“A STUDY ON CUSTOMER SATISFACTION TOWARDS

HERO- HONDA IN COIMBATORE CITY”

PROJECT REPORT

Submitted by
K.G. TAMILARASI
[Reg.No:09207009]

Under the guidance of

Mr.A.S.NAVEENKUMAR. MCA., M.Phil(CS)., M.Com., M.Phil(COM).

In partial fulfillment of the requirements for the award of advanced Diploma in

Sales Promotion Management
Master of Science (Finance and Computer Applications)

`
DEPARTMENT OF FINANCE AND COMPUTER APPLICATIONS
S.N.R SONS COLLEGE
(AUTONOMOUS)
(Re-accredited with four star status by NAAC)
An ISO 9001:2000 Certified institution
Coimbatore-641006
MARCH 2010
 DEPARTMENT OF FINANCE AND COMPUTER APPLICATIONS
S.N.R SONS COLLEGE
(AUTONOMOUS)
(Affiliated to Bharathiar University)
(Re-accredited with four star status by NAAC)
An ISO 9001:2000 Certified institution
Coimbatore-641006

CERTIFICATE
This is to certify that this project work entitled “A STUDY ON CUSTOMER
SATISFACTION TOWARDS HERO- HONDA IN COIMBATORE CITY” submitted in
partial fulfillment of the requirements for the award of advance diploma in sales
promotion management as a part of the degree of Master of Science (Finance and
Computer Applications) is a record of original work done by
K.G.TAMILARASI(Reg.no:09207009) under my supervision and guidance.

………………………… …………………………
Faculty guide Head of the Department

Submitted for the viva voce examination held on …………………….

…………………………. …………………………
Internal Examiner External Examiner
 DECLARATION

I hereby declare that the project work entitled “A STUDY ON CUSTOMER

SATISFACTION TOWARDS HERO- HONDA IN COIMBATORE CITY” is submitted
in partial fulfillment of the requirements for the award of ADVANCED DIPLAMO IN
SALES PROMOTION MANAGEMENT as a part of the degree of Master of
Science(Finance and Computer Applications) is an original work done by me and this
project work has not formed the basis for the award of any degree/Diploma/fellowship/
associate ship similar title to any candidate of any university.

Place:

Date:

Signature of the Candidate

(K.G.TAMILARASI)
 ACKNOWLEDGEMENT

At the outset I express my gratitude to our beloved Managing Trustee Sevarathna

Dr.R.VENKATESALU to having me an opportunity to be a part of SNR Sons College
and undertake this project.

It’s my pleasure to thank my honorable Principal and Secretary

Dr.V.SENGODAN, M.Sc., Ph.D. who has being the source of strength and aspiration
during my course of study.

I am extremely thankful to Dr.R.SRINIVASAN, M.Com., M.Phil., Ph.D., Head

of the Department, M.Sc(Finance and Computer Applications) for having permitted me
to do this project and for his kind co-operation throughout the project period.

I take immense pleasure in expressing my sincere thanks to my project guide

Mr.A.S.NAVEENKUMAR. MCA., M.Phil (CS)., M.Com., M.Phil(COM). Whose
systematic approach to problem solving has contributed immensely to the realization of
this project, his extraordinary patience, guidance offered are unquantifiable in nature for
which I am very grateful.

I also sincerely thank my faculty members in my institution who have given

valuable suggestion and support to complete this project.
 CONTENTS

S.NO TITLE PG.NO

LIST OF TABLES
LIST OF CHARTS

I INTRODUCTION

1.1 INTRODUCTION TO THE STUDY

1.2 OBJECTIVES OF THE STUDY
1.3 SCOPE OF THE STUDY
1.4 LIMITATIONS OF THE STUDY
1.5 RESEARCH METHODOLOGY

II DETERMINANTS OF THE STUDY

III DATA ANALYSIS

3.1 PERCENTAGE ANALYSIS

IV FINDINGS AND SUGGESTIONS

4.1 FINDINGS
4.2 SUGGESTIONS

V CONCLUSION
5.1 CONCLUSION

BIBLIOGRAPHY
APPENDIX-QUESTIONNAIRE
 LIST OF TABLE
S.NO TITLE PG.NO.
1 AGE OF THE RESPONDENTS
2 GENDER OF THE RESPONDENTS
3 OCCUPATION OF RESPONDENTS
4 MONTHLY INCOME OF THE RESPONDENTS
5 DRIVING EXPERIENCE OF THE RESPONDENTS
6 NUMBER OF MEMBERS IN THE FAMILY
7 TYPE OF VEHICLE USED BEFORE
8 NAME OF THE VEHICLE USED BEFORE
9 SATISFACTION OF THE RESPONDENTS TOWARDS THE
PREVIOUS VEHICLE
10 BRAND NAME OF THE VEHICLE USED BEFORE
11 PREFERENCE OF VEHICLE USED BEFORE
12 DURATION OF VEHICLE USAGE
13 RESPONDENTS PREFERENCE TOWARDS HERO HONDA
14 SOURCE OF INFORMATION
15 FACTOR INTENDED TO BUY THE VEHICLE
16 GOODWILL OF THE HERO HONDA
17 RESPONDENTS OPININO ABOUT HERO HONDA
ADVERTISEMENTS
18 THE MEDIA OF ADVERTISEMENT
19 RESPONDENTS IMPRESSION ABOUT HERO HONDA
ADVERTISEMENT
20 ADVERTISEMENT FACTORS INFLUENCED THE
RESPONDENTS
21 RELATION BETWEEN ADVERTISEMENT AND CUSTOMER
PURCHASE
 LIST OF CHARTS
S.NO TITLE PG.NO.
1 AGE OF THE RESPONDENTS
2 GENDER OF THE RESPONDENTS
3 OCCUPATION OF RESPONDENTS
4 MONTHLY INCOME OF THE RESPONDENTS
5 DRIVING EXPERIENCE OF THE RESPONDENTS
6 NUMBER OF MEMBERS IN THE FAMILY
7 TYPE OF VEHICLE USED BEFORE
8 NAME OF THE VEHICLE USED BEFORE
9 SATISFACTION OF THE RESPONDENTS TOWARDS THE
PREVIOUS VEHICLE
10 BRAND NAME OF THE VEHICLE USED BEFORE
11 PREFERENCE OF VEHICLE USED BEFORE
12 DURATION OF VEHICLE USAGE
13 RESPONDENTS PREFERENCE TOWARDS HERO HONDA
14 SOURCE OF INFORMATION
15 FACTOR INTENDED TO BUY THE VEHICLE
16 GOODWILL OF THE HERO HONDA
17 RESPONDENTS OPININO ABOUT HERO HONDA
ADVERTISEMENTS
18 THE MEDIA OF ADVERTISEMENT
19 RESPONDENTS IMPRESSION ABOUT HERO HONDA
ADVERTISEMENT
20 ADVERTISEMENT FACTORS INFLUENCED THE
RESPONDENTS
21 RELATION BETWEEN ADVERTISEMENT AND CUSTOMER
PURCHASE

