Rural Customers’ Attitude and Satisfaction towards Honda Two Wheelers and Showroom Services, Tiruvarur

Objectives: A buyer in general compares the performance of the products they bought with their expectation with regard to satisfaction. Firms have to constantly meet the expectations of the buyers by means of their offer which meet and exceed the buyers' expectation. This will ensure firms endurance in the competitive environment which may give them competitive advantage to surpass the rest of the players in the market. Honda is one of the biggest firms in India. They have many models of two wheelers for the customers and also they launch many new models every year. This study deals with the consumer attitude and satisfaction towards Honda two wheelers and services at Honda showroom, Tiruvarur in India. This study was conducted to find out the factors influencing consumer behaviour of Honda two wheelers and the factors influencing consumer behaviour of Honda two wheelers. Methods/Analysis: Primary and secondary data were utilised for this study. 230 two wheeler customers of Honda showroom, Thiruvarur was included for this study. In order to find out the respondents' opinion about awareness about Honda two wheelers, model of Honda, celebrity endorsement, price of Honda, employee behaviour in the showroom and level of services at the showroom structured questionnaire was used. In order to test the structured questionnaire, 20 respondents were used for pilot study. For Data analysis Software package SPSS was used. Statistical techniques like Chi-square test, Factor analysis and percentage analysis were used to analyse the collected data. Findings: From the analysis it is inferred that majority of the customers are highly satisfied with Honda two wheelers and the dealer of Honda motors) in Tiruvarur. Majority of the customers were highly loyal and satisfied (except vehicle provided with the reasonable amount of fuel at the time of delivery) with the service at the showroom. At the time of purchase, customers should be educated towards handling and maintenance of two wheelers and dealers have to ensure the availability of spare parts. Applications/Improvements: This study was conducted in rural area to understand the customer opinion about the Honda two wheelers and showroom experience. Automobile dealers have opportunities to meet the buyers in person and can contact them. In order to understand the buyers' opinion of Honda two wheelers and showroom, dealers have to conduct these kinds of surveys periodically.