A PROJECT REPORT

ON

“A STUDY ON FACTOR INFLUENCING CUSTOMER PURCHASE

INTENSION TOWARDS HONDA ACTIVA IN DURG-BHILAI”

Submitted in partial fulfillment for award of the degree

Master of business administration

Chhattisgarh Swami Vivekananda Technical University, Bhilai

Submitted By.

NEHA PRADHAN

MBA -1st SEMESTER-2nd

SESSION: 2015-16

Approved By, GUIDED BY,

Dr. SAUREN SARKAR Mr. RISHI TRIPATHI
Head of the Department Asst. Professor

Shri Shankarachara Group of Institutions

Faculty of Management Studies
Approved By AICTE
(Managed by Shri Gangajali Education Society, Bhilai)
JUNWANI, BHILAI-490 020 (CHHATTISGARH), INDIA
 DECLARATION BY THE CANDIDATE

I the undersigned solemnly declare that the report of the research work “A STUDY ON FACTOR

INLUENCING CUSTOMER PURCHASE INTENSION TOWARDS HONDA ACTIVA IN DURG-

BHILAI” is based on my own work carried out during the course of my study under the supervision of Mr.

RISHI TRIPATHI

I assert that the statements made and conclusions drawn are an outcome of my research

work. I further declare that to the best of my knowledge and belief the report does not contain any

part of any work which has been submitted for the award of MBA degree or any other

degree/diploma/certificate in this University or any other University of India or abroad.

NEHA PRADHAN
Enrollment No: AS3072
 CERTIFICATE FROM THE SUPERVISOR

This is to certify that the work incorporated in the report “A STUDY ON FACTOR INLUENCING
CUSTOMER PURCHASE INTENSION TOWARDS HONDA ACTIVA IN DURG-BHILAI” is a
record of research work carried out by Ms. NEHA PRADHAN bearing Roll No.:5377615076 under
my/our guidance and supervision for the part fulfillment for the award of MBA Degree of
Chhattisgarh Swami Vivekanand Technical University, Bhilai (C.G.), India.

To the best of my knowledge and belief the thesis

i) Embodies the work of the candidate him/herself,

ii) Has duly been completed,

iii) Is up to the desired standard both in respect of contents and language for external viva.

Mr. RISHI TRIPATHI

Asst. Professor
 Acknowledgement
I have taken efforts in this project. However, it would not have been possible without the kind support and
help of many individuals and organizations. I would like to extend my sincere thanks to all of them.
I am highly indebted to Mr. Rishi Tripathi for their guidance and constant supervision as well as for
providing necessary information regarding the project & also for their support in completing the project.
I would like to express my gratitude towards members of HONDA ACTIVA for their kind co-operation and
encouragement which help me in completion of this project. I would like to express my special gratitude and
thanks to organization person for giving me such attention and time.
My thanks and appreciations also go to my colleague in developing the project and people who have
willingly helped me out with their abilities.
TABLE OF CONTENT PAGE NO.

Chapter 1. Introduction to the study

Chapter 2. Company Profile
a. About the Honda Activa
b. About major companies in industry
Chapter 3. Literature Review
a. Consumer purchase decision
Chapter 4. Research Methodology
a. Objectives
b. Research Plan
c. Sampling Plan
d. Data Collection
e. Descriptive Statistics
Chapter 5. Data Tabulation, Analysis and
Results
Chapter 6. Findings of the study
Chapter 7. Recommendations
Chapter 8. Limitations
Chapter 9. Conclusions

References
Appendices
a. Questionnaire.
 CHAPTRE- 1:

INTRODUCTION TO THE STUDY

6
 INTRODUCTION OF THE STUDY

My topic is “A STUDY ON CUSTUMER’S PURCHASE INTENTION TOWARDS

HONDA ACTIVA IN DURG/BHILAI”.

The two wheeler industry has been going steadily over the years all

over the world. India is not an exception for that. Today India is the second

largest manufactures of two wheelers in the world. I stands next only to

Japan and China in terms of number of two wheelers produced and sold. Until

1990 geared scooters dominated the two wheelers market so much so that

their sales equaled the combined sales of Motor cycles and Mopeds.

