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1.1 Introduction to the Topic of the Study

The prosperity of every business unit depends on the efficiency with which its
goods are marketing. Marketing occupies an important position in the organization of a
business unit. If the marketing functions are not fruitfully carried out, it will affect the
existence of an ultimate customer at all time. All activities which are involved in the
process of transferring floods from the place of its manufacture to the ultimate consumer
some under the purview of marketing.

A marketing strategy is a consistent appropriate and feasible set of principles
through which particular company hope to achieve it long-run customer and profit
objectives in a particular competitive environment.”

Nowadays it become necessary develop new marketing techniques in maintaining
the existing customers and in meeting the new ones. The most important changes is that
the present day market is that quality standards earliest determined by the marketer have
been now determined by the customer. Marketing begins with assessment of customer
concerns and end up with the evolution.

During the years of growing complexities the management needs more and more
information to reduce the uncertainties involved in introducing the new product. It is
related with needs , wants and demands , products ,value and satisfactions.

The automobile industry designs, develops, manufactures, markets, and sells motor
vehicles, and is one of the world's most important economic sectors by revenue. The
competitive nature of the automobile industry has prompted the companies to take up new
and innovative market strategies towards the competition. The automobile industry in
India has witnessed a rapid growth over the last couple of decades and in recent years it
has also captured the attention of the whole world with some innovative products. It


includes manufacturing of cars, two-wheelers like motorcycles, scooters, bikes, passenger
cars, trucks, tractors, defence vehicles and buses. The automobile industry can be widely
divided into car manufacturing, heavy vehicle manufacturing and two-wheeler

The study has been conducted to know the Customer Satisfaction level towards
Honda Two Wheelers With Special Reference to AM Wings Honda Palakkad. They want
to know the factors that lead to the preference of a particular brand by the customers. This
study will be useful for the organization to understand the reasons for the preference of the
Honda bike.

Customer Satisfaction

The modern marketing concept is customer oriented backed by integrated marketing
aimed at generating customer satisfaction as the key to satisfying organizational.



It is no longer enough to satisfy customers. You must delight them Satisfaction is a
person feeling of pleasure or disappointment resulting from comparing the products to
comparing product received performance is or (outcome) in relation to his or her

As this definition makes clear satisfaction is a function of received performance
and expectations. With the performance falls sharp expectation, the customer is
dissatisfied. If the performance matches the expectations the customer is satisfied. With the
performance exceeds expectations, the customer is highly satisfied or delighted Mini
companies are for high satisfaction because customers who are just satisfied still find it
easy to switch when a better offer comes along. Those who are highly satisfied are much
less ready to switch

High satisfaction is delight creates an emotional brand with the brand. Not a just
rational performance the result is high customer loyalty Xeroxes senior managers believes
that a very satisfied or delighted customer is worth tent times as much to the company as a


satisfied customer .a very satisfied customer very satisfied is likely to stay with Xerox
many more years and buy more than a satisfied customers



Automobile Industry Profile

The automobile industry designs, develops, manufactures, markets, and
sells motor vehicles, and is one of the world's most important economic sectors by
revenue. The term automotive industry usually does not include industries dedicated
to automobiles after delivery to the customer, such as repair shops and motor fuel
filling stations.

Consumption trends

About 250 million vehicles are in use in the United States. Around the
world, there were about 806 million cars and light trucks on the road in 2007,
consuming over 260 billion gallons of gasoline and diesel fuel yearly. In the opinion
of some, urban transport systems based around the car have proved unsustainable,
consuming excessive energy, affecting the health of populations, and delivering a
declining level of service despite increasing investments. Many of these negative
impacts fall disproportionately on those social groups who are also least likely to
own and drive cars. The sustainable transport movement focuses on solutions to
these problems.

The Detroit branch of Boston Consulting Group predicts that, by 2014,
one-third of world demand will be in the four BRIC markets (Brazil, Russia, India
and China). Other potentially powerful automotive markets are Iran and Indonesia.


Automobile industry in India

The Automobile industry in India is one of the largest in the world and
one of the fastest growing globally. India manufactures over 17.5 million vehicles
(including 2 wheeled and 4 wheeled) and exports about 2.33 million every year. It is
the world's second largest manufacturer of motorcycles, with annual sales exceeding
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. According to recent reports, India is set to overtake Brazil
to become the sixth largest passenger vehicle producer in the world, growing 16-18
per cent to sell around three million units in the course of 2011-12 In 2009, India
emerged as Asia's fourth largest exporter of passenger cars, behind Japan, South
Korea, and Thailand.

As of 2010, India is home to 40 million passenger vehicles and more
than 3.7 million automotive vehicles were produced in India in 2010 (an increase of
33.9%), making the country the second fastest growing automobile market in the
world. According to the Society of Indian Automobile Manufacturers, annual car
sales are projected to increase up to 5 million vehicles by 2015 and more than 9
million by 2020. By 2050, the country is expected to top the world in car volumes
with approximately 611 million vehicles on the nation's roads.

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.

The supply chain of this industry in India is very similar to the supply chain of
the automotive industry in Europe and America. This may present its own set of
opportunities and threats. The orders of the industry arise from the bottom of the supply
chain i. e., from the consumers and go through the automakers and climbs up until the


third tier suppliers. However the products, as channelled in every traditional automotive
industry, flow from the top of the supply chain to reach the consumers. Interestingly, the
level of trade exports in this sector in India has been medium and imports have been
low. However, this is rapidly changing and both exports and imports are increasing. The
demand determinants of the industry are factors like affordability, product innovation,
infrastructure and price of fuel. Also, the basis of competition in the sector is high and
increasing, and its life cycle stage is growth. With a rapidly growing middle class, all
the advantages of this sector in India are yet to be leveraged.

a new journey in 1991 with de-licensing of the sector and subsequent opening up for
100% foreign direct investment (FDI). Since then almost all global majors have set up
their facilities in Indian taking the level of production from 2 million in 1991 to over 10
million in recent years. The exports in automotive sector have grown on an average
compound annual growth rate of 30% per year for the last seven years. The export
earnings from this sector are over USD 6 billion.

