A

STUDY

OF

CUSTOMER SATISFACTION OF

TWO WHEELERS

ON

YAMAHA

1
 CONTENT

 INTRODUCTION
 CRITICAL REVIEW OF LITERATURE
 CORPORATE INTRODUCTION
 COMPANY PROFILE
 INDUSTRY PROFILE
 PRODUCTS OF YAMAHA
 SWOT Checklist
 RESEARCH METHODOLOGY
 RESEARCH PROBLEM AND OBJECTIVE
 RESEARCH PROCESS
 RESEARCH DESIGN
 SCOPE OF STUDY
 DATA COLLECTION AND PRESENTATION
 GRAPHICAL DATA ANALYSIS AND ITS INTERPRETATION
 FINDINGS OF RESEARCH
 GAPS IN LITERATURE REVIEW
 SCOPE OF FUTHER RESEARCH
 PROBLEM IDENTIFICATION
 CONCLUSION
 SUGGESTIONS
 LIMITATIONS
 ANNEXTURE
 BIBLOGRAPHY

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 Executive Summary
OBJECTIVE:

To view the satisfaction level of the customers of two wheeler vehicles in Yamaha.

RESEARCH METHODOLOGY:

The research was being conducted through a survey based on questionnaire.

Sample size: 50 respondents

Brand covered: Yamaha

Target area: Amalapuram

Scaling used: 5 point Likert scale.

DATA ANALYSIS:

Analysis was done on the basis of 20 parameters.

Pie charts were used and developed on the basis of these parameters.

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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 inform 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.

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INCRAESING NEED OF MARKETING RESEARCH

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.
2. 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.
3. Wide gap between producers and consumers: - marketing research is needed as there is a
wide gap between users 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.
4. 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 needed for the study of changes in the pattern
of consumption and corresponding adjustment in the marketing planning, policies strategies.
5. Growing importance of consumers in marketing:-Consumers occupy key position in
modern marketing system. They are now well informed about market trends, goods available,

5
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.
6. 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 Sing 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.
7. 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 organization. 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, analyzed 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.

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CRITICAL REVIEW OF LITERATURE

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 behaviours 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, Inter-departmental Teamwork, Front line Service
Behaviours, 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. Consumer's 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 analyse 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 favour 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 ness 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 tern m, 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

7
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:

 Yamaha's objective: - It produces bikes that have speed and power irrespective of the

mileage.

 Customer’s age: - 20-35 years.

 Income group: - Upper middle class and high class

 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 2014 TNS Motorcycle Total Customer Satisfaction Study
conducted by TNS Automotive.

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The study says that newly launched motorcycles including the Splendor plus and Glamour from
Hero Honda, Pulsar 220 from Bajaj Auto and Bullet 350 from Royal 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 term of stated importance while Salesperson Knowledge impacts
largely on retention.

Premium segment buyers are the centre of focus for all of the manufacturers that have educated the
customer and empowered him to consciously after 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 on 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.

9
CORPORATE INTRODUCTION

10
 COMPANY PROFILE

INTRODUCTION:
About India Yamaha Motor Pvt. Ltd.

Yamaha made its initial foray into India in 1985. Subsequently, it entered into a
50:50 joint venture with the Escorts Group in 1996. However, in August 2001, Yamaha acquired its
remaining stake as well bringing the Indian 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 its100 cc 2-
stroke motorcycle RX 100. Since then, it has introduced an entire range of 2-stroke and 4-stroke
bikes in India. Presently, its product portfolio includes Crux (100cc), Alba (106cc), Gladiator
(125cc) and YFR15 (150cc).

VISION
We will establish YAMAHA as the "exclusive & trusted brand" of customers by
"creating Kando" (touching their hearts) the first time and every time with world class products &
services delivered by people having "passion for customers".

MISSION
We Are Committed To:

Be the Exclusive & Trusted Brand renowned for marketing and manufacturing of
YAMAHA products, focusing on serving our customer where we can build long term relationships
by raising their lifestyle through performance excellence, proactive design & 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.

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FOUNDING HISTORY
Paving the Road to Yamaha Motor Corporation.

"I want to carry out trial manufacture of motorcycle engines." It was from these words spoken
by Genichi Kawakami (Yamaha Motor's first president) in 1953, that today's Yamaha Motor Company was
born.

"If you're going to do something, be the best."

GENICHI KAWAKAMI

The First Yamaha Motorcycle... The YA-1.

