BRAND PREFERENCE OF

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.

Brands are used in business ,marketing, advertising for

recognition and, importantly, to create and store value as brand equity
for the object identified, to the benefit of the brand's customers, its
owners and shareholders.

Definition:

The American Marketing Association defines a brand as “A name,

term, design, symbol, or any other feature that identifies one seller's
good or service as distinct from those of other sellers. The legal term
for brand is trademark. A brand may identify one item, a family of
items, or all items of that seller.
BRAND PREFERENCES:

Brand preference is when you choose a specific

company's product or service when you have other, equally priced and
available options. Brand preference is a reflection of customer
loyalty, successful marketing tactics, and brand strengths.

The extent to which a consumer makes purchasing decisions

based on a brand name rather than the quality of a product or
the price.

Brand names include logos, catchphrases, symbols or even the

name of the company itself. Most marketing campaigns are designed
to convince consumers that a brand's product is superior, whether or
not it actually is. For this reason, brand name products are often
more expensive.

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:

Measures of brand preference attempt to quantify the impact of

marketing activities in the hearts and minds of customers and
potential customers. Higher brand preference usually indicates more
revenues (sales) and profit, also making it an indicator of company
financial performance.

Automobile sector is one of the evergreen parts in everyday

life. India is one of the biggest manufacturer and producer of two-
wheelers in the world. It stands next only to Japan and China in terms
of the number of two-wheelers produced and domestic sales
respectively. The Indian two-wheeler industry made a small
beginning in the early 50s when Automobile products of India (API)
started manufacturing scooters in the country.

Indian Two-Wheeler Industry is the largest in the world as far

as the volume of production and sales are concerned. India is the
biggest two-wheeler market on this planet, registering an overall
growth rate of 9.5 percent between 2006 and 2014.

The growth in Indian Automobile Industry owed the most to a

steep upsurge witnessed in the two-wheeler segment in 2014. The
volume growth recorded in the 2014-15 fiscal year stood at a
commendable 14.8 percent on a year-on-year basis. The 'Make in
India' campaign of the Government of India is also going to attract
more foreign investment into Indian Two-Wheeler Industry creating
further growth opportunities in the coming years.

Indian Two-Wheeler Market is noticing a continuous upsurge

in demand and thus resulting in growing production and sales volume.
This owes a lot to the launching of new attractive models at
affordable prices, design innovations made from youths’ perspective
and latest technology utilized in manufacturing of vehicles. The sale
of two-wheeler products has increased substantially. The sales
volumes in the two-wheeler sector shot up from 15 percent to 24
percent between 2008-09 and 2013-14.

A considerable expansion was seen in the sales volume of the

scooter segment during 2014-15 as far as the two-wheelers were
concerned. The domestic motorcycle sales volume moved up to 10
percent, whereas the scooter segment recorded a growth of 30.7
percent in sales volume. In the past 2-3 years, around a dozen new
scooter brands have been introduced in India. But the motorcycle
segment lags behind in this regard. This is due to the fact that the
recently launched gearless scooters cater to the needs of both men and
women, while motorbikes are a segment preferred by men only.

The growth momentum is also propelled by the fact that the

two-wheeler manufacturers in India have understood the market’s
needs and have been able to deliver as expected. At the end of 2014,
the global business involving two-wheeler designing, manufacturing,
engineering and

selling was at an average of US$ 3.5 billion per manufacturer.

However, India's Hero MotoCorpa- the world's largest two-wheeler
manufacturer and seller clocked an average of US$ 15 billion on the
same lines.

Though, further growth in Indian Two-Wheeler Industry will

depend heavily on people’s personal disposable incomes that rely on
India's economic growth in days to come. Two-wheeler sector grew
12.9 percent.
 This study helps to identify the preference of customers so that
it will be helpful for the company to produce a better vehicle than
others in the industry. This will create a great image for the company
and to be successful in the industry.

I have selected to study the Brand preference of consumer

towards Honda with respect to two wheeler bikes(Santosh
Automotives). In this study I have selected a sample size of sixty. I
conducted the survey by questionnaire method with convenience
sampling method. I found out that most respondents prefer the
branded bikes.
1.1 NEED FOR THE STUDY

 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.

 The increasing media clutter and the changing consumer

preferences.

 The more number of spilt loyalty and shifting loyal customers

are available in the market.

