INTRODUCTION

Today a two-wheeler plays a vital role in the society. Now-a-days it became a

pride. Two wheelers became necessary, not only for urban people, but also for rural

people who have several necessities with these two-wheelers. Hence the India folk have

became a major area of market for two-wheelers. The life style of rural youth has been

changed and the policy of govt. to construct roadways linking all villages with high ways

is leading to faster growth and development of India villages. We can give several

reasons that can attribute to the growing demand for two-wheelers.

With amendment of motor vehicles act, this has reduced the age of 18 years for

obtaining licence for geared vehicles. The manufactures of two-wheelers are planning to

increase their models in the geared two-wheelers section in the immediate future.

Two-wheelers will speed up economic activity of the people belonging to rural

areas. Thus two-wheelers suitable best to fulfill the transportation needs of rural family.

However, with increase in petroleum prices, the prospective buyers of two-

wheelers are contemplating and searching for two-wheelers, which is economical in

consumption of petroleum and durability.

 The demand for two-wheelers in India is dependent upon factors like availability

of finance, increase in income levels and restricted growth in public transportation and

movement in petrol prices. All other factors except petrol price factor have positive

correlation with the demand for two-wheelers. The increase in petrol prices in the

country adversely affects the demand for two-wheelers, due to the increase in the

running cost of vehicle.

Two-wheelers are distinguished on different factors for different consumer

segments. For example high-powered two-wheelers have a niche markets

racing/sporting vehicles and have a special appeal to youngsters. Teenagers and low

maintenance lure urbanities. The lower end of the market looks for durability, value for

money and higher resale value.

The motor cycles being increasingly used by youngsters/bachelors in urban areas

and by rural folks a steady means of personal transportation. Bigger wheels, better road

grip, higher ground clearance, power fuel efficiency and low maintenance cost are the

major attributes of this segment.

Over the past few years, the two-wheelers market has witnessed a major shift

from scooter to motorbikes.

However, the young boys, who want to assert themselves in their friend circle

and want to make a statement about their young personality, are purchasing high-

powered bikes.
 The middle class youth especially those in marketing and jobs are mostly buying

Motorbikes. In fact, the couples and bachelors are going for bikes for their good average

consumption expenditure and speed. Youngsters’ feels that it helps to make good

impression on girls when you have motorcycle.

The market experts admit that it is the lean period for sales of bikes as well as

scooters. They say that the sales usually pick up at the end of financial year or during

festival seasons, when the companies offer some discounts or freebies. Despite

increasing heat of the competition, the Hero Honda is still trying to hold the 100-CC

market through Splendor and Passion models.

The dealers say that Hero Honda bikes are more preferred by educated urban

youth and executives to the rural ties, where the financiers are not ready to take risks

due to fluttering and difficulty to calculate agriculture incomes.

The customers say that the manufactures would have to share the profit with

customers, instead of just relaying on advertising campaign. The entry Chinese bikes,

which could force them to cut down process, may have been stalled by higher duties for

time being, but it cannot be postponed forever. They would have to come up with more

up with more fuel efficient and cheap models that still determining factors to boost

sales.

The first transportation utilized by the people was bicycle. Later, as there was a

need for more comfort, people preferred scooter for their transportation. Keeping in

mind, the preferences of customers, companies came forward to capture the two
wheeler market by introducing bikes. The outcome for ex., Hero Honda, Suzuki,

Kawasaki etc

We find many advantages for using a bike when compared to a four wheeler. A

bike can travel through narrow roads, parking can be easy, and maintenance can be

easy when compared with a four wheeler.

People prefer to use a bike instead of a four wheeler for various reasons since it

can be easily accessed. For example, people go on a bike to go to a market near by, for

shopping etc., more ever, today youngsters are preferring bikes rather than four

wheelers. So, in order to entice the target group i.e., youngsters firms are coming

forward by customizing their products and also serving the purpose.

OBJECTIVES:

This project is undertaken with the main object of customer satisfaction of Honda

bikes in Karimnagar town the following are the objectives of the project work.

1) To analyze the customer satisfaction of HONDA ACTIVA two-wheeler.

2) To know the market share and the customers of HONDA ACTIVA brands.

3) To know the factors those are influencing the customers to buy the HONDA brands.
METHODOLOGY:

To study this project a systematic procedure has been followed in collection,

analysis and interpretation of the data. For collecting the data both primary and

secondary data were used.

PRIMARY DATA:

Primary data is collected from the sixty customers in Karimnagar town. For this

purpose a structured questionnaire is administrated to them to elicit the required

information to analyze the customer satisfaction of HONDA ACTIVA two-wheelers in

Karimnagar.

SECONDARY DATA:

Secondary data has been collected from business journals, magazines. Further

simple statistical tables has been used simple percentages have been calculated where

necessary and interpretation has been done.

 SCOPE OF STUDY:

In order to study the “Customer Satisfaction towards HONDA ACTIVA”, SAMRAT

HONDA in Karimnagar. Which has been customerised the two-wheelers particularly of

SAMRAT HONDA company has chosen.

The host organization SAMRAT HONDA has been customerised HONDA ACTIVA

vehicle and the study is wide. So it has been selected for present study.

To evaluate the customer satisfaction about two-wheelers. I.e. HONDA

ACTIVA questionnaire was framed and circulated to owners of HONDA ACTIVA vehicle is

the main source of the study.

