Customer Satisfaction Towards Honda Unicorn

A STUDY ON CUSTOMER SATISFACTION TOWARDS HONDA UNICORN
CHAPTER 1
INTRODUCTION
Marketing is a very wide area of study. It covers various aspects such as sales,
advertising, distribution, etc… which take the form of the principle branches of marketing. In
order to enrich the growth of the branches of marketing a very deep and distributed root system
is required. This root system of marketing take the form of a detailed study of consumer behavior
with respect to products either in the pre- launch period with a great concern to sales growth.
This study is undertaken keeping in mind, the accomplishment of the various planned goals and
objectives that have been set by the management of respective company.
The necessity for consumer behavior and marketing study was not considered important
during the period prior to 1950, it was during the time when companies were basically following
sales oriented marketing strategy started to change over to a modern marketing strategy of being
consumer oriented. When companies accepted this kind of an approach, customers were finally
considered as the king of the market and the necessity for consumer behavior study regarding
marketing came into lime light.
Marketing includes research, targeting, communications and often public relations. Marketing is
to sales as plowing is to planting for a farmer. It prepares an audience to receive a direct sales
pitch.
-Mary Ellen
ACHARYA BANGALORE B SCHOOL Page 1

What is Marketing? (Marketing Definition)
There are a lot of marketing definitions available but the right ones are focused upon the key to
marketing success i.e. customers. Following are some of the marketing definitions available.
American Marketing Association defines marketing as:
Marketing is the activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients, partners, and society
at large. (Approved October 2007)
The Chartered Institute of Marketing (CIM) says:
The management process responsible for identifying , anticipating and satisfying customer
requirements profitability.
Philip Kotler defines marketing as:
Marketing is the social process by which individuals and groups obtain what they need and want
through creating and exchanging products and value with others.

Palmer’s marketing definition is as:
Marketing is essentially about marshalling the resources of an organization so that they meet the
changing needs of the customer on whom the organization depends.
The Marketing Concepts
The marketing concept is the philosophy that urges organization to focus on their customers’
needs. Analyzing their needs and making such decisions that satisfy those needs in a better way
than competitors.
To have a better understanding of marketing concept, it’s worthwhile to review the other
philosophies that once were dominated and are still being practiced by some of the firms.
Who is a customer?

A customer (sometimes known as a client, buyer, or purchaser) is the recipient of

a good, service, product, or idea, obtained from a seller, vendor, or supplier for a monetary or
other valuable consideration. Customers are generally categorized into two types:
 An intermediate customer or trade customer (more informally: "the trade") who is

a dealer that purchases goods for re-sale.
 An ultimate customer who does not in turn re-sell the things bought but either passes
them to the consumer or actually is the consumer.
A customer may or may not also be a consumer, but the two notions are distinct, even though the
terms are commonly confused. A customer purchases goods; a consumeruses them. An ultimate
customer may be a consumer as well, but just as equally may have purchased items for someone
else to consume. An intermediate customer is not a consumer at all. The situation is somewhat
complicated in that ultimate customers of so-called industrial goods and services (who are
entities such as government bodies, manufacturers, and educational and medical institutions)
either themselves use up the goods and services that they buy, or incorporate them into other
finished products, and so are technically consumers, too. However, they are rarely called that,
but are rather called industrial customers or business-to-business customers. Similarly,
customers who buy services rather than goods are rarely called consumers.
Six Sigma doctrine places (active) customers in opposition to two other classes of people: not-
customers and non-customers. Whilst customers have actively dealt with a business within a
particular recent period that depends on the product sold, not-customers are either past customers
who are no longer customers or potential customers who choose to do business with the
competition, and non-customers are people who are active in a different market segment entirely.
Geoff Tennant, a Six Sigma consultant from the United Kingdom, uses the following analogy to
explain the difference: A supermarket's customer is the person buying milk at that supermarket; a
not-customer is buying milk from a competing supermarket, whereas a non-customer doesn't buy
milk from supermarkets at all but rather "has milk delivered to the door in the traditional British
way".

Tennant also categorizes customers another way, that is employed out with the fields
of marketing. Whilst the intermediate/ultimate categorization is used by marketers, market
regulation, and economists, in the world of customer service customers are categorized more
often into two classes:
 An internal customer is a customer who is directly connected to an organization, and is

usually (but not necessarily) internal to the organization. Internal customers are
usually stakeholders, employees, or shareholders, but the definition also
encompasses creditors and external regulators.
 An external customer of an organization is a customer who is not directly connected to

that organization.
The notion of an internal customer — before the introduction of which external customers were,
simply, customers — was popularized by quality management writer Joseph M. Juran, who
introduced it in the fourth edition of his Handbook (Juran 1988). It has since gained wide
satisfaction in the literature on total quality management and service marketing; and
the customer satisfaction of internal customers is nowadays recognized by many organizations as
a precursor to, and prerequisite for, external customer satisfaction, with authors such
as Tansuhaj, Randall & McCullough 1991 arguing that service organizations that design
products for internal customer satisfaction are better able to satisfy the needs of external
customers. Research on the theory and practice of managing the internal customer continues
today in a variety of service sector industries.
Consumer perception
A marketing concept that encompasses a customer's impression, awareness and/or consciousness

about a company or its offerings. Customer perception is typically affected
by advertising, reviews, public relations, social media, personal experiences and other channels

Perception
 Process via which consumers select and organize stimuli, so as to provide

themselves with a meaningful and coherent view of the world.
 More than sensing something.
 Assigning meaning and incorporating it into their world.
 Part of the “Information Processing” process.
 Process by which consumers select and organize stimuli, so as to provide

themselves with a meaningful and coherent view of the world.
Consumer’s Processing of Information
 Attention
 Comprehension
 Satisfaction
 Consumer behavior:
It is defined as the behavior that consumers display in searching for, purchasing, using and
evaluating products ideas and services.
 Product:
A product of utilities comprising of various products, features and accompanying services. To

my study the product is unicorn two-wheeler.
 Attributes:

It is a strategy where by all the elements involved in successful retaining [right product at right
price, effective promotion, advantageous location, etc.] are blended together is such a way so as
to satisfy the customer.
 Retail Selling:
Retail marketing is a concept in which sales goals are set on the basis of market potential for the
new vehicles increased attention to the behavior of the consumers.
 Reference Group:
An interactive group of people who influence an individual’s attitude and behavior is known as
reference group.
 Advertisement:
A paid media for non-person communication from the manufacturer/dealer to the

consumer, creating the awareness of products activity and service.
1.2 IMPORTANCE OF MARKETING:-
Marketing generates revenue for the business firm.
Marketing is an important activity, particularly in the competitive economy.
Marketing generates revenue for the business enterprise. No firm can survive in the long run
unless it is able to market its products better than the competitors.
It has become the nerve center of all business activities.
Marketing is the beatings hear of the business organization.

Marketing is very helpful in transfer, exchange and movement of goods. Goods and services are
made available to customers through various intermediaries’ viz., wholesalers and retailers etc.
Marketing is helpful to both producers and consumers.
To the former, it tells about the specific needs and preferences of consumers and to the latter
about the products that manufacturers can offer. According to Prof. Haney Hansen “Marketing
involves the design of the products acceptable to the consumers and the conduct of those
activities which facilitate the transfer of ownership between seller and buyer.”
1.3 PROCESS OF MARKETING:-
Identification of Environmental
Technical
Analysis Scanning
&Business
Analysis
Consumer
Feedback Development
Process of
marketing
After Sale
Setting the Price
Services
v
Selling Analysis Designing the
Promotion
Distribution Distribution
channel channel
The Marketing Process of a company typically involves identifying the viable and potential
marketing opportunities in the environment, developing strategies to effective utilise the

opportunities, evolving suitable marketing strategies, and supervising the implementation of

these marketing efforts.
1.4 FUNCTIONS OF MARKETING:-
Marketing is concerned with exchange of goods and services from producers to consumers or
users in such a way that maximizes the satisfaction of customer’s needs. In order for the
marketing bridge to work correctly -- providing consumers with opportunities to purchase the
products and services they need the marketing process must accomplish nine important
functions.
The functions are:
 Buying - People have the opportunity to buy products that they want.
 Selling - Producers function within a free market to sell products to consumers.
 Financing- Banks and other financial institutions provide money for the production and
marketing of products.
 Storage- Products must be stored and protected until they are needed. This function is
especially important for perishable products such as fruits and vegetables.
 Transportation -Products must be physically relocated to the locations where consumers

can buy them. This is a very important function. Transportation includes rail road, ship,
airplane, truck, and telecommunications for non-tangible products such as market
information.
 Processing - Processing involves turning a raw product, like wheat; into something the
consumer can use -- for example, bread.

