FIELD STUDY REPORT

On

“A Study on Consumer’s Perception

towards Honda Activa 4G in Lucknow
City”

Towards partial fulfillment of

Bachelor of Business Administration (BBA)

School of Management, Babu Banarasi Das University, Lucknow

Submitted By

Utkarsh Srivastava

BBD 3rd Sem

Roll No- 1170671387

Session 2018-2019

School of Management

Babu Banarasi Das University

Lucknow

i
 DECLARATION

I hereby declare that this Project Report entitled “A Study on Consumer’s Perception

towards Honda Activa 4G in Lucknow City” in the partial fulfillment of the requirement

of Bachelor in Business Administration of Babu Banarasi Das University, Lucknow is

based on primary & secondary data collected by me from various departments, books,

magazines and websites under guidance of my faculty Ms. Ekta.

It is my own work to the best of my knowledge & contains no material written by any

other person.

Utkarsh Srivastava

ii
 ACKNOWLEDGEMENT

I would like to express my gratitude to all those who gave me the possibility to

complete this field work. I would like to thank my college authorities and I am

particularly appreciative to Ms. Ekta who gave her time to assist with my requests

for information, as well as for her guidance and valuable assistance from the offset

of this field work. Her insights and remarks were of great value.

Especially, I would like to give my special thanks to my parents, their love and

blessing enabled me to complete this work.

Utkarsh Srivastava

iii
 PREFACE

Field study work is a part of management studies which is very important for each and

every management student. The purpose of the field work is to enhance the knowledge and

skills of the student and generate scope for the implementation of his/her acquired skills

and knowledge during his/her BBA course. It also helps to acclimatize the student with the

organization and the industry in which this organization exists. The objective of the

summer training is to see how an organization works and gain knowledge of the

happenings in the business world. Management trainees are trained to manage the matters

of the organization in a planed and systematic manner.

This study has helped us a lot in sharpening our knowledge and has also made us aware

about the happenings of the business world. This learning experience has increased our

competence which would help us in the management of corporate sector.

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 TABLE OF CONTENT

Sl. No. Contents Page No.

1 Introduction

2 Company profile

3 Objectives of the study

4 Research Methodology

5 Limitations

6 Data Analysis & Interpretations

7 Findings

8 Suggestions/Recommendations

9 Conclusion

Bibliography

Appendix

v
 INTRODUCTION

Honda Activa 4G Design And Style

The Honda Activa was launched in India in 2000, since then it has changed the way

we look at scooters. In 2017, the Japanese two-wheeler manufacturer launched the

fourth-generation Activa with new features such as Auto Headlamp On (AHO) and

two new colours: Silver and Grey and the Activa’s engine is now BS-IV compliant.

The design of the new Honda Activa resembles its previous generation. The styling

of the Activa is simple and designed to appeal to the masses. The Activa features

handlebar-mounted headlamp flanked by the turn indicators. The front apron along

with the faux air vents of the Activa is simple looking.

The rear profile of the Honda Activa features an attractive taillamp blending well

with the rear unit. The 4G badge is displayed prominently on the rear body panel.

1
The Honda Activa features analog unit which houses the speedometer, odometer,

fuel gauge and tell-tale lights.

Honda Activa 4G Engine And Performance

Mechanically, the Honda Activa is powered by a 109.2cc, single-cylinder, air-

cooled petrol engine, which is now a BS-IV compliant. The engine produces 8bhp

and 8.83Nm torque and comes mated to an automatic gearbox.

The engine performance of the Honda Activa is refined and linear; the scooter

performs well while overtaking slower vehicles in the city. The Activa offers stiffer

ride and handling of the Activa is excellent.

2
 COMPANY PROFILE
Honda Motorcycle & Scooter India, Private Limited

Industry Automotive

Founded 1999

Headquarters Gurgaon,Haryana, India

Key people Minoru Kato, President and CEO

Products Motorcycles, scooters , Sports Bikes

Parent Honda Motor Company, Limited

Website HMSI

Honda is the world’s largest manufacturer of two Wheelers , Recognized the world

over as the symbol of Honda two wheelers , the ‘Wings’ arrived in India as Honda

Motorcycle and Scooter India Pvt. Ltd. (HMSI ), a 100% subsidiary of Honda

Motor Company Ltd., Japan ,in 1999. Since its establishment in 1999 at Manesar,

District Gurgaon, Haryana, Honda has lived up to its reputation of offering the

highest quality at the most reasonable price. Despite being one of the youngest

players in the Indian two-wheelers market, Honda has become the largest two

wheeler manufacturer as well as the second largest two-wheelers company in India.

