A PROJECT REPORT ON

Customer Satisfaction and After Sales Service with reference to towards Honda

Submitted to Mrs Ramneet Kaur Associate Lect. of G.M.N College

Submitted by: Name: Manisha Gupta Class: B.B.A 5th Sem Roll.No-1111173044

In partial fulfillment of award of Degree of BBA

G.M.N. COLLEGE AMBALA CANTT

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Acknowledgement
Many people have helped me on this project and each of their contribution is valuable.

I would like to take this opportunity to acknowledge and thank Auto World Ambala for providing me with this highly coveted opportunity to associate my Project with their esteemed organization. My debts for assistance in making this report are more than can be identified here. This whole effort is the result of guidance, assistance and inspiration of several people who helped me through my study and preparation of this report.

I would like to express my heartiest gratitude for the invaluable help of the employees of Auto World. Their knowledge, nature, judgment, support along with their experience was an immense source of inspiration in completing this project and preparing this report.

I further feel indebted to Sales Manager of Auto World, Ambala for his assistance, encouragement, inspiration and various suggestions from the conception to completion of the project. He has helped me to prepare a factual, realistic and pragmatic report in limited period than would have been possible.

Last but not the least I thank to all my friends who have directly or indirectly helped me in completion of my summer project report.

Manisha Gupta

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Contents Chapter-I Introduction Theoretical background Customer satisfaction Customer buying decision process Marketing Consumer behavior Sampling procedure

Chapter-II Industrial back ground of the study Growth of the industry Industry profile Motor cycle sweep stakes Origin of the organization Product profile

Chapter-III Research Methodology

Chapter-IV Data Analysis & Interpretation ChapterV Findings Suggestions Conclusion Page 3

ANNEXURE

Questionnaires Bibliography

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CHAPTER-I Introduction Theoretical background Customer satisfaction Customer buying decision process Marketing Consumer behavior

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INTRODUCTION The two wheeler segment in the automobile industry plays a vital role in India. The present day market is such that a two wheeler is affordable by middle class people in urban areas. It is also more convenient for travelling short distance within the city and for individual, over, the years the sales figured of the two wheelers has increased to a very large extent. The sales of the two wheeler in 1950 were merely 900 units, whereas now the sales have gone up to millions. The two wheeler market mainly consists of scooterette and motorcycles. The motorcycles segment forms 65% of whole of two wheeler segment. Whereas earlier the motorcycles had a very small share in the two wheeler segment but with the collaboration of Indian and Japanese companies (Honda, Suzuki, and of Kawasaki) the share has increased tremendously with reason being that two wheelers had a superior engine, better pick-up, good mileage, improved designs and large options to choose from. The two wheeler segment is divided into two stroke and four stroke categories. The two strokes consists of kinetic Honda, Nova, Yamaha Rx135, kb-125, etc. the four strokes category consists of Honda, TVS Scooty, Kinetic Style, etc. Most of the officials or some persons generally prefer these two wheelers, such as Honda, Kinetic Honda, Scooty, etc, as they are more concerned with mileage. They are also concerned with these two wheelers, as they prefer unguarded vehicles, so that it would be easy to ride the two wheelers in the cities where there is much traffic. The scooterette segment will continue to lead the demand for two wheeler in the coming years. Page 6

The Indian two wheeler industries produced and sold about 3.4 million units in the year 2009-10. Like any other Indian industry, the policy environment guided and controlled this segment of the industry as well. Licensing horns ruled day till the mid 80s access to foreig n technology inputs and foreign investment were strictly government controlled. Since mid 80s, the Indian automobile industry was administered select doses of liberalization, foreign collaboration coupled with Indian market potential, attracted world major companies like, Honda, Yamaha, Suzuki, etc.

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THEROTICAL BACKGROUND CUSTOMER SATISFACTION Customer satisfaction suffices the customer. Customer visualizes, perceives and will have some expectations before making any purchase. If the product meets customers expectations then he is satisfied. Customer will be satisfied when the product meets the basic needs set and therefore utility of a product is nothing but consumers estimation of products over all capacity to satisfy his needs. Customer satisfaction is a function of perceived performances and expectations. Dissonance reducing buying behavior The customer might experience post purchase dissonance by noticing disquieting features of product or by hearing favorable things about other product. If performance of product does not satisfy perceived expectations, the customer is dissatisfied, where he develops dissonance.

