CUSTOMER’S SATISFACTION OF HONDA TWO WHEELERS

8/15/2019 CUSTOMER’S SATISFACTION OF HONDA TWO WHEELERS

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“A STUDY ON CUSTOMER’S SATISFACTION OF

HONDA TWO WHEELERS

WITH SPECIAL REFERENCE TO

AM WINGS HONDA PALAKKAD PVT LTD”

1. INTRODUCTION

1.1 Intro!"t#on to t$% To" o' t$% St!(

The prosperity of every business unit depends on the efficiency with which its

goods are marketing. Marketing occupies an important position in the organization of a

business unit. If the marketing functions are not fruitfully carried out, it will affect theexistence of an ultimate customer at all time. All activities which are involved in the

process of transferring floods from the place of its manufacture to the ultimate consumer

some under the purview of marketing.

A marketing strategy is a consistent appropriate and feasible set of principles

through which particular company hope to achieve it longrun customer and profit

ob!ectives in a particular competitive environment."

#owadays it become necessary develop new marketing techni$ues in maintaining

the existing customers and in meeting the new ones. The most important changes is that

the present day market is that $uality standards earliest determined by the marketer have

been now determined by the customer. Marketing begins with assessment of customer

concerns and end up with the evolution.

%uring the years of growing complexities the management needs more and more

information to reduce the uncertainties involved in introducing the new product. It is

related with needs , wants and demands , products ,value and satisfactions.

The automobile industry designs, develops, manufactures, markets, and sells motor

vehicles, and is one of the world&s most important economic sectors by revenue. The

competitive nature of the automobile industry has prompted the companies to take up new

and innovative market strategies towards the competition. The automobile industry in

India has witnessed a rapid growth over the last couple of decades and in recent years it

has also captured the attention of the whole world with some innovative products. It

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includes manufacturing of cars, twowheelers like motorcycles, scooters, bikes, passenger

cars, trucks, tractors, defence vehicles and buses. The automobile industry can be widely

divided into car manufacturing, heavy vehicle manufacturing and twowheeler

manufacturing.

The study has been conducted to know the 'ustomer (atisfaction level towards

)onda Two *heelers *ith (pecial +eference to AM *ings )onda alakkad. They want

to know the factors that lead to the preference of a particular brand by the customers. This

study will be useful for the organization to understand the reasons for the preference of the

)onda bike.

C!)to*%r S+t#)'+"t#on

The modern marketing concept is customer oriented backed by integrated marketing

aimed at generating customer satisfaction as the key to satisfying organizational.

THEORETICAL ,ACKGROUND OF TOPIC

S+t#)'+"t#on

It is no longer enough to satisfy customers. -ou must delight them (atisfaction is a person feeling of pleasure or disappointment resulting from comparing the products to

comparing product received performance is or outcome/ in relation to his or her

expectation

As this definition makes clear satisfaction is a function of received performance

and expectations. *ith the performance falls sharp expectation, the customer is

dissatisfied. If the performance matches the expectations the customer is satisfied. *ith the

performance exceeds expectations, the customer is highly satisfied or delighted Mini

companies are for high satisfaction because customers who are !ust satisfied still find it

easy to switch when a better offer comes along. Those who are highly satisfied are much

less ready to switch

)igh satisfaction is delight creates an emotional brand with the brand. #ot a !ust

rational performance the result is high customer loyalty 0eroxes senior managers believes

that a very satisfied or delighted customer is worth tent times as much to the company as a

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A!to*o/#0% #n!)tr( #n In#+

The A!to*o/#0% #n!)tr( in India is one of the largest in the world and

one of the fastest growing globally. India manufactures over :7.2 million vehicles

including 1 wheeled and ; wheeled/ and exports about 1.== million every year. It is

the world&s second largest manufacturer of motorcycles, with annual sales exceeding

5.2 million in 133>. India&s passenger car and commercial vehicle manufacturing

industry is the seventh largest in the world, with an annual production of more than

=.7 million units in 13:3. According to recent reports, India is set to overtake 8razil

to become the sixth largest passenger vehicle producer in the world, growing :6:5

per cent to sell around three million units in the course of 13:::1 In 133>, India

emerged as Asia&s fourth largest exporter of passenger cars, behind ?apan, (outh

@orea, and Thailand.

As of 13:3, India is home to ;3 million passenger vehicles and more

than =.7 million automotive vehicles were produced in India in 13:3 an increase of

==.>/, making the country the second fastest growing automobile market in the

world. According to the (ociety of Indian Automobile Manufacturers, annual car

sales are pro!ected to increase up to 2 million vehicles by 13:2 and more than >

million by 1313. 8y 1323, the country is expected to top the world in car volumes

with approximately 6:: million vehicles on the nation&s roads.

The Indian Automobile Industry is manufacturing over :: million

vehicles and exporting about :.2 million every year. The dominant products of the

industry are two wheelers with a market share of over 72 and passenger cars with a

market share of about :6. 'ommercial vehicles and three wheelers share about >

of the market between them. About >: of the vehicles sold are used by households

and only about > for commercial purposes. The industry has attained a turnover of

more than 4(% =2 billion and provides direct and indirect employment to over :=

million people.

