Headquartered in Japan, Honda Motor Company is one of the major producers

of quality motor vehicles around the world. Honda's quality, innovation and
reliability have made it one of the most sought after car brands in the world. It's
major car models such as Accord have occupied the leadership position in
global sales for years now. Honda cars are also renowned for their fuel
efficiency and have a loyal customer following all around the world.

Company Overview
Honda has grown to become the world's largest motorcycle manufacturer and
one of the leading automakers. Honda develops, manufactures and markets a
wide variety of products ranging from small general-purpose engines and
scooters to specialty sports cars, to earn the Honda Motor Company an
outstanding reputation from customers worldwide.

A project report containing the marketing research on A Study on Customer

Satisfaction Towards Honda Cars with special reference to Honda Amaze
at Splendid Honda Jabalpur. I have collected the information by a structured
questionnaire. I have collected the data by random sampling method and sample
unit was 100 customers for in depth analysis. I have placed conclusions with
some recommendation. Because of time constraint I have judged the customer
satisfaction with limited ratio.

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 The automobile sector has today become one of the hot areas markets.
Various upcoming features have enhanced the global competition in today's
Automobile sector. Implementing new technologies, new features and
considering the customers preference are the important factors for the
company's existence in the competitive market. So if the company wants to face
the competition, it has to have the update knowledge of the consumer tastes
a n d preference. Our research is undertaken to study the influence of brand
name on consumers decision while buying a car in Jabalpur city
A brand is a name, term, sign, symbol or design or combination of them,
intended t o identify the goods and service of one seller or group of sellers and
to differentiate them from those of competition. Brand is a combination of
name, symbol and design. Brands represent the customers Perceptions and
opinion about performance of the product. The powerful brand is which resides
in the mind of the consumer. Brands differ in the amount of power and worth
they have in the market place. Some brands are usually unknown to the
customers in the marketplace while on the other hand some brands show very
high degree of awareness. The brands with high awareness have a high level of
acceptability and customers do not refuse to buy such brands as they enjoy the
brand performance.

Some brands commend high level of brand loyalty. The brand history
tells us how the people have used the brand as a mark of identification. In the

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earlier times the brand mark was used to differentiate the goods of one producer
to others. The word brand has its origin from the Old Norse word brand
which means to burn. In the initial phase, the brand was used as a mark of
identification on the animals.

Brands play vital role in the decision making processes of the customer. It is
important for companies to find out customers decision process and pinpoint
the criteria which customers apply while making decision? How brand names
influence the customer purchase decision? Why customers purchase a particular
brand also implies how customers decide what to buy. Customers follow the
sequence of steps in decision process to purchase a specific product. They start
realizing a requirement of product, get information, identify & evaluate
alternative products and finally decide to purchase a product from a specific
brand. When customers purchase particular brand frequently, he or she uses his
or her past experience about that brand product regarding performance, quality
and aesthetic appeal .Companies are recognized through their brand and it is
most valuable asset for survival. Customers have many brand choices but they
have less time to make a choice. The brand Specialty helps the customer in
decision making to purchase a right product with less risk and according to set
expectations. Brand name is a promise to customer by maintaining and
enhancing the strength over time.13 Successful brand should be the
representative of various elements together including design, packing, quality,
style etc. Customers want to see all the elements in brand product according to
his need.A product is something that is made in a factory; a brand is something
that is bought by a customer. A product can be copied by a competitor, a brand
is unique. A product can be Quickly outdated, a successful brand is timeless. In
todays business environment, companies must work harder than ever before to
achieve some degree of differentiation in their products. Many companies have
sought to achieve.

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This differentiation by branding their products, simply putting the companys
name on a product. The market is flooded with new and old brands and intensity
of brand war is increasing day by day. The popularity of a brand is a tool for
survival and success of company in the market. In this respect companies offer
different packages to customers with the use of different resource weapons in
this competition war for raising awareness among the customers about the
branded product.

Benefits of the Study:

This project was an opportunity which will help the company at various
information regarding awareness of Honda cars brand name and importance
given to different attributes while purchasing a car. Importance given to brand
name, features, price, quality, look and mileage while purchasing.1.Interest
level of people to buy Honda cars.2.Different means through which the
consumers gets information about the Honda car.3.From this information
company can come to know how the brand name is affecting the sales of the
automobiles.

Benefit to Me from this Study:

It will help me in understanding-

The market for Honda brand cars in Jabalpur in particular.
Customers Decision Making Process while purchasing Honda brand car.
Customers choices of brands while purchasing Honda brand cars.
It will help in understanding, reviewing and suggesting improvements in
creating a market for Honda brand cars.
The experience gained during this study will provide as a tool, which can
be applied in any future undertakings of similar nature.

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Management problem:

Jabalpur is a one of the important commercial market of Madhya Pradesh and

there are lots of potential people who can buy Honda cars. The company invests
huge sum of money and effort to create the awareness of their brand in the
market, there is need to find does this really affect the purchasing decision of
the customer and are the promotions actually fetching some results to the sales.

Research problem:

To find weather the brand awareness influences the sale of the product. To
know the consumers behavior , their decisions and problems the customers face
while buying the car.

5
Honda In India

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 Hondas 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.
HSCIs 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 companys 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 companys 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. Hondas models are strongly associated with advanced design and technology, apart
from its established qualities of durability, reliability and fuel-efficiency.

Honda is headquartered in Minato, Tokyo, Japan. Their shares trade on the Tokyo Stock

Exchange and the New York Stock Exchange, as well as exchanges in Osaka, Nagoya,

Sapporo, Kyoto, Fukuoka, London, Paris and Switzerland.

The company has assembly plants around the globe. These plants are located in China, the

United States, Pakistan, Canada, England, Japan, Belgium, Brazil, New Zealand, Indonesia,

India, Thailand, Turkey and Per. As of July 2010, 89 percent of Honda and Acura vehicles

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sold in the United States were built in North American plants, up from 82.2 percent a year

earlier. This shields profits from the yens advance to a 15-year high against the dollar.

Honda's Net Sales and Other Operating Revenue by Geographical Regions in 2016

Geographic Region Total revenue (in millions of )

Japan 1,681,190

North America 5,980,876

Europe 1,236,757

Asia 1,283,154

Others 905,163

American Honda Motor Company is based in Torrance, California. Honda Canada Inc. is

headquartered in the Scarborough district of Toronto, Ontario, and is building new corporate

headquarters in Markham, Ontario, scheduled to relocate in 2015; their manufacturing

division, Honda of Canada Manufacturing, is based in Alliston, Ontario. Honda has also

created joint ventures around the world, such as Honda Siel Cars and Hero Honda

Motorcycles in India, Guangzhou Honda and Dongfeng Honda in China, and Honda Atlas in

Pakistan.

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 PRODUCTS

Honda's global lineup consists of the Fit, Civic, Accord, Insight, CR-V, and Odyssey.

An early proponent of developing vehicles to cater to different needs and markets worldwide,

Honda's lineup varies by country and may feature vehicles exclusive to that region. A few

examples are the latest Acura TL luxury sedan and the Ridgeline, Honda's first light-duty uni-

body pickup truck. Both were engineered primarily in North America and are exclusively

produced and sold there.

