A SUMMER INTERNSHIP REPORT ON

SALES AND MARKETING

STRATEGIES USED BY
“PREMSONS HONDA”

AT
PREMSONS HONDA , HARMU ROAD , RANCHI.

A Report submitted in partial fulfillment of the Bachelor‟s Degree in

Business Administration

( ST.XAVIER‟S COLLEGE , RANCHI )

BY

AMAN TIRKEY

EXAM ROLL NO. 19PBBA043503 SESSION : 2019-2022

DEPARTMENT OF BBA

ST.XAVIER’S COLLEGE – 834001

RANCHI
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 ACKNOWLEDGEMENT

The success and final outcome of this project required a lot of guidance and assistance from
many people , and we are extremely fortunate to have got all along the completion of our
project.

I respect and thank Mr. Santosh Kumar Singh for giving me an opportunity to do the project
work in the PREMSONS HONDA Showroom and providing me with all support and
guidance which made me to complete the project on time . I am extremely grateful to him for
providing such a nice support and guidance through he had such a busy schedule.

I would not forget to remember Mr. Abhijit Dey H.O.D of B.B.A dept, St .Xavier‟s College
Ranchi for providing me with an opportunity to do my internship in the Premsons Honda
Showroom.

I am thankful to and fortunate enough to get constant encouragement , support and guidance
from all the employees of Premsons Honda who helped in successfully completing the
project work.
Also , I would like to extent my sincere regard to all the sales boy and girls for their co-
opeation.

At last , not forgetting my family and friends , who were always beside me all along
completion of my projects.

AMAN TIRKEY

B.B.A 3rd Year

Exam Roll No. : 19PBBA043503

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3|Page
 CERTIFICATE

This is to certify that AMAN TIRKEY, Class Roll No. – 2153, Exam Roll No.-
19PBBA043503, Semester – V has completed the project report on “Summer Internship in
Marketing” at PREMSONS HONDA Showroom in the partial fulfillment of the requirement
for a degree of Bachelor of Business Administration (BBA).

(Abhijit Dey)

Head of Department

Department of BBA

St. Xavier‟s College, Ranchi

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 CERTIFICATE OF APPROVAL

This is certify that the undersigned have assessed and evaluated the project on “ Summer
Internship” done in Marketing at PREMSONS HONDA Showroom in Harmu road, Near
Kishore Ganj Chowk, Ranchi submitted by AMAN TIRKEY of part – III (Semester –V)
for the academic year 2021-2022. This project is original to the best of our knowledge and
has been accepted for Internal Assessment.

Internal Examier External Examiner

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 DECLARATION

I AMAN TIRKEY student of BBA (Part –III) Roll No. : 19PBBA043503 hereby declare
that the project titled “ A SUMMER INTERNSHIP REPORT ” submitted by me for
Semester – V of the academic year 2021-2022 , is based on actual work carried out by me
under the guidance and supervision of Mr. SANTOSH KUMAR SINGH sales manager of
the PREMSONS HONDA showroom and PROF. ABHIJIT DEY . I futher state that this
work is original and not submitted anywhere else for any examination.

(AMAN TIRKEY)

Name & Signature of student

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 CONTENTS

CHAPTER I 8-21
1. Introduction
2. Company Overview
3. Introduction of the study
4. Objectives of the study
5. Limitations of the study
6. Research Methodology

CHAPTER II 22-32
Customer Satisfaction
a) Introduction
b) Tracking & Measuring Customer satisfaction
c) Observation on Customer satisfaction

CHAPTER III 33-47

Profile of Honda
a) Honda Motor Company LTD
b) Profile of Premsons Honda

CHAPTER IV 48-64
1. Analysis of Study
2. Results and Findings
3. Limitation of the study

CHAPTER V 65-72
1. Summary & Suggestions
2. Conclusions
3. Bibliography
4. Questionaire

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 CHAPTER I
1 . INTRODUCTION
The two wheeler industry has been expanding rapidly. Gone are the days when processing a
twowheeler was seen as a luxury. Now a day 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
beingreplaced by power driven two wheelers such as scooters and motorcycles. Not only this,
theindustry has also customers ranging from all demographic segments. It has been common
thateven school going children are driving two wheelers. The women customers are also
increasingdue to increase in women literacy and employment.

If getting a new customer is difficult, then retaining a current customer is more difficult one
andnot only that it is estimated that the cost of attracting a new customer is five times
retaining thecurrent customer. It requires a great deal of effort to induce satisfied customer to
switch awayfrom their current preference. Thus customer attitude is been given top priority in
today‟s competitive world.

NEED FOR THE STUDY:

After globalizations, number of two wheeler markets have entered Indian Market.
Newcompanies have been set up with foreign, specially Japanese Collaboration by
alreadyestablished companies. Honda motors Japan has set up subsidiary company at
Gurgaon , India tooffer state of the art Honda two wheelers to Indian makes Honda motors
with its wide productrange has achieved a respectful 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
allthe places.

There is a need to study to efforts put in by the Company, Dealers and Service network to
studythe 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
respectto the product performance, after sales service and other allied services like finance
facility, availability of spares and accessories etc.

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 2 . COMPANY OVERVIEW

 ABOUT THE COMPANY

 Honda is the world‟s largest manufacturer of two Wheelers , Recognized the world
over as the symbol of Honda two wheelers , the „Wings‟ arrived in India as Honda
Motorcycle and Scooter India Pvt. Ltd. (HMSI ), a 100% subsidiary of Honda Motor
Company Ltd., Japan ,in 1999. Since its establishment in 1999 at Manesar, District
Gurgaon, Haryana, Honda has lived up to its reputation of offering the highest quality
at the most reasonable price. Despite being one of the youngest players in the Indian
two-wheelers market, Honda has become the largest two wheeler manufacturer as
well as the second largest two-wheelers company in India.

 Honda Motorcycle & Scooter India Pvt. Ltd. (HMSI) is the 100% subsidiary of
Honda Motor Company, Japan – the World‟s No.1 two-wheeler company. Honda
started Indian 2Wheeler operations in May 2001. In the 15 years since then, Honda
has grown to become the second largest two-wheeler company in India with over 26
million happy customers in India. Today, every 7 seconds a new customer joins the
fast expanding Honda family in India.

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 Honda is also the fastest growing company in country today. With a host of facilities
under its wings, the first factory of HMSI is spread over 52 acres including a covered
area of about 100,000 sq. meters in Manesar, District Gurgaon, Haryana with an
annual capacity of 1.65 million units. To meet the ever increasing demands of the
products, Honda has started operations of its second plant in Tapukara, District
Alwar, Rajasthan. Expanding to full operations , Honda production capacity has
jumped 30% year on year to 2.8 million per annum in FY 12- 13.On February 17
2016, Honda enograted the “World‟s largest only scooter plant" at Vithalapur Gujarat
with annual capacity of 1.2 million units. The new plant will employ approximately
3000 people within first 2 years of commercial production.

 Honda‟s third plant at Narsapura Industrial Area near Bengaluru, Karnataka is

equipped to manufacture 1.2 million units. Utilizing production technologies refined
at Manesar & Tapukara plants as starting point, the 3rd plant is employed with state-
of-the-art manufacturing, automation and environment friendly technologies to
deliver quality products.

