Honda Edited PDF

Customer satisfaction after sales & service provided by Honda activa
A STUDY ON
CUSTOMER SATISFACTION towards
HONDA ACTIVA
With special reference to KOKARI’S HONDA, Bhatkal
Submitted in partial fulfillment of the requirement for the BACHELOR OF BUSINESS

ADMINISTRATION Degree Course OF KARNATAKA UNIVERSITY DHARWAD
Submitted by
MOHAMMED USMAN MULLA
REG.NO:
16N12741
Internal guide
PROF MOHAMMED TALOOTH
(Faculty member)
Mr. K.M BURHAN

(Proprietor of KOKARI‟S HONDA, Bhatkal)
ANJUMAN INSTITUTE OF MANAGEMENT AND COMPUTER

APPLICATION BHATKAL
(2018-2019)
ANJUMAN INSTITUTE OF MANAGEMENT & COMPUTER APPLICATION, BHATKAL Page 1

DECLARATION
I hereby declare that the internship Report on HONDA ACTIVA, with

special reference to KOKARI‟S HONDA has been provided by me
during the year 2018-2019 under the valuable guidance of
PROF.MOHAMMED TALOOTH In partial fulfillment of the
requirement of the BBA Degree course of Karnataka University
I also declare that this is the result of my own effort & not been submitted
to any other university for the award of any degree.
Place: BHATKAL Name:- MOHAMMED USMAN MULLA

Reg. No: 16N12741

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

LEARNING EXPERIENCE
I always believe that knowing things practically is more important than
knowing it theoretically. My internship at Honda gave me an opportunity
to practically apply what I always believed. It was a great experience to
have a complete insight towards the entire aspects of the company.
At KOKARI‟S HONDA, customer service team is focused to ensure that
each of its customer gets valued service by providing them with the
adequate information about the products and services offered by the
company. This has helped to know the importance of contact for the
customer role in this competitive role. They are first point of contact for
the customers and hence play a vital role in framing an image of the
company in the minds of the customers. The sales team provides an in
depth information on each of the vehicles sold by KOKARI‟S HONDA.
They keep themselves updated with all the detailed specification of the
vehicles. They also have information about their competitors, so they can
provide their customers with the necessary information for comparison
and help the customer in decision making. Thus it is important to know
your competitor to gain edge over them and enquire a larger market
share.
The maintenance team helps the existing customers with
repairs/maintenance of their vehicles on regular intervals. They are the
people who help in generating revenue for the company even after the
vehicles are sold to the customers by way of maintenance. HR team
ensures the right candidates are recruited who in turn help towards the
success of the company. Itprovides employees with training and
development at each stage of their career which helps them to keep the
employees motivated and satisfied. Hence HR plays the role in bringing

the various departments together for improving employee relation within

the company.
All these experience along with the knowledge gained at Kokari‟s
Honda, can be treasured for lifetime and their business principles/ideas
can be followed and implemented in new ventures in near future.
In total, I am very much benefited with this project. Once again, I thank
the authority for giving me this opportunity to carry out the project and
expose myself to the corporate field.

CHAPTER-I
Introduction
Statement of the problem
Objectives of the study
Need for the study
Scope of the study
Methodology
Limitations of Study

INTORDUCTION
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 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
potential, attracted world major companies like, Honda, Yamaha, Suzuki,
etc.

COMPANY PROFILE
Honda Headquarters
Honda Motorcycle & Scooter India Pvt. Ltd.
Honda Motorcycle & Scooter India Pvt. Ltd. (HMSI) is the 100%
subsidiary of Honda Motor Company, Japan – the World‟s No.1 two-
wheeler company. Honda started Indian two-wheeler operations in May
2001. In the 14 years since then, Honda has grown to become the second
largest two-wheeler company in India with over 20 million happy
customers in India. Today, every 7 seconds a new customer joins the fast
expanding Honda family in India.

