1.effect of advertising on buying of honda stunner
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Introduction
Industry Details
A well developed transport network indicates a well developed economy. For
rapid development a well-developed and well-knit transportation system is essential.
As India's transport network is developing at a fast pace, Indian Automobile
Industry is growing too. Also, the Automobile industry has strong backward and
forward linkages and hence provides employment to a large section of the population.
Thus the role of Automobile Industry cannot be overlooked in Indian Economy. All
kinds of vehicles are produced by the Automobile Industry. India Automobile
Industry includes the manufacture of trucks, buses, passenger cars, defense vehicles,
two-wheelers, etc. The industry can be broadly divided into the Car manufacturing,
two-wheeler manufacturing and heavy vehicle manufacturing units. The major Car
manufacturer are Hindustan Motors, Maruti Udyog, Fiat India Private Ltd., Ford India
Ltd ., General Motors India Pvt. Ltd., Honda Siel Cars India Ltd., Hyundai Motors
India Ltd., Skoda India Private Ltd., Toyota Kirloskar Motor Ltd.
The two-wheeler manufacturing is dominated by companies like TVS, Honda
Motorcycle & Scooter India (Pvt.) Ltd., Hero Honda, Yamaha, Bajaj, etc. The heavy
motors like buses, trucks, defense vehicles, auto rickshaws and other multi-utility
vehicles are manufactured by Tata-Telco, Ashok Leyland, Eicher Motors, Bajaj,
Mahindra and Mahindra, etc.
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HISTORY OF HONDA MOTOR COMPANY
Honda Motor Company, Ltd, Honda Technology Research Institute Company,
Limited) (TYO: 7267 NYSE: HMC) is a multinational corporation headquartered in
Japan.
The company manufactures automobiles, motorcycles, trucks, scooters, robots, jets
and jet engines, ATV, water craft, electrical generators, marine engines, lawn and
garden equipment, and aeronautical and other mobile technologies. Honda's lines of
luxury cars are branded Acura in North America, Hondura in the Honduras and BenTian in China. More recently they have ventured into mountain bikes.
Honda is the 6th largest automobile manufacturer in the world as well as the largest
engine-maker in the world, producing more than 14 million internal combustion
engines each year. In August 2008, Honda surpassed Chrysler as the 4th largest
automobile manufacturer in the United States. Currently, Honda is the second largest
manufacturer in Japan behind Toyota and ahead of Nissan.
Profile of the company
Honda Motor Company, Ltd.
Type Public
(TYO: 7267) & (NYSE: HMC)
Founded September 24, 1948
Founder(s) Soichiro Honda
Headquarters Minato, Tokyo, Japan
Area served Worldwide
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Key people Soichiro Honda (Founder)
Satoshi Aoki (Chairman)
Takeo Fukui (CEO
Takanobu Ito (CEO June 2009)
Industry Automobile
Truck manufacturer
Motorcycle
Products Automobiles, trucks, motorcycles, scooters, ATVs, electrical
generators, robotics, marine equipment, jets and jet engines, and lawn
and garden equipment. Honda and Acura brands.
Market cap US$ 58.74 Billion
Revenue US$ 119.801 Billion
Operating
income
US$ 9.513 Billion
Net income US$ 5.989 Billion
Total assets US$ 500.million
Total equity US$ 45.356 Billion
Employees 167,231
Website http://www.honda.com/
History of Honda Motorcycle & Scooter India Pvt. Ltd.
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Honda Motorcycle & Scooter India Pvt. Ltd. (HMSI) is the wholly owned
Indian subsidiary ofHonda Motor Company, Limited, Japan. Founded in 1999, it was
the fourth Honda automotive venture in India, afterHero Honda, Kinetic HondaMotor
Ltd and Honda Siel Cars India Limited.
Its symbol, the Wings, represents the company's unwavering dedication in achieving
goals that are unique and above all, conforming to international norms. These wings
are now in India as Honda Motorcycle & Scooter India Pvt. Ltd. (HMSI), Japan.
These wings are here to initiate a change and make a difference in the Indian 2-
wheeler industry. Honda's dream for India is to not only manufacture 2-wheelers of
global quality, but also meet and exceed the expectations of Indian customers with
outstanding after sales support.
The entry of Honda into the Indian market as HMSI began with the launch of the
Honda Activa, a 100 cc scooter. The Honda Unicorn was the first motorcycle released
by HMSI.
The HMSI factory is built on a plot of 52 acres (210,000 m2) at Manesar,
Gurgaon district of Haryana. Construction of the factory began on 14 December 1999
and was completed in January 2001. The initial production capacity was 100,000
scooters per year, which is currently 6, 00,000 scooters. The motorcycle production
capacity is 10, 00,000 per annum. The initial investment was Rs. 215 crores and has
now grown to 800 crores.
Profile of the company
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http://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Hondahttp://en.wikipedia.org/wiki/Hero_Hondahttp://en.wikipedia.org/wiki/Kinetic_Hondahttp://en.wikipedia.org/wiki/Kinetic_Hondahttp://en.wikipedia.org/wiki/HSCIhttp://en.wikipedia.org/wiki/HSCIhttp://en.wikipedia.org/wiki/Honda_Activahttp://en.wikipedia.org/wiki/Honda_Activahttp://en.wikipedia.org/wiki/Honda_Unicornhttp://en.wikipedia.org/wiki/Motorcyclehttp://en.wikipedia.org/wiki/Hondahttp://en.wikipedia.org/wiki/Hero_Hondahttp://en.wikipedia.org/wiki/Kinetic_Hondahttp://en.wikipedia.org/wiki/HSCIhttp://en.wikipedia.org/wiki/Honda_Activahttp://en.wikipedia.org/wiki/Honda_Unicornhttp://en.wikipedia.org/wiki/Motorcyclehttp://en.wikipedia.org/wiki/India -
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Official Name Honda Motorcycle & Scooter India Pvt. Ltd.
