SUMMER INTERNSHIP PROJECT REPORT

ON
CONSUMER BUYING BEHAVIOUR
IN YAMAHA MOTORS PVT. LTD. FOR TWO WHEELERS

Submitted in the partial fulfillment of the award of degree of

POST GRADUATE DIPLOMA IN MANAGEMENT
GNIOT, GREATER NOIDA

Under the Guidance of:

Submitted by:
Bhawana mahara

Mr. Pankaj Kumar Saxena

(2015-17)

SUBMITTED TO:

DECLARATION

I, Bhawana mahara , student of PGDM3rd Semester, studying at GNIOT COLLEGE

OF MANAGEMENT Greater Noida, hereby declare that the summer training report
on

CONSUMER

BUYING

BEHAVIOUR

IN

TWO

WHEELERS

INDUSTRIES submitted to the institute in partial fulfillment of the requirement for

the award of Post Graduate Diploma In management is the original work conducted by
me.

This summer training report is not being submitted to any other University/Institute for
award of any other Degree, Diploma and Fellowship.
The information and data given in the report is authentic to the best of my knowledge.

(BHAWANA MAHARA)
(2015-17)

ACKNOWLEDGEMENT

It is my pleasure to be indebted to various people, who directly or indirectly

contributed in the development of this work and who influenced my
thinking, behavior, and acts during the course of study.
I am thankful to Mr. Sandeep Rana for his support, cooperation, and
motivation provided to me during the training for constant inspiration,
presence and blessings.
I also extend my sincere appreciation to Mr.Pankaj kumar saxena
(ASSISTANT PROFESSOR) who provided his valuable suggestions and

precious time in accomplishing my project report.

Lastly, I would like to thank the almighty and my parents for their moral
support and my friends with whom I shared my day-to-day experience and
received lots of suggestions that improved my quality of work.

(BHAWANA MAHARA )

TABLE OF CONTENTS
Page NO.
01. INTRODUCTION

05
3

-Scope of the study

-Ojectives
02. CRITICAL REVIEW OF LITERATURE

10

03. CORPORATE INTRODUCTION

14

i.
ii.
iii.
iv.

Company profile
Industry profile
Products of Yamaha
SWOT checklist

i.
ii.
iii.
iv.

Research problem and objective

Research process
Research design
Scope of study

04. RESEARCH METHODOLOGY

39

05. DATA COLLECTION AND INTERPRETATION

43

06. DATA ANALYSIS

44

07. FINDINGS OF THE RESEARCH

64

08. CONCLUSIONS

67

09. LIMITATIONS OF THE STUDY

68

10. SUGGESTIONS

69

11. GAPS IN LITERATURE

70

12. SCOPE OF FURTHER RESEARCH

71

13. PROBLEMS IDENTIFICATION

73

14. BIBLIOGRAPHY

74

ANNEXURE- QUESTIONAIRE

84-100

CHAPTER-1
4

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.

MR is special branch of marketing management. It is comparatively of recent in origin. MR acts as

an investigative arm of a marketing manager. It suggests solution on marketing problem for the
consideration and selection by a marketing manager. MR also acts as an important tool to study buyer
behavior, changes in consumer life-style and consumption patterns, brand loyalty and forecast market
changes.

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.

SCOPE OF THE STUDY

1)

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)

Changes in the composition of population and pattern of consumption: - In India, 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
6

needed for the study of changes in the pattern of consumption and corresponding adjustment in the
marketing planning, policies strategies.

4)

Growing importance of consumers in marketing:- Consumers occupy key position in 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)

Shift of competition from price to non-price factors:- Cut-throat competition is

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)

Need of prompt decision making :- In competitive marketing, marketing executive have

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.

OBJECTIVES

The main objective of this study is

To understand why customer buy a particular product.
To know the marketing opportunities.
To know about customer acceptance of the product.
To analyse the customer expectation from the manufacturer.
To help in knowing the consumer what they actually want in the product.

CHAPTER-2

CRITICAL REVIEW OF LITERATURE

9

LITERATURE REVIEW

Customer satisfaction is an ambiguous and abstract concept and the

actual manifestation of the state of satisfaction will vary from person to person and
product/service to product/service. The state of satisfaction depends on a number of
both psychological and physical variables which correlate with satisfaction
behaviors such as return and recommend rate. The level of satisfaction can also vary
depending on other options the customer may have and other products against which
the customer can compare the organization's products.
Because satisfaction is basically a psychological state, care should be taken in the
effort of quantitative measurement. These ten domains of satisfaction include:
Quality, Value, Timeliness, Efficiency, Ease of Access, Environment, Interdepartmental Teamwork, Front line Service Behaviors, Commitment to the
Customer and Innovation. These factors are emphasized for continuous
improvement and organizational change measurement and are most often utilized to
develop the architecture for satisfaction measurement as an integrated model. The
basis for the measurement of customer satisfaction is by using the gap between the
customer's expectation of performance and their perceived experience of
performance. This provides the measurer with a satisfaction "gap" which is objective
and quantitative in nature customer satisfaction equals perception of performance
divided by expectation of performance.
Marketers in recent times have realized the importance of marketing orientation, and
this is being reflected in the application of marketing mix elements. Consumers
needs are fundamental to the formulation of any marketing strategy, from
developing a communication plan. It may be worthwhile to explore the intricate
aspects of consumer satisfaction level which focuses on consumer needs. These
concepts enable marketers to analyze the acceptability of strategies planned by them.
Even though we cannot know everything that is to be known, we do need some in
depth knowledge about the consumers, starting with who is he. Is there a real Indian
customer or there is a set of stereotype. All the conventional wisdom in market
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
10

