Customer satisfaction after sales & service provided by Honda activa

Contents Chapter-I Introduction Statement of the problem Objectives of the study Need for the study Scope of the study Methodology Limitations of Study Chapter-II Theoretical background Customer satisfaction Customer buying decision process Marketing Consumer behavior Sampling procedure Chapter-III Industrial back ground of the study Growth of the industry Industry profile Motor cycle sweep stakes Origin of the organization Product profile

Chapter-IV

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Customer satisfaction after sales & service provided by Honda activa Data Analysis & Interpretation Chapter—V Findings Suggestions Conclusion ANNEXURE Questionnaires Bibliography

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Customer satisfaction after sales & service provided by Honda activa

CHAPTER-I Introduction Statement of the problem Objectives of the study Need for the study Scope of the study Methodology Limitations of Study

INTRODUCTION The two wheeler segment in the automobile industry plays a vital role in India. The present day market is such that a two wheeler is affordable by middle class people in urban areas. It is also more convenient for travelling short distance within the city and for individual, over, the years

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Customer satisfaction after sales & service provided by Honda activa the sales figured of the two wheelers has increased to a very large extent. The sales of the two wheeler in 1950 were merely 900 units, whereas now the sales have gone up to millions. The two wheeler market mainly consists of scooterette and motorcycles. The motorcycles segment forms 65% of whole of two wheeler segment. Whereas earlier the motorcycles had a very small share in the two wheeler segment but with the collaboration of Indian and Japanese companies (Honda, Suzuki, and of Kawasaki) the share has increased tremendously with reason being that two wheelers had a superior engine, better pick-up, good mileage, improved designs and large options to choose from. The two wheeler segment is divided into two stroke and four stroke categories. The two strokes consists of kinetic Honda, Nova, Yamaha Rx135, kb-125, etc. the four strokes category consists of Honda Activa, TVS Scooty, Kinetic Style, etc. Most of the officials or some persons generally prefer these two wheelers, such as Honda Activa, Kinetic Honda, Scooty, etc, as they are more concerned with mileage. They are also concerned with these two wheelers, as they prefer unguarded vehicles, so that it would be easy to ride the two wheelers in the cities where there is much traffic. The scooterette segment will continue to lead the demand for two wheeler in the coming years. The Indian two wheeler industries produced and sold about 3.4 million units in the year 2009-10. Like any other Indian industry, the policy environment guided and controlled this segment of the industry as well. Licensing horns ruled day till the mid 80’s access to foreign technology inputs and foreign investment were strictly government controlled. Since mid 80’s, the Indian automobile industry was administered select doses of liberalization, foreign collaboration coupled with Indian market

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Customer satisfaction after sales & service provided by Honda activa potential, attracted world major companies like, Honda, Yamaha, Suzuki, etc. STATEMENT OF THE PROBLEM With the recent influx of different brands in today’s four wheel auto segment each striving to satisfy customer with the end results of maintaining loyalty, at present cars as such have become necessity but not a nicety. With this outlook of today’s market it is even a layman’s perceptive that Honda has stood against all odds this indicates that Honda, by itself reflects a satisfied customer. Keeping in mind curriculum requirement and organizational requirement the study has been conducted to find out customer satisfaction towards Honda Activa. However, due to time constraint an in depth study could not be undertaken.

OBJECTIVES OF STUDY The main objectives of the study are: 1. To find out the customer satisfaction level.

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3. NEED FOR THE STUDY The need for the study arises in order to create awareness amongst the customers and to determine the customer satisfaction. To know the customers opinion towards existing after sales service provided by the company. ANJUMAN INSTITUTE OF MANAGEMENT BHATKAL-581320 Page 6 . To various age groups. In order to retain the existing customers. To find the availability of finances schemes and mode of purchase through the various financial schemes. To find customer satisfaction level towards sales process. 5. 4. 4. 2. It helps to know that which publicity media gives maximum retention to the customers. To know the customer preferences towards Activa. The need for the study arises due to the following reasons: 1. To find out from which dealer the customer has purchased their product and the source of awareness about the dealership and the product. occupation. 3. product briefing and salesman effectiveness. 5.Customer satisfaction after sales & service provided by Honda activa 2. To find out the impact of showroom ambience. and household income of all the respondents. To measure the level of customers satisfaction towards silicon Honda. SCOPE OF THE STUDY 1. qualification. 6. To market brand loyally towards the product.

i.e. which has been required for the study by the research. such as manufacturing. It also helps in putting in possible improvements. and new strategies and offers the customers. It also puts a detailed insight into the different aspects of the company. Research Design It has been assumed that source of data are the foundation. METHODOLOGY Formulation of Hypothesis The hypothesis was formulated assuming that it would ensure a proper method for the study based on which relevant material can be collected. Sample Procedure Empirical field studies require collection of first hand information on data pertaining to the unit of study from the field. The study also helps the company to improve their standard of service & handle the competition in the near future. primary data. 3. based upon which the actual required information can be extracted. but every project has its own limitations. additions. The study could not be conducted on a large sample size and area because of time constraints. LIMITATION OF THE STUDY A good project report “sells” the result of the study. 1. production and finance etc.Customer satisfaction after sales & service provided by Honda activa 2. 4. This sampling plan is effective in getting the first hand information. marketing sales. This covers all the academic requirements ANJUMAN INSTITUTE OF MANAGEMENT BHATKAL-581320 Page 7 .

businessmen and professionals. CHAPTER-II Theoretical background Customer satisfaction Customer buying decision process Marketing ANJUMAN INSTITUTE OF MANAGEMENT BHATKAL-581320 Page 8 . And was to be done only in Gangavathi. The study is limited to the time constraint. officials. Some respondents did not answer correctly as they were short of time.Customer satisfaction after sales & service provided by Honda activa strictly maintaining organization standards. 5. servicemen. 4. The study is targeted to the population of students. 3. 2. The study is confined only to the Gangavathi confined limits. The number of sample size is 100 respondents. a sincere attempt has been made to collect information.

