A

WINTER PROJECT REPORT

ON

CONSUMER BEHAVIOR TOWARD HONDA UNICORN

IN SURAT

Submitted By:

PRAJAPATI BIJAL

(13BBA083)

Guided By:

Dr. GOVIND DHINAIYA

BBA PROGRAMME

(Year 2015-2016)

SHREE J. D. GABANI COMMERCE COLLEGE &

SHREE SWAMI ATMANAND SARASWATI COLLEGE
OF MANAGEMENT, SURAT
 CERTIFICATE

This is to certify that the winter report has been prepared by Prajapati Bijal
(13BBA083), under my guidance and supervision. This project embodied the
result of her work and is of standard expected from a candidate for the
degree of BBA.

The report submitted toward the partial fulfilment for the degree of BBA
has been found satisfactory.

Name of Principal Name of the Guide

Dr. P R Patel Dr.Govind Dhinaiya

Date:

Place: surat

I
 DECLARATION

I hereby declare that this winter project report submitted to Shree J.D.G
Commerce College & S.A.S College of management, surat, in the
fulfilment of the requirement of BBA (Bachelor of Business
Administration) degree. The project is result of my own work carried out
during December-January 2016.

This project report is entirely an outcome of my own effort and has not
been previously submitted to any other university or institute for any
other examination and for any other purpose by any other person.

Date: Prajapati Bijal. P

Place: 13BBA083

II
 ACKNOWLEDGEMENT

I am Prajapati Bijal the student of shree J.D.G Commerce College &

S.A.S College of management introduces my winter training report. I had
selected Research Topic “Consumer behaviour toward Honda unicorn
in surat.”

I would like to thanks to my friends helps to me the preparation of entire

my project report. And also thanks to VEER NARMAD SOUTH GUJARAT
UNIVERSITY to admit winter training in BBA program.

I am also thankful to Dr. Govind Dhinaiya for constant support and

encouragement as well as the valuable guidance 7 directions to me
during the preparation of entire my project report.

I want to special thank to Dr. P.R. Patel principal of our college and also
thank to Dr.Govind Dhinaiya for his guidance and coordination to me.

Finally, it‟s my most duty to thanks all my respondents who helped me to

complete my work, without their co-operation these project would not
have been possible.

III
 EXECUTIVE SUMMARY

Firstly, I have included certain things like industry details, Company

details like history of Automobile industry. It is one of the fastest growing
industries in the world.

The objective behind preparing the report has been mentioned in brief
and the main objective is to study “consumer behaviour toward Honda
unicorn in surat.”

There are certain limitation of the project report like shortage of time,
given for conducting the market survey is limited and the limitation of
response decreased.

The descriptive research design is use in my project. It covers the buying

guide for Automobile service providers. I have user rank in open ended
and close ended question. So, that respondent does not find it boring
information is collected by conducting personal visit of 200 respondents.

The report includes seven chapters.

The first chapter is industry profile. It includes industrial detail and

major players of the industry.

The second chapter is company profile. It includes information and

overview of various Automobile service providers.

The third chapter is literature review. Literature review explains previous

study on service provided by the Automobile service provider. It also
explains the previous study about the consumer behaviour toward Honda
unicorn in surat.

The forth chapter is research methodology. Research methodology

provides information about the sample size, sampling design, sampling
unit; research instrument used problem statement, research objective,
research design, data collection methods and limitation of the study.

IV
The fifth chapter is data analysis. In it all collected information are
analysed through Ms Excel and Ms Word, and all the collected
information is shown through bar chart.

The sixth chapter is findings. The outcome of the each data is mention
under this heading.

The seventh chapter is conclusion. In conclusion mention the overview of

study. In this, the most of respondents are using the various Automobile
service providers. So service provider should over come one‟s
competition. So, it leads to adding new features, scheme, and periodical
offers to their service.

V
 TABLE OF CONTENT

SR NO. TOPIC PAGE NO.

TITLE PAGE

COLLEGE CERTIFICATE I

DECLARATION II

ACKNOWLEDGEMENT III

EXECUTIVE SUMMARY IV

1 INTRODUCTION O1

2 COMPANY PROFILE O7

3 LITERATURE REVIEW 12

4 RESEARCH METHODOLOGY 15

5 DATA ANALYSIS 17

6 FINDINGS 41

7 CONCLUSION 42

BIBLIOGRAPHY

ANNEXURE

VI
INDUSTRY PROFILE
Introduction

The Indian auto industry is one of the largest in the world with an annual
production of 23.37 million vehicles in FY 2014-15, following a growth of
8.68 per cent over the last year.

The automobile industry accounts for 7.1 per cent of the country's gross
domestic product (GDP).

