CHAPTER-I

INTRODUCTION

INTRODUCTION

Consumer physical behavior can be defined as: All psychological, social and
physical behavior of al potential consumers as they become aware of, evaluate,
purchase, consume and tell others about products and services.
Right from the time there has been exchange of goods and services between the
buyers and sellers, the ultimate success of all the economic activities has primarily
depended on the producer manufacturing and selling goods and services desired by the
target consumer. The ultimate decision of whether or not to purchase a product or
service and from whom buys has always been vested in the hands of the consumers.
One can imagine the absurdity of trying to sell air conditioners or swim-suits to the
people of north pole, where it is very cold. This only goes to show that marketers have
to revolve every marketing activity around the ultimate consumer. Since the focus of
attention is on the consumer, the marketer is always probing and trying to learn.
Consumers vary tremendously in their ages, income, education level, mobility
pattern and tastes and preferences. Around two decades ago it was argued that
Economics was marketings Mother discipline. This was because it was seen that
consumer purchase decision is governed by their economic and mental forces.
Mental forces like fear, pride, fashion possessions, sex or romance vanity etc., create
desires and wants in the minds of the consumers.
But economic forces such as purchasing power may come in the way of satisfying those
wants and select the products according to the priority of consumption. However, the
rapid changes taking place in the external environment, has also had a bearing on the
consumer behavior and is seen in the complex manner in which a consumer behaves.
Researches in this field have shown that the light that has been shed on the human
behavior can in general, by the behavioral sciences, be extended to the study of the
behavior exhibited by individuals in their roles as buyers/consumers. So consumer
behavior can be said to be the melding of all those bodies of knowledge concerning
with human behavior-behavioral sciences.

OBJECTIVES OF THE STUDY

To find out consumer behavior towards bikes
To know the purpose of having bikes.
To find out which service provider gives better connectivity.
To know the satisfaction of consumer towards bikes.
To know the future prospect of bikes on social change.
NEED FOR THE STUDY
The study is more concerned with the consumer behavior. The decision making
is processes where by a buyer decide to purchase a particular product out
of various alternatives. Thus the study conducted is of real importance as it helps the
management to have a good knowledge of the buying behavior. The study also helps to
understand the reasons why one chooses the organizations product and some choose
the product of that of the competitors. The study of consumer behavior provides critical
information to the marketing managers in developing the marketing strategies and
tactics

SCOPE OF THE STUDY

The scope of the study covers the areas of various determinants of Consumer
Behavior. The study is limited to Kodur. The reasons why the people are having mobile
phones, type of service provider that consumer are preferring, future prospective of
mobile services etc., are taken into consideration.

RESEARCH METHODOLOGY

Research methodology is a way to solve systematically the research problem. In

this various types of techniques are generally adopted by a researcher in studying the
research problem along with the logic behind the problem.
Research Design
A research design is the arrangement of conditions for collections and analysis
of data in a manner that aims to combine relevance to the research purpose with
economy in procedure.
Collection Of Data
There are several ways of collecting the appropriate data, which differ
considerably with the types of research. There are two types of data are used in research
process.
Types Of Data
Data is recorded, measure phenomena specified by the researchers.
The research required both
Primary data
Secondary data
1. Primary Data
All the information pertaining to consumer like product service, quality,
satisfaction level complaints etc. were obtained from the customers. For that collection
of primary data survey method was adopted as it was felt that they results obtained
4

through surveys are more reliable and valid. As it was believed that by using the survey
method a majority of customers could be met personally and their problems could be
explored in detailed fashion. The survey method was used for collecting primary data.
2. Secondary Data
The secondary data has been drawn from both internals secondary sources through
company websites external secondary source of publications, project reports, magazines
,
Bulletins, govt, .publication etc.
Sampling size and Sampling technique
For conducting survey the researcher adopted systematic sampling method of Random
sampling for selecting sample. Due to the time, expenses and practical constrains the
sample size was limited to 150 customers.
Sampling area and Duration
The survey has been done in Kodur town only, and total survey has been done in
EIGHT weeks only.
Data Processing
A number of tables were prepared to bring out the main characteristics of the collected
data. Inferences were drawn from the data collected and diagrams and charts were
shown whenever necessary. The simple statistical tools like averages, percentage are
adopted to get the required tools.
Research Instruments
In the study the research instrument used is questionnaire.
Questionnaire
The term questionnaire refers to a device for obtaining answer to questions by using
a form, which respondents fill.
Types of Questions
The interviewer-administer questionnaire is prepared with the following types of
questions.
Multiple choice questions
Dichotomous questions
Open ended questions
Data Collections
5

Data collection is an elaborate process. It is carried out in to two phases.

Analysis of Data
The collected data are scientifically codified, tabulated, arranged by using some
statistical technique.

Analysis of data was carried out in following methods.

Datas are coded
Demographic questions and research questions are tabulated
Tabulated dada was analyzed with percentages
Inferences were drawn from the results

Percentage Analysis
Percentage refers to special kind of ratio. Percentage are used in making
comparison between two are more series of data.
It is used to described relationship. Percentage can be used to compare the relative term
the distribution of two or more series of data. Since the percentage analysis reduce
everything to common based their by meaningful comparison.
Percentage= (no. of respondents\number of samples) x 100

Tables & Charts

The table and charts are used mainly for the multiple-choice question and that of
close ended questions and this tables and charts are used for suggestions and
conclusion.

LIMITATIONS OF THE STUDY

Any Researcher will be restricted in the scope by certain inherent limitations

that are participated by the choice of the research design, sampling procedure and
respondent selection. This study has the following limitations.
The study is limited to Kodur town only.

Time is the major constraint for the study.

The primary data has been taken from the 150 respondents only, comparing to
total population in the Kodur town.
The finding of the study cannot be generalized for the whole population.

CHAPTER-II
REVIEW OF LITERATURE

Consumer behavior:
Consumer physical behavior can be defined as: All psychological, social and
physical behavior of al potential consumers as they become aware of, evaluate,
purchase, consume and tell others about products and services.
Right from the time there has been exchange of goods and services between the
buyers and sellers, the ultimate success of all the economic activities has primarily
depended on the producer manufacturing and selling goods and services desired by the
target consumer. The ultimate decision of whether or not to purchase a product or
service and from whom buys has always been vested in the hands of the consumers.
One can imagine the absurdity of trying to sell air conditioners or swim-suits to the
people of north pole, where it is very cold. This only goes to show that marketers have
to revolve every marketing activity around the ultimate consumer. Since the focus of
attention is on the consumer, the marketer is always probing and trying to learn.
Who buys products/services?
How do they buy goods/services?
When do they buy gods/services?
Where do they buy goods/services?
How often do they buy? And so on..
This shows that there is always an attempt on the part of the marketer to
understand and study consumer behavior this can be referred to as an attempt to
understand and predict human actions in the buying role.
The study of consumer behavior is comparatively a new research field.

