Honda Siel Summer Project

KES’s INSTITUTE OF EXCELLENCE IN MANAGEMENT SCIENCE, HUBLI

EXECUTIVE SUMMARY

Executive Summary

The project was undertaken at Javali Automobiles Pvt. Ltd to understand the Influence of brand name on consumer’s decision while buying Honda cars at Hubli-Dharward, through an extensive survey under the guidance of

JAVALI AUTOMOBILES PVT LTD, HUBLI 1


Objectives:

1. To find the brand awareness of Honda cars

2. To know the interest level of people to purchase the branded cars

3. To determine the influence of brand name on consumers decision while buying a car.

4. To find what factors influence the brand choice

Limitations:

1. The survey was restricted to only Hubli-Dharward only.

2. The period for the research was not enough to conduct the study in depth.

3. The sample size was limited to only 100 customers.

4. Because of the busy schedule respondents may not have answered properly which may

not hold true in such cases they should have got lot of time to answer.

Findings

1. 46% of the respondents own Honda City cars. This shows that most the people own

Honda City brand cars in Hubli city.

2. 34% of the respondents replied that it was Status that influenced them. This shows that

most respondents feel that owning branded cars is a status symbol and hence they are

influenced by this factor.

3. 73% of the respondents considered the brand name attribute. This shows that most of

the potential customers consider the brand name while purchasing the car.

4. 61% said brand name is important while purchasing the car.

5. 47% of the respondents said that well known branded car is Always better in quality

than a less known brand.



6. 51% of the respondents agreed that branded car is status symbol.

7. 50% of the respondents considered the price attribute while purchasing the car and

50% of them did not consider.

Suggestions

1. As per the survey, 37% respondents considered 2 brands and 36% respondents

considered 3 brands while purchasing the car so it is necessary that sales executives

are trained well about the brands so that it is easy for them to convince the customers.

2. 47% of the respondents believe well branded cars are better in quality and service so

the dealers should keep in touch with the customers regularly and update them about

the service and offers, so that they become loyal customers and brand loyal.

3. Honda awareness is good in luxury segment and not in economy and medium size

segment. Honda dealers should create more awareness of its economy and medium

size segment which are very less in Hubli-Dharward.

4. To promote brand name awareness is quite expensive and should be done through

mass advertising.

5. As per the survey 54% of the respondents are influenced by the family decision while

buying the car, so it necessary for the company to create awareness about the brand in

such a way that it reaches all the families. This can be achieved by advertisements of

their cars through dealers in TV channels, local channels during the programs which

are mainly watched by the families and also in the news papers.

6. Price of the Honda cars should be reduced to boost up the sales and increase the brand

awareness.



CHAPTER 1

INTRODUCTION

Introduction to Study:

The automobile sector has today become one of the hot areas markets. Various upcoming

features have enhanced the global competition in today's Automobile sector. Implementing



new technologies, new features and considering the customers preference are the important

factors for the company's existence in the competitive market. So if the company wants to face

the competition, it has to have the update knowledge of the consumer tastes and preference.

Our research is undertaken to study the influence of brand name on consumer’s decision while

buying a car in Hubli-Dharward city.

Benefits of the Study:

This project was an opportunity which will help the company at various information regarding

awareness of Honda cars brand name and importance given to different attributes while

purchasing a car.

Importance given to brand name, features, price, quality, look and mileage while purchasing.

1. Interest level of people to buy Honda cars.2. Different means through which the consumers gets information about the Honda car.

3. From this information company can come to know how the brand name is affecting the sales of the automobiles

Benefit to Me from this Study:.

It will help me in understanding-

The market for Honda brand cars in Hubli-Dharward in particular.

Customers Decision Making Process while purchasing Honda brand car.

Customer’s choices of brands while purchasing Honda brand cars.

It will help in understanding, reviewing and suggesting improvements in creating a

market for Honda brand cars.

The experience gained during this study will provide as a tool, which can be applied in

any future undertakings of similar nature.

Management problem:



Hubli-Dharward is a one of the important commercial market of Karnataka and there are lots

of potential people who can buy Honda cars. The company invests huge sum of money and

effort to create the awareness of their brand in the market, there is need to find does this really

affect the purchasing decision of the customer and are the promotions actually fetching some

results to the sales.

Research problem:

To find weather the brand awareness influences the sale of the product. To know the

consumers behaviour, their decisions and problems the customers face while buying the car.

Title of the project:

“Influence of the Brand name on consumers decision while buying a car”

Objectives:

1. To find the brand awareness of Honda cars

2. To know the interest level of people to purchase the branded cars

3. To determine the influence of brand name on consumers decision while buying a car.

4. To find what factors influence the brand choice

Limitations:

1. The survey was restricted to only Hubli-Dharwad only.

2. The period for the research was not enough to conduct the study in depth.

3. The sample size was limited to only 100 customers.

4. Because of the busy schedule respondents may not have answered properly which may not hold true in such cases they should have got lot of time to answer.



CHAPTER 2

COMPANY PROFILE



Indian Automobiles Industry

History:

The Automobile industry emerged in India in 1940s. However the growth was relatively slow

in 1950s and 1960s due to the nationalization and the licence raj which hampered the Indian

private sector. After the 1970, the automotive sector began to grow, but the growth was

mainly driven by the tractors, commercial vehicles and the scooters. A major luxury Japanese

manufactures entered the India market ultimately leading to the establishment of Maruti

Udyog. It was this time that the Indian government chose Suzuki as joint venture to

manufacture small cars.

Present Scenario:

The Indian Automobile Industry has demonstrated sustained growth as a result of increased

competitiveness and relaxed restrictions. Several Indian manufacturers such as Tata motors,

Maruti Suzuki, Mahindra and Mahindra expanded their domestic and international operations.

India’s robust economic growths lead to further expansion of its domestic automobile market

which attracted significant India-specific investment by multinational automobile

manufacturers.

The automobile industry in India is the 9th largest in the world with

annual production of over 2.3 million units in 2008. In 2009 India has emerged as Asia’s 4 th

largest exporter behind Japan, South Korea and Thailand.

Some Achievements of industry as follows

India has the fourth largest car market in the world.

India had largest three wheeler market in the world.

India is the second largest producer of two wheelers in the world.

India rank fifth in the production of commercial vehicles.

Hyundai motors stands second in the car production in the world.



