DECLARATION

I, NAUSHAD.K, do hereby declare that this project report entitled A STUDY ON

CUSTOMER SATISFACTION TOWARDS HONDA BIKES IN COIMBATORE has been
prepared by me under the guidance and supervision of Mr. T.LAKSHMANAN lecturer in
department of Business Administration, P.P.G Business School Coimbatore.

I also declare that this project report has not been submitted by me or others fully or partially
for the award of any Degree or Diploma, title or recognition before.

P.P.G. Business School

NAUSHAD.K

Date:

CERTIFICATE

This is to certify that the Report of the Project Work entitled A STUDY ON

CUSTOMER
SATISFACTION
TOWWARDS
HONDA
IN
COIMBATORESubmitted in partial fulfillment of the requirements for the award of the
degree of Master of Business Administration to the PPG BUSINESS SCHOOL Is a
record of bonafide work carried out by NAUSHAD.K under my supervision and Guidance.

Date:
Place: COIMBATORE

Signature of the HOD

Signature of the Internal Guide

Submitted for the Viva-voice Examination held on -------------

Internal Examiner

External Examiner

ACKNOWLEDGMENT

I would like to express my deep sense of gratitude to my distinguished teacher and guide Mr.
LAKSHMANAN T Department of Business Administration for his valuable guidance and
profound inspiration.
I also express my sincere thanks to the Director, Prof. R VIJAYA KUMAR of P.P.G
Business School for his valuable suggestion and co-operation. I also owe a great deal to other
members and staff of the department of Business Administration.
I also thankful to my friend who helped me a lot in the completion of this project.
Above all, thank to God almighty who helps the every activities of my life.

P.P.G Business School

NAUSHAD.K

Date:

CONTENT

Sl.no Content
1

Page No

History of Honda

1.1

7
10

Profile

1.2
1.3
2
3

12
16
18
20
20

Key persons
Models
Objectives of the research
Research methodology

3.1
3.2

Data source

20

Research approach

3.3
3.4
4
5
6
7
8
9
10

Sampling unit
Data completion and analysis
Limitations of the study
Data analysis and interpretations
Findings
Suggestions
Conclusion
Bibliography
Questionnaire

LIST OF TABLES
5

21
21
22
23
36
37
38
39
40

Table
number
1
2

Type of HONDA bikes own by the respondents

For what purpose the respondent buy a HONDA bike

Page
number
22
23

3
4

How long the respondent using the bike

Factors considered by respondent for choosing HONDA

24
25

26

Rate for comfort, safety, mileage and maintenance by the

respondents
Satisfaction of respondents towards HONDA bike(s)
Other bikes owned by the respondents
Respondents opinion about the service of HONDA bikes
compared to other bikes
Color of the bike that respondent likes

10

Respondents rate towards HONDAs parameter mentioned

31

11

Rate of respondents towards the time spent by employees with 32

the respondents

6
7
8

Title

27
28
29
30

LIST OF CHARTS
Chart
number
1
2
3
4
5
6
7
8
9
10
11

Title

Page
number
Type of HONDA bikes own by the respondents
22
For what purpose the respondent buy a HONDA bike
23
How long the respondent using the bike
24
Factors considered by respondent for choosing HONDA
25
Rate for comfort, safety, mileage and maintenance by the 26
respondents
Satisfaction of respondents towards HONDA bike(s)
27
Other bikes owned by the respondents
28
Respondents opinion about the service of HONDA bikes compared 29
to other bikes
Color of the bike that respondent likes
30
Respondents rate towards HONDAs parameter mentioned
31
Rate of respondents towards the time spent by employees with the 32
respondents

HISTORY
OF
HONDA

From a young age, Honda's founder, Soichiro Honda (November 17, 1906 August 5, 1991)
had a great interest in automobiles. He worked as a mechanic at a Japanese tuning shop, Art
Shokai, where he tuned cars and entered them in races. A self-taught engineer, he later
worked on a piston design which he hoped to sell to Toyota. The first drafts of his design
were rejected, and Soichiro worked painstakingly to perfect the design, even going back to
school and pawning his wife's jewelry for collateral. Eventually, he won a contract with
Toyota and built a factory to construct pistons for them, which was destroyed in an
earthquake. Due to a gasoline shortage during World War II, Honda was unable to use his car,
and his novel idea of attaching a small engine to his bicycle attracted much curiosity. He then
established the Honda Technical Research Institute in Hamamatsu, Japan, to develop and
produce small 2-cycle motorbike engines. Calling upon 18,000 bicycle shop owners across
Japan to take part in revitalizing a nation torn apart by war, Soichiro received enough capital
to engineer his first motorcycle, the Honda Cub. This marked the beginning of Honda Motor
Company, which would grow a short time later to be the world's largest manufacturer of
motorcycles by 1964.

