DECLARATION I, NAUSHAD.K, do hereby declare that this project report entitled “A STUDY ON CUSTOMER SATISFACTION TOWARDS HONDA BIKES IN COIMBATORE” has been prepared by me under the guidance and supervision of Mr. T.LAKSHMANAN lecturer in department of Business Administration, P.P.G Business School Coimbatore.
I also declare that this project report has not been submitted by me or others fully or partially for the award of any Degree or Diploma, title or recognition before.
P.P.G. Business School
NAUSHAD.K
Date:
1
CERTIFICATE
This is to certify that the Report of the Project Work entitled “A STUDY ON
CUSTOMER SATISFACTION TOWWARDS HONDA IN COIMBATORE“Submitted in partial fulfillment of the requirements for the award of the degree of Master of Business Administration to the PPG BUSINESS SCHOOL Is a record of bonafide work carried out by NAUSHAD.K under my supervision and Guidance.
Date: Place: COIMBATORE
Signature of the HOD
Signature of the Internal Guide
Submitted for the Viva-voice Examination held on -------------
Internal Examiner
External Examiner
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3
ACKNOWLEDGMENT
I would like to express my deep sense of gratitude to my distinguished teacher and guide Mr. LAKSHMANAN T Department of Business Administration for his valuable guidance and profound inspiration. I also express my sincere thanks to the Director, Prof. R VIJAYA KUMAR of P.P.G Business School for his valuable suggestion and co-operation. I also owe a great deal to other members and staff of the department of Business Administration. I also thankful to my friend who helped me a lot in the completion of this project. Above all, thank to God almighty who helps the every activities of my life.
P.P.G Business School
NAUSHAD.K
Date:
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CONTENT
Sl.no Content 1
Page No
History of Honda
1.1
7 10
Profile
1.2 1.3 2 3
12 16 18 20 20
Key persons Models Objectives of the research Research methodology
3.1 3.2
Data source
20
Research approach
3.3 3.4 4 5 6 7 8 9 10
Sampling unit Data completion and analysis Limitations of the study Data analysis and interpretations Findings Suggestions Conclusion Bibliography Questionnaire
5
21 21 22 23 36 37 38 39 40
LIST OF TABLES Table number 1 2
Type of HONDA bikes own by the respondents For what purpose the respondent buy a HONDA bike
Page number 22 23
3 4
How long the respondent using the bike Factors considered by respondent for choosing HONDA
24 25
5
26
9
Rate for comfort, safety, mileage and maintenance by the respondents Satisfaction of respondents towards HONDA bike(s) Other bikes owned by the respondents Respondent’s opinion about the service of HONDA bikes compared to other bikes Color of the bike that respondent likes
10
Respondent’s rate towards HONDA’s parameter mentioned
31
11
Rate of respondents towards the time spent by employees with 32 the respondents
6 7 8
Title
27 28 29 30
LIST OF CHARTS Chart number 1 2
Type of HONDA bikes own by the respondents For what purpose the respondent buy a HONDA bike
Page number 22 23
3 4
How long the respondent using the bike Factors considered by respondent for choosing HONDA
24 25
5
26
9
Rate for comfort, safety, mileage and maintenance by the respondents Satisfaction of respondents towards HONDA bike(s) Other bikes owned by the respondents Respondent’s opinion about the service of HONDA bikes compared to other bikes Color of the bike that respondent likes
10
Respondent’s rate towards HONDA’s parameter mentioned
31
11
Rate of respondents towards the time spent by employees with the 32 respondents
6 7 8
Title
6
27 28 29 30
HISTORY OF HONDA 7
From a young age, Honda's founder, Soichiro Honda (November 17, 1906 – August 5, 1991) had a great interest in automobiles. He worked as a mechanic at a Japanese tuning shop, Art Shokai, where he tuned cars and entered them in races. A self-taught engineer, he later worked on a piston design which he hoped to sell to Toyota. The first drafts of his design were rejected, and Soichiro worked painstakingly to perfect the design, even going back to school and pawning his wife's jewelry for collateral. Eventually, he won a contract with Toyota and built a factory to construct pistons for them, which was destroyed in an earthquake. Due to a gasoline shortage during World War II, Honda was unable to use his car, and his novel idea of attaching a small engine to his bicycle attracted much curiosity. He then established the Honda Technical Research Institute in Hamamatsu, Japan, to develop and produce small 2-cycle motorbike engines. Calling upon 18,000 bicycle shop owners across Japan to take part in revitalizing a nation torn apart by war, Soichiro received enough capital to engineer his first motorcycle, the Honda Cub. This marked the beginning of Honda Motor Company, which would grow a short time later to be the world's largest manufacturer of motorcycles by 1964.
