In automobile segment, the spare parts availability play major role in Customer Satisfaction Index, what is your opinion?

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1. “A Comparative Study of Customer Satisfaction toward Performance of Hero, TVS, Honda & Bajaj Bikes” 2 Industry: Automobile Company: HMSI (Honda Motorcycle and Scooter India) Private Limited Product: Two Wheeler Bikes NEED FOR THE STUDY The title of this project clearly states that the purpose of the study is to know the consumer preference towards performance of different two wheelers bike, the problem is to identify the impact of current marketing strategy on the consumers & the brand positioning of the product. Therefore a research is conducted to give and exposure to this case. The study is an attempt to know what is the exact expectation of customer attitude towards performance of different two wheelers bike in India. OBJECTIVES OF PROJECT 1. To identify the customer satisfaction level towards the performance of bikes 2. To identify the factors which influence consumer decision making process. 3. To identify possible area of improvement in bike. 4. To identify the competitive position of various brands of two wheelers in customers mind.
2. 3. 3 RESEARCH DESIGN Success of any formal research project is a sound research design. A good research design has Characteristics like problem identification, problem definition, research objectives, developing the research plan, sourcing data, collection of data, analyzing data and information, presenting the findings. Research type - Descriptive Research approach- Qualitative and Quantitative Population- Malegaon Sample frame- Two Wheeler Bike users in Malegaon city Sample size- 100 Two Wheeler Bike customers in Malegaon city Data collection – Primary data was collected by structured questionnaires, interviews and observations made during the visits on field. Secondary data was collected from literature survey and internet. LIMITATIONS 1. Research work was carried out in Malegaon City only. The findings may not be applicable to the other parts of the country because of social and cultural differences. 2. The sample was collected using connivance-sampling techniques. As such result may not give an exact representation of the population. 3. Shortage of time is also reason for incomprehensiveness. 4. The views of the people are biased therefore it doesn’t reflect true picture.
3. 4. 4 FINDINGS 1. It is observed that in rating of different features of different bikes people give maximum rating to the look shape, Brand Image and Pickup of the HONDA HERO bikes. At the second level they give their maximum rating to the mileage of Bajaj Bikes. Most of the customers are dissatisfied with their TVS bikes 2. It is observed that the customers of Hero, Bajaj Honda bikes are not ready to change their bikes even if a new bike comes in with good features. While majority of the customers of TVS are ready to change their bikes if new bike provides some good features to them. Conclusion 1. Hero, Bajaj and Honda are considered to be most fuel-efficient bike on Indian rods. 2. Service Spare parts of Honda bikes are available throughout India in local markets also. 3. While buying a motorcycle, economy is the main consideration in form of maintenance cost, fuel efficiency. 4. Majority of the respondent had bought their motorcycle more than 2 years. SUGGESTIONS 1. Honda should introduce some more models having more engine power. 2. Honda should think about fuel efficiency in case of upper segment bikes.
