13-02-2013, 04:56 PM
[b] Customer sa[/b]tisfaction towards two wheelers
INTRODUCTION:
The main aim of marketing is to satisfy the customers. The company focuses more on the customer satisfaction through knowing the needs and wants of the customers. Marketing more than any other business functions, deals with customers. In this way marketer’s work starts long before the organization’s production work starts and continues long after their sales are consummated. In general SATISFACTION is a person’s feeling of pleasure or disappointment resulting from comparing a products perceived performance (or outcome) in relation to his or her expectations. As this definition makes clear, satisfaction is a function of received performance and expectations. If the performance falls short of expectations, the customer is delighted. Many companies are aiming for high satisfaction because customers who are just satisfied still find it easy to switch when a better offer comes along. High satisfaction or delight creates an emotional bond with the brand, not just a rational preference. The result is high customer loyalty. The Indian bike market has grown immensely and the preference for variety looks, design has brought in a number of models in the market. In the last 3 to 4 years, the craze for motorcycle over the scooters has picked up and one can find today even girls crazy for a motorbikes. 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. Presently many international brands like Honda, Suzuki, etc. are competing with Indian brands such as Hero Honda, Bajaj, and T V S, Kinetic etc. to capture Indian markets. Each product offering is now designed to meet and exceed the expectations of the customers. The present study was conducted to know the customer satisfaction and the various factors which influence the customers to purchase the two-wheeler.