“a study on customer satisfaction towards honda bikes in coimbatore”
DESCRIPTION
“A STUDY ON CUSTOMER SATISFACTION TOWARDS HONDA BIKES IN COIMBATORE”TRANSCRIPT
DECLARATION
I, NAUSHAD.K, do hereby declare that this project report entitled “A STUDY ON
CUSTOMER SATISFACTION TOWARDS HONDA BIKES IN COIMBATORE” has
been prepared by me under the guidance and supervision of Mr. T.LAKSHMANAN lecturer
in department of Business Administration, P.P.G Business School Coimbatore.
I also declare that this project report has not been submitted by me or others fully or partially
for the award of any Degree or Diploma, title or recognition before.
P.P.G. Business School NAUSHAD.K
Date:
1
CERTIFICATE
This is to certify that the Report of the Project Work entitled “A STUDY ON CUSTOMER SATISFACTION TOWWARDS HONDA IN COIMBATORE“Submitted in partial fulfillment of the requirements for the award of the
degree of Master of Business Administration to the PPG BUSINESS SCHOOL Is a record of bonafide work carried out by NAUSHAD.K under my supervision and Guidance.
Date:
Place: COIMBATORE
Signature of the HOD Signature of the Internal Guide
Submitted for the Viva-voice Examination held on -------------
Internal Examiner External Examiner
2
3
ACKNOWLEDGMENT
I would like to express my deep sense of gratitude to my distinguished teacher and guide Mr.
LAKSHMANAN T Department of Business Administration for his valuable guidance and
profound inspiration.
I also express my sincere thanks to the Director, Prof. R VIJAYA KUMAR of P.P.G
Business School for his valuable suggestion and co-operation. I also owe a great deal to other
members and staff of the department of Business Administration.
I also thankful to my friend who helped me a lot in the completion of this project.
Above all, thank to God almighty who helps the every activities of my life.
P.P.G Business School NAUSHAD.K
Date:
4
CONTENT
Sl.no Content Page No1 History of Honda 7
1.1 Profile 10
1.2 Key persons 121.3 Models 16
2 Objectives of the research 183 Research methodology 20
3.1 Data source 20
3.2 Research approach 20
3.3 Sampling unit 213.4 Data completion and analysis 21
4 Limitations of the study 225 Data analysis and interpretations 236 Findings 367 Suggestions 378 Conclusion 389 Bibliography 3910 Questionnaire 40
LIST OF TABLES
5
Table number
Title Page number
1 Type of HONDA bikes own by the respondents 222 For what purpose the respondent buy a HONDA bike 23
3 How long the respondent using the bike 244 Factors considered by respondent for choosing HONDA 25
5 Rate for comfort, safety, mileage and maintenance by the respondents
26
6 Satisfaction of respondents towards HONDA bike(s) 277 Other bikes owned by the respondents 288 Respondent’s opinion about the service of HONDA bikes
compared to other bikes29
9 Color of the bike that respondent likes 30
10 Respondent’s rate towards HONDA’s parameter mentioned 31
11 Rate of respondents towards the time spent by employees with the respondents
32
LIST OF CHARTS
Chart number
Title Page number
1 Type of HONDA bikes own by the respondents 222 For what purpose the respondent buy a HONDA bike 23
3 How long the respondent using the bike 244 Factors considered by respondent for choosing HONDA 25
5 Rate for comfort, safety, mileage and maintenance by the respondents
26
6 Satisfaction of respondents towards HONDA bike(s) 277 Other bikes owned by the respondents 288 Respondent’s opinion about the service of HONDA bikes
compared to other bikes29
9 Color of the bike that respondent likes 30
10 Respondent’s rate towards HONDA’s parameter mentioned 31
11 Rate of respondents towards the time spent by employees with the respondents
32
6
HISTORY
OF
HONDA
7
From a young age, Honda's founder, Soichiro Honda (November 17, 1906 – August 5, 1991)
had a great interest in automobiles. He worked as a mechanic at a Japanese tuning shop, Art
Shokai, where he tuned cars and entered them in races. A self-taught engineer, he later
worked on a piston design which he hoped to sell to Toyota. The first drafts of his design
were rejected, and Soichiro worked painstakingly to perfect the design, even going back to
school and pawning his wife's jewelry for collateral. Eventually, he won a contract with
Toyota and built a factory to construct pistons for them, which was destroyed in an
earthquake. Due to a gasoline shortage during World War II, Honda was unable to use his
car, and his novel idea of attaching a small engine to his bicycle attracted much curiosity. He
then established the Honda Technical Research Institute in Hamamatsu, Japan, to develop
and produce small 2-cycle motorbike engines. Calling upon 18,000 bicycle shop owners
across Japan to take part in revitalizing a nation torn apart by war, Soichiro received enough
capital to engineer his first motorcycle, the Honda Cub. This marked the beginning of Honda
Motor Company, which would grow a short time later to be the world's largest manufacturer
of motorcycles by 1964.
