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The study investigates the management of Honda brand in Gondia in current scenario and consumer buying behavior followed by the company. A Honda motor is a major player in two wheeler and four wheeler sector. The prime focus of the project is on getting effective feedback from the customers about the Honda Brand. Survey was conducted using questionnaire. The information about various attributes & factors was collected. All the data collected, primary data was filtered & analyzed, represented in the form of pie charts. Secondary data was also used in report such as company profile, product profile etc. The survey gave knowledge about customer's satisfaction, loyalty & their feel about the brand. The survey gave an insight into organized market of two wheelers and four wheelers & competitors of Honda motors. On the basis of findings & conclusions, suggestions were given. There are many limitations of this project like, biased reply, customers busy, time constraint as the project has time and area limitation etc. Research methodology adopted for the collection of primary data was interpersonal interview and questionnaire. The secondary data were collected from Magazines, News Papers, and Websites. The facts and figures itself talk about the competitors performance, market structure and potential market for the company.

Objectives of the Study

Objectives of the Study

1) To study the Consumer buying behavior towards the Honda bikes. 2) To study of sales plan for the optimum sales of bikes. 3) To study the satisfaction level of consumer. 4) To study the factors affecting the buying decision in motor bikes. 5) To suggest various factors to improve the sales.

Scope of Study

Scope of Study
1. It also analysis the benefits accruing to the company as a result of those service. 2. The main scope of the study is limited to Gondia city. 3. This study has been made to find the level of satisfaction the customer has regarding the service provider by bike place.


HI: Brand name is the most prominent factor effects on buying decision of

Honda Bikes. H2: There is a higher level of Consumer satisfaction among the user of Honda bikes. H3: Technology upgrading & timely enhancement in the features of the bikes leads to attract the customer.

Company Profile

Company Profile
Honda has been the world's largest motorcycle manufacturer since 1959 as well as the world's largest manufacturer of internal combustion engines measured by volume, producing more than 14 million internal combustion engines each year. Honda is headquartered in Minato, Tokyo, Japan. Honda Motor Company, Ltd is a Japanese multinational corporation primarily known as a manufacturer of automobile and motorcycles. Honda is world largest manufacturer of motorcycles and as well as the world largest manufacturer of internal combustion engines measured by volume. Honda surpassed Nissan in 2001 to become the second largest Japanese automobile manufacturer. Honda was the first Japanese automobile manufacturer to release a dedicated luxury brand in North America with the debut of Acura in 1986. Aside from their core automobile and motorcycle businesses, Honda also manufactures garden equipment, marine engines and personal watercraft and power generators, amongst other. Since 1986, Honda has been involved with artificial intelligence/robotics research and released their ASIMO robot in 2000. They have also ventured into aerospace with the establishment of GE Honda Aero Engines in 2004 and the Honda HA-420 Honda Jet, scheduled to be released in 2012.

History From a young age, Honda's founder, Soichiro Honda (17 November 1906 5 August 1991) had an interest in automobiles. He worked as a mechanic at the Art Shokai garage, where he tuned cars and entered them in races. In 1937, with financing from an acquaintance, Kato Shichir, Honda founded Tkai Seiki (Eastern Sea Precision Machine Company) to make piston rings working out of the Art Shokai garage. After initial failures, Tkai Seiki won a contract to supply piston rings to Toyota, but lost the contract

