A SUMMER TRAINING REPORT ON

Sales & Marketing of Honda Seil Cars in Prime Honda (Capital Cars Pvt. Ltd.)
SUBMITTED TO
MR. RAVI BHASIN

SUBMITTED BY
ISHAN MEHRA

Roll no. 4608G53 BBA (Gen.) 4th Sem A3906408408

AMITY SCHOOL OF BUSINESS Amity universty, Noida (U.P.)

ACKNOWLEDGEMENT

I proudly present my project on Sales & Marketing of Honda Seil Cars in Prime Honda (Capital Cars Pvt. Ltd.) I sincerely hope that I have done Justice and the best support and guidance under submission of this summer training project and bought the knowledge imparted by MR. RAVI BHASIN, Faculty Guide, AMITY UNIVERSITY, NOIDA to the best use. I take this opportunity to thank Prof ALKA MUNJAL for the knowledge and Guidance She has continually provided me with.

Contents

CONTENTS
1. INTRODUCTION Capital Cars Pvt. Ltd 2. INDEX (PROFILE, ISO AND AWARDS) 3. 4. Profile. Iso Certifications Achievements.

SELLING SKILLS . PRODUCT SPECIFICATION: Honda Accord Honda CRV Honda City Honda Civic

5. 6.

ACCESSORIES. FACTORS AFFECTING PURCHASE., FREQUENCY OF PURCHASE, PURCHASE DECISION, USE FINANCE SCHEMES, SATISFACTION WITH PRESENT CAR, HONDAS ATTRIBUTES.

7. 8. 9. 10. 11. 12. 13.

FINANCE. INSURANCE. TRADE IN (USED CARS) RECOMMENDATIONS & SUGGESTIONS LIMITATIONS OF STUDY. APPENDIX QUESTIONNAIRE. CONTACT DETAILS.

Introductio n

INTRODUCTION

In a world of seemingly endless decision making, it is nice to know that some decisions are easy to make. Like knowing the car that you think is best for you and your family - Honda Like knowing the Honda Exclusive Authorised Dealership that's just right for you - Prime Honda If you take a closer look, you'll discover that Prime Honda turns out be your best decision for purchasing and servicing your Honda Cars.

Company Profile

COMPANY PROFILE

A joint venture undertaking between ITOCHU Corporation of Japan and Ansal Housing and Construction Co. Ltd. in India. First amongst Honda Car dealerships to obtain ISO 9002 certification, within the very first year Board of Directors of operations. comprise of successful and experienced

professionals with International

exposure and experience.

ITOCHU Corporation brings with it experience of operating Automobile Dealerships in three Continents. Equity base of Rs.120 million. Company Bankers: Standard Chartered Bank, ICICI Bank Ltd. Company Auditors : SAHNI NATRAJAN & BAHL. Facilities conveniently located at Ansal Plaza Vaishali on ownership with ample parking. Over Rs.12 million worth of state of the art equipment. Professionally managed operations.

Personnel trained at Honda International Technical and Education Centre. Regular in-house training programmes. Sales, Service and Spare Parts facilities under one roof. Customer focused outlook.

ISO: CERTIFICATION COMPANY

Certified for ISO 9001 for Quality Management System, and ISO 14001 for Environment Management System.

As recognition to our devotion to providing consistent quality service, we were certified ISO 9002 Compliant within the first year of operation in 1998 and were upgraded to ISO 9001-2000 in January 2003. Our commitment to protect the environment was recognized and we received ISO 14001 certification in the year 2000. Thus assured of quality services from Prime Honda, we seek you support in preserving environment.

10

QUALITY & SERVICES

Capital Cars Pvt. Ltd., selling and servicing automobiles, are committed to upholding the founder CEO's vision of continually improving its operations by:

Optimization

of

all

resources

through

improved

operations

and customised maintenance

Striving for customer satisfaction & customer delight Developing human resources Ensuring a clean, safe and healthy environment to all its associates and compliance to legal and other requirements and prevention of pollution

Adherence to all requirements of ISO 9001:2000, ISO 14001:2004 & OHSAS 18001:1999

C.K. Thampy Chief Executive Officer (12th August 2005)

We will contribute to create a better, safer and more convenient society by means of proposing a new mobile life and providing a superior updated world class quality service. H. Ishida Chief Executive Officer (1998-2000) GUIDING PRINCIPLES
11

CORPORATE MISSION STATEMENT We will contribute to create a better, safer and more convenient society by means of proposing a new mobile life and providing a superior updated world class quality service. H. Ishida Chief Executive Officer (1998-2000)

12

Scope of Study

13

SCOPE OF STUDY

To ensure that customer delight is the principal focus of all our actions. To provide a working environment to all associates conducive to improved productivity and general well being.

To ensure all actions always stand up to ethics of high standards. To ensure that both productivity and services offered meet with quality norms adopted by us. To be proud member of the society by always contributing more than what we take.

14

ORGANIZATIONAL PHILOSOPHY

Improve productivity by providing a non-polluted, hazard free environment to achieve integrated workflow, eliminating unnecessary layers of work and avoiding waste. Quality improvement by constant endeavor to do better and encourage self imposed quality checks. Periodic training & managerial development programs with a view to update knowledge and skills, form healthy attitudes to such crucial matters as thereby achieve customer service, productivity, quality and skill levels and

increased levels of commitment to the organisation, its values and goals. Respect for the individual by way of encouraging openness and approachability at all levels, providing for in decision-making process. Clarity of the individual role by providing clear and written job descriptions along with key result areas. Encourage assumption of responsibility and have a transparent promotional reward policy along with adequate feedback on performance. open discussions and participation

Promote a democratic, but task -oriented atmosphere encouraging a cohesive team with a view to ensuring warmth and good fellowship between all associates of the company and to foster a sense of belonging

15

ACHIEVEMENTS

NATIONAL SERVICE ADVISOR CONTEST (2003-2004) 1st position all INDIA 1st runner-up all INDIA Mr. Hement Nautiyal Mr. Akshay Malhotra

NATIONAL BODY & PAINT TECHNICIAN CONTEST 1st runner-up all INDIA (2003) First Prize Winner (2006) First Runner-up,Second Prize winner

Mr. Kaushal Kishore Mr. Naveen Rathod Cash Prize - 10,000 Mr. Umesh Kumar Cash Prize - 7,500

NATIONAL SERVICE ADVISOR CONTEST (2001-2002) 1st position all INDIA 3rd position all INDIA 5th position all INDIA Mr. Vinod Kumar Baradwaj Mr. Hement Nautiyal Mr. Vikas Baradwaj

16

PARTS PERSONAL CONTEST (2001-2002)

Parts Manager Mr. Divakar Menon adjudged First Runner-up, All India PARTS PERSONAL CONTEST (2002-2003) Mr. Aji Kumar adjudged for First Runner-up, All India

NATIONAL SERVICE TECHNICIAN CONTEST 1st position all INDIA Mr. Madan Singh Negi

1999-2000 2002-2003

1st runner-up all Mr. Sonelal Pandit INDIA

17

Literature Review

18

LITERATURE REVIEW
In this session, participants will explore the basics of selling necessary to become successful in an automotive sales career. Using interactive exercises, this practical "How-to" workshop is designed to enable salespeople to increase their skill level. Attendees will discover the correct techniques to use when overcoming objections, to employ non-confrontational selling principles, and how to influence others in a positive way. Participants will also learn how to:

Greet prospects professionally Qualify prospects quickly Vehicle presentation Insure a demonstration drive Use trial closes Write up the sale/lease Closing techniques

19

VISION
This training session is designed to teach salespeople to learn to sell cars and the importance of building relationships for networking, referrals, and repeats. Using exercises and methods taken from Patrick Davis bestselling book Selling Cars: The Handbook of the Professional, participants will explore several innovative ways to develop relationships that last. In addition, they will discover the step-by-step process that successful people in sales use in relationship building. Attendees will also learn:

To develop a personal plan Determine different personalities How to influence others Leading-edge communication skills How to build a profit network To understand themselves

20

Research Methodology

21

RESEARCH OBJECTIVES

The objectives of research are:

To survey the consumer buying behavior amongst the premium car

buyers, To find out the potential customer of Honda cars, To find out Hondas position in the Indian market, as compared to

its rivals. 1. Target Segment: People who own one or more cars of any premium brand.