Type Private company
Founded20 August 1999 in Manesar Gurgaon, Haryana, India
Headquarters Haryana, India
Key peopleMr. Shinji Aoyama, President and CEO
Industry Automotive
Products Motorcycles, Scooters
Parent Honda Motor Company, Limited
Production Capacity10,00,000 Units per Year
website http://www.honda2wheelersindia.com/
Our Products Activa, Unicorn, Shine, Dio, Eterno , Aviator ,StunnerCBF
About Honda
Honda is the worlds largest manufacture of 2-wheelers. Its symbol, the wings,
Represent the companys unwavering dedication in achieving goals that are unique
And above all, conforming to international norms. These wings are now in India as
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Honda motorcycle & scooter India pvt ltd. (HMSI), a wholly owned subsidiary of
Honda Motor company ltd. Japan. These wings are here to initiate a change and make
a difference in the Indian 2-wheeler industry. Hondas dream for India is to not only
manufacture 2-wheeler of global quality, but also meet and exceed the expectation of
Indian customers with outstanding after sales support.
Official name: Honda motorcycle & scooter India pvt. Ltd.
Established: 20th Aug, 1999
Place: Manesar, district gurgon, haryana, India
Capital: Rs. 300 crores
Representative: Mr. Yukihiro ashima, president & CEO
Factory location: Manesar, District Gurgon, Haryana, India
Production capacity: 7, 50,000 units per year
HMSI NETWORK
Every Honda dealership is known as a H.E.A.D. - Honda Exclusive
Authorized Dealer. Each H.E.A.D. exclusively handles Honda 2-wheelers and
promotes business activities based on policies that focus on customer satisfaction.
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They are the representatives of HMSI in their respective markets and provide 4S
facilities under one roof as per Honda's worldwide standards. Wherever you travel
across the globe, Honda H.E.A.D.s (Dealerships) stands out with their unique identity.
The design of the H.E.A.D.s in India has also been done with the same purpose in
mind.
Each of our Dealers functions as a one-stop shop that takes care of all your
concerns regarding your Honda product. Thus, with the objective of maximizing
customer satisfaction, all H.E.A.D.s provide facilities for Sales, Service, Spares and
Safety Riding.
Sales
All H.E.A.D.s exclusively offer the sales of Honda 2-wheelers. When you
enter the showroom, you will encounter attractive display and distinctive showroom
environment, that will help you know our products better. Trained staff at each
H.E.A.D. will help in your buying process and offer test rides to give you a feel of the
product.
Services
Quality repair and maintenance services are provided to ensure that customers
continue to ride Honda 2-wheelers under safe and optimal conditions.
History of Ganga Automobiles Pvt. Ltd.
Every Honda dealership is known as a H.E.A.D. - Honda Exclusive
Authorized Dealer. Each H.E.A.D. exclusively handles Honda 2-wheelers and
promotes business activities based on policies that focus on customer satisfaction.
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Wherever you travel across the globe, Honda H.E.A.D.s (Dealerships) stand
out with their unique identity. The design of the H.E.A.D.s in India has also been done
with the same purpose in mind.
A Ganga automobile is the first Honda executive authorised dealer of the
south Gujarat. Ganga automobiles id I.S.O. 9001:14001 certified dealer. It exclusively
handles Honda 2-wheelers and promotes business activities based on policies that
focus on customer satisfaction. Ganga automobiles in its respective markets and
provide 4S facilities under one roof as per Honda's worldwide standards.
The 4S Policy uses by all H.E.A.D.s as well as Ganga Automobiles
Sales
Ganga automobiles exclusively offer the sales of Honda 2-wheelers. When you
enter the showroom, you will encounter attractive display and distinctive showroom
environment, that will help you know our products better. Trained staff will help in
your buying process and offer test rides to give you a feel of the product.
Services
Quality repair and maintenance services are provided to ensure that customers
continue to ride Honda 2-wheelers under safe and optimal conditions.
Spare Parts
Adequate stocks of genuine Honda spares are readily available for quick
repair and servicing.
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Safe Riding
Respect for human life forms a part of Honda's corporate philosophy. To
realize this, safety riding is being actively promoted by HMSI. Safety riding
programmes have been implemented. Our wish is to build-up a safe environment for
driving, by giving pre-delivery safety advice to each Honda customer.
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Good planning and control of advertising depend on measures of advertising
effectiveness. Yes the amount of fundamental research on effectiveness is appallingly
small.
Most measurements of advertising effectiveness deal with specific ads and
campaigns. Most of the money is spent by agencies on pretesing ads, and much less is
spent on evaluating their effectiveness. A proposed campaign should be tested in one
or a few cities first and its impact before rolling it out nationally.
Most advertisers try to measure the communication effect of an ad that is, its
potential effect on awareness, knowledge, or preference. They to know the ads sales
effect.