The supply chain of this industry in India is very similar to the supply chain of

the automotive industry in Burope and America. This may present its own set of

opportunities and threats. The orders of the industry arise from the bottom of the supply

chain i. e., from the consumers and go through the automakers and climbs up until the

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third tier suppliers. )owever the products, as channelled in every traditional automotive

industry, flow from the top of the supply chain to reach the consumers. Interestingly, the

level of trade exports in this sector in India has been medium and imports have been

low. )owever, this is rapidly changing and both exports and imports are increasing. The

demand determinants of the industry are factors like affordability, product innovation,

infrastructure and price of fuel. Also, the basis of competition in the sector is high and

increasing, and its life cycle stage is growth. *ith a rapidly growing middle class, all

the advantages of this sector in India are yet to be leveraged.

a new !ourney in :>>: with delicensing of the sector and subse$uent opening up for

:33 foreign direct investment C%I/. (ince then almost all global ma!ors have set up

their facilities in Indian taking the level of production from 1 million in :>>: to over :3

million in recent years. The exports in automotive sector have grown on an average

compound annual growth rate of =3 per year for the last seven years. The export

earnings from this sector are over 4(% 6 billion.

Bven with this rapid growth, the Indian automotive industryDs contribution in global

terms is very low. This is evident from the fact that even thought passenger and

commercial vehicles have crossed the production figures of 1.= million in the year

1335, yet IndiaDs share is about =.15 of world production of 73.2= million passenger

and commercial vehicles. IndiaDs automotive exports constitute only about 3.= of

global automotive trade.

INDIAN TWO WHEELER INDUSTRY

Automobile is one of the largest industries in global market. 8eing the leader in

product and process technologies in the manufacturing sector, it has been recognized as

one of the drivers of economic growth. %uring the last decade, well directed efforts have

been made to provide a new look to the automobile policy for realizing the sector&s full

potential for the economy. (teps like abolition of licensing, removal of $uantitative

restrictions and initiatives to bring the policy framework in consonance with *T<

re$uirements have set the industry in a progressive track. +emoval of the restrictive

environment has helped restructuring, and enabled industry to absorb new technologies,

aligning itself with the global development and also to realize its potential in the country.

The liberalization policies have led to continuous increase in competition which has

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ultimately resulted in modernization in line with the global standards as well as in

substantial cut in prices. Aggressive marketing by the auto finance companies have also

played a significant role in boosting automobile demand, especially from the population in

the middle income group.

I#%IA is the second largest producer of twowheelers in the world. In the last few

years, the Indian twowheeler industry has seen spectacular growth. The country stands

next to 'hina and ?apan in terms of production and sales respectively.

Ma!ority of Indians, especially the youngsters prefer motorbikes rather than cars.

'apturing a large share in the twowheeler industry, bikes and scooters cover a ma!or

segment. 8ikes are considered to be the favorite among the youth generation, as they help

in easy commutation.

Earge varieties of two wheelers are available in the market, known for their latest

technology and enhanced mileage. Indian bikes, scooters and mopeds represent style and

class for both men and women in India. )owever, few Indian bike enthusiasts prefer high

performance imported bikes. (ome of the most popular highspeed bikes are (uzuki

)ayabusa, @awasaki #in!a, (uzuki Feus, )ero )onda @arizma, 8a!a! ulsar and )onda

4nicorn. These super bikes are specially designed for those who have a zeal for speedy

drive.

FAMOUS INDIAN TWO WHEELER DEALERS

8A?A? A4T< ET%.

)B+< M


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1.-.- COMPANY PROFILE

HONDA MOTORCYCLES SCOOTERS INDIA LTD

)onda Motorcycle H (cooter India vt. Etd )M(I/ is a fully owned subsidiary of

)onda Motor 'ompany Eimited, ?apan. )onda is the world&s largest manufacturer of two

wheelers. (et up in :>>>, it was the fourth )onda automotive venture in India, after )ero)onda, @inetic )onda Motor Etd and )onda (iel 'ars India Eimited. )ead$uarters of the

company are located at 9urgaon in )aryana state of India. In %ecember 1331, )M(I got

I(< :;33: certification.

A,OUT THE COMPANY

)onda Motorcycle H (cooter India vt. Etd was founded on August 13, :>>> at

Manesar near 9urgaon in )aryana. The foundation stone for the )onda factory was laid on%ecember :;, :>>> and the factory was completed in ?anuary 133:.

The company initially ventured into scooters as its !oint venture agreement with the

)ero 9roup precluded its entry into the motorcycle segment for five years. The company

set benchmarks in the Indian scooter industry with the launch of its gearless scooter )onda

Activa. )onda %io, launched after it, was a slightly upgraded and trendier version of

Activa. )onda Bterno was another addition to the repertoire of )onda scooters. Cirst bike

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launched by )M(I was )onda 4nicorn. It was followed by )onda (hine. All the products

launched by )M(I were runaway hits in the market.