The Two Wheelers segment with 81 per cent market share is the leader of
the Indian Automobile market owing to a growing middle class and a
young population. Moreover, the growing interest of the companies in
exploring the rural markets further aided the growth of the sector. The
overall Passenger Vehicle (PV) segment has 13 per cent market share.

India is also a prominent auto exporter and has strong export growth
expectations for the near future. In FY 2014-15, automobile exports grew
by 15 per cent over the last year. In addition, several initiatives by the
Government of India and the major automobile players in the Indian
market are expected to make India a leader in the Two Wheeler (2W) and
Four Wheeler (4W) market in the world by 2020.

History:
The motors on mini bikes, scooters, and mopeds, or
motorized velocipedes, are usually air-cooled and
range from 25 to 250 cubic cm (1.5 to 15 cubic
inches) in displacement; the multiple-cylinder
motorcycles have displacements of more than 1300 cubic cm.

The automobile was the reply to the 19th-century dream of self-

propelling the horse-drawn carriage. Similarly, the invention of the
motorcycle created the self-propelled bicycle. The first commercial design

1
was a three-wheeler built by Edward Butler in Great Britain in 1884.
This employed a horizontal single-cylinder gasoline engine mounted
between two steerable front wheels and connected by adrive chain to the
rear wheel.

The 1900s saw the conversion of many bicycles, or pedal cycles by

adding small, centrally mounted spark ignition engines. There was then
felt the need for reliable constructions. This led to road trial tests and
competition between manufacturers. Tourist Trophy (TT) races were held
on the Isle of Man in 1907 as reliability or endurance races. Such were
the proving ground for many new ideas from early two-stroke-cycle
designs to supercharged, multivalve engines mounted on aerodynamic,
carbon-fibre reinforced bodywork.

INVENTIONS

Two-wheelers owe their descent to the "safety"

bicycle, i.e., bicycles with front and rear wheels
of the same size, with a pedal crank mechanism
to drive the rear wheel. Those bicycles, in turn
descended from high-wheel bicycles. The high-wheelers descended from
an early type of pushbike, without pedals, propelled by the rider's feet
pushing against the ground. These appeared around 1800, used iron-
banded wagon wheels, and were called "bone-crushers," both for their
jarring ride, and their tendency to toss their riders.

Gottlieb Daimler (who later teamed up with Karl Benz to form the
Daimler-Benz Corporation) is credited with building the first motorcycle
in 1885, one wheel in the front and one in the back, although it had a
smaller spring-loaded outrigger wheel on each side. It was constructed

2
mostly of wood, the wheels were of the iron-banded wooden-spooked
wagon-type, and it definitely had a "bone-crusher “chassis!

This two-wheeler was powered by a single-cylinder Otto-cycle engine, and

may have had a spray-type carburettor. (Wilhelm Maybes, Daimler's
assistant, was working on the invention of the spray carburettor at the
time). If two wheels with steam propulsion can be called a motorcycle,
then the first one may have been American.

ORIGIN OF SCOOTER

The first practical engines and motorcycles were

designed by the French and Belgians, followed by
British, German, Italian, and American makers.

The popularity of the vehicle grew, especially after 1910. During World
War I the motorcycle was used by all branches of the armed forces in
Europe, principally for dispatching. After the war it enjoyed a sport vogue
until the Great Depression began in 1929. After World War II a revival of
interest in motorcycles lasted into the late 20th century, with the vehicle
being used for high-sp0eed touring and support competitions.

The practice of attaching auxiliary engines to bicycles in Western Europe

and parts of the United States led to the development during the 1950s of
a new type of light motorcycle, the moped. Originating in Germany as a
50-cubic-centimetre machine with simple controls and low initial cost, it
was largely free of licensing and insurance regulations except in Great
Britain.

The more sophisticated motor scooter originated in Italy soon after World
War II, led by manufacture of a 125-cubic-centimetre model. Despite

3
strong competition from West Germany, France, Austria, and Britain, the
Italian scooters maintained the lead in the diminishing market. The
scooter has small wheels from 20 to 36 cm (8 to 14 inches) in diameter,
and the rider sits inside the frame. Power units are placed low and close
to the rear wheel, which is driven by bevel gearing or chain. Capacities
vary from 50 to 225 cubic cm, and four-speed gearing is common.

INITIAL HITS

The next really notable two-wheeler was the Millet

of 1892. It used a 5-cylinder engine built as the
hub of its rear wheel. The cylinders rotated with
the wheel, and its crankshaft constituted the
rear axle.

