A STUDY ON CONSUMER PRECEPTION
TOWARDS HONDA CITY CARS WITH
SPECIAL REFERENCE TO
COIMBATORE CITY
INDEX
CHAPTER
PARTICULARS
PAGE
NO.
LIST OF TABLES
LIST OF CHARTS
I
INTRODUCTION
1.1 INTRODUCTION OF THE INDUSTRY
1
1.2 ABOUT THE ORGANISATION
6
1.3 INTRODUCTION OF THE STUDY
18
1.4 OBJECTIVES OF THE STUDY
19
1.5 LIMITATION OF THE STUDY
19
1.6 SCOPE OF THE STUDY
19
1.7 STATEMENT OF THE PROBLEM
20
II
REVIEW OF LITERATURE
21
III
RESEARCH METHODOLOGY
23
IV
DATA ANALYSIS AND
26
INTERPRETATION
V
5.1 FINDINGS OF THE STUDY
74
5.2 SUGGESTION
76
5.3 CONCLUSION
77
BIBLIOGRAPHY
78
QUESTIONNAIRE
79
LIST OF TABLES
S.NO.
TITLE
PAGE
.NO
1
GENDER OF THE RESPONDENTS
26
2
AGE WISE CLASSIFACTION OF THE
28
RESPONDENTS
3
OCCUPATION OF THEE RESPODENTS
30
4
INCOME LEVEL OF THE RESPODENTS
32
5
EARNING MEMBERS OF THE FAMILY
34
6
NO. OF RESPODENTS OWNING A CAR
36
7
BRAND PREFERED BY RESPODENTS
38
8
USAGE OF CAR
40
9
BRAND SELECTION
42
10
BRAND PREFERENCE
44
11
ENGINE PREFERENCE
46
12
CAR PREFERNCE
48
13
CONSIDERING THE NEW MODEL OFHONDA CITY
MORE COMFORTABLE THAN PREVIOUS
50
MODEL BY THE RESPONDENTS
14
FACTORS CONSIDERED AT THE TIME OF BUYING
HONDA CITY CAR BY THE RESPONDENTS
52
15
CUSTOMERS OPINION ON THE INNOVATIVE
FEATURES OF HONDA CITY
54
16
CUSTOMERS RATING TOWARDS THE CAR THEY
ARE CURRENTLY USING
56
17
OPINION ABOUT OVERALL PERFORMANCE OF
HONDA CITY BY THE RESPONDENTS
58
18
PERCEPTION OF THE RESPONDENTS TOWARDS
60
BUYINGHONDA CITY
19
SATISFACTION OF THE RESPONDENTS WITH
62
THE HONDACITY
20
CUSTOMER’S SATISFACTION TOWARDS THE
MILEAGE ANDMAINTENANCE FEATURES OF
64
HONDA CITY
21
CUSTOMER’S SATISFACTIONTOWARDS THE
PICKUP AND PERFORANCE OF HONDA CITY
66
22
COMPARISON OF PRICE WITH OTHER VEHICLES
OF THE SAME CLASS
68
23
CUSTOMER SUGGESTION ON VARIOUS
FEATURES OF OTHER BRANDS
70
24
RECOMMENDATION OF THE CAR
72
LIST OF CHARTS
S.NO.
LIST OF CHARTS
PAGE
.NO
1
CHART SHOWING THE GENDER OF THE
27
RESPONDENTS
2
CHART SHOWING THE AGE OF THE
29
RESPONDENTS
3
CHART SHOWING THE OCCUPATION
31
OF THE RESPODENTS
4
CHART SHOWING THE INCOME LEVEL
33
OF THE RESPONDENTS
5
CHART SHOWING THE EANING MEMBERS
35
OF THE FAMIL
6
7
8
CHART SHOWING THE RESPONDENTS
OWNING A CAR
CHART SHOWING THE BRANDPREFERANCE
OF THE RESPONDENTS
CHART SHOWING THE USAGE OF THE CAR
37
39
41
BY THE RESPONDENTS
9
10
11
CHART SHOWING THE BRAND SELECTION OF THE
RESPONDENTS
CHART SHOWING THE BRANDPREFERANCE
OF THE RESPONDENTS
CHART SHOWING THE ENGINE
43
45
47
PREFERANCE OF THE RESPODENTS
12
CHART SHOWING THE CAR
PREFERENCE OF THE RESPODENTS
49
13
CHART SHOWING THE COMFORTABILITY OF HONDA
CITYTHAN PREVIOUS MODEL BY THE RESPODENTS
51
14
CHART SHOWING THE FACTORSCONSIDERED
WHEN BUYING A HONDA CITY CAR BY
THE RESPODENTS
53
15
CHART SHOWING THE CUSTOMEROPINION ON THE
INNOVATIVE FEATURES OF HONDA CITY
55
16
CHART SHOWING THE CUSTOMERSRATING
TOWARDS THE CAR THEY ARE CURRENTLY
USING
57
17
CHART SHOWING THE OPINION ABOUT OVERALL
PERFORMANCEOF HONDA CITY BY THE
59
RESPONDENTS
18
CHART SHOWING THE PERCEPTION OF THE
61
RESPONDENTS TOWARDSBUYING HONDA CITY
19
CHART SHOWING THE SATISFACTION OF THE
63
RESPONDENTS WITH THE HONDACITY
20
21
CHART SHOWING THE CUSTOMER’SSATISFACTION
TOWARDS THE MILEAGE AND MAINTENANCE
FEATURES OF HONDA CITY
CHART SHOWING THE CUSTOMER’S SATISFACTION
65
67
TOWARDS THE PICKUP AND PERFORANCE OF HONDA
22
23
CITY
CHART SHOWING THE COMPARISONOF PRICE WITH
THE OTHER VEHICLES OF THE SAME CLASS
CHART SHOWING THE CUSTOMER SUGGESTION
69
71
ON VARIOUS FEATURES OF OTHER BRANDS
24
CHART SHOWING THE RECOMMENDATION
OF THE CAR
73
CHAPTER - 1
1.1 INTRODUCTION OF THE INDUSTRY
AUTOMOBILE INDUSTRY:
The Indian automobile industry is one of the driving forces of the economy,
contributing about 49% to the country’s manufacturing GDP (gross domestic product) and
7.5% to its overall GDP. The sector’s value chain employs about 32 million people. In 2018,
the Indian automobile market piped Germany to become the fourth-largest in the world. In the
last decade, while the production of two-wheelers in India has nearly tripled, the production of
passenger vehicles and commercial vehicles in the country has doubled.
The automobile industry in India is world’s fourth largest, with the country currently
being the world's fourth largest manufacturer of cars and seventh largest manufacturer of
commercial vehicles in 2018.
Indian automotive industry (including component manufacturing) is expected to reach
Rs 16.16-18.18 trillion (US$ 251.4-282.8 billion) by 2026. Two-wheelers dominate the industry
and made up 81 per cent share in the domestic automobile sales.
The Indian automobile sector has emerged as one of the significantly developing and
growing sector in the last decade. The automobile industry of India has witnessed tremendous
growth in all sections, right from two wheelers, three wheelers and passenger car segment. Delicensing in 1991, brought revolutionary changes in the industry and provided well deserve and
timely growth impetus to the respective industry. This attracted foreign auto giants to set up
their production facility in the country in a bid to take advantage of several benefits provided
by the industry
The automobile sector experienced a drastic change in the car segment with the number
of entrants like Toyota, Honda, Ford, GM etc. Indian auto makers like Tata, Mahindra and
Mahindra, Hindustan Motors and MUL are given a tough run for their money by the foreign
players. A number of four wheelers brand competing with each other have left the customer
with a large number of alternatives to choose from. The presence of large number of alternatives
in this segment is the important factor in studying the customer behavior.
1
The rise in disposal income, wide choice of models and easy availability of finance
will drive growth in four wheelers segment and future looks even brighter. The data collected
and analyzed to bring profitable insights for the marketers.
Various factors and motivators that derive the purchase behavior of the mass have been
compiled through primary data and the changes in the outlook of the consumer’s mindset have
to be considered carefully by the marketers.
This thesis is a research to identify the consumer expectation in four wheeler segment of
automobile industry. As far as Consumer expectation is concerned it is the study of how they
purchased and their expectation towards the particular brand
Production:
The industry produced a total 30,915,420 vehicles including passenger vehicles,
commercial vehicles, three wheelers, two wheelers and quadricycle in April-March 2019 as
against 29,094,447 in April-March 2018, registering a growth of 6.26 percent over the same
period last year.
2
Domestic Sales:
The sale of Passenger Vehicles grew by 2.70 percent in April-March 2019 over the
same period last year. Within the Passenger Vehicles, the sales of Passenger Cars, Utility
Vehicle & Vans grew by 2.05 percent, 2.08 percent and 13.10 percent respectively in AprilMarch 2019 over the same period last year.
The overall Commercial Vehicles segment registered a growth of 17.55 percent in
April- March 2019 as compared to the same period last year. Medium & Heavy Commercial
Vehicles (M&HCVs) increased by 14.66 percent and Light Commercial Vehicles grew by
19.46 percent in April-March 2019 over the same period last year.
Three wheelers sales increased by 10.27 percent in April -March 2019 over the same
period last year. Within the Three Wheelers, Passenger Carrier sales registered a growth of
10.62 percent and Goods Carrier grew by 8.75 percent in April-March 2019 over April-March
2018.
Exports:
In April-March 2019, overall automobile exports grew by 14.50 percent. While
Passenger Vehicles exports declined by (-) 9.64 percent, Commercial Vehicles, Three
Wheelers and Two Wheelers registered a growth of 3.17 percent, 49.00 percent and 16.55
percent respectively in April-March 2019 over the same period last year.
Government Initiatives:
 The Government of India encourages foreign investment in the automobile sector and
allows 100 per cent FDI under the automatic route.
 Some of the recent initiatives taken by the Government of India are  Under Union Budget 2019-20, government announced to provide additional income tax
deduction of Rs 1.5 lakh (US$ 2,146) on the interest paid on the loans taken to purchase
EVs.
 The government aims to develop India as a global manufacturing centre and an R&D
hub.
3
 Under NATRIP (National Automotive Testing and R&D Infrastructure Project),
the Government of India is planning to set up R&D centres at a total cost of US$ 388.5
million to enable the industry to be on par with global standards.
 The Ministry of Heavy Industries, Government of India has shortlisted 11 cities in the
country for introduction of electric vehicles (EVs) in their public transport systems
under the FAME (Faster Adoption and Manufacturing of (Hybrid) and Electric
Vehicles in India) scheme. The government will also set up incubation centre for startups working in electric vehicles space.
 In February 2019, the Government of India approved the FAME-II scheme with a fund
requirement of Rs 10,000 crore (US$ 1.39 billion) for FY20-22.
Road Ahead:
 The automobile industry is supported by various factors such as availability of skilled
labour at low cost, robust R&D centres and low cost steel production.
 The industry also provides great opportunities for investment and direct and indirect
employment to skilled and unskilled labour.
Expected Automotive Trends:
Vehicle inventory on the roads is expected to decrease significantly according to PWC.
This could be because of the expected increase of shared vehicles on the road lessening the
total amount owned by consumers. However, vehicle sales are expected to rise because the
vehicles will need to be replaced more often as a result of more frequent usage.

