SUMMER TRAINING REPORT

on

Submitted in partial fulfillment of the requirements of Post Graduate Diploma in Business Management

Submitted to:Dr. Shekhar Trivedi Associate Professor, Marketing

Submitted by:HIMANSHU GUPTA 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) Himanshu Gupta

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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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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.
I II III IV V VI VII VIII 1 1.1 1.2 2 2.1 2.2 2.3 2.4 2.5 2.6 2.7 2.8 2.9 2.11 2.12 2.13 2.14 3 3.1 3.2 3.3 3.4 3.5 4 4.1 4.2 4.3 4.4

Content
Authorization Certificate of Training
Preface

Page No.
2 3 4 5 6-7 8–9 10 – 12 13 – 15 16 16 18 18 18 19 19 20 -21 22 23 24 25 26 27 28 -29 31 32 - 38 39 - 41 41 - 43 44 - 48 50 - 51 51 52 52 8

Acknowledgement Executive Summary Table of Contents List of Tables List of Figures RESEARCH OBJECTIVE Objective Rationale COMPANY ANALYSIS Industry Analysis Production Domestic Market Road Ahead Honda Motors Co. Ltd. : Corporate Profile Honda Siel Cars India: Corporate Profile Department: Product Planning Honda Automobile Industry Financial Status Honda Siel Cars India Financial Status Honda Siel Sales Product Range and Model Upcoming Car of Honda SWOT Analysis PROJECT Objective Automobile Industry In India Segments of Cars in India Small Car Industry in India Segmentation of Small Cars RESEARCH METHODOLOGY Research Design Data Collection Methods Research Instruments Sample Plan
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FINDINGS / DATA ANALYSIS Total Analysis of All Users Findings of First Class Users Findings of Additional Car Users Findings of Replacement Car Users Findings of Replacement Car Users and have Additional Car Also RECOMMENDATIONS Recommended Target Consumers for New Honda Car Recommended Marketing Mix for New Honda Car Other Recommendations Limitations ANNEXURE Questionnaire Survey Data REFERENCES Webliography Bibliography

54 - 73 75 - 86 88 - 100 102 - 114 116 - 113 131 - 132 134 - 137 139 - 140 141 143 - 146 147 - 158 159 160

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LIST OF TABLES
Page Referenc e
23 24 25 25 25 25 34 38 39 - 40 42 60 61 62 63 64 65 66 67 67 69 70 71 71 72 73 81 82 83 84 10

S. No
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29

Table Name
Honda Automobile Industry Financial Status Honda Siel Cars India Financial Status Honda Total Sale Honda City Sales Honda Civic Sales Honda Accord Sales Manufacturing Wise Sales of cars in India Segment wise Share of Car Sales in India List of Cars in India Segment wise Market Share of B and B+ Segment Cars in India during the F.Y. 2009-10 Total Responses of Consumers (Sample Size 100) Users of Car Reasons for the Purchase of New Car Other Cars considered before purchase Reasons for the Consideration of those cars Sources of Information Satisfaction Reasons in Ford Figo Dissatisfaction Reasons in Ford Figo Use of New feature ‘Bluetooth Interface’ Use of Bluetooth Interface while Driving Use of New Feature ‘Height Adjustment’ Tagline “Feel the Difference” Additional accessories installed in new Ford Figo Place from where additional accessories have been Purchased Additional Accessories Installed Image o Honda as a Brand First Car Users (Sample Size: 22) Reasons for the Purchase of New Car Other Cars considered before purchase Reasons for the Consideration of those cars Sources of Information
GHS-IMR (PGDM) Himanshu Gupta

30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45

46 47 48 49 50 51 52 53 54

Satisfaction Reasons in Ford Figo Dissatisfaction Reasons in Ford Figo Additional Car Users (Sample Size: 19) Reasons for the Purchase of New Car Other Cars have along with Ford Figo Other Cars considered before purchase Reasons for the Consideration of those cars Sources of Information Satisfaction Reasons in Ford Figo Dissatisfaction Reasons in Ford Figo Replacement Car Users (Sample Size: 32) Reasons for the Purchase of New Car Car Replaced with your New Ford Figo Other Cars considered before purchase Reasons for the Consideration of those cars Sources of Information Satisfaction Reasons in Ford Figo Dissatisfaction Reasons in Ford Figo Replacement Car Users and have Additional Car also (Sample Size: 27) Reasons for the Purchase of New Car Additional Cars have and Replaced a car for the New Ford Figo Cars replaced with and have additional other cars also Other Cars considered before purchase Reasons for the Consideration of those cars Sources of Information Satisfaction Reasons in Ford Figo Dissatisfaction Reasons in Ford Figo Features Recommended for New Honda Car

85 86 94 95 96 97 98 99 100 108 109 110 111 112 113 114

122 123 124 125 126 127 128 129 132 - 133

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LIST OF FIGURES
Page Referenc e
16 23 35 38 43 54 55 56 57 58 59 60 61 62 63 64 65 66 67 67 69 70 71 71 72 73 75 76 77 12

S. No
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29

Figure Name
Sales Figure of New Ford Figo Honda Automobile Industry Financial Status Manufacturing Wise Sales of cars in India Segment wise Share of Car Sales in India Market Share of B and B+ Segment Cars in India during the F.Y. 2009-10 Total Responses of Consumers (Sample Size: 100) Gender Age Group Education Family Income Marital Status Occupation Users of Car Reasons for the Purchase of New Car Other Cars considered before purchase Reasons for the Consideration of those cars Sources of Information Satisfaction Reasons in Ford Figo Dissatisfaction Reasons in Ford Figo Use of New feature ‘Bluetooth Interface’ Use of Bluetooth Interface while Driving Use of New Feature ‘Height Adjustment’ Tagline “Feel the Difference” Additional accessories installed in new Ford Figo Place from where additional accessories have been Purchased Additional Accessories Installed Image o Honda as a Brand First Car Users (Sample Size: 22) Gender Age Group Education
GHS-IMR (PGDM) Himanshu Gupta

