honda

Customer satisfaction after sales & service provided by Honda activa

Contents

Chapter-I

Introduction

Statement of the problem

Objectives of the study

Need for the study

Scope of the study

Methodology

Limitations of Study

Chapter-II

Theoretical background

Customer satisfaction

Customer buying decision process

Marketing

Consumer behavior

Sampling procedure

Chapter-III

Industrial back ground of the study

Growth of the industry

Industry profile

Motor cycle sweep stakes

Origin of the organization

Product profile

Chapter-IV

ANJUMAN INSTITUTE OF MANAGEMENT BHATKAL-581320


Data Analysis & Interpretation

Chapter—V

Findings

Suggestions

Conclusion

ANNEXURE

Questionnaires

Bibliography



CHAPTER-I

Introduction

Statement of the problem

Objectives of the study

Need for the study

Scope of the study

Methodology

Limitations of Study

INTRODUCTION

The two wheeler segment in the automobile industry plays a vital role in

India. The present day market is such that a two wheeler is affordable by

middle class people in urban areas. It is also more convenient for

travelling short distance within the city and for individual, over, the years



the sales figured of the two wheelers has increased to a very large extent.

The sales of the two wheeler in 1950 were merely 900 units, whereas now

the sales have gone up to millions.

The two wheeler market mainly consists of scooterette and motorcycles.

The motorcycles segment forms 65% of whole of two wheeler segment.

Whereas earlier the motorcycles had a very small share in the two

wheeler segment but with the collaboration of Indian and Japanese

companies (Honda, Suzuki, and of Kawasaki) the share has increased

tremendously with reason being that two wheelers had a superior engine,

better pick-up, good mileage, improved designs and large options to

choose from.

The two wheeler segment is divided into two stroke and four stroke

categories. The two strokes consists of kinetic Honda, Nova, Yamaha

Rx135, kb-125, etc. the four strokes category consists of Honda Activa,

TVS Scooty, Kinetic Style, etc.

Most of the officials or some persons generally prefer these two wheelers,

such as Honda Activa, Kinetic Honda, Scooty, etc, as they are more

concerned with mileage. They are also concerned with these two

wheelers, as they prefer unguarded vehicles, so that it would be easy to

ride the two wheelers in the cities where there is much traffic.

The scooterette segment will continue to lead the demand for two wheeler

in the coming years.

The Indian two wheeler industries produced and sold about 3.4 million

units in the year 2009-10. Like any other Indian industry, the policy

environment guided and controlled this segment of the industry as well.

Licensing horns ruled day till the mid 80’s access to foreign technology

inputs and foreign investment were strictly government controlled.

Since mid 80’s, the Indian automobile industry was administered select

doses of liberalization, foreign collaboration coupled with Indian market



potential, attracted world major companies like, Honda, Yamaha, Suzuki,

etc.

STATEMENT OF THE PROBLEM

With the recent influx of different brands in today’s four wheel auto

segment each striving to satisfy customer with the end results of

maintaining loyalty, at present cars as such have become necessity but not

a nicety.

With this outlook of today’s market it is even a layman’s perceptive that

Honda has stood against all odds this indicates that Honda, by itself

reflects a satisfied customer.

Keeping in mind curriculum requirement and organizational requirement

the study has been conducted to find out customer satisfaction towards

Honda Activa. However, due to time constraint an in depth study could

not be undertaken.

OBJECTIVES OF STUDY

The main objectives of the study are:

1. To find out the customer satisfaction level.



2. To various age groups, qualification, occupation, and household

income of all the respondents.

3. To find out from which dealer the customer has purchased their

product and the source of awareness about the dealership and the

product.

4. To find the availability of finances schemes and mode of purchase

through the various financial schemes.

5. To find customer satisfaction level towards sales process.

6. To find out the impact of showroom ambience, product briefing and

salesman effectiveness.

NEED FOR THE STUDY

The need for the study arises in order to create awareness amongst the

customers and to determine the customer satisfaction.

The need for the study arises due to the following reasons: -

1. To measure the level of customers satisfaction towards silicon

Honda.

2. To know the customer preferences towards Activa.

3. In order to retain the existing customers.

4. To market brand loyally towards the product.

5. To know the customers opinion towards existing after sales service

provided by the company.

SCOPE OF THE STUDY

1. It helps to know that which publicity media gives maximum retention

to the customers.



2. The study also helps the company to improve their standard of service

& handle the competition in the near future.

3. It also helps in putting in possible improvements, additions, and new

strategies and offers the customers.

4. It also puts a detailed insight into the different aspects of the company,

such as manufacturing, marketing sales, production and finance etc.

METHODOLOGY

Formulation of Hypothesis

The hypothesis was formulated assuming that it would ensure a proper

method for the study based on which relevant material can be collected.

