ARESEARCH METHODOLOGYPART II OF PROJECT IN MBA IV SEMESTERCUSTOMER SATISFACTION OF HONDA

SUBMITED FOR SEMINOR PRESENTATIONBYB.SAI PRASANNA KUMARHT.NO.13QP1E0006DEPARTMENT OF MANAGEMENT STUDIESMASTER OF BUSINESS ADMINISTRATION

KHAMMAM INSTITUTE OF TECHNOLOGY & SCIENCESPONNEKAL (VILLAGE), KHAMMAM (RURAL), KHAMMAM DIST-507170(APPROVED BY A.I.C.T.E., NEW DELHI & AFFILIATED TO J.N.T.U HYDERABAD)(2013-2015)

CHAPTER IIINDUSTRY PROFILE&COMPANY PROFILE

INDUSTRY PROFILEMotorcycles have made their debut around the 1950s; this section looks at the two wheelers which have over the years caught the imagination of the country. It was in the year 1954 that the Indian government ordered for totaling number of 800 motorcycles to man the Pakistani borders. The bullets which were initially launched in England as a 350cc bike and it was upgraded to 500cc a year or so later. These bikes have remained unaltered, barring some cosmetic changes which have undergone over the years. Thus one can say without much of the doubt that the 1955 Bullet was one of the initial hits of the Indian two wheeler industries and till today it continues to be a darling of the motorcycle enthusiasts. Enfield Bullet had a close competition with another study bike named Rajdoot; as the bike was strong enough to handle the rough Indian roads. The company had roped in Indian He-Man Dharmendra for the promotion of the Bike. With more than 1.6 million vehicles on the road the Rajdoot motorcycle was one of the initial hits of the earlier years of two wheeler industry in the country. When heavy motorcycles were the order of the day a relatively lighter bike had caught on the imagination of the Indian 2 wheeler user. Ind-Suzukia bike launched by the then TVS Suzuki group was an instant hit. However the bike could not sustain its initial success due to the high import content in the vehicle and less of the localization. In Scooters Bajaj Chetak has been hugely responsible for adding momentum, to the transport system of the country, till today it remains one of the most successful brands to have come out of the Bajaj Stable. The scooter is named after the Horse of Legendry Rana Pratap Singh; these sets of two wheels have become a part of the Indian milieu and are often considered a representative of the Indian middle class operation. Very few 2 wheelers have been able to emulate the success, which Bajaj Chetak has achieved over the years. Similarly LML Motors enjoyed a reasonable success with the launch of LML select which came with new age technology and improved performance.Today newer models of 2 wheeler are entering the market every day, slowly pushing these names down the memory lane. However names like Chetak, Rajdoot and Bullet will always find a mention in the history of 2 wheelers in the country.About 2 wheelers:The motorcycle has entered its third century, and the two wheeler has come a long way from its origins as a bicycle with an engine. Its new celebrated in the museums and is revered as a symbol of rebellion and freedom. With the meteoric rise in gas prices in the first decade of 21st century, many former riders are returning to motorcycles to save on gas and to create less impact on the environment. History:The first motorized two wheeler was built by SYLVESTER HOWARD ROPER of Massachusetts in 1867. The inventor demonstrated his steam powers motorbike at fairs along the east coast. It featured hand grip twist throttle and a 2 cylinder engine fired by coal. It did not catch on. The German inventors Gottlieb Daimler and Wilhelm May Bach produced the Reitwagen (Riding Car), the first gas powered bike in 1885. The German Company Hildebrand & wolfmuller debuted the first bikes for sale to the public in 1894. All the major motorcycle brands that are still around today. Were founded in the period of 1902 to 1955. Triumph (1902), Harley-Davidson (1903), Honda (1946), Suzuki (1952) Kawasaki (1954) and Yamaha (1955).Types:Motorcycles are classified as either street or off-road. Off-road Bikes are built to with stand the vagaries of travelling over unpaved terrain. There are 3 basic types of Street motorcycles. A standard bike usually doesnt have the room of lots of luggage or accessories and the rider is positioned upright with his knees below his waist. Cruisers are larger, with lots of room for baggage and other extras. The cruiser rider usually sits low in the saddle, reclined back a little, arms extended farther to the handle bars. The third category, the Sport Bike usually has plastic fairing and is much lighter faster and more maneuverable than standards and cruisers, the riding profile is a lean towards the handle bars. Each of these categories has sub categories of specialized motorbikes, including the sport tourer, which has more room for luggage and a more upright rider profile.

Popularity:Motorcycle sales worldwide grew by 6.5 percent during the economic downturn of 2008. According to Bloomberg.com. The insurance institute for Highway safety estimates that motorcycle registrations in the United States grew by 51 percent between 2000 & 2005. Safety:Fatal accidents involving motorcycles are far higher than cars. Data from the U.S department of Transportations 2005 Fatality Analysis Reporting System report (the latest available of this writing) indicates there were 25.32 car crashes resulting in a fatality per 100, 00 passenger cars in that year, compared to 85.93 fatalities per 100,00 re4gistered motorcycles. The biggest causes of motorcycle rider fatalities are passenger vehicles making an illegal turn into the rider and riders taking turns too wide and going off the road. Fuel Efficiency:The United States govt. does not require fuel emissions standards for motorcycles and the industry does not have a standardized method for computing miles per gallon. Modern motorcycles average around 50 miles per gallon.Two Wheeler Models:The two wheelers have played a pivotal role in the surging growth of the Indian automobile industry. Over the years domestic sale of various brands of 2 wheelers has grown in large numbers. Even, in exports, the 2 wheelers have been able to maximize the profit margin of various 2 wheelers manufacturers. There are mainly 3 models of 2 wheelers namely, Scooter & motorcycles & mopeds. In recent years, the 2 wheeler industry has witnessed a sea change. During the yesteryears the scooters used to have about 50 % of the Market share and the rest were divided between the motorcycles and mopeds. But now the trend indicates the people are referring motorcycles more than the scooters. At present there is a huge demand for the motorcycle models in India.