An Overview:

Automobile industry of India can be broadly classified under

1. Passenger vehicles

2. Commercials vehicles

3. Three wheelers

4. Two wheelers

With two wheeler having maximum market shares of more than 75%. Automobile companies

of India, Korea, Europe and Japan have significant hold on the Indian market share. Tata

motors produce maximum number maximum number of mid and large size commercial

vehicles holding, more than 60% market share. Motorcycles tops the charts of 2 wheelers,

with Hero Honda being the key player. Bajaj by far is the no. 1 manufacturer of 3 wheelers in

India.

Some achievements of the companies operating in different sectors of Indian automobile

industry

Hero Honda is the largest manufacture of the motorcycles

Hyundai is the second largest player in the passenger car market.

Tata motors are the fifth largest player in medium heavy commercial vehicle

manufacturer in the world.

Bajaj Auto is ranked as the the world’s fourth largest two-and three- wheeler

manufacturer.

Key players in the Indian Automobile Industry:

Some of the key players of the industry are as follows

Maruti Suzuki

Hero Honda

Tata Motors



Bajaj Auto Ltd

Mahindra Group

Ashok Leyland

Yamaha Motors India

TVS

Hyundai Motors India

Honda Seil India Ltd

Toyota Kirlokar Motor Pvt Ltd

Key Passengers of Indian Passenger Vehicles Sector

Passenger section is majorly ruled my car manufacturers capturing over 82% of total market

share. Maruti Since Long has been the biggest car manufacturer and holds more than 50% of

entire market. So of the key players of the Industry are

Maruti Suzuki

Tata Motors

Hyundai Motors India

Mahindra & Mahindra

Honda Siel

Toyota



Ford

Chevrolet

Fiat



ABOUT HONDA

Establishment 24 September 1948

Founder Soichiro Honda Takeo Fujisawa

Headquarters Minato,Tokyo,Japan

Area served Worldwide

Key people Satoshi Aoki (Chairman) Takanobu Ito (CEO)

Industry Automobile, Truck, Motorcycle Manufacturer

Products Automobile, Truck, Motorcycle, Scooters, ATVs, Electrical

Generators, Robotics, Marine equipments, Jets, Jet Engines,

and Lawn and Garden equipments. Honda and Acura Brands



Company Profile

History

HSCI was established in December 1995, with Honda Motor Co., (Japan) and Siel Ltd.

(India) as the key promoters. Honda’s models are strongly associated with advanced

design and technology, apart from its established qualities of durability, reliability and

fuel-efficiency.

Honda Siel Cars’ state-of-the-art manufacturing unit was set up in 1997 at Greater Noida,

U.P. and currently has a capacity of 50,000 cars annually. The company is planning to

raise its capacity to 100,000 cars per annum by the end of 2007.

HSCI has recently launched the all-new, third generation CR-V and new Accord in its

portfolio. The all-new Honda CR-V comes in 2 variants- 6 speed manual transmission

system and 5-speed automatic transmission system with Grade Logic Control for smooth

and effortless performance.

Honda’s most successful global model, the eighth generation Civic was launched in July

2006 and has already become segment leader within a short span of time. The Honda City

ZX, the largest selling sedan in India, is today recognized as one of the most successful car

brands in India. To ensure consumer’s safety, Honda has recently added new features like

Airbags and ABS in the VTEC version of the car.



In 2006, three of Honda’s four cars in the Indian market – City, Accord and CR-V, have

ranked first in the TNS Total Customers Satisfaction Award.

The company operates under the stringent standards of ISO 9001 for quality management

and ISO 14001 for environment management.



Honda in India

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

between Honda Motor Co. Ltd., Japan and Siel Limited, a Siddharth Shriram Group

company, with a commitment to providing Honda’s latest passenger car models and

technologies, to the Indian customers.

The Honda City, its first offering introduced in 1997, revolutionized the Indian passenger

car market and has ever since been recognized as an engineering marvel in the Indian

automobile industry. The success of City as well as all its other models has led HSCI to

become the leading premium car manufacturer in India.

The total investment made by the company in India till date is Rs. 1620 crores. The

company has a capacity of manufacturing 100,000 cars.



Honda Philosophy

The Honda Philosophy expressed in this illustration shows the Company Principle,

Management Policies and the ‘Honda Way’ based upon the fundamental beliefs of

‘Respect for the Individual’ and ‘The Three Joys’

FUNDAMENTAL BELIEFS



Ownership Pattern

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

between Honda Motor Co. Ltd., Japan and Siel Limited, a Siddharth Shriram Group

company. HSCI currently holds 99.9% ownership and rest 0.1% lies with Siddharth

Shriram Group company.



Manufacturing Capacity

HSCI’s state-of-the-art manufacturing unit was set up in 1997 at Greater Noida, U.P with

an investment of Rs. 450 crores. The green-field project is spread across 150 acres of land.

The initial installed capacity of the plant was 30,000 cars per annum, which was thereafter

increased to 50,000 cars on a two-shift basis. The capacity has further been enhanced to 1,

00,000 units annually in February 2008. The capacity expansion was necessitated by the

excellent performance of all the Honda models, particularly the growing demand for City

ZX in India. Several modifications were done by the company with the objective of

offering higher quality products to its customers, faster and quicker. The expansion

process also included expansion of the covered area in the plant, from 1,07,000 sq.m. to

1,31,794 sq.m.

HSCI currently produces the Honda City ZX, Civic and Accord models in India and the

premium SUV, CR-V is sold as a fully imported unit from Japan. The company operates

under the stringent standards of ISO 9001 for quality management and ISO 14001 for

environment management.

Sales and Distribution Network

Honda Siel Cars India has a strong sales and distribution network spread across the

country. The network includes 80 facilities in 51 cities.

Having established itself as a leading brand in the metros, the company is now focusing on

increasing its presence in tier-II towns and cities and plans to increase its dealership

network to more than 100 by the end of 2008-09 fiscal year.

The company is targeting 100 dealer outlets across India by 2009, as per their expansion

strategy which is based on the '1 dealer per 1000 cars' formula.



Product Range

Honda Siel Cars’ product range in India includes the Honda City ZX in the mid-size

segment, Civic in the Lower D segment and Accord in the luxury segment and third

generation all-new CR-V (both 2.0L 2 WD and 2.4L 4WD) in the SUV segment. While

the City ZX, Civic and Accord are manufactured at the company’s plant, the CR-V is

imported from Japan as a Completely Built Unit.

1. HONDA CITY ZX



City ZX is today recognized as one of the most successful car brands in the country. Its

success is a replica of the success of its predecessor - the original Honda City, launched

way back in 1997. In fact, HSCI took a historic step in 2003, when it introduced the New-

City at a time when the original City was still performing brilliantly – and it was an

immediate success. The City ZX was launched two years later in 2005 as an enhanced

version of the New-City and is strongly associated with durability, reliability, quality and

fuel-efficiency.

