Mini Project

1. RESEARCH METHODOLOGY:

1.1 Introduction:

Research is a careful investigation or inquiry specifically trough search

for new facts in any branch of knowledge making for its advancement.

“Research can simply be defined task of searching from available data to modify a certain
result or theory.

The quality and reliability of research study is dependent on the

information collected in a scientific and methodological manner. Scientific planning of
designing of research method is a blue print for any research study. Therefore, proper
time and attention should be given in designing the plan of research. While proper
definition of problem tells the researcher where he has to go, proper design tells him how
he should go. Selection of methodology for a particular project is made easy by sorting
out a number of alternative approaches. Each of them having its own advantage and
disadvantage. Efficient design is that which ensure that the relevant data are collected
accurately.

The researcher has to think about what procedure and techniques should be
adopted in the study. He should arrive at the final choice by seeing that the methodology
chosen for project is indeed the best one. When compared with others.

1.2 OBJECTIVES OF THE STUDY:

1.To identify level of customer satisfaction.

2.To collect the data and identify the expectations of Honda users.

3.To draw out findings a give suggestion for the improvement in customer satisfaction.

4. To offer suggestions for improving the customer satisfaction.

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1.3 Methods of Data Collection:

1.3.1 Personal interaction:

Personal interaction means direct communication with the consumer to get some
information about their needs and requirement. In this method face to face communication
takes place. We also go to the market and to near people and interact with them personality,
about their problem and what they need.

➢ Questionnaires and surveys

➢ Interviews
➢ Documents and records
1.3.2 Secondary data:

➢ Data already collection by any person or institution is called secondary data.

➢ This data is often used by the investigatory and other people having its need.
➢ The researcher of the report also did the same and collected secondary data from
various internet sites.
➢ The researcher of the report also visited various libraries for collection of the
introduction part.
➢ The sources of secondary data were
➢ Books,
➢ Magazines
➢ Internet sites
➢ Observations
➢ Focus groups
➢ Oral histories

1.3.3 Sample size: 10 people were questioned…….

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1.4 Scope of The Study:

The scope is confirmed by only to examine the Customer Satisfaction with

reference to Honda bikes and to find possible remedies to counteract their competition. The
study focuses on customer satisfaction toward the Honda two-wheeler. It includes the
availability level of products, quality of the products and customer’s expectations towards
the product.

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2.COMPANY PROFILE:

2.1 Introduction:

The two-wheeler industry has been going steadily over the years all over the world.
India is not an exception for that. Today India is the second largest manufactures of two
wheelers in the world. It stands next only to Japan and China in terms of number of two
wheelers produced and sold. Until 1990 geared scooters dominated the two wheelers
market so much that their sales equaled the combined sales of motor cycles.

Today the customer preferences have shifted from geared scooters to motorcycles
and also to an extent to the premium end bikes. The Honda story is the story of one man,
‘Soichiro Honda’, and his unparalleled achievements of bringing motor cycles to the
masses. Soichiro Honda was a racer, a businessman and a manufacturer.

But most of all he was a dreamer. He dreamed of a better way of making piston
rings, founded a small company and began production. He dreamed of giving people
everywhere an economical form of transportation and began producing motorcycles
including one built in 1949 called the D-type Dream.

He also loved racing too. So, his company built bigger and faster machines two,
four, five, and six-cylinder race bikes. Honda Motor company is by far the world’s biggest
motorcycles maker. Hondas first motorcycle was born out of necessity in immediate post
world War Japan, where public transportation was desperately overcrowded and gasoline
severely restricted. Unique practices create unique organizations.

2.2 History of The Company:

Honda Motor Company, Ltd Japanese Honda Giken Kogyo KK, leading Japanese
manufacturer of motorcycles and a major producer of automobiles for the world, market.

The engineer ‘Soichiro Honda’ founded the Honda Technical Research Institute
near Hamamatsu in 1946 to develop small, efficient internal –combustion engines. The
Honda C-100, a small engine motorcycle, was introduced in 1953 and by 1959 was the

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largest –selling motorcycle in the world. In 1959 the company also established a U.S
subsidiary, the American Honda Motor Company, which began producing motorcycles in
the United States in 1979 and automobiles in 1982.

