SR.NO.

CONTENT PAGE NO

1 Introduction about Automobile Industry 1

2 Introduction of HONDA Motors 3

3 Introduction of Navsarjan Motors 7

4 Product Profile 9

5 Background of the study 17

6 Overview of the project 19

• Objective of the study

• Scope of the study
• Limitation of the study

7 Research Methodology 21

• Research Design
• Data Collection Method
• Research Plan
• Sampling Method
• Tools for Data collection
• Data Analysis

8 Data Analysis 24

9 Findings 41

10 Recommendations & Suggetion 43

11 Conclusion 45

12 Annexure 47

• Synopsis
• Questionnaire
• List of Respondents
13 Bibliography 54
 SR.NO. STATEMENT PAGE NO.

1 Age of Respondents 25

2 Resopondents havingTwo wheeler 26

3 Companywise two wheeler respondents 27

possess

4 Parameters taken into consoderationwhile 28

purchasing two wheeler

5 AwarenessAbout Navsarjan Motors 29

6 Awareness regardingAdvertisement of 30
Navsarjan Motors

7 Effectiveness of Advertisement 31

8 Medium through which respondents have 32

seen advertisement of Navsarjan Motors

9 Respondents perception regarding whether 33

navsarjan motors is using effective medium
for advertisement

10 Popularity of different two wheeler show 34

rooms advertisement among respondents of
Bharuch city

11 Awareness about Sales Promotion activity 35

12 Awareness abour kind of Sales Promotion 36

activity

13 Opinion regarding the effectivemedia for 37

 promotion of two wheeler

14 Respondents opinion regarding tool for Sales 38

promotional activity

15 Opinion regarding most influenced factor for 39

purchase

16 Respondents opinion regarding increases in 40

Advertisement would increase sales
 HISTORY OF AUTOMOBILE INDUSTARY

The history of the automobile industry in India actually began about 4000 years ago when
the first wheel was used for transportation. In the early 15th centuary, the Portuguese arrived in
China and the interaction of the two cultures led to a verity of new technologies, including the
creation of a wheel that turned under its own power. By the 1600s, small steam-powered engine
models were developed, but it was another century before a full-sized engine-powered
automobile was created.

The dream a carriage that moved on its own was realized only in the 18th centuary when the
first car rolled on the streets. Steam, petroleum gas, electricity and petrol started to be used in
these cars.

The automobile as, prograssed, was a product of many hand, of revolution concepts and 0
dimple almost unnoticed upgrading.

India’s transport network is developing at a fast place and the automobile industry id going
too. The automobile industry also provides employment to a large section of the population.
Thus the role of automobile industry cannot be overlooked in Indian economy. All kinds of
vehicles are produced by the automobile industry. It includes the manufactures of the trucks,
buses, passenger cars, defence vehicle, two wheeler, etc. The industry can be broadly devided
into the car manufacturing, two vehicle-manufacturing units.

The major car manufacturer in India are Hindusatn Motors, Maruti Udyog, Fiat India private
ltd., Ford India private ltd., General Motors India private ltd., Honda siel cars India ltd., Hyundai
Motors India ltd., Skoda India private ltd., Toyota Kirloskar Motors ltd.,to name just a few. The
two-wheeler manufacturing is dominated by companies like TVS,Honda Motorcycle & Scooters
India private ltd.,Hero Honda,Yamaha,Bajaj,etc. the heavy motors like buses, trucks, defence
vehicles, auto rickshaws and other multy-utility vehicles are manufactured by Tata-Telco, Ashok
Leyland, Eicher Motors,Bajaj and Mahindra & Mahindra.

The Indian automobiles industry is now striding inroads into the rural middle class after its
inroads into the urban markets and rural rich. It is trying to bring in varying products to suit
requirements of different class segment of customer. IN this section we will provide you with an
in-depth reading and understanding of the various aspects of the automobile companies in
India, automobile service station in India, petrol stations, car finance and insurance, the scope
of second hand car market in India, car accessories, automobile component and spares,
lubricant and some other useful information which you may like to have.
 HONDA’S HISTORY

Ever since the company’s establishment, Honda Motor Co.Ltd has striven to offer products of
the highest quality at reasonable prices by following its fundamentalbelief of bringing joy to
people around the world.While endeavouring to meet and exceed the expectations of customers
worldwide they at Honda aiso recognize the critical importance of providing products and
technologies and services that benefit society in such areas as environmental preservation and
traffic safety.

