Project Report

ON

CONSUMER BUYING BEHAVIUOR OF

YAMAHA BIKES
Submitted for the partial fulfilment for the award
Of
Bachelor of Business Administration from
Chaudhary Charan Singh University, Meerut
2012-15
Submitted To:
SHANTI INSTITUTE OF TECHNOLOGY MEERUT

Under The supervision of: -

Submitted By:-

Mr. RAHUL SHARMA

NAVITA

(H.O.D, of BBA, Dept )

BBA VI SEM
Roll No. 3396522

DEPARTMENT OF MANAGEMENT
SHANTI INSTITUTE OF TECHNOLOGY MEERUT
BATCH-2012-15
i

Declaration
I NAVITA, student of BBA VI Semester under the Project Guide Mr. Rahul Sharma H.O.D., BBA
Department, SIT Meerut. I hereby declare that the project report on CONSUMER BUYING
BEHAVIOUR OF YAMAHA BIKES, is an original and authenticated work done by me. I further
declare that it has been submitted to CCS University, Meerut & has not been submitted elsewhere by any
other person in any of the university for the award of any degree or diploma.

DATE:NAVITA
BBA VI SEM
Roll No. 3396522

ii

PREFACE
Todays market scenario is totally different from what it has been a few years ago. Consumers has a lot of
choice for every product because day by day companies are coming up with their new and innovative
products. Later there was limited choice for most of the products and companies didnt have to put
much of the efforts to sell their products. But todays scenario is totally different. Consumers have
choice because of availability of varieties and options. We can say todays consumer is the market
ruler. So it is important to know his buying behavior and try to fulfill his demand. Companys aim
should be customers delight not customers satisfaction.

This research was really good learning experience for me. I got opportunity to apply the theoretical
knowledge to practical aspects of selling. What problems can arise and the way to tackle the difficulty
during the sales as smartly as possible.

iii

ACKNOWLEDGEMENT
I would sincerely thank our all faculty members because without whose guidance this project would not
have been possible. I would also like to thank them for giving an opportunity to conduct this summer
training and extending me full support and co-operation towards the completion to this Project
I am grateful thanks to Mr. J.S Rawat, Area Sales Manager , Meerut for giving very valuable information
about the project and sincere guidance from time to time.
I am also grateful thanks to Project Guide Mr. Rahul Sharma H.O.D., BBA Department , SIT Meerut
for giving very valuable information about the company and sincere guidance from time to time.

I express my gratitude to all those mentioned above and also the senior functionaries of the organization,
who helped me directly and indirectly to make this project a success.
Once again I express my gratitude to Yamaha

for their kind co-operation and having given me an

opportunity to associate myself with the major producers of commercial vehicles in the country.

NAVITA
BBA VI SEM
Roll No. 3396522

iv

Table of Contents

Company Profile

Objectives of study

15

Introduction: Indian Automobile Industry

17

Model of buyer behavior

25

Importance of study in automobile industry

29

Factors influencing consumer behavior

31

Types of buying behavior

63

Research methodology

66

Data collection

71

Conclusion

88

Appendices

94

Bibliography

95

Questionnaire

96

COMPANY PROFILE

Company profile
About India Yamaha Motor Pvt. Ltd.
Yamaha made its initial foray into India in 1985. Subsequently, it entered into a 50:50
joint venture with the Escorts Group in 1996. However, in August 2001, Yamaha acquired
its remaining stake as well, bringing the Indian opeInventoryns under its complete control
as a 100% subsidiary of Yamaha Motor Co., Ltd, Japan.
India Yamaha Motor operates from its state-of-the-art-manufacturing units at Faridabad in
Haryana and Surajpur in Uttar Pradesh and produces motorcycles both for domestic and
export markets. With a strong workforce of 2000 employees, India Yamaha Motor is
highly customer-driven and has a countrywide network of over 400 dealers.
The company pioneered the volume bike segment with the launch of its 100 cc 2-stroke
motorcycle RX 100. Since then, it has introduced an entire range of 2-stroke and 4-stroke
bikes in India. Presently, its product portfolio includes Crux (100cc), Alba (106cc) and
Gladiator (125cc).
Vision
We will establish YAMAHA as the "exclusive & trusted brand" of customers by "creating
Kando" (touching their hearts) - the first time and every time with world class products &
services delivered by people having "passion for customers".
Mission
We are committed to:
Be the Exclusive & Trusted Brand renowned for marketing and manufacturing of
YAMAHA products, focusing on serving our customer where we can build long term
relationships by raising their lifestyle through performance excellence, proactive design
2

& innovative technology. Our innovative solutions will always exceed the changing needs
of our customers and provide value added vehicles.
Build the Winning Team with capabilities for success, thriving in a climate for action and
delivering results. Our employees are the most valuable assets and we intend to develop
them to achieve international level of professionalism with progressive career
development. As a good corporate citizen, we will conduct our business ethically and
socially in a responsible manner with concerns for the environment.
Grow through continuously innovating our business processes for creating value and
knowledge across our customers thereby earning the loyalty of our partners & increasing
our stakeholder value.
Customer #1
We put customers first in everything we do. We take decisions keeping the customer in
mind.
Challenging Spirit
We strive for excellence in everything we do and in the quality of goods & services we
provide. We work hard to achieve what we commit & achieve results faster than our
competitors and we never give up.
Team-work
We work cohesively with our colleagues as a Yamahati-cultural team built on trust,
respect, understanding & mutual co-opeInventoryn. Everyone's contribution is equally
important for our success.
Frank & Fair Organization
We are honest, sincere, open minded, fair & transparent in our dealings. We actively listen
to others and participate in healthy & frank discussions to achieve the organization's goals

IYM's Manufacturing facilities comprises of 2 state-of-the-art Plants at - Faridabad

(Haryana) and Surajpur (Uttar Pradesh). Currently 10 models roll out of the two Yamaha
Plants.
The infrastructure at both the plants supports production of motorcycles and it's parts for
the domestic as well as oversees market. At the core are the 5-S and TPM activities that
fuel our agile Manufacturing Processes. We have In-house facility for Machining,
Welding processes as well as finishing processes of Electroplating and Painting till the
assembly line.
The stringent Quality Assurance norms ensure that our motorcycles meet the reputed
International standards of excellence in every sphere.
As an Environmentally sensitive organization we have the concept of "Environmentfriendly technology" ingrained in our Corporate Philosophy. The Company boasts of
effluent Treatment plant, Rain water - Harvesting mechanism, a motivated forestation
drive. The IS0-14001 certification is on the anvil - early next year. All our endeavors give
us reason to believe that sustainable development for Yamaha will not remain merely an
idea in pipeline.
We believe in taking care of not only Your Motoring Needs but also the needs of Future
GeneInventoryns to come.

Founded

July 1, 1955

Capital

48,302 million yen (as of March 31, 2008)

President

Takashi Kajikawa

Employees (Consolidated)

46,850

(as

of

December

31,

2007)

Parent: 9,019 (as of December 31, 2007)

Sales (Consolidated)

1,756,707

million

yen

(from January 1, 2007 to December 31, 2007)

Parent:

799,209

million

yen

(from January 1, 2007 to December 31, 2007)

Sales Profile

Sales (%) by product category (consolidated)

Sales (%) by region (consolidated)

Major

Products

Services

&

Manufacture and sales of motorcycles, scooters,

electro-hybrid bicycles, boats, sail boats, Water
Vehicles, pools, utility boats, fishing boats, outboard
motors, diesel engines, 4-wheel ATVs, side-by-side
vehicles, racing karts, golf cars, Yamahati-purpose
engines, generators, water pumps, snowmobiles, smallsized snow throwers, automotive engines, intelligent
machinery, industrial-use remote control helicopters,
electrical power units for wheelchairs, helmets.
Biotechnological production, processing and sales of
agricultural and marine products and microorganisms.
Import and sales of various types of products,
development of tourist businesses and management of
leisure, recreational facilities and related services.

Headquarters

2500 Shingai, Iwata-shi, Shizuoka-ken, Japan

Affiliated Companies

Consolidated

subsidiaries:

Non-consolidated

subsidiaries:

(by

equity

the

Affiliates:

112
8
method)
27

(by the equity method)

HISTORY OF THE COMPANY

Paving the Road to Yamaha Motor CorpoInventoryn
"I want to carry out trial manufacture of motorcycle engines." It was from these words
spoken by Genichi Kawakami (Yamaha Motor's first president) in 1953, that today's
Yamaha Motor Company was born.
"If you're going to do something, be the best."
Genichi Kawakami was the first son of Kaichi Kawakami, the third-geneInventoryn
president of Nippon Gakki (musical instruments and electronics; presently Yamaha
CorpoInventoryn). Genichi studied and graduated from Takachiho Higher Commercial
School in March of 1934. In July of 1937, he was the second Kawakami to join the
Nippon Gakki Company.
He quickly rose to positions of manager of the company's Tenryu Factory Company
(musical instruments) and then Senior General Manager, before assuming the position of
fourth-geneInventoryn President in 1950 at the young age of 38.
In 1953, Genichi was looking for a way to make use of idle machining equipment that
had previously been used to make aircraft propellers. Looking back on the founding of
Yamaha Motor Company, Genichi had this to say "While the company was performing
well and had some financial leeway, I felt the need to look for our next area of business.
So, I did some research." He explored producing many products, including sewing
machines, auto parts, scooters, three-wheeled utility vehicles, and motorcycles. Market
and competitive factors led him to focus on the motorcycle market. Genichi actually
visited the United States many times during this period.
When asked about this decision, he said, "I had my research division chief and other
managers visit leading motorcycle factories around the country. They came back and told
me there was still plenty of opportunity, even if we were entering the market late. I didn't
want to be completely unprepared in this unfamiliar business so we toured to German
factories before setting out to build our first 125cc bike. I joined in this tour around
Europe during which my chief engineers learned how to build motorbikes. We did as

much research as possible to insure that we could build a bike as good as any out there.
Once we had that confidence, we started going."
"If you are going to make it, make it the very best there is." With these words as their
motto, the development team poured all their energies into building the first prototype,
and ten months later in August of 1954 the first model was complete. It was the Yamaha
YA-1. The bike was powered by an air-cooled, 2-stroke, single cylinder 125cc engine.
Once finished, it was put through an unprecedented 10,000 km endurance test to ensure
that its quality was top-class. This was destined to be the first crystallization of what has
now become a long tradition of Yamaha creativity and an inexhaustible spirit of
challenge.
The first Yamaha motorcycle... the YA-1.
Then, in January of 1955 the Hamakita Factory of Nippon Gakki was built and
production began on the YA-1. With confidence in the new direction that Genichi was
taking, Yamaha Motor Co. Ltd. was founded on July 1, 1955. Staffed by 274 enthusiastic
employees, the new motorcycle manufacturer built about 200 units per month.
That same year, Yamaha entered its new YA-1 in the two biggest race events in Japan.
They were the 3rd Mt. Fuji Ascent Race and the 1st Asama Highlands Race. In these
debut races Yamaha won the 125cc class and the following year the YA-1 won again in
both the Light and Ultra-light classes of the Asama Highlands Race.
By 1956, a second model was ready for production. This was the YC1, a 175cc single
cylinder two-stroke. In 1957 Yamaha began production of its first 250cc, two-stroke twin,
the YD1.
Based on Genichi's firm belief that a product isn't a product until it can hold its own
around the world, in 1958 Yamaha became the first Japanese maker to venture into the
international race arena. The result was an impressive 6th place in the Catalina Grand Prix
race in the USA. News of this achievement won immediate recognition for the high level
of Yamaha technology not only in Japan but among American race fans, as well. This was
only the start, however.
The first Yamaha to compete in America(1957).
8

