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Study on consumer buying behavior of
Honda CB Unicorn
Submitted by
Mr. Hari.L.Krishna2nd Semester MBA
Department of Business AdministrationCollege of EngineeringThiruvananthapuram
Date: 29/05/2012
Department of Business Administration
College of EngineeringThiruvananthapuram
Under the guidance ofJ.S.Dhanya
Assistant ProfessorDepartment of Business Administration
College of EngineeringThiruvananthapuram
ACKNOWLEDGEMENT
Concentration, dedication, hard work and application are essential
but not the only factor to achieve the desired goal. Those must be
supplemented by the guidance assistance and cooperation of experts to make it
success.
I am extremely grateful to my institute for providing me the
opportunity to undertake this research project in the prestigious field.
With profound pleasure, I extend my extreme sincere sense of gratitude and
indebtedness to Dr. K. Gopalakrishanan Nair for extensive and valuable
guidance that was always available to me ungrudgingly and instantly, which
help me complete my project without difficulty.
I express my deep and sincere gratitude to Mr. Abhilash (Sales
Executive of EVM Honda) for providing me firsthand knowledge. I am
thankful to all of my friends and batch mates for their help in completing this
project work. Finally, I am thankful to my entire family members for their
great support and encouragement.
HARI.L.KRISHNA
Contents1. Title of the Proposed Research Study:.......................................................................4
2. Introduction for the Proposed Study:.........................................................................5
Two Wheeler Auto Mobile’s Introduction.................................................................5
Introduction to Honda Unicorn..................................................................................7
3. Review of Literature:.................................................................................................9
Automotive industry in India...................................................................................12
4. Statement of the Problem:........................................................................................16
5. Objectives:................................................................................................................17
6. Methodology:...........................................................................................................17
Data Analysis and Interpretation..................................................................................20
Findings........................................................................................................................23
Methods To Improve....................................................................................................25
7. Pilot Study:...............................................................................................................26
8. Limitations of the study:..........................................................................................27
9. Significance of the Study:........................................................................................27
Bibliography:................................................................................................................28
1. Title of the Proposed Research Study:
“Study on consumer buying behavior of
Honda CB Unicorn”
2. Introduction for the Proposed Study:
Two Wheeler Auto Mobile’s Introduction
Throughout the centuries man has striven to expand his capabilities through the use
of machine. His ever inventive mind has constantly devised ways to use tool to
increase his abilities to explore the world around him. To go faster, deeper, higher
and further than before was it. Coupled with his need to find new thrills, new
adventures and new modes of transportation, the invention refinement of the
motorcycle seems an inevitable outcome.
It would seem that Michelangelo conceived of the bicycle as early 14th century.
And his drawing shows a remarkable resemblance to he modern day bike. It had
wheels of similar size and even pedals and chain. Albeit made without any
apparent means of steering.
Through never built, it was a remarkably clever design, and early bicycle makers
would have done well to study his concepts, there have, in fact been 4 machines
built based on his drawing, attesting to the viability of his design.
It wasn‘t until 1869 that the first serious attempts were made to produce motor
driven bicycles. These very first were powered by steam, and driven by leather
belts or as in the case of the roper steam velocipede of 1869 by a system of levers
attached to a crank on the driven wheel.
In 1885 the Daimler, Europe this is consider by many as the first true motorcycle
or motor bicycle, as it was the first to employ an internal combustion engine and
was designed from the ground up to be motor powered. Designed by gottlibe
Daimler it was powered by an Otto cycle engine 7 producing about ½ horse
powers. Note this design again employed wooden wheels and Daimler dropped the
twist grip controls from his 1877 design in favor of leavers on the frame.
In 1894, Hildebrand and Wolfmuller, France Worlds produce first motorcycle. It
came with a 1428 cc water cooled four-stroke motor producing 2.5 bhp. And speed
of 25 mph.
In 1898 orient-Aster, USA the American made production motorcycle was this
entry built by the Metz Company, in Waltham, mass, it used an aster engine that
was a French copy of the Metz Company, in Waltham, mass.
