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The Honda City is a subcompact carmanufactured by the Japanese
manufacturerHonda since 1981, and was exclusive in Japan atHonda Clio locations at
its introduction. Originally made for the Japanese, European and Australasian markets,
the City was retired without replacement in 1994. The nameplate was then revived for
use on a series of compact four-door sedans particularly aimed at developing markets,
mainly sold in Asia outside of Japan but lately also in Latin America and Australia.
The Honda City is produced in a number of locations around the world including India,
Pakistan, Philippines and Thailand.
In July 2009, the City was for the first time to be built and marketed (in large numbers)
outside Asia, with production in Sumar, Brazil. The car was available for sale in the
Brazilian market first, with exports to Mexico and other markets in Latin America
beginning from September 2009.
Since March 2011, with the opening of a new factory, the Honda City also began to be
manufactured in Argentina. It is the first car built by Honda in Argentina (and the first
Japanese passenger car made in Argentina) and will be exported to the all countries of
South America alongside with Citys built in the Brazilian Sumar plant.
In September 2011, Honda Automobile (Thailand) Ltd revealed the revamped Honda
City, with new front grille design, new front and rear bumpers, new tail lamps design,
new alloy wheels, eco driving indicator and dual front airbags to every model. The
revised model was launched in India in December 2011 including five variants -
http://en.wikipedia.org/wiki/Subcompact_carhttp://en.wikipedia.org/wiki/Hondahttp://en.wikipedia.org/wiki/Honda#Japanhttp://en.wikipedia.org/wiki/Subcompact_carhttp://en.wikipedia.org/wiki/Hondahttp://en.wikipedia.org/wiki/Honda#Japan -
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Corporate, E, S, V and V (Sunroof)- and increased ground clearance to 165mm
(previously 160mm) and also length increased by 20mm.
The Volkswagen Vento is a sedan car manufactured by Volkswagen India since 2010.
It is essentially a three-box Volkswagen Polo and has been developed especially for the
Indian market.
Volkswagen Vento was the commercial name of the third generation Volkswagen
Jetta (19921999) in Europe. Technically, the car has a 2552 mm wheelbase, as
opposed to the Polo's 2456 mm. The extra wheelbase offers more rear legroom than the
hatchback, something that is hugely appreciated by the Indian customers. VW offers a
choice of two engine options; a 1.6 litre petrol engine mated to a five-speed manual or
automatic gearbox and a 1.6 litre diesel engine mated only to a five-speed manual
gearbox. The car is available in two trim levels: the Trendline and the highline, with the
Petrol Highline also having the automatic option. A new special edition version "the
breeze" is also available on the Trendline featuring added accessories and discounts.
The car is available in 6 colors, 2 non-metallic and 4 premium metallic shades. The
high end Highline features Integrated USB Music System, Steering mounted controls,
leather upholstery, fog lamps, front airbags, Intelligent display, 16" alloy spoke wheels
and other standard features.
http://en.wikipedia.org/wiki/Sedan_(automobile)http://en.wikipedia.org/wiki/Volkswagen_Indiahttp://en.wikipedia.org/wiki/Volkswagen_Polohttp://en.wikipedia.org/wiki/Volkswagen_Jettahttp://en.wikipedia.org/wiki/Volkswagen_Jettahttp://en.wikipedia.org/wiki/Sedan_(automobile)http://en.wikipedia.org/wiki/Volkswagen_Indiahttp://en.wikipedia.org/wiki/Volkswagen_Polohttp://en.wikipedia.org/wiki/Volkswagen_Jettahttp://en.wikipedia.org/wiki/Volkswagen_Jetta -
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In March 2011, Volkswagen recorded an impressive sales figure of 3973 units,
dethroning the Honda City for the first time since its launch. Overall the car has been a
big success in the Indian market and has been particularly lauded for its build quality.
In November 2011, the car was slightly upgraded following customer feedback and
opinion. These upgrades included USB compatible music system and steering mounted
controls.
http://en.wikipedia.org/wiki/Honda_Cityhttp://en.wikipedia.org/wiki/Honda_City -
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OBJECTIVES OF STUDY
To understand customer perception towards Honda City and Volkswagen
Vento.
