Documente Academic
Documente Profesional
Documente Cultură
A Project Submitted To
By
Guna Esakkiappan
Professor Gauri
March 2019
DECLARATION BY STUDENT
I, the undersigned mr. Guna esakkiappan hereby declare that the work embodid in this projecr work titled " a
study on consumers perception toward honda two wheeler" carried out under the guidance of
prof gauri mam is a result of my reseach work and has not been previously submitted to anty
other university for any other degree / diploma to this or any oter university
Whenevr refernec has been made to previous works of others , it has bee clerly indicated as such
and included in the bibiliography
I, hereby futher declare that all information of this document has been optained and presented in
accordanc ewith academic rules and ethuical conduct .
Cerfited By
To list who have helped me is difficult because they are so numerous and the depth is so
enormous.
I would like to acknowledge the following as being idealistic channel and fresh dimensions in
the competition of this project.
I take this opportunity to thank the University of Mumbai for giving me chance to do this project.
I would like to thank my Principal, DR. M.S. MADHUSUDHAN RAJE for providing the
necessary facilities required for completion of this project.
I take this opportunity to thank our Coordinator MS.SHRUTI SHOUCHE, for her moral
support and guidance.
I would like to thank my College Library, for having provided various reference books and
magazines related to my project.
Lastly, I would like to thank each and every person who directly or indirectly helped me in the
completion of the project especially my Parents & Peers who supported me throughout my
project.
INDEX
2 Customer Satisfaction
4 Analysis of Study
The two wheeler industry has been expanding rapidly. Gone are the days when
processing a twowheeler was seen as a luxury. Now a day it is viewed as a
mere necessity. Prior, sale of twowheelers was mainly confined to urban
areas but lately in rural areas the bicycles are beingreplaced by power
driven two wheelers such as scooters and motorcycles. Not only this,
theindustry has also customers ranging from all demographic segments. It
has been common thateven school going children are driving two wheelers. The
women customers are also increasingdue to increase in women literacy and
employment.If getting a new customer is difficult, then retaining a current
customer is more difficult one andnot only that it is estimated that the cost of
attracting a new customer is five times retaining thecurrent customer. It
requires a great deal of effort to induce satisfied customer to switch
awayf r o m thei r cu rre nt p re fe ren ce. Thus custo me r a ttitude is b een
giv en top p rior ity i n toda y’s competitive world.
Honda Motor Company, Ltd.
Japanese public multinational conglomerate corporation primarily known as
a manufacturer of automobiles, aircraft, motorcycles, and power
equipment.
Honda has been the world's largest motorcycle manufacturer since 1959,
as well as the world's largest manufacturer of internal combustion
engines measured by volume, producing more than 14 million internal
combustion engines each year. Honda became the second-largest
Japanese automobile manufacturer in 2001. Honda was the eighth largest
automobile manufacturer in the world in 2015.
Tōkai Seiki was placed under control of the Ministry of Commerce and
Industry (called the Ministry of Munitions after 1943) at the start of World
War II, and Soichiro Honda was demoted from president to senior
managing director after Toyota took a 40% stake in the company. Honda
also aided the war effort by assisting other companies in automating the
production of military aircraft propellers. The relationships Honda cultivated
with personnel at Toyota, Nakajima Aircraft Company and the Imperial
Japanese Navy would be instrumental in the postwar period.] A US B-
29 bomber attack destroyed Tōkai Seiki's Yamashita plant in 1944, and the
Itawa plant collapsed in 13 January 1945 Mikawa earthquake. Soichiro
Honda sold the salvageable remains of the company to Toyota after the
war for ¥450,000, and used the proceeds to found the Honda Technical
Research Institute in October 1946.
With a staff of 12 men working in a 16 m2 (170 sq ft) shack, they built and
sold improvised motorized bicycles, using a supply of 500 two-
stroke 50 cc Tohatsu war surplus radio generator engines. When the
engines ran out, Honda began building their own copy of the Tohatsu
engine, and supplying these to customers to attach to their bicycles. This
was the Honda A-Type, nicknamed the Bata Bata for the sound the engine
made. In 1949, the Honda Technical Research Institute was liquidated
for ¥1,000,000, or about US$5,000 today; these funds were used to
incorporate Honda Motor Co., Ltd. At about the same time Honda hired
engineer Kihachiro Kawashima, and Takeo Fujisawa who provided
indispensable business and marketing expertise to complement Soichiro
Honda's technical bent. The close partnership between Soichiro Honda and
Fujisawa lasted until they stepped down together in October 1973.
The first complete motorcycle, with both the frame and engine made by
Honda, was the 1949 D-Type, the first Honda to go by the name
Dream. Honda Motor Company grew in a short time to become the world's
largest manufacturer of motorcycles by 1964.
The first production automobile from Honda was the T360 mini pick-up
truck, which went on sale in August 1963. Powered by a small 356-cc
straight-4 gasoline engine, it was classified under the cheaper Kei car tax
bracket. The first production car from Honda was the S500 sports car,
which followed the T360 into production in October 1963. Its chain-driven
rear wheels pointed to Honda's motorcycle origins.
Over the next few decades, Honda worked to expand its product line and
expanded operations and exports to numerous countries around the world.
In 1986, Honda introduced the successful Acura brand to the American
market in an attempt to gain ground in the luxury vehicle market. The year
1991 saw the introduction of the Honda NSX supercar, the first all-
aluminum monocoque vehicle that incorporated a mid-engine V6 with
variable-valve timing.
Following the death of Soichiro Honda and the departure of Irimajiri, Honda
found itself quickly being outpaced in product development by other
Japanese automakers and was caught off-guard by the truck and sport
utility vehicle boom of the 1990s, all which took a toll on the profitability of
the company. Japanese media reported in 1992 and 1993 that Honda was
at serious risk of an unwanted and hostile takeover by Mitsubishi Motors,
which at the time was a larger automaker by volume and was flush with
profits from its successful Pajero and Diamante models.
