customer perception towards bike in surat city

1
A
SUMMER INTERNSHIP PROJECT
ON
“A study on perception of consumer toward bike in Surat
city”
Submitted to
S.R. LUTHRA INSTITUTE OF MANAGEMENT
IN PARTIAL FULFILLMENT OF THE
REQUIREMENT OF THE AWARD FOR THE DEGREE OF
MASTER OF BUSINESS ADMINISTRATION
In
Gujarat Technological University
UNDER THE GUIDANCE OF
Faculty Guide: Company Guide:
Mr. Pratiksinh Vaghela Mr. Hardik Joshi.
Assist.Prof (manager)
(Nj Automobiles Pvt.
Ltd.)
Submitted by
Mr. Rishi Patel
[Batch No. 2015-17, Enrollment No. 158050592089]
MBA SEMESTER III
S.R. LUTHRA INSTITUTE OF MANAGEMENT – 805
MBA PROGRAMME
Affiliated to Gujarat Technological University
Ahmedabad
July, 2016

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Student’s Declaration
I, Mr. Rishi Patel, hereby declare that the report for Summer Internship Project
entitled “A study on perception of consumer toward bike in Surat city”
is a result of my own work and my indebtedness to other work publications,
references, if any, have been duly acknowledged.
Place: Surat
Date: _____________
__________________
(Rishi Patel)

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Institute’s Certificate
This certified that this Summer Internship Project Report Titled “A study on
perception of consumer toward bike in Surat city” is the bonafide work of Mr.
Rishi Patel (Enrollment No. 158050592089), who has carried out the
research under my supervision. I also certify further, that to the best of my
knowledge the work reported herein does not form part of any other project
report or dissertation on the basis of which a degree or award was conferred
on an earlier occasion on this or any other candidate.
Place: Surat
Date: ________________
___________________
Mr. Pratiksinh Vaghela.
(Assist.Prof)
___________________
(J. M. Kapadia)
Director

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PRE FACE
I undertake writing this report because I am a student who is presently
undertaking education in the spare of Master of Business Administration
which covers business activities. Being student of MBA each student has
under do project work in the 3nd semester with topic related to the selected
specialization. Bike is one of the things that before some year ago saw as
luxurious item but now a days it become need so, I have selected the topic
named study on perception of consumer toward bike in Surat city.
The research has been conducted about almost one and half months from 6
June 2015 to 18 July 2016. Some of tools and techniques like kruskal wallish
have been used for data analysis. The objective was to know the perception
of consumer on buying bike as well major influencer and sources which
influence consumer.

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ACKNOWLEDGEMENT
I have taken efforts in this project. However, it would not have been possible
without the kind support and help of many individuals and organizations. I
would like to extend my sincere thanks to all of them.
I am highly indebted to Mr. Pratiksinh vaghela for their guidance and constant
supervision as well as for providing necessary information regarding the
project & also for their support in completing the project.
I would like to express my gratitude towards my parents & member of N.J
Automobiles Pvt. Ltd. for their kind co-operation and encouragement which
help me in completion of this project.
I would like to express my special gratitude and thanks to industry persons for
giving me such attention and time.
My thanks and appreciations also go to my colleague in developing the
project and people who have willingly helped me out with their abilities.

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EXECUTIVE SUMMARY
The project entitled “A study on perception of consumer toward bike in surat
city” included industry profile, company profile, research methodology, data
analysis & then finding, conclusions & recommendations.
Industry profile indicates the detail in which industry company belongs i.e.
Automotive or Automobile industry. Company profile is followed by industry
which indicates the detail of company i.e. N.J Automobiles Pvt. Ltd.
Next is research methodology which consists of the whole research process
of how this project will be carried out. It includes objectives, research design,
sample size (i.e.200 respondents of Surat area), sampling design and most
important benefits & limitation of project report.
Data analysis consists of related data calculation required to complete this
project. Here, in data analysis SPSS software and MS EXCEL are used.
It is finding out that buying bike is necessity in today era because the
objective behind buying bike is one family need and and it is also finding out
that major of respondents buying decision influence by increase in income
and price, fuel efficiency are most important attributes of bike.

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TABLE OF CONTENTS
Sr.
No.
Particulars Page
No.
1. Introduction 1
Industry Profile 4
 Global
 National
 State
 PESTEL
 Major Players
 Major Offerings
4
10
14
15
17
18
Company Profile 20
 Company Profile
 Organogram
 Divisions/ Departments
 SWOT
 Market Position
21
23
24
25
4. Review of Literature 27
Research Methodology 33
 Problem Statement
 Research Objective
 Research Design
◦ Type of Design
◦ Sampling
◦ Data Collection
◦ Tools for Analysis
◦ Limitations of the Study
34
34
35
35
35
36
36
36
6. Data Analysis & conclusion 37
- Bibliography 61
- Annexure 63

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LIST OF TABLES
SR.NO CONTENT PAGE NO.
1. Table No: 1.1 Global production of motor vehicles 7
2. Table No: 1.2 total production of automobile in india 11
3.
Table 6.1 gender shows the same frequency.
38
4.
Table 6.2 ages shows the same frequency.
39
5.
Table 6.3 qualification shows the same frequency.
40
6.
Table 6.4 occupation shows the same frequency.
41
7.
Table 6.5 annual incomes shows the same
frequency.
42
8.
Table 6.6 brand of bike shows the same frequency.
43
9.
Table 6.7 objective behind buying a bike shows the
same frequency.
44
10.
Table 6.8 source of information about bike shows the
same frequency.
45
11.
Table 6.9 Features about bike shows the same
frequency.
46
12.
Table 6.10 overall satisfaction level towards your
brand shows the same frequency.
50
13. Table: 6.11 Descriptive Statistics 51
14. Table No: 6.12 Rank 52
15.
Table:6.13 Test Statistics
55

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LIST OF FIGURES
SR.NO CONTENT PAGE
NO.
1.
Figure No: 1.1 World Motor Vehicle Production
8
2.
Figure No: 1.2 Market Share of Indian automobile
industries by volume
12
3. Figure No: 2.1 Company Organogram 23
4. Figure No: 5.1 Research Design 35
6. Figure No: 6.1 Gender% 38
7.
Figure No: 6.2 ages shows the same frequency.
39
8.
Figure No: 6.3 qualifications show the same frequency.
40
9.
Figure No: 6.4 occupations show the same frequency.
41
10.
Figure No: 6.5 Table 6.5 annual incomes shows the same
frequency.
42
11.
Figure No: 6.6 brand of bike shows the same frequency.
43
12.
Figure No: 6.7 objectives behind buying a bike shows the
same frequency.
44
13.
Figure No: 6.8 source of information about bike shows the
same frequency.
45
14.
Figure No: 6.9 Features about bike shows the same
frequency.
46
15.
Figure No: 6.10 overall satisfaction level towards your
brand shows the same frequency.
50

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INTRODUCTION
Human beings, in general, are multifaceted creatures who often do not seem
even to know their own minds. It is rarely easy, and sometimes impossible, to
generalize about human behavior. Each individual is a unique product of
genetics, environment and experience. Predicting such a strange behavior of
people is a difficult and complex task, filled with worries, risks, and surprises.
Accurate predictions can yield vast fortunes and inaccurate predictions can
result in the loss of millions of rupees. Today, business around the world
recognizes that „the consumer is the king. Knowing why and how people
consume products helps marketers to understand how to improve existing
products, what types of products are needed in the market place, or how to
attract consumers to buy their products. The period of liberalization,
privatization and globalization has brought changes in society and lifestyle of
people. Marketers can rationalize their existence only when they are able to
understand consumer’s wants and satisfy them. The modern marketing
concept for successful management of a firm requires marketers to consider
the consumer as the focal point of their business activity. Although it is
important for the firm to understand the buyer and accordingly evolve its
marketing strategy, the buyer or consumer continues to be a mystery -
sometimes responding the way the marketer wants and on other occasions
just refusing to buy the product from the same marketer.
For this reason, the buyer’s mind has been termed as a black box, which
should be opened by the seller to be a successful marketer. The study of
consumer behaviour also includes an analysis of factors that influence
purchase decisions and product use. Understanding how consumers make
purchase decisions can help marketing managers in several ways. For
example, if a manager knows through research that fuel mileage is the most
important attribute for a certain target market, the manufacturer can redesign
the product to meet that criterion. If the firm cannot change the design in the
short run, it can use promotion in an effort to change consumer’s decision
making criteria. For example, an automobile manufacturer can advertise a
car’s maintenance-free feature while downplaying fuel mileage.

