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SUMMER TRAINING REPORT
on
ZESTCAR CLINIC
THE NIELSEN COMPANY
Submitted in partial fulfillment of the requirements of
Post Graduate Diploma in Management
by
PAWAN KUMAR
PGDM 2011 - 13
29
IILM College of Management Studies
Greater Noida
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ACKNOWLEDGEMENT
It gives me immense gratification to place on records my profound gratitude and sincere
appreciation to each and every one who have helped me in this endeavour. I would especially
like to express my sincere thanks to my respected company mentorMr. Chandan Banerjee
under whose guidance and continuous cooperation, support, suggestion, encouragement and
providing input that I needed to complete my project successfully.
I also would also like to express my gratitude towards my faculty guide Mr. Pawan Verma for
his valuable guidance and support during the period of my summer training. He has corrected
and guided me through every step in the project report. He also inculcated in me a systematic
approach and professionalism
I would also like to thank all those people at THE NIELSEN COMPANY who though being
total strangers to me lifted my spirit with their cheerful smiles and gave me the courage &
inspiration to work zealously on the project assigned to me and do justice to it. After completion
of all the tasks and project assigned to me by the company and overall support of everyonearound I find myself much more confident student. This program is my first step towards the
corporate life and I wont deny that this has been a successful one as well.
Lastly, I wish to express my gratitude to my colleagues and friends for their constant
encouragement and support who helped me throughout the process and made this program a
success.
Pawan Kumar
PGDM 201113
IILM- CMS
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CONTENT
S.NO TOPIC PAGE NO.
1 Executive Summary 4 - 5
2 Objective 6
3 Company Profile 7 - 14
4 Working Methodology 1517
5 Final Analysis & Findings 1842
6 Recommendations 4344
7 Limitations of the Project 45
8 Learning 4647
9 References 48
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EXECUTIVE SUMMARY
The report here will be focusing on one of the critical projects that were assigned to me by TheNielsen Company during my summer internship program. The project was named ZEST"
where Honda Motors was the client of Nielsen. The theme of the project was to study and
analyze consumers perception towards Hondas 2 new models of cars in terms of exterior,
interiors, engine specifications and perception of Indian consumers towards Honda Motors in
Car segment and that too in Hatchback segment.
The report will be throwing light on Indian Automobile Industry focusing mainly on the small
car segment, what consumers have to say for the models being displayed and also in addition to
get a feedback towards the features of the cars. Honda Motors were able to get a glimpse of what
Indian consumer has to say when it comes to small cars. They will be able to identify who are
their real competitors and who is the market leader in the specified segment, what features are
most preferred by consumers etc.
The data was collected using primary method where respondents were interviewed about the
various attributes of the cars which was a part of Quantitative Study and also to talk about the
Qualitative aspect many new findings came out by conducting FGD (Focused Group
Discussion).
The analysis and results will includes most preferred cars in hatchback segment , mostly owned
cars , consumers motivation behind buying a car, most important aspects while making purchasedecision , comparative analysis of brand imagery of Honda Vs. Maruti etc.. The outcomes of
Focused Group Discussion , role of a moderator in a FGD , selection of respondents for a FGD
and many more details of Market Research.
The complete process of how to set up a car clinic will be discussed in the report being presented
here. How Nielsen approached and attracted respondents, why only Delhi and Jaipur were
chosen as preferred locations to conduct the clinic all these questions will be answered with as
much details as available.
Then we will be shifting towards the recommendation parts that will be for Honda motors whichwill be focusing on:
Improvement in exterior and interiors of the displayed cars. Pricing approach. Competitive approach. Positioning of cars to be launched.
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In the end to conclude we will be discussing few limitations of the study like sampling errors,
real recommendations that were made by Nielsen to Honda as the analysis that has been
conducted is my original work, as the results and analysis were confidential in which we were
not included as a part of real set up of recommendations and results.
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OBJECTIVE
The objective of the project ZEST , which was assigned to The Nielsen Company by HondaMotors was to do an exploratory study. The research was divided into two parts as most of the
researches are contacting both Quantitative and Qualitative studies. The prime objectives and
reason behind conducting this research are mentioned below:
QUANTITATIVE LEG
Find out Consumers responses towards 2 of their new Hatchback Cars which will belaunched, in terms of Exterior and Interior features.
Explore the most desired cars to be bought in next 6 months by the respondents. The most important purchase criterias that influence their purchase decision while going
for a Hatchback Car.
Pricing overview.
QUALI TATIVE LEG
They will also find out intention to buy Honda Cars and will do a comparative analysiswith the other brands in the market. This will be a part of Qualitative leg which will be
done using a Focused Group Discussion.
What consumers seek in cars and which cars or brands are mostly liked by consumersand why?
Brand imagery of Honda Motors in car segment and how consumers perceive the brand.
