Customer Satisfaction Survey on Honda Two Wheelers

A Project Report

On

Customer Satisfaction Survey of

Honda Two-Wheelers

PRESENTED BY:

1. NIKHIL KAWADE - HRD1815205

2. TWINKLE MISHRA - HRD1815144

3. PRAJAKTA RAUT - HRD1815139

4. KANISHKA CHANDRA - HRD1815213

5. SANTOSHI PANDHRAVADA - HRD1815149

6. JAGRITI TRIPATHI - HRD1815145

7. JAWALA SINGH - HRD1815140

8. TUSHAL SHANKHE - HRD1815205

9. BHAKTI DATARKAR - HRD1815242

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 Customer Satisfaction Survey on Honda Two Wheelers

CERTIFICATE

A Project Report

On

To study the Customer satisfaction of Honda Two Wheelers.

Submitted By:

1. NIKHIL KAWADE - HRD1815205

2. TWINKLE MISHRA - HRD1815144
3. PRAJAKTA RAUT - HRD1815139
4. KANISHKA CHANDRA - HRD1815213
5. SANTOSHI PANDHRAVADA - HRD1815149
6. JAGRITI TRIPATHI - HRD1815145
7. JAWALA SINGH - HRD1815140
8. TUSHAL SHANKHE - HRD1815205
9. BHAKTI DATARKAR - HRD1815242

Asst. Prof. Dr. Vaibhav Patil G. Gopalakrishnan

(Project Guide) (Director)

Sri Balaji Society (SBS)

Balaji Institute of Management & HRD (BIMHRD)

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 Customer Satisfaction Survey on Honda Two Wheelers

DECLARATION

I the undersigned solemnly declare that the project report is based on my own
work carried out during the course of our study under the supervision of . I assert
the statements made and conclusions drawn are an outcome of my research work.
I further certify that

I. The work contained in the report is original and has been done by me
under the general supervision of my supervisor.

II. `The work has not been submitted to any other Institution for any other
degree/diploma/certificate in this university or any other University of
India or abroad.

III. We have followed the guidelines provided by the university in writing

the report.
IV. Whenever we have used materials (data, theoretical analysis, and text)
from other sources, we have given due credit to them in the text of the
report and giving their details in the references.

Name Roll Number Signature

Nikhil Kawade HRD1815205
Twinkle Mishra HRD1815144
Prajakta Raut HRD1815139
Bhakti Datarkar HRD1815242
Kanishka Chandra HRD1815213
Jawala Singh HRD1815140
Santoshi Pandhrawada HRD1815149
Tushal Shankhe HRD1815360
Jagriti Tripathi HRD1815145

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 Customer Satisfaction Survey on Honda Two Wheelers

ACKNOWLEDGEMENT

Words are inadequate to express our deep sense of gratitude to Asst.

Prof. Dr. Vaibhav Patil, our Project Guide, for his consistent guidance,
inspiration and sympathetic attitude throughout the project work, which we
are sure, will go a long way in our life.

We owe sincere thanks towards Dr. G. Gopalkrishnan, Director of our

institute as all the success is the result of his affectionate encouragement.

We are grateful to our Dean Dr. Col. A Bala Subramnian for his
encouragement and guidance throughout the PGDM course.

We express our sincere thanks to all our staff and colleagues who
have helped us directly or indirectly in completing this project. We are also
grateful for the many useful comments and suggestions provided by
reviewers, which have resulted significant improvements in project.

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 Customer Satisfaction Survey on Honda Two Wheelers

CONTENTS

Chapte1: Introduction…………………….………………………….7

Chapter 2: Objectives…………………………………………………9

Chapter 3: Research Question, Hypothesis………………………….10

Chapter 4: Literature Review………………………………………...11

Chapter 5: Research Methodology / Design………………………….12

Chapter 6: Data Analysis……………………………………………..14

Chapter 7: Findings and Interpretation……………………………..18

Chapter 8: Limitation………………………………………………….19

Chapter 9: Conclusion……………………………………………..…..20

Chapter 10: Recommendation………………………………………..21

Chapter 11: References…………………………………………….….22

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 Customer Satisfaction Survey on Honda Two Wheelers

ABSTRACT

This research analyses the satisfaction of the customer towards two wheelers.
The study was restricted only to Pune. A total of 237 consumers of ONLINE
surveyed with structured questionnaires. Statistical analysis is done such as
percentage analysis. India is one of the largest manufacturers and producers of
two-wheelers in the world. The preference of the consumers clearly signifies that
their importance of family and friends influencing their purchase, the additional
facilities expected, and many more. In the beginning of the century, the
automobile entered in the transportation market as a teddy bear for the rich.
However, it became gradually more popular among the general population
because it gave travelers the freedom to travel when they wanted to and where
they wanted. Readability of copy is of paramount importance.

