A STUDY ON CONSUMER PREFERENCE TOWARDS

HONDA CARS IN TAMBARAM

RA1631204010036
IIIB.COM (ISM)
LEENA SAJYA K

LIST OF CONTENTS
CHAPTER TITLE PAGENO

List of Tables
List of chart

I Introduction

1.1 Introduction
1.2 Industrial profile
1.3 Company profile
1.4 Review of literature

II Objective & Research Methodology

2.1 Objective of the study

2.2 Scope of the study
2.3 Research methodology
2.4 Limitation of the study

III Analysis and interpretation

IV Findings, suggestions and conclusion

4.1. Findings
4.2 Suggestion
4.3 Conclusion

V
5.1 Annexure
5.2 Bibliography
CHAPTER – 1

INTRODUCTION AND DESIGN OF THE STUDY

INTRODUCTION

Customer satisfaction is a must in business. Satisfaction is a person's feelings

of pleasure or disappointment resulting from comparing a product's perceived
performance in relation to his or her expectations.

Satisfaction is a function of perceived performance and expectations. If the

performance falls short of expectations, the customer is dissatisfied. If the
performance matches the expectations, the customer is satisfied. If the performance
exceeds expectations, the customer is highly satisfied or delighted. Many companies
are aiming for high satisfaction because customers who are just satisfied still find it
easy to switch when a better offer comes along.

The producer's attempts to find out people who will pay for his product and
buy them for his own satisfaction from the products while manufactures make
decision of the scope for the products, they satisfy consumer wants and needs.
Advertisers try to understand basic forces that cost human behavior with in the
market. They get such knowledge from psychology and sociology for their desires.
This is called consumer behavior, which is used to construct models by which
marketing people plan strategies, later on, these are used in advertising campaign.

This study on this topic will help the organization to satisfy the customer need
and there wants and tells “Love the customers, not the product"
The Automobile industry has undergone a dramatic transformation over the past
decade, both in size and technological sophistication. Until the mid – 1990s it
consisted of just a handful of local companies with small capacities and outdated
technologies. However, after the sector was thrown open to foreign direct investment
in 1996, some of the global majors moved in and by 2002, Hyundai, Honda, Toyota,
general Motors, Ford and Mitsubishi set up their manufacturing bases.

The sector is known to hold as much promise for the country as the much
touted IT and ITes industry. And much like its IT counterpart, the auto industry is
being driven by India’s advantage of a vast availability of low cost – high skilled
manpower.

The year 2003 – 2004 was a landmark one for the auto sector. For the first
time, the total sales (domestic plus exports) of passenger vehicle – cars, utility
vehicles and MUVs – crossed the one million mark with sales growing 30.2 per cent
during the year. Of this, domestic sales accounted for 9,00,752 units and exports
1,29,316 units.

With total investment exceeding Rs.50,000 crore, the turnover of the

automobile industry exceeded Rs.59.518 crore in 2002 - 03. Including the turnover of
the auto component sector, the industry’s total turnover was above Rs.84,000 crore in
2002 – 03. According to estimates in 2003 – 04 , the total turnover of the industry was
more than Rs.100,000 crore ($22.74 billion).

The total production of all types of vehicles in India rose from 4.2 million
units in 1998 – 99 to 7.3 million units in 2003 – 04. Over this period, commercial
vehicles output grew 2.8 times compared to 2.2 times for passenger cars. However, it
is the two – wheeler output, which continues to dominate the sector.

In 2003-04, for instance, for every passenger car produce in the country,
several two wheelers were turned out. In 2003 – 04, the country produced 842,437
passenger cars, 146,103 MUVs, 275,224 commercial vehicles, 5,624,950 two –
wheelers and 340,729 three – wheelers.

In addition to the growing domestic demand, automobile exports have also

registered a healthy growth in recent years, thanks to the improvement in the quality
of products and their competitive prices. For instance, export of passenger cars rose
from 28,122 in 1998 -99 to 166,413 units in 2004-05. Exports of commercial vehicles
increased to 30,000 units in 2004-05 from12,255 in 2002-03 and those of two –
wheelers to 336,724 units in 2004 – 05 from 179,982 in 2002- 03.

While the output levels of domestic industry are no doubt still small in
comparison with international auto giants, India has now emerged as the fastest
growing car market in the world. The country’s two wheeler industry is already the
largest in the world and is expected to continue to maintain robust growth in the
coming years. The growth rate of all commercial vehicles in 2003 -04 was 36.5
percent; the LCV segment logged a growth of 32 percent.

Thanks to the all pervading optimism in the air, car makers have drawn up
plans to increase their production capacities by as much as 44 per cent over the next
two – three years. While the country’s largest car producer, Maruti Udyog Ltd
(MUL), will increase its capacity by setting up a new plant, Tata Motors, Hyundai,
Ford and Toyota are planning to expand their capacities.

A heartening feature of the changing automobile scene in India over the past
five years is the newfound success and confidence of domestic manufacturers. They
are no longer afraid of competition from the international auto majors.

Evidently, Indian players have learnt from past mistakes and developed the
skills to build cheaper automobiles using ‘appropriate’ technologies. True, Indian
Players are still lacking in scale of operation. While economies of scale play a vital
role in the auto sector, a few Indian manufacturers relied on innovation rather than
scale of operation for competitive advantage.

As the automobile industry has matured over the past decade, the auto
components industry has also grown at a rapid pace and is fast achieving global
competitiveness both in terms of cost and quality.

In fact, industry observers believe that while the automobile market will grow
at a measured pace, the components industry is poised for a takeoff. It is among the
handful of industries where India has a distinct competitive advantage. International
automobile majors, such as Hyundai, Ford, Toyota and General Motors which set up
their bases in India in the 1990s, persuaded some of their overseas component
suppliers to set up manufacturing facilities in India.
 Consequently, the value of cumulative output of the auto components industry
rose rapidly to Rs.30,640 crore at end of 2003 -04 for just Rs.11,475 crore in 1996
-97. Foreign companies such as Delphi, which followed General Motors in 1995, and
Visteon, that followed Ford Motors in 1998, soon realized the substantial cost
advantage of manufacturing components in India.

Finding the cost of lower by about 30 per cent, they began exploring the
possibility of exporting back these low – cost, high quality components to their global
factories and thus reducing their overall costs. Not surprisingly, the industry’s exports
registered a more than four – fold jump to Rs.4, 800 crore in 2003 -04 from just
Rs.1,033 crore in 1996 -97.

Automobile majors such as Maruti Udyog, Toyota, and Hyundai have now
finalized their plans to invest in some of the critical auto components. According to
the Automotive Manufacturers Association of India (ACMA) officials, auto
component manufacturers are expected to invest about Rs.10,000 crore over the next
five years at the rate of Rs.2,000 crore per annum.

According to analysts, the auto component industry could merge as the next
success story after software, pharmaceuticals, BPO and textiles. The size of the global
auto component industry is estimated at $ 1 trillion and is set to grow further. Against
this backdrop, Mc Kinsey’s latest report has estimated that the sector has the potential
of increasing its exports to $25 billion by 2015 from $1.1 billion in 2004.