LIMITATIONS:

The following are the limitations of the project.

1. A survey on customers of HONDA ACTIVA vehicle is restricted to

Karimnagar town.

2. There is a limited time to study the project it is difficult to collect

more information. Therefore a deep study is not possible.

3. The given information by the customers may not be correct as their

opinions, attitudes etc.., may differ from others.

4. It is collected only from 60 customers

5. It has been done in 45 days

CHAPTERISATION:

CHAPTER-I: Includes the Introduction, Scope of study, Objectives, Limitations

where present study is based on the primary data and secondary data which is named

as Introduction.

CHAPTER-II: Includes company profile, about products and origin profile which is

named as Organization Profile.

CHAPTER-III: Includes Customer Satisfaction, Customer expectation and measuring

satisfaction ---------- Theoretical Aspects

CHAPTER-IV: Includes Interpretation of data which is named as Customer

Satisfaction towards HONDA ACTIVA------ an empyreal evolution.

CHAPTER-V: Conclusions & Suggestions

 ORGANIZATIONAL PROFILE

COMPANY PROFILE

HISTORY:

Honda Motor Company limited is the world’s largest motorcycle and engine

manufacturer and of the leading automakers with a global network of 437 subsidiaries

and affiliates. It has 127 manufacturing facilities in 28 countries outside Japan,

producing motorcycles, automobiles and power products with net sales of US$ 87.7

billion in the year 2005-06.

Honda develops, manufactures, and markets a wide variety of products ranging

from small general-purpose engines and scooters to specialty sports cars.

HONDA MOTOR IN INDIA:

Honda operates in India through the following subsidiaries and joint ventures:

HONDA MOTORCYCLE AND SCOOTER INDIA (PRIVATE):

Honda Motorcycle and Scooter India Pvt Ltd. (HSMI) was established in 1999 and

is a fully owned subsidiary of Honda Motor Company Ltd., Japan. The company
manufactures and markets motorcycles and scooters in India. Its manufacturing plant is

near Gurgaon and has an annual capacity of 750, 000 units.

PRODUCTS:

HMSI works on a Market–IN concept, which focuses on understanding customer

needs and desire and translating them into product specifications. It is due to this

concept that with in just five years of its launch in India, HMSI has changed the Indian

two wheeler market with its products – HONDA ACTIVA, DIO, ETERNO, UNICORN &

Newly launched SHINE.

SHINE:

A masterful blend of form and function, the new Honda Shine brings together

the best of all that is sought in a motorcycle into one awe inspiring piece of automotive

technology.

Equipped with a host of advanced technologies like Multi Mapping CDI, Tumble

Flow Combustion Chamber, Long Intake Pipe and Connecting Tube, CV Carburetor, 2

Way Air Jacket and Pulse Exhaust System, the newly developed 125 cc 'OPTIMAX’ engine

delivers class leading 10.3 BHP which enables Honda Shine to deliver the best balance of

pickup and mileage.

 Designed to ensure superior ride quality and ease of handling through

revolutionary Ergo Tec design, which is based on Human engineering Honda Shine will

set new benchmarks in the Indian 125cc motorcycle segment.

Honda Shine completes a 0 – 60kmph run in just 5.3 seconds and returns a class

leading 65kmpl in the process in the Indian riding mode.

Honda Shine has been endowed with new modern intelligent style appeal, which

possesses a balance of decent looks with tough & macho appeal and an image of sporty

looks with international taste that lends the HONDA SHINE a Decent and stylish look.

UNICORN:

Powered by a newly developed Honda 4-stroke 150cc engine and incorporating

many cutting-edge technologies developed by Honda's global R&D team, Unicorn sets

new benchmarks for premium motorcycles in India with its swift acceleration, superior

mileage, captivating style, riding comfort and convenience.

Unicorn is engineered and styled for the tastes of the younger generation having

focused vision in lives. With the 4-stroke 150cc engine delivering a whooping 13.3 bhp,

Unicorn is the fastest premium motorcycle in India racing from 0 to 60 kms per hour in a

mere 5 seconds. Unicorn has a distinctive sporty and macho design with a racy front

face, masculine fuel tank with knee grip and a natty rear.

Unicorn offers superior mileage through a combination of the famed 4-stroke

Honda engine, cutting edge technologies like Multi-Mapping CDI, Tumble Flow

Combustion Chamber and Roller Rocker arm, and a classy aerodynamic body. It delivers

60km to a litre.
 Unicorn is the first motorcycle in India with the hi-tech mono suspension that

enhances riding comfort and control, and is now available in new Sleek Graphics.

ETERNO:

An entirely new standard in scooters. Tough, sleek and with the best mileage in

its class. Designed especially for the Indian conditions & to suit your everyday needs.

The Eterno is a tough & stylish 4-stroke scooter incorporating the best of

Honda’s worldwide technology standards. Right from the engine to the body frame,

each part is designed to be more durable & withstands the rough & tough Indian

conditions.

