Final Project Report

SUMMER TRAINING REPORTon

Submitted in partial fulfillment of the requirements ofPost Graduate Diploma in Business Management

Submitted to:- Submitted by:-

Dr. Shekhar Trivedi HIMANSHU GUPTA

Associate Professor, Marketing Batch: 2009-11 (PGDM)

Roll no: 1189

Jaykaylon Colony,Kamla Nagar,

Kanpur-208005

GHS-IMR (PGDM)Himanshu Gupta

“Dr. Gaur Hari Singhania Institute of Management and Research”

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AUTHORISATION

The report is submitted as partial fulfillment of the requirement of MBA Program

GHS-IMR, Kanpur.

This report document titled ‘Study of Consumer Behaviour and Preferences in

Small car Segment’ is a submission of work done by Himanahu Gupta as part of

the completion of the study at Honda Siel Cars India Ltd.(HSCI) during his

internship program under the guidance of Mr. Gurusharan Dhillon, Asst. General

Manager, Product Planning.

This report has been verified and authenticated by:

Mr. Gurusharan Dhillon

Company Guide

Honda Siel Cars India Ltd.


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CERIFICATE OF TRAINNING


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PREFACE

The objective of this project is to study the consumer preference at the time of

purchase of the new small car (Ford Figo). Ford Figo has emerged as the largest

selling car in the small car segment which is why Honda is studying the same as

they are planning to launch a new car in small car segment during 2011.

In this project I have studied the behavior and preferences of the customers of Ford

Figo, which is a new car launched in India in March’2010. On the basis of that I

will get to know about the consumer buying behavior of the new car

Himanshu Gupta


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ACKNOWLEDGEMENT

On the outset, I take the opportunity to thanks Mr. Takashi Nagai, CEO & President,

Honda Siel Cars India Ltd. for giving me this opportunity to do my internship at Honda Siel

Cars India.

I would like to thank my company guide Mr. Gurusharan Dhillon, AGM, Product Planning

Department, HSCI who has been a source of inspiration for the completion of this project. The

inputs given by him have been of immense help to me. He helped me get practical exposure in

the domain of marketing, thus enhancing my knowledge and abilities.

.

I would like to thank Mr. K.L.Gupta, AGM, Taxation Department, HSCI to have extended

their help and support throughout my internship period. They guided me and gave their valuable

time throughout the internship.

I would like to thank my faculty guide Mr. Shekhar Trivedi, for the timely guidance and the

direction provided by him. He has always motivated me to put in my best foot forward by setting

high standards for me.

A big vote of thank goes out to Product Planning Team who taught me the various aspects of

the department from scratch and provided me with their valuable expertise and help opportunity

during crisis. I am highly grateful to them for giving me the chance to work with them for this

project and for their indispensable support throughout the training period.

And finally no words are good enough to acknowledge my parents for their continuous backing

and support. I pray God that I stand up to their expectations.

Himanshu Gupta


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EXECUTIVE SUMMARY

This report dealing with the topic ‘Consumer buying behaviour and preferences

in small car’ has been prepared by Himanshu Gupta; student of GHS-IMR,

Kanpur; Roll no. 1189.

The report has been supplemented with the practical analysis of Honda Siel Cars

India Ltd. (HSCI) Located at Plot No. A-1, Sector 40/41, Surjapur-Kasna Road,

Greater Noida Industrial Development Area, Distt. Gautam Budh Nagar (U.P.) Pin

-201306.

The objective of the report is to get an in depth knowledge about the various issues

related before the launching of new car in marketing in India and the prefernce and

behaviour of the consumers while buying a new launched car.

Primary sources have been used to conduct the analysis of HSCI. Secondary

sources have also been used to know the past records of the performance of Honda.

Though the research of Honda is done by JD Power but there still is some scope

for improvement which can be practically implemented by bringing out some

suggestions through my project work, by knowing the consumer buying behaviour

and preference towards New Ford Figo.


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In my research of customers of Ford figo I found there prefrences while buying a

new car and their satisfaction reasons in different areas of cars. On the basis of that

I recommended following things to Honda

Recommendations For Details Goto Page

Recommended Target Consumers for New Honda Car 130 – 132

Recommended Marketing Mix for New Honda Car 133 – 137

Other Recommendations 138 – 140

The above recommendations are basically for the Honda’s New Car which is most

probably will be launching in December, 2010.


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TABLE OF CONTENTS

Table of ContentsS. No. Content Page No.

I Authorization 2II Certificate of Training 3

III Preface 4IV Acknowledgement 5

V Executive Summary 6 - 7VI Table of Contents 8 – 9

VII List of Tables 10 – 12VIII List of Figures 13 – 15

1 RESEARCH OBJECTIVE 1.1 Objective 16

1.2 Rationale 162 COMPANY ANALYSIS 2.1 Industry Analysis 18

2.2 Production 18 2.3 Domestic Market 18

2.4 Road Ahead 19 2.5 Honda Motors Co. Ltd. : Corporate Profile 19

2.6 Honda Siel Cars India: Corporate Profile 20 -21 2.7 Department: Product Planning 22

2.8 Honda Automobile Industry Financial Status 23 2.9 Honda Siel Cars India Financial Status 24

2.11 Honda Siel Sales 25 2.12 Product Range and Model 26

2.13 Upcoming Car of Honda 27 2.14 SWOT Analysis 28 -293 PROJECT 3.1 Objective 31

3.2 Automobile Industry In India 32 - 38 3.3 Segments of Cars in India 39 - 41

3.4 Small Car Industry in India 41 - 43 3.5 Segmentation of Small Cars 44 - 484 RESEARCH METHODOLOGY 4.1 Research Design 50 - 51


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4.2 Data Collection Methods 51 4.3 Research Instruments 52

4.4 Sample Plan 525 FINDINGS / DATA ANALYSIS

5.1 Total Analysis of All Users 54 - 73 5.2 Findings of First Class Users 75 - 86

5.3 Findings of Additional Car Users 88 - 100 5.4 Findings of Replacement Car Users 102 - 114

5.5Findings of Replacement Car Users and have Additional Car Also 116 - 113

6 RECOMMENDATIONS 6.1 Recommended Target Consumers for New Honda Car 131 - 132

6.2 Recommended Marketing Mix for New Honda Car 134 - 1376.3 Other Recommendations 139 - 140

6.4 Limitations 1417 ANNEXURE 7.1 Questionnaire 143 - 146

7.2 Survey Data 147 - 1588 REFERENCES

8.1 Webliography 159 8.2 Bibliography 160


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LIST OF TABLES

S. No Table NamePage Reference

1 Honda Automobile Industry Financial Status 232 Honda Siel Cars India Financial Status 243 Honda Total Sale 254 Honda City Sales 255 Honda Civic Sales 256 Honda Accord Sales 257 Manufacturing Wise Sales of cars in India 348 Segment wise Share of Car Sales in India 389 List of Cars in India Segment wise 39 - 40

10Market Share of B and B+ Segment Cars in India during the F.Y. 2009-10 42

Total Responses of Consumers (Sample Size 100) 11 Users of Car 6012 Reasons for the Purchase of New Car 6113 Other Cars considered before purchase 6214 Reasons for the Consideration of those cars 6315 Sources of Information 6416 Satisfaction Reasons in Ford Figo 6517 Dissatisfaction Reasons in Ford Figo 6618 Use of New feature ‘Bluetooth Interface’ 6719 Use of Bluetooth Interface while Driving 6720 Use of New Feature ‘Height Adjustment’ 6921 Tagline “Feel the Difference” 7022 Additional accessories installed in new Ford Figo 7123 Place from where additional accessories have been Purchased 7124 Additional Accessories Installed 7225 Image o Honda as a Brand 73 First Car Users (Sample Size: 22)

26 Reasons for the Purchase of New Car 8127 Other Cars considered before purchase 8228 Reasons for the Consideration of those cars 83


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29 Sources of Information 8430 Satisfaction Reasons in Ford Figo 8531 Dissatisfaction Reasons in Ford Figo 86

Additional Car Users (Sample Size: 19)32 Reasons for the Purchase of New Car 9433 Other Cars have along with Ford Figo 9534 Other Cars considered before purchase 9635 Reasons for the Consideration of those cars 9736 Sources of Information 9837 Satisfaction Reasons in Ford Figo 9938 Dissatisfaction Reasons in Ford Figo 100

Replacement Car Users (Sample Size: 32)39 Reasons for the Purchase of New Car 10840 Car Replaced with your New Ford Figo 10941 Other Cars considered before purchase 11042 Reasons for the Consideration of those cars 11143 Sources of Information 11244 Satisfaction Reasons in Ford Figo 11345 Dissatisfaction Reasons in Ford Figo 114

Replacement Car Users and have Additional Car also (Sample Size: 27)

46 Reasons for the Purchase of New Car 12247 Additional Cars have and Replaced a car for the New Ford Figo 12348 Cars replaced with and have additional other cars also 12449 Other Cars considered before purchase 12550 Reasons for the Consideration of those cars 12651 Sources of Information 12752 Satisfaction Reasons in Ford Figo 12853 Dissatisfaction Reasons in Ford Figo 129

54 Features Recommended for New Honda Car 132 - 133


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LIST OF FIGURES

S. No Figure NamePage Reference

1 Sales Figure of New Ford Figo 162 Honda Automobile Industry Financial Status 233 Manufacturing Wise Sales of cars in India 354 Segment wise Share of Car Sales in India 38

5Market Share of B and B+ Segment Cars in India during the F.Y. 2009-10 43Total Responses of Consumers (Sample Size: 100)

6 Gender 547 Age Group 558 Education 569 Family Income 5710 Marital Status 5811 Occupation 5912 Users of Car 6013 Reasons for the Purchase of New Car 6114 Other Cars considered before purchase 6215 Reasons for the Consideration of those cars 6316 Sources of Information 6417 Satisfaction Reasons in Ford Figo 6518 Dissatisfaction Reasons in Ford Figo 6619 Use of New feature ‘Bluetooth Interface’ 6720 Use of Bluetooth Interface while Driving 6721 Use of New Feature ‘Height Adjustment’ 6922 Tagline “Feel the Difference” 7023 Additional accessories installed in new Ford Figo 7124 Place from where additional accessories have been Purchased 7125 Additional Accessories Installed 7226 Image o Honda as a Brand 73

First Car Users (Sample Size: 22)27 Gender 7528 Age Group 7629 Education 7730 Family Income 78


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31 Marital Status 7932 Occupation 8033 Reasons for the Purchase of New Car 8134 Other Cars considered before purchase 8235 Reasons for the Consideration of those cars 8336 Sources of Information 8437 Satisfaction Reasons in Ford Figo 8538 Dissatisfaction Reasons in Ford Figo 86 Additional Car Users (Sample Size: 19)

39 Gender 8840 Age Group 8941 Education 9042 Family Income 9143 Marital Status 9244 Occupation 9345 Reasons for the Purchase of New Car 9446 Other Cars have along with Ford Figo 9547 Other Cars considered before purchase 9648 Reasons for the Consideration of those cars 9749 Sources of Information 9850 Satisfaction Reasons in Ford Figo 9951 Dissatisfaction Reasons in Ford Figo 100 Replacement Car Users (Sample Size: 32)

52 Gender 10253 Age Group 10354 Education 10455 Family Income 10556 Marital Status 10657 Occupation 10758 Reasons for the Purchase of New Car 10859 Car Replaced with your New Ford Figo 10960 Other Cars considered before purchase 11061 Reasons for the Consideration of those cars 11162 Sources of Information 11263 Satisfaction Reasons in Ford Figo 11364 Dissatisfaction Reasons in Ford Figo 114

Replacement Car Users and have Additional Car also (Sample Size: 27)

65 Gender 116GHS-IMR (PGDM)Himanshu Gupta

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66 Age Group 11767 Education 11868 Family Income 11969 Marital Status 12070 Occupation 12171 Reasons for the Purchase of New Car 12272 Additional Cars have and Replaced a car for the New Ford Figo 12373 Cars replaced with and have additional other cars also 12474 Other Cars considered before purchase 12575 Reasons for the Consideration of those cars 12676 Sources of Information 12777 Satisfaction Reasons in Ford Figo 12878 Dissatisfaction Reasons in Ford Figo 129


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OBJECTIVE

To analyze the consumer buying behavior and preferences towards new small car. As Honda is

launching its new car in December 2010.

To know the customer preferences at the time of the purchase of new Ford Figo.

To know the key satisfaction and dissatisfaction areas in their car.

Getting to know about the certain new features preferences.

RATIONALE

The survey was conducted of Ford Figo

Honda will be launching a car of the same segment in 2011, so they wanted to know the

consumer buying behaviour and preferences before buying anew small car

Ford Figo has reported an over three-fold jump in sales during the month of May to 8,080

units on the back of a good responses for its latest small car, Figo.

