Honda Activa

Customer satisfaction after sales & service provided by Honda activa
Contents
Chapter-I
Introduction
Statement of the problem
Objectives of the study
Need for the study
Scope of the study
Methodology
Limitations of Study
Chapter-II
Theoretical background
Customer satisfaction
Customer buying decision process
Marketing
Consumer behavior
Sampling procedure
Chapter-III
Industrial back ground of the study
Growth of the industry
Industry profile
Motor cycle sweep stakes
Origin of the organization
Product profile
Chapter-IV
ANJUMAN INSTITUTE OF MANAGEMENT BHATKAL-581320

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Data Analysis & Interpretation
Chapter—V
Findings
Suggestions
Conclusion
ANNEXURE
Questionnaires
Bibliography

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CHAPTER-I
Introduction
Statement of the problem
Objectives of the study
Need for the study
Scope of the study
Methodology
Limitations of Study
INTRODUCTION
The two wheeler segment in the automobile industry plays a vital role in
India. The present day market is such that a two wheeler is affordable by
middle class people in urban areas. It is also more convenient for
travelling short distance within the city and for individual, over, the years

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the sales figured of the two wheelers has increased to a very large extent.
The sales of the two wheeler in 1950 were merely 900 units, whereas now
the sales have gone up to millions.
The two wheeler market mainly consists of scooterette and motorcycles.
The motorcycles segment forms 65% of whole of two wheeler segment.
Whereas earlier the motorcycles had a very small share in the two
wheeler segment but with the collaboration of Indian and Japanese
companies (Honda, Suzuki, and of Kawasaki) the share has increased
tremendously with reason being that two wheelers had a superior engine,
better pick-up, good mileage, improved designs and large options to
choose from.
The two wheeler segment is divided into two stroke and four stroke
categories. The two strokes consists of kinetic Honda, Nova, Yamaha
Rx135, kb-125, etc. the four strokes category consists of Honda Activa,
TVS Scooty, Kinetic Style, etc.
Most of the officials or some persons generally prefer these two wheelers,
such as Honda Activa, Kinetic Honda, Scooty, etc, as they are more
concerned with mileage. They are also concerned with these two
wheelers, as they prefer unguarded vehicles, so that it would be easy to
ride the two wheelers in the cities where there is much traffic.
The scooterette segment will continue to lead the demand for two wheeler
in the coming years.
The Indian two wheeler industries produced and sold about 3.4 million
units in the year 2009-10. Like any other Indian industry, the policy
environment guided and controlled this segment of the industry as well.
Licensing horns ruled day till the mid 80’s access to foreign technology
inputs and foreign investment were strictly government controlled.
Since mid 80’s, the Indian automobile industry was administered select
doses of liberalization, foreign collaboration coupled with Indian market

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potential, attracted world major companies like, Honda, Yamaha, Suzuki,

etc.
STATEMENT OF THE PROBLEM

With the recent influx of different brands in today’s four wheel auto
segment each striving to satisfy customer with the end results of
maintaining loyalty, at present cars as such have become necessity but not
a nicety.
With this outlook of today’s market it is even a layman’s perceptive that
Honda has stood against all odds this indicates that Honda, by itself
reflects a satisfied customer.
Keeping in mind curriculum requirement and organizational requirement
the study has been conducted to find out customer satisfaction towards
Honda Activa. However, due to time constraint an in depth study could
not be undertaken.
OBJECTIVES OF STUDY
The main objectives of the study are:
1. To find out the customer satisfaction level.

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2. To various age groups, qualification, occupation, and household

income of all the respondents.
3. To find out from which dealer the customer has purchased their
product and the source of awareness about the dealership and the
product.
4. To find the availability of finances schemes and mode of purchase
through the various financial schemes.
5. To find customer satisfaction level towards sales process.
6. To find out the impact of showroom ambience, product briefing and
salesman effectiveness.
NEED FOR THE STUDY

The need for the study arises in order to create awareness amongst the
customers and to determine the customer satisfaction.
The need for the study arises due to the following reasons: -
1. To measure the level of customers satisfaction towards silicon
Honda.
2. To know the customer preferences towards Activa.
3. In order to retain the existing customers.
4. To market brand loyally towards the product.
5. To know the customers opinion towards existing after sales service
provided by the company.
SCOPE OF THE STUDY

1. It helps to know that which publicity media gives maximum retention
to the customers.

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2. The study also helps the company to improve their standard of service
& handle the competition in the near future.
3. It also helps in putting in possible improvements, additions, and new
strategies and offers the customers.
4. It also puts a detailed insight into the different aspects of the company,
such as manufacturing, marketing sales, production and finance etc.
METHODOLOGY
Formulation of Hypothesis
The hypothesis was formulated assuming that it would ensure a proper
method for the study based on which relevant material can be collected.
Research Design
It has been assumed that source of data are the foundation, based upon
which the actual required information can be extracted.
Sample Procedure
Empirical field studies require collection of first hand information
on data pertaining to the unit of study from the field.
This sampling plan is effective in getting the first hand
information, i.e. primary data, which has been required for the study by
the research.
LIMITATION OF THE STUDY

A good project report “sells” the result of the study, but every project has
its own limitations.
1. The study could not be conducted on a large sample size and area
because of time constraints. This covers all the academic requirements

