A

BUSINESS TRAINING
PROJECT REPORT
(Course Code:BBA 211C)
On

A
STUDY ON IMPACT OF AFTER SALES SERVIES ON
BUYING BEHABIOUR OF TWO WHEELER OF KOSHAL
MOTORS

A
Submitted in partial fulfillment for the award of the degree of

Bachelor of Business Administration

From University of Kota, Kota (Raj.).
Academic Session 2015-2016

FACULTY GUIDE

SUBMITTED BY

MRS DAYAWANTI GARG

PRIYANSHU SONI

OKIMR, Kota

Enrolment no:13/34019
BBA- 3rd year

OM KOTHARI INSTITUTE OF MANAGEMENT AND RESEARCH,

KOTA
(AFFILIATED TO UNIVERSITY OF KOTA, KOTA)
OM KOTHARI INSTITUTE OF MANAGEMENT & RESEARCH
A-1, Special I.P.I.A. Jhalawar Road, Kota-324005
(Affiliated to University of Kota, Kota and Approved by Government of Rajasthan)
(Sponsored by Om Kothari Foundation, Kota)

CERTIFICATE
This is to certify that Mr Priyanshu soni a student of BBA IIIrd Year at OM
KOTHARI INSTITUTE OF MANAGEMENT AND RESEARC has completed
HONDA TWO WHEELER COMPANY. This project has been completed after
studying for one year in BBA course and for partially fulfilling the requirements for
award of degree of Bachelor of Business Administration of University of Kota.
The Summer Training Project has been evaluated and viva-voce conducted by the
undersigned panal of Examiners. The project has been found Satisfactory
unsatisfactory and is recommended / not recommended for acceptance.

Internal Examiner

External Examiner

Place: Kota
Date:

OM KOTHARI INSTITUTE OF MANAGEMENT & RESEARCH

A-1, Special I.P.I.A. Jhalawar Road, Kota-324005
(Affiliated to University of Kota, Kota and Approved by Government of Rajasthan)
(Sponsored by Om Kothari Foundation, Kota)

CERTIFICATE
This is to certify that Mr Priyanshu soni a student of BBA IIIrd Year at OM
KOTHARI INSTITUTE OF MANAGEMENT AND RESEARCH has completed
HONDA TWO WHEELER COMPANY. This project has been completed after
studying for one year in BBA course and for partially fulfilling the requirements for
award of degree of Bachelor of Business Administration of University of Kota.
The Summer Training Project has been evaluated and viva-voce conducted by the
undersigned panal of Examiners. The project has been found Satisfactory
unsatisfactory and is recommended / not recommended for acceptance.

Principal

Faculty Guide

Dr. Geeta Gupta

Mrs.DAYAWANTI GARG

Place: Kota
Date:

DECLARATION

I hereby declare that the presented Business/Industrial Training Report titled

HONDA TWO WHEELER COMPANY is based on the original work done by
me and indebtedness on other work / publication has been duly acknowledge at
relevant places.

PRIYANSHU SONI
BBA PART IIIrd YEAR
Enrolment No. 13/34019
Session: 2015-2016

Acknowledgement
Its great privilege & honor to have an opportunity to undertake summer training at
HONDA COMPANY, Kota. I pay my sincere thanks to koshal Motors or giving
me this opportunity to work with Koshal Motors & for guiding me through the
whole 3 Months {24-June-2014 to 24-Sep.-2014} training period.
I am grateful to for providing me lot of Sales promotion the training period & in
completion of my project despite their pre-occupation with their work.
Its really very difficult to express feelings about Koshal Motors staff for their help
and support. I am thankful to our colleagues for supporting helps me in my work..
I am also independent all our faculty members for their valuable suggestion and
encouragement they give me whenever I required

Submitted By:
Priyanshu Soni
BBA-IIIyear

DATE:
PLACE:

PREFACE
Bachelor of business administration (BBA) is one of the most reputed professional
courses in the field of Management. This course Includes both theory & application
part of the two required to undergo practical training in an Organization. Summer
training is an exercise by means of which student learn a lot of things which cant be
taught in the classroom. During summer training students come to know about the
principles & Practices of management application in the real working conditions in
an Organization. After completion of Second year students are required to undergo
summer training for eight weeks.

The project study at affective analysis of recruitment of financial consultant was

carried quite in on of the concern of HONDA TWO WHEELER COMPANY
through me. The project is consists of description of the concept of recruitment, its
procedure, its sources, objectives etc. In this project we also apply research
methodology. The interpretation & analysis of the questioner gives the final result &
Conclusion.

EXECUTIVE SUMMARY
Honda

Motor

Co.,

Ltd.

