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Project On Honda Two Wheelers PDF
Project On Honda Two Wheelers PDF
Chapter 1 1-4
Introduction
Objectives
Limitations of the study
Methodology
Chapter II
Customer Satisfaction 5-14
Chapter III
Profile of Honda 15-27
Chapter IV 28-39
Analysis of Study
Chapter V
Summary & Suggestions 40-41
Questionnaire 42-45
BIBLIOGRAPHY 46
1
CHAPTER - I
INTRODUCTION:
The two wheeler industry has been expanding rapidly. Gone are the days when processing a two
wheeler was seen as a luxury. Now a day it is viewed as a mere necessity. Prior, sale of two
wheelers was mainly confined to urban areas but lately in rural areas the bicycles are being
replaced by power driven two wheelers such as scooters and motorcycles. Not only this, the
industry has also customers ranging from all demographic segments. It has been common that
even school going children are driving two wheelers. The women customers are also increasing
due to increase in women literacy and employment.
If getting a new customer is difficult, then retaining a current customer is more difficult one and
not only that it is estimated that the cost of attracting a new customer is five times retaining the
current customer. It requires a great deal of effort to induce satisfied customer to switch away
from their current preference. Thus customer attitude is been given top priority in today’s
competitive world.
After globalizations, number of two wheeler markets have entered Indian Market. New
companies have been set up with foreign, specially Japanese Collaboration by already
established companies. Honda motors Japan has set up subsidiary company at Gurgaon , India to
offer state of the art Honda two wheelers to Indian makes Honda motors with its wide product
range has achieved a respectful market shone with strong dealer network and excellent after
sales services.
Even though there is waiting period for some products, some are available across the shelf
dealerships are upon not only at metros, but also at urban and semi urban areas. This is to
2
provide prompt after sales services .it has opened class of art show rooms and work shops at all
the places.
There is a need to study to efforts put in by the Company, Dealers and Service network to study
the extent to which customers are satisfied with the product, service and allied services etc.
Hence it is proposed to study the Customer Satisfaction levels of Honda Customers with respect
to the product performance, after sales service and other allied services like finance facility,
availability of spares and accessories etc.
• To study the customer handling practices prior to sale, during sale and after sale and
- The study is limited to Honda Motors Customers who have purchased or come for service
- Since a convenient sampling method is adopted, the sample may not be representing all
types of customers.
- As the study is conducted for a limited period and hence it may not be exhaustive.
3
METHODOLOGY:
Primary data is collected by administering a structured questionnaire to customers who visit the
dealer for purchase and service. Data is also collected through personal discussions with the
dealer, sales and service staff and personal observation made during sale and service.
Secondary data is obtained from company records, web site, published articles etc.
SAMPLING:
Convenient Sampling method is adopted for selecting the respondents. Care is taken to cover
4
CHAPTER II
CUSTOMER SATISFACTION
INTRODUCTION
Customer satisfaction is both a goal and a marketing tool. Companies that achieve high
customer satisfaction ratings make sure that their target market knows it.
5
1. CUSTOMER & HIS IMPORTANCE :-
The essence of the marketing concept is that organizations must adopt customer oriented features
and focus their attention of building programs, offering and strategies that satisfy customer needs
and wants. Many organizations maintain their focus on operations or product or sales efforts
and thereby ; get dislocated by mistaking the means for the end. Successful marketing involves
companywide transformations in attitude beliefs and perceptions of the people in how they
view the customer. Deep commitment to the customer is what distinguishes successful
marketers from Laggards.
The excellent companies really close to their customers, other companies top about it, excellent
companies really close to their customers, other companies to about it, excellent companies do
it’. The companies, which show extra ordinary concern for the customer, include. American
express, Mc donalds, Citibank, IBM who go to the smallest dealers also “Never forget the
customer’s attitude is the hull mark of their service strategy.
Hence Customers are :-
1. The most important people in any business.
2. They are not dependent of a business, But business is dependent on them.
3. They are not an interruption to own work, they are the purpose of it.
4. They are doing us favor when they come in, we are not doing them favor by serving
them.
5. They are part of our business, they are not outsiders.
6. They are not just statistic. The customers are human beings with flesh and blood having
feelings and emotions.
7. People come to us with their needs and wants. It is our job to fulfill them.
8. They are the lifeblood of every business without whom the door of the business would
have been closed.
