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Volume 1, Issue 8 (October, 2013)

INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW

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A STUDY ON CUSTOMER PREFERENCE AND SATISFACTION TOWARDS TWO

WHEELERS WITH SPECIAL REFERENCE TO RG MOTORS, PERUNDURAI

*R.GOMATHI **M.GOMATHI

*Assistant Professor, Department of Management Studies, Surya Engineering College, Erode

**Assistant Professor, Department of Management Studies, Surya Engineering College, Erode

ABSTRACT

This study has been conducted to analyses the customer preference and satisfaction level with special

reference to two wheelers in RG motors Perundurai. Customer satisfaction includes mileage, good

features, pickup& speed, resale value etc. This study has been conducted with special reference to

supreme motors. It has been conducted at various areas of Erode district like Perundurai, Chennimalai etc.

This study has been conducted using Stratified random sampling method with a sample size of 400

customers. In this study Percentage analyses, Chi-square Test, Factor Analysis were used for analysis and

interpretation of data. Based on the analysis, it is represented with suitable charts. The researcher has

found that the preference and satisfaction level about the vehicles were good, the opinion about the Dealer

is satisfactory. And also the researcher analysed that various features and parameters regarding to the

vehicle, opinion about the overall performance of the vehicle, which has been suggested to the dealer.

Key Words: Customer Preference, Customer Satisfaction

Period of Study: 3 months (From April 2013 – June 2013)

INTRODUCTION OF THE STUDY

The two wheeler industry has been going steadily over the years all over the world. India is not an

exception for that. Today India is the second largest manufactures of two wheelers in the world. It stands

next only to Japan and China in terms of number of two wheelers produced and sold. Until 1990 geared

scooters dominated the two wheelers market so much so that their sales equaled the combined sales of

Motor cycles and Mopeds. Today the customer preferences have shifted from geared scooters to

motorcycles and also to an extent to the premium end scooters. With rising fuel cost and more recently

stringent emission norms imposed by the government, there is a distinct consumer preference for high

efficiency.

Earlier the customer used to buy a two wheeler based on its reliability and price comfort and

utility were the two basic traits he needed in the two wheelers. Now with the opening up of the economy

and availability of new design and technology the consumer is increasingly according greater priority to

power and style.

An interesting trend is the shift in the reference towards Japanese designed two wheelers as

compared to the Italian designed machines. In the last one year the motorcycle segment has consistently

kept its growth chart intact and grown by 30%. Its share is increasing year by year. Today motorcycles

command 58% of total two wheeler industries.

ISSN:2321-0346-Online ISSN:2347-1670-Print

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Hero Honda alone commands nearly half of the market shares that is 48%. A key trend in the motorcycles

segment has been the single-minded preference for 4 stroke engines in motor cycles.

The company’s innovative functioning made it known to every body in India. We can analyze its

performance with its market share by comparing it with others like Bajaj, LML etc.

MANUFACTURER 2005-06 2006-07 GROWTH (%)

HERO HONDA 3, 01,577 3, 14,567 4.31

BAJAJ AUTO 2, 72,271 2, 06,208 -24

TVS 1, 62,200 1, 15,097 -29.04

HONDA 1, 40, 36 1, 20,287 -7.89

In the present study title “Customer Satisfaction towards Motor Cycle”, all the aspects with reference

to nature of consumer and his attitude towards style of the bike, mileage, his opinion towards after sales

service, maintenance and opinion on the issue that whether Honda bikes are suitable for rugged roads

etc., have been studied carefully.

CUSTOMER SATISFACTION

1 Satisfaction is level of persons felt state resulting from comparing a products performance in relation

to the person’s expectation.

2 Thus the satisfaction level is function of the difference between perfervid performance and

expectation. A customer could experience one of the three board levels of satisfactions, if the

performance falls short of expectation the customer is dissatisfied, if the performance matches, the

customer is satisfied, if the performance exceeds expectations, the customer is highly satisfied,

pleased or delighted.

3 Expectations are made on the basis of the buyers past experience statements by friends and associates

and marketer and competitor information and promises. If marketer raise expectation too high, the

buyer is likely to be sis appointed. Some of the most successful companies are arising expectations

and delivering performances to matches. These companies are aiming for total customer satisfaction.

CONSUMER PERFERENCE

Preference can be described as “how we see the world around us “. Two individuals may be

subject to the same stimuli under apparently the same conditions, but how they recognize them select

them, organize then interpret them is an highly individual process based on each persons own needs

values and expectations the influence that each of three variables has an perceptual process, and its

relevance to the marketing will be explored in some detail.

Preference can be defines as a process by which individual selects, organize and interprets stimuli

into a meaningful and coherent picture of the world. A stimulus is any of input to any of the sense.


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COMPANY PROFILE

RG Motors is one of the two wheeler dealer in Erode. In the beginning they started the

Bus service, but from 2005 it started sales and service of two wheelers dealership with Hero in Erode.

