CONSUMER SATISFACTION

TOWARDS HONDA ACTIVA

-MOHAMMED ZAMAN
 INTRODUCTION
The Honda Activa is a motor scooter made by Honda Motorcycle and
Scooter India. It was launched in India in 2000. Production in Mexico
began in 2004. It is a 109/125 cc, 7 bhp (5.2 kW) scooter. The vehicle
has the option of kick- and self-start, includes the puncture-resistant
"tuff-up" tyre and tube combination.

Honda launched a new version of the Activa in the Indian market

launched on 2009-05-08 and is available to purchase. with a new 109 cc
engine. Power output was bumped up to 8 bhp (6.0 kW) and new
features like combi-brake and key shutter were introduced. Fuel
economy was claimed to be improved by 15%

In April, 2014, The Economic Times reported the Honda Activa became
the best selling two wheeler in India (if not the world) out running the
Hero Splendor. During the month of September 2013, 141,996 Honda
Activa scooters were sold; nearly equal to Honda's entire annual sales in
North America.

In India, Honda launched Activa i, a cheaper, lighter and stylish version

of Activa. It was launched in December, 2013. It is powered by 110 CC
engine and weighs 103 kg. On September 22, 2015, Honda announced
that they have sold over 1 million Activas in five months in the Indian
market, from April to August.
 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.

 Multi-Reflector that increases road visibility to make night

driving a safe experience.
OBJECTIVES
RESEARCH METHODOLOGY
 RESULTS AND FINDINGS
 City Honda Pvt. Ltd. Occupy prime position with 66.67% of
sample size recommending the dealers for Honda Activa two
wheelers.
 50%of the customer’s ownership status of Activa is self-owned.
 56.67% of the sample size told that the service given by the City
Honda was satisfied.
 Service performance facilities have popularized as the reason for
selecting City Honda with 36.67% .
 46.67% customers say that they prefer to service their vehicles at
the authorized selling dealers only.
 56.67% of the customers told that they would purchase another
Honda Activa in future for their family members or for their
relatives.
 70% of the customers said that they purchased Activa for its
travelling comfort.
 63.33% of the customers said that they were mutually agreed with
the road grip of Honda Activa.
 33.33% of the customers said that the mileage of the Honda Activa
is only Between 45-49km/litre.
  43.33% of the customers felt that the design of Honda Activa was
good.
 50% of the customers felt that the engine performance was good.
 36.67% of the customers felt that the pick-up and 43.33% felt that
the electric start of Honda Activa was good.
 Indian market is full of middle class customers and most of the
customers owning Activa belonged to middle class category.
 46.67%customers got aware of Honda Activa largely through
Televisions.
 23.33% of the customers were students and 70% of them were
professionals.
 46% of the customers were male and 54% of them were female.

CONCLUSION:
This study concludes that improved product and process quality will
result in customer satisfaction. And it incorporates learned and best
practices from global automotive industry leads to additional confidence
for global souring that provides a global quality system approach in the
supply chain for subcontractor development and consistency. It may
result in reduction in variation, waste and increased efficiency that
provides a common language for worldwide quality system requirement
 ANALYSIS OF THE STUDY

Q1. Ownership status of Honda Activa.

a) Self owned b) Company owned C)company leased

Ownership Frequency Percentage

status
Self- 15 50
Owned
Company 13 43.33
owned
Company 2 6.67
leased
Total 30 100

120
100
80
60 Frequency
40
Percentage
20
0
Self- Owned Company Company Total
owned leased

Description:
This graph shows that the ownership status of 50% of the respondents are self
owned , 43.33% of the respondents are company owned and 6.67% of the
respondents are company leased

Dealers Frequency Percentage

name
Q2. Where did you buy your scooter?
Silicon 4 13.33
A) Silicon Honda Honda b) City Honda c) Haiku
Honda d) Planet City 20 66.67 Honda
Honda
Haiku 6 20
Honda
Planet 0 0
Honda
Total 30 100

120

100

80

60

40 Frequency
20 Percentage
0
Description:

This graph shows that 13.33% of the respondents are bought from Silicon Honda dealer , 66.67%
of the respondents bought from City Honda dealer and 20% of the respondents bought from
Haiku Honda dealers. No respondents are bought from planet Honda.

