Brand Preference of Consumer 1
Brand Preference of Consumer 1
Brand Preference of Consumer 1
CONSUMER
TOWARDS
HONDA
(Two-Wheeler Bikes)
NAME : YADLAPALLI.
SRAVYA
ROLL-NO : 182766
CLASS : BBA
CHAPTER-1
INTRODUCTION
BRAND:
A Brand is a product, service, or concept that is
publicly distinguished from other products, services, or concepts so
that it can be easily communicated and usually marketed.
A brand name is the name of the distinctive product, service, or
concept. Branding is the process of creating and disseminating
the brand name.
Definition:
Definition:
Brand preference reflects a desire to use a particular
company's products or services, even when there are equally priced
and equally-available alternatives.
In fact, more often than not, brand preference indicates a
desire to seek out a specific product or service, even when it requires
paying more or expending more effort to obtain it. Brand preference
is important to companies because it provides an indicator of their
customers' loyalty, the success of their marketing tactics, and the
strength of their respective brands.
Purpose:
The first and foremost need for this study is due to the
increasing brand variety in the two wheeler’s market which is
eroding the Brand Loyalty of the customers.
Research Type:
Primary data:
o Sampling design:
Sample design is the specific plan of collecting the data
from the preset target people
o Sampling unit:
o Sample size:
Sampling technique:
Convenience Sampling:
Today:
were Honda (from Japan), Bajaj Auto, and Hero Moto Corp
(both from India). Motorcycles are mainly a luxury good in the
developed world, where they are used mostly for recreation, as a lifestyle
accessory or a symbol of personal identity.
The journey started with its first model ‘Activa’ in 2001 which gave a new
life to scooter segment and stays strong India’s favorite scooter even 20 years on.
And today, Honda provides pure Joy of Riding to customers through its diverse
portfolio of two-wheelers going up to 1800cc. From the trusted 110cc motorcycle
for daily commuting, to an array of scooters that merge the best of technology
with convenience; from fun-to-ride dynamic sports models to iconic global
legends for discerning enthusiasts.
Honda is led by its challenging spirit to enrich the lives of its customers with
innovative, technology enriched two-wheelers. Committed to Make in India, first
production facility at Manesar (Haryana) started operations in 2001. A decade
later in 2011, Honda expanded to its 2nd plant at Tapukara (Dist. Alwar,
Rajasthan) with 1.2 million units’ annual production capacity. In 2013, came the
3rd plant at Narsapura, in the Southern state of Karnataka; with 1.8-million-unit
annual capacity. Continuing to rapidly expand to meet customer demand, Honda
2Wheelers India started operations of its new 4th manufacturing facility –
Honda’s scooter-only
plant in Vithalapur (Gujarat) in FY’2015-16. This was followed by new
capacity infusion at its Karnataka plant in FY’2017-18, taking Honda 2Wheeler
India’s combined capacity to 6.4 million units annually. Parallely, matching its
pace with The Power of Dreams of billion Indians, Honda has rapidly expanded
its sales and service network. Today, Honda 2wheelers India is reaching closer to
its customers and serving them through its 6,200+ customer touchpoints across
India.In its 20 years’ journey, Honda 2Wheelers India has won nearly 200
prestigious recognitions for its benchmark products, technology, manufacturing
excellence, in addition to multiple laurels like Most Trusted Two-Wheeler Brand
etc.
When the engines ran out, Honda began building their own
copy of the Toast engine, and supplying these to customers to attach
their bicycles. This was the Honda Model A, nicknamed the Bata, Bata
for the sound the engine made in 1949, the Honda Technical Research
Institute was liquidated for ¥1,000,000, or about US$5,000 today;
these funds were used to incorporate Honda Motor Co., Ltd. At about
the same time Honda hired engineer Kihachiro Kawashima, and Takeo
Fujisawa who provided indispensable business and marketing expertise
to complement Soichiro Honda's technical bent. The close partnership
between Soichiro Honda and Fujisawa lasted until they stepped
down together in October 1973. The first complete motorcycle, with
both the frame and engine made by Honda, was the 1949 Model D,
the first Honda to go by the name Dream. Honda Motor Company
grew in a short time to become the world's largest manufacturer of
motorcycles by 1964.
