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CUSTOMER SATISFACTION TOWARDS HONDA TWO WHEELER - A STUDY WITH

REFERENCE TO UDUPI DISTRICT

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Asia Pacific Journal of Research
ISSN (Print): 2320-5504
ISSN (Online): 2347-4793

CUSTOMER SATISFACTION TOWARDS HONDA TWO WHEELER - A STUDY

WITH REFERENCE TO UDUPI DISTRICT

By
Sowmya
M.Com (Final), Dr. G. Shankar Government Women’s First Grade College and PG Study Centre,
Ajjarkadu, Udupi-576101
&
Sushmitha
M.Com (Final), Dr. G. Shankar Government Women’s First Grade College and PG Study Centre,
Ajjarkadu, Udupi-576101

Guidance: Dr. Umesh Maiya

P.G. Co-ordinator, Dr. G. Shankar Government Women’s First Grade College and PG Study Centre,
Ajjarkadu, Udupi-576101

ABSTRACT
Customer satisfaction is the most important aspect that companies must understand in order to remain competitive and grow, and it is
a part of customer experience that exposes a supplier’s behavior on customers expectation; this depends on how efficiency it is
managed and how prompt services are provided. India is one of the largest manufacturing and producer of two wheeler in the world.
The HONDA company producing large number of two wheeler hence researcher tried to study the satisfaction of customer towards
HONDA two wheeler with an objective to identify the factor influences the consumer while purchasing the two wheeler. The study was
restricted only to Udupi district. A total of 200 consumers of online surveyed with structured questionnaire. Indians prefer two
wheeler because of price, maintenance cost, easy EMI. In this paper researchers found that 79.5% of the respondents satisfied with
services provided by the HONDA Company.

KEYWORDS: HONDA customer satisfaction, customer expectation, buying behavior

INTRODUCTION
Industry sector is also known as the secondary sector which is support the economic growth. The automobile industry is one of the
most important part of industrial sector which is more support to increase economic growth in respect of revenue in India. The Indian
two wheeler industry made a small beginning in the early 1950‟s. India is the second largest manufacturer and producer of two
wheeler in the world. It stands next to China and Japan.

Honda Motorcycle and Scooter India Private Limited is the 100% subsidiary of HONDA motor company Japan- the world‟s No.1 two
wheeler company. HONDA started its Indian two wheeler operation in May 2001. Honda Motorcycle and Scooter India Private
Limited was established in 1999 at Manesar, District Gurgaon, Haryana. „Wings‟ is the symbol of HONDA two wheeler with the „The
Power OF Dreams‟ as their slogan. In its 18 th year HONDA has grown to become India‟s second largest two wheeler company with
over 42 million happy customers in India. Customers are king of the market. Business always starts and close with customers. All the
business enhancement, profits, status, image etc. of the organization depends on customers. Customers satisfaction is important for
running a business. The satisfaction could be related to various business aspects like marketing, quality of product, service provided
by the company, customer‟s problems and queries etc.
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ISSN (Online): 2347-4793

RESEARCH OBJECTIVES
✔ To highlight the factor influencing while purchasing two-wheeler.
✔ To analyze the satisfaction level of consumers who uses two-wheeler.
RESEARCH METHODOLY
Sampling
The random sampling method was used by researchers for distributing questionnaire. The total sample collected were 200 covering
area in Udupi district.
Tools used for study
To fulfill afore said objectives the data were collected from both the primary sources as well as secondary sources. Primary data has
been collected through structured questionnaire. Secondary data was collected from internet, journals, articles, books. For scaling
purpose Likert‟s scale was used for certain questions. For analysis and interpretations, researchers used simple statistical tool and
some of the relevant and interesting data are presented in the tabular form. Chi square test was used for testing the hypothesis.

HYPOTHESIS
H0: The service provided by the HONDA Company has no significant effect on customer satisfaction.
H1: The service provided by the HONDA Company has a significant effect on customer satisfaction.

SCOPE OF THE STUDY

The study focuses on customer satisfaction towards the HONDA two wheeler. To study the service provided by the company to
customers. And the problem faced by the customer if any at HONDA two wheeler.