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INTRODUCTION

Honda Motorcycle and Scooter India, Private Limited (HMSI) is the wholly
owned Indian subsidiary of Honda Motor Company, Limited, Japan. Founded in
1999, it was the fourth Honda automotive venture in India, after Kinetic
Honda Motor Ltd (1984-1998), Hero Honda (1984-2011) and Honda Siel Cars
India (1995-2012). HMSI was established in 1999 at Manesar, District Gurgaon,
Haryana.

Currently HMSI has four manufacturing locations at Manesar in Haryana,

Tapukara in Rajasthan, Narsapura, Kolar in Karnataka and Vithalpur, NW of
Ahmedabad.

Scooter -exclusive plant in Gujarat. Its facility in Narsapura is the largest

amongst its four locations and has a capacity of 6,600 vehicles per day. Honda
India sales skyrocketed up to 4.28 million motorcycles and scooters backed by
scooterization of India via bestselling scooter Activa over 350,000 scooter sales
in September 2017. Honda scooter Activa sales record expected 3.5million
scooters in 2017/18. Honda motorcycle & scooter started independent operation
since 2010s after separation from Hero Honda motors J/V since 1984. 6million
production capacity establishment within 7 years record in India, Top world
motorcycle market.

Honda was built up upon the key faith in the estimation of every person. In light
of our theory, we regard autonomous soul and flexibility, uniformity and shared

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 Customer Satisfaction Survey on Honda Two Wheelers

trust of individuals who work for or interact with our organization. All things
considered our administration arrangements center around creating and
improving the fundamental qualities that each individual has - ability to think,
reason, and in particular - the capacity to dream. Being the biggest maker of
2wheelers and a standout amongst the most appreciated organizations on the
planet unquestionably excites us (Drolet, Aimee L., and Donald G. Morrison). In
any case, what excites our partners most is the 'Delight of Creating', one of our
missions at Honda, which advances working for our own particular joy. In the
event that you have an energy for 2-wheelers and have a testing soul, your
capacities are more vital to us instead of which college you go from.

India will be the greatest worldwide market for Honda's bike business by 2015
preceding in the long run representing 30 for each penny of its general piece of
the overall industry (Sealant, Priscilla, and Don A. Dillman). At exhibit, this is 13
for every penny except the organization is running level out with new item
dispatches as a feature of a forceful development system. The 110cc Dream Yuga
cruiser, divulged at the Auto Expo here on Thursday, will reveal this year for the
mass market, a portion in which Honda's previous accomplice, the Hero
gathering, runs the perch with the Splendor and Passion brands.

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OBJECTIVES

The following are the objectives of the study

 To study the factors that influence the consumer to select Honda Two-
Wheeler.
 To know about consumer preferences towards Honda Two-Wheeler.
 To find the customer’s satisfaction of Honda Two-Wheeler.

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DEVELOPMENT OF HYPOTHESIS

H0: There is no significant relationship between the consumer satisfaction

decision and accessories provided.

H0: There is no significant relationship between the consumer satisfaction

decision and cost.

H0: There is no significant relationship between the consumer satisfaction

decision and mileage.

H0: There is no significant relationship between annual income and brand they
owned.

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LITERATURE REVIEW
[1]. Philip Kotler 2000/e- Marketing Management

 [2]. G.C. Beri- Marketing Research

 [3]. Aaker Myers “Advertising Management” prentice Hall of India pvt. Ltd,

New Delhi.

 [4]. Kothari. C.R,(1998).”Research Methodology”, H.S. Poplai for

WishwaPrakashan, New Delhi.

 [5]. Philip Kotler., Grey Amstrong.,(1999) “Principles of Marketing”,

AshokeK.Ghose., New Delhi.

 [6]. PhilipKotler.,(1999) “Marketing Management” AshokeK.Ghosh., New

Delhi.

 [7]. R.S.N. Pillai&Bagavathi., (1999)“Marketing Management” S.

chand&

Co. Ltd,

 [8]. Rajan Nair.,(1997) “Marketing” Sultan chands& sons, New Delhi,

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 Customer Satisfaction Survey on Honda Two Wheelers

 [9]. S.A.Sherlekar,”Modern Marketing”Himalaya publishing House,

Bombay.

