Professional Documents
Culture Documents
Satisfaction
It is no longer enough to satisfy customers. You must delight them Satisfaction is a
person feeling of pleasure or disappointment resulting from comparing the products to
comparing product received performance
expectation
As this definition makes clear satisfaction is a function of received performance
and expectations. With the performance falls sharp expectation, the customer is
dissatisfied. If the performance matches the expectations the customer is satisfied. With the
performance exceeds expectations, the customer is highly satisfied or delighted Mini
companies are for high satisfaction because customers who are just satisfied still find it
easy to switch when a better offer comes along. Those who are highly satisfied are much
less ready to switch
High satisfaction is delight creates an emotional brand with the brand. Not a just
rational performance the result is high customer loyalty Xeroxes senior managers believes
that a very satisfied or delighted customer is worth tent times as much to the company as a
satisfied customer .a very satisfied customer very satisfied is likely to stay with Xerox
many more years and buy more than a satisfied customers
third tier suppliers. However the products, as channelled in every traditional automotive
industry, flow from the top of the supply chain to reach the consumers. Interestingly, the
level of trade exports in this sector in India has been medium and imports have been
low. However, this is rapidly changing and both exports and imports are increasing. The
demand determinants of the industry are factors like affordability, product innovation,
infrastructure and price of fuel. Also, the basis of competition in the sector is high and
increasing, and its life cycle stage is growth. With a rapidly growing middle class, all
the advantages of this sector in India are yet to be leveraged.
a new journey in 1991 with de-licensing of the sector and subsequent opening up for
100% foreign direct investment (FDI). Since then almost all global majors have set up
their facilities in Indian taking the level of production from 2 million in 1991 to over 10
million in recent years. The exports in automotive sector have grown on an average
compound annual growth rate of 30% per year for the last seven years. The export
earnings from this sector are over USD 6 billion.
Even with this rapid growth, the Indian automotive industrys contribution in global
terms is very low. This is evident from the fact that even thought passenger and
commercial vehicles have crossed the production figures of 2.3 million in the year
2008, yet Indias share is about 3.28% of world production of 70.53 million passenger
and commercial vehicles. Indias automotive exports constitute only about 0.3% of
global automotive trade.
INDIAN TWO WHEELER INDUSTRY
Automobile is one of the largest industries in global market. Being the leader in
product and process technologies in the manufacturing sector, it has been recognized as
one of the drivers of economic growth. During the last decade, well directed efforts have
been made to provide a new look to the automobile policy for realizing the sector's full
potential for the economy. Steps like abolition of licensing, removal of quantitative
restrictions and initiatives to bring the policy framework in consonance with WTO
requirements have set the industry in a progressive track. Removal of the restrictive
environment has helped restructuring, and enabled industry to absorb new technologies,
aligning itself with the global development and also to realize its potential in the country.
The liberalization policies have led to continuous increase in competition which has
5
1.2.2
COMPANY PROFILE
launched by HMSI was Honda Unicorn. It was followed by Honda Shine. All the products
launched by HMSI were runaway hits in the market.
HMSI factory at Manesar is built on 52 acres of land. Its initial production capacity was
100,000 scooters per year, which has now been upgraded to 6,00,000 scooters. The bike
production capacity is 10,00,000 per annum. Initial investment behind the factory was
Rs.215 crores and has now grown to 800 crores.
About AM MOBIKES
AM Honda, one of the unit of AM Mobikes is an authorized dealer of Honda
Motorcycles & Scooters in Malappuram and palakkad Dt. It was established in the year
-2004 at Angadipuuram near Perinthalmanna as a partnership firm. The Managing Partner,
Mr.Jamsheed KM is the CEO of the firm .As the business grew the establishment also
developed.
Branches of AM Honda
INFRASTRUCTURE
The Head Office is functioning at 2 floored owned building. It has separate
sections for servicing, PDI, showroom etc. Its spacious area for the exclusive display of
new bikes itself attracts customers and it will give a new buying experience to the
customers. Service section has the capacity of servicing more then -50 vehicles per day.
The branches are structured like Head Office.