Q3. Reason for above dealers?

a) Service performance facilities b) Friends c) Advertisement d) Others
Dealer Frequency Percentage
selection
reason
Service 11 36.67
Performance
facilities

Friends 9 30
Advertisement 2 6.67

Others 8 26.66
Total 30 100

120
100
80
60
40
Frequency
20
Percentage
0
Description :
This graph shows that 36.67% of the respondents reason for selecting dealers on the basis of
service performance facilities, 30% of the respondents are friends basis, and 6.67% of the
respondents advertisement, 26.67% respondents others.
Q.4. If you were to recommend a scooter, would you recommend Honda
Activa?

a) Yes b) No

Recommendation Frequency Percentage

of Honda Activa
Yes 26 86.67
No 4 13.33
Total 30 100

100

90

80

70

60
Frequency
50
Percentage
40

30

20

10

0
Yes No Total
Description:

This graph shows that 86.67% of the respondents would recommend Honda Activa , 13.33% of
the respondents would not recommend Honda Activa.

Q.5. your opinion on sales and service provided by Honda Activa dealers

a) Highly satisfied b) Satisfied c) Neutral d) Dissatisfied e) Highly dissatisfied.

Opinion on Frequency Percentage

sales and
service
Highly 5 16.67
Satisfied
Satisfied 17 56.67
Neutral 8 26.67
Dissatisfied 0 0
highly 0 0
dissatisfied
Total 30 100

120

100

80

60

40 Frequency
20 Percentage

Description:
This graph shows that 16.67% of the respondents opinion on sales and service is highly satisfied,
56.67% of the respondents opinion on sales and service is satisfied, 20% of the respondents
opinion on sales and service is neutral and none of the respondents are dissatisfied and highly
dissatisfied.

Q6. Honda Activa provides good road grip

a) Strongly Agree b) Agree c) Neutral d) Disagree e) Strongly Disagree

Road Frequency Percentage
Grip
Strongly 9 30
agree
Agree 19 63.33
Neutral 2 6.67
Disagree 0 0
Strongly 0 0
Disagree
Total 30 100

120

100

80

60 Frequency

40 Percentage

20

0
Strongly Agree Neutral Disagree Strongly Total
agree Disagree
Description:

This graph shows Comfort Frequency Percentage that 30% of the respondents are
strongly agree with the road grip, 63.33% of the
respondents are Excellent 5 16.67 agree with road grip, 6.67% of the
respondents are neutral and none of the respondents
Good 21 70
are disagree and strongly disagree.
Average 3 10
Q7. Give you Fair 1 3.33 response on comfort of Honda
Poor 0 0
Activa scooter
Total 30 100
a) Excellent b) Good c) Average d)
Fair e) Poor

120

100

80

60 Frequency
Percentage
40

20

0
Excellent Good Average Fair Poor Total
Description :

This graph shows that 16.67% of the respondents rated comfort level is excellent, 70% of the
respondents rated as Good, 10% of the respondents rated as average, 3.33% of the respondent
rated as fair and none of the respondents rated as poor.

Q8. Indicate your response on mileage of Honda Activa scooter

a) More than 50 km/ litre b) Between 45 – 49km/litre

c) Between 40-44 km/litre d) Between 35-39 km/litre

Mileage Frequency Percentage
More than 4 13.33
50km/Litre
Between 45- 10 33.33
49km/Litre
Between 40- 9 30
44km/Litre

Between 35- 7 23.33

39km/Litre
 120

100

80

60

40 Frequency

20 Percentage

Description:

This graph shows that 13.33% of the respondents said that mileage of Honda Activa is more than
50km/litre, 33.33% of the respondents said between 45-49km/litre, 30%of the respondents said
between 40-44km/litre and 23.33%of the respondents said between 35-39km/litre.

