Sie sind auf Seite 1von 77

CONSUMER ATTITUDE TOWARDS

HONDA UNICORN
With special Reference to Sona Honda,
Shimoga
CONTENTS
Chapter 1
INTRODUCTION
Chapter 2
Research design
Chapter 3
ORGANISATIONAL PROFILE
Chapter 4
CONSUMER ATTITUDE & CONSUMER BEHAVIOUR
Chapter 5
DATA ANALYSIS AND INTERPRETATION
Chapter 6
FINDINGS, SUGGESTIONS AND CONCLUSION
Annexure
Questionnaire
Bibliography

KODACHADRI GOVT. FIRST GRADE COLLEGE HOSANAGAR

Chapter 1
INTRODUCTION
Introduction:
General Introduction
Twentieth Century witnessed a rapid development in the industrial
field. The changes and the progress made in the field of science and
technology is reflected in the day to activities of the human beings with
the growing urbanization the nobilities of people has increased people
tend to reside in one place to another corner of the city for their work of
business.

This

has

necessitated

an

increased

dependence

on

transportation.
There are two types of a transport system available for customer to
travel, Firstly the public transportation system shared by money people
normally government bodies operate these public transportation system
include bushes trains ships, and aero plans etc. Sometimes private firms
are also operating the public transportation system.
Secondly personal transport system is to be considered which one
as more persons usually use. They include mopeds, scooters,
motorcycles, auto rickshaws and taxis etc. As cities have developed at
rapid rates and with the increasing concentration of industrial officers and

KODACHADRI GOVT. FIRST GRADE COLLEGE HOSANAGAR

other business establishments at certain localities and with the increase in


population at a higher rate the public transportation is linding hard to with
the increasing demand.

The inadequacy of the public transportation

system which leads to a lot of time spent watching for them rather than
traveling and added to if the distressing travel condition and also of the
huge costs of the auto and taxi which may not available at the hour of
need has propelled the people to resort to their own means of
transportation for traveling between the place of work and residence by
owing two wheelers either a moped or mid sized motorcycles. This
provides the case of mobility availability of point-to-point transportation
and convenience at a reasonable expenditure.
Two wheelers which got popular in 1910, become a very important
mode of mobility after the Second World War. After forces were the first
used for war purposes in the countries like France. Belgium and other
that manufactured intensively.
India was a late starter of two wheelers but took of very well
because world largest market of two wheelers is resulted to be the best
suited for Indian conditions. After opening up of the economy that is in
the past liberalization many multinationals entered into the country and
have changed the whole gamete of products and services customer are

KODACHADRI GOVT. FIRST GRADE COLLEGE HOSANAGAR

left with numbered choices for their purchase same in the situation in
automobile industry also.
Government of India in 1980 liberalized the licensing of
manufacture of two wheelers vehicles in large scale with foreign
collaboration these drastic changed in policy opened the doors of the
country for the entry of foreign manufactured vehicles. This led to the
turn in the monopoly market of two wheelers in to a buyers market.
Seeing the rich and growth prospects in the two-wheelers industry.
Many manufacturers entered the market. The major competitions in the
current market in this segment are Hero Honda, Kinetic Honda, TVS,
Bajaj Biked, with so many players in the segment the consumer has a
wide variety of choices. It is up to the customer to make a choice as per
his requirements but his choice can be influenced in many ways. Before
purchasing a two wheeler a customer look at various aspects such as the
vehicles reliabilities. Fuel efficiency, quality, power, styling and Sales
services.
b. Special Introduction
Powered by a newly developed Honda 4 stroke 150 CC engine
and incorporation many cutting edge technologies developed by
Hondas global R&D team, unicorn sets new benchmarks for premium

KODACHADRI GOVT. FIRST GRADE COLLEGE HOSANAGAR

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 150 CC engine delivering
a whooping 13.3 bhp, unicorn is the fastest premium motorcycle in India
racing 0 to 60 kms per hour in a mere 5 seconds. Unicorn has a distractive
sporty and macro design with a racy front face, masculine fuel tank with
knee grip and 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 bodes. It delivers 60 km to a liter.
Unicorn is the first motorcycle in India with the hi-tech mono
suspension that enforces riding comfort and control and is now available
in new sleek graphics.

KODACHADRI GOVT. FIRST GRADE COLLEGE HOSANAGAR

Chapter 2

Research design

Statement of problem:
The problem identified for the project is to know Customers Opinion and
Expectations about Hero Honda Vehicles in SHIMOGA.

Objectives of the Study:


The major objectives of the study are as follows:
1) To study the marketing strategy adopted by Honda unicorn.
2) To study the market share of Honda unicorn in shimoga city.
3) To offer suggestion for the improvement in the Honda unicorn.
4) To determine the consumer profile of Honda unicorn.
5) To asses the extent of satisfaction among the Honda unicorn users.
6) To find factor influencing the purchasing decision of the
consumers.
Scope of the Study:

KODACHADRI GOVT. FIRST GRADE COLLEGE HOSANAGAR

The area chosen for the purpose of the study is the cotton City
Shimoga is one among the fastest growing cities in Karnataka with a
population of about 6 lacks.

It is an ideal growth in personal

transportation.
Honda is one of the leading two wheelers company in India this
study also tries to find out the impacts on public, merchants, dealers
students also the identify the problem and prospects of Honda unicorn.
So this study has been conducted to understand the both marketing
and problems of Honda unicorn. The study also under taken to know the
marketing strategy adopted by the dealer to promote the Honda unicorn.

Methodology of the Study:


In this Study both primary and secondary data has been used for
the purpose of collecting primary data both questionnaire method and
discussions were carried out with the consumers and personal of the
company.
The secondary data has been collected from the various published
literatures.

The information regarding the organization has been

collection from report provided by the dealer of Honda unicorn. The


information collected to the company profile is though the website for

KODACHADRI GOVT. FIRST GRADE COLLEGE HOSANAGAR

which the company has organized to the policy and objectives of the
company.

Consumer summary:
The informations regarding the study is collected in & methods
namely, primary method and seconds method.

Primary method:
Primary method is collected through dealers direct interaction with
them.

Secondary Method:
A suitable structured and undersigned questionnaire was designed
to collect the information for the study. Random sampling method was
adopted select responds in different regions of the city. The respond
selected were a mix of ages occupations educations etc and were
contacted personality with the questionnaire.

Limitations of the study:


The limitations of the study are as follows:

KODACHADRI GOVT. FIRST GRADE COLLEGE HOSANAGAR

1) The information provided by the company is assured to be


authentic.
2) The data and opinion collected are assumed to be objective.
3) This study was done mainly through the Secondary data.
4) Time limitation is also one of the constraints.
5) The Survey is conducted only 50 respondents

KODACHADRI GOVT. FIRST GRADE COLLEGE HOSANAGAR

CHAPTER 3
ORGANISATIONAL PROFILE
Introduction:
Honda motor company, Japan with its headquarters in Tokyo, has
manufacturing operations in 32 countries with 109 production bases. It
has 3 business divisions namely 2-wheelers H- wheelers and power
products. Apart from HMSI that manufacturers 2-wheelers, the other
business divisions in India include Honda Siel cars India Limited (HCSL)
And Honda siel power limited (HSPL).
The company principal of Honda worldwide is dedication to
supplying products of highest quality get at a reasonable price for
worldwide customer satisfaction.

