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CHAPTER I
1.1 INTRODUCTION The likelihood that consumers recognize the existence and availability of a company's product or service. Creating brand awareness is one of the key steps in promoting a product. Extent to which a brand is recognized by potential customers, and is correctly associated with a particular product. Expressed usually as a percentage of target market, brand awareness is the primary goal of advertising in the early months or years of a product's introduction. Brand awareness is an important way of promoting commodity-related products. This is because for these products, there are very few factors that differentiate one product from its competitors. Therefore, the product that maintains the highest brand awareness compared to its competitors will usually get the most sales. For example, in the soft drink industry, very little separates a generic soda from a brand-name soda, in terms of taste. However, consumers are very aware of the brands Pepsi and Coca Cola, in terms of their images and names. This higher rate of brand awareness equates to higher sales and also serves as an economic moat that prevents competitors from gaining more market share. Harpell recently studied a group of new companies to see how ingrained their branding messages were inside those companies. She found that many employees weren't aware of their companies' branding messages at all 'There were no brand connection, no teaching of employees and no communicating with consumers," Harpell says. The Web's a problem, too. When management and technology consulting firm Accenture and technology research company Online Insight surveyed 2,000 online consumers last year, they found that a lot of the givens about the Web that marketers operate under are false. While most marketing is aimed at youth, the average online shopper is 35 to 44 Entrepreneurs also assumed that ads drew consumers to their sites while customers surveyed relied on search engines. And the low prices companies touted weren't what customers were looking for: They wanted a satisfying customer encounter that was fast and convenient. "Branding is about more than the sock puppet. It's about the total customer experience," says Kelly Dixon, co-author of the study and director of e-branding at
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Accenture in Chicago. 'Companies haven't focused on the entire package." Consumers developed a love-hate relationship with late-'90s branding strategies, observes David Schumann, consumer psychologist and associate dean at the University of Tennessee in Knoxville. On one hand, seeing logos invade every inch of public space has left U.S. consumers overexposed to branding. On the other hand, consumers are paying attention, if only briefly, to discover whether you'll reveal that one clear benefit your product or service offers that'll make them try it. The problem is, this "one clear benefit" has been missing in plenty of branding campaigns, and Schumann sees companies facing the fallout: consumers sticking with the products they've trusted for a long time instead of taking a chance on products they don't really understand. When the value proposition is missing, Schumann says, risk-averse consumers will go with what they know. To some, branding might not feel like a tangible aspect of running a business. It can’t be seen like a product on the shelf, or counted like a cash drawer at the end of the night. But, branding is the reason people pay three times more for a product at one store over another. Good branding is the product of a clear vision, and nobody knows more about vision than small business owners. But, with limited resources, creating a brand identity can be tricky. Fortunately, building brand awareness on the Internet doesn’t need to take a lot of money or resources. Before moving ahead with the web site, create a brand positioning statement. “This isn’t just, ‘What kind of web site do we want to be?’ This is ‘Who are we?’” says Harley Manning, vice president at Forrester Research in Cambridge, Mass., a technology and market research firm that advises on the effects technology has on consumers and businesses. Good brand statements typically include the company’s mission, vision and values. “It’s succinct. It’s typically something that will fit on a page easily,” he says. Do you so believe in what you’re creating that you would trademark it? says Andrea Fitch, president and CEO of Red Carpet Creations, Inc., and national president of the Society for Marketing Professional Services, both based out of Alexandria, Va. Really consider what kind of brand could represent the business through the next decade. “Don’t have a logo that in five years you’re going to be tired of and discard for another,” she says.
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A web site is not just a communication medium, Manning says. “It is actually a channel that must deliver on the promise.” Essentially, a web site should embody the promise that it makes to customers. If, for instance, a business claims to be innovative, the web site should look fresh and modern. Before she launched her company’s new web site, Fitch made sure it would be an event that her potential clients would never forget. Red Carpet Creations mailed 4,000 silver tubes containing scrolls that looked like rolled-up carpet. Inside the scrolls was an announcement about the web site’s launch. Once online, the web site was an extension of the invitations because it followed through on the themes of red carpet imagery and references to visitors being treated like a VIP. Customers should easily be able to recognize the company’s brand, whether it is print, online or some other form of media, Manning says. Once the brand’s guidelines are established, creative choices must bring those attributes to life, Manning says. Don’t let the company’s brand become so dominating that there is no room for new thoughts and ideas. Brand should be the jumping-off point for interesting ideas, not the place where every new idea dead-ends. Fitch stresses that a sense of fun and whimsy will only enhance the likelihood that people will take an interest in the web site. While a web site can be a significant tool for building brand awareness, clarity and functionality are paramount. “Just be careful not to let the communication about your brand get in the way of delivering your message,” Manning says. People should be able to understand how to navigate the site without knowing a thing about the company’s catch phrases. “You can’t frustrate and annoy people into liking your brand,” he says. Pay attention to customer feedback about the site because, ultimately, it’s the customers’ opinion that counts. When it comes to building a brand, a company can incorporate everything from signature colors to catch phrases, but at the end of the day, it’s the consumer who decides what a brand is really worth.
1.2 INDUSTRY PROFILE Honda Motor Company, Ltd. ,
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Honda is the world's largest manufacturer of motorcycles as well as the world's largest manufacturer of measured by volume, producing more than 14 million internal combustion engines each year Honda surpassed Nissan in 2001 to become the secondlargest Japanese automobile manufacturer. As of August 2008[update], Honda surpassed chrysler as the fourth largest automobile manufacturer in the United States. Honda is the sixth largest automobile manufacturer in the world. Honda was the first Japanese automobile manufacturer to release a dedicated luxury brand, Acura in 1986. Aside from their core automobile and motorcycle businesses, Honda also manufactures garden equipment, marine engines, personal watercraft and power generators, amongst others. Since 1986, Honda has been involved with artificial intelligence/robotics research and released their ASIMO robot in 2000. They have also ventured into aerospace with the establishment of GE Honda Aero Engines in 2004 and the, scheduled to be released in 2011. Honda spends about 5% of its revenues into R&D Current Market Position With high fuel prices and a weak US economy in June 2008, Honda reported a 1% sales increase while its rivals, have reported double-digit losses. Honda's sales were up almost 20 percent from the same month last year. Analysts have attributed this to two main factors. First, Honda's product lineup consists of mostly small to mid-size, highly fuel-efficient vehicles. Secondly, over the last ten years, Honda has designed its factories to be flexible, in that they can be easily retooled to produce any Honda model that may be in-demand at the moment. Nonetheless, Honda, were still not immune to these companies reduced their profitability forecasts. The economic crisis has been spreading to other important players in the vehicle related industries as well. In November 2009 reported that Honda Motor exports have fallen 64.1%. At the 2008 Beijing Auto Show, Honda presented the Li Nian ("concept" or "idea") 5-door hatchback and announced that they were looking to develop an entry-level brand exclusively for the Chinese market similar to Toyota's brand in the USA. The brand would be developed by a 50-50 joint-venture established in 2007 Marketing
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Honda's official slogan is "The Power of Dreams". They have never used this slogan to sell their products. Mr. Honda's belief is that well built products will sell themselves. In 2003, Honda released its advertisement in the UK. To make the ad, the engineers at Honda constructed a made entirely out of car parts from a Europe Domestic Market Honda Accord (upon which the USDM Acura TSX is based). To the chagrin of the engineers at Honda, all the parts were taken from two of only six hand-assembled models of the Accord. The advertisement depicted a single cog which sets off a chain of events that ends with the Honda Accord moving and speaking the tagline, "Isn't it nice when things just... work?" It took 606 takes to get it perfect. In 2004, they produced, usually immediately followed by a shortened version of the 2005/2006 advert. In 2006, Honda released its Choir advertisement, for the UK and the internet. This featured a 60person choir who sang the car noises as film of the Honda Civic are shown. In Australia, Honda advertised heavily during most motor racing telecasts, and were the official sponsor of the 2006 FIA Formula 1 telecast on broadcaster channel "Ten". In fact, they were the only manufacturer involved in the 2006 season. In a series of adverts promoting the history of Honda's racing heritage, Honda claimed they "built" cars that won 72 Formula 1 Grand Prix. have accused Honda of interpreting their racing history rather liberally, saying that virtually all of the 72 victories were achieved by Honda powered (engined) machines, whereas the cars themselves were designed and built by Lotus F1, Williams F1, and McLaren F1 teams, respectively. However, former and current staff of the McLaren F1 team have reiterated that Honda contributed more than just engines and provided various chassis, tooling, and aerodynamic parts as well as funding. arguably the greatest F1 driver of all time, repeatedly stated that Honda probably played the most significant role in his three world championships. He had immense respect for founder, Soichiro Honda, and had a good relationship with Nobuhiko Kawamoto, the chairman of Honda at that time. Senna once called Honda "the greatest company in the world". Nevertheless, the majority of victories attributed to Honda in the advertisements were won by Formula 1 cars which were neither built nor designed by Honda, and have little or no connection with Honda's current F1 operations. In May 2007, focuses on their strengths in racing and the use of the Red H badge a symbol of what is termed as "Hondamentalism". The campaign highlights the lengths that Honda engineers go to in order to get the most out of an engine, whether it is for bikes, cars, powerboats even lawnmowers. Honda released its campaign. In the TV
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spot, Garrison Keillor says, "An engineer once said to build something great is like swimming in honey", while Honda engineers in white suits walk and run towards a great light, battling strong winds and flying debris, holding on to anything that will keep them from being blown away. Finally one of the engineers walks towards a red light, his hand outstretched. A web address is shown for the Hondamentalism website. The digital campaign aims to show how visitors to the site share many of the Hondamentalist characteristics. At the beginning of 2008, Honda released - the Problem Playground. The advert outlines Honda's environmental responsibility, demonstrating a hybrid engine, more efficient solar panels and the, a hydrogen powered car. The 90 second advert features large scale puzzles, involving, large shapes and a 3-dimensional puzzle. On 29 May 2008, Honda - in partnership with broadcast alive. It showed jumping from an aeroplane over Spain and forming the letters H, O, N, D and A in mid-air. This live advertisement is generally agreed to be the first of its kind on British The advert lasted three minutes. The next flight of one of the two planes involved resulted in a as the plane broke apart in mid-air Since 2009, Honda has become a major sponsor of the episodes in which a Honda car makes an appearance, both games that are played for cars use Hondas as a prize,.In 2009, American Honda released the "Dream the Impossible Documentary Series," a collection of 5-8 minute web vignettes that focus on the core philosophies of Honda. Current short films include Failure: The Secret to Success, Kick out the Ladder and Mobility 2088. They feature Honda employees as well as Chee Pearlman,. The film series plays at dreams.honda.com.
