A STUDY ON BRAND AWARE NESS AND IMAGE

8/7/2019 A STUDY ON BRAND AWARE NESS AND IMAGE

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CHAPTER-1



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Chapter 1

INTRODUCTION TO MARKETING

Marketing, the process by which a product or service originates and is then

priced, promoted, and distributed to consumers. In large corporations the

principal marketing functions precede the manufacture of a product. They

involve market research and product development, design, and testing.

Marketing concentrates primarily on the buyers, or consumers. After

determining the customers¶ needs and desires, marketers develop strategies that

are designed to educate customers about a product¶s most impo rtant features,

persuade them to buy it, and then to enhance their satisfaction with the

purchase. Where marketing once stopped with the sale, today businesses believethat it is more profitable to sell to existing customers than to new ones. As a

result, marketing now also involves finding ways to turn one-time purchasers

into lifelong customers.

Marketing includes planning, organizing, directing, and controlling the

decision-making regarding product lines, pricing, promotion, and servicing. In

most of these areas marketing has overall authority; in others, as in product -line

development, its function is primarily advisory. In addition, the marketing

department of a business firm is responsible for the physical distribution of the

products, determining the channels of distribution that will be used, and

supervising the profitable flow of goods from the factory or warehouse.

PHILIP KOTLER has said ³Marketing is determining the needs and wants of

target markets and delivering the desired satisfaction more eff ectively than

competitor´.



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EVOLUTION OF MARKETING

The foundation of marketing in America and Europe were laid in colonial times,

when they early settlers traded among themselves and with the Indians some

settlers become retailer, whole sales and peddlers. However large scale

marketing in the America and Europe did not begin to take until the Industrial

revolution in latter part of the 1800s. After Industrial involution marketing has

evolved through four successive stages development.

Production Concept: - It holds that Consumers will prefer product that are

widely available and inexpensive. Manager and production oriented

business concentrates on achieving high production efficiency, low costs

and mass distribution.

Sales Concept: - The selling concept is practiced most aggressively with

unsought goods, goods that buyer namely does not think of buying, such

as insurance, encyclopaedias and funeral plots. In this concept

concentrating only on sales.

The Marketing Concept: - As business people began to recognize that

marketing is vital to success their origination a new philosophy of doing

business developed. In this stage innovation design, advertising,

promotion and market activities are developed, her organisation

concentrate more on marketing activiti es.

Customer Orientation Concept: - All planning and operations and

activities mainly focused on determining and satisfying customer needs

and wants.



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Importance of Marketing:-

Marketing is a very important aspect in business since it contributes greatly to

the success of the organization. Production and distribution depend largely on

marketing. Many people think that sales and marketing are basically the same.

These two concepts are different in many aspects. Marketing covers advertising,

promotions, public relations, and sales. It is the process of introducing and

promoting the product or service into the market and encourages sales from the

buying public. Sales refer to the act of buying or the actual transaction of

customers purchasing the product or service.

Since the goal of marketing is to make the product or service widely known and

recognized to the market, marketers must be creative in their marketing

activities. In this competitive nature of many businesses, getting the product

noticed is not that easy.

Strategically, the business must be cantered on the customers more than the

products. Although good and quality products are also essential, the buying

public still has their personal preferences. If you target more of their needs, they

will come back again and again and even bring along recruits. If you push more

on the product and disregard their wants and the benefits they can get, you will

lose your customers in no time. The sad thing is that getting them back is the

hardest part.



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Marketing Promotes Product Awareness to the Public:-

It has already been mentioned in the previous paragraph that getting the product

or service recognized by the market is the primary goal of marketing. No

business possibly ever thought of just letting the people find out about the

business themselves, unless you have already established a reputation in the

industry. But if you are a start-out company, the only means to be made known

is to advertise and promote. Your business may be spending on the advertising

and promotional programs but the important thing is that product and company

information is disseminated to the buying public.

Various types of marketing approaches can be utilized by an organization. All

forms of marketing promote product awareness to the market at large. Offline

and online marketing make it possible for the people to be educated with the

various products and services that they can take advantage of.

A company must invest in marketing so as not to miss the opportunity of being

discovered. If expense is to be considered, there are cost-effective marketing

techniques a company can embark on such as pay -per-click ads and blogging.



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Marketing Helps Boost Product Sales :-

Apart from public awareness about a company¶s products and services,

marketing helps boost sales and revenue growth. Whatever your business is

selling, it will generate sales once the public learns about your product through

TV advertisements, radio commercials, newspaper ads, online ads, and other

forms of marketing. The more people hear and see more of your advertisements,

the more they will be interested to buy.

If your company aims to increase the sales percentage and double the

production, the marketing department must be able to come up with effective

and strategic marketing plans.

Marketing Builds Company Reputation :-

In order to conquer the general market, marketers aim to create a brand name

recognition or product recall. This is a technique for the consumers to easily

associate the brand name with the images, logo , or caption that they hear and

see in the advertisements.

Marketing plays a very essential role in the success of a company. It educates

people on the latest market trends, helps boost a company¶s sales and profit, and

develops company reputation. But marketers must be creative and wise enough

to promote their products with the proper marketing tactics. Although marketing

is important, if it is not conducted and researched well, the company might just

be wasting on expenses and time on a failed marketing approach.





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Consumer wants and needs (vs. Products) :-

You can't develop products and then try to sell them to a mass market. You have

to study consumer wants and needs and then attract consumers one by one with

something each one wants.

Cost to satisfy (vs. Price):-

You have to realise that price - what you sell the product for - is only one part of

the cost to satisfy. If you sell meals, for example, you have to consider the cost

of driving to your restaurant - what if you provided a delivery service? Pricing

is one of the most difficult decisions to make - selling at the lowest price is not

always the best option. If you rely strictly on price to compete you are morevulnerable to competition.

Convenience to buy (vs. Place):-

You must think of convenience to buy instead of place. You have to know how

each subset of the market prefers to buy - on the Internet, from a catalogue, on

the phone, using credit cards, etc. Amazon Books and Dell Computers are just a

few businesses who do very well over the Internet.