Figo registered a sale of 22,905 units till the month of may.

Figo already has over 20,000 bookings since its launch.

Sales figure of New Ford Figo

Sales

106

7210 7509 8080

0

2000

4000

6000

8000

10000

Sales

Sales 106 7210 7509 8080

February, 10 March, 10 April. 10 May, 10


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INDUSTRY ANALYSIS


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The growth of the Indian middle class along with the growth of the economy over the past few

years has attracted global auto majors to the Indian market. Moreover, India provides trained

manpower at competitive costs making India a favoured global manufacturing hub. The

attractiveness of the Indian markets on one hand and the stagnation of the auto sector in markets

such as Europe, US and Japan on the other have resulted in shifting of new capacities and flow

of capital to the Indian automobile industry.

Global auto majors such as Japanese auto majors Suzuki, Honda and Korean car giant Hyundai

are increasingly banking on their Indian operations to add weight to their businesses, even as

numbers stay uncertain in developed markets due to economic recession and slowdown.

Production

Although the sector was hit by economic slowdown, overall production (passenger vehicles,

commercial vehicles, two wheelers and three wheelers) increased from 10.85 million vehicles in

2007-08 to 11.17 million vehicles in 2008-09. Passenger vehicles increased marginally from 1.77

million to 1.83 million while two-wheelers increased from 8.02 million to 8.41 million.

Domestic Market

According to figures released by the Society of Indian Automobile Manufacturers (SIAM),

domestic passenger car sales have increased 32.28 per cent to reach 145,905 units in January

2010 from 110,300 units in the same month last year.

Across all categories, total sale of vehicles increased 44.94 per cent to 1,114,157 units in January

2010, against 768,698 units in the January 2009.

Road AheadGHS-IMR (PGDM)Himanshu Gupta

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The Indian auto industry is likely to see a growth of 10-12 per cent in sales in 2010, according to

a report by the global rating firm, Fitch. According to its report, Indian Auto Sector Outlook,

competition in the country's auto sector is likely to increase due to increasing penetration of

global original equipment manufacturers (OEM).

Honda Motor Co. Ltd.: Corporate Profile

Company’s Name : Honda Motor Co. Ltd.

Head Office : Tokyo, Japan

Established : On September, 1948 by Mr. Soichiro Honda

President and CEO : Takanobu Ito

Capital : 86 Billion Yen (as of March 31, 2009)

Employees / Turnover : Employees Turnover (Billion Yen)

Japan : 44,000 1,612

Worldwide : 181,876 4,487

R&D Focus : Spends 334 Billion Yen annually.

Consolidated subsidiaries : 339 subsidiaries

Chief Products : Motorcycles, automobiles, power products

A US $ 84 Billion Enterprise with over 20 million products sold annually.

95 Production Facilities in 34 countries.

Over 4 million Portable Power Products sold annually.

Over 40 million Portable Power Products existing customers base worldwide.


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Honda Siel Cars India: Company Profile

Name of the Company : Honda Siel Cars India Ltd.

CEO & President : Mr. Takashi Nagai

Established on : 5th December 1995.

Location of Unit : Plot No. A-1, Sector 40/41

Surajpur-Kasna Road

Greater Noida Industrial Development Area

Distt. Gautam Budh Nagar (U.P.) Pin-201306

Capital – Paid Up : Rs. 3600 Million

Equity Share Capital : Honda Motors, Japan : Siel Ltd.

99% : 1% (Current)

Board of Directors : Honda (6 Members)

- President and CEO

- VP and Director (Works)

- Director (Finance and Accounts)


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- Director (Materials)

- Director (Marketing)

- Director

: Siel Ltd. (2 Members)

- Chairman

- VP and Director (Admin.)

Investment : Rs 7800 Million

Installed Capacity : 50,000 Units per Annum

(2 Shift basis)

Item of Manufacture : 1. Honda Jazz

2. Honda City

3. Honda Civic

4. Honda Accord

Commencement of Production. : 15th December, 1997

Indigenization % : Startup (Dec ’97) - 57%

(July ’05) - 82 %

No. of Associates : 2300

Total Land Area : 150 Acres (Approx.)

Exports: HSCI started exporting cars from Dec. 2000.

Exports were made to SRI LANKA in Dec. 2000 & to BANGLADESH in 2001 Items

Manufactured: Latest world class fuel efficient cars – CIVIC, CITY & ACCORD

Though HONDA CRV is imported from Thailand


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DEPARTMENT – PRODUCT PLANNING

OVERVIEW

Managing Product Life Cycle, Fixing Grade Logic, Price, Target Customer and Volume

for all Models

Lead the process of planning product wise market share and brand positioning.

Monitor feedback from customer feedback, sales and research

Periodically conduct PDCA evaluations and rotate PDCA

Continually study market and competition to identify emerging trends

Provide inputs to R & D on product design and enhancements

Accessory Line Up Planning and Finalizing

Represents Sales in all SEDB team meetings, evaluations and activities

Coordination with Asian Honda, HAC-AO and Honda Motor, Japan

Drawing up SP strategy and direction

Coordinate the activities of S side and facilities SP Flow

Control and manage schedule for Journalist, Photo Shoot and Training cars

In HSCI, following Departments are there:

Marketing Department

Works Department

Materials Department

Finance & Accounts Department

Administration Department

HONDA AUTOMOBILE INDUSTRY FINANCIAL STATUSGHS-IMR (PGDM)Himanshu Gupta

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HONDA SIEL CARS INDIA FINANCIAL STATUS


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After six years of continuous growth, the Indian car market witnessed stagnation in volumes in

2008-09. Factors responsible for lower growth in the passenger car market include increase in

interest rates, reduced availability of credit (current liquidity conditions and Supreme Court’s

ruling on repossession of vehicles and disallowing use of strong arm tactics), besides weaker

consumer sentiment. Nevertheless, with the cut in the excise duty in December by 4% and

subsequent price cuts by the vehicle manufacturers, the decline in the monthly sales volumes was

partly arrested since January 2009. Moreover, with the RBI reducing key rates, there has been

some reduction in interest rates for auto finance besides some revival in the financing interest by

the banks.

HONDA SIEL SALESGHS-IMR (PGDM)Himanshu Gupta

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Honda Siel Cars India has a strong sales and distribution network spread across the country. The

network includes approx. 80 facilities in 46 cities. HSCI dealerships are based on the “3S

Facility” (Sales, Service, Spares) format, offering complete range of services to its customers.

Honda Sales

Honda City

Honda Civic

Honda Accord

Product Range & Model GHS-IMR (PGDM)Himanshu Gupta

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Honda Siel Cars’ product range in India includes the Honda City, JAZZ in the mid-size segment,

Civic in the Lower D segment and Accord in the luxury segment and third generation all-new

CR-V (both 2.0L 2 WD and 2.4L 4WD) in the SUV segment. While the City, JAZZ, Civic and

Accord are manufactured at the company’s plant, the CR-V is imported from Japan as a

completely built unit.

UPCOMING CAR OF HONDAGHS-IMR (PGDM)Himanshu Gupta

CIVIC HSCI launched the 1.8S Civic in India in July 2006, which became a runaway success. The company has also launched the 1.8v version of the Civic in June 2007.

ACCORD New Accord comes with fresh new exterior styling, enhanced interiors and several new value-added features. The new Accord has a new-look; sporty rear with revamped LED Tail lamps and rear bumper garnish that further enhances its stunning exterior styling. Adding greater value to the 2.4 lt model, the new car now has premium wood & leather steering wheel and turn indicators on side-view mirrors, features that were earlier available only in the V6 model.

HONDA CITY City is today recognized as one of the most successful car brands in the country. The City range V MT/AT variants come with the advanced combustion system, City i – VTEC embodies a 1.5-liter VTEC (Variable Valve Timing and Lift Electronic Control) engine. The i – VTEC version was reintroduced in the new City in response to customer demand.

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CR-V HSCI recently introduced the 2.0L 2WD (2-Wheel Drive) Honda CR-V, which is more agile & has a sporty handling. The new lighter engine gives good fuel efficiency, without compromising on performance.

HONDA JAZZThe Honda Jazz wields the power it has up its sleeve with flair. The Honda 1.2L i – VTEC engine effortlessly delivers 90 PS with the efficiency of a thoroughbred. It has a maximum power of 90 PS/6200 rpm and maximum torque of 110 Nm/4800 rpm.

http://www.hondacarindia.com/crv/Default.aspx%00%E5%A1%B9%EF%92%81%E1%B4%BB%E4%A1%BF%E2%B2%AF%E5%B6%82%E8%97%84%E6%8C%A7%00%00%EA%AE%A5

Sensing the Indian consumer's preference for small hatch back cars the Japanese motor giants

Honda have decided to launch their next four wheeler in India which would follow the concept

of a small car. The new Honda small car is designed keeping in mind Honda's design principal

'Man Maximum - Machine Maximum'. The new Honda small car promises to provide futuristic

design along with maximum cabin space. The Honda Small car which would probably be called

the Tiff (name not decided yet) is a five seater family car with unmatched exteriors based on

front forward design lending the car a dynamic look. Honda plans to launch the by early 2011

and price it between the range of 4 - 5 lakhs.

Features of the Honda Small car

The car is specially designed making room for five people.

Provides better driving comfort

Provides better control over the car

It is a family car.

Front forward fenders highlight the presence of the vehicle

Would be priced below 5,00,000

SWOT ANALYSIS OF HONDA


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STRENGHTS:

The Honda Brand Name.

Reliable Engine with High Power.

World Class Design.

Awarded by JD Power, Asia Pacific for Customer Satisfaction.

Fuel efficient engine - core competence.

Past performance of Honda success with Hero group.

Talented work force.

Customer focused approach.

High Levels of indigenization (82%).

WEAKNESS:

Don’t follow the orthodox Indian marketing strategy.

Less awareness creation tools.

Less number of dealers

Weak vendor base.

Less number of service stations.

Small width of product line.

Less Economies of scale and low on Learning curve.

OPPORTUNITY:

Need to focus on:-GHS-IMR (PGDM)Himanshu Gupta

28

High growth of Midsize segment with rising income levels.

Govt. giving impetus to foreign investment by allowing 100% ownership to MNCs

Customers have more choice.

Parts from Vendors to be exported to South East Asian countries.

Reduction in tyre prices resulting from a reduction in excise duty from 30% to 16% gives

benefit to car manufactures.

People becoming aware of the technology.

Gaining competitive advantage by maintaining high level of operational efficiency.

THREATS:

New entrants like fiesta from Ford, Lancer Cedia from Mitsubishi.

Existing players like Maruti Udyog Limited or General motors can compete on Cost.

Adaptability to rural roads

More number of service station of competitors.

Export obligation to import SKD kit

Indigenization level upto 82% Quality of Local parts.

Rise of Import duty.

Elimination of Quantitative restrictions

Launching of CNG model by competitors.

24 new diesel engine cars soon to be available in India.

Toyota and Hyundai using better marketing awareness tools.

Indian age customer belief - Manual transmission better in terms of power, fuel efficiency

and on Indian roads.


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OBJECTIVE

The objective of this project is to study the customer’s of Ford Figo. This would help me to recommend features which should be there in the new car of the Honda, as Ford Figo is capturing the small car segment in a fast track.

Data Collected


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Questionnaire (One – Two – One Interview) Telephonic interview

No. of Respondents

100

No. of Locations Visited

Delhi Noida Gurgaon Ghaziabad

Targeted Customers

Targeted customers were users of Ford Figo visiting by visiting in showrooms and workshops of Ford, malls, parking places, petrol pumps, etc.

AUTOMOBILE INDUSTRY IN INDIA

The Automobile industry in India is the seventh largest in the world with an annual

production of over 2.6 million units in 2009. In 2009, India emerged as Asia's fourth largest

exporter of automobiles, behind Japan, South Korea and Thailand. By 2050, the country is

expected to top the world in car volumes with approximately 611 million vehicles on the

nation's roads.


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Following economic liberalization in India in 1991, the Indian automotive industry has

demonstrated sustained growth as a result of increased competitiveness and relaxed

restrictions. Several Indian automobile manufacturers such as Tata Motors, Maruti Suzuki

and Mahindra and Mahindra, expanded their domestic and international operations. India's

robust economic growth led to the further expansion of its domestic automobile market

which attracted significant India-specific investment by multinational automobile

manufacturers. In February 2009, monthly sales of passenger cars in India exceeded 100,000

units.

Embryonic automotive industry emerged in India in the 1940s. Following the independence,

in 1947, the Government of India and the private sector launched efforts to create an

automotive component manufacturing industry to supply to the automobile industry.

