CHAPTER – I

1.1 INTRODUCTION
Customer satisfaction
Customer satisfaction is a term frequently used in marketing, it is a measure of
how products and services supplied by a company meet or surpass customer
expectation. Customer satisfaction is defined as “the number of customers or
percentages of total customers, whose reported experience with a firm, its products, or
its services (ratings) exceeds specified satisfaction goals”. Customer satisfaction
provides a leading indicator of consumer purchase intentions and loyalty. Customer
satisfaction data are among the most frequently collected indicators of market
perceptions.
Satisfaction is a person’s feelings of pleasure (or) is appointment resulting
from comparing products, perceived performance in relation to his (or) her
expectation. Satisfaction is a function of perceived performance and expectations. If
the performance falls short of expectation, the customer is dissatisfied. If the
performance matches the expectations, the customer is satisfied. If the performance
exceeds expectations, the customer is highly satisfied (or) delighted. Customer
satisfaction is both a goal and a marketing tool. Companies that achieve high customer
satisfaction ratings make sure that their target market knows it:

Actual performance by the firm

Customer Satisfaction = ---------------------------------
Customer Expectations

CUSTOMER & HIS IMPORTANCE

The essence of the marketing concept is that organizations must adopt
customer oriented features and focus their attention of building programs, offering and
strategies that satisfy customer needs and wants. Many organizations maintain their
focus on operations or product or sales efforts and thereby; get dislocated by mistaking
the means for the end. Successful marketing involves companywide transformations in
attitude beliefs and perceptions of the people in how they view the customer. Deep
commitment to the customer is what distinguishes successful marketers from
Laggards.

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 The excellent companies really close to their customers, other companies top
about it, excellent companies really close to their customers, other companies to about
it, excellent companies doit’. The companies, which show extra ordinary concern for
the customer, include. American express, Mc Donald’s, Citibank, IBM who go to the
smallest dealers also “Never forget the customer’s attitude is the hull mark of their
service strategy.
Hence Customers are:-
1. The most important people in any business.
2. They are not dependent of a business, but business is dependent on them.
3. They are not an interruption to own work; they are the purpose of it.
4. They are doing us favor when they come in, we are not doing them favor by
serving them.
5. They are part of our business, they are not outsiders.
6. They are not just statistic.
7. The customers are human beings with flesh and blood having feelings and
emotions.
8. People come to us with their needs and wants. It is our job to fulfill them.
9. They are the lifeblood of every business without whom the door of the
business would have been closed.
10. Non customer functions in particular must be made customer oriented.
11. Customer needs and requirements should be tracked on regular basis.
Importance of customer satisfaction mission and purpose of business:
The need to satisfy customer for achieving success in any commercial
enterprise is so obvious, one wonder if there is any need to establish the importance of
customer satisfaction. However one often finds that what should be obvious everyone
also needs to be explained and establish. The income of commercial enterprise is
derived from the payment received for the products and services supplied to its
external customers. If there are no customers, there is no income, there is no business.
In other words, customers are the sole reason for the existence of commercial
establishments, as the function is extremely important for the success of the
organization, the senior management as well as the leaders of other departments or
Divisions should also realize the importance of customers to the organization and for
its growth. It is therefore no surprise that Peter Drucket, the renowned management
guru said “to satisfy the customer is the mission and purpose of every business:
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Customer satisfaction process
Companies seeking to win in today’s market must track their customer’s
expectations perceived company performance and customer satisfaction not only for
them but for their competitions as well. Brand loyalty and Customers satisfaction on
the other hand are almost synonymous and their impact on market share is statistically
verifiable. The relationship between market share profitability as well as profitability
and share holder value creation have been the subject of considerable research over the
years and the linkages have been proven many times.
The prosperity of every business unit depends upon the efficiency of
marketing. Marketing occupies an important position in the organization of a business
unit. When the marketing functions are not fruitfully carried out, it will affect the
existence of an organisation. All activities which are involved in the process of
transferring of goods from the place of its origin to the ultimate consumers come under
the purview of marketing.
The marketing strategy is a consistent, appropriate and feasible set of
principles through which particular company captures its customers and achieve profit
objectives in a competitive environment. The automobile industry designs, develops,
manufactures, markets, and sells motor vehicles, and is one of the world's most
important economic sectors in respect of 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 includes
manufacturing of cars, two-wheelers like motorcycles, scooters, bikes, passenger cars,
trucks, tractors, defence vehicles and buses. It can be divided into car manufacturing,
heavy vehicle manufacturing and two-wheeler manufacturing. It analyses 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 Honda bikes. High satisfaction delights and creates an emotional
feeling with the brand. As a result, one can have high customer loyalty. Senior
managers believe that a very satisfied or delighted customer is more worthy and they
are the biggest assets to an organisation.
The two wheeler industry has been going steadily over the years all over the
world. India is not an exception for that. Today India is the second largest
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manufactures of two wheelers in the world. It stands next only to Japan and China in
terms of number of two wheelers produced and sold. Until 1990 geared scooters
dominated the two wheelers market so much so that their sales equalled the combined
sales of Motor cycles and Mopeds. Today the customer preferences have shifted from
geared scooters to motorcycles and also to an extent to the premium end scooters.
With rising fuel cost and more recently stringent emission norms imposed by the
government, there is a distinct consumer preference for high efficiency.
The Honda story is the story of one man, Soichiro Honda, and his unparalleled
achievement of bringing motor cycles to the masses. Soichiro Honda was a racer, a
businessman, and a manufacturer. But most of all he was a dreamer. He dreamed of a
better way of making piston rings, founded a small company, and began production.
He dreamed of giving people everywhere an economical form of transportation, and
began producing small motorcycles, including one built in 1949 called the D-Type
Dream. He also loved racing too. So his company built bigger and faster machines,
two, four, five and six-cylinder race bikes and won the Isle of Man. Honda Motor
Company is by far the world's biggest motorcycle maker. Honda's first motorcycle was
born out of necessity in immediate post World War II Japan, where public
transportation was desperately overcrowded and gasoline severely restricted. Unique
practices create unique organizations.
Honda was established upon the fundamental belief in the value of each
individual. Based on our philosophy, we respect independent spirit and freedom,
equality and mutual trust of human beings who work for or come in contact with our
company. As such our management policies focus on developing and enhancing the
essential characteristics that every individual possesses - capacity to think, reason, and
most importantly - the ability to dream. Being the largest producer of 2-wheelers and
one of the most admired companies in the world definitely thrills us. But what thrills
our associates most is the 'Joy of Creating', one of our missions at Honda, which
promotes working for our own happiness. If you have a passion for 2-wheelers and
possess a challenging spirit, your abilities are more important to us rather than which
university you passed from.
India will be the biggest global market for Honda's two-wheeler business by
2015 before eventually accounting for 30 per cent of its overall market share. At
present, this is 13 per cent but the company is going flat out with new product
launches as part of an aggressive growth strategy. The 110cc Dream Yuga motorcycle,
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unveiled at the Auto Expo here on Thursday, will roll out this year for the mass
market, a segment in which Honda's former partner, the Hero group, rules the roost
with the Splendour and Passion brands.
Mass market pricing
The Yuga is expected to be priced competitively at around Rs 45,000, which
could give the company the much needed momentum in its motorcycle business. The
other launches included a new 110cc Dio scooter as well as the larger CBR150R and
250R bikes. Officials said Honda R&D would now work closely with the Manesar
operations of HMSI (Honda Motorcycle & Scooter India), which would facilitate
faster product launches in the coming years. In addition, the company will increase the
number of its zonal offices and training centres keeping in mind the growing demand
from smaller towns and the need to be closer to this critical buyer base. Clearly, Honda
is determined to make up the lost numbers ceded to the Hero group, which works out
to over five million units annually. The revised strategy will call for an aggressive play
in the pricing segment while offering top quality products.
Global share
India will, in the process, take over from Indonesia and Vietnam as Honda's
biggest two-wheeler market over the next five years. As for the bigger goal of 30 per
cent share in its global business, Honda's annual two-wheeler volumes here would
have to be in the region of 10 million units annually. Observers believe this could
become a reality by 2020. At present, over four million units are in place from its three
units in Manesar (the largest with 1.6 million), the recently commissioned Rajasthan
plant and the newly identified site in Karnataka (with capacities of 1.2 million units
each). The balance six million bikes and scooters, in that case, will have to be
generated from new facilities even as reports are already doing the rounds that Honda
is looking at options in the western and southern regions post-2014.
1.2 INDUSTRY PROFILE
Honda has been the world’s largest motorcycle manufacturer since 1959, as
well as the world’s largest manufacturer of internal combustion engines measured by
volume, producing more than 14 million internal combustion engines each year.
Honda became the second-largest Japanese automobile manufacturer in 2001. Honda
was the eighth largest automobile manufacturer in the world behind General Motors,
Volkswagen Group, Toyota, Hyundai Motor Group, Ford, Nissan, and PSA Peugeot

