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Customer Satisfaction After Sales & Service Provided by Honda Activa

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Customer Satisfaction After Sales & Service Provided by Honda Activa Customer satisfaction after sales & service provided by Honda activa Contents Chapter-I Introduction Statement of the problem Objectives of the study Need for the study Scope of the study Methodology Limitations of Study Chapter-II Theoretical background Customer satisfaction Customer buying decision process Marketing Consumer behavior Sampling procedure Chapter-III Industrial back ground of the study Growth of the industry Industry profile Motor cycle sweep stakes Origin of the organization Product profile Chapter-IV ANJUMAN INSTITUTE OF MANAGEMENT BHATKAL-581320 Page 1 Customer satisfaction after sales & service provided by Honda activa Data Analysis & Interpretation Chapter—V Findings Suggestions Conclusion ANNEXURE Questionnaires Bibliography ANJUMAN INSTITUTE OF MANAGEMENT BHATKAL-581320 Page 2 Customer satisfaction after sales & service provided by Honda activa CHAPTER-I Introduction Statement of the problem Objectives of the study Need for the study Scope of the study Methodology Limitations of Study INTRODUCTION The two wheeler segment in the automobile industry plays a vital role in India. The present day market is such that a two wheeler is affordable by middle class people in urban areas. It is also more convenient for travelling short distance within the city and for individual, over, the years the sales figured of the two wheelers has increased to a very large extent. ANJUMAN INSTITUTE OF MANAGEMENT BHATKAL-581320 Page 3 Customer satisfaction after sales & service provided by Honda activa The sales of the two wheeler in 1950 were merely 900 units, whereas now the sales have gone up to millions. The two wheeler market mainly consists of scooterette and motorcycles. The motorcycles segment forms 65% of whole of two wheeler segment. Whereas earlier the motorcycles had a very small share in the two wheeler segment but with the collaboration of Indian and Japanese companies (Honda, Suzuki, and of Kawasaki) the share has increased tremendously with reason being that two wheelers had a superior engine, better pick-up, good mileage, improved designs and large options to choose from. The two wheeler segment is divided into two stroke and four stroke categories. The two strokes consists of kinetic Honda, Nova, Yamaha Rx135, kb-125, etc. the four strokes category consists of Honda Activa, TVS Scooty, Kinetic Style, etc. Most of the officials or some persons generally prefer these two wheelers, such as Honda Activa, Kinetic Honda, Scooty, etc, as they are more concerned with mileage. They are also concerned with these two wheelers, as they prefer unguarded vehicles, so that it would be easy to ride the two wheelers in the cities where there is much traffic. The scooterette segment will continue to lead the demand for two wheeler in the coming years. The Indian two wheeler industries produced and sold about 3.4 million units in the year 2009-10. Like any other Indian industry, the policy environment guided and controlled this segment of the industry as well. Licensing horns ruled day till the mid 80‟s access to foreign technology inputs and foreign investment were strictly government controlled. Since mid 80‟s, the Indian automobile industry was administered select doses of liberalization, foreign collaboration coupled with Indian market ANJUMAN INSTITUTE OF MANAGEMENT BHATKAL-581320 Page 4 Customer satisfaction after sales & service provided by Honda activa potential, attracted world major companies like, Honda, Yamaha, Suzuki, etc. STATEMENT OF THE PROBLEM With the recent influx of different brands in today‟s four wheel auto segment each striving to satisfy customer with the end results of maintaining loyalty, at present cars as such have become necessity but not a nicety. With this outlook of today‟s market it is even a layman‟s perceptive that Honda has stood against all odds this indicates that Honda, by itself reflects a satisfied customer. Keeping in mind curriculum requirement and organizational requirement the study has been conducted to find out customer satisfaction towards Honda Activa. However, due to time constraint an in depth study could not be undertaken. OBJECTIVES OF STUDY The main objectives of the study are: 1. To find out the customer satisfaction level. ANJUMAN INSTITUTE OF MANAGEMENT BHATKAL-581320 Page 5 Customer satisfaction after sales & service provided by Honda activa 2. To various age groups, qualification, occupation, and household income of all the respondents. 3. To find out from which dealer the customer has purchased their product and the source of awareness about the dealership and the product. 4. To find the availability of finances schemes and mode of purchase through the various financial schemes. 