two wheeler (1).docx

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Executive Summary

&anagement ideas without any action $ased on them mean nothing That is why practical

e"perience is vital for any management student Theoretical studies in the class room are

not sufficient to understand the function climate and the real pro$lems coming in the way

of management of men So practical e"posures are indispensa$le to such courses Thus

practical e"perience arts as a supplement to the class room studies !t offers an e"posure

to real practical of management in various organi2ations !t e"poses invalua$le treasures

of e"penses to a student

The phenomenon of creation is a long process re3uiring time# energy and dedications

well as skill and e"perience of those people engaged in the task# ultimately in the

outcome as the final form of em$odiment of the creator4s vision Research work

constitutes the $ack$one of any management education program A management student

has to do research work 3uite fre3uently during his5her entire span

This report deals with the 6Demographical Factor !egar"i#g T$o Wheeler

%urchae&' ! learnt many new things which could never $een learnt from theory classes

!n the forthcoming pages# an attempt has $een made to present a comprehensive report

concerning different aspects of my training# the overall knowledge gained $y me will

reflect in the report itself


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Ta(le o) co#te#t

Chapter * + *#tro"uctio#

77 +verview

78 Two%wheeler !ndustry in !ndia

79 !ndustry performance

7: The key to success of two wheeler automo$ile industry

7; *ustomer Satisfaction

Chapter ** + !evie$ o) literature , !eearch Metho"ology

87 /iterature Review

88 Research &ethodology

Chapter *** + Data A#alyi + Demographic %ro)ile , )actor A#alyi

Demographic characteristics of the sample data

Chapter *-+ Cutomer Sati)actio# o# pot ale ervice

Chapter -+ Fi#"i#g. Co#cluio#. Suggetio#. Limitatio#

Appe#"ix

/i(liography


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Lit o) Ta(le0Chat0Diagram0Figure

S'No Ta(leNo

Ta(le 1ea"

7 Ta$le%7 Demand Forecast for &otorcycles and Scooters

8 Ta$le%8


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Lit o) )igure+

NO' Figure 1EAD7 Demand for motor cycle# scooters and moped

8 *hange in status with two wheeler industry

9 Annual


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Chapter *

*NT!OD3CT*ON


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*NT!OD3CT*ON

4'45 *#"utry overvie$

Automo$ile is one of the largest industries in glo$al market Eeing the leader in product

and process technologies in the manufacturing sector# it has $een recogni2ed as one of the

drivers of economic growth During the last decade# well%directed efforts have $een

made to provide a new look to the automo$ile policy for reali2ing the sectorGs full

potential for the economy Steps like a$olition of licensing# removal of 3uantitative

restrictions and initiatives to $ring the policy framework in consonance with WT+

re3uirements have set the industry in a progressive track Removal of the restrictive

environment has helped restructuring# and ena$led industry to a$sor$ new technologies#

aligning itself with the glo$al development and also to realise its potential in the country

The li$erali2ation policies have led to continuous increase in competition which has

ultimately resulted in moderni2ation in line with the glo$al standards as well as in

su$stantial cut in prices Aggressive marketing $y the auto finance companies have also

played a significant role in $oosting automo$ile demand# especially from the population

in the middle income group

The !ndian two wheeler market has a si2e of over Rs 7CC#CCC million

The !ndian two wheeler segment contri$utes the largest volumes amongst all the

segments in automo$ile industry Though the segment can $e $roadly categori2ed into 9

su$%segments vi2H scooters# motorcycles and mopedsH some categories introduced in the

market are a com$ination of two or more segments eg scooterettes and step thru4s The

market primarily comprises five players in the two wheeler segment with most of the

companies having foreign colla$orations with well%known Iapanese firms earlier Eut

most of the companies are now planning 7CCJ su$sidiaries in !ndia

!n the last four to five years# the two%wheeler market has witnessed a marked shift

towards motorcycles at the e"pense of scooters !n the rural areas# consumers have come

to prefer sturdier $ikes to withstand the $ad road conditions !n the process the share of

motorcycle segment has grown from :J to ;J# the share of industry


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4'65 T$o7$heeler *#"utry i# *#"ia

Two%wheeler segment is one of the most important components of the automo$ile sector

that has undergone significant changes due to shift in policy environment The two%

wheeler industry has $een in e"istence in the country since 7B;; !t consists of three

segments vi2 scooters# motorcycles and mopeds According to the figures pu$lished $y

S!A the share of two%wheelers in automo$ile sector in terms of units sold was a$out C

per cent during 8CC9%C: This high figure itself is suggestive of the importance of the

sector !n the initial years# entry of firms# capacity e"pansion# choice of products

including capacity mi" and technology# all critical areas of functioning of an industry#

were effectively controlled $y the State machinery The lapses in the system had invited

fresh policy options that came into $eing in late si"ties Amongst these policies#

&onopolies and Restrictive Trade Practices (&RTP) and Foreign ,"change Regulation

Act (F,RA) were aimed at regulating monopoly and foreign investment respectively

This controlling mechanism over the industry resulted inK (a) several firms operating

$elow minimum scale of efficiencyH ($) under%utilisation of capacityH and (c) usage of

outdated technology Recognition of the damaging effects of licensing and fettering

policies led to initiation of reforms# which ultimately took a more prominent shape with

the introduction of the ?ew ,conomic Policy (?,P)Lowever# the major set of reforms was launched in the year 7BB7 in response to the major

macroeconomic crisis faced $y the economy The industrial policies shifted from a

regime of regulation and tight control to a more li$eralised and competitive era Two

major results of policy changes during these years in two%wheeler industry were that the#

weaker players died out giving way to the new entrants and superior products and a

si2ea$le increase in num$er of $rands entered the market that compelled the firms to

compete on the $asis of product attri$utes Finally# the two%wheeler industry in the

country has $een a$le to witness a proliferation of $rands with introduction of new

technology as well as increase in num$er of players Lowever# with various policy

measures undertaken in order to increase the competition# though the degree of

concentration has $een lessened over time# deregulation of the industry has not really

resulted in higher level of competition


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787) A Gro$th %erpective

The composition of the two%wheeler industry has witnessed sea changes in the post%

reform period !n 7BB7# the share of scooters was a$out ;C per cent of the total 8%wheeler

demand in the !ndian market &otorcycle and moped had $een e"periencing almost e3ual

level of shares in the total num$er of two%wheelers !n 8CC9%C:# the share of motorcycles

increased to > per cent of the total two%wheelers while the shares of scooters and

mopeds declined to the level of 7= and = per cent respectively A clear picture of the

motorcycle segmentGs gaining importance during this period is e"hi$ited $y the Figures 7#

8 and 9 depicting total sales# share and annual growth during the period 7BB9%B: through

8CC9%C:

Some o) the )eature that "eerve atte#tio# i# repect o) the *#"ia# t$o $heeler

egme#t are a me#tio#e"K

the total sale of two wheelers in !ndia has touched a figure of >= million units $y

&arch# 8CC># up 77:8J from the previous fiscal figures of >C; million Production

during the period reached =9 million units

the production of two wheelers in !ndia is e"pected to reach a staggering 7>; million

units $y 8C77%78# more than dou$le of the current production level

the two%wheeler production capacity is to reach 8897 million units in 8C77%78

compared with 7C> million in 8CC=%C>

!ndia is likely to e"port 79B million two%wheelers in 8C77%78 compared with ;BC#CCC

in 8CC=%C>

Total investment for new capacity generation in two%wheeler segment is likely to $e

more than M88 $illion (!?R7C# CCC crore)

Lero Londa# Eajaj Auto and T@S &otor remain the leading players in terms of sales and

popularity of their two wheeler The key to success of automo$ile industry lies not only in

having good products $ut also in $eing a$le to provide the customer with the level of

service they desire Eecause of increasing competitiveness in the !ndian automo$ile


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industry almost all automo$ile manufacturers have invested valua$le resources on

customer satisfaction as a tool to understand the needs and e"pectations of their

customers !ncreased presence of two% wheeler vehicles throughout the country has

created a growing need for providing service infrastructures closer to the customersG

homes or offices A study on customer satisfaction on post%sales service with reference to

two%wheeler automo$ile industry was conducted in the Dehradun city Primary data was

collected from 7CC customers who purchased the motor$ikes of various two%wheeler

companies The study is presented under two headsK a) Part ! and $) Part !! Part ! outlines

the perception of customers on post%sales service and Part !! gives a ranking of

respondents $ased upon satisfaction


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1.3) INDUSTRY PERFORMANCE

The domestic two wheeler industry volumes declined by 14.7% to 567k units as

compared to 665k units in Nov’07. This was primarily due to a slump in domestic

motorcycle volumes which dropped 20.2% to 431k. However, domestic scooters and

other two wheeler volumes grew by 9.4% to 136k units led by strong performance from

Hero Honda Ltd (HH), Honda Motorcycle & Scooters Ltd (HMSI) and Suzuki

Motorcycle India Ltd (SMIL) in gearless scooter space. The lack luster performance in

the domestic markets was to an extend compensated by a 50% jump in exports to 89k

units. Overall the two wheeler industry volumes dropped by 9.3% to 657k units from

724k units in Nov’07

1.3.1) COMPANY-WISE PERFORMANCE ANALYSIS

HH improved market share after it held its volumes in Nov’08 in an otherwise declining

market. A small dip of 0.8% in motorcycle sales was supplemented by a strong

performance in scooter segment, which grew by 33.8% to 14k units. Overall volumes

remained flat at 289k units. A strong performance in FY09 relative to peers has helped

HH increase market share by 180bps to 43.2%.

BAL and TVSM volumes dropped 37% and 21% to 131k units and 45k units respectively

post decline in motorcycles sales. Both BAL and TVSM have a strong presence in the

economy and premium segments. The economy segment wherein majority of the

purchases are financed, was largely hit by a slowdown in availability of finance and loan

disburses. The premium segment, a forte for BAL with its Pulsar model accounting for

50% market share and TVS with its Apache model, saw increased competition post

launch of Yamaha FZ16 in Oct’08. Competition is further expected to increase with

launch of Suzuki GSR150 in Jan’09.HMSI, which has seen a strong growth in volumes in

FY09, extended its gains with 63% increase in motorcycle volumes to 37k units largely

due to incremental volumes from 125cc CBF Stunner launched in Jul’08. The Scooters &

other two-wheeler segment wherein HMSI holds 40% market share due popular models


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like Activa & Dio grew by 27.7% 63kunits. HMSI with its strong performance in

FY09YTD has witnessed an 80bps increase in market share to 12%

Automo$ile is one of the largest industries in glo$al market Eeing the leader in product

and process technologies in the manufacturing sector# it has $een recogni2ed as one of the

drivers of economic growth During the last decade# well%directed efforts have $een

made to provide a new look to the automo$ile policy for realising the sectorGs full

potential for the economy Steps like a$olition of licensing# removal of 3uantitative

restrictions and initiatives to $ring the policy framework in consonance with WT+

re3uirements have set the industry in a progressive track Removal of the restrictive

environment has helped restructuring# and ena$led industry to a$sor$ new technologies#

aligning itself with the glo$al development and also to realise its potential in the country

The li$eralisation policies have led to continuous increase in competition which has

ultimately resulted in modernisation in line with the glo$al standards as well as in

su$stantial cut in prices Aggressive marketing $y the auto finance companies have also

played a significant role in $oosting automo$ile demand# especially from the population

in the middle income group

Two%wheeler segment is one of the most important components of the automo$ile sector

that has undergone significant changes due to shift in policy environment The two%

wheeler industry has $een in e"istence in the country since 7B;; !t consists of three

segments vi2 scooters# motorcycles and mopeds According to the figures pu$lished $y

S!A the share of two%wheelers in automo$ile sector in terms of units sold was a$out C

per cent during 8CC9%C: This high figure itself is suggestive of the importance of the

sector !n the initial years# entry of firms# capacity e"pansion# choice of products

including capacity mi" and technology# all critical areas of functioning of an industry#

were effectively controlled $y the State machinery The lapses in the system had invited

fresh policy options that came into $eing in late si"ties Amongst these policies#

&onopolies and Restrictive Trade Practices (&RTP) and Foreign ,"change Regulation

Act (F,RA) were aimed at regulating monopoly and foreign investment respectively

This controlling mechanism over the industry resulted inK (a) several firms operating

$elow minimum scale of efficiencyH ($) under%utilisation of capacityH and (c) usage of


14/65

outdated technology Recognition of the damaging effects of licensing and fettering

policies led to initiation of reforms# which ultimately took a more prominent shape with

the introduction of the ?ew ,conomic Policy (?,P) in 7B;

Lowever# the major set of reforms was launched in the year 7BB7 in response to the major

macroeconomic crisis faced $y the economy The industrial policies shifted from a

regime of regulation and tight control to a more li$eralised and competitive era Two

major results of policy changes during these years in two%wheeler industry were that the#

weaker players died out giving way to the new entrants and superior products and a

si2ea$le increase in num$er of $rands entered the market that compelled the firms to

compete on the $asis of product attri$utes Finally# the two%wheeler industry in the

country has $een a$le to witness a proliferation of $rands with introduction of new

technology as well as increase in num$er of players Lowever# with various policy

measures undertaken in order to increase the competition# though the degree of

concentration has $een lessened over time# deregulation of the industry has not really

resulted in higher level of competition

The composition of the two%wheeler industry has witnessed sea changes in the post%

reform period !n 7BB7# the share of scooters was a$out ;C per cent of the total 8%wheeler

demand in the !ndian market &otorcycle and moped had $een e"periencing almost e3ual

level of shares in the total num$er of two%wheelers !n 8CC9%C:# the share of motorcycles

increased to > per cent of the total two%wheelers while the shares of scooters and

mopeds declined to the level of 7= and = per cent respectively A clear picture of the

motorcycle segmentGs gaining importance during this period is e"hi$ited $y the Figures 7#