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NIELSENS HISTORY
The Nielsen Company (erstwhile ACNielsen) was established in the United States in 1923 by
Arthur C. Nielsen, Sr., one of the founders of the modern marketing research industry. Among
many innovations in consumer-focused marketing and media research, Mr. Nielsen was
responsible for creating a unique retail-measurement technique that gave clients the first reliable,
objective information about competitive performance and the impact of their marketing and sales
programs on revenues and profits. Nielsen information gave practical meaning to the concept of
market share and made it one of the critical measures of corporate performance. Mr. Nielsen also
founded the business known today as Nielsen Media Research, the global leader in television
audience measurement and other media research services.
ACNielsen opened its first international office in the UK in 1939 and, after World War II,
progressively expanded its operations in Western Europe, Australia and Japan.
In 2001, ACNielsen became part of VNU, a world leader in marketing information, media
measurement and information and business media.
In 2003, VNU announced a new organizational structure for VNU Marketing Information (MI),
its largest business group, to address evolving client needs and to create an enhanced platform
for accelerated growth.
In 2005, VNU attempted to expand into healthcare and pharmaceutical information by acquiring
IMS Health. Although the merger was terminated in the face of shareholder opposition, the two
companies agreed to work together to develop new capabilities.
In 2006, VNU was acquired and taken private by a consortium of six private equity firms.
In 2007, VNU changed its name to The Nielsen Company. This new identity emphasizes its best
known brand name and underscores its commitment to create an integrated, streamlined global
organization.
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WHAT THEY DO
Nielsen offers an integrated suite of market information gathered from a wide range of sources,
advanced information management tools, sophisticated analytical systems and methodologies,
and dedicated professional client service to help their clients find the best paths to growth.
Clients work with their services to:
Measure their market performance. Analyze market dynamics. Diagnose and solve marketing and sales problems, and Identify and capture growth opportunities.
PRACTICES
Retail & Shopper Marketing
Brand & Portfolio Management
Pricing & Promotion Strategies
Product Innovation & Renovation
Social Media Intelligence
http://in.nielsen.com/company/what.shtml#measure#measurehttp://in.nielsen.com/company/what.shtml#analyse#analysehttp://in.nielsen.com/company/what.shtml#diagnose#diagnosehttp://in.nielsen.com/company/what.shtml#identify#identifyhttp://in.nielsen.com/company/what.shtml#identify#identifyhttp://in.nielsen.com/company/what.shtml#diagnose#diagnosehttp://in.nielsen.com/company/what.shtml#analyse#analysehttp://in.nielsen.com/company/what.shtml#measure#measure7/27/2019 Honda Expolratory Study - Hatchback Segment
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1. Retail & Shopper Marketing:
No matter how strong a product, it must be marketed to the right shopper in the rightcontext if it is to succeed. Understanding shopper behaviour allows retailers and
manufacturers to optimize in-store layout, communications, assortment, pricing and
promotions to boost sales.
But how do you decide where to expand next or how to increase per-store sales? Whatpack size, price point or channel makes the most sense based on how segments are
evolving? What is the right strategy for growing and expanding your brand and product
offerings?
How We Can Help Our comprehensive insights into the shopper experienceincluding influences such asin-store placement and retail channelsdelivers retailers and manufacturers a clear view
of the market through the consumers eyes. Nielsen provides an in-depth understandingof the shopper experience, giving you insights that set the perfect mix of pricing,
packaging and presentation to drive growth.
How We Do It Our comprehensive solutions include: Optimizing distribution across millions of traditional trade outlets throughout India. Analyzing assortment range and shelf management, testing new shelf layouts and
understanding shopper segmentation.
Measuring shopper behavior, including shopping mission and motivation, andmarketing activation, looking at change moments in shopper conversion process.
Organizing overall category management, product price, assortment, in-store placementand promotion to increase share of shopper basket.
Assessing best locations for retail expansion and new store launch throughunderstanding sales, traffic and shopper satisfaction.
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2. Brand & Portfolio Management:
Building strong brand equity means dealing effectively with a lot of moving parts.Managing each component of your portfolio is essential to enhancing the overall
perception and competitive performance of your brand.
But how can you create the strongest brand portfolio and which components need to beimproved? How do you determine whats driving category growth and how can you
improve how you are allocation of your brand support budget? What steps need to be
taken to move your brand closer to the desired positioning?
How We Can Help Nielsen helps you measure the dimensions of your portfolio and the key drivers in each
category. We allow you to assess the best ways to mix and measure your productportfolio, identifying where your competitive strengths and opportunities lie. Nielsenhelps you to evaluate the ROI of your communication strategy and customer management
programs, determining how they could be improved to better attract consumers to your
offerings.
How We Do It Our comprehensive solutions include: Strategies for positioning and building your brand as efficiently and effectively as
possible, looking at brands underlying health and potential for future success.
Measurement of both perception and product/service experience, as well as theircorrelation to sales performance.
Optimization of brand portfolio, ensuring your product mix offers the best fit for whatconsumers need.
Tools for monitoring and optimizing brand performance, anticipating demand byidentifying consumer needs.
Integration of distribution, consumer behavior and perception data to gain the bestunderstanding of the market and category.
Identify threat and growth potential, prioritizing future brand action.
