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PRESENTATION

ON
"A STUDY ON CUSTOMER BUYING BEHAVIOUR OF YAMAHA TWO
WHEELER BIKES"

Submitted in partial fulfillment of the requirement for the
Award of the degree of
Master of Business Administration
Submitted To
Ms. Bhavana Pandey
(Faulty of Guide )
Submitted By
Gyanendra Nishad
IMBA- 7th Sem.
Roll No. 1130675035

SCHOOL OF MANAGEMENT

BABU BANARSI DAS UNIVERSITY, LUCKNOW
Session-2015-16
INTRODUCTION
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.
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.
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.
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.
VISION AND MISSION
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 -
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.
OBJECTIVE OF THE STUDY
The research encompasses the primary objective of comparison and
analysis of Yamaha bikes with respect to other brands prevailing in
the market i.e. , Hero Honda ,Honda , Bajaj , TVS and Suzuki .
The primary aim is to interpret the satisfaction level of customers

using Yamahas bikes and to find out the areas in which it needs to
improve to develop a better perception in the mind of its customers.
It entails as to suggest Yamaha how to become a no. 1 customer
oriented company
Secondary objective:

To go in details, 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 METHODOLOGY
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.
Sample Size: A total of 100 people have been questioned for the
purpose of filling up the questionnaire.
Details of the Survey Conducted
Sample Size 100
Target Population 20-25 years
25-30 years
30 and above
Area Covered LUCKNOW
Sampling Judgmental Simple Random
Type of Questionnaire Structured 5 point bipolar Likert
Scale
Type of Questions Close ended Questions
GRAPHICAL DATA ANALYSIS

How do professional/occupational people show


there preference towards motor bike?
Student 45%

Service 40%

Business 5%

Self Employed 5%

Others 5%

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.
HOW DO INCOME WISE CUSTOMER
SHOW THEIR INTEREST TOWARDS
MOTOR BIKE

10000-15000 35%

15000-20000 40%

20000-50000 15%

50000-100000 5%

Above one lack 5%

Interpretation:
In the base of economically, it is used in the base of income i.e. 35% of income
group 10,000-15,000, 40% of 15,000 - 20,0000, 15% of income group of 20,000-
50,000 and rest of used in the rarely above income of 50,000
FINDINGS
Out of the six brands covered the respondents of Suzuki are
generally married while other brands have unmarried
customers.
The average age of a Yamaha customer comes out to be 26-30

yearsas compared to others brands average customers age


which is 21-25 years.
When explanation of product features comes into view; only

Yamaha customers rank them average; others says its good.


Hero Honda and Honda are most favored brands when timely

delivery of bike comes into picture.


Suzuki customers says that they have to run after their

dealers for the documentation of the delivery done while


others say they are satisfied.
Yamaha is best when sales follow up after delivery is

concerned.
SUGGESTIONS
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.
BIKE IN 150 CC SEGMENT Yamaha does not has any successful bike

in this segments. Yamaha needs to introduce a bike in this segment which


can compete with the other brands on price, power, pick-up , mileage and
style .
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.
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.
360 degree marketing approach and need to follow aggressive promotional

campaigns to grab a larger piece of pie in the motorcycle segment.


CONCLUSION
Customers are generally satisfied with attitude of
dealers at the time of sales.
Every brand of bikes have a poor response in
terms of sales follow up.
Hero Honda is the most famous brand.

Customers stress on quality as complimentary to


looks.
Mileage is what everybody wants.
BIBLIOGRAPHY
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
Publicaton. 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.