Basically human beings have been sociable in nature and their buying decision
or freedom of choice is determined by the affluence of the individual consumer and the
society in question.

Definition and meaning of consumer behavior:

A Consumer market can be defined as all the individuals and households who
buy goods and services for personal consumption This means all the persons and
families which will purchase either goods/services for personal consumption can be said
to be a part of the consumer market.

Era of Liberalization and Globalization

The availability of the choice has led to the customer to think and act before
he dies. The saying customer is the King, was gained importance. Most of the
organizations accepted the promise that, and organization must become more
knowledge-intensive and value-oriented in order to serve the customers.
Customers are getting benefited because their felt and unfelt needs are
taken care by the marketers of the day. The improvements of marketing efforts
gave shape after sales services. Now organizations are thinking upon the
concepts like relationship marketing, involving the customers as partners of
growth for the organization.
INTER DISCIPLINARY DIMENSIONS OF CONSUMER BEHAVIOUR:
Consumers vary tremendously in their ages, income, education level, mobility
pattern and tastes and preferences. Around two decades ago it was argued that
Economics was marketings Mother discipline. This was because it was seen that
consumer purchase decision is governed by their economic and mental forces.

10

Mental forces like fear, pride, fashion possessions, sex or romance vanity etc., create
desires and wants in the minds of the consumers.
But economic forces such as purchasing power may come in the way of satisfying those
wants and select the products according to the priority of consumption. However, the
rapid changes taking place in the external environment, has also had a bearing on the
consumer behavior and is seen in the complex manner in which a consumer behaves.
Researches in this field have shown that the light that has been shed on the human
behavior can in general, by the behavioral sciences, be extended to the study of the
behavior exhibited by individuals in their roles as buyers/consumers. So consumer
behavior can be said to be the melding of all those bodies of knowledge concerning
with human behavior-behavioral sciences.
The various disciplines having influence on the consumer behavior

S.No Discipline

Comprising of or governed by

Economics

Demand, Supply, Income, Purchasing Power

Psychology

Needs & Motivation, Personality, Perception,

Sociology

Learning, Attitudes.
Society, Social class, Power, Esteem, Status.

Socio Psychology

Group Behavior, Conformity to group norms,

Cultural Anthropology

Group influences, Role leader.

Values, Belief, Caste system, Attitude towards

wealth, joint family system.

ECONOMICS:
Economics as a discipline is said to be a traditional one. It works on the
principle that man is a rational human being. He will be primarily motivated by
economic incentives and is willing to do things which will maximize his economic
returns.

PSYCHOLOGY:

11

It is referred to as a science, a study of the mind and its process (study of

individuals) Thus psychology as a branch of behavioral sciences tries to probe and
understand how an individuals mind works while taking decisions. Here psychology is
trying to understand the role played by needs and motivation, personality, perception,
learning, level of involvement and attitude in influencing the consumers decision
making process.

SOCIOLOGY (STUDY OF GROUPS):

Man is a social human being existing within in a society. Society is one of the
most dominant and complex types of social organization. Each society has its own set
of values, beliefs and culture, which will have a bearing on the behavior of its members
i.e., the consumers.

SOCIAL PSYCHOLOGY:
The buyer is living in a social environment, is influenced by it and in turn
influences its course of development. On account of this he is a member of several
groups/organizations at the same time. He is a member of a professional body, he may
be an active member of a cultural body. There is constant interaction between the
individual and all the organizations of which he is a member. And all these interactions
leave some imprint on his mind
, influencing him in his day to day to day life and consequently, his buying behavior.

CULTURAL & ANTHROPOLOGY:

While psychology describes why human beings behave, cultural anthropology
explains how they behave. Culture is an underlying determinant of human behavior in
the society. It refers to a distinctive from of heritage which is adapted by the society at
large. A working definition of culture would be culture is the complex of values, ideas,
attitudes and other meaningful symbols to shape human behavior in the society.
Culture is dynamic because it is alive and ever changing also. Culture plays a
very important role in influencing both the pattern of decision making and the pattern of
consumption.
VAROIUS PERSPECTIVES ON THE STUDY OF CONSUMER BEHAVIOUR:

12

The person who purchases a product is not always the user or only user of the
product. Nor is the consumer necessarily the person who makes the purchase decision.
For example, a young mother buys books, toys, and clothes for her children. Here
though she is the purchaser, she is not the user of the product .Thus, the marketers have
to identify the person who is most likely to influence the decision-the buyer or user and
direct their promotional efforts accordingly.
The reasons why people study consumer behavior are also diverse and
accordingly various views on consumer behavior have been expressed. The field of
consumer behavior, marketers and scholars of human behavior.
As consumers we benefit from insights into our own consumption related
decision: what we buy, how we buy and the promotional influences that persuade us to
buy. Thus the study of consumer behavior will enable us to become better and wiser
consumers.
As a marketer it is important to understand consumer behavior, so as to be
able to predict how consumers are likely to react to various informational and
environmental cues and devise marketing strategies accordingly. This will help to earn a
competitive advantage at the market place.
As scholars of human behavior, they are interested in consumer behavior so as
to gain insights into why individuals act in certain consumption related ways and
learning about the internal and external influences which impel the consumers to act as
they do.

NATUTRE & CHARACTERSTICKS OF INDIAN CONSUMERS:

Philip Kotler has rightly said Market may be defined as a relationship between
consumer and producer occurring at a time and place at a value mutually agreeable and
acceptable to the concerned parties.
It is the responsibility of the marketing system to discover and serve the market
demand. It provides the vital link in connecting production (supply) and consumption
will ensure a desired standard of living in an economy.
It is important for marketers of Indian firms also to understand the Indian market
and its characteristics so as to enable him to take crucial marketing decisions related to
products, price, promotion and distribution. This will help in matching company
products with consumer needs
13

1. Geography
2. Population
3. Urban-rural composition
4. Sex composition
5. Age Factor
6. Literacy level
7. Income level
8. Linguistic Diversity
9. Religion
10. Dress, Food ,Habits & festival
Some of the characteristics features of Indian consumers are given hereunder, based
segmentation can be done.

