56059588 Honda Siel Marketing Project

A

SUMMER TRAINING REPORT

ON

Sales & Marketing of Honda Seil Cars in

Prime Honda (Capital Cars Pvt. Ltd.)

SUBMITTED TO

MR. RAVI BHASIN

SUBMITTED BY

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

AMITY SCHOOL OF BUSINESS

Amity universty, Noida (U.P.)

1

ACKNOWLEDGEMENT

I proudly present my project on Sales & Marketing of Honda Seil Cars in

Prime Honda (Capital Cars Pvt. Ltd.)

I sincerely hope that I have done Justice and the best support and guidance

under submission of this summer training project and bought the knowledge

imparted by MR. RAVI BHASIN, Faculty Guide, AMITY UNIVERSITY, NOIDA

to the best use.

I take this opportunity to thank Prof ALKA MUNJAL for the knowledge and

Guidance She has continually provided me with.

2

Contents

3

CONTENTS

1. INTRODUCTION

Capital Cars Pvt. Ltd

2. INDEX (PROFILE, ISO AND AWARDS)

Profile.

Iso Certifications

Achievements.

3. SELLING SKILLS .

4. PRODUCT SPECIFICATION:

Honda Accord

Honda CRV

Honda City

Honda Civic

5. ACCESSORIES.

6. FACTORS AFFECTING PURCHASE., FREQUENCY OF PURCHASE,

PURCHASE DECISION, USE FINANCE SCHEMES, SATISFACTION

WITH PRESENT CAR, HONDA’S ATTRIBUTES.

7. FINANCE.

8. INSURANCE.

9. TRADE –IN (USED CARS)

10. RECOMMENDATIONS & SUGGESTIONS

11. LIMITATIONS OF STUDY.

12. APPENDIX – QUESTIONNAIRE.

13. CONTACT DETAILS.

4

Introductio

n

5

INTRODUCTION

In a world of seemingly endless decision making, it is nice to know that some

decisions are easy to make.

Like knowing the car that you think is best for you and your family - Honda

Like knowing the Honda Exclusive Authorised Dealership that's just right for

you - Prime Honda

If you take a closer look, you'll discover that Prime Honda turns out be your

best decision for purchasing and servicing your Honda Cars.

6

C ompany P rofile

7

COMPANY PROFILE

A joint venture undertaking between ITOCHU Corporation of Japan and

Ansal Housing and Construction Co. Ltd. in India.

First amongst Honda Car dealerships to obtain ISO 9002 certification,

within the very first year of operations.

Board of Directors comprise of successful and experienced

professionals with International exposure and experience.

ITOCHU Corporation brings with it experience of operating Automobile

Dealerships in three Continents.

Equity base of Rs.120 million.

Company Bankers: Standard Chartered Bank, ICICI Bank Ltd.

Company Auditors : SAHNI NATRAJAN & BAHL.

Facilities conveniently located at Ansal Plaza Vaishali on ownership

with ample parking.

Over Rs.12 million worth of state of the art equipment.

Professionally managed operations.

8

Personnel trained at Honda International Technical and Education

Centre.

Regular in-house training programmes.

Sales, Service and Spare Parts facilities under one roof.

Customer focused outlook.

9

ISO: CERTIFICATION COMPANY

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

Environment Management System.

As recognition to our devotion to providing consistent quality service, we

were certified ISO 9002 Compliant within the first year of operation in 1998

and were upgraded to ISO 9001-2000 in January 2003. Our commitment to

protect the environment was recognized and we received ISO 14001

certification in the year 2000. Thus assured of quality services from Prime

Honda, we seek you support in preserving environment.

QUALITY & SERVICES

Capital Cars Pvt. Ltd., selling and servicing automobiles, are committed to

upholding the founder CEO's vision of continually improving its operations

by:

Optimization of all resources through improved operations

and customised maintenance

Striving for customer satisfaction & customer delight

Developing human resources

Ensuring a clean, safe and healthy environment to all its associates

and compliance to legal and other requirements and prevention of

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pollution

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

OHSAS 18001:1999

C.K. ThampyChief Executive Officer

(12th August 2005)

We will contribute to create a better, safer and more convenient society by

means of proposing a new mobile life and providing a superior updated

world class quality service.

H. IshidaChief Executive Officer

(1998-2000)

GUIDING PRINCIPLES

To ensure that customer delight is the principal focus of all our actions.

To provide a working environment to all associates conducive to improved

productivity and general well being.

To ensure all actions always stand up to ethics of high standards.

To ensure that both productivity and services offered meet with quality

norms adopted by us.

11

To be proud member of the society by always contributing more than what

we take.

C. K. Thampy

(1997-2006)

OUR PHILOSOPHY

Improve productivity by providing a non-polluted, hazard free environment

to achieve integrated workflow, eliminating unnecessary layers of work

and avoiding waste.

Quality improvement by constant endeavor to do better and encourage

self imposed quality checks.

Periodic training & managerial development programs with a view to

update knowledge and skills, form healthy attitudes to such crucial

matters as customer service, productivity, quality and skill levels and

thereby achieve increased levels of commitment to the organisation, its

values and goals.

Respect for the individual by way of encouraging openness and

approachability at all levels, providing for open discussions and

participation in decision-making process.

Clarity of the individual role by providing clear and written job descriptions

along with key result areas.

12

Encourage assumption of responsibility and have a transparent

promotional reward policy along with adequate feedback on performance.

Promote a democratic, but task -oriented atmosphere encouraging a

cohesive team with a view to ensuring warmth and good fellowship

between all associates of the company and to foster a sense of belonging.

C. K. Thampy

(1997-2006)

CORPORATE MISSION STATEMENT

We will contribute to create a better, safer and more convenient society by

means of proposing a new mobile life and providing a superior updated world

class quality service.

H. IshidaChief Executive Officer

(1998-2000)

13

Scope of Study

14

SCOPE OF STUDY

To ensure that customer delight is the principal focus of all our actions.

To provide a working environment to all associates conducive to improved

productivity and general well being.

To ensure all actions always stand up to ethics of high standards.

To ensure that both productivity and services offered meet with quality

norms adopted by us.

To be proud member of the society by always contributing more than what

we take.

15

ORGANIZATIONAL PHILOSOPHY

Improve productivity by providing a non-polluted, hazard free environment to

achieve integrated workflow, eliminating unnecessary layers of work and

avoiding waste.

Quality improvement by constant endeavor to do better and encourage self

imposed quality checks.

Periodic training & managerial development programs with a view to update

knowledge and skills, form healthy attitudes to such crucial matters as

customer service, productivity, quality and skill levels and thereby achieve

increased levels of commitment to the organisation, its values and goals.

Respect for the individual by way of encouraging openness and

approachability at all levels, providing for open discussions and participation

in decision-making process.

Clarity of the individual role by providing clear and written job descriptions

along with key result areas.

Encourage assumption of responsibility and have a transparent promotional

reward policy along with adequate feedback on performance.