 Risk-Taking - Insurance companies provide coverage to protect producers and marketers

from loss due to fire, theft, or natural disasters.
 Market Information - Information from around the world about market conditions,
weather, price movements, and political changes, can affect the marketing process.
Market information is provided by all forms of telecommunication, such as television, the
internet, and phone.
 Grading and Standardizing- Many products are graded in order to conform to

previously determined standards of quality. For example, when you purchase US No. 1
Potatoes, you know you are buying the best potatoes on the market.
1.5 UTILITIES OF MARKETING:-
The marketing process must also add "utility" to the products consumers want. Utility is the use
or satisfaction a person gets from a product. If you purchase a chain saw you anticipate that you
will receive a certain amount of utility from it. You will be able to use the saw to cut fire wood,
prune trees, and take care of a variety of jobs around your home. Business marketing utilities are
the elements needed for an exchange or purchase to take place between your company and your
business customers. Utility refers to the value or benefit a customer receives from the exchange,
according to the University of Delaware. There are four types of utility: form, place, time and
possession; together, they help to create customer satisfaction
 Form Utility - A product must be processed into a form that the customer wants or
needs. For example, wheat is processed into bread, trees are processed into lumber, and
potatoes are processed into French fries. If you ordered French fries with your lunch and
the waiter brought you a potato, you probably wouldn't be too happy.
 Place Utility - Place utility involves transporting products to the location where
consumers can buy them. If you live in Alaska, you certainly wouldn't want to have to
drive to California to buy oranges. Thanks to our modern transportation systems you

don't have to; you simply drive to the local grocery store and oranges are there ready to
add to your shopping cart -- place utility.
 Possession Utility- Possession utility establishes legal ownership of a product. When

you purchase something you normally receive a receipt; this provides legal ownership
and the right to use the product. Some products, computer software, for example, also
provide a user license. A license of this kind gives you the right to use the product within
certain guidelines.
 Time Utility - This could be described as being in the right place at the right time when
a customer is ready to purchase a product. Creating and keeping customers means
having products available for when they want them, and often this requires some type of
storage facility.
1.6 SCOPE OF MARKETING:-
Ideas Persons (Celebrity- Experiences (Theme

(Social Ideas Sports/TV/Art) Park, Working Park)
Aids/Blood)
Information Services
(Dictionary, Scope of (Hospital, Courier)
Schools) Marketing
Organization Places (Tourist Events (Sport events,

(Companies) Places/Investment Fashion shows)
Destination)
1.7 TYPES OF MARKETING:-

 Internet Marketing
 Direct mail Marketing
 Telemarketing
 Social media marketing
 Mobile Marketing
 Internet Marketing

1.8 7P’s of MARKETING:-
Successful marketing depend upon addressing a number of key issues. These include: what
accompany is going to produce; how much it going charge; how it’s going to deliver its product
or services to its customers; how it’s going to tell customers about the product and services.

Traditionally this consideration known as 4Ps-Product, Price, Place and Promotion. As

marketing became more sophisticated discipline, a fifth ‘P’ was added People. And recently two
further ‘Ps’ were added, mainly for service industry-Process and Physical evidence. These
considerations are now known as 7ps of Marketing, sometimes referred to as marketing mix.
 Product
As the product is the item being sold to the customer, the thing that will bring in money, its
features and design need careful consideration. Whether the firm is manufacturing the product or
purchasing the product for resale, they need to determine what product features will appeal to
their target market. When an organization is considering introducing a product into a market,
they should ask themselves the following questions:
1. Who is the product aimed at?
2. What benefit will customers expect from it?
3. What will be its advantage over competitor products? Or its unique selling point?
4. How does the firm plan to Position the product within the market?
 Price
There are lots of different pricing strategies but all most at least cover your costs unless the price
is being used to attract customers to the business (loss leader). A
Product is worth as much as people are prepared to pay for it.
The amount your target markets are prepared to pay for your product depends on its features and
the target market's budget. You will also need to consider Competitor Pricing and factors within
your Marketing Environment.

 Promotion
A successful product or service means nothing unless the benefit of such a service can be
communicated clearly to the target market. Promotion is any activity to raise awareness of a
product or to encourage customers to purchase a product. Advertising is a form of promotion but
not all promotions are advertisements.
Promotional activities for consumer sales will be different to promotional activities for business
to business sales. The following things will influence how a firm chooses to promote its product:
*Promotional campaign purpose
*The budget for the promotional campaign
* Legal rules about what you can promote and how
*The target market for the product
* The marketing environment in which the firm operates
 Place
The Place element of the marketing place is about where the product is made, where is it stored
and how is it transported to the customer. The place for each of these things should ensure that
the product gets to the right place at the right time without damage or loss. The ideal place will
be:
* Convenient for the customer and the business
* Accessible for the customer if it is the place where the product is sold
* Low cost or free for the customer if it is the place where the product is sold
* Reasonable cost
 People
People are an essential ingredient in service provision; recruiting and training the right staff is
required to create a competitive advantage. Customers make judgments about service provision

and delivery based on the people representing your organization. This is because people are one
of the few elements of the Service that customers can see and interact with.
 Processes
This element of the marketing mix looks at the systems used to deliver the service. Imagine you
walk into Burger King and order a Whopper Meal and you get it delivered within 2 minutes.
What was the process that allowed you to obtain an efficient service delivery? Banks that send
out Credit Cards automatically when their customer’s old one has expired again require an
efficient process to identify expiry dates and renewal. An efficient service that replaces old credit
cards will foster consumer loyalty and confidence in the company. All services need to be
underpinned by clearly defined and efficient processes. This will avoid confusion and promote a
consistent service. In other words processes mean that everybody knows what to do and how to
do it.
 Physical evidence
Physical evidence is about where the service is being delivered from. It is particularly relevant to
retailers operating out of shops. This element of the marketing mix will distinguish a company
from its competitors. Physical evidence can be used to charge a premium price for a service and
establish a positive experience. For example all hotels provide a bed to sleep on but one of the
things affecting the price charged, is the condition of the room (physical evidence) holding the
bed. Customers will make judgments about the
organization based on the physical evidence. For example if you walk into a restaurant you
expect a clean and friendly environment, if the restaurant is smelly or dirty, customers are likely
to walk out.
1.9 MARKETING MIX
The marketing mix refers to the combination of ideas, concepts and features which put together
best appeal to the target market segments. Market mix is tailored to each target segment in order

to meet the specific needs of consumers in the individual segments. The conceptual framework
of marketing mix designed by the different experts is the same.
Experts such as Kotler, Keeley Lazar, and Davar etc., agree that the marketing mix comprises
four elements; products, price, promotion and place.
These elements include those marketing variables that are directly controlled by the
organizations. The product mix includes product line and quality, brand, packaging and services.
The promotion mix includes advertising, public relations, sales promotion, word of mouth
promotion, personal selling and tele-marketing. The price mix includes strategic decisions
related to the use of pricing. The place mix is concerned with the distribution process.
Marketing Mix is the set of marketing tools that the firm uses to pursue its marketing objectives
in the target market.
McCarthy popularized a four factor classification of these tools called the four p’s product, place,
price, (i.e., distribution) and promotion. Most companies attempt to control this factor to provide
the most satisfaction. Marketing oriented companies created the goods and services and adjusts
the prices that fit demand and competition.
 Product
The product is the first element of marketing of the marketing mix. A product is anything that
can be offered to a market for attention, acquisition, use or consumption that might satisfy a want
or need. As the product is the item being sold to the customer, the thing that will bring in money,
its features and design need careful consideration. Whether the firm is manufacturing the product
or purchasing the product for resale, they need to determine what product features will appeal to
their target market. Products include physical goods, services, persons, places, organizations and
ideas. Marketing oriented firms are able to modify their products to bring about the greatest
benefit.
 Price

