CHAPTER I

INTRODUCTION

1.1 INTRODUCTION TO THE STUDY

The study is entitled Brand Perception of Honda products among consumers

in Salem. The main aim of this study of this study is know the Brand Perception of
Honda products among customers and recommend a positioning strategy for the better
performance of the products. The problem is that the company is not fully aware of
the perception of customers towards Honda products, customers needs, wants and all
the factors that influence customers in buying the product. So the study is focused to
know the needs and wants of the customers for each product. Here, the study covers
all the products of Honda. Once the problem is identified, company can take
appropriate measures to tackle the problem. Here, the study identifies the problem by
analyzing the data collected and suggested under suitable measures.

1.2 NEED OF THE STUDY

Two-wheeler on roads by the people is increasing day by day.

To introduce new brand into the market to retain their old customers and also
to attract new customers from the other brand .

The competition is not only in the company level, it also prevails among the
various dealers in the particular city to achieve their sales target.

1.3 OBJECTIVES OF THE STUDY

To analyze customer perception towards Honda vehicles.

To find out the factors influence customer perception on Honda vehicles.

To determine customers perception regarding the services offered by Honda

vehicles.

To identify the customer needs towards Honda vehicles.

1.4 SCOPE OF THE STUDY

The study is to identify the perception of customers towards Honda products

and services. The study identifies the satisfaction by analyzing the data collection and
suggested under suitable measures to the company so as to improve the satisfaction.
The study is planned to undertake within a sample size 172 customers in Salem
district. The study can bring the perception of the customers and their satisfaction by
analyzing the data collection and suggested under suitable measurement to the
company so as to improve the satisfaction of customers. The study can bring the
perception of customer on Honda auto.

1.5 INDUSTRY PROFILE

The surging growth of the two wheeler industry in India has been influencing
several new entrants to start manufacturing newer version of automobiles. In the last
fiscal, the two wheeler industry in the country has seen a remarkable double digit
growth against the previous year. A total of 5, 56,000 units of the automobiles were
produced in India in the last financial year. Leading two wheeler manufacturers like
Bajaj Auto, Hero Honda, TVS Motor, Yamaha Motor are continuously innovating and
coming up with new two wheelers to rope in the increasing number of potential
consumers in India. The annual sale of these various companies has also increased
due to the three wheeler loans offered by numerous financial institutions and banking
organizations.
Repayment is done mainly through equated monthly installments. Most of the public
sector undertaking (PSU) banks in India charge interest of about 12% per annum.
Majority of the PSU banks offer an amount of INR 50,000 to INR 1, 50,000 as loans
for a two wheeler.
There are some criteria based upon which the auto loans for two wheeler are
sanctioned. The individuals seeking loans should have annual gross income of about
INR 50,000 or more. The individual can be a businessman, professional or car is job
holder. Loans are provided for both new vehicles or for used two wheelers that are up
to 3 year old.
If you are a transport operator then you have to down-pay minimum margin
money of about 15 % of the invoice value, tax amount and premium of insurance for
buying a brand new three wheeler. For a used one, you have to pay minimum margin
money of about 25%.
Requirement of guarantee is not mandatory, however in some of the cases you may be
asked to deposit any collateral security. Repayment is usually done within 60 months
in equated monthly installments. The interest rates may be higher in the private banks
and private financial institutions. One thing should be noted that all such terms and
conditions may vary from one bank to another, one financial institution to another.

The two-wheeler industry in India has been in existence since 1955. It consists of
three segments
*Scooters
*Motorcycles
*Mopeds

The increase in sales volume of this industry is proof of its high growth. In 1971, sales
were around 0.1 million units per annum. But by 1998, this figure had risen to 3
million units per annum. Thus the Industrial Policy in India moved from a position of
regulation and tight control in the sixties and seventies, to a more liberalized one in
the eighties and nineties. The two-wheeler industry in India has to a great extent been
shaped by the evolution of the industrial policy of the country. Regulatory policies
like FERA and MRTP caused the growth of some segments in the industry like
motorcycles to stagnate.
These were later able to grow (both in terms of overall sales volumes and
number of players) once foreign investments were allowed in 1981. The reforms in
the eighties like broad banding caused the entry of several new firms and products
which caused the existing technologically outdated products to lose sales volume
and/or exit the market. Finally, with liberalization in the nineties, the industry
witnessed a proliferation in brands.