2. The sample size is 50 respondents in the area of South Delhi. 3. The study was conducted by the questionnaire method in the period of 1 st of April to the 18th April, 2007.

22

RESEARCH METHODOLOGY

The purpose of any research is to discover answers to questions through the application of scientific procedures. The main aim of the research is to find out the truth, which is hidden and has not been discovered as yet. Research Methodology is a way to systematically solve the research problem. It may be understood as the science of studying, how the research is carried out scientifically. In it, we study the various steps that are generally adopted by a researcher in studying his research problems, along behind them. Thus, when we talk of Research methodology ,we talk no only of the research methods, but we also consider the logic behind the methods we use in the context of our research study and explain why we are using a certain method or a technique, and why we are not using the others, so that research results are capable of being evaluated wither by the researcher himself or by others. The Problem Definition, the Research Objective, the Research Design, the Sampling Techniques, the formulation of the Hypothesis, the method of Data Collection , the Analysis of the collected data, and, the Interpretation and the Report constitute the Research Methodology. with the logic

23

I have, in the earlier chapters of my report, specified the problem and the objectives of my research. The subsequent chapters will define the Research design, the sampling technique, the hypothesis, the analysis and the interpretations. Let us take a look at the Research Design in the next chapter.

24

RESEARCH DESIGN
The research design used in this report is Descriptive Research. Descriptive Research studies are those studies which are concerned with describing the characteristics of a particular individual or group. In this type of a study a comparative study is made, throwing light on all the attributes of the Research methodology, as discussed in the past chapters. However, it must ensure the minimization of reliability of the evidence

collected , the said design can be appropriately referred to as a Survey design, since it takes into account, all the steps involved in a survey, concerning a phenomenon to be studied. THE SAMPLING TECHNIQUE The type of sampling used in this report is Cluster Sampling. Certain categories of units are concentrated in certain areas. The cluster sampling technique, is relatively easy device to select ample units, on the premise that units belonging to one category exist at a specified location. It is presumed that units belonging to one category exist at a specified location. It homogeneous group. Thus, by applying sample principles of random sampling, the sample units can be selected easily, so that they belong to the desired or specified category.

25

SAMPLE SIZE : 50 HYPOTHESIS TESTING Hypothesis means, an assumption or some supposition, to be proved or disproved. But for a ,marketing researching ,hypothesis is a formal question, that he intends to resolve. Thus, a hypothesis may be defined as a

proposition, or a seat of propositions, set forth as an explanation for the occurrence of some specified group of phenomenon, either asserted merely as a provisional conjecture to guide some investigation, or accepted as highly probable, in the light of established facts. My hypothesis for this report will be: H0 : Null Hypothesis Honda is the best car in the premium car segment. H1 : Alternate Hypothesis Honda is not the best car in the premium car segment.

26

THE METHOD OF DATA COLLECTION

The Questionnaire Method was used to collect the required data.

The questionnaire was a structured on with both, open and closed ended questions. A sample copy of the Questionnaire can be found in Appendix A2.

The scales used. The scales used were mainly Likert or Summated Type of scales and Ranking Scales. This section deals with the Analysis of the respondents answers. Finding from the Customer Study: The Profile of a typical customer can be defined as follows: Avg. Age Education Avg. Income Cars Owned (Avg.) Frequency of buying a car (Avg.) Purchase Decision made by 45 yrs. Post Graduate (50) 65,000-75,000 1.44 2-3 yrs. (26) Family (38) ; Self (12)

27

Factors Decision

Affecting

Purchase Technical Knowledge (34)

Use of Finance Schemes Satisfaction with Present Car Plans to Buy a Honda (all analysis is done from a sample size of 50 respondents.)

No (42) Extremely Satisfied (36) Yes (26)

The above is a profile of a Typical target Customer. It has been seen the most customers are of the average age of 45 years. They are all Post Graduates. They are all either Company Executives (20); or Businessmen (22); 14 of them were self-employed. Most of the respondents were hesitant to divulge their monthly income, but did no only when categorically told that this survey was only for a college project, and that their responses would be kept confidential. Most of the respondents had at least 2 cars. In most cases, one of the cars were of the lower segment and did not concern our study. The cars the respondents owned were:

28

PREMIUM SEGMENT CARS

HONDA OPEL LANCER FORD ESTEEM BALENO

NON PREMIUM SEGMENT CARS Maruti Zen, 800 Fiat Uno Fiat Ambassador
The Frequency of buying a car amongst between 2-3 years. (2-6) The whole family was a part of the purchase decision. (38) The factor that most affected the purchase decision was mainly Technical Knowledge, as proved by 34 responses in its favor. The use of Finance schemes was not made, as about 42 respondents give No, as their answer. 36, our of 50 respondents said that they were satisfied with their present car. Honda, reminded 26 people of all the attributes associated with a good car. Like, technology, superiority, luxury, status, and of course, price. About 26 people said that they are planning to purchase of Honda next. the average respondents was

29

12 people, out of the 24, who said that they were not interest in purchasing a Honda, because they had better options. The rest of the 12 comprised of people who said cant say, or, havent decided.

30

TESTING OF HYPOTHESIS

Testing of Hypothesis, as defined earlier is the proposition, or set of propositions set forth as an explanation for the occurrence of some specified group of

phenomenon, either asserted merely as a provisional conjecture, to guide some investigation, or accepted as highly probable, in the light of some established facts. The Hypothesis can be placed as the most critical part of any research. For the Hypothesis testing of my report, I have used The Wilcoxson Rank Method. 1. Honda, 2. Opel, 3. Mitsubishi Lancer, 4. Ford, and, 5. Maruti Suzuki Baleno. The figures used in this test are the totals of the highest ranks given by the respondents, to any of the cars in the attributes of Technology, Efficiency,

Performance, Style and Luxury. This has been done to avoid unintentional bias towards any particular car. The Wilcoxons Rank Test will follow on the next pages.

31

Products of Honda

32

PRODUCT SPECIFICATION

1. Honda Accord 2. Honda CRV 3. Honda City 4. Honda Civic

Honda Accord:

2,997cc Water-cooled 4-stroke SOHC V6 VTEC

1. 2.

Accord 2.4 VTi-L A/T Accord 2.4 VTi-L M/T

33

3.

Accord V6 VTEC A/T

Accord 2.4 VTi-L A/T THE UNBEATABLE ALL NEW ACCORD VTI-L A/T FROM HONDA Engine - 2,354 cc, water-cooled 4-stroke DOHC, I-VTEC with programmed fuel injection engine giving an enormous power of 142 BHP at 5500 rpm and a maximum torque of 20.0 kgm at 4700 rpm. Steering - rack and pinion, hydraulic power assisted. Suspension - independent double wishbone with coil spring and stabilizer suspension in the front & independent 5-link double wishbone with coil spring and stabilizer in the rear. Brakes - ventilated disc type at front & disc type at rear. Transmission - 5-speeds electronically controlled automatic, one reverse. Tyres - 205/60 r 16 Turning Radius - 5.5 m. Safety Features - anti-1. Exterior Features - Aluminium wheels, printed rear antenna, body coloured door mirrors with side protectors, door mirrors with side turn indicators, dual exhaust and rear licensed garnish in chrome.

