Honda custmer satisfaction Print Edited

UNIT-I INTRODUCTION

Perhaps the most distinctive skill of professional marketers is their ability to create,

maintain, protect, and enhance brands. Branding is the art and cornerstone of marketing. The

American Marketing Association defines a brand as: a name, term, sign, symbol, or design, or a

combination of them, intended to identify the goods or services of one seller or group of sellers

and to differentiate them from those of competitors. Thus a brand denitrifies the seller or maker.

“What distinguished a brand from its unbranded commodity counterparts is the

consumer’s perceptions and feelings about the product’s commodity counterparts is the

consumer’s perceptions and feelings about the product’s attributed and how they perform.

Ultimately, a brand resides in the minds of consumers. A brand can be better positioned by a

associating its name with desirable benefits.

A brand is much more than a name, logo, colors, a tagline, or symbol. These are

marketing tools tactics. A brand is essentially a marketer’s promise to deliver a specific set of

feature, benefits and services consistently to the buyers. The marketer must establish a mission

for the brand and a vision of what the brand must be and do.

Brand nodding occurs when customers experience the company as delivering on its

benefit promise. The fact is that brands are not built by advertising but by the brand experience.

Brands vary in the amount of power and value they have in the marketplace. At one extreme are

brands that are not known buy must buyers then there are brands for which buyers have a fairly

high degree of brand awareness. Beyond this are brands with a high degree of brand

acceptability.

We define brand equity as the positive differential effect that knowing the brand name

has on customer response to the product or service. Brand equity results in customers showing a

preference for one product over another when they are basically identical. The extent to which

customers are willing to pay more for the particular brand is measure of brand equity.

A brand needs to be Honda awfully managed so that its equity does not depreciate. This

requires maintaining or improving brand awareness, perceived quality and functionality, and

positive associations. These tasks require continuous R and D investment, skillful advertising,

and excellent trade and consumer service.

IMPORTENCE OF THE STUDY

The motive of the any company is to generally acquire larger market share high % of

sales the Industry, This could be only achieved by building a higher % of brand loyal customers.

Any company can survive through there is a stiff computational the market if it’s has

brand loyal customer. Today many major companies in the market if it’s have brand loyal

customers. Today many major companies in the market try to maintain and improve their

branded equity. Without creating a proper Brand awareness they cannot build brand image.

Strong brands help build the corporate image and also by making it eager for the

companies launch new brands. Today brands are treated, as major enduring assets of a

company-more over brand equity are major contributor to customer equity. This all can happen

only there is proper brand awareness.

The light four wheeler industries have been expanding rapidly are gone the day when

possessing a small and mid-size Honda s was seen as a luxury. Now days it is viewed s a mere

necessity.

SCOPE OF THE STUDY

The overall scope of the present study considers all the variables and factors that have

major impact over the customers in considering particular brands. This especially included how

a customer regally evaluate recognizes the brand and what position particular brand occupies in

the customer mind.

This includes how a customer gets attracted towards the brands and what makes a brand

highly significant over their competitive brand. The study includes how hand awareness among

potential customers can be maintained and improves.

The project has been done in Visakhapatnam city only. The survey was confined only to

Honda customers to presently posses only Honda. The survey was especially focused on

existing Honda owners for finding how they are influenced by the brand and what made them

aware of the brand. After the survey was done the data was analyzed and also relevant

suggesting were made in order to improve its brand awareness towards Honda

METHODOLOGY OF THE STUDY

The study is conducted empirically using both primary and secondary data.

Using a well-structured Questionnaire provided by the company collects primary data.

Around 100 potential customers were surveyed to understand the customer’s attitude in

evaluating the after soled services rendered by AYS Automobiles Pvt. Ltd., All the persons

interviewed were in the age group above 25 years. It has been deliberately decoded to conduct

the survey among this age group because they are the people who are generally looking ahead for

the purchase of a four-wheeler apart from the existing two-wheeler. Many of these persons

interested are either businessmen or professionals; few of them are corporate managers also.

The secondary data is collected from AYS Honda ltd. By going through their corporate

records, brochures and annual reports of the company along with their newsletters were used to

substantiate the information.

The details about the four-wheeler market are collected from a few specialized magazines

like Auto India etc.

SOURCES OF DATA:

The data has been collected from both primary and secondary sources, to get information

regarding the organization and products.

PRIMARY DATA:

Primary data has been collected through questionnaires. The questionnaire was mostly

related to the brand awareness towards Honda of the customers on different feature such as the

model, price, effectiveness of the brand etc. provided by Honda motors ltd.

SECONDORY DATA:

Secondary data has been taken from bellow sources:

1. Reports

2. Pamphlets

3. Advertisement

4. Customer database

5. Newspapers

6. Internet

SAMPLING:

Out of few lakes of Honda customers spread all over India, the customers of NAGARJUNA

Honda motors Ltd., WARANGAL city only are taken as target population for the study.

SAMPLESIZE:

The sample size of 100 is selected from the database of the company. The study requires

on in depth survey and teen observation in collecting data regarding the brand awareness levels

of Honda customers.