8
The first production automobile from Honda was the T360 mini pick-up truck, which went on
sale in August 1963. Powered by a small 356 cc straight-4 gasoline engine, it was classified
under the cheaper Kei car tax bracket The first production car from Honda was the S500
sports car, which followed the T360 into production in October 1963. Its chain driven rear
wheels point to Honda's motorcycle origins
9
PROFILE
Type : Public company
Industry : Automotive
Aviation
Founded : 24 September 1948
Founder(s) : Soichiro Honda
Takeo Fujisawa
Headquarters : Minato, Tokyo, Japan
Area served : Worldwide
Key people : Takanobu Ito (President, CEO, & Representative Director)
Products : Automobiles, Motorcycles, Scooters, ATVs, Electrical generators,
Water pumps, Lawn and Garden equipment, Tillers, Outboard
motors,
Robotics, Jets, Jet engines, Thin-film solar cells
Revenue : US$ 107.82 billion (2011)
Operating income : US$ 6.87 billion (2011)
Net income : US$ 6.44 billion (2011)
Total assets : US$ 139.61 billion (2011)
10
Total equity : US$ 53.69 billion (2011)
Employees : 179,060 (2011)
Subsidiaries : Acura
Li Nian
Honda Aircraft Company
Website : world.honda.com
11
Key Persons
Name Position hold
Koichi Kondo Chairman, Vice President, Compliance Officer,
Compliance Officer of Government & Industrial Affairs
and Director
Takanobu Ito Chief Executive, President, Chief Operating Officer of
Automobile Operations and Director
Akio Hamada Executive Vice President, Chief Operating Officer of
Production Operations, Executive Officer and Director
Tetsuo Iwamura Senior Managing Officer, Chief Operating Officer for
Regional Operations - North America, President of
American Honda Motor Co Inc, Director of American
Honda Motor Co Inc, President of Honda North America
Inc and Director of Honda North America Inc
Manabu Nishimae Managing Officer, Chief Operating Officer for Regional
Operations - Europe the Middle &Near East and Africa,
President of Honda Motor Europe Ltd and Director of
Honda Motor Europe Ltd
Tatsuhiro Oyama Senior Managing Officer, Chief Officer of Driving Safety
Promotion Center, Chief Operating Officer of Motorcycle
Operations and Director
Fumihiko Ike Senior Managing Officer, Chief Operating Officer for
Business Management Operations, Risk Management
Officer, General Supervisor of Information Systems and
12
Director
Sho Minekawa Managing Officer, Chief Operating Officer for Regional
Sales Operations - Japan, President of Honda Automoveis
do Brasil Ltd, Director of Honda Automoveis do Brasil
Ltd, President of Moto Honda Amazonia Ltd, Director of
Moto Honda Amazonia Ltd, President of Honda South
America Ltd and Director of Honda South America Ltd
Masahiro Takedagawa Operating Officer, Chief Operating Officer for Regional
Operations - Latin America, President of Honda South
America Ltd, President of Honda Automoveis do Brazil
Ltd President of Honda Canada Inc, Director of Honda
Canada Inc, President of Moto Honda Amazonia Ltd and
Director of Moto Honda Amazonia Ltd
Takuji Yamada Operating Officer, Chief Operating Officer of Power
Product Operations and Director
Masahiro Yoshida Operating Officer, Chief Operating Officer for Business
Support Operations and Director
Tomohiko Kawanabe Senior Managing Officer and Director
Hidenobu Iwata Managing Officer, President of Honda of America Mfg Inc
and Director of Honda of America Mfg Inc
Michimasa Fujino Operating Officer, President of Honda Aircraft Co and
Director of Honda Aircraft Company Inc
Hiroshi Kobayashi Managing Officer, Chief Operating Officer for Regional
Operations Asia & Oceania, President of Asian Honda
13
Motor Co Ltd and Director of Asian Honda Motor Co Ltd
Takashi Nagai Operating Officer, President of Honda Siel Cars India Ltd,
President of Honda Motor India Private Ltd, Director of
Honda Siel Cars India Ltd and Director of Honda Motor
India Private Ltd
Takashi Sekiguchi Operating Officer, President of Honda Canada Inc and
Director of Honda Canada Inc
Hiroshi Sasamoto Operating Officer, Chief Executive Officer of Honda
Engineering Co Ltd, President of Honda Engineering Co
Ltd and Director of Honda Engineering Co Ltd
Yoshiharu Yamamoto Managing Officer, Director, Chief Executive officer of
Honda R&D Co Ltd, President of Honda R&D Co Ltd and
Director of Honda R&D Co Ltd
Soichiro Takizawa Operating Officer, President of Honda of the U K
Manufacturing Ltd and Director of Honda of the U K
Manufacturing Ltd
Takeo Fukui Advisor and Representative Director
Nobuo Kuroyanagi Advisor and Director
Hirotake Abe Corporate Auditor
Tomochika Iwashita Corporate Auditor
14
Other Board Members on Board
Name (Connections) Primary CompanyToru Onda Honda Motor Co., Ltd.
