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To study the market potential of Honda Activa after the
launch of Suzuki Access and to study the comparison
between Honda Activa and Suzuki Access.
After the launch of Suzuki Access, the sales growth of Honda Activa has
decreased. The project is to find out the reasons for the decrease in the
sales growth of Honda Activa and to do the comparison between the
features of Honda Activa and Suzuki Access.
The project was done under IMRB International, which is a pioneer in
India in various research areas. Associated with the group of international
market companies such as British market research bureau (BMRB) and
Mill ward Brown International, IMRB operates out of thirteen cities in
India and has associates offices in Sri Lanka, Bangladesh and Nepal.
The client was Honda who is the world's largest manufacturer of 2-
wheelers. Its symbol, the Wings, represents the company's unwavering
dedication in achieving goals that are unique and above all, conforming to
international norms.The product was Honda Activa, which is the firstscooter launched by Honda in India. It is designed as a family two-wheeler
and features higher load carrying capacity. Honda Activa is popular for
its practical styling, ease of use, better ride quality and the excellent 102 cc
engine.
The basic objective of the study was to know the market potential ofHonda Activa. The other objective of the study was to find the reasons due
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to which the sales growth of Honda Activa has decreased. Comparative
analysis of the features of Honda Activa and Suzuki Access was also one of
the objectives of the study.
According to the results, it was found that by comparing Honda Activa
and Suzuki Access, Suzuki Access has a added advantage over Honda
Activa in some features like mileage, comfort, handling and control and
pickup.As per the BCG Matrix the client i.e. Honda is the star i.e. the market
growth rate of scooters is high as well as Honda Activa had a high relative
market share. Taking into consideration these points the client i.e. Honda
should do following things to compete with its competitors:
1. Manufacturing capacity should be increased.
2. There should be aggressive promotional activities.
3. There should be some innovations in the product.
The waiting period of the product delivery should be reduced.
There should be proper supply of the product whenever the demand
arises. Measures should be taken to ensure smooth and compassionate
interaction of dealers with customers.
Aggressive promotional activities means the client i.e. Honda should
provide attractive schemes and offers to the new customers as well as
should come up with innovative schemes for existing customers. For
instance, customer who has completed one year with Honda Activa gets a
free service or some discount voucher, etc.
The after sales service for the scooter should be such that the mileage,
looks, comfort, handling, control and pickup should be maintained, this
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will help Honda get a sustainable competitive advantage with regards to
after sales service.
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1. Background of the study.
Though Indian motorcycle industry fell by almost 14.4 percent
in the April-August period from a year ago. Scooters is
witnessing a robust growth, it rose by 19 percent during the same
period. On an average 40,000 scooters are sold every month in
India. TVS scooty plus, Honda Activa, Hero Honda pleasure and
Bajaj kristal are prominent players in this scooter segment.
2. Problem Statement :
After the launch of Suzuki Access, the sales growth of Honda
Active has been decreased.
3. Objectives :
To show the market potential of Honda Activa after the launch
of Suzuki Access and to study the comparison between Honda
Activa and Suzuki Access in Pune city.
4. Scope of the study.
The survey was conducted in Pune city only.
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The area covered under the survey was Koregaon Park,
Hadapsar, Kondhwa, Kothrud, Karvenagar, Nana Peth, Sadashiv
Peth, Swargate.
5. Limitations.
All the respondents should be male.
They should have purchased the bike within last 3months.
6. Significance of Study.
It will help in increasing the future market share of
HONDA ACTIVA.
It will help in eliminating the deficiencies in services aswell as after sales services.
It will help in retaining the other buyers and consumers.
It will help in understanding the consumers behavior for
automobile market.
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About IMRB International:
Established in 1971 and with over three decades of market research
experience, IMRB is a pioneer in India in various research areas.
Associated with the group of international market companies such as
British market research bureau (BMRB) and Mill ward Brown
International, IMRB operates out of thirteen cities in India and has
associates offices in Sri Lanka, Bangladesh and Nepal.
IMRB International promises high quality conceptualization, strategic
thinking, execution and interpretation skills on all clients research
needs. In 1996, IMRB International managed 2,500 projects and
4,000,000 interviews. IMRB International is the only research
company in India today that offers the entire range of research-based
service to its clients. IMRB International specialized areas areconsumer markets, industrial marketing, and business- to- business
marketing, social marketing and rural marketing.
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Services offered by IMRB International
The depth and Breadth of services that company provides are
extensive and includes research and advisory services in the following
areas:
Advertising promotion and media research
B2B and Industrial research
Brand research
Customer satisfaction research
Corporate and employee research
Channel and retail research
Product and packaging research
Pricing research
Strategic market research.
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Sectors IMRB International researches
Ever since its establishment in 1971, IMRB International has been the
pioneer in conducting market research exercises for several sectors.
Today, there is hardly any sector that IMRB International hasnt
researched. From potato wafers PCs cigarettes to cellular phones,
alcohol to air conditioners and bubble gums to big sized cars- just
name it and they have researched it.
Alcohol
Automotive
Agriculture and agro products
Building and construction
Consumer durables
Household care
IT, Internet and Telecom
Industry and Business
Media and Entertainment
Social an Rural
Tobacco
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IMRB Internationals Divisions:
IMRB International has been offering over 30 years of specialist
research services to clients in India and overseas on products and
services covering the entire gamut of business and industry. IMRB
International today operates,
Out of its five full service offices in Mumbai, Delhi, Calcutta, Chennai
and in Bangalore and is supported by 13 other regional centers for
collection of survey information that literally span the entire country.
They are able to provide highest quality of professional services to the
utmost satisfaction of their clients, which include small medium and
large-scale industries, the government and public sectors unit,
multinational corporations and international companies that are eying
the highly promising Indian market.
