1.Effect of Advertising on Buying of Honda Stunner

8/3/2019 1.Effect of Advertising on Buying of Honda Stunner

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Effect of advertisement on buying of Honda Stunner with reference to Surat city.

S.V.Patel college of computer science and business management. 1


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Introduction

Industry Details

A well developed transport network indicates a well developed economy. For

rapid development a well-developed and well-knit transportation system is essential.

As India's transport network is developing at a fast pace, Indian Automobile

Industry is growing too. Also, the Automobile industry has strong backward and

forward linkages and hence provides employment to a large section of the population.

Thus the role of Automobile Industry cannot be overlooked in Indian Economy. All

kinds of vehicles are produced by the Automobile Industry. India Automobile

Industry includes the manufacture of trucks, buses, passenger cars, defense vehicles,

two-wheelers, etc. The industry can be broadly divided into the Car manufacturing,

two-wheeler manufacturing and heavy vehicle manufacturing units. The major Car

manufacturer are Hindustan Motors, Maruti Udyog, Fiat India Private Ltd., Ford India

Ltd ., General Motors India Pvt. Ltd., Honda Siel Cars India Ltd., Hyundai Motors

India Ltd., Skoda India Private Ltd., Toyota Kirloskar Motor Ltd.

The two-wheeler manufacturing is dominated by companies like TVS, Honda

Motorcycle & Scooter India (Pvt.) Ltd., Hero Honda, Yamaha, Bajaj, etc. The heavy

motors like buses, trucks, defense vehicles, auto rickshaws and other multi-utility

vehicles are manufactured by Tata-Telco, Ashok Leyland, Eicher Motors, Bajaj,

Mahindra and Mahindra, etc.



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HISTORY OF HONDA MOTOR COMPANY

Honda Motor Company, Ltd, Honda Technology Research Institute Company,

Limited) (TYO: 7267 NYSE: HMC) is a multinational corporation headquartered in

Japan.

The company manufactures automobiles, motorcycles, trucks, scooters, robots, jets

and jet engines, ATV, water craft, electrical generators, marine engines, lawn and

garden equipment, and aeronautical and other mobile technologies. Honda's lines of

luxury cars are branded Acura in North America, Hondura in the Honduras and BenTian in China. More recently they have ventured into mountain bikes.

Honda is the 6th largest automobile manufacturer in the world as well as the largest

engine-maker in the world, producing more than 14 million internal combustion

engines each year. In August 2008, Honda surpassed Chrysler as the 4th largest

automobile manufacturer in the United States. Currently, Honda is the second largest

manufacturer in Japan behind Toyota and ahead of Nissan.

Profile of the company

Honda Motor Company, Ltd.

Type Public

(TYO: 7267) & (NYSE: HMC)

Founded September 24, 1948

Founder(s) Soichiro Honda

Headquarters Minato, Tokyo, Japan

Area served Worldwide



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Key people Soichiro Honda (Founder)

Satoshi Aoki (Chairman)

Takeo Fukui (CEO

Takanobu Ito (CEO June 2009)

Industry Automobile

Truck manufacturer

Motorcycle

Products Automobiles, trucks, motorcycles, scooters, ATVs, electrical

generators, robotics, marine equipment, jets and jet engines, and lawn

and garden equipment. Honda and Acura brands.

Market cap US$ 58.74 Billion

Revenue US$ 119.801 Billion

Operating

income

US$ 9.513 Billion

Net income US$ 5.989 Billion

Total assets US$ 500.million

Total equity US$ 45.356 Billion

Employees 167,231

Website http://www.honda.com/

History of Honda Motorcycle & Scooter India Pvt. Ltd.



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Honda Motorcycle & Scooter India Pvt. Ltd. (HMSI) is the wholly owned

Indian subsidiary ofHonda Motor Company, Limited, Japan. Founded in 1999, it was

the fourth Honda automotive venture in India, afterHero Honda, Kinetic HondaMotor

Ltd and Honda Siel Cars India Limited.

Its symbol, the Wings, represents the company's unwavering dedication in achieving

goals that are unique and above all, conforming to international norms. These wings

are now in India as Honda Motorcycle & Scooter India Pvt. Ltd. (HMSI), Japan.

These wings are here to initiate a change and make a difference in the Indian 2-

wheeler industry. Honda's dream for India is to not only manufacture 2-wheelers of

global quality, but also meet and exceed the expectations of Indian customers with

outstanding after sales support.

The entry of Honda into the Indian market as HMSI began with the launch of the

Honda Activa, a 100 cc scooter. The Honda Unicorn was the first motorcycle released

by HMSI.

The HMSI factory is built on a plot of 52 acres (210,000 m2) at Manesar,

Gurgaon district of Haryana. Construction of the factory began on 14 December 1999

and was completed in January 2001. The initial production capacity was 100,000

scooters per year, which is currently 6, 00,000 scooters. The motorcycle production

capacity is 10, 00,000 per annum. The initial investment was Rs. 215 crores and has

now grown to 800 crores.

