Customer Satisfaction Towards Honda Activa With Special Reference To Pollachi Taluk

INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW
ISSN:2321-0346 - ONLINE ISSN:2347-1670 - PRINT -IMPACT FACTOR :0.882

VOLUME 3, ISSUE 2, FEBRUARY 2015
CUSTOMER SATISFACTION TOWARDS HONDA ACTIVA WITH

SPECIAL REFERENCE TO POLLACHI TALUK
N.BHUVANESH KUMAR 1
D. KAVITHA 2
Research Guide, Assistant Professor, PG Department of International Business

NGM College, Pollachi.
2
Research student, PG Department of International Business, NGM College, Pollachi.
ABSTRACT
The paper brings out the customer satisfaction towards Honda activa. Honda was the eighth
largest automobile manufacturer in the world. The Honda activa was the first stand-alone two wheeler
from the worlds leading manufacturer of internal combustion engines to make a telling impact in the
Indian motorcycle market. A questionnaire has been designed to collect the data from the respondents.
The present study was undertaken with an aim of to analyze the personal profile of consumers in
Honda activa. To identify factors influencing consumers to Honda activa. To study effect of
advertisement on the purchase decision of the consumers. Convenient sampling design has been used.
Percentage analysis, chi-square test, weighted average rank method and Friedman tool have been used
to analyze the data. This study was carried out by verifying many articles. The main theme of the
study is consumer perception in Honda activa. The study had found the consumer perception towards
and Honda activa.
.O
Key words Two wheelers, Brand selection, consumer perception
I. C
INTRODUCTION
Honda has been the worlds largest motorcycle manufacturer since 1959, as well as the
worlds largest manufacturer of internal combustion engines measured by volume, producing more
than 14 million internal combustion engines each year. In 2001, Honda becomes the second largest
Japanese automobile manufacturer. Honda was the eighth largest automobile manufacturer in the
world. The Honda activa was the first stand-alone two wheeler from the worlds leading manufacturer
of internal combustion engines to make a telling impact in the Indian motorcycle market. The Honda
activa was styled keeping in mind not only the ladies but also a large number of gentlemen who it be
opting for it. Thus downed the first unisex aromatic scooter that was above a 100cc.The best part of
this Honda offering was however the ergonomics and the handling. The engine is mounted exactly
mid-way for perfect weight balance.
STATEMENT OF THE PROBLEM

There are many type of two wheelers and they are playing an essential role in fulfilling the
needs of customer now a days the customer are more dynamic. Their needs and preference can be
changing as per current scenario. The development of the two wheeler mainly depends on the
customer satisfaction. The following questions may arise regarding customer satisfaction. What factor
affects the two wheeler purchasing? What factor influences the customers? To find the solution to
these questions the study has been carried out.
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SCOPE OF THE STUDY
The scope of the study reveals the consumers brand preference of two wheelers. It confined
with special reference to Coimbatore district. The vital purpose of the study has been conducted to
identify the consumers evaluate their preferences and find out the factors in which it decides the
buying decision, and to analyze the satisfaction level of Honda activa brands of two wheelers. The
study creates a ground for future research in the similar field and would similar inferences that could
be analyzed.
OBJECTIVE
To analyze the personal profile of consumers in Honda activa.
To investigate the major factor that has the maximum impact on consumer perception.
To study effect of advertisement on the purchase decision of the consumers.
To study the level of perception of consumers towards Honda activa.
RESEARCH METHODOLOGY
The present study focuses on the perception of consumers on Honda activa. It also makes an
attempt to examine to what extend consumers are making use of two wheelers. In order to execute the
study, data have been collected from a select sample and appropriate statistical tools are employed
take out the information contained in the data so collected. The source of the data is primary data. The
tool used in the study is simple percentage, chi-square, and weighted average and Friedman tool.
.O
RESEARCH DESIGN
The design chosen is descriptive research design. It includes surveys and facts findings
enquiries of different kinds
I. C
SAMPLING SIZE
Adopting convenience sampling technique, 89 respondents were chosen among the