)M(I factory at Manesar is built on 21 acres of land. Its initial production capacity was

:33,333 scooters per year, which has now been upgraded to 6,33,333 scooters. The bike

production capacity is :3,33,333 per annum. Initial investment behind the factory was

+s.1:2 crores and has now grown to 533 crores.

A/o!t AM MO,IKES

AM )onda, one of the unit of AM Mobikes is an authorized dealer of )onda

Motorcycles H (cooters in Malappuram and palakkad %t. It was established in the year

133; at Angadipuuram near erinthalmanna as a partnership firm. The Managing artner,

Mr.?amsheed @M is the 'B< of the firm .As the business grew the establishment also

developed.

8ranches of AM )onda

AM *I#9( )


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describes companyDs products, market H technological areas of thrust and reflects the

values and priorities of its strategic decision makers.

According to the Management officials of AM group, their success is their team

work and loyalty to the customers. They are always trying to give :33 satisfaction to the

customers. The mission is clearly defined by them as follows.


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T$% 6Gr%%n D%+0%r Con"%&t6

(tarted by )onda is a step further in the direction of conservation of the

environment. The K9reen %ealer 'onceptK would not only help in proper and efficient use

of resources such as water, electricity, paper etc. by constantly monitoring and improving

the existing systems thus doing lots of cost cutting but also reducing the polluting activities

to minimum. Increasing environment awareness amongst the employees and the general

public is also feature of this uni$ue concept.

SAFTEY POLICY

Bnhancing safety on the roads is one of )onda&s top priorities. They firmly believe

that the realization of a comfortable and an en!oyable mobile society depends on the

mutual trust that automobile manufacturers like them, share with the consumers and

society. At )onda, they use a three prong approach, based on preventing accidents from

happening in the first place, minimizing in!ury in the unlikely event of an accident and

their %riving (afety romotion operations.

)onda&s safety philosophy emphasizes the development of appropriate technologies

for its products, so as to ultimately achieve maximum riding comfort for its customers.

)onda was the first manufacturer in ?apan to develop and apply the antilock brake

system. Bducating the world, )onda is actively involved with driving education across the

world for promoting traffic safety.

Hon+ Tr+#n#n4 Pro4r+*

The )onda +iding Trainer is a stateoftheart, compact, computer driven machine

that puts riders in real life road traffic situations through a wide variety of options. The

+iding Trainer can reproduce various traffic situations that occur on roads, offering the

user a safe way to experience hazardous situations. Curther, users can repeatedly play back

and view from various angles the dangers concealed in road traffic and the processes

leading to accidents and hazardous situations, confirming them with their own eyes. The

Trainer therefore allows users to deepen their understanding of safety and functions as an

effective training tool for hazard prediction for all riders from beginners to advanced

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products at the 13:1 Auto Bxpo, one of which was theHon+ C,R178R . The '8+:23+

is an entry level sports bike and )onda believes it is a Ntrue racing sensationD. *e take it

for a $uick spin to find out if it really has the '8+ %#A in it.

St(0#n4 The Hon+ C,R178R looks very similar to its elder sibling, the '8+123+. The

styling is $uite appealing and the bike looks $uite big for a :23cc machine. The GC+:133

inspired -shaped headlight has black surrounds around the twin pilot lights, while the

'8+:333++ inspired fairing adorns graphics, which extend to the tank. These minor

changes differentiate it from its elder sibling. Bven the tail light of the Hon+

C,R178R is the same as the )onda '8+123+, which is a nonEB% unit. In fact the only

difference between the :23+ and 123+ is the slightly shorter yet differently shaped

exhaust and black colored alloy wheels in the :23+.

)owever look closely and you will realize the Hon+ C,R178R is a more compact

motorcycle. The shorter wheelbase gives it a very sporty stance. The front tyres are

:33L53:7 and the rear tyres are :=3L73:7, which are smaller than the ones found on the

'8+123+. The number plate mounting is not at a good position, as the front mudguard

hits it when you go over potholed roads. )onda has also given the '8+:23+ very

different colors, which are not available on the '8+123+. These colors have a dual paint

scheme, giving the baby '8+ a very youthful appearance. The colors are the only

difference between (tandard and %eluxe variants of the bike.

HONDA SHINE

The '8 (hine is a :12cc commuter motorcycle developed by )onda for the mass

market segment. The (hine caters to a segment of buyers who are ok with understated

looks but expect respectable performance and efficiency. This coupled with )ondaDs

refinement and reliability makes the (hine a solid all round package.

The '8 (hine gets some nice graphics that can be seen running all over the fuel tank. A =%

)onda emblem on the fuel tank gives it a distinct class and style. The motorcycle gets a

lightweight advanced diamond frame and is powered by :1;cc single cylinder aircooled

engine. The engine churns out :3.:1bhp at 7233 rpm and :3.2;#m at 2233 rpm and is

mated to a four speed gearbox with all back #:1=;/ shift patterns. The '8 (hine gets

spring loaded hydraulic suspension at both the front and rear, along with :5inch wheels.

53L:33 tubeless tyres for both the front and the rear are standard on this bike. The '8

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(hine gets 1;3mm front disc and :=3mm rear drum that provide decent traction under

braking. The '8 (hine has a kerb weight of :13kg which is pretty decent for a :12cc

motorcycle.