The Civic is a line of compact cars developed and manufactured by Honda. In North

America, the Civic is the second-longest continuously running nameplate from a Japanese

manufacturer; only its perennial rival, the Toyota Corolla, introduced in 1968, has been in

production longer. The Civic, along with the Accord and Prelude, comprised Honda's

vehicles sold in North America until the 1990s, when the model lineup was expanded.

Having gone through several generational changes, the Civic has become larger and

more upmarket, and it currently slots between the Fit and Accord.

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 Honda increased global production in September 2008 to meet demand for small

cars in the U.S. and emerging markets. The company is shuffling U.S. production to keep

factories busy and boost car output, while building fewer minivans and sport utility

vehicles as light trucksales fall.

Honda produces Civic hybrid, a hybrid electric vehicle that competes with the Toyota

Prius, and also produces the Insight and CR-Z.

Its first entrance into the pickup segment, the light duty Ridgeline, won Truck of the

Year from Motor Trend magazine in 2006. Also in 2006, the redesigned Civic won Car of the

Year from the magazine, giving Honda a rare double win of Motor Trend honors.

It is reported that Honda plans to increase hybrid sales in Japan to more than 20% of its total

sales in fiscal year 2011, from 14.8% in previous year.

Five of United States Environmental Protection Agency's top ten most fuel-efficient

cars from 1984 to 2010 comes from Honda, more than any other automakers. The five

models are: 2000-2006 Honda Insight (53 mpg-US/4.4 L/100 km; 64 mpg-imp combined),

1986-1987 Honda Civic Coupe HF (46 mpg-US/5.1 L/100 km; 55 mpg-imp combined), 1994-

1995 Honda Civic hatchback VX (43 mpg-US/5.5 L/100 km; 52 mpg-imp mpg combined),

2006- Honda Civic Hybrid (42 mpg-US/5.6 L/100 km; 50 mpg-imp combined), and 2010-

Honda Insight (41 mpg-US/5.7 L/100 km; 49 mpg-imp combined). The ACEEE has also rated

the Civic GX as the greenest car in America for seven consecutive years.

Motorcycles

Honda is the largest motorcycle manufacturer in Japan and has been since it started

production in 1955. At its peak in 1982, Honda manufactured almost 3 million motorcycles

annually. By 2006 this figure had reduced to around 550,000 but was still higher than its

three domestic competitors.

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During the 1960s, when it was a small manufacturer, Honda broke out of the Japanese

motorcycle market and began exporting to the U.S. Taking Hondas story as an archetype of

the smaller manufacturer entering a new market already occupied by highly dominant

competitors, the story of their market entry, and their subsequent huge success in the U.S. and

around the world, has been the subject of some academic controversy. Competing

explanations have been advanced to explain Hondas strategy and the reasons for their

success.

The first of these explanations was put forward when, in 1975, Boston Consulting

Group (BCG) was commissioned by the UK government to write a report explaining why and

how the British motorcycle industry had been out-competed by its Japanese competitors. The

report concluded that the Japanese firms, including Honda, had sought a very high scale of

production (they had made a large number of motorbikes) in order to benefit from economies

of scale and learning curve effects. It blamed the decline of the British motorcycle industry

on the failure of British managers to invest enough in their businesses to profit from

economies of scale and scope.

SPORTS

In Australia, Honda advertised heavily during most motor racing telecasts, and was the

official sponsor of the 2006 FIA Formula 1 telecast on broadcaster channel "Ten". In fact, it

was the only manufacturer involved in the 2006 Indy Racing League season. In a series of

adverts promoting the history of Honda's racing heritage, Honda claimed it "built" cars that

won 72 Formula 1 Grand Prix. Skeptics have accused Honda of interpreting its racing history

rather liberally, saying that virtually all of the 72 victories were achieved by

Honda powered(engined) machines, whereas the cars themselves were designed and built by

Lotus F1, Williams F1, and McLaren F1 teams, respectively. However, former and current

staff of the McLaren F1 team have reiterated that Honda contributed more than just engines
10
and provided various chassis, tooling, and aerodynamic parts as well as funding. Ayrton

Senna, arguably the greatest F1 driver of all time, repeatedly stated that Honda probably

played the most significant role in his three world championships. He had immense respect

for founder, Soichiro Honda, and had a good relationship with Nobuhiko Kawamoto, the

chairman of Honda at that time. Senna once called Honda "the greatest company in the

world".

As part of its marketing campaign, Honda is an official partner and sponsor of the National

Hockey League, the Anaheim Ducks of the NHL, and the arena named after it: Honda Center.

Honda also sponsors The Honda Classic golf tournament and is a sponsor of Major League

Soccer. The "Honda Player of the Year" award is presented in United States soccer. The

"Honda Sports Award" is given to the best female athlete in each of twelve college sports in

the United States. One of the twelve Honda Sports Award winners is chosen to receive the

Honda, as "Collegiate Woman Athlete of the Year."

11
MARKETING
Honda's official slogan is "The Power of Dreams". They have never used this slogan to sell

their products. Mr. Honda's belief is that well built products will sell themselves.

In 2003, Honda released its Cog advertisement in the UK and on the Internet. To make the

ad, the engineers at Honda constructed a Rube Goldberg Machine made entirely out of car

parts from a Europe Domestic Market Honda Accord (upon which the USDM Acura TSX is

based). To the chagrin of the engineers at Honda, all the parts were taken from two of only

six hand-assembled pre-production models of the Accord. The advertisement depicted a

single cog which sets off a chain of events that ends with the Honda Accord moving

and Garrison Keillor speaking the tagline, "Isn't it nice when things just... work?" It took 606

takes to get it perfect.[71]

In 2004, they produced the Grrr advert, usually immediately followed by a shortened version

of the 2005 Impossible Dream advert.

In December 2005, Honda released The Impossible Dream a two-minute panoramic

advertisement filmed in New Zealand, Japan and Argentina which illustrates the founder's

dream to build performance vehicles. While singing the song "Impossible Dream", a man

reaches for his racing helmet, leaves his trailer on a mini bike, then rides a succession of

vintage Honda vehicles: a motorcycle, then a car, then a powerboat, then goes over a

waterfall only to reappear piloting a hot air balloon, with Garrison Keillor saying "I couldn't

have put it better myself" as the song ends. The song is from the 1960s musical Man of La

Mancha, sung by Andy Williams.

12
In 2006, Honda released its Choir advertisement, for the UK and the internet. This featured a

60-person choir who sang the car noises as film of the Honda Civic are shown.

For the last several years in the United States, during model close-out sales for the current

year before the start of the new model year, Honda's advertising has featured an animated

character known simply as Mr. Opportunity, voiced by Rob Paulsen. The casual looking man

talks about various deals offered by Honda and ends with the phrase "I'm Mr. Opportunity,

and I'm knockin'", followed by him "knocking" on the television screen or "thumping" the

speaker at the end of radio ads. Also, commercials for Honda's international hatchback, the

Jazz, are parodies of well-known pop culture images such as Tetris and Thomas The Tank

Engine.