They believe that meeting these expectations a major goal for Honda is the spring board for
securing Honda’s feature.In rising to meet such challenges,Honda aims to enhance the quality
of life through products and services that reflects the sprit of today.Brining joy to people and
contributing to social development will continue to be the principles that guide them in to the
future.

Honda began business as a manufacturer of engines to power bicycles in 1948.Since then,it

has contributed to mobility of individuals and society by developing and providing
motorcycles,automobiles and other products.Promoting a corporate culture that emphasizes
respect for the individuals has enabled Honda to foster many unique for products ranging from
small general purpose engines to sports cars.

Honda’s basic philosophy stresses commitment to realizing customer satisfaction

worldwide.Sales,production and R&D functions have been localized to facilitate the
development and timely supply of products and services that meet customers needs in each
region.Today the company maintains more than 100 manufacturing facilities in 33
countries,which deliver approximately 10 million products annually.

As a corporate citizen,Honda takes its responcibilities concerning environmental and safety

issues seriously.Minimising environmental impacts is a key theme in all corporate
activities.Measurers to raise the efficiency of resources usages and decrease Carbon Dioxide
and pollutant emissions are promoted in R&D.Production and sales,while striving to contribute
to better mobility in society,Honda has maintained a focus on safety issues.In addition to
developing products with the highest safety standard.Honda has worked proactively to improve
traffic systems through such measures as safe-driving programmes.

ABOUT HONDA TWO-WHEELERS

Mumbai, Honda Motorcycle & Scooter India (HMSI) is eyeing sales of at least 2.5 lakh units
during January-March, which will see its production exceed the targeted one-million mark for
this fiscal.

Towards the end of March, the wholly-owned subsidiary of Honda will launch a new product,
tipped to be another gearless scooter on the lines of its successful 100cc Activa.

“We hope to end the year with 60,000 units more than the targeted one million and are well on
course to meeting the goal of 1.2 million units during 2009-10,” top HMSI officials told Business
Line. Its ancillary suppliers were, however, more upbeat reiterating that the company would end
up with somewhere close to 1.4 million units by the end of next fiscal.

This is also the time when HMSI will launch the 100cc motorcycle, a product segment where
Hero Honda, its India sibling, reigns supreme with the Splendor and Passion. HMSI is betting
big on its own offering, which is targeted at the youth and expected to weave the same magic as
the recently launched 125cc Stunner.

Market share

The company, which is less than a decade old, has a near 15 per cent market share in the two-
wheeler segment. Till December 2008, its production numbers for this fiscal totalled 7.96 lakh
two-wheelers, of which scooters accounted for 5.12 lakh and motorcycles took up the rest.

What is especially significant is that December saw the company sell 87,000 units in the
domestic market (exports account for 5-7 per cent), which was only behind Hero Honda’s 2.10
lakh two-wheelers (1.97 lakh of these being motorcycles).

HMSI was ahead of Bajaj Auto and TVS Motor for the second successive month and, with Hero
Honda, accounted for nearly three lakh units of the 4.6 lakh sold. This translated into an overall
market share of nearly 61 per cent for the combined Honda entity in India.

HMSI, which set up operations here less than a decade ago, is the clear leader in the gearless
scooter segment thanks largely to its flagship model, Activa, along with the Dio and Aviator. It
entered the motorcycle arena only in 2004 with the 150cc Unicorn whose performance was
never in doubt but was a let down in design and styling. The next motorcycle, the 125cc Shine,
was more contemporary and monthly sales average 18,000 units against the Unicorn’s 8,000.

