28710601 Yamaha Sales Promotion and Customer Satisfaction

8/6/2019 28710601 Yamaha Sales Promotion and Customer Satisfaction

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FUNDAMENTAL ANALYSIS OF

AUTOMOBILE INDUSTURY(2 WHEELER)

A REPORT

SUBMITTED BYGYANU PRATAP SINGHA-53

PGPEL(2009-10)


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ACKNOWLEDGEMENT

I express my sincere gratitude to my industry guide Mr. Manish Khandewal for

his able guidance, continuous support and cooperation throughout my project,

without which the present work would not have been possible.

I would also like to thank to all my friends for the constant support and help in the

successful completion of my project.

Also, I am thankful to my institute for its continued guidance and invaluable

encouragement.

Gyanu Pratap SinghA-53

PGPEL (2009- 10 BATCH)


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Topic

Industry Profile

Industry Profile

Segmentation of two Wheeler

Growth prospects and key drives of Indian two

wheeler Industry

Factor affecting Market

Players Analysis

Bajaj Auto Ltd.

Hero Honda Moters Ltd.

TVS Moters

Honda Motercycles & Scooters India Pvt. Ltd.

Royal Enfield Moters Ltd.

Yahama Moters Pvt. Ltd.

Recent Launches

Future Launches

Critical Review of Literature

Factors influencing buying behavior

Consumer buying process


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1.0 INDUSTRY PROFILE

AUTOMOBILE INDUSTRY TILL DATE

The automobile industry is one of the biggest industries in the world. Being a major

revenue and job generating sector it drives the economies of some of the superpowers

of the world. In India the automobile industry has grown by leaps and bounds since the

advent of the liberalization era the automobile industry and especially the two wheeler

segment has grown by leaps and bounds.

The liberalization has done away with primitive and prohibitive practices of licensing and

restricted foreign investment have been done away with. The result of which was the

entry of foreign players into the Indian market. The two wheeler segment was largely

dominated by Automobile Products of India (API) and Enfield in the 50s. Later on

towards the end of the 50s Bajaj Autos began importing Vespa scooters from Italian

company Piaggio. In the following decades the automobile industry in India was mainly

dominated by scooters with API and later Bajaj dominating the market. There were very

few products and choices available as far as motorcycle is concerned and Enfield bullet

and Rajdoot dominated the market.

The 80s saw the entry of Japanese companies in the Indian market with the opening up

of the market to foreign companies. Hero Honda and TVS Suzuki are companies formed

in this era of market reform. The market was still predominantly scooter dominated and

Bajaj and LML were the leading brands producing the products at that time. Scooter was

viewed as a more family and utility friendly vehicle than motorcycle and hence was

preferred.

The Japanese companies not only collaborated with Indian companies to produce the

already existing products but also brought in new technology as a result of which the

ever conquering 100cc bikes which were extremely fuel efficient with 4 stroke engines

were launched in India. These proved to be highly successful as they provided a cheap

and affordable means of personal transport to all those who could not buy a car. The

flourishing middle class took a great liking for these bikes and the bike sales in India


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began to grow exponentially year on year leading to Hero Honda becoming the leader in

the two wheeler industry in India and the largest producer of two wheelers in the world.

The post 90s era was the era of liberalization and weakening of restrictive measures.

The government went on an overdrive to support the industry and all FDI regulations and

licensing was abolished. 100% FDI was allowed in the automobile industry and the

excise duty was also considerably reduced to its current level of 12% on two wheelers.

All these factors combined with the rising fuel prices, the increasing dispensable

incomes of households, easy access to finance, etc. have led to two wheeler industry

becoming the backbone of the automobile industry in India.

The two wheeler industry in India forms a major chunk of the automobiles produced in

India. According to Society of Indian Automobile Manufacturers statistics for the year

2008 2009, two wheelers comprise 76.49% of market share among the vehicles

produced in India.

The production share of two wheelers is quite similar to the market share. The two

wheeler industry comprises around 74% of the total automobiles produced in India. The

SIAM data for the year 2008-09 states that 8,418,626 two wheelers were produced

during the year against a total of 11,175,479vehicles produced during the year.

SEGMENTATION OF TWO WHEELER

A Two Wheeler Sector Sub-Segmenting in the three Segments.

1. Motorcycle

2. Scooter

3. Mopeds


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Domestic Market Share 2008 09Commercial Vehicles 3.95%

Total Passenger Vehicles 15.96%Total Two Wheelers 76.49%Three Wheelers 3.60%

1.1.1 Domestic Market Share 2009-10


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1.1 The Domestic Market Share of Two wheelers in 2009-10

PAST YEAR REPORT

In the past year the sales of the automobile segment has taken a setback and the two

wheeler segment has not proved to be any exception. The two wheeler segment has

suffered a setback of over 7% during the past fiscal year but there have been signs of

recovery in the current year.


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1.2 Comparative Analysis of Domestic Sales of Automobiles 2009-10

1.3 Sales

trend of automobiles

for the last

several

years

ProductionTrend

If we compare to the last year production of two wheelers it was around 8,026,681 out of

10,853,930 but this year we have got growth of 1.78%, this year production of two

wheelers is around 8,418,626 out of 11,175479 total automobile productions.


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The export of automobiles from India has been constantly growing and with the

slowdown in the domestic market, the major companies are focusing on exporting much

more to increase their profit margins.

GROWTH PROSPECTS AND KEY DRIVERS OF INDIAN TWO WHEELER INDUSTRY

The growth witnessed by the Indian two wheeler industry indicates the growing demand

for low cost personal transportation solutions amongst the 300 million Indian middle

class consumers. Despite this spectacular growth rate, the two wheeler penetration

(number of two wheelers per 1000 inhabitants) in India remains lower than other Asian

countries. This fact provides an opportunity for continued growth in the market. India has

the lowest Penetration of two wheelers as compared to countries like Taiwan, Thailand,

Malaysia, Vietnam, Indonesia and China. In the present scenario, growth in the two

wheelers Industry will be driven by several factors


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Rise in Indias Young Working Population

With the rising levels of per capita income of people, the Indian two wheeler market

offers a huge potential for Growth. This growth is relevant in the light of the fact that 70

per cent of Indias population is below the age of 35 Years and 150 million people will be

added to the working Population in the next five years. The number of women in the

urban work force is also increasing; this will lead to the Growth of gearless scooters.

Rise of Indias Rural Economy and Growth in Middle Income Households

The growth prospects of the Indian rural economy offer a significant opportunity for the

motorcycle industry in India. The penetration of motorcycles amongst rural households

with income levels greater than US$ 2,200 per annum has already increased to over 50

per cent. The current target Segment for two wheelers, i.e., households belonging to the

Income category of US$ 2,20012,000 is expected to grow at a CAGR of 10 per cent.

