RESEARCH PROJECT REPORT

ON

CUSTOMER SATISFACTION
OF
TWO WHEELERS INDUSTRIES
WITH SPECIAL REF. TO

At Gr.Noida
In the partial fulfillment of the requirement of
MASTER OF BUSINESS ADMINISTRATION
(2009-2010)

SUBMITTED TO SUBMITTED BY
MR. SACHIN SRIVASTAVA NISHANT BHATNAGAR
(PROJECT GUIDE) MBA (3rd Sem.)
Roll No. 09sbsmba040
2
AT A GLANCE

3
 ACKNOWLEDGEMENT

It is a pleasure to record my thanks and gratitude to persons and organizations whose generous
help and support enabled me to complete this project within the stipulated time period. My
special thanks are due to Ms. Swati Kumar, Sales & Marketing, Yamaha Motors Ltd., for her
active help and support in making me understand Indian two wheeler industry, who guided me
at each step during my training period and without whom preparation of this report would not
have been possible. I would like to thanks Mr. Sachin Srivastava, project guide, School of
Business Studies, Sharda University, who guided me for the industrial training.

I am greatly indebted to all those persons who have helped me in some way or other in the
completion of the project.

NISHANT BHATNAGAR
MBA (3rd SEM)

TABLE OF CONTENTS
4
Chapter.-1 INTRODUCTION 07

Chapter.-2 CRITICAL REVIEW OF LITERATURE 12

Chapter.-3 CORPORATE INTRODUCTION 16

Company profile 17

Industry profile 22

Products of Yamaha 23

SWOT checklist 38

Chapter.-4 RESEARCH METHODOLOGY 40

Research problem and objective 41

Research process 41

Research design 42

Scope of study 44

Chapter.-5 DATA COLLECTION AND PRESENTATION 45

Chapter -6 GRAPHICAL DATA ANALYSIS AND ITS

INTERPRETATION 47

Chapter.-7 FINDINGS OF THE RESEARCH 63

Chapter.-8 GAPS IN LITERATURE REVIEW 67

Chapter-9 SCOPE OF FURTHER RESEARCH 69

5
Chapter.-10 PROBLEM IDENTIFICATION 71

Chapter.-11 CONCLUSION 73

Chapter.-12 SUGGESTIONS 75

Chapter -13 LIMITATIONS 77

Chapter -14 ANNEXTURE 79

Chapter -15 BIBLIOGRAPHY 83

EXECUTIVE SUMMARY

OBJECTIVE :

• To view the satisfaction level of customers for two wheelers industries.

RESEARCH METHODOLOGY :

The research had to be conducted through a survey based on questionnaires

• Sample Size –

200 Respondent.

6
• Brands Covered –

 Hero honda

 Bajaj

 Honda

 Tvs

 Suzuki

 Yamaha

• Target Area –

 New Delhi

 Noida

 Greater Noida

• Sampling Used –

simple random.

• Scaling Used –

5 point likert scale .

7
DATA ANALYSIS :

Analysis was done on the basis of 22 parameters. Bar charts were developed on
these parameters which compare different brands in the 2 wheeler industry with the help
of these charts. Yamaha’s position in the market is found and analyzed .

SUGGESTIONS :

• Introduction of new brands may turn the market oligopolistic but will definitely
increase the market share.

• Looks and style should not be over stressed as compared to quality and mileage.

• Yamaha does not have any successful 150 cc bike.

• Yamaha’s R & D facilities should coordinate with the marketing wing to give
customers what they want.

• Secondary research shows that Yamaha has good brand awareness. But when it comes
to real market, it is an illusion.

• 360 degree marketing approach with aggressive promotional campaigns should be

followed.

• Focus should be on young teenagers and executives as they represent largest portion of
the bike user segment.

8
• Provide better sales follow up which almost every brand lacks.

• Indian customers generally do not use bike for fashion but as a necessity so mileage
should be a concern.

9
 CHAPTER 1
INTRODUCTION

INTRODUCTION
10
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.

11
INCREASING 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 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 behavior. 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
12
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, 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 using certain non-price factors. The shifting of competition
from price to non-price factors has made marketing of consumer goods more
13
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.

14
 CHAPTER 2
CRITICAL REVIEW OF
LITERATURE

15
 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, Inter-departmental 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. 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 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

16
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
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:

• Yamaha’s objective –

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

• Customer’s age –

20-35 years.

Income group -

17
 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 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.