ETERNO is a new Indian standard scooter that defies conventional ideas about a full

size scooter in India. To those who have resigned to the fact that present full size

scooters do not satisfy their basic needs of riding comfort, loading capacity & better fuel

efficiency, ETERNO is a big surprise as it has got:

1) Reliable, newly designed 4-stroke 150cc engine

2) Best fuel efficiency in its class (60 kmpl)

3) Ample, practical loading capacity

4) Riding comfort even during multiple ride

5) Masculine, tough & sleek styling

So shed your worries about the full size scooter as "Geared Surprise from Honda is

here." So, go ahead & enjoy the ride

DIO:

One look at DIO will tell you it’s more an accessory than a mere convenience. As

India’s first motoscooter, it blends the looks of a motorcycle with the comfort of a

scooter. The body-mounted headlamp and sleek indicators leap right off the front.

Ample legroom gives you an elegant poise. The body tapers into the tail light and yet

continues to draw attention. Of course, the DIO qualifies us to have the last word on

style. If there ever existed an attention magnet, the DIO is it.

ABOUT ACTIVA:

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 2001.

By design, the ACTIVA lets anybody in the family get their hands on it. To make

riding fun, we removed the gears and retained only those controls which can be safely

left to your reflexes. Like the accelerator and the brakes in a lightweight body. So now,

mothers can enjoy an easy ride while fathers will appreciate its sturdy build.

In fact, an ACTIVA has something in it for everyone. We’ve got two new colour

graphic stickers, a flamboyant one for the young rider who adheres to style. And for the

mature rider we have got a more sober looking sticker, a reflection of their personality.

You’ll never see ease, technology and style come together in such a smooth way. As in

the HONDA ACTIVA.

FEATURES:
The HONDA ACTIVA has been designed for the new era. Developed on Honda's

globally tested 4-stroke technology, it comes with a host of new features, which are

designed to maximize riding comfort and ease of use.

FLUSH SURFACE:

Integrated headlight/indicators create a smooth form along the

handlebar

Overall sleek aerodynamic design provides increased fuel economy

MULTI-REFLECTER LIGHT:

The first scooter in India equipped with a multi-reflector light

Reflectors and lens convert light from a 35 W lamp into a strong beam

LOW SEAT WITH HIGH GROUND CLEARENCE:

The highest ground clearance in its class at 145mm above ground

High enough ground clearance to drive smoothly through bad roads and speed

breakers

Low seat height and thinner floor means no strain when putting feet on the

ground, despite high ground clearance

MOVABLE FRONT FENDER:

 The front fender moves with the front wheel, responding to handle bar

movement

Less chances of causing minor collisions because the front fender does not block

the driver's view of the front wheel's path

SLEEK AND AERODYNAMIC STYLING:

The new standard body design of HONDA ACTIVA is fashionable as well as

practical. Its compact body offers ease of handling and delivers performance and

reliability.

RIDING POSITION:

The riding position is specially designed to make handling easy and reduce rider

fatigue

Rider feels relatively easy, as his/her back remains straight and relaxed

LOW NOISE 4-CYCLE ENGINE:

The newly developed 4-cycle engine offers lower noise levels than competing

models

A quieter ride with decreased vibration results in less fatigue, even after long rides

METAL BODY:
 The metal body offers a cost-effective option of repair by denting and painting.

There is no need to replace any part completely.

CLIC MECHANISM:

The Convenient Lift Up Independent Cover (CLIC), adopted for the first time on

a scooter in India, makes maintenance easier and faster, helping the rider to get back on

the road much quicker than any other scooter. This feature enables you to easily lift up

the HONDA ACTIVA’S rear body cover like the bonnet of a car.

TUFF UP TUBE:

The tuffup tube prevents the sudden loss of air pressure by sealing holes or

cuts made in the tube by the piercing of any foreign object.

The tuffup tube is not 100% puncture proof as it can't prevent punctures caused

by large or "L" shaped holes, in areas not covered by the liquid compartment; or when

small holes become larger. Whenever you find a foreign object nailed on the tyre please

remove it immediately and get the tube repaired at the nearest puncture shop.

FUEL MILEAGE:

Fuel mileage of ACTIVA is around 50 kmpl, as per HMSI test conditions.

However, it also depends on certain aspects, like weight of passengers, load carried,

traffic conditions, users' driving habits, riding speed, etc.

ACCESSORIES:

The accessories for HONDA ACTIVA have been designed to match the unique

styling of the scooter.

LARGE INNER BOX:

A spacious box that increases the loading capacity of the Honda ACTIVA. Perfect

for families and executives who need to carry more things while traveling.

SPORTY INNER BOX:

A sleek and sporty inner box neatly divided into compartments. Riders can now

place different things in different sections

SIDE STAND:

A must when the rider plans to make frequent stops. No hassle of struggling to

put the scooter on the stand.

SAREE STEP:

Highly recommended when the pillion rider is a lady. Enhances her riding

comfort and convenience when getting on or off the scooter and even during riding.
STEPNEY FRAME:

A stylish frame for carrying a spare tyre. Designed not to affect the beautiful

looks of the HONDA ACTIVA

HONDA ENGINE OIL:

For smooth running of your ACTIVA, use Honda 4 Stroke Engine Oil

Technical Specifications
 Type 4-stroke, Single cylinder, air cooled, OHC

Displacement 102 cc

Max. Power 7 Bhp @ 7000 rpm

Engine
Max. Torque 0.8 Kg-m @ 5500 rpm

Transmission V-Matic

Ignition Self / Kick

Battery 12V, 5Ah

Electricals
Headlamp 35W

Frame High rigidity Under Bone type

Dimensions
1765 x 715 x 1130 mm
(lxbxh)

Chassis Wheel Base 1235 mm

Seat Height 760 mm

Ground
145 smm
Clearance

Bottom Link with spring loaded hydraulic

Front
Suspension damper

Rear Unit swing with spring loaded hydraulic damper

Front 3.50 - 10, 4 PR

Tyre Size
Rear 3.50 - 10, 4 PR

Front Drum, 130 mm dia

Brakes
Rear Drum, 130 mm dia

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.