Communication (vs. Promotion):-

You have to consider communication instead of promotion. Promotion is

manipulative - it¶s a statement from the seller. Communication requires a give

and take between the buyer and seller - This is much more subtle. Be creative

and you can make any advertising "interactive" . Use phone numbers, your web

site address, etc. to help here. "Orange Wednesday" is a good example.

Developing a brand takes into account these considerations. Developing a brand

is developing a promise. When you take into consideration the "4 C¶s" noted

above you begin the process of developing a brand!



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BRAND AWARENESS & IMAGES

BRAND: - Brand as a name, term, sing, symbol or design or a combination of

them, intended to identify the goods or services of one seller or group of seller

and to differentiate them from those of competitor.

Branding: - Branding is endowing products and services with the power of a

brand. Branding is all about creating difference. To brand a product. It is

necessary to teach consumers. µWho¶ the product is ± by giving it a name and

using other brand element to help identify it - as well as µWhat¶ the product does

and µWhy¶ Consumer should care.

Branding involves creating mental structures and helping consumers organize

their knowledge about product and service in way that clarifies their decisionmaking and the process value to the firm.

BRAND AWARENESS

Brand awareness is consumer ability to identify the brand under different

conditions as reflected by their recognition or recall performance.

Brand awareness sources are Advertisement in electronic media, Magazine,

Newspaper and Demo, Display, Publicity, Exhibition, Word of mouth from

friends relative etc.

BRAND IMAGE

Brand image is the precipitation, feeling, opinion and beliefs held by consumers

as reflected in the association held in consumer memory.



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TYPES OF BRAND

Individual Brand

Company or corporate Brand

Umbrella Brand

Sub-Brand

Role of company or corporate Brand

Act as Endorser.

Add creditability.

Reflect the organisation value.

Drive the consumer towards purchase.

The reduction of brands had a positive impact on effective of advertising.

BRAND EQUITY

Brands vary in the amount of power and value they have in the market place. At

one extreme are brands that are not known by the most buyers. Then there are

brands for which buyers have a high degree of brand awareness.

Beyond this are brands with a high degree of brand acceptability.

Then there are brands that enjoy a high degree of brand preference.

Finally there are brands that enjoy a high degree of brand loyalty.



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Aaker distinguished five level of customer attitude towards his or her brand,

from lowest to highest:

Customer will change brand especially for price reasons. No brand

loyalty.

Customer is satisfied. No reason to change the brand.

Customer is satisfied and would incur cost by changing brand.

Customer values the brand and sees it as a friend.

Customer is devoted to the brand.

Brand position: - Brand position means occupying the most desirable market

space in the mix of the consumer, making the brand almost impregnable.

The important brand position measuring by number of unit sales, profit making,

Total assets, awards achievements, cost leadership, innovation product and

position in specific attributes etc. For example Sony is the No.1 in electronic

product. Tata steel is No.1 in cost leadership

Brand Success:-

The four criteria for the success of brand

At the product level it should deliver benefit.

It should offer some tangible benefits.

The benefit it offers must be Consistent with its personality.

The benefit offered must be relevant to the customer.



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Chapter- 2

RESEARCH DESIGN



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CHAPTER-2

Research Design

Definition:-

³Research designs are concerned with turning the research question into a

testing project. The best design depends on your research questions. Every

design has its positive and negative sides´.

Research design can be divided into fixed and flexible research designs

(Robson, 1993). Others have referred to this distinction with µquantitative

research designs¶ and µqualitative research designs¶. However, fixed designs

need not be quantitative, and flexible design need not be qu alitative. In fixed

designs the design of the study is fixed before the main stage of data collection

takes place. Fixed designs are normally theory -driven; otherwise it¶s impossible

to know in advance which variables need to be controlled and measured. Of ten

these variables are quantitative. Flexible designs allow for more freedom during

the data collection. One reason for using a flexible research design can be that

the variable of interest is not quantitatively measurable, such as culture. In other

cases, theory might not be available before one starts the research.

Title of the study:

³Brand awareness and images towards HONDA Cars in Bangalore City´.

Statement of the Problem:

The research problem selected for the analysis entitled ³Brand awareness and

Image towards HONDA Cars in Bangalore City¶. This topic is selected because

Honda Motor Company is one of the largest car producers in India and in the



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world and to survey the general Impression, Image awareness, Position of

Brand regarding the HONDA Cars.

c) Scope of the study

1. Finding out the strength and weakness of attributes of Honda cars, where

it can correct its faulty facts.

2. In finding the awareness level of different brands of Honda Cars.

3. In finding the position and images of the Honda Cars.

4. In finding the perception of potential customer and consumer about

Honda Cars.

5. In finding the awareness level of Honda brand with competitor brand in

market.

Objective of the Study

1. To determine the awareness level of consumer regarding different brand

of cars (including user & non users).

2. To determine the potential customer and consumer perception regarding

different attribute of Honda Cars.

3. To know the reason and intention behind decided to a particular car

(including user & non users).

4. To know the position and image about Honda Cars in market.

5. To other suggestions based on the finding the improvement.





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The sample of survey only concentrates, to educated, middle -class

and rich people, above 20 years age old. From different area of Bangalore

city.

Sample size for project work:

The total sample size taken for survey is 50 respondents out of which 20

are customer and 30 are other potential customer.

Collection of data

The search for answer to research question is called collection of data.

Data are facts, and other relevant materials, past and present serving as

base for study and analyses. The source of data may be classified into

primary and secondary data.

a) Primary data: Primary sources are original sources from which the

researcher collect data that have not been previously collected. It is

first hand information collected through various methods such as

observation, interviewing, mailing etc.

b) Secondary sources: The secondary source consists of readily

available compendia and already complied statistical statement and

report whose data may be used for researches for their study. Such

as data from trade and financial journals, newspaper, website,

company report etc.





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Designing for questionnaires:

The designing of questionnaire needs precious and classify the subject, so that

respondent easily understand the questions and will reply the answers sincerely

and correctly the questionnaire diving to two parts include name, age, sex,

occupation and income.

The second part contains questing toward general impression, image, awareness

level, opinion, and suggestion about Honda Car. Questionnaire type is closed

ended and multiple choice questions. The first part of the questionnaire is open

ended questions.