In late 2006, Honda released an ad with ASIMO exploring a museum, looking at the exhibits

with almost child-like wonderment (spreading out its arms in the aerospace exhibit, waving

hello to an astronaut suit that resembles him, etc.), while Garrison Keillor ruminates on

progress. It concludes with the tagline: "More forwards please".

Honda also sponsored ITV's coverage of Formula One in the UK for 2007. However they had

announced that they would not continue in 2008 due to the sponsorship price requested by

ITV being too high.

In May 2007, focuses on their strengths in racing and the use of the Red H badge a symbol

of what is termed as "Hondamentalism". The campaign highlights the lengths that Honda

engineers go to in order to get the most out of an engine, whether it is for bikes, cars,

powerboats even lawnmowers. Honda released its Hondamentalism campaign. In the TV

spot, Garrison Keillor says, "An engineer once said to build something great is like

swimming in honey", while Honda engineers in white suits walk and run towards a great

light, battling strong winds and flying debris, holding on to anything that will keep them from

13
being blown away. Finally one of the engineers walks towards a red light, his hand

outstretched. A web address is shown for the Hondamentalism website. The digital campaign

aims to show how visitors to the site share many of the Hondamentalist characteristics.

At the beginning of 2008, Honda released - the Problem Playground. The advert outlines

Honda's environmental responsibility, demonstrating a hybrid engine, more efficient solar

panels and the FCX Clarity, a hydrogen powered car. The 90 second advert features large

scale puzzles, involving Rubik's cubes, large shapes and a 3-dimensional puzzle.

On 29 May 2008, Honda, in partnership with Channel 4, broadcast a live advertisement. It

showed skydivers jumping from an aeroplane over Spain and forming the letters H, O, N, D

and A in mid-air. This live advertisement is generally agreed to be the first of its kind on

British television. The advert lasted three minutes. The next flight of one of the two planes

involved resulted in a fatal crash as the plane broke apart in mid-air.[72]

In 2009, American Honda released the Dream the Impossible documentary series, a

collection of 5-8 minute web vignettes that focus on the core philosophies of Honda. Current

short films include Failure: The Secret to Success, Kick Out the Ladder and Mobility 2088.

They feature Honda employees as well as Danica Patrick, Christopher Guest, Ben Bova,

Chee Pearlman, Joe Johnston and Orson Scott Card. The film series plays at

dreams.honda.com.

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CORPORATE PROFILE

Honda Motor Co., Ltd. operates under the basic principles of "Respect for the Individual" and

"The Three Joys" commonly expressed as The Joy of Buying, The Joy of Selling and The

Joy of Creating. "Respect for the Individual" reflects our desire to respect the unique

character and ability of each individual person, trusting each other as equal partners in order

to do our best in every situation. Based on this, "The Three Joys" expresses our belief and

desire that each person working in, or coming into contact with our company, directly or

through or products, should share a sense of joy through that experience. In line with these

basic principles, since its establishment in 1948, Honda has remained on the leading edge by

creating new value and providing products of the highest quality at a reasonable price, for

worldwide customer satisfaction. In addition, the Company has conducted its activities with a

commitment to protecting the environment and enhancing safety in a mobile society.

The Company has grown to become the world's largest motorcycle manufacturer and one of

the leading automakers. With a global network of 492* subsidiaries and affiliates accounted

for under the equity method, Honda develops, manufactures and markets a wide variety of

products, ranging from small general-purpose engines and scooters to specialty sports cars, to

earn the Company an outstanding reputation from customers worldwide.

15
The Honda Amaze is a sub compact sedan produced by Honda and it is the extended version
of the Honda Brio car, available at South India's No.1 authorized Car Showroom & Dealer in
Jabalpur - Splendid Honda. Honda Amaze is available in both petrol and diesel engine at our
Car Showroom Jabalpur, Splendid Honda

Honda has put a new India specific 1.5 L (92 cu in) oil burner on the Honda Amaze. This
engine gets the i-DTEC moniker and it is a derivative of the new 1.6 L (98 cu in) Civic diesel
engine that just got launched in Europe recently. Honda Amaze is all-aluminium engine and
its the lightest Honda car. Best Car with Best Price.

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Advanced Engine Technology

i-VTEC Petrol Engine

Hondas legendary 1.2L i-VTEC petrol engine with a programmed fuel injection system
gives you a powerful combination of high power output with high fuel efficiency.

Transmission Mileage Power Capacity

MT 17.8 km/l 88ps 1198CC

CVT 18.1 km/l 90ps 1199CC

i-DTEC Diesel Engine

Hondas revolutionary 1.5L i-DTEC diesel engine is from the Earth Dreams Technology
series and is nothing short of an engineering marvel. This engine being light enables greater
reduction in the overall weight of the vehicle, and consequently puts a much lower burden on
the engine. Friction reduction innovations further reduce energy loss to give you an
unparalleled mileage of 25.8 km/l. With an engine capacity of 1498cc and better thermal
management that lets the engine reach ignition temperature faster, combined with a turbo
charger that adds extra air and boost, you get 100ps at 3600rpm of sheer power and
unmatched acceleration.

Mileage Power Capacity

25.8 KM/L 100ps 1498CC

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Exterior Sportier and appealing to the eye.

Interior (Features, Space & Comfort) Cabin looks more elegant than before with dual tone
dashboard, new instrument panel with tachometer, speedometer and Multi-Information
Display, best in class rear legroom space.It also has amongst the best head-room, boot-space
and thigh support in the segment. The boot size 400lt is too good enough to fit large and
small suitcases.

Engine Performance, Fuel Economy and Gearbox Honda Amaze Facelift continues with
the same set of engine 1.5 liter iDTEC diesel 4 cylinder mill generating 100 PS power at
3,600 rpm and 200 Nm torque at 1,750 rpm.This engine claims a mileage of 25.8 kmpl.the
NVH levels of new Amaze diesel are much better than before. Even while cruising on the
highway, the road noise does not seep into the cabin at speeds of up to 100 kmph.

Ride Quality & Handling Ride quality is awesome. Lighter steering wheel. Diesel variant
with 5 speed MT can easily cruise at 120-130 kmph.

Final Words With the facelift, Honda has ironed out most of the factors which deterred
buyers in this segment from staying away from the Amaze. Not only the car looks much
sportier from outside, it is also well-proportioned. The dashboard layout is amongst the best
in its class, while the powerful and efficient diesel 1.5-liter engine makes a strong case. Over
all a value for money car.

Areas of improvement NA.