Two Wheeler Companies:There are a number of 2 wheeler companies in India. The produced vehicles of extremely high standard. Some of the leading 2 wheeler manufactures in India are Bajaj Auto, TVS motors, Kinetic Motors, Suzuki Motor Corporation, Royal Enfield Motors India, Yamaha motor India, LML India & Honda Motor Cycle & Scooters India Pvt Ltd. Many of 2 wheelers manufactured by these companies are exported to countries in South East Asia, Africa & South America. Motorcycles are as usually priced higher than that of the scooters and mopeds.There are even equipped with more features for faster travel based upon the engine displacements and power capacity motor cycles are further classified as ; Road Bikes , Trial Bikes, Racing Bikes, & Touring Bikes. Most of the motorcycles in India come with engine capacity of about 100cc to 250cc.The engine capacity of Scooters as usually varies between 100cc to 150cc. Mopeds have small engine capacity ranging between 50cc to 100cc. most of the automobile companies in this segment are always coming up with newer variants of different models of 2 wheelers. To be in the long run these companies are even adding more number of features to these vehicles. Bike models become popular when they are as good in appearance as in the performance. Two wheeler bike models in India also get popular when they are in good price range along with other attractive features.Two wheelers in India:India is the second largest producer of two wheelers in the world. In the last few years the Indian 2 wheeler industry has seen spectacular growth. The country stands next to China & Japan in terms of production and sales respectively.Majority of Indians, especially the youngsters prefer motorbikes rather than cars. Capturing a large share in 2 wheeler industries, bikes and scooters cover a major segment. Bikes are considered to be the favorite among the youth generation, as they help in easy communication. Large varieties of 2 wheelers are available in the market. known for their latest technology and enhanced mileage. Indian bikes, scooters and mopeds represent style and class for both men and women in India. Benefits of 2 wheelers:Two wheelers are the most popular and highly sought out medium of transport in India. The trend of owning 2 wheelers is due to its:Economical price.Safety.Fuel-efficient.Comfort level.However, few Indian bike enthusiasts prefer high performance imported bikes. Some of the most popular high speed bikes are Suzuki Hayabusa, Kawasaki Ninja, Suzuki Zeus, Hero Honda Karizma, and Bajaj Pulsar & Honda Unicorn. These super bikes are specially designed for those who have a zeal for speedy drive. Browse through the pages and catch all the details of high performance 2 wheelers in India. Know more about latest launches and happenings in 2 wheelers industry.Two wheeler sales maintain scorching growth.The 2 wheeler industry has reported robust sales for the month of May. Major companies reported improved sales year over year (YOY).Bajaj autos sale including the sale of 3 wheelers rose to 62 % at 300000 units vs. 185000units (YOY) while TVS motors registered a sale of 154667 units and increase of 30%. Hero Honda, the countrys largest 2 wheeler maker, saw sales jump 14% to 4,35,933 units.Bajaj autos exports were up 60% at 96000 units vs. 60000 unitsYOY. The companys motorcycles sale grew 63 % at 27000 units while its 3 wheeler sales were at 30000 units to 20000 units last year. up 52%the companys new Discover 150cc sold 12000 units in May and the target for June is 25000 units. Bajaj auto expects its exports to go up to 100000 units in June.Hero Honda motors senior vice president marketing & Sales Anil Dua said the 14% growth in May is very satisfying, coming as it does over the high base of our sales last year. We had significant contributions from segments resulting in this achievement. The companys scooter Pleasure recorded sales of over 24000 units last month, he added.TVSs sales for motorcycle rose 26.94% to 67906 units from 53495 units in the year ago period. The Company said its exports in May surged 62.07 % to 18046 units against 11135 units in May 2009. Companys 3 wheeler sales soared over three fold to 2313 units in May from 707 units in the same month of last year. Two wheelers by brands:BAJAJ AUTOHONDA MOTORCYCLE AND SCOOTERS INDIA PVT LTDLML INDIA SUZUKI MOTORMAHINDRA 2 WHEELERSHERO ELECTRIC MONTO MOTORSTVS MOTORSHERO HONDAKINETICROYAL ENFIELDYAMAHA MOTORS

COMPANY PROFILEAbout UsHonda has been the world's largest motorcycle manufacturer since 1959, as well as the world's largest manufacturer of internal combustion engines measured by volume, producing more than 14 million internal combustion engines each year. Honda became the second-largest Japanese automobile manufacturer in 2001. Honda was the eighth largest automobile manufacturer in the world behind General Motors, Volkswagen Group, Toyota, Hyundai Motor Group, Ford, Nissan, and PSA in 2011.Honda was the first Japanese automobile manufacturer to release a dedicated luxury brand, Acura, in 1986. Aside from their core automobile and motorcycle businesses, Honda also manufactures garden equipment, marine engines, personal watercraft and power generators, amongst others. Since 1986, Honda has been involved with artificial intelligence/robotics research and released their ASIMO robot in 2000. They have also ventured into aerospace with the establishment of GE Honda Aero Engines in 2004 and the Honda HA-420 Honda Jet, which began production in 2012. Honda invests about 5% of its revenues in research and development.

Because the water raises rice and the fishes live in the water, I dont want to contaminate it.

Soichiro Honda (1906 1991), the founder and president of the Honda Motor Company, got his start at his father's bicycle repair shop. As a child, he spent hours fixing bikes and learning from his father, who was also a blacksmith.Honda was born on November 17, 1906, in Japan's Shizuoka prefecture, where, given that bicycles were only just starting to become popular, Honda's glimpse of a Model T one day became a life-changing event: "I could not understand how it could move under its own power. And when it had driven past me, without even thinking why, I found myself chasing it down the road as far as I could run." In 1922, that love of automobiles inspired him to leave home at age 15 to apprentice at Art Shokai, an automobile repair shop in Tokyo. The shop's owner saw in Honda a hard worker processing technical expertise unusual in one with only an elementary school education. Sochiro Honda has more than 100 patents to his name, including new engine designs for both motorcycles and automobiles. "At Art Shokai...the Old Man learned so much by doing real work with real machines," said Kihachiro Kawashima, who succeeded Honda at the Honda Motor Company upon his 1973 retirement. "He didn't just have theoretical knowledgehe was an expert at all sorts of practical tasks like welding and forging. Those of us who had only studied the subject on paper from an academic standpoint just couldn't compete." In 1928, Honda completed his apprenticeship and opened a branch of Art Shokai in Hamamatsu, with his new wife Sachi serving as bookkeeper and cook for the staff. Honda began building everything from dump trucks and a repair lift for cars to racing cars using old airplane engines, and began to dream of expanding into manufacturing. But his investors, loathe to tamper with a profitable business model, refused to back him.

Undeterred, in 1936, Honda started a separate company, Tokai Seiki Heavy Industry, where after putting in a full day at Art Shokai, he made piston rings at night. Though his first order of piston rings, made for Toyota, was rejected, Honda refined the processone of the 100 patents he would receive would be for piston designand his business, which became a 2,000-employee supplier of parts for Toyota and Nakajima Aircraft, among other companies. Honda was a maverick whose best ideas emerged from the most pressing constraints. During World War II, when the Ministry of Munitions took control of Tokai Seiki, he developed a technique for mass-producing wooden airplane propellers for the war effort that turned out two propellers every half hour as opposed to the week it previously took for one propeller to be hand carved manually. And after the war, with gasoline scarce, Honda, opened the Honda Technical Research Institute, where he built small2-stroke, 50-cc modified engines that could be attached to bicycles, like the one he used to get around post-war Tokyo. In 1949, the Honda Motor Company, Ltd., released the first "Dream Type-D" motorized bicycle, made of pressed steel, because quality steel pipe was hard to come by, and painted maroon, a stylistic departure from the black paint of other motorcycles on the road. It was an immediate hit with the Japanese public. In 1953, the Honda C-100, followed, and it was that fuel-efficient diminutive bike that in 1959 became the world's biggest selling motorcycle. But profit wasn't Honda's only motive. In March 1954, he informed employees that he had his sights on the Isle of Man Tourist Trophy, the most prestigious motorcycle race in the world: "Since I was a small child, one of my dreams has been to compete in motor vehicle races all over the world with a vehicle of my own making. " Noting that never before had a Japanese entered the race with a made-in-Japan motorcycle, Honda enlisted his workers in the creation of a 250-cc (medium class) racer capable of clocking 180 km/hr, a project that would "bring together the full strength of Honda Motor Co. . The future of Honda Motor Co. depends on this, and the burden rests on your shoulders." Five years later, Honda and his workers made headway, when a team of Honda 250 ccs finished 6th, 7th, 8th and 11th in the Isle of Man 125-cc light-weight class, and won the Manufacturers' Team Award. In Germany in 1961, a 250-cc Honda became the first Japanese bike to come in first in a World GP event.