Another element of marketing mix is price, or the perceived value of the product. Product price
must be affordable for the targeted customer, yet affordability varies from buyer to buyer. An
important correspondent of a complete pricing program is the company’s policies regarding
payment or offering credit. There are lots of different pricing strategies but all most at least cover
your costs unless the price is being used to attract customers to the business (loss leader).
AProduct is worth as much as people are prepared to pay for it. The amount your target markets
are prepared to pay for your product depends on its features and the target market's budget. You
will also need to consider Competitor Pricing and factors within your Marketing Environment.
Companies handle pricing in a variety of ways.
 Physical distribution
Physical distribution stand for the various activities of the company undertake to make a product
accessible available to target customers. The distribution process gives the when and where
satisfaction that consumers and users require. It makes little difference how attractive or
functional the product might be if it is not available when needed. The company must identify,
recruit and link various middlemen and marketing facilitators so that its products and services are
efficiently supplied to the target of market. It must understand the various types of retailers,
wholesalers, and physical distribution firms and how they make their decisions.
 Promotions
Promotions, the fourth marketing mix tool, stands for the various
activities of the company undertakes to communicate and promote its product to the target
market. The glamour and sheer volume of advertising make promotion more evident than the
older elements. Promotion is the vehicle marketers use to inform, remind or persuade potential
buyers.A successful product or service means nothing unless the benefit of such a service can be
communicated clearly to the target market. Promotion is any activity to raise awareness of a
product or to encourage customers to purchase a product. Advertising is a form of promotion but
not all promotions are advertisements. Promotional activities for consumer sales will be different
to promotional activities for business to business sales.
Marketers have a variety of tools available to promote products

known as the promotional mix. The promotional mix includes advertising, publicity, sales

promotion and personal selling. The art of employing these tools effectively economically and
entertainingly often spell the success of the marketing program.Markets consists of buyers differ
in one or more aspects. They may differ in their wants, purchasing power, geographic location,
buying attitudes and practices. This varied complex is the main cause market segmentation.
Hence, it is a method of achieving maximum market response from limited marketing
resources.Understanding the minds of customer is a difficult task faced by the marketer. The
consumer understands a product differently and it occupies prominence in the strategy
formulation of the marketing manager. A two-wheeler segment is the one sector, which is facing
very rapid change, and it is vital for the consumer to understand his customer as to design his
product to satisfy him successfully.
Unicorn is the product of Honda and the well version of Honda

brand. Hence, it is very important to understand the customer’s reaction towards the product and
the level of satisfaction.
INTRODUCTION TO AUTOMOBILE INDUSTRY
An automobile is transport equipment, which is made up of a frame supporting the body certain
power developing and transmitting units and there are further supported by wheelers and tires
through the springs and axis. The power is supported through the engine. The automobile moves
through the friction of the contact between the road and the wheel. The protection and comfort is
given by the body of the vehicle.
TWO WHEELER AUTOMOBILES
Captain Nicholas Cuglot, a French man is considered to be the

father of “the automobile”(1769-70).it’s been a demand and search for a minimum cost motoring
and a low

cost travel vehicle. Its evaluation was further necessitated by requirement of a personal transport
of a lightweight for moving smaller distance or short journey travel with just the driver. The
result in the development of two- wheeled scooters, motorcycles and other similar vehicles.
In the field of personal transport, the development of two-wheelers

is a major revaluation. It is highly maneuverable in addition to begin safe and easy to drive. It
combines the extremely low operating cost of the single cylinder two-stroke engine with the
comfort and cleanliness usually associated with a motorcar. They are the man of the economic
transport for different purposes.
HISTORY OF TWO WHEELERS
The bombing of the Piaggio aircraft works at Pontedeara, Italy

during the second world war resulted in its worsen conditions. Piaggio decided to build a tiny run
about powered by a 98 cc two-stroke engine placed alongside the real wheel. This tiny run about
having a modest amount of body work with an open frame and a platform for the rider to put his
feet as well as small wheels and a front shield was the proto type of modern Vespa scooters, due
to market this product with certain modifications. The capacity was raised from 98cc to 125cc
and styling was improved. First production version of the Vespa appeared in 1946.
Vespa and Lambretta designed by brilliant engineers applying

original ideas to a set of required conditions were the original trendsetters. Since their first
appearance in most war Italy as a popular form of personal and low cost transport, the have been
developed to a high degree of reliability and in a variety of forms and design.
The post war period witnessed the development of various types of

two wheelers and appearance of different manufactures in different countries from Italy to
continental Europe, Britain, America, Asia and Russia. Although each country has its own
specific operational requirements like cost, regulations, road and weather conditions, yet the
scooters of Italian origin were the pacesetters, and met the majority of the demand. But they had
certain advantages as well as disadvantages outside Italy. The original scooters being quite bare
without any provision to protect the raider against the weather had poor lighting and complete
absence of parking lights. Although they were acceptable in country like Italy yet in France and
continent, they were a rarity.

CHAPTER 2
RESEARCH DESIGN
2.1 TITLE OF THE STUDY
‘A STUDY ON CUSTOMER SATISFACTION TOWARDS HONDA

UNICORN AT PLANET HONDA, BANGALORE’
RESEARCH METHODOLOGY
There are two types of research designs, which are carried out in this study namely exploratory
research and the descriptive research. A short note on both of them is written below.
Exploratory research: The objective of exploratory research is to gather preliminary

information that will help define problems and suggest hypothesis.
Descriptive research: The objective of descriptive research is to describe things, such as the
market potential for a product or the demographics and attitudes of consumers who buy the
product.
2.2STATEMENT OF THE PROBLEM
The knowledge of post purchase consumer perception of a product and level of satisfaction with
a product is essential for the manufacture of the product in order to get an idea about what the
general consumer about the product. This helps the manufacture to know where his product is
lacking as compared with a competitor.
Now a days the competitors are Bajaj pulsar, Yamaha fz, TVS Apache, Suzuki Gixer in the two
wheelers market. It is much important to any manufacturer to understand the level of satisfaction

to their product and they should manufacture and provide their service to the customers in such a
way that it should provide complete satisfaction to its customers then only they can compete in
this competitive world. Hence, today study aims at analysis of “consumer perception towards
Honda unicorn”
2.3 SCOPE OF THE STUDY

 To know the change in demand pattern of the customer
 It would help us understanding the changes in the requirements & preferences.
 Study of perception act as a ladder to develop new product.
2.4 OBJECTIVES OF THE STUDY
The following are the statement of the objective of the topic customer satisfaction
towards Honda UNICORN.
 To know the customer awareness level of HONDA’s product range.

 To make a perception analysis of people on the performance, aesthetics, features, service
ability and company imagetowards Honda Unicorn.
 To analyze the attitude and perception level of people towards the Honda Unicorn.
 To offer suggestion based on the findings.
 To know the Honda Unicorn image in the market.
 To know the satisfaction level of the people towards Honda unicorn.
2.5 METHODOLOGY OF THE STUDY
Sources of data:
1. Primary sources
2. Secondary sources

Primary sources:
Primary sources are original sources directly collected data that have not been previously
collected.
Primary data in this research was obtained through questionnaires and direct interview.
 Questionnaires with close ended questions and few open ended questions.
 Through personal interviews – to collect information on responses requiring an

explanation and also information vital to the study but not covered in the questionnaire.
Secondary sources:
These are sources containing data that have been collected and compiled for another purpose.
Secondary data for the study is obtained through the company’s brochure and information from
library and through internet source. [Web site of Honda]
2.6 SAMPLING SIZE

A few people or a unit of population called as sample size was taken to obtain representative
sample of the whole universal.
The data collection of this study was limited to iritty.
I randomly selected five blocks in iritty and each blocks consists 10 respondents of unicorn
owners.
50 respondents of Honda unicorn helps to collect the data.