Also increased from about 0.2 million units of annual capacity in the seventies
to more than 4 million units in the late nineties.The two-wheeler industry in India
began operations within the framework of the national industrial policy as espoused
by the Industrial Policy Resolution of 1956. This resolution divided the entire
industrial sector into three groups, of which one contained industries whose
development was the exclusive responsibility of the State, another included those
industries in which both the State and the private sector could participate and the last
set of industries that could be developed exclusively under private initiative within the
guidelines and objectives laid out by the Five Year Plans.

1.6 COMPANY PROFILE

HONDA MOTOR COMPANY, LTD.

Honda Motor Co., Ltd. (Honda), incorporated on September 24, 1948, develops,
produces, and manufactures a variety of motor products, ranging from small generalpurpose engines and scooters to specialty sports cars. The companys business
segments are the motorcycle business, automobile business, financial services
business, and power product and other businesses. Honda conducts its operations in
Japan and worldwide, including North America, Europe and Asia. On March 22,
2011, the company completed the selling of its entire stake in hero Honda motors
limited to Bahadur Chand investments pvt.ltd. And Hero Investments pvt.ltd.
Motorcycle Business:
Honda produces a range of motorcycles, ranging from the 50 cubic centimeters class
to the 1,800 cubic centimeters class in cylinder displacement. Hondas Motorcycles
use internal combustion engines developed by Honda that are air or water-cooled, two
or four cycle, and single, two, four or six cylinder. Hondas motorcycle line consists
of sports (including trial and Moto-cross racing), business and commuter models.
Honda has also produced all-terrain vehicles (ATVs), personal watercraft (PWC) and
multi-utility vehicles (MUVs). Motorcycles are produced by the company in Japan at
the Kumamoto factory. Hondas motorcycles are also produced by subsidiaries in
countries worldwide, including Italy, Thailand, Vietnam, the Philippines, India, Brazil
and Argentina. Hondas unit sales of motorcycles, ATVs and PWC totaled 9,639
thousand units during the fiscal year ended March 31, 2010 (fiscal 2010).
Automobile Business:
The companys automobiles use gasoline engines of three, four or six cylinder, diesel
engines and gasoline-electric hybrid systems. Honda also offers alternative fuelpowered vehicles, such as neutral gas, ethanol and fuel cell vehicles. Hondas
principal automobile products include passenger cars, minivans, multi-wagons, sport
utility vehicle, and mini cars. Its passenger car models include legend, accord, inspire,
civic, insight, city, Acura RL, Acura TL, Acura TSX and Acura CSX. Its minivans,
multi-wagons and sport utility vehicle brands include Elysion, Odyssey, step wagon,
stream, FREED, FR-V, airwave, fit/jazz, partner pilot, ridgeline, CR-V, element,
crossroad, CR-Z, Acura MDX and Acura ZDX. Its mini cars brands include life, zest,
7

vamos and acty. Automobiles are produced by Honda at two sites in Japan: the
saitama factory and the suzuka factory.
The companys major production sites overseas include those located in Ohio,
Alabama and Indiana in the United States; Ontario in Canada; swindon in the united
kingdom; Ayutthaya in Thailand; Uttar Pradesh in India, and Sao Paulo in brazil.
Yachiyo industry co., ltd., one of the companys consolidated subsidiaries, assembles
mini cars for the Japanese domestic market. Hondas unit sales of automobiles totaled
3,392 thousand units during fiscal 2010.
Financial Services Business:
Honda offers a variety of financial services to its customers and dealers through
finance subsidiaries in countries, including Japan, the United States, Canada, the
United Kingdom, Germany, Brazil and Thailand, with the aim of providing sales
support for its products. The services of these subsidiaries include retail lending,
leasing to customers and other financial services, such as wholesale financing to
dealers.
Honda Motorcycle & Scooter India:
Honda motorcycle & scooter India Pvt. Ltd. (HMSI), the fully owned subsidiary of
Honda Motor Company Of Japan. Honda Company came to the Indian shores in 2004
with the launch of the sleek Honda unicorn. Honda followed up its success with
motorbikes by groundbreaking scooters like the Honda Activa, which has owners all
over the country beaming with pride and pleasure.
Honda bikes India, in order to differentiate them from hero Honda products are going
high on innovative technology. Honda bikes and Honda scooters today are sure to
provide you with something different from the average two-wheeler on the road.
Honda bikes needs to do that to compete against its own collaboration, hero Honda,
and build its separate market share. So right now, Honda consumers have everything
going for them.
Hondas bikes in India have fuel injection technology which is designed to realize
ideal combustion, which results in delivering maximum power output, greatly
improved fuel efficiency and yet be environment-friendly. Honda bikes India have
been well received in the market and have created new benchmarks in their respective
categories.

