Project Customer Satisfaction

CHAPTER-I
INTRODUCTION
1
The main aim of this research is to know about the customer satisfaction towards
Kalyani Honda. The study was conducted on the basis of a survey carried out in Madurai district
of Tamil Nadu state. The Study helps the organization to understand the consumer psychology
on choosing the product or service, so that easily the product can be positioned. It assesses the
preference of choosing the Kalyani Honda by the respondents. The study helps to know about the
customer satisfaction towards Kalyani Honda and other competing brands.
The expectations of the consumers are quite high. Many expect high design, comfort
and mileage in lower cost involvement. As the study was conducted within Madurai city only, it
was possible for the scholar to understand the demographic profiles and consumer perception.
The perception of individual consumers depends mainly on annual income, expected
and actual performance of the product as well as external influencing factors like society and
etc., The study of customer satisfaction towards Kalyani Honda gives an idea of individual
preference towards the product based on various influencing factors like price, group influences,
social influences, psychological influences and also gives an idea on rating of product done by
the consumers generally etc, particularly relating to Madurai city.
The Sample size of 125 Consumers selected from Madurai city using Kalyani Honda.
The type of Research undertaken for the study was Descriptive research and the sampling design
was Non-Probability Sampling.
The data are collected in form of both primary and secondary data. The primary data is
collected in form of questionnaire and secondary data referring to the company manual, Journals,
Magazines and website of the company.
2
1.1 INDUSTRY PROFILE
The Honda Motor Company was founded by Soichiro Honda in October 1946. He
was very interested in automobiles from a small age so he used to tune cars and enter them
into races using his friend’s garage. As he grew up he decided to be in the automobile
industry. Soon his efforts paid off and he got a contract for supplying piston rings for major
car maker Toyota. But unfortunately he lost the contract as his products did not match the
required quality. So he went to various factories in Japan looking for ways to improve the
quality of the engines by making efficient piston rings.
Soon he was able to find a highly automated process that could use unskilled
workers to produce high quality piston rings. Toyota was impressed by his product and
bought it in 1941. Next he started a company called Tokai Seiki in order to produce his
products at a larger scale. Soon Toyota bought 40% of the company and thus Soichiro and
the officials at Toyota could built a lasting business relation. But a series of calamities
damaged large portions of his company and this forced Soichiro to sell the remaining parts
of his company to Toyota. In 1946 he founded Honda Technical Research Institute to sell
customised bicycles with attached motors. He had only 12 employees who worked in a 170
sq ft. area.
Honda Motor Co.,Ltd.(Honda), incorporated on September 24, 1948, develops,
manufactures and markets motorcycles, automobiles and power products across the world. The
Company's segments include Motorcycle Business, Automobile business, Financial services
business, and Power product and other businesses. Honda conducts its operations in Japan and
around the world, including North America, Europe and Asia. Honda markets its products
through a sales network of independent local dealers. Its motorcycles are distributed through
outlets, including PRO'S shops and Honda Dream authorized dealerships. Its automobiles and
power products are distributed in Japan through retail dealers. Its manufacturing facilities are
located in Japan, the United States, Canada, Mexico, the United Kingdom, Turkey, Italy, France,
China, India, Indonesia, Malaysia, Thailand, Vietnam, Argentina and Brazil.
In 1949, after years of persistence Honda and his team were able to release the
Model D which was the first complete motorcycle they had made with their own parts.
3
Soon the demand for this low priced vehicle increased and by 1964 the Honda Com pany
was the World’s largest manufacturer of motorcycles. They did not stop there but tried out
different possibilities in that time period. In 1963, they were able to release their first ever
four wheel vehicle in the form of the T360 mini pick-up truck.
Motorcycle Business:
The Company produces a range of motorcycles, with engine displacement ranging from the
50 cubic centimeters class to the 1,800 cubic centimeters class. Honda's motorcycles use internal
combustion engines developed by Honda that are air-or water-cooled, four-cycle, and are in
single, two, four or six-cylinder configurations. Honda's motorcycle line consists of sports
(including trial and moto-cross racing), business and commuter models. Honda also produces a
range of off-road vehicles, including all-terrain vehicles (ATVs) and side-by-side (SxS).
Automobile Business:
The Company's automobiles use gasoline engines of three, four or six cylinder, diesel
engines, gasoline-electric hybrid systems and gasoline-electric plug-in hybrid systems. Honda
also offers alternative fuel-powered vehicles, such as ethanol, battery electric and fuel cell
vehicles. Honda's principal automobile products include passenger cars, light trucks and mini
vehicles.
Financial Services Business:
Honda offers a range of financial services to its customers and dealers through finance
subsidiaries in countries, including Japan, the United States, Canada, the United Kingdom,
Germany, Brazil and Thailand. The services of these subsidiaries include retail lending, leasing
to customers and other financial services, such as wholesale financing to dealers.
Power Product and Other Businesses:
Honda manufactures a range of power products, including general-purpose engines,

generators, water pumps, lawn mowers, riding mowers, grass cutters, brush cutters, tillers, snow
blowers, outboard marine engines, power carriers, sprayers and pressure washers. Honda offers
cogeneration units.
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1.2 COMPANY PROFILE
 Inherited from the family of traditionally rich RMA jewellery, which was established in
1906.
 L.Nanda Kumar & L.Murali Krishnan, the fourth generation family members of RMA,
established Kalyani in 1985 as a new entity.
Vision
 To evolve as an equity brand with pan India establishment in major metros and tier II
cities by maximizing the number of exclusive stores.
 To become a preferred partner for leading brands that touch the lives of every individual
in a family.
Mission
 To Keep vigil on the market expectations and source brands that would befit the market
 To delight customers with flawless service: To create a team of qualified & empowered
workforce; To inspire the common man through our commitment to environment, safety
and differently abled kids.
5
Logo represents
 While the Typo represents the bold nature of the company, strategically placed 2 arrows
represents the companies adherence to the policy and indicate growth.
 Juxtaposed hues of the red family represent assertion & growth.
Direction & Diversification
Knowledge Reserves & Resources

• With more than 2 decades of experience in retailing
• High level of market exploration experience
• Customer Delight Club & Dealers Satisfaction Cub
• More than 60,000 club members comprising Business community, Entrepreneurs,
Customers from all socio-economy class
6
Management Structure
7
Commitments to Society
 Road safety
 Environment
 Differently abled Kids
Society Recognized
2009 HMSI All India Award

– Best Environmental Activities
2010 FADA Automotive Dealers Excellence Award
– Green Initiatives
2011 FADA Automotive Dealers Excellence Award
– Green Initiatives
8
1.3 OBJECTIVES OF THE STUDY
 To study about the sources of awareness to buy Honda Two Wheeler.