I.3 COMPANY PROFILE Honda Motors Limited, based in Delhi, India, is the world's largest manufacturer of motorcycles . Honda is a joint venture that began in 1986 between the Hero Group of India and Honda of Japan. It has been the world's biggest manufacturer of 2-wheeled motorized vehicles since 2004, when it produced 1.3 million motorbikes in a single year. During the fiscal year 2008-09, the company has sold 3.28 million bikes and the
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net profit of the company stood at Rs.1281.7 crore, up 32% from the previous fiscal year. SRI MEENAKSHI MOTORS PVT.LTD., was started during the year of 8th June 2004 at Palayamkottai. The Managing Director of the company is Mr.D.DALTON. 47 employees are working in the company. The company fulfillment with a company in the year of 2004, currently this company having a 3 various department, namely Administrative, sales and Service departments. There is having 3 sub dealers of this company. At present 9 models of Honda bikes are available in this company. Honda become the first company in India to prove that it was possible to drive a vehicle without polluting the roads. The company introduce new generation motorcycle that set industry benchmarks for fuel thrift and low emission. Honda has a reputation of being the most fuel-efficient and the largest selling Indian motorcycle. Finance services helped facilitate purchase an efficient dealer network across the country. Tactical promotions and excellent marketing helped Honda establish itself as an intelligent purchase. Its unique features like fuel conservation, safety riding courses and mobile workshops helps the group reach in the interiors of the country. Finance services helped facilitate purchase as did an efficient dealers network across the country. Well entrenched in the domestic market, Honda motors Ltd. Turned its attention overseas and exports have been steadily on rise.
1.4 PRODUCT PROFILE Honda is the world's largest selling motorcycle. Its 2 plants are in Dharuhera and Gurgaon, both in India. Third plant at Haridwar, Uttaranchal has also started production by April, 2008. It will have production facilities such as Lean Manufacturing concept, more flexible lines & stream line material flow, within & proximity (planning to set vendors in nearby locations constituting HHML Park) to achieve just-in-time manufacturing. It specializes in dual use motorcycles that are low powered but very fuel efficient Honda Shine
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We are one of the major exporters of Honda Shine. It gives us a sense of pride to forward this gleaming machine to our clientele that is Honda first fuel injection technology-driven motorcycle. Honda CBR1000 The 4 Stroke, Single Cylinder, Air Cooled speed machine from Honda is a cool one. We have all the five colors in Black, Silver, Blue, and Green & Red available with us Honda Unicorn The shock absorbing rear suspension, providing a smooth ride and coping up efficiently with sudden jerks due to the uneven road and bumps has made Honda Unicorn a popular bike. Honda Twister Honda Twister-new generation bike with quantum core engine is a health 9BHP unit in 110 cc engine. Honda CBR 150RR It has 4 stroke air cooled bike with a keihin-fie carburettor is a bike for mellowed people. Honda Activa Enjoy the Activa of a joy ride. The new roll-out from Honda targets the youngsters. The range of flashy colours(eight in all) are selected to target the brigade of youngsters with unique trendy features. Models of Bikes • • • • Honda Shine Honda Unicorn Honda Activa Honda Twister
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• • • • •
Honda Stunner Honda CBF Stunner Honda CBR 150RR Honda CBR 1000RR Honda CBR 900RR
Delivery process Two types of delivery process we have done 1. New vehicle delivery process.
2. Service vehicle delivery process. NEW VEHICLE DELIVERY PROCESS Calculation sheet Extra Fittings
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Vehicle service Delivery sheet Registration process
Delivery Services vehicle delivery process Vehicle condition Job card Workshop work Delivery
ORGANIZATION CHART
Managing director
Department managers
Assistant managers
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Supervisors
Senior mechanic
Junior mechanic
CHAPTER II
2.1 REVIEW OF LITERATURE 1. Harpell & MarcGobe in Brand awareness (2003), surveyed marketing professionals and CEOs in February, she found generating leads, making sales and developing new channels were the new priorities, not branding. Only 19 percent listed branding among their top challenges. "People are starting to get it that it's not enough to get out and bang a gong as loudly as you can," Harpell says. "You have to have some meat behind the sizzle."Companies are rediscovering direct mail, focus groups and customer surveys as ways to tap into customer tastes. But in a slowing economy, they need to connect with consumers on an emotional level, says Marc Gobe, CEO of New York City-based international brand consulting firm D/G* New York and author of
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Emotional Branding: The New Paradigm for Connecting Brands to People (Allworth Press). "People are going to be more selective in what they buy, where they buy it and how they buy it," Gobe says. "There's a tremendous opportunity for [businesses] to stand out and demonstrate that they have a strong commitment to people." 2.Harley Manning In Brand awareness(1997), some, branding might not feel like a tangible aspect of running a business. It can’t be seen like a product on the shelf, or counted like a cash drawer at the end of the night. But, branding is the reason people pay three times more for a product at one store over another. Good branding is the product of a clear vision, and nobody knows more about vision than small business owners. But, with limited resources, creating a brand identity can be tricky. Fortunately, building brand awareness on the Internet doesn’t need to take a lot of money or resources.Before moving ahead with the web site, create a brand positioning statement. “This isn’t just, ‘What kind of web site do we want to be?’ This is ‘Who are we?’” says Harley Manning, vice president at Forrester Research in Cambridge, Mass., a technology and market research firm that advises on the effects technology has on consumers and businesses. Good brand statements typically include the company’s mission, vision and values. “It’s succinct. It’s typically something that will fit on a page easily,” he says. 3. Fitch in Brand awareness (2005), Before she launched her company’s new web site, Fitch made sure it would be an event that her potential clients would never forget. RedCarpet Creations mailed 4,000 silver tubes containing scrolls that looked like rolled-up carpet. Inside the scrolls was an announcement about the web site’s launch. Once online, the web site was an extension of the invitations because it followed through on the themes of red carpet imagery and references to visitors being treated like a VIP. Customers should easily be able to recognize the company’s brand, whether it is print, online or some other form of media. Once the brand’s guidelines are established, creative choices must bring those attributes to life, Manning says. Don’t let the company’s brand become so dominating that there is no room for new thoughts and ideas. Brand should be the jumping-off point for interesting ideas, not the place where every new idea dead-ends. Fitch stresses that a sense of fun and whimsy will only enhance the likelihood that people will take an interest in the web site.
13
4.Tom Milson: in Brand awareness(1997), While a web site can be a significant tool for building brand awareness, clarity and functionality are paramount. “Just be careful not to let the communication about your brand get in the way of delivering your message,” Tom Milson says. People should be able to understand how to navigate the site without knowing a thing about the company’s catch phrases. “You can’t frustrate and annoy people into liking your brand,” he says. Pay attention to customer feedback about the site because, ultimately, it’s the customers’ opinion that counts. When it comes to building a brand, a company can incorporate everything from signature colors to catch phrases, but at the end of the day, it’s the consumer who decides what a brand is really worth. “It’s not what you say [about] yourself, it’s what others say of you,” Tom Milson says. 5. Zafer B. Erdogan in Brand awareness(1997), Use of celebrities as part of marketing communications strategy is a fairly common practice for major firms in supporting corporate or brand imagery. Firms invest significant monies in juxtaposing brands and organisations with endorser qualities such as attractiveness, likeability, and trustworthiness. They trust that these qualities operate in a transferable way, and, will generate desirable campaign outcomes. But, at times, celebrity qualities may be inappropriate, irrelevant, and undesirable. 2.2 SPECIAL CONCEPT ? Marketing strategy Marketing plans plays a vital role in successful business ventures. How well you market your invention, along with a few other considerations, will ultimately determine your degree of success or failure. The key element of a successful marketing plan is to know your customers their likes, dislikes, expectations. By identifying these factors, you can develop a marketing strategy that will allow you to arouse and fulfill their needs. ? Sales Promotion Promotion is tool with which public will be informed about the availability of a particular product or service and the uses of such product. Production decides the increase in demand for a product, promotion will make the prospective buyers to know about the want, satisfying characteristics of the product, its price and place of
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availability. This term includes advertisement, personal selling sales promotion and other selling tools which are increasing the sales volume.
? Advertising
It is a form of communication intended to persuade an audience (viewers, readers or listeners) to take some action. It includes the name of a product or service and how that product or service could benefit the consumer, to persuade potential customers to purchase or to consume that particular brand. It can also serve to communicate an idea to a mass amount of people in an attempt to convince them to take a certain action, such as encouraging 'environmentally friendly' behaviors. Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries. ? Joint venture A contractual agreement joining together two or more parties for the purpose of executing a particular business undertaking. All parties agree to share in the profits and losses of the enterprise.
CHAPTER III
3.1RESEARCH METHODOLOGY Research methodology is a way to systematically solve the research problem. It may understand as a science of studying how research is done scientifically. It involves data collection technique, the method of analysis of data their interpretation and final summarization. The present study makes and attempts to evaluate the Brand Awareness of Honda at SRI MEENAKSHI MOTORS PVT.LTD., Palayamkottai based on their operation. 3.2 OBJECTIVE OF THE STUDY Primary Objective
? To study about the Brand Awareness of Honda in SRI MEENAKSHI MOTORS
PVT.LTD.