The growth curve of India Auto Ind. has been on as upswing for the past few
years. India became the fastest growing car market in the world in 2004, with a
growth rate of 20 per cent. Continuing the upswing, the sector posted an impressive
8.9 per cent growth in 2005 - 06, says the Economic Survey 2005 – 06.The latest
announcement by the government to cut excise duty of small cars will soon see India
emerging as the world’s largest manufacturing hub for small or compact cars.

The automobile is one of the most complex consumer products in existence.

And although, worldwide the auto industry is known to have one of the most mature
manufacturing processes, there are dramatic changes in product development and
technology occurring even today.
 Two of the most critical issues that have emerged in the recent past are
competitiveness in cost, quality and product offerings and shorter lead times to
market. This in turn has encouraged auto companies to adopt world car concepts that
transcend diverse geographies. No wonder then that the automotive business is being
played out on a worldwide stage, with India emerging as one of the key players.

Auto components, engineering services are ready to export passenger vehicles

most global auto majors have deepened their commitment and ties with the country,
projecting India as one of the world’s auto hubs. The Indian automobile industry is
likely to attract an investment of US$6.7 billion by 2007. Domestic auto sales grew
12.9 per cent during the April – November ’05 period, compared to the same period
last year, according to Society of Indian Automobile Manufacturers (SIAM).

Car Sales in April – January, the first ten months of the fiscal year to March
2006, rose to 707,901 units from 668,382 a year earlier.

A sale of commercial vehicles – trucks and buses increases 15% (34,037) from
previous year sale. While sales in April 2005 - January 2006 were 271,979 units
against 252,919 year on year. Within the industry light commercial vehicles led with a
21 per cent growth, touching 89,843 units. Taking the second spot as a growth
category were three vehicles which grew 14.5 per cent to 2, 25,714 units.

Exports of automobiles as a proportion of total production have increased

from 2.9 per cent in 1999 – 2000 to 8.9 per cent in 2005 – 06, according to the
Economic survey. For passenger cars and three wheelers, exports in 2005 – 06
accounted for 18 – 19 per cent of total production. Indian Automobile sector is
increasing its sales volume and is expected to touch 10 million marks of which
commercial vehicle segment will contribute maximum. According to industry experts
Indian Automobile sales will grow at a CAGR of 9.55 to 13008 million by 2010 from
current 8.45 million units in Financial Year 05.

COMPANY PROFILE
HCIL's first manufacturing unit was set up at Greater Noida, U.P in 1997. The green
field project is spread across 150 acres and has an annual production capacity of
120,000 units. HCIL's second plant in Tapukara is the first car manufacturing plant in
the state of Rajasthan. The state-of the art Power train and Press shop in Tapukara
plant have been operational since September 2008. This facility is spread over 450
acres and has an annual production capacity of 120,000 units. HCIL started the
production of cars from its Tapukara Plant from February 2014. This plant is the
culmination of the best manufacturing know-how and practices gathered from
Honda's global operations.

Sales Network
Honda Cars India Ltd.,(HCIL) has a strong sales and distribution network spread
across the country. The network includes 295 authorised dealership facilities in 188
cities. HCIL dealerships are based on the "3S Facility" format, offering complete
range of Sales, Service and Spares services to its customers.

Environment and Safety

The Honda Group is globally recognized for its concern towards environment, safety
and conservation of the society in which it operates. HCIL follows the same in India
for achieving high standards in environmental safety in the various processes of car
manufacturing.
Honda Assure
'Honda Assure' is an Insurance initiative introduced by HCIL to enhance ownership
experience for Honda car customers. Under the Honda Assure program, all Honda car
customers get the benefit of a more transparent, hassle-free transaction and a quick
turnaround time on their insurance claims. The entire transaction is routed through an
on-line central server which enables HCIL to monitor the overall operations more
effectively. Some of the direct benefits to the customers include Cashless Insurance
across India, instant policy issuance, and improved turnaround time.
Auto Terrace
Honda's Exchange and Pre-Owned car division Auto Terrace has been in existence
ever since the inception of HCIL in India. Present in all major Honda dealers across
the country, Auto Terrace presents itself as the one-stop solution for catering to the
needs of customers wanting to exchange their existing cars for a New Honda car.
 Vision
Basic Principles
 Respect for the individual.
 The Three Joys (buying, selling and creating).
We at Honda believe that each person working in or coming in touch with our
Company, directly or through our products, should share a sense of joy through that
experience. This feeling is expressed in what we call "The Three Joys"
Our Goal is to provide joy through our Business:
The Joy of Buying: For those who buy our Products
The Joy of Selling: Engage in selling our products and services
The Joy of Creating: Involved in business of creating our Products
Company Principle (Mission Statement)
Maintaining a global viewpoint, we are dedicated to supplying products of the highest
quality, yet at a reasonable price for worldwide customer satisfaction.
Management Policies
 Proceed always with ambition and youthfulness.
 Respect sound theory, develop fresh ideas, and make the most effective use of
time.
 Enjoy work and encourage open communication.
 Strive constantly for a harmonious flow of work.
 Be ever mindful of the value of research and endeavor.
Dreams inspire us to create innovative products that enhance mobility and benefit
society. To meet the particular needs of customers in different regions around the
world, we base our sales networks, research and development centers and
manufacturing facilities in each region. Furthermore, as a socially responsible
corporate citizen, we strive to address important environmental and safety issues.

BUSINESS ETHICS PROPOSAL LINE (BEPL) - VIGIL MECHANISM

POLICY
Honda Cars India Limited (HCIL’s) stated vision and goal is to become a company
that society wants to exist. In order to meet the expectation of the stakeholders and the
society, Honda Corporate Governance (HCG) System has been set up. 

As part of Corporate Governance system, the BEPL – VIGIL MECHANISM Policy

has been established, with the aim to enable Directors and employees to report any
instance of unethical behavior, actual or suspected fraud or violation of Honda
Conduct Guidelines, internal policies and statutory laws in the Company.

Legacy
 Foundation (1960's)

 1980's
Honda has always believed in giving more excitement and more joy. Be it designing
high performance sports cars that are a pleasure to behold and a joy to drive or
creating the world's first humanoid robot to walk on two legs or countless other
technologies that astonish and delight, Honda's spirit of exploration frequently invents
the future.

Not surprisingly, millions of people worldwide often respond to Honda's spirit of

innovation with a sense of delight and amazement. Honda's obsession for technology
that continuously improves upon the performance and safety of all Honda vehicles is
what sets it apart from other names in the car industry. 

i-VTEC
Honda engine technology delivers environmental responsibility and driving
pleasure... 
 VCM
With its flexible use of cylinders, the unique VCM (Variable Cylinder
Management)...

VSA 
The VSA (Vehicle Stability Assist) technology, which during an...