34

Interior Features - leather interior, 6 CD changer in dash with 6 speakers and am/fm stereo, gear shift knob, steering wheel, front console panel, inner door handles, black out meter, rear reading lights and door co-operated map light. Control Features - power windows, door locks and retractable power door mirrors, driver seat adjustment, tilt and telescopic steering column system, dual zone automatic climate control system, audio control on steering wheel, cruise control, illumination control and variable timing intermittent windshield wiper with washers.

Convenience features - vanity mirrors on sun visors with illumination, remote control power windows, front center armrest, locable fold down rear seat, head lamp beam height adjustment. ACCORD 2.4 VTI-L M/T The Unbeatable all new accord vti-l m/t from honda Engine - 2,354 cc, water-cooled 4-stroke DOHC, I-VTEC 16 valve in-line engine giving an enormous power of 142bhp at 5500 rpm and a maximum torque of 20 kgm at 4700 rpm.

35

Suspension - independent double wishbone with coil spring and stabilizer suspension in the front & independent 5-link double wishbone with coil spring and stabilizer in the rear. Brakes - front & rear disc brakes with anti-lock braking system (abs). Transmission - syncromesh, 5 forward speeds and one reverse manual transmission. Tyres - 205/65 r 15, 5 spoke alloys with tubeless tyres. Turning Radius - 5.50 m. Safety Features - anti-lock braking system (abs) and electronic brake force distribution (ebd), front & rear fog lights, dual stage smart airbag system, keyless entry with anti-theft alarm, engine check warning, door and trunk ajar warning, key, seat belt and lighting alarm, whiplash protection for front seat headrest. Exterior Features - aluminium 5 spokes alloy wheels, body coloured door mirrors with electronic retraction mechanism, side protectors and side step garnish, printed rear antenna, chrome coloured licensed garnish and body coloured with chrome side door protection moulding. Interior Features - leather interior, 6 cd changed in dash with 6 speakers and am/fm stereo, wood grained with

36

chrome coloured front console pannel, chrome coloured inner door handles, black odo meter, rear reading lights. Control Features - power windows, door locks and retractable power door mirrors, 8-way full power driver seat adjustment, tilt and telescopic steering column system, dual zone automatic climate system, audio control on steering wheel, illumination control and variable timing intermittent windshield wiper with washers. Convenience Features - vanity mirrors on sunvisors with illumination, remote control power windows, front center armrest, locable fold down rear seat, rear center arm rest with locable trunk-through access, head lamp beam focus adjustment.

ACCORD V6 VTEC A/T The unbeatable all new accord V6 VTEC A/T

Engine - 2,997 cc, water-cooled 4-stroke sohc, v6 vtec with

programmed fuel injection engine giving an enormous power of 221bhp at 6300 rpm and a maximum torque of 28.1 kgm at 5000 rpm.

Steering - rack and pinion, hydraulic power assisted.

37

Suspension - independent double wishbone with coil spring and

stablizer suspension in the front & independent 5-link double wishbone with coil spring and stablizer in the rear.

Brakes - ventilated disc type at front & disc type at rear.

Transmission - 5-speeds electronically controlled automatic, one

reverse.

Tyres - 205/60 r 16

Turning Radius - 5.5 m.

Safety Features - anti-lock braking system (abs) and electronic

brake force distribution (ebd), traction control system (tcs), dual stage smart airbag system, front & rear fog lamps, keyless entry with anti-theft alarm, engine check warning, door and trunk ajar warning, key, seat belt and lighting alarm.

Exterior Features - Aluminium wheels, printed rear antenna,

body coloured door mirrors with side protectors, door mirrors with side turn indicators, dual exhaust and rear licensed garnish in chrome.

Interior Features - leather interior, 6 cd changer in dash with 6

speakers and am/fm stereo, gear shift knob, steering wheel, front
38

console panel, inner door handles, black out meter, rear reading lights and door co-operated map light.

Control Features - power windows, door locks and retractable

power door mirrors, driver seat adjustment, tilt and telescopic steering column system, dual zone automatic climate control system, audio control on steering wheel, cruise control, illumination control and variable timing intermittent windshield wiper with washers.

Convenience Features - vanity mirrors on sunvisors with

illumination, remote control power windows, front center armrest, locable fold down rear seat, head lamp beam height adjustment.

2. HONDA CITY

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1497cc, 4-Cyl,In-line,16-Val,VTEC, 100 Bhp, 5800 rpm, 13.5 Torque, Disc Brakes with Alloy Wheels,VTEC variant is also available ABS,Dual SRS Airbags, G-CON and Leather Interior Honda City :
(a)

Honda City VXI Honda City Gxi Honda City Zx Vtec Honda City Zx Gxi - CVT

(b) (c) (d)

THE UNBELIEVABLE NEW CITYZX EXI Engine - 1497, 4-cylinder, in-line, 8-valve, PGM-FI(program fuel injection), I-DSI giving an enormous power of 77 BHP at 5000 rpm and a maximum torque of 12.8 at 2700 rpm.
40

Transmission Type - Synchromesh - 5 forward, 1 reverse Kerb Weight - 1055 Brake - Servo assisted hydraulic type with ventilated disc in front and drum brakes at rear. Suspension - Front-mcpherson strut with stabilizer rear --h-type torsion beam suspension. Steering - Rack & pinion, electric power assisted and minimum turning radius 4.9m. Wheels - Steel wheels. Tyres - 175 /65 R14 Tubeless and size is 14 x 5 1/2 JJ. Dimensions(mm) - 4390(l)/ 1695(w) / 1495(h) Wheelbase(mm) - 2450 Ground Clearance (mm) - 160 Fuel Tank Capacity (LTR) - 42

THE NEW CITY ZX GXI ENGINE - 1497, 4-Cylinder, In-line, 8-Valve, PGM-FI(Program Fuel Injection), I-DSI giving an enormous power of 77 BHP at 5000 rpm and a maximum torque of 12.8 at 2700 rpm. TRANSMISSION TYPE - Synchromesh - 5 forward, 1 Reverse
41

KERB WEIGHT - 1060 BRAKE - Servo Assisted Hydraulic Type with Ventilated Disc in Front and Drum brakes at Rear. SUSPENSION - FRONT--McPherson Strut with Stabilizer

42

REAR --H-Type Torsion Beam Suspension STEERING - Rack & Pinion, Electric power assisted and minimum turning radius 4.9m. WHEELS - Steel Wheels TYRE - 175 /65 R14 Tubeless and size is 14 x 5 1/2 JJ. DIMENSIONS(MM) - 4390(L)/ 1695(W) / 1495(H) WHEELBASE(MM) - 2450 GROUND CLEARENCE(MM) - 160 FUEL TANK CAPACITY(LTR) - 42

43

THE NEW CITY ZX VTEC

ENGINE - 1497, 4-Cylinder, In-line, 16-Valve, PGM-FI(Program Fuel Injection), VTEC giving an enormous power of 100 BHP at 5800 rpm and a maximum torque of 13.5 at 4800 rpm. TRANSMISSION TYPE - Synchromesh - 5 forward, 1 Reverse. KERB WEIGHT - 1065 BRAKE - Servo Assisted Hydraulic Type with Ventilated Disc in Front and Rear. SUSPENSION - FRONT--McPherson Strut with Stabilizer REAR --H-Type Torsion Beam Suspension STEERING - Rack & Pinion, Electric power assisted and minimum turning radius 4.9m. WHEELS - Alloy Wheels TYRE - 175 /65 R14 Tubeless and size is 14 x 5 1/2 JJ. DIMENSIONS(MM) - 4390(L)/ 1695(W) / 1495(H) WHEELBASE(MM) - 2450 GROUND CLEARENCE(MM) - 160 FUEL TANK CAPACITY(LTR) - 42