 Growth: Starting FY‟16-17 on high note, Honda 2Wheelers India set the pace of
industry in the first quarter with a stellar 22% growth, compared to 14% growth of
domestic industry. Honda‟s performance stood out as it reinforced its position as both
the Highest market share gainer and Highest volume gainer of the Industry ). In
automatic scooter segment, Honda‟s market share has now reached 58%.Continuing
to post positive growth for every consecutive year in its 15 years of Indian
operations, Honda Motorcycle & Scooter India Pvt. Ltd. (HMSI) closed FY‟2015-16
with a bang. Honda‟s total sales for the fiscal stood at 4,483,459 two-wheelers while
domestic sales closed at 4,283,345 units as Honda‟s all 3 existing plants in India
continued to run on peak capacity. Creating a new high, Honda‟s 2wheeler exports
crossed the 2 lac mark (200,114 units) for the first time ever in fiscal year 2015-16!

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 Current Production: Honda started production in 2001 from its first plant of 1.6
million units capacity at Manesar (Haryana). In 2011, Honda expanded to 2nd plant
of 1.2 million units at Tapukara (Rajasthan). This was followed by 3rd plant of 1.8
million units annual capacity at Narsapura (Karnataka) in 2013. All three plants are
currently running on full capacity. Foreseeing future increase in customer demand for
automatic scooters, Honda inaugurated its new 4th plant in India at Vithalapur
(Mandal Taluka, Gujarat). Entailing investment of INR 1,100 Crore, the green-field
project is unique as Honda‟s only scooter plant in India. The first line started
operations in February 2016 and in just four months, the 2nd line of additional 0.6
million units capacity started operations in June‟16 making this the „fastest ever
capacity creation by Honda 2Wheelers India. Overall, this takes Honda‟s total
production capacity to 5.8 million units - 1.6 million units (1st plant), 1.2 million
units (2nd plant), 1.8 million units (3rd plant) & 1.2 million units (4th plant).

 Network: With new speed, Honda is adding approximately 2 new touch- points
every day. Adding 850 new touch-points, Honda 2Wheelers expanded its network to
4,500+ mark ending FY‟15-16. Aggressively expanding our network footprint, with
special focus on semi-urban and rural areas, we aim to cross 5300 outlets by current
fiscal end. Direct Offices: With its new corporate office in Gurgaon, Honda has
streamlined its strategic planning under 1 roof. Parallelly, penetrated its direct office
presence from its 5 regional offices to 11 zonal offices for amassing local market
intelligence, strategizing, and implementing regional approach faster. The 11 zonal
offices are located at key cities – Chennai, Raipur, Ahmedabad, Bhopal, Patna,
Jaipur, Nagpur, Mohali, Hyderabad, Bhubaneswar & Varanasi.

 Fun Expansion: Honda is proud to be the industry first to promote fun, safety and
environment in India. Honda is proud to be the industry first to promote fun, safety
and environment in India. For 9 years, Honda has initiated and expanded on popular
fun initiatives from grass-root level (Gymkhana and Honda Ten 10 Racing Academy)
to giving national level exposure (Honda One Make Race) to taking Indian racers to
global racing platforms (Dream Cup and Asia Road Racing Championship).
Additionally, Honda has introduced 4 global high-performance fun bikes in India.
These include – CB 1000R, CBR 1000RR Fireblade, VT 1300CX and Goldwing
1800L.

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 Safety Promotion: Honda has educated over 9 lac individuals of all age groups on
safety riding activity with special focus on empowering females and kids.
Additionally Honda 2Wheelers India has adopted ten Traffic Training parks in
Chandigarh, Jaipur, Bhubaneswar, Cuttack, Yeola- Nashik, Hyderabad, Indore,
Ludhiana and two in Delhi where it has trained over 3 lac people on safe riding.

 Awards: In its 15 years journey in India, Honda 2Wheelers has won more than 100
prestigious awards. In FY 2015-16, Honda‟s products have already won hearts of
customers and critics alike including 4 JD Power awards. Honda‟s 110cc motorcycle
Livo is recognized as the “Motorcycle of the Year up to 110cc” by NDTV Car &
Bike Awards. CB Unicorn 160 was recognized as “Motorcycle of the Year up to
180cc” by NDTV Car & Bike Awards. Honda‟s flagship CBR 650F won accolades
as Auto X Best of 2015 „Mega Test‟ and the India Superbike Award by EVO India.
Additionally, Brand Honda won the Reader Digest‟s Trusted Brand in 2Wheeler
category, 2Wheeler Manufacturer of the Year (NDTV Car & Bike awards), Brand
Excellence Award in Automotive Sector – 2Wheelers (ABP News) and Quality
Brands 2015-17 (Quality Brands 2015-16).

 About the automobile industry and major companies

 With the increasing growth in demand on back of rising income, expanding middle
class and young population base, in addition to a large pool of skilled manpower and
growing technology, will propel India to be among the world's top five auto-
producers by 2015.

 India is also one of the key markets for hybrid and electric medium- heavy duty
trucks and buses. India is an extremely important market for Hyundai. The Indian
automobile sector is poised for steady and strong growth in the future. The Indian
automobile industry holds good growth potential for the mid-term and long term
horizon, as per Mr Bo Shin Seo, MD and CEO, Hyundai Motor India Ltd (HMIL).
Moreover, Ford Motor Co plans to convert India into global production centre for
compact cars, once its Sanand plant in Gujarat comes on stream in 2014, under a
project codenamed B562 that may induce three different compact cars from the same
platform.

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 World Market Of Automobile Industry

 The automobiles sector is compartmentalized in four different sectors which are

as follows:

 Two-wheelers which comprise of mopeds, scooters, motorcycles and electric

two-wheelers

 Passenger Vehicles which include passenger cars, utility vehicles and multi-
purpose vehicles

 Commercial Vehicles that are light and medium-heavy vehicles

 Three Wheelers that are passenger carriers and goods carriers.

 Austria based motorcycle manufacturer KTM, the established makers

of Harley Davidson from the US and Mahindra & Mahindra have set
up manufacturing bases in India. Furthermore, according to internal
projections by Mercedes Benz Cars, India is set to become Mercedes
Benz‟s fastest- growing market worldwide ahead of China, the US
and Europe.

 The automotive industry is a wide range of companies and

organizations involved in the design, development, manufacture,
marketing, and selling of motor vehicles. It is one of the world's most
important economic sectors by revenue. The automotive industry
does not include industries dedicated to the maintenance of
automobiles following delivery to the end-user, such as automobile
repair shops and motor fuel filling stations.

 3 Hero MotoCorp plans to establish 20 manufacturing and assembly

facilities to expand its presence across 50 countries by 2020.

 Nissan Motor India, the Indian unit of Japanese auto maker Nissan
Motor Co Ltd, has entered into an agreement with Ennore Port Ltd

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 (EPL), to export at least 60,000 cars a year through the port for the
next 10 years.

 TVS Motor Co plans to launch two new motorcycle models in the

Kenyan market. These motorcycles will be specific to the Kenyan
markets in terms of usability, reliability and durability. Moreover, the
firm also plans to set up a two-wheeler assembly line in Uganda and
will also launch two motorcycle models in the African nation.

