A STUDY ON CUSTOMER SATISFACTION OF HONDA ACTIVA AMONG CUSTOMERS

IN CHANGANACHERRY TALUKA Project submitted to the Mahatma Gandhi University

in partial fulfilment of the award of

Bachelor in Degree Commerce

Submitted by

Jinson George [Reg. No: SCAA09135747]

Job J Palakunnel [Reg. No: SCAA09135748]

Jobin K M [Reg. No: SCAA09135749]

Under the Supervision of

Mr.SOJAN KURIAN M.Com, MBA

RESEARCH & POST GRADUATE DEPARTMENT OF COMMERCE

2009-2012

CERTIFICATE

This is to certify that Jinson George, Job J Palakunnel and Jobin K M

are Sixth Semester B.Com students of this college. This project is submitted by

them in partial fulfilment of the requirement for the Bachelor Degree in

Commerce.

Rev. Dr.Tomy Joseph Padinjareveetil, MA [Eco], Ph.D.Principal

St. Berchmans College, Changanacherry

Changanacherry

28-03-2012

CERTIFICATE

This is to certify that Jinson George, Job J Palakunnel and Jobin K M

are Sixth Semester B.Com students of this college. This dissertation is submitted by

them in partial fulfilment of the requirement for the Degree of Bachelor of

Commerce.

Prof. M.C Baby

M.Com, MBA, FICWA, ACS, CPA

Head, Department of CommerceSt. Berchmans College,

Changanacherry

Changanacherry

28-03-2012

CERTIFICATE

I certify that this dissertation entitled A STUDY ON CUSTOMER

SATISFACTION OF HONDA ACTIVA AMONG CUSTOMERS IN

CHANGANACHERRY TALUK is a bonafide work done by Jinson George,

Job J Palakunnel and Jobin K M, in partial fulfilment for the Degree of

Bachelor of Commerce in Mahatma Gandhi University, under my supervision.

Mr. SOJAN KURIAN M.Com, MBA

Department of Commerce

St.Berchmans College, Changanacherry

Changanacherry

28-03-2012

DECLARATION

We, hereby declare that this dissertation entitled “A STUDY ON

CUSTOMER SATISFACTION OF HONDA ACTIVA AMONG

CUSTOMERS IN CHANGANACHERRY TALUK” submitted in partial

fulfilment for the Degree of Bachelor of Commerce in Mahatma Gandhi

University, is a record of bonafide research work carried out by us under the

guidance of MR. SOJAN KURIAN M.COM, MBA Lecturer, Department of

Commerce, St. Berchmans College Changanacherry and no part of it has been

submitted for any other degree or diploma.

Jinson George

Job J Palakunnel

Jobin K M

Changanacherry

28-03-2012

ACKNOWLEDGEMENT

We would like to express our profound gratitude to our research guide,

Mr.SojanKurianof the Department of Commerce, St. Berchmans College,

Changanacherry for his valuable guidance and encouragement in completing

this work.

We wish to thank the principal of this college, Rev Dr.TomyPadinjareveettil

for giving us an opportunity to take up this study.

We would also like to thank Prof. M C Baby, Head of the Department of

Commerce and other members of the faculty of Commerce for their support

and encouragement in completing this work.

Our sincere thanks to our family and friends for their words of

encouragement.

We thank God, the almighty who has been our guiding light

JinsonGeorge

Job J Palakunnel

Jobin K M

Changanacherry

28-03-2012

CONTENTS

List of Tables

List of Charts

Chapter Title Page No:

I

II

III

IV

V

Introduction

Theoretical Review

Company Profile

Data Analysis and Interpretations

Findings and Suggestions

Bibliography

Appendix

1-5

6-15

16-20

21-42

43-45

LIST OF TABLES AND CHARTS

LIST OF TABLES

TableNo: Title

PageNo:

I Gender 22

II Age 23

III Occupation 24

IV Income 25

V Source of information about Honda Activa 26

VI Place of service 27

VII Ratings for Ride, Handling 28

VIII Ratings for Comfort 29

IX Ratings for Road grip 30

X Ratings for Mileage 31

XI Ratings for Mileage 32

XII Ratings for Engine performance 33

XIII Ratings for Speed 34

XIV Ratings for Braking 35

XV Ratings for Pick-up 36

XVI Ratings for Re-sale value 37

XVII Service regularity 38

XVIII Satisfaction level of after sales service of Honda Activa

39

XIX Satisfaction level of cost and availability of spares of Honda Activa

40

XX Overall satisfaction with regard to the use of Honda Activa

41

LIST OF CHARTS

ChartNo: Title

PageNo:

I Gender 22

II Age 23

III Occupation 24

IV Income 25

V Source of information about Honda Activa 27

VI Place of service 28

VII Ratings for Ride, Handling 29

VIII Ratings for Comfort 30

IX Ratings for Road grip 31

X Ratings for Mileage 32

XI Ratings for Mileage 33

XII Ratings for Engine performance 34

XIII Ratings for Speed 35

XIV Ratings for Braking 36

XV Ratings for Pick-up 37

XVI Ratings for Re-sale value 38

XVII Service regularity 39

XVIII Satisfaction level of after sales service of Honda Activa

40

XIX Satisfaction level of cost and availability of spares of Honda Activa

41

XX Overall satisfaction with regard to the use of Honda Activa

42

CHAPTER I

INTRODUCTION

1

INTRODUCTION

The two wheeler segment in the automobile industry plays a

vital role in India. The present day market is such that a two wheeler is affordable by

middle class people in urban areas. It is also more convenient for travelling short

distance within the city and for individual. Over the years, the sales figures of the two

wheelers have increased to a very large extent. The sales of the two wheeler in 1950

were merely 900 units, whereas now the sales have gone up to millions. The two

wheeler market mainly consists of scooterette and motorcycles. The motorcycles

segment forms 65% of whole of two wheeler segment. Whereas earlier the

motorcycles had a very small share in the two wheeler segment but with the

collaboration of Indian and Japanese companies (Honda, Suzuki, and of Kawasaki)

the share has increased tremendously with reason being that two wheelers had a

superior engine, better pick-up, good mileage, improved designs and large options to

choose from.

The two wheeler segment is divided into two stroke and four stroke

categories. The two strokes consist of Kinetic Honda, Nova, YamahaRx135, KB-125,

etc. The four strokes category consists of Honda Activa, TVS Scooty, Kinetic Style,

etc. Most of the officials or some persons generally prefer these two wheelers, such

as Honda Activa, Kinetic Honda, Scooty, etc., as they are more concerned with

mileage. They are also concerned with these two wheelers, as they prefer unguarded

vehicles, so that it would be easy to ride the two wheelers in the cities where there is

much traffic. The scooterette segment will continue to lead the demand for two

2

wheeler in the coming years. The Indian two wheeler industries produced and sold

about 3.4 million units in the year 2009-10. Like any other Indian industry, the policy

environment guided and controlled this segment of the industry as well. Licensing

norms ruled till the mid 80’s restricted access to foreign technology inputs and foreign

investment by government. Since mid 80’s, the Indian automobile industry was

administered policies of liberalization, foreign collaboration coupled with Indian

market potential, attracted world major companies like, Honda, Yamaha, Suzuki,etc.

STATEMENT OF THE PROBLEM

With the recent influx of different brands in today’s two wheel auto

segment each brand is striving to satisfy customer with the end results of maintaining

quality. At present two wheelers as such has become necessity but not a nicety. With

this outlook of today’s market it is even in a layman’s perceptive that Honda has stood

against all odds. This indicates that Honda, by itself reflects a satisfied customer.

Keeping in mind curriculum requirement and organizational requirement the study has

been conducted to find out customer satisfaction towards Honda Activa

OBJECTIVES OF STUDY

The main objectives of the study are:

1.To find customer satisfaction level towards Honda Activa

2.To find out the customer satisfaction level to various  groups of people towards

Honda Activa.

3.To find out the relationship between customer satisfaction and sales.

3

NEED FOR THE STUDY

The need for the study arises in order to create awareness amongst the

customers and to determine the customer satisfaction. The need for the study arises

due to the following reasons: -

1.To measure the level of customers satisfaction towards  Honda Activa.

2.To know the customer preferences towards Activa.

3.To know the customers opinion towards existing after sales service provided by the

company.

SCOPE OF THE STUDY

1.It helps to know that which publicity media gives maximum retention to the

customers.

2.The study also helps the company to improve their standard of service & handle

the competition in the near future.

3.It also helps in putting in possible improvements, additions, and new strategies and

offers the customers.

PERIOD OF STUDY

The period of study of this dissertation is January to February 2012

4

METHODOLOGY

Sample Procedure

Empirical field studies require collection of first-hand information on data pertaining

to the unit of study from the field.This sampling plan is effective in getting the first

hand information, i.e. primary data, which has been required for the study by the

research. Secondary data is also used. The questionnaires were supplied to 30

respondents in Changanacherry Taluk.