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Secondary Objective ? To study about the buying behavior of Customers. ? To study about the Seven Dimensions of Quality with influence in Honda. ? To study about the customer’s opinion to improve the Brand Awareness of Honda. 3.3SCOPE OF THE STUDY This study helps to know about the Brand Awareness of Honda. I am collecting the data from the customers in questionnaire method and analyzing the data about the situation of using method. This project study finally gives suggestions to improve Brand Awareness of Honda. 3.4 SOURCES OF DATA The main two sources which are gathered from the organization to give better explanation about the study are: ? Primary Data ? Secondary Data Primary Data The primary data were collected using the following tools. • • Questionnaire Data collection The secondary data were collected from the sources post records and reports of the organization and magazines and websites. 3.5 SAMPLE UNIT Sample unit for the project was the Brand Awareness of Honda at SRI MEENAKSHI MOTORS PVT.LTD Palayamkottai. 3.6 SAMPLE SIZE Sample taken for this study is 100 Honda bike users in Tirunelveli District. 3.7 SAMPLING TECHNIQUE Methodology adopted for conducting this study has been sample survey method.
Secondary Data
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3.8 STATISTICAL TOOLS ANALYSIS The statistical tools are ? Percentage Analysis ? Likerts Scale 3.9 PERIOD OF THE STUDY This period is done under the time schedule of 90 days. 3.10 LIMITATIONS OF THE STUDY 1. 2. Sample size of the study is only 100. Some of the respondents were not responding to some of the questions.
3. The respondents are always in a hurry. 4. Many of the users are not well educated. So that the result obtained may not be accurate.
CHAPTER IV DATA ANALYSIS AND INTERPRETATION
Analysis of Data This refers to the refinement and manipulation of data that would help at arriving at Inference. Interpretation of Data
?
Interpretation has helped in bringing out the meaning of the data or in other words to convert
? Mere data into information. The climax of the research process is approached as one prepares to do so ? Draw conclusion from the data analyzed. The data collected from the survey wear subjected to statistical analysis involving 1. Percentage analysis 2. Likerts scale
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Percentage Analysis Percentage refers to a special kind of ratio. Percentages are used in making comparison between two or more series of data to describe the relationships. Percentage can also be used to compare the relative terms, the distribution of two or more series of data. Percentage = No of Respondents /Total no of respondent × 100
Table 4.1 Table shows on you know about this brand awareness Sl. No 1 2 3 4 Particulars T.V Newspaper Relatives Friends Total Source: Primary data No of respondents 44 30 12 14 100 Percentage 44 30 12 14 100
Inference
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From the above table shows 44% of the respondents were watched TV, 30% of the respondents were known through reading newspapers, 14% of the respondents gathered information from friends, 12% of respondents gathering information from relatives.
Chart 4.1 Chart shows on you know about this brand awareness
Table 4.2 Table shows on the factor influenced you to choose the Honda bikes Sl. No 1 Particulars Price No of respondents 24 Percentage 24
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2 3 4 5
Quality Aesthetics Reputation Performance Total
32 20 10 14 100
32 20 10 14 100
Source: Primary data
Inference From the above table shows 32% of the respondents are choose the Honda due to the quality, 24% of the respondents are choose the Honda because of price, 20% of the respondents are choose the aesthetics, 14% of respondents are choose the performance, 10 % respondents are choose by the reputation.
Chart 4.2 Chart shows on the factor influenced you to choose the Honda bikes
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Table 4.3 Table shows on opinion about the quality of Honda bike Sl. No Particul ars Highly satisfie d 1 No of respond ents 2 Score 150 152 36 28 6 372 3.72 30 38 12 14 satisfied Neut ral Dissatisfi ed Highly dissatisfie d Total score Mean score
6
Source: Primary data
Inference From the above table it was found out that the most of the respondents were satisfied with opinion about the quality of Honda bike because the mean score is 3.72.
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Chart 4.3 Chart shows on opinion about the quality of Honda bike
Table 4.4 Sl. No 1 Particula rs No of responde nts 2 Score 190 104 84 4 6 388 3.88 38 26 28 2 6 Highly satisfie d satisfie d Neutra l Dissatisfi ed Highly dissatisfi ed Total score Mean score
Table shows on feel about the Honda bike performance Source: Primary data
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Inference From the above table it was found out that most of the respondents were highly satisfied with feel about the Honda bike performance because the mean score is 3.88.
Chart 4.4 Chart shows on feel about the Honda bike performance
Table 4.5 Table shows on opinion about the feature of Honda bikes Sl. No Particulars High Satisfie ly satis fied d Neutral Dis satisfied Highly dissatisfi ed Total score Mean score
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No of 1 responden ts 2 Score 160 120 72 20 4 376 3.76 32 30 24 10 4
Source: Primary data
Inference From the above table it was found out that most of the respondents were highly satisfied with opinion about the feature of Honda bikes because the mean score is 3.76.
Chart 4.5 Chart shows on opinion about the feature of Honda bikes
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Table 4.6 Table shows on feel about the price of Honda bikes
Sl. No
Particula rs
Highly satisfie d
satisfie d
Neutral
Dissatisfie d
Highly dissatisfi ed
Tot al scor e
Mea n scor e
1
No of responde nts
38
36
4
10
12
2
Score
190
144
12
20
12
378
3.78
Source: Primary data
Inference From the above table it was found out that most of the respondents were highly satisfied with feel about the price of Honda bikes because the mean score is 3.78.
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Chart 4.6 Chart shows on feel about the price of Honda bikes
Table 4.7 Table shows on opinion about the mileage of Honda bikes
Sl. No
Particulars
Highly satisfied
satisf ied
Neutr al
Dissatisfi ed
Highly dissatisfi ed
Total score
Me an scor e
1
No of respondents
38
30
10
14
8
2
Score
190
120
30
28
8
376
3.7 6
Source: Primary data
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Inference From the above table it was found out that most of the respondents were highly satisfied with opinion about the mileage of Honda bikes because the mean score is 3.76.
Chart 4.7 Chart shows on opinion about the mileage of Honda bikes
Table 4.8 Table shows on opinion about the aesthetics of Honda bikes Sl. No Particulars Highly satisfied satisfied Neutral Dissatisfied Highly Total Mean
dissatisfied score score
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1
No of respondents
14
46
24
10
6
2
Score
70
184
72
20
6
352
3.52
Source: Primary data
Inference From the above table it was found out that most of the respondents were satisfied with opinion about the aesthetics of Honda bikes because the mean score is 3.52.
Chart 4.8 Chart shows on opinion about the aesthetics of Honda bikes
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Table 4.9 Table shows on feel about the Honda customer service Sl. No Particulars Highl y satisfi ed 1 No of responden ts 2 Score 130 160 66 16 4 376 3.76 26 40 22 8 4 satisfie Neutral d Dissatisfi ed Highly dissatisfied Tota l scor e Mean score
Source: Primary data
Inference From the above table it was found out that most of the respondents were satisfied with feel about the Honda customer service because the mean score is 3.76.
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Chart 4.9 Chart shows on feel about the Honda customer service
Table 4.10 Table shows on happy with your Honda bike reputation Sl. No Particula rs Highl y satisfi ed 1 No of responde nts 2 Score 150 152 48 20 6 376 3.76 30 38 16 10 6 satisfie Neutral d Dissatisfi ed Highly dissatisfie d Tota l scor e Mea n scor e
Source: Primary data
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Inference From the above table it was found out that most of the respondents were satisfied with happy with your Honda bike reputation because the mean score is 3.76.
Chart 4.10 Chart shows on happy with your Honda bike reputation
Table 4.11 Table shows on happy with your Honda bike reliability
Sl. No
Particular Highl s y satisfi ed
satisfied Neutr al
Dissati Highly sfied ed
Total
Mean score
dissatisfi score
31
1
No of responde nts
12
40
26
14
8
2
Score
60
160
78
28
8
334
3.34
Source: Primary data
Inference From the above table it was found out that most of the respondents were satisfied with happy with your Honda bike reliability because the mean score is 3.34.
Chart 4.11 Chart shows on happy with your Honda bike reliability
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Table 4.12
Sl. No
Particula rs
Highly satisfied
satisfied Neutral
Dissatis fied
Highly dissatisfie d
Tot al scor e
Mea n scor e
1
No of responde nts
38
30
18
8
6
2
Score
190
120
54
16
6
386
3.86
Table shows on opinion about the Honda bike riding Source: Primary data
Inference From the above table it was found out that most of the respondents were highly satisfied with opinion about the Honda bike riding because the mean score is 3.86.
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Chart 4.1.12 Chart shows on opinion about the Honda bike riding
Table 4.13 Table shows on satisfied with the special offer for Honda Sl. No Particulars Highl y satisfi ed 1 No of responden ts 2 Score 140 168 24 28 8 368 3.68 28 42 8 14 8 satisfie Neut d ral Dissatisf ied Highly dissatisfied Total score Mean score
Source: Primary data
Inference From the above table it was found out that most of the respondents were satisfied with the special offer for Honda because the mean score is 3.68.
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Chart 4.13 Chart shows on satisfied with the special offer for Honda
Table 4.14 Table shows on feel about Honda show room
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Sl. No
Particul ars
Highly satisfie d
satisfi Neutra ed l
Dissatisfie d
Highly dissatisfie d
Tota l scor e
Mean score
1
No of respond ents
36
32
20
8
14
2
Score
180
128
60
16
14
398
3.98
Source: Primary data
Inference From the above table it was found out that most of the respondents were highly satisfied with feel about Honda show room because the mean score is 3.86.
Chart 4.14 Chart shows on feel about Honda show room
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Table 4.15 Table shows on feel about the Honda bike resale value in the market
Sl. No
Particulars
Highl y satisfi ed
satisfie d
Neutra l
Dissatisfi ed
Highly dissatisfie d
Total score
Mean score
1
No of respondents
14
48
16
10
12
2
Score
70
192
48
20
12
342
3.42
Source: Primary data
Inference From the above table it was found out that most of the respondents were satisfied with feel about the Honda bike resale value in the market because the mean score is 3.86.