30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64

Family Income Marital Status Occupation Reasons for the Purchase of New Car Other Cars considered before purchase Reasons for the Consideration of those cars Sources of Information Satisfaction Reasons in Ford Figo Dissatisfaction Reasons in Ford Figo Additional Car Users (Sample Size: 19) Gender Age Group Education Family Income Marital Status Occupation Reasons for the Purchase of New Car Other Cars have along with Ford Figo Other Cars considered before purchase Reasons for the Consideration of those cars Sources of Information Satisfaction Reasons in Ford Figo Dissatisfaction Reasons in Ford Figo Replacement Car Users (Sample Size: 32) Gender Age Group Education Family Income Marital Status Occupation Reasons for the Purchase of New Car Car Replaced with your New Ford Figo Other Cars considered before purchase Reasons for the Consideration of those cars Sources of Information Satisfaction Reasons in Ford Figo Dissatisfaction Reasons in Ford Figo Replacement Car Users and have Additional Car also (Sample Size: 27)
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78 79 80 81 82 83 84 85 86 88 89 90 91 92 93 94 95 96 97 98 99 100 102 103 104 105 106 107 108 109 110 111 112 113 114

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65 66 67 68 69 70 71 72 73 74 75 76 77 78

Gender Age Group Education Family Income Marital Status Occupation Reasons for the Purchase of New Car Additional Cars have and Replaced a car for the New Ford Figo Cars replaced with and have additional other cars also Other Cars considered before purchase Reasons for the Consideration of those cars Sources of Information Satisfaction Reasons in Ford Figo Dissatisfaction Reasons in Ford Figo

116 117 118 119 120 121 122 123 124 125 126 127 128 129

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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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S le a s 100 00 80 00 60 00 S le a s 40 00 20 00 16 0 0 S le a s Fb a 1 e ru ry, 0 16 0 M rch 1 a , 0 71 20 A ril. 1 p 0 70 59 M y, 1 a 0 88 00 71 20 70 59 88 00

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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 Head Office Established President and CEO Capital Employees / Turnover Japan Worldwide R&D Focus Consolidated subsidiaries : Honda Motor Co. Ltd. : Tokyo, Japan : On September, 1948 by Mr. Soichiro Honda : Takanobu Ito : 86 Billion Yen (as of March 31, 2009) : Employees : 44,000 : 181,876 Turnover (Billion Yen) 1,612 4,487

: Spends 334 Billion Yen annually. : 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 CEO & President Established on Location of Unit : Honda Siel Cars India Ltd. : Mr. Takashi Nagai : 5th December 1995. : 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 Equity Share Capital : Rs. 3600 Million : 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 Installed Capacity (2 Shift basis) Item of Manufacture : 1. Honda Jazz 2. Honda City 3. Honda Civic 4. Honda Accord Commencement of Production. Indigenization % : 15th December, 1997 : Startup (Dec ’97) - 57% (July ’05) - 82 % No. of Associates Total Land Area : 2300 : 150 Acres (Approx.) : Rs 7800 Million : 50,000 Units per Annum

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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. GHS-IMR (PGDM) 31 Himanshu Gupta

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 lowGHS-IMR (PGDM) Himanshu Gupta

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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 Maruti Hyundai Tata Mahindra General Motors Toyota Honda Ford Fiat Skoda Hindustan Motors Volkswagen BMW Mercedes Audi Nissan Volvo Porsche

Unit sales 870,778 314,954 234,930 156,122 87,097 63,818 61,815 36,922 24,798 17,443 10,517 4,064 3,930 3,737 2,052 419 127 106

Manufacturer wise sales of Cars in India (F.Y. 2009-10)
1,000,000 Unit Sales 800,000 600,000 400,000 200,000 0
ut i H yu nd ai Ta ta M a G en hi n dr er a al M ot or s To yo ta H on da da M ar Sk o th er s rd Fo Fi at

Unit sales

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.
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• • • • •

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) Himanshu Gupta

• • • • • • • • •

• • • • • • • • •

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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% 1% 15% 0% 1% 1% 11%

13%

25% 11%

Economy Segment Lower D Segment SUV's

Entry B Segment Upper D Segment Commercial

B+ Segment Luxury Segment

C Segment MUV's

Segment Economy Segment

Unit Sales (F.Y. 2009-10) 306,686
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Entry B Segment B+ Segment C Segment Lower D Segment Upper D Segment Luxury Segment MUV's SUV's Commercial

631,191 262,689 278,338 27,592 15,483 5,288 352,164 14,198 531,395

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 Maruti 800 Maruti Alto Amby Nano Medium Segment Entry B Segment B+ Segment Zen Estilo Swift Santro Ritz i10 Fusion Indica Polo WagonR Getz A Star I20 Spark Aveo U-VA Beat Fiat 500 Figo Beetle Palio Fabia Jazz Grande Punto

Premium Segment
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C Segment Dzire Indigo Logan Accent Ikon Verna Linea Fiesta Aveo Lancer SX4 City

Lower D Segment Octavia Corolla Cedia Optra Jetta Civic

Upper D Segment Accord Teana Sonata Mercedes C-Class Camry Laura Superb BMW 3 Series Passat

Luxury Segment Mercedes E-Class Mercedes S-Class CLS+SLK+Maybach 5 Series 6 Series + Z4 7 series S 80 A4 A6 A8 + R8 TT 911 Cayman + Boxer + Panamera

The below table is of Cars available in segment of Multi Utility Vehicles and Sports Utility Vehicles

MUV's Jeep Jypsy Omni Eeco Sumo Versa Tavera Xylo Innova Scorpio Safari

SUV's Vitara Pajero Outlander CR-V Montero Prado Fortuner Endeavour Tucson X-Trail Captiva X3 X5 XC 90 Touareg
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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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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 i10 149,242 Wagon R 144,898 Indica 114,415 Santro 86,272 Spark 42,282 Zen Estilo 41,624 A-star 32,186 Beat 12,614 Figo 7,316 Palio 342 B+ Segment Market Share of cars Swift 116,167 Ritz 63,095 i20 42,116 Grande Punto 13,308 Jazz 7,543 Getz 6,461 Fabia 6,438 Aveo U-VA 6,138 Others 1,423 42