 HMIL has invested US$ 2 billion in two state-of-the-art passenger

car manufacturing facilities in India. Moreso, India contributes 25
per cent of the firm‟s global sales.

 Mahindra & Mahindra (M&M) plans capital expenditure and

investments worth Rs 10,000 crores (US$ 1.63 billion) over the next
two years

.
 Suzuki India Ltd (MSIL) is setting up an operational integrated
research & development (R&D) centre in Rohtak, Haryana.

 Tech Mahindra has signed an agreement with Volvo Car

Corporation. The IT Company will provide Volvo with a service to
maintain and develop a range of applications that can increase
efficiency and reduce costs

 Isuzu Motors India plans to start contract manufacturing of its sports

utility vehicles (SUV) and pick-up trucks at Hindustan Motors' (HM)
Chennai plant from December 2013.

 Daimler India Commercial Vehicles (DICV) has expanded its

network across the country. The company plans to establish
dealership facilities in over 100 identified locations across India by
2014..

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 3 . INTRODUCTION OF THE STUDY

The two wheeler industry has been in the country since 1955. It generally consists of three
segment mopeds, motorcycle & scooters. Two wheelers have played a pivotal role in the
rising growth of the Indian automobile industry.

The non gear two wheeler markets have witnessed a sea change over the years. In the past
Indians preferred scooters but with rising income level & standard of living there is a
remarkable rise in the demand for non gear which along with serving the purpose of a vehicle
as become a style statement for the youth of the country.

In general SATISFACTION is a person‟s feeling of pleasure or disappointment resulting

from comparing a products perceived performance (or outcome) in relation to his or her
expectations. As this definition makes clear, satisfaction is a function of received
performance and expectations. If the performance falls short of expectations, the customer is
delighted. High satisfaction or delight creates an emotional bond with the brand, not just a
rational preference. The result is high customer loyalty.

The Indian non gear market has grown immensely and the preference for variety looks,
design has brought in a number of models in the market. Today India is the second largest
manufactures of two wheelers in the world. It stands next only to Japan and China in terms of
number of two wheelers produced and sold. Presently many international brands like Honda,
Suzuki, etc. are competing with Indian brands such as, Bajaj, and T V S, Kinetic etc. to
capture Indian markets.

Each product offering is now designed to meet and exceed the expectations of the customers.
The present study was conducted to know the customer satisfaction and the various factors
which influence the customers to purchase the two- wheeler.

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Literature Review

Siddhartha and S Mukherjee (2012):

The study reveals that the two-wheelers in India are used for variety of work such as visiting
people, outdoor jobs like selling and buying. In rural areas it helps people to travel more
frequently to nearby towns to their daily satisfied customer needs. The two wheeler has
becomes a valuable support for increasing productivity and in turn the profit, besides helping
as a personal mode of transportation.

V.G.RAMAKRISHANAM (2011):

The two-wheeler market that has seen an explosive rise in sales over the last few years which
created an opportunity for various companies to enter the after sales business of two wheeler,
Honda and TVS, a company well known, has entered into the motorcycle servicing business.

BISWAJIT MAHANTY & VIRUPAXI BAGODI (2010):

More than 55 million two-wheelers are moving on Indian roads. Accordingly,two-wheeler

service sector should have generated revenue amounting to INR 100,000 million per year, but
in reality, this has not been realized in the organized service sector, the Indian two-wheeler
service industry has not considered servicing as a line of business and providing conveniently
reliable services is most important in two-wheeler services in India to capture the market.

Prof. S. Saaravanan & Prof . N. Panchanatham (2009):

They discussed the essentials for promotion of a product. The result shows that a customer
considers all factors at the time of purchasing a two wheeler, although majority of customers
give importance to the brand image. This study also describes the socio-economic factors
which satisfy two wheeler customers and that the employees and students crave for show
room services.

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Mrs. M.L. kamaeswari (The Indian Journal Marketing – Oct - 2009):

He has expressed that, industrialization has bought vast changes in the automobile industry,
because and development of any area requires appropriate transportation facilities,
automobile industry in one of the fastest growing sectors in our country. The rapid growth of
middle class section is the primary reason for the growth of two – wheeler industry people in
rural and semi urban areas are trying to devote their life style and people in metropolitan
cities are completely disappointed with the public transport system.

Background of the Study:

 Automobile industry in India is an important industry as many private players are

entering into Indian market with variety of strategies to capture the market. The
players are using innovative strategies to attract the consumers and increase their
market share. Advertising and Promotion is an integral part of the industry with which
the companies try to attract consumers with lucrative offerings.

 Satisfaction plays an important role in various offerings of the company to the

consumers. Satisfaction of the consumers hence turns out to be an important aspect to
be studied as consumers in automobile industry takes decisions based on performance
of product and brand image of companies.

 Hence in this study efforts are made to identify the a study on consumer satisfaction
towards non-gear two wheeler with special reference to Honda Brand

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 4.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 Premsons Honda.

 To study the customer handling practices prior to sale, during sale and after sale
andassesses the satisfaction levels of customers.

 To offer suggestion for improving the customer satisfaction.

5.LIMITATIONS OF THE STUDY

 The study is limited to Honda Motors Customers who have purchased or come for
service to Premsons honda at Harmu road , Ranchi.

 Since a convenient sampling method is adopted, the sample may not be representing
alltypes of customers.

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

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 6.RESEARCH METHODOLOGY

 Research Design

 Descriptive research studies are those studies which are concerned with describing
the characteristics of a particular individual, or of a group, whereas diagnostic
research studies determine the frequency with which something occurs or its
association with something else.

 Research design is the arrangement of conditions for collection and analysis of data
in such a manner that aims to combine relevance to the research purpose in
accordance with the research procedure.

 Sources of Data

 We have collected primary data by having convenient sampling method and by

asking the people to fill our questionnaire. We asked the people to fill up the
questionnaire on the spot. Secondary data will be collected from following sources:

 Books
 Magazines
 Newspapers
 Websites

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 Data Collection Method

 The task of data collection begins after a research problem has been defined and a
research design has been chalked out. While designing about the method of data
collection, the researcher should keep in mind two types of data:

 PRIMARY DATA

 The data which are collected for the first time, directly from the respondents to
the base of knowledge and belief of the research are called Primary Data. Primary
Data means the data which we actually gather by making the survey or field
work.

 For this project, we have selected questionnaire method for primary survey
because out of all these methods, questionnaire is more flexible to collect the
information from the investors. It collect almost all the information that we want
for our survey by making a good format of questionnaire.

 SECONDARY DATA

 The data which are collected and complied in a published nature is called
secondary data. Secondary data is the data which we actually collects from the
books, magazines, internet, newspaper or any other sources. It is the data which
we take for our reference for making the further analysis of the project.

 Population

 People of Rajkot city who are using Non gear two wheeler of Honda.

 Sampling Method

 I have selected convenient sampling method for conducting research. People

were selected randomly and asked their view about Investment. At same time
Area Sampling is also taken into consideration.

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  Because total area of interest happens to be big One Convenience method of
sampling is used to collect the data from the respondents. Researchers or field
workers have the freedom to choose whomever they find, thus the name
“convenience”.