Profile of the company

http://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Hondahttp://en.wikipedia.org/wiki/Hero_Hondahttp://en.wikipedia.org/wiki/Kinetic_Hondahttp://en.wikipedia.org/wiki/Kinetic_Hondahttp://en.wikipedia.org/wiki/HSCIhttp://en.wikipedia.org/wiki/HSCIhttp://en.wikipedia.org/wiki/Honda_Activahttp://en.wikipedia.org/wiki/Honda_Activahttp://en.wikipedia.org/wiki/Honda_Unicornhttp://en.wikipedia.org/wiki/Motorcyclehttp://en.wikipedia.org/wiki/Hondahttp://en.wikipedia.org/wiki/Hero_Hondahttp://en.wikipedia.org/wiki/Kinetic_Hondahttp://en.wikipedia.org/wiki/HSCIhttp://en.wikipedia.org/wiki/Honda_Activahttp://en.wikipedia.org/wiki/Honda_Unicornhttp://en.wikipedia.org/wiki/Motorcyclehttp://en.wikipedia.org/wiki/India


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Official Name Honda Motorcycle & Scooter India Pvt. Ltd.

Type Private company

Founded20 August 1999 in Manesar Gurgaon, Haryana, India

Headquarters Haryana, India

Key peopleMr. Shinji Aoyama, President and CEO

Industry Automotive

Products Motorcycles, Scooters

Parent Honda Motor Company, Limited

Production Capacity10,00,000 Units per Year

website http://www.honda2wheelersindia.com/

Our Products Activa, Unicorn, Shine, Dio, Eterno , Aviator ,StunnerCBF

About Honda

Honda is the worlds largest manufacture of 2-wheelers. Its symbol, the wings,

Represent the companys unwavering dedication in achieving goals that are unique

And above all, conforming to international norms. These wings are now in India as



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Honda motorcycle & scooter India pvt ltd. (HMSI), a wholly owned subsidiary of

Honda Motor company ltd. Japan. These wings are here to initiate a change and make

a difference in the Indian 2-wheeler industry. Hondas dream for India is to not only

manufacture 2-wheeler of global quality, but also meet and exceed the expectation of

Indian customers with outstanding after sales support.

Official name: Honda motorcycle & scooter India pvt. Ltd.

Established: 20th Aug, 1999

Place: Manesar, district gurgon, haryana, India

Capital: Rs. 300 crores

Representative: Mr. Yukihiro ashima, president & CEO

Factory location: Manesar, District Gurgon, Haryana, India

Production capacity: 7, 50,000 units per year

HMSI NETWORK

Every Honda dealership is known as a H.E.A.D. - Honda Exclusive

Authorized Dealer. Each H.E.A.D. exclusively handles Honda 2-wheelers and

promotes business activities based on policies that focus on customer satisfaction.



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They are the representatives of HMSI in their respective markets and provide 4S

facilities under one roof as per Honda's worldwide standards. Wherever you travel

across the globe, Honda H.E.A.D.s (Dealerships) stands out with their unique identity.

The design of the H.E.A.D.s in India has also been done with the same purpose in

mind.

Each of our Dealers functions as a one-stop shop that takes care of all your

concerns regarding your Honda product. Thus, with the objective of maximizing

customer satisfaction, all H.E.A.D.s provide facilities for Sales, Service, Spares and

Safety Riding.

Sales

All H.E.A.D.s exclusively offer the sales of Honda 2-wheelers. When you

enter the showroom, you will encounter attractive display and distinctive showroom

environment, that will help you know our products better. Trained staff at each

H.E.A.D. will help in your buying process and offer test rides to give you a feel of the

product.

Services

Quality repair and maintenance services are provided to ensure that customers

continue to ride Honda 2-wheelers under safe and optimal conditions.

History of Ganga Automobiles Pvt. Ltd.

Every Honda dealership is known as a H.E.A.D. - Honda Exclusive

Authorized Dealer. Each H.E.A.D. exclusively handles Honda 2-wheelers and

promotes business activities based on policies that focus on customer satisfaction.



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Wherever you travel across the globe, Honda H.E.A.D.s (Dealerships) stand

out with their unique identity. The design of the H.E.A.D.s in India has also been done

with the same purpose in mind.

A Ganga automobile is the first Honda executive authorised dealer of the

south Gujarat. Ganga automobiles id I.S.O. 9001:14001 certified dealer. It exclusively

handles Honda 2-wheelers and promotes business activities based on policies that

focus on customer satisfaction. Ganga automobiles in its respective markets and

provide 4S facilities under one roof as per Honda's worldwide standards.

The 4S Policy uses by all H.E.A.D.s as well as Ganga Automobiles

Sales

Ganga automobiles exclusively offer the sales of Honda 2-wheelers. When you

enter the showroom, you will encounter attractive display and distinctive showroom

environment, that will help you know our products better. Trained staff will help in

your buying process and offer test rides to give you a feel of the product.

Services

Quality repair and maintenance services are provided to ensure that customers

continue to ride Honda 2-wheelers under safe and optimal conditions.

Spare Parts

Adequate stocks of genuine Honda spares are readily available for quick

repair and servicing.



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Safe Riding

Respect for human life forms a part of Honda's corporate philosophy. To

realize this, safety riding is being actively promoted by HMSI. Safety riding

programmes have been implemented. Our wish is to build-up a safe environment for

driving, by giving pre-delivery safety advice to each Honda customer.