1.1 INTRODUCTION TO HERO HONDA

 Hero Honda Motors Limited, based in Delhi, India, is the world's third
largest manufacturer of motorcycles after Honda and Yamaha. Hero Honda is a joint venture that
began in 1984 between the Hero Group of India and Honda of Japan. It has been the world's
biggest manufacturer of 2-wheeled motorized vehicles since 2001, when it produced 1.3 million
motorbikes in a single year.

Hero Honda's Splendor is the world's largest selling motorcycle. Its 2

plants are in Dharuhera and Gurgaon, both in India. Third plant at Haridwar, Uttaranchal has also
started production by April, 2008. It will have production facilities such as Lean Manufacturing
concept, more flexible lines & stream line material flow, within & proximity (planning to set
vendors in nearby locations constituting HHML Park) to achieve just-in-time manufacturing. It
specializes in dual use motorcycles that are low powered but very fuel efficient.

“Hero” is the brand name used by the Munjal brothers in the year 1956 with
the flagship company Hero Cycles. The joint venture between India's Hero Group and Honda
Motor Company, they are related to Jagdish Lal Munjal

During the 80s, Hero Honda became the first company in India to prove
that it was possible to drive a vehicle without polluting the roads. The company introduced new
generation motorcycles that set industry benchmarks for fuel thrift and low emission. A
legendary 'Fill it - Shut it - Forget it' campaign captured the imagination of commuters across
India, and Hero Honda sold millions of bikes purely on the commitment of increased mileage

Hero Honda has consistently grown at double digits since inception; and
today, every second motorcycle sold in the country is a Hero Honda. Every 30 seconds, someone
in India buys Hero Honda's top -selling motorcycle - Splendor.

Hero Honda bikes currently roll out from two globally benchmarked
manufacturing facilities based at Dharuhera and Gurgaon in Haryana. These plants together are
capable of churning out 3.9 million bikes per year. A third state of the art manufacturing facility
at Hardwar in Uttranchal will soon be commissioned to cope with sustained customer demand.
 Hero Honda's extensive sales and service network now spans over 3000
customer touch points. These comprise a mix of dealerships, service and spare points, spare parts
stockists and authorized representatives of dealers located across different geographies.

Hero Honda values its relationship with customers. Its unique CRM
initiative - Hero Honda Passport Program, one of the largest programs of this kind in the world,
has over 3 million members on its roster. The program has not only helped Hero Honda
understand its customers and deliver value at different price points, but has also created a loyal
community of brand ambassadors.
 A BRIEF HISTORY OF HERO HONDA

Hero Honda is world’s third largest two wheeler maker. India has the largest number
of two wheelers in the world with 41.6 million vehicles. India has a mix of 30 percent
automobiles and 70 percent two wheelers in the country. India was the second largest two
wheeler manufacturer in the world starting in the 1950’s with the birth of Automobile Products
of India (API) that manufactured scooters. API manufactured the Lambrettas but, another
company, Bajaj Auto Ltd. surpassed API and remained through the turn of the century from its
association with Piaggio of Italy (manufacturer of Vespa scooters).

The below chart shows the golden years in the history of HERO HONDA :-

1985 CD-100
1989 SLEEK
1991 CD-100 SS
1994 Splendor
1997 Street
1999 CBZ
2001 PASSION
2002 DAWN, AMBITION
CD-DAWN, SPLENDOR +, PASSION +,
2003
KARIZMA
SUPER-SPLENDOR, CD-DELUX,
GLAMOUR, ACHIEVER ,PLEASURE ,
2005-2009
HUNK

Over the years, the Company has received its share of accolades, including
the National Productivity Council's Award ( 1990-91), and the Economic Times - Harvard
Business School Association of India Award, against 200 contenders. The gross sales of Hero
Honda by March end'2008 was 33,371,43 Crores.

The company is committed to provide the customer with excellence. A rich

background of producing high value products at reasonable prices led the world's largest
manufacturer of motorcycles to collaborate with the world's largest bicycle manufacturer. During
80s, Hero Honda became the first company in India to prove that it was possible to drive a
vehicle without polluting the roads.

The 2006 Forbes 200 Most Respected companies list has Hero Honda Motors
ranked at 108.Hero Honda experienced great growth throughout its early days. The Munjal
family started a modest business of bicycle components. By 2002 Hero Group had sold 86
million bicycles producing 16000 bicycles a day.