Post purchase satisfaction When the customer is satisfied or delighted he will be dazzled. If the product matches the expectations of customer he is satisfied. The customers satisfaction is a function of closeness between the buyers product expectation (E) and products perceived performance (P)

Post purchase actions There is high probability of purchasing the product if the customer care satisfied. Marketers should take keen interest in handling customers dissatisfaction. Marketers job is to understand buyers behavior and aim

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at satisfying customers. The satisfied customers will have brand loyalty and strong affinity towards the product, so there is less scope of switching to other brands. Satisfaction can be used as gauge for measuring effectiveness of customer care of the organization. This increases the customer loyalty.

Customers buying decision process Social factors, personal factors, and psychological factors influence

SOCIAL
Culture Sub cultural Cross-cultural Social class Reference groups Family

PERSONAL
Age Life style Occupation Economic Position

PSYCHOLGICAL
Motivation Perception Learning Personality Attitude

BUYER

Customers buying decision process. The company should ignore competitions and concentrate on customers one-on-one that will drive competition crazy. This can be most potent competitive weapon. Customer satisfaction should be main objective, goal and marketing tool for a company. Tools for tracking & measuring the attitude of the satisfied customers The alert companies set up systems to monitor the attitude of customers by monitoring changing levels of customer satisfaction before they affect sales it takes action. The main attitude tracking systems are:

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1. Complaint & suggestions system 2. Customer panel 3. Customer surveys 4. Ghost shopping 5. Lost customer analysis COMPLAINT AND SUGGESTIONS A customer-oriented company records, analysis and responds to complaints and tries to correct problems by new ideas and should welcome complaints and try to correct problems by new ideas and should help customers. Many hotels, restaurants and banks use this feedback method to track and measure customer satisfaction. Complaint handling strengthens buyer-seller relationship by building trust. Follow the LIST method to handle complaints:

L-ISTEN TO COMPLAINNING CUSTOMERS I-SOLATE CORE PROBLEM THROUGH QUESTIONS S-OLVE PROBLEM FROM KEEPING CUSTOMER INFORMED T-AKE FEEDBACK FROM CUSTOMERS TO MAKE SURE HE IS SATISFIED
CUSTOMER PANELS Companies should run panels of customers who have to communicate periodically. Panels are more representatives of the range of customer attitudes. Panels would reveal kinds of people who responded to promotion.

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CUSTOMER SURVEYS It is conducted to learn how product has affected brand choice behavior, what they thought of it and it is direct measure of satisfied customers.

Companies periodically send questionnaires or make telephonic calls to a random sample to prospective customers to evaluate satisfaction level on 5 point scale (very dissatisfied, dissatisfied, neutral, satisfied, very satisfied) and ask about quality of service and various other aspects. Management compare these ratings and can arrive at customer satisfaction level, measurement of customers repurchase intention or willing ness to recommend the product to others are also judged.

TAKE ACTION

MEASURE CUSTOMER OPINION

ANALYSE AND INTERPRET INFORMATION

PLAN CORRECTIVE MEASURE

MEASURES

GHOST SHOPPING Customer oriented companies hire persons to pose as potential buyers to report their findings on strong and weak points they experienced in buying company and competitors product. The ghost shoppers even pose certain problems to test whether the companys sales personal handle the situation well.

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RETENTION OF CUSTOMERS Retaining a single customer is most important than attracting many new customers. Company should reconfigure all planning processes towards customers. Direct all marketing efforts towards meeting customer needs. Create corporate strategy aimed at customer value. Company can make customers happy by providing reliability, responsiveness, assurance, empathy and tangible materials.

The company should create an emotional bondage between themselves and customers. It is always more costly, pay less attention to competing brands, buys other product that company latter adds to its line. Marketer should be aware of profitable and non-profitable customers.

CUTOMERS

WILL

BE

SATISFIED AND

BY

CONTINUOUS TOTAL

IMPROVEMENT QUALITY

PROCESS

MAINTAINING

Customers are judged of quality. Therefore, highest quality of products should be companies objective maintaining zero defects or 100% quality. Thus improves quality, inurn quality increases cost effectiveness. Proven method and procedures should be adopted and applied consistently. Quality derivativeness should be compulsory, satisfying customers requirements. Companies should have quest for quality and should meet standards. Quality should be in every stage from planning to production. Quality should be in hallmark of the company. Company should promise highest standard of product quality, safety, comfort and dependability. Page 12

 Companies should have quest to find innovative ideas and featured or attributes that will create excitement and desire and they should look beyond what the customer says.

WHAT IS MARKET? Market consists of all the potential customers sharing a particular need or wants who might be willing and able to engage in exchange to satisfy that need or wants MARKETING Marketing is so basic that it cannot be considered as a separate function. It is the whole business seen from points the point of view of its final results, that is from customer point of view business success is not determined by the producer but by the customer Peter.F.Drucker Marketing consists of all activities by which a company adapts itself to its environment Ray Corey

WHAT IS MARKETING? Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating, offering and exchanging products of value with others. . MARKET SEGMENTATION The task of breaking the total market into segments that share common properties is market segmentation. It is the process of identifying a group of consumers with similar needs and producing a product that will meet those needs at a profit.

