A Study On Customer Preference On Workshop Rather Than Company Dealer

Study on Customer preference on Workshop rather than Company service centres
“A STUDY ON CUSTOMER PREFERENCE ON WORKSHOP

RATHER THAN COMPANY DEALER”
Project report submitted to

UNIVERSITY OF CALICUT
In partial fulfillment of requirement for the award of degree of

BACHELOR OF COMMERCE
Submitted By
DHRISANT
Reg. No: EKAVBCM166
Under the guidance of

MS. NEETHU NAZAR
Assistant professor of commerce
EVER TO EXCEL
DEPARTMENT OF COMMERCE
SAHRDAYA COLLEGE OF ADVANCED STUDIES, KODAKARA
(Affiliated to Calicut University)
2021-2024
Sahrdaya College of Advance Studies, Kodakara

DECLARATION
I, Dhrisant student of sixth semester B.com, Sahrdaya College of Advanced Studies,

Kodakara, do hereby declare that the project entitled, "THE STUDY ON CUSTOMER
PREFERNCE ON WORKSHOP RATHER THAN COMPANY SERVICE CENTERS"
is a record of independent and bonafide project work carried out by me under the supervision
and guidance of Prof. Ms. NEETHU NAZAR, PG Department of Commerce, Sahrdaya
College, Kodakara
The information and data given in the report is authentic to the best of my knowledge. The
report has not been previously submitted for the award of any Degree, Diploma,
Associateship or other similar title of any university or institute.
Place: Kodakara DHRISANT
Date: EKAVBCM166

ACKNOWLEDGEMENT
First of all, I thank Almighty God for standing by me throughout the project for making it
possible for me to complete the project successfully within the stipulated time.
I would like to thank Rev. Dr Devis Chenginiyadan, Executive Director, Sahrdaya College
of Advanced Studies, Kodakara for providing such a huge platform for executing and
approving the project proposal.
I am indebted to Dr. Mathew Paul Ukken, Principal, Sahrdaya College of Advanced Studies,
Kodakara for his support and facilities given during the course of study.
With great respect I express my gratitude to Prof. VJ Thomas, Head of Department of

Commerce, Sahrdaya College of Advanced Studies, Kodakara for her valuable suggestions
and support during the course of study.
I wish to express my gratitude to Dr. Karuna K Nair, Coordinator of Professional Courses,

Sahrdaya College of Advanced Studies, Kodakara whose valuable guidance has helped me to
patch this project and make it full success.
I would deeply thank my project guide Ms. Neethu Nazar, Assistant Professor, Department
of Commerce, Sahrdaya College of Advanced Studies, Kodakara, and all other faculty
members for providing proper guidance.
I feel deeply honoured in expressing my sincere thanks to all who have helped me for
collecting the data during the study.
DHRISANT

TABLE OF CONTENT
CHAPTER CONTENT PAGE NO.
1 INTRODUCTION 1-4
2 REVIEW OF LITERATURE 5-8
3 THEORITICAL CONCEPT 9-15
4 ANALYSIS AND INTERPRETATION 16-32
5 FINDINGS, SUGGESTIONS AND 33-35

CONCLUSTION
6 BIBLIOGRAPHY 36
7 ANNEXURE 37-40

LIST OF TABLES
TABLE TITLE PAGE NO
NO
4.1 Ownership of the Vehicle
4.2 Classification based on Gender
4.3 Proximity of a workshop from home or
workplace
4.4 Effect of pricing and cost of services
influence
4.5 Satisfaction level of service quality
provided by local workshop
4.6 Access of genuine parts for two wheelers
4.7 Satisfaction level of customization options
offered
4.8 Local workshops typically complete repairs
more quickly than company service centres
4.9 Trustworthiness and reputation of a local
workshop
4.10 Level of supporting local businesses
influence the decision
4.11 Level of overall customer service
experience
4.12 Level of transparency in pricing
4.13 Recommendations from friends or family
members
4.14 Community involvement and engagement
of local workshops
4.15 Rate of after sale support provided by
local workshop
4.16 Rate of recommend local workshop
4.17 Preference for local workshops or
company service centres for two-wheeler
maintenance and repairs

LIST OF FIGURES
TABLE TITLE PAGE NO
NO
4.1 Ownership of the Vehicle
4.2 Classification based on Gender
4.3 Proximity of a workshop from home or
workplace
4.4 Effect of pricing and cost of services
influence
4.5 Satisfaction level of service quality
provided by local workshop
4.6 Access of genuine parts for two wheelers
4.7 Satisfaction level of customization options
offered
4.8 Local workshops typically complete repairs
more quickly than company service centres
4.9 Trustworthiness and reputation of a local
workshop
4.10 Level of supporting local businesses
influence the decision
4.11 Level of overall customer service
experience
4.12 Level of transparency in pricing
4.13 Recommendations from friends or family
members
4.14 Community involvement and engagement
of local workshops
4.15 Rate of after sale support provided by
local workshop
4.16 Rate of recommend local workshop
4.17 Preference for local workshops or
company service centres for two-wheeler
maintenance and repairs

CHAPTER I
INTRODUCTION

1.1 INDRODUCTION
India is a well recognize Automobile manufacturing hub worldwide because of low

cost. Due to the high population India is the main market for the automobile industry
due to high demand. Within India also there are many automobiles manufactures
who exports to African and middle east past because the government promotes the
way of exports in India.
Considering current status India’s Auto industry worth 100 billion which is rapidly
increasing from previous year. And expected to reach 160 billion in 2027. This all
tells us the way auto industry is growing. Maruti Suzuki has 39.53% of market share
in India which is highest, and followed by Hyundai Motor company has 15.06% of
market share and TATA has 13.11%. These are the top 3 car manufactures in India.
Then we look at the two wheelers Hero MotoCorp has 34.51% of market share and
followed by Honda Motorcycle and Scooters has 24.83%, TVS has 15.07% of
market share, these are the top 3 manufactures in India.
Every automotive journey is unique, and service provided should reflect that
individuality. In contrast to the often impersonal and rushed atmosphere at service
centers, workshops exude an aura of personalization. The mechanics friendly and
willingness to listen to specific concerns create a more trusting and comfortable
environment for vehicle owner. Our project explores how workshops prioritize the
customer experience and build lasting relationship, instilling a sense of confidence in
their expertise.
At our preference lies the quest for cost effectiveness. Company service centers
often come with high price tags, leaving us searching for more budget friendly
alternatives. Workshops have stood out as beacons of affordability, providing
competitive rate with reasonable quality of service rendered. Our project unravels
how workshops manage to offer such value while making vehicle maintenance such
easy.
As an avid vehicle owner, my experiences have led me to develop a strong

preference for workshop over company service centers when it comes to
maintenance and repair. The reason behind this choice is rooted in the benefits that

workshop offer, including cost effectiveness, personalized service and greater

flexibility.