Honda Siel Cars India Limited (HSCI)


Honda Siel cars India Limited the joint venture company of Honda
motor company Ltd. Japan and Siel Limited. India was incorporated in
December 1995 currently Honda Motor Company, Japan has 99% stake
in HSCI

KODACHADRI GOVT. FIRST GRADE COLLEGE HOSANAGAR

Honda Siel Power Limited (HSPL)


Honda Siel Power Ltd (HPSL) is a joint venture between Honda
motor co., Japan and Siel Ltd India, currently Honda motor company,
Japan has a 67% Equity stake in this company. It was incorporated in
September 1985 and produces a range of power products in India, like
portable genets, portable engineers, portable water pumping set and
lawnmowers.

Honda Motorcycle & Scooter India PVT Ltd:


Honda is the worlds largest manufactures of 2-wheelers.

Its

symbol, the wings represents the companys unwiring dedication in


achieving goals that are unique and above a 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 India 2-wheeler industry Hondas dream for India is to
not only manufacture 2-wheelers of global quality, but also meet and
exceed the expectations of India customers with outstanding after sales
support.

KODACHADRI GOVT. FIRST GRADE COLLEGE HOSANAGAR

About us Honda
Official Name

: Honda Motorcycle & scooter India Pvt. Ltd

Established

: 20th Aug. 1999

Place

: Manesar, District Gurgaon Haryana India


(New-Delhi)

Investment

: Rs. 300 Crore

Representative

: Mr. Shinji Aayama, President & CEO

Factory location

: Manesar, District Gurgaon Haryana India.

Production capacity: 10, 000, 00 units per year.

The Factory:
The HMSI Factory is spread over 52 acres, with a covered area of
about 85,815 square meters at Manesar, Gurgaon District of Haryana.
The foundation stone for the factory was laid on 14th December 1999 and
the factory was completed in January 2001. The initial instated capacity
was 1, 00,000 Scooters per year, which has reached 6, 00,000 scooters by
the year by 2007 and motorcycle capacity shall be 4, 00,000 per annum.
The total investment outlay for initial capacity was Rs. 215 crores and
now the accumulated investment is 800 crores.
KODACHADRI GOVT. FIRST GRADE COLLEGE HOSANAGAR

Gravity Die Cashing (Low pressure Die costing)


Gravity Die-cashing & low pressure die costing sections are for
manufacturing criminal engine parts.

Welding robot:
Weld shop has spot welding, seam welding and MIG welding
machines to weld various sheet metal parts to form the basic frame and
other scooter panels.

Paint shop Robot:


Paint shop has a conveyor system, which is unique amongst all
Honda Factories in the world. The conveyer car carrying the parts is
rotated and dipped so as to enable good paint adhesion, high gloss and
superior paint finish. Robots are used in planting for improved paint
finish.

Engine Assembly:
Engine Assembly is done in an enclosed air pressurized area to
protect the no engine from dirt and dust. Each of the engines is then
inspected for various parameters.

KODACHADRI GOVT. FIRST GRADE COLLEGE HOSANAGAR

Frame Assembly:
Frame Assembly is done at the slat conveyors. After the Frame
Assembly line is the roller tester to check the lineal scooter quality before
handing over to dispatch.

The Philosophy
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 a reasonable price for
worldwide customer satisfaction.
Hondas philosophy is based on the company is guiding principle
and advocates 2 fundamental besides: Respect For The Individual
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.

KODACHADRI GOVT. FIRST GRADE COLLEGE HOSANAGAR

The Three Joys


In line with Hondas philosophy, HMSI conducts as is 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.

Honda & Racing:

Honda has always played on important role in motor sportsbelieving to be the springboard for technological advancement Honda has
KODACHADRI GOVT. FIRST GRADE COLLEGE HOSANAGAR

made its mark in the source class motorcycle Racing world


championship.
HONDA AND TECHNOLOGY

Our fundamental design philosophy seeks maximize space and


comfort for people while minimizing the space required for mechanical
components, with this aim in mind. Hondas R& D activities include
product-specific development and fundamental research.
Honda & Safety:
At Honda, we use a three prong approach based on preventing
accidents. Minimizing injury in the unlikely event of an accident and its
Driving Safety promotion operations.

Hondas Safety philosophy

emphasizes the development of appropriate technologies for its product.


So as to ultimately achieve maximum riding comfort for its customers.
Honda was the first manufacturer in Japan to develop and apply the and
lock brake system.
Enhancing safety on the roads is one of Hondas top priorities we
firmly believe that the realization of comfortable and on enjoyable mobile
society depends on the mutual trust that automobiles.

KODACHADRI GOVT. FIRST GRADE COLLEGE HOSANAGAR

Manufactures like us, share with the consumers and society. At


Honda, we 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.

Hondas Safety philosophy emphasizes the development of


appropriate technologies for this product. So as to ultimately achieve
maximum riding comfort for its customers.

Honda was the first

manufacturers in Japan to develop and apply the anti-lock break system.


Educating the world, Honda is actively involved with drawing education
across the world for promoting traffic safety.
The Honda Driving Simulator & the Honda Riding Simulator
These visual reality systems are designed to heighten the users
ability to anticipant and foresee danger.

Featuring the latest in

mechatsonics and contents technology these simulators allow drivers and


orders to experience danger while remaining safe.
ASU -2 Vehicles (Active Safety Research Vehicle and Passive Safety
Research Vehicle
Hondas development of Achieve safety Research vehicles began
in 1991. Our aim is to help the driver predict and prevent danger using

KODACHADRI GOVT. FIRST GRADE COLLEGE HOSANAGAR

enhanced information support, besides providing improved visibility and


puncture resistance in the passive safety research vehicle, we are
researching areas such as motorcycle airbags and impact absorbing
helmets. We are also working on an information communications system
to be used with both motorcycles and automobiles.
Honda & 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 independently.

Developing green vehicles:


At Honda, we are striving towards developing zero-emission in all
our vehicles we are the first company in Japan to meet the most recent
exhaust emission regulations.
To reduce the environmental burden of four-stroke engineers, we
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 UER MOTORCYCLE on the other hand, the Gerona cream,
is a new generation, environment friendly 50cc Scooter that is highly
fuel-efficiency.

