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33. IOSR Journal
of Business and M
anagement (IOSR-
JBM)e-ISSN: 2278
-487X, p-ISSN: 23
19-7668. Volume
16, Issue 5. Ver. I
(May. 2014), PP
65-
74www.iosrjourna
ls.org
34. www.iosrjournal
s.org 65 | Page
35.
36. Custome
r Satisfactio
n towards H
onda Two
Wheelers: A
CaseStudy i
n Tirupati
37. 1
38. Dr. Dugga
ni Yuvaraju(P
DF-Scholar)&
39. 2
40. Prof. S. Du
rga Rao
41. 1,2
42. Department of
Management Studies
,S.V.University, Tiru
pati-517502.Andhra
Pradesh
43. Abstract:
44. Customer satisfa
ction is a feeling of
pleasure or disappoi
ntment resulting fro
m comparing a prod
ucts perceived perfo
rmance or outcome
in relation to his or
her expectations.In t
his paper we found
that 60%ofresponde
nts to know the adv
ertisement of Honda
Bike through media,
90 percent of the re
spondents werecomp
letely satisfied with
the mileage and per
formance of the bike
, 73% of respondent
s are satisfied with
pick-upof the Honda
Bike , 56% of the re
spondents are attrac
t the quality of the s
ervice to choose this
bike, 50% of theresp
ondents are satisfied
with the design of th
e bike, 54% of the r
espondents consider
ed the price of the
Honda,
45. 60 % of the resp
ondents felt the expl
anation to be “exce
llent”.
46. According to th
e chi-square test fin
d that there issignifi
cance difference bet
ween the preferable
factors like mileage,
pickup, price and de
sign.
47.
48. I.
49.
50. Introduction
51. The two wheeler
industry has been go
ing steadily over the
years all over the wo
rld. India is not anex
ception for that. Tod
ay India is the secon
d largest manufactur
es of two wheelers i
n the world. It stands
nextonly to Japan an
d China in terms of
number of two whee
lers produced and so
ld. Until 1990 geare
d scootersdominated
the two wheelers ma
rket so much so that
their sales equalled t
he combined sales of
Motor cycles andMo
peds. Today the cust
omer preferences ha
ve shifted from gear
ed scooters to motor
cycles and also to an
extentto the premiu
m end scooters. Wit
h rising fuel cost and
more recently string
ent emission norms i
mposed by thegover
nment, there is a dist
inct consumer prefer
ence for high efficie
ncy. The Honda stor
y is the story of one
man, Soichiro Hond
a, and his unparallel
ed achievement of br
inging motor cycles
to the masses. Soichi
ro Hondawas a racer
, a businessman, and
a manufacturer. But
most of all he was a
dreamer. He dreame
d of a better wayof
making piston rings,
founded a small com
pany, and began pro
duction. He dreamed
of giving peopleever
ywhere an economic
al form of transporta
tion, and began prod
ucing small motorcy
cles, including one b
uiltin 1949 called th
e D-Type Dream. He
also loved racing too
. So his company bui
lt bigger and faster
machines,two, four,
five and six-cylinder
race bikes and won t
he Isle of Man. Hon
da Motor Company i
s by far the world'sbi
ggest motorcycle ma
ker. Honda's first mo
torcycle was born ou
t of necessity in imm
ediate post World W
ar IIJapan, where pu
blic transportation w
as desperately overcr
owded and gasoline
severely restricted.