The study which we have conducted is mainly focused on the two wheelers because
bikes are most popular among the youngsters. It is because of certain factors like
affordability, maintenance and easy to drive.
We have conducted this study to understand how the youngsters maintain their bikes
for long run and preference on workshop rather than company service centers, and to
find how the small workshop workers has more clients compare to big company
service centers comes to repair and other maintenance.
This also help the small workshop workers to develop themselves in future growth
and promote small scale industry.
In this report I will examine into this aspect and share personal story that
demonstrate why workshop have become peoples favored option for ensuring the
optimal performance of vehicles.
1.2 STATEMENT OF PROBLEMS
A study was conducted on the customer “preference on workshop rather than

company service centers” specifically conducted from Sahrdaya college of advance
study.
This study is conducted to find the was workshop workers treat our vehicles
compare to showroom service centers. Every locality there will be 2-3 workshop
compare to company service centers, which shows workshops are popular so to find
“Why people choose workshop?”, “What are difference regarding price and quality
of spear parts and customer satisfaction?”, and “How loyal are their clients?”.
In spite of buying the vehicles form direct manufactures or company certified

service centers’ people are prefer on small workshop on maintenance and repair
rather than company certified service centers or dealers. These all problems can be
resolved in this project.
1.3 SCOPE OF STUDY
The study is conducted to know about the preference workshop rather than company
service centers among the students of Sahardaya College of advance study,
Kodakara because most of the youth are attracted to bikes and to know about how
they maintain their vehicles.

1.4 THE OBJECTIVE OF STUDY

 To identify the factor influencing popularity of workshop rather than company
service centers.
 To find how loyal they are towards the workshop.
1.5 RESEARCH METHODOLOGY
Research methodology is a way to systematically solving how the research is a

science of studying problem. It is a science of studying how the research is done.
The research has explained the method and step adopted for achieving the purpose
of the study and arrive at a meaning full conclusion.
1.5.1 REASEARCH DESIGN
This Project follows Descriptive research design, it is a type of research design that
aims to systematically obtain information to describe a phenomenon, situation, or
population. More specifically, it helps answer that what, when, where, and how
questions regarding the research problem rather than why. As a survey method,
descriptive research design will help researchers identify characteristics in their
target marker or particular population. These characteristics in the population sample
can be identified, observed and measured to guide decision.
1.5.2 POPULATION
The data is mainly collected form the students of Sahardaya college of advance
study, which is estimation of 2000 students in this campus. Among them almost 100
students have 2 wheelers (Bike or Scooty).
1.5.3 SAMPLING TECHNIQUE
Convenience sampling is used in the study. Convenience sampling is a non-

probability sampling method where units are selected for inclusion in the sample
because they are easiest for researcher to access. This can be due to geographical
proximity, availability at a given time, or willingness to participate in the research.
1.5.4 SAMPLE SIZE

Out of total population, sample taken among students that is 50 respondents.
1.5.5 DATA COLLECTION METHOD

 Primary Data
The primary data was collected from the respondents by administering a structured
questionnaire and also through observation and interview with the students within
the campus.
 Secondary Data
The Secondary source of the project;
 Books
 Various websites
1.5.6 DURATION OF THE PROJECT
The study is conducted for a period of 21 days among the students of Sahardaya
college of advance study.
1.5.7 TOOLS FOR ANALYSIS
Percentage analysis is used in this study. It helps to compare one quantity against
another, with the second quantity rebased to 100.
1.5.8 Limitation
 The sample size is limited hence the result of the study cannot be taken as universal.
 Findings of the survey are based on the assumption that the respondents have given
correct information.
 Period of study is limited.

CHAPTER II
REVIEW OF LITERATURE

Review of Literature
1. Abhishake Mishra (2022): If you have to keep the vehicle in the showroom (service
centre) from morning to evening, and still your motorcycle not functioning well, then
there is some corruption with your bike. They prepare the bill for oil change, but
sometimes they don't change if they think bike is not needed, but they never forget to
prepare the bill. They do engine-oil top-up but charge you for whole engine oil
change, plus engine-oil screw charge even if they use the same screw after filling oil.
Sometimes they just clean outside body and charge you all kinds of bills. So, better
service it fronts of your eyes.
2. Yasdeep Saraswat (2022): I have always been preferring the authorized service
stations (especially for "In warranty" time of vehicle) as they:
 train their mechanics to handle those particular engineering/brand.

 mechanics are not trying their first hands on your machine (they are
experienced, first in training & then at service stations except the case you
are allotted a novice ;))
 at good authorized service stations, they have the right tool to operate the
machine and parts, they don't have to invent something (make a jugaad) to
unscrew/fasten it.
 "Tit for Tat" i.e. original for original, preferably they use original spare
parts.
 If your vehicle is new, the warranty claim is safe (As it is clearly mentioned
in warranty booklets to get the vehicle serviced at authorized service
stations timely.)
 Post warranty also, if you are satisfied with the service and can manage with
the bills, go for it.
3. Sakshi Putra (2021): Everyone need money.
But dealerships bills are more transparent even if they have more labour cost. My
experience. With 2 local mechanics are not good. Even if they are said to very
known and close to me, their billing is not transparent at all. Most of the times they
charge high for cheap local spare parts. The rear break shoe charged is for a
premium brand, when I check after few months it was a local made and doesn't
worth half the price charged.

