1. Competitive Analysis and Customer Satisfaction
Survey
Of Yamaha and its competitors
(Special case for Yamaha Motor , India)
Submitted by
Yuvraj shah
2. About the Company
India Yamaha Motor Pvt. Ltd. , is a fully owned subsidiary of Yamaha Motor
Corporation(Japan).
Manufacturing Plants of the company in India are located at Faridabad (Haryana) and
Surajpur (Uttar Pradesh).
• Strong work force of 2000 Employees.
• Country wide network of 400 Dealers.
3. Objective of Research
• To study Demographic and Psychographic Profile of potential customers of
Motorcycles in NCR (who have purchased their Motorcycles in Year , 2009).
• To study customer satisfaction toward Product and Service offered by
Company (Yamaha and its competitors).
Research Methodology
Research Design: Research is based on Descriptive Analysis.
Method of Data Collection:
Primary Data : Data has been collected directly from customers
Secondary Data : Published reports, Magazines, etc..
Sampling Method: Random Sampling Method.
Sample size: 280 respondents.
Hero Honda : 60
Yamaha
: 60
Bajaj
: 60
Honda
: 40
TVS
: 60
Survey Time Period: 2nd June to 24th June, 2010
5. Marital Status:
Yamaha
57%
Hero Honda
Customers Whose Marital Status is Single:
• Yamaha is the most preferred brand among them.
• Bajaj , T.V.S and Honda are also doing well in this segment.
• Hero Honda holds lesser %age of customers in this segment
comparative to others.
43%
42%
58%
Bajaj
47%
T.V.S
48%
52%
Honda
49%
Customers Whose Marital Status is Married
• Hero Honda is the most preferred brand among them.
• Bajaj , T.V.S and Honda are also doing well in this segment.
• Yamaha need to focus on this segment to gain more market share.
53%
51%
0%
10%
20%
30%
40%
50%
Single
60%
70%
80%
90%
100%
Married
Age :
Yamaha
40%
Hero Honda
38%
Bajaj
0%
10%
21-25 Yrs
20%
7% 3% 8%
12%
35%
44%
10%
17%
32%
30%
Honda
23%
27%
34%
TVS
Below 20
27%
20%
20%
8%
38%
30%
26-30 Yrs
40%
31-35 Yrs
50%
60%
36-40 Yrs
8%
70%
40-45 Yrs
2%
80%
7%
10%
90%
46-50 Yrs
21 – 25 Yrs
Yamaha have good Market share in this age group but Honda is
ahead to Yamaha, other players are also doing well.
26 – 30 Yrs
Yamaha is lagging in this age group in the comparison to its
competitors.
Honda have good presence among the customers of this age group,
Bajaj and TVS are also doing good.
31 – 35 Yrs
Yamaha have very good presence among the customers of this age
group. Hero Honda and TVS also holds good market share but Honda
and Bajaj are lagging .
36 – 40 Yrs
The presence of Bajaj among the customers of this age group is
remarkable, rest all the players are doing Fine.
41 – 45 Yrs
Yamaha and Honda are absent among the customers of this age
group. While performance of TVS is better in the comparison to Hero
Honda and Bajaj.
46 – 50
Only Hero Honda holds customer from this age group
100% > 51 years
No respondents fall in this category
>51 Yrs
6. Occupation of Motorcycle Riders
Pvt. Company Employee
Most of the customers of Bajaj, Hero Honda and
Honda belong to this category, while Yamaha also
have good no. of customers from this category.
Hero Honda
45%
27%
1%
27%
Govt. Company Employee
Bajaj and Hero Honda have good Presence among the
Bajaj
56%
22%
2%
20%
customers of this category . But Yamaha performance
is not so good.
Self Employed
T.V.S
33%
17%
23%
27%
Yamaha, Honda and TVS have goof Presence among
the Customers of this Category. While Hero Honda
Honda
56%
15%
15% 1% 13%
and Bajaj have very less no. of customers belong to
this category
0%
10%
20%
30%
40%
50%
60%
70%
80%
90% 100% Student
Yamaha is most famous brand among Students.