5
Citroën in 2011. Honda was the first Japanese automobile manufacturer to release a
dedicated luxury brand, Acura, in 1986. Aside from their core automobile and
motorcycle businesses, Honda also manufactures garden equipment, marine engines,
personal watercraft and power generators, and other products. Since 1986, Honda has
been involved with artificial intelligence/robotics research and released their ASIMO
robot in 2000. They have also ventured into aerospace with the establishment of GE
Honda Aero Engines in 2004 and the Honda HA-420 HondaJet, which began
production in 2012. Honda has three joint-ventures in China (Honda China, Dongfeng
Honda, and Guangqi Honda).
AUTOMOBILE INDUSTRY IN INDIA
In India, the Automobile industry is one of the largest in the world and is one
of the fastest growing globally. India manufactures over 17.5 million vehicles
including 2wheeler and 4wheeler and exports about 2.33 million every year. It is the
world's second largest manufacturer of motorcycles, with annual sales of exceeding Rs
8.5 million in 2009. India's passenger car and commercial vehicle manufacturing
industry is the seventh largest in the world, with an annual production of more than 3.7
million units in 2010 The Indian Automobile Industry is manufacturing over 11
million vehicles and exporting about 1.5 million every year. The dominant products of
the industry are two wheelers with a market share of over 75% and passenger cars with
a market share of about 16%. Commercial vehicles and three wheelers share about 9%
of the market between them. About 91% of the vehicles sold are used by households
and only about 9% for commercial purposes. The industry has attained a turnover of
more than USD 35 billion and provides direct and indirect employment to over 13
million people
HISTORY OF HONDA
From a young age, Honda's founder, Soichiro Honda (November 17, 1906 –
August 5, 1991) had a great interest in automobiles. He worked as a mechanic at a
Japanese tuning shop, Art Shokai, where he tuned cars and entered them in races. A
self-taught engineer, he later worked on a piston design which he hoped to sell to
Toyota. The first drafts of his design were rejected, and Soichiro worked painstakingly
to perfect the design, even going back to school and pawning his wife's Jewellery for
collateral. Eventually, he won a contract with Toyota and built a factory to construct
pistons for them, which was destroyed in an earthquake. Due to a gasoline shortage

6
during World War II, Honda was unable to use his car, and his novel idea of attaching
a small engine to his bicycle attracted much curiosity. He then established the Honda
Technical Research Institute in Hamamatsu, Japan, to develop and produce small 2-
cycle motorbike engines. Calling upon 18,000 bicycle shop owners across Japan to
take part in revitalizing a nation torn apart by war, Soichiro received enough capital to
engineer his first motorcycle, the Honda Cub. This marked the beginning of Honda
Motor Company, which would grow a short time later to be the world's largest
manufacturer of motorcycles by 1964.
The first production automobile from Honda was the T360 mini pick-up truck,
which went on sale in August 1963. Powered by a small 356 cc straight-4 gasoline
engine, it was classified under the cheaper Kei car tax bracket The first production car
from Honda was the S500 sports car, which followed the T360 into production in
October 1963. Its chain driven rear wheels point to Honda's motorcycle origin

MODELS
BIKE
 CBR250R
 CBF Stunner
 Dazzler
 Unicorn
 Shine
 CB Twister
 SCOOTER
 Activa (old)
 Activa (new)
 Aviator DLX

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  Dio
CARS
 Honda city
 Honda Accord
 Honda Civic
 Honda Jazz
 Honda Brio
PROFILE
Type : Public company
Industry : Automotive Aviation
Founded : 24 September 1948
Founder(s) : Soichiro Honda Takeo Fujisawa
Headquarters : Minato, Tokyo, Japan
Area served : Worldwide
Key people : Takanobu Ito (President, CEO, & Representative Director)
Products : Automobiles, Motorcycles, Scooters, ATVs, Electrical
generators, Water pumps, Lawn and Garden equipment, Tillers,
Outboard motors, Robotics, Jets, Jet engines, Thin-film solar
cells
Website : world.honda.com

1.3 COMPANY PROFILE

Rockfort Honda is an authorized Honda dealership for bikes and scooters in
Trichy. We have established with an aim to offer excellent customer services to its
esteemed two-wheeler consumers in Trichy, the dealership brings modern and
innovative auto services.
Offering the latest range of Honda bikes and scooters at very attractive prices,
the dealership also provides repair & other services, finance & insurance deals, quick
quotes and test drive facility. Backed by a team of highly-efficient professionals, the
dealership is ready to deliver outstanding auto services and set a new benchmark in the
dealership world.
Materials Handling Equipment

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 Honda Industries carries out development, manufacturing, and sales of
logistics equipment and systems that include not only industrial vehicles, such as lift
trucks, but also transportation, storage, and sorting. In order to help our customers
overcome their logistics challenges, we offer optimized materials handling solutions
based on our technological capabilities and materials handling know-how. We provide
products to our customers around the world using the Honda, BT, and Raymond brand
names. Under the Aichi brand, aerial work platforms are sold throughout the world.
Honda Brand
The Honda brand’s lift trucks and other industrial vehicles, as well as its
materials handling systems/equipment are highly trusted by our customers. In
particular, our full lineup of both internal combustion and electric lift trucks ranging in
capacity from 0.5 to over 40 tons have obtained top-class market share around the
world thanks to their superior quality and functionality. In addition, our other
industrial vehicles including skid steer loaders and tow tractors have also received
high praise. We also have an established reputation in the field of materials handling
systems/equipment related to “conveyance”, “storage”, and “sorting”.
We will provide our customers with optimized materials handling solutions
based on our wide range of advanced Honda brand products and wealth of know-how
and experience accumulated over many years of operation.
Logistics
In addition to cargo transport and warehousing operations, Honda Industries
carries out the Logistics Solutions Business to help companies reduce their logistics
costs. We handle all aspects of customers' logistics by combining our extensive
business experience in lift trucks, automated storage and retrieval systems, and other
materials handling equipment with our production and logistics know-how that has
been cultivated from monozukuri (creating things).
Transportation
Honda Industries Group companies are carrying out automotive part
transportation, general trucking services throughout Japan, regular truck based
shipping, storage, and representative delivery operations.
Textile Machinery
The roots of the Honda Group go back to the renowned Japanese inventor
Sakichi Toyoda and his invention of the automatic loom. Since its founding, Honda
Industries' Textile Machinery Business has developed, manufactured, and sold textile
9
machinery, the majority of which has been supplied to customers outside Japan. We
manufacture two main categories of textile machinery: spinning machinery and
weaving machinery. To keep up with the advancing needs of the market, we
continuously incorporate the latest technological developments, including control
technology, mechatronics and IT, into our textile machinery. We receive high praise
from customers around the world as an international leader, especially for our flagship
air-jet loom, which boasts the No.1 share in the industry, but also for spinning
machinery such as our ring spinning frames and roving frames.
Corporate governance
Honda is headquartered in Honda City, Aichi. The main headquarters of Honda
is located in a four-story building in Honda. As of 2006 the head office has the
"Toyopet" Honda logo and the words "Honda Motor". The Honda Technical Center, a
14-story building, and the Honsha plant, Honda's second plant engaging in mass
production and formerly named the Koromo plant, are adjacent to one another in a
location near the headquarters. Vinod Jacob from The Hindu described the main
headquarters building as "modest". In 2013 company head Akio Toyoda reported that
it had difficulties retaining foreign employees at the headquarters due to the lack of
amenities in the city.
Its Tokyo office is located in Bunkyo, Tokyo. Its Nagoya office is located in
Nakamura-ku, Nagoya. In addition to manufacturing automobiles, Honda provides
financial services through its Honda Financial Services division, and also builds
robots.
President of Honda Motor Company:

 Rizaburo Toyoda (1937–1941)

 Kiichiro Toyoda (1941–1950)
 Taizo Ishida (1950–1961)
 Fukio Nakagawa (1961–1967)
 Eiji Toyoda (1967–1981)

President of Honda Motor Corporation:

 Eiji Toyoda (1981)

 Shoichiro Toyoda (1982–1992)

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CEO of Honda Motor Corporation:

 Tatsuro Toyoda (1992–1995)

 Hiroshi Okuda (1995–1999)
 Fujio Cho (1999–2005)
 Katsuaki Watanabe (2005–2009)
 Akio Toyoda (2009–present)

Chairman of Honda Motor Corporation:

 Shoichiro Toyoda (1992–1999)

 Hiroshi Okuda (1999–2006)
 Fujio Cho (2006–2013)
 Takeshi Uchiyamada (2013–present

On June 14, 2013, Honda Motor Corp. announced the appointment of outside
board members; the appointment was a first for the corporation and occurred
following approval from general shareholders at a meeting on the same day.
Additionally, Vice Chairman Takeshi Uchiyamada replaced Fujio Cho as
chairman, as the latter became an honorary chairman, while Toyoda remains in the
post of President. Honda is publicly traded on the Tokyo, Osaka, Nagoya,
Fukuoka, and Sapporo exchanges under company code TYO: 7203. In addition,
Honda is foreign-listed on the New York Stock Exchange under NYSE: TM and
on the London Stock Exchange under LSE: TYT. Honda has been publicly traded
in Japan since 1949 and internationally since 1999. As reported on its consolidated
financial statements, Honda has 540 consolidated subsidiaries and 226 affiliates.

 Honda Motor North America (100% – 2004)

 Honda Canada Inc. (51% - 2013)
 Honda Tsusho – Trading company for the Honda Group
 Daihatsu Motor Company (51.2% – March 31, 2006)
 Hino Motors (50.1% – 2001)
 Lexus 100% (1989)
 Scion 100% (2003)
 DENSO (24.74% – September 30, 2006).

11
 CHAPTER – II
REVIEW OF LITERATURE
Gerald D Bell (1967) studies how a new car buyer feels about his purchase and
what factors determine his reactions when he begins living with his new car. The
finding of this investigation suggests the effect of a customer’s self-confidence his
personality and the quality of service he receives upon his cognitive dissonance.
Edward L Grubb and Greg Hupp (1968) test a methodology for measurement
of self-concept and consumer behavior in comparable terms and therefore to further
substantiate the relationship of self-theory to consumer behavior. The author suggests
that the owner of a specific make of automobiles perceive themselves as having self-
concepts similar to those of others who own the maker of an automobile.
J.D. Singh (1981) conducted a survey on ‘a study of brand loyalty in India.'
The primary objective of this study was to examine state of the art regarding brand
loyalty among consumers in India.
Subramanian, Ramakrishna Rao & RamonaRao (1982) conducted a survey
on ‘Consumer Goods Marketing in Vishakhapatnam’ by taking a sample of
300households equally distributed among employees, business people and
professionals.
Darlin Doman (1983) in the article has mentioned that satisfied new car
buyers discuss their experiences with eight people dissatisfied buyers complain to an
average of twenty-two people.
Mason (1984) pointed out that in the case of children riding on private ground,
the parent or guardian is responsible for ensuring that their children minimize the risks
associated with motorcycling by wearing appropriate clothing and helmets, riding
safely and using suitable bikes.
Adams, Collingwood and Job (1985) investigated a training program for
Australia Post motorcycle telegram delivery staff. Injury records for the six months
before and after a training course were compared.
O’Brien (1987) examined in his study four factors namely demographic,
personality, sources of the message, and product class and their effect on information
handling. The products chosen for the study were cars and breakfast. It was found that
the factors had varying effects on information handling; search initiation had no effect
which suggested that a substantial number of consumers failed to engage in extensive

12
search before purchase. However, unlike the previous search, his study focused on
incentives for information seeking for a given product, how much would a utility
maximizing consumer with a given preference gain from search.
Schneider (1985, 1990) it defines climate as the shared perceptions of
organizational members concerning practices. Behaviors and procedures are rewarded
and supported in the workplace. Others have viewed it as a set of concepts to
understand the context of the organization, representing the norms, attitudes, feelings
and behaviors' prevalent at the workplace (Litwin & Stringer, 1968; Pugh & Payne,
1976; Schneider & Bartlett, 1968, 1970; Denison, 1996).
Rashid and Ahsan, (1997) this paper argues that ethics can play vital role in
reducing the attitudinal differences between the personnel manager and employees on
the issue of maintaining privacy of employee information. The importance of ethics in
personnel management has received inadequate Attention in the previous research.
The need for employee information for decision making and its disclosures within and
outside the organization are examined.
Ahsan, (1997) the practice of giving value to Human Resource is not new. The
concept can be traced back to the early days of slavery. But with the Abolition of
slavery the practice of valuing Human Resources have been discontinued. Recently,
behavioral scientist and financial specialists have questioned the accounting practice
of not including value of Human Resource. It is one of the most important resources of
an Organization and the future of an organization depends to a large extent on
systematic.
Eric Greenleaf and Donald Lehmann (1991) found that intricacy of selection
and time pressure are the most important causes of consumer delay whereas task
avoidance the least important. Correlations between delay causes and time spent in
each stage of the consumer decision-making process provide tentative evidence that
the different delay causes tend to prolong decision time in particular stages.
William B Dodds (1991) investigated the effects of the intrinsic cues of price
brand and store information on consumer perception of product quality. They found
that price had a positive effect on perceived quality but a negative effect on perceived
value and respondent’s willingness to buy.
Rogerson, Lambert and Allen (1992) argued against the introduction of a
power-to-weight restriction. The authors found that 18.7 percent of novice riders in

13
crashes in Victoria during the period 1987 to 1990 were not complying with the
current 260cc capacity limitation.
Ravi Dhar (1992) in his article argued and discussed that the assumption made
in Hierarchical models of consumer choice that the decision to choose is independent
of which alternative to choose may not always be valid. Consumers may often decide
whether or not to choose to depend on the context. Furthermore, consumers may shift
their preferences in the direction of alternatives that minimize conflict.
Gronroos, Zeithaml, Bitner (2000) Satisfied customers never switch over to
another brand they spread their positive word of mouth which influence non-existing
customer and indirectly force to engage with the organization.
Ewing (2000) investigated brand loyalty by examining actual past behavior
and its impact on future behavioral intentions, as well as a willingness to recommend
the brand to another customer known to him. Findings indicate that purchase
expectation/intention remain a valid research metric.
It would appear that the brand/consumer interface offers greater predictive
ability than the retailer/consumer interface. Willingness to recommend a brand to
another consumer does not seem to be influenced by past behavior, but the higher the
respondents’ expectation to purchase the brand, the higher will be their willingness to
recommend the brand.
Darpy (2000) in consumer behavior, very few literatures discuss consumer
procrastination. Consumer procrastination refers to a chronic and conscious tendency
to slow down or hold back a planned purchase. While making a purchase decision,
consumers tend to often too deeply evaluate all available alternatives and compare
products. Then, they may buy the product or slow down the process. Two dimensions
of consumer procrastination - indecision and avoidance are pointed out by.
Chaudhuri and Holbrook (2001) examined two aspects of brand loyalty,
purchase loyalty, and attitudinal loyalty, as linking variables in the chain of effects
from brand trust and brand affect to brand performance (market share and relative
price). Information - processing theories posits that consumers use product and
psychological cues to form beliefs and to evaluate of products. Country of origin of
the brand, peer recommendation and whether the brand is used by people who are
considered affluent by the prospective buyers, etc. are considered as an extrinsic
product.

