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

Volume 1, Issue 8 (October, 2013)

INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW

A STUDY ON CUSTOMER PREFERENCE AND SATISFACTION TOWARDS TWO
WHEELERS WITH SPECIAL REFERENCE TO RG MOTORS, PERUNDURAI
*R.GOMATHI

**M.GOMATHI

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

ABSTRACT
This study has been conducted to analyses the customer preference and satisfaction level with special
reference to two wheelers in RG motors Perundurai. Customer satisfaction includes mileage, good
features, pickup& speed, resale value etc. This study has been conducted with special reference to
supreme motors. It has been conducted at various areas of Erode district like Perundurai, Chennimalai etc.
This study has been conducted using Stratified random sampling method with a sample size of 400
customers. In this study Percentage analyses, Chi-square Test, Factor Analysis were used for analysis and
interpretation of data. Based on the analysis, it is represented with suitable charts. The researcher has
found that the preference and satisfaction level about the vehicles were good, the opinion about the Dealer
is satisfactory. And also the researcher analysed that various features and parameters regarding to the
vehicle, opinion about the overall performance of the vehicle, which has been suggested to the dealer.

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

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Key Words: Customer Preference, Customer Satisfaction

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

INTRODUCTION OF THE STUDY

The two wheeler industry has been going steadily over the years all over the world. India is not an
exception for that. Today India is the second largest manufactures of two wheelers in the world. It stands
next only to Japan and China in terms of number of two wheelers produced and sold. Until 1990 geared
scooters dominated the two wheelers market so much so that their sales equaled the combined sales of
Motor cycles and Mopeds. Today the customer preferences have shifted from geared scooters to
motorcycles and also to an extent to the premium end scooters. With rising fuel cost and more recently
stringent emission norms imposed by the government, there is a distinct consumer preference for high
efficiency.

Earlier the customer used to buy a two wheeler based on its reliability and price comfort and
utility were the two basic traits he needed in the two wheelers. Now with the opening up of the economy
and availability of new design and technology the consumer is increasingly according greater priority to
power and style.
An interesting trend is the shift in the reference towards Japanese designed two wheelers as
compared to the Italian designed machines. In the last one year the motorcycle segment has consistently
kept its growth chart intact and grown by 30%. Its share is increasing year by year. Today motorcycles
command 58% of total two wheeler industries.
1

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INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW

Hero Honda alone commands nearly half of the market shares that is 48%. A key trend in the motorcycles
segment has been the single-minded preference for 4 stroke engines in motor cycles.
The companys innovative functioning made it known to every body in India. We can analyze its
performance with its market share by comparing it with others like Bajaj, LML etc.
2005-06

2006-07

GROWTH (%)

HERO HONDA

3, 01,577

3, 14,567

4.31

BAJAJ AUTO

2, 72,271

2, 06,208

-24

TVS

1, 62,200

1, 15,097

-29.04

HONDA

1, 40, 36

1, 20,287

-7.89

In the present study title Customer Satisfaction towards Motor Cycle, all the aspects with reference
to nature of consumer and his attitude towards style of the bike, mileage, his opinion towards after sales
service, maintenance and opinion on the issue that whether Honda bikes are suitable for rugged roads
etc., have been studied carefully.

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CUSTOMER SATISFACTION

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MANUFACTURER

Satisfaction is level of persons felt state resulting from comparing a products performance in relation
to the persons expectation.

Thus the satisfaction level is function of the difference between perfervid performance and
expectation. A customer could experience one of the three board levels of satisfactions, if the
performance falls short of expectation the customer is dissatisfied, if the performance matches, the
customer is satisfied, if the performance exceeds expectations, the customer is highly satisfied,
pleased or delighted.

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Expectations are made on the basis of the buyers past experience statements by friends and associates
and marketer and competitor information and promises. If marketer raise expectation too high, the
buyer is likely to be sis appointed. Some of the most successful companies are arising expectations
and delivering performances to matches. These companies are aiming for total customer satisfaction.

CONSUMER PERFERENCE
Preference can be described as how we see the world around us . Two individuals may be
subject to the same stimuli under apparently the same conditions, but how they recognize them select
them, organize then interpret them is an highly individual process based on each persons own needs
values and expectations the influence that each of three variables has an perceptual process, and its
relevance to the marketing will be explored in some detail.
Preference can be defines as a process by which individual selects, organize and interprets stimuli
into a meaningful and coherent picture of the world. A stimulus is any of input to any of the sense.

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FUNCTIONS OF VARIOUS DPARTMENTS:

SALES AND SERVICE:
Sales Department is responsible for the sales and distribution of the products to the different
regions.
Service Department is responsible for improved customer satisfaction and Customer relation
management.
MARKETING:
These are the main section of the market departments:
Promotion Department decides on the type of promotion method for the products, arranges
advertisements and the advertising media used.