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There are 3 major methods of advertising pretesting:
1. The consumer feedback method that asks consumer for their reactions to a
proposed ad.
2. The portfolio tests that ask consumer to view of listen to a portfolio of
advertisements, as much time as they need.
3. The laboratory tests that use equipments to measure physiological reactions-to
an ad; or consumers may be asked to turn a knob to indicate their moment
liking of interest while viewing sequenced material.
Here, many types of advertising available
Television advertisement
Mobile advertisement
Event
Internet advertisement
Radio advertisement
Banner advertisement
Promotion 1] Mall
2] Multiplex
Out of these all most popular is, Television advertisement.
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Product Information
StunnerCBF
Honda re-defines style with the new sporty CBF Stunner. Equipped with a
perfect blend of great looks, Stunning performance and unbeatable quality its an
ultimate desire of every youth. So set your spirit free and leave others breathless with
this absolute sensation, the ultimate style icon.
Technical Specification
Length (mm) 2012
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Width (mm) 734
Height mm) 111
Net power 11 BHP@8000 rpm
Starting System Self
Battery 12V-3AH
Headlamp Halogen 12V 35/35W
Trip meter Available
Fuel tank 10(liter)
Gear Shift Pattern 1 Down 4 Up
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Problem Identification
Here, I have taken study in the EFFECT OF ADVERTISING ON BUYING
OF HONDA STUNNER WITH REFRENCE TO SURAT CITY.
Statement of The problem
1] To understand the influence of advertisements of Honda Stunner on consumer.
2] To study the media of communication between the company and the
customers.
Scope of The study
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1] This study will focus on the effectiveness of advertisements of Honda Stunner
on the consumer.
2] This study will provide an opportunity to know the company itself.
Objectives
Primary objective:-
To study the effectiveness of advertisement on customer
with respect to Stunner Bike.
Secondary objective:-
.
To know the opinion of the customers about the advertisements.
It major objective is to promote any brand.
The real needy people for the product get to know about itthrough advertisement.
If the customers are unaware of the product. Then by the
advertisement they will know about the product.
The consumers may have the conviction but not actually make
the purchase. Therefore, advertisement motivates action to
purchase the product.
Consumer not only like product, but want them to be the best
from their competitor. It is the objective of the advertisement to
make them satisfy by showing the true and correct
advertisement.
Limitation of the study
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Tough I have as per my level best to make the research study & the
report writing qualitative excellence. The following limitation are remains an
overcome in the study.
1. A Ganga automobile has a large territory over which has sold lots of bike, but this
study is limited up to the Surat city.
2. The time period allotted for the study i.e. Two month is a short period for
completing the every attitude.
3. It may be possible that some of the respondent may furnish wrong bias data.
4. Sample size here consider is of 100 respondent. Which may be small for
detail analysis and as we know as large as the sample size more accurate result.
5. Lack of proper response in the questionnaire by the respondents.
6. Each and every aspect of marketing could not be covered
7. As we worked here for some limited time in a day we are not able to get the full
knowledge of customer.
8. Sample size is very limited due to time constraint.
9. Lack of proper response in the questionnaire by the respondents.
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RESEARCH METHODOLOGY
MEANING: -
Market research is the function which links the
consumer, customer and public to the market through information uses to identifying
and defines marketing opportunities and problems, generate, refine and evaluate
marketing actions, monitor understanding of marketing as a process. The management
depends upon marketing research as a tool in solving its marketing problems. It helps
in taking fruitful and efficient decisions regarding to the flow of goods and services to
the customers.
Research Design
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Formulation of research problem
Choice of research design
Selection of sources of data
Designing data collection techniques
Sampling decision
Field survey
Editing, tabulating & analysis of the data
Preparing research report
1. Formulating the research problem :
I have done business research on the "effect of advertisement on buying of
the Honda stunner" also at this stage, I should try to define the following things:
Who are the population members (i.e. unit of analysis); in this project I have
considered the customers of Honda Stunner of Surat city as unit of analysis.
Time & Space Boundaries:- In this project, the time boundary given to us tocomplete this project is only of 2 month
2. Choice of research design.
Research design can be grouped into three categories exploratory
research, descriptive research and casual research.
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1. Exploratory research:-
An exploratory research focuses on the discovery of ideas and is
generally based on secondary data.
2. Descriptive Research: -
The descriptive research is generally conducted where the research
wants to know some characteristics of the population e.g. age, sex, income,
satisfaction etc. In contrast to exploratory studies, descriptive studies are well
structured. It may be based on the secondary data or the primary data. I have uses
descriptive research in my project.
3. Casual Research; -
This research is undertaken when the researcher want to investigate
cause and effect relationship between two or more variable.
This research design is useful when the researcher intended to know
the certain characteristics of the population
3. Selection of Sources of Data
1. Primary Data:
Primary data are those data which are first time gathered by the researcher or
by someone else especially for the purpose of study, are known as primary data. I have
selected to collect data from primary sources i.e. directly from the respondents or
the owners of the Honda bike because my sample size is limited and moreover my
project work is restricted boundaries of this Surat, city. So the respondents are located
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Descriptive Research
Cross sectional study Longitudinal Study
Field (Census Study) Survey Method
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in the same City. Therefore it would be more beneficially to collect information
through primary sources. I collect primary data by using questionnaire tool.
.