14
 Lisa R. Klein (2003) It has been stated by the authors that the customers can do
a cost benefit analysis to choose a search strategy, i.e. what, when, how much and
where to search, but the customers do not search much, which may be due to
customers’ perception that the search costs are quite high or that the value of the
search is quite low. As a part of the pre-purchase search for a perfect automobile as per
their requirement, the customers in this digital age take the help of internet, websites
as well as social networking sites to do a comparative study of the different models of
different brands available in the market. Hence their opinion is also influenced by the
reviews of the people already possessing the motorcycles and using it.
Pavleen (2003) in their article have perceived that the family of a reference
group has one of the strongest most immediate and most pervasive effects on a
consumer’s personality motivation and attitude. The author has affirmed that from the
marketing point of view investigating the family as a consumption unit becomes
crucial since attitudes towards saving spending and even towards brand and products
are often mobilized by the family.
Richard (2003) in their large-scale national study investigates the influence of
monthly payment incentives on the decision-making process of the cars.
Rajarashmi and Sudarsana (2004) revealed that almost all sample
respondents preferred branded products and if their favorite brand is not available in
the retail shop, they will go to another store and purchase their favorite brand. If it is
not available in the market, the respondents were ready to postpone their purchase
decision.
Pierre (2004) Brand image is defined as the consumer perception of a brand
and is measured as the brand associations held in the consumer memory. To measure
brand image, the marketer can either use or adapt an existing list of brand associations
(e.g. Young & Rubicam’s brand asset valuator or Aaker’s brand personality list) or
start from scratch by eliciting brand associations and then measuring the strength of
these associations.
Jain & Gupta (2004) Service plays an important role in today's competitive
world. It works as a double sword if the experience of customers is positive, it will
boost the sale if negative than responsible for fall in the sale.
Jacobo, Neuman, Praes (2005) opinions that it is mandatory to evaluate the
present service quality but with the new technique of “mystery shoppers” to see how
customer are being taken care by the service centers.
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 Alan Smith (2006) mentioned that since the mid-1990s many industries were
experiencing increased demand from their customers for higher quality and easier
access to service thus corporations, and top managers started to rethink their traditional
ways of providing service and customer relationship management start to become a
strategic asset among corporations.
A Mukund (2006) has studied the role of CRM in Tesco and concluded that
the loyalty card scheme launched by Tesco in 1995, laid the foundation of a CRM
framework that made Tesco UKs number one retailer and the data collected through
these cards formed the basis for formulating strategies that offered customers
personalized services in cost effective manner and today CRM in Tesco is more of a
companywide philosophy.
Biswajit Mahanty (2007) More than 55 million two-wheelers are moving on
Indian roads. Accordingly, two-wheeler service sector should have generated revenue
amounting to INR 100,000 million per year, but in reality, this has not been realized in
the organized service sector, the Indian two-wheeler service industry has not
considered servicing as a line of business and providing conveniently reliable services
is most important in two-wheeler services in India to capture the market.
Tom Dougherty (2008) explained that the success of the beer has nothing to do
with taste and all that matters is brand preference and also says how to build the brand
image in the market.
Ronald Biswajit Mahanty (2008) it is an era of customer delight for the two
wheeler industry and the conventional measures implemented by the service
organizations tend to be inadequate to attract customers persistently.
S.Saravanan (2009) concluded in their research paper “Markets and
Consumers- Consumer Behavior towards Showroom Services of Two-Wheeler with
reference to Cuddalore District" that students and employees are more satisfied with
showroom service and age of consumer is an important factor while choosing the
brand of bike and all the consumers give importance all factors relating to buying a
vehicle.
N. Chandrasekaran (2009) investigated the wants of the customer are
carefully studied by conducting surveys on consumer behavior. The study also helps to
know various marketing variables such as price and product features. This study will
help gain knowledge about the influence of consumer to prefer a particular brand and
the problems faced by them.
16
 Arvind Saxena (2010) Director and Board member (marketing and sales),
Hyundai Motor India (HMIL) “No company in automobile sector can fight
competition on price. Companies need to have the right product, distribution, CRM
and after sales service network to grow.
Sarin, Sourabh (2010) Quality is a subjective parameter which depends upon
the individual perception and expectation. Organization has to pay individual attention
towards the customers.
Abhijeet Singh (2011) Tata Motors uses a customer relationship management
and dealer management system (CRM-DMS) which integrates one of the largest
applications in the automobile industry, linking more than 1200 dealers across
India.CRM DOS has helped Tata Motors to improve its inventory management, tax
calculation, and pricing. This system has also proved to be beneficial to dealers
because it has reduced their working capital cost.
A Hunter (2011) said by making a comparison with art clay and metal clay and
which one the customers prefer to buy and what are all the reasons for them to make
that purchase. What are all the things that customers expect when they buy a product?
Pawan Chabra (2011) had mentioned that the death knell off Bajaj's scooters
business was sounded when the company officially stopped the production of its
flagship Chetak in December 2002, to get cracking on it ambition of becoming a
credible motorcycle brand manufacturer, the company invested big in R&D and
product development, but the company faced challenges in the sales and distribution
because their dealers had little idea how to sell motorcycles, so the entire dealership
network was trained to sell motorcycles.
Kevin Keller (2012) Caterpillar has become a leading firm by maximizing the
total customer value with the help of effective CRM, best after sales service in the
industry and better-trained dealer. It allows the firm to command a premium price of
10% to 20% higher than competitors such as Volvo, Komatsu, etc.
Oyama (2012) Honda Motor wants to be number one in the Indian market, and
the company wanted 30% of Honda's global sales to come from Indian operations by
2020. HMSI have had issues related to production in the past with most of its models
having the longest waiting period in the country; this is reduced in Honda's penetration
in the rural market, which is less than a third of Hero Moto Corp.
D.V.Ramana (2013) in their study on consumer perception towards the
purchase decision of two wheeler motorcycles in Nellore district, Andhra Pradesh.
17
This study explores individual consumer buying dynamics and consumer buying
behavior of motorcycle users and allows the marketers to gain insights into why
individuals act in certain consumption related ways and with learning what internal
and external influences compel them to act as they do.
The present study is undertaken to access the most influencing factors of the
motorcycle and its response over the respondents and to understand their perceptions
about different motorcycle brands in the market. An analytical study was carried out
by using a questionnaire, and the collected data were analyzed by using percentage,
factor, and ANOVA. The study reveals that Hero Honda is the most preferred brand
followed by Bajaj. Moreover, it highlights that there is a significant influence of
demographic factors on the purchase decision.
Duggani Yuvaraju (2014) investigated customer satisfaction towards Honda
Two Wheelers. In this paper they found that 60%of respondents to know the
advertisement of Honda Bike through media, 90 percent of the respondents were
completely satisfied with the mileage and performance of the bike, 56% of the
respondents are attracted the quality of the service to choose this bike, 50% of the
respondents are satisfied with the design of the bike, 54% of the respondents
considered the price of the Honda, 60 % of the respondents felt the explanation to be
“excellent”. The company should give some incentives to the dealers for promoting
the products of Honda dealers. They should select good dealers, which they can give
customer satisfaction.
M.Sakthivel Murugan (2014) perception of women consumers to awards the
purchase decision to wheelers in India-study concerning metropolitan cities. The main
object of study on women consumers' awareness, preference, and purchase decision of
two-wheelers in metro-cities, to women two-wheelers.
The researchers used convenience sampling method for collecting the data
from the respondents. The data was collected from the respondents 400 questionnaires.
The tools used in the study are chi-square tests. The study had found that the
researcher had investigation the extend of perception of women consumers towards the
purchase decision of two wheelers in metropolitan cities in India. Finally, the
concluded that the results discussed above show the perception of women consumers
of two-wheelers through India.
Lakshmi Priya (2016), investigated on the customers satisfaction of Honda
two wheelers among the customers within the Palakkad District was conducted in
18
Palakkad District. The sample was collected from the customers who owned the
Honda two-wheeler and to know about the satisfaction level of the Honda two
wheelers. In this study, most of the respondents are having a good opinion about the
Honda two wheelers and the findings and suggestions of this study will support the
company in an effective and better way.