16

Promote a democratic, but task -oriented atmosphere encouraging a

cohesive team with a view to ensuring warmth and good fellowship between

all associates of the company and to foster a sense of belonging

ACHIEVEMENTS

NATIONAL SERVICE ADVISOR CONTEST (2003-2004)

1st position all INDIA Mr. Hement Nautiyal

1st runner-up all INDIA Mr. Akshay Malhotra

NATIONAL BODY & PAINT TECHNICIAN CONTEST

1st runner-up all INDIA

(2003)Mr. Kaushal Kishore

First Prize Winner (2006) Mr. Naveen Rathod

Cash Prize - 10,000

First Runner-up,Second

Prize winnerMr. Umesh Kumar

Cash Prize - 7,500

NATIONAL SERVICE ADVISOR CONTEST

(2001-2002)

1st position all

INDIAMr. Vinod Kumar

Baradwaj

17

3rd position all

INDIAMr. Hement Nautiyal

5th position all

INDIAMr. Vikas Baradwaj

PARTS PERSONAL CONTEST (2001-2002)

Parts Manager Mr. Divakar Menon adjudged First Runner-up, All India

PARTS PERSONAL CONTEST (2002-2003)

Mr. Aji Kumar adjudged for First Runner-up, All India

NATIONAL SERVICE TECHNICIAN CONTEST

1st position all

INDIAMr. Madan Singh

Negi1999-2000

1st runner-up all

INDIAMr. Sonelal Pandit 2002-2003

18

Literature Review

19

20

LITERATURE REVIEW

In this session, participants will explore the basics of selling

necessary to become successful in an automotive sales career.

Using interactive exercises, this practical "How-to" workshop is

designed to enable salespeople to increase their skill level.

Attendees will discover the correct techniques to use when

overcoming objections, to employ non-confrontational selling

principles, and how to influence others in a positive way.

Participants will also learn how to:

Greet prospects professionally

Qualify prospects quickly

Vehicle presentation

Insure a demonstration drive

Use trial closes

Write up the sale/lease

Closing techniques

21

VISION

This training session is designed to teach salespeople to learn

to sell cars and the importance of building relationships for

networking, referrals, and repeats. Using exercises and

methods taken from Patrick Davis’ bestselling book Selling

Cars: The Handbook of the Professional, participants will

explore several innovative ways to develop relationships that

last. In addition, they will discover the step-by-step process that

successful people in sales use in relationship building.

Attendees will also learn:

To develop a personal plan

Determine different personalities

How to influence others

Leading-edge communication skills

How to build a profit network

To understand themselves

22

23

R esearch M ethodology

24

RESEARCH OBJECTIVES

The objectives of research are:

To survey the consumer buying behavior amongst the premium car

buyers,

To find out the potential customer of Honda cars,

To find out Honda’s position in the Indian market, as compared to its

rivals.

1. Target Segment:

People who own one or more cars of any premium brand.

2. The sample size is 50 respondents in the area of South Delhi.

3. The study was conducted by the questionnaire method in the period of 1st of

April to the 18th April, 2007.

25

RESEARCH METHODOLOGY

The purpose of any research is to discover answers to questions through the

application of scientific procedures. The main aim of the research is to find

out the truth, which is hidden and has not been discovered as yet.

Research Methodology is a way to systematically solve the research problem.

It may be understood as the science of studying, how the research is carried

out scientifically. In it, we study the various steps that are generally adopted

by a researcher in studying his research problems, along with the logic

behind them.

Thus, when we talk of Research methodology ,we talk no only of the research

methods, but we also consider the logic behind the methods we use in the

context of our research study and explain why we are using a certain method

or a technique, and why we are not using the others, so that research results

are capable of being evaluated wither by the researcher himself or by others.

The Problem Definition, the Research Objective, the Research Design, the

Sampling Techniques, the formulation of the Hypothesis, the method of Data

Collection , the Analysis of the collected data, and, the Interpretation and the

Report constitute the Research Methodology.

26

I have, in the earlier chapters of my report, specified the problem and the

objectives of my research. The subsequent chapters will define the Research

design, the sampling technique, the hypothesis, the analysis and the

interpretations.

Let us take a look at the Research Design in the next chapter.

27

RESEARCH DESIGN

The research design used in this report is Descriptive Research.

Descriptive Research studies are those studies which are concerned with

describing the characteristics of a particular individual or group.

In this type of a study a comparative study is made, throwing light on all the

attributes of the Research methodology, as discussed in the past chapters.

However, it must ensure the minimization of reliability of the evidence

collected , the said design can be appropriately referred to as a Survey

design, since it takes into account, all the steps involved in a survey,

concerning a phenomenon to be studied.

THE SAMPLING TECHNIQUE

The type of sampling used in this report is Cluster Sampling.

Certain categories of units are concentrated in certain areas. The cluster

sampling technique, is relatively easy device to select ample units, on the

premise that units belonging to one category exist at a specified location. It is

presumed that units belonging to one category exist at a specified location. It

homogeneous group. Thus, by applying sample principles of random

sampling, the sample units can be selected easily, so that they belong to the

desired or specified category.

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SAMPLE SIZE : 50

HYPOTHESIS TESTING

Hypothesis means, an assumption or some supposition, to be proved or

disproved. But for a ,marketing researching ,hypothesis is a formal question,

that he intends to resolve. Thus, a hypothesis may be defined as a

proposition, or a seat of propositions, set forth as an explanation for the

occurrence of some specified group of phenomenon, either asserted merely

as a provisional conjecture to guide some investigation, or accepted as highly

probable, in the light of established facts.

My hypothesis for this report will be:

H0 : Null Hypothesis Honda is the best car in the

premium car segment.

H1 : Alternate Hypothesis Honda is not the best car in the

premium car segment.

29

THE METHOD OF DATA COLLECTION

The Questionnaire Method was used to collect the required data.

The questionnaire was a structured on with both, open and closed ended

questions. A sample copy of the Questionnaire can be found in Appendix

A2.

The scales used.

The scales used were mainly Likert or Summated Type of scales and

Ranking Scales.

This section deals with the Analysis of the respondents’ answers.

Finding from the Customer Study:

The Profile of a typical customer can be defined as follows:

Avg. Age 45 yrs.

Education Post Graduate (50)

Avg. Income 65,000-75,000

Cars Owned (Avg.) 1.44

Frequency of buying a car (Avg.) 2-3 yrs. (26)

Purchase Decision made by Family (38) ; Self (12)

30

Factors Affecting Purchase

Decision

Technical Knowledge (34)

Use of Finance Schemes No (42)

Satisfaction with Present Car Extremely Satisfied (36)

Plans to Buy a Honda Yes (26)

(all analysis is done from a sample

size of 50 respondents.)

The above is a profile of a Typical target Customer.

It has been seen the most customers are of the average age of 45 years.

They are all Post Graduates.

They are all either Company Executives (20); or Businessmen (22); 14 of

them were self-employed.

Most of the respondents were hesitant to divulge their monthly income,

but did no only when categorically told that this survey was only for a

college project, and that their responses would be kept confidential.