Today the customer preferences have sifted from geared scooters to

Activas and also to an extent to the premium end scooters. With rising

fuel cost and more recently stringent emission norms imposed by the

government, there is a distinct consumer preference for high efficiency. The

Honda story is the story of one man, Soichiro Honda, and his unparalleled

achievement of bringing motor cycles to the masses. Soicliro Honda was a

racer, a businessman, and a manufacturer.

But most of all he was a dreamer. He dreamed of a better way of

making piston rings, founded a small company, and began production. He

dreamed of giving people everywhere an economical form of transportation,

and began producing small Activas, including one built in 1949 called the

7
D-Type Dream.

He also loved racing too. So his company built bigger and faster

machines, two, four, five and six-cylinder race Activas and won the Isle of Man.

Honda Motor Company is by far the world's biggest Activa maker.

Honda's first Activa was born out of necessity in immediate post World

War I Japan, where public transportation was desperately overcrowded and

gasoline severely restricted. Unique practices create unique organizations.

8
 CHAPTER-2

Company Profile

9
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

Activa 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.

10
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 employ approximately 3000 people

within first 2 years of commercial production and will entail INR 1,100 crores

investment.

OVERVIEW OF WORLD MARKET

Honda is the largest Activa manufacturer in Japan and ms been

since it started production in 1955. At its peak in 1982, Honda manufactured

almost three million Activas annually. By 2006 this figure had reduced to

around 550,000 but was still higher than its three domestic competitors.

During the 1960s, when it was a small manufacturer, Honda broke out of the

Japanese Activa market and began e>porting to the U.S. Working with

the advertising agency Grey Advertising, Honda created an imitative

marketing campaign, using the slogan "You meet the nicest people on a

Honda." In contrast to the prevailing negative stereotypes of motorcyclists in

America as tough, antisocial rebels, this campaign suggested that Honda

Activas were made for the everyman. The campaign was hugely

successful: the ads ran for three years, and by the end of 1963 alone, Honda

had sold 90,000 Activas.

Taking Honda's story as an archetype of the smaller manufacturer

entering a new market already occupied by highly dominant corporate, the

story of their market entry, and their subsequent huge success in the U.S. and

11
around the world, has been the subject of some academic controversy.

corporate plantations have been advanced to explain Honda's strategy and

the reasons for their success.

The first of these explanations was put forward when, in 1975, Boston

Consulting Group (BCG) was commissioned by the UK government to write a

report explaining why and how the British Activa industry had been out-

oorrpeted by its Japanese corporation. The report concluded that the

Japanese firms, including l-bnda, had sought a very high scale of production

(they had made a large number of motorActivas) in order to benefit from

economies of scale and learning curve effects. I blamed the decline of the

British Activa industry on the failure of British managers to invest enough

in their businesses to profit from economies of scale and scope.

ABOUT MAJOR COMPANIES IN THE INDUSTRY

The Two Wheelers Manufacturers in India. at present are doing good

business. The growth of the two wheelers sector was noteworthy in the past

few years. In the period 2006 - 07 the total number of the two wneelers and

three wneelers produced in hdia. were around 9 million. The sales pertaining

to two wheelers in the period 2006 - 07 was 7.857.548. which was a growth of

11.41 %. h the same period the Activa exports from hdia was 321.321

units.

TWO WHEELER MANUFACTURER :

 TVS Motor company

 Honda Motors Ltd.

 Royal Enfield Motors India Ltd.

12
 YAMAHA Motor India Pvt. Ltd.

 Bajaj Auto Ltd.

 Suzuki Motor Corporation

 LML(India) Ltd.

 Kinetic Motor Co. Ltd.

 Hero Motor Corp Pvt. Ltd

PRODUCT PROFILE

Name : Honda Activa

Manufacturer : Honda Activa and Scooter hdia

Production 22001-Present

Engine 2 102 cc 4-stroke, single-cylinder, air-cooled

Power :7bip (52 kW) or 8 bhp (5.71 KW) in 2009 mode

Brakes : rum, 130mm (front & rear) with CBS

Wheelbase : 1238 mm

Dimensions : L: 1,761 mm, W: 710 mm, H: 1,147 mm

Seat height : 765 mm

Fuel capacity :5.75| or 5.3 I in 2009 model

13
 CHAPTER-3

LITRATURE REVIEW:

14
Marketers need to understand more in depth on the factors that may attract and influence
consumer when they have a desire to purchase a product so they can build strong and long
relationship with customer. When it comes to purchase a Honda activa, there are many
factors and element that might influence and affect purchasing decision. There are some
findings and arguments from the researchers. Buyer decision processes are the decision
making processes undertaken by consumers in regard to a potential market transaction before,
during, and after the purchase of a product or service.
More generally, decision making is the cognitive process of selecting a course of action from
among multiple alternatives. Common examples include shopping and deciding what to eat.
Decision making is said to be a psychological construct. This means that although we can
never "see" a decision, we can infer from observable behaviour that a decision has been
made. Therefore we conclude that a psychological event that we call "decision making" has
occurred. It is a construction that imputes commitment to action. That is, based on observable
actions, we assume that people have made a commitment to effect the action.

A) Consumer Purchase Decision:

 The purchase decision process is the stages a buyer passes through in making
choices about which products and services to buy.

 Behind the visible act of making a purchase lies a decision process that must be
investigated.
 The purchase decision process is the stages a buyer passes through in making
choices about which products and services to buy.

Stages of consumer decision process:

15
 1. Need recognition,
2. information search,
3. alternative evaluation,
4. purchase decision, and
5. post-purchase behavior.

1. Need recognition:-

The need recognition is the first and most important step in the buying process. If there is
no need, there is no purchase. This recognition happens when there is a lag between the
consumer’s actual situation and the ideal and desired one. However, not all the needs end
up as a buying behavior. It requires that the lag between the two situations is quite
important. But the “way” (product price, ease of acquisition, etc.) to obtain this ideal
situation has to be perceived as “acceptable” by the consumer based on the level of
importance he attributes to the need. For example, you have a pool and you would like
someone to take care of regularly cleaning it instead of you (ideal situation) because it
annoys you to do it yourself (actual situation). But you don’t judge the “way” to reach this
ideal situation (pay $250 / month for a specialized company) as “acceptable” because its
price to obtain it seems too high. Especially compared to the relatively low level of
importance you attach to it. So you won’t have a purchase behavior in this situation.

16
The customer feels that some product is desired to satisfy the emerging need. If it is hunger,
food is desired. Depending upon the type of need, the related satisfiers would be reached.

2. Information search:

Once the need is identified, it’s time for the consumer to seek information about possible
solutions to the problem. He will search more or less information depending on the
complexity of the choices to be made but also his level of involvement. (Buying pasta
requires little information and involves fewer consumers than buying a Honda activa)

Then the consumer will seek to make his opinion to guide his choice and his decision-making
process with:

 Internal information: this information is already present in the consumer’s memory. It

comes from previous experiences he had with a product or brand and the opinion he may
have of the brand.

 External information: This is information on a product or brand received from and

obtained by friends or family, by reviews from other consumers or from the press. Not to
mention, of course, official business sources such as an advertising or a seller’s speech.

During his decision-making process and his Consumer Buying Decision Process, the
consumer will pay more attention to his internal information and the information from
friends, family or other consumers. It will be judged more “objective” than these from an
advertising, a seller’s speech or a commercial brochure of the product.

3. Alternative evaluation:
Once the information collected, the consumer will be able to evaluate the different
alternatives that offer to him, evaluate the most suitable to his needs and choose the one he
think it’s best for him.

In order to do so, he will evaluate their attributes on two aspects. The objective characteristics
such as the features and functionality of the product but also subjective perception
and perceived value of the brand by the consumer or its reputation.

17
4. Purchase decision:

Now that the consumer has evaluated the different solutions and products available for
respond to his need, he will be able to choose the product or brand that seems most
appropriate to his needs. Then proceed to the actual purchase itself.

His decision will depend on the information and the selection made in the previous step
based on the perceived value, product’s features and capabilities that are important to him.

But his Consumer Buying Decision Process and his decision process may also depend or be
affected by such things as the quality of his shopping experience or of the store (or online
shopping website), the availability of a promotion, a return policy or good terms and
conditions for the sale.

5. Post-purchase behavior:

Once the product is purchased and used, the consumer will evaluate the adequacy with his
original needs (those who caused the buying behavior) and whether he has made the right
choice in buying this product or not. He will feel either a sense of satisfaction for the
product (and the choice) or, on the contrary, a disappointment if the product has fallen far
short of expectations, an opinion that will influence his future decisions and buying
behavior. If the product has brought satisfaction to the consumer, he will then minimize
stages of information search and alternative evaluation for his next purchases in order to
buy the same brand which will produce customer loyalty.