The company has assembly plants around the globe. These plants are
located in China, the United States, Pakistan, Canada, England, Japan,
Belgium, Brazil, México, New Zealand, Malaysia, Indonesia, India,
Philippines, Thailand, Vietnam, Turkey, Taiwan, Perú and Argentina. As of
July 2010, 89 percent of Honda and Acura vehicles sold in the United
States were built in North American plants, up from 82.2 percent a year
earlier. This shields profits from the yen's advance to a 15-year high
against the dollar
Japan 1,681,190
Europe 1,236,757
Asia 1,283,154
Others 905,163
For the fiscal year 2018, Honda reported earnings of US$9.534 billion, with an
annual revenue of US$138.250 billion, an increase of 6.2% over the previous
fiscal cycle. Honda's shares traded at over $32 per share, and its market
capitalization was valued at US$50.4 billion in October 2018.
Products Of Honda
Honda is the largest motorcycle manufacturer in Japan and has been since it
started production in 1955. At its peak in 1982, Honda manufactured almost
three million motorcycles annually. By 2006 this figure had reduced to around
550,000 but was still higher than its three domestic competitors.
In 2017, India became the largest motorcycle market of Honda. In India, Honda is
leading in the scooters segment, with 59 percent market share.
During the 1960s, when it was a small manufacturer, Honda broke out of the
Japanese motorcycle market and began exporting to the U.S. Working with the
advertising agency Grey Advertising, Honda created an innovative marketing
campaign, using the slogan "You meet the nicest people on a Honda." In contrast
to the prevailing negative stereotypes of motorcyclists in America as tough,
antisocial rebels, this campaign suggested that Honda motorcycles were made
for the everyman. The campaign was hugely successful; the ads ran for three
years, and by the end of 1963 alone, Honda had sold 90,000 motorcycles.
The first of these explanations was put forward when, in 1975, Boston Consulting
Group (BCG) was commissioned by the UK government to write a report
explaining why and how the British motorcycle industry had been out-competed
by its Japanese competitors. The report concluded that the Japanese firms,
including Honda, had sought a very high scale of production (they had made a
large number of motorbikes) in order to benefit from economies of
scale and learning curve effects. It blamed the decline of the British motorcycle
industry on the failure of British managers to invest enough in their businesses to
profit from economies of scale and scope.
The second explanation was offered in 1984 by Richard Pascale, who had
interviewed the Honda executives responsible for the firm's entry into the U.S.
market. As opposed to the tightly focused strategy of low cost and high scale that
BCG accredited to Honda, Pascale found that their entry into the U.S. market
was a story of "miscalculation, serendipity, and organizational learning" – in other
words, Honda's success was due to the adaptability and hard work of its staff,
rather than any long term strategy. For example, Honda's initial plan on entering
the US was to compete in large motorcycles, around 300 cc. Honda's
motorcycles in this class suffered performance and reliability problems when
ridden the relatively long distances of the US highways. When the team found
that the scooters they were using to get themselves around their U.S. base
of San Francisco attracted positive interest from consumers that they fell back on
selling the Super Cubinstead.
The most recent school of thought on Honda's strategy was put forward by Gary
Hamel and C. K. Prahalad in 1989. Creating the concept of core
competencies with Honda as an example, they argued that Honda's success was
due to its focus on leadership in the technology of internal combustion engines.
For example, the high power-to-weight ratio engines Honda produced for its
racing bikes provided technology and expertise which was transferable into
mopeds. Honda's entry into the U.S. motorcycle market during the 1960s is used
as a case study for teaching introductory strategy at business schools worldwide.
Power equipment
Engine
Tiller
Lawn mower
Robotic lawn mower
Riding mower
Trimmer
Mower
Blower
Sprayer
Hedge trimmer
Snowthrower
Generator, welding power supply
Pumps
Outboard engine
Inflatable boat
Electric 4-wheel Scooter
Compact Household Cogeneration Unit
Engines
Honda engines powered the entire 33-car starting field of the 2010 Indianapolis
500] and for the fifth consecutive race, there were no engine-related retirements
during the running of the Memorial Day Classic.
In the 1980s Honda developed the GY6 engine for use in motor scooters.
Although no longer manufactured by Honda it is still commonly used in many
Chinese, Korean and Taiwanese light vehicles.
Honda, despite being known as an engine company, has never built a V8 for
passenger vehicles. In the late 1990s, the company resisted considerable
pressure from its American dealers for a V8 engine (which would have seen use
in top-of-the-line Honda SUVs and Acuras), with American Honda reportedly
sending one dealer a shipment of V8 beverages to silence them. Honda
considered starting V8 production in the mid-2000s for larger Acura sedans, a
new version of the high end NSX sports car (which previously used DOHC V6
engines with VTEC to achieve its high power output) and possible future
ventures into the American full-size truck and SUV segment for both the Acura
and Honda brands, but this was cancelled in late 2008, with Honda citing
environmental and worldwide economic conditions as reasons for the termination
of this project.
Mountain bikes
See also: Honda RN-01 G-cross
Honda has also built a downhill racing bicycle known as the Honda RN-01. It is
not available for sale to the public. The bike has a gearbox, which replaces the
standard derailleurfound on most bikes.
Honda has hired several people to pilot the bike, among them Greg Minnaar. The
team is known as Team G Cross Honda.
WHAT MARKETING SHOULD DO
Companies should establish a separate relationship market to
prepare, implement andmonitor their relationship marketing program.
Company should not rely totally on technical people but employ
relationship managerswho well equipped with marketing Communication
and interpersonal skills.
An integrated marketing system is a pre-
r e q u i s i t e f o r b u i l d i n g r e l a t i o n s h i p w i t h customers.