Most of the respondents had at least 2 cars. In most cases, one of the cars

were of the lower segment and did not concern our study. The cars the

respondents owned were:

31

PREMIUM SEGMENT CARS

HONDA

OPEL

LANCER

FORD

ESTEEM

BALENO

NON PREMIUM SEGMENT CARS

Maruti Zen, 800

Fiat Uno

Fiat

Ambassador

The Frequency of buying a car amongst the average respondents was

between 2-3 years. (2-6)

The whole family was a part of the purchase decision. (38)

The factor that most affected the purchase decision was mainly Technical

Knowledge, as proved by 34 responses in its favor.

The use of Finance schemes was not made, as about 42 respondents give

“No”, as their answer.

36, our of 50 respondents said that they were satisfied with their present car.

32

Honda, reminded 26 people of all the attributes associated with a good car.

Like, technology, superiority, luxury, status, and of course, price.

About 26 people said that they are planning to purchase of Honda next.

12 people, out of the 24, who said that they were not interest in purchasing a

Honda, because they had better options. The rest of the 12 comprised of

people who said ”can’t say”, or, “haven’t decided”.

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TESTING OF HYPOTHESIS

Testing of Hypothesis, as defined earlier is the proposition, or set of propositions

set forth as an explanation for the occurrence of some specified group of

phenomenon, either asserted merely as a provisional conjecture, to guide some

investigation, or accepted as highly probable, in the light of some established

facts.

The Hypothesis can be placed as the most critical part of any research.

For the Hypothesis testing of my report, I have used The Wilcoxson Rank

Method.

1. Honda,

2. Opel,

3. Mitsubishi Lancer,

4. Ford, and,

5. Maruti Suzuki Baleno.

The figures used in this test are the totals of the highest ranks given by the

respondents, to any of the cars in the attributes of Technology, Efficiency,

Performance, Style and Luxury. This has been done to avoid unintentional bias

towards any particular car.

The Wilcoxon’s Rank Test will follow on the next pages.

34

Products of Honda

35

PRODUCT SPECIFICATION

1. Honda Accord

2. Honda CRV

3. Honda City

4. Honda Civic

Honda Accord:

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

1. Accord 2.4 VTi-L A/T

2. Accord 2.4 VTi-L M/T

36

3. Accord V6 VTEC A/T

Accord 2.4 VTi-L A/T

THE UNBEATABLE ALL NEW ACCORD VTI-L A/T FROM HONDA

Engine - 2,354 cc, water-cooled 4-stroke DOHC, I-VTEC

with programmed fuel injection engine giving an enormous

power of 142 BHP at 5500 rpm and a maximum torque of

20.0 kgm at 4700 rpm.

Steering - rack and pinion, hydraulic power assisted.

Suspension - independent double wishbone with coil spring

and stabilizer suspension in the front & independent 5-link

double wishbone with coil spring and stabilizer in the rear.

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

Transmission - 5-speeds electronically controlled automatic,

one reverse.

Tyres - 205/60 r 16

Turning Radius - 5.5 m.

Safety Features - anti-1.

Exterior Features - Aluminium wheels, printed rear antenna,

body coloured door mirrors with side protectors, door mirrors

with side turn indicators, dual exhaust and rear licensed

garnish in chrome.

37

Interior Features - leather interior, 6 CD changer in dash

with 6 speakers and am/fm stereo, gear shift knob, steering

wheel, front console panel, inner door handles, black out

meter, rear reading lights and door co-operated map light.

Control Features - power windows, door locks and

retractable power door mirrors, driver seat adjustment, tilt

and telescopic steering column system, dual zone automatic

climate control system, audio control on steering wheel,

cruise control, illumination control and variable timing

intermittent windshield wiper with washers.

Convenience features - vanity mirrors on sun visors with

illumination, remote control power windows, front center

armrest, locable fold down rear seat, head lamp beam height

adjustment.

ACCORD 2.4 VTI-L M/T

The Unbeatable all new accord vti-l m/t from honda

Engine - 2,354 cc, water-cooled 4-stroke DOHC, I-VTEC 16

valve in-line engine giving an enormous power of 142bhp at

5500 rpm and a maximum torque of 20 kgm at 4700 rpm.

38

Suspension - independent double wishbone with coil spring

and stabilizer suspension in the front & independent 5-link

double wishbone with coil spring and stabilizer in the rear.

Brakes - front & rear disc brakes with anti-lock braking

system (abs).

Transmission - syncromesh, 5 forward speeds and one

reverse manual transmission.

Tyres - 205/65 r 15, 5 spoke alloys with tubeless tyres.


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

electronic brake force distribution (ebd), front & rear fog

lights, dual stage smart airbag system, keyless entry with

anti-theft alarm, engine check warning, door and trunk ajar

warning, key, seat belt and lighting alarm, whiplash

protection for front seat headrest.

Exterior Features - aluminium 5 spokes alloy wheels, body

coloured door mirrors with electronic retraction mechanism,

side protectors and side step garnish, printed rear antenna,

chrome coloured licensed garnish and body coloured with

chrome side door protection moulding.

Interior Features - leather interior, 6 cd changed in dash

with 6 speakers and am/fm stereo, wood grained with

39

chrome coloured front console pannel, chrome coloured

inner door handles, black odo meter, rear reading lights.

Control Features - power windows, door locks and

retractable power door mirrors, 8-way full power driver seat

adjustment, tilt and telescopic steering column system, dual

zone automatic climate system, audio control on steering

wheel, illumination control and variable timing intermittent

windshield wiper with washers.

Convenience Features - vanity mirrors on sunvisors with

illumination, remote control power windows, front center

armrest, locable fold down rear seat, rear center arm rest

with locable trunk-through access, head lamp beam focus

adjustment.

ACCORD V6 VTEC A/T

The unbeatable all new accord V6 VTEC A/T

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

programmed fuel injection engine giving an enormous power of

221bhp at 6300 rpm and a maximum torque of 28.1 kgm at 5000

rpm.

Steering - rack and pinion, hydraulic power assisted.

40

Suspension - independent double wishbone with coil spring and

stablizer suspension in the front & independent 5-link double

wishbone with coil spring and stablizer in the rear.

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

Transmission - 5-speeds electronically controlled automatic, one

reverse.

Tyres - 205/60 r 16


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

brake force distribution (ebd), traction control system (tcs), dual

stage smart airbag system, front & rear fog lamps, keyless entry

with anti-theft alarm, engine check warning, door and trunk ajar

warning, key, seat belt and lighting alarm.

Exterior Features - Aluminium wheels, printed rear antenna,

body coloured door mirrors with side protectors, door mirrors with

side turn indicators, dual exhaust and rear licensed garnish in

chrome.

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

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

console panel, inner door handles, black out meter, rear reading

lights and door co-operated map light.

41

Control Features - power windows, door locks and retractable

power door mirrors, driver seat adjustment, tilt and telescopic

steering column system, dual zone automatic climate control

system, audio control on steering wheel, cruise control,

illumination control and variable timing intermittent windshield

wiper with washers.

Convenience Features - vanity mirrors on sunvisors with

illumination, remote control power windows, front center armrest,

locable fold down rear seat, head lamp beam height adjustment.

