Atlas Honda

Internship Report
Company understanding
Study of possible reason of sales
decline
\
\

Consumer switching behavior

Brand awareness of CD-Dream and
CG-Dream
Chinese Competition
Marketing Research and
Recommendations

Submitted by
Qazi Zohaib Aqil
Shabih Ahmed

Page i Contact author for permission. Email: zohaibqazi@outlook.com

Atlas Honda Internship Report by Qazi Zohaib Aqil 2014All rights reserved.

Acknowledgement

Highly indebted to Atlas Honda Rawalpindi for giving opportunity to intern. Also the names worth
mentioning in making this internship appointment come true which includes Faiza Ahmed, Tuba, and
Riaz Ahmed.
My mentors at Atlas Honda Muhammad Rafi and Rizvi Sab.
Marketing department colleagues, Taimour, Saad Paracha, Zaigham Aziz, Saqulain, and worth
mentioning Bilal Bhai for their continuous guide lines, exceptional behavior, brotherhood and care. I
pray all the best for their careers.
Last but not the least my beloved wife in helping me editing this document.

Qazi Zohaib Aqil

Page i

Contents
Acknowledgement ......................................................................................................................................... i
Company history ........................................................................................................................................... 1
Products ........................................................................................................................................................ 1
Company Strategy ......................................................................................................................................... 2
Understanding the market & the target market .......................................................................................... 3
From 2S to 5S dealers and Dealerships......................................................................................................... 4
The Marketing Research ............................................................................................................................... 5
The Marketing Research ............................................................................................................................... 7
Comparison of Honda with Chinese on basic attributes .............................................................................. 7
Histograms and Crosstabs for Analysis ....................................................................................................... 11
Recommendations ...................................................................................................................................... 15
Exhibits ........................................................................................................................................................ 18
Exhibit1 ................................................................................................................................................... 18
Exhibit 2 .................................................................................................................................................. 19
Exhibit 3 .................................................................................................................................................. 20
Questionnaire ............................................................................................................................................. 20

Page ii

Company history
In 1963 Yousef S. Shirazi found Atlas investments with the capital of PKR 500000. He ran in a contract
with Honda Motor Company Japan, later forming Atlas Honda which by the end of year ending in 201314 had a Assets of PKR 14.3 billion. (Exhibit 1)
Since its inception it has launched legendary models in motor cycles and established a nationwide
integrated network of dealerships which retailed Atlas Honda's motorbikes.
Amongst its motor bikes CD-70 and CG-125, named based on their engine have been called the
"legendary motorcycles" and are still in production. CG-125 engine was launched in 1985 and is its
technology is still popular among consumers and with small changes in vinyl, head light, indicator
designs and muffler, sold mostly in a celebrated red and Black color. CD-70 Model is the most fuel
efficient, with performance of almost 80 Km in one liter of gasoline/petrol (Exhibit 2).

Products
Products classification by engine type (figure 1)

70 cc
CD-70

100 cc
Pridor

CDDream

125 cc

Racing
Category

CG-125

CBR-150

CGDream

CBR-500

Deluxe

Test
Market
Wave110

Figure 1: Products

Engine type

Description

CD-70

It is a street bike comes in classic red/ black color.

CD-Dream

It is a street bike comes in modern design keeping in view of the choice

of modern consumer come in red and black color.

Pridor

A 100 cc category for jobs/services oriented working class people.

CG-125

It is the most liked high speed and performance street bike comes with

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Engine type

Description
A robust engine in a red and black color. Also known as power machine.

CG-Dream

Backed by the engine of CG-125 it comes in modern design and shape

for youth who like motorcycles with speed and modern looks.

Deluxe

Modified engine of CG-125 with 5-speed transmission and front wheel

disk break with modern looks.

CBR-150

Is a racing category bike comes in 150 cc engine.

CBR-500

Is a high end racing category comes with 500 cc of engine.

Wave-110

Is a 110 cc engine motorcycle which is in a test market at present.