4. Akshy Sharma (2020): In most cases, I would recommend authorized service centre
because if anything goes wrong, you can slam it on the company and they will resolve
your issues. I have faced issues with Royal Enfield service centres in the past but the
company has been more than happy to put people higher up the chain on the issues
and resolve them. On top of that, you have most spare parts readily available with an
authorized service centre which won't be the case with a local mechanic. As our
motorcycles get complicated, it is better to stick to authorised ones because they are
trained to deal with the new technologies that manufacturers adopt. For my other
motorcycle, which is a Yamaha, I prefer a local mechanic but only because that guy
used to work at a Yamaha workshop in the past and used to take care of all my
motorcycle services there.
5. Praveen Singhal (2020): Authorized service centre is always the preferred one for
vehicles. But if your vehicle has already seen a decade on road, high chances that its
parts will not be available with the ASC. In such scenario visit the nearby shop where
you feel confident to go.
6. Madan M Devaiah (2020): First 5 services please get it done from authorized device
centre, because you don't want someone to dig in to your brand-new bike.
Post the 5s' services you could go for an experienced mechanic. Do not just go to a
random workshop please, I know people who have had really bad experience.
If you find a experienced mechanic and your bike is running fine, have it checked once
in a year at least from the authorized service centre to make sure your bike is
absolutely flawless.
7. Azam Shaikha (2019): Question is little unclear about the age of vehicle, but still, we
hardly have choices here. We still lack the good standardised competition to
authorised service stations here. One side we have authorised service stations, which
do have genuine spare parts, but still have lot of bad examples on cost point of view.
ASC prefer just replacement of any failed part, they mostly don’t go for any cost-
effective repairs, and mostly they have skilled unexperienced mechanics. On the
contrary, good local mechanic referred by friend is skilled by experience and gives
cost effective solutions.

8. Khawaja Daulat Khan Sadiqee (2019): For a two-wheeler, it is recommended to go

to an authorized service centre for the following reasons:
1. Expertise: Authorized service centres have trained and certified technicians

who are well-versed in handling the specific brand of your two-wheeler.
2. Genuine Parts: They use genuine parts and fluids recommended by the
manufacturer, ensuring the longevity and performance of your vehicle.
3. Warranty: If you go to an authorized service centre, it won't affect your
vehicle's warranty, which might not be the case if you go to a local
mechanic.
4. Record Keeping: Authorized service centres keep a record of all the
service and repair work done on your two-wheeler, which can be helpful in
the future. However, local mechanics may be more convenient and cost-
effective, especially for simple repairs and routine maintenance. It's always
a good idea to compare the cost and services offered by both and make an
informed decision.
9. Kennette Samuel (2019): When compared to service centres, we get to stay with the
mechanic seeing him work on it. The bad part is that everything g would cost some
money. So, carrying a little extra money would not hurt. A proper mechanic would
always ride the bike and then say whether it needs any sort of repairs or not. So
always check out for such sort of mechanics. Then some mechanics would be good
but lazy. If you have good tolerance, such mechanics would also come in handy.
10. Sibi Chakarvarthi (2017): First things comes first, the original spare parts are
available at the authorized dealers where the road side mechanic won't.
Knowledge about the tech used in the two wheeler for e.g. if they used any ECU chips
in the bikes they will never have a proper diagnosis method or kit, which will result in
poor diagnosis or even worse which even cost you the warranty of your motorcycle.
If anything goes wrong with the service done by authorized dealers we can able to
claim for the new part, in some worst cases you can even get a new bike, these kind of
option you will not have if you done service in road side service centre.
If the service man you are trying to mention is having some good skills and some
upgraded workshop then there is nothing to worry.
11. Saurabh Sharma (2017): If u don't do so make sure u are getting your bike serviced
from a good mechanic, who use standard oils n fluids as recommended by the

company & have good experience of making it up! You'll end up saving a lot in terms
of labour charge. It will be a 'cherry on the cake' if the service centre does not gets to
know about of your bike servicing from somewhere else(unauthorised), in case they
don’t maintain a record. So that you can enjoy benefits under their long-term schemes
(usually talked about at the time of purchase).
12. Shankar (2016): That depends on which vehicle you have some are ok, some are not.
Authorized service centres are more of waste of money, it’s not mandatory of course.
I share my experience with Pulsar 150, but if you are looking for a good service
centre for your two-wheeler here it is, its not branded or authorized by anyone, but
this guy is good in terms of explaining issues in the vehicle repairs / service your bike
really at reasonable cost.
13. Lakshminarayan Pai (2015): I get my bullet serviced at the authorised service
centre. They are not the best around. I tried many local mechanics who were worse
than the authorised service centre. It’s like proverb as follows, A one eyed king
amongst the blind. One pays more at the service centre. Local mechanics use the
hammer a lot more to loosen bolts. You can sue the authorised service stations not a
local mechanic. Else scout for one who is better than authorised service centre and
trust him. Also, in Bangalore the general trend is to deploy minors at garages which I
don't appreciate.
14. Rajasekar (2015): Always one should prefer authorised service centre /Dealer in
Bangalore. The quality of work and cost of service and parts will be reasonable and
controlled by manufacturer. You cannot expect local mechanic will use genuine parts
as well as genuine parts may not be available in the local market easily some time.
Moreover, you can reach the manufacturer in case any think goes wrong with
authorised service outlet.
15. Carcareclub (2014): Road mechanics are to be considered only for emergency
repairs, which should be get re-certified by the authorised company service in interest
of your own safety. Always use authorised service centre for safe and dependable
servicing, even if expensive since it validates your warranty claim in the event of a
breakdown or failure.

CHAPTER III
THEORETICAL CONCEPT

THEORETICAL FRAME WORK
Customer preferences are a central concept in economics, psychology, and marketing.