• Name: – Honda Motor Company, Ltd

• Founded: - Hamamatsu, Japan
• Founder: - Soichiro Honda, Takeo Fujisawa
• Headquarters: - Minato, Tokyo, Japan
• Area: - Worldwide
• Employee: - 215,638
• Awards: - Afaqs! India’s Buzziest Brands 2019

DROOM-Buyers Choice Scooter of the year

DROOM- Dealers Choice Scooter of the year

NDTV Car and Bike of the year 2018

2.3 Product Range / Service:

A product range is set of variations of the same product platform that appeal to
different market segments. A complete portfolio of products that a company manufactures
or market.

There are four levels of products core, tangible, augmented, and promised. Each
is important to understand in order to address the customer needs and offer the customer a
complete experience. Automobiles, commercial vehicles, luxury vehicles, motorcycles,
Scooters, Water pumps, outboard motors, jet engines, telematics are the products of Honda
company.

Whether the customer want to request a quote, locate a dealer or just be kept in the
know about anything related to Honda, every Honda site is dedicated to meeting customer
needs. If customer looking to purchase or lease a Honda Financial Services and Acura

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Financial Services can help. They are assistance or advice given to customers during after
the sale of goods and they aim to provide better quality of services.

2.3.1 Services:

Services given by Honda Motor company are as follows:

1.Honda Financial Services

2.Honda Owners

3. Acura Financial Services

4.Acura Owners

HONDA SCOOTERS

Model Price
Activa I 52,934
Dio BS-VI 63,340
Activa 125 59,921
Activa 5 G 55,934
Activa 6 G 63,912
Grazia 59,922
Activa 5 G Limited Edition 55,032
Dio 54,241
Aviator 65,743
Cliq 46,952

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3. THEROTICAL BACKGROUND OF THE STUDY:

with diminishing finances, it is rarely possible for a library or information center

to have enough resources to fulfill the needs of its clients. Collaboration is widely
recognized as the best way for libraries to cope with the ever-increasing challenges; volume
of information resources; nature and quality of information; user needs and expectations;
cost of information resources and staffing needs.

3.1 Concept of Marketing:

The marketing concept in the belief that companies must assess the needs of their
consumer first and foremost. Based on those needs, companies can make decisions in order
to satisfy their consumer’s needs, better than their competition. Companies that hold this
philosophy believe that their consumer are the driving forces of their business. Nowadays,
most companies have incorporated the marketing concept. So, if you were a new company,
how would you know what a customer would need and want?

First of all, let define the needs and wants. Needs are basic requirements for an
individual to survive. Some examples are water, food, shelter etc. Obviously, the needs of
consumer are wide –ranging. Wants are the desire for something that an individual cannot
live without. Some examples are a bigger home, a brand-new car, an iPad and the like.
Even though consumers’ needs are broad, wants can be very particular.

Consumers decide to buy based on both their needs and wants. Case in point, if they
were hungry, they would need food. If you base it simply on that, then any kind of food
will do. Yet, the consumer would have particular food in mind. Even though they can get
a burger from Burger king, what they might truly want is a half –pound grilled burger from
a bar in their local neighborhood. It is at this point that marketers would come in. Marketers
acknowledge the needs of consumers and use the consumers desire for what they want to
steer them towards specific products and services.

3.1.1 The Marketing Concept Underscores:

➢ Identifying the market or targeting consumers.

➢ Understanding the needs and wants of the consumers in the target market.
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➢ Creating products or services based on the consumers’ needs and wants.

➢ Satisfying needs of the consumer better than competitors.
➢ Accomplishing all of these while earning a profit.

3.1.2 Marketing and Marketing Concept:

Sometimes people blur the lines between marketing and marketing concept.
Marketing is the promoting products and services of a company for a particular target
market. As a whole, marketing brings attention the offerings of a company. These may be
goods for sale or services on offer. Typical examples of marketing on the ground are
billboards on the road on the road, television commercials, and magazine advertisements.

However, not all companies have the same approach towards marketing their
goods and services. Actually, there are couple of strategies on making marketing successful
for any company. The approaches talked about are these marketing concepts. These
approaches of a company peg what kind of marketing tools they can and will use in
business.