Honda

Giken

Japanese public multinational

corporation primarily known as a manufacturer of automobiles, motorcycles and

power equipment.
Honda has been the world's largest motorcycle manufacturer since 1959, as well as
the world's largest manufacturer of internal combustion enginesmeasured by volume,
producing more than 14 million internal combustion engines each year.Honda
became the second-largest Japanese automobile manufacturer in 2001.Honda was the
eighth

largest

automobile

manufacturer

in

the

world

behind General

Motors, Volkswagen Group, Toyota,Hyundai Motor Group, Ford, Nissan, and PSA
Peugeot Citron in 2011
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, and other products. 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 Honda HA-420 HondaJet, which began production in 2012.
Honda has three joint-ventures in China (Honda China, Dongfeng Honda,
and Guangqi Honda).
In 2013, Honda invested about 5.7% (US$6.8 billion) of its revenues in research and
development. Also in 2013, Honda became the first Japanese automaker to be a net
exporter to the United States, exporting 108,705 Honda and Acura models, while
importing only 88,357.

History

Throughout his life, Honda's founder, Soichiro Honda had an interest in automobiles.
He worked as a mechanic at the Art Shokai garage, where he tuned cars and entered
them in races. In 1937, with financing from his acquaintance Kato Shichir, Honda
founded Tkai Seiki (Eastern Sea Precision Machine Company) to make piston
rings working out of the Art Shokai garage.After initial failures, Tkai Seiki won a
contract to supply piston rings to Toyota, but lost the contract due to the poor quality
of their products. After attending engineering school without graduating, and visiting
factories around Japan to better understand Toyota's quality control processes, by
1941 Honda was able to mass-produce piston rings acceptable to Toyota, using an
automated process that could employ even unskilled wartime laborers.
Tkai Seiki was placed under control of the Ministry of Commerce and
Industry (called the Ministry of Munitions after 1943) at the start of World War II,
and Soichiro Honda was demoted from president to senior managing director after
Toyota took a 40% stake in the company. Honda also aided the war effort by assisting
other companies in automating the production of military aircraft propellers. The
relationships Honda cultivated with personnel at Toyota, Nakajima Aircraft
Company and the Imperial Japanese Navy would be instrumental in the postwar
period. A US B-29 bomber attack destroyed Tkai Seiki's Yamashita plant in 1944,
and the Itawa plant collapsed in the 1945 Mikawa earthquake, and Soichiro Honda
sold the salvageable remains of the company to Toyota after the war for 450,000,
and used the proceeds to found the Honda Technical Research Institute in October
1946. With a staff of 12 men working in a 16 m2 (170 sq ft) shack, they built and sold
improvised motorized bicycles, using a supply of 500 two-stroke 50 cc Tohatsu war
surplus radio generator engines. When the engines ran out, Honda began building
their own copy of the Tohatsu engine, and supplying these to customers to attach their
bicycles.

TABLE OF CONTENTS
DECLARATION
ACKNOWLEDGEMENT
PREFACE
EXECUTIVE SUMMARY
TABLE OF CONTENTS

4-4
5-5
6-6
7-8
9-9

COMPANY PROFILE

Page no.
10-20

PROJECT PROFILE

21-28

RESEARCH METHODOLOGY

29-35

DADA ANAYSIS

36-53

CONCLUSION

54-55

SUGGESATION

56-57

BIBLIOGRAPHY

58-58

CHAPTER : 1
COMPANY PROFILE
INTRODUCTION OF INDUSRY
HISTORY OF COMPANY

10

INTRODUCTION OF INDUSTERY
Honda

Motor

Co.,

Ltd.

Honda

Giken

Japanese public multinational

corporation primarily known as a manufacturer of automobiles, motorcycles and

power equipment.
Honda has been the world's largest motorcycle manufacturer since 1959, as well as
the world's largest manufacturer of internal combustion enginesmeasured by volume,
producing more than 14 million internal combustion engines each year.Honda
became the second-largest Japanese automobile manufacturer in 2001.Honda was the
eighth

largest

automobile

manufacturer

in

the

world

behind General

Motors, Volkswagen Group, Toyota,Hyundai Motor Group, Ford, Nissan, and PSA
Peugeot Citron in 2011
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, and other products. 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 Honda HA-420 HondaJet, which began production in 2012.
Honda has three joint-ventures in China (Honda China, Dongfeng Honda,
and Guangqi Honda).
In 2013, Honda invested about 5.7% (US$6.8 billion) of its revenues in research and
development. Also in 2013, Honda became the first Japanese automaker to be a net
exporter to the United States, exporting 108,705 Honda and Acura models, while
importing only 88,357.

