Chapter -1

INTRODUCTION

1
 INTRODUCTION

The two wheeler segment in the automobile industry plays a vital role in

India. The present day market is such that a two wheeler is affordable by

middle class people in urban areas. It is also more convenient for

travelling short distance within the city and for individual, over, the years

the sales figured of the two wheelers has increased to a very large extent.

The sales of the two wheeler in 1950 were merely 900 units, whereas now

the sales have gone up to millions.

2
The two wheeler market mainly consists of scooterette and motorcycles.

The motorcycles segment forms 65% of whole of two wheeler segment.

Whereas earlier the motorcycles had a very small share in the two

wheeler segment but with the collaboration of Indian and Japanese

companies (Honda, Suzuki, and of Kawasaki) the share has increased

tremendously with reason being that two wheelers had a superior engine,

better pick-up, good mileage, improved designs and large options to

choose from.

The two wheeler segment is divided into two stroke and four stroke

categories. The two strokes consists of kinetic Honda, Nova, Yamaha

Rx135, kb-125, etc. the four strokes category consists of Honda Activa,

TVS Scooty, Kinetic Style, etc.

Most of the officials or some persons generally prefer these two wheelers,

such as Honda Activa, Kinetic Honda, Scooty, etc, as they are more

concerned with mileage. They are also concerned with these two

wheelers, as they prefer unguarded vehicles, so that it would be easy to

ride the two wheelers in the cities where there is much traffic.

The scooterette segment will continue to lead the demand for two wheeler

in the coming years.

The Indian two wheeler industries produced and sold about 4.4 million

units in the year 2014-15

3
. Like any other Indian industry, the policy environment guided and

controlled this segment of the industry as well. Licensing horns ruled day

till the mid 80s access to foreign technology inputs and foreign

investment were strictly government controlled.

Since mid 80s, the Indian automobile industry was administered select

doses of liberalization, foreign collaboration coupled with Indian market

potential, attracted world major companies like, Honda, Yamaha, Suzuki,

etc.

STATEMENT OF THE PROBLEM

With the recent influx of different brands in todays four wheel auto

segment each striving to satisfy customer with the end results of

maintaining loyalty, at present cars as such have become necessity but not

a nicety.

With this outlook of todays market it is even a laymans perceptive that

Honda has stood against all odds this indicates that Honda, by itself

reflects a satisfied customer.

Keeping in mind curriculum requirement and organizational requirement

the study has been conducted to find out customer buying behavior

towards Honda Activa. However, due to time constraint an in depth study

could not be undertaken.

4
 OVERVIEW OF WORLD MARKET

Honda is the largest motorcycle manufacturer in Japan and has

been since it started production in 1955. At its peak in 1982, Honda

manufactured almost three million motorcycles annually. By 2006 this

figure had reduced to around 550,000 but was still higher than its three

domestic competitors. During the 1960s, when it was a small

manufacturer, Honda broke out of the Japanese motorcycle market and

began exporting to the U.S. Working with the advertising agency Grey

Advertising, Honda created an innovative marketing campaign, using the

slogan "You meet the nicest people on a Honda." In contrast to the

prevailing negative stereotypes of motorcyclists in America as tough,

antisocial rebels, this campaign suggested that Honda motorcycles were

made for the everyman. The campaign was hugely successful; the ads ran

for three years, and by the end of 1963 alone, Honda had sold 90,000

motorcycles.

Taking Honda's story as an archetype of the smaller manufacturer

entering a new market already occupied by highly dominant competitors,

the story of their market entry, and their subsequent huge success in the

U.S. and around the world, has been the subject of some academic

controversy. Competing explanations have been advanced to explain

Honda's strategy and the reasons for their success.

5
 The first of these explanations was put forward when, in 1975,

Boston Consulting Group (BCG) was commissioned by the UK

government to write a report explaining why and how the British

motorcycle industry had been out-competed by its Japanese competitors.

The report concluded that the Japanese firms, including Honda, had

sought a very high scale of production (they had made a large number of

motorbikes) in order to benefit from economies of scale and learning

curve effects. It blamed the decline of the British motorcycle industry on

the failure of British managers to invest enough in their businesses to

profit from economies of scale and scope.

6
 OVERVIEW OF INDIAN MARKET

Honda Motor Corp Ltd. India Limited has recently introduced its

first ever MPV model, Mobile for the Indian automobile market. It has

introduced the vehicle in three trim levels with both petrol and diesel

engine options. At the same time, it also rolled out the RS variant that is

available with a diesel engine option only. However, it has stated that the

deliveries of this sportier version will begin from the coming month.

Now, it has also introduced V Option and RS Option variants in its

series with a few additional features. These aspects include Audio Video

Navigation system featuring 15.7cm touch screen display, rear parking

camera and woody interior panels. The petrol variants are powered by a

1.5-litre, i-VTEC engine, which is capable of producing 118bhp in

combination with peak torque of 145Nm. On the other hand, the diesel

version is equipped with a fuel efficient 1.5-litre, i-DTEC motor that belts

out a peak power of 98.6bhp, while generating 200Nm. This motor can

produce an impressive mileage of 24.2 Kmpl.

This vehicle is also blessed with crucial safety aspects like airbags

for front passengers, pedestrian injury mitigation technology and ACE

(Advanced Compatibility Engineering). The Activa maker is offering the

anti-lock braking system with electronic brake force distribution as

standard for all the diesel variants.

7
 GROWTH OF THE COMPANY

Over the next five years, the analysts that follow this company are

expecting it to grow earnings at an average annual rate of 10.87%.

This year, analysts are forecasting earnings decrease of -5.45% over

last year. Analysts expect earnings growth next year of 17.29% over

this year's forecasted earnings.

Honda Activa has once again topped the sales charts in the Indian two

wheeler industry, achieving highest sales for the third time in the last

eleven months amongst all two wheelers in the country.

8
 In July 2014, Honda Activa sold 1,91,883 units and achieved year-on-

year growth of 64 per cent from July 2013 to July 2014. This is

commendable, and quite a task to outsell market leader Hero

MotoCorps Splendor motorcycle, which has been the favourite and

highest selling two wheeler for many years.

9
 ABOUT MAJOR COMPANIES IN THE INDUSTRY

The Two Wheelers Manufacturers in India, at present are doing

good business. The growth of the two wheelers sector was noteworthy in

the past few years. In the period 2014-15 the total number of the two

wheelers and three wheelers produced in India, were around 9 million.