The first really successful production two-wheeler though, was the

Hildebrand &Wolfmueller, patented in Munich in 1894. It had a step-
through frame, with its fuel tank mounted on the down tube. The engine
was a parallel twin, mounted low on the frame, with its cylinders going
fore-and-aft. The connecting rods connected directly to a crank on the
rear axle, and instead of using heavy flywheels for energy storage
between cylinder-firing, it used a pair of stout elastic bands, one on each
side outboard of the cylinders, to help out on the compression strokes. It
was water-cooled, and had a water tank/radiator built into the top of the
rear fender.

In 1895, the French firm of De Dion-Button built an engine that was to

make the mass production and common use of motorcycles possible. It
was a small, light, high revving four-stroke single, and used battery-and-
coil ignition, doing away with the troublesome hot-tube. Bore and stroke
figures of 50mm by 70mm gave a displacement of 138cc. A total loss
lubrication system was employed to drip oil into the crankcase through a

4
metering valve, which then sloshed around to lubricate and cool
components before dumping it on the ground via a breather.

Market Size
The industry produced a total 14.25 million vehicles including PVs,
commercial vehicles (CVs), three wheelers (3W) and 2W in April-October
2015 as against 13.83 in April-October 2014, registering a marginal
growth of 3.07 per cent year-on-year.

The sales of PVs grew by 8.51 per cent in April-October 2015 over the
same period last year. The overall CVs segment registered a growth of
8.02 per cent in April-October 2015 as compared to same period last
year. Medium & Heavy Commercial Vehicles (M&HCVs) registered very
strong growth of 32.3 per cent while sales of Light Commercial Vehicles
(LCVs) reduced by 5.24 per cent during April-October 2015 year-on-year.
In April-October 2015, overall automobile exports grew by 5.78 per cent.
PVs, CVs, 3Ws and 2Ws registered growth of 6.34 per cent, 17.95 per
cent, 18.59 per cent and 3.22 per cent respectively in April-October 2015
over April- October 2014.

5
LEADERS AND PLAYERS

Bajaj Auto

TVS Motors

Yamaha Motors

Hero Moto crop

Suzuki Motors

Honda Motors

Royal Enfield

Kinetic

Mahindra Two Wheelers

6
COMPANY PROFILE
Introduction

Honda is the world‟s largest manufacturer of two Wheelers , Recognized

the world over as the symbol of Honda two wheelers , the „Wings‟ arrived
in India as Honda Motorcycle and Scooter India Pvt. Ltd. (HMSI ), a 100%
subsidiary of Honda Motor Company Ltd., Japan ,in 1999. Since its
establishment in 1999 at Manesar, District Gurgaon, Haryana, Honda
has lived up to its reputation of offering the highest quality at the most
reasonable price. Despite being one of the youngest players in the Indian
two-wheelers market, Honda has become the largest two wheeler
manufacturer as well as the second largest two-wheelers company in
India.

Honda is also the fastest growing company in country today. With a host
of facilities under its wings, the first factory of HMSI is spread over 52
acres including a covered area of about 100,000 sq. meters in Manesar,
District Gurgaon, Haryana with an annual capacity of 1.65 million units.
To meet the ever increasing demands of the products, Honda has started
operations of its second plant in Tapukara, District Alwar, Rajasthan.
Expanding to full operations , Honda production capacity has jumped
30% year on year to 2.8 million per annum in FY 12- 13.

Honda‟s third plant at Narsapura Industrial Area near Bengaluru,

Karnataka is equipped to manufacture 1.2 million units. Utilizing
production technologies refined at Manesar&Tapukara plants as starting
point, the 3rd plant is employed with state-of-the-art manufacturing,
automation and environment friendly technologies to deliver quality
products.

On October 16 2014, Honda announced the “World‟s largest only scooter

plant" at Vithalapur Gujarat. Fourth plant will become operational by
end of 2015 with annual capacity of 1.2 million units. The new plant will

7
employ approximately 3000 people within first 2 years of commercial
production and will entail INR 1,100 cores investment.

Honda Motor Company, Japan with its headquarters in Tokyo, has

manufacturing operations in 28 countries with 73 plants.

The company principal of Honda Worldwide is dedication to supplying

products of the highest quality yet at a reasonable price for worldwide
customer satisfaction.

It has 3 business divisions namely 2-wheelers, 4-wheelers and Power

Products. Apart from HMSI that manufactures 2-wheelers, the other
business divisions in India include Honda Cars India Limited (HCIL) and
Honda Siel Power Products Limited (HSPP).

Products and prices

1. CBR 250RSTD

Price: - around 164320 Rs.

Body Dimensions

 Length2032mm

 Width720mm

 Height1127mm

 Wheel base1367mm

 Ground clearance145mm

 Kerb weight163kg

 Fuel tank capacity 13L

8
2. CB HORNET 160R

Price: - around 80,000 Rs.