 Branding loyalty of a customer influenced by the customer’s

perceived value which is the basic belief results in the action .So
to analyze the preference of brand and to find the factors
influencing the Brand Preference of the customer in the two-
wheeler segment.
 1.2 OBJECTIVES OF THE
STUDY

 To study the demographic background of consumers of Honda.

 To identify preference of customers towards brands.

 To study customer satisfaction with regard to bikes of Honda

motors limited.

1.3 SCOPE OF THE STUDY

 The study also helps the company to improve their standard of

service and handle the competition in near future.

 It also helps in giving inputs about possible

improvements, addition and new strategies and offers
the customers.

 It also puts a detailed insight into the different

aspects of company such as manufacturing marketing

 sales production and finance etc.

1.4 LIMITATIONS OF THE STUDY

 The study could not be conducted on a larger area because

of time constraints.

 The sample size is limited to 60 respondents.

 The study is targeted towards a mixed population of

students’, officials’, service man, business man and
professionals.
1.5 RESEARCH METHODOLOGY

Research Type:

Quantitative Data Collection:

Questionnaire is used as an effective tool for data
collection. Interviews were conducted with the help of
questionnaire to collect the data. Along with the
questionnaire personal communication was used to get
maximum information from the customers to understand
how they exactly feel about the products and services.
In Santosh Honda bike showroom manager can
provide the information and data when required.
Observation:
Collecting the data through observing on going
activities or sharing the experience.

 Primary data:

Primary data is collected directly from the

respondent through questionnaire method. The
questionnaire was administered to the sixty owners of Two
Wheelers through personal interview.
  Secondary data:

For the purpose of collection of data various

secondary sources were used. The secondary source
used includes different reference books, magazines,
articles on the internet pertaining to training and
development. Various periodicals were also used for
gathering information.

o Sampling design:
Sample design is the specific plan of collecting the data
from the preset target people

o Sampling unit:

The sampling units for my project are the owners of

Honda bikes.

o Sample size:

The sample size is sixty Respondents.

Sampling technique:

 Convenience Sampling:

I conducted interviews based on the convenience

sampling.
CHAPTER-2
2.1 INTRODUCTION TO INDUSTRY

India is the second largest manufacturer and producer of two-

wheelers in the world. It stands next only to Japan and China in terms
of the number of two-wheelers produced and domestic sales
respectively. This distinction was achieved due to variety of
reasons like restrictive policy followed by the Government of India
towards the passenger car industry, rising demand for personal transport,
inefficiency in the public transportation system etc Indian two- wheeler
industry has go from merger 900 vehicle in starting figure 1.5
million vehicles in 1988 with petrol price costing eight as much 15 year
few person now days afford maintains a car the opinion is either to own
two wheeler aviate public transportation system .but service offered
by public transportation different cities, by and large had deteriorated
and thus covalence independent in traveling short distance it is also
status of the middle class people urban and semi urban reason Beyond
in 1950 motorcycle miniature in our country itself by using simple
technology low engine capacity etc.

After1980’s when government introduced liberal licensing

the hero group made collaboration with Honda group Japan with started
with name hero Honda success full two wheeler
 manufacturing company after collaboration company had
increased its vehicles cc capacity mileage they are enter into four
stockers today they divide group separated hero and Honda. The
motorcycles segment was no different, with only three manufacturers
viz Enfield, Ideal Jawa and Escorts. While Enfield bullet was a four-
stroke bike, Jawa and the Rajdoot were two-stroke bikes. The
motorcycle segment was initially dominated by Enfield 350cc bikes
and Escorts 175cc bike.

The two-wheeler market was opened to foreign competition in the

mid-80s. Moreover, the then market leaders -Escorts and Enfield - were
caught unaware by the onslaught of the 100cc bikes of the four Indo-
Japanese joint ventures. With the availability of fuel-efficient low
power bikes, demand swelled, resulting in Hero Honda - then the only
producer of four stroke bikes (100cc category), gaining a top slot.