It’s with the Stunner that HMSI has struck paydirt with monthly numbers closer to the 11,000-
unit mark already. In the process, the company’s sales of these three motorcycles between April
and December of this fiscal are close to 2.81 lakh units, more than the whole of 2007-08 at 2.78
lakh units. The Stunner was introduced this fiscal and has been the critical growth driver for
bikes since.
HONDA AVIATOR
Price:47,967

Type:4 Stroke,Single Cylinder,Aircooled,OHC

Displacement:102cc

Max power:7 bhp@7000 rpm

Oil capacity:0.8 Ltr

Ignition:Self & Kick

Battery:12v,5Ah

Fuel Tank Capacity:6 Litres

Seat Height:790mm

HONDA ACTIVA
Price:42,767

Type: 4 Stroke,Single Cylinder,Aircooled,OHC

Displacement: 102cc

Max power: 7 bhp@7000 rpm

Ignition: Self & Kick

Seat Height: 760mm

HONDA SHINE
 Price 50,513

Length 2015 mm

Width 730 mm

Height 1070 mm

Fuel Tank 11 ltr.

Capacity

Reserve Tank 1.3 ltr.

Capacity

Mileage 65 kmpl

Displacement 124.6 cc

Net Power 10.3 BHP @ 7500 rpm (7.68

KW)

Starting Kick / Self

System

Ignition Digital CDI (Multi Mapping)

HONDA UNICORN
 Price 63,442

Length 2095 mm

Width 750 mm

Height 1100 mm

Fuel Tank 13 ltr.

Capacity

Reserve Tank 1.3 ltr.

Capacity

Mileage 65 kmpl

Net Power 13.3 BHP @ 8000 rpm (9.9

KW)

Starting Kick / Self

System

Ignition Digital CDI (Multi Mapping)

HONDA STUNNER
 Price 54,047

Length 2012 mm

Width 734mm

Height 1113 mm

Fuel Tank 10 ltr.

Capacity

Reserve Tank 2ltr.

Capacity

Net Power 11 BHP @ 8000 rpm

Starting Kick / Self

System

Ignition Digital CDI (Multi Mapping)

 HONDA ETERNO

Price:44,340

Type: 4 Stroke,Single Cylinder,Aircooled,OHC

Displacement: 102cc
Max power: 7 bhp@7000 rpm

Ignition: Self & Kick

Seat Height: 760mm

HONDA DIO
Price:41,039

Type: 4 Stroke,Single Cylinder,Aircooled,OHC

Displacement: 102cc

Max power: 7 bhp@7000 rpm

Ignition: Self & Kick

Fuel tank size:6 litres

➢ The main purpose of the study is to find out effectiveness of advertisement & sales
promotional activity of Navsarjan Motors for Honda bikes.

➢ “Advertising is any paid form of non personal presentation & promotion of ideas, goods
or services by an identified sponsors”.
-Philip Kotler.

➢ Advertising offers a reason to buy a product so that it has to be well planned.

➢ “Sales promotion consist of diverse collection of incentive tools, mostly short term,
design to stimulate quicker or greater purchase of particular products or services by
consumers or the trade”
-Philip Kotler.

➢ Sales promotion offers an incentive to buy a product.

➢ It is an era of competition. Now a days competition prevailing every where. Every

product has its competitors in the market. For selling their products they show different
advertisements in different medias for knowing effectiveness of their advertisement and
promotion techniques.
➢ OBJECTIVE OF THE STUDY

➢ SCOPE OF THE STUDY

➢ LIMITATION OF THE STUDY
 OVERVIEW OF THE STUDY

The title of the study is “Find out the effectiveness of Advertisement & Sales promotional
activity of Navsarjan Motors for Honda two wheelers in Bharuch city”.

OBJECTIVES OF THE STUDY

➢ To find out the effectiveness of Advertisement & Sales promotional activity of Navsarjan
Motors for Honda two wheelers.

➢ To know whether there is any direct relationship between sales and Advertisement.

➢ To know whether sales promotional activities help in increasing sales or not.