The first production automobile from Honda was the T360 mini
pick-up truck, which went on sale in August 1963. Powered by a small
356-cc straight-4 gasoline engine, it was classified under the cheaper
Kei car tax bracket. The first production car from Honda was the
S500 sports car, which followed the T360 into production in October
1963. Its chain-driven rear wheels pointed to Honda's motorcycle
origins.
Over the next few decades, Honda worked to expand its product
line and expanded operations and exports to numerous countries around
the world. In 1986, Honda introduced the successful Acura brand to
the American market in an attempt to gain ground in the luxury
vehicle market. The year 1991 saw the introduction of the Honda
NSX supercar, the first all-aluminum monologue vehicle that
incorporated a mid-engine V6 with variable-valve timing.
CEO Tadashi Kumar was succeeded by Nobuhiko Kawamoto in
1990. Kawamoto was selected over ShoichiroIrimajiri, who oversaw
the successful establishment of Honda of America Manufacturing, Inc.
in Marysville, Ohio. Both Kawamoto and Irimajiri shared a friendly
rivalry within Honda, and Irimajiri would resign in 1992 due to health
issues.
Later, 1995 gave rise to the Honda Aircraft Company with the
goal of producing jet aircraft under Honda's name. On 23 February
2015, Honda announced that CEO and President Takanobu Ito would
step down and be replaced by Takahiro Hachioji by June; additional
retirements by senior managers and directors were expected.
Mission:
Maintaining a global viewpoint, Honda is dedicated to supply
products of the highest quality, yet at a reasonable price for
worldwide customer satisfaction. Honda's mission is to_
• Respect sound theory, develop fresh ideas, and make the most
Vision:
Developing a philosophy built on the experience of a
practical engineer, Soichiro Honda created a corporate culture that
would go on working towards his objective - nothing less than
becoming and remaining the world's best motor manufacturer -
long after his own active day. The corporate vision statement is
like the founder himself, enormously practical· Quality in all jobs
- learns, think, analyze, evaluate and improve Reliable products -
on time, with excellence and consistency Better communication -
listen, ask and speak up.
Objectives:
Honda Worldwide:
Basic concept:
Brand loyalty:
For example, some people will always buy Coke at the grocery
store, while other people will always purchase Pepsi.
Your full brand experiences, from the visual elements like the logo
to the way that your phones are answered, tell your customer about the
kind of company that you are. Are all of these points of entry telling the
right story?
A clear brand strategy provides the clarity that your staff needs to be
successful. It tells them how to act, how to win, and how to meet the
organization's goals.
A strong brand generates referrals:
People love to tell others about the brands they like. People wear
brands, eat brands, listen to brands, and they’re constantly telling others
about the brands they love. On the flip side, you can’t tell someone
about a brand you can’t remember. A strong brand is critical to
generating referrals or viral traffic.
It’s very easy to wander around from idea to idea with nothing to
guide you…it doesn't take long to be a long way from your original
goals or plans. A clear brand strategy helps you stay focused on your
mission and vision as an organization. Your brand can help you be
strategic and will guide your marketing efforts saving time and money.
Your brand helps you connect with your customers emotionally:
Wrapping it up:
The best branding is built on a strong idea an idea that you and your
staff can hold on to, can commit to, and can deliver upon. Your brand
needs to permeate your entire organization. When your organization is
clear on the brand and can deliver on the promise of the brand, you will
see tremendous fruit while building brand loyalty among your customer
base.
Why Do People Buy Brand:
Confidence in Experience:
Consumers generally buy a product for the first time in hopes that it
provides a quality experience. They hope a computer works efficiently
and helps them perform personal or work tasks effectively. They buy
food hoping for a quality taste or nutritional value. Recognized brand
names typically have shown a consistency in product quality that has
contributed to the evolution of the brand. Often, consumers rely on
prior experiences or public word-of-mouth when selecting brands.
Social Acceptance:
Personal Image:
31 to 40 years 31 51.67
Above 40 years 04 6.67
Total 60 100
120
100
80
60 Number of customer
Percentage (%)
40
20
0
Below 20 21 to 3031 to 40 Above 40total
yearsyearsyears
Interpretation:
The above table and graph shows that ages of customers below20 year is
8.33%, 21 to 30 years is 33.33%, 31to 40 years is 51.67%, and above 40 years
is 6.67%. From the graph it can be observed that respondents in the age of 31 to
40 years prefer Honda bikes.