KODACHADRI GOVT. FIRST GRADE COLLEGE HOSANAGAR

Eco-friendly factory:
Hondas production facilities across the world also actively pursue
energy-efficient method and prevent water pollution by reducing
industrial waste. Honda has taken aggressive initiative to reduce the
environment impact of its manufacturing operations. By implementing
its concept of Green Factory HMSI to is actively working towards
establishing an environment management system.
HMSI Environmental Policy:
As responsible members of society and industry, Honda motorcycle
and scooters India Pvt. Ltd. (HMSI) Recognize that well being of humans
and conservation of earths environment is important.
HMSI got ISO 14001 certification in Dec 2002, which is
committed to achieve environmental excellence in all its individual
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 or employees as well as to the
public at large.

KODACHADRI GOVT. FIRST GRADE COLLEGE HOSANAGAR

ISO 14001 POLICIES:


Concerning environmental through preventing pollution of its
source of generation and strong timing our existing pollution control
system.
Promoting conservation of resources such as energy water oil and
great and other raw materials, by selling, recycling and minimizing the
waste generation.
Complying with all applicable legal/ regulatory requirement and
striver to go beyond wherever possible.
Regular monitoring and selling 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

KODACHADRI GOVT. FIRST GRADE COLLEGE HOSANAGAR

reducing the polluting activities to minimum. Increasing environment


awareness amongst the employees and the general public is also feature
of this unique concept.

KODACHADRI GOVT. FIRST GRADE COLLEGE HOSANAGAR

HMSI Net Work:


Every Honda dealer ship is known as a HEAD Honda Exclusive
Authorized Dealer each HEAD Exclusively handles Honda 2- wheelers
and promotes business activities based on polices that focus on customer
satisfaction they are the representative of HMSI in their respective
markets and provide 45 facilities under one roof as per Hondas
worldwide standards, wherever you travel across the globe, Honda,
H.E.A.D (Dealership) stand out with their unique identify. The design of
the H.EA.Ds in India has also been done with the same purpose in mind.

The 4s Policy:
Each of our dealers functions as a one-stop shop that takes care of
all your concerns regarding your Honda product.

Thus, with the

objective of maximizing customer satisfaction all H.E.A.D.s provide


facilities for sales, service, spares, and safety riding.

Sales
All H.E.A.D 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

KODACHADRI GOVT. FIRST GRADE COLLEGE HOSANAGAR

better. Trained Staff at each H.E.A.D. will help on 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
customer continue to ride Honda -2 wheelers under safe and optimal
conditions.

Spare parts:
Adequate stock of genuine Honda spares is readily available for
quick repair and raising.

Safe Riding:
Respect for human life forms a part of Hondas Corporate
Philosophy to realize this, safety riding is being actively promoted by
HMSI safety riding programmers have been implemented at all H.E.A.Ds
our rush is to build up a safe environment for driving, by giving predelivery Safety advice to each Honda Customer.

Spare parts- Stockiest:

KODACHADRI GOVT. FIRST GRADE COLLEGE HOSANAGAR

To ensure easy availability of Honda genuine parts at all times.


HMSI has established a network of AUTHORISED PARTS STOCKIST
in all major cities of India. These authorized spare parts stockiest stock
the entire range of Honda genuine parts to meet all spare parts
requirements of customers authorized service centers and private
workshop owners.
Spare parts Retailers
To bring Honda genuine parts closes to customers HMSI has
established a network of spare parts retailers through its dealers and
stockiest. These retailers are spread across the country to meet spare
parts requirement of customers and private workshop owners. Through
this strong retailer network HMSI not only market spare parts advisability
closer to customers but also gets valuable feedback from them on various
products.

The Latest Press Release As Per The Website


Honda Motorcycle Scooter India Pvt Ltd.
Established in 1999. HMSI is whole owned subsidiary of Honda
motors company Japan with last years turnover at Rs. 1520 crore. HMSI
as Indias 4th largest manufacturer of two wheelers and the largest
manufactures and exporter of scooters Honda uses non-asbestos and lead
KODACHADRI GOVT. FIRST GRADE COLLEGE HOSANAGAR

free environmentally friendly material in manufacturing its products


therapy fulfilling its responsibility as an eco friendly company Honda as
an ISO 9001 and ISO 14001 certified company which lays emphasis on
its dealerships to also utilize quality management systems till now
dealerships have already been certified for ISO 9001 as well as ISO
14001.
HMSI Set to Expand Reach:
Presently HMSI Network encompasses 53 HEADS along with
ASC5 and 34 stockiest. In view of aggressive future plans, by the end of
2011-12, HMSI plans to increase its dealers count to above 281. HMSI
has also started a new initiative called branches (3s setup) where ever
28135 branches outlets will be established over the next financial year to
take HMSI closer to the masses.
Along with the dealer network, HMSI also has plans to increase the
number of authorized service centers from 425 to 460 and stockiest from
34 to 40 by the end of financial year 2011-12 to ensure availability of
spares and service.

Honda turning dreams into reality:


Our commitment to being No. 1 in the market in customers
satisfaction means not only outstanding production quality but also an
KODACHADRI GOVT. FIRST GRADE COLLEGE HOSANAGAR

exceptional experience through the products life cycle utilizing the


expanding capabilities of Honda R+ D India we move quickly to response
to changing market conditions and customer expectations to create new
value for our customers said Mr. Motohide Sudo executive vice
president, Asian Honda Motor company.
HMSI will continue to introduce new and innovative products in
the Indian market both in the scooter as well as motorcycle segment.
These launches will help HMSI realize its dreams of becoming a few
lines up company and also work towards helping Honda become on of the
top two wheeler manufacturers in India said Mr. Y Aoshima, president &
CEO. HMSI.

Honda R+D (India) Pvt Ltd:


By establishing R+D facilities in three key regions beyond Japan
(designated as the Americans Asia and Europe) Honda R+D develops
technologies and products that reflect the need of people in individual
regions. Yet bound together by common values including environmental
preservation and regional economic development.
The companys objectives is to make on R+D that works jointly
with the people of India to produce motorcycled for the enrichment of
society and lifestyles of users of India.
KODACHADRI GOVT. FIRST GRADE COLLEGE HOSANAGAR

The companys objectives is to make on R+D that works jointly


with the people of India to produce motorcycled for the enrichment of
society and lifestyles of users of India.