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.
Selecting Target Market
A review of marketing opportunities often helps in identifying distinct consumer
segments with very distinct wants and needs. Identifying these groups, learning how
they behave and how they make their purchase decisions enables the marketer to
design and market products or services particularly suited for their wants and needs.
Based on earlier done research following conclusion were drawn about Yamaha
as a Brand in two wheeler industry:

Yamahas objective
It produces bikes that have speed and power irrespective of the
mileage.

Customers age
21-25 years.

Income group Upper middle class and high class

Profession
Students and young executives

Prime focus
11

 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.
Styling of the bikes in executive segment is gaining importance in overall customer
satisfaction. In transacting with the service dealer, competitive pricing and explanation
have gained importance as well as have high impact on retention.
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

12

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
13

About Yamaha Motors India 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 operations 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 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).

14

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".

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 & 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
15

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
16

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.

17

Hierarchical Structure

Managing Director and CEO

Senior Vice President
Vice President
Associate Vice President

Top Management

Chief General Manager

General Manager
Deputy General Manager

Senior Management

Chief Manager
Manager
Assistant Manager

Middle Management

Senior Superintendent
Senior Officer
Officer
Assistant Officer

Operational Staff

18

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:

Inadequate public transportation system, especially in the semi-urban and rural

areas;
Increased availability of cheap consumer financing in the past 3-4 years;
Increasing availability of fuel-efficient and low-maintenance models;
Increasing urbanization, which creates a need for personal transportation;
Changes in the demographic profile;
Difference between two-wheeler and passenger car prices, which makes twowheelers the entry level vehicle;
Steady increase in per capita income over the past five years; and
Increasing number of models with different features to satisfy diverse consumer
needs.

While the demand drivers listed here operate at the broad level, segmental demand is
influenced by segment-specific factors.

19

20

YAMAHA PRODUCTS
Yamaha Motor India Pvt. Limited - A Japanese motorized vehicle-producing 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 allterrain 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

21

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
22

Yamaha FZ1

MOPEDS

Yamaha PAS (Nickel metal hydride battery)

PAS Lithium (Lithium ion battery)

PAS Business (Ni-Cd battery)

Yamaha YQ50 Aerox R

Yamaha Jog

Yamaha Jog R

Yamaha Neo's

Yamaha BW'S

Yamaha Morphous

Yamaha XF50X (C3/Vox/Giggle)

Yamaha FS1 (Yamaha FS1E)

Yamaha Lagend

Yamaha DT50

Yamaha TZR

Yamaha QT50

GOLF CARTS
Yamaha

G1

Yamaha Drive
PERSONAL WATERCRAFT

WaveRunner
23

WHEELCHAIRS

JW Active

JW-IB

Nesquick sponsored Race chair

WHEELCHAIR UPGRADE PARTS

JWX-1

JW-II

JW-I

Wetard chair 85

ALL-TERRAIN VEHICLES

BW80 / 200 / 350

YFZ450

Raptor 80 / 350 / 660 / 700

Blaster 200

Banshee 350

Warrior 350

Bruin 350

Kodiak 400 / 450

Grizzly 80 / 125 / 350 / 400 / 450 / 600 / 660 / 700

Big Bear 400

Wolverine 350 / 450

Tri-Z 250
24

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
performance. The RX-1 released in 2003 was the first performance-oriented
four-stroke snowmobile to ever hit the market. It was not, however, the first
modern four-stroke snowmobile produced. That honor belongs to Arctic Cat
for their Yellowstone Special, released in 2000, which was designed as a
rental sled that could meet Yellowstone National Park's stringent emission
requirement. However, the Yamaha received much criticism for its weight
disadvantage when compared to similar two-strokes, despite its excellent
fuel economy and low-range torque. Yamaha is now on the cutting edge of
four-stroke technology with the introducing of their 80FI engine which is
equipped on the Phazer and Venture Lite models. This engine has one of the
highest specific output of any four-stroke in production, with 160 HP/L,
Yamaha achieves this even without the use of a forced induction system.
Yamaha is also a key player in the "four-stroke wars", which are a series of
advertisements from opponent Ski-Doo who claim their 2-tec and power-tek
equipped two-strokes are still cleaner and more efficient than four-strokes,
while Yamaha still claims the four-strokes are cleaner. Yamaha also broke a
multi-year absence from sno-cross in the winter of 2006-07 with their
introduction of a factory race team headed by former Arctic Cat racer
Robbie Malinoski.