To serve the diverse needs of their clients, they also have 5 specialist
units:
1) Probe qualitative research (PQR)
2) Social and Rural research Institute (SRI)
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3) Media and Panel research group
4) Customer Satisfaction Management & Measurement (CSMM)
5) Business and Industrial Research Division (BIRD)
6) And the technology group@IMRB International
Probe qualitative research is one of Indias leading qualitative
researches and has executives specially trained in India and
overseas in qualitative research methods. Drawing on learning
from ethnography, psychology and anthropology, PQR has
created a validated tool kit for product, communication and
brand development.
The social and rural research institute specializes in social
research and in conducting research on emerging rural markets.
It has staff with special expertise in conducting knowledge,
attitudes and practice (KAP), studies on health and sanitation,
water, environment and other fields, in India as well as
Internationally.
A pioneer in the field of media research in India. It has been
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conducting the national readership surveys in India since 1978.
It has been running Indias only Television Rating (TRP) since
1986, the year in which television went commercial ion major
way. It has also developed its own people meters.
Customer Satisfaction Management & Measurement is part of
the walker information global network and is the first suchspecialist organization in India with an exclusive focus on
customer and employee satisfaction, reputation and stakeholder
assessment.
Business and Industrial Research Division (BIRD) and the e-
technology group at IMRB International: As industrial markets
transformed from monopolies to competitive markets, the need
for research based consultancy services was demanded of IMRB
International. IMRB International spun off the Business and
Industrial research division to meet the growing and changing
needs of the Industrial marketer. Over a decade of research
experience in telecommunication, office automation, information
technology and the convergence of these technologies has given
the e-Technology group of IMRB International, Knowledge and
experience in a wide spectrum of hardware, software and
services.
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IMRB Internationals offices
Sr. No OFFICES LOCATION
1. Corporate Office Mumbai
2. Research Office Mumbai
3. Research Office New Delhi
4. Research Office Kolkata
5. Research Office Bangalore
6. Research Office Chennai
7. Field Office Bangalore
8. Field Office Ahmedabad
9. Field Office Bhuvaneshwar
10. Field Office Kolkata
11. Field Office Chennai
12. Field Office Guwahati
13. Field Office Hyderabad
14. Field Office Cochin
15. Field Office Luckhnow
16. Field Office Mumbai
17. Field Office Patna
18. Field Office Pune
19. Field Office New Delhi
20. Field Office Indore21. Field Office Ludhiana
22. International
Office
U.A.E
23. International
Office
Sri Lanka
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CLIENTS INFORMATION
ABOUT HONDA
Honda is the world's largest manufacturer of 2-wheelers. Its symbol, the Wings,
represents the company's unwavering dedication in achieving goals that are
unique and above all, conforming to international norms. These wings are now
in India as Honda Motorcycle & Scooter India Pvt. Ltd. (HMSI), a wholly
owned subsidiary of Honda Motor Company Ltd., Japan. These wings are here
to initiate a change and make a difference in the Indian 2-wheeler industry.
Honda's dream for India is to not only manufacture 2-wheelers of global quality,but also meet and exceed the expectations of Indian customers with outstanding
after sales support.
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Honda Activa
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Official Name Honda Motorcycle & Scooter India
Pvt. Ltd.
Established 20th Aug, 1999
Place Manesar, District Gurgaon,
Haryana, India
Investment Rs. 300 Crore
Representative Mr. Shinji Aoyama, President &CEO
Factory Location Manesar, District Gurgaon,
Haryana, India
Production Capacity 10,00,000 Units per Year
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Honda Activa is the first scooter launched by
Honda in India. It is designed as a family two-
wheeler and features higher load carrying
capacity.
Honda Activa is popular for its practical styling, ease of use, better ride qualityand the excellent 102cc engine. Its compact body offers ease of handling and
delivers performance and reliability. As regards looks, Activa is a perfect
combination of curves, creases and flawless paint finish.
Honda Activa is equipped with 4-stroke 102.1 cc engine. It delivers peak power
of 7 bhp @ 7000 rpm and peak torque is 0.8 Kgm @ 5500 rpm. Honda Activa
has a highest ground clearance of 145 mm in its class and its riding position is
specially designed to make handling easy and reduce rider fatigue.
Honda Activa comes with a host of utility features. These include tuffup tube
and CLIC mechanism. The Nylogrip tyres have a double walled tube filled with
fluid. In case of puncture the fluid fills in the gap and seals off the puncture thus
preventing air from escaping. The Convenient Lift Up Independent Cover
(CLIC) mechanism makes maintenance easier and faster.
The brand is targeted at men and family
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Others
15%Kinetic
5%
HH Pleasure
9%
Scooty PEP
26%
Activa
45%
Activa
Scooty P
HH Pleas
Kinetic
Others
MARKET SHARE OF KE Y PLAYERS INTHE SCOOTER CATEGORY
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CONCEPT OF MARKET POTENTIAL
Market Potential has been defined as the maximum demand response
possible for a given group of customers within a well-defined geographic
area for a given product or service over a specified period of time under
well-defined competitive and environmental conditions.
We will elaborate this comprehensive definition.
1. First, market potential is the maximum demand response under certain
assumptions. It denotes a meaningful boundary condition on ultimate demand.
2. Another condition on which the concept of market potential depends is a set of
relevant consumers of the product or service. It is not merely the present consumer
who is to be included but also the potential consumer as maximum possible
demand is to be achieved. Market potential will vary depending on which particular
group of consumers is of interest.
3. Further, the geographic area for which market potential is to be determined
should be well-defined.
4. Another relevant aspect in understanding the concept of market potential is to
clearly know the product or service for which market potential is to be estimated.
Especially in those cases where the product is in question can be substituted by
another, it is desirable to have market potential for the product class rather than that
particular product.5. It is necessary to specify the time period for which market potential is to be
estimated. The time period should be so chosen that it coincides with planning
periods in a firm.
6. Finally, a clear understanding of environmental and competitive conditions
relevant in case of a particular product or service is necessary if market potential is
to be useful.The geographic area for which market potential was carried out was Pune City.
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The time period for the study was last 3 months.
