Hero Honda, Bajaj lead in customer satisfaction


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Hero Honda, Bajaj lead in customer satisfaction

BS Reporter / Mumbai October 16, 2007

Hero Honda, Bajaj Auto and Enfield motorcycles have come out tops in the customer satisfaction ratings in the 2007 TNS Motorcycle Total Customer Satisfaction Study condusted by TNS Automotive.

The study says that newly launched motorcycles including the Splendor NXG and CBZ Extreme from Hero Honda, Discover 135 from Bajaj Auto and Bullet 350 from Enfield have been ranked highest in their respective segmets.

The study was conducted by compiling responses of more than 7,000 new motorcycle buyers as regards the performance of more than 50 models across parameters like sales satisfaction, product quality, motorcycle performance and design, after-sales service, brand image, and cost-of-ownership.

The index score provides a measure of satisfaction and loyalty that a given model or brand enjoys among its customers.

Pradeep Saxena, senior VP, TNS India - Automotive said: "The continued efforts of the industry in bringing down the cost of ownership and providing a good sales experience have clearly borne fruit. A trend that has been continuing for the past couple of years is the strong performance of new models. They tend to get high ratings on performance and design, an indicator of the growing design capability of the Indian industry ".

Saxena adds, "The upper executive segment is a big contributor to the overall development of the Indian two-wheeler market. The right mix of performance, product design and cost of ownership is making this the preferred option among a large segment of Indian motorcycle owners who plan to buy a motorcycle in future".

The study also found that the expectation of the buyer of standard motorcycles (entry level bikes) has gone up from the previous level, now the buyer also expects similar attention and commitment as the buyer of higher value bikes.

Styling of the bikes in executive segment is gaining importance in overall customer satisfaction. In transacting with the service dealer, competitive pricing and explanation have gained importance as well as have high impact on retention.

For the upper executive segment latest technology and style have gained importance. Explanation of feature and benefit gained in terms of stated importance while Salesperson knowledge impacts largely on retention.

Premium segment buyers are at the center of focus for all of the manufacturers that have educated the customer and empowered him to buy consciously after comparing all the options, now he expects manufacturers to give him the best technology, he questions salesperson and look for the best financing options available and demands quick service.

For future purchases the preference for motorcycles with high engine capacity (150cc and above) is seen in all four regions of the country however it is almost 70% in south closely followed by west. Across the country, close to 24% of current motorcycle owners intend to upgrade to a four-wheeler as their next vehicle. The propensity to upgrade to a car is higher in the north as compared to other parts of the country.

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Updated:20-11-09 19:05 hrs IST