Final project on Yamaha Motors

1
DES’ EDUCATION SOCITEY
NAVINCHNDRA MEHTA INSTITUTE OF TECHNOLOGY AND DEVELOPMENT DADAR (WEST)
MUMBAI
PROJECT REPPORT
ON
“A study of various purchase factors of Yamaha scooter and its impact on
buying behaviour vis-a-vis other competitors in the segment”
IN
Yamaha Motor India Sales Pvt Ltd
SUBMITTED TO
NAVINCHNDRA MEHTA INSTITUTE OF TECHNOLOGY AND DEVELOPMENT DADAR (WEST)
MUMBAI
SUBMITTED BY: SUPERVISED BY:
RAHUL J. JAIN SAMADHAN KHAMKAR

2
DECLARATION
I hereby declare that the Industrial Immersion project report entitled “A study of various
purchase factor of Yamaha scooter, and its impact on buying behaviour vis-a-vis other
competitors in segment” carried out at “YMIS”(YAMAHA MOTOR INDIA SALES
PVT.LTD.) is my work submitted in partial fulfilment of the requirement for the Post Graduate ,
NAVIN CHANDRA MEHTA INSTITUTE OF TECHNOLOGY & MANAGEMENT,MUMBAI
and not submitted for the reward of any degree, diploma, fellowship or any similar title or prizes.
Date: Signature: _______________
Place: Mumbai Student Name: Rahul J. Jain

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CERTIFICATE
This is to certify that the project entitled “A study of various purchase factor of Yamaha
scooter, and its impact on buying behaviour vis-a-vis other competitors in segment” is
successfully completed by “Rahul Jhamaklal Jain” in partial fulfilment of the ......., AICTE
Approved, through NMITD, Kurla,Mumbai- 400070
Date:
Place: Mumbai Prof Samadhan Khamakar

4
ACKNOWLEDGMENT
I owe a sense of gratitude to the intelligence and co-operation of those people who helped me
understand what I needed from time to time for completion of this project. I am grateful to Prof.
Samadhan Khamkar HOD of Post Graduate Diploma in Management for permitting to me
undertakes this study. I am greatly indebted to my guide Prof. P. K. Mishra, faculty guide for
Marketing (summer internship), Kohinoor Business School of Post Graduate Diploma in
Management. I would like to thank Yamaha Motors India Sales Pvt. Ltd. for giving me
platform for learning & having a great experience and Ms. Soumya San for her constant
guidance, support, advice and help which enabled me to finish this project report properly in time.
Last but not the least, I would like to forward my gratitude to my parents, friends & other faculty
members who always endured me and stood with me and without whom I could not have
completed the project.

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TABLE OF CONTENT
1
1.1
1.2
1.3
1.4
1.5
1.6
1.7
1.8
1.9
1.10
1.11
1.12
AUTO MOBILE SECTOR
Objectives of study
Methodology
Scope of study
Executive summary
Chapter 1- AUTOMOBILE SECTOR
Introduction to automobile
Marketsize
Automobile segment
Growth in automobile
Growth in revenues
Marketbreak-up by revenue
Totalproduction of automobile in India
Marketbreak-up by production volume
Marketbreak-up of individual segment
Strong growthin Export
Slow growth in FY 2014
Leader in eachmarketing segment

6
2
2.1
2.2
2.3
2.4
Chapter 2- INTRODUCTION TO YAMAHA
Company’s history
Characteristicsofthe Company
Future of the company
Growth of the company
3
3.1
3.2
3.3
3.4
3.5
Chapter 3-PROJECT DISCPRITION
Introduction to project
Study purchase factor
FOMM analyses
Rating for FOMM analyses
Customers feedback (Yamaha Alpha)
4
4.1
4.2
4.3
Chapter 4 – TAKE AWAY
Learning
Suggestions
Conclusion

