“A STUDY ON CUSTOMER SATISFACTION TOWARDS HONDA BIKES IN COIMBATORE”

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

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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

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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.

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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.

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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.

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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.

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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.

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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.

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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

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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

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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

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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

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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.

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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 .

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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.

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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

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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:

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………………………………………………………………………………………

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….

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