the EPA test on Detroit eight-cylinder engines as well.

Honda's first liquid-cooled, shaft-drive, the GL1000 Gold Wing, appeared in 1975, along with
their first off-road-only enduro model, the MR175. American Honda added a new division,
Power Products, while the Automobile Division saw the Civic top the EPA Mileage Charts for
the second straight year.

The Accord automobile followed in 1976, the same year that American Honda released its first
automatic transmission motorcycle, the CB750A.

A new kind of four-wheeler, the FL250 Odyssey, appeared in 1977. The year also saw American
Honda's first "noped," the NC50 Express.

On October 11th, 1977 Honda publicly signaled its increasing commitment to American
enterprise and community involvement. The company became the first Japanese motorcycle
manufacturer to move a portion of the process to the United States. A new corporation, Honda of
America Manufacturing, would assemble and manufacture products in America at a facility to be
built in Marysville, Ohio.

Six months later, on April 3, 1978, ground was broken for a 220,000 square foot facility costing
about $35 million. It's capacity: 60,000 units per year. The plant became operational in
September of the following year.

New products for 1978 included the first Honda two-stroke moped (PA50), the first CR25OR
works-type motocross
model, the first motorcycle counterbalancer and three-valve head (in the CB400T), the first V-
twin motorcycle, the

CX500, and the first hi-tech dual-purpose machine, the XL250S, which featured a 23-inch front
wheel and dual exhaust pipes.

The superbike of superbikes, the in-line six CBX Super Sport, appeared in 1979 along with a
double overhead cam CB750. The new line also included the first full-sized four-stroke enduros,
the XR185, XR250 and XR500, and Honda's first custom model, the CX500C Custom. On the
automotive side, the Prelude joined the lineup.

A larger GLl100 Gold Wing headed the 1980 model list. The Interstate was the industry's first
full dress touring bike. Adding to its list of firsts, Honda announced the first American
automobile manufacturing plant in America by a Japanese builder. The project, budgeted at $250
million, generated a million square foot factory to build Accords.

The Ohio manufacturing plants demonstrated Honda's commitment to America while serving as
a model for blending eastern and western business philosophies. The Honda management style
emphasizes recognition of all employees as "associates" while stressing teamwork rather than a
potentially tense management vs. labor coexistence.

Speaking of the build-in-America venture, Mr. Kawashima said, "The most important thing is
maintaining the quality that the American buyer has come to associate with Honda products,
which I am confident we can do."

The first Pro-Link, liquid-cooled motocrossers appeared in 1981. The XR models also featured
the Pro-Link suspension.

In 1981, Team Honda gave America a first in world team motocross. The Honda Race Team
swept both the Motocross and Trophee des Nations events. Team Honda repeated the sweep the
following year, initiating a victory string that remains unbroken to date by multiple-manufacturer
teams that have included Honda MX star Rick Johnson.

Two industry firsts appeared in the 1982 model line. The first modern V-Four engines appeared
in the VF750S Sabre and VF750C Magna. The first production use of turbocharging with fuel
injection specifically designed for a twin-cylinder motorcycle appeared in the CX500 Turbo.

Tetsuo Chino became the new president of American Honda in 1983. The same year, Mr. Honda,
speaking at American Honda, said, "I want all employees and their families to be happy working
for or being associated with Honda. I want American Honda to prosper, so that everyone
working at American Honda will prosper as well, and be happy."
Honda expanded its ATV line in 1984 to include the four-wheeled TRX200. Other new models
included the Gyro, Spree, and Elite scooters and the CB700SC Nighthawk. Gold Wing
displacement was also boosted to 1200cc.

Expanding its American manufacturing commitment, Honda established Honda Power

Equipment Manufacturing, Inc., based in North Carolina.

On the automotive side, Honda became the first manufacturer to finish first, second and third in
the Motor Trend Import Cars of the Year selections. The Civic S Hatchback, Prelude, and Civic
CRX garnered the honors.

American Honda celebrated its 25th anniversary in 1984 by generating record annual sales of
776,000 motorcycles, motor scooters and ATVs. The year also saw the sale of 400,000
automobiles and 250,000 power equipment units. Ohio manufacturing figures climbed to
150,000 automobiles and 70,000 motorcycles.