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Executive Summary
The project was intended to study the impact of purchase patterns and the buying behavior of
existing customers, including the competitors. The prior research work was done on the
automobile industry followed by structuring the study.
The study is divided into 3 parts
1. FOMM Study (Facilities, Operation, Manpower, mind) of Yamaha and its relevant competitors.
2. Research on the reason for drop in sales of the Model Alphas of Yamaha.
3. Customer Interaction and satisfaction level with respect to after sales service.
1. FOMM- for facility, the parameters like clear visibility of sign board, showroom size and frontage
etc. The ambience and layout factor was studied here.
In Operations, understanding the customer needs, Product demonstration which includes offering
test ride, clarifying doubts and objections and doing the needful follow-up. The parameters studied
for manpower are his appearance, personality, product knowledge and most importantly his
oratory skills and ethical morals. Finally in mind, the importance of parameters and the role of
visual merchandising, ambience and the quality service were studied. The above FOMM study
was done for Yamaha along with its competitors like Hero, Honda, Mahindra, Suzuki, TVs, and
Vespa to analyze the buying behavior of the customers.
2. For studying the reasons for the drop in sale of Alpha model, existing data base of 1200 customers
was studied by us through questionnaire in which I analysed the database of 100 customers in
Nagpur and Nasik region through tele-calling to analyse their satisfaction level with respect to
service offered.
3. Close customer behavior and study was performed and tried to gather the information like how
much is the waiting time, what is the satisfaction level with the service advisors and were all the
queries addressed efficiently .Basically we tried to bridge the gap if any with respect to our
customer support team and our customers.

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Introduction to the Project
Different projects were assigned every week. The training process was conducted as well as
competitor’s analysis, which taught us a lot and gave a great learning experience on how an
Automobile company likes Yamaha Works and its strategies.
Prepared an observation sheet and were sent on field, where in FOMM analysis (Facility,
Operation, Manpower, Mind) of the competitor’s by visiting any 3 showrooms per day at different
location was supposed to be done. Continued with the FOMM analysis for Yamaha as well and
visit 3 Yamaha showrooms at different location including competitor’s showroom. This helped us
to understand the difference between all the dealership (showrooms) with the help of our ratings
provided to each dealership during our visits.
Feedback call provided to those customers who has Alpha scooter. Province placed handling was
Ahmedabad, Nasik and Nagpur.
Survey was conducted on After-Sales service provided to the existing customers of Alpha scooter
at different locations.
Interns were assigned different projects. Few interns were apart of event management team. Had a
brainstorming session with our seniors and event team regarding the name of the event and the
activity that will be held, decided how the activity should be held in the event. This event
basically was a promotional event of the new launch scooter. Yamaha has always been doing such
events.

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Scope of the Study
 The projects FOMM study was carried out for competitors like Hero, Honda, Mahindra, Suzuki,
TVS, and Vespa.
 For Hero the location branch was Mahim, Goregaon,Kurla,Bhandup.
 For Honda it was Kurla,Sakinaka and Chembur.
 For Mahindra it was Goregaon, Thane and Bhandup.
 For Suzuki the location was-Sakinaka,Goregaon,Mulund and Andheri.
 For TVS the location was Sakinaka and for Vespa the location was Bhandup and Bandra.
 Basically the central and western suburbs of Mumbai were studied.
 For studying the reason for drop in our sales of Alpha model of yamaha, the area of my research
was Nagpur and Nasik.

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Objectives of the Study
 To study about the various marketing strategies in automobile sector
 To study about the customer mind flow for purchasing the product
 Computation analysis of 2 wheelers segment
 To study the drop in sales for our existing product.
After studying these topics relevant recommendations were given to the company to retain our
existing customers and also acquire and increase our /customer’s database.

