CHAPTER NO.

CONTENTS INTRODUCTION RESEARCH DESIGN AND METHODOLOGY STATEMENT OF THE PROBLEM NEED OF THE STUDY OBJECTIVES OF THE STUDY SCOPE OF THE STUDY DATA COLLECTION FIELD WORK FOR THE STUDY LIMITATION OF THE STUDY

PAGE NO. 1

14

PROFILE OF THE ORGANISATION COMPANY PROFILE CONSISTENT QUALITY WORLD WIDE R & D FOR THE FUTURE INSPIRING OUR CUSTOMERS TAKING TO THE SKIES EXPANDING NEW VALUES FOR CUSTOMERS WORLD WIDE MANAGEMENT OF INFORMATION SECURITY PRODUCT PROFILE

19

ANALYSIS & INTERPRETATION 4 TABLE- REPRESENTATION OF DATA CHARTS- ANALYSIS 33

FINDINGS & CONCLUSIONS 5 FINDINGS CONCLUSIONS 55

BIBLIOGRAPHY

58

INTRODUCTION Two Wheelers in India

The Feeling of freedom and being one with the Nature comes only from riding a two wheeler. Indians prefer the two wheelers because of their small manageable size, low maintenance, pricing and easy loan repayments. Indian streets are full of people of all age groups riding a two wheeler. Motorized two wheelers are seen as a symbol of status by the popular. Thus, in India, we would see swanky four wheels jostling with our ever reliable and study steed: the two wheeler.

History of Two Wheelers

Motorcycles have made their debut around the 1950s; this section looks at the two wheelers which have over the years caught the imagination of country. It was in the year 1954 that the Indian government ordered for total number of 800 motorcycles to man the Pakistani borders. In came the Bullets which were initially launched in England as a 350cc bike and it was upgraded to 500cc a year or so later. These bikes have remained barring

some cosmetic changes which have undergone over the years. Thus one can say without much of a doubt that the 1955 Bullet was one of the initial hits of the Indian two-wheeler industry and till today it continues to be a darling of the motorcycle enthusiasts. Enfield Bullet had a close competition with another sturdy bike named Rajdoot; as the bike was strong enough to handle the rough Indian roads. The company had roped in Indian He-man Dharmendra for the promotion of the bike. With more than 1.6 million vehicles on the road the Rajdoot motorcycle was one of the initial hits of the earlier years of two-wheeler history in the country. When heavy motorcycles were the order of the day, a relatively lighter bike had caught on the imagination of the Indian two wheeler user. Ind- Suzukia bike launched by the then TVS Suzuki group was an instant hit; however the bike could not sustain it's initial success due to the high import content in the vehicle and less of localization. In Scooters Bajaj Chetak has been hugely responsible for adding momentum to the transport system of the country, till today it remains one of the most successful brands to have come out of the Bajaj stable.

The scooter is named after the horse of legendary Rana Pratap Singh. These sets of two Wheels have become a part of the Indian milieu and are often considered a representative of the Indian middle class aspiration. Very few two-wheelers have been able to emulate the success,

which Bajaj Chetak has achieved over the years.Similarly LML Motors enjoyed a reasonable success with the launch of LML Select which came with new age technology and improved performance. Today newer models of two-wheeler are entering the market everyday, slowly pushing these names down the memory lane. However names like Chetak, Rajdoot and Bullet will always find a mention in the history of twowheelers in the country

History
The Britannica Encyclopaedia describes a motorcycle as a bicycle or tricycle propelled by an internal-combustion engine (or, less often, by an electric engine).The motors on minibikes, scooters, and mopeds, or motorized velocipedes, are usually air-cooled and range from 25 to 250 cubic cm (1.5 to 15 cubic inches) in displacement; the multiple-cylinder motorcycles have displacements of more than 1,300 cubic cm. The automobile was the reply to the 19th-century dream of self-propelling the horse-drawn carriage. Similarly, the invention of the motorcycle created the self-propelled bicycle. The first commercial design was a three-wheeler

built by Edward Butler in Great Britain in 1884. This employed a horizontal single-cylinder gasoline engine mounted between two steerable front wheels and connected by a drive chain to the gearwheel. The 1900s saw the conversion of many bicycles, or pedal cycles by adding

small, centrally mounted spark ignition engines. There was then felt the need for reliable constructions. This led to road trial tests and competition between manufacturers. Tourist Trophy (TT) races were held on the Isle of Man in 1907 as reliability or endurance races. Such were the proving ground for many new ideas from early two-stroke-cycle designs to supercharged, multivalent engines mounted on aerodynamic, carbon-fiber reinforced bodywork.