Companies should continuously search for value building approaches
through a system
of q u a l i t y m a n a g e m e n t r e v i e w p r o c e s s , e t c . , b e c a u s e o n l
y b y e x c e e d i n g c u s t o m e r expectations, marketers can build a
value laden relationship with customers.
As said before to satisfy a customer and to retain customer
relationship marketing isimportant.
Methods of Tracking and Measuring Customer Satisfaction
The various methods generally adopted to track customer satisfaction
are :a ) C o m p l a i n t & S u g g e s t i o n s y s t e m b)Customer
satisfaction
surveyc ) G h o s t S h o p p i n g d ) L o s t C u s t o m
e r a n a l y s i s
a)Complaint & Suggestion system
A Customer’ centered organization would make it easy for its Customers to deliver
suggestionand complaints. Some customer centered companies – P & G,
General Electric, Whirlpoolestablished “Customer hot lines” with toll free 800
telephone numbers to maximize the ease with10
d).
Lost Customer Analysis
Companies should contact who stopped buying or who have switch
to another supplier to learnwhy this happened. When IBM loses a customer,
they amount through effort or learn where theyfailed is their price too high, their
service deficient their products unreliable and so on. Not onlyit is important to
conduct exit interviews but also to monitor the customer loss rate, which if
itsincreasing clearly indicated that the company is failing to satisfy customers.
Some cautions in Measuring Customers Satisfaction
Wh en custo me rs r at e th eir s atis fa ction with an ele men t o f the co m
pan y’s pe rfo r ma nc e sa ydelivery, we need to recognize that customers
will vary in how they define food delivery ; it could mean early delivery
on time ; delivery order completeness, and so on. Yet if the companyhad to sell out
every element in detail customers would face huge questionnaire.Companies
should also note that managers and sales persons could manipulate their
ratings oncustomer satisfaction. They can be especially nice to customers
just before the survey. They canalso try excluding unhappy customer form being
included in the survey.Some customers may want to express high dissatisfaction in
order to receive more concession.
E. Lost Customer Analysis
.
Companies should contact who stopped buying or who have switch to
other supplier to learnwhy this happened. When IBM loses a customer, they
amount through effort or learn where theyfailed is their price too high, their service
deficient their products unreliable and so on. Not onlyit is important to conduct
exit interviews but also to monitor the customer loss rate, which if itsincreasing
clearly indicated that the company is failing to satisfy customer.
Some caution in Measuring Customers Satisfaction
Wh en custo me rs r at e th eir s atis fa ction with an ele men t o f the co m
pan y’s pe rfo r ma nc e sa ydelivery, we need to recognize that customers
will vary in how they define food delivery; it could mean early delivery on
time; delivery order completeness and so on. Yet if the companyhad to sell out
very element in detail customers would face huge questionnaire.12
Companies should also note that managers and sales persons could
manipulate their ratings oncustomer satisfaction. They can be especially nice
to customers just before the survey. They canalso try excluding unhappy
customers from being included in the survey. Some customers maywant to express
high dissatisfaction in order to receive more concession.
Observation on customer satisfaction
1.Customer satisfaction will be lower in industr
i e s w h e r e t h e i n d u s t r y o f f e r s a homogenous product to a
heterogenous market. On the other hand. Industries thatsupply a high
quality homogenous product to homogenous market will register
highsatisfaction.2 . C u s t o m e r s a t i s f a c t i o n i s l o w e r a n i n d u s t r i e s
w h e r e r e p e a l b u y e r f a c e s h i g h s w i t c h i n g costs. They have to but from
the supplier even through their satisfaction is low.3 . I n d u s t r i e s w h i c h
depend upon repeat business generally, create a higher
l e v e l o f customer satisfaction.4 . A s t h e c o m p a n y i n c r e a s e i t s
market share customer satisfaction call fa ll. This
i s because more customers with heterogeneous demands are drawn
into buying a fairlyhomogenous product.
Honda is a major player in Two wheeler market. In India almost every second
motor cycle soldis from Honda. It is has many award to its creditHow strong the
brand may be, every organization has to strive to improve customer
satisfaction.With increasing competition and customer expectations,
Customer Satisfaction is the key tosuccess of any organization.Dealers play a
very important role in the marketing of any product. Their role is vital mainly
inthe case of consumer durables in general and automobiles in
particular. Unlike majority of consumer durables, automobiles need
periodic maintenance. Two wheelers have a peculiar feature as they are used
by common man who hardly has anyknowledge of the functioning or repairing of
the vehicle, dealers’ role is very important. Dealerscan enhance or tarnish the
image of the company and the product how ever good it may be.The strength of
Honda motors is its channel partners, and service availability every where.The
findings of the study are summarized below:
Honda two wheeler customers are middle class and upper middle class.
Customers normally prefer local dealers and service dealers for buying a
vehicle.
customers for service and are not loyal to them for after free services are
over
SUGGESTIONS
Regular availability of all models should be ensured. Efforts have to be taken
toensure no stock outs for Activa, Unicorn and Shine. Dealer has to put efforts to
improve qualityof after sales service as majority opined that they would not prefer
the dealer after free services.Dealer and Company should ensure availability of
flagship brand Activa. Due to non availability,majority of the prospective
customers are shifting to other company brands.Customers are suspecting the
dealers role in sticking to booking schedule. Efforts to be taken toensure
transparency in booking. Customer feedback system after sale and service would
improvethe image of the dealer. Dealer has to tie up with banks to provide finance
at competitive interestrates. Dealer has to be aggressive in marketing the vehicles
as they face a very toughcompetition from local Honda Dealer i.e., Jupiter
HondaDealer as well as the company has to put all efforts to enhance the image of
the brand as well as the dealership.