SAMPLING TECHINIQUE:

Only simple random sampling technique is adopted in selection the sample. In this

technique, each and every unit of the population has on equal opportunity of being selected in the

sample

DATA COLLECTION PROCESS:

Based on need and objectives, types of data required for study and other sources of data are

identified.

Data was collected with the help of the questionnaires

OBJECTIVES OF THE STUDY:

The study has been conducted with the following objectives in mind:

1. To know how brand awareness made customer to purchase product (Honda )

2. What factors and variables of brand influence them to purchase.

3. To know what position does the brands has in the minds of customers.

4. To know how they became aware of the brand (Honda )

5. To know level of satisfaction about the brand awareness (Honda) offered by Honda.

6. To find out the market potential for Honda s (Honda).

Data

Primary Data

Observation

Questionnaire

Secondary Data

Inside the Organization

News Letters

Documents

Outside the Organization

Libraries, magazines

etc

7. To know how maintain and improve brand awareness build brand loyalty.

LIMITATIONS OF THE STUDY

Even though the project has been done without most Honda, it suffers from the following

limitations.

1. Due to lack of time all customers, could not be contracted.

2. The study has been restricted to Visakhapatnam city only.

3. As the project is a simple sample study and is confined to 100 customers only, if May or

may not pictures the entire customer feelings.

4. The awareness levels of the customers may change from time to time and so there is a

possibility of changes in the research results.

Few customers refused to respond or could not respond appropriately due to Lack of time,

Ignorance etc.,

COMPANY PROFILE

Honda, one of the world’s leading automobile-manufacturing companies, began its

operations in Tokyo in 1958. As time passed, Honda, together with Atlas Group of Companies,

stepped into Pakistani vehicle-manufacturing industry, and became one of the favorite suppliers

of cars, motorcycles and power products (generators, water pumps, and many more) in Pakistan.

Given in the following is detailed information of the history of this company both worldwide and

in Pakistan:

a) History:

Company Name Honda Motor Co., Ltd.

Head Office 2-1-1 Minami Aoyama, Minato-ku Tokyo 107-8556, Japan

Tel: +81-(0) 3-3423-1111

Established

September 24, 1948

President & CEO

Takeo Fukui

Base Capital ¥86,067 million (as of March 31, 2005)

Sales (Results of fiscal 2005)

Consolidated: ¥8,650,105 million

Unconsolidated: ¥3,489,106 million

Total number of employees

Consolidated: 137,827 (as of March 31, 2005)

Unconsolidated: 27,045 (as of March 31, 2005)

Consolidated subsidiaries 319 subsidiaries (as of March 31, 2005)

Chief Products Motorcycles, automobiles, power products

Since its establishment in 1948, Honda Motor Co., Ltd., has remained on the leading

edge by providing products of the highest quality that create new values, at a reasonable price,

for worldwide customer satisfaction. In addition, the Company has conducted its activities with a

commitment to environmental protection and enhancing safety in a mobile society.

The Company has grown to become the world's largest motorcycle manufacturer and one

of the leading automakers. With a global network of 437* subsidiaries and equity-method

affiliates, Honda develops, manufactures, and markets a wide variety of products ranging from

small general-purpose engines and scooters to specialty sports cars, to earn the Company an

outstanding reputation from customers worldwide.

Maintaining its commitment to achieving the visions of "Value Creation,"

"Globalization" and "Commitment for the Future," Honda aims to share joy with its customers

worldwide, thus becoming "a company that society wants to exist."

Vision Statement of organization:

“ Focusing on “satisfaction”(customers ’Associates’ and Shareholders’ ) with Challenging

spirit and flexibility, we are Dedicated to supplying latest generation cars with advanced

technology, greater fuel efficiency and competitive prices, along with friendly and efficient

after sales backup, maintaining “quality” as core of all activities.”

Mission Statement of Organization:

“To be a dynamic, profitable and growth oriented company through market leadership,

excellence in quality and service adding value to the shares and maximizing exports. To give

attractive return to business associates, share-holders as per their expectations and market

value and employees according to their abilities and performance, and to be good

corporate citizen to fulfill its social responsibilities.”

Honda's Environment Statement:

As a responsible member of society whose task lies in the preservation of the global

environment, company will make every effort to contribute to human health and the preservation

of the global environment in each phase of its corporate activity.

Only in this way will we be able to count on a successful future not only for our company, but

for the entire world.

We should pursue our daily business interest under the following principles:

We will make efforts to recycle materials and conserve resources and energy at every

stage of our products’ life cycle from research, design, production and sales, to services

and disposal.

We will make every effort to minimize and find appropriate methods to dispose of waste

and contaminants that are produced through the use of our products, and in every stage of

life cycle of these products.

As both a member of the company and of society, each employee will focus on the

importance of making efforts to preserve human health and the global environment, and

will do his or her part to ensure that the company as a whole acts responsibly.

We will consider the influence that our corporate activities have on the regional

environment and society, and endeavor to improve the social standing of the company.

ENVIRONMENTAL POLICY:

Honda Atlas Cars (Pakistan) Limited, being responsible member of society

considers the preservation of the global environment as a crucial concern.

Our environmental philosophy is firmly based on the following guidelines.

