A

Project Report

On

―A STUDY ON CUSTOMER BEHAVIOUR TOWARDS HONDA CARS

IN NOIDA REGION‖

FOR THE PARTIAL FULFILLMENT OF THE REQUIREMENT

FOR THE AWARD OF
BBA

Submitted To:- Submitted By:

Dr. Mujibur Rahman Mridul Verma
20GSOB1010246

GALGOTIAS UNIVERSITY
GREATER NOIDA

1
 CERTIFICATE

This is to certify that the dissertation entitled ―A STUDY ON CUSTOMER

BEHAVIOUR TOWARDS HONDA CARS IN NOIDA REGION‖ contains original
work done by Mridul Verma It is being submitted in fulfillment of requirement for the
award of BBA awarded by Galgotias University and is a record of students own work
carried under guidance and supervision.

Place: Dr. Mujibur Rahman

Date:

2
 DECLARATION

I, Mridul Verma to declare that the project report entitled “A STUDY ON CUSTOMER BEHAVIOUR
TOWARDS HONDA CARS IN NOIDA REGION” being submitted to the GALGOTIAS
UNIVERSITY for the partial fulfillment of the requirement for the degree of Bachelor of Business
Administration is my own endeavors and it has not been submitted earlier to any institution/university for
any degree.

Name of Student:- Mridul Verma

Signature of Student:-

Place:- Galgotias University, Greater Noida

Date:

3
 ACKNOWLEDGEMENT

I feel great pleasure to submit this report as the culmination of efforts by my teachers and
me. This is the last step of my path leading to graduate degree in Management through
B.B.A.

This project is the result of my hard work, sincerity, and devotion, & put my best to
complete and in turn, gain lots of knowledge and confidence from this project.

I am deeply thankful to my project guide Dr. Mujibur Rahman, Faculty Guide, Galgotia
University, Gr. Noida for her constant support and guide this research report has been
successful completed.

Lastly, I am very thankful to my parents and all those people has been supported me
directly or indirectly, without their constant support and help this research report never be
successful completed.

MRIDUL VERMA

20GSOB1010246

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 EXECUTIVE SUMMARY

As a part of B.B.A I am doing my training at the dealership of “A STUDY ON

CUSTOMER BEHAVIOUR TOWARDS HONDA CARS IN NOIDA REGION”.

Automobile Industry has grown up very fast all over the world with the rapid change in
Science & Technology. They had become the necessity of today‘s people. In India only
there are around 5-10 Manufacturers of two wheelers. There is very stiff competition
prevailing in the market nowadays and it is very difficult for companies to survive in the
market.

Honda is the world‘s largest producer of two wheelers. It provides the quality product at
very competitive price. It has the wide range of products all over the world. In India they
separately started their business in 2001. They had only five products in the market till
now & all of them are doing great business in India. Recently they had launched the new
sporty look HONDA UNICORN and HONDA SHINE with many new innovations. In
terms of quality and efficiency what I had noticed in these 2 years is that Honda‘s product
are much better than those of other companies product. They are been developed by the
company by doing an extensive research of the Indian roads, understanding customers
need and desires, and providing comfort while riding.

I had been working on this project from last three months. This project explains our daily
routine work and the overall system which we follow to attend the customers. The main
aim of project is to highlight the sales procedure and the customers views on our efforts.
The study includes the brief explanation of products and then customers feedback form
which is been filled by some of my customers.

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This project aims to provide the whole information about the features & benefits of
Honda‘s product as well as the feeling of joy of affiliation –a positive feeling resulting
from a relation with Honda. Honda work on the policy of (FABE) which means
Features, Advantage, Benefits & Evidence.

An analysis has been drawn from this study by showing the customers feedback on our
work and how they rate us in the Sales Feedback Form. The customers whom I had
attended and given the delivery of the vehicles during my training period are collected in
this feedback form.

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 TABLE OF CONTENTS

Chapter No Chapter.-

INTRODUCTION

OBJECTIVE OF STUDY

NEED AND SCOPE

LIMITATIONS OF STUDY

Chapter- 2.

COMPANY PROFILE

ORGANIZATION'S PHILOSOPHY

PRODUCT PROFILE

Chapter.-3.

RESEARCH METHODOLOGY

Chapter.-4.

GRAPICAL INTERPRETATION &ANALYSIS

Chapter.-5.

CONCLUSION

SUGGESTIONS

BIBLIOGRAP

ANNEXURE

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 INTRODUCTION

Consumer Behavior is the study of individuals, groups, or

organizations and the processes they use to select, secure, use, and
dispose of products, services, experiences, or ideas to satisfy needs
and the impacts that these processes have on the consumer and
society. It blends elements from psychology, sociology,
socialanthropology, marketing and economics. It attempts to
understand the decision-making processes of buyers, both
individually and in groups such as how emotions affect buying
behaviour. It studies characteristics of individual consumers such
as demographics and behavioral variables in an attempt to
understand people's wants. It also tries to assess influences on the
consumer from groups such as family, friends, sports, reference
groups, and society in general.
Customer behavior study is based on consumer buying behavior,
with the customer playing the three distinct roles of user, payer and
buyer. Research has shown that consumer behavior is difficult to
predict, even for experts in the field. Relationship marketing is an
influential asset for customer behaviour analysis as it has a keen
interest in the re-discovery of the true meaning of marketing
through the re-affirmation of the importance of the customer or
buyer. A greater importance is also placed on consumer retention,
customer relationship management, personalisation, customisation
and one-to-one marketing. Social functions can be categorized into
social choice and welfare functions.
Each method for vote counting is assumed as social function but if
Arrow‘s possibility theorem is used for a social function, social
welfare function is achieved. Some specifications of the social
functions are decisiveness, neutrality, anonymity, monotonicity,
unanimity, homogeneity and weak and strong Pareto optimality.
No social choice function meets these requirements in an ordinal
scale simultaneously.
8
The most important characteristic of asocial function is
identification of the interactive effect of alternatives and creating a
logical relation with the ranks. Marketing provides services in
order to satisfy customers. With that in mind the productive system
is considered from its beginning at the production level, to the end
of the cycle, the consumer (Kioumarsi et al., 2009).

Who is a Consumer?

Any individual who purchases goods and services from the market
for his/her end-use is called a consumer. In simpler a word a
consumer is one who consumes goods and services available in the
market. Example - Tom might purchase a tricycle for his son or
Mike might buy a shirt for himself. In the above examples, both
Tom and Mike are consumers.