History
11

Throughout his life, Honda's founder, Soichiro Honda had an interest in automobiles.
He worked as a mechanic at the Art Shokai garage, where he tuned cars and entered
them in races. In 1937, with financing from his acquaintance Kato Shichir, Honda
founded Tkai Seiki (Eastern Sea Precision Machine Company) to make piston
rings working out of the Art Shokai garage.After initial failures, Tkai Seiki won a
contract to supply piston rings to Toyota, but lost the contract due to the poor quality
of their products. After attending engineering school without graduating, and visiting
factories around Japan to better understand Toyota's quality control processes, by
1941 Honda was able to mass-produce piston rings acceptable to Toyota, using an
automated process that could employ even unskilled wartime laborers.
Tkai Seiki was placed under control of the Ministry of Commerce and
Industry (called the Ministry of Munitions after 1943) at the start of World War II,
and Soichiro Honda was demoted from president to senior managing director after
Toyota took a 40% stake in the company. Honda also aided the war effort by assisting
other companies in automating the production of military aircraft propellers. The
relationships Honda cultivated with personnel at Toyota, Nakajima Aircraft
Company and the Imperial Japanese Navy would be instrumental in the postwar
period. A US B-29 bomber attack destroyed Tkai Seiki's Yamashita plant in 1944,
and the Itawa plant collapsed in the 1945 Mikawa earthquake, and Soichiro Honda
sold the salvageable remains of the company to Toyota after the war for 450,000,
and used the proceeds to found the Honda Technical Research Institute in October
1946. With a staff of 12 men working in a 16 m2 (170 sq ft) shack, they built and sold
improvised motorized bicycles, using a supply of 500 two-stroke 50 cc Tohatsu war
surplus radio generator engines. When the engines ran out, Honda began building
their own copy of the Tohatsu engine, and supplying these to customers to attach their
bicycles. This was the Honda A-Type, nicknamed the Bata Bata for the sound the
engine made. In 1949, the Honda Technical Research Institute was liquidated for
12

1,000,000, or about US$5,000 today; these funds were used to incorporate Honda
Motor Co., Ltd. At about the same time Honda hired engineer Kihachiro Kawashima,
and Takeo Fujisawa who provided indispensable business and marketing expertise to
complement Soichiro Honda's technical bent. The close partnership between Soichiro
Honda and Fujisawa lasted until they stepped down together in October 1973.
The first complete motorcycle, with both the frame and engine made by Honda, was
the 1949 D-Type, the first Honda to go by the name Dream. Honda Motor Company
grew in a short time to become the world's largest manufacturer of motorcycles by
1964
The first production automobile from Honda was the T360 mini pick-up truck, which
went on sale in August 1963. Powered by a small 356-cc straight-4 gasoline engine, it
was classified under the cheaper Kei car tax bracket. The first production car from
Honda was the S500 sports car, which followed the T360 into production in October
1963. Its chain-driven rear wheels pointed to Honda's motorcycle origins.
Over the next few decades, Honda worked to expand its product line and expanded
operations and exports to numerous countries around the world. In 1986, Honda
introduced the successful Acura brand to the American market in an attempt to gain
ground in the luxury vehicle market. The year 1991 saw the introduction of
the Honda NSX supercar, the first all-aluminum monocoque vehicle that incorporated
a mid-engine V6 with variable-valve timing.
CEO Tadashi Kume was succeeded by Nobuhiko Kawamoto in 1990. Kawamoto was
selected over Shoichiro Irimajiri, who oversaw the successful establishment of Honda
of America Manufacturing, Inc. in Marysville, Ohio. Both Kawamoto and Irimajiri
shared a friendly rivalry within Honda, and Irimajiri would resign in 1992 due to
health issues.
Following the death of Soichiro Honda and the departure of Irimajiri, Honda found
itself quickly being outpaced in product development by other Japanese automakers
and was caught off-guard by the truck and sport utility vehicle boom of the 1990s, all

13

which took a toll on the profitability of the company. Japanese media reported in
1992 and 1993 that Honda was at serious risk of an unwanted and hostile takeover
by Mitsubishi Motors, who at the time was a larger automaker by volume and flush
with profits from their successful Pajero and Diamante.
Kawamoto acted quickly to change Honda's corporate culture, rushing through
market-driven product development that resulted in recreational vehicles such as the
first generation Odyssey and the CR-V, and a refocusing away from some of the
numerous sedans and coupes that were popular with Honda's engineers but not with
the buying public. The most shocking change to Honda came when Kawamoto ended
Honda's successful participation in Formula One after the 1992 season, citing costs in
light of the takeover threat from Mitsubishi as well as the desire to create a more
environmentally-friendly company image.
Later, 1995 gave rise to the Honda Aircraft Company with the goal of producing jet
aircraft under Honda's name.
On 23 February 2015, Honda announced that CEO and President Takanobu Ito would
step down and be replaced by Takahiro Hachigo by June; additional retirements by
senior managers and directors were expected.