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3. Pricing & Promotion Strategies:
One of the greatest challenges for any manufacturer or retailer is setting prices. Impactedby economic conditions, trends in label growth, and commodity cost fluctuations, pricing
and sales strategies require in-depth and current knowledge of the market.
So what is the optimal price point for your products, and how will your customersrespond to changes? How should you price a new product, or a product re-launch?
Whats the best way to promote your products during a price increase, and which
promotions are the most effective?
How We Can Help Nielsen optimizes your pricing and promotional strategy to align with brand and profit
goals for your entire product portfolio. We work with you to predict how various pricingand promotion scenarios will impact sales and profits as well as the shoppers perception
of your brand.
How We Do It Our comprehensive approach includes:
Modeling price and promotion options, discerning optimal price to drive trial andrepeat purchases, meeting volume and profit goals.
Determining new and re-launched product pricing strategies to generate trial andrespond to competition.
Integrating retail and consumer research data to form a holistic picture of themarket, and forecast future shifts.
Assessing the impact on sales and profitability for manufacturers and retail partners,as well as price interactions between own portfolio.
Analyzing pricing promotions, with clear recommendations for improvement andpack price optimization.
Tracking market continuously to best respond to fluctuations and commodity costchanges.
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4. Product Innovation & Renovation: The marketplaceand your competitorsare in constant motion, so you cant afford to
have your products stand still. But launching a new product or refreshing an existing one
requires a deep understanding of the market, and an execution strategy based on the best
data available.
So how should you develop and market your product to ensure a strong performance?What is the volume potential of your initiative and the best way to position it vis--vis
your competitors? What would be the best launch strategy, including distribution,
advertising and investment?
How We Can Help Nielsen offers a full range of services that help you evaluate, develop and recharge
brands and products. From the earliest stages of idea generation through product launch
and post-launch evaluation, we provide research to help direct decisions about productinnovation.
How We Do It Our comprehensive solutions allow you to:
Evaluate the viability of new product ideas based on consumer, brand/categoryassortment and retail environment, identifying those with the best potential.
T
est your product concepts, packaging and deliver what the consumer and customer
needs.
Assess external factors to identify their impact on product placement andpositioning, and to improve trade relationships, delivering what the consumer needs.
Understand the consumer adoption process and impact of relaunch among existingbrand buyers and non-buyers.
Minimize risk and portfolio cannibalism by drawing on rich database and expertise,while maximizing sales and profit.
Forecast long-term viability of product and consumer reaction.
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5. Social Media Intelligence: Conversations on customer review sites, blogs and social networks are shaping your
public image and impacting sales.
But how can you use social media metrics to derive these insights? How should you usethis analysis to make marketing decisions? Which channels and platforms are most
effective, and how can social media best be integrated with other marketing extensions?
How We Can Help Nielsens measurement and filtering tools help you assess exactly what value can be
gained from social media, identifying when it offers advantages over traditional
marketing, and when the they can be used together. We help you understand your
consumer through social media, linking feedback and queries to customer serviceinfrastructure and mechanisms.
How We Do It Our comprehensive solutions include:
Listening to social media, measuring what is being said about your brand, andhow to use it to drive growth and further engagement.
Formulating a social media activation plan to enhance your brands social mediapresence, advising on how to build brand advocacy.
Creating content and community management practices to engage the socialmedia community.
Evaluating consumer response and conversion to determine efficacy of digitaland social media marketing investments.
Benchmarking social media performance and actions from competitors, whiletracking threats as part of online reputation management.
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CORPORATE SOCIAL RESPONSIBILITY
Talking about Nielsen CSR initiatives they are very much active on both social andenvironmental aspects. Nielsen across the globe observes 14th June as Global Impact Day andvolunteered for social causes and projects as part of their social responsibility initiative.
Highlighting few initiatives taken on this very day across India at various offices are mentioned
below.
Mumbai: In Mumbai, around 400 employees from Nielsen chose to visit Malwani, theAsia's second biggest slum located in north Mumbai. Hunger-free society and food for
education were the theme selected by the group who visited four schools in Malwani. The
visiting team played with the students and interacted on various social and developmentalissues. They also distributed note-books and educational materials as token of support for
the current academic year.
New Delhi: In capital around 100 employees to an orphanage in Sarai Kale Khan andspent time with children there. They also distributed many stationery items, sports items
etc. which would help the orphanage. I personally was a part of this special day.
Jaipur: In Pink city employees from Nielsen went to an old age home and spent timewith many parents who were stranded in their old age. Nielsen employees played gameswith them and donated many necessity items to old age home like fans , coolers , beds
etc.
Jharkhand: AC Neilsen in partnership with TATA Power had launched an exclusiveLivelihood Intervention Project for Maithon Power Limited a Joint Venture Companywith Damodar Valley Corporation. The project aims to develop agriculture productivity
in the area from mere subsistence level to commercial farming through harnessing the
opportunities presented by favourable topography. Phase 2 of this paddy intervention isabout to be completed with High Yield Varieties (Foundation and Certified) of paddy
followed by vegetable crops covering 265 Farmers in 365 Acres of land of 14 villages in
Maithon.