SHOWROOM PROFILE

TRIUMMPH HONDA, SALEM

Triummph Honda was started on May 2002, near New Bus Stand Salem. The
Triumph Honda located in 4/22, Sri lakshmi complex, Omalur road, Swarnapuri,
Salem-636004.
E-mail id triummphhonda@hotmail.com.
Phone no 0427-2334571/72, 9842777222.
Fax 0427-2419160.
The

Founder

cum

Managing

Director

of

Triumph

Honda

is

S.E.PALANIVELU.
CEO is Mrs.Abirami.
Mr. Deepak is the sales manager.
Mr.Shanmugam is the service manager.
Employees:
In the beginning there were only five (5) salesmen and fourteen (14) servicemen. But
at present it is raised to twenty five (25) salesmen and seventy five (75) servicemen.
Branches:
1. Triummph Honda, Hasthampatti, Salem.
2. Honda authorized service centre, Ammapet.
3. KMP Honda [sub-dealer], Omalur.
4. KLM Honda [sub-dealer], Attur.
Previous Business:
True Sai works.
True Sai I.T.I.
Salem Fuel.
Thrive Cars.

The Competitors in Initial Stage:

Bangalore TVS.
Preethi Bajaj.
Rainbow TVS.
Thangam TVS.
Salem Auto Agencies [YAMAHA].
Current Competitor:
Ramani Honda.
Available Models:
Motorcycles:
1. Shine [125cc].
2. Unicorn [150cc].
3. Unicorn / Dazzler [150cc].
4. Stunner [125cc].
5. Twister [110cc].
6. CBR [150cc/250cc].
7. Dream Yuga [110cc].
Scooters:
1. Activa [110cc].
2. Aviator [110cc].
3. DIL [110cc].
Mopeds:
- Not Available-.

10

CHAPTER II

2.1 LITERATURE SURVEY

A brand perception is defined as the total sum of brand association held in

consumer memory that lead to perception about the brand. These associations of
brand perception are multidimensional and consist of the affective dimension. Simply
stated, brand perception can be defined as the meaning consumer develop
encompasses the holistic interpretation that consumer have about a brand, and the
meaning or personal relevance they ascribe to it.

Brand is the perception that consumer have in mind. It is also the unique
characteristics that have been developed all the time in order to differentiate actual
product from the competitors. (Hu-huies liao,1990) In addition, the American
association defines a brand as a name, term, sing, symbol or design, or a combination
of them intended to identify the goods or service of one seller or group of sellers and
to differentiate them from those of competitors.

11

2.2 THEORETICAL FRAMEWORK

BRAND PERCEPTION
Brand Perception is consumers ability to identify the brand under different
conditions s reflected by their brand recognition or recall performance. Brand recall
refers to consumers ability to retrieve the brand from the memory. Brand Perception
also can be said to be the clear cut idea that a customer posses of the product.

BRAND EQUITY
Brand equity is the added value endowed to products and services. Brand
equity is defined as a set of brand assets and liability linked to brand that adds or
detracts the product or services value based on the customer perspectives. This value
may be reflected in hoe consumers think, feel and act with respect to the brand
consumers ha perceived from marketing programs.

BRAND EXTENSION OR STRETCHING

Brand extension or brand stretching is marketing strategy in which a firm
marketing a product with a well-developed perception usage the same brand name in
a different product category. The new product is called a spin-off. Organization use
this Strategy to increase and leverage brand equity.

