A STUDY ON

CUSTOMER SATISFACTION TOWARDS HONDA TWO WHEELERS

Submitted in partial fulfillment of the

Requirement for the award of the degree of
BACHELOR OF BUSINESS ADMINISTRATION
BY
DAFEDAR MEHTAB
(165014001)
Under the esteemed guidance of
MS. S.G.RADHA M.B.A
Lecturer in Management Studies

DEPARTMENT OF BUSINESS MANAGEMENT

VASAVI MAHILA KALASALA
AFFILIATED TO RAYALASEEMA UNIVERSITY
KURNOOL
2016-2019

1
 A STUDY ON

CUSTOMER SATISFACTION TOWARDS HONDA TWO WHEELERS

Submitted in partial fulfillment of the

Requirement for the award of the degree of
BACHELOR OF BUSINESS ADMINISTRATION
BY
DAFEDAR MEHTAB
(165014001)

Under the esteemed guidance of

MS. S.G.RADHA M.B.A
Lecturer in Management Studies

DEPARTMENT OF BUSINESS MANAGEMENT

VASAVI MAHILA KALASALA
AFFILIATED TO RAYALASEEMA UNIVERSITY
KURNOOL
2016-2019

Vasavi Mahila Kalasala

Kurnool

2
 Department of Business Management

CERTIFICATE

This is to certify that the Project Report titled Customer satisfaction

towards HONDA Two wheeler was carried out by DAFEDAR MEHTAB
(165014001). this is submitted in partial fulfillment for the award of the
Degree of Bachelor of Business Management (BBM) of Rayalaseema
University, during the academic year 2016 - 2019.

EXAMINER HOD PRINCIPAL

3
 PROJECT GUIDE CERTIFICATE

Dafedar Mehtab, pursuing BBM of final year from Vasavi Mahila

Kalasala, Kurnool in partial fulfillment for the award of the degree has
been done her project entitled, “Customer Satisfaction towards Honda
Two wheelers”, under my guidance has furnished the details true to the
possible extent of my knowledge.

Place:

Date:

MS. S.G.RADHA (M.B.A)

Lecturer in Management
Studies

4
 DECLARATION

I hereby declare that this Project Report titled “ A Study On

Customer Satisfaction towards Honda Two Wheelers ” submitted by
me to the Department of Business Management, Vasavi Mahila Kalasala,
is a bonafide work undertaken by me and it is not submitted to any other
University or Institution for the award of any degree/diploma/certificate
or published any time before.

Name of the Student Signature of the Student

Date

5
 ACKNOWLEDGEMENT

I, the researcher would like to express

my thanks to all those who helped me directly

or indirectly to complete this project.

First, I take this opportunity to express my sincere thanks to

our Principal Smt. Dr. N. Parvathi Madam and the

college management for providing an opportunity and facility in

successful completion of my project.

My heartful thanks to MS .S.G RADHA Mam, Vasavi

Mahila Kalasala, Kurnool for her constant guidance and valuable

advice the one who showed infinite interest and helped me at all

times with valuable suggestions and kind co-operation without

whom I could not draw multifarious sketch for my Project Work.

Finally, I am thankful to my parents who helped me directly

in my phase of completion of this project work.

DAFEDAR MEHTAB

6
CONTENTS:

 Introduction : 8-14
 Need For The Study : 15-18
 Research methodology : 19-20
 Industry profile : 22-28
 Review of Literature : 50-60
 Data analysis : 61-70
And
Interpretation
 Findings and suggestions : 72-75
 Conclusion : 77

Annexure

 Questionnaire : 79-81
 Bibliography

7
CHAPTER 1

INTRODUCTION

8
INTRODUCTION
The American marketing association offers the following definition:

“Marketing is the process of planning & executing the conception, pricing,

promotion & distribution of ideas, goods & services to create exchanges that

satisfy individual & organizational goals”.1

- (Czikota Kutabe)

”Everyone knows what satisfaction is, until asked to give a definition. Then it

seems nobody knows”. this quote from Richard L .Oliver , respected expert &

long time writer & researcher on the topic of customer satisfaction expresses the

challenges of definition this most defining this definitions, Oliver offers his own

formal definition”.2

- (Tata Mc Graw Hill)

“Marketing is a phenomenon brought about by the pressures of mass production &

increased spending power”.3

(V.S. Ramaswamy &Namakumari)

With reasonable review of literature a thorough work in studying

the effective functioning of customer satisfaction in Honda two wheelers is felt a

necessary. In the explained circumstances customer satisfaction towards Honda

two wheelers is chosen for study in SRI VASAVI HONDA, Kurnool, and Andhra

Pradesh.

Customer satisfaction, commonly abbreviated CS, is a business

term which is used to capture the idea of measuring how satisfied an enterprise’s

customers are with the organization’s efforts in a market place. It is seen as a key

business performance indicator & is part of the four perspectives of a balanced

scorecard.

9
 Every organization has customer of some kind. The organization

provides products of some kind to its customers through the mechanism of a

market place. The products the organization provides are subjects to competition

whether by similar products or by substitution products.

MEASURING CUSTOMER SATISFACTION:

Customer satisfaction is an ambiguous & abstract & the actual manifestation of

the state of satisfaction will vary from person to person & product/service to

product/service. The state of satisfaction depends on a number of both

psychological & physical variables which correlate with satisfaction behavior

such as return & recommend rate. The level of satisfaction can also vary

depending on other options the customers may have & other products against

which the customer can compare the organization’s products.

Because satisfaction is basically a psychological state, care should be

taken in the effort of quantitative measurement, although a large quantity of

research in this area has recently been developed. work done by Berry, Brodeur

between 1990 & 1998 defined ten ‘Quality Values’ which influence satisfaction

behavior, further expanded by Berry in 2002 & known as the ten domain of

satisfaction. These ten domains of satisfaction include: quality, value timeliness,

efficiency, ease of access, environment, interdepartmental team work, front line

service behaviors, commitment to the customer & innovation. These factors are

emphasized for continuous improvement and organizational change measurement

& are most often utilized to develop the architecture for satisfaction measurement

as an integrated model. Work done by Parasuraman, Zeithaml & Berry between

1985 and 1988 provides the basis for measurement of customer satisfaction with a

service by using the gap between the customer’s expectation of performance. This

10
provides the measurer with a satisfaction “gap”. Which is objective &

quantitative in nature.

Work done by Cronin & Taylor proposes the

“confirmation/disconfirmation” theory of combining the “gap” described by

parasuraman, Zeithml & Berry as two different measures into a single

measurement of performance according to expectation. According to Garbrand,

customer satisfaction equals perception of performance divided by expectation of

performance.