Research Design

It has been assumed that source of data are the foundation, based upon

which the actual required information can be extracted.

Sample Procedure

Empirical field studies require collection of first hand information

on data pertaining to the unit of study from the field.

This sampling plan is effective in getting the first hand

information, i.e. primary data, which has been required for the study by

the research.

LIMITATION OF THE STUDY

A good project report “sells” the result of the study, but every project has

its own limitations.

1. The study could not be conducted on a large sample size and area

because of time constraints. This covers all the academic requirements



strictly maintaining organization standards, a sincere attempt has been

made to collect information.

2. The number of sample size is 100 respondents.

3. The study is targeted to the population of students, officials,

servicemen, businessmen and professionals.

4. The study is confined only to the Gangavathi confined limits.

5. The study is limited to the time constraint. And was to be done only in

Gangavathi.

Some respondents did not answer correctly as they were short of time.

CHAPTER-II

Theoretical background

Customer satisfaction

Customer buying decision process

Marketing



Consumer behavior

Sampling procedure

THEROTICAL BACKGROUND

CUSTOMER SATISFACTION

Customer satisfaction suffices the customer. Customer visualizes,

perceives and will have some expectations before making any purchase.

If the product meets customer’s expectations then he is satisfied.

Customer will be satisfied when the product meets the basic needs set and

therefore utility of a product is nothing but consumer’s estimation of

products over all capacity to satisfy his needs.

Customer satisfaction is a function of perceived performances and

expectations.



Dissonance – reducing buying behavior

The customer might experience post purchase dissonance by

noticing disquieting features of product or by hearing favorable things

about other product. If performance of product does not satisfy perceived

expectations, the customer is dissatisfied, where he develops dissonance.

Post purchase satisfaction

When the customer is satisfied or delighted he will be dazzled. If

the product matches the expectations of customer he is satisfied. The

customer’s satisfaction is a function of closeness between the buyer’s

product expectation (E) and products perceived performance (P)

Post purchase actions

There is high probability of purchasing the product if the customer care

satisfied. Marketers should take keen interest in handling customer’s

dissatisfaction. Marketer’s job is to understand buyer’s behavior and aim

at satisfying customers. The satisfied customers will have brand loyalty

and strong affinity towards the product, so there is less scope of switching

to other brands. Satisfaction can be used as gauge for measuring

effectiveness of customer care of the organization. This increases the

customer loyalty.

Customers buying decision process

Social factors, personal factors, and psychological factors influence



Customers buying decision process.

The company should ignore competitions and concentrate on customers

one-on-one that will drive competition crazy. This can be most potent

competitive weapon. Customer satisfaction should be main objective,

goal and marketing tool for a company.

Tools for tracking & measuring the attitude of the satisfied customersThe alert companies set up systems to monitor the attitude of customers

by monitoring changing levels of customer satisfaction before they affect

sales it takes action. The main attitude tracking systems are:

1. Complaint & suggestions system

2. Customer panel

3. Customer surveys

4. Ghost shopping

5. Lost customer analysis

COMPLAINT AND SUGGESTIONSA customer-oriented company records, analysis and responds to

complaints and tries to correct problems by new ideas and should

welcome complaints and try to correct problems by new ideas and should


SOCIAL

Culture

Sub cultural Cross-cultural Social class

Reference groups Family

PERSONAL

Age

Life style Occupation

Economic Position

PSYCHOLGICAL

Motivation Perception Learning

Personality

AttitudeBUYER


help customers. Many hotels, restaurants and banks use this feedback

method to track and measure customer satisfaction.

Complaint handling strengthens buyer-seller relationship by building

trust.

Follow the LIST method to handle complaints:

CUSTOMER PANELS

Companies should run panels of customers who have to

communicate periodically. Panels are more representatives of the range of

customer attitudes. Panels would reveal kinds of people who responded to

promotion.

CUSTOMER SURVEYS

It is conducted to learn how product has affected brand choice

behavior, what they thought of it and it is direct measure of satisfied

customers.

Companies periodically send questionnaires or make telephonic calls to a

random sample to prospective customers to evaluate satisfaction level on

5 point scale (very dissatisfied, dissatisfied, neutral, satisfied, very


L-ISTEN TO COMPLAINNING CUSTOMERS

I-SOLATE CORE PROBLEM THROUGH QUESTIONS

S-OLVE PROBLEM FROM KEEPING CUSTOMER INFORMED

T-AKE FEEDBACK FROM CUSTOMERS TO MAKE SURE HE IS SATISFIED


satisfied) and ask about quality of service and various other aspects.

Management compare these ratings and can arrive at customer

satisfaction level, measurement of customers repurchase intention or

willing ness to recommend the product to others are also judged.