12

CHAPTER III

RESEARCH METHODOLOGY

Research methodology is the determination and statement of general

research plan. Research methodology is a way to systematically solve the research
problem. This study is conducted on the basis of a descriptive research method. The
major purpose of descriptive research is description of the state of affairs as it exists at
present. These studies attempt to obtain a complete and accurate description of a
situation. Formal design is required to select the sources of information to collect data
from these sources to analyze those collected data.

3.1 RESEARCH DESIGN

A sound research design is inevitable for a week to be successful. Hence the
research design was descriptive in nature. Descriptive research design includes survey
and fact finding enquires of different kind.

13

3.2 DATA COLLECTION

Primary Data
Primary data is the first hand information obtained form the customer directly by
means of a customer survey conducted with the help of questioner.

Secondary Data
Source of data collection like journals, magazines are used to get data needed. The
company data was provided form the main office and other related websites.

14

3.3 TOOLS AND TECHNIQUES

Simple percentage analysis
No. Of Respondents
Simple Percentage=

----------------------------- * 100
Total No. of Respondents

CHI SQUARE method

Chi-square test (2):

The 2 test is one of the simplest and most widely used non-parametric tests in
statistical work. The formula used to find out the 2 value is
2 = {(O-E)2/E}
Where,
O = stands for observed frequency.
E = stands for expected frequency.
In general the expected frequency for any cell can be calculated from the following
equation:
E = RT*CT/N
Where,
RT = the row total for the row containing the cell.
CT = the column total for the column containing the cell.
N = the total number of observation

Degree of freedom (D.F.) = (r-1) (c-1)

Where,
r = number of rows.
c = number of columns.

15

Charts:
Charts are the graphical representation of data. It is mainly to give a clear picture of
the collected data. Charts help to communicate the data easily to the viewer without
consuming much time. It is done with more care and well planned before representing
the data in a pictorial form.
Report presentation:
Analysis and evaluation of data transform the raw data collected during the field
survey into management information. This has communicated in attractive and
effective information. Report is planned and also relevant to the information needed.
It is clearly represented, effectively illustrated with tables, diagrams etc. printing and
binding is done with special care.

16

3.4 LIMITATION OF THE STUDY

All customers are not aware of all products of Honda, so the findings cannot
be generalized to all the products.

Survey is conducted in Salem district only, so this cannot be generalized to the

whole India.

The time allotted for the study was insufficient.

17

CHAPTER IV

ANALYSIS & INTERPRETATION

TABLE 4.1
HONDA BIKES HAVE

S.NO

PARTICULARS

NO OF

PERCENTAGE

RESPONDENTS
1

Activa

17

34

CBR

Unicorn

15

30

Shine

12

24

Other

TOTAL

50

100

Source : primary data

INTERPRETATION:

34% of the respondents have active and 30% of the Respondents have
unicorn.

18

CHART 4.1

HONDA BIKES HAVE

19

TABLE 4.2

WHEN DID YOU BUY THE BIKE

S.NO

PARTICULARS

NO OF

PERCENTAGE

RESPONDENTS
1

0-1year

22

44

2-3 years

13

26

4-5 years

11

22

6 above

TOTAL

50

100

Source: primary data

INTERPRETATION:

44% of the respondents bought a bike 0-1 year and 26% of the
respondents bought a bike.

20

CHART 4.2

WHEN DID YOU BUY THE BIKE

21

TABLE 4.3

PERCEPTION OF HONDA BIKE

S.NO

PARTICULARS

NO OF

PERCENTAGE

RESPONDENTS
1

Excellent

42

84

Good

16

Fair

Poor

TOTAL

50

100

Source: primary data

INTERPRETATION:

84% of the respondents gave excellent perception of Honda bikes

And 16% of the respondents gave good perception of Honda.

22

CHART 4.3

PERCEPTION OF HONDA BIKE

23

TABLE 4.4

WHY SELECT HONDA

S.NO

PARTICULARS

NO OF

PERCENTAGE

RESPONDENTS
1

Quality

32

64

Price

Product variety

Service

10

20

TOTAL

50

Source : primary data

INTERPRETATION:

In above table 64% of respondents buy a Honda because of quality

8% of respondents buy a Honda price and product variety.