Pvt. Company
Govt. / Public Company
Self Employeed
Professional
Student
Yamaha
32%
12%
25%
2%
30%
Qualification of Motorcycle Riders
Yamaha 2%
Hero Honda
67%
5%
Bajaj
T.V.S
15%
7%
73%
15%
3%
Honda
28%
17%
55%
13%
59%
10%
20%
Less than 10th Std
30%
40%
10 - 12th std
Maximum no. of Graduate Students favor Hero
Honda and next to it is Yamaha.
Yamaha , Bajaj and T.V.S also have good
presence among 10 – 12th std qualified students.
Maximum no. of Post Graduates favor Honda
followed by Hero Honda. Yamaha and Bajaj equal
% age of Post graduate students.
22%
61%
8%
0%
17%
28%
50%
Graduate
60%
70%
Post graduate
80%
5%
90%
Professional
100%
7. Monthly House hold Income
Yamaha 2% 10%
Hero Honda
3%3%
Bajaj
13%
5%
T.V.S
Honda
18%
3% 5%
42%
23%
20%
15%
23%
19%
27%
21%
10%
10%
22%
27%
12%
0%
18%
36%
20%
30%
5%
23%
40%
24%
15%
15%
50%
60%
70%
5,000 below
5,001 - 10,000
10,001 - 15,000
20,001 -25,000
25,001 - 30,000
Hero Honda is the only
brand which have presence in
all the M.H.I. groups
Yamaha have highest stake
in income group of above
Rs.30,001
11%
8%
21%
80%
90%
100%
15,001 - 20,000
above 30,001
Usage of Motorcycle
Yamaha
33%
Hero Honda
3%3%
36%
48%
4%
0%
17%
6% 2%
20%
25%
2%
1%
Bajaj
43%
4%
1%
27%
20%
3%
2%
T.V.S
43%
4%
1%
28%
20%
2%
2%
Honda
45%
0%
10%
20%
Commute to office/work/College
Moving Near by House
Others
6% 0%
30%
40%
Long ride Touring
Family Purpose
50%
21%
60%
25%
70%
80%
Carrying Load
Racing on Street
3%
90%
100%
Maximum Utilization of
Motorcycle in case of the Players is
Commute to office / Work / College,
while incase of Yamaha the
Maximum utilization is Moving Near
by house.
Bajaj and Hero Honda commuters
have good utilization of bike for
Family purpose
Yamaha bikes also have great
utilization for Racing on Street.
8. Awareness about the Product
Yamaha
23%
Hero Honda
Bajaj
17%
6%
T.V.S
21%
10%
17%
Incase of Hero Honda and
Bajaj and T.V.S maximum
awareness of product is taking
place through Family Friends and
Visibility on Road, While in case
of Yamaha these two factors are
Very Less effective .
15%
37%
36%
1% 10% 2%
31%
22%
31%
20%
7%
37%
2% 7%
18%
0%
17%
3% 7% 1%
19%
11%
Honda
23%
34%
17%
50%
60%
24%
70%
80%
10%
30%
40%
90%
Walk in at Dealer
TV Advertisement
Radio
Internet
Newspaper
Automagzine
Dealer Activity
Family Friends
Visibility on Road
Others
Incase of Yamaha Maximum
awareness of Product is taking
place through Walk in at Dealer
and TV Advertisement.
100%
Automagzine is playing most
effective role in case of Yamaha
and next to it incase of TVS.
Awareness Via Newspaper is
effective incase of Yamaha and
Honda.
9. Shopping
Yamaha
3%
82%
Hero Honda
15%
83%
Bajaj
10%
T.V.S
10%
Honda
66%
0%
24%
73%
15%
17%
62%
10%
20%
30%
Regularly
40%
Most of the Respondents for all
the brands go for Shopping
during weekends
17%
23%
50%
Sometimes
60%
70%
Rarely
80%
90%
100%
Never
Watch Movies
Yamaha
Hero Honda
32%
7%
Bajaj
5%
Honda
15%
51%
38%
10%
12%
52%
31%
10%
0%
48%
27%
5%
T.V.S
32%
50%
31%
20%
Regularly
14%
30%
7%
49%
40%
Sometimes
50%
60%
Rarely
70%
Never
10%
80%
90%
100%
Most of the customers for all the
brands rarely go to watch Movies.