Customer satisfaction after sales & service provided by Honda activa Consumer behavior Sampling procedure THEROTICAL BACKGROUND CUSTOMER SATISFACTION Customer satisfaction suffices the customer. perceives and will have some expectations before making any purchase. Customer visualizes. If the product meets customer’s expectations then he is satisfied. Customer will be satisfied when the product meets the basic needs set and therefore utility of a product is nothing but consumer’s estimation of products over all capacity to satisfy his needs. Customer satisfaction is a function of perceived performances and expectations. ANJUMAN INSTITUTE OF MANAGEMENT BHATKAL-581320 Page 9 .

If performance of product does not satisfy perceived expectations. so there is less scope of switching to other brands. Post purchase satisfaction When the customer is satisfied or delighted he will be dazzled. the customer is dissatisfied. The customer’s satisfaction is a function of closeness between the buyer’s product expectation (E) and products perceived performance (P) Post purchase actions There is high probability of purchasing the product if the customer care satisfied. and psychological factors influence ANJUMAN INSTITUTE OF MANAGEMENT BHATKAL-581320 Page 10 . Marketer’s job is to understand buyer’s behavior and aim at satisfying customers. Marketers should take keen interest in handling customer’s dissatisfaction. where he develops dissonance. If the product matches the expectations of customer he is satisfied. Satisfaction can be used as gauge for measuring effectiveness of customer care of the organization. This increases the customer loyalty. The satisfied customers will have brand loyalty and strong affinity towards the product. Customers buying decision process Social factors.Customer satisfaction after sales & service provided by Honda activa Dissonance – reducing buying behavior The customer might experience post purchase dissonance by noticing disquieting features of product or by hearing favorable things about other product. personal factors.

Customer panel 3. goal and marketing tool for a company. Tools for tracking & measuring the attitude of the satisfied customers The alert companies set up systems to monitor the attitude of customers by monitoring changing levels of customer satisfaction before they affect sales it takes action. The main attitude tracking systems are: 1. analysis and responds to complaints and tries to correct problems by new ideas and should welcome complaints and try to correct problems by new ideas and should ANJUMAN INSTITUTE OF MANAGEMENT BHATKAL-581320 Page 11 . Ghost shopping 5. Customer surveys 4. The company should ignore competitions and concentrate on customers one-on-one that will drive competition crazy. This can be most potent competitive weapon. Lost customer analysis COMPLAINT AND SUGGESTIONS A customer-oriented company records.Customer satisfaction after sales & service provided by Honda activa SOCIAL Culture Sub cultural Cross-cultural Social class Reference groups Family PERSONAL Age Life style Occupation Economic Position PSYCHOLGICAL Motivation Perception Learning Personality Attitude BUYER Customers buying decision process. Customer satisfaction should be main objective. Complaint & suggestions system 2.

Follow the LIST method to handle complaints: L-ISTEN TO COMPLAINNING CUSTOMERS I-SOLATE CORE PROBLEM THROUGH QUESTIONS S-OLVE PROBLEM FROM KEEPING CUSTOMER INFORMED T-AKE FEEDBACK FROM CUSTOMERS TO MAKE SURE HE IS SATISFIED CUSTOMER PANELS Companies should run panels of customers who have to communicate periodically. restaurants and banks use this feedback method to track and measure customer satisfaction. Panels are more representatives of the range of customer attitudes. Panels would reveal kinds of people who responded to promotion. Many hotels. satisfied. neutral. very ANJUMAN INSTITUTE OF MANAGEMENT BHATKAL-581320 Page 12 . Complaint handling strengthens buyer-seller relationship by building trust. CUSTOMER SURVEYS It is conducted to learn how product has affected brand choice behavior. Companies periodically send questionnaires or make telephonic calls to a random sample to prospective customers to evaluate satisfaction level on 5 point scale (very dissatisfied.Customer satisfaction after sales & service provided by Honda activa help customers. what they thought of it and it is direct measure of satisfied customers. dissatisfied.

The ghost shoppers even pose certain problems to test whether the company’s sales personal handle the situation well. Company should reconfigure all planning processes towards customers. ANJUMAN INSTITUTE OF MANAGEMENT BHATKAL-581320 Page 13 . It is always more costly. Company can make customers happy by providing reliability. Management compare these ratings and can arrive at customer satisfaction level. Create corporate strategy aimed at customer value. pay less attention to competing brands. RETENTION OF CUSTOMERS Retaining a single customer is most important than attracting many new customers.Customer satisfaction after sales & service provided by Honda activa satisfied) and ask about quality of service and various other aspects. Marketer should be aware of profitable and non-profitable customers. responsiveness. measurement of customers repurchase intention or willing ness to recommend the product to others are also judged. The company should create an emotional bondage between themselves and customers. assurance. empathy and tangible materials. Direct all marketing efforts towards meeting customer needs. buys other product that company latter adds to its line. TAKE ACTION MEASURE CUSTOMER OPINION PLAN CORRECTIVE MEASURE ANALYSE AND INTERPRET INFORMATION MEASURES GHOST SHOPPING Customer oriented companies hire persons to pose as potential buyers to report their findings on strong and weak points they experienced in buying company and competitors product.