2. Secondary Data:
Any data that have been gathered earlier for some other purpose are
known as secondary data in the hands of the marketing researcher. In compare those
data that are collected at first hand either by the researcher or by someone else
especially for the purpose of study are known as primary data. Thus, primary data
collected by one person may become the secondary data. I also use some secondary
data from the company website which I mention in bibliography.
4. Designing data collection techniques
There are various ways to collect data and in each technique there are several
questions which are to be answered.
Observation forms, questionnaires and experiment journals are
some examples of data collection tools.
My research, I have uses "questionnaire" as the data
collection instrument.
5. Sampling decision
After deciding the research approach and the instrument, the researcher must
design a sampling plan.
1. Sampling Unit: -
For my research, the sampling unit is the effectiveness of advertisement
on buying of Honda stunner in Surat city.
2. Sampling frame:-
This means to choose a database from which information can be
collected. Here the customers of Ganga automobiles are considered as
sampling frame.
3. Sample Size:-
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Sample size: Sample size mean howmany respondents you want for
research. I take 119 sample sizes but 19 respondents I found bias; Thais why I
consider 100 sample sizes.
4. Sampling Procedure :
I have select for collection of primary data by use the simple random
sampling method.
6) Editing, tabulation & analysis
In my research I have uses the bar graphs & pie charts and tables showing
percentage of total sample population and their views regarding each question in
questionnaire...
7) Preparing Research Report
After the tabulation & interpretation and analysis, a research report is to be
prepared. Considering the findings of the research study and recommendations. It
also includes objectives & limitations of research and various conclusions and
limitations.
Research Instrument
The questionnaire contain three types of questions
Open-ended Questions : It is helpful in knowing what is uppermost in the mind of the
respondent. It gives complete freedom to the respondent.
Dichotomous Questions: It has only two answers in the form 'Yes' or 'No', 'True' or'False', 'Use' or 'Do not use'. So the respondent does not feel boaring during the
interview.
Multiple-Choice questions: In this, the respondent is offered two or more choice.
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I have collected information and from that information table and a chart
are prepared.
1. Area Wise Respondents.
Table view:-
Area of Surat city Percent (%)
North Area (38) 31.92%South Area (38) 32.33%East Area (20) 16.52%West Ares (23) 19.23%
Chart view:-
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Area wise Respondent
North Area
South Area
East Area
West Ares
Effect of advertisement on buying of Honda Stunner with reference to Surat city.
Interpretation: - Here, it is clear seen that, I cover maximum area of Surat city
for research purpose of EFFECET OF ADVERTISING ON BUYING OF HONDA
STUNNER IN SURAT CITY. From the data, show that Katargam, City light, and
Punagam are major area at where maximum stunner bikes are using, and area wise
north and south area are major at where maximum stunner bikes are using. I Cover 27
area of Surat city, and I distributes them in area wise.
2. Age wise respondents.
Table view:-
Age Per (%)
17 to 22 26.89% (32)23 to 26 33.61% (40)
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Family income wise respondent
5000 to 7000
7001 to 10000
10001 to 15000
15001 to 20000More Th. 20000
Effect of advertisement on buying of Honda Stunner with reference to Surat city.
Chart view:-
Interpretation: - Here we can see that whose family income more than 20000,
that family uses maximum stunner bikes, and whose family income lower than 7000,
that family not uses stunner bike, so company need to more focus on price of the
product.From the above chart we can say that middle level income family attract from
the Honda stunner advertisement than the lower income family group.Higher family
income group want sporty look bike and Honda stunner fulfill the need thats why
maximum stunner bike user from the higher income family.After showing the chart I
found that Higher income family group and lower income family group are the
target market for the company.
4. Occupation wise respondents
Table view:-
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Occupation wise respond
Self employm e
18%
Factory work
24%
Profession
9%
Teache
4%
Studen
36%
Othe
9%
Self employment Factory worker Professional Teacher Student Other
Effect of advertisement on buying of Honda Stunner with reference to Surat city.
Occupation Percent (%)
Self employment 17.65% (21)
Factory worker 24.37% (29)
Professional 9.24% (11)
Teacher 4.2% (5)Student 35.29% (42)
Other 9.24% (11)
Chart view:-
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Effect of advertisement on buying of Honda Stunner with reference to Surat city.
Interpretation: - From the above chart, I have divided occupation in 6 part.
Here, clearly seen that student and factory worker uses maximum bike than the other
occupational group, student uses stunner bike because of the style of the bike. Here
teacher group is less consuming stunner bike than the other group, because they wantsimple bike not styling bike, thats why teacher group using less than the students.
And yes, Self employers also using a lot at 18%. So, after watching chart I found that
Self employer, Students and Factory worker are target market for the company.
5. Education wise respondents.
Table view:-
Education Percent (%)
S.S.C. 6.72% (8)
H.S.C. 22.69% (27)
Graduate 36.97% (44)
P. Graduate 18.49% (22)
Other 15.13% (18)
Chart view:-
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Education wise responde
6.72
22.69
36.97
18.49
15.13
S.S.C.
H.S.C.
Graduate
P. Graduate
Other
Education
Percentage (
Percent(%
Effect of advertisement on buying of Honda Stunner with reference to Surat city.
Interpretation: - Here, clearly visible that graduate people using maximum
stunner bike than the other group, so we can say that student segment is big segment
for company for stunner bike, and Post graduate people also more consuming stunner
bike. And other group option includes who is not study more than 10th standard. And
yes this segment people also attract from stunner bike, so we can say that all groups
using stunner bike approximate similar.
