A

PROJECT REPORT

On

„„ A Study of Customer Satisfaction towards Honda Motorcycles”

AT

“Chetan Honda Autoservices, Chalisgaon”

SUBMITTED PARTIAL FULLFILLMENT OF THE REQUIREMENT FOR THE

DEGREE OF

MASTER IN BUSINESS ADMINISTRATION

UNDER

SAVITRIBAI PHULE PUNE UNIVERSITY, PUNE.

BY

MR.KUNAL KIRAN CHAUDHARI

(MBA MARKETING)

UNDER THE GUIDENCE OF

Dr. Prashant Phule

DEPARTMENT OF MANAGEMENT STUDIES

SINHGAD BUSINESS SCHOOL, ERANDWANDE

No. 19/15, Erandwane, Pune, Maharashtra 411004

ACADAMIC YEAR

2017-19

1
 ACKOWLEDGEMENT

With the pleasure I express my gratitude to the management of the Chetan

Honda Autoservices for giving me this opportunity to work as summer training in their
organization, the guidance and support they have provided by the company have really
made a learning experience for me. To begin with I would like to thank “Chetan Honda
Autoservices” for assisting me throughout the training. Their advice was invaluable and
indispensable.

I would thank like to express our immense gratitude towards our institution
Sinhgad Business School, Pune which created a great platform to attain profound
technical skills in the field of MBA, thereby fulfilling our most cherished goal. My
sincere gratitude to my project guide Dr. Prashant Phule (Internal guide) for his
guidance and wholehearted cooperation throughout the project. I convey my thanks to
our HOD Prof. Barthi Ma‟am and my faculty who helped me directly or indirectly in
bringing this project successfully. This short period was full of rich experience, which
will have me in my future career. It has been enriching experience learning about the
practical aspect of business and application of idea learnt in business environment.

Mr. Kunal Kiran Chaudhari

(MBA Marketing)

2
 DECLARATION

I hereby that the project report entitled „„ A Study of Customer Satisfaction

towards Honda Motorcycles” is an independent analysis work carried out by me as a
part of MBA curriculum, university of Pune, under the guidance of Dr. Prashant
Phule. This Project was undertaken as a part of academic curriculum according to the
university rules and norms and had no commercial interest and motive. It is my original
work. It is not submitted to any other organization for any other purpose.

Place: -

Date: -

( Signature )

Mr. Kunal Kiran Chaudhari

(MBA marketing)

3
 INDEX

CHAPTERNO CONTENTS PAGE NO

1 INTRODUCTION TO STUDY 1-4

2 INTRODUCTION TO THE 5-19

ORGANISATION

3 THEORETICAL BACKGROUND 20-23

4 DATA ANALYSIS AND 24-37

INTEPRETATION

5 OBSERVATION AND FINDINGS 38-39

6 SUGGESTIONS AND APPENDIX 40-43

7 BIBLIOGRAPHY 44

4
 Chapter No:-I
Introduction to the study
1.1 Introduction:-
The automobile industry is emerging as an important sector of the economy. In
recent years India has become a huge market for the two wheelers. A motorcycle of
motorbike is a single-track; two- wheeled motor vehicle powered by an engine. In many
parts of the world, motorcycles are among the least expensive and most widespread
forms of motorized transport.

In Chalisgaon there are many people using bikes. Nearly, we can see every Class of
society using bikes. The companies who are selling the bikes of different Companies like
Honda, Suzuki, Yamaha etc. but this research work deals with Honda bikes. This topic is
basically selected because Honda is the market Leader in bikes industry with his
advanced rich & with the help of R & D he is to be the market leader of industry. This
study provides the knowledge about the details of company features of its bikes, services
provided by the Company as well as Customer Relations. In this project my main focus
is to study the customer satisfaction Towards Honda Bikes In Chalisgaon Taluka.

1.2 Objectives of the study:-

A} Primary Objectives:

1. To study the customer satisfaction towards Honda bikes.

2. To study the various problem faced by the customers.

B} Secondary Objectives:

1. To study the facilities & other services provide to the customers.

2. To study the customer future expectation from Honda bikes.

3. To find out the performance level of the service provider of Honda bike in
Chalisgaon.

5
 1.3 Scope of the study:-
 This study is conducted in Chalisgaon with reference to a Honda bikes & it
is focusing on the measurement of customer satisfaction towards the Honda
Bikes.

 This study will help to the firm to know what does customers are expecting
and hence improve the service quality according to that.

 This study will help the customer to know more about the company and put
their opinion about the services.

 The study is helpful to the distributors to know the demand about Honda.

1.4 Limitations of the study:-

1. The study is only for the satisfaction for two wheelers Honda bikes.

2. This study is only limited to Honda bike.

3. The study is restricted to Chalisgaon only.

4. The information provided by customer is to be not authentic.

1.5 Research Methodology:

Research methodology refers to scientific procedure for the acquisition of
knowledge based on the empirical observation and logical reasoning. Scientific method
consists of systematic observation, classification and interpretation of data. Research
methodology consists of procedures for obtaining knowledge and logical reasoning
methods of research.