MISSION
The mission differs from organization to organization. It is designed to work
together for a common aim for the successful performance of the organization not only in
the short run but also for a long run. It identifies the scope of the companys operations,
describes companys products, market & technological areas of thrust and reflects the
values and priorities of its strategic decision makers.
According to the Management officials of AM group, their success is their team
work and loyalty to the customers. They are always trying to give 100% satisfaction to the
customers. The mission is clearly defined by them as follows.
Our mission is not just the art of selling vehicles, but the satisfied customer which we
believe that the best advertisement than everything.
ORGANISATIONAL OBJECTIVES
KEY POLICIES
HMSI ENVIRONMENTAL POLICY
Honda has always wanted to pass on the beautiful natural environment to the next
generation, and will continue its environmental conservation activities, meeting the high
goals that it has set independently.
HMSI got ISO 14001 certification in Dec. 2002, which is committed to achieve,
HMSI will establish its environmental management system following PDCA cycle and
continuously work to make it more effective. The policy will be well disseminated to our
employees as well as to the public at large.
9
Other Environmental activities of Honda Motorcycle & Scooters India Pvt Ltd
(HMSI) are described below:
We are the first company in Japan to meet the most recent exhaust emission regulations. To
reduce the environmental burden of four-stroke engines, we have developed a unique
exhaust air injection system and a programmed fuel injection (PGM- F1) (PGM-F1)
system, which is currently in use in the HONDA VFR motorcycle. On the other hand, the
Giorno Crea, is a new generation, environment friendly 50cc scooter that is highly fuelefficient.
Eco-Friendly Factory.
Honda's production facilities across the world also actively pursue energy-efficient
methods and prevent water pollution by reducing industrial waste. Honda has taken
aggressive initiatives to reduce the environmental impact of its manufacturing operations,
by implementing its concept of the "Green Factory". HMSI too is actively working
towards establishing an environment management system.
Promoting conservation of resources such as energy, water, oil and grease and other
raw materials, by reusing, recycling and minimizing the waste generation.
10
11
riders. It also gives beginners a chance to practice clutching and other motorcycle
operations before riding an actual motorcycle. Till date we have 125 Riding Trainer across
India.
products at the 2012 Auto Expo, one of which was theHonda CBR150R. The CBR150R
is an entry level sports bike and Honda believes it is a true racing sensation. We take it
for a quick spin to find out if it really has the CBR DNA in it.
Styling The Honda CBR150R looks very similar to its elder sibling, the CBR250R. The
styling is quite appealing and the bike looks quite big for a 150cc machine. The VFR1200
inspired Y-shaped headlight has black surrounds around the twin pilot lights, while the
CBR1000RR inspired fairing adorns graphics, which extend to the tank. These minor
changes differentiate it from its elder sibling. Even the tail light of the Honda
CBR150R is the same as the Honda CBR250R, which is a non-LED unit. In fact the only
difference between the 150R and 250R is the slightly shorter yet differently shaped
exhaust and black colored alloy wheels in the 150R.
However look closely and you will realize the Honda CBR150R is a more compact
motorcycle. The shorter wheelbase gives it a very sporty stance. The front tyres are
100/80-17 and the rear tyres are 130/70-17, which are smaller than the ones found on the
CBR250R. The number plate mounting is not at a good position, as the front mudguard
hits it when you go over potholed roads. Honda has also given the CBR150R very
different colors, which are not available on the CBR250R. These colors have a dual paint
scheme, giving the baby CBR a very youthful appearance. The colors are the only
difference between Standard and Deluxe variants of the bike.
HONDA SHINE
The CB Shine is a 125cc commuter motorcycle developed by Honda for the mass
market segment. The Shine caters to a segment of buyers who are ok with understated
looks but expect respectable performance and efficiency. This coupled with Hondas
refinement and reliability makes the Shine a solid all round package.
