CCATBCM084 -THEJASS.pdf - Christ College, Irinjalakuda

“A STUDY ON BRAND PREFERENCE AND BUYING

BEHAVIOUR OF COLLEGE STUDENTS TOWARDS

HONDA ACTIVA”

Project Report submitted to

CHRIST COLLEGE (AUTONOMOUS), IRINJALAKUDA

In partial fulfillment of the requirement for the award of the degree of

BACHELOR OF COMMERCE

Submitted by

THEJASS

(CCATBCM084)

Under the guidance of

Ms.Mary Soniya Jacobi

DEPARTMENT OF COMMERCE


UNIVERSITY OF CALICUT

MARCH 2022


CALICUT UNIVERSITY

DEPARTMENT OF COMMERCE

CERTIFICATE

This is to certify that the project report entitled “A STUDY ON BRAND

PREFERENCE AND BUYING BEHAVIOUR OF COLLEGE STUDENTS TOWARDS

HONDA ACTIVA” is a bonafide record of project done by THEJASS, Reg. No.

CCATBCM084, under my guidance and supervision in partial fulfillment of the

requirement for the award of the degree of BACHELOR OF COMMERCE and it

has not previously formed the basis for any Degree, Diploma and

Associateship or Fellowship.

Prof.K.J.JOSEPH Ms.Mary Soniya Jacobi

Co-ordinator Project Guide

DECLARATION

I, THEJASS, hereby declare that the project work entitled “A STUDY

ON BRAND PREFERENCE AND BUYING BEHAVIOUR OF COLLEGE

STUDENTS TOWARDS HONDA ACTIVA” is a record of independent and

bonafide project work carried out by me under the supervision and guidance

of Mrs.Mary Soniya Jacobi,Department of Commerce, Christ College,

Irinjalakuda.

The information and data given in the report is authentic to the best of my

knowledge. The report has not been previously submitted for the award of any

Degree, Diploma, Associateship or other similar title of any other university or

institute.

Place: Irinjalakuda THEJASS Date:

CCATBCM084

ACKNOWLEDGEMENT

I would like to take the opportunity to express my sincere gratitude to all

people who have helped me with sound advice and able guidance.

Above all, I express my eternal gratitude to the Lord Almighty under whose

divine guidance; I have been able to complete this work successfully.

I would like to express my sincere obligation to Rev.Dr. Jolly Andrews,

Principal-in-Charge, Christ college Irinjalakuda for providing various facilities.

I am thankful to Prof. K.J.Joseph, Co-ordinator of B.Com (Finance), for

providing proper help and encouragement in the preparation of this report.

I am thankful to Ms. Siji C.L, Class teacher for her cordial support, valuable

information and guidance, which helped me in completing this task through

various stages.

I express my sincere gratitude to Ms.Mary Soniya Jacobi, Professor, whose

guidance and support throughout the training period helped me to complete this

work successfully.

I would like to express my gratitude to all the faculties of the Department for

their interest and cooperation in this regard.

I extend my hearty gratitude to the librarian and other library staffs of my

college for their wholehearted cooperation.

I express my sincere thanks to my friends and family for their support in

completing this report successfully.

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1.1 INTRODUCTION

Consumer behavior is defined as – The decision process and physical activity

individuals engaged in when evaluating, acquiring, using or disposing of goods and

services. Consumer behavior has changed dramatically in the past decade. Today,

consumer can order online many customized products ranging. A very important

objective of the project study is to know Buyer Behavior in selection of two-wheeler.

Thus the project study focuses as how the buyer selects particular brands of the two-

wheeler and the forces which had influenced him in selection of the product.

Honda is the world’s largest manufacturer of two-wheelers. Its symbol, the wings,

represents the company’s unwavering dedication in achieving goals that are unique

and above all confirming to international norms. These wings are now in India as

Honda Motorcycle and scooter India Pvt-Ltd , a wholly owned subsidiary of Honda

Motor company Ltd, Japan. These wings are here to initiate a change and make a

difference in the Indian two-wheeler industry. Honda’s dream for India is not only for

manufacture two-wheelers of global quality, but also meet and exceed the expectation

of Indian customers with outstanding after sales support.

Honda is the 6th largest automobile manufacture in the world as well as the largest

engine maker in the world ,producing more than 14million internal combustion

engines each year. As of August 2008,Honda surpassed Chrysler as the 4th largest

automobile manufacture in the united states. Currently, Honda is the second largest

manufacturer in Japan behind Toyota and Ahead of Nissan.