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WORKING METHODOLOGY
The project here is termed as a car clinic in research terminologies. This clinic is divided into2 parts the first step is called QUANTI (Quantitative), where the data is collected using a
questionnaire. The second step is QUALI (Qualitative), where few selected respondents werepart of a FGD( Focused group discussion). The entire methodology has been described in
following steps:
POPULATION:-
The population or universe here refers to all those people who are willing to purchase a new car
in next 6 months or so. Tough there were other criteria as well but to have a database of all those
people who are willing to buy a car in next six months was the real challenge. To get the list
following steps were taken:
Get data from various car dealers across Delhi/NCR of all those people who have seekinformation from their respective centre.
Online surveys were conducted to create a database for the same seeking just informationregarding their intention to purchase a car in coming months.
SAMPLE SIZE:-
The sample size was of 150 respondents and the criterias were: Should be an owner of 2 wheeler at least. Should be more then 25 years of age. Annual income should be more than Rs. 4 lakhs. Should not be purchasing the car for commercial use. Should be planning to purchase a hatchback car in next 6 months.
Only those car seekers were shortlisted out of entire population who met the above mentioned
criteria.
ATTRACTING THE REPSONDENTS:-
After the list of future prospects was compiled, all of them were called and asked about the
above mentioned criterias and if any respondent met all of them then they were asked about the
availability for the car clinic. A special gift voucher was also given to all those who attended the
clinic which was from Shoppers Stop worth Rs. 500.
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CAR CLINIC:-
Car clinic was held for a period of 4 days in New Delhi. Mentioned below was the distribution of
the respondents on the various days:
DAY 140 DAY 240 DAY 340 DAY 430
Step 1:-
The respondents were first asked about the basic questions related to their demographics , reason
to buy a car , currently owned vehicles , actions taken by them till date before purchasing a car ,
usage pattern etc. After these questions were asked they were informed that they will be
evaluating 3 cars in terms of exterior and interior looks and then they were taken to main setup in
a big hall where 3 cars were displayed tagged as CAR P , CAR Q , CAR R. At one go maximum
of 3 respondents were taken inside to avoid any hassle, biasness in the responses.
Step2:-
Then the respondents were taken to 3 different marked position from where they can view the
exterior. First the responses about the front was recorded, then side and in last the rear looks
were displayed. The sequence to be followed was first we have to show them CAR P then CARQ and in last CAR R was displayed.
Step 3:-
After the entire exterior evaluation was done then in the same sequence one by one interiors were
also evaluated by them. The respondent was made to sit on the drivers seat first then on the rear
seat and the responses were recorded.
Step 4:-
After all the steps in last few questions were recorded about overall vehicle response, suitable
prices etc. and the interview terminated. On an average an interview lasted from 30 to 45
minutes.
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FOCUSED GROUP DISCUSSION:-
After that the responses were collected and then in the day end few people were chosen forFGD to be held on last two days. The respondents were chosen on following criterias:-
2 Acceptors of CAR P 2 Acceptors of CAR Q 2 Acceptors of CAR R
There were 5 sessions of FGD were held containing 6 respondents in every discussion as per the
above mentioned criteria.
In presence of 1 moderator the FGS were conducted which were scheduled for a period of 60
minutes to 90 minutes. The discussions were divided into following sections:
Section 1:
A brief understanding of demographics.Section 2:
Current vehicles ownership and usage pattern.Section 3:
Need of a car. Purchase criteria. Preferred brands.
Section 4:
Brand ImageryHonda Vs Others.
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ANALYSIS AND FINDINGS
Out of all the respondents 40% of them were currently the owners of two wheelers but
apart from that it was found that 10.5% of them owned Maruti Alto and 9.9% were owners
of Hyundai Santro. This shows that these two cars are one of the most owned cars
currently and also other cars of Maruti like Swift, Wagon-R are also owned by most of
them which makes Maruti the market leader indeed and hence a tough to beat competition
up ahead for Honda Motors.
0
10
20
30
40
50
60
70
61
3
10 1215
3
1611 12
4 3 2
Most Owned Cars
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Almost 15% of respondent were intending to buy Maruti Swift in next 6 months whichcurrently makes it the most desired car in Hatchback segment followed by Hyundai i20
with 12% of them. The reason why Maruti Swift is the most desired was because of its
strong engine performance and stylish looks. Also people find Maruti cars the most reliable
brand of all.
0
5
10
15
20
25
3 3
7 76
21
10
18
11
14
6
22
9
2
4
11
2 2
8
2
Most Desired Cars
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3 major reasons for Indian consumers to buy a car are good looks with 27% responses,
need for a family car with 18% and social status with 16% of total responses.
This makes it clear that Honda should focus on these 3 aspects and try to position their cars
in such a way that they are able to attract consumers towards them with the market being
so competitive with established payers like Maruti Suzuki and Hyundai in Hatchback
Segment.