The sales pertaining to two wheelers in the period 2014-15 was

7,857,548, which was a growth of 11.41 %. In the same period the

motorcycle exports from India was 321,321 units.

TWO WHEELER MANUFACTURER :

TVS Motor Company

Honda Motors Ltd.

Royal Enfield Motors India Ltd.

YAMAHA Motor India Pvt. Ltd.

Bajaj Auto Ltd.

Suzuki Motor Corporation

LML (India) Ltd.

Kinetic Motor Co. Ltd.

Hero Motor Corp Pvt. Ltd.

10
BACKGROUND OF THE STUDY

With diminishing finances, it is rarely possible for a library or

information center to have enough resources to fulfill the needs of its

clients. What is being delivered is only a portion of what their clients

actually need (Ramos &Mohd Ali, 2005). Collaboration is widely

recognized as the best way for libraries to cope with the ever increasing

challenges: volume of information resources; nature and quality of

information; user needs and expectations; information and

communication technology competencies and infrastructure; inflated cost

of information resources; and staffing needs. However, although these

challenges have continued to prevail, libraries working under

collaborative initiatives like the Consortium of Academic and Research

Libraries in Illinois (CARLI) have registered tremendous success

I contend that lack of funding to facilitate consortium activities is

not the central factor in the failed progress of the planned consortium

activities in Uganda, rather it is the lack of committed leadership and

cooperation among participating libraries that is responsible for the lack

of progress. In any kind of organization or cooperation like a library

consortium, funding has never been enough due to ever changing

technologies and continuous demands from library patrons. However,

good leadership and cooperation among membership plays a bigger role

11
in achieving a common goal. Having and working towards a common

goal, under dedicated, dynamic and faithful leadership with an active and

energetic membership plays a great role in the success of a consortium.

To assist in the possible improvement of consortium operations in

Uganda, I need to understand the leadership, responsibility, staffing,

collection, policies and procedures, funding and structure of academic

libraries in the participating membership of CARLI in comparison with

those of Uganda. My research has incorporated interviews with CARLI

staff and a questionnaire survey to all the participating CARLI

membership.

12
 OBJECTIVES OF STUDY

The main objectives of the study are:

1. To find out the customer buying behavior level.

2. To various age groups, qualification, occupation, and household

income of all the respondents.

3. To find out from which dealer the customer has purchased their

product and the source of awareness about the dealership and the

product.

4. To find the availability of finances schemes and mode of purchase

through the various financial schemes.

5. To find customer buying behavior level towards sales process.

6. To find out the impact of showroom ambience, product briefing and

salesman effectiveness.

NEED FOR THE STUDY

The need for the study arises in order to create awareness amongst the

customers and to determine the customer buying behavior.

The need for the study arises due to the following reasons: -

1. To measure the level of customers satisfaction towards Honda.

2. To know the customer preferences towards Activa.

3. In order to retain the existing customers.

4. To know the buying behavior of customer towards the product.

13
 5. To know the customers opinion towards existing after sales service

provided by the company.

SCOPE OF THE STUDY

1. It helps to know that which publicity media gives maximum retention

to the customers.

2. The study also helps the company to improve their standard of service

& handle the competition in the near future.

3. It also helps in putting in possible improvements, additions, and new

strategies and offers the customers.

4. It also puts a detailed insight into the different aspects of the company,

such as manufacturing, marketing sales, production and finance etc.

14
INDUSTRIAL BACK GROUND OF THE STUDY

Since time immemorial man has been trying to make things which would

make life easier. Among these is the transportation for himself and the

goods.

The invention of wheel revolutionized the concept of transportation.

Initially human beings and animals were used for drawing carts but the

zest to faster and deliver large quantities in faster period resulted in

constant improvement of wheel driven carts.

In 1985 Gattlib Palmer and Kalt Benz invented the first petrol driven car.

This was the beginning of the trend, which revolutionized the concept of

personal transport. But with the passage of time the need for a fuel-

efficient light weight vehicle was felt.

Thus resulted in the invention of Europe, a car on two wheels. The two

wheelers came to recognize as a family vehicle and have retained this

character of date. Not only it is recognized to be useful mode of

transportation for a family it is also safe.

GROWTH OF THE INDUSTRY

In India two wheelers have demonstrated the ever since they come

to know been used in the country. So the manufacturers are all set to woo

the customers with the styles that surprise. Efficiency above expectations.

Durability and services more reliable and pricing.

15
Since the 1980s the market for personalized transport experienced a

strident growth in the country.

From January 1994 the market especially for two wheelers has so

grown to meet the demand of the customers of India. The production

capacity has been consistently increased.

Largely speaking three major categories of two wheeler started coming,

the Scooters, the Motorcycles and Mopeds. The recent trend is for the

scooterette.

INDIAN AUTOMOBILE MARKET:

In India basically the people are composed of middle and lower income

people. For them economical and reasonable comfortable bike or scooter

with less maintenance was the priority. Honda noticed this and their

efforts paid dividends when Activa and Dio were launched. The two

wheeler age revolutionized Indian automobile market. The customers

attitudes too changed with preference for looks, low cost, maintenance,

fuel efficiency. Power engine, availability of spare parts, comfortable

riding and good after sales service.

Consumers long list of preference was carefully kept in mind and a new

era of market segmentation began. The market now segregates high

income and middle income from rich class of customers. Bikes and

scooterettes for every one has become a motto for automobile industry.

Rich and high-income group of customers usually goes for:

16
- Looks

- Maintenance

- Power

The middle and low-income people goes for:

- Fuel efficient

- Power

- Economical cost

17
Chapter -2
INDUSTRY
OVERVIEW

18
 INDUSTRY OVERVIEW

The Indian two wheelers industries can be broadly classified as scooters,

motorcycles and mopeds. These segments as shown below constitute the

domestic two wheeler sales of 3.4 million in financial year 2014-15.In the

last six years, the domestic two wheeler industries have seen structural

changes. This can be seen from the change in composition of two wheeler

sales. Where the motor cycles have consistently gained market share from

scooter and moped segment to corner a share of 41% of total two wheeler

sales. This trend is expected to continue in the next two years till the four

stroke scooters make their presence felt in this segment. The table below

gives an idea about the strides made by motor cycle segment in the last

six years.

19
Moped sales in southern region lead in three wheeler sales with a

contribution of 42% and 35.8% of total three wheeler sales respectively.

In the terms of three wheeler vehicle population in Maharashtra State

stands first with a population of 0.39 mn and Gujarat in the second place

with 0.22 mn as on March 31st2014.