Expected inventory decrease by country by 2030: Europe 25% decrease, United States 22%
decrease, and China 50% decrease.

There will be rapid R&D investments by auto manufacturers and related businesses.

Total mileage is expected to increase as the amount of shared vehicles increases. Instead of
cars sitting around in parking lots while people are at work, shared vehicles will be in use
wherever driving needs arise. This will increase total mileage.

Decisions regarding long-term structure and regulations for autonomous vehicles are expected
to occur between 2020 and 2025.
4

Auto manufacturers and suppliers will have shrinking margins, but will have to invest in
innovations to keep pace with the new demand. The lower manufacturing margins could lead
to automakers providing mobility services (running a fleet of shared vehicles) to boost margins.
So, the future business model for automakers may include: manufacturing, sales and the
operation of shared vehicles.

About 50% of mileage driven in China, 40% of mileage driven in Europe and 36% of mileage
driven in the U.S. could be covered by autonomous vehicles by 2030.

By 2030, total mileage driven may increase by 24 in the United States, 28% in Europe, and
183% in China.

55% of all new car sales could be fully electric by 2030.

95% of new car sales are expected to be partially electric by 2030.

During the transition period to autonomous, annual vehicle sales are expected to increase by
40% to 24 million units in Europe, up 30% in China to 35 million units, and up 20% in the
United States to 22 million units.

Ride-sharing in Europe is expected to grow at a CAGR of 20% by 2030. This will take ridesharing from 1% currently to 10% by the mid 2020s and 25% by 2030.

Ride-sharing in the United States is expected to increase from 1% to 33.5% in 2030.

The fastest growth for ride-sharing is expected to be in China. By 2030, 45% of personal
mileage in China is expected to be from shared vehicles.
5
1.2 ABOUT THE ORGANISATION
SUNDARAM HONDA
HCIL's (Honda Cars India Ltd.,) first manufacturing unit was set up at Greater Noida,
U.P in 1997. The green field project is spread across 150 acres and has an annual production
capacity of 120,000 units. HCIL's second plant in Tapukara is the first car manufacturing plant
in the state of Rajasthan. The state-of the art Power train and Press shop in Tapukara plant have
been operational since September 2008. This facility is spread over 450 acres and has an annual
production capacity of 120,000 units. HCIL started the production of cars from its Tapukara
Plant from February 2014. This plant is the culmination of the best manufacturing know-how
and practices gathered from Honda's global operations.
Sales Network:
Honda Cars India Ltd., (HCIL) has a strong sales and distribution network spread across
the country. The network includes 295 authorized dealership facilities in 188 cities. HCIL
dealerships are based on the "3S Facility" format, offering complete range of Sales, Service
and Spares services to its customers.
Environment and Safety:
The Honda Group is globally recognized for its concern towards environment, safety
and conservation of the society in which it operates. HCIL follows the same in India for
achieving high standards in environmental safety in the various processes of car manufacturing.
Honda Assure:
'Honda Assure' is an Insurance initiative introduced by HCIL to enhance ownership
experience for Honda car customers. Under the Honda Assure program, all Honda car
customers get the benefit of a more transparent, hassle-free transaction and a quick turnaround
time on their insurance claims. The entire transaction is routed through an on-line central server
which enables HCIL to monitor the overall operations more effectively. Some of the direct
benefits to the customers include Cashless Insurance across India, instant policy issuance, and
improved turnaround time.
Auto Terrace:
Honda's Exchange and Pre-Owned car division Auto Terrace has been in existence ever
since the inception of HCIL in India. Present in all major Honda dealers across the country,
6
Auto Terrace presents itself as the one-stop solution for catering to the needs of customers
wanting to exchange their existing cars for a New Honda car.
Vision
Basic Principles:
 Respect for the individual.
 The Three Joys (buying, selling and creating).
 We at Honda believe that each person working in or coming in touch with our
Company, directly or through our products, should share a sense of joy through that
experience. This feeling is expressed in what we call "The Three Joys".
Our Goal is to provide joy through our Business:
 The Joy of Buying: For those who buy our Products.
 The Joy of Selling: Engage in selling our products and services.
 The Joy of Creating: Involved in business of creating our Products.
Company Principle (Mission Statement)
Maintaining a global viewpoint, we are dedicated to supplying products of the highest
quality, yet at a reasonable price for worldwide customer satisfaction.
Management Policies:
 Proceed always with ambition and youthfulness.
 Respect sound theory, develop fresh ideas, and make the most effective use of time.
 Enjoy work and encourage open communication. 
 Strive constantly for a harmonious flow of work.
 Be ever mindful of the value of research and endeavor.
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 and development centres and manufacturing facilities in each region.
7
Furthermore, as a socially responsible corporate citizen, we strive to address important
environmental and safety issues.
Certifications:
Honda strives to consistently improve the environmental performance of its
manufacturing operations, products and supply chain. The Company identifies environmental
impact and develops strategies to mitigate impacts in each of these areas.
ISO
14001:2004 BS
Environmental management
OHSAS
18001:2007 ISO
Occupational health and safety
9001:2008
Quality Management Systems for
applying management system of
high standards for Manufacturing,
Marketing and after Sales Service
of cars
BUSINESS ETHICS PROPOSAL LINE (BEPL) - VIGIL MECHANISM
POLICY:
Honda Cars India Limited (HCIL’s) stated vision and goal is to become a company that
society wants to exist. In order to meet the expectation of the stakeholders and the society,
Honda Corporate Governance (HCG) System has been set up.
As part of Corporate Governance system, the BEPL – VIGIL MECHANISM Policy
has been established, with the aim to enable Directors and employees to report any instance
8
of unethical behaviour, actual or suspected fraud or violation of Honda Conduct Guidelines,
internal policies and statutory laws in the Company.
Legacy

