Final Project
Final Project
Final Project
CHAPTER 1- INTRODUCTION
1.1 INTRODUCTION ABOUT THE STUDY
Customer perception refers to the process by which a customers elects, organizes, and
interprets information/stimuli inputs to create a meaningful picture of the brand or the
product. It is a three stage process that translates raw stimuli into meaningful information.
Consumer perception applies the concept of sensory perception to marketing and
advertising. Just as sensory perception relates to how humans perceive and process sensory
stimuli through their five senses, consumer perception pertains to how individuals form
opinions about companies and the merchandise they offer through the purchases they make.
Merchants apply consumer perception theory to determine how their customers perceive
them. They also use consumer perception theory to develop marketing and advertising
strategies intended to retain current customers -- and attract new ones.
Self Perception
Self perception theory attempts to explain how individuals develop an understanding
of the motivations behind their own behaviour. Self perception by customers relates to values
and motivations that drive buying behavior -- which is also an important aspect of consumer
perception theory. For instance, a study by researchers at the University of Massachusetts at
Amherst addressed how self perception shaped consumers' buying behavior. The study
considered the question of whether consumers believed their buying decisions had a real
effect on issues such as environmental impact. The researchers concluded that consumers' self
perception was a driving factor in whether or not they placed a priority on socially conscious
purchase and consumption practices. Consumers who viewed themselves as socially
conscious tended to place more weight on issues such as environmental impact when making
buying decisions than consumers who did not hold similar views of themselves.
Price Perception
While mass merchandisers such as Wal-Mart emphasize low prices as an inherent
virtue, upscale merchants attempt to emphasize quality and value for money to appeal to
potential customers. Researchers at the School of Business Administration at LaSalle
University and LeBow College of Business at Drexel University considered several factors,
including price perception -- whether consumers believed they were being charged fair prices
-- in determining whether online shoppers would make repeat purchases through the same
website. The researchers concluded that price perception strongly influenced whether
customers were satisfied with their purchases and whether they would make future purchases.
Two factors that shaped price perception were the perceived quality of the merchandise or
service in question and price comparisons with merchants offering similar merchandise or
services.
Benefit Perception
"It's good, and it's good for you." Many consumers are familiar with this phrase
frequently associated with food advertising. Researchers from Marquette University,
Louisiana State University and the University of Arkansas surveyed customers to determine
how nutrition claims associated with food affected their perception of that food's nutritional
value. The researchers found that consumers tend to reject general, unsupported claims of
enhanced nutrition, especially concerning high nutritional value for foods that are
traditionally viewed as unhealthy. The researchers also theorized that consumers would
demonstrate a trend toward applying more scrutiny to nutrition claims and would demand
more specific information about the foods they purchase.
Human beings are constantly bombarded with stimuli during every minute and every
hour of every day. The sensory world is made up of an almost infinite number of discrete
sensations which are constantly and subtly changing. According to the principles of sensation,
such heavy intensity of stimulation should turn off most individuals, who would
subconsciously block the receipt of such a heavy bombardment of stimuli. Otherwise the
billions of different stimuli to which we are constantly exposed might serve to confuse us
totally and keep us perpetually disoriented in a constantly changing environment. However,
neither of these consequences tends to occur, because perception is not a function of sensory
input alone. Rather, perception is the result of two different kinds of inputs that interact to
form the personal picturesthe perceptionsthat each individual experiences.
Secondary Objective
1. To identify the various attributes of Honda cars and other cars that influences
on an individuals choice among alternatives.
2. To identify the attractiveness of the Honda advertisement.
3. To identify the reason for the brand preference over the competing brands
and to find out the consumer perception on various attributes of the products.
4. To identify the maintenance handling system adopted by the users.
5. To find out the consumer satisfaction level on service provided by the dealers
and also towards their product.
6. To identify the level of brand loyal customers To identify the kinds of
recommendations made towards the product to others.
MANCHESTER HONDA is an authorized dealer for Honda Cars India Pvt Ltd in
Coimbatore, for Marketing, Sales, Honda Genuine Spares, Honda Genuine Accessories,
Service and Repairs of Honda range of vehicles.