Honda introduced the Honda Dream in 1959. In September 1959, an American Honda Motor Company storefront in Los Angles introduced the Honda Dream, the first of several small bikes that, by 1964, were selling 100,000 a month globally. But Honda, never one to rest on his laurels, shifted gears again and jumped into the Japanese auto industrydespite a Japanese Ministry of International Trade and Industry ban on new car companies. "Government officials ... become an obstacle when you try to do something new," he once said. Nevertheless, in 1963, Honda began producing the lightweight fuel-efficient cars in Japan that were the precursors to the 2-cylinder N600 sedan that would hit American shores in 1969. 1971's Z600 coupe followed and then in 1973, the Honda Motor Company introduced the Honda Civic hatchback. But it was with the Compound Vortex Controlled Combustion Engine (CVCC)and the energy crisis of the mid-1970sthat Honda made history. An inventive technical response to market conditions, the CVCCloaded Civic complied with new stringent U.S. exhaust emission standards without a catalytic converter, something other car companies said couldn't be done. The Civic was an immediate hit, and from 1972 to 1974 it won the Car of the Year Japan award. In 1979, Honda opened its first U.S. plant. By then, Honda was all but retired, largely devoting himself to public service. He received the Order of the Sacred Treasure, first class, the highest honor bestowed by Japan's emperor. In 1980, the year Honda Motor Company became the world's third largest automaker, ASME established the Soichiro Honda Medal "in recognition of Mr. Honda's exemplary achievements in the field of personal transportation." He was inducted into the Automotive Hall of Fame in 1989, taking his place beside Henry Ford, Walter Chrysler, Alfred Sloane of General Motors and Karl Benz. Honda died on August 5, 1991 from liver failure, at age 84. His wife, Sachi, and three children survived him.ObjectiveThe Honda Young Engineer and Scientist Award in India (YES Award in India) program is designed to strengthen Japanese ties with India through provision of financial aid to young engineers to encourage specialized study in ecotechnology as well as provide an opportunity to acquire higher professional education in Japan.This is part of the Honda Foundation (HOF) efforts to strive for a more environmentally balanced development of the industrial and science-based modern civilization including India, which has enjoyed fast-paced growth in economy since its liberalization in 1991.Honda Motor India Pvt. Ltd.Honda Motor India Pvt Ltd (HMI), the wholly owned subsidiary of Honda Motor Co. Ltd., Japan, formally began its operations on 1st December 2006 from its corporate office in Greater Noida (Uttar Pradesh).HMIs business objective is to strengthen, integrate and create operational synergy amongst Honda subsidiaries in India especially in areas like Spare Parts Operations, Information Technology & General Administration with a view to serve Hondas customers efficiently & improve their satisfaction.HMI has already synergized the spare parts operation of Honda Siel Power Products Ltd., Honda Siel Car India Ltd. & Honda Motorcycle & Scooter India Pvt Ltd.The regional parts centers established by HMI across India result in delivery of Spare Parts to the customers at the right time at the right place & at the right cost. HMI is also focusing on Honda CSR initiatives in India & in YES Award is one such initiative of HMI.As the Only Honda in Indian Two-wheeler industry, Honda Motorcycle & Scooter India Pvt. Ltd. (HMSI) is the 100% owned subsidiary of Honda Motor Company Ltd. Japan. It started Indian operations in May, 2001 at IMT Manesar (Haryana) and has acquired over 12 Million happy customers in its 12th year of successful operations. Today, HMSI is recognized as the fastest growing 2 wheeler company in India. Growth: During FY 2012-13, HMSI achieved record breaking sales of 27.54 lac units and became the 2nd largest 2Wheeler Company in Indian two-wheeler market with a significant 31% growth. Overall, in current fiscal 2013-14, HMSI aims to sell 39.3 lac units and register a phenomenal 43% growth over previous year. Expansion: HMSI reached its peak production level of 16 lac units at its Manesar (Haryana) facility in 2010. To serve customers faster, HMSI added fresh 12 lac unit annual production capacity at its second plant in Tapukara (Rajasthan) in FY11-12. To further meet increasing customer demand, Honda has inaugurated its third plant of 12 lac unit production capacity at Narsapuram (Dist. Kolar, Karnataka) on May 28, 2013 and production commenced starting June13. Overall, HMSI cumulative production capacity from its 3 plants is 40 lac units annually. An additional 6 lac unit capacity expansion announced at 3rd plant will take production capacity to 46 lac units by FY14 end. Network: In the end of FY 2012-13, HMSI Sales & Service network stood at over 1950 outlets (includes 654 Dealers, 670 Branches/Sub dealers, 565 service set-ups) across India. Further, New Zonal offices were inaugurated at Ahmedabad, Chennai, Bhopal, Mohali and Bhubaneswar for amassing local market intelligence, strategizing and implementing regional approach faster. In current FY2013-14, we target to add a total of 500 more outlets and provide service closer to customer with a network of 2500 sales and service outlets. Fun Expansion: Honda is proud to be the Industry First to promote Fun, Safety and Environment in India. Since 5 years, Honda has been expanding popular Fun initiatives like Honda One Make Race, Gymkhana, Asia Cup and the unique Honda Racing Training by Moto GP riders from Japan. In addition, Honda has introduced its global performance fun bikes in India. Safety Promotion: As a responsible manufacturer, Safety is a priority for Honda. Honda has been regularly conducting safety riding activity for females, CRF 50 and Primary training for kids, riding trainer simulation at dealerships. Till date, HMSI has trained more than 2 lac customers, 41630 children and 8100 women on road safety. Environment Conservation: On the environmental front, Honda wants that tomorrow be greener than today. To ensure Joy for next Generation, Honda implements environmental management at its premises. It various efforts include reducing and reusing waste to achieve zero emissions, resource conservation, improved efficiency and promotion of Green Factory, Green Supplier, Green Dealer initiatives. Awards: Honda Motorcycle & Scooter India has been recognized by 15 prestigious awards for both Brand and products. These include the Most Preferred Scooter Brand in North-East, two awards for Best Manufacturer to Support Indian Racing and three Manufacturer of the Year awards. On the product front too, Hondas first truly mass motorcycle for India Dream Yuga has been the proud recipient of 6 key awards including Viewers Choice of the Year, Motorcycle up to 110cc, & AAA Creative TV Commercial of the Year at the NDTV Car & Bike Awards 2013 and Motorcycle of the Year upto 115cc at Bike India Awards, Compact Bike of the Year at CNBC Tv18 Overdrive Awards and Motorcycle of the Year upto 110cc at the ET ZigWheels Awards. CBR 150R too has received the Enthusiast Motorcycle of the year upto 180cc at the ET ZigWheels Awards 2012.