IMA
With an electric motor assisting the engine, Honda hybrid vehicles realize both
superior

Environment

Honda has established a global environmental slogan as an expression of the

company’s proactive commitment to make progress in its environmental efforts on a
global basis. With this slogan, Honda will strive to become the leader in the area of
environmental and energy technologies. 

The new global environmental slogan and symbol will be used with Honda’s internal
and external environmental activities and communications around the world. - "Blue
Skies for Our Children."

Honda Environmental Vision:

Realizing “the Joy and Freedom of Mobility” and “a Sustainable Society where
People Can Enjoy Life”

Global Environmental Slogan:

Blue Skies for Our Children

Honda engineers who took on the challenge to meet the stringent new emissions
standards of the 1970s U.S. Clean Air Act, used the phrase “blue skies for our
children” as a passionate rallying cry to devote themselves to this effort. Honda wants
to pass on the “joy and freedom of mobility to the next generation” (for our children),
therefore, we want to realize a sustainable society where people can enjoy life (blue
skies). This slogan continues to represent Honda’s passion toward its environmental
commitment which has not wavered and will remain resolute in the future.

Global Environmental Symbol

The circular graphic represents the earth and sun with blue skies (clean air), clean
water, and lush green land expressing the bounty of nature that is necessary for us to
realize a sustainable society where people can enjoy life. The white line through the
middle represents a road where freedom of mobility is realized, while the heart
represents Honda’s thinking and passion toward our environmental commitment.

Realization of safe coexistence of people and mobility

Honda’s quest for safety is not limited to the needs of car drivers and motorcycle
riders. Honda’s total commitment to “Safety for Everyone” extends to passengers,
pedestrians, occupants of other vehicles, and everyone on the road. Honda will
continue to develop and refine its innovative technologies to realize a safer society.
Striving to achieve “Safety for Everyone”

Seeking to manufacture cars that enhance safety, Honda has been working to enhance
active safety and collision safety to help reduce human injuries. In the area of
collision safety, in 1998 Honda announced proprietary G-force Control technology
(G-CON), which controls impact (G) forces in collisions to help reduce injuries to
people. In 2000, Honda opened the world’s first indoor omni-directional crash test
safety facility. Through testing and analysis of real-world accident scenarios, Honda
invented Advanced Compatibility EngineeringTM (ACETM) body technology,
providing enhanced G-CON safeguards and improved self-protective capabilities to
better shield occupants of both vehicles in car-to-car collisions. Honda also created
technology to raise the vehicle hood in car-to-pedestrian collisions, helping to lessen
the potential for pedestrian head injuries. In the area of active safety, in 2003 Honda
devised the Collision Mitigation Braking SystemTM (CMBSTM), which can
anticipate and help reduce the likelihood of a collision with the rear of another
vehicle, as well as seatbelt E-pretensioners. In 2004, Honda developed the world’s
first Intelligent Night Vision System, which uses a far-infrared camera to detect
pedestrians on nighttime roads and then alerts the driver. Honda will continue its
efforts to create technology and equipment for both active and collision safety
measures, helping to ensure the wellbeing of all people on roadways.

World’s first driver-side i-SRS airbag system with continuously staged inflation

In September 2008, Honda developed the world’s first driver-side i-SRS airbag
system with a continuously-staged inflation function that accommodates a wider
range of driver seating positions and types of collisions.* It features spiral-shaped
seams and a gas release control valve designed for optimal control of an airbag’s
internal pressure to achieve prompt and low-impact deployment with continuously-
staged inflation, making it possible to sustain protection for a longer period of time.
Chapter 2
REVIEW OF LITERATURE

Author: Ina Landua; [2008]: Due to environmental legislation, economic influences

and increasing concern about the environment among the general public, today’s
businesses are becoming more committed to environmental issues. Some enterprises
yet have implemented a green strategy. This thesis aims at identifying issues that
determine the long-term efficiency of green marketing and how confidence and trust
plays a role in order to gain competitive advantage through customer satisfaction and
customer retention. The common denominator of both, CRM and green marketing is
the creation of confidence, trust and value for customers. So, focus is laid on
measures that lend credibility to companies’ green marketing by interviewing experts
and observing their opinions about green marketing and eco-labeling.

Author: Parmita Saha; Yanni Zhao; [2005]

: In the last few years we have witnessed a substantial growth of internet-based

services, both from pure Internet businesses and from traditional companies that are
developing online services. One of the key challenges of the Internet as a service
delivery channel is how they manage service quality, which holds a significant
importance to customer satisfaction. The purpose of this research was to gain a better
understanding of the service quality dimensions that affect customer satisfaction in
the Internet banking sector from a consumer perspective. Based on a detailed
literature review, a frame of reference was developed. Five service quality dimensions
were selected to be tested in the Internet banking sector in order to explore the
relationship between service quality and customer satisfaction. A qualitative research
approach was used to get a better understanding of this issue. However, a small
quantitative survey was also conducted to support the results obtained from the
qualitative study. The empirical data were gathered through in-depth interviews with
four people by using a semi-structured questionnaire and a survey were conducted
with 25 people. Data presentation and analysis were done in accordance with the
research questions and the frame of reference. Finally, in the last chapter findings and
conclusions were drawn by answering the research questions. Nine service quality
dimensions in Internet banking were identified in this study (i.e., efficiency,
reliability, responsiveness, fulfillment, privacy, communication, personalization,
technology update, and logistic/technical support). The quality performance of all the
nine dimensions was shown to have a strong impact on customer satisfaction.
Efficiency, reliability, responsiveness, fulfillment, privacy was found to be the core
service quality dimensions in Internet banking. Finally, technology update and
logistical or technical support was two new dimensions found in this study.

Author: Laleh Nosrati; [2008]: The daily growth of the internet and e-commerce has
changed the way of marketing and selling products and services. As a result of
development in electronic information resources and the evolution of the "digital age"
product sellers and information service providers face many new challenges. Internet
is changing the way corporations conduct business with their consumers who are
increasingly expecting higher services, becoming time saved, and wanting more
convenience. In addition e-service quality is an essential strategy to gain success,
according to the results of previous literatures, probably more important than a low
price for online companies. Since one of the main duties of the internet as a
communication channel is how to manage service quality, which holds a significant
importance to customer satisfaction, the purpose of this research is to gain a better
understanding of the impact of web site quality factors on customer satisfaction. Also,
through literature it is clear that there is a relation between e-trust, satisfaction and
quality. For this reason based on a detailed literature review, and in order to find the
impact of website quality factors on customer satisfaction, a model with four website
quality factors was selected to be tested in online bookstores in Iran, and also e-trust
item is added to this model in order to examine the relation of this factor with
satisfaction and quality. Then a quantitative research was conducted and data were
gathered through an online survey. The results in our research suggest that quality has
a strong impact on satisfaction and also e-trust has a reasonable impact on quality and
through quality affects satisfaction. Our findings indicate that reliability is the most
important indicator of quality from the Iranian online book shoppers' perspective. In
addition, since customer service is the only factor that directly affects satisfaction: it is
a key strategy to increase the level of satisfaction straightaway. The results presented
in this research will help companies to locate their position against competitors, pin
point their weak points and determine which website characteristics will improve their
performance and also it can provide an evaluation of the extent to which information
and services comprehensible for all users and to extent to which the features and
functions are necessary to provide an effective and efficient web site to meet the
needs of a divers population of users.