 Length 2041mm

 Width783mm

 Height1067mm

 Wheel Base1345mm

 Ground Clearance164mm

 Kerb Weight140(STD) /
142(CBS)

 Fuel Tank Capacity12.0L

3. CB HONDA UNICORN 160

Price:- 74000 Rs. around.

Body Dimensions

 Length2045mm
 Width757mm
 Height1060mm
 Wheel base1324mm
 Ground clearance150mm
 Kerb weight135kg
 Fuel tank capacity12L

4. CB SHINE SP

9
Price: - around 62000 Rs.

Body Dimensions

 Length2007mm

 Width762mm

 Height1085mm

 Wheel Base1266mm

 Ground Clearance160mm

 Kerb Weight124kg
(CBS Variant)

 Fuel tank capacity10.5 L

5. LIVO

Price:- 54000 Rs around.

Body Dimensions

 Length2020mm

 Width746mm

 Height1099mm

 Wheel base1285mm

 Ground clearance180mm

 Kerb weight111 kg(Disc)

 Fuel tank capacity8.5L

10
6. HONDA DREAM YUGA

Price:- 59000 Rs around.

 Length2022mm

 Width733mm

 Height1095mm

 Wheel base1285mm

 Ground clearance169mm

 Kerb weight108kg

 Fuel tank capacity8L

11
LITERATURE
REVIEW
Dr. Duggani Yuvaraju & Prof. S. DurgaRao (2015) study on a
Consumer behavior towards Honda Two Wheelers: A Case Study in
Tirupati. Objectives of study are to find out the customers satisfaction
level towards Honda bikes services and to find out the factors that
influence on customers, when they are purchasing Honda bikes. The
study is based on both primary and secondary data. Chi-square test,
percentage analysis used in study. It is concludes that Most of the
customers agree that Honda is best quality with reasonable price the
attitude 50% of customers towards price of Honda Bikes is reasonable.
But 10% of the customers are asking for improvement in the quality.

1. Dr. M.Sakthivel Murugan (2014) a study on Perception of Women

Consumers towards the Purchase Decision of Two Wheelers in India –
A Study With Reference to Metropolitan Cities. Objectives of this study
are to study the women consumers‟ awareness, preferences and
purchase decision of two wheelers in metro cities and to analyze the
influence of the demographic variables on the factors of purchase
decision of women two wheelers. The researcher used convenience
sampling method for collecting the data from the respondents. The
data was collected from the respondents who had two wheelers. It was
found that regions have strong influence on the preference, attitude,
decision making and satisfaction of women consumers towards two
wheelers in India. The variables like product performance tend to
influence the preference of women consumers. Also, in terms of
attitude, promotional schemes and utilitarian benefits play a
significant role in the Indian women consumers mind. When making a
two wheeler purchase decision, the personal factors and product
characteristics are important for women consumers in India.

2. Malar Mathi, K., Krishna Kumar, P and C. Saraswath (2013)a study

on consumer behavior towards hero Moto corp. in erode. Objective of
this study is to study on the costumer buying behavior towards Hero
Moto corp. Data collected from primary bases and collected data were

12
 analyzed with the help of simple percentage analysis, chi-square test
and weighted average. Statistical tools use. It is found majority of the
customer’s believe Hero product very much. There is a heavy demand
for a hero Honda motor cycle in the market, as well as their suppliers
has also drastically improved so as to meet the demand of the
customer. Some of the respondents are suggested to the style and
color, comfort of hero bikes.

3. DR. H. BALAKRISHNAN (2013) study on the future of hero motocorp:

a study on the customer behavior towards hero two wheeler after the
terminate on of hero Honda. The objective of the research is to study
the customer preference towards hero after the split of Honda. The
research method was to do a survey with random sample within the
Coimbatore city. We decided to use a questionnaire method with
closed end question. Also the survey was divided in to two part one for
the existing Honda customer other for the new customers of Hero. And
the new Hero customers are given an open ended questionnaire. The
results clearly show that Hero has got a lot of way to establish itself in
the market. Hero must consider launching vehicles like Pulsar and
Unicorn, FZ which mostly attract youth today. Only that passion
toward the brand will help them succeed and capture the market
share.

4. Dr. Ronald Mani & Mr. Debases Tripathy (2013) a study on

consumer behavior towards two wheeler bikes in context to Indian
market. Objective of this study is to study the consumer „opinion
regarding features. Data collected by primary and secondary based.
All these findings and conclusions are basically drawn from the
questionnaires, which are filled by the respondents in person. The
study concludes that Honda and Bajaj shows maximum satisfaction
whereas TVS remains last.

