“BRAND PREFERENCE OF CONSUMER TOWARDS HONDA WITH RESPECT TO TWO-WHEELER BIKES”

MBA PROGRAM SOLAPUR UNIVERSITY, SOLAPUR
SVERI’s C.O.E, MBA DEPARTMENT PANDHARPUR (2015-16) Page 1
INTRODUCTION
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 (Dhanashri Honda). In this study I have selected a sample size of sixty. I
conducted the survey by questionnaire method in mangalwedha area with convenience sampling
method. I found out that most respondents prefer the branded bikes.

Objectives
 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.
Scope
 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
Limitation
 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.

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 Dhanashri 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
Sampling design
Sample design is the specific plan of collecting the data from the preset target people
Sampling unit:
The sampling units for my project are the owners of Honda bikes.
Sample size:
The sample size is sixty Respondents.
Sampling technique:
Convenience Sampling:
I conducted interviews based on the convenience sampling.

2.1INTRODUCTION 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.
MarketShare of Honda in India:

INFORMATION OF SHOWROOM:
Name of showroom:- Dhanashri Honda
Address
Solapur Road, Borale naka, Mangalwedha Maharashtra -
413305
Phone
02188-221977,9028987977
Number of dealer in Mangalwedha:-1
Establishment:-2005
Founder: - Satish Dattu
Sales of product: - 50 in month (average)
Sale in year:-600 in year
Workers:-17
Area of showroom:-2000sq.fute.
Objectives: - our trustful service and well relationship Dhanashri to customer
Mission: - satisfaction of our customer
Vision:-hard work and smart work Dhanashri means trust.

2.2 HONDA COMPANYBRIEF 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 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.

Objective
 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 MotorIndia 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.

Board of Director
2.4Organizational structure
Executive committee
Corporate governance
secretaries
Risk
managment
Code of conduct
Director level
policy
Audit committee
Complianc
e
Corporate ethics Internal audit
Marketing
Finance
After sales
Logistics
Production
Manufacturing
EDP
Hr & admin
Divisional or
functional level
policy
Front division for
corporate
governance
President/CEO
Individual code
conduct
Individual level
associate

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,

while you may be loyal to your Honda Accord, but when it comes to motorcycles, you might
believe that a Harley leaves a Honda motorcycle in the dust.
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 setyou 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 represents you and your promise to your customer.
It is important to remember that your brand represents you you are the brand, your staff is the
brand, your marketing materials are the brand. What do they say about you, and what do they say
about what you’re going to deliver (promise) to the customer?
Your brand helps you create clarityand 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 connectwith 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.
SocialAcceptance
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.
PersonalImage
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.

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
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.
0
20
40
60
80
100
120
Below 20
years
21 to 30
years
31 to 40
years
Above 40 total
Number of customer
Percentage (%)

Table No.1 A) Gender
Gender Number of customer Percentage (%)
Male 52 86.67
Female 08 13.33
Total 60 100
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.
0
20
40
60
80
100
120
Male Female Total
Gender Number of
customer
Gender Percentage (%)

Table No.1. B) Marital status
Marital status Number of customer Percentage (%)
Married 41 68.33
Unmarried 19 31. 67
Total 60 100
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.
0
20
40
60
80
100
120
married unmarried Total
Number of customer
Percentage (%)

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
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%.
0
10
20
30
40
50
60
70
80
90
100
Number of customer
Percentage (%)

Table no 1. D) Occupational status
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.
0
20
40
60
80
100
120
student housewifeemployedbusiness total
Number of customer
Percentage (%)
Occupational status Number of customer Percentage (%)
Student 11 18.33
Service 12 20
Self employed 15 25
Business 22 36.67
Total 60 100

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
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.
0
20
40
60
80
100
120
Up to 5000 5000 to
10000
10000 to
20000
Above
20000
total
Number of customer
Percentage (%)

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
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.
0
20
40
60
80
100
120
Up to 2 2 to 4 4 to 6 Above 6 total
Number of customer
Percentage (%)

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
Interpretation
The above table and graph shows that 60% customers said yes to buying branded
products only, 15% said no, 25% said sometimes .
0
20
40
60
80
100
120
yes No Some times total
Number of customer
Percentage (%)