25

CURRENT LINE-UP

FASCINO

SALUTO

YZFR15S

ALPHA

FX Nytro

Phazer (4th Generation)

RS Rage

RS Vector

RS Venture

VK Professional

SIGNIFICANT PREVIOUSLY PRODUCED MODELS

Bravo

coRy

Enticer

Exciter

Phazer (1st-3rd Generations)

Mountain Max

RX-1

SnoScoot

Sno Sport
26

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
27

YS-1390A

YS-1390AR

YAMAHA-R15

REMOTE-CONTROLLED HELICOPTERS

Yamaha R-50

Yamaha R-MAX

OUTBOARD MOTORS

4 stroke series

4 stroke jet drive series

2 stroke V6

2 stroke portable / mid range

KART ENGINES
KT SERIES 2 STROKE

KT100SD

KT100SC

KT100SEC

KT100SP

KT100J

KT100AX

KT100A2

OTHER VEHICLES

28

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
29

OH-U30-KA4

OH-U30-SB3

OH-U40-KA2

OH-U40-SB1

BUSINESS MACHINES

Robot

Surface mounter

Pool

CNC machine

Golf car

G31E

G31AL

Engine

MT series (2 stroke)

MT 110

MT 110 VLS

MZ series (4 stroke)

MZ 125

MZ 175

MZ 200 (New Model)

MZ 250

MZ 300
30

MZ 360

Underground oil tank

My Tank

Oil separator

Pattol series

Food additive

Gas heat pump

M series

SH series

3HP multi

Living mate

YCJ series

31

MARKET CHARACTERISTICS
DEMAND
SEGMENTAL CLASSIFICATION AND CHARACTERISTICS

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.
Two-Wheelers: Comparative Characteristics
Scooter
Motorcycle
Price*(Rs.
as in January > 22,000
> 30,000
2008)
Stroke
2-stroke, 4-stroke Mainly 4-stroke
Engine
Capacity
90-150
100, 125, > 125
(cc)
Ignition
Kick/Electronic
Kick/Electronic
Engine
6.5-9
7-8 and above
Power (bhp)
Weight (kg)
90-100
> 100
Fuel
Efficiency
50-75
50-80+
(km per
litre)
Load
High
Highest
Carrying
Segmental

Market

Moped
> 12,000
2-stroke
50, 60
Kick/Electronic
2-3
60-70
70-80

Low
Share

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 two32

wheeler 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.

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.

33

Supply
Manufacturers
As the following graph indicates, the Indian two-wheeler industry is highly
concentrated, with three players-Hero Honda Motors Ltd (HHML), Bajaj Auto Ltd
(Bajaj Auto) and TVS Motor Company Ltd (TVS) - accounting for over 80% of the
industry sales as in FY2007. The other key players in the two-wheeler industry are
Kinetic Motor Company Ltd (KMCL), Kinetic Engineering Ltd (KEL), LML Ltd
(LML), Yamaha Motors India Ltd (Yamaha), Majestic Auto Ltd (Majestic Auto),
Royal Enfield Ltd (REL) and Honda Motorcycle & Scooter India (P) Ltd (HMSI).
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).

Technological tie-ups of Select Players

Nature of Alliance

Company
34

Product

Bajaj Auto

Technological tie-up
Technological tie-up

HHML
KEL
KEL

LML
Hero
Motors

Technological tie-up
Joint Venture
Technological tie-up
Tie up for
manufacturing
and distribution
Technological tie-up
Technological tie-up

Kawasaki Heavy
Industries Ltd, Japan
Tokya R&D Co Ltd,
Japan
Kubota Corp, Japan
Honda Motor Co, Japan
Hyosung Motors &
Machinery Inc
Italjet, Italy

Motorcycles

Daelim Motor Co Ltd

Aprilia of Italy

Motorcycles
Scooters

Two-wheelers
Diesel Engines
Motorcycles
Motorcycles
Scooters

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.

TRENDS IN THE TWO-WHEELER INDUSTRY

Companies raising capacity to meet the growing demand
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.
35

Niche markets also witnessing intense competition:

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.

INCREASING FOCUS ON EXPORTS:

For the first nine months of FY2007, two-wheeler exports increased by 37% over the
corresponding previous, led mainly by motorcycles even as exports of other twowheelers were healthy. While motorcycle exports increased by 40%, scooter and
moped
exports
increased
by
29%
and
27%
respectively.
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.
36

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.

37

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.

Continuously does product improvement in accordance with demanding

customers.

The distribution network of Yamaha Motors is very wide and spread across the
country.

Probably the best in terms of R&D facility.

Has great brand name and commands lot of respect among bikers community.

Weakness:

Narrow product line in terms of motorcycles.

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.

38

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:

Continuous divisions of customer segment have made conventional bikes which

was the strength of Yamaha motors.

Constant demand for price reduction from customers.