 [10]. Dr.C.Annandan&M.Prasanna Mohan Raj &Mr.S.Madhu, A

Study o

RESEARCH METHODOLOGY

We are using two methodologies: Descriptive design and correlational design.The

process used to collect information and data for the purpose of making business
decisions.The methodology may include publication research, interviews, surveys
and other research techniques, and could include both present and historical
information.Demographics analysis will be done by descriptive design, whereas
customer satisfaction and factors affecting purchase decision will be done by
regression analysis.Demographic analysis is a technique used to develop an
understanding of the age, sex, and racial composition of a population and how it
has changed over time through the basic demographic processes of birth, death,
and migration.For testing the significance of the relationship, we will use
Friedman’s test.The Friedman test is the non-parametric alternative to the one-
way ANOVA with repeated measures. It is used to test for differences between
groups when the dependent variable being measured is ordinal.The mean rank
will help us to find the factors that affect the most in purchase
decision.Ranking in statistics. In statistics, "ranking" refers to the data
transformation in which numerical or ordinal values are replaced by
their rank when the data are sorted. For example, the numerical data 3.4, 5.1, 2.6,

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7.3 are observed, the ranks of these data items would be 2, 3, 1 and 4
respectively.
Data collection is the process of gathering and measuring information on
variables of interest, in an established systematic fashion that enables one to
answer stated research questions, test hypothesis, and evaluate outcomes. The
data collection component of research is common to all fields of study including
physical and social sciences, humanities, business, etc. Data collection methods
can be divided into two categories: secondary methods of data collection and
primary methods of data collection.The data was collected in two ways: Primary
data collection and Secondary data collection. The primary data are data collected
from the original sources, which were previously unknown. Primary data were
collected through personal interaction and online survey.The online survey or
questionnaire is method of data collection where each person is asked same set of
question in same order by researcher.Secondary data collected from various
journals, independent research papers, magazines, newspapers and feedback on
various social media platforms and e-retailers.
This study assumes the characteristics of descriptive. The study is based on
primary data collection. The secondary data was collected from the articles,
journals, newspaper and websites. The study is conducted on the basis of a
convenient sample method for 2 respondents. The sample size comprises of
different types of consumer who are potential users of Two Wheeler like
employees, students, and professional etc.

Research problem

 To view the satisfaction level of the customers of two-wheeler vehicles in

Honda.
 With regarding to parameters like occupation, age, gender, monthly
income, source of information, free service etc.

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Research process: A questionnaire is developed and sent to various samples and

collected the data and analyzed the data based on various parameters which we
previously stated.

Research design:

 Questionnaire is being prepared and corrected the mistakes in it.

 Sent it to sample customers
 Got 237 responses
 Analyzed the data and kept it in a format
 Interpreted the data and drawn the outputs
 The final data is stated in the form of graphs.
DATA ANALYSIS

The mean rank test was performed to find out the order in which the factors affect
the purchase decision of the customer for the Honda Two Wheeler. We have even
performed test to find the degree of customer satisfaction related to different
characteristics and services of the Honda Two Wheeler. We have used the non-
parametric Friedman test which was performed in SPSS.
The Friedman test is the non-parametric alternative to the one-way ANOVA with
repeated measures. It is used to test for differences between groups when the
dependent variable being measured is ordinal. It can also be used for continuous
data that has violated the assumptions necessary to run the one-way ANOVA with
repeated measures (e.g., data that has marked deviations from normality).
Analysis: Evaluate the following according to their importance that may
effect on your purchase.
We had listed characteristics as Price, Quality, Fuel Efficiency, Comfort,
Specifications, Performance. As per the responses we have performed the
Friedman test in SPSS.

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 Customer Satisfaction Survey on Honda Two Wheelers

Price 94 39.49% 1

Quality 79 33.19% 2

Performance 18 7.56% 4

Fuel Efficiency 16 6.72% 5

Specification 10 4.20% 6

Comfort 20 8.40% 3

Style 2 0.84% 7

Ranks
Mean Rank
Level of Satisfaction [Design] 6.22
Level of Satisfaction [Material Of Body] 5.63
Level of Satisfaction [Post Purchase Services] 5.14
Level of Satisfaction [Accesories Provided] 4.65
Level of Satisfaction [Maintainance ] 5.13
Level of Satisfaction [Mileage ] 5.09
Level of Satisfaction [Performance ] 6.18
Level of Satisfaction [Cost ] 4.77
Level of Satisfaction [Riding Comfort] 6.00
Level of Satisfaction [Durability] 6.20

Chi-Square Tests
Asymp. Sig. (2-
Value df sided)
Pearson Chi-Square 61.894 33 .002
Likelihood Ratio 53.150 33 .015
N of Valid Cases 237

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Since p < 0.05 for the entire variable taken into consideration, we reject the null
hypothesis.