In 2011 according to their performance of the sales they have given dealership of the spare parts

distribution to 8 districts. In 2012 they are given additional workshop in erode for better performance and

increasing sale

FUNCTIONS OF VARIOUS DPARTMENTS:

SALES AND SERVICE:

Sales Department is responsible for the sales and distribution of the products to the different

regions.

Service Department is responsible for improved customer satisfaction and Customer relation

management.

MARKETING:

These are the main section of the market departments:

Promotion Department decides on the type of promotion method for the products, arranges

advertisements and the advertising media used.

Distribution Department transport the products to the market.

ACCOUNTS:

Book Keeping

Preparing Final Accounts

Providing Management Information

Management of wages

Raising Finance

DESCRIPTION OF CORE ACTIVITIES:

PURCHASING:

Two Wheelers Purchasing:

They are purchasing two wheelers from manufacturing company of Hero Honda for sales.

Spare Parts Purchasing:

They are also purchasing spare arts of two wheelers from manufacturing company of Hero

Honda for sales.

STORING:

After purchasing of two wheelers and spare parts they are store that in warehouse.

SALES:

Two wheelers sales:

They are selling the two wheelers to different customers.

Spare parts sales:

They are also selling two wheeler spare parts to different type of customer.

SERVICE:

Two wheeler service:

They are giving two wheeler services in different period to customer from purchasing of

vehicle.

Spare parts change


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OBJECTIVE OF THE STUDY:

1. To study the existing consumer preference

2. To know the satisfaction level of customers towards the two wheelers.

3. To know the existing features on two wheelers.

4. To know the drawback of two wheelers other than vehicles in RG motors.

SCOPE OF THE STUDY:

The study would help the company to know the customer’s satisfaction towards competitor’s product.

The study would focus on the competitor’s product features. This study will help us to know the

satisfaction level of the customers. The study will also help the company to increase the level of the

customers in future. This study reveals actual attitude of the customers. Similar type of study can be made

for other organization also.

LIMITATION OF THE STUDY:

Limitation of this survey was carried within a short period of Six months. The sample selected cannot be

judged ass error free as the respondents and their attitudes are heterogeneous in nature and the chance of

based information to keep in cannot be eliminated. The study has been restricted in town Perundurai. As

such the results cannot be generalized. Since only a sample of 400 was selected due constraints it is

difficult to generalized and to come conclusion.

RESEARCH METHODOLOGY

RESEARCH DESIGN

The research design used for this project by the researcher is descriptive research design.

SOURCES OF COLLECTED DATA AND METHOD: -

PRIMARY DATA: It is collected though survey method though direct communication with respondents

that questionnaire administrated to the respondents and doubt relating the question were explained and

clear it is also a questionnaire in design to interview customer.

SECONDARY DATA: Secondary data is starting point of research and offer the advantage of low cost

and ready availability the investigation for this research started by examine secondary data to collect

information regarding the objective of the study the sources were

Periodicals, journals, and books: - Business periodicals were studied.

RESEARCH INSTRUMENT:

An open end and close end Questionnaire designed to suit the customers’ ability and suitability of

answering in their own words it is simple a formalized schedule to obtain and record specified relevant

information.

SAMPLE SIZE:

A sample size of 400 customers decided to be an idle sample for the purpose of study.


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STATISTICAL TOOLS USED:-

• Percentage Analysis

• Factor analysis

• Correlation

R E VI EW O F LI TER A T UR E

SchiffmanG.Leon and Kanuklazare Leslie (2001) – Study of the customer preference is the study

of how individuals make decisions to spend their available resources (Time, Money and Efforts) on

consumption related items. It includes the study what they buy, why they buy it, when they buy it, where

they buy it, how often they buy it and how often they use it. The primary purpose for the study consumer

preference as a part of marketing curriculum is to understand how and how customers make their

purchase decisions. There insights enable marketers to design more effective marketing strategies.

Howard John H., and Sheth, Jagdish N (2000) - Consumer preference is the process whereby

individuals decide what, when, where, how and from whom to purchase goods and services.

Consumer preference may be viewed as an orderly process here by individual interacts with

his environment for the purpose of making market decision on products and services.

ANALYSIS AND INTERPRETATION

TABLE NO: 1

Professional Group of Two Wheeler Respondents

S.NO PARTICULARS RESPONDENTS PERCENTAGE

1 Govt. Employee 146 36

2 Self Employee 92 23

3 Private 110 28

4 Student 52 13

TOTAL 400 100

INTERPRETATION:

From the table exhibits that 36% of the respondents are Government Employee, 28% of the

respondents are doing the Private Employee, 23% of the respondents are Self Employee and 13% of the

respondents are students.