44

HONDA CITY ZX GXI CVT

ENGINE - 1497, 4-Cylinder, In-line, 8-Valve, PGM-FI(Program Fuel Injection), I-DSI giving an enormous power of 77 BHP at 5000 rpm and a maximum torque of 12.8 at 2700 rpm. TRANSMISSION TYPE - Synchromesh - 5 forward, 1 Reverse KERB WEIGHT - 1085 BRAKES - Servo Assisted Hydraulic Type with Ventilated Disc in Front and Drum brakes at Rear. SUSPENSION - FRONT--McPherson Strut with Stabilizer REAR --HType Torsion Beam Suspension STEERING - Rack & Pinion, Electric power assisted and minimum turning radius 4.9m. WHEELS - Steel Wheels TYRE - 175 /65 R14 Tubeless and size is 14 x 5 1/2 JJ. DIMENSIONS(MM) - 4390(L)/ 1695(W) / 1495(H) WHEELBASE(MM) - 2450 GROUND CLEARENCE(MM) - 160 FUEL TANK CAPACITY(LTR) - 42

45

HONDA CRV

2,354cc, 4-stroke,Spark ignition, i-VTEC, 2.4L, Gasoline 4-Cylinder (a) (b) (A) Honda Crv At Honda Crv Mt HONDA CR-V AUTOMATIC TRANSMISSION ENGINE - 2,354, 4-stroke, Spark ignition, Gasoline, 4 Cylinder, i-VTEC with PGM- FI (Programmed Fuel Injection) giving an enormous power of 161 ps at 5800 rpm and a maximum torque of 218 at 4200 rpm. TRANSMISSION TYPE 6- Speed Automatic, One Reverse.

46

KERB WEIGHT (KG) - 1535 BRAKE - Ventilated Discs at FRONT and Discs at REAR. SUSPENSION - FRONT: MacPherson Strut, Coil Spring, Torsion Anti-Roll Bar <<>> REAR: Double wishbone, Coil Spring, Torsion Anti-Roll Bar. DIMENSIONS (MM) - [4,530(L), 1,820(W), 1,680(H)] WHEELBASE (MM) - 2,620 mm MINIMUM GROUND CLEARANCE (MM) - 185 STEERING TYPE - Collapsible, Hydraulic Power Assisted FEATURE EXTERIOR - Head Lights with 4 Bulb, Halogen, Projector Type, Double Front Grill, 17" Alloy Wheels, Outer Door Mirror with Body Colored with Side Turn Indicators, Fog Lamps, Front Windshield Green Tinted Glasses and Wipers & Washer are intermittent. TYRE SIZE - 215/65 R16 WHEEL SIZE - 17 x 6 J FUEL TANK CAPACITY (LTS.) - 58 FEATURE INTERIOR - Independent Auto AC, Driver Seat 8-way Power adjustable with lumber support, Rear Seats are 40:20:40 Split Foldable with 8 versatile seating Combinations, 6-CD Changer, AM/ FM, Auto Volume Control

47

(B) HONDA CRV MANUAL TRANSMISSION ENGINE 2,354, 4-stroke, Spark ignition, Gasoline, 4 Cylinder, iVTEC with PGM- FI (Programmed Fuel Injection) giving an enormous power of 161 ps at 5800 rpm and a maximum torque of 218 at 4200 rpm. TRANSMISSION TYPE - 5-Speed Manual, One Reverse. KERB WEIGHT (KG) - 1535 BRAKE - Ventilated Discs at FRONT and Discs at REAR. SUSPENSION - FRONT: MacPherson Strut, Coil Spring, Torsion Anti-Roll Bar <<>> REAR: Double wishbone, Coil Spring, Torsion AntiRoll Bar. DIMENSIONS (MM) - [4,530(L), 1,820(W), 1,680(H)] WHEELBASE (MM) - 2,620 mm MINIMUM GROUND CLEARANCE (MM) - 185 STEERING TYPE - Collapsible, Hydraulic Power Assisted FEATURE EXTERIOR - Head Lights with 4 Bulb, Halogen, Projector Type, Double Front Grill, 17" Alloy Wheels, Outer Door Mirror with Body Colored with Side Turn Indicators, Fog Lamps, Front Windshield Green Tinted Glasses and Wipers & Washer are intermittent. TYRE SIZE - 215/65 R16 WHEEL SIZE - 17 x 6 J FUEL TANK CAPACITY (LTS.) - 58
48

FEATURE INTERIOR - Independent Auto AC, Driver Seat 8-way Power adjustable with lumber support, Rear Seats are 40:20:40 Split Foldable with 8 versatile seating Combinations, 6-CD Changer, AM/ FM, Auto Volume Control

49

HONDA CIVIC 1.8:

1799cc,1.8 Lt. 16 valve SOHC i-VTEC,132PS/ 6300 rpm, Multiplex Meter and Brake Assist with g-con Technology (a) (b) (c) (d) Honda Civic 1.8 S M/T Honda Civic 1.8 S A/t Honda Civic 1.8 V M/T Honda Civic 1.8 V A/T
50

(A) CIVIC (1.8 S M/T)-- PURE EXHILARATION DIMENSIONS(MM) - [4545(L),1750(W),1450(H)] KERB WEIGHT (KG) - 1210 BRAKES - Ventilated Disc at FRONT Brake and Discs at REAR Brake ENGINE I-VTEC, 1.8L,4-Cylinder, In-line,16 Valves, Petrol,PGMFi,1799cc PERFORMANCE-Max. Power - 132PS@6300 rpm, Max. Torque - 17.5 Kg-m @ 4300 rpm TRANSMISSION - Type Synchromesh 5 forward 1 Reverse - 5speed AT with Paddle Shift, Grade Logic Control & Shift Lock

SUSPENSION - Front Suspension - McPherson, Coil Spring with Torsion Bar, Rear Suspension - Double- wishbone, Coil spring with Torsion Bar STEERING - Steering Type - Collapsible, Power Assisted; Min. Turning Radius - 5.4 m TYRES & WHEELS - Wheel Type - Alloy, Wheel Rim Size - 15 x 6J,Tyres - 195 / 65 R15 (Tubeless) EXTERIOR FEATURES - Body Colored Exteriors - Bumpers, Door Mirrors, Outside Door Handles with Chrome ;Door Protector - Body Colored with Chrome Insert; Windshield Wiper 51

Opposed Flat-Blade Type, 3- Speed Intermittent; Windshield Glass & Door Glass - Green Tint; Alloy Wheels - 5-spoke 15"; Exhaust Pipe - Dual with Exhaust Pipe Finisher INTERIOR FEATURES - Interior Color Combination - Beige & Black; Combination Meter - Multiplex Meter with illumination Control; Steering Type - Power, Tilt & Telescopic; Steering Wheel - 3-spoke Leather Wrapped; Power Windows Switch Panel - Silver Finish; Console Pocket - Metallic Finish with Lid; Interior Lights - Map Lights, Rear Reading Lights; Audio System - Integrated 2 DIN AM/ FM, 6 CD Changer, MP3 / WMA; Speakers - 6 Speakers (2 Front +2 Rear + 2 Tweeter);Antenna Rear Glass Printed CONVENIENCE - Power Options - Power Windows / Door Lock; Outer Door Mirrors - Electricity Retractable Power Outer Mirrors; Rear View Mirror - Day / Night Type; Sun visor Vanity Mirror with Lid - Driver + Passenger ; Front Seat with back Pockets - Driver + Passenger; Adjustable Seat Headrests - Front + Rear; Front Seat Center Armrest - Slide type with Storage;Front Type Holders - Slide Type Lid with Retractable Partition; Rear Seat Armrest - With Audio Controls & Cup Holder with Lid; Air Conditioner - Auto AC with Silver-finish AC Vents; Driver Seat