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Chart 4.15 Chart shows on feel about the Honda bike resale value in the market
Table 4.16 Table shows on feel in availability of Honda bike in our show room Sl. No Particulars Highly satisfie Neutra l Dissati Highly sfied dissatisfi ed Tota l scor e 1 No of respondents 42 28 14 6 10 Mea n scor e
satisfied d
2
Score
210
112
42
12
10
386
3.86
Source: Primary data
Inference
38
From the above table it was found out that most of the respondents were highly satisfied with feel in availability of Honda bike in our show room because the mean score is 3.86.
Chart 4.16 Chart shows on feel in availability of Honda bike in our show room
Table 4.17 Table shows on opinion about the Honda bikes features
39
Sl. No
Particulars
Highl y satisfi ed
satisfie d
Neutra l
Dissati Highly sfied dissatisfi ed
Total score
Mean score
1
No of respondents
20
46
12
12
10
2
Score
100
184
36
24
10
354
3.54
Source: Primary data
Inference From the above table it was found out that most of the respondents were satisfied with opinion about the Honda bikes features because the mean score is 3.54.
Chart 4.17 Chart shows on opinion about the Honda bikes features
40
Table 4.18 Table shows on opinion about the Honda Sl. No Particulars No of respondents 1 2 Good mileage Low maintenance cost 3 4 5 Style Normal price All the above 18 12 10 18 12 10 30 30 30 30 Percentage
Total Source: Primary data
100
100
Inference From the above table shows 30% of the respondents are like good mileage, 30% of the respondents are like the low maintenance cost, 18% of the respondents are like style, 12% of the respondents are like the normal price, 10% of the respondents are don’t like all the above.
41
Chart 4.18 Chart shows on opinion about the Honda
Table 4.19 Table shows on what features do you like upon before purchasing Honda Sl. No Particulars No of respondents 1 2 3 4 5 Mileage Weight Pickup Resale value Maintenance cost 42 20 14 10 14 20 42 14 10 14 Percentage
Total Source: Primary data
100
100
42
Inference From the above table shows 42% of the respondents are like the mileage, 20% of the respondents are like the weight, 14% of the respondents are like pickup, 14% of the respondents are like maintenance cost, and 10% of the respondents are like the resale value.
Chart 4.19 Chart shows on what features do you like upon before purchasing Honda
Table 4.20 Table shows on recommend to your friends & colleagues to purchase Honda bikes
S .no
Particulars
No of respondents
Percentage
1
Yes
62
62
43
2
No
38
38
Total Source: Primary data
100
100
Inference From the above table shows 62% of the respondents are says that Yes, 38% respondents are says that No.
Chart 4.20 Chart shows on recommend to your friends & colleagues to purchase Honda bikes
44
CHAPTER V
5.1 FINDINGS In the light of the analytical work that the research has the lowing findings were made. ? The study says that 44 respondent know the brand Honda through T.V ? The study says 38 respondents are satisfied in the quality of Honda. ? The study says that 43 respondents are using bike for the purpose of travelling long distance to working place. ? The study says that 38 respondents are feeling that the price of the bike is reasonable. ? The study says that 40 respondents are having good opinion regarding the service provided by the dealer ? The survey repealed that the main factor which influences to Honda two wheeler is the fuel efficiency 39 respondents. ? Out of 100 respondents 38 are satisfied with the performance of the bike. ? The study says that 42 respondent are feeling good about the showroom arrangements. ? The study says that 48 respondents are having positive opinion about the availability of Honda spare parts. ? The study says that 48 respondents are satisfied with the resale value of the bike. ? The study says that 52 respondents are satisfied about the quality of the bike. ? The study says that 42 respondents are satisfied with the special offers provided by the Honda bike. ? The study says that 62 respondents are having recommended to others to purchase Honda bike.
45
5.2 SUGGESTIONS
? To increase the awareness of Honda bikes.
? The Festival offers should be enhanced to attract new customers and also to boost up the sales. ? To attract the special offer for free insurance and registration. ? To increase stock availability. ? Allow more credit facilities to increase the sales. ? Try to launch special offers for festival as every four or five months as possible. ? Give more price offers to increase the sales. ? Try to improve the after sales service. ? Market planning are not enough to reach the goal. ? The organization should take necessary step to increase their sales network.
46
5.3 CONCLUSTION The Researcher has been collected and analyzed the data from Honda, regarding the Brand Awareness about Honda products. To enrich the study, the researcher has been used the statistical tools that is mainly percentage Analysis, also used the sampling technique that is sample survey method. To make of study as well as gain knowledge the researcher has set the following objectives that they are; the Primary Objectives of study about the Brand Awareness of Hero Honda in SRI MEENAKSHI MOTORS PVT.LTD., The Secondary Objectives, To study about the buying behavior of Customers, To study about the Seven Dimensions of Quality with influence in Honda, To study about the customer’s opinion to improve the Brand Awareness of Honda. And thoroughly analysis about the Brand Awareness of Honda. From this entire study regarding the Brand Awareness of Honda has helped the researcher to gain development, as practical and theoretical knowledge and the confidence of collecting the data from the people. This study has helped the researcher a lot of learn and work in MNC’s. From this entire study regarding the Brand Awareness of Honda has helped the researcher to gain development, as piratical and theoretical knowledge and the confidence of collecting the data from the people. The Researcher has been collected and analyzed the data from Honda, regarding the Brand Awareness about Honda products.
APPENDICES
47
A STUDY ON BRAND AWARENESS TOWARDS HONDA TWO WHEELER IN SRI MEENAKSHI MOTORS Name:…………………………… Age:…………………………….. Sex:……………………………. Place:…………………………..
1. How you know about this brand awareness? a) TV c) Relatives [ ] [ ] b) News paper [ ] d) Friends [ ]
2. Which of the factor influenced you to choose the Honda bikes?
a) Price
[ ] [ ]
b) Quality e) Performance
[ ] [ ]
c) Aesthetics [ ]
d) Reputation
3. What is your opinion about the quality of Honda bikes? a) H ighly Satisfied d) Dissatisfied [ ] [ ] b) Satisfied [ ] c) Neutral [ ]
e) Highly Dissatisfied [ ]
4. How do you feel about the Honda bikes Performance? a) Highly Satisfied d) Dissatisfied [ ] [ ] b) Satisfied [ ] c) Neutral [ ]
e) Highly Dissatisfied [ ]
5. What is your opinion about the feature of Honda bikes? a) Highly Satisfied [ ] b) Satisfied [ ] c) Neutral [ ]
48
d) Dissatisfied
[ ]
e) Highly Dissatisfied
[ ]
6. How do you feel about the Price of Honda bikes? a) Highly Satisfied d) Dissatisfied [ ] [ ] b) Satisfied e) Highly Dissatisfied [ ] [ ] c) Neutral [ ]
7. What is your opinion about the Mileage of Honda bikes? a) Highly Satisfied d) Dissatisfied [ ] [ ] b) Satisfied e) Highly Dissatisfied [ ] [ ] c) Neutral [ ]
8. What is your opinion about the Aesthetics of Honda bikes? a) Highly Satisfied d) Dissatisfied [ ] [ ] b) Satisfied e) Highly Dissatisfied [ ] [ ] c) Neutral [ ]
9. How do you feel about the Honda Customer Service? a) Highly Satisfied d) Dissatisfied [ ] [ ] b) Satisfied e) Highly Dissatisfied [ ] [ ] c) Neutral [ ]
10. Do you feel happy with your Honda bike Reputation? a) Highly Satisfied d) Dissatisfied [ ] [ ] b) Satisfied e) Highly Dissatisfied [ ] [ ] c) Neutral [ ]
11. Do you feel happy with your Honda bike Reliability? a) Highly Satisfied d) Dissatisfied [ ] [ ] b) Satisfied e) Highly Dissatisfied [ ] [ ] c) Neutral [ ]
12. What is your opinion about the Honda bike riding? a) Highly Satisfied [ ] [ ] b) Satisfied [ ] c) Neutral
49
d) Dissatisfied
[ ]
e) Highly Dissatisfied [ ]
13. Are you satisfied with Special offers for Honda? a) Highly Satisfied d) Dissatisfied [ ] [ ] b) Satisfied e) Highly Dissatisfied [ ] [ ] c) Neutral [ ]
14. How do you feel about Honda Show Room? a) Highly Satisfied d) Dissatisfied [ ] [ ] b) Satisfied e) Highly Dissatisfied [ ] [ ] c) Neutral [ ]
15. How do you feel about the Honda bike Resale’s value in the Market? a) Highly Satisfied d) Dissatisfied [ ] [ ] b) Satisfied e) Highly Dissatisfied [ ] [ ] c) Neutral [ ]
16. How do you feel in availability of Honda bikes in our Show Room? a) Highly Satisfied d) Dissatisfied [ ] [ ] b) Satisfied e) Highly Dissatisfied [ ] [ ] c) Neutral [ ]
17. What is your opinion about the Honda bikes Feature? a) Highly Satisfied d) Dissatisfied [ ] [ ] b) Satisfied e) Highly Dissatisfied [ ] [ ] c) Neutral [ ]
18. What is your opinion about the Honda? a) Good mileage d) Normal price [ ] [ ] b) Low Maintenance cost [ ] e) All the above [ ] c) Style [ ]
19. What features do you look upon before purchasing Honda? a) Mileage [ ] b) Weight [ ] c) Pickup [ ]
50
d) Resale Value
[ ]
e) Maintenance cost
[ ]
20. Would you recommend to your friends & colleagues to purchase Honda Bikes? a) Yes [ ] b) No [ ]
BIBLIOGRAPHY
References
51
1. Sherlekar.S.A, 2007, 13th Edition Marketing management, Himalaya
publishing house Pvt.Ltd;
2. James R.Evans, 2005, 4th Edition. Total quality management, Thomson
south-western.
3. Sharma J.K, 2007, 2nd Edition. Business Statics, Dorling Kindersley(India)
Pvt.Ltd.