Then, in January of 1955 the Hamakita Factory of Nippon Gakki was built and
production began on the YA-1. With confidence in the new direction that Genichi was taking,
Yamaha Motor Co. Ltd. was founded on July 1, 1955. Staffed by 274 enthusiastic employees, the
new motorcycle manufacturer built about 200 units per month.

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Genichi Kawakami's history with Yamaha was long and rich. He
saw the new corporate headquarters in Cypress, California and
the 25th Anniversary of Yamaha become a reality in 1980, He
also watched bike #20 million roll off the assembly line in 1982.
Genichi passed away on May 25, 2002 yet his vision lives on
through the people and products of Yamaha, throughout the
world.

Yoshihiro Hidaka has been serving as Executive President,

President and Representative Director in Yamaha Motor Co.,
Ltd. since January 1, 2018. He joined the Company in April
1987. His previous titles include Executive Officer, Senior
Executive Officer, and Director of 1st Business in Main MC
Business Unit, Director of 2nd Business in Main MC Business
Unit, Director of 3rd Business in Main MC Business Unit and
Director of ASEAN Sales in 1st Business Unit in Main MC
Business Unit in the Company. He used to serve as Vice
President in a subsidiary, Yamaha Motor Corporation, U.S.A.

CREATING BREAKTHROUGHS EXPANDING OPPORTUNITIES

Correctly ascertaining changes in social values and pursuing the challenge of creating uniquely
Yamaha value to become an even larger and more unique company.

Date of Establishment July 1, 1955

Headquarters 2500 Shingai, Iwata, Shizuoka 438-8501,Japan.

Capital 56,532 Millions of yen (as of Mar 2017).

President YOSHIHIRO HIDAKA

Employees 52,660 (as of Dec 31, 2014)

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Major Consolidated Subsidiaries
Net Sales
Yamaha Motorcycle Sales Japan Co., Ltd.
Yamaha Motor Powered Products Co., Ltd.
Yamaha Motor Corporation, U.S.A.
Yamaha Motor Manufacturing Corporation of America
Yamaha Motor Europe N.V.
PT. Yamaha Indonesia Motor Manufacturing
Yamaha Motor Vietnam Co., Ltd.
India Yamaha Motor Pvt. Ltd.
Yamaha Motor Taiwan Co., Ltd.
Thai Yamaha Motor Co., Ltd.
Yamaha Motor do Brasil Ltd.
¥1,670.1 billion (as of Mar 2017)

vs. 2016 level Up 11.1% (Increased ¥167.3 billion)

Japan,
10.20%
Others,
11.70%
Asia,
43.90%

North
America,
21.40%
Europe,
12.80%

Major Services Products & Manufacture and sale of motorcycles, scooters, electro-
hybrid bicycles, boats, sail boats, Water Vehicles, pools, utility boats, fishing boats, outboard
motors, diesel engines, 4-wheel ATVs, side-by-side vehicles, racing karts, golf cars, mi-purpose
engines, generators, water pumps, snowmobiles, small-sized snow throwers, automotive engines,
intelligent machinery, industrial-use remote control helicopters, electrical power units for
wheelchairs, helmets production, processing and sales of agricultural and marine products and
microorganisms Import and sales of various types of products, development of tourist businesses
and management of leisure, recreational facilities and Related Services.

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 2017 Net Sales ¥1,670.1 billion vs. 2016 level Up 11.1% (Increased ¥167.3 billion)

Other Products Power Products

Industrial
9% 4%
Machinery and
Robots
Marine 5%
Products
19%

Motorcycles
63%

HISTORY OF THE YAMAHA MOTOR GROUP

1962
 Won Novice 250 and 350cc Classes Of 1st All Japan Road Race Championship
 Motorcycle Development Operations Transferred From Yamaha Technological Research
Institute to YMC Headquarters
1966
 Full Export Operations Transferred From Nippon Gakki To YMC
 Yamaha-Built Toyota 2000GT Sets World Records in 3 Speed trials Categories and
International Records in 13 Categories
1967
 First Yamaha Racing Kart Model "RC100" Released
1975
 CT Campaign" Launched With Aim Of Reducing Cost By 7%
1976
 First Yamaha Industrial Robot Model, An "Are Welding Robot" Released
 First Yamaha Marine Diesel "MD35" Released

