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A STUDY ON CUSTOMER SATISFACTION OF HONDA ACTIVA AMONG CUSTOMERS
IN CHANGANACHERRY TALUKA Project submitted to the Mahatma Gandhi University
in partial fulfilment of the award of
Bachelor in Degree Commerce
Submitted by
Jinson George [Reg. No: SCAA09135747]
Job J Palakunnel [Reg. No: SCAA09135748]
Jobin K M [Reg. No: SCAA09135749]
Under the Supervision of
Mr.SOJAN KURIAN M.Com, MBA
RESEARCH & POST GRADUATE DEPARTMENT OF COMMERCE
2009-2012
CERTIFICATE
This is to certify that Jinson George, Job J Palakunnel and Jobin K M
are Sixth Semester B.Com students of this college. This project is submitted by
them in partial fulfilment of the requirement for the Bachelor Degree in
Commerce.
Rev. Dr.Tomy Joseph Padinjareveetil, MA [Eco], Ph.D.Principal
St. Berchmans College, Changanacherry
Changanacherry
28-03-2012
CERTIFICATE
This is to certify that Jinson George, Job J Palakunnel and Jobin K M
are Sixth Semester B.Com students of this college. This dissertation is submitted by
them in partial fulfilment of the requirement for the Degree of Bachelor of
Commerce.
Prof. M.C Baby
M.Com, MBA, FICWA, ACS, CPA
Head, Department of CommerceSt. Berchmans College,
Changanacherry
Changanacherry
28-03-2012
CERTIFICATE
I certify that this dissertation entitled A STUDY ON CUSTOMER
SATISFACTION OF HONDA ACTIVA AMONG CUSTOMERS IN
CHANGANACHERRY TALUK is a bonafide work done by Jinson George,
Job J Palakunnel and Jobin K M, in partial fulfilment for the Degree of
Bachelor of Commerce in Mahatma Gandhi University, under my supervision.
Mr. SOJAN KURIAN M.Com, MBA
Department of Commerce
St.Berchmans College, Changanacherry
Changanacherry
28-03-2012
DECLARATION
We, hereby declare that this dissertation entitled “A STUDY ON
CUSTOMER SATISFACTION OF HONDA ACTIVA AMONG
CUSTOMERS IN CHANGANACHERRY TALUK” submitted in partial
fulfilment for the Degree of Bachelor of Commerce in Mahatma Gandhi
University, is a record of bonafide research work carried out by us under the
guidance of MR. SOJAN KURIAN M.COM, MBA Lecturer, Department of
Commerce, St. Berchmans College Changanacherry and no part of it has been
submitted for any other degree or diploma.
Jinson George
Job J Palakunnel
Jobin K M
Changanacherry
28-03-2012
ACKNOWLEDGEMENT
We would like to express our profound gratitude to our research guide,
Mr.SojanKurianof the Department of Commerce, St. Berchmans College,
Changanacherry for his valuable guidance and encouragement in completing
this work.
We wish to thank the principal of this college, Rev Dr.TomyPadinjareveettil
for giving us an opportunity to take up this study.
We would also like to thank Prof. M C Baby, Head of the Department of
Commerce and other members of the faculty of Commerce for their support
and encouragement in completing this work.
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
Chapter Title Page No:
I
II
III
IV
V
Introduction
Theoretical Review
Company Profile
Data Analysis and Interpretations
Findings and Suggestions
Bibliography
Appendix
1-5
6-15
16-20
21-42
43-45
LIST OF TABLES AND CHARTS
LIST OF TABLES
TableNo: Title
PageNo:
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 Honda Activa
39
XIX Satisfaction level of cost and availability of spares of Honda Activa
40
XX Overall satisfaction with regard to the use of Honda Activa
41
LIST OF CHARTS
ChartNo: Title
PageNo:
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
XI Ratings for Mileage 33
XII Ratings for Engine performance 34
XIII Ratings for Speed 35
XIV Ratings for Braking 36
XV Ratings for Pick-up 37
XVI Ratings for Re-sale value 38
XVII Service regularity 39
XVIII Satisfaction level of after sales service of Honda Activa
40
XIX Satisfaction level of cost and availability of spares of Honda Activa
41
XX Overall satisfaction with regard to the use of Honda Activa
42
CHAPTER I
INTRODUCTION
1
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 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
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 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
administered policies of liberalization, foreign collaboration coupled with Indian
market potential, attracted world major companies like, Honda, Yamaha, Suzuki,etc.