The prosperity of every business unit depends upon the efficiency of marketing.

Marketing occupies an important position in the organization of the business unit.

The automobile industry designs, develops, manufactures , markets, and sells motor

vehicles and is one of the worlds most important economic sector. This study will be

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useful for the organization to understand the reasons for the preference of the Honda.

High satisfaction delights and creates and emotional feeling with the brand.

As a results, one can have high customer loyality. This study has been conducted to

know the consumers preference towards Honda two-wheelers with special reference to

thrissur corporation.

1.2 STATEMENT OF THE PROBLEM

The Indian two-wheeler market is facing a tough competition with the entry of many

companies. All the companies are constantly engaged in gaining the attention of

consumers by introducing novelty in the existing vehicles changing the design and

models. Sometimes they introduce new two-wheeler models with varied price

structure to suit the different class of income groups. Today's consumer preference are

too competitive. For maximizing the profit and widening the market share the

companies use various efforts for attaining their objectives. There also exist strong

consumer advocacy movements all over the world.

1.3 SIGNIFICANCE OF THE STUDY

The study aims to investigate the factors which mainly affect the overall satisfaction

level of customers using Honda Activa, and also to study the various factors

influencing the purchase decision of Honda Activa.

1.4 SCOPE OF THE STUDY

7

The study focuses on customer satisfaction towards the Honda Activa two-wheeler

and it includes to study the customers awareness towards the product, to know the

reason for becoming an Activa customer, to find the effectiveness of services provided

by the dealers, the problems faced by the customer if any at Honda activa and to go

give the suitable suggestions.

1.5 OBJECTIVES OF THE STUDY

The objectives of the study are given below.

To access the overall satisfaction level of the customers using Honda Activa.

To know the consumer opinion towards the quality, price, and durability of

the products.

To know about the buying behavior of the consumer.

1.6 RESEARCH DESIGN

The nature of the study is descriptive and analytical in nature and follows an

exploratory study so it has a loose structure and it is mainly concerned with

discovering new avenues for future research.

1.6.1 Nature of study

The nature of study is descriptive and analytical in nature and follows exploratory

study so it has a loose structure and it is mainly concerned with discovering new

avenues for future research.

8

1.6.2 Nature of data

In this study both primary and secondary data are used.

1.6.3 Sources of data

Primary data is collected from respondents by administering structured

questionnaires.

Secondary data is collected from library, journals, magazines, annual reports and

earlier related studies etc.

1.7 Sample design

The sample design provides the basic plan and methodology to select the sample.

1.7.1 Sample population

Thrissur corporation is selected as the population of this study(Honda consumer).

1.7.2 Sample unit

Sample unit is selected in order to collect data from students of Christ College

Irinjalakuda.

1.7.3 Method of Sampling

Simple random sampling is a subject of statistical population in which each member

of the subset has an equal probability of being chosen.

1.7.4 Sample size

Sample size means the number of individual samples measured or observations used

in a survey or experiment.

The sample size is 50(Honda Customers)

1.7.5 Sampling techniques

Descriptive sampling is used in this study.

9

1.7.6 Sources of data :

Primary data are collected through questionnaire.

Secondary data are collected from websites, journals, magazines.

1.8 Tools for analysing data

Percentage analysis and weighted average method is used in this study with the help

of graphs,tables etc.

1.9 LIMITATIONS

Detailed study is not possible due to lack of time.

Wrong opinion expressed by the respondent can also affect the genuineness of

the study.

The study is limited due to its area.

1.10 SCHEME OF THE CHAPTERISATION

Chapter 1: Introduction : This chapters includes on introduction, statement of the

problem, scope of the study, significance of the study, objectives of the study

research design, sample design, tools of analysis.

Chapter 2: This chapter contains conceptual review and empirical literature.

Chapter 3: Industry profile and company profile: This chapter mentions industry

profile and company profile.

10

Chapter 4: Data analysis and interpretation : This chapter mention data, table, figure

and interpretations made out of questionnaire.

Chapter 5: Findings suggestions and conclution : This chapter mentions the finding

,suggestions made from the interpretations of data analysis and conclusions of the

study and bibliography.