Foundation (1960's)

1980's
9
INNOVATION:
Honda has always believed in giving more excitement and more joy. Be it designing
high performance sports cars that are a pleasure to behold and a joy to drive or creating the
world's first humanoid robot to walk on two legs or countless other technologies that astonish
and delight Honda's spirit of exploration frequently invents the future.
Not surprisingly, millions of people worldwide often respond to Honda's spirit of
innovation with a sense of delight and amazement. Honda's obsession for technology that
continuously improves upon the performance and safety of all Honda vehicles is what sets it
apart from other names in the car industry.
TECHNOLOGY:
I-VTEC: Honda engine technology delivers environmental responsibility
and driving pleasure...
VCM: With its flexible use of cylinders, the unique VCM (Variable
Cylinder Management)...
VSA : The VSA (Vehicle Stability Assist) technology.
IMA: With an electric motor assisting the engine, Honda hybrid vehicles
realize both superior
10
Environment:
Honda has established a global environmental slogan as an expression of the company’s
proactive commitment to make progress in its environmental efforts on a global basis. With
this slogan, Honda will strive to become the leader in the area of environmental and energy
technologies.
The new global environmental slogan and symbol will be used with Honda’s
internal and external environmental activities and communications around the world. "Blue
Skies for Our Children."
Honda Environmental Vision:
Realizing “the Joy and Freedom of Mobility” and “a Sustainable Society where People
Can Enjoy Life”
Global Environmental Slogan:
Blue Skies for Our Children
Honda engineers, who took on the challenge to meet the stringent new emissions
standards of the 1970s U.S. Clean Air Act, used the phrase “blue skies for our children” as a
passionate rallying cry to devote themselves to this effort. Honda wants to pass on the “joy and
freedom of mobility to the next generation” (for our children), therefore, we want to realize a
sustainable society where people can enjoy life (blue skies). This slogan continues to represent
Honda’s passion toward its environmental commitment which has not wavered and will remain
resolute in the future.
11
Global Environmental Symbol:
The circular graphic represents the earth and sun with blue skies (clean air), clean
water,and lush green land expressing the bounty of nature that is necessary for us to realize a
sustainable society where people can enjoy life. The white line through the middle represents
a road where freedom of mobility is realized, while the heart represents Honda’s thinking and
passion toward our environmental commitment.
SAFETY:
Realization of safe coexistence of people and mobility:
Honda’s quest for safety is not limited to the needs of car drivers and motorcycle riders.
Honda’s total commitment to “Safety for Everyone” extends to passengers, pedestrians,
occupants of other vehicles, and everyone on the road. Honda will continue to develop and
refine its innovative technologies to realize a safer society.
Striving to achieve “Safety for Everyone”
Seeking to manufacture cars that enhance safety, Honda has been working to enhance
active safety and collision safety to help reduce human injuries. In the area of collision safety,
in 1998 Honda announced proprietary G-force Control technology (G-CON), which controls
impact (G) forces in collisions to help reduce injuries to people. In 2000, Honda opened the
world’s first indoor Omni-directional crash test safety facility. Through testing and analysis of
real-world accident scenarios, Honda invented Advanced Compatibility Engineering TM
(ACETM) body technology, providing enhanced G-CON safeguards and improved selfprotective capabilities to better shield occupants of both vehicles in car-to-car collisions.
12
Honda also created technology to raise the vehicle hood in car-to-pedestrian collisions,
helping to lessen the potential for pedestrian head injuries. In the area of active safety, in 2003
Honda devised the Collision Mitigation Braking System TM (CMBSTM), which can anticipate
and help reduce the likelihood of a collision with the rear of another vehicle, as well as seatbelt
E-pretensioners. In 2004, Honda developed the world’s first Intelligent Night Vision System,
which uses a far-infrared camera to detect pedestrians on nighttime roads and then alerts the
driver. Honda will continue its efforts to create technology and equipment for both active and
collision safety measures, helping to ensure the wellbeing of all people on roadways.
World’s first driver-side i-SRS airbag system with continuously staged
inflation:
In September 2008, Honda developed the world’s first driver-side i-SRS airbag system
with a continuously-staged inflation function that accommodates a wider range of driver
seating positions and types of collisions. It features spiral-shaped seams and a gas release
control valve designed for optimal control of an airbag’s internal pressure to achieve prompt
and low-impact deployment with continuously-staged inflation, making it possible to sustain
protection for a longer period of time.
HONDA CITY:
The Honda City is a subcompact, then a compact car which has been produced by the
Japanese manufacturer Honda since 1981.
Originally made for the Japanese, European and Australasian markets, the City 3-door
hatchback was retired in 1994 after the second generation. The nameplate was revived in 1996
for use on a series of subcompact four-door sedans aimed primarily at developing markets, first
mainly sold in Asia outside Japan but later also in Latin America and Australia. From 2002 to
2008, the City was also sold as the Honda Fit Aria in Japan. Since then, it has been a
subcompact sedan built on Honda's Global Small Car platform, which is shared with the
Fit/Jazz (a five-door hatchback) the Mobilio, and the Mobilio Spike all of which share the
location of the fuel tank under the front seats rather than rear seats. For the seventh generation
model, it has grown in size to the compact class, but still competes in the subcompact class.
13
By 2017, cumulative sales of the City have exceeded 3.6 million units in over 60
countries around the world since the nameplate was revived in 1996. As of 2017, cumulative
sales of the City reached 700,000 in India. Sales of the City in India contribute to 25 percent
of global sales and the City is Honda's best selling model in India. There are seven generation
in Honda city. They are;
FIRST GENERATION (1981 – 1986):
The first Honda City was introduced in November 1981 with the innovative "Tallboy"
design; of unusual height it enabled four adults to fit comfortably in the very short City (under
3.4 m or 11.2 ft). At the time of its introduction, it was Honda's smallest car, while not being
in compliance with Japanese Government key regulations.
First generation (AA/FV/FA)
14
SECOND GENERATION (1987 – 1994):
Honda replaced the original City series AA in November 1986 with this generation
(designated GA1), and again with an update in 1989 (GA2). This model was produced until
1994. The Fit name also first appeared as a trim variant of the Second Generation City.
Second generation (GA1, GA2)
THIRD GENERATION (1995 – 2002):
The third generation Honda City, codenamed SX8 but with chassis codes 3A2 and 3A3.
It was designed for and sold in the South East Asian market only, launch with slogan “Smart
for the new generation" in 1.3-liter version launch, 1.5-liter version are launch with "Topin-class smart" slogan . First production began in an all-new plant in Thailand, in April 1996.
The car had a dominant position in the market.
Third generation (3A2/3A3
15
FOURTH GENERATION (2003 – 2008):
The Fourth Generation City made its world debut at the Bangkok International Motor
Show in November 2002. It was now offered as a four-wheel drive version. It was imported
from Thailand.
Fourth generation (GD8/GD9)
FIFTH GENERATION (2009 – 2013):
The fifth generation Honda City was unveiled in Bangkok, Thailand in September 2008
followed by launches in India, Pakistan, and Malaysia. . It is manufactured in number of
locations including Turkey, Thailand, Pakistan and Brazil. Since it was launched in India in
November 2008, the City became the best-selling model of the company in the country, with
sales volume even surpassing that of Thailand, previously the best selling market for the City.
The Honda City has been the leader in the mid-sized sedan segment for a decade, with 35%
market share in 2010. In India it came with a 1.5 liter petrol engine mated to a manual
transmission and a CVT.
Fifth generation (GM2/GM3
16
SIXTH GENERATION (2014 – 2018):
The Sixth Generation City is Honda's second model to incorporate the new "Exciting
H" design which was first seen on the third generation that launched in September 2013. It also
won the award of 'Middle East Car of the Year 2014’.
Sixth generation (GM4/GM5/GM6/GM9)
SEVENTH GENERATION (2019 – PRESENT):
The Seventh Generation City was unveiled in Bangkok, Thailand on 25 November
2019. It shared its platform with the fourth generation.
Seventh generation (GN1)
17
1.3 INTRODUCTION OF THE STUDY
Customer Expectation:
Customer expectation encompasses everything that a customer expects from a product,
service or organisation. Customer expectations are created in the minds of customers based
upon their individual experiences and what they have learned, combined with their pre-existing
experience and knowledge.
Customers will have both explicit and implicit expectations regarding the product or
service which they have purchased. They will have performance expectations which include a
dynamic element due to anticipated changes to the product or service over time. Importantly,
they will also have interpersonal and service-level expectations which relate directly to the
customer relationship and interaction with a business or organisation.
Customer expectations are the feelings, needs, and ideas that customer has towards
certain products or service. Customer experience is based on what they want from the product
they are paying for. Most successful organization always aims at meeting or exceeding
customer expectations through high quality products and services. These expectations