Today Hero Honda has an assembly line of nine different models of

motorcycles available. It holds the record for most popular bike in the world by sales for Its
Splendor model. Hero Honda Motors Limited was established in joint venture with Honda
Motors of Japan in 1984, to manufacture motorcycles. It is currently the largest producer of Two
Wheelers in the world. It sold 3 million bikes in the year 2005-2006. Recently it has also entered
in scooter manufacturing, with its model PLEASURE mainly aimed at girls. HUNK is the latest
offering from the HHML stable.

A rich background of manufacturing high value, reasonably priced products;

an uncompromising pursuit of the goals to attain quality along with customer satisfaction; the
resulting affinity in working cultures - brought the world's largest manufacturer of motorcycles
in collaboration with the world's largest bicycle manufacturer, bringing forth a market leader.
Honda Motor Company of Japan and the Hero Group entered a joint venture to setup Hero
Honda Motors Limited in 1984

The Market Leader:

Today Hero Honda has managed to achieve indigenization of over 95 percent, a Honda record
worldwide. Hero Honda is at present the largest-selling Indian motorcycle and the most fuel-
efficient in its category - the outcome of Hero Group's foresight and another classic example of
how the Group strives to provide the customer with excellence and satisfaction

Hero Honda became the first company in the country to introduce four-
stroke motorcycles and set the standards for fuel efficiency, pollution control and quality. It has
an excellent distribution and service network spread throughout the country. Hero Honda is the
market leader in motorcycles, with sales of over 2 million motorcycles and a strong market share
of 48% during 2003-04.

Customer-centric:

The Company's success has been driven by customer centric policies and teamwork to achieve
progress and productivity. The philosophy of Hero Honda emphasizes the "Pursuit of
Excellence" in designing and manufacturing technologically and qualitatively superior products
and in creating economic value for its stakeholders. It takes care of its customers through value
based competitive pricing and good after sales service.
Competitive pricing and good after sale service:

Excellent marketing, finance and loan services, an efficient dealer network,

tactical promotion comprising of fuel conservation campaigns, mobile workshops, safety driving
courses and others, all placed Hero Honda in a league distinct from the conventional. The
Company focuses on providing "Value for Money" through its pricing strategies and after sales
services

Product Range and New Models:

The Company's product range includes "Splendor" which is the largest selling
motorcycle brand in the world with over 1.86 million vehicles sold in 2003-04. A cumulative
over 9 million customers are the real foundation of the company's strength. Its volumes have
been growing at a strong pace of 40% p.a. over the last five years.

The Company launched a new 100 cc model "Passion" in January 2001. The
motorcycle is focused on style and contemporary design, compared to the Company's earlier
motorcycles that were focused on utility and/or style. "Passion" has received an excellent
response from the market and has established itself well, with sales reaching a level of 19000
units in March 2001, within just three months of its launch.
 In April 2001, another 100 cc model "Joy" was launched successfully. Its
focus is on better styling and improved riding comfort. CD–Dawn Passion+, Super Splendor ,
Achiever, Glamour , Karishma , Hunk ,pleasure was launched during the last 7 years.

Hero Honda motorcycles are reputed for low maintenance and high fuel
efficiency. Hero Honda motorbikes, including around 13 current varieties with names like Hero
Honda Splendor, Hero Honda Glamour, and Hero Honda CBZ X Treme, and one scooter, the
Hero Honda Pleasure, are quite popular with the Indian two wheeler consumers. Hero Honda
markets two wheelers for the middle-class ranging from Hero Honda two wheelers at around Rs.
37,000 to Rs. 83,000. Hero Honda two wheeler varieties include Bikes from Hero Honda

Bikes from Hero-Honda:

• Hero Honda CD-Dawn

• Hero Honda CD-100
• Hero Honda CD-100 SS
• Hero Honda CD-Deluxe
• Hero Honda Splendor
• Hero Honda Splendor Plus
• Hero Honda Splendor NXG
• Hero Honda Super Splendor
• Hero Honda Passion
• Hero Honda Passion Plus
• Hero Honda Passion Pro
• Hero Honda Glamour
• Hero Honda Glamour PGM FI
• Hero Honda Achiever
• Hero Honda CBZ
• Hero Honda CBZ X Treme
• Hero Honda Hunk
• Hero Honda Karizma
• Hero Honda Karizma R
• Hero Honda Pleasure
• Hero Honda Activa

Hero Honda Motor Cycles:

Hero Honda CD-dawn (97.20 cc)

Hero Honda CD Dawn is a beginner's bike well tested on Indian roads and proven in city
conditions. Hero Honda CD Dawn is a no-nonsense bike that's all about price and utility.

Hero Honda CD-Deluxe (97.20 cc)

Hero Honda CD Deluxe is a good beginner's bike and convenient for city conditions. Hero
Honda CD Deluxe sales have grown by 23 per cent between January-September 2007, within
which time the industry actually declined by 14 per cent in the entry segment.

Hero Honda Splendor Plus (97.20 cc)

Hero Honda Splendor Plus is one of the largest selling bikes in India. It sports several
improvements over the old splendor.

Hero Honda Splendor NXG (97.20 cc)

The Hero Honda Splendor NXG is a new age bike in Hero Honda's 100 cc stable. Stunning
looks, economic performance, and a multitude of features backed by Hero Honda's reliable
support network, makes this a good choice for the city commuter.

Hero Honda Passion Plus (97.20 cc)

The Hero Honda Passion Plus is a bike meant for the executive city commuter. This improved
version of the Hero Honda Passion comes with several improvements over its earlier versions
and gives an easy ride and easy handling.

Hero Honda Super Splendor (124.70 cc)

Hero Honda Super Splendor is not a bike to race with, but one you can depend on to get you to
your destination and back in the city safely and economically.

