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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
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                              AT A GLANCE




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                              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 ………………………….., 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 …………………………., 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.




                              TABLE OF CONTENTS
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            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

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            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 –

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            200 Respondent.



            •   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 .




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            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.

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            •   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.




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                          CHAPTER 1
               INTRODUCTION




                              INTRODUCTION
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            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.




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            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
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                 durables is fast increasing. The market are now flooded with consumer durables
                 like TV sets and so 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

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               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 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.




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                              CHAPTER 2
               CRITICAL REVIEW OF
                   LITERATURE


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                               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.
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            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
            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.
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            Income group -

            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
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            knowledge impacts largely on retention.

            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




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                              CHAPTER 3
                  CORPORATE
                INTRODUCTION




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                              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).




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            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

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            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
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            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.”




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                                       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




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            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.


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            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



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            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


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            •   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
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            •   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

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            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


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            •   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
            •   YS-1390A
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            •   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

            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
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            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

            •   Robot
            •   Surface mounter

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            •       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




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           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




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           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.


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           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).




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                    Technological tie-ups of Select Players


                                 Nature of Alliance        Company                        Product
            Bajaj Auto           Technological tie-up      Kawasaki Heavy Industries      Motorcycles
                                                           Ltd, Japan
                                 Technological tie-up      Tokyo R&D Co Ltd, Japan        Two-wheelers
                                 Technological tie-up      Kubota Corp, Japan             Diesel
                                                                                          Engines
            HHML                 Joint Venture             Honda Motor Co, Japan          Motorcycles




                                 Tie up for                Italjet, Italy                 Scooters
            KEL                  manufacturing
                                 and distribution
            LML                  Technological tie-up      Daelim Motor Co Ltd            Motorcycles

            Hero Motors          Technological tie-up      Aprilia of Italy               Scooters




           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
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           need to upgrade their technical capabilities. These relate to three main areas: fuel economy,
           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
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           new technology (besides aromatic transmission) to further differentiate themselves. Thus,
           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.




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                                  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.




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           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.




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                              CHAPTER 4
                 RESEARCH
               METHODOLOGY




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           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:




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                 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.


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           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




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           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




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                                 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.




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                CHAPTER 5
              DATA COLLECTION
             AND INTERPRETATION




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           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.




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                        CHAPTER 6
                      GRAPHICAL DATA
                         ANALYSIS




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                                        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
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                                     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?


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                                             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?


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                                             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?



                                                      57
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                                                  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%


                                                    58
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                                     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%


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                                     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?

                                     Brand Value                                    80%

                                                            60
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                                    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%

                                             Excellent                                             75%
                                                         61
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                                          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.




                                                      62
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           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.




                                                      63
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           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?

                                                   64
Projectsformba.blogspot.com




                                      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.




                                                   65
Projectsformba.blogspot.com




           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.




                                                       66
Projectsformba.blogspot.com




           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.




                                                       67
Projectsformba.blogspot.com




           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.




                                                       68
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                              CHAPTER 7
                    FINDINGS OF RESERCH




                                69
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     FINDINGS OF THE RESEARCH




                              70
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     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                                    71
         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
Projectsformba.blogspot.com




           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.



                                                   72
Projectsformba.blogspot.com




           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.




                                                   73
A project report on customer satisfaction of two wheelers industries with special reference to yamaha motors
A project report on customer satisfaction of two wheelers industries with special reference to yamaha motors
A project report on customer satisfaction of two wheelers industries with special reference to yamaha motors
A project report on customer satisfaction of two wheelers industries with special reference to yamaha motors
A project report on customer satisfaction of two wheelers industries with special reference to yamaha motors
A project report on customer satisfaction of two wheelers industries with special reference to yamaha motors
A project report on customer satisfaction of two wheelers industries with special reference to yamaha motors
A project report on customer satisfaction of two wheelers industries with special reference to yamaha motors
A project report on customer satisfaction of two wheelers industries with special reference to yamaha motors
A project report on customer satisfaction of two wheelers industries with special reference to yamaha motors
A project report on customer satisfaction of two wheelers industries with special reference to yamaha motors
A project report on customer satisfaction of two wheelers industries with special reference to yamaha motors
A project report on customer satisfaction of two wheelers industries with special reference to yamaha motors
A project report on customer satisfaction of two wheelers industries with special reference to yamaha motors
A project report on customer satisfaction of two wheelers industries with special reference to yamaha motors
A project report on customer satisfaction of two wheelers industries with special reference to yamaha motors
A project report on customer satisfaction of two wheelers industries with special reference to yamaha motors
A project report on customer satisfaction of two wheelers industries with special reference to yamaha motors

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A project report on customer satisfaction of two wheelers industries with special reference to yamaha motors