Yamaha took quick action using the momentum gained in the USA and began marketing
their motorcycles through an independent distributor in California. In 1958, Cooper
Motors began selling the YD-1 250 and the MF-1 (50cc, two-stroke, single cylinder, step
through street bike). Then in 1960, Yamaha International CorpoInventoryn began selling
motorcycles in the USA through dealers.
With the overseas experiences under his belt, in 1960, Genichi then turned his attention to
the Marine industry and the production of the first Yamaha boats and outboard motors.
This was the beginning of an aggressive expansion into new fields utilizing the new
engines and FRP (fiberglass reinforced plastic) technologies. The first watercraft model
was the CAT-21, followed by the RUN-13 and the P-7 123cc outboard motor.
In 1963, Yamaha demonstrated its focus on cutting-edge, technological innovations by
developing the Auto lube System. This landmark solution was a separate oil injection
system for two-stroke models, eliminating the inconvenience of pre-mixing fuel and oil.
Yamaha was building a strong reputation as a superior manufacturer which was reflected
in its first project carried out in the new Iwata, Japan Plant, built in 1966. (The YMC
headquarters was moved to Iwata in 1972.) Toyota and Yamaha teamed up to produce the
highly regarded Toyota 2000 GT sports car. This very limited edition vehicle, still
admired for its performance and craftsmanship, created a sensation among enthusiast in
Japan and abroad.
Genichi said, "I believe that the most important thing when building a product is to
always keep in mind the standpoint of the people who will use it." An example of the
commitment to "walking in the customers' shoes" was the move in 1966 by Yamaha to
continue its expansion. Overseas motorcycle manufacturing was established in Thailand
and Mexico. In 1968, the globalization continued with Brazil and the Netherlands. With
manufacturing bases, distributors and R&D opeInventoryns in a market, Yamaha could be
involved in grassroots efforts to build products that truly met the needs of each market by
respecting and valuing the distinct national sensibilities and customs of each country.
Yamaha continues that tradition, today.
By the late 1960s, Yamaha had quality products that had proven themselves in the global
marketplace based on superior performance and innovation. Distribution and product
9

diversity were on the right track. But Genichi knew that beyond quality, success would
demand more. He had this view on the power of original ideas. "In the future, a
company's future will hinge on ideas over and above quality. Products that have no
character, nothing unique about them, will not sell no matter how well made or affordable
and that would spell doom for any company."
He also knew that forward vision, walking hand in hand with original ideas, would create
an opportunity for the company and its customers that could mean years of happiness and
memorable experiences. Genichi said, "In the business world today, so many people are
obsessed with figures. They become fixated on the numbers of the minute and without
them are too afraid to do any real work. But in fact, every situation is in flux from
moment to moment, developing with a natural flow. Unless one reads that flow, it is
impossible to start out in a new field of business."A real-world illustInventoryn of this
belief is the Yamaha DT-1. The world's first true off-road motorcycle debuted in 1968 to
create an entirely new genre we know today as trail bikes. The DT-1 made a huge impact
on motorcycling in the USA because it was truly dirt worthy. Yamaha definitely "read the
flow" when it produced the 250cc, single cylinder, 2-stroke, Endure that put Yamaha
On/Off-Road motorcycles on the map in the USA. The DT-1 exemplified the power of
original ideas, forward vision, and quick action coupled with keeping in mind the
customers' desires.
In years to come Yamaha continued to grow (and continues to this day). Diversity
increased with the addition of products including snowmobiles, race kart engines,
generators, scooters, ATV's, personal watercraft and more.
Genichi Kawakami set the stage for Yamaha Motor Company's success with his vision
and philosophies. Total honesty towards the customer and making products that hold their
own enables the company that serves people in thirty-three countries, to provide an
improved lifestyle through exceptional quality, high performance products.
Genichi Kawakami's history with Yamaha was long and rich. He saw the new corporate
headquarters in Cypress, California and the 25th Anniversary of Yamaha become a reality
in 1980. He also watched bike #20 million roll off the assembly line in 1982. Genichi
passed away on May 25, 2002 yet his vision lives on through the people and products of
Yamaha, throughout the world.
10

Yamaha Motor Co., Ltd. plans to introduce a global consolidated spare parts inventory
management system once the information system infrastructure is in place. By reforming
the distribution process, the Company seeks to achieve a 50% reduction in spare parts
inventories in European and U.S. markets by the end of 2004 compared with 2000, as
well as a 30% increase in productivity in June 2003 compared with 2000.
With development of the global parts information system infrastructure -- G-FAST 21 -completed in December 2002, the Company is poised to shift from the current subsidiarybased system for parts inventory management to a consolidated system. In the new
system, the Company will centralize worldwide spare parts inventory management in its
headquarters in Japan.
Specifically, a newly established consolidated inventory control center at headquarters
will forecast total demand for spare parts based on analysis of data collected from
regional control centers throughout the world by G-FAST21. The center will then
optimize the spare parts stock volume for each region and for headquarters, based on the
forecast supply of spare parts required in initial-stage marketing of new product models.
Furthermore, the Company will set a new ideal stock level for each spare part, factoring
in differences in life span based on the marketing life of the product in which each part is
incorporated. This will enable the Company to optimize parts inventories, both for
headquarters and the markets. The new inventory system has already been deployed in
European and U.S. markets, where the Company has targeted a 50% reduction in spare
parts inventories by 2004, compared with 2000. Likewise, the Company will launch this
new spare parts inventory system beginning in late 2003 in Canada, Australia, Asia, and
the Middle East, in that order. The Company forecasts that the new consolidated spare
parts inventory management system and related measures will reduce annual operating
costs by approximately five billion yen by the end of 2005, compared with 2000.
With parts distribution reform, the Company also aims to generate a 30% increase in
productivity

in

June

2003

compared

with

2000.

The productivity drive began by streamlining the nine business processes performed at
the parts center -- packing factory-delivered parts; storage; retrieving opeInventoryns;
order pickup, inspection, primary packing; secondary packing; shipping and vanning. The
Company succeeded in eliminating the order pickup, inspection, primary and secondary
packing processes, and now handles 70% of total spare parts volume in just four
processes. Furthermore, with the scheduled introduction of a cross-docking distribution
system in April 2003, the Company will start shipping 10% of parts immediately upon
11

initial arrival from the factory, meaning that the parts centers will eventually be involved
in only two processes -- receiving and vanning. In order to successfully streamline
distribution processes according to plan, the Company has optimized the parts center
storage rack layout, and has introduced newly developed wireless portable terminals and
self-propelled carts, as well as the network-based parts center management system to
support

them.

Also as a part of the distribution process reform plan, the Company will ship slowmoving spare parts directly from headquarters to overseas dealerships, starting in April
2003. This is a new international direct delivery service jointly developed with an
international courier company. It will shorten the current delivery lead time of seven to
ten days for orders from U.S. dealerships to three days. Beyond reducing lead time, the
new delivery service will help clear all stocks of slow-moving spare parts in the U.S.
market and enable the Company to store them exclusively at headquarters. Thus, the
Company will be able to cut total excess inventory. By fully implementing the global
consolidated spare parts inventory system and streamlining the distribution process, the
Company seeks to increase both customer satisfaction and profitability.

12

India Yamaha Motor Embarks on a Pan-India Dealer Network Expansion

Inaugurates 6 more dealers in Mumbai & Pune, Maharashtra
All set to make its grand entry into the Indian scooter market, India Yamaha Motor today
announced its plan to expand its sales network across India in order to take its product
closer to its customer base particularly in the tier 2 and tier 3 cities. Currently India
Yamaha Motor has more than 400 dealers across India and plans to spread out to more
cities increasing its dealer network to 2000 by 2018. Looking at the growing demand of
two wheelers in the tier 2 and tier 3 cities, Yamaha has embarked on building a strong
dealership network in these cities.
India Yamaha Motor today inaugurated 2 more dealers namely Varyan Yamaha and
Supreme Auto in Pune today, to match the growing demand for bikes in the city and
prepare for scooters which will be put in the market soon. Likewise, 4 more dealerships
will be inaugurated in cities like Nasik & Mumbai apart from Pune over the next two
weeks.
Commenting on the occasion, Mr. Hiroyuki Suzuki, CEO & MD, India Yamaha
Motor Pvt. Ltd., said, The Yamaha family is looking forward to a stronger dealer and
sales network strategy to reach out to more people with our products and services while
continuing to serve our loyal customers. Keeping in mind the increasing demand in two
wheelers, we are planning to expand our dealership network extensively. Pune, the
automobile city of India has ample of untapped market in this segment and we are
looking forward to make a strong presence in this city.
Mr. Suzuki adds Maharashtra is a very crucial market for us and we are committed to
offering the best of the products from our portfolio to customers here. In the deluxe
segment, which is our mainstay category, Yamaha has 18% market share in Maharashtra,
up from 16% last year. The opening of these new dealerships in Pune is in line with our
focus to strengthen our foothold in key growth markets. These dealerships will definitely
13

help us in reaching out to more and more potential customers in the state as well as the
entire region. The showrooms are fully-equipped with 3S Sales, Service & Spare Parts
set-up and these dealerships will strive to achieve a high satisfaction level of our
esteemed customers.
The Indian two-wheeler industry has witnessed much growth in the last few years,
attributable to increased disposable income levels among a rapidly expanding middle
class. Estimates suggest, the industry to attain 20 million units level by 2016, when
Yamaha is targeting to achieve 10% market share.
Recently, India Yamaha Motor announced its third manufacturing in Chennai which will
entail an investment of approximately Rs.1500 over the next five years. The new facility
will employ a theoretical-value-based production concept that operates on a system of
completely synchronized manufacturing of parts and assembly of complete two-wheelers.
This investment is in addition to the Rs. 750 crores being invested in the existing facilities
in Noida and Faridabad for capacity expansion, product development and network
expansion.
Recently the company signed up Bollywood diva Deepika Padukone as the face of
Yamaha Scooters in India while John Abraham will continue to endorse Yamahas
motorcycle range in India.
The company will continue with the YES! YAMAHA campaign which was introduced a
couple of years ago. As part of the YES! YAMAHA campaign, many initiatives have been
launched including Bring back the Joy campaign, Chabi Ghumao, Bike Le Jao contest
(Turn the key, win a bike contest) to name a few.