Invention of two wheelers

The invention of the first two-wheeler is a much-debated issue. "Who invented the first motorcycle?" may seem like a simple question, but the answer is quite complicated. Two-wheelers own their descent to the "safety" bicycle, i.e., bicycles with front and rear wheels of the same size, with a pedal crank mechanism to drive the rear wheel. Those bicycles, in turn descended from high-wheel bicycles. The high-wheelers descended from an early type of pushbike, without pedals, propelled by the rider's feet pushing against the ground. These appeared around 1800, used iron-banded wagon wheels, and were called "bone-crushers," both for their jarring ride, and their tendency to toss their riders. Gottlieb Daimler (who later teamed up with Karl Benz to form the Daimler-Benz Corporation) is credited with building the first motorcycle in 1885, one wheel in the front and one in the back, although it had a smaller spring-loaded outrigger wheel on each side. It was constructed mostly of wood, the wheels were of the iron-banded wooden-spoked wagon-type,it definitely had a "bone-crusher" chassis!

This two-wheeler was powered by a single-cylinder Otto-cycle engine, and may have had a spray-type carburetor. (Wilhelm Maybach, Daimler's assistant, was working on the invention of the spray carburetor at the time). If two wheels with steam propulsion can be called a motorcycle, then the first one may have been American. One such machine was demonstrated at fairs and circuses in the eastern US in 1867. This was built by one Sylvester Howard Roper of Roxbury, Massachusetts.

There is an existing example of a Roper machine, dated 1869. A charcoal-fired two-cylinder engine, whose connecting rods directly drive a crank on the rear wheel, powers it. This machine predates the invention of the safety bicycle by many years, so its chassis is also based on the "bonecrusher" bike.

Introduction to Marketing
Marketing consists of all activities by which a company adapts itself to its environment creativity and profitably. It is the whole business seen from the point of view of its final result that is from customers point of view. Basically business firms objective is to convert societal need into profitable opportunities. Marketing is an attempt to anticipate satisfies the needs demands of the consumers of the society.

Philip Kotler has said Marketing is determining the needs and wants of target markets and delivering the desired satisfaction more effectively and efficiently than competitors. Thus it shows that consumer is the key to success to any company marketing services.

Evolution of Marketing
The development of marketing concept is evolutionary i.e. gradual rather than revolutionary. The marketing is one of the oldest professions of

the world. Marketing is both philosophy, it guides and directs the business thinking i.e. whether to produce or not to produce. As a technology it is concerned with deciding what should be produced, how and when products could be efficiently distributed among the customers. Hence we can that producers have to adapt different methods of satisfying his customers due to change in customer taste and preference.

Market potential
Current and future market demands are determined by analyzing the entire environment factor affecting marketing process. The two way of estimating demand are:

Total Market potential

It is demand that exists for a product in all areas put together. The demand may be for a product in all areas put together. The demand may be for a product or service and the area may be for a state, country and continent or may be the whole world itself.

Area Market Potential

It is demand that exists for a particular product for or service in it particular area of market.

The different segmentation is:

Geographic segmentation: Geographic location is usual and popular basis for market segmentation. Future distinction as rural and urban markets, city and suburban markets etc also from geographic segmentation.

Demographic segmentation
Demography is study of population. Demographically characters such as sex, age, marital status, number and age of children, place of residence, mobility, income, education, occupation, family life cycle, social class, culture etc., make the base of demographic of demographic sub culture.

Psychographics segmentation: here buyers are divided into different

groups on the basis of social class, life style and personality characteristics. People with in same demographic group can exhibit very different Psychographics profiles.

BRAND AWARENESS 1. Brand

Consumer views a brand as an important part of a product and branding can add value to a product. For example, most consumers would perceive a bottle of white linen perfume as a high quality, expensive product. But the same perfume in an unmarked bottle would likely be viewed as lower in quality, even if the fragrance were identical. Branding has become a major issue in product strategy. On the one hand, developing a branded product required a great deal of long marketing investment, especially for advertising promotion and packaging.

2. Branding
Perhaps the most distinctive skill of professional marketers is their ability to create, maintain, protect and enhance brands. A Brand is a name, term, sign, symbol or design or a combination of these intended to identify the products or service of one seller in group of seller and to differentiate them from those of competitors. A brand is a seller promise to deliver consistently a specific set of features, benefits and services to buyers. The best hands convey a warranty of quality. According to one marketing executive, a brand can deliver up to four level of meaning:

a) Attributes
A brand first brings to mind certain product attributes. For example Mercedes, suggests such attributes as well engineered well built. Durable, high prestige, fast, expensive and high release value. The company may use one or more of these attributes in its advertising for a car. For years Mercedes being advertise engineered like no other in the world. This provided a positioning platform for attributes of a car.

b) Benefits
Customers do not buy attributes they benefits. Therefore, attributes must be translated into functional and emotional benefits. I wont have to buy a new car every few years. The attribute expensive might translate in to emotional benefits. The car makes me feel important and admired. The

attributor will built might translate in to the functional and emotional benefit. I am safe in the even of an accident.

c) Values
A brand also says about the buyers values. Thus, Mercedes buyers value high performance, safety and prestige. A brand marketer must identify the specific groups of cars buyers whose values coincide with the delivered package.

d) Personality
A brand also projects a personality motivation researchers sometimes ask. If this brand were person, what kind of person would it be ? consumer might visualize a Mercedes automobile as being a wealthy business executive. The brand will attract people whose actual or desired self-image matches the brand image. The challenge of branding is to develop a deep of meaning for the brand, giving the four levels of brands meaning marketers must decide the level first at which they will build the brands identity. The most lasting meanings of a brand are its values are personality. They obtained the brands essence. Thus, Mercedes stands for high achieve and success the company must build its brand strategy around creating and protecting this brand personality. All though Mercedes has recently yielded to marketing fewer

models might dilute the vehicle and personality that Mercedes has build up over the decades.