The first Japanese motorcycles were introduced in the early

eighties. TVS Suzuki and Hero Honda brought in the first two-stroke and
four-stroke engine motorcycles respectively. These two players
initially started with assembly of CKD kits, and later on progressed
to indigenous manufacturing.
 If a two-wheeled vehicle with steam propulsion is considered a
motorcycle, then the first motorcycles built seem to be the French
Michaux-Perreaux steam velocipede which patent application was filled
in December 1868 constructed around the same time as the
American Roper steam velocipede, built by Sylvester H. Roper
Roxbury, Massachusetts, who demonstrated his machine at fairs and
circuses in the eastern U.S. in 1867, and built a total of 10 examples

Today:

In the 21st century, the motorcycle industry is mainly dominated by

the Chinese motorcycle industry and by Japanese motorcycle
companies. In addition to the large capacity motorcycles, there is a
large market in smaller capacity (less than 300 cc) motorcycles, mostly
concentrated in Asian and African countries and produced in China and
India. A Japanese example is the 1958 Honda Super Cub, which went
on to become the biggest selling vehicle of all time, with its 60 millionth
unit produced in April 2008. Today, this area is dominated by mostly
Indian companies with Hero MotoCorp emerging as the world's largest
manufacturer of two wheelers. Its Splendor model has sold more than
8.5 million to date other major producers are Bajaj and TVS Motors.

Motorcycle (also called a motorbike, bike, Moto or cycle) is a

two or three wheeled motor vehicle. Motorcycle design varies greatly
to suit a range of different purposes: long distance travel,
commuting, cruising, sport including racing, and off-road riding.
Motorcycling is riding a motorcycle and related social activity such as
joining a motorcycle club and attending motorcycle rallies.

In 1894, Hildebrand & Wolfmüller became the first series

production motorcycle, and the first to be called a motorcycle. In
2012, the three top motorcycle producers globally by volume

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.

In developing countries, motorcycles are overwhelmingly

utilitarian due to lower prices and greater fuel economy. Of all the
motorcycles in the world, 58% are in the Asia Pacific and Southern and
Eastern Asia regions, excluding car- centric Japan.

According to the United States Department of Transportation the

number of fatalities per vehicle mile traveled was 37 times higher for
motorcycles than for cars. The term motorcycle has different legal
definitions depending on jurisdiction. There are three major types of
motorcycle: street, off-road, and dual purpose. Within these types,
there are many sub-types of motorcycles for different purposes. There
is often a racing counterpart to each type, such as road racing and
street bikes, or motocross and dirt bikes.

Street bikes include cruisers, sport bikes, scooters and mopeds,

and many other types. Off-road motorcycles include many types
designed for dirt-oriented racing classes such as motocross and are
not street legal in most areas. Dual purpose machines like the dual-sport
style are made to go off-road but include features to make them legal
and comfortable on the street as well..Each configuration offers either
specialized advantage or broad capability, and each design creates a
different riding posture.
Market Share of Honda in India:
Honda Motorcycle & Scooter India Pvt. Ltd. (HMSI), the only Honda in Indian
2Wheeler industry is the 100% subsidiary of Honda Motor Company Ltd., Japan,
started its Indian operations at Manesar (District Gurgaon, Haryana) in May
2001. Despite being one of the youngest players in the Indian two-wheelers
market, Honda’s consistency of providing high quality products and services has
won the hearts of over 46 million happy Indian customers and catapulted HMSI
to become India’s 2nd largest two-wheeler company today.

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.

More than business, as a responsible corporate, road Safety is Honda’s top

priority globally. In India too, Honda has educated over 36 lac individuals of all
age groups on safety riding with special focus on women & kids through its 14
Traffic Training parks & 4 Safety Driving Education Centres across India.

The study investigates the management of Honda brand in Gondia in current

scenario and consumer buying behavior followed by the company.
scenario and consumer buying behavior followed by the company. prime focus
of the project is on getting effective feedback from the customers about the
Honda Brand. Survey was conducted using questionnaire. The information about
various attributes & factors was collected. All the data collected, primary data
was filtered & analyzed, represented in the form of pie charts. Secondary data
was also used in report such as company profile, product profile etc. The survey
gave knowledge about customer's satisfaction, loyalty & their feel about the
brand. The survey gave an insight into organized market of two wheelers and
four wheelers & competitors of Honda motors. On the basis of findings &
conclusions, suggestions were given. There are many limitations of this project
like, biased reply, customers busy, time constraint as the project has time and
area limitation etc.

Research methodology adopted for the collection of primary data was

interpersonal interview and questionnaire. The secondary data were collected
from Magazines, News Papers, and Websites. The facts and figures itself talk
about the competitors performance, market structure and potential market for the
company.
2.1 HONDA COMPANY BREIF HISTORY,

Throughout his life, Honda's founder, Soichiro Honda had an

interest in automobiles. He worked as a mechanic at the Art Shokai
garage, where he tuned cars and entered them in races. In 1937, with
financing from his acquaintance Kato Soichiro, Honda founded
Tōkai Seiki (Eastern Sea Precision Machine Company) to make piston
rings working out of the Art Shokai garage.