52

with Height Adjuster Device , Key-in, Seatbelt & Headlamp-on Alarm, Door & Trunk Ajar Warning,Low fuel - Warning Lamp SAFTY Dual SRS Airbags,Anti-lock Brake System

(ABS),Electronic Brake-Force Distribution (EBD), Brake Assist (BA), Front Pretensioner Seatbelts, Front Seatbelts Height Adjuster, Child-proof Rear Door Locks, Rear Windows Defroster, Dual Horn, Keyless Entry with Security Answerback, Immobilizer System, Security Alarm System, Wave Key

53

(B) CIVIC (1.8 S A/T)-- PURE EXHILARATION DIMENSIONS(MM) - [4545(L),1750(W),1450(H)] KERB WEIGHT (KG) - 1240 BRAKES - Ventilated Disc at FRONT Brake and Discs at REAR Brake ENGINE - i - VTEC, 1.8L,4-Cylinder, In-line,16 Valves, Petrol,PGMFi,1799cc PERFORMANCE - Max. Power - 132PS@6300 rpm, Max. Torque 17.5 Kg-m @ 4300 rpm TRANSMISSION - Type Synchromesh 5 forward 1 Reverse - 5-speed AT with Paddle Shift, Grade Logic Control & Shift Lock SUSPENSION - Front Suspension - McPherson, Coil Spring with Torsion Bar, Rear Suspension - Double- wishbone, Coil spring with Torsion Bar STEERING - Steering Type - Collapsible, Power Assisted; Min. Turning Radius - 5.4 m TYRES & WHEELS - Wheel Type - Alloy, Wheel Rim Size - 15 x 6J,Tyres - 195 / 65 R15 (Tubeless)

54

EXTERIOR FEATURES - Body Colored Exteriors - Bumpers, Door Mirrors, Outside Door Handles with Chrome ;Door Protector - Body Colored with Chrome Insert;Windshield Wiper - Opposed Flat-Blade Type, 3- Speed Intermittent; Windshield Glass & Door Glass - Green Tint; Alloy Wheels - 5-spoke 15"; Exhaust Pipe - Dual with Exhaust Pipe Finisher INTERIOR FEATURES - Interior Color Combination - Beige & Black; Combination Meter - Multiplex Meter with illumination Control; Steering Type - Power, Tilt & Telescopic; Steering Wheel - 3-spoke Leather Wrapped; Power Windows Switch Panel - Silver Finish; Console Pocket - Metallic Finish with Lid; Interior Lights - Map Lights, Rear Reading Lights; Audio System - Integrated 2 DIN AM/ FM, 6 CD Changer, MP3 / WMA;Speakers - 6 Speakers (2 Front +2 Rear + 2 Tweeter);Antenna - Rear Glass Printed CONVENIENCE - Power Options - Power Windows / Door Lock; Outer Door Mirrors - Electricity Retractable Power Outer Mirrors; Rear View Mirror - Day / Night Type; Sun visor Vanity Mirror with Lid - Driver + Passenger ; Front Seat with back Pockets - Driver + Passenger; Adjustable Seat Headrests - Front + Rear; Front Seat Center Armrest Slide type with Storage;Front Type Holders - Slide Type Lid with Retractable Partition; Rear Seat Armrest - With Audio Controls & Cup Holder with Lid; Air Conditioner - Auto AC with Silver-finish AC Vents;
55

Driver Seat with Height Adjuster Device , Key-in, Seatbelt & Headlampon Alarm, Door & Trunk Ajar Warning,Low fuel - Warning Lamp SAFTY - Dual SRS Airbags,Anti-lock Brake System (ABS),Electronic Brake-Force Distribution (EBD), Brake Assist (BA), Front Pretensioner Seatbelts, Front Seatbelts Height Adjuster, Child-proof Rear Door Locks, Rear Windows Defroster, Dual Horn, Keyless Entry with Security Answerback, Immobilizer System, Security Alarm System, Wave Key

( C ) MODEL CIVIC (1.8 V A/T) CONVENIENCE - Power Options - Power Windows / Door Lock; Outer Door Mirrors - Electricity Retractable Power Outer Mirrors; Rear View Mirror - Day / Night Type; Sun visor Vanity Mirror with Lid - Driver + Passenger ; Front Seat with back Pockets - Driver + Passenger; Adjustable Seat Headrests - Front + Rear; Front Seat Center Armrest Slide type with Storage;Front Type Holders - Slide Type Lid with Retractable Partition; Rear Seat Armrest - With Audio Controls & Cup Holder with Lid; Air Conditioner - Auto AC with Silver-finish AC Vents; Driver Seat with Height Adjuster Device , Key-in, Seatbelt & Headlampon Alarm, Door & Trunk Ajar Warning,Low fuel - Warning Lamp

56

DIMENSIONS(MM) - [4545(L),1750(W),1450(H)] ENGINE - i - VTEC, 1.8L,4-Cylinder, In-line,16 Valves, Petrol,PGMFi,1799cc EXTERIOR FEATURES - Body Colored Exteriors - Bumpers, Door Mirrors, Outside Door Handles with Chrome ;Door Protector - Body Colored with Chrome Insert;Windshield Wiper - Opposed Flat-Blade Type, 3- Speed Intermittent; Windshield Glass & Door Glass - Green Tint; Alloy Wheels - 5-spoke 15"; Exhaust Pipe - Dual with Exhaust Pipe Finisher INTERIOR FEATURES - Interior Color Combination - Beige & Black; Combination Meter - Multiplex Meter with illumination Control; Steering Type - Power, Tilt & Telescopic; Steering Wheel - 3-spoke Leather Wrapped; Power Windows Switch Panel - Silver Finish; Console Pocket - Metallic Finish with Lid; Interior Lights - Map Lights, Rear Reading Lights; Audio System - Integrated 2 DIN AM/ FM, 6 CD Changer, MP3 / WMA;Speakers - 6 Speakers (2 Front +2 Rear + 2 Tweeter);Antenna - Rear Glass Printed KERB WEIGHT (KG) - 1240 PERFORMANCE - Max. Power - 132PS@6300 rpm, Max. Torque 17.5 Kg-m @ 4300 rpm

57

SAFTY - Dual SRS Airbags,Anti-lock Brake System (ABS),Electronic Brake-Force Distribution (EBD), Brake Assist (BA), Front Pretensioner Seatbelts, Front Seatbelts Height Adjuster, Child-proof Rear Door Locks, Rear Windows Defroster, Dual Horn, Keyless Entry with Security Answerback, Immobilizer System, Security Alarm System, Wave Key STEERING - Steering Type - Collapsible, Power Assisted; Min. Turning Radius - 5.4 m SUSPENSION - Front Suspension - McPherson, Coil Spring with Torsion Bar, Rear Suspension - Double- wishbone, Coil spring with Torsion Bar TRANSMISSION - Type Synchromesh 5 forward 1 Reverse - 5-speed AT with Paddle Shift, Grade Logic Control & Shift Lock TYRES & WHEELS - Wheel Type - Alloy, Wheel Rim Size - 15 x 6J,Tyres - 195 / 65 R15 (Tubeless) INDICATOR - Body Color with Turn Indicator BRAKES - Ventilated Disc at FRONT Brake and Discs at REAR Brake