Introduction of India Two wheeler’s Company
Bikes or two wheelers in India cater to various needs of the consumers. With the
choice of the Indians improving from bicycles to two wheelers, the Indian two-
wheeler market has seen a significant growth over the years. Now owing a bike has
become a must for most Indians. Even if people own a car they prefer to have a
bike as it is very economical and fuel efficient.
With the growth in the economy the demand for two wheelers is increasing over
the years. It is one of the most dynamic industries today and with the increasing
competition companies are bringing in new products with sophisticated
technologies and innovative features to capture a major pie of the Indian market
and it‘s the consumer who is benefited from it..
With the availability of reduced consumer loans and high disposable income the
Indian two-wheeler industry has perceived an exceptional growth over the past few
years thereby making India the second largest market for two wheelers in the world
only after China.
The motorcycle has now become one most popular mode of transportation among
the Indian middle class families because of it is cost effective, economical and easy
to navigate through the traffic. 8
Moreover, the people have started preferring bikes instead of scooters and mopeds
and today bikes form a major part of the Indian two wheelers.
Indian companies are one of the largest two wheeler manufacturers in the world.
The number one bike manufacturer in the world, Hero Honda is in close
competition with the Indian manufacturer Bajaj India.
The motorcycle industry in India has witnessed a tremendous change in the 90‘s
with the invention of 4 stroke engine which makes the bikes more fuel efficient.
Further companies are trying to bring in more innovations to make the motorcycle
ride more comfortable, safe and user friendly and economical.
In a nut shell the followings factors can be distinguished for the growth of
motorcycle industry in India:
Easy accessibility to cheap consumer loans
The increase in the average income of the family.
The reduction in duties and taxes.
Convenience with regards to commuting as compared to the public transport
system.
Continuous innovations in technology making the bikes economic and fuel-
efficient.
The first choice among youths and teenagers.
Introduction to Honda Unicorn
The Honda Unicorn is a motorcycle developed by Honda Motorcycle & Scooter
India (HMSI) and introduced in 2005. It was the first motorcycle in India to feature
a mono-shock. The motorcycle was built and designed by the Honda R&D team
based in Osaka, Japan. It was internally called the CBF150M. The engine was taken
from CRF150F post 2005 engine. The previous version of CRF150F was the old
CBZ classic. The design of the bike was done keeping in mind Indian road
conditions. Many new features were incorporated, including a two-way air jacket,
diamond frame, and an engine producing a torque of 12.8 Nm at a relatively low
5500 RPM for better fuel economy. The first version of the bike featured spoke
wheels and kick start only.
Honda claimed the Unicorn accelerated from 0 to 60 km/h (0 to 37 mph) in 5
seconds and had a top speed of 101 km/h (63 mph). India Business Insight reported
acceleration of 0 to 60 km/h (0 to 37 mph) in 5.28–5.86 seconds, and a top speed of
114 km/h (71 mph).
Honda released the second version to compete with the Bajaj Pulsar and the TVS
Apache. Changes included alloy wheels, powder coated engine with a polished
head, electric starter, new graphics, clear lens indicator lamps, a trip meter, and a
slightly smaller rear grab rail. Few performance changes included minor changes in
Cylinder head, Overhead valve, ignition remap and a rear sprocket increase of one
tooth, which resulted in increased acceleration at the expense of reduced top speed.
The air filter was changed from a dry paper to oil coated to better suit dusty
conditions and a new airflow screw in carburetor. A limited Moto GP "Unicorn
Grand Prix" edition had the guise of a Repsol Honda RC211V. HMSI sold 720,000
Unicorns in 2007. Prices in 2007 ranged from 50,000 to 59,500 Indian rupees
depending on trim. The Unicorn overtook the Bajaj Pulsar to rank highest in its
category, the premium segment, in the 2005 Motorcycle Total Customer
Satisfaction (MTCS) survey of 7,000 customers conducted by the TNS specialist
division, TNS Automotive.