What is consumer Interest?

Every customer shows inclination towards particular products and

services. Consumer interest is nothing but willingness of
consumers to purchase products and services as per their taste,
need and of course pocket. Both Maria and Sandra went to the
nearby shopping mall to buy dresses for themselves. The store
manager showed them the best dresses available with him. Maria
immediately purchased two dresses but Sandra returned home
empty handed. The dresses were little too expensive for Sandra
and she preferred simple and subtle designs as compared to
designer wears available at the store. In the above example Sandra
and Maria had similar requirements but there was a huge
difference in their taste, mind set and ability to spend.

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What is Consumer Behaviour?
Consumer Behaviour is a branch which deals with the various
stages a consumer goes through before purchasing products or
services for his end use.

Why do you think an individual buys a product?

 Need
 Social Status
 Gifting Purpose

Why do you think an individual does not buy a product?

 No requirement
 Income/Budget/Financial constraints
 Taste

When do you think consumers purchase products?

 Festive season
 Birthday
 Anniversary
 Marriage or other special occasions


There are infact several factors which influence buying decision of

a consumer ranging from psychological, social, and economic and
so on.
The study of consumer behaviour explains as to:

 Why and why not a consumer buys a product?

 When a consumer buys a product?

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  How a consumer buys a product?

During Christmas, the buying tendencies of consumers increase as

compared to other months. In the same way during Valentines
week, individuals are often seen purchasing gifts for their partners.
Fluctuations in the financial markets and recession decrease the
buying capacity of individuals. In a layman‘s language consumer
behaviour deals with the buying behaviour of individuals. The
main catalyst which triggers the buying decision of an individual is
need for a particular product/service. Consumers purchase products
and services as and when need arises. According to Belch and
Belch, whenever need arises; a consumer searches for several
information which would help him in his purchase.

Following are the sources of information:

 Personal Sources
 Commercial Sources
 Public Sources
 Personal Experience

Perception also plays an important role in influencing the buying

decision of consumers.
Buying decisions of consumers also depend on the following
factors:

 Messages, advertisements, promotional materials, a

consumer goes through also called selective exposure.
 Not all promotional materials and advertisements excite a
consumer. A consumer does not pay attention to everything
he sees. He is interested in only what he wants to see. Such
behaviour is called selective attention.

11
  Consumer interpretation refers to how an individual
perceives a particular message.
 A consumer would certainly buy something which appeals
him the most. He would remember the most relevant and
meaningful message also called as selective retention. He
would obviously not remember something which has nothing
to do with his need.

What is Consumer Behavior in Marketing?

Marketing is so much more than creating a catchy phrase or a
jingle people will sing for days. Understanding consumer behavior
is a vital aspect of marketing. Consumer behavior is the study of
how people make decisions about what they buy, want, need or act
in regards to a product, service, or company. It is critical to
understand consumer behavior to know how potential customers
will respond to a new product or service. It also helps companies
identify opportunities that are not currently met. A recent example
of a change in consumer behavior is the eating habits of consumers
that have drastically increased the demand for gluten-free (GF)
products. The companies that monitored the change in eating
patterns of consumers created GF products to fill a void in the
marketplace. However, many companies did not monitor consumer
behavior and were left behind in releasing GF products.
Understanding consumer behavior allowed the pro-active
companies to increase their market share by anticipating the shift
in consumer wants. To fully understand how consumer behavior
affects marketing, it's vital to understand the three factors that
affect consumer behavior: psychological, personal, and social.

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 EXECUTIVE SUMMARY

INDAN AUTOMOBILE INDUSTRY

Automobile Industry in India is still in its infancy but growing rapidly.

The opportunities in the automobile industry in India are attracting big
names with the big purse and they are investing vigorously in
infrastructure, design and development, and marketing. Automobile
industry in India is today poised for the big leap.

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 HONDA NETWORK IN INDIA

Name of the Company Honda Siel Cars India Ltd

CEO & President Mr. M Takedagawa

Established on 5th December 1995

Capital – Paid Up Rs. 3600 Million

Equity Share Capital Honda Motors, Japan: 99%

Siel Ltd: 1% (Current)
Investment Rs. 16200 Million

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Installed Capacity 100,000 Units per Annum (2 shift basis)

Production Commencement 15th December, 1997

Indigenization % Dec ’97 - 57% (Startup)

July ’05 – 82 %

Total Land Area 150 Acres (Approx.)

Honda City- EXi, GXi, CVT and VTEC

Product Range Civic- 1.8S & 1.8V (A/T & M/T)
Accord- 2.0L 2 WD and 2.4L 4WD
CR-V- 2.0L 2 WD and 2.4L 4WD

Board of Directors : Honda (6 Members)

- President and CEO
- VP and Director (Works)
- Director (Finance and Accounts)
- Director (Materials)
- Director (Marketing)
- Director
: Siel Ltd. (2 Members)
- Chairman
- VP and Director (Admin.)

15
  India is the 2nd largest two wheeler manufacturer in the
world
 Second largest tractor manufacturer in the world
 5th largest commercial manufacturer in the world
 3rd largest car market in Asia, surpassing China in the
process

Automobile industry Contributes 17% of the total indirect taxes

collected by the exchequer & is a driver of product and process
technologies, and has become a excellent manufacturing base for
global players, because of its

 high machine tool capabilities

 Extremely capable component industry
 Most of the raw material locally produced
 Low cost manufacturing base
 Highly skilled manpower
 Special capability in supplying large volumes

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HONDA NETWORK IN INDIA

17
HONDA IN INDIA
Honda Siel Cars India Ltd.

Production
Start
Hero Honda Motors Ltd 1984
Gurgaon & Dharuhera
Honda Siel Power Products Ltd 1988
Rudrapur, Pondicherry & Greater Noida

Honda Siel Cars India Ltd

Plant 1 - Greater Noida 1997
Plant 2 - Bhiwadi 2008
Honda Motorcycle & Scooter India (P) Ltd 2001
Manesar (Gurgaon)
Honda R&D India Pvt. Ltd 2003
Gurgaon
Honda Motor India Ltd 2006
Greater Noida

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 COMPANY PROFILE

HONDA SIEL CARS INDIA LTD

Honda Siel Cars India Ltd., (HSCI) was incorporated in December

1995 as a joint venture between Honda Motor Co. Ltd., Japan and
Siel Limited, a Siddharth Shriram Group company, with a
commitment to providing Honda‘s latest passenger car models and
technologies, to the Indian customers. The Honda City, its first
offering introduced in 1997, revolutionized the Indian passenger

car market and has ever since been recognized as an engineering

marvel in the Indian automobile industry. The success of City as

well as all its other models has led HSCI to become the leading
premium car manufacturer in India. The total investment made by
the company in India till date is Rs. 1620 crores, further

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investment of RS. 1000 crore is planned and being currently
invested for the coming second plant in Rajasthan. The company
has a capacity of manufacturing 100,000 cars.