1987
 First Yamaha-Made Surface Mounter "21 Series" Released
1990
 Corporate mission; we create kando-Touching people's hearts and long term
Management vision announced
2005
 Takashi Kajikawa Appointed As Sixth YMC President.
 New Medium-Term Management Plan "NEXT 50 Phase I1" Announced
 Yamaha Captures Moto GP Triple Crown By Winning The Rider, Team And Manufacturer
Titles

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2006
 Motorcycle Manufacturing Factory Yamaha Motor Manufacturing West Java (YMMWJ)
Founded In Indonesia
 Mass Production Of Astaxanthin As A Supplement Begun At Factory In Fukuroi, Shizuoka
 Global Parts Center Established In Fukuroi City, Japan And Full Operations Begun
 Compliance Promotion Committee Established
2007
 Yamaha Motor Philippines, Inc. (YMPH) Began Manufacturing And Sales Of Motorcycles
 Yamaha Motor’s First Health Supplement, “ASTIVO,” Launched In The Market
2008
 Launched The Long-Term Vision “Frontier 2020”And Initiated Phase I Of The Vision, The
New Medium-Term Management Plan
 Yamaha Motor Cambodia Co., Ltd. (YMKH), A Joint Venture Company For The
Manufacture And Sale Of Motorcycles, Founded
 India Yamaha Private Limited (IYM) Founded Jointly With Mitsui & Co., Ltd. For The
Manufacture Of Motorcycles
 Global Training Center Opened In Indonesia
2009
 Announced Policies And Measures To “Return To Profitability On A Consolidated Income
Basis In Fiscal 2010” And “Achieve A Consolidated Operating Income Margin Of 5% In
Fiscal 2012,” In View Of The Revised Forecasts Of Business Performance
 Yamaha Motor Co., Ltd. And Yamaha Marine Co., Ltd. Merged
2010
 Yamaha Motor Withdrew From Life Science Business
2011
 Consolidation Of Iwata South Factory’s Engine Assembly Lines With Main Factory’s
Motorcycle Assembly Plant Completed
 IM Business Established YIME In Europe And YIMA In The United States
 Commenced Increased Production Of Utility Boats To Support Reconstruction Efforts In
Eastern Japan
2012
 Design Center Established
 ASEAN Integrated Development Center
(Thailand) And India Procurement Center Established
 Began Supplying Electrically Power Assisted Bicycle Drive Units On OEM Basis In Europe

16
 INDUSTRY PROFILE

The Indian automotive industry consists of five segments: commercial vehicles;

multi-utility 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 FY
2005, 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
Two-wheelers 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 divers consumer
Needs

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

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PRODUCTS OF YAMAHA

Yamaha Motor Company Limited: -

A Japanese motorized vehicle producing company (whose HQ is at 2500

Shanghai, 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, Heike 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 mono-shock 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, Non-factory "privateer" teams dominated the 250cc World
Championship with Great Britain’s Rodney Gould winning the title on a Yamaha TD2.

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YAMAHA LAUNCHING INDIA'S FIRST SPORTS BIKE
I recall during 80's riding in Rx100 was a great passion for all bike lovers.
Yamaha name was become a house hold name in most of the house in India because of one only
Rx100. All young boys loved that bike and its melodious sound. But later Yamaha was not able
imprint the same passion with another model though the reputation of Yamaha was highest among
bike lovers who admire the amazing style and performance of YAMAHA RI and YAMAHA R6 yet
another catchy name associated with Yamaha was the legendary Valentino Rossi.

YAMAHA RX 100

VALENTINO ROSSI

What would the average Indian fan expect from designers like YAMAHA?

They dream nothing less than riding in Rl in the streets of India! Its dream for
all of us to move with speed of wind in the streets of Cochin kaloor and Marine Drive .well this
dream seems distant but what Yamaha can contribute nothing less than what they promised in latest
Auto Expo in New Delhi...The launch of YZF R-15. Company official says i's the DNA of R1.

YAMAHA RI > YAMAHA YZF-R15

This will really shake the concept of Indian two wheeler Market. Yamaha has
really initiated the process months back with the launch of YAMAHA R1 in selected showrooms. I
got the privilege to interact with the distributors of R1, the confidence levels are much above they
expected but average Indian youth will not be able to spend Rs 10.5 lakhs for a bike so the benefit
has not extended to majority.