Oladayo Odujobi; [2011]: Customer satisfaction is an increasing challenge for

telecommunication companies. In the last few years, the mobile telecom market has
witnessed a substantial growth and rapid changes globally, as well as domestically in
Nigeria. Customer satisfaction is a critical issue in the success of any business system.
The purpose of this research is to evaluate “whether” and “how” ZAIN customers are
satisfied or dissatisfied with the customer service provided at ZAIN outlets in Port
Harcourt region with the help of service quality by the customers of the outlets. The
research would be based mainly on quantitative method; i.e. questionnaire method
using service quality and satisfaction attributes, along with literature review and
personal interview results to develop the questionnaire. The Service Quality Gap
which aims at measuring the customer satisfaction, by comparing their expectation
and perception of service after experiencing the service, serves as the theoretical
framework for the research. Moreover, SERVQUAL dimensions covering Reliability,
Assurance, Empathy, Responsiveness and Tangibles are used in the further
development of theory and modeling of the questionnaire for this research.

Breaking the Customer Code: A model to Translate Customer Expectations into

Specification Limits

Author: Ruben Gregorio; [2010]: Today, firms compete with services rather than
goods. Large service organizations are beginning to use Six Sigma as continuous
improvement tool. An important part of the Six Sigma methodology is the calculation
of number of defects in the process, i.e. points outside the specification limits. Unlike
goods quality, which can be measured objectively by number of defects, in service
goods the setting up of specification limits is a complicated issue because it is marked
by the use and expectations among the different customers. As Six Sigma was
originally created for manufacturing, this crucial fact is not contemplated in the Six-
Sigma roadmap Define- Measure-Analyze-Improve-Control (DMAIC).

The aim of this thesis is to develop a new model to help the Service Division,
Siemens Industrial Turbo machinery AB to set the specification limits according to
the customer expectations.

A review of relevant literature is used to develop a new integrated model with

ideas from the Kano model, SERVQUAL, Taguchi loss function, Importance
Performance Analysis (IPA) and a new model, the ”Trade-Off Importance”. A survey
was carried out for 18 external customers and internal stakeholders.

The model has demonstrated its robustness and credibility to set the
specification limits. Additionally it is a very powerful tool to set the strategic
directions and for service quality measurement. As far as we know, this thesis is the
first attempt to create a roadmap to set the specification limits in services. Researchers
should find a proposed model to fill the research gap. From a managerial standpoint,
the practical benefits in Siemens Industrial Turbo machinery AB, suggest a new way
of communicating to customers.

A group of researchers of the Center for the Study of Social Policy

(2007)13 conceptualize that satisfaction is based on the customer’s experience of both
contact with the organization (the moment of truth) and personal outcomes.
According to these researchers, satisfaction can be experienced in a variety of
situations and connected to both goods and services. To another extent, these
researchers defined satisfactions as a “highly personal assessment” that is greatly
influenced by “individual expectations”. This definition views “individual” element as
powerful force to create satisfaction. Likewise, many researchers (Oliver, 1981;
Brady and Robertson, 200114) conceptualize customer satisfaction as an individual’s
feeling of pleasure or disappointment resulting from comparing a product’s perceived
performance (or outcome) in relation to his or her expectations.

Yi and La (2004)17 conclude satisfaction into two general conceptualizations:

transaction-specific satisfaction and cumulative satisfaction. Transaction-specific
satisfaction is a customer’s evaluation of his or her experience and reactions to a
particular service encounter (Cronin and Taylor, 1992; Boshoff and Gray, 2004).
Cumulative satisfaction refers to the customer’s overall evaluation of the consumption
experience to date.

Kan (1995) A dissatisfied customer will tell seven to 20 people about their
negative experience. A satisfied customer will only tell three to five people about their
positive experience.

Iacobucci (2001). Customers may explain their satisfaction with a product or

service in terms of specific aspects such as the product attributes, price, customer
service, or a combination of these various features.

Boselie, Hesselink, and Wiele (2002) defined satisfaction as a positive,

affective state resulting from the appraisal of all aspects of a firm’s working
relationship with another firm.
This definition purported that satisfaction (understood as affective) can be
contrasted with an objective summary assessment of outcomes – thereby forming a
target-performance comparison mechanism. Therefore, the appropriate definition of
customer satisfaction for this study would be the one by Boselie et al. (2002).

Edelman (2006) emphasizes that customer service failures can create conflicts
and sabotage business. In fact, Terrence J.Levesque and Gordon H.G. McDougall,
professors of Business and Economics at Wilfred Laurier University, warned in their
study (as cited in Keaveney, 1995) that service failures cause customers to change
service provider. Levesque and McDougall (2000) describe such service failures as
situations where the customer dose not gain the expected service guaranteed by the
provider (2000). The authors (Levesque & McDougall, 2000).

Zeithaml & Bitner states that:

"Service quality is a focused evaluation that reflects the customer's perception of

specific dimensions of service: reliability, responsiveness, assurance, Empathy,
tangibles. Satisfaction, on other hand, is more inclusive: it is influenced by
perceptions of service quality, product quality, and price as well as situational factors
and personal factors.

1. The external customer is someone who signs a check, pays our employer, and
ultimately makes our paycheck possible. External customers have choice, and if they
don't like your product or service can take their business elsewhere.

2. An internal customer or internal service provider can be anyone in the

organization. An internal customer can be a co-worker, another department, or a
distributor who depends upon us to provide products or services which in turn are
utilized to create a deliverable for the external customer. In general, internal
customers don't have a choice. For example, if the sales department doesn't like
accounting's credit policies, they can't fire that department and hire another.

Great (external) customer service creates customer satisfaction, customer loyalty, and
customer retention. So why all the fuss about internal customers, especially when
retention isn't an issue?

Outstanding internal customer service is simply good business. Internal customer

service can flourish only in high communication environment. To create positive
internal customer service, all departments work together cooperatively, agree on
processes and procedures, and negotiate expectations. Like gears meshing in sync,
interdependent business units meet each others' needs, work productively together to
meet common goals, and deliver high quality products and service to the external
customer.

The focus on developing effective internal customer service helps organizations cut
costs, increase productivity, improve interdepartmental communication and
cooperation, boost employee morale, align goals, harmonize processes and
procedures, replace interdepartmental competition with interdepartmental cooperation
and deliver better service to the external customer. Excellent service to the external
customer is dependent upon healthy internal customer service practices.
Service quality:

Service quality involves a comparison of expectations with performance. According

to Lewis and Booms (1983) service quality is a measure of how well a delivered
service matches the customer’s expectations.

Generally the customer is requesting a service at the service interface where the
service encounter is being realized, and then the service is being provided by the
provider and in the same time delivered to or consumed by the customer.