The City ZX range includes 4 variants - EXi, GXi, CVT (Automatic Transmission) and

VTEC. While EXi, GXi and CVT variants come with the advanced combustion system of

the 1.5 litre Intelligent Dual & Sequential Ignition (i-DSI) engine, City VTEC embodies a

1.5 litre VTEC (Variable Valve Timing and Lift Electronic Control) engine. The VTEC

version was reintroduced in the new City inresponse to customer demand. The City VTEC

comes with sporty exteriors and plush interiors, catering to the premium segment

customers. On the outside, 14” alloy wheels adorn the car, front and rear fog lamps and



rear disc brake. The interiors are more lavish with leather steering, centre console and

beige and black upholstery.

The City is manufactured with 79% indigenization level and currently enjoys 25% market

share in its segment.

2. HONDA CIVIC

HSCI launched the 1.8S Civic in India in July 2006, which became a runaway success.

The company has also launched the 1.8v version of the Civic in June2007.

The Civic is Honda’s largest selling model globally and is now sold in approximately

160 nations and regions worldwide. The Civic made its debut, with a two-door model in

July 1972, followed shortly by a three-door version. The series was a major hit,

especially among young people and for three consecutive years, from 1972 to 1974, the

Civic won the ‘Car of the Year Japan’ award. Civic’s development process contrasted

completely with Honda tradition. Rather than pursue development based primarily on

the vision of Company founder Soichiro Honda, the Civic’s development team traveled

to various world markets, gained local knowledge and experience first-hand, and then

set about creating a car that “is needed right now.”

Overseas production of Civic began in Indonesia in 1975, and Civic vehicles are now

made in 11 countries, including North America, Europe, Asia and South America. Total

cumulative production of Civic models at the end of calendar 2004 was approximately 16



million units—making it one of the most popular models in Honda history.

The Civic has an indigenization level of 72% and enjoys 45% market share in its segment.

3. HONDA ACCORD

Accord comes with fresh new exterior styling, enhanced interiors and several new value-

added features. The Accord has a new-look; sporty rear with revamped LED Tail lamps

and rear bumper garnish that further enhances its stunning exterior styling. Adding

greater value to the 2.4 lt model, the new car now has premium wood & leather steering

wheel and turn indicators on side-view mirrors, features which were earlier available

only in the V6 model. For easy and convenient parking, the new Accord has front and

rear Parking Assistance Sensors, which warn the driver of obstacles in his way while

parking. The Accord V6 now has enhanced safety in the form of Vehicle Stability Assist

(VSA) technology and also new 10-spoke 16” alloy wheels.

Accord, which has been a popular premium sedan ever delight the customers with its

class-leading performance and luxury features such as leather upholstery, dual-zone

climate control and six-CD changer.

The Accord is manufactured with 34% indigenization level and currently enjoys 27%

market share in its segment.



4. HONDA CR-V

The 3rd generation CR-V was introduced in November 2006. The all-new, third generation

Honda CR-V offers its customers a distinctive combination of ‘the comfort of a sedan with

the thrills of a SUV’. The engine is a 2.4-liter DOHC i-VTEC, which delivers a powerful

torque of 162 ps @ 5,800 rpm. Real-time 4WD is a unique feature of the car, which is the

first in its class. The Real-time 4WD intelligently detects adverse road conditions and

switches to 4-wheel drive instantly. In normal conditions the all-new CR-V operates in

front wheel drive mode but in wet, muddy roads or off-road conditions, it automatically

switches to 4-wheel drive instantly. An enlarged clutch and stiffened transmission parts

help distribute 20% additional torque to the rear wheels which ensures smooth drive in bad

road conditions without compromising on safety or fuel consumption. HSCI recently

introduced the 2.0L 2WD (2-Wheel Drive) Honda CR-V, which is more agile & has a

sporty handling. The new lighter engine gives good fuel efficiency, without compromising

on performance.

The CR-V currently enjoys 37% market share in its segment.



4. HONDA JAZZ

Honda Jazz is the company’s first offering in the premium compact car segment. The Jazz

is a segment-defining car that has won accolades and adoration all over the world. Widely

acclaimed for its dynamic styling, spacious interiors, versatile utility and remarkable

performance, the Honda Jazz brings added fun and excitement to the driving experience.

The Jazz’s dynamic performance is achieved by a newly developed four-cylinder 1.2-liter

i-VTEC engine, featuring Programmed Fuel Injection that delivers maximum output of 90

PS (66 kW) @ 6,200 rpm and Torque of 110 Nm (11.2 kg-m) @ 4800 rpm while giving

impressive fuel economy of 16.1 km/l, as per ARAI test data. Safety of passengers and

pedestrians is a top priority for Honda and all safety equipment is standard across all

variants. The Jazz practicality has been enhanced with three-mode “Magic Seat”

configuration to achieve multiple seating and cargo-carrying configurations for long or tall

objects in addition to the standard five-passenger mode. The Honda Jazz is available in

two variants - Honda Jazz and Jazz Select edition in Manual Transmission. Additionally,

both the variants are available in 2 attractive types - Mode & Active.



Sales Performance

ENVIRONMENT AND SAFETY

The Honda Group is globally recognized for its concern towards environment, safety

and conservation of the society in which it operates. HSCI follows the same in India for

achieving high standards in environmental safety in the various processes of car

manufacturing.



The company operates under the stringent standards of ISO 9001 for quality

management and ISO 14001 for environment management.

Awards

Honda Jazz

NDTV Profit – Car India & Bike India Awards 2010

-Car of the Year

- Small Car of the Year

Honda City

JD Power Asia Pacific 2009 India IQS - Honda City No.1

Indian Car of the Year 2009 (ICOTY 2009) - New Honda City

CarWale.com Awards 2009

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

- The coveted ‘New Car of the Year 2009’

