Customer Satisfaction Towards Honda Two-

Wheeler

 Adissertation project reportsubmitted in the partial fulfillment of

the requirements of :

ARKA JAIN UNIVERSITY

for the award of the degree of
BACHELOR OF BUSINESS ADMINISTRATION
for the session 2017-20

Faculty Mentor:
Submitted By
Name: Dr. Nikita Shukla
Name : SUMIT KUMAR SINGH
Designation: Asst. Professor
Enrollment Number: AJU/00434/17
ARKA JAIN UNIVERSITY
  

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 DECLARATION

I hereby declare that the project entitled ““A Study on Customer Satisfaction of Honda
Two- Wheeler ”, submitted to Arka Jain University in partial fulfillment of the requirement
for the “Dissertation project”. It is record of original work done by me under the guidance of
Dr. Nikita Shukla , Asst Professor, ARKA Jain UNIVERSITY.

SUMIT KUMAR SINGH

ENROLL NO.- AJU/00434/17

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 ACKNOWLEDGEMENT

I would then like to thank my faculty guide, Dr. Nikita Shukla, Asst Professor for all his
valuable inputs and constant support towards me throughout my project and providing me an
opportunity to learn outside the classroom. It was a truly wonderful learning experience.

I would like to dedicate this project to my parents. Without their help and constant support
this project would not have been possible.

Last but not the least I would like to thank all the respondents who offered their opinions and
suggestions and sometimes-critical views throughout the survey that made me constantly
update myself come out with a successful project.

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 TABLE OF CONTENTS

CHAPTERS CONTENTS PAGE NO

CHAPTER1 INTRODUCTION 5-8

CHAPTER 2 REVIEW OF LITERATURE 9-11
CHAPTER 3 OBJECTIVE OF THE STUDY 12
CHAPTER 4 RESEARCH METHODOLOGY 13-16
CHAPTER 5 DATA ANALYSIS AND INTERPERTATION 17-40

CHAPTER 6 FINDINGS 41

CHAPTER 7 SUGGESTIONS 42

CHAPTER8 CONCLUSION 43

CHAPTER9 BIBLIOGRAPHY 44
ANNEXURE 45-50

CHAPTER-1

INTRODUCTION

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 ● HONDA

Honda is the world's largest manufacturer of 2-wheelers. Its symbol, the Wings, represents
the company's unwavering dedication in achieving goals that are unique and above all,
conforming to international norms. These wings are now in India as Honda Motorcycle &
Scooter India Pvt. Ltd. (HMSI), a wholly owned subsidiary of Honda MotorCompany Ltd.,
Japan. These wings are here to initiate a change and make a difference in the Indian 2-
wheeler industry. Honda's dream for India is to not only manufacture 2-wheelers of global
quality, but also meet and exceed the expectations of Indian customers with outstanding after
sales support.

● ORIGIN OF THE ORGANIZATION

Honda Activa is the first scooter model of HMSI for the Indian market. It has revitalized the
Indian scooter market after its launch in the year 2000. Within the 1st year of its launch it has
been awarded the 'Scooter of the Year' by Overdrive magazine and also the 'Readers Choice
Award' for the best scooter by Auto India Magazine. The Honda Activa has set a new
standard for new era of scooters in India. It has been developed exclusively for the Indian
market after closely examining the changing lifestyles, wants and needs of the consumers.

The Honda Activa has been designed to cater peoplewho believe:

• The conventional Indian scooter is too big and difficult to handle.

• The scooterette is too small and similar to mopeds 18.

The Honda Activa is equipped with a number of new functions and mechanisms, introduced
for the first time in India. It is designed to offer greater functionality, performance, economy,
and ease of handling and maintenance to a wide cross-section of the Indian society.

As responsible members of society and industry, Honda Motorcycle and Scooters India Pvt.
Ltd. manufacturer of two wheelers, recognize that wellbeing of humans and conservation of
earth's environment is important. By adopting environmental management system, HMSI is
moving towards realization of Honda's green factory concept. HMSI tries continually to
monitor, improve and conserve the environment in which we operate. HMSI is committed to
achieve, environmental excellence in all its industrial activities, in the following ways:

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● Conserving environment through preventing pollution at its source of generation and
strengthening our existing pollution control system.
● Promoting conservation of resources such as energy, water, oil and grease and other
raw materials, by reusing, recycling and minimizing the waste generation.
● Complying with all applicable legal/regulatory requirements and strive to go beyond
wherever possible.
● Regular monitoring and reviewing of environmental objectives and targets.
● Increasing environment awareness and competence amongst our employees and
encourage vendors & dealers to adopt Execution Management System.