The main reason to focus on quality is to meet customer needs while remaining
economically competitive in the same time. This means satisfying customer needs is
very important for the enterprises to survive. The outcome of using quality practices
is:

 Understanding and improving of operational processes

 Identifying problems quickly and systematically
 Establishing valid and reliable service performance measures
 Measuring customer satisfaction and other performance outcomes

“Service quality is a business administration's term and describes the degree of

achievement of an ordered service”.

In this connection, objective and subjective service quality can be distinguished.

 Objective service quality is the concrete measurable conformity of a working

result with the previous defined benefit; since the measurability is remarkable
dependent on the definition's accuracy, a measurable quality criterion easily
can turn out as a subjective one.

 Subjective service quality is the customers perceived conformity of the

working result with the expected benefit; this perception is overlayed with the
customer’s original imagination of the service and the service provider’s talent
to present his performance as a good one.
Moreover, a defined result can turn out as unreachable. Then the best possible
achievable result would be the objective ideal result, but subjective still be an
unsatisfactory result of a service.

Service quality can be related to service potential, service process or service result.
In this way for example, potential quality can be understood as the co-workers
qualification, process quality as the speed of the generated service and result quality
as how much the performance matched the customer’s wishes.
CHAPTER-3

OBJECTIVES AND RESEARCH METHODOLOGY

STATEMENT OF THE PROBLEM

The problem selected for present study is to identify the customer expectation of
Honda cars among the customers at Chennai city.
Since it is said “A problem well defined is half solved”. The problem is
specified clearly with which aspect it should be carried out. The main purpose of the
study is to know the customer expectation and their perception towards the Honda
cars owners in Chennai. To know the satisfaction level of the product dealt and thus
improve distribution pattern. Also to know reason for purchasing more of specified
company brand and thus improve in that aspect. To know the level of awareness
about choice brand of the equipment and also the awareness about the different brand
in the market, this would help to attain the company to take appropriate steps.

The title of this project clearly states that the purpose of the study is to know
the customer perception of Honda cars owners. Also the study is an attempt to know
the exact expectation of customers in Chennai region for the company to do good
business.

SCOPE OF THE STUDY

The study is mainly intended to ascertain customer satisfaction and factors

influencing product selection. It is believed that such a study will throw light on the
strength and weakness of the dealer on one hand, its opportunity and threats on the
other hand. The scope is mainly focused on giving information to the company about
what to do or what are the pitfalls or weakness that the company is presently having.
These weaknesses can be studied in detail or in depth and good remedies can be taken
to improve the company's well being.

The scope also extents about to know what are people's opinion about the
company's service and product, their awareness, likes and dislikes and the company
can take into consideration the suggestion made by them if they compensate with
company's view and policies. And thus findings and other study may help the service
provider to analyze the needs of the people and bring before them what they needed
and moreover to attain a competitive edge over its rival.

OBJECTIVES OF THE STUDY

Primary objective

To study the customer preference towards the Honda cars from the
customers.

Secondary Objective

1. To find out the factors influencing the customer preference while selecting
the product.
2. To study the customer satisfaction level towards Honda cars
3. To know about the customer opinion on after sales
4. To offer suitable suggestions to improve customer satisfaction.

LIMITATIONS OF THE STUDY

1. A major limitation of the study was the time factor. Due to which sample size
had to be restricted.
2. The study was restricted to the customers in Tirupur City. So the findings
can’t be generalized to the entire market.
3 Information gathered from the respondents may be biased.
4. Sample size has been limited to 110 Honda car owners.

METHODOLOGY OF THE STUDY

RESEARCH DESIGN

Descriptive research design was used to conduct this study. The main
characteristics of this method is that the researcher as no control over the variable.
Description study is adapted as the research design. description study is designed to
description the characterized of user of a given product, the degree to which product
use, varies with age, sex, income level, family size or other characteristics.
SAMPLE DESIGN

Sample design refers to the technique or the procedure the research would
adopt in selecting item for the sample.

SAMPLING UNIT

Sampling unit is the basic unit containing the elements of a target population.
The sampling unit of the study is Chennai city.

SAMPLE SIZE

The study contains a sample size of 110 customers.

SAMPLING TECHNIQUES

In this study non-probability sampling has been adopted. Under the non-
probability sampling convenience sampling has taken for the purpose of study.

The sampling units are chosen primarily on basis of convenience sampling.

DATA COLLECTION METHOD

The data was collected from the both primary and secondary sources.

PRIMARY DATA

The researcher had collected primary data, which had obtained by a study
specifically designed to fulfill data needs of the problem at hand such data are original
as character. They are also follows,

QUESTIONNAIRE TYPE

The structured questionnaire was used for collecting the data. The
questionnaire include two type,

1. Multiple choice questions

It is very easy and convenient for the respondents answer. It offers three or
more answer choices.
SECONDARY DATA

05555555555550020 I;6O8P The researcher uses different sources to collect

the data’s, such as company publications, business journals, magazines, project
reports etc.

TOOLS USED FOR ANALYSIS DATA

PERCENTAGE ANALYSIS
Percentage refers to special kind of ratio. Percentage are used to make a
comparison between two or more serious of data. The percentage method is
sometimes used for describing relationship. Since the percentage reduce everything to
a common bases and there allows meaningful comparison to be made. The researcher
had used the following charts for representing a data,

1. Bar chart
2. Pie chart

Bar Chart

Bar chart consists of two axis, X-axis and Y-axis. In these two axis we give
the number of respondent and their percentage respectively.

Pie Chart

It is in a round manner which shows different values in different colors or

shades, inside a round diagram or in separate pieces of a circle.

A marketer is someone seeking a response (attention, a purchase, a vote, a

donation) from another party, called the prospect. If two parties are seeking to sell
something to each other, we call them both marketers.
CHAPTER 4

DATA ANALYSIS AND INTERPRETATION

PERCENTAGE ANALYSIS

Percentage analysis is used for the factors like age, gender, marital status,
family composition etc., and each factor is represented in the form of table here under.
Table 1

Gender of the respondents

S.No Gender No. of respondents Percentage

1 Male 92 83.6

2 Female 18 16.4

Total 110 100.0

Interpretation

The table above shows that 83.6% of the respondents are male and 16.4% of
them are female.

Chart 1

Gender of the respondents

Female
16%

Male
84%
 Table 2

Age wise classification of the respondents

S.No Age group No. of respondents Percentage

1 18 – 24 32 29.1

2 25-31 50 45.4

3 32-38 26 23.6

4 39 & above 2 1.9

Total 110 100.0

Interpretation

From the above table it is inferred that 45.4% of the respondents come under
the age group of 18-24 years, 29.1% come under age group 18 - 24 years, 23.6%
come under the age group 31-38 years and only 1.9% are come under the age group of
above 50 years.
Thus the majority of the respondents are in the age group of 25-31 years.
Chart 2

Age wise classification of the respondents

50 45.4

45

40

35
29.1
30
Percentage

23.6
25

20

15

10
1.9
5

0
18 - 24 25-31 32-38 39 & above
Age group
Table 3

Marital status of the respondents

S.No Marital status No. of respondents Percentage

1 Married 76 69.1

2 Unmarried 34 30.9

3 Total 110 100.0

Interpretation

The table above shows that 69.1% of the respondents are married and 30.9%
of them are unmarried.