B) Factors:

 Price
 Design
 Fuel efficiency
 Powerful engine
 Pick up
 Warranty
 Comfort

18
  Financing scheme
 Internal space
 Safety
 After sales service
 Models/Variants
 Brand image
 Colour
 Availability
 Innovative Technology
 Maintenance cost
 Durability
 Resale value
 Promotional offers.

19
 CHAPTER-4

RESEARCH METHODOLOGY

20
OBJECTIVE OF THE STUDY

o To know about the Honda company.

o To know about its Promotional activities.

o It‘s Market Position.

o Honda's level of customer satisfaction and intention.

o ls history and the company profile.

o The main objective of the study is to find out the level of satisfaction

among the customers.

o To know the present status of the suppliers in terms of their supplied

material &. services.

o To collect and evaluate ideas/views and expectations of the internal

o customers for the improvement in suppliers performance.

o To make company's internal suppliers aware about the dissatisfaction

21
 o part of their customers.

o To find out the most prominent area of dissatisfaction.

o To enhanced the communication & co—operation between the internal

o suppliers and their customers.

RESEARCH PLAN

Research Design: Descriptive

Research Method Used Survey

Research Technique Used Questionnaire

Data Collection (location) From Raipur

Sampling Plan Simple Random

Sample Size 50

Research Design: A research design is an arrangement of conditions for collection

and analysis of Data in a research Design: A research design is an arrangement of

conditions for collection and analysis of Data in a manner that aims to combine

relevance to the research purpose with Economy in procedure. It constitutes the

blueprint for collection, measurement and analysis of data. My research design will

be Descriptive research design

22
Population of the study Youth of Raipur will be included in population

Research Technique Used: questionnaire consist of personal; details and core

details. person-al details were included in the question which consisted of name,

age, income , occupation, etc. Core details include questions relating to HONDA

ACTIVA and the responses given by the respondents, which has formed a basis for

giving suggestions

Sampling Size: It is the total number of respondents targeted for collecting the data

for the research Sample size of 50 persons will be taken for this research

Sampling Plan: simple Random technique will be used in this research project.

Sampling Framed-fame is the list of respondents.

Descriptive Research:
Descriptive Research has been used; it involves surveys and fact – finding senquirer
of different kinds the major purpose of descriptive research is the description of the
state of affairs, as it exists at present. The main characteristics of this method are
that the researcher has no control over the variable; he can only report what has
happened or what is happening. The methods of research utilized in descriptive
research are survey methods of all kinds, including comparative methods

Data Collection:
 Primary Data:
Primary data has collected directly from customers through structured questionnaires
(Individual sample units)

23
  Secondary Data:
Secondary data has collected from the various magazines, website of Hondaactiva
various websites.
Sample Size:
Our Sample size was 50, who fulfill the basis criteria customers with Honda active.
Research Instrument:
Appropriately designed questionnaire to facilitate self-administered surveys with simple
standard questions were used to collect data.
Structure of Questionnaire:
The questions formulated were structured and non-disguised. The questions were
asked in order to get all the necessary information and to see that the respondents
could answer them with case. This pattern adopted facilitated in analyzing the data.
Simple Random Sampling:
In this method, each item in the population has the same probability of being
selected as part of the sample as any other item. For example, a tester could
randomly select 5 inputs to a test case from the population of all possible valid inputs
within a range of 1-50 to use during test execution, To do this the tester could use a
random number generator or simply put each number from 1-50 on a slip of paper in
a hat, mixing them up and drawing out 5 numbers. Random sampling can be done
with or without replacement. If it is done without replacement, an item is not returned
to the population after it is selected and thus can only occur once in the sample.

Hypothesis:

 H1- Price has significant influence on purchase decision of Honda activa

 H2- Design has significant influence on purchase decision of Honda active.
 H3- Fuel efficiency has significant influence on purchase decision of Honda
active.
 H4-Powerful engine has significant influence on purchase decision of Honda
activa.
 H5- Pick up has significant influence on purchase decision of Honda activa.
 H6- Warranty has significant influence on purchase decision of Honda activa.
 H7- Comfort has significant influence on purchase decision of Honda active.