GHS-IMR (PGDM) Himanshu Gupta

Market Share of B Segment Cars in India
M r e S a eo BS g e ts a sin ak t h r f e mn C r In ia(F . 2 0 -1 ) d .Y 0 9 0
P lio a F o ig Ba et A ta -s r Zn e Sa p rk Sn a tr In ic d a Wg ao i1 0 32 4 7 1 ,3 6 1 ,6 4 2 1 3 ,1 6 2 8 4 ,6 4 1 2 4 ,2 2 2 8 8 ,2 2 6 7 14 1 1 ,4 5 14 9 4 ,8 8 19 4 4 ,2 2 0 500 00 100 000 U it S s n ale 100 500 200 000

Market Share of B+ Segment Cars in India

Cars

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M r e S a eo B C r S g e t in ak t h r f + a e mn In ia(F . 2 0 -1 ) d .Y 0 9 0
O e th rs Fb a ia Jz az i2 0 S ift w 0 500 00 U it S le n a s 100 000 1 2 ,4 3 6 3 ,1 8 6 3 ,4 8 6 6 ,4 1 7 4 ,5 3 1 ,3 8 3 0 4 ,1 6 2 1 6 ,0 5 3 9 16 6 1 ,1 7 100 500

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) Himanshu Gupta

Cars

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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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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.

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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

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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.
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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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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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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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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.
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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
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Demographic
Finding:Gender: Male: 70 Female: 30

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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

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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

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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.
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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

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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

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Findings:Users of Car

Users of Cars

First Car User

Additional Car User

Replacement Car User

Replacement Car user and Have additional Car also 27

No of Responses

22

19

32

Replacement Car user and Have additional Car also, 27

Users of Cras

First Car User, 22

Replacement Car User, 32 First Car User Additional Car User Replacement Car User

Additional Car User, 19

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.

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Findings Reasons for the Purchase of New Car Reasons for purchase of New Ford Figo Wanted to buy before trade-in value of the previous car become too low Financial status has now improved Previous Car had Troubles Became necessary for work Family structure changed Wanted to have your personal car, apart from the family Became necessary for commuting to work/ school Got driver’s license Disappointed with the dealer of the previous car Received as a gift for entering school/ getting new job Maintenance costs for previous car were too high Other
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 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 No of Responses 20 25 30

No of Responses 25 17 12 10 8 7 5 3 3 1 1 7

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
GHS-IMR (PGDM) Himanshu Gupta

Reasons

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Other Cars Considered Chevrolet Beat Maruti A-Star Hyundai i10 Hyundai i20 Tata Indica Volkswagen Polo Maruti Swift Hyundai Santro Maruti Wagon-R Honda Jazz Maruti Zen Estilo Chevrolet Spark Hyundai Getz Fiat Punto Other
Cars considered before the purchase of Ford Figo
O e th r F t P nto ia u H un ai G tz y d e C v tS a he role p rk M ru Z E a ti en stilo H n Ja o da zz M ruti W o a ag n-R Hu a S n y nd i a tro M ru S ift a ti w V lksw ge o a n T In ia ata d ca H n i i2 yu da 0 H n i i1 yu da 0 M aruti A ta -S r C e le B a h vro t e t 0 10 2 0 30 40 5 0

No of Responses 78 52 39 37 27 25 23 23 22 22 14 6 6 1 2

Cars

60

7 0

8 0

90

N o R p n es o f es o s

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 New in the Market
GHS-IMR (PGDM) Himanshu Gupta

No of Responses 49 62

Same Price Range Having Good Brand Name Same Segment Current Car from the same Segment Comparison seen in any Television/Magazines
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

45 39 33 1 1

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 Friends and Relatives Television Magazines and Newspapers No of Responses 41 33 33 63

GHS-IMR (PGDM) Himanshu Gupta

Internet Pamphlets & Brochures
Sources of Information
Pamphlets & Brochures Internet Source Magazines and Newspapers Television Friends and Relatives 0 5 10 15 20 25 30 35

27 24

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 Driving Performance Comfortable Drive Mileage Bluetooth Interface Design No of Responses 48 39 37 29 26
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Seating Comfort Roominess/Spaciousness Air-Conditioning Safety Features Durability Storage Space Size of Your Car Reliability Quality Engine Others
Satisfaction Reasons in Ford Figo Others Engine Quality Reliability Siz of Your Car e Storage Space Durability Safety Features A ir-Conditioning Rom iness/Spaciousness Seating Com fort Design Bluetooth Interface M ileage Com fortable Drive Driving Perform ance 0 10 20 30 N of Responses o 40

23 14 9 7 6 6 4 4 3 1 5

Reasons

50

60

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 Air-Conditioning Mileage Reliability Durability Seating Comfort No of Responses 17 13 9 8 5 65

GHS-IMR (PGDM) Himanshu Gupta

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 Yes No No of Responses 64 36

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Use of Mobile Phone while Driving

36% Yes No 64%

Use of Bluetooth Interface while Driving Daily Weekly Once a Month Never
Use of Bluetooth Interface while Driving

No of Responses 7 13 16 28

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

32, 32%

21, 21%

47, 47%

Self Driven

Driv by one other family member en

Driv by more than one family member en

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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 Yes No Can't say
Association with the Tag Line of Ford

No of responses 19 18 63

19, 19%

63, 63%

18, 18%

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
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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 Yes No No of responses 79 21

Additional Accessories Installed

21, 21%

79, 79%

Yes

No

Place from where additional accessories have been Purchased Company Outside (After market)
GHS-IMR (PGDM) Himanshu Gupta

No of responses 43 36 70

Place fromwhere additional accessories have been Purchased

36, 46%

43, 54%

C pany om

Outside (After market)

Additional Accessories Installed Car Floor Mat Car Seat Cushion Car Sun Shade Cigarette Lighter and Charger Steering Wheel Cover Graphics Other

No of Responses 71 56 34 27 21 2 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

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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 Youthful Technologically Advanced Reliable Royal Brand Luxurious Other No of Responses 13 53 22 27 38 12

Image of Honda as a Brand

12, 7% 38, 23%

13, 8%

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
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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