9. Non customer functions in particular must be made customer oriented. Customer needs
and requirements should be tracked on regular basis.
6
II. CUSTOMER SATISFACTION
Whether the buyer is satisfied after purchase depends upon the offer performance in relation to
the buyer’s expectations. Customer satisfaction can be defined as :-
Satisfaction is the level of a person’s felt state resulting from comparing a product’s perceived
performance in relation to the person’s expectation’s satisfaction level is a function of the
different between perceived performance and expectations some of the successful business firms
are aiming for total Customer Satisfaction which increase customer loyalty towards the product
or service offered by the firm.
The need to satisfy customer for achieving success in any commercial enterprise is so obvious,
one wonder if there is any need to establish the importance of customer satisfaction. However
one often finds that what should be obvious everyone also needs to be explained and establish.
The income of commercial enterprise is derived from the payment received for the products and
services supplied to its external customers. If there are no customers, there is no income, there
is no business. In other words, customers are the sole reason for the existence of commercial
establishments, as the function is extremely important for the success of the organization, the
senior management as well as the leaders of other departments or Divisions should also realize
the importance of customers to the organization and for its growth. It is therefore no surprise
that Peter Drucket, the renowned management guru said “ to satisfy the customer is the mission
and purpose of every business :.
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IV. CUSTOMER SATISFACTION PROCESS
Companies seeking to win in today’s market must track their customer’s expectations perceived
company performance and customer satisfaction not only for them but for their competitions as
well.
Brand loyalty and Customers satisfaction on the other hand are almost synonymous and their
impact on market share is statistically varifiable. The relationship between market share
profitability as well as profitability and share holder value creation have been the subject of
considerable research over the years and the linkages have been proven many times.
Licensing to Brands
Voice of the customer
Service Quality
Competitive
Innovation Growth Rate Market Share
Shareholder Profitability
Value Creation
8
It has been found that some customers are, by native tendency, more likely to move while others
are not. Therefore even for some level of satisfaction or dissatisfaction, some customer will
remain with the brand they are loyal to while others will switch. Simply because they are more
prone to taking risks and more easily susceptible to the blandishments of competitors and
inherently more fickle. This can be represented in four way matrix as given below.
1. The Safe Customers are those who are satisfied and not likely to move.
2. The habitual switches are happy and still likely to switch.
3. The patient ones will stay on regardless but should not be taken for granted. Their
satisfaction can be improved profitably as they are inherently less likely to switch..
Today’s customers are global and have high degree of need for congrition, recognition, approval
and respect. So many companies believe that customer satisfaction can make the company more
profitable to some extent as
It as a more process aimed at enhancing customer share.
It builds goodwill in the market, which in turn generates additional traffic to the outlet.
It is a real experience and a rich insight is to customer’s min to hit the bull’s eye with
carefully designed marketing strategies
A highly effective technique is to keep of buying habits, intentions, self image, spending
patterns, customer develops a sense of belonging in then and a soft corner for the
company itself.
9
Higher customer retention index, customer lifetime value, loyalty and satisfaction level
increase transactions with the same customers again and again.
A highly effective system of communication helps in developing positive attitude in
customer mind about the company its offerings.
10
which customers can enquire make suggestion, or complaints. Their information flows provides
these companies with many good ideas and enable them to act more rapidly to resolve problems.
C) Ghost shopping
Another useful way to gather a picture of customers satisfaction is to hire persons to pose as
potential buyers to report their finds on strong and weak points they experienced in buying the
company’s and competitors products.
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d). Lost Customer Analysis
Companies should contact who stopped buying or who have switch to another supplier to learn
why this happened. When IBM loses a customer, they amount through effort or learn where they
failed is their price too high, their service deficient their products unreliable and so on. Not only
it is important to conduct exit interviews but also to monitor the customer loss rate, which if its
increasing clearly indicated that the company is failing to satisfy customers.
12
Companies should also note that managers and sales persons could manipulate their ratings on
customer satisfaction. They can be especially nice to customers just before the survey. They can
also try excluding unhappy customers from being included in the survey. Some customers may
want to express high dissatisfaction in order to receive more concession.