24
  H8- Financing scheme has significant influence on purchase decision of
Honda activa.
 H9- Internal Space has significant influence on purchase decision of Honda
activa.
 H10- Safety has significant influence on purchase decision of Honda activa.
 H11- After sales service has significant influence on purchase decision of
Honda activa
 H12- Models has significant influence on purchase decision of Honda activa.
 H13- Brand image has significant influence on purchase decision of Honda
active.
 H14- Colour has significant influence on purchase decision of Honda active.
 H15- Availability has significant influence on purchase decision of Honda
aciva.
 H16- Innovative technology has significant influence on purchase decision of
Honda active.
 H17- Maintenance cost has significant influence on purchase decision of
Honda activa.
 H18- Durability has significant influence on purchase decision of Honda activa.
 H19- Resale value has significant influence on purchase decision of Honda
activa.
 H20- Promotional offers has significant influence on purchase decision of
Honda activa.
Demographic characteristics of the respondents

Age

Measure Item Number of Respondents

18-24 33

Age
24-30 13

30-36 4

Total 50

25
Income

Measure Item Number of Respondents

< 1 Lakhs 4

Income
1-5 Lakhs 29

>5 Lakhs 17

Total 50

26
 Chapter 5

Data Tabulation, Analysis and Results

27
The respondents were so selected that they were representative of various

segments of Activa

Users. The respondents were questioned on:

- Educational institutes

- Vehicle showrooms

-Malls

-Residential areas.

The results and responses were recorded on a (Statistical Package for

Social Sciences) parameters were defined on a SPSS variable viewer. The next step

was

to run the SPSS and acquire specific results pertaining to the research done.

28
Age

Measure Age Group Number of Respondents

18-24 32

Age
24-30 13

30-36 5

Total 50

Age
18-24 24-30 30-36

10%

26%

64%

INTERPRETATION

I have concluded that is 64% (18-24) are mostly prefer HONDA ACTIVA, 26% (24-

30) are less purchasing compare to 64% and 10% are (30-36) less prefer HONDA

ACTIVA compare to both Age group.

29
Income

Measure Income Number of Respondents

Group

< 1 Lakhs 3

Income
1-5 Lakhs 30

>5 Lakhs 17

Total 50

Income Group
< 1 Lakhs
6%
>5 Lakhs
34%

1-5 Lakhs
60%

INTERPRETATION

I have concluded that is 1- 5 lakhs (60%) & >5 (34%) lakhs income group are mostly

prefer HONDA ACTIVA, compare to <1 lakhs (6%) Income group

30
PRICE

1- I would prefer HONDA ACTIVA because of its price (value for the money).

Strongly Agree Agree Neutral Disagree Strongly

Disagree

13 24 9 3 1

Value of Money
Strongly Agree Agree Neutral Disagree Strongly Disagree

2%

6%
26%
18%

48%

INTERPRETATION

I have concluded that is 48% of the customer Strongly agree , 26% are Agree, 18%

are Neutral, 6% are Disagree And 2% Are strongly Disagree agree on value for the

money while considered choosing a HONDA ACTIVA from above pie chart.

31
2- I prefer to pay more for new model of HONDA ACTIVA in future

Strongly Agree Agree Neutral Disagree Strongly

Disagree

17 14 12 4 3

For New Model

Strongly Agree Agree Neutral Disagree Strongly Disagree

6%
8%
34%

24%

28%

INTERPRETATION

I have concluded that is 34% of the customer Strongly agree , 28% are Agree, 24%

are Neutral, 8% are Disagree And 6% Are strongly Disagree for new model while

considered choosing a HONDA ACTIVA from above pie chart.

32
3- Price is an important factor for me while purchasing HONDA ACTIVA.

Strongly Agree Agree Neutral Disagree Strongly

Disagree

4 11 10 20 5

Price
Strongly Agree Agree Neutral Disagree Strongly Disagree

10% 8%

22%

40%

20%

INTERPRETATION

I have concluded that is 8% of the customer Strongly agree , 22% are Agree, 20%

are Neutral, 40% are Disagree And 10% Are strongly Disagree for Price while

considered choosing a HONDA ACTIVA from above pie chart.