LIMITATION OF THE STUDY

1. The study could not be conducted on a large sample size and area because of time

constraints. A sincere attempt has been made to collect information.

2. The number of sample size is 30 respondents.

3. The study is confined only to Changanacherry Taluk.

5

Chapter II

THEORETICAL REVIEW

6

MARKETING

“Marketing is so basic that it cannot be considered as a separate function. It is

the whole business seen from points the point of view of its final results, that is from

customer point of view… business success is not determined by the producer but by

the customer”

Peter.F.Drucker

“Marketing consists of all activities by which a company adapts itself to its

environment”

Ray Corey

WHAT IS MARKETING?

Marketing is a social and managerial process by which individuals and groups

obtain what they need and want through creating, offering and exchanging products of

value with others.

MARKET SEGMENTATION

The task of breaking the total market into segments that share common

properties is market segmentation. It is the process of identifying a group of

consumers with similar needs and producing a product that will meet those needs at a

profit. Market segmentation will facilitate the firm to identify and find out the

additional benefit desired by the people to pay benefits and source where they would

like to buy it.

7

CUSTOMER SATISFACTION

Customer satisfaction suffices the customer. Customer visualizes, perceives

and will have some expectations before making any purchase. If the product meets

customer’s expectations then he is satisfied. Customer will be satisfied when the

product meets the basic needs set and therefore utility of a product is nothing but

consumer’s estimation of product’s over all capacity to satisfy his needs. Customer

satisfaction is a function of perceived performances and expectations.

Dissonance – reducing buying behaviour

The customer might experience post purchase dissonance by noticing

disquieting features of product or by hearing favourable things about other product. If

performance of product does not satisfy perceived expectations, the customer is

dissatisfied, where he develops dissonance.

Post purchase satisfaction

When the customer is satisfied or delighted he will be dazzled. If the product

matches the expectations of customer he is satisfied. The customer’s satisfaction is a

function of closeness between the buyer’s product expectation (E) and products

perceived performance (P)

8

POST PURCHASE ACTIONS

There is high probability of purchasing the product if the customer is satisfied.

Marketers should take keen interest in handling customer’s dissatisfaction. Marketer’s

job is to understand buyer’s behaviour and aim at satisfying customers. The satisfied

customers will have brand loyalty and strong affinity towards the product, so there is

less scope of switching to other brands. Satisfaction can be used as gauge for

measuring effectiveness of customer care of the organization. This increases the

customer loyalty.

CUSTOMERS BUYING DECISION PROCESS

Social factors, personal factors, and psychological factors influence

Customer’s buying decision process. The company should ignore competitions and

concentrate on customers one-on-one that will drive competition crazy. This can be

most potent competitive weapon. Customer satisfaction should be main objective, goal

and marketing tool for a company.

TOOLS FOR TRACKING AND MEASURING CUSTOMER

SATISFACTION

The alert companies set up systems to monitor the attitude of customers by

monitoring changing levels of customer satisfaction before they affect sales it takes

action. The main attitude tracking systems are:

9

1. Complaint & suggestions system

2. Customer panel

3. Customer surveys

4. Ghost shopping

5. Lost customer analysis

1.COMPLAINT AND SUGGESTIONS

A customer-oriented company records, analysis and responds to complaints

and tries to correct problems by new ideas and should welcome complaints and try to

correct problems by new ideas and should help customers. Many hotels, restaurants

and banks use this feedback method to track and measure customer satisfaction.

Complaint handling strengthens buyer-seller relationship by building trust.

Follow the LIST method to handle complaints

10

2.CUSTOMER PANELS

Companies should run panels of customers who have to be communicated

periodically. Panels should be representatives of the range of customer attitudes.

Panels would reveal kinds of people who responded to promotion.

3.CUSTOMER SURVEYS

It is conducted to learn how product has affected brand choice behaviour, what

they thought of it and it is direct measure to track satisfied customers. Companies

periodically send questionnaires or make telephonic calls to a random sample to

customers to evaluate satisfaction level on 5 point scale (very dissatisfied, dissatisfied,

neutral, satisfied, very satisfied) and ask about quality of service and various other

aspects. Management compare these ratings and can arrive at customer satisfaction

level, measurement of customers repurchase intention or willingness to recommend

the product to others are also judged.