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
39

RESEARCH METHODOLOGY

RESEARCH PROBLEM AND OBJECTIVE:

Research in common parlance refers to search for knowledge. Research is an academic
activity and as such it is used in a technical sense. According to Clifford Woody,
research comprises defining and redefining problems, formulating hypothesis or
suggesting solutions, collecting, organizing and evaluating data, making deductions
and research conclusions to determine whether they fit the formulating hypothesis.
Primary objective :
The research encompasses the primary objective of comparison and analysis of
Yamaha bikes with respect to other brands prevailing in the market i.e., Hero
Honda ,Honda , Bajaj , TVS and Suzuki .
The primary aim is to interpret the satisfaction level of customers using
Yamahas bikes and to find out the areas in which it needs to improve to develop a
better perception in the mind of its customers . it entails as to suggest Yamaha how to
become a no. 1 customer oriented company
Secondary objective :
To go in detail, the research includes the study of comparative satisfaction level of
customers using different bike brands; the various areas where competitors supersede
and the areas where the competitors lack.
Furthermore the research aims to find out the relative market capitalization
of Yamaha in the two wheeler industry and to suggest some concrete and absolute
measures to give a rise to its share in the two wheeler segment.

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
40

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.
41

Sample Size: A total of 200 people have been questioned for the purpose of filling up
the questionnaire.

Details of the Survey Conducted

Sample Size

200

Target Population

18-25 years
25-30 years
30 and above

Area Covered

Surajpur, Greater Noida And Haridwar

& Semi-urban And Rural Areas.

Sampling

Judgmental Simple Random

Type of Questionnaire

Structured 5 point bipolar Likert Scale

Type of Questions

Close ended 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.

42

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

The research required collection of first hand primary data from the respondents . the
respondents necessarily were to be bike users . They were exposed to a questionnaire
containing different parameters for the evaluation of their satisfaction level . the broad
parameters were :

During sales evaluation .

During vehicle delivery .

After sales evaluation .

43

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

Residential areas , and

Factories

CHAPTER-6

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
44

ii.

marital status

iii.

profession

iv.

education

v.

attitude of dealer

vi.

explanation of product features by the dealer .

vii.

sales terms and conditions

viii.

product display in the showroom

ix.

cleaniness in showroom and service station

x.

atmosphere

xi.

cleanliness of purchased bike

xii.

time taken in delivery

xiii.

explanation of bike functions

xiv.

PDI and checks made

xv.

Time taken in documentation

xvi.

Salesman follow up

xvii.

Reminder of first service

xviii.

Action to complains

xix.

Replacement condition

45

GRAPHICAL DATA INTERPRETATION

1.

Which types of customer Attitude towards motor bike?

Male

99.5

Female

46

0.5

Interpretations:

Shown in the above graph shows that 99.5% male has been
preferably to motor bike and rest of female prefer than.

47

2. Which people attitude towards motor bike?

Married

15%

Unmarried

85%

Interpretation:
85% unmarried people attitude towards motor bike whenever rest of 15% married
people attitude towards motor bike.

48

3.

Age group of consumers towards motor bike:

Age
Group

18-25

Percentage 65%

25-35

35-45

About 45

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.

49

4.
Professionally/Occupationally
motor bike:

Student

45%

Service

40%

Business

5%

Self Employed

5%

Others

5%

consumer

attitude

towards

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.

50

5.

Incomewise customer attitude towards motor bike:

10000-15000

35%

15000-20000

40%

20000-50000

15%

50000-100000

5%

Above one lac

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 20,00050,000 and rest of used in the rarely above income of 50,000.

51

6.

Which company bike and models liked by all?

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.

52

7. Are customer satisfaction towards bike?

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.

53

8.

Bikes are generally adopted by:

Speed
Power/BHP

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.

54

9.

People know about the bike?

TV

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.

55

10.

Why do you drive bike / two wheelers?

Passion

30%

Self Satisfaction

8%

Cruising / Long
Drive

30%

Show Off

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.

56

11.

Whom did you purchase a bike?

Family

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.

57

12.

Why did you purchase a bike?

Brand Value
Design

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.

58

13.

Which type brakes liked by customers favourite bike?

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.

59

14.

Which types of wheels are attracted to customers?

Spoke Wheel

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.

60

15.

How was your experience?

Good

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.

61

16.

Customers attitude towards servicing of motor bike:

Showroom

95%

Road Mechanic

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.

62

17.

Did the customers attitude towards get the full value of money with
the product?

Yes

100%

No

0%

Interpretation:
100% customers attitude has been found towards full value money has taken over
all the products.

63

18.