Competitive conditions were, the demand of gearless scooters is increasing day byday, and so many companies are shifting their product line towards gearless
scooters, thats why there is a tough competition between the companies. Also the
other competitors are coming with innovations in their products and services.
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common competitive framework requires doing similar things better and
focusing on price. The result can be an erosion of profitability.
Customer choices-
One approach to identifying competitor set is to look at competitors from the
perspective of customers what choices are customers making?
Product-Use Associations-
Another approach that provides insights is the association of products with
specific use contexts or applications. Perhaps 20 or 30 product users could be
asked to identify a list of use situation or applications. For each use context they
would then name all the products that are appropriate.
Strategic Groups:
The concept of a strategic group provides a very different approach toward
understanding the competitive structure of an industry. A strategic group is a
group of firms that
Over time pursue similar competitive strategies (for example, the use of
the same distribution channel, or the same price/quality position).
Have similar characteristics (e.g., size, aggressive).
Have similar assets and competencies (such as brand associations,
logistics capability, global presence, or research and development).
COMPETITOR ANALYSIS-
Understanding Competitors and their activities can provide several benefits.
1. An understanding of the current strategy strengths and weaknesses of a
competitor can suggest opportunities and threats that will merit a
response.
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2. Insights into future competitor strategies may allow the prediction of
emerging threats and opportunities.3. A decision about strategies alternatives might easily hinge on the ability to
forecast the likely reaction of key competitors.
4. Competitor analysis may result in the identification of some strategic
uncertainties that will be worth monitoring closely over time.
Competitor actions are influenced by eight elements:
1) Size, growth and Profitability.2) Image and Positioning Strategy.
3) Competitor Objectives and Commitment.
4) Current and Past strategies of Competitors.
5) Competitor Organization and Culture.
6) Cost Structure.
7) Exit Barriers.
8) Assessing Strengths and Weaknesses.
A significant trend witnessed over the past five years is the inclination of
consumers towards products with superior features and styling. Better awareness
about international models has raised expectations of consumers on some key
attributes, especially quality, styling, and performance. High competitive
intensity has prompted players to launch vehicles with improved attributes at a
price less than the competitive models.
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TABLE OF COMPARISON BETWEEN THE FEATURES OFHONDA
ACTIVA AND SUZUKI ACCESS
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Honda Activa Suzuki Access
1. Mouth Shut Product
Rating:
2. ProductRecommendation:
by MouthShut members
66% 94%
Fuel Consumption
(kms/litre):
Comfort:
Reliability:
Handling and Control:
Looks:Price (Rs)* 44,774 48,771
3. Engine
Engine Displacement
(cc)
102 124
Maximum Speed (kmph) 80 92
Engine Type 4-stroke 4 Stroke, Air-cooled,
OHC
Start Type Self & Kick Self & Kick
Mileage (kmpl) 45 Above 50Fuel Capacity (litres) 6 6.4
Maximum Power (bhp) 7 8.58
4. Other Features
Overall Length (mm) 1765 1780
Height (mm) 1130 1125
Wheel Base (mm) 1235 1260
Ground Clearance (mm) 145 160
Kerb Weight (kg) 110.2 109
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WHAT IS MARKETING RESEARCH?
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The natural starting point is to define our subject, and so we quote the
traditional definition of the American Marketing Association. MarketingResearch is__
The systematic, gathering, recording and analyzing of the data about
problems relating to the marketing of goods and services.
The systematic conduct of research requires particularly these two qualities__
Orderliness, in which the measurement are accurate and cross section is
fair, and Impartiality in analysis and interpretation.
The definition also indicates the scope of marketing research. We will modify
that but adding
Planning
Interpreting
The definition needs these stages of planning and interpreting, because__
Unless there has been planning in advance, a study would be
unsystematic, and
The research has to be completed by interpreting the data for it to have
meaning and value to its user.A research model that fulfills that definition will be presented shortly.
WHY MARKETING RESEARCH ?
It is usually said that if marketing would be a train, then market research
would be the locomotive. In other words, market research should ideally be
the starting point of any marketing exercise. Conducting any marketingexercise - be it related to pricing, promotion or distribution of a product or
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MARKETING RESEARCH PROCESS: AN
OVERVIEW
The marketing research process includes the systematic identification,
collection, analysis and distribution of information for the purpose of
knowledge development and decision making.
Whether you are creating a new marketing research program or perhaps
revising an existing marketing research program, what are the steps you
should take?
While there are dozens of little steps along the way, each of those steps fits
into one of the 6 major steps of the marketing research process.
They are:
Step 1. Identifying and defining your problem
Step 2. Developing your approach
Step 3. Establishing research design and strategy
Step 4. Collecting the data
Step 5. Performing data analysis
Step 6. Reporting and presentation
1. Identifying the Problem
If you are considering conducting marketing research, chances are you have
already identified a problem and an information need.
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http://www.polarismr.com/education/step1_identifyproblem.htmlhttp://www.polarismr.com/education/step2_developapproach.htmlhttp://www.polarismr.com/education/step3_researchdesign.htmlhttp://www.polarismr.com/education/step4_datacollection.htmlhttp://www.polarismr.com/edctr_step5_dataanalysis.htmlhttp://www.polarismr.com/edctr_step6_reporting.htmlhttp://www.polarismr.com/education/step1_identifyproblem.htmlhttp://www.polarismr.com/education/step2_developapproach.htmlhttp://www.polarismr.com/education/step3_researchdesign.htmlhttp://www.polarismr.com/education/step4_datacollection.htmlhttp://www.polarismr.com/edctr_step5_dataanalysis.htmlhttp://www.polarismr.com/edctr_step6_reporting.html8/14/2019 Qadir Final[1]
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This step is always the first of the marketing research steps. At this point,
the problem will have been recognized by at least one level of management,and internal discussions will have taken place. Sometimes, further definition
of the issue or problem is needed, and for that there are several tools you can
use.
2. Marketing Research Approach
Once your problem is better defined, you can move onto developing
marketing researchapproach, which will generally be around a defined set
of objectives.