NDTV Profit – Car India & Bike India Awards 2009

- Car of the Year

- Mid-Size Car of the Year

- Viewers’ Choice Car of the Year

CNBC TV – 18 Overdrive Awards 2009


BS Motoring Awards 2009

- Car of the Year

Zigwheels Awards 2008

- Car of the Year - Honda City

- Sedan of the year - Honda City



UTVi Autocar Awards 2009


- Best Design Award

Honda Civic

JD Power Asia Pacific 2009 India IQS - Honda Civic No.1

ICOTY 2007

India’s Favourite Car for Enthusiasts 2009

Car of the Year - CNBC TV 18 Autocar Auto Awards, '07

Viewer's Choice of the year - CNBC TV 18 Autocar Auto Awards, '07

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

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

'07

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

Awards '07

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

Bike India Awards '07

Viewers Choice Award - Overdrive Awards, '07

Design Award - Overdrive Awards, '07

Jury Award 2007 - BS Motoring Awards, '07

Honda Accord

India’s Favourite Car for Chaffeur-Driven Executives 2009

2009 Best Luxury Car (UTVi Autocar Awards) - 09



No1 Entry Luxury Car - TNS Total Customer Satisfaction Study, '06

Honda CR-V

Best Driver's Car - CNBC TV 18 Autocar Auto Awards, '07

SUV of the Year - NDTV Profit Car India and Bike India Awards '07

SUV of the Year - Overdrive Awards, '07

No 1 Premium SUV - TNS Total Customer Satisfaction Study, '06

HONDA MOTOR COMPANY SWOT ANALYSIS

Honda motor company is not just an average Japanese car manufacturer. Originally know

for motorcycles, Honda has managed to elude the dominate keiretsu system in Japan and

become one of the dominant automobile manufacturers in the world

STRENGTHS

Honda has a reputation for producing high quality products from cars to

motorcycles to lawn mowers.

They are the largest manufacturer of motorcycles in the world.

Honda has won many awards for initial quality and customer satisfaction.

Their research has afforded them competitiveness in innovative products.

They were a pioneer in engineering low emissions internal combustion and hybrid

technology.

Honda is the only other manufacturer outside of Mitsubishi to branch out into

many other areas outside of automobiles, like motorcycles, scooters, power

equipments (generators), Asimo Robot.

WEAKNESSES



Their prices are higher for non-luxury vehicles than comparable models by other

manufacturers.

Their vehicles also have a reputation for being underpowered.

Due to the latest technology being used in Honda products it is difficult to keep the

prices low.

OPPORTUNITIES

To continue progressing low emission vehicles and alternative power sources.

Another area of opportunity would be developing nations like China and India.

These are large markets, and cheap dependable transportation would be a hot seller.

THREATS

Too many competitors in automotive industry.

Expanding market size of compact cars ( currently it is around 76% )

Regaining the lead of low emissions is a risky proposition as other companies are

coming out with new and cost effective ideas of producing low emission vehicles.

Increasing steel prices will make it difficult for the companies to continue the

current pricing strategy.

Leadership

1948–1973 — Soichiro Honda

1973–1983 — Kiyoshi Kawashima

1983–1990 — Tadashi Kume

1990–1998 — Nobuhiko Kawamoto

1998–2004 — Hiroyuki Yoshino

2004–2009 — Takeo Fukui

since 2009 — Takanobu Ito

ABOUT JAVALI AUTOMOBILES (Dealers profile)



Name of the Firm Javali Automobiles Pvt Ltd

Name of the Company Lakeview Honda

Establishment 5th may 2008

Founder Mr. Suhas Javali

Phone no. 0836-2278837

E-mail [email protected]

Products City, Civic, Accord, CRV & Jazz.

Address Javali Automobiles Pvt Ltd.

Opp. Unkal Lake

Hubli-580 025

District Dharwad

State Karnataka

Office Hubli

VISION STATEMENT

“Our Vision is to be the Best Automobile Dealer in India in terms of Customer

Satisfaction and Growth”

MISSION STATEMENT

Develop and maintain Human capital, which will drive culture customer focus and high

performance. Create, learn and implement best in HR practices and processes. Retain and

attract talent by improving brand.

POLICY STATEMENT


mailto:[email protected]


“We regard HR as its Greatest asset. We continuously endeavor to make the

company a greatest place to work in improving transparency of accountability at different

level. We as an organization reward merits on equal opportunities. An employer that does

not believe in discrimination on the basis of gender, caste and religion.”

We strive to provide all our business partners, stakeholders, shareholders,

customers and employees the highest levels of satisfaction through growth, constant

innovation, discipline and best business practices.

VALUES

To treat employees as an asset.

Man power storage

Focus on customer satisfaction

Teamwork among our people

Profits for Growth.

DEPARTMENT STUDY AND PROFILE

FRONT OFFICE FUNCTIONS

Mr. Veeranna Sidhnal showroom sale manager of Javali Automobiles Pvt Ltd, Lakeview

Honda & Mr. Daniel & Mr.Raghavendra Sales Officer.

When a customer walks into the showroom, he should be given a test-drive and

after that broachers and quotations are to be given to him for further reference. All these

will be explained in the marketing part and all this takes place before the customers buying

decision. When he decides to buy a particular car; he is supposed to give certain amount as

a down payment and further in equal monthly instalments (EMI). He has to get Release

Order from the bank and then only he will get the car. Many facilities are provided by GM

division for this and customer is having a kind of relaxation due to this.

Before delivery of the car. The front office executive has to note down the engine number

and the cheesy number of the car.



Pre-delivery inspection is checked for accuracy and after that the car will be washed. Front

office has to do many paper works along with demo, test-drive, follow up etc and they play

an important role in the customer satisfaction as well as the success of the organization.

FUNCTION OF SERVICE DEPARTMENT

Javali Automobiles Pvt Ltd, Lakeview Honda. is having a service dept and Mr. Satish k is

the service manager, only by selling a good car which is having good facilities in it will

not make the customer happy. What makes him happy is even the post sale service

provided in the car showroom.

SERVICE ADVISORS:

There are two service advisors,

Mr. Milind.

Mr. Prasanna.

Following are the duties they carry out:

Opening the job card; this shows the number of jobs to done on the car.

They give estimates of how much work is to be done and the labour cost.

After opening the job card they hand over the car to the floor in charge.

They inspect if the servicing is satisfactory before handling over the car to the

respective customer.

FLOOR INCHARGE

Mr. Ravi D P manager

In case a customer is involved in an accident and is the damaged, the customer brings back

the car to the company. The body shop supervisors survey the extent of damage and make

repair estimations. He further interacts with respective insurance company to cover for the

damage. Finally he hands over the floor in charge.

PERIOD DELIVERY INSPECTER



Once new cars are delivered from Javali Automobiles the period delivery inspector

thoroughly inspects the physical and mechanical aspects of the car to ensure that they are

in order. He explains technical aspects of the car to the customers.

CUSTOMER RELATIONS EXECUTIVE

Mr. Arun

The customer relations executive sends the service remainder through mail’s, calls and

messages.

WARRANTY ANALYST

The warranty analyst sends warranty items to the parent company for exchange.