Q-1. Have you seen the advertisement of the various 2 wheeler of
Honda?
Table view:-
Response Percent (%)
Yes 84.03 (100)
No 15.97 (19)
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Have you seen the advertisement of the various 2 wheeler of
84%
16%
Yes
No
Effect of advertisement on buying of Honda Stunner with reference to Surat city.
Chart view:-
Interpretation: - Here clear seen that, 84.03% respondents have seen the
advertisement and 15.97% respondents not seen the any single advertisement of
Honda 2 wheeler. I found that maximum number of student seen the advertisement,
and factory workers and self employee less seen the advertisement, they were
purchased bike after gotten review of friend or relatives etc, it means customers are
satisfied with the bike. 84.03% ratio present that maximum respondents impress from
the advertisements. If we go with the age wise respondents, I found that 17 to 26
years old respondents see maximum advertisements by television and 27 to more
than 31 years old respondents see advertisements by magazine and newspapers. So,we can say that television, magazine and newspapers are big media channels for
company for advertising.
Q-2. Of which of the following advertisement of Honda 2 wheeler are
you aware of?
Table view:-
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Of which of the following advertisement of Honda 2 wheeler a
aware of
100
20
8
45
27
16 16
0
20
40
60
80
100
120
Stunner Unicorn Dio Activa Shine Aviator All
Bike mode
Response
Stunne
Unicorn
Dio
Activa
Shine
Aviator
All
Effect of advertisement on buying of Honda Stunner with reference to Surat city.
Bike Response
Stunner 100
Unicorn 20
Dio 8
Activa 45Shine 27
Aviator 16
All 16
Chart view:-
Interpretation: - Here, clearly seen that maximum respondents are aware from
the stunner bike advertisements, from the above chart, I found that maximum number
of customers purchased the bike after seen the advertisement. Here we can also seethat respondents also aware from the other bikes advertisements, look at that Activa
bike column 45 respondents aware from the Activa Bike advertisement, it mean
maximum number of respondents purchased bike after seen the advertisements. So we
can say that advertisements play very vital role in company selling. If we talk about
age wise respondents than 17 to 22 years old respondents seen maximum
advertisements than the other age group respondents.
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3. Of which of the following advertisement of Honda 2 wheeler influ
you the most
62%11%
2%
11%
9%
2%
3%
Stunner
Unicorn
Dio
Activa
Shine
Aviator
All
Effect of advertisement on buying of Honda Stunner with reference to Surat city.
3. Of which of the following advertisement of Honda 2 wheeler
influence you the most?
Table view:-
Chart view: -
S.V.Patel college of computer science and business management.
Bike Percent (%)
Stunner 62
Unicorn 11
Dio 2
Activa 11
Shine 9
Aviator 2
All 3
33
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34/60
Effect of advertisement on buying of Honda Stunner with reference to Surat city.
Interpretation: - Here we clearly seen that most of respondents influence from
the stunner and Activa, here 62% respondents influence from the Honda stunner due
to its style or look, here we also find that many people also prefer Activa, because its
using by all age people. Here, clearly seen that out of 100 users of stunner bike 62respondents are influences, so we can say that 38 respondents like other
advertisement, but respondents bought stunner bike not because of advertisement only
but also they like bike. In todays generation younger people not only see the
advertisements but also they see the product features, so wrong advertisements not
enough to attract younger generation, company have to show their ability. From the
above chart we can say that out of 100 respondents 32 respondents purchased the bike
without influencing from the advertisements because of product attractiveness, so that
is the real impact of product features as well as advertisements.
4. What did you like in Honda stunner advertisement?
Table view: -
Characteristics Percent (%)
Concept 20
Style 37
Bike 38
Actor 0
Actress 0
Sound 0
Dialog 0
Acting 0
All 5
Chart view: -
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What did you like in Honda stunner advertise
20
37
38
0 0 0 0 0
5
0
5
10
15
20
25
30
35
40
Concept Style Bike Actor Actress Sound Dialog Acting All
Characteristic
Percent(%)
Concep
Style
Bike
Actor
Actress
Sound
Dialog
Acting
Al l
Effect of advertisement on buying of Honda Stunner with reference to Surat city.
Interpretation: - By seeing the chart, clearly find that people like a lot Bike,
style; and concept, of the advertisement, its mean company need to make more
attractive advertisement. Majority people see actor and actress in advertising rather
than product, but here company not uses any celebrities. Companies not using any
celebrities for advertising then also stunner bike sales are very high. From the above
chart, see that 38% and 37% respondents attract from the Overall Bike and Style.
Majority students like style of the bike or look of the bike and maximum self
employees and professional like entire bike features.
5. Through which medium of advertisement are you getting the most
of the information?
Table view:-
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Percent(%)
6
42
0
21 20
11
00
5
10
15
20
25
30
35
40
45
Newspaper Internet Radio Magazine Television Banner Other
Newspaper
Internet
Radio
Magazine
Television
Banner
Other
Effect of advertisement on buying of Honda Stunner with reference to Surat city.
Chart view:-
Interpretation: - From the above chart seen that most of the people getting the
information from the Internet, magazine, and television. Its mean many educated
S.V.Patel college of computer science and business management.