Table no 3) Are you prize sensitive customer
Price sensitive customer Number of customer Percentage (%)
Yes 36 60
No 24 40
Total 60 100
Interpretation
The above table and graph shows that 60% are price sensitive customer and 40%
are not.
0
20
40
60
80
100
120
Yes No Total
Number of customer
Percentage (%)

Table no4) Are you a loyal customer for the product you buy?
Loyal customers Number of customer Percentage (%)
Yes always stick to the same
product
17 28.33
Never I keep experimenting
with new product
19 31.67
Only for quality product 24 40
Total 60 100
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%.
0
20
40
60
80
100
120
Number of customer
Percentage (%)

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
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.
0
20
40
60
80
100
120
Yes No mostly total
Number of customer
Percentage (%)

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
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.
0
20
40
60
80
100
120
Yes No Some times Total
Number of customer
Percentage (%)

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
Interpretation
The above table and graph shows that faith on brands of 73.33 % customer view
is yes, 26.67% customer view is no .
0
20
40
60
80
100
120
Yes No total
Number of customer
Percentage (%)

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
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.
0
20
40
60
80
100
120
Excellent Good Average Poor total
Number of customer
Percentage (%)

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
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%.
0
20
40
60
80
100
120
Shine Dream
yoga
Activa Cb
unicorn
Total
Number of customer
Percentage (%)

Table no 10) Experience with Honda bike
Experience ofHonda Number of customer Percentage (%)
Worse 05 8.33
Average 10 16.67
Excellent 19 31.67
Good 26 43.33
Total 60 100
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.
0
20
40
60
80
100
120
Worse Average Excellent Good total
Number of customer
Percentage (%)

Table no 11) Feature you most preferred in Honda bikes
Feature ofHonda Number of
customer
Percentage (%)
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
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%.
0
20
40
60
80
100
120
Broad
Narrow
Total
Kickstart
Buttonstart
Total
Diskbreak
Normalbreak
Total
Tyre Ignition Breaks
Number of customer
Percentage (%)

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
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.
0
20
40
60
80
100
120
Status
symbol
Utility
vehicle
Long
journey
vehicle
Style total
Number of customer
Percentage (%)

Table no13) Why did you purchase Honda bike
Purpose ofpurchase Number of customer Percentage (%)
Quality 26 43.33
Price 07 11.67
Mileage 16 26.67
Design 11 18.33
Total 60 100
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.
0
20
40
60
80
100
120
Quality Prize Mileage Design total
Number of customer
Percentage (%)

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
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.
0
20
40
60
80
100
120
Yes No Total
Number of customer
Percentage (%)

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
Interpretation
The above table and graph shows opinion about the after sales services of dealer,
13.33% said exellent, 15% very good, 50% good, & 21.67% average.
0
20
40
60
80
100
120
Excellent Very good Good Average total
Number of customer
Percentage (%)

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
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.
0
20
40
60
80
100
120
All of
them
Most of
them
Some of
them
none total
Number of customer
Percentage (%)

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
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.
0
20
40
60
80
100
120
Number of customer
Percentage (%)

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 71.67% consumer agreed that the vehicle was ready for collection agreed
time & 28.33% did not find so.
15) 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.
16) 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
17) 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:
Age: - 51.66% customers are in the age group of 31-40years have use Honda bike.
Gender: - 86.67% customers are male have use Honda bike.
Marital status:-61.33% customers are married have use Honda bike.
Educational details:-:-58.33% customers are Primary school level have use Honda bike.
Occupation:- 36.67% customers are business man have use Honda bike.
Income- 38.33%customers are above 2000.
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

Appendix
Dear Sir A.D.Shaikh, III semester M.B.A, student of SVERI COLLEGE OF
ENGINEERING PANDHARPUR, doing my project work entitled “Brand preference
consumer with respect to two wheeler bike “So I request you to give me your valuable
feedback on questionnaire. The information will be kept confidential and used for
academic purpose only. THANKING YOU, A.D.Shaikh
Bibliography
List of reference
Marketing management Phillip Kotler, (13th edition)
Websites : -www.honda.com
:-www.wikipedia.com
:-www.brand.com
:-www.2whellar.com

“BRAND PREFERENCE OF CONSUMER TOWARDS HONDA WITH RESPECT TO TWO-WHEELER BIKES”

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