2. HONDA CITY :

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1497cc, 4-Cyl,In-line,16-Val,VTEC, 100 Bhp, 5800 rpm, 13.5

Torque, Disc Brakes with Alloy Wheels,VTEC variant is also

available ABS,Dual SRS Airbags, G-CON and Leather Interior

Honda City :

(a) Honda City VXI

(b) Honda City Gxi

(c) Honda City Zx Vtec

(d) Honda City Zx Gxi - CVT

THE UNBELIEVABLE NEW CITYZX EXI

Engine - 1497, 4-cylinder, in-line, 8-valve, PGM-FI(program fuel injection),

I-DSI giving an enormous power of 77 BHP at 5000 rpm and a maximum

torque of 12.8 at 2700 rpm.

Transmission Type - Synchromesh - 5 forward, 1 reverse

Kerb Weight - 1055

Brake - Servo assisted hydraulic type with ventilated disc in front and

drum brakes at rear.

Suspension - Front-mcpherson strut with stabilizer rear --h-type

torsion beam suspension.

43

Steering - Rack & pinion, electric power assisted and minimum turning

radius 4.9m.

Wheels - Steel wheels.

Tyres - 175 /65 R14 Tubeless and size is 14 x 5 1/2 JJ.

Dimensions(mm) - 4390(l)/ 1695(w) / 1495(h)

Wheelbase(mm) - 2450

Ground Clearance (mm) - 160

Fuel Tank Capacity (LTR) - 42

THE NEW CITY ZX GXI

ENGINE - 1497, 4-Cylinder, In-line, 8-Valve, PGM-FI(Program Fuel

Injection), I-DSI giving an enormous power of 77 BHP at 5000 rpm and

a maximum torque of 12.8 at 2700 rpm.

TRANSMISSION TYPE - Synchromesh - 5 forward, 1 Reverse

KERB WEIGHT - 1060

BRAKE - Servo Assisted Hydraulic Type with Ventilated Disc in Front

and Drum brakes at Rear.

SUSPENSION - FRONT--McPherson Strut with Stabilizer

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REAR --H-Type Torsion Beam Suspension

STEERING - Rack & Pinion, Electric power assisted and minimum

turning radius 4.9m.

WHEELS - Steel Wheels

TYRE - 175 /65 R14 Tubeless and size is 14 x 5 1/2 JJ.

DIMENSIONS(MM) - 4390(L)/ 1695(W) / 1495(H)

WHEELBASE(MM) - 2450

GROUND CLEARENCE(MM) - 160

FUEL TANK CAPACITY(LTR) - 42

45

THE NEW CITY ZX VTEC

ENGINE - 1497, 4-Cylinder, In-line, 16-Valve, PGM-FI(Program Fuel

Injection), VTEC giving an enormous power of 100 BHP at 5800

rpm and a maximum torque of 13.5 at 4800 rpm.

TRANSMISSION TYPE - Synchromesh - 5 forward, 1 Reverse.

KERB WEIGHT - 1065

BRAKE - Servo Assisted Hydraulic Type with Ventilated Disc in Front and

Rear.

SUSPENSION - FRONT--McPherson Strut with Stabilizer REAR --H-Type

Torsion Beam Suspension

STEERING - Rack & Pinion, Electric power assisted and minimum turning

radius 4.9m.

WHEELS - Alloy Wheels






46

HONDA CITY ZX GXI – CVT

ENGINE - 1497, 4-Cylinder, In-line, 8-Valve, PGM-FI(Program Fuel Injection),

I-DSI giving an enormous power of 77 BHP at 5000 rpm and a maximum

torque of 12.8 at 2700 rpm.

TRANSMISSION TYPE - Synchromesh - 5 forward, 1 Reverse

KERB WEIGHT - 1085

BRAKES - Servo Assisted Hydraulic Type with Ventilated Disc in Front

and Drum brakes at Rear.

SUSPENSION - FRONT--McPherson Strut with Stabilizer REAR --H-

Type Torsion Beam Suspension

STEERING - Rack & Pinion, Electric power assisted and minimum

turning radius 4.9m.

WHEELS - Steel Wheels






47

HONDA CRV

2,354cc, 4-stroke,Spark ignition, i-VTEC, 2.4L, Gasoline

4-Cylinder

(a) Honda Crv At

(b) Honda Crv Mt

(A) HONDA CR-V AUTOMATIC TRANSMISSION

ENGINE - 2,354, 4-stroke, Spark ignition, Gasoline, 4 Cylinder,

i-VTEC with PGM- FI (Programmed Fuel Injection) giving an

enormous power of 161 ps at 5800 rpm and a maximum torque

of 218 at 4200 rpm.

TRANSMISSION TYPE – 6- Speed Automatic, One Reverse.

48

KERB WEIGHT (KG) - 1535

BRAKE - Ventilated Discs at FRONT and Discs at REAR.

SUSPENSION - FRONT: MacPherson Strut, Coil Spring, Torsion

Anti-Roll Bar <<>> REAR: Double wishbone, Coil Spring,

Torsion Anti-Roll Bar.

DIMENSIONS (MM) - [4,530(L), 1,820(W), 1,680(H)]

WHEELBASE (MM) - 2,620 mm

MINIMUM GROUND CLEARANCE (MM) - 185

STEERING TYPE - Collapsible, Hydraulic Power Assisted

FEATURE EXTERIOR - Head Lights with 4 Bulb, Halogen,

Projector Type, Double Front Grill, 17" Alloy Wheels, Outer Door

Mirror with Body Colored with Side Turn Indicators, Fog Lamps,

Front Windshield Green Tinted Glasses and Wipers & Washer

are intermittent.

TYRE SIZE - 215/65 R16

WHEEL SIZE - 17 x 6 ½ J

FUEL TANK CAPACITY (LTS.) - 58

FEATURE INTERIOR - Independent Auto AC, Driver Seat 8-way

Power adjustable with lumber support, Rear Seats are 40:20:40

Split Foldable with 8 versatile seating Combinations, 6-CD

Changer, AM/ FM, Auto Volume Control

49

(B) HONDA CRV – MANUAL TRANSMISSION

ENGINE - 2,354, 4-stroke, Spark ignition, Gasoline, 4 Cylinder, i-

VTEC with PGM- FI (Programmed Fuel Injection) giving

an enormous power of 161 ps at 5800 rpm and a

maximum torque of 218 at 4200 rpm.

TRANSMISSION TYPE - 5-Speed Manual, One Reverse.


BRAKE - Ventilated Discs at FRONT and Discs at REAR.

SUSPENSION - FRONT: MacPherson Strut, Coil Spring, Torsion

Anti-Roll Bar <<>> REAR: Double wishbone, Coil Spring, Torsion Anti-

Roll Bar.

DIMENSIONS (MM) - [4,530(L), 1,820(W), 1,680(H)]

WHEELBASE (MM) - 2,620 mm

MINIMUM GROUND CLEARANCE (MM) - 185

STEERING TYPE - Collapsible, Hydraulic Power Assisted

FEATURE EXTERIOR - Head Lights with 4 Bulb, Halogen, Projector

Type, Double Front Grill, 17" Alloy Wheels, Outer Door Mirror with

Body Colored with Side Turn Indicators, Fog Lamps, Front Windshield

Green Tinted Glasses and Wipers & Washer are intermittent.