Recognize the impact of our activities, products and services on environment

Formulate objectives and targets for pollution prevention, environmental impacts

mitigation and resource conservation as far as technically feasible

Operate in compliance with relevant environmental laws, regulations and other

requirements that apply to our activities.

Create awareness and understanding about environment issues among our associates.

Commitment to continual improvement of the environmental performance and review of

the environmental management system to ensure its suitability, adequacy and

effectiveness.

  Keep public and others interested parties inform on our environment performance, if

deemed necessary.

Description of Organizational Structure:

The President & C.E.O. of Honda Atlas Company in Pakistan, Mr. Mamoru Suwama,

looks over the company’s affairs as the most senior representative of the company in this

country. The company follows the same organizational structure as shown above. Due to the

nature of the operations performed in the Honda Atlas Company daily, the departments of this

company have been split up into two categories or sections:

1. The Official Section

2. The Products or Manufacturing Section.

1. The Official Section:

The official section deals with the routine operations that are organizational by nature.

All these operations are performed under the leader ship of Mr. Narita, who is a manager by

position. The official section consists of departments such as Marketing, Administration,

Logistics, Engineering and Development of Products (E.D.P.), finance and services. The details

and descriptions of these departments has been provided in the following:

A. Marketing:

This department has to cover all activities of the company that are related to advertising and

publicizing of the company’s products in the country. Mr. Ayyaz Hafeez, who is a General

Manager by position, is the head of all marketing operations and activities in this country.

B. Administration:

This department has to deal with the management of Honda Atlas Company as an

organization. In other words, major operations of this department include making policies such

as the conduct outline and policies of the organization. Mr. Riffat Iqbal, Vice President, heads

this department of the official section. Human resource management is also a responsibility of

this department.

C. Logistics:

All the operations that are related to the movement of supplies as well as the

products come under this department. Mostly, this department manages and ensures the delivery

of vehicles at the right place on the right time. Mr. Abid Ali Khan, the Senior General Manager,

overlooks all operations that come under this department.

D. Engineering and Development of Products:

The responsibility for researching and discovering processes that can help in

producing the vehicles not only effectively and efficiently but also economically heavily lies on

the shoulders of this department. The E.D.P. department carries out its operations in the guidance

of Mr. Hamid Asghar, Manager and Head of the E.D.P. department.

E. Finance:

This department covers the activities that carry the purpose of assessing and

managing the financial resources and conditions of the company. Mr. Asad Murad, Senior

Manager is the head of this department.

F. Services:

The services department interacts with customers, provides the existing ones with

after-sales services and with dealership utilities. It also interacts with potential customers to

provide them with information and products they are looking for. This department operates under

Mr. Arif Hamid Dar, the General Manager.

2. The products Manufacturing Section:

This section of the Honda Atlas Company deals with the production and manufacture of

vehicles and power products. It includes department like Production Control, Welding, Painting,

Engine assembly, Final Assembly, Quality Control and Vendor Development. Senior Technical

Advisors Mr. Naguchi and Mr. Nishimura supervise all the operations. Where as Mr. Keizaburo

Otaki is the vice president and deals with the leading and guidance of all the departments in the

production section. The details of all these departments have been provided in the following:

A. Production Control Department:

The production control department has to under take the control and manufacturing of

daily production and manufacturing of vehicles and also controls the process of production of the

products.

B. Welding:

Welding portion of the production section deals with the welding and putting together of

frames and countless parts that are to be welded in order to make a car.

C. Paint:

The paint portion, as the name reveals, performs the paint job of the chassis of the

vehicles.

D. Quality Control:

Quality control department tests if the vehicles and the products that are being assembled

in the Honda Atlas Company are up to the standards and code of conducts of the company.

E. Engine Assembly:

The engine assembly is the portion of the production section, which is responsible for the

fitting together of the engine of the vehicles. Since this is an exceptionally complex operation,

there is a separate department of the production section.

E. Final Assembly:

The final assembly is the section in which parts that require fitting and not welding are

placed into the chassis of the vehicle.

F. Vendor Development:

The vendor development department has to deal with all the transactions between a

customer and the companies that have to be dealt with until the vehicle or the product have

finally reached the customer

HONDA RACING:

“Racing improves the breed” - Sochiro Honda

Honda has always played an important role in motor sports, believing it to be the

springboard for technological advancement.

It has also been an aggressive force in the endurance, motocross and trial races held

around the world. We, at Honda, are not allowing this momentum to let up, as we pursue even

greater achievements. Honda has always loved racing, ever since Sochiro Honda took his

company into motorcycle competition, sometime in the 1950s. Honda’s engineers have tested

themselves on the international stage, proving their technology to be the best in the world. These

technologies are tested in the extreme conditions of motorcycle racing, to adapt them for use in

vehicles that fly on roads today.

In the past, Honda has powered some of the all time great racers, including Redman,

Hailwood, Spencer, Gardner, Capirossi and Doohan, to 39 riders’ titles. Even today, some of the

greatest motorcycle racers, like Alex Baros, Max Biaggi, and Nicky Hayden ride on Honda

bikes, at the races.

Honda enters the Isle of Man TT Races in 1959

Michael Doohan riding Repsol Honda's NSR 500

Honda is an active participant in many off-road races

Technologies like these are not just for the race tracks, but are also incorporated in our

everyday vehicles. They are first tested, refined and proven under the trying conditions in the

races, and then finally adapted in the vehicles, so that two wheelers like Activa and Dio can

utilise and benefit from such technologies.