Distribution Department transport the products to the market.

ACCOUNTS:
Book Keeping
Preparing Final Accounts
Providing Management Information
Management of wages
Raising Finance
DESCRIPTION OF CORE ACTIVITIES:
PURCHASING:
Two Wheelers Purchasing:
They are purchasing two wheelers from manufacturing company of Hero Honda for sales.
Spare Parts Purchasing:
They are also purchasing spare arts of two wheelers from manufacturing company of Hero
Honda for sales.
STORING:
After purchasing of two wheelers and spare parts they are store that in
warehouse.
SALES:
Two wheelers sales:
They are selling the two wheelers to different customers.
Spare parts sales:
They are also selling two wheeler spare parts to different type of customer.
SERVICE:
Two wheeler service:
They are giving two wheeler services in different period to customer from purchasing of
vehicle.
Spare parts change

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COMPANY PROFILE
RG Motors is one of the two wheeler dealer in Erode. In the beginning they started the
Bus service, but from 2005 it started sales and service of two wheelers dealership with Hero in Erode.
In 2011 according to their performance of the sales they have given dealership of the spare parts
distribution to 8 districts. In 2012 they are given additional workshop in erode for better performance and
increasing sale

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INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW

OBJECTIVE OF THE STUDY:
1.

To study the existing consumer preference

2.

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

3.

To know the existing features on two wheelers.

4.

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

The study would help the company to know the customers satisfaction towards competitors product.
The study would focus on the competitors product features. This study will help us to know the
satisfaction level of the customers. The study will also help the company to increase the level of the
customers in future. This study reveals actual attitude of the customers. Similar type of study can be made
for other organization also.
LIMITATION OF THE STUDY:

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SCOPE OF THE STUDY:

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Limitation of this survey was carried within a short period of Six months. The sample selected cannot be
judged ass error free as the respondents and their attitudes are heterogeneous in nature and the chance of
based information to keep in cannot be eliminated. The study has been restricted in town Perundurai. As
such the results cannot be generalized. Since only a sample of 400 was selected due constraints it is
difficult to generalized and to come conclusion.

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RESEARCH METHODOLOGY

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RESEARCH DESIGN

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

SOURCES OF COLLECTED DATA AND METHOD: -

PRIMARY DATA: It is collected though survey method though direct communication with respondents
that questionnaire administrated to the respondents and doubt relating the question were explained and
clear it is also a questionnaire in design to interview customer.

SECONDARY DATA: Secondary data is starting point of research and offer the advantage of low cost
and ready availability the investigation for this research started by examine secondary data to collect
information regarding the objective of the study the sources were
Periodicals, journals, and books: - Business periodicals were studied.
RESEARCH INSTRUMENT:
An open end and close end Questionnaire designed to suit the customers ability and suitability of
answering in their own words it is simple a formalized schedule to obtain and record specified relevant
information.
SAMPLE SIZE:
A sample size of 400 customers decided to be an idle sample for the purpose of study.

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Percentage Analysis

Factor analysis

Correlation

REVIEW OF LITERATURE
SchiffmanG.Leon and Kanuklazare Leslie (2001) Study of the customer preference is the study
of how individuals make decisions to spend their available resources (Time, Money and Efforts) on
consumption related items. It includes the study what they buy, why they buy it, when they buy it, where
they buy it, how often they buy it and how often they use it. The primary purpose for the study consumer
preference as a part of marketing curriculum is to understand how and how customers make their
purchase decisions. There insights enable marketers to design more effective marketing strategies.
Howard John H., and Sheth, Jagdish N (2000) - Consumer preference is the process whereby
individuals decide what, when, where, how and from whom to purchase goods and services.
Consumer preference may be viewed as an orderly process here by individual interacts with
his environment for the purpose of making market decision on products and services.

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ANALYSIS AND INTERPRETATION

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STATISTICAL TOOLS USED:-

TABLE NO: 1
Professional Group of Two Wheeler Respondents
S.NO
1
2
3
4

PARTICULARS
Govt. Employee
Self Employee
Private
Student
TOTAL

INTERPRETATION:

PERCENTAGE

146
92
110
52
400

36
23
28
13
100

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RESPONDENTS

From the table exhibits that 36% of the respondents are Government Employee, 28% of the
respondents are doing the Private Employee, 23% of the respondents are Self Employee and 13% of the
respondents are students.
TABLE NO: 2
Respondents Education Qualification
S.no
1
2
3
4
5

Educational qualification
PG
DEGREE
DIPLOMA
S.S.L.C
UNEDUCATED
TOTAL

Respondents
31
117
92
123
37
400

Percentage
8
29
23
31
9
100

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INTERPRETATION:
From the above table, it is clear that 31% of the respondents are coming under S.S.L.C
category,29% of the respondents are having Degree category in educational qualification, 23% of the
respondents are coming under Diplamo,9% of the respondents are coming under Uneducated category in
education qualification,8% of the respondents are PG level of education.
TABLE NO: 3