14

OBJECTIVES OF STUDY

15

OBJECTIVES OF STUDY

The main objective of this study is to analysis is detail the consumer behavior towards
Yamaha. The objective of the study can be stated as follow:

To study the market position of different brands of vehicle at Ghaziabad & NCR.

To study the influence of T.V. advertising in making decision.

To study the post purchase action.

To study the effect of different sales promotion tools after purchasing it.

16

INTROD
UCTION: INDIAN
AUTOMOBILE INDUSTRY

17

INTRODUCTION INDIAN AUTOMOBILE INDUSTRY

The Indian automobile industry is too very Large extent, dominated by the two wheeler
sector-comprising 12 in manufactures (at present).the passenger can senior mostly
dominated b four companies namely Honda. Bajaj. Yamaha, and TVS among \Which
YAMAHA is in the lead, with a market share of nearly 75 percent. The growth in the car
sector has been to the extent of 20 percent during the last year, which was in continuum
from its previous year. Thus leaving the Indian roads with almost 35-40 percent more fourwheeler vehicles within a span of 2 year.
The two-three wheeler sector comprises of over 13 manufacturers with installed capacity
of about 3,544,000 units and Bajaj Auto dominating the market with a share of about 48
percent. As with the rest of the automobile industry, the two and the three wheelers sector
have been notching up excellent results. NO with the easy availability of finance and a
spurt in demand as there is a growing need for personal transport, the stage is set for two
wheeler.
Manufactures to cash in on the expending demand in the current financial year there has
been unprecedented growth of 22 present over the previous year. Further. This trend is
expected I continues at 15 percent over the next two year with more emphasis being put
on the low cc (50-100) two wheelers, the market is becoming more and more crowded
with stiff competition between Bajaj Autos Sunny and TVSs Scooty. Company are
coming up with new ranges more frequently than in the previous years. A Rs. 250 crore
expansion plan is on the anvil with ten new scooter models slated to be launched in the
next three years. In the motorcycles segment a hoot race is being contested between Bajaj
Auto. Hero Honda and Escorts. In the mopeds segment. TVS leads the pack followed by
Majestic Auto and Kinetic Engineering. The three
wheeler sector too has been remarkable recovery in the past 2-3 years to the extent of
recording a 57 percent growth with total sales of 1 13.704 units in 1994-95.
The market in this segment is being led by Bajaj Auto in a nearly monopolistic
environment with a market share of 90 percent. However the growth in the coming years is
expected to stabilize at around 15 percent. The three wheeler is being recognized as Ashok
Nangia economical, cost effective and convenient mode of transport, when compared not
18

only with taxis and Mini trucks but even with public transport, for short distances.
The heavy, medium and light commercial vehicles (Bikes) sectors comprise Honda and
Bajaj. The record for this sector are similar to the car sector. With Ashok Nangia average
figure of 20 percent, the Bikes outpaced the growth of the scooter at comparative levels
of 94,000 and 87,000 units respectively. The new infrastructural Researches, additional
capacities in steel and cement plans, prospective privatization of public transport arc
expected to spur demand for the Bikes. The scales are increasingly tilting in favors of
Bikes from Bikes clue to benefits like lower transportation costs per ton. Better
Maneuverability and improved consumer goods transportation. In the SCOOTER
segment, Yamaha holding a 66 percent market share is best geared to meet the growing
demand with its plans to increase capacities. Ashok Leyland too is doing well in the
SCOOTER segment. In the SCOOTER segment, the total sales amounted to 82.353 units
where Yamaha market share is 52 percent. However. SCOOTERs made with Japanese
collaboration are under immense pressure because of the escalation in the yen and
countervailing duties
Imposed on imported components on the whole. This sector of the industry has been
consolidating its position in the few year .

19

India Yamaha Motor introduces a Special Campaign for the FZ Owners

"FZ Full Throttle Meet"

New Delhi, June 2012: : We at Yamaha always treasured our association with you. No
wonder, we have always believed in finding a reason to celebrate this association. And
what can be a better way to celebrate than upping the adrenaline rush. Reason why, we
take pleasure in inviting all FZ owners to, 'Full-Throttle Meet'. A day- long event,
organized specially for the FZ Raiders, reaffirming yet again that FZ riders are truly
street-bound. So, its time you took a break and let your attitude do the talking.
This campaign was conducted in key cities across the country in 2012.
The Full Throttle Meet is open for FZ,FZS and Fazer owners.
FZ Full Throttle Meet comprises of various activities like FZ Bike Rallies, Cricket, Dart
Game, Snooker, Spin-the-wheel etc. Given below are the tentative locations where it was
conducted in 2012.
Delhi, Mumbai, Kolkata, Chennai, Faridabad, Pune, Panvel, Nasik, Bhopal, Indore,
Raipur, Hyderbad,

Bangalore,

Calicut,

Trichur, Aizwal,

Ahmedabad, Baroda, Dehradun, Jaipur, Rajkot and Surat.

20

Siliguri,

Jamshedpur,

Yamaha associates itself with PFMI 2012 to target young urban women
for its newly launched scooter RAY
New Delhi, 26th Sept 2012: : Yamaha India recently announced its association with the
coveted Ponds Femina Miss India 2012 to strengthen the brand equity of its newly
launched scooter 'Ray' inspired by and keeping in mind the young urban Indian woman.
The contest which is in its 50th year running is targeted towards identifying the diva who
will be a perfect personification of beauty and intelligence. She will represent India on
international platforms with aplomb and confidence and will strengthen the fact that
Indian girls have always been at par with their counterparts from other parts of the world.
Yamaha India which recently launched its stylish and peppy scooter RAY is targeting
such young urban Indian women who are independent, intelligent, ambitious and have the
fire and talent within them to achieve all that they desire. Like Miss India, RAY is a
designed beauty of synergy between dynamism and sophistication. It serves to add to
ones personality.
Speaking at the occasion, Mr. Roy Kurian, National Business Head, India Yamaha
Motor said , Yamaha is proud of its association with Ponds Femina Miss India as this
gives us a good opportunity to reach out to all those young girls who have been
especially kept in mind while conceptualizing our newly launched RAY scooters. While a
prestigious pageant like the Ponds Femina Miss India gives these young girls a platform
to showcase their individuality which makes each of them unique from another, it also
gives Yamaha a chance to explore this enriching experience with our unique range of
RAY scooters. We hope that as we go along, we make memories that will help people
understand the brand Yamaha better.
While RAY is a definite crowd puller in terms of looks, it also offers a very friendly ride.
Just like the coveted Miss India crown that hundreds of hopeful vie for, RAY is already
generating a lot of interest. The company is thus confident that this association will have a
positive effect on the brand image of Yamaha & will further enhance Yamahas brand
equity.

21

Yamaha is primarily a bike manufacturer, but with its association with Ponds Femina
Miss India, the company hopes to reach out to all those young girls who have been
especially kept in mind while conceptualizing the newly launched RAY scooters. The
company is confident that this is the beginning of a symbiotic relationship not just
between Yamaha and Ponds Femina Miss India but also between RAY and the millions of
young Miss Indias of the country.
Stylish and friendly, RAY has already sparked a trend amongst young girls as was seen
with the recently concluded Miss RAY contest in Hyderabad. The Miss RAY contest
was the first of its kind hunt for a local brand ambassador for the new range of Yamaha
scooters, held in Hyderabad recently. Having received an overwhelming response in its
first edition in Hyderabad, the company is planning to introduce the Miss RAY concept,
in other cities as well. Through this activity, the company is providing millions of young
girls all over the country an opportunity to take centre stage and show what it takes to be
a winner just like the new RAY.

About India Yamaha Motor Pvt. Ltd.

IYM operates from its state-of-the-art manufacturing units at Surajpur in Uttar Pradesh &
Faridabad in Haryana and produces motorcycles both for domestic & export markets.
With a strong workforce of more than 2,000 employees, IYM is highly customer-driven
and has a countrywide network of over 400 dealers. Presently, its product portfolio
includes VMAX (1,679cc), YZF-R1 (998cc), FZ1 (998cc), Fazer (153cc), FZ-S (153cc),
FZ (153cc), SZ-X & SZ-R (153cc), YZF-R15 Version 2.0 (150cc), SS125 (123cc), YBR
125 (123cc), YBR 110 (106cc) and Crux (106cc).

22

ABOUT YAMAHA WORLD TECHNICIAN GRAND PRIX 2012

Yamaha World Technician GP, contest was begun as a part of the Yamaha Technical
Academy (YTA) program Yamaha Motor Co., Ltd. (YMC) has been promoting since
2000. In addition to help win more Yamaha fans around the world by providing high
added-value service, this contest seeks to raise the service peoples consciousness of their
important place in the global Yamaha group, stimulate the desire for improvement and
build and strengthen the worldwide Yamaha service network.
For this 4th holding of the Yamaha World Technician GP, the competition was divided
between a sports model class and a commuter/business model class. The contest was
designed to judge the contestants skills in the areas of "proper service knowledge and
skill," "providing service that communicates the appeal of the products and providing
friendly customer service." To judge these skills, the contestants were tested in (1)
motorcycle repair knowledge and theory, (2) troubleshooting and repair on actual
motorcycles and (3) skills for dealing with customers, and the winners were decided on
the basis of cumulative points in the three test areas.
The final round of WTGP will be held on 23rd to 24th Oct in Japan

23

that operates on a system of completely synchronized manufacturing of parts and

assembly of complete two-wheelers. This investment is in addition to the Rs. 750 crores
being invested in the existing facilities in Noida and Faridabad for capacity expansion,
product development and network expansion.
Recently the company signed up Bollywood diva Deepika Padukone as the face of
Yamaha Scooters in India while John Abraham will continue to endorse Yamahas
motorcycle range in India.
The company will continue with the YES! YAMAHA campaign which was introduced a
couple of years ago. As part of the YES! YAMAHA campaign, many initiatives have been
launched including Bring back the Joy campaign, Chabi Ghumao, Bike Le Jao contest
(Turn the key, win a bike contest) to name a few.