Q9. How do you rate the design of Honda Activa Scooter?

a) Excellent b) Good c) Average d) Fair e) Poor

Design Frequency Percentage

Excellent 6 20
Good 13 43.33
Average 7 23.33
Fair 4 13.33
Poor 0 0
Total 30 100
 120

100

80

60 Frequency
Percentage

40

20

0
Excellent Good Average Fair Poor Total

Description:

This graph shows that 20% of the respondents rated design of Honda Activa is excellent, 43.33%
of the respondents rated as Good, 23.33% of the respondents rated as average, 13.33% of the
respondent rated as fair and none of the respondents rated as poor

Q10. Indicate your response on engine performance of Honda Activa scooter

a) Excellent b) Good c) Average d) Fair e) Poor

 Engine Frequency Percentage
Performance
Excellent 5 16.67
Good 15 50
Average 9 30
Fair 1 3.33
Poor 0 0
Total 30 100

120

100

80

60
Frequency
40 Percentage
20

0
Description :

This graph shows that 16.67% of the respondents rated engine performance of Honda Activa is
excellent, 50% of the respondents rated as Good, 30% of the respondents rated as average,
3.33% of the respondent rated as fair and none of the respondents rated as poor.

Q11. Indicate your response on breaking of Honda Activa scooter.

a) Excellent b) Good c) Average d) Fair e) Poor

Breaking Frequency Percentage

Excellent 6 20
Good 14 46.67
Average 5 16.67
Fair 5 16.67
Poor 0 0
Total 30 100

120

100

80

60 Frequency
Percentage
40

20

0
Excellent Good Average Fair Poor Total
Description:

This graph shows that 20% of the respondents rated the breaking of Honda Activa is excellent,
46.67% of the respondents rated as Good, 16.67% of
Pick Up Frequency Percentage
the respondents rated as average, 16.67% of the
respondent rated as fair and Excellent 7 23.3 none of the respondents
rated as poor. Good 11 36.67
Average 10 33.33
Q12. How do you rate Fair 4 13.33 on pick-up of Honda
Activa Scooter? Poor 0 0
Total 30 100
a) Excellent b) Good c) Average d)
Fair e) Poor

120

100

80

60 Frequency
Percentage
40

20

0
Excellent Good Average Fair Poor Total
Description:

This graph shows that 23.3% of the respondents rated the Pick Up of Honda Activa is excellent,
36.67% of the respondents rated as Good, 33.33% of the respondents rated as average, 13.33%
of the respondent rated as fair and none of the respondents rated as poor.

Q13. Give your opinion on electric start of Honda Activa scooter.

a) Excellent b) Good c) Average d) Fair e) Poor

Electric Frequency Percentage

Start
Excellent 6 20
Good 13 43.33
Average 10 33.33
Fair 1 3.33
Poor 0 0
Total 30 100

120

100

80

60 Frequency
Percentage
40

20

0
Excellent Good Average Fair Poor Total
Description:

This graph shows that 20% of the respondents rated the electric start of Honda Activa is
excellent, 43.33% of the respondents rated as Good, 23.33% of the respondents rated as
average, 13.33% of the respondent rated as fair and none of the respondents rated as poor.

Q 14. Where do you usually go for service?

A) Authorized selling dealer b) Other authorized service center c) Private shop

Service Frequency Percentage
center
preference
Authorized 14 46.67
selling dealer

Other 10 33.33
authorized
servicing
center
Private shop 6 20

Total 30 100
 120

100

80

60

40
Frequency
20 Percentage

0
Authorized Other authorized Private shop Total
selling dealer servicing center

Description:

This graph shows that 46.67% of the respondents prefer authorized selling dealers, 33.33% of the
respondents prefer other authorized servicing center, 20% of the respondents prefer private
shop.