influence decision making towards a product or service selection which can be very difficult to
change. This is called as customer expectation.
Customer satisfaction is a must in business. Satisfaction is a person's feelings of
pleasure or disappointment resulting from comparing a product's perceived performance in
relation to his or her expectations.
Satisfaction is a function of perceived performance and expectations. If the
performance falls short of expectations, the customer is dissatisfied. If the performance
matches the expectations, the customer is satisfied. If the performance exceeds expectations,
the customer is highly satisfied or delighted. Many companies are aiming for high satisfaction
because customers who are just satisfied still find it easy to switch when a better offer comes
along.
18
1.4 OBJECTIVES OF THE STUDY:
 To know the factor influencing the customer purchasing of Honda.
 To find the consumer perception towards Honda city.
 To know the customer satisfaction on Honda city car.
 To identify the opinion of the customer on Honda city with other brands.
1.5 LIMITATION OF THE STUDY
1.
A major limitation of the study was the time factor. Due to which sample size had to be
restricted.
2.
The study was restricted to the customers in Tirupur City. So the findings can’t be
generalized to the entire market.
3
Information gathered from the respondents may be biased.
1.6 SCOPE OF THE STUDY
The study is mainly intended to ascertain customer satisfaction and customer
expectation on Honda city. It is believed that such a study will throw light on the strength and
weakness of the dealer on one hand, its opportunity and threats on the other hand. The scope
is mainly focused on customer expectation towards Honda city. These can be studied in detail
or in depth and good remedies can be taken to meet the customer expectation.
The scope also extents about to know what are people's opinion about the company's
service and product, their awareness, likes and dislikes and the company can take into
consideration the suggestion made by them if they compensate with company's view and
policies.
19
1.7 STATEMENT OF THE PROBLEM
The problem selected for present study is to identify the customer expectation of Honda
cars among the customers at Tirupur city.
Since it is said “A problem well defined is half solved”. The problem is specified
clearly with which aspect it should be carried out. The main purpose of the study is to know
the customer expectation and their perception towards the Honda city in Tirupur. To know the
satisfaction level of the product dealt and thus improve distribution pattern. Also to know
reason for purchasing more of specified company brand and thus improve in that aspect. To
know the level of awareness about choice brand of the equipment and also the awareness about
the different brand in the market, this would help to attain the company to take appropriate
steps.
The title of this project clearly states that the purpose of the study is to know the
customer expectation of Honda city. Also the study is an attempt to know the exact expectation
of customers in Tirupur region for the company to do good business.
20
CHAPTER -2
REVIEW OF LITERATURE
A group of researchers of the Center for the Study of Social Policy (2007)13
conceptualize that satisfaction is based on the customer’s experience of both contact with the
organization (the moment of truth) and personal outcomes. According to these researchers,
satisfaction can be experienced in a variety of situations and connected to both goods and
services. To another extent, these researchers defined satisfactions as a “highly personal
assessment” that is greatly influenced by “individual expectations”. This definition views
“individual” element as powerful force to create satisfaction. Likewise, many researchers
(Oliver, 1981; Brady and Robertson, 200114) conceptualize customer satisfaction as an
individual’s feeling of pleasure or disappointment resulting from comparing a product’s
perceived performance (or outcome) in relation to his or her expectations.
Yi and La (2004)17 conclude satisfaction into two general conceptualizations:
transaction-specific satisfaction and cumulative satisfaction. Transaction-specific satisfaction
is a customer’s evaluation of his or her experience and reactions to a particular service
encounter (Cronin and Taylor, 1992; Boshoff and Gray, 2004). Cumulative satisfaction refers
to the customer’s overall evaluation of the consumption experience to date.
Kan (1995) A dissatisfied customer will tell seven to 20 people about their negative
experience. A satisfied customer will only tell three to five people about their positive
experience.
Iacobucci (2001). Customers may explain their satisfaction with a product or service
in terms of specific aspects such as the product attributes, price, customer service, or a
combination of these various features.
Boselie, Hesselink, and Wiele (2002) defined satisfaction as a positive, affective state
resulting from the appraisal of all aspects of a firm’s working relationship with another firm.
This definition purported that satisfaction (understood as affective) can be contrasted
with an objective summary assessment of outcomes – thereby forming a target-performance
comparison mechanism. Therefore, the appropriate definition of customer satisfaction for this
study would be the one by Boselie et al. (2002).
21
Edelman (2006) emphasizes that customer service failures can create conflicts and
sabotage business. In fact, Terrence J.Levesque and Gordon H.G. McDougall, professors of
Business and Economics at Wilfred Laurier University, warned in their study (as cited in
Keaveney, 1995) that service failures cause customers to change service provider. Levesque
and McDougall (2000) describe such service failures as situations where the customer dose not
gain the expected service guaranteed by the provider (2000). The authors (Levesque &
McDougall, 2000).
Zeithaml & Bitner states that:
"Service quality is a focused evaluation that reflects the customer's perception of specific
dimensions of service: reliability, responsiveness, assurance, Empathy, tangibles. Satisfaction,
on other hand, is more inclusive: it is influenced by perceptions of service quality, product
quality, and price as well as situational factors and personal factors.
Author: Ina Landua; [2008]: Due to environmental legislation, economic influences and
increasing concern about the environment among the general public, today’s businesses are
becoming more committed to environmental issues. Some enterprises yet have implemented a
green strategy. This thesis aims at identifying issues that determine the long-term efficiency of
green marketing and how confidence and trust plays a role in order to gain competitive
advantage through customer satisfaction and customer retention. The common denominator of
both, CRM and green marketing is the creation of confidence, trust and value for customers.
So, focus is laid on measures that lend credibility to companies’ green marketing by
interviewing experts and observing their opinions about green marketing and eco-labeling.
Breaking the Customer Code: A model to Translate Customer Expectations into
Specification Limits
Author: Ruben Gregorio; [2010]: Today, firms compete with services rather than goods.
Large service organizations are beginning to use Six Sigma as continuous improvement tool.
An important part of the Six Sigma methodology is the calculation of number of defects in the
process, i.e. points outside the specification limits. Unlike goods quality, which can be
measured objectively by number of defects, in service goods the setting up of specification
limits is a complicated issue because it is marked by the use and expectations among the
different customers.
22
CHAPTER – 3
RESEARCH METHODOLOGY
MEANING OF RESEARCH
Research is defined as a, “scientific ad systematic search for pertinent information on a
specific topic”. The purpose of research is to discover answers to question through the
application of scientific procedures. The main aim of research is to find out the truth which is
hidden and which has not been discovered as yet.
RESEARCH METHODOLOGY
It is the scientific procedure adopted to do a market research. It is a systematic way of
doing research. The methodology of a research work provides an outline and a frame of how it
is conducted. Methodology is defined as “the study of methods by which we gain knowledge,
it deals with cognitive processes imposed on research the problem arising from the nature of
its subject matter”
TYPE OF RESEARCH
The present type of research belongs to the category of ‘Descriptive study’. Descriptive
study are undertaken when the researcher is interested in knowing the characteristics of certain
groups, assessing behavior, making projections or for determining the relationship between 2
or more variables.
SAMPLING TECHNIQUE
Sampling procedure
Non probability sampling method involves a deliberate selection of particular units of
the universe for constituting a sample which request the universe. Non probability sampling is
any procedure in which elements will not have the equal opportunities of being included in a
sample.
23
Convenience Sampling
When the population elements are selected for inclusion in the sample based on the ease
of access is known as the convenience sampling. The research design is descriptive which is
concerned with narration of facts and descriptive of various characteristics of particular group
of customer. Here the respondents are chosen on the basis of non-probability sampling under
which convenience sampling design was used.
Source of data
The research should keep in mind two types of data while collecting data via primary
data and secondary data.
 Primary data: primary data may be described as those data that have been observed
and recorded by the researcher for the first time to their knowledge. I use the survey
method frank questionnaire with general face-to-face interaction of customers. A
questionnaire was prepared with the help of the primary data has been collected
 Secondary data: These data already exist in the companies magazines. I collect the
secondary data from:-

