dileep h s new

8/17/2019 DILEEP H S NEW

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1

UNIVERSITY OF MYSORE

PROJECT REPORT

“A STUDY ON CUSTOMER SATISFACTION OF HONDA ACTIVA

”

SUBMITTED BY

DILIP H S

Reg. No: 13MB0220

UNDER THE UIDENCE OF:

M!. A"AY M. "ADHAV

A##$#%&'% P!o(e##o! ) DoS $' B*#$'e## A+,$'$#%!&%$o'-

Poo& B/&g&&% Me,o!$& M&/&&'& Po#% !&+*&%e Ce'%!e

M#o!e 450016

Project Report submitted to the University of Mysore in partial

Fulfilment of the requirements of IV Semester MB !e"ree

#$aminations %May& 'une ()*+ , *-

!#PR.M#/. 0F S.U!I#S I/ BUSI/#SS !MI/IS.R.I0/

P00' B12V. M#M0RI3 M1'/ P0S. 2R!U.# 4#/.R#

56 R6 S6 R0!7 M#.233I7 M8S0R#


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CERTIFICATE

DEPARTMENT OF STUDIES IN BUSINESS ADMINISTRATION

2017) 2014

T/$# $# %o 8e!%$( %/&% M!. DILIP H S 7 Re"6 No. 13MB0220- o*! #%*+e'% o( 7TH #e,e#%e!

MBA / 8&!!$e+ o*% %/e P!oe8% o' “A STUDY ON CUSTOMER SATISFACTION OF

HONDA ACTIVA9 9&!% o( /$# 8*!!$8**, &8%$$% 9e! %/e 'o!,# (o! o%&$'$'g &

Po#%)!&+*&%$o' Deg!ee $' M%e! o( B*#$'e## A+,$'$#%!&%$o' (!o, U/IV#RSI.8 0F

M8S0R# +*!$'g %/e e&! 2017) 2014

M!. A"AY M. "ADHAV

A##$#%&'% P!o(e##o! ) DoS $' B*#$'e## A+,$'$#%!&%$o'

Poo& B/&g&&% Me,o!$& M&/&&'& Po#% !&+*&%e Ce'%!e

M#o!e


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CERTIFICATE

POO"A BHAAVAT MEMORIAL MAHA"ANA POST RADUATE

CENTRE- ; R S ROAD- METAALLI- MYSORE.

DEPARTMENT OF STUDIES IN BUSINESS ADMINISTRATION

2017) 2014

T/$# $# %o 8e!%$( %/&% M!. DILIP H S. #%*+e'% o( IV #e,e#%e! MBA- e&!$'g %/e !eg$#%e! '*,e!

13MB0220 / #*88e##(* 8o,9e%e+ %/e P!oe8% *$!e,e'%# (o! %/e

&?&!+ o( Po#%)!&+*&%$o' Deg!ee $' M%e! o( B*#$'e## A+,$'$#%!&%$o' o( %/e U'$e!#$% o(

M#o!e- +*!$'g %/e &8&+e,$8 e&! 2017) 2014

D!. C ; Re'*=&!& P!o(. S R S ;/&+!$D$!e8%o! D$!e8%o!- De9%. o( S%*+$e#PBMM P. . Ce'%!e $' B*#$'e## A+,$'$#%!&%$o'

M#o!e PBMMPC- M#o!e


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DECLARATION

I7 hereby declare that the report title “ A STUDY ON CUSTOMER SATISFACTION

OF HONDA ACTIVA” is a record of independent research carried out by me

under the "uidance of M! A"AY M "ADHAV) A##$#%&'% P!o(e##o!- DoS $'

B*#$'e## A+,$'$#%!&%$o' Pooja Bha"avat Memorial Mahajana Post 2raduate

4entre7 Mysore7 and I further declare that the findin"s in the Project Report are

independent study done by me6

Place; Mysore

!ate; !I3IP 1 S


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AC;NO


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CONTENT

CHAPTE

R

CONTENTS PAE

NUMBER

1 INTRODUCTION

I'%!o+*8%$o'