KODACHADRI GOVT. FIRST GRADE COLLEGE HOSANAGAR

Organization Structure

Chairman

Board of Directors

General
manager
sales

Regional
manager
sales

General
Manager
service

Regional
Manager
service

General
Manager
spares

General
manager
Accounts

Regional
Manager
spares

HEAD DEALER
Customer

Mr. Atal Mohit is in Charge of Regional Manager sales


Mr. Vinod Patil is in charge of Regional manager service
Mr. Rajeev Gupta is in charge of Regional Manager Spares

KODACHADRI GOVT. FIRST GRADE COLLEGE HOSANAGAR

General
manager
promotional

2.7 Financial Statement:


Honda motor Co., Ltd., and Subsidiaries year ended or at March 31
Yan (Millions except per share
data)
Net sales and other

8650105

9907996

11087140

U.S. Dollars
(millions
except per
share data)
93919

operating revenue
Operating income

630920

868905

851879

7216

Income before income

668364

829904

792868

6716

affiliates
Equity in income of

96057

99605

103417

876

affiliates
Net income

486197

597033

592322

5018

Cash dividends paid

47797

71061

140482

1190

during the period


Research and

467754

510385

551947

4675

development
Total assets

9368236

10631400

12036500

101961

Stockholders equity

3289294

4125750

4482611

37972

Capital expenditure

373980

457841

627066

5312

225752

262225

361747

3064

260.34

324.33

324.62

2.75

taxes, minority interest


and equity in income of

(Excluding purchase of
operating lease assets)
Depreciation (excluding
property on operating
leases)
Per share data
Net Income

KODACHADRI GOVT. FIRST GRADE COLLEGE HOSANAGAR

Dividends paid
Stockholders equity

25.5

38.5

77

0.65

1778.24

2259.26

2460.28

20.84

Source : Annual Report


Unit Sales
breakdown

Motorcycles

Automobiles

Power products

2006

2007

368

337

North

615

503

America
Europe

353

329

6.8

291

324

11.3

Asia

7907

7895

0.2

521

620

19.0

717

760

Other

1028

1305

26.9

201

248

23.4

368

406

1.0 3391 3652

7.7

5876

6421

(Thousands)
Japan

Change 2006 2007 Change


8.4

696

672

2007

487

527

6.3 2.827

3103

3.4

18.2 1682 1788

Regions
Total 10271 10369

2006

Change

1477 1.625

Operating data Years ended March 31

Unit Sales

Motorcycles Business

Automobile business

Financial Services

Power products and Other

Business

businesses

breakdown
(Thousands)
Japan

2006

2007

Cha

Chang
2006

2007

nge

2006

2007

Change

2006

2007

99009

101753

2.8

1447388

1412726

2.4

24140

21497

1.7

126507

145214

North America

349741

309293

11.9

4722354

5179139

9.7

267485

364892

36.4

128779

128552

Europe

208092

219773

5.6

717360

917199

27.9

10108

12642

25.1

73861

87143

Asia

324026

383389

18.3

731833

961612

17.7

1966

3150

60.2

27626

35003

Other Regions

244944

357409

45.9

385759

518404

34.40

6170

7520

21.9

18848

21830

1225812

1370617

8004694

8889080

11.0

306869

409701

33.5

370621

417742

Total

11.8

Source: Annual Report

KODACHADRI GOVT. FIRST GRADE COLLEGE HOSANAGAR

Change

PRODUCT PROFILE
Definition of a Product
A product can be defined as anything that can be offered to a
market for attention, acquisition use or consumption which will satisfy a
want or need.
Products that are marketed include physical goods services,
experiences, wants persons, place properties, organizations, information
and ideas.
History of motorcycle:
The first real motorcycle was invented in 1888 by Gottrich
Daimler, a German engineer. He attached a four stroke piston engine to a
wooden bicycle frame. For the next few years motorcycles remained
largely

experimental.

During

the

early

1900

with

continued

improvements they developed into useful vehicles.


Two wheelers which got popular in 1910 become a very important
mode of mobility after Second World War. After forces were the first
used in were purposes in the countries like France Belgium and other
manufactured intensively.

KODACHADRI GOVT. FIRST GRADE COLLEGE HOSANAGAR

Manufacture of Two Wheelers in India:Most of the two wheelers in industries do not manufacture all the
parts.

They purchase the parts from other industries that have the

capacities to manufactures the right quantity in time some industries


purchase the spares from small Scale Industries in accord to the
government instructions.
Many industries manufacture the main parts such as engine gear
units wheels drums chasing etc. Indigenously with the technological
assistances from their foreign collaboration usually carburetor are
purchased from the world removed manufactures like Saco macabre and
orbital because it is mainly concerns with fuel efficiency of the vehicle.
The other part like tires bearings, speedometers dampers electrical
etc are purchased from recognized industries.
HMSI
Honda Motorcycle and Scooter India (Pvt) Ltd. Presents a scooter
that will usher a new era in the India & wheeler market.
The Honda Achieve, the unique scooter signals in the beginning of
Honda in India, the customer can expect a lot more new products and new
technology, world class service standard every thing that will be refined,
perfected and adopted to Indian conditions to deliver a superior riding
and product experience.

KODACHADRI GOVT. FIRST GRADE COLLEGE HOSANAGAR

The various products for HMSI are as follows:


Honda Activa -2001
Honda Dio -2002
Honda Eterno 2003
Honda shine 2006
Honda unicorn 2004

Honda Activa:
Honda active is the first scooter
model of HMSI the Indian Market. It has
revitalized the Indian Scooter market after
its launch in the year 2001. 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 safety
left to your reflexes like the accelerates and the brakes in a lightweight
body.

So now mothers can enjoy an easy ride white fathers will

appreciate its sturdy build.

KODACHADRI GOVT. FIRST GRADE COLLEGE HOSANAGAR

In fact on Activa has something in it for everyone we got two new


colors graphic stickers a flamboyant one for the you and rides who
adheres to style and for the mature rider we have got a more sobs looking
sticker a reflection of their personality.

You will never see ease,

technology and style come together in such a smooth way.


Honda Activa :
Honda DIO
One look at DIO will tell its more an accessory than a mere
convenience. As India it blends the looks
of motorcycle with the comfort of a
scooter.

The body-mounted indicators

leap right off the front. Ample legroom


gives you an elegant poise.

The body

light and yet continues to draw attention of course. The DIO qualifies us
to have the there ever existed an attention magnet, the DIO is it.
Honda Eterno:
An

entirely

new

standard

in

scooters. Though, sleek and with the best


mileage in especially for the India
conditions & to suit your everyday needs.

KODACHADRI GOVT. FIRST GRADE COLLEGE HOSANAGAR

The eterno is a tough & stylish H-stroke scooter incorporating the


best of Hondas we standards right from the engine to the body frame,
each part is designed to with stands to rough & tough Indian conditions.
Reliable newly designed H-stroke ISO cc engine
Best fuel efficiency in its class ( 60 12mpt)
Ample, practical loading capacity.
Riding comfort even during multiple rides.
Moscrilne though & sleek styling.
So shed youre worried about the fuel size scooter as Geared
surprise from Honda is he enjoys the ride.
Honda Shine:
A masterful blend of form and
function, the new Honda shine bring
together the best in a motorcycle into
one awe inspiring piece of automatic
technology.
Equipped with a host of advanced technologies like multi mapping
CDI. Tumble camber-Long install pipe and connecting Tube CV
Carburetor, 2 ways Air Jacket System.

