ABSTRACT

The study assesses the satisfaction level of customers toward Hoda Two wheelers. It is
based on primary data collected from the respondents using questionnaire. The paper
presents the result of a survey of 64 Honda Two wheelers customers in Palakkad city by
adopting convenience sampling methods. The researcher has used percentage analysis
for assessing the demographic profile of the respondents, the level of satisfaction of the
respondents is analyzed using failing technique and the reason for purchasing Honda
Two wheelers was analyzed using Garret methods. The key to generating high customer
loyalty is to deliver high customer value.

1
 CHAPTER - 1
INTRODUCTION

2
 1.1 INTRODUCTION TO STUDY

The two wheeler industry has been expanding rapidly. Gone are the days when processing
a two wheeler was seen as a luxury. Nowadays it is viewed as a mere necessity. Prior, sale
of two wheelers was mainly confined to urban areas but lately in rural areas the bicycles
are being replaced by power driven two wheelers such as scooters and motorcycles. Not
only this, the industry has also customers ranging from all demographic segments. It has
been common that even school going children are driving two wheelers. The women
customers are also increasing due to increase in women literacy and employment.

If getting a new customer is difficult, then retaining a current customer is more difficult
one and not only that it is estimated that the cost of attracting a new customer is five times
retaining the current customer. It requires a great deal of effort to induce satisfied customer
to switch away from their current preference. Thus customer attitude is been given top
priority in today’s competitive.

3
 1.2. INDUSTRIAL PROFILE

HONDA MOTOR COMPANY LTD.

Honda has been the world's largest motorcycle manufacturer since 1959 as well
as the world's largest manufacturer of internal combustion engines measured by volume,
producing more than14 million internal combustion engines each year. Honda
surpassed Nissan in 2001 to become the second-largest Japanese
automobile manufacturer As of August 2008, Honda surpassed Chrysler as the
fourth largest automobile manufacturer in the United States Ho nda is the sixth
largest automobile manufacturer in the world. H o n d a w as th e f irs t J ap an es e
au to mo b ile man u f actu r er to r eleas e a d ed icated lu x u r y b r an d ,
A cu r a, in 1 9 8 6 . As id e f r o m th eir co r e au tomo b ile an d mo to r cy cle b us in e
s s es, Ho n d a als o man uf actu r er s H on d a als o manufactures garden
equipment, marine engines, personal watercraft..and power.generators,amongst
o th er s . S in ce 1 9 86 , H o n d a h as b een in v o lved w ith ar tif icial in tellig en ce/
r o b o tics research and released their ASIMO robot in 2000. They have also ventured into
Aero.space.with.th e es tab lis h men t o f GE H o nd a A er o Eng in es in 2 0 0 4 an d t
h e H o n d a HA - 4 2 0H o nd aJ et, scheduled to be released in 2011. Honda spends about
5% of its revenues into R&D.

HISTORY

From a young age, Honda's founder, Soichiro Honda (November 17, 1906 -August 5, 1991)
had a great interest in automobiles. He then established the Honda
Technical.Research.Institute.in.H amamats u , Jap an , to d ev elo p an d p ro d u ce
s mall 2 - cy cle mo to r b ik e eng in es . C allin g u p o n 18, 000 bicycle shop owners
across Japan to take part in revitalizing a nation torn apart by war, Soichiro received
enough capital to engineer his first motorcycle, the Honda Cub. This marked the beginning
of Honda Motor Company, which would grow a short time later to be the world's largest
manufacturer of motorcycles by 1964.

4
Honda Motor Co. Ltd.

Honda Headquarters

5
PHILOSOPHY
HMSI operates on a principle, which is followed worldwide by all Honda companies.
Maintaining a global viewpoint, we are dedicated to supplying products of the
highest quality, yet at a reasonable price for worldwide customer satisfaction. Honda's
philosophy is based on the company's guiding principle and advocates 2 fundamental beliefs:

RESPECT FOR THE INDIVIDUAL

Honda recognizes and respects individual differences. The respect for individual stems
from the following three points:
o Initiative
o Equality
o Trusts
It is the contribution from each individual in the company that has made our company
what it is today and that, which will take us into the future.

THE THREE JOYS

• The joy of manufacturing high quality products.
• The joy of selling high quality products.
• The joy of buying high quality products.

MOTORCYCLES
Honda is the largest motorcycle manufacturer in Japan and has been since it started
production in1955 At its peak in 1982, Honda manufactured almost 3 million motorcycles
annually. By 2006this figure had reduced to around 550,000 but was still higher than its
three domestic competitors.

