A research study on how the Honda Civic can help Honda Cars Alabang improve their passenger car sales

• Main Authors: Eleuterio, Arlene V., Isidro, Ritche Kristofferson C., Salazar, Millie Rose D.
• Format: text
• Language: English
• Published: Animo Repository 1998
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/16961
• Institution: De La Salle University

In the midst of a current economic crisis, Honda still manages to maintain market leadership in passenger car sales. The industry directly affected by the crisis struggles to find means of coping other car companies resorted to lowering their prices drastically while honda cannot have the same as an option. The market is bound to catch up with Honda's strategies and schemes the entry of new players makes the competition even tougher. Our paper aims to provide information on how the Honda Civic can help Honda maintain its position as the market leader in passenger car sales. Through the use of survey questionnaire in the area of the primary target market of Honda, we are able to determine the current consumer preference in selecting cars. Through the use of Hypothesis testing and analysis of research and data gathering we are able to conclude that the market still has high expectations for engine performance and fuel efficiency form their next car. The SAS software also helped us arrive at our conclusions along with the Chi-square analysis. We can also conclude that there is a good size of potential market for the Honda Civic but will need a few added features and accessories to give them that push to buy the Civic. The researchers suggest that the Civic available here in the Philippines be made at par with the standards of Civics available abroad. Providing safety features that meet global standards as added value for customers. The study reveals that so far, Honda has been doing things right, but their ad campaigns may need a bit more push. A profile of Honda's target market can help them come up with strategies and promotions that best suit their product, image and customers.