2.7 DATA COLLECTION INSTRUMENTS
In this study the main tool used for data collection is questionnaire. The questionnaire
consists of 5 steps.
 Specifying the information needed.

 Determining the type of questions to be asked.
 Deciding the number and sequence of questions are to be asked.
 Preparing the preliminary draft of questionnaire.
 Revising and pre-testing the questionnaire.
2.7LIMITATIONS OF THE STUDY:
1. The interpretation of this study is based on the assumption that the respondents have
given correct information.
2. As for as secondary data is concerned most of the information and official records are
located in different cities and they are not within the reach.
3. The data collected from the selected respondents in iritty can be taken as common to all
places in the area.
4. The study focuses mainly on the consumer who own unicorn and the potential consumers
5. There may be a biased response from the respondents just to impress.

Chapter Scheme
CHAPTER 1: INTRODUCTION
This Chapter consists of details Marketing Management, Customer satisfaction & perception
towards two wheelers.
CHAPTER 2: RESEARCH DESIGN AND METHODS

This chapter consists of the objectives of the study, sampling design and frame, types of research
adopted and chapter scheme .
CHAPTER 3: COMPANY PROFILE

This chapter consists of the organization profile i.e Planet Honda.
CHAPTER 4: DATA ANALYSIS AND INTERPRETATION

This chapter consists of primary data analyses, collected through questionnaire and graphs to
interpret the trends.
CHAPTER 5:
SUMMARY OF FINDINGS, SUGGESTIONS AND CONCLUSION.

This chapter consists of findings, suggestions and conclusion for the study.
BIBLIOGRAPH & ANNEXURE

CHAPTER 3
COMPANY PROFILE
The Honda story is the story of one man, Soichiro Honda, and his unparalleled achievement of
bringing motor cycles to the masses. Soichiro Honda was a racer, a businessman, and a
manufacturer. But most of all he was a dreamer. He dreamed of a better way of making piston
rings, founded a small company, and began production. He dreamed of giving people
everywhere an economical form of transportation, and began producing small motorcycles,
including one built in 1949 called the D-Type Dream.
He also loved racing too. So his company built bigger and faster machines, two, four, five and
six-cylinder race bikes and won the Isle of Man.
Honda Motor Company is by far the world's biggest motorcycle maker. Honda's first
motorcycle was born out of necessity in immediate post World War II Japan, where public
transportation was desperately overcrowded and gasoline severely restricted.
Looking for a solution to his, and thousands of others', personal transport problems, Honda
came across a job lot of 500 war surplus two-stroke motors designed to power electric
generators; nobody else wanted them so Honda picked them up cheap.
His aim was to adapt them for attachment to push-bikes and, by October 1946, his small
factory in Hamamatsu was making complete, makeshift motor bikes using proprietary cycle
frames. Because gasoline was in short supply, Honda adapted his motors to run on turpentine, a
fuel that he himself distilled from pine trees and sold throughout Japan. Turpentine (or gas
thinned out with turpentine) was not the best thing for powering motorbikes, and required a lot of
strenuous pedaling to warm the engine up enough going before you could get.

Honda's first bikes were very successful and supplies of the surplus engines ran out after a few
months. Business was good by then, so he decided to manufacture his own motors. Using the
surplus motor as a model, Honda designed and built his own 50cc engine.
In November 1947, the 1/2 horsepower A-Type Honda was being manufactured and sold as a
complete motorbike. Because the motorbike gave off a lot of smoke and a stench of turpentine it
was known as the "Chimney".
Soichiro Honda started Honda Motor Company in 1948, at the age of 41. Soon after he hooked
up with financial whiz Takeo Fujisawa and together they built an empire.
1948 saw Honda introduce a 90cc version of the A-Type known as the "B-Type".
By 1949 Honda came out with the "D-Type". Mr. Honda was involved in every step of the
two-stroke D-Type Dream's design and manufacture. This was Honda's first motorcycle. This
was far from simply slotting a motor into a pushbike frame. Honda called his machine 'The
Dream', because his dream of building a complete, motorcycle had come true. Soichiro Honda
was an engineer and was always looking to produce better and more sophisticated machines.
It turned out to be the 146cc, OHV, four-stroke E-Type Dream. A powerful machine producing
5 ½ bhp capable of 50 mph. It had a steel frame and proper suspension front and rear. By
October 1951 the new Dream was in production at the rate of 130 units per day.
In 1952 Honda produced the first “Cub” F-Type, a 1/2 horsepower, 50cc, two-stroke engine
that was produced in huge numbers. You could get one to fit to your pushbike or buy the
complete red and white Honda “Auto Bai”. Less than a year after its Introduction, production
was 6500 units per month, at that time it was 70% of Japan’s powered two-wheeler market.
In 1953 Honda produced the 90cc, four-stroke single, a motorcycle of even greater
sophistication. This was known as the Benly; in Japanese this means “convenience”. The J-Type
Benly had a three-speed gearbox, produced 3.8bhp, a pressed steel Frame, rear suspension with

the engine and swinging arm on a sprung pivot, and telescopic front suspension. Before long
they were selling at a rate of 1000 units a month.
In 1954 a 200cc scooter, the Juno, was introduced to capture some of the sales from the Vespa
scooter copies that were being built in Japan. Honda produced different versions of the Dream
and Benly motorcycles over the next few years incorporating different size engines (up to 350cc)
and other refinements.
In September 1957 Honda introduced their first twin-cylinder motorcycle, the sophisticated
250cc OHC four-stroke C70 Dream. It was the forerunner of Honda’s high-performance 125 and
250cc twins.
In early 1958 Honda fitted an electric starter to the 250cc Dream and named it the C71 and, in
1959, the latest Benly an incredibly sophisticated 125cc OHC four-stroke twin, capable of
70mph was introduced as the C92.
In July 1958 Honda introduced in Japan what became the world’s most successful motor cycle,
the C100 Super Cub.
The Super Cub was developed over three years to be a cheap and practical motorcycle that
literally anyone could use. It used a 50cc four-stroke OHV motor and centrifugal clutch with
three-speed transmission. It was so easy to operate that even new riders could ride it as easily as
a pushbike. Its innovative frame without a crossbar made it popular with the ladies and set a new
trend in commuter motorcycling. The word “scooterette” was coined to describe this step-
through style motorbike which sold in 50, 70 and 90cc versions.
In 1959 it was the first Honda motorcycle sold in the U.S., eventually becoming the world’s
best-selling vehicle (30 million to date). As proof the original concept and design was perfect is
the fact that today’s C50, C70 and C90s have only detail changes to set them apart from the
machines of 25 years ago.

That same year, 1959, Honda introduced the 250cc C72 Dream in Amsterdam. This was the
first Japanese bike to be officially shown in Europe. It surprised the crowd with its unusual
pressed steel frame, swing arm and front leading link forks, sophisticated OHC all aluminum
engine, electric starter and indicators.
In the UK learners had just been restricted to motorcycles of this size and wanted the fastest
bikes they could legally ride. The Honda’s were the fastest 250s around, and the C72 with its
improvements like 12-volt electric’s and wet sump lubrication, successor of the C71, was
capable of 80mph and could still get 66 miles per gallon.
The CB92 retained the pressed-steel frame and leading link forks while the CB72 received a
tubular style frame and telescopic front suspension
In 1961 two years after Honda started selling Super Cubs, Honda stunned the racing world
with “Mike the Bike” Hail wood’s twin victories at the Isle of Man. It was the first of an
unprecedented string of victories that was only the beginning of Honda’s racing tradition.
From the beginning, Mr. Honda dedicated his company to racing, racking up over 100 major
motorcycle championships around the world. What was learned from building high-performance
racing machines later led to the development of groundbreaking production motorcycles?
The classic CB72 and CB77 helped fuel interest in riding, got America on two wheels, and
established Honda as a serious player. The Hawk name has appeared on Honda models CB72,
CB77, CB400T, NT650, VTR1000F ever since, the latest being the 1998 VTR1000F.
In 1962 this breakthrough advertising “You meet the nicest people on a Honda” shattered the
myth that motorcycles were only for tough guys and rebels. It reached out and made Honda and
motorcycling in general, appealing to everyone.
The C77 a 305cc version of the Dream and the CB77, a Super Sports motorcycle producing
28.5bhp were introduced in 1963.

