Customer Awareness and Perception towards Sagar Honda Motor Company Private Limited
N. Chandrika* (Associate Professor & HoD, Department of Management Studies, Annamacharya Institute of Technology & Sciences, Tirupati, Andhra Pradesh, India), A. Lakshmi Swaroopa(Assistant Professor, Department of Management Studies, Annamacharya Institute of Technology & Sciences, Tirupati, Andhra Pradesh, India) and G. Pravallika (Student, Department of Management Studies, Annamacharya Institute of Technology & Sciences, Tirupati, Andhra Pradesh, India)*Corresponding author's Email
Chandrika, N.; Swaroopa, A. Lakshmi and Pravallika, G. (2019), “Customer Awareness and Perception towards Sagar Honda Motor Company Private Limited”, MERC Global’s International Journal of Management, Vol. 7, Special Issue 1, pp. 62-66.
Submitted: February 25, 2019, Revision received: March 26, 2019, Accepted: April 08, 2019
The motorcycle industry in India is mainly dominated by the Indian motorcycle and Japanese motorcycle companies. This paper focuses on customers’ awareness and perceptions towards Sagar Honda, dealer of Honda motors. It considered demographic factors and also some selected variables which show awareness, perception and also customer satisfaction. The demographic analysis shows that the majority age group is 18 to 25 years, 50% of respondents are undergraduates and 61% respondents are middle class and upper middle class. Selected variable results show 65% of respondents focusing on mileage than all other feature and 58% of the respondents are influenced towards Local Dealers. The rating of Sagar Honda motors is 30% good and 41% average and 29% poor respectively. Therefore, it is suggested to the dealer to ensure the regular availability of all models, need to improve efforts towards quality related to before and after sales service.
Beri, G.C. (2013), Marketing Research, Tata McGraw Hill Education Private Limited Publications, New Delhi.
Desingu, P. (2018), “A study on Customer satisfaction towards Hero Splendor models with special reference to Splendor riders in Dharmapuri district”, International Journal of Innovative Research in Management Studies, Vol. 3, Issue 6, pp.10-16.
Kothari. C.R. (1998), Research Methodology, Wishwa Prakashan, New Delhi.
Kotler, Philip (2000), Marketing Management, Pearson Publications, India.
Myers, Aaker (1982), Advertising Management, Prentice Hall Publications, New Delhi.
Naidu, N Gurunatha (2015), “Understanding Customer Perceptions – A Study with reference to Thomas Cook India Limited, Tirupati”, MITS International Journal of Business Research, Vol. 2, Issue 1.
Ramesh, A.; Murthy, S Sreenivasa and Kumar, P. Vijaya (2018), “An Exposition of Life Insurance Policies Buying Behaviour: A Study in Hyderabad”, MERC Global’s International Journal of Management, Vol. 6, Issue 1, pp. 01-12.
Sinha, S. K. and Wagh, Ajay (2008), “Analysing growth of Cellular Telecom sector and understanding Consumer’s preferences and choices on the use of cell phone”, Indian Journal of Marketing, pp. 2.
Sujatha, P. and Chandrika, N. (2013), “Switching Costs, Customers Satisfaction and Brand Loyalty – An Empirical Study on Airtel Cellular Services in Chittoor District”, Sumedha Journal of Management, Vol. 2, No. 4, pp. 83-95.