"Centra, CD Dawn, Pulsar and Machismo are the best bike brands"

TVS Centra, Hero Honda CD Dawn, Bajaj Pulsar and Royal Enfield Machismo are the top motorcycle brands in the country, says a recent survey by TNS, a leading market information provider.

The survey, titled '2004 total customer satisfaction study', says TVS Centra ranks highest among the ‘executive' bikes, while Hero Honda CD Dawn, Bajaj Pulsar, and Royal Enfield Machismo emerge as leaders in the standard, premium, and cruiser segments, respectively.

The study took into account responses of more than 6,500 new motorcycle buyers towards the performance of over 30 models in the key areas of sales satisfaction, product quality, motorcycle performance and design, after-sales service, brand image, and cost-of-ownership.

In addition to its top ranking customer satisfaction score, the TVS Centra records the best fuel efficiency at 69.5 kilometers per litre, owner-respondents said.

A senior TNS executive said, "The study reveals that manufacturers are meeting their customers' expectations regarding performance, design and product quality, but fall short in the areas of after-sales service and cost of ownership."

Both TNS' 2003 and 2004 studies have observed that manufacturers are increasingly finding it difficult to manage customer expectations as the duration of vehicle ownership is increasing steadily.

However, Hero Honda and particularly the Splendor brand, was seen to be performing with a greater degree of consistency in satisfying their customers throughout the ownership period, the study said.

The study also finds that new models or model variants such as Hero Honda Passion+, Hero Honda Karizma and TVS Centra have performed well in meeting customer expectations, especially on performance and design.

The 2003 study had identified performance and design as two of the hidden opportunities for the industry; these have become even more relevant today.

Centra owners, for example, are very appreciative of their motorcycle's engine pickup, mileage, and shock absorbers, which is reflected in its strong ratings on these parameters.

In addition to the customer evaluations on various aspects of their ownership experience, the study also examined key trends in the industry. One emerging trend is that nearly one-fifth of owners surveyed indicate a preference for upgrading to cars within the next three years. Among those intending to purchase a new car in the near future, the budget ranges between Rs 2 lakh and Rs 4 lakh.

Increase in owners purchasing additional/ replacement motorcycles has been another trend. Among owners who purchased a new bike in 2004, 26 per cent bought it as an additional/replacement to another two-wheeler. This represents an eight percentage point increase compared to those who purchased a new bike in 2001.

Among brands currently not available in the market, Honda finds a strong preference. The preference is significant among owners of executive and premium bikes, particularly Yamaha and Hero Honda.

Another interesting trend is the weak preference for Chinese bikes with over 70 per cent owners -- either unaware or rejecting the brands. © 2004 agencyfaqs!