Ravi Honda Unicorn

CHAPTER-1

INTRODUCTION OF THE PROJECT REPORT

•

Aims and Objectives of the Project P roject Report

•

Scope of Study

•

Methodology Adopted

•

Limitation of the Study

Acharya Tulsi National College of Commerce, Shimoga

1 |P a g e

INTRODUCTIION TO PROJECT REPORT

Shimoga is a beautiful city, located in a heart of Malnad, situated with hill, and mountain, the city has a business of different kind and provides shelter for various professionals professionals and others even in the field of agriculture it has developed to great extent b providing encouragement to plantation crop such as areca nut, coconut etc. As a result the people will have a craze of purchasing four wheelers and two wheelers, two wheelers has become more popular specially among the middle class and rich class people of the the city. Two wheel wheeler er is also also conven convenien ientt and comfo comforta rtabl blee for for everyo everyone, ne, Honda Unicorn. 1. One of the dreaming bike of younger as well as elder generation of the

word. In modern world, the two wheeler have become so popular that it is deemed deemed to be the best means means of individual individual transp transportat ortation ion in the city. In fact it has become a fashion fashion to ride the two two wheeler in the city. city. the people in the city and remote area are having a craze of purchasing a two wheelers, it odds to the personality of an individuals and act as a means of quick quick transportat transportation. ion. But to increase increase the importan importance ce and demanded demanded for two wheeler in the Malnad city of Shimoga. Shimoga. I have selected this this topic my project report.

This topic offers details.

I arising marketing of two

wheeler in general and market performance and market shares of HONDA UNIC UNICOR ORN N and and also also stud study y of marke arkett po posi siti tion on of SONA SONA HOND HONDA, A, Shimoga.


2 |P a g e

This Project report attempts to bring about details regarding history, improv improvin ing g of models models..

It’s It’s competi competitio tion n in present present market market and also also in

recent planning of two-wheeler in India. India. More stress is given given towards the the case study of Sona Honda as Shimoga to study the marketing performance of HONDA HONDA UNICORN UNICORN bike bike in Shimo Shimoga ga City. City.

To provi provided ded certai certain n

valuable suggestion for the successful marketing of the bike by adopting suitable marketing strategy. AIMS AND OBJECTIVES OF THE PROJECT REPORTL

The aims and Objectives of this Project Report are as follows. follows. •

To analyze the marketing strteg of Sona Honda, Shimoga.

•

To Know about the different mother bike in India.

•

To analyze the sales performance of two wheelers in Sona Hond.

•

To study the history of two wheelers in general.

•

To analyze the problem related to marketing of two wheeler and specific problem confroned by Sona Honda.

•

To Know the consumer performance toward, Sona Honda bike.

•

To Partial fulfillment of the requirement of the BBM degree. to give suggestions for improvement of marketing strategy of SONA HONDA motors.


3 |P a g e

SCOPE OF STUDY:

The scope of this project contains the customer performance towards HONDA UNICORN at SONA HONDA in Shimoga City. This report also includes the efforts that have been taken by the HONDA MOTOR CYCLE AND SCOOTER INDIA PVT LTD. Sona Honda Shimoga to improve the quality and to push up the sales of HONDA UNICORN. India is the most popular country with over 60% of the population belongs to the middle class or a bit lower middle class. They cannot afford to buy a car which is most costly compared to a two wheeler. Thus two wheelers have become necessity and luxurious item to the majority of population. Now rich class people also prefer the two wheelers. This report contains survey findings of middle class and rich class consumer in order to get a better view of the Topic. The two wheelers being a long lasting product the survey includes the part purchases and a few prospective buyers of the product.


4 |P a g e

METHDOLOGY:

In this Project Report both primary and secondary information have collected to bring out this Project Report. Primary data have been collected through the personal interview with selected owners. The selection of respondent was made on the basis of seminar. Questionnaires are prepared in structural manner and issued to respondents for the purpose of analyzing the market performance of SONA HONDA, their sale analyzes and other details have been collected from dealers of motor bike, Shimoga. LIMITATION OF STUDY:

This project report has some limitation they are as follows.’ It is not possible to get exact correct information from the common man regarding technological aspect fully. But attempt have been made to see that bias doesn’t take place and extract answers to make the study as realistic as possible. There are many chance of customer justifying the purchases whether it is wrong or right. This creates a bias in response. The scope of the stud is limited to Shimoga cit only and influences have been drawn with the help of the opinions of the respondent of Shimoga City.

Therefore there are chances of influences becoming

unsuitable in such markets environment which have completely a different set up of market trade.


5 |P a g e

Since this project report covers the middle class and rich class buyers, it is not possible to get an over all view of the society towards two wheelers. Even though this project is subject to the above limitations, all necessary attempt have been made and precautions have been taken rare out bias and extract correct so as to make this study as realistic as possible.


6 |P a g e

CHAPTER-2 HISTORY OF TRANSPORTATION AND MOTOR CYCLES

•

History of transportation

•

Development of Transportation

•

Development of Automobiles

•

History of motorcycle

•

The Development of the machinery

•

Manufacturer of two wheelers in India.


7 |P a g e

History of transportation:

Transportation has its own historical background. We can see the activity of transportation from the time of civilization transportation means nothing but movement of man and his material from one place to another in any part of the earth.

It is a conveyance and the act of

transporting from time immemorial, man has been able to move him powerfully influenced by ease in any surface of the earth. In spite of the modernization, man by harnessing nature whether it be directly or indirectly has explored and exploited the resources of the earth, the wheels, the sails, the stream engine the internal combustion engine, the electric motor are few land mark in transportation the greatest breakthrough man in the technology of flight-promise of 21st Century approached to be capped by the rocket engine by this man was free from dependence on the earth atmosphere sand permitted him to visualize travelling to the other place. Development of Transportation.

Before the close of 19th Century, although for two decades, there was much experimentation in the construction of vehicles’’ powers by the internal combustion engine.