ACCESSORIES & SPARES DEPARTMENT

Mr. Arun .S. Kulkarni is the Accessories & Spares Manager

He is the in-charge of accessories department of a Javali Automobiles

“A car without accessories is like bride without jewelleries”.

Here at Javali Automobiles, this sentence will let us know what the importance of

accessories for a vehicle is. This doesn’t mean that accessories are compulsory but they are

additional and give extra features and comfort.

FINANCE DEPARTMENT:

All monetary transaction of the company are handled by the finance department.

Bankers of Javali Automobiles Pvt Ltd, Lakeview Honda.

Canara Bank.

HDFC Bank.

Iffco Tokyo.

Following books are maintained by the accounts department;

Petty cash book.

Purchase register

Credit note register



Journal register

Sales register

MARKETING DEPARTMENT

The functions of the marketing department include the whole process of distribution and

the process before distribution. Marketing makes the goods useful to the society by getting

them where they are wanted, when they are wanted and by transferring them to those

whom they are wanted.

The type of customers purchase cars from Javali Automobiles range from Doctors,

Engineers, Business people, Government employees, all whose earnings are around Rs.

50,000 per month.

This company offers the following Products to its customer:

Honda Jazz

Honda City

Honda Civic

Honda Accord

Honda CR-V

Javali Automobiles is using the selling concept to sell its cars this concept assumes that

consumers will not buy enough of its products unless they are approached through

intensive sales promotions, advertisements, and salesmanship efforts and also effective

communication with the market. This concept emphasizes the promotions in the marketing

process.

MARKETING AND SALES

The whole sales procedure involves functions from two sides



1. Front office

2. Sales consultants

Both play an important role and they are the main determinants of purchasing process of

the consumer. Both of these are internal factors affecting the consumer buying behavior.

Buying car is of complex buying behaviour and many strategies are to be followed for this.

This is complex buying behaviour because,

Here risk involved is high.

Here price factor is high.

It is an important decision.

Here the influencers are more.

In one word it is “complex”.

FUNCTIONS:

Daily check up of the opening and closing of the spares.

Keeping in touch with the purchase department.

Report to the purchase department in case the spare parts are defective.

Maintaining spare account.

The spare stock is divided into three parts:

1) 85% this group contains fast moving items for instance servicing items and

suspension items, Example: shock absorbers, cartridge.

2) 10% these items are neither fast moving nor slow moving.

3) 5% these items are not fast moving. They are generally costly items, Example:

Body parts.

The price list for the spare parts keeps on changing with time. So the company does not

maintain its own price list as it along with the spares when purchased.

Key competitors



Tata Motors

Maruti Suzuki

Hyundai

Ford

FIAT

General Motors

CHAPTER 3


http://en.wikipedia.org/wiki/General_Motors_Corporation

http://en.wikipedia.org/wiki/FIAT

http://en.wikipedia.org/wiki/Ford_Motor_Company

http://en.wikipedia.org/wiki/Hyundai

http://en.wikipedia.org/wiki/Tata_Motors


METHODOLOGY

Methodology

For this project both primary and secondary data are required, hence both types of data

will be collected. Primary data collection method through the questionnaire to potential

customers, in Hubli city.

Research Approach

Type of research:

Descriptive research: The main goal of this type of research is to describe the data and

characteristics about what is being studied. The idea behind this type of research is to



study frequencies, averages, and other statistical calculations. This research is highly

accurate.

Data collection approach

To carry out this research, primary data and secondary are collected.

Primary data (survey data)

Systematic collection of information directly from respondents. This data is collected for

the descriptive research. The survey data collected during the study includes the data

collected through questionnaire and face-to-face interview with customer to know about

the consumer behaviour.

Secondary data

The first step in data collection approach is to look for secondary data. Usually it is the

data developed for some purpose other than for helping to solve the problem at hand.

Secondary data are collected through various magazines, internal experts, and website.

Measurement Technique

1. Questionnaire

2. Scales (Likert Scale)

Sampling Population

The people of the Hubli-Dharward city.

Sampling Frame

Customers of Honda car from Hubli-Dharwad.

Sampling unit:

Business people, Government services, Doctors, Engineers, Lawyers of Hubli-Dharward

city.



Sample Size:

100

Sampling Method:

Selective Random sampling method.

Statistical tools used

SPSS Package

Brand

A brand is a name, term, sign, symbol or design or combination of them, intended to

identify the goods and service of one seller or group of sellers and to differentiate them

from those of competition”.

Brand is a combination of name, symbol and design. Brands represent the customer’s

Perceptions and opinion about performance of the product. The powerful brand is which

resides in the mind of the consumer. Brands differ in the amount of power and worth they

have in the market place. Some brands are usually unknown to the customers in the



marketplace while on the other hand some brands show very high degree of awareness.

The brands with high awareness have a high level of acceptability and customers do not

refuse to buy such brands as they enjoy the brand performance. Some brands commend

high level of brand loyalty.

The brand history tells us how the people have used the brand as a mark of identification.

In the earlier times the brand mark was used to differentiate the goods of one producer to

others. The word brand has its origin from the Old Norse word “brand” which means “to

burn”. In the initial phase, the brand was used as a mark of identification on the animals.

Brands play vital role in the decision making processes of the customer. It is important

for companies to find out customer’s decision process and pinpoint the criteria, which

customers apply while making decision. How brand names influence the customer

purchase decision? Why customers purchase a particular brand also implies how customers

decide what to buy. Customers follow the sequence of steps in decision process to

purchase a specific product. They start realizing a requirement of product, get information,

identify & evaluate alternative products and finally decide to purchase a product from a

specific brand. When customers purchase particular brand frequently, he or she uses his or

her past experience about that brand product regarding performance, quality and aesthetic

appeal.

Companies are recognized through their brand and it is most valuable asset for survival.

Customers have many brand choices but they have less time to make a choice. The brand

Specialty helps the customer in decision making to purchase a right product with less risk

and according to set expectations. Brand name is a promise to customer by maintaining

and enhancing the strength over time.13 Successful brand should be the representative of

various elements together including design, packing, quality, style etc. Customers want to

see all the elements in brand product according to his need.

“A product is something that is made in a factory; a brand is something that is bought by a

customer. A product can be copied by a competitor, a brand is unique. A product can be

Quickly outdated, a successful brand is timeless”.



In today’s business environment, companies must work harder than ever before to achieve

some degree of differentiation in their products. Many companies have sought to achieve

this differentiation by branding their products, simply putting the company’s name on a

product.

The market is flooded with new and old brands and intensity of brand war is increasing

day by day. The popularity of a brand is a tool for survival and success of company in the

market. In this respect companies offer different packages to customers with the use of

different resource weapons in this competition war for raising awareness among the

customers about the branded product.