WILL BE SATISFIED AND BY CONTINUOUS TOTAL IMPROVEMENT PROCESS MAINTAINING WHAT IS MARKET? ANJUMAN INSTITUTE OF MANAGEMENT BHATKAL-581320 Page 14 . Therefore.  Proven method and procedures should be adopted and applied consistently. comfort and dependability.  Companies should have quest for quality and should meet standards.  Quality derivativeness should be compulsory. inurn quality increases cost effectiveness.Customer satisfaction after sales & service provided by Honda activa CUTOMERS QUALITY  Customers are judged of quality.  Companies should have quest to find innovative ideas and featured or attributes that will create excitement and desire and they should look beyond what the customer says.  Quality should be in hallmark of the company. satisfying customer’s requirements. Thus improves quality. safety.  Quality should be in every stage from planning to production. Company should promise highest standard of product quality. highest quality of products should be companies objective maintaining ‘zero defects’ or 100% quality.

Drucker “Marketing consists of all activities by which a company adapts itself to its environment” Ray Corey WHAT IS MARKETING? Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating. that is from customer point of view… business success is not determined by the producer but by the customer” Peter. It is the process of identifying a group of consumers with similar needs and producing a product that will meet those needs at a profit. MARKET SEGMENTATION The task of breaking the total market into segments that share common properties is market segmentation. It is the whole business seen from points the point of view of its final results. . CONSUMER BEHAVIOUR ANJUMAN INSTITUTE OF MANAGEMENT BHATKAL-581320 Page 15 .Customer satisfaction after sales & service provided by Honda activa Market consists of all the potential customers sharing a particular need or wants who might be willing and able to engage in exchange to satisfy that need or wants MARKETING “Marketing is so basic that it cannot be considered as a separate function. Market segmentation will facilitate the firm to identify and find out the additional benefit desired by the people to pay benefits and source where they would like to buy it.F. offering and exchanging products of value with others.

money. As marketers and future marketers. Marketers have also observed a change in the psychological behavior of the consumers. WHY WE STUDY CONSUMER BEHAVIOUR? There are various reasons as to why people study consumer behavior. when they buy it. Many early theories were based on the economic theory. where they buy it and how they buy it and how often they use it. ANJUMAN INSTITUTE OF MANAGEMENT BHATKAL-581320 Page 16 . using. The study of consumer behavior is the study of how the individuals make decisions to spend their available resources (time.Customer satisfaction after sales & service provided by Honda activa The term consumer behaviour refers to the behaviour that consumer’s display in searching for purchasing. we are able to understand consumer behavior. This new discipline borrowed heavily from the concept enveloping other scientific disciplines like psychology. As consumers. how we buy and the promotional influences that persuade us to buy. we benefit from insights in our own consumption related decisions: what we buy. why we buy. The study of consumer behavior enables us to become better and wiser consumers. Consumer behavior was a relatively new field of study in the mid to late 1960. then we can predict how consumers are likely to react to the various information. It includes the study of what they buy. There is an increasing awareness among the consumers to the changes taking place around them resulting in an urge to purchase various goods and services. In other words. evaluating and disposing of products and services that they expect will satisfy their needs. which help us to shape the marketing strategies accordingly to gain a competitive advantage in the market. sociology. on the notion that individual act rationally to maximize their benefits in the purchase of goods and services. there is a positive buying motive shown by the consumers. why they buy. effort) on consumption related items. etc.

3) A study of consumer behaviour helps in effective marketing management. Therefore a study of to analyze. ANJUMAN INSTITUTE OF MANAGEMENT BHATKAL-581320 Page 17 . This approach has come to known. CONSUMER BEHAVOIUR MAY BE DEFINED AS “The process whereby the individuals decide whether what. taste and preference and educational levels and therefore the marketers should identify the different consumer groups and develop products and services according to the needs of the consumers. DEFINATIONS OF CONSUMER BEHAVIOUR According to Walters & Paul “Consumer behaviour is the process whereby individuals decide what.” Consumers differ in the age.Customer satisfaction after sales & service provided by Honda activa The initial thrust to consumer research from a perspective here marketing managers wanted to know the specific causes of consumer behavior. as positivism and the people concerned with predicting consumer behavior are known as positivists. income. when. According to the consumer tastes and preference. 2) Only by studying consumer behaviour a businessman can solve the problems faced by the consumers. how and from whom to purchase goods and services”. when. monitor and understand the consumer behaviour is very essential. “Consumer may be defined as all the individuals and households that buy and acquire goods and services for personal consumption. how and from whom to purchase goods and services”. where. They regarded it as an applied marketing science: if they could predict consumer behavior they could influence. IMPORTANCE OF CONSUMER BEHAVIOUR 1) Consumer behaviour is dynamic and changes continuously.