due to the poor quality of their products. After attending engineering school, without graduating, and visiting factories around Japan to better understand Toyota's quality control processes, Honda was able, by 1941, to mass produce piston rings acceptable to Toyota, using an automated process that could employ even unskilled wartime laborers. Tkai Seiki was placed under control of the Ministry of Commerce and Industry (called the Ministry of Munitions after 1943) at the start of World War II, and Soichiro Honda was demoted from president to senior managing director after Toyota took a 40% stake in the company. Honda also aided the war effort by assisting other companies in automating the production of military aircraft propellers. The relationships Honda cultivated with personnel at Toyota, Nakajima Aircraft Company and the Imperial Japanese Navy would be instrumental in the postwar period. A US B-29 bomber attack destroyed Tkai Seiki's Yamashita plant in 1944, and the Itawa plant collapsed in the 1945 Mikawa earthquake, and Soichiro Honda sold the salvageable remains of the company to Toyota after the war for 450,000, and used the proceeds to found the Honda Technical Research Institute in October 1946. With a staff of 12 men working in a 172-square-foot (16.0 m2) shack, they built and sold improvised motorized bicycles, using a supply of 500 two-stroke 50 cc Tohatsu war surplus radio generator engines. When the engines ran out, Honda began building their own copy of the Tohatsu engine, and supplying these to customers to attach their bicycles. This was the Honda Model A, nicknamed the Bata Bata for the sound the engine made. The first complete motorcycle, both frame and engine, and made by Honda was the 1949 Model D, the first Honda to go by the name Dream. Honda Motor Company grew in a short time to become the world's largest manufacturer of motorcycles by 1964. The first production automobile from Honda was the T360 mini pick-up truck, which went on sale in August 1963. Powered by a small 356 cc straight-4 gasoline engine, it was classified under the cheaper Kei car tax bracket. The first production car from Honda was the S500 sports car, which followed the T360 into production in October 1963. Its chain driven rear wheels points to Honda's motorcycle origins.


Over the next few decades, Honda worked to expand its product line and expanded operations and exports to numerous countries around the world. In 1986, Honda introduced the successful Acura brand to the American market in an attempt to gain ground in the luxury vehicle market. Honda in 1991 introduced the Honda NSX supercar, the first all-aluminum monocoque vehicle that incorporated a mid-engine V6 with variable-valve timing. Later, 1995 gave rise to the Honda Aircraft Company with the goal of producing jet aircraft under Honda's name. Honda has expanded in main markets following: 1959: American Honda Motor Co., Inc. established (Honda's first overseas subsidiary). 1964: Asian Honda Motor Co., Ltd. (Thailand) established 1965: Honda (U.K.) Limited established in London (the first market of Honda in Europe) 1971: Honda Motor does Brazil Ltda. established in Sao Paulo (presently Honda South America Ltda.) The key point lead to Honda's success is the continuous innovation that was found by Mr. Honda as a basis. Today Honda stands as the largest motorcycle manufacturer and the 9th largest automobile manufacturer in the world. The market share of Honda until now is 10.2 percent. Honda Company also becomes a technological force in the motorcycle and automobile industries in Asia, Europe, and North America.

Honda's Global Vision Soichiro's vision was international in character. His desire was to lead the world in technology, and make a significant contribution to the creation of a better society. As a result, most of the products that Honda developed started out by making a difference. Whether it was the CVCC engine in the sixties or the solar powered car of the nineties, they all sought to challenge and overcome conventional wisdom.

Fulfilling the global needs of personal mobility in the new automotive society - go hand in hand with the corporate philosophy: maintaining a global viewpoint, they are dedicated to supplying products of the highest efficiency and quality at a reasonable price for worldwide customer satisfaction. In India, it is through HSCI that customers can enjoy the benefits of Honda's expertise. Soichiro's vision was international in character .His desire was to lead the world in technology, and make a significant contribution to the creation of a better society. As a result, most of the products that Honda developed started out by making a difference. Honda is a global company with a global viewpoint and a four-region global strategy that is reflected in a solid commitment to local markets and economies.However, the most enduring challenge has been to satisfy the ever-changing needs of their customers. This is the essential spirit of Honda


Product Profile


Product Profile
Honda Shine

Shine (Spoke Wheel) (125 cc) An inspiring piece in the 125 cc motorcycle segment, the Honda Shine delivers excellent power, superior technology, and awesome looks. New bikes have showroom prices of around Rs. 40,400 and on-road prices of around Rs. 45,600 at Ahmedabad. Currently, Delhi has the lowest, and Mumbai the highest on-road price for Honda Shine (Spoke Wheel). Honda Shine (Spoke Wheel) bike prices vary upon the two-wheeler dealer's location.

Honda Unicorn

Unicorn (Spoke Wheel) (150 cc)

Honda Unicorn (Spoke Wheel) is the first motorcycle developed by Honda Motorcycle and Scooters India Pvt. Ltd. At the showroom, this bike costs around Rs. 55,000 with an on-road price of around Rs. 61,500. This includes standard ancillary charges also.