Problem Identification:
Honda is the leading two wheeler company and having huge number of
customers in Chalisgaon but to retain and attract the customer, qualitative service is
needed. So this study is carried out to measure the customer satisfaction towards Honda
bike in Chalisgaon.

6
Data Collection:

The collection of data means a prospective gathering of information relevant to the

subject from the units of the population. Data collection is the most important part as it
forms the basis for the results and findings. The data in this study is collected through
primary as well as secondary data source.

1. Primary Data:

The data which are collected at first hand either by the research / by Someone
else especially for the purpose of the study are known as „Primary Data‟.
i. By Personal Interview
ii. By Observation

2. Secondary Data:
Secondary data is the data which is already gathered, compiled and analyzed for
other purpose. In this study the secondary data is collected from the company
websites and from the books.

3. Research Instrument:
1. Questionnaire Instrument:
The questionnaire instrument used consists of set of question presentation to respondent
for their answer of its flexibility.
a) Close Ended Questionnaire:-
Close ended question specify all the possible answer which is easy to tabulate
and interpret.
b) Open Ended Questionnaire:-
In open ended respondents are free to answer in their own words

7
Sampling Method:-
Probability sampling is sampling procedure which does not afford any basis for
eliminating the probability that each item in the population has of being included in the
sample.
In this type of sampling items for the sample are selected deliberately by the researcher
in this probability sampling the organizer of the inquiry purposively choose the
particular units of the universe for constituting a sample of the basis that the sample
mass that they so select out of huge one will be typical or representative of the hole.

Sample Frame:-

Sample unit: - Here sampling units are students, businessmen‟s of Chalisgaon.

Sample size:- Here sample size is 100

Sample Location: - Chalisgaon.

Sample Method: - Stratified random sampling method.

Stratified random sampling method:-

Definition:-

A method of sampling that involve division a population into smaller group know as
strata. In stratified random sampling the strata are formed based on member share
attributes or characteristics. A random sample from each stratum is taken in a number
proportional to the stratum‟s size when compared to the population.

8
 Chapter No:-II

Company Profile

2.1 Introduction to the Organization:-

Brand HONDA:-

A company that kept growing stronger through its Innovation and Quality. An
enterprise driven by a burning passion to provide the nation with fuel efficient,
comfortable and eco-friendly two wheelers.

Introduction to the Industry:-

Bikes or two wheelers in India cater to various needs of consumer. With the
Indian Two Wheeler market has seen a significant growth over the years due to the shift
of the customers from bicycles to bikes. Bikes are now considered as a prestige in the
most of the middle class and lower middle class families. It has been observed that the
people processing the four wheelers also have bikes as they are more fuel efficient and
economical.

With the growth in the economy the demand for two wheelers is increasing over
the years. It is one of the most dynamic industries today with the increasing competition
companies are bringing in new product with sophisticated technologies and innovative
features to capture a measure pie of the Indian market and it‟s the consumer who is
benefited from it.

With the availability of reduced consumer loans and high disposable income to
the Indian two wheeler industry as perceived an exceptional growth over the last few
years thereby making India the second largest market for two car wheelers in the world
only after the china.

The motor cycle has now become one most popular mode of transportation among
the Indian middle class families because of it is cost effective, economical and easy to
navigate through the traffic.

9
 The people have started preferring bikes instead of scooters & mopeds and today
bikes from a major part of the Indian two wheelers.

Indian companies are one of the largest two wheeler manufacture in the world. The
number one bike manufacturer in the world. Honda is in close competition with the
Indian manufacturer Bajaj, Maruti, Suzuki in India.

The following factors can be distinguished for the growth of motorcycle industry in India.

 Easy accessibility to cheap consumer loans.


 The increase in the average income of the family.

 The reduction in duties and taxes.

 Convenience with regards to commuting as compare to the public transport
system.

 Continues innovations in technology making the bikes economy and fuel
efficient.

 The first choice among youths and teenagers.

10
2.2 Honda Profile:-

Founded :- 1999 in Manesar, District Gurgaon, Haryana, India

Founder :- Tsakeo Fujisawa

Headquarters :- :- Gurgaon, Haryana, India

Key People :- Minoru Kato, President and CEO[1]

Industry :- Automotive

Products :- Motorcycles, Scooters, vehicles and Spare Parts.

Parent :- Honda motor company, limited

Websites :- honda2wheelersindia.com

2.3 History of Honda Motor

2010 : Honda CBR600RR

Honda Elite

2011 : Honda Ruckus NPS50

Honda CRF400

2012 : Honda CB Twister

Honda Dio

2013 : Honda CB Shine

Honda Activa

2014 : Honda Dream Neo

Honda Dream Yuga

2015 : Honda X-Blade

2016 : Honda Navi

2017 : Honda Livo

11
Key Policies

A company that believes in maintaining ecological standards along with business

standards.