 To know about consumer preferences towards Honda Two Wheeler.
 To study the factors influence the consumer to select Honda Two Wheeler.
 To find the customer’s satisfaction towards Honda Two Wheeler.
 To offer suggestions to the policy makers.
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1.4 SCOPE OF STUDY
 The study focuses on customer satisfaction toward the Honda two wheeler. It includes
availability level of products, quality of the products, customer’s expectations towards
the products and problems faced by customers if any at Honda.
 When viewing the industrial sector one can see that all the corporate houses focusing on
retaining the customers without compromising the organizational objectives, ethics and
values.
 Customers are individuals and the organizations have to make each and every customer
feel that they are highly compassionate to them. Hence, customer relationship
management is having a wide scope in modern world
 The scope of research is limited for Madurai City
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1.5 LIMITATIONS OF THE STUDY
 The survey was limited to Madurai city only.

 The study covers only the models of Kalyani Honda.
 The respondents were less interested in answering the questionnaire, as they fell that it
was an interruption to their regular work.
 Another limitation of the study was sample size. It may not be the exact representation of
the total population.
 Some of the respondents are not open in giving their opinions. This is normal in any field
study.
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CHAPTER-II
REVIEW
OF
LITERATURE
12
CUSTOMER SATISFACTION:
“Customer satisfaction is a marketing term that measures how products or services
supplied by a company meet or surpass a customer's expectation. Customer satisfaction is
important because it provides marketers and business owners with a metric that they can use to
manage and improve their businesses.”
“Customer satisfaction is a marketing term that measures how products or services
supplied by a company meet or surpass a customer's expectation. Customer satisfaction is
important because it provides marketers and business owners with a metric that they can use to
manage and improve their businesses.”
Yi (1991) defined customer satisfaction in two basic ways: satisfaction as a process and
satisfaction as an outcome. The first approach puts stress on the perceptual, evaluative and
psychological process that contributes to satisfaction. And the second approach defines
customer satisfaction as resulting from the consumption experience.
Hunt (1977) stated that, customer satisfaction is an evaluation rendered that the
experience was at least as good as it was supposed to be. According to Tse and Wilton (1988),
customer satisfaction is the consumer’responsetotheevaluation of the perceived discrepancy
between prior expectations and the actual performance of the product as perceived after its
consumption. (Grigoroudis & Siskos, 2010) These are approaches which take satisfaction as a
process.
Robert and Reilly (1983) insisted that, customer satisfaction is an emotional response to
the experience provided by (or associated with) particular products or services purchased, retail
outlets, or even molar patterns of behavior, as well as the overall marketplace. As to Churchill
and Suprenant (1982), customer satisfaction is an outcome of purchase and use resulting from
the buyer’s comparison of the rewards and the costs of the purchase in relation to the anticipated
consequences. (Grigoroudis & Siskos, 2010) These are approaches which take satisfaction as an
outcome.
Actually, customer satisfaction contains both process and outcome. Before the purchasing
behavior, customers will have an expectation in their minds.
Afterwards, their own standards will be taken to evaluate the whole buying process which
contains both process and outcome. In conclusion, the definition of customer satisfaction is:
13
“Customer satisfaction is customers’perceptionthat a supplier has met or exceeded their
expectations”(Hill, 1996, 2)
Thus the process and outcome approaches are both taken into consideration in this thesis.
While in this definition, the perception is very important. Customer perception varies from
person to person. And as Hill (1996) described, customers can form their attitudes pretty quickly
but change them very slowly. It is comparatively liable to satisfy a customer but relatively hard
to maintain this satisfaction. Therefore, customer satisfaction is supposed to be the ultimate goal.
Customer satisfaction matters a lot because it can ultimately impact customers’ behavior.
As a result, there has been an increasing attention on demonstrably interfacing customer
satisfaction to drivers of business performance. The elementary interface between customer
satisfaction and business profits is through customer retention. (Blattberg, Getz & Thomas,
2001, 72-73)
Customer retention can be simply defined as a phenomenon that the new customers
continue to purchase the product or service over a specific time or period (Blattberg, 2001,
69). It refers to maintain the customers by establishing a positive relationship between the
company and the customers after their first shopping experience. More precisely, it means to
gain repeat customers. Since it is now widely recognized that it is much less costly and much
more profitable to keep existing customers than to win new ones, customer retention has
become an important goal for most business organizations (Hill, 2000, 13).
An analysis in the Harvard Business Review showed that “a 5% increase in customer
retention could increase profits by as much as 100 %”(Christensen, 2006). Actually it will have
a higher cost to replace the departing customers by noncustomers than to retain the existing
ones.
For one thing, retained customers are known to be less price/cost sensitive. For another,
customers who are satisfied with the business organizations are willing to advertise positive
word-of-mouth recommendation. This is one of the most efficient and economic activities to
win new customers. (Gruber, 2009)
Customer retention is effective in reducing the migration rate of customers. This serves
the purpose to maintain the existing clientele together with instruments for acquiring new
customers to increase the clientele. (Gruber, 2009)
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As Cochran (2003) stated, there is no higher achievement than satisfying the customers.
It is widely accepted that customer is one of the main factors in running a triumphant corporate.
To some extent, gaining more customers means getting a higher revenue, and accordingly,
having a higher profit. Therefore, in order to gain more customers, companies should make all
efforts to satisfy their customers by the product or service. Thus, there is a definite link between
customer satisfaction and profitability. Revenues and profits are nothing more than the results of