ORGANIZATION PROFILEThe KATKAM HONDA is at Wyra Road at Khammam It is being maintained by K.Chinna Hanumantha Rao, who is the Manager who looks after the entire business and he the Sri. Chinna Hanumantha Rao has desired to become the Honda Dealer. He worked hard spending all his resources to get dealership under the name of Katkam Honda in 29-04-2004 it was established . The dealer is assisted by energetic, dynamic, enthusiastic & hard wording employees. When the employees were asked whether the dealer is always helps in solving their problems. Even compensation point of view they are fair & proper. The dealer of Katkam Honda discusses the problems connected with the business with their employees also.When potential customer step in to the show room, the dealer & the employees receives them, well, even if person steps out the show room without placing an order, the dealer & the employees still give the person the same respect which they had given live when he entered the show room.They provide free services to Honda Unicorn customers. In case of Honda Unicorn they provide total 6 services to the customer. All the 4 services are free. The organization itself gives dates for servicing if the date of servicing is completed they remember the customers through a phone call. Their service towards consumers is very bikeing. The warranty of Honda Unicorn is two years. They also provide paid charge services with a little amount after free services. In the competitive world of business for every product there is lot of competition in 2 wheelers.Most of the people prefer two wheelers, which gives more mileage vehicles are ready to spend at a time loans amount & prefer to spend was money in day-to-day maintenance act also. Some segments of companies are offering more mileage vehicles with lightweight. But is very completing to manufacture should have to maintain more mileage, lightweight, good looking & soon. Hence Honda Unicorn has introduced the Unicorn for a unique people. It is very convenient to drive on rugged roads even for a long journey. It we see Honda Unicorn at a glance we will feel very proudly.DUTIES OF MANAGER:1. Day to day administration of business.1. Overall inspection of business.1. To place over for new vehicles.1. Company correspondence.DUTIES OF RECEPTIONIST:- To receive the customers Answering the phone calls. Making enquiry about customers. Follow up new customers by phone, personally in remembers.DUTIES OF COMPUTER OPERATOR:-1. To gather & collect the information.1. To kept the data in the system.1. To maintain the different files in system.DUTIES OF CASHIER:-1. To maintain cash book.1. To receive cash.1. To pay cash.1. Maintenance of the cash & daily activities 1. Maintenance of the prepare records for cash activities.DUTIES OF SPARE SALESMAN:-1. To assist cashier.1. To assist to the customers.1. To maintain spare parts properly as per needs of the Customers. 1. To maintain relevant information of spare parts.1. Advising customers.DUTIES OF MOTOR CYCLE SALESMAN:-1. To assist to cashier for sales information.1. To assist to the customers & explains to the potential customers.1. To maintain the vehicles in an attractive way display of posters for attracting customers.To show the specialties & systems of vehicles to potential customers.DUTIES OF WORKSHOP SUPERVISOR:-1. Maintenance of register for vehicles.1. Maintenance of service registers of vehicles.1. Supervision of service shop.1. Supervision of his subordinates.1. Making job bikeds giving them to mechanics for repairing the vehicles.Duties of spares manager:- Verifying of mechanics, assistant mechanics and helpers works.HONDA MODELS:HONDA MOTORCYCLES

s.noMODELCUBIC CAPACITY

1Honda CBR 250R new250CC

2Honda CB Unicorn Dazzler150CC

3Honda CB Twister110CC

4Honda CB Shine125CC

5Honda CB Unicorn 150CC

6Honda CBF Stunner125CC

7Honda CBF Stunner PGMFI125CC

HONDA SCOOTERS

s.noMODELCUBIC CAPACITY

1Honda Activa110CC

2Honda Dio102CC

3Honda Aviator110CC

4Honda Eterno only in North147.7CC

CHAPTER IIICONCEPTUAL FRAME WORK

CUSTOMER SATISFACTIONA term frequently used in marketing, is a measure of how products and services supplied by a company meet or surpass customer expectation. Customer satisfaction is defined as "the number of customers, or percentage of total customers, whose reported experience with a firm, its products, or its services (ratings) exceeds specified satisfaction goals." In a survey of nearly 200 senior marketing managers, 71 percent responded that they found a customer satisfaction metric very useful in managing and monitoring their businesses. It is seen as a key performance indicator within business and is often part of a Balanced Scorebiked. In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy.Within organizations, customer satisfaction ratings can have powerful effects. They focus employees on the importance of fulfilling customers expectations. Furthermore, when these ratings dip, they warn of problems that can affect sales and profitability. . . . These metrics quantify an important dynamic. When a brand has loyal customers, it gains positive word-of-mouth marketing, which is both free and highly effective." Therefore, it is essential for businesses to effectively manage customer satisfaction. To be able do this, firms need reliable and representative measures of satisfaction.In researching satisfaction, firms generally ask customers whether their product or service has met or exceeded expectations. Thus, expectations are a key factor behind satisfaction. When customers have high expectations and the reality falls short, they will be disappointed and will likely rate their experience as less than satisfying. For this reason, a luxury resort, for example, might receive a lower satisfaction rating than a budget moteleven though its facilities and service would be deemed superior in 'absolute' terms." The importance of customer satisfaction diminishes when a firm has increased bargaining power. For example, cell phone plan providers, such as AT&T and Verizon, participate in an industry that is an oligopoly, where only a few suppliers of a certain product or service exist. As such, many cell phone plan contracts have a lot of fine print with provisions that they would never get away if there were, say, a hundred cell phone plan providers, because customer satisfaction would be way too low, and customers would easily have the option of leaving for a better contract offer. PURPOSECustomer satisfaction provides a leading indicator of consumer purchase intentions and loyalty." "Customer satisfaction data are among the most frequently collected indicators of market perceptions. Their principal use is twofold:" 1. "Within organizations, the collection, analysis and dissemination of these data send a message about the importance of tending to customers and ensuring that they have a positive experience with the companys goods and services." 1. "Although sales or market share can indicate how well a firm is performing currently, satisfaction is perhaps the best indicator of how likely it is that the firms customers will make further purchases in the future. Much research has focused on the relationship between customer satisfaction and retention. Studies indicate that the ramifications of satisfaction are most strongly realized at the extremes." On a five-point scale, "individuals who rate their satisfaction level as '5' are likely to become return customers and might even evangelize for the firm. "Individuals who rate their satisfaction level as '1,' by contrast, are unlikely to return. Further, they can hurt the firm by making negative comments about it to prospective customers.Willingness to recommend is a key metric relating tocustomer satisfaction." CONSTRUCTIONOrganizations need to retain existing customers while targeting non-customers. Measuring customer satisfaction provides an indication of how successful the organization is at providing products and/or services to the marketplace."Customer satisfaction is measured at the individual level, but it is almost always reported at an aggregate level. It can be, and often is, measured along various dimensions. A hotel, for example, might ask customers to rate their experience with its front desk and check-in service, with the room, with the amenities in the room, with the restaurants, and so on. Additionally, in a holistic sense, the hotel might ask about overall satisfaction 'with your stay.'"As research on consumption experiences grows, evidence suggests that consumers purchase goods and services for a combination of two types of benefits: hedonic and utilitarian. Hedonic benefits are associated with the sensory and experiential attributes of the product. Utilitarian benefits of a product are associated with the more instrumental and functional attributes of the product (Batra and Athola 1990) Customer satisfaction is an ambiguous and abstract concept and the actual manifestation of the state of satisfaction will vary from person to person and product/service to product/service. The state of satisfaction depends on a number of both psychological and physical variables which correlate with satisfaction behaviors such as return and recommend rate. The level of satisfaction can also vary depending on other options the customer may have and other products against which the customer can compare the organization's products.Work done by Parasuraman, Zeithaml and Berry (Leonard L) between 1985 and 1988 provides the basis for the measurement of customer satisfaction with a service by using the gap between the customer's expectation of performance and their perceived experience of performance. This provides the measurer with a satisfaction "gap" which is objective and quantitative in nature. Work done by Cronin and Taylor propose the "confirmation/disconfirmation" theory of combining the "gap" described by Parasuraman, Zeithaml and Berry as two different measures (perception and expectation of performance) into a single measurement of performance according to expectation.