4. 5. INDEX SR. No. Title Page no. 1 INTRODUCTION OF THE STUDY 92 LITTERATURE SURVEY 113 INDUSTRY PROFILE 1754 COMPANY PROFILE - HMSI (Honda Motorcycles and Scooters India) Pvt. Ltd. 215 OBJECTIVE AND SCOPE OF THE STUDY 386 RESEARCH METHODOLOGY 407 DATA ANALYSIS AND INTERPRETATION 498 OBSERVATIONS FROM THE STUDY 699 CONCLUSIONS 7110 SUGGESTIONS 7311 REFERRENCES AND QUESTIONIARRE 75
5. 6. LIST OF TABLES 6 Table No. Table Name Page No. Table No. Table Name Page No. 4.1.1 TVS Ushering In the personal transportation revolution 267.06 Usage Of Bikes 564.1.2 Profile of TVS Motors Ltd. 277.07 How did customers get to know about bikes? 584.2.1 Profile Of Bajaj Auto Ltd. 297.08 Influence of advertisement on customer’s decision 597.01 Owners of different bikes 497.09 Customer Satisfaction towards performance of bikes 607.02 Age-wise users of different bikes 507.10 Respondents having about knowledge about bikes before buying 617.03 Respondents using different models 517.11 Influencing factors of bikes 627.04 Income level of respondents 547.12 Points given by customers for attributes of bikes 657.05 Customers using bikes since… 557.13 Bike Changing decision 67
6. 7. LIST OF FIGURES GRAPHS 7 Graph No. GRAPH NAME PAGE No. Graph No. GRAPH NAME PAGE No. 1 Respondents Ownership Of Bikes 4911 Influence of advertisement on customer’s decision 592 Age-Wise Users Of Bikes 5012 Customer Satisfaction towards performance of bikes 603 Respondents using different models of Hero Bikes 5113 Respondents having knowledge about bikes before buying 614 Respondents using different models of Bajaj Bikes 5214 Hero Bikes influencing factor 625 Respondents using different models of TVS Bikes 5315 Bajaj Bikes influencing factor 636 Respondents using different models of Honda Bikes 5316 TVS Bikes influencing factor 637 Income Level of respondents 5417 Honda Bikes influencing factor 648 Customers using bikes since… 5518 Points given by customers for attributes 669 Usage of Bikes 5619 Bike Changing decision 6710 How Did customers get to know about bikes? 58
7. 8. CHAPTER –– 1 INTRODUCTION 8
8. 9. INTRODUCTION In today’s market the sales of the product is not the only way to get success, the services and the customer satisfaction is also important. The companies HERO, HONDA, BAJAJ, TVS are the world class companies in the two wheeler bikes. Those all are the highest two wheeler selling companies in India. But the performance and the customers approach toward those companies is important. The topic “A COMPARATIVE STUDY OF CUSTOMER SATISFACTION TOWARD PERFORMANCE OF HERO, TVS, HONDA AND BAJAJ BIKES” is a kind of survey that shows the performance of those companies. So this shows the customers view toward the companies and their problems about the companies. Here in this study, we try to analyze about the number of two wheelers and how many people are using two-wheeler? What motivates and influence them to buy two-wheeler? Which are the most preferable choices in two wheelers in case of motor cycles and scooters and the most recent two wheelers choice in the market? What are their consumer attitude toward performance of two wheelers bikes which influenced them and the reason to buy? So it is helpful to me in my future reference and that’s the reason I select this 9 topic for my project. STATEMENT OF THE PROBLEM In today’s intensely competitive environment, companies today are constantly looking for ways to attract customers by having a better understanding of changing customer attitude towards performance of two wheelers bikes. The ever changing market characteristics have huge impact on corporate decisions. The global environment also poses several complexities to marketer in understanding the market and consumer attitude. “A COMPARATIVE STUDY OF CUSTOMER SATISFACTION TOWARD PERFORMANCE OF HERO, TVS, HONDA AND BAJAJ BIKES”
9. 10. CHAPTER –– 2 LITERATURE SURVEY 10