Brand Equity
The value of a brand. From a consumer perspective, brand equity is based on consumer attitudes about positive brand attributes and favorable consequences of brand use. The added value that a brand brings to a product or service beyond the functional benefits provided. Major asset categories are: brand name awareness, brand loyalty, perceived quality, and brand associations, Brands vary in the amount of power and value they have in the market place. Some brands are largely unknown to most buyers. Other brands have a high degree of consumers brand awareness. Still other enjoys brands preference. Buyers select them over the other. Finally, some brands command a high degree of brand of brand loyalty. A powerful brand has high brand equity. Brand have high brand equity to the extent that they have higher brand loyalty, names awareness perceived quality, strong, brand association and other assets such as patents trademarks and channel relationships. A brand with strong brand equity is valuable asset. In fact, it can even be brought or sold for a price. Measuring the actual equity of a brand name is difficult .Because it is so hard measure companies usually of a brand name is difficult. The worlds top brand includes such super powers as coca-cola, Disney, Kodak, and Mercedes Benz high brand equity provided a company with many competitive advantages. Because a powerful brand enjoys a high level of

consumer brand awareness and loyalty, the company will incur lower marketing costs reactive revenues. Because consumer expect stores to carry the brand ,the company has more leverage bargaining in beginning with resellers and become the brand name carries high creditability, the company can more easily launch brand extensions. Above all, a powerful brand offers the company some defense against competition.

Marketers need to manage their carefully in order to preserve brand equity and usefulness, and positive brand associations over time. This requires continuous R & D investment, skillful advertising and excellent trade and consumers service. Some companies such as Colgate Palmolive have appointed brand equity managers to guard their brand image, associations and equity. They work to prevent brand managers from over promoting brands in order to produce short-term profits as the expenses of long-term brand equity. Some analyses see brand as the major enduring assets of a company. Outlasting specific products and facilities. Yet behind every powerful brand stands set of loyal customer therefore, the basic assets underlying brand equity is customer equity. This suggests the marketing strategy should focus on extending loyal customer lifetime sale, with brand management serving as a major marketing tool.

RESEARCH DESIGN
A research design is a logical and systematic plan prepared for directing a research study. It is a planed structure and strategy of investigation conceived so as to obtain answers to research questions and constitutes the blue print for the collection, representation, and analysis of data. In short, it is the logical and systematic plan prepared for directing the research study. A good research design should consists of o Clear statement of research design. o Produce and techniques to be followed for gathering information. o Population to be studied. o Methods to be used in processing and analyzing data.

Statement of problem
The research problem selected for the analysis is entitled Market Potential and Brand Awareness towards HONDA ACTIVA in Gangavathi. this topic is selected to find out the Brand Awareness and

Market Potential the Competitors.

towards Honda Activa and to find the Perception of

consumers about the vehicle and finding the position of the vehicle among

Scope of the study

Finding the position of the Honda Activa vehicle among the competitors.
Finding the brand awareness of Honda Activa in Gangavathi.

Finding the perception of consumers about the vehicle.

Objectives
To determine the awareness level of the customer about different

brands of the two wheelers.

To know the market potential of Honda Activa.

To study consumer perception regarding HONDA ACTIVA in particular

To know the reasons and intentions behind purchasing or not

purchasing Honda Activa

Methodology of the study Sampling Design

A part of population is know as a sample and drawing a sample from larger population is called sampling

A Good sample should be representative, accurate and precision sampling can be categorized:
Convenience sampling

Sample procedure for the project work

The sampling method used is convenience sampling, a category of non-probability sampling since the respondents were chosen by me and were not provided by the company. The area of sampling is in Gangavathi.

Sample size for the project work

It is impossible to collect the response from the total population due to limitation of time. The total sample size taken for survey is 100 respondents.

Method of Data Collection

Data collection tool is to collect the primary data that is, data collected specifically for the study and is not published anywhere before is through a questionnaire. It is used to collect data about that general Brand Awareness and Market Potential of two wheelers of Honda Activa and its other competitors. Primary data: The primary data is collected through survey method Secondary data: The secondary data is collected through various sources like magazines, textbooks, and internet.

Primary data (Exploratory Research Design)

Primary Data is the first hand information collected for specific purpose directly from the field of enquiry. The source of data for compilation of this report was gartered directly from the respondents through the use of questionnaire. It was developed personally and offered the latest information

Designing for Questionnaire:

The designing of questionnaire needs precision and classify the subject. So that respondent easily understands the questions and will reply the answers sincerely and correctly. The concept of is to know the Brand Awareness and Market Potential for the Honda Activa with Non-users.

