CHAPTER

CONTENTS PAGE NO.

NO.
INTRODUCTION
1 1
RESEARCH DESIGN AND METHODOLOGY

• STATEMENT OF THE PROBLEM

• NEED OF THE STUDY
• OBJECTIVES OF THE STUDY
2 14
• SCOPE OF THE STUDY
• DATA COLLECTION
• FIELD WORK FOR THE STUDY
• LIMITATION OF THE STUDY

PROFILE OF THE ORGANISATION

• COMPANY PROFILE
• CONSISTENT QUALITY WORLD WIDE
• R & D FOR THE FUTURE
• INSPIRING OUR CUSTOMERS
3 • TAKING TO THE SKIES 19
• EXPANDING NEW VALUES FOR
CUSTOMERS WORLD WIDE
• MANAGEMENT OF INFORMATION
SECURITY
• PRODUCT PROFILE

ANALYSIS & INTERPRETATION

4 • TABLE- REPRESENTATION OF DATA 33

• CHARTS- ANALYSIS

FINDINGS & CONCLUSIONS

5 55
• FINDINGS
• CONCLUSIONS

BIBLIOGRAPHY 58

1
 INTRODUCTION

Two Wheelers in India

The Feeling of freedom and being one with the Nature comes only from
riding a two wheeler. Indians prefer the two wheelers because of their small
manageable size, low maintenance, pricing and easy loan repayments. Indian
streets are full of people of all age groups riding a two wheeler. Motorized
two wheelers are seen as a symbol of status by the popular. Thus, in India,
we would see swanky four wheels jostling with our ever reliable and study
steed: the two wheeler.

History of Two Wheelers

Motorcycles have made their debut around the 1950s; this section looks at
the two wheelers which have over the years caught the imagination of
country. It was in the year 1954 that the Indian government ordered for total
number of 800 motorcycles to man the Pakistani borders. In came the

Bullets which were initially launched in England as a 350cc bike and it was
upgraded to 500cc a year or so later. These bikes have remained barring
some cosmetic changes which have undergone over the years. Thus one can
say without much of a doubt that the 1955 Bullet was one of the initial hits
of the Indian two-wheeler industry and till today it continues to be a darling
of the motorcycle enthusiasts.

Enfield Bullet had a close competition with another sturdy bike named
Rajdoot; as the bike was strong enough to handle the rough Indian roads.
The company had roped in Indian He-man Dharmendra for the promotion of
the bike. With more than 1.6 million vehicles on the road the Rajdoot
motorcycle was one of the initial hits of the earlier years of two-wheeler
history in the country.

When heavy motorcycles were the order of the day, a relatively lighter bike
had caught on the imagination of the Indian two wheeler user. Ind- Suzukia
bike launched by the then TVS Suzuki group was an instant hit; however the
bike could not sustain it's initial success due to the high import content in the
vehicle and less of localization.

In Scooters Bajaj Chetak has been hugely responsible for adding momentum
to the transport system of the country, till today it remains one of the most
successful brands to have come out of the Bajaj stable.

The scooter is named after the horse of legendary Rana Pratap

Singh. These sets of two Wheels have become a part of the Indian milieu
and are often considered a representative of the Indian middle class
aspiration. Very few two-wheelers have been able to emulate the success,
which Bajaj Chetak has achieved over the years.Similarly LML Motors
enjoyed a reasonable success with the launch of LML Select which came
with new age technology and improved performance.

Today newer models of two-wheeler are entering the market everyday,

slowly pushing these names down the memory lane. However names like
Chetak, Rajdoot and Bullet will always find a mention in the history of two-
wheelers in the country

History

The Britannica Encyclopaedia describes a motorcycle as a bicycle or tricycle

propelled by an internal-combustion engine (or, less often, by an electric
engine).The motors on minibikes, scooters, and mopeds, or motorized
velocipedes, are usually air-cooled and range from 25 to 250 cubic cm (1.5
to 15 cubic inches) in displacement; the multiple-cylinder motorcycles have
displacements of more than 1,300 cubic cm.

The automobile was the reply to the 19th-century dream of self-propelling

the horse-drawn carriage. Similarly, the invention of the motorcycle created
the self-propelled bicycle. The first commercial design was a three-wheeler

built by Edward Butler in Great Britain in 1884. This employed a horizontal

single-cylinder gasoline engine mounted between two steerable front wheels
and connected by a drive chain to the gearwheel.

The 1900s saw the conversion of many bicycles, or pedal cycles by adding
small, centrally mounted spark ignition engines. There was then felt the need
for reliable constructions. This led to road trial tests and competition
between manufacturers. Tourist Trophy (TT) races were held on the Isle of
Man in 1907 as reliability or endurance races. Such were the proving ground
for many new ideas from early two-stroke-cycle designs to supercharged,
multivalent engines mounted on aerodynamic, carbon-fiber reinforced
bodywork.

Invention of two wheelers

 The invention of the first two-wheeler is a much-debated issue. "Who
invented the first motorcycle?" may seem like a simple question, but the
answer is quite complicated. Two-wheelers own their descent to the "safety"
bicycle, i.e., bicycles with front and rear wheels of the same size, with a
pedal crank mechanism to drive the rear wheel. Those bicycles, in turn
descended from high-wheel bicycles. The high-wheelers descended from an
early type of pushbike, without pedals, propelled by the rider's feet pushing
against the ground. These appeared around 1800, used iron-banded wagon
wheels, and were called "bone-crushers," both for their jarring ride, and their
tendency to toss their riders.
Gottlieb Daimler (who later teamed up with Karl Benz to form the
Daimler-Benz Corporation) is credited with building the first motorcycle in
1885, one wheel in the front and one in the back, although it had a smaller
spring-loaded outrigger wheel on each side. It was constructed mostly of
wood, the wheels were of the iron-banded wooden-spoked wagon-type,it
definitely had a "bone-crusher" chassis!