The CB Shine gets some nice graphics that can be seen running all over the fuel tank. A 3D
Honda emblem on the fuel tank gives it a distinct class and style. The motorcycle gets a
lightweight advanced diamond frame and is powered by 124cc single cylinder air-cooled
engine. The engine churns out 10.12bhp at 7500 rpm and 10.54Nm at 5500 rpm and is
mated to a four speed gearbox with all back (N-1-2-3-4) shift patterns. The CB Shine gets
spring loaded hydraulic suspension at both the front and rear, along with 18-inch wheels.
80/100 tubeless tyres for both the front and the rear are standard on this bike. The CB
13
Shine gets 240mm front disc and 130mm rear drum that provide decent traction under
braking. The CB Shine has a kerb weight of 120kg which is pretty decent for a 125cc
motorcycle.
The Honda CB Shine is sold in five colours Force Silver Metallic, Black, Geny Grey
Metallic, Rebel Red Metallic and Monsoon Grey Metallic. It is available in three different
variants Self-Disc-Alloy, Kick-Drum-Spoke and Self-Drum-Alloy.
HONDA UNICORN
The Honda CB Unicorn is the Japanese automakers mid-weight 150cc champion. On sale
in the Indian market since 2005, it is now currently in its fourth avatar as the CB Unicorn.
It carries a similar design as the original bike but now in a sportier avatar.
The bike is powered by a 149cc air cooled engine that produces 13bhp and 12Nm of
torque. It employs a chain drive that has been connected to a five-speed sequential
transmission. Standard features on the CB Unicorn include a front disc brake, mono shock
rear suspension, digital speedo with analogue tachometer, button star alloy wheels and a
digital fuel gauge.
The Honda CB Unicorn competes with the Bajaj Pulsar 150, Hero Hunk and the Yamaha
SZ-S in the 150cc commuter segment.
HONDA TWISTER
Honda CB Twister was launched in 2010 keeping in growing entry level motorcycle
segment in mind. The segment at which the CB Twister is placed in attracts the maximum
number of sales and volumes. The Japanese manufacturer wanted to give a stylish entry
level scooter to this mass market segment with the CB Twister. The motorcycle has a fresh
and sporty design which makes the motorcycle look young and stylish. The CB Twister
gets sporty headlamp, screen less front cowl and curvy fuel tank that help this machine
look aggressive.
The Honda CB Twister is powered by a 109cc air cooled single cylinder engine that
generates 9bhp at 8000rpm and 8.97Nm at 6000rpm. The engine is mated to a four speed
gearbox with 1-down and 3-up as is gear shift pattern. The CB Twister has 8 litres of fuel
tank capacity and has a kerb weight of 108kg. The CB Twister has telescopic suspension in
the front and spring loaded hydraulic shock absorber at the rear. It gets 17 inch allow
wheels and tubeless tyres at the front and the rear.
15
The CB Twister is sold in three variants in India, drum brakes with kick start, drum brakes
with electric start and front disc brake with electric start. Four colour options are available
for this motorcycle Heavy Grey Metallic, Electric Yellow Metallic, Sports Red and
Black.
HONDA ACTIVA
The Honda Activa is the highest selling scooter from the Japanese auto maker and
has been a leader in its segment since a long time.
It was launched in 2000 and since then it has gone through few improvements with latest
being the Honda Eco Technology which helps the scooter deliver fuel efficiency of 60kmpl
The scooter is powered by 109cc air-cooled engine that develops 8bhp at 7500rpm and
8.74Nm at 5500rpm. The Honda Activa competes with the Hero Maestro and the TVS
Wego. The Activa is a value for money scooter to buy but the problem comes during the
delivery of the scooter as most of the time, there is a long waiting period.
HONDA DIO
The Honda Dio has been developed keeping in young consumers of India in mind.
The Japanese manufacturer has placed this scooter below the Aviator and the Activa in
order to reach wide range of consumers. The Dio that has a young design is very dynamic
and unisex in nature.
It is powered by a 109cc air-cooled single cylinder that churns out 8bhp at 7000rpm and
8.77Nm at 5500rpm. The Dio gets the Honda Eco Technology (HET) that helps the scooter
deliver fuel efficiency of 60kmpl.