The full import left by other forms of

transport was not until the motor car was mass produced. Before the first world war road transport which had began to Enrich the roil and waters made great strides between the war and


8 |P a g e

challenged rail at the chief of both passenger and goods in the two decades following world war second. Development of Automobiles:

Automobile is nothing but a self propelled passenger’s vehicle, designed to be operated on ordinary road may be called an automobile. According to service rendered the general motor vehicle may be classified into several types’ motor car, motor cycle, scooters etc. These entire vehicles certainly require fuel. This fuel may be either petrol or diesel. They are essential fuel required for automobile operation but in the present circumstances, as his known to all the natural resources of the petrol and diesel being consume rapidly which alert us the new fuel for which experimentation is going on for instance of solar energy is trying to be experimental with. History of motorcycle:

A motor cycle is a vehicle in which the principle of bicycle and internal combustion engine are combined.

The internal combustion

engine generally in a gasoline engine, the term covers a range of machine from 50cc, piston displacement tor bellow 9mopeds or motor cycle) to 1000 cc multiple cylinder models of which the US HARLEY DAVIDSON and Indian V. TWENS, the british 10000cc. square four aerial and the 4 cylinders. Italian M.V. AUGUSTA representative the term motor cycle also cover motor scooter which have until from 50cc to 250cc.


9 |P a g e

An Englishmen, Edward butter, built the first motor cycles in 1884, but the first motor cycle to appear publicity was on built by ‘Goltlied Damier” of cons tract, Wuthembua of Germany in 1885. Motor cycle did not attain even slight public popularity until towards the end of 19th century. French and Belgium designers and motorcycles manufactures and use of motor cycle increasing steadily throughout first 30 year of the 20th century. In both world wars, motor cycle, were widely use for military purpose and after world war second, an appreciation of the value of two-wheeler laid the foundation for the remarkable revival of public interest in motor cycle, mopeds and scooters, in the united states the years after the world war 2nd witnessed a revival of interest that could be compare with the western Europe. [

Although at time, the continuing popularity of two wheelers transport has been question, there is no doubt that it was firmly established in the 2nd of the 20th century the motor provided a mean of individual power transport combining reliability. Economy and comfort. young people had always been quick to appreciate it.

Advantages

moreover the sporting and travel appeal of te two wheelers expended yearly. Development of machines:

The development of motor cycle users study in teh formative years positioning of te power unit varied but by 1910 designing has recognized that the most practical point was low and central, later motorcycle engine units were carried in twin tubs card less were build up from tubing joined by either welding or brazing.


10 | P a g e

Early single colander commercial motor cycle persistence in the second half of the 20th century. Most models of than 250cc were four stroke in which value we employed with the compression firing in one direction (upward or downward) only many bellow else capacity were two strokes, compression firing being on both strokes through a succession of passenger wall and parts, the European method of ration an engine is by the volumetric displacement of the position in cubic centimeter. Manufacture of two wheelers in India:

Most of the two wheelers industry doesn’t manufacture all the parts. They place order to best industry, which has capacity to manufacture the right quality and quantity in a given time, some industry purchased spaces from small scale industry because to develop small-scale industries as per government industry.

These two wheelers manufacturer industry

manufacture only the main part like engine, gear units, wheel drums etc, where as they purchase carburetor from worlds best manufacturer like “SPACO”, “MICRO 130” “ORBITAL” because this is the part which help for better mileage. The industry purchases tires and tubes bearing speedometer, shock observers, horns, bulbs, cables from recognized industries and they purchase wirings, plastics and fiber parts, seat etc scale unit. In the foreign section steel sheet are converted into needs like body cover, chasses and then welded it is then pointed through electrolysis


11 | P a g e

process. Then the parts are assembled in the assembled section. The vehicle is then taken to test drive on test track. If the vehicle perform well their standard vehicle is ready for dispatch. The horse power rating state is used in some countries include the united state, a rough equivalent in between 8 to 10 HP per 100 cc for model with 2 to 3 cylinder. Multiple cylinders ensure smooth running and because light weight models were cheap to run and easy to maintain. Two of the formats British design the4 stroke 100 cc water cooled velocity (E and the 2 stroke 250 cc aerial ) arrow had won for themselves for most position. Combustion and ignition were greatly improved over even the method of year earlier and be little resemblance to the sedimentary forms an pioneer motor cycles. The combustor was compact and reliable instrument measuring the sparely the preposition of fuel and air admitted the engine cylinder for expansion and able to serve indefinitely without major adjustments. Elementary tube ignition given way to advance form of electrical generation by means of the magnetic or an induction coil. The magnet was either separate piece of mechanism drive from the engine by means of grassing a chine or more integral with fly wheel.


12 | P a g e

CHAPTER-3 INTRODUCTION TO PRODUCT

•

Introduction

•

Technical Specification

•

Feature

•

Standard test condition


13 | P a g e

Introduction to Product

The Honda UNICORN was first introduced in SONA MOTORS, Shimoga at 2004. This is a style bike. This is Japanese technology Model bike. This is introduced by HONDA Company Limited. This is the first diamond shaped technology bike and very comfortable bike. This bike is and jested b over drive and business standard Motoring. Honda Unicorn is the first Tuff up tube and MONA SUSPENSION used bike of the India it is a Powerful economical and stylish bike of this bike is Manufacture by taking in the mina of both college student and officials its suits both category people because of its power and unbeaten style. This is the 149.1 cc with 4 stroke air cooled OHC single cylinder engine with mileages of 60 KMPE (In Indian mode) this is one of the India most a prestigious tribute to a technologically superior bike. This is a twin advantages by feature totally the choice one bike of the years. This bike is very powerfully it can reach 60 KM Speed with in a 5 fraction of seconds. This bike have a facility of the self starter and full up table so it is very rush free bike so it is bike of demo. Technological specification:WEIGHT AND MEASUREMENT Kerb Weight

- 139 Kegs (Kick) 142 Kg (Self)

Length

2090 MM

Width

750 MM


14 | P a g e

Height

1095 MM

Wheelbase

1340 MM

Fuel tank capacity

13 Ltr

Reserve

13 Ltr

PERFORMJANCE Accelerator (0-60 KM) 5 sec Mileage

60 KMPL

BODY Frame

Advanced design demand Frame

Front suspension

telescoic frock

Rear suspension

Advanced technology more suspension

Front tire

2.75-18

Front break tier

240 MM disk

Rear break type

130 MM Drum

ENGINE AND TRANSMISSION

Engine Type Displacement Net Power Torque Air filter Corroborator Transmission

4-Stroke air-cooled OHC single cylinder 149.1cc 13.3 bhp@8000 rph (9.9 K.m0 1.3 ch.qm @ 5500 rph (12.8 K.m) Paper type cv type Constant Mesh, 5 Speed gare

Gear Shift Patter 1 down 44P


15 | P a g e

Electrical Ignitions

Digital CDI (multi Mapping)

Stating

Kick/self

Battery

12.2.5 Ah ()Kick) /12-7 Ah (Self) Head lamp Haloquen 12v/35 w

Features 1. Pick up.