GHOST SHOPPING

Customer oriented companies hire persons to pose as potential

buyers to report their findings on strong and weak points they

experienced in buying company and competitors product. The ghost

shoppers even pose certain problems to test whether the company’s sales

personal handle the situation well.

RETENTION OF CUSTOMERS

Retaining a single customer is most important than attracting many

new customers. Company should reconfigure all planning processes

towards customers. Direct all marketing efforts towards meeting

customer needs. Create corporate strategy aimed at customer value.

Company can make customers happy by providing reliability,

responsiveness, assurance, empathy and tangible materials.

The company should create an emotional bondage between themselves

and customers. It is always more costly, pay less attention to competing

brands, buys other product that company latter adds to its line. Marketer

should be aware of profitable and non-profitable customers.


TAKE ACTION MEASURE CUSTOMER OPINION

ANALYSE AND INTERPRET INFORMATIONPLAN CORRECTIVE MEASURE MEASURES


CUTOMERS WILL BE SATISFIED BY CONTINUOUS

IMPROVEMENT PROCESS AND MAINTAINING TOTAL

QUALITY

Customers are judged of quality. Therefore, highest quality of

products should be companies objective maintaining ‘zero defects’ or

100% quality. Thus improves quality, inurn quality increases cost

effectiveness.

Proven method and procedures should be adopted and applied

consistently.

Quality derivativeness should be compulsory, satisfying customer’s

requirements.

Companies should have quest for quality and should meet standards.

Quality should be in every stage from planning to production.

Quality should be in hallmark of the company. Company should

promise highest standard of product quality, safety, comfort and

dependability.

Companies should have quest to find innovative ideas and featured or

attributes that will create excitement and desire and they should look

beyond what the customer says.

WHAT IS MARKET?



Market consists of all the potential customers sharing a particular need or

wants who might be willing and able to engage in exchange to satisfy that

need or wants

MARKETING

“Marketing is so basic that it cannot be considered as a separate

function. It is the whole business seen from points the point of view of its

final results, that is from customer point of view… business success is not

determined by the producer but by the customer”

Peter.F.Drucker

“Marketing consists of all activities by which a company adapts

itself to its environment”

Ray Corey

WHAT IS MARKETING?

Marketing is a social and managerial process by which individuals and

groups obtain what they need and want through creating, offering and

exchanging products of value with others.

.

MARKET SEGMENTATION

The task of breaking the total market into segments that share

common properties is market segmentation. It is the process of

identifying a group of consumers with similar needs and producing a

product that will meet those needs at a profit.

Market segmentation will facilitate the firm to identify and find out the

additional benefit desired by the people to pay benefits and source where

they would like to buy it.

CONSUMER BEHAVIOUR



The term consumer behaviour refers to the behaviour that consumer’s

display in searching for purchasing, using, evaluating and disposing of

products and services that they expect will satisfy their needs. The study

of consumer behavior is the study of how the individuals make decisions

to spend their available resources (time, money, effort) on consumption

related items. It includes the study of what they buy, why they buy, when

they buy it, where they buy it and how they buy it and how often they use

it.

WHY WE STUDY CONSUMER BEHAVIOUR?

There are various reasons as to why people study consumer

behavior. As consumers, we benefit from insights in our own

consumption related decisions: what we buy, why we buy, how we buy

and the promotional influences that persuade us to buy. The study of

consumer behavior enables us to become better and wiser consumers.

As marketers and future marketers, we are able to understand consumer

behavior, then we can predict how consumers are likely to react to the

various information, which help us to shape the marketing strategies

accordingly to gain a competitive advantage in the market.

Marketers have also observed a change in the psychological

behavior of the consumers. There is an increasing awareness among the

consumers to the changes taking place around them resulting in an urge to

purchase various goods and services. In other words, there is a positive

buying motive shown by the consumers. Consumer behavior was a

relatively new field of study in the mid to late 1960. This new discipline

borrowed heavily from the concept enveloping other scientific disciplines

like psychology, sociology, etc. Many early theories were based on the

economic theory, on the notion that individual act rationally to maximize

their benefits in the purchase of goods and services.



The initial thrust to consumer research from a perspective here marketing

managers wanted to know the specific causes of consumer behavior.

They regarded it as an applied marketing science: if they could predict

consumer behavior they could influence. This approach has come to

known, as positivism and the people concerned with predicting consumer

behavior are known as positivists.

DEFINATIONS OF CONSUMER BEHAVIOUR

According to Walters & Paul “Consumer behaviour is the process

whereby individuals decide what, when, where, how and from whom to

purchase goods and services”.

“Consumer may be defined as all the individuals and households that buy

and acquire goods and services for personal consumption.”

Consumers differ in the age, income, taste and preference and educational

levels and therefore the marketers should identify the different consumer

groups and develop products and services according to the needs of the

consumers.