8 and 9 depicting total sales# share and annual growth during the period 7BB9%B: through

8CC9%C:


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8CC8%C9 through 8C77%78 The forecasts had $een made using econometric techni3ue

along with inputs o$tained from a primary survey conducted at 7: prime cities in the

country ,stimations were $ased on Panel Regression# which takes into account $oth time

series and cross section variation in data A panel data of 7= major states over a period of

; years ending 7BBB was used for the estimation of parameters The models considered a

large num$er of macro%economic# demographic and socio%economic varia$les to arrive at

the $est estimations for different two%wheeler segments The projections have $een made

at all !ndia and regional levels Different scenarios have $een presented $ased on

different assumptions regarding the demand drivers of the two%wheeler industry The

most likely scenario assumed annual growth rate of


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northern region# which will account for more than ;C per cent of the demand for scooters

in 8C77%78

The present economic situation of the country makes the scenario $righter for short%term

demand Real : per cent during the first 3uarter of

8CC: Eoth industry and the service sectors have shown high growth during this period at

the rates of C and B; per cent respectively Lowever# poor rainfall last year will pull

down the


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for various categories of motorcycles and scooters With the formal introduction of

secondhand car market $y the reputed car manufacturers and easy loan availa$ility for

new as well as used cars# the two%wheeler industry needs to upgrade its market

information system to capture the new market and to maintain its already e"isting

markets Availa$ility of easy credit for two%wheelers in rural and smaller ur$an areas also

re3uires more focussed attention !t is also imperative to initiate measures to make the

presence of !ndian two%wheeler industry felt in the glo$al market Ade3uate incentives

for promoting e"ports and setting up of institutional mechanism such as Automo$ile

,"port Promotion *ouncil would $e of great help for further surge in demand for the

!ndian two%wheeler industry

4'95 The :ey to ucce o) t$o $heeler automo(ile i#"utry

The key to success of two wheeler automo$ile industry lies not only in having good

products $ut also in $eing a$le to provide the customer with the level of service they

desire Eecause of increasing competitiveness in the !ndian automo$ile industry# almost

all automo$ile manufacturers have invested valua$le resources on customer satisfaction

as a tool to understand the needs and e"pectations of their customers !ncreased presence

of two% wheeler vehicles throughout the country has created a growing need for providingservice infrastructures closer to the customersG homes or offices A study on customer

satisfaction on post%sales service with reference to two%wheeler automo$ile industry was

conducted in the Dehradun city Primary data was collected from 7CC customers who

purchased the motor$ikes of various two%wheeler companies The study is presented

under two headsK a) Part ! and $) Part !! Part ! outlines the perception of customers on

post%sales service and Part !! gives a ranking of respondents and satisfactory inde" on

post%sales service of two%wheeler automo$ile industry The !ndian two wheeler market is

increasingly $ecoming a price warfield ,veryone and their competitor wants to win the

title of the GWorldGs cheapest $ikeG and the customer has $ecome the 'ing Eut ! often

wonder if this price $ased competition is good for the health of the industry !snGt

everyone eating their own margins in the 3uest for greater market share and farther

market e"pansionN And where does this leave smaller players like /&/ (going through


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some very tough times as of now)# 'inetic (good scooters# 3uestiona$le field network#

trying hard in motorcycles) and even Oamaha and T@SN ! am not even talking of Lero

&otors A $ig guy like Lero Londa or Eajaj Auto can arm twist suppliers to deliver parts

cheaper# which ! am sure the suppliers wonGt mind doing considering the volumes that

these two guys offer Eoth the &unhall and Eajaj families are also typical in the way they

promote companies run $y their $rothers# cousins# in%laws etc etc So Eajaj Auto can

always ask for cheaper rates from a @arroc or Auraga$ad ,lectricals while Lero Londa

can do the same with &A* or &unjal Showa or +ma" Auto Eut what happens to /&/

(still makes a lot of its components# very archaic)# 'inetic (mostly independent

suppliers)# T@S (Sundram


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tanks The other way out of this vicious circle is $y concentrating on niches !ndian $ike

manufacturers till now have focused on street commuters only A high percentage of the

market is shifting to a low margin# high volume game and smaller manufacturers need to

get out of this rut to survive So 'inetic should not $e doing a Eoss and T@S should not

$e putting its energies into a Star or even a *entral Small companies should $e focus

sing on 7;Ccc niches and e"periment with new $ody styles Performance and 3uality

should $e the marketing weapons rather than price

Talking of the two wheeler industry# the names that effortlessly come to us is Eajaj Auto#

Lero Londa# T@S &otor# Oamaha &otor# 'inetic and others The two wheeler segment

has played an important role in giving a push to the automo$ile industry in !ndia !n fact#

the production# sales and e"ports of the two wheelers is a fair indication of the growing

importance that it enjoys in this countryGs manufacturing economy An overview of the

two wheeler industry makes this clear that the two wheelers are among the most sought

after automo$iles in !ndia for some time and the trend is likely to stay for a while The

economic growth# need for $etter conveyance and gradually improving road

infrastructure coupled with $etter credit and financing options# have acted as a major

catalyst in encouraging the growth and development of the two wheeler segment in !ndia

Further# the new and improved features on the two wheelers# their stylish and trendy

looks and a rage with the countryGs youth who form a su$stantial influence in determining

the consumer $ehavior have ensured that the two wheelers remain on top of the

automo$ile industryG agenda in !ndia

population is not e"pected to diminish Lence# a strong service sector is needed to

support and sustain growth in the automotive industry As in any service sector#

manpower plays critical part in the success of automotive servicing *urrently# the secto

faces key gaps in terms of num$ers and skilled man power !t is estimated that the

automotive service sector would re3uire manpower of a$out C; million over the ne"t 7C

years To meet this re3uirement# industry players may need to closely colla$orate with

technical training institutes to ensure a steady supply of trained employees At the same

time# players need to take steps to improve their employee retention# through focused

recruitment and improved career planning and management Some of the key initiatives

that could $e implemented includeK


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7 ,"pedite the implementation of AT!s# as envisaged in the A&P Develop

certification courses $ased on industry re3uirements8 !ndustry players and institutes to jointly refine the curriculum of relevant courses#