Even with this rapid growth, the Indian automotive industry’s contribution in global
terms is very low. This is evident from the fact that even thought passenger and
commercial vehicles have crossed the production figures of 2.3 million in the year
2008, yet India’s share is about 3.28% of world production of 70.53 million passenger
and commercial vehicles. India’s automotive exports constitute only about 0.3% of
global automotive trade.


Automobile is one of the largest industries in global market. Being the leader in
product and process technologies in the manufacturing sector, it has been recognized as
one of the drivers of economic growth. During the last decade, well directed efforts have
been made to provide a new look to the automobile policy for realizing the sector's full
potential for the economy. Steps like abolition of licensing, removal of quantitative
restrictions and initiatives to bring the policy framework in consonance with WTO
requirements have set the industry in a progressive track. Removal of the restrictive
environment has helped restructuring, and enabled industry to absorb new technologies,
aligning itself with the global development and also to realize its potential in the country.
The liberalization policies have led to continuous increase in competition which has


In the last few years.  LML INDIA LTD.  SUZUKI MOTOR CORPORATION  TVS MOTOR CO. INDIA is the second largest producer of two-wheelers in the world.  MONTO MOTORS  ROYAL ENFIELD MOTORS INDIA LTD. especially from the population in the middle income group.  HMSIL  HERO ELECTRIC  KINETIC MOTOR CO.  YAMAHA MOTOR INDIA PVT.  HERO MOTOCOP LTD. Large varieties of two wheelers are available in the market. Kawasaki Ninja. Bajaj Pulsar and Honda Unicorn. Hero Honda Karizma. the Indian two-wheeler industry has seen spectacular growth. few Indian bike enthusiasts prefer high performance imported bikes.LTD. LTD.ultimately resulted in modernization in line with the global standards as well as in substantial cut in prices. Bikes are considered to be the favorite among the youth generation. known for their latest technology and enhanced mileage. scooters and mopeds represent style and class for both men and women in India. These super bikes are specially designed for those who have a zeal for speedy drive. Indian bikes. FAMOUS INDIAN TWO WHEELER DEALERS  BAJAJ AUTO LTD. Aggressive marketing by the auto finance companies have also played a significant role in boosting automobile demand. Majority of Indians. as they help in easy commutation. Capturing a large share in the two-wheeler industry. Suzuki Zeus. The country stands next to China and Japan in terms of production and sales respectively. especially the youngsters prefer motorbikes rather than cars. Some of the most popular high-speed bikes are Suzuki Hayabusa.  MAHINDRA 2 WHEELERS LTD. 6 . However. bikes and scooters cover a major segment.

The company initially ventured into scooters as its joint venture agreement with the Hero Group precluded its entry into the motorcycle segment for five years. Honda is the world's largest manufacturer of two wheelers. In December 2002. 1. The company set benchmarks in the Indian scooter industry with the launch of its gearless scooter Honda Activa.2. Headquarters of the company are located at Gurgaon in Haryana state of India. Set up in 1999. Japan. ABOUT THE COMPANY Honda Motorcycle & Scooter India Pvt.2 COMPANY PROFILE HONDA MOTORCYCLES & SCOOTERS INDIA LTD Honda Motorcycle & Scooter India Pvt. The foundation stone for the Honda factory was laid on December 14. launched after it. after Hero Honda. was a slightly upgraded and trendier version of Activa. Honda Dio. it was the fourth Honda automotive venture in India. Kinetic Honda Motor Ltd and Honda Siel Cars India Limited. Honda Eterno was another addition to the repertoire of Honda scooters. HMSI got ISO 14001 certification. Ltd (HMSI) is a fully owned subsidiary of Honda Motor Company Limited. First bike 7 . Ltd was founded on August 20. 1999 and the factory was completed in January 2001. 1999 at Manesar near Gurgaon in Haryana.

The branches are structured like Head Office. Its initial production capacity was 100.215 crores and has now grown to 800 crores. It identifies the scope of the company’s operations. PDI. which has now been upgraded to 6.000 scooters. Branches of AM Honda  AM WINGS HONDA palakkad  AM HONDA Tirur  AM HONDA Angadippuram  AM HONDA Kondotty  AM HONDA Manjeri INFRASTRUCTURE The Head Office is functioning at 2 floored owned building.00.As the business grew the establishment also developed.000 per annum. It is designed to work together for a common aim for the successful performance of the organization not only in the short run but also for a long run.Jamsheed KM is the CEO of the firm . The Managing Partner. The bike production capacity is 10. It has separate sections for servicing. It was established in the year -2004 at Angadipuuram near Perinthalmanna as a partnership firm. Mr.000 scooters per year. Initial investment behind the factory was Rs.launched by HMSI was Honda Unicorn. Its spacious area for the exclusive display of new bikes itself attracts customers and it will give a new buying experience to the customers. About AM MOBIKES AM Honda. MISSION The mission differs from organization to organization. Service section has the capacity of servicing more then -50 vehicles per day. one of the unit of AM Mobikes is an authorized dealer of Honda Motorcycles & Scooters in Malappuram and palakkad Dt.00. 8 . It was followed by Honda Shine. showroom etc. HMSI factory at Manesar is built on 52 acres of land. All the products launched by HMSI were runaway hits in the market.