24

MODEL OF BUYER
BEHAVIOR
(BRAND AMBASSADOR)

25

MODEL OF BUYER BEHAVIOR

Their starting point is the stimuli -response model. Above figure shows marketing and
other stimuli entering the buyers black box and producing certain responses. The
stimuli are of two types. Marketing stimuli consists of the 4 Ps : Product, Price, Place and
Promotions. Other stimuli consist of major forces and events in the buyers environment
economic, technological, political and cultural. All these stimuli pass through the buyers
black box and produce the set of buyer responses : Product choice, brand choice, dealer
choice, purchase timing and purchase amount.

Dealers
Our Brand Image speaks for itself. Complementing the Marketing team is our vast and
strong Dealer network - the backbone of our vital marketing operations.
Recent initiatives have been launched by Yamaha in the field of business-to-business as
well as business-to-consumer cooperation with Dealers. The new showrooms based on
YAMAHA VISUAL IDENTITY are one of the many steps in this direction.
Our dealer network works on the "3S" fundamentals of -SALES SERVICE and SPARE
PARTS under one roof. With a strongly dedicated team of Sales and Service engineers,
IYM targets the fulfillment of customer's needs. Every single customer matters to us.
Together the 3S operate in tandem to serve our customer and forge an everlasting bond
with them.
CUSTOMER SATISFACTION is our motto and we remain steadfast in our commitment
to our valued customers...

26

Offering Nothing But the Very BEST to Them.

Exports
IYM is an active player in the exports market. Currently, we export motorcycles to 50
countries including Argentina, Mexico, Philippines, Bangladesh, Sri Lanka, Columbia,
Dominican Republic, Nigeria and lvory Coast. The export Product line boasts of RX 100,
Crux, YD 125, Enticer and Libero.
To consolidate our position in the exports arena, we are rapidly expanding our presence in
Asia, Africa, Central and South America.
Strengthening our reputation as an export base for YMC global operations, we are bright
and optimistic about our emergence as a top-notch bike exporter of India

Yamaha signs leading Bollywood actress Deepika

Padukone to endorse its scooter range

Mumbai, 23rd July 2012: : All set to make its grand entry into the Indian scooter
market, India Yamaha Motor today announced that it has signed up Bollywood
diva Deepika Padukone as the face of Yamaha Scooters in India. This is the first time
27

that the actress will endorse an automobile product and Yamaha is upbeat that her
feminine yet sporty disposition will gel easily with the Indian target audience. While
Deepika will endorse the scooter section of Yamaha, John Abraham will continue to be
the brand ambassador of the companys flagship bikes.
As per the deal, Deepika will make appearances in commercials which are already lined
up. The bubbly and active image of the actress will complement the sporty and stylish
scooter that Yamaha has to offer to its female customers which will primarily be under the
age of 24 years. This visual connection will provide appropriate value addition to the
brand and will bring the product alive onscreen. Moreover, she appeals to the Indian
youth both through her movies and her off screen appearances. Her stature in the film
industry goes well with Yamahas current positioning in the two-wheeler industry.
Commenting on the occasion, Mr. Hiroyuki Suzuki, CEO and MD, India Yamaha
Motor Pvt.Ltd. said, "We are very pleased with our alliance with Ms. Deepika
Padukone to endorse our scooter Ray which just like Deepika signifies Cool &
Beauty. Being young, fit, sporty and stylish, Ms. Deepika has all the elements that our
customers will subscribe to when they buy our scooters. The youth adore her, respect her
and follow her because she signifies an inherent sense of style that easily blends in with
that of brand Yamaha. We look forward to have a longstanding and fruitful association
with her."
"Yamaha has been a preferred brand with the youth who understand and connect well
with technology, performance and the spirit of sporting endeavors. We have replicated
these inherent ingredients in our scooters as well for the aspiring Indian women under the
age of 24 years. We do expect the women customers to become a core part of our future
growth strategy."
John Abraham has done a commendable job for Yamaha in the past years and now that
Deepika has come on board, they will collectively add strength to the product line up of
Yamaha and take the brand to new heights in the times to come.
The development is in line with the companys effort to strengthen its brand particularly
in the scooter market. The company will continue with the YES! YAMAHA campaign
which was introduced a couple of years ago. As part of the YES! YAMAHA campaign,
28

many initiatives have been launched including Bring back the Joy campaign, Chabi
Ghumao, Bike Le jao contest (Turn the key, win a bike contest) to name a few.

IMPORTANCE OF
STUDY IN THE
AUTOMOBILE
INDUSTRY

29

IMPORTANCE OF STUDY IN THE AUTOMOBILE INDUSTRY

Things have been consistently changing over the past few years in this industry, several
world brands. Which one saw only in glossy magazines or on the TV in the past are
making a belling to enter to enter the country. Many of the current collaborators have a
majority share holding in the collaborations. Collaborators are willing to hold the hands
of the Indian manufacturers in the export markets. In fact, the focus of the new generation
of collaborations is to build technological capabilities in the Indian automobile industry.
In 1993 the worlds largest car market, Genera) Motors, signed up with Hindustan Motors
for assembling one of its German products-the Opel Astra. French giant Peugeot has
joined hands with Premier Automobiles to make Peugeot 309 and Britains car major
Rover has tied up with Bangalorc-hascd small-timer Sipani Automobiles, to assemble the
Rover Montego. Mahindra and Mahindra have embarked upon the process of assembling
Chryslers Jeep Cherokee, using its new Peugeot engine and gear box, TELCO has
finally signed up with Dailmer-Benz for manufacture of the Mercedes-Benz. DCM has
tied up with the emerging South Korean car maker, Daewoo. All this is not surprising,
considering the fact that the car manufacturing sector one of the last to bre decanted in
June. 1993 has recorded a growth of 29 percent during that financial year.

30

FACTOR INFLUENCING
CONSUMER
BEHAVIOR

31

FACTOR INFLUENCING CONSUMER BEHAVIOR

Cultural
Culture

Social
Reference

Personal

groups
Age and life

Psychological

Cycle
stage
Subculture

Family

Motivation
Buyer

Occupation
Perception

Learning belief
& attitude
Social class

Roles and
status

Consumers purchases are highly influenced by cultural, social, personal and

psychological factors.

32

DETAILED OF FACTORS INFLUENCING BEHAVIOR

(A) CULTURAL FACTORS :

Cultural factors exert the broadest and deepest influence on consumer behavior.

CULTURE:

Culture is the most fundamental determinant of a persons wants and behavior. The child
growing up in a society learns a basic set of values, perception, preference & behavior
through a process of specialization involving the family & other key institutions.

SUBCULTURE:

Each culture contains smaller groups of subcultures that provide more specific
identification & socialization for its members. Four types of sub culture can be
distinguished.

(i) Nationality groups.

(ii) Religious groups.

(iii) Racial groups

33

(iv) Geographical areas.

SOCIAL CLASS:

Virtually all human societies exhibit social stratification. More frequently, stratification
takes the form of social classes. Social classes are relatively homogenously and enduring
divisions in a society, which are hierarchy ordered and whose members share similar
values, interests, and behavior.

(B) SOCIAL FACTORS:

A consumers behavior is also influenced by social factors, such as the

consumers reference groups, family, and social roles and statuses.

(i) REFERENCE GROUPS:

A persons reference groups are those groups that have a direct or indirect
influence on the persons attitudes or behaviors. Groups influence will be stronger
for products that will be visible to others whom the buyer respect.

(ii) FAMILY:

34

Members of the buyers family can exercise a strong influence on the buyers behavior.
The family of orientation consists ones parents. From parents a person acquires an
orientation toward religion politics, & economics and a sense of personal ambition selfworth & love. The following products and services fall under such.

Husband-dominant : Life insurance, automobiles

Wife-dominant

Equal

: Mixer, Washing Machine, and Kitchenware

: Housing, Entertainment, and Housing Furniture

(iii) ROLES AND STATUSES:

Participating of buyer in the different groups as clubs, organization influence his/her

buying behavior. His/her position in the different groups can be termed as roles & status.
A role consists of the activities that a person is expected to perform according to the
persons around him/her. Each role carries a status reflecting the general esteem : accorded
to it by society.

35

( C ) PERSONAL FACTORS:

Personal factors a buyers decisions by his/her personal characteristics, occupation,

economic circumstances, life style, and personality & self- concept.

(i) AGE & LIFE CYCLE STAGE:

People change the goods and services; they buy over their life time. They eat baby food in
childhood, most foods in the young age and special diets in the later year.

(ii) OCCUPATION:

A persons consumption pattern is also influenced by his or her occupation. A blue-chip

worker will purchase good clothes, care etc.

(iii) ECONOMIC CIRCUMSTANCES:

A persons economic circumstances will greatly affect product choice. His economics
circumstances consists of their spend able income, saving & assets, borrowing power.

(iv) LIFE-STYLE:

A persons life style is that persons pattern of living in the world as expressed in the
persons activities, interests & opinions.

36

(d) PSYCHOLOGICAL FACTORS:

A persons buying choices are also influenced by four major psychological factors-

(1) Motivation

(2) Perception

(3) Learning

(4) Beliefs and Attitudes

( E) BUYING ROLE:

For many products, it is easy to identify the buyer. Men buy shaving Cream, Razor,
Cigarette etc. While cosmetic, pantyhose etc.

Thus, we can distinguish several roles people may play in a buying decision.

Initiator

: One who first suggests or thinks of the idea of buying the particular
product or service.

Influencers

: One whose views or advice carries some weight in making

the final decision.

37

Decider

: One who ultimately determines any part of, or the entire

buying decision whether to buy, what to buy, or where to Buy.

Buyer

: One who makes the actual purchase.

User

: One who consumes or uses the product or service.

38

PROBLEM AND LIMITATIONS OF THE PROJECT

There are a large number of small and big localities in the area . It was a
difficult task to cover too many towns and cities in such a short span of
time .
Hence ,only 6of them were selected namely Ghaziabad & NCR representing
A-Class ,B-Class,& C-Class localities .

Exclusive dealer of the company, were also inquired where sometimes delays
occurred and repeated visits were made on account of concerned person
unavailable or busy.

Only 100 odd customers were covered in the project and that too equally
divided in the 6 localities selected, which is in fact a small sample to represent
the population.

Customer awareness and negligence was also a problem since many of them
tend to walk away from the TV screen as soon as advertisement break
commence in during and after the schedule of programs and films.

Only a small fraction of customers reading national dailies is one of the factors
of their not coming across advertisements and without which advertisement
effectiveness cannot be judge.