To study customer acceptance of the products mentioned above.
To compare features offered by the companies.
SCOPE OF STUDY
The scope of the study is limited to the comparison of the products mentioned above.
The customer preference can be observed
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Methodology used for Data Collection
Source: The data has been collected through primary source with the help of
questionnaire. Primary source is one from where the first-hand information
is collected, where as the secondary source means collection of data from
sources like newspaper, magazines, books etc. The data is collected through
structured non disguised questionnaire.
A structured non disguised questionnaire is one where the listing of questions is
in a prearranged order and where the object of enquiry is revealed to the
respondent.
Sample Size: Out of all, the survey was conducted of 50 users.
Sampling Technique: Sampling technique used in our survey is convenience
sampling where we have collected data from the present customers of
Honda City and Volkswagen Vento. This helped us to receive a feedback of
the people about the services through questionnaire.
Methodology used for Data Analysis:
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The methodology used for the analysis of the data is through questionnaires.
A questionnaire is a research instrument consisting of a series of questions and other
prompts for the purpose of gathering information from respondents. Although they are
often designed for statistical analysis of the responses, this is not always the case. The
questionnaire was invented by Sir Francis Galton.
Questionnaires have advantages over some other types of surveys in that they are
cheap, do not require as much effort from the questioner as verbal or telephone surveys,
and often have standardized answers that make it simple to compile data. However,
such standardized answers may frustrate users. Questionnaires are also sharply limited
by the fact that respondents must be able to read the questions and respond to them.
Thus, for some demographic groups conducting a survey by questionnaire may not be
practical.
As a type of survey, questionnaires also have many of the same problems relating to
question construction and wording that exist in other types of opinion polls.
Types of Questionnaires
1) Structured non disguised questionnaire
2) Structured disguised questionnaire
3) Non structured non disguised questionnaire
4) Non structured disguised questionnaire
Tools Used
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For study tools used will be as follows:
Microsoft Excel: Microsoft Excel is a commercial spreadsheet application written and
distributed by Microsoft for Microsoft Windows and Mac OS X. It features calculation,
graphing tools, pivot tables, and a macro programming language called Visual Basic for
Applications. It has been a very widely applied spreadsheet for these platforms,
especially since version 5 in 1993, and it has almost completely replaced Lotus 1-2-3 as
the industry standard for spreadsheets. Excel forms part of Microsoft Office. The
current versions are 2010 for Microsoft Windows and 2011 for Mac OS X.
Frequency Distribution: The methodology used for the analysis of the data at the
initial stage was frequency distribution. Frequency Distribution refers to the
representation, either in a graphical or tabular format, which displays the number of
observations within a given interval. The intervals must be mutually exclusive and
exhaustive. Frequency distributions are usually used within a statistical context.
Mean: In statistics, mean has two related meanings: the arithmetic mean (and is
distinguished from the geometric mean or harmonic mean). the expected value of a
random variable, which is also called the population mean. There are other statistical
measures that should not be confused with averages - including 'median' and 'mode'.
Other simple statistical analyses use measures of spread, such as range, interquartile
range, or standard deviation. For a real-valued random variable X, the mean is the
expectation of X. Note that not every probability distribution has a defined mean (or
variance); see the Cauchy distribution for an example.
For a data set, the mean is the sum of the values divided by the number of values. The
mean of a set of numbers x1, x2, ...,xn is typically denoted by , pronounced "x bar".
This mean is a type of arithmetic mean
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Standard deviation: Standard deviation is a widely used measure of variability or
diversity used in statistics and probability theory. It shows how much variation or
"dispersion" exists from the average (mean, or expected value). A low standard
deviation indicates that the data points tend to be very close to the mean, whereas high
standard deviation indicates that the data points are spread out over a large range of
values.
The standard deviation of a random variable, statistical population, data set, or
probability distribution is the square root of its variance. It is algebraically simpler
though practically less robust than the average absolute deviation.[1][2] A useful
property of standard deviation is that, unlike variance, it is expressed in the same units
as the data.