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2.1 REVIEW OF LITERATURE

Spreng and mackoy (1996): In their study "Addressing the relationship

between service quality and customer satisfaction ". Although the direction of

the quality/ satisfaction relationship is fairly well understood for services, the

question of whether or not this relationship varies depending on particular

settings and /or situations is not. Service quality and customer satisfaction do

exhibit independence and are indeed different constructs from the customers

point of view.

Prof. S. Saarvanan and prof. N. Panchanathan (2009) : They discussed the

essentials for promotion of a product. The result shows that a customer

considers all factors at the time of purchasing a two-wheeler, although

majority of customers give importance to the brand image. This study also

describes the socio-economic factors which satisfy twowheeler customers and

that the employees and students crave for show room services.

BISWAJIT MAHANTY & VIRUPAXI BAGODI (2010) : More than 55 million

twowheelers are moving on Indian roads. Accordingly, two-wheeler services

sector should have generated revenue amounting to INR 1,00,000 million per

year, but in reality, this has not been realized in the organized service sector,

the indian two-wheeler service industry has not considered servicing as a line

of business and providing convenient reliable services is most important in

two-wheeler services in India to capture the market.

V. G. Ramakrishanan (2011) : The two-wheeler market that has seen an

explosive rise in sales over the last few years which created an opportunity for

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various companies to enter the after sales business of two-wheeler Honda , a

company well known , has entered into the motorcycle servicing business.

Williams, et al., (2011): In the study, found that customer attitudes have

included customer satisfaction, customer value, price perceptions, the quality

of the relationship and service quality. Many studies have found strong links

between customer attitudes and customer loyalty behavior. For example, it

has commonly been found that higher levels of customer satisfaction lead to

higher levels of behavioral intentions. Which in turn lead to stronger customer

loyalty behavior, which can be measured through repeat purchases, increased

share of wallet, positive word of mouth recommendations, and reduced

customer acquisition cost. In other words, there is a clear and strong

relationship between the quality of product customer satisfaction and

profitability.

Siddhartha and S Mukherjee (2012) : This study reveals that the two-wheelers

in India are used for variety of work such as visiting people, outdoor jobs like

selling and buying. 18 In rural areas it helps people to travel more frequently

to nearby towns to their daily satisfied customer needs. The two-wheeler has

becomes a valuable support for increasing productivity and in turn the profit,

besides helping as a personal mode of transportation.

Duggani Yuvaraju and Durga Rao (2014): Have made a study on ," Customer

satisfaction towards Honda two-wheeler's: A case study in Tirupati". The study

has aimed to analyze the customer satisfaction of two-wheelers. The study

has found that 60 percent of the respondents have come to know Honda bikes

through Advertisement media, 90 percent of the respondents were

completely satisfied with the mileage and performance of the Honda, 56

percent of the respondents have attracted by the quality of the service. 73

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percent are satisfied with pick-up of the Honda bike. 50 percent of the

respondents are satisfied with the design of the bike, 54 percent of the

respondents have considered the price of the Honda, 60 percent of the

respondents have felt the explanation were "excellent". The study has

concluded that there is a significant difference among the preference factors

such as mileage, pick-up, price and design.

D. Vijayalakshmi, et al., (2015): In their research paper titled," A study on

customer satisfaction and brand preference towards two-wheelers ". Stated

that two-wheelers allow people to navigate roads easily making the daily

travel both affordable and convenient. They have also identified that, high

price of two-wheelers leads to dissatisfaction of consumers.

NDTV (2016): In their article " Honda Activa 3G Looks" described the features

of Honda Activa as the scooter that radically remains unchanged wearing the

same silhouette. The massive stance of the bike, is also retained, this

somewhat segregates it from being mistaken as scooty. The large seat is well

cushioned offering great ride experience to the rider as well as pillion. There is

enough space for storage under the seat and around the foot area of the bike.

Zig Wheels (2017): In their article " Honda Activa : a detailed review stated

that the ride quality is one aspect where the activa needed improvement. The

Honda Activa does not address this issues. The Honda Activa bike employs a

trailing link suspension at front which results in the handle bar juddering every

time, one rides over broken roads and telescopic front forks should have been

added.

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3.1 THEORETICAL FRAMEWORK

Marketing is the process of communicating the value of a product or service to

customers, for selling that product or service. From a societal point of view, marketing

is the link between a society’s material requirements and its economic patterns of

response. Marketing satisfies these needs and wants through exchange processes and

building long term relationships.