fulfilling customer needs and expectations.
Further, customer satisfaction is the foundation of good business. Satisfied customers will
become a great foundation and support of the business, and they are probably willing to bring in
their friends and associates. Companies should keep in mind that customer satisfaction is the
heart of any business. When companies plan to have a multiplex development, the previously
satisfied customers are liable to become the potential customers for the new launched products or
new expanded industries. (Ramirez, 2012)
Last but not the least; in the long run, customer satisfaction seems to be an investment according
to Ramirez (2012). This is important because customer satisfaction processes often produce
results in the long term. The importance of customer satisfaction is apparent when enterprise
realizes that, without customer satisfactions companies will slide into irrelevance. Even though
the current profits seem to be impressive, as the customers complaints begin to accumulate, the
revenue will have a sharp drop in the future.
According to Hill (1996), customer satisfaction is customers’perception that a supplier
has met or exceeded their expectations. He believes that the key word in the above definition is
perception.
Customer satisfaction is in the customer’smind and may or may not conform to the reality of the
situation. Therefore, customer satisfaction measurement is about measuring how customers
perceive their satisfaction form the products or services of their suppliers. (Matsatsinis & Siskos,
2003, 47)
Customer satisfaction matters a lot because it can ultimately impact customers’ behavior. As a
result, there has been an increasing attention on demonstrably interfacing customer satisfaction
to drivers of business performance. The elementary interface between customer satisfaction and
business profits is through customer retention. (Blattberg, Getz & Thomas, 2001, 72-73)
15
For one thing, retained customers are known to be less price/cost sensitive. For another,
customers who are satisfied with the business organizations are willing to advertise positive
word-of-mouth recommendation. This is one of the most efficient and economic activities to
win new customers. (Gruber, 2009)
Customer retention is effective in reducing the migration rate of customers. This serves the
purpose to maintain the existing clientele together with instruments for acquiring new
customers to increase the clientele. (Gruber, 2009)
In a broad sense, the above descriptions can be summarized as product, service and brand
image. These are the pivotal elements of customer satisfaction. Products and services are the
direct link between customers and the company, namely, they will substantially decide the
satisfaction. Brand image is the indirect element which is not getting the primary contact with
customers. ( Wendang, 2010) To sum up, it is quite necessary to put customer satisfaction in a
crucial position. Therefore, customer satisfaction measurement appears especially important for
corporate to have a thorough understanding of their performance. Thus in the following part, the
issues about how to measure customer satisfaction will be discussed.
Ms. Osaka Mont
Mr. Andrius Plepys
International Institute for Industrial Environmental Economics, Lund University
oksana.mont@iiiee.lu.se
This feasibility study commissioned by the National Institute for Advanced Industrial
Science and Technology in Japan (AIST) and supported by the Sustainable.
Consumption Unit (UNEP) provided an overview of approaches used in different disciplines for
evaluating consumer behavior.
The study analyzed the applicability of existing research concepts, theories, and tools for
evaluating consumer satisfaction with product-service systems (PSS). It included a discussion
over their strengths/weaknesses. This paper presents a short overview of the study.
It has been recognized that eco efficiency improvements at production and product design level
can be significantly reduced or totally negated by rebound effect from increased consumption
levels.
In line with this problem factor 10 to 20 material and energy efficiency improvements
have been suggested (Factor 10 Club 1994; Schmidt- Bleek 1996; Bolund,Johansson et al. 1998 ;
16
Ryan 1998). if not carefully done, may still lead to rebound effects through changes in resource
prices.
As a potential solution to the factor 10/20vision system level improvements have to be
made, contrary redesigning individual products or processes (Weterings and Opschoor 1992;
Vergragt and Jansen 1993;von Weizsacker,Lovins et al. 1997; Ryan1998; Manzini 1999; Brezet,
Bijma et al. 2001; Ehrenfeld and Brezet 2001).
The product service system (PSS) concept has been suggested as a way to this system
level improvement (Goedkoop, van Halen et al. 1999; Mont 2000). Here the environmental
impacts of products and associated services should be Addressed already at the product and
service design stage. Special focus should be given on the use phase by providing alternative
system solutions to owning products.
A number of examples in B2B area exist that confirm the potential of PSS for Reducing
life cycle environmental impact. It is, however, increasingly evident that business examples are
difficult to directly apply to the private consumer market.
Private consumers, contrary to businesses, prefer product ownership to service
Substitutes (Schrader 1996; Littig 1998).Even if accepted, the environmental impacts of
“services products” offers depend to a large extent on consumer behavior. To address this
problem, either behavioral or service system design changes are needed. Changing human
behavior and existing lifestyles contribute to the vision of sustainable development, but at the
sameit is extremely difficult and time-consuming product.
A potentially easier way is changing the design of product-service system to reduce
behavioral pitfalls. In order to change system design, it is necessary to understand how
consumer acceptance of more sustainable solutions is formed, influenced or changed, what are
the influencing factors and what are the leverage points for best results with lowest costs.
Understanding consumer perceptions and behavior in this.
A considerable body of literature in a range of different disciplines exists on
consumption, consumer behavior, and consumer decision-making process . Research economics,
business, marketing, psychology and sociology domains studies consumer behaviour from
different theoretical premises: “for economists, consumption is used to produce utility; for
sociologists, it is a means of stratification; for anthropologists – a matter of ritual and symbol;
For psychologists – the means to satisfy or express physiological and emotional.
17
CHAPTER-III
RESEARCH
METHODOLOGY
18
3.1 INTRODUCTION
According to Clifford woody ”Research comprises defining and redefining problem,

