Final Project Report

SUMMER TRAINING REPORT
on
Submitted in partial fulfillment of the requirements of

Post Graduate Diploma in Business Management
Submitted to:- Submitted by:-

Dr. Shekhar Trivedi HIMANSHU GUPTA
Associate Professor, Marketing Batch: 2009-11 (PGDM)
Roll no: 1189
“Dr. Gaur Hari Singhania Institute of

Management and Research”
Jaykaylon Colony,
Kamla Nagar,
Kanpur-208005
GHS-IMR (PGDM) 1
Himanshu Gupta
AUTHORISATION
The report is submitted as partial fulfillment of the requirement of MBA Program

GHS-IMR, Kanpur.
This report document titled ‘Study of Consumer Behaviour and Preferences in

Small car Segment’ is a submission of work done by Himanahu Gupta as part of
the completion of the study at Honda Siel Cars India Ltd.(HSCI) during his
internship program under the guidance of Mr. Gurusharan Dhillon, Asst. General
Manager, Product Planning.
This report has been verified and authenticated by:
Mr. Gurusharan Dhillon

Company Guide
Honda Siel Cars India Ltd.
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CERIFICATE OF TRAINNING
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Himanshu Gupta
PREFACE
The objective of this project is to study the consumer preference at the time of
purchase of the new small car (Ford Figo). Ford Figo has emerged as the largest
selling car in the small car segment which is why Honda is studying the same as
they are planning to launch a new car in small car segment during 2011.
In this project I have studied the behavior and preferences of the customers of Ford
Figo, which is a new car launched in India in March’2010. On the basis of that I
will get to know about the consumer buying behavior of the new car
Himanshu Gupta
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ACKNOWLEDGEMENT
On the outset, I take the opportunity to thanks Mr. Takashi Nagai, CEO & President,
Honda Siel Cars India Ltd. for giving me this opportunity to do my internship at Honda Siel
Cars India.
I would like to thank my company guide Mr. Gurusharan Dhillon, AGM, Product Planning
Department, HSCI who has been a source of inspiration for the completion of this project. The
inputs given by him have been of immense help to me. He helped me get practical exposure in
the domain of marketing, thus enhancing my knowledge and abilities.
.
I would like to thank Mr. K.L.Gupta, AGM, Taxation Department, HSCI to have extended
their help and support throughout my internship period. They guided me and gave their valuable
time throughout the internship.
I would like to thank my faculty guide Mr. Shekhar Trivedi, for the timely guidance and the
direction provided by him. He has always motivated me to put in my best foot forward by setting
high standards for me.
A big vote of thank goes out to Product Planning Team who taught me the various aspects of
the department from scratch and provided me with their valuable expertise and help opportunity
during crisis. I am highly grateful to them for giving me the chance to work with them for this
project and for their indispensable support throughout the training period.
And finally no words are good enough to acknowledge my parents for their continuous backing
and support. I pray God that I stand up to their expectations.
Himanshu Gupta
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EXECUTIVE SUMMARY
This report dealing with the topic ‘Consumer buying behaviour and preferences
in small car’ has been prepared by Himanshu Gupta; student of GHS-IMR,
Kanpur; Roll no. 1189.
The report has been supplemented with the practical analysis of Honda Siel Cars
India Ltd. (HSCI) Located at Plot No. A-1, Sector 40/41, Surjapur-Kasna Road,
Greater Noida Industrial Development Area, Distt. Gautam Budh Nagar (U.P.) Pin
-201306.
The objective of the report is to get an in depth knowledge about the various issues
related before the launching of new car in marketing in India and the prefernce and
behaviour of the consumers while buying a new launched car.
Primary sources have been used to conduct the analysis of HSCI. Secondary
sources have also been used to know the past records of the performance of Honda.
Though the research of Honda is done by JD Power but there still is some scope for
improvement which can be practically implemented by bringing out some
suggestions through my project work, by knowing the consumer buying behaviour
and preference towards New Ford Figo.
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In my research of customers of Ford figo I found there prefrences while buying a
new car and their satisfaction reasons in different areas of cars. On the basis of that
I recommended following things to Honda
Recommendations For Details Goto Page

Recommended Target Consumers for New Honda Car 130 – 132
Recommended Marketing Mix for New Honda Car 133 – 137
Other Recommendations 138 – 140
The above recommendations are basically for the Honda’s New Car which is most
probably will be launching in December, 2010.
TABLE OF CONTENTS
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Table of Contents
S. No. Content Page No.
I Authorization 2
II Certificate of Training 3
III Preface 4
IV Acknowledgement 5
V Executive Summary 6-7
VI Table of Contents 8–9
VII List of Tables 10 – 12
VIII List of Figures 13 – 15
1 RESEARCH OBJECTIVE
1.1 Objective 16
1.2 Rationale 16
2 COMPANY ANALYSIS
2.1 Industry Analysis 18
2.2 Production 18
2.3 Domestic Market 18
2.4 Road Ahead 19
2.5 Honda Motors Co. Ltd. : Corporate Profile 19
2.6 Honda Siel Cars India: Corporate Profile 20 -21
2.7 Department: Product Planning 22
2.8 Honda Automobile Industry Financial Status 23
2.9 Honda Siel Cars India Financial Status 24
2.11 Honda Siel Sales 25
2.12 Product Range and Model 26
2.13 Upcoming Car of Honda 27
2.14 SWOT Analysis 28 -29
3 PROJECT
3.1 Objective 31
3.2 Automobile Industry In India 32 - 38
3.3 Segments of Cars in India 39 - 41
3.4 Small Car Industry in India 41 - 43
3.5 Segmentation of Small Cars 44 - 48
4 RESEARCH METHODOLOGY
4.1 Research Design 50 - 51
4.2 Data Collection Methods 51
4.3 Research Instruments 52
4.4 Sample Plan 52
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5 FINDINGS / DATA ANALYSIS
5.1 Total Analysis of All Users 54 - 73
5.2 Findings of First Class Users 75 - 86
5.3 Findings of Additional Car Users 88 - 100
5.4 Findings of Replacement Car Users 102 - 114
Findings of Replacement Car Users and have
5.5 Additional Car Also 116 - 113
6 RECOMMENDATIONS
6.1 Recommended Target Consumers for New Honda Car 131 - 132
6.2 Recommended Marketing Mix for New Honda Car 134 - 137
6.3 Other Recommendations 139 - 140
6.4 Limitations 141
7 ANNEXURE
7.1 Questionnaire 143 - 146
7.2 Survey Data 147 - 158
8 REFERENCES
8.1 Webliography 159
8.2 Bibliography 160
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LIST OF TABLES
Page
Referenc
S. No Table Name e
1 Honda Automobile Industry Financial Status 23
2 Honda Siel Cars India Financial Status 24
3 Honda Total Sale 25
4 Honda City Sales 25
5 Honda Civic Sales 25
6 Honda Accord Sales 25
7 Manufacturing Wise Sales of cars in India 34
8 Segment wise Share of Car Sales in India 38
9 List of Cars in India Segment wise 39 - 40
Market Share of B and B+ Segment Cars in India during the F.Y.
10 2009-10 42
Total Responses of Consumers (Sample Size 100)
11 Users of Car 60
12 Reasons for the Purchase of New Car 61
13 Other Cars considered before purchase 62
14 Reasons for the Consideration of those cars 63
15 Sources of Information 64
16 Satisfaction Reasons in Ford Figo 65
17 Dissatisfaction Reasons in Ford Figo 66
18 Use of New feature ‘Bluetooth Interface’ 67
19 Use of Bluetooth Interface while Driving 67
20 Use of New Feature ‘Height Adjustment’ 69
21 Tagline “Feel the Difference” 70
22 Additional accessories installed in new Ford Figo 71
23 Place from where additional accessories have been Purchased 71
24 Additional Accessories Installed 72
25 Image o Honda as a Brand 73
First Car Users (Sample Size: 22)
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Additional Car Users (Sample Size: 19)
33 Other Cars have along with Ford Figo 95
Replacement Car Users (Sample Size: 32)
40 Car Replaced with your New Ford Figo 109
Replacement Car Users and have Additional Car also (Sample
Size: 27)
47 Additional Cars have and Replaced a car for the New Ford Figo 123
48 Cars replaced with and have additional other cars also 124
54 Features Recommended for New Honda Car 132 - 133
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LIST OF FIGURES
Page
Referenc
S. No Figure Name e
1 Sales Figure of New Ford Figo 16
2 Honda Automobile Industry Financial Status 23
3 Manufacturing Wise Sales of cars in India 35
4 Segment wise Share of Car Sales in India 38
Market Share of B and B+ Segment Cars in India during the F.Y.
5 2009-10 43
Total Responses of Consumers (Sample Size: 100)
6 Gender 54
7 Age Group 55
8 Education 56
9 Family Income 57
10 Marital Status 58
11 Occupation 59
12 Users of Car 60
19 Use of New feature ‘Bluetooth Interface’ 67
20 Use of Bluetooth Interface while Driving 67
21 Use of New Feature ‘Height Adjustment’ 69
22 Tagline “Feel the Difference” 70
23 Additional accessories installed in new Ford Figo 71
24 Place from where additional accessories have been Purchased 71
25 Additional Accessories Installed 72
26 Image o Honda as a Brand 73
First Car Users (Sample Size: 22)
27 Gender 75
28 Age Group 76
29 Education 77
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30 Family Income 78
32 Occupation 80
Additional Car Users (Sample Size: 19)
39 Gender 88
40 Age Group 89
41 Education 90
42 Family Income 91
44 Occupation 93
46 Other Cars have along with Ford Figo 95
Replacement Car Users (Sample Size: 32)
52 Gender 102
53 Age Group 103
54 Education 104
55 Family Income 105
57 Occupation 107
59 Car Replaced with your New Ford Figo 109
Replacement Car Users and have Additional Car also (Sample
Size: 27)
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65 Gender 116
66 Age Group 117
67 Education 118
68 Family Income 119
70 Occupation 121
72 Additional Cars have and Replaced a car for the New Ford Figo 123
73 Cars replaced with and have additional other cars also 124
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OBJECTIVE
To analyze the consumer buying behavior and preferences towards new small car. As Honda is
launching its new car in December 2010.
• To know the customer preferences at the time of the purchase of new Ford Figo.
• To know the key satisfaction and dissatisfaction areas in their car.
• Getting to know about the certain new features preferences.
RATIONALE
The survey was conducted of Ford Figo

• Honda will be launching a car of the same segment in 2011, so they wanted to know the
consumer buying behaviour and preferences before buying anew small car
• Ford Figo has reported an over three-fold jump in sales during the month of May to 8,080
units on the back of a good responses for its latest small car, Figo.
• Figo registered a sale of 22,905 units till the month of may.
• Figo already has over 20,000 bookings since its launch.
Sales figure of New Ford Figo
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Sales
10000
8080
7210 7509
8000
6000
Sales
4000
2000
106
0
February, 10 March, 10 April. 10 May, 10
Sales 106 7210 7509 8080
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INDUSTRY ANALYSIS
The growth of the Indian middle class along with the growth of the economy over the past few
years has attracted global auto majors to the Indian market. Moreover, India provides trained
manpower at competitive costs making India a favoured global manufacturing hub. The
attractiveness of the Indian markets on one hand and the stagnation of the auto sector in markets
such as Europe, US and Japan on the other have resulted in shifting of new capacities and flow of
capital to the Indian automobile industry.
Global auto majors such as Japanese auto majors Suzuki, Honda and Korean car giant Hyundai
are increasingly banking on their Indian operations to add weight to their businesses, even as
numbers stay uncertain in developed markets due to economic recession and slowdown.
Production
Although the sector was hit by economic slowdown, overall production (passenger vehicles,
commercial vehicles, two wheelers and three wheelers) increased from 10.85 million vehicles in
2007-08 to 11.17 million vehicles in 2008-09. Passenger vehicles increased marginally from 1.77
million to 1.83 million while two-wheelers increased from 8.02 million to 8.41 million.
Domestic Market
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According to figures released by the Society of Indian Automobile Manufacturers (SIAM),
domestic passenger car sales have increased 32.28 per cent to reach 145,905 units in January
2010 from 110,300 units in the same month last year.
Across all categories, total sale of vehicles increased 44.94 per cent to 1,114,157 units in January
2010, against 768,698 units in the January 2009.
Road Ahead
The Indian auto industry is likely to see a growth of 10-12 per cent in sales in 2010, according to
a report by the global rating firm, Fitch. According to its report, Indian Auto Sector Outlook,
competition in the country's auto sector is likely to increase due to increasing penetration of
global original equipment manufacturers (OEM).
Honda Motor Co. Ltd.: Corporate Profile
Company’s Name : Honda Motor Co. Ltd.

Head Office : Tokyo, Japan
Established : On September, 1948 by Mr. Soichiro Honda
President and CEO : Takanobu Ito
Capital : 86 Billion Yen (as of March 31, 2009)
Employees / Turnover : Employees Turnover (Billion Yen)
Japan : 44,000 1,612
Worldwide : 181,876 4,487
R&D Focus : Spends 334 Billion Yen annually.
Consolidated subsidiaries : 339 subsidiaries
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Chief Products : Motorcycles, automobiles, power products
• A US $ 84 Billion Enterprise with over 20 million products sold annually.

• 95 Production Facilities in 34 countries.
• Over 4 million Portable Power Products sold annually.
• Over 40 million Portable Power Products existing customers base worldwide.
Honda Siel Cars India: Company Profile
Name of the Company : Honda Siel Cars India Ltd.