The following year's model line included the CMX250 Rebel, Big Red (ATC250ES), the tenth
anniversary GLl200 LTD, the VF1000R, and the FL35OR Odyssey.

The first four-wheel drive Fourtrax, the TRX350 appeared in 1986, along with the VFR75OF
Interceptor and the CN250 Helix.

Hurricanes headlined the 1987 model year. Both the 600 and 1 000 models received top ratings
from the press and the public.

Yoshihide Munekuni became American Honda's president in 1988. Honda's first flat six, and
largest displacement motorcycle to date, the GL1500 Gold Wing, was included in the 1988
model selection that also featured the NT650 Hawk GT and three NX models to replace XL
dual-sports motorcycles.

Today, 29 years and more than 750 models after opening its doors on Pico Boulevard in Los
Angeles, American Honda has adopted a new marketing message. The original invitation asked
Americans to meet the nicest people on a Honda. Subsequent messages declared "going strong"
and "follow the leader." Now, looking at the '90s, American Honda's new message quietly
understates the company's continuing position as industry leader while simultaneously signaling
a new direction. It's an invitation to a new generation of enthusiasts to discover, to share the fun,
to: "Come ride with us."

Despite the industry's cyclical sales swings, the pendulum swings back and forth, one constant is
likely to remain. The Honda position of leadership - reflected by a published statement of
commitment to customer satisfaction, pioneering technology, community involvement and
corporate success shared with associates.
It's all part of what is known as the Honda Way - the guidelines which serve as a day-to-day
working philosophy of thousands of American Honda employees and dealership personnel
across the nat

Honda is the world’s largest manufacturer of 2-wheelers. Its symbol, the Wings, represents the
company’s unwavering dedication in achieving goals that are unique and above all, conforming
to international norms. These wings are now in India as Honda Motorcycle & Scooter India Pvt.
Ltd. (HMSI), a wholly owned subsidiary of Honda Motor Company Ltd., Japan. These wings are
here to initiate a change and make a difference in the Indian 2-wheeler industry. Honda’s dream
for India is to not only manufacture 2-wheelers of global quality, but also meet and exceed the
expectations of Indian customers with outstanding after sales support.

The HMSI factory is spread over 52 acres, with a covered area of about 85,815 square metres at
Manesar, Gurgaon district of Haryana. The foundation stone for the factory was laid on 14th
December 1999 and the factory was completed in January 2001. The initial installed capacity
was 100,000 scooters per year, which has reached 6,00,000 scooters by the year by 2007 and
motorcycle capacity shall be 4,00,000 per annum.

MILESTONES

1946~59
'46 Soichiro Honda establishes Honda Technical
Research Institute in Hamamatsu.
'48 Honda Motor Co., Ltd. established
(capitalized at ¥1 million).
'50 Tokyo sales branch established.
'52 Head office moved to Tokyo.
'53 Yamato Factory (now Saitama Factory Wako
Plant) begins operation.
'54 Production moves from Hamamatsu
Yamashita Plant to Hamamatsu Aoi Plant
(now Hamamatsu Factory).

1960~69
'60 Motorcycle production at Suzuka Factory
begins. R&D department spun off and
incorporated as Honda R&D Co., Ltd.
'62 Construction of Suzuka circuit (Mie
Prefecture) completed.
'64 Automobile production at Sayama Plant (now
Saitama Factory) begins.
'67 Automobile production at Suzuka Factory
begins.

1970~79
'70 Honda Engineering Co., Ltd., established.
Driving Safety Promotion operations
inaugurated. Mohka Parts Plant established.
'73 President Soichiro Honda and Executive Vice
President Takeo Fujisawa retire and become
supreme advisors.
'74 International Association of Traffic and
Safety Sciences (IATSS) established.
'76 Kumamoto Factory begins operation.
'77 Honda Foundation established.
'78 Honda Verno dealership network established.
'79 Tochigi Proving Center completed.