Marketing concepts are formed through a clear objective that incorporates cost
efficiency, effectiveness, and social responsibilities in the target market. The market
concept, on the other hand, creates suitable market intelligence as connected to present and
future consumer needs, as well as the relative capabilities of the competition to satisfy those
needs.

3.2 Marketing of Product / Service:

3.2.1 Theory of product marketing:

Product marketing is a process of promoting and selling a product to a customer

.Also, product marketing is defined as being the intermediary function between product
development and increasing brand awareness .In marketing , a product is anything that can
be offered to a market that might satisfy a want or need .In retail, products are called
merchandise .In manufacturing products are purchased as raw materials and sold as
finished goods .Product marketing ,as a job function within a firm ,also differs from other
marketing job such as social media marketing , marketing communications ,online

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marketing ,advertising ,marketing strategy although product marketers may use channels
such as online for outbound marketing for their product .

A product market is something that is referred to when pitching a new product to

the general public .Product market definition focuses on a narrow statement : the product
type, customer needs ,customer type and geographic area .Product marketing brings many
benefits to company .By identifying the right product and getting it to the right customers
, product marketing drives sales and profits .Using customer data wisely also helps your
company develop new products ,as well as create smarter overall marketing strategies .

Honda is a leading manufacturer of automobiles and motorcycles. It is a global

brand that has brought several attractive car and bike models to the market. In the recent
years, its sales have grown fast. North America is its leading market accounting for a very
large part of Hondas revenues in the automobile segment. Another important market is
Japan; the domestic market of Honda. There are several major competitors of Honda in the
global market including Volkswagen , Toyota and Ford .With economic growth in the
Asian region ,demand for vehicles has also grown .Hondas motorcycles sales are high in
the Asian region .Yamaha is a competitor of Honda in the motorcycle segment .Each brand
is spending more on marketing as well as research and development to acquire a larger
market share and attract new customers .Auto firms spend millions on advertising and
promotion every years .

Honda has brought several attractive product models to the market. It has also used
a smart marketing strategy with focus upon creating a reliable image and trust among the
customers. It uses both traditional and digital methods of promotion to promote its brand
and products. The “Power of Dreams’’ slogan features across Hondas advertising and
promotion campaign and events. Advertising has always been a key component of Hondas
marketing and promotional strategy. The Honda has always spent heavily on promoting its
bike models in local markets. The company also uses traditional advertising channels –
including print, electronic, and outdoor media for advertising sales promotion activities.
3.2.2 Effective Ways to Market A Product:

➢ Highlights advantages in a classy way.

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➢ Communicates what market cares about.

➢ Stay honest.
➢ Didn’t fall into the trap of competitor.
➢ Do what your competitors won’t do.
➢ Doesn’t use any stupid idea for advertising.

3.2.3 Service Marketing:

Services marketing is a specialized branch of marketing. Services marketing

emerged as a separate field of study in the early 1980s, following recognition that the
unique characteristics of service required different strategies compared with the marketing
of physical goods.

Services marketing typically refers to both businesses to consumer (B2C) and

business to business (B2B) services, and includes marketing of services such as
telecommunication services, financial services, all types of hospitality, entertainment
services, trade service, and professional services. Companies who believe concept of
marketing and social marketing philosophy direct their marketing towards giving customer
satisfaction and social welfare. Companies receive long-term profit not only from the
viewpoint of customer, but also of society.

3.3 Marketing Mix:

3.3.1 Definition:

“The marketing mix refers to the se of actions, or tactics, that a company uses to
promote its product in the market.’’

The 4P’s makeup typical marketing mix– Price, Product, Promotion, Place. However,
nowadays the marketing mix is including several other Ps like Packaging, people and even
politics as vital mix elements.

3.3.2 Price:

Price refers to value that is put for a product. It depends on cost production, segment
targeted, ability of the market to pay, supply-demand and host of other direct and indirect

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factors. There can be a several types of pricing strategies, each tied in with an overall
business plan. pricing can also be used a demarcation, to differentiate and enhance the
image of product.

