Annexure-I

SUMMER INTERNSHIP REPORT

ON

CUSTOMER RELATIONSHIP MANAGEMENT AT HONDA

Submitted in the partial fulfillment of the degree of

Bachelor of Business Administration

(2023)

SUBMITTED BY : HIMANSHU SAHDEV

ENROLLMENT NO.- 03913401921

Under the guidance of

DR. DEEPA JAIN

ASSOCIATE PROFESSOR

Ideal Institute of Management & Technology

(16 X, Karkardooma Institutional Area, Delhi-92)

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 Annexure-II

CERTIFICATE

This is to certify that Project Report entitled, “SUMMER INTERNSHIP” is Bonafede work
carried out by HIMANSHU SAHDEV Student of BBA (CAM), Ideal Institute of Management
and Technology (affiliated to GGSIP University, Delhi) sin partial fulfilment of the requirement
for the award of degree of Bachelor of Business Administration, under my guidance &
Direction. To the best of my knowledge and belief the data & information presented by
him/her in the project report has not been submitted for the award of any other degree.

DR. DEEPA JAIN

SR ASSISTANT PROFESSOR

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 INDEX

S. SNO. Content Page No. Sign.

1. COVER AND TITLE PAGE 1-3

2. PLAN OF THE STUDY 4-13

a. Introduction
b. Objective of the study
c. Literature Review
3. COMPANY PROFILE 14-34

4. RESEARCH METHODOLOGY 35-38

5. DATA COLLECTION AND DATA ANALYSIS 39-54

6. FINDINGS AND CONCLUSION 55-57

7. SUGGESTION/RECOMMENDATION 58-59

8. BIBLIOGRAPHY 60-62

9. ANNEXURE 63-65

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 CHAPTER :1

PLAN OF STUDY

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 INTRODUCTION

Marketing starts with identifying the needs of customers and ends in satisfying those wants.
The goal of marketing is to attract new customers by promising superior value and to keep
current customers by delivering satisfaction based on their preferences retaining them.
As the customers are regarded as the superiors in today’s market, the level of satisfaction and
their preferences should be keenly studied.
The two-wheeler industry has been expanding rapidly. Gone are the days when possessing a
two-wheeler was seen as a luxury. Now days, it is viewed as a mere necessity.
Prior, sale of two-wheelers was mainly confined to urban areas but lately in rural areas the
bicycles are being replaced by power driventwo-wheelers such as scooters, motorcycles.
Not only this, this industry has also customers ranging from all demographic segments. It has
been common sights that even school going children are driving two-wheelers. The women
customers are also increasing due to increase in women literacy and employment.
Getting a new customer is difficult, than retaining a current customer is a more difficult
one and not only that it is estimated that the cost of attracting a new customer is five times the
cost of retaining current customer. It requires a great deal of effort to induce satisfied customer
to switch away from their current preference. Thus, customer satisfaction is been given top
priority in today’s competitive world.
Therefore, keeping the above stated objective in mind, this study will be conducted toascertain
the customer’s satisfaction towards HONDA two-wheelers in HONDA MotoCorp Ltd. In view
of this, a detailed study of customer preferences, levels of satisfaction and their complaints and
suggestions will be undertaken.

The Dissertationis all about measuring the customer satisfaction in HONDA Motors. Every
company is trying to satisfy its customers. The emphasis is on ways of retaining customers,
then on attracting new customers. It is easy to attract new customers then to retain old
customers. So, companies are trying to focus on this aspect of customer’s satisfaction.

The sale of a product does not end with the sale transaction but it is the point at which
the original marketing concept starts. The marketer has to see that whether the customer
satisfied with that particular product/service or not. The post purchase behavior is important
for a marketer. If there is any cognitive dissonance in the minds of the customers then that is
enough to lose a customer. Keeping this in mind the companies are giving more importance to
customer satisfaction.
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 This project work has been done to find out whether a customer is satisfied or
dissatisfied, also to measure the level of the customer satisfaction and provide this feedback
to the company. The first phase of the project involves the collection of information from the
customers for interpreting the characteristics based on which the customer feels satisfied or
dissatisfied. This information is collected by preparing a structured questionnaire. The
questionnaire consists of both open-ended and closed-ended questions. The questionnaire is
designed in such a way that a customer feels convenient to answer.

The collated information through the questionnaire is analyzed and presented in a

statistical form. The findings are listed and suggestions to solve problems faced have been
given in the suggestion part.

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 INTRODUCTION TO CUSTOMER SATISFACTION

Whether the buyer is satisfied after purchase depends on the offers performance in relation to
the buyer expectation. In general satisfaction are a person’s feelings of pleasure or
disappointment resulting from comparing a product perceived performance relation to his/her
expectations. If the performance falls short of expectation, the customer is dissatisfied. If the
performance matches the expectation customer is satisfied. If the performance exceeds the
expectation the customer is highly satisfied.

Customer satisfaction cannot be very difficult. After all you either satisfied with the
services you receive or you are not. If you don’t you are not. If it is that easy, then obtaining
people's opinion about how satisfied they are with relatively straight forward matter- or is it?
Customer satisfaction is a marketing tool and a definite value added benefit. It is often
perceived by customers as important as the primary product or service your organization offers.
It looks at what is involved from 3 different angles, the first is from the view of an organization
wishing to understand, and measures, how satisfied its customer are with the products and
services they receive from it. The second is from the perspective of a research agency that has
been asked to obtain feedback from customers and about their experiences when dealing with
companies. Finally it considers the issue from the perspective of consumers who participate
in surveys, including both business customers and members of general public

MEANING OF CUSTOMER SATISFACTION

Customer satisfaction is a business term, is a measure of how products and services

supplied by a company meet or surpass customer expectation. It is seen as a key performance
indicator within business and part of the four prospective of balanced score card.

In a competitive market place were businesses compete for customers, customer

satisfaction is seen as a key differentiator and increasingly has become a key element of
business strategy customer satisfaction drives successful private sector business.

High performing businesses have developed principles and strategies for achieving
customer satisfaction. This paper presents a framework or set of ideas for using

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Customer satisfaction principles and strategies to improve the quality responsiveness, and
possibility of public sector privately provided services in vulnerable communities

The framework suggested that resident who live in tough neighborhoods can be supported
through customer satisfaction strategies to become empowered individuals who informed
perspectives influence decisions about what, how, when, and where services are available to
them.

Customer satisfaction is the customer’s response to the evaluation of the perceived discrepancy
between prior expectation and the actual performance of the product as perceived after its
consumption.

DEFINITION

Cocotte, woodruff and Jenkins (1987) define customer satisfaction as "conceptualized as a

feeling developed from an evaluation of the experience."

HERE, the timing of satisfaction response is driving consumption.

BUT there is general agreement with kotler (2003) that "customer satisfaction is a
person's feeling of pleasure or disappointment resulting from comparing a products perceived
performance in relation to his or her expectation." In short customer satisfaction is "The
provision of goods or services which fulfill the customer expectation in terms of quality and
service, in relation to price paid."

IMPORTANCE OF CUSTOMER SATISFACTION

It costs at least 7 times more to source a new customer than it does to retain existing
one a 'satisfied' customer tells 5-7 people in a year whilst a 'dissatisfied' customer will tell 14-
15 people.

 Companies can boost profits anywhere from 25% to 125% by retaining a mere 5%
more of their exciting customers.
 Totally satisfied customers were 6 times more likely to use that services and
commend it than ' satisfied' customers.
 Customers who have a bad experience with you and do not complain are only 37%
likely to still do business with you.

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  Customers who have an opportunity to complain and the complaint is achieved are
95% likely to still do business with you.

FACTORS OF CUSTOMER SATISFACTION

1. Service of quality
2. reliability of service
3. knowledge of the staff
4. Being kept informed of progress
5. The way service kept its promises
6. The way the service handled any problem Friendliness of staff
7. How sympathetic staff were to your needs
8. Speed of enquiries
9. Number of time had to contact the service.