10. 11. LITERATURE SURVEY In the review of literature I found that many researchers have contributed to this study about 'Consumer attitude toward performance of two wheeler bikes. Yet, these remain some area on the part of consumer attitude that needs to be taken notice of in my report. According to Anuj Kumar Kanojia, 2011 In his article explored the impact of consumer attitude on sales of two-wheeler in urban areas of India. However, the study also showed that urban and rural regions have different attitude when it comes to selecting the two wheelers bike model. According to Economic of times Ketan Thakkar, ET Bureau:- How critical India is to Hero Motor Co's fortunes became evident at the close of the last financial year. The Japanese company had forecast that it would sell 15.52 million motorcycles and all terrain vehicles (TVs) by March. It ended up falling marginally short (15.494 million) but that it was even able to get so close to the target was because its Indian unit grew at a cracking 30% pace. The numbers pretty much tell the story of what... ICRA EQUITY RESEARCH SERVICE: - HERO MOTOCORP LIMITED Results Update January 20, 2012, Hero Moto. Corp. Limited (HMCL), formerly Hero Honda Motors Limited, is the world’s largest two-wheeler (2W) company in terms of sales volumes, a position that it has been holding for the last nine consecutive years. HMCL was promoted as a joint venture (JV) between the Hero Group of the Munjal family and Honda Motor Company (HMC, Japan), with each holding around 26% equity stake in the company. However, in December 2010, the management of HMCL signed a new licensing agreement with HMC. The Hero Group and HMC agreed to restructure their respective equity positions in HMCL, as part of which, the Hero Group bought out the entire 26% of HMC’s stake in HMCL. HMCL has three manufacturing facilities located at Gurgaon (Haryana), Dharuhera (Haryana) and Haridwar (Uttarakhand) with an aggregate capacity to produce 6.15 million vehicles per annum as of March 31, 2011. 11
11. 12. Asian Journal of Technology Management Research / Vol. 01 – Issue: 02 (Jul - Dec 2011) according to him: - Hero Honda has a remarkable share in the market of the two wheeler industry of India. It has recorded more than 41 percent share in the segment during the period. Where Bajaj the local manufacturer of two wheelers has recorded second position sales percentage 26.70 but it is a significant growth during the period. Third place has grabbed by the TVS motors in the segment which has a share of 18.14 percent. SIAM, Imams Analysis: - Indian two wheeler markets, competition is intense with around 10 players competing for the share in the industry. These players include global giants like Honda, Suzuki and Yamaha as well as Indian players like Bajaj and TVS. The market leader in the domestic two wheeler industry is Hero Honda Motors, with a 42 per cent market share. It is the largest two wheeler manufacturer in the world and is closely followed by Bajaj Auto, which has a 27 per cent market share. TVS Motor is the third largest two wheeler manufacturer in the country; it has also established a manufacturing facility in Indonesia. Honda Motors is present in India as Honda Motorcycles and Scooters India Limited (HMSIL), a 100 per cent subsidiary, in addition to joint venture, Hero Honda. Another international player, its Suzuki, has recently entered the Indian market through its direct subsidiary. The industry is characterized by frequent product launches, with over 20 models launched in 2006-07. In the year 1984, Mr. Brijmohan Lal Munjal:- The Chairman and Managing Director of Hero Honda Motors (HHM), headed an alliance between the Munjal family and Honda Motor Company Ltd. (HMC). HHM Mission Statement is: “We, at Hero Honda, are continuously striving for synergy between technology, systems, and human resources to provide products and services that meet the quality, performance, and price aspirations of our customers. According to study of Mr. MUKESH KUMAR, SRM SCHOOL OF MANAGEMENT:- “Hero Honda Motors Ltd., the manufacturer of India Largest selling 100 CC Motorcycles was incorporated on Jan. 19, 1984. Hero Honda is a successful blend of 12
12. 13. two unique cultures world market leaders i.e. Honda Motor Company of Japan Hero Group of India. The partnership between Honda’s Manual’s to manufacture 100 CC Motor bike has been one of the most successful Indian joint Venture ever. HHML has brought to India a revolution on Two Wheeler by famous advertising campaign “Fill it-Shut It-Forget it “. Today 2 plants of HHML are located on Delhi- Jaipur highway”. According to Company, Media Reports, ICRA Hero Honda:- Hero Honda been adding 500-600 customer touch points every year and has doubled the count from 2,000 in March 2006 to 4,200 (includes around 800 dealers) in March 2010. To strengthen its presence in the rural markets, HHML had launched a dedicated rural vertical in 2007 - 08, which took several new marketing initiatives including launch of a national-level