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Introduction to Automobile Industry
Automobile changed the world during the 20th century, particularly in the United States and other
industrialization nations. From the growth of automobile there was huge growth in road and
highway system. Automobile greater mobility and job creation and also brought noise and air
pollution and automobile accident rank among the leading causes of death and injury thought the
world, but better or worst.
The 19th century can be called as the age of automobile and no doubt continues to shape our
culture and economy well into the 21st century.
The Indian auto industry is one of the largest in the world with an annual production of 21.48
million vehicles in FY 2013-14.The automobile industry accounts for 22 per cent of the country's
manufacturing gross domestic product (GDP).
Indian Two-Wheeler Industry is the largest in the world as far as the volume of production and
sales are concerned. India is the biggest two-wheeler market on this planet, registering an overall
growth rate of 9.5 percent between 2006 and 2014. The growth in Indian Automobile Industry
owed the most to a steep upsurge witnessed in the two-wheeler segment in 2014. The volume
growth recorded in the 2014-15 fiscal year stood at a commendable 14.8 percent on a year-on-year
basis. The 'Make in India' campaign of the Government of India is also going to attract more
foreign investment into Indian Two-Wheeler Industry creating further growth opportunities in the
coming years.
An expanding middle class, a young population, and an increasing interest of the companies in
exploring the rural markets have made the two wheelers segment (with 80 per cent market share)
the leader of the Indian automobile market. The overall passenger vehicle segment has 14 per cent
market share.
India is also a substantial auto exporter, with solid export growth expectations for the near future.
Various initiatives by the Government of India and the major automobile players in the Indian
market are expected to make India a leader in the Two Wheeler and Four Wheeler market in the
world by 2020.

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Market Size
 India is a 6th largest automobile industry in the world.
 It as estimated that India will be the 3rd largest automobile industry by 2020 & will be in top 5 by
2017.
 Sales of commercial vehicles in India grew 5.3 per cent to 52,481 units in January 2015 from a
year ago, according to Society of Indian Automobile Manufacturers (SIAM).
 Sales of cars also grew for a third month in a row to 169,300 units in January 2015, up 3.14 per
cent from the year-ago period.
 Car market leader Maruti Suzuki India witnessed 8.6 per cent higher sales at approximately
118,551 units in February 2015, out of which 107,892 were sold in domestic market and 10,659
units were exported.
 Hyundai Motor India Ltd (HMIL) reported a 2.4 per cent growth in total sales at 47,612 units in
February, compared with 46,505 units in the same month last year.
 In the two-wheeler segment, Hero MotoCorp witnessed sales of 484,769 units in February 2015.
 TVS Motor Co posted 15 per cent higher sales at 204,565 units against 177,662 units.
 Bajaj Auto sold a total of 243,000 two and three-wheelers segment.

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Automobile Segment
Automobile Industry
Two wheelers Three
wheelers
Passenger
vehicles
Commercial
vehicles
Motorcycle Passenger
carriers
LCVMini van
Scooter
Moped
Small car
Medium car
Luxury car
M & HCV
Goods
carriers

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Growth in Automobile Industry
 Passenger vehicles are to increase at a compound annual growth rate (CAGR) of 16% between
2013-20.
 Two-wheelers and three-wheelers are projected to expand at a compound annual growth rate
(CAGR) of 9% between 2013-20.
 A growing working population and an expanding middle class are expected to remain key
demand drivers. GDP per capita has grown from USD 1,432.25 in 2010 to USD 1,500.76 in 2012,
and is expected to reach USD 1,869.34 by 2018.
 India has the world’s 12th largest number of high net worth individuals, with a growth of 20.8%,
the highest among the top 12 countries.
 Increasing disposable incomes in the rural agri-sector.
 The presence of a large pool of skilled and semi-skilled workers and a strong educational system.
 A large number of products are available to consumers across various segments. With the entry
of a number of foreign players and reduced overall product lifecycle, quicker product launches
have become the order of the day.
 The availability of a variety of vehicle models meet diverse needs and preferences.
 Easy finance schemes, owing to which the auto finance industry has grown at the rate of 13%
between 2008-13. Car finance penetration has increased from 68% to 70% between 2008-10 and
between 70% to 72% in 2011-13.
 100% FDI is allowed under the automatic route in the auto sector, subject to all the applicable
regulation and laws.

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Growth in Revenues
 The gross turnover of automobile manufacturing in India expanded at a CAGR of 17.17%
over F.Y 2007-11.
Market Break-Up Revenue
 Trucks accounted for the largest shares of revenues 47.8%.
0
10
20
30
40
50
60
70
2007 2008 2009 2010 2011
Millions
Financial Year
Revenues
47.80%
31.80%
20.40%
Market Break-up
Trucks
Cars
Two-wheelers

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Total Production of automobiles in India (million units).
Year Passengervehicles Commercial Vehicles Three Wheeler Two Wheeler
FY 2005 1.2 0.4 0.4 6.5
FY 2006 1.3 0.4 0.4 7.6
FY 2007 1.3 0.5 0.6 8.6
FY 2008 1.6 1.4 1.5 8
FY 2009 1.8 0.4 0.5 8.4
FY 2010 2.4 0.4 0.5 10.5
FY 2011 3.0 0.8 0.8 13.4
FY 2012 3.1 0.8 0.8 15.5
FY 2013 3.2 0.8 0.8 15.9
 Production of automobile increased a CAGR of 11.8% over FY 2005 to 2013.
 Passenger vehicle was the fastest growing segment, representing CAGR of 12.9%.
 Among all the sectors Two-wheeler sector was largest production of unit.

