A SYNOPSIS ON "A STUDY ON MEASURING CUSTOMER SATISFACTION ON HONDA CITY

"

Submitted To Dr.VIKRANT AGGARWAL Associate Professor

Submitted By NISHANT KUMAR SINGH Enrollment No. 11119301712

2012-2015 KASTURI RAM COLLEGE OF HIGHER EDUCATION (Affiliated to G.G.S.I.P. UNIVERSITY)

the researcher took the following decisions regarding i. As this would not only prevent the existing Honda customers from shifting to the other competitive brands but would also help in capturing new ones. which has fallen further to 4. the production of the four wheeler industry has increased from 9. This is because. 80. It had been able to capture only 5. The University of Michigan found that for every percentage increase in customer satisfaction there is an increase of 2. reporting a CAGR of 20%.000 units in 2007-08. Even the exports have increased immensely from 84. The main rational behind this survey report is that HSCI needs to retain the existing customers and attract new ones.37% in return on investment (Keiningham&Varvra. identifying the reasons for such satisfaction or dissatisfaction and recommending changes that would help the company in improving this level of satisfaction. The report also aims at evaluating the levels of customer satisfaction. when a customer perceives good service he typically tell nine to ten people. The situation is expected to get worse. Jaguar. This can be done only by satisfying the customers to the maximum possible extend. the auto industry in India has grown at an average rate of 17%. After deciding the industry.93% in the FY08 and with the launch of new cars such Nano. Currently the industry contributes nearly 5% of the GDP. By this report the researcher aims at developing a customer profile for the all new Honda City users.000 units in 2002-03 to 2. However. Over the last 5 years. despite the commendable growth of the auto sector.3 lakh units in 2002-03 to 23 lakh units in 2007-08. company and product for which the survey was to be conducted. and is expected to grow nearly five folds and account over 10% of India’s GDP. According to Griffin (1995). HSCI has not really been able to make a mark in the Indian market. The scope of the project & The objective to be attained from the project . Land Rover etc. improvement in customer retention by even a few percent can increase the profits by 25% or more.JUSTIFICATION OF THE PROBLEM After de-licensing in 1991.52% of the total market in FY07. 2001). ii.

A detailed study of the four wheeler industry in India. iv. Understanding and analyzing the level of satisfaction or dissatisfaction among the customers of the new Honda city & the reasons for the same. A brief study about functioning of Honda in India(i. ii. iii.SCOPE OF THE PROJECT i.HSCI). .e. Understanding the customer profile for the new Honda City.

ii.OBJECTIVES OF THE PROJECT i. To understand the detailed profile of the customers of the All New Honda City To evaluate the level of satisfaction or dissatisfaction among the customers of the new Honda city & the reasons for the same. . To suggest future prospects. iii.

Ltd. a SiddharthShriram Group company. In the same year. His dream was personal mobility for everyone.000 cars. Japan and Siel Limited. The company has a capacity of manufacturing 100. and make a significant contribution to the creation of a better society.COMPANY PROFILE Honda Siel Cars India Ltd. Soichiro's vision was international in character. As a result.. Soichiro Honda founded the Honda Motor Company in 1948. most of the products that Honda developed started out by making a difference. . further investment of RS. trusting each other as equal partners in order to do our best in every situation. The total investment made by the company in India till date is Rs. its first offering introduced in 1997. 1000 crore is planned and being currently invested for the coming second plant in Rajasthan. The Honda City. he designed and engineered the first product of this company . operates under the basic principles of "Respect for the Individual" and "The Three Joys" — commonly expressed as The Joy of Buying. Whether it was the CVCC engine in the sixties or the solar powered car of the nineties.. Ltd. His desire was to lead the world in technology. with a commitment to providing Honda’s latest passenger car models and technologies. to the Indian customers. they all sought to challenge and overcome conventional wisdom.. "Respect for the Individual" reflects our desire to respect the unique character and ability of each individual person. The Joy of Selling and The Joy of Creating.a 50 cc motorised bike on a bicycle frame in his small shed at Hamamatsu. The history of the Honda Motor Company began with the vision of one man . PRINCIPLES OF HONDA: Honda Motor Co. The success of City as well as all its other models has led HSCI to become the leading premium car manufacturer in India. 1620 crores. revolutionized the Indian passenger car market and has ever since been recognized as an engineering marvel in the Indian automobile industry.Soichiro Honda. (HSCI) was incorporated in December 1995 as a joint venture between Honda Motor Co.

These questions were presented with exactly the same wording and in the same order to all the respondents. Some of the more commonly used strategies are: i) written survey.RESEARCH METHODOLOGY There were several methodologies of research that the researcher could have utilized to collect information regarding customer satisfaction. iii) focus groups. which had definite. Therefore the researcher decided to use the written survey method.iv) in-depth interviews etc. This secondary data was collected from various websites. However factors such as information need. a. The purpose was to gather information as to who is a customer. sample to be used. using the questionnaire. . Magazines & broachers. Primary Data: The customer survey was based on the primary data which was collected by the researcher through one to one interaction with the customers. The questionnaire consisted of both closed ended&open ended questions. the information was collected from the customers using a research instrument called a Questionnaire(which was prepared by the researcher himself). resources. b. ii) telephone surveys. time etc. concrete and predetermined questions. accessibility to customers. the method of acquiring information from the customer needed to be both easy to use and understand. had to be considered prior to selection of a methodology. Data Source: The research makes use of both Primary & Secondary Data. what is customer satisfaction. information pertaining to four-wheelers market. This questionnaire was a structured questionnaire. Under this method. Secondary Data: use of secondary data was also made in the research. company profile & research papers on customer satisfaction. management books and articles. Research Method: For this particular study.

These places included: i) Company Dealerships & Service Centres (Ace Honda & Prime Honda).for the purpose of this report. These samples were chosen on the basisofsimple random sampling.iii)Shopping malls. was recorded in an excel sheet which was then converted into SPSS database for analysis procedure. This data has been displayed in the report using graphical presentations (pie-charts. Out of the entire target population the researcher decided to draw asample of 200 customers. through the questionnaire. Target Areas: In order to conduct the survey and meet the targeted audience the researcher visited various places. histograms etc. . bar diagrams. & Indian Oil Mayurvihar PH-I). Data processing: The data collected from the respondents.Target population & Sampling plan: The target population consisted of all the existing customers of the all new Honda City IVTEC and the research area was Delhi & NCR. (which included the Great Indian Mall & Centre Stage Mall).) and tabulations.ii) Petrol pumps (Kargil Fill up station Vasundhra encl.

com www. March 2009 Edition Autocar India. Overdrive Magazines. iv. Schiffman. .google. Glossary. iii. Websites www. v.org/ www. G-3 Marketing Management by Philip Kotler. iv. ii.icra.9th Edition. iii. 11th Edition.com  Journals & Magazines i. v. Pg. Pg-389 Consumer Behaviour by LeonG.academon.hclibrary. NorthcotrParkison.html www. glossary. iv. Chapter3. March 2009 Edition CRISIL journals Broachers by SIMA  Books i.REFERENCES  i. vi.hondacarindia. Pg.by C. iii. Pg-5 ii.287 Realities of management by John Marsh.com www. ii. Parker. Peter Druker: A critical commentary on his philosophy of management.fadaweb.com/lib. Chapter1.in/ www.70 Customer satisfaction by P.

Sign up to vote on this title
UsefulNot useful