Hero Honda Glamour (125 cc)

The new Hero Honda Glamour looks all the better with enhanced graphics and other details and
continues to sell to the discerning.

Hero Honda Achiever

The Hero Honda Achiever has made a comeback in a new 2007 avatar with definite
improvements over its 2006 model.

Hero Honda CBZ Xtreme

The Hero Honda CBZ Xtreme has little in common with its earlier version the Hero Honda CBZ
except a similar headlamp.

Hero Honda Karizma

The Hero Honda Karizma may be the most modern bikes presently on Indian roads today.

Hero Honda Pleasure (102 cc)

The Hero Honda Pleasure has made its name in the scooterette's market, being fitted with
features meant specifically for the modern woman
1.2 OBJECTIVES OF THE STUDY:

PRIMARY OBJECTIVE:

The basic objective of the project is to identify the customer satisfaction towards
Hero-Honda.

SECONDARY OBJECTIVES:

• To identify the varieties of two wheelers availability under Hero Honda.

• To collect details about the two wheelers under Hero Honda brand.
• Testing the level of customer satisfaction towards each bike.
• To identify the fast moving bikes under this brand.
• To identify the reason for the customer preference.
• To study the customer awareness towards the product.

1.3 SCOPE OF THE STUDY:

• The marketing concept is consumer oriented and the emphasis is more on the
consumer.

• The essence of marketing lies in building profile along with creating meaningful
value satisfaction for the customer.

• The set of products and production programmers marketing success of an

enterprise depends on its ability to create community of satisfied.
1.4 LIMITATION OF THE STUDY:

• This study is limited for a specific time period

• This study is limited to the sale of the Hero-Honda with in the Coimbatore city
• The observation and conclusion presented in this report is based on the responses
received from the respondents
• Due to customer confidence, the study could not be made in brief.
1.5 METHODOLOGY OF STUDY:

When we talk of research methodology we not only talk of the research methods but also
consider the logic behind the methods we use in the context of our research study and explain
why we are using others so that research results are capable of being evaluated either by the
researcher himself or by others.

RESEARCH DESIGN:
Decisions regarding what, where, when, how much, by what means concerning an
inquiry or a research study constitute a research design. The present study is descriptive in
nature, which does not afford any basis for estimating. It is non-probability sampling method.

SAMPLE SIZE:
Determination of the sample size is the most ticklish question in a research. This is
because if the sample is too small, it may not serve to achieve the objectives and if the sample is
too large it may lead to huge cost and waste of resource.
The present study has been conducted at Coimbatore District in Tamilnadu, A
representative sample of 100 was selected and questionnaire was distributed to them.
PRIMARY DATA:

Primary Data are those which are collected afresh and for the first time, and thus
happens to be original in character.
This study is essentially based on the primary data collected from 150 respondents
who actually experienced driving the vehicle. Hence “first hand information” provides the actual
satisfaction or atleast vital clues to assess about the level of satisfaction and behavior of
customers towards Hero- Honda.

SECONDARY DATA:

Secondary Data are those which have already been collected by someone else and
which have already been passed through the statistical process. Secondary data is the information
that has been gathered by some other context that is already available. The secondary sources
were collected from the websites and personal data.

STATISTICAL TOOLS USED:

The data collected through questionnaire were classified and tabulated .percentage
analysis were the methods used to present data from the statistical point of view.
PERCENTAGE ANALYSIS:
Percentage refers to a special kind of ratio .percentages are used making
comparison between two or more series of data. Percentages are used to describe relationship.
Percentages can also be used to compare the relative terms, the distribution of two or more series
of data.

Formula for simple percentage analysis

= No of respondents for the particular factor X 100
Total number of respondents
2 .DETERMINANTS OF THE STUDY

CONSUMER BEHAVIOUR:

Consumer behavior is the study of how people buy, what they buy and why they buy.
It studies characteristics of individual consumers such as demographics, psychographics and
behavioral variables in an attempt to understand people’s wants.

In general there are three ways of analyzing consumer buying decisions. They are
Economic models – these models are quantitative and are based on the assumptions of rationality
and perfect knowledge. The consumer is seen to maximize their utility.
Psychological models – these models concentrate on psychological and cognitive
processes such as motivation and need reduction. They are qualitative rather than quantitative
and built on sociological factors like cultural influences and family influences.
Consumer behavioral models – these are practical models used by marketers. They
typically blend both economic and psychological models.
CUSTOMER SATISFACTION:
Customer satisfaction is the measure of how products and services supplied by a

company meet or surpass customer expectation. Customer satisfaction is an ambiguous and

abstract concept and the actual manifestation of the state of satisfaction will vary from person to

person and product/service to product/service. The state of satisfaction depends on a number of

both psychological and physical variables which correlate with satisfaction behaviors such as

return and recommend rate. The level of satisfaction can also vary depending on other options

the customer may have and other products against which the customer can compare the

organization's products.

In a competitive marketplace where businesses compete for customers, customer

satisfaction is seen as a key differentiator and increasingly has become a key element of business

strategy.
 PERCENTAGE ANALYSIS
TABLE – 1

TABLE SHOWING THE AGE OF THE RESPONDENTS

AGE OF THE
S.NO NO OF RESPONDENTS PERCENTAGE
RESPONDENTS

1 Below 20 17 17%

2 20 – 35 57 57%

3 35 – 50 15 15%

4 50 & Above 11 11%

TOTAL 100 100%

INTERPRETATION:

The above table shows that 17% of the respondents belong to the age group of
Below 20, 57 % of the respondents belong to the age group of 20 – 35, 15 % of the respondents
belong to the age group of 35 – 50 and 11 % of the respondents belong to the age group of 50 &
above. It is thus concluded that the majority of the respondents are from the age group of 20-35.
 CHART-1
CHART SHOWING THE AGE OF THE RESPONDENT