18
Premium segment buyers are at the center of focus for all of the manufacturers that have
educated the customer and empowered him to buy consciously after comparing all the
options, now he expects manufacturers to give him the best technology, he questions
salesperson and look for the best financing options available and demands quick service.
For future purchases the preference for motorcycles with high engine capacity (150cc and
above) is seen in all four regions of the country however it is almost 70% in south closely
followed by west. Across the country, close to 24% of current motorcycle owners intend
to upgrade to a four-wheeler as their next vehicle

19
 CHAPTER 3
CORPORATE
INTRODUCTION

20
 COMPANY PROFILE

About Yamaha motors India sales 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 2-stroke
motorcycle RX 100. Since then, it has introduced an entire range of 2-stroke and 4-stroke
bikes in India. Presently, its product portfolio includes Crux (100cc), Alba (106cc) and
Gladiator (125cc), and YZFR15 (150cc).

21
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

22
We put customers first in everything we do. We take decisions keeping the customer in
mind.

Challenging Spirit

We strive for excellence in everything we do and in the quality of goods & services we
provide. We work hard to achieve what we commit & achieve results faster than our
competitors and we never give up.

Team-work

We work cohesively with our colleagues as a multi-cultural team built on trust, respect,
understanding & mutual co-operation. Everyone's contribution is equally important for
our success.

Frank & Fair Organization

We are honest, sincere, open minded, fair & transparent in our dealings. We actively listen
to others and participate in healthy & frank discussions to achieve the organization's goals.

Manufacturing Process:

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

(Haryana) and Surajpur (Uttar Pradesh). Currently 10 models roll out of the two Yamaha
Plants.

The infrastructure at both the plants supports production of motorcycles and its 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
23
Yamaha works to realize

Our corporate mission of realizing Kando

Yamaha Motor is a company that has worked ever since its founding to build products
defined by the concepts of “high-quality and high-performance” and “light weight and
compactness” as we have continued to develop new technologies in the areas of small
engine technology and FRP processing technology as well as control and component
technologies.

It can also be said that our corporate history has taken a path where “people” are the
fundamental element and our product creation and other corporate activities have always
been aimed at touching people’s 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.”

24
 Hierarchical Structure

Managing Director and CEO

Senior Vice President

Vice President Top Management

Associate Vice President

Chief General Manager

General Manager Senior Management

Deputy General Manager

Chief Manager

Manager Middle Management

Assistant Manager

Senior Superintendent

Senior Officer

Officer Operational Staff

Assistant Officer

25
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 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
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 diverse
consumer needs.

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

26
27
YAMAHA PRODUCTS

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

28
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.

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
MOTORCYCLES

• Yamaha Alba
• Yamaha Frog
• Yamaha Libero
• Yamaha Gladiator
• Yamaha Mest
• Yamaha Eccy
• Yamaha Passol
• Yamaha EC-02
• Yamaha Passol-L
• Yamaha Yz85
• Yamaha V-Star
• Yamaha YZF-R1
• Yamaha FZ1

MOPEDS

29
 • 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 Legend
• Yamaha DT50
• Yamaha TZR
• Yamaha QT50

GOLF CARTS

Yamaha
Yamaha Drive

PERSONAL WATERCRAFT

• Wave Runner

WHEELCHAIRS

• JW Active
• JW-IB
• Nesquick sponsored Race chair

WHEELCHAIR UPGRADE PARTS

• JWX-1
30
 • 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

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 Park's stringent emission requirement. However, the Yamaha received much
criticism for its weight disadvantage when compared to similar two-strokes, despite its

31
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.

CURRENT LINE-UP

• Bravo
• Apex
• Attack
• Nitro
• FX Nitro
• Phazer (4th Generation)
• RS Rage
• RS Vector
• RS Venture
• VK Professional

SIGNIFICANT PREVIOUSLY PRODUCED MODELS

32
 • 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

SNOWBLOWERS

• YT-600E
• YT-600ED
• YT-660EDJ
• YS-870
• YS-870J
• YS-1070
• YT-1080ED
• YT-1080EX
• YT-1290EX
• YT-1290EXR

33
 • 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
• Full list

KART ENGINES
KT SERIES 2 STROKE

• KT100SD
• KT100SC
• KT100SEC
• KT100SP
• KT100J
• KT100AX
• KT100A2

OTHER VEHICLES

34
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 Goertz.
While the Yamaha/Nissan partnership never progressed beyond the prototype stage,
Toyota took up the design and released the Toyota 2000GT.

Yamaha is also one of the big 4 companies in the Personal water craft market.