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strictly maintaining organization standards, a sincere attempt has been

made to collect information.
2. The number of sample size is 100 respondents.
3. The study is targeted to the population of students, officials,
servicemen, businessmen and professionals.
4. The study is confined only to the Gangavathi confined limits.
5. The study is limited to the time constraint. And was to be done only in
Gangavathi.
Some respondents did not answer correctly as they were short of time.
CHAPTER-II
Theoretical background
Customer satisfaction
Customer buying decision process
Marketing

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Consumer behavior
Sampling procedure
THEROTICAL BACKGROUND
CUSTOMER SATISFACTION
Customer satisfaction suffices the customer. Customer visualizes,
perceives and will have some expectations before making any purchase.
If the product meets customer’s expectations then he is satisfied.
Customer will be satisfied when the product meets the basic needs set and
therefore utility of a product is nothing but consumer’s estimation of
products over all capacity to satisfy his needs.
Customer satisfaction is a function of perceived performances and
expectations.

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Dissonance – reducing buying behavior

The customer might experience post purchase dissonance by
noticing disquieting features of product or by hearing favorable things
about other product. If performance of product does not satisfy perceived
expectations, the customer is dissatisfied, where he develops dissonance.
Post purchase satisfaction

When the customer is satisfied or delighted he will be dazzled. If
the product matches the expectations of customer he is satisfied. The
customer’s satisfaction is a function of closeness between the buyer’s
product expectation (E) and products perceived performance (P)
Post purchase actions

There is high probability of purchasing the product if the customer care
satisfied. Marketers should take keen interest in handling customer’s
dissatisfaction. Marketer’s job is to understand buyer’s behavior and aim
at satisfying customers. The satisfied customers will have brand loyalty

and strong affinity towards the product, so there is less scope of switching
to other brands. Satisfaction can be used as gauge for measuring
effectiveness of customer care of the organization. This increases the
customer loyalty.
Customers buying decision process

Social factors, personal factors, and psychological factors influence

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SOCIAL
PERSONAL
Culture
Age PSYCHOLGICAL
Sub cultural
Life style Motivation
Cross-cultural
Occupation Perception
Social class
Economic Learning
Reference groups
Position Personality
Family BUYER
Attitude
Customers buying decision process.

The company should ignore competitions and concentrate on customers
one-on-one that will drive competition crazy. This can be most potent
competitive weapon. Customer satisfaction should be main objective,
goal and marketing tool for a company.
Tools for tracking & measuring the attitude of the satisfied
customers
The alert companies set up systems to monitor the attitude of customers
by monitoring changing levels of customer satisfaction before they affect
sales it takes action. The main attitude tracking systems are:
1. Complaint & suggestions system
2. Customer panel
3. Customer surveys
4. Ghost shopping
5. Lost customer analysis
COMPLAINT AND SUGGESTIONS
A customer-oriented company records, analysis and responds to
complaints and tries to correct problems by new ideas and should
welcome complaints and try to correct problems by new ideas and should

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help customers. Many hotels, restaurants and banks use this feedback
method to track and measure customer satisfaction.
Complaint handling strengthens buyer-seller relationship by building
trust.
Follow the LIST method to handle complaints:
L-ISTEN TO COMPLAINNING CUSTOMERS
I-SOLATE CORE PROBLEM THROUGH QUESTIONS
S-OLVE PROBLEM FROM KEEPING CUSTOMER INFORMED
T-AKE FEEDBACK FROM CUSTOMERS TO MAKE SURE HE IS SATISFIED
CUSTOMER PANELS
Companies should run panels of customers who have to
communicate periodically. Panels are more representatives of the range of
customer attitudes. Panels would reveal kinds of people who responded to
promotion.
CUSTOMER SURVEYS
It is conducted to learn how product has affected brand choice
behavior, what they thought of it and it is direct measure of satisfied
customers.
Companies periodically send questionnaires or make telephonic calls to a

random sample to prospective customers to evaluate satisfaction level on
5 point scale (very dissatisfied, dissatisfied, neutral, satisfied, very

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satisfied) and ask about quality of service and various other aspects.
Management compare these ratings and can arrive at customer
satisfaction level, measurement of customers repurchase intention or
willing ness to recommend the product to others are also judged.
TAKE ACTION MEASURE CUSTOMER OPINION
ANALYSE AND INTERPRET INFORMATION

PLAN CORRECTIVE MEASURE
MEASURES
GHOST SHOPPING
Customer oriented companies hire persons to pose as potential
buyers to report their findings on strong and weak points they
experienced in buying company and competitors product. The ghost
shoppers even pose certain problems to test whether the company’s sales
personal handle the situation well.
RETENTION OF CUSTOMERS
Retaining a single customer is most important than attracting many
new customers. Company should reconfigure all planning processes
towards customers. Direct all marketing efforts towards meeting
customer needs. Create corporate strategy aimed at customer value.
Company can make customers happy by providing reliability,
responsiveness, assurance, empathy and tangible materials.
The company should create an emotional bondage between themselves

and customers. It is always more costly, pay less attention to competing
brands, buys other product that company latter adds to its line. Marketer
should be aware of profitable and non-profitable customers.