However, the growth was relatively slow in the 1950s and 1960s due to nationalisation and

the license raj which hampered the Indian private sector. After 1970, the automotive industry

started to grow, but the growth was mainly driven by tractors, commercial vehicles and

scooters. Cars were still a major luxury. Japanese manufacturers entered the Indian market

ultimately leading to the establishment of Maruti Udyog. A number of foreign firms initiated

joint ventures with Indian companies.

In the 1980s, a number of Japanese manufacturers launched joint-ventures for building

motorcycles and light commercial-vehicles. It was at this time that the Indian government

chose Suzuki for its joint-venture to manufacture small cars. Following the economic

liberalisation in 1991 and the gradual weakening of the license raj, a number of Indian and

multi-national car companies launched operations. Since then, automotive component and

automobile manufacturing growth has accelerated to meet domestic and export demands

Exports

India has emerged as one of the world's largest manufacturers of small cars. According to

New York Times, India's strong engineering base and expertise in the manufacturing of low-


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cost, fuel-efficient cars has resulted in the expansion of manufacturing facilities of several

automobile companies like Hyundai Motors, Nissan, Toyota, Volkswagen and Suzuki.

In 2008, Hyundai Motors alone exported 240,000 cars made in India. Nissan Motors plans to

export 250,000 vehicles manufactured in its India plant by 2011. Similarly, General Motors

announced its plans to export about 50,000 cars manufactured in India by 2011.

In September 2009, Ford Motors announced its plans to setup a plant in India with an annual

capacity of 250,000 cars for US$500 million. The cars will be manufactured both for the

Indian market and for export. The company said that the plant was a part of its plan to make

India the hub for its global production business. Fiat Motors also announced that it would

source more than US$1 billion worth auto components from India.

Rank Wise Largest Automobile Manufacturers in India by Sales

1. Maruti Suzuki2. Hyundai3. Tata4. Mahindra5. GM Chevrolet6. Toyota7. Honda8. Ford9. Fiat10. Skoda

Unit wise sales of manufactures in India (F.Y. 2009-10):-In this we can see

that Maruti has the highest sales of 870,778 units and Honda is in the seventh

position with sales of 61,815.

Reason:- Honda basically has to capture in small car industry and Honda has only one car of

that segment i.e., Jazz (B+ Segment).


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Inference:- This shows that in India their is a wider scope in Small Car Industry as we can

see that the leading players are good in small car making.

Manufacture Unit salesMaruti 870,778Hyundai 314,954Tata 234,930Mahindra 156,122General Motors 87,097Toyota 63,818Honda 61,815Ford 36,922Fiat 24,798Skoda 17,443Hindustan Motors 10,517Volkswagen 4,064BMW 3,930Mercedes 3,737Audi 2,052Nissan 419Volvo 127Porsche 106

Manufacturer wise sales of Cars in India (F.Y. 2009-10)

0

200,000

400,000

600,000

800,000

1,000,000

Manufacturers

Uni

t Sal

es

Unit sales


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Automobile Brands in India

Local Brands Chinkara: Beachster, Hammer, Roadster 1.8S, Rockster, Jeepster, Sailster.

Hindustan: Ambassador.

ICML: Rhino Rx

Mahindra: Major, Xylo.

Mahindra Renault: Logan.

Maruti Suzuki: 800, Alto, WagonR, Estilo, A-star, Ritz, Swift, Swift DZire, SX4,

Omni, Versa, Eeco, Gypsy.

Premier: Sigma, RiO.

San: Storm.

Tata: Nano, Indica, Indigo, Sumo, Safari, TL, Aria.

Foreign Brands

Locally manufactured Automobiles of Foreign Brands

Audi: A4, A6.

BMW: 3 Series, 5 Series.

Chevrolet: Spark, Beat, Aveo U-VA, Aveo, Optra, Cruze, Tavera.

Fiat: Grande Punto, Linea.

Ford: Ford Figo, Ikon, Fiesta, Endeavour.

Honda: Jazz, City, Civic, Accord.

Hyundai: Santro, i10, i20, Accent, Verna, Sonata.

Mercedes-Benz: C-Class, E-Class.

Mitsubishi: Lancer, Lancer Cedia.

Nissan: Micra.


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Renault: Fluence, Koleos.

Skoda: Fabia, Octavia, Laura.

Toyota: Corolla, Innova.

Volkswagen : Polo, Jetta, Passat.

Automobiles sold in India as CBU (Completely Built Units)

Audi: A8, TT, R8, Q5, Q7.

Bentley: Arnage, Azure, Brooklands, Continental GT, Continental Flying Spur,

Mulsanne.

BMW: 6 Series, 7 Series, X3, X5, X6, M3, M5, M6 and Z4.

Chevrolet: Captiva.

Fiat : Nuova 500.

Honda : Civic Hybrid, CR-V.

Jaguar : XF, XJ, XK.

Lamborghini : Gallardo, Murciélago.

Land Rover: Range Rover, Range Rover Sport, Discovery 4, Freelander 2.

Maybach: 57 and 62.

Mercedes-Benz: CL-Class, CLS-Class, S-Class, SL-Class, SLK-Class, M-Class,

Viano.

Mitsubishi: Pajero, Montero, Outlander.

Nissan: Teana, X-Trail, 370Z.

Porsche: 911, Boxter, Panamera, Cayman, Cayenne.

Rolls Royce: Ghost, Phantom, Phantom Coupé, Phantom Drophead Coupé.

Skoda: Superb.

Suzuki: Grand Vitara.

Toyota: Camry, Land Cruiser, Land Cruiser Prado, Fortuner, Prius.

Volkswagen: Beetle, Touareg.

Volvo: S60, S80, XC90.

Commercial Vehicle manufacturers in IndiaGHS-IMR (PGDM)Himanshu Gupta

36

Local Brands

Ashok Leyland

Force

Mahindra Navistar

Premier

Tata

Foreign Brands

Mercedes-Benz

Volvo

Segment Wise Share of Car Sales in India (F.Y. 2009-10)

Market Segment of cars in India (F.Y. 2009-10)

13%

25%

11%11%1%1%0%15%

1%

22%

Economy Segment Entry B Segment B+ Segment C Segment

Lower D Segment Upper D Segment Luxury Segment MUV's

SUV's Commercial

Segment Unit Sales (F.Y. 2009-10)

Economy Segment 306,686Entry B Segment 631,191B+ Segment 262,689C Segment 278,338Lower D Segment 27,592


37

Upper D Segment 15,483Luxury Segment 5,288MUV's 352,164SUV's 14,198Commercial 531,395

Findings:- In the above data we can see that Entry B segment has the highest sales of

631,191 units.

Suggestion:- To survive in the Indian market Honda has to be their in the Entry B Segment.

Segments of Cars in India

The below tables are reference of the cars available in Indian Market in different Segments

Economy Segment Medium Segment Entry B Segment B+ SegmentMaruti 800 Zen Estilo SwiftMaruti Alto Santro RitzAmby i10 FusionNano Indica Polo WagonR Getz A Star I20 Spark Aveo U-VA Beat Fiat 500 Figo Beetle Palio Fabia Jazz Grande Punto

Premium SegmentC Segment Lower D Segment Upper D Segment Luxury SegmentDzire Octavia Accord Mercedes E-ClassIndigo Corolla Teana Mercedes S-ClassLogan Cedia Sonata CLS+SLK+Maybach


38

Accent Optra Mercedes C-Class 5 SeriesIkon Jetta Camry 6 Series + Z4Verna Civic Laura 7 series Linea Superb S 80Fiesta BMW 3 Series A4Aveo Passat A6Lancer A8 + R8SX4 TTCity 911 Cayman + Boxer +

Panamera

The below table is of Cars available in segment of Multi Utility Vehicles and

Sports Utility Vehicles

MUV's SUV'sJeep VitaraJypsy PajeroOmni OutlanderEeco CR-VSumo MonteroVersa PradoTavera FortunerXylo EndeavourInnova TucsonScorpio X-TrailSafari Captiva X3 X5 XC 90 Touareg M Class, GL Class Cayenne Q5 Q7


39

SMALL CAR INDUSTRY IN INDIA

The small car market in India is increasing by leaps and bounds. The indigenous market

for small cars now occupies a substantial share of around 70% of the annual car production

in India of about one million. The main players in the car market like Tata Motors and

Maruti Udyog are fiercely competitive and more or less all the automobile companies in

India that have forayed into the production of small cars are trying to out-do each other in

terms of design, innovation, pricing, and technology, in order to gain control of the small car

market in India.

The biggest players in the Indian small car market are engaging in a healthy competition,

which has intensified since the Indian government decided to boost the small car sector. In

this regard, a reduction in the excise duties has been thought of. Even the engine capacities

are expected to be raised to 1500cc. The new small cars in India cars may even be fueled by

gasoline and diesel in the future. With all these facilities, it has been estimated that the

indigenous car market is going to move beyond the 3.5 million mark very soon.

Factors driving the demand for small cars in India

The increase in the demand for small cars can be attributed to the aspirational lifestyle of

people which makes them strive for a car early on in life. The overall age for owning a car

has also decreased in recent years. Further, with the growing affluence of the rural sector,


40

owning a car Motors has decided to launch a mini-car in 2008, which will cost as less as

US$ 2,200. Tata Motors is also going through a process of decision-making, to launch a

variety of mini-cars in association with Fiat. Honda has also decided to increase its

manufacturing capacity in India to 100,000 very soon. Therefore, the leaders in the market

for small cars in India can be seen to engage in a price war to make more cars available to

the majority of Indian citizens.

The small car market in India is witnessing the maximum activity and is all set for more

exciting times ahead, with more players from India and abroad joining the race., at least a

small car, is a foregone conclusion in modern India. However, since small cars are more

affordable and utilitarian, the demand for them has shot through the roof. This rising demand

for small cars is attracting companies like General Motors which has increased its yearly

production in India to 140,000 vehicles.

Market Share of Small Car Industry in India (F.Y. 2009 - 2010)

Market Share of B and B+ Segment Cars in India during the F.Y. 2009-10

B Segment Market Share of Cars B+ Segment Market Share of carsi10 149,242 Swift 116,167 Wagon R 144,898 Ritz 63,095 Indica 114,415 i20 42,116 Santro 86,272 Grande Punto 13,308 Spark 42,282 Jazz 7,543 Zen Estilo 41,624 Getz 6,461 A-star 32,186 Fabia 6,438 Beat 12,614 Aveo U-VA 6,138 Figo 7,316 Others 1,423 Palio 342


41

Market Share of B Segment Cars in India

Market Share of B SegmentsCars in India (F.Y. 2009-10)

149,242144,898

114,41586,272

42,28241,624

32,18612,614

7,316342

0 50000 100000 150000 200000

i10WagoIndicaSantrSpark

ZenA-star

BeatFigo

Palio

Cars

Unit Sales

Market Share of B+ Segment Cars in India


42

Market Share of B+ Car Segment in India (F.Y. 2009-10)

116,16763,095

42,11613,308

7,5436,4616,4386,138

1,423

0 50000 100000 150000

Swift

i20

Jazz

Fabia

Others

Cars

Unit Sales

SEGMENTATION OF SMALL CARS

1. Geographic

a. Region: The major regions for small car market in India are north, south, and west. The

most auspicious moths in the south, when buyers, laterally lap up cars from the showrooms,

often turn out to be the lean season in the north or west. So marketers need to identify when

to market a product according to the region in which the consumer lies.

b. Rural/Urban: Since more than 60% of the total population is living in interiors, it

becomes all the more important to cater to this segment. However, so far, the marketers have

laid more focus on Urban/semi urban market and their products are primarily catering to the

needs of the urban segment. But with the recent market hits, the companies are trying to pay

more attention the rural market segment to gain profits.

Ex: Maruti Suzuki India said that by the end of 2010 calendar year as much as 8 per cent of

sales will come from rural areas, up from 3.8 per cent last year.


43

Ex: Tata Magic which is priced @ 2.6lacs is primarily targeted to the rural India.

2. Demographic

a. Age & life cycle stage: Student, Young Married, Single working. The average age profile

of a car buyer is 25-46 years. Although the percentage of people buying cars between 31 and

40 years of age has remained stagnant at 31 per cent (1999-03), there has been a 9

percentage point increase in the number of car buyers in the 25-30 age groups. The number

of older people (51 to 60 plus) buying cars has gone down.

b. Family Size: Average Indian household size is 5 people. Hence Small cars are the most

obvious and affordable choice available for the Indian middle class.

c. Income: Higher income households tend to be less price-sensitive, placing a higher value

on buying higher-quality merchandise. Because of the growth in dual-income households,

there has been a dramatic growth in the proportion of total spending in the economy coming

from such households, implying that the market for high-end products and services should

increase substantially. Thanks to the easy availability of cheap financing options, there has

been an increase in the number of younger people buying cars in India during 1999-2003.