Even though the brand became popular the company released another product
named CB dazzler 150cc.But it was a huge flop, because the company didn’t
analyze the consumer behavior and in such a manner that Honda had to apply some
de-marketing techniques. The booking for Honda Unicorn proliferated in a daily
basis and the Dazzler became the inventory.
The study aims to find why customers are attracted to the Honda products and the
150cc bike lovers are sticking to CB Unicorn than Dazzler. In general “Study on
consumer buying behavior of Honda CB Unicorn”.
3. Review of Literature: Consumer behaviour is the study of when, why, how, and where people do or do
not buy a product. It blends elements from psychology, sociology, social anthropology
and economics. It attempts to understand the buyer decision making process, both
individually and in groups. It studies characteristics of individual consumers such as
demographics and behavioural variables in an attempt to understand people's wants. It also
tries to assess influences on the consumer from groups such as family, friends, reference
groups, and society in general.
Customer behaviour study is based on consumer buying behaviour, with the customer
playing the three distinct roles of user, payer and buyer. Research has shown that
consumer behavior is difficult to predict, even for experts in the field. Relationship
marketing is an influential asset for customer behaviour analysis as it has a keen interest in
the re-discovery of the true meaning of marketing through the re-affirmation of the
importance of the customer or buyer. A greater importance is also placed on consumer
retention, customer relationship management, personalization, customization and one-to-
one marketing. Social functions can be categorized into social choice and welfare
functions.
Each method for vote counting is assumed as social function but if Arrow’s possibility
theorem is used for a social function, social welfare function is achieved. Some
specifications of the social functions are decisiveness, neutrality, anonymity,
monotonicity, unanimity, homogeneity and weak and strong Pareto optimality. No social
choice function meets these requirements in an ordinal scale simultaneously. The most
important characteristic of a social function is identification of the interactive effect of
alternatives and creating a logical relation with the ranks. Marketing provides services in
order to satisfy customers. With that in mind, the productive system is considered from its
beginning at the production level, to the end of the cycle, the consumer
Information search
Once the consumer has recognized a problem, they search for information on products and
services that can solve that problem. Belch and Belch (2007) explain that consumers
undertake both an internal (memory) and an external search.
Sources of information include:
Personal sources
Commercial sources
Public sources
Personal experience
The relevant internal psychological process that is associated with information search is
perception. Perception is defined as "the process by which an individual receives, selects,
organises, and interprets information to create a meaningful picture of the world".
Consumers' tendency to search for information on goods and services makes it possible
for researchers to forecast the purchasing plans of consumers using brief descriptions of
the products of interest.
The selective perception process
Stage Description
Selective exposure consumers select which promotional messages they will
expose themselves to.
Selective attention consumers select which promotional messages they will
pay attention to.
Selective comprehension consumer interprets messages in line with their
beliefs, attitudes, motives and experiences.
Selective retention consumers remember messages that are more
meaningful or important to them.
The implications of this process help develop an effective promotional strategy, and select
which sources of information are more effective for the brand.
Information evaluation
At this time the consumer compares the brands and products that are in their evoked set.
How can the marketing organization increase the likelihood that their brand is part of the
consumer's evoked set? Consumers evaluate alternatives in terms of the functional and
psychological benefits that they offer. The marketing organization needs to understand
what benefits consumers are seeking and therefore which attributes are most important in
terms of making a decision. It also needs to check other brands of the customer’s
consideration set to prepare the right plan for its own brand.
Purchase decision
Once the alternatives have been evaluated, the consumer is ready to make a purchase
decision. Sometimes purchase intention does not result in an actual purchase. The
marketing organization must facilitate the consumer to act on their purchase intention. The
organization can use a variety of techniques to achieve this. The provision of credit or
payment terms may encourage purchase, or a sales promotion such as the opportunity to
receive a premium or enter a competition may provide an incentive to buy now. The
relevant internal psychological process that is associated with purchase decision is
integration. Once the integration is achieved, the organization can influence the purchase
decisions much more easily.