8
The first production automobile from Honda was the T360 mini pick-up truck, which went on sale in August 1963. Powered by a small 356 cc straight-4 gasoline engine, it was classified under the cheaper Kei car tax bracket The first production car from Honda was the S500 sports car, which followed the T360 into production in October 1963. Its chain driven rear wheels point to Honda's motorcycle origins
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PROFILE
Type
: Public company
Industry
: Automotive Aviation
Founded
: 24 September 1948
Founder(s)
: Soichiro Honda Takeo Fujisawa
Headquarters
: Minato, Tokyo, Japan
Area served
: Worldwide
Key people
: Takanobu Ito (President, CEO, & Representative Director)
Products
: Automobiles, Motorcycles, Scooters, ATVs, Electrical generators, Water pumps, Lawn and Garden equipment, Tillers, Outboard motors, Robotics, Jets, Jet engines, Thin-film solar cells
Revenue
:
US$ 107.82 billion (2011)
Operating income
:
US$ 6.87 billion (2011)
Net income
:
US$ 6.44 billion (2011)
Total assets
:
US$ 139.61 billion (2011) 10
Total equity
:
US$ 53.69 billion (2011)
Employees
: 179,060 (2011)
Subsidiaries
: Acura Li Nian Honda Aircraft Company
Website
: world.honda.com
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Key Persons Name
Position hold
Koichi Kondo
Chairman, Vice President, Compliance Officer, Compliance Officer of Government & Industrial Affairs and Director
Takanobu Ito
Chief Executive, President, Chief Operating Officer of Automobile Operations and Director
Akio Hamada
Executive Vice President, Chief Operating Officer of Production Operations, Executive Officer and Director
Tetsuo Iwamura
Senior Managing Officer, Chief Operating Officer for Regional Operations - North America, President of American Honda Motor Co Inc, Director of American Honda Motor Co Inc, President of Honda North America Inc and Director of Honda North America Inc
Manabu Nishimae
Managing Officer, Chief Operating Officer for Regional Operations - Europe the Middle &Near East and Africa, President of Honda Motor Europe Ltd and Director of Honda Motor Europe Ltd
Tatsuhiro Oyama
Senior Managing Officer, Chief Officer of Driving Safety Promotion Center, Chief Operating Officer of Motorcycle Operations and Director
Fumihiko Ike
Senior Managing Officer, Chief Operating Officer for Business
Management
Operations,
Risk
Management
Officer, General Supervisor of Information Systems and
12
Director Sho Minekawa
Managing Officer, Chief Operating Officer for Regional Sales Operations - Japan, President of Honda Automoveis do Brasil Ltd, Director of Honda Automoveis do Brasil Ltd, President of Moto Honda Amazonia Ltd, Director of Moto Honda Amazonia Ltd, President of Honda South America Ltd and Director of Honda South America Ltd
Masahiro Takedagawa
Operating Officer, Chief Operating Officer for Regional Operations - Latin America, President of Honda South America Ltd, President of Honda Automoveis do Brazil Ltd President of Honda Canada Inc, Director of Honda Canada Inc, President of Moto Honda Amazonia Ltd and Director of Moto Honda Amazonia Ltd
Takuji Yamada
Operating Officer, Chief Operating Officer of Power Product Operations and Director
Masahiro Yoshida
Operating Officer, Chief Operating Officer for Business Support Operations and Director
Tomohiko Kawanabe
Senior Managing Officer and Director
Hidenobu Iwata
Managing Officer, President of Honda of America Mfg Inc and Director of Honda of America Mfg Inc
Michimasa Fujino
Operating Officer, President of Honda Aircraft Co and Director of Honda Aircraft Company Inc
Hiroshi Kobayashi
Managing Officer, Chief Operating Officer for Regional Operations Asia & Oceania, President of Asian Honda Motor 13
Co Ltd and Director of Asian Honda Motor Co Ltd Takashi Nagai
Operating Officer, President of Honda Siel Cars India Ltd, President of Honda Motor India Private Ltd, Director of Honda Siel Cars India Ltd and Director of Honda Motor India Private Ltd
Takashi Sekiguchi
Operating Officer, President of Honda Canada Inc and Director of Honda Canada Inc
Hiroshi Sasamoto
Operating Officer, Chief Executive Officer of Honda Engineering Co Ltd, President of Honda Engineering Co Ltd and Director of Honda Engineering Co Ltd
Yoshiharu Yamamoto
Managing Officer, Director, Chief Executive officer of Honda R&D Co Ltd, President of Honda R&D Co Ltd and Director of Honda R&D Co Ltd
Soichiro Takizawa
Operating Officer, President of Honda of the U K Manufacturing Ltd and Director of Honda of the U K Manufacturing Ltd
Takeo Fukui
Advisor and Representative Director
Nobuo Kuroyanagi
Advisor and Director
Hirotake Abe
Corporate Auditor
Tomochika Iwashita
Corporate Auditor
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Other Board Members on Board Name (Connections)
Primary Company
Toru Onda Fumihiko Saito Hideki Okada Kensaku Hogen
Honda Motor Co., Ltd. Honda Motor Co., Ltd. Honda Motor Co., Ltd. Honda Motor Co., Ltd.