5. To find customer satisfaction level towards sales process. 6. To find out the impact of showroom ambience, product briefing and salesman effectiveness. NEED FOR THE STUDY The need for the study arises in order to create awareness amongst the customers and to determine the customer satisfaction. The need for the study arises due to the following reasons: - 1. To measure the level of customers satisfaction towards silicon Honda. 2. To know the customer preferences towards Activa. 3. In order to retain the existing customers. 4. To market brand loyally towards the product. 5. To know the customers opinion towards existing after sales service provided by the company. SCOPE OF THE STUDY 1. It helps to know that which publicity media gives maximum retention to the customers. ANJUMAN INSTITUTE OF MANAGEMENT BHATKAL-581320 Page 6 Customer satisfaction after sales & service provided by Honda activa 2. The study also helps the company to improve their standard of service & handle the competition in the near future. 3. It also helps in putting in possible improvements, additions, and new strategies and offers the customers. 4. It also puts a detailed insight into the different aspects of the company, such as manufacturing, marketing sales, production and finance etc. METHODOLOGY Formulation of Hypothesis The hypothesis was formulated assuming that it would ensure a proper method for the study based on which relevant material can be collected. Research Design It has been assumed that source of data are the foundation, based upon which the actual required information can be extracted. Sample Procedure Empirical field studies require collection of first hand information on data pertaining to the unit of study from the field. This sampling plan is effective in getting the first hand information, i.e. primary data, which has been required for the study by the research. LIMITATION OF THE STUDY A good project report “sells” the result of the study, but every project has its own limitations. 1. The study could not be conducted on a large sample size and area because of time constraints. This covers all the academic requirements ANJUMAN INSTITUTE OF MANAGEMENT BHATKAL-581320 Page 7 Customer satisfaction after sales & service provided by Honda activa strictly maintaining organization standards, a sincere attempt has been made to collect information. 2. The number of sample size is 100 respondents. 3. The study is targeted to the population of students, officials, servicemen, businessmen and professionals. 4. The study is confined only to the Gangavathi confined limits. 5. The study is limited to the time constraint. And was to be done only in Gangavathi. Some respondents did not answer correctly as they were short of time. CHAPTER-II Theoretical background Customer satisfaction Customer buying decision process ANJUMAN INSTITUTE OF MANAGEMENT BHATKAL-581320 Page 8 Customer satisfaction after sales & service provided by Honda activa Marketing Consumer behavior Sampling procedure THEROTICAL BACKGROUND CUSTOMER SATISFACTION Customer satisfaction suffices the customer. Customer visualizes, perceives and will have some expectations before making any purchase. If the product meets customer‟s expectations then he is satisfied. Customer will be satisfied when the product meets the basic needs set and therefore utility of a product is nothing but consumer‟s estimation of products over all capacity to satisfy his needs. Customer satisfaction is a function of perceived performances and expectations. ANJUMAN INSTITUTE OF MANAGEMENT BHATKAL-581320 Page 9 Customer satisfaction after sales & service provided by Honda activa Dissonance – reducing buying behavior The customer might experience post purchase dissonance by noticing disquieting features of product or by hearing favorable things about other product. If performance of product does not satisfy perceived expectations, the customer is dissatisfied, where he develops dissonance. Post purchase satisfaction When the customer is satisfied or delighted he will be dazzled. If the product matches the expectations of customer he is satisfied. The customer‟s satisfaction is a function of closeness between the buyer‟s product expectation (E) and products perceived performance (P) Post purchase actions There is high probability of purchasing the product if the customer care satisfied. Marketers should take keen interest in handling customer‟s dissatisfaction. Marketer‟s job is to understand buyer‟s behavior and aim at satisfying customers. The satisfied customers will have brand loyalty and strong affinity towards the product, so there is less scope of switching to other brands. Satisfaction can be used as gauge for measuring effectiveness of customer care of the organization. This increases the customer loyalty. Customers buying decision process Social factors, personal factors,
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