Fumihiko Saito Honda Motor Co., Ltd.
Hideki Okada Honda Motor Co., Ltd.
Kensaku Hogen Honda Motor Co., Ltd.
15
MODELS
Bike
CBR250R
CBF Stunner
Dazzler
Unicorn
Shine
CB Twister
SCOOTER
Activa (old)
Activa (new)
Aviator DLX
Dio
CARS
Honda city
Honda Accord
Honda Civic
Honda Jazz
Honda Brio
16
OBJECTIVES
OF THE
RESEARCH
17
OBJECTIVES OF THE RESEARCH
1. To analyze the customer satisfaction.
2. To analyze the customer preference.
3. To analyze after sales services of bikes.
4. To study the behavioral factors of consumers in motor bikes.
5. To suggest various factors to improve sales.
18
METHODOLOGY
19
RESEARCH METHODOLOGY
It is well known fact that the most important step in marketing research process is to define
the problem. Choose for investigation because a problem well
defined is half solved. That was the reason that at most care was taken while defining
various parameters of the problem. After giving through brain storming session,
objectives were selected and the set on the base of these objectives. A questionnaire
was designed major emphasis of which was gathering new ideas or insight so as to
determine and bind out solution to the problems.
DATA SOURCE
Research included gathering both Primary and Secondary data. Primary data
is the first hand data, which are selected a fresh and thus happen to be original in
character. Primary Data was crucial to know various customers and past consumer
views about bikes and to calculate the market share of this brand in regards to other
brands.
Secondary data are those which has been collected by someone else and
which already have been passed through statistical process. Secondary data has been
taken from internet, newspaper, magazines and companies web sites.
RESEARCH APPROACH
The research approach was used survey method which is a widely used
method for data collection and best suited for descriptive type of research survey
includes research instrument like questionnaire which can be structured and
unstructured. Target population is well identified and various methods like personal
interviews and telephone interviews are employed.
20
SAMPLING UNIT
It gives the target population that will be sampled. This research was carried in Coimbatore
(District Coimbatore).
These were 50 respondents.
DATA COMPLETION AND ANALYSIS
After the data has been collected, it was tabulated and findings of the project
were presented followed by analysis and interpretation to reach certain conclusions.
21
LIMITATIONS OF THE STUDY
1. Research work was carried out in one District of Tamil Nadu only the finding
may not be applicable to the other parts of the country because of social and
cultural differences.
2. The sample was collected using connivance-sampling techniques. As such result
may not give an exact representation of the population.
3. Shortage of time is also reason for incomprehensiveness.
4. The views of the people are biased therefore it doesn’t reflect true picture.
22
DATA ANALYSIS AND
INTERPRETATIONS
23
Table 1
Table showing the type of HONDA bikes own by the respondents
Type of bike No.of respondents Percentage
Unicorn 16 32
Shine 11 24
Twister 5 10
Stunner 9 18
Dazzler 3 6
Others 6 12
Chart 1
Chart showing the type of HONDA bikes own by the respondents showing the type of
HONDA bikes own by the respondents
unicorn shine twister stunner dazzler other0
5
10
15
20
25
30
35
No.of respondents
Interpretation:-Table denotes that majority of the respondents are using the HONDA”s
Unicorn bike.32% of the respondents are using the Unicorn bike.24% of the respondents are
using Honda’s shine bike
24
Table 2
Table showing for what purpose the respondent buy a HONDA bike
purpose No.of respondents Percentage
Personal 20 40
Official 6 12
Others 24 48
Chart 2
Chart showing for what purpose the respondent buy a HONDA bike
PersonalOfficial
Others
05
101520253035404550
Percentage
Percentage
Interpretation:-Table denotes that majority of the respondents rated A.M’s advertisement as
good as compared to other dealers.