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Findings:Gender: Male: 16 Female: 22

First time user of Car

Gender
Male Fem ale Pies showcounts

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Findings:Age: Below 21: 2 21 – 30: 7 31 – 40: 10 41 – 50: 3

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Findings:Education: Intermediate: 1 Graduate: 9 Post-graduate: 12

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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

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Marital Status: Single: 6 Married with no children: 4 Married having 1 child: 10 Married having 2 or more child: 2

Findings:Occupation: Service: 6 Official: 2
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Businessman/Self-employed: 5 Professional: 3 Others: 6

Findings:Reason for Purchase of New Car Reasons for Purchase of New Car Financial status has now improved
GHS-IMR (PGDM) Himanshu Gupta

No of Responses 6 79

Became necessary for work Became necessary for commuting to work/ school Got driver’s license Family structure changed Other

6 4 2 1 3

Reasons for Purchase of New Car
Other Family structure changed Reasons Got driver’s license Became necessary for commuting to work/ school Became necessary for work Financial status has now improved 0 1 2 3 4 5 6 7

No of Responses

Findings:Other cars considered before purchase Other Cars Considered Chevrolet Beat Maruti A-Star No of Responses 18 13
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Hyundai i10 Maruti Wagon-R Tata Indica Hyundai Santro Maruti Zen Estilo Hyundai i20 Honda Jazz Chevrolet Spark Volkswagen Polo Hyundai Getz Maruti Swift

9 7 4 4 3 3 2 2 2 1 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 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

Cars

No of Responses

Findings:Reasons for the consideration of those Cars Reasons for the consideration of those Cars Same Price Range Current Car from the same Segment Same Segment
GHS-IMR (PGDM) Himanshu Gupta

No of Responses 14 14 12 81

New in the Market
Reasons for the consideration of those Cars
New in the Market Same Segment Current Car from the same Segment Same Price Range 0 2 4 6 8 10 12 14 16

7

Reasons

No of Responses

Findings:Source of information about this Car Source of Information Friends and Relatives Internet Pamphlets & Brochures Television Magazines and No of Responses 9 7 6 5 5
GHS-IMR (PGDM) Himanshu Gupta

82

Newspapers
Sources of Information
Magazines and Newspapers Television Source Pamphlets & Brochures Internet Friends and Relatives 0 1 2 3 4 5 6 7 8 9 10

No of Responses

Findings:Key Satisfaction Reasons in New Ford Figo Satisfaction Reasons Driving Performance Design Comfortable Drive Mileage Air-Conditioning Seating Comfort No of Responses 13 11 12 10 4 4
GHS-IMR (PGDM) Himanshu Gupta

83

Roominess/Spaciousness Reliability Bluetooth Interface Size of Your Car Safety Features Storage Space Quality Durability

3 3 3 2 2 2 1 1

Satisfaction reasons in Ford Figo
Durability Quality Storage Space Safety Features Size of Your Car Bluetooth Interface Reliability Rominess/Spaciousness 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 Dissatisfaction Reasons Durability Mileage Air-Conditioning Reliability Seating Comfort No of Responses 5 3 3 3 1

Reasons

GHS-IMR (PGDM) Himanshu Gupta

84

Dissatisfaction reasons in Ford Figo
Seating Comfort Reliability Reasons Air-Conditioning Mileage Durability 0 1 2 3 No of Responses 4 5 6

GHS-IMR (PGDM) Himanshu Gupta

85

SAMPLE SIZE: 19

Respondents who have additional Car also Findings:Gender: Male: 10 Female: 9

GHS-IMR (PGDM) Himanshu Gupta

86

Findings:Age Group: Below 21: 5 21 – 30: 5 31 – 40: 4 41 – 50: 4 Above 50: 1
GHS-IMR (PGDM) Himanshu Gupta

87

Findings:Education: Intermediate: 4 Graduate: 4 Post-Graduate: 11

GHS-IMR (PGDM) Himanshu Gupta

88

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) Himanshu Gupta

89

Findings:Marital Status: Single: 6 Married with no children: 4 Married having 1 child: 7 Married having 2 or more child: 3

GHS-IMR (PGDM) Himanshu Gupta

90

Findings:Occupation: Service: 6 Official: 1 Businessman/Self-employed: 6 Professional: 1 Others: 5
GHS-IMR (PGDM) Himanshu Gupta

91

Findings:Reason for Purchase of New Car Reasons for Purchase of New Car Wanted to have your personal car, apart from the family Family structure changed Financial status has now improved Previous Car had Troubles Wanted to buy before trade-in value of the previous car become too low
GHS-IMR (PGDM) Himanshu Gupta

No of Responses 5 4 2 1 1 92

Received as a gift for entering school/ getting new job Became necessary for work Got driver’s license Became necessary for commuting to work/ school
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 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

1 1 1 1

Reasons

No of Re sponse s

Findings:Other cars have along with Ford Figo Cars Hyundai Santro Maruti Wagon-R Tata Indica Hyundai i10 Maruti Swift Dzire Honda City Maruti Swift Ford Fiesta Maruti SX4 No of Responses 8 7 6 3 3 3 2 2 2
GHS-IMR (PGDM) Himanshu Gupta

93

Chevrolet Spark Honda Jazz Others

1 1 4

Additional Car have along with Ford Figo
Others Honda Jazz Chevrolet Spark Maruti SX4 Ford Fiesta Maruti Swift Honda City Maruti Swift Dzire Hyundai i10 Tata Indica Maruti Wagon-R Hyundai Santro 0 1 2 3 4 5 6 7 8 9

Cars

No of Responses

Findings:Other Cars considered before Purchase Other Cars Considered Chevrolet Beat Maruti A-Star Hyundai Santro Hyundai i10 Maruti Wagon-R Hyundai i20 Honda Jazz Tata Indica Volkswagen Polo No of Responses 11 8 7 6 5 5 4 3 3
GHS-IMR (PGDM) Himanshu Gupta

94

Maruti Zen Estilo Maruti Swift Chevrolet Spark Fiat Punto

2 2 1 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 Honda Jazz Hyundai i20 Maruti Wagon-R Hyundai i10 Hyundai Santro Maruti A-Star Chevrolet Beat 0 2 4 6 No of Responses 8 10 12