market & technological areas of thrust and reflects the values and priorities of its strategic decision makers. HMSI will establish its environmental management system following PDCA cycle and continuously work to make it more effective. HMSI got ISO 14001 certification in Dec. 9 . which is committed to achieve. and will continue its environmental conservation activities. The policy will be well disseminated to our employees as well as to the public at large.  To be law abiding and comply with all statutory requirements  To protect the right of the customers  To be a front runner in providing match less services.” ORGANISATIONAL OBJECTIVES  To be dynamic and growth oriented  To create a distinguished climate within the organization  To protect the environment. meeting the high goals that it has set independently.  To create good employment opportunity  To protect the right of employees. but the satisfied customer which we believe that the best advertisement than everything. their success is their team work and loyalty to the customers. KEY POLICIES HMSI ENVIRONMENTAL POLICY Honda has always wanted to pass on the beautiful natural environment to the next generation. The mission is clearly defined by them as follows. 2002.describes company’s products. According to the Management officials of AM group. “Our mission is not just the art of selling vehicles. They are always trying to give 100% satisfaction to the customers.

by reusing. On the other hand. environment friendly 50cc scooter that is highly fuel- efficient”. HMSI too is actively working towards establishing an environment management system.  Conserving environment through preventing pollution at its source of generation and strengthening our existing pollution control system. We are the first company in Japan to meet the most recent exhaust emission regulations. To reduce the environmental burden of four-stroke engines. we are striving towards developing zero-emission in all our vehicles. 10 . by implementing its concept of the "Green Factory".  Promoting conservation of resources such as energy. Honda's production facilities across the world also actively pursue energy-efficient methods and prevent water pollution by reducing industrial waste.F1) (PGM-F1) system. we have developed a unique exhaust air injection system and a programmed fuel injection (PGM. Other Environmental activities of Honda Motorcycle & Scooters India Pvt Ltd (HMSI) are described below:  Developing Green Vehicles “At Honda. oil and grease and other raw materials. the Giorno Crea. which is currently in use in the HONDA VFR motorcycle. recycling and minimizing the waste generation.  Complying with all applicable legal/regulatory requirements and strive to go beyond wherever possible. water. Eco-Friendly Factory.  Regular monitoring and reviewing of environmental objectives and targets. is a new generation.  Increasing environment awareness and competence amongst our employees and encourage vendors & dealers to adopt EMS. Honda has taken aggressive initiatives to reduce the environmental impact of its manufacturing operations.

Honda is actively involved with driving education across the world for promoting traffic safety. They firmly believe that the realization of a comfortable and an enjoyable mobile society depends on the mutual trust that automobile manufacturers like them. compact. computer driven machine that puts riders in real life road traffic situations through a wide variety of options.The "Green Dealer Concept" Started by Honda is a step further in the direction of conservation of the environment. so as to ultimately achieve maximum riding comfort for its customers. offering the user a safe way to experience hazardous situations. share with the consumers and society. users can repeatedly play back and view from various angles the dangers concealed in road traffic and the processes leading to accidents and hazardous situations. minimizing injury in the unlikely event of an accident and their Driving Safety Promotion operations. Honda Training Program The Honda Riding Trainer is a state-of-the-art. The Riding Trainer can reproduce various traffic situations that occur on roads. SAFTEY POLICY Enhancing safety on the roads is one of Honda's top priorities. The "Green Dealer Concept" would not only help in proper and efficient use of resources such as water. Educating the world. paper etc. Further. by constantly monitoring and improving the existing systems thus doing lots of cost cutting but also reducing the polluting activities to minimum. Honda's safety philosophy emphasizes the development of appropriate technologies for its products. they use a three prong approach. confirming them with their own eyes. At Honda. based on preventing accidents from happening in the first place. electricity. Honda was the first manufacturer in Japan to develop and apply the anti-lock brake system. The Trainer therefore allows users to deepen their understanding of safety and functions as an effective training tool for hazard prediction for all riders from beginners to advanced 11 . Increasing environment awareness amongst the employees and the general public is also feature of this unique concept.

The motorcycle is sold in five variants in India.2. including recently introduced REPSOL edition. This engine is mated to a 6-speed gearbox with 1 down and 5 up as its gear shift pattern. HONDA CBR 150R Honda has gone very aggressive in the Indian 2-wheeler market. The fully-faired onda CBR 250R gets an integrated sporty cowl that adds some style and enhances its aerodynamic design. The motorcycle gets telescopic at the front and 5-step-adjustable mono shock absorber at the rear whiHch makes the rides very comfortable. It also gives beginners a chance to practice clutching and other motorcycle operations before riding an actual motorcycle. the VFR 1200 and looks very neat and impressive. It gets 13 litres fuel tank capacity which is quite decent for a 250cc motorcycle and has a kerb weight of 167 kg.riders. 1. The CBR 250R is sold in two variants in India – non-ABS and ABS. It is one of the most affordable 250cc motorcycles in India and is applauded for comfortable riding position that would suit most conditions from city traffics to touring. Till date we have 125 Riding Trainer across India. pricing it very aggressively in the performance motorcycle segment.9Nm at 7000rpm.3 PRODUCTS PROFILE HONDA CBR 250R Honda CBR250R was launched in India to cater to growing demand in the entry- level performance segment. It is inspired from its big daddy. The Japanese automaker was quick in bringing in the new Honda CBR250R to India. The company showcased a range of 12 . Both the variants get 296mm disc in the front and 220mm disc at the rear. The Honda CBR 250R is powered by a 249cc single cylinder liquid cooled fuel injected engine that churns out 26bhp at 8500rpm and 22.