formulating hypothesis or suggested solutions; collecting, organizing and evaluating data;
making deductions and reaching conclusions; and at last carefully testing the conclusion that
determine whether they fit the formulating hypothesis”.
Definition
According to P.V.Young “Research Methodology as the systematic method Of discovering
new facts of verifying old facts, their sequences,interrelationships casual Explanation and natural
laws which governs them”.
Research methodology is the backbone of the project work.It means the way one researcher
selects his sample and sample size, methods of data collection,various tools used for studying
problem with certain objectives and objectives in view.
3.2 RESEARCH DESIGN
The study is descriptive in nature. Design research studies are those which are
concerned with describing the characteristics of a particular individual.
probability sampling has been used in this study. Under this non probability as
sampling Simple random sampling was chosen. The study was conducted on the basis of a
survey carried out in Madurai district of TamilNadu State. The data of the survey was collected
through an administratively structured questionnaire. The collected data was latter analysed and
interpreted. Based on the findings some recommendations have been made.
3.3 METHODS OF DATA COLLECTION

Source of Data
The data collected from two major sources.
I. Primary data
II. Secondary data
Primary data
The primary data was a fresh collection of information by the researcher. It was
Collected through survey method.
19
Secondary data
The secondary data was collected from books, projects and internet browsing.
Questionnaire
The questionnaire was prepared based on the objectives set. The questionnaire consists
of thirty questions printed in definite order. Questionnaire includes five scale choice questions.
3.4 SAMPLING METHOD
Sample Unit
Customer satisfaction from Madurai district of Tamil Nadu State.
Sample Size
The sample size of 125 consumers selected from Madurai district of Tamil Nadu State.
Sampling Technique
Sampling technique used here is convenient sampling. Convenient sampling is a non-
probability sampling technique where subjects are selected because of their convenience
accessibility and proximity to the researcher. The subjects are selected just because they are
easiest to recruit for the study and the researcher. This sampling technique is fast, inexpensive,
easy and the subjects are readily available.
3.5 TOOLS USED FOR ANALYSIS
Statistical package for social science (SPSS) was used to analyse the data. SPSS is
the one of the most widely used of statistical software packages. It covers a broad range of
statistical procedures that allows summarizing data, determining whether the differences between
groups are statistical significant or not. SPSS also contains several tools for analyzing data,
including functions for recording data and computing new variable as well as merging and
aggregating data files.
20
To analyze and interpret collected data the following statistical tools were used
 Percentage Method.
 Weighted Average Method.
 Garrett’s Ranking Method
 Chi-square test
 Correlation Method
Percentage Analysis
Percentages are often used in data presentation for the simply numbers reducing all of
them to a 0 to 100 range. Through the use of percentages the data are reduced in standard form
with base equal to 100 which fact facilitates relative comparisons.
Number of Respondents
Percentage = X 100
Total no of Respondents
Weighted Average Method
The Researcher has adopted weighted average method to rank the performance according
to respondents view. The researcher used a 5 point rating scale for each feature, each scale was
given a score according to its impotence starting from 5 to 1.
∑XW
Weighted Average =
∑W
Garrett’s Ranking
To find out the most significant factor which influences the respondent,Garrett’s
ranking technique was used. As per this method, respondents have been asked to assign the rank
for all factors and the outcome of such ranking have been converted into score value with the
help of the following formula:
Percent position = 100 (Rij – 0.5)
Nj
Where
Rij = Rank given for the ith variable by jth respondents
Nj = Number of variable ranked by jth respondents
21
With the help of Garrett’s Table, the percent position estimated is converted into scores. Then for
each factor, the scores of each individual are added and then total value of scores and mean
values of score is calculated. The factors having highest mean value is considered to be the most
important factor.
Karl Pearson’s coefficient of Correlation

Karl pearson’s coefficient of correlation between the variables X and Y is given by
R= N∑ xy - (∑ x) (∑ y)
√ N ∑x2 – (∑x)2 * √N ∑y2 - (∑y)2
It is a unit free measure of relationship between two variables and take values[-1,+1].
When r is close to +1(-1), there is strong positive(negative) relationship.
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CHAPTER-IV
DATA ANALYSIS
AND
INTERPRETATION
23
Table showing Age of the Respondents
Table-4.1
No.of respondents Percentage of

Age respondents
18-20 15 12%
21-30 48 38.4%
31-40 32 25.6%
41-50 20 16%
Above 50 10 8%
Total 125 100%
Source: Primary data
Inference
Out of 125 respondents,12% of respondents are at the age 18-20years,38.4% of
respondents are at age of 21-30 years,25.6% of respondents are at the age of 31-40 years, 16%
of respondents are at age of 41-30 years , 8% of respondents are at age of above 50.
24
Chart-4.1
Age of the Respondents
25
Table-4.2
Table showing Gender of the Respondents
No.of Percentage of
Gender respondents respondents
Male 80 64%
Female 45 36%
Total 125 100%

INFERENCE:
Out of 125 respondents,64% of respondents belong to Gender of Male and 36% of
respondents belong to Gender of Female.
26
Chart-4.2
Gender of the Respondents
27
Table showing Occupation of the Respondents
Table-4.3

Occupation respondents
Student 20 16%
Self Employed 25 20%
Private Sector 40 32%
Government 30 24%
Sector
Agriculture 10 8%
Total 125 100%
INFERENCE:
Out of 125 respondents,16% of respondents are Students,20% of respondents Self Employed
,32% of respondents are Private Sector ,24% of respondents are Government Sector and 8% of
respondents belongs Agriculture
.
28
Chart-4.3
Occupation of the Respondents
29
TABLE:4.4
Annual Income of The Respondents
Annual Income No.of respondents Percentage of

Respondents
< 100000 31 24.8%
100000 – 150000 49 39.2%
150000 – 200000 20 16%
200000 – 250000 15 12%
>250000 10 8%
Total 125 100%
INFERENCE:
Out of 125 respondents,24.8% of the respondents earn a Annual income >Rs.100000, 39.2% of
the respondents have income ranging from Rs.100000 – Rs.150000,16% of the respondents will
have an income of Rs. 150000 – Rs.200000,12% of the respondents have an income of Rs.
200000 – 250000 ,8%of the people have an income more than Rs.250000 and above.
30
CHART:4.4
Annual Income of The Respondents
31
TABLE:4.5
Sources used for purchasing Honda Two Wheeler