There are 5 stages of a consumer buying process they are: The problem recognition stage,
meaning the identification of something a consumer needs. The search for information,
which means you search your knowledge bases or external knowledge sources for
information on the product. The possibility of alternative options, meaning whether there
is another better or cheaper product available. The choice to purchase the product and then
finally the actual purchase of the product. This shows the complete process that a
consumer will most likely, whether recognisably or not, go through when they go to buy a
product.
Postpurchase evaluation
The EKB model was further developed by Rice (1993) which suggested there should be a
feedback loop, Foxall (2005) further suggests the importance of the post purchase
evaluation and that the post purchase evaluation is key due to its influences on future
purchase patterns.
Other influences
Consumer behaviour is influenced by internal conditions such as demographics,
psychographics (lifestyle), personality, motivation, knowledge, attitudes, beliefs, and
feelings. Psychological factors include an individual’s motivation, perception, attitude and
belief, while personal factors include income level, personality, age, occupation and
lifestyle.
Behaviour can also be affected by external influences, such as culture, sub-culture,
locality, royalty, ethnicity, family, social class, past experience reference groups, lifestyle,
market mix factors.
Automotive industry in India
The Automotive industry in India is one of the largest in the world and one of the fastest
growing globally. India manufactures over 18 million vehicles (including 2 wheeled and 4
wheeled) and exports more than 2.3 million every year1. It is the world's second largest
manufacturer of motorcycles; there are eight key players in the Indian markets that
produced 13.8 million units in 2010-12.
At present the dominant products of the automobile industry are Two Wheelers with a
market share of over 75% and passenger cars with a market share of about 16%.
Commercial vehicles and three wheelers share about 9% of the market between them. The
industry has attained a turnover of more than USD 35 billion and provides direct and
indirect employment to over 13 million people.
The Indian two-wheeler industry has come a long way since its humble beginning in 1948
when Bajaj Auto started importing and selling Vespa Scooters in India. Since then, the
customer preferences have changed in favour of motorcycles and gearless scooters that
score higher on technology, fuel economy and aesthetic appeal, at the expense of metal-
bodied geared scooters and mopeds. These changes in customer preferences have had an
impact on the fortunes of the players. The erstwhile leaders have either perished or have
significantly lost market share, whereas new leaders have emerged.
With an expanding market and entry of new players over the last few years, the
Indian two wheeler industry is now approaching a stage of maturity. Previously, there
were only a handful of two-wheeler models available in the country. Currently, India is
the second largest producer of two-wheelers in the world. It stands next only to China and
Japan in terms of the number of two wheelers produced and the sales of two-wheelers
respectively. There are many two-wheeler manufacturers in India. The major players in
the 2-wheeler industry are HeroHonda, Bajaj Auto Ltd (Bajaj Auto), TVS Motor
Company Ltd (TVS) and Honda
Motorcycle & Scooter India, Private Limited (HMSI) accounting for over 93% of the sale
in the domestic two wheeler market. It is noteworthy that motorbikes segment’s share is
just below 80% of the total 2W market in India which is dominated by Hero Honda with a
market share of 59%. Scooter segment’s market share is about 18% which is led by Honda
Motorcycle & Scooter India, Private Limited (HMSI) with a market share of
43%.Threefourth of the total exports in the two wheeler automobile industry are made in
the motorcycle segment. Exports are made mainly to South East Asian and SAARC
nations.
The level of technology change in the Motor vehicle Industry has been high but, the rate
of change in technology has been medium. Investment in the technology by the producers
has been high. However, further investment in new technologies will help the players to
be more competitive. Currently, India’s increasing per capita disposable income which is
expected to rise by 106% by 2015 and growth in exports is playing a major role in the rise
and competitiveness of the industry.