4.GHOST SHOPPING

Customer oriented companies hire persons to pose as potential buyers to report

their findings on strong and weak points they experienced in buying company’s and

competitor’s product. The ghost shoppers even pose certain problems to test whether

the company’s sales personal handle the situation well.

11

5.RETENTION OF CUSTOMERS

Retaining a single customer is most important than attracting many new

customers. Company should reconfigure all planning processes towards customers.

Direct all marketing efforts towards meeting customer needs. Create corporate strategy

aimed at customer value. Company can make customers happy by providing

reliability, responsiveness, assurance, empathy and tangible materials. The company

should create an emotional bondage between themselves and customers

CUTOMERS WILL BE SATISFIED BY CONTINUOUS

IMPROVEMENT PROCESS AND MAINTAINING TOTAL

QUALITY

Customers are judged of quality. Therefore, highest quality of products should be

company’s objective. Maintaining ‘zero defects’ or 100% quality. Thus improving

quality, in turn quality increases costeffectiveness.

Proven method and procedures should be adopted and applied consistently.

Quality derivativeness should be compulsory, satisfying customer’s requirements.

Companies should have quest for quality and should meet standards.

Quality should be in every stage from planning to production.

Quality should be in hallmark of the company. Company should promise highest

standard of product quality, safety, comfort and dependability.

12

Companies should have quest to find innovative ideas and features or attributes

that will create excitement and desire and they should look beyond what the

customer says.

INDUSTRIAL BACK GROUND OF THE STUDY

Since immemorial time man has been trying to make things which would make

life easier. Among these is the transportation for himself and the goods. The invention

of wheel revolutionized the concept of transportation. Initially human beings and

animals were used for drawing carts but quest for faster and delivering large quantities

in faster period resulted in constant improvement of wheel driven carts. In 1985

Gattlib Palmer and Kalt Benz invented the first petrol driven car. This was the

beginning of the trend, which revolutionized the concept of personal transport. But

with the passage of time the need for a fuel efficient light weight vehicle was felt.

Thus resulted in the invention of Europe, a car on two wheels.

GROWTH OF THE INDUSTRY

In India two wheelers have demonstrated the ever since they come to know

been used in the country. So the manufacturers are all set to woo the customers with

the styles that surprise, efficiency above expectations, durability and services and more

reliable pricing. Since the 1980’s the market for personalized transport experienced a

strident growth in the country. From January 1994 the market especially for two

wheelers has so grown to meet the demand of the customers of India. The production

capacity has been consistently increased. Largely speaking three major categories of

13

two wheeler started coming, the Scooters, the Motorcycles and Mopeds. The recent

trend is for the scooterette.

INDIAN AUTOMOBILE MARKET:

In India basically the people are composed of middle and lower income people.

For them economical and reasonable comfortable bike or scooter with less

maintenance was the priority. Honda noticed this and their efforts paid dividends when

Activa was launched. The two wheeler age revolutionized Indian automobile market.

The customer’s attitudes too changed with preference for looks, low cost,

maintenance, fuel efficiency. Power of engine, availability of spare parts, comfortable

riding and good after sales service. Consumer’s long list of preference was carefully

kept in mind and a new era of market segmentation began. The market now segregates

high income and middle income from rich class of customers. Bikes and scooterette

for every one has become a motto for automobile industry.

Rich and high-income group of customers usually goes for:

– Looks

– Maintenance

– Power

The middle and low-income people goes for:

– Fuel efficient

– Power

14

– Economical cost

INDUSTRY PROFILE

The Indian two wheelers industries can be broadly classified as scooters,

motorcycles and mopeds. The domestic two wheeler sales of 3.4 million in financial

year 2009-10. In the last six years, the domestic two wheeler industries have seen

structural changes. This can be seen from the change in composition of two wheeler

sales. Where the motor cycles have consistently gained market share from scooter and

moped segment to corner a share of 41% of total two wheeler sales. This trend is

expected to continue in the next two years till the four stroke scooters make their

presence felt in this segment. Moped sales in southern region lead in three wheeler

sales with a contribution of 42% and 35.8% of total three wheeler sales respectively.

