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RESEARCH REPORT
ON
CONSUMER BEHAVIOUR
IN TWO WHEELERS INDUSTRIES
WITH SPECIAL REF. TO
2011-13
SUBMITTED FOR REQUIREMENT OF
MASTER OF BUSINESS ADMINISTRATION
SUBMITTED TO
DR.HARI PRAKASH
(DIRECTOR SIR)
SUBMITTED BY
ZIAUDDIN KHAN
MBA (4TH sem)
Roll No. 1127270118
DECLARATION
CERTIFICATE
This is to certify that the SUMMER TRAINNING Project
Report entitled CONSUMER BEHAVIOUR IN TWO WHEELERS
INDUSTRIES being submitted by ZIAUDDIN KHAN for
fulfillment of the requirement of Mahamaya Technical
University is a record of an independent work done by his
under my guidance and supervision.
Guide
Mr.Shiv ranjan
DECLARATION
Place:
Date:
(ZIAUDDIN KHAN)
ACKNOWLEDGEMENT
I, Ziauddin Khan, hereby declare that this report is prepared on the basis of
Primary Research Work conducted by me on CONSUMER
piece of my work and no part of this report has been submitted to any
other Institute or University prior to the submission to Mahamaya Technical
University, Noida.
In order to complete this study I have received guidance and supports from
several persons and institutions. I owe enormous intellectual debt towards my
guide Mr. Shiv Ranjan Sir who has augmented my knowledge in the field of,
helping me learn about the process and giving me valuable insight into the
subject.
I am obliged to him for being extremely patient, giving me sufficient time for
discussions and guidance at all stages through the course of this training. My
increased spectrum of knowledge in this field is the result of his constant
supervision and direction that has helped me to absorb relevant and high
quality information.
Last but not the least, I feel indebted to all those persons and organizations
which have provided information and helped me directly or indirectly in
successful completion of this study.
ZIAUDDIN KHAN
AT A GLANCE
TABLE OF CONTENTS
Chapter.-1.
INTRODUCTION
Chapter.-2.
Chapter.-3.
CORPORATE INTRODUCTION
- Company profile
- Industry profile
- Products of Yamaha
- SWOT checklist
Chapter.-4.
RESEARCH METHODOLOGY
- Research problem and objective
- Research process
- Research design
- Scope of study
Chapter.-5.
Chapter -6
Chapter.-7.
Chapter.-8.
Chapter-9.
Chapter.-10.
PROBLEM IDENTIFICATION
Chapter.-11.
CONCLUSION
Chapter.-12.
SUGGESTIONS
Chapter -13.
LIMITATIONS
Chapter -14.
BIBLIOGRAPHY
AND
ITS
EXECUTIVE SUMMARY
OBJECTIVE :
RESEARCH METHODOLOGY :
The research had to be conducted through a survey based on questionnaires
Sample size
200.
Brands covered
Hero honda
Bajaj
Honda
Tvs
Suzuki
Yamaha
Target Area
New Delhi
Noida
Greater Noida
Sampling used
simple random.
Scaling used
5 point likert scale .
DATA ANALYSIS :
Analysis was done on the basis of 22 parameters. Bar charts were developed on
these parameters which compare different brands in the 2 wheeler industry.with the
help of these charts. yamahas position in the market is found and analysed .
SUGGESTIONS :
Introduction of new brands.this may turn the market oligopolistic but will
definitely increase the market share.
Looks and style should not be over stressed as compared to quality and mileage.
Yamahas R & D facilities should coordinate with the marketing wing to give
customers what they want.
Secondary research shows that yamaha has a good brand awareness. But when it
comes to real market , it is an illusion.
Indian customers generally do not use bike for fashion but as a necessity so
mileage should be a concern.
CHAPTER 1
INTRODUCTION
INTRODUCTION
Research means detailed study of a problem. Here, the details of the marketing
problem are collected and studied, conclusions are drawn and suggestions are made to solve
the problem quickly, correctly and systematically. In MR, specific marketing problem is
studied in depth by collecting and analyzing all relevant information and solution are
suggested to solve the problem which may be related to consumers, product, market
competition, sales promotion and so on.
In brief, MR facilitates accurate marketing decisions for consumer satisfaction on the one
hand and sales promotion on the other hand. It is rightly treated as the soul of modern
marketing management. MR suggests possible solution on marketing problem to marketing
manager for his consideration and final selection. It is rightly said that the beginning and end
of marketing management is marketing research. It is primarily used to provide information
needed to guide marketing decision, market mix. It acts as a support system to marketing
management.
Growth and complexity of markets :- Markets are no more local in character. They are
now national and even global in character. The marketing activity is becoming increasingly
complex and broader in scope as more firms operate in domestic and global markets.
Manufactures find it difficult to establish close contact with all markets and consumers
directly. Similarly, they have no control on the marketing system once the goods are sold out
to middlemen. This situation creates new problem before the manufacturers which can be
faced effectively through MR as it acts as a feed-back mechanism to ascertain first hand
information, reaction, etc. of consumers and middleman. Marketing activities can be adjusted
accordingly.
2)
Wide gap between producers and consumers:- marketing research is needed as there is
a wide gap between producers and consumers in the present marketing system. Due to mass
scale production and distribution, direct contact between producers and consumers. Producers
do not get dependable information as regards needs, expectation and reactions of consumers,
they are unable to adjust their products, packaging, prices, etc. as per the needs of consumers.
The problem created due to information gap can be solved only through MR as it possible to
establish contact with consumers and collect first hand information about their needs,
expectation, likes, dislikes, preferences and special features of their behaviour. Thus, MR is
needed for removing the wide communication gap between producers and consumers.
3)
many changes are taking place in the composition of population. There is a shift of population
from rural to urban areas. There have been considerable changes in the consumption and
expenditure patterns of consumers in India. The incomes of the people, in general, are rising.
This brings corresponding increase in their purchasing capacity and buying needs and habits.
The demand for consumer durables is fast increasing. The market are now flooded with
consumer durables like TV sets and so on. Manufacturers are expected to know such
qualitative and quantitative changes in the consumer preferences and their consumption
pattern. For achieving this objective, MR activities are necessary and useful. In brief, MR is
needed for the study of changes in the pattern of consumption and corresponding adjustment
in the marketing planning, policies strategies.