Corporate profile and divisions

14

Honda headquartersbuilding in Minato, Tokyo

Honda is headquartered in Minato, Tokyo, Japan. Their shares trade on the Tokyo
Stock Exchange and the New York Stock Exchange, as well as exchanges in Osaka,
Nagoya, Sapporo, Kyoto, Fukuoka, London, Paris and Switzerland.
The company has assembly plants around the globe. These plants are located in
China, the United States, Pakistan, Canada, England, Japan, Belgium, Brazil,
Mxico, New Zealand, Malaysia, Indonesia, India, Philippines, Thailand, Vietnam,
Turkey, Taiwan, Per and Argentina. As of July 2010, 89 percent of Honda and Acura
vehicles sold in the United States were built in North American plants, up from 82.2
percent a year earlier. This shields profits from the yen's advance to a 15-year high
against the dollar.
Honda's Net Sales and Other Operating Revenue by Geographical Regions in 2007[26]
Geographic
Region

Total revenue (in millions of )

Japan

1,681,190

North America

5,980,876

Europe

1,236,757

15

Geographic
Region

Total revenue (in millions of )

Asia

1,283,154

Others

905,163

American Honda Motor Company is based in Torrance, California. Honda Racing

Corporation (HRC) is Honda's motorcycle racing division. Honda Canada Inc. is
headquartered in Markham, Ontario,[27] their manufacturing division, Honda of
Canada Manufacturing, is based in Alliston, Ontario. Honda has also created joint
ventures around the world, such as Honda Siel Cars and Hero Honda Motorcycles in
India, Guangzhou Honda and Dongfeng Honda in China, Boon Siew Honda in
Malaysia and Honda Atlas in Pakistan.
Following the Japanese earthquake and tsunami in March 2011 Honda announced
plans to halve production at its UK plants. The decision was made to put staff at the
Swindon plant on a 2-day week until the end of May as the manufacturer struggled to
source supplies from Japan. It's thought around 22,500 cars were produced during
this period.
Motorcycles
For a list of motorcycle products, see List of Honda motorcycles.
Honda is the largest motorcycle manufacturer in Japan and has been since it started
production in 1955.[12] At its peak in 1982, Honda manufactured almost three million
motorcycles annually. By 2006 this figure had reduced to around 550,000 but was
still higher than its three domestic competitors.[12]

16

During the 1960s, when it was a small manufacturer, Honda broke out of the
Japanese motorcycle market and began exporting to the U.S. Working with the
advertising agency Grey Advertising, Honda created an innovative marketing
campaign, using the slogan "You meet the nicest people on a Honda." In contrast to
the prevailing negative stereotypes of motorcyclists in America as tough, antisocial
rebels, this campaign suggested that Honda motorcycles were made for the
everyman. The campaign was hugely successful; the ads ran for three years, and by
the end of 1963 alone, Honda had sold 90,000 motorcycles.
Taking Honda's story as an archetype of the smaller manufacturer entering a new
market already occupied by highly dominant competitors, the story of their market
entry, and their subsequent huge success in the U.S. and around the world, has been
the subject of some academic controversy. Competing explanations have been
advanced to explain Honda's strategy and the reasons for their success.
The first of these explanations was put forward when, in 1975, Boston Consulting
Group (BCG) was commissioned by the UK government to write a report explaining
why and how the British motorcycle industry had been out-competed by its Japanese
competitors. The report concluded that the Japanese firms, including Honda, had
sought a very high scale of production (they had made a large number of motorbikes)
in order to benefit from economies of scale and learning curve effects. It blamed the
decline of the British motorcycle industry on the failure of British managers to invest
enough in their businesses to profit from economies of scale and scope.

2004 Honda Super Cub

17

The second explanation was offered in 1984 by Richard Pascale, who had
interviewed the Honda executives responsible for the firm's entry into the U.S.
market. As opposed to the tightly focused strategy of low cost and high scale that
BCG accredited to Honda, Pascale found that their entry into the U.S. market was a
story of "miscalculation, serendipity, and organizational learning" in other words,
Honda's success was due to the adaptability and hard work of its staff, rather than any
long term strategy.[37] For example, Honda's initial plan on entering the US was to
compete in large motorcycles, around 300 cc. Honda's motorcycles in this class
suffered performance and reliability problems when ridden the relatively long
distances of the US highways. When the team found that the scooters they were using
to get themselves around their U.S. base of San Francisco attracted positive interest
from consumers that they fell back on selling the Super Cub instead.
The most recent school of thought on Honda's strategy was put forward by Gary
Hamel and C. K. Prahalad in 1989. Creating the concept of core competencies with
Honda as an example, they argued that Honda's success was due to its focus on
leadership in the technology of internal combustion engines. [38] For example, the high
power-to-weight ratio engines Honda produced for its racing bikes provided
technology and expertise which was transferable into mopeds. Honda's entry into the
U.S. motorcycle market during the 1960s is used as a case study for teaching
introductory strategy atbusiness schools worldwide.
Power equipment
Production started in 1953 with H-type engine (prior to motorcycle).
Honda power equipment reached record sales in 2007 with 6.4 million units. By
2010 (Fiscal year ended 31 March) this figure had decreased to 4,7 million units.
[42]

Cumulative production of power products has exceeded 85 million units (as of

September 2008).
Honda power equipment includes:

Engine

18

Tiller

Lawn mower

Robotic lawn mower

Riding mower

Trimmer

Mower

Blower

Sprayer

Hedge trimmer

Snowthrower

Generator, welding power supply

Pumps

Outboard engine

Inflatable boat

Electric 4-wheel Scooter

Compact Household CogenerationUnit

Engines

Honda Outboard motor on apontoon boat

Honda engines powered the entire 33-car starting field of the 2010 Indianapolis
500[44] and for the fifth consecutive race, there were no engine-related retirements
during the running of the Memorial Day Classic.