CONSUMER BEHAVOIUR MAY BE DEFINED AS

“The process whereby the individuals decide whether what, when, how

and from whom to purchase goods and services”.

IMPORTANCE OF CONSUMER BEHAVIOUR

1) Consumer behaviour is dynamic and changes continuously.

According to the consumer tastes and preference. Therefore a study

of to analyze, monitor and understand the consumer behaviour is very

essential.

2) Only by studying consumer behaviour a businessman can solve the

problems faced by the consumers.

3) A study of consumer behaviour helps in effective marketing

management.



4) Product decision regarding price, promotion and distribution can be

taken after studying the consumer behaviour and how they react to

the product.

5) In an Indian market where changes take place very often, where the

government keeps on changing, it is essential to study the

expectations of the consumer based on the changes.

6) Consumer behaviour study helps a marketer in exploiting new

opportunities and meeting the challenges and requirements of an

Indian consumer.

Consumer behaviour can be said to be the melding of all those bodies of

knowledge concerning with human behaviour-behavioral sciences.

SAMPLING PROCEDURE

The sample size of collection of data is 100 respondents.

Sampling is basically targeted to the consumers who own Honda Activa,

who are chosen by simple random technique. Though the size of sample

is small, it has highly reliable findings as it is targeted to right Honda

Activa owners.

DATA COLLECTION METHOD

The type of information required for the study was satisfactory

level of the consumers who own Honda Activa. So data is collected

through ‘personal interview method’. This method has helped in

obtaining data on factors such as attitude, satisfaction level, mode of

purchase etc. by this method one can expect a reliable information, which

is referred to as quantitative research design method.

SOURCES OF DATA



It refers to method used to conduct research for Silicon Honda in this

research all the data have been collected through “primary source of Data

collection” method, for the study of “Honda Activa”.



CHAPTER-III

Industrial back ground of the study

Growth of the industry

Industry profile

Motor cycle sweep stakes

Origin of the organization

Product profile

INDUSTRIAL BACK GROUND OF THE STUDY

Since time immemorial man has been trying to make things which would

make life easier. Among these is the transportation for himself and the

goods.

The invention of wheel revolutionized the concept of transportation.

Initially human beings and animals were used for drawing carts but the

zest to faster and deliver large quantities in faster period resulted in

constant improvement of wheel driven carts.



In 1985 Gattlib Palmer and Kalt Benz invented the first petrol driven car.

This was the beginning of the trend, which revolutionized the concept of

personal transport. But with the passage of time the need for a fuel-

efficient light weight vehicle was felt.

Thus resulted in the invention of Europe, a car on two wheels. The two

wheelers came to recognize as a family vehicle and have retained this

character of date. Not only it is recognized to be useful mode of

transportation for a family it is also safe.

GROWTH OF THE INDUSTRY

In India two wheelers have demonstrated the ever since they come

to know been used in the country. So the manufacturers are all set to woo

the customers with the styles that surprise. Efficiency above expectations.

Durability and services more reliable and pricing.

Since the 1980’s the market for personalized transport experienced a

strident growth in the country.

From January 1994 the market especially for two wheelers has so grown

to meet the demand of the customers of India. The production capacity

has been consistently increased.

Largely speaking three major categories of two wheeler started coming,

the Scooters, the Motorcycles and Mopeds. The recent trend is for the

scooterette.

INDIAN AUTOMOBILE MARKET:



In India basically the people are composed of middle and lower income

people. For them economical and reasonable comfortable bike or scooter

with less maintenance was the priority. Honda noticed this and their

efforts paid dividends when Activa and Dio were launched. The two

wheeler age revolutionized Indian automobile market. The customer’s

attitudes too changed with preference for looks, low cost, maintenance,

fuel efficiency. Power engine, availability of spare parts, comfortable

riding and good after sales service.

Consumer’s long list of preference was carefully kept in mind and a new

era of market segmentation began. The market now segregates high

income and middle income from rich class of customers. Bikes and

scooterettes for every one has become a motto for automobile industry.

Rich and high-income group of customers usually goes for:

– Looks

– Maintenance

– Power

The middle and low-income people goes for:

– Fuel efficient

– Power

– Economical cost

INDUSTRY PROFILE

The Indian two wheelers industries can be broadly classified as scooters,

motorcycles and mopeds. These segments as shown below constitute the

domestic two wheeler sales of 3.4 million in financial year 2009-09.



In the last six years, the domestic two wheeler industries have seen

structural changes. This can be seen from the change in composition of

two wheeler sales. Where the motor cycles have consistently gained

market share from scooter and moped segment to corner a share of 41%

of total two wheeler sales. This trend is expected to continue in the next

two years till the four stroke scooters make their presence felt in this

segment. The table below gives an idea about the strides made by motor

cycle segment in the last six years.