population of Honda activa users in pollachi taluk.
LIMITATIONS OF THE STUDY

o The people are not willing to speak out openly.
o The sample size of the study is inly to 120 peoples.
o This study is fully based on the customer attitude and it may be change.
o Some of the respondents were non co-operative.
o This study report reflects only to Coimbatore, it cannot be generalized.
REVIEW OF LITERATURE
1.Humera Banu (2012) two wheeler riding patterns, perception and aggressive riding behaviour
among college youth. The main objective of the study to study the awareness of collage youth.
Information was collected from a sample size of respondents in college students. The studies are chisquare tests. the sample (60%) reported riding at least a few days every week. Typical speed in the
city was reported by these riders to be 48 kms per hour while maximum speed in the city was
approximately 70 kms an hour and the average speed in high way was approximately 80 kms per
hour. Finally the concluded that this is one of the first few studies that provides the data on
perceptions of two-wheelers riding India youth.
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2. Faiz Ahmed Shaikh (2011) a critical analysis of consumers buying behaviour two wheelers
(observations pertinent to ahmednagar city, Maharashtra. The main objective of the study focus
on identify the most preferred two wheeler manufacturing companies, In two wheeler marketing,
relationship with consumers is very important and their cannot be good relationship with consumers is
very important and their cannot be good relationship unless we understand customer preference well.
Information was collected from a sample size of 200 respondents. The toll used in the study is just
below 80% of the total two wheelers market in India which is dominated by Hero Honda with a
market share of 59%. Scooter segment market share is about 18% which is lead again by Honda
motorcycle and scooter India Pvt. Ltd., with a market share of 43%. [5].
3. mrs.Mahalakshmi, (2013) Customer satisfaction on two wheelers a special reference with
TVS XL in theni district. The main objective of the study to know the profile of the respondents in
the study area. In the primary data collected 204 respondents. The study had found that out of 204
sample respondents86 responds belong to the age of 20-30years. Out of 240 sample respondents, 96
responds are up to SSLC and only 10 respondents are professional degree. Finally the collected that to
conclude that two wheelers brands are taken necessary promotional activities to increase their demand
by introducing new models. In olden days the people used only the bicycle and rarely used the two
wheelers. But now a days and everyone have the two satisfactions with their services.
4.Chandrasekaran Kathiravan (2010) the competitive implication of consume evaluation of