WATER PURIFIER
ALKALION PURIFIER

• OH-A21N

PURIFIER

• OH-U20-SA2
• OH-U20-SB1
• OH-U30-HS
• OH-U30-KA4
• OH-U30-SB3
• OH-U40-KA2
• OH-U40-SB1

BUSINESS MACHINES

35
 • Robot
• Surface mounter
• Pool
• CNC machine
• Golf car
o G31E
o G31AL
• 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
o My Tank
• Oil separator
o Pattol series
• Food additive
• Gas heat pump
o M series
o SH series
o 3HP multi
o Living mate
o YCJ series

36
MARKE 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 4-stroke 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 Moped
Price*(Rs. as
in January > 22,000 > 30,000 > 12,000
2008)
2-stroke, 4-
Stroke Mainly 4-stroke 2-stroke
stroke
Engine
90-150 100, 125, > 125 50, 60
Capacity (cc)
Ignition Kick/Electronic Kick/Electronic Kick/Electronic
Engine Power
6.5-9 7-8 and above 2-3
(bhp)
Weight (kg) 90-100 > 100 60-70
Fuel
Efficiency 50-75 50-80+ 70-80
(km per litre)
Load
High Highest Low
Carrying

37
SEGMENT MARKET 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 two-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 most.

Scooters are perceived to be family vehicles, which offer more functional value such as
broader seat, bigger storage space and easier ride. However, with the second-hand car
market developing, a preference for used cars to new two-wheelers among vehicle buyers
cannot be ruled out. Nevertheless, the past few years have witnessed a shift in preference
towards gearless scooters (that are popular among women) within the scooters segment.
Motorcycles offer higher fuel efficiency, greater acceleration and more environment-
friendliness. Given the declining difference in prices of scooters and motorcycles in the
past few years, the preference has shifted towards motorcycles. Besides a change in
demographic profile, technology and reduction in the price difference between motorcycles
and scooters, another factor that has weighed in favor 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.

38
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), and 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).

39
 Technological tie-ups of Select Players

Nature of Alliance Company Product

Bajaj Auto Technological tie- Kawasaki Heavy Motorcycle
up Industries Ltd, Japan s

Technological tie- Tokyo R&D Co Ltd, Two-

up Japan wheelers
Technological tie- Kubota Corp, Japan Diesel
up Engines
HHML Joint Venture Honda Motor Co, Japan Motorcycle
s

Tie up for Italjet, Italy Scooters

KEL manufacturing
and distribution
LML Technological tie- Daelim Motor Co Ltd Motorcycle
up s
Hero Motors Technological tie- Aprilia of Italy Scooters
up

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,
40
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.

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 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 Activa, that brought in
new technology (besides aromatic transmission) to further differentiate themselves. Thus,

41
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 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
FY2007 and are expected to increase further in the medium term.

Although the Indian two-wheeler manufacturers have forayed on their own in their target
export markets, there have been instances of tie-ups with the technology partners. Bajaj
Auto's tie-up with Kawasaki to jointly market Bajaj products in

Philippines is a case in point. Under the tie-up, M/s Kawasaki Motors Philippines
Corporation has been appointed as exclusive distributors to market select Bajaj 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.

42
 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.

43
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.

44
 CHAPTER 4
RESEARCH
METHODOLOGY

45
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:

46
 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 5 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.

• 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.

47
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

48
Sample Design:

Sampling may be defined as the selection of the some part of an aggregate or totality on the
basis of which a judgment or interference about the aggregate or totality is made. It is the
process of obtaining information about entire population by examining only a part of it in
which generalizations or influences are drawn based on the sample about the parameter of
population from which samples are taken.

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

• Details of the Survey Conducted

Sample Size 200

Target Population 20-25 years

25-30 years

30 and above

Area Covered Delhi/ New Delhi, Noida &

Greater Noida
& Semi-urban And Rural Areas

Sampling Judgmental Simple Random

Type of Questionnaire Structured 5 point bipolar liker

Scale

Type of Questions Close ended Questions

49
 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.

50
51
 CHAPTER 5
DATA COLLECTION
AND INTERPRETATION

52
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.

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 stations

• Educational institutes

• Vehicle showrooms

• Malls

• Residential areas , and

• Factories

The results and responses were recorded on a SPSS data viewer (Statistical Package for
Social Sciences) parameters were defined on a SPSS variable viewer . The next step was
to run the SPSS and acquire specific results pertaining to the research done.

The findings and analysis complementing to results are discussed in the chapters to
follow.

53
 CHAPTER 6
GRAPHICAL DATA
ANALYSIS

54
 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. customer’s 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 complains

xix. Replacement condition

GRAPHICAL DATA INTERPRETATION

55
 1. Which age group of customer prefer bike most?