CHAPTER 4

ANALYSIS AND INTERPRETATION

Car brand the respondents own?



Car brand the respondents own

Frequency Percent Valid Percent

Cumulative

Percent

Valid Jazz 15 15.0 15.0 15.0

City 46 46.0 46.0 61.0

Civic 23 23.0 23.0 84.0

Accord 5 5.0 5.0 89.0

CRV 11 11.0 11.0 100.0

Total 100 100.0 100.0

Out of 100 respondents on whom survey was conducted ,15% of the respondents own Honda Jazz cars,46% own Honda City,23% own Civic cars,5% own Accord and 11% own CR-V cars. This shows that most the people own Honda City brand cars.

What influenced you to buy a Branded car?



What influenced you to buy a branded car


Cumulative

Percent

Valid Necessity 21 21.0 21.0 21.0

Status 34 34.0 34.0 55.0

Ads 17 17.0 17.0 72.0

Family 11 11.0 11.0 83.0

Friends 17 17.0 17.0 100.0

Total 100 100.0 100.0

With respect to the question what influenced you to buy a branded car, 21% of the

respondents replied that it was necessity, 34% replied that it was Status, 17% replied it was the Ads

that influenced them, 11% replied it was family and 17% replied they were influenced by Friends.

Did you search information for buying the car?



Did you search information for buying the car?


Cumulative

Percent

Valid Yes 93 93.0 93.0 93.0

No 7 7.0 7.0 100.0

Total 100 100.0 100.0

With respect to the question whether they searched information before buying car 93% of

the respondents replied that they searched the information before buying the car and 7%

did not search the information. According to the result of the survey, it can be inferred that

most potential buyers usually search the information to an extent.



Before purchase did you compare with other company brands?

Before purchase did you compare with other company brands?


Cumulative

Percent

Valid Yes 84 84.0 84.0 84.0

No 16 16.0 16.0 100.0

Total 100 100.0 100.0

For the question whether they compared with other car brands that they were aware of,

84% of the respondents replied that they compared the car brands that they were aware of

and 16% of them did not compare the car brands. This shows that maximum number of

customer compare the car which they are going to buy with different car brands that they

know.



When you bought the car was it your own decision or collective decision?

When you bought the car was it your own decision or collective decision?


Cumulative

Percent

Valid Own Decision 33 33.0 33.0 33.0

Family Decision 54 54.0 54.0 87.0

Friends 13 13.0 13.0 100.0

Total 100 100.0 100.0

The objective of this question was to find out whether the purchase decision was the

Respondents own individual decision or a collective decision. As we can see in the above

diagram that the majority of the respondents i.e. 54% respondents were influenced by the

family decision,33% by own decision, 13% friends decision.



Which attributes did you consider while purchasing a car? Brand name-attribute

considered

Brandname_Attribute


Cumulative

Percent

Valid yes 73 73.0 73.0 73.0

no 27 27.0 27.0 100.0

Total 100 100.0 100.0

For the question whether they considered the brand name attribute while purchasing the

car, 73% of the respondents considered the brand name attribute, where as 27% of them



did not consider the brand name attribute while purchasing a car. This shows that most of

the potential customers consider the brand name while purchasing the car.

Which attributes did you consider while purchasing a car? Features -attribute

considered

Feature_ Attribute


Cumulative

Percent

Valid yes 59 59.0 59.0 59.0

no 41 41.0 41.0 100.0

Total 100 100.0 100.0

With respect to the features attribute considered while buying a car 59% of the respondents

considered the features attribute and 41% of them did not consider it.



Which attributes did you consider while purchasing a car? Price-attribute considered

Price_Attribute


Cumulative

Percent

Valid yes 50 50.0 50.0 50.0

no 50 50.0 50.0 100.0

Total 100 100.0 100.0



With respect to the price attribute considered while buying the car 50% of the respondents

considered the price attribute while purchasing the car and 50% of them did not consider.

Which attributes did you consider while purchasing a car? Quality-attribute

considered

Quality_Attribute


Cumulative

Percent

Valid yes 51 51.0 51.0 51.0

no 49 49.0 49.0 100.0

Total 100 100.0 100.0



With respect to the quality attribute considered while buying the car 51% of the

respondents considered the quality attribute while 49% of them did not considered it.

Which attributes did you consider while purchasing a car? Look-attribute considered

Look_Attribute


Cumulative

Percent

Valid yes 31 31.0 31.0 31.0

no 69 69.0 69.0 100.0

Total 100 100.0 100.0



With respect to the look attribute considered while buying the car, 69% of the respondents

did not considered the look attribute while 31% of them consider the look attribute.

Which attributes did you consider while purchasing a car? Mileage-attribute

considered

Mileage_Attribute


Cumulative

Percent

Valid yes 65 65.0 65.0 65.0

no 35 35.0 35.0 100.0

Total 100 100.0 100.0



With respect to the mileage attribute considered while purchasing a car 65% of the

respondents considered the mileage attribute while 35 % of them did not consider while

buying the car. This shows that mileage factor plays an important role in brand choice.

Which attributes did you consider while purchasing a car? Others-attribute

considered

Other_Attribute


Cumulative

Percent

Valid yes 21 21.0 21.0 21.0

no 79 79.0 79.0 100.0

Total 100 100.0 100.0



With respect to any other attributes considered while purchasing a car, 21% of the

respondents considered other attribute while 79% of them did not consider other attribute.

How important is the brand name while purchasing the car?



How important is the brand name while purchasing the car?


Cumulative

Percent

Valid Highly Important 21 21.0 21.0 21.0

Important 61 61.0 61.0 82.0

Neither Important nor

unimportant18 18.0 18.0 100.0

Total 100 100.0 100.0

With respect to the question how important is the brand name while purchasing the car

21% said brand name is highly important while purchasing the car, 61% said it is

important and 18% of them said it is neither important nor unimportant and none of them

said it unimportant or highly unimportant.

No. of Brands Considered while purchasing car?



No. of Brands Considered while purchasing car


Cumulative

Percent

Valid Only 1 15 15.0 15.0 15.0

2 Brands 37 37.0 37.0 52.0

3 Brands 36 36.0 36.0 88.0

4 Brands 9 9.0 9.0 97.0

5 Brands 3 3.0 3.0 100.0

Total 100 100.0 100.0

For the question the No. of brands considered while purchasing the car 15% of the

respondents considered only 1 brand, 37%considered 2 brands,36% considered 3 brands,

9% of them considered 4 brands and 3% of them considered 5 brands.