6
 During the 1960s, when it was a small manufacture, Honda broke
o u t o f t h e J a p a n e s e motorcycle market and began exporting to the U.S. Taking
Honda’s story as an archetype of the smaller manufacturer entering a new
market already occupied by highly dominant competitors, the story of their
market entry, and their subsequent huge success in the U.S. and around the
world, has been the subject of some academic controversy. Competing
explanations have been advanced to explain Honda’s strategy and the reasons for their
success. The first of these explanations was put forward when, in 1975, Boston Consulting
Group (BCG)was commissioned by the UK government to write a report explaining why
and how the British motorcycle industry had been out-competed by its Japanese
competitors. The report concluded that the Japanese firms, including Honda,
had sought a very high scale of production (they handmade a large number of
motorbikes) in order to benefit from economies of scale and learning curve
effects. It blamed the decline of the British motorcycle industry on the failure
of British managers to invest enough in their businesses to profit from economies of
scale and scope. The second explanation was offered in 1984 by Richard Pascale, who
had interviewed the Honda ex ecu tiv es r es p o ns ib le f o r th e f ir m’s en tr y in to
th e U . S. mar k et. A s o p p os ed to th e tig h tly focused strategy of low cost and
high scale that BCG accredited to Honda, Pascale found that their entry into the
U.S. market was a story of “miscalculation, serendipity, and organizational
learning” – in other words, Hondas success was due to the adaptability and hard work of
its staff, r ath er th an an y lo n g ter m s tr ateg y. Fo r ex amp le, H o n d as in itial
p lan o n en ter in g th e U. S . w as to co mp ete in lar g e mo to r cy cles , ar o un d
3 0 0 cc. I t w as on ly w h en th e team f o u n d th at th e scooters they were using
to get themselves around their U.S. base of San Francisco attracted positive
interest from consumers that they came up with the idea of selling the Super cub.

AWARDS

7
2011

"Indian Motorcycle of the Year 2011 (IMOTY)Jury: BS Motoring , Bike India , BBC Top
Gear , Overdrive , Auto Bild India ."

Bike of the Year – CNBC TV18 Overdrive Awards 2011

Bike of the Year - Bloomberg/UTV Auto car Award 2011
Viewer’s Choice Award: Bike of the Year - Bloomberg / UTV Auto car Awards 2011.

CB TWISTER

"The Most Awarded Motorcycle of the Year - 2011"

Bike of the Year - BS Motoring Award 2011 .
Bike of the Year upto 110CC – Bike India.
Motorcycle upto 110 CC - NDTV Car & Bike Awards 2011.
Premium 100CC Motorcycle - Zigwheels Awards.
Entry Level Motorcycle of the Year - Auto Bild Golden Steering Awards.

CB UNICORN DAZZLER

Motorcycle up to 160CC – NDTV Car & Bike Awards 2011.Sporty Motorcycle up to 180CC
– Zigwheels Awards .
Premium Motorcycle of the Year – Auto Bild Golden Steering Awards.

VFR 1200F

Superbike of the Year – Top Gear Automotive Technology of the Year - Zigwheels Awards

BRAND HONDA

“Most Reliable Brand - Advanced Technology Brand by Auto India Best Brand Survey
Awards 2011"

MOTORSPORT
Honored for 'Promoting 2Wheeler racing in India' 2010

8
BRAND

" Most Reliable Brand- Advance Technology- Quality By Apollo Auto India Best Brand
Awards 2010"
Trusted Brand Award (Gold) for Two-wheeler: Readers' Digest.

CB1000R
Import Two - Wheeler of the Year NDTV Profit Car & Bike Awards 2010.

CB1000R
Import Bike of the Year - Auto Car Awards 2010.

CBR1000RR FIRE BLADE

Performance Bike of the Year - CNBC TV 18 Overdrive Award. 2009

CBF STUNNER
Bike of the Year - NDTV Profit Award 2009

AVIATOR
Scooter of the Year - NDTV Profit Award 2009

ACTIVA
Scooter of the Year - ET ZigWheels Awards 2009

AVIATOR
Scooter of the Year - Zigwheels.com

CBF STUNNER
Motorcycle of the Year (125 C C) - Zigwheels.com

ACTIVA
Scooter Customers Satisfaction No.1 - CNBC TV18 - Auto Car "Auto Awards 2008.

9
BRAND
• Well Made Bike 2008
• Advanced Technology 2008
• Overall 2008Honda
• Eco-Friendliness 2008
• Resale Value 2008By Apollo Tyres
• Auto India "Best Brand Survey Awards 2008.