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MODELS Bike
CBR250R
CBF Stunner
Dazzler
Unicorn
Shine
CB Twister
SCOOTER
Activa (old)
Activa (new)
Aviator DLX
Dio
CARS
Honda city
Honda Accord
Honda Civic
Honda Jazz
Honda Brio
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OBJECTIVES OF THE RESEARCH
17
OBJECTIVES OF THE RESEARCH
1. To analyze the customer satisfaction. 2. To analyze the customer preference. 3. To analyze after sales services of bikes. 4. To study the behavioral factors of consumers in motor bikes. 5. To suggest various factors to improve sales.
18
METHODOLOGY
19
RESEARCH METHODOLOGY It is well known fact that the most important step in marketing research process is to define the problem. Choose for investigation because a problem well defined is half solved. That was the reason that at most care was taken while defining various parameters of the problem. After giving through brain storming session, objectives were selected and the set on the base of these objectives. A questionnaire was designed major emphasis of which was gathering new ideas or insight so as to determine and bind out solution to the problems. DATA SOURCE Research included gathering both Primary and Secondary data. Primary data is the first hand data, which are selected a fresh and thus happen to be original in character. Primary Data was crucial to know various customers and past consumer views about bikes and to calculate the market share of this brand in regards to other brands. Secondary data are those which has been collected by someone else and which already have been passed through statistical process. Secondary data has been taken from internet, newspaper, magazines and companies web sites. RESEARCH APPROACH The research approach was used survey method which is a widely used method for data collection and best suited for descriptive type of research survey includes research instrument like questionnaire which can be structured and unstructured. Target population is well identified and various methods like personal interviews and telephone interviews are employed.
20
SAMPLING UNIT It gives the target population that will be sampled. This research was carried in Coimbatore (District Coimbatore). These were 50 respondents.
DATA COMPLETION AND ANALYSIS After the data has been collected, it was tabulated and findings of the project were presented followed by analysis and interpretation to reach certain conclusions.
21
LIMITATIONS OF THE STUDY 1. Research work was carried out in one District of Tamil Nadu only the finding may not be applicable to the other parts of the country because of social and cultural differences. 2. The sample was collected using connivance-sampling techniques. As such result may not give an exact representation of the population. 3. Shortage of time is also reason for incomprehensiveness. 4. The views of the people are biased therefore it doesn’t reflect true picture.
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DATA ANALYSIS AND INTERPRETATIONS
23
Table 1 Table showing the type of HONDA bikes own by the respondents Type of bike
No.of respondents
Percentage
Unicorn
16
32
Shine
11
24
Twister
5
10
Stunner
9
18
Dazzler
3
6
Others
6
12
Chart 1 Chart showing the type of HONDA bikes own by the respondents showing the type of HONDA bikes own by the respondents
No.of respondents 35 30 25 20 15 10 5 0 unicorn
shine
twister
stunner
dazzler
other
Interpretation:-Table denotes that majority of the respondents are using the HONDA”s Unicorn bike.32% of the respondents are using the Unicorn bike.24% of the respondents are using Honda’s shine bike 24
Table 2 Table showing for what purpose the respondent buy a HONDA bike purpose
No.of respondents
Percentage
Personal
20
40
Official
6
12
Others
24
48
Chart 2 Chart showing for what purpose the respondent buy a HONDA bike
Percentage 50 40 30 20
Percentage
10 0 Personal
Percentage Official Others
Interpretation:-Table denotes that majority of the respondents rated A.M’s advertisement as good as compared to other dealers.