SCOPE OF THE STUDY

➢ This study will be helpful to Navsarjan Motors in knowing whether customers are
influenced by Advertisement & Sales promotional activity, since it spends a lot of money
behind Advertisement & Sales promotional activity.

LIMITATION OF THE STUDY

➢ This study is limited to only Bharuch city, so the results may not be match with the
India’s overall scenario.

➢ I will have to rely upon the information given by respondents, which may not be fully true.

➢ Lack of professionalism in the research field since the researcher is a student.

➢ RESEARCH DESIGN
➢ DATA COLLECTION METHOD
➢ RESEARCH PLAN
➢ SAMPLING METHOD
➢ TOOLS FOR DATA COLLECTION
➢ DATA ANALYSIS
Marketing is the systematic design analysis & report of data & findings relevant to specific
marketing situation facing the company.

• RESEARCH DESIGN:

The survey was conducted by me in Bharuch city. The project report is based on the descriptive
research system.

Here the descriptive research design is the best for given topic because the main purpose of it
is exist at present. For taking opinion & filling the questionnaire I have used to go different areas
in Bharuch city.

• DATA COLLECTION METHOD:

For this project the data are being selected through two sources they are as follows.

Primary data: Primary data are those data which are collected for the first time. In primary data
I have used survey method. I have gathered data by interviewing 200 respondents with the help
of Questionnaire.

Secondary data: Secondary data are those data which are collected by some one for some
other purpose available for the present study. I have collected various information through
materials given by Navsarjan Motors & company’s website.

• RESEARCH PLAN:

For completing my study I have gone for sample study because looking at the size of population
& the time limitation it was not convenient for me to cover the entire population.

Sampling Unit: - In my study sampling unit comprises of people who are living in Bharuch city.
Sampling size :-Larger sample give more reliable results than small sample because the
analysis can be evaluate in good manner in large sample size. In my study I have taken 200
hundred respondents who are living in different areas of Bharuch city.

• SAMPLING METHOD:

There are many sampling methods from which I have taken area sampling & random sampling
method.

• TOOLS OF DATA COLLECTION:

For collecting data I have used Questionnaire & materials given by Navsarjan Motors.

• DATA ANALYSIS:

The data anlysis has been done with the help of graphs & tables in the report.
Age:

TABLE.1: Age of Respondents

AGE NO OF RESPONDENTS PERCENTAGE

Below 20 31 15.5

21-30 76 38

31-40 52 26

50 above 41 20.5

TOTAL 200 100

CHART.1: Age of Respondents.

AGE

21% 16%

Below20
21-30
31-40
50 above
26% 37%
On the basis of above analysis,it can be concluded that most of the respondents i.e.76 comes in
the age of 21-30 years & minimum respondents 31 comes in the age of 20 & below.
 1) Do you have two wheeler?

TABLE.2: Respondents having two wheeler.

CRITERIA NO OF RESPONDENTS PERCENTAGE

Yes 182 91

No 18 9

TOTAL 200 100

CHART.2 Respondents having two wheeler.

No
9%

Yes
No

Yes
91%
On the basis of above analysis,it can be concluded that most of the respondents i.e.182 have
owned two wheeler and only 18 respondents don’t have two wheeler.
 2) From the following mention two wheeler automobile company, which company’s
two wheeler do you posses?

TABLE.3: Companywise two wheeler possess.

AUTOMOBILE COMPANY NO OF RESPONDENTS PERCENTAGE

Honda 42 21

Hero Honda 73 36.5

Bajaj 44 22

TVS 24 12

Kinetic 12 6

Other 5 2.5

TOTAL 200 100

CHART.3: Companywise two wheeler possess.

40 36.5
35
PERCENTAGE

30
25 21 22
20
15 12
10 6
5 2.5
0
Honda Hero Bajaj TVS Kinetic Other
Honda
AUTOMOBILE COMPANY
On the basis of above analysis,it can be concluded that most of the respondents i.e. 73 have
owned two wheeler of Hero Honda and followed by bajaj & then HONDA & minimum
respondents are 5 which have other two wheelers.
3) What are the parameters do you take in to consideration at the time of purchasing two
wheeler?