Geography:
India ranks seventh in the world in terms of size. There are also various regions
namely great mountain zone, Indo gang tic plain, the desert region and Southern
Peninsula. Rainfall is erratic and ill distributed amongst the various regions. Climate in
terms of temperature is also varied. Temperature in extreme north is low as compared to
the south and north regions whereas in the western India, there is extreme climate.
Based on this regional and climatic variation consumers choice decision varies
especially in terms of their decisions related to clothing and food habits. These
variations are due to variations in the income levels and life style of the consumers.

Population:
India is one of the worlds highly populated countries. Further, the distribution
of population is also unequally divided amongst the states of India. Relates to density of
population also there is diversity among the different regions/states depending upon
topography, climate and level of economic development. This density is states are
Himachal Pradesh, Manipur, Meghalaya, Nagaland and Sikkim. Knowledge about the
density of population will help the marketing executives in developing appropriate
priorities and alternative marketing strategies.

Urban-Rural composition:
14

About 80% of Indias population is rural whereas 20% is urban. However, post
independence period has seen a gradual shift of people towards urbanization. During the
period the urban population increased almost four times whereas rural population has
been more pronounced in the states of Gujarat and Maharashtra mainly. This shift
towards urbanization is mainly due to seeking of better job prospects, higher income
and consequently better standard of living.

Sex Composition:
With increasing education, the role of women has undergone significant
changes. The profile of women has changed from that of a housewife to working
women. Today the urban housewife is an active partner and plays a major role in the
purchase decisions of her husband. Thus understanding of the sex composition helps the
marketing executive to know who are likely to make purchase decisions.

Age:
His is another important factor to be kept in mind while segmenting the market
so that suitable marketing strategies may be developed. On account of wide exposure to
various communication media like television, private channels, magazines, etc.,
children are also participating in buying decisions related to their clothes, toys, books,
etc.

Literacy level:
Depending upon the level of literacy amongst the target marketers will have to
design a suitable communication mix for promoting a particular product or service.
According to 1991 census, the nations average literacy rate is 52.11 crore, literacy
among males was 63.86 percent while among females it was 39.42 percent.
With the efforts of government continuing to bring down the efforts of
government continuing to bring down the level of illiteracy in the country, there should
be an increase in the literate consumers in the coming years.

Income level (Money to spend or purchasing power):

Purchasing power or income has a direct effect on the potential demand for the
product. Income levels can be analyzed on the basis of two income concepts, namely
15

(a) Disposable income (income minus taxes) i.e., takes home pay and was available
for personal consumption expenditures.
(b) Discretionary income, which is the income, which is the income left after paying
taxes and meeting expenses related to food clothing shelter and other necessary
items. Income, credit and assets are objective elements of our purchasing power.
However economic ability must be combined with willingness to buy i.e. the
ability and willingness to spend the discretionary income will have a direct
effect on the potential demand of the products.

Linguistic diversity:
India is a multi-linguistic country with innumerable dialects with the languages
spoken varying from state to state and sometimes even within the state there is
linguistic diversity also in India, Hindi/English are the two languages spoken and
understood by the consumers at large.
Language is a very important tool of communication with ones customer. So
depending upon the target market, the marketing executives have to convey their ideas.
In a persuasive manner inducing the customers to purchase their products,
through the vehicle of language known and understood by the target audience.

Religion:
India can also be divided based on the religion being followed by the people namely
Hinduism, Islam, Christianity, Sikhism, Buddhism, Jainism and Zoroastrianism.
In addition to this there are various sects, sub sects, castes and sub castes also. Each
religion has its own set of customers rituals and practices which are being followed
constraints which influence the consumption and buying behavior of individuals.

In dress food habits and festival:

Festivals are also an important aspect of Indian culture. Many of the festivals own
of the festivals own their origin to myths and legends. For example: Diwali, Dussehra,
Id, Christmas, Raksha bandhan, etc., There are also some festivals which mark the
change of season or harvest time like Onam, Holi, Baisakhi, Pongal etc .,
The dressing style, food habits and celebration of festivals by the consumer greatly
depends on the practices followed by him/her. Thus the consumption pattern of the
Indian consumer is based on the values, beliefs and customs inculcated in each person
16

right from the time of birth. Hence an understanding of the profile of an Indian
consumer will enable marketers to design suitable marketing mix strategies for selling
goods &services to the target market.

Persons Involved in Purchasing Decision:

A Consumer most commonly purchases goods and services with little or no
influence from others. But, in some cases, a number of persons can be jointly involved
in making a purchasing decision. In different situations, different persons are involved
in each of these roles.
Initiator: Initiator is an individual who feels some want and authorizes a purchase to
rectify the situation.
Influencer: Influencer is a person who influences the buying decision by his action
or words.
Decider: Decider is a person who decides when to buy, how to buy and where to
buy.
Buyer: A Buyer is an individual who actually makes the purchases transaction
whether for his own use or for the use of someone else in the family or outside the
family.
User: User is an individual who actually uses the product or service whether
purchased by himself or someone else.

17

Group determinants of Consumer Behavior:

Consumer Behavior :

Cultural Factors :
1. Culture

Social Factors:

Personal Factors:

1.Reference Group

1.Age &stage of

Life cycle
2. Sub Culture

2.Family

2.Occupation

3. Social class

3.Role & Status

3.Economic circumstance
4.Life Style
5.Personlaity&SelfConce
pt.

Cultural Factors: Cultural factors have the deepest influence on consumer

behavior.
Culture: It is the fundamental determinant of a persons wants and behavior .A
set of values that acquired by a person through surroundings environment. _i.e., from
the family, educational institutions, society etc..,
Sub culture: Each culture will contain smaller groups of sub culture that provide
more specific identification and socialization for its members.
These sub cultural divisions are certain socio cultural and demographic variables
like nationality, religion, geographic locality, caste , age, and sex etc.., each subculture
may have certain distinct tastes, preferences and even life styles.
Social class: It is divided in to three classes based on the income level and
standard of living i.e., Upper class , Middle class , Lower class. And again in that each
18

one divided into three classes. Social classes show distinct product and brand
preferences in purchase decisions related to clothing and jewellery, leisure activity and
automobiles.