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Good planning and control of advertising depend on measures of advertising

effectiveness. Yes the amount of fundamental research on effectiveness is appallingly

small.

Most measurements of advertising effectiveness deal with specific ads and

campaigns. Most of the money is spent by agencies on pretesing ads, and much less is

spent on evaluating their effectiveness. A proposed campaign should be tested in one

or a few cities first and its impact before rolling it out nationally.

Most advertisers try to measure the communication effect of an ad that is, its

potential effect on awareness, knowledge, or preference. They to know the ads sales

effect.



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There are 3 major methods of advertising pretesting:

1. The consumer feedback method that asks consumer for their reactions to a

proposed ad.

2. The portfolio tests that ask consumer to view of listen to a portfolio of

advertisements, as much time as they need.

3. The laboratory tests that use equipments to measure physiological reactions-to

an ad; or consumers may be asked to turn a knob to indicate their moment

liking of interest while viewing sequenced material.

Here, many types of advertising available

Television advertisement

Mobile advertisement

Event

Internet advertisement

Radio advertisement

Banner advertisement

Promotion 1] Mall

2] Multiplex

Out of these all most popular is, Television advertisement.



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Product Information

StunnerCBF

Honda re-defines style with the new sporty CBF Stunner. Equipped with a

perfect blend of great looks, Stunning performance and unbeatable quality its an

ultimate desire of every youth. So set your spirit free and leave others breathless with

this absolute sensation, the ultimate style icon.

Technical Specification

Length (mm) 2012



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Width (mm) 734

Height mm) 111

Net power 11 BHP@8000 rpm

Starting System Self

Battery 12V-3AH

Headlamp Halogen 12V 35/35W

Trip meter Available

Fuel tank 10(liter)

Gear Shift Pattern 1 Down 4 Up



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Problem Identification

Here, I have taken study in the EFFECT OF ADVERTISING ON BUYING

OF HONDA STUNNER WITH REFRENCE TO SURAT CITY.

Statement of The problem

1] To understand the influence of advertisements of Honda Stunner on consumer.

2] To study the media of communication between the company and the

customers.

Scope of The study



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1] This study will focus on the effectiveness of advertisements of Honda Stunner

on the consumer.

2] This study will provide an opportunity to know the company itself.

Objectives

Primary objective:-

To study the effectiveness of advertisement on customer

with respect to Stunner Bike.

Secondary objective:-

.

To know the opinion of the customers about the advertisements.

It major objective is to promote any brand.

The real needy people for the product get to know about itthrough advertisement.

If the customers are unaware of the product. Then by the

advertisement they will know about the product.

The consumers may have the conviction but not actually make

the purchase. Therefore, advertisement motivates action to

purchase the product.

Consumer not only like product, but want them to be the best

from their competitor. It is the objective of the advertisement to

make them satisfy by showing the true and correct

advertisement.

Limitation of the study



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Tough I have as per my level best to make the research study & the

report writing qualitative excellence. The following limitation are remains an

overcome in the study.

1. A Ganga automobile has a large territory over which has sold lots of bike, but this

study is limited up to the Surat city.

2. The time period allotted for the study i.e. Two month is a short period for

completing the every attitude.

3. It may be possible that some of the respondent may furnish wrong bias data.

4. Sample size here consider is of 100 respondent. Which may be small for

detail analysis and as we know as large as the sample size more accurate result.

5. Lack of proper response in the questionnaire by the respondents.

6. Each and every aspect of marketing could not be covered

7. As we worked here for some limited time in a day we are not able to get the full

knowledge of customer.

8. Sample size is very limited due to time constraint.

9. Lack of proper response in the questionnaire by the respondents.



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RESEARCH METHODOLOGY

MEANING: -

Market research is the function which links the

consumer, customer and public to the market through information uses to identifying

and defines marketing opportunities and problems, generate, refine and evaluate

marketing actions, monitor understanding of marketing as a process. The management

depends upon marketing research as a tool in solving its marketing problems. It helps

in taking fruitful and efficient decisions regarding to the flow of goods and services to

the customers.

Research Design



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Formulation of research problem

Choice of research design

Selection of sources of data

Designing data collection techniques

Sampling decision

Field survey

Editing, tabulating & analysis of the data

Preparing research report

1. Formulating the research problem :

I have done business research on the "effect of advertisement on buying of

the Honda stunner" also at this stage, I should try to define the following things:

Who are the population members (i.e. unit of analysis); in this project I have

considered the customers of Honda Stunner of Surat city as unit of analysis.

Time & Space Boundaries:- In this project, the time boundary given to us tocomplete this project is only of 2 month

2. Choice of research design.

Research design can be grouped into three categories exploratory

research, descriptive research and casual research.



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1. Exploratory research:-

An exploratory research focuses on the discovery of ideas and is

generally based on secondary data.

2. Descriptive Research: -

The descriptive research is generally conducted where the research

wants to know some characteristics of the population e.g. age, sex, income,

satisfaction etc. In contrast to exploratory studies, descriptive studies are well

structured. It may be based on the secondary data or the primary data. I have uses

descriptive research in my project.