Magazines

Journals

Internet

Annual reports
RESEARCH DESIGN
 Survey was conducted with a questionnaire having almost 25 questions.
 Survey was conducted with the general public of Tirupur city.
 Survey was done in the period of Two weeks.
SAMPLE SIZE
The study contains a sample size of 150 customers.
SOURCE OF COLLECTION OF DATA
The mode of data collection is survey method. The survey method is more appropriate
to the study.
24
Data collection instrument
The tools used for data collection in this research study are questionnaire. A
questionnaire is simply a formalized set of questions for elicit information.
Multiple choice question
When you want respondents to pick the best answer or answers from among the all
possible options, consider writing a multiple-choice question. Multiple-choice question are
easy to lie out on a written survey.
STATISTICAL TOOL USED
Tools used for the study are SIMPLE PERCENTAGE METHOD.
TOOLS USED FOR ANALYSIS
Simple Percentage Method:
Simple percentage analysis refers to a ratio. With the help of absolute figures it will be
difficult to interpret any meaning from the collected data but when percentage are found out
then it becomes easy to find the relative difference between two or more attributes.
Present of respondents =
No. of respondents
*100
Total no of respondents
25
DATA ANALYSIS AND INTERPRETATION
TABLE – 1
Gender of the respondents
S.No
Gender
No. of respondents
Percentage
1
Male
94
63
2
Female
56
37
Total
150
100.0
INTERPRETATION
The table above shows that 63% of the respondents are male and 37% of them are
female.
26
CHART – 1
CHART SHOWING THE GENDER OF THE RESPONDENTS
27
TABLE – 2
AGE WISE CLASSIFACTION OF THE RESPONDENTS
S.No
Age group
No. of respondents
Percentage
1
15 – 20
40
26.7
2
21 – 25
60
40
3
26 – 30
22
14.7
4
31 – 35
9
6
5
36 & above
19
12.6
Total
150
100.0
INTERPRETATION
From the above table it is inferred that 26.7% of the respondents come under the age
group of 15-20 years, 40% come under age group 21 – 25 years, 14.7% come under the age
group 26 – 30 years, 6% come under age group 31 – 35 years and only 12.6% are come under
the age group of 36 & above years.
Thus the majority of the respondents are in the age group of 21-25 years.
28
CHART -2
CHART SHOWING THE AGE OF THE RESPONDENTS
AGE OF THE RESPONDENTS
15 - 20
21 - 25
26 - 30
31-35
36 and above
29
TABLE – 3
OCCUPATION OF THEE RESPODENTS
S.No
Occupation
No. of respondents
Percentage
1
Employee
39
26
2
Business
39
26
3
NRI
2
1
4
Others
70
47
Total
150
100.0
INTERPRETATION
Cars are used for easy transport from one place to another place, and more over
occupation plays a key role in this regard. The study shows that respondents of 26% are
employed, 26% are doing business, 1% is NRI and 47% comes under the category of other
occupation.
Majority of the respondents are doing other occupation.
30
CHART – 3
CHART SHOWING THE OCCUPATION OF THE RESPODENTS
31
TABLE – 4
INCOME LEVEL OF THE RESPODENTS
S.No
Monthly Income (Rs.)
No. of respondents
Percentage
1
1,00,000 – 2,00,000
61
41%
2
2,00,000 – 3,00,000
25
17%
3
3,00,000 – 4,00,000
24
16%
4
More than 4,00,000
40
27%
Total
150
100.0
INTERPRETATION
Income is also a main factor that decides in the possession of cars. Out of 150
respondents 41% are earning 1,00,000 – 2,00,000, 17% are earning 2,00,000 – 3,00,000,16%
are earning 3,00,000 – 4,00,000 and 27% of them are earning more than 4,00,000.
32
CHART – 4
CHART SHOWING THE INCOME LEVEL OF THE RESPONDENTS
33
TABLE – 5
EARNING MEMBERS OF THE FAMILY
S.No
Earning members of the family
No. of respondents
Percentage
1
1member
42
28
2
2members
67
45
3
3members
26
17
4
4members
15
10
Total
150
100.0
INTERPRETATION
The above table shows that, out of the 150 respondents, 28% of the respondents have 1
earning member in the family, 45% of the respondents have 2 earning members, 17% have 3
earning member and 10% of the respondent have 4 earning member.
34
CHART – 5
CHART SHOWING THE EANING MEMBERS OF THE FAMIL
35
TABLE – 6
NO.OF RESPODENTS OWNING A CAR
S.No
Owning a car
No.of respondents
Percentage
1
Yes
133
89
2
No
17
11
Total
150
100.0
INTERPRETATION
89% of respondents were own a car and 11% of respondents were not own a car.
36
CHART – 6
CHART SHOWING THE RESPONDENTS OWNING A CAR
37
TABLE – 7
BRAND PREFERED BY RESPODENTS
No.of respondents
Percentage
1
Brand preferred by
respondents
Skoda
13
9
2
Honda
49
33
3
Maruti Suzuki
47
31
4
Others
41
27
Total
150
100.0
S.No
INTERPRETATION
9% of respondents preferred Skoda, 33% of respondents preferred Honda, 31% of
respondents preferred Maruti Suzuki, and 27% of respondents preferred other brands.
38
CHART – 7
CHART SHOWING THE BRAND PREFERANCE OF THE
RESPONDENTS
39
TABLE – 8
USAGE OF CAR
S.No
Usage of car
No.of respondents
Percentage
1
Daily
49
33
2
Weekly
70
47
3
Only
for
long 31
distance travel
21
Total
100.0
150
INTERPRETATION
33% of respondents use their car on daily basis, 47% of respondents use their car on weekly
basis, and 21% of respondents use their car only for long distance travel.
40
CHART – 8
CHART SHOWING THE USAGE OF THE CAR BY THE
RESPONDENTS
41
TABLE – 9
BRAND SELECTION
S.No
Brand selection
No.of respondents
Percentage
1
Past experience
59
39
2
Online reviews
26
17
3
Friends & family
65
43
Total
150
100.0
INTERPRETATION
From the above table, 39% of the people select their brand based upon their past
experiences, 17% select the brand through online reviews, and the rest 43% select the brand
with the help of their friends and family member’s recommendations.
42
CHART – 9
CHART SHOWING THE BRAND SELECTION OF THE
RESPONDENTS
43
TABLE – 10
BRAND PREFERENCE
S.NO
NO.OF
RESPODENTS
35
PERCETAGE
1
BRAND
PREFERENE
BRAND NAME
2
PRICE
16
11
3
FEATURES
45
30
4
COMFORTABILITY 54
36
TOTAL
100.0
150
23
INTERPRETATION