 Sampling Size

 Total sample size we have taken for the survey are 200 people using two
wheeler non gear vehicle of Honda in Ranchi city.

 Sampling Frame

 Total sample size which I have taken for the survey is 100 users.

 We have taken 4 groups of 25 respondents

i.e. Age group of 19-29

Age group of 30-39
Age group of 40-49
Age group of 50 or above

 Data Collection Instrument

• Questionnaire

1. Research Technique : Questionnaire

2. Type of Questionnaire : Structured

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 CHAPTER II

CUSTOMER SATISFACTION

INTRODUCTION

Satisfaction is a person‟s feelings of pleasure ( or ) is appointment resulting from comparing

a products , perceived performance in his ( or ) her expectation.

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

fallsshort of expectation, the customer is dissatisfied. If the performance matches the
expectations,the customer is satisfied. If the performance exceeds expectations, the customer
is highlysatisfied (or) delighted.

Customer satisfaction is both a goal and a marketing tool. Companies that achieve
highcustomer satisfaction ratings make sure that their target market knows it.

Actual performance by the firm

Customer Satisfaction = -----------------------------------------------------

Customer Expectations

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 1 . CUSTOMER & HIS IMPORTANCE

The essence of the marketing concept is that organizations must adopt customer oriented
featuresand focus their attention of building programs, offering and strategies that satisfy
customer needsand wants. Many organizations maintain their focus on operations or product
or sales effortsand thereby ; get dislocated by mistaking the means for the end. Successful
marketing involvescompanywide transformations in attitude beliefs and perceptions of the
people in how theyview the customer. Deep commitment to the customer is what
distinguishes successfulmarketers from Laggards.

The excellent companies really close to their customers, other companies top about it,
excellentcompanies really close to their customers, other companies to about it, excellent
companies doit‟. The companies, which show extra ordinary concern for the customer,
include. Americanexpress, Mc donalds, Citibank, IBM who go to the smallest dealers also
“Never forget thecustomer‟s attitude is the hull mark of their service strategy.

Hence Customers are :-

1.The most important people in any business.

2.They are not dependent of a business, But business is dependent on them.

3.They are not an interruption to own work, they are the purpose of it.

4.They are doing us favor when they come in, we are not doing them favor by servingthem.

5.They are part of our business, they are not outsiders.

6. They are not just statistic. The customers are human beings with flesh and blood
havingfeelings and emotions.

7.People come to us with their needs and wants. It is our job to fulfill them.

8.They are the lifeblood of every business without whom the door of the business wouldhave
been closed.

9.Non customer functions in particular must be made customer oriented. Customer needsand
requirements should be tracked on regular basis.

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 2. CUSTOMER SATISFACTION

Whether the buyer is satisfied after purchase depends upon the offer performance in relation
tothe buyer‟s expectations. Customer satisfaction can be defined as :-

Satisfaction is the level of a person‟s felt state resulting from comparing a product‟s
perceived performance in relation to the person‟s expectation‟s satisfaction level is a function
of thedifferent between perceived performance and expectations some of the successful
business firmsare aiming for total Customer Satisfaction which increase customer loyalty
towards the productor service offered by the firm.

3. IMPORTANCE OF CUSTOMER SATISFACTIONMISSION

AND PURPOSE OF BUSINESS:

The need to satisfy customer for achieving success in any commercial enterprise is so
obvious,one wonder if there is any need to establish the importance of customer satisfaction.
However one often finds that what should be obvious everyone also needs to be explained
and establish.The income of commercial enterprise is derived from the payment received for
the products andservices supplied to its external customers. If there are no customers, there is
no income, thereis no business. In other words, customers are the sole reason for the
existence of commercialestablishments, as the function is extremely important for the success
of the organization, thesenior management as well as the leaders of other departments or
Divisions should also realizethe importance of customers to the organization and for its
growth. It is therefore no surprisethat Peter Drucket, the renowned management guru said “ to
satisfy the customer is the missionand purpose of every business.

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 4 . CUSTOMER SATISFACTION PROCESS

Companies seeking to win in today‟s market must track their customer‟s expectations
perceivedcompany performance and customer satisfaction not only for them but for their
competitions as well.

Brand loyalty and Customers satisfaction on the other hand are almost synonymous and their
impact on market share is statistically varifiable. The relationship between market share
profitability as well as profitability and share holder value creation have been the subject of
considerable research over the years and the linkages have been proven many times.

Customer satisfaction and Business Results

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It has been found that some customers are, by native tendency, more likely to move while
othersare not. Therefore even for some level of satisfaction or dissatisfaction, some customer
willremain with the brand they are loyal to while others will switch. Simply because they are
more prone to taking risks and more easily susceptible to the blandishments of competitors
andinherently more fickle. This can be represented in four way matrix as given below:

High

1.Safe Customer 2. Habitual Switches

Satisfaction with 3. The Patient ones Highrise

Production

Low

Customer Classification by Satisfaction and Mobility

1. 1.The Safe Customers are those who are satisfied and not likely to move.

2. 2.The habitual switches are happy and still likely to switch.

3. 3.The patient ones will stay on regardless but should not be taken for granted. Their
satisfaction can be improved profitably as they are inherently less likely to switch.

Today‟s customers are global and have high degree of need for congrition, recognition,
approval and respect. So many companies believe that customer satisfaction can make the
company more profitable to some extent as

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  It as a more process aimed at enhancing customer share.

 It builds goodwill in the market, which in turn generates additional traffic to the
outlet.

 It is a real experience and a rich insight is to customer‟s min to hit the bull‟s eye with
carefully designed marketing strategies.

 A highly effective technique is to keep of buying habits, intentions, self image,

spending patterns, customer develops a sense of belonging in then and a soft corner
for the company itself.

 Higher customer retention index, customer lifetime value, loyalty and satisfaction
level increase transactions with the same customers again and again.

 A highly effective system of communication helps in developing positive attitude in

customer mind about the company its offerings.

WHAT MARKETING SHOULD DO

 Companies should establish a separate relationship market to prepare, implement and

monitor their relationship marketing program.

 Company should not rely totally on technical people but employ relationship
managers who well equipped with marketing Communication and interpersonal
skills.

 An integrated marketing system is a pre-requisite for building relationship with

customers.

 Companies should continuously search for value building approaches through a

system of quality management review process, etc., because only by exceeding
customer expectations, marketers can build a value laden relationship with
customers.

 As said before to satisfy a customer and to retain customer relationship marketing is

important.