25
Table 3
Table showing how long the respondent using the bike
Years No. of respondents Percentage
0-1 year 10 20
1-2 year 16 32
2-3 year 8 16
3-4 year 6 12
Above 4 10 20
Chart 3
Chart showing how long the respondent using the bike
percentage
0-1 year1-2 year 2-3 year3-4 yearAbove 4
Interpretation:-Table denotes that majority of the respondents are using their bikes more
years.
It shows the customer satisfaction towards the Honda.
26
Table 4
Table showing the factors considered by respondent for choosing HONDA
Factors No. of respondents Percentage
Price 10 20
Brand name 3 6
Safety 4 8
Style 2 4
Performance 31 62
Chart 4
Chart showing the factors considered by respondent for choosing HONDA
Price Brand name Safety Style Performance0
10
20
30
40
50
60
70
Percentage
Percentage
Interpretation:-Table denotes that majority of the respondents rated HONDA’s performance
as the main reason for buying Honda’s bike.
27
Table 5
Table showing the rate for comfort, safety, mileage and maintenance by the respondents
Preference Excellent(f)
Percentage
Good(f)
Percentage
Moderate (f)
Percentage
Comfort 37 74 8 16 5 10Safety 10 20 28 56 12 24mileage 28 56 12 24 8 16Maintenance
32 64 20 40 8 16
Chart 5
Chart showing the rate for comfort, safety, mileage and maintenance by the respondents
Comfort Safety mileage Maintenance0
10
20
30
40
50
60
70
80
ExcellentGoodModerate
Interpretation:-Table denotes that majority of the respondents rated HONDA’s comfort and
maintenance as excellent. Customers are satisfied with the safety and mileage also.
28
29
Table 6
Table showing the satisfaction of respondents towards HONDA bike(s)
No. of respondents
Percentage
Yes 38 76No 12 24
Chart 6
Chart showing the satisfaction of respondents towards HONDA bike(s)
Yes No0
10
20
30
40
50
60
70
80
Percentage
Percentage
Interpretation:-Table denotes that majority of the satisfied with the HONDA.76%
customers are satisfied with their Honda bike
30
Table 7
Table showing the other bikes owned by the respondents
Bikes No. of respondents PercentageHero Honda 2 4Bajaj 6 12TVS 2 4Yamaha 10 20None 30 60
Chart 7
Chart showing the other bikes owned by the respondents
Hero Honda
Bajaj
TVS
Yamaha
None
0 10 20 30 40 50 60
Percentage
Percentage
Interpretation:-Table denotes that majority of the respondents are not using any other
company’s bike. It shows the customer satisfaction toward s Honda
31
Table 8
Table showing the respondent’s opinion about the service of HONDA bikes compared to
other bikes
Opinion No. of respondents
Percentage
Excellent 15 30Good 23 46Moderate 6 12Unsatisfied 6 12
Chart 8
Chart showing the respondent’s opinion about the service of HONDA bikes compared to
other bikes
Excellent Good Moderate Unsatisfied0
5
10
15
20
25
30
35
40
45
50
Percentage
Percentage
Interpretation:-Table denotes that majority of the respondents rated HONDA’s service as
good compared to other companies.76% customers are satisfied with the Service provided by
Honda compared to other companies
32
Table 9
Table showing the color of the bike that respondent likes
No.of respondents
Percentage
White 6 12Blue 4 8Red 14 28Black 23 46Other 3 6
Chart 9
Chart showing the color of the bike that respondent likes
WhiteBlue
RedBlack
Other
05
101520253035404550
Percentage
Interpretation:-Table denotes that majority of the respondents likes the black colored
bike rather than others
33
34
Table 10
Table showing the respondent’s rate towards HONDA’s parameter mentioned
Strongly disagree
Disagree Moderate Agree Strongly agree
Knowledgeable sales person
8 14 0 46 32
Availability of spare parts
12 26 12 16 34
Vehicle condition 6 20 2 0 72price 4 12 8 52 24Attractive discounts offered
44 24 16 16 0
Responds to complaints quickly
10 12 6 52 20
Chart 10
Chart showing the respondent’s rate towards HONDA’s parameter mentioned
Knowledga
ble sal
es pers
on
Availa
bility o
f spare
parts
Vehicle
condition
price
aAttrac
tive disc
ounts offere
d
Responds t
o complai
nts quick
ly
0
20
40
60
80
Strongly diagree
Moderate
Strongly agree Strongly diagreeDisagreeModerateAgreeStrongly agree
Interpretation:-Table denotes that majority of the respondents rated HONDA’s
performance is as good as compared to other dealers. The respondents are not satisfied with the offers provided by the company.