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Post Purchase Action
The Customer’s satisfaction or dissatisfaction with the product will influence subsequent
behavior. If the customer is satisfied, he or she will exhibit a higher probability of purchasing
the product main. The satisfied customer will also tend to say good things about the brand to
others. Marketers lay ‘or best advertisements is the satisfied customer :.
A dissatisfied consumer responds differently. The dissatisfied consumer will try to reduce the
dissolvance because a human being strives to establish internal harmony “ consistency or
congruity among his opinions, knowledge and values.
Marketers should be aware of the full range of ways consumers handle dissatisfaction.
Consumers have a choice between taking and not taking any action. If the former, they can take
public action or private action. If the former, they can take public action or private action. If
the former, they can take public action or private action. Public action includes complaining to
the company going to lawyer or complaining to other groups that might help the buyer gets
satisfaction. Such as a business private or government agencies or the buyer might simply stop
buying the product or warn friends. In all these cases the seller losses in having done a poor job
of satisfaction to the customer.
Of the 5% of customers who complain, only about 50% report a satisfactory problem resolution.
Yet they need to resolve a customer problem in a satisfactory manner is critical where as on
average a satisfied customers tells three people about a good product experience dissatisfied
customer groups to people. If each of them tells still other people the number of exposed to bad
work of mouth may grow exponentially.
14
CHAPTER III
Profile of Honda
Honda has been the world's largest motorcycle manufacturer since 1959 as well as the world's
largest manufacturer of internal combustion engines measured by volume, producing more than
14 million internal combustion engines each year. Honda surpassed Nissan in 2001 to become
the second-largest Japanese automobile manufacturer As of August 2008, Honda surpassed
Chrysler as the fourth largest automobile manufacturer in the United States Honda is the sixth
largest automobile manufacturer in the world.
Honda was the first Japanese automobile manufacturer to release a dedicated luxury brand,
Acura, in 1986. Aside from their core automobile and motorcycle businesses, Honda also
manufactures garden equipment, marine engines, personal watercraft and power generators,
amongst others. Since 1986, Honda has been involved with artificial intelligence/robotics
research and released their ASIMO robot in 2000. They have also ventured into Aero space with
the establishment of GE Honda Aero Engines in 2004 and the Honda HA-420HondaJet,
scheduled to be released in 2011. Honda spends about 5% of its revenues into R&D.
History
From a young age, Honda's founder, Soichiro Honda (November 17, 1906 -August 5, 1991) had
a great interest in automobiles. He then established the Honda Technical Research Institute in
Hamamatsu, Japan, to develop and produce small 2-cycle motorbike engines. Calling upon
18,000 bicycle shop owners across Japan to take part in revitalizing a nation torn apart bywar,
Soichiro received enough capital to engineer his first motorcycle, the Honda Cub. This marked
15
the beginning of Honda Motor Company, which would grow a short time later to be the world's
largest manufacturer of motorcycles by 1964.
Philosophy
HMSI operates on a principle, which is followed worldwide by all Honda companies.
Maintaining a global viewpoint, we are dedicated to supplying products of the highest quality,
yet at a reasonable price for worldwide customer satisfaction. Honda's philosophy is based on the
company's guiding principle and advocates 2 fundamental beliefs:
It is the contribution from each individual in the company that has made our company what it is
today and that, which will take us into the future.
Motorcycles
Honda is the largest motorcycle manufacturer in Japan and has been since it started production in
1955 At its peak in 1982, Honda manufactured almost 3 million motorcycles annually. By 2006
this figure had reduced to around 550,000 but was still higher than its three domestic competitors
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During the 1960s, when it was a small manufacturer, Honda broke out of the Japanese
motorcycle market and began exporting to the U.S. Taking Honda’s story as an archetype of the
smaller manufacturer entering a new market already occupied by highly dominant competitors,
the story of their market entry, and their subsequent huge success in the U.S. and around the
world, has been the subject of some academic controversy. Competing explanations have been
advanced to explain Honda’s strategy and the reasons for their success.
The first of these explanations was put forward when, in 1975, Boston Consulting Group (BCG)
was commissioned by the UK government to write a report explaining why and how the British
motorcycle industry had been out-competed by its Japanese competitors. The report concluded
that the Japanese firms, including Honda, had sought a very high scale of production (they had
made a large number of motorbikes) in order to benefit from economies of scale and learning
curve effects. It blamed the decline of the British motorcycle industry on the failure of British
managers to invest enough in their businesses to profit from economies of scale and scope.