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With the growth in auto industry consumers are getting innumerable options to
choose from in almost every segment of the Indian auto industry. The high
degree of rivalry in the industry with the launch of new product almost in each
month and routine new entry of foreign players has made the market hyper
competitive. Hence to maintain higher profitability as well as to grow the
business, the insight into consumer psyche to understand their need and
satisfaction level is of utmost importance for the manufacturer of automobiles.
The paper attempts to study the needs and requirements of the customers
towards purchasing new cars and their perception towards current products.
For manufacturers, the pursuit of right product features is essential for being
competitive as well as exploring new business opportunities.

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AUTOMOBILE INDUSTRY:
“The automotive or automobile industry is a wide range of companies and
organizations involved in the design, development, manufacturing, marketing,
and selling of automobile.
History of Automobile Industry:-
The automotive industry began in the 1890s with hundreds of manufacturers
that pioneered the horseless carriage. For many decades, the United States
led the world in total automobile production. In 1929 before the Great
Depression, the world had 32,028,500 automobiles in use, and the U.S.
automobile industry produced over 90% of them. At that time the U.S. had
one car per 4.87 persons.After World War II, the U.S. produced about 75
percent of world's auto production. In 1980, the U.S. was overtaken by Japan
and became world's leader again in 1994. In 2006, Japan narrowly passed the
U.S. in production and held this rank until 2009, when China took the top spot
with 13.8 million units. With 19.3 million units manufactured in 2012, China
almost doubled the U.S. production, with 10.3 million units, while Japan was
in third place with 9.9 million units. From 1970 (140 models) over 1998 (260
models) to 2012 (684 models), the number of automobile models in the U.S.
has grown exponentially.
Global Output:-
Growth in global automotive production is likely to remain at around +4% per
year in 2014 and 2015, with an increase in production in China, India, and
Mexico at the expense of Europe. Production is even expected to exceed 100
million vehicles by 2017. The major component manufacturers, which are
essential for auto makers, have relocated to follow production and register
healthy levels of profitability.
The global market has returned to a medium-term growth rate of +4% per
year and production is set to exceed 100 million vehicles (passenger cars and
commercial vehicles) by 2017. While it is well known that the industrialized
countries, such as the United States (ownership rate of 80%), Europe

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(ownership rate of more than 55%), and Japan (ownership rate of 60%), do
not offer great growth potential, they remain renewal markets. With lower and,
in some cases, very low ownership rates in places like China (5%), India (2%)
or Africa, the rest of the world offers obvious long-term growth prospects.
However, new, ever-cheaper and harder- wearing products will have to be
invented to adapt to still-limited infrastructures and services: manufacturer are
working on it.
The automobile industry is also a major innovator, investing almost €85 billion
in research, development and production. The auto industry plays a key role
in the technology level of other industries and of society and is one of the
largest investors in research and development, with several manufacturers
leading the Top 10. Vehicle manufacturing and use are also major
contributors to government revenues around the world, contributing over €430
billion in twenty-six countries alone.
Increasing global trade has enabled the growth in world commercial
distribution systems, which has also expanded global competition amongst
the automobile manufacturers. Japanese automakers in particular, have
instituted innovative production methods by modifying the U.S. manufacturing
model, as well as adapting and utilizing technology to enhance production and
increase product competition.
There are a number of trends that can be identified by examining the global
automotive market, which can be divided into the following factors
Global Market Dynamics - The world's largest automobile manufacturers
continue to invest into production facilities in emerging markets in order to
reduce production costs. These emerging markets include Latin America,
China, Malaysia and other markets in Southeast Asia.

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Table No: 1.1 Global productions of motor vehicles
Year Production Change
1997 54,434,000
1998 52,987,000 -2.7%
1999 56,258,892 6.2%
2000 58,374,162 3.8%
2001 56,304,925 -3.5%
2002 58,994,318 4.8%
2003 60,663,225 2.8%
2004 64,496,220 6.3%
2005 66,482,439 3.1%
2006 69,222,975 4.1%
2007 73,266,061 5.8%
2008 70,520,493 -3.7%
2009 61,791,868 -12.4%
2010 77,857,705 26.0%
2011 79,989,155 3.1%
2012 84,141,209 5.3%
2013 87,300,115 3.7%
2014 89,747,430 2.6%

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World Motor Vehicle Production
Figure: 1.1 Production volumes (1000 vehicles)
Production in selected countries in 2014, by country
1. China: The market is soaring (+10% in 2014 and +8% in 2015) but is
perhaps becoming too profitable: selling prices will have to fall to maintain this
pace.
2 . United States: The market has finally returned to its pre-crisis sales level,
with a -20% reduction in the workforce and renewed profitability. We expect
the market to grow +4% in 2014 and +3% in 2015, i.e. 17 million units sold.
3 .Japan: Despite its accommodating monetary policy and flagrant
protectionism (94% of cars sold are Japanese), the VAT hike is expected to
dent sales by -5% in 2014 and -2% in 2015.
4. Europe. The automotive market is expected to recover by +5% in 2014 and
2015, but is still a long way from its pre-crisis level. The cannibalism among
European auto makers continues to rage, eating away at margins already
suffering from overcapacity.

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◾ France: the market is showing early signs of a recovery, and sales are
expected to grow +3% in 2015, but production, which continues to move
offshore and is positioned mainly in entry-level products, has more than
halved since 2005.
◾ Italy: the market is still depressed (sales are expected to come in at 1.3
million units, i.e. half their pre-crisis level) and production capacity continues
to be underutilized with no hope of a rapid turnaround.
◾ Germany: auto makers are seeking to absorb the increase in operating
costs and investments via efficiency gains and internal synergies. Special
Report Euler Hermes market is expected to grow +3% in 2014 and 2015.
◾ Spain: automotive production is expected to grow +10% and contribute
strongly to the country’s trade surplus (EUR 12.5 billion in 2013) after the
wage adjustments and the increase in working hours. The market, although at
half its pre-crisis level, is set to register an increase of +10% in 2014,
bolstered by scrap page incentives.
◾ United Kingdom: the pre-crisis level of registrations, at 2.4 million units, has
been regained, and the market is expected to grow +10%.
◾ Belgium: The market should remain stable while production faces a chronic
crisis (halved by the crisis) and there is no prospect for growth.
5. New players: The hoped-for El Dorado in emerging automotive markets has
been under- mined by the series of economic and political crises. For 2014,
we expect registrations to fall - 10% in Brazil, grow a meager +2.5% in India,
and contract -14% in Russia. A few new markets such as Saudi Arabia,
Turkey, and Malaysia are step- ping forth, but as Thailand and Argentina have
shown, economic and political risks have a direct impact on the automotive
market.