"Customer satisfaction data can also be collected on a 10-point scale." "Regardless of the scale used, the objective is to measure customers perceived satisfaction with their experience of a firms offerings." It is essential for firms to effectively manage customer satisfaction. To be able do this, we need accurate measurement of satisfaction. The third best scale was single-item percentage measure, a one-item 7-point bipolar scale (e.g., Westbrook 1980). Again, the respondents were asked to evaluate their experience on both ATM services and ice cream restaurants, along seven points within delighted to terrible. It seems that dependent on a trade-off between length of the questionnaire and quality of satisfaction measure, these scales seem to be good options for measuring customer satisfaction in academic and applied studies research alike. All other measures tested consistently performed worse than the top three measures, and/or their performance varied significantly across the two service contexts in their study. These results suggest that more bikeeful pretesting would be prudent should these measures be used. Finally, all measures captured both affective and cognitive aspects of satisfaction, independent of their scale anchors. Affective measures capture a consumers attitude (liking/disliking) towards a product, which can result from any product information or experience. On the other hand, cognitive element is defined as an appraisal or conclusion on how the products performance compared against expectations (or exceeded or fell short of expectations), was useful (or not useful), fit the situation (or did not fit), exceeded the requirements of the situation (or did not exceed)METHODOLOGIESAmerican Customer Satisfaction Index (ACSI) is a scientific standard of customer satisfaction. Academic research has shown that the national ACSI score is a strong predictor of Gross Domestic Product (GDP) growth, and an even stronger predictor of Personal Consumption Expenditure (PCE) growth. On the microeconomic level, academic studies have shown that ACSI data is related to a firm's financial performance in terms of return on investment (ROI), sales, long-term firm value (Tobin's q), cash flow, cash flow volatility, human capital performance, portfolio returns, debt financing, risk, and consumer spending.The Kano model is a theory of product development and customer satisfaction developed in the 1980s by Professor Noriaki Kano that classifies customer preferences into five categories: Attractive, One-Dimensional, Must-Be, Indifferent, Reverse. The Kano model offers some insight into the product attributes which are perceived to be important to customers.SERVQUAL or RATER is a service-quality framework that has been incorporated into customer-satisfaction surveys to indicate the gap between customer expectations and experience. J.D. Power and Associates provides another measure of customer satisfaction, known for its top-box approach and automotive industry rankings. J.D. Power and Associates' marketing research consists primarily of consumer surveys and is publicly known for the value of its product awards. Other research and consulting firms have customer satisfaction solutions as well. These include A.T. Kearney's Customer Satisfaction Audit process, which incorporates the Stages of Excellence framework and which helps define a companys status against eight critically identified dimensions.CUSTOMER SATISFACTION INDEXThe Customer Satisfaction Index (CSI) is an economic indicator that measures the satisfaction of consumers across the economy. It is produced by the American Customer Satisfaction Index, a private company based in Ann Arbor, Michigan.The CSI interviews about 80,000 Americans annually and asks about their satisfaction with the goods and services they have consumed. Potential respondents are screened prior to interviewing to guarantee inclusion of customers of a wide range of business-to-consumer products and services, including durable goods, services, non-durable goods, local government services, federal government services, and so forth. CUSTOMER SATISFACTION DIMENSIONSOne of the indicators of a companys health, customer satisfaction, can be found through market analysis. Satisfied customers usually lead to more sales and profit, making it a strong indicator of company performance. Kekre, Krishnan, and Srinivasan conducted as study with focus groups and over 2500 responses from a questionnaire to discover what factors customers drive their satisfaction for software products. They analyzed the results to develop seven dimensions of customer satisfaction for product software:1. Capability1. Usability1. Performance1. Reliability1. Install ability1. Maintainability1. DocumentationCUSTOMER SATISFACTION RESEARCHCustomer satisfaction research is that area of marketing research which focuses on customers' perceptions with their shopping or purchase experience.Many firms are interested in understanding what their customers thought about their shopping or purchase experience, because finding new customers is generally more costly and difficult than servicing existing or repeat customers.Many people are familiar with "business to customer" (B2C) or retail-level research, but there are also many "business to business" (B2B) or wholesale-level projects commissioned as well.TYPES OF RESEARCHDescriptive or documentary researchMany customer satisfaction studies are intentionally or unintentionally only "descriptive" in nature because they simply provide a snapshot in time of customer attitudes. If the study instrument is administered to groups of customers periodically, then a descriptive picture of customer satisfaction through time can be developed (this is a type of "tracking" study).INFERENTIAL OR MODELS-BASED RESEARCHBeyond documentary types of work are studies that attempt to provide an understanding of why customers have the perceptions they do and what may be done to change those perceptions. While models-based studies also provide snapshots of customer attitudes, the results of these studies are more powerful because they present the firm with recommendations on how to improve customer satisfaction. Frequently, these studies also provide firms with a prioritization of the various recommended actions. Inferential studies can also be conducted as tracking studies. When this is done, the firm can gain insight into how the drivers of customer satisfaction are changing in addition to documenting the levels and areas of customer satisfaction.METHODSQUANTITATIVE RESEARCH STUDIESQuantitative studies allow a firm to develop an understanding of the "big picture" of their customers' experiences based upon a relatively small number of interviews. This "sample" of the firm's customers must be bikeefully designed and drawn if the results of the study are to be considered representative of the customer population as a whole. In most cases, the results of quantitative studies are based upon the responses of a relatively "large" number of interviews. Depending upon the size of the population and the amount of segmentation desired, "large" can be as few as 50 responses or range from several hundred to thousands of interviews. Mail-based, telephone-based, and (more recently) Internet-based surveys and related data collection.QUALITATIVE RESEARCH STUDIESQualitative studies are used by firms to provide a more detailed and/or unconstrained understanding of customer experiences. In most cases, the results of qualitative studies are based upon dozens of interviews. Qualitative studies are not designed to provide insights that are projectable to the customer population: qualitative studies are used for initial exploration of experiences and topics or to probe more deeply the reasons behind customer perceptions. Focus groups (group depth interviews) and "one-on-ones" (individual depth interviews) are common examples of qualitative studies.IMPORTANCE OF MARKETING RESEARCH IN CUSTOMER SATISFACTIONWhen we say marketing research this is the research where we can elaborate more about the satisfaction of customer. Marketing research ultimately is satisfying the needs and wants of the people in a certain community. The research is finding viable markets suitable for your company's products to be distributed and in finding these markets where there is demand, you satisfy a consumer need.