Growth:
Making a great beginning in the 2 months in fiscal year 2015-16,
Honda is the highest market share and volume gainer in two-wheeler
industry with 26% market share. At a time when industry sales are
negative 1%, Honda has grown 3%. In motorcycles, CB Shine is leading
the 125cc segment while new CB Unicorn 160 is now 2nd largest selling
model in just months of launch. In automatic scooter segment, Honda‟s
market share has now reached 59%. Growing nearly 4 times that of
industry, Honda is today leading the Scooterization of Indian two-wheeler
industry.
Honda achieved highest-ever sales of 2 Crore units in 2017-18 and led

with its stellar 20% growth which was more than double the 8% growth
of domestic two-wheeler industry.
Current production:
Honda started production in 2001 from its first plant
of 16 lac unit capacity at Manesar (Haryana). In 2011, Honda expanded
to 2nd plant of 12 lac units at Tapukara (Rajasthan). This was followed
by 3rd plant of 18 lac unit annual capacity at Narsapura (Karnataka) in
2013. All three plants are currently running on full capacity.
Future Production expansion:

Honda is strengthening its „Make in India‟
resolve through steady and strategic investments with a long term
objective of creating 39% additional capacity within 3.5 years.
Foreseeing future increase in customer demand for automatic scooters,

Honda is constructing its new 4th plant in India at Ahmedabad, Gujarat.

Once operational in early 2017, Honda‟s 4th plant will be the World‟s
largest scooter only plant of 12 lack units annual capacity. Additionally,
Honda two-wheeler will invest to build a new production line at its
existing 3rd plant Karnataka in 2016. Overall, this will take Honda‟s
cumulative production capacity to 6.4 million units - 1.6 million units (1st
plant), 1.2 million units (2nd plant), 2.4 million units (3rd plant) and
projected 1.2 million units (upcoming 4th plant).
Network:
Moving full throttle, Honda has aggressively doubled its
network in 2 years from 1950 outlets (2012-13) to 3750 outlets (2014-15)
and added 800 new touch-points in (2016-17). Parallely, Honda has
penetrated its direct office presence from its 5 regional offices to 11 zonal
offices for amassing local market intelligence, strategizing, and
implementing regional approach faster. The 11 zonal offices are located
at key cities – Chennai, Raipur, Ahmedabad, Bhopal, Patna, Jaipur,
Nagpur, Mohali, Hyderabad, Bhubaneswar & Varanasi.
Fun Expansion:
Honda is proud to be the industry first to promote fun,
safety and environment in India. For 7 years, Honda has initiated and
expanded on popular fun initiatives like Honda One Make Race,
Gymkhana, Dream Asia Cup of Road Racing and the unique Honda
Racing Training Academy in liaison with professional racing team.
Additionally, Honda has introduced five global performance fun bikes in

India. These include – CB 1000R, CBR 1000RR Fireblade, VT 1300CX

and Goldwing 1800L.
Safety Promotion:
Honda has educated over 5 lac individuals of all age
groups on safety riding activity with special focus on empowering
females and kids. Additionally, HMSI has adopted eight Traffic Training
parks in Chandigarh, Jaipur, Bhubaneswar, Cuttack, Yeole, Hyderabad
and two in Delhi where it has trained over 2 lac people on safe riding.
Awards:
Honda two-wheelers has won more than 100 prestigious awards.
In 2014-15, Honda received 19 awards including Best CEO Multinational
(Forbes India), Most Trusted Brand in Indian two-wheelers (Economic
Times Brand Equity Survey 2014), Most Trusted Brand (Readers Digest),
Two Wheeler Manufacturer of the year (Bike India Awards 2015) and
Brand Excellence Award in Automobile Sector (ABP). Honda technology
won - Convenience Technology of the Year and Engine of the Year (Auto
Tech Review IATIA Awards). Honda also won accolades for its road
safety initiatives like CSR initiative towards road safety-2W (Bloomberg
Autocar 2015), CSR Leadership Award (Think Odisha Leadership
Awards 2014). On the product front, Honda‟s Activa 125 won 6 “Scooter
of the year" awards while CB Shine and CB Unicorn won the prestigious
JD Power award

ABOUT KOKARI’S HONDA:
KOKARI’S
KOKARI’S HONDA is a registered sole proprietor firm. & it was

started on 21st Aug 2015. Mr. K.M Burhan is the owner of the firm
Kokari‟s Honda an authorized sales outlet of Mangalam Two Wheelers
Pvt. Ltd. (Karwar) which is dealing with product of Honda Two
Motorcycles Pvt. Ltd. Kokari‟s Honda is also a dealer of spare parts &
deals with sales & service of Mangalam Two Wheelers Pvt. Ltd (karwar)