Marketing can be looked at as an organizational function and a set of processes for

creating, delivering and communicating value to customers, and managing customer

relationships in ways that also benefit the organization and its shareholders. Marketing

is the science of choosing target markets through market analysis and market

segmentation, as well as understanding consumer buying behavior and providing

superior customer value.

There are five competing concepts under which organizations can choose to operate

their business: the production concept, the product concept, the selling concept, the

marketing concept, and the holistic marketing concept. The four components of

holistic marketing are relationship marketing, internal marketing, integrated

marketing, and socially responsive marketing. The set of engagements necessary for

successful marketing management includes capturing marketing insights, connecting

with customers, building strong brands, shaping the market offerings, delivering and

communicating value, creating long-term growth, and developing marketing strategies

and plans.

Marketing management determines the marketing objectives. The marketing

objectives may be short term or long term and need a clear approach. They have to be

in coherence with the aims and objectives of the organization.

1. Planning: After objectively determining the marketing Objectives, the

important function of the marketing Management is to plan how to achieve

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those objectives. This includes sales forecast, marketing programs formulation,

marketing strategies.

2. Organization: A plan once formulated needs implementation. Organizing

functions of marketing management involves the collection and coordination of

required means to 14 implement a plan and to achieve pre-determined

objectives. The organization involves structure of marketing organization,

duties, responsibilities and powers of various members of the marketing

organization.

3. Coordination: Coordination refers to harmonious adjustment of the activities

of the marketing organization. It involves coordination among various activities

such as sales forecasting, product planning, product development,

transportation, warehousing etc.

4. Direction: Direction in marketing management refers to development of new

markets, leadership of employees, motivation, inspiration, guiding and

supervision of the employees. Control: Control refers to the effectiveness with

which a marketing plan is implemented. It involves the determination of

standards, evaluation of actual performance, adoption of corrective measures.

5. Staffing: Employment of right and able employees is very crucial to success of

a market plan. The market manager coordinates with the Human Resource

Manager of an organization to be able to hire the staff with desired capability.

Analysis and Evaluation: The marketing management involves the analysis and

evaluation of the productivity and performs mace of individual employees.

6. Analysis and Evaluation: The marketing management involves the analysis

and evaluation of the productivity and performance of individuals.

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3.2 CONSUMER BUYING BEHAVIOUR

Consumer behavior is an important term in marketing. It is the study of individuals,

groups, or organizations and the processes they use to select, secure, and dispose of

products, services, experiences, or ideas to satisfy needs and the impacts that these

processes have on the consumer and society. It attempts to understand the decision

making processes of buyers, both individually and in groups such as how emotions

affect buying behavior.

It studies characteristics of individual consumers such as demographics and behavioral

variables in an attempt to understand people’s wants. It also tries to assess influences

on the consumer from groups such as family, friends, reference groups, and society in

general.

Customer behavior study is based on consumer buying behavior, with the customer

playing the three distinct roles of user, payer and buyer. Research has shown that

consumer behavior is difficult to predict, even for experts in the field. Relationship

marketing is an influential asset for customer behavior analysis as it has a keen

interest in the re-discovery of the true meaning of marketing through the re-

affirmation of the importance of the customer or buyer. A greater importance is also

placed on consumer retention, customer relationship management, personalization,

customization and one-to-one marketing. Social functions can be categorized into

social choice and welfare functions.

The main aim of marketing is to meet and satisfy customers needs. We also want to

know the buyer behavior that results from the peoples or the organization preferences.

The impact and various influences on them towards making decision on purchase of a

product is to be noted to understand and maintain the business brand status. The field

of consumer behavior studies how individuals, groups and organization select, buy

and use a particular product also considering the service or experience to satisfy their

needs. The wealth of products and service produced in a country make our economy

strong. The behavior of human being during the purchase is termed as buyer behavior.

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That can vary in response to some influences that change their mind resulting in

different decisions.

3.3 DEFINITION OF BUYER BEHAVIOUR

Buyer behavior is " all psychological , social and physical behaviors of potential

customers as they become aware of evaluate, purchase, consume and share their

recommendations to others about product and service ."

3.4 DEFINITION OF BRAND

The American marketing association defines a brand as "A name, term, design,

symbol, or any other feature that identifies one sellers goods or service as distinct

from those of other sellers. The legal term for brand is trade mark. A brand may

identify one item, a family of items, or all items of that seller. If used for the firm as a

whole, the preferred term is trade name."