HONDA AND SAFETY

Enhancing safety on the roads is one of Honda's top priorities. They firmly believe that

the realization of a comfortable and an enjoyable mobile society depends on the mutual trust that

automobile manufacturers like them, share with the consumers and society.

Honda, use a three prong approach, based on preventing accidents from happening in the

first place, minimizing injury in the unlikely event of an accident and our Driving Safety

Promotion operations.

Honda's safety philosophy emphasizes the development of appropriate technologies for

its products, so as to ultimately achieve maximum riding comfort for its customers. Honda was

the first manufacturer in Japan to develop and apply the anti-lock brake system. Educating the

world, Honda is actively involved with driving education across the world for promoting traffic

safety.

HONDA AND ENVIRONMENT:

Honda has always wanted to pass on the beautiful natural environment to the next

generation, and will continue its environmental conservation activities, meeting the high goals

that it has set independently.

Developing Green Vehicles

GIORNO CREA:

Honda, are striving towards developing zero-emission in all our vehicles. They are the

first company in Japan to meet the most recent exhaust emission regulations. To reduce the

environmental burden of four-stroke engines, they have developed a unique exhaust air injection

system and a programmed fuel injection (PGM- F1) (PGM-F1) system, which is currently in use

in the HONDA VFR motorcycle. On the other hand, the Giorno Crea, is a new generation,

environment friendly 50cc scooter that is highly fuel-efficient.

Eco-Friendly Factory

Before Planting

-Aerial view of the Sayama plant

After Planting

-Aerial view of the Sayama plant (15 years later)

Honda's production facilities across the world also actively pursue energy-efficient

methods and prevent water pollution by reducing industrial waste. Honda has taken aggressive

initiatives to reduce the environmental impact of its manufacturing operations, by implementing

its concept of the "Green Factory". HMSI too is actively working towards establishing an

environment management system.

HMSI Environmental Policy:

ISO 14001 certification

As responsible members of society and industry, Honda Motorcycle and Scooters India

Pvt. Ltd. (HMSI), recognize that well being of humans and conservation of earth's environment

is important.

HMSI got ISO 14001 certification in Dec. 2002, which is committed to achieve,

environmental excellence in all its industrial activities.

HMSI will establish its environmental management system following PDCA cycle and

continuously work to make it more effective. The policy will be well disseminated to our

employees as well as to the public at large.

ISO 14001 Policies:

Conserving environment through preventing pollution at its source of generation and

strengthening our existing pollution control system.

Promoting conservation of resources such as energy, water, oil and grease and other raw

materials, by reusing, recycling and minimizing the waste generation.

Complying with all applicable legal/regulatory requirements and strive to go beyond

wherever possible.

Regular monitoring and reviewing of environmental objectives and targets.

Increasing environment awareness and competence amongst our employees and

encourage vendors & dealers to adopt EMS.

Green Dealer Concept:

The "Green Dealer Concept" started by Honda is a step further in the direction of

conservation of the environment.

The "Green Dealer Concept" would not only help in proper and efficient use of resources

such as water, electricity, paper etc. by constantly monitoring and improving the existing systems

thus doing lots of cost cutting but also reducing the polluting activities to minimum. Increasing

environment awareness amongst the employees and the general public is also feature of this

unique concept.

THE PHILOSOPLY:

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.

Honda's philosophy is based on the company's guiding principle and advocates 2

fundamental beliefs: Respect for the Individual

Honda recognizes and respects individual differences. The respect for individual stems from the

following three points:

• Initiative

• Equality

• Trust

It is the contribution from each individual in the company that has made our company

what it is today and that, which will take us into the future.

The Three Joys

In line with Honda's Philosophy, HMSI conducts all its daily activities in pursuit of the following

joys:

The Joy of Buying

The joy of using world class products

The Joy of selling

The joy of selling world class products

The Joy of Manufacturing

The joy of producing high quality products

HMSI NETWORK:

Every Honda dealership is known as a H.E.A.D. - Honda Exclusive Authorised 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) stand 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.

The 4S Policy:

Each of the Dealers functions as a one-stop shop that takes care of all your concerns

regarding your Honda product. Thus, with the objective of maximising customer satisfaction, all

H.E.A.D.s provide facilities for Sales, Service, Spares and Safety Riding.

Sales:

All H.E.A.D.s exclusively offer the sales of Honda 2-wheelers. When you enter the

showroom, you will encounter attractive display and distinctive showroom environment, that

will help you know our products better. Trained staff at each H.E.A.D. will help in your buying

process and offer test rides to give you a feel of the product.

Services:

Quality repair and maintenance services are provided to ensure that customers continue to

ride Honda 2-wheelers under safe and optimal conditions.

Spare Parts:

Adequate stock of genuine Honda spares are readily available for quick repair and

servicing.

Safe Riding:

Respect for human life forms a part of Honda's corporate philosophy. To realize this,

safety riding is being actively promoted by HMSI. Safety riding programmes have been

implemented at all H.E.A.D.s. Our wish is to build-up a safe environment for driving, by giving

pre-delivery safety advice to each Honda customer.