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CUTOMERS WILL BE SATISFIED BY CONTINUOUS

IMPROVEMENT PROCESS AND MAINTAINING TOTAL
QUALITY
 Customers are judged of quality. Therefore, highest quality of
products should be companies objective maintaining ‘zero defects’ or
100% quality. Thus improves quality, inurn quality increases cost
effectiveness.
 Proven method and procedures should be adopted and applied
consistently.
 Quality derivativeness should be compulsory, satisfying customer’s
requirements.
 Companies should have quest for quality and should meet standards.
 Quality should be in every stage from planning to production.
 Quality should be in hallmark of the company. Company should
promise highest standard of product quality, safety, comfort and
dependability.
 Companies should have quest to find innovative ideas and featured or
attributes that will create excitement and desire and they should look
beyond what the customer says.
WHAT IS MARKET?

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Market consists of all the potential customers sharing a particular need or

wants who might be willing and able to engage in exchange to satisfy that
need or wants
MARKETING
“Marketing is so basic that it cannot be considered as a separate
function. It is the whole business seen from points the point of view of its
final results, that is from customer point of view… business success is not
determined by the producer but by the customer”
Peter.F.Drucker
“Marketing consists of all activities by which a company adapts
itself to its environment”
Ray Corey
WHAT IS MARKETING?
Marketing is a social and managerial process by which individuals and
groups obtain what they need and want through creating, offering and
exchanging products of value with others.
.
MARKET SEGMENTATION
The task of breaking the total market into segments that share
common properties is market segmentation. It is the process of
identifying a group of consumers with similar needs and producing a
product that will meet those needs at a profit.
Market segmentation will facilitate the firm to identify and find out the
additional benefit desired by the people to pay benefits and source where
they would like to buy it.
CONSUMER BEHAVIOUR

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The term consumer behaviour refers to the behaviour that consumer’s

display in searching for purchasing, using, evaluating and disposing of
products and services that they expect will satisfy their needs. The study
of consumer behavior is the study of how the individuals make decisions
to spend their available resources (time, money, effort) on consumption
related items. It includes the study of what they buy, why they buy, when
they buy it, where they buy it and how they buy it and how often they use
it.
WHY WE STUDY CONSUMER BEHAVIOUR?
There are various reasons as to why people study consumer
behavior. As consumers, we benefit from insights in our own
consumption related decisions: what we buy, why we buy, how we buy
and the promotional influences that persuade us to buy. The study of
consumer behavior enables us to become better and wiser consumers.
As marketers and future marketers, we are able to understand consumer
behavior, then we can predict how consumers are likely to react to the
various information, which help us to shape the marketing strategies
accordingly to gain a competitive advantage in the market.
Marketers have also observed a change in the psychological
behavior of the consumers. There is an increasing awareness among the
consumers to the changes taking place around them resulting in an urge to
purchase various goods and services. In other words, there is a positive
buying motive shown by the consumers. Consumer behavior was a
relatively new field of study in the mid to late 1960. This new discipline
borrowed heavily from the concept enveloping other scientific disciplines
like psychology, sociology, etc. Many early theories were based on the
economic theory, on the notion that individual act rationally to maximize
their benefits in the purchase of goods and services.

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The initial thrust to consumer research from a perspective here marketing

managers wanted to know the specific causes of consumer behavior.
They regarded it as an applied marketing science: if they could predict
consumer behavior they could influence. This approach has come to
known, as positivism and the people concerned with predicting consumer
behavior are known as positivists.
DEFINATIONS OF CONSUMER BEHAVIOUR

According to Walters & Paul “Consumer behaviour is the process
whereby individuals decide what, when, where, how and from whom to
purchase goods and services”.
“Consumer may be defined as all the individuals and households that buy
and acquire goods and services for personal consumption.”
Consumers differ in the age, income, taste and preference and educational
levels and therefore the marketers should identify the different consumer
groups and develop products and services according to the needs of the
consumers.
CONSUMER BEHAVOIUR MAY BE DEFINED AS
“The process whereby the individuals decide whether what, when, how
and from whom to purchase goods and services”.
IMPORTANCE OF CONSUMER BEHAVIOUR
1) Consumer behaviour is dynamic and changes continuously.
According to the consumer tastes and preference. Therefore a study
of to analyze, monitor and understand the consumer behaviour is very
essential.
2) Only by studying consumer behaviour a businessman can solve the
problems faced by the consumers.
3) A study of consumer behaviour helps in effective marketing
management.

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4) Product decision regarding price, promotion and distribution can be

taken after studying the consumer behaviour and how they react to
the product.
5) In an Indian market where changes take place very often, where the
government keeps on changing, it is essential to study the
expectations of the consumer based on the changes.
6) Consumer behaviour study helps a marketer in exploiting new
opportunities and meeting the challenges and requirements of an
Indian consumer.
Consumer behaviour can be said to be the melding of all those bodies of
knowledge concerning with human behaviour-behavioral sciences.
SAMPLING PROCEDURE
The sample size of collection of data is 100 respondents.
Sampling is basically targeted to the consumers who own Honda Activa,
who are chosen by simple random technique. Though the size of sample
is small, it has highly reliable findings as it is targeted to right Honda
Activa owners.
DATA COLLECTION METHOD
The type of information required for the study was satisfactory
level of the consumers who own Honda Activa. So data is collected
through ‘personal interview method’. This method has helped in
obtaining data on factors such as attitude, satisfaction level, mode of
purchase etc. by this method one can expect a reliable information, which
is referred to as quantitative research design method.
SOURCES OF DATA

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It refers to method used to conduct research for Silicon Honda in this

research all the data have been collected through “primary source of Data
collection” method, for the study of “Honda Activa”.