The usual measure of customer satisfaction involves a survey

instrument with a set of statements using a likert technique or scale. The customer

is asked to evaluate each statement& in turn of their perception and expectation of

the performance of organization being measured.

Business survives because they have customers that are willing to buy

their product or service. However, many times business fail to “check in” with

their customers to determine whether they are happy or not & what it will take or

keep them happy. Customers are your best source of business information.

Whether it’s to improve an existing product or service or whether you are

planning to launch something new. Here is no substitution for “getting it from the

horse mouth”. When you open up the lines of communication, you are able to

make changes or launch products more quickly.

By taking to your customer directly, you increase your odds

for achieving success; you “mistake – proof “your decisions & work on what

really matters. When you routinely ask your customers for feedback & involve

them in your business, they in turn become committed to the success of your

business.

11
 Customer satisfaction data are received in a variety of methods, including:

 Feedback received in response to answers to customer’s

complaints.

 Dialog between the customer & field executive or mgmt which is

then documented in a trip visit summary report.

 Industry positioning surveys

 Lost business reports.

 Meetings with customers – interview sessions with questionnaires.

The key to customer retention is customer satisfaction

& a highly satisfied customer.

 State loyal longer.

 Buys more as the company introduces new products &

upgrades existing products.

 Talks favorably about the company & its products.

 Pays less attention to competing brands & advertising and is

less sensitive to price.

 Offers product or service ideas to the company.

 Costs less to serve than the new customers because

transactions are routinised.

The customer pays not for the product/service offered but he pays for

the satisfaction he derives from the product or service. In other words, the

company would not sell a product/service to customer but sells satisfaction.

Successful selling takes place when the company matches its service with the

customer expectation. This happens only when companies try to anticipate &

understand the customer needs from customers point of view & not from

12
company’s point view, so the company needs to put itself in the customers

situation & then understand what the company would really need to do to gain the

customer’s acceptance & customers satisfaction, individual firms have discovered

that increasing levels of customer satisfaction can be linked to customer loyalty &

profits. There is an important relationship between customer satisfaction &

customer loyalty.

Tools for tracking & measuring customer satisfaction:

1)Complaint & suggestion systems:

A customer centered organization makes it easy for its customers to

deliversuggestions &complaints. For instance many restaurants & hotels provide

forms for guests to report likes & dislikes &through toll-free telephone numbers,

web pages & e-mail to facilitate two – way communications. These information

flows provide the companies with many good ideas & enable them to act quickly

to resolve problems.

2)Customer satisfaction surveys

Studies show although the customers are dissatisfied with one out of every four

purchase, less than 5%of dissatisfied customers will complaint. Most customers

will buy less or switch suppliers. Complaints levels are thus not a good measure of

customer satisfaction. Responsive customer centered companies will measure

customer satisfaction directly by conducting periodic surveys on regular basis.

13
3)Ghost shopping

Companies can hire persons to pose as potential buyers to report on strong &

weak points experienced in buying the company’s & the competitors’ products.

These mystery shoppers can even test the company’s sales personnel’s customer

management attitude.

4)Lost customer analysis:

Companies should track & contact customers who have stopped buying or who

have switched to another supplier to learn why this happened, according to the

study conducted by Dr.Rajiv Kaushik the topic Indian Journal of Marketing in

july, 2006.

14
NEED FOR THE
STUDY

15
NEED FOR THE STUDY:

Although there have been studies on “ Customer Satisfaction”, the study

application & affects on “HONDA” two wheelers some to be unimpressive.

Hence this study will be a valuable contributing in analyzing customer satisfaction

& its effort on the organization & industrial scenario improving the performance

of the organization is essential as a result under taking as academic study on

customer satisfaction will be a welcome set up. This study will be definitely

helpful in achieving the organizational effectiveness & its market share.

16
OBJECTIVES:

1) To know about the factors influencing the customer decision of purchasing

Honda twowheeler.

2) To determine any changes for promoting.

3) The main objective of the study is to find to what extent the customers are

satisfied or dissatisfied.

4) To understand the factors which can influence in enhancing customer

satisfaction.

5) To find out the role of after sales service in enhancing the customer

satisfaction.

6) To find out the overall performance of the brand Honda.

17
LIMITATIONS:

 Time has been major constraint in carrying out of study as it has been

for duration of two months.

 As this survey was restricted to Kurnool city, this cannot be stated as

in depth study on this subject.

 Enough care is taken in formulating the questionnaire; still some

errors may creep in.

 The customer satisfaction varies according to different products.

18
 RESEARCH

METHODOLOGY

19
RESEARCH METHODOLOGY:

RESEARCH DESIGN:

The survey has been conducted to understand the customer satisfaction on Honda

two wheelers.

DATA COLLECTION METHOD:

For this study the information has been gathered from following sources.

a. Primary data

b. Secondary data

PRIMARY DATA:

Primary data is gathered by administering carefully prepared structured

questionnaire, which include open ended dichotomous questions.

SECONDARY DATA:

Secondary data is gathered from Honda company website.

www.honda.co.in and company brochures.

SAMPLE SIZE:

The sample size of this study is 100 which include the customers from Kurnool

city.

20
 CHAPTER 2

INDUSTRY PROFILE

COMPANY PROFILE

21
INDUSTRY PROFILE

22
 INDUSTRY PROFILE
Motorcycles have made their debut around the 1950s; this section looks at the
two wheelers which have over the years caught the imagination of country. It was in
the year 1954 that the Indian government ordered for total number of 800 motorcycles
to man the Pakistani borders. In came the Bullets which were initially launched in
England as a 350cc bike and it was upgraded to 500cc a year or so later. These bikes
have remained unaltered, barring some cosmetic changes which have undergone over
the years.
Thus one can say without much of a doubt that the 1955 Bullet was one of the
initial hits of the Indian two-wheeler industry and till today it continues to be a
darling of the motorcycle enthusiasts.
Enfield Bullet had a close competition with another sturdy bike named Rajdoot; as
the bike was strong enough to handle the rough Indian roads. The company had
roped in Indian He-man Dharmendra for the promotion of the bike. With more
than 1.6 million vehicles on the road the Rajdoot motorcycle was one of the initial
hits of the earlier years of two-wheeler historyinthecountry.
When heavy motorcycles were the order of the day, a relatively lighter bike had
caught on the imagination of the Indian two wheeler user. Ind- Suzukia bike
launched by the then TVS Suzukigroup was an instant hit; however the bike could
not sustain its initial success due to the high import content in the vehicle and less
of localization.
In scooters Bajaj Chetek has been hugely responsible for adding momentum to
the transport system of the country, till today it remains one of the most successful
brands to have come out of the Bajaj stable.
The scooter is named after the horse of legendary Rana Pratap Singh. These sets of
two wheels have become a part of the Indian milieu and are often considered a
representative of the Indian middle class aspiration. Very few two-wheelers have
been able to emulate the success, which Bajaj Chetek has achieved over the years.
Similarly LML Motors enjoyed a reasonable success with the launch of LML
Select which came with new age technology and improved performance.
Today newer models of two-wheeler are entering the market every day, slowly
pushing these names down the memory lane.