TYRE SIZE - 215/65 R16

WHEEL SIZE - 17 x 6 ½ J

FUEL TANK CAPACITY (LTS.) - 5850

FEATURE INTERIOR - Independent Auto AC, Driver Seat 8-way

Power adjustable with lumber support, Rear Seats are 40:20:40 Split

Foldable with 8 versatile seating Combinations, 6-CD Changer, AM/

FM, Auto Volume Control

51

HONDA CIVIC 1.8:

1799cc,1.8 Lt. 16 valve SOHC i-VTEC,132PS/ 6300 rpm,

Multiplex Meter and Brake Assist with g-con Technology

(a) Honda Civic 1.8 S M/T

(b) Honda Civic 1.8 S A/t

(c) Honda Civic 1.8 V M/T

52

(d) Honda Civic 1.8 V A/T

(A) CIVIC (1.8 S M/T)-- PURE EXHILARATION

DIMENSIONS(MM) - [4545(L),1750(W),1450(H)]


BRAKES - Ventilated Disc at FRONT Brake and Discs at REAR

Brake

ENGINE I-VTEC, 1.8L,4-Cylinder, In-line,16 Valves, Petrol,PGM-

Fi,1799cc

PERFORMANCE-Max. Power - 132PS@6300 rpm, Max. Torque

- 17.5 Kg-m @ 4300 rpm

TRANSMISSION - Type Synchromesh 5 forward 1 Reverse - 5-

speed AT with Paddle Shift, Grade Logic Control & Shift Lock

SUSPENSION - Front Suspension - McPherson, Coil Spring with

Torsion Bar, Rear Suspension - Double- wishbone, Coil spring

with Torsion Bar

STEERING - Steering Type - Collapsible, Power Assisted; Min.

Turning Radius - 5.4 m

TYRES & WHEELS - Wheel Type - Alloy, Wheel Rim Size - 15 x

6J,Tyres - 195 / 65 R15 (Tubeless)

53

EXTERIOR FEATURES - Body Colored Exteriors - Bumpers,

Door Mirrors, Outside Door Handles with Chrome ;Door

Protector - Body Colored with Chrome Insert; Windshield Wiper -

Opposed Flat-Blade Type, 3- Speed Intermittent; Windshield

Glass & Door Glass - Green Tint; Alloy Wheels - 5-spoke 15";

Exhaust Pipe - Dual with Exhaust Pipe Finisher

INTERIOR FEATURES - Interior Color Combination - Beige &

Black; Combination Meter - Multiplex Meter with illumination

Control; Steering Type - Power, Tilt & Telescopic; Steering

Wheel - 3-spoke Leather Wrapped; Power Windows Switch

Panel - Silver Finish; Console Pocket - Metallic Finish with Lid;

Interior Lights - Map Lights, Rear Reading Lights; Audio System

- Integrated 2 DIN AM/ FM, 6 CD Changer, MP3 / WMA;

Speakers - 6 Speakers (2 Front +2 Rear + 2 Tweeter);Antenna -

Rear Glass Printed

CONVENIENCE - Power Options - Power Windows / Door Lock;

Outer Door Mirrors - Electricity Retractable Power Outer Mirrors;

Rear View Mirror - Day / Night Type; Sun visor Vanity Mirror with

Lid - Driver + Passenger ; Front Seat with back Pockets - Driver

+ Passenger; Adjustable Seat Headrests - Front + Rear; Front

Seat Center Armrest - Slide type with Storage;Front Type

Holders - Slide Type Lid with Retractable Partition; Rear Seat

54

Armrest - With Audio Controls & Cup Holder with Lid; Air

Conditioner - Auto AC with Silver-finish AC Vents; Driver Seat

with Height Adjuster Device , Key-in, Seatbelt & Headlamp-on

Alarm, Door & Trunk Ajar Warning,Low fuel - Warning Lamp

SAFTY - Dual SRS Airbags,Anti-lock Brake System

(ABS),Electronic Brake-Force Distribution (EBD), Brake Assist

(BA), Front Pretensioner Seatbelts, Front Seatbelts Height

Adjuster, Child-proof Rear Door Locks, Rear Windows Defroster,

Dual Horn, Keyless Entry with Security Answerback, Immobilizer

System, Security Alarm System, Wave Key

55

(B) CIVIC (1.8 S A/T)-- PURE EXHILARATION




Brake

ENGINE - i - VTEC, 1.8L,4-Cylinder, In-line,16 Valves, Petrol,PGM-

Fi,1799cc

PERFORMANCE - Max. Power - 132PS@6300 rpm, Max. Torque -

17.5 Kg-m @ 4300 rpm

TRANSMISSION - Type Synchromesh 5 forward 1 Reverse - 5-speed

AT with Paddle Shift, Grade Logic Control & Shift Lock


Torsion Bar, Rear Suspension - Double- wishbone, Coil spring with

Torsion Bar





56

EXTERIOR FEATURES - Body Colored Exteriors - Bumpers, Door

Mirrors, Outside Door Handles with Chrome ;Door Protector - Body

Colored with Chrome Insert;Windshield Wiper - Opposed Flat-Blade

Type, 3- Speed Intermittent; Windshield Glass & Door Glass - Green

Tint; Alloy Wheels - 5-spoke 15"; Exhaust Pipe - Dual with Exhaust

Pipe Finisher

INTERIOR FEATURES - Interior Color Combination - Beige & Black;

Combination Meter - Multiplex Meter with illumination Control; Steering

Type - Power, Tilt & Telescopic; Steering Wheel - 3-spoke Leather

Wrapped; Power Windows Switch Panel - Silver Finish; Console

Pocket - Metallic Finish with Lid; Interior Lights - Map Lights, Rear

Reading Lights; Audio System - Integrated 2 DIN AM/ FM, 6 CD

Changer, MP3 / WMA;Speakers - 6 Speakers (2 Front +2 Rear + 2

Tweeter);Antenna - Rear Glass Printed

CONVENIENCE - Power Options - Power Windows / Door Lock; Outer

Door Mirrors - Electricity Retractable Power Outer Mirrors; Rear View

Mirror - Day / Night Type; Sun visor Vanity Mirror with Lid - Driver +

Passenger ; Front Seat with back Pockets - Driver + Passenger;

Adjustable Seat Headrests - Front + Rear; Front Seat Center Armrest -

Slide type with Storage;Front Type Holders - Slide Type Lid with

Retractable Partition; Rear Seat Armrest - With Audio Controls & Cup

Holder with Lid; Air Conditioner - Auto AC with Silver-finish AC Vents;

57

Driver Seat with Height Adjuster Device , Key-in, Seatbelt & Headlamp-

on Alarm, Door & Trunk Ajar Warning,Low fuel - Warning Lamp

SAFTY - Dual SRS Airbags,Anti-lock Brake System (ABS),Electronic

Brake-Force Distribution (EBD), Brake Assist (BA), Front Pretensioner

Seatbelts, Front Seatbelts Height Adjuster, Child-proof Rear Door

Locks, Rear Windows Defroster, Dual Horn, Keyless Entry with

Security Answerback, Immobilizer System, Security Alarm System,

Wave Key

( C ) MODEL CIVIC (1.8 V A/T)