Understanding the theoretical underpinnings of consumer preferences is crucial for
businesses and policymakers. Here are some theoretical concepts related to consumer
preference:
 Utility Theory: Utility theory, rooted in economics, posits that consumers make
choices to maximize their utility or satisfaction.
 Marginal Utility: Building on utility theory, the concept of marginal utility
suggests that consumers make decisions based on the additional satisfaction or utility
gained from consuming one more unit of product.
 Consumer Choice Theory: Consumer choice theory, also known as rational
choice theory, asserts that consumers make rational decisions by comparing the cost
and benefits of different option. It forms the basis for understanding how consumer
make choice based on their preferences and budget constraints.
 Hedonic Psychology: This psychological theory suggest that consumer
preferences are driven by the pursuit of pleasure and the avoidance of pain. It explores
how emotions, experience, and sensory perception influence preferences.
 Brand Loyalty: Consumer preferences often include strong brand loyalty. This
concept suggests that consumers have a preference for specific brands due to trust,
perceived quality, and positive association.
Understanding these theoretical concepts can help businesses marketers, and policy
makers better anticipate and respond to consumer preferences, leading to more effective
product development, marketing strategies, and policy decisions.
The Automotive industry is a vast and complex sector with various important concepts
that influence its functioning and evolutions. Historically, most vehicles have been
powered by internal combustion engines, which burn fossil fuels like gasoline or diesel to
generate mechanical energy. Due to lack of fossil fuels motor industries turn their trend to
EVs. EVs are Vehicles powered by electricity stored in batteries. The Transition from
traditional ICE (Internal combustion engines) vehicles to EVs is a major trend in the
industry, driven by environmental, concerns and advancement in battery technology.

These concepts encompass the technological, environmental, economic, and consumer-

related aspects of the automotive industry. Staying informed about these concepts is
crucial for industry professionals and policymakers as they navigate the challenges and
opportunities in this ever-evolving Field.
Customer maintenance and services of Two Wheelers
Customer maintenance and service in the context of two-wheelers (motorcycles and

scooters) is critical for ensuring customer satisfaction and safety. Here are key aspects and
best practices for providing effective customer maintenance and service:
 Regular Maintenance Schedule: Encourage customers to follow a regular

maintenance schedule for their two-wheelers. This includes routine checks for oil
changes, tire pressure, brakes, and other critical components.
 Service Intervals: Clearly communicate recommended service intervals based on
mileage or time. Regular services ensure that the two-wheeler remains in optimal
condition and minimizes the risk of breakdowns.
 Qualified Technicians: Employ skilled and certified technicians to work on two-
wheelers. Customers feel more confident when they know their vehicles are being
serviced by professionals.
 Transparent Pricing: Provide transparent pricing for routine maintenance
services and repairs. Avoid hidden fees or unexpected charges to build trust with
customers.
 Genuine Parts: Use genuine manufacturer-approved parts for replacements. This
ensures the longevity and safety of the vehicle.
 Online Booking and Appointment Systems: Implement an online booking
system for service appointments. This convenience helps customers schedule
maintenance at their preferred times.
 Customer Education: Educate customers about basic maintenance tasks they can
perform themselves, such as checking tire pressure and fluid levels. Provide easy-to-
understand guides or videos.
 Warranty Information: Clearly explain warranty terms and conditions to
customers. Ensure they understand what is covered and what is not, and assist them in
making warranty claims when necessary.

 Customer Feedback: Solicit feedback from customers after each service

appointment. This helps identify areas for improvement and ensures that customers
feel heard.
 Safety Checks: Conduct thorough safety checks during every service appointment,
including brakes, lights, and steering components. Safety should be a top priority.
Effective customer maintenance and service not only enhance the longevity and safety of
two-wheelers but also build strong, long-lasting relationships with customers, leading to
brand loyalty and positive word-of-mouth recommendation
A local workshop is a small, often independently-owned or family-operated facility where

various types of repairs, maintenance, or craftwork are performed. These workshops are
typically situated within or near local communities and serve the needs of residents and
businesses in the vicinity. Local workshops can encompass a wide range of specialties,
including automotive repair, woodworking, metalworking, electronics repair, tailoring,
and more. Examples of local workshops include the corner auto repair shop, the
neighbourhood woodworking shop, the local tailor's alteration store, and the nearby
bicycle repair shop. These workshops play an important role in serving the day-to-day
needs of the community, fostering economic activity, and often contributing to the unique
character of a locality.
Advantage of Local Workshops
Local workshops offer several advantages that make them valuable to communities and
customers. Here are some of the key advantages of local workshops:
 Convenience: Local workshops are typically situated close to residential areas,

making them convenient for customers. This proximity reduces travel time and effort
when seeking services or repairs.
 Personalized Service: Local workshop owners and staff often build personal
relationships with their customers. They may know their clients by name and have a
better understanding of their specific needs and preferences.
 Community Support: Supporting local workshops contributes to the economic
health of the community. The money spent at local businesses tends to circulate
within the community, benefiting other local businesses and residents.

 Quick Turnaround: Smaller local workshops often have shorter wait times for
services and repairs compared to larger, busier establishments. This means customers
can get their vehicles or items serviced more quickly.
 Specialized Expertise: Many local workshops specialize in a particular trade or
craft, leading to a high level of expertise in their field. This specialization can result in
better quality work and more tailored solutions.
 Flexibility: Local workshops are often more flexible when accommodating
customer requests. They may be open to customizations, specific repair preferences,
or unique projects that larger chains might not readily undertake.
 Support for Local Jobs: Local workshops create job opportunities within the
community. They hire local talent, which can help reduce unemployment and
strengthen the local job market.
 Customization: Some local workshops offer customization services, allowing
customers to personalize items or vehicles according to their preferences. This is
particularly valuable for individuals looking to create unique products.
 Community Engagement: Local workshops may actively participate in
community events, sponsor local initiatives, or support charities, reinforcing their role
as community contributors.
 Reduced Environmental Impact: By reducing the need for long commutes to
larger businesses, local workshops can help decrease carbon emissions and lower the
environmental footprint associated with transportation.
 Preservation of Local Craftsmanship: Local workshops often preserve
traditional craftsmanship skills that may otherwise be lost in an age of mass
production and globalization.
 Competitive Pricing: In some cases, local workshops offer competitive pricing
compared to larger chains, providing cost-effective options for customers.
 Trust and Reputation: Local workshops often rely on their reputation within the
community. This can lead to a high level of trust between the workshop and its
customers.
 Adaptability: Local workshops can adapt more quickly to changing customer
needs and preferences, offering services and products that align with local trends and
demands.