23
MOTORCYCLES IN INDIA
In 1955, the Indian government needed sturdy and reliable motorcycles for its Army
and police to patrol the rugged border highways. The first batch of 350cc Bullet from
the Royal Enfield Company of UK were received and assembled at Chennai.

The four stroke engine of the motorcycles is fuel efficient and is the main reason for
the growth of motorcycle segment In India. The motorcycle market share is about
81.5% of the total two wheeler market in India. Three-fourths of the total exports in
the two wheeler automobile industry are made in the motorcycle segment. Exports are
made mainly to South East Asian and SAARC nations.

Two Wheelers in India

The feeling of freedom and being one with the Nature comes only from riding a two
wheeler. Indians prefer the two wheelers because of their small manageable size, low
maintenance, and pricing and easy loan repayments. Indian streets are full of people
of all age groups riding a two wheeler. Motorized two wheelers are seen as a symbol
of status by the populace. Thus, in India, we would see swanky four wheels jostling
with our ever reliable and sturdy steed: the two wheeler.

24
BAJAJ AUTO HERO HONDA KINETIC MOTOR

› Kawasaki Ninja* › Hero Honda Achiever › Kinetic Aquila

› Bajaj XCD 135 DTS-Si* › Hero Honda CD Dawn › Kinetic Comet

› Bajaj Discover DTSi › Hero Honda CD Deluxe › Kinetic Stryker

› Bajaj Platina › Hero Honda Glamour

› Bajaj Pulsar DTSi › Hero Honda Karizma

› Bajaj Pulsar 200CC* › Hero Honda Passion Plus

› Bajaj Avenger › Hero Honda Splendor

› Hero Honda Splendor

-
NXG

› Hero Honda CBZ X-

-
Treme

› Hero Honda Hunk

LML INDIA ROYAL ENFIELD TVS MOTOR

› LML Adreno FX › Bullet 350 › TVS Apache RTR FI

› LML Beamer › Thunderbird Twinspark › TVS Flame

› LML Energy FX › Bullet Electra › TVS Star City

› LML Freedom › Bullet Machismo › TVS Taurus Fiero F3*

› LML Graptor › Bullet Machismo 500

25
HMSIL SUZUKI MOTOR YAMAHA MOTOR

› Honda Shine › Suzuki Access 125 › Yamaha Crux

› Honda Unicorn

› Suzuki Heat › Yamaha FZ 150cc

 Grand Prix Edition

› Honda Stunner CBF › Suzuki Zeus › Yamaha Gladiator

- › Suzuki Hayabusa 1300 › Yamaha Libero G5

› Yamaha Gladiator Type

- › Suzuki Intruder M1800R
JA

- › Suzuki GS 150R › Yamaha Alba 106

› Yamaha YZF R1

› Yamaha MT 01

› Yamaha YZF-R15

Every possession is a statement. So are the two wheelers. In

Latest Cars in India
fact, two wheelers are more than that. A good-looking two-
Bajaj Pulsar
wheeler or motorbike not only impress others, but can go a
DTSi
long way in making your life convenient. Two wheelers like
Honda Activa
bikes and scooters are the symbol of mass transporters.
TVS Star
Motorized two wheelers make life a hassle free journey.
Bullet Electra
Thunderbird
Once you possess a two-wheeler, unknowingly, it would
become a part of your life. From helping you to reach the
market or the work place to making a sojourn at weekends to
a neighboring place with like-minded friends, your two-
wheeler is always multi tasking for you.

26
Two wheeler manufacturers are well aware of their rising
demand and hence, are teaming up the market with new
products every day. Manufacturers are targeting low income
sections also with some cheap motorbikes as they are
increasingly becoming the potential consumers. Seeing the
great demand of the two wheelers, International automobile
giants are heading towards India and collaborating with the
auto markets. In order to meet the skyrocketing demands of
the two wheelers, day-to-day swankiest bikes with high-
powered features are launched in the market to attract the
maximum buyers.

Two Wheeler Manufacturers

The two-wheeler manufacturers are especially encouraged by the enthusiasm of the

young riders who look for trendy products all the time. Some of the motorbike
manufacturers are also targeting young ladies and making bikes available that are
comfortable and cater specially to their needs.

The launch of the Mopeds has revolutionized the entire concept of transportation for
the women’s. Mopeds are light weight, easy to drive and cost effective. In a way-
Mopeds are tailor made keeping the needs of young girls and office going women’s in
mind.

Such is the craze for bikes, that it comprises the major percentage of the two-wheeler
industry, followed by mopeds and scooters. Now, college going crowd and youths
find bikes smarter and better for transportation. The best part about a bike is that it
provides quick and easy transportation, and can be parked anywhere around.
Various factors such as the availability of bikes on reasonable rates, auto loans and
higher disposable incomes have contributed to an evident upsurge in the demand of
bikes. There's a marked change in the preferences of the buyers, as most of them
prefer bikes to scooters and mopeds.

27
Scooters have been the darlings of Indian masses for long because of the convenience
it provides to the riders. Cheap scooters have been launched by the manufacturers to
reach the wider net of customers. Two-wheeler manufacturers have also introduced
scooters for that are a handy mode of commuting for the physically challenged.
In India, two wheelers have captured the imagination of young generation
everywhere. They are as much popular in the rural areas as they are in cities and
towns. The easy maintenance, affordable price and ability to adjust in any kinds of
road have made them dear to one and all.
Moreover, now-a-days getting finance or a loan has become a trouble free affair and
the numbers of bike riders are only growing with each passing day. Your two-wheeler
also needs your care and attention all the time.
With automobile India, you need not worry about the maintenance tips, statistics,
insurance, finance and latest trends in the two wheeler industry. It is all there at the
click of your mouse.

28
COMPANY PROFILE

29
30
31
Honda Motorcycle & Scooter India Pvt. Ltd

Honda Motorcycle & Scooter India Pvt. Ltd (HMSI) is a wholly owned subsidiary of
Honda Motor Company Ltd., Japan. Honda is the world's largest manufacturer of 2-
wheelers.