• H0: There is no significant relationship between the consumer satisfaction

decision and accessories provided.

Since p <0.05 as mentioned in the table hence we accept alternate hypothesis.

• H0: There is no significant relationship between the consumer satisfaction

decision and cost.

Since p <0.05 as mentioned in the table hence we accept alternate hypothesis.

Annual Income * Which Two Wheeler Brand do you own? Crosstabulation

Count
Which Two Wheeler Brand do you own? Total
1
Dio...
1 Navi Depend
suzuli s on Royal
Scoot type of N enfiel Royal
1 y 2 3 4 5 6 vehicle O d Enfield Yamaha
Annual 1 61 0 26 19 18 7 4 1 1 1 0 5 143
Incom 2 38 0 10 6 2 3 1 0 0 0 1 0 61
e 3 9 0 0 4 1 1 0 0 0 0 0 1 16
4 8 1 0 2 0 1 0 0 0 0 2 3 17
Total 116 1 36 31 21 12 5 1 1 1 3 9 237
 H0: There is no significant relationship between the consumer satisfaction
decision and mileage.

Since p <0.05 as mentioned in the table hence we accept alternate hypothesis.

Based on the results, we can state the following:

 There is significant relationship between the consumer satisfaction

decision and accessories provided.
 There is significant relationship between the consumer satisfaction
decision and cost.

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 Customer Satisfaction Survey on Honda Two Wheelers

 There is significant relationship between the consumer satisfaction

decision and mileage.

Analysis: Rate the factors as per your satisfaction of your Two Wheeler.

Test Statisticsa
N 116
Chi-square 74.069
Df 9
Asymp. Sig. .000
Monte Carlo Sig. .000
Sig. 95% Confidence Lower Bound .000
Interval Upper Bound .000
H0: There is no significant relationship between annual income and brand they
owned.

Since p <0.05 as mentioned in the table hence we accept alternate hypothesis.

Hence, We accept

H1: There is significant relationship between annual income and brand the
owned.

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FINDINGS & INTERPRETATION

 There is significant relationship between the consumer satisfaction

decision and accessories provided.
 There is significant relationship between the consumer satisfaction
decision and cost.
 There is significant relationship between the consumer satisfaction
decision and mileage.
 There is significant relationship between annual income and brand they
own.

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LIMITATIONS OF THE STUDY

 The study is limited to Customers who have purchased Honda Motors

Two-Wheeler in.
 Since a convenient sampling method is adopted, the sample may not be
representing all types of customers.
 As the study is conducted for a limited period and hence it may not be
exhaustive.
 The survey is conducted in Pune region only.

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CONCLUSION

 The brand of two wheeler consumer purchases and their annual income are
dependent on each other.
 From research we can conclude that consumer preference depends on
price, quality and comfort.
 Company should focus on design, durability and riding comfort to improve
satisfaction level of consumer.

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 Customer Satisfaction Survey on Honda Two Wheelers

RECOMMENDATION

 Company should focus on design, durability and riding comfort.

 Company should focus on fuel efficiency, specification and style.

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REFERENCES

• https://www.honda2wheelersindia.com/
• https://www.autocarpro.in/
• IOSR Journal of Business and Management (IOSR-JBM) e-ISSN: 2278-
487X, p-ISSN: 2319-7668. Volume 16, Issue 5. Ver. I (May. 2014), PP 65-
74 www.iosrjournals.org
• “TWO-WHEELER CONSUMERS’ BEHAVIOUR TOWARDS
CUSTOMER SATISFACTION” ,

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• Prof. Mohd. Akbar Ali Khan, ISSN- 2350-0530(O), ISSN- 2394-3629(P)

• Essentials of Marketing Research, A Hands-on Orientation
• Marketing Management, Phillip Kotler and Kevin Lane Keller
• Business Statistics, N D Vohra
• Business Statistics, J K Sharma

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