From the above table 23% of respondents prefer the brand name, 11% of respondents
prefer the price, 30% of respondents prefer the features and 36% of respondents prefer the
comfortability.
44
CHART – 10
CHART SHOWING THE BRAND PREFERANCE OF THE
RESPONDENTS
45
TABLE – 11
ENGINE PREFERENCE
S.NO
ENGINE
PREFERENCE
NO.OF
RESPODENTS
PERCENTAGEE
1
PETROL
49
33
2
DIESEL
97
65
3
AUTOGAS
4
3
TOTAL
150
100.0
INTERPRETATION
From the above table 33% of respondents prefer petrol, 65% of respondents prefer diesel and
3% of respondents prefer auto gas.
46
CHART – 11
CHART SHOWING THE ENGINE PREFERANCE OF THE
RESPODENTS
47
TABLE – 12
CAR PREFERNCE
S.NO
CAR
NO.OF
PERCENTAGE
PREFERENCE
RESPODENTS
1
HATCHBACK
29
29
2
SEDAN CLAS
44
51
3
SUV TYPE
77
19
TOTAL
150
100.0
INTERPRETATION
From the above table 29% of respondents prefer hatchback, 51% of respondents prefer sedan
class and 19% of respondents prefer SUV type.
48
CHART – 12
CHART SHOWING THE CAR PREFERENCE OF THE RESPODENTS
49
TABLE – 13
CONSIDERING THE NEW MODEL OF HONDA CITY MORE
COMFORTABLE THAN PREVIOUS MODEL BY THE RESPONDENTS
S.NO
COMFORTABILITY NO.OF
OF HONDA CITY
PERCENTAGE
RESPONDENTS
THAN PREVIOUS
MODEL
1
YES
132
88
2
NO
18
12
TOTAL
150
100.0
INTERPRETATION
From the above table 88% of respondents considering the new model of Honda city
more comfortable than previous models and 12% of respondents is not considering the new
model of Honda city more comfortable than previous model.
50
CHART – 13
CHART SHOWING THE COMFORTABILITY OF HONDA CITY
THAN PREVIOUS MODEL BY THE RESPODENTS
51
TABLE – 14
FACTORS CONSIDERED AT THE TIME OF BUYING HONDA CITY
CAR BY THE RESPONDENTS
S.NO
FACTORS
NO.OF
CONSIDERD
RESPONDENTS
PERCENTAGE
WHEN BUYING A
HONDA CITY
CAR
1
DURABILITY
84
56
2
AFTER
50
33
PRICE
16
11
TOTAL
150
100.0
SALE SERVICE
3
INTERPRETATION
From the above table 56% of respondents considering durability is the important factors
when they buying a Honda city, 33% of respondents considering after sale service is the
important factors when they buying a Honda city and 11% of respondents considering price is
the important factors when they buying a Honda city.
52
CHART – 14
CHART SHOWING THE FACTORS CONSIDERED WHEN BUYING A
HONDA CITY CAR BY THE RESPODENTS
53
TABLE– 15
CUSTOMERS OPINION ON THE INNOVATIVE FEATURES OF
HONDA CITY
S.NO
FEATURES
VERY
GOOD
GOOD
1
ENGINE
VERY
BAD
BAD
NO.OF
RESPONDENTS
76
69
3
2
150
DESIGN
2
HANDLING
57
89
3
1
150
3
ROAD GRIP
72
61
11
6
150
4
EXTERIOR
76
69
4
1
150
84
58
7
1
150
LOOK
5
INTERIOR
LOOK
INTREPRETATION
76 respondents have stated that the engine design of Honda City is very good; 89
respondents have stated that the handling is good; 72 respondents have stated that the road grip
of the car is very good; 76 respondents have stated that the exterior look of the car is also very
good; 84 respondents have also liked their interior look.
54
CHART – 15
CHART SHOWING THE CUSTOMER OPINION ON THE
INNOVATIVE FEATURES OF HONDA CITY
55
TABLE – 16
CUSTOMERS RATING TOWARDS THE CAR THEY ARE
CURRENTLY USING
S.NO
VEHICLE
EXCELLENT VERY
RATING
GOOD
AVERAGE NO.OF
GOOD
RESPODENTS
78
46
25
1
150
58
75
16
1
150
64
53
31
2
150
4
LOOK&STYLE 67
52
29
2
150
5
SAFETY
68
51
29
2
150
64
56
25
5
150
1
FUEL
EFFICIENCY
2
RIDING
COMFORT
3
BRAND
VALUE
FEATURES
6
PICKUP
INTREPRETATION
From the above table 78 respondents have rated excellent for the fuel efficiency of the
car which they are currently using ; 75 respondents have felt that the riding comfort of their car
is very good ; 64 respondents feel that their car is of excellent brand value ; 67 respondents
have felt that their car’s look and style is excellent ; 68 respondents have again felt that their
car’s safety features are excellent ; 64 respondents have also rated excellent for the pickup of
the car they are currently using.
56
CHART -16
CHART SHOWING THE CUSTOMERS RATING TOWARDS THE
CAR THEY ARE CURRENTLY USING
57
TABLE – 17
OPINION ABOUT OVERALL PERFORMANCE OF HONDA CITY BY
THE RESPONDENTS
S.NO
PERFORMANCE
NO.OF
PERCENTAGE
OF HONDA CITY
RESPONDENTS
1
EXCELLENT
43
29
2
VERY GOOD
83
55
3
GOOD
21
14
4
AVERAGE
3
2
TOTAL
150
100.0
INTERPRETATION
From the above table 29% of the respondents said excellent about the overall
performance of Honda city, 55% of the respondents said very good about the overall
performance of Honda city,14% of the respondents said good about the overall performance of
Honda city and 2% of the respondents said average about the overall performance of Honda
city
58
CHART – 17
CHART SHOWING THE OPINION ABOUT OVERALL
PERFORMANCE OF HONDA CITY BY THE RESPONDENTS
59
TABLE – 18
PERCEPTION OF THE RESPONDENTS TOWARDS BUYING HONDA
CITY
S.NO
PERCEPTION
NO.OF
TOWARDS
RESPONDENTS
PERCENTAGE
BUYING HONDA
CITY
1
GIVES GOOD
27
18
MILEAGE
2
A GRAND LOOK
49
33
3
REASONABLE
18
12
ALL THE ABOVE
56
37
TOTAL
150
100.0
PRICE
4
INTERPRETATION
From the above table 18% of the respondents prefer Honda city for giving good
mileage, 33% of the respondents prefer Honda city for its grand look, 12% of the respondents
prefer Honda city for its reasonable price, 37% of the respondents prefer all the factors of
Honda city.
60
CHART – 18
CHART SHOWING THE PERCEPTION OF THE RESPONDENTS
TOWARDS BUYING HONDA CITY
61
TABLE – 19
SATISFACTION OF THE RESPONDENTS WITH THE HONDA CITY
S.NO
SATISFACTION
NO.OF
WITH THE
RESPONDENTS
PERCENTAGE
HONDA CITY
1
HIGHLY
64
43
SATISFIED
2
SATISFIED
84
56
3
DISSATISFIED
2
1
TOTAL
150
100.0
INTERPRETATION
From the above table 43% of the respondents were highly satisfied with the Honda city,
56% of the respondents were satisfied with the Honda city and 1% of the respondents were
dissatisfied with the Honda city.
62
CHART – 19
CHART SHOWING THE SATISFACTION OF THE RESPONDENTS
WITH THE HONDA CITY
63
TABLE – 20
CUSTOMER’S SATISFACTION TOWARDS THE MILEAGE AND