Honda Motorcycle & Scooter India Pvt. Ltd was established on August 20, 1999 in
Manesar near Gurgaon in Haryana. The foundation stone for the factory was laid on
December 14, 1999 and the factory was completed in January 2001.

Honda Motorcycle & Scooter India Pvt. Ltd initially ventured into scooters as its joint
venture agreement with the Hero Group precluded its entry into the motorcycle
segment for five years. The company set new standards in the Indian scooter industry
with the launch of its gearless scooter Honda Activa. Thereafter company launched its
other products: Honda Dio, Honda Eterno, Honda Unicorn and Honda Shine. All the
products launched by HMSI were a big hit in the market.

32
33
 TOP MANAGEMENT

Chairman and President and Executive Vice President and

Representative Director Representative Director Representative Director
front row: Satoshi Aoki Takeo Fukui Koichi Kondo

back row: Senior Managing Director

Tetsuo Masaaki Mikio Atsuyoshi Takanobu Shigeru Akio

Iwamura Kato Yoshimi Hyogo Ito Takagii Hamada

Directors

Chairman and
Satoshi Aoki
Representative Director

President and
Takeo Fukui
Representative Director

Executive Vice
President and Koichi Kondo Chief Operating Officer for Regional Sales Operations (Japan)
Representative Director

Chief Operating Officer for Regional Operations (China)

Senior Managing Atsuyoshi
President of Honda Motor (China) Investment Corporation,
Director Hyogo
Ltd.

Senior Managing Compliance Officer

Mikio Yoshimi
Director Government & Industrial Affairs

Senior Managing
Takanobu Ito Chief Operating Officer for Automobile Operations
Director

General Supervisor, Quality

Senior Managing
Masaaki Kato Purchasing Operations Support
Director
President and Director of Honda R&D Co., Ltd.

Chief Operating Officer for Regional Operations (Europe, the

Senior Managing
Shigeru Takagi Middle & Near East and Africa)
Director
President and Director of Honda Motor Europe Ltd.

34
 Chief Operating Officer for Production Operations
Senior Managing
Akio Hamada Risk Management Officer
Director
General Supervisor, Information Systems

Chief Operating Officer for Regional Operations (North

Senior Managing Tetsuo America)
Director Iwamura President and Director of Honda North America, Inc.
President and Director of American Honda Motor Co., Inc.

Managing Director Akira Takano Chief Operating Officer for Customer Service Operations

Tatsuhiro
Managing Director Chief Operating Officer for Motorcycle Operations
Oyama

35
ORGANIZATION STRUCTURE

36
COMPANY PRODUCTS

37
All New Sporty Unicorn is powered by a newly developed Honda 4-stroke, 150cc
engine and incorporates many cutting-edge technologies developed by Honda’s
global R&D team. It sets new benchmark in the upper majority motorcycle
segment in India with its swift acceleration, superior mileage, international
styling, riding comfort and convenience.

Unicorn is engineered and styled for the taste of the younger generation. With the
4-stroke, 150cc engine delivering a whooping 13.3 bhp, Unicorn is the fastest
motorcycle in India racing from 0 to 60 kms per hour in a mere 5 seconds. It has
a distinctive sporty and macho design with a racy front face, masculine fuel tank
with knee grip and a sleek rear cowl.

Unicorn offers perfect balance of pickup and mileage, delivering 60 kmpl

through its famed 4-stroke Honda engine, cutting edge technologies like Multi-
Mapping CDI, Tumble Flow Combustion Chamber, Roller Rocker arm, and a
Classy Aerodynamic Body.

This engineering masterpiece with international design appeal, guarantees to

quench your thirst for motorcycle frenzy with all its stunning features.

38
39
 Shine

If a Dream is an aspiration that is longed for, the new Honda Shine is its supreme
embodiment. A masterful blend of form and function, the new Honda Shine brings
together the best of all that is sought in a motorcycle into one awe inspiring piece of
automotive technology.
Powered by Honda's revolutionary OPTIMAX and ERGO-TEC technologies, the
Shine is a companion that understands and delivers on the rider's need to do more in
their life by going further and faster than the rest. Honda Shine's ability to deliver the
best of pickup, mileage and style ensures that the rider always stays ahead of the pack
and thus fulfills his every dream.

40
ABOUT ACTIVA

Honda Activa is the first scooter model of HMSI for the

Indian market. It has revitalised the Indian scooter
market after its launch in the year 2001.

By design, the Activa lets anybody in the family get

their hands on it. To make riding fun, we removed the
gears and retained only those controls which can be
safely left to your reflexes. Like the accelerator and the
brakes in a lightweight body. So now, mothers can
enjoy an easy ride while fathers will appreciate its
sturdy build.

In fact, an Activa has something in it for everyone.

We’ve got two new colour graphic stickers, a
flamboyant one for the young rider who adheres to
style. And for the mature rider we have got a more
sober looking sticker, a reflection of their personality.
You’ll never see ease, technology and style come
together in such a smooth way. As in the
HondaActiva.

41
ABOUTDIO

DIO – India’s first motoscooter is named after the son

of Venus ‘Dyonisiac’, also known as Cupid, the God of
Love. DIO is set to add passion and excitement with its
stunning looks and performance, by incorporating the
latest world trends that make it a scooter that is much
ahead of its time

One look at DIO will tell you it’s more an accessory

than a mere convenience. As India’s first motoscooter,
it blends the looks of a motorcycle with the comfort of a
scooter. DIO heralds the dawn of two–wheeler fashion.
And if looks are anything to fall for, this is a treat. The
body–mounted headlamp and sleek indicators leap right
off the front. Ample legroom gives you an elegant
poise. The body tapers into the taillight and yet
continues to draw attention.

The DIO is complete in itself. Cutting edge technology

and style have been brought together in such a way as to
make it an engineering marvel. So, you can ride assured
that a bike doesn’t get or look any better.

Of course, this qualifies us to have the last word on

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

42
 AVIATOR
Exuding style from the word go, the Aviator is for those who don't have to try hard to impress.
Topped up with classy features, it adds to your quotient in more ways than one. Yes, the
Aviator is here. And it's time for you to arrive. In style.

43
STUNNER

Honda re-defines style with the new sporty CBF Stunner. Equipped
with a perfect blend of great looks, Stunning performance and unbeatable
quality it’s an ultimate desire of every youth. So set your spirit free and
leave others breathless with this absolute sensation, the ultimate style icon.