INDUSTRIAL BACKGROUND

Indian automobile industry is full of big names such as Maruti,

Kawasaki, Tata, TVS, Suzuki, Yamaha, Hero Honda, and many others

have swept away the automobile market with high quality 2 and 4

wheelers. When we shift our attention to manufacturers of bikes in India

such as Hero Honda, Yamaha, TVS-Suzuki, Bullet and many others

occupy pre-dominant positions in our eyes. These have been gained big

status to their entity with liberalization opening gates of conservative

Indian economy, many multinational companies are collaborating with

Indian companies to market share for their vehicles at international level.

20
 COMPANY PROFILE

Honda is the world's largest manufacturer of 2-wheelers. Its

symbol, the Wings, represents the company's unwavering dedication in

achieving goals that are unique and above all, conforming to international

norms. These wings are now in India as Honda Motorcycle & Scooter

India Pvt. Ltd. (HMSI), a wholly owned subsidiary of Honda Motor

Company Ltd., Japan. These wings are here to initiate a change and make

a difference in the Indian 2-wheeler industry. Honda's dream for India is

to not only manufacture 2-wheelers of global quality, but also meet and

exceed the expectations of Indian customers with outstanding after sales

support.

ORIGIN OF THE ORGANIZATION

Honda Activa is the first scooter model of HMSI for the Indian market.

It has revitalized the Indian scooter market after its launch in the year

2009. Within the 1st year of its launch it has been awarded the 'Scooter

of the Year' by Overdrive magazine and also the 'Readers Choice

Award' for the best scooter by Auto India Magazine.

The Honda Activa has set a new standard for new era of scooters in India.

It has been developed exclusively for the Indian market after closely

examining the changing lifestyles, wants and needs of the consumers.

The Honda Activa has been designed to cater people who believe:

The conventional Indian scooter is too big and difficult to handle

21
 The scooterette is too small and similar to mopeds

The Honda Activa is equipped with a number of new functions and

mechanisms, introduced for the first time in India. It is designed to offer

greater functionality, performance, economy, and ease of handling and

maintenance to a wide cross-section of the Indian society.

As responsible members of society and industry, we Honda Motorcycle

and Scooters India Pvt. Ltd. (HMSI), Manesar manufacturer of two

wheelers, recognize that well being of humans and conservation of earth's

environment is important. By adopting environmental management

system, HMSI is moving towards realization of Honda's green factory

concept.

We shall endeavor to continually monitor, improve and conserve the

environment in which we operate. HMSI is committed to achieve,

environmental excellence in all its industrial activities, in the following

ways:

Conserving environment through preventing pollution at its source of

generation and strengthening our existing pollution control system.

Promoting conservation of resources such as energy, water, oil and

grease and other raw materials, by reusing, recycling and minimizing

the waste generation.

Complying with all applicable legal/regulatory requirements and strive

to go beyond wherever possible.

22
 Regular monitoring and reviewing of environmental objectives and

targets.

Increasing environment awareness and competence amongst our

employees and encourage vendors & dealers to adopt EMS.

HMSI will establish its environmental management system following

PDCA cycle and continuously work to make it more effective. The policy

will be well disseminated to our employees as well as to public at large.

The Three Joys

In line with Honda's Philosophy, HMSI conducts all its daily

activities in pursuit of the following joys:

The Joy of Buying The Joy of Selling The Joy of

Manufacturing

The joy of using world The joy of selling world The joy of

class products class products producing high

quality products

Honda is the world's largest manufacturer of 2-wheelers. Its symbol, the

Wings, represents the company's unwavering dedication in achieving

goals that are unique and above all, conforming to international norms.

These wings are now in India as Honda Motorcycle & Scooter India Pvt.

Ltd. (HMSI), a wholly owned subsidiary of Honda Motor Company Ltd.,

23
Japan. These wings are here to initiate a change and make a difference in

the Indian 2-wheeler industry. Honda's dream for India is to not only

manufacture 2-wheelers of global quality, but also meet and exceed the

expectations of Indian customers with outstanding after sales support.

ADDRESSES:

Official Name Honda Motorcycle & Scooter India Pvt. Ltd.

Established May 2001

Place New Delhi, India

Capital Rs. 300 Crore

Representative Mr. HaruoTakiguchi, President & CEO

Factory Location Manesar, District Gurgaon, Haryana, India

Production Capacity 200,000 units per year

Racing

Honda has always played an important role in motor sports,

believing it to be the springboard for technological advancement. Honda

has made its mark in the 500cc class Motorcycle Racing World

Championship and more.

24
Technology

Our fundamental design philosophy seeks to maximize space and

comfort for people, while minimizing the space required for mechanical

components. With this aim in mind, Honda's R&D activities include

product-specific development and research.

Safety

At Honda, we use a three-prong approach, based on preventing

accidents, minimizing injury in the unlikely event of an accident and our

Driving Safety Promotion operations. Honda's safety philosophy

emphasizes the development of appropriate technologies for its products,

so as to ultimately achieve maximum riding comfort for its customers.

Honda was the first manufacturer in Japan and India to develop and apply

the anti-lock brake system for the two wheelers.

Environment

Honda is unrivalled in making a conscious effort to lower the

emissions of every one of its vehicles, 2 and 4-wheelers. It is actively

pursuing the development of a 4-stroke engine in all 2-wheelers by 2013.

25
 PRODUCT PROFILE

HONDA ACTIVA

Technical Specifications

Engine:

Type 4-stroke, single cylinder, air cooled,

OHC

Displacement 102 cc

Maximum Power 7 Bhp at 7000 rpm

Maximum Torque 0.8 Kg-m at 5500 rpm

Transmission V-matic

Ignition Self and Kick

26
 Electricals:

Battery 12 V, 5 Ah

Headlamp 35 W

Classes:

Frame High rigidity under bone type

Dimensions (l*b*h) 1765*715*1130 mm

Wheel Base 1235 mm

Seat Height 760 mm

Ground Clearance 145 mm

Fuel Tank Capacity:

Tank capacity 6 litres

Brakes:

Front Drum, 130 mm dia

Rear Drum, 130 mm dia

27
Tyre Size:

Front 3.50-10, 4 PR

Rear 3.50-10, 4 PR

Suspension:

Front Bottom link with spring loaded

hydraulic damper

Rear Unit swing with spring loaded

hydraulic damper

Colors:

Strand silver metallic

Black

Laser red

Precious gold metallic

Azure blue metallic

Features:

Aerodynamic Design: The Honda Activa has an aerodynamic body that

helps cool the engine through smoother airflow. It also helps to lower fuel

consumption by lowering air resistance.