Currently, Delhi has the lowest, and Bangalore the highest on-road price for Honda Unicorn (Spoke Wheel). Honda Unicorn (Spoke Wheel) bike prices vary upon the twowheeler dealer's location.

Honda Eterno

Eterno (150 cc) India's first 150cc scooter, Honda Eterno has revolutionized the concept of scooters in its segment. New scooter have showroom prices of around Rs. 35,800 and on-road prices of around Rs. 40,500 at Ahmedabad. Currently, Delhi has the lowest, and Bangalore the highest on-road price for Honda Eterno. Honda Eterno scooter prices vary upon the twowheeler dealer's location.

Honda Activa

Activa (100 cc) Honda Activa is a family two-wheeler and features a higher load carrying capacity than similar scooters. At the showroom, this scooter costs around Rs. 38,000 with an on-road price of around Rs. 43,000. Currently, Delhi has the lowest, and Mumbai the highest on16

road price for Honda Activa. Honda Activa scooter prices vary upon the two-wheeler dealer's location. Honda two wheelers, in order to differentiate themselves from Hero Honda products are going high on innovative technology. Honda motorbikes and Honda scooters today are sure to provide you with something different from the average two-wheeler on the road. Honda needs to do that to compete against its own collaboration, Hero Honda, and build its separate market share. So right now, Honda consumers have everything going for them.

Honda Dio

Dio (100 cc) The Honda Dio is named after Dyonisiac' or Cupid, the Greek god of love and son of Venus. New bikes in this series have a showroom price ranging from around Rs. 37,000 to around Rs. 42,000 inclusive of all charges like insurance, octroi, RTO, etc. Currently, Delhi has the lowest, and Mumbai the highest on-road price for Honda Dio. Honda Dio scooter prices vary upon the two-wheeler dealer's location.


Its no secret that the CBR250R is an exceptional value for money bike. Whats also no secret is that unlike most other Honda products, it doesnt feel like a quality product when you have a look at its plastics, and exposed steel parts.


Research Methodology


Research Methodology

The methodology that was adopted for the study includes both primary source of data as well as the secondary source of data. The methodology of the study can be explained as follows:

PRIMARY DATA: The primary data are those which are collected afresh and for the first time, and thus happens to be original in character. We can obtain primary data either through observation or through direct communication with respondents in one form or another or through personal interview. There are several methods of collecting primary data, but in this research work primary data collected by using questionnaire.

SECONDARY DATA: Secondary data means data that are already available i.e. they refer to the data which have been already been collected and analyzed by someone else. When the researcher utilizes secondary data, then he has to look into various sources from where he can obtain them. Secondary data may either be published data or unpublished data. In this research work, secondary data collected through the Internet Company manual and booklets Books etc. The source of information is generally classified as primary and secondary. According to payline V. Young The source of information can be classified into documentary sources and field sources.


a) Primary data:The information given / collection by individuals or group constitute primary source.

Methods of generating primary data i) Survey ii) Personal interview iii) Group interview iv) Observation v) Questionnaire b) Secondary data: Books, diary, manscrupt, letter, magazine, internet etc. are the secondary or documentary source. The researcher for this dissertation has decided to use primary source as interview schedule and secondary source as books and internet for data collection. Tools Of Data Collection: a) Interview schedule & questionnaire was used as tool for primary source of data collection. b) Interview schedule consist of number of question typed in a definite order or form.


Pre-study: After careful study of literature and expert consultation the researcher still may have only a rather vague idea about the critical element in his problem. As pilot study sometimes may be launched as a step preliminary to the form scale before original study are carried out in order to gain some preliminary information of the main project for this purpose the researcher meet companys personal manager to get the pre knowledge of the subject before conduction actual data collection.

Pretesting: Pretesting is the process of an advance testing of study design after the interview schedule has been prepared .The researcher referred books and internet to get prepared literature for this project & report.

Processing:Once the collection of data is over the main step top arranged for p[rocessing and analysis of data. So the interview can be made resulting information theories. The first step is editing, is a process of examining the data collection in interview schedule to defect efforts and mission and to see that they are corrected and the schedules prepared tabulations.

Editing: The preparation of the data forms for tabulations must include on operational procedure for accepting, modifying or resection individual questionnaire.