Locating dealers selling brands other than YAMAHA was a difficult task.
Their views seemed necessary in getting an overall picture. Many of them out
rightly refused to entertain the questionnaire.

Contacting the various eligible customers and probing in detail about various
features of the advertisements, improvements in it, advertisement of the
competitors, their suggestions etc. Sometimes proved a difficult job. Many
times appointments were taken and were cancelled at the last minute.

39

Terms & Conditions :

This Protection plus does not apply to Motorcycle used of hire and reward, or for
Motorcycles used for any kind of timed completion or race.

Motorcycle owner, temporarily or otherwise by a business formed for the purpose

of selling or servicing Motorcycle are excluded. Warranty comes into effect when
customer pays the cost of Protection Plus and sign the proposal form.

The Protection Plus has no surrender value and it cannot be cancelled. The
Protection Plus is transferable to new owner at the time of selling the Motorcycle.

No liability will be accepted for any engine, Carburetor, AIS System, Electrical
with Wiring Harness breakdown claim notified to the company more than 14 days
after the relevant fault has become apparent. All claims must be supported by the
relevant documentation. The company reserves the right to examine the
Motorcycle and subject it to expert assessment and to nominate a repairer. The
result of the assessment will determine the liability subject to the claimable limits.

Service must be complete at the correct time and mileage. The Protection Plus
holder/Customer should retain all the service invoice and relevant receipts .Failure
to service the two-wheeler in accordance with the manufacture's recommended
service schedule and per schedule given in this Booklet will render the policy
invalid.

The Mileage quoted in no way guarantees the true distance covered by the twowheeler, and is indicated only as a guide to when servicing is due. Failure to
maintain the odometer, mileage recorder in working order or disconnecting it or
tampering with it will invalidate this warranty.

No Liability will be accepted for damage caused by neglect, corrosion, Intrusion

of foreign or deleterious matter, lack of Servicing, overheating, freezing due to
negligence of customer of abuse by the continued use of Motorcycle after a fault
has become evident or for consequential loss or the failure of parts not covered by
the Policy.

If it shall be established following the receipt of the claim that the condition of the
Protection Plus as laid down have not been fully complied with, then it is here by
40

expressly agreed and declared that the company shall be releases from all liability
of that particular claim.

If the customer and/or the authorized dealer undertakes a claim, knowing the
claim to be false and or fraudulent as regards the value of the amount of work or
cause of failure or otherwise, the Protection Plus shall be deemed to be invalid.
Failure to comply with these formalities and condition may led to a refusal to pay
the claim.

All Disputes/difference regarding to claim settlement, arising for whatsoever

reason shall be subject to jurisdiction of Delhi courts only.

This Protection Plus is transferable at the time of sale of vehicle.

41

COVERAGE

Engine including Carburetor and Air Induction System.

Electrical parts including wiring harness .

Total 117 parts covered in Protection Plus.

PERIOD

Extended warranty for 3 years or 40000 Kms whichever comes earlier.

Extended warranty starts after completion of IYM warranty.

Rs.777 if purchased with new vehicle or up to 90 days.

Rs.999 if purchased from 90 to 180 days.

COST

BENEFITS

Three years protection against your expense on Engine including

Carburetor,
Air Induction System and Electrical Including Wiring Harness after
IYM warranty

No major repair bills up to 3 years after IYM warranty.

Motorcycles repairs from authorized IYM Dealership.

Genuine spare parts used.

Higher resale value of the vehicle through regular servicing and

warranty protection .

42

PRODUCT OF YAMAHA

43

44

Every morning started with a briefing by Adarsh of what we should expect, followed by
an elementary discussion on riding and bike control by Sachin. Leaving Darjeeling the
45

road was extremely steep downhill which meant many burnt their rear brakes. This was
followed by some of the worst mountain roads on this planet! To top it all the dry dust
swallowed all of us. But the last 30km to Yoksum, Sikkim was one of the best stretches of
the tour.

To write about each day of the tour would take up a small book. The general impression
of the tour was that it was very well raced. The spots and hotels chosen for stay were very
comfortable and clean, with good food and cheap for those who liked a drink after a hard
day's riding, which was almost everyone. The day would begin with a briefing on the
roads and meeting point, plus Sachin's riding/bike control tips. We had to fend for lunch
but dinner was provided by RE if there were no restaurants around.

Bhutan is one of the last countries in the world ruled by a forward looking benevolent
monarchy. The population is around seven lakh and the main income is from export of
power. With its mountains and a large number of rivers, Bhutan exports huge amounts of
electricity. It is a protectorate of India and has very friendly relations unlike other
neighboring states. Tourism is kept at a minimum, high end low volume and Gross
National Happiness is more important than any GDP. We traveled through west southern
Bhutan into Thimpu and across the country to the far east and exited south east into
Assam. To put it simply, it was a trip of a life time for me.

The bike given to me was a brand new 500 Classic. What can the Bullet be compared to?
There is nothing made in India that is like it! So, like an icon it stands on its own. The
good things first. The bike handled well all through the bad roads. The front and rear
suspension, and the steering bearing never gave way. It has a tractor like torque and there
was no situation or terrain it could not handle. This was a real surprise for me. Put it in
second gear, open the throttle and you are off! But the riding position didn't suit me at all.
The foot pegs are too far forward for the flat handlebar. The gas tank leaked constantly.
Instead of smelling the beautiful air I was nauseous with the smell of gas. The front disc
46

is good but not good enough for the weight. My bike vibrated over 80km/h so much that I
couldn't see a thing in the rear-view mirrors. Some bikes had broken cables, chain
adjustments were needed every day, meters kept getting loose, and it kept slipping out of
4th gear and felt under geared for the power it had... not acceptable for a bike
manufactured in 2012.

I spoke to almost every rider who owns a RE bike. The pride of ownership of this
marquee is so deep rooted that all faults are overlooked. Other than the modifications
some riders had made, any suggestions made were taken as criticism and rejected right
away. In some sense this is ignorance of today's technology. I had a 1986 pushrod 500cc
Honda that had 4-valves-per-cylinder and revved to 10,500rpm. Even if the bike has to
remain in its pushrod format the progress all around has left the RE standing still in a time
warp. The RE in England had many model trims but here nothing has changed. RE did try
and make smaller bikes that failed, but variations of the 350 theme were not tried enough.
Now a Club Mans model is coming out but unless the power is increased substantially it
will mean very little. But at the moment RE is over booked and the company doing well.
So who is to say? But this is the time for intense R&D and to come out with models that
are seriously modern in technology, and remain vintage if they still want to.

47

1.6 RECENT LAUNCHES

YAMAHA FZ-S
Yamaha FZ-S 150cc, a recently launched bike by the industry giant Yamaha. After the
grand success of FZ-16 Yamaha has finally launched its modified version (FZ-S) in India.
This fabulous bike is equipped with all the necessary features one may think of. It stands
ahead in style and performance not only in its segment but beyond. This bike is best
suited for those who want elegance and power in one. It is designed and engineered with
the capacity for active and aggressive enjoyment of around-town street riding and
styling, bringing a sense of pride for the owner of the bike. It is especially designed to

48

satiate riders' desire for style and fashion. It is popularly referred as the Stylish Macho
Street Fighter (Lord of the Streets).
The primary features of Yamaha FZ-S include:

European international design

Stainless steel body

Aerodynamic muscular design

High torque rate

Carbon pattern meter console

Latest graphics

Disk brakes

Electric start starting system

Electronic fuel injection system

YAMAHA YZF R15

This is the latest offering from the Yamaha stable. The YZF R15 is the first truly sports
bike launched in India. The looks and design have been done keeping the bigger R1 in
mind and hence the resemblance.

49

The bike is priced at Rs.97,500 (ex-showroom) across India. It boasts of the first liquid
cooled 4 valve engine in the two wheeler category which gives it better performance and
power. It is a 150cc bike having enough power to bring chills to the rider when he revs up
the accelerator.

Comparision of Yamaha with other Manufacturers

BAJAJ PULSAR DTS FI 220 CC

Bajaj auto has upgraded the Pulsar family with the launch of its high-end bike Pulsar
DTS-Fi 220 cc. This advanced variant of popular Pulsar combines new features and
advanced technology. This all new version of Pulsar is priced at Rs.70, 000 (exshowroom Delhi).
The 2009 edition of Bajaj Pulsar comes without fuel injection technology but yet it will
produce more power at 21PS. The new Bajaj Pulsar DTS Fi 220 cc will reach the top
speed of more than 140 kmph. This two wheeler from India's second largest two-wheeler
manufacturer comes with single cylinder 4 stroke air cooled engine. This motorcycle has
a maximum power of 21.04 @ 8500rpm and maximum torque of 19.12@7500 rpm.
Bajaj Pulsar DTS-Fi 220cc will be available in all contemporary black themes as well as
can be availed in 4 different colors. The recently launched Bajaj Pulsar DTS Fi-220 cc

50

reflects a major difference from other Pulsar bikes launched by the automaker. This
change is the downgrading of Pulsar model from Fuel Injection to carburetion.
The all new Bajaj Pulsar DTS-Fi 220cc is loaded with features like engine oil cooler, split
seats, clip-on handle bar, auto choke and fuel & battery charge indicators. This new
version of Pulsar makes the use of temperature based ignition mapping. This kind of
mapping helps to optimize the ignition timing in order to achieve good start ability,
outstanding torque as well as quick warm up.
The different features to look out for in Bajaj Pulsar DTS Fi include rear and front disc
brakes. In fact, this is the first bike in India that comes with both types of brakes. Since
this motorcycle is designed to offer a thrilling riding experience it is also packed with
varied safety features for smooth running. According to the reviews of this advanced
version of Pulsar, this bike in India is sure to give competition to motorcycles of other
brands.