Social Factors:
Reference group: A persons reference groups are those groups that have a direct
(face to face) or indirect influence on the persons attitudes or behavior. These group
comprise of people with whom the person interacts on continuous basis, such as family.
Friends , neighbors and colleagues (primary group). Sometimes a person may also be
directly influenced by some social organizations such as religious organizations,
professional association and trade unions.
Family: Family can exercise a strong influence on buyer

Category

In the purchase of product

Husband dominant
Wife dominant

Automobiles, T.V. Computer(P.C),Policies

Washing machines, Kitchen appliances,

Equal Participation

Home appliances
Housing, recreation

activities,

outside

entertainment
At the same time the dominance of family member varies for different sub decision
with in the product category.
Role & Status: A Person is a member of many groups-family, clubs, organization etc..,
and the persons position in each group can be defined in terms of role and status. So
the marketer must be aware of the status symbol, potential of product and brands.

Personal Factors:
Age and stage of life cycle: People choice of goods and services changes over their life
time . This change can be observed right from child hood to maturity especially in taste
and related to clothes, furniture and recreation activities.
Occupation and Economic Circumstances: A persons occupation has a direct effect on
his choice of goods and services. A clerk will purchase products which are economical

19

and not burn his pocket. Where as a top executive will purchase expensive goods and
services.
Product choice is greatly affected by economic circumstances: spendable
income, savings and assets, ability to borrow and attitude towards spending versus
saving. So the marketer has to do proper market analysis and research and produce,
price and promote their products and services, so as to motive people to purchase the
same.
Life style: People from the same sub culture, social class and occupation may lead
quite different life style A Persons life style refers to the persons pattern of living
expressed through his/her activities, interests and options
Personality and Self concept: Personality can be used to analyze consumer behavior
because marketers have seen that there exists a co-relation between the personality
are :self confidence. Dominance, aggressiveness, defensiveness, achievement etc..,
Self concept refers to the persons image of him/her will purchase goods or
services that match the self image.

Individual determinants:
Perception: Perception is the process of selecting, organizing and interpreting or
attaching meaning to events happening in environment
Perception is a mental process.
Perception is basically a cognitive or thinking process.
Perception being an intellectual and cognitive process.
Motivation: Motivation is the driving force within individuals that implies them to
action.
This driving force is produced by a state of tension, which exists as the result of an
unfulfilled need.
Learning: Consumer learning is the process by which individuals acquire the purchase
and consumption knowledge and experience they apply to future related behavior.
Learning may be intentional and incidental.

Intentional learning means that is acquired as the result of careful search for
information.

Incidental learning is where the individual does not make much effort in getting
the information.
20

Attitude: Attitude is a learned predisposition to behave in a consistency favorable

or unfavorable way with respect to a given object.
Attitudes are an expression of inner feelings-about a persons, product, brand,
service, store etc. That reflects whether a person is favorably or unfavorably
predisposed to the object. Attitude is not a tangible object and, therefore, is not
directly observable. It must be inferred from what people say about the object or
from the behavior of the consumer.
Personality: Personality as those inner psychological characteristics that both
determine and reflect how a person responds to his her environment.
Thus inner psychological characteristics such as attributes, trait factors and
mannerisms that constitute the personality of an individual and these factors
distinguish one individual from other.

Post Purchase Behavior

After purchasing the product, the customer will experience some level of
satisfaction or dissatisfaction. The marketer has to monitor continuously the post
purchase action of customer, which include the product usage level and
disposal mechanisms adopted by the customer.

21

CHAPTER III
COMPANY PROFILE

22

HISTORY OF TWO WHEELERS

INTRODUCTION:
The Indian two-wheeler sector is the largest in terms of volumes among
all the segments in the automobile industry. The segment can further be categorized into
three sub-segments-scooters, motorcycles and mopeds.
Lately, however, some products like scooters and step-thru have been
introduced in the market, which have features of more than one segment. Five players
mainly dominate the two-wheeler segment. All these companies have foreign
collaborations mainly with well-known Japanese firms. These ventures set up in the mid
80s suffered heavily due to a sharp depreciation in rupee till the early 90s. All these
payers are now well established with about 95% intergeneration. Bajaj Auto the local
player with low cost advantage dominates the sector. All the existing players have been
expanding capacities and widening their product base to include 4-stroke vehicles,
which conform to Euro environmental norms. Recently, Honda Corporation of Japan
announced its intentions to set up a 100% subsidiary to manufacture scooters and
motorcycles. India is one of the lowest cost production bases for two-wheelers.
In the last four to five years, the two-wheeler market has witnessed a
shift towards motorcycles at the expenses of scooters. With urban consumers aspiring to
possess the latest in terms of looks and technology, energy Efficient and sleeker looking
models have replaced the staid ones in the market. In the rural areas, consumers have
come to prefer sturdier bikes to withstand the bad road conditions. Motorcycles sales
now contribute 47.6% of two-wheeler sales, up from 41% in FY 1999.

23

EVOLUTION OF INDIAN TWO WHEELER INDUSTRIES

The two-wheeler industry (henceforth TWI) in India has been in
existence since 1955. It consists of three segments viz., scooters, motorcycles, and
mopeds. The increase in sales volume of this industry is proof of its high growth. In
1971, sales were around 0.1 million units per annum. But by 1998, this figure had risen
to 3 million units per annum. Similarly, capacities of production have also increased
from about 0.2 million units of annual capacity in the seventies to more than 4 million
units in the late nineties.
The TWI in India began operations within the framework of the
national industrial policy as espoused by the industrial policy Resolution of 1956. This
resolution divided the entire industrial sector into three groups, of which one contained
industries whose development was the exclusive responsibility of the state, another
included those industries in which both the state and the private sector could participate
and the last set of industries that could be developed exclusively under private initiative
with in the guidelines and objectives laid out by the five year plans (CMIE, 1990).
Private investment was canalized and regulated through the extensive use of licensing
giving the state comprehensive control over the direction and pattern of investment.
Entry of firms, capacity expansion, choice of product and capacity mix and technology,
were all effectively controlled by the state in a bid to prevent the concentration of
economic power. However due to lapses in the system, fresh policies were brought in at
the end of the sixties. These consisted of MRTP of 1969 and FERA of 1973, which were
aimed at regulating monopoly and foreign investment respectively.
Firms that came under the purview of these Acts were allowed to invest
only in a select set of industries. This set of controls on the economy in the seventies
caused several firms to.
24

Operate below the minimum scale of efficiency (MES).

Under-utilize capacity and.