CEO & President : Mr. Takashi Nagai
Established on : 5th December 1995.
Location of Unit : Plot No. A-1, Sector 40/41
Surajpur-Kasna Road
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Greater Noida Industrial Development Area
Distt. Gautam Budh Nagar (U.P.) Pin-201306
Capital – Paid Up : Rs. 3600 Million
Equity Share Capital : Honda Motors, Japan : Siel Ltd.
99% : 1% (Current)
Board of Directors : Honda (6 Members)
- President and CEO
- VP and Director (Works)
- Director (Finance and Accounts)
- Director (Materials)
- Director (Marketing)
- Director
: Siel Ltd. (2 Members)
- Chairman
- VP and Director (Admin.)
Investment : Rs 7800 Million
Installed Capacity : 50,000 Units per Annum
(2 Shift basis)
Item of Manufacture : 1. Honda Jazz
2. Honda City
3. Honda Civic
4. Honda Accord
Commencement of Production. : 15th December, 1997
Indigenization % : Startup (Dec ’97) - 57%
(July ’05) - 82 %
No. of Associates : 2300
Total Land Area : 150 Acres (Approx.)
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Exports: HSCI started exporting cars from Dec. 2000.
• Exports were made to SRI LANKA in Dec. 2000 & to BANGLADESH in 2001 Items
Manufactured: Latest world class fuel efficient cars – CIVIC, CITY & ACCORD
Though HONDA CRV is imported from Thailand
DEPARTMENT – PRODUCT PLANNING
OVERVIEW
• Managing Product Life Cycle, Fixing Grade Logic, Price, Target Customer and Volume
for all Models
• Lead the process of planning product wise market share and brand positioning.
• Monitor feedback from customer feedback, sales and research
• Periodically conduct PDCA evaluations and rotate PDCA
• Continually study market and competition to identify emerging trends
• Provide inputs to R & D on product design and enhancements
• Accessory Line Up Planning and Finalizing
• Represents Sales in all SEDB team meetings, evaluations and activities
• Coordination with Asian Honda, HAC-AO and Honda Motor, Japan
• Drawing up SP strategy and direction
• Coordinate the activities of S side and facilities SP Flow
• Control and manage schedule for Journalist, Photo Shoot and Training cars
In HSCI, following Departments are there:

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• Marketing Department
• Works Department
• Materials Department
• Finance & Accounts Department
• Administration Department
HONDA AUTOMOBILE INDUSTRY FINANCIAL STATUS
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HONDA SIEL CARS INDIA FINANCIAL STATUS
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After six years of continuous growth, the Indian car market witnessed stagnation in volumes in
2008-09. Factors responsible for lower growth in the passenger car market include increase in
interest rates, reduced availability of credit (current liquidity conditions and Supreme Court’s
ruling on repossession of vehicles and disallowing use of strong arm tactics), besides weaker
consumer sentiment. Nevertheless, with the cut in the excise duty in December by 4% and
subsequent price cuts by the vehicle manufacturers, the decline in the monthly sales volumes was
partly arrested since January 2009. Moreover, with the RBI reducing key rates, there has been
some reduction in interest rates for auto finance besides some revival in the financing interest by
the banks.
HONDA SIEL SALES
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Honda Siel Cars India has a strong sales and distribution network spread across the country. The
network includes approx. 80 facilities in 46 cities. HSCI dealerships are based on the “3S
Facility” (Sales, Service, Spares) format, offering complete range of services to its customers.
Honda Sales
Honda City
Honda Civic
Honda Accord
Product Range & Model

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Honda Siel Cars’ product range in India includes the Honda City, JAZZ in the mid-size segment,
Civic in the Lower D segment and Accord in the luxury segment and third generation all-new
CR-V (both 2.0L 2 WD and 2.4L 4WD) in the SUV segment. While the City, JAZZ, Civic and
Accord are manufactured at the company’s plant, the CR-V is imported from Japan as a
completely built unit.
HONDA JAZZ
The Honda Jazz wields the power it has up its sleeve with
flair. The Honda 1.2L i – VTEC engine effortlessly delivers
90 PS with the efficiency of a thoroughbred. It has a
maximum power of 90 PS/6200 rpm and maximum torque
of 110 Nm/4800 rpm.
HONDA CITY
City is today recognized as one of the most successful car
brands in the country. The City range V MT/AT variants
come with the advanced combustion system, City i – VTEC
embodies a 1.5-liter VTEC (Variable Valve Timing and Lift
Electronic Control) engine. The i – VTEC version was
reintroduced in the new City in response to customer
demand.
CIVIC
HSCI launched the 1.8S Civic in India in July 2006, which
became a runaway success. The company has also launched the
1.8v version of the Civic in June 2007.
ACCORD
New Accord comes with fresh new exterior styling, enhanced
interiors and several new value-added features. The new
Accord has a new-look; sporty rear with revamped LED Tail
lamps and rear bumper garnish that further enhances its
stunning exterior styling. Adding greater value to the 2.4 lt
model, the new car now has premium wood & leather
steering wheel and turn indicators on side-view mirrors,
features that were earlier available only in the V6 model.
CR-V
HSCI recently introduced the 2.0L 2WD (2-Wheel Drive) Honda
CR-V, which is more agile & has a sporty handling. The new
lighter engine gives good fuel efficiency, without compromising
on performance.
UPCOMING CAR OF HONDA

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Sensing the Indian consumer's preference for small hatch back cars the Japanese motor giants
Honda have decided to launch their next four wheeler in India which would follow the concept of
a small car. The new Honda small car is designed keeping in mind Honda's design principal 'Man
Maximum - Machine Maximum'. The new Honda small car promises to provide futuristic design
along with maximum cabin space. The Honda Small car which would probably be called the Tiff
(name not decided yet) is a five seater family car with unmatched exteriors based on front
forward design lending the car a dynamic look. Honda plans to launch the by early 2011 and
price it between the range of 4 - 5 lakhs.
Features of the Honda Small car
• The car is specially designed making room for five people.

• Provides better driving comfort
• Provides better control over the car
• It is a family car.
• Front forward fenders highlight the presence of the vehicle
• Would be priced below 5,00,000
SWOT ANALYSIS OF HONDA
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STRENGHTS:
• The Honda Brand Name.

• Reliable Engine with High Power.
• World Class Design.
• Awarded by JD Power, Asia Pacific for Customer Satisfaction.
• Fuel efficient engine - core competence.
• Past performance of Honda success with Hero group.
• Talented work force.
• Customer focused approach.
• High Levels of indigenization (82%).
WEAKNESS:
• Don’t follow the orthodox Indian marketing strategy.

• Less awareness creation tools.
• Less number of dealers
• Weak vendor base.
• Less number of service stations.
• Small width of product line.
• Less Economies of scale and low on Learning curve.
OPPORTUNITY:
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Need to focus on:-
• High growth of Midsize segment with rising income levels.
• Govt. giving impetus to foreign investment by allowing 100% ownership to MNCs
• Customers have more choice.
• Parts from Vendors to be exported to South East Asian countries.
• Reduction in tyre prices resulting from a reduction in excise duty from 30% to 16% gives
benefit to car manufactures.
• People becoming aware of the technology.
• Gaining competitive advantage by maintaining high level of operational efficiency.
THREATS:
• New entrants like fiesta from Ford, Lancer Cedia from Mitsubishi.
• Existing players like Maruti Udyog Limited or General motors can compete on Cost.
• Adaptability to rural roads
• More number of service station of competitors.
• Export obligation to import SKD kit
• Indigenization level upto 82% Quality of Local parts.
• Rise of Import duty.
• Elimination of Quantitative restrictions
• Launching of CNG model by competitors.
• 24 new diesel engine cars soon to be available in India.
• Toyota and Hyundai using better marketing awareness tools.
• Indian age customer belief - Manual transmission better in terms of power, fuel efficiency
and on Indian roads.
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OBJECTIVE
The objective of this project is to study the customer’s of Ford Figo. This would help me to
recommend features which should be there in the new car of the Honda, as Ford Figo is
capturing the small car segment in a fast track.
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Data Collected
• Questionnaire (One – Two – One Interview)

• Telephonic interview
No. of Respondents
• 100
No. of Locations Visited
• Delhi
• Noida
• Gurgaon
• Ghaziabad
Targeted Customers
• Targeted customers were users of Ford Figo visiting by visiting in showrooms and
workshops of Ford, malls, parking places, petrol pumps, etc.
AUTOMOBILE INDUSTRY IN INDIA
The Automobile industry in India is the seventh largest in the world with an annual
production of over 2.6 million units in 2009. In 2009, India emerged as Asia's fourth largest
exporter of automobiles, behind Japan, South Korea and Thailand. By 2050, the country is
expected to top the world in car volumes with approximately 611 million vehicles on the
nation's roads.
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Following economic liberalization in India in 1991, the Indian automotive industry has
demonstrated sustained growth as a result of increased competitiveness and relaxed
restrictions. Several Indian automobile manufacturers such as Tata Motors, Maruti Suzuki
and Mahindra and Mahindra, expanded their domestic and international operations. India's
robust economic growth led to the further expansion of its domestic automobile market
which attracted significant India-specific investment by multinational automobile
manufacturers. In February 2009, monthly sales of passenger cars in India exceeded 100,000
units.
Embryonic automotive industry emerged in India in the 1940s. Following the independence,
in 1947, the Government of India and the private sector launched efforts to create an
automotive component manufacturing industry to supply to the automobile industry.
However, the growth was relatively slow in the 1950s and 1960s due to nationalisation and
the license raj which hampered the Indian private sector. After 1970, the automotive industry
started to grow, but the growth was mainly driven by tractors, commercial vehicles and
scooters. Cars were still a major luxury. Japanese manufacturers entered the Indian market
ultimately leading to the establishment of Maruti Udyog. A number of foreign firms initiated
joint ventures with Indian companies.
In the 1980s, a number of Japanese manufacturers launched joint-ventures for building

motorcycles and light commercial-vehicles. It was at this time that the Indian government
chose Suzuki for its joint-venture to manufacture small cars. Following the economic
liberalisation in 1991 and the gradual weakening of the license raj, a number of Indian and
multi-national car companies launched operations. Since then, automotive component and
automobile manufacturing growth has accelerated to meet domestic and export demands
Exports
India has emerged as one of the world's largest manufacturers of small cars. According to
New York Times, India's strong engineering base and expertise in the manufacturing of low-
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cost, fuel-efficient cars has resulted in the expansion of manufacturing facilities of several
automobile companies like Hyundai Motors, Nissan, Toyota, Volkswagen and Suzuki.
In 2008, Hyundai Motors alone exported 240,000 cars made in India. Nissan Motors plans to
export 250,000 vehicles manufactured in its India plant by 2011. Similarly, General Motors
announced its plans to export about 50,000 cars manufactured in India by 2011.
In September 2009, Ford Motors announced its plans to setup a plant in India with an annual
capacity of 250,000 cars for US$500 million. The cars will be manufactured both for the
Indian market and for export. The company said that the plant was a part of its plan to make
India the hub for its global production business. Fiat Motors also announced that it would
source more than US$1 billion worth auto components from India.
Rank Wise Largest Automobile Manufacturers in India by Sales
1. Maruti Suzuki
2. Hyundai
3. Tata
4. Mahindra
5. GM Chevrolet
6. Toyota
7. Honda
8. Ford
9. Fiat
10. Skoda
Unit wise sales of manufactures in India (F.Y. 2009-10):-In this we can see
that Maruti has the highest sales of 870,778 units and Honda is in the seventh
position with sales of 61,815.
Reason:- Honda basically has to capture in small car industry and Honda has only one car of
that segment i.e., Jazz (B+ Segment).
Inference:- This shows that in India their is a wider scope in Small Car Industry as we can
see that the leading players are good in small car making.
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Manufacture Unit sales
Maruti 870,778
Hyundai 314,954
Tata 234,930
Mahindra 156,122
General Motors 87,097
Toyota 63,818
Honda 61,815
Ford 36,922
Fiat 24,798
Skoda 17,443
Hindustan Motors 10,517
Volkswagen 4,064
BMW 3,930
Mercedes 3,737
Audi 2,052
Nissan 419
Volvo 127
Porsche 106
Manufacturer wise sales of Cars in India (F.Y. 2009-10)
1,000,000
800,000
Unit Sales
600,000
Unit sales
400,000
200,000
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Manufacturers
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Automobile Brands in India
Local Brands
• Chinkara: Beachster, Hammer, Roadster 1.8S, Rockster, Jeepster, Sailster.

• Hindustan: Ambassador.
• ICML: Rhino Rx
• Mahindra: Major, Xylo.
• Mahindra Renault: Logan.
• Maruti Suzuki: 800, Alto, WagonR, Estilo, A-star, Ritz, Swift, Swift DZire, SX4,
Omni, Versa, Eeco, Gypsy.
• Premier: Sigma, RiO.
• San: Storm.
• Tata: Nano, Indica, Indigo, Sumo, Safari, TL, Aria.
Foreign Brands
Locally manufactured Automobiles of Foreign Brands
• Audi: A4, A6.