In 1964 the C95 a 154cc version of the Belly and a 161cc version Of the CB160 was also
offered.
The Hon dells recorded “Little Honda” in 1964. Honda entered the American pop culture as
the subject of this hit song.
In 1965 Honda, always eager for a new market, jumped into the big leagues with their first big,
fast production motorcycle, the innovative 43bhp CB450 twin. This was a double overhead-
camshaft machine with torsion bar valve springs that would do a genuine 104mph, a machine to
challenge the 500cc-plus bikes.
Despite its performance, sales of the CB450 worldwide were Poor. A number of engineering
changes were made; in 1967 a five-speed gearbox was added.
In 1967 Honda had their first big off-road win in the “first” Baja 1000.
In 1968 Honda stopped production of the CB72 and CB77 and produced a new line of high
performance SOHC twins with five-speed gearboxes, called the CB250 and CB350, with the
CB350 able to hit 106mph.
At the Tokyo Show of 1968 Honda, after months of tantalizing rumor, unveiled a landmark
achievement that would change the motorcycling world forever. A 750cc bike with four
cylinders and a disc brake that was so fast and powerful a new word, “super bike”, was coined to
describe it. The CB750F four was the biggest bike out of Japan, proving that a high-performance
motorcycle could also be very reliable.
In April 1969 Honda set the motorcycle world on fire with the introduction of the CB750.
Performance was staggering, easily hitting 120mph and at the time it had better acceleration than
anything else on the road.

In 1969 the first Honda automobile sold in the U.S., leading Honda to become a preeminent
automotive power.
In India scooter manufacturing was started in the 1950’s by “APL” in collaboration with
“INNOCENTRE” of Italy, and in 1972 BAJAJAUTO began its operations in collaboration with
“PIAGGIO” of Italy. The name “BAJAJ” synonymous with two wheelers but the scooters
suffered from poor aesthetics low fuel efficiency and difficulty in driving. The most effected
have been those with Italian design, while Japanese designs have actually gained. The decline of
16% shown by Italian design.
Scooters; like BAJAJ and LML in 2001-2002 continued further to 38% in 2002-2003 on
the other hand Japanese designed scooters like KINETIC and TVS which showed a growth of
15% in 2001-2002 almost doubled it to 27% in 2002-2003.
Scooters sales have seen a major in the last decade is so. While the Italian designed
scooters saw a negative growth of 38% during 2000-2001, the Japanese designed vehicles like
KINETIC and TVS grow by 27% during the same period. Even 4 stroke scooters have been
unable to stem the tide of consumers growing preference doe motorcycles. The whole moped
segment which includes the scooters (below 100cc) witnessed a decline last year. However it
had largely to do with mopeds with large wheels or the Italian designed mopeds.
For some time we have been hearing about cheap Chinese goods flooding the Indian
market. For some it has turned into big trouble but what is the business without some thread.
Indeed the whole two wheeler industry should look at it as a challenge and join forces to
overcome this challenge.
Hero Honda is not unnecessarily perturbed by the cheap Chinese bikes, which may floods
the market for as it believes on Indian roads a bike needs have 3R’s – reliability, resale value and
ruggedness. On all these counts, Hero Honda motors scores much higher than the Chinese
competition.

Indeed today’s some of Indian bikes are no more costly that the Chinese one’s and are
almost in same range. I could be a problem for the Chinese imports to beet the India
counterparts although such cheap variety will not last on Indian roads, with all the potholes and
ditches.
Still the Indian two wheeler industry is confident that is quite capable of meeting all
challenges and overcoming them.
Honda is the most buzzing word which can be heard frequently in commercial bikes
market. Honda took many years to be in number one position in market, at present, though it has
faced many bottle necks and struggles.
The company’s innovative functioning made it known to everybody in India. We can

analyze its performance with its market share by comparing it with others like Bajaj, LML etc.
HONDA added its own dose of excitement to the premium segment. With the
introduction of ACTIVA, SHINE, DIO, ETERNO, etc.
In the present study title “Customer satisfaction towards Honda 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.

The Honda Unicorn is a motorcycle developed by Honda Motorcycle & Scooter India (HMSI)
and introduced in 2005. The motorcycle was built and designed by the Honda R&D team based
in Osaka, Japan. It was internally called the CBF150M. The engine was taken from CRF150F
post 2005 engine. The previous version of CRF150F was the old CBZ classic. The design of the
bike was done keeping in mind Indian road conditions. Many new features were incorporated,
including a two-way air jacket and a diamond frame. The first version of the bike featured spoke
wheels and kick start only.
Honda claimed the Unicorn accelerated from 0 to 60 km/h (0 to 37 mph) in 5 seconds. India
Business Insight reported acceleration of 0 to 60 km/h (0 to 37 mph) in 5.28–5.86 seconds, and a
top speed of 114 km/h (71 mph).
Honda released this motorcycle to compete with the Bajaj Pulsar and the TVS Apache. Changes
included alloy wheels, powder coated engine with a polished head, electric starter, new graphics,

clear lens indicator lamps, a trip meter, and a slightly smaller rear grab rail. Few performance
changes included minor changes in the cylinder head, overhead valve, and ignition remap and a
rear sprocket increase of one tooth, which resulted in increased acceleration at the expense of
reduced top speed. The air filter was changed from a dry paper to oil coated to better suit dusty
conditions and a new airflow screw in carburetor. A limited Moto GP "Unicorn Grand Prix"
edition had the guise of a Repsol Honda RC211V. HMSI sold 720,000 Unicorns in 2007. The
Unicorn overtook the Bajaj Pulsar to rank highest in its category, the premium segment, in the
2005 Motorcycle Total Customer Satisfaction (MTCS) survey of 7,000 customers conducted by
the TNS specialist division, TNS Automotive.
In 2010, a premium, sporty and stylish variant of the Unicorn, the Unicorn Dazzler, was
launched. Except its styling and presence of disc brake at rear, the other features and
specifications are same as that of the original Unicorn.
From 2010, the letters of CB attached for Unicorn model and other variants of motorcycles from
Honda.
SPECIFICATIONS OF HONDA UNICORN
 Displacement163 cc
 Max Power14.50 bhp @ 8,000 rpm
 Maximum Torque14.60 Nm @ 6,000 rpm
 No. of gears5
 Fuel Efficiency62 kmpl
 Brake TypeDisc

 Front DiscYes
 Rear DiscNo
 Alloy WheelsYes
 Kerb Weight135 kg
 Chassis TypeDiamond
 Top Speed106 kmph
 Tubeless TyresYes
 Fuel Tank Capacity12 litres
 Displacement163 cc
 Cylinders1
 Max Power14.50 bhp @ 8,000 rpm
 Maximum Torque14.60 Nm @ 6,000 rpm
 Bore57 mm
 Stroke63 mm
 Valves Per Cylinder--
 Fuel Delivery SystemCarburetor
 Fuel TypePetrol
 Ignition--

 Spark Plugs--
 Cooling SystemAir Cooled
 Gearbox TypeManual
 No. of Gears5
 Transmission TypeChain Drive
 ClutchWet Multiplate
 Brake Type Disc
 Front Disc Yes
 Front Disc/Drum Size 240 mm
 Rear Disc No
 Rear Disc/Drum Size 130 mm
 Calliper Type --
 Wheel Size 17 inches
 Front Tyre 80/100-17
 Rear Tyre 110/80-17
 Tubeless TyresYes
 Radial TyresNo
 Alloy WheelsYes

 Front SuspensionTelescopic
 Rear SuspensionSpring Loaded Hydraulic Typ
 Kerb Weight 135 kg
 Overall Length 2,045 mm
 Overall Width 757 mm
 Overall Height 1,060 mm
 Wheelbase 1,324 mm
 Ground Clearance 150 mm
 Seat Height --
 Chassis Type Diamond
 Fuel Tank Capacity 12 litres
 Reserve Fuel Capacity --
 Fuel Efficiency Overall 62 kmpl
 Fuel Efficiency Range --
 Top Speed 106 kmph

Otherattractive colors of Honda unicorn
Matte Axis black
Iimperial Red Metallic
Pearl Igneous Black

Pearl Amazing White

OTHER PRODUCTS OF HONDA IN INDIA:
 Honda CBR 250R

 Honda CBR 150R
 Honda Trigger
 Honda Unicorn
 Honda Stunner
 Honda Shine
 Honda Twister
 Honda Dream
 Honda Dream Neo
 Honda CD 110
 Honda Activa
 Honda Aviator
 Honda Activa 125
 Honda DIO

CHAPTER 4
DATA ANALYSIS AND INTERPRETATION
TABLE 4.1
Table showing respondents using Honda unicorn
SL.NO GENDER NO:OF PERCENTAGE

RESPONDENTS
1 MALE 50 100 %
2 FEMALE 0 0%
3 TOTAL 50 100 %
Analysis
The above table indicates that Honda unicorn is mostly used by male.