28
Tuffup Tube: The Tyres of the Honda Activa have double layered tubes

with fluid in between. This seals the air leakage in case of a puncture to

ensure that the rider enjoys a hassle-free ride.

Under Seat Box: Neatly hidden beneath the seat of the Honda Activa is

space that can comfortably hold a helmet or any other thing you wish to

put away.

CLIC: The Convenient Lift-up Independent Cover enables one to

easily lift-up the Honda Activas body cover, like the bonnet of a car.

This makes routine maintenance easier and faster.

Multi-Reflector headlamp: Honda Activa has a powerful and very

stylish multi-reflector headlamp that increases road visibility to make

night driving a safe experience.

Which is why the Activa has been in Aspi's possession (he being of the

married type) for all these months while I have been breaking my head

over a succession of Bullets. But didn't someone say there always is light

at the end of the tunnel and in this case the light ain't of an oncoming

train. Rather it has 'Dio' splattered across its sides.

The Dio is clad entirely in plastic panels, a departure from the steel-

bodied Activa. Honda wanted to play it safe with the Activa and hence it

is steel-bodied, but with the Dio, the contemporary approach to panels

has been adopted resulting in 12kg weight reduction, more of which later.

29
Developing plastic moulds is also much cheaper that steel.

Ergonomically the Dio is spot-on and quality of components and controls

is top-notch, as we have come to expect from any Honda offering. The

handlebar-seat-footboard relationship has been optimized perfectly for

riding comfort. The Dio also has the CLIC cover that lifts up the Honda's

body like a car bonnet allowing easy access to the engine for routine

maintenance. In terms of build quality, we can emphatically state the Dio

will remain bombproof.

30
 CUSTOMER BUYING BEHAVIOR

Customer buying behavior suffices the customer. Customer visualizes,

perceives and will have some expectations before making any purchase.

If the product meets customers expectations then he is satisfied.

Customer will be satisfied when the product meets the basic needs set and

therefore utility of a product is nothing but consumers estimation of

products over all capacity to satisfy his needs.

Customer buying behavior is a function of perceived performances and

expectations.

Dissonance reducing buying behavior

The customer might experience post purchase dissonance by

noticing disquieting features of product or by hearing favorable things

about other product. If performance of product does not satisfy perceived

expectations, the customer is dissatisfied, where he develops dissonance.

Post purchase satisfaction

When the customer is satisfied or delighted he will be dazzled. If

the product matches the expectations of customer he is satisfied. The

customers satisfaction is a function of closeness between the buyers

product expectation (E) and products perceived performance (P)

31
Post purchase actions

There is high probability of purchasing the product if the customer care

satisfied. Marketers should take keen interest in handling customers

dissatisfaction. Marketers job is to understand buyers behavior and aim

at satisfying customers. The satisfied customers will have brand loyalty

and strong affinity towards the product, so there is less scope of switching

to other brands. Satisfaction can be used as gauge for measuring

effectiveness of customer care of the organization. This increases the

customer loyalty.

Customers buying decision process

Social factors, personal factors, and psychological factors influence

SOCIAL
PERSONAL
Culture
Age PSYCHOLGICAL
Sub cultural
Life style Motivation
Cross-cultural
Occupation Perception
Social class
Economic Learning
Reference groups
Position Personality
Family BUYER
Attitude

Customers buying decision process.

The company should ignore competitions and concentrate on customers

one-on-one that will drive competition crazy. This can be most potent

32
competitive weapon. Customer buying behavior should be main

objective, goal and marketing tool for a company.

Tools for tracking & measuring the attitude of the satisfied

customers

The alert companies set up systems to monitor the attitude of customers

by monitoring changing levels of customer buying behavior before they

affect sales it takes action. The main attitude tracking systems are:

1. Complaint & suggestions system

2. Customer panel

3. Customer surveys

4. Ghost shopping

5. Lost customer analysis

COMPLAINT AND SUGGESTIONS

A customer-oriented company records, analysis and responds to

complaints and tries to correct problems by new ideas and should

welcome complaints and try to correct problems by new ideas and should

help customers. Many hotels, restaurants and banks use this feedback

method to track and measure customer buying behavior.

Complaint handling strengthens buyer-seller relationship by building

trust.

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Follow the LIST method to handle complaints:

L-ISTEN TO COMPLAINNING CUSTOMERS

I-SOLATE CORE PROBLEM THROUGH QUESTIONS

S-OLVE PROBLEM FROM KEEPING CUSTOMER INFORMED

T-AKE FEEDBACK FROM CUSTOMERS TO MAKE SURE HE IS SATISFIED

CUSTOMER PANELS

Companies should run panels of customers who have to

communicate periodically. Panels are more representatives of the range of

customer attitudes. Panels would reveal kinds of people who responded to

promotion.

34
 CUSTOMER SURVEYS

It is conducted to learn how product has affected brand choice

behavior, what they thought of it and it is direct measure of satisfied

customers.

Companies periodically send questionnaires or make telephonic calls to a

random sample to prospective customers to evaluate satisfaction level on

5 point scale (very dissatisfied, dissatisfied, neutral, satisfied, very

satisfied) and ask about quality of service and various other aspects.

Management compare these ratings and can arrive at customer buying

behavior level, measurement of customers repurchase intention or willing

ness to recommend the product to others are also judged.

35
TAKE ACTION MEASURE CUSTOMER OPINION

ANALYSE AND INTERPRETINFORMATION

PLAN CORRECTIVE MEASURE

MEASURES

GHOST SHOPPING

Customer oriented companies hire persons to pose as potential

buyers to report their findings on strong and weak points they

experienced in buying company and competitors product. The ghost

shoppers even pose certain problems to test whether the companys sales

personal handle the situation well.

RETENTION OF CUSTOMERS

Retaining a single customer is most important than attracting many

new customers. Company should reconfigure all planning processes

towards customers. Direct all marketing efforts towards meeting

customer needs. Create corporate strategy aimed at customer value.

Company can make customers happy by providing reliability,

responsiveness, assurance, empathy and tangible materials.

36
The company should create an emotional bondage between themselves

and customers. It is always more costly, pay less attention to competing

brands, buys other product that company latter adds to its line. Marketer

should be aware of profitable and non-profitable customers.