EMI: a factor affecting the most of the buyers. 3 out of the 4 cars sold in the country are

funded by a loan.

d. Occupation: Occupation of the consumer affects the buying power. For ex: A Regular

salaried employee will easily get finance done for buying a car , whereas a self employed

consumer will opt for full down payment option. This explains the reason for high

contribution from salaried and self employed people in buying small cars

e. Literacy


44

3. Behavioural Segmentation

a. Decision Roles: When it comes to car, where huge investment is involved, people

generally tend to take reference from other users. They go for test rides, get it checked from

some experienced people who are much more comfortable about cars.

b. Occasions: In India, people do buy cars in the festival season, and during the marriage

seasons.

c. Benefits: Consumer looks for the following benefits from a car.

i. Power: People do look for power from power. According to their need they look

for cars in their respective power basket (i.e. 600cc – 1300cc). A higher power is

related to give higher speed, acceleration by the consumers. Distribution of

households (owning a car) by income Distribution of household (owning a car)

by literacy%

ii. Technology: With all sort of products available in the small cars market,

technology can act as a differentiator for consumer. New technologies such as

MPFI (multi point fuel injection), turbo charging, electronic traction control, anti

locking braking systems, and catalytical convertors.

iii. Fuel Economy: People do look for better fuel economy in terms of mileage given

by the car. Preferred Fuel: With the rise in petrol prices, people have been

looking for alternatives such as diesel, CNG, LPG. Many car buyers in India

prefer the diesel variant whatever may be the choice of car, because of the

favourable cost differential diesel.

iv. Low operational cost: For some of the users, operational cost is a major factor in

deciding the buying decision. Operational cost includes Maintenance cost,

insurance cost, spare parts, cost of service.


45

v. Space and comfort: Buyer does look for spacious and comfortable ride. Various

factors in deciding comfortable ride are leg room, head room, driving position,

adjustable steering.

vi. Safety: The most important factor for family buyers is the safety feature of a car.

A car must follow safety norms, various safety features which people look in car

are ABS, airbags.

vii. Styling: To certain buyers, functionality was not everything, looks were also

important. They wanted styling, and contemporary looks.

d. User Status: The kind of buyer can be classified into non-buyer, first time buyers, and

repeat buyers. The major of the buyers in the small car are a first time buyer, that’s why this

market is often referred as entry level car market. While going for car replacement, 50

percent of small car owners in India are again going for small cars and are reluctant to

experiment with luxury cars.

e. Usage Rate: On the basis of the frequency of travel, people decide on the car to buy. In

case a person needs a family car only for family outing, they may look for a one time

investment in a spacious car. On the other hand, if a person has huge amount of daily travel,

he would prefer a good mileage car with less operational cost as well.

4. Psychographic Segmentation

a. Social Class: Social class plays a major role in segmentation for the automobile industry.

With more than 40% of the population of Indian lying in the middle class bracket, it

becomes all the more important segment for the marketers to consider. Working class and

upper lowers constitute the other prime target in the small car manufacturers.

b. Life-style: Life style is an important psychographic segmentation composed of a

combination of factors such as activities, interest and opinions. Ex: As part of its rebranding


46

exercise, Fiat India is rolling out a number of products to cater to the lifestyle segment in the

auto market.(economic times)

c. Personality: The customers are further segmented on their personality traits like sports

oriented person, easy going. People are also segmented on their value system. The awareness

about the new technologies, latest trends in the car market is a direct attribute of the level of

education of the consumer. This is evident from the fact that 2/3rd of the car buyer are

graduate or above.

5. Behavioural Segmentation

a. Decision Roles: When it comes to car, where huge investment is involved, people

generally tend to take reference from other users. They go for test rides, get it checked from

some experienced people who are much more comfortable about cars.

b. Occasions: In India, people do buy cars in the festival season, and during the marriage

seasons.

c. Benefits: Consumer looks for the following benefits from a car.

i. Power: People do look for power from power. According to their need they look

for cars in their respective power basket (i.e. 600cc – 1300cc). A higher power is

related to give higher speed, acceleration by the consumers.

ii. Technology: With all sort of products available in the small cars market,

technology can act as a differentiator for consumer. New technologies such as

MPFI (multi point fuel injection), turbo charging, electronic traction control, anti

locking braking systems, and catalytical convertors.


47

iii. Fuel Economy: People do look for better fuel economy in terms of mileage given

by the car. Preferred Fuel: With the rise in petrol prices, people have been

looking for alternatives such as diesel, CNG, LPG. Many car buyers in India

prefer the diesel variant whatever may be the choice of car, because of the

favourable cost differential diesel.


48

Research Design:

It is the plan, structure of investigation conceived so as to obtain answer to research question

and to control variance. It is the specification of methods and procedures for acquiring the

information needed.

It is concerned with:

Overall operational pattern

Framework of the project

Stipulates what information is needed

The first step that undertakes in the report was the selection of research. The research design,

which was adopted for the study, was exploratory and descriptive in nature. At first

exploratory research was conducted to define know the problem well and the descriptive

research was conducted.

The two types of research are as follows:


49

Exploratory research : It is to generate new ideas. In this respondent should be given

sufficient freedom to express themselves. Eg: - In a business where sales have been

declining for the past few months, the cases exploratory research used to be

conducted.

In Honda I have observed that the sales of Honda is declining, so I selected

Exploratory research for this project in order to get the reasons and also get to know

about the brief of the consumer buying behaviour.

Descriptive research: They are well structured. It can be complex, a high degree of

scientific skill on the part of the demanding a high degree of scientific skill on the

part of the researcher. It can be taken in certain circumstances. When the researcher

is interested in knowing the characteristics of certain groups such as age, sex,

educational level, occupation or income, a descriptive study may be necessary.

In this I have selected descriptive research also because I want to know the consumer

buying behaviour and preferences on the basis of their age, gender, education, family

income and occupation

Cross-sectional studies : It is concerned with a sample of elements from a given population.

Data on a number of characteristics from the sample elements are collected and analyzed.

It has a wider scope.

Detailed information can be obtained.

It is economical.

It takes less time.


50

Data Collection Methods:

In this two kinds of data have been used:

Primary data : In this research primary data collected by the samples survey

methods personal data collected by the sample’s survey employed. In this method

personal interview technique was employed. In this, I have asked questions from

the respondent in a face to face interview

Secondary data: This data I have got from the internet and from my product

planning department.

Research Instruments:

I have prepared structured questioner to collect the data and is consisted of Multiple-choice

questions, direct questions and open-ended question. The main function of the questionnaire

was to know the consumer preference and behavior towards a new car Ford Figo and also the

satisfaction level associated with their Ford Figo.

Sample Plan:

A part of a population or a subset from a set of units which is provided by some process or

other.

Sample Size: The sample size considered is 100.

( One-to-one interaction:- 53

Telephonic Interview:- 47 )

Method of Sampling: I have used probability, judgmental and convenience

sampling. It is one where the population is divided into mutually exclusive and

mutually exhaustive strata or sub-groups.


51

It gives every unit of the population a known and non-zero probability of being selected. It

gives an equal probability to each unit of the population for being included in the sample.

SAMPLE SIZE: 100GHS-IMR (PGDM)Himanshu Gupta

52

Demographic

Finding:-

Gender: Male: 70

Female: 30


53

Suggestion:- As female car users are increasing so will suggest that the Honda should

Target females also by its technology of Auto-Transmission by showing in advertisements

that driving an AT car much easier as compared to Manual-transmission

Findings:-

Age Group: Below 21: 12

21 – 30: 25

31 – 40: 31

41 – 50: 23

Above 50: 9

Suggestion:- Honda should target the age group of 31-40 years because these are the persons who are newly married or have 1 child and there


54

are not of so much high class to afford a premium class car so they can go for new Honda

Findings:-Education: Intermediate: 9

Graduate: 31

Post-Graduate: 60

Suggestions:- Honda Should target post-graduate consumers because it has be obvious that

they can have good salary package


55

Findings:-

Family Income: Below Rs. 45,000: 8

Rs. 45,001-60,000: 15

Rs. 60,001-75,000: 27

Rs. 75,001-90,000: 21

Above Rs. 90,000: 29

Suggestions:- The family income plays the most important role in buying behaviour of the

car so Honda should target the consumers whose income is above Rs. 45,000 and specially

targeted towards whose income lies in the range of Rs. 60,000 - 75,000. GHS-IMR (PGDM)Himanshu Gupta

56

Findings:-

Marital Status: Single: 24

Married with no children: 20

Married having 1 child: 33

Married having 2 or more child: 23

Suggestions:- Honda should target consumers who are married and have 1 child


57

Findings:-

Occupation: Service: 29

Official: 11

Businessman/Self-employed: 26

Professional: 11

Others: 23

Suggestions:- Honda should target service and business class families for their new car


58

Findings:-

Users of Car

Users of Cars First Car User Additional Car

User

Replacement

Car User

Replacement

Car user and

Have

additional Car

also

No of

Responses

22 19 32 27

Users of Cras

First Car User, 22

Additional Car User, 19Replacement Car

User, 32

Replacement Car user and Have

additional Car also, 27

First Car UserAdditional Car User

Replacement Car UserReplacement Car user and Have additional Car also

Suggestions:- In this we can see the replacement car users are the most who are replacing

there car with the new car. Honda can target those customers whose cars need replacement

due to some reason, and the most common reason may be the oldness of the car.


59

Findings

Reasons for the Purchase of New Car

Reasons for purchase of New Ford Figo No of ResponsesWanted to buy before trade-in value of the previous car become too low 25Financial status has now improved 17Previous Car had Troubles 12Became necessary for work 10Family structure changed 8Wanted to have your personal car, apart from the family 7Became necessary for commuting to work/ school 5Got driver’s license 3Disappointed with the dealer of the previous car 3Received as a gift for entering school/ getting new job 1Maintenance costs for previous car were too high 1Other 7

Reasons for Purchase of New Car

0 5 10 15 20 25 30

Wanted to buy before trade-in value of the previous car become too lowFinancial status has now improved

Previous Car had TroublesBecame necessary for work

Family structure changedWanted to have your personal car, apart from the family

Became necessary for commuting to work/ schoolGot driver’s license

Disappointed with the dealer of the previous carReceived as a gift for entering school/ getting new job

Maintenance costs for previous car were too highOther

Rea

sons

No of Responses

Suggestions:- Honda should target those consumers whose small car has become older

(Above 4 years) and they need to buy a new car before the trade value of there previous car

become too low and consumers whose financial status is increasing.

Findings:Other Cars considered before purchase


60

Other Cars Considered No of ResponsesChevrolet Beat 78Maruti A-Star 52Hyundai i10 39Hyundai i20 37Tata Indica 27Volkswagen Polo 25Maruti Swift 23Hyundai Santro 23Maruti Wagon-R 22Honda Jazz 22Maruti Zen Estilo 14Chevrolet Spark 6Hyundai Getz 6Fiat Punto 1Other 2

Cars considered before the purchase of Ford Figo

0 10 20 30 40 50 60 70 80 90

Chevrolet BeatMaruti A-Star

Hyundai i10Hyundai i20Tata IndiacaVolkswagenMaruti Swift

Hyundai SantroMaruti Wagon-R

Honda JazzMaruti Zen EstiloChevrolet Spark

Hyundai GetzFiat Punto

Other

Car

s

No of Responses

Suggestions:- Keeping in mind key features of the competitors Honda should launch its

Honda new car

Findings:

Reasons for the Consideration of those cars

Reasons for the consideration of those Cars No of ResponsesNew in the Market 49


61

Same Price Range 45Having Good Brand Name 39Same Segment 33Current Car from the same Segment 1Comparison seen in any Television/Magazines 1

Reasons for the consideration of those cars

0 10 20 30 40 50 60

New in the Market

Same Price Range

Having Good Brand Name

Same Segment

Current Car from the same Segment

Comparison seen in any Television/Magazines

Reas

ons

No of Responses

Suggestions:- Honda should launch it car by the time his competitors are not launching as

the Honda’s biggest competitor Toyota is also planning to launch its new car in 2011,

because consumers mostly prefer a new launched car.

FindingsSources of Information

Source of Information No of ResponsesFriends and Relatives 41Television 33Magazines and Newspapers 33


62

Internet 27Pamphlets & Brochures 24

Sources of Information

0 5 10 15 20 25 30 35 40 45

Friends and Relatives

Television

Magazines and Newspapers

Internet

Pamphlets & Brochures

Sour

ce

No of Responses

Suggestions :- The most preferred is friends and relatives for which the companies don’t

have any approach, but increasing its advertisements in television, Magazines and

newspapers company can increase its sales.