Findings:Reasons for the consideration of those Cars Reasons for the consideration of those Cars New in the Market Same Price Range Same Segment Having Good Brand Name No of Responses 9 8 7 6

Cars

GHS-IMR (PGDM) Himanshu Gupta

95

Reasons for the consideration of those cars
Having Good Brand Name Reasons Same Segment 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 Source of Information Friends and Relatives Magazines and Newspapers Television Internet Pamphlets & Brochures No of Responses 10 7 6 6 6 96

GHS-IMR (PGDM) Himanshu Gupta

Sources of Information
Pamphlets & Brochures Internet Sources Television Magazines and Newspapers Friends and Relatives 0 2 4 6 No of Responses 8 10 12

Findings:Key Satisfaction Reason in Ford Figo Satisfaction Reasons No of Responses Comfortable Drive Driving Performance Bluetooth Interface Mileage Seating Comfort Roominess/Spaciousness Durability Design
GHS-IMR (PGDM) Himanshu Gupta

9 8 8 7 7 4 3 3 97

Safety Features Air-Conditioning Size of Your Car Storage Space
Satisfaction Reason in Ford Figo
Storage Space Size of Your Car Air-Conditioning Safety Features Design Durability Rominess/Spaciou Seating Comfort Mileage Bluetooth Interface Driving Comfortable Drive 0 1 2 3 4 5 6 7

2 1 1 1

Reasons

8

9

10

No of Responses

Findings:Dissatisfaction Reasons in Ford Figo Dissatisfaction Reasons Air-Conditioning Mileage Reliability Durability No of Responses 5 4 3 1

GHS-IMR (PGDM) Himanshu Gupta

98

Dissatisfaction reasons in Ford Figo
Durability Reliability Mileage Air-Conditioning 0 1 2 3 No of Responses 4 5 6

Reasons

GHS-IMR (PGDM) Himanshu Gupta

99

SAMPLE SIZE: 32

Respondents who have replaced their car Findings:Gender: Male: 25 Female: 7

GHS-IMR (PGDM) Himanshu Gupta

100

Findings:Age Group: Below 21: 3 21 – 30: 5 31 – 40: 12 41 – 50: 8 Above 50: 4
GHS-IMR (PGDM) Himanshu Gupta

101

Findings:Education: Intermediate: 2 Graduate: 8 Post-Graduate: 22

GHS-IMR (PGDM) Himanshu Gupta

102

Findings:Family Income: Below Rs. 45,000: 5 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) Himanshu Gupta

103

Findings:Marital Status: Single: 5 Married with no children: 8 Married having 1 child: 10 Married having 2 or more child: 9

GHS-IMR (PGDM) Himanshu Gupta

104

Findings:Occupation: Service: 9 Official: 7 Businessman/Self-employed: 6 Professional: 4 Others: 6
GHS-IMR (PGDM) Himanshu Gupta

105

Findings:Reason for Purchase of New Car Reasons for Purchase of New Ford Figo Wanted to buy before trade-in value of the previous car become too low Financial status has now improved Previous Car had Troubles Became necessary for work Disappointed with the dealer of the previous car
GHS-IMR (PGDM) Himanshu Gupta

No of Responses 15 6 4 2 2 106

Family structure changed Wanted to have your personal car, apart from the family Maintenance costs for previous car were too high
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 Reasons Dis appointed with the dealer of the previous c ar 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

1 1 1

No of Re sp o n se s

Findings:Car Replaced with your New Ford Figo Cars Replaced Hyundai Santro Maruti Wagon-R Tata Indica Maruti Alto Maruti Zen Estilo Chevrolet Spark Chevrolet Aveo UV-A Other No of Responses 8 6 5 2 2 2 1 5 107

GHS-IMR (PGDM) Himanshu Gupta

Resondents who have changed their car with Ford Figo
Other Chevrolet Aveo UV-A Chevrolet Spark Cars Maruti Zen Estilo 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 Other Cars Considered Chevrolet Beat Maruti A-Star Hyundai i20 Maruti Swift Hyundai i10 Volkswagen Polo Hyundai Santro Tata Indica Honda Jazz Maruti Wagon-R No of Responses 26 16 14 12 11 11 8 8 7 6
GHS-IMR (PGDM) Himanshu Gupta

108

Maruti Zen Estilo Hyundai Getz Chevrolet Spark

5 3 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 Hyundai Santro Volkswagen Hyundai i10 Maruti Swift Hyundai i20 Maruti A-Star Chevrolet Beat 0 5 10 15 No of Responses 20 25 30

Findings:Reasons for the Consideration of those Cars Reasons for the consideration of those Cars New in the Market Same Price Range Same Segment Having Good Brand Name Current Car from the same Segment Comparison seen in any Television/Magazines No of Responses 14 11 9 9 1 1

Cars

GHS-IMR (PGDM) Himanshu Gupta

109

Reasons for the consideration of those cars
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 Source of Information Friends and Relatives Magazines and Newspapers Television Internet Pamphlets & Brochures No of Responses 14 12 11 8 5

GHS-IMR (PGDM) Himanshu Gupta

110

Sources of information
Pamphlets & Brochures Internet Sources Television Magazines and Newspapers Friends and Relatives 0 2 4 6 8 10 12 14 16

No of Responses

Findings:Key Satisfaction reasons in Ford Figo Satisfaction Reasons No of Responses Driving Performance Mileage Comfortable Drive Seating Comfort Design Bluetooth Interface Roominess/Spaciousness Air-Conditioning
GHS-IMR (PGDM) Himanshu Gupta

17 14 14 8 7 6 4 3 111

Quality Durability Storage Space Safety Features Reliability Engine
Satisfaction in Ford Figo
Engine Reliability Safety Features Storage Space Durability Quality Air-Conditioning Rominess/Spaciousness Bluetooth Interface Design Seating Comfort Comfortable Drive Mileage Driving Performance 0 2 4 6 8 10 12 14