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Automobile Industry in India:-
History:
The Ambassador dominated India's automotive market from the 1960s until
the mid-80
In 1897, the first car ran on an Indian road. Through the 1930s, cars were only
imported, and in very small numbers.
An embryonic automotive industry emerged in India in the
1940s. Hindustan was launched in 1942, long-time competitor Premier in
1944, building GM and Fiat products respectively.[9] Mahindra & Mahindra was
established by two brothers in 1945, and began assembly ofJeep CJ-3A utility
vehicles. Following independence in 1947, the Government of India and the
private sector launched efforts to create an automotive-component
manufacturing industry to supply to the automobile industry. In 1953, an
import substitution programmed was launched, and the import of fully built-up
cars began to be restricted.
However, growth was relatively slow in the 1950s and 1960s, due to
nationalization and the license raj, which hampered the Indian private sector.
After 1970, with restrictions on the import of vehicles set, the automotive
industry started to grow; but the growth was mainly driven by tractors,
commercial vehicles and scooters. Cars were still a major luxury item. In the
1970s, price controls were finally lifted, inserting a competitive element into
the automobile market. However, by the 1980s, the automobile market was
still dominated by Hindustan and Premier, who sold superannuated products
in fairly limited numbers. During the eighties, a few competitors began to
arrive on the scene.
In 1986, to promote the auto industry, the government established the Delhi
Auto Expo. The 1986 Expo was a showcase for how the Indian automotive
industry was absorbing new technologies, promoting indigenous research and
development, and adapting these technologies for the rugged conditions of
India. The nine-day show was attended by then Prime Minister Rajiv Gandhi.

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Introduction
The Indian auto industry is one of the largest in the world with an annual
production of 21.48 million vehicles in FY 2013-14. The automobile industry
accounts for 22 per cent of the country's manufacturing gross domestic
product (GDP).
An expanding middle class, a young population, and an increasing interest of
the companies in exploring the rural markets have made the two wheelers
segment (with 80 per cent market share) the leader of the Indian automobile
market. The overall passenger vehicle segment has 14 per cent market share.
India is also a substantial auto exporter, with solid export growth expectations
for the near future. Various initiatives by the Government of India and the
major automobile players in the Indian market is expected to make India a
leader in the Two Wheeler and Four Wheeler market in the world by 2020.
Table:1.2 total production of automobile in india

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Market size:
The industry produced a total 14.25 million vehicles including PVs,
commercial vehicles (CVs), three wheelers (3W) and 2W in April–October
2015, as against 13.83 in April–October 2014, registering a marginal growth
of 3.07 per cent, year-to-year.
The sales of PVs grew by 8.51 per cent in April–October 2015 over the same
period in the previous year. The overall CVs segment registered a growth of
8.02 per cent in April–October 2015 as compared to same period last year.
Medium & Heavy Commercial Vehicles (M&HCVs) registered very strong
growth of 32.3 per cent while sales of Light Commercial Vehicles (LCVs)
declined by 5.24 per cent during April–October 2015, year-to-year.
In April–October 2015, overall automobile exports grew by 5.78 per cent. PVs,
CVs, 3Ws and 2Ws registered growth of 6.34 per cent, 17.95 per cent, 18.59
per cent and 3.22 per cent, respectively, in April–October 2015 over April–
October 2014.
Market share of Indian automobile industry by volume
Two wheelers dominate production volumes; in FY13, the segment accounted
for 77 per cent of the total automotive production in India.
Figure No: 1.2Market Share of Indian automobile industries by volume

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Investments
In order to keep up with the growing demand, several auto makers have
started investing heavily in various segments of the industry during the last
few months. The industry has attracted foreign direct investment (FDI) worth
US$13.48 billion during the period April 2000 to June 2015, according to data
released by Department of Industrial Policy and Promotion (DIPP).
Some of the major investments and developments in the automobile sector in
India are as follows:
 Global auto maker Ford plans to manufacture in India two families of
engines by 2017, a 2.2 liter diesel engine code-named Panther, and a
1.2 liter petrol engine code-named Dragon, which are expected to
power 270,000 Ford vehicles globally.
 The world’s largest air bag suppliers AutolivInc, Takata Corp, TRW
Automotive Inc and Toyoda Gosei Co are setting up plants and
increasing capacity in India.
 General Motors plans to invest US$1 billion in India by 2020, mainly to
increase the capacity at the Talegaon plant in Maharashtra from
130,000 units a year to 220,000 by 2025.
 US-based car maker Chrysler has planned to invest Rs 3,500 crore
(US$525 million) in Maharashtra, to manufacture Jeep Grand
Cherokee model.
 Mercedes Benz has decided to manufacture the GLA entry SUV in
India. The company has doubled its India assembly capacity to 20,000
units per annum.
 Mahindra Two Wheelers Limited (MTWL) acquired 51 per cent shares
in France-based Peugeot Motorcycles (PMTC).

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Automobile Industry as State level:
Government Initiatives
 The Government of India aims to make automobile manufacturing the
main driver of "Make in India" initiative, as it expects the passenger
vehicles market to triple to 9.4 million units by 2026, as highlighted in
the Auto Mission Plan (AMP) 2016-26.
 In the Union budget of 2015-16, the Government has announced plans
to provide credit of Rs 850,000 crore (US$127.5 billion) to farmers,
which is expected to boost sales in the tractors segment.
 The government plans to promote eco-friendly cars in the country—i.e.
CNG-based vehicles, hybrid vehicles, and electric vehicles—and also
to make mandatory 5 per cent ethanol blending in petrol.
 The government has formulated a Scheme for Faster Adoption and
Manufacturing of Electric and Hybrid Vehicles in India, under the
National Electric Mobility Mission 2020, to encourage the progressive
introduction of reliable, affordable, and efficient electric and hybrid
vehicles into the country.
 The Automobile Mission Plan (AMP) for the period 2006–2016,
designed by the government is aimed at accelerating and sustaining
growth in this sector. Also, the well-established Regulatory Framework
under the Ministry of Shipping, Road Transport and Highways, plays a
part in providing a boost to this sector.

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Pestle analysis:
 Political environment:
• Indian Government has changed its role from controller to facilitator with
prime focus on providing better infrastructure, growth oriented economic
policies and right environment to attract investments. This has made giant
auto manufacturers enter into India and affect the competitive environment.
• The liberalization steps, such as, relaxation of the foreign exchange and
equity regulations, reduction of tariffs on imports, and refining the banking
policies, have played an equally important role in bringing the Indian
Automotive industry to great heights.
• Institutionalization of automobile finance has further paved the way to
sustain a long-term high growth for the industry.
 Economic environment:
• Rising GDP consecutively for the last 5 years has led to increased
purchasing power and hence the automobiles.
• Per capita Income is rising, which is affecting the segments of automobiles
being ventured into.
• There is cut Throat competition among many players in market.
• Increasing urbanization of rural India also has given rise to increase in
sales.
• The concept of service in auto industry has changed into customer care
now, thus encompassing the greater value into it.

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 Social Environment:
• Indian families are becoming increasingly nuclear
• Increasing Propensity to spend
• Increasing distances between work-place and residence
• Increase in percentage of working women has increased number of earning
members in a family.
 Technology:
• Alternate Fuel: increasing Use of CNG and LPG instead of conventional fuel
has made the entry of new kinds of vehicle in the market.
• Advent of Internet: The customer can now use the Internet to place the
order and expect the manufacturer to fulfill his customized demand in the
minimum time.
• Electric Car: With technological advancements electrical car may emerge as
a preferred option.
 Conclusions
• Institutionalization of automobile finance has become important factor for
sustainable growth.
• Car industry is gaining exports orientation due to foreign investment and deli
censing.
• Increase in money supply would ensure a reasonable demand for cars.
• Car industry is a growth industry which is sustainable.
• The changing lifestyles indicate an increase in demand for cars in the all the
segments and especially mid price segment