19
 CHAPTER - III

RESEARCH METHODOLOGY
3.1 INTRODUCTION
It is well known fact that the most important step in marketing research process
is to define the problem. Choose for investigation because a problem well defined is
half solved. That was the reason that at most care was taken while defining various
parameters of the problem. After giving through brain storming session, objectives
were selected and the set on the base of these objectives. A questionnaire was designed
major emphasis of which was gathering new ideas or insight so as to determine and
bind out solution to the problems.
3.2 RESEARCH DESIGN
A research design is considered as the framework or plan for a study that
guides as well as helps the data collection and analysis of data. Present study is an
analytical and descriptive in nature and based on empirical study. The data was
collected from both primary and secondary sources. The primary source of data is
respondents concerned and collected by using a predefined questionnaire. The
secondary sources include books, articles, periodicals, newspapers, various reports,
websites etc
3.3 RESEARCH APPROACH
The research approach was used survey method which is a widely used method
for data collection and best suited for analytical and descriptive type of research
survey includes research instrument like questionnaire which can be structured and
unstructured. Target population is well identified and various methods like personal
interviews and telephone interviews are employed.
3.4 SCOPE OF THE STUDY
The study focuses on customer satisfaction toward the Honda bikes. It includes
availability level of products, quality of the products, customer’s expectations, and
customer satisfaction towards the customers if any at Honda. When viewing the
industrial sector one can see that all the corporate houses focusing on retaining the
customers without compromising the organizational objectives, ethics and values.
Customers are individuals and the organizations have to make each and every

20
customer feel that they are highly compassionate to them. Hence, customer
relationship management is having a wide scope in modern world.
3.5 NEED FOR THE STUDY
Customer satisfaction provides an indication of how successful the
organization is providing products and/or services to the market place. Organizations
need to retain existing customers while targeting noncustomers. So, to retain the
customers for longer time the marketer has to know the customer satisfaction levels.
Thus, this study is conducted to know the satisfaction levels of customers of Honda
bikes.
3.6 SIGNIFICANCE OF THE STUDY
The important task of a buying preference is to get more number of consumers
for the business and retaining them forever by providing all support and care to him.
Serving the customer not stops with caring but the success comes when they are
delighted by the service. It requires enormous amount to effort to create one customer,
but for a customer the simple reason is enough to switch over the competitor. Hence
the customer care becomes very important in selling Honda bikes. If the customers are
treated properly then he will like to do business as remain and he will never turn
towards the competitors.
3.7 STATEMENT OF THE PROBLEM
Today’s consumer markets are too competitive. For maximizing the profit and
widening the market share, the companies use various efforts for attaining their
objectives. There also exist strong consumer advocacy movements all over the world.
Most of the companies try to convert potential customer into a regular customer. For
this, they try to provide maximum benefits and convenience to the customers through
the excellent utilization of resource. The transformation of a potential customer into a
regular customer is not an easy task. They have to blend various marketing mixes in
different ways.
3.8 OBJECTIVES OF THE RESEARCH
1. To analyze the customer satisfaction.
2. To analyze the customer preference.
3. To analyze after sales services of bikes.
4. To study the behavioral factors of consumers in motor bikes.
5. To suggest various factors to improve sales

21
Hypotheses of the Study
Ho: Less that 90% are satisfied with “Honda bikes”.
H1: more that 90%are satisfied with “Honda bikes”.
3.9 DATA SOURCES
The data was collected from both primary and secondary sources. Present
study is an analytical and descriptive in nature and based on empirical study.
Primary data
Primary data is collected from the customers of Honda motors through
Questionnaire
Secondary data
Secondary data is collected from the company records publications of Journals,
Newspapers, books, articles, various reports, college library and Websites etc.
3.10 SAMPLING
Convenient Sampling method is adopted for selecting the respondents. Care is
taken to cover customers of all types of products and age groups etc.
Sampling unit
It gives the target population that will be sampled. This research was carried in
Customers of Honda bikes Trichy (Rockfort Honda). These were 100 respondents.
Sample size
100 respondents of Rockfort Honda, Trichy District were surveyed that time
period based on convenience sampling from different segments of people. The sample
constitutes of Business men, Employees, Professionals, Students etc. Questionnaires
were used to get feedback from target sample.
Period of the study
The period of study of this discussion is from 01.11. 2018 to 27.11.2018
3.11 TOOLS USED
The statistical tools used for this study are as follows:
 Simple percentage analysis
 Chi-square analysis
3.12 DATA COMPLETION AND ANALYSIS
After the data has been collected, it was tabulated and findings of the project
were presented followed by analysis and interpretation to reach certain conclusions.

22
3.13 LIMITATIONS OF THE STUDY
1. Research work was carried out in one District of Tamil Nadu only the finding
may not be applicable to the other parts of the country because of social and
cultural differences.
2. The sample was collected using connivance-sampling techniques. As such
result may not give an exact representation of the population.
3. Shortage of time is also reason for incomprehensiveness.
4. The views of the people are biased therefore it doesn’t reflect true picture.

23
 CHAPTER – IV

DATA ANALYSIS AND INTERPRETATION

The data after collection have to be processed and analyzed in accordance with
the outline laid down for the purpose at the time of developing the research plan. The
processing of data implies editing, coding, classification, tabulation and presentation
of collected data so that they are enable to data analysis.

TABLE – 4.1
GENDER OF THE RESPONDENTS

S.NO GENDER NO. OF

PERCENTAGE
RESPONDENT

1 Male 62 62%

2 Female 38 38%

TOTAL 100 100

Sources: Primary data

Inference:

This table show that 62% of the respondents belong to male and 38% of the
respondents belong to female.

24
 CHAT – 4.1
GENDER OF THE RESPONDENTS

PERCENTAGE NO. OF RESPONDENT

62%
70
60 38%
50 62
40 38
30
20
10
0
Male Female

25
 TABLE – 4.2
AGE OF THE RESPONDENTS

S.NO AGE GROUP NO. OF

PERCENTAGE
RESPONDENT

1 18-25 37 37%

2 26-35 19 19%

3 36-45 18 18%

4 46 above 26 26%

TOTAL 100 100

Sources: Primary data

Inference:

From this table, we can infer that 37% of the two wheeler users are between 18
to 25 years of age and another 19% are between 26 to 35 years of age. 18% of the bike
users are between 36 to45 years of age. 26%users are above 46 years of age.

26
 CHART – 4.2
AGE OF THE RESPONDENTS

37%
40
35
26%
30
25 19% 18%
20 37
PERCENTAGE
15 26
19 18 NO. OF RESPONDENT
10
5
0
18-25 26-35 36-45 46
Above

27
 TABLE – 4.3
EDUCATIONAL QUALIFICATION OF THE
RESPONDENTS

S.NO EDUCATIONAL NO. OF

PERCENTAGE
QUALIFICATION RESPONDENT

1 SSLC/HSC 11 11%

2 UG Degree 50 50%

3 PG Degree 18 18%

4 Professional 22 22%

TOTAL 100 100

Sources: Primary data

Inference:

17% of the respondents are PG Degree and 50% are UG Degree. From this we
can infer that 67% of the bike users are PG Degree or UG Degree. 11% have only
school education. Only22% is Professional.