2 2 2 1 1 1

Reasons

16

18

No of Responses

Findings:Dissatisfaction Reasons in Ford Figo Dissatisfaction Reasons Mileage Seating Comfort Air-Conditioning Durability Reliability No of Responses 4 3 2 1 1

GHS-IMR (PGDM) Himanshu Gupta

112

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) Himanshu Gupta

113

SAMPLE SIZE: 27

Respondents who have replaced their car and have additional car also Findings:Gender: Male: 19 Female: 8

GHS-IMR (PGDM) Himanshu Gupta

114

Findings:Age Group: Below 21: 2 21 – 30: 6 31 – 40: 5 41 – 50: 8 Above 50: 4
GHS-IMR (PGDM) Himanshu Gupta

115

Findings:Education: Intermediate: 2 Graduate: 10 Post-Graduate: 15

GHS-IMR (PGDM) Himanshu Gupta

116

Findings:Family Income: Below Rs. 45,000: 1 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) Himanshu Gupta

117

Findings:Marital Status: Single: 8 Married with no children: 4 Married having 1 child: 6 Married having 2 or more child: 9

GHS-IMR (PGDM) Himanshu Gupta

118

Findings:Occupation: Service: 8 Official: 1 Businessman/Self-employed: 9 Professional: 3 Others: 6
GHS-IMR (PGDM) Himanshu Gupta

119

Findings:Reason for purchase of New Car Reasons for Purchase of New Car Wanted to buy before trade-in value of the previous car become too low Previous Car had Troubles Financial status has now improved Family structure changed Became necessary for work Got driver’s license
GHS-IMR (PGDM) Himanshu Gupta

No of Responses 9 7 3 3 1 1 120

Disappointed with the dealer of the previous car Other
Reasons for Purchase of New Car
Other Disappointed with the dealer of the previous car Reasons Got driver’s license Became necessary for work Family structure changed Financial status has now improved 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

1 2

No of Responses

Findings:Additional Cars have and Replaced a car for the New Ford Figo Cars Hyundai Santro Tata Indica Maruti Wagon-R Maruti Swift Hyundai i10 Honda City Maruti SX4 Maruti Swift Dzire Chevrolet Spark No of Responses 9 9 7 5 5 5 4 3 3
GHS-IMR (PGDM) Himanshu Gupta

121

Honda Jazz Ford Fiesta Hyundai Verna Maruti Zen Estilo Chevrolet Aveo UV-A Hyundai Getz Others

2 2 1 1 1 1 12

Respondents who have Additional Cars and replaced also
Others Hyundai Getz Chevrolet Aveo Maruti Zen Estilo Hyndai Verna Ford Fiesta Honda Jazz 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 Cars Hyundai Santro Tata Indica Maruti Wagon-R Maruti Swift Hyundai i10 Honda City Maruti SX4 Maruti Swift Dzire Chevrolet Spark Honda Jazz Ford Fiesta No of Responses 9 9 7 5 5 5 4 3 3 2 2
GHS-IMR (PGDM) Himanshu Gupta

Cars

122

Hyndai Verna Maruti Zen Estilo Chevrolet Aveo UV-A Hyundai Getz Others

1 1 1 1 12

Respondents who have Additional Cars and replaced also
Others Hyundai Getz Chevrolet Aveo Maruti Zen Estilo Hyndai Verna Ford Fiesta Honda Jazz 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 Other Cars Considered Chevrolet Beat Maruti A-Star Hyundai i20 Hyundai i10 Tata Indica Honda Jazz Volkswagen Polo Maruti Swift Maruti Wagon-R Hyundai Santro Maruti Zen Estilo Hyundai Getz Chevrolet Spark No of Responses 23 15 15 13 12 9 9 8 4 4 4 2 2
GHS-IMR (PGDM) Himanshu Gupta

Cars

123

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 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 Reasons for the consideration of those Cars Same Price Range Having Good Brand Name New in the Market Same Segment No of Responses 12 12 12 10

Cars

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124

Reasons for the consideration of those cars
Same Segment New in the Market Having Good Brand Name Same Price Range 9 9.5 10 10.5 11 11.5 12 12.5

Reasons

No of Responses

Findings:Source of information Source of Information Television Magazines and Newspapers Friends and Relatives Pamphlets & Brochures Internet No of Responses 11 9 8 7 6

GHS-IMR (PGDM) Himanshu Gupta

125

Sources of Information
Internet Pamphlets & Brochures Sources Friends and Relatives Magazines and Newspapers Television 0 2 4 6 No of Responses 8 10 12

Findings:Key satisfaction reasons in Ford Figo Satisfaction Reasons No of Responses Bluetooth Interface Driving Performance Mileage Design Comfortable Drive Seating Comfort Roominess/Spaciousness Safety Features Air-Conditioning
GHS-IMR (PGDM) Himanshu Gupta

12 10 6 5 4 4 3 2 1 126

Size of Your Car Storage Space
Satisfaction Reasons in Ford figo
Storage Space Size of Your Car Air-Conditioning Safety Features Rominess/Spaciousness Seating Comfort Comfortable Drive Design Mileage Driving Performance Bluetooth Interface 0 2 4 6 8 10 12

1 1

Reasons

14

No of Responses

Findings:Dissatisfaction Reasons in Ford Figo Dissatisfaction Reasons Air-Conditioning Mileage Reliability Durability Seating Comfort No of Responses 7 2 2 1 1

GHS-IMR (PGDM) Himanshu Gupta

127

Dissatisfaction Reasons in Ford Figo
Seating Comfort Durability Reasons Reliability Mileage Air-Conditioning 0 1 2 3 4 No of Responses 5 6 7 8

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
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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 Automatictransmission 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.
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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 Aux in
GHS-IMR (PGDM) Himanshu Gupta

with Heater 133

Body Outside

Colored Front & Rear Speakers Rear

ABS Assist

with

Brake Driver Passenger

and Vanity Steering

View Mirrors Body Colored Seat fabric Color - EBD Door Handles Halogen Lights Rear Antenna Mud Flaps Titanium Rear Seat (60:40 split) Back Brake-force