to meet the servicing re3uirements of vehicles with modern technology9 !ndustry players to provide assistance to the institutes they work within terms of

e3uipment and know%how# as well as training for the instructor : !ndustry players could also look at conducting tests# contests or other filters to

select promising students as potential employees# and providing industrial

training# scholarships# etc# to them; Focus on employee retention through employee friendly processes and policies

and a conducive work environment The thrust on servicing is e"pected to

continue in the long term# as vehicle volumes increase and technology continuesto evolve Therefore# getting the right manpower in place is one of the key

cornerstones for success

4';5 Cutomer Sati)actio#

The definition of customer satisfaction has $een widely de$ated as organi2ation

increasingly attempts to measure it *ustomer satisfaction can $e e"perienced in a variety

of situations and connected to $oth goods and services !t is a highly personal assessmentthat is greatly affected $y customer e"pectations Satisfaction also is $ased on the

customer4s e"perience of $oth contact with the organi2ation (the .moment of truth1 as it

is called in $usiness literature) and personal outcomes Some researchers define a

satisfied customer within the private sector as .one who receives significant added value1

to his5her $ottom linea definition that may apply just as well to pu$lic services

*ustomer satisfaction differs depending on the situation and the product or service A

customer may $e satisfied with a product or service# an e"perience# a purchase decision# a

salesperson# store# service provider# or an attri$ute or any of these Some researchers

completely avoid .satisfaction1 as a measurement o$jective $ecause it is .too fu22y an

idea to serve as a meaningful $enchmark1: !nstead# they focus on the customer4s entire

e"perience with an organi2ation or service contact and the detailed assessment of that

e"perience For e"ample# reporting methods developed for health care patient surveys


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often ask customers to rate their providers and e"periences in response to detailed

3uestions such as# .Low well did your physicians keep you informedN1 These surveys

provide .actiona$le1 data that reveal o$vious steps for improvement *ustomer

satisfaction is a highly personal assessment that is greatly influenced $y individual

e"pectations Some definitions are $ased on the o$servation that customer satisfaction or

dissatisfaction results from either the confirmation or disconfirmation of individual

e"pectations regarding a service or product To avoid difficulties stemming from the

kaleidoscope of customer e"pectations and differences# some e"perts urge companies to

.concentrate on a goal that4s more closely linked to customer e3uity1 !nstead of asking

whether customers are satisfied# they encourage companies to determine how customers

hold them accounta$le !n the two wheeler industry# the definition of customer

satisfaction is often linked to $oth the personal interaction with the service provider and

the outcomes e"perienced $y service users

7;7Total *ustomer ,"perience

Eusiness e"perts recommend focusing on the entire customer e"perience with each

service contact .!t is the totality of the $uying e"perience that will keep your customers

coming $ack for more18; &ore than just the $asics of customer service create a

favora$le e"perience for the customerH everything# conscious and unconscious# can affectit Successful service companies attend to every detail to ensure that the customer4s

physical# social# and psychological e"perience is pleasant

%ero#al Co#tact a#" !elatio#hip

Research shows that# in an increasingly impersonal world# customers want personali2ed

service !t is essential to customer satisfaction .*ustomers e"perience service one%onone#

su$jectively# impressionistically An organi2ation looks like the people who greet them#

write up their order# deliver something to them 0 it sounds like the last person the

customer talked to on the phone18= Loneywell and *ontracting Eusiness &aga2ine

conducted consumer focus groups to determine customer e"pectations and perceptions of

heating and air conditioning contractors They learned that reliance on answering

machines and interactive telephone%computer communications were viewed as definite

negatives *ustomers wanted not only a skilled technician# $ut also someone who was


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easy to talk to# looked professional# enjoyed talking to the customer# and respected the

customer Proven techni3ues for putting customers at ease include simple courtesy# using

each customer4s name# answering customers4 3uestions# and remem$ering their names#

preferences# and personal things a$out them A another component of a customer%focused

organi2ation is a clear set of customer service performance standards that is

systematically reinforced Standards of customer service identify and communicate what

constitutes satisfactory performance for all employees and customers They provide

uniform measures for all staff and promote consistently strong customer service

4';'65 Meauri#g Cutomer Sati)actio#

There are several ways to gather input from customers The simplest way to find out how

customers feel and what they want is to ask them !f you have only 8C customers# you can

talk to each one personally The advantage of this approach is that youGll get a personal

UfeelU for each customer The disadvantage is that youGll gather different information from

each customer depending on how the conversation goes *ustomer surveys with

standardi2ed survey 3uestions insure that you will collect the same information from

everyone Remem$er that few of your customers will $e interested in Ufilling out a

3uestionnaireU !tGs work for them without much reward Ey launching a customer survey

as an attempt to find out Uhow we can serve you $etterU %% your customers will feel less

put upon Lere are a few of the possi$le dimensions you could measureK

Vuality of services

Pricing of services

*omplaints of pro$lem

The closeness of the relationship with contact in your firm

Accuracy in delivery time


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Chapter **

L*TE!AT3!E !E-*EW AND !EASE!C1

MET1DOLOG


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6' L*TE!AT3!E !E-*EW , !ESEA!C1

MET1EDOLOG<

! Di#ehCo#)e"eratio# o) *#"ia# *#"utry =C**5

Eve#t Chairma#

+ver the past decade# !ndia4s automotive sector has emerged as one of the most

significant in the country4s economy# accounting for nearly ; percent of the


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6'6 !ESEA!C1 MET1ODOLOG<

MEAN*NG OF !ESEA!C1

Research has $een defined $y various authors in different ways it always $egins with a

3uestion or a pro$lem !ts purpose is to find answers to 3uestion through the application

of systematic and scientific methods Thus research is the systematic approach towards

purposeful investigation This needs formulating as hypothesis# collection of data on

relevant varia$les# analy2ing and interpreting the results and reaching conclusions either

in the form of a solution or certain generali2ations So finally a Research is an academic

activity and systemati2ed efforts to gain new knowledge

!eearch O(>ective , 1ypothei+7

The mai# o) the tu"ie are a u#"er+

To know the customers4 perception on of two%wheeler automo$ile

industry

To identify whether services of two%wheeler automo$ile industry are up to

the customers# e"pectations or not

To find out the customers4 satisfaction of of two wheeler automo$ile

industry

To identify the area for improvement so that the 3uality of two%wheeler

automo$ile industry is enhanced

To find out the which company provide the $etter in two wheeler industry

T1E !ESEA!C1 %!OCESS

A num$er of alternatives are availa$le to the researcher during each stage of the research

process There is no $est way to research# and the method chosen will depend on the

resources (time# money# manpower# etc) availa$le and the results one wants The si"

stages in the research process are as followsK


28/65

A %ro(lem "icovery a#" "e)i#itio#K

&ost research programs are initiated $ecause managers are uncertain a$out some aspect

of the firm4s marketing program !dentifying the pro$lem# that is "e)i#i#g the pro(lem#

gives a sense of direction to the investigation

Eusiness research must have clear o$jectives and definite designs Pro$lem definition is

possi$ly the most important# yet most neglected# area of $usiness research

7 At this stage in the project# exploratory reearch is often used $ecause it helps refine

the pro$lem into one that can $e researched ,"ploratory research progressively narrows

the scope of the research

There are four $asic e"ploratory techni3uesK secondary data# pilot studies# case studies#

and e"perience surveys Two of these are discussed in this overview chapter

8 Seco#"ary "ata or hitorical "ata is data previously collected and assem$led for

some project other than the one at hand !n contrast# primary data is gathered specifically

for the project at hand Secondary data can often $e found inside the company# at pu$lic

li$raries and universities# or purchased from a firm speciali2ing in providing information

