Project Presentation

Oct & 2019

Submitted By: Sandeep Sharma

To Analyse of New Honda City customers
profile and satisfaction level

By

Sandeep Sharma
Reg No: 1411004930

Submitted in partial fulfillment of the requirements

for the degree of

MBA

To

Sikkim Manipal University, India

 INTRODUCTION
Customers are the most important people for any organization. They are the resource
on which not only the success, but the entire existence of any business depends.
A customer, also client, buyer or purchaser is usually used to refer to a current or
potential buyer or user of the products of an individual or organization, mostly called
the supplier or seller. However the term customer also includes by extension anyone
who uses or experiences the services of another.
The word derives from "custom," meaning "habit"; a customer was someone who
frequented a particular shop, who made it a habit to purchase goods of the sort the
shop sold there rather than elsewhere, and with whom the shopkeeper had to
maintain a relationship to keep his or her "custom," meaning expected purchases in
the future.
The clichés "customer is king" or "customer is god" or "the customer is always right"
are most frequently used in the marketing world and also indicate the importance of
customers to businesses.
The importance of the customers for any business can be understood by looking at
the huge expenditures that are being incurred by various companies for satisfying
and retaining their customers.
Before discussing further about customer and customer satisfaction we should first
try and understand the meaning of the word “Customer”.
 OBJECTIVES OF THE PROJECT:

•To understand the detailed profile of the customers of the All New Honda City
•To evaluate the level of satisfaction or dissatisfaction among the customers of the new Honda
city & the reasons for the same.
In order to achieve the above stated objectives the researcher found it necessary to gather
information pertaining to the following:
•Indian four-wheeler Industry,
•Honda and
•All new Honda City I-VTEC.
 LITERATUER REVIEW
In today’s competitive world where every company is striving to retain and capture
market the importance of satisfying the existing customers has increased. And almost
every company realizes this, it is only because of this reason that the companies are
spending huge amounts for finding out the level of customer satisfaction and trying to
improve this level by providing better products and services.
Some of the researches that have been done by various companies in different sectors, in
the field of customer satisfaction have been discussed below.

Customer Survey I :
A survey was conducted by The University of Michigan to find out the level of
customer satisfaction for Lexus car owners and users.
According to the report the customers rated Lexus as 87 on a scale of 100. It was also
found that the major criteria for satisfying the customer were not the incentives but the
quality of the cars.
The report suggested the company to reduce the production runs and concentrate on
improving the quality.
Customer Survey II:
A customer satisfaction survey was conducted by the SKY(Satellite TV), which found
out that approximately 62% of the respondents were very dissatisfied (along with
another 25% who were dissatisfied) with the cost of cable television service.
A majority of the respondents were satisfied with the friendliness and courtesy of
customer service personnel, however, approximately 30% of the respondents rated the
cable company's performance as poor. With regard to open-ended comments,
respondents felt that the cost of the cable service was too high, a need for cable
competition existed and the desire for a basic cable package offering was desired.
Customer Survey III:
According to a survey conducted by J.D. Power Asia Pacific, to find the level of
customer satisfaction among the Maruti Suzuki car owners, the company scored 838
points on a scale of 1000.The study assesses the overall contentment of the owners of
the vehicle who visited their official dealer or service centre for maintenance or repair
work in the initial 12 to 18 months of ownership.
The report suggested that the overall satisfaction level of the customers is determined
by utilizing seven measures including service quality; user-friendly service; service
advisor; service initiation; service delivery; and in-service experience.
 Problem Statement

After the review of literature in the previous chapter the importance of customer
satisfaction was quite evident. However the researcher felt that with the dynamic nature
of the Indian market and the shortening life cycle of various products, there was a need
for an elaborated study of the likes and dislikes of the Indian consumer. With launch of
various brands and models waiting at the horizon, the Indian auto industry is expected to
become highly competitive in the coming years. So in order to retain and increase their
market shares the companies need to satisfy their customers in the best possible manner.
After carefully studying the current scenario of the auto industry in India, the researcher
decided to conduct a detailed study for evaluating the level of customer satisfaction and
identifying the reasons for the same. This study was conducted using a customer survey,
targeting the current users of the all new Honda City i-VTEC car launched by HSCI on
the 25th Sep. 2008.
 RESEARCH METHODOLOGY

The task of data collection begins after a research problem has been defined and
researches design/planed out. We collect primary data during the course of doing
experiments in an experimental research but in case we do research of the descriptive
type and perform surveys, whether sample surveys or census survey, then we can
obtain primary data either through observation of through direct communication with
respondents in one form or another or through personal interviews. The secondary
data on the other hand, are those which have already been collected by someone else
and which have already been through the statistical process.