Tokyo, April 28, 2010--- Honda Motor Co., Ltd. today announced its consolidated
financial results for the fiscal fourth quarter and the fiscal year ended

RACING

Honda has always played an important role in motor sports, believing it to be the springboard
for technological advancement. It has also been an aggressive force in the endurance,
motocross and trial races held around the w o r ld . We, at H o n d a, ar e n o t allow in g
th is mo men tu m to let u p , as w e p u r s u e even g r eater achievements. Honda has
always loved racing, ever since Sochiro Honda took his company into
motorcyclec o m p e t i t i o n , s o m e t i m e i n t h e 1 9 5 0 s . H o n d a s e n g i n e e r s h a v
e t e s t e d t h e m s e l v e s o n t h e international stage, proving their technology to be the
best in the world. These technologies are tested in the extreme conditions of
motorcycle racing, to adapt them for use in vehicles that pylon roads today. In the
past, Honda has powered some of the all time great racers, including Redman, Hail wood,
Spencer, Gardner, Capirossi and Doohan, to 39 riders titles. Even today, some of
the greatest motorcycle racers, like Alex Baros, Max Biaggi, Nicky Hayden ride on
Honda bikes, at the races. Honda enters the Isle of Man TT Races in 1959 Honda is an
active participant in many off- Roadraces Michael Doohan riding Repsol Honda's NSR
500.Technologies like these are not just for the race tracks, but are also incorporated in our
everyday vehicles. They are first tested, refined and proven under the trying
conditions in the races, and then finally adapted in the vehicles, so that two wheelers
like Activa and Dio can utilize and benefit from such technologies.

1.3 COMPANY PROFILE

AMWINGS HONDA- PALAKKAD

10
Established on 01.03.2014
Customers provide with full information of their two wheelers at the front desk
AMWINGS HONDA commenced their operations as authorized dealer for Honda
motorcycle and scooter two-wheeler (India) limited in the year 2014 at ground floor 26/700
(1, 2, 3) Soorya Platinum, Nurani, Palakkad .With an unique ambience and a very modern
spacious showroom to facilitate sales and a wide range of value added products in order to
provide complete solutions which include insurance, finance, extended warranties, Honda
genuine accessories to their customer needs . AMWINGS HONDA also entertain exchange
of used vehicles with best market prices . When it comes to two wheelers sales, on spot
finance (with low IPS) &cash purchase in an hour deliveries are our added advantage.

The workshop of AMWINGS HONDA units are equipped with

state -of-art servicing and collision –repair equipment and team of dedicated technicians
trained at Honda two wheelers India limited are available in order to serve you with after
sales services in international standard .Customers are provided with full information of
their two wheelers at front desk. Refreshments are served and an integrated air contained
lounge with big screen TVs are specifically built for services customer to offer more comfort
and entertainment .Just step in ……there is a big “welcome” waiting for you.

SLOGAN: AMWINGS HONDA “Wings to your dreams” where are pledged to serve you
better.

AWARD WINNERS AMWINGS HONDA

11
A fully established and well know business groups in northern kerala have proved their
decades of excellence in field of automobiles, fuel, steel, hospitality and service industry
with quality assurance along with large satisfied customer base came up with a award
winner of All India dealers conference of AM HONDA malappuram (runner up award
winner at all India dealers conference held at Bangkok in march 2011 for overall excellence
in 2010-2011)This again spread their wings further to a new horizon.

Following are the successful establishment under their great name:

➢ AM MOTORS: Platinum dealer for Maruti Suzuki cars.

➢ VISCOLUBES: Authorized Distributor for SERVO lubricants in 3 districts.
➢ SUN FERROMELT: Steel plants owned by AM Group at Kanhangad.
➢ AM PETROLEUM: Retail outlet of Indian Oil Corporation at Malappuram.
➢ AM HONDA: Authorized dealer Honda motorcycles &scooters India Ltd.

12
13
 ORGANIZATION CHART

MANAGING DIRECTOR

DIRECTOR SALES DIRECTOR SERVICE

SALES FINANCE HR & SERVICE PDI SPARES

DEPARTMENT DEPARTMENT OPERATIONS MANAGER MANAGER

MARKETING SENIOR ASSISTANT 1.WORK SPARES

AND ACCOUNTANT MANAGER TECHNICI
SHOWROOM AND
HR ANS
2.CRM & PICKER
EXECUTIVES ACCOUNTANS
CRE
3.SERVICE &
ADVISORS
4.TECHNICI CASHIER
ANS

14
 1.4 NEED FOR STUDY

After globalizations, number of two wheeler markets has Entered Indian Market. New
companies have been set up with foreign,especially Japanese Coll
aboration by a l r e a d y established companies. Honda motors Japan has set up
subsidiary company at Gurgaon , India to offer state of the art Honda two wheelers to
Indian makes Honda motors with its wide product range has achieved a re spectful
market shone with strong dealer network and excellent after sales services. Even
though there is waiting period for some products, some are available across the
shelf dealerships are upon not only at metros, but also at urban and semi urban areas.