Sources Respondents
Television 45 36%
Radio 10 8%
Newspaper 35 28%
Internet 20 16%
Friends & Relative 15 12%
Total 125 100%
INFERENCE:
Out of 125 respondents, 36% of respondents are Television,8% of respondents are Radio ,28% of
respondents are Newspaper ,16% of respondents are Internet and 12% of respondents are Friends
& Relative.
32
CHART 4.5
Sources used for purchasing Honda Two Wheeler
33
TABLE:4.6
Reasons to buy Honda Two Wheeler Among the Respondents
Reasons No.of Percentage of

respondents respondents
Convenience 25 20%
Brand image 35 28%
Acceptable cost 20 16%
Durable 30 24%
Good service 15 12%
Total 125 100%
INFERENCE:
Out of 125 respondents, 20% of respondents are Convenience,28% of respondents are Brand
image,16%of respondents are Acceptable cost,24% of respondents are Durable and 12% of
respondents are Good service.
34
CHART:4.6
Reasons to buy Honda Two Wheeler Among the Respondents
35
TABLE:4.7
Model of the Honda Two Wheeler Possessed by the Respondents
Model No.of respondents Percentage of

Respondents
Activa 40 32%
Shine 17 13.6%
Dio 13 10.4%
Unicorn 45 36%
Others 10 8%
Total 125 100%
INFERENCE:
Out of 125 respondents, 32% of respondents are Activa,13.6% of respondents are Shine,10.4%of
respondents are Dio,36% of respondents are Unicorn and 8% of respondents are Others.
36
CHART 4.7
Model of the Honda Two Wheeler Possessed by the Respondents
37
TABLE:4.8
Years of using Honda Two Wheeler
Years No.of respondents Percentage of

respondents
Since 1 year 20 16%
1 to 2 year 40 32%
2 to3 year 21 16.8%
3 to5 year 25 20%
More than 5 year 19 15.2%
Total 125 100%

INFERENCE:
Out of 125 respondents, 16% of respondents are Since 1 year ,32% of respondents are 1 to 2
year,16.8%of respondents are 2 to3 year,20% of respondents are 3 to5 year and 15.2% of
respondents are More than 5 year.
38
CHART 4.8
Years of using Honda Two Wheeler
39
TABLE:4.9
Kilometers driving per Month
Distance No.of respondents Percentage of

respondents
0-100km 12 9.6%
100-200km 35 28%
200-300km 28 22.4%
300-400km 30 24%
Above 400km 20 16%
Total 125 100%

INFERENCE:
Out of 125 respondents, 9.6% of respondents are 0-100km,28% of respondents are 100-200km
,22.4%of respondents are 200-300km,24% of respondents are 300-400km
and 16% of respondents are Above 400km.
40
Chart-4.9
Kilometers driving per Month
41
Table-4.10
Table showing Respondents preference Colour
Colour No.of Percentage of

White 30 24%
Black 20 16%
Red 25 20%
Blue 35 28%
Others 15 12%
Total 125 100%
INFERENCE:
Out of 125 respondents, 24% of respondents areWhite,16% of respondents are Black,20%of
respondents are Red,28% of respondents are Blue and 12% of respondents are Others .
42
Chart-4.10
Respondents preference Colour
43
Table-4.11
Table showing Attributes to buy Honda Two Wheeler
Attributes No.of respondents Percentage of

respondents
Luggage space 10 8%
Fuel efficiency 30 24%

Pick up 20 16%
Resale value 25 20%
Driving comfort 40 32%
Total 125 100%

INFERENCE:
Out of 125 respondents,8 % of respondents are Luggage space,24% of respondents are Fuel
efficiency,16%of respondents are Pick up ,20% of respondents are Resale value and32 % of
respondents are Driving comfort.
44
Chart-4.11
Attributes to buy Honda Two Wheeler
45
Table-4.12
Table showing Features of Buying Honda Two Wheeler
Features No.of Percentage of

Price 18 14.4%
Style 20 16%
Performance 30 24%
Mileage 45 36%
Appearance 12 9.6%
Total 125 100%
INFERENCE:
Out of 125 respondents,14.4 % of respondents are Price,16% of respondents are Style,24%of
respondents are Performance ,36% of respondents are Mileage and9.6 % of respondents are
Appearance .
46
Chart-4.12
Features of Buying Honda Two Wheeler
47
Table-4.13
Table showing Source of Finance
Finance No.of Percentage of

Bank loan 35 28%

Finance company 30 24%
Self financing 45 36%

Any other 15 12%
Total 125 100%
INFERENCE:
Out of 125 respondents, 28% of respondents are Bank loan,24% of respondents are Finance
company ,36%of respondents are Self financing ,12% of respondents are Any other.
48
CHART 4.13
Source of Finance
49
TABLE:4.14
Table showing Speed of Honda Two Wheeler
Speed No.of respondents Percentage of

respondents
70 15 12%
80 25 20%
90 20 16%
100 40 32%
Above 100 25 20%
Total 125 100%
INFERENCE:
Out of 125 respondents,12 % of respondents are 70 ,20% of respondents are 80 ,16%of
respondents are 90,32% of respondents are 100 and 20% of respondents are Above 100.
50
CHART:4.14
Speed of Honda Two Wheeler
51
TABLE:4.15
Table showing The show room people explained the features and price in
detail
Detail No.of Percentage of

Yes 105 84%

No 20 16%
Total 125 100%
INFERENCE:
Out of 125 respondents, 84% of respondents are Yes and 16% of respondents are No.
52
CHART:4.15
The show room people explained the features and price in detail
53
TABLE:4.16
Table showing Satisfaction for Style and Design
Style, Design No.of respondents Percentage of

respondents
Highly Satisfied 35 28%
Satisfied 65 52%
Neutral 20 16%
Dissatisfied 3 2.4%
Highly Dissatisfied 2 1.6%
Total 125 100%