Medium of advertisement Percent (%)
Newspaper 6
Internet 42
Radio 0Magazine 21
Television 20
Banner 11
Other 0
36
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Do this advertisement appeal you to buy Honda stunn
,Yes, very muc
65
,Ok, somewha
35
No, not at all, 0
Yes, very much
Ok, somewhat
No, not at all
No, not at all
Ok, somewhat
Yes, very much
Effect of advertisement on buying of Honda Stunner with reference to Surat city.
people nowadays using internet and magazine for getting the information, and here
company not give lot more advertisement in newspaper and radio, this is not good.
From the chart no.4, students and professional are maximum user, they are mostly
using internet for faster getting knowledge, so we can say that internet and television
are the most popular channel for advertising.
6. Do this advertisement appeal you to buy Honda stunner?
Table view:-
Chart view: -
S.V.Patel college of computer science and business management.
Appeals Percent (%)
Yes, very much 65
Ok, somewhat 35
No, not at all 0
37
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Do the advertisement of Honda stunner clearly meet up to
expectation
61
31
8
Yes, very much
neutral
No, not at all
Expectation
Percent (%
Percent(%)
Effect of advertisement on buying of Honda Stunner with reference to Surat city.
Interpretation: - Here, we clearly seen that 65% respondents are ready for
buying new Honda stunner, where 35% respondents are not clear to buy again Honda
stunner after seen the advertisement.
7. Do the advertisement of Honda stunner clearly meet up to your
expectation?
Table view:-
Chart view:-
S.V.Patel college of computer science and business management.
Expectation Percent (%)
Yes, very much 61neutral 31
No, not at all 8
38
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Effect of advertisement on buying of Honda Stunner with reference to Surat city.
Interpretation: - Here from the given graph it is clearly visible that the 61%
consumer satisfied with the bike, and 31% give response neutral, and 8% consumer
not like bike as per advertisement, its mean that company performing well according
to name. 8% respondents not like bike because many teachers want good mileage butstunner bike mileage is good not so much good thats why teachers group not satisfied
and maximum teachers give response in 8%. In neutral response many respondents
are factory workers, they want mileage at 60 around which is not in stunner, thats
why they are satisfied but not with mileage. In yes, very much response, maximum
respondents are students and self employees, they want style in bike which provide
good personality to students and self employees, which is in Stunner bike, thats why
they are very much satisfied.
8. Have you bought any other Honda 2 wheeler being influenced by
its advertisement?
Table view: -
Chart view: -
S.V.Patel college of computer science and business management.
Response Percent (%)
Yes 23
No 77
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Have you bought any other Honda 2 wheeler being influenced by
advertisement
Yes
No
Effect of advertisement on buying of Honda Stunner with reference to Surat city.
Interpretation: - Though Honda is not advertising much. But still the people
prefer to go to buy Honda vehicle. Nearly 23%f the people is purchasing their vehicle
by influencing the advertisement.No doubt, middle level and lower level income
people can not afford two bike, but yes higher level people can afford, so I found thatconsumer who are coming in higher level income class they bought another bike of
Honda. So we can say that advertisement really impact positive in peoples mind.
9. Do you think that Honda Stunner if endorsed by celebrities can
have added advantage on influencing the customer?
Table view: -
S.V.Patel college of computer science and business management.
Response Percent (%)
Definitely Yes 45
May be 44
Definitely no 11
40
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Do you think that Honda S tunner if endorsed by celebrities ca
added advantage on influencing the customer
May b
44%
Definitely n
11%
Definitely Ye
45%
Effect of advertisement on buying of Honda Stunner with reference to Surat city.
Chart view: -
Interpretation: - Here the statistics suggest that a celebrity endorsing the product
will be definitely an effective tool so as to enhance more and more sales of the Honda
Stunner. It can be clearly seen that maximum number of respondents aggress that a
celebrity endorsing the product will definitely add an advantage to the sales of Honda
Stunner. If we talk about third generation than they will definitely attract from the
advertising which done by celebrities, For example: - Pepsi nowadays doing lot more
advertising regarding world cup, pepsi company uses many star for promoting
products like Sehwag, Harbhajan Singh, Peterson, Dhoni etc, these impact definitely
happened. So we can say that celebrities can add advantage on influencing the
customer.
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0
5
10
15
20
2530
35
40
45
50
Pe rcent (
The P roduc tA devert is em ent B ot h N on e
Particula
Wh at attract you mo re? The produ ct being ad vertised o r t
Percent(%
Effect of advertisement on buying of Honda Stunner with reference to Surat city.
10. What attract you more? The product being advertised or the
product.
Table view: -
Chart view: -
S.V.Patel college of computer science and business management.
Particulars Percent (%)
The Product 27
Advertisement 17
Both 49
None 7
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Effect of advertisement on buying of Honda Stunner with reference to Surat city.
Interpretation: - Here the above-mentioned graph clearly indicates that many
customers like both advertisement and product, only 7% customer not like
advertisement and product. Nowadays consumers are very intelligent, they are not
looking only advertisement but they are also looking product also, but customers aresatisfied with the both, so company need to continue it. If we go with the 17 to 22
years old age group they are mostly like both product and advertisement, if we go
with the professional teachers then they response in mix like some like both but
some respondents like only advertisements or products. So we can say that mix review
got, age wise reviews are different.
11. Would you recommend your friend to buy a Honda stunner after
watching its advertisement?
Table view: -
Chart view: -
S.V.Patel college of computer science and business management.