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CHAPTER-III
Industrial back ground of the study
Growth of the industry
Industry profile
Motor cycle sweep stakes
Origin of the organization
Product profile
INDUSTRIAL BACK GROUND OF THE STUDY
Since time immemorial man has been trying to make things which would
make life easier. Among these is the transportation for himself and the
goods.
The invention of wheel revolutionized the concept of transportation.
Initially human beings and animals were used for drawing carts but the
zest to faster and deliver large quantities in faster period resulted in
constant improvement of wheel driven carts.

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In 1985 Gattlib Palmer and Kalt Benz invented the first petrol driven car.
This was the beginning of the trend, which revolutionized the concept of
personal transport. But with the passage of time the need for a fuel-
efficient light weight vehicle was felt.
Thus resulted in the invention of Europe, a car on two wheels. The two
wheelers came to recognize as a family vehicle and have retained this
character of date. Not only it is recognized to be useful mode of
transportation for a family it is also safe.
GROWTH OF THE INDUSTRY

In India two wheelers have demonstrated the ever since they come
to know been used in the country. So the manufacturers are all set to woo
the customers with the styles that surprise. Efficiency above expectations.
Durability and services more reliable and pricing.
Since the 1980’s the market for personalized transport experienced a
strident growth in the country.
From January 1994 the market especially for two wheelers has so grown
to meet the demand of the customers of India. The production capacity
has been consistently increased.
Largely speaking three major categories of two wheeler started coming,

the Scooters, the Motorcycles and Mopeds. The recent trend is for the
scooterette.
INDIAN AUTOMOBILE MARKET:

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In India basically the people are composed of middle and lower income
people. For them economical and reasonable comfortable bike or scooter
with less maintenance was the priority. Honda noticed this and their
efforts paid dividends when Activa and Dio were launched. The two
wheeler age revolutionized Indian automobile market. The customer’s
attitudes too changed with preference for looks, low cost, maintenance,
fuel efficiency. Power engine, availability of spare parts, comfortable
riding and good after sales service.
Consumer’s long list of preference was carefully kept in mind and a new
era of market segmentation began. The market now segregates high
income and middle income from rich class of customers. Bikes and
scooterettes for every one has become a motto for automobile industry.
Rich and high-income group of customers usually goes for:
– Looks
– Maintenance
– Power
The middle and low-income people goes for:
– Fuel efficient
– Power
– Economical cost
INDUSTRY PROFILE
The Indian two wheelers industries can be broadly classified as scooters,
motorcycles and mopeds. These segments as shown below constitute the
domestic two wheeler sales of 3.4 million in financial year 2009-09.

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In the last six years, the domestic two wheeler industries have seen
structural changes. This can be seen from the change in composition of
two wheeler sales. Where the motor cycles have consistently gained
market share from scooter and moped segment to corner a share of 41%
of total two wheeler sales. This trend is expected to continue in the next
two years till the four stroke scooters make their presence felt in this
segment. The table below gives an idea about the strides made by motor
cycle segment in the last six years.
Moped sales in southern region lead in three wheeler sales with a
contribution of 42% and 35.8% of total three wheeler sales respectively.
In the terms of three wheeler vehicle population in Maharashtra State
stands first with a population of 0.39 mn and Gujarat in the second place
with 0.22 mn as on March 31st 2009.
MOTOR CYCLE SWEEP STAKES:
MARGINS VOLUME NET PROFIT
2009-10 SALES in ( Rs. Cr) ( Rs. Cr ) (%)
(assessment nos.
year )
Hero-Honda 10,29,591 3369.88 246.87 7.33
Bajaj auto 5,42,531 3628.74 249.95 6.89
TVS 3,54,497 1820.98 62.57 3.44
Yamaha 1,71,307 not listed not listed not listed
LML 36,160 633.74 -41.29 -6.52
INDUSTRIAL BACKGROUND
Indian automobile industry is full of big names such as Maruti,
Kawasaki, Tata, TVS, Suzuki, Yamaha, Hero Honda, and many others
have swept away the automobile market with high quality 2 and 4
wheelers. When we shift our attention to manufacturers of bikes in India
such as Hero Honda, Yamaha, TVS-Suzuki, Bullet and many others

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occupy pre-dominant positions in our eyes. These have been gained big
status to their entity with liberalization opening gates of conservative
Indian economy, many multinational companies are collaborating with
Indian companies to market share for their vehicles at international level.
HONDA
Honda is the world's largest manufacturer of 2-wheelers. Its
symbol, the Wings, represents the company's unwavering dedication in
achieving goals that are unique and above all, conforming to international
norms. These wings are now in India as Honda Motorcycle & Scooter
India Pvt. Ltd. (HMSI), a wholly owned subsidiary of Honda Motor
Company Ltd., Japan. These wings are here to initiate a change and make
a difference in the Indian 2-wheeler industry. Honda's dream for India is
to not only manufacture 2-wheelers of global quality, but also meet and
exceed the expectations of Indian customers with outstanding after sales
support.
ORIGIN OF THE ORGANIZATION

Honda Activa is the first scooter model of HMSI for the Indian market.
It has revitalized the Indian scooter market after its launch in the year
2009. Within the 1st year of its launch it has been awarded the 'Scooter
of the Year' by Overdrive magazine and also the 'Readers Choice
Award' for the best scooter by Auto India Magazine.