This two-wheeler was powered by a single-cylinder Otto-cycle

engine, and may have had a spray-type carburetor. (Wilhelm Maybach,
Daimler's assistant, was working on the invention of the spray carburetor at
the time). If two wheels with steam propulsion can be called a motorcycle,
then the first one may have been American. One such machine was
demonstrated at fairs and circuses in the eastern US in 1867. This was built
by one Sylvester Howard Roper of Roxbury, Massachusetts.
 There is an existing example of a Roper machine, dated 1869. A
charcoal-fired two-cylinder engine, whose connecting rods directly drive a
crank on the rear wheel, powers it. This machine predates the invention of
the safety bicycle by many years, so its chassis is also based on the "bone-
crusher" bike.

Introduction to Marketing

Marketing consists of all activities by which a company adapts itself

to its environment creativity and profitably. It is the whole business seen
from the point of view of its final result that is from customer’s point of
view. Basically business firm’s objective is to convert societal need into
profitable opportunities. Marketing is an attempt to anticipate satisfies the
needs demands of the consumers of the society.

Philip Kotler has said “Marketing is determining the needs and wants
of target markets and delivering the desired satisfaction more effectively and
efficiently than competitors”. Thus it shows that consumer is the key to
success to any company’ marketing services.

Evolution of Marketing

The development of marketing concept is evolutionary i.e. gradual

rather than revolutionary. The marketing is one of the oldest professions of
the world. Marketing is both philosophy, it guides and directs the business
thinking i.e. whether to produce or not to produce. As a technology it is
concerned with deciding what should be produced, how and when products
could be efficiently distributed among the customers. Hence we can that
producers have to adapt different methods of satisfying his customers due to
change in customer taste and preference.

Market potential
Current and future market demands are determined by analyzing the entire
environment factor affecting marketing process. The two way of estimating
demand are:

Total Market potential

It is demand that exists for a product in all areas put together. The demand
may be for a product in all areas put together. The demand may be for a
product or service and the area may be for a state, country and continent or
may be the whole world itself.

Area Market Potential

It is demand that exists for a particular product for or service in it particular
area of market.

The different segmentation is:

Geographic segmentation: Geographic location is usual and popular basis for
market segmentation. Future distinction as rural and urban markets, city and
suburban markets etc also from geographic segmentation.
Demographic segmentation
Demography is study of population. Demographically characters such as
sex, age, marital status, number and age of children, place of residence,
mobility, income, education, occupation, family life cycle, social class,
culture etc., make the base of demographic of demographic sub culture.

Psychographics segmentation: here buyers are divided into different

groups on the basis of social class, life style and personality characteristics.
People with in same demographic group can exhibit very different
Psychographics profiles.

BRAND AWARENESS

1. Brand
Consumer views a brand as an important part of a product and branding
can add value to a product. For example, most consumers would perceive a
bottle of white linen perfume as a high quality, expensive product. But the
same perfume in an unmarked bottle would likely be viewed as lower in
quality, even if the fragrance were identical.

Branding has become a major issue in product strategy. On the one

hand, developing a branded product required a great deal of long marketing
investment, especially for advertising promotion and packaging.
2. Branding
Perhaps the most distinctive skill of professional marketers is their ability
to create, maintain, protect and enhance brands. A Brand is a name, term,
sign, symbol or design or a combination of these intended to identify the
products or service of one seller in group of seller and to differentiate them
from those of competitors.
A brand is a seller promise to deliver consistently a specific
set of features, benefits and services to buyers. The best hands convey a
warranty of quality. According to one marketing executive, a brand can
deliver up to four level of meaning:

a) Attributes
A brand first brings to mind certain product attributes. For example
Mercedes, suggests such attributes as “well engineered” well built.”
“Durable”, “high prestige”, “fast”, “expensive” and “high release value”.
The company may use one or more of these attributes in its advertising for a
car. For years Mercedes being advertise engineered like no other in the
world. This provided a positioning platform for attributes of a car.

b) Benefits
Customers do not buy attributes they benefits. Therefore, attributes must
be translated into functional and emotional benefits.” I won’t have to buy a
new car every few years”. The attribute expensive might translate in to
emotional benefits. The car makes me feel important and admired. The
attributor will built might translate in to the functional and emotional
benefit. I am safe in the even of an accident.

c) Values
A brand also says about the buyer’s values. Thus, Mercedes buyers value
high performance, safety and prestige. A brand marketer must identify the
specific groups of cars buyers whose values coincide with the delivered
package.

d) Personality
A brand also projects a personality motivation researchers sometimes ask.
If this brand were person, what kind of person would it be ? consumer might
visualize a Mercedes automobile as being a wealthy business executive. The
brand will attract people whose actual or desired self-image matches the
brand image.