51

52

HONDA CBF STUNNER FI

Geared with PGM-FI technology, Honda CBF Stunner FI has made its way in India. The
new version of CBF Stunner sports bike from Honda Motorcycle and scooters
India Pvt. Ltd. (HMSI) was launched and targeted for the youth in the country. This sports
bike from Honda Motorcycle's is priced at around Rs. 66,200 (ex-showroom, Bangalore)
and Rs. 64,630 (ex-showroom, Delhi).
An ultimate desire for every youth, Honda CBF Stunner PGM FI comes equipped with
superior technology and stunning performance. Powered with a 4-stroke, air cooled OHC
single cylinder engine, this two wheeler is offered with digital ignition. The new Honda
CBF Stunner FI is believed to develop 11bhp at 8000 rpm and 11 nm torque at 6500 rpm.
The motorbike re-defines style with amazing features like a stepped-up seat, half fairing,
front and rear tubeless tires, alloy wheels for a comfortable riding experience.
Honda CBF Stunner PGM FI 125 cc gives a top speed of 65kmph in 5.2 seconds. The
eco- consciousness of the company HMSI, that is the wholly-owned two-wheeler
subsidiary of Japan-based Honda motor Company, is also evident from the PGM-FI
technology used in this sports bike. The PGM-Fi (Programmed Fuel Injection) technology
of the two wheeler would keep emission level as low as 1/10 of BS II Norm.
The all new CBF Stunner PGM-FI has maintenance free battery and viscous air filter that
promises less maintenance. Cumulated with PGM-FI technology, this version of Honda
Stunner is believed to reach out to the youngsters and give them a heart racing
experience.
Key Highlights:

PGM-FI (Programmed Fuel Injection) Technology

125cc Air-Cooled Four-Stroke Self-Start Engine

Dual Tone Styling

Sporty Half-Chain Case

Bank Angle Sensor

Premium 3-D Emblem

Handle Weight

Premium Key

Stepped-up Seat

53

Half Fairing

Front and Rear Tubeless Tires

Alloy Wheels

THUNDERBIRD TWINSPARK
Launched in year 2008, Thunderbird Twin spark is one of the most stylish bike intended
for those who want and wish to be on top of the world. It is the first model that leads
Royal Enfield revolutionary Unit Construction Engine.

The Royal Enfield Thunderbird Twin spark is the perfect example of unfolding mix of old
and new. Its 346 cc engine, 4 stroke single cylinder air-cooled engine delivers maximum
power of 19.8 bhp @ 5250 rpm capacity ensuring its smooth performance and constant
vacuum (CV) carburetor assure its simple start. Delighting customers, this bike is
absolute comfort statement for the passenger as well as rider. This bike is like a musthave for every rider and it is hard to beat in terms of pure riding pleasure and visual
delight.
Special Features:
Incorporated with all latest and advanced features, this bike includes:

Ergonomically designed high density foam seats

Rear gas filled shock absorber

Heat shield on silencer

Bigger CV carburetor BS-29

54

Electric starter

Electronic flasher

Multi focal reflector

280mm disc-front brake and 150mm drum-rear brake

Engine Single cylinder, 4 Stroke, OHV, Dual spark ignition engine, air-cooled

Power and Torque - 19.8 bhp @ 5250 rpm/28 Nm @ 4000 rpm

Fuel tank capacity 15.51Liters

SUZUKI HAYABUSA 1300

Price range: Rs 1,248k to 1,252k

Suzuki Hayabusa 1300 is the world fastest production bike, the ultimate choice and
preference of all bike lovers.

55

Features:
Some special characteristics of Suzuki Hayabusa 1300 are :

Steering damper

Engine mode indicator

Vertically stacked headlight

LED taillight

Radial mount TOKICO front brake caliper

Colors:
Some special characteristics of Suzuki Hayabusa 1300 are :

Solid black/ Metallic majestic gold

Pearl nebular black/ Metallic phantom gray

Specifications:

Engine capacity - 1340 cm2 (cc)

Fuel Tank - 21.0 liters (5.5 US gallons)

Type - 4-stroke, 4-cylinder, liquid-cooled, DOHC

Compression ratio - 12.5:1

56

SUZUKI GS 150R

Price range: Rs 57k to 62k

Also known for its attractive appeal, Suzuki GS 150R is styled with inspiration from
Suzuki international super bike GSX-R. Equipped with engine balancer technology, this
bike is designed with a high acceleration performance in low to mid range speed, i.e.
very important for city driving.

Colors:

Candy max orange

Pearl nebular black gray

Metallic flint grey

Candy dark greenish blue

Features:
Equipped with certain unique features like :

150cc engine with new design

Digital speedometer with dual modes

Majestic and stronger fuel tank

Integrated rear turn signal

Rear suspension with separate reservoir tank

Specifications:

Curb mass - 149 kgs

Type - Four-stroke, Air-cooled,SOHC

Displacement - 149.5 cm3 (cc)

Max Power - 13.8bhp@8500rpm

Max Torque - 13.4Nm@6000rpm

Compression ratio - 9.35/1

TVS APACHE RTR FI 160

Aiming to strengthen its presence in the premium segment, country's third largest twowheeler maker TVS Motor Company on Monday launched an advanced version of its
bike Apache fitted with fuel injection engine, priced at Rs 64,990.

57

The new bike Apache RTR FI would come with an 160 cc fuel injected engine
TVS APACHE RTR FI is the first bike from its stable to feature innovative Fuel Injection
technology. By launching the apache RTR FI TVS will bring the its ultimate racing
experience to the streets. According to TVS, the new apache RTR FI offers instant thrill
and superior performance of a fuel injected 160cc engine. The 160cc FI mill cranks out
15.1bhp at 8500 rpm and 13.1Nm at 6500rpm. The figures are not much different for
carbureted apache RTR. However, the power delivery will be progressive and the
refinement can be felt while driving. TVS claims the top speed of the new apache RTR
Fuel Injection (FI) as 120kmph. Also because of the improved combustion the emissions
will be minimal in the new apache RTR Fuel Injection (FI).Another novel feature in the
new apache RTR Fuel Injection (FI) is the rear disc brake. This new feature will give
better control over this beast.
.

1.7 FUTURE LAUNCHES

58

YAMAHA R125
The most advanced 125 production super sport
machine that Yamaha will launch in 2009 will be YZFR125. This radical, high-revving, fuel-injected 125 is
the work of the same engineers who created our
legendary YZF-R1 and YZF-R6 super sport bikes.
Main Features of Yamaha R125:
-Liquid-cooled single-cylinder 4-stroke
-SOHC 4-valve cylinder head
-Wet-sump lubrication system
-Fuel injection
-Electric start
-6-speed transmission
-R6-style mid-ship muffler
-Dual catalyses
-Air Induction system
Expected In: July, 2009

YAMAHA R6
What you will feel when you on Yamaha's new R6 a
quick progress, not rapid, beneath 70 mph in top,
however erst over the legal limit insignificant six
takes off as if a scolded cat without so a lot of as a
down shift. Drop to moment at this speed and you will
find yourself looking at the sky as everything
disappears behind you at an alarming rate and it will
be interesting to see what the six will do in the
quarter mile.
ENGINE SPECIFICATIONS
Displacement: 599cc
Engine: 4-stroke, 4-cylinder, 16-valves, D0HC
Maximum Power: 127 Bhp @ 14500 rpm

59

Maximum Torque: 65.8 Nm @ 11000 rpm

Gears: 6 Manual
DIMENSIONS
Length: 2040.00 mm
Width: 705.00 mm
Height: 1100.00 mm
Weight: 185.00 kg
Ground Clearance: 130.00 mm
Fuel Tank: 17.30 liters
Wheelbase: 1380.00 mm
Wheel Type: Alloys
Expected In : July, 2009

YAMAHA GLADIATOR 165

Yamaha's 165cc Gladiator will develop around 16.5
PS and complete a 0 60 sprints in less than 5
seconds and it believed that Yamaha has already
sent the bike for homologation and will launch its mid
Next Year. Bike was first displayed in last years Auto
Expo.
ENGINE SPECIFICATIONS
Displacement: 165cc
Engine: Air-cooled, 4-stroke, SOHC, 2-valve
Maximum Power: 15 Bhp (Expected)
Maximum Torque: 14 Nm ( Expected)
Gears: 5 Speed
DIMENSIONS
Length: 2065.00 mm
Width: 730.00 mm
Height: 1100.00 mm
Ground Clearance: 155.00 mm
Fuel Tank: 13.00 liters

60

Wheelbase: 1300.00 mm

TVS APACHE RTR MENACE 180

180cc version of flagship product apache RTR will be

seen on road by mid 2009. Codenamed as the
menace, the new apache RTR 180cc would come
with few cosmetic upgrades. But whats more exciting
will be the new powerful 180cc engine.
TVS announced earlier that it would introduce the
ABS (Anti-lock Braking System) in its forthcoming powerful bikes. However the new
apache RTR 180cc menace will not have ABS as it will push up the price. The proposed
200cc version of apache RTR might come with ABS.
ENGINE SPECIFICATIONS
Displacement: 180cc
Engine: 4 Stroke, EFi
Maximum Power: 18bhp
Gears: 5 Speed
DIMENSIONS
Length: 2020.00 mm
Width: 730.00 mm
Height: 1100.00 mm
Weight: 130.00 kg
Ground Clearance: 180.00 mm
Fuel Tank: 16.00 liters
Wheelbase: 1300.00 mm
OTHER SPECIFICATIONS
Top Speed: 135kph
Fuel Consumption (City): 28.00
Fuel Consumption (Highway): 42.00

61

Expected In: July, 2009

HONDA CBR 150 R
After successfully accepted in Malaysian market and
it may priced below one lakh.
The Honda CBR150R is powered by a 149.4cc 4stroke carbureted single cylinder 4 valve DOHC
engine with 11.0:1 compression and CDI ignition,
mated to a 6-speed wet clutch manual transmission.
It produces 18.5 Bhp at 10500 rpm and 13.5 Nm of torque at 8500 rpm.
Main Features of Honda CBR150R:
- DOHV 4-valve 150 cc water-cooled engine with balancer shaft.
- 6-speed return manual transmission.
- Front and rear disc brakes.
- Key slot cover for better protection against theft.
- Monoshock rear shock absorber.
- Secondary Air Supply System (SASS) which delivers extra air to the exhaust system for
cleaner emission.
- Catalytic Converter.

HONDA INTERCEPTOR
The hunger of Indian sports bikers will be satisfied
with the Honda Interceptor 800cc. Honda VFR 800
Interceptor is a Sports Touring Motorcycle i.e. it is
meant for the highways with a relaxed and
comfortable seating position, unlike the Sports bikes
that we currently see on the road. Its sleek,
aerodynamic bodywork is functional yet beautiful and air flowing through the
windscreens central air vent provides cool air to the rider at low speeds and increases
rider comfort at higher speeds by offering real protection from high velocity winds.

62

HONDA CBR 1000 RR

The history-making CBR900RR Fire blade
completely rewrote the book of Super Sport
motorcycle design with a remarkably compact and
lightweight configuration based on a Less Is More
concept that achieved a breathtaking blast of literclass performance from a 900cc inline-4 engine
shoehorned into a highly advanced 600cc-class
chassis.
The Honda CBR1000RR Fire blade is a Moto GP race replica with many of its features
taken from Honda's top-end racing bikes. The result is a high-performance track and
racing superbike that also makes for a perfect street bike.