TABLE.4: Parameters do you take in to consideration at the time of purchasing two

wheeler.

PARAMETERS NO OF RESPONDENTS PERCENTAGE

Mileage 52 26

Quality 32 16

Comfort 10 5

Price 22 11

Better service 22 11

Good look 6 3

Brand image 53 26.5

Other 3 1.5

TOTAL 200 100

CHART.4: Parameters do you take in to consideration at the time of purchasing two

wheeler.
 Mileage
Quality
2%
26% 26% Comfort
Price
3% Better service
11% 16%
Good look
11% 5%
Brand image
Other

On the basis of above analysis, it can be concluded that most of the respondents i.e. 53 out of
the total respondents preferred two wheeler because they like mileage of two wheeler &
minimum respondents are 3 which like other things of their two wheeler

3) Do you know about Navsarjan Motors(Honda Showroom)?

Table.4: Awareness about Navsarjan Motors(Honda Showroom).

CRITERIA NO OF RESPONDENTS PERCENTAGE

Yes 162 81

No 38 19

TOTAL 200 100

Chart.4: Awareness about Navsarjan Motors(Honda Showroom).

No
19%

Yes
No

Yes
81%

➢ On the basis of above analysis,it can be concluded that most of the respondents i.e. 162
respondents are aware about Navsarjan Motors(Honda Showroom) & rest of the
respondents are not aware about Navsarjan Motors(Honda Showroom).
5) Have you ever seen the Advertisement of Navsarjan Motors?

TABLE.6:Awareness regarding Advertisement of Navsarjan Motors.

CRITERIA NO OF RESPONDENTS PERCENTAGE

Yes 152 76

No 48 24

TOTAL 200 100

CHART.6: Awareness regarding Advertisement of Navsarjan Motors.

 No
24%

Yes
76%

➢ On the basis of above analysis,it can be concluded that most of the respondents i.e.152
respondents are aware about the Advertisement of Navsarjan Motors because they have
seen the advertisement of Navsarjan Motors & rest of the respondents are not aware
about the Advertisement of Navsarjan Motors.
 6) If yes,can you recall that particular Advertisement?

TABLE.7: Recall the Advertisement or not.

CRITERIA NO OF RESPONDENTS PERCENTAGE

Yes 122 80.3

No 30 19.7

TOTAL 152 100

CHART.7: Recall the Advertisement or not.

No
20%

Yes
No

Yes
80%
On the basis of above analysis,it can be concluded that out of the 152 respondentrs who have
the seen advertisement of Navsarjan Motors 122 respondents are able to recall that particular
Advertisement & rest of the respondents 30 are not able to recall Advertisement.
7) What is the medium through you have seen that Advertisement?

TABLE.8:Mediumwise seen the Advertisement.

MEDIUM NO OF RESPONDENTS PERCENTAGE

Television 6 3.10

Newspaper 76 62.30

Hoardings 30 24.60

Other 0 0

TOTAL 122 100

CHART.8: Mediumwise seen the Advertisement.

On the basis of above analysis,it can be concluded that most of the respondents i.e.76 have
seen the advertisement in News paper & only 6 respondents have seen the advertisement in
local channels.
8) Do you thing they are using the right medium?

TABLE.9:Respondents perception regarding whether navsarjan motors is using effective

medium for advertisement or not.

CRITERIA NO OF RESPONDENTS PERCENTAGE

Yes 81 66.40

No 41 33.60

TOTAL 122 100

CHART.9: Respondents perception regarding whether navsarjan motors is using

effective medium for advertisement or not.

No
34%
Yes
No
Yes
66%
On the basis of above analysis,it can be concluded that most of the respondents i.e.81 think that
they are using the right medium for advertisement & rest of the respondents think that they are
not using the right medium.
9) Which company showroom Advertisement do you have seen the most?

TABLE.10: Showroomwise Advertisement seen the most.

SHOWROOM NO OF RESPONDENTS PERCENTAGE

Navsarjan Motors 52 26

Vimco Automobiles 92 46

Bajaj Auto 30 15

Raviraj Automobiles 26 13

TOTAL 200 100

CHART.10: Showroomwise Advertisement seen the most.