Chart 3

Marital status of the respondents

31%

Married
Unmarried

69%
Table 4

Family Composition

S.No Family members No. of respondents Percentage

1 Up to 3 members 32 29.1

2 4 - 6 members 71 64.5

3 Above 6 members 7 6.4

Total 110 100.0

Interpretation

The above table shows that, out of 110 respondents, 64.5% fall in the family
group of 4 to 6 members, 29.1% fall in the family group of up to 3 members and 6.4%
fall in the family group of more than 6 members.

Chart 4

Family Composition

Percent

64.5
70

60

50
Percentage

40 29.1

30

20
6.4
10

0
Upto 3 members 4 - 6 members Above 6 members
No. of family members
Table 5

Educational qualification of the respondents

S.No Educational qualification No. of respondents Percentage

1 HSC 8 7.3

2 Graduate 98 89.1

3 Diploma holder 4 3.6

Total 110 100.0

Interpretation

The above table shows the educational qualification of respondents.

Respondents of 89.1% are graduates, 7.3% are higher secondary and 3.6% are
diploma holder.

Most of the respondents are UG degree holders.

Chart 5
 6

Series 1
3
Series 2
Series 3
2

0
Category 1 Category 2 Category 3 Category 4

Educational qualification of the respondents

89.1
90

80

70

60
Percentage

50

40

30

20
7.3 3.6
10

0
HSC Graduate Diploma holder
Educational Qualification
Table 6

Occupation of the respondents

S.No Occupation No. of respondents Percentage

1 Employee 97 88.2

2 Self-employed 11 10.0

3 Others 2 1.8

Total 110 100.0

Interpretation

Cars are used for easy transport from one place to another place, and more
over occupation plays a key role in this regard. The study shows that respondents of
88.2% are employed, 10.0% are self employed, and 1.8% come under the category of
professionals.

Majority of the respondents are employed.

Chart 6

Occupation of the respondents

88.2
90

80

70

60
Percentage

50

40

30

20 10
1.8
10

0
Employee Self-employee Others
Occupation
Table 7

Income of the respondents

S.No Monthly Income (Rs.) No. of respondents Percentage

1 Below 15000 68 61.8

2 15001-30000 33 30.0

3 Above 30000 9 8.2

Total 110 100.0

Interpretation

Income is also a main factor that decides in the possession of cars. Out of 110
respondents 61.8% are earning below Rs. 15000 monthly, 30.0% of them are earning
between Rs.15, 001 – 30,000 and, 8.2% are earning above Rs. 30000.

Chart 7

Income of the respondents

70
61.8

60

50
Percentage

40
30
30

20
8.2
10

0
Below 15000 15000-30000 Above 30000
Monthly Income
Table 8

Purpose of the possession

S.No Purpose No. of respondents Percentage

1 Time saving 13 11.8

2 Comfort 65 59.1

3 Social status 20 18.2

4 Others 12 10.9

Total 110 100.0

Interpretation

The above table shows the respondents of 59.1% have purchased the vehicle
for their personal use, 18.2% for social status and 11.8% have purchased for time
saving and 10.9% owned for other reasons.
 Chart 8

Purpose of the possession

59.1
60

50

40
Percentage

30

18.2
20
11.8
10.9
10

0
Time saving Comfort Social status Others
Purpose
Table 9

Model of the car

S.No Model No. of respondents Percentage

1 Petrol 34 30.9

2 Diesel 76 69.1

Total 110 100.0

Interpretation

The above table shows that 69.1% of total respondents have purchased the
diesel car, followed by 30.9% are using petrol car.
Chart 9

Model of the car

Petrol
31%

Diesel
69%
Table 10

Knowledge source about the brand

S.No Sources of knowledge No. of Percentag

respondent e
s

1 Advertisement 43 39.1

2 Suggestion given by friends & relatives 34 30.9

3 Show-room display 38 34.5

4 Others 7 6.4

Interpretation

The table above shows that respondents of 39.1% are aware through
advertisements, 34.5% are familiar from suggestions given by friends and relatives,
and 30.9% from show room display etc., about Honda car.

Thus majority of the respondents got knowledge about Honda car through
advertisements.
Chart 10

Knowledge source about the brand

6.4

Advertisement
39.1
Suggestion given by friends &
relatives
34.5 Show-room display

Others

30.9
Table 11

Factors influenced to purchase the Honda car

S.No Factors influenced No. of respondents Percentage

1 Mileage 53 48.2

2 Appearance 41 37.3

3 Brand loyalty 37 33.6

4 Pick-up engine 37 33.6

5 Performance 58 52.7

6 Comfort 52 47.3

7 Size of the Car 38 34.5

8 Price 26 23.6

9 Others 10 9.1

Interpretation

When people purchase car they are influenced by the various factors like
price, style, comfort etc. The study conveys respondents of that 48.2% are
influenced by mileage, 37.3% by appearance, 33.6% by brand loyalty, 33.6% by pick-
up of engine, 52.7% considered performance, 47.3% considered comfort, 34.5%
influenced by size of the car, 23.6% by price and 9.1% influenced by other factors of
Honda car.
Chart 11

Factors influenced to purchase the Honda car

60
52.7
48.2 47.3
50

37.3
40 33.6
33.6 34.5
Percentage

30
23.6

20

9.1
10

Factors
Table 12

SATISFACTION ON MILEAGE OF HONDA CAR

S.No Level of Satisfaction No. of respondents Percentag

e

1 Highly satisfied 60 54.5

2 Satisfied 40 36.4

3 Neutral 6 5.5

4 Dissatisfied 4 3.6

5 Highly dissatisfied - -

Total 110 100.0

Interpretation

The above table shows the respondents satisfaction level based on mileage of
Honda car.

The study reveals respondents of 54.5% were highly satisfied, 36.4% were
satisfied, 5.5% were neutral, and 3.6% were dissatisfied with the mileage of Honda
car.
Chart 12

SATISFACTION ON MILEAGE OF HONDA CAR

 Table 13

60 SATISFACTION
54.5 LEVEL ON APPEARANCE OF HONDA CAR

50
S.No Level of Satisfaction No. of Percentage
36.4
40 respondents
Percentage

1 Highly satisfied 63 57.3

30
2 Satisfied 41 37.3

3 Neutral 2 1.8
20
4 Dissatisfied 2 1.8
5.5
510 Highly Dissatisfied 2 3.6
1.8

Total 110 100.0

0
Highly satisfied Satisfied Neutral Dissatisfied
Level of Satisfaction

Interpretation

The above table shows the respondents satisfaction level on appearance of

Honda car.