"We must do something for the community from whose land we generate our
wealth."

2.3.1 Termination of Hero Honda Joint Venture into HONDA

Honda formally Honda is a Motorcycle and scooter manufacturer based in India.

Honda started in 1984 as a joint venture between Hero Cycles of India and Honda of
Japan. The company is the largest two wheeler manufacturer in India. The 2006 Forbes
200 Most Respected companies list has Hero Honda Motors ranked at 108.

In December 2010, the Board of Directors of the Hero Honda Group has decided
to terminate the joint venture between Hero Group of India and Honda of Japan in a
phased manner. Under the joint venture Honda Group could not export to international
markets (except Sri-Lanka) and the termination would mean that Honda Group can now
export. Since the beginning, the Honda Group relied on their Japanese Partner Honda for
the technology in their bikes. So there are concerns that the Honda Group might not but
able to sustain the performance of the Joint Venture alone.

In 2010, when Honda decided to move out of the joint venture, Honda Group
bought the shares held by Hero, Subsequently, in August 2011 the company was renamed
Honda with a new corporate identity.

12
 During the 1980s, the company introduced motorcycles that were popular in India
for their fuel company and low cost. A popular advertising campaign based on the slogan
„Fill it – Shut it – Forget it‟ that emphasized the motorcycle‟s fuel efficiency helped the
company grow at a double-digit pace since inception. The technology in the bikes of
Hero Honda for almost 26 years (1984-2010) has come to from the Japanese Counterpart
Honda.

Honda has three manufacturing facilities based at Dharuhera, Gudgeon in

Haryana and at Haridwar in UIttarakhand. These plants together are capable of churning
out three million bikes per year. Honda as a large sales and services network with over
three thousand dealership and service point across India. Honda as a customer loyalty
program since 2000, called the Honda passport program.

The company has stated aim of achieving revenues of $10 billion and volumes of
10 million two wheelers by 2016-17. This is conjunction with new countries where they
can now market there two wheelers following the disengagement from Honda, Honda
hopes to achieve 10% of their revenues from international markets, and they expected to
launch sales in Nigeria by end-2011 or early-2012. In addition, to cope with the new
demand over the coming half decade, the company was going to build their fourth factory
in South India and their fifth factory in Western India. There is no confirmation were the
factories would be built.

13
Honda :-

The new brand identity and logo, Honda, was developed by the London firm
Wolff Olins The logo was revealed on 9 August 2011 in London, the day before the third
test match between England and India. Honda can now export to Latin America, Africa
and West Asia. Hero is free to use any vendors for its components instead of just Honda-
approved vendors.

Vision:-

Serve people worldwide with the “joy of expanding their life‟s potential”

- Lead the advancement of mobility and enable people everywhere in the world to
improve their daily lives.

Mission:-

“Maintaining a global viewpoint, we are dedicated to supplying products of the

highest quality, yet at a reasonable price for worldwide customer satisfaction.”

Strengths of Honda

・ Existing strengths of Honda:

1.) Strength in manufacturing a broad range of products including motorcycles,

automobiles and power products

2.) Strength in earning 28 million customers per year in markets around the world

・ New strengths:

Our ability to create solutions, which includes both Mono-zukuri, the art of
making things, and Koto-zukuri – which is creating new experiences through brand
storytelling about the art of making things.

14
 Strategy:-

Honda key strategies are to build robust product portfolio across categories,
explore growth opportunities globally, continuously improve its operational efficiency,
aggressively expand its reach to customers, continue to invest in brand building activities
and ensure customer and shareholder delight.

Brand:-

The new Honda is rising and is poised to shine on the global arena. Company's
new identity "Honda Ltd." is truly reflective of its vision to strengthen focus on mobility
and technology and creating global footprint. Building and
promoting new brand identity will be central to all its initiatives, utilizing every
opportunity and leveraging its strong presence across sports, entertainment
and ground-level activation.

Manufacturing:-

Currently HMSI has four manufacturing locations at Manesar in Haryana,

Tapukara in Rajasthan, Narsapura,Kolar in Karnataka and Vithalpur ,NW of Ahmedabad
Scooter -exlusive plant in Gujarat.

Distribution:-

The Company's growth in the two wheeler market in India is the result of an
intrinsic ability to increase reach in new geographies and growth markets. Honda‟s
extensive sales and service network now spans over to 6000 customer touch points. These
comprise a mix of authorized dealerships, service & spare parts outlets and dealer-
appointed outlets across the country.

