c

c 

Customer Satisfaction is the buzzword used by the business people for the success of
organization in the present days. Due to the increases of heavy competition in every product ±
line it become difficult for the companies to retain the customers for longer time. So retain the
customer for longer time the marketer has to do only one things i.e. customer satisfaction .If
customer is fully satisfied by the product it not only rub the organization successfully but also
fetch many benefits for the company . They are less process sensitive and they remain customer
for a longer period. They buy addition products overtimes as the company introduce related
produce related products or improved, so customer satisfactions is gaining a lot of importance in
the present day. Every company is conducting survey on customer satisfaction level on their
products .To make the products up to the satisfaction level of customers.

This project is also done to know the customers satisfaction on the ³POST SALE SERVICES¶¶
on behalf of Honda Siel Car India Ltd.(HSCI). The impact of automobile industry on the rest of
the economy has been so pervasive and momentous that is characterized as second industrial. It
played a vital role in helping the nation to produce higher value good and services and in the
enhancing their skills and impose tremendous demand for automobile. The decrease in the
interest rate and easy available of cars loons from 2 to 3 years, lot of car manufacturers company
facing cut throat competition in the fields of technology and price, So to gain the market share it
is important for the institutes to satisfy its customers and to retain the reputation and its image.

p
 

 
  

p

The different strategies followed by HSCI consists of Customer relationship management,

strategy to providing better facility to the owner, and strategy to provide better after sales service
to customer.

p
 


  

CRM as a tool was used to create positive word-of-mouth, to monitor customer experiences and
generate referrals. A series of CRM activities were implemented with regular direct
communication, events and customer satisfaction surveys, Events, Festive offers, Rewards
Program, etc.
?

?
p !

The study has been under taken to analyze the customer satisfaction after sale
of cars of HSCI (G.Noida) in NCR with a special reference to the Honda Siel Car India Ltd,
the other objectives are:

‰? To gather information about customer satisfaction after sale in the geographic region of
NCR.

‰? To know the customer perception about features, low maintenance cost and looks of
Honda¶s models.

‰? To know the customer satisfaction about the safety and comfort provided by Honda cars.

‰? To provide suggestions, in improving the customer satisfaction and the company sales
and profitability

‰? To know the customer satisfaction towards the after sales service offers by HSCI.
"p  
!


 

A research process consists of stages or steps that guide the project from its conception through
the final analysis, recommendations and ultimate actions. The research process provides a
systematic, planned approach to the research project and ensures that all aspects of the research
project are consistent with each other.

Research studies evolve through a series of steps, each representing the answer to a key question.

# p#

This chapter aims to understand the research methodology establishing a framework of

evaluation and revaluation of primary and secondary research. The techniques and concepts used
during primary research in order to arrive at findings; which are also dealt with and lead to a
logical deduction towards the analysis and results.

"p 
#

I propose to first conduct a intensive secondary research to understand the full impact and
implication of the industry, to review and critique the industry norms and reports, on which
certain issues shall be selected, which I feel remain unanswered or liable to change, this shall be
further taken up in the next stage of exploratory research. This stage shall help me to restrict and
select only the important question and issue, which inhabit growth and segmentation in the
industry.

The various tasks that I have undertaken in the research design process are :

å? Defining the information need

å? Design the exploratory, descriptive and causal research.
Ê
ÊÊ



The research process has four distinct yet interrelated steps for research analysis

It has a logical and hierarchical ordering:

? Determination of information research problem.

? Development of appropriate research design.
? Execution of research design.
? Communication of results.

Each step is viewed as a separate process that includes a combination of task , step and specific
procedure. The steps undertake are logical, objective, systematic, reliable, valid, impersonal and
ongoing.

 Ê
ÊÊ
Ê

The method I used for exploratory research was :

? Primary Data
? Secondary data


Ê Ê


New data gathered to help solve the problem at hand. As compared to secondary data which is
previously gathered data. An example is information gathered by a questionnaire. Qualitative or
quantitative data that are newly collected in the course of research, Consists of original
information that comes from people and includes information gathered from surveys, focus
groups, independent observations and test results. Data gathered by the researcher in the act of
conducting research. This is contrasted to secondary data, which entails the use of data gathered
by someone other than the researcher information that is obtained directly from first-hand
sources by means of surveys, observation or experimentation.


   

$

 $
% 



$
  
&


p# "! ""

Information that already exists somewhere, having been collected for another purpose. Sources
include census reports, trade publications, and subscription services. There are two types of
secondary data: internal and external secondary data. Information compiled inside or outside the
organization for some purpose other than the current investigation Researching information,
which has already been published? Market information compiled for purposes other than the
current research effort; it can be internal data, such as existing sales-tracking information, or it
can be research conducted by someone else, such as a market research company or the U.S.
government.