FUNCTIONALITYWith our Customer Service Tracking you can: Track current customer attitudes 24/7 with advanced online reports Discover the customer impact of your new technology, training or staffing Reward customer bikee staff and teams based on customer satisfaction Allocate CRM or other service investments according to customer priorities Improve satisfaction by identifying previously unreported customer problemsBENEFITS OF OUR APPROACH High quality actionable information from Survey Value, an independent third party research firm Statistical validity from properly sized and structured samples Your choice of web or phone methodology (If you choose phone) highly experienced Research Telephone Interviewers Customized questionnaire provides information for your unique needs Timely accurate customer feedback Flexible online reporting allows interactive queries for filtering, crosstabs and charts Quality controlled process assures accurate cost effective resultsThis customer satisfaction process diagram illustrates the satisfaction process and has tips on process improvement. Click on each process step below for additional information about that step. Our services include customersatisfaction and loyalty surveys and satisfaction process consulting. CUSTOMER SATISFACTION PROCESS ITEM 1: BE PRACTICALCreate a flourishing customer satisfaction process by fitting it into the way your company actually operates and by recognizing what types of customer information your company can assimilate. Connect the satisfaction process to your company's existing customer oriented programs. Configure your satisfaction process to discover why customers buy your product and what improvements they would appreciate. Connect to Your Existing Customer Oriented Programs Among the many popular programs that require or benefit from customer satisfaction measurements are Balanced Scorebiked, quality, lean management, strategic planning, customer service initiatives, and new product programs. Balanced Scorebiked QUALITY Modern quality management systems nearly always require input about customer satisfaction. From the Baldrige National Quality Program to ISO 9001:2000, quality is being increasingly defined through "the eyes of the customer." The customer satisfaction process can be connected to quality by being mindful of the types of information quality managers need. In addition to "how satisfied are you" questions, quality systems may require tracking of: Customer Perceived Problems (PP100) Voice of Customer (verbatim comments) Total Product Offering (all customer touchpoints, not just product)MARKETING PLANNING, PRODUCT PLANNING, STRATEGIC PLANNING Don't overlook the annual planning and product planning methodologies your company practices. These planning processes can always benefit from the right kinds of input about customer attitudes. Most business problems addressed by these plans ultimately come down to creating or protecting sales, and sales revenue is always driven by customer attitudes. Other Popular Customer-Oriented Programs Lean Management Customer Value (Customer Value Analysis) Customer Service (Improving customer service) Customer Retention (Customer loyalty programs) New Products (All types of new product programs and product design efforts)CUSTOMER SATISFACTION PROCESS ITEM 2: INVOLVE MANAGERSIDENTIFY MANAGERS Your customer satisfaction process will be robust when the right people are involved. Ultimately, the process must help managers do their jobs better, so involve the managers who can benefit most from satisfaction information and improvement. These are the managers of processes that "touch" customers. Managers of customer touchpoint processes include, for example, managers of customer service, tech support, sales, engineering and product design, marketing and advertising, and quality. Customer service people spend all day trying to keep customers happy, but in what ways do the other functions relate? Tech support is in the problem solving business - customers are happy when problems are solved. Track problem resolution. Sales people retain their customers by keeping them happy - they need information on likelihood of repurchase. Engineering and product design people create successful products only if customers like the new products. They need information on what improvements customers want. Marketing and advertising people create more convincing communications if they know what customers like about the current product and what customers view as important. Quality managers seek to improve processes by reducing variation and raising customer satisfaction. They manage process improvement in part by tracking key metrics. Many types of customer satisfaction information can be useful to them. Quality managers may be especially interested in tracking customer perceived problems.CUSTOMER SATISFACTION PROCESS ITEM 3: DO CUSTOMER RESEARCHMAKE RESEARCH ACTIONABLE In the customer satisfaction process, actionable research is valued because it helps improve the company's products, services or brands, leading to greater sales and profits. Here are some things to look for in customer satisfaction research that will make it come to life as a management tool. This is market research 101, that's why it needs to be done. Without it the information may not be useful or actionable. Collect customer information that is appropriate to the decision at hand. Understand what business problem the information is intended to help solve. Clarify the research problem(s) associated with the business problem. Be sure the chosen research solution is appropriate and cost effective in solving the specified research problem. Make sure information is collected in an appropriate way, and that the customers selected for the study are appropriate for the problem at hand. Develop questionnaires bikeefully so they flow well, are of proper length and are not subject to misinterpretation. Manage data accurately. Analyze Results Statistically If your customer satisfaction information is derived from a sample of customers, follow accepted sampling procedures so statistical conclusions can be drawn about your customer population. Determine margins of sampling error and identify statistically significant differences among results. These practices will help managers interpret the findings and decide how much weight to give them in business decisions. REPORT RESULTS CLEARLY AND QUICKLY When customer satisfaction information is "on stage" with managers, be sure it is presented in a manner that can be quickly grasped. Use charts and bullet points to highlight methodologies, key findings and conclusions. Present the answers to the questions key manager raised earlier in the customer satisfaction process. Present reports to the managers of customer touch point processes, since it is these managers who will benefit most from better customer satisfaction. CUSTOMER SATISFACTION PROCESS ITEM 4: SELECT LEVERAGE POINTSLEVERAGE POINTS There is an old story about a plumber who came to unclog a sink. He crawled under the sink, hit a pipe once with his hammer, and the clog washed away. He immediately wrote up an invoice for $150. When the homeowner asked how he could possibly charge $150 for a five minute house call the plumber said, "The house call was only $50. The other $100 was for knowing where to hit." Strategy Matrix :-Customer satisfaction systems often report findings in a "quadrant chart" based on the following type of strategic matrix. In the chart below, satisfaction has been measured on a ten point scale, but none of the items averaged less than 5.0. The horizontal axis, "Impact on Satisfaction," is quantified in various ways that go beyond the scope of this document. The strategy matrix can be related to a SWOT analysis Strength/Weakness/Opportunity/Threat) in this manner: Strengths are in the upper left quadrant Weaknesses are in the lower left quadrant Opportunities are in the upper right quadrant Threats are in the lower right quadrantAlso, even though it says "don't waste resources," items that fall in the lower left quadrant may require some improving if they appear to be causing some degree of customer defection.

CUSTOMER SATISFACTION PROCESS ITEM 5: INITIATE PROJECTSPROJECT MANAGEMENT After selecting "leverage points" (item 4), the satisfaction satisfaction process must lead to action or it will short-circuit and fail. PROJECTS keep the customer satisfaction process flowing rather than short-circuiting. Learn more about project management at Project Management Institute (PMI) website. A PORTFOLIO OF PROJECTS Each leverage point can lead to one or more satisfaction projects. The successful satisfaction process assures that these projects are coordinated, producing coherent, ongoing, customer-driven improvement in the company's product, service or brand. SELECT TEAMS After root causes are identified one or more projects are selected for initiation. Team members are selected, budgets and time-lines are drawn up, project milestones are identified, and authority to proceed is sought. FUND PROJECTS When project authority is granted, and the project is funded, the satisfaction process is also proceeding. The company is now doing something positive, designed to increase customer satisfaction. TRACK PROGRESS The successful satisfaction process collects and reports expenditures, progress and results of the various satisfaction projects. A uniform system is utilized so projects can be efficiently monitored. The satisfaction process collects satisfaction project progress data so the entire satisfaction effort can be understood. CUSTOMER SATISFACTION PROCESS ITEM 7: MANAGE PROGRAMFROM PROJECTS TO PROGRAM The process monitors satisfaction project data so the ongoing satisfaction effort can be understood. Use a uniform reporting system for all projects as this helps organize a collection of projects into a managed PROGRAM, also referred to as "portfolio management." In becoming customer-driven, a program or portfolio approach is beneficial because it coordinates efforts. DASHBOARD REPORTS Dashboard reports help executives, product managers, brand managers, engineers and others in understanding the evolution of the entire product offering as perceived by the customer. Dashboard reports show at a glance the satisfaction metrics and trends, the leverage points, the teams assigned for corrective action, the status of current projects and the benefits that have been achieved in the past year or two as a result of action on customer perceptions. It is important that changes are coordinated, so the character and continuity of the product offering or brand are managed coherently.