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• The changing buying behavior shows preference for styling, comfort, fuel
efficiency and conformance to environmental standards
• Technologically the industry is experiencing major changes like alternative
fuels, customization etc.
• Intense competition is indicated in the coming years due to increase in
market players.
• The concept of value has been widened up to include customer care.
List of Top 10 Automobile Companies in India (Figures in Crores)
Table No: 1.3 List of Top 10 Automobile Companies
NO Company Turnover PAT Assets
1 Tata Motors Ltd. 123222.91 9273.62 52209.48
2 Mahindra & Mahindra Ltd. 37026.37 3079.73 36926.19
3 Maruti Suzuki India Ltd. 38140.69 2382.37 14762.9
4 Hero MotoCorp Ltd. 19669.29 1927.9 4447.22
5 Bajaj Auto Ltd. 17008.05 3454.89 5154.96
6 Ashok Leyland Ltd. 11133.04 631.3 6621.16
7 Sundaram Clayton Ltd. 7419.41 64.63 2428.87
8 TVS Motor Company Ltd. 6569.99 127.94 1745.06
9 Eicher Motors Ltd. 5138.64 243.12 474.14
10 Force Motors Ltd. 1574.05 58.62 583

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The Future of the Automotive Industry
The automobile industry is not going anywhere soon. As the trends in the
automotive industry continue, there exists both old and new opportunities
available for those interested in franchising to get involved. Car maintenance,
repairs, and body services are regularly going to be in demand regardless of
whether people prefer to buy new cars or keep their old ones.
The green movement has hit the automotive industry as all car manufacturers
are focusing their attention on producing more environmentally friendly and
fuel efficient vehicles. As this infant market matures, there will be a demand
for services from businesses that understands how to cater to these specific
types of vehicles.
TOP MOTORCYCLE COMPANIES IN INDIA 2016
1. HERO MOTOCORP
Hero motocorp previously known as hero Honda is the top most trusted
brand in India. Hero motocorp has a big range of bikes and scooters in
India. It has launched some great quality Scooters too in India. Hero
motocorp is the leading two wheelers manufacturer in India.
2. BAJAJ
Bajaj is one of the most famous two wheeler’s brand in India. The
reason you are seeing it on the second position of this list because
people trust and buy Bajaj vehicles because off the great mileage they
offer. Some of the most popular bikes from Bajaj are Bajaj pulsar. Bajaj
platina and Bajaj discover.
3. YAMAHA
Yamaha focus on two wheeler that gives us a look and feel of sports
bikes. The main point that favor Yamaha is its stylish bikes which are
the most loved among youngsters. Yamaha has launched some really
cool bikes in recent days and it has always focus on vintage bike.

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4. TVS
If you are from India then you must be aware with the tvs brand.
Popular among the budget buyers as it launches budget bikes or semi
–budget bikes which possess great power. TVS has launched some
really cool scooters that have become a hit in no time.
5. HONDA
Honda motorcycle is very famous in india as it india as it offers quality
vehicles. We have seen some successful models like the active
scooter and the most popular one the Honda shine 125cc motorcycle.
Couple of year back HMSI has registered a record number of sales.
6. MAHINDRA
This list won’t look complete without the automobile giant Mahindra.
Mahindra also works on design and manufactures of 4 wheel vehicles.
Mahindra two wheeler segments has gained huge popularity in India as
we have witnessed some brilliant offerings from Mahindra. It’s one of
the top distributers of two wheeler vehicles in India.
7. ROYAL ENFIELD
Royal Enfield commonly known as bullet is one the most loved bikes in
India .the bullet mark is there from a very old time. Even the latest and
classic range is also known as bullet. if you love vintage and heavy
bikes then you can’t ignore the royal Enfield at all. Its next category is
the thunderbird category which is a cruise style motor cycle.
8. SUZUKI
Suzuki motorcycle is not an Indian brand as it is a unit of Suzuki motor
corporation Japan. They have installed a plant locally in India that is
situated in gurgaon (Haryana). In recent times We have seen some
great offerings from the Japanese manufacturer such as Suzuki Hayate
and the incredible Suzuki Hayabusa.

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Yamaha Company Profile
Since 1887, when it began producing reed organs, the Yamaha Corporation in
Japan (then Nippon Gakki Co., Ltd.) has grown to become the world's largest
manufacturer of a full line of musical instruments, and a leading producer of
audio/visual products, semiconductors and other computer related products,
sporting goods, home appliances and furniture, specialty metals, machine
tools, and industrial robots.
Yamaha now owns 44 subsidiaries and representative offices in overseas
markets in addition to numerous related companies in Japan.
Additionally, Yamaha owns and runs its unique resort facilities throughout
Japan so as to enhance our customers' leisure and cultural activities. Also,
Yamaha provides a place for studying music, sets opportunities for presenting
one's own compositions, and creates an environment for the enjoyment of a
variety of musical endeavors.
Since Yamaha Music Foundation was established in 1966, it has generated a
wide range of music activities throughout global society, including Yamaha
music schools, and the Junior Original Concert. Strong commitment to
promote and support music education and popularization is one of the most
significant elements to distinguish Yamaha from its competitors.
Yamaha has endeavored to produce products and services that satisfy the
diverse needs and desires of people worldwide. Its products and services are
recognized the world over for superior quality in acoustics, design,
technology, craftsmanship, and customer oriented services. These products
and services under the brand name of Yamaha are highly regarded by a large
number of professionals, institutions, business people within the related
industries, and consumers.

31
COMPANY OVERVIEW:
Company name : NJ AUTOMOBILES PVT LTD
Factory address : India Yamaha motor pvt.Ltd, A-3 ,noida-
Dadri road surajpur, gautambudhnagar
Uttar Pradesh, india-201306
Office address : n j automobiles opp. Nissan showroom,
Udhnabrcroad,udhna, Surat.
E-mail : www.njautomobile@gmail.com
Competitors : Honda, hero, Bajaj
Starting investment: 50, 00,000
Total no of employee: 18
Bank : SBI
Market condition : local

32
Organogram
PINTU BHAI
(OWNER)
SELLES
HARDIK JOSHI
(MANEGER)
RAJIV SISODIYA
(TL)
TINA (SALES-
EXECUTIVE)
SEMA (SALES-
EXECUTIVE)
MEHUL (SALES-
EXECUTIVE)
RAVINA (SALES-
EXECUTIVE)
JANVI
(RECEPTIONIST)
DEEPIKA
(ACCOUNTANT)
SERVICE
RAMESH MISTRY
(WORKSHOP
MANEGER)
KUNAL
(TECHNITION)
BRIJESH
(TECHNITION)
SAKIB BHAI
(SPARE-PART
INCHARGE)
DEVANG (PDI
INCHARGE)
YOGESH BHAI(PDI
INCHARGE)
MUKESH BHAI (PDI
INCHARGE)
SEEMA (WORK
SHOP
RECEPTIONIST)
RAJ (HELPER)

33
DEPARTMENT
There are main 3 dept.
1. Service
2. Sales
3. Finance
Service:
Intangible product such as cleaning, consultancy, medical treatment, or
transportation. Sometimes services are difficult to identify because they are
closely with a good; and they (1) cannot be stored or transported, (2) are
instantly perishable and (3) come into existence at the time they are
consumed
Sales
1. The activity or business of selling products or services.
2. An alternative term for sales revenue or sales volume.
3. The exchange of a commodity for money; the action of selling something.
Finance
1. the management of large amounts of money,
2. The management of revenues; or transaction of money generally,
especially those affecting the public, as in the fields of investment.
3. Finances, the monetary resources.

34
Swot analysis of Yamaha automobile
Every organization has some strength &weakness, opportunity & threats
These are as follows:
STRENTH:
1. 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.
2. Continuously does product improvement in accordance with
demanding customers.
3. The distribution network of Yamaha Motors is very wide and spread
across the country.
4. Probably the best in terms of R&D facility.
5. Has great brand name and commands lot of respect among bikers
community.
WEAKNESS;
1. Narrow product line in terms of motorcycles.
2. Yamaha’s strategy for Indian market was on right pathway, but
somewhere down the lane, they are still relying on conventional model
which no longer in use.
3. Yamaha despite the promise has failed to deliver and is still an
underdog in the race to top.
4. A series of unsuccessful and flop bikes have battered the legacy of
RX100 and RD350

35
OPPORTUNITIES;
1. 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.
2. 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.
3. There lies lot of potential in 150cc and above segment and Yamaha
has not made enough in roads in this segment.
THREAT:
1. Continuous divisions of customer segment have made conventional
bikes which was the strength of Yamaha motors.
2. Constant demand for price reduction from customers.
3. Bajaj, TVS, Hero Honda have taken large part of the market share
from Yamaha.
4. 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.