Field work for project:

The field work for the project was carried on 45 days in Bangalore city. The

field work schedule contained structured set of questions to be answered by

respondents to suit objectives of the project . The market survey for consumers

was 14 days out of 45 days. The respondents were contacted at place like

offices, residencies, and branded shopping center. The sampling concentrates

who having power of purchasing a car and above 20 years age old. The survey

done from different area of Bangalore city. The respondent¶s interaction was for

a time period 5-10 minutes.



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Analysis of data:

The data thus collected during the interaction with respondents were organized,

processed and edited before tabulating and drawing the influence from them.

The data so got was analyzed using statistical methods and techniques like

tables, percentages, charts represent action of data was done.

Limitation of the project:

1) Project work and study is confined to Bangalore city only.2) The data was collected only from 50 respondents. The sample size is very

less compare to the population of the city.

3) The duration for the survey was very less.

4) The survey was not concentrates below 20 years age old people and

undedicated people of the city.

5) Survey was not concentrates to poor people and who is having below 2

lack income per annum.







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grew, he attended technical school in order to discover the perfect way to

manufacture a piston ring. Honda combined his inborn knowledge with his new

technical knowledge to take the first tentative steps toward entrepreneurial

success. He utilized what he had learned about piston rings to form the Tokai

Seiki Company.

In 1928, he secured his first of many patents (for automobile wheel spokes).

Then, as World War II ravaged Japan, Honda cornered the market on badly

needed generator motors. His growing capital allowed him to break ground on

the Honda Technical Research Laboratory in 1 946. Just two short years later,

the Honda Motor Company, Ltd. would open its doors in Hamanatsu. The

motor world would never be the same. The company initially found its niche inthe manufacture of motorcycles. Following the launch of the company¶s first

success²the ³C´ model motorcycle²Honda and his then-twenty employees

launched themselves into motor history with the three horsepower, two -speed

transmission ³D´ model. The motorcycle was aptly named the ³Dream D´ after

jubilant employees allegedly shouted ³It¶s like a dream!´ upon its completion.

And a dream it was. The ³Dream D´ was like a dream come true for the war -

recovering Japanese society: it was inexpensive; it conserved valuable fuel; and,

perhaps most importantly, it provided a temporary escape f rom the surrounding

troubles. The overwhelming success of the ³D´ model and the later ³E´ model

helped Honda build a reputation for quality and design supremacy, even when

an early-1950s economic depression threatened to dim the company¶s shining

star.

By 1955, Honda had weathered the storm and saw his dream at least partially

realized when his company became the top motorcycle manufacturer in Japan.

When those top sales figures expanded to include the world in 1959, Honda

began to realize the enormous potential in a global expansion of his empire.

While his business associates encouraged him to open a plant in either Europe

or Southern Asia, Honda saw potential in another market: the American market.





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Motorcycle Industry Council and the Motorcycle Safety Council. It would also

solidify its image with a series of philanthropic efforts. With the success of the

American Honda Motor Company, Honda felt more confident than ever in his

next goal: dominance in the automobile industry. He faced hurdles from the

government, which delayed its approval for Honda's entrance into automobile

manufacturing. Part of the reason for this hesitation was Honda¶s su bsidization

of its US market, which led to questionable pricing practices in Japan.

In spite of the initial delays, Honda unveiled its first automobile and truck

products in 192. In 1969, American Honda also introduced its first automobile

import, the N600 Sedan. The story was much the same: initial scepticism (could

a motorcycle man really make effective automobiles?), followed by eventualsuccess. The enormous popularity of Honda¶s ³CB´ model motorcycles helped

convince the public that their faith in Hond a was well-placed. So, when Honda

embarrassed the competition with his environmental -friendly Civic automobile

(in a time of growing pollution concerns) in 1972, both the American public and

the American government were more than receptive. Soon, Honda Int ernational

Trading was exporting its now-successful American creations to Japan, closing

the circle of success. When the top-selling Accord made its way onto American

streets a few short months later, the Honda success story was finally complete:

Japanese motorcycle supremacy, worldwide motorcycle supremacy, and now

automobile supremacy.

Challenging the Limits

'Challenging the Limits' is a phrase commonly heard across the length and

breadth of Honda. It was made popular by its founder, Soichiro Honda, who

knew that his fledgling company had to out -think and out-perform its







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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

Honda Jet, scheduled to be released in 2011. Honda spends about 5% of its

revenues into R&D.

CORPORATE PROFILE

Honda Motor Co., Ltd. operates under the basic principles of "Respect for the

Individual" and "The Three Joys" ² 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 abilit y 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. Inline 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 moto rcycle

manufacturer and one of the leading automakers. With a global network of 492*

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.



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Honda Siel Cars India Ltd., (HSCI) was incorporated in December 1995 as a

joint venture between Honda Motor Co. Ltd., Japan and Siel Limited, a

Siddharth Shriram Group company, with a commitment to providing Honda¶s

latest passenger car models and technologies, to the Indian customers. The total

investment made by the company in India till date is Rs 1620 crores in Greater

Noida plant and Rs 784 corers.





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AWARDS WON BY HONDA MOTORS

NDTV Profit ± Car India & Bike India Awards 2010

- Car of the Year

- Small Car of the Year

Apollo Tyres Auto India Best Brand SurveyAwards 2010

- Most Reliable

- Eco Friendly

Apollo Tyres Auto India Best Brand Survey Awards 2009

- Very Reliable

- Environment Friendly

- Good Advertising



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JD Power Asia Pacific 2009 India IQS - Honda

City No.1

Indian Car of the Year 2009 (ICOTY 2009) -

New Honda City

CarWale.com Awards 2009

- India¶s Favourite Car for Self-Driven Executives 2009

- The coveted µNew Car of the Year 2009¶

NDTV Profit ± Car India & Bike India Awards 2009

- Car of the Year

- Mid-Size Car of the Year

- Viewers¶ Choice Car of the Year



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CNBC TV ± 18 Overdrive Awards 2009