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Market segmentation will facilitate the firm to identify and find out the additional benefit desired by the people to pay benefits and source where they would like to buy it.

CONSUMER BEHAVIOUR The term consumer behaviour refers to the behaviour that consumers display in searching for purchasing, using, evaluating and disposing of products and services that they expect will satisfy their needs. The study of consumer behavior is the study of how the individuals make decisions to spend their available resources (time, money, effort) on consumption related items. It includes the study of what they buy, why they buy, when they buy it, where they buy it and how they buy it and how often they use it. WHY WE STUDY CONSUMER BEHAVIOUR? There are various reasons as to why people study consumer behavior. As consumers, we benefit from insights in our own consumption related decisions: what we buy, why we buy, how we buy and the promotional influences that persuade us to buy. The study of consumer behavior enables us to become better and wiser consumers. As marketers and future marketers, we are able to understand consumer behavior, then we can predict how consumers are likely to react to the various information, which help us to shape the marketing strategies accordingly to gain a competitive advantage in the market. Marketers have also observed a change in the psychological behavior of the consumers. There is an increasing awareness among the consumers to the changes taking place around them resulting in an urge to purchase various goods and services. In other words, there is a positive buying motive shown by the consumers. Consumer behavior was a Page 14

relatively new field of study in the mid to late 1960. This new discipline borrowed heavily from the concept enveloping other scientific disciplines like psychology, sociology, etc. Many early theories were based on the economic theory, on the notion that individual act rationally to maximize their benefits in the purchase of goods and services. The initial thrust to consumer research from a perspective here marketing managers wanted to know the specific causes of consumer behavior. They regarded it as an applied marketing science: if they could predict consumer behavior they could influence. This approach has come to known, as positivism and the people concerned with predicting consumer behavior are known as positivists.

DEFINATIONS OF CONSUMER BEHAVIOUR According to Walters & Paul Consumer behaviour is the process whereby individuals decide what, when, where, how and from whom to purchase goods and services. Consumer may be defined as all the individuals and households that buy and acquire goods and services for personal consumption. Consumers differ in the age, income, taste and preference and educational levels and therefore the marketers should identify the different consumer groups and develop products and services according to the needs of the consumers. CONSUMER BEHAVOIUR MAY BE DEFINED AS The process whereby the individuals decide whether what, when, how and from whom to purchase goods and services. IMPORTANCE OF CONSUMER BEHAVIOUR 1) Consumer behaviour is dynamic and changes continuously. According to the consumer tastes and preference. Therefore a study

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of to analyze, monitor and understand the consumer behaviour is very essential. 2) Only by studying consumer behaviour a businessman can solve the problems faced by the consumers. 3) A study of consumer behaviour helps in effective marketing management. 4) Product decision regarding price, promotion and distribution can be taken after studying the consumer behaviour and how they react to the product. 5) In an Indian market where changes take place very often, where the government keeps on changing, it is essential to study the expectations of the consumer based on the changes. 6) Consumer behaviour study helps a marketer in exploiting new opportunities and meeting the challenges and requirements of an Indian consumer. Consumer behaviour can be said to be the melding of all those bodies of knowledge concerning with human behaviour-behavioral sciences.

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CHAPTER-II Industrial back ground of the study Growth of the industry Industry profile Motor cycle sweep stakes Origin of the organization Product profile

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INDUSTRIAL BACK GROUND OF THE STUDY Since time immemorial man has been trying to make things which would make life easier. Among these is the transportation for himself and the goods. The invention of wheel revolutionized the concept of transportation. Initially human beings and animals were used for drawing carts but the zest to faster and deliver large quantities in faster period resulted in constant improvement of wheel driven carts. In 1985 Gattlib Palmer and Kalt Benz invented the first petrol driven car. This was the beginning of the trend, which revolutionized the concept of personal transport. But with the passage of time the need for a fuelefficient light weight vehicle was felt. Thus resulted in the invention of Europe, a car on two wheels. The two wheelers came to recognize as a family vehicle and have retained this character of date. Not only it is recognized to be useful mode of transportation for a family it is also safe.

GROWTH OF THE INDUSTRY In India two wheelers have demonstrated the ever since they come to know been used in the country. So the manufacturers are all set to woo the customers with the styles that surprise. Efficiency above expectations. Durability and services more reliable and pricing. Since the 1980s the market for personalized transport experienced a strident growth in the country.

