A STUDY ON PERCEPTIONALCHANGE OF YAMAHA CUSTOMERS
History Yamaha CEO Genichi Kawakami took Yamaha into the field of motorized vehicles on July 1, 1955 Yamaha Motor produces motorcycles, all-terrain vehicles, boats, marine engines including outboards, automobile engines, personal watercraft and snowmobiles In 2000, Toyota and Yamaha Corporation made a capital alliance in which Toyota paid Yamaha Corporation ¥10.5 billion 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.
PROBLEMIDENTIFIEDWill Yamaha’s foray into the scooters segment change thegeneral perception of the customers?
ObjectivesPRIMARY OBJECTIVE: To analyze the perceptional change of the customers with Yamaha’s foray into scooter segment.SECONDARY OBJECTIVES: To study the relationship between the age of respondents and their perception of Yamaha scooters. To study the relationship between the gender of respondents and their perception of Yamaha scooters. To understand Yamaha’s ability to excel in scooter segment. To analyze the impact of market share of Yamaha. To understand the brand preference for scooters.
ScopeThe success of any company is not all about establishing a brand but also on the perception of its customers.Yamaha, a powerful brand which has always been lookedupon as male brand, has now entered the scooter segment for women. Will it change the general perception of the customer on Yamaha?
Research MethodologyTITLE - Perception change of Yamaha due to its intervention in the scooter’s segmentRESEARCH DESIGN Sampling design Questionnaire design Statistical design
SAMPLING DESIGN SAMPLE AREA: SRM University Campus SAMPLE SIZE: 100 AGE GROUP: 18-45 GENDER: Male and Female DURATION: One Month SAMPLING TECHNIQUE: Non probability sampling (convenience sampling) INSTRUMENT USED: Questionnaire
Statistical DesignSPSS 16.0 was used for analyzing the data using thefollowing tools DESCRIPTIVE STATISTICS CHI SQUARE TEST ANOVA CORRELATION REGRESSION
Can Yamaha excel in scooter .019 -1.523 segment Which gender may prefer scooter from -.020 -1.727 an all male brand like Yamaha Which gender may prefer scooter from -.020 -1.727 an all male brand like YamahaINTERPRETATION:The Distribution is normal for the following variables where skewness ranges between -1 to +1 and kurtosisranges between -2 to +2. The variables are:Gender, Age of respondents, Preference, target women, Perspective, Excel segment, Brand priority, Changesbrand name, Impact on market share, meant for male, Race bike, Power packed, Economy priced, Womendominance in Scooter Segment, localized.
CHI SQUARE INTERPRETATION: it can be inferred that thefollowing are the variables for which null hypothesis is rejected i.e. there is significant difference between the observed and the expected valuesfor the following variables Gender, Age of respondents, Preference, Changes brand name, Impact on market share, meant for male, Race bike, Power packed, Economy priced Women dominance in Scooter Segment.
ANOVA INTERPRETATION: it can be inferred that the following are the variables for which null hypothesis is rejected (impact on intervention and Yamaha is power packed). Therefore There is variance existing between Gender and the impact on the intervention of scooters of Yamaha. There is variance existing between Gender and their perception change towards the brand because Yamaha is power packed.
Major Findings Most of the respondents lie between age group 18-25. Students prefer scooters more compared to working women’s and senior citizens. Most of the respondents feel scooters do not target only women. Most of the respondents are not sure of Yamaha excelling in scooter segment. Almost all the respondents feel that there will be an impact on the market share of Yamaha bikes due to its foray in scooters.
Strength Brand value An open market The rising fuel prices
Threats Red ocean market. Hinder the sale of bikes.
Suggestions It is the students who prefer Yamaha scooters compared to working women or senior citizens and the management should try to position the product in such a way college goers would be their segment to target. Since most of the respondents have felt that Scooters of Yamaha is not meant for female alone and hence Men segment must also be considered as focus groups and male celebrity should be made for Yamaha scooters. Most of the respondents have felt that there would be an Impact on the market share of Yamaha and management must make a 360 degree view and make sure they do not lose their market share on Yamaha bikes which is their cash cow category.
ConclusionCompetition within the industry is very high. As there arenumber of players like TVS, Honda, etc. in the market.It’s a red ocean market for Yamaha scooter and they havetheir work cut out. Yamaha’s bikes category has grown toan extent where bikes like R15 are imported to Japanesemarket. Yamaha motors should make sure they do notlose their market share on bikes due to its intervention inscooter segment and there by losing its brand identity andperceptional change. There would be a lot of expectationsfrom brand lovers of Yamaha about its new productdevelopment and the management should try to satisfy itsloyal customers.