The Honda Civic GX was for a long time the only purpose-built natural gas
vehicle (NGV) commercially available in some parts of the U.S. The Honda
Civic GX first appeared in 1998 as a factory-modified Civic LX that had
been designed to run exclusively on compressed natural gas. The car looks
and drives just like a contemporary Honda Civic LX, but does not run on
gasoline. In 2001, the Civic GX was rated the cleanest-burning internal
combustion engine in the world by the U.S. Environmental Protection
Agency (EPA).
First leased to the City of Los Angeles, in 2005, Honda started offering the
GX directly to the public through factory trained dealers certified to service
the GX. Before that, only fleets were eligible to purchase a new Civic GX.
In 2006, the Civic GX was released in New York, making it the second
state where the consumer is able to buy the car.
During the last two months of 2006, both flex-fuel models sold 2,427 cars
against 8,546 gasoline-powered automobiles, jumping to 41,990 flex-fuel
cars in 2007, and reaching 93,361 in 2008. Due to the success of the flex
versions, by early 2009 a hundred percent of Honda's automobile
production for the Brazilian market is now flexible-fuel, and only a small
percentage of gasoline version is produced in Brazil for exports.
In March 2009, Honda launched in the Brazilian market the first flex-fuel
motorcycle in the world. Produced by its Brazilian subsidiary Moto Honda
da Amazônia, the CG 150 Titan Mix is sold for around US$2,700.
Hybrid electric
In late 1999, Honda launched the first commercial hybrid electric car sold in
the U.S. market, the Honda Insight, just one month before the introduction
of the Toyota Prius, and initially sold for US$20,000. The first-generation
Insight was produced from 2000 to 2006 and had a fuel economy of 70
miles per US gallon (3.4 L/100 km; 84 mpg-imp) for the EPA's highway
rating, the most fuel-efficient mass-produced car at the time. Total global
sales for the Insight amounted to only around 18,000 vehicles.] Cumulative
global sales reached 100,000 hybrids in 2005 and 200,000 in 2007.
Since 2002, Honda has also been selling the Honda Civic Hybrid (2003
model) in the U.S. market.[83] It was followed by the Honda Accord Hybrid,
offered in model years 2005 through 2007. Sales of the Honda CR-Z began
in Japan in February 2010, becoming Honda's third hybrid electric car in
the market. As of February 2011, Honda was producing around 200,000
hybrids a year in Japan.
Sales of the Fit Hybrid began in Japan in October 2010, at the time, the
lowest price for a gasoline-hybrid electric vehicle sold in the country. The
European version, called Honda Jazz Hybrid, was released in early
2011. During 2011 Honda launched three hybrid models available only in
Japan, the Fit Shuttle Hybrid, Freed Hybrid and Freed Spike Hybrid.
Honda's cumulative global hybrid sales passed the 1 million unit milestone
at the end of September 2012, 12 years and 11 months after sales of the
first generation Insight began in Japan November 1999. A total of 187,851
hybrids were sold worldwide in 2013, and 158,696 hybrids during the first
six months of 2014. As of June 2014, Honda has sold more than
1.35 million hybrids worldwide.
Hydrogen fuel cell
The vehicle itself does not emit any pollutants and its only by products are
heat and water. The FCX Clarity also has an advantage over gas-electric
hybrids in that it does not use an internal combustion engine to propel itself.
Like a gas-electric hybrid, it uses a lithium ion battery to assist the fuel cell
during acceleration and capture energy through regenerative braking, thus
improving fuel efficiency. The lack of hydrogen filling stations throughout
developed countries will keep production volumes low. Honda will release
the vehicle in groups of 150. California is the only U.S. market with
infrastructure for fueling such a vehicle, though the number of stations is
still limited. Building more stations is expensive, as the California Air
Resources Board (CARB) granted $6.8 million for four H2 fueling stations,
costing $1.7 million USD each.
Honda views hydrogen fuel cell vehicles as the long term replacement of
piston cars, not battery cars.
Plug-in electric vehicles
The all-electric Honda Fit EV was introduced in 2012 and has a range of
82 mi (132 km).[100] The all-electric car was launched in the U.S. to retail
customers in July 2012 with initial availability limited to California and
Oregon. Production is limited to only 1,100 units over the first three years.
A total of 1,007 units have been leased in the U.S. through September
2014. The Fit EV was released in Japan through leasing to local
government and corporate customers in August 2012. Availability in the
Japanese market is limited to 200 units during its first two years. In July
2014 Honda announced the end of production of the Fit EV for the 2015
model.
The Honda Accord Plug-in Hybrid was introduced in 2013 and has an all-
electric range of 13 mi (21 km) Sales began in the U.S. in January 2013
and the plug-in hybrid is available only in California and New York. A total
of 835 units have been sold in the U.S. through September 2014. The
Accord PHEV was introduced in Japan in June 2013 and is available only
for leasing, primarily to corporations and government agencies.
International marketing
In 2006, Honda released its Choir advertisement, for the UK and the
internet. This had a 60-person choir who sang the car noises as film of the
Honda Civic are shown.
In the mid to late 2000s in the United States, during model close-out sales
for the current year before the start of the new model year, Honda's
advertising has had an animated character known simply as Mr.
Opportunity, voiced by Rob Paulsen. The casual looking man talked about
various deals offered by Honda and ended with the phrase "I'm Mr.
Opportunity, and I'm knockin'", followed by him "knocking" on the television
screen or "thumping" the speaker at the end of radio ads. In addition,
commercials for Honda's international hatchback, the Jazz, are parodies of
well-known pop culture images such as Tetris and Thomas The Tank
Engine.