Customer attitude towards the feeling about dealer services represents

the current brands.
Extremely Well

45%

Very Well

50%

Average Not Very

Well

5%

Not Well at All

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
64

FINDINGS OF RESEARCH

BRANDS

PARAMETERS
Gender
Marital status
Profession
Age
Education
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
Time taken in
Documentation
Salesman
follow up
Remainder of
first service
Prompt action
to complaints
Replacement

Hero
Honda

Bajaj

Honda

TVS

Suzuki

Yam

Male
Unmarried
Salaried
21-25
Graduate
Good

Male
Unmarried
Salaried
21-25
Graduate
Good

Male
Unmarried
Salaried
21-25
Graduate
Good

Male
Unmarried
Salaried
21-25
Graduate
Good

Male
Married
Salaried
21-25
Graduate
Good

Ma
Un
Sal
26Gra
Go

Good

Good

Good

Good

Average

Av

Very
Good
Good
Good
Good
Good

Good

Good

Average

Good

Av

Good
Good
Good
Good

Good
Good
Good
Good

Good
Good
Good
Good

Good
Good
Average
Good

Go
Go
Go
Go

Very
Good
Good

Good

Good

Good

Go

Good

Very
Good
Good

Average

Average

Go

Good
Good

Good
Good

Good
Good

Good
Good

Average
Average

Av
Go

Average

Average

Good

Average

Average

Go

Good

Poor

Average

Poor

Average

Go

Good

Good

Good

Good

Average

Go

Might or
might not
buy

Might or
might not
buy

Probably
Buy

Might or
might not
buy

Might or
might
not buy

Mi
mig
buy

65

The chart represents the analysis of the covered brands on the basis of different
parameters

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 years as 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.
66

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.

Yamaha is best when sales follow up after delivery is concerned.

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

67

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.

Hero Honda is the most famous brand.

Favored bikes in todays date are

Hunk
Pulsar
Apache

Customers stress on quality as complimentary to looks.

Mileage is what everybody wants.

In fact, the dealership of Surajpur, Greater Noida is found good having with
customers attitude and behaviour to Dealership evaluation other than found
of Haridwar.

CHAPTER-9

68

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-10

SUGGESTIONS
69

1. INTRODUCTION OF NEW BRANDS Yamaha should introduce new

bikes in the market. It will definitely make the market oligopolistic , but will
improve the condition of Yamaha .
2. BIKE IN 150 CC SEGMENT Yamaha does not has any successful bike in
this segments . Yamaha needs to introduce a bike in this segment which can
compete with the other brands on price , power, pick-up , mileage and style .
3. INTEGRATION OF MARKETING AND R & D DEPARTMENT Yamaha has got best R&D facilities and international design of sports bikes.
It needs to integrate its efforts together with other department more
specifically marketing wing and try to give customers what they want.
4. It has been found from the research that Yamaha has got the most loyal
customers but when it comes to Yamaha , people still talk about RX- 100.
yamaha should develop a bike like RX-100, and this time mileage and style
should alos be considered.
5. 360 degree marketing approach and need to follow aggressive promotional
campaigns to grab a larger piece of pie in the motorcycle segment.
6. Focus should be on teenagers, young and executives as they represent largest
portion of the bike user segment.
7. Provide better sales follow up which almost every brand lacks the research
has showed that the bike users of all brands are dissatisfied with their after
sales experience .this is a big loop hole which yamaha can use to improve its
brand image and to gain more customers.
8. Indian customers generally do not use bike for fashion but as a necessity so
mileage should be a concern, so it needs to create a better image in the mind
of its customers regarding mileage.

\
CHAPTER-11

GAPS IN LITERATURE
70

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.

Profession Salaried; Young executives . before research students and young

executives were considered to be the main customer of Yamaha.but our research
has shown that the salaried class is the main customer of Yamaha .

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.

Competitive advantage Speed

Power
Pick-up
BHP

CHAPTER-12

SCOPE OF FURTHER
RESEARCH
71

There are various conclusions that can be arrived at regarding the Indian
two wheeler industry after the execution of this research . still the research can not be
considered as totally exhaustive . there are various areas that are beyond the scope of
this research . this arises the need and scope of further research in this area . some of
the possible arenas can be as follows :

Forecasting the market for two wheeler industry in coming 5 years .

Study of consumer behavior of Indian two wheeler industry .

Developing a model for success of a particular brand on the basis of

arrived conclusions.

Developing a model of bike on the basis of responses of the customers to

stabilize in the market ; determining the optimum combination of mileage
and price.

CHAPTER-13

PROBLEM
IDENTIFICATION

72

PROBLEMS IN YAMAHA

Yamaha bikes have a poor mileage it needs to create a positive image in the mind
of its customers .

They lack style and innovation.

Yamaha lacks in aggressive marketing strategy.

Indian customers are mainly commuters and not bikers.

Yamaha has no raring 150 cc range bike.

People having a halo image of RX-100.

Yamaha has lost trust among Indian consumers by producing bikes like YBX,
Fazer and Libero.

High maintenance cost.

Dearer accessories.

Yamaha has no vulnerable bike to compete with high mileage bikes of TVS and
Hero Honda.

CHAPTER-14

BIBLIOGRAPHY

1. Kotler Philip, Marketng Management, New Delhi.

73

Prentiee-Hall Of India Private Limited, 2000 Millenium Edition.