STATEMENT OF THE PROBLEM
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
been conducted to find out customer satisfaction towards Honda Activa
OBJECTIVES OF STUDY
The main objectives of the study are:
1.To find customer satisfaction level towards Honda Activa
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
due to the following reasons: -
1.To measure the level of customers satisfaction towards Honda Activa.
2.To know the customer preferences towards Activa.
3.To know the customers opinion towards existing after sales service provided by the
company.
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.
PERIOD OF STUDY
The period of study of this dissertation is January to February 2012
4
METHODOLOGY
Sample Procedure
Empirical field studies require collection of first-hand information on data pertaining
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
research. Secondary data is also used. The questionnaires were supplied to 30
respondents in Changanacherry Taluk.
LIMITATION OF THE STUDY
1. The study could not be conducted on a large sample size and area because of time
constraints. A sincere attempt has been made to collect information.
2. The number of sample size is 30 respondents.
3. The study is confined only to Changanacherry Taluk.
5
Chapter II
THEORETICAL REVIEW
6
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. 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.
7
CUSTOMER SATISFACTION
Customer satisfaction suffices the customer. Customer visualizes, perceives
and will have some expectations before making any purchase. If the product meets
customer’s 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
consumer’s estimation of product’s over all capacity to satisfy his needs. Customer
satisfaction is a function of perceived performances and expectations.
Dissonance – reducing buying behaviour
The customer might experience post purchase dissonance by noticing
disquieting features of product or by hearing favourable 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 customer’s satisfaction is a
function of closeness between the buyer’s product expectation (E) and products
perceived performance (P)
8
POST PURCHASE ACTIONS
There is high probability of purchasing the product if the customer is satisfied.
Marketers should take keen interest in handling customer’s dissatisfaction. Marketer’s
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
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
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
and marketing tool for a company.
TOOLS FOR TRACKING AND MEASURING CUSTOMER
SATISFACTION
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:
9
1. Complaint & suggestions system
2. Customer panel
3. Customer surveys
4. Ghost shopping
5. Lost customer analysis
1.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
10
2.CUSTOMER PANELS
Companies should run panels of customers who have to be communicated
periodically. Panels should be representatives of the range of customer attitudes.
Panels would reveal kinds of people who responded to promotion.
3.CUSTOMER SURVEYS
It is conducted to learn how product has affected brand choice behaviour, what
they thought of it and it is direct measure to track satisfied customers. Companies
periodically send questionnaires or make telephonic calls to a random sample to
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 willingness to recommend
the product to others are also judged.
4.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’s and
competitor’s product. The ghost shoppers even pose certain problems to test whether
the company’s sales personal handle the situation well.
11
5.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
CUTOMERS WILL BE SATISFIED BY CONTINUOUS
IMPROVEMENT PROCESS AND MAINTAINING TOTAL
QUALITY
Customers are judged of quality. Therefore, highest quality of products should be
company’s objective. Maintaining ‘zero defects’ or 100% quality. Thus improving
quality, in turn quality increases costeffectiveness.
Proven method and procedures should be adopted and applied consistently.
Quality derivativeness should be compulsory, satisfying customer’s 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.
12
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.
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
of wheel revolutionized the concept of transportation. Initially human beings and
animals were used for drawing carts but quest for faster and delivering 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 fuel efficient light weight vehicle was felt.
Thus resulted in the invention of Europe, a car on two wheels.
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 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
13
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
Activa was launched. The two wheeler age revolutionized Indian automobile market.
The customer’s attitudes too changed with preference for looks, low cost,
maintenance, fuel efficiency. Power of engine, availability of spare parts, comfortable
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
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
14
– Economical cost
INDUSTRY PROFILE
The Indian two wheelers industries can be broadly classified as scooters,
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
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.
15
CHAPTER III
COMPANY PROFILE
16
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 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
expectations of Indian customers with outstanding after sales support.
ORIGIN OF THE ORGANIZATION
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
lifestyles, wants and needs of the consumers.
