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Submitted By
Kritika Yadav
Session 2018-2019
School of Management
Lucknow
DECLARATION
I hereby declare that this Project Report entitled “A Study on Consumer’s Perception
towards Honda Activa 4G in Lucknow City” in the partial fulfillment of the requirement
based on primary & secondary data collected by me from various departments, books,
It is my own work to the best of my knowledge & contains no material written by any
other person.
Kritika Yadav
i
ACKNOWLEDGEMENT
I would like to express my gratitude to all those who gave me the possibility to
complete this field work. I would like to thank my college authorities and I am
particularly appreciative to Ms. Richa Mishra who gave her time to assist with my
requests for information, as well as for her guidance and valuable assistance from
the offset of this field work. Her insights and remarks were of great value.
Especially, I would like to give my special thanks to my parents, their love and
Kritika Yadav
ii
PREFACE
Field study work is a part of management studies which is very important for each and
every management student. The purpose of the field work is to enhance the knowledge and
skills of the student and generate scope for the implementation of his/her acquired skills
and knowledge during his/her BBA course. It also helps to acclimatize the student with the
organization and the industry in which this organization exists. The objective of the
summer training is to see how an organization works and gain knowledge of the
happenings in the business world. Management trainees are trained to manage the matters
This study has helped us a lot in sharpening our knowledge and has also made us aware
about the happenings of the business world. This learning experience has increased our
iii
TABLE OF CONTENT
1 Introduction 1
2 Company profile 3
4 Research Methodology 6
6 Findings 24
7 Suggestions/Recommendations 25
8 Conclusion 26
9 Limitations 27
Bibliography 28
Appendix 29
iv
INTRODUCTION
The Honda Activa was launched in India in 2000, since then it has changed the way
fourth-generation Activa with new features such as Auto Headlamp On (AHO) and
two new colours: Silver and Grey and the Activa’s engine is now BS-IV compliant.
The design of the new Honda Activa resembles its previous generation. The styling
of the Activa is simple and designed to appeal to the masses. The Activa features
handlebar-mounted headlamp flanked by the turn indicators. The front apron along
The rear profile of the Honda Activa features an attractive taillamp blending well
with the rear unit. The 4G badge is displayed prominently on the rear body panel.
1
The Honda Activa features analog unit which houses the speedometer, odometer,
cooled petrol engine, which is now a BS-IV compliant. The engine produces 8bhp
The engine performance of the Honda Activa is refined and linear; the scooter
performs well while overtaking slower vehicles in the city. The Activa offers stiffer
2
COMPANY PROFILE
Honda Motorcycle & Scooter India, Private Limited
Industry Automotive
Founded 1999
Website HMSI
Honda is the world’s largest manufacturer of two Wheelers , Recognized the world
over as the symbol of Honda two wheelers , the ‘Wings’ arrived in India as Honda
Motorcycle and Scooter India Pvt. Ltd. (HMSI ), a 100% subsidiary of Honda
Motor Company Ltd., Japan ,in 1999. Since its establishment in 1999 at Manesar,
District Gurgaon, Haryana, Honda has lived up to its reputation of offering the
highest quality at the most reasonable price. Despite being one of the youngest
players in the Indian two-wheelers market, Honda has become the largest two
Honda is also the fastest growing company in country today. With a host of
facilities under its wings, the first factory of HMSI is spread over 52 acres
including a covered area of about 100,000 sq. meters in Manesar, District Gurgaon,
3
Haryana with an annual capacity of 1.65 million units. To meet the ever increasing
demands of the products, Honda has started operations of its second plant in
production capacity has jumped 30% year on year to 2.8 million per annum in FY
12- 13.
refined at Manesar & Tapukara plants as starting point, the 3rd plant is employed
On February 17 2016, Honda enograted the “World’s largest only scooter plant" at
Vithalapur Gujarat with annual capacity of 1.2 million units. The new plant will
4
OBJECTIVES OF THIS STUDY
Lucknow.
2. To find out the various factors that determines the choice of consumers
5
RESEARCH METHODOLOGY
Marketing Research is the function that links the customer, consumer, and public to
as a process.
The study of research methods provides manager knowledge and skill needed to
are
study the various steps that all generally adopted by a researcher in studying his
The scope of research methodology is wider than that of research method. Thus
when we talk of research methodology we not only talk of research methods but
6
also consider the logic behind the method we use in the context of our research
way. The three main ways to collect this information are: Observational, defined as
a method of viewing and recording the participants. Case study, defined as an in-
effort was made to select respondents evenly. The survey was carried out on 100
respondents.
SAMPLE UNIT: In this project sampling unit consisted of the customers of Honda
Motors, Lucknow.
SAMPLING FRAME: It consisted of various sources from where information about the
respondent is extracted. Mainly personal links and Customers of Honda Motors, Lucknow
DATA COLLECTION SOURCE: Two methods have been used to collect the
relevant data, which are essential for the study, they are:
7
Primary Data: data is collected to obtain desired information through structured
questionnaire.
internet etc…
collect the data and data will be analyzed with the help of percentage table,
8
Project Research Type Descriptive Research
9
DATA ANALYSIS & INTERPRETATION
Table 1:
Age No of respondents
18-25 39
25-32 18
32-39 11
39 & above 32
Observation
10
Graph 1: Age Group of the Respondents
39
40
35 32
30
25 18-25
20 18 25-32
32-39
15
11 39 & above
10
5
0
a b c d
Table 2:
Male 76
Female 24
Observation
Sex is also an important consideration for the marketers so as to know
which of the sex prefer to buy their products. The above study shows
that out of the surveyed 100 respondents of Honda Activa 4G 76% of
the users were male and the rest 24% of them were female. This
reveals that male users are more in number but there are also females
who too use Activa.