44
Originated from the Honda’s racing DNA, The Limited edition Unicorn Grand
Prix Edition Is designed to bring the authentic racing experience every time you
ride it.

Now breaking of circuits made easy, rise from 0 to 60 Kmph

in just 5 sec^. The Unicorn Grand Prix Edition is equipped
with powerful 13.3 bhp engine with several cutting edge
technologies. These ensure smooth power delivery in all
speed ranges and delivers consistent mileage of 60 Kmpl*.

Race the track with puncture resistant tuff-up tube' in the rear
tire. With reduced risk of sudden punctures. Unicorn Grand
Prix edition offers a hassle free ride without any unplanned
stops.

45
The limited edition Unicorn Grand Prix Edition is derived
from Honda’s racing DNA. The sporty graphics reflect true
racing attitude.

The racing inspired state-of-the art mono-suspension fitted on

tough yet flexible diamond frame provides stability and
comfort for confident riding over any road surface.

46
 World News>News Release

Motorcycles January 10, 2009

Honda Launches All-New Wave 110i with PGM-FI

BANGKOK, Thailand, January 10, 2009–Honda has highlighted its two decades of
leadership in the Thai motorcycle market by launching the Wave 110i, a family
motorcycle that offers the greatest consumer benefits.

Wave 110i

The Wave 110i is a trendy new vehicle in the “Modern Cub” style, designed under the
“Precious Commuter” concept. It features cutting-edge PGM-FI technology, which
creates a new standard for the family category. To connect with its target consumers,
Honda has chosen Dan-Worrawech Danuwong, a famous singer-artist, as presenter for
the Wave 110i, which comes in three different models and eight different color
schemes. It will be sold from 15 January onwards at a starting price of 34,000 baht.
Honda is targeting sales of 400,000 units per year for the Wave110i.

47
According to Zenjiro Sakurai, President of A.P. Honda Co., Ltd., “The 2008 motorcycle
market saw a total registration of 1,703,000 units, a 6.5% increase compared to the
previous year. Honda accounted for 1,151,000 units of the total motorcycle
registrations, which represents a 67.5% market share. Honda is clearly the market leader
and we have successfully maintained this leadership for 20 consecutive years. Honda
also has high growth potential for the family motorbike segment, with a total
registration of 777,000 units, or 90% market share.

“In 2009, consumers are expected to be more discerning when they make major
purchases, ensuring they get the greatest benefits. With its unique values of trust,
economy and utility, the innovative Honda Wave 110i is expected to meet consumer
demands. Today is a great opportunity for Honda to highlight its strength in family
motorcycles. The Honda Wave 110i sets a new standard for family motorbikes and was
upgraded to greater realizes its potential in today’s highly competitive market.”

48
 CHAPTER 3

REVIEW OF
LITERATURE
DATA ANALYSIS AND
INTERPRETATION

49
 REVIEW OF
LITERATURE

50
REVIEW OF LITERATURE

Customer satisfaction is typically defined as the degree to which a product meets

or exceeds the customer’s expectations about the product. The difficulty in

separating satisfaction from value & quality involves the word expectations. It

should be obvious that customers can hold expectations about any part of the

product offering, including value & quality.4

- (O.C.FerellMichael)

Customers today face a vast array of product & brand

choices, prices & suppliers. How do they make their choice’s believe that customers

estimate which offer will deliver the most value. Customer are value – maximizes,

with the bounds of search cost & limited knowledge, mobility& income. The form on

expectation of value & act on it.5

- (Philip Kotler)

The extent to which a product’s perceived

performance matches a buyer’s expectations. If the product’s performance falls short

of expectations, the buyer is dissatisfied. If performance matches or exceeds

expectations, the buyer is satisfied or delighted.6

- (Kotler & Armstrong)

The objective of all marketing efforts should be to

maximize customer satisfaction. Marketers must be certain to provide the best

possible product for the money & to avoid the raising consumer expectations for

product or service performance beyond what the product can deliver.7

- (Leon G. Schiff man)

51
CUSTOMER SATISFACTION:-

Customer satisfaction is a term frequently used in marketing. It is a measure of how

products and services supplied by a company meet or surpass customer expectation.
Customer satisfaction is defined as "the number of customers, or percentage of total
customers, whose reported experience with a firm, its products, or its services
(ratings) exceeds specified satisfaction goals.” Customer satisfaction provides a
leading indicator of consumer purchase intentions and loyalty." Customer satisfaction
data are among the most frequently collected indicators of market perceptions.
The goal for every company should be to make its customers satisfied. Satisfied
customers will come again and might stay as customers for a longer period. It is
important for the company to actually care and appreciate the customer. It is clear that
if the company can make the customer satisfied the customer will come back again
and the customers might tell to some of their friends about the good service they got.
So through satisfied customers it is possible to save in marketing expenses.
Customer satisfaction is the overall impression of customer about the supplier and the
products and services delivered by the supplier. Following are the important factors
that could affect customer satisfaction:

 Department wise capability of the supplier.

 Technological and engineering or re-engineering aspects of products and services.
 Type and quality of response provided by the supplier.
 Supplier’s capability to commit on deadlines and how efficiently they are met.
 Customer service provided by the supplier.
 Complaint management.
 Cost, quality, performance and efficiency of the product.
 Supplier’s personal facets like etiquettes and friendliness.
 Supplier’s ability to manage whole customer life cycle.
 Compatible and hassle free functions and operations.

52
The above factors could be widely classified under two categories i.e. suppliers behavior
and performance of product and services. The supplier’s behavior mostly depends on the
behavior of its senior subordinates, managers and internal employees. All the functional
activities like customer response, direct product and maintenance services, complaint
management etc. are the factors that rely on how skillful and trained the internal and
human resources of the supplier are. The second category is regarding all the products and
services. This depends on the capability of supplier to how to nurture the products and
service efficiently and how skilled the employees are. It’s all about how the skills are
implemented to demonstrate engineering, re-engineering and technological aspects of the
products and services. The quality and efficaciousness of the products is also an important
factor that enables compatible and hassle free functions and operations. This bears to
lower maintenance and higher life of the product, which is highly admired by the
customers. There are three steps to increase customer satisfaction. They are :

53
1. Justify the Sale with Social Proof

When most sales are made, chances are that the buyer will have to justify the purchase to
another person – a boss, spouse, or anyone that may pass judgment.

To make this go smoothly, you should arm each one of your customers with testimonials
from other people and companies. Alternatively, if you have a low return rate, you might
emphasize how few people returned it.