1980~89
'80 Honda Motor Co., Ltd. achieves annual
unconsolidated net sales in excess of ¥1
trillion.
'83 Power products plant at Hamamatsu Factory
completed.
'84 Honda Clio dealership network established.
'85 Honda Primo dealership network established.
'88 Kumamoto Factory receives Prime Minister’s
award for local forestation. Supreme advisor
Takeo Fujisawa passes away.
'89 Soichiro Honda becomes first Asian inducted
into the US Automotive Hall of Fame.

1990~99
'91 Founder Soichiro Honda passes away.
Motorcycle production shifted from Suzuka
to Hamamatsu and Kumamoto factories.
'95 Honda chosen best company for information
disclosure in automobile industry in first
survey by research analysts.
'96 Takasu Proving Center completed in
Hokkaido.
'97 Construction of Twin Ring Motegi completed.
Hamamatsu Factory power products plant
and Tochigi Factory obtain ISO14001
certification.
'98 Honda celebrates 50th anniversary. Honda
Collection Hall opens at Twin Ring Motegi.
Test facility for outboard engines in Shizuoka
Prefecture opens.

2000~03
'00 Honda Green
Dealership certification
system introduced.
Zero industrial landfill waste
achieved at all production
facilities in Japan.
'01 All Honda sales operations in Japan obtain
ISO14001 certification. Honda Motorcycle
Japan established. Hosoe Factory begins
operations producing outboard engines.
'02 Life Cycle Assessment system established.

COMPANY PROFILE

The HMSI factory is spread over 52 acres, with a covered area of about 85,815 square meters at
Manesar, Gurgaon district of Haryana. The foundation stone for the factory was laid on 14th
December 1999 and the factory was completed in January 2001. The initial installed capacity
was 100,000 scooters per year, which has reached 6,00,000 scooters by the year by 2007 and
motorcycle capacity shall be 4,00,000 per annum. The total investment outlay for the initial
capacity was Rs. 215 crores and now the accumulated investment is 800 corers

Hasan associates private limited (Hasan Honda) is a part of Hasan group of companies started in
the year 2002. Hasan Honda has been awarded the dealership of Honda motorcycle limited for
the sales , service and spares for the range of Honda motor cycle and scooters in the unitary of
Pondicherry
 The foundation stone of the factory was laid on 14th December 1999 and the factory was
completed in January 2001.
The initial capacity was 100,000 scooters per year, which has reached 6,00,000 scooters by the
year 2007 and motorcycle capacity shall be 4,00,000 per annum.
Hasan Honda is located at no, 38 (100 feet road) mudaliarpet having its state of the art
dealership showroom with the total employee strength of fifty Hasan Honda has its state of the
authorized service centre at no, 90 kamaraj Salai Thattanchavadi and neyvali in the cuddalore
district of tamilnadu

1.1.2 CAPITAL OF THE COMPANY:

The total investment outlay for the initial capacity was Rs. 215 corers. By the end of the year
2008, the accumulated investment was estimated Rs.900 corers

1.1.3 LOCATION OF THE COMPANY:

WINGS OF THE HONDA

About HMSI’s plants

First plant (existing plant) Second plant

Tapukara industrial area,
Location IMT** Manesar, Gurgaon District, Haryana
Alwar District, Rajasthan
Approximately 2,000
Approximately 6,500 associate (as of the
Employment associates (at initial stage of
end of February 2010)
full-capacity)
Annual
1.55 million units (as of the end of March
Production 600,000 units (initially)
2010)
Capacity
Land Size 210,000 m2 240,000 m2
・Scooter: Activa, Dio, Aviator Motorcycle:
Production
CB Unicorn, CB Unicorn Dazzler, CB Shine, Motorcycle models (plan)
Models
CBF Stunner, CB Twister
 About Honda Motorcycle & Scooter India (Pvt.) Ltd.