HONDA INDIA MANUFACTURING UNIT

Showcase Manufacturing Facility

Honda India has one manufacturing unit at this point of time.
HSCI‘s state-of-the-art manufacturing unit was set up in 1997 at
Greater Noida, U.P with an investment of Rs. 450 crore. The
green-field project is spread across 150 acres of land (over
6,00,000 sq. m.).

The initial installed capacity of the plant was 30,000 cars per
annum, which was thereafter increased to 50,000 cars on a two-
shift basis. The capacity has further been enhanced to 1,00,000
units annually in February 2008 . The capacity expansion was
necessitated by the excellent performance of all the Honda models,
particularly the growing demand for City in India. Several
modifications were done by the company with the objective of
offering higher quality products to its customers, faster and

20
quicker. The expansion process also included expansion of the
covered area in the plant, from 1,07,000 sq. m. to 1,31,794 sq. m.
The total investment amounts to Rs 450 crores. The manufacturing
capacity of this plant is 50,000 cars on a dual shift process. The
company has decided to work on the plan of increasing the
manufacturing capacity form 50,000 units to 100,000 units by the
end of 2007 and to 150,000 units by 2010. This manufacturing unit
produces Honda City, Civic and Accord models. The Honda CRV
model is imported from Japan. Honda India has a strong network
of sales and distribution in the country. They have around 51
exclusive dealerships across the country.

They provide everything starting from sales to service to spares

etc. under one roof. They have already set a strong foothold on
the Indian metro market. Now they are working on the smaller city
markets.The company in its initial five years had sold not more
than 50,000 units, however today it's selling more than 50,000
units in a single year. Honda City still remains a big hit for them.
That car changed the whole concept of passenger cars in India. But
now they have stopped manufacturing Honda City and have
replaced that with Honda City.
It was only after the big success of Honda City that they launched
their higher end models like the Accord, the SUV and the CRV.
And once again their success story was repeated like before. Even

21
the launch of Honda Civic (which is a global hit) in 2006 was a big
success in the Indian market.Honda India is also very strict about
its quality and environmental standards. It strictly adheres to the
standards of ISO 9001 for quality and ISO 14001 for
environmental standards.
HSCI currently produces the newly launched Honda Jazz, All
New City, Civic and Accord models in India and the premium
SUV, CR-V is sold as a fully imported unit from Japan.
The company operates under the stringent standards of ISO 9001
for quality management and ISO 14001 for environment
management.

Honda India Growth

The company had a growth of 14% for the fiscal year of 2005-06
when compared to 2004-05, with total sales of 42,727 units in the
domestic market. And they are aiming for a proposed growth of
around 44% for the current fiscal year. So considering the fact that
they have invested more than Rs 800 crores till now in India their
growth result has been excellent.
Today a variety of Honda used cars are buyable from the car
dealerships, used car dealers, car websites and car owners. Honda
cars are the luxury cars. Honda car reviews give a hint of its

22
performance and potential. But if the dream of buying a Honda car
seems impossible then go for used cars. Find the used cars dealers
and get broader picture about the car prices. Go for extensive car
search to find the car at best affordable prices.

Sales and Distribution Network

Honda Siel Cars India has a strong sales and distribution network
spread across the country. The network includes 105 facilities in
62 cities. HSCI dealerships are basedon the ―3S Facility‖ (Sales,
Service, Spares) format, offering complete range of services to its
customers.

Honda Philosophy

The Honda Philosophy expressed in this illustration shows the

Company Principle, Management Policies and the ‗Honda Way‘
based upon the fundamental beliefs of ‗Respect for the Individual‘
and ‗The Three Joys‘

23
24
Fundamental Beliefs:

25
Company Principle:

26
SHOWCASE MANUFACTURING FACILITY

HSCI‘s state-of-the-art manufacturing unit was set up in 1997 at

Greater Noida, U.P with an investment of Rs. 450 crore. The
green-field project is spread across 150 acres of land (over
6,00,000 sq. m.).
The initial installed capacity of the plant was 30,000 cars per
annum, which was thereafter increased to 50,000 cars on a two-
shift basis. The capacity has further been enhanced to 1,00,000
units annually in February 2008. The capacity expansion was
necessitated by the excellent performance of all the Honda models,
particularly the growing demand for City in India. Several
modifications were done by the company with the objective of
offering higher quality products to its customers, faster and
quicker. The expansion process also included expansion of the
covered area in the plant, from 1,07,000 sq.m to 1,31,794sq.m.
HSCI currently produces the newly launched Honda Jazz, City,
Civic and Accord models in India and the premium SUV, CR-V is
sold as a fully imported unit from Japan.
The company operates under the stringent standards of ISO 9001
for quality management and ISO 14001 for environment
management. Sales and Distribution Network Honda Siel Cars
India has a strong sales and distribution network spread across the
country. The network includes 105 facilities in 62 cities. HSCI
27
dealerships are based on the “3S Facility” (Sales, Service,
Spares) format, offering complete range of services to its
customers.

PRODUCT RANGE

Honda Siel Cars‘ product range in India includes the Honda Jazz,
City in the mid-size segment, Civic in the Lower D segment and
Accord in the luxury segment and third generation all-new CR-V
(both 2.0L 2 WD and 2.4L 4WD) in the SUV segment. While the
City , Civic and Accord are manufactured at the company‘s plant,
the CR-V is imported from Japan as a Completely Built Unit.

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Honda Jazz

The Jazz is a segment-defining car that has won accolades and adoration all
over the world. Widely acclaimed for its dynamic styling, spacious interiors,
versatile utility and remarkable performance, the Honda Jazz brings added
fun and excitement to the driving experience.