THE PHILOSOPHY:

HMSI operates on a principle, which is followed worldwide by all Honda

companies. Maintaining a global viewpoint, we are dedicated to supplying products of

the highest quality, yet at a reasonable price for worldwide customer satisfaction.

Honda's philosophy is based on the company's guiding principle and

advocates 2 fundamental beliefs:

RESPECT FOR THE INDIVIDUAL:

 Honda recognizes and respects individual differences. The respect for individual

stems from the following three points:

• Initiative

• Equality

• Trust

It is the contribution from each individual in the company that has

made our company what it is today and that, which will take us into the future

THE FACTORY:
 The HMSI factory is spread over 52 acres, with a covered area of about 85,815

square meters at Manesar, Gurgaon district of Haryana. The foundation stone for the

factory was laid on 14th December 1999 and the factory was completed in January

2001. The initial installed capacity was 100,000 scooters per year, which has reached

6, 00,000 scooters by the year by 2007 and motorcycle capacity shall be 4, 00,000 per

annum. The total investment outlay for the initial capacity was Rs. 215 crores and now

the accumulated investment is 800 crores.

FEW OF THE IN HOUSE FACILITIES

• GRAVITY DIE CASTING & LOW PRESSURE DIE CASTING:

Gravity Die-Casting & Low pressure Die Casting Sections are for manufacturing

critical engine parts.

• WELDING ROBOT:
Weld Shop has spot welding, seam welding and MIG welding machines to weld

various sheet metal parts to form the basic frame and other scooter panels.

• PAINT SHOP ROBOT:

Paint Shop has a conveyor system, which is unique amongst all Honda Factories

in the world. The conveyor car carrying the parts is rotated and dipped so as to enable

good paint adhesion, high gloss and superior paint finish. Robots are used in painting for

improved paint finish.

• ENGINE ASSEMBLY:
Engine Assembly is done in an enclosed air pressurized area to protect the

engine from dirt and dust. Each of the engines is then inspected for various parameters.

• FRAME ASSEMBLY:
Frame Assmebly is done at the slat conveyor. After the Frame Assembly line is

the roller tester to check the final scooter quality before handing over to dispatch.

THE GROUP COMPANIES:

HONDA WORLDWIDE:

Honda Motor Company, Japan with its headquarters in Tokyo, has manufacturing

operations in 32 countries with 109 production bases. It has 3 business divisions namely

2-wheelers, 4-wheelers and Power Products. Apart from HMSI that manufactures 2-

wheelers, the other business divisions in India include Honda Siel Cars India Limited

(HSCI) and Honda Siel Power Limited (HSPL).

The company principal of Honda Worldwide is dedication to supplying products of

the highest quality yet at a reasonable price for worldwide customer satisfaction.

HONDA SIEL CARS INDIA LIMITED (HSCI):

Honda Siel Cars India Ltd., (HSCI) was incorporated in December, 1995 as a joint

venture between Honda Motor Co. Ltd., Japan and Siel Limited to manufacture HONDA

Passenger Cars in India. The company is ISO 9002 & ISO 14001 certified.

Company’s products include the 7th Generation Honda ’ACCORD’, launched in August,
2003 and new Honda ’CITY’, launched in October, 2003. The company is also engaged in

selling its CR-V model through the CBU importation programme from Japan.

HONDA SIEL POWER LIMITED (HSPL):

Honda Siel Power Ltd (HSPL) is a Joint venture between Honda Motor Co., Japan

and Siel Ltd.India. Currently Honda Motor Company, Japan has a 67% Equity Stake in

this company. It was incorporated in September 1985 and produces a range of Power

Products in India, like Portable Gensets, Portable Engines, Portable Water Pumping set

and Lawnmowers.

HONDA R&D (INDIA) PRIVATE LIMITED:

By establishing R&D facilities in three key regions beyond Japan (designated as

the Americas, Asia and Europe), Honda R&D develops technologies and products that

reflect the needs of people in individual regions, yet bound together by common values

including environmental preservation and regional economic development.

The company's objective is to make an R&D that works jointly with the people of India

to produce motorcycles for the enrichment of society and lifestyle of users of India
 ORGANISATION PROFILE

SAMRAT HONDA, the famous two wheeler organizations which is established in

all over India even took its origin in district Karimnagar in the year 2003.

This organization is being managed by the managing director Mr.A.Sudhakar and

the managing partner Mr.M.D.Akbar. Both the managers manage the staff members’

upto 27.

The organization is located in kothirampoor, Hyderabad road, Karimnagar which

is a business oriented area.

The vehicles that are sold in this organization are being transported from the

state Harayana of north India .This organization takes much care regarding the loading

and unloading the transported vehicles.

Here, the communication between the sellers and buyers are good. There is a

polite way of communication between both the parties.

Organizational staff members receive the customers in a good manner

customers even come to the organization to clear the doubts or queries they have

regarding the bike.