The first production automobile from Honda was the T360 mini pick-up truck, which went on
sale in August 1963. Powered by a small 356 cc straight-4 gasoline engine, it was classified
under the cheaper Kei car tax bracket The first production car from Honda was the S500
sports car, which followed the T360 into production in October 1963. Its chain driven rear
wheels point to Honda's motorcycle origins

PROFILE

Type

: Public company

Industry

: Automotive
Aviation

Founded

: 24 September 1948

Founder(s)

: Soichiro Honda
Takeo Fujisawa

Headquarters

: Minato, Tokyo, Japan

Area served

: Worldwide

Key people

: Takanobu Ito (President, CEO, & Representative Director)

Products

: Automobiles, Motorcycles, Scooters, ATVs, Electrical generators,

Water pumps, Lawn and Garden equipment, Tillers, Outboard motors,
Robotics, Jets, Jet engines, Thin-film solar cells

Revenue

: US$ 107.82 billion (2011)

Operating income

: US$ 6.87 billion (2011)

Net income

: US$ 6.44 billion (2011)

Total assets

: US$ 139.61 billion (2011)

10

Total equity

: US$ 53.69 billion (2011)

Employees

: 179,060 (2011)

Subsidiaries

: Acura
Li Nian
Honda Aircraft Company

Website

: world.honda.com

11

Key Persons
Name

Position hold

Koichi Kondo

Chairman,

Vice

President,

Compliance

Officer,

Compliance Officer of Government & Industrial Affairs

Takanobu Ito

and Director
Chief Executive, President, Chief Operating Officer of

Akio Hamada

Automobile Operations and Director

Executive Vice President, Chief Operating Officer of

Tetsuo Iwamura

Production Operations, Executive Officer and Director

Senior Managing Officer, Chief Operating Officer for
Regional Operations - North America, President of
American Honda Motor Co Inc, Director of American
Honda Motor Co Inc, President of Honda North America

Manabu Nishimae

Inc and Director of Honda North America Inc

Managing Officer, Chief Operating Officer for Regional
Operations - Europe the Middle &Near East and Africa,
President of Honda Motor Europe Ltd and Director of

Tatsuhiro Oyama

Honda Motor Europe Ltd

Senior Managing Officer, Chief Officer of Driving Safety
Promotion Center, Chief Operating Officer of Motorcycle

Fumihiko Ike

Operations and Director

Senior Managing Officer, Chief Operating Officer for
Business Management Operations, Risk Management
Officer, General Supervisor of Information Systems and

Sho Minekawa

Director
Managing Officer, Chief Operating Officer for Regional
Sales Operations - Japan, President of Honda Automoveis
do Brasil Ltd, Director of Honda Automoveis do Brasil
12

Ltd, President of Moto Honda Amazonia Ltd, Director of

Moto Honda Amazonia Ltd, President of Honda South
Masahiro Takedagawa

America Ltd and Director of Honda South America Ltd

Operating Officer, Chief Operating Officer for Regional
Operations - Latin America, President of Honda South
America Ltd, President of Honda Automoveis do Brazil
Ltd President of Honda Canada Inc, Director of Honda
Canada Inc, President of Moto Honda Amazonia Ltd and

Takuji Yamada

Director of Moto Honda Amazonia Ltd

Operating Officer, Chief Operating Officer of Power

Masahiro Yoshida

Product Operations and Director

Operating Officer, Chief Operating Officer for Business

Tomohiko Kawanabe
Hidenobu Iwata

Support Operations and Director

Senior Managing Officer and Director
Managing Officer, President of Honda of America Mfg Inc

Michimasa Fujino

and Director of Honda of America Mfg Inc

Operating Officer, President of Honda Aircraft Co and

Hiroshi Kobayashi

Director of Honda Aircraft Company Inc

Managing Officer, Chief Operating Officer for Regional
Operations Asia & Oceania, President of Asian Honda

Takashi Nagai

Motor Co Ltd and Director of Asian Honda Motor Co Ltd

Operating Officer, President of Honda Siel Cars India Ltd,
President of Honda Motor India Private Ltd, Director of
Honda Siel Cars India Ltd and Director of Honda Motor

Takashi Sekiguchi

India Private Ltd

Operating Officer, President of Honda Canada Inc and

Hiroshi Sasamoto

Director of Honda Canada Inc

Operating Officer, Chief Executive Officer of Honda
Engineering Co Ltd, President of Honda Engineering Co