• BMW: 3 Series, 5 Series.
• Chevrolet: Spark, Beat, Aveo U-VA, Aveo, Optra, Cruze, Tavera.
• Fiat: Grande Punto, Linea.
• Ford: Ford Figo, Ikon, Fiesta, Endeavour.
• Honda: Jazz, City, Civic, Accord.
• Hyundai: Santro, i10, i20, Accent, Verna, Sonata.
• Mercedes-Benz: C-Class, E-Class.
• Mitsubishi: Lancer, Lancer Cedia.
GHS-IMR (PGDM) 36
Himanshu Gupta
• Nissan: Micra.
• Renault: Fluence, Koleos.
• Skoda: Fabia, Octavia, Laura.
• Toyota: Corolla, Innova.
• Volkswagen : Polo, Jetta, Passat.
Automobiles sold in India as CBU (Completely Built Units)
• Audi: A8, TT, R8, Q5, Q7.

• Bentley: Arnage, Azure, Brooklands, Continental GT, Continental Flying Spur,
Mulsanne.
• BMW: 6 Series, 7 Series, X3, X5, X6, M3, M5, M6 and Z4.
• Chevrolet: Captiva.
• Fiat : Nuova 500.
• Honda : Civic Hybrid, CR-V.
• Jaguar : XF, XJ, XK.
• Lamborghini : Gallardo, Murciélago.
• Land Rover: Range Rover, Range Rover Sport, Discovery 4, Freelander 2.
• Maybach: 57 and 62.
• Mercedes-Benz: CL-Class, CLS-Class, S-Class, SL-Class, SLK-Class, M-Class,
Viano.
• Mitsubishi: Pajero, Montero, Outlander.
• Nissan: Teana, X-Trail, 370Z.
• Porsche: 911, Boxter, Panamera, Cayman, Cayenne.
• Rolls Royce: Ghost, Phantom, Phantom Coupé, Phantom Drophead Coupé.
• Skoda: Superb.
• Suzuki: Grand Vitara.
• Toyota: Camry, Land Cruiser, Land Cruiser Prado, Fortuner, Prius.
• Volkswagen: Beetle, Touareg.
• Volvo: S60, S80, XC90.
GHS-IMR (PGDM) 37
Himanshu Gupta
Commercial Vehicle manufacturers in India
Local Brands
• Ashok Leyland
• Force
• Mahindra Navistar
• Premier
• Tata
Foreign Brands
• Mercedes-Benz
• Volvo
Segment Wise Share of Car Sales in India (F.Y. 2009-10)
Market Segment of cars in India (F.Y. 2009-10)
22% 13%
1%
25%
15%
0%
1%
1%
11% 11%
Economy Segment Entry B Segment B+ Segment C Segment

Lower D Segment Upper D Segment Luxury Segment MUV's
SUV's Commercial
Segment Unit Sales (F.Y. 2009-10)

Economy Segment 306,686
GHS-IMR (PGDM) 38
Himanshu Gupta
Entry B Segment 631,191
B+ Segment 262,689
C Segment 278,338
Lower D Segment 27,592
Upper D Segment 15,483
Luxury Segment 5,288
MUV's 352,164
SUV's 14,198
Commercial 531,395
Findings:- In the above data we can see that Entry B segment has the highest sales of
631,191 units.
Suggestion:- To survive in the Indian market Honda has to be their in the Entry B Segment.
Segments of Cars in India
The below tables are reference of the cars available in Indian Market in different Segments
Economy Segment Medium Segment

Entry B Segment B+ Segment
Maruti 800 Zen Estilo Swift
Maruti Alto Santro Ritz
Amby i10 Fusion
Nano Indica Polo
WagonR Getz
A Star I20
Spark Aveo U-VA
Beat Fiat 500
Figo Beetle
Palio Fabia
Jazz
Grande Punto
Premium Segment
GHS-IMR (PGDM) 39
Himanshu Gupta
C Segment Lower D Segment Upper D Segment Luxury Segment
Dzire Octavia Accord Mercedes E-Class
Indigo Corolla Teana Mercedes S-Class
Logan Cedia Sonata CLS+SLK+Maybach
Accent Optra Mercedes C-Class 5 Series
Ikon Jetta Camry 6 Series + Z4
Verna Civic Laura 7 series
Linea Superb S 80
Fiesta BMW 3 Series A4
Aveo Passat A6
Lancer A8 + R8
SX4 TT
City 911
Cayman + Boxer +
Panamera
The below table is of Cars available in segment of Multi Utility Vehicles and
Sports Utility Vehicles
MUV's SUV's
Jeep Vitara
Jypsy Pajero
Omni Outlander
Eeco CR-V
Sumo Montero
Versa Prado
Tavera Fortuner
Xylo Endeavour
Innova Tucson
Scorpio X-Trail
Safari Captiva
X3
X5
XC 90
Touareg
GHS-IMR (PGDM) 40
Himanshu Gupta
M Class, GL Class
Cayenne
Q5
Q7
SMALL CAR INDUSTRY IN INDIA
The small car market in India is increasing by leaps and bounds. The indigenous market for
small cars now occupies a substantial share of around 70% of the annual car production in
India of about one million. The main players in the car market like Tata Motors and Maruti
Udyog are fiercely competitive and more or less all the automobile companies in India that
have forayed into the production of small cars are trying to out-do each other in terms of
design, innovation, pricing, and technology, in order to gain control of the small car market
in India.
The biggest players in the Indian small car market are engaging in a healthy competition,
which has intensified since the Indian government decided to boost the small car sector. In
this regard, a reduction in the excise duties has been thought of. Even the engine capacities
are expected to be raised to 1500cc. The new small cars in India cars may even be fueled by
gasoline and diesel in the future. With all these facilities, it has been estimated that the
indigenous car market is going to move beyond the 3.5 million mark very soon.
Factors driving the demand for small cars in India
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Himanshu Gupta
The increase in the demand for small cars can be attributed to the aspirational lifestyle of
people which makes them strive for a car early on in life. The overall age for owning a car
has also decreased in recent years. Further, with the growing affluence of the rural sector,
owning a car Motors has decided to launch a mini-car in 2008, which will cost as less as US$
2,200. Tata Motors is also going through a process of decision-making, to launch a variety of
mini-cars in association with Fiat. Honda has also decided to increase its manufacturing
capacity in India to 100,000 very soon. Therefore, the leaders in the market for small cars in
India can be seen to engage in a price war to make more cars available to the majority of
Indian citizens.
The small car market in India is witnessing the maximum activity and is all set for more
exciting times ahead, with more players from India and abroad joining the race., at least a
small car, is a foregone conclusion in modern India. However, since small cars are more
affordable and utilitarian, the demand for them has shot through the roof. This rising demand
for small cars is attracting companies like General Motors which has increased its yearly
production in India to 140,000 vehicles.
Market Share of Small Car Industry in India (F.Y. 2009 - 2010)
Market Share of B and B+ Segment Cars in India during the F.Y. 2009-10
B Segment Market Share of Cars B+ Segment Market Share of cars

i10 149,242 Swift 116,167
Wagon R 144,898 Ritz 63,095
Indica 114,415 i20 42,116
Santro 86,272 Grande Punto 13,308
Spark 42,282 Jazz 7,543
Zen Estilo 41,624 Getz 6,461
A-star 32,186 Fabia 6,438
Beat 12,614 Aveo U-VA 6,138
Figo 7,316 Others 1,423
Palio 342
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Himanshu Gupta
Market Share of B Segment Cars in India
Market Shareof BSegmentsCarsin

India(F.Y. 2009-10)
Palio 342
Figo 7,316
Beat 12,614
A-star 32,186
Cars
Zen 41,624
Spark 42,282
Santr 86,272
Indica 114,415
Wago 144,898
i10 149,242
0 50000 100000 150000 200000

Unit Sales
Market Share of B+ Segment Cars in India
GHS-IMR (PGDM) 43
Himanshu Gupta
Market Shareof B+Car Segment in
India(F.Y. 2009-10)
Others 1,423
6,138
Fabia 6,438
Cars
6,461
Jazz 7,543
13,308
i20 42,116
63,095
Swift 116,167
0 50000 100000 150000

Unit Sales
SEGMENTATION OF SMALL CARS
1. Geographic
a. Region: The major regions for small car market in India are north, south, and west. The
most auspicious moths in the south, when buyers, laterally lap up cars from the showrooms,
often turn out to be the lean season in the north or west. So marketers need to identify when
to market a product according to the region in which the consumer lies.
b. Rural/Urban: Since more than 60% of the total population is living in interiors, it
becomes all the more important to cater to this segment. However, so far, the marketers have
laid more focus on Urban/semi urban market and their products are primarily catering to the
needs of the urban segment. But with the recent market hits, the companies are trying to pay
more attention the rural market segment to gain profits.
Ex: Maruti Suzuki India said that by the end of 2010 calendar year as much as 8 per cent of
sales will come from rural areas, up from 3.8 per cent last year.
GHS-IMR (PGDM) 44
Himanshu Gupta
Ex: Tata Magic which is priced @ 2.6lacs is primarily targeted to the rural India.
2. Demographic
a. Age & life cycle stage: Student, Young Married, Single working. The average age profile
of a car buyer is 25-46 years. Although the percentage of people buying cars between 31 and
40 years of age has remained stagnant at 31 per cent (1999-03), there has been a 9 percentage
point increase in the number of car buyers in the 25-30 age groups. The number of older
people (51 to 60 plus) buying cars has gone down.
b. Family Size: Average Indian household size is 5 people. Hence Small cars are the most
obvious and affordable choice available for the Indian middle class.
c. Income: Higher income households tend to be less price-sensitive, placing a higher value
on buying higher-quality merchandise. Because of the growth in dual-income households,
there has been a dramatic growth in the proportion of total spending in the economy coming
from such households, implying that the market for high-end products and services should
increase substantially. Thanks to the easy availability of cheap financing options, there has
been an increase in the number of younger people buying cars in India during 1999-2003.
EMI: a factor affecting the most of the buyers. 3 out of the 4 cars sold in the country are
funded by a loan.
d. Occupation: Occupation of the consumer affects the buying power. For ex: A Regular
salaried employee will easily get finance done for buying a car , whereas a self employed
consumer will opt for full down payment option. This explains the reason for high
contribution from salaried and self employed people in buying small cars
e. Literacy
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Himanshu Gupta
3. Behavioural Segmentation
a. Decision Roles: When it comes to car, where huge investment is involved, people
generally tend to take reference from other users. They go for test rides, get it checked from
some experienced people who are much more comfortable about cars.
b. Occasions: In India, people do buy cars in the festival season, and during the marriage
seasons.
c. Benefits: Consumer looks for the following benefits from a car.

i. Power: People do look for power from power. According to their need they look
for cars in their respective power basket (i.e. 600cc – 1300cc). A higher power is
related to give higher speed, acceleration by the consumers. Distribution of
households (owning a car) by income Distribution of household (owning a car) by
literacy%
ii. Technology: With all sort of products available in the small cars market,
technology can act as a differentiator for consumer. New technologies such as
MPFI (multi point fuel injection), turbo charging, electronic traction control, anti
locking braking systems, and catalytical convertors.
iii. Fuel Economy: People do look for better fuel economy in terms of mileage given
by the car. Preferred Fuel: With the rise in petrol prices, people have been looking
for alternatives such as diesel, CNG, LPG. Many car buyers in India prefer the
diesel variant whatever may be the choice of car, because of the favourable cost
differential diesel.
iv. Low operational cost: For some of the users, operational cost is a major factor in
deciding the buying decision. Operational cost includes Maintenance cost,
insurance cost, spare parts, cost of service.
GHS-IMR (PGDM) 46
Himanshu Gupta
v. Space and comfort: Buyer does look for spacious and comfortable ride. Various
factors in deciding comfortable ride are leg room, head room, driving position,
adjustable steering.
vi. Safety: The most important factor for family buyers is the safety feature of a car.
A car must follow safety norms, various safety features which people look in car
are ABS, airbags.
vii. Styling: To certain buyers, functionality was not everything, looks were also
important. They wanted styling, and contemporary looks.
d. User Status: The kind of buyer can be classified into non-buyer, first time buyers, and
repeat buyers. The major of the buyers in the small car are a first time buyer, that’s why this
market is often referred as entry level car market. While going for car replacement, 50
percent of small car owners in India are again going for small cars and are reluctant to
experiment with luxury cars.
e. Usage Rate: On the basis of the frequency of travel, people decide on the car to buy. In
case a person needs a family car only for family outing, they may look for a one time
investment in a spacious car. On the other hand, if a person has huge amount of daily travel,
he would prefer a good mileage car with less operational cost as well.
4. Psychographic Segmentation
a. Social Class: Social class plays a major role in segmentation for the automobile industry.
With more than 40% of the population of Indian lying in the middle class bracket, it becomes
all the more important segment for the marketers to consider. Working class and upper
lowers constitute the other prime target in the small car manufacturers.
b. Life-style: Life style is an important psychographic segmentation composed of a

combination of factors such as activities, interest and opinions. Ex: As part of its rebranding
GHS-IMR (PGDM) 47
Himanshu Gupta
exercise, Fiat India is rolling out a number of products to cater to the lifestyle segment in the
auto market.(economic times)
c. Personality: The customers are further segmented on their personality traits like sports
oriented person, easy going. People are also segmented on their value system. The awareness
about the new technologies, latest trends in the car market is a direct attribute of the level of
education of the consumer. This is evident from the fact that 2/3rd of the car buyer are
graduate or above.
5. Behavioural Segmentation
a. Decision Roles: When it comes to car, where huge investment is involved, people
generally tend to take reference from other users. They go for test rides, get it checked from
some experienced people who are much more comfortable about cars.
b. Occasions: In India, people do buy cars in the festival season, and during the marriage
seasons.
c. Benefits: Consumer looks for the following benefits from a car.