CUTOMERS WILL BE SATISFIED BY

CONTINUOUSIMPROVEMENT PROCESS AND MAINTAINING

TOTAL QUALITY

Customers are judged of quality. Therefore, highest quality of

products should be companies objective maintaining zero defects or

100% quality. Thus improves quality, inurn quality increases cost

effectiveness.

Proven method and procedures should be adopted and applied

consistently.

Quality derivativeness should be compulsory, satisfying customers

requirements.

Companies should have quest for quality and should meet standards.

Quality should be in every stage from planning to production.

Quality should be in hallmark of the company. Company should

promise highest standard of product quality, safety, comfort and

dependability.

37
 Companies should have quest to find innovative ideas and featured or

attributes that will create excitement and desire and they should look

beyond what the customer says.

WHAT IS MARKET?

Market consists of all the potential customers sharing a particular need or

wants who might be willing and able to engage in exchange to satisfy that

need or wants

MARKETING

Marketing is so basic that it cannot be considered as a separate

function. It is the whole business seen from points the point of view of its

final results, that is from customer point of view business success is not

determined by the producer but by the customer

Peter.F.Drucker

Marketing consists of all activities by which a company adapts

itself to its environment

Ray Corey

WHAT IS MARKETING?

Marketing is a social and managerial process by which individuals and

groups obtain what they need and want through creating, offering and

exchanging products of value with others..

38
MARKET SEGMENTATION

The task of breaking the total market into segments that share

common properties is market segmentation. It is the process of

identifying a group of consumers with similar needs and producing a

product that will meet those needs at a profit.

Market segmentation will facilitate the firm to identify and find out the

additional benefit desired by the people to pay benefits and source where

they would like to buy it.

CONSUMER BEHAVIOUR

The term consumer behaviour refers to the behaviour that consumers

display in searching for purchasing, using, evaluating and disposing of

products and services that they expect will satisfy their needs. The study

of consumer behavior is the study of how the individuals make decisions

to spend their available resources (time, money, effort) on consumption

related items. It includes the study of what they buy, why they buy, when

they buy it, where they buy it and how they buy it and how often they use

it.

WHY WE STUDY CONSUMER BEHAVIOUR?

There are various reasons as to why people study consumer

behavior. As consumers, we benefit from insights in our own

consumption related decisions: what we buy, why we buy, how we buy

39
and the promotional influences that persuade us to buy. The study of

consumer behavior enables us to become better and wiser consumers.

As marketers and future marketers, we are able to understand consumer

behavior, then we can predict how consumers are likely to react to the

various information, which help us to shape the marketing strategies

accordingly to gain a competitive advantage in the market.

Marketers have also observed a change in the psychological

behavior of the consumers. There is an increasing awareness among the

consumers to the changes taking place around them resulting in an urge to

purchase various goods and services. In other words, there is a positive

buying motive shown by the consumers. Consumer behavior was a

relatively new field of study in the mid to late 1960. This new discipline

borrowed heavily from the concept enveloping other scientific disciplines

like psychology, sociology, etc. Many early theories were based on the

economic theory, on the notion that individual act rationally to maximize

their benefits in the purchase of goods and services.

The initial thrust to consumer research from a perspective here marketing

managers wanted to know the specific causes of consumer behavior.

They regarded it as an applied marketing science: if they could predict

consumer behavior they could influence. This approach has come to

known, as positivism and the people concerned with predicting consumer

behavior are known as positivists.

40
DEFINATIONS OF CONSUMER BEHAVIOUR

According to Walters & Paul Consumer behaviour is the process

whereby individuals decide what, when, where, how and from whom to

purchase goods and services.

Consumer may be defined as all the individuals and households that buy

and acquire goods and services for personal consumption.

Consumers differ in the age, income, taste and preference and educational

levels and therefore the marketers should identify the different consumer

groups and develop products and services according to the needs of the

consumers.

CONSUMER BEHAVOIUR MAY BE DEFINED AS

The process whereby the individuals decide whether what, when, how

and from whom to purchase goods and services.

IMPORTANCE OF CONSUMER BEHAVIOUR

1) Consumer behaviour is dynamic and changes continuously.

According to the consumer tastes and preference. Therefore a study

of to analyze, monitor and understand the consumer behaviour is very

essential.

2) Only by studying consumer behaviour a businessman can solve the

problems faced by the consumers.

3) A study of consumer behaviour helps in effective marketing

management.

41
4) Product decision regarding price, promotion and distribution can be

taken after studying the consumer behaviour and how they react to

the product.

5) In an Indian market where changes take place very often, where the

government keeps on changing, it is essential to study the

expectations of the consumer based on the changes.

6) Consumer behaviour study helps a marketer in exploiting new

opportunities and meeting the challenges and requirements of an

Indian consumer.

Consumer behaviour can be said to be the melding of all those bodies of

knowledge concerning with human behaviour-behavioral sciences.

SAMPLING PROCEDURE

The sample size of collection of data is 100 respondents.

Sampling is basically targeted to the consumers who own Honda Activa,

who are chosen by simple random technique. Though the size of sample

is small, it has highly reliable findings as it is targeted to right Honda

Activa owners.

DATA COLLECTION METHOD

The type of information required for the study was satisfactory

level of the consumers who own Honda Activa. So data is collected

through personal interview method. This method has helped in

obtaining data on factors such as attitude, satisfaction level, mode of

42
purchase etc. by this method one can expect a reliable information, which

is referred to as quantitative research design method.

SOURCES OF DATA

It refers to method used to conduct research for Honda in this research all

the data have been collected through primary source of Data collection

method, for the study of Honda Activa.

43
 CUSTOMER SATISFACTION

INTRODUCTION

Satisfaction is a persons feelings of pleasure (or) is appointment

resulting from comparing a products, perceived performance in relation to

his (or) her expectation.

Satisfaction is a function of perceived performance and expectations. If

the performance falls short of expectation, the customer is dissatisfied. If

the performance matches the expectations, the customer is satisfied. If

the performance exceeds expectations, the customer is highly satisfied

(or) delighted.

Customer satisfaction is both a goal and a marketing tool. Companies

that achieve high customer satisfaction ratings make sure that their target

market knows it.

Actual performance by the firm

Customer Satisfaction = ---------------------------------

Customer Expectations

44
 CUSTOMER & HIS IMPORTANCE :-

The essence of the marketing concept is that organizations must adopt

customer oriented features and focus their attention of building programs,

offering and strategies that satisfy customer needs and wants. Many

organizations maintain their focus on operations or product or sales

efforts and thereby ; get dislocated by mistaking the means for the end.