  
   



$'
 $




My proposal is to first conduct a intensive secondary research to understand the full impact and
implication of the industry, to review and critique the industry norms and reports, on which
certain issues shall be selected, which I feel remain unanswered or liable to change, this shall be
further taken up in the next stage of exploratory research. 

""p p#

Data collection took place with the help of filling of questionnaires. The questionnaire method
has come to the more widely used and economical means of data collection. The common factor
in all varieties of the questionnaire method is this reliance on verbal responses to questions,
written or oral. I found it essential to make sure the questionnaire was easy to read and
understand to all spectrums of people in the sample. It was also important as researcher to
respect the samples time and energy hence the questionnaire was designed in such a way, that its
administration would not exceed 4-5 mins. These questionnaires were personally administered.

The first hand information was collected by making the people fill the questionnaires. The
primary data collected by directly interacting with the people. The respondents were contacted at
shopping malls, markets, places that were near to showrooms of the consumer durable products
etc. The data was collected by interacting with 200 respondents who filled the questionnaires
and gave me the required necessary information. The respondents consisted of housewives,
students, businessmen, professionals etc. the required information was collected by directly
interacting with these respondents.
" (

I have targeted 150 people in the age group above 21 years for the purpose of the research. The
target population influences the sample size.The target population represents the Delhi regions.
The people were from different professional backgrounds.

The details of our sample are explained in chapter named primary research where the divisions
are explained in demographics section.

# !

 )


There is interviewer bias in the questionnaire method. Open-ended questions can be biased by
the interviewer¶s views or probing, as interviewers are guiding the respondent while the
questionnaire is being filled out. The attitudes the interviewer revels to the respondent during the
interview can greatly affect their level of interest and willingness to answer openly. As
interviewers, probing and clarifications maximize respondent understanding and yield complete
answers, these advantages are offset by the problems of prestige seeking, social desirability and
courtesy biases.

* 




The questionnaire designing has to careful so that only required data is concisely reveled and
there is no redundant data generated. The questions have to be worded carefully so that the
questions are not loaded and does not lead to a bias in the respondents mind.


  

The respondents selected to be interviewed were not always available and willing to co operate
also in most cases the respondents were found to not have the knowledge, opinion, attitudes or
facts required additionally uninformed response errors and response styles also led to survey
error.


 


âe have taken the sample size of 150, which cannot determine the buying behavior of the total
population. The sample has been drawn from only National Capital Region.


 

 
 
 


‰? The scope of study is limited to the respondents are selected from in and around NCR.
.
‰? The project is carried out for the period of 40 days only.

‰? Measurement of customer satisfaction is complex subjects, which uses non-objectives

method, which is not reliable.

‰? The sample unit was also 150 respondents.

‰? However, HSCI showrooms are located in other places i.e. locally and even in the
neighboring states. Only opinion of respondents of NCR was consider for finding out the
opinions of respondents.
?
‰?
? ? 
? ? 
?  ? ? ? 
? ? ? 
 ? 
? ?

?????
??

?
‰? 
?
? ?
 ? ??

? ?
?

 ????
?

??
?  

?
 p"#! 

??????????????

?
?Honda Siel Cars India Ltd., (HSCI) was incorporated in December 1995 as a joint venture
between Honda Motor Co. Ltd., Japan and Siel Limited, a Siddharth Shriram Group company,
with a commitment to providing Honda¶s latest passenger car models and technologies, to the
Indian customers. The total investment made by the company in India till date is Rs 1620 crores
in greater Noida plant and Rs 784 crores in Tapukara plant.

HSCI¶s first state-of-the-art manufacturing unit was set up at Greater Noida, U.P in 1997.
The green-field project is spread across 150 acres of land (over 6,00,000 sq. m.). The
annual capacity of this facility is 100,000 units. The company¶s second manufacturing
facility is in Tapukara, Rajasthan. This facility is spread over 600 acres and will have an
initial production capacity of 60,000 units per annum, with an investment of about Rs
1,000 crore. The first phase of this facility was inaugurated in September 2008.

The company¶s product range includes Honda Jazz, Honda City, Honda Civic and Honda
Accord which are produced at the Greater Noida facility with an indigenization level of
77%, 76%, 74% and 28% respectively. The CR-V is imported from Japan as Completely
Built Units. Honda¶s models are strongly associated with advanced design and
technology, apart from its established qualities of durability, reliability and fuel-
efficiency.
"$   p +   
The history of the Honda Motor Company began with the vision of one man - Soichiro
Honda. His dream was personal mobility for everyone.



  Founder, Honda Motor Co.