Honda is also the fastest growing company in country today. With a host of

facilities under its wings, the first factory of HMSI is spread over 52 acres

including a covered area of about 100,000 sq. meters in Manesar, District Gurgaon,

3
Haryana with an annual capacity of 1.65 million units. To meet the ever increasing

demands of the products, Honda has started operations of its second plant in

Tapukara, District Alwar, Rajasthan. Expanding to full operations , Honda

production capacity has jumped 30% year on year to 2.8 million per annum in FY

12- 13.

Honda’s third plant at Narsapura Industrial Area near Bengaluru, Karnataka is

equipped to manufacture 1.2 million units. Utilizing production technologies

refined at Manesar & Tapukara plants as starting point, the 3rd plant is employed

with state-of-the-art manufacturing, automation and environment friendly

technologies to deliver quality products.

On February 17 2016, Honda enograted the “World’s largest only scooter plant" at

Vithalapur Gujarat with annual capacity of 1.2 million units. The new plant will

employ approximately 3000 people within first 2 years of commercial production.

4
 OBJECTIVES OF THIS STUDY

1. To study the behaviour of consumer in buying product of Honda Activa 4G in

Lucknow.

2. To find out the various factors that determines the choice of consumers

regarding Honda Activa 4G.

3. To examine the customers’ perception towards Honda Activa 4G.

5
 RESEARCH METHODOLOGY

Research is a systematic and continues method of defining a problem, collecting the

facts and analyzing them, reaching conclusion forming generalizations.

The systematic and objective identification, collection, analysis, dissemination, and

use of information for the purpose of assisting management in decision making

related to the identification related to solution to problems and opportunities

Marketing Research is the function that links the customer, consumer, and public to

the marketer through information- information used to identify and define

marketing opportunities and problems; generate, refine, and evaluate marketing

actions; monitor marketing performance; and improve understanding of marketing

as a process.

The study of research methods provides manager knowledge and skill needed to

solve the problems and meet the challenges of a fast-paced decision-making

environment. Three factors that stimulate an interest of managers in research study

are

 The manager’s increased need for more and better information.

 The availability of increased techniques and tools to meet this need.

 The result information overload if discipline is not employed in the process

Research methodology is a way to systematically solve the problem. It may be

understood has a science of studying how research is done scientifically. In it we

study the various steps that all generally adopted by a researcher in studying his

research problem along with the logic behind them.

The scope of research methodology is wider than that of research method. Thus

when we talk of research methodology we not only talk of research methods but

6
also consider the logic behind the method we use in the context of our research

study and explain why we are using a particular method.

(I) RESEARCH DESIGN

I have used Descriptive research design for this study.

Descriptive research is a study designed to depict the participants in an accurate

way. The three main ways to collect this information are: Observational, defined as

a method of viewing and recording the participants. Case study, defined as an in-

depth study of an individual or group of individuals

(II) SAMPLIE DESIGN

SAMPLE UNIVERSE: Lucknow

SAMPLE SIZE: A sample of minimum respondents was selected from Lucknow. An

effort was made to select respondents evenly. The survey was carried out on 100

respondents.

SAMPLE UNIT: In this project sampling unit consisted of the customers of Honda

Motors, Lucknow.

SAMPLE AREA: Lucknow

SAMPLING TECHNIQUE: For the purpose of research Simple random sampling

technique was used.

SAMPLING FRAME: It consisted of various sources from where information about the

respondent is extracted. Mainly personal links and Customers of Honda Motors, Lucknow

are used for getting information about the respondents.

(III) DATA SOURCE

DATA COLLECTION SOURCE: Two methods have been used to collect the

relevant data, which are essential for the study, they are:

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  Primary Data: data is collected to obtain desired information through structured

questionnaire.

 Secondary Data: it is compiled through books, magazines, newspapers and

internet etc…

(I) TOOLS OF PRESENTATION:

 STATISTICAL TOOLS TO BE USED: A structured questionnaires is used to

collect the data and data will be analyzed with the help of percentage table,

respective graph, bar graph and pie charts.

8
Project Research Type Descriptive Research

Data Sources Primary Data , Secondary Data

Research Approach Survey Method

Research Instrument Questionnaire

Data Analysis Logical analysis

Sampling Procedure Random Sampling

Sample Size 100 Respondents

Geographical Coverage Lucknow

9
 DATA ANALYSIS & INTERPRETATION

Table 1:

Age Group of the Respondents

Age No of respondents

18-25 39

25-32 18

32-39 11

39 & above 32

Observation

Age is the very important factor in the purchase decisions of the

customers. People of different age group prefer different types of two
wheelers. Out of the surveyed 100 respondents, 39 % respondents
belong to the age group 18-25 years; 18 % respondents belong to the
age group of 25-32 years; and 11 % respondents belong to the age
group of 32-39; 32 % of them belong to 39 & Above.