13
5. B. A. Abdul Karim, (2012) conducted the research on consumer
buying behavior of Two Wheelers in Tirunelveli City (Tamilnadu). The
objective was to study the brand preferences, brand loyalty and also to
analyze the factors that motivate the two-wheeler consumer‟s buying
behavior. The study reveals that the time gap between intuition and
actual purchase for the majority of sample consumer is less than one
month and Comfort & Convenience is the driving force for the
purchase of two-wheeler.

6. Akhtar Nawaz (2011) a study on buyer‟s buying behavior with special

reference to two wheeler bikes. Main objectives of this study are to
know the Basic consumer buying behavior and the reasons because of
which they switch from one company to another and To find out the
factor which are consumer consider before purchasing two wheeler
bikes. Multidimensional scaling (MDS) is a method for analyzing a
(similarity or dissimilarity) proximity matrix based on a set of
observations. The purpose of MDS is to model the proximity of
observations in order to represent them as accurately as possible in a
limited number of dimensions. It is concludes that the most of the
buyers are influenced by the mileage, maintenance cost, and price at
the purchasing of the two wheeler bikes. 120 buyersoutof 200 buyers
of bikes says that they are influenced by the mileage.

7. Dr.N.Chandrasekaran (2009) study on a Consumer Behavior and

Brand Preference towards Onida Television –An Empirical Study with
Reference to Karur, Tamilnadu. Investigated the wants of the
customer are carefully studied by conducting surveys on consumer
behavior. The study also helps to know various marketing variables
such as price and product features. This study will help gain
knowledge about the influence of consumer to prefer a particular
brand and the problems faced by them using such brands.

14
8. DR. K. MALLIKARJUNA REDDY study on a consumer‟s behavior
towards two-wheeler motor bikes. Objective of this study is to study
the behavioral factors of consumers in motor bikes and to analyze the
impact of behavioral factors of consumers on choosing particular
brand of motor bike. The primary data collected through
questionnaires. This study shows that Yamaha technology is
marginally superior compared to Hero Honda

15
 RESEARCH
METHODOLOGY
1.Need of the study:
 To know the change in demand pattern of the customer.
 It would help us understanding the changes in the requirements &
preferences.
 Study of perception act as a ladder to develop new product.

1. Problem Statement:
 A study on consumers‟ behavior towards Honda unicorn in
Surat.

2. Objectives of the study:

a) Primary Objective:
 To study on the consumers‟ behavior towards Honda unicorn.

b) Secondary Objective:

 To study the pre-purchase behavior of customer Honda unicorn in

Surat region.
 To study the post purchase behavior of customer of bike in Surat
region.
 To analyze the factors influencing the consumer buying behavior of
bike.

3. Research Design:
 In this study, descriptive research has been conducted.The
main purpose of descriptive research is to describe the state of
view as it exists at present.

4. Tools/technique for data collection:

a. Primary data:

16
 Research is totally based on primary data. Primary data has be
collected by interacting various people. The data used for the study
was collected through questionnaires.

b. Secondary data:
The researcher has been collected some secondary data as to
review literature, company profile, industry information that will be
available on internet, books and journals.

5. Sampling Design:
a) Sampling unit:
All people residing in surat. People existing &Potential customer
are our population.
b) Sample Size:
The sample size will be 200 respondents.
c) Sampling method:
The researcher selected samples according to the ease of access. So
non probability convenient sampling technique is used in this
study.

6. Tools for Data Analyse:

The researcher has use table and charts for data analysis. Because it
easily understandable for other.

7. Limitations of Survey:
 Possibility of error in data collection because many of respondents
may have not given actual answers of my questionnaire.
 The research is confined to a certain part of Surat.
 Samples size is limited to 200 only.

17
DATA ANALYSIS &
INTERPRETATION
 1. Have you heard about Honda unicorn?

Answer Respondents
Yes 176
No 24

200
180
160
140
120
100
80
60
40
20
0
Yes No

Interpretation

From the above chart and table it is seen that out of 200 respondents
there were 176 respondents heard about the Honda unicorn bike.

18
 2. If no what are reason for non-awareness?

Reason Respondents
Lack of Knowledge 2

Lack of advertisement 4

Lack of Availability 10

Other 8

12

10

0
Lack of Lack of Lack of Other
Knowledge advertisement Availability

Interpretation

From above chart out of 24 there 2 respondent were lack of knowledge

about Honda unicorn and 4 respondent were aware because of lack of
advertisement and 10 were aware because of lack of availability of
product and 8 weredid not know because of other many reasons,

19
 3. From which sources you come to know about Honda unicorn?