Table No.1 A) Gender:
Male 52 86.67
Female 08 13.33
Total 60 100
120
100
80
Gender Number of
60 customer
Gender Percentage (%)
40
20
0
Male Female Total
Interpretation:
Married 41 68.33
Unmarried 19 31. 67
Total 60 100
120
100
80
60
Number of customer
Percentage (%)
40
20
0
married unmarried Total
Interpretation:
100
90
80
70
60
50
40
30 Number of customer
20 Percentage (%)
10
0
Interpretation:
The above table and graph shows that the educational
level of customers is 58.33% from school level, degree 26.67%,
post graduation10% and others is 5%.
Table no 1. D) Occupational status
Student 11 18.33
Service 12 20
Self employed 15 25
Business 22 36.67
Total 60 100
120
100
80
60 Number of customer
Percentage (%)
40
20
0
student housewifeemployedbusinesstotal
Interpretation:
The above table and graph shows that occupational status
of customer is 18.33% are student, 20% house wife, 25% employed
and 36.67% business.
Table no 1. E) Income:
Up to 5000 09 15
Total 60 100
120
100
80
60
Number of customer
40
Percentage (%)
20
0
Up to 5000 5000 to10000 to Above total
1000020000 20000
Interpretation:
The above table and graph shows that family income of
customer is 15% up to 5000, 18.33% 5000 to 10000, 28.33%
10000 to 20000 and 38.33% above 20000.
Table no1. F) Number of members in family
120
100
80
60
Number of customer
Percentage (%)
40
20
Up to 2 2 to 4 4 to 6 Above 6 total
Interpretation
120
100
80
60 Number of customer
Percentage (%)
40
20
0
yes No Some timestotal
Interpretation:
The above table and graph shows that 60% customers said
yes to buying branded products only, 15% said no, 25% said sometimes
.
Table no 3) Are you prize sensitive customer
Yes 36 60
No 24 40
Total 60 100
120
100
80
60
Number of customer
Percentage (%)
40
20
0
Yes No Total
Interpretation:
The above table and graph shows that 60% are price sensitive customer and 40%
are not.
Table no4) Are you a loyal customer for the product you buy?
120
100
80
60
40
20 Number of customer
0 Percentage (%)
Interpretation:
The above table and graph shows that loyal customers who always stick to the same
product are 28.33%, experimenting with new product are 31.67%, only for quality
product 40%.
Table no5) Do you use product that are easily available
120
100
80
60 Number of customer
Percentage (%)
40
20
0
Yes No mostly total
Interpretation:
The above table and graph shows that 68.33%customers use
easily available products, 10% customers do not and 21.67%
customers use mostly.
Table no6) Do popular celebrities or good brand ambassadors influence your
buying decision?
120
100
80
60 Number of customer
Percentage (%)
40
20
0
Yes No Some timesTotal
Interpretation:
The above table and graph shows that 40% customers are
influenced by brand ambassadors and celebrities, 31.67% said
no and 28.23% said sometimes.
Table no7) Do you have faith in brands?
120
100
80
60 Number of customer
Percentage (%)
40
20
0
Yes No total
Interpretation:
The above table and graph shows that faith on brands of 73.33
% customer view is yes, 26.67% customer view is no .
Table no 8) How do you like the quality of Honda brand?
120
100
80
60 Number of customer
Percentage (%)
40
20
0
ExcellentGoodAveragePoor total
Interpretation
The above table and graph shows that the quality of Honda brand.
45% of customers said excellent, 38.33% of customer said
good, 10% of customer said average, 6.66% of customer said
poor.
Table no 9) Which is your most preferred Honda Bike?
120
100
80
60
Number of customer
40
Percentage (%)
20
0
Shine Dream Activa Cb Total
yoga unicorn
Interpretation:
120
100
80
60 Number of customer
Percentage (%)
40
20
0
WorseAverage ExcellentGood total
Interpretation:
The above table and graph shows that the experience of Honda
customers. 8.33%said worse, 16.67% average, 31% excellent
and 26% good.
Table no 11) Feature you most preferred in Honda bikes
120
100
80
60
40
Number of customer
20
Percentage (%)
0
Broad
Total
Total
Total
Narrow
Kick start
Disk break
Normal break
Button start
Interpretation:
120
100
80
60
Number of customer
40
Percentage (%)
20
0
StatusUtility Long Style total
symbolvehicle journey
vehicle
Interpretation:
The above table and graph shows that the purpose of customers in
purchasing Honda bike 15% as status symbol, 43.33% as utility
vehicle, 25% as long journey vehicle and 16.67% for style.