KAWASAKI NINJA 250 R

Made its debut on 1986 Kawasaki Ninja after a
long wait will soon be in India by 2009. The Ninja
250R features a six-speed transmission that has
been revised for smoother shifting, and is mated to a
more durable clutch. An entirely new radiator
provides better cooling while being lighter in weight. A
new radiator fan is quieter.
Its market price is 1.3 Lacs

63

SUZUKI GSX-R 1000

Suzuki GSX-R 1000 offers something different when
compare to other bike in same segment amongst the
usual selling points of superb handling, class leading
performance it offers switchable ECU maps.
With switchable ECU fuel mapping you can switch to
low performance for easy handling in traffic, fuel
economy and when riding with cruisers, medium for
faster rides with the 600cc and full power for the track and Hayabusa owners.

HONDA CBR600RR
Inspired by the Honda RC211V MotoGP the
CBR600RR receives the "RR" designation for "race
replica" because of its emphasis on racing
characteristics such as an advanced braced swing
arm, center-up exhaust system, and more aggressive
riding position.
Features Of Honda CBR600 RR:
1) Exciting new colors: Red/Black, Pearl Orange/Black, Metallic Silver, and Graffiti
2) Exclusive, MotoGP derived Unit Pro-Link Rear Suspension
3) Dual Stage Fuel Injection System (PGM - DSFI) features two injectors per cylinder.
4) MotoGP-derived Honda Electronic Steering Damper (HESD).
5) High-revving engine redlines at 15,000 rpm.
6) MotoGP-style center-up exhaust system.
7) Radial-mount front brake calipers combined with radial actuated master cylinder.
8) 41mm Honda Multi-Action System (HMAS) inverted front fork.
9) Centrally located fuel tank increases mass centralization for a more compact frame
design.
10) Line beam headlights feature three-piece multi-reflector design.

64

KAWASAKI NINJA ZX-14

Kawasaki Ninja ZX-14 is created to do everything
right. Right from the beginning. Its aerodynamics
reminds users that Kawasaki is indeed an aircraft
maker. The Kawasaki Ninja ZX-14 is based around
Kawasaki motorcycles 1352cc four-stroke engine.

It is an advanced version of Kawasakis unique

aluminum monologue frame, lightweight and very
strong.

65

TYPES OF BUYING
BEHAVIOR

66

TYPES OF BUYING BEHAVIOR

There are four types of consumer buying behavior based on the degree of buyer
involvement in the purchase and the degree of differences among brands.
High involvement

Low involvement

Significant

Complex buying

Differences

Behavior

Variety seeking buying

behavior

Between brand
Few difference between
brand

Dissonance reducing buying Habitual buying behavior

behavior

(a) COMPLEX BUYING BEHAVIOR

Consumers go through complex buying behavior when they are involved in a purchase
and aware of significant difference existing among brands. Consumers are highly
involved ma purchase when it in expensive, risky and highly expressive.
(b) DISSONANCE - REDUCING BUYING BEHAVIOR
When the consumers are highly involved in a purchase but see little differences in the
brands. It is based on the fact that the purchase is expensive, infrequent & risky. For
example, shopping for carpet.
(c) HABITUAL BUYING BEHAVIOR
Many products are bought under conditions of low consumer involvement and absence of
significant brand differences. A good example is the purchase of salt.
(d) VARIETY-SEEKING BUYING BEHAVIOR

67

Some buying situations are characterized by low consumer involvement but significant
brand difference e.g. in purchasing cookies.

WARRANTY IS VALID

WARRANTY IS NOT VALID

For 2 Years or 30000 Kms from the Date of

For Normal Wear & Tear Components.

Purchase ( Whichever is earlier).

If Regular service by authorized Yamaha

For Normal Maintenance Operations.

dealer.
If Using Only Yamaha Genuine Parts &

For Parts Subjected to Misuse / Accident .

Lubes.
If Having Manufacturing Defect in the part.

Modification / Alteration done on the bike.

If Vehicle is in Standard Condition (Not

Service not rendered as per schedule.

Modified).
Consumable Items
68

69

RESEARCH
METHODOLOGY

70

RESEARCH METHODOLOGY
Research Methodology is a systematic way, which consists of series of actions or steps
necessary to effectively carry out research and the desired sequencing of these steps. The
marketing research is a process of involves a number of inter-related activities, which
overlap and do rigidly follow a particicular sequence. It consists of the following steps
1. For Yamaha the objective of the study
2. Designing the methods of data collection
3. Selecting the sample plan
4. Collecting the data
5. Processing and analyzing the data
6. Reporting the findings

71

RESEARCH
DESIGN

72

RESEARCH DESIGN
Research Design specifies the methods and procedures for conducting a particular study.
A Research Design is the arrangement of conditions for collection and analysis of the data
in a manner that aims to combine relevance to the research purpose with economy in
procedure. Research Design is broadly classified into three types as

Exploratory Research Design

Descriptive Research Design

Hypothesis testing Research Design

On the basis of the objective of study, the studies which are concerned with describing the
character tics of a particular individual, or of a group of individual under study comes
under Descriptive Research Design.
Descriptive Research Design: In this research design the objective of study is clearly
defined and has accurate method of measurement with a clear cut definition of population
which is to be studied.
Research problem
Two steps are involved in the research problem:

Understanding the problem

Rephrasing the problem into meaningful terms from an analytical point of

view.
The training sessions are conducted in the beginning of training in order to

make us clear about the task provided and how to handle the different situations.

PREPARING THE RESEARCH DESIGN

The research design is developed to collect the relevant information with minimum of
efforts, time and money.

Marketing Research Objectives:

73

 To undertake a prior market study before doing owns research.

To make an analysis on the basis of the results.

Type of Study: Descriptive.

Research Area: Ghaziabad & Meerut

Source of Information: Primary Data.

Data Collection Instrument: Questionnaires & Personal Interview.

Research Approach: Survey Method.

SAMPLING DESIGN
A Sample Design is a definite plan for obtaining a sample from a given population. It
refers to the techniques and the procedure adopted in selecting items for the sample. The
main constitution of the sampling design is as below1. Sampling Unit
2. Sample Size
3. Sampling Procedure
SAMPLING UNIT
A sampling framework i.e. developed for the target population that will be sampled i.e.
who is to be surveyed.

Consumers

SAMPLE SIZE
It is the substantial portion of the target population that are sampled to achieve reliable
results.
100 ------- RESPONDENT (Customer)
SAMPLING PROCEDURE
The procedure to choose the respondents to obtain a representative sample, a nonprobability sampling technique is applied for the target market.
Non-Probability Sampling
It is a purposive sampling which deliberately chooses the particular units of the universe
for constituting a sample on the basis that the small mass that they so select out of a huge
one will be typical or representative of the whole.
Judgment sampling: To select population members who are good prospects for accurate
information.
74

75

DATA COLLECTION

76

DATA COLLECTION
The data collection process is the predefined task that I have to undergo. The data
collection process starts right from the first day till the final day on the field. During the
whole period a list of different retailers scattered around whole of the South Delhi gets
visited on the regular basis. The main task is to analyze the market potential, study of the
market share of the company and analyzing the competitors strategies.
The survey process is not complete without consulting the Distributor &
Retailers. The distributors are the key nodes that make the chain moving effectively. So
the response made by them is also an essential criterion to involved and reaching for
certain decisions.
There are several ways of collecting appropriate data that differ
considerably in the context of money costs, time, and other resources at the disposal of
the researcher. The tools used for data collection are as:

77

PRIMARY DATA
The primary data are those data, which are collected afresh and for the first time. And
happen to be original in character. The primary data to be collected for the study are

Questionnaire A set of questionnaire is prepared for the cause of

collecting different information related to the pre-determined objectives.
The questionnaire prepared is in two forms & targeted towards the doctors
and chemists differently. The format of questionnaire is structured and
non-disguised.

Direct Personal Interview Under this method of collecting data there is

face-to-face context with the person from whom the information is
obtained. The data collected are from the respective selected doctors and
chemists visited regularly. The pattern used is Structured and Indirect
Interview.

SECONDARY DATA
Secondary data means data that are already available i.e., they refer the data,
which have already been collected and analyzed by someone else. When the researcher
utilizes secondary data, then he has to look into various sources from where he can obtain
them, IN this case he is certainly not confronted with the problems that are usually
associated with the collection of original data. Secondary data may either be published
data or unpublished data. Usually published data are available in:

Various publications of the central, state and local governments;

Various publications of foreign government or of international bodies and their

subsidiary organization;

Technical and trade journals:

Books, magazines and newspapers;

Reports and publications of various associations connected with business and

industry, banks, stock, exchanges etc.;

78

Reports prepared by research scholars, universities, economists etc. In different

fields, and

Public records and statistics, historical documents, and other sources of published
information. The sources of unpublished data are many; they may be found in
diaries, letters, unpublished biographies and autobiographies and also may be
available with scholars and research workers, trade associations, labor bureaus and
other public/private individuals and organizations.

79

ANALYSIS OF DATA
On the basis of the project carried out & questionnaires filled we have following
conclusion on each question.

Table 1 Which brand of Bikes do respondents have?

Brands

No of respondents
( owners)

BAJAJ

30

Kawasaki

10

YAMAHA

20

TVS

20

Honda

20

Total

100

30%

10%

20%
20%
20%

Bajaj

Kawasaki

Yamaha

80

TVS

Honda

Table 2

Which factor influence you most in making BIKESs purchase decision?

Factors

No. of
Respondents

TV Ads

57

Salesmen

20

Newspapers

13

Radio

Others

Total

100

81

13%

8%

2%

57%

20%

TV AdsSalesmanNewspaper Radio Others

82

Table 3

HAVE YOU EVER CHANGED YOUR BRAND?

Response

NO of
respondent

Yes

78

No

22

Total

100

83

Table - 4

If someone takes advice from you for purchasing a BIKE, which brand
you would recommend?

Response

No. Of
respondents

Same brand

40

Other brand

35

No say

25

Total

100

84

table 5

Do You Think That Guarantee And Warrantee Play Some Role In

Purchasing Brand?

Response

No. Of
respondents

Yes

85

No

15

Total

100

15%

85%

Yes No

85

Table 6

What Is Your Profession?

Respondent category

No. of
respondents

Students

35

Doctors

13

Businessmen

10

Teachers

Servicemen

18

Others

17

Total

100

I preferred Hero Honda Splendor+ than other bike?

80

71

66

70
60
50

33

40
30

14

20
10
0
Maintenance
cost

Looks

Physical efforts Fuel economy

86

ANALYSIS OF CUSTOMER SURVERY

AWARENESS ABOUT
NAME OF AREA
YAMAHA IN %
DEFENCE COLONY
JAGRITI VIHAR
SHASTRI NAGAR
SHRADHAPURI
PANDAV NAGAR
GHAZIABAD & NCR CANTT.