GRAPH 4.1
Graph showing the respondents using Honda unicorn.
GENDER
60
50
50
40
30 MALE
FEMALE
20
10
0
MALE FEMALE
Inference
This graph shows that most of the respondents of unicorn are used by male.

TABLE 4.2
Table shows the occupation of the users of the Honda unicorn.
SL.NO OCCUPATION NO:OF PERCENTAGE

RESPONDENTS
1 BUSINESS 12 24 %
2 EMPLOYED 28 56 %
3 PROFESSION 10 20 %
4 TOTAL 50 100 %
Analysis
The above table shows that 56 percent of respondents are employed persons, 24 percent of
respondents are business people and 10 percent of respondents are professional people.

GRAPH 4.2
Graph shows the occupation of the users of Honda unicorn
OCCUPATION OF USERS
30 28
25
20
NO:OF RESPONDENTS
15
12
10
10
0
BUSINESS EMPLOYED PROFESSION
Inference
The above graph shows that most of the respondents of Honda unicorn are employed.

TABLE 4.3
Table shows the monthly income of the respondents.
SL.NO MONTHLY NO:OF PERCENTAGE

INCOME RESPONDENTS
1 BELOW 10000 8 16 %
2 10000-20000 18 36 %
3 20000 above 24 48 %
4 TOTAL 50 100 %
Analysis
The above table indicates that respondents who have income more than 20000 are 48 percent. 36
percent of respondents are monthly income of 10000-20000 and only 16 percent of respondents
have the monthly income of below 10000.

GRAPH 4.3
Graph shows the monthly income of the respondents
INCOME OF USERS
24
25
20 18
15
NO:OF RESPONDENTS
10 8
0
BELOW 10000 10000-20000 20000 above
Inference
The above graph shows that many respondents have monthly income above 20000.

TABLE 4.4
Table shows the age group of the respondents
SL.NO AGE GROUP NO:OF PERCENTAGE

RESPONDENTS
1 18-25 27 54 %
2 25-35 12 24 %
3 35-45 8 16 %
4 45 and above 3 6%
5 TOTAL 50 100 %
Analysis
This table shows that most of the respondents using Honda unicorn is the age group between 18-
25. 27 percent of users are youth. 12 percent of respondents are the age group of 25-35, 8 percent
of respondents are 35-45 and age group between 45 and above are only 3.

GRAPH 4.4
Graph shows the age group of the respondents
AGE GROUP
30
27
25
20
15
NO:OF RESPONDENTS
12
10
8
5
3
0
18-25 25-35 35-45 45 and above
Inference
This graph shows that most of the respondents are the aged between 18-25.

TABLE 4.5
Table showing the source of information of Honda unicorn.
SL.NO INFORMATION NO:OF PERCENTAGE

RESPONDENTS
1 DEALERS 10 20 %
2 FRIENDS 18 36 %
3 TV ADS 12 24 %
4 MAGAZINES 3 6%
5 OTHERS 7 14 %
6 TOTAL 50 100 %
Analysis
Above table indicates that 36 percent of respondents are aware about the Honda unicorn from
friends. 10 percent of respondents are aware of this vehicle from dealers, 12 percent are from TV
ads and 3 percent of respondents are from magazines. 7 percent of respondents came to know
from other sources.

GRAPH 4.5
Graph shows the source of information of Honda unicorn
SOURCE OF INFORMATION
7
10
DEALERS
FRIENDS
TV ADS
MAGAZINES
OTHERS
12
18
Inference
The above graph shows that mostly the source of information is from friends.

TABLE 4.6
Table shows the preference of the customers.
SL.NO PREFERENCE NO:OF PERCENTAGE

RESPONDENTS
1 COST EFFECTIVE 12 24 %
2 GOOD MILEAGE 18 36 %
3 EASY TO RIDE 15 30 %
4 COMPANY’S 5 10 %
IMAGE
5 TOTAL 50 100 %
Analysis
This table shows that out of 50 respondents 18 of them are preferred the good mileage of the
vehicle. 12 respondents preferred that it’s cost efffective and 15 of them state that the vehicle is
easy to ride. Only 5 of them preferred the company’s image.

GRAPH 4.6
Graph shows the preference of the customer
PREFERENCE
5
12
15 CHEAPER
GOOD MILEAGE
EASY TO RIDE
18 COMPANY’S IMAGE
Inference
The above graph shows that majority of the people opinions isabout the good mileage of the
vehicle.

TABLE 4.7
Table shows the opinion about the price of the Honda unicorn
SL.NO OPINION NO:OF PERCENTAGE

ABOUT THE RESPONDENTS
PRICE
1 REASONABLE 30 60 %
2 HIGH 15 30 %
3 TOO HIGH 5 10 %
4 TOTAL 50 100 %
Analysis
The above table shows that 60 percentage of respondents opinions are reasonable about the price
of Honda unicorn. Only 30 percentage of respondents are said that price is high while 5
percentage of respondents sates that price is too high.

GRAPH 4.7
Graph shows the opinion about the price of Honda unicorn
OPINION ABOUT PRICE

30
30
25
20
15
NO:OF RESPONDENTS
15
10
5
5
0
REASONABLE HIGH TOO HIGH
Inference
Majority of the respondent’s opinions that the price of the Unicorn is reasonable.

TABLE 4.8
Table shows respondentsawareness for competitor products.
SL.NO COMPETITORS NO:OF PERCENTAGE

RESPONDENTS
1 BAJAJ PULSAR 14 28 %
2 TVS APACHE 9 18 %
3 YAMAHA FZ 17 34 %
4 SUZUKI GIXER 10 20 %
5 TOTAL 50 100 %
Analysis
The table shows that 28 percentage of respondents are aware of Bajaj pulsar as competitor
product.34 percentage is aware of Yamaha fzand Suzuki Gixer is 20 percentage. TVS apache is
only 9 percentage.

GRAPH 4.8
Graph shows the respondents awareness of competitor products
AWARENESS FOR COMPETITOR
18 17
16
14
14
12
10
10 9
NO:OF RESPONDENTS
8
0
BAJAJ TVS APACHE YAMAHA FZ SUZUKI
PULSAR GIXER
Inference
This graph shows that most of the respondents said that Yamaha fz is the main competitor of
Honda unicorn.

TABLE 4.9
Table shows factors influencing purchase of Honda unicorn
SL.NO FACTOR NO:OF PERCENTAGE

INFLUENCED RESPONDENTS
1 MILEAGE 17 34 %
2 PERFOMANCE 19 38 %
3 COMFORT 10 20 %
4 DURABILITY 4 8%
5 TOTAL 50 100 %
Analysis
Above table shows that factors influencing of Honda unicorn. 38 percentage of respondents are
influenced of performance and 34 percentage is for mileage. This is the majority response of the
respondents. Only 10 percentage of respondents are influenced by comfort while remaining 4
percentages of respondents influenced of durability.

GRAPH 4.9
Graph shows factors influencing purchase of Honda unicorn
FACTORS INFLUENCE
20
19
18
17
16
14
12
10
10
NO:OF RESPONDENTS
4
4
0
MILEAGE PERFOMANCE COMFORT DURABILITY
Inference
This graph shows that most of the respondents are influenced to purchase Honda unicorn because
of its performance.

