Study on consumer buying behavior of Honda CB Unicorn

Submitted by

Mr. Hari.L.Krishna
2nd Semester MBA Department of Business Administration College of Engineering Thiruvananthapuram Date: 29/05/2012

Department of Business Administration College of Engineering Thiruvananthapuram Under the guidance of J.S.Dhanya Assistant Professor Department of Business Administration College of Engineering Thiruvananthapuram

ACKNOWLEDGEMENT

Concentration, dedication, hard work and application are essential but not the only factor to achieve the desired goal. Those must be supplemented by the guidance assistance and cooperation of experts to make it success. I am extremely grateful to my institute for providing me the opportunity to undertake this research project in the prestigious field. With profound pleasure, I extend my extreme sincere sense of gratitude and indebtedness to Dr. K. Gopalakrishanan Nair for extensive and valuable guidance that was always available to me ungrudgingly and instantly, which help me complete my project without difficulty. I express my deep and sincere gratitude to Mr. Abhilash (Sales Executive of EVM Honda) for providing me firsthand knowledge. I am thankful to all of my friends and batch mates for their help in completing this project work. Finally, I am thankful to my entire family members for their great support and encouragement.

HARI.L.KRISHNA

Contents
1. Title of the Proposed Research Study: ....................................................................... 4 2. Introduction for the Proposed Study: ......................................................................... 5 Two Wheeler Auto Mobiles Introduction ................................................................ 5 Introduction to Honda Unicorn .................................................................................. 7 3. Review of Literature: ................................................................................................. 9 Automotive industry in India ................................................................................... 12 4. Statement of the Problem: ........................................................................................ 16 5. Objectives: ............................................................................................................... 17 6. Methodology: ........................................................................................................... 17 Data Analysis and Interpretation ................................................................................. 20 Findings........................................................................................................................ 23 Methods To Improve.................................................................................................... 25 7. Pilot Study:............................................................................................................... 26 8. Limitations of the study: .......................................................................................... 27 9. Significance of the Study: ........................................................................................ 27 Bibliography: ............................................................................................................... 28

1. Title of the Proposed Research Study:

Study on consumer buying behavior of Honda CB Unicorn

2. Introduction for the Proposed Study: Two Wheeler Auto Mobiles Introduction
Throughout the centuries man has striven to expand his capabilities through the use of machine. His ever inventive mind has constantly devised ways to use tool to increase his abilities to explore the world around him. To go faster, deeper, higher and further than before was it. Coupled with his need to find new thrills, new adventures and new modes of transportation, the invention refinement of the motorcycle seems an inevitable outcome. It would seem that Michelangelo conceived of the bicycle as early 14th century. And his drawing shows a remarkable resemblance to he modern day bike. It had wheels of similar size and even pedals and chain. Albeit made without any apparent means of steering. Through never built, it was a remarkably clever design, and early bicycle makers would have done well to study his concepts, there have, in fact been 4 machines built based on his drawing, attesting to the viability of his design. It wasnt until 1869 that the first serious attempts were made to produce motor driven bicycles. These very first were powered by steam, and driven by leather belts or as in the case of the roper steam velocipede of 1869 by a system of levers attached to a crank on the driven wheel. In 1885 the Daimler, Europe this is consider by many as the first true motorcycle or motor bicycle, as it was the first to employ an internal combustion engine and was designed from the ground up to be motor powered. Designed by gottlibe Daimler it was powered by an Otto cycle engine 7 producing about horse powers. Note this design again employed wooden wheels and Daimler dropped the twist grip controls from his 1877 design in favor of leavers on the frame. In 1894, Hildebrand and Wolfmuller, France Worlds produce first motorcycle. It came with a 1428 cc water cooled four-stroke motor producing 2.5 bhp. And speed of 25 mph.