4. Donald H. Mc Burney, 2002,
5th
Edition. Research methodology, Thomson
wadsworth. Website: • • www.dreams.honda.com www.brandawarness.com
doc_433670262.docx
CHAPTER I
1.1 INTRODUCTION The likelihood that consumers recognize the existence and availability of a company's product or service. Creating brand awareness is one of the key steps in promoting a product. Extent to which a brand is recognized by potential customers, and is correctly associated with a particular product. Expressed usually as a percentage of target market, brand awareness is the primary goal of advertising in the early months or years of a product's introduction. Brand awareness is an important way of promoting commodity-related products. This is because for these products, there are very few factors that differentiate one product from its competitors. Therefore, the product that maintains the highest brand awareness compared to its competitors will usually get the most sales. For example, in the soft drink industry, very little separates a generic soda from a brand-name soda, in terms of taste. However, consumers are very aware of the brands Pepsi and Coca Cola, in terms of their images and names. This higher rate of brand awareness equates to higher sales and also serves as an economic moat that prevents competitors from gaining more market share. Harpell recently studied a group of new companies to see how ingrained their branding messages were inside those companies. She found that many employees weren't aware of their companies' branding messages at all 'There were no brand connection, no teaching of employees and no communicating with consumers," Harpell says. The Web's a problem, too. When management and technology consulting firm Accenture and technology research company Online Insight surveyed 2,000 online consumers last year, they found that a lot of the givens about the Web that marketers operate under are false. While most marketing is aimed at youth, the average online shopper is 35 to 44 Entrepreneurs also assumed that ads drew consumers to their sites while customers surveyed relied on search engines. And the low prices companies touted weren't what customers were looking for: They wanted a satisfying customer encounter that was fast and convenient. "Branding is about more than the sock puppet. It's about the total customer experience," says Kelly Dixon, co-author of the study and director of e-branding at
2
Accenture in Chicago. 'Companies haven't focused on the entire package." Consumers developed a love-hate relationship with late-'90s branding strategies, observes David Schumann, consumer psychologist and associate dean at the University of Tennessee in Knoxville. On one hand, seeing logos invade every inch of public space has left U.S. consumers overexposed to branding. On the other hand, consumers are paying attention, if only briefly, to discover whether you'll reveal that one clear benefit your product or service offers that'll make them try it. The problem is, this "one clear benefit" has been missing in plenty of branding campaigns, and Schumann sees companies facing the fallout: consumers sticking with the products they've trusted for a long time instead of taking a chance on products they don't really understand. When the value proposition is missing, Schumann says, risk-averse consumers will go with what they know. To some, branding might not feel like a tangible aspect of running a business. It can’t be seen like a product on the shelf, or counted like a cash drawer at the end of the night. But, branding is the reason people pay three times more for a product at one store over another. Good branding is the product of a clear vision, and nobody knows more about vision than small business owners. But, with limited resources, creating a brand identity can be tricky. Fortunately, building brand awareness on the Internet doesn’t need to take a lot of money or resources. Before moving ahead with the web site, create a brand positioning statement. “This isn’t just, ‘What kind of web site do we want to be?’ This is ‘Who are we?’” says Harley Manning, vice president at Forrester Research in Cambridge, Mass., a technology and market research firm that advises on the effects technology has on consumers and businesses. Good brand statements typically include the company’s mission, vision and values. “It’s succinct. It’s typically something that will fit on a page easily,” he says. Do you so believe in what you’re creating that you would trademark it? says Andrea Fitch, president and CEO of Red Carpet Creations, Inc., and national president of the Society for Marketing Professional Services, both based out of Alexandria, Va. Really consider what kind of brand could represent the business through the next decade. “Don’t have a logo that in five years you’re going to be tired of and discard for another,” she says.
3
A web site is not just a communication medium, Manning says. “It is actually a channel that must deliver on the promise.” Essentially, a web site should embody the promise that it makes to customers. If, for instance, a business claims to be innovative, the web site should look fresh and modern. Before she launched her company’s new web site, Fitch made sure it would be an event that her potential clients would never forget. Red Carpet Creations mailed 4,000 silver tubes containing scrolls that looked like rolled-up carpet. Inside the scrolls was an announcement about the web site’s launch. Once online, the web site was an extension of the invitations because it followed through on the themes of red carpet imagery and references to visitors being treated like a VIP. Customers should easily be able to recognize the company’s brand, whether it is print, online or some other form of media, Manning says. Once the brand’s guidelines are established, creative choices must bring those attributes to life, Manning says. Don’t let the company’s brand become so dominating that there is no room for new thoughts and ideas. Brand should be the jumping-off point for interesting ideas, not the place where every new idea dead-ends. Fitch stresses that a sense of fun and whimsy will only enhance the likelihood that people will take an interest in the web site. While a web site can be a significant tool for building brand awareness, clarity and functionality are paramount. “Just be careful not to let the communication about your brand get in the way of delivering your message,” Manning says. People should be able to understand how to navigate the site without knowing a thing about the company’s catch phrases. “You can’t frustrate and annoy people into liking your brand,” he says. Pay attention to customer feedback about the site because, ultimately, it’s the customers’ opinion that counts. When it comes to building a brand, a company can incorporate everything from signature colors to catch phrases, but at the end of the day, it’s the consumer who decides what a brand is really worth.
1.2 INDUSTRY PROFILE Honda Motor Company, Ltd. ,
4
Honda is the world's largest manufacturer of motorcycles as well as the world's largest manufacturer of measured by volume, producing more than 14 million internal combustion engines each year Honda surpassed Nissan in 2001 to become the secondlargest Japanese automobile manufacturer. As of August 2008[update], Honda surpassed chrysler as the fourth largest automobile manufacturer in the United States. Honda is the sixth largest automobile manufacturer in the world. Honda was the first Japanese automobile manufacturer to release a dedicated luxury brand, Acura in 1986. Aside from their core automobile and motorcycle businesses, Honda also manufactures garden equipment, marine engines, personal watercraft and power generators, amongst others. Since 1986, Honda has been involved with artificial intelligence/robotics research and released their ASIMO robot in 2000. They have also ventured into aerospace with the establishment of GE Honda Aero Engines in 2004 and the, scheduled to be released in 2011. Honda spends about 5% of its revenues into R&D Current Market Position With high fuel prices and a weak US economy in June 2008, Honda reported a 1% sales increase while its rivals, have reported double-digit losses. Honda's sales were up almost 20 percent from the same month last year. Analysts have attributed this to two main factors. First, Honda's product lineup consists of mostly small to mid-size, highly fuel-efficient vehicles. Secondly, over the last ten years, Honda has designed its factories to be flexible, in that they can be easily retooled to produce any Honda model that may be in-demand at the moment. Nonetheless, Honda, were still not immune to these companies reduced their profitability forecasts. The economic crisis has been spreading to other important players in the vehicle related industries as well. In November 2009 reported that Honda Motor exports have fallen 64.1%. At the 2008 Beijing Auto Show, Honda presented the Li Nian ("concept" or "idea") 5-door hatchback and announced that they were looking to develop an entry-level brand exclusively for the Chinese market similar to Toyota's brand in the USA. The brand would be developed by a 50-50 joint-venture established in 2007 Marketing
5
Honda's official slogan is "The Power of Dreams". They have never used this slogan to sell their products. Mr. Honda's belief is that well built products will sell themselves. In 2003, Honda released its advertisement in the UK. To make the ad, the engineers at Honda constructed a made entirely out of car parts from a Europe Domestic Market Honda Accord (upon which the USDM Acura TSX is based). To the chagrin of the engineers at Honda, all the parts were taken from two of only six hand-assembled models of the Accord. The advertisement depicted a single cog which sets off a chain of events that ends with the Honda Accord moving and speaking the tagline, "Isn't it nice when things just... work?" It took 606 takes to get it perfect. In 2004, they produced, usually immediately followed by a shortened version of the 2005/2006 advert. In 2006, Honda released its Choir advertisement, for the UK and the internet. This featured a 60person choir who sang the car noises as film of the Honda Civic are shown. In Australia, Honda advertised heavily during most motor racing telecasts, and were the official sponsor of the 2006 FIA Formula 1 telecast on broadcaster channel "Ten". In fact, they were the only manufacturer involved in the 2006 season. In a series of adverts promoting the history of Honda's racing heritage, Honda claimed they "built" cars that won 72 Formula 1 Grand Prix. have accused Honda of interpreting their racing history rather liberally, saying that virtually all of the 72 victories were achieved by Honda powered (engined) machines, whereas the cars themselves were designed and built by Lotus F1, Williams F1, and McLaren F1 teams, respectively. However, former and current staff of the McLaren F1 team have reiterated that Honda contributed more than just engines and provided various chassis, tooling, and aerodynamic parts as well as funding. arguably the greatest F1 driver of all time, repeatedly stated that Honda probably played the most significant role in his three world championships. He had immense respect for founder, Soichiro Honda, and had a good relationship with Nobuhiko Kawamoto, the chairman of Honda at that time. Senna once called Honda "the greatest company in the world". Nevertheless, the majority of victories attributed to Honda in the advertisements were won by Formula 1 cars which were neither built nor designed by Honda, and have little or no connection with Honda's current F1 operations. In May 2007, focuses on their strengths in racing and the use of the Red H badge a symbol of what is termed as "Hondamentalism". The campaign highlights the lengths that Honda engineers go to in order to get the most out of an engine, whether it is for bikes, cars, powerboats even lawnmowers. Honda released its campaign. In the TV
6
spot, Garrison Keillor says, "An engineer once said to build something great is like swimming in honey", while Honda engineers in white suits walk and run towards a great light, battling strong winds and flying debris, holding on to anything that will keep them from being blown away. Finally one of the engineers walks towards a red light, his hand outstretched. A web address is shown for the Hondamentalism website. The digital campaign aims to show how visitors to the site share many of the Hondamentalist characteristics. At the beginning of 2008, Honda released - the Problem Playground. The advert outlines Honda's environmental responsibility, demonstrating a hybrid engine, more efficient solar panels and the, a hydrogen powered car. The 90 second advert features large scale puzzles, involving, large shapes and a 3-dimensional puzzle. On 29 May 2008, Honda - in partnership with broadcast alive. It showed jumping from an aeroplane over Spain and forming the letters H, O, N, D and A in mid-air. This live advertisement is generally agreed to be the first of its kind on British The advert lasted three minutes. The next flight of one of the two planes involved resulted in a as the plane broke apart in mid-air Since 2009, Honda has become a major sponsor of the episodes in which a Honda car makes an appearance, both games that are played for cars use Hondas as a prize,.In 2009, American Honda released the "Dream the Impossible Documentary Series," a collection of 5-8 minute web vignettes that focus on the core philosophies of Honda. Current short films include Failure: The Secret to Success, Kick out the Ladder and Mobility 2088. They feature Honda employees as well as Chee Pearlman,. The film series plays at dreams.honda.com.