The second explanation was offered in 1984 by Richard Pascale, who had interviewed the Honda
executives responsible for the firm’s entry into the U.S. market. As opposed to the tightly
focused strategy of low cost and high scale that BCG accredited to Honda, Pascale found that
their entry into the U.S. market was a story of “miscalculation, serendipity, and organizational
learning” – in other words, Hondas success was due to the adaptability and hard work of its staff,
rather than any long term strategy. For example, Honda�s initial plan on entering the U.S. was
to compete in large motorcycles, around 300 cc. It was only when the team found that the
scooters they were using to get themselves around their U.S. base of San Francisco attracted
positive interest from consumers that they came up with the idea of selling the Super cub.
Awards
2011
"Indian Motorcycle of the Year 2011 (IMOTY)
Jury:BS Motoring , Bike India , BBC Top Gear , Overdrive , AutoBild India ."
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Bike of the Year – CNBC TV18 Overdrive Awards 2011
Bike of the Year - Bloomberg/UTV Autocar Award 2011
Viewer’s Choice Award: Bike of the Year - Bloomberg / UTV Autocar Awards 2011.
CB Twister
"The Most Awarded Motorcycle of the Year - 2011"
Bike of the Year - BS Motoring Award 2011 .
Bike of the Year upto 110CC – Bike India .
Motorcycle upto 110CC - NDTV Car & Bike Awards 2011.
Premium 100CC Motorcycle - Zigwheels Awards.
Entry Level Motorcycle of the Year - Auto Bild Golden Steering Awards.
CB Unicorn Dazzler
Motorcycle upto 160CC – NDTV Car & Bike Awards 2011.
Sporty Motorcycle upto 180CC – Zigwheels Awards .
Premium Motorcycle of the Year - Auto Bild Golden Steering Awards.
VFR 1200F
Superbike of the Year – TopGear
Automotive Technology of the Year - Zigwheels Awards
Brand Honda
" Most Reliable Brand - Advanced Technology Brand
by Auto India Best Brand Survey Awards 2011"
Motorsport
Honoured for 'Promoting 2Wheeler racing in India'
2010
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Brand
" Most Reliable Brand
- Advance Technology
- Quality
By Apollo Auto India Best Brand Awards 2010"
Trusted Brand Award (Gold) for Two-wheeler: Readers' Digest.
CB1000R
Import Two - Wheeler of the Year NDTV Profit Car & Bike Awards 2010.
CB1000R
Import Bike of the Year - AutoCar Awards 2010.
CBR1000RR
Fireblade
Performance Bike of the Year - CNBC TV 18 Overdrive Award.
2009
CBF Stunner Bike of the Year - NDTV Profit Award 2009
Aviator Scooter of the Year - NDTV Profit Award 2009
Activa Scooter of the Year - ET ZigWheels Awards 2009
2008
Aviator Scooter of the Year - Zigwheels.com
CBF Stunner Motorcycle of the Year (125 C C ) - Zigwheels.com
Activa Scooter Customers Satisfaction No.1 - CNBC TV18 - Auto Car "Auto
Awards 2008.
Brand
-Well Made Bike 2008
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-Advanced Technology 2008
-Overall 2008
Honda
-Eco-Friendliness 2008
-Resale Value 2008
By Apollo Tyres - Auto India "Best Brand Survey Awards 2008.
2007
Enter no Best automobile brand of India 2007 (Planman Media)
Activa Best automobile brand of India 2007 (Planman Media)
2006
Shine TNS Voice of The customer Award 2006 (TNS)
2005
Unicorn Motorcycle of the Year 2005 (B.S. Motoring & auto car)
Unicorn TNS Voice of the Customer Award (TNS)
Enter no Scooters of the Year 2005 (B.S. Motoring & Overdrive)
2004
Enter no Best Scootes of the Year (B S. Motoring & ICICI Bank, Overdrive
Magazine)
2003
Dio Scooter
of the Year 2003 (BBC)
2002
Activa Scooter of the Year by Overdrive Magazine
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2001
Activa Scooter of the Year 2001 (BS Motoring).
Tokyo, April 28, 2010--- Honda Motor Co., Ltd. today announced its consolidated financial
results for the fiscal fourth quarter and the fiscal year ended March 31, 2010.