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Market Break-up by Production Volume
 Two-wheeler dominates production volumes, in FY 2013, the segment accounted for about three
quarters of the total automobile production in the country.
 India is the world’s 2nd largest two-wheeler manufacturer and 4th largest in production of
commercial vehicle.
77%
15%
4% 4%
Market Share by Volume FY 2013
Two-wheeler
Passenger Vehicle
Commercial Vehice
Three-wheeler

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Market Break-up of Individual segment by Production Volume
79%
15%
6%
Share in Production of two-wheelers
(FY 2013)
Motor Cycle
Scooters
Mopeds
82%
18%
Share in Production of Three-
wheelers (FY 2013)
Passenger Carrier
Good Carrier

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81%
19%
Shares in Production of passenger
Vehicle (FY 2013)
Small, Medium & Luxury Cars
Mini-Vans
71%
29%
Share in Production of Commercial
Vehicles (FY 2013)
Light Commercial Vehicle
(LCV)
Medium & High Commercial
Vehicle (MCV & HCV)

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Slow Growth in FY 2014
Only Two-wheelers register growth in FY 2014
0
5
10
15
20
25
30
2009 2010 2011 2012 2013 2014
Growth In Sales (%)

21
 As compared to FY 2013 & FY 2014, only two-wheeler sector has register growth by 7% in
2014.
-3
-2
-1
0
1
2
3
4
5
6
Passenger Vehicle Commercial Vehicle Three-wheeler Two-wheeler
FY 2013
-25
-20
-15
-10
-5
0
5
10
Passinger vehicle Commircial vechicle Three-wheeler Two-wheeler
FY 2014

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Leader in each Market Segments
(% in Share)
Market
Leader
Others
Passenger
Vehicles
Maruti Suzuki
(43%)
Hyundai
(20%)
Tata
Motors
(10%)
General
Motors
(4%)
MCV &
HCV’s
Tata Motors
(63%)
Ashok
Leyland
(23%)
Eicher
Motors
(7%)
LCV’s Tata Motors
(59%)
Mahindr
a (30)
Force
(4%)
Piaggio
(4%)
Three-
wheelers
Piaggio (41%) Bajaj
(40%)
Mahindr
a (10%)
Motor
Cycle
Hero (59%) Bajaj
(24%)
TVS
(7%)
Honda
(6%)
Scooters Honda (51%) TVS
(21%)
Hero
(14%)
Suzuki
(10%)
 The automobile industry is concentrated with leader in each segment commanding a share
of over 40%.

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Introduction to the YAMAHA
Company History:
India Yamaha Motor Private Limited is an Indian subsidiary of Yamaha Motor Company, Japan.
Yamaha started its journey in India with the launch of RD350 in 1985.Yamaha and Escorts Group
entered into joint venture in1996 subsequently Yamaha acquired remaining stakes from Escorts
Group in 2001 and became 100% subsidiary of Yamaha Motor Company, Japan. Today, the
company is in agreement with Mitsui & Co. Ltd. who became joint-investor in the company in
2008 and the company was renamed to India Yamaha Motor Pvt Ltd.
Yamaha is Omni-present in Indian bikes scenario with product range starting from commuter bikes
and goes up to performance bikes. The Japanese company is on a mission build long-term
relationship with customers by raising their lifestyle.
Yamaha is the only manufacturer from foreign land to flourish and succeed in Indian market at
this scale. The company gained from the policy of developing bikes especially for India through
which it gained a lot of popularity among Indian customers and enthusiasts.
Characteristics of the Company:
Yamaha made its initial foray into India in 1985. In August 2001, Yamaha Motor India became a
100% subsidiary of Yamaha Motor Co. Ltd, Japan (YMC). In 2008, Mitsui &Co., Ltd. entered
into an agreement with YMC to become a joint-investor in the company "India Yamaha Motor
Private Limited (IYM)".IYM's manufacturing facilities comprise of 2State-of-the-art Plants at
Surajpur (Uttar Pradesh) and Faridabad (Haryana). The infrastructure at both the plants supports
production of motorcycles and parts for the domestic as well as overseas markets.
(YMIS) is a100% subsidiary of YMC.YMIS is established by YMC to provide Sales & Marketing
services to IYM. Headquartered in Chennai, YMIS supports IYM to market and sell its
motorcycles & scooters in domestic as well as export markets.