Overall, local workshops play a vital role in serving the needs of their communities,
fostering economic growth, and providing personalized services that cater to the unique
preferences of local residents. Supporting local businesses helps maintain the vitality of
communities and promotes a sense of belonging and connection among residents.
Comparing Local Workshop and Company Service Centres
Comparing two-wheeler workshops and company service centres involves evaluating

various factors to determine which option may be more suitable for a motorcycle or
scooter owner. Here's a comparison based on key criteria:
 Expertise and Training:
- Company Service Centres: Company service centres typically employ technicians who
receive specialized training and certification from the manufacturer. They have in-depth
knowledge of the specific brand and models they service.
- Two-Wheeler Workshops: Independent workshops may have experienced mechanics,

but their expertise may vary. Some may specialize in certain brands or models, while others
offer general maintenance and repairs.
 Quality of Service:
- Company Service Centres: These centres often use genuine parts, follow manufacturer-
recommended procedures, and have access to the latest diagnostic equipment. This can
result in high-quality service.
- Two-Wheeler Workshops: Quality of service can vary widely among independent

workshops. Some may use aftermarket parts, and the quality of repairs may depend on the
skills of the individual mechanics.
 Convenience:
- Company Service Centres: They are typically located in urban and suburban areas,
making them easily accessible. However, they may have longer wait times for
appointments.
- Two-Wheeler Workshops: Independent workshops can be found in various locations,

including rural areas. They may offer quicker turnaround times and more flexible hours.

 Price:
- Company Service Centres: Services at company service centres tend to be more

expensive compared to independent workshops due to the use of genuine parts and
specialized training.
- Two-Wheeler Workshops: Independent workshops often provide more competitive

pricing for both parts and labour, making them a cost-effective choice.
 Warranty and Guarantees:
- Company Service Centres: Services at company centres often come with warranties,
ensuring that the work is covered if issues arise after the service.
- Two-Wheeler Workshops: Warranties and guarantees can vary among independent

workshops. Some may offer warranties on parts and labour, while others may not provide
such coverage.
 Parts Availability:
- Company Service Centres: They have ready access to genuine manufacturer parts,
ensuring compatibility and quality.
- Two-Wheeler Workshops: Independent workshops may use a mix of genuine and

aftermarket parts, which can affect the performance and longevity of the motorcycle or
scooter.
 Customization and Modification:
- Two-Wheeler Workshops: Independent workshops may be more open to customization

and modification requests, catering to riders looking to personalize their bikes.
- Company Service Centres: Company centres primarily focus on standard maintenance

and repairs and may have limitations on customization options.
 Customer Experience:
- Company Service Centres: The customer experience can vary but often includes
standardized processes and customer service practices.

- Two-Wheeler Workshops: The customer experience may be more personalized, with

some independent workshops building long-term relationships with their customers.
Ultimately, the choice between a two-wheeler workshop and a company service centre
depends on factors such as the brand and model of the vehicle, the owner's budget, their
location, and their preferences for service quality and customization. Some owners may
prefer the reliability and expertise of company service centres, while others may opt for the
affordability and flexibility offered by independent workshops.

CHAPTER IV
ANALYSIS AND INTERPRETATION

TABLE NO:4.1
Table showing Ownership of the Vehicle
Options No. of Respondent Percentage
YES 46 92%
NO 4 8%
TOTAL 50 100%
(Source: Primary Data)
CHART 4.1
8%
92%
YES NO
INTERPRETATION
 From above Table and Chart shows 92% of the respondent owns a Vehicle and
remaining 8% of the responded don’t own or have a vehicle.

TABLE 4.2
Table showing classification based on gender
Options No. of respondent Percentage

MALE 37 74%
FEMALE 12 24%
PREFER NOT TO SAY 1 2%
TOTAL 50 100%
CHART 4.2
2%
24%
74%
MALE FEMALE PREFER NOT TO SAY
INTERPRETATION
 From the above table we can see that 74% of total respondent is Male and 24% are
recognised as Female, 2% of the total respondent are not prefer to say their gender.

TABLE 4.3
Table showing proximity of a workshop from home or workplace when choosing
where to service your two-wheeler

Not Important 2 4%
Slightly Important 7 14%
Moderately Important 14 28%
Important 18 36%
Very Important 9 18%
TOTAL 50 100%
CHART 4.3
40%
35%
30%
25%
20%
15%
10%
5%
0%
Not Important Slightly Important Moderately Important Very Important
Impotant

INTERPRETATION
The distance from home or workplace to the workshop is important. When we see the data,
we can analyse that 36% of the total respondent feels important and 28% of the respondent
choose Moderately Important, 18% of the respondent choose very Important regarding the
distance of workshop from home, 14% of the respondent choose Slightly Important and 4%
of the respondent choose Not Important.

TABLE 4.4
The Table showing the effect of pricing and cost of services influence the decision
to choose a local workshop over a company service centre .

Not Important 1 2%
Important 18 36%
Very Important 5 10%
TOTAL 50 100%
CHART 4.4
40%
35%
30%
25%
20%
15%
10%
5%
0%
Not Important Slighly Impotant Moderately Important Important Very Important
INTERPRETATION
The Chart shows that 36% of the respondent has chosen Important regarding the price and
costing of service followed by 34% of the respondent chosen Moderately Important regarding
cost of service. Only 2% chosen as Not Important in respect of price and cost of service to
influence the decision to choose a local workshop over a company service centre.

TABLE 4.5
The table showing the satisfaction level of service quality provided by local
workshop compared to company service centres

Dissatisfied 0 0%
Slightly Satisfied 13 26%
Moderately Satisfied 16 32%
Satisfied 20 40%
Very Satisfied 1 2%
TOTAL 50 100%
CHART 4.5
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Dissatisfied Slightly Satisfied Moderately Satisfied Satisfied Very Satisfied

INTERPRETATION
By seeing the chart, we can notice that 40% of the respondent are Satisfied with the quality of
the service provided by the workshop. 32% of the respondent are Moderately Satisfied, 26%
of them are slightly Satisfied with their quality of the work and 2% of the respondent are very
satisfied with the work done by the local workshop. No respondent has chosen Dissatisfaction
on the work done by the local workshop compare to company service centres.

