CUSTOMER SATISFACTION TOWARDS HONDA ACTIVA WITH SPECIAL REFERENCE TO POLLACHI TALUK N

CUSTOMER SATISFACTION TOWARDS HONDA ACTIVA WITH SPECIAL REFERENCE TO POLLACHI TALUK N.BHUVANESH KUMAR 1 D. KAVITHA 2 1Research Guide, Assistant Professor, PG Department of International Business NGM College, Pollachi. 2Research student, PG Department of International Business, NGM College, Pollachi. ABSTRACT The paper brings out the customer satisfaction towards Honda activa. Honda was the eighth largest automobile manufacturer in the world. The Honda activa was the first stand-alone two wheeler from the world’s leading manufacturer of internal combustion engines to make a telling impact in the Indian motorcycle market. A questionnaire has been designed to collect the data from the respondents. The present study was undertaken with an aim of to analyze the personal profile of consumers in Honda activa. To identify factors influencing consumers to Honda activa. To study effect of advertisement on the purchase decision of the consumers. Convenient sampling design has been used. Percentage analysis, chi-square test, weighted average rank method and Friedman tool have been used to analyze the data. This study was carried out by verifying many articles. The main theme of the study is consumer perception in Honda activa. The study had found the consumer perception towards and Honda activa. Key words Two wheelers, Brand selection, consumer perception INTRODUCTION Honda has been the world’s largest motorcycle manufacturer since 1959, as well as the world’s largest manufacturer of internal combustion engines measured by volume, producing more than 14 million internal combustion engines each year. In 2001, Honda becomes the second largest Japanese automobile manufacturer. Honda was the eighth largest automobile manufacturer in the world. The Honda activa was the first stand-alone two wheeler from the world’s leading manufacturer of internal combustion engines to make a telling impact in the Indian motorcycle market. The Honda activa was styled keeping in mind not only the ladies but also a large number of gentlemen who it be opting for it. Thus downed the first unisex aromatic scooter that was above a 100cc.The best part of this Honda offering was however the ergonomics and the handling. The engine is mounted exactly mid-way for perfect weight balance. STATEMENT OF THE PROBLEM There are many type of two wheelers and they are playing an essential role in fulfilling the needs of customer now a days the customer are more dynamic. Their needs and preference can be changing as per current scenario. The development of the two wheeler mainly depends on the customer satisfaction. The following questions may arise regarding customer satisfaction. What factor affects the two wheeler purchasing? What factor influences the customers? To find the solution to these questions the study has been carried out. www.icmrr.org 1 [email protected] INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW ISSN:2321-0346 – ONLINE ISSN:2347-1670 – PRINT -IMPACT FACTOR :0.882 VOLUME 3, ISSUE 2, FEBRUARY 2015 WWW.ICMRR.ORG SCOPE OF THE STUDY The scope of the study reveals the consumers brand preference of two wheelers. It confined with special reference to Coimbatore district. The vital purpose of the study has been conducted to identify the consumers evaluate their preferences and find out the factors in which it decides the buying decision, and to analyze the satisfaction level of Honda activa brands of two wheelers. The study creates a ground for future research in the similar field and would similar inferences that could be analyzed. OBJECTIVE To analyze the personal profile of consumers in Honda activa. To investigate the major factor that has the maximum impact on consumer perception. To study effect of advertisement on the purchase decision of the consumers. To study the level of perception of consumers towards Honda activa. RESEARCH METHODOLOGY The present study focuses on the perception of consumers on Honda activa. It also makes an attempt to examine to what extend consumers are making use of two wheelers. In order to execute the study, data have been collected from a select sample and appropriate statistical tools are employed take out the information contained in the data so collected. The source of the data is primary data. The tool used in the study is simple percentage, chi-square, and weighted average and Friedman tool. RESEARCH DESIGN The design chosen is descriptive research design. It includes surveys and facts findings