4)
modern marketing system. They are now well informed about market trends, goods available,
consumer rights and protection available to them through consumer protection acts, the
growth of consumerism has created new challenges before manufacturers and traders. Even
growing customer expectations create situation when manufacturers have to understand such
expectations and adjust the production policies accordingly. Indifference towards consumer
expectations may lead to loss of business. In the present marketing system, consumers cannot
be taken for granted. Marketing research particularly consumer research gives valuable data
relating to consumers. It is possible to use such data fruitfully while framing marketing
policies. Thus, marketing decisions can be made pro consumer through marketing research
activities.
5)
unavoidable in the present marketing field. Such competition may be due to various factors
such as price, quality, and packaging, advertising and sales promotion techniques. Entry of
new competitors creates new problems in the marketing of goods and services. In addition,
market competition is no more restricted to price factor alone. There are other non-price
factors such as packaging, branding, after-sales and advertising which create severe market
competition. Every producer has to find out the extent of such non-price competition and the
manner in which he can face it with confidence. MR is needed as it offers guidance in this
regards. A manufacturer can face market competition even by using certain non-price factors.
The shifting of competition from price to non-price factors has made marketing of consumer
goods more complicated and challenging. This challenge can be faced with confidence by
using certain measures through marketing research.
6)
to take quick and correct decision. Companies have to develop and market new products more
quickly than ever before. However, such decision is always difficult. Moreover, wrong
decisions may bring loss to the organisation. For correct decision making, marketing
executive need reliable data and up to date market information. Here, MR comes to the rescue
of marketing manager. Problems in marketing are located, defined, analysed and solved
through MR techniques. This suggests its need as a tool for decision making. MR is needed as
a tool for reasonably accurate decision making in the present highly competitive market
system.
CHAPTER 2
CRITICAL REVIEW OF LITERATURE
LITERATURE REVIEW
research tends to favor the view that that there are distinct types, and we need to
isolate them according to some parameter and label them.
Customer satisfaction as the key element for success in business is a major concern
for any industry. In this paper I have tried to propose a how customer satisfaction
level can affect the performance of an organization.
Customer satisfaction, a business term, is a measure of how products and services
supplied by a company meet or surpass customer expectation. It is seen as a key
performance indicator within business and is part of the four perspectives of a
Balanced Scorecard. In a competitive marketplace where businesses compete for
customers, customer satisfaction is seen as a key differentiator and increasingly has
become a key element of business strategy.
There is a substantial body of empirical literature that establishes the benefits of
customer satisfaction for firms.
Measuring customer satisfaction
Organizations are increasingly interested in retaining existing customers while
targeting non-customers; measuring customer satisfaction provides an indication of
how successful the organization is at providing products and/or services to the
marketplace.
Yamahas objective
It produces bikes that have speed and power irrespective of the
mileage.
Customers age
22-25 years.
Profession
Students and young executives
Prime focus
Style
Performance
Value of money
Based on earlier research done Hero Honda, Bajaj Auto and Enfield motorcycles have
come out tops in the customer satisfaction ratings in the 2007 TNS Motorcycle Total
Customer Satisfaction Study conducted by TNS Automotive.
The study says that newly launched motorcycles including the Splendor NXG and
CBZ Extreme from Hero Honda, Discover 135 from Bajaj Auto and Bullet 350 from
Enfield have been ranked highest in their respective segments.
The study was conducted by compiling responses of more than 7,000 new motorcycle
buyers as regards the performance of more than 50 models across parameters like sales
satisfaction, product quality, motorcycle performance and design, after-sales service,
brand image, and cost-of-ownership.
The index score provides a measure of satisfaction and loyalty that a given model or
brand enjoys among its customers.
The study also found that the expectation of the buyer of standard motorcycles (entry
level bikes) has gone up from the previous level, now the buyer also expects similar
attention and commitment as the buyer of higher value bikes.
For the upper executive segment latest technology and style have gained importance.
Explanation of feature and benefit gained in terms of stated importance while
Salesperson knowledge impacts largely on retention.
Premium segment buyers are at the center of focus for all of the manufacturers that
have educated the customer and empowered him to buy consciously after comparing
all the options, now he expects manufacturers to give him the best technology, he
questions salesperson and look for the best financing options available and demands
quick service.
For future purchases the preference for motorcycles with high engine capacity (150cc
and above) is seen in all four regions of the country however it is almost 70% in south
closely followed by west. Across the country, close to 24% of current motorcycle
owners intend to upgrade to a four-wheeler as their next vehicle. The propensity to
upgrade to a car is higher in the north as compared to other parts of the country.
CHAPTER 3
CORPORATE INTRODUCTION
COMPANY PROFILE
The company pioneered the volume bike segment with the launch of its 100 cc 2stroke 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), and YZFR15 (150cc).
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 multi-cultural team built on trust,
respect, understanding & mutual co-operation. 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.
Manufacturing Process:
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 "Environment-friendly 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 Generations to come.
Corporate Philosophy:
For society, for the world
Yamaha works to realize
Our corporate mission of realizing Kando
Yamaha Motor is a company that has worked ever since its founding to build products
defined by the concepts of high-quality and high-performance and light weight and
compactness as we have continued to develop new technologies in the areas of small
engine technology and FRP processing technology as well as control and component
technologies.
It can also be said that our corporate history has taken a path where people are the
fundamental element and our product creation and other corporate activities have
always been aimed at touching peoples hearts. Our goal has always been to provide
products that empower each and every customer and make their lives more fulfilling
by offering greater speed, greater mobility and greater potential.
Said in another way, our aim is to bring people greater joy, happiness and create
Kando*
in
their
lives.
As a company that makes the world its field and offers products for the land, the water,
the snowfields and the sky, Yamaha Motor strives to be a company that offers new
excitement and a more fulfilling life for people all over the world and to use our
ingenuity and passion to realize peoples dreams and always be the ones they look to
for the next Kando.