Recommend Percent (%)Yes 42
May be 52
No, not at all 6
43
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Would you recommend your friend to buy a Honda stunner
watching its advertisement
Yes42%
May be
52%
No, not at al
6%
Yes
May be
No, not at al
Effect of advertisement on buying of Honda Stunner with reference to Surat city.
Interpretation: - From the graph we can clearly see that there are average
chances that the respondents will recommend their friends to buy a Honda Stunner
after watching its advertisement but the number of respondents who wont at all
recommend their friends to buy Honda stunner because of may be customer not
satisfied with the bike or advertisement. Many time happen that people actually like
something but not comfortable to tell his/her friend for buy, so we can say that out of
52 respondents who said may be, many are not comfortable to give answer yes.
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Effect of advertisement on buying of Honda Stunner with reference to Surat city.
12. Where will advertisement attract you more and you can easily see
the advertisement.
Table view:-
Chart view: -
S.V.Patel college of computer science and business management.
Easy to see Percent (%)
Mall 25
Char Rasta 29Multiplex 24
School & colleges 19
Other 3
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Where will advertisement attract you more and you can easily se
advertisement
25%
29%
24%
19%
3%
Mall
Char rasta
Multiplex
School & college
Other
Effect of advertisement on buying of Honda Stunner with reference to Surat city.
Interpretation: - The best way to attract people is to advertise at mall. Because
now a days most often people goes to mall to purchase anything where they can see
the advertisement. Other than mall, multiplex is the second best place for
advertisement and char Rasta is also best place for advertising because many timepeople see everywhere when traffic is stop. If company selling bike product than the
colleges is also best option, because many stunner bike users are college students, so
not bed deal. If we go with the different occupation wise respondents then
professionals like advertisements in Mall and Colleges,
If we talk about factory workers then they like advertisements at Char Rasta, if we talk
about self employees then also same Char Rasta. So, Char Rasta and mall or multiplex
are best options.
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Effect of advertisement on buying of Honda Stunner with reference to Surat city.
Cross Tabs
Q-A] What consumer like in Honda Stunner Advertisement?
Table view: -
S.V.Patel college of computer science and business management.
Age &
Particulars concept style bike
acto
r actress sound dialog acting all
17 - 22 4 10 14 0 0 0 0 0 1
23 - 26 9 11 10 0 0 0 0 0 1
17 - 31 3 8 7 0 0 0 0 0 1
mo - 31 4 8 7 0 0 0 0 0 2
47
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Cross tab
0
2
4
6
8
10
12
14
16
concept style bike actor actress sound dialog acting all
Particular
Scale
17 - 22
23 - 26
17 - 31
mo - 31
Effect of advertisement on buying of Honda Stunner with reference to Surat city.
Chart View: -
Interpretation: - From the chart, Four part of the age group, from them many of
the respondents 37% like Style, 28% like Bike and 20 % respondents like
Concept of the stunner bike advertisements. So clearly, I found that most of the
information likes complete product and advertisements, from the above chart we cansay that 23 26 years old consumer very impressed from the both product as well as
advertisements.
Q-B] through which medium of advertisements consumer getting the
most of the information?
Table view: -
Occupation V/S
M.O.Adv. Newspaper Internet Radio Magazine Television Banner Other
S.employment 1 6 0 8 4 4 0
Factory worker 1 5 0 2 9 5 0
Professional 0 7 0 2 0 0 0
Teacher 1 2 0 0 1 0 0
Student 2 20 0 8 4 2 0
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Cross tabs
0
5
10
15
20
25
30
35
40
45
News
pape
r
Interne
t
Radio
Mag
azine
Telev
ision
Bann
er
Othe
r
Particulars
Scale
Other
Student
Teacher
Professional
Factory worker
Self employement
Effect of advertisement on buying of Honda Stunner with reference to Surat city.
Other 1 2 0 1 2 0 0
Chart View: -
Interpretation: - From the chart, Students is the major user of the stunner bike at
36%, out of 36%; 20% students uses internet for getting the information. So we can
say that internet is the very popular channel for advertising for students group. Not
only internet but also magazine, television and banner are very important channel
for advertising. Very few respondents got information from the newspaper, its mean
company not giving many advertise in newspaper.
Q-C] Where will advertisement attract consumers more and they can
easily see the advertisements?
Table View: -
Age /
Particulars Mall
Char
Rasta
Multiple
x
School &
colleges Other
17 - 22 9 7 5 7 0
23 - 26 9 7 7 7 1
17 - 31 2 7 7 3 0
mo - 31 5 8 5 2 2
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Cross tabs
0
1
2
3
4
5
6
7
8
9
10
Mall Char rasta Multiplex Sch & colleges Other
Paticulars
Scale
17 - 22
23 - 26
17 - 31
mo - 31
Effect of advertisement on buying of Honda Stunner with reference to Surat city.
Chart view: -
Interpretation: - From the above table and chart, I ask one question that where
will advertisement attract consumer most? And I got the answer mostly that mall,
char Rasta; multiplex etc. it mean many people can see advertisement very easily at
mall, multiplex and colleges. Mostly respondents give answer char Rasta becausethis is the place at where people can easily see advertisements when they riding bike.
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Findings
According to my study 84% respondents are aware from the Hondas various 2
wheelers advertisements.
The study show that 100% respondents aware from the Honda stunners
advertisements, at another many respondents aware from the other bikes
advertisements also.
Most of respondents like Bikes style and features in advertisements.
Most of the respondents got the product knowledge from the internet (42%)
and magazine (21%).