Greater Affordability of Vehicles

The growth in two-wheeler sales in India has been driven by an increase in affordability

of these vehicles. An analysis of the price trends indicates that prices have more or less

stagnated in the past. This has been part of the marketing strategy adopted by the

manufacturers to gain volume, as well as conscious efforts adopted to bring down costs.

The operating expenses of leading manufacturers have declined by around 15 per cent

in the last five years. With greater avenues of financing, the customers capacity to own atwo wheeler has improved.

Rapid Product Introduction and Shorter Product Life Cycle

The last five years have witnessed a sharp increase in new product launches in the two-

wheeler industry. It is estimated that close to 50 new products have been launched by

manufacturers during this period, filling up all price points and targeted at various

consumer segments.

Inadequate Public Transport Systems in most Urban Areas

The economic boom witnessed in the country and the increased migration to urban

areas have increased the traffic congestion in Indian cities and worsened the existing

infrastructure bottlenecks. Inadequate urban planning has meant that transport systems

have not kept pace with the economic boom and the growing urban population. This has


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increased the dependence on personal modes of transport and the two wheelers market

has benefited from this infrastructure gap.

FACTORS AFFECTING THE MARKET

Post 1991, the Indian two-wheeler industry comprising of motorcycles, scooters and

scooterettes opened up tremendously. The Indian motorcycle industry has expanded at

a 24% CAGR over the last five years, It Captured almost 80% of the market primarily at

the cost of the scooter and Moped segment. The scooter segment though has witnessed

a revival with the launch of scooterettes aimed at young women and adolescents.

The two wheeler market can be segmented into three categories on the basis of price

Entry segment (


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Threat from Substitutes such as the Tata 1 Lakh car looms large over the two-wheeler

industry. For the first time, a car has been positioned at a price point that fills the vacuum

between a motorcycle and a low-end car such as the Maruti 800. Previously, the price of

even a low end car (2.5 3 Lakhs) was too high to attract the customers from the entry

and executive two wheeler segment. Since brand loyalty is lower for these segments vis-

-vis the premium segment, these segments may be threatened by the Tata car. Their

buyers will consider the convenience and status associated with owning a car, which is

reasonably priced and therefore a viable substitute.

Rising Customer Expectations

The growth witnessed by the Indian two wheeler industry has attracted a number of new

entrants to the market and it is expected that the Indian industry will become more

competitive in the future. The excess of products introduced in the past has also raised

customer expectations with respect to reliability, styling, performance and economy.

Inflation is a big factor that may play a part in moving the loyalties and aspirations of

people away from the four to the much cheaper and economical two wheeler segment.

Moreover, the constantly increasing prices of oil and increasing interest rates on finance

are not helping the cause either.

Environmental Concerns are also quite big on the agenda these days and do play a part

in the preference of consumers choices. The rising global temperatures along with daily

snippets in the national and international media about the thinning of ozone andimminent environmental disaster have all contributed to the making of a present day

environmentally conscious consumer.

Environmental and Safety Concerns

The increasing demand for two wheelers will need to be managed to address issues

relating to overcrowding of roads. Another problem is the insufficient infrastructure for

inspection to ensure adherence to emission norms. As the industry grows, it is important

to regulate the sale of used two wheelers in a more organised manner for which amechanism needs to be evolved. Unregulated sale of two wheelers, especially in the

rural areas, are likely to create issues related to emissions and safety of vehicles.


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Creation of Distribution Infrastructure

Leading companies need to ensure that on one hand they build adequate infrastructure

in terms of dealerships and servicing stations in the urban areas and on the other ensure

that their distribution infrastructure also reaches the rural areas

Current Competition has intensified thus requiring greater branding and marketing. Also

due to the presence of relatively undifferentiated products, advertising and promotions

have gained importance. The product has moved from a commodity to a branded

product. However, there is still tremendous growth potential especially in the rural

markets due to the under developed road infrastructure for which motorcycles are highly

suitable.

SegmeThreeWheeler

CVs

13.

4.03%3.9%


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`

T h

TVS Motors,

17.7%

Yamaha,

3.8%

Others, 5.8%

Ho

Motor


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1.1PLAYERS OPERATING IN THE MARKET

1. Bajaj Auto Ltd.

Established in 1945 Bajaj Auto Ltd was incorporated as a trading company. Till 1959,

they imported scooters and three-wheelers from Italy and sold them in India. The

company got a production license in the year 1959 and fastened a technical

collaboration with Italian PIAGGIO in 1960.

Bajaj Auto Ltd. is one among India's top ten companies in terms of market capitalization

and among the top five in terms of annual turnover.

The company started producing scooters in the year 1961 and followed three-wheelers

production in 1962. Its collaboration with Piaggio expired in 1971 and since then, their

scooters and three-wheelers are being sold with the brand name BAJAJ.

Maharashtra Scooters Ltd., a Company with 24% equity participation by the Company

and 27% participation from Maharashtra State Government's Western Maharashtra

Development Corp. was formed in the year 1975 under the "Horizontal transfer of

technology" policy.

The first production unit is located at Satara, Maharashtra. The unit continues to collect

scooters from CKDs supplied by the Company. These scooters are marketed through

the Company's distribution network and under the Company's brand name.

In 1984, the second production plant was set up at Aurangabad, Maharashtra. This plant

started scooter production in 1986, three-wheeler production in 1987 and scooterettes

and motorcycle facilities were commissioned in 1990 & 1991 respectively.

Today, the company has become a market leader with annual production in excess of

1.35 million units which was about 4000 units in 1961. These days, Bajaj Auto Ltd. has

started offering products in all segments (mopeds & scooterettes, scooters, motorcycles,

three wheelers).
http://auto.indiamart.com/bajaj-auto/http://auto.indiamart.com/bajaj-auto/


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TWO WHEELERS

>> MOTORCYCLE

Bajaj Avenger 180 CC

Bajaj CT 100 99.27 CC

Bajaj Discover DTSi 135 CC

Bajaj KB 125 123 CC

Bajaj Platina 99.27 CC

Bajaj Pulsar DTS-Fi 220 CC 220 CC

Bajaj Pulsar DTSi

Pulsar 180 DTS-i UG Pulsar 150 DTS-i UG Pulsar 200 Cc

Pulsar 220 DTS-Fi

180 CC150 CC200 CC220 CC

Bajaj Wind 125 124.6 CC

Bajaj XCD 125 CC

>> SCOOTERS

Bajaj Bravo 145 CC

Bajaj Chetak 145.45 CC

Bajaj Classic SL 145.45 CC

Bajaj Legend 150 CC

>> SCOOTERETTES/MOPEDS

Bajaj Blade DTSi 100 CC

Bajaj Cagiva CRX 145 CC

Bajaj Fusion 145 CC

Bajaj Kristal DTSi 100 CC

Bajaj M 80 Electronic 74.08 CC

Bajaj Rave 74.08 CC

Bajaj Saffire 74.4 CC

Bajaj Spirit 100 CC

Bajaj Sunny 59.86 CC

Bajaj Sunny Spice 59.86 CC

Bajaj Wave DTSi 109.7 CC


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AWAITED MODELS

Sonic DTSi Motorcycle

1.1.2 Models of BAJAJ

2. Hero Honda Motors Ltd.

Hero Honda Motors Ltd. is a result of the joint venture between

India's Hero Group and Japanese Honda Motors Company in

the year 1983. This joint venture has not only created the

world's single largest two wheeler company but also one of the

most successful joint ventures worldwide. Hero Honda is

globally known of being the most fuel-efficient and the largestCBZ selling Indian Motorcycle Company. This is a relationship so harmonious that Hero

Honda has managed to achieve indigenisation of over 95 percent, a Honda record

worldwide.