Clear objectives developed in Step 1 will lend themselves to bettermarketing
research approach development. Developing your approach should consist of
honestly assessing you and your teams market research skills, establishing a
budget, understanding your environment and its influencing factors,
developing an analysis model, and formulating hypotheses.
3. Marketing Research Design
Based upon a well-defined approach from Step 2, a framework for the
designing yourmarketing research design should be apparent.
Marketing research design is the most encompassing of all steps in the
marketing research process, requiring the greatest amount of thought, time
and expertise and is the point at which those less experienced with market
research will obtain assistance from an internal market research expert or
perhaps partner with an external marketing research provider.
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Since the intelligence eventually gained from the research is so closely
related to the selected marketing research design, this is the single mostimportant step in the research process and the step most vulnerable to
common marketing research errors.
4. Marketing Research Data Collection
Marketing research data collection (often called survey fielding) is the
point at which the finalized questionnaire (survey instrument) is used in
gathering information among the chosen sample segments. There are a
variety of data collection methodologies to consider.
Selecting which is the most appropriate marketing research data collection
methodology for a particular research project takes place during Steps 2 & 3
of the marketing research process.
5. Survey Data Analysis
Any survey data analysis will depend on how the survey questionnaire was
constructed. Less complex survey data analysis can be handled with any of a
number of office suite tools, while more complex questionnaire data analysis
requires dedicated market research analysis programs.
6. Market Research Reports
Market research reports and presentations are easily the second most
important step, if not the first. Any critical information and knowledge that
comes from your market research investment will be limited by how your
market research reportsare presented to decision makers.
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1. Research Design:
Research Design is the plan, structure and strategy of investigation
conceived so as to obtain answers to research questions and to control
variance.
A research design is the specification of methods and procedures for
acquiring the information needed. It is the overall operational pattern of
the project that stipulates what information is to be collected from which
sources by what procedures.
A. Type of study: Different types of research designs have emerged on
account of the different perspectives from which a research study can be
viewed. However, a frequently used classification system is to group
research designs under three categories
i. Exploratory Research: A exploratory study is generally based on
the secondary data that are readily available. It does not have a formal andrigid design as the researcher may have to change his focus or direction,
depending on the availability of new ideas and relationship among
variables.
ii. Descriptive Research: Descriptive studies are undertaken in many
circumstances. When the researcher is interested in knowing the
characteristics of certain groups such as age, sex, educational level,occupation or income, a descriptive study may be necessary.
The objective of such a study is to answerwho, what, when, where and
how of the subject under investigation. Descriptive studies are well-
structured. Descriptive studies can be divided into two broad categories
cross-sectional and longitudinal.
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iii. Casual Research : The method of agreement states that when two
or more cases of a given phenomenon have one and only one conditionmay be regarded as the cause (or effect) of the phenomenon.
In this project, Descriptive Research Design has been used.
B. Nature of study.
The nature of the Research was totally quantitative. Quantitative in thesense that all the facts and figures collected in the research are totally
based on the percentage of the sample size.
C. Types of Questionnaire.
The questionnaire which was formed was a well structured questionnaire.
D. Type of questions.
a) Open-ended questions: An open-ended or simply open or free
answer question gives the respondent complete freedom to decide the
form, length and detail of the answer. Open questions are preferred when
the researcher is interested in knowing what is uppermost in the mind of
the respondent.
b) Dichotomous questions: It may be pointed out that dichotomous
questions are most convenient or least bothersome to respondents, who
have simply to indicate their choice from the two possible answers. As
such, these questions require the minimum possible time of the
respondents. Also, answers to such questions are easy to edit, tabulate and
interpret.
YES_______________ NO_______________
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c) Multiple-choice questions: In the case of multiple-choice questions,the respondent is offered two or more choices. The marketing researcher
exhausts all the possible choices and the respondent has to indicate which
one is applicable in his case.
E. Type of Analysis.
It was clear that the information collected for the research was completely
quantitative. So the analysis of the data was statistically done.
2. Sources of Information.
a) Secondary Source: Secondary marketing research, or desk research,
already exist in one form or another. It is relatively cheap, and can be
conducted quite quickly .However, it tends to have been collected for
reasons other than for the problem or objective at hand. So it may beuntargeted, and difficult to use to make comparisons (e.g. financial data
gather on Australian pensions will be different to data on Italian
pensions). There are a number of such sources available to the marketer,
and the following list is by no means conclusive:
i. Trade associations
ii. National and local press Industry magazinesiii. National/international governments
iv. Websites
v. Informal contacts
vi. Trade directories
vii. Published company accounts
viii. Business libraries
ix. Professional institutes and organizations
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x. Omnibus surveys
xi. Previously gathered marketing researchxii. Census data
xiii. Public records
I have obtained secondary data from the internet.
b) Primary Source: Primary marketing research is collected for the first
time. It is original and collected for a specific purpose, or to solve aspecific problem. It is expensive, and time consuming, but is more
focused than secondary research. There are many ways to conduct
primary research. We consider some of them:
i. Interviews
ii. Mystery shopping
iii. Focus groups
iv. Projective techniques
v. Product tests
vi. Diaries
vii. Omnibus Studies
The primary data for the study was collected by personal interviews
of the respondents.
3. Plan for Primary Data Collection.
i. Research technique. I have collected primary data through
descriptive type and performed survey which was purely a sample survey,
then through direct communication with the respondent through the
personal interview have obtained the primary data.
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ii. Contact Method. The sample size and the sample elements
were clear to me. So the contact method selected was direct contact to therespondent by reaching to their place and taking interview. It means the
contact method was direct approach to the respondent.
iii. Research Instrument. The research instrument used was the
questionnaire provided by IMRB International. The Questionnaire used
had open as well as closed ended questionnaire.
4. Sample Design.
a) Population - Male population of Pune City.
b) Sample element - Well structured questionnaire
c) Sample size - The overall sample size for the study was
200
including the different kinds of respondent.
d) Sample extent - The survey was conducted in Pune city
only.