Honda has been the world's largest Honda Cars Dealers since 2005, as well as the
world's largest manufacturer of internal combustion engines measured by volume, producing
more than 14 million internal combustion engines each year. Honda surpassed Nissan in 2001
to become the second-largest Japanese automobile manufacturer. As of August 2008, Honda
surpassed Chrysler as the fourth largest automobile manufacturer in the United States. Honda
is the sixth largest automobile manufacturer in the world.
Honda was the first Japanese automobile manufacturer to release a dedicated luxury
brand, Acura, in 1986. Aside from their core automobile and motorcycle businesses, Honda
also manufactures garden equipment, marine engines, personal watercraft and power
generators, amongst others.
Since 1986, Honda has been involved with artificial intelligence/robotics research and
released their ASIM Orobot in 2000. They have also ventured into aerospace with the
establishment of GE Honda Aero Engines in 2004 and the Honda HA-420 HondaJet,
scheduled to be released in 2011. Honda spends about 5% of its revenues into R&D.
HCIL's 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.
The companys product range includes Honda Brio, Honda Amaze, Honda All New
Jazz, Honda City, Honda Mobilio and Honda CR-V which are produced at the Greater Noida
facility. Hondas models are strongly associated with advanced design and technology, apart
from the established qualities of durability, reliability and fuel-efficiency.
Sales Network
Honda Cars India Ltd.,(HCIL) has a strong sales and distribution network spread
across the country. The network includes 298 authorised dealership facilities in 190 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, 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
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:
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 centers and manufacturing facilities in each region.
Furthermore, as a socially responsible corporate citizen, we strive to address important
environmental and safety issues.
unique character and ability of each individual person, trusting each other as equal partners in
order to do our best in every situation. Based on this, "The Three Joys" expresses our belief
and desire that each person working in, or coming into contact with our company, directly or
through or products, should share a sense of joy through that experience.
In line with these basic principles, since its establishment in 1948, Honda has
remained on the leading edge by creating new value and providing products of the highest
quality at a reasonable price, for worldwide customer satisfaction. In addition, the Company
has conducted its activities with a commitment to protecting the environment and enhancing
safety in a mobile society.
The Company has grown to become the world's largest motorcycle manufacturer and
one of the leading automakers. With a global network of 492* subsidiaries and affiliates
accounted for under the equity method, Honda develops, manufactures and markets a wide
variety of products, ranging from small general-purpose engines and scooters to specialty
sports cars, to earn the Company an outstanding reputation from customers worldwide.
2.2.1 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 Hondas latest passenger car models and
technologies, to the Indian customers. The total investment made by the company in India till
date is Rs 1620 crores in Greater Noida plant and Rs 784 crores in Tapukara plant.
10
HSCIs first state-of-the-art manufacturing unit was set up at Greater Noida, U.P in
1997. The green-field project is spread across 150 acres of land (over 6,00,000 sq. m.).
The annual capacity of this facility is 100,000 units. The companys second manufacturing
facility is in Tapukara, Rajasthan. This facility is spread over 600 acres and will have an
initial
production
capacity
of
60,000
an investment of about
first
facility
inaugurated
was
September
phase
of
this
in
2008.
Jazz,
Honda
Honda
City,
Civic
and
Honda Accord which are produced at the Greater Noida facility with an indigenization level
of 77%, 76%, 74% and 28% respectively. The CR-V is imported from Japan as Completely
Built Units. Hondas models are strongly associated with advanced design and technology,
apart from its established qualities of durability, reliability and fuel-efficiency.
11
We believe this is the way for Honda to proceed, based on our founding principles. To
achieve these goals, Honda will work to improve product quality, safety, and environmental
performance as well as promoting research and development of next-generation mobility
technologies such as fuel-cell electric vehicles and battery-powered EVs. Additionally, we
will focus on future product development to expand the market for hybrid vehicles, which are
currently the most effective in reducing CO2 emissions. And, we will continue our efforts to
become a company that society wants to exist through global activities to minimize environmental impact in all of our business activities including production, distribution, and sales,
while promoting safe driving and engagement in other social activities.
2.2.3 Manufacturing & Distribution
2.2.3.1 Strengthening our manufacturing system from the perspective of our customers and
the environment
Customer needs vary depending on the region. To deliver products that satisfy
customers in all regions, Honda established a manufacturing system that rapidly and flexibly
responds to customer requests at all production bases around the world. With this
manufacturing system, we are striving to further improve the quality of our products and
minimize our environmental footprint during manufacturing.
