The TNS Motorcycle Total Customer Satisfaction (MTCS) 2007 study has disclosed that the newly launched Hero Honda Splendor NXG, Hero Honda CBZ Extreme and Bajaj Discover 135 rank highest in their respective segments, while Hero Honda CD Deluxe continues to lead among the ‘standard’ bikes. Bullet 350 continues its supremacy in the niche ‘cruiser’ bike segment.
The study represents the responses of more than 7,000 new motorcycle buyers towards the performance of more than 50 models in key areas of sales satisfaction, product quality, motorcycle performance and design, after-sales service, brand image, and cost of ownership. The study conducted by TNS Automotive is the largest syndicated motorcycle study in India.
Releasing the findings, Pradeep Saxena, Senior Vice President, TNS India-Automotive, said, “The overall industry average MTCS score continues to rise this year after observing an increase in 2006. 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.”
The findings have also revealed that the premium segment buyers are at the centre of focus. Manufacturers have educated the customer and have empowered him to buy consciously after comparing all options. As a result, the customer now expects manufacturers to give him the best technology; he questions the salesperson, looks out for the best financing options available and demands quick service.
Saxena added, “The upper executive segment is a big contributor to the overall development of the Indian two-wheeler market as is evident from the acceptance of this segment by the Indian consumer. 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 MTCS study was conducted from June-August this year across 27 centres including Ahmedabad, Bangalore, Chandigarh, Chennai, Delhi and NCR, Hyderabad, Indore, Kolkata, Lucknow, Mumbai and Trivandrum, among others.
TNS Automotive, which is a part of the TNS Global Group, conducts market research exclusively for the automotive industry and provides actionable marketing information.