2. Surprise Customers with a Bonus

When people spend money on a product, the last thing you want them to think is “was this
worth it?” To combat this, you should surprise each one of your customers with a little
bonus. To elaborate, let me share the fascinating experiment that helped waiters – service
professionals – increase their tips by 23%.

3. Offer Free Product Training and Support

This is a clear, business-winning decision. Nothing decreases customer satisfaction more

than being confused with how to make a product work. And free product training and
support will be how you alleviate this customer frustration.

The Bottom Line

Just because you made the sale, it doesn’t mean the work is over. Your job is to turn one-
time buyers into loyal customers.

Factors affecting customer satisfaction

The counterparts of satisfaction are always expectations and experiences. Level of

expectations level will create a basis and comparison base for experiences. For example, if
you have two hotels, one a five star hotel and the other just a two star hotel, of course your
expectations for the five star hotel are much higher than for the other one. If the service
level in both is equal, when a customer has high expectations like with the five star hotel
he might feel disappointed and with the two star hotel with which the customer had lower
expectations he would be positively surprised. In customer satisfaction leadership when

54
creating satisfaction, it is important that you can affect both expectations and experiences.
Still the expectations are always a starting point when building action.

 Expectations

When talking about the relationship between expectations and experiences,

expectations are usually seen as one whole field. In reality, there are several kinds of
expectations and one of the most functional classifications is tripartition of
expectations:
1. Ideal expectations
2. Pre-expectations
3. Minimum expectations
Ideal expectations tell about person’s own values and hope for the action that he/she
expects from a company or from a product. Ideal expectations, for example, of a
shop’s services can be included:
- Cheap prices
- Friendly personal service
- Perfect assortments and selection
- High quality products
- Close location
When looking at ideal expectations it is important to see that different persons have
different expectations. Even persons in different segments differ from each other in
relation to ideal expectations. It is impossible for companies to combine all the above-
mentioned ideal expectations features. This is why the company has to choose just
some of these features, the ones that are best for the company and then the company
should fulfill these expectations as well as possible.
Pre-expectations mean the level of expectations the person has on a certain company
and/or its product and its different features. Pre-expectations mean quite the same
thing as the company or product image. This way the customer satisfaction leadership
is connected to mental image marketing. There are several factors affecting pre-
expectations, such as experiences, mouth-to-mouth communication, branch, business
idea, basic elements of marketing, marketing communication and publicity. All these
factors are connected to each other, either directly or indirectly.

55
Minimum expectations describe the minimum level that customer has set for
him/herself, what he/she requires from the company or from the product. There are
four different factors affecting the minimum expectations. These are:
1. Situational factors (e.g. buying situation, surrounding situation)
2. Customer’s background factors (e.g. values, income level, and personality)
3. Branch factors (e.g. competition situation)
4. Company factors (e.g. business idea, marketing)
And again all these factors influence on each other. When working in a service
profession a customer servant needs to be a good judge of character. All customers
cannot be served the same way. Behavior needs to be changed even a little with every
customer. Having a good customer servant is a huge bonus for a company. Through a
good customer servant, the company can win many competition situations.
 Experiences

Expectations are proportioned to experiences and this creates reaction in the scale of
satisfied-dissatisfied. This satisfaction scale is divided in three basic categories:
 Under expectation situation = positive experience
 Balance situation = match to the expectations
 Over expectation situation = negative experience

In the under expectation situation the service or the product is experienced in a

positive way, but when once positively surprised the level of expectations towards the
company rises. In this positive surprise case, the person is often eager to tell his/her
friends about a good service or a good product. If the company keeps up the good
service and/or good products, there is a chance that a new customer relationship is
born. When the customer gets a negative experience and the company’s image lowers,
it is more possible that the customer relationship will break. Disappointed customers
are bad advertisement for the company because they tend to tell their friends and
family about the negative experience.
Satisfaction levels
The customer satisfaction levels can be divided into different categories according to
how strongly and to which direction the customers have reacted. The first three
categories are: negatively surprised, expectations fulfilled and the last one is
positively surprised. The negatively surprised category can be further divided into two

56
subcategories: great disappointments and mild disappointments. In addition, the
positively surprised category can be divided in the same way into two subcategories:
mild positive surprises and great positive surprises.
1. Greatly disappointed customers
These customers usually complain right away, they might break the customer
relationship and spread the negative word about the company. The customer
relationship breakage and the negative word of mouth occur most likely if the
company does not take action when the customer complains. The complaint situation
should be seen as an opportunity to fix the negative disappointment and this way to
keep the customer.

2. Mildly disappointed customers

This customer type does not react straight away; instead, the next time they go
shopping they choose any other product. If asked about this negatively surprised
company, these customers are also ready to recommend using another company. With
these customers, it is very important that the company has a system for collecting
customer feedback. If the company does not have a feedback system, they might lose
a lot of customers.
3. Experience according to expectations
Depending on the customer’s expectations level consequences are slightly different.
In high expectations case the customer relationship is strengthened because the
customer had very high expectations and the company could fulfill these high
expectations. In average expectations situation, even though the company performs
according to customer’s expectations it does not necessarily improve or weaken the
customer relationship. In this situation, it is possible for the competitor to make a
better offer for the customer and this way “steal” the customer. However, without the
competitor’s offer there is every chance to continue the customer relationship with
these existing customers. In low expectations situation, when the expectations are
fulfilled, you cannot really describe the customer as satisfied; the customer just found
out that the company answered his/her low expectations. Without any good
alternatives, the customer relationship can continue if the relationship is based on
personal acquaintance. In case a better competitor occurs and is active the customer
may start to use this competitor’s services.
4. Mildly positively surprised
57
These customers do not usually give feedback on their positive experiences. But one
way to experience their satisfaction is that they stay customers and they are ready to
recommend this company or product to their friends. This mildly positively surprised
group is the most committed customer group. The customer relationship keeps on
going if the company keeps surprising the customers in the future as well. The
surprises do not have to be very big ones: just a small positive surprise is enough.
5. Greatly positively surprised customers
Customers feel greatly surprised when:
 They have a very low expectation level and the company performs in an
exemplary way.
 Contact situation is exceptional
 Some part of company’s actions or the whole process worked in such a fine
level that the customer is not used to.

Such strongly positively surprises do not happen that often, but when they do happen
the customer will on his own thank for the treatment he got. The customer is very
likely to also spread positive word-of-mouth.

4. A study on customer satisfaction in relation to the products and services of

Nagarjuna Herbal Concentrates Ltd.(NHCL):- by Rincy V.Mathew, G.Sudha in

Indian Journal of Marketing, October 2005 Pp 32-38.

