COMPANY PROFILE

Honda is the world's largest manufacturer of 2-wheelers. Its symbol, the Wings, represents the company's unwavering dedication in achieving goals that are unique and above all, conforming to international norms. These wings are now in India as Honda Motorcycle & Scooter India Pvt. Ltd. (HMSI), a wholly owned subsidiary of Honda Motor Company Ltd., Japan. These wings are here to initiate a change and make a difference in the Indian 2-wheeler industry. Honda's dream for India is to not only manufacture 2wheelers of global quality, but also meet and exceed the expectations of Indian customers with outstanding after sales support. They are world leaders in motorcycles and also pioneer in four-stroke technology. It has manufacturing operations in 32 countries with 109 productions bases. They have collaborators and technical ties their own subsidiary. Before Honda came to India they made a survey of a two wheeler market, which was dominated by bullet and yezdi motor cycles, which were old technology and also with an outdated, look during time, Honda motor company ltd realized there was a huge demand for technically advanced fuel efficient, lighter machines. In addition to this, their study also revealed poor public transportation at an economical and affordable price of having personal mode of transportation at an economical and affordable price was need pf the hour. Hence, Honda motor company ltd established its own manufacturing unit in India.

Honda Motor Co., Ltd. operates under the basic principles of "Respect for the Individual" and "The Three Joys" commonly expressed as The Joy

of Buying, The Joy of Selling and The Joy of Creating. "Respect for the Individual" reflects our desire to respect the unique character and ability of each individual person, trusting each other as equal partners in order to do our best in every situation. Based on this, "The Three Joys"

Expresses our belief and desire that each person working in, or coming into contact with our company, directly or through or products, should share a sense of joy through that experience. In line with these basic principles, since its establishment in 1948, Honda has remained on the leading edge by creating new value and providing products of the highest quality at a reasonable price, for worldwide customer satisfaction. In addition, the Company has conducted its activities with a commitment to protecting the environment and enhancing safety in a mobile society. The Company has grown to become the world's largest motorcycle manufacturer and one of the leading automakers. With a global network, subsidiaries and affiliates accounted for under the equity method, Honda develops, manufactures and markets a wide variety of products, ranging from small general-purpose engines and scooters to specialty sports cars, to earn the Company an outstanding reputation from customers worldwide. Soichiro Honda was born on November 17, 1906, in Komyo Village (now Tenryu City), Iwata County, Shizuoka Prefecture, as the eldest son of

Gihei Honda and his wife Mika. Gihei was a skilled and honest blacksmith and Mika an accomplished weaver. The family was poor but Soichiros upbringing was happy, even though his parents were insistent about the need for basic discipline. It was thanks to the thorough education

he received from his father that Mr. Honda, despite his freewheeling, irrepressible personality, hated nothing more than inconveniencing others and was always punctual about keeping appointments. He also inherited from his father his inborn manual dexterity and his curiosity about machines. After a while Gihei opened a bicycle shop. Bicycles were at last starting to become really popular in Japan and when people asked Gihei to repair their machines, he sensed a business opportunity. As well as working as a blacksmith he put his natural skills and willingness to learn to good effect, repairing second-hand bicycles and re-selling them at competitive prices. From this moment his business began to be seen as the best bicycle store in the neighborhood.

Consistent quality worldwide

Honda is a global company with manufacturing operations and sales networks all over the world. Furthermore, our products are enjoyed by people in numerous countries. This global success is built upon the renowned quality of Honda's products and made possible by the passion and dedication of Honda associates everywhere. Wherever you are, you can always count on the quality of Honda products. Maintaining a global

viewpoint, we are dedicated to supplying products of the highest quality at a reasonable price for worldwide customer satisfaction.Dreams inspire us to create innovative products that enhance mobility and benefit society. To meet the particular needs of customers in different regions around the world, we base our sales networks, research & development

centers and manufacturing facilities in each region. Furthermore, as a socially responsible corporate citizen, we strive to address important environmental and safety issues

R&D for the future

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

Inspiring our customers

By creating products and services that highlight the core values that make Honda unique, we would like to provide our customers with joy and excitement beyond their expectations. Honda will continue to create such

Inspiring experiences for our customers by offering mobility that is always ahead of the times. In this way, Honda products will be loved and enjoyed by customers of all generations.

Taking to the skies

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

Expanding New Values for customers worldwide

The ultimate goal of our sales activities worldwide is to satisfy our customers so that they will continue to come back for more Honda quality products. That's why we put heartfelt effort into our services, responding to changing values and increasingly sophisticated needs. We're always working to improve the quality of our customer relations providing friendly and attentive sales, responsive service support, thorough maintenance and repairs so customer satisfaction constantly grows.