The Jazz‘s dynamic performance is achieved by a newly developed

four-cylinder 1.2-liter i-VTEC engine, featuring Programmed Fuel
Injection that delivers maximum output of 90 PS (66 kW) @ 6,200
rpm and Torque of 110 Nm (11.2 kg-m) @ 4800 rpm while
giving impressive fuel economy of 16.1 km/l, as per ARAI test
data. Jazz is available in 5-speed manual transmission with gear
ratios optimized for a sporty driving experience, while ensuring

29
good fuel economy. The Drive by Wire throttle control system
enables precise control of the vehicle while driving.
Safety of passengers and pedestrians is a top priority for Honda
and all safety equipment is standard across all variants. The
Honda Jazz comes fully loaded with various active and passive
safety features including ABS (Anti-Lock Braking System) with
EBD (Electronic Brake-Force Distribution System), Dual SRS
airbags and pre-tensioner seat belts. Honda‘s Advanced
Compatibility Engineering Body (ACE) and G-CON (G-Force
Control Technology) provide a high integrity survival zone that
enhances self-protection and better compatibility in collisions with
other vehicles. Honda‘s Pedestrian-injury reduction body design
helps protect pedestrians from injury in the event of a collision.
The Jazz practicality has been enhanced with three - mode ―Magic
Seat‖ configuration to achieve multiple seating and cargo-carrying
configurations for long or tall objects in addition to the standard
five-passenger mode.

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HONDA CITY

All-New City

Honda Siel Cars India, launched its all-new Third Generation

Honda City with a completely new design, new engine, spacious
cabin and equipped with various active and passive safety features.
With its aesthetically appealing strong & sleek exterior style, the
third generation Honda City is sure to be the most stunning car on
Indian roads. The all-new City‘s unique ‗Arrow Shot Form‘ design
gives it a powerful and imposing presence. Seen from the front, the
streamlined grill and sharp headlights deliver a distinctive road
presence. With the City‘s shortened rear end, the aerodynamic
looking rear combination lights enhance its sporty looking tail

31
design. The new City offers 15 inch wheel base and the design
contribute to making the Arrow-shot form even more impressive.

The new Honda City has bagged several awards including 3 Car
of the Year and the prestigious ICOTY (Indian Car of the Year)
2014. The model made a clean sweep in the viewers‘ choice
category winning all 3 awards announced by NDTV Car India &
Bike India Awards, UTVi Autocar Awards and CNBC TV 18
Overdrive Awards. These awards truly exemplify the experts‘ as
well as the customers‘ admiration and trust in the product.

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Honda Civic

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

The Civic is Honda‘s largest selling model globally and is now

sold in approximately 160 nations and regions worldwide. The
Civic made its debut, with a two-door model in July 1972,
followed shortly by a three-door version. The series was a major
hit, especially among young people and for three consecutive
years, from 1972 to 1974, the Civic won the ‗Car of the Year
Japan‘ award. Civic‘s development process contrasted completely
with Honda tradition. Rather than pursue development based
primarily on the vision of Company founder Soichiro Honda, the
Civic‘s development team traveled to various world markets,
33
gained local knowledge and experience first-hand, and then set
about creating a car that "is needed right now."
Overseas production of Civic began in Indonesia in 1975, and
Civic vehicles are now made in 11 countries, including North
America, Europe, Asia and South America. Total cumulative
production of Civic models at the end of calendar 2004 was
approximately 16 million units—making it one of the most popular
models in Honda history.

The eighth-generation Civic was launched towards the end of 2005

in the US and early 2006 in Japan. It already has the distinction of
being voted as the top car in different markets and categories.
Some of these include:

 "Car of the Year" at the prestigious Detroit Auto Show 2006.

 "Red dot: best of the best" award for highest design quality in
Europe.
 2006 ‗Car of the Year‘ by the Automobile Journalists
Association of Canada (AJAC).
 2006 "North American Car of the Year" presented by a group
of 49 international automotive journalists.
 "Top Safety Pick - Gold" award by the Insurance Institute for
Highway Safety (IIHS) for earning "Good" ratings in frontal,
side impact and rear impact tests and measurements.

34
  2007 „Indian Car of the Year‟.

HONDA AMAZE

The Honda Amaze, also known as the Honda Brio Amaze,[1] is a

four-door subcompact sedan produced by Honda. It is the sedan
version of the Brio. Honda launched the Amaze in India on April
11, 2013 and was developed at Honda R&D Asia Pacific Co., Ltd.
located in Bangkok, Thailand. The Amaze is available
in petrol and diesel engine.

35
Civic Hybrid

The launch of the Civic Hybrid in June 2008 is the fulfillment of

yet another commitment HSCI made to its customers - of bringing
in latest technologies and models from Honda's global line-up. It
also seeks to strengthen HSCI's efforts towards the protection of
the environment and conservation of energy sources.

36
The Honda Civic Hybrid System features a 3-stage i-VTEC + IMA
that employs Honda's 1.3L i-VTEC (Variable Valve Timing and
Lift Electronic Control) engine to provide three stages of valve
timing (low-speed, high-speed, and cylinder idle mode), combined
with a compact and efficient electric motor, Honda's IMA
(Integrated Motor Assist) system. Together with highly efficient
CVT transmission, the system provides nearly 47% enhanced fuel
efficiency than a regular 1.8L Civic AT without compromising on
driving performance.
The Civic Hybrid can deactivate all four of its cylinders and
operate using only the electric motor in certain steady-state
cruising situations. In addition, the internal combustion engine is
switched off when car comes to a stop while the brake pedal is
pressed. These factors contribute greatly to the reduction of fuel
consumption and emissions, particularly in city traffic. Apart from
sleek, aerodynamic exteriors and new-age luxurious interiors,
Honda Civic Hybrid offers the best in safety technology, including
Active Headrest and four SRS Airbags (driver, assistant and side
air bags), besides other safety features.

37
Accord 8th Generation

Honda Siel Cars India Ltd, announced the launch of its premium,
upscale All-new Eighth Generation Honda Accord in India. The
All-new Accord comes with 5-speed Manual Transmission and 5-
speed Automatic transmission with Paddle shift, to give the
exhilarating experience of F-1 racing. The AT now has Shift
Holding System which avoids unnecessary gear shifting on
winding roads and helps in hassle free drive.
The handling is another key improvement in 8th Generation
Accord. The chassis and the body have been renewed by
introducing Honda's latest technology to achieve best in class

38
handling. Together with Variable Gear Ratio (VGR) steering, the
new Accord becomes quicker and more agile despite its big size.
The new Multi − Link Rear suspension aids in stable driving.