The scooter sport the combi-brake system (CBS) with which both front and rear brakes are
16
applied when the rear brake lever is pressed. It has 18-litres of storage space under the seat
and is equipped with zero-maintenance battery and a viscous air filter that requires
replacement only after 16,000kms.
HONDA AVIATOR
Honda Aviator is the third scooter that Japanese maker offers in India after the
Activa and the Dio. The Aviator with its tallish look and Live your style slogan targets is
mainly targeted towards male riders.
Sitting at the top of current Honda scooters line-up in India, the Aviators gets the same
engine that powers the Dio and the Activa. The 109cc single cylinder air-cooled engine
churns out 8bhp at 7000rpm and maximum torque at 8.77Nm at 5500rpm. The scooter gets
the V-Matic transmission and can be started using kick start as well as self-start option.
With the recently updated Honda Eco Technology (HET) the scooter has company claimed
efficiency of 60kmpl.
The Aviator is sold in two variants in India, STD and DLX. The only difference between
the two is that the STD version gets drum brakes, whereas for the DLX variant gets a front
disc with Combined Braking System (CBS).
The Aviator is sold in two variants in India, STD and DLX. The only difference between
the two are that the STD version gets drum brakes, both at the front and the rear whereas
for the DLX variant, the scooter gets a front disc with Combined Braking System (CBS)
which is a good safety feature to have.
17
Blanchard and Galloway, 1994; Heskett et al., 1990) - relative to the value expected from
transactions or relationships with competing vendors (Zeithaml et al., 1990). Loyalty
behaviours, including relationship continuance, increased scale or scope of relationship,
and recommendation (word of mouth advertising) result from customers beliefs that the
quantity of value received from one supplier is greater than that available from other
suppliers. Loyalty, in one or more of the forms noted above, creates increased profit
through enhanced revenues, reduced costs to acquire customers, lower customer-price
sensitivity, and decreased costs to serve customers familiar with a firms service delivery
system (see Reicheld and Sesser, 1990).
The second relevant literature is found in the marketing domain. It discusses the
impact of customer satisfaction on customer loyalty. Yis Critical review of customer
satisfaction (1990) concludes, Many studies found that customer satisfaction influences
purchase intentions as well as post-purchase attitude (p. 104).
The marketing literature suggests that customer loyalty can be defined in two
distinct ways (Jacoby and Kyner, 1973). The first defines loyalty as an attitude. Different
feelings create an individuals overall attachment to a product, service, or organization (see
Fornier, 1994). These feelings define the individuals (purely cognitive) degree of loyalty.
The second definition of loyalty is behavioural. Examples of loyalty behaviour
include continuing to purchase services from the same supplier, increasing the scale and or
scope of a relationship, or the act of recommendation (Yi, 1990). The behavioural view of
loyalty is similar to loyalty as defined in the service management literature. This study
examines behavioural, rather than attitudinal, loyalty (such as intent to repurchase). This
approach is intended, first, to include behavioural loyalty in the conceptualization of
customer loyalty that has been linked to customer satisfaction, and second, to make the
demonstrated satisfaction/loyalty relationship immediately accessible to managers
interested in customer behaviours linked to firm performance.
Both the service management and the marketing literatures suggest that there is a
strong theoretical underpinning for an empirical exploration of the linkages among
customer satisfaction, customer loyalty, and profitability. The relatively small quantity of
empirical research performed on these relationships to date (Storbacka et al., 1994) is
19
probably the result of the paucity of organizations measuring soft issues, as customer
satisfaction in meaningful ways.
PRIMARY DATA
The study is mainly based on primary data collected through a personal interviews
from the existing respondents own Honda two wheeler.
SECONDARY DATA
The data regarding company profile, industry profile etc has been collected from the
by laws of organization, office records and also information available on the web.
21
the entire mass of data. This means for more realistic average is calculated by considering
the weighted average for the same.
Weighted average =
22
No of respondents
45
91
61
38
15
% of respondents
18
36.4
24.4
15.2
6
Interpretation:
The table shows that 18% of the respondents are 18- 20 age group,36% of the respondents
belongs to 2030 age group,24% of the respondents are 31-40 age group, 15% of the
respondents are 41- 50 age group and 6% of the respondents 50 & above age group.