In addition to expressing the variability of a population, standard deviation is
commonly used to measure confidence in statistical conclusions. For example, the
margin of error in polling data is determined by calculating the expected standard
deviation in the results if the same poll were to be conducted multiple times. The
reported margin of error is typically about twice the standard deviation the radius of a
95 percent confidence interval. In science, researchers commonly report the standard
deviation of experimental data, and only effects that fall far outside the range of
standard deviation are considered statistically significant normal random error or
variation in the measurements is in this way distinguished from causal variation.
Standard deviation is also important in finance, where the standard deviation on the rate
of return on an investment is a measure of the volatility of the investment
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Gender Percentage Response
Yes 70 48
No 30 12
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Q1) Gender
70
30
0
10
20
30
40
50
60
70
80
Male FemaleGender
Percentage
According to the survey conducted 70% of the sample consumers were males whereas
the other30% of the sample consumers were females.
Cars Percentage Response
Yes 65 39
No 35 21
Table 1
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Q5) Do you own a car?
65
35
0
10
20
30
40
50
60
70
Yes No
Response
Percentage
Figure 1
According to the survey conducted 65% of the sample consumers owned a car whereas
the other35% of the sample consumers did not own a car.
The mean answer received from the sample consumers is Yes and the standard
deviation noted amongst the answers is 0.480.
Cars Percentage Response
Yes 80.95238095 17
No 19.04761905 4Table 2
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If no, do you want to purchase a car?
80.95238095
19.04761905
0
10
20
30
40
50
60
70
80
90
Yes No
Cars
Percentage
Figure 2
According to the survey conducted 80.95% of the sample consumers wanted to own a
car whereas the other10.05% of the sample consumers did not wanted to own a car.
The mean answer received from the sample consumers is Yes and the standard
deviation noted amongst the answers is 0.40.
Period Percentage Response
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>3 30 18Table 3
Q6) How long you own a car?
31.66666667
15
23.33333333
30
0
5
10
15
20
25
30
35
3
Period
Percentage
Figure 3
According to the survey conducted 31% of the sample consumers owned a car for less
than 1 year, 15% of the sample consumers owned a car for 1-2 years, 23% of the
sample consumers owned a car for 2-3 years whereas the other 30% of the sample
consumers owned a car for more than 3 years.
The mean answer received from the sample consumers is >1 Year and the standard
deviation noted amongst the answers is 1.24
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Cars Percentage Response
Honda City 70 42
Volkswagen Vento 30 18Table 4
Q7) Which Car comes to your mind thinking of
performance?
70
30
0
10
20
3040
50
60
70
80
Honda City Volkswagen Vento
Cars
Perce
ntage
Figure 4
According to the survey conducted 70% of the sample consumers thought Honda City
would perform better whereas 30% of the sample consumers thought Volkswagen
Vento would perform better.
The mean answer received from the sample consumers is Honda City and the
standard deviation noted amongst the answers is 1.3.
Cars Percentage Response
Honda City 63.33333333 38
Volkswagen Vento 36.66666667 22Table 5
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Q8) Which Car do you prefer on the basis of its
price?
63.33333333
36.66666667
0
10
20
30
40
50
60
70
Honda City Volkswagen VentoCars
Percentages
Figure 5
According to the survey conducted 63% of the sample consumers preferred Honda
City on the basis of price whereas 36% of the sample consumers preferred
Volkswagen Vento on the basis of price.
The mean answer received from the sample consumers is Honda City and the
standard deviation noted amongst the answers is 0.48.
Cars Percentage Response
Honda City 85 51
Volkswagen Vento 15 9
Table 6
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Q9) According to you, which car have low
maintenance cost?
85
15
0
10
20
30
40
50
60
7080
90
Honda City Volkswagen Vento
Cars
Percentage
Figure 6
According to the survey conducted 85% of the sample consumers preferred Honda
City on the basis of maintenance whereas 15% of the sample consumers preferred
Volkswagen Vento on the basis of maintenance.
The mean answer received from the sample consumers is Honda City and the
standard deviation noted amongst the answers is 0.36.