17
The Honda Activa 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 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.
As responsible members of society and industry, Honda Motorcycle and
Scooters India Pvt. Ltd. manufacturer of two wheelers, recognize that wellbeing 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.
HMSI tries continually to 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 Execution Management System
18
PRODUCT PROFILE
HONDA ACTIVA
Technical Specifications
Engine:
Engine 4-stroke, single cylinder, air cooled, OHC
Displacement 109ccMaximum Power 8 bhp @ 7500 rpmMaximum Torque 0.9 Kg-m @5500 rpmTransmission V-maticIgnition Self & Kick
Electricals:
Battery 12V, 5AhHeadlamp 35/35W Halogen
Chassis:
Frame High Rigidity Underbone TypeDimension(l x b x h) 1761 x 710 x 1147mmWheel Base 1238mmSeat Height 765mmGround Clearance 145mm
Suspension:
Front Bottom link with Spring loaded Hydraulic Damper
Rear Unit Swing with Spring loaded Hydraulic Damper
Tyre Size:
Front 90/100-10 53 JRear 90/100-10 53 J
Brakes:
19
Front Drum, 130mm Diameter (with CBS)Rear Drum, 130mm Diameter (with CBS)
Fuel Tank Capacity:
Fuel Tank Capacity 5.3 Litres
Underseat Storage 18 Litres
Colours:
➢Strand silver metallic
➢Black
➢Laser red
➢Precious gold metallic
➢Azure blue metallic
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
lowering air resistance.
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
easier and faster.
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
DATA ANALYSIS AND
INTERPRETATIONS
21
Analysis and Interpretation of Data
1. Gender
Table I
Table showing Gender
Gender Number of
respondents
Percentage of
respondents
Male
Female
20
10
66.67%
33.33%
Total 30 100%
Chart I
Chart showing Gender
22
MaleFemale
Among the respondents,20 were male and 10 were female. Out of 30 respondents,
66.67% were male and 33.33% were female.
2. Age
Table II
Table showing age
Age Number Percentage
18-25 4 13.33%
25-35 6 20%
35-45 8 26.67%
45 and above 12 40%
Total 30 100%
Chart II
Chart II showing age
23
18-2525-3535-4545 and above
The above table shows that 40% of respondents belong the age group 45 and above.
The number of respondents in the age group 35 to 45 is 8 and the percentage is
26.67%.6 respondents were in the age group 25 to 35 and their percentage is
20%.Only 4 out of 30 were in the age group of 18 to 25 and their percentage is
13.33%.
3. Occupation
Table III
Table showing the occupation
Occupation Number Percentage
Employee 10 33.33%
Profession 2 6.67%
Business 8 26.67
Student 4 13.33%
Others 6 20%
Total 30 100%
24
Chart III
Chart showing Occupation
EmployeeProfessionBusinessStudentOthers
The table above shows that 33.33% of the respondents are employees.8 out of 30
respondents are having business as their occupation. 13.33% of respondents are
students and 6.67% of the respondents are having their occupation as profession. 20%
of respondents have other occupations.
4. Income
Table IV
Table showing annual income
Annual Income Number Percentage
Up to Rs.200000 8 26.67%
Rs.200000 to Rs. 300000 12 40%
Rs.300000 to Rs.400000 5 16.67%
Rs.400000 to Rs.500000 3 10%
25
Rs.500000 and above 2 6.67%
Total 30 100%
Chart IV
Chart showing annual income
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
income between Rs.200000 and Rs.300000. There is 16.67% ofrespondents who
belong to income group Rs.300000 to Rs.400000. 10 % of respondents have income
between Rs.400000 and Rs.500000.The percentage of respondents having income
Rs.500000 and above is 6.67%.
5. Source of information about Honda Activa
Table V
Table showing the source of information about Honda Activa
Source of information Number Percentage
26
Up to Rs.200000
Rs.200000 to Rs.300000
Rs.300000 to Rs.400000
Rs.400000 to Rs.500000
Rs.500000 and above
0 2 4 6 8 10 12
Annual Income
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
Chart showing source of information
The above table shows that newspaper influenced 36.67% to buy Honda Activa. 20%
of people are influenced by television to buy Honda Activa. Magazines influenced
16.67% of people to buy Honda Activa. Show-room displays and Exhibitions
27
NewspaperTelevisionMagazinesShow-room displayExhibitionFriends
influenced 6.67% of people to buy Honda Activa and Friends influenced 13.33% of
people to buy Honda Activa.