19

In the 1980s Honda developed the GY6 engine for use in motor scooters. Although
no longer manufactured by Honda it is still commonly used in many Chinese, Korean
and Taiwanese light vehicles.[46]
Honda, despite being known as an engine company, has never built a V8 for
passenger vehicles. In the late 1990s, the company resisted considerable pressure
from its American dealers for a V8 engine (which would have seen use in top-of-theline Honda SUVs and Acuras), with American Honda reportedly sending one dealer a
shipment of V8 beverages to silence them. Honda considered starting V8 production
in the mid-2000s for larger Acura sedans, a new version of the high end NSX sports
car (which previously used DOHC V6 engines with VTEC to achieve its high power
output) and possible future ventures into the American full-size truck and SUV
segment for both the Acura and Honda brands, but this was cancelled in late 2008,
with Honda citing environmental and worldwide economic conditions as reasons for
the termination of this project.

CHAPTER:2
PROJECT PROFILE
20

CONSUMER BUYING BEHAVIOUR

CONSUMER BUYING BEHVIOUR

The main aim of marketing is meet and satisfy target customers need and wants buyer
behavior refers to the peoples or organization conduct activities and together with the
impact of various influence on them towards making decision on purchase of product
and service in a market. The field of consumer behavior studies how individuals,
groups and organization select, buy, use and dispse of goods, service, ideas, or

21

experience to satisfy their needs and desires understanding consumer behavior and
knowing customer are never simple. The wealth of products and service produced in
a country make our economy strong. The behavior of human being during the
purchase is being termed as Buyer Behavior. Customer says one thing but do
another. They may not be in touch with their deeper motivations. They are responding
to influences that change their mind at the last minute. A buyer makes take a decision
whether save or spend the money.

Definition of Buyer Behavior:Buyer behavior is all psychological, Social and physical behaviors of potential
customers as they become aware of evaluate, purchase, consume and tell others about
product & service.

Consumer Buying Decision Process

There are following five stages in consumer buying decision process.

1. Problem identification:The buying process starts when the buyer recognizes a problem or need. The need
can be triggered by internal or external stimuli. Marketers need to identify the
circumstances that trigger a particular need. By gathering information from a number
of consumers, Marketers can identify the most frequent stimuli that spark an interest
in a product category. They can then develop marketing strategies that trigger
consumer interest.
22

2. Information Search:The consumer tries to collect information regarding various products/service.

Through gathering information, the consumer learns about completing brands and
their features. Information may be collected form magazines, catalogues, retailers,
friends, family members, business association, commercial, chamber of commerce,
telephone directory, tradefair etc. Marketers should find out the source of information
and their relative degree of importance to the consumes.
Personal Sources: Family, friends, neighbor, as quittances.
Commercial Source: Advertising, sales persons, dealers, packaging, displays.
Public sources: mass media, consumer, rating organizations.
Experimental sources: Handling. Examine, using the product.

3.

Evaluation of alternative:-

There is no single process used by all consumers by one consumer in all buying
situations. There is several First, the consumer processes, some basic concepts are:
First, the consumer is trying to satisfy need.
Second, the consumer is looking for certain benefits from the product solutions.
The marketer must know which criteria the consumer will use in the
purchase decision.

4 . Choice of purchasing decision:-

23

From among the purchase of alternatives the consumer makes the solution. It may be
to buy or not to buy. If the decision is to buy. The other additional decisions are:
Which types of bike he must buy?
From whom to buy a bike?
How the payment to be made? And so on.
The marketer up to this stage has tried every means to influence the
purchase behavior, but the choice is properly consumers. In the evaluation stage the
consumer forms preferences among the brands in the choice set. The consumer may
also form an intention to but the most preferred brand.

5. Post Purchase Behavior:After purchase the product, the consumer will experience the same level of product.
The Marketers job not end when the product is buying must monitor post-purchase
satisfaction, post-purchase action, post-purchase use and disposal

Post Purchase Satisfaction:-

The buyer, S satisfaction is a function Of closeness between the buyer, S

expectation and the products Perceiver performance. The larger the gap between
expectation and performance, the
g greater the consumer dissatisfaction.

24

Post purchase Action:-

The Consumer, S satisfaction or dissatisfaction with the product influence subsequent

behavior. If the consumer satisfied, he or she will exhibit a higher probability of
purchasing the product again. Dissatisfaction consumer may abandon and return the
product.

Post-Purchase Use or Disposal:The marketer should also monitor new buyers use and dispose of the product.

If the consumer store the product in a close, the product is probably not very
satisfying. If the consumer throws the product away, the marketer needs to know how
they dispose of it; especially it can be hurt the environment.

Characteristic of Buyer Behaviors

The chief characteristics of the buyers behaviors are as follow:(1) It consists of mental and physical activities which consumers undertake to get
goods and services and obtain satisfaction from them.