- Viewers¶ Choice Car of the Ye

BS Motoring Awards 2009

- Car of the Year

Zigwheels Awards 2008

- Car of the Year - Honda City

- Sedan of the year - Honda City

Honda Accord

India¶s Favourite Car for Chaffeur-Driven Executives 2009

- 2009 Best Luxury Car (UTVi Autocar Awards) - 09

- No1 Entry Luxury Car - TNS Total Customer Satisfaction Study



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Honda Civic

JD Power Asia Pacific 2009 India IQS - Honda Civic No. -

ICOTY 200 - India¶s

Favourite Car for Enthusiasts 2009 - Car of the Year

- CNBC TV 18 Auto car Auto Awards - Viewer's Choice of the

year - CNBC TV 18 Auto car Auto

Awards, '07 - Car of the Year - NDTV Profit Car

India and Bike India Awards '07

- Executive Car of the year - NDTV Profit Car India and Bike India Awards '07

- Automotive Design of the year - NDTV Profit Car India and Bike India

Awards '07

- CNB Viewers' Choice Best car of the Year - NDTV Profit Car India and BikeIndia Awards '07

- Viewers Choice Award - Overdrive Awards, '07

- Design Award - Overdrive Awards, '07

- Jury Award 2007 - BS Motoring Awards, '07

Honda Jazz

JD Power Asia Pacific 2010 India IQS

- Best Car in Premium Compact Segment



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HONDA MOTORS ORGANIZATION STRUCTURE CHART





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Product profile

Honda Siel Cars India Ltd is a company which made huge impact on India with

its city model .The company which sells more than 50,000 cars in India in a

year makes cars which are a delight to drive on city roads. By 2010, Honda

Motors plans to enhance its capacity to 150,000 units per annum.

Honda Siel Cars India Ltd, incorporated in the year 1995, is a joint venture

between Honda Motor Co. Ltd. of Japan and Siel Limited (Siddharth Shriram

Group) of India. The joint venture brought Honda's latest passenger car models

and technologies in India. The company has state-of-the-art manufacturing unitat Greater Noida (U.P.) that was established in 1997. The plant which had initial

capacity of 30,000 cars per annum today produces 50,000 cars per annum on a

two-shift basis.

The company produces the Honda City, Ci vic and Accord models in India and

the CRV is sold as a full import from Japan. For quality management and

environment management, the company has been granted ISO 9001 and ISO

14001 certification.

The company has approximate 350 subsidiaries. Its global head office is located

at Tokyo in Japan while its Indian office is headquartered at Greater Noida in

Uttar Pradesh.



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Honda Civic:-

The global car market is dominated by a number of automobile companies and

Honda is definitely one of them. Honda has come up with a wide range of

premium cars that are equipped with numerous fantastic features. Honda Civic

is one of the most popular models of premium cars manufactured by this auto

firm.





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Honda Accord

Honda is one of the premier automobile firms in India that has been involved in

the manufacture of state of the art technology cars for years. Honda Accord is

one of the finest model of premium cars produced by this automobile company.

With its magnificent features and fabulous style, Honda Accord has allured

numerous car lovers in the country. Honda Accord comes with G -force control

technology that makes it class apart from the other brand of premium cars. The

car has been equipped with a number of luxury and comfo rt features. Even the

safety features of the car are quite unique.





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Type Valve DOHC-iVTEC

Displacement (cc) 16 2,354 Maximum

Horsepower (PS(kW) /

rpm) Maximum

180 (133) / 6500

Torque (Nm (kg-m) /

rpm) 222 (22.6) / 6500

Fuel Supply System PGM-FI (Programmed Fuel Injection)

TransmissionType Manual - 5 Forward 1 Reverse, Automatic - 5

Speed (AT)

Gear Type Rack & Pinion Hydraulic Power Steering

Turning Radius (m) 5.6

Front Multilateral Disc

Rear Solid Disc

Overall Length (mm)

Overall Width (mm)

Overall Height (mm)

Wheelbase (mm)

Track (Front / Rear )

(mm)

Ground Clearance (mm)

4,950

1,845

1,475

2,800

1585 / 1585,

155

Kerb Weight (kg)

Seating Capacity

Tyre Size

Radial

Wheel Size

Fuel Tank Capacity (lts)

1525

5

215 / 60 R16

Tubeless

16 Inch

70 Litres





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It's versatile in nature as well with features like LCD Display on meters, high

quality meter display etc.

The cockpit is highly instrumental and has been designed to provide all essential

help to the driver. The safety features of the car are highly impressive as well.

The level of safety precautions of the car has been enhanced by the

incorporation of G-Force Control Technology. This technology is of great help

at times crash or collision. It increases the absorption capability of the car. The

dual air bags in front are another major safety precaution incorpo rated in the

Honda CRV.

TECHNICAL SPECIFICATIONS:

ENGINE

ENGINE TYPE I-VTEC, 2.4L

DISPLACEMENT (CC) 2354

MAXIMUM POWER (PS/RPM) 161@ 5800

MAXIMUM TORQUE

(NM/RPM) 218@ 4200

ENGINE CONFIGURATION4 STROKE, SPARK IGNITION, GASOLINE,

4 CYLINDER

FUEL SYSTEMPGM-FI (PROGRAMMED FUEL

INJECTION)

Capacity

FUEL TANK CAPACITY (LT) 58



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Dimensions (MM)

LENGTH 4530

WIDTH 1820

HEIGHT 1680

WHEELBASE 2620

GROUND CLEARANCE 185

Chassis

TYRES 225/65 R 17 102 T (RADIAL, TUBELESS)

BRAKES FRONT: VENTILATED DISCS TYPE. REAR: DISCS TYPE

SUSPENSION

FRONT: MCPHERSON STRUT, COIL SPRING, TORSION

ANTI-ROLL BAR. REAR: DOUBLE WISHBONE, COIL

SPRING, AND TORSION ANTI-ROLL BAR

Weight (KG)

KERB WEIGHT (KG) 1535 (MT) / 1565 (AT)



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Honda Jazz

Honda, which made Japan known as world leader in small car making, is also

ready to enter the Indian small car market with the launch of Jazz next year.

Recently, the Jazz Concept was adjudged the Japanese Car of the Year 2007 -08.





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Honda City ZX V Tec

Honda City ZX V-Tec is custom made keeping in mind the urban driving. All

good things especially from a known company come at a price. The same being

the case with Honda City ZX V-Tec and is a major market leader in the Indian



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automobile market. Keeping in mind the functionality of the car, for its exterior

clear front fog lens, give the car a classy look, the head lights on the other hand

are three dimensional and wider visibility for safe driving especially in the dark

the hood of Honda City ZX V-Tec is so designed that it appears like a falcon.