Consolidated net sales and other operating revenue (herein referred to as “revenue”) for the
quarter amounted to JPY 2,279.5 billion (USD 24,501 million), an increase of 27.8% from the
same period in 2009, due primarily to increased revenue in all of the business segments and
currency translation effects. Honda estimates that had the exchange rates remained the same
from the corresponding period in 2009, revenue for the quarter would have increased by
approximately 25.4%.
Consolidated operating income for the quarter amounted to JPY 96.0 billion (USD
1,033million), an increase of JPY368.2 billion from the same period in 2009, due primarily to
increased profit attributable to increased revenue, reduction in vehicle costs as a result of
increased production and decreased SG&A expenses.
Consolidated income before income taxes and equity in income of affiliates for the quarter
amounted to JPY 93.5 billion (USD 1,006 million), an increase of JPY 392.2 billion from the
same period in 2009.
21
Equity in income of affiliates amounted to JPY 23.8 billion (USD 257 million) for the quarter, an
increase of JPY 21.1 billion from the corresponding period last year.
Consolidated revenue for the period amounted to JPY 8,579.1 billion (USD 92,210 million), a
decrease of 14.3% from the previous fiscal year, primarily due to unfavorable currency
translation effects and decreased revenue in the automobile business. Honda estimates that had
the exchange rate remained the same as the previous fiscal year, revenue for the period would
have decreased by approximately 7.5%.
Consolidated operating income for the period totaled JPY 363.7 billion (USD 3,910 million),an
increase of 91.8%, due primarily to decreased SG&A expenses and R&D expenses and
continuing cost reduction efforts, despite decreased profit attributable to decreased revenue ,the
unfavorable impact of currency effects and the increase in fixed costs per vehicle as a result of
reduced production.
Consolidated income before income taxes and equity in income of affiliates for the period totaled
JPY 336.1 billion (USD 3,613 million), an increase of 107.9% from the previous fiscal year.
Equity in income of affiliates amounted to JPY 93.2 billion (USD 1,003 million) for the period, a
decrease of 5.8% from the previous fiscal year.
22
Racing
Honda has always played an important role in motor sports, believing it to be the springboard for
technological advancement.
It has also been an aggressive force in the endurance, motocross and trial races held around the
world. We, at Honda, are not allowing this momentum to let up, as we pursue even greater
achievements.
Honda has always loved racing, ever since Sochiro Honda took his company into motorcycle
competition, sometime in the 1950s. Hondas engineers have tested themselves on the
international stage, proving their technology to be the best in the world. These technologies are
tested in the extreme conditions of motorcycle racing, to adapt them for use in vehicles that ply
on roads today.
In the past, Honda has powered some of the all time great racers, including Redman, Hail wood,
Spencer, Gardner, Capirossi and Doohan, to 39 riders titles. Even today, some of the greatest
motorcycle racers, like Alex Baros, Max Biaggi, Nicky Hayden ride on Honda bikes, at the
races.
Honda enters the Isle of Man TT Races in 1959 Honda is an active participant in many off-road
races Michael Doohan riding Repsol Honda's NSR 500.
Technologies like these are not just for the race tracks, but are also incorporated in our everyday
vehicles. They are first tested, refined and proven under the trying conditions in the races, and
then finally adapted in the vehicles, so that two wheelers like Activa and Dio can utilise and
benefit from such technologies.
23
PROFILE OFVISHNU HONDA.
HISTORY :
SRI Vishnu Honda motors Authorised dealer of Honda Company in Visakhapatnam. Operation
From Monthly Sale of 160 Two wheelers initially it has reached a monthly sales volume
250nos. (3000 per annum). This spectacular growth is mainly due to aggressive, clear headed
management and with sheer hard work of every staff member and above all out standing
customer support.
Vishnu Honda captured 25% of Visakhapatnam two and wheelers market successfully standing
with the challenges from competition. As of now Vishnu Honda. has a work force of 70
members, with an annual turnover of Rs. 12 crores. They have also opened a separate service
24
SERVICE DEPARTMENT
Head : Shiva
1.. 6 Free Services and nine Paid Services for active aviator dio shine cbr250etc.
2. 6 Free Services and 14 Paid Services for 125CC and 150CC Vehicles.