23
CHART 2.5.1
This chart describes the age group of respondents
40
35
30
25
20
36
15
10
24
18
15
0
18-20
20-30
31-40
24
41-50
50 & above
No of respondents
214
34
% of respondents
85.6
14.4
Interpretation:
The table shows that 85.6% of the respondents are male 14.4% of the respondents are
female.
25
CHART 2.5.2
This chart describes the gender group of respondents
90
80
70
60
50
40
85.6
30
20
10
14.4
0
Male
Female
26
No of respondents
79
65
44
53
% of respondents
31.6
26
17.6
21.2
employees
Other, specify
3.6
Interpretation:
The table shows that 31.6% of the respondents are engaged in business, 26% of the
respondents are in students,17% of the respondents are self employed, 21.2% of the
respondents are Govt and privet employees and only 3.6% of the respondents are in other
group.
27
CHART 2.5.3
This chart describes the occupation of the respondents.
35
30
25
20
15
10
31.6
26
17.6
21.2
5
3.6
28
Particulars
Activa
Dio
Shine
CBR 150
CBR 250
Unicorn
No of respondents
57
45
20
15
8
70
% of respondents
22.8
18
8
6
3.2
28
Dream Yuga
31
12.4
Other specify
1.6
Interpretation:
The table shows that 22.8% of the respondents are using the Activa, 18% of
the respondents are using Dio, 9.6% of the respondents are using the Shine 6%
of the respondents are using the CBR 150, 3.2% of of the respondents are
using the CBR 250, 28% of the respondents are using the Unicorn, 12.4 of the
respondents are using Dream yuga .
29
CHART 2.5.4
This chart describes the model of Honda two wheeler owned by the respondents
30
25
20
15
10
28
22.8
18
12.4
0
Activa
Dio
shine
3.2
30
1.6
Unicorn Dream yuga other
No. Of respondents
% of respondents
Advertisement
80
32
13.2
Relatives
Through Dealer
Promotional
33
46
18.4
34
13.6
57
22.8
programs
Friends
Interpretation:
The table shows that 32% of the respondents to know about Honda through advertisement,
13.2% of the respondents to know through relatives 18.4% of the respondents to know
through dealer and 13.6% of the respondents to know through promotional programs and
22.8% of the respondents are through friends.
31
CHART 2.5.6
This chart describes the source of awareness
35
30
25
20
15
10
5
32
18.4
13.2
32
22.8
13.6
Table 2.5.6 HONDA TWO WHEELER ARE BETTER THAN OTHER BRAND
Particulars
yes
no
No of respondents
185
65
% of respondents
74
26
Interpretation:
The table shows that 74% of respondents agreed that Honda two wheeler are better and the
rest do not agree
33
CHART 2.5.6
This chart describes the Honda brand is better than other brands
26%
Yes
No
74%
34
No. Of respondents
% of respondents
Quality
40
16
Price
55
22
Style
49
19.6
Performance
45
18
Mileage
61
24.4
Interpretation:
The table shows the reasons of opting Honda two wheeler. 16% of the
respondents looks quality, 22% of the respondents were looks their price, 19.6% of
the respondents were looks style, 18% of the respondents were looking performance
and 24.4% of the respondents are looking mileage.
35
CHART 2.5.7
This chart describes the factors influencing purchase decision
30
25
20
15
22
10
16
24.4
19.6
18
5
0
Quality
Price
Style
36
Performance
Mileage
Particulars
YES
NO
No of respondents
183
67
% of respondents
74.4
26.8
Interpretation:
The table shows that 74.4% of the respondents are satisfied with current two
wheeler and 23.6% of the respondents are said No.
37
CHART 8
This chart describes the satisfaction on current two wheeler
80
74.4
70
60
50
40
30
23.6
20
10
0
YES
NO
38
Particulars
Highly priced
Rightly priced
Low price
No. Of respondents
59
171
20
% of respondents
23.6
68.4
8
Interpretation:
The table shows that 23.6% of the respondents commented that price of the Honda
two wheeler is very high, 68.4% of the respondents commented that it is Rightly
priced and 8% of the respondents commented that the price is low
39
CHART 2.5.9
This chart describes the comment on the price of Honda two wheeler among
the respondents.