The below chart shows the golden years in the history of HERO HONDA :-

1985 CD-100

1989 SLEEK

1991 CD-100 SS

1994 Splendor

1997 Street

1999 CBZ

2001 PASSION

2002 DAWN, AMBITION

2003CD-DAWN, SPLENDOR +, PASSION +,KARIZMA

2005SUPER-SPLENDOR, CD-DELUX,GLAMOUR, ACHIEVER

1.1.3 Golden Years of HERO HONDA

The company is committed to provide the customer with excellence. A rich background

of producing high value products at reasonable prices led the world's largest

manufacturer of motorcycles to collaborate with the world's largest bicycle manufacturer.


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During 80s, Hero Honda became the first company in India to prove that it was possible

to drive a vehicle without polluting the roads. They company possess three

manufacturing units based at Dharuhera, Gurgaon and Haridwar are capable to produce

4.4 million units per year. They introduced new generation motorcycles that set industry

benchmarks for fuel thrift and low emission.

The unique features like fuel conservation, safety riding courses and mobile workshops

helped the group reach in the interiors of the country. Well-entrenched in the domestic

market, Hero Honda Motors Ltd. turned its attention overseas, and exports have been

steadily on the rise.

Over the years, the Company has received its share of accolades, including the National

Productivity Council's Award (1990-91), and the Economic Times - Harvard Business

School Association of India Award, against 200 contenders. The gross sales of Hero

Honda by March end'2008 was 33, 371, 43 Crores.

TWO WHEELERS

>> MOTORCYCLES

Hero Honda Achiever Hero Honda CD Dawn Hero Honda CD Deluxe

Hero Honda CD 100 Hero Honda CD 100 SS Hero Honda Glamour

Hero Honda Glamour

Glamour

Glamour - FI

Hero Honda Splendor

Splendor + Super Splendor

Splendor NXG

Hero Honda Passion Plus

Hero Honda Sleek Hero Honda CBZ X-TREME Hero Honda Karizma

Hero Honda Hunk


Hero Honda Pleasure Hero Ankur Hero Gizmo

Hero Panther Hero Puch Automatic Hero Sakhti 3G

Hero Stepmatic Hero Street Hero Winner

Hero Stepmatic Hero Puch Automatic Hero Sakthi 3G


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Hero Winner

1.1.4 Hero Honda Models

3. Honda Motorcycles & Scooters India Private Limited

Established in 1999, the Honda Motorcycle & Scooter India Pvt. Ltd. (HMSI) is a wholly

owned subsidiary of Honda Motor Company Ltd., Japan and is located at Manesar,

Haryana. The company's most well known brand is the Honda Activa that revolutionized

the Indian scooterette market in terms of design and features. The company exports

scooters to the European Union.

HONDA MOTORCYCLES

MODEL CAPACITY

Honda Shine 125 CC

Honda Unicorn 149.1 CC

Honda Stunner CBF 125 CC

Honda CBF Stunner FI 124.7 CC

HONDA SCOOTERS

MODEL CAPACITY

Honda Eterno 147.7 CC

HONDA SCOOTERETTES/MOPEDS

MODEL CAPACITY

Honda Aviator 102 CC

Honda Activa 102 CC

Honda Dio 102 CC

4. TVS Motor

TVS Motor is a leading and trusted two wheeler company

began with the vision of TVS Scooty the founder of the


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Sundaram Clayton Group, the late T.S. Srinivasan - 'to design, develop and produce an

affordable moped for the Indian family.' This vision was realized in 1980 when TVS 50,

India's first two-seater moped rolled out of the factory at Hosur in Tamil Nadu, Southern

India.

The company has been known for its ruggedness and reliability. TVS 50 was successful

and it has smoothened the way for many successes for TVS Suzuki even before its

launch in the market. The TVS 50 XL is especially designed for individuals who want

economy fused with sporty looks. Recently new XL Super with a 70 cc high-tech Power

Pack is all set to redefine the category of mopeds in the country. The Suzuki Samurai

was launched for the time conscious urban commuter. The Max 100 R was engineered

for those who demanded strength and ruggedness. Along with them all, Suzuki Shogun

was for those who wanted raw power.

TVS Motor has continually worked on innovation of the motorcycle segment along with

two wheeler range. The Suzuki Shaolin, developed by TVS Suzuki is India's first 5-

speed, 140 cc motorcycle. Another example of the company success is TVS Scooty, a

60 cc Scooterette which keep one step ahead of its time in India.

TVS Motor has been coveted 2 IT awards, one of them is bagging the SAP ACE 2008

award for Customer Excellence and the other one is 2008 Symantec South AsiaVisionary Award. Along with this, it is the first company in the world to be honored with

The Deming Prize for Total Quality Management. In September 2008, the company has

got 19% growth for registering total two wheeler sales of 137,246 units.

The company is the third largest two-wheeler manufacturer in India and ranks among the

top ten globally. The company was the first in India to launch 2-seater 50cc moped and

100cc Indo-Japanese motorcycles. At present TVS Apache, TVS Victor, TVS Scooty,

TVS Centra and TVS Fiero are the popular bikes in Indian market.

In all, team TVS has triumphed each and every race and rally in the country from the

road to racetrack, with each of the TVS bikes being a winner. And each time the 'Team

TVS' has won on the track or off it; our customers have secured a better product for their

personal transportation.


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1.1.6 TVS models

TWO WHEELERS

>> MOTORCYCLES

Suzuki Hayabusa 1300 Suzuki Intruder M1800R Suzuki GS 150R

TVS Apache RTR FI TVS Centra TVS Fiero

TVS Fiero F2

TVS Fiero FX

Suzuki Max 100 Suzuki Max 100R Suzuki Samurai

Suzuki Shogun Suzuki Shaolin TVS Flame

TVS Victor

TVS Victor GLX TVS Victor GX

TVS Victor Edge

TVS Star

TVS Star

TVS Star City


TVS Scooty Streak TVS Scooty

TVS Scooty ES TVS Scooty Pep

TVS Pep Plus

TVS XL

TVS XL Super

TVS XL Super HD

TVS XL Super TVS XL Super HD Scooty Teenz Electric

TVS Apache RTR TVS Spectra DX/AX

AWAITED MODEL

TVS Taurus Fiero F3


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5. Royal Enfield Motors Ltd.