KOKARI‟S HONDA had employed highly trained company mechanics

in its workshop for better customer service.
Labor employed is:
For repair & services of Honda vehicles: 17-labours (7-machanices,
3helpers)
For office &field work: 4-staff members
For sales of spare: 3-sales executives
The firm in its philosophy looks to render quality service to its customers
by providing quality products at affordable price. The financial standing
of the firm speaks the volume of impressive growth achieved by the firm,
massive growth in sales with turnover of huge amount.
The introduction of new designed bikes & scooters by Mangalam Two
Wheelers Pvt. Ltd (karwar) at affordable price had considerably boosted
the sales of KOKARI‟S HONDA
INVESTMENT OF KOKARI’S HONDA
LAND PURCHASE 45, 00,000

CONSTRUCTION 3, 00, 00,000
VEHICLES 35, 00,000
SPARE PART 5, 00,000
FURNITURE 80,000
AUTOMATED 3, 00,000
TOTAL 3, 88, 80,000

COMPETITORS OF HONDA MOTORS

India motors (Hero Honda)
Baba motors (Yamaha)
Akshay motors (TVS)
B.A.S Motors (Hero)
NETWORK THROUGH WHICH KOKARI’S HONDA

GET H.M.S.I PRODUCT
The KOKARI‟S HONDA is an authorized sales outlet of Mangalam Two

Wheelers Pvt. Ltd. It gets the B.A.L. products directly from Mangalam
Two Wheelers Pvt. Ltd. (command area) Karwar. During the time of
scarcity or un-Availability of Honda Vehicles at Mangalam Two
Wheelers Pvt. Ltd., the KOKARI‟S HONDA also order the vehicles from
SONA Motors, Shimoga the products are supplied by Mangalam Two
Wheelers Pvt. Ltd. to Kokari‟s Honda through trucks for 5 to 6 time per
month according to the order.

LOCATION
KOKARI‟S HONDA is located in #214, A-3, N.H.17, Tengingundi
Cross, Heble Village, Bhatkal-581320.
Ph: 08385-223344
Kokari‟s Honda is a double storied building with magnificent look.
LAYOUT
The Kokari‟s Honda occupy the space of 5445sq.ft the firm has several
big halls &very specious, where the products are kept separately to attract
customers. The tools &machinery are installed perfectly to achieve
sections viz; sales section, spares section, service section, customer
waiting room, accident repairs, painting section & water wash section.
The particular layout structure is shown below:
Ground Floor
CONFERENCE MANAGING
ROOM DIRECTOR‟S
ROOM
SALES
DEPARTMENT
CUSTOMER
LOUNGE
BILLING AND
RECEIPT
DEPARTMENT
DEPARTMENT
SHOWCASE CASHIER
B
Underground
RECEPTION
WASHING ROOM
CHANGING ENGINE ROOM
ROOM SERVICE
SCRAP MANAGER
REPAIR SECTION
SPARES The different sectio WAITING

ROOM

DIFFERENT DEPARTMENTS OF KOKARI’S HONDA
1. Sales and receipt section

2. Finance and billing section
3. Automated workshop section
4. Spare part section
5. Entertainment section
Sales and receipt section:
In this section all the bikes of Honda are display by which the
customer is attract towards it. On the left hand side of the section there is
a counter where the customers are provided all the information regarding
motorcycles of Honda

Finance and billing section:
It provides bank loan option and the bank provide 75% of the loan
amount under the billing section the payment of purchase and repair of
motorcycles are made

Automated workshops section:
Under this section all the motorcycles of Honda are repair and servicing
of the motorcycles are carried out the various machineries and tools are
installed in work shop area.
For example:
 Hydro tic ramps
 Tool board
 Trolley
 Exhausting piping, etc.

Spare part section:
In this section all kinds of parts of honda motorcycle are kept for
sales and workshop purpose. This section is fully computerized and
every inflow and outflow of spare part is entered in the computer.