Hierarchical Structure
Top Management
Senior Management
Chief Manager
Manager
Assistant Manager
Middle Management
Senior Superintendent
Senior Officer
Officer
Assistant Officer
Operational Staff
Industry profile
The Indian automotive industry consists of five segments: commercial vehicles; multiutility vehicles & passenger cars; two-wheelers; three-wheelers; and tractors. With
5,822,963 units sold in the domestic market and 453,591 units exported during the first
nine months of FY2005 (9MFY2005), the industry (excluding tractors) marked a
growth of 17% over the corresponding previous. The two-wheeler sales have
witnessed a spectacular growth trend since the mid nineties.
Two-wheelers: Market Size & Growth
In terms of volume, 4,613,436 units of two-wheelers were sold in the country in
9MFY2007 with 256,765 units exported. The total two-wheeler sales of the Indian
industry accounted for around 77.5% of the total vehicles sold in the period
mentioned.
Demand Drivers:
The demand for two-wheelers has been influenced by a number of factors over the past
five years. The key demand drivers for the growth of the two-wheeler industry are as
follows:
While the demand drivers listed here operate at the broad level, segmental demand is
influenced by segment-specific factors.
YAMAHA PRODUCTS
Yamaha Motor Company Limited - a Japanese motorized vehicleproducing company (whose HQ is at 2500 Shingai, Iwata, Shizuoka), is part
of the Yamaha Corporation. After expanding Yamaha Corporation into the
world's biggest piano maker, then Yamaha CEO Genichi Kawakami took
Yamaha into the field of motorized vehicles on July 1, 1955. The company's
intensive research into metal alloys for use in acoustic pianos had given
Yamaha wide knowledge of the making of lightweight, yet sturdy and
reliable metal constructions. This knowledge was easily applied to the
making of metal frames and motor parts for motorcycles. Yamaha Motor is
the world's second largest producer of motorcycles (after Honda). It also
produces many other motorized vehicles such as all-terrain vehicles, boats,
snowmobiles, outboard motors, and personal watercraft.
The Yamaha corporate logo is comprised of three tuning forks placed on top
of each other in a triangular pattern.
In 2000, Toyota and Yamaha Corporation made a capital alliance where
Toyota paid Yamaha Corporation 10.5 billion yen for a 5 per cent share in
Yamaha Motor Company while Yamaha and Yamaha Motor each bought
500,000 shares of Toyota stock in return.
RACING HERITAGE
Yamaha has a long racing heritage where it has had its machines and team
win many different competitions in many different areas, for example both
road and off road racing, also Yamaha has had great success with riders such
as Bob Hannah, Heikki Mikkola, Kenny Roberts, Chad Reed, Jeremy
McGrath, Stefan Merriman, Wayne Rainey, and the latest, Valentino Rossi.
Yamaha is known to those who are older in age as the designer of the
modern motocross bike, as they were the first to build a production monoshock motocross bike (1975 for 250 and 400, 1976 for 125) and one of the
first to have a water-cooled motocross production bike (1981, but 1977 in
works bikes).
Since 1962 ,Yamaha produced production road racing grand prix
motorcycles that any licensed road racer could purchase. In 1970, Nonfactory "privateer" teams dominated the 250cc World Championship with
Great Britains Rodney Gould winning the title on a Yamaha TD2.
MOTORCYCLE MODELS
Yamaha has made an extensive number of two- and four-stroke scooters, onroad and off-road motorcycles. The Yamaha XS 650, introduced in 1970,
was such an overwhelming success that it crippled the British monopoly of
vertical twin motorcycles.
ELECTRICAL VEHICLES
MOTORCYCLES
Yamaha Alba
Yamaha Frog
Yamaha Libero
Yamaha Gladiator
Yamaha Mest
Yamaha Eccy
Yamaha Passol
Yamaha EC-02
Yamaha Passol-L
Yamaha Yz85
Yamaha V-Star
Yamaha YZF-R1
Yamaha FZ1
MOPEDS
Yamaha Jog
Yamaha Jog R
Yamaha Neo's
Yamaha BW'S
Yamaha Morphous
Yamaha Lagend
Yamaha DT50
Yamaha TZR
Yamaha QT50
GOLF CARTS
Yamaha
Yamaha Drive
PERSONAL WATERCRAFT
WaveRunner
WHEELCHAIRS
JW Active
JW-IB
JWX-1
JW-II
JW-I
G1
Wetard chair 85
ALL-TERRAIN VEHICLES
YFZ450
Blaster 200
Banshee 350
Warrior 350
Bruin 350
Tri-Z 250
SNOWMOBILES
Yamaha has recently claimed a 100% four-stroke snowmobile line-up,
making them the only snowmobile manufacturer to do so. In Canada though,
there are still three models that Yamaha manufactures that are still 2 stroke.
They are the Bravo, VK 540 and the Venture XL. Yamaha had introduced
four-strokes to their line-up in 2003 and the line-up became four-stroke
based for model year 2005. Many say that Yamaha has proven snowmobiles
can be clean, efficient, and reliable all while maintaining strong
CURRENT LINE-UP
Bravo
Apex
Attack
Nytro
FX Nytro
RS Rage
RS Vector
RS Venture
VK Professional
Bravo
coRy
Enticer
Exciter
Mountain Max
RX-1
SnoScoot
Sno Sport
SRV 540
SRX
SRX 440
SX R
SX Viper/Venom
Venture
VK 540
VMAX
VMAX SX
Vmax
Vmax-4
SNOWBLOWERS
YT-600E
YT-600ED
YT-660EDJ
YS-870
YS-870J
YS-1070
YT-1080ED
YT-1080EX
YT-1290EX
YT-1290EXR
YS-1390A
YS-1390AR
YAMAHA-R15
REMOTE-CONTROLLED HELICOPTERS
Yamaha R-50
Yamaha R-MAX
OUTBOARD MOTORS
4 stroke series
2 stroke V6
Full list
KART ENGINES
KT SERIES 2 STROKE
KT100SD
KT100SC
KT100SEC
KT100SP
KT100J
KT100AX
KT100A2
OTHER VEHICLES
Yamaha has also built engines for other manufacturers' vehicles, most
notably the V-6 and V-8 engine for the Ford Taurus SHO. The Volvo XC90
uses a larger version of the same Yamaha V-8 engine. They also built
Formula One racing engines from the late 1980s to the mid 1990s, with little
on track success. In 1991, Yamaha developed its F1 engined supercar called
the OX99-11 where two drivers sit in tandem in front of the engine, but the
project was canned due to the world recession and lack of interest.