27 | P a g e
Methods of Tracking and Measuring Customer Satisfaction
The various methods generally adopted to track customer satisfaction are :

a) Complaint & Suggestion system

b) Customer satisfaction survey
c) Ghost Shopping
d) Lost Customer analysis

a) Complaint & Suggestion system

A Customer‟ centered organization would make it easy for its Customers to deliver
suggestionand complaints. Some customer centered companies – P & G, General Electric,
Whirlpool established “Customer hot lines” with toll free 800 telephone numbers to
maximize the ease with which customers can enquire make suggestion, or complaints. Their
information flows provides these companies with many good ideas and enable them to act
more rapidly to resolve problems.

b) Customer satisfaction surveys

A company must not conclude that it can get a full picture of customer satisfaction and
dissatisfaction by simply relaying on a complaint and suggestion system. Studies show that
customer are dissatisfied with one out of every four purchases and less than 5% of
dissatisfied customers will complaint customer may feel that their complaints are minor, and
they will be made to feel stupid or that no remedy will be offered. Most customers will by
less or switch the supplier than complaint. The result is that the company has needlessly lost
customers. Therefore, companies can‟t use complaint level as a measure of customer
satisfaction . Responsive companies obtain a direct measure of customer satisfaction by
conducting periodic surveys. They send questionnaire or make telephone calls to random
sample of their recent customers to find out how they feel about various aspects of the
company‟s performance .Customer satisfaction can be measure in a number of ways. It can
be measured directly by asking “indicate how satisfied you are with service” on the following
scale, highly dissatisfied ,indifferent satisfied, highly satisfied (Directly reported satisfaction).
Respondents can be asked as well as to rate how much they expected of a certain attribute
and also much. They experienced (desired dissatisfaction) still another method to ask
respondents to list any problems they had with the offer and to list any improvements they
could suggest (Problem analysis)finally, companies could ask respondents to rate various
elements of the offer in items of the importance of the each of and how were the organization
performed each element (important performance ratings). Its last method helps the company

28 | P a g e
to know if it is under performing on important elements and over performing on relatively
unimportant elements.

c) Ghost shopping
Another useful way to gather a picture of customers satisfaction is to hire persons to pose as
potential buyers to report their finds on strong and weak points they experienced in buying
the company‟s and competitors products.

d) Lost Customer Analysis

Companies should contact who stopped buying or who have switch to another supplier to
learn why this happened. When IBM loses a customer, they amount through effort or learn
where they failed is their price too high, their service deficient their products unreliable and
so on. Not only it is important to conduct exit interviews but also to monitor the customer
loss rate, which if its increasing clearly indicated that the company is failing to satisfy
customers.

When customers rate their satisfaction with an element of the company‟s performance say
delivery, we need to recognize that customers will vary in how they define food delivery ; it
could mean early delivery on time ; delivery order completeness, and so on. Yet if the
company had to sell out every element in detail customers would face huge questionnaire.
Companies should also note that managers and sales persons could manipulate their ratings
on customer satisfaction. They can be especially nice to customers just before the survey.
They can also try excluding unhappy customer form being included in the survey.

Some customers may want to express high dissatisfaction in order to receive more
concession.

29 | P a g e
E. Lost Customer Analysis.
Companies should contact who stopped buying or who have switch to other supplier to learn
why this happened. When IBM loses a customer, they amount through effort or learn where
they failed is their price too high, their service deficient their products unreliable and so on.
Not only it is important to conduct exit interviews but also to monitor the customer loss rate,
which if its increasing clearly indicated that the company is failing to satisfy customer.

Some caution in Measuring Customers Satisfaction

When customers rate their satisfaction with an element of the company‟s performance say
delivery, we need to recognize that customers will vary in how they define food delivery; it
could mean early delivery on time; delivery order completeness and so on. Yet if the
company had to sell out very element in detail customers would face huge questionnaire.

Companies should also note that managers and sales persons could manipulate their ratings
on customer satisfaction. They can be especially nice to customers just before the survey.
They can also try excluding unhappy customers from being included in the survey. Some
customers may want to express high dissatisfaction in order to receive more concession.

Observation on customer satisfaction

1. Customer satisfaction will be lower in industries where the industry offers a homogenous
product to a heterogenous market. On the other hand. Industries that supply a high quality
homogenous product to homogenous market will register high satisfaction.

2. Customer satisfaction is lower an industries where repeal buyer faces high switching costs.
They have to but from the supplier even through their satisfaction is low.

3. Industries which depend upon repeat business generally, create a higher level of customer
satisfaction.

30 | P a g e
4. As the company increase its market share customer satisfaction call fall. This is because
more customers with heterogeneous demands are drawn into buying a fairly homogenous
product.

Post Product Behavior

After purchasing the product the customer will experience some level of satisfaction or
dissatisfaction. The customer will engage in post purchase actions and product uses of
interest to the marketers. The marketers job does not end when the product is bought but
continue into the post purchase period. The buyer‟s satisfaction is function of the closeness
between the buyer‟s product expectations the customer buts the product again and talks
favorably or unfavourably about the product to others. Customers from their expectations on
the basis of received. Messages from sellers, friends and other information sources. If the
seller exaggerates the benefits, consumers will experience disconfirmed expectations, which
lead to dissatisfaction. The larger the gap between expectations and performance, the greater
the consumer‟s dissatisfaction.

Post Purchase Action

The Customer‟s satisfaction or dissatisfaction with the product will influence subsequent
behaviour . If the customer is satisfied, he or she will exhibit a higher probability of
purchasing the product main. The satisfied customer will also tend to say good things about
the brand to others. Marketers lay „or best advertisements is the satisfied customer .

.A dissatisfied consumer responds differently. The dissatisfied consumer will try to reduce
the dissolvance because a human being strives to establish internal harmony “ consistency or
congruity among his opinions, knowledge and values.

Marketers should be aware of the full range of ways consumers handle dissatisfaction.
Consumers have a choice between taking and not taking any action. If the former, they can
take public action or private action. If the former, they can take public action or private
action. If the former, they can take public action or private action. Public action includes
complaining to the company going to lawyer or complaining to other groups that might help
the buyer gets satisfaction. Such as a business private or government agencies or the buyer
might simply stop buying the product or warn friends. In all these cases the seller losses in
having done a poor job of satisfaction to the customer.

31 | P a g e
System for complaints handling & service recovery

Studies of Customer dissatisfaction show that customer are dissatisfied with their purchases
about 25% of the time. But surprising finding is that only about 5% complain. The other
95%either feels that it is not worth the effort to complain or that they don‟t know how to
whom to complain.

Of the 5% of customers who complain, only about 50% report a satisfactory problem
resolution. Yet they need to resolve a customer problem in a satisfactory manner is critical
where as on average a satisfied customers tells three people about a good product experience
dissatisfied customer groups to people. If each of them tells still other people the number of
exposed to bad work of mouth may grow exponentially.

32 | P a g e
 CHAPTER III
PROFILE OF HONDA

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 Honda
is the sixth largest automobile manufacturer in the world.

Honda was the first Japanese automobile manufacturer to release a dedicated luxury brand
,Acura, in 1986. Aside from their core automobile and motorcycle businesses, Honda also
manufactures garden equipment, marine engines, personal watercraft and power generators,
amongst others. Since 1986, Honda has been involved with artificial intelligence/robotics
research and released their ASIMO robot in 2000. They have also ventured into Aero space
with the establishment of GE Honda Aero Engines in 2004 and the Honda HA420HondaJet,
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 Hamamatsu, Japan, to develop and produce small 2-cycle motorbike engines.
Calling upon18,000 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.

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

33 | P a g e
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
thefollowing three points:

 Initiative
 Equality
 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 2006 this figure had reduced to around 550,000 but was still higher than its
three domestic competitors.