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The definition of customer satisfaction has been widely debated as organizations increasingly
attempt to measure it. Customer satisfaction can be experienced in a variety of situations and
connected to both goods and services. It is a highly personal assessment that is greatly
affected by customer expectations. Satisfaction also is based on the customers experience of
both contact with the organization (the moment of truth as it is called in business literature)
and personal outcomes. Some researchers define a satisfied customer within the private sector
as one who receives significant added value to his/her bottom linea definition that may
apply just as well to public services. Customer satisfaction differs depending on the situation
and the product
or service. A customer may be satisfied with a product or service, an experience, a purchase
decision, a salesperson, store, service provider, or an attribute or any of these. Some
researchers completely avoid satisfaction as a measurement objective because it is too
fuzzy an idea to serve as a meaningful benchmark.4 Instead, they focus on the customers
entire experience with an organization or service contact and the detailed assessment of that
experience.
For example, reporting methods developed for health care patient surveys often ask
customers to rate their providers and experiences in response to detailed questions such as,
How well did your physicianskeep you informed? These surveys provide actionable data
that reveal obvious steps for improvement.
Customer satisfaction is a highly personal assessment that is greatly influenced by individual
expectations
Definitions are based on the observation that customer satisfaction or dissatisfaction results
from

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Either the confirmation or disconfirmation of individual expectations regarding a service or
product. To avoid Difficulties stemming from the kaleidoscope of customer expectations and
differences, some experts ur ge Companies to concentrate on a goal thats more closely
linked to customer equity. Instead of asking Whether customers are satisfied, they encourage
companies to determine how customers hold them Accountable customer satisfaction, a
business term, is a measure of how products and services supplied by a Company meet or
surpass customer expectation. It is seen as a key performance indicator within business
Customer satisfaction depends on the products performance relative to a buyers expectation,
the Customer is dissatisfied. If preference matches expectations, the customer is satisfied. If
preference is Exceeds expectation, the customer is highly satisfied or delighted outstanding
marketing insurance companies Go out of their way to keep their customer satisfied. Satisfied
customers make repeat purchases insurance Products and tell other about their good
experiences with the product. The key is to match customer Expectations with company
performance. Smart insurance companys aim to delight customers by promising Only what
they can deliver, then delivering more than the promise.

What is Customer Satisfaction ?

Business always starts and closes with customers and hence the customers must be treated as
the King of the market. All the business enhancements, profit, status, image etc of the
organization depends on customers. Hence it is important for all the organizations to meet all
the customers expectations and identify that they are satisfied customer.

Customer satisfaction is the measure of how the needs and responses are collaborated
and delivered to excel customer expectation. It can only be attained if the customer has an
overall good relationship with the supplier. In todays competitive business marketplace,
customer satisfaction is an important performance exponent and basic differentiator of
business strategies. Hence, the more is customer satisfaction; more is the business and the
bonding with customer.

Customer satisfaction is a part of customers experience that exposes a suppliers

behavior on customers expectation. It also depends on how efficiently it is managed and
how promptly services are provided. This satisfaction could be related to various business
aspects like marketing, product manufacturing, engineering, quality of products and services,

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responses customers problems and queries, completion of project, post delivery services,
complaint management etc.

Customer satisfaction is the overall essence of the impression about the supplier by the
customers. This impression which a customer makes regarding supplier is the sum total of all
the process he goes through, right from communicating supplier before doing any marketing
to post delivery options and services and managing queries or complaints post delivery.
During this process the customer comes across working environment of various departments
and the type of strategies involved in the organization. This helps the customer to make
strong opinion about the supplier which finally results in satisfaction or dissatisfaction.

Customers perception on supplier helps the customer choose among the supplier on basis of
money value and how well the delivered products suit all the requirements. The suppliers
services never diminishes after the delivery as customer seeks high values post marketing
services which could help them use and customize the delivered product more efficiently. If
he is satisfied with the post marketing services then there are good chances for supplier to
retain the customers to enhance repeated purchases and make good business profits.

It is necessarily required for an organization to interact and communicate with

customers on a regular basis to increase customer satisfaction. In these interactions and
communications it is required to learn and determine all individual customer needs and
respond accordingly. Even if the products are identical in competing markets, satisfaction
provides high retention rates. For example, shoppers and retailers are engaged with frequent
shopping and credit cards to gain customer satisfaction, many high end retailers also provide
membership cards and discount benefits on those cards so that the customer remain loyal to
them.

Higher the satisfaction level, higher is the sentimental attachment of customers with the
specific brand of product and also with the supplier. This helps in making a strong and
healthy customer-supplier bonding. This bonding forces the customer to be tied up with that
particular supplier and chances of defection very less. Hence customer satisfaction is very
important panorama that every supplier should focus on to establish a renounced position in
the global market and enhance business and profit.

21
Why Dissatisfaction in Customers ?
When the suppliers are unable to entertain customers or their business strategies fail to build
a good relationship with customers, they probably end up with customers dissatisfaction.
Their can be many reasons for the customers to become dissatisfied. Some of these reasons
are:

1. Taking example of India, most of the population here are vegetarian. They do not
require a bigger space in their refrigerator for deep freeze option. But still, following
foreign trend of making refrigerators most of the manufacturers are providing huge
capacity deep freezers. If the people are not able to use this space or option, it is waste
for them. Obviously they feel dissatisfied with this.
2. Vacuum cleaner, one of the modest innovative equipment which was invented to
reduce manual household works on just click of a button. It is a huge success in
European countries where the environment is dusty as compared to other parts of the
world and the cost for managing household work is pretty expensive. But in countries
like United Stated where the environment is very different and dust free, there is no
need for installing this equipment in house as it would be kept uselessly in house. In
India the environment is lot dusty but the cost exempted for managing the household
work is very cheap and affordable, so why people will go and buy a vacuum cleaner
and invest a lot of money in that, if they can hire a manual cleaner boy without
investing much. If they buy a vacuum cleaner and later on feel that it is turning out to
be expensive and tedious deal then it brings dissatisfaction among them.
3. The eating tradition in India is very much different from other countries. In Europe,
people usually eat continental food and they have habit of appetizing the main course
with bread, so they usually keep a small plate (normally called quarter plate) in the
left hand side so that the bread is available to eat in between with left hand. In India,
people prefer Roti (Indian version of bread) and they like to eat it with right hand so
they want the small plate to be kept on right hand side. But in India, most of the good
restaurants are influenced by European traditions and keep on serving the small plates
on left hand side on the table. This creates uneasiness for the people to eat food which
leads to dissatisfaction.

22
 4. Problem also occurs when the customers get wrongly customized products. This is
because of the communication gaps between supplier and customers and forcing the
customer to become dissatisfied due to this.
5. Apart from delivering good and quality products it is equally important for the
suppliers to provide excellent post deal services. For example, a customer bought a
Fax machine from a supplier and suddenly something went wrong and the machine
stopped sending fax at the time when there was an urgent fax to be sent. Customer
called the supplier and asked for urgent support but none of the executive at the
suppliers side was available for fixing this issue. Customer finally took some local
vendors help to fix as it was very urgent. Such a situation can develop an irritating
gesture for customers against the supplier and to his dissatisfaction.

Apart from the above examples many more similar reasons could lead to customers
dissatisfaction. It is very important for the supplier to concentrate on customers needs and
provide him the required products and services. If desired measures are not taken, customers
dissatisfaction could possibly build poor relationships between the two parties which could
break anytime.