Company Strategy
The companys strategy for the time period 1962-1999 can be seen as focusing on

Product and
Place

Oriented and the then business volumes were fluctuating 80000- 100000 units yearly.
In the year 2000, Saqib Shirazi become the CEO of Atlas Honda an enthusiastic Harvard MBA defining
new frontiers for the company abolishing the old fashions which according to him pendulum like
swinging sales volume between 80-100K. To increase the sales volume he proposed cutting the cost per
unit of motorcycle. The following steps were taken to cut the cost
a) Production of imported parts were localized.
b) Costly parts made by vendor were to be reduced in price while equally ensuring good quality by
I.
Improving the process technology
II.
Vendor to vendor improvements in communication and synergy was developing by Atlas
Honda. In short enhanced the whole supply chain network of vendor to Atlas by
developing a better horizontal integration.
c) Brand image
It then comes to reduce the price of
motorcycle to make it affordable for the
consumers but it left the company with
option to reduce the quality of the product
which is not acceptable by company. Hence
the quality is sustained with no decrease in
quality for this leasing policy was
introduced and which promoted dealers to
make their dealerships a 5S dealership.

Figure 2: Brand image

Page 2

d) Aggressive leasing
If we see GDP per capita it is increasing and is recorded at US$ 806 for the year 2013
compared to US$ 772 for 2012 in Pakistan (Exhibit3). Yet the income of $806 annually is
not sufficient to buy Atlas motorcycle on full payment by masses at large. Since the
lowest price of Honda CD-70 is PKR. 69,500 which equal to US$705 (1US$= 98.5). Hence
leasing can make Honda bike available to masses at ease.
As a result of above mentioned changes by the year ending 2002-2003 Atlas Honda broke the pendulum
shift and sold more than 100,000 motorcycles for the first time in history. Along with these changes the
price of Honda CD-70 was reduced to PKR 58,000 than PKR 68,000 and price of Honda CG-125 to PKR
72,000 than PKR 78,000 and a boom is seen in sales.

Understanding the market & the target market

At this point it is useful to look at the consumer market Honda is serving.

Firstly it was believed that the Chinese competition will give a tough time to Honda but it proved itself
beneficial for Atlas Honda for the following reasons

It created a market which does not existed before.

Mostly the bicycles user switched to a Chinese consumer.
The reason to massive switch is easy leasing policy for Chinese motorcycles created space for
Honda user to adopt leasing too.
It did not affect the Honda motorcycle market.

The reason that Chinese motorcycle lacked in good quality, no availability of spare parts, no after sales
services and shortly lived companies such as Hero etc. made in consumers mind a bad brand image for
the Chinese motorcycles. Once consumer base increase for motorcycles and especially for good quality

Page 3

motorcycle the only choice they were left with was good quality and affordable motorbike a resultant of
which was increase in Hondas sale.

From 2S to 5S dealers and Dealerships

As stated previously Atlass dealer where only limited to 2P of marketing that is product and place. With
the revived business model it turned out to 5P and this time the P s were big including Product, Place,
Parts, Policy of lease and Person (Figure 3). The parts include the spare parts for Atlass motorcycle
which strengthen the after sales services, further added to the companys brand image, and increased
the base of consumer loyalty. Personal leadership was introduced that every person can enhance the
profitability of their businesses by moving from 2P to 5P business model. The leasing policy was the
unique factor as helped a lot to hinder the in consumer market tapped by Chinese competition and
added them to the Atlas Honda family.

Figure 3: Business Model

Product
Place

Product

Parts
Policy of
lease and
Exhange

Place
Person

5S Business Model 2000-Present

2S Business Model 1962-1999

The change in business models really impacted and boosted the sales. One good example could be that
during our internship we visited several dealers in Rawalpindi region. Honda Auto who is the 1S dealer
of Honda that is they only sale new Honda motorcycle compared to them is Khawaja Autos on the same
Muree Road Rawalpindi who are 5S dealers adopted the new business model and have a really good
sales as compare to 1S dealer because of the spare parts business they own, the leasing policy they have
and the better leadership.