6. Place of service
Table VI
Table showing preferred service centres
Place of service Number Percentage
Authorised selling centre 20 66.67%
Other authorised centre 6 20%
Private centre 4 13.33%
Total 30 100%
Chart VI
Chart showing preferred service centres
Authorised selling centre
Other authorised centre
Private centre0
5
10
15
20
25
Preferred Service Centre
The above table shows that 20 out of 30 respondents that is 66.67% of respondents
goes to an authorised selling centre to service their Honda Activa.20% of the
28
respondents goes to other authorised centres for service.13.33% of respondents that is
4 out of 30 respondents go to private centres.
7. Ratings for Ride, Handling
Table VII
Table showing ratings for ride, handling
Ratings Number Percentage
Excellent 5 16.67%
Good 15 50%
Average 6 20%
Poor 4 13.33%
Total 30 100%
Chart VII
Chart showing ratings for ride, handling
ExcellentGoodAveragePoor
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
average.13.33% of respondents rated it as poor.
8. Ratings for Comfort
Table VIII
Table showing ratings for Comfort
Ratings Number Percentage
Excellent 3 10%
Good 20 66.67%
Average 4 6.67
Poor 1 3.33%
Total 30 100%
Chart VIII
Chart showing ratings for Comfort
Excellent Good Average Poor0
5
10
15
20
25
Ratings for Comfort
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.
Only one respondent out of thirty finds it as poor.
9. Ratings for Road grip
Table IX
Table showing ratings for Road grip
Ratings Number Percentage
Excellent 1 3.33%
Good 12 40%
Average 13 43.33%
Poor 4 13.33%
Total 30 100%
Chart IX
Chart showing ratings for Road grip
ExcellentGoodAveragePoor
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.
Only one respondent thinks it is excellent.
10. Ratings for Mileage
Table X
Table showing ratings for Mileage
Ratings Number Percentage
Excellent 8 26.67%
Good 15 50%
Average 5 16.67%
Poor 2 6.67%
Total 30 100%
Chart X
Chart showing ratings for Mileage
Excellent Good Average Poor0
2
4
6
8
10
12
14
16
Ratings forMileage
32
The above table shows that 53.33% of respondents find the mileage of Honda Activa
is average and 20% of respondents think it is poor. However 26.67% of respondents
find it good.
11. Ratings for Design
Table XI
Table showing ratings for Design
Ratings Number Percentage
Excellent 12 40%
Good 8 26.67%
Average 7 23.33%
Poor 3 10%
Total 30 100%
Chart XI
Chart showing ratings for Design
Excellent
Good
Average
Poor
0 2 4 6 8 10 12 14
Ratings for Design
33
The above table shows that 40% of respondents find the design of Honda Activa
excellent.26.67% respondents find it good and 23.33% of people find it average.10%
of people find it poor.
12. Ratings for Engine performance
Table XII
Table showing ratings for engine performance
Ratings Number Percentage
Excellent 13 43.33%
Good 8 26.67%
Average 6 20%
Poor 3 10%
Total 30 100%
Chart XII
Chart showing ratings for Engine performance
ExcellentGoodAveragePoor
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
average. 10% find it poor.
13. Ratings for Speed
Table XIII
Table showing ratings for Speed
Ratings Number Percentage
Excellent 6 20%
Good 17 56.67%
Average 6 20%
Poor 1 3.33%
Total 30 100%
Chart XIII
Chart showing ratings for Speed
Excellent Good Average Poor0
2
4
6
8
10
12
14
16
18
Ratings for Speed
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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
respondent finds it poor.
14. Ratings for Braking
Table XIV
Table showing ratings for Braking
Ratings Number Percentage
Excellent 3 10%
Good 16 53.33%
Average 8 26.67%
Poor 3 10%
Total 30 100%
Chart XIV
Chart showing ratings for Braking
ExcellentGoodAveragePoor
36
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
the respondents think it is poor.