REVIEW OF LITERATURE
Dr. N. Chandrasekaran (2009), investigated the wants of the customer are carefully studied by conducting survey on consumer
behavior. The study also helps to know various marketing variables such as price and product features. This study will help gain
knowledge about the influence of consumer to prefer a particular brand and the problems faced by them using such brands.
Lakshmi Priya (2016) , investigated on the customers satisfaction of Honda two wheelers among the customers within the Palakkad
District was conducted in Palakkad District. The sample was collected from the customers who owned the Honda two wheeler and to
know about the satisfaction level of the Honda two wheelers. In this study, most of the respondents are having a good opinion about
the Honda two wheelers and the findings and suggestions of this study will support the company in an effective and better way.

FINDINGS OF THE STUDY

After analyzing the findings, the following suggestions and discussion have been prepared;
 The study shows that out of 200 sample respondents, 61.5% are in the age group of 18 -25 years.
 The consumer felt that HONDA two wheelers are good. The performance and design are very nice when compare with other
brands.
 The TV advertisement plays a vital role in the market compare to other medias.
 Most of the respondents are satisfied with the mileage.
 The study clearly shows that out of 200 respondents most of them (32.5%) acquire Honda Two Wheeler by giving preference
to brand image than the other reasons of budget and easy EMI.
 It is found that out of sample respondents, majority of them (79.5%) are satisfied with service provided by the Honda Two
Wheelers.
 Most of the respondents are servicing their two wheelers once in 6 months.

Table-1: Respondents profile

Age Frequency
18 - 25 123
26 - 30 41
31 – 40 23
40 Above 13
Total 200
Source: Field survey data

The survey was conducted on 200 people out of whom 123 were from the age group 18-25, 41 were from the age group 26-30, 23
were from the age group 31-40 and 13 were from the age group 40 and above.

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ISSN (Online): 2347-4793

Table-2: Occupational status of the respondents

Occupational status No. of respondents Percentage (%)
Agriculturist 6 3
Home maker 7 3.5
Self-employed 42 21
Service 30 15
Student 79 39.5
Other 36 18
Total 200 100
Source: Field survey data

The above table depicts that out of 200 respondents 3% of the respondents are agriculturist, 3.5% of the respondents are home maker,
21% of the respondents are self-employed persons, 15% of the respondents are service, 39.5% of the respondents comes under student
and 18% of the respondents are comes under others.

Figure-1: Usage of HONDA two-wheeler

Source: Field survey data

It indicates that 56% of the respondent using HONDA two-wheeler from 1-2years, 25.5% of the respondent using from 3-5 years and
18.5% of the respondent from 5 and more years.

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Figure -2: Sources of awareness about the HONDA two-wheeler among the sample respondents.

Source: Field survey data

This figure shows that among the 200 respondents, 37% of the respondents are stimulated by advertisement, 28% of them are
influenced by family, 34% of the respondents are influenced by friends and 8% of the respondents are stimulated by newspaper.

Table-3: Servicing two-wheeler

Period No. of Respondents Percentage (%)
Once in 6 months 109 54.5
Once a year 56 28
never 35 17.5
Total 200 100
Source: Field survey data

The table shows that out of 200 respondents 54.5% of the respondent are servicing their two wheeler once in a six month, 28% of the
respondent servicing their two wheeler once a year and 17.5% of the respondent never servicing their two wheeler.

Table-4: Types of the problem faced by the respondent

Type of problems No. of Respondents Percentage (%)
Mileage 26 13
Brake 26 13
Tyre 23 11.5
Resale value 32 16
No problem faced 93 46.5
Total 200 100
Source: Field survey data

The above table clearly shows that out of 200 respondents 13% of the respondents face the mileage problem, 13% of the respondents
have the problem of brake, 11.5% of the respondents have the problem of tyre, 16% of the respondents have the problem of resale
value, and 46.5% of the respondents have faced no problem.