Page 4

The Marketing Research

To study the sales decline for the first quarter of 2014 we visited ten dealerships in different areas
including three in Rawalpindi city, Gujar Khan, Color Syedain, Beywal, Dina, Jhelum, Wah & Hassanabdal
and Rawalakot (Azad Kashmir). From the observation and informal interview we have inferred the
following
1. All the dealer are so loyal to Atlas Honda
2. The dealers are deeply enriched in the companys philosophy.
3. Many new dealerships have been created in last 2 to 3 years and many of them are doing well.
4. Dealers in remote areas are reluctant to adopt leasing policy.
5. Demotivation in existing dealers due to establishment of dealers with in close vicinity.
6. Most of them observed the economic down trend and attributed it as a reason of lower sales.
Now we look at various dealers individual
Rawalpindi
In Rawalpindi we visited Honda Autos, Khawaja Autos and Pakistan Autos.
Honda Autos
Talking to them we have revealed that Honda Auto is 30 years old in business and is reluctant to adopt
leasing. She is a 1S dealer and attribute the construction of Metro bus project as a reason sales decline
as Metro bus project has reduced the traffic flow on Muree road.
Khawaja Autos
Khawaja Autos are also old in business and they also won the scheme for Japan. They are a 5S Model
showroom. They are good in sales and promote leasing and have sold almost 3 CBR-Motorbikes. The
reason they sale good which we have observed is that leadership they have good team which deals in
and coordinates in sales.
Pakistan Autos
New in business, Pakistan Honda is adopting new business practices they also have employed a new
sales team, maintaining computerized data bases. They feel a bit resistance as being new to business
they have to learn the trick of the trade. I see a good sales potential in them. Pakistan Honda makes
lease sales.

Page 5

Gujar khan and Beywal

The dealer in Gujar Khan was a 3S dealer his sales volume were average. He said that people here are
more prone toward CG-125 and a decline in sales is due to change in model design, turning silver
silencer to black one.
The Dealer in Beywal was also a newly created dealer and is at 1S level now. He seeks to expend his
business to 3S; the resistance he is facing now is that the land owner is not making him new vicinity so
far where he wants to expand his business to spare parts. If so done he can give company a good
business.

Dina and Jhelum

In Dina we have visited Royal Honda center she is a 5S dealer. Royal Honda is currently busy in enhance
the showroom layout making it a double story building. Royal Honda sale mostly on lease and aims to
makes itself a model showroom, which if made can enhance the motivation and sales of Royal Honda.
In Jhelum we visited Fazal Din & Sons, Bilal Honda Emporium and many other. Jhelum is a stagnant
territory with good sales volume. The audience discourages similar issue like change of silver silencer to
the black on in CG-125. Also one dealer attributed that launch of new vinyl (stickers) of CD-70 has
decreased the sales of CD-Dream and CG-Dream is also not getting so popular in costumers since its
design and shape is not largely welcomed. Also a general perception is that the changes in vinyl of CG125 are expected in summer each year so consumer is waiting to buy new vinyl CG-125 to come, myth
or rumor but it is hindering the sales.
Wah, Hassanabdal and Texila
The dealers we visited in Wah and Hassanabdal lacked in respecting the retail price set by the Regional
office. The internal competition to sale more has created a rivalry. According to Wah Honda centers
owner the setup of new dealership in Texila has affected his sales as the new dealership in Texila region
is only at a distance of 15 minutes ride form his showroom and also the dealer in Texila is selling below
companys set retail price that eventually proved to be true. We made a mystery shopper visit and they
had reduced price up PKR 1500 on Pridor selling it for PKR 84500 than PKR 86000 the official reatial
price. Later they were fined for PKR 30000 by the territory in-charge.
Rawalakot
In Rawalakot we visited Welcome Honda Center. Visit their revealed that motorcycle sales in Rawalakot
is seasonal as in winters the sales of Motorcycle declines due to frequent rains and snowfall. The

Page 6

celebrity motorcycle model there is CG-125 as it meets the performance required for hilly and rocky
terrain.
The Marketing Research
Along with visit to dealerships that Atlas Honda has created we also conducted a market survey based
on random sample of 49 people using questionnaires (Exhibit 4). The survey helped in looking at various
aspects the consumers have in the mind for both Honda and Chinese motorcycles.
Comparison of Honda with Chinese on basic attributes
To Study the basic attribute we have listed down some basic attributes on which we have asked the
consumer about Honda and Chinese user on following building block attributes
1.
2.
3.
4.
5.
6.