3. Casual Research; -

This research is undertaken when the researcher want to investigate

cause and effect relationship between two or more variable.

This research design is useful when the researcher intended to know

the certain characteristics of the population

3. Selection of Sources of Data

1. Primary Data:

Primary data are those data which are first time gathered by the researcher or

by someone else especially for the purpose of study, are known as primary data. I have

selected to collect data from primary sources i.e. directly from the respondents or

the owners of the Honda bike because my sample size is limited and moreover my

project work is restricted boundaries of this Surat, city. So the respondents are located


Descriptive Research

Cross sectional study Longitudinal Study

Field (Census Study) Survey Method


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in the same City. Therefore it would be more beneficially to collect information

through primary sources. I collect primary data by using questionnaire tool.

.

2. Secondary Data:

Any data that have been gathered earlier for some other purpose are

known as secondary data in the hands of the marketing researcher. In compare those

data that are collected at first hand either by the researcher or by someone else

especially for the purpose of study are known as primary data. Thus, primary data

collected by one person may become the secondary data. I also use some secondary

data from the company website which I mention in bibliography.

4. Designing data collection techniques

There are various ways to collect data and in each technique there are several

questions which are to be answered.

Observation forms, questionnaires and experiment journals are

some examples of data collection tools.

My research, I have uses "questionnaire" as the data

collection instrument.

5. Sampling decision

After deciding the research approach and the instrument, the researcher must

design a sampling plan.

1. Sampling Unit: -

For my research, the sampling unit is the effectiveness of advertisement

on buying of Honda stunner in Surat city.

2. Sampling frame:-

This means to choose a database from which information can be

collected. Here the customers of Ganga automobiles are considered as

sampling frame.

3. Sample Size:-



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Sample size: Sample size mean howmany respondents you want for

research. I take 119 sample sizes but 19 respondents I found bias; Thais why I

consider 100 sample sizes.

4. Sampling Procedure :

I have select for collection of primary data by use the simple random

sampling method.

6) Editing, tabulation & analysis

In my research I have uses the bar graphs & pie charts and tables showing

percentage of total sample population and their views regarding each question in

questionnaire...

7) Preparing Research Report

After the tabulation & interpretation and analysis, a research report is to be

prepared. Considering the findings of the research study and recommendations. It

also includes objectives & limitations of research and various conclusions and

limitations.

Research Instrument

The questionnaire contain three types of questions

Open-ended Questions : It is helpful in knowing what is uppermost in the mind of the

respondent. It gives complete freedom to the respondent.

Dichotomous Questions: It has only two answers in the form 'Yes' or 'No', 'True' or'False', 'Use' or 'Do not use'. So the respondent does not feel boaring during the

interview.

Multiple-Choice questions: In this, the respondent is offered two or more choice.



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I have collected information and from that information table and a chart

are prepared.

1. Area Wise Respondents.

Table view:-

Area of Surat city Percent (%)

North Area (38) 31.92%South Area (38) 32.33%East Area (20) 16.52%West Ares (23) 19.23%

Chart view:-



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Area wise Respondent

North Area

South Area

East Area

West Ares


Interpretation: - Here, it is clear seen that, I cover maximum area of Surat city

for research purpose of EFFECET OF ADVERTISING ON BUYING OF HONDA

STUNNER IN SURAT CITY. From the data, show that Katargam, City light, and

Punagam are major area at where maximum stunner bikes are using, and area wise

north and south area are major at where maximum stunner bikes are using. I Cover 27

area of Surat city, and I distributes them in area wise.

2. Age wise respondents.

Table view:-

Age Per (%)

17 to 22 26.89% (32)23 to 26 33.61% (40)



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Family income wise respondent

5000 to 7000

7001 to 10000

10001 to 15000

15001 to 20000More Th. 20000


Chart view:-

Interpretation: - Here we can see that whose family income more than 20000,

that family uses maximum stunner bikes, and whose family income lower than 7000,

that family not uses stunner bike, so company need to more focus on price of the

product.From the above chart we can say that middle level income family attract from

the Honda stunner advertisement than the lower income family group.Higher family

income group want sporty look bike and Honda stunner fulfill the need thats why

maximum stunner bike user from the higher income family.After showing the chart I

found that Higher income family group and lower income family group are the

target market for the company.

4. Occupation wise respondents

Table view:-



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Occupation wise respond

Self employm e

18%

Factory work

24%

Profession

9%

Teache

4%

Studen

36%

Othe

9%

Self employment Factory worker Professional Teacher Student Other


Occupation Percent (%)

Self employment 17.65% (21)

Factory worker 24.37% (29)

Professional 9.24% (11)

Teacher 4.2% (5)Student 35.29% (42)

Other 9.24% (11)

Chart view:-



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Interpretation: - From the above chart, I have divided occupation in 6 part.

Here, clearly seen that student and factory worker uses maximum bike than the other

occupational group, student uses stunner bike because of the style of the bike. Here

teacher group is less consuming stunner bike than the other group, because they wantsimple bike not styling bike, thats why teacher group using less than the students.

And yes, Self employers also using a lot at 18%. So, after watching chart I found that

Self employer, Students and Factory worker are target market for the company.