S%&%e,e'% o( %/e 9!oe,

Oe8%$e# o( %/e #%*+

Nee+ (o! %/e #%*+

S8o9e o( %/e #%*+

Me%/o+oog L$,$%&%$o'# o( #%*+

5)11

2 REVIE< OF LITERATURE @

THEORITICAL BAC;ROUND

12)2

3 INDUSTRIAL PROFILE

COMPANY PROFILE

PRODUCT PROFILE

2)73

7 ANALYSIS @ INTERPRETATION

OF DATA

77)60

4 FINDINS- SUESTIONS @

CONCLUSIONS

61)64

6 BIBLORPHY 66)65

5 ANNEURE 6)53


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INTRODUCTION


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INTRODUCTION

.he t=o =heeler se"ment in the automobile industry plays a vital role in India6 .he

present day mar


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.he scooterette se"ment =ill continue to lead the demand for t=o =heeler in the

comin" years6

The #ndian two wheeler ind"stries rod"ced and sold a!o"t 3.4

million "nits in the year 2-1. ike any other #ndian ind"stry(

the olicy enironment g"ided and controlled this segment of the

ind"stry as well. icensing horns r"led day till the mid 89s access

to foreign technology in"ts and foreign inestment were strictly

goernment controlled.

Since mid @)As7 the Indian automobile industry =as administered select doses of

liberaliation7 forei"n collaboration coupled =ith Indian mar


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satisfaction towards 'onda ctia. 'oweer( d"e to time

constraint an in deth st"dy co"ld not !e "ndertaken.

OB"ECTIVES OF STUDY

The main objectives of the study are:

1. To


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SCOPE OF THE STUDY

*6 It helps to mirical


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This samling lan is e;ectie in getting the


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REVIE< OF LITERATURE


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Bardia limohamadiD /asrin 5horshidiE*?@)

In be"innin" of *?@)s7 a majority of business sectors =ere sufferin" from hi"hoperatin" costs and inefficiencies =hich =ere a bi" loss to these sectors6 .hese

inefficiencies and lac< of effectiveness =ere consequently producin" hi"h levels of

customer dissatisfactions as =ell6

#linor 'ohnsonE*?@+

.his study is based upon the premise that creatin" value is the basis for all

businesses6 .he research problem and ultimate purpose of the study is to determine

ho= customer perceived value can be improved at the 3iberty Pro"ram7 /aplesItaly

Ina 3anduaE*?@G

Research Huestion&Purpose; !ue to environmental le"islation7 economic

influences and increasin" concern about the environment amon" the "eneral

public7 todayAs businesses are becomin" more committed to environmental issues6

Some enterprises yet have implemented a "reen strate"y6

3aleh /osratiE*??>

.he daily "ro=th of the internet and e,commerce has chan"ed the =ay of

mar


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Mojdeh 2heelaya"h E*??-

Ban


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R#F#R#/4#

Bardia limohamadi7 /asrin 5horshidiE*?@);.he inefficiencies and lac< of

effectiveness =ere consequently producin" hi"h levels of customer

dissatisfactions6

#linor 'ohnsonE*?@+;creatin" value is the basis for all businesses6

Ina 3anduaE*?@G; .odayAs businesses are becomin" more committed to

environmental issues6

3aleh /osratiE*??>;.he development in electronic information resources and the

evolution of the di"ital a"e product sellers and information service providers face

many ne= challen"es6

Saadullah 5hanE*??+;.he development of #lectronic ban;.he effective and satisfactory

replenishment plannin" and information sharin" shall be desi"ned to improve the

security of consumer satisfaction6

Parmita SahaD 8anni KhaoE())-; 0nline services is one of the


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THEORITICAL BAC;ROUND


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CUSTOMER SATISFACTION

4ustomer satisfaction suffices the customer6 4ustomer visualies7 perceives and

=ill have some e$pectations before ma


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Po#% 9*!8/e &8%$o'#

.here is hi"h probability of purchasin" the product if the customer care satisfied6

Mar


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4ustomers buyin" decision process6

.he company should i"nore competitions and concentrate on customers one,on,

one that =ill drive competition cray6 .his can be most potent competitive =eapon6