Consumers are very important for the survival of the Motor Vehicle manufacturing
industry. In 2008-09, customer sentiment dropped, which burned on the augmentation in
demand of cars. The key to success in the industry is to improve labour productivity,
labour flexibility, and capital efficiency. Having quality manpower, infrastructure
improvements, and raw material availability also play a major role. Access to latest and
most efficient technology and techniques will bring competitive advantage to the major
players. Utilising manufacturing plants to optimum level and understanding implications
from the government policies are the essentials in the Automotive Industry of India.
Honda
Honda Motor Company, Ltd. is a Japanese public multinational corporation primarily
known as a manufacturer of automobiles and motorcycles.
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 surpassed
Nissan in 2001 to become the second-largest Japanese automobile manufacturer. As of
August 2008, Honda surpassed Chrysler as the fourth largest automobile manufacturer in
the United States.Honda was the seventh largest automobile manufacturer in the world
behind Toyota, General Motors, Volkswagen AG, Hyundai Motor Group, Ford, and
Nissan in 2010.
Honda was the first Japanese automobile manufacturer to release a dedicated luxury
brand, Acura, in 1986. Aside from their core automobile and motorcycle businesses,
Honda also manufactures garden equipment, marine engines, personal watercraft and
power generators, amongst others. 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 HondaJet, scheduled to be released in 2012. Honda spends about 5%
of its revenues into R&D.
Motorcycles (11.6% of FY2010 Revenues)
Honda's motorcycle business includes motorcycles, all-terrain vehicles (ATVs) and
personal watercraft (PWC). Honda produces a range of motorcycles, consisting of sports
(including trial and moto-cross racing), business and commuter models with engines
ranging from 50 cubic centimeters to 1800 cubic centimeters in cylinder displacement.
Honda's motorcycles are produced at two sites in Japan, Hamamatsu and Kumamoto, as
well as through subsidiaries in the United States, Mexico Italy, Spain, Brazil, Thailand,
Vietnam, the Philippines and India.
These improvements were driven exclusively by growth in emerging markets, which
account for about 90% of motorcycle sales, even as revenues and profits stagnating or
decreasing in Europe, Japan, and North America. This was especially true in Asia, where
motorcycles are frequently a primary means of transportation. Honda's interaction with
asian markets such as China and Indosnesia is unique, as Honda has a local company
produce and sell its motorcycle designs, in exchange for a payment for each motorcycle
sold.
The Motorcycle Business is crucial to the company's future growth in emerging markets
where many cannot afford cars. As the wealth of these countries increases, so does the
people's appetite for cars and other luxury items. The company's motorcycle sales help
Honda establish its name brand in developing countries, paving the way for additional car
sales in the medium to long run as these economies accumulate wealth.
Honda CB Unicorn
CB Unicorn is powered with Honda 4-stroke, 150cc engine and incorporates many
cutting-edge technologies developed by Honda’s global R&D team. It sets new
benchmark in the upper majority motorcycle segment in India with its swift acceleration,
superior mileage, international styling, riding comfort and convenience.
CB Unicorn is engineered and styled for the taste of the younger generation. With the 4-
stroke, 150cc engine delivering a whooping 13.3 bhp, CB Unicorn is the fastest
motorcycle in India racing from 0 to 60 kms* per hour in a mere 5 seconds. It has a
distinctive sporty and macho design with a racy front face, masculine fuel tank with knee
grip and a sleek rear cowl.
CB Unicorn offers perfect balance of pickup and mileage, delivering 60 kmpl through its
famed 4-stroke Honda engine, cutting edge technologies like Multi-Mapping CDI,
Tumble Flow Combustion Chamber, Roller Rocker arm, and a Classy Aerodynamic
Body.
4. Statement of the Problem:
Honda did several changes to their flagship product Unicorn. They modified
the bike and it became a challenge to the other 150cc bikes in India. But after the
victory of this bike Honda also launched another 150cc bike in that category, which
is Honda CB Dazzler. But the main problem arose here. Customers rejected that
bike and they stuck to the Unicorn. Dazzler became a flop. So Honda re-thought to
pull dazzler from the market and produce more Unicorn. But the unexpected
disaster which caused by the Tsunami affected the production of the Unicorn which
made a delay in delivering the product to customers. At this time some of the other
companies made their profit high. Namely Mahindra, Hero, Yamaha and Bajaj, they
sold lots of bike in this time. But when unicorn re-launched as Honda CB Unicorn,
again the customers slanted to this bike. So study is intended to seek consumer
behavior on Unicorn and the effects of this on other bike companies and the
other products of Honda itself.