From January 1994 the market especially for two wheelers has so grown to meet the demand of the customers of India. The production capacity has been consistently increased.

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Largely speaking three major categories of two wheeler started coming, the Scooters, the Motorcycles and Mopeds. The recent trend is for the scooterette.

INDIAN AUTOMOBILE MARKET: In India basically the people are composed of middle and lower income people. For them economical and reasonable comfortable bike or scooter with less maintenance was the priority. Honda noticed this and their efforts paid dividends when Honda and Dio were launched. The two wheeler age revolutionized Indian automobile market. The customers attitudes too changed with preference for looks, low cost, maintenance, fuel efficiency. Power engine, availability of spare parts, comfortable riding and good after sales service. Consumers long list of preference was carefully kept in mind and a new era of market segmentation began. The market now segregates high income and middle income from rich class of customers. Bikes and scooterettes for every one has become a motto for automobile industry. Rich and high-income group of customers usually goes for: - Looks - Maintenance - Power The middle and low-income people goes for: - Fuel efficient - Power - Economical cost

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INDUSTRY PROFILE The Indian two wheelers industries can be broadly classified as scooters, motorcycles and mopeds. These segments as shown below constitute the domestic two wheeler sales of 3.4 million in financial year 2009-09. In the last six years, the domestic two wheeler industries have seen structural changes. This can be seen from the change in composition of two wheeler sales. Where the motor cycles have consistently gained market share from scooter and moped segment to corner a share of 41% of total two wheeler sales. This trend is expected to continue in the next two years till the four stroke scooters make their presence felt in this segment. The table below gives an idea about the strides made by motor cycle segment in the last six years. Moped sales in southern region lead in three wheeler sales with a contribution of 42% and 35.8% of total three wheeler sales respectively. In the terms of three wheeler vehicle population in Maharashtra State stands first with a population of 0.39 mn and Gujarat in the second place with 0.22 mn as on March 31st 2009. MOTOR CYCLE SWEEP STAKES: MARGINS 2009-10 (assessment year ) Hero-Honda Bajaj auto TVS Yamaha LML 10,29,591 5,42,531 3,54,497 1,71,307 36,160 3369.88 3628.74 1820.98 not listed 633.74 246.87 249.95 62.57 not listed -41.29 7.33 6.89 3.44 not listed -6.52 VOLUME SALES in nos. ( Rs. Cr) NET ( Rs. Cr ) PROFIT (%)

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INDUSTRIAL BACKGROUND Indian automobile industry is full of big names such as Maruti, Kawasaki, Tata, TVS, Suzuki, Yamaha, Hero Honda, and many others have swept away the automobile market with high quality 2 and 4 wheelers. When we shift our attention to manufacturers of bikes in India such as Hero Honda, Yamaha, TVS-Suzuki, Bullet and many others occupy pre-dominant positions in our eyes. These have been gained big status to their entity with liberalization opening gates of conservative Indian economy, many multinational companies are collaborating with Indian companies to market share for their vehicles at international level.

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

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ORIGIN OF THE ORGANIZATION Honda is the first scooter model of HMSI for the Indian market. It has revitalized the Indian scooter market after its launch in the year 2009. Within the 1st year of its launch it has been awarded the ' Scooter of the Year' by Overdrive magazine and also the 'Readers Choice Award' for the best scooter by Auto India Magazine.

The Honda has set a new standard for new era of scooters in India. It has been developed exclusively for the Indian market after closely examining the changing lifestyles, wants and needs of the consumers.

The Honda has been designed to cater people who believe: The conventional Indian scooter is too big and difficult to handle The scooterette is too small and similar to mopeds

The Honda is equipped with a number of new functions and mechanisms, introduced for the first time in India. It is designed to offer greater functionality, performance, economy, and ease of handling and maintenance to a wide cross-section of the Indian society. As responsible members of society and industry, we Honda Motorcycle and Scooters India Pvt. Ltd. (HMSI), Manesar manufacturer of two wheelers, recognize that well being of humans and conservation of earth's environment is important. By adopting environmental management system, HMSI is moving towards realization of Honda's green factory concept.

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We shall endeavor to continually monitor, improve and conserve the environment in which we operate. HMSI is committed to achieve, environmental excellence in all its industrial activities, in the following ways: Conserving environment through preventing pollution at its source of generation and strengthening our existing pollution control system. Promoting conservation of resources such as energy, water, oil and grease and other raw materials, by reusing, recycling and minimizing the waste generation. Complying with all applicable legal/regulatory requirements and strive to go beyond wherever possible. Regular monitoring and reviewing of environmental objectives and targets. Increasing environment awareness and competence amongst our employees and encourage vendors & dealers to adopt EMS.