37
DR. K. MALLIKARJUNA REDDY (2008): The marketing concept is
consumer oriented and the emphasis is more on the consumer rather than on
the product. The essence of modern marketing lies in building of profit along
with creating meaningful value satisfaction for the costumers, whose needs
and desires have to be coordinated with the set of products and production
programmers. Therefore, marketing success an enterprise depends as its
ability to create a community of satisfied consumers. All the business activities
should be carried out in ways which are directed towards the satisfaction of
the consumer needs. Consumer behavior is affected by a host of variables
ranging from personal, professional needs, attitudes and values, personality
characteristics, social economic and cultural background, age, gender,
professional status to social influences of various kinds exerted a family,
friends, colleagues, and society as a whole.
Priyanka Jain (2009): This research analyses the satisfaction of the
customer towards two wheelers. The study was restricted only to DELHI. India
is one of the largest manufacturers and producers of two-wheelers in the
world. The preference of the consumers clearly signifies that their importance
of family and friends influencing their purchase, the additional facilities
expected, and many. In the beginning of the century, the automobile entered
in the transportation market as a teddy bear for the rich. However, it became
gradually more popular among the general population because it gave
travelers the freedom to travel when they wanted to and where they wanted.
Readability of copy is of paramount importance.
M Abdul Haneef, M Edwin Gnanadhas, Mr. BA Abdul Karim, Mr. Vikas
Singhal (2006):In his study of automobile Industry sector he has mentioned
that the two-wheeler segment has recorded significant change in the past 4-5
years. The market for motorcycles is growing and its sale rose by 27 percent
annually during the last four years. He pointed out that while the market for
motorcycles is growing that for mopeds and geared scooters is shrinking. This
change in the taste of the consumers is possibly due to the technological
change. Also most of the manufacturers like Hero Honda, Bajaj and TVS had

38
reduced the prices of their entry level motorcycles in order to capture a bigger
share of the market.
Mr. Subhadip Roy(2006) SR Mohnot (2002):In his study of two and three
wheelers he out from the standpoint of means of personal transportation. The
two-wheeler has become an expression of the owners' personality. The
(customer in making his choice does evaluate the product in terms of utility,
fuel economy, reliability, maintenance, affordability, performance, good after-
sales service at reasonable cost, availability of spare parts at :economical
prices, looks, safety and comfort and ease of riding for driving. Total sales of
two-'wheeler in first eight months of 200 1-02 had increased to 2.70 million
units from 1.33 million units in the corresponding period of the preceding year.
Siddhartha and S Mukherjee (2002):The Study reveals. That, the two-
wheelers in India are used for variety of work such as visiting people, carrying
loads, outdoor jobs like selling and buying. In rural areas it helps people to
travel more frequently to nearby towns to their daily needs. The two-wheeler
has become a valuable support for increasing productivity and in turn the
profit, besides helping as a personal mode of transportation.
Rajmani Singh and AS Yasso (2001): He also pointed out that a major part
of growth in the two-wheeler industry has come from motor cycles, which are
considered fuel efficient, reliable and its suitability on rough roads. As per his
study, TVS-Suzuki, Hero: Honda, Bajaj dominates the two wheeler scene.
The study also says that due to stiff competition from automobile major Bajaj
which is a largest producer of scooters the LML is facing considerably stiff
competition. However, dominance of this category has been declining
because of shift in customer preference towards motor bikes.
M. Sathish (December 2011): His research paper is aimed to determine the
customer’s perception towards the YAMAHA SZ-X motor bike. The study has
been conducted in Burdwan, a district town of West Bengal, India. In total
100respondents filled the questionnaire. The respondents were distributed on
the, basis of their age and income group. The degree of satisfaction of the
customers for Yamaha SZ-X motor bike has been measured on the basis of

39
scale (excellent, good, average, moderate, low, very poor etc.). Results reveal
that consumers are very satisfied after using the product. Further results show
that there is a significant relation between the brand name and the preference
of customers. Hence, it has been recommended that the company should
focus on fuel economy, servicing cost of the bike inside the show room and
spare parts prices of the bike.
R. Nair Suja (2000): the success of the firm will be determined by how
effective it h a s been in meeting the diverse us tome needs an d wants by
treating each customer as unique and offering products and services to suit
his/her needs.
Nikhil Monga 2(February 2012): This research attempts to answer some of
the questions regarding brand personality of selected cars in India by
conducting the market research. This personality sketching will help in
knowing what a customer (or a potential customer) thinks about a given brand
of car and what are the possible factors guiding a possible purchase.
Similarly, the idea of measuring the customer satisfaction will serve the same
purpose of determining the customer perception. Thus, by measuring the
”willingness of existing users of a car to recommend it to others” will help the
car manufacturers chalk out the entire Customer Buying Behavior. This
research will be helpful for the new car entrant companies in India to find out
the possible gaps between the customer expectations and the present market
offerings. It will be mainly a primary research and the information will be
gathered from both primary and secondary research. The research will
analyze the applicability of existing research concepts, theories, and tools for
evaluating consumer satisfaction.
Mr.FAISAL.T (August 2014):It is a comparative study between customers of
Hero Honda, Bajaj and TVS to know Asia Pacific Journal of Research
customer perception and the reason to a customer opt for a particular brand.
The study suggests that it is better to introduce eco- friendly bikes and to
reduce cost in case of Hero Honda. Better to Introduce bikes for women and
improve mileage incase of Bajaj. And it is better to take necessary step to
improve brand image in case of TVS.

40
Dr.L.VIJAY & B.JAYACHITRA (2011): This project is a study on customer’s
perception of Hero Honda motorcycles compared to TVS and Bajaj. The study
was conducted at Southern Auto Centre (SAC), one of the oldest and fastest
growing Hero Honda authorized dealer in Chennai. According to latest
available SIAM figures, Hero Honda controls almost 48% of the two-wheeler
market, followed by Bajaj with about 20% and TVS Motor at close to 17%
share. So this study focuses on customers’ perception towards the three
major players in the market.
DR.D.SREERAMULU (2003):
The study is aimed at finding out the customer’s opinion towards Hero Honda
Splender+. The study would reveal the intensity of gap between company’s
deliverance and the customer’s expectation. The revelation of the study would
keep the company informed about the customer’s perception towards the bike
and various aspects concerned. The study taken up various aspect of the bike
for the study and presented many suggestions to the company in this regard.
Though all the suggestions may not be of utmost importance, there may be a
suggestion, which may ignite the think – tank of the company.
SREERAMULU, DRD.
The research paper is aimed to determine the customer’s perception towards
the YAMAHA SZ-X motorbike. The study has been conducted in Burdwan, a
district town of West Bengal, India. In total 100 respondents filled the
questionnaire. The respondents were distributed on the, basis of their age and
income group. The degree of satisfaction of the customers for Yamaha SZ-X
motor bike has been measured on the basis of scale (excellent, good,
average, moderate, low, very poor etc.). Results reveal that consumers are
very satisfied after using the product. Further results show that there is a
significant relation between the brand name and the preference of customers.
Hence, it has been recommended that the company should focus on fuel
economy, servicing cost of the bike inside the show room and spare parts
prices of the bike.