In May 2007, focuses on their strengths in racing and the use of the Red H
badge – a symbol of what is termed as "Hondamentalism". The campaign
highlights the lengths that Honda engineers go to in order to get the most
out of an engine, whether it is for bikes, cars, powerboats – even
lawnmowers. Honda released its Hondamentalism campaign. In the TV
spot, Garrison Keillor says, "An engineer once said to build something
great is like swimming in honey", while Honda engineers in white suits walk
and run towards a great light, battling strong winds and flying debris,
holding on to anything that will keep them from being blown away. Finally
one of the engineers walks towards a red light, his hand outstretched. A
web address is shown for the Hondamentalism website. The digital
campaign aims to show how visitors to the site share many of the
Hondamentalist characteristics.
Safety
The Vehicle Stability Assist (VSA) was introduced by Honda to its vehicles
in 1997. The term is Honda's version of Electronic Stability Control
(ESC), an active safety feature developed to
correct oversteer and understeer by using several sensors to detect loss of
steering control and traction while simultaneously braking individual wheels
to help the vehicle regain stability.
How VSA works
VSA combines the Anti-lock Braking System (ABS) and Traction Control
System (TCS) with side-slip control to help stabilize the vehicle whenever it
turns more or less than desired. ABS is an existing system that prevents
the vehicle's wheels from locking up under braking, especially in slippery
road conditions. For the ABS to work, the system relies on the computed
input from a steering angle sensor to monitor the driver's steering direction,
the yaw sensor to detect the momentum of which the wheels are steering
(yaw rate), and a lateral acceleration (g-force) sensor to signal the changes
in speed. At the same time, the TCS will prevent wheel slip during
acceleration while the side-slip control stabilizes cornering when the rear or
front wheels slip sideways (during oversteer and understeer).
provide prompt after sales services .it has opened class of art show rooms
and work shops at allthe places.There is a need to study to efforts put in by the
Company, Dealers and Service network to studythe extent to which
customers are satisfied with the product, service and allied services
etc.Hence it is proposed to study the Customer Satisfaction levels of Honda
Customers with respectto the product performance, after sales service and
other allied services like finance facility,availability of spares and
accessories etc.
HYPOTHESES
brand count
BAJAJ
HONDA
TVS
TABLE: 1.1
The table shows that 18% of the respondents are 18- 20 age group,36.4% of the respondents
belong to 21- 30 age group,24.4% of the respondents are 31 - 40 age group, 15.2% of the respondents are
41- 50 year group and 6% of the respondents are more than 50 years.
TABLE: 1.2
Occupational Status of the Respondents
Self employed 20 8
Private sector 30 12
Government sector 50 20
Professional 70 28
Student 70 28
Agriculture 10 4
TABLE: 1.3
Monthly Income of Respondents
Monthly Income
No. of Respondents Percentage (% )
(in Rs.)
Upto Rs 5000 60 24
5001-10000 70 28
10001-15000 50 20
15001- 20000 40 16
Above 20001 30 12
Table: 1.4
Model of the Honda Two wheeler Possessed by the Respondents
Activa 57 22.8
Dio 45 18
Shine 20 8
CBR 150 15 6
Unicorn 70 28
Others 4 1.6
The table shows that 22.8% of the respondents use the model of Activa, 18% have Dio , 8% of
the respondents possess Shine, 6% use CBR 150, 3.2% have CBR 250, 28% possess the Unicorn, 12.4
have Dream yuga and 1.6% of the respondents have some other models.
TABLE: 1.5
Source of Awareness About the Honda Two Wheeler Among Sample Respondents
News Paper 65 26
Magazines 45 18
Television 40 16
Internet 25 10
Poster 15 6
Other 10 4
The above table clearly shows that among the 250 respondents, 26% is stimulated by new
paper, 20% of them are influenced by friend & relative, 18% is stimulated by magazines, 16% through
television, 10% is influenced by internet and 6% are influenced by poster.
TABLE: 1.6
Needful 45 18
Convenience 50 20
Brand image 70 28
Acceptable cost 40 16
Durable 30 12
Good service 15 6
The table shows that the out of 250 respondents, 28% buy the Honda Two Wheeler due to brand
image, 20% respondents for convenience, 18% respondents acquire to the reason of need ful, 16%
respondents on account of acceptable cost, 12% respondents for durable and remaining 6% respondents
for good service.
TABLE: 1.7
Quality 40 16
Price 55 22
Style 49 19.6
Performance 45 18
Mileage 61 24.4
Colour 30 12
Appearance 25 10
The table shows the reasons of the purchasing decision. 16% of the respondents look for quality,
22% of the respondents are influenced by price, 19.6% of the respondents induce by style, 18% of the
respondents are looking for performance and 24.4% of the respondents prefer due to mileage, 12%
respondents buy due to colour and 10% of the respondents influence by appearance.
TABLE: 1.8
Mileage 50 20
Brake 45 18
Tyre 55 22
Electrical Problems 60 24
Resale Value 10 4
Source:Primary Data
The table shows that out of 250 respondents, 24%face the electrical problems, 22% have the
problem of tyre, 20% of the respondents face the problem of mileage, 18% have the problem of brake ,
8% face the problem of post sales service, and 4% have the problem of resale value.
TABLE: 1.9
Respondents
Particulars Weight Total
Court
Highly satisfied 4 75 292
satisfied 3 117 345
Dissatisfied 2 41 86
Highly Dissatisfied 1 17 17
TOTAL 250 750
Source: Primary Data
The mean value is 3 this shows that the respondents are satisfied with respect to the mileage of Honda
two wheeler.
Weighted Average
No. of Respondents * weight/ total respondents Weighted average
750 / 250 3
TABLE: 1.10
Price factor 50 20
Maintenance cost 90 36
Spare parts 70 28
Service factor 40 16
From the above table one can find that out 250 respondents, a maximum of 36% are satisfied with
respect to the maintenance cost of the Honda Two Wheeler followed by spare parts at 28%, 20% of
them are satisfied relating to price factor and 16% of the respondents are satisfied regarding service
factors.