i. Power: People do look for power from power. According to their need they look
for cars in their respective power basket (i.e. 600cc – 1300cc). A higher power is
related to give higher speed, acceleration by the consumers.
ii. Technology: With all sort of products available in the small cars market,
technology can act as a differentiator for consumer. New technologies such as
MPFI (multi point fuel injection), turbo charging, electronic traction control, anti
locking braking systems, and catalytical convertors.
GHS-IMR (PGDM) 48
Himanshu Gupta
iii. Fuel Economy: People do look for better fuel economy in terms of mileage given
by the car. Preferred Fuel: With the rise in petrol prices, people have been looking
for alternatives such as diesel, CNG, LPG. Many car buyers in India prefer the
diesel variant whatever may be the choice of car, because of the favourable cost
differential diesel.
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Himanshu Gupta
Research Design:
It is the plan, structure of investigation conceived so as to obtain answer to research question
and to control variance. It is the specification of methods and procedures for acquiring the
information needed.
It is concerned with:
 Overall operational pattern
 Framework of the project
 Stipulates what information is needed
The first step that undertakes in the report was the selection of research. The research design,
which was adopted for the study, was exploratory and descriptive in nature. At first
exploratory research was conducted to define know the problem well and the descriptive
research was conducted.
The two types of research are as follows:
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Himanshu Gupta
 Exploratory research: It is to generate new ideas. In this respondent should be given
sufficient freedom to express themselves. Eg: - In a business where sales have been
declining for the past few months, the cases exploratory research used to be
conducted.
In Honda I have observed that the sales of Honda is declining, so I selected

Exploratory research for this project in order to get the reasons and also get to know
about the brief of the consumer buying behaviour.
 Descriptive research: They are well structured. It can be complex, a high degree of
scientific skill on the part of the demanding a high degree of scientific skill on the
part of the researcher. It can be taken in certain circumstances. When the researcher is
interested in knowing the characteristics of certain groups such as age, sex,
educational level, occupation or income, a descriptive study may be necessary.
In this I have selected descriptive research also because I want to know the consumer
buying behaviour and preferences on the basis of their age, gender, education, family
income and occupation
Cross-sectional studies: It is concerned with a sample of elements from a given population.

Data on a number of characteristics from the sample elements are collected and analyzed.
• It has a wider scope.

• Detailed information can be obtained.
• It is economical.
• It takes less time.
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Himanshu Gupta
Data Collection Methods:
In this two kinds of data have been used:
 Primary data: In this research primary data collected by the samples survey
methods personal data collected by the sample’s survey employed. In this method
personal interview technique was employed. In this, I have asked questions from
the respondent in a face to face interview
 Secondary data: This data I have got from the internet and from my product
planning department.
Research Instruments:
I have prepared structured questioner to collect the data and is consisted of Multiple-choice
questions, direct questions and open-ended question. The main function of the questionnaire
was to know the consumer preference and behavior towards a new car Ford Figo and also the
satisfaction level associated with their Ford Figo.
Sample Plan:
A part of a population or a subset from a set of units which is provided by some process or
other.
 Sample Size: The sample size considered is 100.

( One-to-one interaction:- 53
Telephonic Interview:- 47 )
 Method of Sampling: I have used probability, judgmental and convenience sampling.
It is one where the population is divided into mutually exclusive and mutually
exhaustive strata or sub-groups.
GHS-IMR (PGDM) 52
Himanshu Gupta
It gives every unit of the population a known and non-zero probability of being selected. It
gives an equal probability to each unit of the population for being included in the sample.
SAMPLE SIZE: 100

GHS-IMR (PGDM) 53
Himanshu Gupta
Demographic
Finding:-
Gender: Male: 70
Female: 30
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Himanshu Gupta
Suggestion:- As female car users are increasing so will suggest that the Honda should
Target females also by its technology of Auto-Transmission by showing in advertisements
that driving an AT car much easier as compared to Manual-transmission
Findings:-
Age Group: Below 21: 12
21 – 30: 25
31 – 40: 31
41 – 50: 23
Above 50: 9
Suggestion:- Honda should target the age group of 31-40 years because
these are the persons who are newly married or have 1 child and there
GHS-IMR (PGDM) 55
Himanshu Gupta
are not of so much high class to afford a premium class car so they can go
for new Honda
Findings:-
Education: Intermediate: 9
Graduate: 31
Post-Graduate: 60
Suggestions:- Honda Should target post-graduate consumers because it has be obvious that
they can have good salary package
GHS-IMR (PGDM) 56
Himanshu Gupta
Findings:-
Family Income: Below Rs. 45,000: 8
Rs. 45,001-60,000: 15
Rs. 60,001-75,000: 27
Rs. 75,001-90,000: 21
Above Rs. 90,000: 29
Suggestions:- The family income plays the most important role in buying behaviour of the
car so Honda should target the consumers whose income is above Rs. 45,000 and specially
targeted towards whose income lies in the range of Rs. 60,000 - 75,000.
GHS-IMR (PGDM) 57
Himanshu Gupta
Findings:-
Marital Status: Single: 24
Married with no children: 20
Married having 1 child: 33
Married having 2 or more child: 23
Suggestions:- Honda should target consumers who are married and have 1 child
GHS-IMR (PGDM) 58
Himanshu Gupta
Findings:-
Occupation: Service: 29
Official: 11
Businessman/Self-employed: 26
Professional: 11
Others: 23
Suggestions:- Honda should target service and business class families for their new car
GHS-IMR (PGDM) 59
Himanshu Gupta
Findings:-
Users of Car
Users of Cars First Car User Additional Car Replacement Replacement

User Car User Car user and
Have
additional Car
also
No of 22 19 32 27
Responses
Users of Cras
Replacement Car
user and Have
additional Car also,
27 First Car User, 22
Additional Car
User, 19
Replacement Car
User, 32
First Car User

Additional Car User
Replacement Car User
Replacement Car user and Have additional Car also
Suggestions:- In this we can see the replacement car users are the most who are replacing
there car with the new car. Honda can target those customers whose cars need replacement
due to some reason, and the most common reason may be the oldness of the car.
GHS-IMR (PGDM) 60
Himanshu Gupta
Findings
Reasons for the Purchase of New Car
Reasons for purchase of New Ford Figo No of Responses

Wanted to buy before trade-in value of the previous car become too low 25
Financial status has now improved 17
Previous Car had Troubles 12
Became necessary for work 10
Family structure changed 8
Wanted to have your personal car, apart from the family 7
Became necessary for commuting to work/ school 5
Got driver’s license 3
Disappointed with the dealer of the previous car 3
Received as a gift for entering school/ getting new job 1
Maintenance costs for previous car were too high 1
Other 7
Reasons for Purchase of New Car
Other
Maintenance costs for previous car were too high
Received as a gift for entering school/ getting new job
Disappointed with the dealer of the previous car
Got driver’s license
Reasons
Became necessary for commuting to work/ school

Wanted to have your personal car, apart from the family
Family structure changed
Became necessary for work
Previous Car had Troubles
Financial status has now improved
Wanted to buy before trade-in value of the previous car become too low
0 5 10 15 20 25 30
No of Responses
Suggestions:- Honda should target those consumers whose small car has become older
(Above 4 years) and they need to buy a new car before the trade value of there previous car
become too low and consumers whose financial status is increasing.
Findings:
Other Cars considered before purchase
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Himanshu Gupta
Other Cars Considered No of Responses
Chevrolet Beat 78
Maruti A-Star 52
Hyundai i10 39
Hyundai i20 37
Tata Indica 27
Volkswagen Polo 25
Maruti Swift 23
Hyundai Santro 23
Maruti Wagon-R 22
Honda Jazz 22
Maruti Zen Estilo 14
Chevrolet Spark 6
Hyundai Getz 6
Fiat Punto 1
Other 2
Cars considered before the purchase of Ford Figo
Other
Fiat Punto
Hyundai Getz
Chevrolet Spark
Maruti Zen Estilo
Honda Jazz
Cars
Maruti Wagon-R
Hyundai Santro
Maruti Swift
Volkswagen
Tata Indiaca
Hyundai i20
Hyundai i10
Maruti A-Star
Chevrolet Beat
0 10 20 30 40 50 60 70 80 90
No of Responses
Suggestions:- Keeping in mind key features of the competitors Honda should launch its
Honda new car
Findings:
Reasons for the Consideration of those cars
Reasons for the consideration of those Cars No of Responses
New in the Market 49
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Himanshu Gupta
Same Price Range 45
Having Good Brand Name 39
Same Segment 33
Current Car from the same Segment 1
Comparison seen in any Television/Magazines 1
Reasons for the consideration of those cars
Comparison seen in any Television/Magazines
Current Car from the same Segment

Reasons
Same Segment
Having Good Brand Name
Same Price Range
New in the Market
0 10 20 30 40 50 60
No of Responses
Suggestions:- Honda should launch it car by the time his competitors are not launching as
the Honda’s biggest competitor Toyota is also planning to launch its new car in 2011,
because consumers mostly prefer a new launched car.
Findings
Sources of Information
Source of Information No of Responses
Friends and Relatives 41
Television 33
Magazines and Newspapers 33
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Himanshu Gupta
Internet 27
Pamphlets & Brochures 24
Pamphlets & Brochures
Internet
Source
Magazines and Newspapers
Television
Friends and Relatives
0 5 10 15 20 25 30 35 40 45
No of Responses
Suggestions :- The most preferred is friends and relatives for which the companies don’t
have any approach, but increasing its advertisements in television, Magazines and
newspapers company can increase its sales.
Findings
Satisfaction Reasons in Ford Figo
Satisfaction Reasons No of Responses
Driving Performance 48
Comfortable Drive 39
Mileage 37
Bluetooth Interface 29
Design 26
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Himanshu Gupta
Seating Comfort 23
Roominess/Spaciousness 14
Air-Conditioning 9
Safety Features 7
Durability 6
Storage Space 6
Size of Your Car 4
Reliability 4
Quality 3
Engine 1
Others 5
Satisfaction Reasons in Ford Figo
Others
Engine
Quality
Reliability
Size of Your Car
Storage Space
Reasons
Durability
Safety Features
Air-Conditioning
Rominess/Spaciousness
Seating Comfort
Design
Bluetooth Interface
Mileage
Comfortable Drive
Driving Performance
0 10 20 30 40 50 60
No of Responses
Suggestions:- Honda should manufacture its car by considering that its should provide best
driving performance comfortable drive and mileage in its new car.
Findings
Dissatisfaction Reasons in Ford Figo
Dissatisfaction Reasons No of Responses
Air-Conditioning 17
Mileage 13
Reliability 9
Durability 8
Seating Comfort 5
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Dissatisatisfaction reasons in Ford Figo
Seating Comfort
Durability
Reasons
Reliability
Mileage
Air-Conditioning
0 2 4 6 8 10 12 14 16 18
No of Responses
Suggestions:- Honda should consider all the 5 things above so that they can deliver their best
to the consumer along with the safety, good engine, etc.
Findings:
Use of New feature ‘Bluetooth Interface’
User of Mobile Phone while Driving No of Responses

Yes 64
No 36
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Himanshu Gupta
Use of Mobile Phone while Driving
36%
Yes
No
64%
Use of Bluetooth Interface while Driving No of Responses

Daily 7
Weekly 13
Once a Month 16
Never 28
Use of Bluetooth Interface while Driving
7, 11%
28, 44% 13, 20%
16, 25%
Daily Weekly Once a Month Never
Suggestions:- The assembling of new feature in the Ford Figo is not seemed to be the very
good, because the people are not so familiar with this feature but I will suggest that this
feature should be there in the car because most of the people use mobile phone while driving
and it is one of the safety feature and Honda should also make familiar with to consumer
with this new feature.
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Findings
Use of New Feature ‘Height Adjustment’
No of Family members who drives the car No of Responses
Self Driven 21
Driven by one other family member 47
Driven by more than one family member 32
No of family Members who drve the Car
21, 21%
32, 32%
47, 47%
Self Driven Driven by one other family member Driven by more than one family member
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Suggestion:- Honda should also have the feature of Height adjust of seat in the car because
as the number of family members who use to drive the car and are of different height then it
will be helpful for them to use.
Findings:-
Tagline “Feel the Difference”
Association with the Tagline No of responses

Yes 19
No 18
Can't say 63
Association with the Tag Line of Ford
19, 19%
18, 18%
63, 63%
Yes No Can't say
Suggestions :- As the tag line of Ford says that “Feel the difference” but the findings shows
that consumer can not able to recognize it properly so I will suggest Honda that they should
GHS-IMR (PGDM) 69
Himanshu Gupta
have some such extra ordinary thing in their car so that it makes a difference in the cars,
because the consumers attract towards the new attractive thing and also with the tagline of
the car which reflect the car.
Findings:-
Additional accessories installed in new Ford Figo
Additional accessories installed No of responses
Yes 79
No 21
Additional Accessories Installed
21, 21%
79, 79%
Yes No
Place from where additional accessories have been Purchased No of responses

Company 43
Outside (After market) 36
GHS-IMR (PGDM) 70
Himanshu Gupta
Place fromwhere additional accessories have been Purchased
36, 46%
43, 54%
Company Outside (After market)
Additional Accessories Installed No of Responses

Car Floor Mat 71
Car Seat Cushion 56
Car Sun Shade 34
Cigarette Lighter and Charger 27
Steering Wheel Cover 21
Graphics 2
Other 5
Additional Accessories Installed
Other
Graphics
Accessories
Steering Wheel Cover
Cigratte Lighter and Charger
Car Sun Shade