PRODUCT PROFILE

HONDA ACTIVA
Technical Specifications:
Engine:
Engine 4-stroke, single cylinder, air cooled,

OHC
Displacement 109cc
Maximum Power 8 bhp @ 7500 rpm
Maximum Torque 0.9 Kg-m @5500 rpm
Transmission V-matic
Ignition Self & Kick
Electricals :
Battery 12V, 5Ah

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 Headlamp 35/35W Halogen
Chassis :
Frame High Rigidity Underbone Type
Dimension 1761 x 710 x 1147mm
Wheel base 1238mm
Seat Height 765mm
Ground Clearance 145mm
Suspension :
Front Bottom link with Spring loaded

Hydraulic Damper
Rear Unit Swing with Spring loaded

Hydraulic Damper
Tyre size:
Front 90/100-10 53 J
Rear 90/100-10 53 J
Brakes :
Front Drum, 130mm Diameter (with CBS)
Rear Drum, 130mm Diameter (with CBS)
Fuel Tank Capacity:
Fuel Tank Capacity 5.3 Litres
Under seat Storage 18 litres

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Colours:
➢Strand silver metallic
➢Black
➢Laser red
➢Precious gold metallic
➢Azure blue metallic

Features:

● Aerodynamic Design: The Honda Activa has an aerodynamic body that helps
cool the engine through smoother airflow. It also helps to lower fuel
consumption by lowering air resistance.

● Tuff up Tube: The Tyres of the Honda Activa have double layered tubes with
fluid in between. This seals the air leakage in case of a puncture to ensure that
the rider enjoys a hassle-free ride.
● Under Seat Box: Neatly hidden beneath the seat of the Honda Activa is space
that can comfortably hold a helmet or any other thing you wish to put away.
● CLIC: The „Convenient Lift-up Independent Cover‟ enables one to easily
lift-up the Honda Activa‟s body cover, like the bonnet of a car.This makes
routine maintenance easier and faster.

● Multi-Reflector headlamp: Honda Activa has a powerful and very stylish

multi-reflector headlamp that increases road visibility to make night driving a
safe experience.

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CHAPTER 2

REVIEWS OF LITERATURE

Rade B. Vukmir, (2006)1 (University of Pittsburgh Medical Center Northwest, Seneca,

Pennsylvania, USA) "Customer satisfaction", International Journal of Health Care Quality
Assurance. This paper seeks to present an analysis of the literature examining objective
information concerning the subject of customer service, as it applies to the current medical
practice. Hopefully, this information will be synthesized to generate a cogent approach to
correlate customer service with quality. Articles were obtained by an English language search
of MEDLINE from January 1976 to July 2005. This computerized search was supplemented
with literature from the author's personal collection of peer-reviewed articles on customer
service in a medical setting. This information was presented in a qualitative fashion. There is
a significant lack of objective data correlating customer service objectives, patient
satisfaction and quality of care. Patients present predominantly for the convenience of
emergency department care. Specifics of satisfaction are directed to the timing, and amount
of “caring”. Demographic correlates including symptom presentation, practice style, location
and physician issues directly influence satisfaction. It is most helpful to develop a productive
plan for the “difficult patient”, emphasizing communication and empathy. Profiling of the
customer satisfaction experience is best accomplished by examining the specifics of
satisfaction, nature of the ED patient, demographic profile, symptom presentation and
physician interventions emphasizing communication – especially with the difficult patient.
The current emergency medicine customer service dilemmas are a complex interaction of
both patient and physician factors specifically targeting both efficiency and patient
satisfaction. Awareness of these issues particular to the emergency patient can help to
maximize efficiency, minimize subsequent medico legal risk and improve patient care if a
tailored management plan is formulated.

Don O'Sullivan, John McCallig, (2012)2"Customer satisfaction, earnings and firm value", in
their research the aim of this study is to examine the relationship between customer
satisfaction, earnings and firm value. A model borrowed from the accounting literature – the
Ohlson model – is used to consider the impact of customer satisfaction on Tobin's q – a

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capital market-based measure of firm performance widely used in marketing research. Data
on firm performance is drawn from COMPUSTAT and integrated with data on customer
satisfaction from the American Customer Satisfaction Index (ACSI).Results show that
customer satisfaction has a positive impact on firm value. Critically, the authors find that this
impact is over and above the impact that earnings has on firm value. They also find that
customer satisfaction positively and significantly moderates the earnings-firm value
relationship. Findings are limited to firms covered by the American Customer Satisfaction
Index and subject to the assumptions underpinning the Ohlson model. This study's
demonstration of the complementary relationship between earnings and customer satisfaction
in determining firm value should encourage managers to engage with satisfaction as a driver
of business performance and value. – Findings extend recent studies on the impact of
customer satisfaction on business performance. While prior studies either ignore earnings or
focus on the relationship between satisfaction and stock returns, the authors show the impact
of satisfaction on firm value, in a model that includes earnings. Importantly, they also extend
prior studies by showing that the interaction between customer satisfaction and earnings is
central to understanding the impact of both satisfaction and earnings on firm value. In
addition, they demonstrate the usefulness of an earnings-based valuation model, to explore
the relationship between a marketing metric and firm value. The authors' approach may be
adopted to consider the impact of other measures of marketing performance. Thus, they hope
that this study helps to further bridge the gap between marketing and the financial disciplines.

