ANNEXURE

A STUDY ON CUSTOMER SATISFACTION OF HONDA ACTIVA IN

CHENNAI
QUESTIONNAIRE
I am Ansiya Sainudeen, pursuing my MBA Programme in Crescent Business School,
B.S.Abdur Rahman University, Vandalur, Chennai-48. Currently doing my project in the
topic A study of customer satisfaction on Honda Activa in Chennai Under the supervision
of Dr. Jamal Mohamed Zubair, as a part of my research, data has to be collected using
questionnaire, so I request you kindly spare your valuable time to fill up the questionnaire,
the collected data will be kept as a confidential and it will be used only for academic research
and the individual data will not be shared with anybody under any circumstance.
1. Personal Details
a) Name : Shanu Chhabra
b) E-mail : shanuchhabra@gmail.com
2. Gender : Male

3. Age group (in years): a) 20-30 b) 31-40 c) 41-50 d) above 50

4. Occupation : a) Employee b) Professional c) Business d) Student

5. Education :
a) Graduate b) Post graduate c) Professional Degree d) Others

6. Monthly Family Income (In Rupees):

a) Less than 10000 b) 10001 to 20000 c) 20001 to 30000 d) Above
30000

7. Ownership status of Honda Activa.

a) Self owned
b) Company owned
c) Company leased

8. Source of information

9. Other options considered/next best option

102 Bought Condition
New
Old
103 Thoughts kept in Mind while buying -----------
Brand Name
Carried out Research

104 Things didnt like

Power

105 Things liked Commented [1]: comfort

good mileage
metal body
Reliable design
Safety
Ease of driving
Mileage

10. If you were to recommend a scooter, would you recommend Honda Activa?--------------- Commented [2]: Move this question to last
a) Yes
b) No
11. Your opinion on sales and service provided by Honda Activa dealers.
a) Highly satisfied
b) Satisfied
c) Neutral
d) Dissatisfied
e) Highly dissatisfied.

12. Honda Activa provides good road grip

a) Strongly Agree
b) Agree
c) Neutral
d) Disagree
e) Strongly Disagree
13. Give you response on comfort of Honda Activa scooter
a) Excellent
b) Good
c) Average
d) Fair
e) Poor
14. Indicate your response on mileage of Honda Activa scooter
a) More than 50 km/ litre
b) Between 45 49km/litre
c) Between 40-44 km/litre
d) Between 35-39 km/litre
15. How do you rate the design of Honda Activa scooter
 a) Excellent
b) Good
c) Average
d) Fair
e) Poor

16. Indicate your response on engine performance of Honda Activa scooter

a) Excellent
b) Good
c) Average
d) Fair
e) Poor
17. Indicate your response on breaking of Honda Activa scooter.
a) Excellent
b) Good
c) Average
d) Fair
e) Poor

19. Give your opinion on electric start/pick up of Honda Activa scooter.

a) Excellent
b) Good
c) Average
d) Fair
e) Poor
20. Where do you usually go for service?
a) Authorized selling dealer
b) Other authorized service center
c) Private shop

22. What mode of payment do you prefer?

a) Cash
b) Finance schemes
c) Company loan
d) Others
23. What are the sources that created brand awareness?
a) News papers
b) Television
c) Show-room display
d) Word of mouth
e) Journals or others

24. Ratings for service regularity

a) Regular
 b) Irregular
c) Average
25. Overall Satisfaction with regards to the use of Honda Activa
a) Excellent

b) Good

c) Satisfactory

d) Not-satisfactory

11. Your opinion on after-sales service options for Activa ---------

a) Highly satisfied
b) Satisfied
c) Neutral
d) Dissatisfied
e) Highly dissatisfied.
 Conclusion

Honda Activa is used widely for a plethora of purposes in the Indian market with customers
depending on it primarily for its reliable image, ease of operation and fuel-efficient economic
nature. The product is a clear market leader and has become synonymous with the entire scooty
lines of product and is often used to describe the wider set of all two wheeler scooties available in
the market.
Users
Users of the product span across a wide age group starting from teenagers to
Targeted at all
retired adults, primarily because of its ease of operation. Amongst the age groups
surveyed individuals we have users using Activa for going to tuition classes
and for running daily errands only because it is convenient to park and
Benefits
relatively safe apart form the other general uses that we associate with the
Reliability and
scooty line of products. There is a particular dominance amongst women users ease of utility
with the absence of a significant numbers of competing options available in
the market.
Behaviour
Reinforcing it as
The trust that Honda Activa in particular has earned over the years in terms of a market leader
reliability and safety is remarkable, resulting in it being the preferred product
that parents may provide to their children as their first vehicle or to other
Perception
family members that are relatively newer to driving two wheelers.
Utilitarian
product
We notice that festivals such as Diwali, Durga Pooja and Ganesh Pooja
witness a surge in the sales as can be expected in the Indian market. However,
analysis of the sales figures in comparison with other vehicles show that this surge in percentage
terms is relatively lesser as compared with other major two wheelers. This can be attributed to the
utilitarian image of the Honda Activa as compared to the relatively higher hedonic decision making
that may be associated with motorcycles in particular.

Over 80% of the total users of Activa contacted, have cited that the reliability of the product and its
ease of operation are what they perceive as the main benefits of the product that have cemented
their decision to purchase the product. Surprisingly, fuel economy was not amongst the two
primary benefits perceived by a majority of the customers. This is essentially because of all
competitor products having a similar image.

The Activa has done wonders to maintain its image as the leader in the Indian market ensuring that
customers trust is rightly vested in the product. Constant innovation and apt marketing of the
product are the two main factors that have led to its current positioning as the market leader.
Increasingly positioning the product as being meant for all age groups has constantly reinforced
this image in the minds of the Indian population with this product being used by probably the
widest age group set. This has had a tremendous impact in increasing its overall market share.

"Honda has been able to increase its share of the market because of its better feel of the customer's pulse through
introduction of new class-leading products that combine the latest technology with safety and the value for money
proposition" Sridhar V, Partner, Grant Thornton India