Is well known branded car always better in quality than less known brand?

Is well known branded car always better in quality than less known brand


Cumulative

Percent

Valid Always 47 47.0 47.0 47.0

Sometimes 36 36.0 36.0 83.0

Most

Frequently7 7.0 7.0 90.0

Not necessarily 10 10.0 10.0 100.0

Total 100 100.0 100.0

It is a very important question regarding the quality perception of consumers between well

known branded cars and lesser known branded car. In my view this question is very close

to Brand name impact on consumer decision making. 47% of the respondents said that

well known branded car is always better in quality than a less known brand, 36% said



sometimes, 7% said most frequently and 10% of them said not necessarily that well known

branded car is always better in quality than less known brand.

Do you think a well known branded car is a status symbol?

Do you think a well known branded car is a status symbol?


Cumulative

Percent

Valid Yes,I agree 51 51.0 51.0 51.0

No,I dont agree 6 6.0 6.0 57.0

Not necessarily 22 22.0 22.0 79.0

I agree,but not

always21 21.0 21.0 100.0

Total 100 100.0 100.0



For the question whether they think that a well known branded car is a status symbol ,51%

of the respondents agreed that branded car is status symbol, 6% of them did not agree,22%

said not necessarily and 21% said they agreed but not always.

Rank the following features for your car?

The objective of the question was to find out to what extent the brand

Name is more important than the desired attributes of the product.

Price of car brands

Price of car brands


Cumulative

Percent

Valid rank 1 14 14.0 14.0 14.0

rank 2 14 14.0 14.0 28.0

rank 3 29 29.0 29.0 57.0

rank 4 18 18.0 18.0 75.0

rank 5 25 25.0 25.0 100.0

Total 100 100.0 100.0



While ranking the attributes ,14% of the respondents ranked price as No.1 factor ,14%

ranked price as No.2, 29% ranked No.3, 18% of them ranked price as No.4 and 25 % of

the respondents ranked price as No.5.

Brand name of car

Brand name_Rank


Cumulative

Percent

Valid rank 1 46 46.0 46.0 46.0

rank 2 23 23.0 23.0 69.0

rank 3 15 15.0 15.0 84.0

rank 4 11 11.0 11.0 95.0

rank 5 5 5.0 5.0 100.0

Total 100 100.0 100.0



While ranking the attributes for their car, 46% of the respondents ranked brand name as

No.1,23% of them ranked brand name as No.2, 15% of them ranked brand name as

No.3,11% of them ranked brand name as No.4 and 5% of them ranked brand name as

No.5.

Mileage of car

Mileage_Rank


Cumulative

Percent

Valid rank 1 21 21.0 21.0 21.0

rank 2 17 17.0 17.0 38.0

rank 3 17 17.0 17.0 55.0

rank 4 34 34.0 34.0 89.0

rank 5 11 11.0 11.0 100.0

Total 100 100.0 100.0



While ranking the attributes for their ,21% of the respondents ranked mileage as No.1

factor,17% ranked mileage as No.2,17% ranked mileage as rank3,34% ranked mileage as

No.4 and 11% ranked the mileage as No.5 factor.

Looks of car

Look_Rank


Cumulative

Percent

Valid rank 1 11 11.0 11.0 11.0

rank 2 17 17.0 17.0 28.0

rank 3 10 10.0 10.0 38.0

rank 4 18 18.0 18.0 56.0

rank 5 44 44.0 44.0 100.0

Total 100 100.0 100.0



While ranking the attributes for their car,11% of the respondents ranked looks of the car as

No.1 factor, 17% of the them ranked No.2, 10% of them ranked looks of the car as

No.3,18% of the ranked looks of the as No.4 and 44% of them ranked looks of the car as

No.5 factor.

Quality of car

Quality_Rank


Cumulative

Percent

Valid rank 1 16 16.0 16.0 16.0

rank 2 25 25.0 25.0 41.0

rank 3 30 30.0 30.0 71.0

rank 4 21 21.0 21.0 92.0

rank 5 8 8.0 8.0 100.0

Total 100 100.0 100.0



While ranking the attributes for their car, 16% of the respondents ranked quality the car as

No.1 factors. 25% of them ranked No.2. 30% of them ranked quality as No.3. 21% of them

ranked Quality as No.4 and 8% of them ranked quality of the car as No.5.

CHAPTER 5



FINDINGS AND SUGGESTIONS

Findings

1. 46% of the respondents own Honda City cars This shows that most the people own

Honda City brand cars in hubli city.

2. 34% of the respondents replied that it was Status that influenced them, 21% replied that it

was necessity. This shows that most respondents feel that owning branded cars is a status

symbol and hence they are influenced by this factor.

3. 93% of the respondents replied that they searched the information before buying

the car and 7% did not search the information.

4. 84% of the respondents replied that they compared the car brands that they were

aware of while buying the car and 16% of them did not compare the car brands.

This shows that maximum number of customer compare the car which they are

going to buy with different car brands that they know.



5. 54% respondents were influenced by the family decision, 33% by own decision,

13% friends decision to make decision about which brand car to buy.

6. 73% of the respondents considered the brand name attribute, where as 27% of them

did not consider the brand name attribute while purchasing a car. This shows that

most of the potential customers consider the brand name while purchasing the car.

7. 59% of the respondents considered the features attribute and 41% of them did not

consider it

8. 50% of the respondents considered the price attribute while purchasing the car and

50% of them did not consider.

9. 51% of the respondents did not consider the quality attribute while 49% of them

considered it while buying the car.

10. 69% of the respondents did not considered the look attribute while 31% of them

consider the look attribute.

11. 65% of the respondents considered the mileage attribute while 35 % of them did

not consider while buying the car. This shows that mileage factor plays an

important role in brand choice.

12. 21% of the respondents considered other attribute while 79% of them did not

consider other attribute. Other attribute were like space and colour.

13. 21% said brand name is highly important while purchasing the car, 61% said it is

important and 18% of them said it is neither important nor unimportant and none of

them said it unimportant or highly unimportant.

14. 15% of the respondents considered only 1 brand, 37%considered 2 brands,36%

considered 3 brands, 9% of them considered 4 brands,1% of them considered 5

brands and 2% of them considered 6 brands.

15. 47% of the respondents said that well known branded car is Always better in

quality than a less known brand, 36% said sometimes,7% said most frequently and

10% of them said not necessarily that well known branded car is always better in

quality than less known brand.

16. 51% of the respondents agreed that branded car is status symbol, 6% of them did

not agree,22% said not necessarily and 21% said they agreed but not always.