Clocking 0-60 in amazing 5 secants, the unicorn boasts the best pick up in its class with cutting edge technology like cv carburetor, 2 way air jackets, pulse exhaust system and offset crank. So its sit and relax while you zoom off to your destination. 2. Mileage:

The unicorn delivers, an incredible 60 Kms to a liter with its aerodynamic body and a newly developed engine from Honda that develop high torques at a low RPM, with technologies like 5 speed gae box roller rocker arm and malty mapping the unicorn is engineer to ensure a perfect balance of pick up and mileage. 3. Style:

Showing off the best in international styling the unicorn is intensely to make head turn. From a racy front face and masculine fuel and to the sleek rear cowl and unique mono suspension, each and every part is simply a work of art that excellent style. The unicorn is a perfect fusion of sporty and macho design.


16 | P a g e

4. Stability:

Crafted to render only the smoothest, drive the unicorn all about the attention to detail Fitted with the stale of the art mono suspension and a strengthened and more flexible demand frame. It take all kind of road shock with absolute ease in any Indian riding condition, and also provide ample space for the rider and pillion but enable, a strain and fatigue free posture for long drives. Convenience:

The unicorn comes with a multitude of convenience. It is the only motor cycle in India that comes equipped with a puncture resistant up tube in te rear tire, which minimizes in silence of sadden puncture by 70%, a state of the art primary kick and storage place under a seat, unicorn has a self start version. Which offers you ease of starting up just at the push of a button? Fatigue free riding posture:

Ample seating & pace and comfort riding position based on the human engineering provide, fatigue free ride for both rider and pillion ever on long drives. Mono –Suspension for comfort riding:

State of the art mono suspension fitted on a tough yet flexible diamond frame gives the smoothes drive in all Indian riding condition. New age stunning look:

Unicorn can make head, turn by flouting the best in international styling. Racy front face, aerodynamic cowl, classy double tail lamp, every part of unicorn exudes style in addition the all new sleek graphic; further add to the style appeal. Acharya Tulsi National College of Commerce, Shimoga

17 | P a g e

Vibration free dampers.

The vibration dampers on the handle ensure a vibration free aril for stability and a fatigue, ride even in heavy traffic.

Standard test condition: Important and special features: The power of HONDA UNICORN is four superior to any other bike in the test. The Unicorn’s digital ignition is the most advanced ignition system in this shoot out and kin to mapped ignitions in cars. The HONDA UNICORN also offers the best technology for your money with a cv carburetor and a digital ignition. The UNICORN comes out in top speed and initial pickup of 0-60 Km speed within 5 seconds. The HONDA CB UNICORN comes out to the best double digit BHP 4 stroke bike & in the country.

Honda CB Unicorn is the first full tube bike in India.

The phenomenal straight-line stability and able handling strong engine performance couple with technology wizardry. Yet unseen on any Indian two-wheeler manes enough of a case to make it our choice. And its fuel efficiency cements its posiiton further without a doubt.


18 | P a g e

CHAPTER-4

A PROFILE OF THE COMPANY

•

Introduction

•

History

•

Honda Products


19 | P a g e

The Profile of the Company:

The Honda Motor Cycle and scooter India Pvt. Ltd, is a newly established company. It is a branch of Honda Company. The Honda Company was establishing in 1981. Then it was concentrated only on four-wheeler but after it started concentrate on 2 wheelers in all over the world. But in India they were started introducing their two wheelers after 2000. A company was international market and when the sales were zooming the annual sales of the company was 86.507$ and with the production capacity of 3.6 million vehicles per year.

Here they

manufacture both scooters and bikes. Its manufactory vehicles in India re UNICORN, ACTIVA, DIO, ETERNO. Now company is planning to introduce new 125cc bike named SHINE. In 1981 the company started a marketing department because of the competition in the two wheeler industry.

HONDA company is not

concentrating more on TV advertisement but are giving add only dailies and weeklies. They started sponsoring motor rallies, and motor cross this company finance their own manufactured products. Their dealers are the authorized person to deal with finance for their regions. Honda Company Limited network all over the country sales service and spares.

It is a highly technological basically company.

All the

machines of products are Japanese model. Only Japanese technology and spares are used in their two wheelers.


20 | P a g e

Honda Company Limited Manufactures the following Vehicles HONDA CB UNICORN

It is stylish and powerful bike of the year. CB UNICORN is the product of HONDA Company Ltd. It is a 149. 1 cc engine, having speed gear, 4 stroke engine first time in India available in the electrical starter as a separate model. However the added auto decompression gives on easy kick-start always. This is No. 1 choice of the youth. CB UNICORN is the indeed good bike, if you are looking for a bike which does not compromise on power and mileage than year choice is restricted to just one. The CB UNICORN has a 15cc 12 BHP engine that tive you inscrutable power, its technologic at edge over other bike is in its built in computer, also cashed the digital ignition system. This determines the optimum ignitioin timing with variable speeds to give you image power and pick up and intelligent corroborator that ensure every drop of fuel is utilized for unmatched fuel efficiency of 60 Kmpl.

CB UNICORN facing a competition with its category bikes like, APACHI, CBZ, and PULSUR. But its average sales compare to other bike is high because of its some special features like mono suspension, tuff-up tube and demand shape frame structure. Biking biggest price of the year goes to the technology brilliance CB UNICORN which is an proficient motorcycle are any India has ever seen.

Rarely has there been a unanimous choice for the No. 1 bike

position among all leading auto magazine is it them any surprise that UNICORN is so popular today among the Indian youth.