In 1898 orient-Aster, USA the American made production motorcycle was this entry built by the Metz Company, in Waltham, mass, it used an aster engine that was a French copy of the Metz Company, in Waltham, mass. Introduction of India Two wheelers Company Bikes or two wheelers in India cater to various needs of the consumers. With the choice of the Indians improving from bicycles to two wheelers, the Indian twowheeler market has seen a significant growth over the years. Now owing a bike has become a must for most Indians. Even if people own a car they prefer to have a bike as it is very economical and fuel efficient. With the growth in the economy the demand for two wheelers is increasing over the years. It is one of the most dynamic industries today and with the increasing competition companies are bringing in new products with sophisticated technologies and innovative features to capture a major pie of the Indian market and its the consumer who is benefited from it.. With the availability of reduced consumer loans and high disposable income the Indian two-wheeler industry has perceived an exceptional growth over the past few years thereby making India the second largest market for two wheelers in the world only after China. The motorcycle has now become one most popular mode of transportation among the Indian middle class families because of it is cost effective, economical and easy to navigate through the traffic. 8 Moreover, the people have started preferring bikes instead of scooters and mopeds and today bikes form a major part of the Indian two wheelers. Indian companies are one of the largest two wheeler manufacturers in the world. The number one bike manufacturer in the world, Hero Honda is in close competition with the Indian manufacturer Bajaj India. The motorcycle industry in India has witnessed a tremendous change in the 90s with the invention of 4 stroke engine which makes the bikes more fuel efficient.

Further companies are trying to bring in more innovations to make the motorcycle ride more comfortable, safe and user friendly and economical. In a nut shell the followings factors can be distinguished for the growth of motorcycle industry in India: eap consumer loans

system. omic and fuelefficient.

Introduction to Honda Unicorn

The Honda Unicorn is a motorcycle developed by Honda Motorcycle & Scooter India (HMSI) and introduced in 2005. It was the first motorcycle in India to feature a mono-shock. The motorcycle was built and designed by the Honda R&D team based in Osaka, Japan. It was internally called the CBF150M. The engine was taken from CRF150F post 2005 engine. The previous version of CRF150F was the old CBZ classic. The design of the bike was done keeping in mind Indian road conditions. Many new features were incorporated, including a two-way air jacket, diamond frame, and an engine producing a torque of 12.8 Nm at a relatively low 5500 RPM for better fuel economy. The first version of the bike featured spoke wheels and kick start only. Honda claimed the Unicorn accelerated from 0 to 60 km/h (0 to 37 mph) in 5 seconds and had a top speed of 101 km/h (63 mph). India Business Insight reported acceleration of 0 to 60 km/h (0 to 37 mph) in 5.285.86 seconds, and a top speed of 114 km/h (71 mph).

Honda released the second version to compete with the Bajaj Pulsar and the TVS Apache. Changes included alloy wheels, powder coated engine with a polished head, electric starter, new graphics, clear lens indicator lamps, a trip meter, and a slightly smaller rear grab rail. Few performance changes included minor changes in Cylinder head, Overhead valve, ignition remap and a rear sprocket increase of one tooth, which resulted in increased acceleration at the expense of reduced top speed. The air filter was changed from a dry paper to oil coated to better suit dusty conditions and a new airflow screw in carburetor. A limited Moto GP "Unicorn Grand Prix" edition had the guise of a Repsol Honda RC211V. HMSI sold 720,000 Unicorns in 2007. Prices in 2007 ranged from 50,000 to 59,500 Indian rupees depending on trim. The Unicorn overtook the Bajaj Pulsar to rank highest in its category, the premium segment, in the 2005 Motorcycle Total Customer Satisfaction (MTCS) survey of 7,000 customers conducted by the TNS specialist division, TNS Automotive. Even though the brand became popular the company released another product named CB dazzler 150cc.But it was a huge flop, because the company didnt analyze the consumer behavior and in such a manner that Honda had to apply some de-marketing techniques. The booking for Honda Unicorn proliferated in a daily basis and the Dazzler became the inventory. The study aims to find why customers are attracted to the Honda products and the 150cc bike lovers are sticking to CB Unicorn than Dazzler. In general Study on consumer buying behavior of Honda CB Unicorn.