Measuring Customer Satisfaction

For improving customer satisfaction it is essential for the supplier to measure it. It is purely
believed that if anything is not measurable then it is not authentic. Customers are the most
important asset for any organization as they are only responsible to drives the business.
Measuring customer satisfaction helps in identifying specific customer information which is
needed to run business smoothly. Following are the information and details that could be
generated after measuring customers satisfaction:

1. Business Related: Measuring customer satisfaction helps an organization to identify

the efficiency of its business strategies and marketing tactics and encompasses if the
organization is customer focused or not. It also provides analyzed details on how
many numbers of customers have defected, how much loss the business has incurred
and up to what extent the profit is decayed due to customer defect. A customer is
usually dissatisfied when his expectations are not met or the commitments from
supplier are not fulfilled reasonably and within the given time span. This becomes a
serious issue for the customers as the delay will obvious affect their image too. The

23
 customer usually shares these problems and issues with other customers which hiders
the business of the supplier. Some of these unsatisfied customers launch complaints
but most of the other customers simply defect to other suppliers without even
informing which creates a big void in the business processes of supplier because they
did not get chance to analyze the reasons of customer defection. Loss of customers is
directly proportionate to loss of business and profitability. If an organization is able to
measure business related aspects of customer satisfaction then they become capable to
bridge the gaps between them and customers to enhance more customer satisfaction
among their peer customers.
2. Customer Related: By measuring customer related aspects of customer satisfaction
following details can be entailed:
a. How many total numbers of customers have defected?
b. Specifically which customers have been defected?
c. Reason why they have defected and where exactly they have defected?
d. Measurement of customer satisfaction always helps a supplier to analyze
appropriate reasons of lost of customers and take measures to avoid this. It
also provides analyzed information about the business loss in the coming
future. This actually helps the supplier to be profitable because cost involved
in acquiring a customer is comparatively higher then the cost involved in
retaining an existing customer.
e. It also helps the supplier to identify the value of their products and services
according to the customers perception. If customer is dissatisfied with
products and services then there is a need for supplier to check the
performance and quality of the product and services so that other customers
could not complaint regarding the same.
f. It can also analyze the exact need and requirement of customer so that
measures are taken accordingly to satisfy each and every customer.
3. Suppliers Related: Following are the suppliers specific information that could be
generated while measuring customer satisfaction:
a. It helps the supplier to conclude about his own image, strength and weak
points.
b. It helps the supplier to identify his area of perfection and competency so that
they flourish in monopoly of specific products and services.

24
 c. It helps in encompassing the organizations position according to the
benchmark possessed in the market by competitors.

The best way to improve customer satisfaction is to first measure it and then apply methods
to enhance it. It helps the supplier to always keep a check on allover business processes by
identifying strong and weak aspects and creating strong bond with all their customers to
enhance business.

Methods of Measuring Customer Satisfaction

Managing customers satisfaction efficiently is one the biggest challenge an organization
face. The tools or methods to measure customer satisfaction needs to be defined
sophisticatedly to fulfill the desired norms. There are following methods to measure
customer satisfaction:

Direct Methods: Directly contacting customers and getting their valuable feedback is
very important. Following are some of the ways by which customers could be directly
tabbed:
a. Getting customer feedback through third party agencies.
b. Direct marketing, in-house call centers, complaint handling department could
be treated as first point of contact for getting customer feedback. These
feedbacks are compiled to analyze customers perception.
c. Getting customer feedback through face to face conversation or meeting.
d. Feedback through complaint or appreciation letter.
e. Direct customer feedback through surveys and questionnaires.

Organizations mostly employ external agencies to listen to their customers and

provide dedicated feedback to them. These feedbacks needs to be sophisticated and in
structured format so that conclusive results could be fetched out. Face to face
meetings and complaint or appreciation letter engages immediate issues. The
feedback received in this is not uniformed as different types of customers are
addressed with different domains of questions. This hiders the analysis process to be
performed accurately and consistently. Hence the best way is to implement a proper
survey which consists of uniformed questionnaire to get customer feedback from well
segmented customers. The design of the prepared questionnaire is an important aspect

25
 and should enclose all the essential factors of business. The questions asked should be
in a way that the customer is encouraged to respond in a obvious way/. These
feedback could received by the organizations can be treated as one of the best way to
measure customer satisfaction.

Apart from the above methods there is another very popular direct method which is
surprise market visit. By this, information regarding different segment of products and
services provided to the customers could be obtained in an efficient manner. It
becomes easy for the supplier to know the weak and strong aspects of products and
services.

Indirect Method: The major drawback of direct methods is that it turns out to be
very costly and requires a lot of pre compiled preparations to implement. For getting
the valuable feedbacks the supplier totally depends on the customer due to which they
looses options and chances to take corrective measure at correct time. Hence there are
other following indirect methods of getting feedback regarding customer satisfaction:
a. Customer Complaints: Customers complaints are the issues and problems
reported by the customer to supplier with regards to any specific product or
related service. These complaints can be classified under different segments
according to the severity and department. If the complaints under a particular
segment go high in a specific period of time then the performance of the
organization is degrading in that specific area or segment. But if the
complaints diminish in a specific period of time then that means the
organization is performing well and customer satisfaction level is also higher.
b. Customer Loyalty: It is necessarily required for an organization to interact
and communicate with customers on a regular basis to increase customer
loyalty. In these interactions and communications it is required to learn and
determine all individual customer needs and respond accordingly. A customer
is said to be loyal if he revisits supplier on regular basis for purchases. These
loyal customers are the satisfied ones and hence they are bounded with a
relationship with the supplier. Hence by obtaining the customer loyalty index,
suppliers can indirectly measure customer satisfaction.

26
Factors affecting Customer Satisfaction
Customer satisfaction is the overall impression of customer about the supplier and the
products and services delivered by the supplier. Following are the important factors that
could affect customer satisfaction:

Departmentwise capability of the supplier.

Technological and engineering or re-engineering aspects of products and services.
Type and quality of response provided by the supplier.
Suppliers capability to commit on deadlines and how efficiently they are met.
Customer service provided by the supplier.
Complaint management.
Cost, quality, performance and efficiency of the product.
Suppliers personal facets like etiquettes and friendliness.
Suppliers ability to manage whole customer life cycle.
Compatible and hassle free functions and operations.

The above factors could be widely classified under two categories i.e. suppliers behavior and
performance of product and services. The suppliers behavior mostly depends on the behavior
of its senior subordinates, managers and internal employees. All the functional activities like
customer response, direct product and maintenance services, complaint management etc. are
the factors that rely on how skillful and trained the internal and human resources of the
supplier are. The second category is regarding all the products and services. This depends on
the capability of supplier to how to nurture the products and service efficiently and how
skilled the employees are. Its all about how the skills are implemented to demonstrate
engineering, re-engineering and technological aspects of the products and services. The
quality and efficaciousness of the products is also an important factor that enables compatible
and hassle free functions and operations. This bears to lower maintenance and higher life of
the product which is highly admired by the customers.

If the product is having some problem or compatibility issues and requires frequent
maintenance and support than the customers could get irritated and possibilities of sudden
divert is there which lead to suppliers financial loss. In the same way if the product is
expecting huge amount of financial and manual resources then customers could get a feeling

27
of dissatisfaction and worry. However, if these aspects are handled efficiently by giving class
services and dealing with complaints effectively then dissatisfied customers could be
converted into long time satisfied customers and retaining them becomes easy.