21 | P a g e

2.

HONDA ACTIVA: Designed for every one

Honda activa is the large selling scooter in India. The 80% sale of Honda two wheeler belongs to HONDA Activa. It is designed for all category and all age people so it has a good demand in market. It is a power of scoter of 102 CC with a 6 ltr. Tank capacity. It has a specialty like tuff up tube, electrical start, space under seat box multi reflector light etc. 3.

DIO _Get notice

One look at the DIO will tell you it’s more an accessory than a mere convenience as India’s first motor scooter. It blends the look of motor cycle with the comfort of scooter. The body mounted hand lamp and sleek indicator leap right of the front. Ample legroom gives you an elegant poise. The body tapers into the tail light and at continue to draw attention of course, this quality us to have the last world on style. If there ever existed an attention magnet, the DIO is it.


22 | P a g e

CHAPTER-5

A PROFILE OF SONA HONDA

•

Introduction to SONA HONDA

•

Organization chart of the firm

•

Price list of the two wheels of SONA HONDA

•

The sale figure of the brand vehicle

•

The sales figures of the HONDA CB UNICORN


23 | P a g e

PROFILE

The exclusive show room is set up in B.H. Road in front of Shanthi Agency. It was started on July 2004 by by the name SONA HONDA. After the incorporation of the firm it is looked after by the some directors and managing director. director. HAJI SULAIMAN SULAIMAN is the active active person of the firm he working working as a managed directo directorr of the Sona Honda. Honda. The credit of the success of goes to this person for his remarkable involvement in setting of the foundation for marketing Honda two wheeler. SONA HONDA is the authorize dealer of the HONA two wheeler’s It is a Japanese Japanese based company. company. Now Sona Sona Honda mainly mainly concentrating concentrating on the only 4 Honda Honda two wheelers namely. namely. Honda Honda CB Unicorn, Unicorn, Honda Honda Activa, Dio. HONA ACTIVA is their their main product product because 80% of of their sale contains Activa. Activa. SONA HONDA not only concentrate on the sale of the two wheelers it also concentrate on the spare parts and service to its customer. SONA HONDA is the main branch in Shimoga for selling HONA bikes and spare parts and service to Honda two wheelers. Like SONA HONDA in Shimoga Honda Company has a main branches in other districts of Karnataka they all are interrelated with SONA HONDA for to maintain demand and to increase the sale of HONDA two wheelers such main branches which inter connected with SONA HONDA are as follows.


24 | P a g e

GEM MOTERS

- Davanagere

NANDI HONDA `

- Bellary

PALACE HONDA

- Mysore

SHREE HONDA

- Hassan

CENTURY MO MOTORS

- Tumkur

SAQUR HONDA

- Mandya

Capi Capita tall inve invest stm ments ents of the the capi capita tall inve invest stm ment ent was was made ade by HONDA Company through is share capital and remaining investment is made by the some director of the Sona Honda. In which they invested invested 30,00,000 30,00,000 on the land and and building. building. 250000 on the working capital and remain on the furniture. Scurry deposit, salary, lighting and other expenses. Competitors:

SONA HONDA is the recently established firm, now a day for to stand in the marked for any product and firm is difficult job because of compotato compotators. rs. SONA HONDA HONDA form the beginning beginning facing facing computati computation on from other showroom some of the important are 

SUPREEEM MOTORS



SHANTHI AGENCIES



SANDESH MOTORS


25 | P a g e



KARTHIK MOTORS Now firm planed to introduce two more types of two wheelers of

HONDA Company, which is also purely based on Japanese technology. Now a day SONA HONDA also started reaching its 80% of target sales. Infrastructure system of the firm 1) Land and Building:

The firm has a sufficient space for the land and building. The whole building is divided into three section first past consist for vehicle display, counter section, cash section, waiting place, and chamber for manager and second section is kept for spare part display and spare parts storage and last section is kept for service area which contain some machinery and usage. The plant layout of the SONA HONDA

5

2

1

2

3 4

4

6

9 8

7


26 | P a g e

1) Vehicle display area 2) Customer waiting place 3) Manager chamber 4) Spare counter and storage area. 5) Counting section

6) Workshop supervisor office 7) Minor repair section 8) Major repair sector 9) Work table 10)

Oil storage section.

Power: In the firm electricity plays on important role as service the product by electronic machine. The electric power requirement of the firm is of 15 K.v. showroom consumer power 60 to 100 units. The firm gets 1000 as a average electricity bill.

Machinery: The firm has a well equipped machinery with water washing machine and special too with hand tools. These tools are used in service facility given to the vehicles.

Having special facilities like, air

compressor, car washer set and plug checking machine.


27 | P a g e

In case of machine or equipment boreal down they lake rapid action and call expert of that machine to repair it as son as possible so they can give quick service to the customer. 1. Air Compressor 2. Pressure washer 3. Parts cleaner 4. Bench grinder 5. Bench drilling 6. Hand driller 7. :Plug cleaner 8. Tools equipjments 9. Gas analyzer 10.Hydraulics press 11.Nomadic press 12.Bike lifts 13.Generator 14.Office staff of the firm.

Office staff and workers of SONA HONDA includes 19 peoples they are as follows. MEMBER`

Managing director

No. of POSTS

1

Sales department

Sales manager

1

Receptionist

1

Cashier

1


28 | P a g e

Accountant

1

DMS operator

2

Spare department

Spare manager

1

Spare PRO

2

Supervisor

1

Spare assistance

1

Service department

Service manager

1

Supervisor

2

Mechanics (head Mechanic)

4

Washing boys

2

Sales figure of the UNICORN during the year 2005-06 of SONA HONDA.