Yamaha also tunes engines for other manufacturers, Toyota being one of
them. Yamaha logos are, for instance, found on the Toyota S engines. As
well as the 2ZZ-GE utilized by Toyota, Pontiac, and Lotus.
Yamaha developed a prototype for a two-seater sports car with help of
Albrecht Goertz. While the Yamaha/Nissan partnership never progressed
beyond the prototype stage, Toyota took up the design and released the
Toyota 2000GT.
Yamaha is also one of the big 4 companies in the Personal water craft
market.
WATER PURIFIER
ALKALION PURIFIER
OH-A21N
PURIFIER
OH-U20-SA2
OH-U20-SB1
OH-U30-HS
OH-U30-KA4
OH-U30-SB3
OH-U40-KA2
OH-U40-SB1
BUSINESS MACHINES
Robot
Surface mounter
Pool
CNC machine
Golf car
o G31E
o G31AL
Engine
o MT series (2 stroke)
MT 110
MT 110 VLS
MZ series (4 stroke)
MZ 125
MZ 175
MZ 250
MZ 300
MZ 360
Underground oil tank
o My Tank
Oil separator
o Pattol series
Food additive
o M series
o SH series
o 3HP multi
o Living mate
o YCJ series
MARKET CHARACTERISTICS
DEMAND
The three main product segments in the two-wheeler category are scooters,
motorcycles and mopeds. However, in response to evolving demographics and various
other factors, other sub segments emerged, viz. scooterettes, gearless scooters, and 4stroke scooters. While the first two emerged as a response to demographic changes, the
introduction of 4-stroke scooters has followed the imposition of stringent pollution
control norms in the early 2000. Besides, these prominent sub-segments, product
groups within these sub-segments have gained importance in the recent years.
Examples include 125cc motorcycles, 100-125 cc gearless scooters, etc. The
characteristics of each of the three broad segments are discussed in Table 1.
Motorcycle
Moped
Price*(Rs. as
in January
2008)
> 22,000
> 30,000
> 12,000
Stroke
2-stroke, 4stroke
Mainly 4-stroke
2-stroke
Engine
Capacity (cc)
90-150
50, 60
Ignition
Kick/Electronic
Kick/Electronic
Kick/Electronic
Engine Power
(bhp)
6.5-9
2-3
Weight (kg)
90-100
> 100
60-70
Fuel
50-75
50-80+
70-80
Efficiency
(km per litre)
Load
Carrying
High
Highest
Low
The Indian two-wheeler industry has undergone a significant change over the past 10
years with the preference changing from scooters and mopeds to motorcycles. The
scooters segment was the largest till FY1998, accounting for around 42% of the twowheeler sales (motorcycles and mopeds accounted for 37% and 21 % of the market
respectively, that year). However, the motorcycles segment that had witnessed high
growth (since FY1994) became larger than the scooter segment in terms of market
share for the first time in FY1999. Between FY1996 and 9MFY2007, the motorcycles
segment more than doubled its share of the two-wheeler industry to 79% even as the
market shares of scooters and mopeds stood lower at 16% and 5%, respectively.
Over the past 10-15 years the demographic profile of the typical two-wheeler customer
has changed. The customer is likely to be salaried and in the first job. With a younger
audience, the attributes that are sought of a two-wheeler have also changed. Following
the opening up of the economy and the increasing exposure levels of this new target
audience, power and styling are now as important as comfort and utility.
The marketing pitch of scooters has typically emphasized reliability, price, comfort
and utility across various applications. Motorcycles, on the other hand, have been
traditionally positioned as vehicles of power and style, which are rugged and more
durable. These features have now been complemented by the availability of new
designs and technological innovations. Moreover, higher mileage offered by the
executive and entry-level models has also attracted interest of two-wheeler customer.
Given this market positioning of scooters and motorcycles, it is not surprising that the
new set of customers has preferred motorcycles to scooters. With better ground
clearance, larger wheels and better suspension offered by motorcycles, they are well
positioned to capture the rising demand in rural areas where these characteristics
matter most.
Scooters are perceived to be family vehicles, which offer more functional value such
as broader seat, bigger storage space and easier ride. However, with the second-hand
car market developing, a preference for used cars to new two-wheelers among vehicle
buyers cannot be ruled out. Nevertheless, the past few years have witnessed a shift in
preference towards gearless scooters (that are popular among women) within the
scooters segment. Motorcycles offer higher fuel efficiency, greater acceleration and
more environment-friendliness. Given the declining difference in prices of scooters
and motorcycles in the past few years, the preference has shifted towards motorcycles.
Besides a change in demographic profile, technology and reduction in the price
difference between motorcycles and scooters, another factor that has weighed in
favour of motorcycles is the high re-sale value they offer. Thus, the customer is willing
to pay an up-front premium while purchasing a motorcycle in exchange for lower
maintenance and a relatively higher resale value.
Manufacturers
Although the three players have dominated the market for a relative long period of
time, their individual market shares have undergone a major change. Bajaj Auto was
the undisputed market leader till FY2000, accounting for 32% of the two-wheeler
industry volumes in the country that year. Bajaj Auto dominance arose from its
complete hold over the scooter market. However, as the demand started shifting
towards motorcycles, the company witnessed a gradual erosion of its market share.
HHML, which had concentrated on the motorcycle segment, was the main beneficiary,
and almost doubled its market share from 20% in FY2000 to 50% in FY2007 to
emerge as the market leader. TVS, on the other hand, witnessed an overall decline in
market share from 22% in FY2000 to 17% FY2007. The share of TVS in industry
sales fluctuated on a year on year basis till FY2003 as it changed its product mix but
has declined since then.
Technology
Hitherto, technology transfer to the Indian two-wheeler industry took place mainly
through: licensing and technical collaboration (as in the case of Bajaj Auto and LML);
and joint ventures (HHML).