28
 CHART – 4.3
EDUCATIONAL QUALIFICATION OF THE
RESPONDENTS

60
50%
50

40

PERCENTAGE
30 22%
50 NO. OF RESPONDENT
17%
20
11%
22
10 17
11

0
SSLC / HSC UG Degree PG DegreeProfessional

29
 TABLE – 4.4
FAMILY MONTHLY INCOME OF THE RESPONDENTS

S.NO FAMILY MONTHLY NO. OF

PERCENTAGE
INCOME RESPONDENT

1 Below15,000 11 11%

2 15,000-25,000 53 53%

3 25,000-35,000 24 24%

4 Above 50,000 12 12%

TOTAL 100 100

Sources: Primary data

Inference:

53% of the respondents are in the income group of 15,000 -25,000, 24% o f the
respondents are fall in the income group of 25,000-35,000, 12% of them are in the
income group of above 50,000 and the least of 11% of the respondents belong to the
income group of below 15,000.

30
 CHART – 4.4
FAMILY MONTHLY INCOME OF THE RESPONDENTS

53%
60

50

40
24%
30 53
11%
12% PERCENTAGE
20
24 NO. OF RESPONDENT
10 11 12

0
0

00

00
,00

00
5,0

5,0

0,0
15

0-2

0-3
low

5
ve
,00

,00
Be

o
Ab
15

25

31
 TABLE – 4.5
OCCUPATION OF THE RESPONDENTS

S.NO OCCUPATION NO. OF

PERCENTAGE
RESPONDENT

1 Students 64 64%

2 Employee 10 13%

3 Business 13 13%

4 Any other 13 10%

TOTAL 100 100

Sources: Primary data

Inference:

64% of the respondents are in the bike owners of students and 13% are
business people and employee. Only 10% are any other.

32
 CHART – 4.5
OCCUPATION OF THE RESPONDENTS

NO. OF RESPONDENT
Any other
13%

Business
13%

Employee
Students
10%
64%

33
 TABLE – 4.6
SOURCES OF AWARENESS

S.NO SOURCES OF NO. OF

PERCENTAGE
AWARENESS RESPONDENT

1 TV 35 35%

2 Newspapers 25 25%

3 Friends 12 12%

4 Dealers 28 28%

TOTAL 100 100

Sources: Primary data

Inference:

Out of the responses obtained from 100 customers 28% said that they became
aware of the Friends. And through the friends 35% of the customers are aware from
the T.V. And another 25%are aware of by the NEWS PAPERS. And only 12% are
aware by the DEALERS.

34
 TABLE – 4.6
SOURCES OF AWARENESS

NO. OF RESPONDENT
4 Dealers
1 TV
28%
35%

3 Friends
12%
2 Newspapers
25%

35
 TABLE – 4.7
DURATION OF USAGE OF THE BIKE

S.NO DURATION NO. OF

PERCENTAGE
RESPONDENT

1 Less than 2 years 39 39%

2 3 years to 4 years 10 10%

3 5 years to 6 years 13 13%

4 7 years to 9 years 29 29%

5 Above 10 years 9 9%

TOTAL 100 100

Sources: Primary data

Inference:

39% of the vehicle owners are using the vehicle from less than 2 years. 13% are using
the vehicle since 6 years. 29% of the users are using a vehicle for a maximum of 9
years. 10% of the vehicle owners are using the vehicle from less than 4 years. 9% of
the vehicle owners are using the vehicle from above 10 years

36
 CHART – 4.7
DURATION OF USAGE OF THE VEHICLE

NO. OF RESPONDENT
Less than 1 year 1 year to 2 years 2 years to 5 years

5 years to 10 years Above 10 years

9%

39%
29%

13% 10%

37
 TABLE – 4.8
BRAND PATRONAGE

S.NO BRAND NO. OF

PERCENTAGE
RESPONDENT

1 Activa 23 23%

2 Dio 13 13%

3 Aviator 03 03%

4 Shine 23 23%

5 Unicorn 14 14%

6 Dazzler 1 1%

7 Twister 2 2%

8 Stunner 6 6%

9 CBR250 1 1%

TOTAL 100 100

Sources: Primary data

Inference:
Activa and shine are the most popular models of Honda each contributing
23%. Next popular is unicorn with 22%.67% of the two wheelers sold are either
Activa Shine or Unicorn.

38
 CHART – 4.8
BRAND PATRONAGE

NO.Stunner
OF RESPONDENT
Twister 7% Activa
2% CBR 27%
1%
Dazzler
1%
Unicorn
16%

Shine Dio
27% 15%
Aviator
3%

39
 TABLE – 4.9
REASONS FOR CHOOSING HONDA

S.NO REASON NO. OF

PERCENTAGE
RESPONDENT

1 Price 82 82%

2 Promotion 00 00%

3 Appearance 18 18%

4 Technology 00 00%

5 Any other 00 00%

TOTAL 100 100

Sources: Primary data

Inference:

While choosing Honda and a particular model, the customers are influenced by
the price of the bike. Limited importance is given to Appearance of the vehicle.

40
 CHART– 4.9
REASONS FOR CHOOSING HONDA

NO. OF RESPONDENT PERCENTAGE

82%

82

18%

0% 0%
0%
18 0
0 0

Price Promotion Appearance Technology Any other

41
 TABLE – 4.10
THE VALUABLE ATTRIBUTES

S.NO ATTRIBUTES NO. OF

PERCENTAGE
RESPONDENT

1 QUALITY SERVICE 56 50%

2 LESS PRICE 20 20%

3 BRAND IMAGE 24 24%

TOTAL 100 100

Sources: Primary data

Inference:
From the above it can be stated that general normally any one while purchasing
a four wheeler most of the members are seeing 50% of members are seeing
PERFORMENS and 30% of members are seeing DESIGN And 10% of members are
seeing PRICE and 10% of members are Others.

42
 CHART – 4.10
THE VALUABLE ATTRIBUTES

NO. OF RESPONDENT PERCENTAGE

50%

24%
20%
56

24
20

QUALITY SERVICE LESS PRICE BRAND IMAGE

43
 TABLE – 4.11
PERSON FOR INFLUENCER

S.NO PERSON NO. OF

PERCENTAGE
RESPONDENT

1 Self 04 04%

2 Family members 04 04%

3 Friends 92 92%

4 Any other 00 00%

TOTAL 100 100

Sources: Primary data

Inference:

92% of the customers have decided to buy Honda Vehicle influenced by their
friends. 4% are influenced by their family members and self.

44
 CHART – 4.11
PERSON FOR INFLUENCER

100
90
80
70
60
50 PERCENTAGE
40 NO. OF RESPONDENT

30
20
10
0
Self Family Friends Any other
members

45
 TABLE – 4.12
OPINION ABOUT MILEAGE

S.NO MILEAGE NO. OF

PERCENTAGE
RESPONDENT

1 Excellent 50 50%

2 Good 30 30%

3 Average 15 15%

4 Not satisfied 5 05%

TOTAL 100 100

Sources: Primary data

Inference:

Out of the 100 respondents 50% of them told “EXCELLENT” and 30% of
them told “GOOD” and 15% of them told “AVERAGE” and 5% of them told “Not
satisfied”.

46
 CHART – 4.12
OPINION ABOUT MILEAGE

60

50

40

PERCENTAGE
30
NO. OF RESPONDENT

20

10

0
Excellent Good Average Not satisfied

47
 TABLE – 4.13
LEVEL OF SATISFACTION ON DESIGN

S.NO REASON NO. OF

PERCENTAGE
RESPONDENT

1 Excellent 30 30%

2 Good 42 42%

3 Average 19 19%

4 Not satisfied 09 09%

TOTAL 100 100

Sources: Primary data

Inference:
Out of the responses obtained from 100 customers 30% said that they are excellent
satisfied and 42% were good and 19% were average and 9% were vehicle is poor. This
data is obtained by most of members were satisfied by hero product.