Successful marketing involves companywide transformations in attitude

beliefs and perceptions of the people in how they view the customer.

Deep commitment to the customer is what distinguishes successful

marketers from Laggards.

The excellent companies really close to their customers, other companies

top about it, excellent companies really close to their customers, other

companies to about it, excellent companies do it. The companies, which

show extra ordinary concern for the customer, include. American

express, Mc donalds, Citibank, IBM who go to the smallest dealers also

Never forget the customers attitude is the hull mark of their service

strategy.

Hence Customers are :-

1. The most important people in any business.

2. They are not dependent of a business, But business is dependent on

them.

45
3. They are not an interruption to own work, they are the purpose of

it.

4. They are doing us favor when they come in, we are not doing them

favor by serving them.

5. They are part of our business, they are not outsiders.

6. They are not just statistic. The customers are human beings with

flesh and blood having feelings and emotions.

7. People come to us with their needs and wants. It is our job to

fulfill them.

8. They are the lifeblood of every business without whom the door of

the business would have been closed.

9. Non customer functions in particular must be made customer

oriented. Customer needs and requirements should be tracked on

regular basis.

46
CUSTOMER SATISFACTION

Whether the buyer is satisfied after purchase depends upon the offer

performance in relation to the buyers expectations. Customer

satisfaction can be defined as :-

Satisfaction is the level of a persons felt state resulting from comparing a

products perceived performance in relation to the persons expectations

satisfaction level is a function of the different between perceived

performance and expectations some of the successful business firms are

aiming for total Customer Satisfaction which increase customer loyalty

towards the product or service offered by the firm.

IMPORTANCE OF CUSTOMER SATISFACTIONMISSION AND

PURPOSE OF BUSINESS:

The need to satisfy customer for achieving success in any commercial

enterprise is so obvious, one wonder if there is any need to establish the

importance of customer satisfaction. However one often finds that what

should be obvious everyone also needs to be explained and establish.

The income of commercial enterprise is derived from the payment

received for the products and services supplied to its external customers.

If there are no customers, there is no income, there is no business. In

other words, customers are the sole reason for the existence of

commercial establishments, as the function is extremely important for the

success of the organization, the senior management as well as the leaders

47
of other departments or Divisions should also realize the importance of

customers to the organization and for its growth. It is therefore no

surprise that Peter Drucket, the renowned management guru said to

satisfy the customer is the mission and purpose of every business :.

CUSTOMER SATISFACTION PROCESS

Companies seeking to win in todays market must track their customers

expectations perceived company performance and customer satisfaction

not only for them but for their competitions as well.

Brand loyalty and Customers satisfaction on the other hand are almost

synonymous and their impact on market share is statistically varifiable.

The relationship between market share profitability as well as

profitability and share holder value creation have been the subject of

considerable research over the years and the linkages have been proven

many times.

48
Customer satisfaction and Business Results

Licensing to voice of the customer Brands

Service Quality

Service Quality Customer Customer

Satisfaction Retension

Product Quality

Competitive

Innovation Growth Rate Market Share

Shareholder Profitability

Value Creation

49
It has been found that some customers are, by native tendency, more

likely to move while others are not. Therefore even for some level of

satisfaction or dissatisfaction, some customer will remain with the brand

they are loyal to while others will switch. Simply because they are more

prone to taking risks and more easily susceptible to the blandishments of

competitors and inherently more fickle. This can be represented in four

way matrix as given below.

High 1. Safe Customer Habitual

Switches

Satisfaction with 3. The Patient ones Highrise

Production

Low

Customer Classification by Satisfaction and Mobility

1. The Safe Customers are those who are satisfied and not likely to

move.

2. The habitual switches are happy and still likely to switch.

3. The patient ones will stay on regardless but should not be taken

for granted. Their satisfaction can be improved profitably as

they are inherently less likely to switch..

50
Todays customers are global and have high degree of need for

congrition, recognition, approval and respect. So many companies

believe that customer satisfaction can make the company more profitable

to some extent as

It as a more process aimed at enhancing customer share.

It builds goodwill in the market, which in turn generates additional

traffic to the outlet.

It is a real experience and a rich insight is to customers min to hit

the bulls eye with carefully designed marketing strategies

A highly effective technique is to keep of buying habits, intentions,

self image, spending patterns, customer develops a sense of

belonging in then and a soft corner for the company itself.

Higher customer retention index, customer lifetime value, loyalty

and satisfaction level increase transactions with the same customers

again and again.

A highly effective system of communication helps in developing

positive attitude in customer mind about the company its offerings.

51
WHAT MARKETING SHOULD DO

Companies should establish a separate relationship market to

prepare, implement and monitor their relationship marketing

program.

Company should not rely totally on technical people but employ

relationship managers who well equipped with marketing

Communication and interpersonal skills.

An integrated marketing system is a pre-requisite for building

relationship with customers.

Companies should continuously search for value building

approaches through a system of quality management review

process, etc., because only by exceeding customer expectations,

marketers can build a value laden relationship with customers.

As said before to satisfy a customer and to retain customer

relationship marketing is important.

Methods of Tracking and Measuring Customer Satisfaction

The various methods generally adopted to track customer

satisfaction are :

a) Complaint & Suggestion system

b) Customer satisfaction survey

c) Ghost Shopping

d) Lost Customer analysis

52
 a) Complaint & Suggestion system

A Customer centered organization would make it easy for its Customers

to deliver suggestion and complaints. Some customer centered

companies P & G, General Electric, Whirlpool established Customer

hot lines with toll free 800 telephone numbers to maximize the ease with

which customers can enquire make suggestion, or complaints. Their

information flows provides these companies with many good ideas and

enable them to act more rapidly to resolve problems.

b) Customer satisfaction surveys

A company must not conclude that it can get a full picture of customer

satisfaction and dissatisfaction by simply relaying on a complaint and

suggestion system. Studies show that customer are dissatisfied with one

out of every four purchases and less than 5% of dissatisfied customers

will complaint customer may feel that their complaints are minor, and

they will be made to feel stupid or that no remedy will be offered. Most

customers will by less or switch the supplier than complaint. The result is

that the company has needlessly lost customers.

Therefore, companies cant use complaint level as a measure of

customer satisfaction. Responsive companies obtain a direct measure of

customer satisfaction by conducting periodic surveys. They send

questionnaire or make telephone calls to random sample of their recent

53
customers to find out how they feel about various aspects of the

companys performance.