25
Table 3 Table showing how long the respondent using the bike Years 0-1 year 1-2 year 2-3 year 3-4 year Above 4
No. of respondents 10 16 8 6 10
Percentage 20 32 16 12 20
Chart 3 Chart showing how long the respondent using the bike
percentage
0-1 year 1-2 year 2-3 year 3-4 year Above 4
Interpretation:-Table denotes that majority of the respondents are using their bikes more years. It shows the customer satisfaction towards the Honda.
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Table 4 Table showing the factors considered by respondent for choosing HONDA Factors Price Brand name Safety Style Performance
No. of respondents 10 3 4 2 31
Percentage 20 6 8 4 62
Chart 4 Chart showing the factors considered by respondent for choosing HONDA
Percentage 70 60 50 40 Percentage 30 20 10 0 Price
Brand name
Safety
Style
Performance
Interpretation:-Table denotes that majority of the respondents rated HONDA’s performance as the main reason for buying Honda’s bike.
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Table 5 Table showing the rate for comfort, safety, mileage and maintenance by the respondents Preference
Excellent(f) Percentage Good(f) Percentage Moderate (f) Comfort 37 74 8 16 5 Safety 10 20 28 56 12 mileage 28 56 12 24 8 Maintenance 32 64 20 40 8
Percentage 10 24 16 16
Chart 5 Chart showing the rate for comfort, safety, mileage and maintenance by the respondents
80 70 60 50
Excellent
40
Good Moderate
30 20 10 0 Comfort
Safety
mileage
Maintenance
Interpretation:-Table denotes that majority of the respondents rated HONDA’s comfort and maintenance as excellent. Customers are satisfied with the safety and mileage also.
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Table 6 Table showing the satisfaction of respondents towards HONDA bike(s)
Yes No
No. of Percentage respondents 38 76 12 24
Chart 6 Chart showing the satisfaction of respondents towards HONDA bike(s)
Percentage 80 70 60 50
Percentage
40 30 20 10 0 Yes
No
Interpretation:-Table denotes that majority of the satisfied with the HONDA.76% customers are satisfied with their Honda bike
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Table 7 Table showing the other bikes owned by the respondents Bikes Hero Honda Bajaj TVS Yamaha None
No. of respondents 2 6 2 10 30
Percentage 4 12 4 20 60
Chart 7 Chart showing the other bikes owned by the respondents
Percentage None Yamaha TVS
Percentage
Bajaj Hero Honda 0
10
20
30
40
50
60
Interpretation:-Table denotes that majority of the respondents are not using any other company’s bike. It shows the customer satisfaction toward s Honda
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Table 8 Table showing the respondent’s opinion about the service of HONDA bikes compared to other bikes Opinion
No. of respondents Excellent 15 Good 23 Moderate 6 Unsatisfied 6
Percentage 30 46 12 12
Chart 8 Chart showing the respondent’s opinion about the service of HONDA bikes compared to other bikes
Percentage 50 45 40 35 30 Percentage
25 20 15 10 5 0 Excellent
Good
Moderate
Unsatisfied
Interpretation:-Table denotes that majority of the respondents rated HONDA’s service as good compared to other companies.76% customers are satisfied with the Service provided by Honda compared to other companies 31
Table 9 Table showing the color of the bike that respondent likes
White Blue Red Black Other
No.of respondents 6 4 14 23 3
Percentage 12 8 28 46 6
Chart 9 Chart showing the color of the bike that respondent likes
Percentage 50 40 30 20 10 0 White
Blue
Percentage
Red
Black
Other
Interpretation:-Table denotes that majority of the respondents likes the black colored bike rather than others
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Table 10 Table showing the respondent’s rate towards HONDA’s parameter mentioned
Knowledgeable sales person Availability of spare parts Vehicle condition price Attractive discounts offered Responds to complaints quickly
Strongly disagree
Disagree
Moderate
Agree
Strongly agree
8
14
0
46
32
12
26
12
16
34
6 4 44
20 12 24
2 8 16
0 52 16
72 24 0
10
12
6
52
20
Chart 10 Chart showing the respondent’s rate towards HONDA’s parameter mentioned
80 70 60 50 40 30 20 10 0
Strongly agree Moderate Strongly diagree
Strongly diagree Disagree Moderate Agree Strongly agree
Interpretation:-Table denotes that majority of the respondents rated HONDA’s performance is as good as compared to other dealers. The respondents are not satisfied with the offers provided by the company.