After initial failures, Tōkai Seiki won a contract to supply piston

rings to Toyota, but lost the contract due to the poor quality of their
products. After attending engineering school without graduating, and
visiting factories around Japan to better understand Toyota's quality
control processes, by 1941 Honda was able to mass-produce piston rings
acceptable to Toyota, using an automated process that could employ
even unskilled wartime laborers.

Tōkai Seiki was placed under control of the Ministry of

Commerce and Industry (called the Ministry of Munitions after 1943) at
the start of World War II, and Soichiro Honda was demoted from
president to senior managing director after Toyota took a 40% stake
in the company. Honda also aided the war effort by assisting other
companies in automating the production of military aircraft propellers.
 The relationships Honda cultivated with personnel at Toyota,
Nakajima Aircraft Company and the Imperial Japanese Navy would be
instrumental in the postwar period. A US B-29 bomber attack destroyed
Tōkai Seiki's Yamashita plant in 1944, and the Itawa plant collapsed in
the 1945 Mikawa earthquake, and Soichiro Honda sold the salvageable
remains of the company to Toyota after the war for ¥450,000, and
used the proceeds to found the Honda Technical Research Institute

in October 1946. With a staff of 12 men working in a 16 m2 (170 sq

ft) shack, they built and sold improvised motorized bicycles, using a
supply of 500 two-stroke50 ccTohatsuwar surplus radio generator
engines.

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.

Following the death of Soichiro Honda and the departure of

Irimajiri, Honda found itself quickly being outpaced in product
development by other Japanese automakers and was caught off-guard by
the truck and sport utility vehicle boom of the 1990s, all which took a
toll on the profitability of the company. Japanese media reported in
1992 and 1993 that Honda was at serious risk of an unwanted and
hostile takeover by Mitsubishi Motors, who at the time was a larger
automaker by volume and flush with profits from their successful Pinero
and Diamante.

Kawamoto acted quickly to change Honda's corporate culture,

rushing through market-driven product development that resulted in
recreational vehicles such as the first generation Odyssey and the
CR-V, and a refocusing away from some of the numerous sedans and
coupes that were popular with Honda's engineers but not with the buying
public
 The most shocking change to Honda came when Kawamoto ended
Honda's successful participation in Formula One after the 1992 season,
citing costs in light of the takeover threat from Mitsubishi as well as
the desire to create a more environmentally- friendly company image.

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_

• Proceed always with ambition and youthfulness

• Respect sound theory, develop fresh ideas, and make the most

effective use of the 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.

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:

 One vital aspect of Honda's motorcycle safety

research has been careful analysis of the key statistics
concerning accidents. Data from Japan, the US and Europe
all indicate that frontal collisions account for over half of all
collisions. It also has been confirmed that many injuries result
from the rider's impact with vehicles or the road surface. In
view of these facts, Honda engineers sought to reduce the
incidence and severity of injuries by absorbing the energy of an
impact and reducing the rider's forward velocity.

 To achieve this objective, Honda decided to develop

a motorcycle airbag. In the event of a frontal collision, the
airbag is designed to inflate and absorb some of the rider's
kinetic energy. As a result, the force of impact between the
rider and the vehicle or the road may be reduced, mitigating
injuries.
Future plans:

World’s largest scooter only plant of 12 lace unit’s annual

capacity. Additionally, Honda 2Wheeler will invest to build a new
production line at its existing 3rd plant Karnataka before the end of
2016. Overall, this will take Honda’s cumulative production capacity to
6.4 million units -
1.6 million units (1st plant), 1.2 million units (2nd plant), 2.4
million units (3rd plant with upcoming new line) and projected 1.2
million units (upcoming 4th plant).
Awards:

Honda 2Wheelers has won more than 100 prestigious awards. In

FY’ 2014-15, Honda received 19 awards including Best CEO
Multinational (Forbes India), Most Trusted Brand in Indian two-
wheelers (Economic Times Brand Equity Survey 2014), Most
Trusted Brand (Readers Digest), Two Wheeler Manufacturer of the year
(Bike India Awards 2015) and Brand Excellence Award in Automobile
Sector (ABP). Honda technology won - Convenience Technology of
the Year and Engine of the Year (Auto Tech Review IATIA Awards).
Honda also won accolades for its road safety initiatives like CSR
initiative towards road safety-2W (Bloomberg Auto car 2015), CSR
Leadership Award (Think Odessa Leadership Awards 2014). On the
product front, Honda’s Active 125 won 6 “Scooter of the year"
awards while CB Shine and CB Unicorn won the prestigious JD Power
awards.
2.3. Subsidiaries, associates of the
Honda Company