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Graph 1: Age Group of the Respondents

39
40
35 32
30
25 18-25
20 18 25-32
32-39
15
11 39 & above
10
5
0
a b c d

Table 2:

Sex of the respondents

Sex No of respondents

Male 76

Female 24

Observation
Sex is also an important consideration for the marketers so as to know
which of the sex prefer to buy their products. The above study shows
that out of the surveyed 100 respondents of Honda Activa 4G 76% of
the users were male and the rest 24% of them were female. This
reveals that male users are more in number but there are also females
who too use Activa.

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Graph 2:

Sex of the respondents

80 76

70
60
50
male
40
female
30 24
20
10
0
a b

Table 3:

Occupation of the Respondents

Occupation No of respondents

Student 34

Service 21

12
Business 6

Professional 39

Observation
Occupation is very important factor or consideration in purchasing a two wheeler. People
prefer to buy a two wheeler for the sake of their status and the kind of work they do. Out
of the surveyed 100 respondents, 6 % or 6 respondents were doing business; 39 % or 39
respondents were doing professional; 21 % or 21 respondents were doing service; and 34
% or 34 respondents were student.

Graph 3:

Occupation of the Respondents

39
40
34
35
30
student
25 21
service
20
business
15
professional
10 6
5
0
a b c d

Table 4:

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Monthly Income of the Respondents
Monthly Income No of respondents

5000-10,000 7

10,000-15,000 47

15,000-20,000 19

20,000 & Above 27

Observation
Income is the important consideration in the purchase of a two
wheeler. Depending on his income the person will go for the type of
two wheeler, which he can afford for. Out the surveyed 100
respondents; 7 % or 7 respondents belong to 5000-10,000; 47 % or 47
respondents belong to 10,000-15,000; 19 % or 19 respondents belong
to 15,000-20,000; and rest 7 % or 7 respondents belong to 20,000 and
Above.

Graph 4:

Monthly Income of the Respondents

14
 50 47
45
40
35
30 27 5000-10,000
25 10,000-15,000
19 15,000-20,000
20
15 20,000& above
10 7
5
0
a b c d

Table 5:

Ownership status of the Activa

Ownership status No of respondents

Self owned 99

Company owned 1

Company leased 0

Observation
The study shows that out of the 100 surveyed respondents 99% of
them owning Activa were self-owned, 1% was company owned and
none of them were using company leased.

15
Graph 5:

Ownership status of the Activa

99
100
90
80
70
60
self owned
50
company owned
40
company leased
30
20
10 1 0
0
a b c

Table 6:

Recommendation of Activa to others

Recommendation No of respondents

Yes 87

No 13

16
Observation
The above study reveals that the 87% of the respondents would like to
recommend Honda Activa 4G to others, such as their friends and
relatives. And 13% of the respondents told that they would not
recommend Activa, as they would get a bike for the same cost.

Graph 6:

Recommendation of Activa to others

90 87

80
70
60
50 yes
40 no
30
20 13
10
0
a b

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Table 7:

Ratings for Ride, Handling

Ratings No of respondents

Excellent 48

Good 26

Average 16

Poor 10

Observation
The study shows that the respondents ratings for Ride & Handling.
48% of them told that it was excellent, 26% told that it was good, 16%
told that it was average and 10% of them told that it was poor.

Graph 7:

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Ratings for Ride, Handling

50 48
45
40
35
30 excellent
26
25 good

20 average
16
15 poor
10
10
5
0
a b c d

Table 8:

Ratings for Comfort

Ratings No of respondents

Excellent 52

Good 24

Average 23

19
Poor 1

Observation
The study shows that the respondents ratings for Comfort. 52% of
them told that it was excellent, 24% told that it was good, 23% told
that it was average and 1% of them told that it was poor.

Ratings for Comfort

60
52
50

40
excellent
30 good
24 23 average
20 poor

10
1
0
a b c d

Table 9:

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Ratings for Road Grip

Ratings No of respondents

Excellent 17

Good 21

Average 37

Poor 25

Observation
The study shows that the respondents ratings for Road Grip. 17% of
them told that it was excellent, 21% told that it was good, 37% told
that it was average and 25% of them told that it was poor.

Ratings for Road Grip

21
 40 37
35

30
25
25 excellent
21
20 good
17
average
15
poor
10

0
a b c d

Table 10:

Ratings for Engine Performance

Ratings No of respondents

Excellent 47

Good 15

Average 31

Poor 7

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Observation
The study shows that the respondents ratings for Engine Performance.
47% of them told that it was excellent, 15% told that it was good, 31%
told that it was average and 7% of them told that it was poor.