58

(D) MODEL CIVIC (1.8 V M/T) BRAKES - Ventilated Disc at FRONT Brake and Discs at REAR Brake CONVENIENCE - Power Options - Power Windows / Door Lock; Outer Door Mirrors - Electricity Retractable Power Outer Mirrors; Rear View Mirror - Day / Night Type; Sun visor Vanity Mirror with Lid - Driver + Passenger ; Front Seat with back Pockets - Driver + Passenger; Adjustable Seat Headrests - Front + Rear; Front Seat Center Armrest Slide type with Storage;Front Type Holders - Slide Type Lid with Retractable Partition; Rear Seat Armrest - With Audio Controls & Cup Holder with Lid; Air Conditioner - Auto AC with Silver-finish AC Vents; Driver Seat with Height Adjuster Device , Key-in, Seatbelt & Headlampon Alarm, Door & Trunk Ajar Warning,Low fuel - Warning Lamp DIMENSIONS(MM) - [4545(L),1750(W),1450(H)] ENGINE - i - VTEC, 1.8L,4-Cylinder, In-line,16 Valves, Petrol,PGMFi,1799cc EXTERIOR FEATURES - Body Colored Exteriors - Bumpers, Door Mirrors, Outside Door Handles with Chrome ;Door Protector - Body Colored with Chrome Insert;Windshield Wiper - Opposed Flat-Blade Type, 3- Speed Intermittent; Windshield Glass & Door Glass - Green

59

Tint; Alloy Wheels - 5-spoke 15"; Exhaust Pipe - Dual with Exhaust Pipe Finisher INTERIOR FEATURES - Interior Color Combination - Beige & Black; Combination Meter - Multiplex Meter with illumination Control; Steering Type - Power, Tilt & Telescopic; Steering Wheel - 3-spoke Leather Wrapped; Power Windows Switch Panel - Silver Finish; Console Pocket - Metallic Finish with Lid; Interior Lights - Map Lights, Rear Reading Lights; Audio System - Integrated 2 DIN KERB WEIGHT (KG) - 1210 PERFORMANCE - Max. Power - 132PS@6300 rpm, Max. Torque 17.5 Kg-m @ 4300 rpm SAFTY - Dual SRS Airbags,Anti-lock Brake System (ABS),Electronic Brake-Force Distribution (EBD), Brake Assist (BA), Front Pretensioner Seatbelts, Front Seatbelts Height Adjuster, Child-proof Rear Door Locks, Rear Windows Defroster, Dual Horn, Keyless Entry with Security Answerback, Immobilizer System, Security Alarm System, Wave Key STEERING - Steering Type - Collapsible, Power Assisted; Min. Turning Radius - 5.4 m

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SUSPENSION - Front Suspension - McPherson, Coil Spring with Torsion Bar, Rear Suspension - Double- wishbone, Coil spring with Torsion Bar TRANSMISSION - Type Synchromesh 5 forward 1 Reverse - 5-speed AT with Paddle Shift, Grade Logic Control & Shift Lock TYRES & WHEELS - Wheel Type - Alloy, Wheel Rim Size - 15 x 6J,Tyres - 195 / 65 R15 (Tubeless) INDICATOR - Body Color with Turn Indicator

61

Tools & Technique s

62

TOOLS & TECHNIQUIE

HONDA CITY, HONDA ACCORD , HONDA CRV & HONDA CIVIC
HONDA CITY ZX :

1.

Door Visor Give your city the styling of a door visor and enjoy the comforts on a rainy day. An exquisitely designed feature to prevent the water drops from entering the car even if the window glass is rolled down for ventilation on a rainy day.

2.

Door Mirror Cover Enhance the exterior appeal of your car with the specially designed Honda genuine door mirror cover. Attached to the door mirror of your car, it protects the door mirror from any possible scratches in heavy traffic areas.

3.

Door Handle Cover Add a touch of chrome to the door handle of your car. This is an add-on cover to the door handle and prevents it from scratches or other external damages.

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4.

Alloy Wheels (14") Give your City a sporty look by using Honda Alloy wheels. These really stand out in the crowd. The lighter weight of alloy gives you the extra benefit of better driving & fuel efficiency.

5.

Half Seat Cover Enjoy the gentle feel & soft touch by embracing your city's seat covers with the elegant looking half seat covers. They are easy to use and require minimum maintenance.

6.

Side Step Garnish When you open the door of your City to step out, you are greeted by the luxury of the garnished side step. It protects the door footstep area of your car and is easy to clean.

7.

Lock Knob (Gold/ Silver) A classy and stylish way to lock and unlock the doors of your car - the shimmering gold and shining silver adds a sparkle to the interiors of your City

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8.

Leather Seat Cover Experience the perfect combination of luxury & style with specially designed exquisite leather seat covers. These are available in full leather or PU coated styles.

9.

Fabric Seat Covers Pamper your car with the elegant fabric seat covers. They enhance the interior appeal of your City.

10. Head Rest Pillow Rest your head in peace with the unique and innovative Honda genuine head rest pillow. It is an accessory that makes sure you travel in style and comfort. 11. Seat Belt Pad: Experience the safety of wearing a seat belt without its discomfort by using Honda genuine seat belt pad. This cushions the passenger from the sharp edges of the seat belt 12. Pocket Auto Radio: A perfect utility item designed to keep your smaller valuables and enhance dashboard looks. It is easy to install and recesses neatly into the dashboard
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13. Rubber Mats: These help in keeping the interior clean - a very useful item especially in areas with heavy rainfall 14. Floor Mats: Specially designed to outlast ordinary generic mats, these prevent staining on the floor and are very effective components in airconditioning & sound proofing 15. Body Cover: Cover your precious car with the Honda genuine body cover. This acts as a protective shield & keeps it secure from dust, storm & spying eyes 16. Front Fog Lamp : Enhance your front visibility in thick, foggy driving conditions. The fog lamp provides uniform light distribution, which helps in smooth driving. It also gives a sporty look to your city 17. Rear Fog Lamp: The rear never takes a back seat with the unique Honda rear fog lamp. In adverse & foggy driving conditions it acts as an indicator for the vehicle trailing behind your Honda

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18. Shift Lock Set (MT/AT): Play safe by using Honda genuine shift lock. Primarily a mechanical gear lever immobiliser, it is generally used as an ergonomic, no-mess car lock 19. Shift Lock Set (MT/AT): Play safe by using Honda genuine shift lock. Primarily a mechanical gear lever immobiliser, it is generally used as an ergonomic, no-mess car lock.

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(B) ACCESSORIES FOR HONDA ACCORD

1.

Aerodynamic Front Under Spoiler: Give your car a sporty look and enhance its exterior appeal by aerodynamic design of the under spoiler.

2.

Fender Wheel Trim in Chrome: A touch of chrome to garland your wheel. An indomitable style statement to announce you have arrived.

3.

Trunk Spoiler: Stability at high speeds, sporty looks at all speeds with its aerodynamic design and appearance; you would wonder why it is called a spoiler

4.

Door Edge Protector/ Bumper Corner Protector: Protects the bumper and door corner of the car from scratching during tight parking or a narrow road.

5.

Floor Mat with Embroidered Accord Logo: They prevent the floor from getting stained. Their elegant design complements your interior while the embroidered Accord logo gives it a customized look.

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( C ) ACCESSORIES FOR HONDA CRV

1.

Roof Rack Set: Space is never an issue on your CR-V. When the rear is full, it's time to reach for the top. A unique roof rack set that accommodates your extra cargo.

2.

Tail Gate Spoiler: The rear never takes a back seat with the sporty Tail Gate Spoiler for a sporty look and better aerodynamics. Now leave behind a crowd of envious onlookers

3.