Use outdated technology.

While operation below MES resulted from the fact that several incentives were
given to smaller firms, the capacity under-utilization was the result of
a. The capacity mix being determined independent of the market demand.
b. The policy of distributing imports based on capacity, causing firms to
expand beyond levels determined by demand so as to be eligible for more
imports.
Use of outdated technology resulted from the restrictions placed on
import of technology through the provisions of FERA. Recognition of the Delicious
effects of these policies led to the initiation
of reforms in 1975, which took on a more pronounced shape and acquire wider scope
under the new economic policy (NEP) in 1985.
The two-wheeler industry in India has to a great extent been shaped by
the evolution of the industrial policy of the country regulatory policies like FERA and
MRTP caused the growth of some segments in the industry like motorcycles to stagnate.
These were later able to grow (both in terms of overall sales volumes and number of
players) once foreign investments were allowed in 1981.
As part of these reforms, several groups of industry were delicensed and broad banding 5 were permitted in select industries. Controls over capacity
expansion were relaxed though the specification of the MES6 of production for several
industries. Foreign investment was allowed in select industries and norms under the
MRTP Act were relaxed.
The reforms in the eighties like broad handing caused the entry of
several new firms and products, which caused the existing technologically outdated

25

products to lose sales volume and or exit the market. Finally, with liberalization in the
nineties, the industry witnessed a proliferation in brands.
The reforms led to a rise in the trend rate of growth of real GDP from
3.7% in seventies to 5.4% in the eighties. However the major set of reforms came in
1991 in response. De-licensed industries meant that firms no longer required licenses
from the state to enter the industry or expand their plants. Broad banding meant that a
firm could manufacture products related to the ones they were currently making without
the need for a separate license.
This meant that expansion of capacity till the MES did not now require a license
to a series of macroeconomic crises that hit the Indian economy in 1990-1917. Several
industries were deregulated, the Indian rupee was devalued and made convertible on the
current account and tariffs replaced quantitative restrictions in the area of trade.
The initiation

of reforms led to a drop in the growth of real GDP

between 1990 1992, but this averaged at about 5.5% per annum after 1992. The decline
in GDP in the years after reforms was the outcome of devaluation and the concretionary
fiscal and monetary policies taken in 1991 to address the foreign exchange crisis. Thus
the industrial policy in
India moved from a position of regulation and tight control in the sixties and seventies,
to a more liberalized one in the eighties and nineties.
A description of the evolution of the two-wheeler industry in India is
usefully split up into four ten-year periods. This division traces significant changes in
economic policy making.

26

27

THE COMPANY SCAN

THE WINGS OF CHANGE
Honda is the worlds largest manufacturer of two-wheelers. Its symbol,
the wings, represents the companys unwavering dedication in achieving goals that are
unique and above international norms.
These wings have now arrived in India, as Honda motorcycle &scooter
India (Pvt.) Ltd. (HMSI), a wholly owned subsidiary of Honda motor company Ltd.,
Japan.
These wings are here to initiate a change and make a difference in the
two-wheeler industry. Hondas dream for India is to not only manufacture two-wheelers
of global quality; but also meet and exceed the expectations of Indian customers with
outstanding after sales support.
So, get ready to receive our technologically superior, efficient and
reasonably proceeds two-wheelers, with Honda tested technology, backed up with after
sales service of Hondas global standard.

ABOUT HONDA MOTORCYCLE & INDIA Pvt. Ltd

28

Honda Motorcycle & Scooter India (Pvt.) Ltd is a 100% subsidiary of Honda Motor
Co., Ltd., Japan.
Official Name

- Honda Motorcycle & scooter India (Pvt.) Ltd.

Established

- 20th August, 1999

Place

- Manesar, District Gurgaon, Haryana, India

Capital

- Rs.300 crore

Representative

- Mr. Yukihiro Aoshima, president & CEO

Factory Location
Production capacity

-Manesar dist. Gurgaon, Haryana, India.

- 7,50,000 units\year

THE FACTORY AT HONDA:

The HMSI factory is spread over 27 acres, with a covered area of about
35,000 sq. meters at Manesar, in gurgaon district of Haryana. The foundation stone for
the factory was laid on 14th December 1999.
The factory was completed in January 2001, in a record time of only 13
months. The initial installed capacity is 1, 00,000 scooters per year, which will be
doubled to 2, 00,000 in the coming 3 years. The total investment outlay for the initial
capacity is Rs.200 crores.
In-house facilities include gravity die-casting, steel and aluminum
machining, heat treatment, press and fabrication shop, paint shop and frame engine
assembly. The HMSI paint shop is among the most advanced in the world with
automated lines and a robotized paint booth. The first 4-stroke scooter will see the
market in the middle of this year. Subsequently, new models will be launched in
succession form the HMSI factory.

HONDA AND ENVIRONMENT:

HONDA is unrivalled in making a conscious effort to lower the emission
of every one of its vehicles, two and four-wheelers. It may sound an exaggeration but,
29

technically, each Honda vehicle on the road can contribute to the cleanliness of the air
around it. And can collectively change the air all over the world. For example, Honda
was the first one to develop two-wheelers that produce lower emissions and consume
lesser fuel by improving an engines combustion efficiency. Hondas 4-stroke engines
are known to be amongst the cleanest and deliver never before fuel economy.

THE TECHNOLOGY AT HONDA:

Man maximum, machine minimum- these four words sum up Hondas
design philosophy. Honda products are not just built for people, they are built around
people. We believe technology is a means to provide joy to the customers, and our
products are the ambassadors of this philosophy.
Their fundamental design philosophy seeks to maximize the space and
comfort for people, while minimizing the space required for mechanical components.
With this aim in mind, Hondas Research & Development activities include product
specific development and fundamental research on technologies of the future. Over the
years, Honda has gained prominence in the global community through ceaseless
technological innovations and a dedication to servicing the needs of society. Hondas
history has been a history of challenges; challenges encountered and overcome by
perseverance, ingenuity and pursuit of perfection.