programmed to direct sales efforts in territories with a population of 5,000 and above. Management Punditz: Indian Two Wheeler Industries - 2011-2012:- Hero Moto Corp is now world’s largest manufacturer of two-wheelers. The company has benefited from the demand shift to motorcycles, as it focuses solely on this product segment (although has a product called Pleasure in Scooter segment). With fuel efficiency and riding comfort as the main selling points, HMC has been able to address a wide market and post robust sales growth even after its separation from the Japanese major Honda. Honda Motorcycle and Scooter India, Private Limited (HMSI) is the wholly owned Indian subsidiary of Honda Motor Company, Limited, Japan. Founded in 1999, it was the fourth Honda automotive venture in India, after Hero Honda, Kinetic Honda Motor Ltd and Honda Siel Cars India. The entry of Honda into the Indian market as HMSI began with the launch of the Honda Activa, a 100 cc scooter. A slightly modified trendier version of the Activa was soon launched, as the Honda Dio. Honda Eterno was launched thereafter to add to the portfolio of HMSI's scooters. The Honda Unicorn was the first motorcycle released by HMSI. The Honda Shine has since been released. 13
13. 14. According to Sriram on LinkedIn.... Shoppers' Stop Ltd:- In 2000 from the initial investor India Book House Ltd. Sriram stepped...He curated the Kala Ghoda Literature Festival from 2005 to 2010.Past: AVP (Research Consulting) at Trans Graph Consulting Pvt. Ltd., Senior Analyst at. (Received 12 September 2009; accepted 23 Janaury2010). Abstract. The purpose of the...Key words: Customer Evaluation, Brand Image, Quality ... techniques are suggested in the literature to.....Hero Honda Motors Ltd (HHML), Bajaj. Auto Ltd (Bajaj Auto) and TVS Motor..... Loyalty and positive word-of-mouth. Nov 25, 2009 ... 13HeroCycles Limited Hero Honda Motors Limited hero Cold..... This has helped Hero Cycles develop immense brand loyalty and customer satisfaction. ....Hero Cycles was ranked 3rd amongst top Indian Companies Review2000.... 38 CHAPTER 339 Literature review Ball and Brown (1968) were the first... May 6, 2008 ... Customer loyalty has been universally recognized as a valuable asset.... Nearly30 years after loyalty first appeared in the academic literature ... Indica Xeta, Bajaj Pulsar, Hero Honda, CD 100 and gold coins..... Article: NETTINGLOYALTY Article from: Grocer Article date: October 07, 2000 is… Nov 30, 2008 ... Customer Value Exchange Loyalty (If Exchange not Applicable)....Songs, Review, Story, MP3, Download, Trailer, Wallpaper, Picture.... NII invites application for Ph.D. Programmed for the Academic Year 2009-2010.... Bajaj Auto Ltd, India's second-biggest motorcycle and Hero Honda was in the first in the market. Hero Honda contributes 50% motorcycles to the market. In it Honda holds 46% ... per cent lower than in the West, have grown at 25% a year between 2000to 2005. ... Environmental issues, web usage, lead management and customer loyalty. According to Davis :- To maximize the customer-brand relationship on review of the literature we see that family decision-making process has been. These trust levels are not only associated 14
14. 15. with brand equity and band loyalty but also Hero Honda being the key player. Bajaj by far is the number one... We are very excited to launch Audire - the IIM ABC Consulting Review:- Joint effort of the.....off in other ways: the share of Hero Honda in ... dramatic shift in fortune from March 2000 when it..... Customer base of both the standards by lying out..... Entrepreneurship literature, it is clear that a key. Customer's impression regarding such products will enhance the tendency to shift ... because there salting brand loyalty lowers customers' sensitivity to price. ... Uses of a differentiation strategy are Hero Honda, HLL, in their 1999 Harvard Business Review article Creating New Market Space. 15
15. 16. CHAPTER –– 3 INDUSTRY PROFILE 16
