INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW

ISSN:2321-0346 - ONLINE ISSN:2347-1670 - PRINT -IMPACT FACTOR :0.882

VOLUME 3, ISSUE 2, FEBRUARY 2015

CUSTOMER SATISFACTION TOWARDS HONDA ACTIVA WITH

SPECIAL REFERENCE TO POLLACHI TALUK
N.BHUVANESH KUMAR 1 D. KAVITHA 2
1
Research Guide, Assistant Professor, PG Department of International Business
NGM College, Pollachi.
2
Research 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 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

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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.
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Percentage analysis, chi-square test, weighted average rank method and Friedman tool have been used

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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.
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Key words Two wheelers, Brand selection, consumer perception

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I. C
INTRODUCTION

Honda has been the worlds largest motorcycle manufacturer since 1959, as well as the

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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

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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
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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.

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 INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW
ISSN:2321-0346 - ONLINE ISSN:2347-1670 - PRINT -IMPACT FACTOR :0.882
VOLUME 3, ISSUE 2, FEBRUARY 2015
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

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The present study focuses on the perception of consumers on Honda activa. It also makes an

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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

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take out the information contained in the data so collected. The source of the data is primary data. The

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tool used in the study is simple percentage, chi-square, and weighted average and Friedman tool.

RESEARCH DESIGN
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The design chosen is descriptive research design. It includes surveys and facts findings
enquiries of different kinds
SAMPLING SIZE I. C
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Adopting convenience sampling technique, 89 respondents were chosen among the

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population of Honda activa users in pollachi taluk.

LIMITATIONS OF THE STUDY

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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 chi-
square 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.

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 INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW
ISSN:2321-0346 - ONLINE ISSN:2347-1670 - PRINT -IMPACT FACTOR :0.882
VOLUME 3, ISSUE 2, FEBRUARY 2015
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

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wheelers. But now a days and everyone have the two satisfactions with their services.

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4.Chandrasekaran Kathiravan (2010) the competitive implication of consume evaluation of

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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,
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brand attitude and quality perception, to investigation the impact of brand image and the attribute on

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brand preference. The tools used in the study are chi-square test and percentage analysis in the

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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 Bartletts Test it was

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absolutely clear to the researcher that sample taken were absolutely accurate and sampling accuracy
was 0.839, which was fast greater than 0.6.

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5. Anuj (2011), Analyzing the state of competition in India two wheelers industry. The main

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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

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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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 INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW
ISSN:2321-0346 - ONLINE ISSN:2347-1670 - PRINT -IMPACT FACTOR :0.882
VOLUME 3, ISSUE 2, FEBRUARY 2015
I.PERCENTAGE ANALYSIS
TABLE NO 1
SOCIO ECONOMIC PROFILE OF CONSUMERS IN HONDA ACTIVA
NO OF THE RESPONDENTS
S.NO DETERMINANTS N =89 PERCENTAGE%
AGE
1 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
G 7
Student
Others
31
5 R 35
6
4 MARITUL STATUS
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Married
Un married
30
59 R 34
66
5 TYPE OF FAMILY
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Joint
Nuclear M 36
53
40
60
6 SIZE OF FAMILY
Below 3 I. C 12 13
3 to 5
5 to 7 W 49
23
55
26

7
Above 7
MONTHLY INCOME W 5 6

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Less than 10,000
10,001-20,000
20,001-30,000
18
34
19
20
38
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

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 INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW
ISSN:2321-0346 - ONLINE ISSN:2347-1670 - PRINT -IMPACT FACTOR :0.882
VOLUME 3, ISSUE 2, FEBRUARY 2015
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
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TABLE NO 2
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HO There is no significant relationship between opinion about advertisement and age.

OPINION ABOUT ADVERTISEMENT

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AGE Excellent Good Fair Poor R
Very poor TOTAL
STATISTICAL
INFERENCES
Below 20 10 9 3 1 M 1 24 DF=16
20-31
31-40
12
8
22
5
6
3 I. C
0
1
0
0
40
17
CV= 22.693548
TV
41-50
Above 51
1
0
3
1 W1
1
0
1
0
0
5
3
1% level = 23.5
5% level = 26.3
TOTAL 31 40
W 14 3 1 89
SOURCE Primary data
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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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 INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW
ISSN:2321-0346 - ONLINE ISSN:2347-1670 - PRINT -IMPACT FACTOR :0.882
VOLUME 3, ISSUE 2, FEBRUARY 2015

TABLE NO 3
HO There is no significant relationship between opinion about service and gender.

OPINION ABOUT SERVICE

STATISTICAL
GENDER Excellent Good Fair Poor Very poor TOTAL INFERENCES
DF=4
Male 12 20 2 1 0 35
CV= 3.632446
Female 14 32 8 0 0 54 TV=
1% level = 7.78
TOTAL 26 52 10 1 0 89 5% level = 9.49
SOURCE Primary data

Note

DF= Degrees of freedom

CV = Calculated value G
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TV = Table value

1% level = one percent level of significance

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5% level = five percent level of significance
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The calculated value (3.632446) is greater than the table value (7.78) and (9.49) so null

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hypothesis is accepted. Hence there is a no significant relationship between service and gender of
Honda activa.

III. WHEIGHTED AVERAGE RANK

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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

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 INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW
ISSN:2321-0346 - ONLINE ISSN:2347-1670 - PRINT -IMPACT FACTOR :0.882
VOLUME 3, ISSUE 2, FEBRUARY 2015
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

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Friedman analysis that Increase cylinder capacity is the major factor that added in Honda activa.

FINDINGS
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PERCENTAGE ANALYSIS
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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.
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Maximum (61%) of the respondents are female it shows that maximum female consumers of

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Honda activa.
Maximum (35%) of the respondents are students it shows maximum students are using Honda
activa.

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Maximum (66%) of the respondents are unmarried. it shows maximum unmarried persons
using Honda activa.

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Maximum (60%) of the respondents are nuclear family it shows maximum nuclear family are

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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.

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 INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW
ISSN:2321-0346 - ONLINE ISSN:2347-1670 - PRINT -IMPACT FACTOR :0.882
VOLUME 3, ISSUE 2, FEBRUARY 2015
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 G
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1. Two wheeler riding patterns, perception and aggressive riding behavior among college youth.
Humera banu (2012)

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2. Customer satisfaction on two wheelers a special reference with TVS XL in theni district
Mrs.Mahalakshmi, (2013)
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3. Analyzing the state of competition in India two wheelers industry anuj (2011),

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4. A critical analysis of consumers buying behavior two wheelers (observations pertinent to
ahmednagar city, Maharashtra faiz ahmed shaikh (2011)

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5. Two-wheelers bike-a coprative study of rural and urban consumers of Jodhpur district
rajasthan. Sheetal soni &abhishek soni (2012)
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6. Customer satisfaction towards
dr.Dugganiyuvaraju (2013)
Honda two wheelers a case study in tirupati

7. Study of consumer buying behaviour towards bikes. Omesh chandra (2011)

8. WWW.Honda2wheelersindia.com

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