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The Honda Activa has set a new standard for new era of scooters in India.
It has been developed exclusively for the Indian market after closely
examining the changing lifestyles, wants and needs of the consumers.
The Honda Activa has been designed to cater people who believe:
• The conventional Indian scooter is too big and difficult to handle
• The scooterette is too small and similar to mopeds
The Honda Activa is equipped with a number of new functions and

mechanisms, introduced for the first time in India. It is designed to offer
greater functionality, performance, economy, and ease of handling and
maintenance to a wide cross-section of the Indian society.
As responsible members of society and industry, we Honda Motorcycle
and Scooters India Pvt. Ltd. (HMSI), Manesar manufacturer of two
wheelers, recognize that well being of humans and conservation of earth's
environment is important. By adopting environmental management
system, HMSI is moving towards realization of Honda's green factory
concept.
We shall endeavor to continually monitor, improve and conserve the

environment in which we operate. HMSI is committed to achieve,
environmental excellence in all its industrial activities, in the following
ways:
• Conserving environment through preventing pollution at its source of
generation and strengthening our existing pollution control system.

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• Promoting conservation of resources such as energy, water, oil and

grease and other raw materials, by reusing, recycling and minimizing
the waste generation.
• Complying with all applicable legal/regulatory requirements and strive
to go beyond wherever possible.
• Regular monitoring and reviewing of environmental objectives and
targets.
• Increasing environment awareness and competence amongst our
employees and encourage vendors & dealers to adopt EMS.
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
public at large.
The Three Joys
In line with Honda's Philosophy, HMSI conducts all its daily
activities in pursuit of the following joys:
The Joy of
The Joy of Buying The Joy of Selling Manufacturing
The joy of using world The joy of selling world The joy of
class products class products producing high
quality products
Honda is the world's largest manufacturer of 2-wheelers. Its symbol, the

Wings, represents the company's unwavering dedication in achieving
goals that are unique and above all, conforming to international norms.
These wings are now in India as Honda Motorcycle & Scooter India Pvt.
Ltd. (HMSI), a wholly owned subsidiary of Honda Motor Company Ltd.,
Japan. These wings are here to initiate a change and make a difference in
the Indian 2-wheeler industry. Honda's dream for India is to not only

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manufacture 2-wheelers of global quality, but also meet and exceed the
expectations of Indian customers with outstanding after sales support.
ADDRESSES:
• Official Name Honda Motorcycle & Scooter India Pvt. Ltd.
• Established 20th FIB.MARCH 2010
• Place New Delhi, India
• Capital Rs. 300 Crore
•Representative Mr. Haruo Takiguchi, President & CEO
•Factory Location Manesar, District Gurgaon, Haryana, India
•Production Capacity 200,000 units per year
Racing
Honda has always played an important role in motor sports,
believing it to be the springboard for technological advancement. Honda
has made its mark in the 500cc class Motorcycle Racing World
Championship and more.
Technology
Our fundamental design philosophy seeks to maximize space and
comfort for people, while minimizing the space required for mechanical
components. With this aim in mind, Honda's R&D activities include

product-specific development and research.
Safety
At Honda, we use a three-prong approach, based on preventing
accidents, minimizing injury in the unlikely event of an accident and our
Driving Safety Promotion operations. Honda's safety philosophy
emphasizes the development of appropriate technologies for its products,
so as to ultimately achieve maximum riding comfort for its customers.

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Honda was the first manufacturer in Japan and India to develop and apply
the anti-lock brake system for the two wheelers.
Environment
Honda is unrivalled in making a conscious effort to lower the
emissions of every one of its vehicles, 2 and 4-wheelers. It is actively
pursuing the development of a 4-stroke engine in all 2-wheelers by 2009.
PRODUCT PROFILE
HONDA ACTIVA
Technical Specifications
Engine:
Type 4-stroke, single cylinder, air cooled,
OHC
Displacement 102 cc
Maximum Power 7 Bhp at 7000 rpm
Maximum Torque 0.8 Kg-m at 5500 rpm
Transmission V-matic
Ignition Self and Kick
Electricals:
Battery 12 V, 5 Ah
Headlamp 35 W
Chassis:
Frame High rigidity under bone type
Dimensions (l*b*h) 1765*715*1130 mm
Wheel Base 1235 mm
Seat Height 760 mm
Ground Clearance 145 mm
Fuel Tank Capacity:
Tank capacity 6 litres

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Brakes:
Front Drum, 130 mm dia
Rear Drum, 130 mm dia
Tyre size:
Front 3.50-10, 4 PR
Rear 3.50-10, 4 PR
Suspension:
Front Bottom link with spring loaded
hydraulic damper
Rear Unit swing with spring loaded
hydraulic damper
Colors:
➢ Strand silver metallic
➢ Black
➢ Laser red
➢ Precious gold metallic
➢ Azure blue metallic
Features:
Aerodynamic Design: The Honda Activa has an aerodynamic body that
helps cool the engine through smoother airflow. It also helps to lower fuel
consumption by lowering air resistance.
Tuffup Tube: The Tyres of the Honda Activa have double layered tubes
with fluid in between. This seals the air leakage in case of a puncture to
ensure that the rider enjoys a hassle-free ride.
Under Seat Box: Neatly hidden beneath the seat of the Honda Activa is
space that can comfortably hold a helmet or any other thing you wish to
put away.