Honda Worldwide:

Honda Motor Company, Japan with its headquarters in

Tokyo, has manufacturing operations in 28 countries with 73
plants.
The company principal of Honda Worldwide is
dedication to supplying products of the highest quality yet at
a reasonable price for worldwide customer satisfaction .It
has 3 business divisions namely 2-wheelers, 4-wheelers and
Power Products. Apart from HMSI that manufactures 2-
wheelers, the other business divisions in India include Honda
Cars India Limited (HCIL) and Honda Spiel Power
Products Limited (HSPP).
Honda Cars India Ltd:

Honda Cars India Ltd., (HCIL) is a leading manufacturer of

premium cars in India. The company was established in 1995 with a
commitment to provide Honda's latest passenger car models and
technologies, to the Indian customers. The company is a subsidiary
of Honda Motor Co. Ltd., Japan.
The company's product range include Honda Brio, Honda Jazz,
Honda City, Honda Civic, Honda All-New CR-V and Honda
Accord which are produced at the Greater Naiad facility. Honda's
models are strongly associated with advanced design and technology,
apart from the established qualities of durability, reliability and fuel-
efficiency.

HCIL's first manufacturing unit was set up at Greater Naiad,

U.P in 1997. The green field project is spread across 150 acres and
has an annual production capacity of 100,000 units. The company's
second manufacturing facility is in Tapukara, Rajasthan. This
facility is spread over 450 acres and currently has a state-of the art
Power train and Press shop. The first phase of this facility was
inaugurated in September 2008.
Honda Spiel Power Products Limited (HSPP):

Honda Spiel Power Products Ltd (HSPP) is a Joint venture

between Honda Motor Co., Japan and Sale Ltd .India. Currently
Honda Motor Company, Japan has a 67% Equity Stake in this
company. It was incorporated in September 1985 and produces a
range of Power Products in India, like Portable Genets, Portable
Engines, Portable Water Pumping set and Lawnmowers.

Honda Motor India Privet Ltd. (HMI)

Honda Motor India the wholly owned subsidiary of Honda

Motor Cooperative limited Commences Operations, Beginning with
HSCI Parts Operations (HMI) formally began its operations from its
corporate office in Greater Naiad, Uttar Pradesh, India from
December 1, 2006.
The plan to set up HMI was first announced by Mr. Takeo
Fukui, President and CEO, Honda Motor Co., Ltd, during his visit
to New Delhi. Formation of HMI is part of the overall strategy to
strengthen and integrate operations of Honda companies in India
with respect to service parts.
2.4 ORGANIZATIONAL STRUCTURE
CHAPTER-3
THEORETICAL FRAMEWORK

Basic concept:

A Brand is a proper noun that can be used in the place

of a common word. AI Re is “a brand is singular idea or concept that
you own inside the mind of a prospect.”
The brand is nothing more than an ongoing relationship in
which a customer exchange financial value with the marketing
organization (your business) for the use of the benefits the brand
provides.
A branding is a promise wrapped in an experience. A consistent
promise wrapped in a consistent experience. Branding is not about getting
your name out in the market place. Branding is about getting an
individual’s customer to say I want it “steveyarstow”. A brand is
essentially a contains for a customer’s complete experience with the
product or company Sergio Zeeman.

Brand image is broader than brand personality in real. A well-established brand

has a clear brand personality. It may remain unstated. But it can play a strategic
role in brand ware. Closely position brands may also acquire distinct personalities
as a result of exposure to the quality of the product, attraction in packing, service
at the time of sale and after sale, word-of- mouth and advertising strategies
adapted by the
 company. Brand is thought as being friendly, boring, funny, rude,
caring stylish etc. consumer need to think of brands in human terms.
The ability of a brand personality comes through consistency.

Brands are much like people. They have certain physical

characteristics, certain skills and abilities and certain associations and
attitudes like an individual, a brand too is a blend of all these. The
brand therefore; appeals to senses, to reason and to emotions.
Various factors influence a human beings perceived personality

Brand loyalty:

Occurs when a customer chooses to repeatedly purchase a product

produced by the same company instead of a substitute product
produced by a competitor. For example, some people will always
buy Coke at the grocery store, while other people will always purchase
Pepsi.