The area covered under the survey was
Koregaon Park, Hadapsar, Kondhwa,
Kothrud, Karvenagar, Nana Peth, SadashivPeth, and Swargate.
e) Sample duration - The sample duration for survey and
interviews
was only 40 days, remaining days were spent
in the data analysis and interpretation.
f) Sampling procedure - The sampling procedure was selective
random
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sampling.
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Respondents who have bought
any Automatic Scooter in their household in the last 3 months.
YES No
129 96
ALLANA INSTITUTE OF MANAGEMENT SCIENCES, PUNE.
129
96
0
20
40
60
80
100
120
140
Series1 129 96
YES NO
41
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INTERPRETATION:
According to the survey, out of 230 respondents surveyed, 111
respondents indented to purchase an Automatic Scooter in their
household in the survey 3 months period, thereby implying that
there is still huge potential for automatic scooters.
Brands of automatic scooters currently owned by respondents.
ALLANA INSTITUTE OF MANAGEMENT SCIENCES, PUNE.
YES No
111 119
ACTIVA ACCESS
50 5050 50
0
5
10
15
20
25
30
35
40
45
50
Series1 50 50
ACTIVA ACCESS
43
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INTERPRETATION:
This implies that both vehicles are more or less popular withhouseholds in Pune.
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Mileage expectation of the respondent from HONDA ACTIVA
and SUZUKI ACCESS
INTERPRETATION:
This implies that most of the respondents are expecting mileage
above 50 from their bike.
Mileage which the respondent got from HONDA ACTIVA and
SUZUKI ACCESS
ALLANA INSTITUTE OF MANAGEMENT SCIENCES, PUNE.
30-40 24
40-50 30
50 & above 46
24
30
46
0
5
10
15
20
25
30
35
40
45
50
in
percentage
30-40 40-50 50 & above
45
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INTERPRETATION:
This implies that the mileage of Suzuki Access is more than Honda
Activa.
ALLANA INSTITUTE OF MANAGEMENT SCIENCES, PUNE.
ACTIVA ACCESS30-40 10 8
40-50 32 26
50 & above 8 16
2016
64
52
16
32
0
10
20
30
40
50
60
70
in
percentage
ACTIVA 20 64 16
ACCESS 16 52 32
30-40 40-50 50 & above
46
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Satisfaction level of respondent :
ACTIVA ACCESS
Dissatisfied 26 11Satisfied 16 23
Delighted 08 16
INTERPRETATION:
This implies that Suzuki Access gives better mileage as compared
to Honda Activa.
ALLANA INSTITUTE OF MANAGEMENT SCIENCES, PUNE.
52
22
32
46
16
32
0
10
20
30
40
50
60
in
percentage
ACTIVA 52 32 16
ACCESS 22 46 32
Dissatisfied Satisfied Delighted
47
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How would you rate the looks of Honda Activa and Suzuki
Access.
INTERPRETATION:
This implies that Suzuki Access is more stylish and has a better
appeal as compared to Honda Activa.
ALLANA INSTITUTE OF MANAGEMENT SCIENCES, PUNE.
ACTIVA ACCESS
Poor 16 12
Good 24 27
Very good 10 11
32
24
48
54
20 22
0
10
20
30
40
50
60
in
percentage
ACTIVA 32 48 20
ACCESS 24 54 22
Poor Good Very good
48
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Looks which the respondents got from HONDA ACTIVA and
SUZUKI ACCESS
ACTIVA ACCESS
Dissatisfied 16 10
Satisfied 18 22
Delighted 16 18
INTERPRETATION:
This implies that according to the respondents, Suzuki Access is
more stylish and colorful than Honda Activa.
ALLANA INSTITUTE OF MANAGEMENT SCIENCES, PUNE.
32
20
36
44
32
36
0
5
10
15
20
25
30
35
40
45
in
percentage
ACTIVA 32 36 32
ACCESS 20 44 36
Dissatisfied Satisfied Delighted
49
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Handling and control expectation of respondent from their
bike .
Minimum 14
Moderate 50
Maximum 36
INTERPRETATION:
This implies, respondents are expecting moderate Handling and
control from their bike.
Handling and control of HONDA ACTIVA and SUZUKI
ACCESS
ALLANA INSTITUTE OF MANAGEMENT SCIENCES, PUNE.
14
50
36
0
10
20
30
40
50
in
percentag
Series1 14 50 36
M inimum M oderate Maximum
50
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ACTIVA ACCESSMinimum 21 18Moderate 12 17
Maximum 17 15
INTERPRETATION:
This implies that its easy to handle and control Suzuki Access than
Honda Activa.
ALLANA INSTITUTE OF MANAGEMENT SCIENCES, PUNE.
42
36
24
34 34
30
0
5
10
15
20
25
30
35
40
45
in
percentage
ACTIVA 42 24 34
ACCESS 36 34 30
Minimum Moderate Maximum
51
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Satisfaction level of respondent
ACTIVA ACCESS
Dissatisfied (poor) 16 11
Satisfied (good) 22 23
Delighted (very good) 12 16
INTERPRETATION:
This implies that the respondents of Suzuki Access are more
satisfied with the handling and control of their bike than HondaActiva.
ALLANA INSTITUTE OF MANAGEMENT SCIENCES, PUNE.
32
22
4446
24
32
0
5
10
15
20
25
30
35
40
45
50
in
percentage
ACTIVA 32 44 24
ACCESS 22 46 32
Dissatisfied
(poor)
Satisfied
(good)
Delighted
(very good)
52
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Comfort expectation of respondent from their bike
Minimum 24
Moderate 30
Maximum 46
INTERPRETATION:
This implies that the respondents expect maximum comfort from
their bike.
ALLANA INSTITUTE OF MANAGEMENT SCIENCES, PUNE.
24
30
46
0
5
10
15
20
25
30
35
40
45
50
in
percentage
Series1 24 30 46
Minimum Moderate Maximum
53
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Comfort which the respondent got from HONDA ACTIVA and
SUZUKI ACCESS
ACTIVA ACCESS
Minimum 06 05
Moderate 25 25
Maximum 19 20
INTERPRETATION:
This implies that Suzuki Access is more comfortable than Honda
Activa.