80
68.4
70
60
50
40
30
23.6
20
8
10
0
Highly priced
Rightly priced
40
Low price
This table describes the waiting period for delivering of Honda two wheeler.
Particulars
YES
NO
No:of respondents
183
67
% of respondents
73.2
26.8
Interpretation:
The table shows that 26.8% of the Respondents had complaints and 73.2% of the Respondents
did not have complaint
41
CHART 2.5.10
This chart describes the complaint on waiting period for delivering of Honda two
wheeler.
80
73.2
70
60
50
40
30
26.8
20
10
0
YES
NO
42
Particulars
No. Of respondents
% of respondents
< 1 year
67
26.8
1-3 year
89
35.6
4-6 year
51
20.4
7-9 year
33
13.2
10 & above
10
Interpretation:
The table shows that 26.8% of the respondents were using the Honda two
wheeler less than 1 year, 35.6% of them were using between 1-3 year, 20.4%
of them were using between 4-6 year, 13.2% of them were using between 7-9
year and 4% of them were using more than 10 year.
43
CHART 2.5.11
This chart describes the period of using two wheeler by the respondents.
35.6
40
35
30
26.8
25
20.4
20
13.2
15
10
5
0
< 1 year
1-3 year
4-6 year
44
7-9 year
10 & above
WHEELERS
Respondents
Particulars
weight
Highly satisfied
satisfied
dissatisfied
Highly
4
3
2
court
75
117
41
17
dissatisfied
TOTAL
250
Total
292
345
86
17
750
Weighted average
No of Respondents * weight/ total
Weighted average
respondents
750 / 250
Interpretation:
The mean value is 3 this shows that the respondents are satisfied with respect
to the mileage of Honda two wheeler.
45
Particulars
Wight
Respondents
total
court
Highly
56
280
satisfied
Satisfied
Moderately
4
3
58
75
232
225
satisfied
Dissatisfied
Highly
2
1
35
26
70
26
250
833
dissatisfied
total
Weighted average
No of Respondents * weight/
Weighted average
total respondents
833 / 250
3.332
Interpretation:
The mean value is 3 this shows that the respondents are monetary satisfied on
patience of sales executives in answering
Wight
Respondents
total
court
Highly satisfied
Satisfied
5
4
67
74
46
335
232
Moderately
58
225
satisfied
Dissatisfied
Highly
2
1
39
12
70
26
250
833
dissatisfied
total
Weighted average
No of Respondents * weight/
Weighted average
total respondents
833 / 250
33.32
Interpretation:
The mean value is 3 this shows that the respondents are monetary satisfied on
patience of sales executives in answering
TABLE
2.5.15
SATISFACTION
ON
SALES
EXECUTIVES
BEHAVIOUR
Particulars
Weight
Respondents
total
court
Highly satisfied
63
47
315
Satisfied
Moderately
4
3
58
75
232
225
satisfied
Dissatisfied
Highly
2
1
35
19
70
19
250
861
dissatisfied
total
Weighted average
No of Respondents * weight/
Weighted average
total respondents
861 / 250
3.332
Interpretation:
The mean value is 3 this shows that the respondents are monetary satisfied on
patience of sales executives in answering
Particulars
Weight
Respondents
total
court
Highly satisfied
Satisfied
Moderately
5
4
3
104
76
40
520
304
120
satisfied
Dissatisfied
19
70
48
Highly
dissatisfied
total
11
11
250
1025
Weighted average
No of Respondents * weight/
Weighted average
total respondents
1025 / 250
4.1
Interpretation:
The mean value is 4 this shows that the respondents are satisfied on ambiances
of the showroom
No. Of respondents
147
103
% of respondents
58
42
CHART 2.5.17
This chart describes the service charges
49
58.2
60
41.2
50
40
30
20
10
0
AFFORDABLE
COSTLY
Interpretation:
The table shows that the opinion on service charges, 58% of the respondents
are feel that the service charges are affordable , 42% of the respondents are
feel the service charges are costly
Wight
Respondents
Total
court
Highly Influenced
Influence
Moderately
5
4
3
135
95
25
675
380
75
influenced
Less Influenced
10
20
50
Not at all
TOTAL
250
1150
Weighted average
No of Respondents * weight/ total
Weighted average
respondents
1150/250
4.6
Interpretation:
The mean value is 4.6 this shows that the respondents are Highly Influenced
nor Influenced product, service centre & spare part.