Secondary data can usually $e gathered faster and at less cost than primary data# $ut it

can $e outdated or may not e"actly fit the researcher4s needs

9 %ilot tu"ie (a collective term to group together a num$er of diverse research

techni3ues) collect data from the ultimate su$ject of the research project to serve as a

guide for the larger study The data collection methods are informal and findings may

lack precision# $ut may suggest possi$le topics for formal investigation A pilot study

may send a manager out to e"perience what workers# consumers# or others e"perience# or

may take the form of a )ocu group i#tervie$ that is a loosely structured group dynamics

session

/%la##i#g the reearch "eig#+

A research design is a master plan specifying the methods and procedures for collecting

and analy2ing the needed information The research design should consider the research


29/65

o$jectives and should determine the sources of information# the design techni3ue (eg#

survey or e"periment)# the sampling methodology# the time schedule for the research# and

the $udget for the research

7 Selecti#g the appropriate reearch "eig#+ There are four $asic research designs for

causal and descriptive research and certain factors# eg# cost# urgency# availa$ility of data#

etc# should determine which design is used

8 Survey+ The most common method of generating primary data !t is a techni3ue in

which information is gathered from a sample of people $y use of a 3uestionnaire

Vuestionnaires can $e administered $y mail# phone# or person%to%person ,ach

administration method has its advantages and disadvantages# and all are appropriate in

different situations

9 Experime#t+ Lold the greatest potential for esta$lishing cause%and%effect

relationships $ecause they allow investigation of changes in one varia$le while

manipulating one or two other varia$les under controlled conditions *ausal factors can

$e isolated $ecause outside factors do not come into play +ne e"ample of

e"perimentation is test marketing An e"periment controls conditions so that one or more

varia$les can $e manipulated in order to test a hypothesis

: Seco#"ary "ata tu"ie+ Typically this involves using past data to project future

figures for a particular event or phenomena This techni3ue uses greater 3uantitative

sophistication than is involved in using secondary data at the e"ploratory level of

research# $ut it still has the same advantages and disadvantages attached to it

; O(ervatio# tech#i?ue+ The o$jective of research is often merely to record what can

$e o$served The advantage of it is that it is non reactive and the data can $e

uno$trusively and passively collected without a respondent4s direct participation For the

ine"perienced researcher it can $e difficult to administer and its $iggest disadvantage is

that it cannot o$serve intangi$le states of mind


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= Evaluati#g reearch "eig#+ There is no one $est research designH there are many

alternative methods for solving a pro$lem 'nowing how to select the most appropriate

research design develops with e"perience

C Sampli#g+

Sampling !nvolves any procedure that uses a small num$er of items# or that uses part of

the population to make a conclusion regarding the whole population % a sample is a su$set

from a larger population The results of a statistically sound sample should have the

same characteristics as the population +f course# errors can $e made especially if the

target populatio# is not representative of potential customers# or if the ample i@e is

too small# or not a pro$a$ility sample# or if the unit is not randomly selected

There are two $asic types of samplesK

7 %ro(a(ility ample+ !n which every mem$er of the population has a

'nown# non%2ero pro$a$ility of selection

8 No#7pro(a(ility ample+ !n which the sample is selected on the $asis of

Personal judgment

D' Data collectio#+

+nce the research design# including the sampling plan# has $een formali2ed# the process

of collecting information from respondents may $egin Depending on the design chosen#

there are many methods of data collection For e"ample# the survey method re3uires

direct participation# while an uno$trusive method of collecting data does not A pre7

teti#g phae. using a small su$ ample# may help minimi2e errors in the main study

E' Data procei#g a#" "ata a#alyi+

Data must $e converted# through editing and coding# into a format that will answer the

marketing manager4s 3uestions E"iti#g involves checking the data forms for omissions#

legi$ility# and consistency in classification Eefore the edited data can $e ta$ulated#

meaningful categories must $e esta$lished for groups of responses % this process is called

co"i#g and it facilitates computer or hand ta$ulation A#alyi is the application of logic


31/65

to the understanding of data that has $een gatheredH it varies from the simple

determination of patterns to comple" statistical analysis

F' Co#cluio# a#" report preparatio#+

This stage involves preparing the information and making conclusions which will $e

useful for decision%making purposes The reearch report should effectively

communicate the research findings !f a reearch report is too long# comple"# etc# for

managers to use# then it is totally useless

!ESEA!C1 DES*GN

Eusiness research can $e classified on the $asis of tech#i?ue (eg# e"periments# surveys#

or o$servation studies) or purpoe *lassifying $usiness research on the $asis of its

purpose# it can $e $roken into three categoriesK

A Exploratory tu"ie

,"ploratory studies are conducted to classify the nature of pro$lems !t is not intended

to provide conclusive evidence from which a particular course of action can $e

determined ,"ploratory research merely crystalli2es the pro$lem and identifies

information neededH su$se3uent research is usually re3uired

/ Decriptive reearch

Descriptive research is conducted to discover and determine the characteristics of

a population !t seeks to determine the answers to the 3uestions .who#1 .what#1 .when#1

.where#1 and .how1 !t does not tell us .why1 Although it is impossi$le to completely

eliminate error# this type of research should $e conducted as accurately as possi$le

$ecause# unlike e"ploratory research# the evidence it provides will $e used to determine a

course of action

C' Caual reearch

*ausal research attempts to identify cause%and%effect relationships $etween varia$les !t

usually follows e"ploratory and descriptive research and# therefore# the researchers are


32/65

3uite knowledgea$le a$out the su$ject *ausal research attempts to esta$lish that when

we do one thing (eg# increase advertising)# another will follow (eg# increased sales)