Qingyu Zhang, Mark A. Vonderembse, Jeen-Su Lim, (2005)3"Logistics flexibility and its
impact on customer satisfaction", – in their research, the aim is to succeed in an uncertain
environment, firms must respond to changing customer needs, and logistics flexibility is an
important part of the response. This paper defines logistics flexibility, creates a framework to
understand it, and shows how it relates to customer satisfaction. The study uses a large
sample survey (n=273) from the Society of Manufacturing Engineers to develop valid and
reliable instruments to measure logistics flexibility and to test the relationships among the
variables using structural equation modeling. The results indicate strong, positive, and direct
relationships between flexible logistics competence and capability, and between flexible
logistics capability and customer satisfaction. The dependent and independent variables were
measured through a single respondent, which may introduce common-method bias. The

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respondents were manufacturing executives, which provides only a single perspective. The
dichotomy of flexible logistics competence and capability can help managers differentiate
between the elements of logistics flexibility that are critical to customers from the elements
that support these capabilities. Standing alone, flexible competence may not be sufficient to
build a sustainable competitive edge. The paper organizes literature on logistics flexibility
and classifies it according to competence and capability theory. It describes a framework to
explore the relationships among flexible competence, flexible capability, and customer
satisfaction.

Johra Kayeser Fatima, Mohammed Abdur Razzaque, (2013)4"Roles of customer

involvement in rapport and satisfaction", The study investigates different roles (antecedent,
mediator and moderator roles) of customer involvement in rapport and satisfaction. It is also
designed to reveal the comparative impact of three types of relational benefits (confidential,
social and special treatment benefits) on customer involvement. Structural equation modeling
(using Amos) is used for analyzing the data, collected from a survey of 212 sample
respondents of the private commercial banking sector. Results suggest that customer
involvement does have antecedent and mediated influence on rapport-satisfaction link while
the moderation impact of customer involvement is not supported. In contrast, social treatment
benefit is found as the most important relational benefit for developing customer involvement
in Bangladesh followed by confidence and special treatment benefit. Findings will assist bank
management to set effective future strategies and to manage successful relationships with
customers in order to motivate customer satisfaction with the bank. But the study may suffer
from lack of generalization and poor sample representation as it focuses on a single country
(Bangladesh) and a single industry (banking sector).The paper for the first time attempts to
reveal antecedent, mediator and moderator role of customer involvement in rapport and
satisfaction. It also identifies the level of importance among three relational benefits for
Bangladeshi bank customers.

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Chapter-3
OBJECTIVES OF STUDY

The main objectives of the study are:

To find customer satisfaction level towards Honda Two-Wheelers

To find out the customer satisfaction level to various groups of people towards Honda.

To understand the expectations and requirements of all your customers.

To find out the most prominent area of dissatisfaction.

To know the present status of suppliers in terms of their supplied material and services.

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CHAPTER -4

RESEARCH METHODOLOGY

Research Methodology is an essential aspect of any research or investigation. It enables

the investigator to look at the problem in a systematic, meaningful and orderly way. This
study is based on descriptive research. The data obtained from the survey was out in a
proper sequence for analysis purpose. The research design is probability research design
and is descriptive research. As such the design includes an outline of what the researcher
will do from writing the hypothesis and its operational implications to the final analysis
of data.

● Research Design

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 It has been assumed that source of data are the foundation, based upon which the
actual required information can be extracted.

● Sample Procedure

Empirical field studies require collection of first hand information on data pertaining
to the unit of study from the field.

DATA COLLECTION

Data collection is an important aspect of any type of research study.The type of

information required for the study was satisfactory level of the consumers who own
Honda Activa. So data is collected through ‘personal interview method’ and some
secondary method . This method has helped in obtaining data on factors such as
attitude, satisfaction level, mode of purchase etc. by this method one can expect a
reliable information, which is referred to as quantitative research design method. The
following methods were adopted for data collection :

1. PRIMARY DATA
There are five useful methods for collecting data. These primary methods are direct
observation, indirect oral interviews, mailed questionnaires, schedule method, and
local agents.