enquiries of different kinds SAMPLING SIZE Adopting convenience sampling technique, 89 respondents were chosen among the population of Honda activa users in pollachi taluk. LIMITATIONS OF THE STUDY o The people are not willing to speak out openly. o The sample size of the study is inly to 120 peoples. o This study is fully based on the customer attitude and it may be change. o Some of the respondents were non co-operative. o This study report reflects only to Coimbatore, it cannot be generalized. REVIEW OF LITERATURE 1.Humera Banu (2012) two wheeler riding patterns, perception and aggressive riding behaviour among college youth. The main objective of the study to study the awareness of collage youth. Information was collected from a sample size of respondents in college students. The studies are chisquare tests. the sample (60%) reported riding at least a few days every week. Typical speed in the city was reported by these riders to be 48 kms per hour while maximum speed in the city was approximately 70 kms an hour and the average speed in high way was approximately 80 kms per hour. Finally the concluded that this is one of the first few studies that provides the data on perceptions of two-wheelers riding India youth. www.icmrr.org 2 [email protected] INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW ISSN:2321-0346 – ONLINE ISSN:2347-1670 – PRINT -IMPACT FACTOR :0.882 VOLUME 3, ISSUE 2, FEBRUARY 2015 WWW.ICMRR.ORG 2. Faiz Ahmed Shaikh (2011) a critical analysis of consumers buying behaviour two wheelers (observations pertinent to ahmednagar city, Maharashtra. The main objective of the study focus on identify the most preferred two wheeler manufacturing companies, In two wheeler marketing, relationship with consumers is very important and their cannot be good relationship with consumers is very important and their cannot be good relationship unless we understand customer preference well. Information was collected from a sample size of 200 respondents. The toll used in the study is just below 80% of the total two wheelers market in India which is dominated by Hero Honda with a market share of 59%. Scooter segment market share is about 18% which is lead again by Honda motorcycle and scooter India Pvt. Ltd., with a market share of 43%. 5. 3. mrs.Mahalakshmi, (2013) Customer satisfaction on two wheelers a special reference with TVS XL in theni district. The main objective of the study to know the profile of the respondents in the study area. In the primary data collected 204 respondents. The study had found that out of 204 sample respondents86 responds belong to the age of 20-30years. Out of 240 sample respondents, 96 responds are up to SSLC and only 10 respondents are professional degree. Finally the collected that to conclude that two wheelers brands are taken necessary promotional activities to increase their demand by introducing new models. In olden days the people used only the bicycle and rarely used the two wheelers. But now a days and everyone have the two satisfactions with their services. 4.Chandrasekaran Kathiravan (2010) the competitive implication of consume evaluation of brand image, product attributes, and perceived quality in comparative two-wheelers markets of India. The main objective of the study to test empirically consumes brand evolution brand image, brand attitude and quality perception, to investigation the impact of brand image and the attribute on brand preference. The tools used in the study are chi-square test and percentage analysis in the primary data collected 200 respondents. The study had found that the result of the initial estimation of the CFA was show a well-fitting model. Form the output of KMO and Bartlett’s Test it was absolutely clear to the researcher that sample taken were absolutely accurate and sampling accuracy was 0.839, which was fast greater than 0.6. 5. Anuj (2011), Analyzing the state of competition in India two wheelers industry. The main theme of the study wills customer love to be with wheeler. The information on a foresaid factors will help manufacturer determine its manufacturing and marketing strategies for sustaining and growth of the business. The study had found that the automobile industry in India in one of the largest in the world and one of the fastest growing globally. Finally they conclude that report divides two wheelers industry in segments on the basics of price and scooters have been treated as separate segment. www.icmrr.org 3 [email protected] INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW ISSN:2321-0346 – ONLINE ISSN:2347-1670 – PRINT -IMPACT FACTOR :0.882 VOLUME 3, ISSUE 2, FEBRUARY 2015 WWW.ICMRR.ORG I.PERCENTAGE ANALYSIS TABLE NO 1 SOCIO ECONOMIC PROFILE OF CONSUMERS IN HONDA ACTIVA S.NO DETERMINANTS NO OF THE RESPONDENTS N =89 PERCENTAGE% 1 AGE Below 20 24 27 20-30 40 45 31-40 17 19 41-50 5 6 Above 51 3 3 2 GENDER Male 35 39 Female 54 61 3 OCCUPATION Business 14 16 Professional 12 13 Employee 21 24 Employer 6 7 Student 31 35 Others 5 6 4 MARITUL STATUS Married 30 34 Un married 59 66 5 TYPE OF FAMILY Joint 36 40 Nuclear 53 60 6 SIZE OF FAMILY Below 3 12 13 3 to 5 49 55 5 to 7 23 26 Above 7 5 6 7 MONTHLY INCOME Less than 10,000 18 20 10,001-20,000 34 38 20,001-30,000 19 21 30,001-40,000 8 9 Above 40,000 10 11 8 PLACE OF RESIDENCE Urban 23 26 Semi urban 36 40 Rural 30 34 9 QUALIFICATION School 16 18 UG 24 27 PG 23 26 Professional 26 30 www.icmrr.org 4 [email protected] INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW ISSN:2321-0346 – ONLINE ISSN:2347-1670 – PRINT -IMPACT FACTOR :0.882 VOLUME 3, ISSUE 2, FEBRUARY 2015 WWW.ICMRR.ORG INTERPRETATION The socio economic profile of the consumers in Honda activa conveys that out of 89 consumers maximum 40 (45%) consumers are from the age group of 21-30years It shows that maximum adult consumers are using Honda activa. In gender maximum 54(61%) consumers are female It shows that maximum female consumers of Honda activa. In occupation maximum 31 (35%) consumers are students It shows maximum students are using Honda activa. In marital status maximum 59 (66%) respondents are unmarried. It shows maximum unmarried persons using Honda activa. In type of the family Maximum 53 (60%) consumers are nuclear family It shows maximum nuclear family are using Honda activa. In size of the family maximum 49 (55%) consumers are said 3-5 members in the family. It shows that maximum 3-5 members using Honda activa in the family. In monthly income Maximum 34(38%) consumers are monthly earn with Rs.10001-20000 it shows that maximum 10001-20000 earn are using Honda activa. In place of residence maximum 36(40%) consumers are living in semi urban area It shows that maximum urban area peoples are using Honda activa. In educational qualification maximum 24(27%) consumers are under graduate holders it shows that maximum UG graduates are using Honda activa. II.CHI SQUARE TABLE NO 2 HO There is no significant relationship between opinion about advertisement and age. OPINION ABOUT ADVERTISEMENT AGE Excellent Good Fair Poor Very poor TOTAL STATISTICAL INFERENCES Below 20 10 9 3 1 1 24 DF=16 20-31 12 22 6 0 0 40 CV= 22.693548 31-40 8 5 3 1 0 17 TV 41-50 1 3 1 0 0 5 1% level = 23.5 Above 51 0 1 1 1 0 3 5% level = 26.3 TOTAL 31 40 14 3 1 89 SOURCE Primary data Note DF= Degrees of freedom CV = Calculated value TV = Table value 1% level = one percent level of significance 5% level = five percent level of significance The calculated value (22.693548) is less than the table value (23.5) and (26.3) so null hypothesis is accepted. Hence there is a no significant relationship between advertisement and age of Honda activa. www.icmrr.org 5 [email protected] INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW ISSN:2321-0346 – ONLINE ISSN:2347-1670 – PRINT -IMPACT FACTOR :0.882 VOLUME 3, ISSUE 2, FEBRUARY 2015 WWW.ICMRR.ORG TABLE NO 3 HO There is no significant relationship between opinion about service and gender. OPINION ABOUT SERVICE GENDER Excellent Good Fair Poor Very poor TOTAL STATISTICAL INFERENCES Male 12 20 2 1 0 35 DF=4 CV= 3.632446 TV= 1% level = 7.78 5% level = 9.49 Female 14 32 8 0 0 54 TOTAL 26 52 10 1 0 89 SOURCE Primary data Note DF= Degrees of freedom CV = Calculated value TV = Table value 1% level = one percent level of significance 5% level = five percent level of significance The calculated value (3.632446) is greater than the table value (7.78) and (9.49) so null hypothesis is accepted. Hence there is a no significant relationship between service and gender of Honda activa. III. WHEIGHTED AVERAGE RANK TABLE NO 4 RANKING METHOD FACTORS 1 WS 2 WS 3 WS 4 WS 5 WS TWS RANK Price 37 185 12 48 13 39 9 18 18 18 308 I Style 14 70 15 60 29 87 21 42 10 10 269 II Colour 7 35 20 80 25 75 21 42 16 16 248 IV Mileage 17 85 21 84 10 30 24 48 17 17 264 III Comfortable 14 70 21 84 12 36 14 28 28 28 246 V NOTE a. 1= 1st rank given by respondents, 2= 2nd rank given by respondents, 3= 3rd rank given by respondents, 4= 4th given by the respondents, 5=5th rank given by respondents. b. First rank was given a score of 5, second rank a score of 4, third rank a score of 3, fourth