12bhp at 7500 rpm and 10. along with 18-inch wheels. which extend to the tank. while the CBR1000RR inspired fairing adorns graphics. Styling – The Honda CBR150R looks very similar to its elder sibling. The motorcycle gets a lightweight advanced diamond frame and is powered by 124cc single cylinder air-cooled engine. 80/100 tubeless tyres for both the front and the rear are standard on this bike.54Nm at 5500 rpm and is mated to a four speed gearbox with all back (N-1-2-3-4) shift patterns. The engine churns out 10. The CB Shine gets spring loaded hydraulic suspension at both the front and rear. A 3D Honda emblem on the fuel tank gives it a distinct class and style. The VFR1200 inspired Y-shaped headlight has black surrounds around the twin pilot lights. as the front mudguard hits it when you go over potholed roads. The Shine caters to a segment of buyers who are ok with understated looks but expect respectable performance and efficiency. Honda has also given the CBR150R very different colors. The CBR150R is an entry level sports bike and Honda believes it is a ‘true racing sensation’. The front tyres are 100/80-17 and the rear tyres are 130/70-17.products at the 2012 Auto Expo. The shorter wheelbase gives it a very sporty stance. which are smaller than the ones found on the CBR250R. The CB Shine gets some nice graphics that can be seen running all over the fuel tank. These minor changes differentiate it from its elder sibling. Even the tail light of the Honda CBR150R is the same as the Honda CBR250R. This coupled with Honda’s refinement and reliability makes the Shine a solid all round package. The colors are the only difference between Standard and Deluxe variants of the bike. However look closely and you will realize the Honda CBR150R is a more compact motorcycle. In fact the only difference between the 150R and 250R is the slightly shorter yet differently shaped exhaust and black colored alloy wheels in the 150R. These colors have a dual paint scheme. The CB 13 . which is a non-LED unit. The styling is quite appealing and the bike looks quite big for a 150cc machine. which are not available on the CBR250R. giving the baby CBR a very youthful appearance. one of which was theHonda CBR150R. HONDA SHINE The CB Shine is a 125cc commuter motorcycle developed by Honda for the mass market segment. We take it for a quick spin to find out if it really has the CBR DNA in it. the CBR250R. The number plate mounting is not at a good position.

The company recently updated the motorcycle with a 2013 variant which features the Honda Eco Technology (HET). HONDA DREAM YUGA Honda launched the Dream Yuga motorcycle in 2012. The Honda Dream Yuga is powered by 109cc single cylinder air-cooled engine which churns out 8. The motorcycle has telescopic suspension in the front and 5 step spring loaded suspension at the rear and features 8 litre fuel tank. the Japanese manufacturer forayed into the volume segment where most of the manufacturers are trying to gain as much market share as they can. Monsoon Grey Metallic. Alpha Red Metallic and Black. With its launch. 14 . Geny Grey Metallic. With a claimed fuel efficiency of 72kmpl. Rebel Red Metallic and Monsoon Grey Metallic. It is available in three different variants – Self-Disc-Alloy. Black. front and rear The Honda Dream Yuga is available in three variants in India – Self start-drum-alloy. The Dream Yuga was inspired from the CB Twister and the CB Shine motorcycles and is extremely reliable (like most of the Honda engines) and is known for its low cost of ownership. The Dream Yuga has a very nice ergonomics making the rider easy to ride in traffic. The bikini front fairing and the graphics on the exterior makes the motorcycle look attractive. The Honda CB Shine is sold in five colours – Force Silver Metallic. Its sold in India in five colours – Maple Brown Metallic. the motorcycle can travel for approximately 576kms on a single tank. The CB Shine has a kerb weight of 120kg which is pretty decent for a 125cc motorcycle.63Nm of torque. It gets 18 inch allows wheels and tubeless tyres at both.25bhp at 7500rpm and 8. The motorcycle is little bulky unlike the CB Twister to give it big motorcycle feeling.Shine gets 240mm front disc and 130mm rear drum that provide decent traction under braking. Force Silver Metallic. Kick-Drum-Spoke and Self-Drum-Alloy. The engine is mated to four-speed constant mesh gearbox which has all-up gearshift pattern. Kick start-drum-spoke and Kick Start-drum-alloy.

The engine is mated to a four speed gearbox with 1-down and 3-up as is gear shift pattern. The CB Twister has 8 litres of fuel tank capacity and has a kerb weight of 108kg. digital speedo with analogue tachometer. The CB Twister gets sporty headlamp. It carries a similar design as the original bike but now in a sportier avatar. The motorcycle has a fresh and sporty design which makes the motorcycle look young and stylish. The Japanese manufacturer wanted to give a stylish entry level scooter to this mass market segment with the CB Twister. button star alloy wheels and a digital fuel gauge. screen less front cowl and curvy fuel tank that help this machine look aggressive. The CB Twister has telescopic suspension in the front and spring loaded hydraulic shock absorber at the rear. it is now currently in its fourth avatar as the CB Unicorn. The segment at which the CB Twister is placed in attracts the maximum number of sales and volumes.97Nm at 6000rpm. HONDA TWISTER Honda CB Twister was launched in 2010 keeping in growing entry level motorcycle segment in mind. mono shock rear suspension. The Honda CB Twister is powered by a 109cc air cooled single cylinder engine that generates 9bhp at 8000rpm and 8. . On sale in the Indian market since 2005. 15 . Standard features on the CB Unicorn include a front disc brake. The Honda CB Unicorn competes with the Bajaj Pulsar 150. It employs a chain drive that has been connected to a five-speed sequential transmission.HONDA UNICORN The Honda CB Unicorn is the Japanese automaker’s mid-weight 150cc champion. The bike is powered by a 149cc air cooled engine that produces 13bhp and 12Nm of torque. Hero Hunk and the Yamaha SZ-S in the 150cc commuter segment. It gets 17 inch allow wheels and tubeless tyres at the front and the rear.

The scooter sport the combi-brake system (CBS) with which both front and rear brakes are 16 . Electric Yellow Metallic. HONDA DIO The Honda Dio has been developed keeping in young consumers of India in mind.The CB Twister is sold in three variants in India. The Honda Activa competes with the Hero Maestro and the TVS Wego. drum brakes with kick start. Four colour options are available for this motorcycle – Heavy Grey Metallic. It was launched in 2000 and since then it has gone through few improvements with latest being the Honda Eco Technology which helps the scooter deliver fuel efficiency of 60kmpl The scooter is powered by 109cc air-cooled engine that develops 8bhp at 7500rpm and 8.74Nm at 5500rpm. The Activa is a value for money scooter to buy but the problem comes during the delivery of the scooter as most of the time. The Dio that has a young design is very dynamic and unisex in nature. drum brakes with electric start and front disc brake with electric start.77Nm at 5500rpm. It is powered by a 109cc air-cooled single cylinder that churns out 8bhp at 7000rpm and 8. HONDA ACTIVA The Honda Activa is the highest selling scooter from the Japanese auto maker and has been a leader in its segment since a long time. Sports Red and Black. The Dio gets the Honda Eco Technology (HET) that helps the scooter deliver fuel efficiency of 60kmpl. The Japanese manufacturer has placed this scooter below the Aviator and the Activa in order to reach wide range of consumers. there is a long waiting period.