Brand loyalty is often based upon perception. A consumer will

consistently purchase the same product because she perceives it as
being the superior product among the choices available. You should
note that brand loyalty usually relates to a product, not a company

For example, some people will always buy Coke at the grocery
store, while other people will always purchase Pepsi.

Brand loyalty is important for several reasons. First, it reduces the

cost of production because the sales volume is higher. Second,
companies with brand-loyal customers don't have to spend as much
money on marketing the product, which will permit the company to
either retain more earnings or to invest resources elsewhere. Third,
companies may use premium pricing that will increase profit margins.
Finally, loyal customers tend to recommend products that they like.

Businesses have to exert significant effort to facilitate brand loyalty.

You need to convince potential customers that your product has a
significant advantage over other products to justify consistent purchases
of your product. Businesses also will attempt to leverage brand loyalty
developed for a product to other products offered by the company. The
hope is to create brand loyalty for as many products as possible.

Branding goes way beyond just a logo or graphic element.

When you think about your brand, you really want to think about
your entire customer experience…everything from your logo, your
website, your social media experiences, the way you answer the
phone, to the way your customers experience your staff.
 When you look at this broad definition of branding, it can be a
bit overwhelming to think about what is involved in your brand. In
short, your brand is the way your customer perceives you.

It is critical to be aware of your brand experience and have a plan

to create the brand experience that you want to have a good brand
doesn't just happen it is a well thought out and strategic plan.

Many small organizations and start-ups neglect

spending necessary time thinking about their brand in this broad sense
and the impact it has on their business. Let’s look at 10 reasons why
digging into your brand is important:
Branding promotes recognition:

People tend to do business with companies they are familiar with.

If your branding is consistent and easy to recognize, it can help people
feel more at ease purchasing your products or services.

Your brand helps set you apart from the competition:

In today’s global market, it is critical to stand apart from the crowd.

You are no longer competing on a local stage; your organization now
competes in the global economy. How do you stand out from the thousands
or millions of similar organizations around the world?

Your brand tells people about your business DNA:

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?

Your brand provides motivation and direction for your staff:

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.

A strong brand helps customers know what to expect:

A brand that is consistent and clear puts the customer at ease,

because they know exactly what to expect each and every time they
experience the brand.

Your brand helps you create clarity and stay focused:

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:

A good brand connects with people at an emotional level; they feel

good when they buy the brand. Purchasing is an emotional experience
and having a strong brand helps people feel good at an emotional
level when they engage with the company.

A strong brand provides your business value:

A strong brand will provide value to your organization well beyond

your physical assets. Think about the brands that you purchase from
(Coca-Cola, Wrangler, Apple, Ford,) are these companies really worth
their equipment, their products, their warehouses, or factories? No, these
companies are worth much more than their physical assets their brand has
created a value that far exceeds their physical value.

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:

Understanding the motives and interests of your target market helps

in making product decisions, developing a store layout and promoting
your business. Product resellers must decide what mix of brand name
products and generic goods to provide. Consumers generally buy off-
brands for price benefits. They buy brand names for a variety of reasons.

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:

People have a desire to fit in, whether at school, work or in

social circles. For this reason, people sometimes buy brands because
they believe the brands will contribute to greater social acceptance. This
is especially true in fashion. Consumers often buy clothing brands
that are either perceived as fashionable, trendy or high class, or that fit
into a particular subculture or peer group. The "Keeping up with the
Joneses" mentality epitomizes this brand buying motive
Loyalty:

Over time, consumers develop loyalty to brands that provide a consistent,

high-quality experience. Loyalty is essentially an emotional attachment to a
brand. Some car buyers have a strong affinity for the Ford brand, while
others have a similar commitment to Chevrolet. Brand loyalty causes
customers to inconvenience themselves or spend more for a particular brand.
Developing a strong company brand or carrying desired product brands leads
to more customer loyalty and long-term business benefits.