4ustomer satisfaction should be main objective7 "oal and mar


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COMPLAINT AND SUGGESTIONS

customer,oriented company records7 analysis and responds to complaints

and tries to correct problems by ne= ideas and should =elcome complaints and try

to correct problems by ne= ideas and should help customers6 Many hotels7restaurants and ban


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CUSTOMER SURVEYS

It is conducted to learn ho= product has affected brand choice behavior7

=hat they thou"ht of it and it is direct measure of satisfied customers6

4ompanies periodically send questionnaires or ma


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!irect all mar


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4ompanies should have quest to find innovative ideas and featured or attributes

that =ill create e$citement and desire and they should loo< beyond =hat the

customer says6


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persuade us to buy6 .he study of consumer behavior enables us to become better

and =iser consumers6

s mar


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ccordin" to Lalters C Paul :4onsumer behaviour is the process =hereby

individuals decide =hat7 =hen7 =here7 ho= and from =hom to purchase "oods and

services96

:4onsumer may be defined as all the individuals and households that buy and

acquire "oods and services for personal consumption69

4onsumers differ in the a"e7 income7 taste and preference and educational levels

and therefore the mar study of consumer behaviour helps in effective mar


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INDUSTRY PROFILE

Since time immemorial man has been tryin" to ma


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The inention of wheel reol"tioni*ed the concet of

transortation. #nitially h"man !eings and animals were "sed for

drawing carts !"t the *est to faster and delier large ="antities in

faster eriod res"lted in constant imroement of wheel drien

carts.

#n 185 Dattli! Ealmer and +alt Fen* inented the


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From 'anuary *??+ the mar


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I&D#STR$ PRO)I!%

.he Indian t=o =heelers industries can be broadly classified as scooters7

motorcycles and mopeds6 .hese se"ments as sho=n belo= constitute the domestic

t=o =heeler sales of >6+ million in financial year ())?,)?6

In the last si$ years7 the domestic t=o =heeler industries have seen structural

chan"es6 .his can be seen from the chan"e in composition of t=o =heeler sales6

Lhere the motor cycles have consistently "ained mar


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*OTOR C$C!% S+%%P ST,%S:

*R(I&S -O!#*% &%T PRO)IT

./01203

4assessment

year 5

S!%S in

nos6

4 Rs6 Cr5 4 Rs6

Cr 5

475

'ero-'onda 1(2(51 336.88 246.87 7.33

Fa?a? a"to 5(42(531 3628.74 24.5 6.8

T) 3(54(47 182.8 62.57 3.44

/amaha 1(71(37 not listed not listed not

listed

INDUSTRIAL BACKGROUND

#ndian a"tomo!ile ind"stry is f"ll of !ig names s"ch as

ar"ti( +awasaki( Tata( T)( )"*"ki( /amaha( 'ero 'onda( and

many others hae swet away the a"tomo!ile market with high

="ality 2 and 4 wheelers. When we shift o"r attention to

man"fact"rers of !ikes in #ndia s"ch as 'ero 'onda( /amaha( T)-

)"*"ki( F"llet and many others occ"y re-dominant ositions in

o"r eyes. These hae !een gained !ig stat"s to their entity with

li!erali*ation oening gates of conseratie #ndian economy(

many m"ltinational comanies are colla!orating with #ndian


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comanies to market share for their ehicles at international

leel.


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COMPANY PROFILE

HONDA


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1onda is the =orlds lar"est manufacturer of (,=heelers6 Its symbol7 the Lin"s7

represents the companys un=averin" dedication in achievin" "oals that are unique

and above all7 conformin" to international norms6 .hese =in"s are no= in India as

1onda Motorcycle C Scooter India Pvt6 3td6 E1MSI7 a =holly o=ned subsidiary

of 1onda Motor 4ompany 3td67 'apan6 .hese =in"s are here to initiate a chan"e

and ma


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Q .he scooterette is too small and similar to mopeds

.he 1onda ctiva is equipped =ith a number of ne= functions and mechanisms7introduced for the first time in India6 It is desi"ned to offer "reater functionality7

performance7 economy7 and ease of handlin" and maintenance to a =ide cross,

section of the Indian society6

s responsible members of society and industry7 =e 1onda Motorcycle and

Scooters India Pvt6 3td6 E1MSI7 Manesar manufacturer of t=o =heelers7

reco"nie that =ell bein" of humans and conservation of earths environment is

important6 By adoptin" environmental mana"ement system7 1MSI is movin"

to=ards realiation of 1ondas "reen factory concept6

Le shall endeavor to continually monitor7 improve and conserve the environment

in =hich =e operate6 1MSI is committed to achieve7 environmental e$cellence in

all its industrial activities7 in the follo=in" =ays;