mode of purchase etc. where the government keeps on changing.Customer satisfaction after sales & service provided by Honda activa 4) Product decision regarding price. satisfaction level. SOURCES OF DATA ANJUMAN INSTITUTE OF MANAGEMENT BHATKAL-581320 Page 18 . 6) Consumer behaviour study helps a marketer in exploiting new opportunities and meeting the challenges and requirements of an Indian consumer. This method has helped in obtaining data on factors such as attitude. Sampling is basically targeted to the consumers who own Honda Activa. Consumer behaviour can be said to be the melding of all those bodies of knowledge concerning with human behaviour-behavioral sciences. 5) In an Indian market where changes take place very often. SAMPLING PROCEDURE The sample size of collection of data is 100 respondents. by this method one can expect a reliable information. DATA COLLECTION METHOD The type of information required for the study was satisfactory level of the consumers who own Honda Activa. promotion and distribution can be taken after studying the consumer behaviour and how they react to the product. it is essential to study the expectations of the consumer based on the changes. which is referred to as quantitative research design method. Though the size of sample is small. So data is collected through ‘personal interview method’. who are chosen by simple random technique. it has highly reliable findings as it is targeted to right Honda Activa owners.

ANJUMAN INSTITUTE OF MANAGEMENT BHATKAL-581320 Page 19 .Customer satisfaction after sales & service provided by Honda activa It refers to method used to conduct research for Silicon Honda in this research all the data have been collected through “primary source of Data collection” method. for the study of “Honda Activa”.

Among these is the transportation for himself and the goods. ANJUMAN INSTITUTE OF MANAGEMENT BHATKAL-581320 Page 20 . The invention of wheel revolutionized the concept of transportation. Initially human beings and animals were used for drawing carts but the zest to faster and deliver large quantities in faster period resulted in constant improvement of wheel driven carts.Customer satisfaction after sales & service provided by Honda activa CHAPTER-III Industrial back ground of the study Growth of the industry Industry profile Motor cycle sweep stakes Origin of the organization Product profile INDUSTRIAL BACK GROUND OF THE STUDY Since time immemorial man has been trying to make things which would make life easier.

Not only it is recognized to be useful mode of transportation for a family it is also safe. the Scooters. Efficiency above expectations. a car on two wheels. Durability and services more reliable and pricing. INDIAN AUTOMOBILE MARKET: ANJUMAN INSTITUTE OF MANAGEMENT BHATKAL-581320 Page 21 .Customer satisfaction after sales & service provided by Honda activa In 1985 Gattlib Palmer and Kalt Benz invented the first petrol driven car. Thus resulted in the invention of Europe. Largely speaking three major categories of two wheeler started coming. So the manufacturers are all set to woo the customers with the styles that surprise. the Motorcycles and Mopeds. Since the 1980’s the market for personalized transport experienced a strident growth in the country. GROWTH OF THE INDUSTRY In India two wheelers have demonstrated the ever since they come to know been used in the country. From January 1994 the market especially for two wheelers has so grown to meet the demand of the customers of India. This was the beginning of the trend. The recent trend is for the scooterette. But with the passage of time the need for a fuelefficient light weight vehicle was felt. The two wheelers came to recognize as a family vehicle and have retained this character of date. which revolutionized the concept of personal transport. The production capacity has been consistently increased.

Bikes and scooterettes for every one has become a motto for automobile industry. fuel efficiency. For them economical and reasonable comfortable bike or scooter with less maintenance was the priority.4 million in financial year 2009-09. motorcycles and mopeds. The customer’s attitudes too changed with preference for looks. availability of spare parts. ANJUMAN INSTITUTE OF MANAGEMENT BHATKAL-581320 Page 22 . The two wheeler age revolutionized Indian automobile market. These segments as shown below constitute the domestic two wheeler sales of 3. Honda noticed this and their efforts paid dividends when Activa and Dio were launched. maintenance. The market now segregates high income and middle income from rich class of customers.Customer satisfaction after sales & service provided by Honda activa In India basically the people are composed of middle and lower income people. Consumer’s long list of preference was carefully kept in mind and a new era of market segmentation began. comfortable riding and good after sales service. Rich and high-income group of customers usually goes for: – Looks – Maintenance – Power The middle and low-income people goes for: – Fuel efficient – Power – Economical cost INDUSTRY PROFILE The Indian two wheelers industries can be broadly classified as scooters. low cost. Power engine.

Tata.57 not listed -41. Yamaha. TVS.160 3369.42. When we shift our attention to manufacturers of bikes in India such as Hero Honda. The table below gives an idea about the strides made by motor cycle segment in the last six years. Suzuki. Where the motor cycles have consistently gained market share from scooter and moped segment to corner a share of 41% of total two wheeler sales. and many others have swept away the automobile market with high quality 2 and 4 wheelers. This can be seen from the change in composition of two wheeler sales. Moped sales in southern region lead in three wheeler sales with a contribution of 42% and 35.8% of total three wheeler sales respectively.74 1820. In the terms of three wheeler vehicle population in Maharashtra State stands first with a population of 0. Yamaha.307 36. the domestic two wheeler industries have seen structural changes. This trend is expected to continue in the next two years till the four stroke scooters make their presence felt in this segment.33 6. Cr ) PROFIT (%) INDUSTRIAL BACKGROUND Indian automobile industry is full of big names such as Maruti. Cr) NET ( Rs. Hero Honda.98 not listed 633.74 246.88 3628. Kawasaki.29.71.Customer satisfaction after sales & service provided by Honda activa In the last six years.54.497 1.531 3.39 mn and Gujarat in the second place with 0.52 VOLUME SALES in ( Rs.29 7. MOTOR CYCLE SWEEP STAKES: MARGINS 2009-10 (assessment year ) Hero-Honda Bajaj auto TVS Yamaha LML nos.22 mn as on March 31st 2009.591 5.95 62. TVS-Suzuki. Bullet and many others ANJUMAN INSTITUTE OF MANAGEMENT BHATKAL-581320 Page 23 .44 not listed -6.89 3.87 249. 10.