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Future of the Company:
In 2015 they are planning to launch new scooters in India:
In its continued endeavor to bring new excitement to its customers, Yamaha Motor India Sales
introduced an all new range of Alpha, Ray and RayZ scooters for the year 2015. The company
launched the new variants of its scooter range enabled with Yamaha's Next Generation 'Blue Core'
engine concept. 'Blue Core' is a development ideal for products that take riding enjoyment, fuel
efficiency and environmental performance to all-new levels. The engines based on the "Blue
Core" ideal are the result of a thorough pursuit to 1) Increase combustion efficiency, 2) Increase
cooling efficiency and, 3) Reduce power loss.
The new scooter range from Yamaha will boast of improved fuel mileage at 66 kmpl (Old mileage
was 62 Kmpl) and excellent engine performance. The new scooter range from Yamaha will be
available in vibrant new colour schemes and graphics.
Yamaha sells the Ray, RayZ and Alpha scooter models in India. While Ray and RayZ were
launched in the country in 2012 and 2013 respectively, Alpha made its debut during the Auto
Expo, held earlier last year. While Ray and RayZ cater to young girls and boys respectively, Alpha
caters to the family segment.
The new scooter models based on Blue Core development ideal are powered by a newly designed
air-cooled113 cc four stroke single cylinder engine that delivers smooth start-up acceleration and
pick up along with great fuel economy. There are few minor changes in the engine from the
current scooter range. These changes are: Nickels park plug for improved combustion, new
muffler setting and New BS carburetor & TPS setting.

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Growth of the Company:
Yamaha eyes 30% sales growth in 2015
Leading two wheeler manufacturer Yamaha Motor India Pvt Ltd. is eyeing 30 percent growth in
2015 calendar year in sales of motor bikes and scooters.
The company has set a target of selling 850,000 two-wheeler units in the country in 2015, up from
600,000 units sold last year.
"Yamaha is growing at the rate of 20-25 percent every year, higher than the industry average. Last
year, we clocked a growth of 23 percent. This year, we are targeting to grow at the rate of 30
percent. In 2015, we are eyeing sales of 850,000 units and subsequently raise it to one million
units in 2016,"said Ravinder Singh, vice president (strategy & planning) of the company.
Singh said, Yamaha has share of 23 percent in the deluxe bike segment and 7 percent share in
scooter sales. The company is selling around 15,000 scooter units every month. Asked if Yamaha
would introduce new models for the India market, he said, “All two-wheeler manufacturers are
introducing new models from time to time. Yamaha will also come up with new models and when
required. The models would be introduced depending on suitability of the market.
On the company's upcoming manufacturing plant at Chennai, he said, the plant would be in
angulated soon. India Yamaha is investing Rs1500 crore on the facility that would have a capacity
of 1.8 million units a year.

26
Studying Purchase Factors: To Study Customer Mind flow
This project is based on the study of customer mind flow. It helps us to know the mind set of
customer, their buying behaviour and purchasing habit.
Diagram of Customer Mind Flow:-
Referral
Use
Awareness
Interest
Loyalty
Purchase
Comparison
Action