3. Extended warranty also giving to all models. except twister
4. Free Checkup Camp. For every.sunday
5. Engine over hauling for all Post Warranty Vehicle.
6. We are giving warranty for fuel adultration for single time.
7. Total Workers are 42 members.
8 After Free Services 200 rupees Charged.
WORKING TIME
MORNING 8AM TO 1P.M EVENING 2PM TO7:30 P.M.
PRODUCTS AVAILABLE IN Vishnu Honda motors
Spare Parts
Spare Parts Incharge – SIVA
Input : Every Month Purchase of of Spare Parts Company of Honda Motor (Delhi)
25
Out put: Sols of Spare parts – work shop of Honda Show Room out side Mechanics and
Customers .
Finance Level
1. The VISHNU HONDA Provides sum finance facility to the customers. The
finance facility Banks are
a. HDFC
b. Family Credit (Pvt)
c. Sriram Finance
d. fulletron
The finance lever provides interest rate Rs. 1per 100. The customer paid minimum 30% of the
Vehicle Amount. The finance facility taken by the above 6000 people of them.
Sales Team
Sales Manager :S.K..V CHANDARA SEKHAR There are four executives monthly they are
sold 400 vehicle. They provide 12% Interest rate. Incentive given by company per vehicle 1000
to 1500 Rupees of them.
The demand is very more for Honda Bikes there are 50% of Bikes Purchase by spot cash 50%
Vehicle side Finance Purchase.
They are not giving any offer to vehicle some times company giving insurance offer. More
sales for shine.unicorn
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ACHIEVEMENTS
They are good in Customer Dealership Enquiries and giving good facilities to Customer.
ORGANISATION STRUCTURE
PROPRIETOR
CHIEF EXECUTIV
GENERAL MANAGER
Supervisors
Mechanics
27
CHAPTER - IV
ANALYSIS OF STUDY
AGE
Number of
Age Group Respondents %
18-25 28 43
26-35 10 15
36-45 09 14
46 above 17 26
TOTAL 64 100
From this table, we can infer that 43% of the two wheeler users are between 18 to 25 years of
age and another 14% are between 36 to 45 years of age. 15% of the bike users are between 26 to
45 years of age. 26%users are above 46 years of age.
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EDUCATION
Number of
Qualification Respondents %
School Education. 07 11
Under Graduate 32 50
Graduates 11 17
Post Graduates 14 22
TOTAL 64 100
17% of the respondents are Graduates and 50% are Under Graduates. From this we can infer that
67% of the bike users are under graduates or Graduates. 11% have only school education. Only
22% are post graduates.
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Number of
Income Respondents %
Below 50 K 0 0
51 K - 1 Lakh 39 61
1 Lake - 2 Lakhs 22 34
2 Lakes - 5 Lakhs 3 5
above 5 Lakhs 0 0
TOTAL 64 100
It is surprising to note that 95% of the bike owners are having annual income less than 2 lakhs.
In this 5% are having income between 2 lakhs to 5lakhs. Though this looks un reliable,
generally respondents do not reveal their real incomes. They have quoted their incomes as per
the Ration Cards they possess.
OCCUPATION
30
Number of
OCCUPATION Respondents %
Students 51 80
Employee 00 00
Business 11 17
Any other 02 03
TOTAL 64 100
80% of the bike owners are students and 17% are buiness people. Only 3% are any other.
31
1 year to 2 years 00 00
2 years to 5 years 11 17
5 years to 10 years 29 46
above 10 years 00 00
TOTAL 64 100
37% of the vehicle owners are using the vehicle from less than a year. 17% are using the vehicle
since 5 years. 46% of the users are using a vehicle for a maximum of 5 years.
BRAND PATRONAGE
Number of
BRAND Respondents %
Activa 15 23
Dio 08 13
Aviator 02 03
Shine 15 23
32
Unicorn 14 22
Dazzler 01 02
Twister 02 03
Stunner 06 09
CBR 01 02
TOTAL 64 100
Activa and shine are the most popular models of Honda each contributing 23%. Next
popular is unicorn with 22%.67% of the two wheelers sold are either Activa Shine or
Unicorn.
Number of
REASON Respondents %
Price 52 82
Promotion 00 00
Appearance 12 18
Technology 00 00
Any other 00 00
TOTAL 64 100
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While choosing Honda and a particular model, the customers are influenced by the price of the
bike. Limited importance is given to Appearance of the vehicle.