Established in 1955, Royal Enfield was the brand of the

Enfield Cycle Company. Royal Enfield is one the oldest

bike on the road. The company is well known for

producing motorcycles, but they also produce bicycle,

stationary engines, lawnmowers and rifle small parts for

the Royal Small Arms Factory in Enfield. Royal Enfield Motors Ltd. has its headquarter

situated at Thiruvottiyur, Chennai, Tamil Nadu, India.

In 1990, Royal Enfield entered into a strategic alliance with the Eicher Group, and later

merged with it in 1994. The annual turnover of the company is Rs.10 billion. The Eicher

Group has a range of interests in the automotive industry, including small trucks,

tractors, exports, automotive gears, management consultancy and cartography.

The corporate philosophy of Royal Enfield Motors Ltd. is built around quality and

unflinching loyalty to the customer, a few reasons why the legendary Bullet is not just a

bike but a motorcycling icon. The ruggedness and reliability of the bike is endorsed by

the army, the police, the paramilitary forces and over 500 institutions which form part of

the die-hard customer base of the Bullet, dubbed the "Rajagadi", or royal vehicle.

The innovative ideas of the Royal Enfield -Eicher nexus are exhibited in the new line of

Enfield bikes and the global technological tie-ups.

Royal Enfield has existing technical tie-ups with :

- Criterion Engineers, UK for a new 5 speed transmission system.

- DB Designs, UK for styling.

- AVL, Austria for new engines.

- FW Egli for high power engines for 535cc and 624cc.

Royal Enfield Motors Ltd. operates out of 12 area offices, 16 depots, over 250 dealers

and 150 authorized service centers in India. The company also exports its products to

over 20 countries including Canada, France, Japan, USA, Germany and UK.


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1.1.7 Royal Enfield Model

TWO WHEELERS

>> MOTORCYCLE

Bullet 350 Bullet 500 Enfield Diesel

Bullet Deluxe Bullet Electra

Bullet Electra

Bullet Electra 5S

Bullet Machismo

Bullet Machismo 500 Bullet Std 12V Lightning 500

Taurus Thunderbird Twin spark

6. Yamaha Motor 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

SALES PROFILE

Sales (%) by product category (consolidated)


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Sales (%) by region (consolidated)

MAJOR PRODUCTS& SERVICES:

Manufacture and sales of motorcycles, scooters, electro-hybrid bicycles, boats,

sail boats, Water Vehicles, pools, utility boats, fishing boats, outboard motors,

diesel engines, 4-wheel ATVs, side-by-side vehicles, racing karts, golf cars,

multi-purpose engines, generators, water pumps, snowmobiles, small-sized

snow throwers, automotive engines, intelligent machinery, industrial-use remote

control helicopters, electrical power units for wheelchairs, helmets.

Biotechnological production, processing and sales of agricultural and marine

products and microorganisms.

Import and sales of various types of products, development of tourist businesses

and management of leisure, recreational facilities and related services.

motorcycle RX 100. Since then, it has introduced an entire range of 2-strokeand 4-stroke bikes in India. Presently, its product portfolio includes Crux (100cc),Alba (106cc)and Gladiator (125cc).

1.3 SWOT ANALYSIS


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A scan of the internal and external environment is an important part of the strategic

planning process. Environmental factors internal to the firm usually can be classified as

strengths (S) or weaknesses (W), and those external to the firm can be classified as

opportunities (O) or threats (T). Such an analysis of the strategic environment is referred

to as a SWOT analysis.

The SWOT analysis provides information that is helpful in matching the firm's resources

and capabilities to the competitive environment in which it operates. As such, it is

instrumental in strategy formulation and selection. The following diagram shows how a

SWOT analysis fits into an environmental scan:

SWOT Analysis Framework

Environmental Scan

/ \

Internal Analysis External Analysis

/ \ / \

Strengths Weaknesses Opportunities Threats|

SWOT Matrix

1.4 SWOT ANALYSIS FOR THE TWO WHEELER INDUSTRY


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1.5 SWOT ANALYSIS FOR INDIA YAMAHA MOTORS

Strength

Established brands, Strong Brand

Name

Fuel efficient

Style statement

Convenient in heavy traffic

Cheap and affordable

Easy and cheap finance availability

Patents

Good reputation among customers

Weaknesses

Extremely price sensitive

Short PLC

High R and D costs

Opportunities

Growing premium segment

Increasing dispensable income

Environmental concerns

Exports increasing

Very strong demand in the 100cc.

segment dominated by limited

players.

Threats

The Rs.1 Lakh car

Cut throat competition

Increasing number of players in the

market

Rising raw material costs

Increasing rates of interest on

finance


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Strength

Size and scale of parent company.

Effective Advertising Capability

Committed and dedicated staff.

High emphasis on R and D.

Experience in the market.

Established brand.

Established market channel.

Power, Speed & Acceleration

Weaknesses

Small showrooms.

Not much emphasis on aggressive

selling.

Weak product diversity.

Opportunities

Growing premium segment.

Global expansion into the Caribbean

& Central America.

Expansion of target market (include

women).

Increasing dispensable income.

1st mover advantage.

Threats

Cut throat competition

Increasing number of players in the

market

Rising raw material costs

Increasing rates of interest on

finance

At the end we can say that all the above are giving a very tight competition to INDIA

YAMAHA MOTORS in India. To overcome these competitors YAMAHA is constantly

doing R & D about its product and market as well.

We can classify these competitors into following groups according to their attributes andtheir competitive forces.

3 RECENT LAUNCHES


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YAMAHA FZ-S

Yamaha FZ-S 150cc, a recently launched bike by the industry giant Yamaha. After the

grand success of FZ-16 Yamaha has finally launched its modified version (FZ-S) in

India. This fabulous bike is equipped with all the necessary features one may think of. It

stands ahead in style and performance not only in its segment but beyond. This bike is

best suited for those who want elegance and power in one. It is designed and

engineered with the capacity for active and aggressive enjoyment of around-town street

riding and styling, bringing a sense of pride for the owner of the bike. It is especially

designed to satiate riders' desire for style and fashion. It is popularly referred as the

Stylish Macho Street Fighter (Lord of the Streets).