Price
Durability
Design
Brand image
Performance
Maintenance

We have asked users of Honda and Chinese motorcycles the relative importance they give to each of the
above-mentioned attributes and how they see for each Honda and Chinese motor bike individually. The
question 11 and 12 help us to develop the following Multi-Dimensional Scales.
How to read this table and graph
To see how much the above-mentioned attributes are important we have used the following scale

Serial No.
1
2
3
4

Scale
Not Important
Below Average Importance
Average Importance
Above Average Importance

Scale Measure Number

1
2
3
4

Both Relative importance price Honda user and Relative

importance price Chinese user are the average of the
responses. The interesting point here is that both the
Honda and Chinese user demand the same level of
importance for each attribute but what actually they are
getting form both the motorcycles are pictures of reality,
Relative importance is highlighted in green ovals.
The numbers mentioned in front of Honda and Chinese are

Page 7

HONDA
CHINESE
Relative
importance price
Honda user
Relative
importance price
Chinese user

Honda
price
3.391304

Chinese

3.673913

3.369565
3.627907

the actual points where these motorcycles stand in consumers mindsets in the red ovals and are also the
averages of the consumer preferences.
In the graph below relative importance points and price comparison points both actual point of Honda
and Chinese are above ideal points. In the current case it represents that both have a good pricing
strategy and in this case the Chinese have a relatively good pricing compared to Honda.
Easy scale to read
Serial No. Distance from the relative importance point
1
Above
2
Below

Remarks
Good/Favorable
Bad/Not Favorable

Ideal importance point and Price

comparison
3.7

3.673913043
3.627906977

3.65
3.6

HONDA
CHINESE

3.55
3.5

Relative importance
Honda

3.45
3.4

3.391304348
3.369565217

3.35
0

Relative importance
Chinese

Now we look at Durability factor

Honda
Chinese
Durability
HONDA

Ideal importance point and

Durabilty comparison

4.434783
5

CHINESE
Relative
importance
Honda
Relative
importance
Chinese

2.717391

4.434782609
3.71791
3.704545455

4
3

3.717391

CHINESE

2.717391304

2
3.704545

HONDA

Relative importance
Honda

1
0

Page 8

Relative importance
Chinese

In this graph it is quite clear that Honda score far more in durability than Chinese motorcycle as actual
point is way above the ideal point which is a good indicator for Honda.
Now we compare the Design factor

Honda

Ideal importance point and

Design comparison

Chinese
Design
4

HONDA
CHINESE
Relative
importance
Honda
Relative
importance
Chinese

3.891304

HONDA

3.9
3.434783

3.891304348

3.8

CHINESE

3.7
3.6

3.521739

3.52173913 3.545454545

3.5
3.545455

3.434782609

3.4
0

Relative importance
Honda
Relative importance
Chinese

In design consumers have a very high likelihood for Hondas design as compared to Chinese
counterparts.

Ideal importance point and brand

image comparison

Honda
Chinese
Brand Image
HONDA
CHINESE
Relative
importance
Honda
Relative
importance
Chinese

4.521739
2.804348

3.76087

3.75

5
4.5
4
3.5
3
2.5
2
1.5
1
0.5
0

4.52173913
3.760865

HONDA

3.75
2.804347826

CHINESE
Relative importance
Honda
Relative importance
Chinese

Consumers have a high value for Hondas brand image and are not satisfied from Chinese counterpart.

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Ideal importance point and

performance comparison

Honda
Chinese
Performance
HONDA
CHINESE
Relative
importance
Honda
Relative
importance
Chinese

4.086957
3.152174

3.695652

3.636364

4.5
4
3.5
3
2.5
2
1.5
1
0.5
0

4.086956522
3.695652174

3.636363636
3.152173913

HONDA
CHINESE
Relative importance
Honda
Relative importance
Chinese

0.5

1.5

2.5

Consumers have a strong opinion that Honda has a better performance than Chinese counterparts.