Yoshiharu Yamamoto

Ltd and Director of Honda Engineering Co Ltd

Managing Officer, Director, Chief Executive officer of
13

Honda R&D Co Ltd, President of Honda R&D Co Ltd and

Soichiro Takizawa

Director of Honda R&D Co Ltd

Operating Officer, President of Honda of the U K
Manufacturing Ltd and Director of Honda of the U K

Takeo Fukui
Nobuo Kuroyanagi
Hirotake Abe
Tomochika Iwashita

Manufacturing Ltd
Advisor and Representative Director
Advisor and Director
Corporate Auditor
Corporate Auditor

Other Board Members on Board

Name (Connections)

Primary Company

Toru Onda
Fumihiko Saito
Hideki Okada
Kensaku Hogen

Honda Motor Co., Ltd.

Honda Motor Co., Ltd.
Honda Motor Co., Ltd.
Honda Motor Co., Ltd.

14

MODELS
Bike

CBR250R
CBF Stunner
Dazzler
Unicorn
Shine
CB Twister

SCOOTER

Activa (old)
Activa (new)
Aviator DLX
Dio

CARS
Honda city
Honda Accord
Honda Civic
Honda Jazz
Honda Brio

15

OBJECTIVES
OF THE
RESEARCH

16

OBJECTIVES OF THE RESEARCH

1.
2.
3.
4.
5.

To analyze the customer satisfaction.

To analyze the customer preference.
To analyze after sales services of bikes.
To study the behavioral factors of consumers in motor bikes.
To suggest various factors to improve sales.

17

METHODOLOGY

18

RESEARCH METHODOLOGY
It is well known fact that the most important step in marketing research process is to define
the problem. Choose for investigation because a problem well
defined is half solved. That was the reason that at most care was taken while defining
various parameters of the problem. After giving through brain storming session,
objectives were selected and the set on the base of these objectives. A questionnaire
was designed major emphasis of which was gathering new ideas or insight so as to
determine and bind out solution to the problems.
DATA SOURCE
Research included gathering both Primary and Secondary data. Primary data
is the first hand data, which are selected a fresh and thus happen to be original in
character. Primary Data was crucial to know various customers and past consumer
views about bikes and to calculate the market share of this brand in regards to other
brands.
Secondary data are those which has been collected by someone else and
which already have been passed through statistical process. Secondary data has been
taken from internet, newspaper, magazines and companies web sites.
RESEARCH APPROACH
The research approach was used survey method which is a widely used
method for data collection and best suited for descriptive type of research survey
includes research instrument like questionnaire which can be structured and
unstructured. Target population is well identified and various methods like personal
interviews and telephone interviews are employed.

19

SAMPLING UNIT
It gives the target population that will be sampled. This research was carried in Coimbatore
(District Coimbatore).
These were 50 respondents.

DATA COMPLETION AND ANALYSIS

After the data has been collected, it was tabulated and findings of the project
were presented followed by analysis and interpretation to reach certain conclusions.

LIMITATIONS OF THE STUDY

1. Research work was carried out in one District of Tamil Nadu only the finding
may not be applicable to the other parts of the country because of social and
cultural differences.
2. The sample was collected using connivance-sampling techniques. As such result

20

may not give an exact representation of the population.

3. Shortage of time is also reason for incomprehensiveness.
4. The views of the people are biased therefore it doesnt reflect true picture.

21

DATA ANALYSIS AND

INTERPRETATIONS

22

Table 1
Table showing the type of HONDA bikes own by the respondents
Type of bike

No.of respondents

Percentage

Unicorn
Shine
Twister

16
11
5

32
24
10

Stunner
Dazzler

9
3

18
6

Others

12

Chart 1
Chart showing the type of HONDA bikes own by the respondents showing the type of
HONDA bikes own by the respondents

No.of respondents
35
30
25
20
15
10
5
0
unicorn

shine

twister

stunner

dazzler

other

Interpretation:-Table denotes that majority of the respondents are using the HONDAs
Unicorn bike.32% of the respondents are using the Unicorn bike.24% of the respondents are
using Hondas shine bike

23

Table 2
Table showing for what purpose the respondent buy a HONDA bike
purpose

No.of respondents

Percentage

Personal

20

40

Official

12

Others

24

48

Chart 2
Chart showing for what purpose the respondent buy a HONDA bike

Percentage
50
45
40
35
30
25
20
15
10
5
0

Percentage

Personal

Official

Others

Interpretation:-Table denotes that majority of the respondents rated A.Ms advertisement as

good as compared to other dealers.