Sources Respondent
TV advertisement 20
Magazine 18
Radio 14
Road show 42
News paper 38
Friend and family 36
Other 8

45
40
35
30
25
20
15
10
5
0

Interpretation

Out of the responses obtained from survey 20 respondents said that they
became aware of the TV advertisement. and through the friends,18
respondents of the respondents are aware from the Magazine and
another 14 are aware of by the Radio. And 42 are aware by the road show
and 38 are aware by the news paper and 36 are aware by the friends and
family and only8 are aware by the other.

20
 4. From how long you are using Honda unicorn?

Respondents User
<1 year 34
1-2 year 64
2-3 year 49
> 3year 29

70

60

50

40

30

20

10

0
<1 year 1-2 year 2-3 year > 3year

Interpretation

From above chart interpreted out of 176 respondents, 34 respondents are

using bike from less than 1 year, 64 respondents are using bike from 1 to
2 year, 49 respondents are using bike from 2 to 3 year, and
29respondents are using bike from greater than 3 year.

21
 5. Are you knowing of all the features of Honda unicorn?

Features Respondents
Engine 45
Fuel efficiency 54
Pick up 70
Comfortable ride 42
Metal 51
Durability 42
Style 60
Other 22

80
70
60
50
40
30
20
10
0

Interpretation

From about chart interpreted that 45 respondent is knowing about the

engine of Honda unicorn,54 respondent is knowing about fuel efficiency,
70 respondents is knowing the pickup, 42 respondents is knowing the
comfortable ride, 51 respondents is knowing the metal, 42 respondents is
knowing the durability, 60 respondents knowing about the bike style,
and 22 respondents knowing about other thing of Honda unicorn.

22
 6. What is your opinion regarding overall performance of Honda
unicorn on road?

Performance Respondents
Very good 55
Poor 22
Good 38
Very poor 13
Average 47

60

50

40

30

20

10

0
Very good Poor Good Very poor Average

Interpretation

From above chart it is interpreted out of 176 respondents, 55

respondents said that very good of Honda unicorn on the road, and 22
respondents said that poor Performance, 38 respondents said good
Performance, 13 respondents said that very good Performance, 47
respondents said that average performance.

23
 7. Do you want any kind of up gradation in the unicorn in the
future?

Up gradation Respondents
Yes 108
No 68

120

100

80

60

40

20

0
Yes No

Interpretation

From above the chart 108 respondents said yes for up gradation, 68 said
no for any kind of up gradation in the unicorn in the future.

24
 8. Give rate the feature of Honda unicorn according to you ?

Price

Rate Respondents
Highly important 64
Important 42
Neutral 25
Neutral important 19
Highly neutral important 26

70

60

50

40

30

20

10

0
Highly Important Neutral Neutral Highly
important important neutral
important

Interpretation

From the above chart it is interpreted that out of 176 respondents, 64

respondents give highly important with price, 42 respondents give
important with price, 25 respondents give neutral with price, 19
respondents give neutral important with price, 26 respondents give
highly neutral important with price.

25
Colour

Rate Respondents
Highly important 32
Important 68
Neutral 42
Neutral important 20
Highly neutral 14
important

80

70

60

50

40

30

20

10

0
Highly Important Neutral Neutral Highly neutral
important important important

Interpretation

From the above chart it is interpreted that out of 176 respondents, 32

respondents give highly important with colour, 68 respondent give
important with colour, 42 respondents give neutral with colour,20
respondents give neutral important with colour ,14 respondents give
highly neutral important with colour.

26
STYLE

Rate Respondents
Highly important 46
Important 42
Neutral 48
Neutral 29
important
Highly neutral 10
important

60

50

40

30

20

10

0
Highly Important Neutral Neutral Highly neutral
important important important

Interpretation

From the above chart it is interpreted that out of 176 respondents, 46

respondents give highly important with style, 42 respondent give
important with style, 48 respondents give neutral with style,29
respondents give neutral important with style ,10 respondents give highly
neutral important with style.

27
Technology

Rate Respondents
Highly important 35
Important 45
Neutral 38
Neutral important 37
Highly neutral 21
important

50
45
40
35
30
25
20
15
10
5
0
Highly Important Neutral Neutral Highly
important important neutral
important

Interpretation

From the above chart it is interpreted that out of 176 respondents, 35

respondents give highly important with technology, 45 respondent give
important with technology, 38 respondents give neutral with
technology,37 respondents give neutral important with technology ,21
respondents give highly neutral important with technology.

28
Service

Rate Respondents
Highly important 30
Important 29
Neutral 60
Neutral 35
important
Highly neutral 22
important

70

60

50

40

30

20

10

0
Highly Important Neutral Neutral Highly
important important neutral
important

Interpretation

From the above chart it is interpreted that out of 176 respondents, 36

respondents give highly important with service, 29 respondent give
important with service, 60 respondents give neutral with service,35
respondents give neutral important with service ,22 respondents give
highly neutral important with service.