Those customers who go to watch
Movies regularly is maximum incase of
Yamaha.
10. Visit Disc and Pub
Yamaha
7%
Hero Honda 2%
18%
13%
Bajaj 2%
2%
T.V.S
0%
52%
32%
8%
64%
43%
50%
46%
10%
20%
Regularly
Yamaha have maximum no. of
customers who visit Disc and Pub regularly
in the Comparison to others.
Most of the Respondents of Hero
Honda , Bajaj and T.V.S don’t prefer to go
Disc and Pub.
Maximum no. of Respondents of
Yamaha and Honda Prefer to Visit Disc and
Pub Rarely.
27%
33%
7%
Honda
48%
46%
30%
40%
50%
60%
Sometime
Rarely
70%
80%
Never
90%
100%
Hang out with friends
Yamaha
Hero Honda
Bajaj
18%
5%
22%
30%
3%
T.V.S
30%
28%
32%
12%
Honda
10%
36%
37%
20%
Regularly
29%
28%
23%
38%
30%
40%
Sometimes
In the Comparison to other brands Yamaha
have maximum no. of respondents who prefer
Hang out with Friends regularly.
Hero Honda and Bajaj have Maximum no.
of respondents who Never prefer Hang out
with Friends.
37%
41%
0%
30%
50%
60%
Rarely
21%
70%
80%
Never
90%
100%
11. Long drive
Yamaha
13%
Hero Honda 2%
Bajaj 2%
T.V.S
3%
Honda
12%
17%
30%
30%
19%
52%
37%
42%
18%
55%
23%
0%
10%
45%
23%
46%
20%
Regularly
30%
40%
Sometimes
31%
50%
60%
Rarely
70%
80%
Never
90% 100%
Maximum no. of respondents of Bajaj,
Hero Honda and Yamaha don’t prefer to go
on Long Drive.
Yamaha Have maximum no. of
respondents in the comparison to others
who prefer to go regularly on long drive.
13. Bajaj Auto
0.25
0.2
0.15
0.1
0.05
Availability of easy …
Location of dealership
Reputation of shop
Availability of after …
Product Price
Brand Image
Pride of ownership
Resale Value
Cost of Maintenance
Engine CC
Top Speed
Pick up
Quality of Product
Riding Comfort
Fuel efficiency
Looks and Style
Availability of Genuine …
Series1
0
In case of Bajaj Auto Customer Satisfaction, I
found
• Customers don’t have any problem regarding
1. Looks and style
2. Riding comfort
3. Resale value
4. Availability of Spare parts
5. Pick up
I found customers are concerned about
1. Cost of Maintenance
2. They are looking for more powerful bike ,
specially the customers of >=150 CC
3. Product cost (inmost of the cases customer ask
for cheaper product.
Customers are concerned about Engine
Most of them said there Is a (Chain set problem)
14. Yamaha
Incase of India Yamaha Motor
(Customer Satisfaction Survey)
I found
Most of the Customers are happy with the
looks of the Product.
Pride of ownership is much better in case of
Yamaha.
Customers are happy with the pick up of
Product and Top speed.
The Customers of Yamaha >= 150 CC
Are looking for new models
Most of them are waiting for 600 CC Product
Points for Concern are
1. Product Price (Most of the customer said
price of the Product is higher)
2. Cost of Maintenance (customer said this
time it is free service but at service centre
they bill enough by means of adding
ingredients or some thing else)
3. Spare parts and After sale service
(these two points were common among the
customers I targeted at Himgiri and Shiva
Motor (East Delhi)
Availability of spare parts take time.
Service of Motorcycle also take enough time
Handling of Product is also not so good)
15. Hero Honda
Most of the Respondents of Hero Honda I
could easily catch at Metro Stations
0.2
0.15
0.1
-0.25
Availability of easy …
Location of dealership
Reputation of Shop
Availability of aftersale …
Product Price
Brand image
Pride of Ownership
Resale Value
Engine CC
Top Speed
Pick up
Cost of Mainteance
-0.2
Quality of Product
-0.15
Riding comfort
-0.1
Fuel efficiency
-0.05
Looks and Style
0
Availability of Genuine …
0.05
Series1
Incase of Hero Honda Customer Satisfaction survey
(I found)
Customers are happy with brand name
(they simply say it is a product of Hero Honda)
They are satisfied with Product price.