INFERENCE:
Out of 125 respondents,28% of respondents are Highly Satisfied,52% of respondents are
Satisfied ,16%of respondents are Neutral,2.4% of respondents are Dissatisfied and 1.6% of
respondents are Highly Dissatisfied.
54
CHART:4.16
Satisfaction for Style and Design
55
TABLE:4.17
Table showing Satisfaction for Price
Price No.of respondents Percentage of

Respondents

Satisfied 50 40%
Neutral 49 39.2%
Dissatisfied 4 3.2%
Total 125 100%
INFERENCE:
Satisfied,39.2%of respondents are Neutral,3.2% of respondents are Dissatisfied and 1.6% of
56
CHART:4.17
Satisfaction for Price
57
TABLE:4.18
Table showing Satisfaction for Pick up and Performance
Pick up and No.of Percentage of

Performance respondents respondents
Yes 90 72%
No 35 28%
Total 125 100%

INFERENCE:
Out of 125 respondents, 72% of respondents are Satisfactio for Pick up and Performance
and 28% of respondents are Not Satisfaction for Pick up and Performance.
58
CHART:4.18
Satisfaction for Pick up and Performance
59
TABLE:4.19
Table showing Satisfaction of Mileage
Mileage No.of respondents Percentage of

respondents
Highly Satisfied 47 37.6%
Satisfied 40 32%
Neutral 30 24%
Dissatisfied 5 4%
Total 125 100%
INFERENCE:
Out of 125 respondents,37.6% of respondents are Highly Satisfied,32% of respondents
are Satisfied,24%of respondents are Neutral,4% of respondents are Dissatisfied and 2.4% of
60
CHART:4.19
Satisfaction of Mileage
61
TABLE:4.20
Table showing Satisfaction of Quality
Quality No.of Percentage of

Satisfied 61 48.8%
Neutral 20 16%
Dissatisfied 5 4%
Total 125 100%
INFERENCE:
Out of 125 respondents,28% of respondents are Highly Satisfied,48.8% of respondents
62
CHART:4.20
Satisfaction of Quality
63
TABLE:4.21
Table showing Satisfaction for Break system,safety features and storage space
Break system,safety No.of respondents Percentage of

features and respondents
storage space
Satisfied 40 32%
Neutral 30 24%
Dissatisfied 6 4.8%
Total 125 100%
INFERENCE:
Satisfied,24%of respondents are Neutral,4.8% of respondents are Dissatisfied and 3.2% of
64
CHART:4.21
Satisfaction for Break system,safety features and storage space
65
TABLE:4.22
Table showing Satisfaction for Customer service
Customer service No.of respondents Percentage of

Respondents
Highly Satisfied 37 29.6%

Satisfied 46 36.8%
Neutral 35 28%
Dissatisfied 5 4%
Total 125 100%
INFERENCE:
Out of 125 respondents,29.6% of respondents are Highly Satisfied,36.8% of respondents
66
CHART:4.22
Satisfaction for Customer service
67
TABLE:4.23
Table showing Types of Problem Faced by the Respondents
Problem No.of respondents Percentage of

Respondents
Mileage 16 12.8%
Brake 10 8%
Tyre 35 28%
Electrical problems 44 35.2%
Resale value 20 16%
Total 125 100%
INFERENCE:
Out of 125 respondents,12.8 % of respondents are Mileage,8% of respondents are Brake,28%of
respondents are Tyre,35.2% of respondents are Electrical problems and 16% of respondents are
Resale value.
68
CHART:4.23
Types of Problem Faced by the Respondents
69
TABLE:4.24
Table showing Service
Service No.of respondents Percentage of

respondents
Company Authorised 55 44%
Service Station
Unauthorised Service 30 24%
Station
Both 40 32%
Total 125 100%

INFERENCE:
Out of 125 respondents, 44% of respondents are Company Authorised Service Station,24% of
respondents are Unauthorised Service Station and 32% of respondents are Both.
70
CHART:4.24
Service
71
TABLE:4.25
Table showing Reminders for Two Wheeler Service
SMS / Mails / No.of Percentage of

Reminders respondents respondents
Yes 95 76%
No 30 24%
Total 125 100%
INFERENCE:
Out of 125 respondents, 76% of respondents are getting Reminders from the company for two
wheeler service and 24% of respondents are Not getting Reminders from the company for two
wheeler service.
72
CHART:4.25
Reminders for Two Wheeler Service
73
TABLE:4.26
Table showing Satisfaction for Company Authorized service
Company No.of respondents Percentage of

Authorized service Respondents
Satisfied 45 36%
Neutral 23 18.4%
Dissatisfied 4 3.2%
Total 125 100%
INFERENCE:
Satisfied,18.4%of respondents are Neutral,3.2% of respondents are Dissatisfied and 2.4% of
74
CHART:4.26
Satisfaction for Company Authorized service
75
TABLE:4.27
Table showing Satisfaction for Non authorized service
Non authorized No.of respondents Percentage of

service respondents
Satisfied 50 40%
Neutral 25 20%
Dissatisfied 10 8%
Highly Dissatisfied 5 4%
Total 125 100%
INFERENCE:
Satisfied,20%of respondents are Neutral,8% of respondents are Dissatisfied and 4% of
76
CHART:4.27
Satisfaction for Non authorized service
77
TABLE:4.28
Table showing Service duration
Service duration No.of respondents Percentage of