. many multinational companies are collaborating with Indian companies to market share for their vehicles at international level. the Wings. It has revitalized the Indian scooter market after its launch in the year 2009. but also meet and exceed the expectations of Indian customers with outstanding after sales support. Honda's dream for India is to not only manufacture 2-wheelers of global quality. HONDA Honda is the world's largest manufacturer of 2-wheelers. Ltd. a wholly owned subsidiary of Honda Motor Company Ltd. These have been gained big status to their entity with liberalization opening gates of conservative Indian economy.Customer satisfaction after sales & service provided by Honda activa occupy pre-dominant positions in our eyes. ORIGIN OF THE ORGANIZATION Honda Activa is the first scooter model of HMSI for the Indian market. Its symbol. represents the company's unwavering dedication in achieving goals that are unique and above all. Japan. ANJUMAN INSTITUTE OF MANAGEMENT BHATKAL-581320 Page 24 . (HMSI). These wings are here to initiate a change and make a difference in the Indian 2-wheeler industry. Within the 1st year of its launch it has been awarded the 'Scooter of the Year' by Overdrive magazine and also the 'Readers Choice Award' for the best scooter by Auto India Magazine. conforming to international norms. These wings are now in India as Honda Motorcycle & Scooter India Pvt.

we Honda Motorcycle and Scooters India Pvt. The Honda Activa has been designed to cater people who believe: • The conventional Indian scooter is too big and difficult to handle • The scooterette is too small and similar to mopeds The Honda Activa is equipped with a number of new functions and mechanisms. By adopting environmental management system. As responsible members of society and industry. HMSI is committed to achieve. HMSI is moving towards realization of Honda's green factory concept. improve and conserve the environment in which we operate. in the following ways: • Conserving environment through preventing pollution at its source of generation and strengthening our existing pollution control system. Ltd. (HMSI). environmental excellence in all its industrial activities. We shall endeavor to continually monitor. It is designed to offer greater functionality. economy. Manesar manufacturer of two wheelers.Customer satisfaction after sales & service provided by Honda activa The Honda Activa has set a new standard for new era of scooters in India. recognize that well being of humans and conservation of earth's environment is important. It has been developed exclusively for the Indian market after closely examining the changing lifestyles. performance. wants and needs of the consumers. introduced for the first time in India. ANJUMAN INSTITUTE OF MANAGEMENT BHATKAL-581320 Page 25 . and ease of handling and maintenance to a wide cross-section of the Indian society.

the Wings. • Increasing environment awareness and competence amongst our employees and encourage vendors & dealers to adopt EMS. (HMSI). Its symbol.Customer satisfaction after sales & service provided by Honda activa • Promoting conservation of resources such as energy. These wings are now in India as Honda Motorcycle & Scooter India Pvt. Honda's dream for India is to not only ANJUMAN INSTITUTE OF MANAGEMENT BHATKAL-581320 Page 26 . represents the company's unwavering dedication in achieving goals that are unique and above all. Ltd. The Three Joys In line with Honda's Philosophy. These wings are here to initiate a change and make a difference in the Indian 2-wheeler industry. recycling and minimizing the waste generation. a wholly owned subsidiary of Honda Motor Company Ltd. HMSI will establish its environmental management system following PDCA cycle and continuously work to make it more effective. • Complying with all applicable legal/regulatory requirements and strive to go beyond wherever possible. Japan. HMSI conducts all its daily activities in pursuit of the following joys: The Joy of Buying The Joy of Selling The Joy of Manufacturing The joy of using world The joy of selling world The joy of class products class products producing high quality products Honda is the world's largest manufacturer of 2-wheelers. oil and grease and other raw materials. The policy will be well disseminated to our employees as well as to public at large. conforming to international norms.. water. • Regular monitoring and reviewing of environmental objectives and targets. by reusing.

With this aim in mind. President & CEO Manesar. Honda's R&D activities include product-specific development and research. Haruo Takiguchi. Haryana. 20th FIB. minimizing injury in the unlikely event of an accident and our Driving Safety Promotion operations.000 units per year components. District Gurgaon. based on preventing accidents. ADDRESSES: • Official Name • Established • Place • Capital •Representative •Factory Location •Production Capacity Racing Honda has always played an important role in motor sports. ANJUMAN INSTITUTE OF MANAGEMENT BHATKAL-581320 Page 27 . Ltd. India 200. Honda has made its mark in the 500cc class Motorcycle Racing World Championship and more. Technology Our fundamental design philosophy seeks to maximize space and comfort for people. Safety At Honda. believing it to be the springboard for technological advancement. but also meet and exceed the expectations of Indian customers with outstanding after sales support. while minimizing the space required for mechanical Honda Motorcycle & Scooter India Pvt. 300 Crore Mr. we use a three-prong approach.Customer satisfaction after sales & service provided by Honda activa manufacture 2-wheelers of global quality.MARCH 2010 New Delhi. so as to ultimately achieve maximum riding comfort for its customers. Honda's safety philosophy emphasizes the development of appropriate technologies for its products. India Rs.