Fender Flare: The aggression gets unleashed side ways this time. A distinct flare running across the length that sets of you and your CR-V , far apart from others

4.

Fog Light & Garnish: Enhance your visibility during adverse driving conditions with Fog Lamps. Dominate the road right from the front with the unique, rugged fog light garnish. Perfect for that unmatched solid feel and gives a commanding pressence when you need one.

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5.

Metal Interior Panels: What can be better than the unique metallic panels with exquisite finishing to complement your personality and your mood

6.

Woody Interior Panel: Add a bit of polish to the interiors by the aesthetic woody panel and instantly enhance the luxurious appeal of your CR-V

7.

Armrest: Give your body the rest it deserves. An innovative armrest that gives more than needed comfort along with the utility of storing your items.

8.

Instrument Tray Mat: A perfect accessory specially designed to protect the area from scratches & keeping things in place.

9.

Leather Seats: Pamper yourself and soak in the elegance of the specially designed, rich, real leather seat covers. Style meets design. Luxury meets comfort.

10. Gold Emblems: Add a touch of elegance to your perfectly styled CR-V. Go ahead, make a mark on the road with the genuine 24 karat gold plated emblems.
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11. Spare Tyre Cover: Cover your spare tyre beautifully. This easy to use cover enhances the rear appeal of your car.at the back for fast response time when you need to change tyres in a hurry. 12. Exhaust Pipe Finisher (Gold): Impress your followers by leaving behind a trail of gold. The perfect touch at the end to make a clean impression 13. Floor Mats: Treat Your CR-V like your home. A set of floor mats that prevents dust and mud from spoiling the interior and the carpeted body 14. Cargo Net: The ideal way to keep your cargo firmly in places. So when your CR-V is on the move, it makes sure your cargo isn't. 15. Rear Under Mirror: For obstacles that lay behind, stay in total control with the rear under mirror. A mirror that gives complete rear visibility, especially during reversing your CR-V 16. Tonneau Cover: This cover helps to keep your cargo safe and secure from dust, sunlight and even peeping eyes

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( D ) ACCESSORIES FOR HONDA CIVIC 1. Door Visor : Lower the window glass without spoiling your hair. Enjoy the thrill of driving in the rain without getting wet. Make a style statement with the door visors 2. Trunk Spoiler & Rear Fog Light: Accentuate the aerodynamics & sporty looks of your civic with Trunk Spoiler. The Rear Fog Lights ensure better visibility to the vehicles following you during bad weather 3. Body Cover: Durable, high-quality, tested material assures protection

from harsh sunlight, dust and jealous neighbours. 4. Front Under Spoiler : Enhance the aggressive front stance of Civic and reduce air turbulence with the Front Under Spoiler. 5. Side Under Spoiler: Visually lower the car for a sportier stance with the Side Under Spoiler.
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6.

Rear Lower Skirt : Emphasize the sporty rear of the Civic with the aerodynamic Rear Under Spoiler.

7.

Wheel Lock Nuts: Wheel Nut locks not only protects your car's original alloy wheels from theft but also makes them look hot and with it.

8.

Front Fog Light: To improve driver's visibility in inclement weather.

9.

Panel Garnish: Add to the 'space age' looks of the interior with the brushed aluminium effect Instrument Panel Garnish.

10. Side Step Garnish; Protects the side step and looks just great! (2 piece set for front door)

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11. Lock Knob (Gold/ Silver): A classy and stylish way to lock and unlock the doors of your car - the shimmering gold and shining silver adds a sparkle to the interiors of your City. 12. Rear Door Sunshade : Ensure your privacy and keep your cool on sunny days with this custom designed Sunshade. 13. Portable Ashtray : A practical, easy to clean Ashtray that fits in neatly into the cup holder. 14. Cigarette Lighter : Custom designed Cigarette Lighter for your convenience. 15. Cup Holder : Park your drink in the rear door pocket with this practical, easy to clean Cup Holder

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Graphical Data Interpretation

75

GRAPHICAL DATA INTERPRETATION

FACTORS AFFECTING PURCHASRE

16% 0% 16%

20%

48%

U sed E arlier

Friends

Tech. K nowledge

Price

O thers

76

FREQUENCY OF PURCHASE

Else

0%

2-3 Yrs TIME

52%

1-2 yrs.

48%

Every yr.

0%

0%

10%

20%

30% PERCENT

40%

50%

60%

PURCHASE DECISION

FACTORS AFFECTING PURCHASRE

Others 0

Family

76

Self

24

10

20

30
77

40

50

60

70

80

16

0 16

20

48
User Earlier Friends Tech. Knowledge Price Others

USE FINANCE SCHEMES

78

90 80 70 60 50 40 30 20 10 0 Yes 16

84

No

79

SATISFACTION WITH PRESENT CAR

Ex. Dissatisfied

Som. Dissatisfied Somewhat Satisfied Extremely satisfied 0

28

72 10 20 30 40 50 60 70 80

HONDAS ATTRIBUTES

24

0 52 8

8 Technology 8 Superiority Luxury Price Status All mentioned

80

PLANS TO BUY A HONDA

No

48

Yes

52

46

47

48

49

50

51

52

53

16

14

52

2 4 8

Honda

Cielo

Estemm 4 Opel

81

Safari

Baleno

Lancer

MOST PREFERRED NEXT CAR

82

Financial Analysis

83

FINANCE ANALYSIS

Prime Honda facilitates financing of your Honda Cars through reputed financiers in the market. Please note that conditions apply. Sanctioning of loan is at the discretion of the financier. ELIGIBILITY Salaried individuals in the age of group of 21 to 60 years (at the end of tenor) Self employed individuals of similar age group. Partnership Firms. Public & Private Limited Companies LOAN AMOUNT Minimum Loan Amount : Rs.50,000. Maximum Loan Amount : Up to 90% of the invoice value

REPAYMENT SCHEDULE A variety of schemes to choose from. Tenor stretching up to 5 years

84

SWIFT PROCESSING

Minimal documentation. Short procedures. Approvals within 24 hours, subject to complete documentation RELATIONSHIP REWARDS Relationship rewards vary from financier to financier and from time to time and may include concessional interest rate of certain credit card holders,

repeat customers, high income persons, holders of certain financial bonds etc. DOCUMENTS USUALLY REQUIRED Proof of Identify. Proof of Income. Proof of Address. Copies of Income Tax Returns/Balance Sheet for two previous years. Copy of Bank Account statement for previous 6 months

85

INSURANCE

Insurance Price Details We facilitate insurance of your Honda Cars as well. Apart from the mandatory Third Party insurance cover, we recommend adequate insurance cover for your asset - Honda. If you are entitled to a previous No Claims Bonus, you could avail of this benefit as well. Arrange your comprehensive insurance cover through Prime Honda and avail of the following advantages:

Your date of new vehicle delivery and commencement of the insurance cover are likely to be synchronized. Thus avoiding wastage of insured days by obtaining an early insurance cover.

In the unfortunate event of an accident, Prime Honda assists you to

intimate the Insurance Company expedite Surveyor's inspection prepare estimates. collect payments from the Insurance Company on behalf of the customer (payments for claims upto Rs. 120,000 would be directly collected by us).

Effective 1st July 2002, regulations provide for insuring new cars up to 95% of the ex-showroom price only. Premia listed below reflect this amendment in Insurance regulation.