TABLE 4.10
Table shows the opinion about the advertisement of respondents
SL.NO OPINION ABOUT NO: OF PERCENTAGE

ADVERTISEMENT RESPONDENTS
1 SATISFIED 40 80 %
2 NOT SATISFIED 10 20 %
3 TOTAL 50 100 %
Analysis
The above table shows that 80 percentages of respondents are satisfied with the opinion about
the advertisement of the Honda unicorn. Only 20 percentages of respondents are not satisfied
with the advertisements.

GRAPH 4.10
Graph shows the opinion about the advertisement of Honda unicorn.
OPINION ABOUT ADVERTISMENT
SATISFIED
NOT SATISFIED
Inference
This graph shows that only 10 respondents are not attracted to the advertisements.

TABLE 4.11
Table shows the opinion about Honda unicorn.
SL.NO OPINION NO: OF PERCENTAGE

ABOUT RESPONDENTS
UNICORN
1 FULLY 40 80 %
SATISFIED
2 SATISFIED 7 14 %
3 NOT SATISFIED 3 6%
4 TOTAL 50 100 %
Analysis
The above table shows that majority of the respondents are fully satisfied with the Honda
unicorn vehicle. Out of 50 respondents only 3 are not satisfied while 7 are satisfied with Honda
unicorn.

GRAPH 4.11
Graph shows the opinion about the Honda unicorn
OPINION
45
40
40
35
30
25
NO: OF RESPONDENTS
20
15
10
7
5 3
0
FULLY SATISFIED SATISFIED NOT SATISFIED
Inference
Above graph shows that most of the people are satisfied with this vehicle.

TABLE 4.12
Table shows the respondents willing to recommend Honda unicorn to others.
SL.NO RECOMMENDATION NO: OF PERCENTAGE

TO OTHERS RESPONDENTS
1 YES 45 90 %
2 NO 5 10 %
3 TOTAL 50 100 %
Analysis
The above table shows that 45 of the respondents are ready to recommend the unicorn to others
while only 5 of the respondents are not ready because of some opinions.

GRAPH 4.12
Graph shows the respondents willing to recommend Honda unicorn to others.
50
45
45
40
35
30
25
NO: OF RESPONDENTS
20
15
10
5
5
0
YES NO
InferenceThis graph shows that majority of the respondents are ready to recommend others
about this vehicle.

Table 4.13
Table showing level of customer satisfaction of Honda Unicorn:
Particulars No. of Respondents Percentage
Excellent 22 44%
Good 16 32%
Satisfied 10 20%
Poor 2 4%
Total 50 100%
ANALYSIS
The table analysis the level of customer satisfaction of Honda Unicorn.
44% of the respondents rated excellent for the Honda Unicorn.
32% of the respondents rated good as the level of satisfaction.
20% of respondents are just satisfied with the Honda Unicorn.
4% of the respondents are not satisfied with the Honda Unicorn.

Graph 4.13
Graph showing level of satisfaction of Honda Unicorn:
Percentage
100%
90%
80%
70%
60%
50% 100% Percentage
40%
30%
44%
20% 32%
10% 20%
4%
0%
Excellent Good Satisfied Poor Total
INFERENCES
It is inferred that most of the customers are satisfied with Honda Unicorn

TABLE 4.14
Table sowing attributes of Honda Unicorn:
ATTRIBUTES HIGHLY % DISSATISFIED % SATIFSIED % HIGHLY %

DISSATISFIED SATISFIED
Mileage 0 0% 5 10% 28 56% 17 34%
Pickup 3 6% 15 30% 22 44% 10 20%
Engine 0 0% 7 14% 30 60% 13 26%
Efficiency
Maintenance 0 0% 2 4% 20 40% 28 56%
Price 1 2% 8 16% 30 60% 11 22%
Look 2 4% 2 4% 30 60% 16 32%
Services 0 0% 2 4% 25 50% 23 46%
ANALYSIS
This table shows the attributes of the Honda unicorn.
56% of the respondents are satisfied with the mileage of Honda unicorn, 34% of the respondents
are highly satisfied with the mileage, and 10% of the respondents are dissatisfied with the
mileage and 0% is highly dissatisfied with the mileage.
6% of respondents are highly dissatisfied with the pickup of the Honda actunicorn,30% is
dissatisfied, 44% of the respondents are satisfied with pickup given by Honda unicorn and 20%
is highly satisfied with it.
60% of the respondents are satisfied with the engine efficiency, 14% of respondents are
dissatisfied with the engine efficiency, and 26% of the respondents are highly satisfied with the
engine efficiency
56% of the respondents are highly satisfied with the maintenance, 40% of the respondents is
satisfied with its maintenance, 4% is dissatisfied with its maintenance

60% is satisfied with the price of Honda unicorn, 22%is highly satisfied with the price of Honda
unicorn, 16% is dissatisfied with the price and 2% is highly dissatisfied with the price of Honda
unicorn.
32% of the respondents is highly satisfied with the look of Honda unicorn, 60% is highly
satisfied 4% is dissatisfied and 4% is highly dissatisfied with the look Honda unicorn
50% of the respondents is satisfied with the service after sales of Honda unicorn, 46% is highly
satisfied,4% the respondents is dissatisfied by the service after sales of the Honda unicorn.
Graph 4.14
Charts showing attributes of Honda unicorn:
Graph 4.14(a)
Graph showing respondent’s satisfaction level in mileage:
Mileage
56%
60%
50%
40% 34%
30%
Mileage
20%
10%
10%
0%
0%
SATISFIED
HIGHLY DISSATISFIED SATIFSIED HIGHLY
DISSATISFIED
INFERRENCESIt is inferred that most of the respondents are satisfied with the mileage.

Graph 4.14 (b)
Chart showing the satisfaction level of pickup of Honda Unicorn:
Pickup
50%
44%
45%
40%
35%
30%
30%
25%
20%
20% Pickup
15%
10%
6%
5%
0%
INFERENCES
it is inferred that most of the respondents are satisfied with the pick delivered by Honda unicorn.30% of
respondents are dissatisfied with pickup of Honda Unicorn.

Graph 4.14 (c)
Chart showing the satisfaction level of engine efficiency of Honda unicorn:
ENGINE EFFICIENCY
70%
60%
50%
40%
30%
20%
10%
0%
HIGHLY DISSATISFIED SATIFSIED HIGHLY SATISFIED
DISSATISFIED
Engine Efficiency
INFERENCES
It is inferred that most of the respondents are satisfied with the engine efficiency.

Graph 4.14 (d)
Chart showing the satisfaction level of maintenance of Honda Unicorn:
MAINTENANCE
60 5600%
50
4000%
40
30
Maintenance
20
10
400%
0
0
DISSATISFIED
INFERENCES
The chart shows majority of the respondents are highly satisfied with the maintenance of Honda
unicorn

Graph 4.14 (f)
Chart showing the satisfaction level in price of Honda Unicorn:
Price
100%
90%
80%
70%
60%
2% 16% 60% 22%
50% Price
40%
30%
20%
10%
0%
INFERENCES
The chart shows majority of the respondents are satisfied with the price of Honda unicorn.

Graph 4.14 (f)
Chart showing the satisfaction level of appearance of Honda Unicorn:
APPEARANCE
Look
60%
32%
4% 4%

DISSATISFIED
INFERENCES
The chart shows majority of the respondents are satisfied with the looks of Honda Unicorn.

Graph 4.14 (g)
Chart showing the satisfaction level of service of Honda Unicorn:
SERVICES
Services
56%
40%
4%
0%
HIGHLY DISSATISFIED DISSATISFIED SATIFSIED HIGHLY SATISFIED
INFERENCES
The chart shows majority of the respondents are satisfied with the services of Honda Unicorn.