29 | P a g e

Organization chart of the SONA HONDA

SONA HONDA

OWNER

MANAGING DIRECTOR

Service Department

Service Manager

Suprevisor

Accounting Department

Accountant

Clerk/ Computer operator

Head mechanic

Spare PRO

Washing Boys Acharya Tulsi National College of Commerce, Shimoga

Spare Department

Sales Department

Spare Manager

Sales Manager

Spare PRO

Cashier

Spare supervisor

Spare Assistant

30 | P a g e

BMS Operator

Receptionist

Price list of the two wheelers of SONA HONDA

Activa

DIO

ETERNO

UICORN

UNICORN (ES) 53414

Showroom

37182

38440

33918

(KS) 50425.67

Price Insurance Road Tax Temp

884 2863 120

906 2760 120

827 2750 120

1117 4992 120

1169 5288 120

42426

37615

56654.67

59991

Registratio n On

Road 41049

Price

Sales figure of the UNICORN during theyar 2005-06 of SONA HONDA

MONTHS April May June July August September October

SALES 15 18 14 16 19 15 19


31 | P a g e

November December January February March

17 14 10 17 18

Charting showing sales of CB UNICORN in the year 2001-12


32 | P a g e

CHAPTER-6

MODEN MARKETING CONCEPT

‘ 

Meaning and definition



Modern Marketing



Function of Marketing


33 | P a g e

Modern Marketing

Meaning and definitions:

The term marketing refers to gathering of people for purchase and sale of goods or service. But for the marketing students it is used on teh economic sense. In th sense it don’t refers to the above, but it refers to the whole regions in which the buyer and seller, are interacted with on another.

According to the PHILIP KOTEER “A market is an area for potential change i.e. a group of buyer, and sellers interested in terms of purchase and sale of goods and service the negotiation may be face to face or through communication”.

Modern Marketing Concept:

After 1950 the marketing is not just a physical process of exchanging goods and service but more than that, according to this view a purpose of the business is to create a customer creation of customer means identifying the needs of customer and organizing the business according to meet the needs.

Hence according to the modern marketing the firm makes an organized effort to satisfy the firm makes an organized effort to satisfy the consumer needs are desires.

Hence modern marketing is consumer

oriented in its approach. Acharya Tulsi National College of Commerce, Shimoga

34 | P a g e

In the words of J.E. PALE “Marketing is that pat of business activity through which human wants are satisfied by the exchanging of good and service.

Features of Modern Marketing: Modern marketing is consumer oriented in part business of objective was to Maximize profit and to increase the sales. But the aim of the modern business is to satisfy their needs and hence it is consumer oriented. This is because it is the consumer who determines that what should be produced and sold in the market.

Modern marketing begins and end, with the consumer. Today before commencing the production, all efforts are to be mad to know the want and need of the consumer. In what quality of the product is decided after knowing the consumer behavior. Every firm undergoes, the market research and collects information about their wants. Such a survey helps to sell the product easily for profit. Hence modern marketing proceeds and succeeds production. Distinguish between rational and modern marketing. Traditional market is concerned with a more physical process connected with the exchange of goods and service. It is concern with the creation of customers connected with exchange of good and service.


35 | P a g e

I. It is concern with the distribution and sale of good and products. 2. It is concern with the production, distributiion and sale of good, needed by the consumer. I. It aims at increasing the profit of a firm. 2. It aims at increasing firms profit as well as consumers satisfaction. 1. It having short term goods. 2. It is having long term goods.

1. It succeeds, only in seller market. 2. It succeed both under seller market, and seller, and buyer market. Sales Orientation: The failure of a production of a production oriented reshuffle give birth to th ephilosophyh of the sale orientation. A mere good product is not enough but need aggresive advertising sales promotion and publications are top importance.

The assumptions of this philosophy are as follows. •

Producing the best product

•

Finding the buyer for the product

•

Convincing the buyer to buy the product.

Consumer orientation:


36 | P a g e

In this philosophy only such products, are brought into the market, which are capable of satisfying the taste, preferences, and excavation of the consumer. To produce these types of products the marketing manager has to conduct the various type of survey and he should have t collect market information from various sources. By this method, the products can be produced which will satisfy the consumer needs. Social Orientation. This concept was during 1870-1890 during that period there is an understanding that the consumer need, and wants should be know first and matching the products accordingly this concept care, for consumer welfare like pollution free environment and quality of human life. Hence social welfare becomes added dimension.


37 | P a g e

Functions of marketing: The various marketing functions are 1. Functions of exchange 2. Buyer 3. Selling 4. Assembling 5. Functions & Physical supply 6. Transportation 7. Storing 8. Warehousing 9. Facilitating functions 10.Financing 11.Risk bearing 12.Market information 13.Standardization and grading.

Function of exchanging:

Buying: Buyer is the first step of marketing function. It is carried out by whose sellers, retailer manufactures etc, buying and selling are insupportable and both happen at same time, seller is the person who sells the product, and buyer gets the ownership of the product.

Assembling: Assembling is concerned with collection and contraction of goods of the same time from different source at a place for further moment.


38 | P a g e

Selling: Selling and buying are compliment to each other in business selling function is very important. The very objective of marketing to sell the product at a profit. it is defined as the personal and impersonal process of assigning persuading a perspective buyer to buy the commodity. its aim is to create and for a product and find buyers. However under competition selling function is more complicated.

Functions of physical supply:

Transportation:

Here the good, are transpired from the place of production to the place consumptio nproper arrangement of transportation of goods, to the market is important. The cost of transportation is justified by the creation of place utility.

Storage and warehouse:

It is another function which involve holding and preserving of good, between the time of productioin and the time of there are the goods


39 | P a g e

are preserved in order to carry from times of plenty to the time of scarcity. It helps consumer to purchase in small qualities as and when needed.

Facilitating functions: Financing: Money is essential for transfer of goods and from producers to buyers. Finance is needed for middlemen and finally consumer. There is a gap of period between purchase of raw materials and finished goods are also till the consumer purchases it. This waiting period by undertaking financial position giving loans without credit. Goods move very slowly to the market and supply would be unpredictable. Hence the credit is the lubricant that facilitate, marketing operation.

Risk Bearing: Here the risk means possible of lose and it happens due to unexpected happening F.E. : Goods may lost, destroyed, destroyed by fire, water, floods, earthquake etc., lose may also occur due to price fluctuations, changed in demand, bad debits sometimes, the government policy may also be the reason for business lose.

Market information Accurate information is essential for marketing success.

A

businessman should have the knowledge of market conditions to make plans and policies.