CONVENIENCE - Power Options - Power Windows / Door Lock; Outer

Door Mirrors - Electricity Retractable Power Outer Mirrors; Rear View

Mirror - Day / Night Type; Sun visor Vanity Mirror with Lid - Driver +

Passenger ; Front Seat with back Pockets - Driver + Passenger;







58



Fi,1799cc






Pipe Finisher






Reading Lights; Audio System - Integrated 2 DIN AM/ FM, 6 CD

Changer, MP3 / WMA;Speakers - 6 Speakers (2 Front +2 Rear + 2

Tweeter);Antenna - Rear Glass Printed



17.5 Kg-m @ 4300 rpm

59






Wave Key





Torsion Bar





INDICATOR - Body Color with Turn Indicator


Brake

60

(D) MODEL CIVIC (1.8 V M/T)


Brake

CONVENIENCE - Power Options - Power Windows / Door Lock;

Outer Door Mirrors - Electricity Retractable Power Outer Mirrors; Rear

View Mirror - Day / Night Type; Sun visor Vanity Mirror with Lid - Driver

+ Passenger ; Front Seat with back Pockets - Driver + Passenger;









Fi,1799cc





61


Pipe Finisher






Reading Lights; Audio System - Integrated 2 DIN



17.5 Kg-m @ 4300 rpm






Wave Key



62



Torsion Bar





INDICATOR - Body Color with Turn Indicator

63

Tools & Techniques

64

TOOLS & TECHNIQUIE

HONDA CITY, HONDA ACCORD ,

HONDA CRV & HONDA CIVIC

HONDA CITY ZX :

1. Door Visor

Give your city the styling of a door visor and enjoy the comforts on a

rainy day. An exquisitely designed feature to prevent the water drops

from entering the car even if the window glass is rolled down for

ventilation on a rainy day.

2. Door Mirror Cover

Enhance the exterior appeal of your car with the specially designed

Honda genuine door mirror cover. Attached to the door mirror of your

car, it protects the door mirror from any possible scratches in heavy

traffic areas.

3. Door Handle Cover

Add a touch of chrome to the door handle of your car. This is an add-on

cover to the door handle and prevents it from scratches or other external

damages.

65

4. Alloy Wheels (14")

Give your City a sporty look by using Honda Alloy wheels. These really

stand out in the crowd. The lighter weight of alloy gives you the extra

benefit of better driving & fuel efficiency.

5. Half Seat Cover

Enjoy the gentle feel & soft touch by embracing your city's seat covers

with the elegant looking half seat covers. They are easy to use and

require minimum maintenance.

6. Side Step Garnish

When you open the door of your City to step out, you are greeted by the

luxury of the garnished side step. It protects the door footstep area of

your car and is easy to clean.

7. Lock Knob (Gold/ Silver)

A classy and stylish way to lock and unlock the doors of your car - the

shimmering gold and shining silver adds a sparkle to the interiors of your

City

66

8. Leather Seat Cover

Experience the perfect combination of luxury & style with specially

designed exquisite leather seat covers. These are available in full leather

or PU coated styles.

9. Fabric Seat Covers

Pamper your car with the elegant fabric seat covers. They enhance the

interior appeal of your City.

10. Head Rest Pillow

Rest your head in peace with the unique and innovative Honda genuine

head rest pillow. It is an accessory that makes sure you travel in style

and comfort.

11. Seat Belt Pad:

Experience the safety of wearing a seat belt without its discomfort by

using Honda genuine seat belt pad. This cushions the passenger from

the sharp edges of the seat belt

12. Pocket Auto Radio:

A perfect utility item designed to keep your smaller valuables and

enhance dashboard looks. It is easy to install and recesses neatly into

the dashboard

67

13. Rubber Mats:

These help in keeping the interior clean - a very useful item especially in

areas with heavy rainfall

14. Floor Mats:

Specially designed to outlast ordinary generic mats, these prevent

staining on the floor and are very effective components in air-

conditioning & sound proofing

15. Body Cover:

Cover your precious car with the Honda genuine body cover. This acts

as a protective shield & keeps it secure from dust, storm & spying eyes

16. Front Fog Lamp :

Enhance your front visibility in thick, foggy driving conditions. The fog

lamp provides uniform light distribution, which helps in smooth driving. It

also gives a sporty look to your city

17. Rear Fog Lamp:

The rear never takes a back seat with the unique Honda rear fog lamp.

In adverse & foggy driving conditions it acts as an indicator for the

vehicle trailing behind your Honda

68

18. Shift Lock Set (MT/AT):

Play safe by using Honda genuine shift lock. Primarily a mechanical gear

lever immobiliser, it is generally used as an ergonomic, no-mess car lock

19. Shift Lock Set (MT/AT):

Play safe by using Honda genuine shift lock. Primarily a mechanical gear

lever immobiliser, it is generally used as an ergonomic, no-mess car

lock.

69

(B) ACCESSORIES FOR HONDA ACCORD

1. Aerodynamic Front Under Spoiler:

Give your car a sporty look and enhance its exterior appeal by

aerodynamic design of the under spoiler.

2. Fender Wheel Trim in Chrome:

A touch of chrome to garland your wheel. An indomitable style

statement to announce you have arrived.

3. Trunk Spoiler:

Stability at high speeds, sporty looks at all speeds with its aerodynamic

design and appearance; you would wonder why it is called a spoiler

4. Door Edge Protector/ Bumper Corner Protector:

Protects the bumper and door corner of the car from scratching during

tight parking or a narrow road.

5. Floor Mat with Embroidered Accord Logo:

They prevent the floor from getting stained. Their elegant design

complements your interior while the embroidered Accord logo gives it a

customized look.

70

( C ) ACCESSORIES FOR HONDA CRV

1. Roof Rack Set:

Space is never an issue on your CR-V. When the rear is full, it's time to

reach for the top. A unique roof rack set that accommodates your extra

cargo.

2. Tail Gate Spoiler:

The rear never takes a back seat with the sporty Tail Gate Spoiler for a

sporty look and better aerodynamics. Now leave behind a crowd of

envious onlookers

3. Fender Flare:

The aggression gets unleashed side ways this time. A distinct flare

running across the length that sets of you and your CR-V , far apart from

others

4. Fog Light & Garnish:

Enhance your visibility during adverse driving conditions with Fog

Lamps. Dominate the road right from the front with the unique, rugged

fog light garnish. Perfect for that unmatched solid feel and gives a

commanding pressence when you need one.

71

5. Metal Interior Panels:

What can be better than the unique metallic panels with exquisite

finishing to complement your personality and your mood

6. Woody Interior Panel:

Add a bit of polish to the interiors by the aesthetic woody panel and

instantly enhance the luxurious appeal of your CR-V

7. Armrest:

Give your body the rest it deserves. An innovative armrest that gives

more than needed comfort along with the utility of storing your items.