TABLE 4.15
Rating of Honda Unicorn
Rating No: of respondent percentage
Excellent 3 10
Good 15 50
Bad 3 10
Average 9 30
Total 30 100
Analysis
According to the respondent 100% are aware of vespa piaggio

Graph 4.15
no: of repondent
15
excellent
good
30
bad
average
Inference
Hence it can be inferred that majority respondent rated vespa as good

CHAPTER 5
SUMMARY OF FINDINGS, SUGGESTIONS
AND CONCLUSION
FINDINGS
1. Majority of the respondents who know about unicorn feel it is vehicle known for its style
and as status symbol.
2. Most of the respondents are male.
3. Respondentshave above 20000 monthly income prefer to use Honda unicorn.
4. Majority of the owners of unicorn feel it is amulti-purpose vehicle.
5. Most of respondents have come to know about unicorn through friends.
6. Most of the respondents feel that the price of unicorn is reasonable.
7. It is found that most of the unicorn users are between the ages of 18-25.
8. Majority of the respondents preferred because of good mileage.
9. Majority of the respondents also satisfied with the performance of their vehicle.
10. Respondents were satisfied with the advertisements and promotion of unicorn.
11. Majority of the respondents are fully satisfied with their vehicle.
12. Majority of the respondents are ready to recommend about the Honda unicorn to others.

SUGGESTIONS
1. Most of the respondents are aware of unicorn through friends only. Even unicorn is
mostly used by young people also unicorn should increase its promotional strategies like
advertisements, test ride camps everywhere s much as possible.
2. Most of the respondents have the opinion about mileage and also overall performance.
Unicorn should try to improve the factors like durability and comfort.
3. Most of the users are comparing unicorn with Yamaha fz and Bajaj pulsar. Unicorn also
try to improve its features as same as Yamaha and Bajaj.
4. Unicorn must try to hold on to the respondents of the age group of 25-35 years and try to
capture the market of older generation.
5. Advertisements should be improved little more. So the awareness of the unicorn will
reach everywhere.
6. It was found in the study that unicorn is made for upper middle class and high class
families, with regards to the middle class families Honda should look into.
7. Respondents have above 20000 monthly income only prefer to use Honda unicorn. So it
should try to look at the people who have also the income between 10000-20000.

CONCLUSION
My project title being “A study on consumer satisfaction towards Honda unicorn at

peeyem honda iritty” after completion of study and careful analysis of the data can conclude that
the public had a favorable opinion about unicorn. The respondents were making the purchase of
unicorn after comparing it with other companies. The most common reason given by the
respondents for purchase of unicorn was its mileage and good performance.
In short it is perceived as good performer in the market. It is possible to say that the
respondents have good opinion about the unicorn and the “Planet Honda” have good name and
popular at Bangalore.


ANNEXURE
Questionnaire on customer satisfaction towards
Honda Unicorn
I Aqfal Shoukath Ali pursuing my final year BBA in Acharya banglore B school
Affiliated to Bangalore University. As a part of my curriculum, I am conducting the survey on a
study on “Customer satisfaction towards Honda Unicorn”. So I request you to kindly fill in
the following questionnaire .I assure you that the information given by you will be kept
confidential.
Thank you,
AQFAL SHOUKATH ALI
 Name :
1. Male : Female:
2. Occupation:
3. Monthly Income:
Below 10000 10000 – 20000 20000 above
4. Age : 18-25
25-35
35-45
45 and above

5. How did you know about Honda Unicorn?
Dealers Friends TV ads Magazines Others
6. Why did you prefer Honda Unicorn?
Cheaper
Good Mileage
Easy to ride
Company’s image
7. What is your opinion about the price of Honda Unicorn?

Reasonable
High
Too high
8. How did you associate Honda Unicorn with other Brands like
Bajaj Pulsar TVS Apache
Yamaha FZ Suzuki Gixer
9. What factor influenced you to purchase Honda Unicorn?
Mileage Performance
Comfort Durability

10.What is your opinion about Advertisement and Publicity of Honda Unicorn?
Satisfied Not satisfied
11.What is your opinion about Honda Unicorn?
Fully satisfied
Satisfied
Not Satisfied
12.Will you recommend Honda Unicorn to others?

Yes No
13.Level of satisfaction of Honda Unicorn ?
Excellent
Good
Satisfied
Poor

14.Give your opinion regarding attributes of Honda Unicorn
Attributes HIGHLY DISSATISFIED NEITHER SATISFIED HIGHLY

DISSATISFIED SATIFIED SATISFIED
NOR
DISSATISFIED
Mileage
Pickup
Engine
efficiency
Maintenance
Price
Appearance
Services
15. how do you rate Honda Unicorn
Excellent
Good
Average
Need improvement


BIBLIOGRAPHY
BOOKS
AUTHOR TITLE OF THE BOOK
PHILIP KOTLER PRINCIPLES OF MARKETING
DAVID L.LUCK & RONALD S.RUBIN MARKETING RESEARCH
WEBSITES
www.wikipedia.com
www.google.com
www.honda2wheelersindia.com
www.bikewale.com

Customer Satisfaction Towards Honda Unicorn

Uploaded by

Document Information

Original Description:

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Customer Satisfaction Towards Honda Unicorn

Uploaded by

Copyright:

Available Formats

A STUDY ON CUSTOMER SATISFACTION TOWARDS HONDA UNICORN

ACHARYA BANGALORE B SCHOOL Page 1

What is Marketing? (Marketing Definition)

American Marketing Association defines marketing as:

The Chartered Institute of Marketing (CIM) says:

Philip Kotler defines marketing as:

ACHARYA BANGALORE B SCHOOL Page 2

Palmer’s marketing definition is as:

The Marketing Concepts

ACHARYA BANGALORE B SCHOOL Page 3

A customer (sometimes known as a client, buyer, or purchaser) is the recipient of

 An intermediate customer or trade customer (more informally: "the trade") who is

ACHARYA BANGALORE B SCHOOL Page 4

 An internal customer is a customer who is directly connected to an organization, and is

 An external customer of an organization is a customer who is not directly connected to

A marketing concept that encompasses a customer's impression, awareness and/or consciousness

ACHARYA BANGALORE B SCHOOL Page 5

 Process via which consumers select and organize stimuli, so as to provide

 More than sensing something.

 Assigning meaning and incorporating it into their world.

 Part of the “Information Processing” process.

 Process by which consumers select and organize stimuli, so as to provide

Consumer’s Processing of Information

A product of utilities comprising of various products, features and accompanying services. To

ACHARYA BANGALORE B SCHOOL Page 6

A paid media for non-person communication from the manufacturer/dealer to the

1.2 IMPORTANCE OF MARKETING:-

Marketing generates revenue for the business firm.

Marketing is an important activity, particularly in the competitive economy.

It has become the nerve center of all business activities.

Marketing is the beatings hear of the business organization.

ACHARYA BANGALORE B SCHOOL Page 7

1.3 PROCESS OF MARKETING:-

ACHARYA BANGALORE B SCHOOL Page 8

opportunities, evolving suitable marketing strategies, and supervising the implementation of

1.4 FUNCTIONS OF MARKETING:-

The functions are:

 Selling - Producers function within a free market to sell products to consumers.

 Transportation -Products must be physically relocated to the locations where consumers

ACHARYA BANGALORE B SCHOOL Page 9

 Risk-Taking - Insurance companies provide coverage to protect producers and marketers

 Grading and Standardizing- Many products are graded in order to conform to

1.5 UTILITIES OF MARKETING:-

ACHARYA BANGALORE B SCHOOL Page 10

 Possession Utility- Possession utility establishes legal ownership of a product. When

Ideas Persons (Celebrity- Experiences (Theme

Organization Places (Tourist Events (Sport events,

1.7 TYPES OF MARKETING:-

ACHARYA BANGALORE B SCHOOL Page 11

ACHARYA BANGALORE B SCHOOL Page 12

1.8 7P’s of MARKETING:-

ACHARYA BANGALORE B SCHOOL Page 13

Traditionally this consideration known as 4Ps-Product, Price, Place and Promotion. As

1. Who is the product aimed at?

2. What benefit will customers expect from it?

Product is worth as much as people are prepared to pay for it.

ACHARYA BANGALORE B SCHOOL Page 14

*Promotional campaign purpose

*The budget for the promotional campaign

* Legal rules about what you can promote and how

*The target market for the product

* The marketing environment in which the firm operates