The primary features of Yamaha FZ-S include:

European international design

Stainless steel body

Aerodynamic muscular design

High torque rate Carbon pattern meter console

Latest graphics

Disk brakes

Electric start starting system

Electronic fuel injection system


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YAMAHA YZF R15

This is the latest offering from the Yamaha stable. The YZF R15 is the first truly sports

bike launched in India. The looks and design have been done keeping the bigger R1 in

mind and hence the resemblance.

The bike is priced at Rs.97,500 (ex-showroom) across India. It boasts of the first liquid

cooled 4 valve engine in the two wheeler category which gives it better performance and

power. It is a 150cc bike having enough power to bring chills to the rider when he revs

up the accelerator.

BAJAJ PULSAR DTS FI 220 CC

Bajaj auto has upgraded the Pulsar family with the launch of its high-end bike Pulsar

DTS-Fi 220 cc. This advanced variant of popular Pulsar combines new features and

advanced technology. This all new version of Pulsar is priced at Rs.70, 000 (ex-

showroom Delhi).

The 2009 edition of Bajaj Pulsar comes without fuel injection technology but yet it will

produce more power at 21PS. The new Bajaj Pulsar DTS Fi 220 cc will reach the topspeed of more than 140 kmph. This two wheeler from India's second largest two-wheeler

manufacturer comes with single cylinder 4 stroke air cooled engine. This motorcycle has

a maximum power of 21.04 @ 8500rpm and maximum torque of 19.12@7500 rpm.

Bajaj Pulsar DTS-Fi 220cc will be available in all contemporary black themes as well as


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can be availed in 4 different colors. The recently launched Bajaj Pulsar DTS Fi-220 cc

reflects a major difference from other Pulsar bikes launched by the automaker. This

change is the downgrading of Pulsar model from Fuel Injection to carburetion.

The all new Bajaj Pulsar DTS-Fi 220cc is loaded with features like engine oil cooler, split

seats, clip-on handle bar, auto choke and fuel & battery charge indicators. This new

version of Pulsar makes the use of temperature based ignition mapping. This kind of

mapping helps to optimize the ignition timing in order to achieve good start ability,

outstanding torque as well as quick warm up.

The different features to look out for in Bajaj Pulsar DTS Fi include rear and front disc

brakes. In fact, this is the first bike in India that comes with both types of brakes. Since

this motorcycle is designed to offer a thrilling riding experience it is also packed with

varied safety features for smooth running. According to the reviews of this advanced

version of Pulsar, this bike in India is sure to give competition to motorcycles of other

brands.


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HONDA CBF STUNNER FI

Geared with PGM-FI technology, Honda CBF Stunner FI has made its way in India. Thenew version of CBF Stunner sports bike from Honda Motorcycle and scooters

India Pvt. Ltd. (HMSI) was launched and targeted for the youth in the country. This

sports bike from Honda Motorcycle's is priced at around Rs. 66,200 (ex-showroom,

Bangalore) and Rs. 64,630 (ex-showroom, Delhi).


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An ultimate desire for every youth, Honda CBF Stunner PGM FI comes equipped with

superior technology and stunning performance. Powered with a 4-stroke, air cooled OHC

single cylinder engine, this two wheeler is offered with digital ignition. The new Honda

CBF Stunner FI is believed to develop 11bhp at 8000 rpm and 11 nm torque at 6500

rpm. The motorbike re-defines style with amazing features like a stepped-up seat, half

fairing, front and rear tubeless tires, alloy wheels for a comfortable riding experience.

Honda CBF Stunner PGM FI 125 cc gives a top speed of 65kmph in 5.2 seconds. The

eco- consciousness of the company HMSI, that is the wholly-owned two-wheeler

subsidiary of Japan-based Honda motor Company, is also evident from the PGM-FI

technology used in this sports bike. The PGM-Fi (Programmed Fuel Injection) technology

of the two wheeler would keep emission level as low as 1/10 of BS II Norm.

The all new CBF Stunner PGM-FI has maintenance free battery and viscous air filter that

promises less maintenance. Cumulated with PGM-FI technology, this version of Honda

Stunner is believed to reach out to the youngsters and give them a heart racing

experience.

Key Highlights:-

PGM-FI (Programmed Fuel Injection) Technology 125cc Air-Cooled Four-Stroke Self-Start Engine

Dual Tone Styling

Sporty Half-Chain Case

Bank Angle Sensor

Premium 3-D Emblem

Handle Weight

Premium Key

Stepped-up Seat

Half Fairing

Front and Rear Tubeless Tires

Alloy Wheels


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THUNDERBIRD TWINSPARK

Launched in year 2008, Thunderbird Twinspark is one of the most stylish bike intended

for those who want and wish to be on top of the world. It is the first model that leads

Royal Enfield revolutionary Unit Construction Engine.

The Royal Enfield Thunderbird Twinspark is the perfect example of unfolding mix of old

and new. Its 346 cc engine, 4 stroke single cylinder air-cooled engine delivers maximum

power of 19.8 bhp @ 5250 rpm capacity ensuring its smooth performance and constant

vacuum (CV) carburetor assure its simple start. Delighting customers, this bike is

absolute comfort statement for the passenger as well as rider. This bike is like a must-

have for every rider and it is hard to beat in terms of pure riding pleasure and visual

delight.

Special Features:

Incorporated with all latest and advanced features, this bike includes:

Ergonomically designed high density foam seats

Rear gas filled shock absorber

Heat shield on silencer

Bigger CV carburetor BS-29

Electric starter


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Electronic flasher

Multi focal reflector

280mm disc-front brake and 150mm drum-rear brake

Engine Single cylinder, 4 Stroke, OHV, Dual spark ignition engine, aircooled

Power and Torque - 19.8 bhp @ 5250 rpm/28 Nm @ 4000 rpm

Fuel tank capacity 15.51Liters

SUZUKI HAYABUSA 1300

Price range: Rs 1,248k to 1,252kSuzuki Hayabusa 1300 is the world fastest production bike, the ultimate choice andpreference of all bike lovers.

Features:

Some special characteristics of Suzuki Hayabusa 1300 are :

Steering damper


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Engine mode indicator Vertically stacked headlight LED taillight Radial mount TOKICO front brake caliper

Colors:

Some special characteristics of Suzuki Hayabusa 1300 are :

Solid black/ Metallic majestic gold Pearl nebular black/ Metallic phantom gray

Specifications:

Engine capacity - 1340 cm2 (cc) Fuel Tank - 21.0 litres (5.5 US gallons) Type - 4-stroke, 4-cylinder, liquid-cooled, DOHC Compression ratio - 12.5:1

SUZUKI GS 150R

Price range: Rs 57k to 62k

Also known for its attractive appeal, Suzuki GS 150R is styled with inspiration from

Suzuki international super bike GSX-R. Equipped with engine balancer technology, thisbike is designed with a high acceleration performance in low to mid range speed, i.e.

very important for city driving.