Information even helps to solve many marketing


40 | P a g e

problems. However the information should be accurate, adequate, and complete and up to date for any decision.

Standardizations and grading: Standardizations means establishment of certain standard, based on the physical property of the product, standard, are set up by giving colour, size, shape, taste, strength, weight etc, hence the standard indicate an idea of uniformity. Short outing the goods according are the established standard and classifying them to different groups cons states grading helps in identifying the quality of the products. E.g.: Various types of cements are having their grades which insists the quality and performance of the cement which construction process..

CHAPTER-7

CONSUEMR BEHAVOUR TOWARDS TWHO WHEELERS

•

Importance

•

Consumer behavior

•

Determinant of buyer behaviors, internal factors

•

Psychographics

•

Conclusions


41 | P a g e

Importance:

The importance of the consumer in our economic society has long been recognized, economics theories for more than a country have emphasized the fundamental proposition that economic endeavor is built round the production of goods and service for the satisfaction of human wants. A mutuality of interest has been recognized between consumer and producers; one can exist without the other. Many business concern have, therefore have giving greater thought to the stud of consumers needs and wants, preliminary to their production of goods, usable management understand of consumer behaviors to develop successful programmer can be obtained form behaviors survey. Consumer behavior towards two wheelers Consumer behavior is comparative a new field of study. It is the attempt to understand an predict human action is the buying role. It has assumed growing importance under market oriented or customer oriented marketing planning and management buyers market for many product and the growth of consumerism and consumer legislation since 1960 have created special interest in buyer behavior and the formulation of Acharya Tulsi National College of Commerce, Shimoga

42 | P a g e

marketing mixes to respond favourable buyer behavior in the market place. Buyer behaviour is defined as all psychological and physical behaviour of potential, customer as they become aware of evaluate, purchase consumer and tell other about “ Product and service” each element of this definition is important. Buyer behaviour involves both individuals (Psychological) process and group (social) Process.

Buyer behaviour is reflected with awareness right through past purchases evaluation indicating satisfaction or non satisfaction from purchase.

Buyer behavior includes communication, purchasing and consumption behavior.

Consumer behaviour is basically social in nature.

Hence social

environment plays an important role i shaping buyer behaviour.

Determinants of buyer behavior: Buyer behavior is a process consumer are subjected to various stimuli. The consumer mind is regarded as black box as we cannot see what is going on in his mind. He responded t stimulus or input and may purchase some products or service of interested to marketing management.

The model of behavior is a stimulus responds model.

Response may be division to purchase or not to purchaser. Under Systems of buyer behavior have


43 | P a g e

1. Inputs 2. Processing 3. Outputs 4. Feedback loop

Buyer behaviour is an orderly process where by the buyer interested with his or her in environment making a purchase decision on products.

Internal or individual factor or psychological factors.

a) Motivation b) Perception c) Learning d) Attitude e) Personality.

Socio-cultural factors a) Family b) Reference group c) Social class d) Culture

Environmental factor a) Economics b) Technological, legal and political factors


44 | P a g e

Buyer behaviour is also one of the important marketing stately. The output in form of buying a product is the object of the marketer. But this project is only a stud of consumer psychological behavior.

INTERNAL OR INDIVIUDUAL FACTORS PSYCHOLOGICAL FACTOR

a) MOTIVATION: When a person perceives & stimulus he or she or may not move to respond the each a stimulus.

Motivates acts as a

arriving force in the how toward purchase action. Motivation has direct cause and effect relationship motivation is the drive to act to move to obtain a good goal or an objective.

It is perception,

attitudes, personality traits and by outside influence such as culture and marketing effort motivation is buyer behavior is concern with the reason with the reason that interprets buyer to take certain action.

It suggest that the reason behind consumer action are

basically cognitive, but they involve a dynamic interact between the person and his or her social environment.

b) LEARNING:

All the things of buyer behaviour have been primarily based on learning model viz. stimulate response. Stimulation response learning theory is varying useful to modern marketers, learning Acharya Tulsi National College of Commerce, Shimoga

45 | P a g e

theory is central topic in the study of human behavior learning is defined as all changes in behaviour that results from previous experience and behaviour in similar situation. It refers to a change in behaviour or reasoning thinking information, processing and of curs perception.

Buying is erotically affected by the learning

experience of buyer.

c) ATTITUDE:

Social

psychologist

attitude

as

an

emotional

predisposition to respond positively or negatively to an object or class of object predisposition can be through categories of meaning stored in the memory of the person and it is based in previous experience previous posing the person to behave in a specific manner towards a certain object in the environment. Attitudes affect both perception and behavior. We change our attitude and belief slowly. For ex once a consumer developed a brand loyalty it is hard to change is attitude and belief towards brand is unbelievable to him. In general attitude is a state of mind a feeling. It indexes a pre disposition to behave is same way, attitude, are very important in explaining buyer behaviour.

D) PERSONALITY: In general perception and predisposition (attitude and beliefs) lead collectively to a constant response by the individual to environment. This consistent pattern of behaviour is termed as personality. Personality is a complete psychological concept. The primary feature is self concept to Acharya Tulsi National College of Commerce, Shimoga

46 | P a g e

new person sees himself and how he believes others to see him as a particular time.

PSYCHOGRAPHICS: Psychographics are life time marketing a new technique for analyzing and predicting consumer behaviour.

A life style is a

technological way of living in a dynamic society. It measures people action in term of psychological factor combined with demographic factors. It is good combination of demographics & psychological factors determining consumer behaviour, activities, interest, opinion, statements, combined with chemo rat factors (Age sex, education, occupation, income) offers marketers life style dimensions. A profit of consumer based on life style can give a adequate portrayal of consumer as human beings the whole number model behaviour psychologist or life style of people tell us how people spend their money what are their opinion of social and political issue. In easier days most of the people looking for two wheeler with the above 150 cc engines. Now as the cost fuel is increasing drastically more and more consumer, experia moderns prefers 100cc vehicle for the speed and other reason some other prefers four wheelers for the comfort. CONCLUSIONS: The psychology of consumer towards two wheelers is: a) Luxurious b) Costly Acharya Tulsi National College of Commerce, Shimoga

47 | P a g e

c) Inadequate fund d) Necessity.