They are some more branches of this organization. They are even located in

Jagityal and NTPC of same district.

Even the organizations provide four free services and to years of warranty even

after the bike are sold once.

 THEORITICAL ASPECTS

CUSTOMER SATISFACTION:

Whether the buyer is satisfied after purchase depends on the offer’s

performance in relation to the buyer’s expectations. In general, satisfaction is a person’s

feelings of pleasure or disappointment resulting from comparing a product’s perceived

performance in relation to his or her expectation. If the performance falls short of

expectation, the customer is dissatisfied. If the performance exceeds expectations, the

customer is highly satisfied or delighted.

Although the customer-centered firm seeks to create high customer satisfaction,

that is not its ultimate goal. If the company increases customer satisfaction by lowering

its price or increasing its services, the result may be lower profits. The company might

be able to increase its profitability by means other than increased satisfaction. Also, the

company has many stake-holders, including employees, dealers, suppliers and

stockholders. Spending more to increase customer satisfaction might divert funds from

increasing the satisfaction of other “partners”. Ultimately, the company must operation

the philosophy that it is trying to deliver a high level of customer satisfaction subject to

delivering acceptable levels of satisfaction to the other stakeholders, given its total

resources.
CUSTOMER EXPECTATION:

How do buyers form their expectations? From past buying experience, friends’

and associates’ advice, and marketers’ and competitors’ information and promises. If

marketers raise expectations too high, the buyer is likely to be disappointed. However, if

the company sets expectations too low, it won’t attract enough buyers. Some of today’s

most successful companies are raising expectations and delivering performances to

match. When General Motors launched the Saturn car division, it changed the whole

buyer-seller relationship with a New Deal for car buyers: There would be a fixed price a

30-day guarantee or money back; and sales people on salary, not on commission. Look

at what high satisfaction can do.

A customer’s decision to be loyal or to defect is the sum of many small

encounters with the company. Consulting firm Forum Corporation say that in order for

all these small encounters to add up to customer loyalty, companies need to create a

“branded customer experience”. Here is how San Francisco’s Joie de Vivre chain does

this.
MEASURING SATISFACTION:

Many companies are systematically measuring customer satisfaction and the

factors shaping it. For example, IBM tracks how satisfied customers are with r\each IBM

salesperson they encounter, and makes this a factor in each salesperson’s

compensation.

A company would be wise to measure customer satisfaction regularly because

one key to customer retention is customer satisfaction. A highly satisfied customer

generally stays loyal longer, buys more as the company introduces new products and

upgrades existing products, talks favorably about the company and its products, pays

less attention to competing brands and is less sensitive to price, offers product or

service ideas to company, and costs less to serve than new customers because

transactions are routine.

The link between customer satisfaction and customer loyalty, however, it is not

proportional. Suppose customer satisfaction is rated on a scale from one to five. At a

very low level of customer satisfaction, customers are likely to abandon the company

and even bad-mouth it. At levels two to four, customers are fairly satisfied but still find

it easy to switch when a better offer comes along. AT level five, t6he customer is very

likely to repurchase and even spread good word of mouth about the company. High

satisfaction or delight creates an emotional bond with the brand or company, not just a

rational preference. Xerox’s senior management found out that its “completely

satisfied” customers were six times more likely to repurchase Xerox products over the

following 18 months than its “very satisfied” customers.

 When customers rate their satisfaction with an element of the company’s

performance-say, delivery-the company needs to recognize that customers vary in how

they define good delivery. It could mean early delivery, on-time delivery, order

completeness, and so on. The company must also realize that two customers can report

being “highly satisfied” for different reasons. One may be easily satisfied most of the

time and the other might be hard to please but was pleased on this occasion.

A number of methods exist to measure customer satisfaction. Periodic surveys

can track customer satisfaction directly. Respondents can also be asked additional

questions to measure repurchase intention and the likelihood or willingness to

recommend the company and brand to others. Paramount attributes the success of its

five theme parks to the thousands of Web-based guest surveys it sends to customers

who have agreed to be contacted. During the past year, the company conducted more

than 55 Web-based surveys and netted 100,000 individual responses that described

guest satisfaction on topics including rides, dining, shopping, games, and shows.

Companies can monitor the customer loss rate and contact customers who have

stopped buying or who have switched to another supplier to learn by this happened.

Finally, companies can hire mystery shoppers to pose as potential buyers and report on

strong and weak points experienced in buying the company’s and competitors’

products. Managers themselves can enter company and competitor sales situation

where they are unknown and experienced firsthand the treatment they receive, or
phone their own company with questions and complaints to see hoe the calls are

handle.

For customer satisfaction surveys, it’s important that companies ask the right

questions. Frederick Reichheld suggests that perhaps only one question really matters:

“Would you recommend this product or service to a friend?” He maintains that

marketing departments typically focus surveys on the areas they can control, such as

brand image, pricing, and product features. According to Reichheld, a customer’s

willingness to recommend to a friend results from how well the customer is treated by

front-line employees, which in turn is determined by all the functional areas that

contribute to a customer’s experience.

In addition to tracking customer value expectation and satisfaction, companies

need to monitor their competitors’ performance in these areas. One company was

pleased to find that 80 percent of his customers said they were satisfied. Then the CEO

found out that its leading competitor had a 90 percent customer satisfaction score. He

was further dismayed when he learned that this competitor was aiming for a 95 percent

satisfaction score.