2. Kothari C.R., Research Methodology, New Delhi, Vishwa Prakashan,
2000, Second Edition.

3.

www.Bisleri.com

4.

www.google.com

5.

www.indiainfo.com

The Times of India

WEBSITES

www.indianauto.com

www.yamaha-motors-india.com

www.bikes.com

COMPETITOR CUSTOMER SATISFACTION SURVEY

CUSTOMER NAME --

Town:

Phone number ..

State:
74

Email id
Address of the customer............
..
..
Name of the freelancer:

A. Are you (please tick )

Male --

Female

Married -- Unmarried

Salaried -- Business

B. Age --
C. Education ..

1. Which motorcycle do you have ?

( Please tick )
a. Hero Honda b. Bajaj

c. Honda d. Tvs

e. Suzuki.

F. Yamaha

g. Others please specify.

2. How did you first learn about the motorcycle you purchased?
75

( Please tick )
a. Dealership visit

b. Friend

c. Product show

d. Family

e. Magazine articles

f. Saw one in use

g. Advertisement

h. Test ride

i. Others ..Please specify.

DURING SALES EVALUATION ----

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 )

b. Explanations of product features.

c. Explanation of sales terms and conditions.

a. Product display

b. Cleanliness

c. Atmosphere

2. How satisfied are you with the dealer shop.

76

DURING VEHICLE DELIVERY EVALUATION ---

1. How satisfied were you with the motorcycle delivery.

a. Cleanliness of your purchased motorcycle at delivery

b. Timely delivery of the bike

c. Explanation of motorcycle functions at delivery

d. Proper PDI and checks made.

c. Timely documentation of the delivery done

AFTER SALES EVALUATION --1. After 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?

4 5

c. Did the dealership take prompt actions to your complaints?

77

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
d. Probably not buy

b. Probably buy

c. Might or might not buy

e. Definitely not 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

78

k. All purpose

l. Maneuverability

m. Speed

n. Reliability

o. Riding

comfort

E. Please comment on Yamahas Brand Image in the 2 wheeler industry now ?

.
F. Please rate the following..
a. Yamahas sales standard

b. Yamahas service standard

G. What are the reasons Yamaha is not doing well ?

.
E. How well do you feel the dealer services represent the Current Brand you using?
(Please tick)

a. Extremely well

b. Very well

c. Average not very well

79

d. Not well at all

F. HOW TO MAKE A CUSTOMER ORIENTED COMPANY --SUGGESTIONS IF ANY --

(PARAMETERES) -1 = VERY BAD 2 = POOR 3 = AVERAGE 4 = GOOD 5 VERY GOOD

YAMAHA CUSTOMER SATISFACTION SURVEY

CUSTOMER NAME --

Town:

Phone number ..

State:

Email id
Address of the customer............
..
..
80

Name of the freelancer:

A. Are you (please tick )
Male --

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

f. Saw one in use

g. Advertisement

h. Test ride

i. hOthers ..Please specify.

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:
81

a. Attitude ( Friendliness )

b. Explanations of product features.

c. Explanation of sales terms and conditions.

2. How satisfied are you with the dealer shop.

a. Product display

b. Cleanliness

a. Cleanliness of your purchased motorcycle at delivery

b. Timely delivery of the bike

c. Explanation of motorcycle functions at delivery

d. Proper PDI and checks made.

c. Timely documentation of the delivery done

DURING VEHICLE DELIVERY EVALUATION --1. How satisfied were you with the motorcycle delivery.

AFTER SALES EVALUATION ---

82

1. After you bought your new Yamaha , did the dealer staff -a. Salesman follow up for your first experiences.

b. Did the dealership remind you for first service due.

c. Did the dealership take prompt actions to your complaints. 1

2. How is your experience with the rest of the free services or

paid services you got from the Yamaha dealership.

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
e. Definitely not buy

83

c. Might or might not buy

B. If you planning to buy a new bike which brand it would be?

...........................................................
.....
C. If not Yamaha then which Brand and why ?

D. How well do you feel the dealer services represent the Yamaha brand?

( Please tick )
a. Extremely well

b. Very well

c. Average not very well

d. Not well at all

E. HOW TO MAKE YAMAHA A CUSTOMER ORIENTED COMPANY --SUGGESTIONS IF ANY --

84


.
( PARAMETERS ) -1 = VERY POOR 2 = POOR 3 = AVERAGE 4 = GOOD 5 VERY GOOD

ANNEXURE

85

QUESTIONAIRE
PARAMETER FOR QUESTIONNAIRES EVALUATION
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 )
5 = The

4 = The

3 = The

2 = The

1 = The

customer was

customer

customer

customer

customer

promptly

was greeted

was greeted

was not

was not

86

greeted and

and took

but took a

greeted and

greeted and

guided to the

some time to

lot of time

just send to

not even

respective

be guided to

(15 min) to

the

send to the

salesman

the

be guided to

respective

respective

respective

the

salesman

salesman

salesman

respective
salesman

b. Explanations of product features.