INDUSTRIAL BACKGROUND

Indian automobile industry is full of big names such as Maruti, Kawasaki,

Tata, TVS, Suzuki, Yamaha, Hero Honda, and many others have swept away the

automobile market with high quality 2 and 4 wheelers. When we shift our attention to

manufacturers of bikes in India such as Hero Honda, Yamaha, TVS-Suzuki, Bullet and

many others occupy pre-dominant positions in our eyes. These have been gained big

status to their entity with liberalization opening gates of conservative Indian economy,

many multinational companies are collaborating with Indian companies to market

share for their vehicles at international level.

15

CHAPTER III

COMPANY PROFILE

16

HONDA

Honda is the world's largest manufacturer of 2-wheelers. 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), a wholly owned subsidiary of

Honda MotorCompany Ltd., 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.

ORIGIN OF THE ORGANIZATION

Honda Activa is the first scooter model of HMSI for the Indian market. It has

revitalized the Indian scooter market after its launch in the year 2000. Within the 1st

year of its launch it has been awarded the 'Scooter of the Year' by Overdrive magazine

and also the 'Readers Choice Award' for the best scooter by Auto India Magazine. The

Honda Activa has set a new standard for new era of scooters in India. It has been

developed exclusively for the Indian market after closely examining the changing

lifestyles, wants and needs of the consumers.

17

The Honda Activa has been designed to cater people who believe:

• The conventional Indian scooter is too big and difficult to handle

• The scooterette is too small and similar to mopeds

The Honda Activa is equipped with a number of new functions and

mechanisms, introduced for the first time in India. It is designed to offer greater

functionality, performance, economy, and ease of handling and maintenance to a wide

cross-section of the Indian society.

As responsible members of society and industry, Honda Motorcycle and

Scooters India Pvt. Ltd. manufacturer of two wheelers, recognize that wellbeing of

humans and conservation of earth's environment is important. By adopting

environmental management system, HMSI is moving towards realization of Honda's

green factory concept.

HMSI tries continually to monitor, improve and conserve the environment in

which we operate. HMSI is committed to achieve, environmental excellence in all its

industrial activities, in the following ways:

• Conserving environment through preventing pollution at its source of generation and

strengthening our existing pollution control system.

• Promoting conservation of resources such as energy, water, oil and grease and other

raw materials, by reusing, recycling and minimizing the waste generation.

• Complying with all applicable legal/regulatory requirements and strive to go beyond

wherever possible.

• Regular monitoring and reviewing of environmental objectives and targets.

• Increasing environment awareness and competence amongst our employees and

encourage vendors & dealers to adopt Execution Management System

18

PRODUCT PROFILE

HONDA ACTIVA

Technical Specifications

Engine:

Engine 4-stroke, single cylinder, air cooled, OHC

Displacement 109ccMaximum Power 8 bhp @ 7500 rpmMaximum Torque 0.9 Kg-m @5500 rpmTransmission V-maticIgnition Self & Kick

Electricals:

Battery 12V, 5AhHeadlamp 35/35W Halogen

Chassis:

Frame High Rigidity Underbone TypeDimension(l x b x h) 1761 x 710 x 1147mmWheel Base 1238mmSeat Height 765mmGround Clearance 145mm

Suspension:

Front Bottom link with Spring loaded Hydraulic Damper

Rear Unit Swing with Spring loaded Hydraulic Damper

Tyre Size:

Front 90/100-10 53 JRear 90/100-10 53 J

Brakes:

19

Front Drum, 130mm Diameter (with CBS)Rear Drum, 130mm Diameter (with CBS)

Fuel Tank Capacity:

Fuel Tank Capacity 5.3 Litres

Underseat Storage 18 Litres

Colours:

➢Strand silver metallic

➢Black

➢Laser red

➢Precious gold metallic

➢Azure blue metallic

Features:

Aerodynamic Design: The Honda Activa has an aerodynamic body that helps cool

the engine through smoother airflow. It also helps to lower fuel consumption by

lowering air resistance.

Tuff up Tube: The Tyres of the Honda Activa have double layered tubes with fluid in

between. This seals the air leakage in case of a puncture to ensure that the rider enjoys

a hassle-free ride.

Under Seat Box: Neatly hidden beneath the seat of the Honda Activa is space that can

comfortably hold a helmet or any other thing you wish to put away.

CLIC: The ‘Convenient Lift-up Independent Cover’ enables one to easily lift-up the

Honda Activa’s body cover, like the bonnet of a car.This makes routine maintenance

easier and faster.

20

Multi-Reflector headlamp: Honda Activa has a powerful and very stylish multi-

reflector headlamp that increases road visibility to make night driving a safe

experience.