11% 17%

BELOW20
15%
20-35

35-50

ABOVE 50

57%
 TABLE-2
TABLE SHOWING GENDER OF THE RESPONDENTS

PERCENTAGE
SEX NO OF RESPONDENTS

Male 73 73%

Female
26 27%

TOTAL 100 100%

INTERPRETATION:
The above table shows that 73% of the respondents are male and 27% of the
respondents are female. It is thus concluded that the majority of the respondents are male.
 CHART-2
CHART SHOWING GENDER OF THE RESPONDENTS:

27%

MALE

FEMALE

73%
 TABLE-3
TABLE SHOWING OCCUPATION OF RESPONDENT
S.NO OCCUPATION OF NO. OF PERCENTAGE
THE RESPONDENTS
RESPONDENT
1 Student 32 32%

2 Business 37 37%

3 Agriculture 7 7%

4 Others 24 24%

TOTAL 100 100%

INTERPRETATION:

The table shows that 32% of the respondents are students, 37 % of the
respondents are businessmen, 7% of the respondents are agriculturists and 24 % belong to the
other sectors or any private enterprises. It is thus concluded that the majority of the respondents
occupation is business.
 CHART-3
CHART SHOWING OCCUPATION OF RESPONDENT:
37%
7%
STUDENT

BUSINESS

AGRICULTURE
24%
OTHERS

32%
 TABLE-4
TABLE SHOWING MONTHLY INCOME OF THE PERSON

S. No Income level (Rs) No. of respondents Percentage

1. 5000-10000 18 18%

2. 10000-15000 13 13%

3. 15000-20000 42 42%

4. Above 20000 27 27%

TOTAL 100 100%

INTERPRETATION:

This table shows that 18 % of the respondents earn 5000-10000, 13% of the
respondents earn between 10000 and 15000, 42% respondents earn between 15000 and 20000
and 27 % of the respondents earn more than 20000.It is thus concluded that the majority of the
respondents are from the income group 15000-20000.
 CHART-4
CHART SHOWING MONTHLY IN COME OF THE RESPONDENTS

18% Rs.5000-10000
27%
Rs.10000-15000
13%
Rs.15000-20000

ABOVE
42% Rs.20000
 TABLE-5
TABLE SHOWING DRIVING EXPERIENCE OF THE RESPONDENTS

S. No Experience No. of respondents Percentage

1. Below 5 years 32 32%

2. 5-10 years 38 38%

3. 11-15 year 17 17%

4. Above 15 years 13 13%

TOTAL 100 100%

INTERPRETATION:

The above table shows that 32% of the respondents have below 5 years of experience,
38% of the respondents have 5-10 years of experience, 17% of the respondents have 11 to 15
years of experience in driving, and 13% of the respondents have above 15 years of experience in
driving. It is thus concluded that the majority of the respondents have 5-10 years of experience.
 CHART-5
CHART SHOWING DRIVING EXPERIENCE OF THE RESPONDENTS:

13%

32% BELOW 5 YEARS

17% 5-10 YEARS

11-15 YEARS

ABOVE 15 YEARS

38%
 TABLE-6
TABLE SHOWING NUMBER OF MEMBERS IN THE FAMILY:
S. No No. of members No. of respondents Percentage

1. Below 3 members 62 62%

2. 4-6 members 24 24%

3. 6 and above 14 14%

members
TOTAL 100 100%

INTERPRETATION:
The above table shows that 62% of the respondents have below 3 members in their
family, 24% of the respondents have 4-6 members in their family and 14% of the respondents
have above six members in their family. It is thus concluded that the majority of the respondents
have below 3 members in their family.
 CHART-6
CHART SHOWING NUMBER OF MEMBERS IN THE FAMILY

14%
BELOW 3
MEMBERS

4 TO 6
24% MEMBERS

62% ABOVE 6
MEMBERS
 TABLE-7
TABLE SHOWING THE TYPE OF PREVIOUS VEHICLE USED
S .No. Previous vehicle No. of Percentage
used respondents
1. Two wheeler 72 72%

2. Four wheeler 15 15%

3. Others 13 13%

TOTAL 100 100%

INTERPRETATION:
The above table shows that 72% of the respondents used two-wheelers, 15% of the
respondents used four-wheelers and 13% of the respondents used other vehicles. Thus , it is
concluded that the majority of the respondents had previously used two -wheelers.
 CHART-7
CHART SHOWING THE TYPE OF PREVIOUS VEHICLE USED

13%

TWO
WHEELER
15%
FOUR
WHEELER

OTHERS
72%
 TABLE-8
CHART SHOWING NAME OF THE VEHICLE USED BEFORE:
S.NO NAME OF THE NO OF PERCENTAGE
BIKES RESPONDENTS

1 TVS 25 25%

2 YAMAHA 10 10%

3 HONDA 15 15%

4 BAJAJ 24 24%

5 SUZUKI 12 12%

6 OTHERS 14 14%

TOTAL 100 100%

INTERPRETATION:
The above table shows that 25% of the respondents used TVS,10% of the respondents
used yamaha , 15% of the respondents use Honda, 24% of the respondents used bajaj, 12% of
the respondents use suzuki , 14% of the respondents use others. It is thus concluded that the
majority of the respondents used TVS.
 CHART-8
CHART SHOWING NAME OF THE VEHICLE USED BEFORE:

TVS
14%
25%
12% YAMAHA

HONDA

10% BAJAJ
24% 15% SUZUKI

OTHERS
 TABLE-9
TABLE SHOWING SATISFACTION OF THE RESPONDENTS
TOWARDS PREVIOUS VEHICLE
FACTOR NO OF RESPONDENTS PERCENTAGE