15. Ratings for Pick-up
Table XV
Table showing ratings for pick-up
Ratings Number Percentage
Excellent 10 33.33%
Good 16 53.33%
Average 3 10%
Poor 1 3.33%
Total 30 100%
Chart XV
Chart showing ratings for pick-up
Excellent Good Average Poor0
2
4
6
8
10
12
14
16
Ratings for Pick-up
37
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
find it average and only one respondent finds it poor.
16. Ratings for Re-sale value
Table XVI
Table showing ratings for Re-sale value
Ratings Number Percentage
Excellent 3 10%
Good 14 46.67%
Average 10 33.33%
Poor 3 10%
Total 30 100%
Chart XVI
Chart showing ratings for Re-sale value
ExcellentGoodAveragePoor
38
The study shows that 46.67% people find the re-sale value of Honda Activa good and
33.33% of the respondents find it average.10% of respondents find it excellent and 3
respondents out of 30 find it poor.
17. Service regularity
Table XVII
Table showing Service regularity
Regularity Number Percentage
Regular 17 56.67%
Irregular 13 43.33%
Total 30 100%
Chart XVII
Chart showing Service regularity
Regular Irregular0
2
4
6
8
10
12
14
16
18
Service regularity
39
The study shows that 56.67% of the respondents service their Honda Activa regularly
and 43.33% of respondents do the service irregularly.
18. Satisfaction level of after sales service of Honda Activa
Table XVIII
Table showing satisfaction level of after sale services of Honda Activa
Satisfaction level Number Percentage
Satisfied 16 53.33%
Dissatisfied 14 46.67%
Total 30 100%
Chart XVIII
Chart showing satisfaction level of after sale services of Honda Activa
SatisfiedDissatisfied
40
The above table shows that 53.33% of the respondents are satisfied in the after sales
service of Honda Activa and 46.67% of the respondents are dissatisfied.
19. Satisfaction level of cost and availability of Honda Activa
Table XIX
Table showing satisfaction level of cost and availability of spares of
Honda Activa
Satisfaction level Number Percentage
Satisfied 18 60%
Dissatisfied 12 40%
Total 30 100%
Chart XIX
Chart showing satisfaction level of cost and availability of spares of
Honda Activa
Satisfied Dissatisfied0
2
4
6
8
10
12
14
16
18
Satisfaction level of cost and availabilty of spares of Honda Activa
41
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.
20. Overall satisfaction with regard to the use of Honda Activa
Table XX
Table showing overall satisfaction with regard to use of Honda Activa
Satisfaction level Number Percentage
Excellent 5 16.67%
Good 14 46.67%
Satisfactory 10 33.33%
Not satisfactory 1 3.33%
Total 30 100%
Chart XX
Chart showing overall satisfaction
ExcellentGoodSatisfactoryNot 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
42
of Honda Activa is good. 10 respondents find it satisfactory and one person finds it not
satisfactory.
CHAPTER V
43
FINDINGS AND SUGGESTIONS
Findings of the study
The study was undertaken to know the customer satisfaction of Honda Activa among
customers in Changanacherry taluk. For this purpose, Questionnaire was used as
instrument for collecting the data from the respondents. The data collected was
analysed. The following are the findings of the study:
1. Among the respondents, 66.67% were male and 33.37% were female.
44
2. Among 30 respondents, 33.37% are employed, 6.67% were professionals, 26.67%
were business men and 13.33% were students and 20% had other occupations. All the
respondents bought Honda Activa for convenience.
3. The media through which the respondents came to know about Honda Activa
werenewspaper, television, magazines, show-room display, exhibitions and friends.
4. The majority of the respondents are satisfied with Honda Activa.
5. It was clear in the study that those respondents who are dissatisfied serviced their
Honda Activa irregularly and in private centres.
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
as excellent, 46.67% respondents rated it good, 33.33% rated it as satisfactory and
3.33% rated it as not-satisfactory.
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.
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
another two wheeler.
Suggestions
45
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
suggestions where the company should make improvements:
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
also should be increased.
3. The company should manage the service demand without causing inconvenience to
the consumers.
4. As Honda Activa is a popular model, the company should make research so as to
offer more efficient vehicle in terms of mileage and utility.
46