7%9%
Need a car with
good looks, 27%
5%
Want to have a
family car, 18%
8%
7%
Want a car to
indicate my
social status,
16%
3%
Need to upgrade from the 2
wheeler
Need a small car which suits my
daily needs
Need a car with good looks
Need to have the latest car in the
market
Want to have a family car
It was always an aspiration for me
to buy a car myself
Want to have a car that has
premium image
Want a car to indicate my social
status
Wanted a car to commute to
office/ work easily
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Price of the car is the major concern for Indian buyers as 17% of respondent said so being
followed by the fuel efficiency with 12% of them responded with this. Also people only trust
reliable brands.
Now the above mentioned 3 aspects are the reasons why Maruti has been able to capture
the market and it will be very tough for Honda to beat them on price and reliability
parameter with the faith that people have on Brand Maruti Suzuki.
0 10 20 30 40 50 60 70 80
Price of the car
Good value for money
Resale value
Fuel Efficiency
Comfort of ride and seating comfort
Ease of parking
Road visibility while driving
Exterior design
Engine Performance
Agility
Price of parts
Reliable Brand
Word Of Mouth
75
22
21
54
21
6
21
30
18
9
12
40
16
Important aspects behind purchase decisions
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After evaluating the exteriors of Car P, 2 of the most liked features were Front Bonnet Design
which was liked by 22% of the respondent followed by The Front Grill being liked by 13.3% of
them. Other features which caught attention were Head lamp and size of the windows.
The bonnet being one of the most attractive features was liked because of its aerodynamics looks
and also because people found it something fresh. The front grill was also liked by respondents
because of stylish looks. The size of side windows were very big and people found it good as it might
help them to have a good outside view.
22%
3%
13%
7%14%
1%
7%
3%
11%
4% 6%
4%
5%
Exteriors - P ( liked )
Bonnet Design
Front Bumper
Head lamp
Windshield
Front Grill
Shape of the side doors
Shape of the windows
Size of the side door
Size of the windows
Rear Mirror
Rear door shape
Rear tail lamp design
Rear glass design
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16.7% of responses went against the bumper as people found it very long and they think
that on Indian roads the car might have ground clearance issues. Also 13.7% of the
responses went against the rear glass design as people thought that the length of the glass
was too long and can create privacy issues with complete interior being exposed from rear.
0
5
10
15
20
25
30
35
40
45
50
Exteriors - P ( Disliked )
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In Car Q 18.3% people found the front bumper being the most likeable feature with
appropriate height which will not have any ground clearance issues. Also 16% of them
liked the headlamp as well.
0
10
20
30
40
50
60
25
55
48
4
21
28
8
21
12
2
10
43
23
Exteriors - Q ( Liked )
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Talking about the most disliked features of all rear mirror design was not liked by 18.3%
of the respondents and 16% of them didnt liked the rear door shape too as they found it
least stylish of all.
Front grill and windshield were among features which were not much liked by the people
as well.
010
2030
4050
60
Bonnet Design
Front Bumper
Head lampWindshield
Front Grill
Shape of the side doors
Shape of the windows
Size of the side door
Size of the windows
Rear Mirror
Rear door shape
Rear tail lamp design
Rear glass design
12
12
15
30
32
14
12
15
9
55
48
17
29
Exteriors - Q ( Disliked )
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Talking about car R the most attractive feature which came out was the headlamp with
29% of the responses went in its favor followed by the bonnet design with 20.7% responses
in their favor. This showed that these tow features outplayed other features and could be a
great feature to have in their car as people found it very unique and different when
compared to existing models in the market.
0 10 20 30 40 50 60 70 80 90
Bonnet Design
Front Bumper
Head lamp
Windshield
Front Grill
Shape of the side doors
Shape of the windows
Size of the side door
Size of the windows
Rear Mirror
Rear door shape
Rear tail lamp design
Rear glass design
62
13
87
23
3
5
3
7
14
17
11
3
52
Exteriors - R ( Liked )
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Though people liked this model a lot as compared to other two but the two features that
they didnt liked about this car were the front grill with 20.3% going against this feature
and the front bumper with 16.7% responses against it.
The problem that was being reported with front grill was that they found it very unstylish
as it seemed very flat and obsolete design and in case of front bumper they again thought
that this car will have ground clearance issues on Indian roads.
0
10
20
30
40
50
60
70
7
50
5
22
61
6 1013
43
12
38
25
8
Exteriors - R ( Disliked )
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The most likeable car in terms of exterior was car R with 61% of people ranked it
rank 1 and 53% of them ranked it rank 2.
2nd most liked car came out to be car P with 23% ranking it the best and 53%
ranked it 2nd best in terms of exterior looks
Car Q was the least desired car in terms of exterior looks as 50% of responses
ranked it rank 3 and 35% ranked it rank 2.
23%
16%
61%
RANK 1
P
Q
R
53%35%
12%
RANK 2
P
Q
R
23%
50%
27%
RANK 3
P
Q
R
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The most liked feature among the respondents emerged as the legroom that the car P has
both in front and rear seats with as 30% responses stated that being followed by the seat
flexibility feature that has been installed on the rear seats which was being liked by 21.7%
of the people. In other features 16.7% people found the seats to very comfortable and
14.7% people liked the stylish dashboard design.