25

(2) It includes both observable activities such as walking through the market to
examine merchandise and making a purchase and mental activities-such as forming
attitudes, perceiving advertising material, and learning to prefer particular brands.

(3) Consumer behaviors are very complex and dynamic to constantly changing. And
therefore, management need to adjust with the change otherwise market may be lot.

(4) The individuals specific behaviors in the market place is affected by internal
factor, such as need , motives, perception, and attitudes, as well as by external of
enviourmenatal influences such as the family social groups, culture, economics and
business influences.

PROBLEM DEFINATION
To know the best consumer buying behavior and demand into the minds of
consumer of Surat city because always consumer say something and does something.
There are many companies manufacturing motorcycles into the market, at the same
time as there are many companies manufacturing motorcycles, idea about thinking of
customer on whether, what, how, and for whom to purchase the motorcycle.

26

Therefore, research is required to measure present consumer buying behavior

at the purchase of Honda bike. so the researcher problem is to identify what are the
criteria that prospective customer takes into consideration before buying the
motorcycles.

SCOPE OF STUDY
The main scope of the study is limited to Surat city.
It also analysis the benefits accruing to the company as a result of those
service.
This study has been made to find the level of satisfaction the customer has
regarding the service provider by bike place.

OBJECTIVES OF STUDY
To know market position of Honda bike in the market.

27

 To know consumer behavior for purchase of two wheeler bike.

Limitations of study
When the buyers are busy we cant get accurate data from them.
According to the time limit of our project we can cover only the some area.
During survey some respondents may not give answer in a proper manner.

CHAPTER:-3
28

RESEARCH METHDOLOGY
INTRODUCTION
RSEARCH DESIGN
SOURCES OF DATA
SAMPLING PLAN
DATA COLLECTION METHOD

RESERCH METHODOLOGY
(A)Introductio
Marketing research is the function which links the consumer, customer
and public to the marketers through information used to identify and define

29

marketing, opportunities and problems, generates refine marketing action; monitor

marketing performance; and improve understanding of marketing as a process.
Marketing research specifies the information required to address these
issues; designs the method for collection information manages and implements the
data collection process; analysis the results and communication the findings and their
implication.

Research definition:
Research is careful inquiry or examination to discover new information
and relationship and to expand and to verify exiting knowledge,
Research always starts with questions or a problem. Its purpose is to find
answer to questions through the application of the scientific method. It is a systematic
and intensive study directed towards a more complete knowledge of the subject
studies.

(B) Research design

Research design is the plan, structure and strategy of investigation conceived
so as to obtain answer to research question and to control variance.

30

- BY KERLINGER
From definition it is evident that research design is ore or less a blueprint of research.
At the outset may be noted that there are several ways of studying and
tackling a problem. There is no signal perfect design. The research design can be
classified in to true broad categories:

(A) Exploratory
(B)

Descriptive

(C) Casual
Exploratory research is focus on the discovery of ideas. Exploratory research is
carried out to define problems and developed hypothesis to test later. An exploratory
study is generally based on the secondary data that are reading available. It does not
have to change his focus of direction, depending on the availability of new ideas and
relationship among variables.
Descriptive studies are undertaken in many circumstances. Descriptive studies
can be complex, determining a high degree of scientific skill on the part of the
researcher.
Casual research helps in determined cause and effect relationship. Between two or
more variables.

31

The present study seeks to find out the consumers attitude towards buying of bike.
The study also aims at findings out the drawbacks of the marketing set up of Honda
PVT. LTD. So this makes the study a descriptive one.

(D) Sources of Data

The sources of data collection methods are as follows.

a) Primary data:The primary data is that which details we collect first time from the market
and also used first time in the research. We also say that the information is
first time in the research decision. To collect the primary data
questionnaire is prepared structure non-disguise questionnaire is prepared.
b) Secondary data:Secondary data are those data which are already collected by someone for
some purpose and are available for the present study; secondary data are
already collected by the companys records and other librarys books.
When the secondary data are sufficient, the researcher has to be satisfied
with the primary sources of data. Secondary data can be used as bases for
comparison with primary data have been collected by questionnaire.

(E) Data Collection Method

32

Researcher instruments is the tool by which the researcher can do research on

specific problems or objective. The most popular researcher instrument for collection
data is Questionnaire for a particular investigation. It is simple for a moiled set of
questions presented to respondents for their answers. Due to this flexibility, it is most
common instrument used to collect the primary data. During the pre- testing of
questionnaire, I seen the reaction of respondents and suggestions required to make
change in research instrument.
The questionnaire contains three types of questions.

Open-ended question:It is helpful in knowing what is uppermost in the mind of the respondents. It
gives complete freedom to the respondent.

Dichotomous questions :It has only two answers in form yes or n, true or false, use or do not use.
So the respondent is offered two or more choice.

Multiple-choice question:In this, the respondent is offered two or more choice.

(F) Sampling plan

33

Sampling is a process of obtaining. The information about the entire population

by examine a part of it .The effectiveness of the research depends on the sample size
selected for the survey purpose.