The )onda '8 (hine is sold in five colours Corce (ilver Metallic, 8lack, 9eny 9rey

Metallic, +ebel +ed Metallic and Monsoon 9rey Metallic. It is available in three different

variants (elf%iscAlloy, @ick%rum(poke and (elf%rumAlloy.

HONDA DREAM YUGA

)onda launched the %ream -uga motorcycle in 13:1. *ith its launch, the ?apanese

manufacturer forayed into the volume segment where most of the manufacturers are trying

to gain as much market share as they can. The %ream -uga was inspired from the '8

Twister and the '8 (hine motorcycles and is extremely reliable like most of the )onda

engines/ and is known for its low cost of ownership. The motorcycle is little bulky unlike

the '8 Twister to give it big motorcycle feeling. The %ream -uga has a very nice

ergonomics making the rider easy to ride in traffic. The bikini front fairing and the

graphics on the exterior makes the motorcycle look attractive.

The )onda %ream -uga is powered by :3>cc single cylinder aircooled engine which

churns out 5.12bhp at 7233rpm and 5.6=#m of tor$ue. The engine is mated to fourspeed

constant mesh gearbox which has allup gearshift pattern. The motorcycle has telescopic

suspension in the front and 2 step spring loaded suspension at the rear and features 5 litre

fuel tank. The company recently updated the motorcycle with a 13:= variant which

features the )onda Bco Technology )BT/. *ith a claimed fuel efficiency of 71kmpl, the

motorcycle can travel for approximately 276kms on a single tank. It gets :5 inch allows

wheels and tubeless tyres at both, front and rear

The )onda %ream -uga is available in three variants in India (elf startdrumalloy, @ick

startdrumspoke and @ick (tartdrumalloy. Its sold in India in five colours Maple

8rown Metallic, Corce (ilver Metallic, Monsoon 9rey Metallic, Alpha +ed Metallic and

8lack.

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HONDA UNICORN

The )onda '8 4nicorn is the ?apanese automakerDs midweight :23cc champion. cc air cooled single cylinder engine that

generates >bhp at 5333rpm and 5.>7#m at 6333rpm. The engine is mated to a four speed

gearbox with :down and =up as is gear shift pattern. The '8 Twister has 5 litres of fuel

tank capacity and has a kerb weight of :35kg. The '8 Twister has telescopic suspension in

the front and spring loaded hydraulic shock absorber at the rear. It gets :7 inch allow

wheels and tubeless tyres at the front and the rear.

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The '8 Twister is sold in three variants in India, drum brakes with kick start, drum brakes

with electric start and front disc brake with electric start. Cour colour options are available

for this motorcycle )eavy 9rey Metallic, Blectric -ellow Metallic, (ports +ed and

8lack.

HONDA ACTIVA

The )onda Activa is the highest selling scooter from the ?apanese auto maker and

has been a leader in its segment since a long time.

It was launched in 1333 and since then it has gone through few improvements with latest

being the )onda Bco Technology which helps the scooter deliver fuel efficiency of 63kmpl

The scooter is powered by :3>cc aircooled engine that develops 5bhp at 7233rpm and

5.7;#m at 2233rpm. The )onda Activa competes with the )ero Maestro and the TG(

*ego. The Activa is a value for money scooter to buy but the problem comes during the

delivery of the scooter as most of the time, there is a long waiting period.

HONDA DIO

The )onda %io has been developed keeping in young consumers of India in mind.

The ?apanese manufacturer has placed this scooter below the Aviator and the Activa in

order to reach wide range of consumers. The %io that has a young design is very dynamic

and unisex in nature.

It is powered by a :3>cc aircooled single cylinder that churns out 5bhp at 7333rpm and

5.77#m at 2233rpm. The %io gets the )onda Bco Technology )BT/ that helps the scooter

deliver fuel efficiency of 63kmpl.

The scooter sport the combibrake system '8(/ with which both front and rear brakes are

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applied when the rear brake lever is pressed. It has :5litres of storage space under the seat

and is e$uipped with zeromaintenance battery and a viscous air filter that re$uires

replacement only after :6,333kms.

HONDA AVIATOR

)onda Aviator is the third scooter that ?apanese maker offers in India after the

Activa and the %io. The Aviator with its tallish look and NEive your styleD slogan targets is

mainly targeted towards male riders.

(itting at the top of current )onda scooters lineup in India, the Aviators gets the same

engine that powers the %io and the Activa. The :3>cc single cylinder aircooled engine

churns out 5bhp at 7333rpm and maximum tor$ue at 5.77#m at 2233rpm. The scooter gets

the GMatic transmission and can be started using kick start as well as selfstart option.

*ith the recently updated )onda Bco Technology )BT/ the scooter has company claimed

efficiency of 63kmpl.

The Aviator is sold in two variants in India, (T% and %E0. The only difference between

the two is that the (T% version gets drum brakes, whereas for the %E0 variant gets a front

disc with 'ombined 8raking (ystem '8(/.