Ideal importance point and

maintenance comparison

Honda
Chinese
Maintenance
HONDA
CHINESE
Relative
importance
Honda
Relative
importance
Chinese

3.847826
3

3.456522

3.522727

4.5
4
3.5
3
2.5
2
1.5
1
0.5
0

3.847826087
3.456521739

3.522727273
3

HONDA
CHINESE
Relative importance
Honda
Relative importance
Chinese

0.5

1.5

2.5

Both the user of Honda agreed to this point Honda has lower maintenance cost as compared to Chinese
motorcycles.

Page 10

Histograms and Crosstabs for Analysis

On the basis of data collected, we processed it on SPSS and following useful insights are obtained which
will assist us in our recommendations.
Histogram and Crosstab For Honda

Page 11

Both the chart and cross tab represent the maintenance cost and the time of usage of Honda motorcycle by the Honda user. It is quiet true that overwhelmingly the response is the Honda motorcycles
maintenance cost is very low but the 7 cases of High maintenance cost 1 case of very high is also
alarming.
Histogram and Crosstab For Chinese

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This result shows that the users of Chinese motorcycle have low maintenance cost too. Among the
random sample only one case of Chinese motorbike user have claimed that it is a very high maintenance
bike.
Brand Awareness of new models
The given below comparison shows the consumer responses for the newly launched bike of Honda
family the CD-Dream and the CG-Dream.

From the table above it is clear that 62.5% of respondents of the survey are yet unaware of the quality
of the CD-Dream among them 35.4% are Honda users. This means that they are unaware of the launch
of CD-Dream itself. A mass promotion is required for these two machines as they lack in awareness so
far.

Page 13

The awareness level about CG-Dream in among Honda users is even worse about 37.5% users of Honda
are not aware that anything/product as Honda CG-Dream exist in market. Also, overall level of
unawareness is 62.5% equal to that of CD-Dream.
The need of a new bike
We have also run a factor analysis to study the consumer mindset. Based on building blocks of
1.
2.
3.
4.
5.
6.

Price
Durability
Design
Brand image
Performance
Maintenance

The need of factor analysis is that it helps in identifying new market or products required in market. The
rotation we set to obtain this was varimax. This varimax rotation was required as it amplifies the
variances among characteristics, which in our cases are the above-mentioned six building blocks hence,
helping in making excellent factors.
It proved out to be very beneficial and is supportive of the Hondas new launch of CD-Dream and CGDream. The component 1 and component 2 are the existing market of motorbike where component 1 is
Honda and Component 2 is Chinese motorbike. We ran a factor analysis in which we tried to find out
that consumer is demanding a new motorbike that should have
1. Price equal to Honda motorcycle. Price [Honda], which is .800, is its representation and Price
[Chinese] -.575 is its strong opposition.
2. Also consumer wants a Design to be like Chinese bikes that are stylish too.

Both these needs are accomplished by new

models of Honda street bikes (CD-Dream
and CG-Dream) providing quality product
with new designs.

Page 14

Future buying preferences

An analysis is also conducted to see next bike the consumer will buy and its mode of payment.

Following are results concluded:

This cross tabulation between current pocket size and consumer preference for mode of payment shows
that CG-125 is the most preferred bike of the market. Also consumer mindset is still so rigid for buying
motorcycle on full payment. To enhance sales existing consumer must be switched to leasing mode of
payment that it is not so far happening. One way to do it is to design scheme so relevant to Chinese
counterparts that is the basic down payment must be very too.
Recommendations
Recommendations obtained from research
1) Looking at the results of research it was found consumers favor Hondas price but Chinese bikes
price is favored more. Knowing the fact that Hondas pricing is covering all the costs for the
qualities it provides and this fact is also very clear in consumers mind. But what Honda can do is
to promote aggressive leasing to tackle this issue.
2) Also the maintenance costs of Honda bikes are relatively high compared to its Chinese
counterparts. Despite of quality it provides Honda is not performing well in long term usage. For
this Honda is doing extensive trainings of mechanics. Also the existing dealers who are aspiring
must be added more S to their dealerships.
3) Also Brand awareness for CD-Dream and CG-Dream is very low as pointed out previously in the
section of Quality Comparison Honda must arrange some promotional strategy for these to
motorcycle. Consumer are resistant because of its resale and also hindrance is seen accepting

