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Internship Report On
“A STUDY ON PRODUCT MIX AT HONDA MOTOR CYCLE”
BY
SUNIL .HS
1NZ13MBA45
Submitted to
VISVESVARAYA TECHNOLOGICAL UNIVERSITY, BELGAUM
In partial fulfillment of the requirements for the award of the degree of
MASTER OF BUSINESS ADMINISTRATION
Under the guidance of
INTERNAL GUIDE EXTERNAL GUIDE
Mrs. SREOSHI DAS GUDTHA MR. RAVIKUMAR
PROFESSOR MANAGER
Department of Management
NEW HORIZON COLLEGE OF ENGINEERING
OUTER RING ROAD, MARATHALLI, BANGALORE
2013-15
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ACKNOWLEDGEMENT
I thank the almighty God for the blessing that have been showered upon me to complete the
project successfully.
An undertaking of this type is a result of contribution received from a number of people. Never
can this reports are claim as my individual effort. No amount of words written will be sufficient
and adequate to acknowledge all the people who have provided me with the inspiration, guidance
and help during the preparation of the project. Therefore, I extend our deep sense of gratitude
towards them.
On the period of completion and submission of project I would like to express my deep sense of
gratitude to NHCE, VTU for providing me Platform of management studies. I thank to our
Principal DR. MANJUNATHA for his moral support during the project.
I express my heartiest gratitude to my project guide and Director of Management studies Dr.
SHEELAN MISHRA for her full support during the completion of the project report
successfully.
And I am too glad to my project external guide Mr. RAVI KUMAR, Proprietor providing an
opportunity to carryout project on “PRODUCT MIX AT HONDA MOTOR CYCLE” and
also for their help and tips whenever needed. Without his co-operation it was impossible to reach
up to this stage.
At last, my sincere regards to my parents, friends and the employees of the company who have
directly or indirectly helped me in the project.
Mr. SUNIL.H.S
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LIST OF CONTENT
CHAPTER‟S PARTICULARS
PAGE NO
CHAPTER 1 INTRODUCTION
1-11
CHAPTER 2 INDUSTRY AND COMPANY PROFILE
12-33
CHAPTER 3 THEORITICAL BACKGROUND OF THE STUDY
34-46
CHAPTER 4 ANALYSIS AND INTERPRETATION
47-72
CHAPTER 5 FINDINGS AND CONCLUSIONS
73-76
CHAPTER 6 RECOMMENDATION AND SUGGESTION
77-78
CHAPTER 7 BIBLIOGRAPHY
79-80
CHAPTER 8 ANNEXURES
71-85
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LIST OF TABLE
TABLE NO PARTICULARS PAGE NO
4.1 Table showing age group of the respondents
48
4.2 Table showing occupational status of the respondents
49
4.3 Table showing education status of the respondents
50
4.4 Table showing income status of respondents (monthly
income)
51
4.5 Table showing crossable for features considered while
choosing bikes and opinion about Honda bikes
52
4.6 Table showing factors which promotes the customer to
know about the Honda
53
4.7 Table showing respondents opinion on the utility of
Honda bikes
54
4.8 Table showing awareness about various Honda bikes
55
4.9 Table showing factors which promotes the customer to
know about the Honda motor cycle
56
4.10 Table showing which Honda vehicle you are using
57
4.11 Table showing in future which bike you prefer. 58
4.12 Table showing comparison of Honda with other bikes in
market
59
4.13 Table showing crossable for external look description
and opinion about Honda bikes
60
4.15 Table showing major problems with the bikes since the
purchase
62
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4.16 Table showing satisfaction about the fuel efficiency of
the bike
63
4.17 Table showing rating about Honda bikes
64
4.18 Table showing mode of purchase
65
4.19 Table showing who is the financer
66
4.20 Table showing do you call Honda the no1 bike of the
country
67
4.21 Table showing cross Table for satisfaction with after
sales services and opinion about Honda bikes
68
4.22 Table showing do you feel you got your money's worth
69
4.23 Table showing mileage of your vehicle
70
4.24 Table showing crossable for opinion regarding price of
spares and opinion about Honda bikes
71
4.25 Table showing crossable for colour preference and
opinion about Honda bikes
72
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LIST OF GRAPH
GRAPHNO PARTICULARS PAGE NO
4.1 Graph showing age group of the respondents
48
4.2 Graph showing occupational status of the respondents
49
4.3 Graph showing education status of the respondents
50
4.4 Graph showing income status of respondents (monthly
income)
51
4.5 Graph showing crossable for features considered while
choosing bikes and opinion about Honda bikes
52
4.6 Graph showing factors which promotes the customer to
know about the Honda
53
4.7 Graph showing respondents opinion on the utility of Honda
bikes
54
4.8 Graph showing awareness about various Honda bikes
55
4.9 Graph showing factors which promotes the customer to
know about the Honda motor cycle
56
4.10 Graph showing which Honda vehicle you are using
57
4.11 Graph showing in future which bike you prefer. 58
4.12 Graph showing comparison of Honda with other bikes in
market
59
4.13 Graph showing crossable for external look description and
opinion about Honda bikes
60
4.14 Graph showing rating shock absorbers of the bike
61
4.15 Graph showing major problems with the bikes since the
purchase
62
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4.16 Graph showing satisfaction about the fuel efficiency of the
bike
63
4.17 Graph showing rating about Honda bikes
64
4.18 Graph showing mode of purchase
65
4.19 Graph showing who is the financer
66
4.20 Graph showing do you call Honda the no1 bike of the
country
67
4.21 Graph showing cross Table for satisfaction with after sales
services and opinion about Honda bikes
68
4.22 Graph showing do you feel you got your money's worth
69
4.23 Graph showing mileage of your vehicle
70
4.24 Graph showing crossable for opinion regarding price of
spares and opinion about Honda bikes
71
4.25 Graph showing crossable for colour preference and
opinion about Honda bikes
72
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EXECUTIVE SUMMARY
The project is all about the A Study on “PRODUCT MIX AT HONDA MOTOR CYCLE‟‟
The Chapter 1 of this project is about the introduction to
Internship and Project Title, Objective, Scope, Research Methodology, Literature Review,
Limitation
The Chapter 2 is about Industry, company background, nature, vision, mission, objectives,
products, and Future Perspective of the company.
The chapter 3Theoretical background of the study
The chapter 4 deals with Data Analysis and Interpretation covering the calculation by using
Chi-square test with Bar chart.
The Chapter 5 deals with Findings, conclusion and suggestion
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CHAPTER: 1
INTRODUCTION
1.1 INTRODUCTION ABOUT THE INTERNSHIP
An internship is a learning situation where the student has the occasion to gain practical
experience. When placed in this situation, students expand their concepts of different
organizational structures and different working relationships within the workplace. The intern is
expected to provide information on the organization, in which he or she worked, reports of
specific work completed, and specific sports and or recreational aspects relevant to the assigned
tasks. The report also provides information on your communication skills and should indicate
critical thinking skills. Since a major part of your experience should be related to either sports or
recreation, that should be demonstrated in your report.
BENEFITS OF AN INTERNSHIP
Be able to experience a prospective career path
Gain practical experience, by applying methods and theories learned in classes
Network with professionals in your field, for references and future job opportunities
Apply classroom Knowledge
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1.2 TITLE OF THE STUDY
“A STUDY ON PRODUCT MIX AT HONDA MOTOR CYCLE”
1.2 STATEMENT OF PROBLEM
The above mentioned study becomes necessity today for the simple reason that the consumer
today has a very wide variety of motor cycles to choose from, where some brand of motor cycles
offer latest technology, some rand offer high mileage and others sturdiness and reliability while
some brands offers speed and pick up. All these factors have made a very deep impact on the
choice of the consumer.
The main purpose of their study is to determine the range of products at Honda motorcycles.
This study also tries to comparatively analyze and interpret the extent of the various models of
Honda motor cycles in the present market scenario.
1.4 OBJECTIVES OF THE STUDY
The specific objectives of the study are:
1. To identify the factors which influence consumer‟s purchase decisions?
2. To determine and compare the various models/ brands of Honda Motor Cycles
3. To identify the areas of Honda Motor cycles which requires improvement as perceived by
customers
4. To provide suitable suggestions to the manufacturers to enhance the products and there
range of study.
5. To help determine / analyze the potential scope of desired product towards the customers
1.5 SCOPE OF THE STUDY
This study is conducted in Bangalore City Only.
This study is undertaken to understand the taste and preference of the customer towards Honda
bikes at TANSI Honda Motor Cycles.
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The study is restricted to comparing the following 6 brands which are popular in Bangalore City.
It tries to determine the features of TANSI Honda Motorcycles, which have let to dissatisfaction
among the users and provide suitable suggestions for the improvement of the product. It covers
the consumer profile of motorcycle owners with reference to age, income, occupation etc.
1.6 REVIEW OF LITERATURE
Literature review:
Borden (1965) claims to be the first to have used the term “marketing mix” and that it was
suggested to him by Culliton‟s (1948) description of a business executive as “mixer of
ingredients”. An executive is “a mixer of ingredients,who sometimes follows a recipe as he goes
along, sometimes adapts a recipe to the ingredients immediately available,and sometimes
experiments with or invents ingredients no one else has tried” (Culliton, 1948).
The early marketing concept in a similar way to the notion of the marketing mix, based on the
idea of action parameters presented in 1930s by Stackelberg (1939). Rasmussen (1955) then
developed what became known as parameter theory.
He proposes that the four determinants of competition and sales are price, quality, service and
advertising. Mickwitz(1959) applies this theory to the Product Life Cycle Concept.