A third form - that is, the 100% owned subsidiary route - found favor in the early
2000s. A case in point is HMSI, a 100% subsidiary of Honda, Japan. Table 2 details
the alliances of some major two-wheeler manufacturers in India.
Besides the below mentioned technology alliances, Suzuki Motor Corporation has also
followed the strategy of joint ventures (SMC reportedly acquired equity stake in
Integra Overseas Limited for manufacturing and marketing Suzuki motorcycles in
India).
Company
Product
Technological tieup
Kawasaki Heavy
Industries Ltd, Japan
Motorcycle
s
Technological tieup
Twowheelers
Technological tieup
Diesel
Engines
HHML
Joint Venture
Motorcycle
s
KEL
Technological tieup
Motorcycle
s
KEL
Tie up for
manufacturing
and distribution
Italjet, Italy
Scooters
LML
Technological tieup
Motorcycle
s
Hero
Motors
Technological tieup
Aprilia of Italy
Scooters
Bajaj
Auto
With the two-wheeler market, especially the motorcycle market, becoming extremely
competitive and the life cycle of products getting shorter, the ability to offer new
models to meet fast changing customer preferences has become imperative. In this
context, the ability to deliver newer products calls for sound technological backing and
this has become one of the critical differentiating factors among companies in the
domestic market. Thus, the players have increased their focus on research and
development with some having indigenously developed new models as well as
improved technologies to cater to the domestic market. Further, with exports being one
of the thrust areas for some Indian two-wheeler companies, the Indian original
equipment manufacturers (OEMs) have realized the need to upgrade their technical
capabilities. These relate to three main areas: fuel economy, environmental
compliance, and performance. In India, because of the cost-sensitive nature of the
market, fuel efficiency had been an interest area for manufacturers.
It is not only that the OEMs are increasing their focus on in-house R&D; they also
provide support to the vendors to upgrade the technology and also assist those striking
technological alliances.
All the major two-wheeler manufacturers, viz. Bajaj Auto, HHML,YMIL, TYS, HMSI
and others, have increased their manufacturing capacities in the recent past. Most of
the players have either expanded capacity, or converted their existing capacities for
scooters and mopeds into those for manufacturing motorcycles. The move has been
prompted by the rapid growth reported by the motorcycles segment since FY1995.
A significant trend witnessed over the past five years is the inclination of consumers
towards products with superior features and styling. Better awareness about
international models has raised expectations of consumers on some key attributes,
especially quality, styling, and performance. High competitive intensity has prompted
players to launch vehicles with improved attributes at a price less than the competitive
models.
In an effort to satisfy the distinct needs of consumers, producers are identifying
emerging consumer preferences and developing new models. For instance, in the
motorcycles segment, motorcycles with engine capacity over 150cc, is a segment that
has witnessed significant new product launches and hence, become more competitive.
The indigenously launched Pulsar 150 had met with success on its launch and
thereafter, a host of models have been launched in this segment by various players.
While Bajaj Auto launched the Pulsars (180 cc, 200cc and 220cc) with digital twin
spark technology (DTSFi) that offers a powerful engine and fuel efficiency of 125 cc
models. Moreover, in the recent past, the motorcycle segment has witnessed launch of
vehicles with higher engine capacity (higher than 150cc) and power (higher than
15bhp). These include models such as Bajaj Auto Eliminator and Royal Enfield's
Thunderbird followed by HHML's Karisma and Yamaha R15 and other sports bikes.
The products in this segment cater for style conscious consumers. Quite a few players
are developing models combining features such as higher engine capacity", optimum
mix of power and performance, and superior styling. However, the extent of shift to
these products would depend on the positioning of such products in terms of price.
In the scooters segment, the market for plastic-bodied variomatic scooters continues to
witness growth in the scenario of overall decline in scooter volumes. Higher volumes
and growth are especially true for certain scooter models, such as Honda Activa, that
brought in new technology (besides variomatic transmission) to further differentiate
themselves. Thus, the need to differentiate and create a niche has led to companies
strengthening their research and development (R&D) capabilities and reducing the
development time for new models.
Motorcycle exports by Bajaj Auto, HHML and TVS have reported a robust growth in
FY2007 and are expected to increase further in the medium term.
Although the Indian two-wheeler manufacturers have forayed on their own in their
target export markets, there have been instances of tie-ups with the technology
partners. Bajaj Auto's tie-up with Kawasaki to jointly market Bajaj products in
Philippines is a case in point. Under the tie-up, M/s Kawasaki Motors Philippines
Corporation has been appointed as exclusive distributors to market select Bajaj twowheelers that include Byk, Caliber 115 and Wind 125. These vehicles are being sent to
Philippines in the completely built unit (CBU) form. Other strategy of expanding
international presence considered by few players is that of setting up assembly lines in
select South East Asian countries either on their own or in partnership with local
players. Besides, plans of select overseas technology partners to source from their
Indian partners and plans of global majors to develop their Indian manufacturing unit
as a sourcing hub may also lead to increase in two-wheeler exports from India.
SWOT ANALYSIS
Strengths:
Yamaha Motor products extend from land to sea and even into the skies, with
manufacturing and business operations that include everything from motorcycles,
PSA electro-hybrid bikes, marine and power products to automotive engines.
The distribution network of Yamaha Motors is very wide and spread across the
country.
Has great brand name and commands lot of respect among bikers community.
Weakness:
Yamahas strategy for Indian market was on right alleyway, but somewhere down
the lane, they are still relying on conventional model which no longer in use.
Yamaha despite the promise has failed to deliver and is still an underdog in the
race to top.
A series of unsuccessful and flop bikes have eroded the legacy of RX100 and
RD350.
Opportunities:
The motorcycle market has been growing at a phenomenal rate and there has
been a shift in the consumer preferences from 2 stroke bikes. Yamaha motors
have recognized this and are bringing out new models of 4 stroke bikes quite
regularly to cater the needs of the customers.
Consumers have become technology conscious and Yamaha Motors have best
R&D facilities. So they can tap new costumers with innovative technology in
motorcycle design and manufacturing.