This is to provide prompt after sales services .it has opened class of art show rooms
and work shops at all the places. There is a need to study to efforts put in by the Company,
Dealers and Service network to study the extent to which customers are satisfied with
the product, service and allied services etc. Hence it is proposed to study the Customer
Satisfaction levels of Honda Customers with respect to the product performance, after
sales service and other allied s ervices like finance facility, availability of spares and
accessories etc.

15
 1.5 OBJECTIVES OF THE STUDY

To study the profile of two wheeler Industry in India.

To study the marketing activities of Honda Motors.

To study the Dealership profile of Vishnu Honda.

To study the customer handling practices prior to sale, during sale and after

sale and assesses the satisfaction levels of customers.

To offer suggestion for improving the customer satisfaction.

16
 1.6 SCOPE OF THE STUDY

The research was carried out to find factors which influence customer satisfaction level to
maximum level. The study projects that customer satisfaction level change with change in
various factors like during sales evaluation, during delivery of the vehicle, and after sales
evaluation. This research is an attempt to provide feedback to motorcycle manufacturer
Honda Motors India .Ltd. so that they can bring about changes in various departments of
their organization which will help them in becoming number 1st motorcycle brand in India.

For instance during research factors such as technology, maintenance, looks, style, brand
image, behavior of dealers, timely delivery of documents and vehicle and proper about the
product were considered.

This research would give necessary details to Honda motors so that it could know the various
factors that affect customer satisfaction level and then initiate appropriate changes to make
it number 1st motorcycle brand in India.

17
 1.7 LIMITATIONS OF THE STUDY

❖ The study is limited to Honda Motors Customers who have purchased or come for
service to M/s Amwings Honda at Palakkad.

❖ Since a convenient sampling method is adopted, the sample may not be

representing all types of customers.

❖ As the study is conducted for a limited period and hence it may not be exhaustive.

18
 CHAPTER-2
REVIEW OF LITERATURE

19
2.1 INTRODUCTION
In this Chapter, the researcher has made an attempt to study and understand the complex
concepts of Customer Satisfaction. This attempt includes, understanding the basic concepts
of Customer satisfaction, analysing research studies made by earlier researchers in respect
of Customer Satisfaction in Cellular Phone Industry, various Customer Satisfaction Models
and various Methods of Measurement of Customer Satisfaction. For this, the researcher has
used various books, research Journals and websites. The detailed list is further elaborated
in the Bibliography. Through this Literature Survey researcher wants to find out which are
the important parameters of Customer Satisfaction in respect of Cellular Phone Subscribers
in Pune City. Pune presently is one of the most modern cities of Maharashtra. It is the Head
Quarter of the Indian Army's Southern Command, Air base for Indian Air Force, and a
Military Cantonment. It is the home of Gopal Krishna Gokhale, Maharshi Dhondo Keshav
Karve, Wrangler P.R. Paranjape, and Mahatma Jyotiba Phule. The University of Pune offers
courses in languages, basic sciences, social sciences, law, and management. Pune is thus a
city of political leaders, reformers, educationists, revolutionaries, and scientists.

2.2 CUSTOMER SATISFACTION

Last few decades have witnessed dramatic changes in market environment characterized by
unprecedented levels of diversity, knowledge richness and turbulence. The turbulence in
environment has created by macro environmental changes, namely, technological advances
and globalization. The technological changes have made the traditional economic concept
of scale, scope and structure irrelevant in the new economy removing the time and place
barriers of doing business. Technological advances combined with forces of globalization
have resulted in the transformation of the economy, industries, markets and customers,
resulting in a connected knowledge economy, borderless global economy, globalizing,
converging and consolidating 54 industries, fragmenting and frictionless markets and active,
connected, informed and demanding customers. Organizations’ attempts to adapt to these
changing environmental realities have effected changes in the focus, emphasis and scope of
marketing. Today’s customers demand choice and convenience. Customers mix and match
according to their needs for product or service. Customer “satisfaction presents a versatile
cross-channel metric to gauge the

20
service provider’s strengths and weaknesses from the customer’s point of view. The concept
of customer satisfaction occupies a central position in marketing thought and practice.
Satisfaction is a major outcome of marketing activity and service to link processes
culminating in purchase and consumption with post purchase phenomenon such as
attitudinal change, repeat purchase and brand loyalty. It is a feeling, which a customer gets
from a process of evaluating what was received against that expected, the purchase decision
itself and the fulfillment of needs and want. The key to customer satisfaction lies in meeting
these expectations. Expectations are created in the customer mind from a variety of causes
and reasons like past- experience, promotional claims, word of mouth and third party
information. Kotler also noted that satisfaction is a function of perceived performance and
expectations that identifies feelings of a person resulting from comparing a products
perceived performance in relation to his/her expectations. Customer satisfaction is multi-
dimensional in nature and lies with multiple experiences with the service provider.
Customer satisfaction is a business term, which is used to capture the idea of measuring
how, satisfied an enterprise customers are with the organizations efforts. During the past
decades, customer satisfaction has emerged as a strategic imperative for most firms. In the
1980’s, achieving a higher satisfaction became a goal in itself. During the 1990’s, there was
a widespread realization that satisfaction is a strategic goal for all organization involved in
the delivery of customer service. Satisfied customers usually return and buy more, they tell
people about their experiences, and they may well pay a premium for the privilege of using
service product of the organization.

