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Submitted by
2009-2012
CERTIFICATE
are Sixth Semester B.Com students of this college. This project is submitted by
Commerce.
Changanacherry
28-03-2012
CERTIFICATE
are Sixth Semester B.Com students of this college. This dissertation is submitted by
Commerce.
Changanacherry
28-03-2012
CERTIFICATE
Changanacherry
28-03-2012
DECLARATION
Jinson George
Job J Palakunnel
Jobin K M
Changanacherry
28-03-2012
ACKNOWLEDGEMENT
Our sincere thanks to our family and friends for their words of
encouragement.
We thank God, the almighty who has been our guiding light
JinsonGeorge
Job J Palakunnel
Jobin K M
Changanacherry
28-03-2012
CONTENTS
List of Tables
List of Charts
I Introduction 1-5
Bibliography
Appendix
LIST OF TABLES AND CHARTS
LIST OF TABLES
Table Page
No: Title No:
I Gender 22
II Age 23
III Occupation 24
IV Income 25
V Source of information about Honda Activa 26
VI Place of service 27
VII Ratings for Ride, Handling 28
VIII Ratings for Comfort 29
IX Ratings for Road grip 30
X Ratings for Mileage 31
XI Ratings for Mileage 32
XII Ratings for Engine performance 33
XIII Ratings for Speed 34
XIV Ratings for Braking 35
XV Ratings for Pick-up 36
XVI Ratings for Re-sale value 37
XVII Service regularity 38
XVIII Satisfaction level of after sales service of 39
Honda Activa
XIX Satisfaction level of cost and availability of 40
spares of Honda Activa
XX Overall satisfaction with regard to the use of 41
Honda Activa
LIST OF CHARTS
Chart Page
No: Title No:
I Gender 22
II Age 23
III Occupation 24
IV Income 25
V Source of information about Honda Activa 27
VI Place of service 28
VII Ratings for Ride, Handling 29
VIII Ratings for Comfort 30
IX Ratings for Road grip 31
X Ratings for Mileage 32
INTRODUCTION
1
INTRODUCTION
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 figures of the two
wheelers have 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
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
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 consist of Kinetic Honda, Nova, YamahaRx135, KB-125,
etc. The four strokes category consists of Honda Activa, TVS Scooty, Kinetic Style,
etc. Most of the officials or some persons generally prefer these two wheelers, such
as Honda Activa, 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
2
wheeler in the coming years. 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
norms ruled till the mid 80’s restricted access to foreign technology inputs and foreign
investment by government. Since mid 80’s, the Indian automobile industry was
market potential, attracted world major companies like, Honda, Yamaha, Suzuki,etc.
With the recent influx of different brands in today’s two wheel auto
segment each brand is striving to satisfy customer with the end results of maintaining
quality. At present two wheelers as such has become necessity but not a nicety. With
this outlook of today’s market it is even in a layman’s 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
OBJECTIVES OF STUDY
2.To find out the customer satisfaction level to various groups of people towards
Honda Activa.
3.To find out the relationship between customer satisfaction and sales.
3
NEED FOR THE STUDY
The need for the study arises in order to create awareness amongst the
customers and to determine the customer satisfaction. The need for the study arises
3.To know the customers opinion towards existing after sales service provided by the
company.
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
3.It also helps in putting in possible improvements, additions, and new strategies and
PERIOD OF STUDY
4
METHODOLOGY
Sample Procedure
to the unit of study from the field.This sampling plan is effective in getting the first
hand information, i.e. primary data, which has been required for the study by the
1. The study could not be conducted on a large sample size and area because of time
5
Chapter II
THEORETICAL REVIEW
6
MARKETING
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
environment”
Ray Corey
WHAT IS MARKETING?
obtain what they need and want through creating, offering and exchanging products of
MARKET SEGMENTATION
The task of breaking the total market into segments that share common
consumers with similar needs and producing a product that will meet those needs at a
profit. 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
7
CUSTOMER SATISFACTION
and will have some expectations before making any purchase. If the product meets
product meets the basic needs set and therefore utility of a product is nothing but
consumer’s estimation of product’s over all capacity to satisfy his needs. Customer
function of closeness between the buyer’s product expectation (E) and products
8
POST PURCHASE ACTIONS
job is to understand buyer’s behaviour and aim 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
customer loyalty.
Customer’s 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
SATISFACTION
monitoring changing levels of customer satisfaction before they affect sales it takes
9
1. Complaint & suggestions system
2. Customer panel
3. Customer surveys
4. Ghost shopping
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.