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4. DATA ANALYSIS AND INTREPRETATION

Table 4.1

Shows respondents gender wise classification

Gender No of respondents Percentage

Male 36 60

Female 24 40

Other 0. 0

Total 60 100

Figure 4.1

Shows respondent gender wise classification

Interpretation : The above table shows that 60 percentage of respondents are Males

and 40 percentage of respondents are 40 Female.

Male Female Other

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Table 4.2

Age categorization of respondents

Age No of Respondents Percentage

18-19 18 30

20-21 19 31.7

22-23 13 21.7

24-25 6 10

More than 25 4 6.6

Total 60 100

Figure 4.2

Age categorization of respondents

Interpretation : The above table shows that 30 percentage of customers are of the 18-

19 years. 31.7 percentage of customers are of age 20-21 years. 21.7 percentage of

customers are of age 22-23years. 10 percentage of customers are of age 24-25 years.

6.6 percentage of customers are of age more than 25 years.

18-19

20-21

22-23

24-25

More than 25

20

Table 4.3

Classification of respondents based on Graduation level

Graduation No of respondents Percentage

UG 43 71.7

PG 17 28.3

Total 60 100

Figure 4.3

Classification of respondents based on Graduation level

Interpretation : The above table shows that 71.7 percentage of respondents are UG

students and remaining 28.3 percentage of respondents are PG Students.

0 10 20 30 40 50 60 70 80

UG

PG

21

Table 4.4

Usage categorization of Honda Activa before

Particular No of Respondents Percentage

Yes 39 65

No 21 35

Total 60 100

Figure 4.4

Usage categorization of Honda active before

Interpretation : The above table shows that 65 percentage of respondents have used

Honda Activa before while 35 percentage of respondents haven’t used Honda Activa

before.

65%

35%

Yes No

22

Table 4.5

Preferences on buying new model of Honda Activa


Yes 17 28.3

No 43 71.7

Total 60 100

Figure 4.5

Preferences on buying new model of Honda Activa

Interpretation : The above table shows that 28.3 percentage of customers would

prefer to buy new Honda Activa model while 71.7 Percentage of customers will not

buy new Honda Activa model.

Yes No

23

Table 4.6

Reference and information of Honda Activa

Particular No of respondents Percentage

Friends 22 36.7

Relatives 10 16.7

Promotional

advertisement

19 31.7

Dealers 5 8.3

Others 4 6.6

Total 60 100

Figure 4.6

Reference and information of Honda Activa

Interpretation : The above table shows that 36.7 percentage of the customer response

is they get reference and information of Honda Activa from friends. 16.7 percentage

of customers get reference from relatives. 31.7 percentage of customers get references

from promotional advertisements. 8.3 percentage of customers get references from

dealers and 6.6 percentage of customers get references from others.

0

5

10

15

20

25

30

35

40

Friends Relatives Promotionaladvertisements

Dealers Others

24

Table 4.7

Reasons for preferring Honda Activa


Cheaper 8 13.3

Good mileage 26 43.3

Easy to handle 11 18.3

Features 5 8.4

Company image 10 16.7

Total 60 100

Figure 4.7

Reasons for preferring Honda Activa

Interpretation : The above table shows that 13.3 percentage of customers response is

they prefer Honda Activa because its cheaper. 43.3 percentage of customer prefer

Honda Activa due to its Good mileage. 18.3 percentage of customers prefer Honda

Activa as it is east to handle. 8.4 percentage of customers prefer Honda Acriva due to

its feature and 16.7 percentage of customers prefer Honda Activa because of its

company image.

0

5

10

15

20

25

30

35

40

45

50

Cheaper Good mileage Easy to handle Features Company image

25

Table 4.8

Buying model of Honda Activa


Honda Activa 6G

26 43.3

Honda Activa 5G 18 30

Honda Activa 4G 9 15

Honda Activa 125 BS6 7 11.7

Total 60 100

Figure 4.8

Buying model of Honda Activa

Interpretation : The above table shows that 43.3 percentage of the customers bought

Honda Activa 6G. 30 percentage of customers bought Honda Activa 5G. 15

percentage of customers bought Honda Activa 4G and 11.7 percentage of customers

bought Honda Activa 125 BS6.

Honda Activa 6G Honda Activa 5G Honda Activa 4G Honda Activa 125 BS6

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Table 4.9

Color of Honda Activa


Grey 7 11.6

Silver 3 5

White 10 16.7

Black 27 45

Red 13 21.7

Total 60 100

Figure 4.9

Color of Honda Activa

Interpretation : The Above table shows that 11.6 percentage of the customers like

Grey color. 5 percentage of customers like Silver color. 16.7 percentage of customers

like White color. 45 percentage of customers like Black color the most and 13

percentage of customers like Red color.