3. Review of Literature:
Consumer behaviour is the study of when, why, how, and where people do or do not buy a product. It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups. It studies characteristics of individual consumers such as demographics and behavioural variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general. Customer behaviour study is based on consumer buying behaviour, with the customer playing the three distinct roles of user, payer and buyer. Research has shown that consumer behavior is difficult to predict, even for experts in the field. Relationship marketing is an influential asset for customer behaviour analysis as it has a keen interest in the re-discovery of the true meaning of marketing through the re-affirmation of the importance of the customer or buyer. A greater importance is also placed on consumer retention, customer relationship management, personalization, customization and one-toone marketing. Social functions can be categorized into social choice and welfare functions. Each method for vote counting is assumed as social function but if Arrows possibility theorem is used for a social function, social welfare function is achieved. Some specifications of the social functions are decisiveness, neutrality, anonymity, monotonicity, unanimity, homogeneity and weak and strong Pareto optimality. No social choice function meets these requirements in an ordinal scale simultaneously. The most important characteristic of a social function is identification of the interactive effect of alternatives and creating a logical relation with the ranks. Marketing provides services in order to satisfy customers. With that in mind, the productive system is considered from its beginning at the production level, to the end of the cycle, the consumer

Information search Once the consumer has recognized a problem, they search for information on products and services that can solve that problem. Belch and Belch (2007) explain that consumers undertake both an internal (memory) and an external search. Sources of information include:

Personal sources Commercial sources Public sources Personal experience

The relevant internal psychological process that is associated with information search is perception. Perception is defined as "the process by which an individual receives, selects, organises, and interprets information to create a meaningful picture of the world". Consumers' tendency to search for information on goods and services makes it possible for researchers to forecast the purchasing plans of consumers using brief descriptions of the products of interest. The selective perception process Stage Description

Selective exposure consumers select which promotional messages they will expose themselves to.

Selective attention consumers select which promotional messages they will pay attention to.

Selective comprehension consumer interprets messages in line with their beliefs, attitudes, motives and experiences.

Selective retention consumers remember messages that are more meaningful or important to them.

The implications of this process help develop an effective promotional strategy, and select which sources of information are more effective for the brand. Information evaluation

At this time the consumer compares the brands and products that are in their evoked set. How can the marketing organization increase the likelihood that their brand is part of the consumer's evoked set? Consumers evaluate alternatives in terms of the functional and psychological benefits that they offer. The marketing organization needs to understand what benefits consumers are seeking and therefore which attributes are most important in terms of making a decision. It also needs to check other brands of the customers consideration set to prepare the right plan for its own brand. Purchase decision Once the alternatives have been evaluated, the consumer is ready to make a purchase decision. Sometimes purchase intention does not result in an actual purchase. The marketing organization must facilitate the consumer to act on their purchase intention. The organization can use a variety of techniques to achieve this. The provision of credit or payment terms may encourage purchase, or a sales promotion such as the opportunity to receive a premium or enter a competition may provide an incentive to buy now. The relevant internal psychological process that is associated with purchase decision is integration. Once the integration is achieved, the organization can influence the purchase decisions much more easily. There are 5 stages of a consumer buying process they are: The problem recognition stage, meaning the identification of something a consumer needs. The search for information, which means you search your knowledge bases or external knowledge sources for information on the product. The possibility of alternative options, meaning whether there is another better or cheaper product available. The choice to purchase the product and then finally the actual purchase of the product. This shows the complete process that a consumer will most likely, whether recognisably or not, go through when they go to buy a product. Postpurchase evaluation The EKB model was further developed by Rice (1993) which suggested there should be a feedback loop, Foxall (2005) further suggests the importance of the post purchase

evaluation and that the post purchase evaluation is key due to its influences on future purchase patterns. Other influences Consumer behaviour is influenced by internal conditions such as demographics, psychographics (lifestyle), personality, motivation, knowledge, attitudes, beliefs, and feelings. Psychological factors include an individuals motivation, perception, attitude and belief, while personal factors include income level, personality, age, occupation and lifestyle. Behaviour can also be affected by external influences, such as culture, sub-culture, locality, royalty, ethnicity, family, social class, past experience reference groups, lifestyle, market mix factors.

Automotive industry in India

The Automotive industry in India is one of the largest in the world and one of the fastest growing globally. India manufactures over 18 million vehicles (including 2 wheeled and 4 wheeled) and exports more than 2.3 million every year1. It is the world's second largest manufacturer of motorcycles; there are eight key players in the Indian markets that produced 13.8 million units in 2010-12. At present the dominant products of the automobile industry are Two Wheelers with a market share of over 75% and passenger cars with a market share of about 16%. Commercial vehicles and three wheelers share about 9% of the market between them. The industry has attained a turnover of more than USD 35 billion and provides direct and indirect employment to over 13 million people. The Indian two-wheeler industry has come a long way since its humble beginning in 1948 when Bajaj Auto started importing and selling Vespa Scooters in India. Since then, the customer preferences have changed in favour of motorcycles and gearless scooters that score higher on technology, fuel economy and aesthetic appeal, at the expense of metalbodied geared scooters and mopeds. These changes in customer preferences have had an