brand image, product attributes, and perceived quality in comparative two-wheelers markets of
India. The main objective of the study to test empirically consumes brand evolution brand image,
brand attitude and quality perception, to investigation the impact of brand image and the attribute on
brand preference. The tools used in the study are chi-square test and percentage analysis in the
primary data collected 200 respondents. The study had found that the result of the initial estimation of
the CFA was show a well-fitting model. Form the output of KMO and Bartletts Test it was
absolutely clear to the researcher that sample taken were absolutely accurate and sampling accuracy
was 0.839, which was fast greater than 0.6.
.O
I. C
5. Anuj (2011), Analyzing the state of competition in India two wheelers industry. The main
theme of the study wills customer love to be with wheeler. The information on a foresaid factors will
help manufacturer determine its manufacturing and marketing strategies for sustaining and growth of
the business. The study had found that the automobile industry in India in one of the largest in the
world and one of the fastest growing globally. Finally they conclude that report divides two wheelers
industry in segments on the basics of price and scooters have been treated as separate segment.
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I.PERCENTAGE ANALYSIS
TABLE NO 1
SOCIO ECONOMIC PROFILE OF CONSUMERS IN HONDA ACTIVA
S.NO
1
DETERMINANTS
AGE
Below 20
20-30
31-40
41-50
Above 51
GENDER
Male
Female
OCCUPATION
Business
Professional
Employee
Employer
Student
Others
NO OF THE RESPONDENTS
N =89
PERCENTAGE%
24
40
17
5
3
27
45
19
6
3
35
54
39
61
14
12
21
6
31
5
16
13
24
7
35
6
MARITUL STATUS
Married
Un married
30
59
TYPE OF FAMILY
Joint
Nuclear
.O
34
66
36
53
40
60
12
49
23
5
13
55
26
6
MONTHLY INCOME
Less than 10,000
10,001-20,000
20,001-30,000
30,001-40,000
Above 40,000
18
34
19
8
10
20
38
21
9
11
PLACE OF RESIDENCE
Urban
Semi urban
Rural
23
36
30
26
40
34
QUALIFICATION
School
UG
PG
Professional
16
24
23
26
18
27
26
30
SIZE OF FAMILY
Below 3
3 to 5
5 to 7
Above 7
I. C
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INTERPRETATION
The socio economic profile of the consumers in Honda activa conveys that out of 89
consumers maximum 40 (45%) consumers are from the age group of 21-30years It shows that
maximum adult consumers are using Honda activa. In gender maximum 54(61%) consumers are
female It shows that maximum female consumers of Honda activa. In occupation maximum 31 (35%)
consumers are students It shows maximum students are using Honda activa. In marital status
maximum 59 (66%) respondents are unmarried. It shows maximum unmarried persons using Honda
activa. In type of the family Maximum 53 (60%) consumers are nuclear family It shows maximum
nuclear family are using Honda activa. In size of the family maximum 49 (55%) consumers are said
3-5 members in the family. It shows that maximum 3-5 members using Honda activa in the family. In
monthly income Maximum 34(38%) consumers are monthly earn with Rs.10001-20000 it shows that
maximum 10001-20000 earn are using Honda activa. In place of residence maximum 36(40%)
consumers are living in semi urban area It shows that maximum urban area peoples are using Honda
activa. In educational qualification maximum 24(27%) consumers are under graduate holders it shows
that maximum UG graduates are using Honda activa.
II.CHI SQUARE
TABLE NO 2
HO There is no significant relationship between opinion about advertisement and age.
AGE
Excellent
10
Below 20
12
20-31
8
31-40
1
41-50
0
Above 51
TOTAL
31
SOURCE Primary data
Good
9
22
5
3
1
40
Fair
3
6
3
1
1
14
Very poor
1
0
0
0
0
1
I. C
Poor
1
0
1
0
1
3
.O
OPINION ABOUT ADVERTISEMENT
TOTAL
24
40
17
5
3
89
STATISTICAL
INFERENCES
DF=16
CV= 22.693548
TV
1% level = 23.5
5% level = 26.3
Note
DF= Degrees of freedom
CV = Calculated value
TV = Table value
1% level = one percent level of significance
5% level = five percent level of significance
The calculated value (22.693548) is less than the table value (23.5) and (26.3) so null
hypothesis is accepted. Hence there is a no significant relationship between advertisement and age of
Honda activa.
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TABLE NO 3
HO There is no significant relationship between opinion about service and gender.
OPINION ABOUT SERVICE
GENDER
Excellent
Good
Fair
Poor
Very poor
TOTAL
Male
12
20
35
Female
14
32
54
52
10
89
TOTAL
26
SOURCE Primary data
STATISTICAL
INFERENCES
DF=4
CV= 3.632446
TV=
1% level = 7.78
5% level = 9.49
Note
DF= Degrees of freedom
CV = Calculated value
.O
TV = Table value
1% level = one percent level of significance
5% level = five percent level of significance
The calculated value (3.632446) is greater than the table value (7.78) and (9.49) so null
hypothesis is accepted. Hence there is a no significant relationship between service and gender of
Honda activa.
I. C
III. WHEIGHTED AVERAGE RANK
FACTORS
Price
Style
Colour
Mileage
Comfortable
NOTE
1 WS
37 185
14
70
7
35
17
85
14
70
2
12
15
20
21
21
TABLE NO 4
RANKING METHOD
WS
3 WS
4 WS
48
13
39
9
18
60
29
87
21
42
80
25
75
21
42
84
10
30
24
48
84
12
36
14
28
5 WS TWS
18
18
308
10
10
269
16
16
248
17
17
264
28
28
246
RANK
I
II
IV
III
V
a. 1= 1st rank given by respondents, 2= 2nd rank given by respondents, 3= 3rd rank given by
respondents, 4= 4th given by the respondents, 5=5th rank given by respondents.
b. First rank was given a score of 5, second rank a score of 4, third rank a score of 3, fourth rank
a score of 2 and fifth ranks a score of 1.
c. WS denotes weighted scores.
d. Ranking was done on the basis of Total Weighted Score (TWS).
To find out the attitude of customers towards the brand of Honda activa. The respondents
were given five factors Honda activa and were asked to rank them in order of priority. The details
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regarding data collected are shown in above table. The table shows the respondents feel that price is
most preferred were as comfortable is the least preferred in Honda activa.
IV. FREDMAN TOOL
TABLE NO 5
FRIEDMAN ANALYSIS
S.NO
1
2
3
4
Source Computed
FACTORS
MEAN
1.61
1.86
2.28
2.71
Different colour
Reduce price
Improve stylish
Increase cylinder capacity
From the above table, the mean value of Different colour is 1.61, Reduce price is 1.86,
Improve stylish is 2.28 and Increase cylinder capacity is 2.71 in Honda activa. It is found through
Friedman analysis that Increase cylinder capacity is the major factor that added in Honda activa.
FINDINGS
.O
PERCENTAGE ANALYSIS
The following conveys about the findings from the 120 respondents profile.
Maximum (45%) of the respondents are from the age group of 21-30years it shows that
maximum adult consumers are using Honda activa.
Maximum (61%) of the respondents are female it shows that maximum female consumers of
Honda activa.
Maximum (35%) of the respondents are students it shows maximum students are using Honda
activa.
Maximum (66%) of the respondents are unmarried. it shows maximum unmarried persons
using Honda activa.
Maximum (60%) of the respondents are nuclear family it shows maximum nuclear family are
using Honda activa.
Maximum (55%) of the respondents are said 3-5 members in the family. It shows that
maximum 3-5 members using Honda activa in the family.
Maximum (38%) of the respondents are monthly earn with Rs.10001-20000 it shows that
maximum 10001-20000 earn are using Honda activa.
Maximum (40%) of the respondents are living in semi urban area It shows that maximum
urban area peoples are using Honda activa.
Maximum (27%) of the respondents are under graduate holders it shows that maximum UG
graduates are using Honda activa.
I. C
CHI SQUARE
o
o
There is a no significant relationship between advertisement and age of Honda activa.