2.3.2 Achievements &Awards:-

In 2012:-
 
 Manufacturer of the Year (two-wheeler category) - Car & Bike India Awards
 
Best Bike Manufacturer 2012 – Motor Vikatan Awards 2012

15
 In 2013:-
 
 Manufacturer of the Year 2012 - BBC Top Gear
 
 Manufacturer of the Year - Car & Bike India Awards
 
Manufacturer of the Year 2013 - Motor Vikatan Awards 2013

In 2014:-
 
 Engine of the Year - Auto Tech review, IATIA India award 2014
 
 Manufacturer of the Year - Two wheeler, Bike India award 2014
 
Two Wheeler Manufacturer of the Year - NDTV Car & Bike Awards, 2014

In 2015:-
 
 Forbes India - Best CEO Multinational
 
 Readers Digest - Most Trusted Brand (Gold Award for two-wheeler category)


 Economic Times - 100 Most Trusted Brands Survey (no.1 trusted brand in
automotive - two-wheeler)
 
 ABP Brand Excellence Award in Automobile Sector (2 Wheeler)
 
 Hindustan Times - Delhi NCR Hot 50 Brands powered by Paul Writer
 
 Juxt India Online 2013-14 Study - Most Preferred Scooter Brand
 
Two Wheeler Manufacturer of the Year - Bike India Awards 2015

In 2016:-
 
 Selected Consumer Superbrand India 2015 --- Super Brand India 2014-15
 
 Two-Wheeler Manufacturer Of The Year---Bike India Awards 2016
 
Quality Brands 2015-17

16
2.3.3. Board of Directors in Honda Ltd

Name Title

Takahiro CEO, President & Representative Director

Hachigo

Kohei CFO, Senior MD, Chief Officer for Honda Driving Safety Promotion
Takeuchi Center & Director

Seiji Exec. VP of Strategy, Bus. & Regional Ops, COO, Corporate Brand &
Kuraishi Risk Mgmt Officer and Rep Director

Toshiaki Senior MD of Sales and Marketing, Chief Officer for Regional

Mikoshiba Operations (North America) & Director

Yoshiyuki Senior MD of Research & Development and Director

Matsumoto

Yoshi Senior MD of Production, Chief Officer of Production Operations &

Yamane Director

Takashi President of Honda Logistics Inc. - Japan and Director of Honda

Nagai Logistics Inc. - Japan

Takanobu Adviser & Director

Ito

17
CHETAN HONDA AUTOSERVICES, CHALISGAON

 
Company Profile

Name of the Organization : - Chetan Honda Auto services

Owner :- Chetan chaudhari

Legal Form :- Proprietary Firm

Works & Head Office :- Bhadgaon Road , chalisgaon.

Business :- Sales, Service, Spares, Insurance.

Accident Job, Accessories etc.

Achievements :- Best Dealer in Territory

Commitment

Best Service Dealer

Pride of the year

Phone No. :- 9175141248

18
 2.4 History of the Organization:-

Chetan Honda Autoservices:-

The founder members viz. Mr. Rajendra Choudhari. Earlier he had carried on the
business of trading in yarn and long cloth at Abhinav Chowk, Chalisgaon. Later on, as a
part of diversification, undertaken the dealerships of Electronic Consumer Durables and
Home Appliances in 1984 at abhinav Chowk, chalisgaon namely , Honda Power
Generators Symphony Products and many more…..With the help of flourished public
social relations, trust of customers and religious activities, the electronic business was
flourished up to 1991 in.Realizing the need of time, he groomed his two young and
dynamic sons Mr. Raendra and Mr. Chetan, so as to impart their skills on to the Business
to process the most important method of diversification of business. Accordingly both of
them come out with a dream concept under one roof. The dream comes true and started a
new concern viz. Chetan Honda Auto Services. The said company has been floated not
only with an intention to give a wide range of options to customer but also to provide a
value added services under the same roof like-
 
 Sales and services of Automobiles of different makes and models.
 
 Sales of spare parts of Honda Vehicle.
 
 Sales and services of used vehicle of Honda models.
 
 Accidental body repairing services with temperature controlled paint booth.
 
Fully equipped workshop with modern and technically advanced machineries.

19
2.4.1 Products of Honda:-

Product Name Engine Capacity

Dio 100CC

Aviator 100CC

Activa 100 CC

CB Twister 110 CC

Dream Yuga 110 CC

Dream Neo 110 CC

Honda Livo 110 CC

X-Blade 125 CC

Shine 125 CC

CB Unicorn 150 CC

CBR 150R 150 CC

CB200 200 CC

20
 2.4.2 Various Departments in the Organization.

Departments at Chetan Honda Autoservices:

 
Account Department:
In this department the Accountant records all the transactions of business and
once in a week it signifies by auditor.
 
Sales Department:
In this department the represented persons gives the information about products to
customer and sales the products.
 
Service Department:
In this department, gives the after sale services to the customers.
 
Spare Department:
In this department they sale the spare parts of the bikes.
 
Human Resource Department:
In this department the recruitment, selection and training to the employee is done.
For appointment of any workers, employee H.R. Departments work. In H.R. department
they think about the welfare of the workers and employees.
 
MIS Department:
MIS means Management Information System. In this department they store all the
data related to business.