CHAPTER IV

DATA ANALYSIS AND

INTERPRETATIONS

21

Analysis and Interpretation of Data

1. Gender

Table I

Table showing Gender

Gender Number of

respondents

Percentage of

respondents

Male

Female

20

10

66.67%

33.33%

Total 30 100%

Chart I

Chart showing Gender

22

MaleFemale

Among the respondents,20 were male and 10 were female. Out of 30 respondents,

66.67% were male and 33.33% were female.

2. Age

Table II

Table showing age

Age Number Percentage

18-25 4 13.33%

25-35 6 20%

35-45 8 26.67%

45 and above 12 40%

Total 30 100%

Chart II

Chart II showing age

23

18-2525-3535-4545 and above

The above table shows that 40% of respondents belong the age group 45 and above.

The number of respondents in the age group 35 to 45 is 8 and the percentage is

26.67%.6 respondents were in the age group 25 to 35 and their percentage is

20%.Only 4 out of 30 were in the age group of 18 to 25 and their percentage is

13.33%.

3. Occupation

Table III

Table showing the occupation

Occupation Number Percentage

Employee 10 33.33%

Profession 2 6.67%

Business 8 26.67

Student 4 13.33%

Others 6 20%

Total 30 100%

24

Chart III

Chart showing Occupation

EmployeeProfessionBusinessStudentOthers

The table above shows that 33.33% of the respondents are employees.8 out of 30

respondents are having business as their occupation. 13.33% of respondents are

students and 6.67% of the respondents are having their occupation as profession. 20%

of respondents have other occupations.

4. Income

Table IV

Table showing annual income

Annual Income Number Percentage

Up to Rs.200000 8 26.67%

Rs.200000 to Rs. 300000 12 40%

Rs.300000 to Rs.400000 5 16.67%

Rs.400000 to Rs.500000 3 10%

25

Rs.500000 and above 2 6.67%

Total 30 100%

Chart IV

Chart showing annual income

The above table shows 26.67% of respondents belong to the income group who have

income up to Rs.200000. 40% ofrespondents belong to the income group who have

income between Rs.200000 and Rs.300000. There is 16.67% ofrespondents who

belong to income group Rs.300000 to Rs.400000. 10 % of respondents have income

between Rs.400000 and Rs.500000.The percentage of respondents having income

Rs.500000 and above is 6.67%.

5. Source of information about Honda Activa

Table V

Table showing the source of information about Honda Activa

Source of information Number Percentage

26

Up to Rs.200000

Rs.200000 to Rs.300000

Rs.300000 to Rs.400000

Rs.400000 to Rs.500000

Rs.500000 and above

0 2 4 6 8 10 12

Annual Income

Newspapers 11 36.67%

Television 6 20%

Magazines 5 16.67%

Show-room display 2 6.67%

Exhibition 2 6.67%

Friends 4 13.33%

Total 30 100%

Chart V

Chart showing source of information

The above table shows that newspaper influenced 36.67% to buy Honda Activa. 20%

of people are influenced by television to buy Honda Activa. Magazines influenced

16.67% of people to buy Honda Activa. Show-room displays and Exhibitions

27

NewspaperTelevisionMagazinesShow-room displayExhibitionFriends

influenced 6.67% of people to buy Honda Activa and Friends influenced 13.33% of

people to buy Honda Activa.

6. Place of service

Table VI

Table showing preferred service centres

Place of service Number Percentage

Authorised selling centre 20 66.67%

Other authorised centre 6 20%

Private centre 4 13.33%

Total 30 100%

Chart VI

Chart showing preferred service centres

Authorised selling centre

Other authorised centre

Private centre0

5

10

15

20

25

Preferred Service Centre

The above table shows that 20 out of 30 respondents that is 66.67% of respondents

goes to an authorised selling centre to service their Honda Activa.20% of the

28

respondents goes to other authorised centres for service.13.33% of respondents that is

4 out of 30 respondents go to private centres.

7. Ratings for Ride, Handling

Table VII

Table showing ratings for ride, handling

Ratings Number Percentage

Excellent 5 16.67%

Good 15 50%

Average 6 20%

Poor 4 13.33%

Total 30 100%

Chart VII

Chart showing ratings for ride, handling

ExcellentGoodAveragePoor

29

The above table shows that 50% of respondents have rated the ride, handling of Honda

Activa as good.16.67% person rated it as excellent and 20% respondents find it only

average.13.33% of respondents rated it as poor.