(A) sample Site:The survey was conducted in SURAT CITY.

(B)Sampling Unit:It means Who is to be surveyed. Here target population is decided and it is
who are interested to purchase Bike and sampling frame is developed so that every
one in the target population has known chance of being sampled. So the survey is
conducted particularly in Surat City.

(C)Sample size:For the purpose of proper survey, there is need of perfect research instruments
to find out sample size for more accurate result about buying behavior of bike. The
sample size is 100 respondents.

(D)Sampling Method:-

34

A Stratified random sample is one where the population is divided in to

mutually exhaustive strata or sub-group and then a simple random is selected within
each of strata on age groups, occupation etc. It may be noted that stratification does
not means absence of randomness. I use a simple random sampling method.

35

CHAPTER-4
DATA ANALYSIS

1. AGE WISE CLASSIFICTION

Age (in year)
18-20
21-25

No. of respondents
30
37

36

Percentage (%)
30
37

26-30
31-35
36-40
41& above
Total

15
06
07
05
100

15
06
07
05
100

(Sources: Questionnaire-personal Detail)

Comment:Above Graph shows are 30% of respondent in age group of 18-20, 37%of
respondent in age group of 21-25, 15% of respondent in age group of 26-30, 7% and
5% respondent are come in 36-40 and 41&above.
2. OCCUPATION WISE CLASSIFICATION

37

Occupation
Servicemen
Student
Business
Profession
Others
Total

No. of respondents
Percentage (%)
47
47
30
30
12
12
08
08
03
03
100
100
(Sources: Questionnaire-personal detail)

Comment:Above Chart Shows that 47 respondent are Servicemen out of 100 and 30 are
the students. 12 respondents are businessman.

3. INCOME WISE CLASSIFICATION

38

Income Level
<= 5000
5000-10,000
10,000-15,000
15,000-20,000
20,000 Above
Total

No. of respondents
54
25
11
07
03
100

Percentage (%)
54
25
11
07
03
100

(Sources: - Questionnaire Personal Detail)

Comment:- Above graph shows that 54% of respondents are income in

<=5000 income level, Second 25% of respondents are of 5000-10,000
income level. 11% of respondents are of 10,000-15,000, 7% of
respondents are of 15,000-20,000 and remain 3% of respondents above
20,000 of income level.
4. SOURCES OF FINANCE

39

Sources of Finance
By cash
By Loan
Total

No. of respondents
45
55
100

Percentage (%)
45
55
100

(Sources: - QuestionnaireQue.8)

Comment:Above Graph shows that 55 people purchase Honda Bike For

by Loan and 45 people purchase Honda Bike from Cash.

5. ANALYSIS OF PREFERING AUTO MOBILE

Auto Mobiles
Shivani
Dhru
Siddhi
Other
Total

No. of respondents
20
17
11
52 40
100

Percentage (%)
20
17
11
52
100

(Sources: - Questionnaire Que.7)

Comment:Above Chart shows that out of 100, 52 % respondents prefer other

Automobile to purchase bike. 20 % respondents prefer shivani Automobile to
purchase bike.

6. FROM WHICH SOURCE YOU PURCHSE BIKE?

Sources
News Paper
T.V.Advertisement
Friends
Others
Total

No. of respondents
12
14
26
48
100
41

Percentage (%)
12
14
26
48
100

(Sources: - Questionnaire Que.3)

Comment:Above graph shows that 48 % respondents are come to know from the
other. Then 26 % respondents are come to know from the friends. 14 % & 12 %
respondents are come to know from the T.V.Advertisement & news paper.

7 AGE V/S USAGE OF COMPANIES MOTORCYCLE

Age (in

Honda

Bajaj

TVS

Yamaha

Honda

Total

year)
18-20

15

05

03

02

05

30

42

21-25
26-30
31-35
36-40
41& above
Total

23
09
02
01
01
51

06
02
00
2
01
16

03
01
01
02
00
10

03
03
01
01
02
12

02
00
02
01
01
11

37
15
06
07
05
100

(Sources: - Questionnaire personal detail)

Comment: Above Charts shows that 51 respondents are use Honda Companys
Motorcycle. And 16 respondents are using Bajaj bikes.
8. Who is decision maker for purchasing bike in your family?
Sources
Father
Self
Mother
Others
Total

No. of respondents
46
42
10
02
100

43

Percentage (%)
46
42
10
02
100

(Sources: - Questionnaire personal detail & Que-4)

Comment:Above Graph shows that 46 % respondents take decision by father for
purchasing bike. And 42 % respondents are take decision by self for purchasing bike.
9. WHAT FEATURES YOU CONSIDERS WHEN YOU PURCHASE BIKE
PLEASE GIVES THE RANK.