The scooter gets the V-Matic transmission and can be started using kick start as well as self-start option.000kms. The Aviator is sold in two variants in India. STD and DLX. whereas for the DLX variant gets a front disc with Combined Braking System (CBS). The only difference between the two is that the STD version gets drum brakes. both at the front and the rear whereas for the DLX variant. It has 18-litres of storage space under the seat and is equipped with zero-maintenance battery and a viscous air filter that requires replacement only after 16. With the recently updated Honda Eco Technology (HET) the scooter has company claimed efficiency of 60kmpl. 17 . The Aviator with its tallish look and ‘Live your style’ slogan targets is mainly targeted towards male riders. The 109cc single cylinder air-cooled engine churns out 8bhp at 7000rpm and maximum torque at 8. STD and DLX. The Aviator is sold in two variants in India.77Nm at 5500rpm. the Aviators gets the same engine that powers the Dio and the Activa. HONDA AVIATOR Honda Aviator is the third scooter that Japanese maker offers in India after the Activa and the Dio. The only difference between the two are that the STD version gets drum brakes. Sitting at the top of current Honda scooters line-up in India. the scooter gets a front disc with Combined Braking System (CBS) which is a good safety feature to have.applied when the rear brake lever is pressed.

(1992). 1991) The service management literature argues that customer satisfaction is the result of a customer’s perception of the value received in a transaction or relationship . Heskett et al. Proponents of this theory include researchers such as Anderson and Fornell (1994). (1994). MAIN THEME OF THE PROJECT 2. and profitability can be divided into two groups. Rust. et al. Gummesson (1993).(1990). Storbacka et al. Heskett et al. These researchers discuss the links between satisfaction. (1994). Reicheld and Sasser (1990). (1995).1 Need for the Project The researcher aims at finding ways of improving customer satisfaction of AM wings Honda.2 Review of Literature The literature pertaining to relationships among customer satisfaction. service management literature. (1990). who demonstrated the relationship of customer satisfaction to profitability among hospitals. loyalty. in particular Roth and van der Velde (1990. and profitability. and Rust and Zahorik (1991). and Zeithaml et al. 2. The first. Statistically-driven examination of these links has been initiated by Nelson et al. who examine the relationship of customer satisfaction to customer retention in retail banking. which in turn affects profitability. Schneider and Bowen (1995). The Bank Administration Institute has also explored these ideas. In this case the actual vehicles are very much aware of AM wings Honda and other dealers of Honda two wheelers in the market therefore the firm which want to improve its performance to make the customer satisfaction 2.where value equals perceived service quality relative to price and customer acquisition costs (see 18 . customer loyalty. proposes that customer satisfaction influences customer loyalty.

lower customer-price sensitivity. loyalty (such as intent to repurchase). or organization (see Fornier. The first defines loyalty as an attitude.relative to the value expected from transactions or relationships with competing vendors (Zeithaml et al. to include behavioural loyalty in the conceptualization of customer loyalty that has been linked to customer satisfaction. “Many studies found that customer satisfaction influences purchase intentions as well as post-purchase attitude” (p. in one or more of the forms noted above. The second definition of loyalty is behavioural. Examples of loyalty behaviour include continuing to purchase services from the same supplier. Yi’s “Critical review of customer satisfaction” (1990) concludes. 1973). Heskett et al. 1994). service.. and second. and decreased costs to serve customers familiar with a firm’s service delivery system (see Reicheld and Sesser. 1994) is 19 . including relationship continuance. Loyalty. 1994. The relatively small quantity of empirical research performed on these relationships to date (Storbacka et al.Blanchard and Galloway. These feelings define the individual’s (purely cognitive) degree of loyalty. 1990) .. rather than attitudinal. customer loyalty. creates increased profit through enhanced revenues. increasing the scale and or scope of a relationship. This study examines behavioural. 1990). increased scale or scope of relationship. 104). This approach is intended. The marketing literature suggests that customer loyalty can be defined in two distinct ways (Jacoby and Kyner. Both the service management and the marketing literatures suggest that there is a strong theoretical underpinning for an empirical exploration of the linkages among customer satisfaction. and recommendation (word of mouth advertising) result from customers’ beliefs that the quantity of value received from one supplier is greater than that available from other suppliers. reduced costs to acquire customers. It discusses the impact of customer satisfaction on customer loyalty. The behavioural view of loyalty is similar to loyalty as defined in the service management literature. first. 1990). The second relevant literature is found in the marketing domain. Different feelings create an individual’s overall attachment to a product. or the act of recommendation (Yi. 1990). Loyalty behaviours.. and profitability. to make the demonstrated satisfaction/loyalty relationship immediately accessible to managers interested in customer behaviours linked to firm performance.

SAMPLE SIZE This refers to number of items to be selected from universe to constitute a sample.probably the result of the paucity of organizations’ measuring “soft” issues. 2. SAMPLING TECHNIQUE 20 .4 RESEARCH METHODOLOGY Research methodology is a systematical way to solve the research problem. In this research sample size consist of 250 customers.3 OBJECTIVES OF THE STUDY 1)To find out the customers satisfaction of Honda two wheelers 2) To find out the factors that influence on customers.1 RESEARCH DESIGN The project is based on descriptive research design. 2.42 SAMPLE DESIGN Sample Unit : The population involved in this project is the customers from the palakkad district. 2. when they purchasing Honda 3) To find out the expectation of the customers 4) To help service provider of Honda to find out the satisfaction of customers with respect to after sales service provided by AM Wings Honda 2. In this we studied various steps that are generally adopted by a researcher in studying his research problem along with the logic behind them. as customer satisfaction in meaningful ways.4.