Honda also continues to develop sales and service systems best suited to community needs. In that way, "life with a Honda" brings new joy to people and places worldwide. Starting in Japan in 2006, Honda began unifying its multiple car-dealership

Channels into a single Honda sales channel - seeking to strengthen the Honda brand, enhance customer satisfaction, and help ensure lifetime customer loyalty.

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

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

Management of Information Security

We will appropriately manage information security such as the locking of storage cabinets, and carefully managing computers and security passwords.

Confidential Information Disclosure Prevention: We will not

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

AN OVERVIEW OF HONDA MOTORCYCLE & SCOOTTER INDIA PRIVATE LIMITED (HMSI)

The Honda Activa is a motor scooter made by Honda Motorcycle and Scooter India. It was launched in India in 2000. It is a 102 cc, 7 BHP scooters. The mileage on the highway averages around 50 km/l and in cities around 40. It has been quite successful in India. The design dates to the year 2000. It competes with newer scooters like the Kinetic Blaze. Honda Motorcycle & Scooter India, Private Limited (HMSI) is the wholly owned Indian subsidiary of Honda Motor Company, Limited, Japan.[1] Founded in 1999,[1] it was the fourth Honda automotive venture in India, after Hero Honda, Kinetic Honda Motor Ltd and Honda Siel Cars India Limited.. The entry of Honda into the Indian market as HMSI began with the launch of the Honda Activa, a 100cc scooter. A slightly modified trendier version of the Activa was soon launched, as the Honda Dio. Honda Eterno was launched thereafter to add to the portfolio of HMSI's scooters. The Honda Unicorn was the first motorcycle released by HMSI. The Honda Shine has since been released.

PRODUCT PROFILE

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

The Honda Activa is equipped with a number of new functions and mechanisms, introduced for the first time in India. It is designed to offer

great functionality Performance, economy and ease of handling and maintenance to a wide cross-section of the Indian society.

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

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

Company Stroke Maximum Power Displacement Honda

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

Technical Specifications
Engine Type 4-stroke, Single cylinder, air cooled, OHC

Displacement 102 cc Max. Power 7 Bhp @ 7000 rpm

Max. Torque 0.8 Kg-m @ 5500 rpm Transmission V-matic Ignition Fuel Tank Capacity Electrical Battery Headlamp Chassis Frame Dimensions (lxbxh) Wheel Base Seat Height Ground Clearance Suspension Front Bottom Link with spring loaded hydraulic damper High rigidity Under Bone type 1765 x 715 x 1130 mm 1235 mm 760 mm 145 smm 12V, 5Ah 35W Self / Kick 6 liters

Rear Tyre Size Front Rear Brakes Front Rear

Unit swing with spring loaded hydraulic damper

3.50 - 10, 4 PR 3.50 - 10, 4 PR

Drum, 130 mm dia Drum, 130 mm dia

Striking Features

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

Designed for Everyone

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

Activa incorporates better rider comfort and includes the puncture-resistant "tuff-up" tyre and tube combination. It has low riding height and low noise 4-cycle engine. It gives the mileage of about 45 km per liter in the long run.

Color Variants

Strand Silver Metallic Black Geny Grey Metallic Azure Blue Metallic Misty Pink Metallic

By design, the Activa lets anybody in the family get their hands on it. To make riding fun, we removed the gears and retained only those controls which can be safely left to your reflexes. Like the accelerator and the brakes in a lightweight body. So now, mothers can enjoy an easy ride while fathers will appreciate its sturdy build. Honda Activa good in design, Honda Activa is more than just a mean of transportation. The tyres of the Honda Activa

have double layered tubes with fluid in between. This seals the air leakage in case of a puncture to ensure that the rider enjoys a puncture-less ride. In fact, an Activa has something in it for everyone. Weve got two new colour graphic stickers, a flamboyant one for the young rider who adheres to style. And for the mature rider we have got a more sober looking sticker, a reflection of their personality. Youll never see ease, technology and style come together in such a smooth way. As in the Honda Activa.

DATA ANALYSIS AND INTERPRETATION

Table showing the age profile of the respondents

Age group No of Respondents 20-25 25-30 30-40 30 34 20 30% 34% 20% Percentage

>40 TOTAL

16 100

16% 100%

Table 1

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

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

Age group of the respondents

40

35

30

Percentage
25 20

15

10

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

Table showing the gender profile of the respondents.

