A STUDY ON CUSTOMER BRAND PREFERENCE TOWARDS YAMAHA RAY-Z

TWO WHEELER IN TRICHY

Rangaraj pandi.R#, Prof.B.Balasubramanian ##,

#Student,
##

IInd year MBA, SASTRA University.

Assistant Professor, School of Management, SASTRA University.

Thirumalaisamudram, Thanjavur, Tamilnadu, India.
#email:
##

rajpandi307@gmail.com

email:balab@mba.sastra.edu

ABSTRACT
Marketing strategies are altered from product oriented to customer oriented. Yamaha is one of
the biggest company in India. They have many model two wheelers for the customers and also
they launch many new models every year. The researcher interested to know about the customer
brand preference towards Yamaha Ray-Z model in Trichy. The main objective of this study is to
find out the customer brand preference towards Yamaha ray-z model two wheelers at Trichy. A
survey was conducted and collected from 96 respondents who purchased this model two wheeler
with a Standardized questionnaire. The tools adapted for analysis of this study are descriptive
(Frequency and Percentage) Regression and correlation. As a result this study shows that how
the changes made by the company in the two wheeler impressed the customers and they can also
use these information before launching the next model in their company.

Keywords : Customer preference, Brand preference, Two wheeler preference,

INTRODUCTION:

Automobile sector is one of the evergreen part in everyone life. India is one of the biggest
manufacturer and producer of two-wheelers in the world. It stands next only to Japan and China
in terms of the number of two-wheelers produced and domestic sales respectively.
The Indian two-wheeler industry made a small beginning in the early 50s when Automobile
Products of India (API) started manufacturing scooters in the country. This study helps to
identify the preference of customers so that it will be helpful for the company to produce a better
vehicle than others in the industry. This will create a great image for the company and to be
successful in the industry.

REVIEW OF LITERATURE

Tom Dougherty (2008, sep 8) explained that the success of the beer has nothing to do with taste
and all that matters is brand preference and also says how to build the brand image in the
market.Ronald Sullivan Co-Author: Dr Chris Wright-Isak (January 21, 2010)said about the
concept of ingredient branding and a model for the understanding the utility of their brand
equities the brand name of the product helps to increase the profit through branding. Verena
Veneeva ( June 28, 2006)revealed that branding can be used to create brand familiarity among
consumers in terms of brand recognition and brand preference. Treak Eric (June 17, 2009)
explains about the fixed brand preference, he says that many customers may purchase the same
brand even if they have options because of some reasons like quality level of the product.Gaurav
Doshi ( November 27, 2006)said about the brand and how to develop a brand. To develop it what
we need to assess like brand awareness, brand protection, design and branding and significance
of sensorial practice in branding. The brand quality and uniqueness will develop the brand image
among the customers. Jerry Glynn ( July 29, 2008) said that brand is a company first chance to
make a good impression on the minds of consumers, investors, employees, and anyone
associated with, or potentially associated with, a product or service. Tom Dougherty( June 5,
2006) explained that brand is not the identity of the product, Brand preference is not an
investment in product benefits but rather an investment in self-description and often hidden

precepts. What consumers buy today, beyond commodity category benefits, is a reflection
of themselves and their lives, package goods category is also very important and it is like a
battle ground. Celeste Faucher (Jul 26, 2009) said that this online price projector help everyone
to do a price comparison before they make a purchase. Using this they can get to know about the
products and compare it directly and buy where it is less. This helps everyone to save more
money. A Hunter (August 8, 2011) said by doing a comparison with art clay and metal clay and
which one the customers are prefer to buy and what are all the reasons for them to make that
purchase. What are all the things that customers expect when they buy a product. Kara D
Thompson (May 27, 2010) said that why the brand name is identified well with fashionable
jewelry. The brand is known for its innovative ideas and constant success. The brand has evolved
into one of the topmost lifestyle brands which targets both women and men alike. The brand is
known to be popular for its enthusiasm.

METHODOLOGY
The present study is based on descriptive analysis. A well assessed questionnaire was
used to collect the primary data using 5 point scale. The primary data used for the study were
collected for a period of one month from 07th March 2014 to 20th April 2014.

OBJECTIVES OF THE STUDY

To identify the factors influencing consumers to prefer Yamaha Ray z.

To give some useful proposals about Ray Z for developing their features in the next
model two wheeler they launch.

To know the opinion about the customers for RayZ.

Sample size:
The sample size of this study is 96.
Sample design:
Sampling method is used for collection of data from the customer for this project works.