Moped sales in southern region lead in three wheeler sales with a

contribution of 42% and 35.8% of total three wheeler sales respectively.

In the terms of three wheeler vehicle population in Maharashtra State

stands first with a population of 0.39 mn and Gujarat in the second place

with 0.22 mn as on March 31st 2009.

MOTOR CYCLE SWEEP STAKES:

MARGINS VOLUME NET PROFIT

2009-10

(assessment

year )

SALES in

nos.

( Rs. Cr) ( Rs. Cr ) (%)

Hero-Honda 10,29,591 3369.88 246.87 7.33Bajaj auto 5,42,531 3628.74 249.95 6.89TVS 3,54,497 1820.98 62.57 3.44Yamaha 1,71,307 not listed not listed not listedLML 36,160 633.74 -41.29 -6.52

INDUSTRIAL BACKGROUND

Indian automobile industry is full of big names such as Maruti,

Kawasaki, Tata, TVS, Suzuki, Yamaha, Hero Honda, and many others

have swept away the automobile market with high quality 2 and 4

wheelers. When we shift our attention to manufacturers of bikes in India

such as Hero Honda, Yamaha, TVS-Suzuki, Bullet and many others



occupy pre-dominant positions in our eyes. These have been gained big

status to their entity with liberalization opening gates of conservative

Indian economy, many multinational companies are collaborating with

Indian companies to market share for their vehicles at international level.

HONDA

Honda is the world's largest manufacturer of 2-wheelers. Its

symbol, the Wings, represents the company's unwavering dedication in

achieving goals that are unique and above all, conforming to international

norms. These wings are now in India as Honda Motorcycle & Scooter

India Pvt. Ltd. (HMSI), a wholly owned subsidiary of Honda Motor

Company Ltd., Japan. These wings are here to initiate a change and make

a difference in the Indian 2-wheeler industry. Honda's dream for India is

to not only manufacture 2-wheelers of global quality, but also meet and

exceed the expectations of Indian customers with outstanding after sales

support.

ORIGIN OF THE ORGANIZATION

Honda Activa is the first scooter model of HMSI for the Indian market.

It has revitalized the Indian scooter market after its launch in the year

2009. Within the 1st year of its launch it has been awarded the 'Scooter

of the Year' by Overdrive magazine and also the 'Readers Choice

Award' for the best scooter by Auto India Magazine.



The Honda Activa has set a new standard for new era of scooters in India.

It has been developed exclusively for the Indian market after closely

examining the changing lifestyles, wants and needs of the consumers.

The Honda Activa has been designed to cater people who believe:

• The conventional Indian scooter is too big and difficult to handle

• The scooterette is too small and similar to mopeds

The Honda Activa is equipped with a number of new functions and

mechanisms, introduced for the first time in India. It is designed to offer

greater functionality, performance, economy, and ease of handling and

maintenance to a wide cross-section of the Indian society.

As responsible members of society and industry, we Honda Motorcycle

and Scooters India Pvt. Ltd. (HMSI), Manesar manufacturer of two

wheelers, recognize that well being of humans and conservation of earth's

environment is important. By adopting environmental management

system, HMSI is moving towards realization of Honda's green factory

concept.

We shall endeavor to continually monitor, improve and conserve the

environment in which we operate. HMSI is committed to achieve,

environmental excellence in all its industrial activities, in the following

ways:

• Conserving environment through preventing pollution at its source of

generation and strengthening our existing pollution control system.



• Promoting conservation of resources such as energy, water, oil and

grease and other raw materials, by reusing, recycling and minimizing

the waste generation.

• Complying with all applicable legal/regulatory requirements and strive

to go beyond wherever possible.

• Regular monitoring and reviewing of environmental objectives and

targets.

• Increasing environment awareness and competence amongst our

employees and encourage vendors & dealers to adopt EMS.

HMSI will establish its environmental management system following

PDCA cycle and continuously work to make it more effective. The policy

will be well disseminated to our employees as well as to

public at large.

The Three Joys

In line with Honda's Philosophy, HMSI conducts all its daily

activities in pursuit of the following joys:

The Joy of Buying

The joy of using world class products

The Joy of Selling

The joy of selling world class products

The Joy of Manufacturing

The joy of producing high quality products

Honda is the world's largest manufacturer of 2-wheelers. Its symbol, the

Wings, represents the company's unwavering dedication in achieving

goals that are unique and above all, conforming to international norms.

These wings are now in India as Honda Motorcycle & Scooter India Pvt.