3 DATA COLLECTION METHOD Both primary and secondary data has been used to satisfy the objectives of the study. industry profile etc has been collected from the by laws of organization.4.4. PRIMARY DATA The study is mainly based on primary data collected through a personal interviews from the existing respondents own Honda two wheeler. The answers for questions asked in the questionnaire were tabulated and analyzed using simple percentage Weighted average analysis Another tool used in this study is weighted average method for analyzing the rating and ranking scales. SECONDARY DATA The data regarding company profile. 2. percentage was calculated by taking the number of respondents for a particular parameter against the total number of respondents. It is know that a mean is considered to be the most represented figure for 21 . 2. percentage analysis is used mainly due to qualitative nature of data Bar diagrams and pie charts are used to represent them in pictorial form.4 STASTACAL TOOLS USED For analysis and interpretation of primary data. office records and also information available on the web. Percentage Analysis The collected data was analyzed by using percentage analysis method . Convenient sampling technique has been used for the study.

If the performance falls short of expectation. customer’s expectations towards the products and problems faced by customers if any at Honda. If the performance matches the expectations. So. If the performance exceeds expectation.  Many of the respondents have not given proper response  The information that is provided by the individual may be biased  Respondents were reluctant to disclose complete and correct information 22 . ethics and values. satisfaction is a function of perceived performance and expectations. Customer satisfaction is a feeling of pleasure or disappointment resulting from comparing a product’s perceived performance or outcome in relation to his or her expectations. Weighted average = sum of the frequency times the column weight Response count 2.the entire mass of data. When viewing the industrial sector we can see that all the corporate houses focusing on retaining the customers without compromising on organizational objectives.6 LIMITATIONS OF THE STUDY.  The study was restricted only to Palakkad District area. the customer is satisfied. Hence Customer Relationship Management is having a wide scope in modern world. the customer is dissatisfied. the customer is highly satisfied or delighted.4.4. 2. Customers are individuals and the organizations have to make each and every customer feel that they are highly compassionate to them.5 SCOPE OF THE STUDY The study focuses on customer satisfaction towards the Honda two wheelers It includes availability level of products . This means for more realistic average is calculated by considering the weighted average for the same. quality of the products .

2.36% of the respondents belongs to 20–30 age group. 15% of the respondents are 41.24% of the respondents are 31-40 age group.4 31-40 61 24.20 age group. 23 .2 50 & above 15 6 Interpretation: The table shows that 18% of the respondents are 18.5.1 Age of the respondent Particulars No of respondents % of respondents 18-20 45 18 20-30 91 36.5 Data Analysis and Interpretations Table 2.4 41-50 38 15.50 age group and 6% of the respondents 50 & above age group.

5.1 This chart describes the age group of respondents 40 35 30 25 20 36 15 24 10 18 15 5 6 0 18-20 20-30 31-40 41-50 50 & above 24 . CHART 2.

25 .4 Interpretation: The table shows that 85.2 Gender of the respondent Particulars No of respondents % of respondents male 214 85.6% of the respondents are male 14.6 female 34 14.4% of the respondents are female.5.Table 2.

4 0 Male Female 26 .2 This chart describes the gender group of respondents 90 80 70 60 50 85.5.CHART 2.6 40 30 20 10 14.

specify 9 3.6 Govt and privet 53 21. 21. Table 2. 26% of the respondents are in students.2% of the respondents are Govt and privet employees and only 3.6% of the respondents are in other group.17% of the respondents are self employed.6 Interpretation: The table shows that 31.5.2 employees Other.6% of the respondents are engaged in business.6 Students 65 26 Self employed 44 17.3 Occupation of the respondents Particulars No of respondents % of respondents Business 79 31. 27 .

6 0 28 .CHART 2.3 This chart describes the occupation of the respondents.6 5 3.5.2 17. 35 30 25 20 15 31.6 26 10 21.

4 Model of Honda two wheeler owned by respondent Particulars No of respondents % of respondents Activa 57 22.5.8 Dio 45 18 Shine 20 8 CBR 150 15 6 CBR 250 8 3. Table 2.4 of the respondents are using Dream yuga .2 Unicorn 70 28 Dream Yuga 31 12. 12.4 Other specify 4 1. 18% of the respondents are using Dio. 9. 28% of the respondents are using the Unicorn.8% of the respondents are using the Activa.6 Interpretation: The table shows that 22.6% of the respondents are using the Shine 6% of the respondents are using the CBR 150. 3. 29 .2% of of the respondents are using the CBR 250.

2 1.4 5 8 6 3.5.4 This chart describes the model of Honda two wheeler owned by the respondents 30 25 20 15 28 22.CHART 2.8 10 18 12.6 0 Activa Dio shine CBR 150 CBR 250 Unicorn Dream yuga other 30 .

13.2% of the respondents to know through relatives 18.6 programs 57 22.6: SOURCE OF AWARENESS OF THE PRODUCT.8 Friends Interpretation: The table shows that 32% of the respondents to know about Honda through advertisement.4% of the respondents to know through dealer and 13. Of respondents % of respondents Advertisement 80 32 13.2 33 Relatives Through Dealer 46 18.4 Promotional 34 13. 31 . TABLE 2.6% of the respondents to know through promotional programs and 22. Particulars No.8% of the respondents are through friends.5.

4 13.2 13.CHART 2.8 18.6 This chart describes the source of awareness 35 30 25 20 15 32 10 22.5.6 5 0 32 .