Mirror (Electronic Tilt Column Force Tilt

Distribution) G-CON (G

Steering

Micro Seat

Control Technology) Pocket ECU Immobilizer Front

Column Drive by Wire Fuel

(Passenger Side) Seatbelt Instant Pretentioner with Load Consumption Limiter Display Day/Night Side Rear Power Door Lock View Mirror Rear Wiper High Mount Headlight Height

Adjuster Stop Power Door Mirror Front Seat Belt

Lamp Full Size Spare Tyre

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.
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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
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 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) _______________________

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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?
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 Youthful  Luxurious

 Technologically Advanced  Reliable  Royal Brand  Other (Please Specify) _________________________________

Demographic Questions
Name :Address :Telephone / Mobile No. :Gender : Male Age (in years) : Below 21  21 – 30 Your Education : Intermediate  Female  31 – 40  41 – 50  Above 50  Other  Rs. 60,001 – 75,000

 Graduate

 Post – Graduate

Your Family Income (Monthly) : Below Rs. 45,000  Rs. 45,001 – 60,000  Rs. 75,001 – 90,000  Above Rs. 90,000 Marital Status : Single  Married with no children  Married having 2 or more Children

 Married having 1 child

Your Occupation : Service  Official  Businessman / Self-employed  Professional  Other (Please Specify) ______________________________________________

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Survey – Demographic Information
Respondent Family No. Gender Age Education Income 1 1 3 3 2 2 1 1 3 2 3 2 4 1 5 2 5 1 4 3 6 2 2 2 7 2 1 1 8 1 5 3 9 1 2 2 10 2 3 2 11 1 3 3 12 1 3 2 13 1 2 2 14 1 4 3 15 2 2 3 16 1 4 3 17 1 4 2 18 1 4 3 19 1 2 2 20 1 2 3 21 1 4 3 22 1 2 3 23 1 5 3 24 1 5 2 25 2 4 3 26 1 4 3 27 2 2 3 28 1 2 3 29 2 1 1 30 2 2 2 31 1 1 2 32 2 1 1 33 2 2 3 34 1 4 3 35 1 4 3
GHS-IMR (PGDM) Himanshu Gupta

Marital Status 5 5 4 5 4 5 5 3 5 5 5 2 3 5 2 5 4 5 5 5 5 3 5 5 1 5 5 3 3 2 3 5 4 4 4 3 1 3 4 3 1 1 3 2 4 2 3 2 4 1 4 4 4 1 2 4 1 4 4 1 3 1 2 1 4 3 1 1 3 3

Occupation 3 5 4 3 3 5 5 4 1 5 1 3 1 1 2 4 3 3 5 1 3 1 3 3 1 1 5 1 5 4 5 3 1 3 3 145

36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65 66 67 68 69 70 71 72 73 74 75 76 77 78 79

1 2 2 1 1 1 1 2 2 2 1 1 2 1 1 1 1 1 1 1 1 1 1 1 1 2 1 1 2 1 2 2 2 1 1 1 1 1 1 2 1 1 2 1

1 3 4 3 3 5 4 1 2 2 3 4 3 2 3 3 2 1 2 2 4 3 4 2 3 3 3 3 2 1 3 3 2 5 3 3 4 1 3 4 2 3 1 1

1 3 2 3 3 2 3 1 3 3 3 3 2 3 3 2 3 2 3 3 3 2 3 3 2 2 2 3 3 1 3 2 2 3 2 3 3 1 3 3 3 2 2 2
GHS-IMR (PGDM) Himanshu Gupta

5 4 5 4 4 4 5 5 5 5 3 4 3 4 3 2 5 1 2 2 3 1 4 3 2 2 3 2 2 2 4 5 5 3 2 3 3 1 2 3 4 3 1 1

1 2 4 3 2 3 3 1 4 2 3 3 3 2 3 3 1 1 3 1 3 4 3 2 3 3 2 3 2 1 1 4 1 3 2 2 4 1 3 3 2 3 1 1

5 1 5 1 3 5 3 1 2 1 3 2 5 2 4 3 1 5 1 1 3 3 1 1 3 4 1 3 5 5 4 5 5 4 4 1 3 5 1 2 1 3 5 5 146

80 81 82 83 84 85 86 87 88 89 90 91 92 93 94 95 96 97 98 99 100

1 1 1 1 1 2 1 2 1 1 1 1 1 1 1 1 1 2 1 2 2

3 2 2 5 3 5 2 3 4 4 3 4 4 4 3 4 3 5 3 3 2

3 3 3 2 3 3 3 3 2 3 2 3 3 3 3 3 3 3 2 3 1

3 5 4 4 3 4 1 3 3 3 3 3 4 4 2 3 2 3 4 3 1

4 1 2 4 2 4 3 3 3 3 2 4 2 4 2 4 3 4 4 3 1

1 1 2 4 2 3 1 5 3 2 2 2 3 4 1 1 1 3 2 5 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
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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

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Users of Cars

First Car User

Additional Car User

Replacement Car User

Replacement Car user and Have additional Car also 27

No of Responses

22

19

32

Replacement Car 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

Total 1 2 17 10 13 1 2 0 1 3 9

Replacement Car User 1 2 8 5 6 0 2 0 1 2 5

Replaced Car and have Additional Car 0 0 9 5 7 1 0 0 0 1 4

Additional Car Maruti 800

Total 0

Additional Car have 0
GHS-IMR (PGDM) Himanshu Gupta

Additional car have and replaced 0 149

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 Hyndai Verna Maruti Swift Dzire Maruti SX4 Honda Jazz Honda City Others

0 17 15 14 7 1 1 1 4 0 4 8 1 6 6 3 8 16

0 8 6 7 2 0 0 0 1 0 2 3 0 3 2 1 3 4

0 9 9 7 5 1 1 1 3 0 2 5 1 3 4 2 5 12

Reasons for Replacement Previous Car had Troubles

Total No of Responses 12

First Car User 0

Additional Car User 1

Replacemen t Car User 4

Replacement Car user and have Additional Car Also 7 150

GHS-IMR (PGDM) Himanshu Gupta

Wanted to buy before trade-in value of the previous car become too low Financial status has now improved Family structure changed Received as a gift for entering school/ getting new job Became necessary for work Got driver’s license Became necessary for commuting to work/ school Wanted to have your personal car, apart from the family Disappointed with the dealer of the previous car Maintenance costs for previous car were too high Other

