Customer satisfaction towards Honda Activa: A study in Jabalpur City

At the time of innovation of two-wheelers and its commercialization, it could not be imagined that the two-wheelers would also be designed and commercialized for women also. But the innovations and technological upgradations made it possible and a new thought emerged in the industry for designing the two-wheelers by which women (so-called half of a population) can be attracted to it. Nowadays, without geared two-wheelers are in keen demand for both male and female as it is easy to ride and handle. The study has been done to assess the customers’ satisfaction level about Honda Activa in Jabalpur city. The study is based on primary data which has been gathered through a structured questionnaire from 200 respondents of Jabalpur city. A convenience sampling technique has been used in this study to collect the data. The demographical representation of the respondents has shown through percentage analysis whereas, the satisfaction level of the respondents with Honda Activa has been analyzed by the researcher through Likert scale technique, mean and ranking methods. Influencing factors that affect in buying decision of the bike has been analyzed by the chi-square test. Assessing high customer value would always lead to high customer loyalty.