2. SECONDARY DATA

Secondary data is all the information collected for purposes other than the
completion of a research project and it’s used to gain initial insight into the
research problem. It is classified in terms of its source – either internal or
external.Mostly secondary data are collected from published sources. Some
important sources of published data are the following.

● Published reports of Central and State Governments and local bodies.

● Official publications of the foreign Governments.

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 ● Reports and Publications of trade associations, chambers of commerce,
financial institutions etc.
● Journals, Magazines and periodicals
● Reports submitted by Economists, Research Scholars, Bureaus etc.
● Published works of research institutions and Universities etc.

TOOLS FOR DATA COLLECTION

● Questionnaire Survey.
● Books.
● Journals.
● Magazines.
● Internet.
● Annual report of the company.

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LIMITATION OF STUDY

As no person is perfect in this world, in the same way no study can be considered asfully
reliable at one glance. There are number of uncontrollable factors acting aslimitations in
conducting the study. Some of such limitations encountered by me inmy study are -
● Since the survey was done only in Chennai the result obtained may not be takenas
universal suggestion.
● Quality of the information highly dependent on the knowledge of the respondents.
● Concern person of shop keeping in charge will always change, so that
theirassessment of the product and the relationship with the company officials
couldnot be adequate.
● Respondents in some department gave biased responses for fear of their positionin
the company. This may have influenced the results.
● Some people at top level were afraid and showed complete reluctance to
giveresponses to some questions.
● The study is confined only to Chennai.

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CONSTRUCTION OF QUESTIONNAIRE

The questionnaire used was a printed, well-structured formalized schedule to obtain and
record specified and relevant information with fair accuracy and completeness.  It is a series
of questions asked to individuals to obtain statistically useful information about a given
topic.When properly constructed and responsibly administered, questionnaires become a vital
instrument by which statements can be made about specific groups, or people, or entire
populations.  They are a valuable method of collecting a wide range of information from a
large number of individuals, often referred to as respondents. Questionnaires are used in
sample surveys or censuses to elicit reports of facts, attitudes, and other subjective states. A
questionnaire can be a useful tool for gathering information. It can be used for survey
research, gathering data or testing a hypothesis. Constructing a questionnaire involves many
decisions about the wording and ordering of questions, selection and wording of response
categories, formatting and mode of administration of the questionnaire, and introducing and
explaining the survey. Although designing a questionnaire remains an art, there is increasing
knowledge

available to inform these decisions.

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 CHAPTER- 5
DATA ANALYSIS AND INTERPRETATION

TABLE NO 5.1 - Gender analysis

Gender Frequency Percentage

Male 14 46
Female 16 54
Total 30 100

120

100

80

60 Frequency

Percentage
40

20

0
Male Female Total

Inference:

This chart shows that 46% of the respondents belongs to male and 54% of the respondents
belongs to female.

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TABLE NO: 5.2 -Age analysis

Age Frequency Percentage

20-30 23 76.67
31-40 3 10
41-50 3 10
above 1 3.33
50
Total 30 100

Frequency

20-30
31-40
41-50
above 50
Total

Inference:

This chart shows that 76.67% of the respondents are from 20-30 age and 10% of the
respondents are from each 31-40 age group and 41-50 age group. 3.33% of the respondent is
above 50 age.

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TABLE NO: 5.3-Occupation analysis

Occupation Frequency percentage

Employee 2 6.67

Professional 21 70

Business 0 0
Student 7 23.33
Total 30 100

120

100

80

60 Frequency
percentage

40

20

0
Employee Professional Business Student Total

Inference :

This graph shows that 6.67% of the respondents are employee, 70% of the respondents are
professional and 23.33% of the respondents are students. There is no respondent is from
business field.

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TABLE NO: 5.4- Education analysis

Education Frequency Percentage

Graduate 2 6.67
Post 21 70
graduate
Professional 0 0
degree

Other 7 23.33
Total 30 100

120

100

80

60
Frequency
Percentage
40

20

0
Graduate Post graduate Professional Other Total
degree

Inference :

This graph shows that 70% of the respondents are post graduate, 23.33% of the respondents
are from category and 6.67 % of the respondents are graduate.

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TABLE NO :5.5 - Family Income Analysis

Family Frequency Percentage

Income
less 3 10
than
10,000
10,001- 12 40
20,000
20,001- 4 13.33
30,000
above 11 36.67
30,000
Total 30 100

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 100
90
80
70
60
50
40
30
Frequency
20
Percentage
10
0
less than 10,001- 20,001- above Total
10,000 20,000 30,000 30,000

Inference :

This graph shows that 10% of the respondents are having less than 10,000 monthly income,
40% of the respondents having 10,001-20,000 and 13.33% of the respondents having 20,000-
30,001 and 36.67% of the respondents having above 30,000 monthly income.