During the 1960s, when it was a small manufacturer, Honda broke out of the Japanese
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

34 | P a g e
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 had made 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 executives responsible for the firm‟s entry into the U.S. market. As opposed to the
tightly 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
organization all earning” – in other words, Hondas success was due to the adaptability and
hard work of its staff, rather than any long term strategy. For example, Hondas initial plan on
entering the U.S. was to compete in large motorcycles, around 300 cc. It was only when the
team found that the 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

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 Autocar Award 2011

Viewer‟s Choice Award: Bike of the Year - Bloomberg / UTV Autocar Awards 2011.

35 | P a g e
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 110CC - 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 upto 160CC – NDTV Car & Bike Awards 2011.

Sporty Motorcycle upto 180CC – Zigwheels Awards .

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Premium Motorcycle of the Year - Auto Bild Golden Steering Awards.

CB Unicorn 160

Motorcycle of the year upto 160cc

CB Unicorn 160 Zeegnition Auto Awards 2016

Livo

Bike of the year upto 125cc

Livo- Times Auto Awards 2015 ( in partnership with ZigWheels)

Best Entry Level Bike- MotorsOctane Motorday Awards

Motorcycle of the Year upto 110cc-NDTV Car & Bike Awards 2016

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CB Shine

Most Appealig Executive Motorcycle – JD Power Customer Satisfaction Survey.

Most Popular Pre-Owned 2Wheeler (Droom Pre-Owned Auto Awards) 2019

Activa 125

2019
Best Scooter of the Year (Jagran Hi-Tech)

Best Scooter of the Year (Exhibit Auto Tech Awards)

Best Scooter of the Year (Motorbeam)

Best Scooter of the Year (Motor Vikatan Award)

38 | P a g e
Best Scooter of the Year (Motor Octane Awards)

Jury‟s Choice New Scooter of the Year (Droom Pre-Owned Auto awards)

Grazia

2018
Viewer's choice scooter of the year (CNBC TV18 Overdrive Awards)

Scooter of the year (Motoring Awards 2018)

Scooter of the year (Bike India Awards 2017)

Scooter of the year (Autocar Awards 2018)

Scooter of the Year (Motoroctane)

Activa 6g

39 | P a g e
2020-2021
Scooter of the Year (Jagran HiTech Awards)

Best Innovation and Integrated Campaign- 2 Wheeler (CarAndBike Awards 2021)

Buyer‟s Choice Pre-Owned Scooter of the Year (Droom Pre-Owned Auto awards)

Jury‟s choice Pre-Owned Scooter of the year (Droom Pre-Owned Auto awards)

Hornet 2.0
\

2021

Bike of the Year under 300cc (Droom Pre-Owned Auto awards)

Bike of the year (upto 200cc) (Bike India Awards 2021)

40 | P a g e
Fourth Quarter Results

Honda‟s consolidated net income attributable to Honda Motor Co., Ltd. for the fiscal fourth
quarter ended March 31, 2010 amounted to JPY 72.1 billion (USD 776 million), an increase
of JPY 252.1 billion from the same period in 2009. Basic net income attributable to Honda
Motor Co., Ltd. per common share for the quarter amounted to JPY 39.78 (USD 0.43), an
increase of JPY 138.95 from the corresponding period last year. One Honda American
Depository Share represents one common share.

Consolidated net sales and other operating revenue (herein referred to as “revenue”) for the
quarter amounted to JPY 2,279.5 billion (USD 24,501 million), an increase of 27.8% from
the same period in 2009, due primarily to increased revenue in all of the business segments
and currency translation effects. Honda estimates that had the exchange rates remained the
same from the corresponding period in 2009, revenue for the quarter would have increased by
approximately 25.4%.

Consolidated operating income for the quarter amounted to JPY 96.0 billion
(USD1,033million), an increase of JPY368.2 billion from the same period in 2009, due
primarily to increased profit attributable to increased revenue, reduction in vehicle costs as a
result of increased production and decreased SG&A expenses.

Consolidated income before income taxes and equity in income of affiliates for the quarter
amounted to JPY 93.5 billion (USD 1,006 million), an increase of JPY 392.2 billion from the
same period in 2009.

Equity in income of affiliates amounted to JPY 23.8 billion (USD 257 million) for the
quarter, an increase of JPY 21.1 billion from the corresponding period last year.

41 | P a g e
Fiscal Year Results

Honda‟s consolidated net income attributable to Honda Motor Co., Ltd. for the fiscal year
ended March 31, 2010 totaled JPY 268.4 billion (USD 2,885 million), an increase of
95.9%from the previous fiscal year. Basic net income attributable to Honda Motor Co., Ltd.
Per common share for the period amounted to JPY 147.91 (USD 1.59), an increase of JPY
72.41from the previous fiscal year.

Consolidated revenue for the period amounted to JPY 8,579.1 billion (USD 92,210 million),
a decrease of 14.3% from the previous fiscal year, primarily due to unfavorable currency
translation effects and decreased revenue in the automobile business. Honda estimates that
had the exchange rate remained the same as the previous fiscal year, revenue for the period
would have decreased by approximately 7.5%.

Consolidated operating income for the period totaled JPY 363.7 billion (USD 3,910
million),an increase of 91.8%, due primarily to decreased SG&A expenses and R&D
expenses and continuing cost reduction efforts, despite decreased profit attributable to
decreased revenue ,the unfavorable impact of currency effects and the increase in fixed costs
per vehicle as a result of reduced production.

Consolidated income before income taxes and equity in income of affiliates for the period
totalled JPY 336.1 billion (USD 3,613 million), an increase of 107.9% from the previous
fiscal year. Equity in income of affiliates amounted to JPY 93.2 billion (USD 1,003 million)
for the period, a decrease of 5.8% from the previous fiscal year.

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 world. We, at Honda, are not allowing this momentum to let up, as we pursue even
greater achievements.

42 | P a g e
Honda has always loved racing, ever since Sochiro Honda took his company into motorcycle
competition, sometime in the 1950s. Hondas engineers have tested themselves on the
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 ply on 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-
road races 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
utilise and benefit from such technologies.

PROFILE OF PREMSONS HONDA.

HISTORY
Premsons Honda motors Authorised dealer of Honda Company in Ranchi . Operation in
October 2012. which is now popularly known as Premsons Honda ?

From Monthly Sale of 160 Two wheelers initially it has reached a monthly sales volume
250nos. (3000 per annum). This spectacular growth is mainly due to aggressive, clear headed
management and with sheer hard work of every staff member and above all out standing
customer support.

Premsons Honda captured 25% of Ranchi two and wheelers market successfully standing
with the challenges from competition. As of now Premsons Honda. has a work force of 70
members, with an annual turnover of Rs. 12 crores. They have also opened a separate service
station for better customer care.

PROMOTIONAL ACTIVITIES OF PREMSONS HONDA

The promotional activities adopted by Premsons Honda motors are:

43 | P a g e
1. Test Rides

2. Exchange Melas

3. Mileage Contest

4. Loan Melas

5. Harding & Wall Paintings

6. Sponsoring youth Events.

7. Financing in the spot

8. Distributing pamphlets

9. Advertising in news paper

SERVICE DEPARTMENT

1. .6 Free Services and nine Paid Services for active aviator dio shine cbr250etc.

2. 6 Free Services and 14 Paid Services for 125CC and 150CC Vehicles.