PRODUCT PROFILE HONDA ACTIVA Technical Specifications Engine: Type Displacement Maximum Power Maximum Torque Transmission Ignition Electricals: Battery Headlamp Chassis: Frame Dimensions (l*b*h) Wheel Base Seat Height Ground Clearance Fuel Tank Capacity: Tank capacity 4-stroke. air cooled. It is actively pursuing the development of a 4-stroke engine in all 2-wheelers by 2009. single cylinder. 5 Ah 35 W High rigidity under bone type 1765*715*1130 mm 1235 mm 760 mm 145 mm 6 litres ANJUMAN INSTITUTE OF MANAGEMENT BHATKAL-581320 Page 28 . Environment Honda is unrivalled in making a conscious effort to lower the emissions of every one of its vehicles.Customer satisfaction after sales & service provided by Honda activa Honda was the first manufacturer in Japan and India to develop and apply the anti-lock brake system for the two wheelers. OHC 102 cc 7 Bhp at 7000 rpm 0.8 Kg-m at 5500 rpm V-matic Self and Kick 12 V. 2 and 4-wheelers.

It also helps to lower fuel consumption by lowering air resistance. Under Seat Box: Neatly hidden beneath the seat of the Honda Activa is space that can comfortably hold a helmet or any other thing you wish to put away. This seals the air leakage in case of a puncture to ensure that the rider enjoys a hassle-free ride.50-10. Tuffup Tube: The Tyres of the Honda Activa have double layered tubes with fluid in between. 130 mm dia 3. 4 PR 3. 4 PR Colors: ➢ Strand silver metallic ➢ Black ➢ Laser red ➢ Precious gold metallic ➢ Azure blue metallic Features: Aerodynamic Design: The Honda Activa has an aerodynamic body that helps cool the engine through smoother airflow.50-10. ANJUMAN INSTITUTE OF MANAGEMENT BHATKAL-581320 Page 29 . 130 mm dia Drum.Customer satisfaction after sales & service provided by Honda activa Brakes: Front Rear Tyre size: Front Rear Suspension: Front Rear Bottom link with spring loaded hydraulic damper Unit swing with spring loaded hydraulic damper Drum.

preferably big brawny Bullets! Ask me this question today and you will hear me coo a different tune. Being young in years most of my waking hours are spent trying to impress the ladies and the conservative. Honda now plays the style card with the Dio. But there still was that one little reservation I had against the Activa. But didn't someone say there always is light at the end of the tunnel and in this case the light ain't of an oncoming ANJUMAN INSTITUTE OF MANAGEMENT BHATKAL-581320 Page 30 . Which is why the Activa has been in Aspi's possession (he being of the married type) for all these months while I have been breaking my head over a succession of Bullets. HONDA DIO Honda has done it again! After wooing the masses with its brilliant but conservatively styled Activa. even boring. Multi-Reflector headlamp: Honda Activa has a powerful and very stylish multi-reflector headlamp that increases road visibility to make night driving a safe experience. This makes routine maintenance easier and faster. Come on. men ride motorcycles. And squashes the opposition in emphatic style. twist and go scooters? No? I would have yelled an emphatic 'no' if this question was posed to me a year ago. Do real men ride scooters? Those girly. Spoilt us it has. UN-geared. over a year of leisurely riding.Customer satisfaction after sales & service provided by Honda activa CLIC: The ‘Convenient Lift-up Independent Cover’ enables one to easily lift-up the Honda Activa’s body cover. electric-start. like the bonnet of a car. styling of the Activa ain't going to cut much ice. Maybe it's just me becoming old and boring but everyone in the office seems to concur with my view. And for that the Honda Activa has to be blamed. A pertinent question which I must ask.

more of which later. ANJUMAN INSTITUTE OF MANAGEMENT BHATKAL-581320 Page 31 . as we have come to expect from any Honda offering. a departure from the steelbodied Activa. Ergonomically the Dio is spot-on and quality of components and controls is top-notch. Honda wanted to play it safe with the Activa and hence it is steel-bodied.Customer satisfaction after sales & service provided by Honda activa train. but with the Dio. The Dio also has the CLIC cover that lifts up the Honda's body like a car bonnet allowing easy access to the engine for routine maintenance. we can emphatically state the Dio will remain bombproof. Developing plastic moulds is also much cheaper that steel. In terms of build quality. The handlebar-seat-footboard relationship has been optimized perfectly for riding comfort. the contemporary approach to panels has been adopted resulting in 12kg weight reduction. Rather it has 'Dio' splattered across its sides. The Dio is clad entirely in plastic panels.

Customer satisfaction after sales & service provided by Honda activa CHAPTER-IV Data Analysis & Interpretation ANJUMAN INSTITUTE OF MANAGEMENT BHATKAL-581320 Page 32 .