The challenge of branding is to develop a deep of meaning for

the brand, giving the four levels of brands meaning marketers must decide
the level first at which they will build the brands identity. The most lasting
meanings of a brand are its values are personality. They obtained the brands
essence. Thus, Mercedes stands for high achieve and success the company
must build its brand strategy around creating and protecting this brand
personality. All though Mercedes has recently yielded to marketing fewer
models might dilute the vehicle and personality that Mercedes has build up
over the decades.

Brand Equity
The value of a brand. From a consumer perspective, brand equity is based
on consumer attitudes about positive brand attributes and favorable
consequences of brand use. The added value that a brand brings to a product
or service beyond the functional benefits provided. Major asset categories
are: brand name awareness, brand loyalty, perceived quality, and brand
associations,

Brands vary in the amount of power and value they have in the
market place. Some brands are largely unknown to most buyers. Other
brands have a high degree of consumers brand awareness. Still other enjoys
brands preference. Buyers select them over the other. Finally, some brands
command a high degree of brand of brand loyalty. A powerful brand has
high brand equity. Brand have high brand equity to the extent that they have
higher brand loyalty, names awareness perceived quality, strong, brand
association and other assets such as patents trademarks and channel
relationships. A brand with strong brand equity is valuable asset. In fact, it
can even be brought or sold for a price. Measuring the actual equity of a
brand name is difficult .Because it is so hard measure companies usually of a
brand name is difficult. The world’s top brand includes such super powers as
coca-cola, Disney, Kodak, and

Mercedes Benz high brand equity provided a company with many

competitive advantages. Because a powerful brand enjoys a high level of
consumer brand awareness and loyalty, the company will incur lower
marketing costs reactive revenues. Because consumer expect stores to carry
the brand ,the company has more leverage bargaining in beginning with
resellers and become the brand name carries high creditability, the company
can more easily launch brand extensions. Above all, a powerful brand offers
the company some defense against competition.

Marketers need to manage their carefully in order to preserve brand equity

and usefulness, and positive brand associations over time. This requires
continuous R & D investment, skillful advertising and excellent trade and
consumer’s service.

Some companies such as Colgate –Palmolive have appointed

brand equity managers to guard their brand image, associations and equity.
They work to prevent brand managers from over promoting brands in order
to produce short-term profits as the expenses of long-term brand equity.

Some analyses see brand as the major enduring assets of a

company. Outlasting specific products and facilities. Yet behind every
powerful brand stands set of loyal customer therefore, the basic assets
underlying brand equity is customer equity. This suggests the marketing
strategy should focus on extending loyal customer lifetime sale, with brand
management serving as a major marketing tool.
 RESEARCH DESIGN

A research design is a logical and systematic plan prepared for directing a

research study. It is a planed structure and strategy of investigation
conceived so as to obtain answers to research questions and constitutes the
blue print for the collection, representation, and analysis of data.

In short, it is the logical and systematic plan prepared for directing the
research study. A good research design should consists of
o Clear statement of research design.
o Produce and techniques to be followed for gathering information.
o Population to be studied.
o Methods to be used in processing and analyzing data.

Statement of problem

The research problem selected for the analysis is entitled “ Market

Potential and Brand Awareness towards HONDA ACTIVA in
Gangavathi.” this topic is selected to find out the Brand Awareness and
Market Potential towards Honda Activa and to find the Perception of
consumers about the vehicle and finding the position of the vehicle among
the Competitors.

Scope of the study

 Finding the position of the Honda Activa vehicle among the
competitors.
 Finding the brand awareness of Honda Activa in Gangavathi.

 Finding the perception of consumers about the vehicle.

Objectives
 To determine the awareness level of the customer about different

brands of the two wheelers.

 To know the market potential of Honda Activa.

 To study consumer perception regarding HONDA ACTIVA in

particular
 To know the reasons and intentions behind purchasing or not

purchasing Honda Activa

Methodology of the study

Sampling Design
A part of population is know as a sample and drawing a sample from larger
population is called sampling
A Good sample should be representative, accurate and precision sampling
can be categorized:

 Convenience sampling

Sample procedure for the project work

The sampling method used is convenience sampling, a category of
non-probability sampling since the respondents were chosen by me and were
not provided by the company. The area of sampling is in Gangavathi.

Sample size for the project work

It is impossible to collect the response from the total population due to
limitation of time. The total sample size taken for survey is 100 respondents.

Method of Data Collection

Data collection tool is to collect the primary data that is, data collected
specifically for the study and is not published anywhere before is through a
questionnaire. It is used to collect data about that general Brand Awareness
and Market Potential of two wheelers of Honda Activa and its other
competitors.

Primary data: The primary data is collected through survey method

Secondary data: The secondary data is collected through various sources
like magazines, textbooks, and internet.
Primary data (Exploratory Research Design)

Primary Data is the first hand information collected for specific

purpose directly from the field of enquiry. The source of data for
compilation of this report was gartered directly from the respondents
through the use of questionnaire. It was developed personally and offered
the latest information

Designing for Questionnaire:

The designing of questionnaire needs precision and classify the subject. So

that respondent easily understands the questions and will reply the answers
sincerely and correctly. The concept of is to know the Brand Awareness and
Market Potential for the Honda Activa with Non-users.

Field works for project

The field work for the project was carried in Gangavathi. The fieldwork
schedule contained structured set of questions to be answered by
respondents to suit the objective of the project. The respondents were
contacted at place like colleges, offices, residents and different areas in the
Gangavathi.

Limitation of the project

 Project work and study is confined to Gangavathi only

 The data will be collected only from respondents. Their perceptions

are portrayed in a statistical and graphical manner; this itself can be a
limitation.