Page 15

new shape and design. Some promotional rally can be arranged to promote these new shape.
Also it market will develop in long run since youth is more prone toward new designs.

Recommendation form field survey.

1) For CG-125 acceptance for black silencer than silver chrome is not welcomed by audience at
large. CG-125 users are mostly owned by hobbyist so making such changes in design must be
made in accordance with audience at large.
2) Audience demand discounts in retail price. This is what Atlas Hondas dealers understand too
but they are not allowed by the Regional office to give discounts. Hence some leverage must be
given to dealers on full payment sale.
3) The dealers who are resistant to sale by leasing must be enforced to sale by leasing. For this
matter each of the territory in charge must help the dealer to understand the leasing
methodology and procedures. If after that the dealer is reluctant to lease, open a new only
leasing dealership, not letting the existing resistant dealer to operate as a lease setup later for
next 5 year to learn a lesson.
4) Visiting a dealer in remote area of Beywal he had a problem with the delivery of supplied motor
cycle. The bike he ordered was contained in mid of loaded delivery truck. All other motorbikes
of some other dealer, who was to be served next had to be unloading to unload this Beywal
dealerships motorbike. When his bike has been unload the trucker refused to upload all the
bikes just unloaded of the other dealership and said to this dealer to deliver all these bikes
himself now, creating a conflict. The point Im trying to make here is that since Atlas Honda has
outsourced the delivery system, its conduct and practices must be revised and must be
monitored by Atlas Honda by collecting a feedback form every dealer when his delivery is made.
Territory in charges can be assigned this responsibility.
5) Also if a bike delivered to some dealership is containing some damage or if a costumer claims
warranty I have found dealers in remote area less proactive and lacking to understand necessary
steps to respond warranty claim for customer and for themselves if some part is received
broken. The spare parts department can help them in educating how to claim warranty from
warranty dealers or can help them in creating local synergy.
6) Atlas Honda must announce the tentative date for the launch of now design in market. During
our survey we have found that consumer are resistant to buy CG-125 power machine as they
are waiting for new vinyl or sticker to be launched.

Page 16

7) It was found that there is no specific location based criterion for establishing a new dealership.
In Gujar Khan two of the Atlas Honda dealerships are in vicinity of 500 meter which demoralized
one dealership since the new dealership is setup in closed vicinity. Knowing the fact that if some
area has growth or potential and needs a new dealership it must be well taken care of that
setup of new dealership must not affect the existing dealership.
8) Retail price ret must be maintained in all the areas to promote health competition.
9) A fatwa must be decreed from a well acknowledge religious scholars mentioning leasing being
done at Atlas Hondas dealership are according to Islamic Sharia and practices.
10) Retail price must be revised. It must give sufficient space to dealerships to give discounts while
equally ensuring profits for themselves for spot sales. The Retail price must be set as

Retail price=basic cost+ dealer margin+ discount leeway as compared to

Retail price=basic cost+ dealer margin

We believe if above mentioned recommendations are well taken care off can help Honda in increasing
sales, and developing a synergy with dealers. Both these will help Atlas Honda in short run as well as the
long run strategies.