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Table 11 Table showing the rate of respondents towards the time spent by employees with the respondents Time spent Before sales During sales After sales
Strongly Disagree Moderate Agree Disagree(%) (%) (%) (%) 8 6 16 18
Strongly Agree (%)
6
8
24
16
46
32
16
8
18
26
12
Chart 11 Chart showing the rate of respondents towards the time spent by employees with the respondents 50 45 40 35 Strongly Disagree
30
Disagree 25
Moderate
20
Agree
15
Strongly Agree
10 5 0 Before sales
During sales
After sales
Interpretation:-Table denotes that majority of the respondents rated HONDA’s customer relationship is good as compared .
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FINDINGS, SUGGESTIONS AND CONCLUSION
35
FINDINGS
Performance is the most important aspect that attracts customers to HONDA Bikes
Offers provided by HONDA are not reached up to the customer’s hope.
HONDA has very good public relation; it has to play very important role in the growth of the organization.
Most of the customers are highly satisfied with HONDA's customer relation and after sales services.
Among 50 customers 72% are highly satisfied with the vehicle condition of HONDA. It was noted that some people are not satisfied with the availability of spare parts.
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SUGGESTIONS
Company can give more importance on spare part’s availability Among 50 customers 44% of the customers are not satisfied with the availability of spare parts. So company can give more importance for the availability of spare parts
Company can try to provide better offers. Most of the customers are highly interested with getting offers. There is no doubt that if the company provides better offers to customers the sales of the company will increase more and more.
Service department may care the customers little more. A few customers have a complaint with service of HONDA. So the service department may try to care the customers little more.
Customers are highly satisfied with HONDA’S performance is and
company should try to keep it up.
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CONCLUSION
The project titled “A study on customer satisfaction towards HONDA in Coimbatore” was an earnest attempt to find out the factors that influenced the customers to buy the bike of HONDA, which will help to understand the plus points of the organization.
It was found that customers are highly satisfied with HONDA’s service compared to other bike companies. One of the important plus point of HONDA is their public performance. It has to play a very important role in the growth of the organization. However many of respondents are not satisfied with the offers of the firm. So company can concentrate give more offers a. It may help the organization to improve their sales. The study reveals majority of customers are satisfied with the facilities provided by the organization. The management is give high concentrate for customer satisfaction. That creates more customer satisfaction.
.
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BIBLIOGRAPHY 1. www.honda.com 2. www.google.com 3. www.yahoo.com 4. www.twowheeler.com 5. www.wikipedia.com
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A STUDY ON CUSTOMER SATISFACTIN ON HONDA IN COIMBATORE QUESTINNARE
1. Name: 2. Age:
[ ] 15-20 [ ] 20-25
3. Gender:
[ ] male
[ ] 25 -30
[ ] 30 above
[ ] female
4. Occupation: [ ] Business man
[ ] Employee
[ ] Student
[ ] other
5. Which HONDA bike do you own? [ ] Unicorn
[ ] Shine
[ ] Twister
[ ] Stunner
[ ] Dazzler
[ ] other
6. Which of the dazzling color do you like? [ ] White
[ ] Blue
[ ] Red
[ ] Black
[ ] Other
7. .For what purpose you buy a HONDA bike? [ ] Personal
[ ] Official [ ] Both
8. How long you are using HONDA bike? [ ] 0-1 years
[ ] 1-2 years
[ ] 2-3 years
[ ] 3-4 years
[ ] above 5 years
9. Factors do you consider the most in choosing HONDA bike? [ ] Price
[ ] Brand name
[
] Safety
[ ] Style
[ ] Performance
10. Please rate the following benefits according follows: Preference Comfort Safety Mileage Maintenance
Excellent
Good
Moderate
11. Are you satisfied with HONDA bike(s)? 40
Can’t say
[ ] Yes
[ ] No
If No, reason: ……………………………………………………………………………………… 12. What are the other company bike(s) you owned? [ ] Hero
[ ] Bajaj
[ ] TVS
[ ] Yamaha [ ] Other [ ] None
13. What is your opinion about the service of HONDA bikes compared to other bikes? [ ] Excellent
[ ] Good
[ ] Moderate
[ ] Unsatisfied
14. How would you rate HONDA on the following parameter? Strongly Disagree Neither agree Disagree Nor disagree
agree
Strongly agree
Knowledgeable sales person Employees spent enough time with you: before sales During sales After sales Availability of the spare parts Vehicle in good condition Prices Attractive discounts offered Responds to complaints quickly
Thank you….
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