rank a score of 2 and fifth ranks a score of 1. c. WS denotes weighted scores. d. Ranking was done on the basis of Total Weighted Score (TWS). To find out the attitude of customers towards the brand of Honda activa. The respondents were given five factors Honda activa and were asked to rank them in order of priority. The details www.icmrr.org 6 [email protected] INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW ISSN:2321-0346 – ONLINE ISSN:2347-1670 – PRINT -IMPACT FACTOR :0.882 VOLUME 3, ISSUE 2, FEBRUARY 2015 WWW.ICMRR.ORG regarding data collected are shown in above table. The table shows the respondents feel that price is most preferred were as comfortable is the least preferred in Honda activa. IV. FREDMAN TOOL TABLE NO 5 FRIEDMAN ANALYSIS S.NO FACTORS MEAN 1 Different colour 1.61 2 Reduce price 1.86 3 Improve stylish 2.28 4 Increase cylinder capacity 2.71 Source Computed From the above table, the mean value of Different colour is 1.61, Reduce price is 1.86, Improve stylish is 2.28 and Increase cylinder capacity is 2.71 in Honda activa. It is found through Friedman analysis that Increase cylinder capacity is the major factor that added in Honda activa. FINDINGS PERCENTAGE ANALYSIS The following conveys about the findings from the 120 respondents profile.? Maximum (45%) of the respondents are from the age group of 21-30years it shows that? maximum adult consumers are using Honda activa. Maximum (61%) of the respondents are female it shows that maximum female consumers of? Honda activa. Maximum (35%) of the respondents are students it shows maximum students are using Honda? activa. Maximum (66%) of the respondents are unmarried. it shows maximum unmarried persons? using Honda activa. Maximum (60%) of the respondents are nuclear family it shows maximum nuclear family are? using Honda activa. Maximum (55%) of the respondents are said 3-5 members in the family. It shows that? maximum 3-5 members using Honda activa in the family. Maximum (38%) of the respondents are monthly earn with Rs.10001-20000 it shows that? maximum 10001-20000 earn are using Honda activa. Maximum (40%) of the respondents are living in semi urban area It shows that maximum? urban area peoples are using Honda activa. Maximum (27%) of the respondents are under graduate holders it shows that maximum UG? graduates are using Honda activa. CHI SQUARE o There is a no significant relationship between advertisement and age of Honda activa. o There is a no significant relationship between service and gender of Honda activa. RANKING METHOD The table shows the respondents feel that price is most preferred were as comfortable is the? least preferred in Honda activa. www.icmrr.org 7 [email protected] INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW ISSN:2321-0346 – ONLINE ISSN:2347-1670 – PRINT -IMPACT FACTOR :0.882 VOLUME 3, ISSUE 2, FEBRUARY 2015 WWW.ICMRR.ORG FRIEDMAN TOOL Friedman analysis that Increase cylinder capacity is the major factor that added in Honda? activa. SUGGESTION The company should maintain the look Honda activa users? To increase mileage and to reduce the price of Honda activa.? The companies have to improve the advertisement and which helps to introduce different? colour of the vehicles. CONCLUSION This study was conducted in Coimbatore, with a board objective of customer satisfaction of two wheelers in Honda activa. For this purpose 120 customers were selected and obtained the various responses based on the questionnaire method. Though they are most preferred by women, men also using Honda Activa. REFERENCE 1. Two wheeler riding patterns, perception and aggressive riding behavior among college youth. Humera banu (2012) 2. Customer satisfaction on two wheelers a special reference with TVS XL in theni district Mrs.Mahalakshmi, (2013) 3. Analyzing the state of competition in India two wheelers industry anuj (2011), 4. A critical analysis of consumers buying behavior two wheelers (observations pertinent to ahmednagar city, Maharashtra faiz ahmed shaikh (2011) 5. Two-wheelers bike-a coprative study of rural and urban consumers of Jodhpur district rajasthan. Sheetal soni ;abhishek soni (2012) 6. Customer satisfaction towards Honda two wheelers a case study in tirupati dr.Dugganiyuvaraju (2013) 7. Study of consumer buying behaviour towards bikes. Omesh chandra (2011) 8. WWW.Honda2wheelersindia.com www.icmrr.org 8 [email protected] INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW ISSN:2321-0346 – ONLINE ISSN:2347-1670 – PRINT -IMPACT FACTOR :0.882 VOLUME 3, ISSUE 2, FEBRUARY 2015 WWW.ICMRR.ORG