There is a no significant relationship between service and gender of Honda activa.
RANKING METHOD
The table shows the respondents feel that price is most preferred were as comfortable is the
least preferred in Honda activa.
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FRIEDMAN TOOL
Friedman analysis that Increase cylinder capacity is the major factor that added in Honda
activa.
SUGGESTION
The company should maintain the look Honda activa users
To increase mileage and to reduce the price of Honda activa.
The companies have to improve the advertisement and which helps to introduce different
colour of the vehicles.
CONCLUSION
This study was conducted in Coimbatore, with a board objective of customer satisfaction of
two wheelers in Honda activa. For this purpose 120 customers were selected and obtained the various
responses based on the questionnaire method. Though they are most preferred by women, men also
using Honda Activa.
REFERENCE
.O
1. Two wheeler riding patterns, perception and aggressive riding behavior among college youth.
Humera banu (2012)
2. Customer satisfaction on two wheelers a special reference with TVS XL in theni district
Mrs.Mahalakshmi, (2013)
3. Analyzing the state of competition in India two wheelers industry anuj (2011),
I. C
4. A critical analysis of consumers buying behavior two wheelers (observations pertinent to

ahmednagar city, Maharashtra faiz ahmed shaikh (2011)
5. Two-wheelers bike-a coprative study of rural and urban consumers of Jodhpur district
rajasthan. Sheetal soni &abhishek soni (2012)
6. Customer satisfaction towards

dr.Dugganiyuvaraju (2013)
Honda
two
wheelers
case
study
in
tirupati
7. Study of consumer buying behaviour towards bikes. Omesh chandra (2011)

8. WWW.Honda2wheelersindia.com
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Customer Satisfaction Towards Honda Activa With Special Reference To Pollachi Taluk

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INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW

ISSN:2321-0346 - ONLINE ISSN:2347-1670 - PRINT -IMPACT FACTOR :0.882