41
Kanojia, A.K. (2011): States that top 4 motorcycle segment control 93%
market share. Hero Moto Corp controls executive segment, Bajaj has
premium segment and Honda has the dominant position in scooter segment.
The author studied about various factors responsible for Hero Moto Corp
being able to sustain leadership like highest network penetration, highest
customer satisfaction with one of the fastest complaint resolution.
Nutan Sharma and Rajesh Mehrotra (February, 2016):The study aims to
showcase factors like product attributes, price, resale value, credit facility,
mileage and advertisement plays role in buying decision By keeping in view
that future disposable income of average household people will increase, so
in future their demand and need both increases. To meet their expectations it
become a prime importance to study various factors influencing their
perceptions and hence impact on purchase decision. In Case with the
purchase of an automobile, people prefer motorcycle over a four wheeler
because motorcycle is economical and affordable. In other words we can say
that motorcycle is a common man vehicle. The study focuses on major two
wheelers brand Hero Moto Corp, Honda, TVS and Bajaj.

43
RESEARCH METHODOLOGY
Research:
Definition of research is given by Creswell who states that - "Research is a
process of steps used to collect and analyze information to increase our
understanding of a topic or issue"
Research Methodology:-
“The system of collecting data for research projects is known as research
methodology. The data may be collected for either theoretical or practical
research for example management research may be strategically
conceptualized along with operational planning methods and change
management.
a. Problem Statement
In today’s world, consumer’s perception towards a product is given more
importance in this new era of competitive business environment. Yamaha’s
position form a market leader to an ordinary market survivor. The present
study would like to have an insight of consumer’s perception about the criteria
of selecting the bikes. Especially to figure out whether it is brand driven or
quality driven. The research determines the automobile futures that most
influences the consumer’s buying behavior and the research also locate the
primary source of information on which consumer’s perception of buying a
bike in prior.
b. Research objective
I. Main Objective
 To study on perception of consumer toward Yamaha bike
segment.
II. Secondary Objective
 To recognize the main source of information and clarification for
the consumer.
 To understand the product attributes that influence the
consumer buying decision for bike.
 To find satisfaction level towards Yamaha.

44
c. Research Design
“The research design is the method and process for the conducting particular
study, broadly speaking; it can be grouped in the three main categories –
Exploratory, Descriptive and Causal.
I Type of design
“The research design is the method and process for the conducting
particular study, broadly speaking; it can be grouped in the three main
categories – Exploratory, Descriptive and Causal.
Descriptive study is used when researcher interested in knowing the features
of certain group like age, sex, educational level, operation etc.”
This research conducted is a descriptive research. This is descriptive in
nature because the study is focused on fact finding investigation in a well-
structured form and is based on primary data. Primary data has been used in
the form of a questionnaire in order to collect data.
II Sampling
Sample size of this survey would be 200 respondents.
III Data collection
Reserch
Design
Exlporatory Descriptive Casual
Figure No: 5.1: Research Design Types

45
Sources of Data:
In the research report it is very important to determine the research had
collected primary data or secondary data. Sometimes the research study is
based in both data. The source of data can be divided in the two categories:
Primary data:
“The primary data are those data which are collected by any researcher first
and before no one has collected those data is known as the primary data.”
 Survey Method
This research study was based on primary data structured questionnaire has
been used. The convenience sampling method was used to collect the
responses.
Secondary data:
The source of secondary data collection is the literature review as the books
that we referred. Internet was also one of the main sources of secondary data
collection.
Survey Tools
A Structured questionnaire was used as tool of data collection.
IV Tools of analysis
Chi- square, Percentage were used as tools of analysis
V Limitation of Study
i The Study was limited to Surat area only and survey was done in 6
week of limited time period.
ii Sample selected may not represent the whole population, as
sample size selected was very small in population due to time and
cost constrains.
iii Respondent might have felt hesitation in providing information
related to their age, income etc.

47
 To study the demographic information ofrespondent.
Gender:
To study demographic details of respondent they were asked to answer their
gender.
Table 6.1 gender shows the same frequency.
Figure -6.1
INTERPRETATION:
From the table 6.1 it can be interpret that 83.2% respondents are male and
16.8% respondents are female. Who gave the response and perception about
bike.
158
32
83.2
16.8
male female
Gender
Frequency Percent
Gender Frequency Percentage
Male 158 83.2
Female 32 16.8
Total 190 100

48
Age:
Table 6.2 ages shows the same frequency.
Age Frequency Percentage
Below 20 yr 15 7.9
Between 21 to 30 yr 94 49.5
Between 31 to 40 yr 66 34.7
Above 40 yr 15 7.9
Total 190 100
Figure -6.2
INTERPRETATION:
From the above figure-6.2 it can be conclude that 7.9% respondents are
below 20 year.49.5% respondents are between 20 to 30 year, 34.7%
respondents are between 31 to 40 year and 46% respondents are above 40
year.
15
94
66
15
7.9
49.5
34.7
7.9
below 20 20 to 30 31 to 40 above 40
age
Frequency Percent

49
Qualification:
Table 6.3 qualification shows the same frequency.
Qualification Frequency Percentage
Under graduate 37 19.5
Graduate 98 51.6
Post graduate 55 28.9
Total 190 100
Figure -6.3
INTERPRETATION:
The above figure-6.3 shows that there are 19.5% respondents are under
graduate, 51.6% respondents are graduate and 28.9% are post graduate. The
majority of respondents are graduate.
37
98
55
19.5
51.6
28.9
under graduate graduate post graduate
qualification
Frequency Percent

50
Occupation:
Table 6.4 occupation shows the same frequency.
Occupation Frequency Percentage
Salaried 97 51.1
Student 93 48.9
Total 190 100
Figure -6.4
INTERPRETATION:
The above figure-6.4 shows that there are 51.1% respondents are salaried,
48.9% respondents are students. The majority of respondents are salaried.
97 93
51.1 48.9
salaried student
occupation
Frequency Percent

51
Annual income:
Table 6.5 annual incomes shows the same frequency.
Annual income Frequency Percentage
Below 200000 170 89.5
200001 to 400000 20 10.5
Total 190 100
Figure -6.5
INTERPRETATION:
From the above figure-6.5 it can be analyze that 89.5% respondents annual
income is below 200000 Rs and 10.5% are earn between 200001 to 400000.
170
20
89.5
10.5
below 200000 200001 to 400000
annual income
Frequency Percent

52
1. Which brand of bike you have?
Table 6.6 brand of bike shows the same frequency.
Brand of bike Frequency Percentage
Honda 33 17.4
Hero 37 19.5
Bajaj 32 16.8
Yamaha 88 46.3
Total 190 100
Figure -6.6
INTERPRETATION:
From the above figure-6.6 it can be analyze that 17.4% respondents have
Honda brand and 19.5% have Hero brand, 16.5% have Bajaj brand and 46.3
have Yamaha brand of bike.
33
37
32
88
17.4 19.5 16.8
46.3
honda hero bajaj yamaha
Frequency Percent

53
2. What is/was your objective behind buying a bike?
Table 6.7 objective behind buying a bike shows the same frequency.
Objective Frequency Percentage
Increase in income 61 32.1
Family need and
necessity
50 26.3
Increase in family size 37 19.5
Suits your lifestyle and
personality
42 22.1
Total 190 100
Figure-6.7
INTERPRETATION:
From the above figure-6.7 it can be analyze that 32.1% respondents objective
behind buying bike is increase in income,26.3% respondents objective behind
buying bike is family need and necessity,19.5% respondents objective behind
buying bike is increase in family size and 22.1% respondents objective behind
buying bike is Suits your lifestyle and personality.
61
50
37
42
32.1
26.3
19.5 22.1
increase in income family need and
necessity
increase in family
size
Suits your life style
and personality
Frequency Percent

54
3. What is your source of information about bike?
Table 6.8source of information about bike shows the same frequency.
Source of information Frequency Percentage
Internet 9 4.7
Product advertisement 74 37.4
Friend family and relatives 70 36.8
Showroom dealer 35 18.4
Automobile mechanic 5 2.6
Figure-6.8
INTERPRETATION:
From the above figure-6.8 it can be analyze that 4.7% respondents source of
information by internet, 37.4% respondents source of information by
advertisements, 36.8% respondents source of information by socially and
18.4% respondents source of information by automobile mechanic.
9
71 70
35
54.7
37.4 36.8
18.4
2.6
internet product
Advertisements
Friends / Family
/ Relatives
Showroom
/Dealer
Automobile
mechanic
Frequency Percent