There lies lot of potential in 150cc and above segment and Yamaha has not made
enough inroads in this segment.
Threats:
Bajaj Auto and TVS have taken large part of the market share from Yamaha.
Growing competition in the industry, both in the terms of new models and price
undercutting, too is a matter of concern as both the sales realization and operation
margins may come under pressure.
CHAPTER 4
RESEARCH METHODOLOGY
Research Process
Extensive Literature Survey: Before starting the research in-depth study of the
topic was done to form a clear picture of what and how research is to be done.
Formulating the Research Problem: The next step was to find out the problem
of the case. Then the problem was understood thoroughly and rephrasing the same
into meaningful terms from analytical point of view. This step is of greatest
importance in the entire research.
Design of Questionnaire: A questionnaire was developed for the survey. The
questionnaire is of structured type. Most of the questions were based on 5 point
bipolar Likert Scale.
Determining the Sample Size: Next step is to determine the number of to be
targeted from various ages, monthly salary, and gender. So a total of 200 people
were surveyed.
Collecting the data: The data was collected from various class of people based
on age, sex, income, location.
Analysis of Data: The data collected from various people was segregated into
various categories in order to analyze it. Analysis was done based on more than
22 different parameters.
Generalization and Interpretation: Data was tested and upheld several times,
and then generalizations were drawn from the analysis.
Preparation for the report: Lastly report about the research is made.
Research Design:
A Questionnaire is used to do the research
Exploratory Research design
Focus Group
Primary data analysis
Collection of Data:
Qualitative Data
Survey
questionnaires
Sampling:
Non-Probability Sampling
Judgmental Sampling
Simple Random
Sample Design:
Sampling may be defined as the selection of the some part of an aggregate or totality
on the basis of which a judgment or interference about the aggregate or totality is
made. It is the process of obtaining information about entire population by examining
only a part of it in which generalizations or influences are drawn based on the sample
about the parameter of population from which samples are taken.
Sample Size: A total of 200 people have been questioned for the purpose of filling up
the questionnaire.
Sample Size
200
Target Population
18-25 years
25-30 years
30 and above
Area Covered
Sampling
Type of Questionnaire
Type of Questions
SCOPE OF STUDY
The research was carried out to find factors which influence customer satisfaction
level to maximum level. The study projects that customer satisfaction level change
with change in various factors like during sales evaluation, during delivery of the
vehicle and after sales evaluation. This research is an attempt to provide feedback to
Motorcycle manufacturer Yamaha Motors India Ltd. so that they can bring about
changes in various departments of their organization which will help them in
becoming Number 1 motorcycle brand in India.
For instance during research factors such as technology, maintenance, looks, style,
brand image, behavior of dealers, timely delivery of documents and bike and proper
information about the product were considered.
This research would give necessary details to Yamaha motors so that it could know the
various factors that affect customer satisfaction level and then initiate appropriate
changes to make it Number 1 motorcycle brand in India.
CHAPTER 5
DATA COLLECTION AND
INTERPRETATION
It was expected that the respondents were honest while answering the questions with
proper consideration of the brand image of the bike they were currently using . the
questionnaire contained likert scaling to rate various parameters .
The respondents were so selected that they were representative of various segments of
bike users . the respondents were questioned on :
Petrol pumps
Service stations
Educational institutes
Vehicle showrooms
Malls
Factories
The results and responses were recorded on a SPSS data viewer (Statistical Package
for Social Sciences) parameters were defined on a SPSS variable viewer . the next
step was to run the SPSS and acquire specific results pertaining to the research done .
The findings and analysis complementing to results are discussed in the
chapters to follow .
CHAPTER 6
GRAPHICAL DATA ANALYSIS
DATA ANALYSIS
The data analysis portion is the backbone of any primary or secondary
research . there are various tools of data analysis that helps the researcher to interpret
his data into final results . the data collected in this research was analyzed using the
most effective tool of market research i.e.,SPSS(statistical package for social sciences)
The parameters were set up giving preference to non demographic factors more than
demographic factors. the data was analyzed on the total of 20 parameters as mentioned
below :
i.
customers age
ii.
marital status
iii.
profession
iv.
education
v.
attitude of dealer
vi.
vii.
viii.
ix.
x.
atmosphere
xi.
xii.
xiii.
xiv.
xv.
xvi.
Salesman follow up
xvii.
xviii.
Action to complains
xix.
xx.
Replacement condition
Dealer representation of brand
Male
Female
99.5
0.5
Married
15%
Unmarried
85%
Interpretation:
85% unmarried people attitude towards motor bike whenever rest of 15% married people
attitude towards motor bike.
3.
Age Group
18-25
25-35
35-45
About 45
Percentage
65%
20%
10%
5%
Interpretation:
65% age group of 18-25 preferred a motor bike, 20% of age group 25-35, 10% of age
group of 35-45 and the rest of age group above 45 years old.
4.
Professionally/Occupationally
towards motor bike:
Student
45%
Service
40%
Business
5%
Self Employed
5%
Others
5%
consumer
attitude
Interpretation:
Occupationally and professional the motor bike has been used i.e. 45% preferred by
student, in the service level it is used 40% and the rest of used in business, self
employed and for other purposes used.
5.
10000-15000
35%
15000-20000
40%
20000-50000
15%
50000-100000
5%
5%
Interpretation:
In the base of economically, it is used in the base of income i.e. 35% of income group
10,000-15,000, 40% of 15,000 - 20,0000, 15% of income group of 20,000-50,000 and
rest of used in the rarely above income of 50,000.
6.
Hero Honda
40%
Bajaj
45%
Yamaha
10%
TVS
3%
Honda
2%
Interpretation:
40% motor bike company and its models liked by people of Hero Honda, second position
of Bajaj and third position of Yamaha and rest of TVS and other companies.
7.
Yes
99.50%
No
0.50%
Interpretation:
Approximately 100% customer satisfaction level of motor bike products and a rarely can
say that no comments about it.
8.
40%
5%
Mileage
30%
Design
5%
Brand
5%
Pick up
2%
Color
5%
Comfort
8%
Interpretation:
65% age group of 18-25 preferred a motor bike, 20% of age group 25-35, 10% of age
group of 35-45 and the rest of age group above 45 years old.