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CLIC: The ‘Convenient Lift-up Independent Cover’ enables one to

easily lift-up the Honda Activa’s body cover, like the bonnet of a car.
This makes routine maintenance easier and faster.
Multi-Reflector headlamp: Honda Activa has a powerful and very
stylish multi-reflector headlamp that increases road visibility to make
night driving a safe experience.
HONDA DIO
Honda has done it again! After wooing the masses with its brilliant but
conservatively styled Activa, Honda now plays the style card with the
Dio. And squashes the opposition in emphatic style.
A pertinent question which I must ask. Do real men ride scooters? Those
girly, electric-start, UN-geared, twist and go scooters? No? I would have
yelled an emphatic 'no' if this question was posed to me a year ago. Come
on, men ride motorcycles, preferably big brawny Bullets!
Ask me this question today and you will hear me coo a different tune.
Maybe it's just me becoming old and boring but everyone in the office
seems to concur with my view. And for that the Honda Activa has to be
blamed. Spoilt us it has, over a year of leisurely riding. But there still was
that one little reservation I had against the Activa. Being young in years
most of my waking hours are spent trying to impress the ladies and the
conservative, even boring, styling of the Activa ain't going to cut much
ice.
Which is why the Activa has been in Aspi's possession (he being of the
married type) for all these months while I have been breaking my head
over a succession of Bullets. But didn't someone say there always is light
at the end of the tunnel and in this case the light ain't of an oncoming

Page 30
train. Rather it has 'Dio' splattered across its sides.

The Dio is clad entirely in plastic panels, a departure from the steel-
bodied Activa. Honda wanted to play it safe with the Activa and hence it
is steel-bodied, but with the Dio, the contemporary approach to panels
has been adopted resulting in 12kg weight reduction, more of which later.
Developing plastic moulds is also much cheaper that steel.
Ergonomically the Dio is spot-on and quality of components and controls
is top-notch, as we have come to expect from any Honda offering. The
handlebar-seat-footboard relationship has been optimized perfectly for
riding comfort. The Dio also has the CLIC cover that lifts up the Honda's
body like a car bonnet allowing easy access to the engine for routine
maintenance. In terms of build quality, we can emphatically state the Dio

will remain bombproof.

Page 31
CHAPTER-IV
Data Analysis & Interpretation

Page 32
Table 1:
Age Group of the Respondents
Age No of respondents
18-25 39
25-32 18
32-39 11
39 & above 32
Observation
Age is the very important factor in the purchase decisions of the

customers. People of different age group prefer different types of two
wheelers. Out of the surveyed 100 respondents, 39 % respondents belong
to the age group 18-25 years; 18 % respondents belong to the age group
of 25-32 years; and 11 % respondents belong to the age group of 32-39;
32 % of them belong to 39 & Above.
Graph 1: Age Group of the Respondents
Table 2:
Sex of the respondents
Sex No of respondents

Page 33
Male 76
Female 24
Observation
Sex is also an important consideration for the marketers so as to know
which of the sex prefer to buy their products. The above study shows that
out of the surveyed 100 respondents of Honda Activa 76% of the users
were male and the rest 24% of them were female. This reveals that male
users are more in number but there are also females who too use Activa.
Graph 2:
Sex of the respondents
Table 3:
Occupation of the Respondents
Occupation No of respondents
Student 34
Service 21
Business 6
Professional 39
Observation
Occupation is very important factor or consideration in purchasing a two
wheeler. People prefer to buy a two wheeler for the sake of their status
and the kind of work they do. Out of the surveyed 100 respondents, 6 %
or 6 respondents were doing business; 39 % or 39 respondents were doing
professional; 21 % or 21 respondents were doing service; and 34 % or 34
respondents were student.
Graph 3:
Occupation of the Respondents

Page 34
Table 4:
Monthly Income of the Respondents
Monthly Income No of respondents
5000-10,000 7
10,000-15,000 47
15,000-20,000 19
20,000 & Above 27
Observation
Income is the important consideration in the purchase of a two wheeler.
Depending on his income the person will go for the type of two wheeler,
which he can afford for. Out the surveyed 100 respondents; 7 % or 7
respondents belong to 5000-10,000; 47 % or 47 respondents belong to
10,000-15,000; 19 % or 19 respondents belong to 15,000-20,000; and rest
7 % or 7 respondents belong to 20,000 and Above.
Graph 4:
Monthly Income of the Respondents
Table 5:
Ownership status of the Activa
Ownership status No of respondents
Self owned 99
Company owned 1
Company leased 0

Page 35
Observation
The study shows that out of the 100 surveyed respondents 99% of them
owning Activa were self-owned, 1% was company owned and none of
them were using company leased.
Graph 5:
Ownership status of the Activa
Table 6:
Recommendation of Activa to others
Recommendation No of respondents
Yes 87
No 13
Observation
The above study reveals that the 87% of the respondents would like to
recommend Honda Activa to others, such as their friends and relatives.
And 13% of the respondents told that they would not recommend Activa,
as they would get a bike for the same cost.
Graph 6:
Recommendation of Activa to others