Safety of passengers and pedestrians is a top priority for Honda.

The new Accord is equipped with the best of safety technologies,
with intelligent six airbags, including side curtain air bags,
Advanced Compatibility Engineering (ACE) body and G-Force
Control Technology (G-CON) for enhanced safety of the vehicle
occupants during a collision. The use of high-tensile steel has been
considerably increased improving torsional rigidity, while also
achieving major weight savings.

The interior design blends luxury with advanced functionality

including eight-way power seat adjustment with lumbar support,
tilt and telescopic steering wheel, an advanced audio system with a
centre multi−selector and USB port. As in India, this car is mainly
chauffeur driven, HSCI has customized some features to suit the
Indian customer 's driving habits. So, the car has rear audio
controls, rear AC vents and reading lights at the rear.

The Honda Accord will be available in three types in both

Automatic and Manual transmission − Accord 2.4, Accord 2.4
Elegance and Accord 2.4 Inspire.

39
The 8th generation Honda Accord that was launched in May 2008
won the UTVi Autocar Best Luxury Car .

HONDA MOBILO

Honda's first MPV for the Indian automobile market -the Mobilio-
is undoubtedly an overall good product. Now that we have driven
the car and know everything about it, here's why we think that the
Mobilio is a much better product than its rivals - Maruti Ertiga and
Chevrolet Enjoy.

Mileage
Powered by the country's most frugal diesel engine - the 1.5-litre i-
DTEC, the Mobilio delivers an impressive 24.2Km/l. On the other
hand, Ertiga and Enjoy are powered by a 1.3-litre multijet diesel
engine and claim a mileage of 20.77Km/l and 18.2Km/l,
respectively.

40
The petrol version of the MPV houses a 1.5-litre i-VTEC unit,
which also powers the Honda City. Interestingly enough, this
engine returns 17.3Km/l, which is again better than that of the
Ertiga and Enjoy's petrol models.

HONDA BRIO

Honda had unveiled the concept version of the Brio at the 2010
Indian Auto Expo. After about a year and a half, the company is
now ready to launch the Brio in India.The Brio is powered by a 4-
cylinder, 1.2 L (73 cu in) L12B i-VTEC gasoline engine delivering

41
88 PS (64.7 kW; 86.8 bhp). It is available with either a 5-
speed manual or a continuously variable transmission. The car is
certified to deliver a combined mileage of 19.4 km/L (55 mpg-imp;
46 mpg-US)16.5 km/L (47 mpg-imp; 39 mpg-US) with manual and
automatic transmission respectively on the indian cycle.Safety
equipment includes dual front airbags, anti-lock braking
system, electronic brakeforce distribution and front
pretensioner seat belts. The driver's side airbag featuremulti-stage
inflation. The front body is designed to absorb impact energy for
better pedestrian protection.

42
HONDA CR-V

The 3rd generation CR-V was introduced in November 2006. The

all-new, third generation Honda CR-V offers its customers a
distinctive combination of ‗the comfort of a sedan with the thrills
ofa SUV‘.

The engine is a 2.4-liter DOHC i-VTEC, which delivers a powerful

torque of 162 ps @ 5,800 rpm. Realtime 4WD is a unique feature

43
of the car which is the first in its class. The Realtime 4WD
intelligently detects adverse road conditions and switches to 4-
wheel drive instantly. In normal conditions the all-new CR-V
operates in front wheel drive mode but in wet, muddy roads or off-
road conditions, it automatically switches to 4-wheel drive
instantly. An enlarged clutch and stiffened transmission parts help
distribute 20% additional torque to the rear wheels which ensures
smooth drive in bad road conditions without compromising on
safety or fuel consumption.

HSCI recently introduced the 2.0L 2WD (2-Wheel Drive) Honda

CR-V which is more agile & has a sporty handling. The new
lighter engine gives good fuel efficiency, without compromising
on performance. The CR-V currently enjoys 37% market share in
its segment.

Sales Performance

The cumulative sales of the company during the Financial Year

period April‘ 08– Mar‘ 09 was 52,420 units.

44
Environment and Safety

The Honda Group is globally recognized for its concern towards

environment, safety and conservation of the society in which it
operates. HSCI follows the same in India for achieving high
standards in environmental safety in the various processes of car
manufacturing.

Corporate Award and Accolades

 ICOTY 2009 - New Honda City

 NDTV Profit – Car India & Bike India Awards 2009

 Car of the Year - Honda City
 Mid-Size Car of the Year - Honda City
 Viewers‘ Choice Car of the Year – Honda City

 CNBC TV – 18 Overdrive Awards 2009

 Viewers‘ Choice Car of the Year – Honda City
 Green Award - Civic Hybrid

45
 BS Motoring Awards 2009
 Car of the year – Honda City

 Zigwheels Awards 2008

 Car of the Year - Honda City
 Sedan of the year - Honda City

 UTVi Autocar Awards 2009

 Viewers‘ Choice Car of the Year - Honda City
 Best Design Award – Honda City
 Best Luxury Award – Honda Accord
 2009 Green Award – Civic Hybrid

 Apollo Tyres Auto India Best Brand Survey Awards 2009.

 Very Reliable
 Environmental Friendly
 Good Advertising

46
 OBJECTIVES OF THE STUDY

The study has been under taken to analyze the consumer behavior

towards all variant of HONDA SIEL in Gr.Noida (U.P) with a

special reference to the HONDA SIEL, the other objectives are:

 To gather information about consumer behaviour toward

HONDA SIEL in the geographic region of NCR and (U.P).

 To know the customer perception about features, low

maintenance cost and looks of HONDA SIEL.

 To know the consumer behaviour about the safety and

comfort provided by HONDA SIEL.

 To provide suggestions, in improving the customer

satisfaction and the company sales and profitability

To know the customer satisfaction towards the after sales service

offers by THE HONDA SIEL.

47
 LITERATURE REVIEW

Dr.N.Chandrasekaran investigated the wants of the customer are

carefully studied by conducting surveys on consumer behavior.

The study also helps to know various marketing variables such as

price and product features. This study will help gain knowledge

about the influence of consumer to prefer a particular brand and

the problems faced by them using such brands.

Dr.S.K.Sinha&Ajay Wagh examined that India is one of the

fastest growing telecommunication markets of the twenty first

century. The common man, artisans, agricultural labours, vendors

and workers from every walk of life are comfortably using the

services provided by telecom industries. The potential of capturing

market segment will surely depend upon understanding dynamics

of customer‘s preference.