3. Extended warranty also giving to all models. except twister.

4. Free Checkup Camp. For every Sunday.

5. Engine over hauling for all Post Warranty Vehicle.

6. We are giving warranty for fuel adultration for single time.

7. Total Workers are 42 members

8. After Free Services 350 rupees Charged.

44 | P a g e
 WORKING TIME

MORNING 9AM TO 1P.M EVENING 2PM TO 7:30 P.M.

PRODUCTS AVAILABLE IN
Premsons Honda

S.No. Scooter Motor Cycle

1. Dio

2. Activa 6g

3. Aviator

4. Activa 125

5. Grazia

6. Grazia 125

7. SP 125

8. Shine

9. Unicorn

10. Livo

11. X-Blade

12. Hornet 2.0

13. CB 200 X

14. CD 110 Dearm

45 | P a g e
Spare Parts
Spare Parts Incharge – SIVA

Input : Every Month Purchase of Spare Parts Company of Honda Motor (Delhi)

Output : Sales of Spare parts – work shop of Honda Show Room out side Mechanics and

Customers.

Total Spare Parts above 11,000 Parts.

Finance Level
1.The PREMSONS HONDA Provides sum finance facility to the customers. The finance
facility Banks area :

a) HDFC
b) L&T
c) INDUSIND BANK LTD
d) CHOLAMANDALAM
e) TATA CAPITAL
f) ICICI BANK
g) IDFC FIRST BANK

The finance lever provides interest rate 9%. The customer paid minimum 30% of the Vehicle
Amount. The finance facility taken by the above 6000 people of them.

Sales Team

Sales Manager : MR. SANTOSH KUMAR SINGH .There are four executives monthly they
are sold 400 vehicle. They provide 12% Interest rate. Incentive given by company per vehicle
1000to 1500 Rupees of them. The demand is very more for Honda Bikes there are 50% of
Bikes Purchase by spot cash 50%Vehicle side Finance Purchase. They are not giving any
offer to vehicle some times company giving insurance offer. More sales for shine, unicorn
etc.

46 | P a g e
ACHIEVEMENTS
They are good in Customer Dealership Enquiries and giving good facilities to Customer.

ORGANISATION
STRUCTURE

PROPRIETOR

CHIEF
EXECUTVE

GENERAL
MANAGER

SALES Dept. Work dept. Accts. Dept. Spares Dept.

Group Leaders Work Manager Accts. Spare in Charge

Service
Sales Executive Asst. Spares
Manager

Supervisors

Mechanics

47 | P a g e
 CHAPTER – IV
ANALYSIS OF STUDY

AGE
Ages Group Number of %
Respondents
18-25 28 43
26-35 10 15
36-45 09 14
46 above 17 26
TOTAL 64 100

From this table, we can infer that 43% of the two wheeler users are between 18 to 25 years of
age and another 14% are between 36 to 45 years of age. 15% of the bike users are between 26
to45 years of age. 26%users are above 46 years of age.

Age Group Respodents

18-25
26-35
36-45
46 and above

48 | P a g e
 EDUCATION
Qualification Number of Respondents %
School Education 07 11
Under Graduation 32 50
Graduation 11 17
Post Graduates 14 22
TOTAL 64 100

17% of the respondents are Graduates and 50% are Under Graduates. From this we can infer
that67% of the bike users are under graduates or Graduates. 11% have only school education.
Only22% are post graduates.

EDUCATION

School Education
Under Graduate
Graduates
Post Graduate

49 | P a g e
 FAMILY ANNUAL INCOME

Income Number of %
Respondents
Below 50 K 0 0
51 K -1 Lakh 39 61
1 Lakh-2 Lakh 22 34
2 Lakhs-5 Lakhs 3 5
Above 5 Lakhs 0 0

TOTAL 64 100

It is surprising to note that 95% of the bike owners are having annual income less than 2
lakhs. In this 5% are having income between 2 lakhs to 5lakhs. Though this looks unreliable,
generally respondents do not reveal their real incomes. They have quoted their incomes as per
the Ration Cards they possess.

Family and income

Below 50 k
51 K- 1 Lakhs
1 Lakhs-2 Lakhs
2 Lakhs-5 Lakhs
above 5 Lakhs

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 OCCUPATION
OCCUPATION Number of %
Respondents
Students 51 80

Employee 00 00

Business 11 17

Any other 02 03

TOTAL 64 100

80% of the bike owners are students and 17% are business people. Only 3% are any other.

OCCUPATION

Students
Employee
Business
Any others

51 | P a g e
 Duration of Usage of the Vehicle
Duration Number of %
Respondents
Less than 1 year 24 37

1 year to 2 years 00 00

2 years to 5 years 11 17

5 years to 10 years 29 46

Above 10 years 00 00

TOTAL 64 100

37% of the vehicle owners are using the vehicle from less than a year. 17% are using the
vehicle since 5 years. 46% of the users are using a vehicle for a maximum of 5 years.

Duration of usage of the vehicle

Less than 1 year

1 year to 2 years
2 years to 5 years
5 years to 10 years
above 10 years

52 | P a g e
 BRAND PATRONAGE
BRAND Number of Respondents %

Activa 15 23

Dio 08 13

Aviator 02 03

Shine 15 23

Unicorn 14 22

Dazzler 01 02

Twister 02 03

Stunner 06 09

CBR 01 02

TOTAL 64 100

Activa and shine are the most popular models of Honda each contributing 23%. Next popular
is unicorn with 22%.67% of the two wheelers sold are either Activa Shine or Unicorn.

53 | P a g e
Brand Patronage

Activa
Dio
Aviator
Shine
Unicorn
Dazzler
Twister
Stunner
CBR

54 | P a g e
 REASONS FOR CHOOSING HONDA

REASON Number of %
Respondents
Price 52 82

Promotion 00 00

Appearance 12 18

Technology 00 00

Any other 00 00

TOTAL 64 100

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

Reasons for choosing Honda

Price
Promotion
Appearance
Technology
Any other

55 | P a g e
 INFLUENCER
Persons Number of %
Respondents
Self 02 04

Family members 02 04

Friends 60 92

Any other 00 00

TOTAL 64 100

92% of the customers have decided to buy Honda Vehicle influenced by their friends. 4% are
influenced by their family members and Self.

Influencer

Self
Family members
Friends
Any other

56 | P a g e
 SERVICE RATING

Rating Number of %
Respondents
Excellent 00 00

Good 19 30

Average 18 29

Not Satisfied 27 41

TOTAL 64 100

41% of the customers are not satisfied services of the dealer Premsons Honda motors. 30% as
Good and 29% are average.

Service Rating

Excellent
Good
Average
Not Satisfied

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 COST OF SPARES & SERVICE

Rating Number of %
Respondents
High 04 06

Slightly high 51 79

Reasonable 09 14

Cheap 00 00

TOTAL 64 100

79% of the customers perceive the cost of service and spares slightly high. Only 6% and 14%
are felt that it is high and reasonable.

Cost of spare & service respondents

High
Slightly high
Reasonable
Cheap

58 | P a g e
 LOYALTY TO DEALER

Yes 16 25

No 48 75

TOTAL 64 100

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

Loyalty to dealer

Yes
NO

59 | P a g e
 After test ride what do you feel about the driving comfort Non- Gear vehicle of
HONDA ?