Page 17

Exhibits
Exhibit1

Source: Company Annual Report 2013-1014

Page 18

Exhibit 2

Exhibit 3

Page 19

Exhibit 4
Questionnaire

Questionnaire- Motorbike
This questionnaire is collection of data for market research project on motorcycles business in Pakistan.
All the information collected will be kept secured and can possibly be published or reproduced for
academic purpose sole at Karachi School for Business and Leadership, Karachi.
Q1) which motorcycle are you using currently, specify with name
a. Honda(_________________)
b. Chinese(_________________)
Q2) when purchased it was a
a. New motorbike
b. Used/Second hand motorbike
Q3) when did you purchase you motorcycle?
a. Three months or less
b. 6 months or less
c. 1 year ago
d. 2 years ago
e. More than 2 years

Satisfaction
Q3) Maintenance cost of my bike is
Very low

Low

High

Very high

Purchase Likeability and Intentions

Q) You prefer Chinese motorcycle over Honda motorcycle. (if yes please specify)
a) Yes
a. 70 cc (_________________)
b. 100 cc(_________________)
c. 125 cc(_________________)
b) No

Q4) keeping in view your current pocket size which one would you buy?
a. Honda CD-70
b. Honda CG-125
c. Honda Pridor
d. Honda CD-Dream
e. Honda CG-Dream
f. Honda Deluxe

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Q5) if I have to buy a motorcycle I will prefer buying by

Leasing
Full payment
Second hand/ used

Q6) Do you think Chinese motorbikes are in a strong competition with Honda Motorcycles?
a. Yes
b. No

Q7) I normally use motorcycle for

a. Racing
b. Ride to my work
c. Recreational cruise
d. Family transport
e. Others

Q8) I think Honda motorcycle

Is a low
quality bike

Quality is equal to
other bikes(Chinese)

Quality is better
than other bikes

Has the highest

quality

CD-70
CG-125
Pridor
CD-Dream
CG-Dream
Deluxe

Q9) when purchasing new HONDA motor bike, rate the following,
I will get pre-purchase information about motorbike from
a. Visiting website of the motorbike company
Not at all

May be not

Neutral

May be yes

Page 21

Almost always

Don't
know

b. Consulting a friend who is currently using that motorbike

Not at all

May be not

Neutral

May be yes

Almost always

Neutral

May be yes

Almost always

Neutral

May be yes

Almost always

c. Consult a Mechanic
Not at all

May be not

d. Follow my gut feeling

Not at all

May be not

Q10) when purchasing new Chinese motor bike, rate the following,
I will get pre-purchase information about motorbike from
b. Visiting website of the motorbike company
Not at all

May be not

Neutral

May be yes

Almost always

c. Consulting a friend who is currently using that motorbike

Not at all

May be not

Neutral

May be yes

Almost always

Neutral

May be yes

Almost always

Neutral

May be yes

Almost always

e. Consult a Mechanic
Not at all
f.

May be not

Follow my gut feeling

Not at all

May be not

Page 22

Attributes and Features

Q11) Rank the following for a motorcycle

Attributes

Not Important

Below Average
Importance

Average
Importance

Price
Durability
Variety
Design
Brand Image
Performance
(0-60 km/h in less
time)

Maintenance

Q12) Rate the following for a motorcycle

Price
Honda

Very bad

Bad

Neutral

Good

Very good

Chinese

Very bad

Bad

Neutral

Good

Very good

Honda

Very bad

Bad

Neutral

Good

Very good

Chinese

Very bad

Bad

Neutral

Good

Very good

Honda

Very bad

Bad

Neutral

Good

Very good

Chinese

Very bad

Bad

Neutral

Good

Very good

Honda

Very bad

Bad

Neutral

Good

Very good

Chinese

Very bad

Bad

Neutral

Good

Very good

Very bad

Bad

Neutral

Good

Very good

Durability

Variety

Design

Brand Image
Honda

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Above Average
Importance

Chinese

Very bad

Bad

Neutral

Good

Very good

Performance 0-60 km/h

Honda

Very bad

Bad

Neutral

Good

Very good

Chinese

Very bad

Bad

Neutral

Good

Very good

Maintenance
Honda

Very bad

Bad

Neutral

Good

Very good

Chinese

Very bad

Bad

Neutral

Good

Very good

Q13) Rank the following, for purchase of a new motor bike

Scale
Less important.very important
1
2
3
4
5
Price
Resale Price
Availability Spare
parts
After Sales service
Leasing Policy

Thank you

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