Which other bikes would you prefer to buy?

87

84%
63%
55%
54%
48%
71%

AWARENESS ABOUT YAMAHA IN %

71%

84%

48%

63%

54%
DEFENCE COLONY JAGRITI VIHAR
SHRADHAPURI

PANDAV NAGAR

88

55%
SHASTRI NAGAR
MEERUT CANTT.

AGE GROUP

36 Above
10%

18-20
9%

21-25
33%

31-35
37%
26-30
11%

INCOME GROUP (PER ANNUM IN THOUSAND)

150-175
11%

175 above
4%

75-100
17%

125-150
11%

100-125
57%

The bike Companies that comes in your mind.

89

Things that you looked while purchasing a bike?

80
70

68

71

75

69

60
50

32

33

40
30
20
10

Low price

Least physical
effects

Reliability
(less chances
of
breakdow n)

Low
m aintenance
cost

Looks

Fuel efficiency

In what terms do you like your current Yamaha bike?

80

75

72

71

70
60

51

50
40

26

30

31

20
10
0

90
Looks

Fuel
econom y

Low
maintance
cost

Reliability

Least
physical
effort bike

High price

91

The views and attitude of the customer is the most vital element assessing the overall
effect and advertisement cast upon the target market and finally through word-of-mouth
results in the desired objective of an advertisement being fulfilled i.e. purchase of the
product by the target customer.

Therefore, the more the company is heard of through its advertisement the more is the
recall-value, which is the ultimate parameter to assess the effectiveness.
The respondents in the survey were very quite well informed about the company .Even a
major share of the rural population were familiar with the name of the company and its
logo, as an increasing proportion of the rural and semi-rural population have come to trust
in the companys product for their quality and before this even price seems to be and
avoidable consideration.
Out of the sample of 100 respondent from 6 towns, a strikingly higher proportion i.e. 93%
have heard of the YAMAHA This shows that the name and goodwill of the company is
being given an ear to and the name is speaking of itself. Among the various towns, the
highest percentage is 95 for A-class locality Ghaziabad & NCR. And 95 for B-class
locality in addition, the advertisements are attractive enough to have been seen by 92 %
of the sample. Again, among locality-wise breakup the highest percentage for
advertisement being seen is grabbed by Defense colony and Ghaziabad & NCR with 84%
and 71% respectively.
Out of the total sample, 37% respondents have already used/ are using the products of
YAMAHA A class locality, Defence /colony has highest number of the users (64%) and
lowest for Rajnagar (25%).the user breakup for the various products shows that maximum
respondents have used BIKES and lowest number of users is for MWO.
To measure the effectiveness of advertisements., the response for the various question that
are included are about the recall of the advertisement, slogan and the logo, the percentage
of the respondents.
Who think or ever thought of buying the products of YAMAHA after viewing the
advertisement, was also analyzed.
92

This lead to the assessment of the effect and advertisement have over the customer and
finally achievement of the objective of positive altering the purchase behavior. This
shows that advertisements are attractive and impressing enough to have generated the
feeling of buying the product and least once, in the minds of 76% of the respondents.
When enquired about the media, upon analysis it was found that TV seems to be the best
choice with 93%, followed by nearly the same voting for Print and banner/ Hoarding
{65% and 25% respectively}.
Analysis shows that the advertisement recall is 44%.
In addition, Logo recall is 72% that proves that the YAMAHA logo is attractive and
which, casts and everlasting impression Ghaziabad & NCR showed 100% logo recall.
In contrast, the poorest is the slogan recall with barely13% .the heist slogan recall is for
Ghaziabad & NCR with 25%
When asked about the wish to buy products of any brand other than YAMAHA ,the
analysis shows that the highest preference went to BAJAJ with31% and it leaves for
behind the second highest percentage for Samsung with 29% and others.

93

CONCLUSION
The conclusion drawn are totally dependent on the response of the respondents as they
have been analyzed

1. According to our analysis in BIKES nearly 31.2% of the respondents owned

YAMAHA BIKESs. Kawasaki seems not too far from YAMAHA, it has 23.6%
share among respondents TVS & Honda have 10% & 9.6% respectively.

2. To find out the most influencing medium, we consider many media. After analysis
we conclude that T.V. is the most influencing medium. There are many other
sources except T.V. which influence the consumer in making purchase decision.
Other source may by through friends, own vision, family members etc.

3. The introduction of a new brand, by itself do not lead the customer to change the
brand but it may

4. We include that 66% of the total respondents advice the other person to purchase
the same brand what they have purchased.

94

5. Before this study we assumed that guarantee / warrantee play a very important
role in making purchase decision but analyze in the table no. 5 conclude 66% of
the total respondents were influenced by the guarantee / warrantee.

6. It concludes that distributors have much influence on the consumer in making

purchase decision.

7. Respondents of low income (less than Rs. 5000) are either satisfied or partially
satisfied with their brand after sales services.

8. Major part of the respondents (whose income is less than l 5000) believed in the
guarantee / warrantee facility and purchased the BIKESs on such scheme.

9. The respondents whose income are between Rs. 5001 & Rs. 10000 purchase the
BIKESs at reasonable price or high price. Very few respondents purchase the
brand of low price.

95

SUGGESTIONS
&
RECOMMENDATION

96

SUGGESTIONS & RECOMMENDATION

The suggestions made as per the study and observations of the survey. The scope of the
study is a however limited.

1. Focus to be shifted towards major fraction of Indian society;-The company

should strive to engross itself deeper into the lives of the major fraction of the
Indian society. i.e. the rural and the semi-urban population.

2.

Choose effective Media T.V. advertisement is the most influencing medium.

So the unpopular brand manufacturer should adopt this to advertisement in the
market. Other than T.V. medium, other media such as friends, family member
have weighted influence in making purchase decision. So here word-of-mouth
communication plays a very important role. So the marketer should try to present
message to the audience so that they can perceived as what they were advertising.

3. Proper Customer relationship During the analysis we find that 33% of total
respondents advice to purchase other brand when they were asked to give advised
in purchasing the BIKESs. So the marketers should persuade them to make
positive attitude. Marketers should contact directly

97

4. Brand promotion If we see overall analysis, guarantee and warrantee play

some important role in making purchase decision. Marketers of all brand should
provide such type promotion. They feel some fear about the existence before
purchasing the brand. This type of fear can be abolished by such type promotional
facilities.

5. Identify decision influencer Distributor is the most important influencer in

making purchase decision, distributor should not exaggerate about the brand.

6. Strong R&D power Company should have R&D department to search the new
development in the feature, quality, price level, etc. so that the consumer can not
turn to new product.

7. Post Purchase Behavior Manufacturer should watch continuously the

consumers post purchase action what they are advising to the other people.

8. Scheme awareness Company have to provide all details related to promotion,

company scheme and discount.

9. Exclusive Demo company have to ensure dealer and sales personal are more
willing and ready to provide demonstration improve sound output / volume.

98

10. New Products Ensure that the company is innovative and introduces new
products to meet new customers needs.

11. Sound Communication Makes sure the sales staff shows better ability to
listen, understand and answer query.

Limitations :

Any Yamaha Motorcycle on which all free, bonus and paid service as given in the
Owners hand book given with the motorcycle by IYM and service as per Yamaha
Protection Plus booklet have not been carried out through Authorized Dealer/
Yamaha Point.

Warranty shall not apply to any other parts other than mentioned in part coverage

Parts of the vehicle that have been subjected to Misuse, Accident & Negligence.

Treatment or which have been used in conjunction with parts and equipment not
manufacture or recommended for use by IYM if in the sole judgment of IYM such
use prematurely affects the performance and reliability of the vehicle.

99

Parts of the vehicle that have been altered or modified or replaced in unauthorized
manner, and which in the sole judgment of IYM affects its performance and
reliability.

The vehicle that has not been serviced by IYM authorized dealer/Yamaha Point as
per the service schedule or which have not been operated or maintained in
accordance with instruction mentioned in the Protection Plus Booklet

The vehicle used for a competition or race and /or for attempting to setup any kind
of record.

Any natural wear and tear including without limitation ageing etc.

Insignificant defects, which do not affect the functioning of the motorcycle and it's
road worthiness.

Any repair or replacement required as a result of accident of collision damage.

In case of an accident if parts covered under this protection plus are damaged the
same will not be replaced under this protection plus.

100

APPENDICES

101

BIBLIOGRAPHY

Marketing Research (Author- G C Beri)

(Publish by Tata McGraw Hill Publishing Co. LTD., New Delhi)
Third Edition (2002)

Marketing Management (Author- Rajan Sexana)

(Publish by Tata McGraw Hill Publishing Co. LTD, New Delhi)
Second Edition (2001)

Marketing Management (Author- R S Sexana)

(Publish by Himalaya Publication, New Delhi)
Ninth Edition (2000)

Marketing Management (Author- Philip Kotler)

(Publish by Pren Tice-hall of India PVT. LTD., New Delhi)
Ninth Edition (2002)

Research Methodology (Author- Bhandrai)

Print 2004, second edition

WEB SITE:

www.Yamahaindia.com

www.yamahabike.com

www.google.com

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QUESTIONNAIRE

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QUESTIONNAIRE

1. Which brand of BIKESs do you have?

(i) BAJAJ

(ii) Honda

(iii) Kawasaki

(iv) TVS

(v) YAMAHA

2. Which factor influence you most in making BIKESs purchase decision?

(i)

TV advertisement

(ii)

Salesman

(iii)

Newspaper

(iv)

Radio

(v)

Other

3. Have you ever changed you brand?

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(i)

Yes

(ii)

No

4. If someone takes advises from you purchasing a BIKESs, which brand you would
recommend?

(i) Same brand that you have purchased

(ii) Other brand that you have not purchased

(iii) No comment

5. Do you think that guarantee and warrantee play some role in purchasing you brand?

(i)

Yes

(ii)

No

6. What is your profession?

(i)

Student

(ii

Doctor

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(iii

Businessman

(iv)

Serviceman

(v)

Others

7. Which Company bike would you like to buy?

(i)

TVS

(ii)

Others

(iii) Yamaha

(iv)

Bajaj

8. What is your age?

(i) 18-20

(ii) 21-25

(iii) 26-30

(iv) 31-35

(v) 36 and above

9. In which range of income per month you lie?

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(i) Below Rs. 5000

(ii) Between Rs. 5001 and Rs. 10,000

(iii) Between Rs. 10,001 and Rs. 20,000

(iv) Above Rs. 20,000

10. In what terms do you like your Yamaha bike?

(i) Looks

(ii) Fuel economy

(iii) Low maintenance

(iv) Reliability

(v) Price

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