For customer-centered companies, customer satisfaction is both a goal and a

marketing tool. Companies need to be especially concerned today with their customer

satisfaction level because the Internet provides a tool for consumers to spread bad word

of mouthas well as good word of mouthto the rest of the world. On Web sites like

troublebenz.com and lemonmb.com, angry Mercedes-Benz owners have been airing

their complaints on everything from faulty key fobs and leaky sunroofs to balky

electronic that leave drivers and their passengers stranded.

Companies that do achieve high customer satisfaction ratings make sure their

target market knows it. When J .D. Power began to rate national home mortgage

leaders, Countrywide was quick to advertise its number-one ranking in customer

satisfaction. Dell Computer’ meteoric growth in the computer systems industry can be

partly attributed to achieving and advertising its number-one rank in customer

satisfaction.

The University of Michigan’s Claes Fornell has developed the American Customer

Satisfaction Index (ACSI) to measure the perceived satisfaction consumers feel with

different firms. Industries, economic sectors, and national economies. Examples of firms

that led their respective industries with high ACSI scores in 2003 are Dell (78), Cadillac

(87), FedEx (82), Google (82), Heinz (88), Kenmore (84), Southwest Airlines (75), and

Yahoo! (78).
ANALYSIS:

The present project is aimed at analyzing the Customer Satisfaction Towards

HONDA ACTIVA two-wheeler in Karimnagar town. For this purpose data has been for

collected administrating schedule questionnaire to a sample of 60 respondents of the

information has been collected from them. The information has been properly classified

and interpreted as under.

 Table-1

AGE CONSIDERATION:

CATEGORY NO. OF RESPONDENTS PERCENTAGE

Below-25 34 56.67
25-35 09 15
35-45 10 16.67
Above-45 07 11.66
Total 60 100

Fig.1
The above table evaluates the age consideration of the respondents as to which group

consumers are having more HONDA ACTIVA vehicles.

It was found that majority of the consumers i.e., 56.67 percentage of the

respondents are belongs to the age group of Below-25, 15 percentage of the

respondents are belongs to the age group of 25-35. 16.67 percentages of the

respondents belong to the age group 35-45 and 11.66 percentages of the respondents

belong to the age group of above 45.

 Table-2

EDUCATIONAL QUALIFICATION OF THE CUSTOMERS:

CATEGORY NO. OF RESPONDENTS PERCENTAGE

Intermediate 10 16.67
Graduation 32 53.33
Post-Graduation 12 20.00
Technical Qualification 05 08.33
Others 01 01.67
Total 60 100

Fig.2
The above table shows the educational qualification responses received from the

customers.

It was found that out of total respondents 16.67 percentage of the respondents

belongs to intermediate, 53.33 percentages of the respondents belong to the section of

graduation, 20 percentages of the respondents belong to post graduation, 8.33

percentages of the respondents belong to the technical field like engineering and 01.67

percentages of the respondents belong to other group.

 Table-3

OCCUPATION:

CATEGORY NO. OF RESPONDENTS PERCENTAGE

Business 30 50.00
Government Employee 04 06.67
Private Employee 06 10.00
Others 20 33.33
Total 60 100

Fig.3

It was found that majority of the customer i.e. 50 percentage of the respondents

belong to business, 6.67 percentage of the respondents are government employees, 10

percentage of the respondents are private employees and remaining 33.33 percentage

belong to other category of employment.

By this we conclude that most of the customers belong to business category and

they mostly use HONDA ACTIVA for business purpose

Table-4
 MONTHLY INCOME OF CUSTOMERS:

CATEGORY NO. OF RESPONDENTS PERCENTAGE

Below 5000 22 36.67
5000-10000 15 25.00
10000-15000 09 15.00
Above-15000 14 23.33
Total 60 100

Fig.4

36.67 percentage of the customers are earning below 5000, 25 percentage of the

respondents are earning between 5000-10000, 15 percentage of the respondents are

earning 10000-15000 and 23.33 percentage of the respondents are earning above

15000 rupees of income.

By this we can conclude that the price and maintenance of HONDA ACTIVA is

affordable by low income group people also.

 Table-5
SOURCES OF AWARENESS:

CATEGORY NO. OF RESPONDENTS PERCENTAGE

Friends 20 33.33
Neighbours 06 10.00
Relatives 08 13.33
Media 15 25.00
Others 11 18.33
Total 60 100

Fig.5

It was found that out of the total respondents, 33.33 percentage of the

respondents came to know about the product through friends, 10 percentage of the

customers came to know about the product from the reference of neighbours, 13.33

percentage of the respondents came to know about the product through relatives, 25

percentage of the respondents came to know about the product through media like

visual media and press media and 18.33 percentage of the total respondents came to

know about HONDA ACTIVA through various means.

Table-6
 PHYSICAL APPEARANCE:

CATEGORY NO. OF RESPONDENTS PERCENTAGE

Fully satisfied 17 28.33
Satisfied 27 45.00
Partly satisfied 13 21.67
Not satisfied 03 05.00
Total 60 100

Fig.6

The above table explains about the customer’s opinion on the outlook of HONDA

ACTIVA.

By the outlook of ACTIVA among the respondents 28.33 percentage are fully

satisfied with the appearance while 45 percentages of the respondents are satisfied

with the appearance. On the other hand 21.67 percentage of the group of respondents

partly satisfied and rest of 5 percentages are not convinced by its look.