TABLE 4.6
The table showing access of genuine parts for two wheelers
Option No. of respondent Percentage
Very Limited 2 4%
Limited 17 34%
Moderate 16 32%
Good 15 30%
Excellent 0 0%
TOTAL 50 100%
CHART 4.6
40%
35%
30%
25%
20%
15%
10%
5%
0%
Very Limited Limited Moderate Good Excellent

INTERPRETATION
By looking at the chart we can analyse that 34% of the respondent thinks that there is only
limited access to genuine parts of two wheelers in local workshop, followed by 32% of
respondent thinks that there is only moderate access to genuine parts. 30% of them thinks a
good access and 4% of respondent says there is very limited access to genuine parts for two-
wheeler.

TABLE 4.7
The table showing Satisfaction level of customization options offered by local workshops
compared to company service centres

Dissatisfied 4 8%
Slightly Satisfied 8 16%
Moderately Satisfied 19 38%
Satisfied 18 36%
Very Satisfied 1 2%
TOTAL 50 100%
CHART 4.7
40%
35%
30%
25%
20%
15%
10%
5%
0%
Dissatisfied Slightly Satisfied Moderately Satisfied Satisfied Very Satisfied

INTERPRETATION
From the chart, 38% of the respondent is moderately Satisfied with the customization option
offered by the local workshop. 36% of respondent are satisfied with the options, 16% of them
are slightly satisfied and 8% of the respondent are dissatisfied with the customization options
from local workshop, at last only 2% of the respondent are very satisfied with the options
given by the local workshop compare to company service centres.

TABLE 4.8
The table showing Local workshops typically complete repairs more quickly than
company service centres.

Much Slower 1 2%
Slightly Slower 11 22%
Similar 14 28%
Slightly Faster 18 36%
Much faster 6 12%
TOTAL 50 100%
CHART 4.8
40%
35%
30%
25%
20%
15%
10%
5%
0%
Much Slower Slightly Slower Similar Slightly Faster Much Faster

INTERPRETATION
From the above chart, 36% of the respondent think that local workshop repairs Slightly Faster
than company service centres. 28% of respondent says its similar time is taken compare to
company service centres. 22% of the respondent says its slightly slower and 12% of
respondent says its much faster compare to company service centres. Only 2% of the total
respondent thinks that local workshop typically complete repair much slower compare to

TABLE 4.9
The table showing trustworthiness and reputation of a local workshop influence the
choice of where to service your two-wheeler

Not Influential 2 4%
Slightly Influential 13 26%
Moderately Influential 18 36%
Influential 13 26%
Highly Influential 4 8%
TOTAL 50 100%
CHART 4.9
40%
35%
30%
25%
20%
15%
10%
5%
0%
Not Influential Slightly Influential Moderately Influential Influential Highly Influential

INTERPRETATION
From the data collected we can understand that 36% of total respondent is moderately
Influenced by the reputation of local workshop. 26% of respondent is influenced, 26% of the
respondent are slightly influenced and 8% of respondent are highly Influenced by the
reputation, at last only 4% of total respondent is not influenced by the trustworthiness and
reputation of a local workshop influence the choice of where to service your two-wheeler.

TABLE 4.10
The table showing the level of supporting local businesses influence the decision to
choose local workshops over company service centres

Not Influential 7 14%
Slightly Influential 11 22%
Moderately Influential 13 26%
Influential 17 34%
Highly Influential 2 4%
TOTAL 50 100%
CHART 4.10
40%
35%
30%
25%
20%
15%
10%
5%
0%
Not Influential Slightly Influential Moderately Influence Influencial Highly Influencial

INTERPRETATION
From the chart 34% of the respondent is influenced by choosing workshop over company
service centres, 26% of the respondent also moderately influenced by the same. 22% of the
respondent is slightly influence by considering workshop over company service centres and
14% of respondent is not influenced. Only 4% of them is highly respondent is highly
influenced by the considering local workshop rather than company service centres.

TABLE 4.11
The table showing the level of overall customer service experience at local workshops
compared to company service centres

Poor 0 0%
Fair 5 10%
Average 25 50%
Good 19 38%
Excellent 1 2%
TOTAL 50 100%
CHART 4.11
60%
50%
40%
30%
20%
10%
0%
Poor Fair Average Good Excellent

INTERPRETATION
From the Chart, 54% of the respondent is rated as average experience at local workshop, 35%
of respondent rated as good experience,11% of the respondent feels like fair experience
compare to company service centres and 2% of respondent feels like Excellent experience
compare to company service centres.

TABLE 4.12
The table showing the level of transparency in pricing at local workshops compared to

Not Transparent 1 2%
Slightly Transparent 10 20%
Moderately Transparent 19 38%
Transparent 20 40%
Very Transparent 0 0%
TOTAL 50 100%
CHART 4.12
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Not Transparent Slightly Transparent Moderately Transparent Very Transparent
Transparent

INTERPRETATION
From the Chart, 40% of the respondent thinks its Transparent, 38% of the respondent says
that its Moderately Transparent, 20% says that its Slightly transparent and last only 2% says
as Not Transparent with pricing and billing practice at local workshop compared to company
service centres.

TABLE 4.13
The table showing Based on recommendations from friends or family members

Never 3 6%
Rarely 6 12%
Sometimes 24 48%
Often 13 26%
Always 4 8%
TOTAL 50 100%
CHART 4.13
60%
50%
40%
30%
20%
10%
0%
Never Rarely Sometimes Often Always

INTERPRETATION
From the chart, 48% of the respondent Sometimes choose local workshop based on
recommendations, 26% of the respondent often choose by the recommendations, 12% of the
respondent rarely choose on the bases of recommendations from friends or family members,
8% of respondent always choose on the basis of recommendation and 6% of the respondent
never chosen a local workshop on recommendations from friends or family members.

TABLE 4.14
The table showing Based on community involvement and engagement of local
workshops

Not Important 3 6%
Important 13 26%
Very Important 1 2%
TOTAL 50 100%
CHART 4.14
40%
35%
30%
25%
20%
15%
10%
5%
0%
Not Important Slightly Important Moderately Important Important Very Important

INTERPRETATION
From the chart, 34% of respondent thinks its moderately important, 32% of the respondent
also thinks that Slightly Important regarding community involvement and engagement of
local workshop. 26% of the respondent thinks that it is important to have a community, 6%
says it’s not important and only 2% say as its very important to have community involvement
and engagement of local workshop in choice to use their service.