Satisfaction level of respondents.
ALLANA INSTITUTE OF MANAGEMENT SCIENCES, PUNE.
1210
50 50
3840
0
5
10
15
20
25
30
35
40
45
50
in
percentage
ACTIVA 12 50 38
ACCESS 10 50 40
Minimum Moderate Maximum
54
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24
18
5456
2226
0
10
20
30
40
50
60
in
percentage
ACTIVA 24 54 22
ACCESS 18 56 26
Dissatisfied
(poor)
Satisfied
(good)
Delighted
(very good)
ACTIVA ACCESS
Dissatisfied (poor) 12 09
Satisfied (good) 27 28Delighted (very good) 11 13
INTERPRETATION:
This implies that the satisfaction level of comfort is same of both
the bikes.
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Pickup expectation of respondents from their bike.
INTERPRETATION:
This implies that the respondents are expecting that the pickup oftheir bike should be powerful.
Pickup of HONDA ACTIVA and SUZUKI ACCESS
ALLANA INSTITUTE OF MANAGEMENT SCIENCES, PUNE.
Poor 14
Good 30
Very good 56
14
30
56
0
10
20
30
40
50
60
in
percentage
Series1 14 30 56
Poor Good Very good
56
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ACTIVA ACCESSPoor 09 07
Good 25 25
Very good 16 18
INTERPRETATION:
This implies that Suzuki Access is more powerful than Honda
Activa with respect to pickup.
Satisfaction level of respondents
ALLANA INSTITUTE OF MANAGEMENT SCIENCES, PUNE.
1814
50 50
3236
0
10
20
30
40
50
in
percentage
ACTIVA 18 50 32
ACCESS 14 50 36
Poor Good Very good
57
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ACTIVA ACCESS
Dissatisfied (poor) 12 09
Satisfied (good) 27 28
Delighted (very good) 11 13
INTERPRETATION:
This implies that the respondents of Suzuki Access are more
satisfied with the pickup of their bike than Honda Activa.
ALLANA INSTITUTE OF MANAGEMENT SCIENCES, PUNE.
24
18
5456
22
26
0
10
20
30
40
50
60
inpercentage
ACTIVA 24 54 22
ACCESS 18 56 26
Dissatisfied
(poor)
Satisfied
(good)
Delighted
(very good)
58
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Storage space provided by Honda activa and Suzuki Access.
ACTIVA ACCESS
Minimum 06 05
Moderate 24 25
Maximum 20 20
INTERPRETATION:This implies that both the bikes are having similar storage space.
Satisfaction level of respondents.
ALLANA INSTITUTE OF MANAGEMENT SCIENCES, PUNE.
1210
4850
40 40
0
5
10
15
20
25
30
35
40
45
50
in
percentage
ACTIVA 12 48 40
ACCESS 10 50 40
Minimum Moderate Maximum
59
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ACTIVA ACCESSDissatisfied 05 05
Satisfied 27 25
Delighted 18 20
INTERPRETATION:
This implies that the respondents of both the bike are satisfied with
the storage space of their bikes.
Respondents who liked either Honda Activa or Suzuki Access.
ALLANA INSTITUTE OF MANAGEMENT SCIENCES, PUNE.
10 10
5450
36
40
0
10
20
30
40
50
60
inpercentage
ACTIVA 10 54 36
ACCESS 10 50 40
Dissatisfied Satisfied Delighted
60
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ACTIVA ACCESSRespondents liking 50 50
INTERPRETATION:
This implies that 50% respondents liked Honda Activa and 50%
respondents liked Suzuki Access.
Reasons why the respondents liked Honda Activa and Suzuki
Access.
ALLANA INSTITUTE OF MANAGEMENT SCIENCES, PUNE.
50 50
0
5
10
15
20
25
30
35
40
45
50
Series1 50 50ACTIVA ACCESS
61
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Activa Access
Mileage 8 7
Looks 10 12
Handling and control 12 9
Comfort 8 8
Pickup 6 7
Storage space 6 7
INTERPRETATION:
This implies that the respondents like Honda Activa since it gives
better mileage than Suzuki Access. This also implies that the
respondents like Suzuki Access since it is more stylish and colorful.
ALLANA INSTITUTE OF MANAGEMENT SCIENCES, PUNE.
16
14
20
24 24
18
1616
12
14
12
14
0
5
10
15
20
25
in
percentage
Activa 16 20 24 16 12 12
Access14 24 18 16 14 14
Mileage Looks
Handling
and
control
Comfort PickupStorage
space
62
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63/85
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According to the data analysis, it was found that :
1) Most of the respondents are getting more mileage from
Suzuki Access than Honda Activa.
2) The looks of Suzuki Access were found to be more stylish,
and colorful.
3) The handling and control of Suzuki Access was found to be
smoother than Honda Activa.
4) Suzuki Access was found to be more comfortable than
Honda Activa.
5) Since Suzuki Access is 125cc bike, the pickup of Suzuki
Access was found to be more than that of Honda Activa.
6) The Storage space of Suzuki Access under the seat was
found to be more than that of Honda Activa.
7) The waiting period of Honda Activa is more than Suzuki
Accesss.
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The basic objective of the study was to know the market potential of
Honda Activa. The other objective of the study was to find the reasons
due to which the sales growth of Honda Activa has gone down the
ladder. Comparative analysis of the features of Honda Activa and
Suzuki Access was also one of the objectives of the study.
According to the results, it was found that by comparing Honda Activa
and Suzuki Access, Suzuki Access has an added advantage over Honda
Activa in some areas like mileage, comfort, handling and control and
pickup.
As per the BCG Matrix the client i.e. Honda is the star i.e. the market
growth rate of scooters is high as well as Honda Activa had a high
relative market share. Taking into consideration these points the client
i.e. Honda should do following things to compete with its competitors:
1. Manufacturing capacity should be increased.
2. There should be aggressive promotional activities.
3. There should be some innovations in the product.
The waiting period of the product delivery should be reduced.