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Colors:

Candy max orange

Pearl nebular black gray

Metallic flint grey Candy dark greenish blue

Features:

Equipped with certain unique features like :

150cc engine with new design

Digital speedometer with dual modes

Majestic and stronger fuel tank

Integrated rear turn signal

Rear suspension with separate reservoir tank

Specifications:

Curb mass - 149 kgs

Type - Four-stroke, Air-cooled,SOHC

Displacement - 149.5 cm3 (cc)

Max Power - 13.8bhp@8500rpm

Max Torque - 13.4Nm@6000rpm

Compression ratio - 9.35/1

TVS APACHE RTR FI 160

Aiming to strengthen its presence in the premium segment, country's third largest two-

wheeler maker TVS Motor Company on Monday launched an advanced version of its

bike Apache fitted with fuel injection engine, priced at Rs 64,990.

The new bike Apache RTR FI would come with an 160 cc fuel injected engine

TVS APACHE RTR FI is the first bike from its stable to feature innovative Fuel Injection

technology. By launching the apache RTR FI TVS will bring the its ultimate racing

experience to the streets. According to TVS, the new apache RTR FI offers instant thrill


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and superior performance of a fuel injected 160cc engine. The 160cc FI mill cranks out

15.1bhp at 8500 rpm and 13.1Nm at 6500rpm. The figures are not much different for

carbureted apache RTR. However, the power delivery will be progressive and the

refinement can be felt while driving. TVS claims the top speed of the new apache RTR

Fuel Injection (FI) as 120kmph. Also because of the improved combustion the emissions

will be minimal in the new apache RTR Fuel Injection (FI).Another novel feature in the

new apache RTR Fuel Injection (FI) is the rear disc brake. This new feature will give

better control over this beast.

YAMAHA R125

The most advanced 125 production super sport

machine that Yamaha will launch in 2009 will beYZF-R125. This radical, high-revving, fuel-injected

125 is the work of the same engineers who created

our legendary YZF-R1 and YZF-R6 super sport

bikes.


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Main Features of Yamaha R125:

-Liquid-cooled single-cylinder 4-stroke

-SOHC 4-valve cylinder head

-Wet-sump lubrication system

-Fuel injection

-Electric start

-6-speed transmission

-R6-style mid-ship muffler

-Dual catalysers

-Air Induction system

Expected In: July, 2009

YAMAHA R6

What you will feel when you on Yamaha's new R6 a

quick progress, not rapid, beneath 70 mph in top,

however erst over the legal limit insignificant six

takes off as if a scolded cat without so a lot of as a

down shift. Drop to moment at this speed and you

will find yourself looking at the sky as everything

disappears behind you at an alarming rate and it will

be interesting to see what the six will do in the

quarter mile.

ENGINE SPECIFICATIONS

Displacement: 599cc

Engine: 4-stroke, 4-cylinder, 16-valves, D0HC

Maximum Power: 127 Bhp @ 14500 rpm

Maximum Torque: 65.8 Nm @ 11000 rpm

Gears: 6 Manual

DIMENSIONS

Length: 2040.00 mm

Width: 705.00 mm


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Height: 1100.00 mm

Weight: 185.00 kg

Ground Clearance: 130.00 mm

Fuel Tank: 17.30 ltrs

Wheelbase: 1380.00 mm

Wheel Type: Alloys

Expected In : July, 2009

YAMAHA GLADIATOR 165

Yamaha's 165cc Gladiator will develop around 16.5

PS and complete a 0 60 sprints in less than 5

seconds and it believed that Yamaha has alreadysent the bike for homologation and will launch its mid

Next Year. Bike was first displayed in last years Auto

Expo.


Displacement: 165cc

Engine: Air-cooled, 4-stroke, SOHC, 2-valve

Maximum Power: 15 Bhp (Expected)Maximum Torque: 14 Nm ( Expected)

Gears: 5 Speed

DIMENSIONS

Length: 2065.00 mm

Width: 730.00 mm

Height: 1100.00 mm




Expected In : July, 2009


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TVS APACHE RTR MENACE 180

180cc version of flagship product apache RTR will be

seen on road by mid 2009. Codenamed as the

menace, the new apache RTR 180cc would come

with few cosmetic upgrades. But whats more

exciting will be the new powerful 180cc engine.

TVS announced earlier that it would introduce the

ABS (Anti-lock Braking System) in its forthcoming powerful bikes. However the new

apache RTR 180cc menace will not have ABS as it will push up the price. The proposed

200cc version of apache RTR might come with ABS.


Displacement: 180cc

Engine: 4 Stroke, EFi

Maximum Power: 18bhp

Gears: 5 Speed

DIMENSIONS

Length: 2020.00 mm

Width: 730.00 mm

Height: 1100.00 mm

Weight: 130.00 kg




OTHER SPECIFICATIONS

Top Speed: 135kph

Fuel Consumption (City): 28.00

Fuel Consumption (Highway): 42.00


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4.FUTURE LAUNCHES

HONDA CBR 150 R

After successfully accepted in Malaysian market. It is

speculated that Honda may bring its CBR 150R in

India by 2009 in competition with Karizma & R15

competitor and may price of CBR150 will be below

one lakh.

The Honda CBR150R is powered by a 149.4cc 4-

stroke carbureted single cylinder 4 valve DOHC engine with 11.0:1 compression and

CDI ignition, mated to a 6-speed wet clutch manual transmission. It produces 18.5 Bhp

at 10500 rpm and 13.5 Nm of torque at 8500 rpm.

Main Features of Honda CBR150R:

- DOHV 4-valve 150 cc water-cooled engine with balancer shaft.

- 6-speed return manual transmission.

- Front and rear disc brakes.

- Key slot cover for better protection against theft.

- Monoshock rear shock absorber.

- Secondary Air Supply System (SASS) which delivers extra air to the exhaust system

for cleaner emission.

- Catalytic Converter.



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HONDA INTERCEPTOR

The hunger of Indian sports bikers will be satisfied

with the Honda Interceptor 800cc. Honda VFR 800

Interceptor is a Sports Touring Motorcycle i.e. it is

meant for the highways with a relaxed and

comfortable seating position, unlike the Sports bikes

that we currently see on the road. Its sleek,

aerodynamic bodywork is functional yet beautiful and air flowing through the

windscreens central air vent provides cool air to the rider at low speeds and increases

rider comfort at higher speeds by offering real protection from high velocity winds.


HONDA CBR 1000 RR

The history-making CBR900RR Fire blade

completely rewrote the book of Super Sport

motorcycle design with a remarkably compact and

lightweight configuration based on a Less Is More

concept that achieved a breathtaking blast of litre-

class performance from a 900cc inline-4 engine

shoehorned into a highly advanced 600cc-class

chassis.