INFLUENCER
Number of
Person Respondents %
Self 02 04
Family members 02 04
Friends 60 92
Any other 00 00
TOTAL 64 100
92% of the customers have decided to buy Honda Vehicle influenced by their friends. 4% are
influenced by their family members and Self.
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REASON FOR CHOSING THE DEALER
Number of
REASON Respondents %
Local Dealer 37 58
Service Dealer 27 42
Schemes 00 00
Finance Facility 00 00
Any other 00 00
TOTAL 64 100
58% of the customers have brought the vehicle from the particular dealers because he is alone
dealer. 42% have preferred because the dealer is also a service dealer. Schemes and finance
facility have no impact on dealer choice.
35
SERVICE RATING
Number of
Rating Respondents %
Excellent 00 00
Good 19 30
Average 18 29
Not Satisfied 27 41
TOTAL 64 100
41% of the customers are not satisfied services of the dealer Sree Vishnu Honda motors. 30% as
Good and 29% are average.
36
COST OF SPARES & SERVICE
Number of
Rating Respondents %
High 04 06
Slightly high 51 79
Reasonable 09 14
Cheap 00 0
TOTAL 64 100
79% of the customers perceive the cost of service and spares slightly high. Only 6% and 14% are
felt that it is high and reasonable.
37
LOYALTY TO DEALER
Yes 16 25
No 48 75
TOTAL 64 100
75%of the customers not satisfied with service of Vishnu Honda. They do not want to get service
from this dealers after free services.
38
CHAPTER-V
SUMMARY AND SUGGESTIONS
SUMMARY
39
Honda is a major player in Two wheeler market. In India almost every second motor cycle sold
How strong the brand may be, every organization has to strive to improve customer satisfaction.
With increasing competition and customer expectations, Customer Satisfaction is the key to
Dealers play a very important role in the marketing of any product. Their role is vital mainly in
the case of consumer durables in general and automobiles in particular. Unlike majority of
consumer durables, automobiles need periodic maintenance. Two wheelers have a peculiar
feature as they are used by common man who hardly has any
knowledge of the functioning or repairing of the vehicle, dealers’ role is very important. Dealers
can enhance or tarnish the image of the company and the product how ever good it may be.
The strength of Honda motors is its channel partners, and service availability every where.
• Honda two wheeler customers are middle class and upper middle class.
• Customers buy Honda for its technical features like mileage, easy maintenance,
• Customers normally prefer local dealers and service dealers for buying a vehicle.
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customers for service and are not loyal to them for after free services are over
SUGGESTIONS
ensure no stock outs for Activa, Unicorn and Shine. Dealer has to put efforts to improve quality
of after sales service as majority opined that they would not prefer the dealer after free services.
Dealer and Company should ensure availability of flagship brand Activa. Due to non availability,
Customers are suspecting the dealers role in sticking to booking schedule. Efforts to be taken to
ensure transparency in booking. Customer feedback system after sale and service would improve
the image of the dealer. Dealer has to tie up with banks to provide finance at competitive interest
rates. Dealer has to be aggressive in marketing the vehicles as they face a very tough
Dealer as well as the company has to put all efforts to enhance the image of the
Questionnaire
Name : Town/Village:
41
1. Age ( Years) : a. 18-25 c. 35-45
d. Any Other
c. 1-2lakhs. d. 2-5lakhs.
42
6. Since how long are you using the particular two wheeler ?
43
d. Finance availability. e. Any Other (Specify)………………………
13. How would you rate service offered by ‘Vishnu Honda., for your two wheeler ?
14. How do you rate the cost of spares and service charges charged by ‘Vishnu Honda ,
15. Do you prefers to get your Vehicle serviced at Vishnu Honda , after free services also.
a. Yes b. No.
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BIBLIOGRAPHY
BIBLIOGRAPHY
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Philip kotler- Principels of Marketing ,Prention-Hall of India. Pvt ltd New Delhi(1999).
Jagdish N.Sheth Atul Parvatiyar –Relationship Marketing-A division of stage publication New
Delhi.(2000).
Pearl , Jack & Robyn. Marketing Channels A Division of Holt, Rinehart & Wiston(1978).
www.Honda2wheelers India,com.
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