The study reveals that respondents of 57.3% were highly satisfied, 37.3% were
satisfied, and similar percentage (1.8%) of them were neutral, dissatisfied and highly
dissatisfied respectively, with the appearance of Honda car.
 Chart 13

SATISFACTION ON APPEARANCE OF HONDA CAR

60 57.3

50

37.3
40
Percentage

30

20

10
1.8 1.8 1.8

0
Highly Satisfied Neutral Dissatisfied Highly
satisfied Dissatisfied
Level of Satisfaction
Table 14

SATISFACTION ON BRAND OF HONDA CAR

S.No Level of Satisfaction No. of Percentage

respondents

1 Highly satisfied 72 65.5

2 Satisfied 32 29.1

3 Neutral 4 3.6

4 Dissatisfied 2 1.8

5 Highly dissatisfied - -

Total 110 100.0

Interpretation

The above table shows the respondents satisfaction level based on satisfaction
on brand image of Honda car.

The study reveals that respondents of 65.5% were highly satisfied, 29.1% were
satisfied, 3.6% were neutral and 1.8% were dissatisfied with the brand image of
Honda car.
Chart 14

SATISFACTION ON BRAND OF HONDA CAR

70 65.5

60

50

40
Percentage

29.1
30

20

10 3.6 1.8

0
Highly satisfied Satisfied Neutral Dissatisfied
Level of Satisfaction
Table 15

SATISFACTION ON ENGINE PICK-UP OF HONDA CAR

S.No Level of Satisfaction No. of respondents Percentag

e

1 Highly satisfied 53 48.2

2 Satisfied 49 44.5

3 Neutral 4 3.6

4 Dissatisfied 2 1.8

5 Highly Dissatisfied 2 1.8

Total 110 100.0

Interpretation

The above table shows the respondents satisfaction level based on satisfaction
on engine pick-up of Honda car.

The study reveals that respondents of 48.2% were highly satisfied, 44.5% were
satisfied, 3.6% were neutral, similar percentage (1.8%) were dissatisfied and highly
dissatisfied with the engine pick-up of Honda car.
Chart 15

SATISFACTION ON ENGINE PICK-UP OF HONDA CAR

50 48.2
44.5
45

40

35

30
Percentage

25

20

15

10
3.6
5 1.8 1.8

0
Highly Satisfied Neutral Dissatisfied Highly
satisfied Dissatisfied
Level of Satisfaction
Table 16

SATISFACTION OF PERFORMANCE OF HONDA CAR

S.No Level of Satisfaction No. of respondents Percentage

1 Highly satisfied 77 70.0

2 Satisfied 29 26.4

3 Dissatisfied 4 3.6

Total 110 100.0

Interpretation

The above table shows the respondents satisfaction level based on

performance of Honda car.

The study reveals that respondents of 70% were highly satisfied, 26.4% were
satisfied, and 3.6% were dissatisfied with the performance of Honda car.
Chart 16

SATISFACTION ON PERFORMANCE OF HONDA CAR

70
70

60

50

40
Percentage

26.4
30

20

10 3.6

0
Highly satisfied Satisfied Dissatisfied
Level of satisfaction
Table 17

SATISFACTION ON COMFORT OF HONDA CAR

S.No Level of Satisfaction No. of respondents Percentag

e

1 Highly satisfied 67 60.9

2 Satisfied 34 30.9

3 Neutral 5 4.5

4 Dissatisfied 4 3.6

5 Highly dissatisfied - -

Total 110 100.0

Interpretation

The above table shows the respondents satisfaction level based on comfort of
Honda car.

The study exhibits respondents of 60.9% were highly satisfied 30.9% were
satisfied, 4.5% were neutral, and 3.6% were dissatisfied with the comfort of Honda
car.
Chart 17

SATISFACTION ON COMFORT OF HONDA CAR

Table 18

SATISFACTION ON SIZE OF HONDA CAR

70
60.9

60

S.No 50 Level of Satisfaction No. of respondents Percentage

1 Highly satisfied 72 65.5

40
Percentage

2 Satisfied 30.9 28 25.5

3 30 Neutral 10 9.1

4 Dissatisfied - -
20
5 Highly dissatisfied - -
4.5 3.6
10 Total 110 100.0

0
Highly satisfied Satisfied Neutral Dissatisfied
Level of Satisfaction
Interpretation

The above table shows the respondents satisfaction level based on size of
Honda car.

The study reveals that respondents of 65.5% were highly satisfied, 25.5%
satisfied and 9.1% were neutral in their opinion with the size of Honda car.
Chart 18

SATISFACTION ON SIZE OF HONDA CAR

Table 19

SATISFACTION ON PRICE OF HONDA CAR

65.5
70

60
S.No Level of Satisfaction No. of respondents Percentage

1 50 Highly satisfied 40 36.4

2 Satisfied 58 52.7
40
Percentage

3 Neutral 6
25.5 5.5
30
4 Dissatisfied 6 5.5

5 20 Highly dissatisfied
9.1
Total 110 100.0
10

0
Highly satisfied Satisfied Neutral
Level of satisfaction
Interpretation

The above table shows the respondents satisfaction level based on price of
Honda car.

The study reveals that respondents of 52.7% were satisfied, 36.4% were highly
satisfied, 5.5% were neutral, and 5.5% were dissatisfied with the price of Honda car.
Chart 19

SATISFACTION ON PRICE OF HONDA CAR

Table 20

SATISFACTION ON SERVICE OF HONDA CAR

60
52.7

50
S.No Level of Satisfaction No. of Percentage
40 36.4 respondents
Percentage

1 Highly satisfied 62 56.4

30
2 Satisfied 36 32.7

3 Neutral 8 7.3
20
4 Dissatisfied 2 1.8

5 10 Highly Dissatisfied 2 5.5 1.8

5.5
Total 110 100.0
0
Highly satisfied Satisfied Neutral Dissatisfied
Level of Satisfaction

Interpretation

The above table shows the respondents satisfaction level based on service of
Honda car.

The study exhibits that respondents of 56.4% were highly satisfied, 32.7%
were satisfied, 7.3% were neutral, 1.8% were dissatisfied and 1.8% were highly
satisfied with the service provided by Honda car.
Chart 20

SATISFACTION ON SERVICE OF HONDA CAR

Table 21

SATISFACTION56.4
ON COLOUR OF HONDA CAR
60

50

40
S.No 32.7
Level of Satisfaction No. of Percentage
Percentage

respondents
30
1 Highly satisfied 61 55.5

2 20 Satisfied 41 37.3

3 Neutral 7.3 4 3.6

10
1.8 1.8
4 Dissatisfied 2 1.8

5 0 Highly Dissatisfied 2 1.8

Highly Satisfied Neutral Dissatisfied Highly
satisfied
Total 110 Dissatisfied
100.0
Level of Satisfaction

Interpretation

The above table shows the respondents satisfaction level based on colour of
Honda car.