The necessity of the two wheeler scores over the other 3 points for the dynamics society two wheelers are considered to be luxury. For the benefit of consumer who are not having ad3quate fund, companies, have proposed hire purchase scheme, with the rapid growth of finance companies instability of finance at a very competitive terms have become popular and on average of 30 to 40 percent of the potential buyer apt for this facility


48 | P a g e

CHAPTER-8

ANALYSIS OF STUD OF CONSUEMR ATTITUDE

•

Occupation

•

Respond age group

•

Educational qualification of the respond

•

Different brands of vehicles possessed by the respondent

•

Income of the respondent’s

•

Source of vehicles information

•

Opinion about Honda unicorn

•

Facilities expected from dealers

Analysis Study of Consumer Attitudes

In case of studies of consumer behaviour the respondent play vital role.


49 | P a g e

To find out the consumer attitude towards two wheelers that is motorbike a survey was conducted in Shimoga City. Among them there is a great need for two-wheeler Almost every family owns one. If not they are planning to purchase one. As for t twowheeler concern there are is dealer in the city. In case of the stud of the consumer behavior the responded plays a vital role.

Individual and group who satisfied their needs by obtain

products and value from enterprises evolved in the manufactory of such products or provision of such service are called consumers.

In this

chapter we have analyzed the data of respondent. This would necessitate obtaining the accurate demographic sealing technique was made up of for this survey and the number of respondent chosen was so.

Occupation: Occupation refers to kinds of work, which an individual become completely engaged.

It also devolves the habitual employment,

profession, craft or trade of an individual. It is an Instruction of lively wood and an essential factor in a society. In our study the occupation of the respondents has been classified into 5 categories as shown in the following table.


50 | P a g e

TABLE-1

Classification of respondents

Sl. No.

Occupation

No

of Percentage

1

Government

Respondents 10

20

2 3 4

employee Business Student Any other Total

15 15 03 50

30 30 06 100

Respondents of age group:

The following table reveals the specification of respondents according to their age.


51 | P a g e

TABLE-2

Classification of respondents based on age

Sl. No.

Age group (in No

1 2 3 4

year) 18-25 25-30 30-40 40 and Above Total

Respondents 15 15 10 10 50

of Percentage 30 30 20 20 100

This table indicates the age group of respondent out of which 80% of respondent belongs to 18-25 group 15% of respondents belongs to 25-30 group, 10% them belongs to 30-35 group and remaining to 10 percent belongs 10 the group 35 and above.

Education qualification of respondent:

The qualification of respondents has been classified in to 5 categories as shown in the following table


52 | P a g e

Chart Showing Classification of respondents based on age


53 | P a g e

TABLE-3

Classification of respondents on educational qualification

Sl. No.

Education (level) No

1 2 3 4

of Percentage


PUC Under graduate Post graduate Others Total

10 20 20 10 100

TABLE-3 Indicates the educational level of respondents. 10% are ducted unto PUC and 20% are under graduate and 40 percent are educated unto degree and 20 percent are educate unto post graduation and 10 percent have other qualification

DIFFEENT

BRANDS

OF

VEHICLES

POSSESSED

BY

THE

RESPONDENT


54 | P a g e

TABLE-4

OWNERS OF DIFFERENT BRAND OF VEHICLES

Sl. No. 1 2 3 4

Different Brand

No

Mon TVS Bajaj Other Brands Total

Respondents 23 14 05 03 05 50

of Percentage 46 28 10 06 10 100

Income Of The Respondent

Family income is considered to be one of the main determinants of thon social and economical position. The status social of individual different account of income variation within the same occupation.

It is the income that reflects the standard of living in a

soceity. The following table presents monthly income of the respondent. TABLE-5

Classification of Respondent based on Income

Sl. No.

INCOME

No

1 2 3 4

GROUPS 30000-50000 50000-70000 70000-900000 Above 90000

Respondents 15 10 20 05


of Percentage 30 20 40 10

55 | P a g e

Total

50

100

TABLE-5 Indicates the income groups of respondents the total respondent 30% belongs to the income group of Rs. 30000-500000., 20 percent belongs to the income group of above Rs. 500000-700000, 40 percent belongs to the income group of above Rs. 700000-90000 and the remaining 10 percentage belongs to the income group of above Rs. 90000.

Sources of Vehicle Information

The number of source gathering the information about the product or model by the prospective buyer, the degree of the impact of these sources of information and buyer purchase decision making is illustrated in table 6.


56 | P a g e

TABLE-6 SOURCES OF INFORMATION ABOUT THE VEHICLES

Sl. No. 1 2 3 4

Friends

No

Friends observation Advertisement Any other Total



TABLE-6 Clearly indicates that the sources of information is large by a observation factor which amounts to 30 percent, other influencing factor ID through friends i.e. 30 percent of the respondent have chosen it, 20 percent of respondent have come to know about this vehicle by watching advertisement and remaining 20 percent of respondent choose this vehicle by other sources.


57 | P a g e

TABLE-7

OPINION ABOUT HONDA UNICORN Sl. No. 1 2 3 4

OPINION

No

EXCELLENT GOOD NOT BAD INEFRCTIVE Total




58 | P a g e

TABLE-8

FACIILTIES EXPECTED FROM DEALERS Sl. No.

After sale service No

1 2

Respondents After sale service 20 periodic 10

40 20

3

checking Installment

08

16

facility Guarantee Any other Total

10 02 50

20 04 100

4 5

of Percentage

According 10 to above table 40 percent of respondent feel that an after sale service is essential, 20 percentage of respondent feel that periodic checking is important. 16 percent of the respondent feel that installment facility is important, 20 percent of the respondent feel that guarantee is important, 04 percent of the respondents, go to other facilities.


59 | P a g e


60 | P a g e


61 | P a g e


62 | P a g e

CHAPTER-9

SURVEY FINDING, SUGGESTION AND CONCLUSION

Summary of Survey analysis

General suggestions

Conclusion


63 | P a g e

Summary of the Survey analysis:

After the survey was conducted the following conclusion were drawn. Among 50% respondent 90% were owner of two wheelers and rest of the respondents, were still willing to purchase a bike among than again majority of them preferred HONDA CB UNICORN not because of its easy availability or style, off course this may be part of the reason, but the actual reason was because of its, quality, performance, looking and durability.