Findings

Satisfaction Reasons in Ford Figo

Satisfaction Reasons No of ResponsesDriving Performance 48Comfortable Drive 39Mileage 37Bluetooth Interface 29Design 26


63

Seating Comfort 23Roominess/Spaciousness 14Air-Conditioning 9Safety Features 7Durability 6Storage Space 6Size of Your Car 4Reliability 4Quality 3Engine 1Others 5


0 10 20 30 40 50 60

Driving PerformanceComfortable Drive

MileageBluetooth Interface

DesignSeating Comfort

Rominess/SpaciousnessAir-ConditioningSafety Features

DurabilityStorage Space

Size of Your CarReliability

QualityEngineOthers

Rea

sons

No of Responses

Suggestions:- Honda should manufacture its car by considering that its should provide best

driving performance comfortable drive and mileage in its new car.

Findings

Dissatisfaction Reasons in Ford Figo

Dissatisfaction Reasons No of ResponsesAir-Conditioning 17Mileage 13Reliability 9Durability 8Seating Comfort 5


64

Dissatisatisfaction reasons in Ford Figo

0 2 4 6 8 10 12 14 16 18

Air-Conditioning

Mileage

Reliability

Durability

Seating Comfort

Reas

ons

No of Responses

Suggestions:- Honda should consider all the 5 things above so that they can deliver their

best to the consumer along with the safety, good engine, etc.

Findings:

Use of New feature ‘Bluetooth Interface’

User of Mobile Phone while Driving No of ResponsesYes 64No 36


65

Use of Mobile Phone while Driving

64%

36%

Yes No

Use of Bluetooth Interface while Driving No of ResponsesDaily 7Weekly 13Once a Month 16Never 28

Use of Bluetooth Interface while Driving

7, 11%

13, 20%

16, 25%

28, 44%

Daily Weekly Once a Month Never

Suggestions:- The assembling of new feature in the Ford Figo is not seemed to be the very

good, because the people are not so familiar with this feature but I will suggest that this

feature should be there in the car because most of the people use mobile phone while driving

and it is one of the safety feature and Honda should also make familiar with to consumer

with this new feature.GHS-IMR (PGDM)Himanshu Gupta

66

FindingsUse of New Feature ‘Height Adjustment’

No of Family members who drives the car No of ResponsesSelf Driven 21Driven by one other family member 47Driven by more than one family member 32

No of family Members who drve the Car

21, 21%

47, 47%

32, 32%

Self Driven Driven by one other family member Driven by more than one family member


67

Suggestion:- Honda should also have the feature of Height adjust of seat in the car because

as the number of family members who use to drive the car and are of different height then it

will be helpful for them to use.

Findings:-

Tagline “Feel the Difference”

Association with the Tagline No of responsesYes 19No 18Can't say 63

Association with the Tag Line of Ford

19, 19%

18, 18%63, 63%

Yes No Can't say

Suggestions :- As the tag line of Ford says that “Feel the difference” but the findings shows

that consumer can not able to recognize it properly so I will suggest Honda that they should GHS-IMR (PGDM)Himanshu Gupta

68

have some such extra ordinary thing in their car so that it makes a difference in the cars,

because the consumers attract towards the new attractive thing and also with the tagline of

the car which reflect the car.

Findings:-Additional accessories installed in new Ford Figo

Additional accessories installed No of responsesYes 79No 21

Additional Accessories Installed

79, 79%

21, 21%

Yes No

Place from where additional accessories have been Purchased No of responsesCompany 43Outside (After market) 36


69

Place from where additional accessories have been Purchased

43, 54%

36, 46%

Company Outside (After market)

Additional Accessories Installed No of ResponsesCar Floor Mat 71Car Seat Cushion 56Car Sun Shade 34Cigarette Lighter and Charger 27Steering Wheel Cover 21Graphics 2Other 5


0 10 20 30 40 50 60 70 80

Car Floor Mat

Car Seat Cushion

Car Sun Shade

Cigratte Lighter and Charger

Steering Wheel Cover

Graphics

Other

Acce

ssor

ies

No of Responses

Suggestions:- As findings shows that people use to additional accessories in their car.

Mostly they purchase it from the company. So I will suggest that company should provide


70

basic and low cost accessories like floor mat, seat cushion, sun shade, cigarette lighter,

charger and steering wheel cover as a free gift along with the car to attract the consumers.

Findings:-

Image of Honda as a Brand

Image o Honda as a Brand No of Responses Youthful 13Technologically Advanced 53Reliable 22Royal Brand 27Luxurious 38Other 12


13, 8%

53, 33%

22, 13%27, 16%

38, 23%

12, 7%

Youthful Technologically Advanced Reliable Royal Brand Luxurious Other

Suggestions:- As the findings shows that Honda is technically advanced. So I will suggest

Honda that they should advertise their product by focusing more towards technology. As GHS-IMR (PGDM)Himanshu Gupta

71

Jazz is not performing well in the market so it may be possible that giving a good message to

the consumer may help.

SAMPLE SIZE: 22


72

Findings:-

Gender: Male: 16

Female: 22

MaleFemale

Gender

Pies show counts

First time user of Car


73

Findings:-

Age: Below 21: 2

21 – 30: 7

31 – 40: 10

41 – 50: 3


74

Findings:-

Education: Intermediate: 1

Graduate: 9

Post-graduate: 12


75

Findings:-

Family Income: Below Rs 45,000: 2

Rs 45,001 – 60,000: 8

Rs 60,001 – 75,000: 5

Rs 75,001 – 90,000: 4

Above Rs. 90,000: 3


76

Findings:-





Findings:-

Occupation: Service: 6GHS-IMR (PGDM)Himanshu Gupta

77

Official: 2


Professional: 3

Others: 6

Findings:-

Reason for Purchase of New Car


78

Reasons for Purchase of New Car No of ResponsesFinancial status has now improved 6Became necessary for work 6Became necessary for commuting to work/ school 4Got driver’s license 2Family structure changed 1Other 3


0 1 2 3 4 5 6 7

Financial status has now improved

Became necessary for work

Became necessary for commuting to work/ school

Got driver’s license

Family structure changed

Other

Reas

ons

No of Responses

Findings:-

Other cars considered before purchase

Other Cars Considered No of Responses


79

Chevrolet Beat 18Maruti A-Star 13Hyundai i10 9Maruti Wagon-R 7Tata Indica 4Hyundai Santro 4Maruti Zen Estilo 3Hyundai i20 3Honda Jazz 2Chevrolet Spark 2Volkswagen Polo 2Hyundai Getz 1Maruti Swift 1

First car user who have considered other cars before the Purchase of Ford Figo

0 2 4 6 8 10 12 14 16 18 20


Hyundai i10Maruti Wagon-R

Tata IndiacaHyundai Santro

Maruti Zen EstiloHyundai i20Honda Jazz

Chevrolet SparkVolkswagen Polo

Hyundai GetzMaruti Swift

Car

s

No of Responses

Findings:-

Reasons for the consideration of those Cars

Reasons for the consideration of those Cars No of ResponsesSame Price Range 14


80

Current Car from the same Segment 14Same Segment 12New in the Market 7


0 2 4 6 8 10 12 14 16

Same Price Range

Current Car from thesame Segment

Same Segment

New in the Market

Reas

ons

No of Responses

Findings:-

Source of information about this Car

Source of Information No of ResponsesFriends and Relatives 9Internet 7Pamphlets & Brochures 6


81

Television 5Magazines and Newspapers 5


0 1 2 3 4 5 6 7 8 9 10


Internet


Television


Sour

ce

No of Responses

Findings:-

Key Satisfaction Reasons in New Ford Figo

Satisfaction Reasons No of ResponsesDriving Performance 13Design 11Comfortable Drive 12Mileage 10


82

Air-Conditioning 4Seating Comfort 4Roominess/Spaciousness 3Reliability 3Bluetooth Interface 3Size of Your Car 2Safety Features 2Storage Space 2Quality 1Durability 1

Satisfaction reasons in Ford Figo

0 2 4 6 8 10 12 14

Driving PerformanceDesign

Comfortable DriveMileage

Air-ConditioningSeating Comfort

Rominess/SpaciousnessReliability

Bluetooth InterfaceSize of Your CarSafety FeaturesStorage Space

QualityDurability

Reas

ons

No of Responses

Findings:-

Dissatisfaction reasons in your Ford Figo

Dissatisfaction Reasons No of ResponsesDurability 5Mileage 3Air-Conditioning 3Reliability 3Seating Comfort 1


83

Dissatisfaction reasons in Ford Figo

0 1 2 3 4 5 6

Durability

Mileage

Air-Conditioning

Reliability

Seating Comfort

Reas

ons

No of Responses


84

SAMPLE SIZE: 19

Respondents who have additional Car also

Findings:-

Gender: Male: 10

Female: 9


85

Findings:-


21 – 30: 5

31 – 40: 4

41 – 50: 4

Above 50: 1


86

Findings:-


Graduate: 4

Post-Graduate: 11


87

Findings:-

Family Income: Rs. 45,001-60,000: 1

Rs. 60,001-75,000: 4

Rs. 75,001-90,000: 7

Above Rs. 90,000: 7GHS-IMR (PGDM)Himanshu Gupta

88

Findings:-






89

Findings:-


Official: 1


Professional: 1

Others: 5


90

Findings:-


Reasons for Purchase of New Car No of ResponsesWanted to have your personal car, apart from the family 5Family structure changed 4Financial status has now improved 2Previous Car had Troubles 1


91

Wanted to buy before trade-in value of the previous car become too low 1Received as a gift for entering school/ getting new job 1Became necessary for work 1Got driver’s license 1Became necessary for commuting to work/ school 1


0 1 2 3 4 5 6

Wanted to have your personal car, apart from the familyFamily structure changed

Financial status has now improvedPrvious Car had Troubles

Wanted to buy before trade-in value of the previous car become too lowReceived as a gift for entering school/ getting new job

Became necessary for workGot driver’s license

Became necessary for commuting to work/ school

Reas

ons

No of Responses

Findings:-

Other cars have along with Ford Figo

Cars No of ResponsesHyundai Santro 8Maruti Wagon-R 7Tata Indica 6Hyundai i10 3Maruti Swift Dzire 3Honda City 3Maruti Swift 2Ford Fiesta 2


92

Maruti SX4 2Chevrolet Spark 1Honda Jazz 1Others 4

Additional Car have along with Ford Figo

0 1 2 3 4 5 6 7 8 9

Hyundai SantroMaruti Wagon-R

Tata Indica Hyundai i10

Maruti Swift DzireHonda City

Maruti SwiftFord FiestaMaruti SX4

Chevrolet SparkHonda Jazz

Others

Cars

No of Responses

Findings:-

Other Cars considered before Purchase

Other Cars Considered No of ResponsesChevrolet Beat 11Maruti A-Star 8Hyundai Santro 7Hyundai i10 6Maruti Wagon-R 5Hyundai i20 5Honda Jazz 4Tata Indica 3


93

Volkswagen Polo 3Maruti Zen Estilo 2Maruti Swift 2Chevrolet Spark 1Fiat Punto 1

Additional Car users who have considered other cars before the purchase of Ford Figo

0 2 4 6 8 10 12


Hyundai SantroHyundai i10

Maruti Wagon-RHyundai i20Honda JazzTata Indiaca

Volkswagen PoloMaruti Zen Estilo

Maruti SwiftChevrolet Spark

Fiat Punto

Car

s

No of Responses

Findings:-


Reasons for the consideration of those Cars No of ResponsesNew in the Market 9Same Price Range 8Same Segment 7Having Good Brand Name 6


94


0 1 2 3 4 5 6 7 8 9 10

New in the Market

Same Price Range

Same Segment

Having Good BrandName

Reas

ons

No of responses

Findings:-

Source of Information about this car

Source of Information No of ResponsesFriends and Relatives 10Magazines and Newspapers 7Television 6Internet 6Pamphlets & Brochures 6


95


0 2 4 6 8 10 12



Television

Internet


Sour

ces

No of Responses

Findings:-

Key Satisfaction Reason in Ford Figo

Satisfaction Reasons No of ResponsesComfortable Drive 9Driving Performance 8Bluetooth Interface 8Mileage 7Seating Comfort 7Roominess/Spaciousness 4Durability 3Design 3


96

Safety Features 2Air-Conditioning 1Size of Your Car 1Storage Space 1

Satisfaction Reason in Ford Figo

0 1 2 3 4 5 6 7 8 9 10

Comfortable DriveDriving

Bluetooth InterfaceMileage

Seating ComfortRominess/Spaciou

DurabilityDesign

Safety FeaturesAir-ConditioningSize of Your Car

Storage Space

Rea

sons

No of Responses

Findings:-


Dissatisfaction Reasons No of ResponsesAir-Conditioning 5Mileage 4Reliability 3Durability 1


