SJIF Impact Factor: 7.001| ISI I.F.Value:1.241| Journal DOI: 10.

36713/epra2016 ISSN: 2455-7838(Online)

EPRA International Journal of Research and Development (IJRD)
Volume: 5 | Issue: 12 | December 2020 - Peer Reviewed Journal

A STUDY ON CUSTOMER SATISFACTION ON KTM

MOTORCYCLE
(WITH SPECIAL REFERENCE TO COIMBATORE CITY)

Dr.N. Ramya
Assistant Professor, Department of Commerce with Professional Accounting,
Dr.N.G.P Arts and Science College, Coimbatore

Nithish K.K
Student of III B.com (PA), Department of Commerce with Professional Accounting,
Dr.N.G.P Arts and Science College, Coimbatore

ABSTRACT
In general, satisfaction is a person’s feeling of pleasure or disappointment resulting from comparing a person
product’s perceived performance in related to his or her expectations. If the performances falls short of expectation,
the consumer is dissatisfied. If the performance matches the expectations, the consumer is satisfied. If the
performance exceeds his or her expectation, the consumer is delighted. The link between consumer satisfaction and
consumer loyalty is not proportional. Suppose consumer satisfaction is rated on scale from one to five. At a very
low level of consumer satisfaction, consumers are likely to abandon the company and even had-mouth it. At levels
two or four, consumers are fairly satisfied but still find easy to switch when a better product comes alone. At level
five, the customer is very likely to repurchase and even spread good word of mouth about the company. High
satisfaction or delightment creates an emotional bond with the brand or company.
KEYWORDS: Satisfaction, factors, consumer, buying behaviour, two wheeler, Percentage analysis, Ranking
analysis, Likert analysis etc.,

INTRODUCTION satisfaction is seen as a key differentiator and

Satisfaction is a person’s feelings of pleasure or increasingly has become a key element of business
disappointment resulting from comparing a products strategy customer satisfaction drives successful
perception performance in relation to his or her private sector business.
expectation”. As the makes it clear, satisfaction is a Especially the youngsters prefer motorbikes rather
function of perceived performance and expectations. than cars. Capturing a large share in the two-wheeler
If the performance falls short of the expectations of industry, bikes and scooters cover a major segment.
the customers, the customer is dissatisfied. If the Bikes are considered to be the favourite among the
performance exceeds the expectations, the customer youth generation.
is highly satisfied or delighted. Many companies are India is the second largest manufacturer and
aiming for high satisfaction because customers who producer of two-wheelers in the world. It stands next
are just satisfied still find it easy to switch, when a only to Japan and China in terms of the number of
better offer comes along. two-wheelers produced and domestic sales
Customer satisfaction is a measure of how respectively. This distinction was achieved due to
products and services supplied by a company meet or variety of reasons like restrictive policy followed by
surpass customer expectation. It is seen as a the Government of India towards the passenger car
significant performance indicator within business and industry, rising demand for personal transport,
part of the four prospective of the balanced inefficiency in the public transportation system etc
scorecard. In a competitive marketplace where The year 2012 was important for the Indian
businesses complete for customers, customer motorcycling industry as it was the time when KTM,

2020 EPRA IJRD | Journal DOI: https://doi.org/10.36713/epra2016 | www.eprajournals.com |148 |

 SJIF Impact Factor: 7.001| ISI I.F.Value:1.241| Journal DOI: 10.36713/epra2016 ISSN: 2455-7838(Online)
EPRA International Journal of Research and Development (IJRD)
Volume: 5 | Issue: 12 | December 2020 - Peer Reviewed Journal