The side rear view mirror is bold and clear - both these features display a high

level of aerodynamics. Whilst at the rear the trunk spoiler is available on in City

ZX which provides stability at high speed and classy look. The lightweight

alloy wheels enable fuel economy and better driving experience. 14" tubeless

tyres with the trademark "H" fitted within the new wheel caps are attractive.

These tires ensure a smooth ride despite bumps and humps even at low speed s.

The interiors of the Honda city ZX V- Tec are most extraordinary as they

contain stylish spacious seats, attractive wood panels, ultra modern steering, a 2

Din MP3 stereo, leather upholstery, chrome inner door handles, powerful air-

conditioning, foot rest, Rear and front suspension accompanied by noise,

vibration and harshness control.

Specially designed for city driving, the engine develops 77ps of power at 5000rpm and 12.8kg-m of torque at as low as 2700rpm. For power it uses a 1497cc 4

cylinder naturally aspirated petrol, with muti-port electronically controlled fuel

injection and iDSI (intelligent dual spark sequential ignition) and is coordinated

by a 5 speed synchromesh manual gearbox. Fitted with dual airbags and ABS it

proves to be one of the safest cars ever.

The car is solid in look and has extremely classic interiors, leather upholstery,

new steering wheel, wood panel and lots more. Safe driving and riding is

ensured by its impact structure, neck shock mitigation seat and lots more. One

can have an enjoyable and pleasurable experience while driving the Honda City

ZX V-Tec through the city streets and highways too.





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Honda City

One of the success stories in the Indian automobile industry belongs to

HondaCity. It took no more than two years after its launch in the market for

HondaCity become of the top selling cars in the country. One of the key reasons

for HondaCity's success is its amazingly good looks. Humanity's aspirationtowards perfect beauty almost finds a consummation in the beauty of

HondaCity. HondaCity has been designed keeping in mind the safety of the

passengers. Its body has special crumble zones in the front a nd rear and also

side beams to protect from impact. HondaCity engine capacity reads 1.5 ltr,



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besides being water-cooled; the engine is also 16 valves and has four cylinders.

HondaCity¶s brakes are hydro servo-assisted with ventilated discs in the front

and shoe drums at the rear.

HondaCity is available in the 13 LXi basic model and its variants. One of thevariants, 1.3 Exi comes with power steering and central locking, while another

variant 1.5 Exi has a tachometer.

Technical Specifications

Engine City 1.5 (Exi) AT City 1.5 (Exi) S City 1.3 (Lxi)

Type Front wheel drive Front wheel drive Front wheel drive

Torque

13.1 kgm @ 4600

rpm

13.1 kgm @ 4600

rpm

11.3 kgm @ 4700

rpm

Displacement 1493 cc 1493 cc 1343 cc

Transmissions Automatic 4 Speed Manual- 5 speed Manual- 5 speed

Suspension City 1.5 (Exi) AT City 1.5 (Exi) S City 1.3 (Lxi)

Front

McPherson strut with

stabilizer bar


stabilizer bar


stabilizer bar

Rear Independent strut ,

Trapezoid link

Independent strut ,

Trapezoid link

Independent strut,

Trapezoid link

Dimensions City 1.5 (Exi) AT City 1.5 (Exi) S City 1.3 (Lxi)

Overall Height 1395 mm 1395 mm 1395 mm

Overall Length 4270 mm 4270 mm 4270 mm

Overall Width 1690 mm 1690 mm 1690 mm

Wheelbase 2500 mm 2500 mm 2500 mm



52

Honda City ZX

The various models of Honda cars in India have earned huge reputation due to

their excellent fuel efficiency. Honda City ZX is one of the popular premium

cars that gives extraordinary performance. In India, Honda City ZX is available

in two variants: Honda City EXI and Honda City GXI . The car is also designed

so as to provide the passengers maximum comfort and safety while driving. The





54

Name: City ZX

Overall Length (mm) 4390

Overall Width (mm) 1690

Overall Height (mm) 1495 Wheel Base (mm) 2450

Ground Clearance: 160.00

Engine Configuration 1500cc , 4 cylinders - In-line

Engine Type: i-DSI

Maximum Power: 77 / 5000

Maximum Torque: 12.8/2700

Displacement (cc) 1497

Front Suspension McPherson Strut with Stabilizer



55

CHAPTER-4





57

Graph :1





59

graph



60

Table No.3: Showing respondent¶s occupation

Serial

No

Occupation

Group

No. of Res Per %

1. Business 13 26%

2. Govt. Employee 9 18%

3 Profession 11 22%

4. Pvt. Employee 12 24%

5. Other 5 10%

Total 50 100%

Concept: The above table shows the classification of respondent on the basis

of occupation. Occupation is a part of individual. This occupation affects the

product bought.

Analysis: Maximum of 26% of the respondent belonged to business people.

Another 24% are private employee, professional occupies 22% share of the

respondent. 18% are Govt. employee. Other occupies only 10% of the total

sample survey.

Conclusion: Hence it can be conclude that majority of respondent are business

people but also survey cover different occupied people almost equally.



61

garph



62

Table No.4: Showing gender of respondents.

Serial

No

Occupation

Group

No. of Res Per %

1. Male 35 70%

2. Female 15 30%

Total 50 100%

Concept: The above table shows the classification of respondent on the basis

of sex. Different genders have different demand on the basis of their needs,

wants and specification.

Analysis: Maximum 70% are male and just 30% are females.

Conclusion: From the above data we can come to a conclusion that majority of

the 70% respondent are male.



63

Graph



64

Table No.5: Showing respondent¶s awareness towards different brands of car

Serial

No

Years No. of Res Per %

1. Maruthi Suzuki 50 100%

2. Honda 30 60%

3 Hyundai 50 100%

4. Tata 50 100%

5. Ford 27 54%

6. Toyota 30 60%

7. Chevrolet 20 40%

Concept: The above table show that how many respondent how much known

about competitor¶s brand name.

Analysis: The majority of respondent that is 100% are aware of Maruthi Suzuki,

Hyundai & Tata. The 60% of respondent aware of Honda and Toyota each.

