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D. KAVITHA 2
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 worlds 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.
.O
I. C
INTRODUCTION
Honda has been the worlds largest motorcycle manufacturer since 1959, as well as the
worlds 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 worlds 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.
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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.
.O
RESEARCH DESIGN
The design chosen is descriptive research design. It includes surveys and facts findings
enquiries of different kinds
I. C
SAMPLING SIZE
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.O
I. C
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.
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DETERMINANTS
AGE
Below 20
20-30
31-40
41-50
Above 51
GENDER
Male
Female
OCCUPATION
Business
Professional
Employee
Employer
Student
Others
NO OF THE RESPONDENTS
N =89
PERCENTAGE%
24
40
17
5
3
27
45
19
6
3
35
54
39
61
14
12
21
6
31
5
16
13
24
7
35
6
MARITUL STATUS
Married
Un married
30
59
TYPE OF FAMILY
Joint
Nuclear
.O
34
66
36
53
40
60
12
49
23
5
13
55
26
6
MONTHLY INCOME
Less than 10,000
10,001-20,000
20,001-30,000
30,001-40,000
Above 40,000
18
34
19
8
10
20
38
21
9
11
PLACE OF RESIDENCE
Urban
Semi urban
Rural
23
36
30
26
40
34
QUALIFICATION
School
UG
PG
Professional
16
24
23
26
18
27
26
30
SIZE OF FAMILY
Below 3
3 to 5
5 to 7
Above 7
I. C
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II.CHI SQUARE
TABLE NO 2
HO There is no significant relationship between opinion about advertisement and age.
AGE
Excellent
10
Below 20
12
20-31
8
31-40
1
41-50
0
Above 51
TOTAL
31
SOURCE Primary data
Good
9
22
5
3
1
40
Fair
3
6
3
1
1
14
Very poor
1
0
0
0
0
1
I. C
Poor
1
0
1
0
1
3
.O
TOTAL
24
40
17
5
3
89
STATISTICAL
INFERENCES
DF=16
CV= 22.693548
TV
1% level = 23.5
5% level = 26.3
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.
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Excellent
Good
Fair
Poor
Very poor
TOTAL
Male
12
20
35
Female
14
32
54
52
10
89
TOTAL
26
SOURCE Primary data
STATISTICAL
INFERENCES
DF=4
CV= 3.632446
TV=
1% level = 7.78
5% level = 9.49
Note
DF= Degrees of freedom
CV = Calculated value
.O
TV = Table value
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.
I. C
FACTORS
Price
Style
Colour
Mileage
Comfortable
NOTE
1 WS
37 185
14
70
7
35
17
85
14
70
2
12
15
20
21
21
TABLE NO 4
RANKING METHOD
WS
3 WS
4 WS
48
13
39
9
18
60
29
87
21
42
80
25
75
21
42
84
10
30
24
48
84
12
36
14
28
5 WS TWS
18
18
308
10
10
269
16
16
248
17
17
264
28
28
246
RANK
I
II
IV
III
V
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
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FACTORS
MEAN
1.61
1.86
2.28
2.71
Different colour
Reduce price
Improve stylish
Increase cylinder capacity
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
.O
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.
I. C
CHI SQUARE
o
o
RANKING METHOD
The table shows the respondents feel that price is most preferred were as comfortable is the
least preferred in Honda activa.
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REFERENCE
.O
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),
I. C
5. Two-wheelers bike-a coprative study of rural and urban consumers of Jodhpur district
rajasthan. Sheetal soni &abhishek soni (2012)
Honda
two
wheelers
case
study
in
tirupati
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