Car Seat Cushion
Car Floor Mat
0 10 20 30 40 50 60 70 80
No of Responses
Suggestions:- As findings shows that people use to additional accessories in their car. Mostly
they purchase it from the company. So I will suggest that company should provide basic and
GHS-IMR (PGDM) 71
Himanshu Gupta
low cost accessories like floor mat, seat cushion, sun shade, cigarette lighter, charger and
steering wheel cover as a free gift along with the car to attract the consumers.
Findings:-
Image of Honda as a Brand
Image o Honda as a Brand No of Responses
Youthful 13
Technologically Advanced 53
Reliable 22
Royal Brand 27
Luxurious 38
Other 12
Image of Honda as a Brand
12, 7% 13, 8%
38, 23%
53, 33%
27, 16%
22, 13%
Youthful Technologically Advanced Reliable Royal Brand Luxurious Other
Suggestions:- As the findings shows that Honda is technically advanced. So I will suggest
Honda that they should advertise their product by focusing more towards technology. As Jazz
GHS-IMR (PGDM) 72
Himanshu Gupta
is not performing well in the market so it may be possible that giving a good message to the
consumer may help.
SAMPLE SIZE: 22
GHS-IMR (PGDM) 73
Himanshu Gupta
Findings:-
Gender: Male: 16
Female: 22
First time user of Car
Gender
Male
Female
Pies showcounts
GHS-IMR (PGDM) 74
Himanshu Gupta
Findings:-
Age: Below 21: 2
21 – 30: 7
31 – 40: 10
41 – 50: 3
GHS-IMR (PGDM) 75
Himanshu Gupta
Findings:-
Graduate: 9
Post-graduate: 12
GHS-IMR (PGDM) 76
Himanshu Gupta
Findings:-
Family Income: Below Rs 45,000: 2
Rs 45,001 – 60,000: 8
Rs 60,001 – 75,000: 5
Rs 75,001 – 90,000: 4
Above Rs. 90,000: 3
Findings:-
GHS-IMR (PGDM) 77
Himanshu Gupta
Findings:-
Official: 2
GHS-IMR (PGDM) 78
Himanshu Gupta
Professional: 3
Others: 6
Findings:-
Reason for Purchase of New Car
Reasons for Purchase of New Car No of Responses

GHS-IMR (PGDM) 79
Himanshu Gupta
Other 3
Other

Reasons
Became necessary for commuting to work/ school
0 1 2 3 4 5 6 7
No of Responses
Findings:-
Other cars considered before purchase

Chevrolet Beat 18
Maruti A-Star 13
GHS-IMR (PGDM) 80
Himanshu Gupta
Hyundai i10 9
Maruti Wagon-R 7
Tata Indica 4
Hyundai Santro 4
Maruti Zen Estilo 3
Hyundai i20 3
Honda Jazz 2
Chevrolet Spark 2
Volkswagen Polo 2
Hyundai Getz 1
Maruti Swift 1
First car user who have considered other cars before the Purchase of
Ford Figo
Maruti Swift
Hyundai Getz
Volkswagen Polo
Chevrolet Spark
Honda Jazz
Hyundai i20
Cars
Maruti Zen Estilo

Hyundai Santro
Tata Indiaca
Maruti Wagon-R
Hyundai i10
Maruti A-Star
Chevrolet Beat
0 2 4 6 8 10 12 14 16 18 20
No of Responses
Findings:-
Reasons for the consideration of those Cars

Same Price Range 14
Same Segment 12
GHS-IMR (PGDM) 81
Himanshu Gupta
New in the Market 7
New in the Market
Same Segment
Reasons
Current Car from the

same Segment
Same Price Range
0 2 4 6 8 10 12 14 16
No of Responses
Findings:-
Source of information about this Car

Internet 7
Television 5
Magazines and 5
GHS-IMR (PGDM) 82
Himanshu Gupta
Newspapers
Television
Source
Internet
0 1 2 3 4 5 6 7 8 9 10
No of Responses
Findings:-
Key Satisfaction Reasons in New Ford Figo

Design 11
Mileage 10
Air-Conditioning 4
Seating Comfort 4
GHS-IMR (PGDM) 83
Himanshu Gupta
Reliability 3
Size of Your Car 2
Safety Features 2
Storage Space 2
Quality 1
Durability 1
Satisfaction reasons in Ford Figo
Durability
Quality
Storage Space
Safety Features
Size of Your Car
Reasons
Bluetooth Interface
Reliability
Seating Comfort
Air-Conditioning
Mileage
Comfortable Drive
Design
Driving Performance
0 2 4 6 8 10 12 14
No of Responses
Findings:-
Dissatisfaction reasons in your Ford Figo

Durability 5
Mileage 3
Air-Conditioning 3
Reliability 3
Seating Comfort 1
GHS-IMR (PGDM) 84
Himanshu Gupta
Dissatisfaction reasons in Ford Figo
Seating Comfort
Reliability
Reasons
Air-Conditioning
Mileage
Durability
0 1 2 3 4 5 6
No of Responses
GHS-IMR (PGDM) 85
Himanshu Gupta
SAMPLE SIZE: 19
Respondents who have additional Car also
Findings:-
Gender: Male: 10
Female: 9
GHS-IMR (PGDM) 86
Himanshu Gupta
Findings:-
21 – 30: 5
31 – 40: 4
41 – 50: 4
Above 50: 1
GHS-IMR (PGDM) 87
Himanshu Gupta
Findings:-
Graduate: 4
Post-Graduate: 11
GHS-IMR (PGDM) 88
Himanshu Gupta
Findings:-
Family Income: Rs. 45,001-60,000: 1
Rs. 60,001-75,000: 4
Rs. 75,001-90,000: 7
Above Rs. 90,000: 7
GHS-IMR (PGDM) 89
Himanshu Gupta
Findings:-
GHS-IMR (PGDM) 90
Himanshu Gupta
Findings:-
Official: 1
Professional: 1
Others: 5
GHS-IMR (PGDM) 91
Himanshu Gupta
Findings:-

GHS-IMR (PGDM) 92
Himanshu Gupta
Received as a gift for entering school/ getting new job 1
R easo ns for P urchase of N ew C ar
B ec am e neces s ary for com m uting to work / s c hool

G ot driver’s lic ens e
B ecam e nec es s ary for work
Rec eived as a gift for entering s c hool/ getting new job
Reasons
W anted to buy before trade-in value of the previous c ar bec om e too low
P rvious Car had Troubles
Financial s tatus has now im proved
Fam ily struc ture c hanged
W anted to have your pers onal c ar, apart from the fam ily
0 1 2 3 4 5 6
No of Re sponse s
Findings:-
Other cars have along with Ford Figo
Cars No of Responses
Hyundai Santro 8
Maruti Wagon-R 7
Tata Indica 6
Hyundai i10 3
Maruti Swift Dzire 3
Honda City 3
Maruti Swift 2
Ford Fiesta 2
Maruti SX4 2
GHS-IMR (PGDM) 93
Himanshu Gupta
Chevrolet Spark 1
Honda Jazz 1
Others 4
Additional Car have along with Ford Figo
Others
Honda Jazz
Chevrolet Spark
Maruti SX4
Ford Fiesta
Maruti Swift
Cars
Honda City
Maruti Swift Dzire
Hyundai i10
Tata Indica
Maruti Wagon-R
Hyundai Santro
0 1 2 3 4 5 6 7 8 9
No of Responses
Findings:-
Other Cars considered before Purchase

Chevrolet Beat 11
Maruti A-Star 8
Hyundai Santro 7
Hyundai i10 6
Maruti Wagon-R 5
Hyundai i20 5
Honda Jazz 4
Tata Indica 3
Volkswagen Polo 3
GHS-IMR (PGDM) 94
Himanshu Gupta
Maruti Zen Estilo 2
Maruti Swift 2
Chevrolet Spark 1
Fiat Punto 1
Additional Car users who have considered other cars before the
purchase of Ford Figo
Fiat Punto
Chevrolet Spark
Maruti Swift
Maruti Zen Estilo
Volkswagen Polo
Tata Indiaca
Cars
Honda Jazz
Hyundai i20
Maruti Wagon-R
Hyundai i10
Hyundai Santro
Maruti A-Star
Chevrolet Beat
0 2 4 6 8 10 12
No of Responses
Findings:-

New in the Market 9
Same Price Range 8
Same Segment 7
GHS-IMR (PGDM) 95
Himanshu Gupta
Having Good Brand

Name
Same Segment
Reasons
Same Price Range
New in the Market
0 1 2 3 4 5 6 7 8 9 10
No of responses
Findings:-
Source of Information about this car

Television 6
Internet 6
GHS-IMR (PGDM) 96
Himanshu Gupta
Internet
Sources
Television
0 2 4 6 8 10 12
No of Responses
Findings:-
Key Satisfaction Reason in Ford Figo

Comfortable Drive 9
Mileage 7
Seating Comfort 7
Durability 3
Design 3
GHS-IMR (PGDM) 97
Himanshu Gupta
Safety Features 2
Air-Conditioning 1
Size of Your Car 1
Storage Space 1
Satisfaction Reason in Ford Figo
Storage Space
Size of Your Car
Air-Conditioning
Safety Features
Design
Reasons
Durability
Rominess/Spaciou
Seating Comfort
Mileage
Bluetooth Interface
Driving
Comfortable Drive
0 1 2 3 4 5 6 7 8 9 10
No of Responses
Findings:-

Air-Conditioning 5
Mileage 4
Reliability 3
Durability 1
GHS-IMR (PGDM) 98
Himanshu Gupta
Dissatisfaction reasons in Ford Figo
Durability
Reliability
Reasons
Mileage
Air-Conditioning
0 1 2 3 4 5 6
No of Responses
GHS-IMR (PGDM) 99
Himanshu Gupta
SAMPLE SIZE: 32
Respondents who have replaced their car
Findings:-
Gender: Male: 25
Female: 7
GHS-IMR (PGDM) 100

Himanshu Gupta
Findings:-
21 – 30: 5
31 – 40: 12
41 – 50: 8
Above 50: 4
GHS-IMR (PGDM) 101
Himanshu Gupta
Findings:-
Graduate: 8
Post-Graduate: 22
GHS-IMR (PGDM) 102

Himanshu Gupta
Findings:-
Rs. 45,001-60,000: 4
Rs. 60,001-75,000: 15
Rs. 75,001-90,000: 7
Above Rs. 90,000: 1
GHS-IMR (PGDM) 103
Himanshu Gupta
Findings:-
GHS-IMR (PGDM) 104

Himanshu Gupta
Findings:-
Official: 7
Professional: 4
Others: 6
GHS-IMR (PGDM) 105

Himanshu Gupta
Findings:-
Reasons for Purchase of New Ford Figo No of Responses

GHS-IMR (PGDM) 106
Himanshu Gupta
Maintenance costs for previous car were too high 1
R e a so n s fo r P u rch a s e o f N e w C a r
M aintenanc e c os ts for previous c ar were too high

W anted to have y our pers onal c ar, apart from the fam ily
F am ily s truc ture c hanged
Dis appointed with the dealer of the previous c ar
Reasons
B ec am e nec es s ary for work

P rvious Car had Troubles
Financ ial s tatus has now im proved
W anted to buy before trade-in value of the previous c ar bec om e too low
0 2 4 6 8 10 12 14 16
No of Re sp o n se s
Findings:-
Car Replaced with your New Ford Figo
Cars Replaced No of Responses
Hyundai Santro 8
Maruti Wagon-R 6
Tata Indica 5
Maruti Alto 2
Maruti Zen Estilo 2
Chevrolet Spark 2
Chevrolet Aveo UV-A 1
Other 5
GHS-IMR (PGDM) 107

Himanshu Gupta
Resondents who have changed their car with Ford Figo
Other
Chevrolet Aveo UV-A
Chevrolet Spark
Maruti Zen Estilo
Cars
Maruti Alto
Tata Indica
Maruti Wagon-R
Hyundai Santro
0 1 2 3 4 5 6 7 8 9
No of Responses
Findings:-
Other Cars Considered before purchase

Chevrolet Beat 26
Maruti A-Star 16
Hyundai i20 14
Maruti Swift 12
Hyundai i10 11
Volkswagen Polo 11
Hyundai Santro 8
Tata Indica 8
Honda Jazz 7
Maruti Wagon-R 6
GHS-IMR (PGDM) 108
Himanshu Gupta
Maruti Zen Estilo 5
Hyundai Getz 3
Chevrolet Spark 1
Replacement Car users who have considered other cars before the
purchase of Ford Figo
Chevrolet Spark
Hyundai Getz
Maruti Zen Estilo
Maruti Wagon-R
Honda Jazz
Tata Indiaca
Cars
Hyundai Santro
Volkswagen
Hyundai i10
Maruti Swift
Hyundai i20
Maruti A-Star
Chevrolet Beat
0 5 10 15 20 25 30
No of Responses
Findings:-
Reasons for the Consideration of those Cars

Same Price Range 11
Same Segment 9
Comparison seen in any Television/Magazines 1
GHS-IMR (PGDM) 109

Himanshu Gupta
Comparison seen in any Television/Magazines
Current Car from the same Segment

Reasons
Having Good Brand Name
Same Segment
Same Price Range
New in the Market
0 2 4 6 8 10 12 14 16
No of responses
Findings:-
Source of Information