 As the primary data will be collected by individuals responses are

likely to be biased, because of subjectivity.

 The overall sample size is 100. Hence this is not to be a truly

representative picture

 The duration for the survey was very less

 COMPANY PROFILE

Honda is the world's largest manufacturer of 2-wheelers. Its symbol, the

Wings, represents the company's unwavering dedication in achieving goals
that are unique and above all, conforming to international norms. These
wings are now in India as Honda Motorcycle & Scooter India Pvt. Ltd.
(HMSI), a wholly owned subsidiary of Honda Motor Company Ltd., Japan.
These wings are here to initiate a change and make a difference in the Indian
2-wheeler industry. Honda's dream for India is to not only manufacture 2-
wheelers of global quality, but also meet and exceed the expectations of
Indian customers with outstanding after sales support.

They are world leaders in motorcycles and also pioneer in four-stroke

technology. It has manufacturing operations in 32 countries with 109
productions bases. They have collaborators and technical ties their own
subsidiary. Before Honda came to India they made a survey of a two
wheeler market, which was dominated by bullet and yezdi motor cycles,
which were old technology and also with an outdated, look during time,
Honda motor company ltd realized there was a huge demand for technically
advanced fuel efficient, lighter machines. In addition to this, their study also
revealed poor public transportation at an economical and affordable price of
having personal mode of transportation at an economical and affordable
price was need pf the hour. Hence, Honda motor company ltd established its
own manufacturing unit in India.

Honda Motor Co., Ltd. operates under the basic principles of "Respect
for the Individual" and "The Three Joys" — commonly expressed as The Joy
of Buying, The Joy of Selling and The Joy of Creating. "Respect for the
Individual" reflects our desire to respect the unique character and ability of
each individual person, trusting each other as equal partners in order to do
our best in every situation. Based on this, "The Three Joys"

Expresses our belief and desire that each person working in, or
coming into contact with our company, directly or through or products,
should share a sense of joy through that experience. In line with these basic
principles, since its establishment in 1948, Honda has remained on the
leading edge by creating new value and providing products of the highest
quality at a reasonable price, for worldwide customer satisfaction. In
addition, the Company has conducted its activities with a commitment to
protecting the environment and enhancing safety in a mobile society.

The Company has grown to become the world's largest motorcycle

manufacturer and one of the leading automakers. With a global network,
subsidiaries and affiliates accounted for under the equity method, Honda
develops, manufactures and markets a wide variety of products, ranging
from small general-purpose engines and scooters to specialty sports cars, to
earn the Company an outstanding reputation from customers worldwide.
 Soichiro Honda was born on November 17, 1906, in Komyo Village
(now Tenryu City), Iwata County, Shizuoka Prefecture, as the eldest son of

Gihei Honda and his wife Mika. Gihei was a skilled and honest
blacksmith and Mika an accomplished weaver. The family was poor but
Soichiro’s upbringing was happy, even though his parents were insistent
about the need for basic discipline. It was thanks to the thorough education
he received from his father that Mr. Honda, despite his freewheeling,
irrepressible personality, hated nothing more than inconveniencing others
and was always punctual about keeping appointments. He also inherited
from his father his inborn manual dexterity and his curiosity about machines.
After a while Gihei opened a bicycle shop. Bicycles were at last
starting to become really popular in Japan and when people asked Gihei to
repair their machines, he sensed a business opportunity. As well as working
as a blacksmith he put his natural skills and willingness to learn to good
effect, repairing second-hand bicycles and re-selling them at competitive
prices. From this moment his business began to be seen as the best bicycle
store in the neighborhood.

Consistent quality worldwide

Honda is a global company with manufacturing operations and sales

networks all over the world. Furthermore, our products are enjoyed by
people in numerous countries. This global success is built upon the
renowned quality of Honda's products and made possible by the passion and
dedication of Honda associates everywhere. Wherever you are, you can
always count on the quality of Honda products. Maintaining a global
 viewpoint, we are dedicated to supplying products of the highest
quality at a reasonable price for worldwide customer satisfaction.Dreams
inspire us to create innovative products that enhance mobility and benefit
society. To meet the particular needs of customers in different regions
around the world, we base our sales networks, research & development
centers and manufacturing facilities in each region. Furthermore, as a
socially responsible corporate citizen, we strive to address important
environmental and safety issues

R&D for the future

Honda is constantly involved in the research and development of

technology that will benefit people in the future. These technologies range
from new materials and new sources of energy, including mass-produced
solar panels, to new power trains that maximize joy while minimizing
environmental impact. They also include advances in biotechnology, such as
Honda's work in decoding the rice genome for application in various fields.
Honda is studying human anatomy and physiology, as well, in its efforts to
produce innovative products that enhance safety in various ways.

Inspiring our customers

By creating products and services that highlight the core values that
make Honda unique, we would like to provide our customers with joy and
excitement beyond their expectations. Honda will continue to create such
Inspiring experiences for our customers by offering mobility that is always
ahead of the times. In this way, Honda products will be loved and enjoyed
by customers of all generations.

Taking to the skies

One of Honda's earliest dreams was to build its own airplanes. Now
this dream is coming true with the development of the Honda Jet, which
Honda began taking orders for in October 2006 and will deliver in 2010. To
Honda's delight, there have been more orders than anticipated. GE Honda
Aero Engines, Honda's joint venture with General Electric, is making great
strides with the small HF120 jet engine that is expected to power the Honda
Jet as well as the Freedom jet of U.S. firm Spectrum Aeronautical.