Field works for project

The field work for the project was carried in Gangavathi. The fieldwork schedule contained structured set of questions to be answered by respondents to suit the objective of the project. The respondents were

contacted at place like colleges, offices, residents and different areas in the Gangavathi.

Limitation of the project

Project work and study is confined to Gangavathi only

The data will be collected only from respondents. Their perceptions are portrayed in a statistical and graphical manner; this itself can be a limitation. As the primary data will be collected by individuals responses are likely to be biased, because of subjectivity. The overall sample size is 100. Hence this is not to be a truly representative picture The duration for the survey was very less

COMPANY PROFILE
Honda is the world's largest manufacturer of 2-wheelers. Its symbol, the Wings, represents the company's unwavering dedication in achieving goals that are unique and above all, conforming to international norms. These wings are now in India as Honda Motorcycle & Scooter India Pvt. Ltd. (HMSI), a wholly owned subsidiary of Honda Motor Company Ltd., Japan. These wings are here to initiate a change and make a difference in the Indian 2-wheeler industry. Honda's dream for India is to not only manufacture 2wheelers of global quality, but also meet and exceed the expectations of Indian customers with outstanding after sales support. They are world leaders in motorcycles and also pioneer in four-stroke technology. It has manufacturing operations in 32 countries with 109 productions bases. They have collaborators and technical ties their own subsidiary. Before Honda came to India they made a survey of a two wheeler market, which was dominated by bullet and yezdi motor cycles, which were old technology and also with an outdated, look during time, Honda motor company ltd realized there was a huge demand for technically advanced fuel efficient, lighter machines. In addition to this, their study also revealed poor public transportation at an economical and affordable price of having personal mode of transportation at an economical and affordable

price was need pf the hour. Hence, Honda motor company ltd established its own manufacturing unit in India.

Honda Motor Co., Ltd. operates under the basic principles of "Respect for the Individual" and "The Three Joys" commonly expressed as The Joy of Buying, The Joy of Selling and The Joy of Creating. "Respect for the Individual" reflects our desire to respect the unique character and ability of each individual person, trusting each other as equal partners in order to do our best in every situation. Based on this, "The Three Joys" Expresses our belief and desire that each person working in, or coming into contact with our company, directly or through or products, should share a sense of joy through that experience. In line with these basic principles, since its establishment in 1948, Honda has remained on the leading edge by creating new value and providing products of the highest quality at a reasonable price, for worldwide customer satisfaction. In addition, the Company has conducted its activities with a commitment to protecting the environment 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, subsidiaries and affiliates accounted for under the equity method, 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.

Soichiro Honda was born on November 17, 1906, in Komyo Village (now Tenryu City), Iwata County, Shizuoka Prefecture, as the eldest son of Gihei Honda and his wife Mika. Gihei was a skilled and honest blacksmith and Mika an accomplished weaver. The family was poor but Soichiros upbringing was happy, even though his parents were insistent about the need for basic discipline. It was thanks to the thorough education he received from his father that Mr. Honda, despite his freewheeling, irrepressible personality, hated nothing more than inconveniencing others and was always punctual about keeping appointments. He also inherited from his father his inborn manual dexterity and his curiosity about machines. After a while Gihei opened a bicycle shop. Bicycles were at last starting to become really popular in Japan and when people asked Gihei to repair their machines, he sensed a business opportunity. As well as working as a blacksmith he put his natural skills and willingness to learn to good effect, repairing second-hand bicycles and re-selling them at competitive prices. From this moment his business began to be seen as the best bicycle store in the neighborhood.

Consistent quality worldwide

Honda is a global company with manufacturing operations and sales networks all over the world. Furthermore, our products are enjoyed by people in numerous countries. This global success is built upon the renowned quality of Honda's products and made possible by the passion and dedication of Honda associates everywhere. Wherever you are, you can always count on the quality of Honda products. Maintaining a global

viewpoint, we are dedicated to supplying products of the highest quality at a reasonable price for worldwide customer satisfaction.Dreams inspire us to create innovative products that enhance mobility and benefit society. To meet the particular needs of customers in different regions around the world, we base our sales networks, research & development centers and manufacturing facilities in each region. Furthermore, as a socially responsible corporate citizen, we strive to address important environmental and safety issues

R&D for the future

Honda is constantly involved in the research and development of technology that will benefit people in the future. These technologies range from new materials and new sources of energy, including mass-produced solar panels, to new power trains that maximize joy while minimizing environmental impact. They also include advances in biotechnology, such as Honda's work in decoding the rice genome for application in various fields. Honda is studying human anatomy and physiology, as well, in its efforts to produce innovative products that enhance safety in various ways.

Inspiring our customers

By creating products and services that highlight the core values that make Honda unique, we would like to provide our customers with joy and excitement beyond their expectations. Honda will continue to create such

Inspiring experiences for our customers by offering mobility that is always ahead of the times. In this way, Honda products will be loved and enjoyed by customers of all generations.