Respondents
Once a month 30 24%

Once in 2 months 45 36%
Once in a Quarter 25 20%
Once in six month 15 12%
Once a year 10 8%
Total 125 100%
INFERENCE:
Out of 125 respondents,24 % of respondents are Once a month ,36% of respondents are Once in
2 months,20%of respondents are ,12% of respondents are Once in a Quarter and 8% of
respondents are Once a year
.
78
CHART:4.28
Service duration
79
TABLE:4.29
Table showing Company Authorized service Offer/schemes
Offer/ No.of respondents Percentage of

schemes Respondents
Discount on Spares 29 23.2%
Discount of Labour 20 16%
Free Wash 35 28%
Extended warranty 31 24.8%
Free Break down 10 8%
service
Total 125 100
INFERENCE:
Out of 125 respondents,23.2 % of respondents are Discount on Spares ,16% of respondents are
Discount of Labour,28%of respondents are Free Wash,24.8% of respondents are Extended
warranty and 8% of respondents are Free Break down service.
80
CHART:4.29
Company Authorized service Offer/schemes
81
TABLE:4.30
Table showing Overall Satisfaction
Overall Satisfaction No.of respondents Percentage of

Respondents

Satisfied 55 44%
Neutral 25 20%
Dissatisfied 3 2.4%
Total 125 100%

INFERENCE:
Satisfied,20%of respondents are Neutral,2.4% of respondents are Dissatisfied and 1.6% of
82
CHART:4.30
Overall Satisfaction
83
TABLE:4.31
Table showing Suggestion to others
Suggestion to No.of Percentage of

others respondents respondents
Yes 110 88%
No 15 12%
Total 125 100%

INFERENCE:
Out of 125 respondents, 88% of respondents are Suggesting to others and 12% of respondents
are Not Suggesting to others.
84
CHART:4.31
Suggestion to others
85
Chi-Square Test
Table showing Relationship between Age and Honda Two Wheeler
Colour
Table-4.32
Age of the Respondents * Colour Crosstabulation
Count
Colour
White Black Red Blue Others Total
Age of the 18-20 1 4 4 5 1 15
Respondents 21-30 18 6 7 8 9 48
31-40 8 5 8 9 2 32
41-50 2 3 5 8 2 20
Above 1 2 1 5 1 10
50
Total 30 20 25 35 15 125
Chi-Square Tests
Asymp. Sig.
Value df (2-sided)
Pearson Chi-Square 19.994a 16 .220
Likelihood Ratio 20.775 16 .187
Linear-by-Linear 1.420 1 .233
Association
N of Valid Cases 125
a. 15 cells (60.0%) have expected count less than 5. The
minimum expected count is 1.20.
86
Null Hypothesis(Ho):There is a significant difference between age and Honda Two Wheeler
Colour.
Alternate Hypothesis(H1): There is no significant difference between age and Honda Two
Wheeler Colour
Chi-square(X2 ) calculation
Calculated X2value =19.994
Degree of freedom=16
Table value=26.3
Level of significance=5%
From the table, null hypothesis is accepted, since the calculated value is less than the
table value. It is concluded that there is no significant relationship between Gender and Honda
Two Wheeler Colour.
87
CHAPTER-V
FINDINGS,
SUGGESTIONS
AND
CONCLUSION
88
5.1 FINDINGS
 38.4% of the respondents are in age group of 21-30 years.
 64% of the respondents are male.
 32% of the respondents are Private Sector
 39.2% of the respondents are Annual income Rs.100000 – Rs.150000
 36% of the respondents are Television
 28% of the respondents are Brand image to buy the Honda Two Wheeler
 32% of the respondents are having Activa
 32% of the respondents are 1 to 2 year using Honda two wheeler
 28% of the respondents are 100-200km distance coverd in a month
 28% of the respondents are having Blue colour
 32% of the respondents are like the Driving comfort attributes
 36% of the respondents are Mileage is the features influenced to buy Honda Two Wheeler
 36% of the respondents are Self financing to buy Honda Two Wheeler
 32% of the respondents are the top speed is 100.
 84% of the respondents are the show room people explained the features and price in detail
 52% of the respondents are Satisfied the Style & Design of Honda Two Wheeler
89
 40% of the respondents are Satisfied the price of Honda Two Wheeler
 72% of the respondents are Satisfied with the pick up and performance of Honda Two
Wheeler
 37.2% of the respondents are Highly Satisfied the mielage of Honda Two Wheeler
 48.8% of the respondents are Satisfied the quality of Honda Two Wheeler
 36% of the respondents are Highly Satisfied the break system,safety features and
storage space of Honda Two wheeler
 36.8% of the respondents are Satisfied the customer service of Honda Two Wheeler
 35.2% of the respondents are faced by the Electrical problems
 44% of the respondents are two wheeler serviced in Company Authorized Service
Station.
 76% of the respondents are the company reminde two wheeler service
 37.2% of the respondents are Highly Satisfied serviced at company authorized service
station
 40% of the respondents are Satisfied serviced at non authorized service station
 36% of the respondents are serviced in Once in 2 months
 28% of the respondents are Free Wash getting two wheeler serviced
 from Company Authorised Service Station
 44% of the respondents are Satisfied Overall Satisfaction of Honda Two wheeler
 88% of the respondents are suggest Honda Two wheeler to others
90
5.2 SUGGESTIONS
 Honda should think fuel efficiency in case of upper segment two wheeler
 Honda company better to concentrate on the low price two wheeler
 Company has to rectify the battery problems & lights.
 To increase the mileage efficiency.
 To bring down the cost of spares and to improve genuinely.
 Looks and style must not be over stressed as compared to quality and mileage
91
5.3 CONCLUSION
 It has been undoubtedly proven that retaining customers is the only way to succeed in
business. The study on the customers satisfaction of Honda two wheelers among the
customers within the Madurai District was conducted in Madurai District.
 The study tries to reveal the factors responsible for preferring a particular brand.
 The sample was collected from the customers who owned the Honda two wheeler and
to know about the satisfaction level of the Honda two wheelers.
 The study tries to identify the extent of influence of various informational sources in
customer satisfaction.
 In this study, most of the respondents are having a good opinion about the Honda two
wheelers and the findings and suggestions of this study will support the company in an
effective and better way.
92
CHAPTER-VI
BIBLIOGRAPHY
93
BIBLIOGRAPHY
Books
 Philip kotler- Principels of Marketing ,Prention-Hall of India. Pvt ltd New Delhi(1999).
 Jagdish N.Sheth Atul Parvatiyar–Relationship Marketing-A division of stage
 publication NewDelhi.(2000).
 Research Methodology By C.R.Kohari
 IOSR Journal of Business and Management (IOSR-JBM) e-ISSN: 2278-487X, p-ISSN:
2319-7668. Volume 16, Issue 5. (May. 2014), PP
Websites
www.Honda2wheelersIndia,com.
www.activa.com
www.hondabike.com
94
CHAPTER-VII
ANNEXURE
95
A STUDY ON CUSTOMER SATISFACTION TOWARDS KALYANI HONDA IN
MADURAI
1. Name :
2. Age
18-20 21-30 31-40 41-50 Above 50
3. Gender
Male Female
4. Occupation
Student Self Employed Private Sector Government Sector Agriculture
5. Annual Income
< 100000 100000 – 150000 150000 – 200000 200000 – 250000 >250000
6. How do you come to know about Honda Two Wheeler?