25 17 8 1 10 3 5

0 6 1 0 6 2 4

1 2 4 1 1 1 1

15 6 1 0 2 0 0

9 3 3 0 1 1 0

7 3 1 7

0 0 0 3

5 0 0 2

1 2 1 0

0 1 0 1

Other Cars Considered Chevrolet Beat Chevrolet Spark Honda Jazz Tata Indica Maruti Zen Estilo

Total Car Users 78 6 22 27 14

First Car Users 18 2 2 4 3
GHS-IMR (PGDM) Himanshu Gupta

Additional Car Users 11 1 4 3 2

Replacemen t Car Users 26 1 7 8 5

Replaced and have additional car 23 2 9 12 4 151

Maruti A-Star Maruti Swift Maruti Wagon-R Hyundai Santro Hyundai i10 Hyundai Getz Hyundai i20 Fiat Punto Volkswagen Polo None Other

52 23 22 23 39 6 37 1 25 0 2

13 1 7 4 9 1 3 0 2 0 0

8 2 5 7 6 0 5 1 3 0 0

16 12 6 8 11 3 14 0 11 0 0

15 8 4 4 13 2 15 0 9 0 2

Reason for the consideration of Total Car those cars Users Same Segment 33 Same Price Range 45 Current Car from the same Segment 1 Having Good Brand Name 39 New in the Market 49 Comparison seen in any Television /Magazines 1 Others 0

First Car Users 7 14 0 12 14 0 0

Additional Car Users 7 8 0 6 9 0 0

Replaced and have Replacemen additional t Car Users car 9 10 11 12 1 9 14 1 0 0 12 12 0 0

Source of Information Television Magazines and Newspapers Internet Pamphlets & Brochures

Total Car Users 33 33 27 24

First Car Users 5 5 7 6
GHS-IMR (PGDM) Himanshu Gupta

Additional Car Users 6 7 6 6

Replaced and have Replacement additional Car Users car 11 11 12 8 5 9 6 7 152

Friends and Relatives Others

41 0

9 0

10 0

14 0

8 0

Satisfaction Reasons in 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 Key Dissatisfaction reasons in Ford Figo Design Quality Roominess /Spaciousness Engine Mileage Comfortable Drive Air-Conditioning

Replaced and have Total Car First Car Additional Replacement additional Users Users Car Users Car Users car 26 11 3 7 5 3 1 0 2 0 14 1 37 39 9 48 4 7 6 4 23 29 6 0 0 3 0 10 12 4 13 2 2 1 3 4 3 2 0 0 4 0 7 9 1 8 1 2 3 0 7 8 1 0 0 4 1 14 14 3 17 0 1 2 1 8 6 2 0 0 3 0 6 4 1 10 1 2 0 0 4 12 1 0 0

Total Car Users

Replaced and have First Car Additional Replacement additional Users Car Users Car Users car 0 0 0 0 0 0 0 0 0 0 0 0 13 0 17 0 0 3 0 3
GHS-IMR (PGDM) Himanshu Gupta

0 0 4 0 5

0 0 4 0 2

0 0 2 0 7 153

Driving Performance Size of Your Car Safety Features Durability Reliability Seating Comfort Bluetooth Interface Storage Space Ground Clearance Others

0 0 0 8 9 5 0 0 0 0

0 0 0 5 3 1 0 0 0 0

0 0 0 1 3 0 0 0 0 0

0 0 0 1 1 3 0 0 0 0

0 0 0 1 2 1 0 0 0 0

User of Mobile Phone while Driving Yes No

Replaced and have Total Car First Car Additional Replacement additional Users Users Car Users Car Users car 64 13 13 17 21 36 9 6 15 6 Replaced and have additional car 3 2 9 7

User of Bluetooth Interface while Driving Daily Weekly Once a Month Never

Total Car First Car Users Users 7 13 16 28

Additional Car Users 1 3 2 7 1 3 4 5

Replacement Car Users 2 5 1 9

No of Family members who drives the car Self Driven Driven by one other family member Driven by more than one family member

Replaced and have Total Car First Car Additional Replacement additional Users Users Car Users Car Users car 21 8 3 7 3 47 32 7 7 11 5 14 11 15 9

Association with

Total Car

First Car
GHS-IMR (PGDM) Himanshu Gupta

Additional

Replacement

Replaced 154

the Tag Line Yes No Can't say

Users 19 18 63

Users

and have additional Car Users Car Users car 4 2 5 8 1 5 9 3 17 12 18 16

Additional accessories installed Yes No

Replaced and have Total Car First Car Additional Replacement additional Users Users Car Users Car Users car 79 19 14 24 22 21 3 5 8 5

Place of Purchase Company Outside (After market)

Replaced and have Total Car First Car Additional Replacement additional Users Users Car Users Car Users car 43 13 9 10 11 36 6 5 14 11

Additional Accessories Installed Car Sun Shade Steering Wheel Cover Car Floor Mat Graphics LCD Navigator Car Seat Cushion Cigarette Lighter and Charger Other

Replaced and have Total Car First Car Additional Replacement additional Users Users Car Users Car Users car 34 5 9 8 12 21 71 2 0 0 56 27 5 9 17 1 0 0 16 4 0
GHS-IMR (PGDM) Himanshu Gupta

1 13 0 0 0 9 6 2

5 22 0 0 0 12 7 1

6 19 1 0 0 9 10 2 155

Image of Honda as a Brand Youthful Technologically Advanced Reliable Royal Brand Luxurious Other

Total Car Users 13 53 22 27 38 12

First Car Users 4 9 3 5 9 1

Additional Car Users 3 10 9 2 5 0

Replacement Car Users 2 19 7 7 8 6

Replaced and have additional car 4 15 3 13 16 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

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<http://www.india.ford.com/servlet/ContentServer? cid=1248868625707&pagename=FIPL%2FDFYPage%2FFordDefault&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

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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

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