Television 11
Internet 8
GHS-IMR (PGDM) 110

Himanshu Gupta
Sources of information
Internet
Sources
Television
0 2 4 6 8 10 12 14 16
No of Responses
Findings:-
Key Satisfaction reasons in Ford Figo

Mileage 14
Seating Comfort 8
Design 7
Air-Conditioning 3
GHS-IMR (PGDM) 111
Himanshu Gupta
Quality 2
Durability 2
Storage Space 2
Safety Features 1
Reliability 1
Engine 1
Satisfaction in Ford Figo
Engine
Reliability
Safety Features
Storage Space
Durability
Quality
Reasons
Air-Conditioning
Bluetooth Interface
Design
Seating Comfort
Comfortable Drive
Mileage
Driving Performance
0 2 4 6 8 10 12 14 16 18
No of Responses
Findings:-

Mileage 4
Seating Comfort 3
Air-Conditioning 2
Durability 1
Reliability 1
GHS-IMR (PGDM) 112

Himanshu Gupta
Dissatisfaction Reason in Ford Figo
Reliability
Durability
Reasons
Air-Conditioning
Seating Comfort
Mileage
0 0.5 1 1.5 2 2.5 3 3.5 4 4.5

No of Responses
GHS-IMR (PGDM) 113

Himanshu Gupta
SAMPLE SIZE: 27
Respondents who have replaced their car and have additional car also
Findings:-
Gender: Male: 19
Female: 8
GHS-IMR (PGDM) 114

Himanshu Gupta
Findings:-
21 – 30: 6
31 – 40: 5
41 – 50: 8
Above 50: 4
GHS-IMR (PGDM) 115

Himanshu Gupta
Findings:-
Graduate: 10
Post-Graduate: 15
GHS-IMR (PGDM) 116

Himanshu Gupta
Findings:-
Rs. 45,001-60,000: 2
Rs. 60,001-75,000: 3
Rs. 75,001-90,000: 3
Above Rs. 90,000: 18
GHS-IMR (PGDM) 117
Himanshu Gupta
Findings:-
GHS-IMR (PGDM) 118

Himanshu Gupta
Findings:-
Official: 1
Professional: 3
Others: 6
GHS-IMR (PGDM) 119

Himanshu Gupta
Findings:-
Reason for purchase of New Car

GHS-IMR (PGDM) 120
Himanshu Gupta
Other 2
Other
Disappointed with the dealer of the previous car
Reasons

Prvious Car had Troubles
Wanted to buy before trade-in value of the previous car become too low
0 1 2 3 4 5 6 7 8 9 10
No of Responses
Findings:-
Additional Cars have and Replaced a car for the New Ford Figo
Hyundai Santro 9
Tata Indica 9
Maruti Wagon-R 7
Maruti Swift 5
Hyundai i10 5
Honda City 5
Maruti SX4 4
Chevrolet Spark 3
GHS-IMR (PGDM) 121
Himanshu Gupta
Honda Jazz 2
Ford Fiesta 2
Hyundai Verna 1
Maruti Zen Estilo 1
Hyundai Getz 1
Others 12
Respondents who have Additional Cars and replaced also
Others
Hyundai Getz
Chevrolet Aveo
Maruti Zen Estilo
Hyndai Verna
Ford Fiesta
Honda Jazz
Cars
Chevrolet Spark
Maruti Swift
Maruti SX4
Honda City
Hyundai i10
Maruti Swift
Maruti Wagon-R
Tata Indica
Hyundai Santro
0 2 4 6 8 10 12 14
No of Respnses
Findings:-
Cars replaced with and have additional other cars also
Hyundai Santro 9
Tata Indica 9
Maruti Wagon-R 7
Maruti Swift 5
Hyundai i10 5
Honda City 5
Maruti SX4 4
Chevrolet Spark 3
Honda Jazz 2
Ford Fiesta 2
GHS-IMR (PGDM) 122
Himanshu Gupta
Hyndai Verna 1
Maruti Zen Estilo 1
Hyundai Getz 1
Others 12
Respondents who have Additional Cars and replaced also
Others
Hyundai Getz
Chevrolet Aveo
Maruti Zen Estilo
Hyndai Verna
Ford Fiesta
Honda Jazz
Cars
Chevrolet Spark
Maruti Swift
Maruti SX4
Honda City
Hyundai i10
Maruti Swift
Maruti Wagon-R
Tata Indica
Hyundai Santro
0 2 4 6 8 10 12 14
No of Respnses
Findings:-
Other cars considered before purchase

Chevrolet Beat 23
Maruti A-Star 15
Hyundai i20 15
Hyundai i10 13
Tata Indica 12
Honda Jazz 9
Volkswagen Polo 9
Maruti Swift 8
Maruti Wagon-R 4
Hyundai Santro 4
Maruti Zen Estilo 4
Hyundai Getz 2
Chevrolet Spark 2
GHS-IMR (PGDM) 123
Himanshu Gupta
Other 2
Replacement Car users who have considered considered other cars

before purchase and have additional car also
Other
Chevrolet Spark
Hyundai Getz
Maruti Zen Estilo
Hyundai Santro
Maruti Wagon-R
Maruti Swift
Cars
Volkswagen Polo
Honda Jazz
Tata Indiaca
Hyundai i10
Hyundai i20
Maruti A-Star
Chevrolet Beat
0 5 10 15 20 25
No of Responses
Findings:-
Reasons for the Consideration of those Cars

Same Price Range 12
Same Segment 10
GHS-IMR (PGDM) 124

Himanshu Gupta
Same Segment
New in the Market

Reasons
Having Good Brand

Name
Same Price Range
9 9.5 10 10.5 11 11.5 12 12.5

No of Responses
Findings:-
Source of information

Television 11
Internet 6
GHS-IMR (PGDM) 125

Himanshu Gupta
Internet

Sources
Television
0 2 4 6 8 10 12
No of Responses
Findings:-
Key satisfaction reasons in Ford Figo
Mileage 6
Design 5
Comfortable Drive 4
Seating Comfort 4
Safety Features 2
Air-Conditioning 1
GHS-IMR (PGDM) 126
Himanshu Gupta
Size of Your Car 1
Storage Space 1
Satisfaction Reasons in Ford figo
Storage Space
Size of Your Car
Air-Conditioning
Safety Features
Reasons
Seating Comfort
Comfortable Drive
Design
Mileage
Driving Performance
Bluetooth Interface
0 2 4 6 8 10 12 14
No of Responses
Findings:-
Air-Conditioning 7
Mileage 2
Reliability 2
Durability 1
Seating Comfort 1
GHS-IMR (PGDM) 127

Himanshu Gupta
Seating Comfort
Durability
Reasons
Reliability
Mileage
Air-Conditioning
0 1 2 3 4 5 6 7 8
No of Responses
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Himanshu Gupta
Target Customers for New Honda Small Car
Once the firm has identified its market-segment opportunities, it is ready to initiate market
targeting. Here, marketers evaluate each segment to determine how many and which ones to
target and enter.
In target market Honda should target towards the small car industry and should look for the
consumers for Honda Small Car.
Resources of target market
GHS-IMR (PGDM) 129

Himanshu Gupta
• Newness of model: The consumers will be targeted who are more conscious to buy a
new model of the car.
• Brand Image of Honda: The brand image of Honda is good in the market, so the
consumers who look for the brand should be targeted
• 'Man Maximum - Machine Maximum': The Honda will be using its great concept
of design by its famous slogan 'Man Maximum - Machine Maximum'
• Honda’s Technology: Honda has always believed in giving more excitement and
more joy. Be it designing high performance sports cars that are a pleasure to behold
and a joy to drive or creating the world's first humanoid robot to walk on two legs or
countless other technologies that astonish and delight, Honda's spirit of exploration
frequently invents the future. Not surprisingly, millions of people worldwide often
respond to Honda's spirit of innovation with a sense of delight and amazement.
Honda's obsession for technology that continuously improves upon the performance
and safety of all Honda vehicles is what sets it apart from other names in the car
industry. The three great innovations of Honda are Asimo, Jet, FCX.
• Target on the basis of Demographic:-

 Male and Females both will be targeted specially females will be targeted on
the basis of the technology of Automatic Transmission.
 Honda should target the age group of 31-40 years because

these are the persons who are newly married or have 1 child
and there are not of so much high class to afford a premium
class car so they can go for new Honda
 Honda Should target post-graduate consumers because it has be obvious that

they can have good salary package
GHS-IMR (PGDM) 130

Himanshu Gupta
 The family income plays the most important role in buying behaviour of the
car so Honda should target the consumers whose income is above Rs. 45,000
and specially targeted towards whose income lies in the range of Rs. 60,000 -
75,000.
 Honda should target consumers who are married and have 1 child because
now a days people with prefer to have a car. In that case people use to
purchase small car for the small family
 As the MNC’s are entering in the Indian market so the scope for the service
industry is increasing. So Honda should target the consumers of service class
industry
GHS-IMR (PGDM) 131

Himanshu Gupta
MARKETING-MIX
Product
Product variety:- Honda should launch its different variants to differentiate between from
the low class to the high class. They should also launch the variant of Automatic-
transmission in their car because it is easier to drive as compare to manual transmission to
specially target females.
Quality:- As Honda is known for its technology and they never do compromise with the
quality. So I will suggest Honda to consider the price factor along with maintained quality.
GHS-IMR (PGDM) 132
Himanshu Gupta
Design:- As Honda has already designed their car and the design is really good
Features:- Honda should have their Standard features as well as specially features according
to the new concept car.
Exterior Interior Safety and Security Convenience

Body Colored Integrated Audio with Dual Front SRS Air Conditioner
Bumpers AM/FM CD MP3 + Airbags with Heater
Aux in
GHS-IMR (PGDM) 133
Himanshu Gupta
Body Colored Front & Rear Speakers ABS with Brake Driver and
Outside Rear Assist Passenger Vanity
View Mirrors Mirror
Body Colored Seat fabric Color - EBD (Electronic Tilt Steering
Door Handles Titanium Brake-force Column
Distribution)
Halogen Lights Rear Seat (60:40 split) G-CON (G Force Tilt Steering
Control Technology) Column
Rear Micro Seat Back Pocket ECU Immobilizer Drive by Wire
Antenna (Passenger Side)
Mud Flaps Front Seatbelt Instant Fuel
Pretentioner with Load Consumption
Limiter Display
Day/Night Side Rear Power Door Lock
View Mirror
Rear Wiper Headlight Height
Adjuster
High Mount Stop Power Door Mirror
Lamp
Full Size Spare Tyre Front Seat Belt
Height Adjuster
Power Windows
Front & Rear Seat
Adjustable Headrest
Key Alarm
Headlight Alarm
Foot Rest
Front and Rear
Console Pockets
Accessory Socket
Front and Rear door

Lining Pockets
GHS-IMR (PGDM) 134

Himanshu Gupta
Brand Image:- The brand image of Honda is good but from last 2 years they are loosing so
for the success and maintain its brand image they have to give their best.
Warranties:- Honda should provide warranty of at least 1 year and if possible expand it upto
3 years as its competitor Chevrolet is doing.
Price
List Price:- As they are in entry of B segment so the list price should not exceed above 4.5
lakhs.
Discounts:- The company should also offer discounts at the time of year end as all other
companies provide discount at the month of December.
Allowances:- The company should provide atleast 6 free services to its consumers and
provide basic accessories like floor mat, seat cushion, sun shade, cigarette lighter, charger
and steering wheel cover to its consumers.
Promotion
Advertising:- As Honda has good brand image in terms of technology thy should show the
message of advanced technology and also target females by giving the message that
automatic-transmission is easier to drive as compared to manual transmission in
advertisements of daily soaps.
Corporate Sales:- As companies provide cars to their employees, so Honda should also
target companies for the corporate sales and providing some extra benefit to them.
Place
GHS-IMR (PGDM) 135

Himanshu Gupta
Location:- Honda will be manufacturing it car in Greater Noida Factory and if the Demand
will increase they will also operate in Rajasthan Factory.
Inventory:- Honda should plan for proper inventory because it has been seen that the
demand for new car is always high and that to of specially small cars.
GHS-IMR (PGDM) 136

Himanshu Gupta
Other Recommendations
• In the findings we have seen that the replacement car users are the most who are
replacing there car with the new car. Honda should target those consumers whose
small car has become older (Above 4 years) and they need to buy a new car before
the trade value of there previous car become too low and consumers whose financial
status is increasing.
• Keeping in mind key features of the competitors Honda should launch its Honda new
car. As in the Ford Figo there are certain new feature like Bluetooth Interface and
Height adjustable seats.
• Honda should launch it car by the time his competitors are not launching as the
Honda’s biggest competitor Toyota is also planning to launch its new car in 2011,
because consumers mostly prefer a new launched car.
• The findings shows that source of information through which has the highest
frequency is friends and relatives for whom the companies don’t have any approach,
but increasing its advertisements in television, Magazines and Newspapers Company
can increase its sales.
• Honda should manufacture its car by considering that it should provide best driving
performance comfortable drive and mileage in its new car as seen in the findings of
GHS-IMR (PGDM) 137
Himanshu Gupta
Ford Figo that these are the key satisfaction reasons. They should also concentrate in
other features also to deliver their best.
• Honda should consider all the 5 things i.e. Air-conditioning, mileage, reliability,
durability and seating comfort in their new car because it has been seen that the
consumers of Ford Figo are quite dissatisfied with these features. Honda should
deliver their best by concentrating on these dissatisfaction areas.
• The assembling of new feature in the Ford Figo is not seemed to be the very good,
because the people are not so familiar with this feature but I will suggest that this
feature should be there in the car because most of the people use mobile phone while
driving and it is one of the safety feature and Honda should also make familiar with to
consumer with this new feature. Till the time of the launching of Honda’s car people
may become familiar with this feature.
• Honda should also have the feature of Height adjust of seat in the car because as the
number of family members who use to drive the car are of different height then it will
be helpful for them to use.
• As the tag line of Ford says that “Feel the difference” but the findings shows that
consumer can not able to recognize it properly, so I will suggest Honda that they
should have some such extra ordinary thing in their car so that it makes a difference
in the cars, because the consumers attract towards the new attractive thing and also
with the tagline of the car which reflect the car.
• As findings shows that people use to have additional accessories in their car. Mostly
they purchase it from the company. So I will suggest that company should provide
basic and low cost accessories like floor mat, seat cushion, sun shade, cigarette
lighter, charger and steering wheel cover as a free gift along with the car to attract the
consumers.
• As the findings shows that Honda is technically advanced. So I will suggest Honda
that they should advertise their product by focusing more towards technology. As
Jazz is not performing well in the market so it may be possible that giving a good
message to the consumer may help.
GHS-IMR (PGDM) 138

Himanshu Gupta
• It has been seen in the findings that few consumers wants some additional things in
their cars like alloy wheels, graphics, sun roof, navigator, etc. in their. As these things
are costly and increase the cost of the car. So it is recommended to Honda that
considering the cost factor first, they could not provide these feature but they can
launch one another best model of this which can provide these features. The
consumers which will be targeted for this car will be those who already have car.
LIMITATIONS:
• Some places do not entertain researcher at all.