Taking to the skies

One of Honda's earliest dreams was to build its own airplanes. Now this dream is coming true with the development of the Honda Jet, which Honda began taking orders for in October 2006 and will deliver in 2010. To Honda's delight, there have been more orders than anticipated. GE Honda Aero Engines, Honda's joint venture with General Electric, is making great strides with the small HF120 jet engine that is expected to power the Honda Jet as well as the Freedom jet of U.S. firm Spectrum Aeronautical.

Expanding New Values for customers worldwide

The ultimate goal of our sales activities worldwide is to satisfy our customers so that they will continue to come back for more Honda quality products. That's why we put heartfelt effort into our services, responding to changing values and increasingly sophisticated needs. We're always working to improve the quality of our customer relations providing friendly and attentive sales, responsive service support, thorough maintenance and repairs so customer satisfaction constantly grows.

Honda also continues to develop sales and service systems best suited to community needs. In that way, "life with a Honda" brings new joy to people and places worldwide. Starting in Japan in 2006, Honda began unifying its multiple car-dealership Channels into a single Honda sales channel - seeking to strengthen the Honda brand, enhance customer satisfaction, and help ensure lifetime customer loyalty.

Honda group companies in each region create their own Guideline based on the Honda Conduct Guideline.
Guided by Honda Philosophy, Honda has expanded its business globally based on the pursuit of new dreams and the determination to make them come true. Through these efforts, we have shared a joy and established a trust with customers and society around the world. In order to further advance our global business in each region, every Honda associate in various countries around the world needs to share a common value at Honda and become even more self-reliant. The Honda Conduct Guideline represents the important values that have guided our actions to date. With each one of us sharing these values, we will be able to further gain the trust of our customers and society, helping Honda strengthen our position as a company that society will want to exist.

Management of Information

In order for Honda to properly manage customer- and business partnerrelated information, we will pay the utmost attention to the appropriate handling of confidential information.

Management of Information Security

We will appropriately manage information security such as the locking of storage cabinets, and carefully managing computers and security passwords.

Confidential Information Disclosure Prevention: We will not

release confidential information or personal information regarding customers, business partners, and associates.

AN OVERVIEW OF HONDA MOTORCYCLE & SCOOTTER INDIA PRIVATE LIMITED (HMSI)

The Honda Activa is a motor scooter made by Honda Motorcycle and Scooter India. It was launched in India in 2000. It is a 102 cc, 7 BHP scooters. The mileage on the highway averages around 50 km/l and in cities around 40. It has been quite successful in India. The design dates to the year 2000. It competes with newer scooters like the Kinetic Blaze. Honda Motorcycle & Scooter India, Private Limited (HMSI) is the wholly owned Indian subsidiary of Honda Motor Company, Limited, Japan.
[1]

Founded in 1999,[1] it was the fourth Honda automotive venture in India,

after Hero Honda, Kinetic Honda Motor Ltd and Honda Siel Cars India Limited.. The entry of Honda into the Indian market as HMSI began with the launch of the Honda Activa, a 100cc scooter. A slightly modified trendier version of the Activa was soon launched, as the Honda Dio. Honda Eterno was launched thereafter to add to the portfolio of HMSI's scooters. The Honda Unicorn was the first motorcycle released by HMSI. The Honda Shine has since been released.

PRODUCT PROFILE

Designed to excel
Honda Activa is the first scooter model of HMSL for the Indian market. It has revitalized the Indian scooter market after its launch in the year 2001. With in the first year of its launch it has been awarded the scooter of the year by overdrive magazine and readers choice award for the best scooter by auto India magazine. The Honda Activa has set a new standard for new era of scooters in India. It has been developed exclusively for the Indian market after closely examining the changing lifestyles and needs of the consumers. The Honda Activa has been designed to cater to the people who believe.

The Honda Activa is equipped with a number of new functions and mechanisms, introduced for the first time in India. It is designed to offer

great functionality Performance, economy and ease of handling and maintenance to a wide cross-section of the Indian society. Honda Activa Perfect in design and technology, Honda Activa is more than just a mean of transportation. The tyres of the Honda Activa have double layered tubes with fluid in between. This seals the air leakage in case of a puncture to ensure that the rider enjoys a puncture-less ride. Neatly hidden between the seat of the Honda Activa is space that can comfortably hold a helmet or any other thing you wish to put away. The convenient lift-up independent cover enables you to easily lift-up the Honda Activa's engine cover, like the bonnet of a car. This makes routine maintenance fast and hassle free. Its powerful multi-reflector headlamp brightens up badly lit roads to make night driving a safe and pleasurable experience.