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 YAMAHA YZF R 15 will fulfil this dream. Surely, this will be the first bike
to set a bench mark in India. Company officials' have kept the specification as secret but different
rumours are there, all are matching with one point that R15 will be 150 CC
Years back YAMAHA has launched another outstanding bike in 125 CC
segment in Asian markets
YZF-R1 -State-of-the art race technology
The YZF-R is a legend of the supersport world, an acclaimed one-litre performer that's become a
motorcycling icon, an all-powerful World Superbike race-winning machine that's also a monument
to the power of beauty. The RI's performance is electrifying and yet what makes this motorcycle
truly remarkable is its superbly rider-friendly character because Yamaha's avant-garde, race-bred
technology puts you confidently in control.

MOTORCYCLE MODELS
Yamaha has made an extensive number of two- and four-stroke scooters, on
road 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
MOTOR CYCLES
 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
 Yamaha crux
 Yamaha FZS

20
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 Neos
 Yamaha BWS
 Yamaha Morphous
 Yamaha XF50X (C3/Vox/Giggle)
 Yamaha FS1 (Yamaha FS1E)
 Yamaha Legend
 Yamaha DT50
 Yamaha TZR
 Yamaha QT50
GOLF CARTS
 Yamaha
 Yamaha Drive
PERSONAL WATERCRAFT
 Wave Runner
WHEELCHAIRS
 JW Active
 JW-I
 Nesquick sponsored Race chair
WHEELCHAIR UPGRADE PARTS
 JWX-1
 JW-II
 JW-I
 Wetard chair 85

21
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
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 strokes. 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 Parks 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 outputs 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-tech 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 snow-cross in the winter of 2006-07 with their introduction of a factory race team
headed by former Arctic Cat racer Robbie Malinoski.

22
CURRENT LINE-UP
 Bravo
 Apex
 Attack
 Nitro
 FX Nitro
 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
 Snow Sport
 SRV 540
 SRX
 SRX 440
 SX R
 SX Viper/Venom
 Venture
 VK 540
 VMAX
 VMAX SX
 Vmax
 Vmax-4

23
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
 4 stroke jet drive series
 2 stroke V6
 2 stroke portable / midrange
KART ENGINES
KT SERIES 2 STROKE
 KT100SD
 KT100SC
 KT100SEC
 KT100SP
 KT100J
 KT100AX
 KT100A2

24
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 engine 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
Geertz. 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
 G31E
 G31AL

25
  Engine o MT series (2 stroke)
 MT 110
 MT 110 VLS o MZ series (4 stroke)
 MZ 125
 MZ 175
 MZ 200 (New Model)
 MZ 250
 MZ 300
 MZ 360
 Underground oil tank
 My Tank
 Oil separator
 Pattol series
 Food additive
 Gas heat pump
 M series
 SH series
 3HP multi o Living mate
 YCJ series

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.

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

26
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 HHMLs Karizma 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 aromatic 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 Active, that brought in new technology (besides aromatic
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 FY2014, two-wheeler exports increased by 37% over the corresponding
previous, led mainly by motorcycles even as exports of other two-wheelers 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 FY2014 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 Autos 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 two- wheelers that include Bike,
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

27
 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

 Yamaha’s 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 customers 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.

28
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 Yamaha’s 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 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 point bipolar Liker 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.

29
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:

 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.

30
Sample Size:

A total of 50 people have been questioned for the purpose of filling up the questionnaire. •

Details of the Survey Conducted

50
Sample Size
20-25 years
25-30 years
Target Population
30 and above

Area Covered Amalapuram Rural Areas

Sampling Judgmental Simple Random

Type of Questionnaire
Structured 5 point bipolar liker Scale

Type of Questions Close ended Questions

31
 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

32
 DATA COLLECTION AND INTERPRETATION

The research required collection of firsthand 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.

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
liker 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 station
 Educational institutes
 Vehicle showrooms
 Mails
 Residential areas

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.

33
 GRAPHICAL 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 tonon
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. Explanation of product features by the dealer
vii. Sales terms and conditions
viii. Product display in the showroom
ix. Cleanliness 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 complain
xix. Replacement condition

34
 GRAPHICAL DATA INTERPRETATION

1. Which age group of customer prefer bike most?

Above
Age Group 18-25 25-35 35-45
45
Percentage 65% 20% 10% 5%

Age group of customers towards motor bike

70%

60%

50%

40%

30%

20%

10%

0%
18-25 25-35 35-45 Above 45

Age Group

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.

35
 2. How do professional/occupational people show there preference towards motor bike?