Q 4onservin" environment throu"h preventin" pollution at its source of "eneration

and stren"thenin" our e$istin" pollution control system6

Q Promotin" conservation of resources such as ener"y7 =ater7 oil and "rease and

other ra= materials7 by reusin"7 recyclin" and minimiin" the =aste "eneration6

Q 4omplyin" =ith all applicable le"al&re"ulatory requirements and strive to "o

beyond =herever possible6

Q Re"ular monitorin" and revie=in" of environmental objectives and tar"ets6


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Q Increasin" environment a=areness and competence amon"st our employees and

encoura"e vendors C dealers to adopt #MS6

R&8$'g

1onda has al=ays played an important role in motor sports7 believin" it to

be the sprin"board for technolo"ical advancement6 1onda has made its mar< in the

-))cc class Motorcycle Racin" Lorld 4hampionship and more6

Te8/'oog

0ur fundamental desi"n philosophy see


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E'$!o',e'%

1onda is unrivalled in ma


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PRODUCT PROFILE


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HONDA ACTIVA

Te8/'$8& S9e8$($8&%$o'#

#n"ine;

.ype +,stro


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F*e T&'= C&9&8$%:

.an< capacity G litres

B!&=e#:

Front !rum7 *>) mm dia

Rear !rum7 *>) mm dia

T!e #$Ge:

Front >6-),*)7 + PR

Rear >6-),*)7 + PR

S*#9e'#$o':

Front Bottom lin< =ith sprin" loaded

hydraulic damper

Rear Unit s=in" =ith sprin" loaded

hydraulic damper

Coo!#:

Strand silver metallic

Blac<

3aser red


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Precious "old metallic

ure blue metallic

Fe&%*!e#:

Ae!o+'&,$8 De#$g': .he 1onda ctiva has an aerodynamic body that helps cool

the en"ine throu"h smoother airflo=6 It also helps to lo=er fuel consumption by

lo=erin" air resistance6

T*((*9 T*e: .he .yres of the 1onda ctiva have double layered tubes =ith fluid

in bet=een6 .his seals the air lea


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ANALYSIS @ INTERPRETATION OF

DATA

T&e 1:

Age !o*9 o( %/e Re#9o'+e'%#

Age No o( !e#9o'+e'%#


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*@,(- >?

(-,>( *@

>(,>? **

>? C above >(

O#e!&%$o'

"e is the very important factor in the purchase decisions of the customers6 People

of different a"e "roup prefer different types of t=o =heelers6 0ut of the surveyed

*)) respondents7 >? N respondents belon" to the a"e "roup *@,(- yearsD *@ N

respondents belon" to the a"e "roup of (-,>( yearsD and ** N respondents belon"

to the a"e "roup of >(,>?D >( N of them belon" to >? C bove6

!&9/ 1: Age !o*9 o( %/e Re#9o'+e'%#

a b c d0

5

10

15

20

25

30

35

4039

18

11

32

39 & above


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T&e 2:

Se o( %/e !e#9o'+e'%#e'+e! No o( !e#9o'+e'%#

Male G

Female (+

O#e!&%$o'

Se$ is also an important consideration for the mar


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T&e 3:

O88*9&%$o' o( %/e Re#9o'+e'%#

O88*9&%$o' No o( !e#9o'+e'%#

Student >+

Service (*

Business G

Professional >?

O#e!&%$o'

0ccupation is very important factor or consideration in purchasin" a t=o =heeler6

People prefer to buy a t=o =heeler for the sa


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O88*9&%$o' o( %/e Re#9o'+e'%#

a b c d

0

5

10

15

20

25

30

35

40 34

21

6

39

professional

T&e 7:

Mo'%/ I'8o,e o( %/e Re#9o'+e'%#

Mo'%/ I'8o,e No o( !e#9o'+e'%#

-))),*)7)))

*)7))),*-7))) +

*-7))),()7))) *?