35
Table 11
Table showing the rate of respondents towards the time spent by employees with the respondents
Time spent
Strongly Disagree(%)
Disagree (%)
Moderate (%)
Agree (%)
Strongly Agree (%)
Before sales
8 6 16 18 12
During sales
6 8 24 16 46
After sales
32 16 8 18 26
Chart 11
Chart showing the rate of respondents towards the time spent by employees with the respondents
Before sales During sales After sales0
5
10
15
20
25
30
35
40
45
50
Strongly DisagreeDisagreeModerateAgreeStrongly Agree
Interpretation:-Table denotes that majority of the respondents rated HONDA’s customer relationship is good as compared .
36
FINDINGS, SUGGESTIONSAND CONCLUSION
37
FINDINGS
Performance is the most important aspect that attracts customers to HONDA Bikes
Offers provided by HONDA are not reached up to the customer’s hope.
HONDA has very good public relation; it has to play very important role in the growth of
the organization.
Most of the customers are highly satisfied with HONDA's customer relation and after
sales services.
Among 50 customers 72% are highly satisfied with the vehicle condition of HONDA.
It was noted that some people are not satisfied with the availability of spare parts.
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SUGGESTIONS
Company can give more importance on spare part’s availability
Among 50 customers 44% of the customers are not satisfied with the
availability of spare parts. So company can give more importance for
the availability of spare parts
Company can try to provide better offers.
Most of the customers are highly interested with getting offers. There
is
no doubt that if the company provides better offers to customers the
sales of the company will increase more and more.
Service department may care the customers little more.
A few customers have a complaint with service of HONDA. So the
service department may try to care the customers little more.
Customers are highly satisfied with HONDA’S performance is and
company should try to keep it up.
39
CONCLUSION
The project titled “A study on customer satisfaction towards HONDA in Coimbatore”
was an earnest attempt to find out the factors that influenced the customers to buy the bike of
HONDA, which will help to understand the plus points of the organization.
It was found that customers are highly satisfied with HONDA’s service compared to other
bike companies. One of the important plus point of HONDA is their public performance. It
has to play a very important role in the growth of the organization. However many of
respondents are not satisfied with the offers of the firm. So company can concentrate give
more offers a. It may help the organization to improve their sales. The study reveals majority
of customers are satisfied with the facilities provided by the organization. The management is
give high concentrate for customer satisfaction. That creates more customer satisfaction.
.
BIBLIOGRAPHY
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1. www.honda.com
2. www.google.com
3. www.yahoo.com
4. www.twowheeler.com
5. www.wikipedia.com
A STUDY ON CUSTOMER SATISFACTIN ON HONDA IN COIMBATORE
QUESTINNARE
41
1. Name:
2. Age: [ ] 15-20 [ ] 20-25 [ ] 25 -30 [ ] 30 above
3. Gender: [ ] male [ ] female
4. Occupation:
[ ] Business man [ ] Employee [ ] Student [ ] other
5. Which HONDA bike do you own?
[ ] Unicorn [ ] Shine [ ] Twister [ ] Stunner [ ] Dazzler [ ] other
6. Which of the dazzling color do you like?
[ ] White [ ] Blue [ ] Red [ ] Black [ ] Other
7. .For what purpose you buy a HONDA bike?
[ ] Personal [ ] Official [ ] Both
8. How long you are using HONDA bike?
[ ] 0-1 years [ ] 1-2 years [ ] 2-3 years [ ] 3-4 years [ ] above 5 years
9. Factors do you consider the most in choosing HONDA bike?
[ ] Price [ ] Brand name [ ] Safety [ ] Style [ ] Performance
10. Please rate the following benefits according follows:
Preference Excellent Good Moderate Can’t sayComfortSafetyMileageMaintenance
11. Are you satisfied with HONDA bike(s)?
[ ] Yes [ ] No
If No, reason:
42
………………………………………………………………………………………
12. What are the other company bike(s) you owned?
[ ] Hero [ ] Bajaj [ ] TVS [ ] Yamaha [ ] Other [ ] None
13. What is your opinion about the service of HONDA bikes compared to other bikes?
[ ] Excellent [ ] Good [ ] Moderate [ ] Unsatisfied
14. How would you rate HONDA on the following parameter?
Strongly
Disagree
Disagree Neither agree
Nor disagree
agree Strongly agree
Knowledgeable sales person
Employees spent enough time with you: before sales
During sales
After sales
Availability of the spare parts
Vehicle in good condition
Prices
Attractive discounts offered
Responds to complaints quickly
Thank you….
43
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