30

PRODUCT PROFILE

31

Welcome to a preview of the Honda Activa, the first scooter model of HMSI
for the Indian market. The Honda Activa sets a new standard for a new era of scooters
in India. As the name aptly, suggests with its unique feature and sleek and sporty looks,
the youthfulness and enthusiasm. The Honda Activa has been developed exclusively for
the Indian market by closely examining the way scooters are used in the country and
applying the know-how accumulated through 15 years of doing business in India.
The Honda Activa is equipped with a number of new functions and
mechanism, introduced for the first time in India. It is designed to offer greater
functionality, performance, economy and ease of handling and maintenance to a wide
cross-section of the Indian society.
With the changing lifestyles, the customers needs from a two-wheeler
are also changing. The Honda Activa has been designed to cater to the people who
believe:
Compare to others scooters available in market; Honda Activa is sleek and more
maneuverable.
So if you wish to own a scooter which is easy to handle and can be
shared among family members, the Honda Activa is just right for you.
The Honda Activa is especially designed to meet the needs of new Indian
families. Powered by a 4-stroke engine, it has a steel body that enables full utilization of
the existing service infrastructure. It offers user-friendly utilities like a helmet box, a
flat footboard and ample ground clearance.

32

TECHNICAL SPECIFICATIONS

33

Engine

Type

4stroke,single cylinder, air

cooled,OHC

Electricals

Chassis

Suspension

Displacement

102cc

Maximum power

7 bhp@7000rpm

Maximum torque

0.8kg-m@5500 rpm

Transmission

V-matic

Ignition

Self & kick

Battery

12v, 5Ah

Headlamp

35W

Frame

High rigidity under bone type

Dimensions (lxbxh)

1765x715x1130mm

Wheel base

1235mm

Seat height

760mm

Ground clearance

145mm

Front

Bottom link with spring loaded

hydraulic damper

Rear

Unit swing with spring loaded

hydraulic damper

Tyre size

Brakes

Fuel tank
capacity

Front

3.50-10,4PR

Rear

3.50-10,4PR

Front

Drum, 130 mm dia

Rear

Drum, 130 mm dia

34
6 liters.

SWOT ANALYSIS
S Strength:
Its market potential.
Its market growth.
Its annual growth rate.
Its company image.
Introduction of new innovations to the market.
W Weakness:
Consumer dissatisfaction regarding the low mileage.
Heavy maintenance cost after 2 yrs of purchase.
O Opportunities:
Its brand image.
Its brand equity.
Introduction of new models.
Increasing demand for two wheelers in the open market.
T Threats:
Wide marketability of Scooty Pep from TVS Co., is a threat to Honda
Activa.
Stiff competition from other companies.
High cost of two wheelers from Honda when compared to TVS Co.,

35

CHAPTER-IV
DATA ANALYSIS AND
INTERPRETATION

36

1.

CATEGORY OF RESPONDENTS.

Category

No. of respondents

Percentage

Male

72

72

Female

28

28

Total

100

100

Observation:
The above analysis shows that more percentage of users of the Honda
Activa is males. Because of its smooth riding in the city or towns, it avoids using the
gear vehicles, which is difficult in the city or towns limits.

1
80%

72%

70%
60%
50%
40%

28%

30%
20%
10%
0%
Male

Female

37

2.

AGE GROUP OF RESPONDENTS.

Age -group

No. of respondents

Percentage

18-25

38

38

26-35

24

24

36-45

18

18

46 & above

20

20

Observation:
In the above analysis 38% belongs to the age group of 18-25, 24% of
belongs to age group of 26-35, 18% of belongs to age group of 36-45, and 20% of
belongs to the age group of 46&above.

40%
35%
30%
25%
20%
15%
10%
5%
0%

38%

24%
18%

18-25

26-35

36-45

38

20%

46&above

3.

OCCUPATION OF RESPONDENTS.

Occupation

No. of respondents

Percentage

Student

30

30

Business

56

56

Professional

06

06

Employed

04

04

Farmer

00

00

Others

04

04

Observation:
In the above analysis 30% of the respondents are students, 56%,
0f respondents are business people, 06% of the respondents are professional, 04% of
the respondents are employed people, 00% of respondents are farmers and 04% are
others.
Others

4%

Farmer
0%
Employed
Professional

4%
6%

Business

56%

Students
0%

4.

30%
10%

20%

30%

40%

50%

MONTHLY FAMILY INCOME OF RESPONDENTS.

39

60%

Monthly income

No. of respondents

percentage

Below 5,000

06

06

5,000-10,000

39

39

10,000-15,000

37

37

Above 15,000

18

18

Observation:
In the above analysis 39% of respondents monthly income is
between10000-15000, 37% of monthly income is between5000-10000, 18% of
respondents monthly income is above 15000 and 06% of respondents monthly
income is below rs.5000.

5.

RESPONDENTS AWARENESS LEVEL OF HONDA ACTIVA.

40

Awareness

No. of respondents

Percentage

Friends

54

54

News papers

04

04

Televisions

20

20

Magazines

04

04

Relatives
Others

14
04

14
04

Observation:
In the above analysis 54% of respondents come to know about it through
friends, 4% of respondents come to know about in news papers, 20% of respondents
come to know about in television, 4% of respondents come to know about in
magazines, 14% of respondents come to know about in relatives and 4% of respondents
come to know about in others.

60%

54%

50%
Friends

News papers

Televisions

Magazines

40%
30%

20%
14%

20%

Others

10%

4%

4%

0%
No. of respondents
41

4%

Relatives

6.

IFFERENT COLOURS OF HONDA ACTIVA

Colours

No. of respondents

Percentage

Maroon

14

14

Black

32

32

Gold

06

06

Blue

04

04

Silver

30

30

Red

10

10

Grey

04

04

Observation:
In the above analysis 32% of respondents are using black colour,
30% of respondents are using silver colour, 14% of respondents are using maroon
colour,l0% of respondents are using red colour, 6% of respondents are using gold
colour and 4% of respondents are using both grey and blue colour.

32%

Black

30%

Silver
14%

Maroon
10%

Red
6%

Gold
Blue

4%

Grey

4%

0%

5%

10%

15%
42

20%

25%

30%

35%

7.

INFLUENCE OF NEAR AND DEAR ON RESPONDENTS

Influenced

No. of respondents

Percentage

Yes

30

30

No

70

70

Total

100

100

Observation:
In the above analysis shows that 70% of people are not influenced by
any one and where as 30% of people are influenced by some one like brothers, sisters
etc..,

Influenced; 30%

Not influenced; 70%

43

8.

MODE OF PURCHASE BY RESPONDENTS

Purchase

No. of respondents

Percentage

Cash

80

80

Credit

20

20

Total

100

100

Observation:
In the above analysis 80% of respondents are going for cash purchase
where as small percentage i.e.., 20% of respondents are choosing credit basis.