33
BRAND

1- I prefer HONDA ACTIVA because of its brand name

Strongly Agree Agree Neutral Disagree Strongly

Disagree

23 17 6 3 1

Brand Name
Strongly Agree Agree Neutral Disagree Strongly Disagree

2%
6%
12%
46%

34%

INTERPRETATION

I have concluded that is 46% of the customer Strongly agree , 34% are Agree, 12%

are Neutral, 6% are Disagree And 2% Are strongly Disagree for brand name while

considered choosing a HONDA ACTIVA from above pie chart.

34
2-Is comparatively the best when compared to other brand?

Strongly Agree Agree Neutral Disagree Strongly

Disagree

14 20 12 3 1

Comparison
Strongly Agree Agree Neutral Disagree Strongly Disagree

2%
6%
28%
24%

40%

INTERPRETATION

I have concluded that is 28% of the customer Strongly agree , 40% are Agree, 24%

are Neutral, 6% are Disagree And 2% Are strongly Disagree for compared to other

brand while considered choosing a HONDA ACTIVA from above pie chart.

35
3 -In automobile industry HONDA is strong brand.

Strongly Agree Agree Neutral Disagree Strongly

Disagree

16 19 8 5 2

Automobile industry
Strongly Agree Agree Neutral Disagree Strongly Disagree

4%
10%
32%
16%

38%

INTERPRETATION

I have concluded that is 32% of the customer Strongly agree , 38% are Agree, 16%

are Neutral, 10% are Disagree And 4% Are strongly Disagree for as a strong brand

while considered choosing a HONDA ACTIVA from above pie chart.

36
QUALITY

1.-The quality of HONDA ACTIVA is good.

Strongly Agree Agree Neutral Disagree Strongly

Disagree

15 20 10 4 1

Quality
Strongly Agree Agree Neutral Disagree Strongly Disagree

2%
8%
30%
20%

40%

INTERPRETATION

I have concluded that is 30% of the customer Strongly agree , 40% are Agree, 20%

are Neutral, 8% are Disagree And 2% Are strongly Disagree for quality while

considered choosing a HONDA ACTIVA from above pie chart

37
2-Compare to other brand’s HONDA has better quality.

Strongly Agree Agree Neutral Disagree Strongly

Disagree

10 25 8 4 3

Strongly Agree Agree Neutral Disagree Strongly Disagree

6%
8% 20%

16%

50%

INTERPRETATION

I have concluded that is 20% of the customer Strongly agree , 50% are Agree, 16%

are Neutral, 8% are Disagree And 6% Are strongly Disagree for quality while

considered choosing a HONDA ACTIVA from above pie chart

38
STYLE & COMFORT

1- status symbol is important for me while purchasing a HONDA ACTIVA Activa

Strongly Agree Agree Neutral Disagree Strongly

Disagree

6 28 11 4 1

Status symbol
Strongly Agree Agree Neutral Disagree Strongly Disagree

2%
8% 12%

22%

56%

INTERPRETATION

I have concluded that is 12% of the customer Strongly agree , 56% are Agree, 22%

are Neutral, 8% are Disagree And 2% Are strongly Disagree for as a status symbol

while considered choosing a HONDA ACTIVA from above pie chart

39
2-I considered colour while purchasing a HONDA ACTIVA

Strongly Agree Agree Neutral Disagree Strongly

Disagree

3 6 12 20 9

Colour
Strongly Agree Agree Neutral Disagree Strongly Disagree

6%
18%
12%

24%

40%

INTERPRETATION

I have concluded that is 12% of the customer Strongly agree , 24% are Agree, 40%

are Neutral, 18% are Disagree And 6% Are strongly Disagree for colour while

considered choosing a HONDA ACTIVA from above pie chart

40
3-I considered safety aspects while purchasing a HONDA ACTIVA Activa

Strongly Agree Agree Neutral Disagree Strongly

Disagree

34 11 2 1 1

Safety aspects
Strongly Agree Agree Neutral Disagree Strongly Disagree

4%
2% 2%
23%

69%

INTERPRETATION

I have concluded that is 69% of the customer Strongly agree , 23% are Agree, 4%

are Neutral, 2% are Disagree And 2% Are strongly Disagree for safety aspects while

considered choosing a HONDA ACTIVA from above pie chart

41
4- I considered comfort while purchasing a HONDA ACTIVA Activa

Strongly Agree Agree Neutral Disagree Strongly

Disagree

31 16 1 1 1

comfort
Strongly Agree Agree Neutral Disagree Strongly Disagree

32% 2% 2%

2%

62%

INTERPRETATION

I have concluded that is 62% of the customer Strongly agree , 32% are Agree, 2%

are Neutral, 2% are Disagree And 2% Are strongly Disagree on comfort while

considered choosing a HONDA ACTIVA from above pie chart

42
5- After the sales services provided are on a timely basis.