Page 36
Table 7:
Ratings for Ride, Handling
Ratings No of respondents
Excellent 48
Good 26
Average 16
Poor 10
Observation
The study shows that the respondents ratings for Ride & Handling. 48%
of them told that it was excellent, 26% told that it was good, 16% told
that it was average and 10% of them told that it was poor.
Graph 7:
Ratings for Ride, Handling
Table 8:
Ratings for Comfort
Excellent 52
Good 24
Average 23
Poor 1

Page 37
Observation
The study shows that the respondents ratings for Comfort. 52% of them
told that it was excellent, 24% told that it was good, 23% told that it was
average and 1% of them told that it was poor.
Ratings for Comfort
Table 9:
Ratings for Road Grip
Excellent 17
Good 21
Average 37
Poor 25
Observation
The study shows that the respondents ratings for Road Grip. 17% of them
told that it was excellent, 21% told that it was good, 37% told that it was
average and 25% of them told that it was poor.
Ratings for Road Grip
Table 10:
Ratings for Engine Performance

Page 38
Excellent 47
Good 15
Average 31
Poor 7
Observation
The study shows that the respondents ratings for Engine Performance.
47% of them told that it was excellent, 15% told that it was good, 31%
told that it was average and 7% of them told that it was poor.
Ratings for Engine Performance
CHAPTER-V
Findings
Suggestions
Conclusion

Page 39
FINDINGS
 Silicon Honda Pvt. Ltd. Occupy prime position with 52% of

sample size recommending the dealers for Honda Activa two
wheelers.
 27% of the sample size told that the service given by the Silicon
Honda was excellent.
 Advertisements have popularized other dealers with friends of the
customers with 42% of them indicating for it.
 Delivery instruments are given properly by all the dealers.
 All the customers say that they prefer to service their vehicles at
the authorized service centers only.

Page 40
 33% of the customers told that they would purchase another Honda
Activa in future for their family members or for their relatives.
 29% of the customers say that they purchased Activa for its
travelling comfort.
 22% told that Activa is easy to ride.
 26% told that Activa is a fuel efficient two wheeler.
 99% of the customer’s ownership status of Activa is self-owned.
 12% purchased Activa as they felt it was a trend for it.
 Indian market is full of middle class customers and most of the
customers owning Activa belonged to middle class category.
 The customers got aware of Honda Activa largely through
magazines and newspapers.
 34% of the customers were students and 39% of them were
professionals.
 76% of the customers were male and 24% of them were female.
SUGGESTIONS
This study is aimed at analyzing customer satisfaction with sample of 100
members, which has helped in getting an overall view of customer
satisfaction towards Honda Activa considering different criteria.
Base on the study following suggestions can be considered
 Providing more techno-driven, sophisticated exteriors keeping
track of present situation.
 To increase the mileage efficiency
 To provide mobile servicing a should be able to reach the spot in
case of any breakdown

Page 41
 To bring down the cost of spares and to improve genuinely.

 To change shape or body design of Omni so as to increase road
safety especially during swift turns.
 To give more ads on to drive slowly and safely.
 Sales executives should constantly review the present, the past and
the future objectives and there by evaluate their performance.
 Gathering and processing data through electronic data processing
system there by time spent on information evaluation feed back can
be reduced.
 Building satisfaction: sales person should reassure the customer
regarding decision taken by him while ordering product/service.
 They should constantly provide adequate solutions for purchasing a
product.
 Final buyer relation: sales personnel who are in contact with final
buyer should be courteous, friendly and competent in their jobs.
 Customer care is best way to build long-term relation, because they

also have emotional and psychological needs when they purchase a
car.

Page 42
CONCLUSION
1. Improved product and process quality

2. Incorporates lessee learned and best practices from global automotive
industry
3. Provides additional confidence for global souring
4. Provides a global quality system approach in the supply chain for
subcontractor development and consistency.
5. Reduction in variation, waste and increased efficiency

Page 43
6. Reduction in second party audits and elimination of multiple third

party registration
7. Provides a common language for worldwide quality system
requirements
ANNEXURE
Questionnaires
Bibliography

Page 44
QUESTIONNAIRE
Name:
Age:
Sex:
Address: ---------------------------------------------------------
---------------------------------------------------------
Phone No:
Email ID:
Occupation: Student Business
Service Professional
Monthly Income: 5000-10,000 10,000-15,000

Page 45
15,000-20,00 20,000 & Above
SPECIFIC INFROMATION
1. What is the owner ship status of Honda Activa?
Self owned
Company owned
Company leased
2.Age group of the respondents
○ 18-25
○ 25-32
○ 32-39
○ 39 & above
3. sex of the respondents
○ Male
○ Female
4. If you were to recommend a scooter would you

recommend anyone Honda Activa?
Yes No
5. How do rate Honda Activa in terms of

Basis Excellent Good Average Poor
Ride, Handling
Comfort
Road grip
Mileage
Design
Engine performance
Speed
Braking
Pick-up

Page 46
6. Where did you buy your scooter?