Ltd. (HMSI), a wholly owned subsidiary of Honda Motor Company Ltd.,

Japan. These wings are here to initiate a change and make a difference in

the Indian 2-wheeler industry. Honda's dream for India is to not only



manufacture 2-wheelers of global quality, but also meet and exceed the

expectations of Indian customers with outstanding after sales support.

ADDRESSES:• Official Name Honda Motorcycle & Scooter India Pvt. Ltd.• Established 20th FIB.MARCH 2010• Place New Delhi, India• Capital Rs. 300 Crore•Representative Mr. Haruo Takiguchi, President & CEO•Factory Location Manesar, District Gurgaon, Haryana, India•Production Capacity 200,000 units per year

Racing

Honda has always played an important role in motor sports,

believing it to be the springboard for technological advancement. Honda

has made its mark in the 500cc class Motorcycle Racing World

Championship and more.

Technology

Our fundamental design philosophy seeks to maximize space and

comfort for people, while minimizing the space required for mechanical

components. With this aim in mind, Honda's R&D activities include

product-specific development and research.

Safety

At Honda, we use a three-prong approach, based on preventing

accidents, minimizing injury in the unlikely event of an accident and our

Driving Safety Promotion operations. Honda's safety philosophy

emphasizes the development of appropriate technologies for its products,

so as to ultimately achieve maximum riding comfort for its customers.



Honda was the first manufacturer in Japan and India to develop and apply

the anti-lock brake system for the two wheelers.

Environment

Honda is unrivalled in making a conscious effort to lower the

emissions of every one of its vehicles, 2 and 4-wheelers. It is actively

pursuing the development of a 4-stroke engine in all 2-wheelers by 2009.

PRODUCT PROFILE

HONDA ACTIVA

Technical Specifications

Engine:

Type 4-stroke, single cylinder, air cooled,

OHC Displacement 102 ccMaximum Power 7 Bhp at 7000 rpm Maximum Torque 0.8 Kg-m at 5500 rpm Transmission V-maticIgnition Self and KickElectricals:

Battery 12 V, 5 Ah Headlamp 35 WChassis:

Frame High rigidity under bone typeDimensions (l*b*h) 1765*715*1130 mmWheel Base 1235 mmSeat Height 760 mmGround Clearance 145 mmFuel Tank Capacity:

Tank capacity 6 litres



Brakes:

Front Drum, 130 mm diaRear Drum, 130 mm diaTyre size:

Front 3.50-10, 4 PRRear 3.50-10, 4 PR

Suspension:

Front Bottom link with spring loaded

hydraulic damperRear Unit swing with spring loaded

hydraulic damper

Colors:

➢ Strand silver metallic

➢ Black

➢ Laser red

➢ Precious gold metallic

➢ Azure blue metallic

Features:

Aerodynamic Design: The Honda Activa has an aerodynamic body that

helps cool the engine through smoother airflow. It also helps to lower fuel

consumption by lowering air resistance.

Tuffup Tube: The Tyres of the Honda Activa have double layered tubes

with fluid in between. This seals the air leakage in case of a puncture to

ensure that the rider enjoys a hassle-free ride.

Under Seat Box: Neatly hidden beneath the seat of the Honda Activa is

space that can comfortably hold a helmet or any other thing you wish to

put away.



CLIC: The ‘Convenient Lift-up Independent Cover’ enables one to

easily lift-up the Honda Activa’s body cover, like the bonnet of a car.

This makes routine maintenance easier and faster.

Multi-Reflector headlamp: Honda Activa has a powerful and very

stylish multi-reflector headlamp that increases road visibility to make

night driving a safe experience.

HONDA DIO

Honda has done it again! After wooing the masses with its brilliant but

conservatively styled Activa, Honda now plays the style card with the

Dio. And squashes the opposition in emphatic style.

A pertinent question which I must ask. Do real men ride scooters? Those

girly, electric-start, UN-geared, twist and go scooters? No? I would have

yelled an emphatic 'no' if this question was posed to me a year ago. Come

on, men ride motorcycles, preferably big brawny Bullets!

Ask me this question today and you will hear me coo a different tune.

Maybe it's just me becoming old and boring but everyone in the office

seems to concur with my view. And for that the Honda Activa has to be

blamed. Spoilt us it has, over a year of leisurely riding. But there still was

that one little reservation I had against the Activa. Being young in years

most of my waking hours are spent trying to impress the ladies and the

conservative, even boring, styling of the Activa ain't going to cut much

ice.

Which is why the Activa has been in Aspi's possession (he being of the

married type) for all these months while I have been breaking my head

over a succession of Bullets. But didn't someone say there always is light

at the end of the tunnel and in this case the light ain't of an oncoming



train. Rather it has 'Dio' splattered across its sides.

The Dio is clad entirely in plastic panels, a departure from the steel-

bodied Activa. Honda wanted to play it safe with the Activa and hence it

is steel-bodied, but with the Dio, the contemporary approach to panels

has been adopted resulting in 12kg weight reduction, more of which later.