Table: 5.6 - Ownership status

Ownership Frequency Percentage
status
Self- 15 50
Owned
Company 13 43.33
owned
Company 2 6.67
leased
Total 30 100

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 120

100

80

60 Frequency
Percentage

40

20

0
Self- Owned Company owned Company leased Total

Inference :

This graph shows that the ownership status of 50% of the respondents are self owned ,
43.33% of the respondents are company owned and 6.67% of the respondents are company
leased.

Table : 5.7 -Dealers analysis

Dealers Frequency Percentage
name
Moonka 4 13.33
Honda
Utkal 20 66.67
Honda
Dua 6 20
Honda
Pebco 0 0
Honda
Total 30 100

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 120

100

80

60

40
Frequency
20 Percentage

Inference :

This graph shows that 13.33% of the respondents are bought from Silicon Honda dealer ,
66.67% of the respondents bought from City Honda dealer and 20% of the respondents
bought from Haiku Honda dealers. No respondents are bought from planet Honda.

Table: 5.8 -Reason for selecting the dealers

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 Dealer Frequency Percentage
selection
reason

Service 11 36.67
Performance
facilities

Friends 9 30
Advertisement 2 6.67

Others 8 26.66
Total 30 100

120

100

80

60
Frequency
Percentage
40

20

0
Service Friends Advertisement Others Total
Performance
facilities

Inference :

This graph shows that 36.67% of the respondents reason for selecting dealers on the basis of
service performance facilities, 30% of the respondents are friends basis, and 6.67% of the
respondents advertisement, 26.67% respondents others.

Table : 5.9 - Recommendation of Honda Activa analysis.

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 Recommendation Frequency Percentage
of Honda Activa

Yes 26 86.67
No 4 13.33
Total 30 100

100

90

80

70

60
Frequency
50 Percentage
40

30

20

10

0
Yes No Total

Inference :

This graph shows that 86.67% of the respondents would recommend Honda Activa , 13.33%
of the respondents would not recommend Honda Activa.

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Table : 5.10 -Sales and service opinion
Opinion on Frequency Percentage
sales and
service

Highly Satisfied 5 16.67

Satisfied 17 56.67
Neutral 8 26.67
Dissatisfied 0 0

highly 0 0
dissatisfied

Total 30 100

120

100

80

60
Frequency
Percentage
40

20

0
Highly Satisfied Neutral Dissatisfied highly Total
Satisfied dissatisfied

Inference :

This graph shows that 16.67% of the respondents opinion on sales and service is highly
satisfied, 56.67% of the respondents opinion on sales and service is satisfied, 20% of the
respondents opinion on sales and service is neutral and none of the respondents are
dissatisfied and highly dissatisfied.

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Table : 5.11 - Road grip of Honda Activa
Road Frequency Percentage
Grip
Strongly 9 30
agree
Agree 19 63.33
Neutral 2 6.67
Disagree 0 0
Strongly 0 0
Disagree
Total 30 100

120

100

80

60
Frequency
Percentage
40

20

0
Strongly Agree Neutral Disagree Strongly Total
agree Disagree

Inference :

This graph shows that 30% of the respondents are strongly agree with the road grip, 63.33%
of the respondents are agree with road grip, 6.67% of the respondents are neutral and none of
the respondents are disagree and strongly disagree.

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 Table : 5.12 - Comfort analysis
Comfort Frequency Percentage

Excellent 5 16.67
Good 21 70
Average 3 10
Fair 1 3.33
Poor 0 0
Total 30 100

100
90
80
70
60
50
40 Frequency
30 Percentage
20
10
0
Excellent Good Average Fair Poor Total

Inference :

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This graph shows that 16.67% of the respondents rated comfort level is excellent, 70% of the
respondents rated as Good, 10% of the respondents rated as average, 3.33% of the
respondent rated as fair and none of the respondents rated as poor.

Table: 5.13 - Mileage analysis

Mileage Frequency Percentage

More than 4 13.33

50km/Litre

Between 45- 10 33.33

49km/Litre

Between 40- 9 30
44km/Litre

Between 35- 7 23.33

39km/Litre

Total 30 100

120

100

80

60
Frequency
Percentage
40

20

0
More than Between 45- Between 40- Between 35- Total
50km/Litre 49km/Litre 44km/Litre 39km/Litre

Inference :

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This graph shows that 13.33% of the respondents said that mileage of Honda Activa is more
than 50km/litre, 33.33% of the respondents said between 45-49km/litre, 30%of the
respondents said between 40-44km/litre and 23.33%of the respondents said between 35-
39km/litre.