()7))) C bove (

O#e!&%$o'

Income is the important consideration in the purchase of a t=o =heeler6 !ependin"

on his income the person =ill "o for the type of t=o =heeler7 =hich he can afford

for6 0ut the surveyed *)) respondentsD N or respondents belon" to -))),

*)7)))D + N or + respondents belon" to *)7))),*-7)))D *? N or *? respondents

belon" to *-7))),()7)))D and rest N or respondents belon" to ()7))) and

bove6


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!&9/ 7:

Mo'%/ I'8o,e o( %/e Re#9o'+e'%#

a b c d0

5

10

15

20

25

30

35

40

45

50

7

47

19

27

20,000& above

T&e 4:

O?'e!#/$9 #%&%*# o( %/e A8%$&

O?'e!#/$9 #%&%*# No o( !e#9o'+e'%#

Self o=ned ??


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4ompany o=ned *

4ompany leased )

O#e!&%$o'

.he study sho=s that out of the *)) surveyed respondents ??N of them o=nin"

ctiva =ere self,o=ned7 *N =as company o=ned and none of them =ere usin"

company leased6

!&9/ 4:

O?'e!#/$9 #%&%*# o( %/e A8%$&

a b c

0

10

20

30

40

50

60

70

80

90

100

99

1

0

company leased


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T&e 6:

Re8o,,e'+&%$o' o( A8%$& %o o%/e!#

Re8o,,e'+&%$o' No o( !e#9o'+e'%#

8es @

/o *>

O#e!&%$o'

.he above study reveals that the @N of the respondents =ould liN of the

respondents told that they =ould not recommend ctiva7 as they =ould "et a bi


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!&9/ 6:

Re8o,,e'+&%$o' o( A8%$& %o o%/e!#

a b

0

10

20

30

40

50

60

70

80

90

87

13

no


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T&e 5:

R&%$'g# (o! R$+e- H&'+$'g

R&%$'g# No o( !e#9o'+e'%#

#$cellent +@

2ood (G

vera"e *G

Poor *)

O#e!&%$o'

.he study sho=s that the respondents ratin"s for Ride C 1andlin"6 +@N of them

told that it =as e$cellent7 (GN told that it =as "ood7 *GN told that it =as avera"e

and *)N of them told that it =as poor6

!&9/ 5:


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R&%$'g# (o! R$+e- H&'+$'g

a b c d

0

5

10

15

20

25

3035

40

45

5048

26

16

10

poor

T&e :

R&%$'g# (o! Co,(o!%

R&%$'g# No o( !e#9o'+e'%#

#$cellent -(

2ood (+

vera"e (>

Poor *


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O#e!&%$o'

.he study sho=s that the respondents ratin"s for 4omfort6 -(N of them told that it

=as e$cellent7 (+N told that it =as "ood7 (>N told that it =as avera"e and *N of them told that it =as poor6

R&%$'g# (o! Co,(o!%


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a b c d

0

10

20

30

40

50

6052

24 23

1

poor

T&e :

R&%$'g# (o! Ro&+ !$9

R&%$'g# No o( !e#9o'+e'%#


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#$cellent *

2ood (*

vera"e >

Poor (-

O#e!&%$o'

.he study sho=s that the respondents ratin"s for Road 2rip6 *N of them told that

it =as e$cellent7 (*N told that it =as "ood7 >N told that it =as avera"e and (-N

of them told that it =as poor6

R&%$'g# (o! Ro&+ !$9


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a b c d

0

5

10

15

20

25

30

35

40

17

21

37

25

poor

T&e 10:

R&%$'g# (o! E'g$'e Pe!(o!,&'8e

R&%$'g# No o( !e#9o'+e'%#


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#$cellent +

2ood *-

vera"e >*

Poor

O#e!&%$o'

.he study sho=s that the respondents ratin"s for #n"ine Performance6 +N of

them told that it =as e$cellent7 *-N told that it =as "ood7 >*N told that it =as

avera"e and N of them told that it =as poor6

R&%$'g# (o! E'g$'e Pe!(o!,&'8e


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a b c d

0

5

10

15

20

25

30

35

40

45

50 47

15

31

7

poor


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FINDINS- SUESTIONS @ CONCLUSIONS