10
2.CUSTOMER PANELS
3.CUSTOMER SURVEYS
It is conducted to learn how product has affected brand choice behaviour, what
neutral, satisfied, very satisfied) and ask about quality of service and various other
aspects. Management compare these ratings and can arrive at customer satisfaction
4.GHOST SHOPPING
their findings on strong and weak points they experienced in buying company’s and
competitor’s product. The ghost shoppers even pose certain problems to test whether
11
5.RETENTION OF CUSTOMERS
Direct all marketing efforts towards meeting customer needs. Create corporate strategy
QUALITY
Companies should have quest for quality and should meet standards.
Companies should have quest to find innovative ideas and features or attributes
that will create excitement and desire and they should look beyond what the
customer says.
12
INDUSTRIAL BACK GROUND OF THE STUDY
Since immemorial time man has been trying to make things which would make
life easier. Among these is the transportation for himself and the goods. The invention
animals were used for drawing carts but quest for faster and delivering large quantities
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 fuel efficient light weight vehicle was felt.
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 and more
reliable pricing. Since the 1980’s 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. Largely speaking three major categories of
two wheeler started coming, the Scooters, the Motorcycles and Mopeds. The recent
13
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
Activa was launched. The two wheeler age revolutionized Indian automobile market.
The customer’s attitudes too changed with preference for looks, low cost,
riding and good after sales service. Consumer’s 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 scooterette
– Looks
– Maintenance
– Power
– Fuel efficient
– Power
– Economical cost
14
INDUSTRY PROFILE
motorcycles and mopeds. The domestic two wheeler sales of 3.4 million in financial
year 2009-10. 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. Moped sales in southern region lead in three wheeler
sales with a contribution of 42% and 35.8% of total three wheeler sales respectively.
INDUSTRIAL BACKGROUND
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,
15
CHAPTER III
COMPANY PROFILE
16
HONDA
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 MotorCompany 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
Honda Activa is the first scooter model of HMSI for the Indian market. It has
revitalized the Indian scooter market after its launch in the year 2000. 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 Activa 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
The Honda Activa has been designed to cater people who believe:
17
The Honda Activa 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.
• Promoting conservation of resources such as energy, water, oil and grease and other
raw materials, by reusing, recycling and minimizing the waste generation.
18
PRODUCT PROFILE
HONDA ACTIVA
Technical Specifications
Engine:
Front 90/100-10 53 J
Rear 90/100-10 53 J
Brakes:
19
Colours:
➢Black
➢Laser red
Features:
Aerodynamic Design: The Honda Activa has an aerodynamic body that helps cool
the engine through smoother airflow. It also helps to lower fuel consumption by
Tuff up Tube: The Tyres of the Honda Activa 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 Activa is space that can
comfortably hold a helmet or any other thing you wish to put away.
CLIC: The ‘Convenient Lift-up Independent Cover’ enables one to easily lift-up the
Honda Activa’s body cover, like the bonnet of a car.This makes routine maintenance
20
Multi-Reflector headlamp: Honda Activa has a powerful and very stylish multi-
reflector headlamp that increases road visibility to make night driving a safe
experience.
CHAPTER IV
21
Analysis and Interpretation of Data
1. Gender
Table I
Male 20 66.67%
Female 10 33.33%
Total 30 100%
Chart I
22
Male
Female
Among the respondents,20 were male and 10 were female. Out of 30 respondents,
2. Age
Table II
Chart II
23
18-25
25-35
35-45
45 and above
The above table shows that 40% of respondents belong the age group 45 and above.
13.33%.
3. Occupation
Table III
24
Total 30 100%
Chart III
Employee
Profession
Business
Student
Others
The table above shows that 33.33% of the respondents are employees.8 out of 30
students and 6.67% of the respondents are having their occupation as profession. 20%
4. Income
Table IV
25
Rs.400000 to Rs.500000 3 10%
Rs.500000 and above 2 6.67%
Total 30 100%
Chart IV
0 2 4 6 8 10 12
The above table shows 26.67% of respondents belong to the income group who have
income up to Rs.200000. 40% ofrespondents belong to the income group who have
Table V
26
Newspapers 11 36.67%
Television 6 20%
Magazines 5 16.67%
Show-room display 2 6.67%
Exhibition 2 6.67%
Friends 4 13.33%
Total 30 100%
Chart V
Newspaper
Television
Magazines
Show-room display
Exhibition
Friends
The above table shows that newspaper influenced 36.67% to buy Honda Activa. 20%
27
influenced 6.67% of people to buy Honda Activa and Friends influenced 13.33% of
6. Place of service
Table VI
Chart VI
25
20
15
0
Authorised selling Other authorised Private centre
centre centre
The above table shows that 20 out of 30 respondents that is 66.67% of respondents
28
respondents goes to other authorised centres for service.13.33% of respondents that is
Table VII
Chart VII
Excellent
Good
Average
Poor
29
The above table shows that 50% of respondents have rated the ride, handling of Honda
Activa as good.16.67% person rated it as excellent and 20% respondents find it only
Table VIII
Chart VIII
25
20
15
0
Excellent Good Average Poor
30
From the above table it is clear that 66.67% people find the comfort given by Honda
Activa is good. 10% respondents find it excellent and 6.67% people find it average.