48
 CHART– 4.13
LEVEL OF SATISFACTION ON DESIGN

NO. OF RESPONDENT PERCENTAGE

42%

30%

19%
42

30 9%

19
9

Excellent Good Average Not satisfied

49
 TABLE – 4.14
REASON FOR CHOOSING THE DEALER

S.NO REASON NO. OF

PERCENTAGE
RESPONDENT

1 Local Dealer 58 58%

2 Service Dealer 42 42%

3 Schemes 00 00%

4 Finance Facility 00 00%

5 Any other 00 00%

TOTAL 100 100

Sources: Primary data

Inference:
58% of the customers have brought the vehicle from the particular dealers
because he is alone dealer. 42% have preferred because the dealer is also a service
dealer. Schemes and finance facility have no impact on dealer choice.

TABLE – 4.14
50
 REASON FOR CHOSING THE DEALER

60

50

40

30 NO. OF RESPONDENT
PERCENTAGE
20

10

0
Local Service Schemes Finance Any
Dealer Dealer Facility other

TABLE – 4.15

51
 SERVICE QUALITY RATING

SERVICE QUALITY
S.NO NO. OF
PERCENTAGE
RATING RESPONDENT

1 Excellent 73 75%

2 Good 15 15%

3 Average 12 12%

4 Not satisfied 00 00%

TOTAL 100 100

Sources: Primary data

Inference:

From the above table it is clear that 73% of the respondents are satisfied with
the quality of service while a significant number i.e., 15% of the respondents couldn’t
say anything and 12% of the respondents replied they are not satisfied with the quality
of service.

CHART – 4.15

52
 SERVICE QUALITY RATING

NO. OF RESPONDENT PERCENTAGE

75%

73

15% 12%

0%

15
12
0

Excellent Good Average Not satisfied

TABLE – 4.16

53
 USING OF THE SERVICE (IN MONTHS)

S.NO USING OF SERVICE NO. OF

PERCENTAGE
RESPONDENT

1 0-6 MONTHS 23 23%

2 6-12 MONTHS 37 37%

3 1-2 YEARS 36 36%

4 MORE THAN 2 YEARS 04 04%

TOTAL 100 100

Sources: Primary data

Inference:
From the above table it is seen that 37% of the respondents have been using
Honda products for past one year. While 36% have been using it for more than 1 year,
and a significant 23% of respondents have been using the service for less than six
months. Only 4% of the respondents have been using Honda products for more than 2
–years.

TABLE – 4.16

54
 USING OF THE SERVICE (IN MONTHS)

NO. OF RESPONDENT PERCENTAGE

37%
36%

23%

37 36

23
4%

0-6 MONTHS 6-12 MONTHS 1-2 YEARS MORE THAN 2

YEARS

TABLE – 4.17
OPINION TO APPOINTMENT SYSTEM
55
 S.NO OPINION NO. OF
PERCENTAGE
RESPONDENT

1 Completely 25 25%

2 Useful 73 73%

3 Not useful 02 02%

TOTAL 100 100

Sources: Primary data

Inference:

Among the 100 customers when a question was raised regarding the usefulness
of service appointment system 25% of the respondent said completely useful, 73%
said useful and 2% said not useful.

CHART – 4.17
OPINION TO APPOINTMENT SYSTEM

56
 NO. OF RESPONDENT
2%
Completely Useful Not useful
25%

73%

TABLE – 4.18
PROMOTION OF HONDA PRODUCTS

57
 S.NO PROMOTION NO. OF
PERCENTAGE
RESPONDENT

1 Offer 08 08%

2 Advertisement & offers 10 10%

3 Advertisement 17 17%

4 Free service 42 42%

5 Free service & offers 5 5%

6 All the above 6 6%

TOTAL 100 100

Sources: Primary data

Inference:

By this table we know that the promotions should be done by free service and
advertisement.

CHART – 4.18
PROMOTION OF HONDA PRODUCTS

58
 NO. OF RESPONDENT
Offer Advertisement & offers Advertisement

Free service Free service & offers All the above

6% 7% 9% 11%

19%

48%

TABLE – 4.19
PREFERRING FOR THIS SERVICE

59
 S.NO PREFER THE NO. OF
PERCENTAGE
SERVICE RESPONDENT

1 Convenience 53 53%

2 Economical 30 30%

3 Security 04 04%

4 Features 13 13%

TOTAL 100 100

Inference:
In today’s busy world convenience seems to be the most overriding factor
while preferring a cellular service. It is clear that 53% of the respondents have
preferred this service due to easy & hands free availability, making it convenient to
use it. On the other hand 30% have said economy of the service, while 13% of the
respondents have given features as their choice. While a meager 4% of the said
security as the reason for preferring the service.

CHART – 4.19
PREFERRING FOR THIS SERVICE

60
 NO. OF RESPONDENT PERCENTAGE

53%

30%

53
13%
4%
30

13
4

Convenience Economical Security Features

TABLE – 4.20
COST OF SPARES & SERVICE

61
 S.NO RATING NO. OF
PERCENTAGE
RESPONDENT

1 High 06 06%

2 Slightly high 79 79%

3 Reasonable 14 14%

4 cheap 00 00%

TOTAL 100 100

Sources: Primary data

Inference:

79% of the customers perceive the cost of service and spares slightly high.
Only 6% and 14% are felt that it is high and reasonable.

CHART – 4.20
COST OF SPARES & SERVICE

62
 NO. OF RESPONDENT PERCENTAGE

80
70
60
50
40
30
20
10
0
High Slightly high Reasonable cheap
1 2 3 4

TABLE – 4.21
LOYALTY TO DEALER

63
 S.NO RATING NO. OF
PERCENTAGE
RESPONDENT

1 Yes 25 25%

2 No 75 75%

TOTAL 100 100

Sources: Primary data

Inference:

75%of the customers not satisfied with service of Rockfort Honda. They do not want
to get service from this dealer after free services.

CHART – 4.21
LOYALTY TO DEALER

64
 1 Yes 2 No

80
70
60
50
40
30
20
10
0
NO. OF RESPONDENT PERCENTAGE

CHI-SQUARE TEST
Chi-square =Σ (O-E) 2 /E
Null hypothesis: There is no significant difference in the preferable factors.

65
 TABLE – 4.22
CHI-SQUARE TEST FOR THE PREFERABLE FACTORS

RESPONDENTS
S.NO TYPE E O-E (O-E)^2 (O-E)^2/E
(0)
1 MILEAGE 36 25 11 121 4.84
2 PICK-UP 28 25 3 9 0.36
3 PRICE 24 25 1 1 0.04
4 DESIGN 12 25 13 169 6.76
TOTAL 12.00

Degrees Of Freedom= (4-1) = 3

Level of significance=5%

Chi-square =12.00
The calculated value is 12.00
The chi-square table value at 5% level of significance at 3 degrees of freedom is 7.815

Inference:
The computed value of chi-square is greater than the table value hence, the null
hypothesis is rejected. So, there is significance difference between the preferable
factors.

CHAPTER - V
FINDING, SUGGESTIONS AND CONCLUSION

66
FINDINGS:

 All the respondents were aware about this company.

 This table show that 62% of the respondents belong to male and 38% of the
respondents belong to female.
 From this table, we can infer that 37% of the two wheeler users are between 18 to
25 years of age and another 26%users are above 46 years of age.
 50% of the respondents are UG Degree and from this we can infer that 67% of the
bike users are PG Degree or UG Degree.
 53% of the respondents are in the income group of 15,000 -25,000 and 24% of the
respondents are fall in the income group of 25,000-35,000.
 64% of the respondents are in the bike owners of students and 13% are business
people and employee. Only 10% are any other.
 Out of the responses obtained from 100 customers 28% said that they became
aware of the Friends.
 And through the friends 35% of the customers are aware from the T.V. And
another 25%are aware of by the NEWS PAPERS. And only 12% are aware by the
DEALERS.
 39% of the vehicle owners are using the vehicle from less than 2 years and 29% of
the users are using a vehicle for a maximum of 9 years.
 Activa and shine are the most popular models of Honda each contributing 23%.
Next popular is unicorn with 22%.67% of the two wheelers sold are either Activa
Shine or Unicorn.
 While choosing Honda and a particular model, the customers are influenced by the
price of the bike. Limited importance is given to Appearance of the vehicle.
 From the above it can be stated that general normally any one while purchasing a
four wheeler most of the members are seeing 50% of members are seeing
PERFORMENS and 30% of members are seeing DESIGN
 92% of the customers have decided to buy Honda Vehicle influenced by their
friends. 4% are influenced by their family members and self.
 Out of the 100 respondents 50% of them told “EXCELLENT” and 30% of them
told “GOOD”.