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 OBJECTIVE OF THE STUDY

This study was conducted keeping the following objectives in mind.

1. To study the factors which influence the purchase of HONDA two-wheelers?
2. To know the customer level of awareness of HONDA two-wheelers.
3. To know the various factors, which influence customers in purchasing, they’re two -
wheelers?
4. To find the after sales service offered by HONDA MotoCorp Ltd.
5. To know the customer level of satisfaction of HONDA two-wheelers with respect to
Hero MotoCorp Ltd.
6. To understand two wheeler sector in India.
7. How the split with Honda has affected HONDA motors.

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 LITERATURE REVIEW

Despite extensive research in the years since Cardozo’s (1965) classic article, researchers have
yet to develop a consensual definition of consumer satisfaction. Oliver (1997) addresses this
definitional issue by paraphrasing the emotion literature, noting that "everyone knows what
[satisfaction] is until asked to give a definition. Then it seems, nobody knows" (p. 13). Based
on the perception that satisfaction has been defined, most research focuses on testing models
of consumer satisfaction (e.g., Mano and Oliver 1993; Oliver 1993; Oliver andDeSarbo 1988;
Spreng, MacKenzie, and Olshavsky 1996; Tse and Wilton 1988) while definitional
considerations have received little attention. As a result, the literature is replete with different
conceptual and operational definitions of consumer satisfaction (see Table 1). As Peterson and
Wilson (1992) suggest, "Studies of customer satisfaction are perhaps best characterized by their
lack of definitional and methodological standardization" (p. 62). A basic definitional
inconsistency is evident by the debate of whether satisfaction is a process or an outcome (Yi
1990). More precisely, consumer satisfaction definitions have either emphasized an evaluation
process (e.g., Fornell 1992; Hunt 1977; Oliver 1981) or a response to an evaluation process
(e.g., Halstead, Hartman, and Schmidt 1994; Howard and Sheth 1969; Oliver 1997, 1981; Tse
and Wilton 1988; Westbrook and Reilly 1983). From a general definition perspective, process
definitions are problematic in that there is little consistency in the satisfaction process. From
an operational perspective, process definitions are plagued by antecedent constructs included
in the conceptual definition; thus, there is an overlap between the domains of the determinative
process constructs and the consumer satisfaction construct. Most definitions have favored the
notion of consumer satisfaction as a response to an evaluation process. Specifically, there is an
overriding theme of consumer satisfaction as a summary concept (i.e., a fulfillment response
(Oliver 1997); affective response (Halstead, Hartman, and Schmidt 1994); overall evaluation
(Fornell 1992); psychological state (Howard and Sheth 1969); global evaluative judgment
(Westbrook 1987); summary attribute phenomenon (Oliver 1992); or evaluative response (Day
1984)). However, there is disagreement concerning the nature of this summary concept.
Researchers portray consumer satisfaction as either a cognitive response (e.g., Bolton and Drew
1991; Howard and Sheth 1969; Tse and Wilton 1988) or an affective response (e.g., Cadotte,
Woodruff, and Jenkins 1987; Halstead, Hartman, and Schmidt 1994; Westbrook and Reilly
1983). Furthermore, operational definitions may include a behavioral dimension of satisfaction
(e.g., "I would recommend the school to students interested in a business career." (Halstead,
Hartman, and
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discrepant terms to mean satisfaction as determined by the final user: consumer satisfaction
(e.g., Cronin and Taylor 1992; Oliver 1993; Spreng, MacKenzie, and Olshavsky 1996; Tse and
Wilton 1988; Westbrook 1980), customer satisfaction (e.g., Churchill and Surprenant 1982;
Fornell 1992; Halstead, Hartman, and Schmidt 1994; Smith, Bolton, and Wagner 1999), or
simply, satisfaction (e.g., Kouril sky and Murray 1981; Mittal, Kumar, and Tsiros 1999; Oliver
1992; Oliver and Swan 1989). These terms are used somewhat interchangeably, with limited,
if any, justification for the use of any particular term. The lack of a consensus definition for
satisfaction creates three serious problems for consumer satisfaction research: selecting an
appropriate definition for a given study; operationalizing the definition; and interpreting and
comparing empirical results. These three problems affect the basic structure and outcomes of
marketing research and theory testing. When discussing and testing theory it is critical to
explicate the conceptual domain. Part of this process is defining the constructs of interest and
explaining why this conceptualization is appropriate. For constructs having a consensus
definition, this issue does not need to be addressed in each and every study. However, if
multiple definitions for a construct exist, then researchers must explicitly define and justify the
definition selected. Unfortunately, most satisfaction researchers do not justify their choice of
definition. In some cases, satisfaction is not defined at all. Even if a researcher attempts to define
satisfaction, there are no clear guidelines for selecting an appropriate definition for a given
context. As a result, the selection of a definition for satisfaction becomes idiosyncratic.
Academy of Marketing Science Review Volume 2000 No. 1 Available:
http://www.amsreview.org/articles/giese01-2000.pdf Copyright © 2002 – Academy of
Marketing Science. Giese and Cote / Defining Consumer Satisfaction 2 A second problem is
the development of valid measures of satisfaction. Defining a construct’s theoretical meaning
and conceptual domain are necessary steps to developing appropriate measures and obtaining
valid results (Bollen 1989; Churchill 1979; Gerbing and Anderson 1988). If the choice of a
consumer satisfaction definition, or lack thereof, is not justified, it is unclear whether the
measures used are appropriate or valid. As Marsh and Yeung (1999) point out, "the meaning
attributed to the items and the underlying nature of the measured . . . construct are changed by
the context within which they appear" (bold added). This problem becomes more serious as the
measure becomes more global in nature. Thus, the "chameleon effect" described by Marsh and
Yeung (1999) is rampant in satisfaction research. Generally worded, global measures provide
no guidance to respondents or other researchers for interpreting the exact meaning of
satisfaction. In this situation, respondents will interpret the meaning of "satisfaction" based
on the other cues including instructions, other measured

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constructs, and products being assessed. Given the lack of a clear definition or definitional
framework, developing context-specific items becomes difficult and idiosyncratic. For
example, Westbrook (1987) defines satisfaction as a "global evaluative judgment aboutproduct
usage/consumption" (p. 260). This definition provides little guidance for developing context-
specific measures. Based on this definition, satisfaction was assessed using an item like the
following: How do you feel about the product or product usage? (I feel delighted/terrible).
While this item is consistent with the definition, Marsh and Yeung (1999) would argue it is
subject to chameleon effects. As they note: We evaluate support for the chameleon effect that
hypothesizes that an open-ended (content-free) item such as those appearing on most esteem
scales (e.g., "I feel good about myself," "Overall, I have a lot to be proud of," "Overall, I am
no good") takes on the meaning of items with which it appears. For example, if the item "I feel
good about myself" appears on a survey in which all of the other items refer to academic
situations, then respondents are more likely to respond in terms of how they feel about
themselves academically. On the other hand, if all of the other items on the survey refer to
their physical conditions, then respondents are more likely to respond tothe same item in
terms of how they feel about themselves physically (page 49). Similarly, the meaning of the
"delighted-terrible" question posed above would change depending on other items and
contextual information in the study. Without a consensus definition of satisfaction that can be
used to develop context specific measures, the combination of explicit and implicit (chameleon
effect) inconsistencies prevents meaningful conclusions about consumer satisfaction. Perhaps
the most serious problem caused by the lack of a consensus definition is the inability to interpret
and compare empirical results. Peterson and Wilson (1992) note that differences in results
depend on how satisfaction was operationalized. For example, how do expectations influence
satisfaction? It is impossible to compare results across studies since differences in the definition
and operationalization of satisfaction will influence the role of expectations in the model.
Furthermore, expectations may be irrelevant for the particular context in which satisfaction is
being determined. A specific concern to managers is that uninterpretable results are essentially
results that can not provide information to make decisions. Thus, a lack of definitional and
measurement standardization limits the degree to which generalizations can be developed; a
lack of definitional standardization limits the degree to which results can be explained,
justified, and compared. Without definitional explication, true satisfaction can be elusive. A
brief example may illustrate the relevance of a standardized definition of consumer satisfaction

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 CHAPTER-2
COMPANY PROFILE

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 COMPANY PROFILE

Hero MotoCorp Ltd. (Formerly Honda Motors Ltd.) is the world's largest manufacturer of two
- wheelers, based in India. In India, it has a market share of about 46% share in 2 - wheeler
category. The 2006 Forbes 200 Most Respected companies list has HONDA Motors ranked at
108. On 31 March 2013, the market capitalisation of the company was INR 308 billion (USD
5.66 billion)

Hero Honda started in 1984 as a joint venture with HONDA Cycles of India and Honda of
Japan. In 2010, when Honda decided to move out of the joint venture, Hero Group bought the
shares held by Honda. Subsequently, in August 2011 the company was renamed HONDA
MotoCorp with a new corporate identity.