MAINTENANCE FEATURES OF HONDA CITY
S.NO
SATISFACTION
NO.OF
TOWARDS
RESPONDENTS
PERCENTAGE
MILEAGE AND
MAINTENANCE
FEATURES
1
EXCELLENT
66
44
2
GOOD
68
45
3
FAIR
15
10
4
BAD
1
1
TOTAL
150
100.0
INTREPRETATION
From the above table 44% of the respondents felt that mileage and maintenance features of
Honda city is excellent, 45% of the respondents felt that it was good, 10% of the respondents
felt that it was fair and 1% of the respondents felt that it is bad.
64
CHART – 20
CHART SHOWING THE CUSTOMER’S SATISFACTION TOWARDS
THE MILEAGE AND MAINTENANCE FEATURES OF HONDA CITY
65
TABLE- 21
CUSTOMER’S SATISFACTIONTOWARDS THE PICKUP AND
PERFORANCE OF HONDA CITY
S.NO
SATISFACTION
NO.OF
TOWARDS
RESPONDENTS
PERCENTAGE
PICKUP AND
PERFORMANCE
1
YES
144
96
2
NO
6
4
TOTAL
150
100.0
INTREPRETATION
From the above table 96% of the respondents were satisfied with the pickup and
performance of Honda city where as the rest 4% weren’t satisfied with the same.
66
CHART – 21
CHART SHOWING THE CUSTOMER’S SATISFACTIONTOWARDS
THE PICKUP AND PERFORANCE OF HONDA CITY
67
TABLE – 22
COMPARISON OF PRICE WITH THE OTHER VEHICLES OF THE
SAME CLASS
S.NO
COMPARISON OF NO.OF
PERCENTAGE
PRICE
RESPODENTS
1
CHEAPER
25
17
2
REASONABLE
115
77
3
COSTLIER
10
7
TOTAL
150
100.0
INTREPRETATION
From the above table 17% of respondents have felt Honda city is cheaper than other
vehicles of the class, 77% of respondent ha felt that it is reasonable and 7% of them felt costlier.
68
CHART – 22
CHART SHOWING THE COMPARISON OF PRICE WITH THE
OTHER VEHICLES OF THE SAME CLASS
69
TABLE – 23
CUSTOMER SUGGESTION ON VARIOUS FEATURES OF OTHER
BRANDS
S.NO
SUGGESTION
HONDA
VERNA
CIAZ
POLO
CITY
1
ENGINE
NO.OF
RESPONDENT
95
31
11
13
150
DESIGN
2
HANDLING
54
59
20
17
150
3
DURABILITY
75
28
35
12
150
4
PERFORMANCE 56
42
21
31
150
5
SAFETY
67
38
28
17
150
6
STYLE
67
49
15
19
150
INTREPRETATION
From the above table 95 respondents have chosen Honda City for their engine design ;
59 respondents have chosen Verna for the ease in Handling ; 75 respondents have again chosen
Honda City for their durability ; 56 respondents have chosen Honda City for its best
performance ; 67 of the respondents have again selected Honda City for their safety and style.
70
CHART – 23
CHART SHOWING THE CUSTOMER SUGGESTION ON VARIOUS
FEATURES OF OTHER BRANDS
71
TABLE – 24
RECOMMENDATION OF THE CAR
S.NO
RECOMMENDATION NO.OF
PERCENTAGE
OF THE CAR
RESPONDENTS
1
YES
139
93
2
NO
11
7
TOTAL
150
100
INTERPRETATION
From the above table 93%of the respondents will recommend their car they are
currently using to other and 7%of the respondents won’t recommend their car.
72
CHART – 24
CHART SHOWING THE RECOMMENDATION OF THE CAR
73
CHAPTER -V
5.1 FINDINGS OF THE STUDY
SUMMARY OF FINDINGS
It is found that majority (63%) of the respondents are male.
1. The study reveals that majority (40%) of the respondents come under the age group of
21-25 years.
2. The study reveals that majority (47%) of respondents are doing other occupation.
3. The study exhibit that majority (41%) of respondent are earning 1,00,000 – 2,00,000
4. The study reveals that majority (45%) of respondents have 2 earning members in the
family
5. The study exhibit that majority (89%) of respondents were own a car
6. The study shows that (33%) of respondents preferred Honda
7. The study reveals that (47%) of respondents use their car on weekly basis
8. The study reveals that (43%) of respondents select the brand with the help of their
friends and family member’s recommendation
9. The study shows that (36%) of respondents prefer the comfortability
10. The study shows that (65%) of respondents prefer diesel
11. The study reveals that (51%) of respondents prefer sedan class
12. The study shows that (88%) of respondents considering the new model of Honda city
more comfortable than previous models
13. The study reveals that (56%) of respondents considering durability is the important
factors when they buying a Honda city
14. The study exhibit that 76 respondents have stated that the engine design of Honda City
is very good, 89 respondents have stated that the handling is good, 72 respondents have
stated that the road grip of the car is very good, 76 respondents have stated that the
exterior look of the car is also very good and 84 respondents have also liked their
interior look.
74
15. The study shows that 29% of the respondents said excellent about the overall
performance of Honda city, 55% of the respondents said very good about the overall
performance of Honda city,14% of the respondents said good about the overall
performance of Honda city and 2% of the respondents said average about the overall
performance of Honda city
16. The study shows that (55%) of the respondents said very good about the overall
performance of Honda city
17. The study shows that (33%) of the respondents prefer Honda city for its grand look
18. The study reveals that (56%) of the respondents were satisfied with the Honda city
19. The study shows that (45%) of the respondents felt that mileage and maintenance
features of Honda city is good
20. The study shows that (96%) of the respondents were satisfied with the pickup and
performance of Honda city
21. The study shows that (77%) of respondents have felt Honda city is reasonable than
other vehicles of the class
22. The study shows that 95 respondents have chosen Honda City for their engine design;
59 respondents have chosen Verna for the ease in Handling; 75 respondents have again
chosen Honda City for their durability; 56 respondents have chosen Honda City for its
best performance; 67 of the respondents have again selected Honda City for their safety
and style.
23. The study shows that (93%) of the respondents will recommend their car they are
currently using to other.
75
5.2 SUGGESTION