Entertainment section:
For convenience and satisfaction of the customer separate customer

waiting room has been maintaining with all facilities like newspaper and
magazines.
ORGANISATION STRUCTURE OF KOKARI’S HONDA

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.
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.
The main aim of the internship is to study the distribution of two
wheelers & its popularity in Bhatkal town with KOKARI‟S HONDA.
7. To study the profile of two-wheeler Industry in India.
8. To know about HONDA MOTORCYCLES PVT LTD & its
product.
9. To know about the bank finance available for the purchases of
H.M.P.L products.
10. To study the Dealership profile of Kokari‟s Honda.
11. To study the marketing activities of Honda Motors.
12. To study the customer handling practices prior to sale,
during sale and after sale and assesses the satisfaction levels of
customers.

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.
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
Primary Data: The methods includes the data collected by,

 Contacting personnel of KOKARI‟S HONDA &
 Data collected from the internal records of the company
Secondary Data: The method of the study includes the data collected
through
 Auto India Magazines
 Newspapers
 Website www.hondamotorcycles.com
 Books:
1. Principles of Management by T. Ramasamy
Published by Himalaya Publishing House, Mumbai, 8th
revised edition
2. Marketing Management by Philip Kotler
Published by Dorling Kindersley (India) Pvt. Ltd, New
Delhi,
14th edition
3. Organizational behaviour by K Aswathappa
Published by Himalaya Publishing House, Mumbai, 7th
revised edition
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
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.
6. - The study was to find out how the Organizational Structure of
Kokari‟s Honda carries out business.

7. - It was newly implemented business with almost 1 year so the study

was limited.
8. - The study is limited to Honda Motors Customers who have
purchased or come for service to Kokari‟s Honda at Bhatkal.
9. - As the study is conducted for a limited period and hence it may not
be exhaustive
Some respondents did not answer correctly as they were short of time.

S.W.O.T ANALYSIS
1. Strength:
1) Largest motorcycle manufacturer –There are many feathers in the
cap of Honda motors but one of its biggest advantage is that it is world‟s
largest motorcycle manufacturer. It has a lion‟s share of the market of
motorcycles.
2) Largest internal combustion engines manufacturer – Like
motorcycles, Honda motors also has a large presence in combustion
engine market which is used for aeroplanes, jet skis, yachts or any heavy
engine usage.
3) Eight largest automobile manufacture – Besides being the world‟s
number 1 automobile manufacturer, Honda motors is also the eight
largest manufacturers of Automobiles. It has a strong and
localised product portfolio.
4) Excellent R&D – One of the reasons that Honda has been able to
achieve these heights is because of its focus on R&D and its manpower
employed in R&D. Hence Honda is always coming up with elegant and
efficient designs which are a hit in the market.
5) High technology products – As Honda has high technology products,
the entry barriers are high and hence the brand has not beaten in the last
several years. When you combine the complete product portfolio of
Honda, you will understand how strong the company is technologically.
6) Brand equity over the years – Honda has been able to give hit
products after hit products. Its Honda Accord is one of the most loved
cars and so is the Honda CRV. In motorcycles, there are many products
with high engineering which place Honda far ahead in its brand equity

then many of its competitors. In 2015, it is the 19th most valuable brand
and has a brand value of 22 billion dollars.
7) Product portfolio – The product portfolio of Honda is massive. It has
at least 100 types of cars and other automobiles, 100 types of bikes and
scooters, it is into power equipment‟s like generators, it manufactures
high quality engines, it is venturing into robotics, and it has its own
aircrafts, mountain bikes and all - terrain vehicles. It is also venturing into
electric and alternative fuel vehicles. As you can see, all of these products
are technologically advanced and coming from the house of Honda, they
have their own brand appeal.
8) Market share – As can be seen from the above points, due to its
manufacturing advantage, Honda has a major market share in most of the
products that it manufactures.

2. Weaknesses:
1) High costs and prices – Naturally, with a high investment in R&D
and into the latest technology, the cost of the product goes high and the
pricing to end customer is high as well. This might be a weakness of
Honda but it needs to have this weakness, because it cannot reduce its
brand equity by lowering the prices.
2) Needs products for the masses – One common complaint for Honda
cars is that the cars are only for the upper middle class and Honda needs
more automobile portfolio for the lower middle class, which already other
automobile manufacturers like Hyundai and Maruti are targeting.
3) Hero and Honda separation in India – At least in India, Honda
motors suffered badly when Hero and Honda were separated. As a result,
Honda has had to replan its presence in India.