12
have been able to respond to changes in product demand and supply more promptly and
increase our quality and cost competitiveness in each market. Moreover, we have been
working on establishing a mutually complementary parts and vehicle manufacturing network
among countries within a region so that we can respond to changing demand in each region
more effectively and flexibly. We have also centered on activities that improve quality at
production bases around the world and that reduce environmental impacts during
manufacturing and distribution. In 2009, we began operations at the Ogawa plant in Japan
with extremely high resource and energy efficiency. Meanwhile, we are promoting the
installation of solar panels at our offices and plants. Through improved production systems
that take into consideration regional characteristics and enhanced environmental measures,
we will flexibly and effectively provide high-quality products in an environmentally
responsible way.
13
Honda is headquartered in Minato, Tokyo, Japan. Their shares trade on the Tokyo
Stock Exchange and the New York Stock Exchange, as well as exchanges in Osaka, Nagoya,
Sapporo, Kyoto, Fukuoka, London, Paris and Switzerland.
The company has assembly plants around the globe. These plants are located in
China, the United States, Pakistan, Canada, England, Japan, Belgium, Brazil, New Zealand,
Indonesia, India, Thailand, Turkey and Per. As of July 2010, 89 percent of Honda and Acura
vehicles sold in the United States were built in North American plants, up from 82.2 percent a
year earlier. This shields profits from the yens advance to a 15-year high against the dollar.
Honda's Net Sales and Other Operating Revenue by Geographical Regions in 2007
Geographic Region
Japan
1,681,190
North America
5,980,876
Europe
1,236,757
Asia
1,283,154
Others
905,163
14
Honda Motorcycles in India, Guangzhou Honda and Dongfeng Honda in China, and Honda
Atlas in Pakistan.
With high fuel prices and a weak U.S. economy in June 2008, Honda reported a 1%
sales increase while its rivals, including the Detroit Big Three and Toyota, have reported
double-digit losses. Honda's sales were up almost 20 percent from the same month last year.
The Civic and the Accord were in the top five list of sales. Analysts have attributed this to
two main factors. First, Honda's product lineup consists of mostly small to mid-size, highly
fuel-efficient vehicles. Secondly, over the last ten years, Honda has designed its factories to
be flexible, in that they can be easily retooled to produce any Honda model that may be indemand at the moment.
Nonetheless, Honda, Nissan, and Toyota, were still not immune to the global financial
crisis of 2008, as these companies reduced their profitability forecasts. The economic crisis
has been spreading to other important players in the vehicle related industries as well. In
November 2009 the Nihon Keizai Shinbun reported that Honda Motor exports have fallen
64.1%.
At the 2008 Beijing Auto Show, Honda presented the Li Nian ("concept" or "idea") 5door hatchback and announced that they were looking to develop an entry-level brand
exclusively for the Chinese market similar to Toyota's Scion brand in the USA. The brand
would be developed by a 50-50 joint-venture established in 2007 with Guangzhou
Automobile Industry Group.
Following the Japanese earthquake and tsunami in March 2011 Honda announced
plans to halve production at its UK plants. The decision was made to put staff at the Swindon
plant on a 2 day week until the end of May as the manufacturer struggled to source supplies
from Japan. It's thought around 22,500 cars were produced during this period.
15
16
Brown et.al.(2000) reported4 that the need for effective nutritional education for
young consumers has become increasingly apparent, given their general food habits and
behaviour, particularly during adolescence and analyzed that the interaction between young
consumers' food preferences and their nutritional awareness behaviour, within three
environments (home, school and social). The results indicated that the perceived dominance
of home, school and social interaction appears to be somewhat overshadowed by the young
consumers, while developing an 'independence' trait, particularly during the adolescent years.
The authors suggested that food preferences of young consumers are often of a 'fast food'
type and consequently their food habits may fuel the consumption of food with poor
nutrition. While young consumers are aware of healthy eating, their food preference
behaviour did not always appear to reflect such knowledge, particularly within the school and
social environments.