Customer satisfaction can be measure in a number of ways. It can be

measured directly by asking indicate how satisfied you are with service

on the following scale, highly dissatisfied, indifferent satisfied, highly

satisfied (Directly reported satisfaction). Respondents can be asked as

well as to rate how much they expected of a certain attribute and also

much. They experienced (desired dissatisfaction) still another method to

ask respondents to list any problems they had with the offer and to list

any improvements they could suggest (Problem analysis) finally,

companies could ask respondents to rate various elements of the offer in

items of the importance of the each of and how were the organization

performed each element (important performance ratings). Its last method

helps the company to know if it is under performing on important

elements and over performing on relatively unimportant elements.

C) Ghost shopping

Another useful way to gather a picture of customers satisfaction is to hire

persons to pose as potential buyers to report their finds on strong and

weak points they experienced in buying the companys and competitors

products.

54
d). Lost Customer Analysis

Companies should contact who stopped buying or who have switch to

another supplier to learn why this happened. When IBM loses a

customer, they amount through effort or learn where they failed is their

price too high, their service deficient their products unreliable and so on.

Not only it is important to conduct exit interviews but also to monitor the

customer loss rate, which if its increasing clearly indicated that the

company is failing to satisfy customers.

Some cautions in Measuring Customers Satisfaction

When customers rate their satisfaction with an element of the companys

performance say delivery, we need to recognize that customers will vary

in how they define food delivery ; it could mean early delivery on time ;

delivery order completeness, and so on. Yet if the company had to sell

out every element in detail customers would face huge questionnaire.

Companies should also note that managers and sales persons could

manipulate their ratings on customer satisfaction. They can be especially

nice to customers just before the survey. They can also try excluding

unhappy customer form being included in the survey.

Some customers may want to express high dissatisfaction in order to

receive more concession.

55
E. Lost Customer Analysis.

Companies should contact who stopped buying or who have switch to

other supplier to learn why this happened. When IBM loses a customer,

they amount through effort or learn where they failed is their price too

high, their service deficient their products unreliable and so on. Not only

it is important to conduct exit interviews but also to monitor the customer

loss rate, which if its increasing clearly indicated that the company is

failing to satisfy customer.

Some caution in Measuring Customers Satisfaction

When customers rate their satisfaction with an element of the companys

performance say delivery, we need to recognize that customers will vary

in how they define food delivery; it could mean early delivery on time;

delivery order completeness and so on. Yet if the company had to sell

out very element in detail customers would face huge questionnaire.

Companies should also note that managers and sales persons could

manipulate their ratings on customer satisfaction. They can be especially

nice to customers just before the survey. They can also try excluding

unhappy customers from being included in the survey. Some customers

may want to express high dissatisfaction in order to receive more

concession.

56
Observation on customer satisfaction

1. Customer satisfaction will be lower in industries where the

industry offers a homogenous product to a heterogenous market.

On the other hand. Industries that supply a high quality

homogenous product to homogenous market will register high

satisfaction.

2. Customer satisfaction is lower an industries where repeal buyer

faces high switching costs. They have to but from the supplier

even through their satisfaction is low.

3. Industries which depend upon repeat business generally, create

a higher level of customer satisfaction.

4. As the company increase its market share customer satisfaction

call fall. This is because more customers with heterogeneous

demands are drawn into buying a fairly homogenous product.

Post Product Behavior

After purchasing the product the customer will experience some level of

satisfaction or dissatisfaction. The customer will engage in post purchase

actions and product uses of interest to the marketers. The marketers job

does not end when the product is bought but continue into the post

purchase period. The buyers satisfaction is function of the closeness

between the buyers product expectations the customer buts the product

again and talks favorably or unfavorably about the product to others.

57
Customers from their expectations on the basis of received. Messages

from sellers, friends and other information sources. If the seller

exaggerates the benefits, consumers will experience disconfirmed

expectations, which lead to dissatisfaction. The larger the gap between

expectations and performance, the greater the consumers dissatisfaction.

Post Purchase Action

The Customers satisfaction or dissatisfaction with the product will

influence subsequent behavior. If the customer is satisfied, he or she will

exhibit a higher probability of purchasing the product main. The

satisfied customer will also tend to say good things about the brand to

others. Marketers lay or best advertisements is the satisfied customer :.

A dissatisfied consumer responds differently. The dissatisfied consumer

will try to reduce the dissolvance because a human being strives to

establish internal harmony consistency or congruity among his

opinions, knowledge and values.

Marketers should be aware of the full range of ways consumers handle

dissatisfaction. Consumers have a choice between taking and not taking

any action. If the former, they can take public action or private action. If

the former, they can take public action or private action. If the former,

they can take public action or private action. Public action includes

complaining to the company going to lawyer or complaining to other

groups that might help the buyer gets satisfaction. Such as a business

58
private or government agencies or the buyer might simply stop buying

the product or warn friends. In all these cases the seller losses in having

done a poor job of satisfaction to the customer.

System for complaints handling & service recovery

Studies of Customer dissatisfaction show that customer are dissatisfied

with their purchases about 25% of the time. But surprising finding is that

only about 5% complain. The other 95% either feels that it is not worth

the effort to complain or that they dont know how to whom to complain.

Of the 5% of customers who complain, only about 50% report a

satisfactory problem resolution. Yet they need to resolve a customer

problem in a satisfactory manner is critical where as on average a

satisfied customers tells three people about a good product experience

dissatisfied customer groups to people. If each of them tells still other

people the number of exposed to bad work of mouth may grow

exponentially.

59
 Chapter -3
Research
methodology

60
 RESEARCH METHODOLOGY

Formulation of Hypothesis

The hypothesis was formulated assuming that it would ensure a proper

method for the study based on which relevant material can be collected.

Research Design

It has been assumed that source of data are the foundation, based upon

which the actual required information can be extracted.

Sample Procedure

Empirical field studies require collection of first hand information

on data pertaining to the unit of study from the field.

This sampling plan is effective in getting the first hand

information, i.e. primary data, which has been required for the study by

the research.