Table: 1.11
Highly satisfied 50 20
Satisfied 150 60
Not satisfied 30 12
Dissatisfied 20 8
Source:Primary Data
From the above table one can onclude that out of total respondents 60% of them are satisfied ,
20% of the respondents are highly satisfied and 12% them does not have any satisfaction and the
remaining 8% are dissatisfied.
ATTITUDE OF CONSUMERS
In the study, the respondent has taken six statements to measure the attitude. As there is no readymade
scale to measure the attitude level, a scale namely “Attitude Scale” has been developed by awarding
scores to the six
statements. With the help of this scale,the extend of attitude has been measured. Various factors and their
score indicate the level of satisfaction as shown in Table 4.26.
TABLE: 1.12
Ambience of
520 304 120 38 11 993 3.97 II
Showroom
Availability
of Product,
Service 500 380 75 20 10 985 3.94 III
Centre &
Spare Parts
Satisfaction
Level of
490 408 90 40 5 1033 4.13 I
services
provided
Source: Primary Data
METHODOLOGY:
The study is conducted basing on Primary and Secondary DataPrimary data is
collected by administering a structured questionnaire to customers who visit
thedealer for purchase and service. Data is also collected through personal
discussions with thedealer, sales and service staff and personal observation made
during sale and service.Secondary data is obtained from company records, web
site, published articles etc.
SAMPLING:
Convenient Sampling method is adopted for selecting the
respondents. Care is taken to cover customers of all types of products and
age groups etc.4
II.CUSTOMER SATISFACTION
Whether the buyer is satisfied after purchase depends upon the offer
performance in relation tothe buyer’s expectations. Customer satisfaction can be
defined as :-Satisfaction is the level of a person’s felt state resulting from
comparing a product’s
perceived performance in relation to the person’s expectation’s satisfaction level i
s a function of thedifferent between perceived performance and expectations some
of the successful business firmsare aiming for total Customer Satisfaction which
increase customer loyalty towards the productor service offered by the firm.
I I I . I M P O R T A N C E O F C U S T O M E R S A T I S F A C T I O N MISSIO
N AND PURPOSE OF BUSINESS:
The need to satisfy customer for achieving success in any commercial
enterprise is so obvious,one wonder if there is any need to establish the
importance of customer satisfaction. However one often finds that what
should be obvious everyone also needs to be explained and establish.The income
of commercial enterprise is derived from the payment received for the products
andservices supplied to its external customers. If there are no customers, there is no
income, thereis no business. In other words, customers are the sole reason
for the existence of commercialestablishments, as the function is
extremely important for the success of the organization, thesenior
management as well as the leaders of other departments or Divisions should also
realizethe importance of customers to the organization and for its
growth. It is therefore no surprisethat Peter Drucket, the renowned
management guru said “ to satisfy the customer is the missionand purpose of
every business :.
Honda is the world’s largest manufacturer of two wheelers, Recognized over the world as the
symbol of Honda Two Wheelers, the ‘Wings’ arrived in India as Honda Motorcycle and Scooter
India Pvt. Ltd. (HMSI), a 100% subsidiary of Honda Motor Company Ltd., Japan, in 1999. Since
its establishment in 1999 at Manesar, District Gurgaon, Haryana, Honda has lived up to its
reputation of offering the highest quality products at the most reasonable price. Despite being
one of the youngest players in the Indian two-wheelers market, Honda has become the largest
two wheeler manufacturer as well as the second largest two-wheelers company in India.
Honda is also the fastest growing company in country today. With a host of facilities under its
wings, the first factory of HMSI is spread over 52 acres including a covered area of about
100,000 sq. meters in Manesar, District Gurgaon, Haryana with an annual capacity of 1.65
million units. To meet the ever increasing demands of the products, Honda has started
operations of its second plant in Tapukara, District Alwar, Rajasthan. Expanding to full
operations, Honda production capacity has jumped 30% year on year to 2.8 million per annum
in FY 12- 13.
Honda’s third plant at Narsapura Industrial Area near Bengaluru, Karnataka is equipped to
manufacture 1.2 million units. Utilizing production technologies refined at Manesar & Tapukara
plants as starting point, the 3rd plant is employed with state-of-the-art manufacturing,
automation and environment friendly technologies to deliver quality products.
On February 17 2016, Honda inaugurated the “World’s largest only scooter plant" at Vithalapur
Gujarat with annual capacity of 1.2 million units. The new plant will employ approximately 3000
people within first 2 years of commercial production.
factory of honda
Honda is the world’s largest manufacturer of two wheelers, Recognized over the world as the
symbol of Honda Two Wheelers, the ‘Wings’ arrived in India as Honda Motorcycle and Scooter
India Pvt. Ltd. (HMSI), a 100% subsidiary of Honda Motor Company Ltd., Japan, in 1999. Since
its establishment in 1999 at Manesar, District Gurgaon, Haryana, Honda has lived up to its
reputation of offering the highest quality products at the most reasonable price. Despite being
one of the youngest players in the Indian two-wheelers market, Honda has become the largest
two wheeler manufacturer as well as the second largest two-wheelers company in India.
Honda is also the fastest growing company in country today. With a host of facilities under its
wings, the first factory of HMSI is spread over 52 acres including a covered area of about
100,000 sq. meters in Manesar, District Gurgaon, Haryana with an annual capacity of 1.65
million units. To meet the ever increasing demands of the products, Honda has started
operations of its second plant in Tapukara, District Alwar, Rajasthan. Expanding to full
operations, Honda production capacity has jumped 30% year on year to 2.8 million per annum
in FY 12- 13.
Honda’s third plant at Narsapura Industrial Area near Bengaluru, Karnataka is equipped to
manufacture 1.2 million units. Utilizing production technologies refined at Manesar & Tapukara
plants as starting point, the 3rd plant is employed with state-of-the-art manufacturing,
automation and environment friendly technologies to deliver quality products.