Competitors of Chetan Honda Autoservices:-

 Laxmi Automobiles (Hero)

 Mondhe Automobiles (Yamaha)

 Siddhi wheels Pvt Ltd (Suzuki)

 Gandhi TVS

 Aaherkar Automobiles (Bajaj)

21
 Services Provided to Customers:
 Friendly and Polite Customer Relationship Officers to help out.

 Qualified and Trained Customer Relations Officers, Service Advisor and Technicians.

 5 Years warranty given customer.

 Special blended lubricants and long lasting paint used.

 100% assurance-only genuine companies spare parts used.

 Emergency/Breakdown services available.

 Committed service on time delivery.

Maintenance Schedule:-

Proper care and maintenance are paramount for trouble free operation & optimum
performance of motorcycle. Honda offers 6 free services on all its motorcycles. It should
avail these services within a year or as per the below mentioned km rang, whichever is
earlier.

22
 2.5 Organization Structure
Organizational Structure of Chetan Honda Autoservices

C.E.O.

M.D.

Manager

Sales Accountant Whole P.D.I.

Manager Manager Selling Manager
Manager

Supervisor
Salesman Accountant Supervisor

Mechanic
Cashier Mechanic

Helper
Helpers

23
 Chapter No: III
Theoretical Background:-
3.1 Market:

The term markets originate from the Latin word market us means a Place where
business conducted. It is not nearly a place of exchange but an arrangement that provides
an opportunity of exchanging goods and services for money.
In this context, Philip Kotler has defined the term market as “an arena for
potential exchange.”
William J. Stanton has defined marketing as “ a total system of Interacting
business activities designed to plan , price, promote and distribute Want satisfying
product and services to present and potential customers.”
A market may be considered as an convenient meeting place where buyers And
sellers gather together for exchange of goods. It is the economic concept. Any area
providing a set of price making forces may become a market. The three conditions
required are:
• Unmet wants

• Products to meet this demand

• Means of interactions and inter communications

Today, a market is equated with the total demand. Hence, market means A group
of people having unmet wants, purchasing power to make their demands Effective and
the will to spend their income to Fulfill those wants. Under keen Competition, a marketer
wants it create or captured and retain the market (customer demand) through an
appropriate marketing mix offered to a target market.

24
3.2 Marketing:

Marketing is the basic reason for the existence of business organization. In the
age of fast changes, marketing is springboard of all activities. It works as the guide for all
business/ non-business organization. It is powerful mechanism which alone can satisfy
the needs and wants of consumers at the place and price they desire. The success of a
business depends largely on the effectiveness with which its marketing strategies are
formulated and implemented. Marketing is said to be the eyes and ears of the business or
organization because it keeps the business in close contact with its economic, political,
social and technological environment and informs it of events that can influence its
activities as per requirement of the market. Marketing helps in having a food range of
products in constants demand and suggests to the management the scope for improving
and developing new products to satisfy the changing customers‟ needs. Customer is the
king of market. Customer decide what product suit their needs.
Hundreds years ago, most firms were productions of oriented, that is the
Manufactured focused on production of quality products and then looked for People to
purchase them. With technological transformation the emphasis shifted to an effective
sales force to find customers for their growing output. After 1950, the shift to marketing
was so emphatic that the manufactures first took into consideration the customer wants
and then manufactured their goods accordingly.

3.4 Nature of Marketing:-

• Marketing is both consumer-oriented and competitors-oriented.

•It starts with consumer and ends at consumers by satisfying their needs.

•Marketing is the most important function of management.

•The long term objective of marketing is profit maximization through customer

satisfaction.

•Marketing is an integrate process which is based on strategies and models.

•Marketing must deliver goods and services in exchange of money.

25
3.5 Customer:-

The customer is the focal point of the marketing mix. He is not dependant on
the seller in reality; the seller is dependent upon him. He is not an interruption of seller‟s
works he is the purpose of it. The seller must remember three things;

•A customer is the most important a marketer/seller can have.

• A customer is the hardest thing to get. He is choosy, exacting and well

informed. •A customer is the easiest thing to lose.

3.6 Customer Satisfaction:-

Definition:

“Satisfaction is a person‟s feeling of pleasure or disappointment resulting from

comparing a product perceived, performed in relation to his her expectation.”

–Philip Kotler

“Customer satisfactions refer to a difference between the “expectation of customer about

service performance and perception of actual encounter after he goes through with a
service experience.”

Customer satisfaction is a term frequently used in marketing. It is a measure of

how products and services supplied by a company meet or surpass customer expectation.
Customer satisfaction is defined as "the number of customers, or percentage of total
customers, whose reported experience with a firm, its products, or its services exceeds
specified satisfaction goals. In a survey of nearly 200 senior marketing managers, 71
percent responded that they found a customer satisfaction metric very useful in managing
and monitoring their businesses.

It is seen as a key performance indicator within business and is often part of a

Balanced Scorecard. In a competitive marketplace where businesses compete for
customers, customer satisfaction is seen as a key differentiator and increasingly has
become a key element of business strategy.