3. Opportunities:
1) Electric and alternative fuel vehicles – This division is targeted
towards the future of automobile market wherein people will be
demanding usage of clean energy because fuel like Petrol and Diesel as
well as CNG has its limitations.
2) Automobiles increasing – The number of automobiles across the
world is increasing. One of the reasons is the increase in buying power of
individuals another is that it is a social norm now to have a motorcycle or
a car. Thus, consumption is at an all-time high.
3) Expansion in developing countries – Because of the rise in buying
power, and the easy automobile loads provided by banks, the purchases
of automobiles is rising especially in developing countries. Honda needs
to take full advantage of this upswing in demand and capture the market
swiftly.
4) Product expansion – Adding more products in the portfolio and
making more variants to increase the product line are two tactics
commonly used by Automobile manufacturers. There are many
considerations to be undertaken before launching a new model. However,
product expansion is the key to grow in a competitive market.

4. Threats:
1) Competition – Competition from local and regional or national
players in each of the countries it is present in, is denting the revenues of
Honda.
2) Fuel prices – Although people have more funds now for buying cars,
the rising cost of fuel is troubling everyone and is one of the reasons that
many people are still hesitant to buy cars, because later on the fuel cost
paid is more than the car.
3) Rising transportation and other costs – One of the aspects plaguing
all automobile manufacturers is the transportation as well as
manufacturing and labour costs. With inflation, these costs are always on
the rise and hence are a point of concern.

CHAPTER-II
Theoretical background
Customer satisfaction
Customer buying decision process
Marketing
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.
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
Customers buying decision process.
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
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
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 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
PLAN CORRECTIVE MEASURE ANALYSE AND INTERPRET INFORMATION

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.
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?
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
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.
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.
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
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”.

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.
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:

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 everyone 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.
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 0.22mn as on March 31st 2009.

MOTOR CYCLE SWEEP STAKES:

MARGINS VOLUME NET PROFIT
2017-18 SALES in ( Rs. Cr) ( Rs. Cr ) (%)
(assessment nos.
year )
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
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.
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.
• 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
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.
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
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.
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.

CHAPTER-IV
Data Analysis & Interpretation

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
age group of the respondent
39
40
32
30
18-25
20 18 25-32
11 32-39
10 39 & above
0
No of respondents

Table 2:
Gender of the respondents
Sex No of respondents
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:
Gender of the respondents
gender of the respondent

76
80
60
40 Male
24 Female
20
0
No of 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
occupation of the respondent

39
40
34
30
21 Student
20 Service
Business
10 6 Professional
0
No of respondents

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
monthly income of the respondent
50 47
40
27 5000-10,000
30
19 10,000-15,000
20 15,000-20,000
10 7 20,000 & Above
0
No of respondents

Table 5:
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 5:
Recommendation of Activa to others
recommendation of acive to others
100 87
80
60
Yes
40 No
13
20
0
No of respondents

Table 6:
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 6:
Ratings for Ride, Handling
rating for ride, handeling
50 48
40
Excellent
30 26
Good
20 16 Average
10 Poor
10
0
No of respondents

Table 7:
Ratings for Comfort
Excellent 52
Good 24
Average 23
Poor 1
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.
Graph 7:
Ratings for Comfort
Rating for Comfort
60
52
50
40 Excellent
30 24 Good
23
20 Average
Poor
10
1
0
No of respondents

Table 8:
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.
Graph 8:
Ratings for Road Grip
Rating for Road Grip
40 37
30
25 Excellent
21
20 17 Good
Average
10 Poor
0
No of respondents

Table 9:
Ratings for Engine Performance
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.
Graph 9:
Ratings for Engine Performance
Rating for Engine Performance
50 47
40
31
30 Excellent
Good
20 15 Average
7 Poor
10
0
No of respondents