Borden‟s original marketing mix had a set of 12 elements namely: product planning; pricing;
branding; channels of distribution; personal selling; advertising; promotions; packaging; display;
servicing; physical handling; and fact finding and analysis. Frey (1961) suggests that marketing
Dio Aviator
Unicorn Shine Stunner
Activa
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variables should be divided into two parts: the offering (product, packaging, brand, price and
service) and the methods and tools (distribution channels, personal selling,
advertising, sales promotion and publicity). On the other hand, Lazer and Kelly (1962) and
Lazer, Culley and Staudt(1973) suggested three elements of marketing mix: the goods and
services mix, the distribution mix and the communication mix. McCarthy (1964) refined
Borden‟s (1965) idea further and defined the marketing mix as a combination of all of the factors
at a marketing manger‟s command to satisfy the target market. (Goi 2009)
Product selection matters for a firm‟s productivity and long-run growth. Recent theoretical and empirical
studies indicate that an important margin of adjustment to policy reforms is the reallocation of output
within firms through changes in product mix decisions. This paper examines the frequency, pervasiveness
and determinants of product switching and upgrading activities in firms located in China‟s state-owned
forest areas during a period of gradual institutional and managerial reforms (2004-2008). We find that
changes to the product mix are pervasive and characterized by adding or churning products rather than
only shedding products. Moreover, changes in firms‟ product mix have made a significant contribution to
the aggregate output growth during our sample period. We also find that firms with different
characteristics, human capital and market conditions differ in their propensity to diversify and upgrade
product mix. (Wengb February 2012)
Valuing manufacturing flexibility has been done for more than two decades. In this paper,
however, we will focus on the flexibility related to product mix. Traditionally, investment
appraisal is based on net present value and other discounted cash flows techniques. These tech-
niques ignore the value of flexibility related with management adaptation, or the influence of
new information during the project life time [3]. Another relevant problem is the increase of
variables affecting the decision process, despite the required profitability under demand
fluctuation [4], such as flexibility, cost adaptabil-ity, equipment‟s requirements and eventual
reconfiguration [5], mainly linked with the diversified customer base, product models and
variants extension, smaller lot sizes, accelerated time to market and shorter life-cycles [6,7].
Recent developments in technology, like flexible manufacturing systems, can provide benefits
that are not properly captured by traditional approaches; we refer mainly to economies of scope
[8]. The Real options approach, on the other hand, requires expected discounted future cash-
flows to be signif-icantly above the investment costs, by addressing the limitation of traditional
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approaches and valuing the flexibility of management decisions along the project period [9].
Traditional techniques admit that management makes an irre-vocable decision on the basis of
future market expectations, assuming that the deterministic discounted cash flows are known at
the initial moment. The traditional techniques can be used and are valid in the absence of
uncertainty, but their use is not correct when managers are able to react in the presence of new
informa-tion from the market and, therefore, to improve the value of the project. Manufacturing
flexibility is the ability to deal with a changing environment and can be seen as a competitive
priority [10–12], but acquiring flexibility has a cost [13] and should be valued [14]. The
literature reports several methods to measure the manufacturing flexibility (see, e.g. [15–21]).
Different studies on managerial flexibility have been done for almost two decades, using real
options and other techniques (see, e.g. [3,22–26]). The bases of the developments are the
decisions whether to buy flexible or non-flexible equipment and how much capacity should be
acquired, with regard to the fact that investment is irreversible. Different types of flexibility can
be evaluated such as the “vol-ume”, “process” and “product mix”, which can be, respectively,
defined as the ability to operate profitably at different outputs or scales, with different designs
and routes or in the presence of sev-eral products being manufactured without causing set-ups
increase (e.g. [27,28]). We refer specifically to product mix flexibility and the capacity of
production equipment to handle the product mix changes [29], and we follow Berry and Cooper
[29] that defined product mix flexibility as the ability to manufacture a wide range of products or
variants with expected low changeover costs. Gerwin [30] focused on equipment and features
related to volume and mix flexibility. Slack [31] discussed the implications of the resources on
flexibility, e.g., process technology versus volume and mix flexibil-ity. Olhager [32] mapped,
among others, set-up time as a source of volume and/or mix flexibility. Chang et al. [33] studied,
e.g., the ratio of manufacturing technology to the mix and volume flexi-bility. Hutchison and Das
[34] listed the ability to produce a wide range of products and quick changeover times as
capabilities to achieve mix flexibility. Finally, we can refer Wang et al. [35], who put the
attention on the relationship between mix optimisation and manufacturing complexity. In 1996,
Trigeorgis [3] proposed a real option approach to value. (Rui Fernandes∗ Received 11 September
2011)
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1.7 HYPOTHESIS
Chaddock summarizes Hypothesis as being “ an explanation held after careful canvass of known
facts, with full knowledge of other explanations that have been offered and with a mind open to
change, if the facts disclosed by the inquiry warrant a different explanation.”
The Hypothesis for the current study being:
Product range of Honda motor cycles in general being good as seen through previous study
conducted in Bangalore during 2007 -08
Honda motorcycle satisfies all group and class of customers and all the products are targeted to
different levels and stages of customers.
1.8 OPERATIONAL DEFINITION OF CONCEPTS
Marketing: The process of planning and executing the conception, pricing, promotion, and
distribution of ideas, goods, and services to create exchanges that satisfy individual and
organizational goals.
Product is the physical product or service offered to the consumer. In the case of physical
products, it also refers to any services or conveniences that are part of the offering. Product
decisions include aspects such as function, appearance, packaging, service warranty, etc.
Product line is a group of closely related products Which are able to satisfy a class of need, to
be used together, to be sold to the same consumer groups, to be moved through the same
distribution channels or fall within a given price range .
Product range on the other hand, speaks of the depth of specialization in terms of verities based
on consumer pockets and functional requirements.
Product design: the marketing decisions start with designing the product in a way which is
required by the target consumes. Product design is a important factor in the sale of many
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products. Product designed properly enhances their utility, attractiveness ease of operation,
safety and appeal; good design.
Product quality: establishment and control of quality standards is a basic step in merchandising
Generally, specific grades or standard quality are established for products either by agreement
among the producers or by law. These product quality standards are based on factors like –
colour, texture, flavor, weight, finish, appearance, size, shrinkage, strength, shape, moisture, and
other physical feature depending on the nature of product.
1.9 SAMPLING PLAN
The population of this was very large; hence it was decided to do a sample survey rather, than
census study. The sampling plan consisted of decision relating to sampling unit, sample size &
sampling procedures.
Sampling Unit - “Who is to be surveyed”, since, we are interested in studying the level of
satisfaction among the users of TANSI Honda Motorcycles, the owners/users of TANSI Honda
Motorcycles of the 5 brand namely Activa, Dio, Shine, aviator, Unicorn, stunner
Sampling Size: The sample size selected for this study is 100 users of TANSI Honda
Motorcycles, which appears to be adequate.
Sampling Procedures: Since the study involves, comparison of level of satisfaction of the users
of above said brands of motorcycles, the convenience & quota sampling procedure was adopted.
1.10 METHODOLOGY OF STUDY
Methodology of study adopted was survey method. The information needed for the exposure of
the consumer to various brands, product attributes & the level of satisfaction after, actual use.
Data was collected from both, primary & secondary sources. A questionnaire was made use &
sample sizes of 100 respondents were interviewed.
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RESEARCH DESIGN
“Research Design is the arrangement of conditions for collection and analysis of data in a
manner that aims to combine relevance to the research purpose with economy in procedure.” –
SeltizJahoda, Destsch and Cook.
Designing of the Research is thus a process of deliberate anticipation directed toward bringing
the dissertation under a specific order / phases of execution and control.
1.11 TOOLS FOR THE DATE COLLECTION
A carefully planned comprehensive questionnaire containing both structured & unstructured
questions, framed to suit the objectives to study the usage of various models of motorcycles etc.
It was pre-tested on sample of 10 respondents to look for any difficulties in answering the
questions as well as possible inconsistencies. Necessary modifications were made after, getting
the feedback.
Primary data:
It is the first hand information collected from the consumers themselves. It is the most popular
and reliable means of data.
In this instance, Primary data constitutes the basis of this study. It is to be collected by means of
a questionnaire that is to be answered by a sample of 100 respondents, selectively chosen to
represent the population.
Secondary data:
Secondary data is that information that has already been compiled for earlier researches and can
be sourced through the various Medias of mass communication. Most Popular sources of
secondary data being Websites / Internet.
Books, magazines, journals and news papers
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FIELD WORK
The area / location wherein the research is done have to be carefully chosen, for it is a variable
that is most important for the success of the project.
The location chosen for the conducting of the particular research in question is the City of
Bangalore only. The respondents were interviewed using the questionnaire in places like
college, commercial complexes & parking lots in prime areas of Bangalore. The interview lasted
for duration of 10-15 minutes per respondents.
1.12 PLAN OF ANALYSIS
The filled up questionnaires were segregated according, to SIX brands. These were then checked,
numbered & the contents tabulated. The raw data was edited before, tabulating.
The tables thus, obtained were analyzed with the help of statistical techniques, averages &
percentages in order to interpret the data & to draw the conclusions.
The entire study will be presented in a simple, user-friendly format and made colourful&
attractive to look at so as to ensure it to be interesting throughout and not just a bland statement
of facts.
The primary data collected being in the same time frame, the subsequent analysis, interpretation
and drawing of conclusions and recommendations specified by the researcher are all the most
distinctive in the given reference period. The replication of the same study, post the reference
period may not provide the same results again.
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1.13 LIMITATIONS OF THE STUDY
It is but impossible to be perfect at the art of executing research study. The minor setbacks to the
study, in the form of certain constraints and limitations, are however minimized to the greatest
extent possible by being aware of them and constantly working towards diminishing their effect
on the study.
The limitations, if still present, may be due to the following reasons:
1. Study confined to limited geographical area (limited areas within the city of Bangalore)
2. The findings are substantially based on the information given by the respondents.
3. Due to short period of time & cost involvement being, high the study was confirmed to
Bangalore unit only.
4. Survey is limited to 100 respondents, which is rather, small when compared to the
population of motorcycle users in the city. Hence, this sample size may not be truly
representative.
5. Since spontaneous reactions have been taken as the basis of analysis, the replication of
this study may not give the same results again
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CHAPTER 2
COMPANY PROFILE
2.0 HONDA MOTOR CYCLE AND SCOOTER
Honda Motorcycle and Scooter India (Pvt.) Ltd. (HMSI) is a wholly owned subsidiary of Honda
Motor Company Ltd., Japan. It came into existence on 20th August 1999. The foundation stone
of the manufacturing unit was laid down on 14th December 1999 and the factory was completed
and started production in January 2001.