Table : 5.14 - Design analysis

Design Frequency Percentage

Excellent 6 20
Good 13 43.33
Average 7 23.33
Fair 4 13.33
Poor 0 0
Total 30 100

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 100

90

80

70

60

50 Frequency
Percentage
40

30

20

10

0
Excellent Good Average Fair Poor Total

Inference :

This graph shows that 20% of the respondents rated design of Honda Activa is excellent,
43.33% of the respondents rated as Good, 23.33% of the respondents rated as average,
13.33% of the respondent rated as fair and none of the respondents rated as poor.

Table: 5.15 - Engine performance analysis

Engine Frequency Percentage

Performance

Excellent 5 16.67
Good 15 50
Average 9 30
Fair 1 3.33
Poor 0 0
Total 30 100

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 120

100

80

60 Frequency
Percentage

40

20

0
Excellent Good Average Fair Poor Total

Inference :

This graph shows that 16.67% of the respondents rated engine performance of Honda Activa
is excellent, 50% of the respondents rated as Good, 30% of the respondents rated as average,
3.33% of the respondent rated as fair and none of the respondents rated as poor.

Breaking Frequency Percentage

Excellent 6 20
Good 14 46.67
Average 5 16.67

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 Fair 5 16.67
Poor 0 0
Total 30 100
Table : 5.16 - Breaking analysis

120

100

80

60 Frequency
Percentage

40

20

0
Excellent Good Average Fair Poor Total

Inference :

This graph shows that 20% of the respondents rated the breaking of Honda Activa is
excellent, 46.67% of the respondents rated as Good, 16.67% of the respondents rated as
average, 16.67% of the respondent rated as fair and none of the respondents rated as poor.

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Table: 5.17 - Pick up analysis
Pick Up Frequency Percentage

Excellent 7 23.3
Good 11 36.67
Average 10 33.33
Fair 4 13.33
Poor 0 0
Total 30 100

100
90
80
70
60
Frequency
50 Percentage
40
30
20
10
Percentage
0 Frequency
Excellent Good Average Fair Poor Total

Inference :

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This graph shows that 23.3% of the respondents rated the Pick Up of Honda Activa is
excellent, 36.67% of the respondents rated as Good, 33.33% of the respondents rated as
average, 13.33% of the respondent rated as fair and none of the respondents rated as poor.

Table : 5.18 - Electric start analysis

Electric Frequency Percentage
Start
Excellent 6 20
Good 13 43.33
Average 10 33.33
Fair 1 3.33
Poor 0 0
Total 30 100

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 100

90

80

70

60

50 Frequency
Percentage
40

30

20

10

0
Excellent Good Average Fair Poor Total

Inference :

This graph shows that 20% of the respondents rated the electric start of Honda Activa is
excellent, 43.33% of the respondents rated as Good, 23.33% of the respondents rated as
average, 13.33% of the respondent rated as fair and none of the respondents rated as poor.

Table : 5.19 - Service center preference analysis

Service center Frequency Percentage
preference
Authorized 14 46.67
selling dealer

Other 10 33.33
authorized
servicing
center
Private shop 6 20

Total 30 100

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 100
90
80
70
60
50
40
30 Frequency
20 Percentage
10
0
Authorized Other Private shop Total
selling dealer authorized
servicing center

Inference :

This graph shows that 46.67% of the respondents prefer authorized selling dealers, 33.33%
of the respondents prefer other authorized servicing center, 20% of the respondents prefer
private shop.

Table : 5.20 -Future purchase of Honda Activa

Future Frequency Percentage
purchase
of Honda
Activa

Yes 17 56.67
No 13 43.33
Total 30 100

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 Frequency

Yes
No
Total

Inference :

This graph shows that 56.67% of the respondents are planning to buy for future, 43.33% of
the respondents are not planning to buy for near future.

Table : 5.21 -Payment mode preference analysis

Mode of Frequency Percentage
Payment
Cash 9 30
Finance 8 26.67
schemes

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 Company 6 20
Loan
Others 7 23.33
Total 30 100

120

100

80

60
Frequency
Percentage
40

20

0
Cash Finance Company Loan Others Total
schemes

Inference :

This graph shows that 30% of the respondents prefer cash, 26.67% of the respondents prefer
finance schemes , 20% of the respondents prefer company loan , 23.33% of the respondent
prefer others.