It is practically impossible for the supplier to provide all the above explained features. There
are always some positive as well as negative features in products and services which could
lead to delight or irritate customers. The final opinion is the sum of overall experiences which
a customer percept. But it is also true that more the positive aspects, the more the customer is
satisfied. Hence the aim of the supplier should be always to enhance these positive feelings
among all the customers to increase customer satisfaction. The supplier must identify how to
enhance these positive aspects to maximum level by analyzing the customers data and
information using CRM system. The individual liking and disliking of customers differ from
customer to customer. It is hence required to target a customer and identify individual
requirement to make them satisfied.

Having discussed the above factors that affect customer satisfaction we can say that higher
the satisfaction level, higher is the sentimental attachment of customers with the specific
brand of product and also with the supplier. This helps in making a strong and healthy
customer-supplier bonding. This bonding forces the customer to be tied up with that
particular supplier and chances of defection are very less. Hence customer satisfaction is very
important panorama that every supplier should focus on to establish a renounced position in
the global market and enhance business and profit.

28
 To study the level of customer satisfaction.

To collect and evaluate ideas/views and expectations of the

customers for the improvement in suppliers performance.

To find out the most prominent area of dissatisfaction.

29
The purpose of methodology is to describe the process involved in research work. This
includes the overall research design, data collection method, the field survey and the analysis
of data.
Research is a common parlance refresh to a search for knowledge. One can also define
research as a scientific & systematic search for pertinent information on a specific topic.
In fact, research is an art of scientific investigation. The advance learners dictionary of
current English lay down the meaning research as a careful investigation & inquiry specially
search for new facts in any branch knowledge.

Research Design
Research Design is the arrangement for conditioned for data collection & analysis of data in a
manner that aims to combined relevance to research purpose with economy in procedure.

A research design is a master plan or model for the conduct of formal investigation. It is blue
print that is followed in completing study.

Research Plan
Type of study: For completing my study I have gone for sample study because looking at the
size of population & the time limitation it was not convenient for me to cover entire
population. Hence, I have gone for sample study rather than census study.

Sampling Plan
A sample design is a definite plan for obtaining a sample from a given population. It refers to
the technique or the procedure that researcher would adopt in selecting items to be inched in
the sample i.e. the size of sample. Sampling plan is determined before data are collected.

Steps in Sampling:
1. Understanding the Marketing strategies of Honda.

2. Study the company profile & related aspects.

3. To collect the information from self constructed questionnaire.
4. Meeting with different owners of Honda showroom.
5. Obtaining the opinion and suggestions of owners at different levels.
30
6. Prepare questionnaire on the basis of above information.
7. Gather information from different source like books Internet magazines etc.
8. On the basis of the answers and the information gathered from other sources prepare
the report.

Date Collection
Primary Data:-

Primary data was collected by using structured questionnaire and by taking interviews of

the respondents. A structured questionnaire was formulated after conducting pilot survey.

way of collecting primary data

Questionnaires
Qualitative measures
Mechanical devices

Secondary data:-

Data potentially useful in solving a current problem but that were collected for a different
purpose.

way of collecting secondary data

Mail questionnaire
Telephone interview
Personal interview
Online interviews

Research Methodology

The research conducted by me is a descriptive research. This is descriptive in nature because

study is focused on fact investigation in a well structured from and is based on primary data.

Sample size

Sampling Size is the number of people being surveyed. Concern to my research sample
Size is 100 customers.

Sample Unit

Customers of Honda Automobles(Splendid Honda Jabalpur)

Area and duration of research

The customers of Honda cars with in Jabalpur city. Duration of research is 45 days.

31
 Automobile are sold with service as a supplement to main product. Being a

sophisticated engineering base product service becomes a major driver for product

save. Various researches have already proved that the quality of service backup

adds to image of product and intern the total turnover. The data as we received from

various segments related to automobile service backup is analyzed here under. The

variables have been identified on their sent scale basis and later on support of the

licker scale was used to identify cross relationship among the variables. The results

are here under.

32
33
Q.1 How many customers buy car according to gender:-

Gender Customers Buy Car

Male 85%

Female 15%

Customers buy car In %

Female
15%

Male
85%

Interpretation
According to analysis 85% male customers and 15% female customers buy car.

34
Q.2 At what age customers buy car:-
Age Number of customers in
percentage
Below18 0
18-25 25
26-35 40
36-50 20
51 and above 15

Number of customers in percentage

40
35
30
25
20
15 Number of customers in
10 percentage
5
0

Interpretation
According to analysis 25% age of customers between 18-25, 40% age of
customers between 26-35, 20% age of customers between 36-50 years, 15%
age of customers 51 and above.

35
Q.3 What is the occupation of the customers who want to buy car:-

Occupation of the customers Number of customer (%)

Service 35
Business 40
Student 10
Housewife 15

Number of customer (%)

40
35
30
25
20
15
10 Number of customer (%)
5
0

Interpretation
According to analysis 35% occupation of the customers is service, 40%
occupation of the customers is business, 10% customers are students and 15%
are housewife.

36
Q.5 Actual marketing source that initiated you to buy Honda Cars:-

Advertisement 30
Marketing Staff 20

Both of these 50

Advertisement Marketing Staff Both of these

30%

50%

20%

Interpretation
The aware and Know about Honda products about 30% by advertisement (TV
channels, Newspapers, Magazines). 20% by marketing staff and 50% by both of
these (through Internet, friends, family and others through test riding and
hoardings).

37
Q. 6 Do you like the promotions and ad campaigns of Honda motors

Rating
Very unlikely 1
Likely 69
Very likely 30

Rating
80
70
60
50
40
Rating
30
20
10
0
Very unlikely Likely Very likely

Interpretation

69% customer like Honda promotions and ad campaigns and 30% customers
very likely to this.

38
Q.7 Are you aware of the following facilities provided by Honda?

Facilities Awareness (in %)

Honda Motors Insurance 30
Extended Warranty 20
Finance Scheme 15
Auto Terrace 10
Genuine Accessories 25

Awareness
35
30
25
20
15
Awareness
10
5
0
Honda Extended Finance Auto Genuine
Motors Warranty Scheme Terrace Accessories
Insurance

Interpretation
30% people are aware about Honda cars insurance 20% people are aware of
extended warranty provided by Honda. 15% people aware of Finance Schemes
and 10% Auto terrace. 25% people are aware of genuine accessories.

39
 Q. 8 Which Model do you want to buy ?

Model Number of customers

in percentages
Honda city 15
Honda Accord 8
Honda Jazz 10
Honda Brio 18
Honda CR-V 12
Honda Amaze 20
Honda Mobilio 10
Honda BR-V 5
Honda WR-V 2

Number of customers in percentages

Honda city

5 2 15 Honda Accord
10
8 Honda Jazz

20 Honda Brio
10
Honda CR-V

18 Honda Amaze
12
Honda Mobilio
Honda BR-V
Honda WR-V

Interpretation
Ever since Honda Amaze launch in 2013, it has not quite ceased to amaze us 20% customers
buy Honda Amaze. 18% customers buy Honda Brio,15% customers buy this, 10% customer
bought Honda Mobilio. 8% customers bought Honda Accord. 10% customer bought Honda
Jazz.