In 2001, the company achieved the coveted position of being the largest two-wheeler
manufacturing company in India and also, the 'World No.1' two-wheeler company in terms of
unit volume sales in a calendar year. HONDA MotoCorp Ltd. continues to maintain this
position till date.

HONDA MotoCorp is now world’s largest manufacturer of two-wheelers. The company has
benefited from the demand shift to motorcycles, as it focuses solely on this product segment
(although has a product called Pleasure in Scooter segment). With fuel efficiency and riding
comfort as the main selling points, HMC has been able to address a wide market and post robust
sales growth even after its separation from the Japanese major Honda.

VISION

The story began with a simple vision – the vision of a mobile and an empowered India, powered
by its bikes. HONDA MotoCorp Ltd., company’s new identity, reflects its commitment
towards providing world class mobility solutions with renewed focus on expanding company’s
footprint in the global arena.

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MISSION

HONDA MotoCorp's mission is to become a global enterprise fulfilling its customers' needs
and aspirations for mobility, setting benchmarks in technology, styling and quality so that it
converts its customers into its brand advocates. The company will provide an engaging
environment for its people to perform to their true potential. It will continue its focus on value
creation and enduring relationships with its partners.

STRATEGY

HONDA MotoCorp's key strategies are to build a 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.

MANUFACTURING

HONDA MotoCorp two wheelers are manufactured across three globally benchmarked
manufacturing facilities. Two of these are based at Gurgaon and Dharuhera which are located
in the state of Haryana in northern India. The third and the latest manufacturing plant are based
at Haridwar, in the hill state of Uttrakhand.

TECHNOLOGY

In the 1980's the Company pioneered the introduction of fuel-efficient, environment friendly
four-stroke motorcycles in the country. It became the first company to launch the Fuel Injection
(FI) technology in Indian motorcycles, with the launch of the Glamour FI in June 2006.

Its plants use world class equipment and processes and have become a benchmark in leanness
and productivity.

HONDA MotoCorp, in its endeavor to remain a pioneer in technology, will continue to

innovate and develop cutting edge products and processes

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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 MotoCorp's extensive sales
and service network now spans over to 5000 customer touch points. These comprise a mix of
authorized dealerships, service & spare parts outlets and dealer-appointed outlets across the
country.

Supply chain management

As the Company prepares to produce a wider range of products, efforts are being taken to align
the supply chain and prime up its supplier base. During the year, the Company kick - started the
process of migrating its existing brands to the new brand. The exercise is expected to be
completed during 2012-13.

During the year, the Company also commenced the process of working with its vendors to
develop new parts. The Company’s Supply Chain Management function is built on three
planks:

 Cost
 Quality
 Sustainability

Tracking inventory cost effectively and efficiently is known to be a key source of competitive
advantage in the automobile industry. Hence, it comes as no surprise that cost leadership is
the Company’s prime focus area. Continual pressure on margins forced the Company and its
supply chain partners to find innovative and alternate ways to combat inflation. Considerable
attention was given to managing component inventory in the system, with double-digitgrowth
in inventory turnover. To align HR processes with the supply chain, top two HR consulting
firms in India are working with supply chain partners. The exercise is aimed at improving
robustness of people processes and resulting in a direct impact on quality, cost, productivity,
delivery and reliability. The move will enable supply chain partners move to the next orbit of
operational excellence. The Company initiated more than 30 quality improvement projects with
supply chain partners to provide better quality products to customers.

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BRAND

The new HONDA is rising and is poised to shine on the global arena. Company's new identity
"HONDA MotoCorp 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.

Marketing mix of HONDA Motors:

Products:

 CD 100  Passion

 CD 100 SS  CBZ

 Splendor  Achiever

 Splendor +  Passion Plus

 Impulse  Karizma

 Street  Pleasure

 Glamour

HONDA motors are known for its quality and advanced technology, satisfying the needs of
thecustomers both in urban and rural areas.

Place:

HONDA Motors concentrates not only on urban areas, it targets rural areas as well. It has its
showrooms in almost every town in the country, making the two wheelers available everywhere
in the country.

Price:

The pricing strategy of the HONDA two wheelers is economical and value for money, they
werevery reasonably priced .

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PROMOTION:

The promotional strategy of HONDA Motors is sponsoring lot of national and international
events and endorsed by the well knows personalities of the country.

They sponsor the events like cricket world cups.

Segmentation, Targeting and Positioning of HONDA Moto Corp

1. Introduction to Two Wheeler Bikes

A motorcycle (also called a motorbike, bike) is a two wheeled motor vehicle. Motorcycles vary
considerably depending on the task they are designed for, such as long distance travel,
navigating congested urban traffic, cruising, sport and racing, or off-road conditions.
Motorcycles are one of the most affordable forms of motorized transport in many parts of the
world and, for most of the world's population, they are also the most common type of motor
vehicle. There are around 200 million motorcycles (including mopeds, motor scooters,
motorized bicycles, and other powered two and three-wheelers) in use worldwide, or about 33
motorcycles per 1000 people.

India, is the second largest producer of two-wheelers in the world. In the last few years, the
Indian two-wheeler industry has seen spectacular growth. The country stands next to China and
Japan in terms of production and sales respectively. Majority of Indians, especially the
youngsters prefer motorbikes rather than cars. Capturing a large share in the two-wheeler
industry, bikes and scooters cover a major segment. Bikes are considered to be the favorite
among the youth generation, as they help in easy commutation. The two-wheeler market in
India is the biggest contributor to the automobile industry with a size of Rs.100,000 million.
The motorcycle market share is about 81.5% of the total two wheeler market in India. Three-
fourths of the total exports in the two wheeler automobile industry are made in the motorcycle
segment.

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Segmentation, Targeting and Positioning Related to Bikes

A market segment consists of a group of customers who share a similar set of needs and
wants.
The major segmentation variables—geographic, demographic, psychographic, and behavioral
segmentation.
 Geographic Segmentation (nation, states, regions, cities, density, climate, etc.)
 Demographic Segmentation(age, family size, gender, income, family life cycle,
occupation, religion)
 Psychographic segmentation (lifestyle, personality)
 Behavioral segmentation (occasions, benefits, user status, usage rate, loyalty status,
attitude towards product)

For bikes, demographic segmentation plays an important role. Bikes cater to a particular age
group, gender and/or income group. Depending upon the segment, the features of the bike
varies. Hence, marketers should have a good knowledge about what features to add on as per
the segment they want to cater to.