Credit; 20%

Cash; 80%

44

9.

RDER OF PREFERENCE CONSIDERED AT THE TIME OF

PURCHASE
Order of

No. of

Features

preference

respondents

Percentage

1st

Pick-up

45

45

2nd

Style

35

35

3rd

Brand image

20

20

Observation:
In the above analysis most of the respondents given first preference to pick-up,
second preference for style and third for brand image, while purchasing Activa.

Brand image(3rd) 20%

Style(2nd) 35%

Pickup(1st) 45%

0%

50% 100% 150% 200% 250% 300% 350%

10. OPINION OF RESPONDENTS WITH REGARD TO PRICE

45

Opinion

No. of respondents

Percentage

More value for money

24

24

Less value for money

16

16

Value for money

60

60

Total

100

100

Observation:
In the above analysis 60%of respondents gave their opinion as value for
money, 24%of respondents gave their opinion as more value for money and 16% of
respondents gave their opinion as less value for money.

More value for money; 24%

More value for money

Value for money; 60%

Less value for money

Value for money

Less value for money; 16%

46

11. OPINION OF RESPONDENTS ON ATTRIBUTES OF PICKUP,

MILEAGE, STYLE/LOOKS, OVER ALL PERFORMANCE &
LIGHTING

Attribute

Excellent

Good

Satisfactory

Poor

Pickup

56

24

20

00

Mileage

04

26

28

42

Style/looks

24

56

18

02

14

44

40

02

12

66

22

00

Over all
performance

Lighting

Observation:
Attribute of pick up
In the above analysis 56% of respondents gave their opinion as excellent in the
attribute of pick up, 24% of respondents gave their opinion as good, 20% of
respondents gave their opinion as satisfactory and 0% of respondents gave their opinion
as poor.
Attribute of mileage

47

In the above analysis 04% of respondents gave their opinion as excellent in the
attribute of mileage, 26% of respondents gave their opinion as good, 28% of
respondents gave their opinion as satisfactory and 42% of respondents gave their
opinion as poor.
Attribute of Style/Looks
In the above analysis 24% of respondents gave their opinion as excellent in the
attribute of style/looks, 56% of respondents gave their opinion as good, 18% of
respondents gave their opinion as satisfactory and 02% of respondents gave their
opinion as poor.
Attribute of Overall performance
In the above analysis 14% of respondents gave their opinion as excellent in the
attribute of over all performance, 44% of respondents gave their opinion as good, 40%
of respondents gave their opinion as satisfactory and 02% as poor.
Attribute of Lighting
In the above analysis 66% of respondents gave their opinion as good in the
attribute of lighting, 22% of respondents gave their opinion as satisfactory, 12 %of
respondents gave their opinion as excellent and 00% of respondents gave their opinion
as poor

48

0%

2%
Poor

2%
42%

0%

22%

40%
18%

Satisfactory

28%

20%

66%

44%
56%

Good
26%

24%

12%

14%
24%

Excellent
4%

56%

49

Pickup
Mileage
Style/looks
Over all performance
Lighting

12.SATISFACTION LEVEL OF RESPONDENTS WITH REGARD

TO TECHNOLOGY

Satisfaction level

No. of respondents

Percentage

Satisfied

92

92

Not satisfied

08

08

Total

100

100

Observation:
In the above analysis 92% of respondents gave their opinion as satisfied
with the technology and 08% of respondents are not satisfied.
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Satisfied

Not satisfied

13. OPINION OF RESPONDENTS ON PERFORMANCE OF THE

SCOOTER ON MUD, METAL, SANDY, TAR & CEMENT ROADS
50

Roads

Excellent

Good

Satisfactory

Poor

Mud

10

24

26

40

Metal

10

36

30

24

Sandy

00

14

46

40

Tar

66

26

04

04

Cement

58

30

10

02

Observation:
Mud road:
In the above analysis 40% of respondents gave their opinion as poor on the
mud road, 26% of respondents gave their opinion as satisfactory, 24% of respondents
gave their opinion as good and 10% as excellent.
Metal road:
In the above analysis 36% of respondents gave their opinion as good on the
metal road, 30% of respondents gave their opinion as satisfactory, 24% of respondents
gave their opinion as poor and 10% as excellent.
Sandy road:
In the above analysis 46% of respondents gave their opinion as satisfactory on
the sandy road, 40% of respondents gave their opinion as poor, 14% of respondents
gave their opinion as good and 00% as excellent.

Tar road:

51

In the above analysis 66% of respondents gave their opinion as excellent on

the tar road, 26% of respondents gave their opinion as good, 04% of respondents gave
their opinion as poor and satisfactory .
Cement road:
In the above analysis 58% of respondents gave their opinion as excellent on
the cement road, 30% of respondents gave their opinion as good, 10% of respondents
gave their opinion as satisfactory and 02% as poor.

Poor

Satisfactory

40%

26%

24%

40%

30%

46%

4%
2%

4%10%

Cement
Tar
Sandy
Metal
Mud
Good

24%

36%

Excellent 10%10%

0%

20%

14%

26%

30%

66%

40%

60%

58%

80%

52

100%

120%

140%

160%

14. PERCENTAGE OF RESPONDENTS HAVING MECHANICAL

PROBLEM WITH HONDA ACTIVA.

Problems

No. of
Respondents

Percentage

Having problem

20

20

Not having problem

80

80

Total

100

100

Observation:

53

In the above analysis 80% of respondents are not having problem

in Honda Activa, and 20% of respondents as having the problem in Honda Activa.

80%

80%
70%
60%
50%
40%
30%

20%

20%
10%
0%

Having problem

Not having problem

15.ATEGORY OF VEHICLE OWNED BEFORE PURCHASE OF

ACTIVA

Vehicle

No. of Respondents

Percentage

Cycle to H.A

08

08

Moped to H.A

26

26

54

Bikes to H.A

12

12

Scooter to H.A

40

40

None

14

14

Observation:
In the above analysis 40% of respondents shifted from scooters to
H.A, 26%of respondents shifted from moped to H.A, 14% of respondents shifted
directly to H.A, 12% of respondents shifted from bikes to H.A and 08% of respondents
shifted from cycle to H.A.