Graph 1: Age Group of the Respondents Table 2: Sex of the respondents Sex No of respondents ANJUMAN INSTITUTE OF MANAGEMENT BHATKAL-581320 Page 33 .Customer satisfaction after sales & service provided by Honda activa Table 1: Age Group of the Respondents Age 18-25 25-32 32-39 39 & above Observation No of respondents 39 18 11 32 Age is the very important factor in the purchase decisions of the customers. and 11 % respondents belong to the age group of 32-39. Out of the surveyed 100 respondents. 18 % respondents belong to the age group of 25-32 years. 32 % of them belong to 39 & Above. People of different age group prefer different types of two wheelers. 39 % respondents belong to the age group 18-25 years.

21 % or 21 respondents were doing service. Out of the surveyed 100 respondents.Customer satisfaction after sales & service provided by Honda activa Male Female Observation 76 24 Sex is also an important consideration for the marketers so as to know which of the sex prefer to buy their products. 6 % or 6 respondents were doing business. 39 % or 39 respondents were doing professional. People prefer to buy a two wheeler for the sake of their status and the kind of work they do. Graph 3: Occupation of the Respondents ANJUMAN INSTITUTE OF MANAGEMENT BHATKAL-581320 Page 34 . and 34 % or 34 respondents were student. Graph 2: Sex of the respondents Table 3: Occupation of the Respondents Occupation Student Service Business Professional Observation No of respondents 34 21 6 39 Occupation is very important factor or consideration in purchasing a two wheeler. This reveals that male users are more in number but there are also females who too use Activa. The above study shows that out of the surveyed 100 respondents of Honda Activa 76% of the users were male and the rest 24% of them were female.

19 % or 19 respondents belong to 15.000-15.000.000-15.000 10.000 15.000.000 & Above Observation No of respondents 7 47 19 27 Income is the important consideration in the purchase of a two wheeler.000 and Above.000-20.000-20. Depending on his income the person will go for the type of two wheeler.000 20. 7 % or 7 respondents belong to 5000-10. Out the surveyed 100 respondents.Customer satisfaction after sales & service provided by Honda activa Table 4: Monthly Income of the Respondents Monthly Income 5000-10. Graph 4: Monthly Income of the Respondents Table 5: Ownership status of the Activa Ownership status Self owned Company owned Company leased No of respondents 99 1 0 ANJUMAN INSTITUTE OF MANAGEMENT BHATKAL-581320 Page 35 . and rest 7 % or 7 respondents belong to 20. which he can afford for.000. 47 % or 47 respondents belong to 10.

as they would get a bike for the same cost. And 13% of the respondents told that they would not recommend Activa.Customer satisfaction after sales & service provided by Honda activa Observation The study shows that out of the 100 surveyed respondents 99% of them owning Activa were self-owned. Graph 5: Ownership status of the Activa Table 6: Recommendation of Activa to others Recommendation Yes No No of respondents 87 13 Observation The above study reveals that the 87% of the respondents would like to recommend Honda Activa to others. 1% was company owned and none of them were using company leased. Graph 6: Recommendation of Activa to others ANJUMAN INSTITUTE OF MANAGEMENT BHATKAL-581320 Page 36 . such as their friends and relatives.

16% told that it was average and 10% of them told that it was poor. Handling Ratings Excellent Good Average Poor Observation No of respondents 48 26 16 10 The study shows that the respondents ratings for Ride & Handling. 26% told that it was good. Handling Table 8: Ratings for Comfort Ratings Excellent Good Average Poor No of respondents 52 24 23 1 ANJUMAN INSTITUTE OF MANAGEMENT BHATKAL-581320 Page 37 .Customer satisfaction after sales & service provided by Honda activa Table 7: Ratings for Ride. Graph 7: Ratings for Ride. 48% of them told that it was excellent.

Ratings for Comfort Table 9: Ratings for Road Grip Ratings Excellent Good Average Poor Observation The study shows that the respondents ratings for Road Grip. 24% told that it was good. 17% of them told that it was excellent. Ratings for Road Grip No of respondents 17 21 37 25 Table 10: Ratings for Engine Performance ANJUMAN INSTITUTE OF MANAGEMENT BHATKAL-581320 Page 38 . 52% of them told that it was excellent.Customer satisfaction after sales & service provided by Honda activa Observation The study shows that the respondents ratings for Comfort. 21% told that it was good. 37% told that it was average and 25% of them told that it was poor. 23% told that it was average and 1% of them told that it was poor.

15% told that it was good. Ratings for Engine Performance CHAPTER-V Findings Suggestions Conclusion ANJUMAN INSTITUTE OF MANAGEMENT BHATKAL-581320 Page 39 . 31% told that it was average and 7% of them told that it was poor. 47% of them told that it was excellent.Customer satisfaction after sales & service provided by Honda activa Ratings Excellent Good Average Poor Observation No of respondents 47 15 31 7 The study shows that the respondents ratings for Engine Performance.

 Advertisements have popularized other dealers with friends of the customers with 42% of them indicating for it.Customer satisfaction after sales & service provided by Honda activa FINDINGS  Silicon Honda Pvt.  Delivery instruments are given properly by all the dealers. Ltd. Occupy prime position with 52% of sample size recommending the dealers for Honda Activa two wheelers. ANJUMAN INSTITUTE OF MANAGEMENT BHATKAL-581320 Page 40 .  27% of the sample size told that the service given by the Silicon Honda was excellent.  All the customers say that they prefer to service their vehicles at the authorized service centers only.