54% of respondent are aware of Ford and 40% are about Chevrolets.

Conclusion: From the above survey we conclude that 100% people are aware of

Maruthi Suzuki, Tata, and Hyundai. Only 60% of people are aware of Honda.



65

Graph.



66

Table No.6: Showing respondent awareness in day-to-day life

Serial

No

Years No. of Res Per %

1. Very often 15 30%

2. Quite often 22 44%

3 Seldom 13 26%

Total 50 100%

Concept: From the above data shows that the respondent level of awareness is

their day- to- day life. It shows effectiveness of advertisement and

Word- of-mouth in their life.

Analysis: From the above analysis brand name Honda is quite of the aware of

the respondent that percentage comes around 44% only around 30% of

respondent very often and 26% of respondent is seldom.

Conclusion: From the above analysis we can conclude that 44% people are quite

often and 30% of people are very often and remaining is seldom.



67

Graph.



68

Table No.7: Showing respondent is source of awareness towards Brand.

Serial

No

Part No. of Res Per %

1. Advertisement 20 40%

2. Friends and

Family

13 26%

3 Newspaper &

magazines

11 22%

4. Demo display 5 10%

5. Other 1 2%

Total 50 100%

Concept: The above table shows that the respondent sources of brand

awareness. Brand is the name of a product which decides the corporate image of

company. Brands capture the customer through advertising and word -of-mouth.

Analysis: From the above data we can analysis that maximum 40% of

respondent of the brand awareness from advertisement. The 20% is from friends

and family, the 22% of respondent aware through magazine and newspaper and

remain 2% respondent aware the brand through other source.

Conclusion: By the analysis we can come to a conclu sion that the people are

very much aware of brand through advertisement.



69

Graph.



70

Table No.8: Showing respondents general impression regarding Honda cars.

Serial

No

Particulars No. of Res Per %

1. Excellent 22 44%

2. Very good 19 38%

3 Good 3 6%

4. Just ok 6 12%

5. Not good 0 0%

Total 50 100%

Concept: The above table shows that respondents general impression regarding

Honda cars. General impression shows the brand equity and brand position

among competitors in market.

Analysis: Maximum 44% of despondence towards general impression about

Honda is excellent and 38% of response is very good only 12% of respondent

saying that just ok and remain 6% impression is good. There is no negative

impression.

Conclusion: We can conclude by telling that Honda brand has created an

excellent brand image among people as well as customer. Thus majority of the

people will have a positive and good opinion about quality.



71

Graph.



72

Table No.9: Showing respondent opinion to life of Honda cars.

Serial

No


1. Long life 43 86%

2. Short life 7 14%

Total 50 100%

Concept: The above table shows that opinion to life of Honda cars in Indian

market. It shows it stays long life or short life n market.

Analysis: From above data the maximum that is 86% have gone foe long life

and just 14% of respondent gone for short life.

Conclusion: From the above survey we can conclude by saying majority of the

people have good opinion with regard to life of Honda it mean Honda will be

for long time in market.



73

Table No.10: Showing despondences in Honda price.

Serial

No


1. Very high 5 32%

2. High 15 30%

3 Competitive price 16 28%

4. Reasonable 14 10%

5. Low 0 0%

Total 50 100%

Concept: Above table show that the opinion towards price of Honda cars. Price

is the amount of money charged for a product. Price has a major factor affecting

buyer choice and brand success.

Analysis: From the above survey we can analysis 32% of response towards

price is very high, 30%of response is high price, 28% of respondent¶s

Response for competitive price. There is no response towards low price.

Conclusion: From the above survey we can conclude that majority of

respondent gone for very high price 32% , high 30% and 28% of respondent

saying that competitive price .



74

Graph.



75

Table No.11: Showing response of physiological intention behind to Deciding a

particular car.

Serial

No


1. Brand loyalty 6 12%

2. Design 31 62%

3 Combination of

colour

7 14%

4. Country of

technology

5 10%

5. Other 1 2%

Total 50 100%

Concept: The above table shows that physiological intention behind to deciding

to particular car. The physiological interest of people is very important role in

purchasing any product.

Analysis: From the above data we can analysis that 62% of respondent for the

design, 14% of respondent for combination of colour, 12% of respondent for

brand loyalty and 10%of response to country of technology remaining 2% for

other attribute.

Conclusion: From the above survey we can say that majority of the peoples

physiological intention is to design of the car. So design is very important for

success of product.





77

Table No.12: Showing response towards brand image about Honda cars.

s

Serial

No


1. Prestige 11 22%

2. Luxury

experience

12 24%

3 Modern style 15 30%

4. Popular brand 11 22%

5. Other 1 2%

Total 50 100%

Concept: The above table shows that the image towards HONDA cars among

respondent. Image is the psychological effect and feeling towards different

product category and quality.

Analysis: Maximum 30% of respondent image about Honda car is modern style,

24% of respondent image is luxury experience and prestige and popular brand is

both equally 22% and remain 2% response to other.

Conclusion: From the above survey we can come to know that majority of 30%

image about HONDA car is modern style. Response towards Prestige, Luxury

experience and popular brand is almost equal. It means HONDA have different

positive image in people¶s mind.



78

Graph:-





80

Graph.



81

Table No.14: Showing respondent¶s functional attributes behind for selection of

particulars car.

Serial

No

Attributes No. of Res Per %

1. Mileage 50 100%

2. Price 50 100%

3 Technology &

Engineering

49 98%

4. Easy maintenance 22 44%

5. Driving comfort 20 40%

6. Resale value 28 40%

7. Power & capacity 21 42%

8. Safety &

durability

32 64%

9. After sale

services

50 100%



82

Concept:- The above table shows the response towards functional attributes

behind selection of any car. Functional attributers is very important to fulfil the

customer expectation. Functional attributes is very essential to take decision for

buying product or car.

Analysis: - From the above data we can analyze that 100% of respondent are

gone for mileage, price and after sale service each. The 98% of respondent for

technology and engineering, 64% of respondent response towards safety and

durability, 55% of samples given importance for resale value of car, 44% of

respond to easy maintenance of car, 42% of respondent g iven important for

power and capacity and only 40% of respondent given priority to driving

comfort.Conclusion: From the above survey we can conclude that 100% of people

giving more priority to mileage, price of car, after sale service. The 98% of

respondent giving importance to technology and engineering and they are given

importance to other attribute but not that compare to mileage, price, after sale

service and technology and engineering.