Honda Motor Company, Japan with its headquarters in Tokyo has manufacturing operations in
32 countries. It is one of the big players in the manufacturing of two wheelers across the world.
The HMSI factory is spread over 52 acres at Manesar, Gurgaon (Haryana).
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 cap city 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 crores.
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.
• Official Name Honda Motorcycle & Scooter India Pvt. Ltd.
• Established 20th Aug, 1999
• Place Manesar, District Gurgaon, Haryana, India
• Investment Rs. 300 Crore
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• Representative Mr. Shinji Aoyama, President & CEO
• Factory Location Manesar, District Gurgaon, Haryana, India
• Production Capacity 10,000,00 Units per Year
2.1 Organizational Chart
TANSI MOTORS PVT LTD
Office Asst
Technic
ians
Technician
s
PDI
Asst.
Spares
asst.
RTO in
charge
Tele marketing
DMS In
charge
Mgr
RTO
Service
superviso
r
DMS
operator
Asst.
Mgr
Service
Accounts
Asst. Sales
Executive
Mgr
Service
s
Mgr.
Accounts
Manager –
Inst. Sales
/MR
Mgr
Spares
Sr. Sales
Executive
Mgr PDI
General Manager- sales
DIRECTORS
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2.2 BUSINESS OPERATIONS OF HMSI IN INDIA
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2.3 HONDA PHILOSOPHY
HONDA Philosophy...
Honda believes in the three joys to bring in the ultimate customer satisfaction. The joy
customers experience when buying and using Honda 2-wheerers. The joy dealers experience
when selling Honda 2 wheelers and in providing service to customers. The joy of
manufacturing Honda 2 wheelers.
When joy becomes integral excellence becomes a habit. That is the philosophy that rides
Honda into millions of hearts. The commitment of unbeatable Honda quality builds an
enduring relationship right from making of Honda to the ownership experience. Truly a
creator‟s commitment, a seller‟s delight and a buyer‟s pride, every beat of Honda engine
brings alive pure joy each time, every time.
HMSI operates on a principle, which is followed worldwide by all Honda companies.
Maintaining a global viewpoint, we are dedicated to supplying products of the highest quality,
yet at a reasonable price for worldwide customer satisfaction In line with Honda's Philosophy,
HMSI conducts all its daily activities in pursuit of the following joys.
In line with Honda's Philosophy, HMSI conducts all its daily activities in pursuit of the following
joys.
Joy of buying.
Joy of selling.
Joy of Manufacturing
The joy of using world class products
The joy of selling world class products
The joy of producing high quality products
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2.4 HONDA WORLDWIDE
Honda Motor Company, Japan with its headquarters in Tokyo, has manufacturing operations in
32 countries with 109 production bases. It has 3 business divisions namely 2-wheelers, 4-
wheelers and Power Products. Apart from HMSI that manufactures 2-wheelers, the other
business divisions in India include Honda Siel Cars India Limited (HSCI) and Honda Siel Power
Limited (HSPL).
The company principal of Honda Worldwide is dedication to supplying products of the highest
quality yet at a reasonable price for worldwide customer satisfaction
2.5 PRODUCT PROFILE
VARIANT ACTIV
A
DIO SHINE UNICORN STUNNER AVIATOR
Showroom
price
38000 37000 47000 60000 56000 35800
Road value 43000 42000 53000 63700 60,508 40500
Note: Prices are subject to change as per the existential rates at the time of purchase,
registration and delivery. The colours offered are of an exciting and varied range, details of
which can be collected at your nearest dealership.
2.6 HONDA TWO WHEELERS
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Honda two wheelers, and I mean Honda motorbikes and Honda scooters produced directly by
Honda Company, and not by Hero Honda or Kinetic Honda came to the Indian shores in 2004
with the launch of the sleek Honda Unicorn. The Honda Unicorn introduced the first puncture
resistant tubes to the Indian two-wheeler market. 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.
Bikes from Honda:
Honda Shine
Honda Unicorn
Honda Aviator
Honda Dio
Honda Activa
Honda Stunner
HONDA MOTOR CYCLES
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2.7 Honda Shine - Shine (Alloy Wheel) (125 cc)
A masterful blend of form and function, the new Honda Shine brings together the best of all that
is sought in a motorcycle into one awe-inspiring piece of automotive technology.
Equipped with a host of advanced technologies like Multi Mapping CDI, Tumble Flow
Combustion Chamber, Long Intake Pipe and Connecting Tube, CV Carburetor, 2 Way Air Jacket
and Pulse Exhaust System, the newly developed 125 cc 'Optimax' engine delivers class leading
10.3 BHP which enables Honda Shine to deliver the best balance of pickup and mileage.
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2.7.1 SPECIFICATION
WEIGHT / MEASUREMENTS
Kerb Weight
122 Kgs
Length
2015 mm
Width
730 mm
Height
1070 mm
Wheelbase
1265 mm
Fuel Tank Capacity (Full )
11 liters
Reserve Tank Capacity
1.3 liters
PERFORMANCE
Acceleration (0-60kmph) 5.3
Mileage 65kmpl
BODY
Frame Advanced Design Diamond Frame
Front Suspension Telescopic
Rear Suspension 3 step hydraulic shock absorber
Front Tyre 2.75 x 18 42p (4pr)
Rear Tyre 2.75 x 18 48p (6pr)
Front Brake Type 240 mm Disc /130mm drum
Rear Brake Type 130 mm Drum
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2.8 Honda Unicorn - Unicorn (Alloy Wheel) (150 cc)
Powered by a newly developed Honda 4-stroke 150cc engine and incorporating many cutting-
edge technologies developed by Honda's global R&D team, Unicorn sets new benchmarks for
premium motorcycles in India with its swift acceleration, superior mileage, captivating style.
Unicorn is engineered and styled for the tastes of the younger generation having focused vision
in lives. With the 4-stroke 150cc engine delivering a whooping 13.3 bhp, Unicorn is the fastest
premium motorcycle in India racing from 0 to 60 kms`` per hour in a mere 5 seconds. Unicorn
has a distinctive sporty and macho design with a racy front face, masculine fuel tank with knee
grip and a natty rear. Unicorn offers superior mileage through a combination of the famed 4-
stroke Honda engine, cutting edge technologies like Multi-Mapping CDI, Tumble Flow
Combustion Chamber and Roller Rocker arm, and a classy aerodynamic body. It delivers 60kto a
liter.
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2.8.1 SPECIFICATION
WEIGHT / MEASUREMENTS
Kerb Weight
146 Kgs
Length
2095 mm
Width
750 mm
Height
1100 mm
Wheelbase
1340 mm
Fuel Tank Capacity (Full )
13 liters
Reserve Tank Capacity
1.3 liters
PERFORMANCE
Acceleration (0-60) 5 sec
Mileage 60kmpl
BODY
Frame Advanced Design Diamond Frame
Front Suspension Telescopic
Rear Suspension Advanced Technology Mono-
suspension
Front Type 2.75 x 18
Rear Type 100 / 90 - 18
Front Brake Type 240 mm Disc
Rear Brake Type 130 mm Drum
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2.9 HONDA STUNNER CBF
Honda re-defines style with the new sporty CBF Stunner. Equipped with a perfect blend of great
looks, Stunning performance and unbeatable quality it‟s an ultimate desire of every youth. So set
your spirit free and leave others breathless with this absolute sensation, the ultimate style icon.
An integrated front body cowl & voluminous fuel tank makes stunner look muscular and sporty.
sporty foot step holders reflecting Honda‟s racing bike DNA are positioned in a way to give rider
a sporty riding posture. A new advanced and high performance 11 bhp Honda engine with 5
speed transmission ensures an absolute sensational ride.
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2.9.1SPECIFICATION
WEIGHT / MEASUREMENTS
Kerb Weight
129 Kgs
Length
2012 mm
Width
734 mm
Height
1113 mm
Wheelbase
1271 mm
Fuel Tank Capacity (Full )
10 litres
Reserve Tank Capacity
2 litres
PERFORMANCE
Acceleration (0-60 kmph)
5.2 sec.
Mileage
60 Kmpl
BODY
Frame Advanced Design Diamond Frame
Front Suspension Telescopic
Rear Suspension 3 step swing arm type
Front Tyre 80/100-17 46p
Rear Tyre 100/90-17 55p
Front Brake Type 240 mm Disc /130mm drum
Rear Brake Type 130 mm Drum
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2.10 Honda Dio - Dio (100 cc)
One look at DIO will tell you it‟s more an accessory than a mere convenience. As India‟s first
Moto scooter, it blends the looks of a motorcycle with the comfort of a scooter. The body-
mounted headlamp and sleek indicators leap right off the front. Ample legroom gives you an
elegant poise. The body tapers into the taillight and yet continues to draw attention. Of course,
the DIO qualifies us to have the last word on style. If there ever existed an attention magnet, the
DIO is it.
HONDA DIO is a futuristic design scooter, which is radically styled, yet functional; the Honda
Dio is the shape of things to come.
Honda Dio is a bike which attracts the college youth for its sporty, sexy and stunning looks &
performance makes Dio hotter
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2.10.1 SPECIFICATION
WEIGHT / MEASUREMENTS
Kerb Weight
122 Kgs
Length
1760 mm
Width
710 mm
Height
1110 mm
Wheelbase
1235 mm
Fuel Tank Capacity (Full )
6 liters
Ground clearance
145mm
ELECTRICALS
Battery 12v,5 ah
Headlamp 35w
BODY
Frame High rigidity under bone type
Front Suspension Bottom link with spring loaded
Rear Suspension Unit swing with spring loaded
Front Tyre 3.50 -10 4pr
Rear Tyre 3.50 -10 4pr
Front Brake Tyre Drum 130 mm dia
Rear Brake Tyre Drum 130 mm dia
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2.11 Honda Activa - Activa (100 cc)
Honda Activa is the first scooter model of HMSI for the Indian market. It has been designed in a
manner that suits the daily requirement of the entire family and has been designed for everyone
Honda two wheelers, in order to differentiate themselves from Hero Honda products are going
high on innovative technology. Honda motorbikes and Honda scooters today are sure to provide
you with something different from the average two-wheeler on the road. Honda needs to do that
to compete against its own Collaboration, Hero Honda, and build its separate market shares. So
right now, Honda consumers have everything going for them.