The newly developed 125cc

KODACHADRI GOVT. FIRST GRADE COLLEGE HOSANAGAR

optima engine delivers class leading 10.3 Honda shine to deliver the best
balance of pickup and mileage.
Designed to ensure superior ride quality and ease of handling
through revolutions which is based on human engineering Honda Shine
will set new benchmarks in motorcycle segment.
Honda Shine completed a 0-60 Kemp run in just 5.3 Secs and
returns a class lead process in the Indian riding mode.
Honda Shine has been endowed with new modern intelligent style
appeal, which post decent look with tough & macho appeal and an image
of sporty looks with international the Honda Shine a Decent and Stylish
look.
HMSI works on market in concept which focuses on understanding
customer need and desire and translating them into product specifications.
It is duet to this concept that within just four years of its launch in India
HMSI has changed the Indian two wheeler market with its products
Honda Activa, Dio, Eterno, shine unicorn.
Honda Unicorn:
The unicorn is the first foray for Honda Motorcycle and scooter
India in the Indian motorcycle market. The 150 cc unicorn takes on the
existing players with extremely high fit and finish levels synonymous
with the Honda name.

KODACHADRI GOVT. FIRST GRADE COLLEGE HOSANAGAR

Developing 13.3 BHP the unicorn has adequate power to complete


with the existing players in the segment, the muscular styling and add to
its appeal.

All new sporty unicorn is powered by a newly developed Honda 4stroke 150 cc incorporates many cutting Edge Technologies developed by
Honda is global R& D new benchmark in the upper majority segment in
India acceleration, superior mileage, international styling, riding comforts
and convener.
Unicorn is engineered and styled for the taste of the younger
generation with 150cc engine delivering a whooping 13.3 Bhp, unicorn is
the fastest motoracing from 0to 60 KMS per hour in a mre 5 seconds. It
has a distinctive sport design with a racy front face masculine fuel tank
with knee grip and a sleek Rear.
Unicorn offers perfect Balance of pick up and mileage, delivering
60 kmpl through stroke Honda Engine cutting edge technologies like

KODACHADRI GOVT. FIRST GRADE COLLEGE HOSANAGAR

multi-mapping CDI combustion chamber, Roller Rock arm, and Classy


Aerodynamic Body.
Specifications

KODACHADRI GOVT. FIRST GRADE COLLEGE HOSANAGAR

Weight / Measurements | Body | Engine & Transmission | Electricals

Weight Measurements Kerb weight146kgsLength2095 mmWidth750


mmHeight1100 mm Wheel able1340mmFuel Tank capacity (full13 liters
Reserve Tank capacity1.3 liters

Performance
Max speed101 km ph Acceleration 5 second Mileage 60 kmpl
Body
Frame Advanced design Diamond Frame Front suspension Telescopic
Rear suspension Advanced technology mono-suspension Front tire2.75 x
18Rear tire 100/90-18Front Break Type240mm Disc Rear Brake type240
mm Disc
130 mm Drum.

Engine and Transmission


Engine Type4 stroke, all cooled DHC single cylinder Displacement 149.
ICC Bore x stroke57.3mm x 57.8 mm Net power13.3 bhp @ 8000 rptn
(9.9 Kw)Torque 1.3 kg.m @ 5500 rpm (12.8) net Air- Fitter Paper type
Carburetor CV Type Starting system Self Transmission Constant mesh5
speed gear Gear shift pattern 1 down -4up
Electricals
Ignition Digital CDI (Multi- Mapping)Battery12-7 Ah Elec. Start Head
lamp Halogen 12 v/35 w

KODACHADRI GOVT. FIRST GRADE COLLEGE HOSANAGAR

Stunning features:
Best pick up in its class
It delivers an incredible 60 KMS to a liters
It is a perfect fusion of sporty.
With Mono Suspension Demand frame it takes all kinds of Road,
shocks with absolute ease.
It is the first motorcycle equipped with a puncture Resistant tuff up
tube.
Only Bike in India with Monosuspension.
Unicorn is the first motorcycle in India with hi-tee monosuspension
that enhanced Riding comfort and control

Features
1. Pick up
2. mileage

KODACHADRI GOVT. FIRST GRADE COLLEGE HOSANAGAR

3. styling
4. riding comfort
5. convenience
6. durability & maintenance
1. Pick up
Clocking 0-60 Kmph to amazing 5 seconds the unicorn boasts the
best pick up in its class with a powerful 13.3
bhp engine and loaded with cutting edge
technologies like CV carkuretor, 2 way air
Jacket, rules exhaust system and offset crank.
This mean machine delivery power at all
speed ranges and under varied heat conditions so just sit back and relax
while you zoom off to your destination.
4 stroke, 150cc Black Robust Engine
CV Carburetors
2 way Air Jacket
Offset crank

KODACHADRI GOVT. FIRST GRADE COLLEGE HOSANAGAR

2. Mileage
The Unicorn delivers an incredible 60 kms to a litre with its
aerodynamic body and a newly developed engine from Honda that
develops high torque at a low rpm. With technologies like 5 Speed Gear
Box, Roller Rocker Arm and Multi-Mapping, the Unicorn is engineered
to ensure a perfect balance of Pick Up and Mileage
Multi Mapping CDI
5 speed Gears
Tumble flow Combustion
Roller Rocker Arm
Aeroynamic body

3. Riding Comfort
Unicorn offers superior riding comfort and driving stability in
various Indian usage and driving conditions in both single and multiple
ride patterns.
Frame
Mono suspension
Front Disk brake
Riding position
Flexible seating position
KODACHADRI GOVT. FIRST GRADE COLLEGE HOSANAGAR

4. Convenience
The Unicorn comes with a multitude of conveniences. It is the
only motorcycle in India that comes equipped with a Puncture
Resistant Tuff-up tube in the rear tire which minimizes the
incidents of sudden puncture by 70%, state-of-the-art Primary kick,
and storage space under the seat. So, once you ride the Unicorn,
you will enjoy pure peace of mind
Tuff up Tube
The

two-chamber

tube

has

two

separate chambers that are independent from


each other. One is the air and other is the
liquid chamber. The newly developed antipuncture sealant gel is sealed in the chamber
located on the tier tread side during the
manufacturing process. As the sealant chamber is always pressed against
the tire by the pressure from the air chamber, when there occurs a hole,
the sealant gel enters in the hole and closes it.
Structure of Tuff up tube
This shows how the two-chamber tube closes the hole. Usually in
an event of a puncture, a hole is pierced through the sealant gel chamber
to the air chamber. When a hole occurs, the gel is forced into the hole,

KODACHADRI GOVT. FIRST GRADE COLLEGE HOSANAGAR

and the fibrous material contained in the gel is squeezed out. At that time,
the fine ceramic particles fill the openings of the fiber, and the vacant
spaces are filled with the gel. As there is a pressure inside of the inner
tube, minimal quantity seeps into the air chamber but without causing any
harm as it is a water based gel.
Hole Plugging mechanism
Convenient primary kick
5. Durability and maintenance
Unicorn confirms to stringent Honda endurance tests for engine,
suspension, frame and electrical. These tests are done simulating extreme
conditions concentrated with in a short test cycle. By doing so, adherence
to Indian road and riding conditions are met comfortably. That is the
secret of Hondas high reliability.
Engine Bench test
Road Simulator
Easy to maintain engine
Tuff up tube can be repaired like an ordinary tube

6. Styling
Unicorn can make heads burn by flaunting the bits in international
styling Racy masculine fuel tank aerodynamic Rear color classy double

KODACHADRI GOVT. FIRST GRADE COLLEGE HOSANAGAR

tail lamp. Every part excides style in addition, the all new sleek graphical
and sporty colors further a style appeal.