29
Brand name

Rate Respondents
Highly important 30
Important 29
Neutral 62
Neutral important 40
Highly neutral 15
important

70

60

50

40

30

20

10

0
Highly Important Neutral Neutral Highly
important important neutral
important

Interpretation

From the above chart it is interpreted that out of 176 respondents, 30

respondents give highly important with brand name,29 respondent give
important with brand name, 62 Respondentsgive neutral with, 40
respondents give neutral important with brand name , 15 respondents
give highly neutral important with brand name.

30
Mileage

Rate Respondents
Highly important 33
Important 45
Neutral 58
Neutral 23
important
Highly neutral 17
important

70

60

50

40

30

20

10

0
Highly Important Neutral Neutral Highly
important important neutral
important

Interpretation

From the above chart it is interpreted that out of 176 respondents, 33

respondents give highly important with mileage, 45 respondent give
important with milege,58 respondents give neutral with milege,58
respondents give neutral important with mileage ,17 respondents give
highly neutral important with mileage.

31
Pick up

Rate Respondents
Highly important 30
Important 40
Neutral 53
Neutral important 34
Highly neutral 19
important

60

50

40

30

20

10

0
Highly Important Neutral Neutral Highly
important important neutral
important

Interpretation

From the above chart it is interpreted that out of 176 respondents, 30

respondents give highly important with pick-up, 40 respondent give
important with pick up, 53 respondents give neutral with pick up,34
respondents give neutral important with pick up ,19 respondents give
highly neutral important with pick up.

32
Maintenance

Rate Respondents
Highly important 30
Important 39
Neutral 46
Neutral important 41
Highly neutral 20
important

50
45
40
35
30
25
20
15
10
5
0
Highly Important Neutral Neutral Highly
important important neutral
important

Interpretation

From the above chart it is interpreted that out of 176 respondents, 30

respondents give highly important with maintenance, 39 respondent v
important with maintenance, 48 respondents give neutral with
maintenance,41 respondents give neutral important with maintenance
,20 respondents give highly neutral important with maintenance.

33
Durability

Rate Respondents
Highly important 28
Important 42
Neutral 55
Neutral important 33
Highly neutral 18
important

60

50

40

30

20

10

0
Highly Important Neutral Neutral Highly
important important neutral
important

Interpretation

From the above chart it is interpreted that out of 176 respondents, 28

respondents give highly important with durability, 42 respondent give
important with durability, 55 respondents give neutral with durability,33
respondents give neutral important with durability ,18 respondents give
highly neutral important with durability.

34
Tuff-of tube

Rate Respondents
Highly important 22
Important 46
Neutral 52
Neutral important 38
Highly neutral 18
important

60

50

40

30

20

10

0
Highly Important Neutral Neutral Highly
important important neutral
important

Interpretation

From the above chart it is interpreted that out of 176 respondents, 22

respondents give highly important with tuff-up tube, 46 respondent give
important with tuff-up tube, 52 respondents give neutral with tuff-up
tube,38 respondents give neutral important with tuff-up tube ,18
respondents give highly neutral important with tuff-up tube.

35
Smooth engine

Rate Respondents
Highly important 30
Important 42
Neutral 60
Neutral 21
important
Highly neutral 23
important

70

60

50

40

30

20

10

0
Highly Important Neutral Neutral Highly
important important neutral
important

Interpretation

From the above chart it is interpreted that out of 176 respondents, 30

respondents give highly important with smooth engine, 42 respondent
give important with smooth engine, 60 respondents give neutral with
smooth engine,21 respondents give neutral important with smooth
engine ,23 respondents give highly neutral important with smooth
engine..

36
Maintenance free battery

Rate Respondents
Highly important 45
Important 38
Neutral 49
Neutral important 21
Highly neutral 23
important

60

50

40

30

20

10

0
Highly Important Neutral Neutral Highly
important important neutral
important

Interpretation

From the above chart it is interpreted that out of 176 respondents, 45

respondents give highly important with maintenance, 38 respondent give
important with maintenance, 49 respondents give neutral with
maintenance ,21 respondents give neutral important with maintenance
,23 respondents give highly neutral important with maintenance.

37
Gender of Respondents:

Gender Respondents
Male 200
Female 0

250

200

150

100

50

0
Male Female

Interpretation

The above table and chart shows those 200 male respondents and no one
female respondents.

38
Occupation

Particular Respondents
Professional 25
Own business 46
Student 37
Manufacturing 28
Service 62
Worker 2

70
60
50
40
30
20
10
0

Interpretation

The above chart it shows that out of 200 respondents, 25 respondent are
professional, 46 respondents have own business, 37 respondents are
student, 28 respondents are manufacturing, 62 respondents are service
person, 2 respondents are worker.