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2.11.1SPECIFICATION
WEIGHT / MEASUREMENTS
Kerb Weight
122 Kgs
Length
1765 mm
Width
715 mm
Height
1130 mm
Wheelbase
1235 mm
Fuel Tank Capacity (Full )
6 litres
Ground clearance
145mm
ELECTRICAL
Battery 12v,5 ah
Headlamp 35w
BODY
Frame High rigidity under bone type
Front Suspension Bottom link with spring loaded
Rear Suspension Unit swing with spring loaded
Front Tire 3.50 -10 4pr
Rear Tire 3.50 -10 4pr
Front Brake Type Drum 130 mm dia
Rear Brake Type Drum 130 mm dia
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2.12 Aviator Honda's new premium scooter launched.
A Big wheeled sophistication, first time in India, 12 Alloy Wheels., International & elegant
design., Exciting new features like Disc brake, Telescopic front suspension, Large under seat
box, Powerful Halogen headlamp for best in class comfort & convenience., Proven 102cc Honda
Engine & Metal Body offers unmatchable Performance, Reliability & durability.
Exuding style from the word go, the Aviator is for those who don't have to try hard to impress.
Topped up with classy features, it adds to your quotient in more ways than one. Yes, the Aviator
is here. And it's time for you to arrive. In style
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2.12.1 SPECIFICATION
WEIGHT / MEASUREMENTS
Kerb Weight
128 Kgs
Length
1802 mm
Width
707 mm
Height
1162 mm
Wheelbase
1256 mm
Fuel Tank Capacity (Full )
6 litres
Ground clearance
145mm
ELECTRICALS
Battery 12v,5 ah
Headlamp Multi-focal with 35w
BODY
Frame High rigidity under bone type
Front Suspension telescopic
Rear Suspension Unit swing with spring loaded
Front Tyre 90/90-12 54j
Rear Tyre 3.50-10 51j
Front Brake Tyre Drum 130 mm dia/190mm disc
Rear Brake Tyre Drum 130 mm dia
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2.13 INDIAN COMPETITORS TO HONDA MOTOR CYCLES &
SCOOTER (PVT). LTD (HMSI)
Bajaj auto
Hero Honda
Kinetic
Royal Enfield
Suzuki
TVS
Yamaha
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2.14 Honda Motorcycle & Scooter India Pvt. Ltd. (HMSI) Manesar, District
Gurgaon, Haryana, India
TansiMotors (Pvt) Ltd
Tansi Honda is an authorized Honda dealership for bikes and scooters in Bangalore. Established
with an aim to offer excellent customer services to its esteemed two-wheeler consumers in
Bangalore, the dealership brings modern and innovative auto services.
Offering the latest range of Honda bikes and scooters at very attractive prices, the dealership also
provides repair & other services, finance & insurance deals, quick quotes and test drive facility.
Backed by a team of highly-efficient professionals, the dealership is ready to deliver outstanding
auto services and set a new benchmark in the dealership world.
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HMSI Network
Every Honda dealership is known as a H.E.A.D. - Honda Exclusive Authorized Dealer. Each
H.E.A.D. exclusively handles Honda 2-wheelers and promotes business activities based on
policies that focus on customer satisfaction. They are the representatives of HMSI in their
respective markets and provide 4S facilities under one roof as per Honda's worldwide standards.
Wherever you travel across the globe, Honda H.E.A.D.s (Dealerships) stands out with their
unique identity. The design of the H.E.A.D.s in India has also been done with the same purpose
in mind.
Address:
Sales&Service ShowroomWhitefield, No. 814/714, Ramagondanahalli, opposite to
Laughing watersVarthurRoad, Bangalore - 560066
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CHAPTER 3
THEORETICAL BACKGROUND OF THE STUDY
3.0 INDUSTRY PROFILEEVOLUTION
Part A
An Englishman built the first motorcycle in 1884 by name Edward Butler. The first gasoline
engineer motorcycle to appear publicly was built by Gottlied Daimler, of Bad Constant,
Germany in 1885. The French & Belgians, followed by the British, Germans, and Italians & U.S
makers, designed the first practical engines & motorcycle.
Popularity of the vehicle grew, especially after, 1910. During the First World War, all the
combatants, principally for dispatching used the motorcycles. After, the war it enjoyed a sport
vogue until, the economic depression that began in 1929. During the Second World War, the
motorcycles were again used by the military but for many applications small automobiles
replaced them.
The practice of attaching auxiliary engines to bicycles in the Western Europe & parts of U.S led
to the development in 1950 of a new type of light motorcycle – the moped. Originating in
Germany as a 50-c.c machine with simple control & low initial cost, it was largely free of
licensing & insurance regulation expect in Britain.
The more sophisticated motorcycle originated in Italy soon after, the World War II, led by
manufacture of 125 – c.c model. During the post war revival of interest in motorcycles, scooters
& mopeds extended into the 1970‟s with the vehicles been used for high – speed touring & sport
competitions. In several countries the restoration of motorcycles is a hobby.
In 1973 came an all chain drive & development was further, stimulated by innumerable sport
competitions. In Great Britain in the middle of the 20th
century, there were 24 firms
manufacturing complete motorcycles. After, the Second World War, Germany was temporarily
restricted to an annual production of 1000 machines not exceeding, 250 c.c engine capacity.
In the earliest motorcycles adopted from the pedal cycle, the engine was connected to the back
wheel by the leather belt, chain or rubber covered canvas belt, without the intervention of clutch
or change speed gearbox. The rider‟s pedals were retained for a number of years. The location of
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the engine varied considerably but within a few years, a vertical position low-down within the
demand frame became usual.
The motor vehicle originated in Europe, but the motor industry developed in the U.S when the
economic development in the U.S began, the early 20th
century was exceptionally favorable for
mass production. There was a large & growing population, less fastidious than some of the older
European communities & therefore often more ready to accept uncritically the goods that the
industry chooses to offer.
3.1 INDUSTRY BACK DROP IN INDIA
3.1.1 THE MOTORBIKE SCENARIO
India has become one of the few countries in the world where, the majority of the population
singularly rely on the motorcycle as a substitute for many a mode of transportation.
After, independence the weak economy was improved first, through self – sufficiency of food by
agriculture. As time passed, the average Indian citizen got an opportunity to look around for
means to improve the quality of everyday life.
In India, the social structure gives a lot of room for recreation & relaxation, & Indians from time
immemorial always discovered better ways to overcome bottlenecks in all walks of life. The
cinema was one such, major outlet. In Indian cinema, the popular hero of the common man was
immortalized as a tough motorbike user. Which many people liked & idolized.
The 1960‟s saw the arrival of heavy motorbikes, which were mainly manufactured in India by
Indian companies with technical collaboration from many motorbikes manufactured for India‟s
tropical climatic conditions terrain, the bikes were sturdy, Reliable & long lasting. But, at the
manufacturing level, quantity was not of a great priority.
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The 1980‟s saw the beginning of the average Indian, opening his eyes to the outside world. The
satellite television, foreign movies & magazines have all contributed to the awareness of many
motorbikes brand.
As India opened its doors towards the outside world, the liberal market policies of India brought
many foreign investors into the country. The new industries attracted more people to cities for
job. The existing roads & transport system became congested& hence, every other, person was
willing to take a personal mode to travel. As a result of higher salary, not so high fuel prizes, &
choices of motorbikes. This resulted in higher numbers of consumers.
3.2 MARKETING
Part-B
3.2.1 INTRODUCTION:
Any, business is likely to be more successful when a strong marketing viewpoint or philosophy
permeates the thinking and guides the decision and action of everyone in the business. The
reason is simple; a business exists only to serve people & marketing is the function that primarily
determines:-
What the product or service shall be?
How it shall be presented, promoted & distributed to the customers & keep useful to him?
How it shall be priced?
Marketing is an exciting, dynamic & contemporary field. It influences us each day in both our
roles as it provides goods & services as well as customers. In other way, we can say that we are
all involved with or affected by marketing practices.
In the role of providing of goods & services, we make such marketing related decisions as
choosing who our customers are, what goods & services to offer, where to sell our goods &
services, what features to emphasize & what prices to charge. The persons who are providing
these types of activities are called Marketers. All types of organization & individuals utilize
these activities.
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In the role of customers, the marketing practices of goods & services providers, impact is on
money of the decisions made by different individuals. At each stage of life cycle, the individual
product & services & his needs varies with the growth.
Marketing practices are in play when we are born (which doctor are parents consult), when we
grow (our parents choice of purchase of car, our choice of college), while we lead our everyday
life (our use of a particular brand of toothpaste) & when we retire (consideration of travel option,
a change in living accommodation). For virtually every good we purchase, the marketing process
affected the assortment & styles afford in the market places.
3.3 DEFINITION OF MARKETING:
Broadly, viewed, “The essence of marketing is a transaction – an exchange”. Marketing occurs
any time one social unit strives to exchange something of value with another social unit. Thus,
marketing consists of all activities designed to generate & facilitate any exchange intended to
satisfy human needs & wants.
The American Marketing Association (AMA) defines marketing as follows, “Marketing is a total
system of business activities designed to Plan, Price, and Promote & Distribute want satisfying
products to target to markets to achieve organizations objectives.
The marketing program should start with an idea about a new product (goods, service, idea,
person or place) & should not end until, the customers wants are completely satisfied which may
be sometime after the sale is made.
3.4 CONCEPT OF MARKETING
Numerous authorities have divided the concept of the term marketing into two parts – old
concept of marketing & modern concept of marketing. The old concept depicts a narrow view of
the term “Marketing” whereas; the modern concept takes a board view of the term. Professor
Pyle, while describing the old concept of the term, has observed that marketing comprises both
buying & selling activities; modern marketing concept is mainly customer oriented & gives more
emphasis to customer satisfaction.
The modern concept is customer oriented backed by Integrated Marketing aimed at generating
Customer Satisfaction as the key in satisfying Organizational Goals.
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There are four pillars of the marketing concept namely:- Consumer Orientation, Integration of
Marketing, and Consumer Satisfaction & Consumer Welfare.