5. Objectives:
To find why consumers are stick to Honda Unicorn than other bikes in
that category.
How the consumer taste towards Honda affects other bike companies.
How the consumer preference towards Unicorn affects other Honda
products.
How the pricing and marketing enrich the selling of Unicorn.
How the competition which created by Honda, affected the bike market.
6. Methodology:
Nature of Data: Primary Data & Secondary Data
Target Audience: Consumers of Unicorn and other bikes belong to same category
in Trivandrum.
Area of Study: Dealers of Honda namely Marikar Honda, EVM Honda
Data Collection & Proposed Tools: Structured Questionnaire, Interviews and
Discussions, Perceptual Mapping.
Research Design: Descriptive Research
Research design
A research design is the detailed blue print used to guide a research study towards
its objectives. It helps to collect, measure and analysis of data.
The present study seeks to find out the consumers attitude towards buying of bike.
The study also aims at findings out the drawbacks of the marketing set up of Honda
Dazzler. So this makes the study a descriptive one.
Type of Research
The study undertaken is of ―Descriptive Research‖ in nature.
Nature of Research
The study is ―quantitative‖ in nature.
It is structured, standardized, question based interview.
Types of Question
The types of question asked during the study are ―Straight forward and limited
probing‖.
Total number of questions: 12
Total number of close ended questions: 10
Total number of open ended questions: 2
Sources of Data
Secondary Source
In this study the secondary data is collected from the following sources.
1. Company‘s website
2. Reports of Company
3. Discussion with marketing and sales staff
4. Books on Marketing and Research methodology
Primary Source
The Primary source of collecting data for research is:
Questionnaire filled by the customers of EVM Honda and Marikar Honda.
Primary Data of Collection
Research Technique
In this study the ―survey method‖ is used as a research technique. This method
helps to obtain right information from respondents.
Contact Method
In this study ―Personal Exit interview‖ it is taken as a tool for the contact method.
In which the personal interview is conducted with customers of Westside.
Sampling plan
Sampling is a process of obtaining. The information about the entire population by
examine a part of it .The effectiveness of the research depends on the sample size
selected for the survey purpose.
(A) Population:-
The survey was conducted in Trivandrum city.
(B)Sampling Unit:-
It means ―Who is to be surveyed‖. Here target population is decided and it is who
are interested to purchase and existing customers of the Bike‖ and sampling frame
is developed so that everyone in the target population has known chance of being
sampled. So the survey is conducted particularly in Trivandrum city.
(C)Sample size:-
For the purpose of proper survey, there is need of perfect research instruments to
find out sample size for more accurate result about buying behavior of bike. The
sample size is 100 respondents.
(D) Sample Element
The sample element of research is customer of EVM Honda.
(E) Sample Extent
The sample extent is limited to Thiruvananthapuram city.
(F) Sample Duration
The sample duration between April 2012 and May 2012
(G) Sampling Procedure
The sampling procedure followed is convenience.
Research Instrument
In this study the research instrument is ―Questionnaire‖. It consists of set of
question presented to respondents.
The questionnaire is structured & combinations of various close and open ended
questions.
Close ended question already have the possible answers and the open ended
question allow the respondents to answer in their own word.