83

Graph



84

Table No.15: Showing response opinion towards Magnum Honda Car.

Serial

No


1. Very good 22 44%

2. Good 10 20%

3 To improve 7 14%

4. Average 8 16%

5. Not aware 3 6%

Total 50 100%

Concept: - The above table shows the opinion towards Magnum Honda. Dealers

are also very important for getting succession market for any product.

Analysis:- From the above survey the maximum 44% of respondent response is

very good, 20% of respond is good and 16% is gone for average, 14% of

respondent gone for to improve the service, and very less 6% is gone for not

aware.

Conclusion:- From above survey we can conclude that 44% have very good

response toward Magnum Honda. Only 6% are not aware of Magnum Honda.



85

Graph.



86

Table No.16: Showing respondents opinion towards Honda CIVIC

Serial

No


1. Excellent 24 48

2. Very good 12 24

3 Good 10 20

4. Satisfaction 4 8

5. Not good 0 0

6 Not aware 0 0

Total 50 100

Concept:- The above table shows the opinion towards CIVIC car. Each brand

success is very important to company success.

Analysis:- The maximum 48% of respondent are saying that Honda Civic is

excellent. 24% of respondent¶s opinion is very good. 20% of respondent¶s

opinion is good and 8% towards satisfaction.

Conclusion:- From above survey we can say that most of the respondent are

having a positive and excellent opinion towards CIVIC car but only 8% of

respondent are satisfied with CIVIC car.



87

Table No.17: Showing respondents opinion towards Honda ACCORD

Serial

No


1. Excellent 5 10

2. Very good 23 46

3 Good 12 24

4. Satisfaction 9 10

5. Not good 0 0

6 Not aware 1 2

Total 50 100

Concept: The above table shows the opinion towards ACCORD car. Each brand

image is affecting to other brand of the company.

Analysis:- The most of 466% of respondent response about ACCORD car is

very good, 24% of response is good, 10% of respondent saying excellent car

and 2% of respondent are not aware of ACCORD car.

Conclusion:- From the above survey we can conclude that the maximum

respondent says very good and good opinion about car, and 2% of respondent

are not aware of the ACCORD car.



88

Table No.18: Showing respondents opinion towards CR-V

Serial

No


1. Excellent 6 12

2. Very good 11 22

3 Good 2 4

4. Satisfaction 0 0

5. Not good 0 0

6 Not aware 31 62

Total 50 100

Concept:- The above table shows the opinion towards CR-V car. Creating

awareness for new model is important to attract customer and potential

customer.

Analysis:- From the above data we can analyze 22% of respondent gone for

very good opinion, 12% are gone for excellent car, only 4% are sayi ng good and

there is nil opinion for satisfaction and not good. The maximum 62% of

respondent are not aware of car.

Conclusion:- The most of 62% of people are not aware of CR-V and remaining

having very good opinion about car.



89

Table No.19: Showing respondents opinion towards CITY

Serial

No


1. Excellent 15 30

2. Very good 10 20

3 Good 5 10


5. Not good 0 0

6 Not aware 0 0

Total 50 100

Concept: - The above table shows the respondent answers for CITY car. Trade

up is very important marketing activities. The position of CITY affecting to

other brand cars.

Analysis:- From the above table we can analyze that 40% of respondent having

opinion for satisfactory, 30% of respondent for excellent, 20% respondent for

very good and 10% for good.

Conclusion:- From the above survey we can come to conclude that most of the

people having satisfactory image about CITY car and 30% shows excellence for

CITY car.



90

Table No.20: Showing respondents opinion towards Honda JAZZ

Serial

No


1. Excellent 13 26

2. Very good 5 10

3 Good 26 32


5. Not good 0 0

6 Not aware 1 2

Total 50 100

Concept: - The above table showing respondent attitude about JAZZ car.

Awareness of each brand of the company is very important for corporate brand

equity.

Analysis:- The maximum of 32% of respondent are good towards Honda JAZZ,

26% offer car is excellent and 10% fo r both very good and excellent, only 2%

are not aware of JAZZ.

Conclusion:- From the above data we can conclude that 32% of people are good

towards JAZZ. Remaining people are having excellent, very good and

satisfactory image about JAZZ.



91



92

QUESTIONNARE

1. NAME OF THE RESPONDENT

AGE

OCCUPATION

INCOME

2. Given below are different brand of car. Please tick if you are

aware of them.

TATA ( ) HONDA ( ) MARUTHI SUZUKI ( )

HYUNDAI ( ) CHEVROLET ( ) FORD ( ) TOYOTA ( )



93

3. How often do you come across this brand in your day-to-day

life?

VERY OFTEN ( ) QUITE OFTEN ( ) SEDOM ( )

4. You are aware of HONDA brand through

ADVERTISEMENT ( ) FRIENDS & FAMILY ( )

MAGZINES &

NEWS PAPER ( ) DEMO & DISPLAY ( ) OTHERS ( )

5. General impression regarding HONDA cars.

EXCELLENT ( ) VERY GOOD ( ) GOOD ( ) JUST OK ( )

NOT GOOD ( )

6. What is your opinion regarding the life of HONDA cars.

LONG LIFE ( ) SHORT LIFE ( )

7. How do you think HONDA is priced ?

VERY HIGH ( )

COMPETITIVE PRICE ( )

REASONABLE PRICE ( )



94

LOW PRICE ( )

8. What is the perception regarding different brands of HONDA cars?

BRAND EXCELLENT VERY

GOOD

GOOD SATISFACTION NOT

GOOD

CIVIC

ACCORD

JAZZ

CITY

CR-V



95

9. What is your functional attribute behind decide for particular car. ?

Serial

No

Attributes Yes No

1. Mileage

2. Price

3 Technology &

Engineering

4. Easymaintenance

5. Driving

comfort



96

10. What is your psychological intention behind to decide for particular car?

6. Resale value

7. Power &

capacity

8. Safety &

durability

9. After sale

services



97

BRAND LOYALTY ( )

DESIGN ( )

COMBINATION OF COCOURS ( )

COUNTRY OF TECHNOLOGY ( )

OTHER ( )

11. What is your brand image about HONDA cars?

PRESTIGE ( )

LUXURY EXPENCES ( )

MODERN STYLE ( ) POPULAR BRAND ( )

OTHER ( )

12. What is your perception about sale service of HONDA ?

VERY GOOD ( )

GOOD ( )

AVERAGE ( )

NOT GOOD ( )

CAN¶T SAY ( )

13. What is your opinion towards MAGNUM HONDA?

EXCELLENT



98

VERY GOOD

GOOD

IMPROVE

AVERAGE

NOT GOOD

NOT AWARE

14. Please your suggestion for improving HONDA car.

.................................................................................................................