16. 17. INDUSTRY PROFILE TWO WHEELERS INDUSTRY IN INDIA The two wheeler industry in India is one of the largest in the world and one of the fastest growing globally. India manufactures over 18 million vehicles including four wheeled vehicle every year. It is the world's second largest manufacturer of motorcycles, there are eight key players in the Indian market that produced 13.8 million units in the year 2010-11.At present the dominant products of the automobile industry are two wheelers with a market share of over 75%. The industry has attained a turnover of more than USD 35 billion provides direct and indirect employment to over 13 million people. Currently, India is the second largest producer of two-wheelers in the world. It stands next only to China and Japan in terms of the number of two wheelers produced and the sales of two-wheelers respectively. There are many two-wheeler manufacturers in India. The major players in the 2-wheeler industry are Hero ,Bajaj Auto Ltd (Bajaj Auto), TVS Motor Company Ltd (TVS) and Honda Motorcycle Scooter India, Private Limited (HMSI) accounting for over 93% of the sale in the domestic two wheeler market. It is noteworthy that motorbikes segment’s share is just below 80% of the total 2W market in India which is dominated by Hero a n d Honda with a market share of 59%. Scooter segment’s market share is about 18% which is led by Honda Motorcycle Scooter India, Private Limited (HMSI) with a market share of 43%. Three-fourth of the total exports in the two wheeler automobile industry is made in the motorcycle segment. Exports are made mainly to South East Asian and SAARC nations. The level of technology change in the Motor vehicle Industry has been high but, the rate of change in technology has been medium. Investment in the technology by the producers has been high. However, further investment in new technologies will help the players to be more competitive. Currently, India’s increasing per capita disposable income which is expected to rise by 106% by 2015 and growth in exports is playing a major role in the rise and competitiveness of the industry. The Indian two wheeler industry has come a long way since its humble 17
17. 18. beginning in 1948 when Bajaj Auto started importing and selling Vespa scooters in India. Since then, the customer preferences have changed in favor of motorcycles and gearless scooters that score higher on technology, fuel economy and aesthetic appeal, at the expense of metal bodied geared scooters and mopeds. These changes in customer preference have had an impact on the fortunes of the lead manufacturers. The erstwhile leaders have either perished or have significantly lost market share, whereas new leaders have emerged. The two wheeler industry consists of three segments viz., scooters, motorcycles and mopeds. With an expanding market and entry of new players over the last few years, the Indian two wheeler industry is now approaching a stage of maturity. Previously, there were only a handful of two wheeler models available in the country. At present the dominant products of the automobile industry are Two Wheelers with a market share of over 75% and passenger cars with a market share of about 16%. Commercial vehicles and three wheelers share about 9% of the market between them. The industry has attained a turnover of more than USD 35 billion and provides direct and indirect employment to over 13 million people. The Indian two-wheeler industry has come a long way since its humble beginning in 1948 when Bajaj Auto started importing and selling Vespa Scooters in India. Since then, the customer preferences have changed in favor of motorcycles and gearless scooters that score higher on technology, fuel economy and aesthetic appeal, at the expense of metal-bodied geared scooters and mopeds. These changes in customer preferences have had an impact on the fortunes of the Players. The former leaders have either perished or have significantly lost market share, whereas new leaders have emerged. With an expanding market and entry of new players over the last few years, the Indian two wheeler industry is now approaching a stage of maturity. Previously, there were only a handful of two-wheeler 18 models available in the country. Consumers are very important for the survival of the Motor Vehicle manufacturing industry. In 2008-09, customer sentiment dropped, which burned on the augmentation in demand of cars. The key to success in the industry is to improve labor productivity, labor flexibility, and capital efficiency. Having quality
18. 19. manpower, infrastructure improvements, and raw material availability also play a major role. Access to latest and most efficient technology and techniques will bring competitive advantage to the major players. Utilizing manufacturing plants to optimum level and understanding implications from the government policies are the essentials in the Automotive Industry of India.