The study was designed mainly to identify and to evaluate the customer

response towards the products and services of NHCL. To identify the efficiency of

present marketing strategies in satisfying the customer, to evaluate the quality of

present pricing policy in customer satisfaction, to evaluate the quality of the NHCL

products in relation to the customer satisfaction, to understand the preference of

NHCL products by customers, to evaluate the present style and advertisement policy

of the company.

This exploratory research was conducted in the form of a survey, with the

help of a non-disguised questionnaire, of a survey among the customer who utilize the

58
products and services of NHCL.One hundred respondents were selected randomly,

irrespective of their age and sex and were served with one copy each of the

questionnaire. The questionnaire consisted of statements related to consumer’s

personally.

In general the present marketing strategy followed by NHCL is successful

to a great extent in satisfying the customer of different categories. However, the

company should pay immediate attention to see that the price index of the products

does not increase much when compared to that of the competing companies. Similarly

more attention should be paid to popularize NHCL by means of mass media

advertisements.

5. A Study on measuring customer satisfaction in Indian Low Cost Air Carriers

by Venkoba Rao, in Indian Journal of Marketing, January 2008. Pp 8-14.

Air travel has taken off in India. The Indian Aviation sector thundered up with

incredible numbers both in terms of traffic and volumes during 2006-07. The past few

years couples with others factors like increasing Liberalization, rapid urbanization

rising disposable income and increasing interest in tourism have all felled up business

and leisure travel market in India. Much to the delight of the Indian air Traveller, 12

Wallet-friendly Aviation sector players announced or initiated operations to compete.

In the market- including the liker of Jet Airways, Air Deccan, Spice Jet, Go Air,

Indigo, Indian Air India Express, Allianz Air Paramount Airways, Kingfisher Airlines

and Airways.

59
 The objective of this study is to measure the satisfaction of customer

with various services provided by Low cost carriers.

Overall, a majority of respondents are dissatisfied with various factors

involved while travelling a low cost airline. Understandably, the overall flying
experience of the customer is also dissatisfactory. Studies report that low cost air lines
will grow at the expense of surface transportation considering the huge potential, LCC
companies should inevitably turn to take up active overall customer satisfaction
initiatives. The Indian budget airline industry has certainly taken off. But, for to
remain in the skies and soar further high, it needs to maintain low costs, continue to
innovate, and provide memorable flying experience to the customers to stay ahead.

60
DATA ANALYSIS AND
INTERPRETATION

61
ANALYSIS AND INTERPRETATION:

TABLE 1:
1) Which type of Honda two wheeler you have?

Type of two wheeler Sample Percentage

WITH GEAR 56 72

WITHOUT GEAR 44 28

TOTAL 100 100

Figure:1

CUSTOMERS HAVING DIFFERENT TYPE OF TWO WHEELERS

120

100 100
100

80 72

60 56
44
40
28

20

0
WITH GEAR WITH OUT GEAR TOTAL

SAMPLE PERCENTAGE

INTERPRETATION:
From the above table it is inferred that 72% of the customers are having two wheelers
with gear and 28% of customers are having two wheelers without gear.

Most of the customers are having two wheelers with gear.

62
TABLE:2
2) REFERENCES INFLUENCING IN THE PURCHASE OF HONDA.

FACTORS SAMPLE PERCENTAGE

FRIENDS 46 46

RELATIVES 12 12

ADVERTISEMENTS 24 24

OTHERS 18 18

TOTAL 100 100

Figure 2:
INFLUENCE TO PURCHASE HONDA TWO WHEELER
120

100 100
100

80

60
46 46
40
24 24
18 18
20 12 12

0
FRIENDS RELATIVES ADVERTISEMENTS OTHERS TOTAL

SAMPLE Series2

INTERPRETATION:
From the above table it is inferred that 46% of the customers are influenced through
friends, 12% through relatives, 24% through advertisements and 18% through others.

From the above analysis most of the customers are influenced to purchase the Honda
two wheelers by the suggestion of their friends.

63
TABLE 3:
3) WHAT MADE YOU TO PURCHASE HONDA TWO WHEELER?
FACTORS SAMPLE PERCENTAGE

PRICE 00 00

QUALITY 50 50

APPEARANCE 38 38

MILEAGE 12 12

TOTAL 100 100

FIGURE3:
FEATURES PREFERRED BY CUSTOMER
120

100 100
100

80

60
50 50
38 38
40

20 12 12
0 0
0
PRICE QUALITY APPEARANCE MILEAGE TOTAL

SAMPLE PERCENTAGE

INTERPRETATION:
From the above table it is inferred that 50% for quality,38% for appearance,12% for
mileage and nobody preferred price.

From the above table analysis most of the customers purchased Honda two wheelers
due to its quality.

64
TABLE 4:

OPINIONS ABOUT ADVERTISEMENTS

OPINIONS SAMPLE PERCENTAGE
EXCELLENT 02 02

GOOD 34 34

SATISFACTORY 50 50
POOR 14 14

TOTAL 100 100

FIGURE 4:
OPINIONS ON ADVERTISEMENTS

120

100 100
100

80

60
50 50

40 34 34

20 14 14
2 2
0
EXCELLENT GOOD SATISFACTORY POOR TOTAL

SAMPLE PERCENTAGE

INTERPRETATION:
From the above table it is inferred that 2% of the customers opinions about
advertisements are excellent, 34% are good, 50% are satisfactory and 14% are poor.

From the above table analysis most of the customers responded that the
advertisements of the Honda two wheelers are satisfactory.

65
TABLE 5:
5) AFTER SALES SERVICE

AFTER SALES SERVICE SAMPLE PERCENTAGE

GOOD 11 22

SATISFACTORY 24 48
POOR 15 30

TOTAL 100 100

FIGURE 5:
RATING THE AFTER SALES SERVICE BY CUSTOMERS
120

100 100
100

80

60
48 48

40
30 30
22 22
20

0
GOOD SATISFACTORY POOR TOTAL

SAMPLE PERCENTAGE

INTERPRETATION:
From the above table it is inferred that 22% of the customers have rate the after sales
service as good, 48% satisfactory and 30% poor.

From the above analysis most of the customers responded that after sales service is
satisfactory.

66
TABLE 6:
6) OPINIONS OF CUSTOMERS ON SATISFACTION

OPINIONS SAMPLE PERCENTAGE

SASTISFIED 48 96

DIS SATISFIED 02 04

TOTAL 100 100

FIGURE 6:

OPINIONS ON CUSTOMER SATISFACTION

100 100
96 96
100
90
80
70
60
50
40
30
20
4 4
10
0
SATISFIED DIS SATISFIED TOTAL

SAMPLE PERCENTAGE

INTERPRETATION:
From the above table it is inferred that 96% of the customers are satisfied and 04% of
the customers are not satisfied with the Hondas two wheelers.