26
 "Within organizations, customer satisfaction ratings can have powerful effects.
They focus employees on the importance of fulfilling customers' expectations.
Furthermore, when these ratings dip, they warn of problems that can affect sales and
profitability. These metrics quantify an important dynamic. When a brand has loyal
customers, it gains positive word-of-mouth marketing, which is both free and highly
effective."

Therefore, it is essential for businesses to effectively manage customer

satisfaction. To be able do this, firms need reliable and representative measures of
satisfaction.

"In researching satisfaction, firms generally ask customers whether their product
or service has met or exceeded expectations. Thus, expectations are a key factor behind
satisfaction. When customers have high expectations and the reality falls short, they will
be disappointed and will likely rate their experience as less than satisfying. For this
reason, a luxury resort, for example, might receive a lower satisfaction rating than a
budget motel even though its facilities and service would be deemed superior in 'absolute'
terms."

The importance of customer satisfaction diminishes when a firm has increased

bargaining power. For example, cell phone plan providers, such as AT&T and Verizon,
participate in an industry that is an oligopoly, where only a few suppliers of a certain
product or service exist. As such, many cell phone plan contracts have a lot of fine print
with provisions that they would never get away if there were, say, 100 cell phone plan
providers, because customer satisfaction would be far too low, and customers would
easily have the option of leaving for a better contract offer.

27
 Chapter No:-IV
Data analysis and Interpretation

Table no 1.1 Showing Monthly incomes of the respondents

Income No. of respondents % of respondents
Below 10000 36 36 %
100001 - 20000 28 28 %
200001 - 30000 20 20 %

Above 300000 16 16 %
Total 100 100 %

16% 20%

36% 28%

Interpretation:-
From the above table & graph it is observed that most of the respondents fall in
the income group of below 10,000 i.e. 36%, while the other 28% fall in the income group
of 10000 - 20000, 20% all in the group of below 10,000,& only few i.e. 16% are
respondent of above 30,000.

28
Table no 1.2 showing from how many Months/ Years respondents using
the Bike.

Period No. of Respondents % of Respondents

6 Months 22 22 %
1 Year 32 32 %
2years 26 26 %

Above 2 Years 20 20 %
Total 100 100 %

35

30

25

20

32
15
26
22
10 20

0
6 Months 1 Year 2years Above 2 Years

Interpretation:-
From the above table and graph it is observed that, most of 32% respondents are
using bike from last 1year, 26% are uses from 2 year, 22%are using and remaining 20%
the respondents are using bike above 2 years.

29
Table 1.3 Showing which colour bike are used by respondents

Colour No. of Respondents % of Respondents

Black 44 44 %
Red Black 28 28 %
Red 12 12 %

Grey 4 4%
Blue 10 10 %
Green 02 02 %

Total 100 100 %

Colour of bike used by respondent

45
40
35
30
25
20 42

15 28
10
13
5 11
0 4 2
Black Red Black Red Black Grey Blue Green

Interpretation:-
From the above table and graph it is observed that most of the respondents are
using the Black colour bike i.e. 44%, 28% are uses Red with black colour bike, 11% of
the respondent uses Blue colour bike, 4% of the respondent uses Grey colourbike, 2% of
the respondent uses Green colour bike, 13% of the use Red colour bike so, mostly prefer
the black colour bike.

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 Table no 1.4 showing how the people get influenced to purchase the bike

Particulars No. Of Respondents % Of Respondents

Friends 32 32%
Relatives 14 14%
Family Member 44 44%

Others 10 10%
Total 100 100%

Influencing for purchasing bike

50
45
40
35
30
25
44 Series 1
20
32
15
10
15
5 9
0
Friends Relatives Family Member Others

Interpretation:-
From the above table and graph it is observed that, most of the respondents were
suggested by family members i.e. 44% , 32% of the respondents were suggested by
friends, 15% of the respondents were suggested by relatives, 9% of the respondents were
suggested by other to purchase this bike.

31
Table 1.5 Showing which feature of bike attract the respondents.

Feature No of respondents % of respondents

Mileage 38 38%
Comport 20 20%
Look 38 38%

Other 4 4%
Total 100 100%

Feature of bike that attaracts respondents

40

35

30

25

20
38 38
15

10 20

5
4
0
Mileage Comport Look other

Interpretation:-
The above table and graph it is observed that most of respondents are attracted by
mileage& look i.e. 38%, and remaining 21% by comfort, few are suggested by other
sources.

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Table no 1.6 Showing Satisfactions with dealer‟s services.

Opinion No .of respondents % of Respondents

Yes 90 90%
No 10 10%

Total 100 100%

% of respondents satisfied with dealers

10%

Yes
No

90%

Interpretation:-
The above table and graph it is observed that most of the respondents are satisfied
with dealer‟s service i.e. 90%.