The focus point of the modern concept is the Consumer; all business activities relate the
consumer. The satisfaction of the consumer alone can earn a permanent goodwill for the
business.
3.5 CONCEPT OF MARKETING
Old Concept
Modern Concept
Commodity
Promotion
Sales and
Selling
Profit
Through
Ascertain
Need of
Customer
Satisfying
the consumer
needs
Product
Planning‟s
and Sales
Promotion
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3.6 MARKETING MANAGEMENT
Marketing management is the process of planning, implementing & directing a firm‟s marketing
efforts with the intention of satisfying the consumer & turning a profit. Marketing management
takes place when at least one party to a potential exchange gives through to objectives & means
of achieving desired responses from other, parties.
Martin Zober has desired Marketing management as follows:-
“Marketing management is the use of interdisciplinary sciences in the co-ordinate effort of
planning, organizing & controlling business activities that, direct the flow of goods & services
from producers to customers to that, they are fully satisfied & the objectives of the enterprise are
achieved”.
Marketing management has historically been identified with the tasks & personnel dealing with
the customer market. It has the task of influencing the level; timing & composition of demand in
way that will help the organization achieve its objectives. Marketing management is essentially
demand management.
3.6.1 The Marketing Mix
(The 4 P's of Marketing)
The major marketing management decisions can be classified in one of thefollowing four
categories:
Product
Price
Place (distribution)
Promotion
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These variables are known as the marketing mix or the 4 P's of marketing.
They are the variables that marketing managers can control in order to best satisfy customers in
the target market. The marketing mix is portrayed in the following diagram:
The Marketing Mix
Product
Place
Target
Market
Price
Promotion
The firm attempts to generate a positive response in the target market by blending these four
marketing mix variables in an optimal manner.
Product
The product is the physical product or service offered to the consumer. In the case of physical
products, it also refers to any services or conveniences that are part of the offering.
Product decisions include aspects such as function, appearance, packaging, warranty, etc.
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Price
Pricing decisions should take into account profit margins and the probable pricing response of
competitors.
Pricing includes not only the list price, but also discounts, financing, and other options such as
leasing.
Place
Place (or placement) decisions are those associated with channels of distribution that serve as the
means for getting the product to the target customers. The distribution system performs
transactional, logistical, and facilitating functions.
Distribution decisions include market coverage, channel member selection, logistics, and levels
of service.
Promotion
Promotion decisions are those related to communicating and selling to potential consumers.
Since these costs can be large in proportion to the product price, a break-even analysis should be
performed when making promotion decisions. It is useful to know the value of a customer in
order to determine whether additional customers are worth the cost of acquiring them.
Promotion decisions involve advertising, public relations, media types, etc.
A Summary Table of the Marketing Mix
The following table summarizes the marketing mix decisions, including a list of some of the
aspects of each of the 4Ps.
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3.7 Marketing Mix
Product Mix Price Mix Place Mix Promotion Mix
Functionality
Appearance
Quality
Packaging
Brand
Warranty
Service/Support
List price
Discounts
Allowances
Financing
Leasing options
Channel members
Channel motivation
Market coverage
Locations
Logistics
Service levels
Advertising
Personal selling
Public relations
Message
Media
Budget
3.8 DEFINITION OF PRODUCT MIX
Product mix has the entire range or products of a company for sale .it need not consist of related
products. The variety of product lines that a company produces, or that a retailer stocks. Product
mix usually refers to the length (the number of products in the product line), breadth (the number
of product lines that a company offers), depth (the different varieties of product in the product
line), and consistency (the relationship between products in their final destination) of product
lines. Product mix is sometimes called product assortment.
3.9 STUDY ON PRODUCT MIX
Product mix is a combination of products manufactured or traded by the same business house to
reinforce their presence in the market, increase market share and increase the turnover for more
profitability. Normally the product mix is within the synergy of other products for a medium size
organization. However large groups of Industries may have diversified products within core
competency. Larsen & Toubro Ltd,Godrej,One of the realities of business is that most firms deal
with multi-products .This helps a firm diffuses its risk across different product groups/Also it
enables the firm to appeal to a much larger group of customers or to different needs of the same
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customer group .So when Videocon chose to diversify into other consumer durables like music
systems, washing machines and refrigerators, it sought to satisfy the needs of the middle and
upper middle income group of consumers.
Likewise, Bajaj Electricals. A household name in India has almost ninety products in i8ts
portfolio ranging from low value items like bulbs to high priced consumer durables like mixers
and luminaries and lighting projects. The number of products carried by a firm at a given point of
time is called its product mix. This product mix contains product lines and product items. In
other words it‟s a composite of products offered for sale by a firm.
3.9.1 Product Mix:
Every organization has a product mix that is made up of product lines. Product lines contain
product items. Each product item is a product or service as well as the brand, package, and
services associated with it. There are six components as follows:
Services: Interpreters in visitor centers are providing an information service.
Package: In the product world this is the container. In the NPS world this could be the
surroundings in which a program is delivered. The atmosphere of a visitor center might be
considered the package in which the visitor center experience is delivered.
Brand: The brand in our case is the National Park Service and all of the image attributes that are
associated with the NPS.
Product Item: A distinct unit within a product line that is distinguishable by size, price,
appearance, function, or some other attribute. A guided hike along a particular trail might be a
product item.
Product Line: A group of products within a product mix that are closely related, either because
they meet the same need, function in a similar manner, or share some other characteristic.
Interpretation might be considered a product line.
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3.9.2Product- mix decision:
A product – mix (also called product assortment) is the set of all products and items that
particular seller offer for sale. The company‟s product mix has a certain width, length, depth and
consistency.
The width - it refers to how many different products lines the company carries.
The length - it refers to total number of items in the mix.
Consistency – it refers how closely related the various product lines are in end use.
3.9.3 Product line decision:
A product line is a group of closely related product which are able to satisfy a class of need, to be
Used together to be sold to same customer group, to be moved through the same distribution
channel or fall wit in a given price range.
E.g. Honda two wheelers: Shine, Dio, Activa aviator Unicorn, Stunner.
The modification of product line implies:
Contraction
Expansion
Changing models
Quality standards
Contraction:
Product line contraction or simplification is a method by which a fat or long product Line is
thinned out normally unprofitable products are eliminated.
Expansion:
Adding new products to the existing list. The reason may be the exploitation of marketing
opportunities. Changing the model or style of the existing products is another form of product
Modification. New models or style help in meeting the ever changing needs of consumer.
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Quality needs of the consumer differ widely and hence it becomes essential to bring about
Quality variation is possible in 2 ways.
Trading up- this is adding a high priced prestigious product to existing product line with a view
to increase the sales of currently available low product.
Trading down- it is an approach where a manufacture of high quality products Encourage his
customer to go in for low quality products naturally making. Them available for lower price.
3.10 PRODUCT MIX VARIABLES
VARIABLES OF PRODUCT MIX
PRODU
CT
LINE
PRODUCT
DESIGN
PRODUCT
BRANDING
PRODUC
T RANGE
PRODUCT
STYLE
AFTERSA
LES
SERVICE
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CHAPTER 4
DATA ANALYSIS AND INTERPRETATION
4.1 AGE GROUP OF THE RESPONDENTS
Sl No Age Group No of Respondents Percentage %
1
18 – 20
8
8%
2
20 – 30
60
60%
3
30 – 40
16
16%
4
40 - 50
12
12%
5
50+
4
4%
TOTAL
100
100%
ANALYSIS OF TABLE:
The above table shows that 8 of respondents belong to the 18 – 20 years category,
60 to the 20 – 30 categories.16 to the 30 – 40 category and 12 to the 40 - 50 categories. And
remaining 4 in the 50+ category.
4.1 GRAPH SHOWING AGE GROUP OF RESPONDENT
INTERPRETATION:
60% of the respondents are seen to belong to the 20 – 30 years category. Where 16% belongs to
the 30 – 40 years category and remaining 16% to the lower and higher category.
0
10
20
30
40
50
60
70
18 – 20 20 – 30 30 – 40 40 - 50 50+
No of Respondents
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4.2 OCCUPATIONAL STATUS OF THE RESPONDENTS
Sl No Occupation No of Respondents Percentage %
1
STUDENT
37
37%
2
EMPLOYED
40
40%
3
BUSINESS MAN
19
19%
4
OTHERS
4
4%
TOTAL
100
100 %
ANALYSIS OF TABLE:
37 respondents are students, 40 of them are employed, 19 respondents happen to be Business
man and remaining 4 to other category.
4.2 GRAPH SHOWING OCCUPATIONAL STATUS OF RESPONDENTS
INTERPRETATION:
40 % of the respondents surveyed are seen to be employed, as against 37% of them were students
and 19% to the Business Man and remaining 4 % to the others category.
0
5
10
15
20
25
30
35
40
Student Employed Business man Others
No of Respondents
No of Respondents
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4.3 EDUCATION STATUS OF THE RESPONDENTS
Sl No Education No of Respondents Percentage %
1
UNDER GRADUATE
16
16 %
2
GRADUATE
31
31 %
3
POST GRADUATE
43
43 %
4
OTHERS
10
10%
TOTAL
100
100%
ANALYSIS OF TABLE:
31 respondents are graduate and the 43 respondents are post graduate and 16 respondents are
under graduate and remaining 10 are others.
4.3 GRAPH SHOWING EDUCATION STATUS OF RESPONDENTS
INTERPRETATION:
Over all 31 % respondents are graduate and 43% are post graduate so it shows that Honda is
preferred mostly by literates.
0
5
10
15
20
25
30
35
40
45
UnderGraduate
Graduate Post Graduate Others
No of Respondents
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4.4 INCOME STATUS OF RESPONDENTS (MONTHLY INCOME)
Sl No Income Level (In Rs) No of Respondents Percentage %
1
Below 8000
34
34%
2
8000 – 15000
17
17%
3
15000 – 20000
17
17%
4
20000 - 25000
19
19%
5
25000 +
13
13%
TOTAL
100
100%
ANALYSIS OF THE TABLE:
34 respondents belongs to the income level of Rs 8000/- where 17 belong to the income level of
8000 – 15000/- followed by 17 who belong to the 15000 /- 20000/- category and remaining 19
to the 20000+ category.