Honda car should undertake strategies to get competitive advantage.

Since the Honda car having effective competitors, they can be promoting brand
ambassadors to attract customers by the way of advertisements.

Company should have to undertake checkup camp and service camp, which is helpful
to increase customer relation.

The company should maintain better customer relationship.
76
5.3 CONCLUSION
In India there are numbers of branded Car Manufacturers trying to get leadership
position in the market, but this is possible only through boosting the customer satisfaction and
brand preference among the people.
Many firms and companies try to attain number one position and improve its image by
creating awareness about their brand and depend upon the potential market.
The analysis of the study show that our brand Honda car have at most satisfaction
among the customers, but to get the number one position in this competitive market, Honda car
has to improve their effective sales, personals, promotional and advertising activities through
famous medium.
Hence it is concluded that HONDA is recognized brand and working well, giving good
products to market in low price so, it’s nice to go with Honda rather than others.
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BIBLIOGRAPHY
1. Company Profile, Honda Cars India, 2015
2. ^ HCIL Website - Honda Executives Archived 2007-09-28 at the Wayback Machine
3. ^ "Honda Cars India | Honda Hatchback, Sedan, SUV Cars". Honda Car India.
Retrieved 30 April 2020.
4. ^ "India", Wikipedia, 28 April 2020, retrieved 30 April 2020
5. ^ "Honda", Wikipedia, 23 April 2020, retrieved 30 April 2020
6. ^ "Honda Car India-Company Profile". Honda Car India. Retrieved 30 October 2015.
7. ^ "Honda India rolls out its first car from Tapukara Plant in Rajasthan completed in
2014 South of Delhi". IANS. News.biharprabha.com. Retrieved 25 February 2014.
8. ^ "HSCI Commences Construction at its Second Plant in Rajasthan". Honda Car India
press releases. Archived from the original on 20 December 2016. Retrieved 30 October
2015.
9. ^ "Archived copy". Archived from the original on 12 July 2011. Retrieved 22 July
2012.
10. "Financial Results: Honda Motor Company" (PDF). May 2019. Retrieved 15 June
2018.
11. ^ Grant, Robert M.; Neupert, Kent E. (2003). Cases in contemporary strategy analysis
(3rd Ed.). Wiley-Blackwell. ISBN 1-4051-1180-1.
12. ^ Johnson, Richard Alan (2005). Six men who built the modern auto industry. Motor
Books International. p. 52. ISBN 0-7603-1958-8.
13. ^ https://hondanews.eu/eu/no/motorcycles/media/pressreleases/199277/honda-iscelebrating-the-production-of-400-million-motorcycles
14. ^ Miller, Edward (18 April 2008). "FIRST MOTORCYCLE AIRBAG EARNS
TAKATA AND HONDA 2008 AUTOMOTIVE NEWS PACE INNOVATION
PARTNERSHIP AWARD". Honda.com. Archived from the original on 8 March 2009.
Retrieved 28 July 2009.
15. ^ "Harga Honda Mobilio". Mobilio. Archived from the original on 10 September 2014.
Retrieved 22 November 2009.
16. ^ "The History of Honda". Cars-directory.net. Retrieved 22 November 2009.
17. ^ "World motor vehicle production OICA correspondents survey without double counts
world ranking of manufacturers year 2011" .
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QUESTIONNAIRE
1. NAME:
2. AGE:
3. GENDER
4. OCCUPATION
a) Employee
b) Business
c) NRI
d) Others
5. INCOME LEVEL
a) 1, 00,000 – 2,00,000
b) 2, 00,000 - 3, 00,000
c) 3, 00,000 – 4, 00,000
d) More than 4, 00,000
6. EARNING MEMBERS OF THE FAMILY?
a)1
b) 2
c) 3
d) 4
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7. DO YOU OWN A CAR?
a) Yes
b) No
8. IF YES WHAT BRAND DO YOU OWN?
a) Skoda
b) Honda
c) Maruti Suzuki
d) Others
9. HOW OFTEN DO YOU USE THE CAR?
a) Daily
b) Weekly
c) Only for long distance travel
10. WHAT DEFINES TOWARDS YOUR BRAND SELECTION?
a) Past experience
b) Online reviews
c) Friends & family
80
11. WHY DO YOU PREFER THE PARTICULAR BRAND?
a) Brand name
b) Price
c) Features
d) Comfortability
12. WHAT ENGINE WOULD YOU PREFER?
a) Petrol
b) Diesel
c) Auto gas
13. WHAT KIND OF CAR DO YOU PREFER?
a) Hatchback
b) Sedan class
c) SUV type
14. DO YOU CONSIDER THE NEW MODEL OF HONDA CITY MORE COMFORTABLE
THAN PREVIOUS MODELS?
a) Yes
b) No
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15. WHICH FACTOR IS MOST IMPORTANT TO YOU WHEN YOU BUY A HONDA
CITY CAR?
a) Durability
b) After sales service
c) Price
16. OPINION ABOUT THE INNOVATIVE FEATURES IN NEW HONDA CITY?
VERY
GOOD
VERY BAD
BAD
GOOD
ENGINE
DESIGN
HANDLING
ROAD GRIP
EXTERIOR
INTERIOR
17. RATE YOUR VEHICLE BASED ON THE FOLLOWING?
EXCELLENT VERY
GOOD AVERAGE
GOOD
FUEL
EFFICIENCCY
RIDING
COMFORT
BRAND VALUE
LOOK&STYLE
SAFETY
FEATURES
PICKUP
18. WHAT IS YOUR OPINION ABOUT OVER ALL PERFORMANCE OF HONDA CITY?
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a) Excellent
b) Very good
c) Good
d) Average
19. WHAT IS YOUR PERCEPTION TOWARDS BUYING HONDA CITY?
a) Gives good mileage
b) A grand look
c) Reasonable price
d) All the above
20. HOW FAR ARE YOU SATISFIED WITH THE HONDA CITY?
a) Highly satisfied
b) Satisfied
c) Dissatisfied
21. ARE YOU SATISFIED WITH THE MILEAGE AND MAINTENANCE FEATURES OF
HONDA CITY?
a) Excellent
b) Good
c) Fair
d) Bad
22. ARE YOU SATISFIED WITH THE PICKUP AND THE PERFORMANCE OF THE
HONDA CITY AFTER USING IT?
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a) Yes
b) No
23. WHAT IS THE COST OF VEHICLE WHEN COMPARED TO OTHER VEHICLES IN
THE SAME CLASS?
a) Cheaper
b) Reasonable
c) Costlier
24. SUGGEST YOUR VIEW REGARDING THE FOLLOWING:
1 – STRONGLY DISAGREE 2 – DISAGREE 3 – NEUTRAL 4 – AGREE 5 – STRONGLY
AGREE
PRICE OFFERS
HONDA CITY
VERNA
CIAZ
POLO
ENGINE DESIGN
HANDLING
DURABILITY
PERFORMANCE
SAFETY
STYLE
25. WOULD YOU LIKE TO RECOMMEND THE CAR YOU ARE CURRENTLY USING
TO OTHER PROSPECTIVE BUYER?
a) Yes
b) No
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