24

CHART 4.4

WHY SELECT HONDA

25

TABLE 4.5

GONE FOR TEST DRIVE

S.NO

PARTICULARS

NO OF

PERCENTAGE

RESPONDENTS
1

Yes

50

100

No

TOTAL

50

100

Source : primary data

INTERPRETATION:

In above table there are 100% of respondents gone test drive.

26

CHART 4.5

GONE FOR TEST DRIVE

27

TABLE 4.6

SOURCES OF KNOWLEDGE ABOUT THE HONDA BIKES

S.NO

PARTICULARS

NO OF

PERCENTAGE

RESPONDENTS
1

Broadcast media

28

56

print media

12

24

Web sites

Friends

16

TOTAL

50

100

Source : primary data

INTERPRETATION:

In above table 56% of the respondents known the Honda by broadcast

media and 24% of the respondents known print media.

28

CHART 4.6

SOURCES OF KNOWLEDGE ABOUT THE HONDA BIKES

29

TABLE 4.7

AWARE OF COMPETITORS BIKE

S.NO

PARTICULARS

NO OF

PERCENTAGE

RESPONDENTS
1

Yes

38

76

No

12

24

TOTAL

50

100

Source : primary data

INTERPRETATION:

In above table 76% of the respondents aware of competitors bikes.

30

CHART 4.7

AWARE OF COMPETITORS BIKE

31

TABLE 4.8

FACTORS INFLUENCE SELECT HONDA

S.NO

PARTICULARS

NO OF

PERCENTAGE

RESPONDENTS
1

Price

16

Brand name

21

42

Engine CC

10

Mileage

16

32

TOTAL

50

100

Source : primary data

INTERPRETATION:

In above table 42% of the respondents brand name has influence select
Honda and 32 % of the respondents mileage.

32

CHART 4.8

FACTORS INFLUENCE SELECT HONDA

33

TABLE 4.9

RATE THE OVERALL PERFORMANCE OF HONDA

S.NO

PARTICULARS

NO OF

PERCENTAGE

RESPONDENTS
1

Highly satisfied

46

92

satisfied

dissatisfied

TOTAL

50

100

Source : primary data

INTERPRETATION:

In above table 92% of the respondents highly satisfied Honda and 8%

of the respondents satisfied Honda.

34

CHART 4.9

RATE THE OVERALL PERFORMANCE OF HONDA

35

TABLE 4.10

ACCORDING BUILD A GOOD BRAND PERCEPTION ABOUT THE

HONDA

S.NO

PARTICULARS

NO OF

PERCENTAGE

RESPONDENTS
1

Quality

34

68

Price

12

Modules

16

Others

TOTAL

50

100

Source : primary data

INTERPRETATION:

In above table 68% of the respondents quality is the build a good

brand perception and 16% of the respondents modules.

36

CHART 4.10

ACCORDING BUILD A GOOD BRAND PERCEPTION ABOUT THE

HONDA

37

TABLE 4.11

COMPLAIN RESOLVED SITUATION

S.NO

PARTICULARS

NO OF

PERCENTAGE

RESPONDENTS
1

Very satisfactory

47

94

Average

Unsatisfactory

TOTAL

50

100

Source : primary data

INTERPRETATION:

In above table 94% of the respondents are very satisfied on their

complaints and 6% of the respondents are average on their complaints.

38

CHART 4.11

COMPLAIN RESOLVED SITUATION

39

TABLE 4.12

MODE OF PAYMENT PURCHASING

S.NO

PARTICULARS

NO OF

PERCENTAGE

RESPONDENTS
1

Full Cash

17

34

Loan

33

66

TOTAL

50

100

Source : primary data

INTERPRETATION:

In above table 66% of the respondents are purchasing Honda bike by loan
and 33% of the respondents are purchasing Honda bike by full cash.