4.4 GRAPH SHOWING INCOME STATUS OF RESPONDENTS
INTERPRETATION:
About 34 % of the respondents fall in the monthly income of 8000 followed by 19% of
respondents who come under 20000 - 25000 income level and remaining 13% to the income
level of Rs 25000/-.
0
5
10
15
20
25
30
35
Below 8000 8000 – 15000
15000 – 20000
20000 -25000
25000 +
No of Respondents
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4.5. Table showing crossable for features considered while choosing bikes and opinion
about Honda bikes
Analysis: cross table between features considered while choosing bikes with opinion about
Honda bikes reveals that nearly 44% of the customers‟ opinions about Honda bikes are Teenage
bikes and 6% of the customers „opinions about Honda bikes are others. From the view point of
features customers consider while choosing a bike nearly 39% of the customers choose based on
Mileage and only 8% of the customers choose based on Durability .To know the relation
between underlined variables chi square test as been applied and results are shown below.
4.1.1 Table showing chi square test for features considered while choosing bikes and
opinion about Honda bikes
Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
Pearson Chi-Square 13.911a 12 .306
Likelihood Ratio 15.981 12 .192
N of Valid Cases 101
Interpretation: As the significant (.306) value of chi square test is greater than 0.05, hypothesis
is accepted. This leads to the conclusion that opinion about the Honda bikes are based on the
features considered while choosing bikes.
Crosstab
Count
What is your opinion about Honda bikes? Total
1 2 3 4
what features you
consider while
choosing a bike?
1 5 19 14 1 39
2 5 16 12 5 38
3 4 3 8 0 15
4 0 5 3 0 8
Total 14 44 37 6 100
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4.6 FACTORS WHICH PROMOTES THE CUSTOMER TO KNOW ABOUT THE
HONDA
Sl No Factors No of
Respondents
Percentage (%)
1
ADVERTISEMENTS(OTHER)
12
12%
2
NEWS PAPER
12
12%
3
TELEVISION
34
34%
4
WORD OF MOUTH
32
32%
TOTAL
100
100%
ANALYSIS OF TABLE:
32 of the 100 respondents were influenced by word of mouth where 34 by the television,
followed by 12 who were influenced by news papers, other 12 respondents by the other
advertisements like promotions, road shows, internet and magazines.
4.6 FACTORS WHICH PROMOTES THE CUSTOMER TO KNOW ABOUT THE
HONDA BIKES
INTERPRETATION:
34% of respondents were impressed by watching television so this shows that there is a customer
satisfaction towards purchase of motor cycle in Honda.
0
20
40
RESPONDENTS
RESPONDENTS
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4.7 RESPONDENTS OPINION ON THE UTILITY OF HONDA BIKES
Sl No Opinion about utility No of
Respondents
Percentage (%)
1
SINGLE PERSON
11
11 %
2
FAMILY
39
39 %
3
TEENAGE
33
33 %
4
OTHER
17
17 %
TOTAL
100
100 %
ANALYSIS OF TABLE:
11 of the responses from a total of 100 recorded indicated single person, as 39 respondents
towards family, with 33 towards teenage and remaining 07 respondents for others.
4.7 RESPONDENTS OPINION ON THE UTILITY OF HONDA BIKES
INTERPRETATION:
39% of customers prefer toward the family bikes like Activa, Shine, and Aviator. And 33% of
customers prefer toward teenage and single person bikes likesUnicorn, Stunner and Dio…
0
10
20
30
40
SINGLEPERSON BIKE
TEENAGEBIKE
FAMILY BIKE OTHERS
RESPONDENTS
RESPONDENTS
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4.8 TABLE SHOWING AWARENESS ABOUT VARIOUS HONDA BIKES
Sl No Various models No of Respondents Percentage (%)
1
YES
69
69%
2
NO
31
31%
TOTAL
100
100
ANALYSIS OF TABLE:
From the reference to the above data 69 of respondents are aware of various models
Of Honda bikes and 31 are not aware about the various models of Honda bikes.
4.8 TABLE SHOWING AWARENESS ABOUT VARIOUS HONDA BIKES
INTERPRETATION:
As per the survey it shows that 69% of customers are aware about of various models of Honda
bikes .31% of customers say that the they are not aware of Honda bikes that are available in the
market.
0
10
20
30
40
50
60
70
80
yes no
AWARENESS ABOUT VARIOUS HONDA BIKES
respondents
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4.9 FACTORS WHICH PROMOTES THE CUSTOMER TO KNOW ABOUT THE
HONDA MOTOR CYCLE
Sl no factors No of Respondents Percentage%
1 NEWSPAPER 12 12%
2 WORD OF MOUTH 14 14%
3 TELEVISION 36 36%
4 ADVERTISEMENT 32 32%
5 OTHERS 6 6%
TOTAL
100
100
ANALYSIS OF TABLE:
12 of the 100 respondents were influenced by news paper where 14 by the word of mouth,
followed by 36 who were influenced by television, other by 6 respondents and 32 by
advertisements like promotions, road shows, internet and magazines.
4.9 FACTORS WHICH PROMOTES THE CUSTOMER TO KNOW ABOUT THE
HONDA MOTOR CYCLE
INTERPRETATION:
36% of respondents were impressed by watching television so this shows that there is a customer
satisfaction towards purchase of motor cycle in Honda motor cycle.
010203040
HOW DID YOU KNOW ABOUT HONDA
RESPONDENTS
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4.10 TABLE SHOWING WHICH HONDA VEHIVLE YOU ARE USING
Sl no Various vehicles No of Respondents Percentage%
1 UNICORN 17 17%
2 STUNNER 13 13%
3 SHINE 17 17%
4 ACTIVA 23 23%
5 DIO 26 26%
6 AVIATOR 4 4%
TOTAL 100 100%
ANALYSIS OF TABLE:
26 of the 100 respondents are using Dio, 23 of the respondents are using Activa, 17 of the
respondents are using Unicon, 17 of the respondents are using Shine, 13 of the respondents are
using Stunner, and 4 of the respondents are using Aviator.
4.10TABLE SHOWING WHICH HONDA VEHIVLE YOU ARE USING
INTERPRETATION:
26% of respondents are using Dio and 23% of respondents are using Activa. This shows that
most of the respondents are using gear less bikes.
0
5
10
15
20
25
30
UNICORN STUNNER SHINE ACTIVA DIO AVIATOR
WHICH HONDA VEHICLE ARE YOU USING
RESPONDENT
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4.11 TABLE SHOWING IN FUTURE WHICH BIKE DO YOU PREFER
Sl no Various vehicles No of Respondents Percentage%
1 UNICORN 11 11%
2 PULSAR 17 17%
3 R15 24 24%
4 APACHE 16 16%
5 SUZUKI 14 14%
6 DIO 18 18%
TOTAL 100 100%
ANALYSIS OF TABLE:
24 Respondents prefer to use R15 and 18 respondents prefer Dio and 17 respondents prefer to
use pulsar, 16 respondents prefer to use Apache, 14 respondents are
Preferring to use Suzuki, 11 respondents prefer to use Unicorn in future.
4.11 TABLE SHOWING IN FUTURE WHICH BIKE DO YOU PREFER
INTERPRETATION:
24% of the respondents prefer to use R15 in future, as the respondents choose sports bikes and
18% of the respondents choose Dio bikes as it is trendy, gearless and easy to ride.
0
5
10
15
20
25
30
UNICORN PULSAR R15 APACHE SUZUKI DIO
RESPONDENT
RESPONDENT
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4.12 TABLE SHOWING COMPARISION OF HONDA WITH OTHER BIKES IN
MARKET
Sl no Comparison No of respondents Percentage%
1 EXCELLENT 27 27%
2 MODERATE 22 22%
3 SATISFACTORY 35 35%
4 POOR 16 16%
TOTAL 100 100
ANALYSIS OF TABLE:
35 of the respondents are satisfied, 27 of the respondents feel excellent, 22 of the respondents
feel moderate and 16 of the respondents feel poor, that HONDA bikes when compared to other
bikes.
4.12 TABLE SHOWING COMPARISION OF HONDA WITH OTHER BIKES IN
MARKET
INTERPRETATION:
When comparing with other bikes in the market 35% of respondents feels satisfied when
compared with other bikes and 27% of respondents feel excellent with the Honda bikes.
4.13. Table showing crossable for external look description and opinion about Honda bikes
0
5
10
15
20
25
30
35
40
EXCELLENT MODERATE SATISFACTORY POOR
RESPONDENT
RESPONDENT
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Crosstab
Count
What is your opinion about Honda bikes? Total
1 2 3 4
How do you describe
the external look of the
bike?
1 3 9 4 0 16
2 2 18 13 3 36
3 8 8 16 2 34
4 1 8 4 1 14
Total 14 44 37 6 100
Analysis: cross table between External look descriptions of the bike with opinion about Honda
bikes reveals that nearly 44% of the customers‟ opinions about Honda bikes are Teenage bikes
and 6% of the customers „opinions about Honda bikes are others. From the view point of
describing the external look of the bike nearly 36% of the customers describe it as a sleek and
only 14% of the customers describe it as others. To know the relation between underlined
variables chi square test as been applied and results are shown below.
4.13 Table showing chi square test for features considered while choosing bikes and
opinion about Honda bikes
Chi-Square Tests
Value df Asymp. Sig.
(2-sided)
Pearson Chi-Square 13.953a 12 .304
Likelihood Ratio 15.958 12 .193
N of Valid Cases 101
Interpretation: As the significant (.304) value of chi square test is greater than 0.05, hypothesis
is accepted. This leads to the conclusion that the opinion about the Honda bikes are based on the
external look of the Honda bikes.
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4.14 TABLE SHOWING RATING SHOCK ABSORBERS OF THE BIKE
Sl no Shock Absorber No of
Respondents
Percentage (%)
1 EXCELLENT 22 22%
2 MODERATE 18 18%
3 SATISFACTORY 57 57%
4 POOR 3 3%
TOTAL 100 100%
ANALYSIS OF TABLE:
57 of the respondents are satisfied, 22 of the respondents feel excellent, 18 of the respondentsfeel
moderate and 3 of the respondents feel poor in rating shock absorber of HONDA bikes.