HMSI will establish its environmental management system following PDCA cycle and continuously work to make it more effective. The policy will be well disseminated to our employees as well as to public at large. The Three Joys In line with Honda's Philosophy, HMSI conducts all its daily activities in pursuit of the following joys: The Joy of Buying The Joy of Selling The Joy of Manufacturing

The joy of using world The joy of selling world The joy of class products class products producing high quality products

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

ADDRESSES: Official Name Established Place Capital Representative Factory Location Production Capacity Honda Motorcycle & Scooter India Pvt. Ltd. 20th FIB.MARCH 2010 New Delhi, India Rs. 300 Crore Mr. Haruo Takiguchi, President & CEO Manesar, District Gurgaon, Haryana, India 200,000 units per year

Racing Honda has always played an important role in motor sports, believing it to be the springboard for technological advancement. Honda has made its mark in the 500cc class Motorcycle Racing World Championship and more.

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Technology Our fundamental design philosophy seeks to maximize space and comfort for people, while minimizing the space required for mechanical

components. With this aim in mind, Honda's R&D activities include product-specific development and research.

Safety At Honda, we use a three-prong approach, based on preventing accidents, minimizing injury in the unlikely event of an accident and our Driving Safety Promotion operations. Honda's safety philosophy emphasizes the development of appropriate technologies for its products, so as to ultimately achieve maximum riding comfort for its customers. Honda was the first manufacturer in Japan and India to develop and apply the anti-lock brake system for the two wheelers.

Environment Honda is unrivalled in making a conscious effort to lower the emissions of every one of its vehicles, 2 and 4-wheelers. It is actively pursuing the development of a 4-stroke engine in all 2-wheelers by 2009.

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PRODUCT PROFILE

HONDA

Technical Specifications Engine: Type 4-stroke, single cylinder, air cooled, OHC Displacement Maximum Power Maximum Torque Transmission Ignition Electricals: Battery Headlamp Chassis: Frame Dimensions (l*b*h) Wheel Base Seat Height Ground Clearance Fuel Tank Capacity: Tank capacity 6 litres High rigidity under bone type 1765*715*1130 mm 1235 mm 760 mm 145 mm 12 V, 5 Ah 35 W 102 cc 7 Bhp at 7000 rpm 0.8 Kg-m at 5500 rpm V-matic Self and Kick

Brakes: Front Drum, 130 mm dia

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Rear Tyre size: Front Rear

Drum, 130 mm dia

3.50-10, 4 PR 3.50-10, 4 PR

Suspension: Front Bottom link with spring loaded hydraulic damper Rear Unit swing with spring loaded hydraulic damper

Colors: Strand silver metallic Black Laser red Precious gold metallic Azure blue metallic Features: Aerodynamic Design: The Honda has an aerodynamic body that helps cool the engine through smoother airflow. It also helps to lower fuel consumption by lowering air resistance. Tuffup Tube: The Tyres of the Honda have double layered tubes with fluid in between. This seals the air leakage in case of a puncture to ensure that the rider enjoys a hassle-free ride. Under Seat Box: Neatly hidden beneath the seat of the Honda is space that can comfortably hold a helmet or any other thing you wish to put away.

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CLIC: The Convenient Lift-up Independent Cover enables one to easily lift-up the Hondas body cover, like the bonnet of a car. This makes routine maintenance easier and faster. Multi-Reflector headlamp: Honda has a powerful and very stylish multi-reflector headlamp that increases road visibility to make night driving a safe experience.

HONDA DIO

Honda has done it again! After wooing the masses with its brilliant but conservatively styled Honda, Honda now plays the style card with the Dio. And squashes the opposition in emphatic style.

A pertinent question which I must ask. Do real men ride scooters? Those girly, electric-start, UN-geared, twist and go scooters? No? I would have yelled an emphatic 'no' if this question was posed to me a year ago. Come on, men ride motorcycles, preferably big brawny Bullets!

Ask me this question today and you will hear me coo a different tune. Maybe it's just me becoming old and boring but everyone in the office seems to concur with my view. And for that the Honda has to be blamed. Spoilt us it has, over a year of leisurely riding. But there still was that one little reservation I had against the Honda. Being young in years most of my waking hours are spent trying to impress the ladies and the conservative, even boring, styling of the Honda ain't going to cut much ice.

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Which is why the Honda has been in Aspi's possession (he being of the married type) for all these months while I have been breaking my head over a succession of Bullets. But didn't someone say there always is light at the end of the tunnel and in this case the light ain't of an oncoming train. Rather it has 'Dio' splattered across its sides.