Grey

Silver

White

Black

Red

Grey Silver White Black Red

27

Table 4.10

Preferences of Honda Activa over other brand.

Particulars No of respondents Percentage

Reasonable price 10 16.7

Better outlook 23 38.4

Catchy advertisements 12 20

Satisfied customers 13 21.6

Other 2 3.3

Total 60 100

Figure 4.10

Preferences of Honda Activa over other brand.

Interpretation : The above table shows that 16.7 percentage of customers prefer

Honda Activa due to its reasonable price. 38.4 percentage of customers prefer better

outlook. 20 percentage of customers prefer catchy advertisements. 21.6 percentage of

customers prefer because of its satisfied customers and 3.3 percentage of customers

prefer other factors.

0

5

10

15

20

25

30

35

40

45

Reasonable price Better outlook Catchyadvertisement

Satisfied customer Other

28

Table 4.11

Features regarding Honda Activa


LED headlights 8 13.3

Charging facility 10 16.6

External fuel filling cap 19 31.6

Leg space 14 23.3

Storage Capacity 9 15

Total 60 100

Figure 4.11

Features Regarding Honda Activa

Interpretation : The above table shows that 13.3 percentage of customers selected

LED headlights as their favorite feature. 16.6 percentage of customers selected

Charging facility. 31.6 percentage of customers selected external fuel filling cap as

their favorite feature. 23.3 percentage of customers selected leg space. 15 percentage

of customers selected storage capacity as their favorite feature.

LED headlights

Charging Facility

External Fuel Filling cap

Leg space

Storage Capacity

29

Table 4.12

Specification regarding Honda Activa


Engine capacity 7 11.7

Mileage 20 33.3

Style 24 40

Power 5 8.3

Tyre and Brake 4 6.7

Total 60 100

Figures 4.12

Specification regarding Honda Activa

Interpretation : The above table shows that 11.7 percentage of customer selected

Engine capacity. 33.3 percentage of customer selected mileage. 40 percentage of

customers selected style. 8.3 percentage of customers selected power and 6.7

percentage customers selected Tyre and Brake.

Engine capacity

Mileage

Style

Power

Tyre and Brake

30

Table 4.13

Status of years using Honda Activa

Particulars No.of respondents Percentage

Less than 6 months 16 26.6

6 months to 1 year 14 23.5

1 to 3 year 23 38.3

3 to 6 year 5 8.33

More than 6 year 2 3.33

Total 60 100

Figure 4.13

Status of years using Honda Activa

Interpretation : The above table 3.10 shows that 23.5 percentage of the customers

has been using Honda Activa from 6 months to 1 year. 39.3 percentage of the

customers has been using Honda Activa from 1 to 3 years, 26.6 percentage of the

customers has been using Honda Activa for less than 6 months, 8.33 percentage of the

customers has been using Honda Activa from 3 to 6 years.

Sales

Less than 6 months 6 months to 1 year 1 to 3 year 3 to 6 year More than 6 year

31

Table 4.14

Opinion about price of Honda Activa

Highly

satisfied

Satisfied Neutral Dissatisfied Highly

dissatisfied

No of

respondents

22 18 6 11 3

Percentage 36.6% 30% 10% 18.3% 5%

Mean value 3.7

Interpretation : From the above table it is clear that the overall satisfaction of the

consumer for the price of Honda Activa is above average ( mean score is 3.7 ).

Table 4.15

Opinion about quality of Honda Activa


consumer for the quality of Honda Activa is above average ( mean score is 3.81 ).

Highly

satisfied


dissatisfied

No of

respondents

19 24 8 5 4

Percentage 31.6% 40% 13.3% 8.3% 6.6%

Mean value 3.81

32

Table 4.16

Opinion about delivery time of Honda Activa

Highly

satisfied


dissatisfied

No of

respondents

16 25 6 9 4

Percentage 26.6% 41.8% 10% 15% 6.6%

Mean value 3.6


consumer for the quality of Honda Activa is Neutral ( mean score is 3.6 ).