CUSTOMER SATISFACTION PROCESS ITEM 8: CONTINUEEVOLUTION OF THE PRODUCT OR BRAND When the successful customer satisfaction process is unleashed, the product offering and brand begin to evolve in ways customers appreciate. This leads in new directions. Successful change typically means greater sales and greater market share. These come about through improved customer retention, which in turn is the direct result of customer-driven innovation. MOVING TARGET The need for a successful customer satisfaction process never stops, because progress is only temporary. Changing market conditions, tougher competition and escalating customer expectations are unavoidable. The satisfaction process must be managed in order to maintain and grow market share and profitability. MANAGE LOYALTY When a successful satisfaction process is in place it may be beneficial to make a concerted effort at managing customer loyalty. Loyalty efforts can be out of place if the price/value relationship is not attractive, if the product does not have high quality, or if the brand is not being well managed. After the customer satisfaction process is being well managed, loyalty can be addressed by adding it to the satisfaction process. First, include loyalty metrics in the measurement system. Then look not only for leverage points that improve satisfaction but also loyalty. For example, customers may be satisfied by a warranty, but made loyal by a lifetime guarantee. Loyalty often comes from customer "delight" which can only be reached by passing through progressively higher degrees of customer satisfaction.

CUSTOMER SATISFACTION PROCESS GUIDELINES The properly operating customer satisfaction process creates value by adapting the organization to its customers. This produces a prosperous win-win situation. Make your customer satisfaction process operate at full strength by following these guidelines. 1. BE PRACTICAL ADDRESS THE EXISTING SITUATION a. Connect the customer satisfaction process to existing goals and priorities i. Strategic plan, strategic marketing plan, brand or product plan ii. Lean management iii. Balanced scorebiked iv. Total quality, customer driven quality, ISO quality, Baldrige quality v. Customer value, customer focus, customer service, customer retention vi. New products, product design, engineering, product usability b. Learn what problem customers are expecting your product to solve for them c. Learn what improvements customers would most appreciate 2. INVOLVE MANAGERS a. Identify managers of each company process that touches your customers b. Ask touchpoint managers what they want or need to know about customers 3. CONDUCT ACTIONABLE RESEARCH a. Design and bikery out the study so it produces reliable, accurate information b. Analyze results statistically so they can be relied upon c. Report results clearly and quickly to the touchpoint managers

4. SELECT LEVERAGE POINTS a. Protect (improve): important or strategic items that have low satisfaction b. Differentiate (promote): important or strategic items with high satisfaction 5. INITIATE SATISFACTION PROJECTS a. Develop project charters, missions and rationales b. Compute benefit/cost estimates c. Establish success metrics d. Gain authorization to proceed with specific projects 6. COORDINATE SATISFACTION PROJECTS a. Select teams and project managers b. Fund projects c. Bikery out projects and provide progress reports 7. MANAGE A SATISFACTION PROGRAM a. Link projects using an overall Satisfaction Program Report or Dashboard b. Track project benefits, costs and success metrics with post completion audits c. Note the programs overall effect on your product, service or brand OVERVIEW: CUSTOMER FOCUS AND CUSTOMER RELATIONSThis paper summarizes the "customer focus" approach to business management, and has links to various resources about customer focus. Other terms that mean about the same thing as customer focus are customer-centric, customer-driven, customer relations and simply customer service.

CONSUMER BEHAVIOR :Consumer differ not only in the usual ways by age and gender, by education and occupation, by marital status and living arrangements - but also in their activities and interest, their preferences and opinions, the food they eat and the product they buy.DEFINITION : The term cosumer behaviour refers to the behaviour that consumers display in searching for purchasing; using, Evaluating and disposing of products and services thet they expect wil satisfy their needs.The study of consumer behaviour is the study of how individuals make decisions to spend their available resources (time, money, effort) on consumption related items. It includes the study ofWhat they buy,Why they buy it,When they buy it, Where they buy it,How often they use itFor Instance, we can take the simple product - Toothpaste.What types of tooth paste do consumer buy -Regular, gel, Floride triped, herbal,What brand- National, Private, generic, Local, International.Why they buy it- To Prevent Cavities,- To remove stains.- To brighten or writen teeth mouthwash- To attract romanceWhere they buy it- Super Market, Drug store, Convenience StoreHow often they use it- When they wake up,- After each meal,- When they go to bed or any combinationHow often they buy it - Weekly, Bi-weekly, monthly, daily,

IMPORTANCE OF CONSUMER BEHAVIOR FOR MARKETINGConsumer behavior is helpful in understanding the purchase behavior and preference or different consumers. As consumer, we differ in terms of our sex education, occupation, income, family set up, religion, nationality and social status. Because of these different background factors we have different needs and we only buy those brands and services, which we think will satisfy our needs. In todays, work of rapidly changing technology - changing firms has to be constantly innovating and understand he latest consumers trends and testes consumer behavior provides invaluable clues and guidelines to marketing on new technological frontiers, which they should explore.A consumer decision to purchase a particular brand to services is the result is the complex interplay of a consumer of variables. The starting point for the company provides of decision process marketing, stimuli in the shape of brands, promotion, price, and distribution strategy. The potential consumer along with the other stimuli already existing receives the marketing stimuli in the environment. These stimuli may be social, economic, cultural, psychological and political in nature. At the point of receiving the marketing stimuli, the consumer already has a certain mental, emotional and psychological frame of mind developed over the years by his cultural, religious, social, family and psychological background. CONSUMER SATISFACTIONAll Business firms have realized that marketing is a core element of management philosophy and the key its success lies in focusing more and more on the customer. That is, it will be the customer who will decide where the firm is headings. Thus the challenge before the marketer is to ensure that they satisfy every customer. Adam smith in his, The Wealth of Nations, has said Consumption is the sole end purpose of all production and the interests of the product ought to be attended to, only so far as it may be necessary for promoting those of the consumer.This quotation only reiterates that the purpose of production is consumption and ones own purpose will be served only if the consumers interests are attended to. Here then arises a very vital question. How can a marketer ensure that his/her firm is able to respond to their customers requirement quickly? The answer to this question lies in the quality of service it is offering to its customers. This again will depend upon the consumer expectations from the product or service. No doubt the quality of the product or service will decide whether it matches the consumer expectations or not, but the firm and marketer must make all efforts to ensure that consumer satisfaction is achieved.CUSTOMERISATIONToday consumer is looking out for value for money. The challenge before the marketer to identify what values would appeal and convince the consumer. Marketers are trying to enhance the concept of value through unique delivery methods. They have realized that product service characteristics, customers aspirations and perceptions and the availability of competing alternatives can be used to enhance customer value.But the focus and challenge before every firm is to rebuild itself around its customer. It should be able to perceive, interpret, serve and satisfy the customer with the type of products and services he/she desires and arm itself so as to gain a competitive edge of customerisation.Customerisation refers to the process wherein all the employees of the firm are required to interact directly with the customer and end user. They can have access to every person and function within the organization, be involved in designing and fine turning key products and processes, and turn every interaction with in customer in to a platform of interactive communication so as to add value and increase customer satisfaction.Customerisation will help a firm in: Providing the quality of services to match the customer requirement. Help to focus on consumers needs so as to add value and offer benefits to the customer. To identify new customers, new market segments and new application for existing products. Work towards total customer satisfaction maximum customer delight.The above figure shows how a customerised chain could be formed by a firm so as to increase its operational efficiency also add to its customer delight. Such an exercise will increase the employee level of motivation and involvement and help them to work towards consumer satisfaction. However, if may be noted that consumer satisfaction is a relative rather than an absolute measure. Further, very often satisfaction after satisfaction after the purchase is dependent on expectations held before the purchase of the product or service.