5. Education wise respondents.

Table view:-

Education Percent (%)

S.S.C. 6.72% (8)

H.S.C. 22.69% (27)

Graduate 36.97% (44)

P. Graduate 18.49% (22)

Other 15.13% (18)

Chart view:-



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Education wise responde

6.72

22.69

36.97

18.49

15.13

S.S.C.

H.S.C.

Graduate

P. Graduate

Other

Education

Percentage (

Percent(%


Interpretation: - Here, clearly visible that graduate people using maximum

stunner bike than the other group, so we can say that student segment is big segment

for company for stunner bike, and Post graduate people also more consuming stunner

bike. And other group option includes who is not study more than 10th standard. And

yes this segment people also attract from stunner bike, so we can say that all groups

using stunner bike approximate similar.

Q-1. Have you seen the advertisement of the various 2 wheeler of

Honda?

Table view:-

Response Percent (%)

Yes 84.03 (100)

No 15.97 (19)



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Have you seen the advertisement of the various 2 wheeler of

84%

16%

Yes

No


Chart view:-

Interpretation: - Here clear seen that, 84.03% respondents have seen the

advertisement and 15.97% respondents not seen the any single advertisement of

Honda 2 wheeler. I found that maximum number of student seen the advertisement,

and factory workers and self employee less seen the advertisement, they were

purchased bike after gotten review of friend or relatives etc, it means customers are

satisfied with the bike. 84.03% ratio present that maximum respondents impress from

the advertisements. If we go with the age wise respondents, I found that 17 to 26

years old respondents see maximum advertisements by television and 27 to more

than 31 years old respondents see advertisements by magazine and newspapers. So,we can say that television, magazine and newspapers are big media channels for

company for advertising.

Q-2. Of which of the following advertisement of Honda 2 wheeler are

you aware of?

Table view:-



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Of which of the following advertisement of Honda 2 wheeler a

aware of

100

20

8

45

27

16 16

0

20

40

60

80

100

120

Stunner Unicorn Dio Activa Shine Aviator All

Bike mode

Response

Stunne

Unicorn

Dio

Activa

Shine

Aviator

All


Bike Response

Stunner 100

Unicorn 20

Dio 8

Activa 45Shine 27

Aviator 16

All 16

Chart view:-

Interpretation: - Here, clearly seen that maximum respondents are aware from

the stunner bike advertisements, from the above chart, I found that maximum number

of customers purchased the bike after seen the advertisement. Here we can also seethat respondents also aware from the other bikes advertisements, look at that Activa

bike column 45 respondents aware from the Activa Bike advertisement, it mean

maximum number of respondents purchased bike after seen the advertisements. So we

can say that advertisements play very vital role in company selling. If we talk about

age wise respondents than 17 to 22 years old respondents seen maximum

advertisements than the other age group respondents.



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3. Of which of the following advertisement of Honda 2 wheeler influ

you the most

62%11%

2%

11%

9%

2%

3%

Stunner

Unicorn

Dio

Activa

Shine

Aviator

All


3. Of which of the following advertisement of Honda 2 wheeler

influence you the most?

Table view:-

Chart view: -

S.V.Patel college of computer science and business management.

Bike Percent (%)

Stunner 62

Unicorn 11

Dio 2

Activa 11

Shine 9

Aviator 2

All 3

33


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Interpretation: - Here we clearly seen that most of respondents influence from

the stunner and Activa, here 62% respondents influence from the Honda stunner due

to its style or look, here we also find that many people also prefer Activa, because its

using by all age people. Here, clearly seen that out of 100 users of stunner bike 62respondents are influences, so we can say that 38 respondents like other

advertisement, but respondents bought stunner bike not because of advertisement only

but also they like bike. In todays generation younger people not only see the

advertisements but also they see the product features, so wrong advertisements not

enough to attract younger generation, company have to show their ability. From the

above chart we can say that out of 100 respondents 32 respondents purchased the bike

without influencing from the advertisements because of product attractiveness, so that

is the real impact of product features as well as advertisements.

4. What did you like in Honda stunner advertisement?

Table view: -

Characteristics Percent (%)

Concept 20

Style 37

Bike 38

Actor 0

Actress 0

Sound 0

Dialog 0

Acting 0

All 5

Chart view: -



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What did you like in Honda stunner advertise

20

37

38

0 0 0 0 0

5

0

5

10

15

20

25

30

35

40

Concept Style Bike Actor Actress Sound Dialog Acting All

Characteristic

Percent(%)

Concep

Style

Bike

Actor

Actress

Sound

Dialog

Acting

Al l


Interpretation: - By seeing the chart, clearly find that people like a lot Bike,

style; and concept, of the advertisement, its mean company need to make more

attractive advertisement. Majority people see actor and actress in advertising rather

than product, but here company not uses any celebrities. Companies not using any

celebrities for advertising then also stunner bike sales are very high. From the above

chart, see that 38% and 37% respondents attract from the Overall Bike and Style.

Majority students like style of the bike or look of the bike and maximum self

employees and professional like entire bike features.

5. Through which medium of advertisement are you getting the most

of the information?