.................................................................................................................

................................................................................................................

.................................................................................................................

.................................................................................................................



99



100

CHAPTER-5

SUMMERY OF FINDING AND CONCLUSION

1. It was found that majority of 34% and 30% of respondent belong to age

group of 31-40 and 41-50 respectively. This reveals that the car is mainly

popular among middle age people.

2. Majority of the respondent fall in the income group of Rs.400,001 -

500,000 P.A. (28%), followed by 20% respondent who earn between Rs.

200,000-300000P.A. The respondent who earn Rs.300,001-400,000 and

Rs.500,001-600,000 P.A. is 18% each. Only 16% are belongs to income

above Rs.600,000 P.A. the reveals that the car is popular among middleclass and rich classes of the society.

3. Majority of the respondent are business people i.e. 26% the private

employees are 24%, than professional is 20%, with 18% govt employees

and other are only 10%. This mean the car proffered to all occupied

people.

4. The study reveals that the majority of the respondent is male and 30%

are female.

5. Majority of the respondent are aware of brand from 4 -6 year i.e. 36% the

30% are aware from 0-3 years.

6. According to survey all the respondent are aware of different car,

company brand along with HONDA brand.

7. The survey was found that 44% are quite after aware, 40% are very after

aware and 26% seldom aware.



101

SUMMERY OF FINDING & CONCLUSSION



102

CHAPTER-5

SUMMERY OF FINDING AND CONCLUSSION.

1. It was found that majority of 34% and 30% of respondent belongs to age group of 31-

40 and 41-50respectively. This reveals that the car is mainly popular among middle

age people.

2. Majority of the respondent fall in the income group of Rs. 1000001-1100000 P.A.

(28%), followed by 20% respondent who earn between Rs. 800000-900000 P.A. the

respondent who earn Rs. 900001-1000000 and Rs. 1100001-1200000 P.A is 18%

each. Only 16% are belongs to income above Rs 1200000 P.A. the reveals that the

cars is popular among middle class and rich classes of the society.

3. Majority of the respondent are business people i.e. 26% the private employees are

24%, and then professional is 20%, with 18% govt employees and other are only 10% this means the car proffered to all occupied people.

4. The study reveals that the majority of the respondent is male and 30% are female.

5. According to survey all the respondent are aware of different car, company brand

along with Honda brand.

6. The survey was found that 44% are quite often aware, 30% are very often aware and

26% are seldom aware.

7. The study reveals that Honda brand aware through advertisement (40%).

Friends & family (26%), newspaper & Magazines (22%), Demo & display (10%) and

very loss 2% are aware from other sources.

8. The majority of respondent that is 44% towards general impression about Honda is

excellent and 38% of response is very good only 12% of respondent saying that just

ok and remain 6% impression is good and not good is nil. This survey reveals that all

respondent have positive impression about Honda cars.

9. It was found that majority of respondent 86% opinions is long life. This reveals

Honda will stand for long life in Indian car market.

10. The respondent response for price of Honda car is Very high price 32%, High price

30%, Competitive price 28%, Reasonable price 10%.

11. The survey reveals that about 62% of customer has focused on design of the car.



103

12. The survey was found that respondent image about Honda cars is modern style 30%,

luxury experience 24%, prestige and popular brand is 22% each. This reveals that

respondent having different about car almost equally.

13. The majority of respondent perception towards after sales service is can¶t say is 30%,

good is 30%, average is 24%, very good is 14%, and 2% for not good.

14. Majority of 100% of respondent are gone for mileage, price and after sale service

each. The 98% of respondent for technology and engineering, 64% of respondent

response towards safety and durability, 55% of samples given importance for resale

value of car, 44% of respond to easy maintenance of car, 42% of respondent given

important for power and capacity and only 40% of respondent given priority to

driving comfort.

15. The study reveals among the 100%. 44% of respondent response is very good, 20%

of respond is good and 16% is gone for average, 14% of respondent gone for to

improve the service, and very less 6% is gone for not aware. This shows that majority

of respondent have a positive opinion about Magnum Honda.

16.



104



105



106

RECOMMENDATION

&

SUGGESTION

CHAPTER-6 RECOMMENDATION & SUGGESTION

TECHNICAL SUGGESTION:-



107

y The customer much prefers to mileage of the car so, company should

improve the mileage of the car.

y Honda should come out with more safe and durable car.

y The cars are expected to have lower maintenance cost which makes thecustomer feel happy and it create good word of mouth communication.

y Technology and engineering is most important attribute for customer

decision making. The company should make advancement in technology

and engineering.

y Customers also looking for driving comfort, power and capacity. The

company should improve driving comfort, power and capacity of the car.

y The customers looking for change to new design. The company must

focus to modern style and advance designed car .

COMMERCIAL SUGGESTION:-

y The company should reduce the pricing policy because to give a tough competition

and to establish the business.



108

y After sale service is more essential marketing activities. The company and dealer

should improve after sale service quality.

y The company must create 100% awareness for the entire brand with corporate brand

image.

y The company should make awareness of the entire brand through Advertisement,

Newspaper, and Magazines.

y The waiting period for the delivery of the car should be reduced.

y The company should board where the place exactly people have time for watching

and reading.

y The company should create excellent image in customer¶s memory rather than

competitor. It affect on influence and worth-of-mouth at the decision time of the

customer.

y The company should come out more attractive, meaningful adds and add should

convince message properly and it should feel good.



109



Documents

A STUDY ON BRAND AWARE NESS AND IMAGE