0
10
20
30
40
50
60
70
80
90
90
0
50
11
38 42
0 4
65
Interiors - P ( Liked )
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Page | 30
Two of the most disliked features in terms of interior of car P were the steering position
and the visibility of road being recorded at 30% and 28.3% respectively. Few of them also
didnt like the interior color design as 19.3% responses says so.
0
10
20
30
40
50
60
70
80
90
0 0
17
90
58
38
12
85
0
Interiors - P ( Disliked )
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Page | 31
Interior color scheme was liked by 39.3% of the people being followed by the sitting
comfort that was being offered by car Q with 22% of responses in the favor.
This shows that people like dark colors for interiors and the reason that they state is light
colors are prone to dust and need special care too.
0
20
40
60
80
100
120
1
27
66
10
118
35
2
41
Interiors - Q ( Liked )
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Page | 32
34.3% of the total responses stated that the car Q has very less legroom and also 24% of the people
didnt liked the fact that there was no seat flexibility feature installed in this car. Also 21% of them
didnt liked the dashboard design also and stated that it is very obsolete and doesnt carry anything
different then existing cars in the market.
0 20 40 60 80 100 120
Legroom
Headroom
Sitting Comfort
Steering Position
Interior Color Scheme
Dashboard Design
Visibility of Controls
Visibility of Road
Seat Flexibility
103
0
8
10
11
63
22
11
72
Interiors - Q ( Disliked )
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Page | 33
Moving on to the interior of car R the most liked car in terms of exteriors, 28.3% people
liked the interior color scheme with lavishing dark colors which made it look elegant and
25.7% of them liked new stylish dashboard design with all new meter console installed and
also enough storing space that was unique feature about the
0
10
20
30
40
50
60
70
80
90
22
31
41
85
77
10
0
52
Interiors - R ( Liked )
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Page | 34
Visibility of road was a big concern as 40% of the people stated that while sitting on
drivers seat the visibility was very less. According to them the new bonnet design had to do
with it which was flat from front however made it difficult for the person sitting on the
driver seat to have a complete access to the road. Also legroom was stated less by 29.3% of
them but the reason behind the legroom complain can be that in car P the legroom that has
been provided is very big and that is why people came out with this response.
0
20
40
60
80
100
120
88
0
22 20 18
25
7
120
0
Interiors - R ( Disliked )
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Page | 35
The most liked car in terms of interior was again CAR R as 58% of the responses stated
that the CAR R had most stylish and attractive interiors featuring good color combinations
along with unique dashboard.
51% of the respondents found CAR P as the 2nd most stylish of them in terms of interiors
in which legroom was the most likeable feature of all.
CAR Q again lagged behind in terms of interiors too as 71% of the responses stated that.
According to respondents the car lacked modern looks.
26%
16%
58%
RANK 1
P
Q
R
51%
13%
36%
RANK 2
P
Q
R
23%
71%
6%
RANK 3
P
Q
R
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Page | 36
The overall evaluation ended with no surprise as CAR R ranked 1 with 73% of the
responses went in its favor and the reason behind that was stunning exteriors with the
unique bonnet design and attractive headlamps. Also People liked the interior of the car
which was the best so far with attractive bonnet design and color combinations.
CAR P was the 2nd
choice of the customers as 67% of the responses ranked it rank 2 the
reason that it lagged behind was the bumper design and the color combinations of interior
which was light in color and people are not very much comfortable with light colors.
CAR Q was the least wanted of all with 78% people ranked it rank 3. The car lacked style
and it hardly had any feature that was different.
18%
9%
R,
73%
RANK 1
P
Q
R
P, 67%13%
20%
RANK 2
P
Q
R
15%
Q,
78%
7%
RANK 3
P
Q
R
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Page | 37
Great Buy For Money
36% respondents said that at 3.5Lakh the
car will be a great buy for money.
Cheap
If car is priced at 2.5 Lakh then 41% of the
respondent said that they will have a doubt
on the quality of the car.
Expensive
31% of the respondents said that if car is
priced at 5 Lakh then it will be expensive
but they still can consider it to buy.
Too Expensive
Anything above 6 Lakh will make it out of
consideration to buy as suggested by 42.7%
of the respondents.
0 20 40 60
3.25 lakh
3.5 lakh
3.75 lakh
4 lakh
41
54
37
18
Great Buy For Money
0 20 40 60
4 lakh
4.25 lakh
4.5 lakh
4.75 lakh
5 lakh
5.25 lakh
2
10
38
35
47
18
Expensive
0 20 40 60 80
2.25 lakh
2.5 lakh
2.75 lakh3 lakh
3.25 lakh
21
61
26
30
12
Cheap
0 20 40 60 80
4.5 lakh
5.25 lakh
5.75 lakh
6.25 lakh
2
7
20
40
9
64
8
Too Expensive
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Page | 38
Great Buy For Money
36.7% respondents said that at 3.5Lakh the
car will be a great buy for money.
Cheap
40% says hat anything below 2.5 Lakh will
be too cheap to maintain quality.
Expensive
29.3% of the responses said that 5 Lakh
will be an expensive tag for the car.
Too Expensive
Anything above 6 Lakh will make car out of
consideration even says 42.7% of them.