Eefore inferring causality# the researcher shouldK

7 ,sta$lish the appropriate causal order or se3uence of events

8 &easure the co#comita#t variatio# (the occurrence of the

two Phenomena or events varying together) $etween the presumed cause and the

presumed effect9 Recogni2e the presence or a$sence of alternative plausi$le e"planations or causal

factorsH there may $e a .plurality of causes1 for the o$served effect: ,ven after these three criteria have $een esta$lished# the researcher can never $e

certain that the causal e"planation is ade3uate

MET1OD AND TEC1N*3ES OF DATA COLLECT*ON

+nce the research design has decided the ne"t jo$ is of data collection For data to $e

useful# our o$servations need to $e organi2ed so that we can get some patterns and come

to logical conclusions There are two type of data collection sources discussed $elow

%rimary "ata

Primary data is one which is collected $y the investigator himself for the purpose of a

specific in3uiry of study Such data is original in character and is generated $y survey

conducted $y individuals or research institute&odes of primary Data *ollection

There are $asically three widely used methods for collection of primary dataK

• +$servation

• ,"perimentation

• Vuestionnaire

• !nterviewing

• *ase study method

Seco#"ary "ata

Secondary data are gathered and recorded $y .someone else1 prior to (and for purposes

other than) the current needs of the researcher Secondary data are usually historical in


33/65


34/65

a) &arket share dataK Mar:et trac:i#g refers to the o$servation and

analysis of trends in industry volume and $rand share over time $) Scanner dataK &arket tracking through optical character

recognition such as the 3#iveral %ro"uct Co"e and other optical

scanners provides a wealth of accurate and rapid product and $rand

sales information collectively known as ca##er "atac) Demographic and census updatesd) Attitude and pu$lic opinion researchK Speciali2ed syndicated

services report the findings of attitude research and opinion pollse) Stock market sourcesK ?umerous firms sell information on

aggregate market and individual stocks

!eearch Deig#+7!t helps in the direction to form a $lue print for my research work and to find out the

answers for followings $asic 3uestions like what to o$serve# whom to o$serve# how to

o$serve# why to o$serve# how to record the o$servations# how analy2e the o$servationsN

Lence type of research design for my dissertation work is ,"plorative in nature

Sample Deig#+7

The population comprising two wheeler owner4s a convenience sampling procedure wasused with a sample si2e of 7CC respondents The sample was divided into different

demographic factors like age groups# gender# occupation $rand The sample was

selected from the city of Dehradun and also selected apparel shoppers !n my sample# :

$randed apparel in two wheeler were identified through systematic randomly to arrive at

the targeted total of 7CC respondents The data was collected at the parking# work place

over a period of two months

• Sample i@eK 7CC respondents in Dehradun city

• Sampli#g tech#i?ueK two wheeler owner from Dehradun city were identified

through systematic random sampling techni3ue And sample si2e of 7CC

respondents has $een achieved $y convenience sampling techni3ue at the retail

outlets


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6'6'; Data collectio# ource+7

%rimary Data7 To measure post service satisfaction in two wheeler automo$ile industry

in Dehradun city data have $een collected through structured 3uestionnaire $y

respondents

6'6'B *#trume#t+7

+f the 89 items in RSVS# two were found inapplica$le for inclusion in the !ndian conte"t

The process used of e"amining face validity of the items for inclusion5e"clusion was

similar to the procedure used $y Da$holkar# Thorpe and Rent2 (7BB=) when developing

the RSVS The final instrument consisted of these 89 items All other 89 items were

found relevant $y all e"aminers These items are $ased on the study $y Eoshoff and

Ter$lanche (7BB>) All items were measured using a five point /ikert scale# from 67%

A$solutely disagree4 to 6>% A$solutely agree4 The instrument also contained a final

section collecting data on gender# age and education level of the respondent

Tool ue )or a#alyi+7

For analysis purpose ! have used the following tools%

7 +ne way A?+@A

8 Fre3uency and &ean


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Chapter ***

DATA ANAL


37/65

Frequency Percent

Valid Male

79 79

Female21 21

Total

100 100

Figure --1

gender

female

male

*#)ere#ce+

From this ta$le it is evident that >BJ of the respondents are male and 87J are

female that show the most of two%wheeler used $y the male persons'

'4 (5 Age $ie clai)icatio# o) repo#"e#t

Ta(le #o'5 Age $ie )re?ue#cy+


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t

age

40 above

3040

2030

le!! 20

*#)ere#ce+

From the ta$le mostly two wheeler have $y the age group 8C%9C $ecause thisgroup have the younger population they have many reason have the two wheeler like life

Frequency Percent

Valid le!! 20

3 3

2030

79 79

304013 13

40 above

" "

Total

100 100


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style# afforda$ility and many other reasons after that 9C%:C age group have the most twowheeler they are mainly employees and small $usiness men in this study found that agegroup a$ove :C and $elow 8C have minimum two wheeler

'4 c5 Occupatio# $ie clai)icatio# o) repo#"e#t

Ta(le #o'95 Occupatio# $ie )re?ue#cy+

occu#ation

ot$er

!tudent

govt%em#loyee

bu!ine!!man

Frequency Percent

Valid &u!ine!!man

9 9

'ovt %em#loyee

1( 1(

)tudent 47 47

*t$er 2+ 2+

Total 100 100


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*#)ere#ce+

!n this study we found that around :CJ two wheeler used $y the young peopleinvolved of student of difference categories after that two wheeler used $y other in thisinclude house hold around 8BJ and after that used $y the govt employee nearly 7=J andless used $y the $usiness men

'4 "5 T$o $heeler compa#y $ie clai)icatio# o) repo#"e#t7

Table no.5) Two wheeler used by customer

Frequency Percent

Valid ,ero,onda

49 49&a-a-

27 27

Tv!11 11

.ama$a4 4

*t$er 9 9

Total100 100

t/o /$eeler u!ed by cu!tomer

ot$er

yama$a

tv!

ba-a-

$ero$onda


41/65

*#)ere#ce+

&ostly responded used the hero%honda two wheeler around :BJ and after that8>J have the $ajaj $ikes and tvs $ike around 77J and Oamaha used :J and other $ikeused is BJ including 'awasaki# !nfield and other

: ?ame three motorcycle companies that come to your mind

L+?DA &+T+R *+&PA?O /TD

Eajaj Auto /td

Oamaha &otors /td

Royal ,nfield

T@S /td

Yamaha LML TVS a!a!