PRODUCT LINE:

HMSI works on a Market–IN concept, which focuses on understanding customer needs

and desire and translating them into product specifications. It is due to this concept that with in

just five years of its launch in India, HMSI has changed the Indian two wheeler market with its

products – Honda Activa, Dio, Eterno, Unicorn & Shine.

SHINE:

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.

Designed to ensure superior ride quality and ease of handling through revolutionary Ergo

Tec design, which is based on Human engineering Honda Shine will set new benchmarks in the

Indian 125cc motorcycle segment.

Honda Shine completes a 0 – 60kmph run in just 5.3 secs and returns a class leading

65kmpl in the process in the Indian riding mode.

Honda Shine has been endowed with new modern intelligent style appeal, which

possesses a balance of decent looks with tough & macho appeal and an image of sporty looks

with international taste that lends the HONDA SHINE a Decent and stylish look.

UNICORN:

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, riding comfort and convenience.

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 kmps 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 60km to a liter.

Unicorn is the first motorcycle in India with the hi-tech mono suspension that enhances

riding comfort and control, and is now available in new Sleek Graphics.

ETERNO:

An entirely new standard in scooters tough, sleek and with the best mileage in its class.

Designed especially for the Indian conditions & to suit your everyday needs.

The Eterno is a tough & stylish 4-stroke scooter incorporating the best of Honda’s

worldwide technology standards. Right from the engine to the body frame, each part is designed

to be more durable & withstands the rough & tough Indian conditions.

ETERNO is a new Indian standard scooter that defies conventional ideas about a full size

scooter in India. To those who have resigned to the fact that present full size scooters do not

satisfy their basic needs of riding comfort, loading capacity & better fuel efficiency, ETERNO is

a big surprise as it has got:

• Reliable, newly designed 4-stroke 150cc engine

• Best fuel efficiency in its class (60 kmpl)

• Ample, practical loading capacity

• Riding comfort even during multiple rides

• Masculine, tough & sleek styling

So shed your worries about the full size scooter as "Geared Surprise from Honda is here." So, go

ahead & enjoy the ride.

DIO:

One look at DIO will tell you it’s more an accessory than a mere convenience. As India’s

first motoscooter is named after the son of Venus ‘Dyonisiac’, also known as Cupid, the God of

Love. DIO is set to add passion and excitement with its stunning looks and performance, by

incorporating the latest world trends that make it a scooter that is much ahead of its time.

One look at DIO will tell you it’s more an accessory than a mere convenience. As India’s

first motoscooter, it blends the looks of a motorcycle with the comfort of a scooter. DIO heralds

the dawn of two–wheeler fashion. And if looks are anything to fall for, this is a treat. 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.

The DIO is complete in itself. Cutting edge technology and style have been brought together in

such a way as to make it an engineering marvel. So, you can ride assured that a bike doesn’t get

or look any better.

Of course, this qualifies us to have the last word on style. If there ever existed an

attention magnet, this is it.

ACTIVA:

Honda Activa is the first scooter model of HMSI for the Indian market. It has revitalized

the Indian scooter market after its launch in the year 2001.

By design, the Activa let's anybody in the family get their hands on it. To make riding

fun, we removed the gears and retained only those controls which can be safely left to your

reflexes. Like the accelerator and the brakes in a lightweight body. So now, mothers can enjoy an

easy ride while fathers will appreciate its sturdy build.

In fact, an Activa has something in it for everyone. We’ve got two new colour graphic

stickers, a flamboyant one for the young rider who adheres to style. And for the mature rider we

have got a more sober looking sticker, a reflection of their personality. You’ll never see ease,

technology and style come together in such a smooth way as in the Honda Activa.

BRAND AWARENESS

.

Definition

Extent to which a brand is recognized by potential customers, and is

correctly associated with a particular product. Expressed usually as a percentage of target

market, brand awareness is the primary goal of advertising in the early months or years of

a product's introduction.

Brand awareness is a marketing concept that measures consumers' knowledge of a

brand's existence. At the aggregate (brand) level, it refers to the proportion of consumers who

know of the brand.

AN OVERVIEW OF BRANDING DECISIONS:

Branding Decisions Brand Sponsor Decisions Brand Name Decisions

Brand Strategy Decisions Brand-Repositioning Decisions

Brand No Brand

Manufacturers Brand

Distributors (Pvt.) Brand

Individual Names Blanket Family Name Separate Family Company Individual

Names

Line Extension Brand Extension Multi-Brands New Brands Co-Brands

Repositioning No Repositioning

Branding Decisions:

The first decision is whether the company should develop a brand name for its products.

In the past, most products went unbranded; producers and intermediaries sold their goods out of

barrels, bins and cases without any supplier identification. Buyers depended on the seller’s

integrity.

Today branding is such a strong force that hardly anything goes unbranded.

In some cases, there has been a return to “no branding” of certain staple consumer goods

and pharmaceuticals. Generics are unbranded, plainly packaged, less expensive versions of

common products such as spaghetti, paper towels and canned peaches. They offer standard or

lower quality at a price that may be as much as 20% to 40% lower than nationally advertised

brands and 10% to 20% lower than retail private label brands. The lower price is made possible

by lower quality ingredients, lower cost labeling and packaging and minimal advertising.