On February 17 2016, Honda inaugurated the “World’s largest only scooter plant" at Vithalapur
Gujarat with annual capacity of 1.2 million units. The new plant will employ approximately 3000
people within first 2 years of commercial production.
Headquartered in Japan, Honda Motor Company is one of the major producers of quality motor
vehicles around the world. Honda's quality, innovation and reliability has made it one of the most
sought after car brands in the world. It's major car models such as Accord have occupied the
leadership position in global sales for years now. Honda cars are also renowned for their fuel
efficiency and have a loyal customer following all around the world.
Honda's leadership position is sustained due to its enormous focus on R&D, quality and
innovation. Along with Toyota, its major competitor, Honda has ruled the US markets with its
successful models and captured market share of American manufacturers such as GM and
Ford.
Company Overview
Honda has grown to become the world's largest motorcycle manufacturer and one of the leading
automakers. Honda develops, manufactures and markets a wide variety of products ranging
from small general-purpose engines and scooters to specialty sports cars, to earn the Honda
Motor Company an outstanding reputation from customers worldwide. ( Honda Company
Overview, 2007 )
The Company's business is carried out through four segments. The Two-Wheel segment
manufactures two-wheel vehicles, all-terrain vehicles (ATVs), personal watercrafts and other
related products. The Four-Wheel segment offers four-wheel vehicles and other related
products. Honda's major car models include its best selling Accord, Civic, CRV, Hybrid car
Insight and its luxury range of cars under the "Acura" brand. The ...
Headquartered in Japan, Honda Motor Company is one of the major producers of quality motor
vehicles around the world. Honda's quality, innovation and reliability has made it one of the most
sought after car brands in the world. It's major car models such as Accord have occupied the
leadership position in global sales for years now. Honda cars are also renowned for their fuel
efficiency and have a loyal customer following all around the world.
Honda's leadership position is sustained due to its enormous focus on R&D, quality and
innovation. Along with Toyota, its major competitor, Honda has ruled the US markets with its
successful models and captured market share of American manufacturers such as GM and
Ford.
Company Overview
Honda has grown to become the world's largest motorcycle manufacturer and one of the leading
automakers. Honda develops, manufactures and markets a wide variety of products ranging
from small general-purpose engines and scooters to specialty sports cars, to earn the Honda
Motor Company an outstanding reputation from customers worldwide. ( Honda Company
Overview, 2007 )
The Company's business is carried out through four segments. The Two-Wheel segment
manufactures two-wheel vehicles, all-terrain vehicles (ATVs), personal watercrafts and other
related products. The Four-Wheel segment offers four-wheel vehicles and other related
products. Honda's major car models include its best selling Accord, Civic, CRV, Hybrid car
Insight and its luxury range of cars under the "Acura" brand. The ...
CHAPTER-VSUMMARY AND SUGGESTIONS
SUMMARY
39
Honda is a major player in Two wheeler market. In India almost every second motor cycle soldis
from Honda. It is has many award to its creditHow strong the brand may be, every organization
has to strive to improve customer satisfaction.With increasing competition and customer
expectations, Customer Satisfaction is the key to success of any organization.Dealers
play a very important role in the marketing of any product. Their role is vital mainly inthe case
of consumer durables in general and automobiles in particular. Unlike majority
of consumer durables, automobiles need periodic maintenance. Two wheelers have
a peculiar feature as they are used by common man who hardly has anyknowledge of the
functioning or repairing of the vehicle, dealers’ role is very important. Dealerscan enhance or
tarnish the image of the company and the product how ever good it may be.The strength of
Honda motors is its channel partners, and service availability every where.The findings of the
study are summarized below:
•
Majority of the Honda customers are in the age group of 18 to 25 years.
•
Majority of them are under graduates.
•
Honda two wheeler customers are middle class and upper middle class.
•
Normally a customer uses a Honda vehicle to a maximum period of 10 years
•
Activa, Unicorn and Shine brands are bread winners to Honda.
•
Customers buy Honda for its technical features like mileage, easy maintenance,superior
technology etc.,
•
Customers buy Honda influenced by their friends.
•
Customers normally prefer local dealers and service dealers for buying a vehicle.
•
The dealer at Visakhapatnam Vishnu Honda motors is rated high by the40
customers for service and are not loyal to them for after free services are over
•
Cost of spares and service is slightly high.
SUGGESTIONS
Regular availability of all models should be ensured. Efforts have to be taken toensure no stock
outs for Activa, Unicorn and Shine. Dealer has to put efforts to improve qualityof after sales
service as majority opined that they would not prefer the dealer after free services.Dealer and
Company should ensure availability of flagship brand Activa. Due to non availability,majority of
the prospective customers are shifting to other company brands.Customers are suspecting the
dealers role in sticking to booking schedule. Efforts to be taken toensure transparency in
booking. Customer feedback system after sale and service would improvethe image of the dealer.
Dealer has to tie up with banks to provide finance at competitive interestrates. Dealer has to be
aggressive in marketing the vehicles as they face a very toughcompetition from local
Honda Dealer i.e., Jupiter HondaDealer as well as the company has to put all efforts to
enhance the image of the brand as well as the dealership
SUMMARY OF FINDINGS OF STUDY
1. The study shows that out of 250 sample respondents, 36.4% are in the age of 21-30
years.
2. It is found that 28% of the respondents are student and
professionals. It shows that Honda Two Wheeler is highly used by
them as compare with other.
3. The study shows that out of sample respondents, 28% have the monthly
income level of Rs 5001 to 10,000. 4.It is found that majority of the
respondents (28%) use Unicorn Two Wheelers in their home/offices.