Expanding New Values for customers worldwide

The ultimate goal of our sales activities worldwide is to satisfy our

customers so that they will continue to come back for more Honda quality
products. That's why we put heartfelt effort into our services, responding to
changing values and increasingly sophisticated needs. We're always working
to improve the quality of our customer relations —providing friendly and
attentive sales, responsive service support, thorough maintenance and repairs
— so customer satisfaction constantly grows.
 Honda also continues to develop sales and service systems best suited
to community needs. In that way, "life with a Honda" brings new joy to
people and places worldwide. Starting in Japan in 2006, Honda began
unifying its multiple car-dealership

Channels into a single Honda sales channel - seeking to strengthen the

Honda brand, enhance customer satisfaction, and help ensure lifetime
customer loyalty.

Honda group companies in each region create their own

Guideline based on the ‘Honda Conduct Guideline’.

Guided by Honda Philosophy, Honda has expanded its business

globally based on the pursuit of new dreams and the determination to make
them come true. Through these efforts, we have shared a “joy” and
established a trust with customers and society around the world. In order to
further advance our global business in each region, every Honda associate in
various countries around the world needs to share a common value at Honda
and become even more self-reliant. The “Honda Conduct Guideline”
represents the important values that have guided our actions to date. With
each one of us sharing these values, we will be able to further gain the trust
of our customers and society, helping Honda strengthen our position as “a
company that society will want to exist.”

Management of Information
In order for Honda to properly manage customer- and business partner-
related information, we will pay the utmost attention to the appropriate
handling of confidential information.

Management of Information Security

We will appropriately manage information security such as the locking of
storage

cabinets, and carefully managing computers and security passwords.

Confidential Information Disclosure Prevention: We will not

release confidential information or personal information regarding
customers, business partners, and associates.

AN OVERVIEW OF HONDA MOTORCYCLE & SCOOTTER INDIA

PRIVATE LIMITED (HMSI)
The Honda Activa is a motor scooter made by Honda Motorcycle and
Scooter India. It was launched in India in 2000. It is a 102 cc, 7 BHP
scooters. The mileage on the highway averages around 50 km/l and in cities
around 40. It has been quite successful in India. The design dates to the year
2000. It competes with newer scooters like the Kinetic Blaze.

Honda Motorcycle & Scooter India, Private Limited (HMSI) is the

wholly owned Indian subsidiary of Honda Motor Company, Limited, Japan.
[1]
Founded in 1999,[1] it was the fourth Honda automotive venture in India,
after Hero Honda, Kinetic Honda Motor Ltd and Honda Siel Cars India
Limited.. The entry of Honda into the Indian market as HMSI began with
the launch of the Honda Activa, a 100cc scooter. A slightly modified
trendier version of the Activa was soon launched, as the Honda Dio. Honda
Eterno was launched thereafter to add to the portfolio of HMSI's scooters.
The Honda Unicorn was the first motorcycle released by HMSI. The Honda
Shine has since been released.

PRODUCT PROFILE
Designed to excel
Honda Activa is the first scooter model of HMSL for the Indian market.
It has revitalized the Indian scooter market after its launch in the year 2001.
With in the first year of its launch it has been awarded the scooter of the year
by overdrive magazine and readers choice award for the best scooter by auto
India magazine. The Honda Activa has set a new standard for new era of
scooters in India. It has been developed exclusively for the Indian market
after closely examining the changing lifestyles and needs of the consumers.
The Honda Activa has been designed to cater to the people who believe.

The Honda Activa is equipped with a number of new functions and

mechanisms, introduced for the first time in India. It is designed to offer
great functionality Performance, economy and ease of handling and
maintenance to a wide cross-section of the Indian society.

Honda Activa Perfect in design and technology, Honda Activa is more

than just a mean of transportation. The tyres of the Honda Activa have
double layered tubes with fluid in between. This seals the air leakage in case
of a puncture to ensure that the rider enjoys a puncture-less ride.

Neatly hidden between the seat of the Honda Activa is space that can
comfortably hold a helmet or any other thing you wish to put away. The
convenient lift-up independent cover enables you to easily lift-up the Honda
Activa's engine cover, like the bonnet of a car. This makes routine
maintenance fast and hassle free. Its powerful multi-reflector headlamp
brightens up badly lit roads to make night driving a safe and pleasurable
experience.

Company Stroke Maximum Power Displacement Honda

Motorcycle & Scooter India Pvt. Ltd. 4-Stroke 7 Bhp @ 7000 rpm 102 cc
Technical Specifications

Engine
Type 4-stroke, Single cylinder, air cooled, OHC
Displacement 102 cc
Max. Power 7 Bhp @ 7000 rpm
Max. Torque 0.8 Kg-m @ 5500 rpm
Transmission V-matic
Ignition Self / Kick
Fuel Tank
6 liters
Capacity
Electrical
Battery 12V, 5Ah
Headlamp 35W
Chassis
Frame High rigidity Under Bone type
Dimensions
1765 x 715 x 1130 mm
(lxbxh)
Wheel Base 1235 mm
Seat Height 760 mm
Ground
145 smm
Clearance
Suspension
Front Bottom Link with spring loaded hydraulic damper
Unit swing with spring loaded hydraulic damper
Rear

Tyre Size
Front 3.50 - 10, 4 PR
Rear 3.50 - 10, 4 PR
Brakes
Front Drum, 130 mm dia
Rear Drum, 130 mm dia

Striking Features

• Flush surface.
• Multi-reflector light.
• Low seat with high ground clearance.
• Movable front fender.
• Sleek and aerodynamic styling.
• Low noise 4-cycle engine.
• Metal Body.
• CLIC mechanism.