40

CHART 4.12

MODE OF PAYMENT PURCHASING

41

TABLE 4.13

RANK THE ATTRIBUTES OF HONDA BIKES

S.NO

PARTICULARS

NO OF

PERCENTAGE

RESPONDENTS
1

Style

21

42

Mileage

14

28

Performance

13

26

Price

TOTAL

50

100

Source : primary data

INTERPRETATION:

In above table there are 42% of the respondents style is attributes and
28% of the respondents mileage is attributes.

42

CHART 4.13

RANK THE ATTRIBUTES OF HONDA BIKES

43

TABLE 4.14

OPINION ON THE PERFORMANCE OF HONDA BIKES

S.NO

PARTICULARS

NO OF

PERCENTAGE

RESPONDENTS
1

Excellent

27

54

Good

12

24

Satisfactory

11

22

Poor

TOTAL

50

100

Source : primary data

INTERPRETATION:

In above table 54% of the respondents gave opinion of excellent and %

of the respondents gave opinion of good.

44

CHART 4.14

OPINION ON THE PERFORMANCE OF HONDA BIKES

45

TABLE 4.15

AVAILABILITY OF SPARE PARTS OF THE HONDA

S.NO

PARTICULARS

NO OF

PERCENTAGE

RESPONDENTS
1

Easily available

36

72

Hardly available

14

28

Not available

TOTAL

50

100

Source : primary data

INTERPRETATION:

In above table 72% of the respondents easily available of spare

parts and 28% of the respondents hardly available of spare parts.

46

CHART 4.15

AVAILABILITY OF SPARE PARTS OF THE HONDA

47

TABLE 4.16

PREFER SERVICE THE BIKE

S.NO

PARTICULARS

NO OF

PERCENTAGE

RESPONDENTS
1

Service centre

14

28

Authorized Dealer

28

56

Local Mechanic

12

24

TOTAL

50

100

Source : primary data

INTERPRETATION:

In above table 56% of the respondents prefer authorized dealer for

their bike services and 28% of the respondents service centre for their bike services.

48

CHART 4.16

PREFER SERVICE THE BIKE

49

TABLE 4.17

SATISFIED WITH HONDA BIKES

S.NO

PARTICULARS

NO OF

PERCENTAGE

RESPONDENTS
1

Yes

50

100

No

TOTAL

50

100

Source : primary data

INTERPRETATION:

In above table there are 100% of the respondents satisfied with

Honda bikes.

50

CHART 4.17

SATISFIED WITH HONDA BIKES

51

TABLE 4.18

SATISFIED WITH THE AFTER SALES SERVICE

S.NO

PARTICULARS

NO OF

PERCENTAGE

RESPONDENTS
1

highly Satisfied

29

58

Satisfied

21

42

Dissatisfied

TOTAL

50

100

Source : primary data

INTERPRETATION:

In above table 58% of the respondents highly satisfied with the after
sales service and 42% of the respondents satisfied with the after sales service of
honda.

52

CHART 4.18

SATISFIED WITH THE AFTER SALES SERVICE

53

TABLE 4.19

SUGGEST HONDA BIKES TO OTHERS

S.NO

PARTICULARS

NO OF

PERCENTAGE

RESPONDENTS
1

Yes

50

100

No

TOTAL

50

100

Source : primary data

INTERPRETATION:

In above table there are 100% of the respondents Suggest Honda bikes to
others

54

CHART 4.19

SUGGEST HONDA BIKES TO OTHERS

55

CHI-SQUARE TEST
Hypothesis :

NULL HYPOTHESIS : there is no significance difference between performance

and satisfied
ALTERNATIVE HYPOTHESIS : there is some significance difference between
performance and satisfied

Frequencies

Performance
Observed N

Expected N

Residual

46

25.0

21.0

25.0

-21.0

Total

50

Satisfied

Observed N

Expected N

Residual

29

25.0

4.0

21

25.0

-4.0

Total

50

56

Test Statistics
performance
Chi-Square
Df
Asymp. Sig.

satisfied
35.280a

1.280 a

14

14

.000

.258

a. 0 cells (.0%) have expected frequencies less than 5. The minimum expected cell frequency is 25.0.