Table 4.17

Opinion about Sales after service provided by Honda

Highly

satisfied


dissatisfied

No of

respondents

17 22 9 7 5

Percentage 28.3% 36.6% 15% 11.6% 8.3%

Mean value 3.65


consumer based on the service provided by Honda Activa is above average ( mean score is

3.65 ).

33

Table 4.18

Recommendation status of Honda Activa

Very

likely

Likely Somewhat

likely

Unlikely Not at all

No of

respondents

13 26 8 7 6

Percentage 21.6% 43.3% 13.3% 11.6% 10%

Mean value 3.55

Interpretation : From the above table it is clear that the consumer is willing to

recommend to buy Honda Activa( mean score is 3.55 ).

Table 4.19

Opinion about latest model in Market


Yes 19 31.6

No 41 68.4

Total 60 100

34

Figure 4.19

Opinion about latest model in Market

Interpretation : The above table shows that 31.6 Percentage of customers will buy

the latest model while the remaining 68.4 percentage of customers will not buy latest

model.

Table 4.20

Changes require in upcoming model.


New color 7 11.7

Digital display 21 35

Start/Stop button 5 8.3

Light weight 10 16.6

Improved safety measures 17 28.4

Total 60 100

Yes No

35

Figure 4.20

Changes require in upcoming model.

Intrepretation : The above table 4.8 shows that 11.7 percentage of customers prefer

to have New color in Honda Activa. 35 percentage of customers prefer to have Digital

Display. 8.3 percentage of customers prefer to have Start/Stop button. 16.6 percentage

of customers prefer to have light weight. 28.4 percentage of customers prefer to have

improved safety measures.

Table 4.21

Opinion about presences of celebrity in advertisement


Yes 37 61.7

No 23 38.3

Total 60 100

New color

Digital Display

Start/Stop button

Light weight

Improve safety measures

36

Figure 4.21

Opinion about presences of celebrity in advertisement

Table 4.22

Rating about Honda Activa

Excellent Good Average Poor Very poor

No of

respondents

26 12 9 7 6

Percentage 43.3 20 15 11.7 10

Mean value 3.75

Interpretation : From the above table it is clear that the consumer has above average

rating ( mean score is 3.75 ).

Yes No

37

FINDINGS

Most of the respondents gets informations or references of Honda Activa

through friends and promotional advertisements.

Majority of the respondents prefer Honda Activa because of its good mileage.

Most of the customers has an opinion that they are satisfied with the price of

Honda Activa.

Majority of the respondents are using Honda Activa between 6 months to 1

year.

Most of the customers rate the engine capacity of Honda Activa as good.

More of the customers rate the mileage of Honda Activa as good.

Majority of the customers rate the power of Honda Activa as good.

Most of the customers rate the tyre and brake of Honda Activa as good.

More of the customers rate the fuel efficiency of Honda Activa as good.

Above half of the customers are buying Honda Activa 5G.

Majority of the respondents prefer Grey colour of Honda Activa.

Most of the customers of Honda Activa are satisfied with sales after service.

Majority of the customers are comfortable with Honda Activa.

Majority of the customers of Honda Activa are satisfied with delivery

performance.

Most of the customers of Honda Activa are satisfied with safety features.

More of the customers rated satisfied to the Affordable feature of Honda

Activa.

Majority of the customers of Honda Activa are satisfied with the storage space.

Majority of the respondents of Honda Activa has an opinion that charging

sockets are necessary.

Most of the customers are very likely to recommend friends and relatives for

purchasing Honda Activa.

Most of the customers give satisfactory rating to Honda Activa.

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SUGGESTIONS

Majority of consumers are preferring Grey and Blue colors of Honda Activa

than the new colors like Yellow and Silver. So, the company may consider it

while choosing colours.

Customers are curious about changes in emerging models. They prefer to have

features like charging socket. Such strategies can increase the product

purchase.

People are more concerned about their safety. So including new safety features

can increase the customer preference.

CONCLUSION

This study conclude that people of this new era are more concerned about the brand of

products they use. Brand preference is increasing exponentially nowadays due to

many reasons. This project focusing on brand preference of Honda Activa convey

different factors that supports the brand image.

Advertisement and recommendation from friends has major role in increasing trend.

Here, good mileage, engine capacity, fuel efficiency are some features that attract

more customers to choose this brand. From this study states that people are well

adapted to new Honda Activa models released.

39

BIBLIOGRAPHY

1. Stephen Sorger, Third Edition, Marketing Research Text and Cases, Admiral Publication,

Page no: 121-127.