The Honda CBR1000RR Fire blade is a Moto GP race replica with many of its features

taken from Honda's top-end racing bikes. The result is a high-performance track and

racing superbike that also makes for a perfect street bike.


KAWASAKI NINJA 250 R

Made its debut on 1986 Kawasaki Ninja after a

long wait will soon be in India by 2009. The Ninja

250R features a six-speed transmission that has


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been revised for smoother shifting, and is mated to a more durable clutch. An entirely

new radiator provides better cooling while being lighter in weight. A new radiator fan is

quieter.

Its expected price in India will be around 1.3 Lacs


SUZUKI GSX-R 1000

Suzuki GSX-R 1000 offers something different when

compare to other bike in same segment amongst the

usual selling points of superb handling, class leading

performance it offers switchable ECU maps.

With switchable ECU fuel mapping you can switch to

low performance for easy handling in traffic, fuel

economy and when riding with cruisers, medium for

faster rides with the 600cc and full power for the track and Hayabusa owners.


HONDA CBR600RR

Inspired by the Honda RC211V MotoGP the

CBR600RR receives the "RR" designation for "race

replica" because of its emphasis on racing

characteristics such as an advanced braced

swingarm, center-up exhaust system, and moreaggressive riding position.

Features Of Honda CBR600 RR:

1) Exciting new colors: Red/Black, Pearl Orange/Black, Metallic Silver, and Graffiti


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2) Exclusive, MotoGP derived Unit Pro-Link Rear Suspension

3) Dual Stage Fuel Injection System (PGM - DSFI) features two injectors per cylinder.

4) MotoGP-derived Honda Electronic Steering Damper (HESD).

5) High-revving engine redlines at 15,000 rpm.

6) MotoGP-style center-up exhaust system.

7) Radial-mount front brake calipers combined with radial actuated master cylinder.

8) 41mm Honda Multi-Action System (HMAS) inverted front fork.

9) Centrally located fuel tank increases mass centralization for a more compact frame

design.

10) Line beam headlights feature three-piece multi-reflector design.

Expected In: October, 2009

KAWASAKI NINJA ZX-14

Kawasaki Ninja ZX-14 is created to do everything

right. Right from the beginning. Its aerodynamics

reminds users that Kawasaki is indeed an aircraft

maker. The Kawasaki Ninja ZX-14 is based around

Kawasaki motorcycles 1352cc four-stroke engine. It

is an advanced version of Kawasakis unique

aluminum monologue frame, lightweight and very

strong.

Expected In: November, 2009


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CRITICAL REVIEW OF

LITERATURE

CRITICAL REVIEW OF LITERATURE

Consumer buyer behavior refers to the buying behavior of final consumers individuals

and households who buy goods and services for personal consumption. (Philip Kotler)

To understand the buyer, and to create a customer out of him, through thisunderstanding, is the purpose of buyer behavior. (Ramaswamy and Namakumari)

It needs to be specified at the outset that there is no unified, tested and universally

established theory of buyer behavior. What is available today, are certain ideas of buyer

behavior.

FACTORS INFLUENCING BUYER BEHAVIOUR

A number of factors influence buyer behavior. They can be grouped under three broadcategories.

1. Factors that are part of buyer as an individual.

2. Buyers social environment (group influence).

3. Information from a variety of sources.

1. Factors that are part of the Buyer as an individual

An individuals religion and cultural background, his personality traits, self concept, his

general endowments, his upbringing in short, his overall biodata play a crucial role inhis conduct as a buyer/consumer. These factors can be grouped broadly into three

categories:

i. Personal factors

ii. Cultural factors

iii. Psychological factors


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I. Personal Factors Age, Education, Economic Position, Self concept

An individuals age, level of education, his occupation, overall economic position and

lifestyle all influence his role as a buyer. They decide what products he will buy and

consume. A persons self concept and his concern about his about status also influence

his buying decisions. In fact today people are very concerned about their image and

status in society. Its a direct outcome of their material prosperity. Status is announced

through various symbols like dress, ornaments, possessions and general lifestyle. The

desire for self expression and self advancement is closely linked with social status. For

several people, status is a major motive force guiding and shaping their life. Their

concept of status decides what material possessions they should have. Even if a product

that constitutes a status symbol is beyond their immediate reach, their aspiration to

possess it will influence their decision making process.

ii. Cultural Factors Religion, Language etc.

Every culture, every language and every religion group dictates its own unique patterns

of social conduct. Within each religion, there may be several sects and sub sects; there

may be orthodox groups and cosmopolitan groups. In dress, food habits or marriage in

almost all matters of individual life religion and culture exercise an influence on the

individual, though the intensity may vary from society to society. The dos and donts

listed out by religion and culture impacts the individuals lifestyle and buying behavior.

iii.Psychological Factors Beliefs, Attitudes, Motivation, Perception

Just like the economic and social conditions, a mans disposition too has a close bearing

on his purchase decisions. Individuals coming under the same economic and social

groups can be vastly different when it comes to certain personal beliefs, faith and

attitudes. One may be timid and plain, while another may be outgoing and aggressive.

One may be traditional in the overall view of life, while another may be modern. One

may be east innovative, while another may welcome anything new. In fact, the maximumvariations are seen here and in the matter of analysis and assessment too, this area

poses maximum problem to the marketer.

2. Buyers Social Environment (group influence)

The buyer living in a society is influenced by it and is in turn influencing its course of

development. He is a member of several organizations and groups, both formal and


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informal. He belongs to a family, he works for a certain firm, he may be a member of a

professional forum, he may belong to a particular political group, or a cultural body.

There is constant interaction between the individual and the groups to which he belongs.

And all these interactions leave some imprint on him, which influences him in his day to

day life and consequently, his buying behavior.

There are two broad types of group influences:

i. Influence of intimate group.

ii. Influence of the broad social class.

I. Influence of Intimate Group

Examples of intimate groups are family, friends, close colleagues and closely knit

organizations. These groups exercise a strong influence on the lifestyles and the buying

behavior of its members. Among these groups the most influential and primary groups

are the family and peer groups. The peer groups are closely knit groups composed of

individuals, who have a common social background and who normally belong to the

same age group. The peer group has the greatest influence on the individual member as

a stabilizer of styles and behavior patterns.