17. 14% of the respondents ranked price as No.1 factor ,14% ranked price as No.2,

29% ranked No.3, 18% of them ranked price as No.4 and 25 % of the respondents

ranked price as No.5.

18. 46% of the respondents ranked brand name as No.1,23% of them ranked brand

name as No.2, 15% of them ranked brand name as No.3,11% of them ranked brand

name as No.4 and 5% of them ranked brand name as No.5

19. 21% of the respondents ranked mileage as No.1 factor,17% ranked mileage as

No.2,17% ranked mileage as rank3,34% ranked mileage as No.4 and 11% ranked

the mileage as No.5 factor.

20. 11% of the respondents ranked looks of the car as No.1 factor, 17% of the them

ranked No.2, 10% of them ranked looks of the car as No.3,18% of the ranked

looks of the as No.4 and 44% of them ranked looks of the car as No.5 factor.

21. 16% of the respondents ranked quality the car as No.1 factors. 25% of them ranked

No.2. 30% of them ranked quality as No.3. 21% of them ranked Quality as No.4

and 8% of them ranked quality of the car as No.5

Suggestions

1. As today’s customer are more aware about the different brands available in the

market so before purchasing they go for a search so it is necessary that sales

executives are trained well about the brands so that it is easy for them to convince

the customers.

2. Customers believe well branded cars are better in quality and service so the dealers

should keep in touch with the customers regularly and update them about the

service and offers, so that they become loyal customers and brand loyal.



3. Awareness of Honda cars is good in luxury segment and not in economy and

medium size segment so Honda dealers should create more awareness of its

economy and medium size segment which are very less in Hubli city.

4. Javali Automobiles should create brand awareness through mass media because

through mass media company can reach maximum no. of potential customers.

Through this company can reach the families because family plays important role

in decision making. The following media can be used TV channels, local channels

and news papers.

5. Also the dealer should place attractive hoardings of the Honda brands at strategic

locations in Hubli city.

6. Honda and its dealers have to consider not only the market performance of its cars

but also of its competitor’s cars and at the same time keep the track of the changing

attitude of customer in changed situations. A good strategy differentiates company

brand to other competitor’s brands.

7. Javali Automobiles may suggest the Honda Company to have competitive price to

boost up the sales and increase the brand awareness.

Conclusion: Based on the data analysis, I conclude that when consumer purchases a car,

brand names influence his Choice. Customers choose the well known branded car among

other brands which are new or not so known.

The study shows that branded cars have a great place in consumer mind, when customers

go for purchasing a car, they prefer to purchase a well known branded car. Customers do

not want to try new or unknown branded cars because they have no much information

about the lesser known brand. Usually, people purchase well known branded cars because



they might have heard before about brands or they have some information about them

from other sources.

When consumer purchases a car, the brand name, features, price, quality, looks, mileage

and other factors like colour and space all this attributes influence him to buy a car.

This makes customer feel more comfortable about the well branded cars at the time of

decision making, as they are not so confident about the knowledge they have gathered

about the other brands.

This study also explains that customers trust the branded cars quality. While purchasing a

car people are not interested in the less known brand car, as people are very attached to

some specific brands. Some people are loyal to specific brands, over time they want to

purchase the same branded car because the specific brand has satisfied the customer’s

needs and in turn has gained the trust in the brand name. Brand name has a power, which

attracts the customers towards branded products. The reason is that customer develop

interest and special connection with specific brands product and become the loyal with

brand.

Consumers are aware of Honda Car brands and consider it as luxury. Honda dealers should

create more awareness of its economy and medium size segment which are very less in

hubli city

This project titled has been a knowledge gaining experience for me. By interacting with

the respondents and making visits to the customers, I have been able to understand that

understanding customers is an art and it takes a very strong brand image for a company to

retain itself in the market.

Questionnaire

Dear Sir/ Madam,

I am pleased to introduce myself as a MBA student of IEMS B-school,

Hubli. As a part of our curriculum I have undertaken project on “Influence of

brand name on consumer decision while buying a car” in JAVALI AUTOMOBILES



PVT, Hubli. I assure you that the valuable information provided by you will be of

great help to me and will be used for academic purpose only.

(Tick the appropriate one )

1. Name: ________________________________________

2. Age: 1) 25-35 2) 35-45 3) 45-55 4) 55 and above.

3. Occupation: 1) Business 2) Government service 3) doctor

4) Engineer 5) Lawyer 6) Others.

4. Tel no: ________________________________________

5. Do you have a car? 1) Yes 2) No

6. Which Brand car do you have/would like to have?

Honda: 1) Jazz 2) City 3) Civic 4) Accord 5) CR-V

7. What influenced you to buy a branded car?

Necessity Status Ads Family Friends Others

8. Did you search information for buying the car? 1) Yes 2) No

9. Before purchase did you compare with other company brands?

1) Yes 2) No

10. When you bought the car was it your own decision or collective decision?

1) Own decision 2) Family decision 3) Friends 4) Others

11. Which attributes did you consider while purchasing a car?

Brand name Features Price

Quality look mileage others

12. How important is the brand name while purchasing a car?



1) Highly Important 2) Important 3) Neither Important/nor unimportant

4) Unimportant 5) Highly Unimportant

13. How many car brands did you consider while purchasing a car?

1) Only 1 brand 2) 2 brands 3) 3 brands 4) 4 brands 5) 5brands

14. Do you think that a well known branded car is always better in quality than

a less known brand?

1) Always 2) Sometimes 3) Most frequently 4) Not necessarily

15. Do you think a well known branded car is a status symbol?

1) Yes, I agree 2) No, I don’t agree 3) Not necessarily

4) I agree, but not always

16. Rank the following features for your car brands (From 1 to 5,with 1 being the highest and 5

being the least)

Honda Price Brand name Mileage look Quality

a) Jazz

b) City

c) Civic

d) Accord

e) CR-V

17. Which brand car of Honda do you think is most popular?

1) Jazz 2) City 3) Civic 4) Accord 5) CR-V

18. Any suggestions: ______________________________________________________



_________________________________________________________________________

_______________________________________________________________________

Thank you for your valuable Time



CHAPTER 6

BIBLOGRAPHY

BIBILOGRAGHY

Websites:

1) http://www.hondacarindia.com/2) http://en.wikipedia.org/wiki/honda


http://www.hondacarindia.com/


REFERANCE BOOKS:

1. Marketing management : Philip kotler.

2. Strategic Brand management: Kevin Lane Keller.

3. Brand Management : Y L R Moorthi.


Honda Siel Summer Project

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