48
According to Lewis &Boom service quality is considered as a

measure of how well the service delivered matches customers

expectations on providing a better service than the customer expect

organizational brand promotional strategies should be based on

developing innovative offers &products, developing cost friendly

value driven packages and tariffs, offering quality services after

sales service & ability to make calls without getting cut off &also

to provide cheaper cost of calls to other networks.

Dr. C. Annandan&M.Prasanna Mohan Raj &Mr.S.Madhu

examined the new mantra of all FMCG giants is; To get rich, sell

to the rural,. So they have started marketing programs to explore

the untapped segment of rural markets. As far as FMCG is

concerned, the market penetration and consumption in rural areas

is low so there is an opportunity for marketers to utilize the market

effectively. Another key positive aspect is the current government

focuses on rural areas.

49
Understanding the rural customers.Inadequate data on rural

markets.Reaching of products or services to 6.4 lakhs villages for

poor infrastructure facility.

Rachel Dardis, HoracioSoberon-Ferrer investigated the

consumer decision making is multinational, that is consumer

choices are not base on a single product attributes, instead

consumers view products as bundles of attributes. Product

attributes (automobile attributes) as well as household

characteristics. In both instances, the higher the value of the cost

index or the Trouble Index, the more unsatisfactory the car is

relative to other cars. A better educated household might be more

informed about the performance properties of Japanese cars and

attracted by the higher value reliability of these cars.

50
RESEARCH METHODOLOGY

Data source: Primary and secondary

Data approaches: Questionnaire

Sample Size: 130

Sample procedure: Convenience sampling

Research Design: Descriptive

Definition of Research:-

Research in common parlance refers to a search for

knowledge. Also can be defined as a scientific and systematic
search for pertinent information on a specific topic. Research
is a careful investigation or inquiry especially through search
for new facts in any branch of knowledge.

RESEARCH DESIGN

The research design comprise of the plan and structure of

investigation conceived so as to arrive at the responses to the
research queries. It there by addresses the aims and
objectives of the study, both descriptively and analytically.

51
SAMPLING TECHNIQUE

The sampling technique adopted for the study is non-

probability random sampling technique according to the
convenience of the researcher. A questionnaire was
administrated to different software companies to obtain data
for the purpose of analysis.

SAMPLE SIZE

Data is collected using a sample of 130 respondents.

SAMPLE DESCRIPTION

The sample mainly consist of data from various sources that

are utilized for the purpose of this study. This is done by
means of administrating questionnaire to in automobile
company in Greater Noida. Secondary data like company
journals, newspaper, records, manuals etc. were also relied
on for retrieving further information.

52
DATA ANALYSIS AND INTERPRETATION

DATA ANALYSIS

Data collection took place with the help of filling of

questionnaires. The questionnaire method has come to the more

widely used and economical means of data collection. The

common factor in all varieties of the questionnaire method is this

reliance on verbal responses to questions, written or oral. I found it

essential to make sure the questionnaire was easy to read and

understand to all spectrums of people in the sample. It was also

important as researcher to respect the samples time and energy

hence the questionnaire was designed in such a way, that its

administration would not exceed 4-5 mins. These questionnaires

were personally administered.

The first hand information was collected by making the people fill the
questionnaires. The primary data collected by directly interacting
with the people. The respondents were contacted at shopping malls,
markets, places that were near to showrooms of the consumer durable
products etc. The data was collected by interacting with 130
respondents who filled the questionnaires and gave me the required
53
necessary information. The respondents consisted of housewives,
students, businessmen, professionals etc. the required information
was collected by directly interacting with these respondents

54
DATA INTERPRETATION AND ANALYSIS

Q1- Why you decide to purchase a car ?

RESPONSE NO. OF RESPONDENT

Increase in disposable income 21

Better safety at road 13

Family needs 52

Increase in family size 18

Suits yours lifestyle and 26

personality
TOTAL 130

55
 INTERPRETATION

As per the analysis, most consumers consider ―the family

needs‖ as the most important reason for purchasing a car. This
shows that majority of consumer i.e. 40% decided to purchase a
car due to their family needs followed by 20% of the
consumers, who decided to buy a car ―to suits their lifestyle and
personality, while 16% of the consumers buy a car because of
increase in disposable income. Only14% and 10% of the
consumer go for buying a car due to ―increase in family size‖
and ―better safety at roads‖ respectively.

56
Q2- In which segment you purchase your car?

RESPONSE NO. OF RESPONDENT

Hatch back 38

Saloon/ Sedan 22

SUV 24

MUV 46

TOTAL 130

57
 INTERPRETATION

The analysis shows that majority of consumer i.e. 48%

preferred to purchase their car in hatch back segment followed
by 23% consumer who preferred to purchase their car in SUV
segment, 18% consumer preferred to purchase their car in
MUV segment, Rest of the 15% consumer preferred to purchase
their car in Saloon / Sedan segment. majority of consumer.

58
Q3- Within how much interval you change your car?

RESPONSE NO. OF RESPONDENT

1 year 13

2 year 32

3 year 49

4 year 26

TOTAL 130

59
 INTERPRETATION

The analysis shows that generally consumers change their cars

within a period of three years(38%). 32% of the consumers do it in
2 years & 20% consumer do it in 5 year or above, while
rest(10%) in 1 year. Thus it means that majority of people change
their cars in three years.

60
Q4- From where you collect the information?

RESPONSE NO. OF RESPONDENT

Company website 26

Dealer 16

Newspaper & magazine 34

Friends & relatives 54

Other sources 0

TOTAL 130

61
 INTERPRETATION

According to the analysis, most of the consumers surveyed

collected the information from their friends and relatives(42%)
followed by newspaper and magazines(26%) and the company
website(20%).Only 12% of the consumers take information from
the dealer.

62
Q5- Which source influence you most to purchase car?

RESPONSE NO. OF RESPONDENT

Article in newspaper & 12
magazine
Advertisement in news paper 32
& magazine
Television 26
On line promotion 21
Frends 39
& relative
TOTAL 130

63
 INTERPRETATION

As per the analysis, most of the consumers are influenced by their

friends and relatives (30%) followed by advertisements in
newspaper & magazines (24%) and television (20%). 16% of the
consumers are influenced by online promotion, while only 10% are
influenced by articles in newspaper & magazine.