0 20 40 60
4 lakh
4.5 lakh
5 lakh
4
10
43
32
44
17
Expensive
0 20 40 60
2.25 lakh
2.5 lakh
2.75 lakh
3 lakh
3.25 lakh
22
60
26
29
13
Cheap
0 20 40 60
3.25 lakh
3.5 lakh
3.75 lakh
4 lakh
38
55
37
20
Great Buy For Money
0 20 40 60 80
4.5 lakh
5.25 lakh
5.75 lakh
6.25 lakh
Too Expensive
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Page | 39
Great Buy For Money
According to 55% of the responses car will
be a great buy if priced at 4.5 or 4.75 Lakh.
Cheap
42.7% people will have doubt on the quality
if priced below 3.25 Lakh.
Expensive
If priced around 5.5 to 5.75 Lakh it will be
considered expensive as said by 33% of
respondents.
Too Expensive
6 Lakh has been suggested as the upper
limit by 36% of the respondents.
0 20 40 60
3.75 lakh
4 lakh
4.25 lakh
4.5 lakh
4.75 lakh
5 lakh
9
17
19
49
34
22
Great buy For Money
0 20 40 60 80
2.75 lakh
3 lakh
3.25 lakh
40
46
64
Cheap
0 10 20 30 40
4.5 lakh
5 lakh
5.5 lakh
6 lakh
7 lakh
52
2320
4010
1925
6
Expensive
0 20 40 60
5.5 lakh
6 lakh
6.5 lakh
7.5 lakh
22
2
54
12
20
337
Too Expensive
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Page | 40
P Q R
As ranked 2nd
in the list Car P had
16% of the supporters who said that
they are looking forward to thelaunch and if all goes well with the
price they will definitely buy this
with 38% saying that they probably
can buy the car.
Car Q didnt had much of support
there were 44% support with 12%
saying that they like the car andthey definitely will buy that and
32% said they probably will
consider buying the car.
The best of all 3 Car R had th
most support and it seems tha
this car will have great impact a68% of the respondent have sai
that they will definitely buy thi
car and 20% saying that the
probably will buy.
16%
38%
27%
13%
6%
Intention to buy - P
Definitely would buy
Probably would buyMay or may not buy
Probably would not buy
Definitely would not buy
12%
32%
29%
21%
6%
Intention to buy - Q
Definitely would buy
Probably would buyMay or may not buy
Probably would not buy
Definitely would not buy
68%
20%
5%7%
0%
Intention to buy - R
Definitely would buy
Probably would buy
May or may not buy
Probably would not buy
Definitely would not buy
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Page | 41
FOCUSED GROUP DISCUSSION FINDINGS
In this section I will be highlighting few key findings that came out after conducting 5 GDsessions among the chosen respondents. The findings here will be giving a brief about how
people perceive the current brands in the market and there most preferred brands and there
reasons behind that and many more things we will be covering.
PURCHASE CRITERIA:-
Under this the respondents were asked about various criterias they look into while purchasing a
car and no doubt that the price of the car was the biggest criteria for consumers of India who are
among most price sensitive consumers in the world. Then fuel efficiency was another important
aspect for them with day by day increase in price of petrol and diesel. Due to this very reasonpeople have started shifting towards diesel variants even when they come at higher cost. After
these two important parameters overall looks of the cars matters a lot to the buyers as sometimes
it also becomes a decisive factor for them to purchase a car especially the youth segment.
BRAND PRIORITY:-
With many years of dominance Maruti Suzuki still is the most preferred brand of all existing
brands in the market. When asked why people perceive Maruti as most preferred brand then the
people has many things to state about Maruti with reliability, durability and serviceability the
most important factors behind Marutis success. Maruti Alto, Swift and Wagon R being the most
popular models in hatchback segment for most of the Indian consumers and according to them
the sales data refers to that why they are the market leader.
Moving on to the second most preferred brand after Maruti then the people shifts to Hyundai as
2nd
on the chart with Santro as the star performer for them in the past with effective mileage and
durability. In recent years Hyundais other models i10 and i20 have also gained significant
popularity among Indian masses as people find these two variants as a competitor to Maruti
Suzukis Swift and Wagon R.
3rd
on the list is Honda for them though they have 2 variants in the market but Honda Brio and
Jazz are definitely gaining popularity but because of late entrant in the hatchback segment it stillhas a long way to go.
4th
was Volkswagen with Polo as the model which comes up to their mind but the reason behind
that it is not that much popular among Indian consumers is that they perceive Volkswagen as a
premium brand which has a high cost of purchase and maintenance.
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Page | 42
BRAND IMAGERY OF HONDA MOTORS:-
Talking about Honda Motors the first thing that comes in mind of consumers is Honda City , one
of the most famous sedan cars on road followed by Honda Civic. These two models have gained
a respect in market with their performance and reliability. These two cars have been very popular
in sedan segment but when it comes to hatchback segment Honda has not much to cheer aboutand with the launch of two models Brio and Jazz they are entering the race and people have
started perceiving Honda beyond Honda city. Though its very difficult proposition for Honda to
compete against market leader like Maruti which has acquired market on all fronts , be it price ,
be it efficiency , be it the performance, they have been a superb player especially in hatchback
segment. But with the ethnocentric positioning of Japan which is known as land of technology
Honda definitely can compete against their country rivals Maruti Suzuki though it will take extra
effort form them and some new strategies which can help them fight against the established
giants.