Designed for Everyone

Honda Activa is recommended for it’s more practical and conservative

styling, ease of use, better ride quality and the excellent 102 cc engine. The
scooter is also known as a family two-wheeler for its higher load carrying
capacity. The vehicles have the option of kick- and self-start. The chassis is
of high rigidity under bone type and the body panels are moulded steel sheet.

Activa incorporates better rider comfort and includes the puncture-resistant

"tuff-up" tyre and tube combination. It has low riding height and low noise
4-cycle engine. It gives the mileage of about 45 km per liter in the long run.

Color Variants

• Strand Silver Metallic

• Black
• Geny Grey Metallic
• Azure Blue Metallic
• Misty Pink Metallic

By design, the Activa lets anybody in the family get their hands on it. To
make riding fun, we removed the gears and retained only those controls
which can be safely left to your reflexes. Like the accelerator and the brakes
in a lightweight body. So now, mothers can enjoy an easy ride while fathers
will appreciate its sturdy build. Honda Activa good in design, Honda Activa
is more than just a mean of transportation. The tyres of the Honda Activa
have double layered tubes with fluid in between. This seals the air leakage in
case of a puncture to ensure that the rider enjoys a puncture-less ride.

In fact, an Activa has something in it for everyone. We’ve got two

new colour graphic stickers, a flamboyant one for the young rider who
adheres to style. And for the mature rider we have got a more sober looking
sticker, a reflection of their personality. You’ll never see ease, technology
and style come together in such a smooth way. As in the Honda Activa.

DATA ANALYSIS AND INTERPRETATION

Table showing the age profile of the respondents

Age group No of Percentage
Respondents
20-25 30 30%

25-30 34 34% Table 1

30-40 20 20%
Analysis
>40 16 16% From the above
TOTAL 100 100% table it is clear
that Majority of
the respondents belongs to the Age group between 25-30 that is 34% and the
next highest number of the respondents belongs to the Age group of 20-25
that is 30%, 20% of the respondents belong to 30-40 and 16% of the
respondents are above 5o years of age.

Inference
From the above it is clear that majority of the respondents of the study are in
the age group of 25-30 and 20-25 years which belongs to the employees and
the student
 Age group of the respondents

40

35
Percentage

30

25

20

15

10

0
20-25 25-30 30-40 >40

Table showing the gender profile of the respondents.

 Gender No of Percentage
respondents

Male 60 60%

Female 40 40%

Total 100 100%

Table 2

Analysis
From the above table it is clear that Majority of the respondents belongs to
the male that is 60% and 40% of the respondents belongs to female.

Inference

Here the majority of the respondents are Male that is 60 when compared to
Female 40 respondents.

Gender profile of the Respondents

 Female
40%

Male
60%

Table showing the occupation of the respondents

 Occupation No of Percentage
respondents
Business 16 16%
Student 30 30%
Employee 38 38%
Government 12 12%
Employees
Others 4 4%
Total 100 100%

Table 3

Analysis
The table shows that the Majority of the respondents belong to Employee
(pvt co.) that is 38%, 30% of the respondents belong to Students, 16% of the
respondents belong to Businessman, 12% of the respondents belong to
Government Employees and Others are 4%.

Inference
Hence it can inferred that majority of respondents are Employees (pvt co.)
and the Students.
 Occupation of the Respondents

40

35

30

25
Percentage

20
38

15 30

10
16
12
5

4
0
s

s
ee
en

en
es

er
oy
ud

th
in

pl

rn

O
us

St

Em

e
B

ov
G

Table showing the income of the respondents

 Table 4

Analysis
It has been Observed from the above table that 26% of the respondents have

Annually Income No of respondents Percentage

1,00,000-1,50,000 14 14%
1,50,000-2,00,000 20 20%
2,00,000-2,50,000 26 26%
2,50,000-3,00,000 18 18%
Above-3,00,000 22 22%
Total 100 100%
an Annual Income between Rs 2,00,000-2,50,000, 22% of the respondents
have an Annual Income is above 3,00,000, 20% of the respondents earns
Annual Income between 1,50,000-2,00,000, 18% of the respondents earns
Annual Income is 2,50,000-3.00,000 and 14% of the respondents whose
Annual Income between 1,00,000-1,50,000.

Inference
Hence it can be inferred that Majority of the respondents belongs to an
income group of 2, 00,000 - 2, 50,000 and above 3, 00,000.

Annually Income of the Respondents

 30%

25%

20%
No.of Respondents

15%

10%

5%

0%
100000- 150000- 200000- 250000- Above
150000 200000 250000 300000 300000
Frequency

Do you have the plans to buy a two wheeler?

 Particular No of Percentage
Respondents
YES 80 80%
NO 20 20%
Total 100 100%

Table 5

Analysis
From the above table shows that 80% of the respondents says Yes and 20%
of the respondents Says No.

Inference
Regarding plans of Purchasing Two-Wheeler is 80 out of 100 respondents
had intention of buying a two-wheeler and 20% of the respondents are don’t
have plans to buy a two wheeler.