8. Ratings for Comfort

Table VIII

Table showing ratings for Comfort

Ratings Number Percentage

Excellent 3 10%

Good 20 66.67%

Average 4 6.67

Poor 1 3.33%

Total 30 100%

Chart VIII

Chart showing ratings for Comfort

Excellent Good Average Poor0

5

10

15

20

25

Ratings for Comfort

30

From the above table it is clear that 66.67% people find the comfort given by Honda

Activa is good. 10% respondents find it excellent and 6.67% people find it average.

Only one respondent out of thirty finds it as poor.

9. Ratings for Road grip

Table IX

Table showing ratings for Road grip

Ratings Number Percentage

Excellent 1 3.33%

Good 12 40%

Average 13 43.33%

Poor 4 13.33%

Total 30 100%

Chart IX

Chart showing ratings for Road grip

ExcellentGoodAveragePoor

31

The above table shows that 43.33% of respondents find the road grip of Honda Activa

is average. 40% of respondents think it is good and 13.33% of people think it is poor.

Only one respondent thinks it is excellent.

10. Ratings for Mileage

Table X

Table showing ratings for Mileage

Ratings Number Percentage

Excellent 8 26.67%

Good 15 50%

Average 5 16.67%

Poor 2 6.67%

Total 30 100%

Chart X

Chart showing ratings for Mileage

Excellent Good Average Poor0

2

4

6

8

10

12

14

16

Ratings forMileage

32

The above table shows that 53.33% of respondents find the mileage of Honda Activa

is average and 20% of respondents think it is poor. However 26.67% of respondents

find it good.

11. Ratings for Design

Table XI

Table showing ratings for Design

Ratings Number Percentage

Excellent 12 40%

Good 8 26.67%

Average 7 23.33%

Poor 3 10%

Total 30 100%

Chart XI

Chart showing ratings for Design

Excellent

Good

Average

Poor

0 2 4 6 8 10 12 14

Ratings for Design

33

The above table shows that 40% of respondents find the design of Honda Activa

excellent.26.67% respondents find it good and 23.33% of people find it average.10%

of people find it poor.

12. Ratings for Engine performance

Table XII

Table showing ratings for engine performance

Ratings Number Percentage

Excellent 13 43.33%

Good 8 26.67%

Average 6 20%

Poor 3 10%

Total 30 100%

Chart XII

Chart showing ratings for Engine performance

ExcellentGoodAveragePoor

34

From the above table it is clear that 43.33% of respondents find engine performance of

Honda Activa is excellent. 26.67% of respondents find it good and 20% find it

average. 10% find it poor.

13. Ratings for Speed

Table XIII

Table showing ratings for Speed

Ratings Number Percentage

Excellent 6 20%

Good 17 56.67%

Average 6 20%

Poor 1 3.33%

Total 30 100%

Chart XIII

Chart showing ratings for Speed

Excellent Good Average Poor0

2

4

6

8

10

12

14

16

18

Ratings for Speed

35

The study shows that 56.67% of the respondents find the speed of Honda Activa as

good. 6 respondents find it excellent and 20% of respondents find it average. Only one

respondent finds it poor.

14. Ratings for Braking

Table XIV

Table showing ratings for Braking

Ratings Number Percentage

Excellent 3 10%

Good 16 53.33%

Average 8 26.67%

Poor 3 10%

Total 30 100%

Chart XIV

Chart showing ratings for Braking

ExcellentGoodAveragePoor

36

The above table shows that 53.33% of the respondents rated the braking of Honda

Activa good and 26.67% rated it average.3 respondents find it excellent and 10% of

the respondents think it is poor.

15. Ratings for Pick-up

Table XV

Table showing ratings for pick-up

Ratings Number Percentage

Excellent 10 33.33%

Good 16 53.33%

Average 3 10%

Poor 1 3.33%

Total 30 100%

Chart XV

Chart showing ratings for pick-up

Excellent Good Average Poor0

2

4

6

8

10

12

14

16

Ratings for Pick-up

37

From the above table it is clear that 53.33% of the respondents find the pick-up of

Honda Activa good and 33.33% of the respondents find it excellent.10% respondents

find it average and only one respondent finds it poor.

16. Ratings for Re-sale value

Table XVI

Table showing ratings for Re-sale value

Ratings Number Percentage

Excellent 3 10%

Good 14 46.67%

Average 10 33.33%

Poor 3 10%

Total 30 100%

Chart XVI

Chart showing ratings for Re-sale value

ExcellentGoodAveragePoor

38

The study shows that 46.67% people find the re-sale value of Honda Activa good and

33.33% of the respondents find it average.10% of respondents find it excellent and 3

respondents out of 30 find it poor.