Tools for analysis:

The data collected were analysed with the help of SPSS package and the following tools were
used such as Frequency analysis, Correlation analysis and Regression analysis.

ANALYSIS AND INTERPRETATION

In this project that majority of the respondents are in the age group of 26-35years who purchased
this model bike. According to this survey 78% respondents are male and 22% are female,25%
respondents are single and 75% are married, occupation of customers are 25% of them are
private employee and 22% are students, 34% of customers are have 200000 to 250000 per
annum, majority of the respondents 37% have completed 12th and 33% have completed Under
graduation,
Objective 1: To identify the factors influencing consumers to prefer Yamaha Ray z.
s.no

Variables
1 Age & Reason to buy Rayz
2 Gender & Reason to buy RayZ
3 Annual Income & Loan taken to buy RayZ

R Value Sig value Hypothesis

-0.103
0.319 Accepted
-0.019
0.855 Rejected

-0.136

0.186 Rejected

In this study it shows that there is a significant relationship between variables Age and
Reason to buy with the significant value of 0.319. Because this model is specially made
for youngsters.

In this study it shows that there is a significant relationship between variables Gender and
Reason to buy with the significant value of 0.855.And also proves that usage of vehicles
were increased by females.

In this study it shows that there is a significant relationship between variables Annual
income and loan taken to buy ray-z with the significant value of 0.319.

Objective 2 : To give some useful proposals about Ray Z for developing their features in the
next model two wheeler they launch.
Total
size

S.no
1
2
3

96

A1
A2
A3

Regression coefficient
Internal
External
Appeal

R square
value
0.001
0.004
0.003

0.677

F
4.1888

In regression analysis it says that in ANOVA the significant value is less the 0.05 and
therefore there is some effect on features of rayz

The coefficient values are significant for all the three variable such as internal , external
and appeal variables.

The significant values are less than 0.05 and shows that there is an effect on features of
rayz . This company need to concentrate more on Color in appeal, Seat distance in Internal
and Leg reach in External variables..

Objective 3 : To know the opinion about the customers for RayZ.

Demographic variables vs Recommendation
Yes
No
Total Percentage

S.no
1

Factors
Age
18 to 25
26 to 35
36 to 45
Above 45
Gender
Male
Female
Marital Status
Single
Married
Occupation
Student
Govt employee
Private employee
Business
Housewife
Retired
Annual Income
<150000
150000 to 200000
200000 to 250000
250000 to 300000
> 300000

13.5
31.3
10.4
12.5

13.5
8.3
6.2
4.2

27
39.6
16.6
16.7

52.1
15.6

28.9
6.4

78
22

15.6
52.1

9.4
22.9

25
75

15.6
10.4
19.8
11.4
7.3
4.2

8.3
8.3
5.2
3.1
5.2
2.1

23.9
18.7
25
14.5
12.5
6.3

9.4
16.8
27.1
11.4
3.1

7.3
10.4
7.3
7.3
0

16.7
27.2
34.4
18.7
3.1

In the above table it shows that the age group between 26 to 35 are highly satisfied about
31.3% and 18 to 25 are less satisfied to 13.5% They need to concentrate on less satisfied
category to be successful.

In the Gender male group is highly satisfied about 52.1% and female group is satisfied
only 6.4.
In the maritial status single 9.4% and married are 52.1%.
In the occupation category private employee are highly satisfied 19.8% and retired are
less satisfied 2.1%.
In the Annual income group the customers who earn from 200000 to 250000 are highly
satisfied and they need to concentrate on other type of customers too equally.

SUGGESTIONS
The researcher has suggested that the company Yamaha need to concentrate more on
specific age group of 18 to 25 with more specific internal external and appeal features.
The Yamaha company should think about fuel efficiency and give more importance for
more mileage in their bikes.
They should also think about increasing the size of seat.
It will be more comfortable for the customers while driving if they increase the footstep
distance in the middle of seat and handle.
The company should also think about increasing the volume of fuel tank.
The Fuel tank open should be attached outside the bike.
They should also give more color options for the customers to choose their bike
They can also use digitalized speedometer to know their speed and the fuel level exactly.
They should also try to offer the bike at an affordable price rate according to the
Economy

CONCLUSION :

Positioning the brand is the most challenging job in marketing strategy. Yamaha enjoys a
good position in the market. This project helps to know about the customers and their preference
in Ray Z model two wheeler. Using these information the company can concentrate on the
required areas and can also launch a New model two wheeler according to the preference of
consumers. This will make everyone to feel that this bike is specially made for them and make
them to buy it. Then automatically the company will get more profit and become more stronger
in the Industry.

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