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Awareness:-Awareness means making customers aware about the product. It is basically done
through advertisement, internet and social media.
Interest:-Through advertisement, social media, and various other ways interest is generated about
the product in the mind of the customer.
Action:-Once the interest is generated in customers then interest converts into an action. Were in
customer actually visits the store to see, touch and feel the product.
Comparison:-Once the customer has seen one product, then he tries to compare that product with
the other existing product. This comparison is done through the basis of quality, price, and
product. Based on comparison, the decision for best product is done.
Purchase:-As the decision is made, it is then converted into a purchase where in customer actually
purchases the product. Purchase for any particular product is done, only when the customer is
satisfied by the product’s quality with respect to other products present in the market.
Use:-Once the product is purchased, and then customer personally uses it. Here, the customer
actually is able to know the advantage of the product he purchased with respect to the other
product which he rejected.
Loyalty:-Once the customer is satisfied by one product then he prefers the same brand for his next
purchase. This makes the customer a loyal customer.
Referral:-In India we basically believe in word of mouth, Referral is a process to increase word of
mouth by encouraging customers and contacts to talk as much as possible about a brand or
product.

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FOMM Analysis of YAMAHA s competitors
(Facility, Operation, Manpower, Mind)
This analysis helped to analyse the difference between different competitor as well as Yamaha.
This analysis helped to improve observation skills, as the researcher had to observe certain points
at each visits to the two wheeler showrooms as customers and not as interns. The researcher was
supposed to observe how the dealers welcome their customers and on more parameters which has
been rated individually which has been shown in graphical format as below.
0
1
2
3
4
5
6
Facility Rating
HERO
HONDA
MAHINDRA
SUZUKI
TVS
VESPA

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0
1
2
3
4
5
6
Operations Rating
HERO
HONDA
MAHINDRA
SUZUKI
TVS
VESPA
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
Man Power Rating
HERO
HONDA
MAHINDRA
SUZUKI
TVS
VESPA

30
0
0.5
1
1.5
2
2.5
3
3.5
4
Bright
showroom
Welocme Neat and
Clean
apperance
of the
showroom
Good
Fragrance
Test
Experience
Offering (
water, Tea
etc)
Mind Rating
HERO
HONDA
MAHINDRA
SUZUKI
TVS
VESPA

31
FOMM Analyses of YAMAHA
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
Facility
YAMAHA
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
Operations
YAMAHA

32
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
Manpower
YAMAHA
0
1
2
3
4
5
6
Mind Rating
YAMAHA

33
Analysis:
According to the observations, rating, and looking at the graphs can be said that Vespa has been
the best overall, when it comes to FOMM Analysis, followed by Yamaha being the 2
nd
best.
This analysis helped to understand where Yamaha is lagging behind and even the fact is it is the
2
nd
best i.e. better than the remaining competitors. As an Intern, we learned why is it so important
to be good and welcome the customers and how does that become such an important task for a
company, because for a company their customers become their prime motive and keeping them
happy becomes their priority.
This analysis helped to build and improve on my observation skills as well as build confidence.

34
Rating for FOMM Analysis:-
RATINGS FOR FOMM ANALYSIS WAS DONE IN THE FORMAT SHOWN BELOW:
1 2 3 4 5
Poor Average Good Very good Excellent
Showrooms Visited for Rating:-
For the first 3 week we did an FOMM (Facility, Operation, Manpower, Mind) Analysis where I
visited Total 21 showrooms and 2 Service centre which includes competitor’s as well as Yamaha
showrooms, and because I visited showrooms, it became easier for me to analyse and compare
too.
 Honda : 3 Showroom, 1Service Centre
 Hero : 4 Showroom
 Suzuki : 4 Showroom
 Mahindra : 3 Showroom
 Vespa : 2 Showroom, 1Service Centre
 TVS : 1 Showroom
 Yamaha : 4 Showroom

35
Honda
Observation Jhaveri
Honda
(Kurla)
21 Honda
(Sakinaka)
Pilot
Honda
(Chembur)
Jhaveri
service
centre
(Kurla)
Clear visibility of showroom
Showroom frontage
Parking area
Test ride
Showroom size
Display of vehicle with standee and Product brochures
Customer lounge- sale area
Understanding customer need
Product demonstration
Offer test ride
Clarify doubts and objections
Taking customers details
Follow up
Neat and clean
Uniform with name badge
Product knowledge competition
Communication
Courteous behavior
Bright showroom
Welcome
Neat and clear appearance of the showroom
3
4
3
1
4
1
3
2
3
1
2
2
1
3
2
3
2
3
4
2
3
3
3
3
2
3
3
4
3
1
1
3
2
1
3
3
2
3
3
4
2
4
2
3
2
1
4
4
4
2
2
1
2
3
1
4
3
2
2
4
4
3
4
2
(over all
observatio
n is 2)