Soichiro Honda founded the Honda Motor Company in 1948. In the same
year, he designed and engineered the first product of this company - a 50 cc motorised
bike on a bicycle frame - in his small shed at Hamamatsu.


p  



,

Challenging the Limits' is a phrase commonly heard across the length and breadth of
Honda. It was made popular by its founder, Soichiro Honda, who knew that his fledgling
company had to out-think and out-perform its competitors every step of the way in order
to survive. After all, he started out at a time when his country was devastated by war.
  -

$ 


 ,

Soichiro's vision was international in character. His desire was to lead the world in
technology, and make a significant contribution to the creation of a better society. As a
result, most of the products that Honda developed started out by making a difference.
âhether it was the CVCC engine in the sixties or the solar powered car of the nineties,
they all sought to challenge and overcome conventional wisdom.

Fulfilling the global needs of personal mobility in the new automotive society - go hand
in hand with the corporate philosophy: maintaining a global viewpoint, they are dedicated
to supplying products of the highest efficiency and quality at a reasonable price for
worldwide customer satisfaction.

In India,it is through HSCI that customers can enjoy the benefits of Honda's expertise.
Soichiro's vision was international in character.His desire was to lead the world in
technology, and make a significant contribution to the creation of a better society.As a
result, most of the products that Honda developed started out by making a difference.
Honda is a global company with a global viewpoint and a four-region global strategy that
is reflected in a solid commitment to local markets and economies.

However, the most enduring challenge has been to satisfy the ever-changing needs
of their customers. This is the essential spirit of Honda.

The Company's vision is "To be a Company that the Society would want to Exist".It
strongly believes in Co-existence and Co-evolution, wherever it operates.
 
,
   ..
Honda Jazz is the company¶s first offering in the premium compact car segment. The
Jazz is a segment-defining car that has won accolades and adoration all over the world.
âidely acclaimed for its dynamic styling, spacious interiors, versatile utility and
remarkable performance, the Honda Jazz brings added fun and excitement to the driving
experience.

The Jazz¶s dynamic performance is achieved by a newly developed four-cylinder 1.2-liter i-

VTEC engine, featuring Programmed Fuel Injection that delivers maximum output of 90 PS (66
kâ) @ 6,200 rpm and Torque of 110 Nm (11.2 kg-m) @ 4800 rpm while giving impressive fuel
economy of 16.1 km/l, as per ARAI test data. Safety of passengers and pedestrians is a top
priority for Honda and all safety equipment is standard across all variants. The Jazz practicality
has been enhanced with three-mode ³Magic Seat´ configuration to achieve multiple seating and
cargo-carrying configurations for long or tall objects in addition to the standard five-passenger
mode.
The Honda Jazz is available in three variants - Honda Jazz, Jazz Select and Jazz X.

The Honda Jazz X looks sporty with the new blue black interiors and this sporty look is further
accentuated with the addition of Alloy wheels. In line with the preferences of the customers, the
audio system of the new Jazz now comes equipped with a USB port.

The Honda Jazz X additionally features a Rear Parcel Shelf for added customer convenience &
safety of the luggage and Front & Rear mud guards. It also includes Fog lamps for enhanced
styling and better visibility and Driver seat height adjuster for a comfortable and smooth drive.
  p

Honda's all-new Third Generation Honda City was launched in September 2008. It comes
with a completely new design, new engine, spacious cabin and equipped with various
active and passive safety features. The company has also launched the 1.5 V MT & AT
version of the City in September 2009. The new Honda City is available as SMT, VMT
and VAT. Additionally, all the variants is available in 2 attractive types ± Elegance and
Inspire.

The all new Honda City achieved milestone sales with 50,000 units sold within one year
of its launch. Since its launch in the country in 1998, Honda City has been a best seller in
the premium car segment.

The all new Honda City has bagged several awards including 3 Car of the Year and the
prestigious ICOTY (Indian Car of the Year) 2009. The model made a clean sweep in the
viewers¶ choice category winning all 3 awards announced by NDTV Car India & Bike
India Awards, UTVi Autocar Awards and CNBC TV 18 Overdrive Awards. These
awards truly exemplify the experts¶ as well as the customers¶ admiration and trust in the
product.
‰? Honda Civic
# "pp
The Civic is Honda¶s largest selling model globally and is now sold in approximately 160
nations and regions worldwide. Honda Civic was launched in India in July 2006 which
became a runaway success and was also awarded the ³Indian Car of the Year´ in 2007.