64
Q6- Which factor you consider most before selecting a car?

RESPONSE NO. OF RESPONDENT

Brand 21

Price 26

Technology 10

Feature of car 39

Safety and standard 9

Finance facility 16

Dealership network 10
TOTAL 130

65
 INTERPRETATION

The analysis shows that most of the consumers (30%) considers

―features of the car‖ as the most important factor before selecting a
car followed by ―price‖(20%) and ―brand‖(16%). 12% of the
consumers consider ―finance facility‖, while 8% consider the
―dealership network‖. Surprisingly, only 3% of the consumers
consider the ―technology‖ factor!

66
Q7- Which feature you consider most to compare with other
car?

RESPONSE NO. OF RESPONDENT

Mileage 31

Pickup 13

Stability on road 18

Top speed 8

Handling 21

Comfort 39

TOTAL 130

67
INTERPRETATION

According to the analysis, the majority of the consumers(30%)

consider the ―comfort‖ factor while comparing with other car. 24%
consider ―mileage‖, 16% consider ―handling‖, 14% consider
―stability on road‖ and 10% consider ―pickup‖. Just 6% of the
consumers surveyed are interested in the ―top speed‖ factor.

68
Q8- Will you test drive your car before purchase?

RESPONSE NO. OF RESPONDENT

Yes 130

No 00

Total 130

INTERPRETATION

As per the survey, all of the consumers want to test drive their car
before purchasing it.

69
Q9- Does media play any role in your purchase decision?

RESPONSE NO. OF RESPONDENT

Very much 39

Some role 73

No role 18

TOTAL 130

INTERPRETATION

As the chart shows, majority of the consumers(56%) agree that

media play some role in their decision, while 30% consider that
media play a big role in their decision. 30% of the consumers

70
surveyed say that media doesn‘t play any role in their decision of
buying a car.

Q10- Which media influences your decision of purchase most?

RESPONSE NO. OF RESPONDENT

Newspaper & magazine 39

Television 57

On line promotion 27

Other sources 6

TOTAL 130

71
 INTERPRETATION

The analysis shows that Television‖ is the most influencing media

affecting the decisions of about 42% of the consumers. 30% of the
consumers are influenced by Newspaper and Magazines, while
22% are influenced by Online Promotion.

72
Q11- How will you finance your car?

RESPONSE NO. OF RESPONDENT

Cash 26

Bank loans 58

Pvt. Financial institution 36

Friend and relative 10

TOTAL 130

73
 INTERPRETATION

According to the analysis, bank loan is the favorite choice among

the several financing options. 44% of the consumers chose the
bank loan as their finance option. 28% of the consumers selected
Pvt. Financial Institutions, while 20% chose cash as their finance
option. 8% would ask their friends and relatives for financing their
car.

74
Q12-Who is mostly like to purchase car ?

RESPONDENT NO. OF RESPONDENT

Male 91
Female 39
Total 130

INTERPRETATION

According to analysis, male are more like to purchase car in

comparison of female but there are some difference between male
and female. According to given data male are in 70% and female
are in 30%. But females have big hand in decision of purchase car.

75
Q 13-Do age have main role in decision of purchase car?

AGE OF RESPONDENT NO. OF RESPONDENT

Under 18 year 13
Above 18 & below 30 year 52
Above 30 & below 45 year 39
Above 45 years 26
TOTAL 130

76
 INTERPRETATION

According analysis, above 18 and below 30 years ages persons

mostly play role in decision of car purchase. 40% people are plays
main role in car purchase are belongs to above 18 & below 30
years old. 10% people are plays role in car purchase are belongs to
Under 18 years old.
30% people are plays role in car purchase are belongs to above 30
& below 45 years old.
20% people are plays role in car purchase are belongs to above 45
years old.

77
Q14- If you have choice in chooses a car which have low price
and same features in comparison of HONDA siel car, which
car do you like to purchase?

RESPONSE RESPONDENT
HONDA‘s cars 78
Other cars 52
TOTAL 130

INTERPRETATION

According to analysis 60% persons prefer to Honda siel cars and

40% person prefer to purchase other branded cars.

78
Q 15- Do brands are important role play in decision of car
purchase ?

(1) Yes
(2) NO

RESPONSE RESPONDENT
Yes 130
No 00
TOTAL 130

INTERPRETATION

According to analysis, 100% persons prefers to brand.

79
FINDINGS

Based on the data gathered by administrating schedules to

customers the following observations are made.

 Honda Siel Suzuki has excellent percentage of customer

behaviour according to the data shown in table 1 of the data

analysis and Interpretation topic.

 Most of the people are satisfied with its low maintenance cost

and after sales service provided by Honda Siel.

 Based on the fuel consumption, most of the people are

satisfied with it.

 Based on Safety and Comfort, Design, Space, Maintenance

most of the people are satisfied with it.

 Large numbers of Honda user are aware of its power steering.

 If we took the satisfaction level of people toward Honda, it

becomes good.

 Its features and style satisfy most of the people

80
SUGGESTIONS AND RECOMMEDATION

1. Focus advertising on children and female as well:

Our research revealed that the buying decisions for car are
influenced by the spouse and children. Therefore Honda make an
equal effort to attract them as well.

2. Newspaper partners.
Our research revealed Times of India to be the favorite and most
read newspaper among 51% of the customers. Moreover the
general time spent by them on the newspaper is 30min. to an hour
which can help Honda to show their advertisement in this
newspaper and also on some other pages apart from the front page
or back page that may prove to be cost beneficial in the long run.

3. Television channel:
With the help of this research it was found that NDTV is the most
viewed channel followed by MTV and CNBC. So Honda can
show their advertisement on the following channels to ensure
maximum visibility. Also family channels colors seem to be
emerging leader in the future which was second to star plus. Also

81
the favorite time slot was 7:30 pm to 11pm which is recommended
for the Honda advertisements.

4. Factor considering before selecting a car.

Through factor analysis 7 factors consider. So if feature of car is
important attribute for a customer its brand & technology will also
be desired. Therefore efforts on any of the variables will lead to
one common factor that customer demand.

The seven factor that consumer should focus on are

 Brand \
 Price
 Feature of car
 Finance facility

5. Presence in A segment.
With Maruti being the leader in this segment Honda enter this
market to gain larger profits as majority of the Indian customer are
in the entry segment of car.