61% respondents very much satisfied from the product as well as
advertisements.
Because of advertising, 23% respondents have another two wheeler of Honda,
its mean advertisements play a very important role.
The graph indicates that 42% of the respondents have recommended other
people for purchasing Honda vehicle, and 52% respondents are not sure.
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Effect of advertisement on buying of Honda Stunner with reference to Surat city.
The study indicates that 49% of the consumer purchased their Honda Stunner
by attracting from its product and advertisement, and 27% consumer purchased
bike because of product attractiveness.
Suggestion
1. During the survey many respondents had their view points that why not a
celebrity is uses for endorsing the Honda Stunner bike? It has turned out to be
a pretty interesting question and yes, if a celebrity does endorse the Honda
stunner it might just turn out to be wonder for the company as in India a
celebrity endorsing a product is always considered as a means of influencing
and pulling customers to the market.
2. Also, as far as the survey indicates, timely and regular advertising on television
can also help the company make a good impact on the customers. And many of
the respondents even suggested that why doesnt Honda sponsor a game show
or a program on the television so as to make a good mark on the customers?
3. Mostly 70% of the customer suggests bringing more vehicles with a maximumc.c at a lower cost. So that every one can afford to purchase the vehicle.
4. Some of the customers are suggested to provide more extra accessories with
the Stunner without costing anything. Providing extra accessories with Stunner
directly boost up the sales of the company.
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Effect of advertisement on buying of Honda Stunner with reference to Surat city.
Conclusion
During my training I found that this company is in a strong position. This
company has a good management. The relation between workers and employees are
good. There is good co-ordination and confidence in the company. The company
management aim to provide good facility to customer. I am sure that companies
achieve its goal in short time.
And respondents of Honda stunner are very satisfied and advertisement played
very big role in terms of buying of bike, Honda company not give so much
advertisements in television but advertisement in newspaper, magazine played very
important role.
Maximum number of respondents get the information from the internet
specially students and professionals, student segment is the big segment for the
company for stunner bike and I also found that people very much attractive from the
mall and multiplex and these both places are also good for banner advertisements.
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Reference Books:-
Philip Kotler, Marketing Management, the Millennium Edition, Prentice
Hall of India Private Ltd., New Delhi-2000.
Reference Website:-
WWW.HONDA2WHEELERSINDIA.COM
WWW.MOTOSINDIA.COM
WWW.INDIABIKES.COM
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Dear Sir,
I am conducting the study of EFFECT OF ADVERTISMENT ON
BUYING OF HONDA STUNNER WITH REFERENCE TO SURAT CITY, I
thank to you if you give me response accurately and efficiently the below question
which is related with my survey. Your personal information will be kept confidential.
I am thanking to you for sparing your valuable time and co-operation in filling
this questionnaire.
Thank you, Your sincerely,
Vivek Aghera
Name ____________________________________________
Area ____________________________________________
Age : - [ ] 17 year-22 year [ ] 23 year-26 year
[ ] 27 year- 31 year [ ] More than 31 year
Occupation : - [ ] Self employment [ ] Factory worker
[ ] Professional [ ] Teacher
[ ] Student [ ] Other
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Education ___________________________________________
Family income : - [ ] 5000 7000 rs [ ] 7001 10000 rs
(Monthly) [ ] 10001 15000 rs [ ] 15001 20000 rs
[ ] More than 20000 rs
1. Have you seen the advertisement of the various 2 wheeler of Honda?
[ ] Yes [ ] No
2. Of which of the following advertisement of Honda 2 wheeler are youaware of.
[ ] Stunner [ ] Unicorn [ ] Dio[ ] Activa [ ] Shine [ ] Aviator [ ] All
3. Of which of the following advertisement of Honda 2 wheeler influence
you the most.
[ ] Stunner [ ] Unicorn [ ] Dio[ ] Activa [ ] Shine [ ] Aviator [ ] All
4. What did you like in Honda stunner advertisement?
[ ] Concept [ ] Style [ ] Bike[ ] Actor [ ] Actress [ ] Sound[ ] Dialog [ ] Acting [ ] All
5. Through which medium of advertisement are you getting the most ofthe information?
[ ] Newspaper [ ] Internet [ ] Radio
[ ] Magazine [ ] Television [ ] Banner [ ] Other (please specify) ___________________
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6. Do these advertisements appeal you to buy Honda stunner?
[ ] Yes, very much [ ] Ok, somewhat [ ] No, not at all
7. Do the advertisement of Honda stunner clearly meet up to yourexpectation? (i.e., budget, performance, maintenance)
[ ] Definitely, yes [ ] Neutral [ ] No, not at all
8. Have you bought any other Honda 2 wheeler being influenced by itsadvertisement?
(Bike name)[ ] Yes, _______________ [ ] No, _______________
9. Do you think that Honda stunner if endorsed by celebrities can haveadded advantage on influencing the customer?
[ ] Definitely yes [ ] May be [ ] Definitely not
10. What attract you more? The product being advertised or the product.
[ ] The product [ ] Advertisement[ ] both [ ] none
11. Would you recommend your friend to buy a Honda stunner afterwatching its advertisement?
[ ] Definitely yes [ ] May be[ ] No, not at all
12. Where will advertisement attract you more and you can easily see theadvertisement?
[ ] Mall [ ] Char Rasta
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[ ] Multiplex [ ] school & colleges[ ] Other (please specify) ____________________________