Mono Suspension

High Quality Appeal

Unicorns colours
Force sliver metallic
Champion Blue Metallic
KODACHADRI GOVT. FIRST GRADE COLLEGE HOSANAGAR

Candy Blazing Red


Black with Gray Stripes
Black with Blue stripes
Riding comfort and Stability
From the world of international bikes, Unicorn gets a unique style
appeal with mono suspension. A look that is never before seen on Indian
motorcycles.
Mono Suspension
Instead of conventional twin shock absorbers in the rear, Unicorn
incorporates a single, high performance shock absorber housed centrally
below the seat and mounted on a much tougher frame. Advanced
technology mono suspension coupled with advanced tough and flexible
diamond frame offers superior riding comfort and excellent stability.
Technologies
Merits of Mono Suspension
There are two merits of introducing mono suspension. Firstly, it
decreases friction loss through employing single shocker. As a result
mono suspension can move freely, improving tractability on road surface.
User can derive the benefit of more comfortable ride feel. Secondly,
mono suspension design ensures centralization of mass. By positioning
KODACHADRI GOVT. FIRST GRADE COLLEGE HOSANAGAR

suspension close to the center of gravity of the machine, turning


characteristics, stability during braking and overall
riding performance is substantially enhanced.
Original technology of mono suspension
comes from the world of racing where bikes compete in most extreme
conditions. More advanced version of this technology is employed in
these bikes. Even the international production models incorporate mono
suspension to give statement of style and comfort. Unicorn brings the
world advanced technology to India to meet the Indian conditions better
than ever before.
3.5 Safety
All HMSI products are manufactured to meet Hondas our stringent
safety gland also contributing to the promotion of safe riding through
safety riding.
Always wear the right size helmet in a secure man.
Always wear the right size helmet in a secure manner.

KODACHADRI GOVT. FIRST GRADE COLLEGE HOSANAGAR

Always lock the handle when leaving the bike unattended to


prevent theft.
Clothing (preferably long sleeved top and long trousers) should fit
well, allow for easy movement and should incorporate highly visible
Colours.
Conduct routine checkups to ensure safe and comfortable riding.
At intersections without traffic lights, always be sure to stop and
look both left and right. Please also be aware of large vehicles which may
be turning left
Lock:
Always lock the handle when leaving the Bike unattended to
prevent theft.
FII= clothing should fit well, allows for easy movement should
incorporate highly visible colours
Check: Conduct routine checkup to ensure safe and comfortable
riding.

KODACHADRI GOVT. FIRST GRADE COLLEGE HOSANAGAR

Stop: at intersections without traffic lights always be sure stop and


look both left and right, please also be ackwoldge vehicles which may be
turning left.

KODACHADRI GOVT. FIRST GRADE COLLEGE HOSANAGAR

Colours:

Hondas

engineering

prowess stems from its racing


heritage. Team Honda has won,
on most, MotoGP circuits over the year. While Hondas engineers have
been power deliveries to the engine block, Nicky Hayden scored a big
one, winning MotoGP, riding a Honda.

KODACHADRI GOVT. FIRST GRADE COLLEGE HOSANAGAR

Inspired by its successful sibling from the MotoGP and the limited
edition Honda Unit features bold graphics but also an engine thats just as
redefined. A 150cc, 13.3 engines that effortlessly catapults the rider from
static to 60kmph in mere 5 sec.

Price :
Unicorn offers additional value to the user while maintaining a
competitive price. It more than satisfies user giving him power that thrills
and mileage that sustains with the best balance of power and mileage.
International bike technology of mono suspension enhances the unique
style that is blend of sporty and macho and also provides superior ride

KODACHADRI GOVT. FIRST GRADE COLLEGE HOSANAGAR

comfort and stability. Another additional value and peace of mind is given
by Unicorn being first motorcycle to offer no worry from punctures. To
top it all, it comes as the youngest member of world of Honda bikes
bearing wing mark that symbolizes quality and reliability.

KODACHADRI GOVT. FIRST GRADE COLLEGE HOSANAGAR

Price Mix:

The dealer does not take active part in pricing the products as the
company itself does the pricing. The company links the maximum retail
price (MRP), so the dealer has to add the temporary registration charges
tax on the vehicles to RTO therefore, the dealers sell the product at the
price list provided by the company.

As per the instruction laid down by the company the dealer has to
undertake the promotional activities every month in the form of test ride
banners, holdings leaflets.

Road shows of the vehicle giving

advertisement in local cable T.V. advertisement in local newspaper etc.


further the company executive in his visit will look after whether any
promotional strategy is adopted by the dealer or not one copy of the
promotional strategy has to sent the company as proof that every month
the dealer making the promotional strategy for the Honda vehicles.
Distribution mix:
The distribution aspect of the dealer is very simple. The dealer just
needs to place on order to the company through phone regarding the
colours and the quickly to their regional sales representative and the
dealer has to deposit the amount well in advance before placing on
orders. It the amount is deposited in the company well in advance the

KODACHADRI GOVT. FIRST GRADE COLLEGE HOSANAGAR

dealer gets the delivery of the vehicle within the 7 days for the date when
the order has placed.
4.7 Sales:
The dealer sells the goods on Cash basis and no credit facility is
offered. Further the dealer has kept the facility of financing the loan to
prospect customer with the showroom who can approach them easily. As
the firm carry on delivery on cash basis there will be no bad-debts and the
dealer need not spend or make expenses towards the collection of debts.
The dealer keeps is constant touch with his customers to maintain a
good relationship between them.
Stock maintenance:
The dealer maintains a minimum stock of all the colours of the
vehicles to the customer. So that, if any customers demand for the
particular colour the dealer will provide it at right time for the customers.
So he maintains all colours of stock in advance.