Buyers ratio of a Two-Wheelers

 NO
20%

YES
80%

Which type of two-wheelers vehicle will you prefer?

Frequency No of percentage
Respondents

Scooter 8 10%
Motor Cycle 12 15%
Moped 60 75%
Total 80 100%
 Table 6

Analysis
From the above table it has been observed that 75% had given preference to
the Moped Vehicle, 15% of the respondents given preference to Motor
Cycle and 10% of the respondents given preference to Scooter.

Inference
Among the 80 respondents, the 8 respondents who wished to prefer for
Scooter, 12 respondents who wished for Motor Cycle and 60 respondents
wished to purchase a Moped because it is ungeared, comfort and easy to
ride.
 Respondents of Two-Wheeler vehicle

70

60

50
Respondents

40

30 60

20

10
12
8
0
d
r

e
te

e
cl

op
oo

cy

M
Sc

or
ot
M

Table showing if you decide to buy a two-Wheelers which

brand will you go for?
 Particulars Respondents Percentage
Honda 33 55%
Kinetic 8 13.33%
TVS 10 16.67%
Bajaj 6 10%
Others 3 5%
Total 60 100%

Table 7
Analysis
From the above table it is clear that 55% of the respondents belongs to the
Honda, 13.33% belongs to the Kinetic, 16.67% belongs to the TVS, 10% of
the respondents belongs to Bajaj and 5% of the respondents belongs to
Others.
Inference
Here among 60 respondents, 33 respondents are decide to buy a two-
Wheelers of Honda brand, 8 respondents decide to buy Kinetic, 10
respondents decide to buy TVS, 6 respondents are decide to buy Bajaj and 3
respondents decide to buy other brand.
It shows that the demand for the Honda is high when compared to other
brands So here the Market potential of the Honda brand is Strong.
 Respondents Preference of Brand in Two-
Wheelers.

60

50

40
Percentage

30
55

20

10
16.67
13.33
10
5
0
Honda Kinetic TVS Bajaj Others

Table showing which moped vehicle do you prefer in

Honda?
 Particulars No of Percentage
Respondents

HONDA AVIATOR 6 18.18%

HONDA ACTIVA 25 75.76%

HONDA DIO 2 6.06%

Total 33 100%

Table 8

Analysis
The table shows that 18.18% belongs to Honda Aviator, 18.18% belongs to
Honda Activa and 6.06% belongs to Honda Dio.

Inference
Here 6 respondents out of 33 has preferred Honda Aviator, 25 respondents
preferred Honda Activa and 2 respondents preferred Honda Dio.
So most of the respondents had preferred Honda Activa because they are
well known about the Vehicle and also know the brand awareness of Honda
Activa vehicle.

Respondents preference of Moped Vehicle in Honda

 Honda
Honda dio,
Avitor,
6.06%
18.18% % ,

Honda
Activa,
75.76% ,

Table showing which colour do you prefer for Honda Activa

 Particular No of Respondents Percentage

STRAND SILVER 10 40%

METALLIC
BLACK 8 32%
GENY GREY 4 16%
METALLIC
BLUE METALLIC 2 8%
MISTY PINK 1 4%
METALLIC
Total 25 100%
Table 9

Analysis
It has been Observed that 40% of the respondents chooses the Strand silver
Metallic, 32% chooses the Black, 16% chooses Geny Grey Metallic, 8%
chooses Blue Metallic and 4% of the respondents Chooses Misty pink
metallic.

Inference
So here according to the perception of the people they are chooses their
colour and most of the respondents are choused the Strand Silver Metallic
and Black.

Respondents preference of colour in Honda Activa

 MISTY PINK
METALLIC
4%
STRAND
SILVER
METALLIC
BLUE 40%
METALLIC
8%

GENY GREY
METALLIC
16%

Black, 32%

Table showing what was your intention behind deciding for

Honda Activa?

ATTRIBUTES MARK/Ranking Percentage

MILEAGE 5 20
POWER & PICK UP 4 16
RIDING COMFORT 4 16
PRICE 1 4
AFTER SALE SERVICE 1 4
ROAD GRIP 3 12
BRAND EQUITY 7 28
TOTAL 25 100
Table 10

Analysis
It has been observed that 5 respondents are given the first preference to
mileage, 4 respondents are given the preference to Power and pick up. And
again another 4 respondents are given the preference to Riding comfort, 1
respondent for price, another 1 respondent for after sale service, 3 for Road
grip and 7 respondents for the Brand Equity.
Inference
Here most of the respondents are choused the Brand Equity because the
value of the Honda brand is from a consumer perspective; here the Honda
Brand Equity is based on consumer attitudes about positive Brand attributes
and favorable consequences of the Honda Brand and it shows that Customer
having Brand awareness about the Honda Activa Vehicle in the Market is
high
 Attributes looked in Honda Activa by the
Respondents

28%
Brand Loyalty
Attributes

12%
Road Grip

4%
After sale service
4%
price
16%
Riding Comfort
16%
Power & pickup
20%
Mileage

0% 5% 10% 15% 20% 25% 30%

Percentage
Table showing from which source you came to be aware of this
Brand

Particular No of Percentage
Respondents
PRINT MEDIA
4 16%
ELECTRONICAL
MEDIA 6 24%

FRIENDS 14 56%

DEMO OR 1 4%
DISPLAY

Total 25 100%

Table 11

Analysis
The major source of information through which respondents came aware of
the Honda Activa Brand are 16% from Print Media, 24% from Electronic
Media, 56% from Friends and 4% from Demo or display.