 29% of the customers say that they purchased Activa for its travelling comfort.  12% purchased Activa as they felt it was a trend for it.  76% of the customers were male and 24% of them were female.  To increase the mileage efficiency  To provide mobile servicing a should be able to reach the spot in case of any breakdown ANJUMAN INSTITUTE OF MANAGEMENT BHATKAL-581320 Page 41 .  26% told that Activa is a fuel efficient two wheeler.  34% of the customers were students and 39% of them were professionals. Base on the study following suggestions can be considered  Providing more techno-driven.  The customers got aware of Honda Activa largely through magazines and newspapers. which has helped in getting an overall view of customer satisfaction towards Honda Activa considering different criteria. sophisticated exteriors keeping track of present situation.Customer satisfaction after sales & service provided by Honda activa  33% of the customers told that they would purchase another Honda Activa in future for their family members or for their relatives.  22% told that Activa is easy to ride.  Indian market is full of middle class customers and most of the customers owning Activa belonged to middle class category.  99% of the customer’s ownership status of Activa is self-owned. SUGGESTIONS This study is aimed at analyzing customer satisfaction with sample of 100 members.

 To change shape or body design of Omni so as to increase road safety especially during swift turns. because they also have emotional and psychological needs when they purchase a car.  Gathering and processing data through electronic data processing system there by time spent on information evaluation feed back can be reduced.  To give more ads on to drive slowly and safely. the past and the future objectives and there by evaluate their performance.Customer satisfaction after sales & service provided by Honda activa  To bring down the cost of spares and to improve genuinely.  They should constantly provide adequate solutions for purchasing a product. ANJUMAN INSTITUTE OF MANAGEMENT BHATKAL-581320 Page 42 .  Sales executives should constantly review the present.  Final buyer relation: sales personnel who are in contact with final buyer should be courteous.  Customer care is best way to build long-term relation. friendly and competent in their jobs.  Building satisfaction: sales person should reassure the customer regarding decision taken by him while ordering product/service.

Provides a global quality system approach in the supply chain for subcontractor development and consistency. Incorporates lessee learned and best practices from global automotive industry 3.Customer satisfaction after sales & service provided by Honda activa CONCLUSION 1. waste and increased efficiency ANJUMAN INSTITUTE OF MANAGEMENT BHATKAL-581320 Page 43 . Provides additional confidence for global souring 4. Reduction in variation. 5. Improved product and process quality 2.

Provides a common language for worldwide quality system requirements ANNEXURE Questionnaires Bibliography ANJUMAN INSTITUTE OF MANAGEMENT BHATKAL-581320 Page 44 .Customer satisfaction after sales & service provided by Honda activa 6. Reduction in second party audits and elimination of multiple third party registration 7.

000 ANJUMAN INSTITUTE OF MANAGEMENT BHATKAL-581320 Page 45 .000 Business Professional 10.000-15.Customer satisfaction after sales & service provided by Honda activa QUESTIONNAIRE Name: Age: Sex: Address: ----------------------------------------------------------------------------------------------------------------Phone No: Email ID: Occupation: Student Service Monthly Income: 5000-10.

Age group of the respondents ○ 18-25 ○ 25-32 ○ 32-39 ○ 39 & above 3.000-20.000 & Above 5. If you were to recommend a scooter would you recommend anyone Honda Activa? Yes No 20. How do rate Honda Activa in terms of Basis Ride. sex of the respondents ○ Male ○ Female 4.Customer satisfaction after sales & service provided by Honda activa 15.00 SPECIFIC INFROMATION 1. What is the owner ship status of Honda Activa? Self owned Company owned Company leased 2. Handling Comfort Road grip Mileage Design Engine performance Speed Braking Pick-up Excellent Good Average Poor ANJUMAN INSTITUTE OF MANAGEMENT BHATKAL-581320 Page 46 .

Are you planning to buy another Activa in the near future? Yes Cash Company loan News papers Magazines Exhibition  Student  Service  Business  Professional 11. Where did you buy your scooter? Dealers Name: Silicon Honda Haiku Honda City Honda Planet Honda Friends Others 7. Where do you usually go for service? 11. What are the sources the create awareness? 12.Customer satisfaction after sales & service provided by Honda activa 6. Ratings for comfort  Excellent  Good No Finance schemes Others Television Show-room display Postal catalogue 10. Occupation of the respondents ANJUMAN INSTITUTE OF MANAGEMENT BHATKAL-581320 Page 47 . Reason for above dealers? Service performance facilities Advertisement Authorized selling dealer Other authorized service center Private shop 9. What mode of do you prefer? 8.

Customer satisfaction after sales & service provided by Honda activa  Average  Poor 11.ratings for engine performance  Excellent  Good  Average  Poor ANJUMAN INSTITUTE OF MANAGEMENT BHATKAL-581320 Page 48 . Ratings for road grip  Excellent  Good  Average  Poor 15.

News Papers: 1. 2. Times of India. Research Methodology By C.R. Magazines: 1. Auto India. 3.Kothari. 2. Web Sites: ANJUMAN INSTITUTE OF MANAGEMENT BHATKAL-581320 Page 49 . Principles of Marketing Management By Philip Kotler. Over drive.Customer satisfaction after sales & service provided by Honda activa BIBLIOGRAPHY Books: 1. 2. Auto World. Economic Times.

activa.com www.Customer satisfaction after sales & service provided by Honda activa www.com ANJUMAN INSTITUTE OF MANAGEMENT BHATKAL-581320 Page 50 .hondabick.honda2wheelersindia.com www.

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