Developing plastic moulds is also much cheaper that steel.

Ergonomically the Dio is spot-on and quality of components and controls

is top-notch, as we have come to expect from any Honda offering. The

handlebar-seat-footboard relationship has been optimized perfectly for

riding comfort. The Dio also has the CLIC cover that lifts up the Honda's

body like a car bonnet allowing easy access to the engine for routine

maintenance. In terms of build quality, we can emphatically state the Dio

will remain bombproof.



CHAPTER-IV

Data Analysis & Interpretation



Table 1:

Age Group of the Respondents

Age No of respondents18-25 3925-32 1832-39 1139 & above 32Observation

Age is the very important factor in the purchase decisions of the

customers. People of different age group prefer different types of two

wheelers. Out of the surveyed 100 respondents, 39 % respondents belong

to the age group 18-25 years; 18 % respondents belong to the age group

of 25-32 years; and 11 % respondents belong to the age group of 32-39;

32 % of them belong to 39 & Above.

Graph 1: Age Group of the Respondents

Table 2:

Sex of the respondents

Sex No of respondents



Male 76Female 24Observation

Sex is also an important consideration for the marketers so as to know

which of the sex prefer to buy their products. The above study shows that

out of the surveyed 100 respondents of Honda Activa 76% of the users

were male and the rest 24% of them were female. This reveals that male

users are more in number but there are also females who too use Activa.

Graph 2:

Sex of the respondents

Table 3:

Occupation of the Respondents

Occupation No of respondents Student 34Service 21Business 6Professional 39Observation

Occupation is very important factor or consideration in purchasing a two

wheeler. People prefer to buy a two wheeler for the sake of their status

and the kind of work they do. Out of the surveyed 100 respondents, 6 %

or 6 respondents were doing business; 39 % or 39 respondents were doing

professional; 21 % or 21 respondents were doing service; and 34 % or 34

respondents were student.

Graph 3:

Occupation of the Respondents



Table 4:

Monthly Income of the Respondents

Monthly Income No of respondents5000-10,000 710,000-15,000 4715,000-20,000 1920,000 & Above 27Observation

Income is the important consideration in the purchase of a two wheeler.

Depending on his income the person will go for the type of two wheeler,

which he can afford for. Out the surveyed 100 respondents; 7 % or 7

respondents belong to 5000-10,000; 47 % or 47 respondents belong to

10,000-15,000; 19 % or 19 respondents belong to 15,000-20,000; and rest

7 % or 7 respondents belong to 20,000 and Above.

Graph 4:

Monthly Income of the Respondents

Table 5:

Ownership status of the Activa

Ownership status No of respondentsSelf owned 99Company owned 1Company leased 0



Observation

The study shows that out of the 100 surveyed respondents 99% of them

owning Activa were self-owned, 1% was company owned and none of

them were using company leased.

Graph 5:

Ownership status of the Activa

Table 6:

Recommendation of Activa to others

Recommendation No of respondents Yes 87No 13

Observation

The above study reveals that the 87% of the respondents would like to

recommend Honda Activa to others, such as their friends and relatives.

And 13% of the respondents told that they would not recommend Activa,

as they would get a bike for the same cost.

Graph 6:

Recommendation of Activa to others



Table 7:

Ratings for Ride, Handling

Ratings No of respondentsExcellent 48Good 26Average 16Poor 10Observation

The study shows that the respondents ratings for Ride & Handling. 48%

of them told that it was excellent, 26% told that it was good, 16% told

that it was average and 10% of them told that it was poor.

Graph 7:

Ratings for Ride, Handling

Table 8:

Ratings for Comfort

Ratings No of respondentsExcellent 52Good 24Average 23Poor 1



Observation

The study shows that the respondents ratings for Comfort. 52% of them

told that it was excellent, 24% told that it was good, 23% told that it was

average and 1% of them told that it was poor.

Ratings for Comfort

Table 9:

Ratings for Road Grip


Observation

The study shows that the respondents ratings for Road Grip. 17% of them

told that it was excellent, 21% told that it was good, 37% told that it was

average and 25% of them told that it was poor.

Ratings for Road Grip

Table 10:

Ratings for Engine Performance




Observation

The study shows that the respondents ratings for Engine Performance.

47% of them told that it was excellent, 15% told that it was good, 31%

told that it was average and 7% of them told that it was poor.

Ratings for Engine Performance

CHAPTER-V

Findings

Suggestions

Conclusion



FINDINGS

Silicon Honda Pvt. Ltd. Occupy prime position with 52% of

sample size recommending the dealers for Honda Activa two

wheelers.

27% of the sample size told that the service given by the Silicon

Honda was excellent.