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ISSN (Print): 2320-5504
ISSN (Online): 2347-4793
Table-5: Second choice of the Respondent
Second choice No. of respondents Percentage (%)
Suzuki 59 29.5
TVS 29 14.5
Hero 22 11
Bajaj 25 12.5
Yamaha 65 32.5
Total 200 100
Source: Field survey data

The table depicts that 29.5% of the respondent‟s second choice for the Suzuki apart from HONDA, 14.5% of the respondent‟s second
choice is TVS, 11% of the respondent‟s second rate is Hero, 12.5% of the respondent‟s second choice is Bajaj and 32.5% of the
respondent‟s second choice is YAMAHA.

Table-6: Overall Rating

Comparing others No. of Respondents Percentage (%)
Excellent 75 37.5
Very Good 51 25.5
Good 71 35.5
Poor 2 1
Very Poor 1 0.5
Total 200 100
Source: Field survey data

The table shows the overall rating about HONDA two wheeler, 37.5% of the respondents are excellent, 25.5% of the respondents are
very good, 35.5% of the respondents are good, 1% of the respondents are poor and 0.5% of the respondents are very poor. The
majority (37.5%) of the respondents are excellent.

Table-7: Factors influencing to buy the HONDA two-wheeler

Likert’s scale Strongly Agree Neutral Disagree Strongly
Agree Disagree
Brand Image 65 112 20 1 2
Good service 44 121 30 3 2
Road Grip 46 114 35 3 2
Luggage 34 108 48 8 2
Pickup 48 112 34 4 2
Driving Comfort 54 115 27 2 2
Mileage 51 115 27 5 2
Outlook 46 112 38 2 2
Budget 37 115 43 3 2
Easy EMI 30 111 53 4 2
Maintenance cost 32 108 50 6 4
Source: Field survey data

Table shows the rating given by the respondents regarding the various factors influencing which they consider while buying the
HONDA two wheeler. Researchers used Likert‟s 5-point scale including the options as strongly agree, agree, neutral, disagree and
strongly disagree. Out of 200, 121 people agree that good service influence to buy HONDA, 65 people strongly agree that brand

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 Asia Pacific Journal of Research
ISSN (Print): 2320-5504
ISSN (Online): 2347-4793
image influence to buy HONDA. Major number of respondents accept brand image, driving comfort, mileage, essential factor while
they buy the two wheeler.

TESTING OF HYPOTHESIS
Table-8: Chi -Square Analysis
Chi-Square Table Value Significance
24.17 5.99 Highly Significance
Source: Field survey data

The chi-square analysis shows that the alternative hypothesis, services provided by the company has significant effect on customer
satisfaction. Hence, the alternative hypothesis was accepted and null hypothesis was rejected. Thus, we can conclude that the service
provided by the company has significant effect on customer satisfaction.

CONCLUSION
Industry sector is the secondary sector which support the growth of economy. Understanding the customer requirements plays a vital
role in the growth of business. Customer satisfaction is important to long survival of the business. In this study we have found that
most of the respondents are having good opinion about HONDA two wheeler and they are enough satisfied with the service provided
by HONDA company.

REFERENCES
● Balakrishna Swarna, Dr. Krishna Banana (2018). “A study on customer satisfaction level of two wheeler users in
Prakasam (dt) ,Andhra Pradesh.” International Journal for Research in engineering application and Management
(IJREAM)
● Dr. K. Lakshmi Priya (2016). “Customer satisfaction Towards Honda two wheeler- A study in Palakkad district, Kerala.”
International conference on “Research avenues in Social Science” Organize by SNGC, Coimbatore.
● Dr. K. Vinotha (2015). “Customer satisfaction on HONDA Activa A Special Reference with north Chennai.”
International Journal of Science and Research (IJSR).
● Dr. N. Chandrasekaran (2009). “Consumer Behavior and Brand Preference towards Onida Television –An Empirical
Study with Reference to Karur, Tamilnadu.” Indian Journal of Marketing.

WEB SOURCES
● https://en.wikipedia.org/wiki/Honda
● www.autoindia.com
● https://www.referenceforbusiness.com/history2/67/Honda-Motor-Company-Limited.ht ml
● www.iosrjournals.org
● https://shodhganga.inflibnet.ac.in

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