Why do sellers brand their products when doing so clearly involves costs?

Branding gives the seller several advantages:

The brand name makes it easier for the seller to process orders and track down problems.

The seller’s brand name and trademark provide legal protection of unique product features.

Branding gives the seller the opportunity to attract a loyal and profitable set of customers.

Brand loyalty gives sellers some protection from competition.

Branding helps the seller segment markets.

Strong brands help build the corporate image, making it easier to launch new brands and gain

acceptance by distributors and consumers.

Distributors and retailers want brand names because brands make the product easier to

handle, hold protection to certain quality standards, strengthen buyer preferences, and make it

easier to identify suppliers. Consumers want brand names to help them identify quality

differences and shop more efficiently.

Brand-Sponsor Decision:

A manufacturer has several options with respect to brand sponsorship. The product may

be launched as a manufacturer brand (sometimes called as National Brand), a distributor brand

(also called reseller, store, house or private brand), or a licensed brand name. Another alternative

is for the manufacturer to produce some output under its own name and some under reseller

labels. Manufacturer’s brands dominate large retailers and wholesalers have been developing

their own brands by contracting production from willing manufacturers.

The private brands offer two advantages. First, they are more profitable. Intermediaries

search for manufacturer with excess capacity that will produce the private labels at a low cost.

Other costs, such as research and development, advertising, sales production and physical

distribution are much lower. This means that the private brands can charge a lower price and yet

make a higher profit margin. Second, retailers develop exclusive store brands to differentiate

themselves from competitors.

Brand Name Decisions:

Manufacturer and service companies who brand their products must choose which brand

names to use. Four strategies are available:

1. Individual Names:

A major advantage of an individual names strategy is that the company does not tie its

reputation to the product. If the product fails or appears to have low quality, the company’s name

or image is not hurt. The strategy permits the firm to search for the best name for each new

product.

2. Blanket Family Names:

A blanket family name also had advantage. Development cost is less because there is no

need for “name” research or heavy advertising expenditure to create brand name recognition.

Furthermore, sales of the new product are likely to the strong if the manufacturers name is good.

3. Separate Family Names for all Products:

Where a company produces quite different products, it is not Desirable to use one blanket

family name. Companies often invent different family names for different quality lines within the

same product class.

1. Company trade name combined with individual product names:

Some manufacturers tie their company name to an individual brand name for each

product.

Once a company decides on its brand name strategy, it faces the task of choosing a

specific brand name. The company could choose the name of a person, location, quality, life

style or an artificial name.

Among the desirable qualities for a brand name are the following:

It should suggest something about the product’s benefits.

It should suggest product qualities. Such as action or color.

It should be easy to pronounce, recognize and remember. In this case short names help

mostly.

It should be distinctive.

It should Honda ry poor meanings in other countries and languages.

BRAND-STRATEGY DECISIONS:

A company has five choices when it comes to brand strategy. There are line extensions,

brand extensions, multi-brands, new brands and co-brands.

1. Line Extension:

Line Extensions consist of introducing additional items in the same product category under the

same brand name, such as new flavors, forms, colors, added ingredients and package sizes.

2. Brand Extensions:

A company may use its existing brand name to launch new products in other categories.

3. Multi-Brands:

A Company will often introduce additional brands in the same product category.

Sometimes the company is trying to establish different features or appeal to different buying

motives.

4. New Brands:

When a Company launches products in a new category, it may find that none of its

current brand names are appropriate.

5. Co-Brands:

Co-Brands are also called as dual branding, in which two or more well known brands are combined in an offer. Co-branding takes a variety of forms. One is ingredient co-branding, second one is same company co-branding, and third one is joint venture co-branding. And finally there is multiple-sponsor co-branding.

BRAND REPOSITIONING:

However well a brand is currently positioned, the company may have to reposition it later

when facing new competitors or changing customer preferences.

Brand Awareness: Nine Brand Strengtheners:

As Companies become more aware of the importance of brand power, they wonder how

they can strengthen their brands. Most managers think the answer lies in increasing the

advertising budget. But advertising is expensive and it is not always effective. Advertising is

only one of nine ways to build more brand awareness and brand preference.

Develop creative advertising.

Sponsor well-regarded events.

Invite your customers to join a club.

Invite the public to visit your factory or office

Create your own retail units.

Provide well-appreciated public services.

Give visible support to some social causes.

Be known as a value leader.

Develop a strong spokesperson or symbol to represent the Company.

TABLE: - 4.1: AGE GROUP

Total Number of Customers Surveyed: 100

AGE GROUP NO.OF CUSTOMERS PERCENTAGE

25-45 52 52%

45-65 40 40%

65 And Above 8 8%

Total 100 100%

Interpretation:

From the above table, we can observe that 52% of the people belongs to 25 – 45 age

group, 40% of the people belongs to 45 - 65 age group and 8% of the people belongs to 65 and

above. The analysis shows that most of the people belongs to 25 – 45 age.