Table-7
 INFLUENCE THROUGH PROMOTIONAL SCHEMES:

CATEGORY NO. OF RESPONDENTS PERCENTAGE

Installment basis 21 35.00
Exchange offer 03 05.00
Net payment 29 48.33
Price reduction 07 11.67
Total 60 100

Fig.7

The above table shows the influence on customers through various promotional

activities of HONDA ACTIVA.

Most of the respondent customers influenced to purchase ACTIVA by

promotional activities out of which 35 percentage of the respondents were purchased

ACTIVA on installment basis while 5 percentages influenced to purchase the vehicle on

exchange offer, 48.33 percentages of the customers purchased on net payment and rest

of 11.67 percentage purchased vehicle under the scheme of price reductions.

Table-8
 COMPANY SERVICES:

CATEGORY NO. OF RESPONDENTS PERCENTAGE

Yes 53 88.33
No 07 11.67
Total 60 100

Fig.8

The above table shows the consumer satisfaction regarding the company

services of SAMRAT HONDA.

From the above table and chart we can know that out of the respondent

customers 88.33 percentage, showing a high majority of consumers satisfied by the

services of Honda while on the other hand 11.67 percentages of the total customers are

not satisfied by the company services.

Table-9
 FIRST PERCEPTION REGARDING VEHICLE:

CATEGORY NO. OF RESPONDENTS PERCENTAGE

Comfort 28 46.67
Pick-up 14 23.33
Mileage 07 11.67
Good look 11 18.33
Total 60 100

Fig.9

The above table tells us that the first impression/perception of customer regarding

vehicle.

The above table reveals that of the total respondents 46.67 percentage have first

persuaded a sense of comfort, 23.33 percentage customers are attracted for its pick-up

11.67 percentage of respondents have an impression for is good mileage and rest of

18.33 percentage are attracted by its good look.

 Table-10
FEATURES IN VEHICLE:

CATEGORY NO. OF RESPONDENTS PERCENTAGE

Comfort 14 23.33
Pick-up 10 16.67
Mileage 10 16.67
All the above 26 43.33
Total 60 100

Fig.10

The above table shows us that the respondent responses regarding the features of

HONDA ACTIVA.

Out of the respondents 23.33 percentage have an outlook that ACTIVA has a

comfort style and feature, pick-up and mileage are the other features which contributes

16.67 & 16.67 percentages of the total percentage and rest of the major portion of

respondents have an opinion that ACTIVA not only have the features of comfort, pick-up

and mileage but it is a mixture of all the three and rest of the 43.33 percentage accepts

it have all the above features.

 Table-11
PERCEPTION POINT OF VIEW OF THE BRAND:

CATEGORY NO.OF RESPONDENTS PERCENTAGE

Excellent 14 23.33
Good 30 50.00
Average 12 20.00
Indifferent 04 06.67
Total 60 100

Fig.11

The above table shows the customer opinion regarding the rank of HONDA

ACTIVA.

The above table reveals that of total respondents 23.33 percentage of the

respondent said that the brand is excellent,50 percentage of respondents exclaimed

that the brand is good, 20 percentage of the respondents have a opinion that regarding

brand is average and 6.67 percentage has a view regarding the brand is indifferent.
 Table-12
COMPETING WITH HONDA ACTIVA:

CATEGORY NO.OF.RESPONDENTS PERCENTAGE

Hero Honda 14 23.33
Bajaj 15 25.00
Kinetic 11 18.33
TVS 17 28.33
Others 03 05
Total 60 100

Fig.12

Out the total respondents in regard with the competition with other companies

23.33 percentages of the customers have an opinion that HERO HONDA is near

competitor to HONDA while 25 percentages of respondents feel that BAJAJ is the

competitor of HONDA. On the other hand 18.33 percentage of respondents have a view

that KINETIC is the competitor for HONDA, in some customers view point, ranging about

28.33 percentage feel that TVS is the competitor for HONDA and rest of 5 percentage

have an opinion that other automobile companies are facing the competition from

HONDA.
 Table-13

SHOWROOM LOCATION:

CATEGORY NO.OF RESPONDENTS PERCENTAGE

Convenient 49 81.67
Not convenient 11 18.33
Total 60 100

Fig.13

The above tabular form gives information about the comfort level of location

which is very accessible to the customers.

Out the respondent customers in view point of 81.67 percentages of the

customers has an opinion that the location of showroom is suitable for the needs of the

customers but 18.33 percentages of the customers have an opinion that the location of

the showroom is not suitable for the needs of the customers

 Table-14
SHOWROOM TIMINGS:

CATEGORY NO.OF RESPONDENTS PERCENTAGE

Yes 53 86.67
No 08 13.33
Total 60 100

Fig.14

The above table shows the customers opinion pertaining to convenience of

timings of SAMRAT HONDA showroom.

Out of the respondent customers of the showroom 86.67 percentages of them

satisfied with the timings of the showroom while on the other hand 13.33 percentages

of the customers show dissatisfactory relating to the timings of the showroom.

 Table-15
COST OF SPARE PARTS:

CATEGORY NO.OF RESPONDENTS PERCENTAGE

Very high 14 23.33
High 20 33.33
Reasonable 26 43.33
Total 60 100

Fig.15

The above table shows the customers opinion relating to the cost of spare parts.