Tabulation: Tabulation is a process of summarizing raw and display it in compact forms for further analysis. Analysis of data is made possible through tables. These tables are made for different variables and to show relationship with each other. Interpretation of data:Analysis and interpretation are central step in research process. The goal of analysis is to summarize o collected data in such a way that they provide answer to the and triggered the researcher. Interpretation is the research for the broader meaning of research finding. The questionnaire is precoded a few uncoded response are classified the code were verified before transferred to the master chart.


Data Collection and Analysis


Response Regarding After Sales Services for Motor Bikes Sr.No 1 2 3 Name Of The Brand Honda Bajaj TVS Good 30 45 25 Very good 50 35 15



40 Good Very good 20



0 Honda Bajaj TVS

After Sales Service: Regarding after sales service of motor bikes, 50 respondents have responded verygood for service, followed by Bajaj with 45 respondents stating good


Response Regarding Awareness towards Motor Bikes


Name brand


the Advertisements Family Members 45 30 25 10 5 25


1 2 3

Hero Honda Bajaj TVS

3 4 3

50 45 40 35 30 Advertisements 25 20 15 10 5 0 Honda Bajaj TVS Family Members Friends

Awareness of Brand Motor Bikes: Regarding awareness of the brand motor bikes, above table indicates that the advertisement for Honda bikes are 45 respondents where as the lowest is the 25.But


family members are 10 respondents and for Bajaj is 5respondents. Whereas from friends 40 respondents are Bajaj and also 25 for brand name. Satisfaction Level of Honda




Honda Bajaj TVS


The above pie chart showing that 15% people are fully satisfied with Honda and no one who is disappointed with Honda.


Percentage of people aware of Honda offer and promotion



Honda 50 Bajaj TVS


The above Pie chart shows that 60% people are fully aware of Honda's offer and promotion and 10% have no idea about that.




1. About 22%, 19%, 25%, Respondents are come to know about the Honda from Television, News Paper and Friend/Relatives. 2. The Criteria of Select the Honda Motorcycle the Most of the Serviceman Trade shop Owner and Business man they give the importance of the Average Pick up and Price and also maintenance consideration. 3. About 28%, 30%, 12%, respondents will purchase Activa, Dio, And Unicorn respectively produced by the Honda Company. 4. Most of Respondents Purchase a Motorcycle on bike required and festival and students preferred it to buy when they start Job.




1. Hero co. is suggested to make improvement in their vehicle considering the C.C. and Maintenance cost occur after sales. 2. Company and dealer are suggested to concentrate on advertising print Media like Hoarding, Magazines, and adverting Banner. So it can help both them to increases their sales. 3. No. of Competitors entered in the market so Consumers are sifting towards others. So, company is suggested to more concentrate on consumer by creating more dealers in city. Dealers are advice to provide better quality after sales service to retain consumer and for mouth publicity. 4. The company should come out with its own financial company and provide attractive finance like Low down payment, low rate of interest to attract customers.




It is good for Hero Honda that majorities of people are aware about its brand that Hero has earned enough to keep conditions contact with customer market and to constantly carry out R & D in production of two wheeler and marketing the same to the different destination. They try to produces such vehicles that attract the customer.

1. There is a heavy demand for Honda motorcycles in the market, so their supply has to be drastically improved so as to meet the demand of the customer. 2. A vast majority of the respondents felt the design of Honda bikes should be changed so as to attract the customers.




Bibliography WEBSITES www.hero

BOOKS Marketing Management- J.C. Berry

MAGAZINES Business Today




QUESTIONNAIRE 1. Please mention your age group 18-20 21-25 26-30 31-35 36- Above

2. Gender Male Female

3. Please mention your occupation Officials Clerical or Salesmen Student First Jobbers Retired

4. If you were to recommend a scooter would you recommend anyone Honda? Yes No 5. What are the things that you look while purchasing a bike? Fuel efficiency Looks Low maintenance cost Reliability( less chances of breakdown) Least physical efforts Low price


6. How did you get to know about Hero Honda that you having at present? Advertisement Family information Friends recommendation Dealers recommendation

7. What mode of do you prefer? Cash Finance schemes Company loan Others

8. How likely would you recommend Honda? Very unlikely Not likely Good Likely Very likely

9. What is your overall opinion about Honda? Very bad good Bad Neither Bad Good Very nor good