Table view:-



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Percent(%)

6

42

0

21 20

11

00

5

10

15

20

25

30

35

40

45

Newspaper Internet Radio Magazine Television Banner Other

Newspaper

Internet

Radio

Magazine

Television

Banner

Other


Chart view:-

Interpretation: - From the above chart seen that most of the people getting the

information from the Internet, magazine, and television. Its mean many educated


Medium of advertisement Percent (%)

Newspaper 6

Internet 42

Radio 0Magazine 21

Television 20

Banner 11

Other 0

36


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Do this advertisement appeal you to buy Honda stunn

,Yes, very muc

65

,Ok, somewha

35

No, not at all, 0

Yes, very much

Ok, somewhat

No, not at all

No, not at all

Ok, somewhat

Yes, very much


people nowadays using internet and magazine for getting the information, and here

company not give lot more advertisement in newspaper and radio, this is not good.

From the chart no.4, students and professional are maximum user, they are mostly

using internet for faster getting knowledge, so we can say that internet and television

are the most popular channel for advertising.

6. Do this advertisement appeal you to buy Honda stunner?

Table view:-

Chart view: -


Appeals Percent (%)

Yes, very much 65

Ok, somewhat 35

No, not at all 0

37


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Do the advertisement of Honda stunner clearly meet up to

expectation

61

31

8

Yes, very much

neutral

No, not at all

Expectation

Percent (%

Percent(%)


Interpretation: - Here, we clearly seen that 65% respondents are ready for

buying new Honda stunner, where 35% respondents are not clear to buy again Honda

stunner after seen the advertisement.

7. Do the advertisement of Honda stunner clearly meet up to your

expectation?

Table view:-

Chart view:-


Expectation Percent (%)

Yes, very much 61neutral 31

No, not at all 8

38


39/60


Interpretation: - Here from the given graph it is clearly visible that the 61%

consumer satisfied with the bike, and 31% give response neutral, and 8% consumer

not like bike as per advertisement, its mean that company performing well according

to name. 8% respondents not like bike because many teachers want good mileage butstunner bike mileage is good not so much good thats why teachers group not satisfied

and maximum teachers give response in 8%. In neutral response many respondents

are factory workers, they want mileage at 60 around which is not in stunner, thats

why they are satisfied but not with mileage. In yes, very much response, maximum

respondents are students and self employees, they want style in bike which provide

good personality to students and self employees, which is in Stunner bike, thats why

they are very much satisfied.

8. Have you bought any other Honda 2 wheeler being influenced by

its advertisement?

Table view: -

Chart view: -



Yes 23

No 77

39


40/60

Have you bought any other Honda 2 wheeler being influenced by

advertisement

Yes

No


Interpretation: - Though Honda is not advertising much. But still the people

prefer to go to buy Honda vehicle. Nearly 23%f the people is purchasing their vehicle

by influencing the advertisement.No doubt, middle level and lower level income

people can not afford two bike, but yes higher level people can afford, so I found thatconsumer who are coming in higher level income class they bought another bike of

Honda. So we can say that advertisement really impact positive in peoples mind.

9. Do you think that Honda Stunner if endorsed by celebrities can

have added advantage on influencing the customer?

Table view: -



Definitely Yes 45

May be 44

Definitely no 11

40


41/60

Do you think that Honda S tunner if endorsed by celebrities ca

added advantage on influencing the customer

May b

44%

Definitely n

11%

Definitely Ye

45%


Chart view: -

Interpretation: - Here the statistics suggest that a celebrity endorsing the product

will be definitely an effective tool so as to enhance more and more sales of the Honda

Stunner. It can be clearly seen that maximum number of respondents aggress that a

celebrity endorsing the product will definitely add an advantage to the sales of Honda

Stunner. If we talk about third generation than they will definitely attract from the

advertising which done by celebrities, For example: - Pepsi nowadays doing lot more

advertising regarding world cup, pepsi company uses many star for promoting

products like Sehwag, Harbhajan Singh, Peterson, Dhoni etc, these impact definitely

happened. So we can say that celebrities can add advantage on influencing the

customer.



42/60

0

5

10

15

20

2530

35

40

45

50

Pe rcent (

The P roduc tA devert is em ent B ot h N on e

Particula

Wh at attract you mo re? The produ ct being ad vertised o r t

Percent(%


10. What attract you more? The product being advertised or the

product.

Table view: -

Chart view: -


Particulars Percent (%)

The Product 27

Advertisement 17

Both 49

None 7

42


43/60


Interpretation: - Here the above-mentioned graph clearly indicates that many

customers like both advertisement and product, only 7% customer not like

advertisement and product. Nowadays consumers are very intelligent, they are not

looking only advertisement but they are also looking product also, but customers aresatisfied with the both, so company need to continue it. If we go with the 17 to 22

years old age group they are mostly like both product and advertisement, if we go

with the professional teachers then they response in mix like some like both but

some respondents like only advertisements or products. So we can say that mix review

got, age wise reviews are different.

11. Would you recommend your friend to buy a Honda stunner after

watching its advertisement?