From the above analysis most of the customers are satisfied with the Honda two
wheelers.

67
TABLE 7:
7)OVERALL PERFORMANCE OF THE BRAND HONDA

PERFORMANCE SAMPLE PERCENTAGE

EXCELLENT 20 20

GOOD 68 68

AVERAGE 12 12

POOR 00 00

TOTAL 100 100

FIGURE 7
OVERALL PERFORMANCE OF THE BRAND HONDA
120

100 100
100

80
68 68

60

40

20 20
20 12 12

0 0
0
EXCELLENT GOOD AVERAGE POOR TOTAL
SAMPLE PERCENTAGE

INTERPRETATION:
From the above table it is inferred that 20% of customers rated excellent, 68% of
good, 12% of average and no one preferred poor.

Most of the customers said that Honda’s performance is good.

68
TABLE 8:
8) WHAT IS YOUR OPINION ON PRICE?

RESPONSE SAMPLE PERCENTAGE

HIGH 38 38

REASONABLE 60 60

LOW 02 02

TOTAL 100 100

FIGURE 8:
OPINION ON PRICE

120

100 100
100

80

60 60
60

38 38
40

20
2 2
0
HIGH REASONABLE LOW TOTAL

SAMPLE PERCENTAGE

INTERPRETATION:
From the above table it is inferred that 38% of customers rated for high, 60% for
reasonable and 2% for low.

From the above table analysis most of the customer’s opinion on price is reasonable.

69
TABLE 9:
9) ARE YOU SATISFIED WITH THE DECISION TO BUY HONDA TWO
WHEELER

DECISION SAMPLE PERCENTAGE

SATISFIED 96 96

NOT SATISFIED 04 04

TOTAL 100 100

FIGURE 9:
SATISFACTION WITH THE DECISION TO BUY HONDA TWO WHEELER

120

100 100
100 96 96

80

60

40

20

4 4
0
SATISFIED NOT SATISFIED TOTAL

SAMPLE PERCENTAGE

INTERPRETATION:
From the above table it is inferred that 96% of customers are satisfied and 2% are not
satisfied with the decision to buy Honda two wheeler.
From the above table analysis most of the customers are satisfied in buying Honda
two wheelers.

70
CHAPTER 4
FINDINGS
&
SUGGESTIONS

71
FINDINGS

72
FINDINGS

1. Most of the customers are using two wheelers with gear.

2. Word of Mouth advertising is highly instrumental in purchasing of Honda.

3. Most of the customers are preferring Brand Honda due to its Superior

Quality.

4. Majority of the customers’ opinions about advertisements are satisfactory.

5. Most of the customers are satisfactory with the after sales service.

6. Most of the customers’ opinion on overall performance of the brand

Honda is good.

7. Majority of the customers are satisfied with the reasonable price.

8. Honda is able to satisfy majority of the customers.

73
SUGGESTIONS

74
SUGGESTIONS

1. The company should increase the frequency of advertisements.

2. The company should increase the battery backup.

3. The company should open one more service center.

4. The company has to improve after sales service.

5. Company should reduce the time for delivering new two wheelers.

6. Company should make some adjustments in the design of Honda Shine to

make more comfort to customers.

7. Company has to improve the mileage of the Honda two wheelers.

8. Price of the Honda two wheelers should be reduced.

75
CONCLUSIONS

76
CONCLUSIONS

1. Word of mouth and advertisements are the main source of information

about the Honda two wheelers.

2. Most of the customers are using Honda two wheelers with gear.

3. Honda is being preferred by customers for its superior quality.

4. Most of the customers opined that the advertisements of the Honda two

wheelers are satisfactory.

5. When asked to rate the performance of the after sales service, most of the

respondents were satisfactory with the service.

6. Majority of the respondents have fully satisfied with the overall

performance of the Honda two wheelers.

77
Annexure

78
A STUDY ON CUSTOMER SATISFACTION TOWARDS HONDA TWO

WHEELERS WITH SPECIAL REFERENCE TO SRI VASAVI HONDA

Name :

Age :

Gender :

Occupation :

1. Are you using any Honda two wheeler?

a) Yes b) No

2. Which type of Honda two wheeler you have ?

a) Gear b)Without gear

3. Who influenced you to purchase Honda two wheeler?

a) Friends b)Relatives c)Advertisements d)Others

4. What made you to purchase Honda two wheeler?

a) Price b) Quality c) Appearance d) Mileage

5. What is your opinion about Advertisements?

a) Excellent b) Good c) Satisfactory d) Poor

6. Rate the after sales service?

a) Good b) Satisfactory c) Poor

7. Are you satisfied with the Honda two wheeler?

a) Yes b) No

If yes, why_______________________________________

8. How do you rate the overall performance of the brand Honda?

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

79
9. What kind of support are you getting from the dealer to meet your two

wheeler’s problems?

_________________________________________________________

10. Which is your opinion on price?

a) High b) Reasonable c) Low

11. Are you satisfied with the decision to buy Honda two wheeler?

a) Satisfied b) Not Satisfied

12. Any Suggestions:

80
BIBLIOGRAPHY

1. Czikota Kutabe, Marketing Management, Thomson South-Western,2002,

(2nd edition), P. No. 3

2. Tata Mc Graw Hill, Services Marketing,2003 (3rd edition), P. No.86

3. V.S. Ramaswamy & S. Namakumari, Marketing Management, MAC Millan

India Ltd,2005 (2nd edition), P. No.3.

4. O.C. Ferrell Michael, Marketing strategy, Thomson Soutj-Western,2003,

(2nd edition), P. No. 105

5. Philip Kotler, Marketing Management, Pearson Education,2003(2nd edition),

P. No. 38

6. Kotler and Armstrong, Principles of Marketing, Pearson Education,2002.

P. No. 9

7. Leon G. Schiffman, Consumer Behaviour, (8th edition), P.No. 223

8. Gary Armstrong, Marketing Management, Pearson Education, 2003,

(6th edition), P. No. 10

9. Indian Journal of Marketing, Feb 2008.

10. Indian Journal of Marketing, Feb 2007.

11. Indian Journal of Marketing, Nov 2007.

12. Indian Journal of Marketing, Oct 2005.

13. Indian Journal of Marketing, Jan 2008.

www.hondatwowheelers.co.in

www.honda.com

www.google.com

81