The Aviator is sold in two variants in India, (T% and %E0. The only difference between

the two are that the (T% version gets drum brakes, both at the front and the rear whereas

for the %E0 variant, the scooter gets a front disc with 'ombined 8raking (ystem '8(/

which is a good safety feature to have.

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-. MAIN THEME OF THE PRO2ECT

-.1 N%% 'or t$% Pro9%"t

The researcher aims at finding ways of improving customer satisfaction of AM

wings )onda. In this case the actual vehicles are very much aware of AM wings )onda

and other dealers of )onda two wheelers in the market therefore the firm which want to

improve its performance to make the customer satisfaction

-.- R%3#%: o' L#t%r+t!r%

The literature pertaining to relationships among customer satisfaction, customer

loyalty, and profitability can be divided into two groups. The first, service management

literature, proposes that customer satisfaction influences customer loyalty, which in turn

affects profitability. roponents of this theory include researchers such as Anderson and

Cornell :>>;/O 9ummesson :>>=/O )eskett et al.:>>3/O )eskett et al. :>>;/O +eicheld

and (asser :>>3/O +ust, et al. :>>2/O (chneider and 8owen :>>2/O (torbacka et

al. :>>;/O and Feithaml et al. :>>3/. These researchers discuss the links between

satisfaction, loyalty, and profitability. (tatisticallydriven examination of these links has

been initiated by #elson et al. :>>1/, who demonstrated the relationship of customer satisfaction to profitability among hospitals, and +ust and Fahorik :>>:/, who examine

the relationship of customer satisfaction to customer retention in retail banking. The 8ank

Administration Institute has also explored these ideas, in particular +oth and van der Gelde

:>>3, :>>:/

The service management literature argues that customer satisfaction is the result of

a customerDs perception of the value received in a transaction or relationship where value

e$uals perceived service $uality relative to price and customer ac$uisition costs see

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8lanchard and 9alloway, :>>;O )eskett et al., :>>3/ relative to the value expected from

transactions or relationships with competing vendors Feithaml et al., :>>3/. Eoyalty

behaviours, including relationship continuance, increased scale or scope of relationship,

and recommendation word of mouth advertising/ result from customersD beliefs that the

$uantity of value received from one supplier is greater than that available from other

suppliers. Eoyalty, in one or more of the forms noted above, creates increased profit

through enhanced revenues, reduced costs to ac$uire customers, lower customerprice

sensitivity, and decreased costs to serve customers familiar with a firmDs service delivery

system see +eicheld and (esser, :>>3/.

The second relevant literature is found in the marketing domain. It discusses the

impact of customer satisfaction on customer loyalty. -iDs 'ritical review of customer

satisfaction" :>>3/ concludes, Many studies found that customer satisfaction influences

purchase intentions as well as postpurchase attitude" p. :3;/.

The marketing literature suggests that customer loyalty can be defined in two

distinct ways ?acoby and @yner, :>7=/. The first defines loyalty as an attitude. %ifferent

feelings create an individualDs overall attachment to a product, service, or organization see

Cornier, :>>;/. These feelings define the individualDs purely cognitive/ degree of loyalty.

The second definition of loyalty is behavioural. Bxamples of loyalty behaviour

include continuing to purchase services from the same supplier, increasing the scale and or

scope of a relationship, or the act of recommendation -i, :>>3/. The behavioural view of

loyalty is similar to loyalty as defined in the service management literature. This study

examines behavioural, rather than attitudinal, loyalty such as intent to repurchase/. This

approach is intended, first, to include behavioural loyalty in the conceptualization of

customer loyalty that has been linked to customer satisfaction, and second, to make the

demonstrated satisfactionLloyalty relationship immediately accessible to managers

interested in customer behaviours linked to firm performance.

8oth the service management and the marketing literatures suggest that there is a

strong theoretical underpinning for an empirical exploration of the linkages among

customer satisfaction, customer loyalty, and profitability. The relatively small $uantity of

empirical research performed on these relationships to date (torbacka et al ., :>>;/ is

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probably the result of the paucity of organizationsD measuring soft" issues, as customer

satisfaction in meaningful ways.

-.; O,2ECTIVES OF THE STUDY

:/To find out the customers satisfaction of )onda two wheelers

1/ To find out the factors that influence on customers, when they purchasing )onda

=/ To find out the expectation of the customers

;/ To help service provider of )onda to find out the satisfaction of customers with

respect to after sales service provided by AM *ings )onda

-.< RESEARCH METHODOLOGY

+esearch methodology is a systematical way to solve the research

problem. In this we studied various steps that are generally adopted by a researcher

in studying his research problem along with the logic behind them.

1.;.: +B(BA+') %B(I9#

The pro!ect is based on descriptive research design.

1.;1 (AMEB %B(I9#

(ample 4nit J The population involved in this pro!ect is the customers from the

palakkad district.

(AMEB (IFB

This refers to number of items to be selected from universe to constitute a sample. In

this research sample size consist of 123 customers.

(AMEI#9 TB')#IP4B

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'onvenient sampling techni$ue has been used for the study.

1.;.= %ATA '


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the entire mass of data. This means for more realistic average is calculated by considering

the weighted average for the same.