Table 10:
What was the main reason behind your decision to go for Honda
Activa
Particular No of respondents
Price 34
Trend 21
Fuel Efficiency 6
Travelling Comfort 30
others 09
Observation
The study shows that the respondents ratings for price 34%. 21% of them
told that it was trend, 06% told that it was fuel efficiency, 30% told that it
was travelling comfort and 9% of them told that it was poor.
reason behind your decision to go for

honda activa
Price
40
34
30 Trend
30
21
20 Fuel Efficiency
10 9
6 Travelling
Comfort
0
No of respondents others

Table 11:
Where did you buy your scooter
Silicon Honda 18
Kokaris Honda 73
Mangalam Honda 6
Planet Honda 3
Observation
The study shows that the respondents ratings for silicon Honda 18%. 73%
of them told that it was Kokaris Honda, 06% told that it was mangalam
Honda, 3% told that it was planet Honda
80
73
70
Silicon Honda
60
50 Kokaris Honda
40
30 Mangalam
18 Honda
20
Planet Honda
10 6 3
0
No of respondents

Table 12
Where do you usually go for service
Authorized selling dealer 47
Other authorized service center 15
Private shop 38
usually go for service
50 47
40 38
Authorized
30 selling dealer
Other authorized
20 15 service center
10 Private shop
0
No of respondents

Table 13
Mode of payment
Cash 15
Company loan 15
Finance 30
Others 40
mode of payment
40
40
30
30
Cash
20 Company loan
15 15
Finance
10 Others
0
No of respondents

Table 14
Sources to create awareness
News paper 17
Television 05
Magazines 14
Showroom display 64
Postal catalogue 00
Exhibition 00
sources of awareness
News paper
70 64 Television
60
50 Magazines
40
30 Showroom
20 17 display
14
10 Postal catalogue
5
0 0 0
No of respondents Exhibition

CHAPTER-V
Findings
Suggestions
Conclusion

FINDINGS
 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.
 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
 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.
 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.

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
6. Reduction in second party audits and elimination of multiple third
party registration
7. Provides a common language for worldwide quality system
requirements

Bibliography
Questionnaires

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:
www.honda2wheelersindia.com
www.activa.com
www.hondabick.com

QUESTIONNAIRE
I am the student of ANJUMAN INSTITUTE OF MANAGEMENT, Department

of Management studies, BHATKAL and presently doing a project on “Customer
satisfaction after sales & service provided by Honda active”. I request you to kindly
fill the questionnaire below and assure you that the data generated shall be kept
confidential.
Name: -------------------------------------- Age: -------------

Address: ----------------------------------- Sex: ----------
---------------------------------------------
Phone No:
Occupation: Student  Business 
Service  Professional 
SPECIFIC INFROMATION
1. Which model of Honda Scooter/Bike do you own?
Activa 
Dio 
CB Hornet 
Others 
2. What was the main reason behind your decision to go for
Honda Activa?
Price  Fuel Efficiency 
Trend  Travelling Comfort 
Brand Name  Economy of Operation 
Ease in Use  Availability of
Finance Schemes 

3. If you were to recommend a scooter would you

Recommend anyone Honda Activa?
Yes  No 
4. 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
5. Do you have any suggestions for the improvement of

Honda Activa?
-----------------------------------------------------------------------------------------
-----------------------------------------------------------------------------------------
-----------------------------------------------------------------------------------------
6. Where did you buy your scooter?
Dealers Name:
Silicon Honda  kokaris Honda 
Mangalam 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. What are your comments about the new Honda

Activa?
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Customer satisfaction after sales & service provided by Honda activa