TABLE 4.15
The table showing the rate of after sale support provided by local workshop

Poor 1 2%
Fair 13 26%
Average 21 42%
Good 12 24%
Excellent 3 6%
TOTAL 50 100%
CHART 4.15
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Poor Fair Average Good Excellent

INTERPRETATION
From the given chart, 42% of the respondent rated as Average regarding after sale service of
local workshop, 26% of the respondent rated as Fair, 24% of respondent rated as good and
6% of the respondent rated as Excellent regarding after sale service. Only 2% rated as Poor in
terms of after sale service of local workshop compare to company service centres.

TABLE 4.16
The table showing the rate of recommend local workshop to other based on the
experiences with them

Definitely Not 2 4%
Unlikely 4 8%
Neutral 20 40%
Likely 20 40%
Definitely Yes 4 8%
TOTAL 50 100%
CHART 4.16
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Definitely Not Unlikely Neutral Likely Definitely Yes

INTERPRETATION
From the Chart, 40% of the respondent is in Neutral as to recommend workshop service to
others, 40% of the respondent is Likely to recommend, 8% of the respondent is likely to
recommend workshop to others. 8% of the respondent Definitely Recommend to others and
4% of the respondent will Definitely will not recommend local workshop to others based on
the experiences with them.

TABLE 4.17
The table showing the preference for local workshops or company service centres for
two-wheeler maintenance and repairs
Strongly Prefer Company 7 14%
Service centres
Slightly Prefer Company 8 16%
Service centres
Neutral 23 46%
Slightly Prefer Local 9 18%
Workshop
Strongly Prefer Local 3 6%
Workshop
TOTAL 50 100%
CHART 4.17
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
s s l p p
re nt
re tra ho ho
nt u ks ks
ce ce Ne or or
ice ice al
W
al
W
rv rv
S e S e
Loc Loc
ny ny fe
r
fe
r
pa pa e e
m Pr Pr
om Co tly ly
erC fe
r
i gh ong
f e Sl tr
re Pr S
l yP tly
ng i gh
rt o Sl
S

INTERPRETATION
From the chart, we can see that 46% of the respondent are in Neutral stage regarding
preference for local workshop, 18% of the respondent Slightly Prefer Local Workshop over
Company Service centres, 16% of the respondent Slightly Prefer Company Service centres,
14% of the respondent Strongly Prefer Local Workshop rather than company service centres
and only 6% Strongly Prefer Local Workshop for two-wheeler maintenance and repair.

CHAPTER V
FINDINGS, SUGGESTIONS AND CONCLUSION

5.1 FINDINGS
 From the data collected we can find that most of the respondent owns or have a
vehicle and from that respondent 74% of them are recognised as male, 24% are
recognised as female and rest 2% are not prefer to say.
 Distance is considered as an important factor while choosing a best service option like
Local Workshop or Company service centres.
 When it comes to cost of service and pricing the respondent are satisfied with the
Local Workshop, and with the Quality provided by them is satisfied.
 In case of access of genuine part, the Local Workshop has Limited access to it , But the
customization option offered by the Local workshop is Moderately Satisfied.
 Local Workshop complete repairs Slightly faster than Company service centres. This
may be due to the easy access of Local workshop from the home or workplace.
 The Trustworthiness and reputation of Local workshop Moderately Influence the
choice when it comes to choose between Local workshop or Company service
centres.
 When it comes to pricing the Local workshop is Transparent. They provide suitable
substitute for repairs without charging high price.
 The overall customer service experience is average at Local workshop. This may be
because the after-sale support provided by local workshop is also average.
 The Respondent Sometimes gets Recommendations from friends or family. The
respondent likely to recommend local workshop to others based on experience with
them.
 Most of the people are in neutral stance but noticeable amount of respondent are
Slightly Prefer Local workshop over company service centres.
5.2 SUGGESTIONS
 Distance from home or workplace to the workshop is a crucial factor for a substantial
number of respondents when making decision about automotive services.
 The data indicates an opportunity for local workshops to capitalize on the positive
sentiment expressed by those who strongly prefer them. Identifying and promoting
factors that contribute to this strong preference can help local workshops attract more
customers.

 For workshops aiming to enhance their reputation and customer satisfaction, the data
provides insights into areas that may need improvement. Analysing feedback from
those with a neutral or negative stance can guide strategies for enhancing the overall
customer experience.
 The findings indicate that local workshops have the potential to attract customers by
highlighting factors that make them preferable over company dealers. This may
include personalized services, a sense of community, or other factors that resonate
with the preferences of the surveyed individuals.
 The findings emphasize the significance of reputation in influencing decisions related
to two-wheeler servicing. So, the local workshop should build trust, provide excellent
service and actively manage and maintain a positive image in the community.
 The main concern of the customer is the quality of the spare parts that are used to fix
the vehicles by the Local workshop. To earn the trust of the customer the local
workshop should not compromise in the quality of the parts and should provide
genuine parts at a reasonable price.
5.3 CONCLUSION
The project was done to know the customer “preference on workshop rather than
company dealers”. On the basis of sample of 50 respondents detailed analysis was made.
Based on the data collected inference are drawn, and findings and suggestions were given.
This study was done to show that the local workshops have a greater influence decision
related to servicing the vehicles to be specific two wheelers but this may also apply to 4-
wheeler motor car also.
From the data we can understand that Local workshop plays a significant role in automotive
industry. Customer has they’re of preference to choose whether to service the vehicle in
Local workshop or Company dealerships. The majority of respondents are in a neutral stance,
while a significant portion shows a preference, either slight or strong, for local workshops.
The findings highlight the diversity of opinions among respondents regarding their choices
for two-wheeler maintenance and repair services. From these observations, it seems that a
significant portion of respondents has positive experiences and opinions about local
workshops. However, loyalty is subjective and could involve a combination of factors. It
would be beneficial to conduct a more detailed analysis or a follow-up survey to understand
the specific elements that contribute to loyalty.