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Page | 43
RECOMMENDATIONS
The main objective of the car clinic was to check the responses of consumers towards 2 newmodels of Honda Motors in hatchback segment. The recommendations that will be made herewill be on positioning of cars, pricing strategies and few changes that can be done in 2 models in
terms of exterior and interior looks.
1. To compete against established players like Maruti Suzuki and Hyundai Honda motorshas to focus on 3 aspects which are pricing as Indian consumer is price sensitive, Looks
which we think they have in these 2 models and position themselves as a family car as
most of the consumers need a family car.
CAR P
2. In terms of exteriors of car P they have to work upon the front bumper as it seems that thecar might face issues with ground clearance.
3. The size of rear glass is also too long which seems a problem for many of the people whowill be willing to buy the car as they think it might go against their privacy.
4. For the interior part in car P people are much more inclined towards dark colors ascompared to light ones so either company should launch the dark variant or they should
provide an option to choose one.
5. The biggest problem in terms of interior was steering position which definitely needs anattention as it creates a problem while getting in and getting out of the car.
6. The best price that can make car P a popular choice among the Indian consumer can beanything in the range of INR 3.5 lakh up to a maximum of 4.5 lakh.
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CAR R
7. In terms of exteriors for car R again the same issue with the front bumper needs to beaddressed as its too lengthy for Indian roads.
8. The front grill is also a problem with its flat design it doesnt looks good and should bechanged and further modifications can be done if possible.
9. Moving on to interior part the first thing that can be taken care of is the road visibility asmost of the people found it very difficult to have an entire view of road while sitting on
driver seat.
10.Legroom is another issue that was being highlighted by the people in this model whichagain can be a concern for them.
11.For car R the type of popularity it has shown it can be priced somewhere in a range ofINR 4.5 lakh up to a maximum of 6 lakh.
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Page | 45
LIMITATIONS OF THE PROJECT
This report hereby which has been submitted is my original work and due to certain companyprivacy clauses the report carries many limitations which are mentioned below:
1. The raw data that was provided is only limited to certain parts of the questionnaire as theoriginal questionnaire had 64 questions in it.
2. The analysis has been done only on Delhi leg of the project and Jaipur leg is not includeddue to lack of data being provided by the research office from Jaipur.
3. I was not part of analysis team which did the original analysis on the project due toprivacy policy of the clientHonda Motors.
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Page | 46
LEARNINGS
The overall experience in The Nielsen Company was an amazing learning curve which whenended it made us more knowledgeable as during entire summer internship we were exposed to
various aspects of Market Research. With the special attention being paid by my mentor It was
an easy task to perform and learn so many things in real life that we used to read only in books.
Various aspects of Market Research and organizational behavior were learnt by me during the
program. The learning outcomes are being mentioned below:
Primary data collection using CAPI Computer Aided Personal Interviews and PAPI Paper Aided Personal Interviews methods.
Details of questionnaire designing and learnt to what extent a questionnaire can becomplex and how each and every question plays an important role in final analysis.
Sampling techniques and approaches to solicit the desired sample which can be truerepresentative of your entire population/universe.
Consumer perception towards hatchback cars as my main project was based on that onlywhich also gave us some insight into automobile industry.
Quality check and data cleaning approaches which ensured that the final data that isprovided to the research team is not having flaws which ultimately leads in proper
analysis and results.
One of the major aspects Car Clinic that is used in Market research for serving theneeds of clients from Automobile Industry.
In Qualitative Research how a FGD ( Focused Group Discussion ) is conducted and roleof a moderator and various steps that are taken care of while conducting it.
How to attract respondents to get unbiased results by offering them in terms of somegifts, prizes etc.
During primary data collection we were made to fix an appointment on our own so withthe passage of time we also mastered the art of fixing an appointment with top officials of
the companies which is a major parameter that in field of marketing.
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Page | 47
In one of the projects of Business Today I also learnt that how the college rankings aredone and how the weightage are assigned to various parameters and how the parameters
are defined.
With many other projects that we covered from various industries we had an insight in alltypes of industries.
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REFERENCES
http://www.indiacsr.in/en/?p=3606 http://www.nielsen.com/in/en.html http://en.wikipedia.org/wiki/Nielsen_Company
http://www.indiacsr.in/en/?p=3606http://www.indiacsr.in/en/?p=3606http://www.nielsen.com/in/en.htmlhttp://www.nielsen.com/in/en.htmlhttp://en.wikipedia.org/wiki/Nielsen_Companyhttp://en.wikipedia.org/wiki/Nielsen_Companyhttp://en.wikipedia.org/wiki/Nielsen_Companyhttp://www.nielsen.com/in/en.htmlhttp://www.indiacsr.in/en/?p=3606