Student 45%

Service 40%

Business 5%

Self Employed 5%

Others 5%

Professionally/Occupy. Attitude towards motor bike

Others
Self Employed
5%
5%

Business
5%

Student
45%

Service
40%

Interpretation:

36
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.

3. How do income wise customer show their interest towards motor bike?

10000-15000 35%
15000-20000 40%
20000-50000 15%
50000-100000 5%
Above onelack 5%

Incomewise customer attitude towards motor bike

Above onelack
50000-100000 5%
5%

20000-50000 10000-15000
15% 35%

15000-20000
40%

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.

37
 4 .Which Company’s bikes customer would like to purchase?

Hero 40%
Honda
Bajaj 45%
Yamaha 10%
TVS 3%
others 2%

Honda Bike & Model like by all

others
2%
TVS
3%
Yamaha
10%
Hero Honda
40%

Bajaj
45%

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.

38
 5. Which features of a bike customer would like to prefer most while purchasing?

Speed 40%
Power/BHP 5%
Mileage 30%
Design 5%
Brand 5%
Pick up 2%
Color 5%
Comfort 8%

Bikes are generally adopt by

45%
40%
40%
35%
30%
30%
25%
20%
15%
10%
5% 8%
5% 5% 5% 2% 5%
0%
Speed Power/BHP Mileage Design Brand Pick up Color Comfort

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.

39
 6. How do people come to know about bikes?

TV 35%
Newspaper 15%
Friend 12%
Product Show 10%
Family 8%
Test Ride 2%
Internet 10%
Hoarding 8%

People know about the bike through:

Hoarding
8%
Internet
10%

TV
Test Ride 35%
2%
Family
8%

Product Show
10%
Newspaper
Friend 15%
12%

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.

40
 7. Why did you purchase a bike?

Brand 80%
Value
Design 5%

Publicity 14%

Scheme 0%

Gift 1%

Why did you purchase a bike?

90%
80%
80%
70%
60%
50%
40%
30%
20%
10% 14%
5% 0% 1%
0%
Brand Value Design Publicity Scheme Gift

Purchase group

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.

41
 8. How was your experience after using the bike?

Good 20%

Excellent 75%

Satisfactory 5%

Not Good 0%

Customer attitude towards experience?

Not Good
Satisfactory 0% Good
5% 20%

Excellent
75%

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.

42
 9. Where does customer want the servicing of his motor bike to be done?

Showroom 95%

Road 5%
Mechanic

Customer attitude towards servicing of motor bike

Road
Mechanic
5%

Showroom
95%

Interpretation:
The main important thing that the motor bike servicing factors where it will be better do for that.
95% customer’s attitude towards servicing of motor bike in showroom and rest of road mechanic.

43
 10. Do customers get full value of money for the bike they purchased?

Yes 100%

No 0%

Customer attitude towards full value of money with the product

Chart Title
Yes
100%
No
0%

Yes No

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

44
 11. Are customers satisfied with the performance of their bikes?

Yes 99.5%

No 0.50%

Customer satisfaction towards bike products

Yes
99%

No
1%

Yes No

Interpretation:
Approximately 100% customer satisfaction level of motor bike products and a rarely can say that
no comments about it

45
 12. Which type of brakes is mostly preferred by the customers?

Yes 85%

No 15%

Customer attitude towards Brakes favorite bike?

Disc brake
85%

Drum
brake
15%

Disc brake Drum brake

Interpretation:
The main factor is used for customer favorably through disc brake and drum brake. It is 80% used
disc brake and rest of used drum brake.

46
 13. Which types of wheels are mostly preferred by the customers?

Spoke
20%
Wheel

Alloy
80%
Wheel

Customer attitude towards types of wheel attracted?

Spoke Wheel
Alloy
80% Wheel

20%

Spoke Wheel Alloy Wheel

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

47
 14. Are customers satisfied with the dealer services of their bikes?

Extremely 45%
Well
Very Well 50%
Average Not
Very Well 5%

Not Well at All 0%

Customer attitude towards the feel the dealer services represent the current brand

Chart Title

50%
40%
30%
20%
10%
0%
Extremely Well Very Well Average Not Not Well at All
Very Well

Interpretation:
Yes, 50% customers has been highlight about brands and can have very well whenever 45%
extremely well and rest of average.