*eighted average Q sum of the fre$uency times the column weight

+esponse count

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-.7 D+t+ An+0()#) +n Int%r&r%t+t#on)

T+/0% -.7.1 A4% o' t$% r%)&on%nt

Int%r&r%t+t#on>

The table shows that :5 of the respondents are :5 13 age group,=6 of the respondents

belongs to 13=3 age group,1; of the respondents are =:;3 age group, :2 of the

respondents are ;: 23 age group and 6 of the respondents 23 H above age group.

23

articulars #o of respondents of respondents

:513 ;2 :5

13=3 >: =6.;

=:;3 6: 1;.;

;:23 =5 :2.1

23 H above :2 6


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CHART -.7.1

This chart describes the age group of respondents

18-20 20-30 31-40 41-50 50 & above

0

5

10

15

20

25

30

35

40

18

36

24

15

6

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T+/0% -.7.- G%n%r o' t$% r%)&on%nt

Int%r&r%t+t#on>

The table shows that 52.6 of the respondents are male :;.; of the respondents are

female.

25


male 1:; 52.6

female =; :;.;


26/58

CHART -.7.-

This chart describes the gender group of respondents

Male Female

0

10

20

30

40

50

60

70

80

90

85.6

14.4

26


27/58

T+/0% -.7.; O""!&+t#on o' t$% r%)&on%nt)

Int%r&r%t+t#on>

The table shows that =:.6 of the respondents are engaged in business, 16 of the

respondents are in students,:7 of the respondents are self employed, 1:.1 of the

respondents are 9ovt and privet employees and only =.6 of the respondents are in other

group.

27


8usiness 7> =:.6

(tudents 62 16

(elf employed ;; :7.6

9ovt and privet

employees

2= 1:.1

=.6


28/58

CHART -.7.;

This chart describes the occupation of the respondents.

0

5

10

15

20

25

30

35

31.6

26

17.621.2

3.6

28


29/58

T+/0% -.7.< Mo%0 o' Hon+ t:o :$%%0%r o:n% /( r%)&on%nt

Int%r&r%t+t#on>

The table shows that 11.5 of the respondents are using the Activa, :5 of

the respondents are using %io, >.6 of the respondents are using the (hine 6

of the respondents are using the '8+ :23, =.1 of of the respondents areusing the '8+ 123, 15 of the respondents are using the 4nicorn, :1.; of the

respondents are using %ream yuga .

29


Activa 27 11.5

%io ;2 :5

(hine 13 5

'8+ :23 :2 6

'8+ 123 5 =.1

4nicorn 73 15

%ream -uga =: :1.;


30/58

CHART -.7.<

This chart describes the model of )onda two wheeler owned by the respondents

Activa Dio shine !" 150 !" 250 #nico$n D$eam %'a othe$

0

5

10

15

20

25

30

22.8

18

86

3.2

28

12.4

1.6

30


31/58

TA,LE -.7.=> SOURCE OF AWARENESS OF THE PRODUCT.

articulars #o.

The table shows that =1 of the respondents to know about )onda through advertisement,

:=.1 of the respondents to know through relatives :5.; of the respondents to know

through dealer and :=.6 of the respondents to know through promotional programs and

11.5 of the respondents are through friends.

31


32/58

CHART -.7.=

This chart describes the source of awareness

0

5

10

15

20

25

3035

32

13.218.4

13.6

22.8

32


33/58

T+/0% -.7.= HONDA TWO WHEELER ARE ,ETTER THAN OTHER ,RAND

Int%r&r%t+t#on>

The table shows that 7; of respondents agreed that )onda two wheeler are better and the

rest do not agree

33


yes :52 7;

no 62 16


34/58

CHART -.7.=

This chart describes the )onda brand is better than other brands

74(

26(

)es

*o

34


35/58

TA,LE -.7.? FACTORS INFLUENCING PURCHASING DECISION .

Int%r&r%t+t#on>

The table shows the reasons of opting )onda two wheeler. :6 of the

respondents looks $uality, 11 of the respondents were looks their price, :>.6 of

the respondents were looks style, :5 of the respondents were looking performance

and 1;.; of the respondents are looking mileage.

35

P+rt#"!0+r) No. O' r%)&on%nt) @ o' r%)&on%nt)

Puality ;3 :6

rice 22 11

(tyle ;> :>.6

erformance ;2 :5

Mileage 6: 1;.;


36/58

CHART -.7.?

This chart describes the factors influencing purchase decision

+alit% ,$ice t%le ,e$o$mance Milea'e

0

5

10

15

20

25

30

16

2219.6

18

24.4

36


37/58

TA,LE -.7.> SATISFACTION ON CURRENT TWO WHEELER

Int%r&r%t+t#on>

The table shows that 7;.; of the respondents are satisfied with current two

wheeler and 1=.6 of the respondents are said #o.