Data Analysis and Interpretation
RATING OF HONDA UNICORN FEATURES
6 5 4 3 2 1 Attributes
Excellent
Very Good
Good Average
Poor Very Poor
Total Total score
Price 30 20 18 16 10 06 100 426 Less maintenance
18 11 17 30 13 11 100 358
Style 21 18 19 10 11 21 100 355 Durability
10 17 16 24 21 12 100 335
Mileage
24 19 14 17 09 17 100 381
Easy Driving
20 12 21 23 10 14 100 367
Brand Reputation
17 19 14 21 17 12 100 362
Color 28 19 18 13 10 12 100 406 Pick up 19 22 15 20 14 10 100 382 Total 187 157 152 174 115 115 900 3370
Attributes
Pric
e
Less m
ainten
ance
Style
Durabilit
y
Mileag
e
Easy
Driving
Brand Rep
utation
Color
Pick up
0
5
10
15
20
25
30
35
Series16Series35Series54Series7Series83Series102
Attributes Weight age Price 426 Less maintenance
358
Style 355 Durability 335 Mileage 381 Easy Driving 367 Brand Reputation
362
Color 406 Pick up 382
Total 3370
Price
Less m
ainten
ance
Style
Durabilit
y
Mileag
e
Easy
Driving
Brand Rep
utation
Color
Pick up
0
50
100
150
200
250
300
350
400
450
Weight age Series2Series3Series4Series5Series6
Honda Dazzler analysis
Attributes 40
Price 50
Less maintenance 55
Style 35
Durability 40
Mileage 40
Easy driving 65
Brand reputation 70
Color 60
Price
Less m
ainten
ance
Style
Durabilit
y
Mileag
e
Easy
driving
Brand re
putation
Color 0
10
20
30
40
50
60
70
80
Honda Dazzler
Interpretation:From the analysis it is clear that the customers are not satisfied by the tyle of the dazzler and they only value the brand and engine specification. They also marked that the durability of the bike is also average.
Findings:
Customers are looking forward for a bike which will give mileage as well
as moderate power. The customers attracted to Honda because of their
brand value which was created by Honda Unicorn. The First Honda two
wheeler in India was Unicorn and it became a massive hit of the year.
Honda changed some features of the bike and released their second
edition which also was sold at a higher rate.
Honda then unveiled their sporty look unicorn in the year 2007
with monoshock and alloy wheels. They targeted the Youth .Then there
was a competition in the market between pulsar and Unicorn.
Bajaj Pulsar was more stylish than the Unicorn and Youth attracted
to Pulsar than Unicorn. But gradually customer’s preference turned
towards Unicorn because of its durability and refinement.
Honda got a huge profit from Unicorn as well as from Honda
active which was launched as a scooter. The massive victory of Unicorn
forced Honda to launch another bike named Honda Dazzler of 150 cc.
But Dazzler was a huge flop the main reasons behind that were
1. The bike looks like Honda’s another 125 model bike,Honda CB
twister
2. The unicorn was classic in look and dazzler look like a sporty
bike which is commonly used for off road driving.
3. The price of the bike is more than unicorn but it offers same
features like Unicorn.
4. The height of the bike is less than unicorn.
5. The failure of marketing strategy.
During the tsunami disaster, Honda faced a huge problem in
production of bikes. Then they decided to sell dazzler which was became
inventory at that time. So they deliberately made a delay in the delivery
of Unicorn and tried to sell Dazzler.
But customers are stuck to Unicorn and they totally rejected the
dazzler.
Methods To Improve:The marketing strategy of Dazzler and the trust which created by Unicorn
were the key things which affected the selling of Honda Dazzler.
The ways to improve the sale are:
1. Redesign the dazzler from the old one, because it looks like Honda
twister.
2. Make marketing strategy based on performance.
3. Keep an eye on mileage because the petrol price hikes in India.
4. Try to design a bike which is better than Unicorn in every aspect.
5. Focus on Indian middle class.
7. Pilot Study:
The initial questionnaire would be administered to an appropriate small portion
of the universe and an exploratory study would be conducted. The Technique used
would be survey and direct interview of the consumers of Honda Unicorn and
other 150cc bikes. Thus after obtaining an initial insight into the subject, an in-
depth study would be conducted through Structured Questionnaire which will
provide a much more reliable and accurate findings after the Analysis and
Interpretation. Periodic interviews and discussions will be arranged with the target
audience and techniques like Laddering, Hidden Issue Analysis and Unobtrusive
measures would be deployed to gather accurate data and further process the data.