Srinivasan (2000) reported5 that consumers with high educational qualification highly
prefer to buy processed products. Besides, processed fruits and vegetables are highly
preferred by consumers belonging to high-income group. The tolerable limit of price increase
identified is less than five percent and any change in price above this limit, would result in
discontinuance of the use of processed product. Majority of the consumers prefer processed
products because of their ready- to- eat form.
Although the customer oriented firms seek to create high customer satisfaction, its
main goal is to maximize customer satisfaction, first the company can increase customer
satisfaction by lowering its prices, but results may be lower profits second the company
might be able to increase prices. Estimate the company must operate on the philosophy that it
is trying to deliver a high level of satisfaction to the other stake-holder within the constraints
of its resources. From the past studies of last three decades we observed that the companys
first task is to create and satisfy customers. But todays customers face a vast array of product
and brand choice prices and suppliers. Customer value customer delivered value is the
difference between the total customer value and total consumer cost. Consumer value is the
bundle of benefits customers expect from a given product or service. Bundle cost in products.
17
Hoffman and Bateson, 2002, Hanson (2000) Consumer Perception survey tool find
our what your consumer are thinking giveyour business the competitive advantage
18
19
20
21
Table No 4.2.2
Gender
Options
Male
Female
Total
No of respondents
70
30
100
percentage
70
30
100
Chart No 4.2.2
22
Gender
100
90
80
70
60
Perentage
50
40
30
20
10
0
male
female
Gender
23
No of respondents
47
33
20
100
Percentage
47
33
20
100
Chart No 4.2.3
24
Age
100
90
80
70
60
Perentage
50
40
30
20
10
0
25 - 45
45-65
Age
Table No 4.2.4
65 & above
25
Occupation
Options
business
Professional
Student
Employee
Housewife
Total
No of respondents
10
15
30
15
30
100
Percentage
10
15
30
15
30
100
Chart No 4.2.4
Occupation
26
100
90
80
70
60
Perentage
50
40
30
20
10
0
business
professional
student
occupation
Table No 4.2.5
Annual income
employee
hous
27
Options
< rs 3,00,000
Rs 3,00,000 rs.4,00,000
Rs 4,00,000-5,00,000
Rs 5,00,000-6,00,000
Rs 6,00,000
Total
No of respondents
10
15
30
15
30
100
Percentage
10
15
30
15
30
100
Chart No 4.2.5
Annual income
28
Perentage
100
90
80
70
60
50
40
30
20
10
0
annual income
29
Family size
Options
1-2
3-5
5 & above
Total
No of respondents
20
60
20
100
Percentage
20
60
20
100
Chart No:4.2.6
Family size
30
100
90
80
70
60
Perentage
50
40
30
20
10
0
01-Feb
03-May
5 & above
family size
31
Options
Utility
Necessity
status
Total
No of respondents
50
15
35
100
Percentage
30
45
25
100
32
100
90
80
70
60
Perentage
50
40
30
20
10
0
utility
necessity
purpose of purchasing honda cars
status
33
Options
Styling
Pricing
Brand image
Performance
publicity
total
No of respondents
20
20
40
9
11
100
Percentage
20
20
40
9
11
100
34
100
90
80
70
60
Percentage
50
40
30
20
10
0
styling
pricing
publicity
35
Options
My self
Family members
Friend
Relatives
advertisement
Total
No of respondents
40
10
20
10
20
100
Percentage
40
10
20
10
20
100
36
100
90
80
70
60
Percentage
50
40
30
20
10
0
friend
relatives advertisement
37
No of respondents
30
25
10
20
15
100
Percentage
30
25
10
20
15
100
Chart No:4.2.10
Purchase only Honda instead of other car
38
Percentage
100
90
80
70
60
50
40
30
20
10
0
39
No of respondents
30
15
10
40
5
100
Percentage
30
15
10
40
5
100
Chart No:4.2.11
Type of color which you like
40
100
90
80
70
60
Percentage