The Dio is clad entirely in plastic panels, a departure from the steelbodied Honda. Honda wanted to play it safe with the Honda and hence it is steel-bodied, but with the Dio, the contemporary approach to panels has been adopted resulting in 12kg weight reduction, more of which later. Developing plastic moulds is also much cheaper that steel.

Ergonomically the Dio is spot-on and quality of components and controls is top-notch, as we have come to expect from any Honda offering. The handlebar-seat-footboard relationship has been optimized perfectly for riding comfort. The Dio also has the CLIC cover that lifts up the Honda's body like a car bonnet allowing easy access to the engine for routine maintenance. In terms of build quality, we can emphatically state the Dio will remain bombproof.

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CHAPTER-III Research Methodology

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RESEARCH Methodology
A research design is a logical and systematic plan prepared for directing a research study. It is a planed structure and strategy of investigation conceived so as to obtain answers to research questions and constitutes the blue print for the collection, representation, and analysis of data.

In short, it is the logical and systematic plan prepared for directing the research study. A good research design should consists of o Clear statement of research design. o Produce and techniques to be followed for gathering information. o Population to be studied. o Methods to be used in processing and analyzing data.

Statement of problem
With the recent influx of different brands in todays two wheel auto segment each striving to satisfy customer with the end results of maintaining loyalty, at present cars as such have become necessity but not a nicety. With this outlook of todays market it is even a laymans perceptive that Honda has stood against all odds this indicates that Honda, by itself reflects a satisfied customer. Keeping in mind curriculum requirement and organizational requirement the study has been conducted to find out customer satisfaction towards Honda. However, due to time constraint an in depth study could not be undertaken. .

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Scope of the study

1. It helps to know that which publicity media gives maximum retention to the customers. 2. The study also helps the company to improve their standard of service & handle the competition in the near future. 3. It also helps in putting in possible improvements, additions, and new strategies and offers the customers. 4. It also puts a detailed insight into the different aspects of the company, such as manufacturing, marketing sales, production and finance etc.

Objectives
1. To find out the customer satisfaction level. 2. To various age groups, qualification, occupation, and household income of all the respondents. 3. To find out from which dealer the customer has purchased their product and the source of awareness about the dealership and the product. 4. To find the availability of finances schemes and mode of purchase through the various financial schemes. 5. To find customer satisfaction level towards sales process. 6. To find out the impact of showroom ambience, product briefing and salesman effectiveness.

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Methodology of the study Sampling Design

A part of population is know as a sample and drawing a sample from larger population is called sampling A Good sample should be representative, accurate and precision sampling can be categorized: Convenience sampling

Sample procedure for the project work

The sampling method used is convenience sampling, a category of non-probability sampling since the respondents were chosen by me and were not provided by the company. The area of sampling is in Ambala.

Sample size for the project work

It is impossible to collect the response from the total population due to limitation of time. The total sample size taken for survey is 100 respondents.

Method of Data Collection

Data collection tool is to collect the primary data that is, data collected specifically for the study and is not published anywhere before is through a questionnaire. It is used to collect data about that general Brand Awareness and Market Potential of two wheelers of Honda and its other competitors.

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Primary data: The primary data is collected through survey method Secondary data: The secondary data is collected through various sources like magazines, textbooks, and internet.

Primary data (Exploratory Research Design)

Primary Data is the first hand information collected for specific purpose directly from the field of enquiry. The source of data for compilation of this report was gartered directly from the respondents through the use of questionnaire. It was developed personally and offered the latest information

Designing for Questionnaire:

The designing of questionnaire needs precision and classify the subject. So that respondent easily understands the questions and will reply the answers sincerely and correctly. The concept of is to fulfill the research objectives. . SAMPLING PROCEDURE The sample size of collection of data is 100 respondents. Sampling is basically targeted to the consumers who own Honda, who are chosen by simple random technique. Though the size of sample is small, it has highly reliable findings as it is targeted to right Honda owners.

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DATA COLLECTION METHOD The type of information required for the study was satisfactory level of the consumers who own Honda. So data is collected through personal interview method. This method has helped in obtaining data on factors such as attitude, satisfaction level, mode of purchase etc. by this method one can expect a reliable information, which is referred to as quantitative research design method.

SOURCES OF DATA It refers to method used to conduct research for Auto Worldin this research all the data have been collected through primary source of Data collection method, for the study of Honda.

Field works for project

The field work for the project was carried in Ambala. The fieldwork schedule contained structured set of questions to be answered by respondents to suit the objective of the project. The respondents were contacted at place like colleges, offices, residents and different areas in the Ambala.