KODACHADRI GOVT. FIRST GRADE COLLEGE HOSANAGAR

CHAPTER 4
CONSUMER ATTITUDE & CONSUMER BEHAVIOUR
Introduction:
The Team Consumer refers to a person who buys goods as
services for his personal as household use and not for sale.
Consumer behavior is that behavior exhibited by consumers in
planning, purchasing, and using economic goods and services for the
satisfaction of their wants.
Prof. Poul G,W and Prof Walter C.G define consumer behavior is
the process whereby individuals decide what when where how and from
whom to purchase goods and service.
Buying behavior is a process where potential customers are
subjected to various stimuli the consumer is regarded as a Black box as
we cannot see what is going on his mind the responds to the estimate on
inputs and may purchase some product or service of interest to the
marketing management.
The model of buyers behavior is stimulates response model
response may be decision to purchase or not purchase.
Under the system view of buyer behavior we have:
1) Inputs
2) Processing

KODACHADRI GOVT. FIRST GRADE COLLEGE HOSANAGAR

3) Outputs
4) Feedback loop
Since, the buyers behavior is the corner stone of the marketing
Strategy, manager should be aware of different models of theories which
determine the buyer behavior.
The following are the important determinants or models of consumer
behavior.
1) Economic modal
2) Psychological modal
3) Socio-cultural modal
4) Organizational modal
5) Government regulation.
The psychology of consumers towards two wheelers is
a) Luxurious
b) Costly
c) Inadequate fund
d) Necessary
The necessary of two wheelers scores over other points. For the
dynamic society two wheelers are not considered to be a luxury.
For the benefit of consumer who is not having adequate fund.
Companies have proposed purchase schemes. With the rapid growth of

KODACHADRI GOVT. FIRST GRADE COLLEGE HOSANAGAR

finance competitive availability of finance at a very competitive team has


popular.
Types of customers:
The marketing manager should have the knowledge of various
types of customers their attitudes of behavior and ability to recognize
and handle them. A sales man must be aware of a customers are not like
men money minds.

Each customer has his own personality and his

psychological make-up.
There is no ready-made formula to describe the type of customers.
However the following are the important types of customers.
1) Impulsive customers
2) Silent customers
3) Talkative customers
4) Argumentative customers
5) Nervous customers
6) Snappish customers
7) Deliberate customers
8) Price minded customers
9) Suspicious customers
10) Undecided customers
11) Group shopper

KODACHADRI GOVT. FIRST GRADE COLLEGE HOSANAGAR

12) Industrial buyers


13) Friendly customers

Conclusion:
In this chapter consumer prefers to buy best of two wheeler which
are economical people like two wheeler, which are fuel efficient, which
have road grip, bright lights, stylish and comfortable, and also consumer
prefers to buy two wheelers of a company where there is easy availability
of spare parts and after Sales Services at a reasonable price and in time.
Then, it is the unicorn which satisfy requirement of the above-you
feel the earth move under you with a flick of the itself.
The sound of thunder. A flash of lighting and its gone that is
Honda unicorn, the more powerful two-wheelers in India.

KODACHADRI GOVT. FIRST GRADE COLLEGE HOSANAGAR

CHAPTER 5
DATA ANALYSIS AND INTERPRETATION
Results and findings are also called as Analysis and Interpretation.
This part of the report contains an allotment of tables, charts, graphs, and
narrative of the results of the survey.
The analysis identifies the various factors that play a major role in
determining why the respondents go for a particular product on brand.
The analysis has also been made with reference to factory affecting
buying decisions the multinational factor to go far a particular brand.
For some of the tables. Graphs are used to interpret the findings in a
better manner.
The object of survey was to know the marketing of Honda unicorn
in Shimoga City consumer analysis consumption factor or purchasing
pattern and other related aspects.
The occupation, income of the respondents is also recorded in
order to know the correlation between these features.

KODACHADRI GOVT. FIRST GRADE COLLEGE HOSANAGAR

Table no.1: On the basis of Gender factor


Table No.1
Gender

No of respondents

Percentage

Male

50

100%

Female

Total

50

100

Source: Field Survey

Almost out of 50 Respondent were male i.e., 100% the Respondent


who were male are engaged in their own business, profession and also
students.

KODACHADRI GOVT. FIRST GRADE COLLEGE HOSANAGAR

Table no.2: The marital status of the respondents is presented in


Marital Status

No of Respondents

Percentage

Married

16

32%

Un married

34

68%

Total

50

100%

Source: Field Survey

The above table 2, Shows that 68 % respondents are unmarried and 32


% of respondents are married.

KODACHADRI GOVT. FIRST GRADE COLLEGE HOSANAGAR

Table no.3: The age groups of the respondents


Age group

No of Respondents

Percentage

Below 20

14

28%

20 to 30

26

52%

Above 30

10

20%

Total

50

100%

Source: Field Survey

About 28% of the Respondents are in the age group of Below 20, 52%
of the Respondents are in the age group of 20 to 30, 20% of the
respondents are in the age group of above 30.

KODACHADRI GOVT. FIRST GRADE COLLEGE HOSANAGAR

Table no.4: Educational qualifications of the respondents.


Educational

No of Respondents

Percentage

Qualifications
S.S.L.C

8%

PUC

16%

Graduate

30

60%

Post Graduate

8%

Other

8%

Total

50

100

Sources: Field Survey

Analysis: Out of the 50 respondents 8% Belongs to SSLC. 18%,


16 % belongs PUC, 60 % Belongs to Graduate, 8% Belongs to Post
graduate and also 8% belongs to others.

KODACHADRI GOVT. FIRST GRADE COLLEGE HOSANAGAR

Table no.5: Occupation of respondents is presented


Occupation

No of Respondents

Percentage

Professional

12%

Business

16%

Government Service

8%

Student

26

52%

Others

12%

Total

50

100%

Source: Field Survey

Out of 50 Respondents, 12 % Respondent having the occupation like


professional, 16 % Respondent having the occupation like business 8 %
Respondent having the occupation like Government service, 52 % of
respondents having occupation like students only 12 % respondents
having the occupation like other occupation.

KODACHADRI GOVT. FIRST GRADE COLLEGE HOSANAGAR

Table no.6: Income of the Respondents on Monthly Basis.


Income Rs

No of Respondents

Percentage

Less than 10,000

20

40%

10,000-15,000

12

24%

15,000-20,000

10

20%

20,000 above

16%

Total

50

100%

Source: Field Survey

Analysis: Out of the 40% Respondents belongs to income group less


Rs. 10,000 per month, 24 % Belongs to Rs 10,000 -15,000 per month. 20
% belongs to Rs. 15,000 20,000 per month. & 16 % Belongs to 20,000 &
above.

KODACHADRI GOVT. FIRST GRADE COLLEGE HOSANAGAR

Table no.7: The factors motivated to the respondents to buy the


Honda unicorn
Factors

No of Respondents

Percentage

Price

8%

Advertisement

16%

Mileage

16%

Quality

24

48%

Others

12%

Total

50

100%

Source: Field Survey

The above table shows respondents are motivated to buy Honda


unicorn by which factors 8% of the respondent are motivated to by the
price. 16% of the respondents are motivated by the of the respondents are
motivated by the Advertisement 16% of the respondents are motivated by
the mileage 48% of the respondents are motivated by the quality. 12% of
the respondents are motivated by the other.