37

articulars #o of respondents of respondents-B( :5= 7;.;

#< 67 16.5


38/58

CHART

This chart describes the satisfaction on current two wheeler

)/

*

0

10

20

30

40

50

60

70

80 74.4

23.6

38


39/58

TA,LE -.7.B COMMENT ON PRICE OF HONDA TWO WHEELER

P+rt#"!0+r) No. O' r%)&on%nt) @ o' r%)&on%nt))ighly priced 2> 1=.6

+ightly priced :7: 65.;

Eow price 13 5

Int%r&r%t+t#on>

The table shows that 1=.6 of the respondents commented that price of the )onda

two wheeler is very high, 65.; of the respondents commented that it is +ightly

priced and 5 of the respondents commented that the price is low

39


40/58

CHART -.7.B

This chart describes the comment on the price of )onda two wheeler among

the respondents.

i'hl% $ice "i'htl% $ice o $ice

0

10

20

30

40

50

60

70

80

23.6

68.4

8

40


41/58

TA,LE -.7.18 COMPLAINTS ON WAITING PERIOD FOR DELIVERING

OF HONDA TWO WHEELER

This table describes the waiting period for delivering of )onda two wheeler .

Int%r&r%t+t#on>

The table shows that 16.5 of the +espondents had complaints and 7=.1 of the +espondents

did not have complaint

41

articulars #oJof respondents of respondents

-B( :5= 7=.1

#< 67 16.5


42/58

CHART -.7.18

This chart describes the complaint on waiting period for delivering of )onda two

wheeler .

)/

*

0

10

20

30

40

50

60

70

80

26.8

73.2

42


43/58

TA,LE -.7.11 PERIOD OF USAGE OF TWO WHEELER

Int%r&r%t+t#on>

The table shows that 16.5 of the respondents were using the )onda two

wheeler less than : year, =2.6 of them were using between := year, 13.;

of them were using between ;6 year, :=.1 of them were using between 7>

year and ; of them were using more than :3 year.

43

articulars #o. =2.6

;6 year 2: 13.;

7> year == :=.1

:3 H above :3 ;


44/58

CHART -.7.11

This chart describes the period of using two wheeler by the respondents.

1 %ea$ 1-3 %ea$ 4-6 %ea$ 7-9 %ea$ 10 & above

0

5

10

15

20

25

30

35

40

26.8

35.6

20.4

13.2

4

44


45/58

TA,LE -.7.1-> SATISFACTION LEVEL ON MILEAGE OF HONDA TWO

WHEELERS

P+rt#"!0+r) :%#4$t

R%)&on%nt)

"o!rt

Tot+0

)ighly satisfied ; 72 1>1

satisfied = ::7 =;2

dissatisfied 1 ;: 56

)ighly

dissatisfied: :7

:7

T

The mean value is = this shows that the respondents are satisfied with respect

to the mileage of )onda two wheeler.

TA,LE -.7.1; SATISFACTION ON PATIENCE OF SALES EECUTIVES IN

ANSWERING

45


46/58

*eighted average

#o of +espondents S weightL

total respondents

*eighted average

5== L 123 =.==1

Int%r&r%t+t#on>

The mean value is = this shows that the respondents are monetary satisfied on

patience of sales executives in answering

TA,LE -.7.1< SATISFACTION ON CLARITY IN ANSWERING

P+rt#"!0+r) W#4$t R%)&on%nt)

"o!rt

tot+0

)ighly satisfied 2 67 ==2

(atisfied ; 7; 1=1

46

P+rt#"!0+r) W#4$t R%)&on%nt)

"o!rt

tot+0

)ighly

satisfied

2 26 153

(atisfied ; 25 1=1

Moderately

satisfied

= 72 112

%issatisfied 1 =2 73

)ighly

dissatisfied

: 16 16

total 123 5==


47/58

Moderately

satisfied

= 25 112

%issatisfied 1 => 73

)ighly

dissatisfied

: :1 16

total 123 5==

*eighted average


total respondents

*eighted average

5== L 123 ==.=1

Int%r&r%t+t#on>



TA,LE -.7.17 SATISFACTION ON SALES EECUTIVES

,EHAVIOUR

P+rt#"!0+r) W%#4$t R%)&on%nt)

"o!rt

tot+0

)ighly satisfied 2 6= =:2

47


48/58

(atisfied ; 25 1=1

Moderately

satisfied

= 72 112

%issatisfied 1 =2 73

)ighly

dissatisfied

: :> :>

total 123 56:

*eighted average


total respondents

*eighted average

56: L 123 =.==1

Int%r&r%t+t#on>



TA,LE -.7.1= SATISFACTION ON AM,IENCE OF THE SHOWROOM

P+rt#"!0+r) W%#4$t R%)&on%nt)

"o!rt

tot+0

)ighly satisfied 2 :3; 213

(atisfied ; 76 =3;

Moderately

satisfied

= ;3 :13

%issatisfied 1 :> 73

48


49/58

)ighly

dissatisfied

: :: ::

total 123 :312

*eighted average


total respondents

*eighted average

:312 L 123 ;.:

Int%r&r%t+t#on>

The mean value is ; this shows that the respondents are satisfied on ambiances

of the showroom

TA,LE -.7.1? SERVICE CHARGES

CHART -.7.1?