CHAPTER IVDATA ANALYSIS & INTERPRETATION

DATA ANALYSIS AND INTERPRETATION1. The table showing Income analysis of respondentsTable: 1INCOMENO.OF RESPONDENTSPERCENTAGE

Less than 10,0006040%

10,000 20,0009060%

20,000 30,00000%

More than 30,00000%

Total150100%

The table showing Income analysis of respondents

INTERPRETATION:-The above table shows that has covered different groups people having different levels of income. 40% of respondents have an income of less than 10,000 p/m, while 60% respondents are in the income group of 10,000-20,000.2) The table showing Location of respondents:-Table: 2Areas No. of RespondentsPercentage

Rural6040%

Urban 9060%

Total 150100%

INTERPRETATION:-The above table shows covered the rural, semi-Urban and urban areas. In the nature of customers 100 respondents belongs to rural area, 40% respondents are belongs to semi-urban and remaining 60% respondents are belongs to urban area. Over all we can conclude that irrespective of the area the people gives response to Honda Unicorn

3. The table showing using the bike since?Table: 3YEARS NO.OF RESPONDENTSPERCENTAGE

2 years & above2416%

1 year5134%

Less than 1 year7550%

TOTAL150100%

INTERPRETATION:-The above table shows that 50% of respondents using the bike less than 1 year, while 34% people are using one year and other remaining 16% people using the bike since 2 years & above .

4. You satisfied with their existing feature? Table: 10OPINION NO.OF RESPONDENTS PERCENTAGE

YES12080%

NO3020%

TOTAL150100%

You satisfied with their existing feature

INTERPRETATION:-The above table shows that 80% of respondents satisfied their existing features, 20% of respondents are not satisfied their existing features.

5. The table showing mileage factor of the bike?Table: 12OPINION NO.OF RESPONDENTSPERCENTAGE

Yes 10570%

No4530%

Total 150100%

The table showing mileage factor of the bike

INTERPRETATION The above showing the opinion about the mileage of Unicorn 70% of respondents were satisfied with the mileage of Unicorn and 30% of respondents were not satisfied.

6.What prompted you to buy HONDA among all other brands (please rank)?Table - 6OptionsNo of respondentsPercentage

Brand Image9060%

Service2416%

Maintenance1812%

Price96%

Promotion96%

Total150100%

Chart - 6INTERPRETATION:The above graph indicates that the numbers of people who buy HONDA among other brands are 60% Brand Image, 16% Service, 12% Maintenance, 6% Price and 6% Promotion.7. Rank the features attracted you to buy the bike you own?Table 7Options No of respondents Percentage

Service1510%

Power96%

Fuel Efficiency96%

Safety64%

Style9060%

Maintenance3114%

Totals150100%

Chart 7

INTREPRETATION:The above chart indicates that the number of people who got attracted to buy HONDA is 60% for Style, 10% for Service, 14% for Maintenance and 6% for Fuel Efficiency, 4% for Safety and 6% Power.8.Who is the main influencer in the decision making process?Table 8Options No of respondentsPercentage

Father9060%

Mother1510%

Wife64%

Dealers96%

Friends96%

Myself3114%

Total150100%

Chart - 8

INTREPRETATION:The above graph indicates that number of persons influence to purchase HONDA Father 60%, Mother 10%, Wife 4%, Dealers 6%, Friends 6% and myself 14%.

9. How do you feel when you drive HONDA?Table - 9Options No of respondentsPercentage

Delighted7550%

Relaxed3322%

Comfortable128%

Uncomfortable2416%

Confused64%

Total150100%

Chart - 9

INTREPRETATION:The above chart indicates the percentage of satisfaction while driving HONDA, the people feel 50% Delighted, 22% Relaxed, 8% Comfortable, 16% Uncomfortable and 4% Confused.

10. How long has you been associated with HONDA Motors...?From 1 year10%

From 1 3 years40%

From 3 5 years20%

From 5 7 years20%

Above 7 years10%

INTREPRETATION:10% are people associate of 1 year, 40% people are associated with 1-3 year, 20% people are associated with 3-5 year, 20% people are associated with 5-7 year and 10% people are associated with above 7 years.

11. how would you rate HONDA motors on the following parameter?

Agree50%

Strongly Agree20%

Disagree20%

Strongly disagree10%

INTREPRETATION:10% people are Strongly agree with parameter, 50% people are agree with parameter, 20% people are disagree with parameter, 20% people are strongly disagree with the parameters.

12. What is your overall opinion about HONDA Motors?1.Very Bad05%

2.Neither Bad Nor Good10%

3.Good35%

4.Very Good50%

INTREPRETATION:05% people are said that very bad, 10% people are said that neither bad nor good, 35% people are said that good and 50% people are said that Very good.

13. How likely would you recommend HONDA Motors?

1.Very Unlikely20%

2.Likely35%

3.Very Likely45%

INTREPRETATION:20% people are very unlikely, 35% people are likely and 45% people are very likely.

14. Do you like the promotions and ad campaigns of HONDA Motors?Very Unlikely 15%

Likely 30%

Very Likely55%

INTREPRETATION:15% people are very unlikely, 30% people are likely and 55% people are very likely.

CHAPTER - VFINDINGS & SUGGESTIONS

FINDINGS In this study some of the respondents are not satisfied with the customer services provides by the dealers. Some of respondents feel that the price of unicorn is high The Honda company customers are not satisfied with the mileage. Some of the respondent expressed that the of spare parts are high The above chart indicates that the number of people who got attracted to buy HONDA is 60% for Style, 10% for Service, 14% for Maintenance and 6% for Fuel Efficiency,4% for Safety and Power.

SUGGESTIONS The dealer has to maintain good relations with the customer. The company needs to take steps to improve the mileage of the vehicles. The company has to reduce the price of spare parts so as to make the bike more economical. If possible the co need to the price of the bike so that middle class people can also buy it. It is suggested to the manufacture that the spare be made available at responsible price.58