impact on the fortunes of the players. The erstwhile leaders have either perished or have significantly lost market share, whereas new leaders have emerged. With an expanding market and entry of new players over the last few years, the Indian two wheeler industry is now approaching a stage of maturity. Previously, there were only a handful of two-wheeler models available in the country. Currently, India is the second largest producer of two-wheelers in the world. It stands next only to China and Japan in terms of the number of two wheelers produced and the sales of two-wheelers respectively. There are many two-wheeler manufacturers in India. The major players in the 2-wheeler industry are HeroHonda, Bajaj Auto Ltd (Bajaj Auto), TVS Motor Company Ltd (TVS) and Honda Motorcycle & Scooter India, Private Limited (HMSI) accounting for over 93% of the sale in the domestic two wheeler market. It is noteworthy that motorbikes segments share is just below 80% of the total 2W market in India which is dominated by Hero Honda with a market share of 59%. Scooter segments market share is about 18% which is led by Honda Motorcycle & Scooter India, Private Limited (HMSI) with a market share of 43%.Threefourth of the total exports in the two wheeler automobile industry are made in the motorcycle segment. Exports are made mainly to South East Asian and SAARC nations. The level of technology change in the Motor vehicle Industry has been high but, the rate of change in technology has been medium. Investment in the technology by the producers has been high. However, further investment in new technologies will help the players to be more competitive. Currently, Indias increasing per capita disposable income which is expected to rise by 106% by 2015 and growth in exports is playing a major role in the rise and competitiveness of the industry. Consumers are very important for the survival of the Motor Vehicle manufacturing industry. In 2008-09, customer sentiment dropped, which burned on the augmentation in demand of cars. The key to success in the industry is to improve labour productivity, labour flexibility, and capital efficiency. Having quality manpower, infrastructure improvements, and raw material availability also play a major role. Access to latest and

most efficient technology and techniques will bring competitive advantage to the major players. Utilising manufacturing plants to optimum level and understanding implications from the government policies are the essentials in the Automotive Industry of India. Honda Honda Motor Company, Ltd. is a Japanese public multinational corporation primarily known as a manufacturer of automobiles and motorcycles. Honda has been the world's largest motorcycle manufacturer since 1959, as well as the world's largest manufacturer of internal combustion engines measured by volume, producing more than 14 million internal combustion engines each year. Honda surpassed Nissan in 2001 to become the second-largest Japanese automobile manufacturer. As of August 2008, Honda surpassed Chrysler as the fourth largest automobile manufacturer in the United States.Honda was the seventh largest automobile manufacturer in the world behind Toyota, General Motors, Volkswagen AG, Hyundai Motor Group, Ford, and Nissan in 2010. Honda was the first Japanese automobile manufacturer to release a dedicated luxury brand, Acura, in 1986. Aside from their core automobile and motorcycle businesses, Honda also manufactures garden equipment, marine engines, personal watercraft and power generators, amongst others. Since 1986, Honda has been involved with artificial intelligence/robotics research and released their ASIMO robot in 2000. They have also ventured into aerospace with the establishment of GE Honda Aero Engines in 2004 and the Honda HA-420 HondaJet, scheduled to be released in 2012. Honda spends about 5% of its revenues into R&D. Motorcycles (11.6% of FY2010 Revenues) Honda's motorcycle business includes motorcycles, all-terrain vehicles (ATVs) and personal watercraft (PWC). Honda produces a range of motorcycles, consisting of sports (including trial and moto-cross racing), business and commuter models with engines ranging from 50 cubic centimeters to 1800 cubic centimeters in cylinder displacement. Honda's motorcycles are produced at two sites in Japan, Hamamatsu and Kumamoto, as

well as through subsidiaries in the United States, Mexico Italy, Spain, Brazil, Thailand, Vietnam, the Philippines and India. These improvements were driven exclusively by growth in emerging markets, which account for about 90% of motorcycle sales, even as revenues and profits stagnating or decreasing in Europe, Japan, and North America. This was especially true in Asia, where motorcycles are frequently a primary means of transportation. Honda's interaction with asian markets such as China and Indosnesia is unique, as Honda has a local company produce and sell its motorcycle designs, in exchange for a payment for each motorcycle sold. The Motorcycle Business is crucial to the company's future growth in emerging markets where many cannot afford cars. As the wealth of these countries increases, so does the people's appetite for cars and other luxury items. The company's motorcycle sales help Honda establish its name brand in developing countries, paving the way for additional car sales in the medium to long run as these economies accumulate wealth.