In any intimate group, there is likely to be an informal group leader. Te group respects

him and looks up to him. Though the leader may not directly influence every member inhis day to day purchases, his judgment on men and matters, and facts and fashion is

respected by the group; and his views and lifestyle influences their buying decisions. He

is normally the innovator in the group, who first tries new products and new ideas, and

then, he becomes the propagator of those products and ideas. These opinion leaders or

influencers play a key role in marketing. Marketers often try to reach these leaders first

through advertisements and other means of communication. And if the leaders are

convinced, their groups are likely to follow suit.

ii. Influence of the Broad Social Class

Structurally, the social class is a larger group than the intimate groups. The constitution

of a social class is decided by the income, occupation, place of residence, etc. of the


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individual members. The members of a social class enjoy more or less the same status

or prestige in the community. They share a common lifestyle and behaviour pattern. And

they normally select a product or brand that caters to their class norms. Often they even

do their shopping in the same shopping are and patronize selected shops, which befit

their class image. This does not mean that all the members of a given social class will

buy the same products and the same brands or conform to the same style, amounting to

a sort of regimentation. Differential liking may exist among the members. But, in a buying

situation in which objective standard are not available to guide them, they may conform

to the class norms. Studies have shown that the extent of influence the social class has

on its members will depend on the extent of attractiveness of the group holds out to

them. The greater the attractiveness, the larger is the behavioral conformity.

Study of group influence on the individual buying behaviour will help the marketers to

develop right strategies for different customer segments. It is not feasible for them to

appeal to the fancies of every individual buyer. They can find commonalities or pattern

among specific groups of buyers and work on them.

iii. Information from various sources

The buyer today is exposed to a veritable flood of information, unleashed on him from

different sources. These sources inform him about new products and services, improved

versions of existing products, new uses for existing products and so on. The information

sources that persuade people to try a product include: advertising, samples and trials,display in shops and salesmens suggestions.

Each of these sources provides some information to the buyer about the products. When

the buyer sees an advertisement for a product, he is informed about the existence of the

products. Later on, he may develop a positive or negative attitude towards the product or

he may remain neutral. In any case, a piece of information about the product is made

available to him and it has some influence on his buying behavior.

The availability of the product in the shop itself acts as an information source to te buyer.

The buyer may evince an interest in the product and may inquire about it. The productadvertises itself.

Often salesmen serve as a source of information to buyers. The salesmen may inform

the prospects about a product, explain its advantages and may even suggest a trial

purchase. In cases where a rapport has already been established between the buyer

and the salesman, the latters suggestions are normally taken as reliable.


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THE BUYING PROCESS

1. Problem Recognition

The process of buying normally starts with the recognition of a need by the

consumer. He recognizes a problem and develops a perception of the problem. Then

he seeks information for solving his problem.

2. Awareness


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The customer turns to his environment /world of information around him. It makes

him aware of the existence of the product that would solve his problem.

3. Comprehension (Evaluation)

Comprehension comes out of his ability to reason with the information.

The awareness and comprehension stages represent the information processing

stage. These two stages constitute the cognitive field of the purchase process.

4. Attitude

It is the sum total of the individuals faith and feelings towards a product. As a result

of his awareness and comprehension, the consumer develops an attitude favorable

or unfavorable towards the product. The purchase process will continue only if he

develops a favorable attitude or a liking for the product.

5. Legitimization

The buyer must be convinces that the purchase of the product is he legitimate

course of action. This stage often stands as a barrier between a favorable attitude

towards the product and actual purchase. Only if the buyer is convinced about the

correctness of the purchase decision, will he proceed. At this stage, he may seek

further information regarding the product, or attempt to assess the information

already available.

Attitude and legitimization constitute the attitude field of he purchase process.

6. Trial

Conviction leads the consumer to try the product on a small scale ; he may buy asample. He tries to evaluate the product from his own experience.

7. Adoption

A successful trial leads him to buy/adopt the product.

Trial and Adoption constitute the behavioral field in the buying process.

8. Post-Purchase Behavior

The purchase leads to a specific post purchase behavior. Usually, it creates some

restless ness in the mind of the individual. He is not sure about the product. He may

feel that the other brand would have been better. He may even feel that thesalesman has taken him for a ride. As this dissonance is uncomfortable, the

individual, by himself will seek all means to recover his conviction and poise. He well

seed reassuring advertisements of the products or he may deliberately avoid positive

stories about the competing brand.


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BIBLIOGRAPHY&

REFERENCES

9.1 BIBLIOGRAPHY

1) Phillip Kotler; Principles of marketing, 7th Edition; Pearson Publication.

2) Saxena and Rajan; Marketing Management; Tata McGraw Hill; 3rd Edition

3) Ramaswami, V.S. and Namakumari, S.; Marketing Management; Macmillan India;

2002.

4) Batra Satish & Kazmi SHH ; Consumer behaviour text & cases; 1999.

5) Gupta, S.P. and Gupta, M.P.; Business Statistics; 14th Edition; Sultan Chand

Publications.6) Robert W and Boockholdt, James L.; Factors Leading To change in consumer

behavior: A Study of Managers Perspectives; Creativity Research Journal, 11(4), Page No.

245-307; 1998.


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9 .2 REFERENCES

1. The Yamaha India website;

www.yamaha-motor-india.com

2. Overview of performance of the Indian Automobile Industry

http://www.siamindia.com/scripts/IndustryStatistics.aspx

3. Overview of economy of automobile industry website seen on 26th June

http://www.iloveindia.com/economy-of-india/automobile-industry.html

4. Overview On BAJAJ AUTO, website seen on 6th

Julyhttp://auto.indiamart.com/bajaj-auto/

5. Overview On HERO HONDA, website seen on 6th July

http://auto.indiamart.com/hero-honda/

6. Overview On HONDA, website seen on 6 th July

http://auto.indiamart.com/two-wheelers/hmsil.html

7. Overview On TVS SUZUKI, website seen on 6th July

http://auto.indiamart.com/tvs-suzuki/

8. Overview On ROYAL ENFIELD, website seen on 6th July

http://auto.indiamart.com/motorcycles/thunderbird

9. Overview of Recent Launches of different brands, website seen on 7 July

http://auto.indiamart.com/motorcycles/bajaj-pulsar-dts-fi220/http://auto.indiamart.com/motorcycles/yamaha-fzs/http://auto.indiamart.com/motorcycles/honda-cbf-stunner-fi/index.html

http://auto.indiamart.com/motorcycles/suzuki-hayabusa-1300/http://auto.indiamart.com/motorcycles/suzuki-gs-150r/

10. Upcoming bikes in India, seen on 6th July

http://www.indiamarks.com/guide/Upcoming-Bikes-in-India-in-2009/10179
http://www.indiamarks.com/guide/Upcoming-Bikes-in-India-in-2009/10179http://www.indiamarks.com/guide/Upcoming-Bikes-in-India-in-2009/10179


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11. Overview of Total Turnover, seen on 6th July

http://www.siamindia.com/scripts/gross-turnover.aspx

12. Overview of Domestic market share, seen on 6th

Julyhttp://www.siamindia.com/scripts/market-share.aspx

13. Overview of Production Trend of automobile industryhttp://www.siamindia.com/scripts/production-trend.aspx

Documents

28710601 Yamaha Sales Promotion and Customer Satisfaction