I.3 COMPANY PROFILE Honda Motors Limited, based in Delhi, India, is the world's largest manufacturer of motorcycles . Honda is a joint venture that began in 1986 between the Hero Group of India and Honda of Japan. It has been the world's biggest manufacturer of 2-wheeled motorized vehicles since 2004, when it produced 1.3 million motorbikes in a single year. During the fiscal year 2008-09, the company has sold 3.28 million bikes and the
7
net profit of the company stood at Rs.1281.7 crore, up 32% from the previous fiscal year. SRI MEENAKSHI MOTORS PVT.LTD., was started during the year of 8th June 2004 at Palayamkottai. The Managing Director of the company is Mr.D.DALTON. 47 employees are working in the company. The company fulfillment with a company in the year of 2004, currently this company having a 3 various department, namely Administrative, sales and Service departments. There is having 3 sub dealers of this company. At present 9 models of Honda bikes are available in this company. Honda become the first company in India to prove that it was possible to drive a vehicle without polluting the roads. The company introduce new generation motorcycle that set industry benchmarks for fuel thrift and low emission. Honda has a reputation of being the most fuel-efficient and the largest selling Indian motorcycle. Finance services helped facilitate purchase an efficient dealer network across the country. Tactical promotions and excellent marketing helped Honda establish itself as an intelligent purchase. Its unique features like fuel conservation, safety riding courses and mobile workshops helps the group reach in the interiors of the country. Finance services helped facilitate purchase as did an efficient dealers network across the country. Well entrenched in the domestic market, Honda motors Ltd. Turned its attention overseas and exports have been steadily on rise.
1.4 PRODUCT PROFILE Honda is the world's largest selling motorcycle. Its 2 plants are in Dharuhera and Gurgaon, both in India. Third plant at Haridwar, Uttaranchal has also started production by April, 2008. It will have production facilities such as Lean Manufacturing concept, more flexible lines & stream line material flow, within & proximity (planning to set vendors in nearby locations constituting HHML Park) to achieve just-in-time manufacturing. It specializes in dual use motorcycles that are low powered but very fuel efficient Honda Shine
8
We are one of the major exporters of Honda Shine. It gives us a sense of pride to forward this gleaming machine to our clientele that is Honda first fuel injection technology-driven motorcycle. Honda CBR1000 The 4 Stroke, Single Cylinder, Air Cooled speed machine from Honda is a cool one. We have all the five colors in Black, Silver, Blue, and Green & Red available with us Honda Unicorn The shock absorbing rear suspension, providing a smooth ride and coping up efficiently with sudden jerks due to the uneven road and bumps has made Honda Unicorn a popular bike. Honda Twister Honda Twister-new generation bike with quantum core engine is a health 9BHP unit in 110 cc engine. Honda CBR 150RR It has 4 stroke air cooled bike with a keihin-fie carburettor is a bike for mellowed people. Honda Activa Enjoy the Activa of a joy ride. The new roll-out from Honda targets the youngsters. The range of flashy colours(eight in all) are selected to target the brigade of youngsters with unique trendy features. Models of Bikes • • • • Honda Shine Honda Unicorn Honda Activa Honda Twister
9
• • • • •
Honda Stunner Honda CBF Stunner Honda CBR 150RR Honda CBR 1000RR Honda CBR 900RR
Delivery process Two types of delivery process we have done 1. New vehicle delivery process.
2. Service vehicle delivery process. NEW VEHICLE DELIVERY PROCESS Calculation sheet Extra Fittings
10
Vehicle service Delivery sheet Registration process
Delivery Services vehicle delivery process Vehicle condition Job card Workshop work Delivery
ORGANIZATION CHART
Managing director
Department managers
Assistant managers
11
Supervisors
Senior mechanic
Junior mechanic
CHAPTER II
2.1 REVIEW OF LITERATURE 1. Harpell & MarcGobe in Brand awareness (2003), surveyed marketing professionals and CEOs in February, she found generating leads, making sales and developing new channels were the new priorities, not branding. Only 19 percent listed branding among their top challenges. "People are starting to get it that it's not enough to get out and bang a gong as loudly as you can," Harpell says. "You have to have some meat behind the sizzle."Companies are rediscovering direct mail, focus groups and customer surveys as ways to tap into customer tastes. But in a slowing economy, they need to connect with consumers on an emotional level, says Marc Gobe, CEO of New York City-based international brand consulting firm D/G* New York and author of
12
Emotional Branding: The New Paradigm for Connecting Brands to People (Allworth Press). "People are going to be more selective in what they buy, where they buy it and how they buy it," Gobe says. "There's a tremendous opportunity for [businesses] to stand out and demonstrate that they have a strong commitment to people." 2.Harley Manning In Brand awareness(1997), some, branding might not feel like a tangible aspect of running a business. It can’t be seen like a product on the shelf, or counted like a cash drawer at the end of the night. But, branding is the reason people pay three times more for a product at one store over another. Good branding is the product of a clear vision, and nobody knows more about vision than small business owners. But, with limited resources, creating a brand identity can be tricky. Fortunately, building brand awareness on the Internet doesn’t need to take a lot of money or resources.Before moving ahead with the web site, create a brand positioning statement. “This isn’t just, ‘What kind of web site do we want to be?’ This is ‘Who are we?’” says Harley Manning, vice president at Forrester Research in Cambridge, Mass., a technology and market research firm that advises on the effects technology has on consumers and businesses. Good brand statements typically include the company’s mission, vision and values. “It’s succinct. It’s typically something that will fit on a page easily,” he says. 3. Fitch in Brand awareness (2005), Before she launched her company’s new web site, Fitch made sure it would be an event that her potential clients would never forget. RedCarpet Creations mailed 4,000 silver tubes containing scrolls that looked like rolled-up carpet. Inside the scrolls was an announcement about the web site’s launch. Once online, the web site was an extension of the invitations because it followed through on the themes of red carpet imagery and references to visitors being treated like a VIP. Customers should easily be able to recognize the company’s brand, whether it is print, online or some other form of media. Once the brand’s guidelines are established, creative choices must bring those attributes to life, Manning says. Don’t let the company’s brand become so dominating that there is no room for new thoughts and ideas. Brand should be the jumping-off point for interesting ideas, not the place where every new idea dead-ends. Fitch stresses that a sense of fun and whimsy will only enhance the likelihood that people will take an interest in the web site.
13
4.Tom Milson: in Brand awareness(1997), While a web site can be a significant tool for building brand awareness, clarity and functionality are paramount. “Just be careful not to let the communication about your brand get in the way of delivering your message,” Tom Milson says. People should be able to understand how to navigate the site without knowing a thing about the company’s catch phrases. “You can’t frustrate and annoy people into liking your brand,” he says. Pay attention to customer feedback about the site because, ultimately, it’s the customers’ opinion that counts. When it comes to building a brand, a company can incorporate everything from signature colors to catch phrases, but at the end of the day, it’s the consumer who decides what a brand is really worth. “It’s not what you say [about] yourself, it’s what others say of you,” Tom Milson says. 5. Zafer B. Erdogan in Brand awareness(1997), Use of celebrities as part of marketing communications strategy is a fairly common practice for major firms in supporting corporate or brand imagery. Firms invest significant monies in juxtaposing brands and organisations with endorser qualities such as attractiveness, likeability, and trustworthiness. They trust that these qualities operate in a transferable way, and, will generate desirable campaign outcomes. But, at times, celebrity qualities may be inappropriate, irrelevant, and undesirable. 2.2 SPECIAL CONCEPT ? Marketing strategy Marketing plans plays a vital role in successful business ventures. How well you market your invention, along with a few other considerations, will ultimately determine your degree of success or failure. The key element of a successful marketing plan is to know your customers their likes, dislikes, expectations. By identifying these factors, you can develop a marketing strategy that will allow you to arouse and fulfill their needs. ? Sales Promotion Promotion is tool with which public will be informed about the availability of a particular product or service and the uses of such product. Production decides the increase in demand for a product, promotion will make the prospective buyers to know about the want, satisfying characteristics of the product, its price and place of
14
availability. This term includes advertisement, personal selling sales promotion and other selling tools which are increasing the sales volume.
? Advertising
It is a form of communication intended to persuade an audience (viewers, readers or listeners) to take some action. It includes the name of a product or service and how that product or service could benefit the consumer, to persuade potential customers to purchase or to consume that particular brand. It can also serve to communicate an idea to a mass amount of people in an attempt to convince them to take a certain action, such as encouraging 'environmentally friendly' behaviors. Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries. ? Joint venture A contractual agreement joining together two or more parties for the purpose of executing a particular business undertaking. All parties agree to share in the profits and losses of the enterprise.
CHAPTER III
3.1RESEARCH METHODOLOGY Research methodology is a way to systematically solve the research problem. It may understand as a science of studying how research is done scientifically. It involves data collection technique, the method of analysis of data their interpretation and final summarization. The present study makes and attempts to evaluate the Brand Awareness of Honda at SRI MEENAKSHI MOTORS PVT.LTD., Palayamkottai based on their operation. 3.2 OBJECTIVE OF THE STUDY Primary Objective
? To study about the Brand Awareness of Honda in SRI MEENAKSHI MOTORS
PVT.LTD.