The most commonly methods used in research are:

1. Questionnaires
2. Personal interviews
DATA COLLECTION
I have collected the data from two sources which are given below:
Primary Data
•Personal Investigation
•Observation Method
•Information from correspondents
•Information from superiors of the organization
Secondary Data
•Published Sources such as Journals, Government Reports, Newspapers and Magazines
etc.
•Unpublished Sources such as Company Internal reports prepare by them given to their
analyst & trainees for investigation.
Statistical Analysis
In this segment I will show my findings in the form of graphs and charts. All the data
which I got form the market will not be disclosed over here but extract of that in the
form of information will definitely be here.
Detail:
Size of Data : 250
Area : NCR
Type of Data : 1. Primary 2. Secondary
Industry : Banking
Respondent : Customers
 LIMITATIONS:

The limitations of the survey as perceived by the researcher are as follows:

•The sample size of the survey was very small, Due to limited access to RTO
Authorities and Honda Showrooms.
•The scope of survey was limited to Delhi and NCR.
•As the questionnaire was lengthy and time consuming, the respondents often lost
interest and became impatient. Hence the answers given by them may suffer from
biasness.
•Some of the open-ended questions were subject to the knowledge of and
interpretation by the researcher.
 SUGGESTIONS, RECOMMENDATIONS AND CONCLUSIONS
On the bases of the findings of the survey conducted, the researcher made the
following suggestions and recommendations to the Honda Siel Cars India Ltd. :
•The all new Honda City has not been able to attract younger audience, as planned by
the company at the time of the launch of the car. This is mainly due to the high price of
the car. Therefore the company must reduce the price of the car, if it wishes to
attract the younger segment of the market.
•In order to penetrate deeper into the market of a developing country like India, where
the consumers have limited resources, the company should try and study the
possibility of introducing a Low Priced Variant of the car.
•Company should adopt new marketing strategies and programmes in order to
strengthen the brand “Honda”, as the Brand name seems to be the major criteria for
purchasing a car.
•While all the major competitors of the all new City offer a diesel variant, HSCI still
does not have anything to offer in the same respect. Thus the company should study
the possibility of introducing a diesel variant in the line up, keeping in mind the high
initial cost of the diesel engine and it should also try and take steps to reduce the gap
between the usage of petrol & diesel.
 CONCLUSION
Although, post decentralisation in 1991, the auto industry in India has grown at a
commendable average rate of 17%, the increase in international as well as domestic
completion has made it a buyer’s market rather than a seller’s one. Today the
customers have wide brand & model choice, and with the rising income levels,
especially among young adults, coupled with the low equal monthly instalments
(EMIs) almost all these international and domestic brands & models have come within
the reach of the customers. In order to survive in this highly competitive market the
companies not only need to increase the number of head count of the customers but
also needs to retain the present set of customers. For this, an in-depth study of the
consumer behaviour and their likes & dislikes is required.
This study reveals that the Brand name “Honda” was the basic reason for the
customers to choose the all new Honda City. A large majority of customers are happy
with the interior & exterior features & luggage cabin of the car. However, some
customers exhibited dissatisfaction towards the performance of the air-conditioner of
the car.
BIBLOGRAPHY

Websites
•www.hondacarindia.com
•www.academon.com/lib.html
•www.hclibrary.org/
•www.fadaweb.com
•www.icra.in/
•www.google.com

Journals & Magazines

Overdrive Magazines, August 2019 Edition
Autocar India, March 2019 Edition
CRISIL journals
Broachers by SIMA

Books
Peter Druker: A critical commentary on his philosophy of management,by C.
Northcotr Parkison, Pg.287
Realities of management by John Marsh, glossary, Pg-389
Thanking
You