YES 35 35%

NO 65 65%

TOTAL 100 100%

INTERPRETATION:

The above table shows that 35% of the respondents were satisfied with the previous
vehicle and 65 % of the respondents were not satisfied with the previous vehicle. It is thus
concluded that the majority of the respondents were not satisfied with the previous vehicle.
 CHART-9
CHART SHOWING SATISFACTION OF THE RESPONDENTS
TOWARDS THE PREVIOUS VEHICLE

65%

YES

NO

35%
 TABLE-10
TABLE SHOWING THE BRAND NAME OF THE VEHICLE USED
BEFORE

S. NO BRAND NAME NO OF RESPONDENTS PERCENTAGE

1 TVS 34 34%

2 BAJAJ 19 19%

3 HERO HONDA 25 25%

4 SUZUKI 10 10%

5 OTHERS 12 12%

TOTAL 100 100%

INTERPRETATION:

The above table shows that, 34% of the respondents used Tvs brand before, 19% of
the respondents used Bajaj brand before, 25% of the respondents used Hero Honda brand
before,10% of the respondent used Suzuki brand before, and 12% of the respondents used other
brands. It is thus concluded that the majority of the respondents used TVS brand before.
 CHART-10

CHART SHOWING THE BRAND NAME OF THE VEHICLE USED

BEFORE

12%
34% TVS

10% BAJAJ

HERO HONDA

SUZUKI

OTHERS
19%
25%
 TABLE-11
TABLE SHOWING THE FACTOR TO PREFER VEHICLE USED
BEFORE
S. NO FACTOR NO OF PERCENTAGE
RESPONDENTS

1 Maintenance 11 11%

2 Mileage 30 30%

3 Economy 41 41%

4 Brand Image 18 18%

TOTAL 100 100%

INTERPRETATION:
This table shows that 11% of the respondents like the previously used bikes due to the
maintenance factor, 30%of the respondents like the previously used bikes due to the mileage,
41% of the respondents like the previously used bikes due to the economy and 18% of the
respondents like the previously used bikes due to the brand image. It is thus concluded that the
majority of the respondents like the previously used bikes due to the economy.
 CHART-11
CHART SHOWING THE FACTOR TO PREFER VEHICLE USED
BEFORE

18% 11%

MAINTENANCE

MILEAGE

ECONOMY
30%
BRAND IMAGE

41%
 TABLE-12
TABLE SHOWING THE DURATION OF VEHICLE USAGE
S.NO USAGE NO OF PERCENTAGE
RESPONDENTS

1 BELOW 2YEARS 29 29%

2 2-5 YEARS 45 45%

3 ABOVE 5 YEARS 26 26%

TOTAL 100 100%

INTERPRETATION:
29% of the respondents have been using the vehicle below2 years, 45% of the respondents have been

using the vehicle 2-5 years and 26% have been using the vehicle above 5 years. It is thus concluded that the

majority of the respondents use the vehicle for 2-5 years.

 CHART-12
CHART SHOWING THE DURATION OF VEHICLE USAGE:

26%
BELOW 2
YEARS
29%

2-5 YEARS

ABOVE 5
YEARS
45%
 TABLE-13
TABLE SHOWING RESPONDENTS PREFERENCE IN
HERO-HONDA

S.NO BIKES NO OF PERCENTAGE

RESPONDENTS
1 SPLENDOR PLUS 23 23%

2 PASSION PRO 18 18%

3 GLAMOUR 15 15%

4 SUPER SPLENDOR 10 10%

5 CBZ X TREME 9 9%

6 PLEASURE 7 7%

7 KARIZMA 13 13%

8 HUNK 5 5%

TOTAL 100 100%

INTERPRETATION:

The above table shows that 23% of the respondents have chosen Splendor +, 18%
have chosen Passion pro, 15% have chosen Glamour, 10% have chosen Super Splendor, 9%
have chosen CBXZ X TREME, 7% have chosen Pleasure, 13% have chosen Karizma and 5%
have chosen Hunk. It is thus concluded that the majority of the respondents chosen Splendor +.
 CHART-13

CHART SHOWING RESPONDENTS PREFERENCE TOWARDS

HERO-HONDA

SPLENDOR +

PASSION PRO
13% 5% 23%
GLAMOUR
7%
SUPER
SPLENDOR
CBZ XTRM

9% 18%
PLEASURE
10% 15% KARIZMA

HUNK
 TABLE-14
TABLE SHOWING SOURCE OF INFORMATION ABOUT THE
PRODUCT
S. NO SOURCE OF NO OF RESPONDENTS PERCENTAGE
INFORMATION
1 TELEVISION 36 36%

2 NEWSPAPER 17 17%
AND
MAGAZINE
3 FRIENDS 39 39%

4 RELATIVES 8 8%

TOTAL 100 100%

INTERPRETATION:

This table shows that 36% of the respondents have got the information from television,
17% of the respondents have known it from the newspaper and magazine, 39% of the
respondents have known it from their friends and 8% of the respondents have known it from
their relatives. It is thus concluded that the majority of the respondents got information from
friends.
 CHART-14
CHART SHOWING SOURCE OF INFORMATION ABOUT THE
PRODUCT

8%

TELEVISION
36%
NEWSPAPER AND
MAGAZINE

39% FRIENDS

RELATIVES

17%
 TABLE-15
TABLE SHOWING WHAT FACTOR INTENDED YOU TO BUY THE
PRODUCT
S.NO FACTOR NO OF RESPONDENTS PERCENTAGE

1 BRAND NAME 32 32%

2 PRICE 17 17%

3 COLOUR 14 14%

4 MILEAGE 37 37%

TOTAL 100 100%

INTERPRETATION:
The above table shows that 32% of the respondents brought the product
due to the brand name, 17% of the respondents due to the price, 14% of the respondents brought
the product due to the colors and 37% of the respondents bought the product due to the mileage.
It is thus concluded that the majority of the respondents bought the product due to the mileage.
 CHART-15
CHART SHOWING WHAT FACTOR INTENDED YOU TO BUY THE
PRODUCT