2. Philip Kotler, Kevin lane Keller, fourteen Edition, Marketing Management Global

Edition, Pearson publication, Page no: 85-90.

3. V.S Ramaswamy, fourth Edition, Marketing Management Global Perspective Indian

Context, Macmillan Publication, Page no: 112-118.

Websites

https://www.honda2wheelersindia.com/products/scooter

www.StudyMode.com

http://yes.honda.co.in/about-us.aspx

https://www.honda2wheelersindia.com/products/scooter

http://www.studymode.com/

http://yes.honda.co.in/about-us.aspx

40

www.autocarpro

http://yes.honda.co.in/honda-motorcycle-scooter.aspx

www.b2bmarketing.net

http://www.autocarpro/

http://yes.honda.co.in/honda-motorcycle-scooter.aspx

http://www.b2bmarketing.net/

41

QUESTIONNAIRE ON THE STUDY OF BRAND PREFERENCE AND BUYING

BEHAVIOUR OF COLLEGE STUDENTS TOWARDS HERO HONDA ACTIVA.

Dear respondent, I’m conducting a survey on the topic “ A study of brnad preference

and buying behavior of college student towards Hero Honda Activa ”. The survey

consit of 24 questions and will take a few minutes to complete, I request you to

cooperate with me in the survey. Thank you.

1. NAME :

2. GENDER :

☐ Male

☐ Female

☐ Other

3. AGE :

☐ 18-19 years

☐ 20-21 years

☐ 22-23 years

☐ 24-25 years

☐ More than 25 years

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4. GRADUATION COURSE

☐ UG

☐ PG

5. Have you used Honda Activa before?

Yes ☐ No ☐

6. Do you have plans to buy Honda Activa?

Yes ☐ No☐

7. From where did you get reference or information of Honda Activa?

☐ Friends

☐ Relatives

☐ Promotional advertisement

☐ Dealers

☐ Others

8. Why do you prefer Honda Activa?

☐Cheaper

☐Good mileage

☐Easy to handle

☐Features

☐Company image

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9. Which model do you prefer?

☐Honda Activa 6G

☐Honda Activa 125 BS6

☐Honda Activa 5G

☐Honda Activa 4G

10. Which color of Honda Activa do you like the most?

☐ Grey

☐ Silver

☐ White

☐ Black

☐ Red

11. Why did you choose this brand over other?

☐Reasonable price

☐Better outlook

☐Catchy advertisements

☐Satisfied customers

☐Other

12. Which of these is your favorite feature?

☐ LED headlights

☐ Charging Facility

☐ External fuel filling cap

☐ Leg space

☐ Storage Capacity

44

13. Which of these specification do you like most?

☐ Engine capacity

☐ Mileage

☐ Style

☐ Power

☐Tyre And Brake

14. Since how long are you using Honda Activa?

☐ Less than 6 months

☐ 6 months to 1 year

☐ 1 to 3 year

☐ 3 to 6 year

☐ More than 6 year

15. How satisfied are you with the price of Honda Activa?

☐ Highly satisfied

☐ Satisfied

☐ Neutral

☐ Dissatisfied

☐ Highly dissatisfied

16. How satisfied are you with quality of Honda Activa?

☐ Highly Satisfied

☐ Satisfied

☐ Neutral

☐ Dissatisfied

☐ Highly Dissatisfied

45

17. How satisfied on the delivery time of Honda Activa?


☐ Satisfied

☐ Neutral

☐ Dissatisfied

☐ Highly Dissatisfied

18. How satisfied are you with the sales after services provided by Honda?


☐ Satisfied

☐ Average

☐ Dissatisfied

☐ Highly dissatisfied

19. Do you recommend your friends or relatives to purchase Honda Activa?

☐ Very likely

☐ Likely

☐ Somewhat likely

☐ Unlikely

☐ Not at all

20. Do you like to change the model if a latest model arrives in the market?

Yes ☐ No☐

46

21. What change you require in upcoming model?

☐ New color

☐ Digital Display

☐ Start/Stop button

☐ Light weight

☐ Improved safety features

22. Does the presence of a celebrity in an advertisement influence your decision?

Yes☐ No☐

23. Your overall rating about Honda Activa?

☐ Excellent

☐ Good

☐ Average

☐ Poor

☐ Very Poor

24. Your valuable review on Honda Activa’s performance.

______________________________

CCATBCM084 -THEJASS.pdf - Christ College, Irinjalakuda

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