Uniquepractices crea
te unique organizatio
ns.Honda was establ
ished upon the funda
mental belief in the
value of each individ
ual. Based on ourphi
losophy, we respect i
ndependent spirit an
d freedom, equality
and mutual trust of h
uman beings who w
ork foror come in co
ntact with our comp
any. As such our ma
nagement policies fo
cus on developing a
nd enhancing theess
ential characteristics
that every individual
possesses - capacity
to think, reason, and
most importantly - t
heability to dream. B
eing the largest prod
ucer of 2-wheelers a
nd one of the most a
dmired companies in
the worlddefinitely t
hrills us. But what th
rills our associates m
ost is the 'Joy of Cre
ating', one of our mi
ssions at Honda,whi
ch promotes workin
g for our own happin
ess. If you have a pa
ssion for 2-wheelers
and possess a challe
ngingspirit, your abil
ities are more import
ant to us rather than
which university you
passed from.India wi
ll be the biggest glob
al market for Honda'
s two-wheeler busin
ess by 2015 before e
ventuallyaccounting
for 30 per cent of its
overall market share.
At present, this is 13
per cent but the com
pany is goingflat out
with new product la
unches as part of an
aggressive growth st
rategy. The 110cc D
ream Yuga motorcyc
le,unveiled at the Au
to Expo here on Thu
rsday, will roll out th
is year for the mass
market, a segment in
whichHonda's forme
r partner, the Hero g
roup, rules the roost
with the Splendour a
nd Passion brands.
52. Mass market pri
cing
53. The Yuga is expe
cted to be priced co
mpetitively at aroun
d Rs 45,000, which c
ould give the compa
nythe much needed
momentum in its mo
torcycle business. T
he other launches in
cluded a new 110cc
Dio scooteras well a
s the larger CBR150
R and 250R bikes. O
fficials said Honda
R&D would now wo
rk closely with theM
anesar operations of
HMSI (Honda Moto
rcycle & Scooter Ind
ia), which would fac
ilitate faster productl
aunches in the comi
ng years. In addition
, the company will i
ncrease the number
of its zonal offices a
nd trainingcentres ke
eping in mind the gr
owing demand from
smaller towns and th
e need to be closer t
o this critical buyerb
ase. Clearly, Honda i
s determined to mak
e up the lost number
s ceded to the Hero
group, which works
out to
54.
55.
56. Customer Satis
faction towards H
onda Two Wheele
rs: A Case Study i
n Tirupati
57. www.iosrjournal
s.org 66 | Page
58.
59. over five million
units annually. The r
evised strategy will
call for an aggressiv
e play in the pricing
segmentwhile offeri
ng top quality produ
cts.
60. Global share
61. India will, in the
process, take over fr
om Indonesia and Vi
etnam as Honda's bi
ggest two-
wheelermarket over
the next five years.
As for the bigger go
al of 30 per cent shar
e in its global busine
ss, Honda's annualtw
o-wheeler volumes h
ere would have to be
in the region of 10 m
illion units annually.
Observers believe th
iscould become a rea
lity by 2020. At pres
ent, over four millio
n units are in place f
rom its three units in
Manesar(the largest
with 1.6 million), th
e recently commissi
oned Rajasthan plant
and the newly identi
fied site inKarnataka
(with capacities of 1.
2 million units each)
. The balance six mil
lion bikes and scoote
rs, in that case,will h
ave to be generated f
rom new facilities ev
en as reports are alre
ady doing the rounds
that Honda is lookin
gat options in the we
stern and southern re
gions post-2014.
62. Review of literat
ureDr.N.Chandrase
karan
63. investigated the
wants of the custom
er are carefully studi
ed by conducting sur
veys onconsumer be
havior. The study als
o helps to know vari
ous marketing variab
les such as price and
productfeatures. Thi
s study will help gai
n knowledge about t
he influence of cons
umer to prefer a part
icular brand andthe
problems faced by th
em using such brand
s.
64. Dr.S.K.Sinha&
Ajay Wagh
65. examined that In
dia is one of the fast
est growing telecom
munication markets
of thetwenty first ce
ntury. The common
man, artisans, agricu
ltural labours, vendo
rs and workers from
every walk oflife are
comfortably using th
e services provided
by telecom industrie
s. The potential of ca
pturing market
66. segment will sure
ly depend upon unde
rstanding dynamics
of customer’s prefer
ence.