BRAND
32% NAME
37% PRICE

COLOUR

MILEAGE

17%
14%
 TABLE-16

TABLE SHOWING GOODWILL OF THE COMPANY

S. NO FACTOR NO OF RESPONDENTS PERCENTAGE

1 VERY GOOD 51 51%

2 GOOD 30 30%

3 BETTER 10 10%

4 WORST 9 9%

TOTAL 100 100%

INTERPRETATION:

The above table shows that 51% of the respondents have told that the goodwill of
the company is very good , 30% of the respondents have told that it is good and 10% of the
respondents have told that the goodwill of the company is better and 9% of the respondents have
told that its worst. It is thus concluded that the majority of the respondents have told that the
goodwill of the company is very good.
 CHART-16
CHART SHOWING GOODWILL OF THE COMPANY

10% 9%
VERY GOOD

GOOD

51% BETTER
30% WORST
 TABLE-17
TABLE SHOWING THE RESPONDENTS OPINION ABOUT HERO-HONDA
ADVERTISEMENT:

NO OF RESPONDENTS PERCENTAGE

YES 70 70%

NO 30 30%

TOTAL 100 100%

INTERPRETATION:
The above table shows that 70% of the respondents watch the Hero-Honda advertisement
and 30% of the respondents do not watch Hero-Honda advertisement. It is thus concluded that
the majority of the respondents watch Hero Honda advertisements.
 CHART-17
CHART SHOWING RESPONDENTS OPINION ABOUT HERO-HONDA
ADVERTISEMENT:

30%

YES

NO

70%
 TABLE-18
TABLE SHOWING THE MEDIA OF ADVERTISING:
SNO FACTOR NO OF PERCENTAGE
RESPONDENTS
1 Television 70 70%

2 Newspaper 15 15%

3 Magazine 10 10%

4 Others 5 5%

TOTAL 100 100%

INTERPRETATION:
The above table shows that, 70% of the respondents view television media of
advertising, 15% of the respondents view newspaper media of advertising, 10%of the
respondents view magazine media of advertising and 5 % of the respondents view other forms of
medias. It is thus concluded that the majority of the respondents view television media of
advertisement.
 CHART-18
CHART SHOWING MEDIAS OF ADVERTISING:

5%
10%
TELEVISION

NEWSPAPER

MAGAZINE
15% 70% OTHERS
 TABLE-19
TABLE SHOWING RESPONDENTS IMPRESSION ABOUT
ADVERTISEMENT
RESPONDENTS
NO OF RESPONDENTS PECENTAGE
OPINION
YES 54 54%

NO 46 46%

TOTAL 100 100%

INTERPRETATION:
The above table shows that 54% of the respondents were impressed by the
advertisement and 46% of the respondents were not impressed by the advertisement. It is thus
concluded that the majority of the respondents were impressed by the advertisement.
 CHART-19
CHART SHOWING RESPONDENTS IMPRESSION ABOUT
ADVERTISEMENT

46%
YES

54% NO
 TABLE-20
TABLE SHOWING ADVERTISING FACTORS INFLUENCED THE
RESPONDENTS
S.NO FACTOR NO OF PERCENTAGE
RESPONDENTS

1 INNOVATION 13 13%

2 CELEBRITY 30 30%

3 DETAILS GIVEN ABOUT THE 10 10%

PRODUCT

4 WAY OF PRESENTATION 47 47%

TOTAL 100 100%

INTERPRETATION:
The above table shows that 13% of the respondents have told that it’s the innovation that
attracted them, 30% of the respondents have told that its because of the celebrity, 10% of the
respondents have told the details given about the product and 47% of the respondents have told
that it is because of the way of presentation. it is thus concluded that the majority of the
respondents influenced by the way of presentation.
 CHART-20
CHART SHOWING ADVERTISING FACTORS INFLUENCED THE
RESPONDENTS

10%
INNOVATION

CELEBRITY
47%
DETAILS GIVEN ABOUT THE
30% PRODUCT

WAY OF PRESENTATION

13%
 TABLE-21
TABLE SHOWING RELATION BETWEEN ADVERTISEMENT AND
CUSTOMER BUYING THE PRODUCT
RESPONDENTS
NO OF RESPONDENTS PECENTAGE
OPINION
YES 86 57.33%

NO 64 42.67%

TOTAL 150 100

INTERPRETATION:
The above table shows that 57.33% of the respondents have purchased the product only
because of advertisement and 42.67% of the respondents were not impressed by the
advertisement. It is thus concluded that the majority of the respondents
have purchased the product only because of advertisement.
 CHART-21
CHART SHOWING RELATION BETWEEN ADVERTISEMENT AND
CUSTOMER BUYING THE PRODUCT

42.67%

YES

NO

57.33%
 4.1 Findings

Majority of the respondents are male.

Majority of the respondents come under the age group of 20-35.

Majority of the respondents are private employees.

Majority of the respondents have a monthly income of 10000 – 15000 rupees.

Majority of the respondents have 5 – 10 years of experience in driving.

Majority of the respondents have below 3 members in their family.

Majority of the respondents prefer two- wheeler for their travel.

Majority of the respondents were not satisfied by their previous vehicle.

Majority of the respondents used TVS XL before.

Majority of the respondents had used their previous vehicle for 2 years.

Majority of the respondents came to know about Hero- Honda from their friends.

Majority of the respondents prefer Hero- Honda bikes for mileage.

Majority of the respondents have rated the goodwill of Hero-Honda as very good.