9.
35%
Newspaper
15%
Friend
12%
Product Show
10%
Family
8%
Test Ride
2%
Internet
Hoarding
10%
8%
Interpretation:
The aware and know about motor bike products about 35% by TV channels, 15%
newspapers / magazines, 12% by friends, 10% by product show, 10% through internet,
8% by family and others through test riding and hoardings.
10.
30%
8%
30%
2%
Commuting
20%
Power
10%
Interpretation:
The most important things to likewise any brand of motor bike through company, brand,
passion and fashion, satisfaction and comfortability i.e. in the base of passion 30%, long
drive 30%, commuting 20% and power 10% and the rest of others.
11.
40%
Yourself
30%
Son
20%
Girl Friend
10%
Interpretation:
The common factor which is the bike has been purchased somehow the main aim to
factorize the commit for family, self, son or daughter and others.
Firstly, 40% of bike has been purchase having in the mind of family commit, self 30%,
20% for son and 10% for others.
12.
80%
5%
Publicity
14%
Scheme
0%
Gift
1%
Interpretation:
The bike has purchased according to brand value, design, publicity and others base. The
common factor, in the present firstly brand value is the main factor i.e. 80% people has
been purchased any motor bike and 14% has been purchased having the main factor of
publicity.
13.
Disc Brake
85%
Drum Brake
15%
Interpretation:
The main factor is used for customer favourably through disc brake and drum brake. It is
80% used disc brake and rest of used drum brake.
14.
20%
Alloy Wheel
80%
Interpretation:
The main attraction through spoke wheels and alloy wheels, i.e. is 80% customers
preferred to alloy wheels and rest of preferred to spoke wheels.
15.
20%
Excellent
75%
Satisfactory
5%
Not Good
0%
Interpretation:
In the most preferred through experience i.e. the good, and excellence and satisfactory
based. In the survey it has been found that 75% excellence and 20% has been telling
about with good theme.
16.
Showroom
Road Mechanic
95%
5%
Interpretation:
The main important thing that the motor bike servicing factor where it will be better do for
that. 95% customers attitude towards servicing of motor bike in showroom and rest of
road mechanic.
17.
Yes
No
100%
0%
Interpretation:
100% customers attitude has been found towards full value money has taken over all the
products.
18.
45%
Very Well
50%
5%
0%
Interpretation:
Yes, 50% customers has been highlight about brands and can have very well whenever
45% extremely well and rest of average.
CHAPTER 7
FINDINGS OF RESEARCH
Bajaj
Honda
TVS
Suzuki
BRANDS
Hero
Honda
Yama
ha
PARAMETERS
Gender
Marital status
Male
Unmarried
Male
Unmarried
Male
Unmarried
Male
Unmarried
Male
Married
Profession
Salaried
Salaried
Salaried
Salaried
Salaried
Age
Education
21-25
Graduate
21-25
Graduate
21-25
Graduate
21-25
Graduate
21-25
Graduate
Dealers
attitude
Explanation of
Of product
feature
Sales terms and
Condition
Product display
Cleanliness
Atmosphere
Cleanliness of
purchased
bike
Timely delivery
of bike
Explanation of
bike
function
PDI and Check
Good
Good
Good
Good
Good
Male
Unma
rried
Salari
ed
26-30
Gradu
ate
Good
Good
Good
Good
Good
Average
Avera
ge
Very
Good
Good
Good
Good
Good
Good
Good
Average
Good
Good
Good
Good
Good
Good
Good
Good
Good
Good
Good
Good
Good
Good
Good
Average
Good
Avera
ge
Good
Good
Good
Good
Very
Good
Good
Good
Good
Good
Good
Good
Very
Good
Good
Average
Average
Good
Good
Good
Good
Good
Average
Time taken in
documentation
Salesman
follow up
Remainder of
first service
Prompt action
to complaints
Replacement
Good
Good
Good
Good
Average
Avera
ge
Good
Average
Average
Good
Average
Average
Good
Good
Poor
Average
Poor
Average
Good
Good
Good
Good
Good
Average
Good
Might or
might not
buy
Might or
might not
buy
Probably
Buy
Might or
might not
buy
Might or
might
not buy
Might
or
might
not
buy
Interpretation:
1.
Out of the six brands covered the respondents of Suzuki are generally married
while other brands have unmarried customers.
2.
The average age of a Yamaha customer comes out to be 26-30 yearsas compared
to others brands average customers age which is 21-25 years.
3.
When explanation of product features comes into view; only Yamaha customers
rank them average; others says its good.
4.
Hero Honda and Honda are most favored brands when timely delivery of bike
comes into picture.
5.
Suzuki customers says that they have to run after their dealers for the
documentation of the delivery done while others say they are satisfied.
6.
7.
The most important point that comes up after analysis is that almost every brand
of customer wants a change but Yamaha customers are generally loyal to their
brand.
To conclude it can be said that almost every brand lacks in terms of sales follow
up. So this is the area where Yamaha can focus and position its bikes.
Secondly, there is huge market for bikes because almost every bike user wants to
change its bike because of some or the other reason.
Lastly, Yamaha has a good market image but a minimum number of users are
new. The most raring point is that Yamaha in spite of having a low market share is
able to retain most of its customers.
CHAPTER 8
GAPS IN LITERATURE
GAPS IN LITERATURE
The research has showed following gaps
Average age 26-30 years. the average age of Yamaha bike users was assumed to
be 21-25 years . but from the survey it was found that the average age of Yamaha
bike users lie between 26-30 years of age.
From the research it can be easily inferred that the Yamaha customers are the most
loyal customers as maximum number of Yamaha bike users are those who have
already used Yamaha bikes . while the number of new customers are much less
than that of other brands.
CHAPTER 9
SCOPE OF FURTHER RESEARCH
CHAPTER 10
PROBLEM IDENTIFICATION
PROBLEMS IN YAMAHA
Yamaha bikes have a poor mileage it needs to create a positive image in the mind
of its customers .