in partnership with Bajaj Auto, introduced the biking LIMITATION OF THE STUDY
aficionados to the true thrill of 200cc motorcycles at Through every care was taken and all intervening
an unbeatable price with the launch of the Duke 200. factors considered still, the following limitations
Here was a product that delivered performance were inevitable.
that the 200cc segment of motorcycles had never  This study is mainly based on the customer
seen at a ridiculously affordable price tag. satisfaction, but the customer satisfaction
will always changing in nature.
STATEMENT OF THE PROBLEM  The study was conformed to two-wheeler
The reason for customer satisfaction towards consumers in Coimbatore only.
KTM bike was evaluated by getting feedback from
the customers and findings. Customer satisfaction REVIEW OF LITERATURE
provides an indication of how successful the G.Mahalakshmi (2014) : To find out the customer
organization is providing products and services to the satisfaction level in TVS XL and analysis the factors
market place. The study would help the company to influencing the usage of TVS XL. This study is based
improve the sales and services of KTM bikes. on the primary data. The primary data have been
collected from questionnaire method. The primary
SCOPE OF THE STUDY data was collected from 240 respondents. Out of 240
In the current scenario, the automobile sector is respondence, 70 respondence is features attracted in
the fastest growing sector in India. Innovation and riding comfort and 18 respondents are other features
Adoption of latest feature have raised the attracted.
competitiveness in the automobile sector. The study G.Ramaya & KVR.Rajandran(2018) : To
is aimed at identifying the level of consumer identify the customer Satisfaction of Honda two
perception towards two-wheelers effect on wheelers. The research is a descriptive study based
consumers buying behavior. The outcome of the on survey method. Both primary and secondary data
study makes clear that the perception about the KTM have been used in this study. The primary data was
motors holds in the place of mind of the customers collected from 50 respondents. Data are collected
which could be useful for management to from various publication of journals, newspapers,
formulating the strategies in future sales growth plans web sites. Maximum number of people felt that brand
of the two-wheelers. ambassadors will affects at the time of purchasing the
products. The performance and design are nice when
OBJECTIVES OF THE STUDY compared to other models.
 To know the factors influencing the Sanjupa giri & Kumar Thapa(2016) : To identify
customer decisions to purchase KTM bikes. the customer Satisfaction of two wheelers after sales
 To study the satisfaction level of consumers and service. Kano Model analysis and the customer
on KTM Bikes. satisfaction in term of major and supporting after
 To know about the company’s services after sales services. The research found out that the
sales and service. satisfaction level depends on brand of the bike.
Research found that there is no relationship between
occupation and customer satisfaction. They agreed
RESEARCH METHODOLOGY that the customer satisfaction could only obtained
AREA OF THE STUDY
with help of effective after sales and service.
Coimbatore is selected for the location of the
Sharmila Devui M, Ankitbose, Gopinathan,
study.
Ninushaarm , Bharthvajan(2019) : To find out
SOURCE OF DATA
there problems faced by the respondents in using
The Primary data were collected through a well-
two wheelers. This study is an imperial study
framed and structured questionnaire from the number
combining the use to both primary data and
of respondents.
secondary data. Data have been collected from 120
Secondary data were collected from various
respondence of the study area. For selecting
Journals, website and internet.
respondence, convenience sampling technique was
SAMPLE SIZE used. Point scaling technique was used to analysis
The sample size consisting of 120 respondents to
customer satisfaction towards Hero. The study shows
measure the customer’s satisfaction towards KTM
that most of the respondents have opinion about the
motors in Coimbatore.
price level is low.
TOOLS& TECHNIQUES
Percentage analysis, Ranking analysis, Likert
analysis were used to analyse the data.

2020 EPRA IJRD | Journal DOI: https://doi.org/10.36713/epra2016 | www.eprajournals.com |149 |

 SJIF Impact Factor: 7.001| ISI I.F.Value:1.241| Journal DOI: 10.36713/epra2016 ISSN: 2455-7838(Online)
EPRA International Journal of Research and Development (IJRD)
Volume: 5 | Issue: 12 | December 2020 - Peer Reviewed Journal

DATA ANALYSIS &  Percentage Analysis

INTERPRETATION  Ranking Analysis
The collected data were grouped, edited, tabulated in  Likert Scale Analysis
a master table and analysed using the following
statistical tools.

Table showing level of satisfaction of respondents in design of vehicle

Factors No. of Respondents Likert Scale Total Score
(fx)
Highly satisfied 42 5 210
Satisfied 45 4 180
Neutral 29 3 87
Dissatisfied 1 2 2
Highly dissatisfied 3 1 3
Total 120 15 482
Source: Primary Data

Formula
Likert scale = (fx) / Total number respondents
= 482/120
= 4.00
INTERPRETATION - Likert scale value is 4.00, of the respondents are satisfied in KTM vehicle
its greater than the mid value (3). Hence the majority design.

Table showing level of satisfaction of respondents in riding comfort

Factors No. of Respondents Likert Scale Total Score
(fx)
Highly satisfied 12 5 65
Satisfied 52 4 208
Neutral 21 3 63
Dissatisfied 19 2 38
Highly dissatisfied 15 1 15
Total 120 15 389
Source: Primary Data

Formula
Likert scale = (fx) / Total number respondents
= 389/120
= 3.25

INTERPRETATION
Likert scale value is 3.25. Hence the majority of
the respondents are moderate in riding comfort of
KTM vehicle.

Table showing level of satisfaction of respondents in service charge

Factors No. of Respondents Likert Scale Total Score
(fx)
Highly satisfied 10 5 50
Satisfied 31 4 124
Neutral 52 3 156
Dissatisfied 16 2 32
Highly dissatisfied 11 1 11
Total 120 15 373
Source: Primary Data

2020 EPRA IJRD | Journal DOI: https://doi.org/10.36713/epra2016 | www.eprajournals.com |150 |

 SJIF Impact Factor: 7.001| ISI I.F.Value:1.241| Journal DOI: 10.36713/epra2016 ISSN: 2455-7838(Online)
EPRA International Journal of Research and Development (IJRD)
Volume: 5 | Issue: 12 | December 2020 - Peer Reviewed Journal

Formula
Likert scale = (fx) / Total number respondents
= 373/120
= 3.10
INTERPRETATION- Likert scale value is 3.10.
Hence the majority of the respondents are moderate
in service charges of KTM vehicle.