Honda CB Unicorn CB Unicorn is powered with Honda 4-stroke, 150cc engine and incorporates many cutting-edge technologies developed by Hondas global R&D team. It sets new benchmark in the upper majority motorcycle segment in India with its swift acceleration, superior mileage, international styling, riding comfort and convenience.

CB Unicorn is engineered and styled for the taste of the younger generation. With the 4stroke, 150cc engine delivering a whooping 13.3 bhp, CB Unicorn is the fastest motorcycle in India racing from 0 to 60 kms* per hour in a mere 5 seconds. It has a distinctive sporty and macho design with a racy front face, masculine fuel tank with knee grip and a sleek rear cowl.

CB Unicorn offers perfect balance of pickup and mileage, delivering 60 kmpl through its

famed 4-stroke Honda engine, cutting edge technologies like Multi-Mapping CDI, Tumble Flow Combustion Chamber, Roller Rocker arm, and a Classy Aerodynamic Body.

4. Statement of the Problem:

Honda did several changes to their flagship product Unicorn. They modified the bike and it became a challenge to the other 150cc bikes in India. But after the victory of this bike Honda also launched another 150cc bike in that category, which is Honda CB Dazzler. But the main problem arose here. Customers rejected that bike and they stuck to the Unicorn. Dazzler became a flop. So Honda re-thought to pull dazzler from the market and produce more Unicorn. But the unexpected disaster which caused by the Tsunami affected the production of the Unicorn which made a delay in delivering the product to customers. At this time some of the other companies made their profit high. Namely Mahindra, Hero, Yamaha and Bajaj, they sold lots of bike in this time. But when unicorn re-launched as Honda CB Unicorn, again the customers slanted to this bike. So study is intended to seek consumer behavior on Unicorn and the effects of this on other bike companies and the other products of Honda itself.

5. Objectives:
To find why consumers are stick to Honda Unicorn than other bikes in that category. How the consumer taste towards Honda affects other bike companies. How the consumer preference towards Unicorn affects other Honda products. How the pricing and marketing enrich the selling of Unicorn. How the competition which created by Honda, affected the bike market.

6. Methodology:
Nature of Data: Primary Data & Secondary Data Target Audience: Consumers of Unicorn and other bikes belong to same category in Trivandrum. Area of Study: Dealers of Honda namely Marikar Honda, EVM Honda Data Collection & Proposed Tools: Structured Questionnaire, Interviews and Discussions, Perceptual Mapping. Research Design: Descriptive Research Research design A research design is the detailed blue print used to guide a research study towards its objectives. It helps to collect, measure and analysis of data.

The present study seeks to find out the consumers attitude towards buying of bike. The study also aims at findings out the drawbacks of the marketing set up of Honda Dazzler. So this makes the study a descriptive one. Type of Research The study undertaken is of Descriptive Research in nature. Nature of Research The study is quantitative in nature. It is structured, standardized, question based interview. Types of Question The types of question asked during the study are Straight forward and limited probing. Total number of questions: 12 Total number of close ended questions: 10 Total number of open ended questions: 2 Sources of Data Secondary Source In this study the secondary data is collected from the following sources. 1. Companys website 2. Reports of Company 3. Discussion with marketing and sales staff 4. Books on Marketing and Research methodology

Primary Source The Primary source of collecting data for research is: Questionnaire filled by the customers of EVM Honda and Marikar Honda. Primary Data of Collection Research Technique In this study the survey method is used as a research technique. This method helps to obtain right information from respondents.