There should be proper supply of the product whenever the demand
arises. Measures should be taken to ensure smooth and compassionate
interaction of dealers with customers.
Aggressive promotional activities means the client i.e. Honda should
provide attractive schemes and offers to the new customers as well as
should come up with innovative schemes for existing customers. For
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instance, customer who has completed one year with Honda Activa gets a
free service or some discount voucher, etc.
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STAR:Increase Manufacturing CapacityAggressive Promotional Activities.Innovations in the Product.
???
CASH COW DOGS
HIGH
Low
LOw
High
As per the BCG Matrix the client i.e. Honda is the star i.e. the market
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growth rate of scooters is high as well as Honda Activa had a high
relative market share. Taking into consideration these points the client
i.e. Honda should do following things to compete with its competitors:
1. Manufacturing capacity should be increased.
2. There should be aggressive promotional activities.
3. There should be some innovations in the product.
The waiting period of the product delivery should be reduced.
There should be proper supply of the product whenever the demandarises.
Measures should be taken to ensure smooth and compassionate
interaction of dealers with customers.
Aggressive promotional activities means the client i.e. Honda should
provide attractive schemes and offers to the new customers as well as
should come up with innovative schemes for existing customers. For
instance, customer who has completed one year with Honda Activa gets
a free service or some discount voucher, etc.
The after sales service for the scooter should be such that the mileage,
looks, comfort, handling, control and pickup should be maintained, this
will help Honda get a sustainable competitive advantage with regards
to after sales service.
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QUESTIONNAIRE
Centre
PUNE 1
DATE OF INTERVIEW
D D M M Y Y Y Y
2 0 0 8
Name of the
respondent
Address
Landmark
Pin code
Telephone No.
------------------------------------------------------------------------------------------------------
CONTACT ANY ADULT MALE
Good / Namaste. I am from the Indian Market Research Bureau International, a
leading market research organization. We conduct studies among various households
on various products. Currently we are doing a study on 2 wheelers in your locality.
Could you spare some time to answer a few questions?
QUOTA GRIDRESPONDENT
PROFILE
ATSc CURRENT
OWNERS
CURRENT OWNERS 1 Current owners of Activa 1
INTENDERS 2 Current owners of Access 2
Q.1 SHOW CARD A Do you or any member of your household, any relatives or
friends is currently working or has ever worked for any of these organizations?
MULTICODING POSSIBLEAdvertising Agency 1
TERMINATEMarket Research Agency 2Manufacturer of Cars / Scooters / Motorcycles / Mopeds / Automatic Scooters 3
Firms Engaged in Distribution or Marketing of any Vehicles 4
Public Relations Agency/ Mass Communication / Media 5
Bank 6CONTINUE
Government Service 7
None of the Above 8
235 - 243
Q.2 For how many years have you been residing in this city? SINGLE CODING
ONLY
One Year or less 1
TERMINATEFor the last one
year
2
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More than a year 3 CONTINUE
Q.3 Have you participated in any market research interview or group discussion in
the last 1 year? SINGLE CODING ONLY
Yes 1 TERMINATE
No 2 CONTINUE
Q.4 Can you please tell me, whether you have recently bought any Automatic
Scooter in your household? By recently I mean in the last 3 months (March,
April or May). SINGLE CODING ONLY
Yes 1
No 2
Q.5 Can you please tell me, whether you are intending to purchase a new (not
second hand) Automatic Scooter in your household in the Next 3 Months?
SINGLE CODING ONLY
Yes 1
No 2
FIELD INSTRUCTIONS
CRITERIA
CLASSIFY
RESPONDENT
AS
ACTION TO BE
TAKEN
If the respondent is currently owning a ATSc
(coded 1-yes in Q4)
AND
Respondent wants to purchase a ATSc in the
next 3 months (coded 1-yes in Q5)
DEPENDING
UPON THE
QUOTA
REQUIREMENTS
CLASIFY AS
OWNEROR
INTENDER
ASK SECTION 1
THEN
SECTION 2
If the respondent is currently owning a ATSc
(coded 1-yes in Q4)
ANDRespondent does not want to purchase a
ATSc in the next 3 months (coded 2-no in
Q5)
CURRENT
OWNER
ASK SECTION 1
THEN SKIP TOCLASSIFICATION
SECTION
If the respondent is currently not owning a
ATSc (coded 2 in Q4)
AND
Respondent wants to purchase a ATSc in the
next 3 months (coded 1 in Q5)
INTENDER
GO TO
SECTION 2 AND
THEN TO
CLASSIFICATION
If the respondent is currently not owning a
ATSc (coded 2 in Q4)
ANDRespondent does not want to purchase a
ATSc in the next 3 months (coded 2-no in
TERMINATE
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Q5)
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SECTION 1 USERSQ.6 Please tell me which all brands of Automatic Scooter do you currently own in your
household? SINGLE CODING POSSIBLE
Maker name Model name
Currently
owned
Honda / HMSI Activa 16
Suzuki Access 17
Others(Pls
Specify)_____________
CONTINUE ONLY IF ANY ONE OF ACTIVA (16)) OR ACCESS (17) IS CODED INQ6 (Most Driven)
CRITERIA CURRENT OWNER type
If Activa 16 coded in Q6 (Most Driven) Owner of
Activa
1
If Access 18 coded in Q6 (Most Driven )Owner of
Access
2
ASK ONLY TO MOST DRIVEN OWNERS OF ACTIVA (16 IN Q6) & ACCESS (18 INQ6)
Q.7 When did you purchase ______________(READ BRAND OWNED AS CODED
MOST DRIVEN IN Q6) in your household? SINGLE CODING FOR EACH
BRAND
ACTIVA ACCESS
Before 1st March 2008 1 1 TERMINATE
On or After 1st March 2008 2 2 CONTINUE
CONTINUE ONLY IF 2 On or after 1st March 2008 IS CODED IN Q7 FOR BOTH
ACTIVA AND ACCESS
MILEAGE
Q.8a HOW MUCH MILEAGE DO YOU EXPECT FROM YOUR BIKE?
