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1. CHAPTER: I
INTRODUTION:
The two wheeler industry has been expanding rapidly. Gone are the days when
processing a two wheeler was seen as a luxury. Now a day it is viewed as a mere necessity.
Prior, sale of two wheelers was mainly confined to urban areas but lately in rural areas the
bicycles are being replaced by power driven two wheelers such as scooters and motorcycles.
Not only this, the industry has also customers ranging from all demographic segments. It has
been common that even school going children are driving two wheelers. The women customers
are also increasing due to increase in women literacy and employment.
If getting a new customer is difficult, then retaining a current customer is more difficult
one and not only that it is estimated that the cost of attracting a new customer is five times
retaining the current customer. It requires a great deal of effort to induce satisfied customer to
switch away from their current preference. Thus customer attitude is been given top priority in
today’s competitive world.
Need for the Study:
After globalizations, number of two wheeler markets have entered Indian Market. New
companies have been set up with foreign, a Specially Japanese Collaboration by already
established companies. Honda motors Japan has set up subsidiary company at Gurgaon , India
to offer state of the art Honda two wheelers to Indian makes Honda motors with its wide
product range has achieved a respectful market shone with strong dealer network and excellent
after sales services.
Even though there is waiting period for some products, some are available across the
shelf dealerships are upon not only at metros, but also at urban and semi urban areas. This is to
provide prompt after sales services .it has opened class of art show rooms and work shop at all
the places.

2. There is a need to study to efforts put in by the Company, Dealers and Service network
to study the extent to which customers are satisfied with the product, service and allied services
etc. Hence it is proposed to study the Customer Satisfaction levels of Honda Customers with
respect to the product performance, after sales service and other allied services like finance
facility, availability of spares and accessories etc.
Two Wheeler Auto Mobile’s Introduction
Throughout the centuries man has striven to expand his capabilities through the use of
machine. His ever inventive mind has constantly devised ways to use tool to increase his
abilities to explore the world around him. To go faster, deeper, higher and further than before
was it. Coupled with his need to find new thrills, new adventures and new modes of
transportation, the invention refinement of the motorcycle seems an inevitable outcome. It
would seem that Michelangelo conceived of the bicycle as early 14th century. And his drawing
shows a remarkable resemblance he modern day bike. It had wheels of similar size and even
pedals and chain. Albeit made without any apparent means of steering. Through never built, it
was a remarkably clever design, and early bicycle makers would have done well to study his
concepts, there have, in fact been 4 machines built based on his drawing, attesting to the
viability of his design. It wasn‘t until 1869 that the first serious attempts were made to produce
motor driven bicycles. These very first were powered by steam, and driven by leather belts or
as in the case of the roper steam velocipede of 1869 by a system of levers attached to a crank
on the driven wheel. In 1885 the Daimler, Europe this is consider by many as the first true
motorcycle or motor bicycle, as it was the first to employ an internal combustion engine and
was designed from the ground up to be motor powered. Designed by gottlibe Daimler it was
powered by an Otto cycle engine producing about ½ horse powers. Note this design again
employed wooden wheels and Daimler dropped the twist grip controls from his 1877 design in
favor of leavers on the frame. In 1894, Hildebrand and Wolf muller, France Worlds produce
first motorcycle. It came with a 1428 cc water cooled four-stroke motor producing 2.5 bhp.
And speed of 25 mph. In 1898 orient-Aster, USA the American made production motorcycle
was this entry built by the Metz Company, in Waltham, mass, it used an aster engine that was
a French copy of the Metz Company, in Waltham, mass.