This chart describes the service charges

49

P+rt#"!0+r) No. O' r%)&on%nt) @ o' r%)&on%nt)

Affordable :;7 25

'ostly :3= ;1


50/58

AFF"DA!/ )

0

10

20

30

40

50

60

58.2

41.2

Int%r&r%t+t#on>

The table shows that the opinion on service charges, 25 of the respondents

are feel that the service charges are affordable , ;1 of the respondents are

feel the service charges are costly

TA,LE -.7.1> INFLUENCE OF PRODUCT SERVICE CENTRE

SPARE PART

This table describes the influence over the availability of product, service

centre H spare parts choice by the respondents.

P+rt#"!0+r) W#4$t R%)&on%nt)

"o!rt

Tot+0

)ighly Influenced 2 :=2 672

Influence ; >2 =53

Moderately

influenced

= 12 72

Eess Influenced 1 :3 13

50


51/58

#ot at all

T

The mean value is ;.6 this shows that the respondents are )ighly Influenced

nor Influenced product, service centre H spare part.

51


52/58

TA,LE -.7.1B NET ,EST CHOICE OTHER THAN HONDA

This table describes the selection of brand other than )onda by the

respondents.

articulars #o.

TG( =1 :=

+oyal Bnfield 15 ::

CHART -.7.1=

!A!A )AMAA /" ")A /*F:D

0

5

10

15

20

25

30

35

Int%r&r%t+t#on>

The table shows that 16 of the respondents will select the hero, 1: of the

respondents will select -amaha, 1> of the respondents will select the 8a!a!,

:= of the respondents will select the TG( and :: of the respondents will

select the +oyal Bnfield.

TA,LE -.7.-8> INFLUENCING FACTOR WHILE SELECTING DEALER

52


53/58

articulars #o. .1

Eocation 21 13.5

'ustomer relation 26 11.;

The table shows that influencing factor while selecting a dealer for 1;.; of

the respondents is goodwill, for 1>.1 of the respondents it is after sale

service, for 13.5 of the respondents it is location, for 11.; of the

respondents it is customer relation and other factor for =.; of the respondent.

53


54/58

TA,LE -.7.-1> SATISFACTION LEVEL OF SERVICE PROVIDED ,Y

AM WINGS HONDA

This table describes how much the respondents are satisfied with the service

provided by the AM *ings )onda.

P+rt#"!0+r) W#4$t R%)&on%nt)

"o!rt

tot+0

)ighly satisfied 2 >5 ;>3

(atisfied ; :31 ;35

Moderately

satisfied

= =3 >3

%issatisfied 1 13 ;3)ighly

dissatisfied

: 2 2

total 123 :3==

*eighted average

#o of +espondents S weightLtotal respondents

*eighted average

:3== L 123 ;.:=1

Int%r&r%t+t#on>

The mean value is ; this shows that the respondents are satisfied with service

provided by AM wings )onda

TA,LE -.7.--> WILLINGNES TO RECOMMEND HONDA TWO

WHEELERS

This table describes the willingness to recommend )onda to others.

54


55/58

CHART -.7.1B

This chart describes the customers like to recommend )onda two

wheelers to others

83.2

16.8

%es

no

Int%r&r%t+t#on>

The table shows that 5=.1 of the respondents are willing to recommend

others and :6.5 of the respondents are not recommend.

55


-es 135 5=.1

#o ;1 :6.5


56/58

;. FINDINGS SUGGESTIONS AND CONCLUSION

;.1 FINDINGS

• =6 of the respondents are the age group of 13 to =3

• Ma!ority52/ of respondents are male

• =1 of the respondents occupation is business.

• Ma!ority of the respondents are owed 4#I'


57/58

• 1> of respondents looking after sale service for selecting a dealer

;.- SUGGESTINS

.

:. The company shall give more attention to the mileage as it is the most preferred

feature of the bike

1. More attention can be paid to the after sales service provided to the customer

as most of the customers are influenced it.

=. More care should be exercised on advertising.

;. The delivery waiting period should be reduced to increase more customer

satisfaction.

2. Bnsure satisfaction of all the customers

6. Implementation of effective sales promotion tools.

7. 9ive more attention to the feedback from the customers.

5. 'larity in answering should be improved

>. 9ive training to staffs for better service to customers.

:3. All the problems facing while using )onda two wheelers has to be avoided.

::. (ervice charges should be affordable by all the customers

57


58/58

CONCLUSION

It has been undoubtedly proven that retaining customers is the only way to

succeed in business. The study on the customers satisfaction of )onda two

wheelers among the customers within the palakkad district was conducted in the Am

wings honda, a well known dealer in the palakkad and malappuram districts. The

study tries to reveal the factors responsible for preferring a particular brand. The

sample was collected from the customers who owned the )onda two wheeler and to

know about the satisfaction level of the )onda two wheelers. The study tries to

identify the extent of influence of various informational sources in customer

satisfaction .In this study most of the respondents are having a good opinion about

the )onda two wheelers and the findings and suggestions of this study will support

the company in an effective and better way.

Documents

CUSTOMER’S SATISFACTION OF HONDA TWO WHEELERS