24

Table 3
Table showing how long the respondent using the bike
Years
0-1 year
1-2 year
2-3 year
3-4 year
Above 4

No. of respondents
10
16
8
6
10

Percentage
20
32
16
12
20

Chart 3
Chart showing how long the respondent using the bike

percentage

0-1 year
1-2 year
2-3 year
3-4 year
Above 4

Interpretation:-Table denotes that majority of the respondents are using their bikes more
years.
It shows the customer satisfaction towards the Honda.

25

Table 4
Table showing the factors considered by respondent for choosing HONDA
Factors
Price
Brand name
Safety
Style
Performance

No. of respondents
10
3
4
2
31

Percentage
20
6
8
4
62

Chart 4
Chart showing the factors considered by respondent for choosing HONDA

Percentage
70
60
50
Percentage

40
30
20
10
0
Price

Brand name

Safety

Style

Performance

Interpretation:-Table denotes that majority of the respondents rated HONDAs performance

as the main reason for buying Hondas bike.

26

Table 5
Table showing the rate for comfort, safety, mileage and maintenance by the respondents
Preference
Comfort
Safety
mileage
Maintenanc
e

Excellent(f
)
37
10
28
32

Percentag
e
74
20
56
64

Good(f
)
8
28
12
20

Percentag
e
16
56
24
40

Moderat
e (f)
5
12
8
8

Percentage
10
24
16
16

Chart 5
Chart showing the rate for comfort, safety, mileage and maintenance by the respondents

80
70
60
50
Excellent
40

Good
Moderate

30
20
10
0
Comfort

Safety

mileage

Maintenance

Interpretation:-Table denotes that majority of the respondents rated HONDAs comfort and
maintenance as excellent. Customers are satisfied with the safety and mileage also.

27

28

Table 6
Table showing the satisfaction of respondents towards HONDA bike(s)

Yes
No

No.
of Percentage
respondent
s
38
76
12
24

Chart 6
Chart showing the satisfaction of respondents towards HONDA bike(s)

Percentage
80
70
60

Percentage

50
40
30
20
10
0
Yes

No

Interpretation:-Table denotes that majority of the satisfied with the HONDA.76% customers
are satisfied with their Honda bike

29

Table 7
Table showing the other bikes owned by the respondents
Bikes
Hero Honda
Bajaj
TVS
Yamaha
None

No. of respondents
2
6
2
10
30

Percentage
4
12
4
20
60

Chart 7
Chart showing the other bikes owned by the respondents

Percentage
None
Yamaha
Percentage
TVS
Bajaj
Hero Honda
0

10

20

30

40

50

60

Interpretation:-Table denotes that majority of the respondents are

not using any other companys bike. It shows the customer satisfaction
toward s Honda

30

Table 8
Table showing the respondents opinion about the service of HONDA bikes compared to
other bikes
Opinion

Excellent
Good
Moderate
Unsatisfie
d

No.
of
respondent
s
15
23
6
6

Percentage

30
46
12
12

Chart 8
Chart showing the respondents opinion about the service of HONDA bikes compared to
other bikes

Percentage
50
45
40
35

Percentage

30
25
20
15
10
5
0
Excellent

Good

Moderate

31

Unsatisfied

Interpretation:-Table denotes that majority of the respondents rated HONDAs service as

good compared to other companies.76% customers are satisfied with the Service provided by
Honda compared to other companies
Table 9
Table showing the color of the bike that respondent likes

White
Blue
Red
Black
Other

No.of
respondent
s
6
4
14
23
3

Percentage

12
8
28
46
6

Chart 9
Chart showing the color of the bike that respondent likes

Percentage
50
45
40
35
30
25
20
15
10
5
0
White

Blue

Red

32

Black

Other

Interpretation:-Table denotes that majority of the respondents likes the black colored bike
rather than others

33

Table 10
Table showing the respondents rate towards HONDAs parameter mentioned

Knowledgeable
sales person
Availability
of
spare parts
Vehicle condition
price
Attractive
discounts offered
Responds
to
complaints
quickly

Strongl
y
disagre
e

Disagre
e

Moderat
e

Agree

Strongly agree

14

46

32

12

26

12

16

34

6
4
44

20
12
24

2
8
16

0
52
16

72
24
0

10

12

52

20

Chart 10
Chart showing the respondents rate towards HONDAs parameter mentioned

80
70
60
50
40
30
20
10
0

Strongly diagree
Disagree
Moderate
Agree
Strongly agree

34

Interpretation:-Table denotes that majority of the respondents rated HONDAs

performance is as good as compared to other dealers. The respondents are not satisfied with
the offers provided by the company.

