Organisation Research

CONSUMER ANALYSIS TO DEVISE AN EFFECTIVE SALES STRATEGY FOR

DHRUVDESH HONDA

By:
Candidate name: NARAYAN AHEER
15YACMD118
Synopsis submitted in partial fulfilment of the requirements for the award for the
degree of
MASTERS OF BUSINESS ADMINISTRATION
Of
BANGALORE UNIVERSITY

Under the guidance of

Asst. Prof. SINDHU R MENON
Presidency College

PRESIDENCY COLLEGE
Bangalore University
2016-2017
TITLE OF THE STUDY :
CONSUMER ANALYSIS TO DEVISE AN EFFECTIVE SALES
STRATEGY FOR DHRUVDESH HONDA

INRODUCTION

Dhruvdesh Honda is an authorized dealer of Honda two wheelers India pvt.Ltd. It was
started on 24th August 2002 with the Objective of providing good service Facility for
its customers. Dhruvdesh Honda is one among the largest dealer of HMSE in
Bangalore. Facility in Yelahanka on 26th March 2007 Dhruvdesh Honda is First in
South India to start Safety Riding Trainer, to provide a good service facility for its
valuable customers.

Showrooms across Bangalore Sale: Mekhri circle, Yelahanka, Devanahalli.

Service centres: Jayamahal, RT Nagar,Nagawara,gokul,Yellahanka,malleshwaram,Devanhall

PRODUCTS–CD 110DREAM ,DREAM NEO,CB UNICORN 160,CBR 150R, DREAM

YUGA, ACTIVA 1,CBR250R,CB UNICORN 150,AVIATOR, NAVI, CB SHINE, LIVO,
CB HORNET, ACTIVA 125,ACTIVA 4G ,DIO.

Facilities provided by dhruvdesh honda

Some of facilities provided by Dhruvdesh Honda include institutional sales, extended

warranty where in they provide 12 moths extended warranty in case of mechanical and
electrical breakdown plus they also provide two year of standard warranty. all the two
wheeler vehicles owners can avail there services at their own house.

NEED FOR THE STUDY

This study is to devise an effective strategy for Dhruvdesh Honda. All the automobile
dealership distribution networks are strong and well established. This study is to sustain and
grow in this competitive market and understanding competitive factors of other two wheeler
dealers. This study is to analyse the sales strategy used by other dealers. Also, to understand
customer behaviour and their needs. Engages in the development manufacture and
distribution of motor cycle and power products primarily. to check the change in demand
pattern of the customers. to check the brand preference of customer and retailer towards two
Wellers . as well as to know the The most influence media to create awareness regarding to
Wellers

STATEMENT OF PROBLEM

The automobile market is well established and margins are thin. The biggest challenge faced
by automobile dealer to maintain profitability of the set-up. Competition from rival product
dealers and same product dealers are very high. The service and sales of spare parts by local
automobile shops are cheaper than authorised dealers. The automobile brands are trying to
create competition between dealers of same brand. In this wake Dhruvadesh Honda wishes
to gain an understanding of the market that would help it in increasing footfall to the
dealership and thereby increase sales.

OBJECTIVES

The objectives of the study can be stated as:

1. To identify reasons for non-conversion (prospective customers visiting the dealership

not buying from there)
2. To profile customers in terms to demographics, buying behaviour and media habits
3. To identify areas of improvement for the services offered by Dhruvadesh Honda
4. To identify the customers satisfaction and service

SOURCES OF DATA

Primary data – Primary data consists of a collection of original data collected by the
researcher. In this study primary data will be collected using survey method. Face to face
interviews will be conducted with respondents.

Secondary data- Secondary data is data that has already been collected by someone else
for a different purpose. It is the data which is already available during the process of
investigation.
Secondary data will be collected to understand about two wheeler market. It will also be
used as part of exploratory research. Secondary data for this study will be collected from
newspaper, internet, magazines and journals.

SAMPLING

Sample unit: Sample unit will be customers of Dhruvdesh Honda. They will be
contacted at the dealership.

Sample size : 100

Sampling: The sample will be collected through convenience sampling method

TOOLS FOR DATA COLLECTION

Questionnaire will be used for collecting data. Close ended questions and scaling techniques
will be part of the questionnaire. Wherever required, open ended questions also will be used.

PLAN OFANALYSIS

The plan of analysis is used to draw generalize conclusion. Data will be tabulated and will be
represented through graphs and charts. Cross tabulation will be done where ever necessary .

CHAPTER SCHEME

 ITRODUCTION
 REVIEW OF LITERATURE
 OJECTIVES
 RESEARCH METHODOLOGY
 DATA ANALTSIS AND INTERPRETATION
 FINDING OF THE STUDY
  CONCULUSIONS AND SUGGESTION
 ANEXURES
 Questionnaire
 Bibliography

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