39
Family income

Income Respondents
5000 to 7500 25
7500 to 47
10500
10500 to 38
13500
13500 to 28
16500
above 17000 62

70

60

50

40

30

20

10

0
5000 to 7500 to 10500 to 13500 to above 17000
7500 10500 13500 16500

Interpretation

From the above chart it clearly shows out of 200 respondents.25

respondents have 5000 to 7500 ,47 respondents have income between
7500 to 10500 ,38 respondents have income between 10500 to 13500, 28
respondents have income 13500 to 16500 and 62 respondent earn
income 17000 above so this person are highly interested in Honda
unicorn.

40
Education

Education Respondents
Under 57
graduate
Post 43
graduate
Graduate 81
Other 19

90

80

70

60

50

40

30

20

10

0
Under graduate Post graduate Graduate Other

Interpretation

From the above chart shows that out of 200 respondents, 57 respondents
are under graduate , 43 respondents are post graduate , 81 respondents
are graduate,19 respondents have other degree in any filed.

41
FINDINGS
The results clearly show that Honda has got a lot of way to establish itself
in the market.

 Around 85% respondents are known about Honda unicorn.

 Mostly respondents are known about Honda unicorn by road show.
That shows positive market of Honda unicorn.
 30% respondents are using Honda unicorn from 2 year or more.
That shows durability of the Honda unicorn.
 Around 40% respondents are more attract from pick up and style
of Honda unicorn bike.
 More than 70% respondents satisfied with performance of Honda
unicorn on road.
 Respondents give highly important with price, style and services.
 It is choice of business man, service person and also it is attract
student by style.
 Higher income families are more attract to purchase Honda
unicorn.
 But 10% of the customers are asking for improvement in the
quality.

42
CONCLUSION
From the data analysis, it may conclude that Honda has largest publicity
in Surat city and also in India. It may conclude that all peoples are aware
about Honda unicorn except few peoples which are may be Uneducated.
Data analysis shows that market of Honda unicorn is highly positive.
Honda have impression in the customer‟s mind. Upper class and middle
class peoples are more attract from Honda unicorn and their features like
pick up, style and colour etc. Customers are satisfied with performance
of Honda unicorn on road. But few customers are asking for
improvement in the quality only.

43
BIBLIOGRAPHY
R.S.N Pillai Bagavathi , Modern Marketing Principles & practices,
Second Edition, S.Chand& Company Ltd., Ram nagar , New Delhi -1999.

Philip Kotler, Marketing Management, The Millennium Edition , Prentice

Hall of India Private Ltd. , New Delhi-2000.

Website:

WWW.Honda2Wheelersindia.com

WWW.HONDACBUNICORNDAZZLER.com

WWW.HONDA.COM
ANNEXURE
 QUESTIONNAIR

I am Bijal prajapati, a Management Student from SHREE J.D.G.& S.A.S

COLLEGE OF MGT. Conducting a study on “Consumer behavior
toward Honda unicorn in surat”. I would be grateful if you could
provide me with some of your valuable time to answer a few questions.
The views conveyed by you will be used for my academic purpose only.
1. Have you heard about Honda unicorn?
Yes No
If no what are reason for non awareness?
Lack of knowledge
Lack of advertisement
Lack of availability
Other

2. From which sources you come to known about Honda unicorn?

TV advertisement Magazine Radio
Road show News paper Friend and
Family
Other

3. From how long you are using about Honda unicorn?

< 1 year
1-2 year
2-3 year
>3 year

4. Are you knowing of all the features of Honda unicorn?

Engine metal
Fuel efficiency Durability
Pick up style
Comfortable ride other
 5. What is your opinion regarding overall performance of Honda
unicorn on road?
Very good Poor Good Very poor Average

6. Do you want any kind of up gradation in the unicorn in the

future?
Yes No

7. Give rate the feature of Honda unicorn according to you?

(1=highly-important,2=important,3=Neutral,4=Neutral-
important,5=highly-neutralimportant)
Parameters 1 2 3 4 5
Price
Color
Style
Technology
Service
Brand name
Mileage
Pick up
Maintenance
Durability
Tuff-up tube
Smooth engine
Maintenance free
battery

Personal information
Name:
Mobile no.
Gender: Male Female
Age: 16 to 20 21 to 25
26 to 30 31 to 35
More than 36
Occupation:
Professional Own business
Student Manufacturing
Service Worker
Other
Family income
5000 to 7500 10500 to 13500 Above17000
7500 to 10500 13500 to 16500
Education
Under graduate Graduate
Post graduate others