• The study depends upon samples.
• The findings of the study are subjected to time and cost consideration.
• During the visits to various locations, due to busy schedules of these persons repeated
visits were required to get their confirmations as a result of which too much time was
wasted.
• Also many people asked for my visiting card to verify my authenticity, which I was
not able to produce.
• Probability of certain factors which could not be highlighted like (price, status symbol
etc) because of customer ego and profile.
GHS-IMR (PGDM) 139

Himanshu Gupta
GHS-IMR (PGDM) 140
Himanshu Gupta
QUESTIONNAIRE
This is Himanshu Gupta from GHS-IMR Institute, Kanpur. I am doing a survey of
customers of Ford Figo. In survey I will be getting to know about your satisfaction level
and reasons related to the purchase of your new FORD FIGO.
Kindly cooperate with me in filling the Questionnaire
Q 1. Is this is your First Car, Additional Car or Replacement Car?

 First Car  Additional Car  Replacement Car
Q 2. Which are the other cars you have? Please specify. (Answer if option 2 is selected in Q.
1.)
 Maruti 800  Maruti Alto  Hyundai Santro
 Tata Indica  Maruti wagon-R  Maruti Swift
 Maruti Zen Estilo  Hyundai Getz  Chevrolet Aveo UV-A
 Chevrolet Spark  Tata Indigo  Ford Fiesta
 Hyundai i10  Hyundai Verna  Maruti Swift Dzire
 Maruti SX4  Honda Jazz  Honda City
 Others (Please Specify) ______________________________________________
Q 3. Which car have you replaced with your New Ford Figo? (Answer if option 3 is selected
in Q. 1.)
 Maruti 800  Maruti Alto  Hyundai Santro
 Tata Indica  Maruti wagon-R  Maruti Swift
 Maruti Zen Estilo  Hyundai Getz  Chevrolet Aveo UV-A
 Chevrolet Spark  Other (Please Specify) ___________________________
Q 4. Reasons for the purchase of New Car?

 Dissatisfied with the performance of the previous car
 Your previous car had troubles
 You wanted to buy before the trade-in value of the previous car become too low
 Financial status has now improved
 Your family structure changed
GHS-IMR (PGDM) 141
Himanshu Gupta
 Received as a gift for entering school/ getting new job
 Became necessary for work
 You got your driver’s license
 Your company gave you a car
 Became necessary for commuting to work/ school
 You wanted to have your personal car, apart from the family
 Disappointed with the dealer from whom you bought your previous car
 Purchase conditions improved
 Maintenance costs for previous car were too high
 Need better Mileage

 Any other (Please Specify) ___________________________________________
Q 5. Which are the other cars you have considered before the purchase of your new Ford
Figo?
 Chevrolet Beat  Chevrolet Spark  Honda Jazz  Tata Indica
 Maruti Zen Estilo  Maruti A-star  Maruti Swift  Maruti WagonR
 Hyundai Santro  Hyundai i10  Hyundai Getz  Hyundai i20
 Fiat Punto  Volkswagen Polo  None
 Other (Please Specify) ______________________________________________
Q 6. Please can you tell me why you have considered these cars ?
 Same Segment  Same Price Range  Current car from the same company
 Having good brand name  New in the market
 Comparison seen in any television / magazines  Others
Q 7. From which source have you got the information about Ford Figo?
 Television  Magazines and Newspapers  Internet
 Pamphlets & Brochures  Friends and Relatives  Others
Q 8. Which things have you considered at the time of purchase of your new Ford Figo?
 Price  Design and Style  Newness of model  Mileage
 Brand Image  Services and Parts  Convenience from Dealer
Q 9. Which are the key satisfaction reasons in your Ford Figo?

 Design  Quality  Roominess / Spaciousness
 Engine  Mileage  Comfortable Drive
 Air-conditioning  Driving Performance  Size of your car
 Safety Features  Durability  Reliability
 Seating comfort  Bluetooth Interface  Storage Space
 Ground Clearance  Others (Please Specify) _______________________
GHS-IMR (PGDM) 142

Himanshu Gupta
Q 10. Which are the key dissatisfaction reasons in your Ford Figo?
 Design  Quality  Roominess / Spaciousness
 Engine  Mileage  Comfortable Drive
 Air-conditioning  Driving Performance  Size of your car
 Safety Features  Durability  Reliability
 Seating comfort  Bluetooth Interface  Storage Space
 Ground Clearance  Others (Please Specify) _______________________
Q 11. Which additional feature would you like to be there in your Ford Figo?
__________________________________________________________________
Q 12. Do you use your mobile phone while driving?

 Yes  No
Q 13. How often do you use your new feature ‘Bluetooth Interface’ in your car? (Answer if
option 1 is selected in Q 12.)
 Daily  Weekly  Once a month  Never
Q 14. Do you normally drive the car or is it driven by some other family member also?
 Self Driven  Driven by one other family member
 Driven by more than one family member
Q 15. Do you use the driver seat height adjustment?

 Daily  Weekly  Once a month  Never
Q 16. Can you associate yourself with the tag line ‘Feel the difference’ of Ford?
 Yes  No  Can’t say
Q 17. Have you installed any additional accessories in your Ford?

 Yes  No
Q 18. From where you have purchased your car accessories? (Answer if option 1 is selected
in Q 17)
 Company  Outside (After Market)
Q 19. Which additional accessories have you installed in your car? (Answer if option 1 is
selected in Q 17)
 Car Sun Shade  Steering Wheel Cover  Car Floor Mat
 Graphics  LCD  Navigator
 Car Seat Cushion  Cigarette Lighter and Mobile Charger
 Other (Please Specify) _____________________________________________
Q 20. What is the image in your mind in terms of ‘HONDA’ as a brand?

GHS-IMR (PGDM) 143
Himanshu Gupta
 Youthful  Technologically Advanced  Reliable  Royal Brand
 Luxurious  Other (Please Specify) _________________________________
Demographic Questions
Name :-
Address :-
Telephone / Mobile No. :-
Gender :-
 Male  Female
Age (in years) :-

 Below 21  21 – 30  31 – 40  41 – 50  Above 50
Your Education :-
 Intermediate  Graduate  Post – Graduate  Other
Your Family Income (Monthly) :-

 Below Rs. 45,000  Rs. 45,001 – 60,000  Rs. 60,001 – 75,000
 Rs. 75,001 – 90,000  Above Rs. 90,000
Marital Status :-
 Single  Married with no children  Married having 1 child
 Married having 2 or more Children
Your Occupation :-
 Service  Official  Businessman / Self-employed  Professional
GHS-IMR (PGDM) 144

Himanshu Gupta
Survey – Demographic Information
Respondent Family Marital
No. Gender Age Education Income Status Occupation
1 1 3 3 5 3 3
2 2 1 1 5 1 5
3 2 3 2 4 3 4
4 1 5 2 5 4 3
5 1 4 3 4 3 3
6 2 2 2 5 1 5
7 2 1 1 5 1 5
8 1 5 3 3 3 4
9 1 2 2 5 2 1
10 2 3 2 5 4 5
11 1 3 3 5 2 1
12 1 3 2 2 3 3
13 1 2 2 3 2 1
14 1 4 3 5 4 1
15 2 2 3 2 1 2
16 1 4 3 5 4 4
17 1 4 2 4 4 3
18 1 4 3 5 4 3
19 1 2 2 5 1 5
20 1 2 3 5 2 1
21 1 4 3 5 4 3
22 1 2 3 3 1 1
23 1 5 3 5 4 3
24 1 5 2 5 4 3
25 2 4 3 1 1 1
26 1 4 3 5 3 1
27 2 2 3 5 1 5
28 1 2 3 3 2 1
29 2 1 1 3 1 5
30 2 2 2 2 4 4
31 1 1 2 3 3 5
32 2 1 1 5 1 3
33 2 2 3 4 1 1
34 1 4 3 4 3 3
35 1 4 3 4 3 3
GHS-IMR (PGDM) 145
Himanshu Gupta
36 1 1 1 5 1 5
37 2 3 3 4 2 1
38 2 4 2 5 4 5
39 1 3 3 4 3 1
40 1 3 3 4 2 3
41 1 5 2 4 3 5
42 1 4 3 5 3 3
43 2 1 1 5 1 1
44 2 2 3 5 4 2
45 2 2 3 5 2 1
46 1 3 3 3 3 3
47 1 4 3 4 3 2
48 2 3 2 3 3 5
49 1 2 3 4 2 2
50 1 3 3 3 3 4
51 1 3 2 2 3 3
52 1 2 3 5 1 1
53 1 1 2 1 1 5
54 1 2 3 2 3 1
55 1 2 3 2 1 1
56 1 4 3 3 3 3
57 1 3 2 1 4 3
58 1 4 3 4 3 1
59 1 2 3 3 2 1
60 1 3 2 2 3 3
61 2 3 2 2 3 4
62 1 3 2 3 2 1
63 1 3 3 2 3 3
64 2 2 3 2 2 5
65 1 1 1 2 1 5
66 2 3 3 4 1 4
67 2 3 2 5 4 5
68 2 2 2 5 1 5
69 1 5 3 3 3 4
70 1 3 2 2 2 4
71 1 3 3 3 2 1
72 1 4 3 3 4 3
73 1 1 1 1 1 5
74 1 3 3 2 3 1
75 2 4 3 3 3 2
76 1 2 3 4 2 1
77 1 3 2 3 3 3
78 2 1 2 1 1 5
79 1 1 2 1 1 5
GHS-IMR (PGDM) 146
Himanshu Gupta
80 1 3 3 3 4 1
81 1 2 3 5 1 1
82 1 2 3 4 2 2
83 1 5 2 4 4 4
84 1 3 3 3 2 2
85 2 5 3 4 4 3
86 1 2 3 1 3 1
87 2 3 3 3 3 5
88 1 4 2 3 3 3
89 1 4 3 3 3 2
90 1 3 2 3 2 2
91 1 4 3 3 4 2
92 1 4 3 4 2 3
93 1 4 3 4 4 4
94 1 3 3 2 2 1
95 1 4 3 3 4 1
96 1 3 3 2 3 1
97 2 5 3 3 4 3
98 1 3 2 4 4 2
99 2 3 3 3 3 5
100 2 2 1 1 1 5
Coding in SPSS
Gender:- Male:- 1
Female:- 2
Age: Below 21: 1

21 – 30: 2
31 – 40: 3
41 – 50: 4
Above 50: 5
Graduate: 2
GHS-IMR (PGDM) 147
Himanshu Gupta
Post-Graduate: 3
Family Income: Rs. 45,001-60,000: 1
Rs. 60,001-75,000: 2
Rs. 75,001-90,000: 3
Above Rs. 90,000: 4

Official: 2
Professional: 4
Others: 5
GHS-IMR (PGDM) 148

Himanshu Gupta
Users of Cars First Car User Additional Car Replacement Replacement
User Car User Car user and
Have
additional Car
also
No of 22 19 32 27
Responses
Replacement Car Replaced Car and have

Replacement Car Total User Additional Car
Maruti 800 1 1 0
Maruti Alto 2 2 0
Hyundai Santro 17 8 9
Tata Indica 10 5 5
Maruti Wagon-R 13 6 7
Maruti Swift 1 0 1
Maruti Zen Estilo 2 2 0
Hyundai Getz 0 0 0
Chevrolet Aveo UV-A 1 1 0
Chevrolet Spark 3 2 1
Other 9 5 4
Additional Car Additional car have and