4.14 TABLE SHOWING RATING SHOCK ABSORBERS OF THE BIKE
INTERPRETATION:
As per the survey it shows that 57% of customer‟s rate they are satisfied, can be used for
purpose and other 22% of customers feel that the Honda bike shock absorber are excellent so the
range of products manufactured by Honda satisfies all segments of customers.
0
10
20
30
40
50
60
EXCELLENT MODERATE SATISFACTORY POOR
RESPONDENT
RESPONDENT
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4.15 TABLE SHOWING MAJOR PROBLEMS WITH THE BIKES SINCE THE
PURCHASE
Sl no Major Problem No of
Respondents
Percentage (%)
1 ENGINE 16 16%
2 COMFORT 24 24%
3 MAINTENANCE 44 44%
4 OTHER 16 16%
TOTAL 100 100%
ANALYSIS OF TABLE:
44 of the respondents have major problem in maintenance of the bike, 24 of the respondents have
major problem in comfort with the bike, and 16 of the respondents have major problem in engine
and others.
4.15 GRAPH SHOWING MAJOR PROBLEMS WITH THE BIKES SINCE THE
PURCHASE
INTERPRETATION:
As per the survey it shows that 44% of customer‟s have major problem in maintenance, 24% of
customers have major problem in comfortless with the Honda bikes.
0
10
20
30
40
50
RESPONDENTS
RESPONDENTS
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4.16 TABLE SHOWING SATISIFACTION ABOUT THE FUEL EFFICIENCY OF THE
BIKE
Sl no Fuel Efficiency No of Respondents Percentage (%)
1 YES 81 81%
2 NO 19 19%
TOTAL 100 100%
ANALYSIS OF TABLE:
From the reference to the above data 81 of respondents feel satisfied with the fuel efficiency of
the bike and 19 are dis-satisfied with the fuel efficiency of the Honda bikes.
4.16 GRAPH SHOWING SATISIFACTION ABOUT THE FUEL EFFICIENCY OF THE
BIKE
INTERPRETATION:
As per the survey it shows that 81% of customers feel satisfied with the fuel efficiency of the
bike and 19 are dis-satisfied with the fuel efficiency of the Honda bikes.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
YES NO
Series1
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4.17 TABLE SHOWING RATING ABOUT HONDA BIKES
Sl no Ratingabout
HONDA
No of Respondents Percentage (%)
1 SATISFACTORY 52 52%
2
MORE THAN
EXPECTED 13 13%
3 GOOD 34 34%
4 POOR 1 1%
TOTAL 100 100%
ANALYSIS OF TABLE:
52 of the respondents are satisfied, 34 of the respondents feel good, and 18 of the respondents
feel more than expected and 1 of the respondents feel poor in rating the overall view on HONDA
bikes.
4.17 GRAPH SHOWING RATING ABOUT HONDA BIKES
INTERPRETATION:
As per the survey it shows that 52% of customer‟s rate they are satisfied, can be used for
purpose and other 34% of customers feel that the Honda bike are good so the range of products
manufactured by Honda satisfies all segments of customers.
0
10
20
30
40
50
60
SATISFACTORY MORE THANEXPECTED
GOOD POOR
RESPONDENTS
RESPONDENTS
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4.18 TABLE SHOWING MODE OF PURCHASE
Sl no Mode of Purchase No of Respondents Percentage (%)
1 OUT RIGHT
PURCHASE 64 64%
2 THROUGH
FINANCE 36 36%
TOTAL 100 100%
ANALYSIS OF TABLE:
From the above data 64 of 100 respondents opted for outright purchase payment. whereas 36 of
100 respondents opted for finance option.
4.18 GRAPH SHOWING MODE OF PURCHASE
INTERPRETATION
From the above the graph it says, 64% of respondent‟s specified vehicle purchased in cash and
34% of respondent specified vehicle purchased in loan.
0%
10%
20%
30%
40%
50%
60%
70%
1 2
OUT RIGHT PURCHASE
THROUGH FINANCE
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4.19 TABLE SHOWING WHO IS THE FINANCER
Sl no Financer No of Respondents Percentage (%)
1 HDFC 17 17%
2 ICICI 31 31%
3 OTHERS 52 52%
TOTAL 100 100%
ANALYSIS OF TABLE:
From the above data 17 of the respondents were financed by HDFC, 31 of respondents were
financed by ICICI and 52 were financed by others.
4.19 GRAPH SHOWING WHO IS THE FINANCER
INTERPRETATION
From the above the graph it says 17 of the respondents were financed by HDFC, 31 of the
respondents was financed with ICICI and 52 of respondents were financed by others.
0
10
20
30
40
50
60
HDFC ICICI OTHERS
RESPONDNETS
RESPONDNETS
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4.20 TABLE SHOWING DO YOU CALL HONDA THE NO1 BIKE OF THE COUNTRY
Sl no No 1 bike of the
country
No of Respondents Percentage (%)
1 YES 72 72%
2 NO 28 28%
TOTAL
100
100%
4.20 GRAPH SHOWING DO YOU CALL HONDA THE NO1 BIKE OF THE COUNTRY
INTERPRETATION:
From the above data 72 % respondents rated Honda bikes as No 1, whereas 28% respondents had
the perception that other bikes were better than Honda.
0%
20%
40%
60%
80%
YES NO
PERCENTAGE
PERCENTAGE
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4.21. Table showing cross table for Satisfaction with after sales services and opinion about
Honda bikes
Crosstab
Count
What is your opinion about Honda bikes? Total
1 2 3 4
are you satisfied with after
sales service provided by
1 8 24 20 3 54
2 6 20 17 3 46
Total 14 44 37 6 100
Analysis: cross table between satisfaction with after sales services with opinion about honda
bikes reveals that nearly 44%of the customers opinion about Honda bikes are Teenage bikes and
6% of the customers opinion about Honda bikes are others. From the view point of Satisfaction
with after sales services of the Honda bike nearly 54% of the customers are satisfied and only
46% of the customers are not satisfied. To know the relation between underlined variables chi
square test as been applied and results are shown below.
4.21 Table showing chi square test for Satisfaction with the after sales services and opinion
about Honda bikes
Chi-Square Tests
Value df Asymp. Sig.
(2-sided)
Pearson Chi-Square .099a 3 .992
Likelihood Ratio .099 3 .992
Linear-by-Linear
Association .051 1 .821
N of Valid Cases 100
Interpretation: As the significant (.992) value of chi square test is greater than 0.05, hypothesis
is accepted. This leads to the conclusion that the opinions about the Honda bikes are based on the
satisfaction with the after sales services.
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4.22 TABLE SHOWING DO YOU FEEL YOU GOT YOUR MONEY'S WORTH
Sl no Money‟s Worth No of
Respondents
Percentage (%)
1 YES 82 82%
2 NO 18 18%
TOTAL
100
100%
4.22 GRAPH SHOWING DO YOU FEEL YOU GOT YOUR MONEY'S WORTH
INTERPRETATION
As per the graph it shows that nearly 82% of customers feel they have got money‟s worth with
theHonda bike and whereas 18% of customers disagree with the sale of Honda bikes.
0
20
40
60
80
100
YES NO
RESPONDENT
RESPONDENT
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4.23 TABLE SHOWING MILEAGE OF YOUR VEHICLE
Sl no Mileage No of Respondents Percentage (%)
1 40-50KM 50 50%
2 50-60KM 32 32%
3 60-70KM 9 9%
4 ABOVE 70 KM 5 5%
TOTAL
100
100%
ANALYSIS OF TABLE:
50 Respondents are preferring option-1, 32 respondents preferring option-2, 9 respondents are
preferring option-3, and 5 respondents are preferring option-4.
4.23 GRAPH SHOWING MILEAGE OF YOUR VEHICLE
INTERPRETATION
From the above graph 50 Respondents are preferring option-1, 32 respondents preferring option-
2, 9 respondents are preferring option-3, and 5 respondents are preferring option-4.
0
10
20
30
40
50
40-50KM 50-60KM 60-70KM ABOVE 70 KM
RESPONEDENTS
RESPONEDENTS
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4.24. Table showing crossable for opinion regarding price of spares and opinion about
Honda bikes
Crosstab
Count
What is your opinion about Honda bikes? Total
1 2 3 4
What is your opinion
regarding price of Honda
spares ?
1 4 7 10 0 21
2 7 29 14 4 54
3 3 7 13 2 25
Total 14 43 37 6 100
Analysis: cross table between opinions regarding price of spares with opinion about Honda bikes
reveals that nearly 43%of the customer‟s opinion about Honda bikes are Teenage bikes and 6%
of the customer‟s opinion about Honda bikes are others. From the view point of opinion
regarding price of spares nearly 54% of the customers feel prices are reasonable and only 21% of
the customers feel prices are costly. To know the relation between underlined variables chi
square test as been applied and results are shown below.
4.24 Table showing chi square test for opinion regarding price of spares and opinion about
Honda bikes
Chi-Square Tests
Value df Asymp. Sig.
(2-sided)
Pearson Chi-Square 9.253a 6 .160
Likelihood Ratio 10.555 6 .103
Linear-by-Linear
Association 1.499 1 .221
N of Valid Cases 100
Interpretation: As the significant (.160) value of chi square test is greater than 0.05, hypothesis
is accepted. This leads to the conclusion that the opinions about the Honda bikes are based on the
opinion regarding price of spares.
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4.25. Table showing crossable for colour preference and opinion about Honda bikes
Crosstab
Count
What is your opinion about Honda bikes? Total
1 2 3 4
Which colour do you
prefer
1 6 1 8 0 15
2 2 30 7 0 39
3 3 11 18 2 34
4 3 2 4 3 12
Total 14 44 37 5 100
Analysis: cross table between customers colour preference with opinion about Honda bikes
reveals that nearly 44%of the customer‟s opinion about Honda bikes are Teenage bikes and 5%
of the customer‟s opinion about Honda bikes are others. From the view point of customers colour
preference nearly 39% of the customers prefer black colour and only 12% of the customer prefer
silver colour.To know the relation between underlined variables chi square test as been applied
and results are shown below.