QUESTIONARE
1 - How important is the proximity of a workshop to your home or workplace when
choosing where to service your two-wheeler?
- a) (Not Important)
- b) (Slightly Important)
- c) (Moderately Important)
- d) (Important)
- e) (Very Important)
2 - How much does the pricing and cost of services influence your decision to choose a local
workshop over a company service center?
- c)(Moderately Important)
- d) (Important)
3 - How satisfied are you with the level of service quality provided by local workshops
compared to company service centers?
- a) (Dissatisfied)
- b)(Slightly Satisfied)
- c) (Moderately Satisfied)
- d) (Satisfied)
- e) (Very Satisfied)
4 - To what extent does the trustworthiness and reputation of a local workshop influence
your choice of where to service your two-wheeler?
- a) (Not Influential)
- b) (Slightly Influential)
- c) (Moderately Influential)
- d) (Influential
- e) (Highly Influential)
5 - How much does the idea of supporting local businesses influence your decision to
choose local workshops over company service centers?
- a) (Not Influential)

- b) (Slightly Influential)
- c) (Moderately Influential)
- d) (Influential)
- e) (Highly Influential)
6 - How would you rate the overall customer service experience at local workshops
- a) (Poor)
- b) (Fair)
- c) (Average)
- d) (Good)
- e) (Excellent)
7 - Do you find that local workshops have easy access to genuine parts for your two-
wheeler?
- a) (Very Limited)
- b) (Limited)
- c) (Moderate)
- d) (Good)
- e) (Excellent)
8 - How satisfied are you with the customization options offered by local workshops
- a) (Dissatisfied)
- b) (Slightly Satisfied)
- c) (Moderately Satisfied)
- d) (Satisfied)
- e) (Very Satisfied)
9 - How quickly do local workshops typically complete repairs compared to company
service centers?
- a) (Much Slower)
- b) (Slightly Slower)
- c) (Similar)
- d) (Slightly Faster)
- e) (Much Faster)

10 - How transparent do you find the pricing at local workshops compared to company
service centers?
- a) (Not Transparent)
- b) (Slightly Transparent)
- c) (Moderately Transparent)
- d) (Transparent)
- e) (Very Transparent)
11 - Have you ever chosen a local workshop based on recommendations from friends or
family members?
- a) (Never)
- b) (Rarely)
- c) (Sometimes)
- d) (Often)
- e) (Always)
12 - How important is the community involvement and engagement of local workshops in
your choice to use their services?
- c) (Moderately Important)
- d) (Important)
13 - How would you rate the after-sales support provided by local workshops compared to
company service centers?
- a) (Poor)
- b) (Fair)
- c) (Average)
- d) (Good)
- e) (Excellent)
14 - Would you recommend local workshops to others based on your experiences with
them?
- a) (Definitely Not)
- b) (Unlikely)

- c) (Neutral)
- d) (Likely)
- e) (Definitely Yes)
15 - Overall, considering all factors, do you have a preference for local workshops or
company service centers for two-wheeler maintenance and repairs?
- a) (Strongly Prefer Company Service centers)
- b) (Slightly Prefer Company Service centers)
- c) (Neutral)
- d) (Slightly Prefer Local Workshops)
- e) (Strongly Prefer Local Workshops)

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Study on Customer preference on Workshop rather than Company service centres

“A STUDY ON CUSTOMER PREFERENCE ON WORKSHOP

Project report submitted to

In partial fulfillment of requirement for the award of degree of

Under the guidance of

Sahrdaya College of Advance Studies, Kodakara

I, Dhrisant student of sixth semester B.com, Sahrdaya College of Advanced Studies,

Place: Kodakara DHRISANT

Sahrdaya College of Advance Studies, Kodakara

With great respect I express my gratitude to Prof. VJ Thomas, Head of Department of

I wish to express my gratitude to Dr. Karuna K Nair, Coordinator of Professional Courses,

Sahrdaya College of Advance Studies, Kodakara

CHAPTER CONTENT PAGE NO.

2 REVIEW OF LITERATURE 5-8

3 THEORITICAL CONCEPT 9-15

4 ANALYSIS AND INTERPRETATION 16-32

5 FINDINGS, SUGGESTIONS AND 33-35

Sahrdaya College of Advance Studies, Kodakara

Sahrdaya College of Advance Studies, Kodakara

Sahrdaya College of Advance Studies, Kodakara

Sahrdaya College of Advance Studies, Kodakara

India is a well recognize Automobile manufacturing hub worldwide because of low

As an avid vehicle owner, my experiences have led me to develop a strong

Sahrdaya College of Advance Studies, Kodakara

workshop offer, including cost effectiveness, personalized service and greater

Sahrdaya College of Advance Studies, Kodakara

1.2 STATEMENT OF PROBLEMS

A study was conducted on the customer “preference on workshop rather than

In spite of buying the vehicles form direct manufactures or company certified

1.3 SCOPE OF STUDY

Sahrdaya College of Advance Studies, Kodakara

1.4 THE OBJECTIVE OF STUDY

1.5 RESEARCH METHODOLOGY

Research methodology is a way to systematically solving how the research is a

1.5.1 REASEARCH DESIGN

1.5.3 SAMPLING TECHNIQUE

Convenience sampling is used in the study. Convenience sampling is a non-

1.5.4 SAMPLE SIZE

Sahrdaya College of Advance Studies, Kodakara

Out of total population, sample taken among students that is 50 respondents.

1.5.5 DATA COLLECTION METHOD

The Secondary source of the project;

1.5.7 TOOLS FOR ANALYSIS

Sahrdaya College of Advance Studies, Kodakara

Sahrdaya College of Advance Studies, Kodakara

 train their mechanics to handle those particular engineering/brand.

Sahrdaya College of Advance Studies, Kodakara

Sahrdaya College of Advance Studies, Kodakara

8. Khawaja Daulat Khan Sadiqee (2019): For a two-wheeler, it is recommended to go

1. Expertise: Authorized service centres have trained and certified technicians

Sahrdaya College of Advance Studies, Kodakara

Sahrdaya College of Advance Studies, Kodakara

Sahrdaya College of Advance Studies, Kodakara

THEORETICAL FRAME WORK

Customer preferences are a central concept in economics, psychology, and marketing.

Sahrdaya College of Advance Studies, Kodakara

These concepts encompass the technological, environmental, economic, and consumer-

Customer maintenance and services of Two Wheelers

Customer maintenance and service in the context of two-wheelers (motorcycles and