97

Dissatisfaction reasons in Ford Figo

0 1 2 3 4 5 6

Air-Conditioning

Mileage

Reliability

Durability

Reas

ons

No of Responses


98

SAMPLE SIZE: 32

Respondents who have replaced their car

Findings:-

Gender: Male: 25

Female: 7


99

Findings:-


21 – 30: 5

31 – 40: 12

41 – 50: 8

Above 50: 4GHS-IMR (PGDM)Himanshu Gupta

100

Findings:-


Graduate: 8

Post-Graduate: 22


101

Findings:-


Rs. 45,001-60,000: 4

Rs. 60,001-75,000: 15

Rs. 75,001-90,000: 7


102

Findings:-






103

Findings:-


Official: 7


Professional: 4

Others: 6


104

Findings:-


Reasons for Purchase of New Ford Figo No of ResponsesWanted to buy before trade-in value of the previous car become too low 15Financial status has now improved 6Previous Car had Troubles 4Became necessary for work 2Disappointed with the dealer of the previous car 2


105

Family structure changed 1Wanted to have your personal car, apart from the family 1Maintenance costs for previous car were too high 1


0 2 4 6 8 10 12 14 16

Wanted to buy before trade-in value of the previous car become too low


Prvious Car had Troubles


Disappointed with the dealer of the previous car


Wanted to have your personal car, apart from the family

Maintenance costs for previous car were too high

Reas

ons

No of Responses

Findings:-

Car Replaced with your New Ford Figo

Cars Replaced No of ResponsesHyundai Santro 8Maruti Wagon-R 6Tata Indica 5Maruti Alto 2Maruti Zen Estilo 2Chevrolet Spark 2Chevrolet Aveo UV-A 1Other 5


106

Resondents who have changed their car with Ford Figo

0 1 2 3 4 5 6 7 8 9

Hyundai Santro

Maruti Wagon-R

Tata Indica

Maruti Alto

Maruti Zen Estilo

Chevrolet Spark

Chevrolet Aveo UV-A

Other

Cars

No of Responses

Findings:-

Other Cars Considered before purchase

Other Cars Considered No of ResponsesChevrolet Beat 26Maruti A-Star 16Hyundai i20 14Maruti Swift 12Hyundai i10 11Volkswagen Polo 11Hyundai Santro 8Tata Indica 8Honda Jazz 7Maruti Wagon-R 6


107

Maruti Zen Estilo 5Hyundai Getz 3Chevrolet Spark 1

Replacement Car users who have considered other cars before the purchase of Ford Figo

0 5 10 15 20 25 30


Hyundai i20Maruti SwiftHyundai i10Volkswagen

Hyundai SantroTata IndiacaHonda Jazz

Maruti Wagon-RMaruti Zen Estilo

Hyundai GetzChevrolet Spark

Car

s

No of Responses

Findings:-

Reasons for the Consideration of those Cars

Reasons for the consideration of those Cars No of ResponsesNew in the Market 14Same Price Range 11Same Segment 9Having Good Brand Name 9Current Car from the same Segment 1Comparison seen in any Television/Magazines 1


108


0 2 4 6 8 10 12 14 16

New in the Market

Same Price Range

Same Segment

Having Good Brand Name

Current Car from the same Segment

Comparison seen in any Television/Magazines

Reas

ons

No of responses

Findings:-

Source of Information

Source of Information No of ResponsesFriends and Relatives 14Magazines and Newspapers 12Television 11Internet 8Pamphlets & Brochures 5


109

Sources of information

0 2 4 6 8 10 12 14 16



Television

Internet


Sour

ces

No of Responses

Findings:-

Key Satisfaction reasons in Ford Figo

Satisfaction Reasons No of ResponsesDriving Performance 17Mileage 14Comfortable Drive 14Seating Comfort 8Design 7Bluetooth Interface 6Roominess/Spaciousness 4Air-Conditioning 3


110

Quality 2Durability 2Storage Space 2Safety Features 1Reliability 1Engine 1

Satisfaction in Ford Figo

0 2 4 6 8 10 12 14 16 18

Driving PerformanceMileage

Comfortable DriveSeating Comfort

DesignBluetooth Interface

Rominess/SpaciousnessAir-Conditioning

QualityDurability

Storage SpaceSafety Features

ReliabilityEngine

Rea

sons

No of Responses

Findings:-


Dissatisfaction Reasons No of ResponsesMileage 4Seating Comfort 3Air-Conditioning 2Durability 1Reliability 1


111

Dissatisfaction Reason in Ford Figo

0 0.5 1 1.5 2 2.5 3 3.5 4 4.5

Mileage

Seating Comfort

Air-Conditioning

Durability

Reliability

Reas

ons

No of Responses


112

SAMPLE SIZE: 27

Respondents who have replaced their car and have additional car also

Findings:-

Gender: Male: 19

Female: 8


113

Findings:-


21 – 30: 6

31 – 40: 5

41 – 50: 8

Above 50: 4


114

Findings:-


Graduate: 10

Post-Graduate: 15


115

Findings:-


Rs. 45,001-60,000: 2

Rs. 60,001-75,000: 3

Rs. 75,001-90,000: 3


116

Findings:-






117

Findings:-


Official: 1


Professional: 3

Others: 6


118

Findings:-

Reason for purchase of New Car

Reasons for Purchase of New Car No of ResponsesWanted to buy before trade-in value of the previous car become too low 9Previous Car had Troubles 7Financial status has now improved 3Family structure changed 3Became necessary for work 1Got driver’s license 1


119

Disappointed with the dealer of the previous car 1Other 2


0 1 2 3 4 5 6 7 8 9 10

Wanted to buy before trade-in value of the previous car become too low

Prvious Car had Troubles




Got driver’s license

Disappointed with the dealer of the previous car

Other

Reas

ons

No of Responses

Findings:-

Additional Cars have and Replaced a car for the New Ford Figo

Cars No of ResponsesHyundai Santro 9Tata Indica 9Maruti Wagon-R 7Maruti Swift 5Hyundai i10 5Honda City 5Maruti SX4 4Maruti Swift Dzire 3


120

Chevrolet Spark 3Honda Jazz 2Ford Fiesta 2Hyundai Verna 1Maruti Zen Estilo 1Chevrolet Aveo UV-A 1Hyundai Getz 1Others 12

Respondents who have Additional Cars and replaced also

0 2 4 6 8 10 12 14

Hyundai SantroTata Indica

Maruti Wagon-RMaruti SwiftHyundai i10Honda CityMaruti SX4Maruti Swift

Chevrolet SparkHonda JazzFord Fiesta

Hyndai VernaMaruti Zen Estilo

Chevrolet AveoHyundai Getz

Others

Car

s

No of Respnses

Findings:-

Cars replaced with and have additional other cars also

Cars No of ResponsesHyundai Santro 9Tata Indica 9Maruti Wagon-R 7Maruti Swift 5Hyundai i10 5Honda City 5Maruti SX4 4Maruti Swift Dzire 3Chevrolet Spark 3Honda Jazz 2


121

Ford Fiesta 2Hyndai Verna 1Maruti Zen Estilo 1Chevrolet Aveo UV-A 1Hyundai Getz 1Others 12

Respondents who have Additional Cars and replaced also

0 2 4 6 8 10 12 14

Hyundai SantroTata Indica

Maruti Wagon-RMaruti SwiftHyundai i10Honda CityMaruti SX4Maruti Swift

Chevrolet SparkHonda JazzFord Fiesta

Hyndai VernaMaruti Zen Estilo

Chevrolet AveoHyundai Getz

Others

Car

s

No of Respnses

Findings:-

Other cars considered before purchase

Other Cars Considered No of ResponsesChevrolet Beat 23Maruti A-Star 15Hyundai i20 15Hyundai i10 13Tata Indica 12Honda Jazz 9Volkswagen Polo 9Maruti Swift 8Maruti Wagon-R 4Hyundai Santro 4Maruti Zen Estilo 4Hyundai Getz 2


122

Chevrolet Spark 2Other 2

Replacement Car users who have considered considered other cars before purchase and have additional car also

0 5 10 15 20 25


Hyundai i20Hyundai i10Tata IndiacaHonda Jazz

Volkswagen PoloMaruti Swift

Maruti Wagon-RHyundai Santro

Maruti Zen EstiloHyundai Getz

Chevrolet SparkOther

Cars

No of Responses

Findings:-

Reasons for the Consideration of those Cars

Reasons for the consideration of those Cars No of ResponsesSame Price Range 12Having Good Brand Name 12New in the Market 12Same Segment 10


123


9 9.5 10 10.5 11 11.5 12 12.5

Same Price Range

Having Good BrandName

New in the Market

Same Segment

Reas

ons

No of Responses

Findings:-

Source of information

Source of Information No of ResponsesTelevision 11Magazines and Newspapers 9Friends and Relatives 8Pamphlets & Brochures 7Internet 6


124


0 2 4 6 8 10 12

Television




Internet

Sour

ces

No of Responses

Findings:-

Key satisfaction reasons in Ford Figo

Satisfaction Reasons No of ResponsesBluetooth Interface 12Driving Performance 10Mileage 6Design 5Comfortable Drive 4Seating Comfort 4Roominess/Spaciousness 3Safety Features 2Air-Conditioning 1


125

Size of Your Car 1Storage Space 1

Satisfaction Reasons in Ford figo

0 2 4 6 8 10 12 14

Bluetooth InterfaceDriving Performance

MileageDesign

Comfortable DriveSeating Comfort

Rominess/SpaciousnessSafety FeaturesAir-Conditioning

Size of Your CarStorage Space

Rea

sons

No of Responses

Findings:-


Dissatisfaction Reasons No of ResponsesAir-Conditioning 7Mileage 2Reliability 2Durability 1Seating Comfort 1


126


0 1 2 3 4 5 6 7 8

Air-Conditioning

Mileage

Reliability

Durability

Seating Comfort

Reas

ons

No of Responses


127

Target Customers for New Honda Small Car

Once the firm has identified its market-segment opportunities, it is ready to initiate market

targeting. Here, marketers evaluate each segment to determine how many and which ones to

target and enter.

In target market Honda should target towards the small car industry and should look for the

consumers for Honda Small Car.

Resources of target market


128

Newness of model: The consumers will be targeted who are more conscious to buy a

new model of the car.

Brand Image of Honda: The brand image of Honda is good in the market, so the

consumers who look for the brand should be targeted

'Man Maximum - Machine Maximum': The Honda will be using its great concept

of design by its famous slogan 'Man Maximum - Machine Maximum'

Honda’s Technology: Honda has always believed in giving more excitement and

more joy. Be it designing high performance sports cars that are a pleasure to behold

and a joy to drive or creating the world's first humanoid robot to walk on two legs or

countless other technologies that astonish and delight, Honda's spirit of exploration

frequently invents the future. Not surprisingly, millions of people worldwide often

respond to Honda's spirit of innovation with a sense of delight and amazement.

Honda's obsession for technology that continuously improves upon the performance

and safety of all Honda vehicles is what sets it apart from other names in the car

industry. The three great innovations of Honda are Asimo, Jet, FCX.

Target on the basis of Demographic:-

Male and Females both will be targeted specially females will be targeted on

the basis of the technology of Automatic Transmission.

Honda should target the age group of 31-40 years because these are the persons who are newly married or have 1 child and there are not of so much high class to afford a premium class car so they can go for new Honda

Honda Should target post-graduate consumers because it has be obvious that

they can have good salary package

The family income plays the most important role in buying behaviour of the

car so Honda should target the consumers whose income is above Rs. 45,000


129

and specially targeted towards whose income lies in the range of Rs. 60,000 -

75,000.

Honda should target consumers who are married and have 1 child because

now a days people with prefer to have a car. In that case people use to

purchase small car for the small family

As the MNC’s are entering in the Indian market so the scope for the service

industry is increasing. So Honda should target the consumers of service class

industry


130

MARKETING-MIX

Product

Product variety:- Honda should launch its different variants to differentiate between from

the low class to the high class. They should also launch the variant of Automatic-

transmission in their car because it is easier to drive as compare to manual transmission to

specially target females.

Quality:- As Honda is known for its technology and they never do compromise with the

quality. So I will suggest Honda to consider the price factor along with maintained quality.

Design:- As Honda has already designed their car and the design is really good


131

Features:- Honda should have their Standard features as well as specially features according

to the new concept car.