61
 Chapter -4
Data analysis
and
interpretation

62
Gender: Count of Gender:
Female 29
Male 40
Transgender 1

Count of Gender:

1%
Female
42%
Male
57%
Transgender

63
Age Group: Count of Age Group:
18 to 25 52
25 to 40 13
40 to 55 4
Above 55 1

Count of Age Group:

1%
6% 18 to 25
19%
25 to 40
40 to 55
74% Above 55

64
Occupation: Count of Occupation:
Business 10
Business;Student 1
Farmer 1
Government employee 1
Private employee 6
Retired 2
Student 49

Count of Occupation:
Business
Business;Student
14%
2%
1% Farmer
1%
9% Government employee
3%
70% Private employee
Retired
Student

65
 Count of Family annual
Family annual income: income:
2,00,000 to 4,00,000 21
4,00,000 to 6,00,000 10
Above 6,00,000 23
Below 2,00,000 14
Below 2,00,000;4,00,000 to 6,00,000 1
Below 2,00,000;4,00,000 to 6,00,000;Above
6,00,000 1

Count of Family annual income:

2,00,000 to 4,00,000

4,00,000 to 6,00,000
1%
2%
20% 30% Above 6,00,000

Below 2,00,000

33% 14%
Below 2,00,000;4,00,000 to
6,00,000
Below 2,00,000;4,00,000 to
6,00,000;Above 6,00,000

66
 Count of Do you own any two wheeler
Do you own any two wheeler currently? currently?
No 3
Yes 67

Count of Do you own any two wheeler

currently?

4%

No
Yes

96%

67
Do you have Honda Activa? If no then jump Count of Do you have Honda Activa? If no
to Last question. then jump to Last question.
No 3
Yes 67

Count of Do you have Honda

Activa? If no then jump to Last
question.

4%
No
Yes
96%

68
 Count of Are you satisfied with Honda
Are you satisfied with Honda Activa? Activa?
No 5
Yes 65

Count of Are you satisfied with Honda

Activa?

7%

No
Yes

93%

69
 Count of How do you come to know about Hon
How do you come to know about Honda Activa? Activa?
Friends
Newspaper
Radio
Tv advertisment
Tv advertisment;Friends
Tv advertisment;Friends;Newspaper
Tv advertisment;Friends;Newspaper;Radio

Count of How do you come to know about

Honda Activa?
Friends

4%4% Newspaper
6% 26%

Radio
13%
44% 3% Tv advertisment

70
How will you rate the body style, design & look Count of How will you rate the body style, desig
of Honda Activa ? & look of Honda Activa ?
Cant say
Dissatisfied
Highly satisfied
Satisfied
Satisfied;Highly satisfied

Count of How will you rate the body style, design

& look of Honda Activa ?

3%6%
4% Cant say
Dissatisfied
24%
Highly satisfied
Satisfied
63%
Satisfied;Highly satisfied

71
Are you satisfied with the pickup and Count of Are you satisfied with the
performance of vehicle? pickup and performance of vehicle?
Maybe 13
No 9
Yes 47
Yes;Maybe 1

Count of Are you satisfied with the

pickup and performance of vehicle?

1%
19% Maybe
No
13%
Yes
67% Yes;Maybe

72
What do you think about the quality of Honda Count of What do you think about the quality of
Activa? Honda Activa?
Average
Better
Excellent 2
Good 3

Count of What do you think about the quality of

Honda Activa?

7%
7%
Average
Better
47%
Excellent
39% Good

73
Does the price of Honda Activa suits your Count of Does the price of Honda Activa suits
budget? your budget?
No 11
Yes 59

Count of Does the price of Honda Activa suits

your budget?

16%

No
Yes

84%

74
 On an average more than 73% people feel that the prices are

affordable whereas 12% do not agree, 74% believe that attractive

discounts are offered whereas 26% are not satisfied withthe discounts

offered. 20% said that the test drives are not offered and 15% said that

post sales follow ups are not done regularly whereas 85% said that they

were done regularly but people feel that it is the peoples car as it is

satisfactory on all other parameters: knowledgeable sales persons ,

employees spent enough time before and during sales, display of

merchandise is attractive, availability of product, variety of merchandize,

vehicle in good condition, prices are affordable, attractive discounts are

offered, dcor of the waiting area is pleasing, responds to complaints

quickly.

Honda Motors service station is excellent, careful with personal

information and is value for money . The overall opinion about HONDA

Motors is very good. 86% people agreed that the sales persons are

knowledgeable and 14% strongly disagreed that the sales persons are

knowledgeable. 64% people agreed that the sales persons spent enough

time with them before the sales and 36% strongly agreed with this. 62%

agreed that sales persons spent enough time with them during the sales,

while 34% strongly agreed that the sales persons spent enough time with

them during sales and only 4% disagreed with this. 60% agreed that the

sales persons spent enough time with them after sales, 26% strongly

75
agreed with this and 14% disagreed that the sales persons spent enough

time with them after sales. 94% agreed that the display of merchandize

was attractive and 6% strongly agreed that the display of merchandize

was attractive.

91% agreed that the availability of the product was there, 5%

strongly agreed that the availability was there while only 4% said they

disagreed with this. 87% agreed that there was variety/selection of

merchandize whereas 7% strongly agreed that enough variety was there

and 6% disagreed with this. 82% agreed that the vehicle was in good

condition when delivered, 16% strongly agreed with this whereas only

2% disagreed with this. 64% strongly agreed that the prices are

affordable, 21% agreed that the prices are affordable whereas only 15%

said that they neither disagreed nor agreed with this.

55% agreed that the discounts offered are attractive, 34% strongly

agreed with this while 11% disagreed and said that the discounts offered

were not attractive. 80%agreed that the dcor of the waiting area was

pleasing while 20% strongly agreed that the dcor of the waiting area was

pleasing 74% agreed that the test drive was offered to them, 6% strongly

agreed that the test drive was offered while 20% disagreed with this. 59%

agreed that the post sales follow ups are done regularly, 26% strongly

76
agreed and 15%disagreed with this. 4% agreed that the response to

complaints is quick, 18% strongly agreed, 12% neither agreed nor

disagreed and 6% disagreed with this.

82% said that the service at HONDA service station is excellent,

14% strongly agreed while only 4% disagreed with this. 85% agreed that

yes they were careful with personal information, strongly agreed with this

and 8% neither agreed nor disagreed. 94% strongly agreed that all the

ommitments were fulfilled and 6% agreed with this. 98% said yes that

they are aware about the Insurance Schemes of HONDA while only 2%

said that they were not aware.

77
BIBLIOGRAPHY

78
 BIBLIOGRAPHY

Books:

1. Principles of Marketing Management

By Philip Kotler.

2. Research Methodology

By C.R.Kothari.

Magazines:

1. Auto World.

2. Over drive.

3. Auto India.

News Papers:

1. Times of India.

2. Economic Times.

Web Sites:

www.honda2wheelersindia.com

www.activa.com

www.hondabick.com

79