Table showing level of satisfaction of respondents in overall experience

Factors No. of Respondents Likert Scale Total Score
(fx)
Highly satisfied 10 5 50
Satisfied 53 4 212
Neutral 37 3 111
Dissatisfied 17 2 34
Highly dissatisfied 3 1 3
Total 120 15 410
Source: Primary Data

Formula
Likert scale = (fx) / Total number respondents
= 410 /120
= 3.42
INTERPRETATION - Likert scale value is 3.42 respondents are satisfied in overall experience of
is greater than mid value (3). The majority of the KTM vehicle.

Table showing ranking factor in KTM vehicle of respondents

Factors R1 R2 R3 R4 R5 Total Final
Rank
Breaking 28 (5) 42 (4) 18 (3) 16 (2) 16 (1) 410 II
Engine performance 26 (5) 23 (4) 20 (3) 31 (2) 20 (1) 364 III
Initial pickup 36 (5) 14 (4) 26 (3) 21 (2) 23 (1) 479 I
Handling comfort 14 (5) 18 (4) 23 (3) 35 (2) 30 (1) 311 V
Mileage 16 (5) 24 (4) 32 (3) 17 (2) 31 (1) 337 IV
Source: Primary Data

INTERPRETATION 
52% of the respondents get KTM
In KTM vehicle, the respondents have ranked motorcycle for test drive on their Showroom
initial pickup as first (1), breaking power is ranked as visit
second (2), Engine performance is ranked as third  37% of the respondents noticed a top speed
(3), Mileage is ranked as fourth (4) factor and finally of 120 while riding
Handling comfort is ranked as fifth (5) by the  37% of respondents get KTM vehicle for its
respondents. Speed
 32% of the respondents Purchased KTM
FINDINGS vehicle in 2-3 years
SIMPLE PERCENTAGE ANALYSIS  36% of respondents face the problem of
 38% of the respondents come under the age non-availability of spares at the time of
group of 20- 30 years service
 58% of the respondents are Male  32% of the respondents get influenced by
 36% of the respondents get information the Power of KTM vehicle
from their friends  45% of the respondents have 250cc engine
 34% of the respondents get attracted by the KTM motorcycle
Mileage of KTM vehicle LIKERT SCALE ANALYSIS
 52% of the respondents get delivery of bike  Likert scale value is 4.0. so, the customers
on promised time are satisfied in KTM vehicle design.

2020 EPRA IJRD | Journal DOI: https://doi.org/10.36713/epra2016 | www.eprajournals.com |151 |

 SJIF Impact Factor: 7.001| ISI I.F.Value:1.241| Journal DOI: 10.36713/epra2016 ISSN: 2455-7838(Online)
EPRA International Journal of Research and Development (IJRD)
Volume: 5 | Issue: 12 | December 2020 - Peer Reviewed Journal

 Likert scale value is 3.25 so, the customers  Vehicles are not provided on the promised
are moderate in riding comfort of KTM date after services, company should improve
vehicle. the time of delivery.
 Likert scale value is 3.10 so, the customers
are moderate in service charges of KTM CONCLUSION
vehicle. This study was conducted with the aim of the
 Likert scale value is 3.42 so, the customers customer satisfaction on KTM motorcycles. The
are satisfied in overall experience of KTM sample was collected from the customers who hold
vehicle. the KTM two-wheelers and know about the
satisfaction level of the KTM bikes. In this study,
RANK ANALYSIS most of the respondent are having good opinion
 According to the source collected the first about the KTM bikes and the finding and the
preference of factor is given to the Initial suggestion of the study will support the company in
preference of KTM motorcycle. an effective and better way.

SUGGESTION REFERENCE
 The main dissatisfying factor is non 1. Research methodology, written by C.R.Kothari in
availability spare parts so the company can their study,” A study on customer satisfaction on two-
improve the spare parts factor. wheelers.
 Test drive should be available for all models 2. M.Arutselvi in the study “A study on customer
in showroom. satisfaction towards TVS bikes”.
3. Statistical Method, written by S.P.Gupta, Sultan
 Many customers are dissatisfied by mileage
Chand & Sons, New Delhi.
company can improve the mileage 4. Duggani Yuvaraju and DurgaRao in the study “
 Many customer are came to know about the Customer satisfaction towards Honda Two Wheelers:
company by friends, the company can In case study in tirupathi”.
improve the advertising factor.

2020 EPRA IJRD | Journal DOI: https://doi.org/10.36713/epra2016 | www.eprajournals.com |152 |