5. Out of 250 respondents majority of them (26%) are aware of Honda Two Wheelers
through News Paper
6.The study clearly shows that out of 250 respondents most of them (28%)
acquire Honda Two Wheeler by giving preference to brand image than the
other reasons of good service and durable
7.It is clear that majority of the respondents (24.4%) given the preference to mileage.
http://world.honda.com/
https://curlie.org/
Recreation/Autos/Makes_and_Models/Honda/
https://curlie.org/Recreation/Motorcycles/Makes_and_Models/Honda/
International marketing
In 2003, Honda released its Cog advertisement in the UK and on the Internet. To make the ad,
the engineers at Honda constructed a Rube Goldberg Machine made entirely out of car parts
from a Honda Accord Touring. To the chagrin of the engineers at Honda, all the parts were
taken from two of only six hand-assembled pre-production models of the Accord. The
advertisement depicted a single cog which sets off a chain of events that ends with the Honda
Accord moving and Garrison Keillor speaking the tagline, "Isn't it nice when things just... work?"
It took 606 takes to get it perfect.[112]
In 2004, they produced the Grrr advert, usually immediately followed by a shortened version of
the 2005 Impossible Dream advert. In December 2005, Honda released The Impossible
Dream a two-minute panoramic advertisement filmed in New Zealand, Japan and Argentina
which illustrates the founder's dream to build performance vehicles. While singing the song
"Impossible Dream", a man reaches for his racing helmet, leaves his trailer on a minibike, then
rides a succession of vintage Honda vehicles: a motorcycle, then a car, then a powerboat, then
goes over a waterfall only to reappear piloting a hot air balloon, with Garrison Keillor saying "I
couldn't have put it better myself" as the song ends. The song is from the 1960s musical Man Of
La Mancha, sung by Andy Williams.
In 2006, Honda released its Choir advertisement, for the UK and the internet. This had a 60-
person choir who sang the car noises as film of the Honda Civic are shown.
In the mid to late 2000s in the United States, during model close-out sales for the current year
before the start of the new model year, Honda's advertising has had an animated
character known simply as Mr. Opportunity, voiced by Rob Paulsen. The casual looking man
talked about various deals offered by Honda and ended with the phrase "I'm Mr. Opportunity,
and I'm knockin'", followed by him "knocking" on the television screen or "thumping" the speaker
at the end of radio ads. In addition, commercials for Honda's international hatchback, the Jazz,
are parodies of well-known pop culture images such as Tetris and Thomas The Tank Engine.
In late 2006, Honda released an ad with ASIMO exploring a museum, looking at the exhibits
with almost childlike wonderment (spreading out its arms in the aerospace exhibit, waving hello
to an astronaut suit that resembles him, etc.), while Garrison Keillor ruminates on progress. It
concludes with the tagline: "More forwards please". Honda also sponsored ITV's coverage
of Formula One in the UK for 2007. However they had announced that they would not continue
in 2008 due to the sponsorship price requested by ITV being too high.
In May 2007, focuses on their strengths in racing and the use of the Red H badge – a symbol of
what is termed as "Hondamentalism". The campaign highlights the lengths that Honda
engineers go to in order to get the most out of an engine, whether it is for bikes, cars,
powerboats – even lawnmowers. Honda released its Hondamentalism campaign. In the TV
spot, Garrison Keillor says, "An engineer once said to build something great is like swimming in
honey", while Honda engineers in white suits walk and run towards a great light, battling strong
winds and flying debris, holding on to anything that will keep them from being blown away.
Finally one of the engineers walks towards a red light, his hand outstretched. A web address is
shown for the Hondamentalism website. The digital campaign aims to show how visitors to the
site share many of the Hondamentalist characteristics.
At the beginning of 2008, Honda released – the Problem Playground. The advert outlines
Honda's environmental responsibility, demonstrating a hybrid engine, more efficient solar panels
and the FCX Clarity, a hydrogen-powered car. The 90-second advert has large-scale puzzles,
involving Rubik's Cubes, large shapes and a 3-dimensional puzzle. On 29 May 2008, Honda, in
partnership with Channel 4, broadcast a live advertisement. It showed skydivers jumping from
an aeroplane over Spain and forming the letters H, O, N, D and A in mid-air. This live
advertisement is generally agreed to be the first of its kind on British television. The advert
lasted three minutes.[113]
In 2009, American Honda released the Dream the Impossible documentary series, a collection
of 5- to 8-minute web vignettes that focus on the core philosophies of Honda. Current short films
include Failure: The Secret to Success, Kick Out the Ladder and Mobility 2088. They have
Honda employees as well as Danica Patrick, Christopher Guest, Ben Bova, Chee
Pearlman, Joe Johnston and Orson Scott Card. The film series plays at dreams.honda.com. In
the UK, national television ads feature voice-overs from American radio host Garrison Keillor,
while in the US the voice of Honda commercials is actor and director Fred Savage.
Sports
The late F1 driver Ayrton Senna stated that Honda probably played the most significant role in
his three world championships. He had immense respect for founder, Soichiro Honda, and had
a good relationship with Nobuhiko Kawamoto, the chairman of Honda at that time. Senna once
called Honda "the greatest company in the world".[114]
As part of its marketing campaign, Honda is an official partner and sponsor of the National
Hockey League, the Anaheim Ducks of the NHL, and the arena named after it: Honda Center.
Honda also sponsors The Honda Classic golf tournament and is a sponsor of Major League
Soccer. The "Honda Player of the Year" award is presented in United States soccer. The
"Honda Sports Award" is given to the best female athlete in each of twelve college sports in the
United States. One of the twelve Honda Sports Award winners is chosen to receive the Honda-
Broderick Cup, as "Collegiate Woman Athlete of the Year."
Honda sponsored La Liga club Valencia CF starting from 2014–15 season.[115]
Honda has been a presenting sponsor of the Los Angeles Marathon since 2010 in a three-year
sponsorship deal, with winners of the LA Marathon receiving a free Honda Accord. Since 1989,
the Honda Campus All-Star Challenge has been a quizbowl tournament for Historically black
colleges and universities.