15
Secondary Objective ? To study about the buying behavior of Customers. ? To study about the Seven Dimensions of Quality with influence in Honda. ? To study about the customer’s opinion to improve the Brand Awareness of Honda. 3.3SCOPE OF THE STUDY This study helps to know about the Brand Awareness of Honda. I am collecting the data from the customers in questionnaire method and analyzing the data about the situation of using method. This project study finally gives suggestions to improve Brand Awareness of Honda. 3.4 SOURCES OF DATA The main two sources which are gathered from the organization to give better explanation about the study are: ? Primary Data ? Secondary Data Primary Data The primary data were collected using the following tools. • • Questionnaire Data collection The secondary data were collected from the sources post records and reports of the organization and magazines and websites. 3.5 SAMPLE UNIT Sample unit for the project was the Brand Awareness of Honda at SRI MEENAKSHI MOTORS PVT.LTD Palayamkottai. 3.6 SAMPLE SIZE Sample taken for this study is 100 Honda bike users in Tirunelveli District. 3.7 SAMPLING TECHNIQUE Methodology adopted for conducting this study has been sample survey method.
Secondary Data
16
3.8 STATISTICAL TOOLS ANALYSIS The statistical tools are ? Percentage Analysis ? Likerts Scale 3.9 PERIOD OF THE STUDY This period is done under the time schedule of 90 days. 3.10 LIMITATIONS OF THE STUDY 1. 2. Sample size of the study is only 100. Some of the respondents were not responding to some of the questions.
3. The respondents are always in a hurry. 4. Many of the users are not well educated. So that the result obtained may not be accurate.
CHAPTER IV DATA ANALYSIS AND INTERPRETATION
Analysis of Data This refers to the refinement and manipulation of data that would help at arriving at Inference. Interpretation of Data
?
Interpretation has helped in bringing out the meaning of the data or in other words to convert
? Mere data into information. The climax of the research process is approached as one prepares to do so ? Draw conclusion from the data analyzed. The data collected from the survey wear subjected to statistical analysis involving 1. Percentage analysis 2. Likerts scale
17
Percentage Analysis Percentage refers to a special kind of ratio. Percentages are used in making comparison between two or more series of data to describe the relationships. Percentage can also be used to compare the relative terms, the distribution of two or more series of data. Percentage = No of Respondents /Total no of respondent × 100
Table 4.1 Table shows on you know about this brand awareness Sl. No 1 2 3 4 Particulars T.V Newspaper Relatives Friends Total Source: Primary data No of respondents 44 30 12 14 100 Percentage 44 30 12 14 100
Inference
18
From the above table shows 44% of the respondents were watched TV, 30% of the respondents were known through reading newspapers, 14% of the respondents gathered information from friends, 12% of respondents gathering information from relatives.
Chart 4.1 Chart shows on you know about this brand awareness
Table 4.2 Table shows on the factor influenced you to choose the Honda bikes Sl. No 1 Particulars Price No of respondents 24 Percentage 24
19
2 3 4 5
Quality Aesthetics Reputation Performance Total
32 20 10 14 100
32 20 10 14 100
Source: Primary data
Inference From the above table shows 32% of the respondents are choose the Honda due to the quality, 24% of the respondents are choose the Honda because of price, 20% of the respondents are choose the aesthetics, 14% of respondents are choose the performance, 10 % respondents are choose by the reputation.
Chart 4.2 Chart shows on the factor influenced you to choose the Honda bikes
20
Table 4.3 Table shows on opinion about the quality of Honda bike Sl. No Particul ars Highly satisfie d 1 No of respond ents 2 Score 150 152 36 28 6 372 3.72 30 38 12 14 satisfied Neut ral Dissatisfi ed Highly dissatisfie d Total score Mean score
6
Source: Primary data
Inference From the above table it was found out that the most of the respondents were satisfied with opinion about the quality of Honda bike because the mean score is 3.72.
21
Chart 4.3 Chart shows on opinion about the quality of Honda bike
Table 4.4 Sl. No 1 Particula rs No of responde nts 2 Score 190 104 84 4 6 388 3.88 38 26 28 2 6 Highly satisfie d satisfie d Neutra l Dissatisfi ed Highly dissatisfi ed Total score Mean score
Table shows on feel about the Honda bike performance Source: Primary data
22
Inference From the above table it was found out that most of the respondents were highly satisfied with feel about the Honda bike performance because the mean score is 3.88.
Chart 4.4 Chart shows on feel about the Honda bike performance
Table 4.5 Table shows on opinion about the feature of Honda bikes Sl. No Particulars High Satisfie ly satis fied d Neutral Dis satisfied Highly dissatisfi ed Total score Mean score
23
No of 1 responden ts 2 Score 160 120 72 20 4 376 3.76 32 30 24 10 4
Source: Primary data
Inference From the above table it was found out that most of the respondents were highly satisfied with opinion about the feature of Honda bikes because the mean score is 3.76.
Chart 4.5 Chart shows on opinion about the feature of Honda bikes
24
Table 4.6 Table shows on feel about the price of Honda bikes
Sl. No
Particula rs
Highly satisfie d
satisfie d
Neutral
Dissatisfie d
Highly dissatisfi ed
Tot al scor e
Mea n scor e
1
No of responde nts
38
36
4
10
12
2
Score
190
144
12
20
12
378
3.78
Source: Primary data
Inference From the above table it was found out that most of the respondents were highly satisfied with feel about the price of Honda bikes because the mean score is 3.78.
25
Chart 4.6 Chart shows on feel about the price of Honda bikes
Table 4.7 Table shows on opinion about the mileage of Honda bikes
Sl. No
Particulars
Highly satisfied
satisf ied
Neutr al
Dissatisfi ed
Highly dissatisfi ed
Total score
Me an scor e
1
No of respondents
38
30
10
14
8
2
Score
190
120
30
28
8
376
3.7 6
Source: Primary data
26
Inference From the above table it was found out that most of the respondents were highly satisfied with opinion about the mileage of Honda bikes because the mean score is 3.76.
Chart 4.7 Chart shows on opinion about the mileage of Honda bikes
Table 4.8 Table shows on opinion about the aesthetics of Honda bikes Sl. No Particulars Highly satisfied satisfied Neutral Dissatisfied Highly Total Mean
dissatisfied score score
27
1
No of respondents
14
46
24
10
6
2
Score
70
184
72
20
6
352
3.52
Source: Primary data
Inference From the above table it was found out that most of the respondents were satisfied with opinion about the aesthetics of Honda bikes because the mean score is 3.52.
Chart 4.8 Chart shows on opinion about the aesthetics of Honda bikes
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Table 4.9 Table shows on feel about the Honda customer service Sl. No Particulars Highl y satisfi ed 1 No of responden ts 2 Score 130 160 66 16 4 376 3.76 26 40 22 8 4 satisfie Neutral d Dissatisfi ed Highly dissatisfied Tota l scor e Mean score
Source: Primary data
Inference From the above table it was found out that most of the respondents were satisfied with feel about the Honda customer service because the mean score is 3.76.
29
Chart 4.9 Chart shows on feel about the Honda customer service
Table 4.10 Table shows on happy with your Honda bike reputation Sl. No Particula rs Highl y satisfi ed 1 No of responde nts 2 Score 150 152 48 20 6 376 3.76 30 38 16 10 6 satisfie Neutral d Dissatisfi ed Highly dissatisfie d Tota l scor e Mea n scor e
Source: Primary data
30
Inference From the above table it was found out that most of the respondents were satisfied with happy with your Honda bike reputation because the mean score is 3.76.
Chart 4.10 Chart shows on happy with your Honda bike reputation
Table 4.11 Table shows on happy with your Honda bike reliability
Sl. No
Particular Highl s y satisfi ed
satisfied Neutr al
Dissati Highly sfied ed
Total
Mean score
dissatisfi score
31
1
No of responde nts
12
40
26
14
8
2
Score
60
160
78
28
8
334
3.34
Source: Primary data
Inference From the above table it was found out that most of the respondents were satisfied with happy with your Honda bike reliability because the mean score is 3.34.
Chart 4.11 Chart shows on happy with your Honda bike reliability
32
Table 4.12
Sl. No
Particula rs
Highly satisfied
satisfied Neutral
Dissatis fied
Highly dissatisfie d
Tot al scor e
Mea n scor e
1
No of responde nts
38
30
18
8
6
2
Score
190
120
54
16
6
386
3.86
Table shows on opinion about the Honda bike riding Source: Primary data
Inference From the above table it was found out that most of the respondents were highly satisfied with opinion about the Honda bike riding because the mean score is 3.86.
33
Chart 4.1.12 Chart shows on opinion about the Honda bike riding
Table 4.13 Table shows on satisfied with the special offer for Honda Sl. No Particulars Highl y satisfi ed 1 No of responden ts 2 Score 140 168 24 28 8 368 3.68 28 42 8 14 8 satisfie Neut d ral Dissatisf ied Highly dissatisfied Total score Mean score
Source: Primary data
Inference From the above table it was found out that most of the respondents were satisfied with the special offer for Honda because the mean score is 3.68.
34
Chart 4.13 Chart shows on satisfied with the special offer for Honda
Table 4.14 Table shows on feel about Honda show room
35
Sl. No
Particul ars
Highly satisfie d
satisfi Neutra ed l
Dissatisfie d
Highly dissatisfie d
Tota l scor e
Mean score
1
No of respond ents
36
32
20
8
14
2
Score
180
128
60
16
14
398
3.98
Source: Primary data
Inference From the above table it was found out that most of the respondents were highly satisfied with feel about Honda show room because the mean score is 3.86.
Chart 4.14 Chart shows on feel about Honda show room
36
Table 4.15 Table shows on feel about the Honda bike resale value in the market
Sl. No
Particulars
Highl y satisfi ed
satisfie d
Neutra l
Dissatisfi ed
Highly dissatisfie d
Total score
Mean score
1
No of respondents
14
48
16
10
12
2
Score
70
192
48
20
12
342
3.42
Source: Primary data
Inference From the above table it was found out that most of the respondents were satisfied with feel about the Honda bike resale value in the market because the mean score is 3.86.