48
 FINDINGS OF RESEARCH
The chart represents the analysis of the covered brands on the basis of different probably buy

BRANDS
HERO HONDA BAJAJ YAMAHA BAJAJ SUZUKI TVS
PARAMETERS

Gender Male Male Male Male Male Male

Marital Unmarried Unmarried Unmarried Unmarried Unmarried Unmarried

status

Profession Salaried Salaried Salaried Salaried Salaried Salaried

Education Graduate Graduate Graduate Graduate Graduate Graduate

Dealer's
Good Good Good Very good Good Very good
Attitude
Explanation
of product Good Good Very good Good Good Good
Feature
Sales terms
and
Very good Good Good Good Average Good
conditions

Atmosphere
Good Good Good Average Good Good
Cleanliness
Good Good Good Very good Good Average
Timely Very good
delivery of Good Good Good Average Good Good
bike
Salesman
Average Good Good Average Average Average
follow up
Time taken in
document Good Good Good Good Good Good
action

49
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 it's good.

4. Hero Honda and Honda are most favoured 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. Yamaha is best when sales follow up after delivery is concerned.

7. The most important point 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.

50
 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

51
SCOPE OF FURTHER RESEARCH

There are various conclusions that can be arrived at regarding the Indian
two wheeler industry after the execution of this research. Still the research cannot 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 behaviour of Indian two wheeler industries.

 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.

52
 PROBLEM IDENTIFICATION

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.

53
 CONCLUSION

 From the research following facts about Indian two wheeler industries has been inferred:

 Age group 21-35 year’s

 Profession Mostly salaried

 Customers are generally satisfied with attitude of dealers at the time of sales

 Every brand of bikes has a poor response in terms of sales follow up

 Hero Honda is the most famous brand.

 Favoured bikes in today's date are

 Hunk

 Pulsar

 Apache

 Customers stress on quality as complimentary to looks

 Mileage is what everybody wants.

 In fact, the dealership of Amalapuram is found good having with customer’s attitude

and behaviour to Dealership evaluation other than found of Noida then Greater

Noida.

54
 SUGGESTIONS

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 have any successful bike in these
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 also 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.

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 LIMITATIONS

1. Research was limited to only two wheeler motorcycle industry

2. Research was restricted to Noida only.

3. Since 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 behaviour pattern was also studied.

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 ANNEXTURE

Questioner

1. Which Age Group Of Customer Prefer Bike Most?

A.18-25 B.25-35 C.35-45 D. Above 45

2. How Do Professional/Occupational People Show Their Preference Towards Motor Bike?

A. Student B. Service C. Business D. Self-Employed

3. How Do Income Wise Customer Show Their Interest Towards Motor Bike?

A. 10,000 - 15,000 B. 15,000-20,000 C. 20,000-50,000 D. 50,000-1 Lakh

4 .Which Company’s Bikes Customer Would Like To Purchase?

A. Hero Honda B. Bajaj C. Yamaha D. TVS E. Others

5. Which Features Of A Bike Customer Would Like To Prefer Most While Purchasing?

A. Speed B. Power/ BHP C. Mileage D. Design E. Brand F. Pick-UPG. Color G.

Comfort

6. How Do People Come To Know About Bikes?

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 A. TV B. Newspaper C. Friend D. Product E. Family F. Test Ride G. Internet H.
Hoarding

7. Why Did You Purchase A Bike? 8. How Was Your Experience After Using The Bike?

A. Brand Value B. Design C. Publicity D. Scheme E. Gift

8. How was your experience after using the bike?

A. Good B. Excellent C. Satisfactory D. Not Good

9. Where Does Customer Want The Servicing Of His Motor Bike To Be Done?

A. Show Room B. Road Mechanics

10. Do Customers Get Full Value Of Money For The Bike They Purchased?

A. Yes B. No

11. Are Customers Satisfied With The Performance Of Their Bikes?

A. Yes B. No

12. Which Type Of Brakes Is Mostly Preferred By The Customers?

A. Disk Brake B. Drum Brake

13. Which Types Of Wheels Are Mostly Preferred By The Customers?

A. Spoke Wheel B. Alloy Wheel

14. Are Customers Satisfied With The Dealer Services Of Their Bikes?

A. Extremely Well B. Very Well C. Average Well D. Not Well At All

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 BIBLOGRAPHY

WEB SITES

 www.indianauto.com
 www.yamahamoters.com
 www.bikes.com
 www.yamahamotersindia.com

SOFTWARE

 Ms word
 Paint

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