5 = The

4 = The

3 = The

2 = The

1 = The

salesman was

salesman was

sales man

salesman

salesman

able to explain

able to

was able to

was able to

was not

all FAB of the

explain FAB

explain

explain

able to

product and its

of our

only key

only a few

explain any

competition

products

features

features

features

c. Explanation of sales terms and conditions.

5 =salesman

4 = salesman

3 = salesman

2=

1 = salesman

explained all

explained

explained few

salesman

didnt explain

the sales

most of the

sales term

only

any sales term

terms and

sales terms

and

mentioned

and condition

conditions

and condition

conditions

the sakes

87

term and
conditions

5 =Bikes

4 = Bikes were

3 = Bike were

2 = = Bikes

1 = The

were well

arranged well

arrange in a

were

bikes were

arranged

but not visible

manner that

cramped in

crammed in

and could

from all angles

only one sides

small

space and

were visible

spaces and

arranged

from all

no space

haphazardly

angles

between

be seen

them

2. How satisfied are you with the dealer shop.

a. Product display

5=

4 = The

3 = The

2 = The

1=

Everything

showroom is

showroom is

outside

Everything

clean( inside

clean but

a little dusty

dirty but

dirty and

88

and outside)

outside is

and dirty

little dirty

inside

littered

clean

b. Cleanliness

c. Atmosphere
5 = There was

4 = The

3 = The

2 = Only a

1 = There

adequate

customer

seating was

few chair

were no chairs

seating for all

lounge had

on first

were there

in the

customers and

a good

come first

in the

showroom no

the lounge was

selection of

serve basis

showroom

TV and no

well stocked

magazine

and small

and the TV

magazine and

with magazine,

and the TV

number of

was not

the temp. in

news paper and

was not

magazine

working

the showroom

the TV was

working all

were

and there

was extremely

running with

the time

available

were no

uncomfortable

the approved

with

videos and the

adequate

temp. in the

seating and

showroom was

the temp. in

pleasant

the

and the
temp. in the
showroom
was ok

magazine
and the
temp. in the
showroom
was bad

showroom
was
comfortable

89

DURING VEHICLE DELIVERY EVALUATION

1. How satisfied were you with the motorcycle delivery.
a. Cleanliness of your purchased motorcycle at delivery
5 =the bike

4 = the bike

3 = somewhat

2 = dirty

1 = dirty and

was spotless ,

was almost

clean

with

had scratch

perfectly

clean and was

hand

marks

cleaned and

handed

marks

handed over

properly

b. Timely delivery of the bike

5 =the bike

4 =the bike

3 = the bike

2 = the

1 = the bikes

was

was delivered

was delivered

bike was

was not

delivered

on the same

on the same

delivered

delivered on

immediately

day but had

day within 2

the same

the same day

after the PDI

to wait for 2

hours

day but

despite of

in the

waiting long.

second

It was

half of

delivered

the day

after 2-3 days

hours

c. Explanation of motorcycle functions at delivery

90

5 =The

4 = the

3 = the

2 = the

1 = the

serviceman

serviceman

serviceman

serviceman

serviceman

explained all

tried to

was not

could

could not

the features

explain all

forthcoming

explain a

explain the

and gave

the features

in explaining

few

features and

complete

and

the features

maintenance

the

maintenance

maintenance

and

tips only

maintenance

tip

tips

maintenance

tips

tips

d. Proper PDI and checks made.

5 =proper PDI

4 = 5 out of 6

3 = 4 out of 6

2 = things

1 = PDI was

was done and the

the things

things were

were noticed

not done

booklet was filled

were checked

checked and

but not

before

and the

the booklet

checked and

delivering

booklet was

was not filled

the booklet

and the

was not

booklet was

filled

not filled

(frame, engine,
electrical ,road
test ,battery,

filled

oiling, tyre check

c. Proper documentation of the delivery done

91

5 =complete

4=

3=

2 = wrong

1=

documentation

documentation

documentation

documentationdocumentation

of delivery was

was done but

was done but

was done

done

few some

most of the

information

information

was

was

incomplete.

incomplete

was not done

AFTER SALES EVALUATION --1. After you bought your new Yamaha , did the dealer staff -a. Salesman follow up for your first experiences.
5=

4=

3=

2=

1 = No

Permission

Permission

Permission

Permission

permission

with date and

taken with

taken but with

not taken

taken.

time taken for

some details

no details

but interest

the first

shown.

follow up

b. Did the dealership remind you for first service due.

92

4=

3 =dealership

2=

1 = dealership

=dealership

dealership

reminded for

dealership

didnt remind

reminded for

reminded for

the first

reminded

for the first

the first

the first

service due a

for the

service due at

service due a

service 2 days

day before

first

all

3 days

before

service on

before

the due
day itself

c. Did the dealership take prompt actions to your complaints.