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2
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4
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On the basis of above analysis,it can be concluded that most of the respondents i.e.92
respondents have seen the most advertisements of Vimco Automobiles & advertisement of
Navsarjan Motors comes at second place.
10) Do you aware about the sales promotional activity of Navsarjan Motors?

TABLE.11:Awareness about the sales promotional activity of Navsarjan Motors.

CRITERIA NO OF RESPONDENTS PERCENTAGE

Yes 128 64

No 72 36

TOTAL 200 100

CHART.11: Awareness about the sales promotional activity of Navsarjan Motors.

36%

Yes
No

64%

On the basis of above analysis,it can be concluded that most of the respondents i.e.128 are
aware about the sales promotional activity of Navsarjan Motors & rest of the respondents are
not aware about the sales promotional activity of Navsarjan Motors.
11) If yes, what kind of sales promotional activity?

TABLE.12:Awareness about the kind of sales promotional activity.

SALES PROMOTIONAL NO OF RESPONDENTS PERCENTAGE

ACTIVITY

Warranty 36 28.1

Prize 10 7.8

Road show 11 8.6

Free Trials 18 14.1

Helmet 29 22.6

Price off 24 18.8

TOTAL 128 100

CHART.12: Awareness about the kind of sales promotional activity.

PERCENTAGE

30
25
20
15 PERCENTAGE
10
5
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ze

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F
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SALESPROMOTIONAL
ACTIVITY
On the basis of above analysis, it can be concluded that out of the total respondents who are
aware about sales promotional activity 36 respondents have answered that they are aware
about the Warranty & only 11 respondents have answered that they are aware about road
show.
12) What type of media do you think is right for promotion of two wheeler?

TABLE.13:Opinion regarding the right media for promotion of two wheeler.

MEDIUM NO OF RESPONDENTS PERCENTAGE

Television 62 31

Newspaper 88 44

Hoardings 35 17.5

Salesman 15 7.5

TOTAL 200 100

CHART.13:Opinion regarding the right media for promotion of two wheeler.

On the basis of above analysis,it can be concluded that most of the respondents i.e.88 think that
News paper is the best media for promotion of two wheeler & only 15 respondents feel that
salesman is the proper media for promotion of two wheeler.
13) Do you think “Accessories if not charged” is a good sales promotion tool?

TABLE.14: “Accessories if not charged” is a good sales promotion tool or not

CRITERIA NO OF RESPONDENTS PERCENTAGE

Yes 182 91

No 18 9

TOTAL 200 100

CHART.14: “Accessories if not charged” is a good sales promotion tool or not

No
9%

Yes
No

Yes
91%

On the basis of above analysis,it can be concluded that most of the respondents i.e.182 feel
that “Accessories if not charged “is a good sales promotion activity because every dealer charge
extra price for accessories.
14) From your point of view, what influence you more purchase?

TABLE.15: Opinion regarding influence for purchase

CRITERIA NO OF RESPONDENTS PERCENTAGE

Advertisement 88 44

Sales promotion Activity 112 56

TOTAL 200 100

CHART.15: Opinion regarding influence for purchase

Advertise Advertisement
Sales ment
promotion 44%
Sales promotion
Activity Activity
56%

On the basis of above analysis,it can be concluded that most of the respondents i.e.112 feels
that they influence by sales promotion activity & 88 respondents feels that they influence by
advertisement.
15) Do you think if Navsarjan Motors increases their Advertisement, their sales would
increase?

TABLE.16: Increases in Advertisement would increase sales or not.

CRITERIA NO OF RESPONDENTS PERCENTAGE

Yes 188 94

No 12 6

TOTAL 200 100

CHART.16: Increases in Advertisement would increase sales or not.

No
6%

Yes
No

Yes
94%

On the basis of above analysis, it can be concluded that most of the respondents i.e.188 feels
that if Navsarjan Motors increases their advertisement ,their sales would increase.