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Table : 5.22 - Brand awareness analysis
Sources Frequency Percentage
create brand
awareness

News papers 8 26.67

Television 14 46.67

Show-room 4 13.33
display

Journals or 4 13.33
others
Total 30 100

100

90

80

70

60

50 Frequency
Percentage
40

30

20

10

0
News papers Television Show-room Journals or Total
display others

Inference :

This graph shows that 26.67% of the respondents are aware of the brand through News
papers, 46.67% of the respondents are aware through television, 13.33% of the respondents
are aware through show room display and 13.33% of the respondent are aware through
journals or others.

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Table : 5.23 - Service regularity analysis
Service Frequency Percentage
regularit
y rating

Regular 15 50
Irregular 9 30
Average 6 20
Total 30 100

Frequency

Regular
Irregular
Average
Total

Inference :

This graph shows that 30% of the respondents rated the service regularity as regular, 30% of
the respondents rated as irregular, 20% of the respondents rated as average.

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Table : 5.24 - Overall satisfaction analysis
Overall Frequency Percentage
Satisfaction of
Honda Activa

Excellent 6 20
Good 12 40
Satisfactory 10 33.33

Not- Satisfactory 2 6.67

Total 30 100

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 100
90
80
70
60
50
40 Frequency
30 Percentage
20
10
0
Excellent Good Satisfactory Not- Total
Satisfactory

Inference :

This graph shows that the overall satisfaction level of 20% of the respondents are excellent,
40% of the respondents are rated as Good, 33.33% of the respondents are satisfactory,
6.67% of the respondents are not satisfactory.

CHAPTER- 6

FINDINGS
❖ City Honda Pvt. Ltd. Occupy prime position with 66.67% of sample size
recommending the dealers for Honda two wheelers.
❖ 50%of the customer’s ownership status of Two wheelers is self-owned.
❖ 56.67% of the sample size told that the service given by the City Honda was
satisfied.
❖ Service performance facilities have popularized as the reason for selecting
City Honda with 36.67% .

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 ❖ 46.67% customers say that they prefer to service their vehicles at the
authorized selling dealers only.
❖ 56.67% of the customers told that they would purchase another Honda Activa
in future for their family members or for their relatives.
❖ 70% of the customers said that they purchased Activa for its travelling
comfort.
❖ 63.33% of the customers said that they were mutually agreed with the road
grip of Honda Activa.
❖ 33.33% of the customers said that the mileage of the Honda is only Between
45-49km/litre.
❖ 43.33% of the customers felt that the design of Honda was good.
❖ 50% of the customers felt that the engine performance was good.
❖ 36.67% of the customers felt that the pick-up and 43.33% felt that the electric
start of Honda Activa was good.
❖ Indian market is full of middle class customers and most of the customers
owning Activa belonged to middle class category.
❖ 46.67%customers got aware of Honda largely through Televisions.
❖ 23.33% of the customers were students and 70% of them were professionals.
❖ 46% of the customers were male and 54% of them were female.

CHAPTER-7

SUGGESTIONS

This study is aimed at analyzing customer satisfaction with sample of 30 members, which has
helped in getting an overall view of customer satisfaction towards Honda Two Wheelers
considering different criteria. It was evident from the study that most of the respondents are
satisfied with their Honda Activa. However some of the respondents were dissatisfied. Base
on the study following suggestions can be considered.

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 ❖ Providing more techno-driven, sophisticated exteriors keeping track of present
situation.
❖ To increase the mileage efficiency
❖ To provide mobile servicing a should be able to reach the spot in case of any
breakdown
❖ To bring down the cost of spares and to improve genuinely.
❖ To change shape or body design of Omni so as to increase road safety especially
during swift turns.
❖ To give more ads on to drive slowly and safely.
❖ Sales executives should constantly review the present, the past and the future
objectives and there by evaluate their performance.
❖ Gathering and processing data through electronic data processing system there by
time spent on information evaluation feed back can be reduced.
❖ Building satisfaction: sales person should reassure the customer regarding decision
taken by him while ordering product/service.
❖ They should constantly provide adequate solutions for purchasing a product.
❖ Final buyer relation: sales personnel who are in contact with final buyer should be
courteous, friendly and competent in their jobs.
❖ Customer care is best way to build long-term relation, because they also have
emotional and psychological needs when they purchase a car.

CHAPTER-8

CONCLUSION

This study concludes that improved product and process quality will result in customer
satisfaction. And it incorporateslearned and best practices from global automotive industry
leads to additional confidence for global souring that provides a global quality system
approach in the supply chain for subcontractor development and consistency. It may result in

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reduction in variation, waste and increased efficiency that provides a common language for
worldwide quality system requirements.

CHAPTER-9

BIBLIOGRAPHY

Books:
❖ Principles of Marketing Management By Philip Kotler.
❖ Research Methodology By C.R.Kothari.