Gender

No of respondents

Percentage

Male Female Total

60 40 100

60% 40% 100%

Table 2

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

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

Gender profile of the Respondents

Female 40%

Male 60%

Table showing the occupation of the respondents

Occupation

No of respondents

Percentage

Business

16

16%

Student Employee Government Employees Others Total

30 38 12

30% 38% 12%

4 100

4% 100%

Table 3

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

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

Occupation of the Respondents

40

35

30

25 Percentage

20 38

15

30

10 16 12 5 4 0

Business

Student

Employee

Government

Others

Table showing the income of the respondents

Table 4

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

Annually Income 1,00,000-1,50,000 1,50,000-2,00,000 2,00,000-2,50,000 2,50,000-3,00,000 Above-3,00,000 Total

No of respondents 14 20 26 18 22 100

Percentage 14% 20% 26% 18% 22% 100%

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

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

Annually Income of the Respondents

0.3

0.25

No.of Respondents

0.2

0.15

0.1

0.05

0 100000150000 150000200000 200000250000 Frequency 250000300000 Above 300000

Do you have the plans to buy a two wheeler?

Particular

No of Respondents

Percentage

YES NO Total

80 20 100

80% 20% 100%

Table 5

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

Inference
Regarding plans of Purchasing Two-Wheeler is 80 out of 100 respondents had intention of buying a two-wheeler and 20% of the respondents are dont have plans to buy a two wheeler.

Buyers ratio of a Two-Wheelers

NO 20%

YES 80%

Which type of two-wheelers vehicle will you prefer?

Frequency

No of Respondents

percentage

Scooter Motor Cycle Moped Total

8 12 60 80 Table 6

10% 15% 75% 100%

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

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

Respondents of Two-Wheeler vehicle

70

60

50

Respondents

40

30

60

20

10

0
12 8

0 Scooter Motorcycle Moped

Table showing if you decide to buy a two-Wheelers which brand will you go for?

Particulars Honda Kinetic TVS Bajaj Others Total

Respondents 33 8 10 6 3 60

Percentage 55% 13.33% 16.67% 10% 5% 100%

Table 7

Analysis
From the above table it is clear that 55% of the respondents belongs to the Honda, 13.33% belongs to the Kinetic, 16.67% belongs to the TVS, 10% of the respondents belongs to Bajaj and 5% of the respondents belongs to Others.

Inference
Here among 60 respondents, 33 respondents are decide to buy a twoWheelers of Honda brand, 8 respondents decide to buy Kinetic, 10 respondents decide to buy TVS, 6 respondents are decide to buy Bajaj and 3 respondents decide to buy other brand. It shows that the demand for the Honda is high when compared to other brands So here the Market potential of the Honda brand is Strong.

Respondents Preference of Brand in Two-Wheelers.

60

50

40

Percentage

30 55

20

0
10 16.67 13.33 10 5 0 Honda Kinetic TVS Bajaj Others

Table showing which moped vehicle do you prefer in Honda?

Particulars

No of Respondents 6 25 2 33

Percentage

HONDA AVIATOR HONDA ACTIVA HONDA DIO Total

18.18% 75.76% 6.06% 100%

Table 8

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

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

Respondents preference of Moped Vehicle in Honda

Honda dio, 6.06%

Honda Avitor, 18.18%%,

Honda Activa, 75.76%,

Table showing which colour do you prefer for Honda Activa

Particular STRAND SILVER METALLIC BLACK GENY GREY METALLIC BLUE METALLIC MISTY PINK METALLIC Total

No of Respondents 10

Percentage 40%

8 4

32% 16%

2 1

8% 4%

25 Table 9

100%

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

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

Respondents preference of colour in Honda Activa

MISTY PINK METALLIC 4%

STRAND SILVER METALLIC 40%

BLUE METALLIC 8%

GENY GREY METALLIC 16%

Black, 32%

Table showing what was your intention behind deciding for Honda Activa?
ATTRIBUTES MARK/Ranking Percentage

MILEAGE POWER & PICK UP RIDING COMFORT PRICE AFTER SALE SERVICE ROAD GRIP BRAND EQUITY TOTAL
Table 10

5 4 4 1 1 3 7 25

20 16 16 4 4 12 28 100

Analysis
It has been observed that 5 respondents are given the first preference to mileage, 4 respondents are given the preference to Power and pick up. And again another 4 respondents are given the preference to Riding comfort, 1 respondent for price, another 1 respondent for after sale service, 3 for Road grip and 7 respondents for the Brand Equity.