Exterior Interior Safety and Security Convenience

Body Colored

Bumpers

Integrated Audio with

AM/FM CD MP3 +

Aux in

Dual Front SRS

Airbags

Air Conditioner

with Heater

Body Colored

Outside Rear

View Mirrors

Front & Rear Speakers ABS with Brake

Assist

Driver and

Passenger Vanity

Mirror

Body Colored

Door Handles

Seat fabric Color -

Titanium

EBD (Electronic

Brake-force

Distribution)

Tilt Steering

Column

Halogen Lights Rear Seat (60:40 split) G-CON (G Force

Control Technology)

Tilt Steering

ColumnGHS-IMR (PGDM)Himanshu Gupta

132

Rear Micro

Antenna

Seat Back Pocket

(Passenger Side)

ECU Immobilizer Drive by Wire

Mud Flaps Front Seatbelt

Pretentioner with Load

Limiter

Instant Fuel

Consumption

Display

Day/Night Side Rear

View Mirror

Power Door Lock

Rear Wiper Headlight Height

Adjuster

High Mount Stop

Lamp

Power Door Mirror

Full Size Spare Tyre Front Seat Belt

Height Adjuster

Power Windows

Front & Rear Seat

Adjustable Headrest

Key Alarm

Headlight Alarm

Foot Rest

Front and Rear

Console Pockets

Accessory Socket

Front and Rear door Lining Pockets

Brand Image:- The brand image of Honda is good but from last 2 years they are loosing so

for the success and maintain its brand image they have to give their best.


133

Warranties:- Honda should provide warranty of at least 1 year and if possible expand it

upto 3 years as its competitor Chevrolet is doing.

Price

List Price:- As they are in entry of B segment so the list price should not exceed above 4.5

lakhs.

Discounts:- The company should also offer discounts at the time of year end as all other

companies provide discount at the month of December.

Allowances:- The company should provide atleast 6 free services to its consumers and

provide basic accessories like floor mat, seat cushion, sun shade, cigarette lighter, charger

and steering wheel cover to its consumers.

Promotion

Advertising:- As Honda has good brand image in terms of technology thy should show the

message of advanced technology and also target females by giving the message that

automatic-transmission is easier to drive as compared to manual transmission in

advertisements of daily soaps.

Corporate Sales:- As companies provide cars to their employees, so Honda should also

target companies for the corporate sales and providing some extra benefit to them.

Place

Location:- Honda will be manufacturing it car in Greater Noida Factory and if the Demand

will increase they will also operate in Rajasthan Factory.


134

Inventory:- Honda should plan for proper inventory because it has been seen that the

demand for new car is always high and that to of specially small cars.


135

Other Recommendations

In the findings we have seen that the replacement car users are the most who are

replacing there car with the new car. Honda should target those consumers whose

small car has become older (Above 4 years) and they need to buy a new car before

the trade value of there previous car become too low and consumers whose financial

status is increasing.

Keeping in mind key features of the competitors Honda should launch its Honda new

car. As in the Ford Figo there are certain new feature like Bluetooth Interface and

Height adjustable seats.

Honda should launch it car by the time his competitors are not launching as the

Honda’s biggest competitor Toyota is also planning to launch its new car in 2011,

because consumers mostly prefer a new launched car.

The findings shows that source of information through which has the highest

frequency is friends and relatives for whom the companies don’t have any approach,

but increasing its advertisements in television, Magazines and Newspapers Company

can increase its sales.

Honda should manufacture its car by considering that it should provide best driving

performance comfortable drive and mileage in its new car as seen in the findings of

Ford Figo that these are the key satisfaction reasons. They should also concentrate in

other features also to deliver their best.


136

Honda should consider all the 5 things i.e. Air-conditioning, mileage, reliability,

durability and seating comfort in their new car because it has been seen that the

consumers of Ford Figo are quite dissatisfied with these features. Honda should

deliver their best by concentrating on these dissatisfaction areas.

The assembling of new feature in the Ford Figo is not seemed to be the very good,

because the people are not so familiar with this feature but I will suggest that this

feature should be there in the car because most of the people use mobile phone while

driving and it is one of the safety feature and Honda should also make familiar with

to consumer with this new feature. Till the time of the launching of Honda’s car

people may become familiar with this feature.

Honda should also have the feature of Height adjust of seat in the car because as the

number of family members who use to drive the car are of different height then it will

be helpful for them to use.

As the tag line of Ford says that “Feel the difference” but the findings shows that

consumer can not able to recognize it properly, so I will suggest Honda that they

should have some such extra ordinary thing in their car so that it makes a difference

in the cars, because the consumers attract towards the new attractive thing and also

with the tagline of the car which reflect the car.

As findings shows that people use to have additional accessories in their car. Mostly

they purchase it from the company. So I will suggest that company should provide

basic and low cost accessories like floor mat, seat cushion, sun shade, cigarette

lighter, charger and steering wheel cover as a free gift along with the car to attract the

consumers.

As the findings shows that Honda is technically advanced. So I will suggest Honda

that they should advertise their product by focusing more towards technology. As

Jazz is not performing well in the market so it may be possible that giving a good

message to the consumer may help.

It has been seen in the findings that few consumers wants some additional things in

their cars like alloy wheels, graphics, sun roof, navigator, etc. in their. As these things

are costly and increase the cost of the car. So it is recommended to Honda that GHS-IMR (PGDM)Himanshu Gupta

137

considering the cost factor first, they could not provide these feature but they can

launch one another best model of this which can provide these features. The

consumers which will be targeted for this car will be those who already have car.

LIMITATIONS:

Some places do not entertain researcher at all.

The study depends upon samples.

The findings of the study are subjected to time and cost consideration.

During the visits to various locations, due to busy schedules of these persons repeated

visits were required to get their confirmations as a result of which too much time was

wasted.

Also many people asked for my visiting card to verify my authenticity, which I was

not able to produce.

Probability of certain factors which could not be highlighted like (price, status

symbol etc) because of customer ego and profile.


138


139

QUESTIONNAIRE

This is Himanshu Gupta from GHS-IMR Institute, Kanpur. I am doing a survey of customers of Ford Figo. In survey I will be getting to know about your satisfaction level and reasons related to the purchase of your new FORD FIGO.

Kindly cooperate with me in filling the Questionnaire

Q 1. Is this is your First Car, Additional Car or Replacement Car? First Car Additional Car Replacement Car

Q 2. Which are the other cars you have? Please specify. (Answer if option 2 is selected in Q. 1.) Maruti 800 Maruti Alto Hyundai Santro Tata Indica Maruti wagon-R Maruti Swift Maruti Zen Estilo Hyundai Getz Chevrolet Aveo UV-A Chevrolet Spark Tata Indigo Ford Fiesta Hyundai i10 Hyundai Verna Maruti Swift Dzire Maruti SX4 Honda Jazz Honda City Others (Please Specify) ______________________________________________

Q 3. Which car have you replaced with your New Ford Figo? (Answer if option 3 is selected in Q. 1.) Maruti 800 Maruti Alto Hyundai Santro Tata Indica Maruti wagon-R Maruti Swift Maruti Zen Estilo Hyundai Getz Chevrolet Aveo UV-A Chevrolet Spark Other (Please Specify) ___________________________

Q 4. Reasons for the purchase of New Car? Dissatisfied with the performance of the previous car Your previous car had troubles You wanted to buy before the trade-in value of the previous car become too low Financial status has now improved Your family structure changed Received as a gift for entering school/ getting new job Became necessary for work You got your driver’s license Your company gave you a car


140

Became necessary for commuting to work/ school You wanted to have your personal car, apart from the family Disappointed with the dealer from whom you bought your previous car Purchase conditions improved Maintenance costs for previous car were too high

Need better Mileage Any other (Please Specify) ___________________________________________

Q 5. Which are the other cars you have considered before the purchase of your new Ford Figo? Chevrolet Beat Chevrolet Spark Honda Jazz Tata Indica Maruti Zen Estilo Maruti A-star Maruti Swift Maruti WagonR Hyundai Santro Hyundai i10 Hyundai Getz Hyundai i20 Fiat Punto Volkswagen Polo None Other (Please Specify) ______________________________________________

Q 6. Please can you tell me why you have considered these cars ? Same Segment Same Price Range Current car from the same company Having good brand name New in the market Comparison seen in any television / magazines Others

Q 7. From which source have you got the information about Ford Figo? Television Magazines and Newspapers Internet Pamphlets & Brochures Friends and Relatives Others

Q 8. Which things have you considered at the time of purchase of your new Ford Figo? Price Design and Style Newness of model Mileage Brand Image Services and Parts Convenience from Dealer Other (Please Specify) ______________________________________________

Q 9. Which are the key satisfaction reasons in your Ford Figo? Design Quality Roominess / Spaciousness Engine Mileage Comfortable Drive Air-conditioning Driving Performance Size of your car Safety Features Durability Reliability Seating comfort Bluetooth Interface Storage Space Ground Clearance Others (Please Specify) _______________________

Q 10. Which are the key dissatisfaction reasons in your Ford Figo? Design Quality Roominess / Spaciousness Engine Mileage Comfortable Drive Air-conditioning Driving Performance Size of your car


141

Safety Features Durability Reliability Seating comfort Bluetooth Interface Storage Space Ground Clearance Others (Please Specify) _______________________

Q 11. Which additional feature would you like to be there in your Ford Figo? __________________________________________________________________

Q 12. Do you use your mobile phone while driving? Yes No

Q 13. How often do you use your new feature ‘Bluetooth Interface’ in your car? (Answer if option 1 is selected in Q 12.) Daily Weekly Once a month Never

Q 14. Do you normally drive the car or is it driven by some other family member also? Self Driven Driven by one other family member Driven by more than one family member

Q 15. Do you use the driver seat height adjustment? Daily Weekly Once a month Never

Q 16. Can you associate yourself with the tag line ‘Feel the difference’ of Ford? Yes No Can’t say

Q 17. Have you installed any additional accessories in your Ford? Yes No

Q 18. From where you have purchased your car accessories? (Answer if option 1 is selected in Q 17) Company Outside (After Market)

Q 19. Which additional accessories have you installed in your car? (Answer if option 1 is selected in Q 17) Car Sun Shade Steering Wheel Cover Car Floor Mat Graphics LCD Navigator Car Seat Cushion Cigarette Lighter and Mobile Charger Other (Please Specify) _____________________________________________

Q 20. What is the image in your mind in terms of ‘HONDA’ as a brand? Youthful Technologically Advanced Reliable Royal Brand Luxurious Other (Please Specify) _________________________________


142

Demographic Questions

Name :- Address :-

Telephone / Mobile No. :-

Gender :- Male Female

Age (in years) :- Below 21 21 – 30 31 – 40 41 – 50 Above 50

Your Education :- Intermediate Graduate Post – Graduate Other

Your Family Income (Monthly) :- Below Rs. 45,000 Rs. 45,001 – 60,000 Rs. 60,001 – 75,000 Rs. 75,001 – 90,000 Above Rs. 90,000

Marital Status :- Single Married with no children Married having 1 child Married having 2 or more Children

Your Occupation :- Service Official Businessman / Self-employed Professional Other (Please Specify) ______________________________________________


143

Survey – Demographic Information

Respondent No. Gender Age Education

Family Income

Marital Status Occupation

1 1 3 3 5 3 32 2 1 1 5 1 53 2 3 2 4 3 44 1 5 2 5 4 35 1 4 3 4 3 36 2 2 2 5 1 57 2 1 1 5 1 58 1 5 3 3 3 49 1 2 2 5 2 1

10 2 3 2 5 4 511 1 3 3 5 2 112 1 3 2 2 3 313 1 2 2 3 2 114 1 4 3 5 4 115 2 2 3 2 1 216 1 4 3 5 4 417 1 4 2 4 4 318 1 4 3 5 4 319 1 2 2 5 1 520 1 2 3 5 2 121 1 4 3 5 4 322 1 2 3 3 1 123 1 5 3 5 4 324 1 5 2 5 4 325 2 4 3 1 1 126 1 4 3 5 3 127 2 2 3 5 1 528 1 2 3 3 2 129 2 1 1 3 1 530 2 2 2 2 4 431 1 1 2 3 3 532 2 1 1 5 1 333 2 2 3 4 1 134 1 4 3 4 3 335 1 4 3 4 3 336 1 1 1 5 1 537 2 3 3 4 2 138 2 4 2 5 4 539 1 3 3 4 3 140 1 3 3 4 2 3