Company Stroke Maximum Power Displacement Honda

Motorcycle & Scooter India Pvt. Ltd. 4-Stroke 7 Bhp @ 7000 rpm 102 cc

Technical Specifications
Engine Type Max. Power 4-stroke, Single cylinder, air cooled, OHC 7 Bhp @ 7000 rpm Displacement 102 cc Max. Torque 0.8 Kg-m @ 5500 rpm Transmission V-matic Ignition Fuel Tank Capacity Electrical Battery Headlamp Chassis Frame Dimensions (lxbxh) Wheel Base Seat Height Ground Clearance Suspension Front Rear Tyre Size Front Rear 3.50 - 10, 4 PR 3.50 - 10, 4 PR Bottom Link with spring loaded hydraulic damper Unit swing with spring loaded hydraulic damper High rigidity Under Bone type 1765 x 715 x 1130 mm 1235 mm 760 mm 145 smm 12V, 5Ah 35W Self / Kick 6 liters

Brakes Front Rear Drum, 130 mm dia Drum, 130 mm dia

Striking Features

Flush surface. Multi-reflector light. Low seat with high ground clearance. Movable front fender. Sleek and aerodynamic styling. Low noise 4-cycle engine. Metal Body. CLIC mechanism.

Designed for Everyone

Honda Activa is recommended for its more practical and conservative styling, ease of use, better ride quality and the excellent 102 cc engine. The scooter is also known as a family two-wheeler for its higher load carrying

capacity. The vehicles have the option of kick- and self-start. The chassis is of high rigidity under bone type and the body panels are moulded steel sheet. Activa incorporates better rider comfort and includes the puncture-resistant "tuff-up" tyre and tube combination. It has low riding height and low noise 4-cycle engine. It gives the mileage of about 45 km per liter in the long run.

Color Variants

Strand Silver Metallic Black Geny Grey Metallic Azure Blue Metallic Misty Pink Metallic

By design, the Activa lets 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. Honda Activa good in design, Honda Activa is more than just a mean of transportation. The tyres of the Honda Activa have double layered tubes with fluid in between. This seals the air leakage in case of a puncture to ensure that the rider enjoys a puncture-less ride. In fact, an Activa has something in it for everyone. Weve 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. Youll never see ease, technology and style come together in such a smooth way. As in the Honda Activa.

DATA ANALYSIS AND INTERPRETATION Table showing the age profile of the respondents
Age group 20-25 25-30 30-40 >40 TOTAL No of Respondents 30 34 20 16 100 Percentage 30% 34% 20% 16% 100% Table 1

Analysis
From the above table it is clear that Majority of

the respondents belongs to the Age group between 25-30 that is 34% and the next highest number of the respondents belongs to the Age group of 20-25

that is 30%, 20% of the respondents belong to 30-40 and 16% of the respondents are above 5o years of age.

Inference
From the above it is clear that majority of the respondents of the study are in the age group of 25-30 and 20-25 years which belongs to the employees and the student

Age group of the respondents

40

35

30

25

20

15

10

0
20-25 25-30 30-40 >40

Table showing the gender profile of the respondents.

Percentage

Gender

No of respondents

Percentage

Male Female Total

60 40 100

60% 40% 100%

Table 2

Analysis
From the above table it is clear that Majority of the respondents belongs to the male that is 60% and 40% of the respondents belongs to female.

Inference
Here the majority of the respondents are Male that is 60 when compared to Female 40 respondents.

Gender profile of the Respondents

Female 40%

Male 60%

Table showing the occupation of the respondents

Occupation Business Student Employee Government Employees Others Total

No of respondents 16 30 38 12 4 100

Percentage 16% 30% 38% 12% 4% 100%

Table 3

Analysis
The table shows that the Majority of the respondents belong to Employee (pvt co.) that is 38%, 30% of the respondents belong to Students, 16% of the respondents belong to Businessman, 12% of the respondents belong to Government Employees and Others are 4%.

Inference
Hence it can inferred that majority of respondents are Employees (pvt co.) and the Students.

Occupation of the Respondents

40 35 30 25 Percentage 20 15 10 16 5 0
us in es s St ud en t t rn m en pl oy th er s O ee

38 30

12 4

Em

Table showing the income of the respondents

ov e

Table 4

Analysis
It has been Observed from the above table that 26% of the respondents have

Annually Income No of respondents Percentage 1,00,000-1,50,000 14 14% 1,50,000-2,00,000 20 20% 2,00,000-2,50,000 26 26% 2,50,000-3,00,000 18 18% Above-3,00,000 22 22% Total 100 100% an Annual Income between Rs 2,00,000-2,50,000, 22% of the respondents have an Annual Income is above 3,00,000, 20% of the respondents earns Annual Income between 1,50,000-2,00,000, 18% of the respondents earns Annual Income is 2,50,000-3.00,000 and 14% of the respondents whose Annual Income between 1,00,000-1,50,000.

Inference
Hence it can be inferred that Majority of the respondents belongs to an income group of 2, 00,000 - 2, 50,000 and above 3, 00,000.

Annually Income of the Respondents

30%

25%

No.of Respondents

20%

15%

10%

5%

0% 100000150000 150000200000 200000250000 Frequency 250000300000 Above 300000

Do you have the plans to buy a two wheeler?

Particular YES NO Total

No of Respondents 80 20 100 Table 5

Percentage 80% 20% 100%

Analysis
From the above table shows that 80% of the respondents says Yes and 20% of the respondents Says No.

Inference
Regarding plans of Purchasing Two-Wheeler is 80 out of 100 respondents had intention of buying a two-wheeler and 20% of the respondents are dont have plans to buy a two wheeler.