The current pricing strategy to set the price level that Honda Motor Company Ltd
follows is a competitive based pricing strategy. This is because the data on competitors is
easily available due to large number of competitors that exists within the industry. It also
takes costs into consideration to set prices for a few products for which either information
is not available on competitors or are costlier to make.

Honda Motor Company sells its products at a higher price than competitors. This is
because it offers more feature, and the high price makes up for these. It currently uses
products bundle pricing as well, where products are bundled together and sold at prices
lower than the total of individual. Price is based on various parameters like segment,
competition, features etc.

3.3.3 Product:

Product refers to the item actually being sold. The product must deliver a minimum
level of performance; otherwise even the best work on the other elements.

Honda Motor Company sells its products under the five broad categories, and each
of these serves as separate product line. All of its products are sold under the brand name
of Honda Motors Company Ltd. They sell products that are highly differentiated, with
various features offered to customers that competitors don’t offer. Its products are therefore
considered as unique.

Product strategy of Honda covers all the aspects of the business as Automobile, cars,
mini vehicle. Honda sells products with lot of variety available, which allows to customer
select the product variety that best suits them. Its products are perceived to be of higher
quality than that of competitors. Therefore, customers are willing to pay a higher price for
these. They sell products that are famous for its traditional design that is also practical for
customers to use.

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3.3.4 Promotion:

Promotion refers to all the activities undertaken to make the product or service
known to the user and trade. This can include advertising, word of mouth, press reports,
incentives, commissions and awards to the trade. It can also include consumer schemes,
direct marketing, contests and prize.

Honda used an innovative marketing campaign to change the way customers

perceived motorbikes. The slogan used was “You meet nicest people on a Honda’’ this
campaign showcased for the common man. The campaign was successful and increased
Hondas sales 90,000 motorcycles in year. The promotional strategy in the marketing mix
of Honda is to be aggressive. Honda uses TV advertisement to a large extent. They released
ads with different themes to attract customer. The adds focus on Hondas innovation and
superior engineering such as cog advertisement released in 2003.Honda has lots of
promotion done through motorsport like Motorcycle Grand Prix, superbike racing and
others in which the company participates.

Honda advertises in print media and participates in road shows to showcase its
products. This is beneficial to attract to large number of peoples. It uses online and social
media advertising, which is cheaper and beneficial due to increasing uses of internet. They
also focus on YouTube, Facebook, Twitter due to high monthly uses of these.

3.3.5 Place:

Place refers to the point of sale. In every industry, catching the eye of the consumer
and making the easy for buy it is the main aim of a good distribution or ‘place’ strategy.
Retailers pay a premium for the right location. In fact, the mantra of a successful retail
business is ‘location, location, location’.

Honda Motor Company sell its products through two marketing channels. The first
is where it sells directly to its customer through its online website. The second is where it
sells to wholesalers who then sell to different retailers located all over the country. These
then sell to its customers. Honda Company has its products presents on over 500 retailers
throughout the country. It follows in intensive marketing strategy where it tries to include

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its products on as many retailers as possible. This ensures that its products are available to
customers easily in different parts of the country.

Honda Company has a substantial amount of online sales with frequent traffic on
its websites. In order to run its online operations, Honda company has partnered with
numerous service delivery providers in order to provide timely delivers.

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4. DATA PRESENTATION:

4.1 Introduction: –

The conceptual analysis is done in the earlier chapters. But to formulate any policies
and strategies it is needed to analyze the given facts and figures representing the current
position of the company.
To collect the facts, one questionnaire was prepared, for the customers respectively.
The questionnaire contains various questions which will help in analyzing the pre-decided
objectives. These questionnaires were distributed to 10 customers respectively to gain their
perspectives about HONDA MOTERS COMPANY PVT LTD. The facts collected from
the questionnaire are analyzed individually below.

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4.2 Ratio of Honda bike user.

Sr. No. Options No. of respondents Percentage (%)

1 Yes 10 100

2 No 00 00

Total 10 100
Table No.4.1 Ratio of Honda bike user.

Ratio of Honda bike user.

No

Yes

Yes No

Graph No. 4.1 Ratio of Honda bike user.

Data interpretation:
From the above table and Graph, it is said that 100 % respondents used Honda
bikes.

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4.3 Opinion of Honda bike.