Market Targeting

Once the firm has identified its market-segment opportunities, it has to decide how many and
which ones to target. Marketers are increasingly combining several variables in an effort to
identify smaller, better-defined target groups. In evaluating different market segments, the firm
must look at two factors: the segment's overall attractiveness and the company's objectives and
resources. After evaluating different segments, the company can consider five patterns of target
market selection.
 Single – segment concentration: Through concentrated marketing, the firm gains a
strong knowledge of the segment's needs and achieves a strong market presence.
 Selective specialization: A firm selects a number of segments, each objectively
attractive and appropriate.

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  Product specialization: The firm makes a certain product that it sells to several
different market segments.
 Market specialization: The firm concentrates on serving many needs of a particular
customer group.
 Full market coverage: The firm attempts to serve all customer groups with all
theproducts they might need.

Manufacturers of bikes need to be very precise while selecting their target market. They should
understand the consumer’s demand and then accordingly place their product. The product’s
features should satisfy its target customers and should be at per with the value it promises to
its target customers.

Market Positioning

Positioning is the act of designing company’s offering and image to occupy a distinctiveplace
in the mind of a target market. The end result of positioning is value proposition, a cogent
reason why the target market should buy the product.[4]
Positioning in market is very important as well as difficult. It’s making the consumers aware
of your product. Each bike must have a unique selling point which needs to be well portrayed
in consumer’s mind so that he has an additional choice in his mind.

Competiting Bike’s Brands

The brands that I have chosen are:

 HONDA MotoCorp Ltd.

 Yamaha Motor Company Limited

 Bajaj Auto Ltd.

 TVS Motor Company

 HMSI

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HONDA MotoCorp Ltd

Hero MotoCorp Ltd. formerly HONDA is an Indian motorcycle and scooter manufacturer
based in New Delhi, India. HONDA started in 1984 as a joint venture between HONDA Cycles
of India and Honda of Japan. The company is the largest two wheeler manufacturer in India.
In 2010, When Honda decided to move out of the joint venture. Subsequently, in August 2011
the company was renamed HONDA MotoCorp with a new corporate identity. Product range
of HONDA MotoCorp are:[5]

 CD 100  Passion

 CD 100 SS  CBZ

 Splendor  Achiever

 Splendor +  Passion Plus

 Impulse  Karizma

 Street  Pleasure

 Glamour

Market Segmentation

HONDA MotoCorp caters to a wide consumer base. It has segmented its market based on
incomeand age. It caters to youth of all income groups. Its highest selling bike Splendor is a
favorite in sub urban and rural India. It potrays itself as the most efficient bike range to cater
to IndianRoads.

Target Market

HONDA MotoCorp follows selective specialization. It has a wide range of bikes from Rs
37,000 to Rs 95, 000. Each product has multiple optional features. The USP that it uses are:
strong, sturdy and powerful, greater mileage, low maintenance cost, safe to ride, ease and
comfort.

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Its target market includes lower middle class consumer to upper middle class consumer. It is
affordable, available and acceptable by all.

Positioning Strategy

Fill it. Shut it. Forget it Campaign

This campaign focused on the mileage of HONDA bikes. It says that once you fill oil in
thebike’s tank, you are tension free. Due to its higher mileage, you can travel as much as you
want without bothering to refill oil.

Dhakdhak go Advertisement campaign

Dhakdhak refers to the heart beat. Therefore this campaign showed that if you are riding a
HONDA bike you are listening to your heart. This campaign connects emotionally to the
consumer as it shows the connection of bikes to the heart of every Indian.

DeshkiDharkan Advertisement Campaign

Deshkidharkan refers to the heart beat of the country. It symbolizes that all people in India

are emotionally attached to their country. Even though there are a lot of cultural differences but
the entire country stands as one. This campaign places HONDA bikes as the heart beat of the
entire nation uniting everyone as a nation.

Event sponsorships

Event sponsorships of various cricket matches is a positioning strategy as cricket has a huge
fan base in India. It positions itself as a strong, reliable, affordable and greater mileage bikes.

Celebrity endorsements

Various celebrity endorsements are used as their positioning technique. Saurav Ganguly, when
he was captain of Indian Cricket team was their brand ambassador along with Hritik Roshan.
Both the sepersonalities are unique in their fields. Saurav Ganguly was the face of Indian
cricket. People worshiped him. So, through Saurav Gaunguly, HONDA potrayed itself as the
heart beat of the country. Iconic figure Hritik Roshan is known for his youth and physique. So
through him HONDA tried to lure the youth.

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Hum me hai HONDA campaign

This is the recent advertisement of HONDA MotoCorp. This advertisement tries to prove that
we all are born super starts. We just need to focus and believe in ourselves. There is nothing
impossible in this world and there is nothing that can’t be achieved. Through perseverance
we can reach great heights and achieve whatever we want. We just need to believe firmly that
we are a HONDA.

Conclusion

HONDA MotoCorp is the biggest two wheeler manufacturer in the world. It has the highest
market share in India. It has successfully delivering its promise to its target customers. The
aggressive market positioning strategy that it uses places it way above its competitors. It relates
itself to every Indian. It is a bike for the Indian consumers satisfying all their needs.

Directors

Founder Director and Chairman : Dr. Brijmohan Lall Munjal

Managing Director and CEO : Mr. Pawan Munjal .

Board of Directors

Name of the person Nature of the Office

Mr. Sunil Kant Munjal Non Executive Director
Mr. Suman Kant Munjal Director
Mr. Paul Edgerley Non Executive Director
Mr. Pradeep Dinodia Director
Gen. (Retd.) V. P. Malik Director
Mr. Analjit Singh Director
Dr. Pritam Singh Director
Mr. M. Damodaran Director
Mr. Ravinath Director
Dr. Anand C. Burman Director

24
Dr. Brijmohan Lall Munjal

Mr. Munjal is the founder Director and Chairman of the Company and the $3.2 billion
HONDA Group. He is the Past President of Confederation of Indian Industry (CII), Society of
Indian Automobile Manufacturers (SIAM) and was a Member of the Board of the Country's
Central Bank (Reserve Bank of India). In recognition of his contribution to industry, Mr.
Munjal was conferred the Padma Bhushan Award by the Union Government.

Corporate Governance

At HONDA MotoCorp, it is the firm’s belief that the essence of Corporate Governance lies
in the phrase ''Your Company''. It is ''Your'' Company because it belongs to you - the
shareholders. The Chairman and Directors are ''Your'' fiduciaries and trustees. Their objective
is to take the business forward in such a way that it maximizes ''Your'' long-term value.

This Company is committed to benchmarking itself with global standards for providing good
Corporate Governance. It has put in place an effective Corporate Governance System which
ensures that the provisions of Clause 49 of the Listing Agreement are duly complied with.

The Board has also evolved and adopted a Code of Conduct based on the principles of Good
Corporate Governance and best management practices being followed globally.

GRADING POSITIVES
Market leadership, strong brand equity, professional management, high operating efficiency
and established scale economies. Strong financial profile characterized by healthy margins,
high profitability and cash generation. Potential upsides to our estimates: (1) HMCL sustains
its current market share, leveraging its brand equity, product performance and distribution
strengths; (2) industry growth exceeds our estimates over the medium term despite existing
concerns on macro-economic scenario; (3) HMCL betters the margins estimated by us via
sustained business growth and increases in operating efficiency even in the face of competitive
and cost pressures.

25
GRADING SENSITIVITIES
Key sensitivities to our estimates include:
(2) Inflation in input costs not being neutralized by price increases because of competitive
pressures;
(3) High concentration on Executive segment;
(4) Intensifying competition from global players;
(5) Ability to develop in-house technical capability or form alternate technical tie-ups with
external institutions.