Availability of spare parts and After sales service.
Customers of Hero Honda are concerned about Pick
up ,
Customers of Hero Honda are concerned about
Self Start (Problem I found in there product)
Pick up ( Customers of >150 CC segment are also
concerned)
16. Honda
0.3
Incase of Customer satisfaction survey
(Honda Motorcycles)
0.25
0.2
0.15
0.1
0.05
Availability of easy …
Location of dealership
Reputation of Shop
Availability of aftersale …
Product Price
Brand Image
Pride of Ownership
Resale Value
Cost of maintenance
Engine CC
Top speed
Pick up
Quality of Product
Riding comfort
Fuel efficiency
-0.1
Looks and style
-0.05
Availability of genuine …
Series1
0
I found
Customer who are using stunner and of young were
concerned about Pick up.
They were not satisfied with 125CC
While in case of Customers of Shine and Unicorn
most of the customers were satisfied they simply
think about mileage issue.
Customers were enough satisfied with the service
centers and dealerships.
17. T.V.S
0.25
0.2
Incase of T.V.S. Motors
The customers of Star City were most happiest
customers among its other products.
0.15
0.1
Easy Finance scheme
Location of dealership
Series1
Reputation of Shop
Availability of aftersale …
Product Price
Brand image
Pride of ownership
Resale Value
Cost of Maintenance
Engine CC
Top Speed
Pick up
Quality of Product
Riding Comfort
Fuel efficiency
Looks and Style
0
Availability of genuine …
0.05
Generally the customers of >= 150 CC
Looking for high pick up and Top speed.
After sale service was fine in case of T.V.S
Few customers complained about Engine oil
18. Recommend This M/c to your friend
Yamaha 2%
22%
Hero Honda 2% 10%
Bajaj
7%
T.V.S
67%
13%
73%
22%
No I won't
8%
68%
26%
0%
2%
63%
5%
2% 15%
Honda 3%
10%
10%
62%
20%
May be not
40%
Can't say either
10%
60%
80%
Probably yes
Maximum no. of respondents of
all the brands say Probably they
will recommend M/c to their
friend.
Among the respondents who say
they will definitely recommend
this M/c to their friend Yamaha
also have good Presence.
100%
Definitely yes
Recommend This Dealer to Purchase M/C
Yamaha 2%
Hero Honda
63%
5% 10%
13%
7% 3%
22%
Bajaj
T.V.S
30%
5%
Honda
8%
0%
No I won't
70%
3%
52%
31%
May be not
2%
64%
38%
20%
5%
5%
59%
40%
Can't say either
60%
Probably yes
3%
80%
100%
Definitely yes
Maximum no. of respondents
of all the brands say Probably
they will recommend this
Dealer to their Friend .
Among the respondents who
say they will definitely
recommend this dealer to their
friend Yamaha also have good
Presence and Least presence
who deny.
19. Preference to next Vehicle
Yamaha
95%
Hero Honda
5%
88%
Bajaj
10% 2%
81%
T.V.S
19%
90%
Honda
3% 7%
92%
0%
Motorcycle
20%
Scooter
40%
Electric 2 wheeler
8%
60%
80%
4 Wheeler
100%
Can't say
Most of the customers of Yamaha
and Honda want to purchase
Motorcycle again .
While in case of Bajaj and Hero
Honda customers want to
purchase 4 wheeler
20. Suggestions
(1) We should increase the awareness of our product by increasing Frequency of
Advertisements and Dealers Activity.
(2) More Innovative ( I mean to say Hero Honda Launched 100 cc Segment Product
in 1985. In 150 CC Segment Hero Honda entered in 1991, Bajaj read the message
and Launched Pulsar in 1995. Our entry in this segment was late.
so we need to be more innovative so that we could not miss potential buyers.
(3) After sale service is need to improved.
(4) Customer are also concerned about Product Price, so we should also think about
price of our product.
(5) Our customers in > =150 CC segment are waiting for new models we should
launch new models as early as possible.
25% customers of the >=150 CC segment are waiting for 180 CC and 600
CC Model of Yamaha.