6. Dealer‟s limited to urban town and cities.

The showrooms and dealers of Honda are limited to urban town
and cities where as other player like Maruti and Hyundai have a

82
much better reach to Indian customer as compared to Honda. It is
recommended to open new dealerships at sub urban area as well.

7. Providing more luxury than competitors

Honda should focus on providing the best in class feature and
luxurious experience to its customers to improve its sale and
customer loyality.

8. Effective pricing strategies

Honda product are generally priced higher than the competitors.
There should be effective pricing strategies and analysis to ensure
maximum profit for the company.

9. Foray into MUV segment

MUVs in India include the presence of Tata Sumo, Chevrolet
Tavera, Toyota Innova etc. An offering in a pickup type truck
would be profitable, even if priced under competitors. This will
also help to capture the rural markets with 70% of the people living
in rural area in India

83
10. Event and Sponsorships:
Sports and cars have always been life of the young generation.
There should be association of the brand with sports like cricket
etc. helping them to accelerate their sales.

11. Give the customer a reason to respond:

Company should offer powerful incentive for reading email pitches
and online ads, like email trivia games etc. Even on interactive
games on websites may attract youngsters and increase the brand
awareness as was done by Chevrolet Spark and Tata Nano.

12. Conduct regular customer survey to understand the

changing needs of the consumer.

13. Create product differentiation:

Improving features, implementing innovations in the
manufacturing process and in the product itself making cost
effective products to meet the demand of the industry

84
 LIMITATIONS

Although the study was carried out with extreme enthusiasm and
careful planning there are several limitations, which handicapped
the research viz,

1. Time Constraints:
The time stipulated for the project to be completed is less and
thus there are less chances that some information might have
been left out, however due care is taken to include all the
relevant information needed.

2. Sample size:
Due to time constraints the sample size was relatively small and
would definitely have been more representative if I had
collected information from more respondents.

3. Accuracy:
It is difficult to know if all the respondents gave accurate
information; some respondents tend to give misleading
information.

85
4. Respondents:
It was difficult to find respondents as they were busy in their
schedule, and collection of data was very difficult. Therefore,
the study had to be carried out based on the availability of
respondents.

86
 CONCLUSION

As we studied that automobile industry is totally based on

consumers and their purchasing decision. Today, the customers are
influenced by the brand name and model. As the income level is
rising, International and domestic models and brands are within the
reach of the customers. To increase the number of customers, deep
study of their purchase behavior is required. There is a great
influence of preference group, relatives and advertising, on the
customers.

The project titled Consumer Behavior At The Time Of Car

Purchase is a step towards providing the Honda Siel Cars Ltd.
with the detailed profile of the consumer buying behavior.
The study reveals that the large group of consumer is influenced to
purchase car by their friends and relatives (30%) followed by
advertisements in newspaper & magazines (24%) and television
(20%). Customer always prefers brand, features of car and
technology more than other components. They consider most on
Mileage (Km/Ltr), Pick up, speed and comfort feature to compare
with other car. Every customer wants to test drive car before
purchase.

87
Television is the source of media which influence purchase
decision most followed by Newspaper and MagazinesTo
promoting all these things Media plays a very important role and
greatly influences the customers in their purchase decisions.
Therefore, company should consider the above stated points in order
to analyze the consumer buying behavior at the time of car purchase.

88
 REFERENCES

 Text References:

 ICMR - Marketing Management.

 Kotler and Keller, Marketing Management/ South
Asian Perspective, 12th Ed.

 Website References:

 www.hondacarindia.com
 www.hondaindiadirectfeedback.com
 www.Apollotyres.com
 www.carwaale.com
 www.cisco.com
 www.edmunds.com
 About.com

 Magazines:

 Autocar India.
 Overdrive.

89
 QUESSTIONAIRE

CONSUMER BEHAVIOUR AT THE TIME OF CAR

PURCHASE
Name – _____________________ Age - _______
Occupation- __________________
Annual income-
(1) 4 – 6 Lac. (2) 7 – 8 Lac. (3) 9 -10 Lac. (4) Above
10 Lac.
No. of Family member –_______________
Email Id –_____________________
Present Car (s) owned-________________________
Media preferences - Newspaper read mostly –
_____________________
News channel seen frequently -
___________________

90
Q1- Why you decide to purchase a car ?
(1) Increase in disposable income
(2) Better safety on road
(3) Family needs
(4) Increase in family size
(5) Suits your life style & personality

Q2- In which segment you purchase your car?

(1) Hatch Back
(2) Saloon / Sedan
(3) SUV
(4) MUV

Q3- Within how much interval you change your car?

(1) 1year
(2) 2 year
(3) 3year
(4) 5 or more year

91
Q4- From where you collect the information?
(1) Company website
(2) Dealer
(3) Newspaper & Magazine
(4) Friends & Relative
(5) Other source( plz. Specify )

Q5- Which source influence you most to purchase car?

(1)Article in newspaper & magazine
(2)Advertisements in newspaper & magazine
(3)Television
(4)On line promotion
(5)Friends & Relatives

Q6- Which factor you consider most before selecting a car?

(1) Brand
(2) Price
(3) Technology
(4) Feature of car
(5) Safety standard
(6) Finance facility
(7) Dealership network

92
Q7- Which feature you consider most to compare with other car?
(1) Mileage (Km./ltr.)
(2) Pick up
(3) Stability on road
(4) Top speed
(5) Handling
(6) Comfort

Q8- Will you test drive your car before purchase?

(1) Yes
(2)No

Q9- Does media play any role in your purchase decision?

(1) Very much
(2) Some role
(3) No role

Q10- Which media influence your decision purchase most?

(1) Newspaper & Magazine
(2) Television
(3) On line promotion
(4) Other source ( plz. Specify) __________________

93
Q11- How will you finance your car?
(1)Cash
(2)Bank loan
(3) Financial Institution
(4) Friends & Relatives

Q12-Who is mostly like to purchase car ?

(1) Male
(2) Female

Q 13-Do age have main role in decision of purchase car?

(1) Under 18 year

(2) Above 18 & below 30 year
(3) Above 30 &below 45 year
(4) Above 45 year

Q14- If you have choice in chooses a car which have low price and
same features in comparison of HONDA siel car, which car do you
like to purchase?

(1) HONDA cars

(2) Other car

94
Q 15- Do brands are important role play in decision of car
purchase ?

(3) Yes
(4) NO

Signature of respondent.
Thank you.

95