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Limitation of the project

Project work and study is confined to Ambala only The data will be collected only from respondents. Their perceptions are portrayed in a statistical and graphical manner; this itself can be a limitation. As the primary data will be collected by individuals responses are likely to be biased, because of subjectivity. The overall sample size is 100. Hence this is not to be a truly representative picture The duration for the survey was very less

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CHAPTER-IV Data Analysis & Interpretation

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Table 1: Age Group of the Respondents Age 18-25 25-32 32-39 39 & above Observation No of respondents 39 18 11 32

Age is the very important factor in the purchase decisions of the customers. People of different age group prefer different types of two wheelers. Out of the surveyed 100 respondents, 39 % respondents belong to the age group 18-25 years; 18 % respondents belong to the age group of 25-32 years; and 11 % respondents belong to the age group of 32-39; 32 % of them belong to 39 & Above. Graph 1: Age Group of the Respondents

40 35 30 25 20 15 10 5 0

39 32

18-25

18 11

25-32 32-39 39 & above

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Table 2: Sex of the respondents Sex Male Female Observation Sex is also an important consideration for the marketers so as to know which of the sex prefer to buy their products. The above study shows that out of the surveyed 100 respondents of Honda 76% of the users were male and the rest 24% of them were female. This reveals that male users are more in number but there are also females who too use Honda. Graph 2: Sex of the respondents No of respondents 76 24

80
70 60 50 40 30 20 10 0

76

male female

24

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Table 3: Occupation of the Respondents Occupation Student Service Business Professional Observation Occupation is very important factor or consideration in purchasing a two wheeler. People prefer to buy a two wheeler for the sake of their status and the kind of work they do. Out of the surveyed 100 respondents, 6 % or 6 respondents were doing business; 39 % or 39 respondents were doing professional; 21 % or 21 respondents were doing service; and 34 % or 34 respondents were student. Graph 3: Occupation of the Respondents No of respondents 34 21 6 39

40 35 30 25 20 15 10 6 21 34

39

student service business professional

5
0 a b c d

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Table 4: Monthly Income of the Respondents Monthly Income 5000-10,000 10,000-15,000 15,000-20,000 20,000 & Above Observation Income is the important consideration in the purchase of a two wheeler. Depending on his income the person will go for the type of two wheeler, which he can afford for. Out the surveyed 100 respondents; 7 % or 7 respondents belong to 5000-10,000; 47 % or 47 respondents belong to 10,000-15,000; 19 % or 19 respondents belong to 15,000-20,000; and rest 7 % or 7 respondents belong to 20,000 and Above. Graph 4: Monthly Income of the Respondents No of respondents 7 47 19 27

50 45 40 35 30 25 20 15 10 5 0 a

47

27
19

5000-10,000 10,000-15,000 15,000-20,000 20,000& above

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Table 5: Ownership status of the Honda Ownership status Self owned Company owned Company leased No of respondents 99 1 0

Observation The study shows that out of the 100 surveyed respondents 99% of them owning Honda were self-owned, 1% was company owned and none of them were using company leased. Graph 5: Ownership status of the Honda

100 90 80 70 60 50 40 30 20

99

self owned company owned company leased

10
0 a

1 b

0
c

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Table 6: Recommendation of Honda to others Recommendation Yes No No of respondents 87 13

Observation The above study reveals that the 87% of the respondents would like to recommend Honda to others, such as their friends and relatives. And 13% of the respondents told that they would not recommend Honda, as they would get a bike for the same cost.

Graph 6: Recommendation of Honda to others

90 80

87

70
60 50 40 30 20 10 0 a b 13
yes no

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Table 7: Ratings for Ride, Handling Ratings Excellent Good Average Poor Observation The study shows that the respondents ratings for Ride & Handling. 48% of them told that it was excellent, 26% told that it was good, 16% told that it was average and 10% of them told that it was poor. Graph 7: No of respondents 48 26 16 10

Ratings for Ride, Handling

50 45 40 35 30 25 20 15 10 5

48

26

excellent good average poor

16
10

0
a b c d

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Table 8: Ratings for Comfort Ratings Excellent Good Average Poor No of respondents 52 24 23 1

Observation The study shows that the respondents ratings for Comfort. 52% of them told that it was excellent, 24% told that it was good, 23% told that it was average and 1% of them told that it was poor. Ratings for Comfort

60 52 50

40
excellent

30 20 10

good

24

23

average poor

1 0 a b c d

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Table 9: Ratings for Road Grip Ratings Excellent Good Average Poor No of respondents 17 21 37 25

Observation The study shows that the respondents ratings for Road Grip. 17% of them told that it was excellent, 21% told that it was good, 37% told that it was average and 25% of them told that it was poor. Ratings for Road Grip

40

37

35
30 25 25 20 15 10 5 0 a b c d 17 21
excellent
good average poor

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Table 10: Ratings for Engine Performance