Submitted in partial fulfillment of the requirement for the BACHELOR OF BUSINESS

Mr. K.M BURHAN

ANJUMAN INSTITUTE OF MANAGEMENT AND COMPUTER

ANJUMAN INSTITUTE OF MANAGEMENT & COMPUTER APPLICATION, BHATKAL Page 1

I hereby declare that the internship Report on HONDA ACTIVA, with

Place: BHATKAL Name:- MOHAMMED USMAN MULLA

ANJUMAN INSTITUTE OF MANAGEMENT & COMPUTER APPLICATION, BHATKAL Page 2

ANJUMAN INSTITUTE OF MANAGEMENT & COMPUTER APPLICATION, BHATKAL Page 3

ANJUMAN INSTITUTE OF MANAGEMENT & COMPUTER APPLICATION, BHATKAL Page 4

ANJUMAN INSTITUTE OF MANAGEMENT & COMPUTER APPLICATION, BHATKAL Page 5

the various departments together for improving employee relation within

ANJUMAN INSTITUTE OF MANAGEMENT & COMPUTER APPLICATION, BHATKAL Page 6

ANJUMAN INSTITUTE OF MANAGEMENT & COMPUTER APPLICATION, BHATKAL Page 7

ANJUMAN INSTITUTE OF MANAGEMENT & COMPUTER APPLICATION, BHATKAL Page 8

ANJUMAN INSTITUTE OF MANAGEMENT & COMPUTER APPLICATION, BHATKAL Page 9

Honda Motorcycle & Scooter India Pvt. Ltd.

ANJUMAN INSTITUTE OF MANAGEMENT & COMPUTER APPLICATION, BHATKAL Page 10

Honda achieved highest-ever sales of 2 Crore units in 2017-18 and led

Future Production expansion:

ANJUMAN INSTITUTE OF MANAGEMENT & COMPUTER APPLICATION, BHATKAL Page 11

Honda is constructing its new 4th plant in India at Ahmedabad, Gujarat.

ANJUMAN INSTITUTE OF MANAGEMENT & COMPUTER APPLICATION, BHATKAL Page 12

India. These include – CB 1000R, CBR 1000RR Fireblade, VT 1300CX

ANJUMAN INSTITUTE OF MANAGEMENT & COMPUTER APPLICATION, BHATKAL Page 13

ABOUT KOKARI’S HONDA:

KOKARI’S HONDA is a registered sole proprietor firm. & it was

ANJUMAN INSTITUTE OF MANAGEMENT & COMPUTER APPLICATION, BHATKAL Page 14

KOKARI‟S HONDA had employed highly trained company mechanics

INVESTMENT OF KOKARI’S HONDA

LAND PURCHASE 45, 00,000

ANJUMAN INSTITUTE OF MANAGEMENT & COMPUTER APPLICATION, BHATKAL Page 15

COMPETITORS OF HONDA MOTORS

NETWORK THROUGH WHICH KOKARI’S HONDA

The KOKARI‟S HONDA is an authorized sales outlet of Mangalam Two

ANJUMAN INSTITUTE OF MANAGEMENT & COMPUTER APPLICATION, BHATKAL Page 16

SPARES The different sectio WAITING

ANJUMAN INSTITUTE OF MANAGEMENT & COMPUTER APPLICATION, BHATKAL Page 17

DIFFERENT DEPARTMENTS OF KOKARI’S HONDA

1. Sales and receipt section

Sales and receipt section:

ANJUMAN INSTITUTE OF MANAGEMENT & COMPUTER APPLICATION, BHATKAL Page 18

Finance and billing section:

ANJUMAN INSTITUTE OF MANAGEMENT & COMPUTER APPLICATION, BHATKAL Page 19

Automated workshops section:

ANJUMAN INSTITUTE OF MANAGEMENT & COMPUTER APPLICATION, BHATKAL Page 20

Spare part section:

ANJUMAN INSTITUTE OF MANAGEMENT & COMPUTER APPLICATION, BHATKAL Page 21

For convenience and satisfaction of the customer separate customer

ORGANISATION STRUCTURE OF KOKARI’S HONDA

ANJUMAN INSTITUTE OF MANAGEMENT & COMPUTER APPLICATION, BHATKAL Page 22

STATEMENT OF THE PROBLEM

ANJUMAN INSTITUTE OF MANAGEMENT & COMPUTER APPLICATION, BHATKAL Page 23

ANJUMAN INSTITUTE OF MANAGEMENT & COMPUTER APPLICATION, BHATKAL Page 24

NEED FOR THE STUDY

SCOPE OF THE STUDY

ANJUMAN INSTITUTE OF MANAGEMENT & COMPUTER APPLICATION, BHATKAL Page 25

Primary Data: The methods includes the data collected by,

ANJUMAN INSTITUTE OF MANAGEMENT & COMPUTER APPLICATION, BHATKAL Page 26