Age Group 18-25 25-35 35-45 About 45

Percentage 65% 20% 10% 5%

Age group of customers towards motor bike

70% 65%

60%
50%
40%
Percentage
30%
20%
20%
10%
10% 5%

0%
18-25 25-35 35-45 About 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.

2. How do professional/occupational people show there preference towards

motor bike?

56
 Student 45%

Service 40%

Business 5%

Self Employed 5%

Others 5%

Professionally/Occup. attitude towards motor bike

Self Employed, 5% Others, 5%

Business, 5%
Student, 45%

Service, 40%

Student Service Business Self Employed Others

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.

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

57
 10000-15000 35%

15000-20000 40%

20000-50000 15%

50000-100000 5%

Above one
lack 5%

Incomewise customer attitude towards motor bike

Above one lac
5%
50000-100000
5%

20000-50000 10000-15000
15% 35%

15000-20000
40%

10000-15000 15000-20000 20000-50000 50000-100000 Above one lac

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.

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

58
 Hero Honda 40%

Bajaj 45%

Yamaha 10%

TVS 3%

Honda 2%

Bike & Model like by all

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

Bajaj
45%

Hero Honda Bajaj Yamaha TVS Honda

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.

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

purchasing?

Speed 40%

59
 Power/BHP 5%

Mileage 30%

Design 5%

Brand 5%

Pick up 2%

Color 5%

Comfort 8%

Bikes are generally adopt by

Pick up, 2% Comfort, 8%
Color, 5%
Speed, 40%

Brand, 5%

Design, 5%

Power/BHP,
Mileage, 30% 5%

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.

6. How do people come to know about bikes?

TV 35%
60
 Newspaper 15%

Friend 12%

Product Show 10%

Family 8%

Test Ride 2%

Internet 10%

Hoarding 8%

People know about the bike through:

Hoarding, 8%
TV, 35%
Internet, 10%

Test Ride, 2%

Family, 8%

Product Show , 10%

Friend, 12% New spaper, 15%

TV Newspaper Friend Product Show Family Test Ride Internet Hoarding

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.

7. Why did you purchase a bike?

61
 Brand Value 80%

Design 5%

Publicity 14%

Scheme 0%

Gift 1%

Why did you purchase a bike?

Brand Value, 80%

80%
70%
60%
50%
Percentage 40%
30%
20% Publicity, 14%
10% Design, 5%
Sheme, 0% Gift, 1%
0%
Brand Value Design Publicity Sheme 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.

8. How was your experience after using the bike?

Good 20%

62
 Excellent 75%

Satisfactory 5%

Not Good 0%

Customer attitude towards experience?

Not Good
0%

Satisfactry
5% Good
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.

63
9. Where does customer want the servicing of his motor bike to be
done?

Showroom 95%

Road Mechanic 5%

Customer attitude towards

servicing of motor bike

Road Mechanic,
5%

Showroom, 95%

Showroom Road Mechanic

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.

64
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

Yes, 100% No, 0%

Yes No

Interpretation:

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

11. Are customers satisfied with the performance of there bikes?

65
 Yes 99.50%

No 0.50%

Consumer satisfaction towards bike products

No, 0.50%

Yes, 99.50%

Yes No

Interpretation:

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

66
12. Which type of brakes is mostly preferred by the customers?

Disc Brake 85%

Drum Brake 15%

Customer attitude towards Brakes favourite bike?

Drum Brake, 15%

Disc Brake, 85%

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.

67
13. Which types of wheels are mostly preferred by the

customers?

Spoke Wheel 20%

Alloy Wheel 80%

Customer attitude towards types of wheel

attracted?

Spoke Wheel, 20%

Alloy Wheel, 80%

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.

68
14. Are customers satisfied with the dealer services of their bikes?

Extremely Well 45%

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

50%
40%
30%
Percentage 20%
10%
0% S1
Extremely Well

Very Well

Average Not

Not Well at All

Very Well

Feeling

Interpretation:

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

69
 CHAPTER 7
FINDINGS OF RESERCH

70
FINDINGS OF THE RESEARCH

71
 BRAND Hero Bajaj Honda TVS Suzuki Yamaha
S Honda

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

PARAM
ETERS
Gender Male Male Male Male Male Male
Marital Unmarrie Unmarried Unmarri Unmarri Married Unmarr
status d ed ed ied
Profession Salaried Salaried Salaried Salaried Salaried Salaried
Age 21-25 21-25 21-25 21-25 21-25 26-30
Education Graduate Graduate Graduate Graduate Graduate Graduat
e
Dealer’s Good Good Good Good Good Good
attitude
Explanati Good Good Good Good Average Averag
on of e
Of
product
feature
Sales Very Good Good Average Good Averag
terms and Good e
Condition
Product Good Good Good Good Good Good
display
Cleanlines Good Good Good Good Good Good
s
Atmosphe Good Good Good Good Average Good
re
Cleanlines Good Good Good Good Good Good
s of
purchased
Bike
Timely Very Good Very Good Good Good
delivery Good Good
of bike
Explanati Good Good Good Average Average Good
on of bike
Function
PDI and Good Good Good Good Average Averag
Check e
Time Good Good Good Good Average Good
taken in
Document
ation
Salesman Average Average Good Average Average Good
follow up
Remainde Good Poor Average Poor Average Good
r of first
service
Prompt Good Good Good Good Average Good
action to
complaint 72
s
Replacem Might or Might or Probabl Might or Might or Might
ent might not might not y Buy might might not or
buy buy not buy buy might
not buy
Interpretation:
1. Out of the six brands covered the respondents of Suzuki are generally married while
other brands have unmarried customers.

2. The average age of a Yamaha customer comes out to be 26-30 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 favored brands when timely delivery of bike
comes into picture.

73
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.

74
 CHAPTER 8
GAPS IN LITERATURE

GAPS IN LITERATURE

The research has showed following gaps

• Average age –26-30 years. The average age of Yamaha bike users was assumed to be
21-25 years. But from the survey it was found that the average age of Yamaha bike users lie
between 26-30 years of age.

• 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.

75
• 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

76
 CHAPTER 9
SCOPE OF FURTHER
RESEARCH

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 behavior of Indian two wheeler industries.

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

conclusions.
77
• 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.

78
 CHAPTER 10
PROBLEM
IDENTIFICATION

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

• 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.
79
• High maintenance cost.

• Dearer accessories.

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

80
CHAPTER 11
CONCLUSION

CONCLUSION
81
From the research following facts about Indian two wheeler industries has been inferred:

• Age group –

21-35 years

• 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.

• Favored 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 Delhi / New Delhi is found good having with customer’s
attitude and behavior to Dealership evaluation other than found of Noida then
Greater Noida.

82
 CHAPTER 12
SUGGESTIONS

83
 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.

84
 CHAPTER 13
LIMITATIONS

85
86
 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.

87
CHAPTER 14
ANNEXURE

88
 Questioner
1. Which age group of customer prefer bike most?

a. 18-25 b. 25-35 c. 35-45 d. about 45

2. How do professional/occupational people show there

preference towards motor bike?

a. Student b. Service c. Business d. Self employed e.

Others

3. How do income wise customers show their interest towards

motor bike?

a. 10000-15000 b. 15000-20000 c. 20000-50000

d. 50000-100000 e. Above 1 Lack

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

a. Hero Honda b. Bajaj c. Yamaha d. TVS e.

Honda

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 h. Comfort

6. How do people come to know about bikes?

a. T V b. Newspaper c. Friend d. Product Show

e. Family

f. Test Ride g. Internet h. Hoarding

89
 7. Why did you purchase a 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 do customers 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 there

bikes?

a. Yes b. No

12. Which type of brakes are 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

90
 d. Not Well At All

CUSTOMER SATISFACTION SURVEY

CUSTOMER NAME -- Town:

Phone number …………………….. State:

Email id ……………………………

Address of the customer…………………………………………………………............

……………………………………………………………………………………..……..

Name of the freelancer: …………………………………………………………………

A. Current motorbike, do you think you would buy from the same dealer?

(Please tick)
91
a. Definitely buy b. probably buy c. Might or might not buy

d. Probably 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

k. All purpose l. Maneuverability m. Speed n. Reliability o. riding comfort

BIBLIOGRAPHY

BOOKS
• Kotler Philip, Keller Lane Kvin “Marketing management” 12th edition Pearson
Education P.No. 117,118,121.

• Ramaswamy V.S., Namakumari S. “Marketing Management” 3rd edition 2006

Macmillan Publications. P. No. 311,312

• Kumar Arun, Minakshi N. “Marketing Management” Vikash publication 1st edition

2006 P. No 213, 214

• Kotler Philip, Koshy Abraham, “Marketing Management” 13th Edition Pearson

Education P.No.115, 116, 120.

WEBSITES
• www.indianauto.com
92
• www.yamaha-motors-india.com

• www.bikes.com

Software
• MS World

• MS Paint

93