Contact Method In this study Personal Exit interview it is taken as a tool for the contact method. In which the personal interview is conducted with customers of Westside. Sampling plan Sampling is a process of obtaining. The information about the entire population by examine a part of it .The effectiveness of the research depends on the sample size selected for the survey purpose. (A) Population:The survey was conducted in Trivandrum city. (B)Sampling Unit:It means Who is to be surveyed. Here target population is decided and it is who are interested to purchase and existing customers of the Bike and sampling frame is developed so that everyone in the target population has known chance of being sampled. So the survey is conducted particularly in Trivandrum city. (C)Sample size:For the purpose of proper survey, there is need of perfect research instruments to find out sample size for more accurate result about buying behavior of bike. The sample size is 100 respondents. (D) Sample Element The sample element of research is customer of EVM Honda. (E) Sample Extent The sample extent is limited to Thiruvananthapuram city. (F) Sample Duration The sample duration between April 2012 and May 2012 (G) Sampling Procedure The sampling procedure followed is convenience. Research Instrument In this study the research instrument is Questionnaire. It consists of set of question presented to respondents.

The questionnaire is structured & combinations of various close and open ended questions. Close ended question already have the possible answers and the open ended question allow the respondents to answer in their own word.

Data Analysis and Interpretation

RATING OF HONDA UNICORN FEATURES
Attrib utes Price Less mainte nance Style Durabil ity Mileag e Easy Driving Brand Reputat ion Color Pick up Total 6 Excelle nt 30 18 5 Very Good 20 11 Good 18 17 4 3 Averag Poor e 16 10 30 13 2 Very Poor 06 11 1 Total 100 100 Total score 426 358

21 10 24 20 17

18 17 19 12 19

19 16 14 21 14

10 24 17 23 21

11 21 09 10 17

21 12 17 14 12

100 100 100 100 100

355 335 381 367 362

28 19 187

19 22 157

18 15 152

13 20 174

10 14 115

12 10 115

100 100 900

406 382 3370

35 30 25 20 5 15 4 10 5 0

Attributes Price Less maintenance Style Durability Mileage Easy Driving Brand Reputation Color Pick up

Weight age 426 358 355 335 381 367 362 406 382

3370 Total

450 400 350 300 250 200 150 100 50 0 Weight age

Honda Dazzler analysis

Attributes Price Less maintenance Style Durability Mileage Easy driving Brand reputation Color
40 50 55 35 40 40 65 70 60

Honda Dazzler
80 70 60 50 40 30 20 10 0

Interpretation:
From the analysis it is clear that the customers are not satisfied by the tyle of the dazzler and they only value the brand and engine specification. They also marked that the durability of the bike is also average.

Findings:
Customers are looking forward for a bike which will give mileage as well as moderate power. The customers attracted to Honda because of their brand value which was created by Honda Unicorn. The First Honda two wheeler in India was Unicorn and it became a massive hit of the year. Honda changed some features of the bike and released their second edition which also was sold at a higher rate. Honda then unveiled their sporty look unicorn in the year 2007 with monoshock and alloy wheels. They targeted the Youth .Then there was a competition in the market between pulsar and Unicorn. Bajaj Pulsar was more stylish than the Unicorn and Youth attracted to Pulsar than Unicorn. But gradually customers preference turned towards Unicorn because of its durability and refinement. Honda got a huge profit from Unicorn as well as from Honda active which was launched as a scooter. The massive victory of Unicorn forced Honda to launch another bike named Honda Dazzler of 150 cc. But Dazzler was a huge flop the main reasons behind that were 1. The bike looks like Hondas another 125 model bike,Honda CB twister 2. The unicorn was classic in look and dazzler look like a sporty bike which is commonly used for off road driving. 3. The price of the bike is more than unicorn but it offers same features like Unicorn. 4. The height of the bike is less than unicorn.

5. The failure of marketing strategy. During the tsunami disaster, Honda faced a huge problem in production of bikes. Then they decided to sell dazzler which was became inventory at that time. So they deliberately made a delay in the delivery of Unicorn and tried to sell Dazzler. But customers are stuck to Unicorn and they totally rejected the dazzler.

Methods To Improve:
The marketing strategy of Dazzler and the trust which created by Unicorn were the key things which affected the selling of Honda Dazzler. The ways to improve the sale are:

1. Redesign the dazzler from the old one, because it looks like Honda twister. 2. Make marketing strategy based on performance. 3. Keep an eye on mileage because the petrol price hikes in India. 4. Try to design a bike which is better than Unicorn in every aspect. 5. Focus on Indian middle class.