Excellent 81

Good 54

Average 45

Okay 11

Poor 09

6% 5%

40%
22% Excellent
Goods
Average
Okay
27%
Poor

60 | P a g e
 As per the survey we came to know that after the test drive 40.5% Respondent feel
Excellent to driving comfort, 27% respondent feel Good, 22.5% respondents feel
Average, 5.5% respondents feel Okay and Rest of 4.5% feel Poor which is negligible.
So we can conclude that comfort level is excellent.

 What are the reasons that you are going to purchase or used Non- gear two wheeler of
HONDA ?

Price 15

Performance 65

Appearance 29

Brand name 79

After sales service 11

Genuine parts of availability 1

1% Price
6% 7%
Performance

32%
40% Appearance

Brand name
14%
After sales service

Genuine parts of
availability

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In our Survey we found that 39.5% respondents are going to purchased because of
Honda‟s Brand image. 32.5% respondents are going to purchase due to Honda‟s
performance & Mileage, 14.5% of our respondent to give reason that he purchased or
used Honda to its appearance and rest of 7.5% and 5.5% of respondents gives reason
that purchased due to price and after sales service.

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 RESULTS AND FINDINGS

 From all of the above findings and analysis of table and charts we came to know that
most of our respondents are existing user of Non-gear vehicles.

 Most of the people influence their purchase because of advertisement & Brand Image.

 When we want to know the overall preference while purchasing new vehicle &
satisfaction level of the respondents we came to know that Activa wins the race
against the all other Non-gear vehicles in existing satisfaction level as well as future
purchase intention of respondents.

 Out of 100 respondent 40 customers have activa. performance, comfort level(81%)

and luggage space(63%) of brand Honda give full satisfaction while in price and
mileage customer somehow dissatisfied or neutral.

 New introduced activa 6G have grab attention of customers because of new look and
updated version launched by Honda.

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 LIMITATION OF THE STUDY

 The sample size is very less; if sample size and duration of the study is increased the
results may be generalized to larger population.

 There was lack of time and resources that prevented from carrying out an in depth
study.

 The responses were not satisfactory.

 The findings of the survey are based on the subjective opinion of the respondent and
no way of assessing truth of the statements is considered in the study.

 As it is a perpetual research study the responses may be biased & would differ from
person to person.

 Lastly, some amount of error existing in the data filling process because of the
following reasons:
 Influence of others.

 Time barrier.

 Misunderstanding of the concept.

 Hurried filling of the questionnaire.

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 CHAPTER –V

SUMMARY AND SUGGESTIONS

SUMMARY
Honda is a major player in Two wheeler market. In India almost every second motor cycle
sold is 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. Dealers can enhance or tarnish the
image of the company and the product how ever good it may be. The strength of Honda
motors is its channel partners, and service availability every where.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, Unicorn and Shine brands are bread winners to Honda.

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

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  Customers buy Honda influenced by their friends.

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

 The dealer at Ranchi , Premsons 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.

SUGGESTIONS

Regular availability of all models should be ensured. Efforts have to be taken to ensure 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 to ensure 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.

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 Honda should introduce a low price moped.

 For the promotion, company show make road-show that will increase the sales. The
company should give more concentrate on the advertisement.

 Honda Company should implement a new strategy to reduce the competition and lead
into the bike market.

 As people expect more mileage per kilometer, company should increase the mileage
of the Honda Moped.

 Honda should make a sports looks in moped so that male influenced to purchase.

 As already discussed the sample size is a limitation besides some of the participants
were not the actual owner of the vehicle. But they are the consumer.

 we suggest that honda give instant delivery of activa to customers and not charged on
price to customers.

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 CONCLUSIONS

 The results clearly show that Honda has got a lot of way to establish itself in the
market.

 Besides the price and mileage the common customer doesn‟t find anything attracting.
Also the number of male preferring Honda is very less and that segment of customer
has the major market potential.

 Only that passion toward the brand will help them succeed and capture the Market
share.

 Advertisement gives information to customer about Honda brand.

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 BIBLIOGRAPHY

References

• V.G.Ramakrishnan (2003): Vehicle Servicing in India - Transformation in progress, Frost &

Sullivan Market Insight, pp 05.

• Biswajit Mahanty and Virupaxi Bagodi (2007-08): Two-wheeler service sector in India:
factors of importance for sustainable growth, Journal of Advances in Management Research,
Vol 5, pp 21 – 27 International Journal of Services and Standards, Vol 3, pp 39 - 63.

• Prof.S. Saaravanan and Prof. N. Panchanastham, (2009): customer behavior toward

showroom services of two wheeler, international cross-industry Journal–Perspectives of
Innovations, Economics & Business.

• Mrs. M.L. kamaeswari (The Indian Journal Marketing – Oct - 2009):

• Dhananjoy datta stated (2010): factors influencing customers buying behavior of two-
wheeler at agratala, Tripura, ICFAI University journal.

• Media Reports, Press Releases, Department of Industrial Policy and Promotion(DIPP),

Automotive Component Manufacturers Association of India (ACMA), Society of Indian
Automobile Manufacturers (SIAM), Union Budget 2014-15.

Web sites:

https://www.honda2wheelersindia.com/products/scooter

https://www.honda2wheelersindia.com/about-us/factory

http://yes.honda.co.in/honda-motorcycle-scooter.aspx

http://yes.honda.co.in/about-us.aspx

www.StudyMode.com

www.autocarpro.in

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 QUESTIONNAIRE

1. Name :-

2. Gender:-

Male ( )

Female ( )

3. Age:-

18-24 years ( )

25-34 years ( )

35-44 years ( )

45-54 years ( )

55-64 years ( )

65-74 years ( )

4. Occupation :

Student ( )

Professional ( )

Employment ( )

Business ( )

5. What type of two wheeler do you own ?

Scooter ( )

Motorbike ( )

Any Other ( )

6. Since how long are you using the particular two wheeler ?

Less than 1 year ( )

1-2 years ( )

2-5 years ( )

5-10 years ( )

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

Activa ( )

Dio ( )

Aviator ( )

Shine ( )

Unicorn ( )

Dazzler ( )

Twister ( )

Stunner ( )

CBR ( )

8. You preferred the particular brand because of

Price ( )

Promotion ( )

Appearance ( )

Technical Factors ( )

Any other ( )

9.Who influenced you to purchase the two wheeler ?

Self ( )

Family ( )

Advertisement ( )

Any other ( )

10. Why did you choose “ Premsons Honda”.

Local dealer ( )

Service dealer ( )

Schemes ( )

Finance availability ( )

Any Other ( )

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11. Are you satisfied with the Vehicle ?

Yes ( )

No ( )

12. After test ride what do you feel about the driving comfort Non-Gear vehicle of HONDA ?

Excellent ( )

Good ( )

Average ( )

Okay ( )

Poor ( )

13. How would you rate service offered by „ Premsons Honda‟ for your two wheeler ?

Excellent ( )

Good ( )

Average ( )

Not satisfied ( )

14. How do you rate the cost of spares and service charges charged by „Premsons Honda‟ .

High ( )

Reasonable ( )

Competitive ( )

15. Do you prefers to get your Vehicle serviced at Premsons Honda , after free services also .

Yes ( )

No ( )

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