Sr. No. Options No. of respondents Percentage (%)

1 Very good 05 50

2 Good 05 50

3 Poor 00 00

Total 10 100
Table No.4.2 Opinion of Honda bike.

Opinion Of Honda Bike

No. of respondents in %

50

40

30

20

10

0
Very good Good Poor
Options

Graph No. 4.2 Opinion of Honda bike.

Data interpretation:
The above table and graph show 50 % respondents are says very good, then 50 %
respondents say good.

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4.4 Year of using Honda bike.

Sr. No. Options No. of respondents Percentage (%)

1 New user 02 20

2 0-2 year 02 20

3 3-5 year 03 30

4 5+ year 03 30

Total 10 100
Table No. 4.3 Year of using Honda bike.

Graph No. 4.3 Year of using Honda bike.

Data interpretation:
The above table and graph show that there are 30 % respondents are used from 3-5
years, 30 % respondents are used from 5 + years, 20 % respondents are new user and 20%
respondents are uses bike from 0-2 years.

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4.5 Expectations of Honda bike.

Sr. No. Options No. of respondents Percentage (%)

1 Yes 09 90

2 No 01 10

Total 10 100
Table No.4.4 Expectations of Honda bike.

Expectations of Honda bike.

No
Options

Yes

0 20 40 60 80 100
No. of respondents in %

Graph No. 4.4 Expectations of Honda bike.

Data interpretation:
From the above table and graph show that, 90% respondents said meet their
expectations and 10 % respondents are not meet their expectations.

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4.6 Like about Honda bike.

Sr. No. Options No. of respondents Percentage (%)

1 Design 04 40

2 Mileage 01 10

3 Average 04 40

4 Price 00 00

5 Other 01 10

Total 10 100
Table No. 4.5 Like about Honda bike.

LIKE ABOUT HONDA BIKE.

NO. OF RESPONDENTS IN %

40
35
30
25
20
15
10
5
0
Design Mileage Average Price Other
No. of respondents 40 10 40 0 10

Graph No. 4.5 Like about Honda bike.

Data interpretation:
The above table and graph show that, there are 40% respondents like design of
Honda bike, 40 % respondents like average, 10 % respondents like mileage and 10 %
respondents like other quality of Honda bike.

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4.7 Opinion About Mileage Honda Bike.

Sr. No. Options No. of respondents Percentage (%)

1 Excellent 02 20

2 Good 06 60

3 Average 01 10

4 Poor 01 10

Total 10 100
Table No. 4.6 Opinion about mileage Honda bike.

Opinion About Mileage Honda Bike.

70
No. of respondents in %

60

50

40

30

20

10

0
Options

Excellent Good Average Poor

Graph No. 4.6 Opinion about mileage Honda bike.

Data interpretation:
The above table and graph show that, there are 60 % respondents says that mileage
is good of Honda bike, 20 % respondents says that mileage of Honda bike is excellent, 10%
respondents says it is average and 10 % respondents says mileage is poor.

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4.8 Attributes while purchasing two-wheeler.

Sr. No. Options No. of respondents Percentage (%)

1 Less Price 01 10

2 Quality service 08 80

3 Brand Image 00 00

4 All 01 10

5 Others 00 00

Total 10 100
Table No. 4.7 Attributes while purchasing two-wheeler.

Attributes while purchasing two-wheeler.

No. of respondents in %

80
70
60
50
40
30
20
10
0
Less Price Quality Brand Image All Others
service

Options

Graph No. 4.7 Attributes while purchasing two-wheeler.

Data interpretation:
The above table and graph show that, there are 80 % respondents look quality
service, 10 % respondents said that while purchasing two - wheeler they look less price
and 10 % respondents say look all the quality.

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4.9 Reason’s choosing the Honda bike.

Sr. No. Options No. of respondents Percentage (%)

1 Price 00 00

2 Quality Service 06 60

3 Brand Image 03 30

4 Friends Reference 01 10

Total 10 100
Table No. 4.8 Reason’s choosing the Honda bike.

Reason’s Choosing The Honda Bike.

60
No. of respondents in %

60

50
30
40

30 10
20 0

10

0
Price Quality Brand Image Friends
Service Reference
Options

Graph No. 4.8 Reason’s choosing the Honda bike.