The study reveals that respondents of 55.5% were satisfied, 37.3% were highly
satisfied, 3.6% were neutral, 1.8% were dissatisfied and remaining 1.8% were highly
dissatisfied with the price of Honda car.
 Chart 21

SATISFACTION ON COLOUR OF HONDA CAR

60 55.5

50

37.3
40
Percentage

30

20

10 3.6 1.8
1.8

0
Highly Satisfied Neutral Dissatisfied Highly
satisfied Dissatisfied
Level of Satisfaction
Table 22

SATISFACTION ON SPARES AVAILABILITY OF HONDA CAR

S.No Level of Satisfaction No. of Percentage

respondents

1 Highly satisfied 56 50.9

2 Satisfied 44 40.0

3 Neutral 6 5.5

4 Dissatisfied 2 1.8

5 Highly Dissatisfied 2 1.8

Total 110 100.0

Interpretation

The above table shows the respondents satisfaction level based on the
availability of the spares of Honda car.

The study reveals that respondents of 50.9% were highly satisfied, 40.0% were
satisfied, 5.5% were neutral, 1.8% were dissatisfied and remaining 1.8% were highly
dissatisfied with the spares availability of Honda car.
Chart 22

SATISFACTION ON SPARES AVAILABILITY OF HONDA CAR

 Table 23
60
SATISFACTION ON OVERALL PERFORMANCE OF HONDA CAR
50.9
50

40
40
S.No Level of Satisfaction No. of respondents Percentage
Percentage

1 30 Highly satisfied 72 65.5

2 Satisfied 27 24.5
20
3 Neutral 10 9.1

4 10 Dissatisfied 1 0.9
5.5
1.8 1.8
5 Highly dissatisfied - -
0 Total 110 100.0
Highly Satisfied Neutral Dissatisfied Highly
satisfied Dissatisfied
Level of Satisfaction

Interpretation

The above table shows the respondents satisfaction level based on overall
performance of Honda car.

The study reveals that respondents of 65.5% were highly satisfied, 24.5% were
satisfied, 9.1% were neutral, and 0.9% were dissatisfied with the overall performance
of Honda car.
Chart 23

SATISFACTION ON OVERALL PERFORMANCE OF HONDA CAR

 Table 24
65.5
70
OPINION ON PERFORMANCE OF SALES ENGINEERS

60

50

S.No Opinion No. of respondents Percentage

Percentage

40
1 Excellent 54 49.1

230 Good 24.5 54 49.1

3 Average 2 1.8
20
Total 110 9.1 100.0
10 0.9

0
Highly satisfied Satisfied Neutral Dissatisfied
Interpretation Level of Satisfaction

The above table shows respondents of 49.1% were excellent, 49.1% were
good and 1.8% were average, with the performance of sales engineers
Chart 24

OPINION ON PERFORMANCE OF SALES ENGINEERS

 Table 25

MODE OF PAYMENT MADE WHILE AT PURCHASE

49.1 49.1
50

45

40
S.No Mode of payment No. of Percentage
35
respondents
30
Percentage

1 Cash 18 16.4
25
2 Installments 30 27.3
20
3 By cheque 9 8.2
15
4 Bank loans 53 48.2
10 1.8 100.0
Total 110
5

0
Excellent Good Average
Interpretation Opinion

The above table reveals the mode of payment of the respondents. 48.2% paid
through bank loans, 27.3% paid in installments, 16.4% paid ready cash and remaining
8.2% paid by cheque.
Chart 25

MODE OF PAYMENT MADE WHILE PURCHASE

 CHAPTER 5

FINDINGS, SUGGESTIONS AND CONCLUSION

48.2
50SUMMARY OF FINDINGS

45It is found that majority (83.6%) of the respondents are male.

401. The study reveals that majority (45.4%) of the respondents come under the age
group of 18-24 years.
35
2. The study reveals that majority
27.3 69.1% of the respondents are married.
303. Majority 64.5% of them fall in the family group of 4 to 6 members.
Percentage

254. The study exhibits that majority (89.1%) of them are graduates.
5. The study
16.4 reveals that majority (88.2%) of respondents are employed.
20
6. The study reveals that majority (61.8%) of them are earning below Rs. 15000
15
monthly. 8.2
107. The study shows that 59.1% of total respondents have purchased the vehicle

5 for their personal use.

8. The study reveals that majority 69.1% of total respondents have purchased the
0
diesel car.
Cash Installments By cheque Bank loans
9. The study shows that 39.1% of the respondents
Mode of payment came to know about Honda car
through advertisements, and 34.5% through suggestions given by friends and
relatives.
10. Respondents of 52.7% considered performance, 48.2% influenced by mileage,
and 37.3% by appearance while purchasing the Honda car.
11. The study shows that 54.5% of the respondents were highly satisfied with the
mileage of Honda car.
12. The study shows that 57.3% of the respondents were highly satisfied with the
appearance of Honda car.
13. The study reveals that majority 65.5% of the respondents were highly satisfied
with the brand image of Honda car.
14. 48.2% of the respondents were highly satisfied with the engine pick-up of
Honda car.
15. The study reveals that majority 70% of the respondents were highly satisfied
with the performance of Honda car.
16. The study reveals that majority 60.9% of the respondents were highly satisfied
with the comfort of Honda car.
17. The study reveals that majority 65.5% of the respondents were highly satisfied
with the size of Honda car.
18. The study shows that 52.7% of the respondents were satisfied with the price of
Honda car.
19. The study exhibit that 56.4% of the respondents were highly satisfied with the
service of Honda car.
20. The study reveals that 55.5% of the respondents were satisfied with the colour
of Honda car.
21. The study reveals that 50.9% of the respondents were highly satisfied with the
spares availability of Honda car.
22. The study reveals that majority 65.5% of the respondents were satisfied with
the colour of Honda car.
23. The study reveals that 49.1% of the respondents opined that the performance
of sales engineers were excellent.
24. The study reveals that 48.2% respondents purchased through bank loans.

SUGGESTIONS

 Honda car should undertake strategies to get competitive advantage.

 Advertisement also plays an important role in the features that attract the
customers, but, the product awareness through radio, T.V, and channels are
nil. So bringing out advertisement in news papers, T.V, and hoarding can
help the company to place its products in the mind of the customers in a better
way. The news paper ads should be brought out in English National Daily on a
continuous basis during the festival season and discount offer.
 Since the Honda car having effective competitors, they can be promoting
brand ambassadors to attract customers by the way of advertisements.
 Company should have to undertake checkup camp and service camp, which is
helpful to increase customer relation.
 The company should maintain better customer relationship.
  Motivation techniques are the best strategy to improve effectiveness and
efficiency of sales executives and company should consider some measures to
motivate the sales persons.

CONCLUSION

In India there are number of branded Car Manufacturers trying to get

leadership position in the market, but this is possible only through boosting the
customer satisfaction and brand preference among the people.

Many firms and companies try to attain number one position and improve its
image by creating awareness about their brand and depend upon the potential market.

The analysis of the study show that our brand Honda car have at most
satisfaction among the customers, but to get the number one position in this
competitive market, Honda car has to improve their effective sales, personals,
promotional and advertising activities through famous medium.

As per the study Honda car having very good customer satisfaction, only few
are deviated. Based on the above points the company and dealer can improve their
services towards the maximum customer satisfaction,