40
 Q. 9 Payment method prefer by the customers

Payment method Percentages

Cash payment 40
Installment 30
Loan 20
other 10

Percentages

other
10%

Loan Cash payment

20% 40%

Installment
30%

Interpretation

From the above table we conclude that 40% customers going to be cash transaction.
30% customers make payment by installment. 20% customers take loan and 10%
other

41
Q.10 What are the key criteria do you consider while purchasing Honda
Amaze?

Highly consider Consider No idea Not Consider Not Consider at all

Price 60 30 5 5 0
Fuel 35 40 10 15 0

60

50

40

30
Price
20 Fuel

10

0
Highly Consider No idea Not Not
consider Consider Consider
at all

Interpretation
When buying a car, many customers determine the value that a vehicle offers by comparing
the price tag vs. the features and benefits. 60% customers highly consider for price where as
30% customers are consider while purchasing Honda Amaze. 35% customers highly consider
for fuel economy, 40% customers are consider.

42
Q.11 Whay do you think the Honda cars are the best choice for you:-

Best Choice for %

customers
Price 10
Quality 30
Mileage 20
Comfort 40

40
35
30
25
20 %
15
10
5
0
Price Quality Mileage Comfort

Interpretation
From the above graph it reveal that best choice for customers 40% is nice driving, space and
comfort. 20% customers best choice is mileage. 30% customers best choice is quality, less
maintenance, engine performance, smooth steering, gear box.10% customers thinks that
Honda Cars are costly.

43
Q.12 Please rates the following features according to your
satisfaction with Honda cars:-
Excellent Good Satisfactory Can't
say
Comfort 60 30 10 0
Mileage 70 20 10 0
Maintenance 50 30 15 5
Power 55 25 10 0
Safety 75 20 5 0
Status 30 20 30 20
Brand 80 15 5 0

80
70
60
50
Excellent
40
Good
30
20 Satisfactory

10 Can't say

Interpretation
Mostly customers prefer car according to comfort, mileage, maintenance cost,
power, safety, status and brand. Most Indian buyers prefer compact cars. They
compare car models online and prefer higher discounts on insurance. They
want after sales service to become more tech savvy.

44
Q. 13 What do you think about servicing of the vehicle:-

Servicing of the vehicle Rating

Very Poor 0
Poor 2
Average 43
Good 35
Excellent 20

Rating 2. Poor
1. Very Poor 2%
0%

5. Excellent
20%
3. Average
43%
4. Good
35%

Interpretation
Customers are satisfied with their car service and service schedule of cars. Only 2% people
think that Honda car servicing is poor, 43% people think that Honda car servicing is average,
35% people think that Honda car servicing is good, 20% people think that Honda car
servicing is excellent.

45
Q. 14 What do you think Honda dealers are Careful with your personal
information

Yes 88

No 12

Careful with personal Information

No
12%

Yes
88%

Interpretation
From the above graph it reveals that 88% customers think that the Honda
company is very careful with their personal information, while 12% customers are not
think that.

46
Q.16 Service centre completes all the jobs without reminders

Yes 61

No 39

Complete all the jobs without

reminders

No 39%

Yes 61%

Interpretation
61% respondents were happy that the jobs were completed by the service center

without reminders. 39% respondents said that job was not done if proper reminders

were not given.

47
Q. 17 Please rate on the following aspects Honda as a brand

Strongly Somewhat Neither Somewhat Strongly

disagree disagree agree or agree agree
disagree
Exciting 1 5 32 40 22
Trustworthy 5 10 25 15 25
Unique 0 5 20 35 40
Environment 10 15 30 30 25
Friendly
Innovative 0 15 35 20 40
Fun To Drive 5 8 17 40 30
Youthful 0 15 20 35 30
Good value for 12 18 30 15 25
money
Safe 08 12 34 26 20

Honda as a brand in following aspects

40
35
30
25
20 Strongly disagree
15
10 Somewhat disagree
5 Neither agree or disagree
0
Somewhat agree
Strongly agree

Interpretation
Honda as a brand, customers rate according to exciting, trustworthy, unique,
environment friendly, innovative, fun to drive, youthful, good value for money,
and safe. Most Indian buyers prefer compact cars. They compare car models
online and prefer higher discounts on insurance.

48
Q. 18 Compared to other products that are available, would you say
that Honda products are:-

Rating
Much better 30
Somewhat better 40
Almost the same 10
Somewhat worse 13
Much worse 2
Dont know or never used 5

Rating
45
40
35
30
25
20
15
Rating
10
5
0
Much Somewhat Almost the Somewhat Much Dont
better better same worse worse know or
newer
used

Interpretation
30% customer think that Honda cars are much better than other, 40% customers
think somewhat better,10% think that Honda cars are almost the same, 13%
customers think somewhat worse,2% customers think much worse, where as 5%
customers dont know or never used.

49
Q. 19 Please rate Behavior of technical workers at service center

1 Very Poor 05

2 Poor 26

3 Average 25

4 Good 31

5 Excellent 13

Behavior of technical workers at

service center
5 13

4 31

3 25
Rating
2 26

1 5

0 5 10 15 20 25 30 35

Interpretation
From the above table shows that 05% customers are rate Very poor, 26% customers
rate Poor, 25% customers rate Average, 31% customers rate Good, 13% customers
rate excellent behavior of technical workers at service center.

50
Q.20 Please rate your overall Experience about HONDA
Motors
Opinion About Honda Out of 10
Very Bad 0
Bad 1
Neither Good Nor Bad 5
Good 7
Very Good 8

Customer Rating Out of 10

Very Bad Bad Neither Good Nor Bad Good Very Good

Interpretation
Customers are given 1 number out of 10 that Honda Motors are bad, Customers are
given 5 numbers out of 10 that Honda Motors are neither good nor bad, Customers
are given 7 numbers out of 10 that Honda Motors are good, Customers are given 8
numbers out of 10 that Honda Motors are very good.

51
Q. 21 Please rate your Satisfaction with service of Honda Amaze?

1 Excellent 10

2 Good 41

3 Average 40

4 Poor 09

5 Very Poor 0

Satisfaction with service of vehicle

45 41
40
40
35
30
25
20 Rating
15
10 9
10
5
0
1 2 3 4 5

Interpretation
The above graph shows that 10% customers rate excellent satisfaction of the
Honda Amaze, 41% rate Good, 40% customers rate Average, 9% customers rate
poor.

52
Q. 22 Based on your experience with Honda cars, how likely are you to again
buy a Honda car?

Rating
Definitely 30
Probably 35
Might or might not 20
Probably will not 10
Definitely will not 3
Never used 2

Rating
Definitely Probably Might or might not
Probably will not Definitely will not Newer used

2%
3%
10%
30%

20%

35%

Interpretation
30% customers wants to buy Honda car again, 35% customers think probably they
buy again, while 20% customers thinks might or might not, 10% customers probably
will not buy again Honda cars, 3% customers definitely will not while only 2% never
used Honda Cars .