TABLE NO: 2

Respondents Education Qualification

S.no Educational qualification Respondents Percentage

1 PG 31 8

2 DEGREE 117 29

3 DIPLOMA 92 23

4 S.S.L.C 123 31

5 UNEDUCATED 37 9

TOTAL 400 100


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INTERPRETATION:

From the above table, it is clear that 31% of the respondents are coming under S.S.L.C

category,29% of the respondents are having Degree category in educational qualification, 23% of the

respondents are coming under Diplamo,9% of the respondents are coming under Uneducated category in

education qualification,8% of the respondents are PG level of education.

TABLE NO: 3

Reasons for Purchasing the Vehicle by the Respondents


1 Mileage 270 67

2 Pick-up 63 16

3 Price 51 13

4 Design 10 3

5 Comfort 6 1

TOTAL 400 100

INTERPRETATION:

The above table depicts that 67% of the respondents purchase the vehicle for Mileage, 16% of the

respondents purchase the vehicle for Pick-Up, and13% of the respondents are purchase the vehicle for

Price, 3% of the respondents purchase the vehicle for Design and the remaining 1% respondents purchase

the vehicle for Comfort.

TABLE NO: 4

Factors That Influence Of Respondents


1 Family / relatives 63 16

2 Friends 51 13

3 Show room 123 31

4 Magazines 9 2

5 Advertisement 154 38

TOTAL 400 100

INTERPRETATION:

Form the above table 38% of the respondents are influenced by the advertisement given by the

dealer and 31% of the respondents are information influence on Showroom, 16% of the respondents

purchase the two wheelers for Family/Relatives,13% of the respondents are information influenced in

Friends,2% of the respondents are information influenced in Magazines.


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TABLE NO: 5

Respondents Opinion about Overall Performance of Two Wheelers


1 Highly satisfied 171 43

2 Satisfied 126 32

3 Neutral 57 16

4 Dissatisfied 35 9

5 Highly dissatisfied 11 2

TOTAL 400 100

INTERPRETATION:

From above that table reveals that 43% of the respondents are Highly satisfied,32% of the

respondents are satisfied.16% of the respondents are Neutral,9% of the respondents are Dissatisfied and

2% of the respondents are Highly Dissatisfied in overall performance of two wheelers.

TABLE NO: 6

Correlations

Relationship between qualification and overall performance

Variables Particulars Qualification Over performance

Qualification Pearson Correlation 1 .140**

Sig. (2-tailed) .005

N 400 398

Overall

performance

Pearson Correlation .140**

1

Sig. (2-tailed) .005

No. of Respondents 400 400

**. Correlation is significant at the 0.01 level (2-tailed).

INTERPRETATION:

The above table indicate that Significant value is 0.005 which is greater than (P<0.05), hence the

Null hypothesis is accepted.

There is a Positive impact of Qualification & Overall performance.

SUGGESTIONS

1. It is suggested to two wheelers to increase the initial pick up of models like splendour and

passion. The Company should offer some discounts etc seasonally in order increase the sales. RG

motors should more concentrate or customers those are ago between 21-30 years because large

Hero customers are between 20 to 30 Years.


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2. RG motors should run frequent promotional campaigns and also free service one/ two-day camp.

Twill enhances the satisfaction and brand awareness. The major source of awareness of two

wheeler is electronic Media so the company should give more concentrate to television

advertisements and also take necessary measures of the improvement of other source like

Magazines and newspapers.

3. The companies have to reduce cost of vehicle. The companies have to reduce the price of spare

parts. The respondent feels that more offers and price discount should be provided. The agencies

have to give more exchange offers. The companies have to increase the fuel tank capacity of two

wheelers.

CONCLUSION

We should profitable achieve our business objectives by retaining current customers and gaining

new one by continually meeting and exceeding their needs and expectation. So, continues

customer satisfaction and customer preference measurement is essential. The study is aimed to

measure customers preference and satisfaction towards various features of the motorbikes, provides a lot

of suggestions. If the organization thoroughly studies the suggestion and implement the suggestions

provided. Then, there is no doubt that it would always remain satisfying and preferring the customers. It

would be able to attract some more loyal customers of the competitors.

REFERENCES

1. Roger D. Blackwell, Paul W.Miniard, James F. Engel “consumer behavior” Harcourt college

publishers. 9th Edition pp-7

2. Leon g schiffman Leslie lazar kanuk, “consumer behavior” Prentice Hall of private limited, Eight

edition, 2003 pp.8

3. Kotler Philip, Principles of Marketing, Sultan Chand and Company Ltd., New Delhi, 2002

4. Kothari C.R., Research Methodology, Wishwa Prakashan, New Delhi, 1985(Reprint 2003)

5. D. Aaker, V. Kumar, and G. Day - Marketing Research, Singapore, John Wiley & Sons (ASIA)

Pte Ltd, Seventh Edition, 2003

6. Gilbert A. Churchill, Jr., Marketing Research Methodological Foundations, USA, The Dryden

Press, Fifth Edition, 1991


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