Q15. Overall Satisfaction with regards to the use of Honda Activa

a) Excellent b) Good c) Satisfactory d) Not-satisfactory

Overall Frequency Percentage
Satisfaction of
Honda Activa
Excellent 6 20
Good 12 40
Satisfactory 10 33.33
Not- 2 6.67
Satisfactory
Total 30 100
 120

100

80

60

40 Frequency
Percentage
20

Description :

This graph shows that the overall satisfaction level of 20% of the respondents are excellent, 40%
of the respondents are rated as Good, 33.33% of the respondents are satisfactory, 6.67% of the
respondents are not satisfactory.

SUGGESTIONS
 This study is aimed at analyzing customer satisfaction with sample of 30
members, which has helped in getting an overall view of customer
satisfaction towards Honda Activa considering different criteria. It was
evident from the study that most of the respondents are satisfied with their
Honda Activa. However some of the respondents were dissatisfied. Base on
the study following suggestions can be considered.
  Providing more techno-driven, sophisticated exteriors keeping track of
present situation.
 To increase the mileage efficiency
 To provide mobile servicing a should be able to reach the spot in case of
any breakdown
 To bring down the cost of spares and to improve genuinely.
 To change shape or body design of Omni so as to increase road safety
especially during swift turns.
 To give more ads on to drive slowly and safely.
 Sales executives should constantly review the present, the past and the
future objectives and there by evaluate their performance.
 Gathering and processing data through electronic data processing system
there by time spent on information evaluation feedback can be reduced.
 Building satisfaction: sales person should reassure the customer regarding
decision taken by him while ordering product/service.
 They should constantly provide adequate solutions for purchasing a product.
 Final buyer relation: sales personnel who are in contact with final buyer
should be courteous, friendly and competent in their jobs.

QUESTIONNAIRE
Q1. Ownership status of Honda Activa.

a) Self owned b) Company owned C)company leased

Q2. Where did you buy your scooter?

A) Silicon Honda b) City Honda c) Haiku Honda d)

Q3. Reason for above dealers?
a) Service performance facilities b) Friends c) Advertisement d) Others

Q.4. If you were to recommend a scooter, would you recommend Honda Activa?

a) Yes b) No

Q.5. your opinion on sales and service provided by Honda Activa dealers

a) Highly satisfied b) Satisfied c) Neutral

d) Dissatisfied e) Highly dissatisfied.

Q6. Honda Activa provides good road grip

a) Strongly Agree b) Agree c) Neutral d) Disagree e) Strongly Disagree

Q7. Give you response on comfort of Honda Activa scooter

a) Excellent b) Good c) Average d) Fair e) Poor

Q8. Indicate your response on mileage of Honda Activa scooter

a) More than 50 km/ litre b) Between 45 – 49km/litre

c) Between 40-44 km/litre d) Between 35-39 km/litre

Q9. How do you rate the design of Honda Activa Scooter?

a) Excellent b) Good c) Average d) Fair e) Poor

Q10. Indicate your response on engine performance of Honda Activa scooter

a) Excellent b) Good c) Average d) Fair e) Poor

Q11. Indicate your response on breaking of Honda Activa scooter.

a) Excellent b) Good c) Average d) Fair e) Poor

Q12. How do you rate on pick-up of Honda Activa Scooter?

a) Excellent b) Good c) Average d) Fair e) Poor

Q13. Give your opinion on electric start of Honda Activa scooter.

a) Excellent b) Good c) Average d) Fair e) Poor

Q14. Where do you usually go for service?

A) Authorized selling dealer b) Other authorized service center c) Private shop

Q15. Overall Satisfaction with regards to the use of Honda Activa

a) Excellent b) Good c) Satisfactory d) Not-satisfactory