2 table value for 5% at 14 degrees of freedom = 23.685

2 calculated value > 2 table value
So, we reject H0.
RESULT:

Since calculated value greater than tabled value, so we reject null hypothesis. So,
there is some significance difference between performance and satisfied

57

CHAPTER V

5.1 FINDINGS
34% of the respondents have activa and 30% of the respondents have unicorn.
44% of the respondents bought a bike 0-1 year.
84% of the respondents gave excellent perception of Honda bikes.
100% of respondents gone test drive.
56% of the respondents known the Honda by broadcast media

76% of the respondents aware of competitors bikes.

42% of the respondents brand name influence has select Honda.

92% of the respondents highly satisfied Honda.
68% of the respondents quality is the build a good brand perception.
94% of the respondents are very satisfied on their complaints.
66% of the respondents are purchasing Honda bike by loan.
42% of the respondents style is attributes.

54% of the respondents gave opinion of excellent.

72% of the respondents easily available of spare parts.

56% of the respondents prefer authorized dealer for their bike

Services.

100% of the respondents satisfied with Honda bikes.

58% of the respondents highly satisfied with the after sales service.

100% of the respondents Suggest Honda bikes to others.

58

5.2 SUESSTIONS
Quality is more important factor that customer expect from Honda
bikes so quality should be maintained for all bikes.
The after sales service has to be improved.
The awareness of the new products should be reached to the customers
through effective advertisement.

59

5.3 CONCLUSION

To conclude, the perception of brand among customers decides the level of

success of the product. Brand plays a vital role as a key success in providing higher
profit margins for firms if it is properly managed. The best way to reach the product
to customer is advertisement.

60

ANNEXURE

Name

Age

: Below 30

Gender

: Male

Occupation

31-40

41-50

Above 51

Female

: Agricultural

Business

Govt.Employee

Pvt.employee

Income: Below 20000

others

200001-30000

30001-40000

above 40000

1. What type of Honda product you have?

Activa

CBR

Unicorn

Shine

Other

2. When did you buy the bike?

0-1year

2-3 years

4-5 years

6 above

3. What is perception of Honda products in your mind?

Excellent

Good

Fair

poor

4. Why you select Honda?

Quality

Price

Product variety

61

service

5. Have you gone for test drive

Yes

No

6. What are the sources of knowledge about the product?

Broadcast media
Web sites

print media
Friends

7. Are you aware of competitors product before buying the product?

Yes

No

If yes mention_______________________

8.

What factors influence you to select Honda?

Price

Brand name

Engine CC

Mileage

9. How do you rate the overall performance of Honda?

Highly satisfied

satisfied

dissatisfied

10. Which is the following according to you help to build a good brand perception
about the Honda?
Quality

Price

Modules

Others

11. If you had cause to complain, how was the situation resolved?
Very satisfactory

Average

Unsatisfactory

12. What is your mode of payment while purchasing a product?

Cash

Loan

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13. Rank the attributes of HONDA bikes as per your preference, Rank 1 Most
attractive,

Style

Mileage

Performance

Price

14. What is your opinion on the performance of HONDA bikes?

Excellent

Good

Satisfactory

Poor

15. How is the availability of spare parts of the HONDA?

Easily available

Hardly available

Not available

16.When it comes to service the bike, where would you prefer?

Service centre

Authorized Dealer

Local Mechanic

17.Are you satisfied with Honda products you use?

Yes

No

18. Are you satisfied with the after sales service provided by Dealer?

Highly Satisfied

19.

Do

you

want

Satisfied

to

suggest

Dissatisfied

Honda

products

to

your

friends

relatives?

Yes
Please mention your suggestions

No
__________________________

20. Give your valuable suggestion regarding to improvement of Honda?

63

and

BIBLIOGRAPHY
BOOKS:
- Philip Kotler, Kevin Lane Keller, Abraham Koshy & Mithileshwar Jha
Marketing Management Published by Doring Kindersley (India) Pvt. Ltd.,
Delhi. 13th Edition.
V.S.Ramaswamy & S.Namakumari Marketing Management Published
by Rajiv Beri for Macmillan Publishers India Ltd, New Delhi. 4th Edition.
C.R.Kothari Research Methodology International (P) Ltd, New Delhi,
2nd Edition.
WEBSITES:
www.graphicproduct.com
www.reachstudy.com
www.Google.com

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