Personal Image:

Just as company or product brands have identities, people do as

well. Some people buy certain brands to support their personal or
professional image. Cutting-edge, tech-savvy consumers buy Apple
technology to correlate with a desire to be perceived as "techie." Buying
a Lexus or other higher-priced car brand or Armani suits can contribute
to your image as a high- class, well-to-do or sophisticated
professional.
CHAPTER-4
 DATA ANALYSIS AND INTERPRETATION

Table No-1) Age of respondents/ customers:

Age of customer Number of customer Percentage (%)

Below 20 years 05 8.33
21 to 30 years 20 33.33

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:

Gender Number of customer Percentage (%)

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:

The above table and graph shows that the 86.67%

consumers are male &13.33% consumer are female. The
number of male consumers is more than female.
Table No.1. B) Marital status:

Marital status Number of customer Percentage (%)

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:

The above table and graph shows that the 68.33%

consumers are married & 31.33% consumer are unmarried. It can be
observed that unmarried customers are less than married ones.
Table no 1. C) Educational detail:

Educational detail Number of customer Percentage (%)

Primary school level 35 58.33

Degree 16 26.67
Post graduation 6 10
Other 3 5
Total 60 100

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

Occupational status Number of customer Percentage (%)

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:

Family income Number of customer Percentage (%)

Up to 5000 09 15

5000 to 10000 11 18.33

10000 to 20000 17 28.33

Above 20000 23 38.33

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

Number of member in family Number of customer Percentage (%)

Up to 2 06 10
2 to 4 33 55
4 to 6 15 25
Above 6 06 10
Total 60 100

120

100

80

60
Number of customer
Percentage (%)
40

20

Up to 2 2 to 4 4 to 6 Above 6 total

Interpretation

The above table and graph shows that number of member in

family of customer is 10% up to 2 members, 55% to 4 members,
25% 4 to 6 members and 10% above 6 members.
Table no 2) Do you buy branded product

Buy branded product Number of customer Percentage (%)

Yes 36 60
No 09 15
Some times 15 25
Total 60 100

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

Price sensitive customer Number of customer Percentage (%)

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?

Loyal customers Number of customer Percentage (%)

Yes always stick to the same 17 28.33
product
Never I keep experimenting 19 31.67
with new product
Only for quality product 24 40
Total 60 100

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

Product easily available Number of customer Percentage (%)

Yes 41 68.33
No 06 10
Mostly 13 21.67
Total 60 100

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?

Brand ambassadors Number of customer Percentage (%)

Yes 24 40
No 19 31.67
Some times 17 28.23
Total 60 100

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?

Faith on brands Number of customer Percentage (%)

Yes 44 73.33
No 16 26.67
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 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?

Quality of each product Number of customer Percentage (%)

Excellent 27 45
Good 23 38.33
Average 06 10
Poor 04 6.66
Total 60 100

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?

Most preferred Honda bike Number of customer Percentage (%)

Shine 28 46.67
Dream yoga 07 11.67
Activa 11 18.33
Cb unicorn 14 23.33
Total 60 100

120

100

80

60
Number of customer
40
Percentage (%)

20

0
Shine Dream Activa Cb Total
yoga unicorn

Interpretation:

The above table and graph shows the most preferred

Honda bike. Shine 46.67%, dream yoga 11.67%, active 18.33%, cb
unicorn is 23.33%.
Table no 10) Experience with Honda bike:

Experience of Honda Number of customer Percentage (%)

Worse 05 8.33
Average 10 16.67
Excellent 19 31.67
Good 26 43.33
Total 60 100

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

Feature of Honda Number of Percentage (%)

customer
Tyre Broad 11 18.33
Narrow 49 81.67
Total 60 100
Ignition Kick start 08 13.33
Button start 52 86.67
Total 60 100
Breaks Disk break 38 63.33
Normal break 22 36.67
Total 60 100

120

100

80

60

40
Number of customer
20
Percentage (%)
0
Broad

Total

Total

Total
Narrow

Kick start

Disk break

Normal break
Button start

Tyre Ignition Breaks

Interpretation:

The above table and graph shows features preferred of Honda

bikes. Tyre: broad-18.33%, narrow -81.67% Ignition: kick start
-13.33%, Button start -86.67% and; Brake: Disk brake 63.33%,
normal brake- 36.67%.
Table no12) For what purpose did you purchase a Honda Bike?

Purpose of Honda Number of customer Percentage (%)

Status symbol 09 15
Utility vehicle 26 43.33
Long journey vehicle 15 25
Style 10 16.67
Total 60 100

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:

Purpose of purchase Number of customer Percentage (%)

Quality 26 43.33
Price 07 11.67
Mileage 16 26.67
Design 11 18.33
Total 60 100

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?

Collection at agreed time Number of customer Percentage (%)

Yes 43 71.67
No 17 28.33
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 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

After sales services Number of customer Percentage (%)

Excellent 08 13.33
Very good 09 15
Good 30 50
Average 13 21.67
Total 60 100

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?