Television Radio Newspaper Internet Friends & Relative
7. What are reasons to buy the Honda Two Wheeler?

Convenience Brand image Acceptable cost Durable Good service
8.which model right now you are having?

Activa Shine Dio Unicorn Others
9.Since,How long have being you using two wheeler?

Since 1 year 1 to 2 year 2 to3 year 3 to5 year More than 5 year
10.Average distance coverd in a month?

0-100km 100-200km 200-300km 300-400km Above 400km
11.Which colour of Honda Two wheeler do you prefer the most?

White Black Red Blue Others
12.Which attributes do you like most in your two wheeler?

Luggage space Fuel efficiency Pick up Resale value Driving comfort
13.what are the features influenced to buy Honda Two Wheeler?

Price Style Performance Mileage Appearance
14.What is your source of finance?
96
Bank loan Finance company Self financing Any other
15.What was the top speed you noticed while riding Honda Two Wheeler?
70 80 90 100 Above 100
16.Did the show room people explained you about the features and price in detail?
Yes No
17.How will you rate the body style,design and look of HondaTwo wheeler?
Highly Satisfied Satisfied Neutral Dissatisfied Highly Dissatisfied
18.What do you feel about the price of Honda Two Wheeler?

19.Are you satisfied with the pick up and performance of Honda Two Wheeler?
Yes No
20.What do you feel about the mielage of Honda Two Wheeler?

21.What do you feel about the quality of Honda Two Wheeler?

22.How do you feel about the break system,safety features and storage space of Honda Two
wheeler?
23.What do you feel about the customer service of Honda Two Wheeler?
24. what are the problem faced for Honda Two Wheeler?
Mileage Brake Tyre Electrical problems Resale value
25. From where do you get your two wheeler serviced?

Company Authorised Service Station Unauthorized Service Station Both
26.Do you get any SMS / Mails / Reminders from the company, as reminders for your
two wheeler service?
Yes No
27.After getting your two wheeler serviced at company authorised service station,
what is your satisfaction level?
97
28.After getting your two wheeler serviced at non authorised service station, what is
your satisfaction level?
29. How often do you get your two wheeler serviced?

Once a month Once in 2 months Once in a Quarter Once in six month
Once a year
30.Which offer/schemes did you receive while getting your two wheeler serviced
from Company Authorised Service Station?
Discount on Spares Discount of Labour Free Wash Extended warranty
Free Break down service
31.Your overall rating about Honda Two wheeler is ?

32.Do you suggest Honda Two wheeler to others?

Yes No
98

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CHAPTER-I

Financial Services Business:

Power Product and Other Businesses:

Honda manufactures a range of power products, including general-purpose engines,

Direction & Diversification

Knowledge Reserves & Resources

2009 HMSI All India Award

 To study about the sources of awareness to buy Honda Two Wheeler.

 The survey was limited to Madurai city only.

According to Clifford woody ”Research comprises defining and redefining problem,

3.3 METHODS OF DATA COLLECTION

3.4 SAMPLING METHOD

Karl Pearson’s coefficient of Correlation

√ N ∑x2 – (∑x)2 * √N ∑y2 - (∑y)2

No.of respondents Percentage of

Source: Primary data

Total 125 100%

No.of respondents Percentage of

Self Employed 25 20%

Private Sector 40 32%

Annual Income No.of respondents Percentage of

100000 – 150000 49 39.2%

150000 – 200000 20 16%

200000 – 250000 15 12%

Total 125 100%

Source: Primary data

No.of respondents Percentage of

Reasons No.of Percentage of

Reasons to buy Honda Two Wheeler Among the Respondents

Model No.of respondents Percentage of

Years No.of respondents Percentage of

Since 1 year 20 16%

2 to3 year 21 16.8%

3 to5 year 25 20%

More than 5 year 19 15.2%

Total 125 100%

Distance No.of respondents Percentage of

Above 400km 20 16%

Total 125 100%

Colour No.of Percentage of

Attributes No.of respondents Percentage of

Fuel efficiency 30 24%

Total 125 100%

Features No.of Percentage of

Finance No.of Percentage of

Bank loan 35 28%

Self financing 45 36%

Speed No.of respondents Percentage of

Speed of Honda Two Wheeler

Detail No.of Percentage of

Yes 105 84%

Style, Design No.of respondents Percentage of

Highly Satisfied 35 28%

Highly Dissatisfied 2 1.6%

Total 125 100%

Price No.of respondents Percentage of

Highly Satisfied 20 16%

Satisfaction for Price

Pick up and No.of Percentage of

Total 125 100%

Mileage No.of respondents Percentage of

Total 125 100%

Source: Primary data

Quality No.of Percentage of

Break system,safety No.of respondents Percentage of

Satisfaction for Break system,safety features and storage space

Customer service No.of respondents Percentage of