3. Introduction of India Two wheeler’s Company
Bikes or two wheelers in India cater to various needs of the consumers. With the choice
of the Indians improving from bicycles to two wheelers, the Indian two-wheeler market has
seen a significant growth over the years. Now owing a bike has become a must for most Indians.
Even if people own a car they prefer to have a bike as it is very economical and fuel efficient.
With the growth in the economy the demand for two wheelers is increasing over the
years. It is one of the most dynamic industries today and with the increasing competition
companies are bringing in new products with sophisticated technologies and innovative
features to capture a major pie of the Indian market and it‘s the consumer who is benefited
from it.. With the availability of reduced consumer loans and high disposable income the Indian
two wheeler industry has perceived an exceptional growth over the past few years thereby
making India the second largest market for two wheelers in the world only after China. The
motorcycle has now become one most popular mode of transportation among the Indian middle
class families because of it is cost effective, economical and easy to navigate through the traffic.
Moreover, the people have started preferring bikes instead of scooters and mopeds and
today bikes form a major part of the Indian two wheelers. Indian companies are one of the
largest two wheeler manufacturers in the world. The number one bike manufacturer in the
world, Hero Honda is in close competition with the Indian manufacturer Bajaj India. The
motorcycle industry in India has witnessed a tremendous change in the 90‘s with the invention
of 4 stroke engine which makes the bikes more fuel efficient. Further companies are trying to
bring in more innovations to make the motorcycle ride more comfortable, safe and user friendly
and economical. In a nut shell the followings factors can be distinguished for the growth of
motorcycle industry in India:
 Easy accessibility to cheap consumer loans.
 The increase in the average income of the family.
 The reduction in duties and taxes.
 Convenience with regards to commuting as compared to the public transport system.
 Continuous innovations in technology making the bikes economic and fuel-efficient.
 The first choice among youths and teenagers.

4. Introduction of Study
Selling of any product, there is needed to build relationship with customer. For building
relationship there is need for knowing the customer behaviour and how will be they satisfied?
This project is undertaken to know the customer behaviour & satisfaction level for Hero Honda
Motorcycle in Supreme Auto (at Ranchi) Also through this project get awareness that which
factors affect on the selling of bike mainly in the rural area. Because the area where project
was undergoing, it is almost rural area and most population income depends on agriculture or
its products. There were some limitations while doing the project. The data was collected by
personal interviews of the respondents.
It was very challenging to fill up the questionnaire as most of the population comes
from rural back ground. As it was the rural area we were supposed to explain each and every
question of the questionnaire. Also many of them did not show any interest in filling
questionnaires. This study will help Hero Honda to know the most popular way by which they
are providing services and quality to the customers and to know various customers Perceptions.
From the study, we found that, the customers were highly satisfied with the products and
service of Hero Honda, but there were some complaints regarding after sales service and staff
of Hero Honda. It was found that Hero Honda Motorcycle is having a good brand image in the
market. Most of the respondents considered Hero Honda showroom is one of the best places to
purchase of Motorcycle. The present is the era of customers. Customers are more
knowledgeable than ever before and because the customer is more knowledgeable, companies
must be faster, more agile and more creative than few years ago. So companies should strive
to enhance customer satisfaction through knowing their expectations regarding products. Hero
Honda should improve on their after sales support, and have knowledgeable support staff. Also
Hero Honda should increase the range of its targeted market.

5. SWOT ANALYSIS OF DHRUVDESH HONDA
SWOT Analysis Strengths
• Leading Honda dealers in Bengaluru
• Providing high quality services
• Dynamic team • Positive image in the city
• Specialized mechanics and employees
Weakness
• Lack of R&D programs
• Lack of aggressive selling
• Lack of promotional activities

6. Opportunities
• Growing two wheelers market in the city
• Increasing customers standard of living
• Increasing brand value
• Growing global demand for environment friendly vehicles
• Positive outlook of motorcycle industry
Threats
• Increasing price of the vehicles
• Intensive competition
• Uncertainties in the business
• Lower profitability
MARKET STATERGIES

7. Price:
It is a monetary value of the product or service. Price of a product plays a dominant role
in the success or failure of a company because in India FMCG products are the best example
for price sensitiveness. If we made a small change in the price of our product it may leads to
maximum change in the sales.
Brand image:
Brand image plays an important role in the sales because if the brand value is high we
can put high price. The customers believed that branded products are always good compare to
local products. And customers expect more from the branded products, if a person buys a china
branded mobile his expectations were limited but he bought an apple handset his expectations
were very high compare to previous purchase.
Product quality:
Customer will satisfy by the quality of product if it meets his expectations. The best
example is Nike products v/s local products, we cannot even compare because Nike provides
optimum quality products but we cannot expect the same quality from other local brands. If a
customer buys a T shirt for 100 rupees his expectations were limited but he bought a T shirt
for 1000 rupees his expectations were very high compare to previous purchase.
Service quality:
If the after sale service is good then the customer will satisfy and vice versa because a
person buys a new scooter and he was satisfied with features, price of the scooter and
performance of the product but he was not satisfied by the service provided by service center.