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 ❖ Hsieh, An-Tien and Li, Chung-Kang.2008.Themoderating effect of brand image on
public relations perception and customer loyalty. Marketing Intelligence & Planning
Vol. 26 No. 1, pp. 26-42
❖ Asia Pacific Journal of Marketing and Logistics Vol. 20 No. 2, 2008 pp. 139-155 #
Emerald Group Publishing Limited 1355-5855 DOI 10.1108/13555850810864524
❖ Qualitative Market Research: An International Journal Vol. 13 No. 3, 2010 pp. 309-
323 Emerald Group Publishing Limited 1352-2752 DOI
10.1108/13522751011053653

❖ International Journal of Retail & Distribution Management Vol. 40 No. 7, 2012 pp.
528-543 q Emerald Group Publishing Limited 0959-0552 DOI
10.1108/09590551211239846

News Papers:
❖ Times of India.
❖ Economic Times.

Web Sites:
www.honda2wheelersindia.com

www.activa.com

www.hondabick.com

www.emaraldinsight.com

ANNEXURE
A STUDY ON “CUSTOMER SATISFACTION OF HONDA TWO
WHEELERS” IN JAMSHEDPUR
QUESTIONNAIRE

I am Sumit Kumar Singh, pursuing my BBA Programme in ARKA JAIN UNIVERSITY,

JAMSHEDPUR,JHARKHAND.. Currently doing my project in the topic “A study of
customer satisfaction on Honda Two Wheeler in jamshedpur” Under the supervision of
Dr.Nikita Shukla , as a part of my research, data has to be collected using questionnaire, so I

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request you kindly spare your valuable time to fill up the questionnaire, the collected data
will be kept as a confidential and it will be used only for academic research and the
individual data will not be shared with anybody under any circumstance.

1. Personal Details

a) Name :

b) Address :

c) E-mail :

2. Gender : Male Female

3. Age group (in years): a) 20-30 b) 31-40 c) 41-50 d) above 50

4. Occupation : a) Employee b) Professional c) Business d) Student

5. Education :

a) Graduate b) Post graduate c) Professional Degree d) Others

6. Monthly Family Income (In Rupees):

a) Less than 10000 b) 10001 to 20000 c) 20001 to 30000 d) Above 30000

7.Ownership status of Honda Activa.

a)Self owned

b) Company owned

c)Company leased

8. Where did you buy your scooter?

Dealers Name:

a)Moonka Honda

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b)Utkal Honda

c) Dua Honda

d) Pebco Honda

9. Reason for above dealers?

a)Service performance facilities

b) Friends

c) Advertisement

d) Others

10. If you were to recommend a scooter, would you recommend Honda Activa?

a) Yes

b) No

11.Your opinion on sales and service provided by Honda dealers.

a) Highly satisfied

b) Satisfied

c) Neutral

d) Dissatisfied

e) Highly dissatisfied.

12. Honda Activa provides good road grip

a) Strongly Agree

b) Agree

c) Neutral

d) Disagree

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e) Strongly Disagree

13.Give you response on comfort of Honda Activa scooter

a) Excellent

b) Good

c) Average

d)Fair

e) Poor

14. Indicate your response on mileage of Honda two wheelers

a) More than 50 km/ litre

b) Between 45 – 49km/litre

c) Between 40-44 km/litre

d) Between 35-39 km/litre

15.How do you rate the design of Honda Two Wheelers

a) Excellent

b) Good

c) Average

d)Fair

e) Poor

16. Indicate your response on engine performance of Honda Activa scooter

a) Excellent

b) Good

c) Average

d)Fair

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e) Poor

17. Indicate your response on breaking of Honda Activa scooter.

a) Excellent

b) Good

c) Average

d)Fair

e) Poor

18. How do you rate on pick-up of Honda Activa Scooter?

a) Excellent

b) Good

c) Average

d)Fair

e) Poor

19. Give your opinion on electric start of Honda Activa scooter.

a) Excellent

b) Good

c) Average

d) Fair

e) Poor

20. Where do you usually go for service?

a) Authorized selling dealer

b) Other authorized service center
c)Private shop

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21. Are you planning to buy another Activa in the near future?

a)Yes
b) No

22. What mode of payment do you prefer?

a)Cash
b) Finance schemes
c) Company loan
d) Others

23. What are the sources that created brand awareness?

a) News papers
b) Television
c) Show-room display
d) journals or others.

24. Ratings for service regularity

a) Regular
b) Irregular
c) Average

25.Overall Satisfaction with regards to the use of Honda Activa .

a) Excellent

b) Good

c) Satisfactory

d) Not-satisfactory

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