67. According to Le
wis &Boom
68. service quality is
considered as a meas
ure of how well the s
ervice deliveredmatc
hes customers expec
tations on providing
a better service than
the customer expect
organizational brand
promotional strategi
es should be based o
n developing innovat
ive offers &products
, developing cost frie
ndlyvalue driven pac
kages and tariffs, off
ering quality service
s after sales service
& ability to make cal
ls withoutgetting cut
off &also to provide
cheaper cost of calls
to other networks.
69. Dr. C. Annanda
n&M.Prasanna Mo
han Raj &Mr.S.Ma
dhu
70. examined the ne
w mantra of all FMC
G giants is;To get ric
h, sell to the rural,. S
o they have started
marketing programs
to explore the untap
ped segment of rural
markets. As far as F
MCG is concerned, t
he market penetratio
n and consumption i
n rural areas is low s
o there isan opportu
nity for marketers to
utilize the market eff
ectively. Another ke
y positive aspect is t
he currentgovernme
nt focuses on rural ar
eas. Understanding t
he rural customers.I
nadequate data on ru
ralmarkets.Reaching
of products or servic
es to 6.4 lakhs villag
es for poor infrastruc
ture facility.
71. Rachel Dardis,
HoracioSoberon-
Ferrer
72. investigated the
consumer decision
making is multinatio
nal, that isconsumer
choices are not base
on a single product a
ttributes, instead con
sumers view product
s as bundles ofattrib
utes. Product attribut
es (automobile attrib
utes) as well as hous
ehold characteristics.
In both instances, th
ehigher the value of
the cost index or the
Trouble Index, the m
ore unsatisfactory th
e car is relative to ot
her cars.A better edu
cated household mig
ht be more informed
about the performan
ce properties of Japa
nese cars andattracte
d by the higher value
reliability of these ca
rs.
73. II.
74.
75. Need For The
Study
76. Customer satisfa
ction provides an ind
ication of how succe
ssful the organizatio
n is providing produ
ctsand/or services to
the market place. Or
ganizations need to r
etain existing custo
mers while targeting
non-customers. So, t
o retain the customer
s for longer time the
marketer has to kno
w the customer satis
faction levels.Thus, t
his study is conducte
d to know the satisfa
ction levels of custo
mers of Hondabikes
77. Scope Of The St
udy:
78. The scope is conf
irmed only to exami
ne the “Customer Sa
tisfaction “with
79. reference to Hon
da bikes
80. ”
81. and to find possi
ble remedies to coun
teract their competiti
on.
82. Objectives Of T
he Study
83.
84.
85. To find out the c
ustomers satisfaction
level towards Honda
bikesservices?
86.
87.
88. To find out the fa
ctors that influence o
n customers, when t
hey are purchasing
Honda bikes.
89. LLiimmiittaattii
oonnss
90. The survey was r
estricted to Tirupathi
only.They may be fe
w opinions, which m
ight have been misse
dout.The accuracy o
f the analysis and co
nclusion drawn entir
ely depends upon th
e reliability of the in
formationprovided b
y the employees.Sin
cere efforts were ma
de to cover maximu
m departments of th
e employees, but the
91.
92.
93. Customer Satis
faction towards H
onda Two Wheele
rs: A Case Study i
n Tirupati
94. www.iosrjournal
s.org 67 | Page
95.
96. study may not ful
ly reflect the entire o
pinion of the employ
ees.In the fast movin
g/changing employe
esbehaviour, name n
ew and better things
may emerge in the n
ear future, which can
not be safeguard in t
his report.
97. III.
98.
99. Methodology
100. A research desi
gn is considered as t
he framework or pla
n for a study thatgui
des as well as helps t
hedata collection an
d analysis of data. Pr
esent study is an ana
lytical and descriptiv
e in nature and based
onempirical study. T
he data was collecte
d from both primary
and secondary sourc
es. The primary sour
ce of datais responde
nts concerned and co
llected by using a pr
edefined questionnai
re.The secondary so
urces includebooks,
articles, periodicals,
newspapers, various
reports, websites etc.