The new Civic was launched in September 2009 with more aggressive and sportier look.
The new V grade Civic juxtaposes Honda¶s advanced technology with striking design.
The new Curved 5 Point Metallic Front Grille and restyled Front Sporty Bumper add to a
pulsating and aggressive appeal of the car. The introduction of stylized Dark Smokey
Headlights & Crystalline Octagonal Tail Lights enhances the contemporary look of the
car. New Civic is available in 3 variants ± SMT, VMT & VAT.
  "
The Honda Accord was first introduced in India in year 2003. HSCI launched the 8th
generation Honda Accord in India in May 2008. The Honda Accord is available in 2.4L
engine.

The 2.4L comes in three types in both Automatic and Manual transmission í Accord 2.4,
Accord 2.4 Elegance and Accord 2.4 Inspire. The All-new Accord comes with 5-speed
Manual Transmission and 5-speed Automatic transmission with Paddle shift, to give the
exhilarating experience of F-1 racing. The AT now has Shift Holding System which
avoids unnecessary gear shifting on winding roads and helps in hassle free drive.

The Honda Accord V6 3.5-liter comes with Electric Sunroof and additional luxury
features for enhanced exterior styling. The 3.5L i-VTEC engine features an advanced
Variable Cylinder Management (VCM) system that switches between six-, four-, and
three-cylinder combustion depending on the driving conditions and thereby delivering
maximum power of 275 PS during six cylinder operation and impressive fuel economy in
VCM mode while cruising.

The new 8th generation Honda Accord has also won the UTVi Autocar Best Luxury Car
award in 2009.
Honda CR-V
The Honda CR-V is sold as a Completely Built Unit (CBU) import and is available on
confirmed order basis for the customers. The Honda CR-V was first introduced in India
in July 2003. It went on to become the segment leader since its launch winning several
awards for itself. The all new 3rd generation CR-V was introduced in India in November
2006 which offered its customers a distinctive combination of µthe comfort of a sedan
with the thrills of a SUV¶. Honda CR-V was adjudged the µSUV of the Year¶ by NDTV
Profit Car & Bike and Overdrive and also won the µBest Driver¶s Car¶ award by CNBC
TV-18 Autocar Auto Awards in 2007.

Honda launched a refreshed version of the 3rd generation CR-V in November 2009.The
new Honda CR-V offers its customers a distinctive combination of refined styling and
high quality. The Honda CR-V is available in 2.0 L - MT 2âD and 2.4L MT /AT Real-
time 4âD.
  
 


$ 
 #',

Honda Siel Cars India has a strong sales and distribution network spread across the
country. The network includes 120 facilities in 71 cities. HSCI dealerships are based on
the ³3S Facility´ (Sales, Service, Spares) format, offering complete range of services to
its customers which is based on the '1 dealer per 1000 cars¶ formula.

?
?
?
?
?
?
?
?
ð
?
?
Ä




 c
  c

?
???
???
????
??


Ä



  

 c


 
??
? ?
??
??
??
?
  

 c


 
?
??
??
?
?
??
? ?! 

?

?
Ä
?



 

  c
cÄ
 


c

   c
 Ä


  

?"
# ? 
???$
?%
 ?&''(??
?
? ?)*+???
??&''(#??



 c
  c


???
???
?

,???
???
?
+ #?

???
???

?
?

 
  



?
+ #?

???
???

  


???
??

! 


???
???-?
??
???
???-?
??


 

?
+ #?

???
???
?. ?$
?!+?

?
Ä
 Ä"

? ?!+?
?&''(? ?!+?/0 
?!?!+ 1?2?'(?

Ä
 

"
# ? 
???
$
?%
 ?&''(?

?&''(?. ?3%??/0 

?!?!+ 1??'(??
?*4??3%??? *? ? ?

?5?6'7?

?
Ä
 



 

  c
cÄ
  

?"8 ?&''9?
?"
# ? 
???

  ?&''(? ?
???
???*.? ?4:?!?!?!+ 5?6'9?
?
+6 ?

??
???*.? ?4:?!?!?!+ 5?6'9?
???
???*$ ?;
??"
??.
?"
?!+ ?6'9? ?
?%
???
???*$ ?;
??"
??.
?"
?!+ ?6'9?
?!
?$
??
???*$ ?;
??"
??.
?"
?!+ ?6'9? ?
?*.?
+ 6?

?. ???
???*$ ?;
??"
??.
?"
?!+ ?6'9? ?
?
+ ?

?!+??8 
?!+ 5?6'9?
?$
?!+??8 
?!+ 5?6'9?
?<?!+?&''9??.?
?!+ 5?6'9?

Ä
 

?. ?$
6 ???*.? ?4:?!?!?!+ 5?6'9?
?0??
???*$ ?;
??"
??.
?"
?!+ ?6'9?
?0??
???8 
?!+ 5?6'9?
?*?4?;
?0?? *? ? ?

?5?6'7