21
 CHAPTER-3
RESEARCH METHODOLOGY

22
 RESEARCH METHODOLOGY

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

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

23
 3.1 RESEARCH DESIGN

Research design is the first and foremost step in methodology adopted and undertaking
research study. It is overall plan for the collection and analysis of data in the research
project. Thus, it is an organized, systematic approach to be the formulation, implementation
and control of research project.

Infect, a well planned and well balanced research design guards against collection of
irrelevant data and achieves the result in the best possible way.

24
3.2. SAMPLING TECHNIQUES

➢ RANDOM SAMPLING METHOD

Random sample is a subset of individuals (a sample) chosen from a larger set( a

population). Each individual is chosen randomly and entirely by chance, such that each
individual has the same probability of being chosen at any stage during the sampling
process, and each subset of k individuals has the same probability of being chosen for the
sample as any other subset of k individual.

➢ NON-RANDOM SAMPLING METHOD

The types of methods describes so far have all been random .i.e. every item in a population
has a known chance of being included in a sample. NOT ALL OUTCOMES HAVE A
NON CHANCE OF OCCURRING OF f SOME OUTCOMES HAVE A ZERO CHANCE
OF OCCURRING. Non random sampling is useful when descriptive comments about the
sample itself are desired.

25
 3.3 TOOLS FOR ANALYSIS

➢ Questionnaire Survey
➢ Books
➢ Percentage Analysis
➢ Magazines
➢ Internet
➢ Annual report of the Company

26
 CHAPTER-4
DATA ANALYSIS AND
INTERPRETATION

27
 TABLE NO.1. QUALIFICATION:

Qualification No. of respondents Percentage(%)

Under Graduate 11 17
Graduate 32 50
Post graduate 14 22
Any other 7 11
Total 64 100

GRAPH NO.1. QUALIFICATION:

Qualification

11%
17%
Undergraduate

Graduate
22%
Post graduate

Any other

50%

INTERPRETATION:

17% of the respondents are under graduate and 50% of the respondents are graduates. From
this we can infer that 67% of the vehicle is under these groups. 22% are of post graduates
and the remaining is of other groups.

28
 TABLE NO.2. FAMILY INCOME
Family Income(yearly) No. of respondents Percentage(%)
Below 1 lakh 39 61
1-2 lakh 22 34
2-5 lakh 3 5
Above 5 lakh 0 0
Total 64 100

GRAPH NO.2.FAMILY INCOME

ANNUAL FAMILY INCOME

0%

5%

Below 1 Lakh

34% 1-2 Lakh

2-5 Lakh

61% Above 5 Lakh

INTERPRETATION:

It is surprising to note that 95% of the vehicle owners are having annual income
less than 2 lakhs. I n th is 5 % ar e h av ing in co me b etw e en 2 lak hs to
5 lak h s . Tho u g h th i s lo ok s u n- r eliab l e, generally respondents do not reveal
their real incomes. They have quoted their incomes as per the Ration Cards they
possess

29
TABLE NO.3. TYPE OF TWO-WHEELER
Type of Two-Wheeler No. of respondents Percentage(%)
Scooter 25 39
Motorbike 30 47
Any other 9 14
Total 64 100

GRAPH NO.3. TYPE OF TWO-WHEELER

TYPE OF TWO WHEELER

14%

39% Scooter

Motorbike

Any other

47%

INTERPRETATION:

Most of the respondents(47%) are using motorbikes and 39% of respondents are using
scooter. The rest of the respondents are using bullet, cycles etc..

30
TABLE NO. 4. DURATION OF THE USAGE OF THE VEHICLE

Duration of usage No. of respondents Percentage(%)

Of the vehicle
Less than 1 year 24 38
1-5 years 11 17
5-10 years 29 45
Above 10 years 0 0
Total 64 100

GRAPH NO.4. DURATION OF THE USAGE OF THE VEHICLE

Duration

0%

38% Less than 1 year

45%
1-5 years
5-10 years
Above 10 years

17%

INTERPRETATION:

38% of the vehicle owners are using the vehicle from less than a year. 17% are using the
vehicle since 5 years. 45% of the users are using a vehicle for a maximum of 5 years.