  • 1. 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
  • 3. Projectsformba.blogspot.com 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 ………………………….., 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 …………………………., 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. TABLE OF CONTENTS 3
  • 4. Projectsformba.blogspot.com 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 4
  • 5. Projectsformba.blogspot.com 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 – 5
  • 6. Projectsformba.blogspot.com 200 Respondent. • 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 . 6
  • 7. Projectsformba.blogspot.com 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. 7
  • 8. Projectsformba.blogspot.com • 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. 8
  • 9. Projectsformba.blogspot.com CHAPTER 1 INTRODUCTION INTRODUCTION 9
  • 10. Projectsformba.blogspot.com 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. 10
  • 11. Projectsformba.blogspot.com 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 11
  • 12. Projectsformba.blogspot.com durables is fast increasing. The market are now flooded with consumer durables like TV sets and so 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 12
  • 13. Projectsformba.blogspot.com 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 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. 13
  • 14. Projectsformba.blogspot.com CHAPTER 2 CRITICAL REVIEW OF LITERATURE 14
  • 15. Projectsformba.blogspot.com 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. 15
  • 16. Projectsformba.blogspot.com 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 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. 16
  • 17. Projectsformba.blogspot.com Income group - 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 17
  • 18. Projectsformba.blogspot.com knowledge impacts largely on retention. 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 18
  • 19. Projectsformba.blogspot.com CHAPTER 3 CORPORATE INTRODUCTION 19
  • 20. Projectsformba.blogspot.com 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). 20
  • 21. Projectsformba.blogspot.com 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 21
  • 22. Projectsformba.blogspot.com 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 22
  • 23. Projectsformba.blogspot.com 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.” 23
  • 24. Projectsformba.blogspot.com 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 24
  • 25. Projectsformba.blogspot.com 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. 25
  • 27. Projectsformba.blogspot.com 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 27
  • 28. Projectsformba.blogspot.com 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 28
  • 29. Projectsformba.blogspot.com • 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 29
  • 30. Projectsformba.blogspot.com • 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 30
  • 31. Projectsformba.blogspot.com 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 31
  • 32. Projectsformba.blogspot.com • 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 • YS-1390A 32
  • 33. Projectsformba.blogspot.com • 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 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 33
  • 34. Projectsformba.blogspot.com 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 • Robot • Surface mounter 34
  • 35. Projectsformba.blogspot.com • 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 35
  • 36. Projectsformba.blogspot.com 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 36
  • 37. Projectsformba.blogspot.com 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. 37
  • 38. Projectsformba.blogspot.com 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). 38
  • 39. Projectsformba.blogspot.com Technological tie-ups of Select Players Nature of Alliance Company Product Bajaj Auto Technological tie-up Kawasaki Heavy Industries Motorcycles Ltd, Japan Technological tie-up Tokyo R&D Co Ltd, Japan Two-wheelers Technological tie-up Kubota Corp, Japan Diesel Engines HHML Joint Venture Honda Motor Co, Japan Motorcycles Tie up for Italjet, Italy Scooters KEL manufacturing and distribution LML Technological tie-up Daelim Motor Co Ltd Motorcycles Hero Motors Technological tie-up Aprilia of Italy Scooters 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 39
  • 40. Projectsformba.blogspot.com need to upgrade their technical capabilities. These relate to three main areas: fuel economy, 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 40
  • 41. Projectsformba.blogspot.com new technology (besides aromatic transmission) to further differentiate themselves. Thus, 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. 41
  • 42. Projectsformba.blogspot.com 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. 42
  • 43. Projectsformba.blogspot.com 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. 43
  • 44. Projectsformba.blogspot.com CHAPTER 4 RESEARCH METHODOLOGY 44
  • 45. Projectsformba.blogspot.com 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: 45
  • 46. Projectsformba.blogspot.com 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. 46
  • 47. Projectsformba.blogspot.com 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 47
  • 48. Projectsformba.blogspot.com 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 48
  • 49. Projectsformba.blogspot.com 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. 49
  • 51. Projectsformba.blogspot.com CHAPTER 5 DATA COLLECTION AND INTERPRETATION 51
  • 52. Projectsformba.blogspot.com 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. 52
  • 53. Projectsformba.blogspot.com CHAPTER 6 GRAPHICAL DATA ANALYSIS 53
  • 54. Projectsformba.blogspot.com 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 54
  • 55. Projectsformba.blogspot.com 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? 55
  • 56. Projectsformba.blogspot.com 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? 56
  • 57. Projectsformba.blogspot.com 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? 57
  • 58. Projectsformba.blogspot.com 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% 58
  • 59. Projectsformba.blogspot.com 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% 59
  • 60. Projectsformba.blogspot.com 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? Brand Value 80% 60
  • 61. Projectsformba.blogspot.com 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% Excellent 75% 61
  • 62. Projectsformba.blogspot.com 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. 62
  • 63. Projectsformba.blogspot.com 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. 63
  • 64. Projectsformba.blogspot.com 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? 64
  • 65. Projectsformba.blogspot.com 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. 65
  • 66. Projectsformba.blogspot.com 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. 66
  • 67. Projectsformba.blogspot.com 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. 67
  • 68. Projectsformba.blogspot.com 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. 68
  • 69. Projectsformba.blogspot.com CHAPTER 7 FINDINGS OF RESERCH 69
  • 70. Projectsformba.blogspot.com FINDINGS OF THE RESEARCH 70
  • 71. Projectsformba.blogspot.com 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 71 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
  • 72. Projectsformba.blogspot.com 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. 72
  • 73. Projectsformba.blogspot.com 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. 73