Dealers Name:
Silicon Honda City Honda
Haiku Honda Planet Honda
7. Reason for above dealers?
Service performance facilities Friends
Advertisement Others
8. Where do you usually go for service?
Authorized selling dealer
Other authorized service center
Private shop
9. Are you planning to buy another Activa in the near
future?
Yes No
10. What mode of do you prefer?
Cash Finance schemes
Company loan Others
11. What are the sources the create awareness?
News papers Television
Magazines Show-room display
Exhibition Postal catalogue
12. Occupation of the respondents
 Student
 Service
 Business
 Professional
11. Ratings for comfort
 Excellent
 Good

Page 47
 Average
 Poor
11. Ratings for road grip
 Excellent
 Good
 Average
 Poor
15.ratings for engine performance
 Excellent
 Good
 Average
 Poor

Page 48
BIBLIOGRAPHY
Books:
1. Principles of Marketing Management
By Philip Kotler.
2. Research Methodology
By C.R.Kothari.
Magazines:
1. Auto World.
2. Over drive.
3. Auto India.
News Papers:
1. Times of India.
2. Economic Times.
Web Sites:

Page 49
www.honda2wheelersindia.com
www.activa.com
www.hondabick.com

Page 50

Honda Activa

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Customer satisfaction after sales & service provided by Honda activa

ANJUMAN INSTITUTE OF MANAGEMENT BHATKAL-581320

Data Analysis & Interpretation

ANJUMAN INSTITUTE OF MANAGEMENT BHATKAL-581320

ANJUMAN INSTITUTE OF MANAGEMENT BHATKAL-581320

ANJUMAN INSTITUTE OF MANAGEMENT BHATKAL-581320

potential, attracted world major companies like, Honda, Yamaha, Suzuki,

STATEMENT OF THE PROBLEM

ANJUMAN INSTITUTE OF MANAGEMENT BHATKAL-581320

2. To various age groups, qualification, occupation, and household

NEED FOR THE STUDY

SCOPE OF THE STUDY

ANJUMAN INSTITUTE OF MANAGEMENT BHATKAL-581320

LIMITATION OF THE STUDY

ANJUMAN INSTITUTE OF MANAGEMENT BHATKAL-581320

strictly maintaining organization standards, a sincere attempt has been

ANJUMAN INSTITUTE OF MANAGEMENT BHATKAL-581320

ANJUMAN INSTITUTE OF MANAGEMENT BHATKAL-581320

Dissonance – reducing buying behavior

Post purchase satisfaction

Post purchase actions

at satisfying customers. The satisfied customers will have brand loyalty

Customers buying decision process

ANJUMAN INSTITUTE OF MANAGEMENT BHATKAL-581320

Customers buying decision process.

ANJUMAN INSTITUTE OF MANAGEMENT BHATKAL-581320

L-ISTEN TO COMPLAINNING CUSTOMERS

I-SOLATE CORE PROBLEM THROUGH QUESTIONS

S-OLVE PROBLEM FROM KEEPING CUSTOMER INFORMED

T-AKE FEEDBACK FROM CUSTOMERS TO MAKE SURE HE IS SATISFIED

Companies periodically send questionnaires or make telephonic calls to a

ANJUMAN INSTITUTE OF MANAGEMENT BHATKAL-581320

TAKE ACTION MEASURE CUSTOMER OPINION

ANALYSE AND INTERPRET INFORMATION

The company should create an emotional bondage between themselves

ANJUMAN INSTITUTE OF MANAGEMENT BHATKAL-581320

CUTOMERS WILL BE SATISFIED BY CONTINUOUS

ANJUMAN INSTITUTE OF MANAGEMENT BHATKAL-581320

Market consists of all the potential customers sharing a particular need or

ANJUMAN INSTITUTE OF MANAGEMENT BHATKAL-581320

The term consumer behaviour refers to the behaviour that consumer’s

ANJUMAN INSTITUTE OF MANAGEMENT BHATKAL-581320

The initial thrust to consumer research from a perspective here marketing

DEFINATIONS OF CONSUMER BEHAVIOUR

ANJUMAN INSTITUTE OF MANAGEMENT BHATKAL-581320

4) Product decision regarding price, promotion and distribution can be

ANJUMAN INSTITUTE OF MANAGEMENT BHATKAL-581320

It refers to method used to conduct research for Silicon Honda in this

ANJUMAN INSTITUTE OF MANAGEMENT BHATKAL-581320

INDUSTRIAL BACK GROUND OF THE STUDY

ANJUMAN INSTITUTE OF MANAGEMENT BHATKAL-581320

GROWTH OF THE INDUSTRY

Largely speaking three major categories of two wheeler started coming,

INDIAN AUTOMOBILE MARKET:

ANJUMAN INSTITUTE OF MANAGEMENT BHATKAL-581320

ANJUMAN INSTITUTE OF MANAGEMENT BHATKAL-581320

ANJUMAN INSTITUTE OF MANAGEMENT BHATKAL-581320

ORIGIN OF THE ORGANIZATION

ANJUMAN INSTITUTE OF MANAGEMENT BHATKAL-581320

The Honda Activa is equipped with a number of new functions and

We shall endeavor to continually monitor, improve and conserve the

ANJUMAN INSTITUTE OF MANAGEMENT BHATKAL-581320