Inference
Here most of the respondents are choused the Brand Equity because the value of the Honda brand is from a consumer perspective; here the Honda Brand Equity is based on consumer attitudes about positive Brand attributes and favorable consequences of the Honda Brand and it shows that Customer having Brand awareness about the Honda Activa Vehicle in the Market is high

Attributes looked in Honda Activa by the Respondents

Brand Loyalty

28% 12% 4% 4% 16% 16% 20% 0% 5% 10% 15% 20% 25% 30%

Attributes

Road Grip

After sale service price Riding Comfort Power & pickup Mileage

Percentage

Table showing from which source you came to be aware of this Brand
Particular PRINT MEDIA 4 ELECTRONICAL MEDIA FRIENDS DEMO DISPLAY Total OR 6 14 1 16% 24% 56% 4% No of Respondents Percentage

25 Table 11

100%

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

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

60

50

40

Percentage

30

20

10

0 Print Media Electronical Friends Demo or Display

Source

FINDINGS

 The Survey reveals that all the customers are aware of all mentioned Brands of Two- wheelers in the Market. It is found that Mileage and Brand Equity are the most important Attributes customer looks for before deciding to purchase a Twowheeler. Riding Comfort, road grip and Pick up are also given due importance. We found that Honda Activa is preferred by both Male and Female. The most of the Respondents are preferred Honda Activa so by this we came to know that the Market Potential for Honda Activa is high. The Respondents find the Brand Equity and Mileage are the most satisfying attributes in HONDA ACTIVA. These two are the main reasons for HONDA ACTIVA is one of the most preferred Twowheelers among the various Brands mentioned in the questionnaire. The price of Honda Activa is high when compared to other brands.

SUGGESTIONS

 Young people prefer Two-wheelers than others. So the advertisement should be aimed towards them. The price of the vehicle is high, so it should be reduced so which will increase in sales. There should be more advertisement on Print media and Demo or display. Road grip of the Honda Activa need to be improved. Honda Activa after sales service should be improved

CONCLUSION
Honda is one of the world's largest manufacturer of 2-wheelers.To conclude a study conducted on Market Segmentation and Brand Awareness towards

Honda Activa to explore certain facts and figures about the customers. Views regarding the two-Wheeler generally people is the higher compare to cars because it is treated as necessity. After Market Potential and Brand awareness of Honda Activa It shows that the demand for the Honda Moped is high when compared to other brands so here the Market potential of the Honda brand is Strong. The study reveals that most of the respondents especially the Employees and the students given more preference to purchase the Honda Activa vehicle. The wings are here to initiate a change and make a difference in the Indian 2-wheeler industry. Honda's dream for India is to not only manufacture 2-wheelers of global quality, but also meet and exceed the expectations of Indian customers with outstanding after sales support.

QUESTIONNAIRE

MARKET POTENTIAL AND BRAND AWARENESS TOWARDS HONDA ACTIVA IN BANGALORE CITY. (FOR NON-USERS)

NAME :

AGE :

SEX: MALE (

), FEMALE (

OCCUPATION:

BUSINESSMAN GOVERNMENT EMPOLOYEE EMPLOYEE (PVT CO.) STUDENT OTHERS

( ( ( ( (

) ) ) ) )

ANNUALLY INCOME:

1.00,000-1,50,000 1,50,000-2,00,000 2,00,000-2,50,000 2,50,000-3,00,000 Above 3,00,000

( ( ( ( (

) ) ) ) )

6 DO YOU HAVE PLANS TO BUY A TWO-WHEELER? YES NO ( ( ) )

7 WHICH TYPE OF TWO-WHELLER VEHICLE WILL YOU PREFER

SCOOTER MOTOE CYCLE SCOOTERETTES/MOPED

( ( (

) ) )

8 IF YOU DECIDE TO BUY A TWO-WHEELER WHICH BRANDS WILL YOU GO FOR?

HONDA KINETIC TVS BAJAJ OTHERS

( ( ( ( (

) ) ) ) )

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

9 IN HONDA WHICH MOPED VEHICLE DO YOU PREFER?

HONDA AVITOR HONDA ACTIVA HONDA DIO

( ( (

) ) )

10 WHICH COLOUR DO YOU PREFER FOR HONDA ACTIVA

STRAND SILVER METALLIC BLACK GENY GREY METALLIC BLUE METALLIC MISTY PINK METALLIC

( ( ( ( (

) ) ) ) )

11 WHAT WAS YOUR INTENTION BEHIND DECIDING FOR HONDA ACTIVA? (WHAT IS YOUR FIRST PREFERENCE TICK ANY ONE)

ATTRIBUTES MILEAGE POWER & PICK UP RIDING COMFORT PRICE AFTER SALE SERVICE ROAD GRIP BRAND LOYALTY

MARK

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

PRINT MEDIA ELECTRONICAL MEDIA FRIENDS DEMO OR DISPLAY

( ( ( (

) ) ) )

13 WHAT IS YOUR OPINION TOWARDS HONDA ACTIVA? EXPLAIN IN FEW WORDS?

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BIBLIOGRAPHY

BOOKS PRINCILES OF MARKETING -BY PHILIP KOTLER AND GANDHI CONSUMER BEHAVIOUR - DR.K.ASHWATHAPPA

INTERNET www.world.honda.com www.honda2wheelersindia.com www.automobileindia.com www.surfindia.com