"

5

1"

15

#"

#5

$"

$5

%"

%5


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A#alyi o) collecte" "ata ho$ that the out o) 488 co#umer 28 are ui#g the

1ONDA MOTO! COM%AN< LTD /i:e. 8 are ui#g the other'


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; What are the things that you look while purchasing a $ikeN

Fuel efficiency

/ooks

/ow maintenance cost

Relia$ility( less chances of $reakdown)

/east physical efforts

/ow price

Maintenance cost Loo&s 'hysical e((orts Fuel economy

"

1"

#"

$"

%"

5"

"

*"

+" *1

1%

$$


44/65


45/65

= Which other $ike would $ike you have preferred to $uyN

Oamaha /&/

T@s motors Eajaj Pulsar

a!a! 'ulsar LML TVS motors Yamaha

"

1"

#"

$"

%"

5"

"

*"

+" *1

1%

$$


46/65

/a>a> %ular i tro#g competitor o) 1ONDA MOTO! COM%AN< LTD'


47/65

Chapter *-

C3STOME! SAT*SFACT*ON


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Ta(le #o'B5 !a#:i#g o) repo#"e#t a#" ati)actio# i#"ex o# eve#

poi#t cale

!a#:i#g Total

*tem 4 6 9 ; B 2 Score Mea# St"'

Deviatio#

overall reception at theservice center

7 : > 8; 9; 87 > 7CC : 789CB7;

the location of outlet C 78 7: 7B 99 7: 7CC ::> 7:8:;=

getting service appointment 7 > 77 8= 9C 8C ; 7CC :;> 79789>9

comfort level in waiting area 8 7: 9B 8C 7: 9 7CC :87 787;98

information given in theowner sG manual

7 > 7; 89 8 7B > 7CC :;; 79C>:

Lelp provided $y servicestaff

: 9 7> 89 8: 88 > 7CC :;: 7:;B9:

understanding of vehicles pro$lem $y service staff

7 79 7 97 89 = 7CC :=9 79BC77>

availa$ility of spare part C = 87 8C 8: 87 7CC ;77 7:=B;88accuracy in delivery time 9 ; 7 8= 8: 7: 7C 7CC ::; 7:>87

cleanliness of the vehicleatthe time of delivery

7 > 7 7> 8= 8C 77 7CC :=: 7:>:;=

satisfaction after test derive 9 9 79 89 87 8; 78 7CC :>B 7:;B8>

Rating of dealer in term of3uality service

8 : 78 89 8B 8 8 7CC :=; 7887=8

service center in term ofreplacement5spare parts5la$or charges

8 ; 7; 99 8; 79 > 7CC ::7 799:C;9

technical skills of themechanic

; 7 79 7 97 8> ; 7CC :> 7:7C=9

am$ience in the waiting area 8 : 89 9C 88 7= 9 7CC :8= 78:CB7

clarity in delivery timeinformation

8 9 7; 8B 97 7: = 7CC :; 78>;8;

attention given in thewaiting area

: : 8 8B 7 7= 7 7CC :C; 79798B=

interest shown $y the staff inspecific pro$lem

8 7B 89 8; 7B : 7CC :9: 7:C7::8

readiness of the vehicle atthe time of delivery

9 = 79 8: 98 7B 9 7CC ::; 79:9>7

overall service e"perience 7 : 97 98 7B ; 7CC :== 77BB:B;


49/65

SourceK *alculated through SPSS

*#)ere#ce+ From the ta$le no it can $e concluded that respondents rated them high and

shows more agreement on those perception statements a$out the service 3uality of

satisfaction of service provide $y the two%wheeler provider in Dehradun city whose mean

values are highlighted in $old ie lies $etween the range of :C;%;77


50/65

Ta(le 25+ O#e $ay ANO-A )or Service ?uality a#" ervice provi"er

)um of )quare! f Mean )quare F )ig%

&et/een 'rou#! 1%270 4 %317 %2(1 %902

it$in 'rou#! 11"%41+ 9" 1%21"

Total 11(%(++ 99


Null 1ypothei =1o5+ There is no significant difference in the satisfaction regarding the

service 3uality service provider amongst customers of different income groups

O#e $ay ANNO-A reult

*alculated value%C8= Degree of freedom%: Ta$ulated value% 8:;

*#)ere#ce7 Since calculated value is less than ta$ulated value therefore null hypothesis(LC) is accepted Lence there is no significant difference in the perception regarding theservice 3uality service provider amongst customers


51/65

Ta(le 5+ O#e $ay ANO-A )or Service ta)) a#" ervice provi"er


Null 1ypothei =1o5+ There is no significant difference in the perception regarding the

service staff satisfaction amongst customers of different two%wheeler service provider


*alculated value%C=> Degree of freedom%: Ta$ulated value% 8:;

*#)ere#ce7 Since calculated value is less than ta$ulated value therefore null hypothesis(LC) is accepted Lence there is no significant difference in the regarding the servicestaff service provider amongst customers

)um of )quare! f Mean )quare F )ig%

&et/een 'rou#! 2%(42 4 %((0 %(+7 %(03it$in 'rou#! 91%390 9" %9(2

Total 94%032 99


52/65

Ta(le 5 + O#e $ay ANO-A )or outlet a#" ervice provi"er

)um of

)quare! f Mean )quare F )ig%&et/een 'rou#! "%313 4 1%32+ 1%"(" %190

it$in 'rou#! +0%(27 9" %+49

Total +"%940 99


Null 1ypothei =1o5+ There is no significant difference in the satisfaction regarding the

satisfaction outlet amongst customers of different groups


*alculated value%7;= Degree of freedom%: Ta$ulated value%8:;

*#)ere#ce7 Since calculated value is less than ta$ulated value therefore null hypothesis(LC) is accepted Lence there is no significant difference in the perception regarding theoutlet service provider amongst customers of different groups


53/65


54/65

Ta(le #o'445Compario# o) ervice provi"er regar"i#g to ervice

charge'


*#)ere#ce Ta$le no show that the major service provider takes the charges is differentservice charges in this Lero%Londa is more reasona$le than the other two wheeler service provider after that Tvs and Eajaj $ut Oamaha and others take more charges to thecustomer

Mean )td% eviation9" onfidence 5nterval for

Mean Minimum Ma6imum

o/er &ound 8##er &ound

,ero,onda

49 4%44 1%037 4%14 4%73 2 7

&a-a- 27 4%1" 1%03" 3%74 4%"( 2 (

Tv! 11 3%(4 1%2(0 2%79 4%4+ 1 "

.ama$a 4 4%33 %(09 3%3( "%30 4 "

*t$er 9 4%1" %(2( 3%(7 4%(3 3 "

Total 100 4%24 1%034 4%03 4%4" 1 7


55/65

Ta(le #o'465 Compario# o) ervice provi"er regar"i#g to ervice

?uality

Mean)td%

eviation)td%rror

9" onfidence 5ntervalfor Mean

Minimum

Ma6imum

o/er &ound

8##er &ound

,ero,onda

49 4%7" 1%027 %147 4%4" "%04 3 7

&a-a- 27 4%"2 1%1++ %229 4%0" 4%99 2 7

Tv! 11 4%4+ 1%407 %424 3%"4 "%43 2 7

.ama$a 4 4%"+ %(1( %30+ 3%(0 "%"( 4 "