31
TABLE NO.5. BRAND OF THE VEHICLE

Brand No.of respondents Percentage (%)

Dio 8 13
Twister 2 3
Stunner 6 9
CBR250 1 2
Dazzler 15 24
Activa 15 23
Aviator 2 3
Shine 15 23
Total 64 100

GRAPH NO.5. BRAND OF THE VEHICLE

SALES

13%
3% Dio
23%
Twister
Stunner
9%
CBR250
3% 2% Dazzler
Activa
Aviator
23% 24%
Shine

INTERPRETATION:

Dazzler, Activa and Shine are the most popular brand of Honda two wheelers.

32
TABLE NO.6. REASON FOR THE SELECTION OF THIS BRAND

Reason No.of Percentage (%)

respondents

Price 52 82
Promotion 0 0
Appearance 12 18
Technology 0 0
Any other 0 0
Total 64 100

GRAPH NO.6. REASON FOR THE SELECTION OF THIS BRAND

REASON

0%

19%
Price
0%
Promotion

Appearance

Technology
81%

INTERPRETATION:

While choosing Honda and a particular model, the customers are influenced by
the price of the vehicle. Limited importance is given to Appearance of the vehicle.

33
TABLE NO.7. INFLUENCER

Influence No. of respondents Percentage(%)

Self 2 3
Family 2 3
Friends 50 78
Advertisement 10 16
Any other 0 0
Total 64 100

GRAPH NO.7. INFLUENCER

INFLUENCER

0%
3% 3%
16%

Self
Family
Friends
Advertisement
Any other

78%

INTERPRETATION:

78% of the customers have decided to buy Honda Vehicle influenced by their
friends. 16% are influenced by the advertisements.

34
TABLE NO.8. REASONS FOR CHOOSING AMWINGS HONDA MOTORS

Reason No. of respondents Percentage(%)

Local dealer 35 55
Service dealer 25 39
Schemes 2 3
Finance availability 2 3
Any other 0 0
Total 64 100

GRAPH NO.8. REASONS FOR CHOOSING AMWINGS HONDA MOTORS

REASONS

3% 3%

Local dealer
Service dealer
39% Schemes
55%
Finance availability

INTERPRETATION:

55% of the customers have brought the vehicle from the particular dealers
because he is alone dealer. 39% have preferred because the dealer is also a
service dealer. Schemes and finance facility have impact on dealer choice.

35
TABLE NO.9. SATISFACTION

Satisfaction No. of respondents Percentage(%)

Yes 55 86
No 9 14
Total 64 100

GRAPH NO.9. SATISFACTION

SATISFACTION

14%

Yes
No

86%

INTERPRETATION:

86% of the respondents are satisfied with Honda two wheelers.

36
TABLE NO.10. REASON FOR NON-SATISFACTION

Reason for No No. of respondents Percentage(%)

More petrol 2 22
Consumption/ less
mileage
Less pick up 2 22
Non-availability of 3 34
spares
Any other 2 22
Total 9 100

GRAPH NO.10. REASON FOR NON-SATISFACTION

REASON FOR NON-SATISFACTION

22% 22%

More petrol
Less pick up
Non-availability of spares
Any other
22%
34%

INTERPRETATION:

The reason for non-satisfaction varies according to the respondents.

37
TABLE NO.11. SERVICE RATING

Rating No. of respondents Percentage(%)

Excellent 5 8
Good 19 30
Average 18 28
Below Average 22 34
Total 64 100

GRAPH NO.11. SERVICE RATING

RATING

8%

34%
Excellent
30% Good
Average
Below Average

28%

INTERPRETATION:

34% of the customers are not satisfied services of the dealer Amwings Honda motors.
30% as Good and 28% are average.

38
TABLE NO.12. COST OF SPARES AND SERVICE

Rating No. of respondents Percentage(%)

High 20 31
REASONABLE 9 14
Competitive 25 39
Affordable 10 16
Total 64 100

GRAPH NO.12. COST OF SPARES AND SERVICE

RATING

16%

31%
High
Reasonable
Competitive
Affordable
39%
14%

INTERPRETATION:

39% of the people feel that the cost and price of the vehicle is competitive. 31% of people
feel that the cost and service price is high.

39
TABLE NO.13. LOYALTY TO DEALER

Loyalty No. of respondents Percentage(%)

Yes 16 25
No 48 75
Total 64 100

GRAPH NO.13. LOYALTY TO DEALER

LOYALTY

25%

Yes No

75%

INTERPRETATION:

75%of the customers not satisfied with service of Vishnu Honda. They do not want to get
service from this dealers after free services.