Attend queries satisfactory Number of customer Percentage (%)

All of them 10 16.67
Most of them 20 33.33
Some of them 27 45
None 03 5
Total 60 100

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?

Satisfied with after service Number of customer Percentage (%)

Yes 32 53.33
No 03 5
Sometimes 22 36.67
Never 03 5
Total 60 100

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. A) It was found that the 86.67% customers are

male & 13.33% customers are female. The number of
customers male is more then female.

1. B) It was found that the 68.33% consumers are married & 31.33%
consumer are unmarried it has unmarried is less in married.

1. C) It was found that the educational detail in customer is school level

is 58.33%, degree is 26.67%, post graduation10%and other is 5%.
1. D) It was found that Occupational status of customer is 18.33% student,
20%house wife, 25% employed and 36.67% business in these business
customer are more.

1. E) It was found 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 in these above 20000 income families more.

1.F)It was found that number of member in family of customer is 10%

up to 2 members ,55% up to 4 members, 25% up to 4 to 6 members and
10% above 6 to 4member in family is more in all .

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.

6) It was found that 40 % customer feel that brand ambassadors

influence buying decision, some time may be 28.23% ,31.67%
customer don’t feel so no .

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

 Show room should go for more advertising campaigns

to create brand image and preference a positive correlation must be
explain to customers with regard branded products and quality

 Regular changes in the features of the bikes based on

customer survey or market research should be carried out.

 Provide better services and after sales services in terms of

promptness in dealing with customers, proper attention to their queries and
requirements.

 Showroom should create new ideas to attract customers in order

increase the sales.
 CONCLUSION
From my study I observed that 60% Customers prefer to buy
branded products73.33% faith on Honda bikes53.33 % are satisfied
with after sales services of Honda bikes
It was observed that the demographic profile of Honda
customers is as follows:
o Age: - 51.66% customers are in the age group of 31-
40years have use Honda bike.
o Gender: - 86.67% customers are male have use Honda
bike.
o Marital status:-61.33% customers are married have
use Honda bike.
o Educational details:-:-58.33% customers are Primary
school level have use Honda bike.
o Occupation:- 36.67% customers are business man
have use Honda bike.
o Income- 38.33%customers are above 2000.
o No of family members:-55%customers are 2-
4members in a family have use Honda bike.
 QUESTIONNARIE

1) Age

1) Below 20 years 2) 21 to 30 years

3) 31 to 40 years 4) above 40 years

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

e) Monthly income of the family:-

 1) Up to 5000 2) 5000 to 10000
3) 10000 to 20000 4) about 20000

f) Number of member in the family:-

1) Up to2 2) 2 to 4
3)4 to 6 4) above 6

2) Do you buy only branded product:-

1) Yes 2) no
3) some times 4) never

3) Are you prize sensitive customer

1) Yes 2) no

4) Are you a loyal customer for the product you buy?

1) Yes always stick to the same product
2) Never I keep experimenting with new product
3) Only for quality product

5) Do you use product that are easily available

1) Yes 2) no
3) Mostly
 6) Are popular celebrities good branded
ambassadors & investing? In them a good strategy
1) Some time may be 2) no
3) Yes
7) Do you have faith on brands?
1) Yes 2) no

8) How do you like the quality our

brand?
1) Excellent 2) good
3) Average 4) poor

9) Which is your most preferred HONDA BIKE?

1) Shine 2) dream yoga
3) Activa 4) cob unicorn

10) Experience with HONDA bike

1) Worse 2) average
3) Excellent 4) good

11) Feature you most preferred in HONDA bikes

1) Tyre a) broad b) narrow
2) Ignition a) kick start b) button start
3) Breaks a) disk break b) normal break
12) For what purpose did you purchase a HONDA BIKE?
1) Status symbol 2) utility vehicle
3) Long journey vehicle 4) style

13) Why did you purchase HONDA bike

1) Quality 2) prize
3) Mileage 4) design

14) Was your vehicle ready for collection at agreed time?

1) Yes 2) no

15) In your opinion the overall after sales services delivered by the dealer is
1) Excellent 2) very good
3) Good 4) average

16) Does the executive attend to your queries satisfactorily?

1) All of them 2) most of them
3) Some of them 4) none
17) Are you satisfied with after services given by HONDA MOTORS?
1) Yes 2) no
3) some times 4) never
 Bibliography

List of reference:

Marketing management Phillip Kotler, (13tedition)

Websites : -www.honda.com
:-www.wikipedia.com!www.brand.comwww.2