33
Table 1.7 Showing Satisfaction of Fuel Consumption.

Rating Level No. of Respondents % of Respondents

Extremely satisfied 14 14%
Satisfied 72 72%
Dissatisfied 14 14%
Total 100 100%

% of satisfied of fuel consumption

14% 14%

Extremely Satisfied
Satisfied
Dissatisfied

72%

Interpretation:-
From the above table and graph it is observed that, most of the respondents were
satisfied about fuel consumption i.e. 72%, 14% of the respondents were extremely
satisfied & 14% of the respondents were dissatisfied with fuel consumption of bike.

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Table 1.8 Table showing customer satisfaction of bike Design.

Particulars No. of Respondents % of Respondents

Yes 96 96%
No 4 4%
Total 100 100%

Satisfaction of bike design

4%

Yes
No

96%

Interpretation:-
From the above table it is observed that most of the respondents were satisfied
with design i.e. 96% & only 4% were dissatisfied.

35
Table No 1.9 Showing General perceptions of respondents towards the
bike.
Perception No .of Respondents % of Respondents
Very Good 30 30%
Good 60 60%

Average 8 08%
Poor 2 02%
Total 100 100%

General Perception towards Honda Bike

70

60

50

40

Series 1
30 60

20
30
10
8 2
0
Very Good Good Averge Poor

Interpretation:-
From the above graph and table it is observed that, According 30% of the
respondent‟s feel that the bike is very good, were as 60% of the respondent‟s feel that the
bike is good, & 8% of the respondents feel that the bike is average, & accordingly only
2% of the respondent‟s feel that the bike is poor.

36
Table no 1.10 showing customer response about Safety & Comfort of
Bike.

Levels No. of Respondents % of Respondents

Extremely satisfied 18 18%
Satisfied 78 78%
Dissatisfied 04 4%

Total 100 100%

% of satisfied of safety & comfort

4%
18%

Extremely satisfied
Satisfied
Dissatisfied

78%

Interpretation:-

From the above table and graph it is observed that 18% respondents are extremely
satisfied & most of the respondents are satisfied with bike i.e. 78%.

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Table no 1.11 showing customer satisfaction about CB Shine Bike.

Particulars No. of Respondents % of Respondents

Yes 96 96%
No 04 4%
Total 100 100%

Satisfaction about CB Shine

Yes
No

97

Interpretation:-
From the above table and graph it is observed that most of the respondents I.e.
97% is totally satisfied with the bike.

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Table no 1.12 Showing Satisfactory Factor Considered by respondent.

Factor No. Of Respondents % of Respondents

Maintenance 20 20%
Look 30 30%
Features 30 30%
Average 20 20%
Total 100 100%

Satisfaction factor
35

30

25

20

15 30 30

10 20 20

0
Maintenance Look Features Average

Interpretation:-
From the above graph and table it is observed that, 20% of people considered
maintenance, 30% of people considered look, 30% of people considered features, and
20% of people considered bike average as a factor which satisfied most.

39
Table no.1.13 Table showing how many customer have complaints
about Bike.

Particulars No. Of respondents % of respondents

Yes 28 28%
No 72 72%
Total 100 100%

% of customers having complaint regarding bike

28%

Yes
No

72%

Interpretation:-
From the above graph and table it is observed that most of the respondents there is
no complaint regarding bike i.e. 72%, & only 28% of respondents have complaint
regarding the bike.

40
Table no.1.14 showing about customer facing problem regarding the
Bike.

Problem No. of Respondents % of Respondents

Tyre 40 40%
Mileage 36 36%
Pick up 16 16%
Back light 08 8%
Total 100 100%

Customer Facing Problem regarding bike

45

40

35

30

25

20 40
36
15

10
16
5
8
0
Tyre mileage Pick up Back light

Interpretation:-
From the above table and graph it is observed that, accordingly 47% of the
respondents are facing problem in tyre,36% of the respondents are facing problem in
mileage, were as 11% of the respondents are facing problem in pick up, and only 6% of
the respondents are facing problem in backlight of the bike.

41
 Chapter No:-V
OBSERVATIONS & FINDINGS

1. It is observed that most of the respondents fall in the income group of below
10,000 i.e. 36%, while the other 28% fall in the income group of 10000 - 20000, 20% all
in the group of below 10,000, & only few i.e. 16% are respondent of above 30,000 so,
most of the customer do not have good financial background they have to take loan.

2. It is observed that most of the respondents are using the Black colour bike i.e.
44%, 28% are uses Red with black colour bike, 10% of the respondent uses Blue colour
bike, 4% of the respondent uses Grey colour bike, 2% of the respondent uses Green
colour bike, 12% of the use Red colour bike so, mostly prefer the black colour bike that‟s
easy to keep clean.

3. It is observed that, most of the respondents were suggested by family members

i.e. 44% , 32% of the respondents were suggested by friends, 14% of the respondents
were suggested by relatives, 10% of the respondents were suggested by other to purchase
this bike.

4. It is observed that most of respondents are attracted by mileage & look .i.e. 38%
each and 20% by comfort, so on the basis mostly customer is attracted because Mileage
and look.