Table view: -

Chart view: -


Recommend Percent (%)Yes 42

May be 52

No, not at all 6

43


44/60

Would you recommend your friend to buy a Honda stunner

watching its advertisement

Yes42%

May be

52%

No, not at al

6%

Yes

May be

No, not at al


Interpretation: - From the graph we can clearly see that there are average

chances that the respondents will recommend their friends to buy a Honda Stunner

after watching its advertisement but the number of respondents who wont at all

recommend their friends to buy Honda stunner because of may be customer not

satisfied with the bike or advertisement. Many time happen that people actually like

something but not comfortable to tell his/her friend for buy, so we can say that out of

52 respondents who said may be, many are not comfortable to give answer yes.



45/60


12. Where will advertisement attract you more and you can easily see

the advertisement.

Table view:-

Chart view: -


Easy to see Percent (%)

Mall 25

Char Rasta 29Multiplex 24

School & colleges 19

Other 3

45


46/60

Where will advertisement attract you more and you can easily se

advertisement

25%

29%

24%

19%

3%

Mall

Char rasta

Multiplex

School & college

Other


Interpretation: - The best way to attract people is to advertise at mall. Because

now a days most often people goes to mall to purchase anything where they can see

the advertisement. Other than mall, multiplex is the second best place for

advertisement and char Rasta is also best place for advertising because many timepeople see everywhere when traffic is stop. If company selling bike product than the

colleges is also best option, because many stunner bike users are college students, so

not bed deal. If we go with the different occupation wise respondents then

professionals like advertisements in Mall and Colleges,

If we talk about factory workers then they like advertisements at Char Rasta, if we talk

about self employees then also same Char Rasta. So, Char Rasta and mall or multiplex

are best options.



47/60


Cross Tabs

Q-A] What consumer like in Honda Stunner Advertisement?

Table view: -


Age &

Particulars concept style bike

acto

r actress sound dialog acting all

17 - 22 4 10 14 0 0 0 0 0 1

23 - 26 9 11 10 0 0 0 0 0 1

17 - 31 3 8 7 0 0 0 0 0 1

mo - 31 4 8 7 0 0 0 0 0 2

47


48/60

Cross tab

0

2

4

6

8

10

12

14

16

concept style bike actor actress sound dialog acting all

Particular

Scale

17 - 22

23 - 26

17 - 31

mo - 31


Chart View: -

Interpretation: - From the chart, Four part of the age group, from them many of

the respondents 37% like Style, 28% like Bike and 20 % respondents like

Concept of the stunner bike advertisements. So clearly, I found that most of the

information likes complete product and advertisements, from the above chart we cansay that 23 26 years old consumer very impressed from the both product as well as

advertisements.

Q-B] through which medium of advertisements consumer getting the

most of the information?

Table view: -

Occupation V/S

M.O.Adv. Newspaper Internet Radio Magazine Television Banner Other

S.employment 1 6 0 8 4 4 0

Factory worker 1 5 0 2 9 5 0

Professional 0 7 0 2 0 0 0

Teacher 1 2 0 0 1 0 0

Student 2 20 0 8 4 2 0



49/60

Cross tabs

0

5

10

15

20

25

30

35

40

45

News

pape

r

Interne

t

Radio

Mag

azine

Telev

ision

Bann

er

Othe

r

Particulars

Scale

Other

Student

Teacher

Professional

Factory worker

Self employement


Other 1 2 0 1 2 0 0

Chart View: -

Interpretation: - From the chart, Students is the major user of the stunner bike at

36%, out of 36%; 20% students uses internet for getting the information. So we can

say that internet is the very popular channel for advertising for students group. Not

only internet but also magazine, television and banner are very important channel

for advertising. Very few respondents got information from the newspaper, its mean

company not giving many advertise in newspaper.

Q-C] Where will advertisement attract consumers more and they can

easily see the advertisements?

Table View: -

Age /

Particulars Mall

Char

Rasta

Multiple

x

School &

colleges Other

17 - 22 9 7 5 7 0

23 - 26 9 7 7 7 1

17 - 31 2 7 7 3 0

mo - 31 5 8 5 2 2



50/60

Cross tabs

0

1

2

3

4

5

6

7

8

9

10

Mall Char rasta Multiplex Sch & colleges Other

Paticulars

Scale

17 - 22

23 - 26

17 - 31

mo - 31


Chart view: -

Interpretation: - From the above table and chart, I ask one question that where

will advertisement attract consumer most? And I got the answer mostly that mall,

char Rasta; multiplex etc. it mean many people can see advertisement very easily at

mall, multiplex and colleges. Mostly respondents give answer char Rasta becausethis is the place at where people can easily see advertisements when they riding bike.



51/60




52/60


Findings

According to my study 84% respondents are aware from the Hondas various 2

wheelers advertisements.

The study show that 100% respondents aware from the Honda stunners

advertisements, at another many respondents aware from the other bikes

advertisements also.

Most of respondents like Bikes style and features in advertisements.

Most of the respondents got the product knowledge from the internet (42%)

and magazine (21%).

61% respondents very much satisfied from the product as well as

advertisements.

Because of advertising, 23% respondents have another two wheeler of Honda,

its mean advertisements play a very important role.

The graph indicates that 42% of the respondents have recommended other

people for purchasing Honda vehicle, and 52% respondents are not sure.