37
Chart 4.15 Chart shows on feel about the Honda bike resale value in the market
Table 4.16 Table shows on feel in availability of Honda bike in our show room Sl. No Particulars Highly satisfie Neutra l Dissati Highly sfied dissatisfi ed Tota l scor e 1 No of respondents 42 28 14 6 10 Mea n scor e
satisfied d
2
Score
210
112
42
12
10
386
3.86
Source: Primary data
Inference
38
From the above table it was found out that most of the respondents were highly satisfied with feel in availability of Honda bike in our show room because the mean score is 3.86.
Chart 4.16 Chart shows on feel in availability of Honda bike in our show room
Table 4.17 Table shows on opinion about the Honda bikes features
39
Sl. No
Particulars
Highl y satisfi ed
satisfie d
Neutra l
Dissati Highly sfied dissatisfi ed
Total score
Mean score
1
No of respondents
20
46
12
12
10
2
Score
100
184
36
24
10
354
3.54
Source: Primary data
Inference From the above table it was found out that most of the respondents were satisfied with opinion about the Honda bikes features because the mean score is 3.54.
Chart 4.17 Chart shows on opinion about the Honda bikes features
40
Table 4.18 Table shows on opinion about the Honda Sl. No Particulars No of respondents 1 2 Good mileage Low maintenance cost 3 4 5 Style Normal price All the above 18 12 10 18 12 10 30 30 30 30 Percentage
Total Source: Primary data
100
100
Inference From the above table shows 30% of the respondents are like good mileage, 30% of the respondents are like the low maintenance cost, 18% of the respondents are like style, 12% of the respondents are like the normal price, 10% of the respondents are don’t like all the above.
41
Chart 4.18 Chart shows on opinion about the Honda
Table 4.19 Table shows on what features do you like upon before purchasing Honda Sl. No Particulars No of respondents 1 2 3 4 5 Mileage Weight Pickup Resale value Maintenance cost 42 20 14 10 14 20 42 14 10 14 Percentage
Total Source: Primary data
100
100
42
Inference From the above table shows 42% of the respondents are like the mileage, 20% of the respondents are like the weight, 14% of the respondents are like pickup, 14% of the respondents are like maintenance cost, and 10% of the respondents are like the resale value.
Chart 4.19 Chart shows on what features do you like upon before purchasing Honda
Table 4.20 Table shows on recommend to your friends & colleagues to purchase Honda bikes
S .no
Particulars
No of respondents
Percentage
1
Yes
62
62
43
2
No
38
38
Total Source: Primary data
100
100
Inference From the above table shows 62% of the respondents are says that Yes, 38% respondents are says that No.
Chart 4.20 Chart shows on recommend to your friends & colleagues to purchase Honda bikes
44
CHAPTER V
5.1 FINDINGS In the light of the analytical work that the research has the lowing findings were made. ? The study says that 44 respondent know the brand Honda through T.V ? The study says 38 respondents are satisfied in the quality of Honda. ? The study says that 43 respondents are using bike for the purpose of travelling long distance to working place. ? The study says that 38 respondents are feeling that the price of the bike is reasonable. ? The study says that 40 respondents are having good opinion regarding the service provided by the dealer ? The survey repealed that the main factor which influences to Honda two wheeler is the fuel efficiency 39 respondents. ? Out of 100 respondents 38 are satisfied with the performance of the bike. ? The study says that 42 respondent are feeling good about the showroom arrangements. ? The study says that 48 respondents are having positive opinion about the availability of Honda spare parts. ? The study says that 48 respondents are satisfied with the resale value of the bike. ? The study says that 52 respondents are satisfied about the quality of the bike. ? The study says that 42 respondents are satisfied with the special offers provided by the Honda bike. ? The study says that 62 respondents are having recommended to others to purchase Honda bike.
45
5.2 SUGGESTIONS
? To increase the awareness of Honda bikes.
? The Festival offers should be enhanced to attract new customers and also to boost up the sales. ? To attract the special offer for free insurance and registration. ? To increase stock availability. ? Allow more credit facilities to increase the sales. ? Try to launch special offers for festival as every four or five months as possible. ? Give more price offers to increase the sales. ? Try to improve the after sales service. ? Market planning are not enough to reach the goal. ? The organization should take necessary step to increase their sales network.
46
5.3 CONCLUSTION The Researcher has been collected and analyzed the data from Honda, regarding the Brand Awareness about Honda products. To enrich the study, the researcher has been used the statistical tools that is mainly percentage Analysis, also used the sampling technique that is sample survey method. To make of study as well as gain knowledge the researcher has set the following objectives that they are; the Primary Objectives of study about the Brand Awareness of Hero Honda in SRI MEENAKSHI MOTORS PVT.LTD., The Secondary Objectives, To study about the buying behavior of Customers, To study about the Seven Dimensions of Quality with influence in Honda, To study about the customer’s opinion to improve the Brand Awareness of Honda. And thoroughly analysis about the Brand Awareness of Honda. From this entire study regarding the Brand Awareness of Honda has helped the researcher to gain development, as practical and theoretical knowledge and the confidence of collecting the data from the people. This study has helped the researcher a lot of learn and work in MNC’s. From this entire study regarding the Brand Awareness of Honda has helped the researcher to gain development, as piratical and theoretical knowledge and the confidence of collecting the data from the people. The Researcher has been collected and analyzed the data from Honda, regarding the Brand Awareness about Honda products.
APPENDICES
47
A STUDY ON BRAND AWARENESS TOWARDS HONDA TWO WHEELER IN SRI MEENAKSHI MOTORS Name:…………………………… Age:…………………………….. Sex:……………………………. Place:…………………………..
1. How you know about this brand awareness? a) TV c) Relatives [ ] [ ] b) News paper [ ] d) Friends [ ]
2. Which of the factor influenced you to choose the Honda bikes?
a) Price
[ ] [ ]
b) Quality e) Performance
[ ] [ ]
c) Aesthetics [ ]
d) Reputation
3. What is your opinion about the quality of Honda bikes? a) H ighly Satisfied d) Dissatisfied [ ] [ ] b) Satisfied [ ] c) Neutral [ ]
e) Highly Dissatisfied [ ]
4. How do you feel about the Honda bikes Performance? a) Highly Satisfied d) Dissatisfied [ ] [ ] b) Satisfied [ ] c) Neutral [ ]
e) Highly Dissatisfied [ ]
5. What is your opinion about the feature of Honda bikes? a) Highly Satisfied [ ] b) Satisfied [ ] c) Neutral [ ]
48
d) Dissatisfied
[ ]
e) Highly Dissatisfied
[ ]
6. How do you feel about the Price of Honda bikes? a) Highly Satisfied d) Dissatisfied [ ] [ ] b) Satisfied e) Highly Dissatisfied [ ] [ ] c) Neutral [ ]
7. What is your opinion about the Mileage of Honda bikes? a) Highly Satisfied d) Dissatisfied [ ] [ ] b) Satisfied e) Highly Dissatisfied [ ] [ ] c) Neutral [ ]
8. What is your opinion about the Aesthetics of Honda bikes? a) Highly Satisfied d) Dissatisfied [ ] [ ] b) Satisfied e) Highly Dissatisfied [ ] [ ] c) Neutral [ ]
9. How do you feel about the Honda Customer Service? a) Highly Satisfied d) Dissatisfied [ ] [ ] b) Satisfied e) Highly Dissatisfied [ ] [ ] c) Neutral [ ]
10. Do you feel happy with your Honda bike Reputation? a) Highly Satisfied d) Dissatisfied [ ] [ ] b) Satisfied e) Highly Dissatisfied [ ] [ ] c) Neutral [ ]
11. Do you feel happy with your Honda bike Reliability? a) Highly Satisfied d) Dissatisfied [ ] [ ] b) Satisfied e) Highly Dissatisfied [ ] [ ] c) Neutral [ ]
12. What is your opinion about the Honda bike riding? a) Highly Satisfied [ ] [ ] b) Satisfied [ ] c) Neutral
49
d) Dissatisfied
[ ]
e) Highly Dissatisfied [ ]
13. Are you satisfied with Special offers for Honda? a) Highly Satisfied d) Dissatisfied [ ] [ ] b) Satisfied e) Highly Dissatisfied [ ] [ ] c) Neutral [ ]
14. How do you feel about Honda Show Room? a) Highly Satisfied d) Dissatisfied [ ] [ ] b) Satisfied e) Highly Dissatisfied [ ] [ ] c) Neutral [ ]
15. How do you feel about the Honda bike Resale’s value in the Market? a) Highly Satisfied d) Dissatisfied [ ] [ ] b) Satisfied e) Highly Dissatisfied [ ] [ ] c) Neutral [ ]
16. How do you feel in availability of Honda bikes in our Show Room? a) Highly Satisfied d) Dissatisfied [ ] [ ] b) Satisfied e) Highly Dissatisfied [ ] [ ] c) Neutral [ ]
17. What is your opinion about the Honda bikes Feature? a) Highly Satisfied d) Dissatisfied [ ] [ ] b) Satisfied e) Highly Dissatisfied [ ] [ ] c) Neutral [ ]
18. What is your opinion about the Honda? a) Good mileage d) Normal price [ ] [ ] b) Low Maintenance cost [ ] e) All the above [ ] c) Style [ ]
19. What features do you look upon before purchasing Honda? a) Mileage [ ] b) Weight [ ] c) Pickup [ ]
50
d) Resale Value
[ ]
e) Maintenance cost
[ ]
20. Would you recommend to your friends & colleagues to purchase Honda Bikes? a) Yes [ ] b) No [ ]
BIBLIOGRAPHY
References
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1. Sherlekar.S.A, 2007, 13th Edition Marketing management, Himalaya
publishing house Pvt.Ltd;
2. James R.Evans, 2005, 4th Edition. Total quality management, Thomson
south-western.
3. Sharma J.K, 2007, 2nd Edition. Business Statics, Dorling Kindersley(India)
Pvt.Ltd.
4. Donald H. Mc Burney, 2002,
5th
Edition. Research methodology, Thomson
wadsworth. Website: • • www.dreams.honda.com www.brandawarness.com
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