Weightage
Attributes

6
Excellent

5
Very

4
Good

Price
Less

30
18

Good
20
11

18
17

maintenance
Style

21

18

19

44

3
Average

2
Poor

1
Very

16
30
10

Total

Total

10
13

Poor
06
11

100
100

score
426
358

11

21

100

355

Durability
Mileage
Easy Driving
Brand

10
24
20
17

17
19
12
19

16
14
21
14

24
17
23
21

21
09
10
17

12
17
14
12

100
100
100
100

335
381
367
362

Reputation
Color
Pick up
Total

28
19
187

19
22
157

18
15
152

13
20
174

10
14
115

12
10
115

100
100
900

406
382
3370

Attributes
Price
Less maintenance
Style
Durability
Mileage
Easy Driving
Brand Reputation
Color
Pick up
Total

Weightage
426
358
355
335
381
367
362
406
382
3370

45

(Sources: - Questionnaire personal detail & Que-5)

Comment:Above chart show that more no of respondents are give more

weightage to the price.

46

10. RATE THE FOLLOWING ATTRIBUTES OF SHOW ROOM

Attributes

Excellent Very

Available
After Service
Knowledge

30
16
20

Good
24
35
21

Of Sales man
Service
Infrastructure
Total

25
12
103

18
29
127

Good

Average

Poor

Total

18
24
23

16
15
20

12
10
16

100
100
100

27
20
112

19
17
87

11
22
71

100
100
500

47

(Sources: - Questionnaire personal detail & Que-6)

Comment:Above chart shows that 30 respondents out of 100 are available who give
Weight age on the excellent and second 35 respondents out of 100 are after service
who gives Weight age on the Very Good, 23 respondents are Knowledge of salesman
who give Weight age on the good, 27 respondents are service who give Weight age
on the good, 29 respondents are Infrastructure who gives Weight age on the Very
Good.

48

9.

RATE

Attributes

THE

FOLLOWING

SCHEMES

Excellent

Very

Good

Average

Poor

Total

Festival

43

Good
21

12

14

10

100

Offer
Exchange

15

31

29

12

13

100

Offer
Special Gift
Cash

20
11

19
21

30
19

20
34

11
15

100
100

Discount
Anniversary

14

13

12

20

41

100

Offer
Total

103

105

102

100

90

500

ATTRACT YOU MOST.

49

THAT

(Sources: - Questionnaire personal detail & Que-9)

Comment:50

Above graph shows that in festival offer 43 respondents out of

100 are give a excellent, then in exchange offer 31 respondents out of 100
are give a very good rank, in special gift 30 respondents are give a good
rank, in cash discount 34 respondents are give a average rank

10. RATE THE FOLLOWING FEATURE YOU HAVE

PURCHASE HONDA BIKE

Attributes
Mileage
Available
Price
After Service
Pick up
Style
Color
Average
Total

Excellent

Very

Good

Average

Poor

Total

31
14
16
20
21
18
20
27
167

Good
26
25
22
31
36
25
24
24
213

15
32
42
25
17
15
26
20
192

18
16
11
14
15
26
10
15
125

10
13
09
10
11
16
20
14
103

100
100
100
100
100
100
100
100
800

51

(Sources: - Questionnaire personal detail & Que-10)

Comment:-

52

Above graph show that respondents give more weightage to the

price then after they give more weightage to the mileage before purchasing
motorcycle.

CHAPTER: 5
CONCLUSION

53

CONCLUSION
The study shows that 51 respondents are using Honda.
The current trend is that respondents give maximum no of point to price and
mileage.

The study show that 48 respondents are come to know from others and 26
respondents are come to know from friends about Honda bike.

The study shows that 55 respondents are purchase Honda bike by Loan and 45
respondents are purchase Honda bike by cash.

The study shows that 31 respondents are give point to mileage.

The study shows that more no. of respondents gives more weightage to price. The
more no. of serviceman, Students, Businessmen, and others give more weightage
to the price when Professionals give more weightage to the mileage.

54

 The study shows that 46 respondents are father take a decision to purchase bike
And 42 respondents are self take a decision to purchase bike.

The study shows that 30 respondents are give rank to available in show rooms and
35 respondents are give rank to after service.

The study shows that 43 respondents are giving excellent to festival offer and 41
respondents are give poor rank to the anniversary offer.

The study shows that 45 respondents are purchase Honda bike whose salary is
below 5000 income.

CHAPTER-6
SUGGESTIONS
55

SUGGESTIONS

1. Honda should introduce a low price moped

2. For the promotion, company show make road-show that will

3. Increase the sales. The company should give more concentrate on the
advertisement.

56

4. Honda Company should implement a new strategy to reduce the competition

and lead into the bike market.

5. As people expect more mileage per kilometer, company should increase the
mileage of the Honda bike.
6. Honda should make a sports bike like to Kawasaki Suzuki Hyabusa bikes
which can run with maximum speeds.

BIBLIOGRAPHY
Marketing research, G.C.Beri, Third Edition, Tata McGraw

Hill

Publishing Company Limited, New Delhi, 2000

Marketing

management,

Philip

Kotler,

Twelth

(Millennium)

edition, Prentice-Hall of India Private Limited, New Delhi, 2003

www.honda.com
57

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