101.
102.
103. Data Sources:
104. The study is ba
sed on both primary
and secondary data.
105.
106.
107. Secondary Data
:
108. Secondary data
is collected from the
company records pu
blications of Journal
s,Newspapers and W
ebsites and websites.
109. Primary Data:
110. Primary data is
collected from the c
ustomers of Honda
motors through Ques
tionnaire.
111.
112.
113. Research appr
oach:
114. Survey method
115.
116.
117. Research instr
ument:
118. Questionnaire
119.
120.
121. Contact metho
d:
122. Personal conta
ct
123.
124.
125. Data analysis:
126. Chi-square test,
percentage analysis
127.
128.
129. Sampling Plan
:
130.
131.
132. Sampling unit:
133. Customers of H
onda bikes.
134.
135.
136. Sample size:
137. 100
138.
139.
140. Sampling meth
od:
141. Convenience s
ampling method
142. IV.
143.
144. Data Analysi
s And Interpretat
ion
145. The data after c
ollection have to be
processed and analy
zed in accordance wi
th the outline laid do
wnfor the purpose at
the time of developi
ng the research plan.
The processing of da
ta implies editing, co
ding,classification, t
abulation and presen
tation of collected da
ta so that they are en
able to data analysis.
146. 11)) WWhhiicc
hh bbrraanndd ddo
o yyoouu oowwnn?
?
147. CCHHAARRT
T
148. Interpretation:
149. From above it
can be stated that the
general satisfaction l
evel of for Honda in
twin cities ofHydera
bad and Secunderab
ad is 60%.
150. 2). Sources of a
wareness:
151. The customer
was enquired about t
he sources of awaren
ess with regard the
Honda.This will hel
p to know us to whic
h sources is playing
a major role in creati
ng awareness among
the customers.
152. 1 HERO60%2 H
ONDA20%3 TVS15
%4 SUZUKI5%
153. RESP
ONDENTS
154. SS NNOO PPRROO
DDUUCCTT RREESSP
POONNDDEENNTTSS
%% 11 HHEERROO
6600 6600 22 HHOONN
DDAA 2200 2200 33 TT
VVSS 1155 1155 44 SSU
UZZUUKKII 55 55
155.
156.
157. Customer Sat
isfaction towards
Honda Two Wheel
ers: A Case Study
in Tirupati
158. www.iosrjourn
als.org 68 | Page
159.
160. 1T.V 35 352NEWSP
APERS 25 253 FRIENDS
12 124 DEALERS 28 28
161. CHART
162. Interpretation:
163. Out of the resp
onses obtained from
100 customers 28%
said that they becam
e aware of theFriend
s. And through the fr
iends 35% of the cus
tomers are aware fro
m the T.V.And anot
her 25%are aware of
bythe NEWS PAPE
RS. And only 12% a
re aware by the DEA
LERS.
164. 3). Level of sati
sfaction on design
165. The customer
was enquired about t
he level of satisfacti
on with regard to the
Honda.CHART
166. Interpretation:
167. Out of the resp
onses obtained from
100 customers 30%
said that they are exc
ellent satisfied and2
0% were good and 4
0% were average an
d 10% were vehicle i
s poor. This data is o
btained by most of
memberswere satisfi
ed by hero product.
168. 4). What are th
e valuable attribute
s you normally look
while purchasing a
Two-wheeler?
169. S NO ATTRIBUTES
RESPONDENTS %1 QU
ALITY SERVICE 56 562
LESS PRICE 20 203 BR
AND IMAGE 24 244 TO
TAL 100 100
170. T.V35%NEW
SPAPERS25%FR
IENDS12%DEA
LERS28%
171. RES
PONDE
NTS
172. 02040
173. %
174. 1 EXCELLENT 30 3
02 GOOD 20 203 AVER
AGE 40 404 POOR 10 10
175.