4.25 Table showing chi square test for colour preference and opinion about Honda bikes
Chi-Square Tests
Value df Asymp. Sig.
(2-sided)
Pearson Chi-Square 44.760a 9 .000
Likelihood Ratio 42.938 9 .000
Linear-by-Linear
Association 5.239 1 .022
N of Valid Cases 101
Interpretation: As the significant (.000) value of chi square test is less than 0.05, hypothesis is
rejected. This leads to the conclusion that the opinion about the Honda bikes are based on the
colour preferences of the bikes.
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CHAPTER 5
SUMMARY OF FINDINGS AND CONCLUSIONS
SUMMARY OF FINDINGS
On basis of the interpretation of data collected by the consumer survey conducted, the following
summaries of findings are made:
On analysis of the age group of respondents, it can be inferred that the bulk of the
customers of TANSI motors belong to the age group of 18-30 years followed by those of
30-50 years.
On event of analysis of occupational status it is seen that 74% of the customers of TANSI
motors belong to the category of employed followed by 26% being business man,
students& others.
Majority of the motorcycle owners belong to the middle & upper class society. Nearly
26% of the motorcycle owner‟s average monthly income lies between Rs 8000- Rs
15000.
It has been analyzed that the most important attributes features which consumer look for
in a motor bike are mileage, low maintenance, power & pickup, style &colour.
Over all 48 %of respondents are graduate and 38% are post graduate so it shows that
Honda is preferred mostly by literates.
As regards to the brands of TANSI Motors bikes being in use, it can be noted that 24% &
28% of customers surveyed use the brand Activa, unicorn signifying an extremely high
awareness level and speculatively a good satisfaction level as well.
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62% of respondents were impressed by word of mouth from friends, family so this shows
that there is a customer satisfaction towards purchase of motor cycle in Honda. As the
respondents for mileage are more its shows that the Honda productsConcern with the
mileage and also customers look in to the Maintainer ofHonda Motor cycle.
Most of the respondents surveyed have said the design & style, maintenance, after sales
service, safety, comfort of the bike very good and they have said road grip, mileage,
performance of the bike is good.
A majority of the respondents answered in the collective affirmative to the sporty look of
the bike and others look into the sleek look of the bike.48% of customers prefer towards.
The family bikes like Activa, Shine, and Aviator. 46% of customers prefer toward
teenage and single person bikes like Unicorn, Stunner and Dio.
As we know that most of the range of products in Honda is scooters like Activa, Dio and
Aviator so Honda gives special attention on the ride quality Honda was one who got unicorn
with the mono suspension to the Indian Market and the bike which gave the superior riding
comfort and quality and also same with the other line of products like Shine, Stunner, etc
98% of the respondents say they would recommend the Honda motors products to their friends,
while 2% seem apprehensive to do soMost of the TANSI Honda customers have decided to buy
Dio, Stunner, Unicorn as there next bike although some of them are yet to be decided.
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5.1 SUMMARY OF CONCLUSIONS
The satisfaction level assessed is high for the brands of bike brought out by TANSI
Motors, i.e.52 % of the respondents are satisfied with their bikes & with only 48 % of
respondents being extremely satisfied.
The various reasons given by customers surveyed for being satisfied are that design &
style, performance, comfort, and safety & mileage being good.
15% of the respondents however have asked to lessen the high maintenance cost on the
parts of the customers & the fuel efficiency of the bikes.
TANSI Honda Motorcycles have a very good brand equity compared to others companies
like Bajaj, Yamaha, TVS. Most of the respondents have sought out better, enhanced and
effective advertising strategies and spreading awareness of various models of the bikes.
The Activa brand, although highly popular amongst the surveyed population, evidently
has recorded quite a few complaints about its braking quality, lack of fuel efficiency etc.
somehow not living up to the expectation of the customers in the terms of satisfaction.
This is a cause of concern that needs to be addressed by the production, marketing &
sales team at TANSI Motors.
The pricing method adopted by TANSI Motors is observed to be considered by its customer as
normal and to an extent even competitive. The automobile industry in India is booming today,
owing to our economy‟s wellbeing and rapid development across all sectors. The potentials are
immense for manufacturers and consumers alike in the existent scenario.
During the study, a few grievances of the customers with respect to TANSI Motors were
identified for which suitable suggestions have been made.
On the whole, we can conclude, that this study has tried to meet the objectives up a large extent
& it is sincerely hoped that, this research study may come of any use to the company, dealer or
future research scholars & students.
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SUGGESSTIONS
In consideration of the study undertaken, data collected and interpreted, the following
suggestions are being put forward to the concerned.
TANSI Motors should try to marginally increase its dealership & service networks
thought Bangalore such it increases the customer base awareness and satisfaction without
having to lose its exclusivity.
The service station numbers for TANSI Honda motorcycles should be increased.
Easier availability of spare parts, which enhance customer satisfaction.
Effective advertising strategies will definitely affect the sales of TANSI Motors and in
taking a better market share as well.
To be reasonable and committed to the society by being more pro active in community
and environment welfare activities.
New variants should be added to the existing vehicles so as to give the customers a wider
choice within the same vehicles.
Easier availability of spare parts, especially the suburbs will enhance the customer
satisfaction.
The products can be further into being customer delight by putting into action, the
measures to counter the complaints of the TANSI motors customers problems chiefly
being the mileage, high maintenance cost and improved quality of after sales service.
TANSI Honda having achieved a high satisfaction quotient amongst its customers can
now concentrates on aspects of customer delight, by providing its customers products that
not only meet their expectations but by far exceeding them.
Honda needs to upgrade latest digital meter technology.
The width of the rear tyre of the vehicle Honda shine should be increased in order to
avoid skidiness on road.
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BIBLIOGRAPHY
Dr.k.Ramachandran. Business Resarch Methdology.
Goi, Chai Lee. "International journal of marketing studies." A Review of Marketing Mix: 4Ps, 2009:
vol.1,No.1.
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www.google.com
www.bsmotoring.com
www.TANSIhonda.com
www.honda2wheelersindia.com
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ANNEXURE
QUESTIONNAIRE
Dear Sir/Madam,
My name is Sunil H S from New Horizon College, I am doing my 2rd
year MBA and as
requirements of curriculum I am currently doing my project with the respect of the study of
“PRODUCT MIX AT HONDA MOTOR CYCLE” I would be much obliged if you could take
few minutes to answer the following questions.
PERSONAL DATA
NAME:
ADDRESS:
CONTACT NO:
AGE: a] 18 – 20years [ ] b] 20 – 30years [ ]
c] 30 – 40years [ ] d] 40 – 50years [ ]
e] 50years above [ ]
OCCUPATION: a] Student [ ] b] Employed [ ]
c] Business man [ ] d] others []
EDUCATION: a] under graduate [ ] b] Graduate [ ]
c] Post graduate [ ] d] others [ ]
MONYHLY INCOME: a] Below 8000 [ ] b] 8,000 – 15,000 [ ]
c] 15,000 – 20,000 [ ] d] 20,000 – 25,000 [ ]
e] Above 25, 000 [ ]
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SPECIAL DATA
1) What features you consider while choosing a bike?
a) Mileage [ ] b) Pick up [ ]
c) Maintains [ ] d) Durability [ ]
2) How did you get to know about HONDA?
a) News paper [ ] b) Word of mouth [ ]
c) Television [ ] d) Advertisement [ ]
e) Publicity campaign [ ]
3) What is your opinion about HONDA BIKES?
a) A single person bike [ ] b) Teenage bike [ ]
c) Family bike [ ] d) others [ ]
4) Are you aware of various models offered by HONDA?
a) Yes [ ] b) No [ ]
5) How did you get to know about HONDA MOTORCYCLES?
a) News paper [ ] b) Word of mouth [ ]
c) Television [ ] d) Advertisement [ ]
e) Others [ ]
6) Which HONDA vehicle you are using?
a) UNICRON [ ] b) STUNNER [ ]
c) SHINE [ ] d) ACTIVA [ ]
e) DIO [ ] f) AVIATOR [ ]
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7) At present you have Honda bike in future, if you want to replace it which model would
you prefer?
a) UNICORN [ ] b) PULSAR [ ]
c) RI5 [ ] d) APACHE [ ]
e) SUZUKI ACCSESS [ ] f) DIO [ ]
8) How do you rate HONDA BIKES in comparison with other bikes available in the
market?
a) Excellent [ ] b) Moderate [ ]
c) Satisfactory [ ] d) Poor [ ]
9) How would you describe the external look of the bike?
a) Ordinary [ ] b) Sleek [ ]
c) Sporty [ ] d) Other [ ]
10) How do you rate SHOK absorber of the bike?
a) Excellent [ ] b) Moderate [ ]
c) Satisfactory [ ] d) Poor [ ]
11) Do you have any major problem with the bike since the purchase?
a) Engine [ ] b) Comfort [ ]
c) Maintaince [ ] d) Other [ ]
12) In INDIA fuel efficiency is very important are you satisfied with the fuel efficiency of
your bike?
a) Yes [ ] b) No [ ]
13) How would you rate HONDA BIKES?
a) Satisfactory [ ] b) More than expected [ ]
c) Good [ ] d) Poor [ ]
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14) What was your mode of purchase?
a) Outright purchase [ ] b) Through finance [ ]
15) If in the previous question you have picked option „B‟ who is the financier?
a) HDFC [ ] b) ICICI [ ]
c) Others [ ]
16) Would you call your HONDA BIKE the NO 1 bike of today?
a) Yes [ ] b) No [ ]
17) Are you satisfied with after sales services provided by the company?
a) Yes [ ] b) No [ ]
18) Do you feel you have got your money‟s worth?
a) Yes [ ] b) No [ ]
19) What is the mileage of your vehicle?
a) 40-50km [ ] b) 50-60km [ ]
c) 60-70km [ ] d) Above 70km[]
20) What is your opinion regarding price of HONDA spares?
a) Costly [ ] b) Reasonable [ ]
c) Cheap [ ]
21) Which colour do you prefer?
a) Black [ ] b) White [ ]
c) Red [ ] c) Silver [ ]