53/60


The study indicates that 49% of the consumer purchased their Honda Stunner

by attracting from its product and advertisement, and 27% consumer purchased

bike because of product attractiveness.

Suggestion

1. During the survey many respondents had their view points that why not a

celebrity is uses for endorsing the Honda Stunner bike? It has turned out to be

a pretty interesting question and yes, if a celebrity does endorse the Honda

stunner it might just turn out to be wonder for the company as in India a

celebrity endorsing a product is always considered as a means of influencing

and pulling customers to the market.

2. Also, as far as the survey indicates, timely and regular advertising on television

can also help the company make a good impact on the customers. And many of

the respondents even suggested that why doesnt Honda sponsor a game show

or a program on the television so as to make a good mark on the customers?

3. Mostly 70% of the customer suggests bringing more vehicles with a maximumc.c at a lower cost. So that every one can afford to purchase the vehicle.

4. Some of the customers are suggested to provide more extra accessories with

the Stunner without costing anything. Providing extra accessories with Stunner

directly boost up the sales of the company.



54/60


Conclusion

During my training I found that this company is in a strong position. This

company has a good management. The relation between workers and employees are

good. There is good co-ordination and confidence in the company. The company

management aim to provide good facility to customer. I am sure that companies

achieve its goal in short time.

And respondents of Honda stunner are very satisfied and advertisement played

very big role in terms of buying of bike, Honda company not give so much

advertisements in television but advertisement in newspaper, magazine played very

important role.

Maximum number of respondents get the information from the internet

specially students and professionals, student segment is the big segment for the

company for stunner bike and I also found that people very much attractive from the

mall and multiplex and these both places are also good for banner advertisements.



55/60




56/60


Reference Books:-

Philip Kotler, Marketing Management, the Millennium Edition, Prentice

Hall of India Private Ltd., New Delhi-2000.

Reference Website:-

WWW.HONDA2WHEELERSINDIA.COM

WWW.MOTOSINDIA.COM

WWW.INDIABIKES.COM



57/60


Dear Sir,

I am conducting the study of EFFECT OF ADVERTISMENT ON

BUYING OF HONDA STUNNER WITH REFERENCE TO SURAT CITY, I

thank to you if you give me response accurately and efficiently the below question

which is related with my survey. Your personal information will be kept confidential.

I am thanking to you for sparing your valuable time and co-operation in filling

this questionnaire.

Thank you, Your sincerely,

Vivek Aghera

Name ____________________________________________

Area ____________________________________________

Age : - [ ] 17 year-22 year [ ] 23 year-26 year

[ ] 27 year- 31 year [ ] More than 31 year

Occupation : - [ ] Self employment [ ] Factory worker

[ ] Professional [ ] Teacher

[ ] Student [ ] Other



58/60


Education ___________________________________________

Family income : - [ ] 5000 7000 rs [ ] 7001 10000 rs

(Monthly) [ ] 10001 15000 rs [ ] 15001 20000 rs

[ ] More than 20000 rs

1. Have you seen the advertisement of the various 2 wheeler of Honda?

[ ] Yes [ ] No

2. Of which of the following advertisement of Honda 2 wheeler are youaware of.

[ ] Stunner [ ] Unicorn [ ] Dio[ ] Activa [ ] Shine [ ] Aviator [ ] All

3. Of which of the following advertisement of Honda 2 wheeler influence

you the most.

[ ] Stunner [ ] Unicorn [ ] Dio[ ] Activa [ ] Shine [ ] Aviator [ ] All

4. What did you like in Honda stunner advertisement?

[ ] Concept [ ] Style [ ] Bike[ ] Actor [ ] Actress [ ] Sound[ ] Dialog [ ] Acting [ ] All

5. Through which medium of advertisement are you getting the most ofthe information?

[ ] Newspaper [ ] Internet [ ] Radio

[ ] Magazine [ ] Television [ ] Banner [ ] Other (please specify) ___________________



59/60


6. Do these advertisements appeal you to buy Honda stunner?

[ ] Yes, very much [ ] Ok, somewhat [ ] No, not at all

7. Do the advertisement of Honda stunner clearly meet up to yourexpectation? (i.e., budget, performance, maintenance)

[ ] Definitely, yes [ ] Neutral [ ] No, not at all

8. Have you bought any other Honda 2 wheeler being influenced by itsadvertisement?

(Bike name)[ ] Yes, _______________ [ ] No, _______________

9. Do you think that Honda stunner if endorsed by celebrities can haveadded advantage on influencing the customer?

[ ] Definitely yes [ ] May be [ ] Definitely not

10. What attract you more? The product being advertised or the product.

[ ] The product [ ] Advertisement[ ] both [ ] none

11. Would you recommend your friend to buy a Honda stunner afterwatching its advertisement?

[ ] Definitely yes [ ] May be[ ] No, not at all

12. Where will advertisement attract you more and you can easily see theadvertisement?

[ ] Mall [ ] Char Rasta



60/60


[ ] Multiplex [ ] school & colleges[ ] Other (please specify) ____________________________

Documents

1.Effect of Advertising on Buying of Honda Stunner