5. It is observed that most of the respondents are satisfied with dealer‟s service i.e.
90%.

6. It is also observed that most of the respondents were satisfied & extremely
satisfied were 72% with fuel consumption & only 14% of the respondents were
dissatisfied with fuel consumption of bike.

42
7. Most of the respondents were satisfied with design i.e. 96%, only few are
dissatisfied.

8. It is observed that most of the respondents are i.e. is 96% are totally satisfied the
bike.

9. It is observed that, According to most of the respondents there is no complaint

regarding bike i.e. 72%, &only 28% of respondents have complaint regarding the bike.

10. It is observed that, most of respondents i.e. is 40% are facing problem in tyre,
only 36% of the respondents are facing problem in mileage, were as 16% are facing
problem in pick up and only few 8% are facing problem in backlight of the bike.

43
 CHAPTER -VI

SUGGESTIONS:-

 
Product:-
(a) Most of customer is attracted because Mileage and look so company always can work on
it.
(b) Tyre quality may be improved.
(c) Most of the respondents were extremely satisfied with fuel consumption, so company
May try to maintain it continuously.
(d) BHP (break horsepower) & gear box can be improved, noise is generated when bike pass
through pot holes.

 
Price:-
The most students don‟t have sound financial position so company must try to
provide loan facilities.
They can charge nominal rate of servicing by which customers can afford to pay.

 
Ambience & service:-
Ambience & Service provided by them is average type & the company may work
more on the improvement of the ambience & service.

 
 It can also the increase the time of servicing.(8 Am to 8 Pm)
 
They can improve the surrounding cleanliness.

 
Quality:-
Service quality can be improved.


Most of respondents i.e. are 47% are facing problem in tyre, so company can improve
 tyre quality.

Some are therespondents are facing problem in mileage also so company have to work
on mileage.

44
 
 Avoid cleaning, rather than service improvement parts of bike like Carborator, engine,
plug setting etc.
 
Dealer can handle customer‟s problems very carefully.

 
Advertisement:-
They should make customers aware of various schemes & offers provided by
company through
 
 Newspaper
 
 Hoardings
 
FM

 
Promotion:-
Various discounts may be offered to regular customers who is using bike from
last 1year.
Discounts can be offered on spare parts of the bike. Seasonal cash discounts can
also be offered on the bike.

45
 APPENDIX
“A STUDY OF CUSTOMER SATISFACTION TOWARDS HONDA
MOTORCYCLE” QUESTIONNAIRE
Personal Details:-
A. Name:-
B. Gender:-
Male
Female
C. Age:-
D. Occupation:
1. What is your monthly income?
a. Below 10000  b. 10000-20000 
c. 20000-30000  d. Above 30000 
2. Since when are you using bike ?
a. 6 month  b.1 Year 
c. 2 Year  d. Above 2 Year 

3.Which company‟s bike do you use?

a. Honda  b.Bajaj 

c. Hero  d.Yamaha 
4.From where do you got suggestions to purchase the bike?
 
a. Friend b. Family member
 
c. Relative d. other
5. Which feature attracted you to buy this bike?
 
a.Mileage b. Look
 
c. Comfort d .Other
6. Are you satisfied with dealer‟s services ?

 
a.Yes b.No

46
7. To what extent are to satisfied with fuel consumption?

a. Extremly satisfied

b. Satisfied

c. Dis-satisfied
8. Are you satisfied with the bike design ?
 
a. Yes b. No
9. What is your perception towards bike?
a. Very Good  b. Average 

c. Good  d. Poor 

10. How much are you satisfied with the safety and comfort of the bike.

a. Extremely satisfied

b. Satisfied

c. Dis-satisfied
11. About which factor are you satisfied with bike?
 
a. Maintainece b. Features
 
c. Look d. Average
12. Do you have any complaint about bike ?
 
a.Yes b.No
13. What type of problem do you face in the bike?
 
a. Tyre b. Pick-up
 
c.Mileage d. Engine
14. Did the sales executive explained you about the feature and the price in detail?
 
a.Yes b.No
15. Your over all rating about Honda bikes ?
a. Good  b. Satisfied 

c. Dis-satisfied  d. Bad 

47
 BIBLIOGRAPHY

BOOKS:

1. Christopher Lovelock, JochenWritz, JayantaChattarjee. Service Marketing 5th

Edition Pearson Edition Page No. 110-115
2. Valarie A Zenithal… Ajay Pandit. Service Marketing 4th Edition Tata McGraw-
Hill Publishing Page No. 443-453
3. Philip Kottler, Kevin Lane Keller, Marketing Management. 13th Edition Eastern
Economy Edition Page No. 3-14, 120-130
4. C.R. Kothari Business Research Methodology, Second Revised Edition New
Age International Publication Page No. 2-4, 31-32, 55-67, 95-105

WEBSITES:

www.honda2wheelersindia.com

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