Inference
Hence most of the respondents received the information about the Honda
Activa by friends and Electronic media like Television etc.
 Percentage
Pr

0
10
20
30
40
50
i 60
nt
M

FINDINGS
ed
ia
El
e ct
ro
ni
ca
l

Fr
ie
nd
s

Source
De
m
o
or
D
is
pl
ay
  The Survey reveals that all the customers are aware of all mentioned

Brands of Two- wheelers in the Market.

 It is found that Mileage and Brand Equity are the most important

Attributes customer looks for before deciding to purchase a Two-

wheeler. Riding Comfort, road grip and Pick up are also given due

importance.

 We found that Honda Activa is preferred by both Male and Female.

 The most of the Respondents are preferred Honda Activa so by this

we came to know that the Market Potential for Honda Activa is high.

 The Respondents find the Brand Equity and Mileage are the most

satisfying attributes in HONDA ACTIVA. These two are the main

reasons for HONDA ACTIVA is one of the most preferred Two-

wheelers among the various Brands mentioned in the questionnaire.

 The price of Honda Activa is high when compared to other brands.

SUGGESTIONS
  Young people prefer Two-wheelers than others. So the advertisement

should be aimed towards them.

 The price of the vehicle is high, so it should be reduced so which will

increase in sales.

 There should be more advertisement on Print media and Demo or

display.

 Road grip of the Honda Activa need to be improved.

 Honda Activa after sales service should be improved

CONCLUSION

Honda is one of the world's largest manufacturer of 2-wheelers.To conclude

a study conducted on Market Segmentation and Brand Awareness towards
Honda Activa to explore certain facts and figures about the customers.
Views regarding the two-Wheeler generally people is the higher compare to
cars because it is treated as necessity. After Market Potential and Brand
awareness of Honda Activa It shows that the demand for the Honda Moped
is high when compared to other brands so here the Market potential of the
Honda brand is Strong. The study reveals that most of the respondents
especially the Employees and the students given more preference to
purchase the Honda Activa vehicle.

The wings are here to initiate a change and make a difference in the
Indian 2-wheeler industry. Honda's dream for India is to not only
manufacture 2-wheelers of global quality, but also meet and exceed the
expectations of Indian customers with outstanding after sales support.

QUESTIONNAIRE

MARKET POTENTIAL AND BRAND AWARENESS TOWARDS

HONDA ACTIVA IN BANGALORE CITY. (FOR NON-USERS)
1 NAME :

2 AGE :

3 SEX: MALE ( ), FEMALE ( )

4 OCCUPATION: BUSINESSMAN ( )
GOVERNMENT EMPOLOYEE ( )
EMPLOYEE (PVT CO.) ( )
STUDENT ( )
OTHERS ( )

5 ANNUALLY INCOME: 1.00,000-1,50,000 ( )

1,50,000-2,00,000 ( )
2,00,000-2,50,000 ( )
2,50,000-3,00,000 ( )
Above 3,00,000 ( )

6 DO YOU HAVE PLANS TO BUY A TWO-WHEELER?

YES ( )
NO ( )

7 WHICH TYPE OF TWO-WHELLER VEHICLE WILL YOU PREFER

SCOOTER ( )
MOTOE CYCLE ( )
SCOOTERETTES/MOPED ( )

8 IF YOU DECIDE TO BUY A TWO-WHEELER WHICH

BRANDS WILL YOU GO FOR?
 HONDA ( )
KINETIC ( )
TVS ( )
BAJAJ ( )
OTHERS ( )

IF CHOOSED FOR HONDA MOPED BRAND THEN GO FOR THE NEXT QUESTION

9 IN HONDA WHICH MOPED VEHICLE DO YOU PREFER?

HONDA AVITOR ( )
HONDA ACTIVA ( )
HONDA DIO ( )

10 WHICH COLOUR DO YOU PREFER FOR HONDA ACTIVA

STRAND SILVER METALLIC ( )

BLACK ( )

GENY GREY METALLIC ( )

BLUE METALLIC ( )

MISTY PINK METALLIC ( )

11 WHAT WAS YOUR INTENTION BEHIND DECIDING FOR HONDA ACTIVA?

(WHAT IS YOUR FIRST PREFERENCE TICK ANY ONE)
 ATTRIBUTES MARK
MILEAGE
POWER & PICK UP
RIDING COMFORT
PRICE
AFTER SALE SERVICE
ROAD GRIP
BRAND LOYALTY

12 FROM WHICH SOURCE YOU CAME TO BE AWARE OF THIS BRAND

PRINT MEDIA ( )
ELECTRONICAL MEDIA ( )
FRIENDS ( )
DEMO OR DISPLAY ( )

13 WHAT IS YOUR OPINION TOWARDS HONDA ACTIVA?

EXPLAIN IN FEW WORDS?

------------------------------------------------------------------------------------
------------------------------------------------------------------------------------
-----------------------------------------------------------------------------------
 BIBLIOGRAPHY

BOOKS

 PRINCILES OF MARKETING

-BY PHILIP KOTLER AND GANDHI

 CONSUMER BEHAVIOUR

- DR.K.ASHWATHAPPA

INTERNET

 www.world.honda.com

 www.honda2wheelersindia.com

 www.automobileindia.com

 www.surfindia.com