Majority of the respondents watch the hero- Honda advertisement.

Majority of the respondents prefer television as the best media of advertising.

Majority of the respondents say that the advertisement made them buy the product.

Majority of the respondents say that the way of presentation of the advertisement

impressed them a lot.

Majority of the respondents have chosen SPLENDOR- PLUS as the fast moving bike in

hero-Honda.
Majority of the respondents have told that their previous vehicle was not comfortable and

did not give good mileage, where as hero- Honda two – wheelers are comfortable and

gives good mileage.

Majority of the respondents have told that the Hero-Honda two-wheelers are economic.

It was also found out that the vehicle is also easy to maintain.

Many other respondents have told that Hero- Honda vehicles are more stylish than other

company 2- wheelers.

Most of the Businessmen prefer Hero- Honda as it is easy to go for long- distances also.

Most of the respondents have chosen Hero-Honda because, it is maintenance free.

Majority of the respondents have purchased Hero-Honda for the company’s Brand name.

Most of the respondents have been highly influenced by their friends to buy Hero-

Honda bikes.
 4.2 SUGGESTIONS

♦ The retailer can give advertisements to improve their awareness among the people in all

the localities.

♦ They can give more offers to retain their customers.

♦ They can improve their customer service.

♦ They can take more steps to solve the problem of their customers and try to solve it

immediately.

♦ They can release more colors in order to satisfy the customer’s needs.

♦ More models with latest styles can be introduced.

♦ Few more vehicles can be introduced to the female community.

♦ The price of the spare parts can be even more less.

♦ They can try to give guidance to the customers on how to maintain their 2-wheelers.
 5.1 CONCLUSION

Hero- Honda is a recognized brand of two- wheelers in India. This study was made in the

district of Coimbatore. This shows several findings and suggestions based on the factors

influenced the customers to shift to Hero-Honda.

This study after an in-depth analysis of a variety of factors it reveals that the following

factors have to improve to capture even higher markets.

 BIBLIOGRAPHY

BOOKS:

C.R.Kothari “Research Methodology” New age International (p) limited, 2004 edition.

MAGAZINE:

• Indian Journal of Marketing Vol.XXXIXX No.28 February 2010

• Advertising Express Nov 2008 the ICFAI University Press.

INTERNET:

• www.herohonda.com

• http://en.wikipedia.org/wiki/herohonda.html

• http://www.infibeam.com/bikes/make/herohonda.htm

• http://www.herogroup.com/honda.htm

• http://www.premjis.com/herohonda/index.htm

• http://auto.indiamart.com/herohonda

• www.google.com
 CUSTOMER SATISFACTION TOWARDS HERO-HONDA (BIKES) IN
COIMBATORE DISTRICT

QUESTIONNAIRE

NAME OF THE RESPONDENT: ……………………….

1. Age of the respondent

a) Below 20Years b) 20-35 Years
c) 35-50 Years d) 50 and Above Years

2. Gender of the respondents

a) Male b) Female

3. Occupation of the respondent

a) Student b) Business
c) Agriculture d) Others

4. Monthly income of the respondents

a) Rs.5000-Rs.10000 b) Rs.10000-Rs.15000
c) Rs.15000-Rs.20000 d) Above Rs.20000

5. Experience in driving
a) Below 5 years b) 5- 10 years
c) 10- 15 years d) above 15 years

6. No of members in the family

a) Below 3 members b) 4-6 Members c) Above 6 members

7. What type of vehicle you were using before?

a) Two-wheeler b) Four-wheeler c) Others

8. Please choose the vehicle you are using at present.

a) TVS b) YAMAHA c) HONDA
d) BAJAJ e) SUZUKI f) OTHERS

9) Whether your satisfied with the vehicle?

a) Yes b) no

10) If no, please specify the reason.

………………………………………………………………………………..
11) If you are using two-wheeler please choose its brand.
a) TVS b) BAJAJ
c) HONDA d) SUZUKI
e) Others

12) Why do you like the vehicle?

a) Maintenance b) Mileage
c) Economy d) Brand image

13) How long you have been using the vehicle?

a) Below 2 years b) 2-5 years c) Above 5 years

14) Why did you shift to Hero- Honda?

………………………………………………………………

15) What bike do you prefer in hero- Honda?

a) SPLENDOR PLUS b) PASSION PRO c) GLAMOUR
d) SUPER SPLENDOR e) CBZ X TREME f) PLEASURE
g) KARIZMA h) HUNK

16) Reason for preferring that particular bike?

……………………………………………………………………….

17) From where did you come to know about the product?
a) Television b) Newspaper, magazine
c) Friends d) Relatives

18) What intended you to buy the product?

a) Brand name b) Price
c) Colors d) Mileage
 19) Please rate your preferences towards Hero- Honda.

BASIS HIGH SATISFIE NEUTR HIGHLY DISSATISFIED

S.NO LY D AL SATISFI
SATI ED
SFIE
D
1 COLOUR
2 MILEAGE
3 SERVICE
4 PRICE
5 OFFERS
6 VARIETIES
7 QUALITY

8 AVAILABILIT
Y OF SPARE
PARTS
9 PRICE OF
THE SPARE
PARTS
10 SPEED

20) How do you think is the Goodwill of the company?

a) Very good b) Good
c) Better d) Worst

21) Are you watching the Hero Honda advertisement?

a) Yes b) No

22) If yes, in while media?

a) Television b) Newspaper
c) Magazine d) Others

23) Did the advertisement impress you?

a) Yes b) No

24) If yes, what impressed you?

a) Innovation b) Celebrity
c) Details given about the product d) Way of presentation

25) Did the advertisement make you buy the product?

a) Yes b) No

26) Your idea about Hero - Honda?

…………………………………………………………………