KODACHADRI GOVT. FIRST GRADE COLLEGE HOSANAGAR

Table no.8: The Respondents opinion about the pick up of Honda


unicorn
Pick up no. of
Respondents percentage

Out

Good
Average

40%,
28%,

Bad

12%,

Excellen
t

20%

of 50 Respondents 40 % of

Respondents suggested that the pickup of Honda unicorn is good 28 % of


Respondents suggested that the pick up of Honda unicorn is Average 12
% of Respondents suggested that the pick up of Honda unicorn is bad. 20
% of Respondents suggested that the pick up of Honda unicorn is
Excellent.

9. Sales Services Table showing the respondents opinion to the dealer


After Sales Service

No of Respondents

Percentage

Good

38

76%

Bad

12

24%

Total

50

100%

Source: Field Survey

KODACHADRI GOVT. FIRST GRADE COLLEGE HOSANAGAR

Out of 50 responds 76% of respondents suggested that the service


of sale by the dealer is good. 24% of respondent suggested the services
sales by the dealers are bad.

KODACHADRI GOVT. FIRST GRADE COLLEGE HOSANAGAR

CHAPTER 6
SUMMERY OF FINDINGS, SUGGESTIONS AND
CONCLUSION.

Findings
1. In this report all respondents are male.
2. Majority of the respondents are UN married.
3. Among 50 respondents 52% of the respondents are in the age group of
20 to 30.
4. Most of the respondents are graduate.
5. According to survey more users are students.
6. They belong the income group of less than Rs.10, 000.
7. Respondents are motivated by the quality of the Honda unicorn
8. According to respondents that the pick up of Honda Unicorn is good.
9. Respondents opinion is that the service of sale by the dealer is good.

KODACHADRI GOVT. FIRST GRADE COLLEGE HOSANAGAR

Suggestions:
1. The price of Honda unicorn is very high when compared to
competition. The company has will established can provide some
gifts and discounts to the customers.
2. The dealer is also required to provide discount on cash purchase.
3. The company also tries to give certain offers to the dealer so as
improve his efficiency in the selling the Honda products which
other company also give to their dealer.
4. As television as the common media for advertising frequent
advertisement must be shown in local city cable.
5. As the dealer has arranged the neon bulbs for advertising in the
showroom in the same way.
6. The company should provide the warranty for some parts like
clutch plates mark.
7. The dealer is promotional strategy should provide test rides in
colleges and after some special gifts like diaries pens, bags etc.
8. The dealer is required to maintain all colors of Honda unicorn at all
time & it is available to customer at right him.
9. Give more advertisement in Shimoga City.

KODACHADRI GOVT. FIRST GRADE COLLEGE HOSANAGAR

Suggest towards product:


1) New age styling for a stunning look.
2) The new Honda unicorn exhibits international styling at its best. A
part from a classy double tail lamp and masculine fuel tank.
3) Mono suspensions for better stability and comfort.
4) Body getting graphics and Sporty along wheels.

KODACHADRI GOVT. FIRST GRADE COLLEGE HOSANAGAR

Conclusion:
A variety of two wheelers have entered into the two wheeler
market. This has increased the competition Because of competition Sales
of two wheelers might have decreased. Therefore, the Honda Company
has to keep in mid the latest competition prevailing in the market while
fixing the price of its two wheelers particularly Honda unicorn.
Because of Honda believes in excellence in the technology it has
achieved more than one million customer satisfaction within part of the
years from its launch No other India two wheeler company has achieved
its progress within short period.
As per the market research carried out by Honda Company it is
found them it is the number one company in two wheeler segment. By
considering all the findings of is hope that the company & dealer will
sing a sweet song of profits in future years.

KODACHADRI GOVT. FIRST GRADE COLLEGE HOSANAGAR

QUESTIONNAIRE
Respected Sir / Madam,
I am NOYAL DSOUZA student of Final year BBM in Govt First Grade
College, Hosnagara as a part of my academic study I have undertaken a project report
on Consumer Attitude towards Honda Unicorn with special Reference to Sona
Honda Shimoga I request you to fill the following questions and do the needful. The
information provided by you will be used strictly for academic purposes.
Thanking you,
Yours sincerely,
(NOYAL DSOUZA)

1. Name

____________________

2. Address

____________________
____________________
____________________

3. Sex
a. Male

b. Female

a. Married [

b. Unmarried

4. Marital status:
]

5. Age:
a. Below 20 [

b. 20-30

KODACHADRI GOVT. FIRST GRADE COLLEGE HOSANAGAR

c. above 30 [

6. Educational qualification
a. SSLC

b. PUC

c. Graduate

d. Post Graduate

e. Others Specify___________________
7. Occupation
a. Profession

b. Business [

c. Government service

d. Student

e. Others Specify___________________
8. Monthly income
a. Less than 10000 [

b. 10000-15000

c. 150000-20000 [

d. above 20000

b. No

9. Do you own a vehicle?


a. Yes

10. Which vehicle do you have?


a. Honda Unicorn [

b. Bajaj

c. Hero Honda

d. Yamaha [

e. Others Specify___________________
11. Why did you purchase the vehicle?
a. Office Use

b. Appraise the status

c. Business

d. Others

KODACHADRI GOVT. FIRST GRADE COLLEGE HOSANAGAR

12. If Honda Unicorn, how did you come to know about Honda Unicorn.
a. Advertisement [

b. Friends

c. Relatives

d. Others

13. Which of the following factors motivated you to buy?


a. Price

b. Advertisement [

c. Mileage

d. Quality

e. Others

14. What is your opinion about mileage of Honda Unicorn?


a. Low

c. Average

b. High

15. Give your opinion about pick up of the vehicle


a. Good

b. Average [

c. Bad

d. Excellent [

16. Give opinion about after sales service?


a. Good

b. Bad

a. Black with grey sticker

b. Black with blue sticker

c. Red with grey sticker

d. Silver with blue sticker

e. Silver with grey sticker

17. Which color do you prefer?

KODACHADRI GOVT. FIRST GRADE COLLEGE HOSANAGAR

18 .Do you have any complaint regarding unicorn?


a. Yes

b. No

If yes, _______________________________________________
_________________________________________________________
19. What is your opinion about resale value?
a. Has good resale value

b. Has low resale value

c. Has no resale value

20. Do you have any suggestions?


a. Yes

b. No

If yes, _______________________________________________
_________________________________________________________
Thanking You

Place:

Signature of the Respondent

Date:
Yours Sincerely

KODACHADRI GOVT. FIRST GRADE COLLEGE HOSANAGAR

Bibliography
Marketing Management

C.N. Sontakki
Pg. No. 199 - 224

News papers

Company

&

Product

Profile

Vijay Times

Though

www.honda2wheelers india.com

KODACHADRI GOVT. FIRST GRADE COLLEGE HOSANAGAR

internet