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 Out of the responses obtained from 100 customers 30% said that they are excellent
satisfied and 42% were good. This data is obtained by most of members were
satisfied by Honda product.
 58% of the customers have brought the vehicle from the particular dealers because
he is alone dealer. 42% have preferred because the dealer is also a service dealer.
Schemes and finance facility have no impact on dealer choice.
 From the above table it is clear that 73% of the respondents are satisfied with the
quality of service while a significant number i.e., 15% of the respondents couldn’t
say anything and 12% of the respondents replied they are not satisfied with the
quality of service.
 Among the 100 customers when a question was raised regarding the usefulness of
service appointment system 25% of the respondent said completely useful, 73%
said useful and 2% said not useful.
 By this table we know that the promotions should be done by free service and
advertisement.
 In today’s busy world convenience seems to be the most overriding factor while
preferring a cellular service. It is clear that 53% of the respondents have preferred
this service due to easy & hands free availability, making it convenient to use it.
On the other hand 30% have said economy of the service.
 79% of the customers perceive the cost of service and spares slightly high. Only
6% and 14% are felt that it is high and reasonable.
 75%of the customers not satisfied with service of Rockfort Honda. They do not
want to get service from this dealer after free services.
 The computed value of chi-square is greater than the table value hence, the null
hypothesis is rejected. So, there is significance difference between the preferable
factors.

SUGGESTIONS

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Regular availability of all models should be ensured. Efforts have to be taken to ensure
no stock outs for Activa, Unicorn and Shine. Dealer has to put efforts to improve
quality of after sales service as majority opined that they would not prefer the dealer
after free services. Dealer and Company should ensure availability of flagship brand
Activa. Due to non availability, majority of the prospective customers are shifting to
other company brands. Customers are suspecting the dealers role in sticking to
booking schedule. Efforts to be taken to ensure that transparency in booking.
Customer feedback system after sale and service would improve the image of the
dealer. Dealer has to tie up with banks to provide finance at competitive interest rates.
Dealer has to be aggressive in marketing the vehicles as they face a very tough
competition from local Honda Dealer i.e., Rockfort Honda Dealer as well as the
company has to put all efforts to enhance the image of the brand as well as the
dealership.

CONCLUSION

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Honda is a major player in two wheeler market. In India almost every second motor
cycle solids from Honda. It is has many award to its credit How strong the brand may
be, every organization has to strive to improve customer satisfaction. With increasing
competition and customer expectations, Customer Satisfaction is the key to success of
any organization. Dealers play a very important role in the marketing of any product.
Their role is vital mainly in the case of consumer durables in general and automobiles
in particular. Unlike majority of consumer durables, automobiles need periodic
maintenance. Two wheelers have a peculiar feature as they are used by common man
who hardly has any knowledge of the functioning or repairing of the vehicle, dealers’
role is very important. Dealers can enhance or tarnish the image of the company and
the product however good it may be. The strength of Honda motors is its channel
partners, and service availability everywhere.

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 BIBLIOGRAPHY
 Philip kotler- Principels of Marketing, Prention-Hall of India. Pvt ltd New
Delhi (1999).
 Jagdish N.Sheth Atul Parvatiyar –Relationship Marketing-A division of stage
publication NewDelhi. (2000).
 Philip Kotler- Marketing Management-– (In India, Bangladesh, Nepal).Pearl ,
Jack & Robyn. Marketing Channels A Division of Holt, Rinehart &
Wiston(1978).
 V.V.Rama Swamy,S.Namakumari – Marketing Management (Planning &
Implementation &Control)- Rajiv Beri for Macmillan Indian ltd .New
Delhi(2002).
 Chandok Anil( November, 2005) “Impact of Advertisements on Children’s
Buying Behaviour”, Marketing
 Mastermind.pp. 41-46.
 Duggani Yuvaraju and Durgo Rao (2014),”Customer satisfaction towards
Honda Two wheeler: A Case study in Tirupati”.Journal of Business and
Management.pp 65-74.
 Kaur Parminder (1996). Human Resource Development for Rural
Development. (New Delhi Anmol Publication, Ph.D. Thesis Published)
 Kotler Philip (2000). Marketing Management. (New Delhi : Prentice Hall of
India (pvt)
 Kothari. C.R, (1998).”Research Methodology”, H.S. Poplai for Wishwa
Prakashan, New Delhi.
 Lakshmi periya (2016),”Customer satisfaction Towards Honda two wheeler- A
study in Palakkad district, Kerala.
 International conference on “Research avenues in Social Science” Organize by
SNGC,Coimbatore.
 Philip Kotler., Grey Amstrong.,(1999) “Principles of Marketing”,
AshokeK.Ghose., New Delhi.

 www.Honda2wheelers India,com

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A STUDY ON CUSTOMER SATISFACTION TOWARDS HONDA
BIKES IN HONDA ROCKFORT, TRICHY
Questionnaires
Name:-------------------------------------------------------

1. Gender

a. Male

b. Female

2. Age (Years):

a. 18-25

b. 26-35

c. 36-45

d. 46 above

3. Educational Qualification:

a. SSLC/HSC

b. UG Degree

c. PG Degree

d. Professional

4. Family monthly Income:

a. Below 15,000

b. 15,000 - 25,000

c. 25,000 – 35,000

d. Above 50,000

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5. Occupation:

a. Student

b. Employee

c. Business

d. Any Other (Specify)

6. How to know about the sources of awareness?

a. TV

b. Newspapers

c. Friends

d. Dealers

7. Since how many years have you been using Honda Bike?

a. Less than 2 years

b. 3 years to 4 years

c. 5 years to 6 years

d. 7 years to 9 years

e. Above 10 years

7. Specify the brand of two wheeler do you own?

a. Activa

b. Dio

c. Aviator

d. Shine

e. Dni corn

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 f. Dazzler

g. Twister

h. Stunner

i. CBR250

8. What is the reason for choosing this Honda?

a. Price

b. Promotion

c. Appearance

d. Technology

e. Any other

9. What are the valuable attributes you normally look while

purchasing a bikes?

a. QUALITY SERVICE

b. LESS PRICE

c. BRAND IMAGE

9. Who is influenced you to purchase the Honda?

a. Self

b. Family members

c. Friends

d. Any other

10. What is your opinion about mileage?

a. Excellent

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 b. Good

c. Average

d. Not satisfied

11. What about the level of satisfaction with regard to the Honda

a. Excellent

b. Good

c. Average

d. Not satisfied

12. Why did you choose ‘Rockfort Honda?

a. Local Dealer

b. Service Dealer

c. Schemes

d. Finance Facility

e. Any other

13. How would you rate service offered by ‘Rockfort Honda., for your

two-wheeler?

a. Excellent

b. Good

c. Average

d. Not satisfied

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14. Since how many months have you been using Honda Bike?

a. 0-6 MONTHS

b. 6-12 MONTHS

c. 1-2 YEARS

d. MORE THAN 2 YEARS

15. Is the appointment system useful to you?

a. Completely

b. Useful

c. Not useful

16. What do you think promotion of Honda Products should be done?

a. Offer

b. Advertisement & offers

c. Advertisement

d. Free service

e. Free service & offers

f. All the above

17. Why do you prefer for this service?

a. Convenience

b. Economical

c. Security

d. Features

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18. How do you rate the cost of spares and service charges charged by

‘Rockfort Honda?

a. High

b. Slightly high

c. Reasonable

d. Cheap

19. Do you prefer to service after sales of your loyalty dealer?

a. Yes

b. No

20. What are the factors preferable in your bike?

a. Mileage

b. Pick-up

c. Price

d. Design

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