36
HERO
Observation Fortpoint
Hero
(Mahim)
Hero
(Goregaon)
Vision
Hero
(Kurla)
Max motors
hero
(Bhandup)
Showroom frontage
Parking area
Test ride
Showroom size
Offer test ride
Follow up
Neat and clean
Communication
Courteous behavior
Bright showroom
Welcome
4
3
3
2
3
4
3
2
2
1
2
4
1
4
3
3
3
4
4
2
3
3
4
3
3
4
3
2
3
1
1
2
4
1
4
2
2
4
2
3
2
3
4
3
4
2
3
2
2
3
1
1
2
1
1
3
2
3
3
1
4
1
4
4
3
3
2
3
3
2
2
1
2
3
2
1
3
3
3
3
2
4
2
3

37
Suzuki
Observation Dolphin
Suzuki
(Sakinaka)
Kiran
Suzuki
(Goregaon)
Riya
suzuki
(Mulund)
Gori
motors
(Andheri)
Showroom frontage
Parking area
Test ride
Showroom size
Display of vehicle with standee and Product
brochures
Offer test ride
Follow up
Neat and clean
Communication
Courteous behavior
Bright showroom
Welcome
4
4
3
1
3
3
3
2
3
1
1
2
1
1
3
3
3
2
3
3
2
3
3
2
4
3
2
2
3
3
2
3
3
3
3
3
2
3
3
3
3
3
3
4
3
1
3
2
3
3
2
3
2
2
3
1
2
2
3
2
3
4
3
3
3
3
1
3
3
3
2
3
1
2
3
2
1
3
2
2
1
2
3
2

38
Mahindra
Observation SK Auto plaza
(goregaon)
Deep Motors
(Thane)
Soniya Motors
(Bhandup)
Showroom frontage
Parking area
Test ride
Showroom size
Offer test ride
Follow up
Neat and clean
Communication
Courteous behavior
Bright showroom
Welcome
4
4
5
5
4
5
3
5
5
5
4
5
4
5
4
5
5
4
4
5
4
4
3
3
1
3
4
3
2
3
4
2
1
3
4
4
4
4
3
4
3
4
3
2
3
1
3
4
2
2
2
1
2
3
1
4
2
2
4
3
3
3
3

39
Vespa
Observation Indy Italia
(Bhandup)
Indy Italia
(Bandra)
Indy Italia Service
Centre (Bandra)
Showroom frontage
Parking area
Test ride
Showroom size
Offer test ride
Follow up
Neat and clean
Communication
Courteous behavior
Bright showroom
Welcome
5
4
4
5
4
4
5
5
4
5
5
4
3
4
4
5
4
5
4
4
5
5
5
4
5
4
4
4
4
4
5
4
4
3
5
4
5
5
5
5
5
4
4
(Over all
observation is 4)

40
TVS
Observation Abhishek
Autoworld
(Sakinaka)
Showroom frontage
Parking area
Test ride
Showroom size
Offer test ride
Follow up
Neat and clean
Communication
Courteous behavior
Bright showroom
Welcome
1
3
3
1
4
2
3
2
2
1
1
1
1
3
2
1
2
2
3
2
3

41
Yamaha
Observation Kamala
Yamaha
(Virohli)
Raj
Yamaha
(Bandra)
Dolphin
Yamaha
(sakinaka)
My
Yamaha
(Malad)
Showroom frontage
Parking area
Test ride
Showroom size
Offer test ride
Follow up
Neat and clean
Communication
Courteous behavior
Bright showroom
Welcome
4
4
3
1
4
3
3
3
3
1
2
4
1
4
4
3
3
3
4
3
5
4
3
4
2
3
2
2
4
4
3
4
3
1
4
3
4
4
4
4
3
4
4
4
4
1
3
4
4
4
3
1
3
2
1
4
4
3
4
3
4
3
5
5
4
3
3
4
5
5
4
4
3
4
5
2
4
4
4
4
3
5
4
5