50
40
30
20
10
0
other
41
No of respondents
10
25
40
25
100
Percentage
10
25
40
25
100
Chart No 4.2.12
Type of fuel option which you prefer
42
100
90
80
70
60
Percentage
50
40
30
20
10
0
petrol
diesel
Type of fuel option
lpg
both
43
No of respondents
75
25
100
Percentage
75
25
100
Chart No 4.2.13
44
Percentage
50
40
30
20
10
0
yes
Table No:4.2.14
no
45
No of respondents
85
15
100
Percentage
85
15
100
Chart no 4.2.14
Honda product gives good value for money
46
100
90
80
70
60
Percentage
50
40
30
20
10
0
yes
Honda products give good value for money
no
47
Options
Very satisfied
Satisfied
neutral
Dissatisfied
Very dissatisfied
Total
No of respondents
30
45
20
3
2
100
Percentage
30
45
20
3
2
100
Chart No 4.2.15
Satisfaction level about Honda car
48
100
90
80
70
60
50
40
Percentage
30
20
10
0
49
In terms options
Very satisfied
Satisfied
Neutral
Dissatisfied
Satisfied
Total
No of respondents
19
57
20
3
1
100
Percentage
19
57
20
3
1
100
50
100
90
80
70
60
50
Percentage
40
30
20
10
0
No of respondents
Percentage
51
Very satisfied
Satisfied
neutral
Dissatisfied
Very dissatisfied
Total
20
6
4
45
25
100
20
6
4
45
25
100
Chart No 4.2.17
highly considerable competitor for Honda car
52
100
90
80
70
60
Percentage
50
40
30
20
10
0
spark
zen estilo
alto
innova
Table No:4.2.18
zest
53
No of respondents
85
15
100
Percentage
85
15
100
Chart No 4.2.18
Honda is superior to competitors cars in this segment
54
100
90
80
70
60
Percentage
50
40
30
20
10
0
yes
no
55
Options
Very satisfied
Satisfied
Neutral
Dissatisfied
Very dissatisfied
Total
No of respondents
28
37
31
3
1
100
Percentage
28
37
31
3
1
100
56
Percentage
100
90
80
70
60
50
40
30
20
10
0
57
No of respondents
33
43
20
3
1
100
Percentage
33
43
20
3
1
100
58
100
90
80
70
60
Percentage
50
40
30
20
10
0
very satisfied
satisfied
neutral
59
Options
Yes
no
Total
No of respondents
100
0
100
Percentage
100
0
100
60
100
90
80
70
60
Percentage
50
40
30
20
10
0
yes
no
61
3
4
5
Satisfaction
level
Feel about the
pricing
Highly
considerable
competitor
Maintenance
cost
Perception
W=
5
30
W=4
W=3
W=2
W=1
Total
Average
Rank
45
20
398
26.53
19
57
20
390
26
20
45
25
251
16.73
28
37
31
388
25.87
33
43
20
404
26.93
Average
26.93
26.53
26
25.87
16.73
CHAPTER V - CONCLUSION
Rank
1
2
3
4
5
62
5.1 FINDINGS
1. 70 % of the respondents are Male, 30 % of the respondents are Female.
2. 47 % of the respondents are 25 45, 33% of the respondents are between 45 65,
20% of the respondents are 65 and above
3. 10 % of the respondents about occupation is business, 15% of the respondents are
professional, 30% of the respondents are students, 15% of the respondents are
employee, 30% of the respondents are others
4. 10% of the respondents about annual income are <rs 3,00,000 , 15% of the
respondents are rs 3,00,000 rs 4,00,000 , 30% of the respondents are rs 4,00,000,
15% of the respondents are rs 5,00,000-6,00,000, 30 % of the respondents are rs
6,00,000.
5. 20 % of the respondents about family size is 1-2, 60 % of the respondents are 3-5,
20% of the respondents are 5 & above .
6. 50 % of the respondents about purpose of purchasing Honda cars is utility, 15 % of
the respondents are necessity, 35% of the respondents are status
7. 20 % of the respondents about influence to buy Honda is styling, 20 % of the
respondents are pricing, 40% of the respondents are brand image, 9% of the
respondents are performance, 11 % of the respondents are publicity.
8. 40 % of the respondents about influenced you to purchase the Honda car is myself, 10
% of the respondents are family members, 20% of the respondents are friend, 10% of
the respondents are relatives,20% of the respondents are advertisement .