144

41 1 5 2 4 3 542 1 4 3 5 3 343 2 1 1 5 1 144 2 2 3 5 4 245 2 2 3 5 2 146 1 3 3 3 3 347 1 4 3 4 3 248 2 3 2 3 3 549 1 2 3 4 2 250 1 3 3 3 3 451 1 3 2 2 3 352 1 2 3 5 1 153 1 1 2 1 1 554 1 2 3 2 3 155 1 2 3 2 1 156 1 4 3 3 3 357 1 3 2 1 4 358 1 4 3 4 3 159 1 2 3 3 2 160 1 3 2 2 3 361 2 3 2 2 3 462 1 3 2 3 2 163 1 3 3 2 3 364 2 2 3 2 2 565 1 1 1 2 1 566 2 3 3 4 1 467 2 3 2 5 4 568 2 2 2 5 1 569 1 5 3 3 3 470 1 3 2 2 2 471 1 3 3 3 2 172 1 4 3 3 4 373 1 1 1 1 1 574 1 3 3 2 3 175 2 4 3 3 3 276 1 2 3 4 2 177 1 3 2 3 3 378 2 1 2 1 1 579 1 1 2 1 1 580 1 3 3 3 4 181 1 2 3 5 1 182 1 2 3 4 2 283 1 5 2 4 4 484 1 3 3 3 2 2


145

85 2 5 3 4 4 386 1 2 3 1 3 187 2 3 3 3 3 588 1 4 2 3 3 389 1 4 3 3 3 290 1 3 2 3 2 291 1 4 3 3 4 292 1 4 3 4 2 393 1 4 3 4 4 494 1 3 3 2 2 195 1 4 3 3 4 196 1 3 3 2 3 197 2 5 3 3 4 398 1 3 2 4 4 299 2 3 3 3 3 5

100 2 2 1 1 1 5

Coding in SPSS

Gender:- Male:- 1

Female:- 2

Age: Below 21: 1

21 – 30: 2

31 – 40: 3

41 – 50: 4

Above 50: 5


Graduate: 2

Post-Graduate: 3

Family Income: Rs. 45,001-60,000: 1

Rs. 60,001-75,000: 2GHS-IMR (PGDM)Himanshu Gupta

146

Rs. 75,001-90,000: 3

Above Rs. 90,000: 4






Official: 2


Professional: 4

Others: 5

Users of Cars First Car User Additional Car

User

Replacement

Car User

Replacement

Car user and

Have

additional Car GHS-IMR (PGDM)Himanshu Gupta

147

also

No of

Responses

22 19 32 27

Replacement Car TotalReplacement Car

UserReplaced Car and have

Additional CarMaruti 800 1 1 0Maruti Alto 2 2 0Hyundai Santro 17 8 9Tata Indica 10 5 5Maruti Wagon-R 13 6 7Maruti Swift 1 0 1Maruti Zen Estilo 2 2 0Hyundai Getz 0 0 0Chevrolet Aveo UV-A 1 1 0Chevrolet Spark 3 2 1Other 9 5 4

Additional Car TotalAdditional Car

haveAdditional car have and

replacedMaruti 800 0 0 0Maruti Alto 0 0 0Hyundai Santro 17 8 9Tata Indica 15 6 9Maruti Wagon-R 14 7 7Maruti Swift 7 2 5


148

Maruti Zen Estilo 1 0 1Hyundai Getz 1 0 1Chevrolet Aveo UV-A 1 0 1Chevrolet Spark 4 1 3Tata Indigo 0 0 0Ford Fiesta 4 2 2Hyundai i10 8 3 5Hyndai Verna 1 0 1Maruti Swift Dzire 6 3 3Maruti SX4 6 2 4Honda Jazz 3 1 2Honda City 8 3 5Others 16 4 12

Reasons for Replacement

Total No of Responses

First Car User

Additional Car User

Replacement Car User

Replacement Car user and have Additional Car Also

Previous Car had Troubles 12 0 1 4 7


149

Wanted to buy before trade-in value of the previous car become too low 25 0 1 15 9Financial status has now improved 17 6 2 6 3Family structure changed 8 1 4 1 3Received as a gift for entering school/ getting new job 1 0 1 0 0Became necessary for work 10 6 1 2 1Got driver’s license 3 2 1 0 1Became necessary for commuting to work/ school 5 4 1 0 0Wanted to have your personal car, apart from the family 7 0 5 1 0Disappointed with the dealer of the previous car 3 0 0 2 1Maintenance costs for previous car were too high 1 0 0 1 0Other 7 3 2 0 1

Other Cars Considered

Total Car Users

First Car Users

Additional Car Users

Replacement Car Users

Replaced and have additional

carChevrolet Beat 78 18 11 26 23Chevrolet Spark 6 2 1 1 2Honda Jazz 22 2 4 7 9Tata Indica 27 4 3 8 12Maruti Zen Estilo 14 3 2 5 4


150

Maruti A-Star 52 13 8 16 15Maruti Swift 23 1 2 12 8Maruti Wagon-R 22 7 5 6 4Hyundai Santro 23 4 7 8 4Hyundai i10 39 9 6 11 13Hyundai Getz 6 1 0 3 2Hyundai i20 37 3 5 14 15Fiat Punto 1 0 1 0 0Volkswagen Polo 25 2 3 11 9None 0 0 0 0 0Other 2 0 0 0 2

Reason for the consideration of

those carsTotal Car

UsersFirst Car

UsersAdditional Car Users



carSame Segment 33 7 7 9 10Same Price Range 45 14 8 11 12Current Car from the same Segment 1 0 0 1 0Having Good Brand Name 39 12 6 9 12New in the Market 49 14 9 14 12Comparison seen in any Television /Magazines 1 0 0 1 0Others 0 0 0 0 0

Source of Information

Total Car Users

First Car Users




carTelevision 33 5 6 11 11Magazines and Newspapers 33 5 7 12 9Internet 27 7 6 8 6Pamphlets & Brochures 24 6 6 5 7


151

Friends and Relatives 41 9 10 14 8Others 0 0 0 0 0


Total Car Users

First Car Users



Replaced and have additional car

Design 26 11 3 7 5Quality 3 1 0 2 0Roominess /Spaciousness 14 3 4 4 3Engine 1 0 0 1 0Mileage 37 10 7 14 6Comfortable Drive 39 12 9 14 4Air-Conditioning 9 4 1 3 1Driving Performance 48 13 8 17 10Size of Your Car 4 2 1 0 1Safety Features 7 2 2 1 2Durability 6 1 3 2 0Reliability 4 3 0 1 0Seating Comfort 23 4 7 8 4Bluetooth Interface 29 3 8 6 12Storage Space 6 2 1 2 1Ground Clearance 0 0 0 0 0Others 0 0 0 0 0

Key Dissatisfaction reasons in Ford Figo

Total Car Users

First Car Users




Design 0 0 0 0 0Quality 0 0 0 0 0Roominess /Spaciousness 0 0 0 0 0Engine 0 0 0 0 0Mileage 13 3 4 4 2Comfortable Drive 0 0 0 0 0Air-Conditioning 17 3 5 2 7


152

Driving Performance 0 0 0 0 0Size of Your Car 0 0 0 0 0Safety Features 0 0 0 0 0Durability 8 5 1 1 1Reliability 9 3 3 1 2Seating Comfort 5 1 0 3 1Bluetooth Interface 0 0 0 0 0Storage Space 0 0 0 0 0Ground Clearance 0 0 0 0 0Others 0 0 0 0 0

User of Mobile Phone while Driving

Total Car Users

First Car Users




Yes 64 13 13 17 21No 36 9 6 15 6

User of Bluetooth Interface while Driving

Total Car Users

First Car Users




Daily 7 1 1 2 3Weekly 13 3 3 5 2Once a Month 16 2 4 1 9Never 28 7 5 9 7

No of Family members who drives the car

Total Car Users

First Car Users




Self Driven 21 8 3 7 3Driven by one other family member 47 7 11 14 15Driven by more than one family member 32 7 5 11 9

Association with Total Car First Car Additional Replacement Replaced GHS-IMR (PGDM)Himanshu Gupta

153

the Tag Line Users Users Car Users Car Users

and have additional car

Yes 19 4 2 5 8No 18 1 5 9 3Can't say 63 17 12 18 16

Additional accessories installed

Total Car Users

First Car Users




Yes 79 19 14 24 22No 21 3 5 8 5

Place of PurchaseTotal Car Users

First Car Users




Company 43 13 9 10 11Outside (After market) 36 6 5 14 11


Total Car Users

First Car Users




Car Sun Shade 34 5 9 8 12Steering Wheel Cover 21 9 1 5 6Car Floor Mat 71 17 13 22 19Graphics 2 1 0 0 1LCD 0 0 0 0 0Navigator 0 0 0 0 0Car Seat Cushion 56 16 9 12 9Cigarette Lighter and Charger 27 4 6 7 10Other 5 0 2 1 2


154


Total Car Users

First Car Users




Youthful 13 4 3 2 4Technologically Advanced 53 9 10 19 15Reliable 22 3 9 7 3Royal Brand 27 5 2 7 13Luxurious 38 9 5 8 16Other 12 1 0 6 5

REFERENCES

Webliography < http://www.hondacarindia.com/about/globalHonda.aspx > About Honda

< http://www.hondacarindia.com/jazz/home.html > About Honda Jazz

< http://www.hondacarindia.com/city/home.html > About Honda City

< http://www.hondacarindia.com/civic/home.html > About Honda Civic

< http://www.hondacarindia.com/accord/home.html > About Honda Accord

< http://www.hondacarindia.com/crv/home.html > About Honda CR-V

<http://www.india.ford.com/servlet/ContentServer?

cid=1248868625707&pagename=FIPL%2FDFYPage%2FFord-

Default&c=DFYPage&site=FIPL > About Ford Figo


155

http://www.hondacarindia.com/crv/home.html

http://www.hondacarindia.com/accord/home.html

http://www.hondacarindia.com/civic/home.html

http://www.hondacarindia.com/city/home.html

http://www.hondacarindia.com/jazz/home.html

http://www.hondacarindia.com/about/globalHonda.aspx

< en.wikipedia.org/wiki/Automobile_industry_in_India > About Automobile Car

Industry in India

< http://business.mapsofindia.com/automobile/car-manufacturers/small-market.html

> Small Car Industry in India

< http://world.honda.com/investors/annualreport/2009/pdf/2009-page24-29.pdf >

Honda Motors Financial Status of world

< http://icra.in/Files/PDF/CreditPerspective/2009-August-HSCIL.pdf > Honda Siel

Cars India Financial Status

< http://automobiles.mapsofindia.com/cars/new-cars/honda-small-car.html > About

Honda Small Car

< http://www.justauto.com/article.aspx?id=94799 > Article about Segments of Small

cars

< http://economictimes.indiatimes.com/articleshow/6000018.cms > An Article on

Economic Times about Ford Figo Sales and Bookings

< http://www.sagepub.com/upm-data/5005_Seidman_Chapter_5.pdf > A Journal

about the Cars

Bibliography

Kotler, Philip; Keller, Kevin Lane; Koshy, Abraham; & Jha, Mithileshwar. (2009).

Marketing Management.: Pearson Indian Edition – 13th Edition; Chapter 1: Defining

Marketing for the 21st Century, pp. 22-25; & Chapter 8: Identifying Market Segments

and Targets, pp. 201-220

Malhotra, Naresh K.; & Dash, Strabhushan. (2009). Market Research – An Applied

Orientation: Pearson Indian Edition – 15th Edition; Chapter 2: Defining the

Marketing research Problem and Developing an Approach, pp. 38-53; Chapter 3:

Research Design, pp. 79-86; Chapter 10: Questionnaire and Form Design, pp. 300-

301; Chapter 13: Fieldwork, pp. 414-416, Chapter 14: Data Preparation, 428-431; &

Chapter 22: Report Preparation and Presentation, pp. 698-712.


156

http://economictimes.indiatimes.com/articleshow/6000018.cms

http://www.justauto.com/article.aspx?id=94799

http://automobiles.mapsofindia.com/cars/new-cars/honda-small-car.html

http://icra.in/Files/PDF/CreditPerspective/2009-August-HSCIL.pdf

http://world.honda.com/investors/annualreport/2009/pdf/2009-page24-29.pdf

http://business.mapsofindia.com/automobile/car-manufacturers/small-market.html

Black, Ken. (2009). Business Statistics: Wiley India Edition – 4th Edition; Chapter 3:

Descriptive Statistics, pp. 48-71; & Chapter 7: Sampling and sampling Distributions,

pp. 223-231.

George, Darren; & Mallery, Paul. (2009). SPSS for Windows – Step by Step: Pearson

Low Price Edition – 8th Edition; Chapter 3: creating and editing a data File, pp. 32-

39; Chapter 4: Managing Data, pp. 47-61; Chapter 5: Graphs, pp. 74-86; & Chapter

6: Frequencies, pp. 91-96.

Mishra, Anil. (2008). Summer Internship – Simplified: Biztantra – 1st Edition


157

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