Table 11
Table showing the rate of respondents towards the time spent by employees with the
respondents
Time
spent
Before
sales
During
sales
After
sales

Strongly
Disagree(%
)
8

Disagre
e
(%)
6

Moderat
e (%)

Agree
(%)

Strongly Agree (%)

16

18

12

24

16

46

32

16

18

26

Chart 11
Chart showing the rate of respondents towards the time spent by employees with the
respondents
50
45
40
35
Strongly Disagree

30

Disagree

25

Moderate

20

Agree
Strongly Agree

15
10
5
0
Before sales

During sales

After sales

Interpretation:-Table denotes that majority of the respondents rated HONDAs customer

relationship is good as compared .
35

FINDINGS, SUGGESTIONS
AND CONCLUSION

36

FINDINGS

Performance is the most important aspect that attracts customers to HONDA Bikes

Offers provided by HONDA are not reached up to the customers hope.

HONDA has very good public relation; it has to play very important role in the growth of
the organization.

Most of the customers are highly satisfied with HONDA's customer relation and after
sales services.

Among 50 customers 72% are highly satisfied with the vehicle condition of HONDA.
It was noted that some people are not satisfied with the availability of spare parts.

37

SUGGESTIONS
Company can give more importance on spare parts availability
Among 50 customers 44% of the customers are not satisfied with the
availability of spare parts. So company can give more importance for
the availability of spare parts

Company can try to provide better offers.

Most of the customers are highly interested with getting offers. There
is
no doubt that if the company provides better offers to customers the
sales of the company will increase more and more.

Service department may care the customers little more.

A few customers have a complaint with service of HONDA. So the
service department may try to care the customers little more.

Customers are highly satisfied with HONDAS performance is and company

should try to keep it up.

38

CONCLUSION
The project titled A study on customer satisfaction towards HONDA in Coimbatore
was an earnest attempt to find out the factors that influenced the customers to buy the bike of
HONDA, which will help to understand the plus points of the organization.

It was found that customers are highly satisfied with HONDAs service compared to other
bike companies. One of the important plus point of HONDA is their public performance. It
has to play a very important role in the growth of the organization. However many of
respondents are not satisfied with the offers of the firm. So company can concentrate give
more offers a. It may help the organization to improve their sales. The study reveals majority
of customers are satisfied with the facilities provided by the organization. The management is
give high concentrate for customer satisfaction. That creates more customer satisfaction.

BIBLIOGRAPHY
39

1. www.honda.com
2. www.google.com
3. www.yahoo.com
4. www.twowheeler.com
5. www.wikipedia.com

A STUDY ON CUSTOMER SATISFACTIN ON HONDA IN COIMBATORE

QUESTINNARE
40

1. Name:
2. Age:

[ ] 15-20 [ ] 20-25

3. Gender:

[ ] male

[ ] 25 -30

[ ] 30 above

[ ] female

4. Occupation:
[ ] Business man

[ ] Employee

[ ] Student

[ ] other

5. Which HONDA bike do you own?

[ ] Unicorn

[ ] Shine

[ ] Twister

[ ] Stunner

[ ] Dazzler

[ ] other

6. Which of the dazzling color do you like?

[ ] White

[ ] Blue

[ ] Red

[ ] Black

[ ] Other

7. .For what purpose you buy a HONDA bike?

[ ] Personal

[ ] Official [ ] Both

8. How long you are using HONDA bike?

[ ] 0-1 years

[ ] 1-2 years

[ ] 2-3 years

[ ] 3-4 years

[ ] above 5 years

9. Factors do you consider the most in choosing HONDA bike?

[ ] Price

[ ] Brand name

] Safety

[ ] Style

[ ] Performance

10. Please rate the following benefits according follows:

Preference
Comfort
Safety
Mileage
Maintenance

Excellent

Good

11. Are you satisfied with HONDA bike(s)?

[ ] Yes

[ ] No

If No, reason:
41

Moderate

Cant say


12. What are the other company bike(s) you owned?
[ ] Hero

[ ] Bajaj

[ ] TVS

[ ] Yamaha

[ ] Other

[ ] None

13. What is your opinion about the service of HONDA bikes compared to other bikes?
[ ] Excellent

[ ] Good

[ ] Moderate [ ] Unsatisfied

14. How would you rate HONDA on the following parameter?

Strongly
Disagre
e

Disagre
e

Neither
agree

agree

Strongly
agree

Nor
disagree

Knowledgeable sales person

Employees spent enough time with
you: before sales
During sales
After sales
Availability of the spare parts
Vehicle in good condition
Prices
Attractive discounts offered
Responds to complaints quickly

Thank you.

42

43