40
TABLE NO.14. ASSOCIATION WITH HONDA

Association No. of respondents Percentage(%)

First time 50 78
1-3 years 9 14
3-5 years 4 6
Above 5 years 1 2
Total 64 100

GRAPH NO.14. ASSOCIATION WITH HONDA

ASSOCIATION

2%

6%

14%
First time
1-3 years
3-5 years
Above 5 years

78%

INTERPRETATION:

78% of the respondents are approaching Honda motors for the first time. Only there are
2% of respondents who have been associated with Honda for more than 5 years.

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TABLE NO. 15. RATING HONDA

Rating No. of respondents Percentage(%)

Strongly Agree 13 20
Agree 32 50
Strongly Disagree 13 20
Disagree 6 10
Total 64 100

GRAPH NO.15. RATING HONDA

RATING HONDA

10%
20%

20% Strongly agree

Agree
Strongly Disagree
Disagree

50%

INTERPRETATION:

50% of respondents are agreed upon these parameters. Whereas, 20% of respondents
strongly disagree.

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TABLE NO.16. OVERALL OPINION

Overall opinion No. of respondents Percentage(%)

Very bad 4 5
Neither bad or good 6 10
Good 22 35
Very good 32 50
Total 64 100

GRAPH NO.16. OVERALL OPINION

OPINION

6%
10%

Very bad
Neither bad or good
50%
Good
Very good
34%

INTERPRETATION:

34% of people said that Honda motors are good and 50% of people said that it is very
good.

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TABLE NO.17. RECOMMENDATION

Recommendation No. of respondents Percentage(%)

Likely 30 47
Very Likely 15 23
Unlikely 10 16
Very Unlikely 9 14
Total 64 100

GRAPH NO.17. RECOMMENDATION

RECOMMENDATION

14%

Likely
16% 47% Very Likely
Unlikely
Very Unlikely

23%

INTERPRETATION:

47% of people like to recommend Honda to their friends and family. Only, 14% of people
are unlikely to recommend.

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TABLE NO.18. CAMPAIGNS AND PROMOTIONS

Campaigns and No. of respondents Percentage (%)

promotions

Likely 50 78
Very Likely 10 16
Unlikely 4 6
Very Unlikely 0 0
Total 64 100

GRAPH NO.18. CAMPAIGNS AND PROMOTIONS

CAMPAIGNS AND PROMOTIONS

0%

6%

16%
Likely
Very Likely
Unlikely
Very Unlikely

78%

INTERPRETATION:

94% of people likes the campaigns and promotions of Honda motors.

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TABLE NO.19. COMPANY PREFERENCE

Company No. of respondents Percentage(%)

Honda 30 47
Yamaha 15 23
Bajaj 10 16
Tvs 9 14
Total 64 100

GRAPH NO.19. COMPANY PREFERENCE

COMPANY

14%

Honda
16% 47% Yamaha
Bajaj
Tvs

23%

INTERPRETATION:

47% of people like to cope up with Honda Motors. Others like to choose other companies.

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TABLE NO.20. EXPERIENCE OF THE CUSTOMERS

Experience No. of respondents Percentage (%)

Excellent 15 23
Good 30 47
Satisfactory 12 19
Not good 7 11
Total 64 100

GRAPH NO.20. EXPERIENCE OF THE CUSTOMERS

EXPERIENCE

11%
23%

Excellent
19%
Good
Satisfactory
Not good

47%

INTERPRETATION:

60% of people are very well experienced with the vehicles. Only 11% of people are
unhappy with the vehicles.

47
 CHAPTER-5
CONCLUSIONS

48
 5.1 FINDINGS

 Respondents in the income group of 10000 – 15000 and 20000 and above using
Activa.
 Among the 100 respondents surveyed mostly 90% customer are satisfied with these
scooty.
 Only 10% customer is dissatisfied with Honda active because of average.
 Most of the customer is educated and qualified.
 Battery mileage
 Novel style
 Offer provided
 Percentage of well equipment service station
 Long lasting durability

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 5.2 SUGGESTIONS AND RECCOMENDATIONS

Regular availability of all models should be ensured. Efforts have to be taken toensure no
stock outs for Activa, Unicorn and Shine. Dealer has to put efforts to improve quality of
after sales service as majority opined that they would not prefer the dealer after free
services. Dealer and Company should ensure availability of flagship brand Activa. Due
to non availability, majority of the prospective customers are shifting to other
company brands. Customers are suspecting the dealers role in sticking to booking
schedule. Efforts to be taken toensure transparency in booking. Customer feedback
system after sale and service would improve the image of the dealer. Dealer has to tie up
with banks to provide finance at competitive interest rates. Dealer has to be aggressive in
marketing the vehicles as they face a very tough competition from local Honda Dealer
i.e., Jupiter Honda Dealer as well as the company has to put all efforts to enhance the
image of the brand as well as the dealership.

