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40013934-Final-Project-Report

40013934-Final-Project-Report

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08/16/2013

pdf

text

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Sections

0

1

2

3

4

5

6

7

8

Air-Conditioning

Mileage

Reliability

Durability

Seating Comfort

Reasons

No of Responses

GHS-IMR (PGDM)
Himanshu Gupta

128

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)
Himanshu Gupta

129

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)
Himanshu Gupta

130

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)
Himanshu Gupta

131

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)
Himanshu Gupta

132

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
Bumpers

Integrated Audio with
AM/FM CD MP3 +
Aux in

Dual Front SRS
Airbags

Air Conditioner
with Heater

GHS-IMR (PGDM)
Himanshu Gupta

133

Body Colored
Outside Rear
View Mirrors

Front & Rear Speakers ABS with Brake
Assist

Driver

and
Passenger Vanity
Mirror

Body Colored
Door Handles Seat fabric Color -
Titanium

EBD (Electronic
Brake-force
Distribution)

Tilt Steering
Column

Halogen Lights Rear Seat (60:40 split) G-CON (G Force

Control Technology) Tilt Steering
Column

Rear Micro
Antenna

Seat Back Pocket
(Passenger Side)

ECU Immobilizer Drive by Wire

Mud Flaps

Front

Seatbelt
Pretentioner with Load
Limiter

Instant

Fuel

Consumption
Display

Day/Night Side Rear
View Mirror

Power Door Lock

Rear Wiper

Headlight Height
Adjuster

High Mount Stop
Lamp

Power Door Mirror

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)
Himanshu Gupta

134

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)
Himanshu Gupta

135

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)
Himanshu Gupta

136

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)
Himanshu Gupta

137

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)
Himanshu Gupta

138

• 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)
Himanshu Gupta

139

GHS-IMR (PGDM)
Himanshu Gupta

140

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)
Himanshu Gupta

141

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

Other (Please Specify) ______________________________________________

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)
Himanshu Gupta

142

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)
Himanshu Gupta

143

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

Other (Please Specify) ______________________________________________

GHS-IMR (PGDM)
Himanshu Gupta

144

Survey – Demographic Information

Respondent
No.

Gender Age Education Family
Income

Marital
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)
Himanshu Gupta

145

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)
Himanshu Gupta

146

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

Education: Intermediate: 1
Graduate: 2

GHS-IMR (PGDM)
Himanshu Gupta

147

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

Marital Status: Single: 1

Married with no children: 2
Married having 1 child: 3
Married having 2 or more child: 4

Occupation: Service: 1
Official: 2
Businessman/Self-employed: 3
Professional: 4
Others: 5

GHS-IMR (PGDM)
Himanshu Gupta

148

Replacement Car Total Replacement Car
User

Replaced Car and have
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 Total Additional Car
have

Additional car have and
replaced

Maruti 800

0

0

0

GHS-IMR (PGDM)
Himanshu Gupta

Users of Cars First Car User Additional Car
User

Replacement
Car User

Replacement
Car user and
Have
additional Car
also

No of
Responses
22

19

32

27

149

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

Reasons for
Replacement

Total No of
Responses

First
Car
User Additional

Car User Replacemen
t Car User

Replacement
Car user and
have
Additional
Car Also

Previous Car had
Troubles

12 0

1

4

7

GHS-IMR (PGDM)
Himanshu Gupta

150

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

Other Cars
Considered Total Car

Users First Car

Users Additional

Car Users Replacemen
t Car Users

Replaced
and have
additional
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)
Himanshu Gupta

151

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

Reason for the
consideration of
those cars Total Car

Users First Car

Users Additional

Car Users Replacemen
t Car Users

Replaced
and have
additional
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

Source of
Information Total Car

Users First Car

Users Additional

Car Users Replacement
Car Users

Replaced
and have
additional
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)
Himanshu Gupta

152

Friends and
Relatives

41

9

10

14

8

Others

0

0

0

0

0

Satisfaction
Reasons in Ford
Figo

Total Car
Users First Car
Users

Additional
Car Users Replacement
Car Users

Replaced
and have
additional
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
Dissatisfaction
reasons in Ford
Figo

Total
Car
Users First Car
Users

Additional
Car Users Replacement
Car Users

Replaced
and have
additional
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)
Himanshu Gupta

153

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

User of Mobile
Phone while
Driving

Total Car
Users First Car
Users

Additional
Car Users Replacement
Car Users

Replaced
and have
additional
car

Yes

64

13

13

17

21

No

36

9

6

15

6

User of Bluetooth
Interface while
Driving

Total Car
Users First Car
Users

Additional
Car Users Replacement
Car Users

Replaced
and have
additional
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

No of Family
members who
drives the car

Total Car
Users First Car
Users

Additional
Car Users Replacement
Car Users

Replaced
and have
additional
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)
Himanshu Gupta

154

the Tag Line

Users Users

Car Users Car Users

and have
additional
car

Yes

19

4

2

5

8

No

18

1

5

9

3

Can't say

63

17

12

18

16

Additional
accessories
installed

Total Car
Users First Car
Users

Additional
Car Users Replacement
Car Users

Replaced
and have
additional
car

Yes

79

19

14

24

22

No

21

3

5

8

5

Place of Purchase Total Car

Users First Car
Users

Additional
Car Users Replacement
Car Users

Replaced
and have
additional
car

Company

43

13

9

10

11

Outside (After
market)

36

6

5

14

11

Additional
Accessories
Installed

Total Car
Users First Car
Users

Additional
Car Users Replacement
Car Users

Replaced
and have
additional
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)
Himanshu Gupta

155

Image of Honda as a
Brand

Total Car
Users

First Car
Users

Additional Car
Users

Replacement
Car Users

Replaced
and have
additional
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)
Himanshu Gupta

156

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)
Himanshu Gupta

157

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
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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:
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Edition

GHS-IMR (PGDM)
Himanshu Gupta

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