8. Limitations of the study: The lack of written books and the scarcity of written article. There
is a chance that the consumers of other bikes in the 150cc category
will boast and it will make slight changes in their opinion.
Though Judgment sampling is the sampling technique proposed to
be used for the purpose of research the sample may not include
respondents from different consumers from different areas in the
exact proportion. Covering only a small area pertaining to the
customers but the market of Honda in the country is so large.
Research work was carried out in Trivandrum city of Kerala only
the finding may not be applicable to the other parts of the country
because of social and cultural differences.
Sample was collected using connivance-sampling techniques. As
such result may not give an exact representation of the population.
Shortage of time is also reason for incomprehensiveness.
The views of the people are biased therefore it may not be
reflecting true picture.
9. Significance of the Study:
Giving an oversight about the 150cc bike Industry.
The history of Honda bikes in India should be revealed.
The marketing techniques of the company can be familiarized.
The defects occurred in marketing of Honda, can figured out.
Bibliography:
1. Top gear Magazine edition Oct 2010, April 2011.
2. Fast track Magazine edition December 2011.
1. www.automobileindia.com
2. www.bestlife.org
3. www.bikeadvice.in
4. www.honda2wheelersindia.com
5. www.topgear.com
Questionnaire
CUSTOMER PERSONAL INFORMATION:-
A. Name: - ___________________________________________ B. Address:-___________________________________________ ___________________________________________ ___________________________________________ C. Contact No.:-__________________________________________ D. Gender: Male / Female
E. Age (in year):-
18 to 20 ( ) 21 to 25 ( ) 26 to 30 ( ) 31 to 35 ( ) 36 to 40 ( ) 41 & above ( )
F. Occupation:-
Agriculture ( ) Businessman ( ) Students ( ) Professional ( ) Others ( ) G. monthly income:-
5000 ( ) 5000-10,000 ( ) 10,000-15,000 ( ) 15,000-20,000 ( ) 20,000 Above ( )
A STUDY ON CUSTOMER BEHAVIOUR AND SATISFACTION LEVEL FOR HERO HONDA MOTORCYCLE. 1 Do you have own Honda Unicorn?
(A) Yes ( ). (B) No ( ) If No then,
2 Which company bike do you have at present?
Company ____________________
3 Which medium do you refer to purchasing Honda Unicorn?
(A) News paper ( )(B) TV advertisement ( ) (C) Friends ( ) (D) others ( )
4 Do you think advertisements create more awareness of showroom and Honda Unicorn?
(A) Yes (B) NO (C) Can‘t Say
5 Who is decision maker for purchasing Honda Unicorn in your family?
(A) Father ( ) (B) Mother ( ) (C) Self ( ) (D) other ( )
6 How do you purchase Honda Unicorn?
(A) By cash ( ) (B) By Loan ( )
7 Give points to the given bellow features in Honda Unicorn? Attributes 6 5 4 3 2 1 Price Less maintenance Style Durability Mileage Easy driving Brand reputation Color
8.Give rating the following attribute of show room
Attributes Excellent Very Good
Good Average Poor
Availability Knowledge of Sales person After sales response Services infrastructure
9. Give the rank of given bellow features which consider at the time of purchasing bikes on priority base.
Attributes 1st 2nd 3rd 4th 5th Mileage
Available Price After service Pick up
10.What is opinion about Honda Dazzler?
(A)Excellent
(B)Good
(C)Satisfactory
(D)Poor
(E)Very Poor
11. Give points to the given bellow features in Honda Dazzler?
Attributes 6 5 4 3 2 1 Price Less maintenance Style Durability Mileage Easy driving Brand reputation Color
12.Do you think Honda Dazzler is a flop?
(A)Strongly disagree
(B)Disagree
(C)Agree
(D)Strongly agree
(E)No opinion
13.Give your suggestion if any:
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