30-40 1
40-50 2
50 & above 3
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Maximum 3
Q.10b CAN YOU TELL ME HOW THE HANDLING AND CONTROL OF YOUR
BIKE IS?
Minimum 1
Moderate 2
Maximum 3
Q.10c ARE YOU SATISFIED WITH THE HANDLING AND CONTROL OF YOUR
BIKE?
Dissatisfied (poor) 1
Satisfied (good) 2
Delighted (very good) 3
COMFORT
Q.11a CAN YOU TELL ME WHAT KIND OF COMFORT DO YOU EXPECT FROMYOUR BIKE?
Minimum 1
Moderate 2
Maximum 3
Q.11b CAN YOU TELL ME HOW THE COMFORT OF YOUR BIKE IS?
Minimum 1
Moderate 2
Maximum 3
Q.11c ARE YOU SATISFIED WITH THE COMFORT OF YOUR BIKE?
Dissatisfied (poor) 1
Satisfied (good) 2
Delighted (very good) 3
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PICK UP
Q.12a CAN YOU TELL ME WHAT KIND OF PICK UP DO YOU EXPECT FROM
YOUR BIKE?
Poor 1
Good 2
Very good 3
Q.12b CAN YOU TELL ME HOW THE PICK UP OF YOUR BIKE IS?
Poor 1Good 2
Very good 3
Q.12c ARE YOU SATISFIED WITH THE PICK UP OF YOUR BIKE?
Dissatisfied (poor) 1
Satisfied (good) 2
Delighted (very good) 3
STORAGE SPACE
Q.13a HOW WILL YOU RATE THE STORAGE SPACE OF YOUR BIKE?
Minimum 1
Moderate 2Maximum 3
Q.13b ARE YOU SATISFIED WITH THE STORAGE SPACE OF YOUR BIKE?
Dissatisfied 1
Satisfied 2
Delighted 3
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SECTION 2 INTENDERSQ14. Which brand of Automatic Scooter you are planning to purchase in the Next 3Months? MULTIPLE CODING POSSIBLE
Maker name Model name Q14
Intending to purchase in
next 3 months
Honda / HMSI Activa 16
Suzuki Access 17
Others(Pls
Specify)_____________
CONTINUE ONLY IF ANY ONE OF ACTIVA (16) OR ACCESS (17) IS CODED IN
Q14
Q.15 Please tell me your age? RECORD AGE IN THE SPACE GIVEN BELOW WITH
LEADING ZEROES AND POST CODE IN THE GRID
IN YEARS WITH
LEADING
ZEROES
GRIDLess than 30 years 1
30 to 39 years 2
40 years & above 3
Type of respondents AGE
CRITERIA
Action to be
taken
In case of Intenders (Q14)
of
Activa & Access
Coding either
16 or 17 or 18
in Q14
If 2 30 to 39
years
is coded in Q15
THEN
CONTINUE,
ELSE
TERMINATE
In case of most driven of
Activa and Access
Coded 16
Activa or 18
Access in Q6
If 2 30 to 39
years
is coded in Q15
THEN
CONTINUE,
ELSE
TERMINATE
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Q.16 Please tell me your monthly household income? RECORD INCOME IN THE
SPACE GIVEN BELOW WITH LEADING ZEROES AND POST CODE INTHE GRID BELOW
Rs.
RECORD WITH LEADING ZEROES
POST CODE IN THE GRID
Below Rs. 13000 1
Rs. 13001 Rs. 15000 2
Rs. 15001 Rs. 30000 3
Rs. 30001 - Rs. 50000 4
Rs. 50001 and above 5
Type of respondents MHI
CRITERIA
Action to be
taken
In case of Intenders (Q14)
of either
Activa or Access
Coding either
16 or 17 or 18
In Q14
If 1 Below Rs.
13000
is coded in Q16
THEN TERMINATE,
ELSE CONTINUE
In case of most driven ofActiva and Access
Coded 16
Activa or 18 Access in Q6
If 1 Below Rs.
13000is coded in Q16
THEN TERMINATE,
ELSE CONTINUE
Q.17 WHICH BIKE WOULD YOU LIKE THE MOST?
Activa 1
Access 2
Q.18 WHY WOULD YOU SAY SO?
Mileage 1
Looks 2
Handling and control 3
Comfort 4
Pickup 5
Storage space 6
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STRENGTHS:
1. Honda Activa is the market leader.
2. Have proper service station.
3. Price of the product is less.
4. Brand name in the market.
WEAKNESSES:
1. No innovations in the product since seven years.
2. The waiting period for the product is high.
3. The behaviour of the dealers with the customers is not proper.
OPPORTUNITY:
1. Tremendous growth in the gearless automatic scooters.
2. Honda can target new markets.
THREATS:
1. Competitors are coming up with more added features in their scooters.
2. Middle class people are switching over to non-petrol vehicles.
ALLANA INSTITUTE OF MANAGEMENT SCIENCES, PUNE. 83
8/14/2019 Qadir Final[1]
84/85
ALLANA INSTITUTE OF MANAGEMENT SCIENCES, PUNE. 84
8/14/2019 Qadir Final[1]
85/85
BIBLIOGRAPHY
Marketing Management by Phillip Kotler
Strategic Management by David A. Aaker
Marketing Research by G. C. Beri
WEBLIOGRAPHY
www.mouthshut.com
www.google.com
www.honda2wheelersindia.com
www.autosmaxabout.com
www.polarismr.com
http://www.mouthshut.com/http://www.google.com/http://www.honda2wheelersindia.com/http://www.autosmaxabout.com/http://www.polarismr.com/http://www.mouthshut.com/http://www.google.com/http://www.honda2wheelersindia.com/http://www.autosmaxabout.com/http://www.polarismr.com/