Additional Car Total have replaced
Maruti 800 0 0 0
GHS-IMR (PGDM) 149
Himanshu Gupta
Maruti Alto 0 0 0
Hyundai Santro 17 8 9
Tata Indica 15 6 9
Maruti Wagon-R 14 7 7
Maruti Swift 7 2 5
Maruti Zen Estilo 1 0 1
Hyundai Getz 1 0 1
Chevrolet Aveo UV-A 1 0 1
Chevrolet Spark 4 1 3
Tata Indigo 0 0 0
Ford Fiesta 4 2 2
Hyundai i10 8 3 5
Hyndai Verna 1 0 1
Maruti Swift Dzire 6 3 3
Maruti SX4 6 2 4
Honda Jazz 3 1 2
Honda City 8 3 5
Others 16 4 12
Replacement
Car user and
First have
Reasons for Total No of Car Additional Replacemen Additional
Replacement Responses User Car User t Car User Car Also
Previous Car had
Troubles 12 0 1 4 7
GHS-IMR (PGDM) 150
Himanshu Gupta
Wanted to buy
before trade-in
value of the
previous car
become too low 25 0 1 15 9
Financial status has
now improved 17 6 2 6 3
Family structure
changed 8 1 4 1 3
Received as a gift
for entering school/
getting new job 1 0 1 0 0
Became necessary
for work 10 6 1 2 1
Got driver’s license 3 2 1 0 1
Became necessary
for commuting to
work/ school 5 4 1 0 0
Wanted to have
your personal car,
apart from the
family 7 0 5 1 0
Disappointed with
the dealer of the
previous car 3 0 0 2 1
Maintenance costs
for previous car
were too high 1 0 0 1 0
Other 7 3 2 0 1
Replaced
and have
Other Cars Total Car First Car Additional Replacemen additional
Considered Users Users Car Users t Car Users car
Chevrolet Beat 78 18 11 26 23
Chevrolet Spark 6 2 1 1 2
Honda Jazz 22 2 4 7 9
Tata Indica 27 4 3 8 12
Maruti Zen Estilo 14 3 2 5 4
GHS-IMR (PGDM) 151
Himanshu Gupta
Maruti A-Star 52 13 8 16 15
Maruti Swift 23 1 2 12 8
Maruti Wagon-R 22 7 5 6 4
Hyundai Santro 23 4 7 8 4
Hyundai i10 39 9 6 11 13
Hyundai Getz 6 1 0 3 2
Hyundai i20 37 3 5 14 15
Fiat Punto 1 0 1 0 0
Volkswagen Polo 25 2 3 11 9
None 0 0 0 0 0
Other 2 0 0 0 2
Replaced
Reason for the and have
consideration of Total Car First Car Additional Replacemen additional
those cars Users Users Car Users t Car Users car
Same Segment 33 7 7 9 10
Same Price Range 45 14 8 11 12
Current Car from
the same Segment 1 0 0 1 0
Having Good Brand
Name 39 12 6 9 12
New in the Market 49 14 9 14 12
Comparison seen in
any Television
/Magazines 1 0 0 1 0
Others 0 0 0 0 0
Replaced
and have
Source of Total Car First Car Additional Replacement additional
Information Users Users Car Users Car Users car
Television 33 5 6 11 11
Magazines and
Newspapers 33 5 7 12 9
Internet 27 7 6 8 6
Pamphlets &
Brochures 24 6 6 5 7
GHS-IMR (PGDM) 152
Himanshu Gupta
Friends and
Relatives 41 9 10 14 8
Others 0 0 0 0 0
Replaced
Satisfaction and have
Reasons in Ford Total Car First Car Additional Replacement additional
Figo Users Users Car Users Car Users car
Design 26 11 3 7 5
Quality 3 1 0 2 0
Roominess
/Spaciousness 14 3 4 4 3
Engine 1 0 0 1 0
Mileage 37 10 7 14 6
Comfortable Drive 39 12 9 14 4
Air-Conditioning 9 4 1 3 1
Driving
Performance 48 13 8 17 10
Size of Your Car 4 2 1 0 1
Safety Features 7 2 2 1 2
Durability 6 1 3 2 0
Reliability 4 3 0 1 0
Seating Comfort 23 4 7 8 4
Bluetooth Interface 29 3 8 6 12
Storage Space 6 2 1 2 1
Ground Clearance 0 0 0 0 0
Others 0 0 0 0 0
Key Replaced
Dissatisfaction Total and have
reasons in Ford Car First Car Additional Replacement additional
Figo Users Users Car Users Car Users car
Design 0 0 0 0 0
Quality 0 0 0 0 0
Roominess
/Spaciousness 0 0 0 0 0
Engine 0 0 0 0 0
Mileage 13 3 4 4 2
Comfortable Drive 0 0 0 0 0
Air-Conditioning 17 3 5 2 7
GHS-IMR (PGDM) 153

Himanshu Gupta
Driving
Performance 0 0 0 0 0
Size of Your Car 0 0 0 0 0
Safety Features 0 0 0 0 0
Durability 8 5 1 1 1
Reliability 9 3 3 1 2
Seating Comfort 5 1 0 3 1
Bluetooth Interface 0 0 0 0 0
Storage Space 0 0 0 0 0
Ground Clearance 0 0 0 0 0
Others 0 0 0 0 0
Replaced
User of Mobile and have
Phone while Total Car First Car Additional Replacement additional
Driving Users Users Car Users Car Users car
Yes 64 13 13 17 21
No 36 9 6 15 6
Replaced
User of Bluetooth and have
Interface while Total Car First Car Additional Replacement additional
Driving Users Users Car Users Car Users car
Daily 7 1 1 2 3
Weekly 13 3 3 5 2
Once a Month 16 2 4 1 9
Never 28 7 5 9 7
Replaced
No of Family and have
members who Total Car First Car Additional Replacement additional
drives the car Users Users Car Users Car Users car
Self Driven 21 8 3 7 3
Driven by one other
family member 47 7 11 14 15
Driven by more
than one family
member 32 7 5 11 9
Association with Total Car First Car Additional Replacement Replaced

GHS-IMR (PGDM) 154
Himanshu Gupta
and have
additional
the Tag Line Users Users Car Users Car Users car
Yes 19 4 2 5 8
No 18 1 5 9 3
Can't say 63 17 12 18 16
Replaced
Additional and have
accessories Total Car First Car Additional Replacement additional
installed Users Users Car Users Car Users car
Yes 79 19 14 24 22
No 21 3 5 8 5
Replaced
and have
Total Car First Car Additional Replacement additional
Place of Purchase Users Users Car Users Car Users car
Company 43 13 9 10 11
Outside (After
market) 36 6 5 14 11
Replaced
Additional and have
Accessories Total Car First Car Additional Replacement additional
Installed Users Users Car Users Car Users car
Car Sun Shade 34 5 9 8 12
Steering Wheel
Cover 21 9 1 5 6
Car Floor Mat 71 17 13 22 19
Graphics 2 1 0 0 1
LCD 0 0 0 0 0
Navigator 0 0 0 0 0
Car Seat Cushion 56 16 9 12 9
Cigarette Lighter
and Charger 27 4 6 7 10
Other 5 0 2 1 2
GHS-IMR (PGDM) 155

Himanshu Gupta
Replaced
and have
Image of Honda as a Total Car First Car Additional Car Replacement additional
Brand Users Users Users Car Users car
Youthful 13 4 3 2 4
Technologically
Advanced 53 9 10 19 15
Reliable 22 3 9 7 3
Royal Brand 27 5 2 7 13
Luxurious 38 9 5 8 16
Other 12 1 0 6 5
REFERENCES
Webliography
• < http://www.hondacarindia.com/about/globalHonda.aspx > About Honda
• < http://www.hondacarindia.com/jazz/home.html > About Honda Jazz
• < http://www.hondacarindia.com/city/home.html > About Honda City
• < http://www.hondacarindia.com/civic/home.html > About Honda Civic
• < http://www.hondacarindia.com/accord/home.html > About Honda Accord
• < http://www.hondacarindia.com/crv/home.html > About Honda CR-V
GHS-IMR (PGDM) 156

Himanshu Gupta
• <http://www.india.ford.com/servlet/ContentServer?
cid=1248868625707&pagename=FIPL%2FDFYPage%2FFord-
Default&c=DFYPage&site=FIPL > About Ford Figo
• < en.wikipedia.org/wiki/Automobile_industry_in_India > About Automobile Car

Industry in India
• < http://business.mapsofindia.com/automobile/car-manufacturers/small-market.html
> Small Car Industry in India
• < http://world.honda.com/investors/annualreport/2009/pdf/2009-page24-29.pdf >

Honda Motors Financial Status of world
• < http://icra.in/Files/PDF/CreditPerspective/2009-August-HSCIL.pdf > Honda Siel

Cars India Financial Status
• < http://automobiles.mapsofindia.com/cars/new-cars/honda-small-car.html > About

Honda Small Car
• < http://www.justauto.com/article.aspx?id=94799 > Article about Segments of Small

cars
• < http://economictimes.indiatimes.com/articleshow/6000018.cms > An Article on

Economic Times about Ford Figo Sales and Bookings
• < http://www.sagepub.com/upm-data/5005_Seidman_Chapter_5.pdf > A Journal

about the Cars
Bibliography
• Kotler, Philip; Keller, Kevin Lane; Koshy, Abraham; & Jha, Mithileshwar. (2009).
Marketing Management.: Pearson Indian Edition – 13th Edition; Chapter 1: Defining
GHS-IMR (PGDM) 157

Himanshu Gupta
Marketing for the 21st Century, pp. 22-25; & Chapter 8: Identifying Market Segments
and Targets, pp. 201-220
• Malhotra, Naresh K.; & Dash, Strabhushan. (2009). Market Research – An Applied
Orientation: Pearson Indian Edition – 15th Edition; Chapter 2: Defining the Marketing
research Problem and Developing an Approach, pp. 38-53; Chapter 3: Research
Design, pp. 79-86; Chapter 10: Questionnaire and Form Design, pp. 300-301; Chapter
13: Fieldwork, pp. 414-416, Chapter 14: Data Preparation, 428-431; & Chapter 22:
Report Preparation and Presentation, pp. 698-712.
• Black, Ken. (2009). Business Statistics: Wiley India Edition – 4th Edition; Chapter 3:
Descriptive Statistics, pp. 48-71; & Chapter 7: Sampling and sampling Distributions,
pp. 223-231.
• George, Darren; & Mallery, Paul. (2009). SPSS for Windows – Step by Step: Pearson
Low Price Edition – 8th Edition; Chapter 3: creating and editing a data File, pp. 32-39;
Chapter 4: Managing Data, pp. 47-61; Chapter 5: Graphs, pp. 74-86; & Chapter 6:
Frequencies, pp. 91-96.
• Mishra, Anil. (2008). Summer Internship – Simplified: Biztantra – 1st Edition
GHS-IMR (PGDM) 158

Himanshu Gupta

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SUMMER TRAINING REPORT

Submitted in partial fulfillment of the requirements of

Submitted to:- Submitted by:-

“Dr. Gaur Hari Singhania Institute of

The report is submitted as partial fulfillment of the requirement of MBA Program

This report document titled ‘Study of Consumer Behaviour and Preferences in

This report has been verified and authenticated by:

Mr. Gurusharan Dhillon

Recommendations For Details Goto Page

54 Features Recommended for New Honda Car 132 - 133

The survey was conducted of Ford Figo

Sales figure of New Ford Figo

Honda Motor Co. Ltd.: Corporate Profile

Company’s Name : Honda Motor Co. Ltd.

• A US $ 84 Billion Enterprise with over 20 million products sold annually.

Honda Siel Cars India: Company Profile

Name of the Company : Honda Siel Cars India Ltd.

DEPARTMENT – PRODUCT PLANNING

In HSCI, following Departments are there:

HONDA AUTOMOBILE INDUSTRY FINANCIAL STATUS

HONDA SIEL SALES

Product Range & Model

UPCOMING CAR OF HONDA

Features of the Honda Small car

• The car is specially designed making room for five people.

SWOT ANALYSIS OF HONDA

• The Honda Brand Name.

• Don’t follow the orthodox Indian marketing strategy.

• Questionnaire (One – Two – One Interview)

No. of Locations Visited

AUTOMOBILE INDUSTRY IN INDIA

In the 1980s, a number of Japanese manufacturers launched joint-ventures for building

Rank Wise Largest Automobile Manufacturers in India by Sales

Manufacturer wise sales of Cars in India (F.Y. 2009-10)

• Chinkara: Beachster, Hammer, Roadster 1.8S, Rockster, Jeepster, Sailster.

Locally manufactured Automobiles of Foreign Brands

• Audi: A4, A6.

Automobiles sold in India as CBU (Completely Built Units)

• Audi: A8, TT, R8, Q5, Q7.

Segment Wise Share of Car Sales in India (F.Y. 2009-10)

Market Segment of cars in India (F.Y. 2009-10)

Economy Segment Entry B Segment B+ Segment C Segment

Segment Unit Sales (F.Y. 2009-10)

Segments of Cars in India

Economy Segment Medium Segment

SMALL CAR INDUSTRY IN INDIA

Factors driving the demand for small cars in India

Market Share of Small Car Industry in India (F.Y. 2009 - 2010)

B Segment Market Share of Cars B+ Segment Market Share of cars

Market Shareof BSegmentsCarsin

0 50000 100000 150000 200000

Market Share of B+ Segment Cars in India

0 50000 100000 150000

SEGMENTATION OF SMALL CARS

c. Benefits: Consumer looks for the following benefits from a car.

b. Life-style: Life style is an important psychographic segmentation composed of a

c. Benefits: Consumer looks for the following benefits from a car.

 Overall operational pattern

 Framework of the project

 Stipulates what information is needed

The two types of research are as follows:

In Honda I have observed that the sales of Honda is declining, so I selected

Cross-sectional studies: It is concerned with a sample of elements from a given population.