Table no13) why did you purchase honda bike:
120
100
80
60 Number of customer
Percentage (%)
40
20
0
QualityPrizeMileageDesigntotal
Interpretation:
The above table and graph shows the reason for purchasing
Honda bike 43.33% for quality, 11.67% because of price,
26.67% for mileage and 18.33% due to design.
Table no 14) Was your vehicle ready for collection at agreed delivery time?
120
100
80
60 Number of customer
Percentage (%)
40
20
0
Yes No Total
Interpretation:
The above table and graph shows that the vehicle was ready for
collection at the agreed time 71.67% consumer said yes &
28.33% said no.
Table no 15) In your opinion the overall after sales services delivered by the dealer is
120
100
80
60 Number of customer
Percentage (%)
40
20
0
Excellent Very goodGoodAveragetotal
Interpretation:
The above table and graph shows opinion about the after
sales services of dealer, 13.33% said excellent, 15% very good, 50% good,
& 21.67% average.
Table no 16) Does the executive attend to your queries satisfactorily?
120
100
80
60
Number of customer
40
Percentage (%)
20
0
All of Most of Some of none total
them them them
Interpretation:
The above table and graph shows the satisfaction of customer with
regard to queries answered by executive, 16.67% said all of them were
answered, 33.33% said most of them, 45% said some of them, & 5% said
none.
Table no 17) Are you satisfied with after sales service given by Honda
Motors?
120
100
80
60
Number of customer
40
Percentage (%)
20
Interpretation:
The above table and graph shows satisfaction with after sales
services, 53.33% said yes, 5% said no, 36.67% said sometimes,
& 5% said never.
CHAPTER-5
FINDINGS
1) It was found that customers in the ages below 20 year are 8.33%, 21 to
30 years 33.33%consumers, 31to 40 year 51.67%, and above 40 year
consumer are 6.67
1. B) It was found that the 68.33% consumers are married & 31.33%
consumer are unmarried it has unmarried is less in married.
2) It was found that the customer prefer branded product is 60% customer ,
customer no prefer branded product 15% , 25% customer prefer branded
sometimes.
3) It was found that 60 % customers are price sensitive 40% are not price
sensitive.
4) It was found that loyal customers 28.33%yes always stick to
the same product; 31.67% I keep experimenting with new product, 40%
are loyal only for quality product.
5) It was found that 68.33% customers buy products that are easily
available, 10% customers do not and 21.67% customers mostly buy
easily available products.
7) It was found that 73.33 % customers have faith on brands and 26.67%
customers do not have.
8) It was observed that 45% of customer found the quality Honda brand
as excellent, 38.33% of customers as good, 10% of customer average as,
6.66% of customer as poor
9) It was found that the most preferred Honda bike is 46.67% shine,
dream yuga 11.67%,activa 18.33%, Cb unicorn is 23.33%.
10) It was found that the experience of Honda customers is 8.33% worse,
16.67%avarage, 31% excellent and 26% good.
11) It was found that the feature of Honda customers is in tyre is 18.33%
broad, 81.67%narrow in ignition the13.33% kick start, 86.67% is in
button start and breaks are 63.33%disk break and 36.67% in normal
break .
12) It was found that the purpose of customers to purchase Honda bike is
15% status symbol, 43.33%utility vehicle, 25% long journey vehicle and
16.67% style.
13) It was found that customers purchase Honda bike due to 43.33%
quality, 11.67% price, 26.67% mileage and 18.33% design.
14) It was found that in case of after sales services of dealer 13.33%
customer found it exellent, 15%very good, 50%good, & 21.67% average.
15) It was found that the executive attend queries satisfactory to customer is
16.67% all of them, 33.33%most of them, 45%some of them, & 5% none
16) It was found that 53.33% customers are satisfied with after sales
services, 5% are not, 36.67% sometimes, & 5% never.
SUGGESTIONS
1) Age
a) Gender:-
1) Male. 2) Female.
b) Martial status:-
1) Married. 2) Unmarried.
c) Educational details:-
1) School level 2) degree
3) Post graduation 4) professional job
d) Occupational status:-
1) Student 2) house wife
3) Employed 4) business
15) In your opinion the overall after sales services delivered by the dealer is
1) Excellent 2) very good
3) Good 4) average
List of reference:
Websites : -www.honda.com
:-www.wikipedia.com!www.brand.comwww.2