Customers of ACTIVA out of 60 members, 23.33 percentage feel that the cost of

spare parts are very high and 33.33 percentage are opined that the cost of spare parts

are high besides 43.33 percentage of the customers feel that the cost of spares are

reasonable.
 Table-16
WANT ANY CHANGES IN HONDA ACTIVA:

CATEGORY NO.OF RESPONDENTS PERCENTAGE

Yes 40 66.67
No 20 33.33
Total 60 100

Fig.16

The above table explains that is customers are preferring changes in the HONDA

ACTIVA.

Change as the very inevitable factor most of the customers about 66.67

percentages prefer the changes in HONDA ACTIVA while 33.33 percentages are not

accepting the change in HONDA ACTIVA.

 Table-17

MOTIVATION TO OTHERS:

CATEGORY NO.OF RESPONDENTS PERCENTAGE

Yes 52 86.67
No 08 13.33
Total 60 100

Fig.17

The above table explains the customer opinion regarding there motivation

towards other in purchasing HONDA ACTIVA.

Out of the showroom respondents most of the customers ranging to 86.67

percentages will motivate others to buy HONDA ACTIVA and 13.33 percentages are not

interested or they may not motivate others to buy the same vehicle.
 Table-18

COMPETITIVE FACTOR REGARDING THIS BRAND:

CATEGORY NO.OFRESPONDENTS PERCENTAGE

Yes 30 50.00
No 30 50.00
Total 60 100

Fig.18

The above table explains about is there any presence of competitive factors in

product or not.

Out of the respondents regarding the competitive factors 50 percentage of

customers accepted that there is existence of competitive factors and 50 percentages

have an opinion that this doesn’t have any competitive factors.

CONCLUSION:

HONDA ACTIVA which is enjoying a much of market share these days, has been

constant in satisfying its customers up to a wider extent. Most of the credit of which goes

to its comfort level, which is attracting lot of customers towards the purchase of the

vehicle. Also the other exciting features of HONDA ACTIVA, mileage and great pick-up

are playing a dominant role in the customer satisfaction of the vehicle.

A majority of customers of the vehicle are youngsters. The vehicle is very easy to

ride: both men and women are using it. HONDA ACTIVA is being consistent in

drawing the attention of both upper middle income group and lower middle income

group. The showrooms of Honda have succeeded in keeping a much of goodwill in the

market, among all its customers by rendering excellent services.

SUGGESTION:

 The company can concentrate much on advertisements of HONDA

ACTIVA, as the sources of awareness through media are not so

impressive. By this it can also capture the customer who did not purchase

the bike just because of lack of awareness.

 A small portion of customers are not much satisfied with the physical

appearance of the bike; the heart of these customers can be won by

giving them some vibrant and exciting varieties of color-shade to choose

from.

 Modification of the bike can also help the company in maintaining

consistent sales in future.

 QUESTIONNAIRE

1) Name of the respondent: ____________________

2) Sex (Male/Female) ___________

3) For which age group do you belong?

a) Below 25 b) 25-35 c) 35-45 d) Above 45

4) What is your educational qualification?

a) Below Intermediate b) Graduation c) Post Graduation

d) Technical Qualification e) Others (Specify)

5) What is your occupation?

a) Business b) Govt. Employee c) Private Employee d) Others (Specify)

6) What is your monthly income?

a) Below 5000 b) 5000-10000 c) 10000-15000 d) Above 15000

7) How did you know about HONDA ACTIVA?

a)Friends b)Neighbours c)Relatives d)Media e)Others(specify)

8) Are you satisfied by the physical appearance of HONDA ACTIVA?

a) Fully satisfied b) Satisfied c) Partly satisfied d) Not satisfied

9) How do you purchase HONDA ACTIVA?

a) Installment Basis b) Exchange Offer c) Net Payment d) Price Reduction

10) Are you satisfied with the company services after sales?

a) Yes b) No

11) What was your first perception regarding vehicle when you thought of

buying a vehicle?

a) Fully Satisfied b) Satisfied c) Partly Satisfied d) Not Satisfied

12) What are the extra features you like in HONDA ACTIVA?

a) Comfort b) Pick-up c) Mileage d) All the above

13) What is the rank do you give in perception point of view of the

brand HONDA ACTIVA?

a) Excellent b) Good c) Average d) Bad

14) Which company brand do you think is competing with

HONDA ACTIVA?

a) Hero Honda b) Bajaj c) Kinetic d) TVS e) Others

15) What is your showroom location?

a) Convenient b) Not Convenient

16) Are you convenient with showroom timings?

a) Yes b) No

17) What is the cost of spare parts?

a) Very High b) High c) Reasonable

18) Do you want any changes in HONDA ACTIVA?

a) Yes b) No

19) Do you motivate others in order to buy HONDA ACTIVA?

a) Yes b) No

20) What is the best competitive factor regarding this brand with

comparison to others brand you know?

 a) Yes (Specify) ____________ b) No

BIBLIOGRAPHY

1. Philip Kotler, Marketing Management, New Delhi, Prentice Hall

of India Pvt. Ltd., 2000

2. Websites : WWW.google.Com

WWW.yahoo.Com

WWW.honda2wheelersindia.Com

3. Journals and magazines like business India, Auto business