50 While considering the overall point most of them

found

HONDA CB UNICORN is worth for its price. The consumer were much satisfied with their purchase of UNICORN and these who willing to buy it would also prefer the UNICORN.

More than 70% of the respondent ops for a more fuel efficient bike. Now a day since cost of the fuel very high even though UNICORN is fuel efficient, but still some customers have expressed that the mnileage is good.

From survey it is also learn that advertisement as a media is not enough to know about the model more demonstration about the product should be given.

And most of the customer are satisfied with their dealer service even though some respondent have expressed their dissatisfaction about


64 | P a g e

their dealers, but for as Sandesh Motor is concerned most of the customer are satisfied with their services.


65 | P a g e

Most of the consumer gives more preference to the style and customers are satisfied with their dealers but they want guarantee of the product and guarantee of dealer service. Every one prefers for two wheelers or bike for necessary.

SUGGESTIONS IN GENERAL:

To after accessories at discount price to customer. At present customer buy spares from the local market because they are low priced, but customer forget that these spares part are not equivalent qualitative to those which are sold by authorized dealer

To conduct free service camp and to give discount for the spare parts purchase during that period, manufacture should conduct free service at least once in year at the dealer point and these service campuses should be supervised by the company service engineers.

To maintain the quality where of the manufactures fail when they look more turnover or when their product is having a good demand in the market. Once a manufacturer gets a top position in the market many of them fail to maintain the quality of the model. This should be avoided so that they can maintain and improve their turnover.

The dealer should improve the display of two wheeler in their show room so that customer will be attracted towards the dealer should light the advantages of the model when compared to other models. Acharya Tulsi National College of Commerce, Shimoga

66 | P a g e

To insist the dealer through out the country to use a particular colour for their building and also a particular pattern and size for their


67 | P a g e

Names and emblems of the company through which a customer can identify the UNICXORN dealer without any difficulty.

To improve advertising the strategy in the media most of the customer buys their two wheelers after having a complete knowledge of the model.

So the advertisement should give all the particulars, about te model regarding to cost factors, special feature and other specification.

CONCLUSION:

Dealer’s feet that at there is good supply of two wheelers but dealer feel that the supply should be stream lined so as to meet the customer demand. Because if the supply is delayed the customer may choose other brand. There by there is a lose to the dealer and to the company. The dealer feels that there should be adequate supply of models with different colour to meet the customers’ choice.

Company should give incentive for record sale done by the dealers so that they are interested to do more sale and also they can earn more profit.

Dealers feel that there should be proper supply of spare parts and there should be more margins for them. So that they can give discount to the customer and with the help of the discount they can complete i


68 | P a g e

n local market. And it is preferable to give credit facilitate for the spare parts purchased.


69 | P a g e

Companies’ service engineers should visit their dealer at least twice in month so that the customer can have a direct contact with them and the customer can know betters about their vehicle. It is preferable to have a service team for each area or region.

The government should reduce the tax on both vehicle and spare parts so that they are available to the customer at the economical rate. Because of higher tax customer prefer to buy the spare parts at local market. There by dealer loses the sales and also customer gets a low quality spare parts. Government should make uniform tax policy throughout the country, so that there will not be any price difference. Dealers want their company to maintain the highest quality against lowest price so that the customer will be benefited. Since the dealer investing a lot of money if the product does not give any satisfactory results the customer loses faith with dealer and the company.

CHAPTER-10

ANNEXURE

QUESTIONNAIRE

BIBLIOGRAPHY


70 | P a g e

CONSUMER QUESTIONNAIRE

1. Name

:

2. Address

:

3. Sex

: a) male ( )

4. Age gorup :

a) 18-25 ( )

b) Female ( )

b) 25-30 ( )

c) 30-35 ( )

`

d) 35-above ( )

5. Educaitonal Qualification :

a) PUC

()

b) Graduate

( )

c) Under graduate

( )

d) Post Graduate

( )

e) Any Others

6. Occupation

( )

a) Government b) Private

( )

( )

c) Business

( )

d) Profession

( )

e) Agriculture

()

f) Student

()


71 | P a g e

7. Income group (Per Annum)

a) 30,000-50,000 ( ) b) 50000-70000 ( ) c) 70000-90000 ( ) d) 90000-12000 ( ) e) 12000

8. Do you have a Credit card

a) Yes ( ) b) No

9. If Yes name the brand

( )

( )

a) Honda ( ) b) Yamaha ( ) c) TVS

()

d) Bajaj

()

e) Hero

()

f) Any other ( )

10. If no are you willing to purchase a) Yes ( )

b) No ( )

11. Which Brand would you select : a) Honda ( ) b) Yamaha ( ) c) TVS ( ) d)Hero e)

() ()

f) g0 Any Other ( )


72 | P a g e

12. In case the vehicle you have was not in the market then which vehicle would you like to buy?

14. Year of Purchase

15. Factor you observe while selecting the vehicle rank them in order of your performanc.e a) Price ( ) b) Appearance ( ) c) Technology ( ) d) Durability ( ) e) Quality ( ) f) Mileage ( ) g) Color 9 ) h) Reserve ( ) I) Less Repair ( )

16. Have you Heard of “HONDA UNICORN” 1) Yes

()

2) No ( )

17. If Yes How? a) Friends b) Observation c0 Advertisement ( ) Acharya Tulsi National College of Commerce, Shimoga

73 | P a g e

d) Showroom visit ( ) e) Any Other service ( )

18. Type of Purchase a) Cash b) Loan

19. What is your opinion about HONDA UNICORN a) Excellent ( ) b) Good

( )

c) Not Bad

( )

d) Infective

()

20. What facility do you expect form your dealer? a) After Sales service ( ) b) Periodic checking ( ) c) Installemnt facility ( ) d) guarantee

()

e) Any other ( )

21 Are you satisfied with your dealer service. a) Yes

b) No ( )

22. If no what are the factors? Acharya Tulsi National College of Commerce, Shimoga

74 | P a g e

Ravi Honda Unicorn

Recommend Documents