Ratings Excellent Good Average Poor

No of respondents 47 15 31 7

Observation The study shows that the respondents ratings for Engine Performance. 47% of them told that it was excellent, 15% told that it was good, 31% told that it was average and 7% of them told that it was poor. Ratings for Engine Performance

50 45 40 35 30 25 20 15 10 5 0

47

31
excellent
good average

15 7

poor

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CHAPTER-V Findings Suggestions Conclusion

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FINDINGS 27% of the sample size told that the service given by the Auto Worldwas excellent. Advertisements have popularized other dealers with friends of the customers with 42% of them indicating for it. Delivery instruments are given properly by all the dealers. All the customers say that they prefer to service their vehicles at the authorized service centers only. 33% of the customers told that they would purchase another Honda in future for their family members or for their relatives. 29% of the customers say that they purchased Honda for its travelling comfort. 22% told that Honda is easy to ride. 26% told that Honda is a fuel efficient two wheeler. 99% of the customers ownership status of Honda is self-owned. 12% purchased Honda as they felt it was a trend for it. Indian market is full of middle class customers and most of the customers owning Honda belonged to middle class category. The customers got aware of Honda largely through magazines and newspapers. 34% of the customers were students and 39% of them were professionals. 76% of the customers were male and 24% of them were female.

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SUGGESTIONS This study is aimed at analyzing customer satisfaction with sample of 100 members, which has helped in getting an overall view of customer satisfaction towards Honda considering different criteria. Base on the study following suggestions can be considered Providing more techno-driven, sophisticated exteriors keeping track of present situation. To increase the mileage efficiency To provide mobile servicing a should be able to reach the spot in case of any breakdown To bring down the cost of spares and to improve genuinely. To change shape or body design of Omni so as to increase road safety especially during swift turns. To give more ads on to drive slowly and safely. Sales executives should constantly review the present, the past and the future objectives and there by evaluate their performance. Gathering and processing data through electronic data processing system there by time spent on information evaluation feed back can be reduced. Building satisfaction: sales person should reassure the customer regarding decision taken by him while ordering product/service. They should constantly provide adequate solutions for purchasing a product. Final buyer relation: sales personnel who are in contact with final buyer should be courteous, friendly and competent in their jobs. Customer care is best way to build long-term relation, because they also have emotional and psychological needs when they purchase a car. Page 50

CONCLUSION 1. Improved product and process quality 2. Incorporates lessee learned and best practices from global automotive industry 3. Provides additional confidence for global souring 4. Provides a global quality system approach in the supply chain for subcontractor development and consistency. 5. Reduction in variation, waste and increased efficiency 6. Reduction in second party audits and elimination of multiple third party registration 7. Provides a common language for worldwide quality system requirements

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ANNEXURE

Questionnaires Bibliography

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QUESTIONNAIRE Name: Age: Sex: Address: ----------------------------------------------------------------------------------------------------------------Phone No: Email ID: Occupation: Student Service Monthly Income: 5000-10,000 15,000-20,00 Business Professional 10,000-15,000 20,000 & Above

SPECIFIC INFROMATION 1. What is the owner ship status of Honda? Self owned Company owned Company leased o 18-25 o 25-32 o 32-39 o 39 & above 3. sex of the respondents o Male o Female

2.Age group of the respondents

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4. If you were to recommend a scooter would you recommend anyone Honda? Yes No

5. How do rate Honda in terms of Basis Ride, Handling Comfort Road grip Mileage Design Engine performance Speed Braking Pick-up Excellent Good Average Poor

6. Where did you buy your scooter? Dealers Name: Auto World City Honda Haiku Honda Planet Honda 7. Reason for above dealers? Service performance facilities Advertisement Friends Others

8. Where do you usually go for service? Authorized selling dealer Other authorized service center Private shop

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9. Are you planning to buy another Honda in the near future? Yes No Finance schemes Others

10. What mode of do you prefer? Cash Company loan

11. What are the sources the create awareness? News papers Television Magazines Exhibition Student Service Business Professional 13. Ratings for comfort Excellent Good Average Poor 14. Ratings for road grip Excellent Good Average Poor Postal catalogue Show-room display

12. Occupation of the respondents

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15.ratings for engine performance Excellent Good Average Poor

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BIBLIOGRAPHY

Books: 1. Principles of Marketing Management By Philip Kotler. 2. Research Methodology By C.R.Kothari.

Magazines: 1. Auto World. 2. Over drive. 3. Auto India.

News Papers: 1. Times of India. 2. Economic Times.

Web Sites: www.honda2wheelersindia.com www.Honda.com

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