Table IX
Chart IX
Excellent
Good
Average
Poor
31
The above table shows that 43.33% of respondents find the road grip of Honda Activa
is average. 40% of respondents think it is good and 13.33% of people think it is poor.
Table X
Chart X
16
14
12
10
8 Ratings forMileage
0
Excellent Good Average Poor
32
The above table shows that 53.33% of respondents find the mileage of Honda Activa
find it good.
Table XI
Chart XI
Poor
Average
Excellent
0 5 10 15
33
The above table shows that 40% of respondents find the design of Honda Activa
Table XII
Chart XII
Excellent
Good
Average
Poor
34
From the above table it is clear that 43.33% of respondents find engine performance of
Honda Activa is excellent. 26.67% of respondents find it good and 20% find it
Table XIII
Chart XIII
18
16
14
12
10
Ratings for Speed
8
6
4
2
0
Excellent Good Average Poor
35
The study shows that 56.67% of the respondents find the speed of Honda Activa as
good. 6 respondents find it excellent and 20% of respondents find it average. Only one
Table XIV
Chart XIV
36
Excellent
Good
Average
Poor
The above table shows that 53.33% of the respondents rated the braking of Honda
Activa good and 26.67% rated it average.3 respondents find it excellent and 10% of
Table XV
Chart XV
37
16
14
12
10
0
Excellent Good Average Poor
From the above table it is clear that 53.33% of the respondents find the pick-up of
Honda Activa good and 33.33% of the respondents find it excellent.10% respondents
Table XVI
Chart XVI
38
Chart showing ratings for Re-sale value
Excellent
Good
Average
Poor
The study shows that 46.67% people find the re-sale value of Honda Activa good and
Table XVII
Chart XVII
39
Chart showing Service regularity
18
16
14
12
10 Service regularity
8
6
4
2
0
Regular Irregular
The study shows that 56.67% of the respondents service their Honda Activa regularly
Table XVIII
Chart XVIII
40
Chart showing satisfaction level of after sale services of Honda Activa
Satisfied
Dissatisfied
The above table shows that 53.33% of the respondents are satisfied in the after sales
Table XIX
Chart XIX
41
Chart showing satisfaction level of cost and availability of spares of
Honda Activa
18
16
14
12
Satisfaction level of cost and
10 availabilty of spares of Honda
8 Activa
6
4
2
0
Satisfied Dissatisfied
From the above table it is clear that 60% of the respondents are satisfied in the cost
and availability of the spares of Honda Activa and 40% are dissatisfied.
Table XX
Chart XX
42
Chart showing overall satisfaction
Excellent
Good
Satisfactory
Not satisfactory
The study shows that 46.67% of the respondents are satisfied in the use of Honda
Activa and 16.67% of respondents find that overall satisfaction with regard to the use
of Honda Activa is good. 10 respondents find it satisfactory and one person finds it not
satisfactory.
43
CHAPTER V
44
The study was undertaken to know the customer satisfaction of Honda Activa among
instrument for collecting the data from the respondents. The data collected was
1. Among the respondents, 66.67% were male and 33.37% were female.
were business men and 13.33% were students and 20% had other occupations. All the
3. The media through which the respondents came to know about Honda Activa
5. It was clear in the study that those respondents who are dissatisfied serviced their
6. The ultimate aim of the study was to ascertain the satisfaction of consumers of
Honda Activa. Among 30 respondents, 16.67% of the respondents rated Honda Activa
7. It was found through the study that middle aged respondents are more satisfied with
Honda Activa than low aged respondents and high aged respondents.
45
8. The study revealed that there is a relationship with customer satisfaction and sales.
The satisfied customers were willing to buy another Honda Activa if they will buy
Suggestions
It was evident from the study that most of the respondents are satisfied with their
Honda Activa. However some of the respondents were dissatisfied. Here are some
1. Manufactures should allow discounts in the price of vehicle and spare parts.
2. The number of service centres should be increased and the availability of spare parts
3. The company should manage the service demand without causing inconvenience to
the consumers.
46