11
Graph 2:
80 76
70
60
50
male
40
female
30 24
20
10
0
a b
Table 3:
Student 34
Service 21
12
Business 6
Professional 39
Observation
Occupation is very important factor or consideration in purchasing a two wheeler. People
prefer to buy a two wheeler for the sake of their status and the kind of work they do. Out
of the surveyed 100 respondents, 6 % or 6 respondents were doing business; 39 % or 39
respondents were doing professional; 21 % or 21 respondents were doing service; and 34
% or 34 respondents were student.
Graph 3:
39
40
34
35
30
student
25 21
service
20
business
15
professional
10 6
5
0
a b c d
Table 4:
13
Monthly Income of the Respondents
Monthly Income No of respondents
5000-10,000 7
10,000-15,000 47
15,000-20,000 19
Observation
Income is the important consideration in the purchase of a two
wheeler. Depending on his income the person will go for the type of
two wheeler, which he can afford for. Out the surveyed 100
respondents; 7 % or 7 respondents belong to 5000-10,000; 47 % or 47
respondents belong to 10,000-15,000; 19 % or 19 respondents belong
to 15,000-20,000; and rest 7 % or 7 respondents belong to 20,000 and
Above.
Graph 4:
14
50 47
45
40
35
30 27 5000-10,000
25 10,000-15,000
19 15,000-20,000
20
15 20,000& above
10 7
5
0
a b c d
Table 5:
Self owned 99
Company owned 1
Company leased 0
Observation
The study shows that out of the 100 surveyed respondents 99% of
them owning Activa were self-owned, 1% was company owned and
none of them were using company leased.
15
Graph 5:
99
100
90
80
70
60
self owned
50
company owned
40
company leased
30
20
10 1 0
0
a b c
Table 6:
Recommendation No of respondents
Yes 87
No 13
16
Observation
The above study reveals that the 87% of the respondents would like to
recommend Honda Activa 4G to others, such as their friends and
relatives. And 13% of the respondents told that they would not
recommend Activa, as they would get a bike for the same cost.
Graph 6:
90 87
80
70
60
50 yes
40 no
30
20 13
10
0
a b
17
Table 7:
Ratings No of respondents
Excellent 48
Good 26
Average 16
Poor 10
Observation
The study shows that the respondents ratings for Ride & Handling.
48% of them told that it was excellent, 26% told that it was good, 16%
told that it was average and 10% of them told that it was poor.
Graph 7:
18
Ratings for Ride, Handling
50 48
45
40
35
30 excellent
26
25 good
20 average
16
15 poor
10
10
5
0
a b c d
Table 8:
Ratings No of respondents
Excellent 52
Good 24
Average 23
19
Poor 1
Observation
The study shows that the respondents ratings for Comfort. 52% of
them told that it was excellent, 24% told that it was good, 23% told
that it was average and 1% of them told that it was poor.
60
52
50
40
excellent
30 good
24 23 average
20 poor
10
1
0
a b c d
Table 9:
20
Ratings for Road Grip
Ratings No of respondents
Excellent 17
Good 21
Average 37
Poor 25
Observation
The study shows that the respondents ratings for Road Grip. 17% of
them told that it was excellent, 21% told that it was good, 37% told
that it was average and 25% of them told that it was poor.
21
40 37
35
30
25
25 excellent
21
20 good
17
average
15
poor
10
0
a b c d
Table 10:
Ratings No of respondents
Excellent 47
Good 15
Average 31
Poor 7
22
Observation
The study shows that the respondents ratings for Engine Performance.
47% of them told that it was excellent, 15% told that it was good, 31%
told that it was average and 7% of them told that it was poor.
50 47
45
40
35 31
30 excellent
25 good
20 average
15
15 poor
10 7
5
0
a b c d
23
FINDINGS
Honda Pvt. Ltd. Occupy prime position with 52% of sample size recommending
27% of the sample size told that the service given by the Honda was excellent.
All the customers say that they prefer to service their vehicles at the authorized
33% of the customers told that they would purchase another Honda Activa 4G
29% of the customers say that they purchased Activa for its travelling comfort.
Indian market is full of middle class customers and most of the customers
The customers got aware of Honda Activa 4G largely through magazines and
newspapers.
34% of the customers were students and 39% of them were professionals.
76% of the customers were male and 24% of them were female.
24
SUGGESTIONS
Sales executives should constantly review the present, the past and the
future objectives and there by evaluate their performance.
25
CONCLUSION
26
Limitations of the study
It was not possible to cover each and every area due to time constrains.
the questionnaire.
27
BIBILIOGRAPHY
Books:
Internet
https://www.bikes4sale.in/new-bike-showrooms/dealer/tvs/uttar-
pradesh/Lucknow/4960/sardar-tvs
http://compare.pricesofindia.com/dealers/tvs/uttar-pradesh/Lucknow
http://dealer.tvsmotor.com/find/Lucknow/Uttar%20Pradesh#
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QUESTIONNAIRE
Name:
Age:
Gender:
Address: ---------------------------------------------------------
Phone No:
Email ID:
Service Professional
SPECIFIC INFROMATION
Self owned
Company owned
Company leased
o 18-25
o 25-32
o 32-39
o 39 & above
3. sex of the respondents
o Male
o Female
29
4. If you were to recommend a scooter would you
Yes No
Ride, Handling
Comfort
Road grip
Mileage
Design
Engine performance
Speed
Braking
Pick-up
Dealers Name:
Advertisement Others
30
8. Where do you usually go for service?
Private shop
future?
Yes No
31
Average
Poor
15. Ratings for engine performance
Excellent
Good
Average
Poor
32