Scotter to H.A

40%

Moped to H.A

26%

None

14%

Bikes to H.A

Cycle to H.A

12%

8%

16. OVER ALL EXPERIENCE OF RESPONDENTS TOWARDS

ACTIVA

Level of satisfaction

No. of Respondents

Percentage

Highly satisfied

14

14

Satisfactory

78

78

55

Not satisfied

08

08

Not at all satisfied

00

00

Total

100

100

Observation:
In the above analysis 78% of respondents are satisfied with H.A., 14% of
respondents are highly satisfied and 08% of respondents are not satisfied.

Not at all satisfied0%

Not satisfied8%

Satisfactory 78%

Highly satisfied14% 1

0%

200%

400%

600%

800%

1000%

1200%

1400%

OPINION OF CUSTOMERS:
1.

Less mileage.

2.

Ladies / aged persons feel fear to ride the vehicle due to its heavy weight.

3.

Horn sound quality is not good.

4.

Make self ignition start proper.

56

5.

Make engine sound bit sharp.

6.

Engine repair is more after just 2 or 3 services.

7.

Starting trouble.

8.

Head light power is not sufficient.

9.

Brake adjustment is a routine one.

10.

Suspension is less.

11.

Road grip is less.

12.

Height of the vehicle is high.

13.

Necessary extra fittings are costly.

14.

Price of the HONDA ACTIVA is high.

15.

Maintenance cost is too much after 2 3 years from the date of vehicle purchase.

16.

Clutch lining is not proper.

57

CHAPTER-V
FINDINGS, SUGGETIONS AND
CONCLUSION

FINDINGS:
1. Majority of buyers of Honda Activa are in the group of 18-25 years.
2. Majority of consumers opinion about Honda Activa is value for money 60%.
3. The main customers fall on the income level of Rs. 5000-10,000
4. Majority of consumers came to know about Honda Activa through friends.
58

5. The Majority of consumers are satisfied with the technology 92% & 8% is not
satisfied with the technology.
6. Consumers buy Honda Activa because of pick up 45%, style 35% &brand image
20%.
7. The majority of consumers are satisfied with the current price.
8. 20% of respondents having problem in their Honda Activa.
9. 80% of respondents not having problem in their Honda Activa.
10. Consumers are facing problem with Honda Activa (mileage problem).

SUGGESTIONS
More colours should be introduced in the market.
Important in mileage is very much necessary in order to increase its sales
automatically.
Headlight intensity should be increased.

59

 New / advanced techniques should be implemented in order to decrease the

repairs.
Suspensions should be improved.
Road grip should be improved.
Mileage should be improved.
Price should be less.
More advertisement is required.
Stoke observer near front wheel should be improved.
The overall weight and height of the vehicle should be reduced.
Kicker should be improved.
Try to add some more features to face the stiff competition.
Much more stylish and colours should be released.

CONCLUSIONS
1) Honda Activas special distinguishing feature should always be highlighted.
Increased customer awareness and knowledge about the same would definitely

60

boost Honda Activas sales. Because there are many customers who are very
particular about that.
2) As there is tight competition due to the entry of new brands, sale of Honda Activa
is drastically coming down. Hence Honda should train its personnel especially in
marketing field and higher regard should be given the customers to improve the
sales.
3) Honda Activa has been considered as the second most important brand choice
next only to kinetic. Thus, catering to customer requirements in terms of mileage,
quality, style and more important price can further strengthen this brand recall of
Honda Activa.
4) Style, price, mileage, quality of the products have been rated as the important
product related influencing factors.
5) Advertisements have been ranked as an important influencing factor; hence
communication strategy must be targeted towards the customers. Advertisements
should always highlight satisfied Honda Activa customers.
6) After sales service, has also been ranked as an important factor influencing the
purchase decision. Hence, more service stations to be opened to meet the
customers complaints.
7) Honda Activa is perceived to be little expensive in comparison to other brands.
Hence Honda should explore the possibility of launching economy priced models
to cater to the large proportion of the market that is loses out on account of price.
Today competitors are the kings in the market. Company should try to
satisfy customer by giving good products to them. Always companies should try to
use different strategies to satisfy the customer.
If all this is taken care of, the new millennium will see Honda Activa
Limited as a top sealing company. I wish them all the best.

QUESTIONNAIRE
Respected sir/madam,
61

I am doing my M.B.A in R.K.L.K P.G COLLEGE affiliated to

JNT University at HYDERABAD. As a part of our academic curriculum I am doing
a survey on SALES AND ADVERTISING TOWARDS HONDA ACTIVA. I would
be grateful if you furnish the following details.
Name:
Age:

Gender:

Address:
Occupation:
Student

Business

Employed
Farmer

professional
Others specify

Family monthly Income:

Below Rs. 5000

5000 to 10,000

10,000 to 15,000

Above 15,000

1. How did you come to know about Honda Activa?

a) Friends
c) Television

b) News papers
d) Magazines
62

e) Relatives

f) Others Specify.

2. Which colour Honda Activa do you own?

a) Maroon

b) Black

c) Gold

d) Blue

e) Silver

f) Red

g) Grey

3. Did some one influence you to buy Honda Activa?

a) Yes

b) No

If yes, who (relationship) .

4. How did you purchase?
a) Credit

b) Cash

5. What made you to buy Honda Activa?

Give your order of preference 1st, 2nd, 3rd.
a) Brand Image

b) Durability

c) Fuel Efficiency

d) Low maintenance

e) Pick-Up

f) After sales Services

g) Resale value

h) Style

6. What is your opinion about Honda Activa, with regard to price?

More value for money
Less value for money
63

Value for money

7. What do you think about Honda Activa in terms of
Excellent

Good

Satisfactory

Poor

Pick Up
Mileage
Style/ looks
Overall
Performance
Lighting
8. Are you satisfied with the technology of Honda Activa?
a) Yes

b) No

If no, express why: .

9. How does your Activa perform on following roads?
Excellent

Good

Satisfactory

Poor

Mud
Metal
Sandy
Tar
Cement

10. Did you get any mechanical problem in your vehicle?

a) Yes

b) No

If yes, state: ..
11. Which vehicle you had before purchasing Activa?

64

12. What is your overall experience with Honda Activa?

a) Highly satisfied

b) Satisfactory

c) Not satisfied

d) Not at all satisfied

13. Do you have any suggestions for the improvement of Activa?

Signature of the Respondent.

BIBLIOGRAPHY

1. CONSUMER BEHAVIOUR

65

Leon shipman

2. MARKETING MANAGEMENT

3. MARKETING MANAGEMENT
Website

Philip kotler
-

Sontaki

www.Honda2wheelersindia.com

66