8. Instrument Tray Mat:

A perfect accessory specially designed to protect the area from

scratches & keeping things in place.

9. Leather Seats:

Pamper yourself and soak in the elegance of the specially designed,

rich, real leather seat covers. Style meets design. Luxury meets comfort.

10. Gold Emblems:

Add a touch of elegance to your perfectly styled CR-V. Go ahead, make

a mark on the road with the genuine 24 karat gold plated emblems.

72

11. Spare Tyre Cover:

Cover your spare tyre beautifully. This easy to use cover enhances the

rear appeal of your car.at the back for fast response time when you need

to change tyres in a hurry.

12. Exhaust Pipe Finisher (Gold):

Impress your followers by leaving behind a trail of gold. The perfect

touch at the end to make a clean impression

13. Floor Mats:

Treat Your CR-V like your home. A set of floor mats that prevents dust

and mud from spoiling the interior and the carpeted body

14. Cargo Net:

The ideal way to keep your cargo firmly in places. So when your CR-V is

on the move, it makes sure your cargo isn't.

15. Rear Under Mirror:

For obstacles that lay behind, stay in total control with the rear under

mirror. A mirror that gives complete rear visibility, especially during

reversing your CR-V

16. Tonneau Cover:

This cover helps to keep your cargo safe and secure from dust, sunlight

and even peeping eyes

73

( D ) ACCESSORIES FOR HONDA CIVIC

1. Door Visor :

Lower the window glass without spoiling your hair. Enjoy the thrill of

driving in the rain without getting wet. Make a style statement with the

door visors

2. Trunk Spoiler & Rear Fog Light:

Accentuate the aerodynamics & sporty looks of your civic with Trunk

Spoiler.

The Rear Fog Lights ensure better visibility to the vehicles following you

during bad weather

3. Body Cover:

Durable, high-quality, tested material assures protection

from harsh sunlight, dust and jealous neighbours.

4. Front Under Spoiler :

Enhance the aggressive front stance of Civic and reduce air turbulence

with the Front Under Spoiler.

5. Side Under Spoiler:

Visually lower the car for a sportier stance with the Side Under Spoiler.

74

6. Rear Lower Skirt :

Emphasize the sporty rear of the Civic with the aerodynamic Rear Under

Spoiler.

7. Wheel Lock Nuts:

Wheel Nut locks not only protects your car's original alloy wheels from

theft but also makes them look hot and with it.

8. Front Fog Light:

To improve driver's visibility in inclement weather.

9. Panel Garnish:

Add to the 'space age' looks of the interior with the brushed aluminium

effect Instrument Panel Garnish.

10. Side Step Garnish;

Protects the side step and looks just great! (2 piece set for front door)

75

11. Lock Knob (Gold/ Silver):

A classy and stylish way to lock and unlock the doors of your car - the

shimmering gold and shining silver adds a sparkle to the interiors of your

City.

12. Rear Door Sunshade :

Ensure your privacy and keep your cool on sunny days with this custom

designed Sunshade.

13. Portable Ashtray :

A practical, easy to clean Ashtray that fits in neatly into the cup holder.

14. Cigarette Lighter :

Custom designed Cigarette Lighter for your convenience.

15. Cup Holder :

Park your drink in the rear door pocket with this practical, easy to clean

Cup Holder

76

Graphical Data

Interpretation

77

GRAPHICAL DATA INTERPRETATION

78

PURCHASE DECISION

FACTORS AFFECTING PURCHASRE

79

USE FINANCE SCHEMES

80

81

SATISFACTION WITH PRESENT CAR

HONDA’S ATTRIBUTES

82

PLANS TO BUY A HONDA

83

MOST PREFERRED NEXT CAR

84

Financial Analysis

85

FINANCE ANALYSIS

Prime Honda facilitates financing of your Honda Cars through reputed

financiers in the market. Please note that conditions apply. Sanctioning of

loan is at the discretion of the financier.

ELIGIBILITY

Salaried individuals in the age of group of 21 to 60 years (at the end of

tenor)

Self employed individuals of similar age group.

Partnership Firms.

Public & Private Limited Companies

LOAN AMOUNT

Minimum Loan Amount : Rs.50,000.

Maximum Loan Amount : Up to 90% of the invoice value

REPAYMENT SCHEDULE

A variety of schemes to choose from.

Tenor stretching up to 5 years

86

SWIFT PROCESSING

Minimal documentation.

Short procedures.

Approvals within 24 hours, subject to complete documentation

RELATIONSHIP REWARDS

Relationship rewards vary from financier to financier and from time to time

and may include concessional interest rate of certain credit card holders,

repeat customers, high income persons, holders of certain financial bonds

etc.

DOCUMENTS USUALLY REQUIRED

Proof of Identify.

Proof of Income.

Proof of Address.

Copies of Income Tax Returns/Balance Sheet for two previous years.

Copy of Bank Account statement for previous 6 months

87

INSURANCE

Insurance Price Details

We facilitate insurance of your Honda Cars as well. Apart from the mandatory

Third Party insurance cover, we recommend adequate insurance cover for

your asset - Honda. If you are entitled to a previous No Claims Bonus, you

could avail of this benefit as well.

Arrange your comprehensive insurance cover through Prime Honda and

avail of the following advantages:

Your date of new vehicle delivery and commencement of the insurance

cover are likely to be synchronized. Thus avoiding wastage of insured

days by obtaining an early insurance cover.

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

intimate the Insurance Company

expedite Surveyor's inspection

prepare estimates.

collect payments from the Insurance Company on behalf of the

customer (payments for claims upto Rs. 120,000 would be

directly collected by us).

Effective 1st July 2002, regulations provide for insuring new cars up to 95% of

the ex-showroom price only. Premia listed below reflect this amendment in

Insurance regulation.

88

Annual comprehensive insurence premia applicable to various

models

MODELS Ghaziabad Delhi

Accord 2.3 VTi-L A/T Rs.48125/- Rs. 49430/-

Accord 2.3 VTi-L M/T Rs.46128/- Rs. 47374/-

Accord V6 VTEC A/T Rs.52978/- Rs. 54424/-

CR-V A/T Rs.56203/- Rs. 57743/-

CR-V M/T Rs.54205/- Rs. 55687/-

CITY ZX EXi Rs.20019/- Rs. 20550/-

City ZX Gxi Rs.21382/- Rs. 21951/-

CITY ZX VTEC Rs.23372/- Rs. 23997/-

CITY ZX GXi - CVT Rs.23017/- Rs. 23633/-

CIVIC 1.8 S M/T Rs.34539/- Rs. 35447/-

CIVIC 1.8 S A/T Rs.36537/- Rs. 37504/-

CIVIC 1.8 V A/T Rs.38535/- Rs. 39560/-

CIVIC 1.8 V M/T Rs.36537/- Rs. 37504/-

CITY ZX VTEC PLUS Rs.25061/- Rs. 25735/-

Premia based on ex-Prime Honda prices at the time of hosting

& subject to change (if any) by the Insurence Company

89

TRADE IN – AUTO – TERRACE

We could assist you to sell off your present car by trading it in for a brand new

Honda Car from us. You will be rid of a lot of uncertainties and anxieties that

are most often associated with the sale and purchase of pre-owned cars, by

dealing with Prime Honda.