9. 30 % of the respondents about purchasing only Honda instead of any other car is
quality & stylish, 25 % of the respondents easy to drive, 10% of the respondents are
safety & security, 20% of the respondents are comfort & convenience, 15% of the
respondents are technically good
10. 30% of the respondents about which type of colour would you like in Honda is crystal
white, 15 % of the respondents are sleek silver, 10% of the respondents are berry red,
40% of the respondents are black diamond, 5% of the respondents are other.
11. 10 % of the respondents about type of fuel option would you more prefer in Honda
car is petrol, 25 % of the respondents are diesel, 19% of the respondents are lpg, 40%
of the respondents are both, 25% of the respondents are both.
12. 75 % of the respondents about Feel that brand ambassador sharukhan has an impact is
yes, 25 % of the respondents are no .
13. 85% of the respondents about Honda products give good value for money is yes, 15 %
of the respondents are no .
14. 30% of he respondents about feel the pricing of the Honda car is very satisfied, 45 %
of the respondents are satisfied, 20% of the respondents are neutral, 3% of the
respondents are dissatisfied, 2% of the respondents are very dissatisfied.
63
15. 19 % of the respondents about Interms of the pricing of car is very satisfied, 59 % of
the respondents are satisfied, 20% of the respondents are neutral, 3% of the
respondents are dissatisfied,1% of the respondents are very dissatisfied .
16. 20 % of the respondents about highly considerable competitor for Honda car is spark,
6 % of the respondents are zen estilo, 4% of the respondents are alto, 45% of the
respondents are innova , 25% of the respondents are zest
17. 85% of the respondents about Honda is superior to competitors cars in this segment is
yes, 15 % of the respondents are no.
18. 28 % of the respondents about feel about the maintenance cost of Honda car is very
satisfied, 37 % of the respondents are satisfied, 31% of the respondents are neutral,
3% of the respondents are dissatisfied, 1% of the respondents are very dissatisfied .
19. 33 % of the respondents about perception about Hyundai car is very satisfied, 43 % of
the respondents are satisfied, 20% of the respondents are neutral, 3% of the
respondents are dissatisfied,1% of the respondents are very dissatisfied .
20. 100 % of the respondents about recommend Honda to your friends and relatives is
yes, no one respondents are no.
5.2 SUGGESTION
The company can open more service outlets at various places apart from dealers point
by giving franchise to outsiders. So that the service network can be expanded rapidly,
64
activities and etc.,), S that in the long run it create more references and consumer
customers.
The company can also think on providing low price models in order to cover all the
class of customers from middle class to upper middle class customers and also to
compete with existing players in the market the middle class segment is the segment,
where the company can see maximum sales. This will be more effective to maintain
stability in Indian Economy for a long time.
5.3 CONCLUSION
In this competitive world, every company has to make valuable decision for profit
maximisation through sales maximisation. Every organisation should strive to make
consumer satisfaction its work culture. In order to ensure development of such a culture, the
initiative has to come from the top management who, by their thinking, direction and action,
should convey clear message down the line without any ambiguity. It should not happen that
the organisation keeps this lofty objective only for publicity and lip service and actual actions
are oriented in some other directions. The management should ensure that the staffs are
trained to service the customer in a way that leaves a lasting impression on him.
65
In the automotive industry, product and service differentiation only highlights the
company from the competitors.
The project is done for Honda Cars India Limited (HMIL), Coimbatore. The project
identifies the Consumer perception of Honda Cars in Coimbatore City. It also provides some
strategies to increase consumer preference on Honda cars and makes the consumers satisfied
and loyal.
The organisation should ensure that its systems like quality, performance, service and
compliant redressal are designed to achieve excellence and customer delight.
It is obvious that if these suggestions are implemented, HMIL can place a dominant
position in the market as well as in the minds of the customers.
REFERENCES
Kotler Philip, Principles of Marketing, Sultan Chand and Company Ltd., New Delhi,
2002.
Kothari C.R., Research Methodology, Wishwa Prakashan, New Delhi, 1985(Reprint
2003).
D. Aaker, V. Kumar, and G. Day - Marketing Research, Singapore, John Wiley &
66
Richard .1. Levin, David S. Rubin, Statistics for Management, USA, Prentice-Hall,
Inc, Seventh Edition, 2002.
WEBSITES
www.hyundai.co.in
www.broadwaycarsonline.com
www.google.com