5=

4 = listened

3 = listen and

2 = just

1 = not

Complains

and resolved

resolve in a

listen

listening and

were heard

long period of

and resolved

time

quickly

F. Please rate the following:

a) Yamaha s sales standard

93

not resolving

5 =all the

4 = 5 out

3 = 4 out

2=

1 = no

features and

of 7

of seven

some

product

benefits were

features

features

features

feature

explained(YTPS,

and

and

were

and

comfort ride,

benefits

benefits

told.

benefit

engine

were

were

Benefits

was told

displacement,

explained

explained

were

CC, brakes

not told

,price, mileage,
petrol tank)

b) Yamaha s service standard

94

5 =all 22

4 = all 22

3 =15 out

2 = few

1 = service

features

of features

of 22

features

was not

were

were

features

were

done

checked,

checked ,

were

checked,

the booklet

the booklet

checked,

but the

was filled

was filled

the booklet

booklet

and the

but the

was filled

was not

customer

customer

but the

filled and

was

was not

customers

the

informed.

informed

were not

customer

informed

was also

not
informed.

CUSTOMER SATISFACTION OF TWO WHEELERS INDUSTRY

1. Name :
2. Gender

(M/F)

3. Marital Status:
95

i.

Married

ii Unmarried

4. Phone No.:
5. Location/Address:
6. Age Group(in years):
i. 18-25

iii 25-35

ii. 35-45

iv Above 45

7. Profession/Occupation :

96

i.

Student

ii.

Service

iii.

Business

iv.

Self
Employed

v.

Others

iv.

50000-

8. Income(in Rs.):
i.

1000015000

ii.

100000

15000-

v.

20000
iii.

Above one
lakh

2000050000

9. Which company bike & model you are having?

i.

Hero

iv.

Honda

ii.

v.

Bajaj
vi.

LML

Yamaha

.
10. Date/Year of Purchase: ..
11. Are you satisfied with the product?
(i)

Honda
..

..
iii.

TVS

Yes

(ii)

97

No

12. What do you like in

the bike?
i.

Speed

ii.

Power/BHP

iii.

Mileage

iv.

Design/Gra

vi.

Colour

vii.

Comfort

viii.

Style

ix.

Quality

x.

Pick up

phics
v.

Brand

13. How did you know about the bike?

(i)

TV

(v)

Family

(ii)

News

(vi)

Internet

Paper/Maga

(vii)

Test Ride

zine

(viii)

User

(iii)

Friend

(ix)

Hoarding

(iv)

Product
Show

14. Why do you drive bike/two wheeler?

(i)

Passion

(iv)

Commuting

(ii)

Self

(v)

Show

(iii)

Satisfaction

Off/Status

Cruising/lo

Symbol

ng Drive

(vi)
98

Power

15. For whom did you purchase the bike?

(i)

Family

(ii)

Yourself

(iii)

Your son

(iv)

Your

Girl

Friend

16. Why did you purchase the bike?

(i)

(ii)

Brand

(iii)

Publicity

Value

(iv)

Scheme

Design

(v)

Gift

17. Which type of brakes do you like in your favorites

bike?
(i)

Disc

(ii)

Brake

Drum
Brake

18. Which types of wheels are attracted by you?

(i)

Spoke

(ii)

wheel

Alloy
wheel

19. Dealership & Location .

20. How was your experience?

99

(i)

Good

(iii)

Excellent

(ii)

Satisfacto

(iv)

Not good

ry

21. if not satisfied, why?

(i)

Sales

(iv)

Product

(ii)

Schemes

(v)

Service

(iii)

Commitm

(ii)

Road

ent
22. Servicing:
(i)

Show
room

Mechanic

23. Did you get the full value of your money with the
product?
(i)

Yes

(ii)

No

100

24. DURING SALES EVALUATION

1. When you bought your new motorcycle, how satisfied were you with the performance of
the dealership sales personal on each the items below:
a. Attitude (friendliness)

1 2 3 4 5

b. Explanations of product features

1 2 3 4 5

c. Explanations of sales terms & conditions

1 2 3 4 5

2. How satisfied are you with the dealer shop:

a. Product display

1 2 3 4 5

b. Cleanliness

1 2 3 4 5

c. Atmosphere

1 2 3 4 5

(PARAMETERS)_
1=VERY BAD 2=POOR 3=AVERAGE 4=GOOD 5=VERY GOOD

25. DURING VEHICLE DELIVERY EVALUATION.

How satisfied were you with the motorcycle delivery:

a. Cleanliness of your purchased motorcycle delivery

1 2 3 4 5

b. Timely delivery of the bike

1 2 3 4 5

c. Explanations of motorcycle functions at delivery

1 2 3 4 5

d. Proper PDI and checks made

1 2 3 4 5

e. Timely documentation of the delivery done

1 2 3 4 5

26. AFTER SALES EVALUATION-

After you bought your new motorcycle, did the dealer staff:
a. Salesman follows up for your first experiences.

1 2 3 4 5

b. Did the dealership remind you for first service due?

1 2 3 4 5

c. Did the dealership take prompt actions to your complaints?

1 2 3 4 5

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

102