Buyers ratio of a Two-Wheelers

NO 20%

YES 80%

Which type of two-wheelers vehicle will you prefer?

Frequency No of Respondents Scooter Motor Cycle Moped Total 8 12 60 80 10% 15% 75% 100% percentage

Table 6

Analysis
From the above table it has been observed that 75% had given preference to the Moped Vehicle, 15% of the respondents given preference to Motor Cycle and 10% of the respondents given preference to Scooter.

Inference
Among the 80 respondents, the 8 respondents who wished to prefer for Scooter, 12 respondents who wished for Motor Cycle and 60 respondents wished to purchase a Moped because it is ungeared, comfort and easy to ride.

Respondents of Two-Wheeler vehicle

70

60

50 Respondents

40

30

60

20

10 8 0
te r ot or cy cl e Sc oo op e M d

12

Table showing if you decide to buy a two-Wheelers which brand will you go for?

Particulars Honda Kinetic TVS Bajaj Others Total

Respondents 33 8 10 6 3 60 Table 7

Percentage 55% 13.33% 16.67% 10% 5% 100%

Analysis
From the above table it is clear that 55% of the respondents belongs to the Honda, 13.33% belongs to the Kinetic, 16.67% belongs to the TVS, 10% of the respondents belongs to Bajaj and 5% of the respondents belongs to Others.

Inference
Here among 60 respondents, 33 respondents are decide to buy a twoWheelers of Honda brand, 8 respondents decide to buy Kinetic, 10 respondents decide to buy TVS, 6 respondents are decide to buy Bajaj and 3 respondents decide to buy other brand. It shows that the demand for the Honda is high when compared to other brands So here the Market potential of the Honda brand is Strong.

Respondents Preference of Brand in TwoWheelers.

60

50

40 Percentage

30 55

20

10 13.33 0 Honda Kinetic

16.67 10 5 TVS Bajaj Others

Table showing which moped vehicle do you prefer in Honda?

Particulars HONDA AVIATOR HONDA ACTIVA HONDA DIO Total

No of Respondents 6 25 2 33

Percentage 18.18% 75.76% 6.06% 100%

Table 8

Analysis
The table shows that 18.18% belongs to Honda Aviator, 18.18% belongs to Honda Activa and 6.06% belongs to Honda Dio.

Inference
Here 6 respondents out of 33 has preferred Honda Aviator, 25 respondents preferred Honda Activa and 2 respondents preferred Honda Dio. So most of the respondents had preferred Honda Activa because they are well known about the Vehicle and also know the brand awareness of Honda Activa vehicle.

Respondents preference of Moped Vehicle in Honda

Honda dio, 6.06%

Honda Avitor, 18.18% % ,

Honda Activa, 75.76% ,

Table showing which colour do you prefer for Honda Activa

Particular STRAND SILVER METALLIC BLACK GENY GREY METALLIC BLUE METALLIC MISTY PINK METALLIC Total

No of Respondents 10 8 4 2 1 25 Table 9

Percentage 40% 32% 16% 8% 4% 100%

Analysis
It has been Observed that 40% of the respondents chooses the Strand silver Metallic, 32% chooses the Black, 16% chooses Geny Grey Metallic, 8% chooses Blue Metallic and 4% of the respondents Chooses Misty pink metallic.

Inference
So here according to the perception of the people they are chooses their colour and most of the respondents are choused the Strand Silver Metallic and Black.

Respondents preference of colour in Honda Activa

MISTY PINK METALLIC 4% STRAND SILVER METALLIC 40%

BLUE METALLIC 8% GENY GREY METALLIC 16%

s

Black, 32%

Table showing what was your intention behind deciding for Honda Activa?
ATTRIBUTES MARK/Ranking Percentage

MILEAGE POWER & PICK UP RIDING COMFORT PRICE AFTER SALE SERVICE ROAD GRIP BRAND EQUITY TOTAL
Table 10

5 4 4 1 1 3 7 25

20 16 16 4 4 12 28 100

Analysis
It has been observed that 5 respondents are given the first preference to mileage, 4 respondents are given the preference to Power and pick up. And again another 4 respondents are given the preference to Riding comfort, 1 respondent for price, another 1 respondent for after sale service, 3 for Road grip and 7 respondents for the Brand Equity.

Inference
Here most of the respondents are choused the Brand Equity because the value of the Honda brand is from a consumer perspective; here the Honda Brand Equity is based on consumer attitudes about positive Brand attributes and favorable consequences of the Honda Brand and it shows that Customer having Brand awareness about the Honda Activa Vehicle in the Market is high

Attributes looked in Honda Activa by the

Respondents

Brand Loyalty

28% 12% 4% 4% 16% 16% 20% 5% 10% 15% 20% 25% 30%

Attributes

Road Grip After sale service price Riding Comfort Power & pickup Mileage 0%

Percentage

Table showing from which source you came to be aware of this Brand
Particular PRINT MEDIA 4 ELECTRONICAL MEDIA FRIENDS DEMO DISPLAY Total OR 6 14 1 25 Table 11 16% 24% 56% 4% 100% No of Respondents Percentage

Analysis
The major source of information through which respondents came aware of the Honda Activa Brand are 16% from Print Media, 24% from Electronic Media, 56% from Friends and 4% from Demo or display.