Ratings for Engine Performance

50 47
45
40
35 31
30 excellent
25 good

20 average
15
15 poor

10 7
5
0
a b c d

23
 FINDINGS

 Honda Pvt. Ltd. Occupy prime position with 52% of sample size
recommending the dealers for Honda Activa 4G two wheelers.
 27% of the sample size told that the service given by the Honda
was excellent.
 Advertisements have popularized other dealers with friends of
the customers with 42% of them indicating for it.
 Delivery instruments are given properly by all the dealers.
 All the customers say that they prefer to service their vehicles at
the authorized service centers only.
 33% of the customers told that they would purchase another
Honda Activa 4G in future for their family members or for their
relatives.
 29% of the customers say that they purchased Activa for its
travelling comfort.
 22% told that Activa is easy to ride.
 26% told that Activa is a fuel efficient two wheeler.
 99% of the customer’s ownership status of Activa is self-owned.
 12% purchased Activa as they felt it was a trend for it.
 Indian market is full of middle class customers and most of the
customers owning Activa belonged to middle class category.
 The customers got aware of Honda Activa 4G largely through
magazines and newspapers.
 34% of the customers were students and 39% of them were
professionals.
 76% of the customers were male and 24% of them were female.

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 SUGGESTIONS

This study is aimed at analyzing customer satisfaction with sample of

100 members, which has helped in getting an overall view of customer
satisfaction towards Honda Activa 4G considering different criteria.

Base on the study following suggestions can be considered

 Providing more techno-driven, sophisticated exteriors keeping

track of present situation.
 To increase the mileage efficiency
 To provide mobile servicing a should be able to reach the spot in
case of any breakdown
 To bring down the cost of spares and to improve genuinely.
 To change shape or body design of Omni so as to increase road
safety especially during swift turns.
 To give more ads on to drive slowly and safely.
 Sales executives should constantly review the present, the past
and the future objectives and there by evaluate their
performance.
 Gathering and processing data through electronic data
processing system there by time spent on information
evaluation feed back can be reduced.
 Building satisfaction: sales person should reassure the customer
regarding decision taken by him while ordering product/service.
 They should constantly provide adequate solutions for
purchasing a product.

25
 CONCLUSION

 Improved product and process quality

 Incorporates lessee learned and best practices from global
automotive industry
 Provides additional confidence for global souring
 Provides a global quality system approach in the supply chain for
subcontractor development and consistency.
 Reduction in variation, waste and increased efficiency
 Reduction in second party audits and elimination of multiple
third party registration
 Provides a common language for worldwide quality system
requirements

26
 BIBILIOGRAPHY
Books:

 Kothari. C.R (2004): Research Methodology Methods & Techniques‟, New

Age International Publishers, New Delhi, 2nd Edition.

 Richard I. Levin, David S. Rubin (2004): „Statistics for Management‟,

Prentice Hall of India Private Limited, New Delhi, 7th Edition.

 Jayaram, N. and Sandhog, R.S. (1998), Housing in India - Problems, Policy

and perspectives, B.R. Publishing Corporation, Delhi.

Internet

 https://www.bikes4sale.in/new-bike-showrooms/dealer/tvs/uttar-

pradesh/Lucknow/4960/sardar-tvs

 http://compare.pricesofindia.com/dealers/tvs/uttar-pradesh/Lucknow

 http://dealer.tvsmotor.com/find/Lucknow/Uttar%20Pradesh#

27
 QUESTIONNAIRE

Name:

Age:

Sex:

Address: ---------------------------------------------------------

---------------------------------------------------------

Phone No:

Email ID:

Occupation: Student  Business 

Service  Professional 

Monthly Income: 5000-10,000  10,000-15,000 

15,000-20,00  20,000 & Above 

SPECIFIC INFROMATION

1. What is the owner ship status of Honda Activa 4G?

Self owned 

Company owned 

Company leased 

2.Age group of the respondents

28
 o 18-25
o 25-32
o 32-39
o 39 & above
3. sex of the respondents

o Male
o Female

4. If you were to recommend a scooter would you

recommend anyone Honda Activa 4G?

Yes  No 

5. How do rate Honda Activa 4G in terms of

Basis Excellent Good Average Poor

Ride, Handling

Comfort

Road grip

Mileage

Design

Engine performance

Speed

29
Braking

Pick-up

6. Where did you buy your scooter?

Dealers Name:

Silicon Honda  City Honda 

Haiku Honda  Planet Honda 

7. Reason for above dealers?

Service performance facilities  Friends 

Advertisement  Others 

8. Where do you usually go for service?

Authorized selling dealer 

Other authorized service center 

Private shop 

9. Are you planning to buy another Activa in the near

future?

Yes  No 

10. What mode of do you prefer?

Cash  Finance schemes 

30
 Company loan  Others 

11. What are the sources the create awareness?

News papers  Television 

Magazines  Show-room display 

Exhibition  Postal catalogue 

12. Occupation of the respondents

 Student
 Service
 Business
 Professional
13. Ratings for comfort
 Excellent
 Good
 Average
 Poor
14. Ratings for road grip
 Excellent
 Good
 Average
 Poor
15. Ratings for engine performance

 Excellent
 Good
 Average
 Poor

31