Yamaha has lost trust among Indian consumers by producing bikes like YBX,
Fazer and Libero.
Dearer accessories.
Yamaha has no vulnerable bike to compete with high mileage bikes of TVS and
Hero Honda.
CHAPTER 11
CONCLUSION
CONCLUSION
From the research following facts about Indian two wheeler industry has
been inferred:
Age group
21-30 years
Profession
Mostly salaried
Customers are generally satisfied with attitude of dealers at the time of sales.
Every brand of bikes have a poor response in terms of sales follow up.
In fact, the dealership of Delhi / New Delhi is found good having with
customers attitude and behaviour to Dealership evaluation other than found
of Noida then Greater Noida.
CHAPTER 12
SUGGESTIONS
SUGGESTIONS
CHAPTER 13
LIMITATIONS
LIMITATIONS
1. Research was limited to only two wheeler motorcycle industry.
2. Research was restricted to Noida only.
3. Since it is limited only to two wheeler motorcycle industry so the entire customer
satisfaction level while and after purchasing a product cannot be projected on this
research.
4. Sometimes it was very difficult to get the necessary information as filling the
questionnaire required time.
5. Research could have been wider in scope if along with customer satisfaction level
consumer behavior pattern was also studied.
CHAPTER 14
ANNEXURE
CUSTOMER NAME --
Town:
Phone number ..
State:
Email id
Address of the customer............
..
..
Name of the freelancer:
Female
Married -- Unmarried
Salaried -- Business
B. Age --
C. Education ..
c. Honda d. Tvs
e. Suzuki.
F. Yamaha
b. Friend
c. Product show
d. Family
e. Magazine articles
g. Advertisement
h. Test ride
1. When you bought your new motorcycle, how satisfied were you with the
performance of the dealership sales personnel on each of the items below:
a. Attitude ( Friendliness )
a. Product display
5
b. Cleanliness
c. Atmosphere
AFTER SALES EVALUATION --1. After you bought your new motorcycle , did the dealer staff -a. Salesman follows up for your first experiences.
5
A - If for any reason, you had to replace your Current motorbike, do you think
you would buy from the same dealer?
(Please tick)
a. Definitely buy
b. Probably buy
Reasons
..
B. If you planning to buy a new bike which brands it would be?
...........................................................
.....
C. If not same company then Why?
D. If you think of buying a Yamaha bike in future which features will make you buy?
a. Mileage
b. Style
c. Color
d. Power
e. Brand
f. Price
g. Service
h. BHP
i. Pick up
j. Quality
k. All purpose
comfort
l. Maneuverability
m. Speed
n. Reliability
o. Riding
.
E. How well do you feel the dealer services represent the Current Brand you using?
(Please tick)
a. Extremely well
b. Very well
CUSTOMER NAME --
Town:
Phone number ..
State:
Email id
Address of the customer............
..
..
Name of the freelancer:
Female
Married -- Unmarried
Salaried -- Business
B. Age --
C. Education ..
1. How did you first learn about Yamaha motorcycle you purchased?
( Please tick )
a. Dealership visit
b. Friend
c. Product show
d. Family
e. Magazine articles
g. Advertisement
h. Test ride
DURING SALES EVALUATION ---1. When you bought your new Yamaha, how satisfied were you with the performance
of the dealership sales personnel on each of the items below:
a. Attitude ( Friendliness )
a. Product display
5
b. Cleanliness
c. Atmosphere
1. After you bought your new Yamaha , did the dealer staff --
Any Comments
A - If for any reason, you had to replace your YAMAHA, do you think you would
buy from the same dealer?
(Please tick )
a. Definitely buy
d. Probably not buy
b. Probably buy
D. How well do you feel the dealer services represent the Yamaha brand?
(Please tick)
a. Extremely well
d. Not well at all
b. Very well
BIBLIOGRAPHY
BOOKS
MAGAZINES / NEWSPAPERS
Business World
Business Today
WEBSITES
www.indianauto.com
www.yamaha-motors-india.com
www.bikes.com
1. Name :
2. Gender :
(M/F)
3. Marital Status:
i.
Married
4. Phone No.:
5. Location/Address:
6. Age Group(in years):
i. 18-25
ii. 35-45
7. Profession/Occupation :
i.
Student
ii.
Service
iii.
Business
ii Unmarried
iii 25-35
iv Above 45
iv.
Self
Employed
Others
v.
8. Income(in Rs.):
i.
10000iv.
15000
ii.
15000v.
20000
iii.
2000050000
9. Which company bike & model you
having?
50000100000
Above one
lakh
are
i.
Hero
iv.
TVS
Honda
.
v.
Honda
ii.
Bajaj
..
..
vi.
LML
iii.
Yamaha
.
10. Date/Year of Purchase: ..
11. Are you satisfied with the product?
(i)
Yes
(ii)
Speed
Power/BH
P
Mileage
Design/Gr
aphics
No
v.
vi.
vii.
viii.
ix.
x.
TV
Brand
Colour
Comfort
Style
Quality
Pick up
(ii)
(iii)
(iv)
News
Paper/Mag
azine
Friend
Product
Show
(v)
(vi)
(vii)
(viii)
(ix)
Family
Internet
Test Ride
User
Hoarding
Passion
Self
Satisfactio
n
Cruising/lo
ng Drive
(iv)
(v)
(vi)
Commutin
g
Show
Off/Status
Symbol
Power
Publicity
Scheme
Gift
(iii)
(iv)
(v)
(ii)
Commit
ment
Product
Service
Road
Mechani
c
23. Did you get the full value of your money with
the product?
(i)
(ii)
Yes
No
1
1
1
1
2
2
2
2
3
3
3
3
4 5
4 5
4 5
4
1 2 3 4 5
26. AFTER SALES EVALUATIONAfter you bought your new motorcycle, did the dealer staff:
a. Salesman follows up for your first experiences.
b. Did the dealership remind you for first service due?
5
c. Did the dealership take prompt actions to your complaints?
5
1 2 3 4 5
1 2 3 4
1 2 3 4
27. How well do you feel the dealer services represent the current brand?
i. Extremely well
ii. Very well
iii. Avearage not very well
iv. Not well at all