17. Service regularity

Table XVII

Table showing Service regularity

Regularity Number Percentage

Regular 17 56.67%

Irregular 13 43.33%

Total 30 100%

Chart XVII

Chart showing Service regularity

Regular Irregular0

2

4

6

8

10

12

14

16

18

Service regularity

39

The study shows that 56.67% of the respondents service their Honda Activa regularly

and 43.33% of respondents do the service irregularly.

18. Satisfaction level of after sales service of Honda Activa

Table XVIII

Table showing satisfaction level of after sale services of Honda Activa

Satisfaction level Number Percentage

Satisfied 16 53.33%

Dissatisfied 14 46.67%

Total 30 100%

Chart XVIII

Chart showing satisfaction level of after sale services of Honda Activa

SatisfiedDissatisfied

40

The above table shows that 53.33% of the respondents are satisfied in the after sales

service of Honda Activa and 46.67% of the respondents are dissatisfied.

19. Satisfaction level of cost and availability of Honda Activa

Table XIX

Table showing satisfaction level of cost and availability of spares of

Honda Activa

Satisfaction level Number Percentage

Satisfied 18 60%

Dissatisfied 12 40%

Total 30 100%

Chart XIX

Chart showing satisfaction level of cost and availability of spares of

Honda Activa

Satisfied Dissatisfied0

2

4

6

8

10

12

14

16

18

Satisfaction level of cost and availabilty of spares of Honda Activa

41

From the above table it is clear that 60% of the respondents are satisfied in the cost

and availability of the spares of Honda Activa and 40% are dissatisfied.

20. Overall satisfaction with regard to the use of Honda Activa

Table XX

Table showing overall satisfaction with regard to use of Honda Activa

Satisfaction level Number Percentage

Excellent 5 16.67%

Good 14 46.67%

Satisfactory 10 33.33%

Not satisfactory 1 3.33%

Total 30 100%

Chart XX

Chart showing overall satisfaction

ExcellentGoodSatisfactoryNot satisfactory

The study shows that 46.67% of the respondents are satisfied in the use of Honda

Activa and 16.67% of respondents find that overall satisfaction with regard to the use

42

of Honda Activa is good. 10 respondents find it satisfactory and one person finds it not

satisfactory.

CHAPTER V

43

FINDINGS AND SUGGESTIONS

Findings of the study

The study was undertaken to know the customer satisfaction of Honda Activa among

customers in Changanacherry taluk. For this purpose, Questionnaire was used as

instrument for collecting the data from the respondents. The data collected was

analysed. The following are the findings of the study:

1. Among the respondents, 66.67% were male and 33.37% were female.

44

2. Among 30 respondents, 33.37% are employed, 6.67% were professionals, 26.67%

were business men and 13.33% were students and 20% had other occupations. All the

respondents bought Honda Activa for convenience.

3. The media through which the respondents came to know about Honda Activa

werenewspaper, television, magazines, show-room display, exhibitions and friends.

4. The majority of the respondents are satisfied with Honda Activa.

5. It was clear in the study that those respondents who are dissatisfied serviced their

Honda Activa irregularly and in private centres.

6. The ultimate aim of the study was to ascertain the satisfaction of consumers of

Honda Activa. Among 30 respondents, 16.67% of the respondents rated Honda Activa

as excellent, 46.67% respondents rated it good, 33.33% rated it as satisfactory and

3.33% rated it as not-satisfactory.

7. It was found through the study that middle aged respondents are more satisfied with

Honda Activa than low aged respondents and high aged respondents.

8. The study revealed that there is a relationship with customer satisfaction and sales.

The satisfied customers were willing to buy another Honda Activa if they will buy

another two wheeler.

Suggestions

45

It was evident from the study that most of the respondents are satisfied with their

Honda Activa. However some of the respondents were dissatisfied. Here are some

suggestions where the company should make improvements:

1. Manufactures should allow discounts in the price of vehicle and spare parts.

2. The number of service centres should be increased and the availability of spare parts

also should be increased.

3. The company should manage the service demand without causing inconvenience to

the consumers.

4. As Honda Activa is a popular model, the company should make research so as to

offer more efficient vehicle in terms of mileage and utility.

46