176.
177. Customer Sat
isfaction towards
Honda Two Wheel
ers: A Case Study
in Tirupati
178. www.iosrjourn
als.org 69 | Page
179.
180. CHART
181. Interpretation:
182. From the above
it can be stated that
general normally an
y one while purchasi
ng a four wheelermo
st of the members ar
e seeing 50% of me
mbers are seeing PE
RFORMENS and 30
% of members are se
eingDESIGN And 1
0% of members are s
eeing PRICE and 10
% of members are O
thers.
183. 5. Suggesting t
o friends:
184. The following t
able is regarding the
customer likeliness i
n suggesting this sho
wroomto other frien
ds. This is an indicat
or of customer satisf
action also.
185. Let’s see the re
sponses.
186.
187. S NO SUGGEST FRI
ENDS RESPONDENTS
%1 YES 90 902 NO 10 1
0
188. CHART
189. Interpretation:
190. A look at the c
hart shows that 90%
of the members are s
uggesting and 10% o
f the members areno
t suggesting.
191. 6) What is you
r opinion about mil
eage?
192. S NO OPINION RES
PONDENTS %1 EXCEL
LENT 50 502 GOOD 30
303 AVERAGE 15 154 P
OOR 5 5
193. CHART
194. Interpretation:
195. Out of the 100
respondents 50% of
them told “EXCELL
ENT” and 30% of th
em told “GOOD”an
d 15% of them told “
AVERAGE” and 5
% of them told “PO
OR”.
196.
197. Less price
20%Qualityser
vice
198. …
199. Brandima
ge
200. …
201.
202. 050100Y E
S N O
203. RESP
ONDENTS
204. RESPONDENT
S
205. EXCELLEN
T50%GOOD30%
AVERAGE15%P
OOR5%
206.
207.
208. Customer Sat
isfaction towards
Honda Two Wheel
ers: A Case Study
in Tirupati
209. www.iosrjourn
als.org 70 | Page
210.
211. 7)Since how m
any months have yo
u been using Honda
Bike?
212. NO. OF RESPONDE
NTS PERCENTAGE0-6
MONTHS 23 23%6-12
MONTHS 37 37%1-2
YEARS 36 36%MORE T
HAN 2 YEARS 04 04%
213. TOTAL 100 100%
214. Using of the se
rvice (in months):In
terpretation:
215. From the above
table it is seen that 3
7% of the responden
ts have been using H
onda products forpas
t one year. While 36
% have been using it
for more than 1 year,
and a significant 23
% of respondents ha
vebeen using the ser
vice for less than six
months.Only 4% of t
he respondents have
been using Honda pr
oducts formore than
2
216. –
217. years.
218. 8) What is the
reason for choosing
this Bike?
219. NO. OF RESPONDE
NTS PERCENTAGELES
S PRICE 20 20%QUALI
TY SERVICE 56 56%BR
AND IMAGE 24 24%TO
TAL 100 100%
220. Reason for cho
osing the service:Int
erpretation:
221. From the above
table it is shown that
56% of the responde
nts are citing quality
of service as thefact
or. While 24% cited
brand image as the r
eason for choosing t
he service. As far as
price is concerned o
nly20% of the respo
ndents have quoted i
t as the reason for ch
oosing this service.
222. 9) Why do you
prefer for this servi
ce?
223. NO. OF RESPONDE
NTS PERCENTAGECO
NVENIENCE 53 53%EC
ONOMICAL 30 30%SEC
URITY 04 04%FEATUR
ES 13 13%
224. TOTAL 100 100%
225. 0-6 month
s23%6-12 month
s37%1-2
years36%More than 2
years4%
226. Percen
tage
227. Less price20
%Qualityservice5
6%Brandimage24
%
228. No. of
respondent
s
229.