5. Table 2.6 HONDA TWO WHEELER ARE BETTER THAN OTHER BRAND Particulars No of respondents % of respondents yes 185 74 no 65 26 Interpretation: The table shows that 74% of respondents agreed that Honda two wheeler are better and the rest do not agree 33 .

6 This chart describes the Honda brand is better than other brands 26% Yes No 74% 34 .5. CHART 2.

6 Performance 45 18 Mileage 61 24. 18% of the respondents were looking performance and 24. 35 . TABLE 2. 19. 22% of the respondents were looks their price. Particulars No.5.6% of the respondents were looks style.4% of the respondents are looking mileage.4 Interpretation: The table shows the reasons of opting Honda two wheeler. 16% of the respondents looks quality.7 FACTORS INFLUENCING PURCHASING DECISION . Of respondents % of respondents Quality 40 16 Price 55 22 Style 49 19.

4 22 10 19.CHART 2.7 This chart describes the factors influencing purchase decision 30 25 20 15 24.5.6 18 16 5 0 Quality Price Style Performance Mileage 36 .

8 Interpretation: The table shows that 74.6% of the respondents are said No.5.4% of the respondents are satisfied with current two wheeler and 23. TABLE 2.4 NO 67 26.8: SATISFACTION ON CURRENT TWO WHEELER Particulars No of respondents % of respondents YES 183 74. 37 .

CHART 8 This chart describes the satisfaction on current two wheeler 80 74.4 70 60 50 40 30 23.6 20 10 0 YES NO 38 .

6 Rightly priced 171 68. Of respondents % of respondents Highly priced 59 23.4% of the respondents commented that it is Rightly priced and 8% of the respondents commented that the price is low 39 .4 Low price 20 8 Interpretation: The table shows that 23.TABLE 2. 68.5.9 COMMENT ON PRICE OF HONDA TWO WHEELER Particulars No.6% of the respondents commented that price of the Honda two wheeler is very high.

4 70 60 50 40 30 23. 80 68.5.9 This chart describes the comment on the price of Honda two wheeler among the respondents.6 20 8 10 0 Highly priced Rightly priced Low price 40 .CHART 2.

Particulars No:of respondents % of respondents YES 183 73.8% of the Respondents had complaints and 73.5.8 Interpretation: The table shows that 26.2 NO 67 26.2% of the Respondents did not have complaint 41 .10 COMPLAINTS ON WAITING PERIOD FOR DELIVERING OF HONDA TWO WHEELER This table describes the waiting period for delivering of Honda two wheeler. TABLE 2.

10 This chart describes the complaint on waiting period for delivering of Honda two wheeler.5.CHART 2.2 70 60 50 40 26. 80 73.8 30 20 10 0 YES NO 42 .

8 1-3 year 89 35. 13. 35.8% of the respondents were using the Honda two wheeler less than 1 year.11 PERIOD OF USAGE OF TWO WHEELER Particulars No. TABLE 2.2 10 & above 10 4 Interpretation: The table shows that 26. 20.5.2% of them were using between 7-9 year and 4% of them were using more than 10 year. Of respondents % of respondents < 1 year 67 26. 43 .4 7-9 year 33 13.4% of them were using between 4-6 year.6 4-6 year 51 20.6% of them were using between 1-3 year.

5.11 This chart describes the period of using two wheeler by the respondents.CHART 2.4 20 13.8 30 25 20.2 15 10 4 5 0 < 1 year 1-3 year 4-6 year 7-9 year 10 & above 44 . 40 35.6 35 26.

5.13 SATISFACTION ON PATIENCE OF SALES EXECUTIVES IN ANSWERING 45 .TABLE 2. TABLE 2.5.12: SATISFACTION LEVEL ON MILEAGE OF HONDA TWO WHEELERS Respondents Total Particulars weight court Highly satisfied 4 75 292 satisfied 3 117 345 dissatisfied 2 41 86 Highly 17 1 17 dissatisfied TOTAL 250 750 Weighted average No of Respondents * weight/ total Weighted average respondents 750 / 250 3 Interpretation: The mean value is 3 this shows that the respondents are satisfied with respect to the mileage of Honda two wheeler.

332 Interpretation: The mean value is 3 this shows that the respondents are monetary satisfied on patience of sales executives in answering TABLE 2.Particulars Wight Respondents total court Highly 5 56 280 satisfied Satisfied 4 58 232 Moderately 3 75 225 satisfied Dissatisfied 2 35 70 Highly 1 26 26 dissatisfied total 250 833 Weighted average No of Respondents * weight/ Weighted average total respondents 833 / 250 3.5.14 SATISFACTION ON CLARITY IN ANSWERING Particulars Wight Respondents total court Highly satisfied 5 67 335 Satisfied 4 74 232 46 .

Moderately 3 58 225 satisfied Dissatisfied 2 39 70 Highly 1 12 26 dissatisfied total 250 833 Weighted average No of Respondents * weight/ Weighted average total respondents 833 / 250 33.15 SATISFACTION ON SALES EXECUTIVES BEHAVIOUR Particulars Weight Respondents total court Highly satisfied 5 63 315 47 .5.32 Interpretation: The mean value is 3 this shows that the respondents are monetary satisfied on patience of sales executives in answering TABLE 2.

16 SATISFACTION ON AMBIENCE OF THE SHOWROOM Particulars Weight Respondents total court Highly satisfied 5 104 520 Satisfied 4 76 304 Moderately 3 40 120 satisfied Dissatisfied 2 19 70 48 .332 Interpretation: The mean value is 3 this shows that the respondents are monetary satisfied on patience of sales executives in answering TABLE 2. Satisfied 4 58 232 Moderately 3 75 225 satisfied Dissatisfied 2 35 70 Highly 1 19 19 dissatisfied total 250 861 Weighted average No of Respondents * weight/ Weighted average total respondents 861 / 250 3.5.