Company History - HONDA Moto Corp

 1956—Formation of HONDA Cycles in Ludhiana(majestic auto limited) 

 1975—HONDA Cycles becomes largest bicycle manufacturer in India.
 1983—Joint Collaboration Agreement with Honda Motor Co. Ltd. Japan signed
Shareholders Agreement signed
 1984—HONDA Motors Ltd. incorporated
 1985—HONDA motorcycle CD 100 launched.
 1989—HONDA motorcycle Sleek launched.
 1991—HONDA motorcycle CD 100 SS launched. 
 1994 – HONDA motorcycle Splendor launched. 
 1997—HONDA motorcycle Street launched. 
 1999 – HONDA motorcycle CBZ launched.
 2001 – HONDA motorcycle Passion and HONDA Joy launched.
 2002—HONDA motorcycle Dawn and HONDA motorcycle Ambition launched.
 2003—HONDA motorcycle CD Dawn, HONDA motorcycle Splendor plus, HONDA
motorcycle Passion Plus and HONDA motorcycle Karizma launched.
 2004—HONDA motorcycle Ambition 135 and HONDA motorcycle CBZ* launched.
 2005—HONDA motocorp Super Splendor, HONDA motorcycle CD Deluxe, HONDA
motorcycle Glamour, HONDA motorcycle Achiever and HONDA Scooter Pleasure. 

26
 2007—New Models of HONDA motorcycle Splendor NXG, New Models of HONDA
motorcycle CD Deluxe, New Models of HONDA motorcycle Passion Plusand HONDA
motorcycle Hunk launched.
 2008—New Models of HONDA motorcycles Pleasure, CBZ Xtreme, Glamour, Glamour
Fi and HONDA motorcycle Passion Pro launched. 
 2009—New Models of HONDA motorcycle Karizma: Karizma – ZMR and limited edition
of HONDA motorcycle Hunk launched
 2010—New Models of HONDA motorcycle Splendor Pro and New HONDA motorcycle
Hunk and New HONDA Motorcycle Super Splendor launched. 
 2011—New Models of HONDA motorcycles Glamour, Glamour FI, CBZ Xtreme,
Karizma launched. New licensing arrangement signed between Hero and Honda. InAugust
Hero and Honda parted company, thus forming HONDA MotoCorp and
Honda moving out of the HONDA joint venture. In November, HONDA launched its first
ever Off Road Bike Named HONDA "Impulse". 
 2012-New Models of HONDA Motocorp Maestro the Musculine scooter and Ignitor the
young generation bike are launched. 
 2013-HONDA MotoCorp unveiled line-up of 15 updated products including Karizma R,
ZMR, Xtreme, Pleasure, Splendor Pro, Splendor iSmart, HF Deluxe ECO, HONDA
Motocorp Super Splendor, Passion Pro and Xpro, Glamour and Glamour FI etc. It also
introduced three new technologies- Engine Immobilizer in new Xtreme, Integrated Braking
System (IBS) in new Pleasure and i3S (Idle Stop and Start System) in new Splendor iSmart. 

Awards & Recognitions on 2011

 Two-wheeler Manufacturer of the Year award by Bike India magazine. Adjudged the
"Bike Manufacturer of the Year" at the Economic Times Zig Wheels Car and Bike
Awards.
 CNBC Awaaz - Storyboard special commendation for "Effective rebranding of a new
corporate entity" by CNBC Awaaz Consumer Awards
 "Most Recommended Two-Wheeler Brand of the Year" award by CNBC Awaaz
Consumer Awards

27
  Colloquy Loyalty Awards "Innovation in Loyalty Marketing International 2011" for
HONDA Good Life
 "Best Activity Generating Short or Long-Term Brand Loyalty" by the Promotion
Marketing Award of Asia Order of Merit for HONDA Good Life
 Ranked No 1 brand in the Auto (Two-Wheelers) category in the Brand Equity "Most
Trusted Brand" 2011 serve

• Profile of target customer

HONDA MotoCorp basically targets the every each and segments of the market. So there are
some products like splendor, CD- dawn (rs40000-50000) they made for lower segment of the
market and glamour, passion, CBZ, karizma (rs above 50000) for the upper segment of the
market. And now they are trying to target the young people of the market.

India’s HONDA MotoCorp, the world’s largest producer of motorcycles and scooters, has
announced its intention to expand globally, with plans to sell vehicles on three continents and
nearly double its unit sales within five years. The company, whose family shareholders bought
out its former partner Honda Motor this year, said it would invest about $1bn to expand
internationally in south-east Asia, Africa, and Central and Latin America.

• Customer Relationship Activity

For making a better relationship with customer they always use genuine parts in their product.
And after selling they have the services and maintenances. Their constant endeavor is to
support the company's mandate of providing highest level of customer satisfaction by taking
good care of customer’s two-wheeler service and maintenance through their vast network of
more than 2100 committed dealers and service outlets spread across the country.

Apart from that HONDA motocorp focused on cleanliness and other aesthetics of the service
stations and add such air conditioned waiting area, internet surfing, coffee shops etc to enhance
the in house experience of the customers at those “customer touch point”. To ensure that
millions of customers in the rural area are not left waiting for adequate service as it is
impossible for the company to introduce service station at every nook and corner of the country,
mobile service stations are regularly arranged with prior intimation to public about

28
the rout that the mobile workshop would take when passing through that region so that
customers can come and get their two wheelers serviced. All these activities are aimed to
increase the customer loyalty and thus retaining customers.

Good life: Customer Loyalty Program

Good Life is a Customer Relationship Program introduced a decade ago, which Endeavour’s
to enhance customer satisfaction and initiate increased levels of member engagement.

The main objective of this Program is to make our customers our Brand Ambassadors to
generate referral sales and boost service visits.

The Good Life Program has enabled the Company build a consolidated base of 10 million plus
loyal customers; in the process, a new distribution platform has emerged. Good Life now
contributes a huge 14% to the Company’s overall sales (purely through referrals), in addition
to incremental sales. Good Life has emerged as the largest Customer Relationship Program in
India, witnessing additions of 0.38 million members each month. During the year, the
Program’s member base shot up 16%, with new 4.51 million transactions being undertaken.

Besides aiming to increase the number of customers and volume of transactions, the Program
seeks to enhance revenue opportunities for dealers as well. Different levels of engagement have
been in-built into the Program with the aim of increasing its people engagement initiatives.
Some of these are: transaction-based rewards, exclusive event invites, personal accidental
insurance, service continuity bonus, transaction benefits on special occasions (birthdays,
anniversaries), quarterly newsletters and interaction through a program website.

The Program began with a member transaction booklet, a replica of the Passport Booklet, which
helps in engaging with customers. However, the Program has been e-enabled now to improve
its geographical reach and efficiency level. It runs on the backbone of a robust and engaging
front-end and a sound, solid and technical back-end. The Program includes customized
technology, combining a mix of Magnetic Swipe/Bar Code. Personalized Membership Cards
are shared with Good Life members, which are easy to carry, transact and earn/redeem rewards.
Online member profiling and real-time customer feedback module (via questionnaires) are
some more salient features of the Program. During the year, Good Life has been the recipient
of several accolades and awards on national and international platforms. Some of these were:

29
  ‘Order of Merit’ in PMAA awards 2011 under ‘Best Activity Generating Short or
Long Term Brand Loyalty’ category
 Colloquy Award under Innovation in Loyalty Marketing (International) category
 Qualified as ECHO Finalist (5th place) in 2011 DMA International ECHO™ Awards
competition Loyalty Award under Auto Sector

OPERATION RAMP-UP

With demand for bikes recording a stupendous growth of 15% during the year under review,
the Company’s capacities were severely strained. This prompted it to augment its capacity at
its three plants – up from 5.4 million units to 6.35 million – during the year. This was made
possible through a number of de-bottlenecking measures. For example, the Company’s plants
were made leaner by outsourcing non-critical processes and operations.

Besides this, a number of structural changes and alterations were made in its manufacturing
strategy to effectively implement its Sales Plan for 2012-13.

Major replacements were also executed in the paint and assembly shop, ensuring little or no
shutdown along the assembly line. Apart from the above measures, several innovative
technologies were inculcated to reduce operational costs.