Data interpretation:
The above table and graph show that, 60 % respondents are choosing for quality
service, 30% respondents choosing for brand image and 10 % respondents choosing by
friends ‘reference.

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4.10 Satisfactions of quality services.

Sr. No. Options No. of respondents Percentage (%)

1 Yes 09 90

2 No 00 00

3 Can’t Say 01 10

Total 10 100
Table No. 4.9 Satisfactions of quality services.

Satisfactions of quality services.

Can’t Say
No 10%
0%

Yes
90%

Yes No Can’t Say

Graph No. 4.9 Satisfactions of Quality Services.

Data interpretation:
The above table and graph show that, 90 % respondents are satisfied with quality
service and 10 % respondents are can’t say about quality service.

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4.11 Recommendation of Honda Bike.

Sr. No. Options No. of respondents Percentage (%)

1 Very likely 05 50

2 Likely 05 50

3 Unlikely 00 00

Total 10 100
Table No. 4.10 Recommendation of Honda Bike.

Recommendation of Honda Bike.

Unlikely
Unlikely, 0

Likely, 50
Options

Likely

Very likely , 50

Very likely

0 10 20 30 40 50 60
No. of respondents in %

Graph No. 4.10 Recommendation of Honda Bike.

Data interpretation:
The above table and graph show that, there are 50 % respondents are recommended
Honda bike is very likely and 50 % respondents are recommended likely of Honda bike.

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5. FINDINGS, SUGGESTIONS AND CONCLUSION:

5.1 Findings:

5.1.1 General Finding:

❖ Among all the respondents surveyed mostly customers are satisfied with the quality
service being provided by will the bike.
❖ The overall opinions about Honda bike are very good.
❖ Some of the respondents using Honda bike more than 5years, & some of the using
from 3-5 years.
❖ Most of the respondents meet their expectations using Honda bikes.
❖ Some of the respondents like design of Honda bike & some are like the average.
❖ Most of the respondents are satisfied with the mileage.
❖ Most of the respondents are choosing Honda motors for quality service & Brand
service.
❖ Most of the respondents are recommended Honda bike very likely.

5.1.2 Specific Findings:

❖ Honda motors company LTD. has labour cost composition to sales ratio was lowest.
❖ Honda motors company has the highest mean inventory turnover ratio.
❖ Honda motors company has employed longer tern debt in its capital structure in the
industry.
❖ Honda motors has less reserves than the other company.

5.2 Suggestions:

❖ Honda motors do more changes in design, so customers may buy more of it

❖ Honda motors must reduce the prices of bike, So the customers are easily buying it.
And it helps to improve in sales.
❖ The company should improve & modify design of bikes. If the Honda company
rectify it, that will increase the sales of volume of the brand.
❖ The company must do more innovations in their bikes so that, their competitors
always remain behind them. Also, it helps to increase in their customers.
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❖ The company should also concentrate on mileage of bikes, because 10 %

respondents said mileage is poor, if company rectify it, the customers are more
satisfied with Honda motors.
❖ 5.3 Conclusion:

On an average 50% respondents feel that the Honda bikes are very good. 30 %
respondents using Honda bikes more than 5+ years, whereas 20% respondents are using
from 3-5 years. 90 % respondents said that, Honda bike meet their expectations, whereas
10% respondents are not agree. 40 % respondents are like the design of Honda bike.

The overall opinion about Honda motors is very good. 60 % respondents are said
mileage is good. 80 % respondents look quality service while they purchasing two-wheeler.
60 % respondents choosing the Honda motors for quality service whereas only 10%
respondents choosing by friend’s reference. 90 % respondents are satisfied with quality
service & there is no any respondent for dissatisfaction of quality service. 50 % respondents
recommended Honda motors very likely whereas remaining 50 % are recommended likely.

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6) BIBLOGRAPHY:

1. Marketing management -- Philip Kotler

2. Research Methodology -- C. R. Kothari

2. Modern Marketing -- R. S. Pillai, Bhagwati

3. Magazine -- Business India

Times of India

4. Website -- www.honda2wheelersindia.co.in

www.Wikipedia.org

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QUESTIONNAIRE

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