Inference
Hence most of the respondents received the information about the Honda Activa by friends and Electronic media like Television etc.

Percentage
10 20 30 40 50 60 0
Pr i nt M ed ia

FINDINGS
El e ct ro ni ca l Fr ie nd s or D is pl ay

Source
De m o

 The Survey reveals that all the customers are aware of all mentioned Brands of Two- wheelers in the Market. It is found that Mileage and Brand Equity are the most important Attributes customer looks for before deciding to purchase a Twowheeler. Riding Comfort, road grip and Pick up are also given due importance. We found that Honda Activa is preferred by both Male and Female. The most of the Respondents are preferred Honda Activa so by this we came to know that the Market Potential for Honda Activa is high. The Respondents find the Brand Equity and Mileage are the most satisfying attributes in HONDA ACTIVA. These two are the main reasons for HONDA ACTIVA is one of the most preferred Twowheelers among the various Brands mentioned in the questionnaire. The price of Honda Activa is high when compared to other brands.

SUGGESTIONS

 Young people prefer Two-wheelers than others. So the advertisement should be aimed towards them.
The price of the vehicle is high, so it should be reduced so which will

increase in sales. There should be more advertisement on Print media and Demo or display. Road grip of the Honda Activa need to be improved. Honda Activa after sales service should be improved

CONCLUSION
Honda is one of the world's largest manufacturer of 2-wheelers.To conclude a study conducted on Market Segmentation and Brand Awareness towards

Honda Activa to explore certain facts and figures about the customers. Views regarding the two-Wheeler generally people is the higher compare to cars because it is treated as necessity. After Market Potential and Brand awareness of Honda Activa It shows that the demand for the Honda Moped is high when compared to other brands so here the Market potential of the Honda brand is Strong. The study reveals that most of the respondents especially the Employees and the students given more preference to purchase the Honda Activa vehicle. The wings are here to initiate a change and make a difference in the Indian 2-wheeler industry. Honda's dream for India is to not only manufacture 2-wheelers of global quality, but also meet and exceed the expectations of Indian customers with outstanding after sales support.

QUESTIONNAIRE
MARKET POTENTIAL AND BRAND AWARENESS TOWARDS HONDA ACTIVA IN BANGALORE CITY. (FOR NON-USERS)

NAME : 2 3 4 AGE : ), FEMALE ( BUSINESSMAN GOVERNMENT EMPOLOYEE EMPLOYEE (PVT CO.) STUDENT OTHERS 5 ANNUALLY INCOME: 1.00,000-1,50,000 1,50,000-2,00,000 2,00,000-2,50,000 2,50,000-3,00,000 Above 3,00,000 ( ( ( ( ) ( ) ( ( ( ) ) ) ) ) ) ) ( ( ) )

SEX: MALE ( OCCUPATION:

6 DO YOU HAVE PLANS TO BUY A TWO-WHEELER? YES NO 7 WHICH TYPE OF TWO-WHELLER VEHICLE WILL YOU PREFER SCOOTER MOTOE CYCLE SCOOTERETTES/MOPED 8 IF YOU DECIDE TO BUY A TWO-WHEELER WHICH BRANDS WILL YOU GO FOR? ( ( ( ) ) ) ( ( ) )

HONDA KINETIC TVS BAJAJ OTHERS

( ( ( ( (

) ) ) ) )

IF CHOOSED FOR HONDA MOPED BRAND THEN GO FOR THE NEXT QUESTION

9 IN HONDA WHICH MOPED VEHICLE DO YOU PREFER? HONDA AVITOR HONDA ACTIVA HONDA DIO ( ( ( ) ) )

10 WHICH COLOUR DO YOU PREFER FOR HONDA ACTIVA STRAND SILVER METALLIC BLACK GENY GREY METALLIC BLUE METALLIC MISTY PINK METALLIC ( ( ( ( ( ) ) ) ) )

11 WHAT WAS YOUR INTENTION BEHIND DECIDING FOR HONDA ACTIVA? (WHAT IS YOUR FIRST PREFERENCE TICK ANY ONE)

ATTRIBUTES MILEAGE POWER & PICK UP RIDING COMFORT PRICE AFTER SALE SERVICE ROAD GRIP BRAND LOYALTY

MARK

12 FROM WHICH SOURCE YOU CAME TO BE AWARE OF THIS BRAND PRINT MEDIA ELECTRONICAL MEDIA FRIENDS DEMO OR DISPLAY ( ( ( ( ) ) ) )

13 WHAT IS YOUR OPINION TOWARDS HONDA ACTIVA? EXPLAIN IN FEW WORDS? ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

BIBLIOGRAPHY

BOOKS
PRINCILES OF MARKETING

-BY PHILIP KOTLER AND GANDHI CONSUMER BEHAVIOUR - DR.K.ASHWATHAPPA

INTERNET

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