TABLE:-6.2: GENDER

Total number of Customers surveyed: 100

GENDER NO. OF CUSTOMERS PERCENTAGE

Male 87 87%

Female 13 13%

Total 100 100%

Interpretation:

From the above table we can observe that among 200 customers 87% are Males and 13%

are Females.

TABLE: - 6.3: OCCUPATION

Total Number of Customers Surveyed: 100

OCCUPATION NO.OF CUSTOMERS PERCENTAGE

Business 38 38%

Professional 30 30%

Student 7 7%

Employee 25 25%

Total 100 100%

Interpretation:

From the above table, we see that 38% of the people belongs to Business, 30% of the

people from Professionals, 7% of the people from students and 25% of the People belongs to

Employees. The analysis shows that major part of the people belongs to Business category.

TABLE: - 6.4: ANNULE INCOME

Total number of Customers surveyed: 100

INCOME NO. OF CUSTOMERS PERCENTAGE

< 20,000 34 34%

20,000-40,000 52 52%

40,000 & above 14 14%

Total 100 100%

Interpretation:

The income status reveals that 34% of them are having less than 20,000 and 52% of them

were between 20,000-40,000 and the remaining 14% were above 40,000. The analysis shows

that the people who having income per annum in between 20,000-40,000 are more.

TABLE:-6.5: FAMILY SIZE

Total number of Customers surveyed: 100

FAMILY SIZE NO. OF CUSTOMERS PERCENTAGE

1-2 10 10%

3-5 78 78%

5 & above 12 12%

Total 100 100%

Interpretation:

Family size reveals that 10% of the people are having 1-2 family size, 78% of the people

are having 3-5 family size and 12% of the people are having above 5 family size. The analysis

shows that the family size having 3-5 are using more.

Table number 6.6: PURPOSE OF PURCHASE

Total number of Customers surveyed: 100

PURPOSE NO. OF CUSTOMERS PERCENTAGE

Utility 45 45%

Necessity 51 51%

Status 4 4%

Total 100 100%

Interpretation:

From the table, we can observe that 45% of the people purchase the Honda for the

purpose of utility, 51% of the people purchase for necessity and 4% people purchase for status.

The analysis shows that most of the people that are 51% purchase for necessity.

TABLE: - 6.7: FACTORS INFLUENCE TO BUY HONDA

Total Number of Customers Surveyed: 100

FACTORS NO.OF CUSTOMERS PERCENTAGE

Style 14 14%

Price 18 18%

Brand image 30 30%

Performance 20 20%

Publicity 18 18%

Total 100 100%

Interpretation:

From the table, we can examine that 14% of the people prefer style, 18% of the people

prefer price, 30% of the people opt for Brand image, 20% of the people have a preference on

Performance and 18% of the people opt for Publicity for buying the Honda . The analysis

shows most of them consider Brand image while buying.

TABLE:-6.8: INFLUNCER TO PURCHASE HONDA

Total Number of Customers Surveyed: 100

FACTORS NO.OF CUSTOMERS PERCENTAGE

Myself 20 30%

Family Members 15 15%

Friends 22 22%

Relatives 5 5%

Advertisements 34 34%

Others 4 4%

Total 100 100%

Interpretation:

From the table, we can observe that 20% of the people are decided to purchase the Honda

on themselves, 15% of the people are influenced by family members, 22% of the people are

influenced by relatives, 34% of the people are influenced by advertisements and rest of the

people are influenced by other factors. The analysis shows that major portion of the people is

influenced by advertisements.

TABLE: -6.9: IMPACT OF ADVERTISEMENT ON SALES

Total number of Customers surveyed: 100

IMPACT NO. OF CUSTOMERS PERCENTAGE

Yes 56 56%

No 44 44%

Total 100 100%

Interpretation:

From the table, we see that 56% of the people say that Advertisements has the impact of

increase in sales whereas 44% of the people say that Advertisements has no impact of increase in

sales.

TABLE:- 6.10: GOOD VALUE

Total number of Customers surveyed: 100

GOOD VALUE NO. OF CUSTOMERS PERCENTAGE

Yes 92 92%

No 8 8%

Total 100 100%

Interpretation:

From the table, we observe that 92% of the people feel that Honda products give Good

Value for money whereas 8% of the people feel that Honda products do not give Good Value for

money.

TABLE:- 6.11: PRICING OF THE HONDA:

Total number of Customers surveyed: 100

PRICING LEVEL NO. OF CUSTOMERS PERCENTAGE

Excellent 5 5%

Good 64 64%

Satisfactory 31 31%

Not satisfied 0 0%

Total 100 100%

Interpretation:

From the table, we observe that 5% of the people feel that the Price of the Honda is

Excellent, 64% of the people feel that it is Good, 31% feel it is satisfactory and none of them are

dissatisfied with the Price of the product. The Highest % of the people feels that the Price of the

Honda is Good.

TABLE:-6.12: SUPERIOR TO COMPETITORS (HONDA)

Total number of Customers surveyed: 100

SUPERIOR CUSTOMERS PERCENTAGE

Yes 89 89%

No 11 11%

Total 100 100%

Interpretation:

From the table, we can observe that 89% of the people say that Honda is superior to

competitors and 11% says that it is not.

SUMMARY

The market of HONDA BIKES is growing at rapid speed. Honda being one of the

dominating and leading players in passenger Honda market is expected to attract significant

attention among the investors.