53
 Honda Motors has excellent percentage of customer satisfaction
according to data analysis.
Large number of Honda customers are aware about its brand, cars
insurance, extended warranty, Finance Schemes and Auto terrace,
genuine accessories
61% respondents were happy that the jobs were completed by the service
center without reminders. 39% respondents said that job was not done if
proper reminders were not given.
Its feature, style, comfort, safety satisfied most of the customers.
43% average respondents satisfied with car services.
69% customer like Honda promotions and ad campaigns and 30%
customers very likely to this.
30% respondents felt that Honda products are much better than other
products.
Mostly customers are satisfied with service of Honda Amaze. 10%
customers rate excellent satisfaction of the Honda Amaze, 41% rate
Good, 40% customers rate Average, 9% customers rate poor.
Honda Amaze is bestselling car according to 2016.
88% Customers think that the Honda Company is very careful with their
personal information.
Behavior of sales executive and technical workers at the service center is
good.
Customers are given 8 numbers out of 10 that Honda Motors is very
good.
Customers are felt that Honda cars are unique, environment friendly,
innovative, trustworthy, youthful.
30% customers think they will definitely buy Honda car again.

54
 SUGGESTIONS

To increase the customer satisfaction of Honda cars, it must focus on its

fuel efficiency, looks and interiors of the car.
Replenish the products on Honda showrooms on right time, where it is
lacking
Make the advertisement of Honda Cars by putting hoardings, boards,
posters and neon(electric) sign boards in every areas.
It should enhance the effectiveness and efficiency of the companys
profitability.
To retain old customers. The company has to give them surprise gifts on
special occasions.

For servicing

Number of mechanics should be increased.

Mechanics should call back the customers if they find any problems in
the vehicle during servicing.

At least two experienced mechanic should be appointed in order to cope

up with mileage problem

55
Honda Company has an adaptability culture, with flexibility the need of the
organization and strategic focus being external. The organization has a clear
vision, with the goal of increasing growth, profitability, and market share.
Honda is delicate to supplying product of the highest quality yet at a reasonable
price for worldwide customers.

Working at the Splendid Honda Jabalpur has been a great learning experience.
The training has given me a chance to practically apply a lot of concepts that I
had learnt in my MBA specially Marketing Management. The work has taught
me that customer satisfaction is one of the major parts of the buying behavior.
Company has to build strong brand awareness and credibility among its
customers. After the survey, it can be conclude that majorities of people are
aware about its brand. Honda motors service station is excellent, careful with
personal information and its value for money. Setting customer satisfaction as
companys number one priority, Honda strives to provide the joy of mobility to
even more customers through the introduction of new technologies and new
products. The customers overall experience of Honda motors is good.
Customers are satisfied with a car according to comfort, mileage, maintenance
cost, power, safety, status and brand. Also it can be concluded that majority of
the respondents are satisfied with the Honda cars.

56
Books

Philip Kotler, Kevin Lane Keller, Marketing Marketing, twelfth Edition

Marketing management- Dr. T.N. Chhabra And Dr. S.K. Grover

C.R. Kothari, Research Methodology Methods and Techniques, Second Edition,

New Age International Publishers, 2004

Magazines

Business Today and India Today

Websites

1. dreams.honda.com

2. world.honda.com

3. www.wikipedia.com

4. www.hondacarsindia.com

5. www.scribd.com

57
 QUESTIONNARE

Being an esteem customer of HONDA Motor Co. Ltd. you are

requested to take out a few minutes and fill the following

QUESTIONNAIRE:

Name:

Address:

______________________________________________________________

______________________________________________________________

________________________________________ Pin Code____________

Q.1 Gender: Male Female

Q.2 Age:

Below18 18-25 26-35 36-50 51 and above

Q.3 Occupation:

Service Business Student Housewife

Q.4 How long have you been associated with HONDA?

58
Q.5 What is the actual marketing source that initiated you to buy Honda Cars:-

Advertisement
Marketing Staff
Both of these

Q.6 Do you like the promotions and ad campaigns of HONDA Motors?

1. Very Unlikely
2. Likely
3. Very Likely

Q.7 Are you aware of the following facilities provided by Honda-?

Honda Motors insurance

Extended Warranty
Finance Scheme
Auto Terrace
Genuine Accessories

Q.8 Which model do you want to buy

O Honda City
O Honda Accord
O Honda Jazz
O Honda Brio
O Honda CR-V
O Honda Amaze
O Honda Mobilio
O Honda BR-V
O Honda WR

Q.9 What kind of payment would you prefer to adapt:-

Cash Payment
Installment
Loan
Other

59
Q.10 What key criteria do you consider while purchasing a vehicle:-

Price

O Highly Consider
O Consider
O No Idea
O Not Consider

Fuel Efficiency

O Highly Consider
O Consider
O No Idea
O Not Consider

Q.11 Why do you think the Honda cars are the best choice for you:-

Price
Quality
Mileage
Comfort

Q.12 Please rates the following features according to your preference:-

Excellent Good Satisfactory Cant Say

Comfort
Mileage
Maintenance
Power
Safety
Status
Brand

60
Q.13 What do you think about service of vehicle:-

1. Very Poor
2. Poor
3. Average
4. Good
5. Excellent

Q.14 What do you think Honda dealers are Careful with your personal
information:-

Yes No

Q.15 Please rate the following features:-

How was the sales executives attitude towards you (Greeting, Seating,
Selling):-

Very Good
Good
Average
Poor
Very Poor

Thinking about your last service at your Honda dealership, how do you rate
your level of satisfaction:-
Very Good
Good
Average
Poor
Very Poor

Q.16 Service centre completes all the jobs without reminders:-

Yes No

61
Q.17 How would you rate Honda as a brand on the following
aspects:-
Strongly Somewhat Neither Somewhat Strongly
disagree disagree agree or agree agree
disagree
Exciting
Trustworthy
Unique
Environment
Friendly
Innovative
Fun To Drive
Youthful
Good value for
money
Safe

Q .18 Compared to other products that are available, would you say
that Honda products are:-

Much better
Somewhat better
Almost the same
Somewhat worse
Much worse
Dont know or newer used

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Q .19 What would best describe your experience with the customer
service representative?

Had to explain several times

Know how to handle problems
Had to ask other employees
Kept me waiting on hold
Did not speak clearly
Other

Q.20 what is your overall experience of HONDA Motors?

1.Very Bad
2.Neither Bad Nor Good
3.Good
4.Very Good

Q. 21 According to your experience please rate Satisfaction with

service of Honda Amaze

Very Good
Good
Average
Poor
Very Poor

Q.22 Based on your experience with Honda cars, how likely are you
to again buy a car?

O Definitely
O Probably
O Might or might not
O Probably will not
O Definitely will not
O Newer used

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Q.23 would you like to mention anything specific in your experience
with the Honda Cars which was not asked in the survey?

As the president of Honda Automobiles, I want to thank you for buying our
product. Please help us to better understand your needs by completing the
survey. Thank you for your valuable time.

Date: / /

Sign of Customer Sign of Employee

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