50
5.3 CONCLUSION

Honda is a major player in Two wheeler market. In India almost every second motor cycle
solids from Honda. It is has many award to its credit. How strong the brand may be, every
organization has to strive to improve customer satisfaction. With increasing
competition and customer expectations, Customer Satisfaction is the key to
success of any organization. Dealers play a very important role in the marketing of any
product. Their role is vital mainly in the case of consumer durables in general and
automobiles in particular. Unlike majority of consumer durables, automobiles
need periodic maintenance. Two wheelers have a peculiar feature as they are used
by common man who hardly has any knowledge of the functioning or repairing of the
vehicle, dealers’ role is very important. Dealer scan enhance or tarnish the image of the
company and the product however good it may be. The strength of Honda motors is its
channel partners, and service availability everywhere. The findings of the study are
summarized below:

Majority of the Honda customers are in the age group of 18 to 25 years.

Majority of them are under graduates.

Honda two wheeler customers are middle class and upper middle class.

Normally a customer uses a Honda vehicle to a maximum period of 10 years

Activa, Stunner and Shine brands are bread winners to Honda.

Customers buy Honda for its technical features like mileage, easy maintenance,
superior technology etc.

Customers buy Honda influenced by their friends.

Customers normally prefer local dealers and service dealers for buying a vehicle.

51
The dealer at Palakkad Amwings Honda motors is rated high by the customers for
service and are not loyal to them for after free services are over

Cost of spares and service is slightly high.

52
 BIBLIOGRAPHY AND REFERENCES

1. INTERNET

• http://www.scribd.com
• http://www.wikepedia.com
• http://www.slideshare.com
• http://businessdictionary.com
• http://www.reference.com

2. BOOKS
• Customer Satisfaction is Worthless, Customer Loyalty is Priceless: How to Make
Customers Love You, Keep Them Coming Back and Tell Everyone They Know
• The Little Book of Big Customer Satisfaction Measurement

3. Newspapers and Magazines

4. Showrooms and employees

53
APPENDIX

54
 QUESTIONNAIRE

Name :
Age :
Gender :
Address :

Occupation :

1. Qualification:
a) Undergraduate c) Post Graduate
b) Graduate d)Any other

2. Family Income ( Per year)

a) Below 1 lakh c) 2 lakh to 5 lakh
b) 1 lakh to 2 lakh d) Above 5 lakh

3. What type of two-wheeler do you own?

a) Scooter c) Any other (specify)…………
b) Motorbike

4. Since how long are you using the particular two wheeler?
a) Less than 1 year c) 5 to 10 years
b) 1 to 5 years d) Above 10 years

5. Specify the brand of two wheeler do you own?

a) Dio e) Dazzler
b) Twister f) Activa
c) Stunner g) Aviator
d) CBR250 h) Shine

6. You preferred particular brand because of:

a) Price d) Technical factors
b) Promotion e) Any other (specify) ………………….
c) Appearance

55
7. Who influenced you to purchase the two-wheeler?
a) Self d) Advertisement
b) Family e) Any other (specify)…………………
c) Friends

8. Why did you choose Amwings Honda Motors?

a) Local dealer d) Finance availability
b) Service dealer e) Any other (specify)………………….
c) Schemes

9. Are you satisfied with the vehicle?

a) Yes b) No

10. If No, the reason is:

a) More petrol consumption/ less mileage
b) Less pickup
c) Non-availability of spares
d) Any other (specify)…………………………..

11. How would you rate service offered by Amwings Honda for your two-wheelers?
a) Excellent c) Average
b) Good d) Below Average

12. How do you rate the cost of spares and services and charges provided by Amwings
Honda?
a) High c) Competitive
b) Reasonable d) Affordable

13. Do you prefer to get you vehicle serviced at Amwings Honda, after free services also?
a) Yes b) No

14. How long have you been associated with Honda?

a) First time c) 3-5 years
b) 1-3 years d) above 5 years

15. How would you rate Honda Motors on the following parameters?
a) Strongly agree c) Strongly Disagree
b) Agree d) Disagree

56
16. What is your overall opinion about Honda Motors?
a) Very Bad c) Good
b) Neither bad or good d) Very Good

17. How likely would you recommend Honda Motors?

a) Likely c) Unlikely
b) Very likely d) Very Unlikely

18. Do you like campaigns and promotions of Honda Motors?

a) Likely c) Unlikely
b) Very Likely d) Very Unlikely

19. Which company’s vehicle would you prefer more?

a) Honda c) Bajaj
b) Yamaha d) Tvs

20. How was your experience after using the vehicle?

a) Excellent c) Satisfactory
b) Good d) Not good

57