51
No. Of respondents
65
53
73
32
28
% of respondents
26
21
29
13
11
CHART 2.5.16
35
30
25
20
15
10
5
0
BABAJ
YAMAHA
HERO
TVS
ROYAL ENFILD
Interpretation:
The table shows that 26% of the respondents will select the hero, 21% of the
respondents will select Yamaha, 29% of the respondents will select the Bajaj,
13% of the respondents will select the TVS and 11% of the respondents will
select the Royal Enfield.
Particulars
Goodwill
After sale service
Location
Customer relation
Other, specify
No. Of respondents
61
73
52
56
8
% of respondents
24.4
29.2
20.8
22.4
3.2
CHART 2.5.20
This chart describes the influencing factor while selecting the dealer
35
29.2
30
25
24.4
20.8
22.4
20
15
10
3.4
5
0
Interpretation:
The table shows that influencing factor while selecting a dealer for 24.4% of
the respondents is goodwill, for 29.2% of the respondents it is after sale
service, for 20.8% of the respondents it is location, for 22.4% of the
respondents it is customer relation and other factor for 3.4% of the respondent.
53
Wight
Respondents
total
court
Highly satisfied
Satisfied
Moderately
5
4
3
98
102
30
490
408
90
satisfied
Dissatisfied
Highly
2
1
20
5
40
5
250
1033
dissatisfied
total
Weighted average
No of Respondents * weight/
Weighted average
total respondents
1033 / 250
4.132
Interpretation:
The mean value is 4 this shows that the respondents are satisfied with service
provided by AM wings Honda
Particulars
Yes
No
No of respondents
208
42
% of respondents
83.2
16.8
CHART 2.5.19
This chart describes the customers like to recommend Honda two
wheelers to others
16.8
yes
no
83.2
Interpretation:
The table shows that 83.2% of the respondents are willing to recommend
others and 16.8% of the respondents are not recommend.
55
3.1 FINDINGS
36% of the respondents are using Honda two wheeler for a period between 1-3
years.
27% of the respondents are using Honda two wheeler for below 1 year.
The mean value of rating scale is 4.6, it shows that the customers Highly
Influenced product, service centre & spare part for purchasing
The mean value of rating scale is 4.1, it shows that the customers satisfied with
service provided by AM wings Honda
29% respondents select hero next best choice other than Honda
32% of respondents come to know about the product from advertisement and
friends .
38% of respondents are had the problem of long waiting period for delivering
Honda two wheeler .
The mean value of rating scale is 3, it shows that the customers satisfied with
mileage of Honda two wheeler
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3.2 SUGGESTINS
.
1. The company shall give more attention to the mileage as it is the most preferred
feature of the bike
2. More attention can be paid to the after sales service provided to the customer
as most of the customers are influenced it.
3. More care should be exercised on advertising.
4. The delivery waiting period should be reduced to increase more customer
satisfaction.
5. Ensure satisfaction of all the customers
6. Implementation of effective sales promotion tools.
7. Give more attention to the feedback from the customers.
8. Clarity in answering should be improved
9. Give training to staffs for better service to customers.
10. All the problems facing while using Honda two wheelers has to be avoided.
11. Service charges should be affordable by all the customers
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CONCLUSION
It has been undoubtedly proven that retaining customers is the only way to
succeed in business.
of Honda two
wheelers among the customers within the palakkad district was conducted in the Am
wings honda, a well known dealer in the palakkad and malappuram districts. 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.
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