Advertisements have popularized other dealers with friends of the

customers with 42% of them indicating for it.

Delivery instruments are given properly by all the dealers.

All the customers say that they prefer to service their vehicles at

the authorized service centers only.



33% of the customers told that they would purchase another Honda

Activa in future for their family members or for their relatives.

29% of the customers say that they purchased Activa for its

travelling comfort.

22% told that Activa is easy to ride.

26% told that Activa is a fuel efficient two wheeler.

99% of the customer’s ownership status of Activa is self-owned.

12% purchased Activa as they felt it was a trend for it.

Indian market is full of middle class customers and most of the

customers owning Activa belonged to middle class category.

The customers got aware of Honda Activa largely through

magazines and newspapers.

34% of the customers were students and 39% of them were

professionals.

76% of the customers were male and 24% of them were female.

SUGGESTIONS

This study is aimed at analyzing customer satisfaction with sample of 100

members, which has helped in getting an overall view of customer

satisfaction towards Honda Activa considering different criteria.

Base on the study following suggestions can be considered

Providing more techno-driven, sophisticated exteriors keeping

track of present situation.

To increase the mileage efficiency

To provide mobile servicing a should be able to reach the spot in

case of any breakdown



To bring down the cost of spares and to improve genuinely.

To change shape or body design of Omni so as to increase road

safety especially during swift turns.

To give more ads on to drive slowly and safely.

Sales executives should constantly review the present, the past and

the future objectives and there by evaluate their performance.

Gathering and processing data through electronic data processing

system there by time spent on information evaluation feed back can

be reduced.

Building satisfaction: sales person should reassure the customer

regarding decision taken by him while ordering product/service.

They should constantly provide adequate solutions for purchasing a

product.

Final buyer relation: sales personnel who are in contact with final

buyer should be courteous, friendly and competent in their jobs.

Customer care is best way to build long-term relation, because they

also have emotional and psychological needs when they purchase a

car.



CONCLUSION

1. Improved product and process quality

2. Incorporates lessee learned and best practices from global automotive

industry

3. Provides additional confidence for global souring

4. Provides a global quality system approach in the supply chain for

subcontractor development and consistency.

5. Reduction in variation, waste and increased efficiency



6. Reduction in second party audits and elimination of multiple third

party registration

7. Provides a common language for worldwide quality system

requirements

ANNEXURE

Questionnaires

Bibliography



QUESTIONNAIRE

Name:

Age:

Sex:

Address: ---------------------------------------------------------

---------------------------------------------------------

Phone No:

Email ID:

Occupation: Student � Business �

Service � Professional �

Monthly Income: 5000-10,000 � 10,000-15,000 �



15,000-20,00 � 20,000 & Above �

SPECIFIC INFROMATION

1. What is the owner ship status of Honda Activa?

Self owned �

Company owned �

Company leased �

2.Age group of the respondents

○ 18-25

○ 25-32

○ 32-39

○ 39 & above

3. sex of the respondents

○ Male

○ Female

4. If you were to recommend a scooter would you

recommend anyone Honda Activa?

Yes � No �

5. How do rate Honda Activa in terms of

Basis Excellent Good Average Poor Ride, Handling Comfort Road gripMileage Design Engine performance Speed Braking Pick-up



6. Where did you buy your scooter?

Dealers Name:

Silicon Honda � City Honda �

Haiku Honda � Planet Honda �

7. Reason for above dealers?

Service performance facilities � Friends �

Advertisement � Others �

8. Where do you usually go for service?

Authorized selling dealer �

Other authorized service center �

Private shop �

9. Are you planning to buy another Activa in the near

future?

Yes � No �

10. What mode of do you prefer?

Cash � Finance schemes �

Company loan � Others �

11. What are the sources the create awareness?

News papers � Television �

Magazines � Show-room display �

Exhibition � Postal catalogue �

12. Occupation of the respondents

Student

Service

Business

Professional

11. Ratings for comfort

Excellent

Good



Average

Poor

11. Ratings for road grip

Excellent

Good

Average

Poor

15.ratings for engine performance

Excellent

Good

Average

Poor



BIBLIOGRAPHY

Books:

1. Principles of Marketing Management

By Philip Kotler.

2. Research Methodology

By C.R.Kothari.

Magazines:

1. Auto World.

2. Over drive.

3. Auto India.

News Papers:

1. Times of India.

2. Economic Times.

Web Sites:



www.honda2wheelersindia.com

www.activa.com

www.hondabick.com


http://www.honda2wheelersindia.com/

http://www.hondabick.com/

http://www.activa.com/

honda

Documents

wholly owned subsidiary

honda motorcycle

organization product profile

scooter india pvt

customer satisfaction level

study methodology limitations

data collection method

honda motor company