S.NO

PARTICULARS

RESPONDENTS

PERCENTAGE

1
2
3
4
5

Mileage
Pick-up
Price
Design
Comfort
TOTAL

270
63
51
10
6
400

67
16
13
3
1
100

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INTERPRETATION:

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Reasons for Purchasing the Vehicle by the Respondents

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The above table depicts that 67% of the respondents purchase the vehicle for Mileage, 16% of the
respondents purchase the vehicle for Pick-Up, and13% of the respondents are purchase the vehicle for
Price, 3% of the respondents purchase the vehicle for Design and the remaining 1% respondents purchase
the vehicle for Comfort.

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TABLE NO: 4

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Factors That Influence Of Respondents

S.NO
1
2
3
4
5

PARTICULARS
Family / relatives
Friends
Show room
Magazines
Advertisement
TOTAL

RESPONDENTS

PERCENTAGE

63
51
123
9
154
400

16
13
31
2
38
100

INTERPRETATION:
Form the above table 38% of the respondents are influenced by the advertisement given by the
dealer and 31% of the respondents are information influence on Showroom, 16% of the respondents
purchase the two wheelers for Family/Relatives,13% of the respondents are information influenced in
Friends,2% of the respondents are information influenced in Magazines.

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TABLE NO: 5
Respondents Opinion about Overall Performance of Two Wheelers

1
2
3
4
5

PARTICULARS

RESPONDENTS

PERCENTAGE

171
126
57
35
11
400

43
32
16
9
2
100

Highly satisfied
Satisfied
Neutral
Dissatisfied
Highly dissatisfied
TOTAL

INTERPRETATION:
From above that table reveals that 43% of the respondents are Highly satisfied,32% of the
respondents are satisfied.16% of the respondents are Neutral,9% of the respondents are Dissatisfied and
2% of the respondents are Highly Dissatisfied in overall performance of two wheelers.
TABLE NO: 6

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Correlations

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S.NO

Relationship between qualification and overall performance

Variables
Qualification

Particulars

N
Overall
performance

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Pearson Correlation
Sig. (2-tailed)

Pearson Correlation

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Qualification

Over performance

.140**
.005

400
.140

**

Sig. (2-tailed)

.005

No. of Respondents

400

398
1
400

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

INTERPRETATION:
The above table indicate that Significant value is 0.005 which is greater than (P<0.05), hence the
Null hypothesis is accepted.
There is a Positive impact of Qualification & Overall performance.
SUGGESTIONS
1. It is suggested to two wheelers to increase the initial pick up of models like splendour and
passion. The Company should offer some discounts etc seasonally in order increase the sales. RG
motors should more concentrate or customers those are ago between 21-30 years because large
Hero customers are between 20 to 30 Years.

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3. The companies have to reduce cost of vehicle. The companies have to reduce the price of spare
parts. The respondent feels that more offers and price discount should be provided. The agencies
have to give more exchange offers. The companies have to increase the fuel tank capacity of two
wheelers.
CONCLUSION
We should profitable achieve our business objectives by retaining current customers and gaining
new one by continually meeting and exceeding their needs and expectation.
So, continues
customer satisfaction and customer preference measurement is essential.
The study is aimed to
measure customers preference and satisfaction towards various features of the motorbikes, provides a lot
of suggestions. If the organization thoroughly studies the suggestion and implement the suggestions
provided. Then, there is no doubt that it would always remain satisfying and preferring the customers. It
would be able to attract some more loyal customers of the competitors.

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REFERENCES

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2. RG motors should run frequent promotional campaigns and also free service one/ two-day camp.
Twill enhances the satisfaction and brand awareness. The major source of awareness of two
wheeler is electronic Media so the company should give more concentrate to television
advertisements and also take necessary measures of the improvement of other source like
Magazines and newspapers.

1.
2.
3.
4.
5.
6.

Roger D. Blackwell, Paul W.Miniard, James F. Engel consumer behavior Harcourt college
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Leon g schiffman Leslie lazar kanuk, consumer behavior Prentice Hall of private limited, Eight
edition, 2003 pp.8
Kotler Philip, Principles of Marketing, Sultan Chand and Company Ltd., New Delhi, 2002
Kothari C.R., Research Methodology, Wishwa Prakashan, New Delhi, 1985(Reprint 2003)
D. Aaker, V. Kumar, and G. Day - Marketing Research, Singapore, John Wiley & Sons (ASIA)
Pte Ltd, Seventh Edition, 2003
Gilbert A. Churchill, Jr., Marketing Research Methodological Foundations, USA, The Dryden
Press, Fifth Edition, 1991

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