42
Alpha customer Feedback
Tele calling Feedback of100 customers
Location:Nagpur and Nasik
 Service Centre Rating of Nagpur Customer
 Problem in Alpha Scooter
 Noisy /knocking sound from the scooter while Riding
 Not happy with mileage very less up to 40kmpl only
 Problem at service centre
 No problem at service centre, the service given by Gurudev Yamaha and Tajshree Yamaha was
good.
 Very few customer were not happy with the service provided by Tajshree but they were satisfy
 MajorIssue
 Noisy/Knocking sound- 12 Customer
 Mileage- 9 customer
0
2
4
6
8
10
12
14
16
PRODUCTIVECALLS
CUSTOMER SERVICE RATINGS
SERVICE CENTER RATING AT NAGPUR
NAGPUR

43
 Service Centre Rating of Nasik
 Problem in Alpha Scooter
 Because of the mileage problem many customer are not satisfied.
 Self start not functioning have to rely on Kick
 Problem at service centre
 Main problem in Nasik was when the Mahatma Nagar service got closed without informing their
customer
 The service centre near CBS Marg and Nasik-Pune highway provided very bad service and
customer find far.
 Many people who used to service their scooter regularly they missed their free service
 MajorIssue
 Mileage- 10 customer
 Self start- 8 customer
 Not happy with service provided.
0
2
4
6
8
10
12
poor average good very good excellent
PRODUCTIVECALLS
CUSTOMER SERVICE CENTER RATINGS
Nasik
nasik

44
Methodology
Observation
Descriptive and Statistical Analysis
Telecalling
Customer Interaction

45
Learning’s
 Got an opportunity to work at service centre. Being there for a month got a perfect idea how the
work done there.
 The Ideas like “work shop must be clean and the accident vehicles must be properly covered so
it do not give bad experience on customer” that were suggested had been approved by our
seniors and was implemented as well.
 I come to know about the brand Yamaha and its competitors
 I got to know the customers behaviour and their opinion about product
 About the process of dealership
 I learned about FOMM analysis and leakage analysis
 What facilities a dealer’s showroom should have
 How to convince a customer and persuade them to buy the product.
 Awareness regarding different features which I was not aware of; like Bluecore engines, wheels,
etc.
 Learned about different features of different motor cycles

46
Suggestion
 The promotional activity can be conducted in colleges too apart from society and malls; the reason
being maximum youth can be targeted.
 Free servicing for the Yamaha customer on his Birthday. This means if the customer visits the
Yamaha service centre to service his vehicle on his birthday, then he/she would provided with free
service for that day only.
 Tables and chairs in the showroom can be according to the shade of colors that Yamaha scooters
exist of this will make the showroom look attractive and the customers can be seat according to
their favorite color or if they have colors in their mind.
 Contest can be run, where in people can upload their ideas of advertisement for Fascino and best
one should be selected, and that customer will get a chance to be a part of advertise.
 Drop box system should be used where in people coming for enquiry can drop their details in the
drop box, and the one lucky customer would be selected and if he buy our scooter then along with
3 services free, he will get 2 additional services free.
 Washing area inside the service centre of Yamaha is highly recommended for the proper flow of
work in less time.
 It is recommended to extend the parking area due to shortage of parking area after bike has been
serviced

47
Conclusion
The study was conducted to know and understand how an automobile industry works. As an intern
of Yamaha, it was the best exposure and various projects were assigned and each project gave
some learning and scope to improve. Improved observation skills during FOMM Analysis, helped
the interns learn the difference between Yamaha and the Competitors, helped deal with various
problems while handling customer complaints, gained knowledge about various ranges of scooters
and technical details. For e.g.: FSRO(Front, Side, Rear, On The Seat), Helped understand and
manage events, co-ordinate with various kinds of people and getting the work done from them,
came up with different ideas and then implement it in the exact way as decided and required.
Thus, the above Analysis show an Automobile Industry works and how do they keep themselves
updated about their competitors and know where do they stand which is very important for any
organization.
These were the various projects handled and the opportunity to learn and gain knowledge from
them. Put together it was a great Experience.

Final project on Yamaha Motors

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