FINDINS


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Silicon 1onda Pvt6 3td6 0ccupy prime position =ith -(N of sample sie

recommendin" the dealers for 1onda ctiva t=o =heelers6

(N of the sample sie told that the service "iven by the Silicon 1onda =as

e$cellent6

dvertisements have popularied other dealers =ith friends of the customers

=ith +(N of them indicatin" for it6

!elivery instruments are "iven properly by all the dealers6

ll the customers say that they prefer to service their vehicles at the

authoried service centers only6

>>N of the customers told that they =ould purchase another 1onda ctiva in

future for their family members or for their relatives6

(?N of the customers say that they purchased ctiva for its travellin"

comfort6

((N told that ctiva is easy to ride6

(GN told that ctiva is a fuel efficient t=o =heeler6

??N of the customerAs o=nership status of ctiva is self,o=ned6

*(N purchased ctiva as they felt it =as a trend for it6

Indian mar


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.his study is aimed at analyin" customer satisfaction =ith sample of *))

members7 =hich has helped in "ettin" an overall vie= of customer satisfaction

to=ards 1onda ctiva considerin" different criteria6

Base on the study follo=in" su""estions can be considered

Providin" more techno,driven7 sophisticated e$teriors


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CONCLUSION


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*6 Improved product and process quality

(6 Incorporates lessee learned and best practices from "lobal automotive industry

>6 Provides additional confidence for "lobal sourin"

+6 Provides a "lobal quality system approach in the supply chain for

subcontractor development and consistency6

-6 Reduction in variation7 =aste and increased efficiency

G6 Reduction in second party audits and elimination of multiple third party

re"istration

6 Provides a common lan"ua"e for =orld=ide quality system requirements


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BIBLIORAPHY

Boo=#:

*6 Principles of Mar


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(6 Research Methodolo"y

By 46R65othari6

M&g&G$'e#:

*6 uto Lorld6

(6 0ver drive6

>6 uto India6

Ne?# P&9e!#:

*6 .imes of India6

(6 #conomic .imes6


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6

ANNEURE

ameG

geG

DenderG


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7

ddressG ---------------------------------------------------------

---------------------------------------------------------

Ehone oG

>mail #HG

Icc"ationG )t"dent F"siness

)erice Erofessional

onthly #ncomeG 5-1( 1(-15(

15(-2( 2( J !oe

SP%CI)IC I&)RO*TIO&

1. What is the owner shi stat"s of 'onda ctiaK

)elf owned

Lomany owned

Lomany leased

2.ge gro" of the resondents

o 18-25

o 25-32


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o 32-3

o 3 J a!oe

3. se of the resondents

o ale

o Memale

4. #f yo" were to recommend a scooter wo"ld yo"

recommend anyone 'onda ctiaK

/es o

5. 'ow do rate 'onda ctia in terms of

"asis %8cellent (ood verage Poor

0ide( 'andling


72/74

72

Lomfort

0oad gri

ileage

Hesign

>ngine

erformance

)eed

Fraking

Eick-"

6. Where did yo" !"y yo"r scooterK

Healers ameG

)ilicon 'onda Lity 'onda

'aik" 'onda

Elanet 'onda

7. 0eason for a!oe dealersK

)erice erformance facilities Mriends

dertisement Ithers

8. Where do yo" "s"ally go for sericeK

"thori*ed selling dealer


73/74

73

Ither a"thori*ed serice center

Eriate sho

. re yo" lanning to !"y another ctia in the near

f"t"reK

/es o

1. What mode of do yo" referK

Lash Minance schemes

Lomany loan Ithers

11. What are the so"rces the create awarenessK

ews aers Teleision

aga*ines )how-room dislay

>hi!ition Eostal catalog"e

12. Icc"ation of the resondents

)t"dent

)erice

F"siness

Erofessional

13.0atings for comfort

>cellent


74/74

74

Dood

erage

Eoor

14.0atings for road gri

>cellent

Dood

erage

Eoor

15.ratings for engine performance

>cellent

Dood

erage

Eoor

dileep h s new

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