17 This chart describes the service charges 49 . Highly 1 11 11 dissatisfied total 250 1025 Weighted average No of Respondents * weight/ Weighted average total respondents 1025 / 250 4. Of respondents % of respondents Affordable 147 58 Costly 103 42 CHART 2.5.17 SERVICE CHARGES Particulars No.1 Interpretation: The mean value is 4 this shows that the respondents are satisfied on ambiances of the showroom TABLE 2.5.

18: INFLUENCE OF PRODUCT. 42% of the respondents are feel the service charges are costly TABLE 2. SERVICE CENTRE & SPARE PART This table describes the influence over the availability of product. 58% of the respondents are feel that the service charges are affordable . Particulars Wight Respondents Total court Highly Influenced 5 135 675 Influence 4 95 380 Moderately 3 25 75 influenced Less Influenced 2 10 20 50 .2 50 40 30 20 10 0 AFFORDABLE COSTLY Interpretation: The table shows that the opinion on service charges. service centre & spare parts choice by the respondents.2 60 41.5. 58.

- TOTAL 250 1150 Weighted average No of Respondents * weight/ total Weighted average respondents 1150/250 4. 51 .6 this shows that the respondents are Highly Influenced nor Influenced product. Not at all . service centre & spare part.6 Interpretation: The mean value is 4.

20: INFLUENCING FACTOR WHILE SELECTING DEALER 52 .5.19 NEXT BEST CHOICE OTHER THAN HONDA This table describes the selection of brand other than Honda by the respondents.5. TABLE 2. 13% of the respondents will select the TVS and 11% of the respondents will select the Royal Enfield.16 35 30 25 20 15 10 5 0 BABAJ YAMAHA HERO TVS ROYAL ENFILD Interpretation: The table shows that 26% of the respondents will select the hero. Of respondents % of respondents Bajaj 65 26 Yamaha 53 21 Hero 73 29 TVS 32 13 Royal Enfield 28 11 CHART 2. Particulars No. 29% of the respondents will select the Bajaj.5. TABLE 2. 21% of the respondents will select Yamaha.

Particulars No. 53 .8 Customer relation 56 22.2% of the respondents it is after sale service.4 20.4 25 22.2 30 24. Of respondents % of respondents Goodwill 61 24.4 0 Interpretation: The table shows that influencing factor while selecting a dealer for 24.4 Other.2 Location 52 20.5.8 20 15 10 5 3. specify 8 3.4 After sale service 73 29.4% of the respondent. for 29.2 CHART 2. for 22. for 20.4% of the respondents is goodwill.8% of the respondents it is location.4% of the respondents it is customer relation and other factor for 3.20 This chart describes the influencing factor while selecting the dealer 35 29.

54 .5.132 Interpretation: The mean value is 4 this shows that the respondents are satisfied with service provided by AM wings Honda TABLE 2.5.21: SATISFACTION LEVEL OF SERVICE PROVIDED BY AM WINGS HONDA This table describes how much the respondents are satisfied with the service provided by the AM Wings Honda.22: WILLINGNES TO RECOMMEND HONDA TWO WHEELERS This table describes the willingness to recommend Honda to others. Particulars Wight Respondents total court Highly satisfied 5 98 490 Satisfied 4 102 408 Moderately 3 30 90 satisfied Dissatisfied 2 20 40 Highly 1 5 5 dissatisfied total 250 1033 Weighted average No of Respondents * weight/ Weighted average total respondents 1033 / 250 4.TABLE 2.

8 CHART 2.2 Interpretation: The table shows that 83.19 This chart describes the customers like to recommend Honda two wheelers to others 16.8 yes no 83. 55 .2% of the respondents are willing to recommend others and 16.5.Particulars No of respondents % of respondents Yes 208 83.2 No 42 16.8% of the respondents are not recommend.

it shows that the customers Highly Influenced product. 3.6.  Majority of the respondents are owed UNICORN and ACTIVA  36% of the respondents are using Honda two wheeler for a period between 1-3 years.  The mean value of rating scale is 3.  Mileage is most influencing factor in purchasing diction  The mean value of rating scale is 4. SUGGESTIONS AND CONCLUSION 3.  27% of the respondents are using Honda two wheeler for below 1 year.1 FINDINGS  36% of the respondents are the age group of 20 to 30  Majority(85%) of respondents are male  32% of the respondents occupation is business.1.  38% of respondents are had the problem of long waiting period for delivering Honda two wheeler . service centre & spare part for purchasing  74 % of respondents have satisfied with Honda two wheelers  The mean value of rating scale is 4. it shows that the customers satisfied with mileage of Honda two wheeler  42% of respondents are believe Honda’s service charges are costly 56 . it shows that the customers satisfied with service provided by AM wings Honda  83% of respondents willingness to recommend Honda two wheeler  29% respondents select hero next best choice other than Honda  32% of respondents come to know about the product from advertisement and friends . FINDINGS.

1. Clarity in answering should be improved 9. Give training to staffs for better service to customers. 5. 11. 7. 4.2 SUGGESTINS . More attention can be paid to the after sales service provided to the customer as most of the customers are influenced it. 3. Implementation of effective sales promotion tools. Give more attention to the feedback from the customers. 8. The company shall give more attention to the mileage as it is the most preferred feature of the bike 2. The delivery waiting period should be reduced to increase more customer satisfaction. 10. 29% of respondents looking after sale service for selecting a dealer 3. Ensure satisfaction of all the customers 6. Service charges should be affordable by all the customers 57 . All the problems facing while using Honda two wheelers has to be avoided. More care should be exercised on advertising.

The study tries to identify the extent of influence of various informational sources in customer satisfaction . 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. The study tries to reveal the factors responsible for preferring a particular brand. CONCLUSION It has been undoubtedly proven that retaining customers is the only way to succeed in business. 58 . The study on the customers satisfaction of Honda two wheelers among the customers within the palakkad district was conducted in the Am wings honda. a well known dealer in the palakkad and malappuram districts.|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.