In this Automobile segment there has been heightened competition with other leading

players like Maruti, Honda, Ford and many others.

As there was competition in small Honda industry, there was reduction in prices of the

Honda s and modifications done with the existing product (e.g., Honda to Honda Xing) and were

introduced in the market. Honda small Honda segment has occupied second position in the

market share.

Majority of the people have informed Brand Awareness toward Honda. Most of the

customers are very much satisfied with the services offered by the company while few of them

are not satisfied due to minor problems of the Honda.

Many of the students rated the Brand Awareness as excellent very few of them have rated

as satisfactory.

All the respondents are very happy with the warranty period given for the Honda s by the

company but many of them have complaints with the mileage and seating comfort of the Honda.

Many of the respondents have stated that the prices charged on services are high when

compare to other company’s services (e.g. HeroHonda)

Finally the customers are very happy about Brand Awareness toward Honda.

CONCLUSIONS

The following details can be inferred after analysis with a simple size of 100, which

included customers, by questionnaire method to find out the brand awareness towards Honda

with reference to HONDA.

Most of the customers relating to Honda belong to the category of employees as they occupy

30% of the entire customers. The next to them comes industrialists as they occupy 24% of

the customers.

Most of the customers have bought the Honda 2 years back.

The promotional strategy of Honda is advertisement of which electronic media and by press

media are playing a vital role.

Out of the models of Honda the most popular brand is Honda because it is possessed by 45%

of the customers.

Most of the customers are aware of educational programs that are being conducted by Honda

to the maintenance of the Honda.

Though the customers are having good awareness levels regarding the programs being

conducted by Honda, they are not attending the programs because of various reasons.

The customers find some problem’s regarding the mileage of Honda while comparing with

the remaining models.

SUGGESTIONS

Basing on the survey findings and analyzing the attitudes of respondents, the following

suggestions can be given regarding the Brand Awareness towards Honda.

The company has to pursue the complaints of the respondents about the performance of the

Honda’s engine. This suggestion has been given basing on the complaints of customers

regarding its problems like low mileage.

Transaction and value based loyalty programs can be conducted.

Making the Driving seat and Passenger seat more comfortable so that the driver and

passengers could have a comfortable drive.

Analyzing the complaints given by many customers regarding uncomfortable seats has made

its suggestion.

ANNEXURES

QUESTIONNAIRE

Dear sir/madam,

We are the student of “Kakatiya Institute of Technology & Sciences, Warangal” conducting

a survey on dealer BRAND AWARENESS OF HONDA as a part of our curriculum. I assure

that information are given by you will be secret.

(With Reference to Honda)

1. NAME OF THE RESPONDENT:

2. ADDRESS OF THE RESPONDENT:

3. PHONE NO:

4. AGE GROUP:

(a) 25-45 (b) 45-65 (c) 65 & above

5. GENDER:

(a) Male (b) Female

6. RESPONDENTS QUALIFICATION: _________________________

7. OCCUPATION:

(a) Business b) Professional (c) Student (d) Employee

8. INCOME PER ANNUM:

(a) < Rs. 2, 00,000/- b) Rs. 2, 00,000/- to Rs. 4, 00,000/-

(c) Rs. 4, 00,000 and above

9. FAMILY SIZE:

(a) 1-2 b) 3-5 c) 5& above

10. PURPOSE OF PURCHASE OF THIS HONDA

(a) Utility (b) Necessity (c) Status

11. WHAT INFLUENCED TO BUY HONDA?

a) Styling b) Pricing (c) Brand Image

(d) Performance (e) Publicity

12. WHO INFLUENCED YOU TO PURCHASE THE HONDA?

(a) Myself (b) Family Members c) Friends (d) Relatives

(e) Advertisements (f) Others

13. WHY DID YOU PURCHASE ONLY HONDA INSTEAD OF ANY OTHER SMALL

HONDA?

(a) Quality b) Easy to drive

(c) Comfort d) Technically good

14. DO YOU FEEL THAT ADVERTISEMENT HAS AN IMPACT ON THE INCREASE IN

SALES?

(a) Yes (b) No

15. DO YOU FEEL THAT HONDA PRODUCTS GIVE GOOD VALUE FOR MONEY?

(a) Yes (b) No

16. HOW DO YOU FEEL THE PRICING OF THE HONDA?

(a) Excellent b) Good

(c) Satisfactory (d) Unsatisfactory

17. DO YOU FEEL THAT HONDA IS SUPERIOR TO COMPETITORS HONDA S IN THIS

SEGMENT?

(a) Yes (b) No

18. DO YOU RECOMMEND HONDA TO YOUR FRIENDS AND RELATIVES?

(a) Yes (b) No

19. YOUR COMMENTS/SUGGESTIONS IF ANY?

________________________________________________________________________

____________________________________________________________

BIBLIOGRAPHY

MARKETING MANAGEMENT PHILIP KOTLER

COMPANY BROUCHERS & MANUALS

MAGAZINES:

OVERDRIVE

BUSINESS TODAY

WEBSITES:

www.google.com

www.smallbusiness.yahoo.com

www.businessdictionary.com

www.world.honda.com