55
4. Which of the following factor that mentioned below towards bike
are consider?
[1=highly satisfied, 2=satisfied, 3=neutral, 4=dissatisfied 5=highly
dissatisfied]
Table 6.9Features about bike shows the same frequency.
Features
1 2 3 4 5 Total
The price of my two wheeler brand is
reasonable than other brands
17 72 67 34 0 190
I am satisfy with Fuel efficiency of my two
wheeler brand as compare to other brands
15 49 110 16 0 190
My two wheeler brand offers eye catching
look/style than other brands
5 86 84 15 0 190
My two wheeler brand is quiet preferred by
others than other brands
1 55 109 25 0 190
My two wheeler brand offers attractive color
than other brands
2 73 107 6 2 190
The sales service of my two wheeler brand is
quit worth than other brands
1 96 93 0 0 190
The maintenance cost of my two wheeler
brand is affordable
0 41 93 56 0 190
The engine capacity of my two wheeler brand
is quiet good
18 94 78 0 0 190
The promotion scheme of my two wheeler
brand is attractive
2 25 104 59 0 190

56
I satisfied with The warranty provide by my two
wheeler brand as compare too other brands
0 94 96 0 0 190
My two wheeler brand reflects my social status
1 65 103 21 0 190
I would like to consider this two wheeler brand
for future re-purchase
0 25 100 65 0 190
service center of My two wheeler brand are
available at convenient place
1 81 91 17 0 190
Social pressure influenced my decision of
purchasing my bike
0 55 105 30 0 190

57
Figure-6.9
17
15
5
1
2
1
0
18
2
0
1
0
1
0
72
49
86
55
73
96
41
94
25
94
65
25
81
55
67
110
84
109
107
93
93
78
104
96
103
100
91
105
34
16
15
25
6
0
56
0
59
0
21
65
17
30
0
0
0
0
2
0
0
0
0
0
0
0
0
0
The price of my two wheeler brand is reasonable
than other brands
I am satisfy with Fuel efficiency of my two wheeler
brand as compare to other brands
My two wheeler brand offers eye catching look/style
than other brands
My two wheeler brand is quiet preferred by others
than other brands
My two wheeler brand offers attractive color than
other brands
The sales service of my two wheeler brand is quit
worth than other brands
The maintenance cost of my two wheeler brand is
affordable
The engine capacity of my two wheeler brand is
quiet good
The promotion scheme of my two wheeler brand is
attractive
I satisfied with The warranty provide by my two
wheeler brand as compare too other brands
I would like to consider this two wheeler brand for
future re-purchase
service center of My two wheeler brand are available
at convenient place
Social pressure influenced my decision of purchasing
my bike
satisfactionlevel of statement
highly dissatisfied dissatisfied neutral satisfied highly satisfied

58
INTERPRETATION:
From the above figure-6.9 it can be analyze that 18 of the respondents are
highly satisfied about the engine capacity of two wheeler brand is quiet good
and 96 of the respondents are satisfied about the sales service of two wheeler
brand is quit worth than other brands and 110 respondents are also satisfy
with Fuel efficiency of two wheeler brand as compare to other brands.

59
5. What is your overall satisfaction level towards your brand?
Table 6.10 overall satisfaction level towards your brand shows the same
frequency.
Satisfaction level Frequency Percentage
Highly satisfied 2 1.1
Satisfied 62 32.6
neutral 76 40
Dissatisfied 50 26.3
Highly dissatisfied 0 0
Figure-6.10
INTERPRETATION:
From the above figure-6.10 it can be analyze that 11% respondents are
highly satisfied about brand of bike they have, 32.6% respondents are
satisfied about brand of bike they have, 40% respondents are neutral about
brand of bike they have and 26.3% respondents are dissatisfied about brand
of bike they have.
2
62
76
50
1.1
32.6
40.0
26.3
highly satisfied satisfied neutral dissatisfied
satisfactionlevel
Frequency Percent

60
Kruskal-Wallis Test
 To study the significant difference between brand of bike and
perception towards bike.
 Kruskal-wallis test has been applied with following hypothesis.
 H0: There is no significant difference in customer perception towards two
wheelers brands across the categories of which brand two wheelers they
have.
 H1: There is significant difference in customer perception towards two
wheelers brands across the categories of which brand two wheelers they
have.
Table: 6.11 Descriptive Statistics
N Mean Std.
Deviation
Min Max
The price of my two wheeler brand is
reasonable than other brands
190 2.62 .881 1 4
I am satisfy with Fuel efficiency of my two
wheeler brand as compare to other brands
190 2.67 .742 1 4
My two wheeler brand offers eye catching
look/style than other brands
190 2.57 .676 1 4
My two wheeler brand is quiet preferred by
others than other brands
190 2.83 .645 1 4
My two wheeler brand offers attractive color
than other brands
190 2.65 .615 1 5
The sales service of my two wheeler brand
is quit worth than other brands
190 2.48 .512 1 3

61
The maintenance cost of my two wheeler
brand is affordable
190 3.08 .712 2 4
The engine capacity of my two wheeler
brand is quiet good
190 2.32 .639 1 3
The promotion scheme of my two wheeler
brand is attractive
190 3.16 .679 1 4
I satisfied with The warranty provide by my
two wheeler brand as compare too other
brands
190 2.51 .501 2 3
My two wheeler brand reflects my social
status
190 2.76 .646 1 4
I would like to consider this two wheeler
brand for future re-purchase
190 3.21 .657 2 4
service center of My two wheeler brand are
available at convenient place
190 2.65 .647 1 4
Social pressure influenced my decision of
purchasing my bike
190 2.87 .658 2 4
1.Which brand of bike you have? 190 2.92 1.163 1 4

62
Table: 6.12 RANK
Statements
Which brand of
bike you have?
N Mean
Rank
The price of my two wheeler brand is reasonable than other brands
Honda 33 72.03
Hero 37 61.61
Bajaj 32 114.89
Yamaha 88 111.5
I am satisfy with Fuel efficiency of my two wheeler brand as
compare to other brands
Honda 33 80.45
Hero 37 55.41
Bajaj 32 116.41
Yamaha 88 110.4
My two wheeler brand offers eye catching look/style than other
brands
Honda 33 101.94
Hero 37 106.65
Bajaj 32 93.66
Yamaha 88 89.07
My two wheeler brand is quiet preferred by others than other
brands
Honda 33 77.85
Hero 37 73.32
Bajaj 32 112.38
Yamaha 88 105.31
My two wheeler brand offers attractive color than other brands
Honda 33 97.67
Hero 37 118.7
Bajaj 32 84
Yamaha 88 89.11
The sales service of my two wheeler brand is quit worth than other
brands
Honda 33 99.58
Hero 37 98.03
Bajaj 32 93.8
Yamaha 88 93.53
The maintenance costof my two wheeler brand is affordable
Honda 33 45.36
Hero 37 51.78
Bajaj 32 122.92
Yamaha 88 122.71

63
The engine capacity of my two wheeler brand is quiet
good
Honda 33 76.17
Hero 37 72.91
Bajaj 32 100.44
Yamaha 88 110.45
attractive
Honda 33 47.92
Hero 37 79.69
Bajaj 32 112.61
Yamaha 88 113.77
I satisfied with The warranty provide by my two wheeler
brand as compare too other brands
Honda 33 87.8
Hero 37 91.15
Bajaj 32 103.91
Yamaha 88 97.16
Honda 33 90.76
Hero 37 144.81
Bajaj 32 73.38
Yamaha 88 84.59
I would like to consider this two wheeler brand for
future re-purchase
Honda 33 62.77
Hero 37 78.07
Bajaj 32 106.44
Yamaha 88 111.13
service center of My two wheeler brand are available at
convenient place
Honda 33 91.61
Hero 37 109.19
Bajaj 32 93.06
Yamaha 88 92.09
convenient place
Honda 33 74.97
Hero 37 77.86
Bajaj 32 101.44
Yamaha 88 108.45