Strongly Agree Agree Neutral Disagree Strongly

Disagree

22 17 9 1 1

After sale service

Strongly Agree Agree Neutral Disagree Strongly Disagree

18% 2%
2%

34%

44%

INTERPRETATION

I have concluded that is 44% of the customer Strongly agree , 34% are Agree, 18% are

Neutral, 2% are Disagree And 2% Are strongly Disagree on After sale service while

considered choosing a HONDA ACTIVA from above pie chart

43
 CHAPTER-6

FINDING

44
Followings are the findings of my study:

1. It was found from the pie chart analysis that there is one factor that is comfort
which is most significantly responsible for affecting the customer’s preference
while purchasing Honda Activa.

2. Advertisements are the major factor for came to know about Honda
customer while purchasing Honda Activa.

3. It was also found from the pie chart analysis that there is other factor that is
considered safety aspects which is responsible for affecting the customer’s
preference while purchasing Honda Activa.

45
 CHAPTER-7

RECOMMENDATION

46
1. Honda should introduce some more models having more engines
Power.

2. Honda should think about fuel efficiency in case of upper

Segment Activas.

3. More service centers should be opened.

4. Maintenance cost and the availability of the spare parts should also
be given due importance.

5. They also introduce some good finance/discount schemes for

Students.

6. The price should be economic.

47
 CHAPTER-8

LIMITATION

48
 For doing this survey I have faced some problems. We were totally depended

upon the mood of respondent.

 I had very less time to conduct this research, because during this period our main

exam preparation has to be done.

 Some respondents were not giving their time to fill the questionnaire

 Some of the peoples were facing problem in the understanding of the

questionnaire.

49
 CHAPTER-9

CONCLUSION

50
CONCLUSION:

““A STUDY ON CUSTUMER’S PURCHASE INTANTION TOWARDS HONDA

ACTIVA DURG/BHILAI” and its successfully done. All the costumers want to
discount while purchasing Honda Activa and safety aspects also. It is necessary
while customers purchasing Honda Activa they want to maintenance cost.

51
 REFERENCE

52
Books:

Kotler Philip “Marketing Management” revised edition, prentice hall of India New Delhi,
2006.
Kothari C.R.(1985), “Research methodology- method & technique (2ndedition)”new age
international publish.

Website:
http://en.wikipedia.org/wiki/Buying_decision_process
http://en.wikipedia.org/wiki/Honda Activa
http://www.Activa.com/

53
 Questionnaire used
I am a student of FMS- SSTC, Bhilai conducting a research on “A CUSTOMER
PURCHASE INTENTION TOWARD HONDA ACTIVA IN DURG-BHILAI
REGION” please provide your feedback and this will be kept confidential.

S No. Questions Strongly Disagree Neutral Agree Strongly

disagree Agree
PRICE
1. I would prefer HONDA ACTIVA
because of its price( value for the
money).
2. I prefer to pay more for new model of
HONDA ACTIVA in future
3. Price is an important factor for me
while purchasing HONDA ACTIVA.
BRAND
1. I prefer HONDA ACTIVA because
of its brand name
2 Is comparatively the best when
compared to other brand.
3 In automobile industry HONDA
ACTIVA is strong brand.
QUALITY
1. The quality of my HONDA ACTIVA
is good.

2. Compare to other brand’s HONDA

ACTIVA has better quality.
STYLE
1. status symbol is important for me
while purchasing a HONDA
ACTIVA
2. I considered colors while purchasing
a HONDA ACTIVA
COMFORT
1. I considered safety aspects while
purchasing a HONDA ACTIVA
2. I considered comfort while
purchasing a HONDA ACTIVA
3. After the sales services provided are
on a timely basis.

54
 Demographic Information

Name -

Age 21-30 30-40 40 and above

Gender Male Female
Duration of use 1-2 year 3-4 year 4 year and above

55