*t$er 9 4%"9 %947 %31( 3%+( "%32 3 (

Total 100 4%(4 1%0+( %109 4%42 4%+" 2 7


*#)ere#ce+ Ta$le no show that the service provider deliver the different 3uality service tothe customer Service 3uality deliver $y the Lero%Londa is $atter than the other after thatOamaha and other service provider


56/65

Ta(le #o'45 Compario# o) ervice provi"er regar"i#g to ervice ta))' Sourc eK

*alculated through SPSS

*#)ere#ce+ ta$le no show that the service provider have the different staff $ecauseservice staff is very important for $atter service delivery to the customer !n this Oamahaand Eajaj have the $atter service staff that have the customer satisfaction

Mean)td%

eviation)td%rror

9" onfidence5nterval for Mean

Minimum

Ma6imum

o/er &ound

8##er &ound

,ero,onda 49 4%(7 1%04( %149 4%37 4%97 2 7&a-a- 27 4%72 %+20 %1"+ 4%40 "%0" 3 7Tv! 11 4%"" 1%3(0 %410 3%(3 "%4( 1 (yama$a 4 4%+3 %13( %0(+ 4%(2 "%0" " "*t$er 9 4%1" %"92 %197 3%(9 4%(0 3 "Total

1004%(3

%97" %097 4%44 4%+2 1 7


57/65

Ta(le #o'495 Compario# o) ervice provi"er regar"i#g to outlet'


*#)ere#ce+ ta$le no show that the service provider has the different outlet $ecause outletis very important for $atter service delivery to the customer Regarding to outlet locationof outlet Parking area waiting area for customers etc in this Lero%Londa proide the $atter outlet facilities to the customers

Mean)td%

eviation)td%rror

9" onfidence 5ntervalfor Mean

Minimum

Ma6imum

o/er &ound

8##er &ound

,ero,onda

49 4%47 %9+( %141 4%19 4%7" 2 7

&a-a- 27 4%41 %+44 %1(2 4%07 4%74 3 7

Tv! 11 4%23 %90" %273 3%(2 4%+3 2 (

.ama$a 4 3%"0 %40+ %204 2%+" 4%1" 3 4

*t$er 9 3%94 %917 %30( 3%24 4%(" 3 (

Total 100 4%34 %932 %093 4%1( 4%"2 2 7


58/65

C1A%TE! -

F*ND*NG . CONCL3S*ON . S3GGEST*ONS

L*M*TAT*ON OF ST3D


59/65

F*ND*NGS

The )i#"i#g o) the tu"y are (elo$+

!t is found that awareness of service center is almost all respondent know

a$out the service center and its process

!t is found that =;J customer satisfied the overall reception only 78J

customer are dissatisfied the reception and 8;J nutral

!t is found that ;;J customers are satisfied with the location of outlet and

7BJ are nutral

!t is found that ;;J customer are satisfied with getting service

appointment

!t is found that 9>J customer is satisfied with comfort level in the wai ting

area and 9;Jnutral

!t is found that ;J customer is satisfied with information given in the

owner manual4s

!t is found that 8:J customer is dissatisfied with the help provided $y the

service staff

!t is found that ;J customer is satisfied with the understanding vehicle

pro$lem

!t is found that =8J customer satisfied with the technical skill of

mechanic

!t is found that =;J customer is satisfied with availa$ility of spare parts

!t is found that :;J customer is satisfied with replacement 5charges of

spare parts5la$or charges

!t is found that =>J customer is feel satisfaction after test drive

!t is found that 9;J customer are satisfied and 8BJ is neutral with

attention given in the waiting area

!t is found that :J customer is satisfied with clarity in delivery time

information

!t is found that ;:J is satisfied with the interest shown $y the service

staff related to the specific pro$lem


60/65

!t is found that ;=J customer is satisfied with overall service e"perience

!t is found that around :J customer used Lero%Londa two wheeler that

show the popularity of Lero% Londa

!t is found that Lero% Londa two wheeler most used $y the customer

Lero%Londa service provider gives the $atter service to other4s


61/65

CONCL3S*ON

• The key to success of two wheeler automo$ile industry lies not only in having

good products $ut also in $eing a$le to provide the customer with the level of

service they desire

• Eecause of increasing competitiveness in the !ndian automo$ile industry# almost

all automo$ile manufacturers have invested valua$le resources on customer

satisfaction as a tool to understand the needs and e"pectations of their customers

!ncreased presence of two%wheeler vehicles throughout the country has created a

growing need for providing service infrastructures closer to the customersG homes

or offices


62/65

S3GGEST*ONS

As ;: J accuracy of the respondent are told a$out the accuracy in delivery time and :=J

are not aware of it# it is recommended that the purchaser should $e made aware of the

location of the service center at the time of delivery #which is of key concern to them

!t is found that the mean value for some of the dimensions of service is moderate Lence

the manufactures or dealers should invest highly invest area like interest of service staff

on specific pro$lems# knowledge of service staff on specific pro$lem #ie speciali2ed

skills satisfaction after test derive and 3uality of service


63/65

A%%END*

3EST*ONNA*!E

?A&, &r 5 &rs 0000000000000000000000000


64/65

) Lave you taken permission regarding additional workN (a) Oes ($) ?oB)Does the Dealer reminds you related to free service campN (a) Oes ($) ?o

7C) Please assign the ranking from one to seven Lere +ne means very poor andseven means e"cellent for the following statement

Thanks for your co%operation

STAT,&,?TRA?'!?<

> = ; : 9 8 7

7 +verall reception at the service center

8 The location of the outlet

9 Accuracy in delivery time

*leanness of the vehicle at the time of delivery

B Satisfaction after the test drive

7C

Technical skills of the mechanic

77 !nterest shown $y the service staff in specific pro$lem

78

Readiness of the vehicle at the time of delivery

79

+verall service e"perience


65/65

/*/L*OG!A%1<

• Ale"ander Easilevsky (7BB:)# Stastical Factor Analysis and Relation &ethodsK

Theory and Application# Iohn Wiley# ?ew Oork

• .!cfai1 journal of consumer $ehavior# may# 8CC

• Ioseph F# hair Tr# Ralph , Anderson# Ronald / Tatham and William Elack o (7BBB)#

&ultivariate Data Analysis with Leadings# ;th ,dition# Prince Lall# !nc# ?ew Iersey

• ?aresh ' &alhotra (8CC=)# &arketing Research - An Applied +rientation# ;th ,dition#

Prince Lall of !ndia Private limited

• Rajendra ?urgundkar# &arketing Research % Te"t and *ases# 8nd ,dition# Tata

&c

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