\
Cars Percentage Response
Honda City 71.66666667 43
Volkswagen Vento 28.33333333 17Table 7
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Q10) Which car do you think has better interior?
71.66666667
28.33333333
0
10
20
30
40
50
60
70
80
Honda City Volkswagen Vento
Cars
Percentage
Figure 7
According to the survey conducted 71% of the sample consumers said Honda City had
better interiors whereas 29% of the sample consumers said Volkswagen Vento had
better interiors.
The mean answer received from the sample consumers is Honda City and the
standard deviation noted amongst the answers is 0.45.
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Cars Percentage Response
Honda City 81.66666667 49
Volkswagen Vento 18.33333333 11Table 8
Q11) Which car do you think is more fuel efficient?
81.66666667
18.33333333
0
10
2030
40
50
60
70
80
90
Honda City Volkswagen Vento
Cars
P
ercentage
Figure 8
According to the survey conducted 81% of the sample consumers assumed Honda
City to be fuel efficient whereas 19% of the sample consumers said Volkswagen
Vento would deliver better mileage.
The mean answer received from the sample consumers is Honda City and the
standard deviation noted amongst the answers is 0.39.
Cars Percentage Response
Honda City 38.33333333 23
Volkswagen Vento 61.66666667 37Table 9
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Q12) Which car do you think has better body
quality?
38.33333333
61.66666667
0
10
20
30
40
50
60
70
Honda City Volkswagen Vento
Cars
Percentage
Figure 9
According to the survey conducted 39% of the sample consumers assumed Honda
City had better looks whereas 61% of the sample consumers thought Volkswagen
Vento had better engine performance.
The mean answer received from the sample consumers is Volkswagen Vento and the
standard deviation noted amongst the answers is 0.49.
Cars Percentage Response
Honda City 55 33
Volkswagen Vento 45 27Table 10
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Q13) Which car do you think has better paint quality?
55
45
0
10
20
30
40
50
60
Honda City Volkswagen Vento
Cars
Percentage
Figure 10
According to the survey conducted 55% of the sample consumers assumed Honda
City had better looks whereas 45% of the sample consumers thought Volkswagen
Vento had better engine performance.
The mean answer received from the sample consumers is Honda City and the
standard deviation noted amongst the answers is 0.50.
Cars Percentage Response
Honda City 76.66666667 46
Volkswagen Vento 23.33333333 14Table 11
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Q14) Which car do you think has better engine
performance?
76.66666667
23.33333333
0
10
20
30
40
50
60
70
8090
Honda City Volkswagen Vento
Cars
Percentage
Figure 11
According to the survey conducted 77% of the sample consumers assumed Honda
City had better looks whereas 23% of the sample consumers thought Volkswagen
Vento had better engine performance.
The mean answer received from the sample consumers is Honda City and the
standard deviation noted amongst the answers is 0.42.
Cars Percentage Response
Honda City 48.33333333 29
Volkswagen Vento 51.66666667 31Table 12
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Q15) Which Car do you prefer on the basis of its
looks?
48.33333333
51.66666667
46
47
48
49
50
51
52
Honda City Volkswagen VentoCars
Percentage
Figure 12
According to the survey conducted 48% of the sample consumers assumed Honda
City had better looks whereas 52% of the sample consumers thought Volkswagen
Vento had appeared better.
The mean answer received from the sample consumers is Volkswagen Vento and the
standard deviation noted amongst the answers is 0.50.
Cars Percentage Response
Honda City 45 27Volkswagen Vento 55 33Table 13
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Q16) Which car do you think has better features?
45
55
0
10
20
30
40
50
60
Honda City Volkswagen Vento
Cars
Percentage
Figure 13
According to the survey conducted 45% of the sample consumers assumed Honda
City had better features whereas 55% of the sample consumers thought Volkswagen
Vento was more feature loaded.
The mean answer received from the sample consumers is Volkswagen Vento and the
standard deviation noted amongst the answers is 0.501.
Recommendations Percentage Response
Friends 28.33333333 17Parents 21.66666667 13
Relatives 18.33333333 11
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Advertiements 31.66666667 19Table 14
Q17) On whose recommendation you purchase thecar?