Some examples of these are:

 A breakthrough technology for gear rolling was implemented for mass-

production
 Fine blanking, an alternate process of hobbling, was introduced for sprocket
components
 Advanced cam grinding was introduced to increase productivity and control
costs

The Company’s oldest plant at Dharuhera was in the limelight for two specific reasons:

 Wage negotiations were concluded

 Plant won TPM Excellence Award

30
The Company continues to set new industry benchmarks in the areas of energy conservation
and sustainability. Vapor absorption machines and heat recovery units were installed during
the year to utilize waste heat from Gas DGs for air-conditioning and pre-heating of hot water
generation. Other green initiatives included projects on waste water management, LED lighting
and solar power. These cost leadership and green projects yielded considerable savings to the
Company within a short period of time.

PORTFOLIO OF PRODUCTS

HONDA MotoCorp offers wide range of two wheeler products that include motorcycles and
scooters, and has set the industry standards across all the market segments.

Bike category

100cc

 SPLENDOR PLUS
 SPLENDOR NXG
 SPLENDOR PRO
 PASSION PRO
 PASSION XPRO
 MAESTRO
 PLEASURE
 HF DAWN
 HF DELUXE

125cc

Bike category

 SUPER SPLENDOR
 IGNITOR

31
 150cc
Bike category

 KARIZMA R
 KARIZMA ZMR
 IMPULSE
 XTREME

Termination of Honda joint venture

In December 2010, the board of directors of the HONDA Group has

decided to terminate the joint venture between HONDA Group of India and Honda of Japan in
a phased manner. The HONDA Group would buy out the 26% stake of the Honda in JV
HONDA. 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 be able to sustain the
performanceof the Joint Venture alone.

The Japanese auto major will exit the joint venture through a
series of off market transactions by giving the Munjal family—that held a 26% stake in the
company—an additional 26%. Honda, which also has an independent fully owned two wheeler
subsidiary—Honda Motorcycle and Scooter India (HMSI)—will exit HONDA at a discount
and get over $1 billion for its stake. The discount will be between 30% and 50% to the current
value of Honda's stake as per the price of the stock after the market closed on Wednesday.

The rising differences between the two partners gradually emerged as

an irritant. Differences had been brewing for a few years before the split over a variety of issues,
ranging from Honda's reluctance to fully and freely share technology with HONDA(despite a
10-year technology tie-up that expires in 2016) as well as Indian partner's uneasiness over high
royalty payouts to the Japanese company. Another major irritant for Honda was the refusal of
HONDA (mainly managed by the Munjal family) to merge the company's spare parts business
with Honda's new fully owned subsidiary Honda Motorcycle and Scooter India (HMSI).

32
 As per the arrangement, it will be a two-leg deal. In the first part,
the Munjal family, led by Brijmohan Lal Munjal group, will form an overseas- incorporated
special purpose vehicle (SPV) to buy out Honda's entire stake, which will be backed by bridge
loans. This SPV would eventually be thrown open for private equity participation and those
in the fray include Warburg Pincus, Kohlberg Kravis Roberts (KKR), s), two and three
wheelers and auto components; the automotive sector’s contribution to the GDP is expected to
double reaching a turnover worth US$ 145 billion in 2016, according to the AMP 20

TPG, Bain Capital, and Carlyle Group.

Honda will continue to provide technology to HONDA motorbikes until 2016 for existing as
well as future models.

33
 CHAPTER:3

RESEARCH METHODOLOGY

34
 RESEARCH METHODOLOGY
The information required for this study obtained was basically through two sources.

Primary Data:

Primary Data will gathered by a survey through a structured questionnaire.

The Data has been collected from 50 customers, through questionnaires, by using
simple random sampling. In addition interaction with the staff of HONDA MotoCorp Ltd has
also given some information.

Secondary Data:

Secondary Data comprises of information obtained from annual reports, brochures,

manuals websites etc.

Target respondents

Gender: Male and female

Age group: 20-45

Sampling units: HONDA Motors Two wheelers

usersNo. of Samples: 50 respondents

STATEMENT OF THE PROBLEM

This Project has been titled “A comprehensive study Post purchase buyer behavior and

satisfaction towards HONDA Motors Bikes after the split with Honda."

To study the new market of HONDA motors after the split with Honda, the consumer
response tothe bike and needed improvement aria

The study would help to understand the consumer satisfaction to their expectation.

35
SCOPE OF THE STUDY

 This study helps the organizations to increase their service and product quality and
in turn increase the market share, top and bottom line of the company.

NEED FOR THE STUDY

Marketing starts with identifying the needs of customers and ends in satisfying those
wants. The goal of marketing is to attract new customers by promising superior value and to
keep current customers by delivering satisfaction based on their preferences retaining them.

Without customer, no market exists. As the customers are regarded as the superiors in
today’s market, the level of satisfaction and their preferences should be keenly studied.

The two-wheeler industry has been expanding rapidly. Gone are the days when
possessing a two-wheeler was seen as a luxury. Now days, it is viewed as a mere necessity.

Prior, sale of two-wheelers was mainly confined to urban areas but lately in rural
areas the bicycles are being replaced by power driven two-wheelers such as scooters,
motorcycles.

36
 Not only this, this industry has also customers ranging from all demographic segments.
It has been common sights that even school going children are driving two- wheelers. The
women customers are also increasing due to increase in women literacy and employment.
Getting a new customer is difficult, then retaining a current customer is a more difficult
one and not only that it is estimated that the cost of attracting a new customer is five times the
cost of retaining current customer. It requires a great deal of effort to induce satisfied customer
to switch away from their current preference. Thus, customer satisfaction is been given top
priority in today’s competitive world.
Therefore, keeping the above stated objective in mind, this study was conducted to ascertain
the customer’s satisfaction towards HONDA two-wheelers in HONDA MotoCorp Ltd. In view
of this, a detailed study of customer preferences, levels of satisfaction and their complaints and
suggestions was undertaken.

37
 CHAPTER:4

DATA ANALYSIS &

INTERPRETATION

38
 Q1. Which type of HONDA two wheeler model owned by you?

Number Model Respondents

1 SPLENDOR 20

2 GLAMOUR 12

2 KARIZMA 4

3 MAESTRO 4

4 PLEASURE 9

5 IMPULSE 1

Total 50

Interpretation:- From the above table it is inferred that, 40% of respondents are using splendor
and 24% of respondents using Glamour, 18% use pleasure ,8% use Karizma, 8% use Maestro
and only 2% of respondents use Impulse.

39
Q2. What is the source from which you found the advertisements about HONDA Motors?

NO Source Respondents
1 Television 20
2 Newspapers 12
3 Radio 6
4 Hoardings 12
Total 50

Advertisements

20

15

10
Advertisements

Interpretation: From the above table it is very clear that most of the respondents watched
the advertisements of HONDA in Televisions i.e 40% and newspapers, Hoardings
combinely 48% and radio is very less i.e 12%.

40
Q3. Who influenced you to make the purchase of HONDA
motors?

A) Friends B) Family C)Sales People

Influencers Response
Friends 21
Family 18
Sales People 11
Total 50

25

20

15

Series1
10

Friends Family Sales People

Interpretation: From the above interpretation it is observed that the purchase is mostly
influenced by friends 42% , family 36% and by sales people is just 22% which is the least
of the others.

41
Q4. What is your preferred capacity and color about your motor cycle.?

A) 100cc B) 125cc C)150cc D)200cc

A) Red B) Black C)Blue D)Other

Capacity Response Colour Response

100cc 5 Red 12
125cc 14 Black 22
150cc 20 Blue 10
200cc 11 Others 6
Total 50 Total 50

preference
25

20

15

preference
10

100cc 125cc 150cc 200cc

42
 Preferred color
25

20

15

Preferred color
10

Red Black Blue Others

Interpretation:
Capacity:
From above table it is observed that most of the two wheeler users are interested in 150cc
bikes i.e 40%, 125cc is 28%, 200 cc is 22%,100cc is just 10%
Colour:
Maximum people prefer blackcolour 44% followed by red 24% , blue and the others

43
Q5. Are you satisfied with the delivery time of your motor cycle.?

A) Yes B) No

Response
Yes 36
No 13
Total 50

delivery time
40
35
30
25
20
delivery time
15
10

Yes No

Interpretation: From the above table it is very clear that maximum respondents are
satisfied with the delivery time of the motorcycle i.e 72% and the remaining 28% were not
satisfied by the delivery time.