Trade-in Options

Your present Honda for a New Honda City, Civic, CRV or

Accord.

Your present car (Non-Honda) for a brand New Honda City,

Civic, CRV or Accord.

Finance

Could facilitate financing for purchase of pre-owned cars from

Prime Honda.

90

Recommendation

& Suggestions

91

RECOMMENDATIONS &

SUGGESTIONS

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

has been observed in the case of all the cars, that have come into India,

that the quality of the cars goes down over a period of time. Thus Honda

should never compromise on the quality, on the basis of which it has built

a strong Brand image.

2. The potential customers need to be lured in order to gain an

unsurpassable lead over the other popular cars in its segment. This can

be done through providing better financing services, to the next lower

income segment as the segments dealt with in this study do not make use

of such schemes.

3. Most customers make the decision of purchase after consulting with their

families, so Honda should be projected as a corporate, as well as a family

car, through their advertising campaigns.

4. The Brand Name-Honda should be maintained as an exclusive Brand.

92

5. The varieties of models that are available to the customer should

constantly be upgraded, and, if possible, new models launched so that the

consumers don’t lose the image of –Honda, a coveted car.

6. Honda has not been participating actively in sponsorships and other

such activities, in India. this can be an effective campaign for the celebrity

crazy Indians. (Cricketers, Filmstars).

93

Limitation of Study

94

LIMITATIONS OF THE STUDY

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

respondents, this could bring about a bias in the survey.

2. Lack of time. Due to constraints of time a very small sample of the

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

universe.

3. Errors. Human error is inevitable, both, individually and in representation

of the data.

4. Some figures have been approximated.

95

Conclusion

96

CONCLUSION

After the above detailed analysis, I would like to state the following concluding

points.

Honda is undoubtedly the most sought after car at the present with Lancer

and Maruti Baleno, following close behind.

As seen by the Hypothesis Testing, Honda comes out be the most

Technologically sound car, among other leading cars of the premium

segment.

The Perceptual map shows, the people are aware of the qualities and

attributes of various cars. In their responses, as depicted on the Perceptual

Map, they have rated Honda, as their most coveted car, by giving it the

highest ranking among all cars in the segment, in the attributes of

Technology, Efficiency, Performance, Style and Luxury.

About 52% of the people had preferred Honda as their “most preferred next

car”. Those who gave a negative response for Honda were only 24%. The

rest of the 24% said that they “could think of” buying a Honda in future. In my

view, these clients can be potential clients as well.

The above points confirm the position of Honda in the Premium car segment with

respect to its competitors, as well as its potential customers.

97

Most people market the purchase decision in consultation with their families.

This point is to be kept in mind while framing future strategies

Factors like Technological knowledge affect the buyers the most.

Thus, technology is the greatest “customer pulled” in the car market.

Most of the people seem to be awed by the Honda brand name. They see all

the attributes of an up market car in a Honda.

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

premium segment.

98

Questionnaire

99

APPENDIX

QUESTIONNAIRE

NAME : ______________________________________________________

ADDRESS: ___________________________________________________

_____________________________________________________________

CONTACT NO. (R)_______________________ (O) ___________________

Educational Background:

a) Under Graduate,

b) Post Graduate.

Occupation:

a) Company executive,

b) Businessman,

c) Self employed,

d) Any other.

Monthly income:

a) 50,000-60,000

b) 60,000-70,000

c) 70,000-80,000

d) 80,000 and above.

100

Number of cars currently owned and their make.

Car: a)

Car: b)

Car: c)

Frequency of buying a car.

a) Every year,

b) 1-2 years,

c) 2-3 years,

d) Else....

Who usually makes the decision on the purchase?

a) Self,

b) Family,

c) Other.....

Factors that affect your purchase decision.

a) Used earlier,

b) Friends,

c) Technical knowledge,

d) Price,

e) Others....

Do you avail of finance schemes.

a) Yes,

b) No.

101

How would you rate the factors that influence your purchase?

(Tick box )

High Low

a)

b)

c)

d)

e)

f)

g)

h)

Brand Name

Status

Styling

Technology

Durability

Performance

Fuel Efficiency

Maintenance

1

1

1

1

1

1

1

1

2

2

2

2

2

2

2

2

3

3

3

3

3

3

3

3

4

4

4

4

4

4

4

4

5

5

5

5

5

5

5

5

102

Are you satisfied with your present car?

Extremely

Satisfied

Somewhat

Satisfied

Somewhat

dissatisfied

Extremely

dissatisfie

d.

What does the name “Honda” remind you of?

a) Technology,

b) Superiority,

c) Luxury,

d) Status,

e) Price,

f) All of the above.

Do plan to buy a “Honda” car?

a) Yes,

b) No.

If yes, why?

a) Technology,

b) Status,

c) Luxury,

d) Performance,

e) All of the above.

103

If no, why?

a) High price,

b) Better options,

c) Others, please specify...

How do you rate “Honda” in comparison to other Cars?

Car (1

highest)

Technol

ogy (1-5)

Efficienc

y (1-5)

Perform

ance (1-

5)

Style

(1-5)

Luxury

(1-5)

Honda

Opel

Lancer

Ford

Esteem/

Baleno

Your most preferred next car.

........................................................

104

CONTACT DETAILS :

REGISTERED OFFICE :

World Trade Tower Ground Floor,

Barakhamba Lane,

New Delhi - 110 001

LOCATION

Vaishali

Ansal Plaza Vaishali,

Main Link Road, (Opp. Dabur Factory),

Distt. Ghaziabad -201 012 (U.P)

Note: Just 700 meters from Delhi - U.P. Border

DELHI

120 FIE, Patparganj Industrial Area,

Delhi - 110 092

Telephone2776372 /2776373/ 27763742777172 / 2777173/ 2777174

Mobile No. : 9810028116 Fax : 2777175

* Prefix 95120 - for local calls from Delhi

STD Code : 0120

Telephone22155996 / 22155997 / 22155988 /

22155958 / 2215598442141414 / 42141415 / 42141416 /

42141417 / 42141418Fax : 22165772

* Prefix 9511 - for local calls from Noida & Ghaziabad

105

Bibliography

106

BIBLIOGRAPHY

BOOKS

Principles of Marketing

Kotler, Phillip

Marketing Research

Kothari, C. R .

Marketing Research

Gupta, Prof. S . L .

Building Strong Brands

David A. Aaker

JOURNAL

- Futures Magazine

- An Interactive Journal

- Journal of Marketing Channels

NEWSPAPERS

1. The Economic Times

2. The Times of India

3. The Hindustan Times

107

MAGAZINES

1. India Today

2. Business Today

3. Time

4. Business World

WEBSITES

www.hondasiel.com

www.autocarindia.com

www.overdrive.com

108

http://www.overdrive.com/

http://www.autocarindia.com/

http://www.siamindia.com/

Documents

56059588 Honda Siel Marketing Project