28.33333333
21.6666666718.33333333
31.66666667
0
5
10
15
20
25
30
35
Friends Parents Relatives Advertiements
Recommendations
Percentages
Figure 14
According to the survey conducted 28% of the sample consumers purchased cars on
friends recommendation, 21% of the sample consumers purchased cars on
recommendation of parents, 18% of the sample consumers purchased cars on
recommendation of relatives while the rest 31% of the sample consumers purchased
cars by the influence of advertisements.
The mean answer received from the sample consumers is parents recommendations
and standard deviation noted amongst the answers is 1.21.
Cars Percentage Response
Honda City 75 45Volkswagen Vento 25 15
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Table 15
Q18) Lastly, thinking about you overall satisfactions,
which car will you further recommend to others or wouldlike to purchase?
75
25
0
10
20
30
40
50
60
70
80
Honda City Volkswagen VentoCars
Percentage
Figure 15
According to the survey conducted 75% of the sample consumers said they would like
to recommend Honda City to others while 25% of the sample consumers thought
Volkswagen Vento would be a better recommendation.
The mean answer received from the sample consumers is Honda City and the
standard deviation noted amongst the answers is 0.43.
Results of the Study
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After the overall analysis of the data with the help of the questionnaire, the result of the
study is that most of the customers who responded prefer Honda City more than
Volkswagen Vento.
It can be seen that Honda City has better interior and is more fuel efficient, whereas
Volkswagen has good features and is preferred by some for its looks.
Although some of the respondents considered Honda city has lower maintenance cost
as compared to Volkswagen Vento. There were some respondents who believed that
Volkswagen has better paint quality, but when it comes to better engine performance
and overall preference Honda City tops the list.
Regarding the achievements of this study, it helped in knowing the respondents or the
customers perception regarding the Performance of both the cars. The study helped me
in analyzing that overall when it comes to buy a car Honda city will be preferred as
many of the respondents would recommend it to other known people also.
Limitations
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The limitations of the study could be the following points:
Data Insufficiency: The data used for the analysis of the study was not much
sufficient. The questionnaires were formed with not that much of knowledge
about the company. Possibly many of the important issues or aspects might have
not been listed or asked.
Time: Time plays a vital role. Limited time was provided to do the study. Thus,
more research could not be done. In such a span of time, the available customers
and their information is used.
Sample size: The sample size used for the study is very small. It cannot
represent the whole list of customers.
Confidentiality issue: The customers were having confidentiality issue. They
were reluctant in providing accurate information. They were not sure of the
confidentiality maintained for the study.
Expertise Constraints: Though I diligently followed the research guidelines
and gathered enough knowledge about the research methods and methodology
but not having past experience in primary research in a way made me feel at a
disadvantage.
Suggestions & Scope for further Study:
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The suggestions regarding the study on Customer preferences with respect to Honda
City and Volkswagen Polo
It would be better if the sample size being used is large in number as it would
help in the accurate analysis.
Most of the respondents were not willing to answer the feedback form due to
the different confidentiality issues, it would be helpful if those issues are solved
by some or the other way. It would be better if respondents have more options
to choose from, as then only the exact preference will be analyzed.
The study can further be extended with respect to COMPARITIVE
ADVERTISEMENT and making claims about the product.
BIBLIOGRAPHY
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http://www.hondacarindia.com/city/index.htmlat 12:32pm on 17th February, 2012
http://www.volkswagen.co.in/en.html at 11:50 am on 23rd February, 2012
Singh J.P., Probability and Numerical Methods, Second Edition, Ane Books
Pvt.Ltd. 2011.
Donald R Cooper & Pamela S Schindler, Business Research Methods, Eighth
Edition, Tata McGraw-Hill, New York, 2003.
http://www.hondacarindia.com/city/index.htmlhttp://www.hondacarindia.com/city/index.htmlhttp://www.volkswagen.co.in/en.htmlhttp://www.hondacarindia.com/city/index.htmlhttp://www.volkswagen.co.in/en.html