44
Q6. How do you think is the reliability of the HONDA vehicles.?

B) Excellent B) Good C)Average D)poor

Response
Excellent 20
Good 22
Average 6
Poor 2
Total 50

Reliability
25

20

15

10 Reliability

Excellent Good
Average
Poor

Interpretation:

From the above table it is very clear that maximum respondents feel that reliability of
HONDA Vehicles is excellent and good i.e 40% and 44% and 12% feel average and only
4% of respondents feel its poor. HONDA motors can take measures to improve reliability
of its vehicles to attract more customers and to satisfy the existing customers.

45
Q7. What is your level of satisfaction of service with HONDA Motors ?

C) Excellent B) Good C) Average D)poor

Response
Excellent 20
Good 22
Average 6
Poor 2
Total 50

service
25

20

15

10 service

Excellent Good Average Poor

Interpretation:

From the above table it is very clear that maximum respondents feel that they were satisfied
with the service offered by HONDA Motors is excellent and good i.e. 40% and 44% and
12% feel average and only 4% of respondents feel its poor. HONDA motors can take
measures to improve the service to its customers for maintaining the maximum satisfied
customers which will bring in more customers and good word of mouth for HONDA
Motors.

46
Q8. What is the reason for your preference of HONDA.?

D) Quality B) Fuel Efficiency C) Economic D) Good service

Preferences Responses
Quality 10
Fuel efficiency 20
Economic 8
Good Service 12
Total 50

Reason for preference

25

20

15

10 Reason for preference

Quality Fuel Economic Good

efficiency Service

Interpretation:

From the above table it can be concluded that maximum respondents prefer HONDA
vehiclesas they were satisfied with the service offered by HONDA Motors is excellent and
good i.e. 40% and 44% and 12% feel average and only 4% of respondents feel its poor.
HONDA motors can take measures to improve the service to its customers for maintaining
the maximum satisfied customers which will bring in more customers and good word of
mouth for HONDA Motors.

47
 Q9. From how long are you using the HONDA vehicle.?

A) <6months B) 6-9 months C) 9-12 months D) more than year

Usage Responses
Less than 6 months 5
6-9 months 10
9-12 months 13
More that year 22
Total 50

usage period
25

20

15

10 usage period

Less than 6 6-9 months 9-12 months More that year

months

Interpretation:

From the above table it can be concluded that maximum respondents i.e 44% using
HONDA vehicles for more than a year and 26% of respondents using from 9-12
months, 20%using from 6-9 moths and 10% are the new customers.
From this we can conclude that most of the HONDA vehicles users are using from
long period .so if HONDA motors concentrate on providing better service after the
purchase to the customers they will keep using the HONDA vehicles for longer period.

48
 Q10. How do you think HONDA can improve on customer service .?

B) Service in time B)well trained mechanics C)Less labor cost

Preference Response
Service in time 15
Well trained mechanics 24
Less labor cost 11
Total 50

Improving serivce
30

25

20

15
Improving serivce
10

Service in time Well trained Less labor cost

mechanics

Interpretation:

48% of respondents feel that the customer service at HONDA motors can be
improved bytraining the mechanics and 30% feel by doing service in time, 22% feel
it by providing the service for lesser costs.

Providing the satisfying service is very essential for any company to keep its
customers satisfied. HONDA must take care of all the three as they were
important toincrease service.

49
Q11. Which age group do you belong.?

A)20-25 B)25-35 C) 35-45 D) above 45

Age group Responses

20-25 years 5
25-35 16
35-45 21
Above 45 8
Total 50

Age groups
20-25 years
10%
Above 45
16%
25-35
32%
35-45
42%

Interpretation:

The maximum users of the HONDA vehicles belong to the age group of 35-45
followed by 25-35, 42% belong to age group of 35-45 and 32% belong to 25-35, 10
% of respondents are between 20-25 years of age and 16 % are above 45.

From this is clear that the mid aged people are using the HONDA vehicles mostly.
It hasto produce different models for younger population.

50
 Q12. Problems faced at the time of service.?

A) High spare parts cost B)Low quality C) Delay in service D)No Problems

Problem faced Response

High spare parts cost 10
Low quality 10
Delay in service 14
No problems 16
Total 50

customer issues
18
16
14
12
10

customer issues

High spare Low quality Delay in No problems

parts cost service

Interpretation:

It was very good that 32% customers not facing any problems with the service with
the HONDA but there were some problems faced by the customers which should
mostlyconcentrate. 20% feel the spare parts cost is high and 20% that the quality of
serviceis low, 28% feel that the service is slow.

51
 Q13. Will you recommend HONDA Motors to others.?

B) Yes B) No

Recommendation Response
Yes 41
No 9
Total 50

Recommendation to others

No
18%

Yes
82%

Interpretation:

From the above responses from the customers it is clear that 82% of the respondents
would like to recommend HONDA to others and only 18% don’t want to recommend
which is less percentage but HONDA should have to take measures to convert the
unsatisfied as satisfiedcustomers who in turn recommend HONDA products to others.

52
Q14. Are you satisfied with the overall service of HONDA.?

C) Yes B) No

Recommendation Response
Yes 40
No 10
Total 50

overall satisfaction

40
35
30
25
20 overall satisfaction
15
10

Yes No

Interpretation:

From the above responses from the customers it is clear that 80% of the respondents
were satisfied with the overall service of the HONDA motors and 20% were not satisfied
HONDA should have to take measures to convert the unsatisfied as satisfied customers.

53
 CHAPTER:5

FINDINGS & CONCLUSION

54
 SUMMARY & FINDINGS

1. The HONDA MotoCorp is leading the market. The difference is too big to cope up
with,for any manufacturer in short span. With proven products and many people
having faith in brand, it is quite a difficult task for others to take the HONDA’s
number one position.
2. Ability to understand customer’s needs and wants, maintenance cost is low.
3. Passion Pro, Splendor Plus, are the two models that HONDA MotoCorp selling a
bignumber
4. The TV promotions are more influence the customer behavior of two wheeler sector.
5. The purchase desiccations of consumers are influence by friends and family.
6. Blue, Red, Black color bike with 150 cc to 200cc is fast moving.
7. Most of the despondences are agree that the bikes are delivering proper time.
8. The service provide by HONDA MotoCorp is satisfied by more than 70% of customers.
9. Brand name of HONDA is still good in market after split with Honda
10. Quality, price, Brand image, Fuel efficiency is getting equal importance in satisfaction
11. The research showing that consumer want to get more service satisfaction.
12. Maximum of the customer likes to recommend HONDA two wheeler to their
friends, itsshows they are satisfied with the bike.
13.HONDA MotoCorp wrapped up with sales of 6.25 million bikes and
scooters, considerably ahead of its former Japanese partner’s tally of 3.72
million units

55
 CONCLUSION

Customer satisfaction is a marketing tool and a definite value added benefit. It is often
perceived by customers as important as the primary product or service your organization offers.

For making a better relationship with customer they always use genuine parts in their product.
And after selling they have the services and maintenances. Their constant endeavor isto support
the company's mandate of providing highest level of customer satisfaction by taking good care
of customer’s two-wheeler service and maintenance through their vast network of more than
2100 committed dealers and service outlets spread across the country.