Establishment: August 1999

IMT*2 Manesar, Gurgaon District, Haryana
Location
state, India
Capital: Rs. 3 billion (approximately 5.7 billion yen)
Capitalization
100% Honda Motor Co., Ltd.
Ratio:
Representative: Mr. Shinji Aoyama, President & CEO
Business ・Production and sales of motorcycles and
Activities: scooters
Dealership
765 locations (as of April 2010)
locations:

* IMT=Industrial Model Township

Sales Growth:
(Domestic+Export)

09-10 10-
FY 01-02 02-03 03-04 04-05 05-06 06-07 07-08 08-09
(F,Cast) 11(F,Cast)

Sales Volume 55000 166300 341400 551080 600570 715280 907200 1,070,250 1,250,000 1,500,000
Growth (YoY) 200% 105% 61% 9% 19% 27% 18% 17% 20%
Cumm.(In’000) 55.5 221.8 563.2 1114.3 1714.9 2430.1 3337.3 4407.6 5657.6 7157.6

HMSI achieved 1.27 million unit sales in financial year 2009-10 with a growth of 18% over
2008-09. Keeping the same growth momentum, HMSI unveiled sales plan of over 1.55 million
units in next financial year 2010-11 with a growth of 22% over last fiscal.
 LOCATION OF HASAN HONDA

Factors 1 w X1 Wx1 X2 Wx2 X3 Wx3 X4 Wx4 X5 Wx5 X6 Wx6

Option Pri Mileag
1 6 13 78 ce
3 18Comfor
6 e
36 5 Availabili
30 13 78 60 360
t ty
2 5 11 55 20 100 18 90 17 85 33 165 1 5
3 4 23 92 20 80 20 80 27 108 6 24 4 16
S. No.4 3Highly
20 60 Option
199 57 1217 51 9 18 Yes 5416 14 42 No12 36
1. satisfied Below 25category
Result5 2satisfied
11 22 19
60
38 2720 40 34 17 6.9 34
values 21
61
42 4612 24
X1 2. 6 1Neutral
23 23 26-35 178 Comfort
17 5219 19 41 4.52
16 5.7 16 8 14 14 3811 11
TotalX2 10 330 102 Break
Dissatisfie 310 condition
6 100 316 5 100 327 3.65
5 100 365 100 452
X3 3. d 0 36-45
0 Mileage 1.95
3.3 13
CW X4 4. Highly
3.3 3.1146Design 3 3.1 11 10 3.6
3.20.45 3.27
Above 3 4.5
dissatisfie
X5 d Price 6 7 3.16 5 2
5. Total 15 100
RankX6 3 6 Colour 5 4 3.1 2 1
Dealer Network : Puducherry (Py) (Pondicherry)

Contact PersonMobileEmailName & Address

Hasan Honda 605004 (0413) Mrs. Wahitha 9443268063 wahitha@yahoo.com
38,100 Feet 2354034 Shajahan
Road Opp. To
RTO
Mudaliyarpet
Puducherry (Py)
Pin CodePhone

Part Network : Puducherry (Py) (Pondicherry)

Name & Pin Phone Contact Perso Mobile Email

Address Code n

Hasan Honda 60500 (0413) Mrs. Wahitha 944326806 wahitha@yahoo.co

38,100 Feet 4 235403 Shajahan 3 m
Road Opp. To 4
RTO
Mudaliyarpet
Puducherry
(Py)

Hasan Honda 60500 (0413) Mrs. Wahitha 944326806

90, 9 224663 Shajahan 3
Kamarajsalai 4
Thattanchavady
Puducherry
(Py)

SERVICE LOCATOR

Service Network : Puducherry (Py) (Pondicherry)

ress Pin Phone Contact Person Mobile Email

Code

605004 (0413) Mrs. Wahitha 9443268063 wahitha@yahoo.com

ad 2354034 Shajahan

605009 (0413) Mrs. Wahitha 9443268063

ai Problem 2246634Informa-
Shajahan Evaluati Purchas Post
y Recogni- tion ons of e Purchas
) tion search Alterna- Decision e
tives Behavio
Marketi Buyer’s
Other Buyer’s decision Buyer’s
ng Characteri
Stimuli process decisions
Stimuli -stics
PARTS LOCATOR
Problem recognition Product choice
Economic Cultural Information search Brand choice
Product
Technolog Social Evaluation of Dealer choice
Price
ical Personal Alternatives Purchase timing
Place
Political Psychologic Purchase decision Purchase
Promotion
Cultural al Post-purchase amount
behaviour