64
Table:6.13 Test Statistics
Statements Chi-Square df
Asymp.
Sig.
The price of my two wheeler brand is reasonable than
other brands
35.175 3 0.000
42.174
3
0.000
My two wheeler brand offers eye catching look/style than
other brands
3.916
3
0.271
My two wheeler brand is quiet preferred by others than
other brands
19.407
3
0.000
My two wheeler brand offers attractive color than other
brands
12.063
3
0.007
The sales service of my two wheeler brand is quit worth
than other brands
0.535
3
0.911
The maintenance cost of my two wheeler brand is
affordable
94.809
3
0
The engine capacity of my two wheeler brand is quiet
good
21.128
3
0
attractive
50.466
3
0
2.275
3
0.517
My two wheeler brand reflects my social status 48.338 3 0
I would like to consider this two wheeler brand for future
re-purchase
29.284
3
0
convenientplace
3.521
3
0.318
Social pressure influenced my decision of purchasing my
bike
17.011
3
0.001
a. Kruskal Wallis Test
b. Grouping Variable: 1.Which brand of bike you have?

66
INTERPRETATION:
From the above table it was found that there was a statistically significant
difference in of all customer perception towards two wheelers brands across
the categories of which brand two wheelers they have, are some of them
more then 0.05
The factors which no significant towards different brand of bike are eye catch
look, sales service and warranty; hence H0 is accepted for all this parameters.
The factors which significant towards different brand of bike are price, fuel,
efficiency, maintenance cost, engine capacity, promotion scheme and social
pressure, hence H0 is rejected for all this parameter

67
Findings:
 It was found from the study that 32.1% of the consumer buy bike for
increase in income. Bike which is a necessity in today’s world.
 In brand choice Yamaha has established great image in the Indian bike
segment as well as consumer mind that’s the reasons Yamaha bike
preferred by 46.3% respondents far ahead from all other well known
brands of bike.
 It was found out that among all main sources of information
advertisements and word of mouth [friend, family and relatives] are
major sources of information.
 It can be analyzed that the highest number of respondents are highly
satisfied about the engine capacity of two wheeler brand which is quiet
good and the sales service of two wheeler brand is quiet worth than
other brands and also respondents are satisfy with Fuel efficiency of
two wheeler brand as compare to other brands.
 The Brand Name of Yamaha is still there in the market and in the
minds of the respondents
 From the study it was found out that the major attributes and features
of bike Price, fuel efficiency and engine capacity are most the important
 From the study it was found out that the Kruskal-Wallis Test brand of
bike and objective of buying bike was that, there was no significance
difference between brand of bike and objective of buying bike.

69
Yamaha is one of the leading two wheeler producer in the world and a major
player in the Indian Market. They were the producer of largest selling motor
cycle of the world it has its own importance still in the market with which 80%
of the respondents were male who uses Yamaha Bikes. Nowadays the main
Yamaha customers are the students between 20 to 30 years of age and they
like the bike because of its mileage.
It holds an important place in the minds of consumer by providing efficient
service and better products. Product efficiency and innovations are the
method they live up to day. Their engineering is comprehensive. Consumer
perception towards Hero Honda motorcycles is very good. It has created a
very good brand image for itself by providing low maintenance, fuel efficient,
sleek looking models along with efficient after sales service. It has attracted
every class of customers. In today’s competitive business environment, it is
only due to the positive perception of the consumer that the company is being
able to compete in the market with its other competitors.

71
Web Sites
 https://www.google.co.in/?gfe_rd=cr&ei=jTASVdGlNdSGvATfrYGwAg&gw
s_rd=ssl#q=automobile+industries+in+india
 http://www.questionpro.com/survey-templates/auto-purchase-lease-
satisfaction/
 http://www.ibef.org/industry/automobiles
 http://makeinindia.com/sector/automobiles/
 http://www.oica.net/category/economic-contributions/
 http://www.forbes.com/sites/joannmuller/2015/01/05/5-big-trends-driving-
the-auto-industry-in-2015/
References
Reddy, K. Mallikarjun. "Consumers BehaviorTowards Two-Wheeler Motor
Bikes." Osmania journal of Management (2011): 1-9.
Vijay, L., and B. Jayachitra. "Customer perception with motor
cycles."International Journal of Marketing & Human Resource Management
(IJMHRM) 2.1 (2011): 1-6.
Shaharudin, MohdRizaimy, et al. "The relationship between product quality
and purchase intention: The case of Malaysia's national motorcycle/scooter
manufacturer." African Journal of Business Management 5.20 (2011): 8163.
Chakraborty, Debarun. "A STUDY ON CUSTOMER’S PERCEPTION
TOWARDS YAMAHA SZ-X MOTORBIKE." INTERNATIONAL JOURNAL OF
MANAGEMENT AND SOCIAL SCIENCES (IJMSS) 1.2 (2012): 236-242.
Nutan Sharma and Rajesh Mehrotra.” CUSTOMER PERCEPTION
TOWARDS MAJOR BRANDS OF TWO WHEELERS IN JAIPUR CITY AND
ITS IMPACT ON BUYING DECISION” Abhinav International Monthly
Refereed Journal of Research in Management & Technology Volume 5, Issue
2 (February, 2016) ISSN-2320-0073

73
QUESTIONNAIRE
I am Rishi Patel pursuing MBA from S. R. Luthra Institute of Management,
Surat As a part of the curriculum I am doing research on “To study the
customer perception towards two wheeler brands in Surat city” Kindly
help me in the same by filling the Questionnaire. Your response would be kept
strictly confidential and would be used only for academic research.
Personal Details:
Name:
Gender: Male Female
Age: Below 20 Years Between 31 to 40 Years
Between 20 to 30 Years Above 40 Years
Qualification:
Under Graduate Graduate Post Graduate Other___
Occupation:
Salaried Business Student
Housewife Other
Annual income:
Below Rs.2,00,000 Rs. 2,00,001 – Rs.4,00,000
Rs.4,00,001 – Rs.6,00,000 Above Rs. 6,00,000
1. Which brand of bike you have?
Honda Hero Bajaj Yamaha Other___________
2. Which type of Model you have?

74
3. What is/was your objective behind buying a bike?
Increase in disposable Income Family need/ Necessity
Increased in family size Suits your life style and
personality
4. What is your source of information about bike?
Internet Product Advertisements Friends / Family / Relatives
Showroom /Dealer Automobile mechanic Auto Expo
Exhibitions
Other________________________________
5. Which of the following factor that mentioned below towards
bike are consider? Request you to rate on following scale.
[1=highly satisfied, 2=satisfied, 3=neutral, 4=dissatisfied 5=highly
dissatisfied]
Statements 1 2 3 4 5
The price of my two wheeler brand is reasonable than other
brands
My two wheeler brand offers eye catching look/style than
other brands
My two wheeler brand is quiet preferred by others than other
brands
My two wheeler brand offers attractive color than other
brands
The sales service of my two wheeler brand is quit worth than
other brands

75
The maintenance cost of my two wheeler brand is affordable
The engine capacity of my two wheeler brand is quiet good
The promotion scheme of my two wheeler brand is attractive
I would like to consider this two wheeler brand for future re-
purchase
convenient place
Social pressure influenced my decision of purchasing my bike
6. What is your overall satisfaction level towards your brand?
Highly satisfied Satisfied Neutral
Dissatisfied Highly dissatisfied
7. What is your expectation towards Yamaha?
_________________________________________________________

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