Apart from that HONDA MotoCorp Ltd focused on cleanliness and other aesthetics of the
service stations and add such air conditioned waiting area, internet surfing, coffee shops etc to
enhance the in house experience of the customers at those “customer touch point”. To ensure
that millions of customers in the rural area are not left waiting for adequate service as it is
impossible for the company to introduce service station at every nook and corner of the country,
mobile service stations are regularly arranged with prior intimation to public about the rout that
the mobile workshop would take when passing through that region so that customers can come
and get their two wheelers serviced. All these activities are aimed to increase the customer
loyalty and thus retaining customers.

56
 CHAPTER-6

SUGGESTIONS AND
RECOMMENDATIONS

57
 SUGGESTIONS AND RECOMMENDATIONS

It is very hard to hold the pulse of a customer in the market. Customer’s satisfaction is
different for different people at different situations;

 Majority of the respondents were still unaware about different versions of HONDA
bikes.Therefore I suggest the company personals should take initiative to create
awareness
about these versions.

 Few of the customers expressed concern over frequency of the maintenance & service
problems faced by their vehicle and expressed ‘high satisfaction’ over it. Therefore, I
suggest them to re look at the vehicle & re-develop in order to stop the frequency of
these problems.

 HONDA MotoCorp want to give more importance in there service part its include
timely service, and quality of service

 HONDA want to develop more promotion for there some models like sports bike
andgear less scooter

 HONDA bikes can concentrate to increase their export market

 HONDA MotoCorp Ltd should try to give more advertisements in

news paper, billboards in that area to enable easy recall of the people for HONDA
MotoCorp Ltd.

 HONDA Motors can also increase models attracting the Indian youth.

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 CHAPTER-7

BIBLIOGRAPHY

59
 BIBLIOGRAPHY
[1]. Moneesha Pachauri, Nottingham University Business School, Jubilee Campus, Wollaton
Road, Nottingham, The Marketing Review, 2002, 2, 319-355, ISSN 1472-1384/2002/0300319.

[2]. Ajzen, I. and Fishbein, M. (1977), “Attitude-Behaviour Relations: A Theoretical Analysis

and Review of Empirical Research” Psychological Bulletin 84, September, pp. 888-
918. In Solomon, M.R. 1995, Consumer Behaviour, 3rd ed., Prentice Hall.
[3]. Alba, J.W. and Hutchinson, J.W. (1988), “Dimensions of Consumer Expertise”, Journal of
Consumer Research, 13, March, pp. 411-454.
[4]. Allen, C.T. and Madden, T.J. (1985), “A Closer Look at Classical Conditioning”, Journal of
Consumer Research, 12, December, pp. 301- 315.
[5]. AMA Task Force on the Development of Marketing Thought (1988), “Developing,
disseminating, and utilizing marketing knowledge”, Journal of Marketing, 52, pp. 1 -
25.
[6]. Anderson, P.F. (1983), “Marketing, scientific progress and scientific method”, Journal of
Marketing, 47, pp. 18-31.
[7]. Anderson, P.F. (1986), “On method in consumer research: a critical relativist perspective”,
Journal of Consumer Research, Vol. 13, September, pp. 155-173.
[8]. Bagozzi, R. P. (1975), “Marketing as exchange”, Journal of Marketing, No. 39, pp. 32-39
[9]. D. and Littler, D. (1998), “Positioning Alternative Perspectives of Consumer Behaviour”,
Journal of Marketing Management, 14, pp. 3-28.
[10]. Belk, R.W. (1974), “An Exploratory Assessment of Situational Effects in Buyer
Behaviour”, Journal of Marketing Research, 11, May, pp. 156-163.
[11]. Belk, R. W. (1988), “Possessions and the Extended Self”, Journal of Consumer Research,
15, September, pp. 139-168.
[12]. Bettman, J.R. and Zins, M.A. (1977), “Constructive Processes in Consumer Choice”,
Journal of Consumer Research, 4, September, pp. 75-85.

[13]. Braithwaite, A. (1983), “Situations and social actions: Applications for marketing of
recent theories in social psychology”, Journal of Market Research Society, 25, 1, pp. 19-38.

[14]. Bruner, G.C. (1990), “Music, Mood, and Marketing”, Journal of Marketing, 54, Oct, pp.
94-104

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[15]. Burke, P.J. and Franzoi, S.L. (1988), “Studying Situations and Identities Using
Experimental Sampling Methodology”, American Sociological review 53, August, pp.
559-568. In Solomon, M.R. 1995, Consumer Behaviour, 3rd ed., Prentice Hall, 312.
[16]. Sheth, J.N. (1992), “Acrimony in the ivory tower: A restrospective on consumer research”,
Journal of the Academy of Marketing Science, 20, 4, pp. 345-353
[17]. Skinner, B.F. (1938), The Behaviour of Organisms, New York, Appleton- Century- Crofts.
In East, R. (1990), Changing Consumer Behaviour, Cassell Educational Limited [18].
Slife, B.D. and Williams, R.N. (1995), What’s Behind The Research?
Discovering Hidden Assumptions in the Behavioural Sciences, Sage: California
[19]. Smith, A. (1776), An Inquiry into the Nature and Causes of the Wealth of Nations. In
Westing, H.J. and Albaum, G. (1975), Modern Marketing Thought, 3rd Ed., Collier
Macmillan Publishers
[20]. Solomon, M.R. (1983), “The World of Products as Social Stimuli: A Symbolic
Interactionism Perspective”, Journal of Consumer Research, 10, December, pp. 319-
329
[21]. Solomon, M.R. (1995), Consumer Behaviour, 3rd Ed., Prentice Hall Stayman, D.M. and
Deshpande, R. (1989), “Situational Ethnicity and Consumer Behaviour”, Journal of
Consumer Research, 16, December, pp. 361-371.
http://www.ibef.org/industry/india-automobiles.aspx

http://en.wikipedia.org/wiki/HONDA_MotoCor

p http://www.HONDAmotocorp.com/en-in/

 Philip Kotler, ‘marketing management’ prentice Hall of India Pvt. Ltd. New Dehli.
 C. R. Kothari ‘Research methodology’, vishwa publication, New Delhi.
 Saxena Rajan ‘marketing management’ Tata Mcgraw- hill publicating Co. Ltd. New Delhi.
 H. V. Verma ‘marketing of services’ Global business press, New Delhi.
 Business today magazine of February issue,2008

61
CHAPTER-8

ANNEXURE

62
 ANNEXURE

1. Which type of HONDA two wheeler model owned by you?

A) Splendor B) Glamour c) Passion D) Karizma

E) Impulse F) Maestro G) Pleasure

2. What is the source from which you found the advertisements about HONDA Motors

A) Television B) Newspapers C) Radio D) Hoardings

3. Who influenced you to make the purchase of HONDA Motors. /

A) Friends B) Family C) Sales People

4. What is your preferred capacity and color about your motor cycle.

A) 100cc B) 125cc C) 150cc D) 200cc

A) Red B) Black C) Blue D) Other

5. Are you satisfied with the delivery time of your motor cycle.

A) Yes B) No

6. How do you think is the reliability of the HONDA vehicles.

A) Excellent B) Good C) Average D) poor

7. What is your level of satisfaction of service with HONDA Motors

A) Excellent B) Good C) Average D)poor

8. What is the reason for you to preference of HONDA.

A) Quality B) Fuel Efficiency C) Economic

9. From how long are you using the HONDA vehicle.

A) <6months B) 6-9 months C)9-12 months D)more than year

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10. How do you think HONDA can improve on customer service.

A) Service in time B)well trained mechanics C) Less labor cost

11.Which age group do you belong?

A) 20-25 B) 25-35 C) 35-45 D) above 45

12. Problems faced at the time of service.

A) High spare parts cost B) Low quality C) Delay in service D) No Problems

13. Will you recommend HONDA Motors to others?

A) Yes B) No

14. Are you satisfied with the overall service of HONDA?

A) Yes B) No

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