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Annual comprehensive insurence premia applicable to various models MODELS Accord 2.3 VTi-L A/T Accord 2.3 VTi-L M/T Accord V6 VTEC A/T CR-V A/T CR-V M/T CITY ZX EXi City ZX Gxi CITY ZX VTEC CITY ZX GXi - CVT CIVIC 1.8 S M/T CIVIC 1.8 S A/T CIVIC 1.8 V A/T CIVIC 1.8 V M/T CITY ZX VTEC PLUS Ghaziabad Rs.48125/Rs.46128/Rs.52978/Rs.56203/Rs.54205/Rs.20019/Rs.21382/Rs.23372/Rs.23017/Rs.34539/Rs.36537/Rs.38535/Rs.36537/Rs.25061/Delhi Rs. 49430/Rs. 47374/Rs. 54424/Rs. 57743/Rs. 55687/Rs. 20550/Rs. 21951/Rs. 23997/Rs. 23633/Rs. 35447/Rs. 37504/Rs. 39560/Rs. 37504/Rs. 25735/-

Premia based on ex-Prime Honda prices at the time of hosting & subject to change (if any) by the Insurence Company

TRADE IN AUTO TERRACE

87

We could assist you to sell off your present car by trading it in for a brand new Honda Car from us. You will be rid of a lot of uncertainties and anxieties that are most often associated with the sale and purchase of pre-owned cars, by dealing with Prime Honda. Trade-in Options Your present Honda for a New Honda City, Civic, CRV or Accord. Your present car (Non-Honda) for a brand New Honda City, Civic, CRV or Accord. Finance Could facilitate financing for purchase of pre-owned cars from Prime Honda.

88

Recommendation & Suggestions

89

RECOMMENDATIONS & SUGGESTIONS

1. The last thing that Honda can do is to compromise on its technology. It

has been observed in the case of all the cars, that have come into India, that the quality of the cars goes down over a period of time. Thus Honda should never compromise on the quality, on the basis of which it has built a strong Brand image. 2. The potential customers need to be lured in order to gain an unsurpassable lead over the other popular cars in its segment. This can be done through providing better financing services, to the next lower income segment as the segments dealt with in this study do not make use of such schemes. 3. Most customers make the decision of purchase after consulting with their families, so Honda should be projected as a corporate, as well as a family car, through their advertising campaigns. 4. The Brand Name-Honda should be maintained as an exclusive Brand.

90

5. The varieties of models

that are available

to the customer should

constantly be upgraded, and, if possible, new models launched so that the consumers dont lose the image of Honda, a coveted car. 6. Honda has not been participating actively in sponsorships and other

such activities, in India. this can be an effective campaign for the celebrity crazy Indians. (Cricketers, Filmstars).

91

Limitation of Study

92

LIMITATIONS OF THE STUDY

1. Data obtained was dependent on the memory and mood of the

respondents, this could bring about a bias in the survey. 2. Lack of time. Due to constraints of time a very small universe. 3. Errors. Human error is inevitable, both, individually and in representation of the data. 4. Some figures have been approximated. sample of the

populations could be study, which was not representative of the entire

93

Conclusion

94

CONCLUSION

After the above detailed analysis, I would like to state the following concluding points. Honda is undoubtedly the most sought after car at the present with Lancer and Maruti Baleno, following close behind. As seen by the Hypothesis Testing, Honda comes out be the most Technologically sound car, among other leading cars of the premium segment. The Perceptual map shows, the people are aware of the qualities and attributes of various cars. In their responses, as depicted on the Perceptual Map, they have rated Honda, as their most coveted car, by giving it the highest ranking among all cars in the segment, in the attributes of Technology, Efficiency, Performance, Style and Luxury. About 52% of the people had preferred Honda as their most preferred next car. Those who gave a negative response for Honda were only 24%. The rest of the 24% said that they could think of buying a Honda in future. In my view, these clients can be potential clients as well. The above points confirm the position of Honda in the Premium car segment with respect to its competitors, as well as its potential customers.

95

Most people market the purchase decision in consultation with their families. This point is to be kept in mind while framing future strategies

Factors like Technological knowledge affect the buyers the most. Thus, technology is the greatest customer pulled in the car market. Most of the people seem to be awed by the Honda brand name. They see all the attributes of an up market car in a Honda.

The above factors give us an idea of the buying behavior of the customers in the premium segment.

96

Questionnaire

97

APPENDIX

QUESTIONNAIRE

NAME : ______________________________________________________ ADDRESS: ___________________________________________________ _____________________________________________________________ CONTACT NO. (R)_______________________ (O) ___________________

Educational Background: a) Under Graduate, b) Post Graduate. Occupation: a) Company executive, b) Businessman, c) Self employed, d) Any other. Monthly income: a) 50,000-60,000 b) 60,000-70,000 c) 70,000-80,000 d) 80,000 and above.

98

Number of cars currently owned and their make. Car: a) Car: b) Car: c) Frequency of buying a car. a) Every year, b) 1-2 years, c) 2-3 years,
d) Else....

Who usually makes the decision on the purchase? a) Self, b) Family, c) Other..... Factors that affect your purchase decision.
a) Used earlier,

b) Friends, c) Technical knowledge, d) Price, e) Others.... Do you avail of finance schemes. a) Yes, b) No.

99

How would you rate the factors that influence your purchase?

(Tick box ) High a) b) c) d) e) f) g) h) Brand Name Status Styling Technology Durability Performance Fuel Efficiency Maintenance 1 1 1 1 1 1 1 1 2 2 2 2 2 2 2 2 3 3 3 3 3 3 3 3 Low 4 4 4 4 4 4 4 4 5 5 5 5 5 5 5 5

100

Are you satisfied with your present car?

Extremely Satisfied

Somewhat Satisfied

Somewhat dissatisfied

Extremely dissatisfie d.

What does the name Honda remind you of? a) Technology, b) Superiority, c) Luxury, d) Status, e) Price, f) All of the above. Do plan to buy a Honda car? a) Yes, b) No. If yes, why? a) Technology, b) Status, c) Luxury, d) Performance, e) All of the above.

101

If no, why? a) High price, b) Better options, c) Others, please specify... How do you rate Honda in comparison to other Cars? Car (1 Technol ogy (1-5) Efficienc y (1-5) Perform ance (15) Honda Opel Lancer Ford Esteem/ Baleno Your most preferred next car. ........................................................ Style (1-5) Luxury (1-5)

highest)

102

CONTACT DETAILS :
REGISTERED OFFICE : World Trade Tower Ground Floor, Barakhamba Lane, New Delhi - 110 001

LOCATION Vaishali Ansal Plaza Vaishali, Main Link Road, (Opp. Dabur Factory), Distt. Ghaziabad -201 012 (U.P) Note: Just 700 meters from Delhi - U.P. Border DELHI 120 FIE, Patparganj Industrial Area, Delhi - 110 092 Telephone 2776372 /2776373/ 2776374 2777172 / 2777173/ 2777174 Mobile No. : 9810028116 Fax : 2777175 * Prefix 95120 - for local calls from Delhi STD Code : 0120 Telephone 22155996 / 22155997 / 22155988 / 22155958 / 22155984 42141414 / 42141415 / 42141416 / 42141417 / 42141418 Fax : 22165772 * Prefix 9511 - for local calls from Noida & Ghaziabad

103

Bibliography

104

BIBLIOGRAPHY

BOOKS
Principles of Marketing

Kotler, Phillip Marketing Research Kothari, C. R . Marketing Research Gupta, Prof. S . L . Building Strong Brands David A. Aaker

JOURNAL
- Futures Magazine - An Interactive Journal - Journal of Marketing Channels

NEWSPAPERS
1. The Economic Times 2. The Times of India 3. The Hindustan Times
105

MAGAZINES
1. India Today 2. Business Today 3. Time 4. Business World

WEBSITES
www.hondasiel.com www.autocarindia.com www.overdrive.com

106