7. Pilot Study:
The initial questionnaire would be administered to an appropriate small portion of the universe and an exploratory study would be conducted. The Technique used would be survey and direct interview of the consumers of Honda Unicorn and other 150cc bikes. Thus after obtaining an initial insight into the subject, an indepth study would be conducted through Structured Questionnaire which will provide a much more reliable and accurate findings after the Analysis and Interpretation. Periodic interviews and discussions will be arranged with the target audience and techniques like Laddering, Hidden Issue Analysis and Unobtrusive measures would be deployed to gather accurate data and further process the data.

8. Limitations of the study:

The lack of written books and the scarcity of written article. There is a chance that the consumers of other bikes in the 150cc category will boast and it will make slight changes in their opinion. Though Judgment sampling is the sampling technique proposed to be used for the purpose of research the sample may not include respondents from different consumers from different areas in the exact proportion. Covering only a small area pertaining to the customers but the market of Honda in the country is so large.

Research work was carried out in Trivandrum city of Kerala only the finding may not be applicable to the other parts of the country because of social and cultural differences. Sample was collected using connivance-sampling techniques. As such result may not give an exact representation of the population. Shortage of time is also reason for incomprehensiveness. The views of the people are biased therefore it may not be reflecting true picture.

9. Significance of the Study:

Giving an oversight about the 150cc bike Industry. The history of Honda bikes in India should be revealed. The marketing techniques of the company can be familiarized. The defects occurred in marketing of Honda, can figured out.

Bibliography:
1. Top gear Magazine edition Oct 2010, April 2011. 2. Fast track Magazine edition December 2011.

1. www.automobileindia.com 2. www.bestlife.org 3. www.bikeadvice.in 4. www.honda2wheelersindia.com 5. www.topgear.com

Questionnaire CUSTOMER PERSONAL INFORMATION:A. Name: ___________________________________________ B. Address:___________________________________________ ___________________________________________ ___________________________________________ C. Contact No.:__________________________________________ D. Gender: Male / Female E. Age (in year):18 to 20 ( ) 21 to 25 ( ) 26 to 30 ( ) 31 to 35 ( ) 36 to 40 ( ) 41 & above ( ) F. Occupation:Agriculture ( ) Businessman ( ) Students ( ) Professional ( ) Others ( ) G. monthly income:5000 ( ) 5000-10,000 ( ) 10,000-15,000 ( ) 15,000-20,000 ( ) 20,000 Above ( )

A STUDY ON CUSTOMER BEHAVIOUR AND SATISFACTION LEVEL FOR HERO HONDA MOTORCYCLE. 1 Do you have own Honda Unicorn? (A) Yes ( ). (B) No ( ) If No then,

2 Which company bike do you have at present?

Company ____________________

3 Which medium do you refer to purchasing Honda Unicorn?

(A) News paper ( ) (B) TV advertisement ( ) (C) Friends ( ) (D) others ( )

4 Do you think advertisements create more awareness of

showroom and Honda Unicorn? (A) Yes (B) NO (C) Cant Say

5 Who is decision maker for purchasing Honda Unicorn in your

family? (A) Father ( ) (B) Mother ( ) (C) Self ( ) (D) other ( )

6 How do you purchase Honda Unicorn?

(A) By cash ( ) (B) By Loan ( )

7 Give points to the given bellow features in Honda Unicorn?

Attributes 6 Price Less maintenance Style Durability Mileage Easy driving Brand reputation Color 5 4 3 2 1

8.Give rating the following attribute of show room Attributes Availability Knowledge of Sales person After sales response Services infrastructure Excellent Very Good Good Average Poor

9. Give the rank of given bellow features which consider at the time of purchasing bikes on priority base. Attributes 1st 2nd 3rd 4th 5th Mileage

Available Price After service Pick up

10.What is opinion about Honda Dazzler? (A)Excellent (B)Good (C)Satisfactory (D)Poor (E)Very Poor 11. Give points to the given bellow features in Honda Dazzler?

Attributes 6 Price Less maintenance Style Durability Mileage Easy driving Brand reputation Color

12.Do you think Honda Dazzler is a flop? (A)Strongly disagree (B)Disagree (C)Agree (D)Strongly agree (E)No opinion

13.Give your suggestion if any: