CONSUMER BUYING BEHAVIUOR OF YAMAHA BIKE (2).doc

8/9/2019 CONSUMER BUYING BEHAVIUOR OF YAMAHA BIKE (2).doc

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Project Report

ON

“CONSUMER BUYING BEHAVIUOR OF YAMAHA BIKES”

Submitted for the partial fulfilment for the award

Of

Bachelor of Business Administration from

Chaudhary Charan Singh Uniersity! "eerut

#$%#&%'

Submitted (o)

SHANTI INSTITUTE OF TECHNOLOGY MEERUT

Under (he superision of) & Submitted By)&

"r* RA+U, S+AR"A NA-.(A

/+*O*0! of BBA! 0ept 1 BBA -. S2"

Roll No* 3345'##

02PAR("2N( O6 "ANA72"2N(

SHANTI INSTITUTE OF TECHNOLOGY MEERUT

BA(C+$%#&%'

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0eclaration

. NA-.(A! student of BBA VI Semester under the Project 7uide "r* Rahul Sharma +*O*0*! BBA

0epartment! S.( "eerut. I hereby declare that the project report on 8CONSU"2R BU9.N7

B2+A-.OUR O6 9A"A+A B.:2S;! is an original and authenticated work done by me. I further

declare that it has been submitted to CCS Uniersity! "eerut # has not been submitted elsewhere by any

other person in any of the uniersity for the award of any degree or diploma.

0A(2)&

NA-.(A

BBA -. S2"

Roll No* 3345'##

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PR26AC2

$oday%s market scenario is totally different from what it has been a few years ago. Consumers has a lot of

choice for eery product because day by day companies are coming up with their new and innoatie

products. &ater there was limited choice for most of the products and companies didn%t hae to put

much of the efforts to sell their products. But today%s scenario is totally different. Consumers hae

choice because of aailability of arieties and options. 'e can say today%s consumer is the market

ruler. So it is important to know his buying behaior and try to fulfill his demand. Company%s aim

should be customers delight not customer%s satisfaction.

$his research was really good learning e(perience for me. I got opportunity to apply the theoretical

knowledge to practical aspects of selling. 'hat problems can arise and the way to tackle the difficulty

during the sales as smartly as possible.

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AC:NO


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(able of Contents

Company *rofile

,bjecties of study /

Introduction0 Indian Automobile Industry 1

"odel of buyer behaior 2/

Importance of study in automobile industry 23

4actors influencing consumer behaior 5

$ypes of buying behaior 65

7esearch methodology 66

8ata collection 1

Conclusion 99

Appendices 3:

Bibliography 3/

;uestionnaire 36


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COMPANY PROFILE


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Company profile

About .ndia 9amaha "otor Pt* ,td*

-amaha made its initial foray into India in 39/. Subsescorts ?roup in 336. @oweer! in August 2==! -amaha ac


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# innoatie technology. ,ur innoatie solutions will always e(ceed the changing needs

of our customers and proide alue added ehicles.

Build the 'inning $eam with capabilities for success! thriing in a climate for action and

deliering results. ,ur employees are the most aluable assets and we intend to deelop

them to achiee international leel of professionalism with progressie career

deelopment. As a good corporate citi+en! we will conduct our business ethically and

socially in a responsible manner with concerns for the enironment.

?row through continuously innoating our business processes for creating alue and

knowledge across our customers thereby earning the loyalty of our partners # increasing

our stakeholder alue.

Customer >%

'e put customers first in eerything we do. 'e take decisions keeping the customer in

mind.

Challenging Spirit

'e strie for e(cellence in eerything we do and in the eryoneHs contribution is e


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I-"Hs "anufacturing facilities comprises of 2 state)of)the)art *lants at ) 4aridabad

D@aryanaE and Surajpur DUttar *radeshE. Currently = models roll out of the two -amaha

*lants.

$he infrastructure at both the plants supports production of motorcycles and itHs parts for

the domestic as well as oersees market. At the core are the /)S and $*" actiities that

fuel our agile "anufacturing *rocesses. 'e hae In)house facility for "achining!

'elding processes as well as finishing processes of >lectroplating and *ainting till the

assembly line.

$he stringent ;uality Assurance norms ensure that our motorcycles meet the reputed

International standards of e(cellence in eery sphere.

As an >nironmentally sensitie organi+ation we hae the concept of F>nironment)

friendly technologyF ingrained in our Corporate *hilosophy. $he Company boasts of

effluent $reatment plant! 7ain water ) @aresting mechanism! a motiated forestation

drie. $he IS=):== certification is on the anil ) early ne(t year. All our endeaors gie

us reason to beliee that sustainable deelopment for -amaha will not remain merely an

idea in pipeline.

'e beliee in taking care of not only -our "otoring eeds but also the needs of 4uture

?eneInentoryns to come.

6ounded uly ! 3//

Capital :9!5=2 million yen Das of "arch 5! 2==9E

President $akashi Gajikawa

2mployees /Consolidated1 :6!9/= Das of 8ecember 5! 2==1E

*arent0 3!=3 Das of 8ecember 5! 2==1E

Sales /Consolidated1 !1/6!1=1 million yen

Dfrom anuary ! 2==1 to 8ecember 5! 2==1E

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*arent0 133!2=3 million yen

Dfrom anuary ! 2==1 to 8ecember 5! 2==1E

Sales Profile Sales DE by product category DconsolidatedE

Sales DE by region DconsolidatedE

"ajor Products @

Serices

"anufacture and sales of motorcycles! scooters!

electro)hybrid bicycles! boats! sail boats! 'ater

Vehicles! pools! utility boats! fishing boats! outboard

motors! diesel engines! :)wheel A$Vs! side)by)side

ehicles! racing karts! golf cars! -amahati)purpose

engines! generators! water pumps! snowmobiles! small)

si+ed snow throwers! automotie 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 arious types of products!

deelopment of tourist businesses and management of

leisure! recreational facilities and related serices.

+eaduarters 2/== Shingai! Iwata)shi! Shi+uoka)ken! apan

Affiliated Companies Consolidated subsidiaries0 2

on)consolidated subsidiaries0 9

Dby the e


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Dby the e


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@IS$,7- ,4 $@> C,"*A-

*aing the 7oad to -amaha "otor CorpoInentoryn

FI want to carry out trial manufacture of motorcycle engines.F It was from these words

spoken by ?enichi Gawakami D-amaha "otorHs first presidentE in 3/5! that todayHs

-amaha "otor Company was born.

FIf youHre going to do something! be the best.F

?enichi Gawakami was the first son of Gaichi Gawakami! the third)geneInentoryn

president of ippon ?akki Dmusical instruments and electronicsJ presently -amaha

CorpoInentorynE. ?enichi studied and graduated from $akachiho @igher Commercial

School in "arch of 35:. In uly of 351! he was the second Gawakami to join the

ippon ?akki Company.

@e urope during which my chief engineers learned how to build motorbikes. 'e did as

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much research as possible to insure that we could build a bike as good as any out there.

,nce we had that confidence! we started going.F

FIf you are going to make it! make it the ery best there is.F 'ith these words as their

motto! the deelopment team poured all their energies into building the first prototype!

and ten months later in August of 3/: the first model was complete. It was the -amaha

-A). $he bike was powered by an air)cooled! 2)stroke! single cylinder 2/cc engine.

,nce finished! it was put through an unprecedented =!=== km endurance test to ensure

that its


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-amaha took


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diersity were on the right track. But ?enichi knew that beyond


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-amaha "otor Co.! &td. plans to introduce a global consolidated spare parts inentory

management system once the information system infrastructure is in place. By reforming

the distribution process! the Company seeks to achiee a /= reduction in spare parts

inentories in >uropean and U.S. markets by the end of 2==: compared with 2===! as

well as a 5= increase in productiity in une 2==5 compared with 2===.

'ith deelopment of the global parts information system infrastructure )) ?)4AS$ 2 ))

completed in 8ecember 2==2! the Company is poised to shift from the current subsidiary)

based system for parts inentory management to a consolidated system. In the new

system! the Company will centrali+e worldwide spare parts inentory management in its

head


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initial arrial from the factory! meaning that the parts centers will eentually be inoled

in only two processes )) receiing and anning. In order to successfully streamline

distribution processes according to plan! the Company has optimi+ed the parts center

storage rack layout! and has introduced newly deeloped wireless portable terminals and

self)propelled carts! as well as the network)based parts center management system to

support them.

Also as a part of the distribution process reform plan! the Company will ship slow)

moing spare parts directly from head


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.ndia 9amaha "otor 2mbar?s on a Pan&.ndia 0ealer Networ? 2pansion

.naugurates 5 more dealers in "umbai @ Pune! "aharashtra

All set to make its grand entry into the Indian scooter market! India -amaha "otor today

announced its plan to e(pand its sales network across India in order to take its product

closer to its customer base particularly in the tier 2 and tier 5 cities. Currently India

-amaha "otor has more than :== dealers across India and plans to spread out to morecities increasing its dealer network to 2=== by 2=9. &ooking at the growing demand of

two wheelers in the tier 2 and tier 5 cities! -amaha has embarked on building a strong

dealership network in these cities.

India -amaha "otor today inaugurated 2 more dealers namely Varyan -amaha and

Supreme Auto in *une today! to match the growing demand for bikes in the city and

prepare for scooters which will be put in the market soon. &ikewise! : more dealerships

will be inaugurated in cities like asik # "umbai apart from *une oer the ne(t two

weeks.

Commenting on the occasion! "r* +iroyu?i Suu?i! C2O @ "0! .ndia 9amaha

"otor Pt* ,td*! said! M$he -amaha family is looking forward to a stronger dealer and

sales network strategy to reach out to more people with our products and serices while

continuing to sere our loyal customers. Geeping in mind the increasing demand in two

wheelers! we are planning to e(pand our dealership network e(tensiely. *une! the

automobile city of India has ample of untapped market in this segment and we are

looking forward to make a strong presence in this cityN.

"r. Su+uki adds M"aharashtra is a ery crucial market for us and we are committed to

offering the best of the products from our portfolio to customers here. In the delu(e

segment! which is our mainstay category! -amaha has 9 market share in "aharashtra!

up from 6 last year. $he opening of these new dealerships in *une is in line with our

focus to strengthen our foothold in key growth markets. $hese dealerships will definitely

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help us in reaching out to more and more potential customers in the state as well as the

entire region. $he showrooms are fully)estimates suggest! the industry to attain 2= million units leel by 2=6! when

-amaha is targeting to achiee = market share.

7ecently! India -amaha "otor announced its third manufacturing in Chennai which will

entail an inestment of appro(imately 7s./== oer the ne(t fie years. $he new facilitywill employ a Mtheoretical)alue)based productionN concept that operates on a system of

completely synchroni+ed manufacturing of parts and assembly of complete two)wheelers.

$his inestment is in addition to the 7s. 1/= crores being inested in the e(isting facilities

in oida and 4aridabad for capacity e(pansion! product deelopment and network

e(pansion.

7ecently the company signed up Bollywood dia 8eepika *adukone as the face of

-amaha Scooters in India while ohn Abraham will continue to endorse -amaha%s

motorcycle range in India.

$he company will continue with the ->SP -A"A@A campaign which was introduced a

couple of years ago. As part of the ->SP -A"A@A campaign! many initiaties hae been

launched including QBring back the oy% campaign! QChabi ?humao! Bike &e ao% contest

D$urn the key! win a bike contestE to name a few.

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$he main objectie of this study is to analysis is detail the consumer behaior towards

-amaha. $he objectie of the study can be stated as follow0

• $o study the market position of different brands of ehicle at ?ha+iabad # C7.

• $o study the influence of $.V. adertising in making decision.

• $o study the post purchase action.

• $o study the effect of different sales promotion tools after purchasing it.

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$he Indian automobile industry is too ery &arge e(tent! dominated by the two wheeler

sector)comprising 2 in manufactures Dat presentE.the passenger can senior mostly

dominated b four companies namely @onda. Bajaj. -amaha! and $VS among R'hich

-A"A@A is in the lead! with a market share of nearly 1/ percent. $he growth in the car

sector has been to the e(tent of 2= percent during the last year! which was in continuum

from its preious year. $hus leaing the Indian roads with almost 5/):= percent more four)

wheeler ehicles within a span of 2 year.

$he two)three wheeler sector comprises of oer 5 manufacturers with installed capacity

of about 5!/::!=== units and Bajaj Auto dominating the market with a share of about :9

percent. As with the rest of the automobile industry! the two and the three wheelers sector

hae been notching up e(cellent results. , with the easy aailability of finance and a

spurt in demand as there is a growing need for personal transport! the stage is set for two

wheeler.

"anufactures to cash in on the e(pending demand in the current financial year there has

been unprecedented growth of 22 present oer the preious year. 4urther. $his trend is

e(pected I continues at / percent oer the ne(t two year with more emphasis being put

on the low cc D/=)==E two wheelers! the market is becoming more and more crowded

with stiff competition between Bajaj Autos Sunny and $VS%s Scooty. Company are

coming up with new ranges more frescorts. In the mopeds segment. Q$VS leads the pack followed by

"ajestic Auto and Ginetic >ngineering. $he three

wheeler sector too has been remarkable recoery in the past 2)5 years to the e(tent of

recording a /1 percent growth with total sales of 5.1=: units in 33:)3/.

$he market in this segment is being led by Bajaj Auto in a nearly monopolistic

enironment with a market share of 3= percent. @oweer the growth in the coming years is

e(pected to stabili+e at around / percent. $he three wheeler is being recogni+ed as Ashok angia economical! cost effectie and conenient mode of transport! when compared not

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only with ta(is and "ini trucks but een with public transport! for short distances.

$he heay! medium and light commercial ehicles DBikesE sectors comprise @onda and

Bajaj. $he record for this sector are similar to the car sector. 'ith Ashok angia aerage

figure of 2= percent! the Bikes outpaced the growth of the scooter at comparatie leels

of 3:!=== and 91!=== units respectiely. $he new infrastructural 7esearches! additional

capacities in steel and cement plans! prospectie priati+ation of public transport arc

e(pected to spur demand for the Bikes. $he scales are increasingly tilting in faors of

Bikes from Bikes clue to benefits like lower transportation costs per ton. Better

"aneuerability and improed consumer goods transportation. In the SC,,$>7

segment! -amaha holding a 66 percent market share is best geared to meet the growing

demand with its plans to increase capacities. Ashok &eyland too is doing well in the

SC,,$>7 segment. In the SC,,$>7 segment! the total sales amounted to 92.5/5 units

where -amaha market share is /2 percent. @oweer. SC,,$>7s made with apanese

collaboration are under immense pressure because of the escalation in the yen and

counterailing duties

Imposed on imported components on the whole. $his sector of the industry has been

consolidating its position in the few year .

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.ndia 9amaha "otor introduces a Special Campaign for the 6D Owners

E6D 6ull (hrottle "eetE

New 0elhi! =une #$%#) 0 'e at -amaha always treasured our association with you. o

wonder! we hae always belieed in finding a reason to celebrate this association. And

what can be a better way to celebrate than upping the adrenaline rush. 7eason why! we

take pleasure in initing all 4 owners to! H4ull)$hrottle "eetH. A day) long eent!

organi+ed specially for the 4 7aiders! reaffirming yet again that 4 riders are truly

street)bound. So! it%s time you took a break and let your attitude do the talking.

$his campaign was conducted in key cities across the country in 2=2.

$he 4ull $hrottle "eet is open for 4!4S and 4a+er owners.

4 4ull $hrottle "eet comprises of arious actiities like 4 Bike 7allies! Cricket! 8art?ame! Snooker! Spin)the)wheel etc. ?ien below are the tentatie locations where it was

conducted in 2=2.

8elhi! "umbai! Golkata! Chennai! 4aridabad! *une! *anel! asik! Bhopal! Indore!

7aipur! @yderbad! Bangalore! Calicut! $richur! Ai+wal! Siliguri! amshedpur!

Ahmedabad! Baroda! 8ehradun! aipur! 7ajkot and Surat.

2=


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9amaha associates itself with P6". #$%# to target young urban women

for its newly launched scooter RA9

New 0elhi! #5th Sept #$%#) 0 -amaha India recently announced its association with the

coeted *ond%s 4emina "iss India 2=2 to strengthen the brand e


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-amaha is primarily a bike manufacturer! but with its association with *onds 4emina

"iss India! the company hopes to reach out to all those young girls who hae been

especially kept in mind while conceptuali+ing the newly launched 7A- scooters. $he

company is confident that this is the beginning of a symbiotic relationship not just

between -amaha and *onds 4emina "iss India but also between 7A- and the millions of

young "iss India%s of the country.

Stylish and friendly! 7A- has already sparked a trend amongst young girls as was seen

with the recently concluded Q"iss 7A-% contest in @yderabad. $he "iss 7A- contest

was the first of its kind hunt for a local brand ambassador for the new range of -amaha

scooters! held in @yderabad recently. @aing receied an oerwhelming response in its

first edition in @yderabad! the company is planning to introduce the "iss 7A- concept!

in other cities as well. $hrough this actiity! the company is proiding millions of young

girls all oer the country an opportunity to take centre stage and show what it takes to be

a winner just like the new 7A-.

About .ndia 9amaha "otor Pt* ,td*

I-" operates from its state)of)the)art manufacturing units at Surajpur in Uttar *radesh #4aridabad in @aryana and produces motorcycles both for domestic # e(port markets.

'ith a strong workforce of more than 2!=== employees! I-" is highly customer)drien

and has a countrywide network of oer :== dealers. *resently! its product portfolio

includes V"A D!613ccE! -4)7 D339ccE! 4 D339ccE! 4a+er D/5ccE! 4)S D/5ccE!

4 D/5ccE! S) # S)7 D/5ccE! -4)7/ Version 2.= D/=ccE! SS2/ D25ccE! -B7

2/ D25ccE! -B7 = D=6ccE and Cru( D=6ccE.

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that operates on a system of completely synchroni+ed manufacturing of parts and

assembly of complete two)wheelers. $his inestment is in addition to the 7s. 1/= crores

being inested in the e(isting facilities in oida and 4aridabad for capacity e(pansion!

product deelopment and network e(pansion.

7ecently the company signed up Bollywood dia 8eepika *adukone as the face of

-amaha Scooters in India while ohn Abraham will continue to endorse -amaha%s

motorcycle range in India.

$he company will continue with the ->SP -A"A@A campaign which was introduced a

couple of years ago. As part of the ->SP -A"A@A campaign! many initiaties hae been

launched including QBring back the oy% campaign! QChabi ?humao! Bike &e ao% contest

D$urn the key! win a bike contestE to name a few.

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$heir starting point is the stimuli )response model. Aboe figure shows marketing and

other stimuli entering the buyer%s Mblack bo(N and producing certain responses. $he

stimuli are of two types. "arketing stimuli consists of the : *s 0 *roduct! *rice! *lace and

*romotions. ,ther stimuli consist of major forces and eents in the buyer%s enironment

economic! technological! political and cultural. All these stimuli pass through the buyer%s

black bo( and produce the set of buyer responses 0 *roduct choice! brand choice! dealer

choice! purchase timing and purchase amount.

8ealers

,ur Brand Image speaks for itself. Complementing the "arketing team is our ast and

strong 8ealer network ) the backbone of our ital marketing operations.

7ecent initiaties hae been launched by -amaha in the field of business)to)business as

well as business)to)consumer cooperation with 8ealers. $he new showrooms based on

-A"A@A VISUA& I8>$I$- are one of the many steps in this direction.

,ur dealer network works on the F5SF fundamentals of )SA&>S S>7VIC> and S*A7>

*A7$S under one roof. 'ith a strongly dedicated team of Sales and Serice engineers!

I-" targets the fulfillment of customerHs needs. >ery single customer matters to us.

$ogether the 5S operate in tandem to sere our customer and forge an eerlasting bond

with them.

CUS$,">7 SA$IS4AC$I, is our motto and we remain steadfast in our commitment

to our alued customers...

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,ffering othing But the Very B>S$ to $hem.

>(ports

I-" is an actie player in the e(ports market. Currently! we e(port motorcycles to /=

countries including Argentina! "e(ico! *hilippines! Bangladesh! Sri &anka! Columbia!

8ominican 7epublic! igeria and lory Coast. $he e(port *roduct line boasts of 7 ==!

Cru(! -8 2/! >nticer and &ibero.

$o consolidate our position in the e(ports arena! we are rapidly e(panding our presence in

Asia! Africa! Central and South America.

Strengthening our reputation as an e(port base for -"C global operations! we are bright

and optimistic about our emergence as a top)notch bike e(porter of India

9amaha signs leading Bollywood actress 0eepi?a

Padu?one to endorse its scooter range

"umbai! #3rd =uly #$%#) 0 All set to make its grand entry into the Indian scooter

market! India -amaha "otor today announced that it has signed up Bollywood

dia 0eepi?a Padu?one as the face of -amaha Scooters in India. $his is the first time

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that the actress will endorse an automobile product and -amaha is upbeat that her

feminine yet sporty disposition will gel easily with the Indian target audience. 'hile

8eepika will endorse the scooter section of -amaha! ohn Abraham will continue to be

the brand ambassador of the company%s flagship bikes.

As per the deal! 8eepika will make appearances in commercials which are already lined

up. $he bubbly and actie image of the actress will complement the sporty and stylish

scooter that -amaha has to offer to its female customers which will primarily be under the

age of 2: years. $his isual connection will proide appropriate alue addition to the

brand and will bring the product alie onscreen. "oreoer! she appeals to the Indian

youth both through her moies and her off screen appearances. @er stature in the film

industry goes well with -amaha%s current positioning in the two)wheeler industry.

Commenting on the occasion! "r* +iroyu?i Suu?i! C2O and "0! .ndia 9amaha

"otor Pt*,td* said! F'e are ery pleased with our alliance with "s* 0eepi?a

Padu?one to endorse our scooter Q7ay% which just like 8eepika signifies QCool #

Beauty%. Being young! fit! sporty and stylish! "s. 8eepika has all the elements that our

customers will subscribe to when they buy our scooters. $he youth adore her! respect her

and follow her because she signifies an inherent sense of style that easily blends in with

that of brand -amaha. 'e look forward to hae a longstanding and fruitful association

with her.F

F-amaha has been a preferred brand with the youth who understand and connect well

with technology! performance and the spirit of sporting endeaors. 'e hae replicated

these inherent ingredients in our scooters as well for the aspiring Indian women under the

age of 2: years. 'e do e(pect the women customers to become a core part of our future

growth strategy.F

ohn Abraham has done a commendable job for -amaha in the past years and now that

8eepika has come on board! they will collectiely add strength to the product line up of

-amaha and take the brand to new heights in the times to come.

$he deelopment is in line with the company%s effort to strengthen its brand particularly

in the scooter market. $he company will continue with the Y'() YM* campaign

which was introduced a couple of years ago. As part of the Y'() YM* campaign!

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many initiaties hae been launched including QBring back the oy% campaign! QChabi

?humao! Bike &e jao% contest D$urn the key! win a bike contestE to name a few.

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."POR(ANC2 O6 S(U09 .N (+2 AU(O"OB.,2 .N0US(R9

$hings hae been consistently changing oer the past few years in this industry! seeral

world brands. 'hich one saw only in glossy maga+ines or on the $V in the past are

making a belling to enter to enter the country. "any of the current collaborators hae a

majority share holding in the collaborations. Collaborators are willing to hold the hands

of the Indian manufacturers in the e(port markets. In fact! the focus of the new generation

of collaborations is to build technological capabilities in the Indian automobile industry.

In 335 the world%s largest car market! ?eneraE "otors! signed up with @industan "otors

for assembling one of its ?erman products)the ,pel Astra. 4rench giant *eugeot has

joined hands with *remier Automobiles to make *eugeot 5=3 and Britain%s car major

7oer has tied up with Bangalorc)hascd small)timer Sipani Automobiles! to assemble the

7oer "ontego. "ahindra and "ahindra hae embarked upon the process of% assembling

Chrysler%s eep Cherokee! using its new *eugeot engine and gear bo(! Q$>&C, has

finally signed up with 8ailmer)Ben+ for manufacture of the "ercedes)Ben+. 8C" has

tied up with the emerging South Gorean car maker! 8aewoo. All this is not surprising!

considering the fact that the car manufacturing sector O one of the last to bre decanted in

une. 335 Ohas recorded a growth of 23 percent during that financial year .

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6AC(OR .N6,U2NC.N7 CONSU"2R B2+A-.OR

Cultural

Culture Social

Subculture

Social class

7eference

groups

Personal

4amily

7oles and

status

Age and life

Cycle

stage

,ccupation

Psychological

"otiation

*erception

&earning belief

# attitude

Buyer

Consumer%s purchases are highly influenced by cultural! social! personal and

psychological factors.

52


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02(A.,20 O6 6AC(ORS .N6,U2NC.N7 B2+A-.OR

(A) CULTURAL FACTORS :

Cultural factors e(ert the broadest and deepest influence on consumer behaior.

CULTURE:

Culture is the most fundamental determinant of a person%s wants and behaior. $he child

growing up in a society learns a basic set of alues! perception! preference # behaior

through a process of speciali+ation inoling the family # other key institutions.

SUBCULTURE:

>ach culture contains smaller groups of subcultures that proide more specific

identification # sociali+ation for its members. 4our types of sub culture can be

distinguished.

/i1 ationality groups.

/ii1 7eligious groups.

/iii1 7acial groups

55


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/i1 ?eographical areas.

SOCIAL CLASS:

Virtually all human societies e(hibit social stratification. "ore fre


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"embers of the buyer%s family can e(ercise a strong influence on the buyer%s behaior.

$he family of orientation consists one%s parents. 4rom parents a person ac


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( C ) PERSONAL FACTORS:

*ersonal factors a buyer%s decisions by hisKher personal characteristics! occupation!

economic circumstances! life style! and personality # self) concept.

(i) AGE & LIFE CYCLE STAGE:

*eople change the goods and sericesJ they buy oer their life time. $hey eat baby food in

childhood! most foods in the young age and special diets in the later year.

(ii) OCCUPATION:

A person%s consumption pattern is also influenced by his or her occupation. A blue)chip

worker will purchase good clothes! care etc.

(iii) ECONOMIC CIRCUMSTANCES:

A person%s economic circumstances will greatly affect product choice. @is economics

circumstances consists of their spend able income! saing # assets! borrowing power.

(iv) LIFE-STYLE:

A person%s life style is that person%s pattern of liing in the world as e(pressed in the

person%s actiities! interests # opinions.

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(d) PSYCHOLOGICAL FACTORS:

A person%s% buying choices are also influenced by four major psychological factors)

DE "otiation

D2E *erception

D5E &earning

D:E Beliefs and Attitudes

( E) BUYING ROLE:

4or many products! it is easy to identify the buyer. "en buy shaing Cream! 7a+or!

Cigarette etc. 'hile cosmetic! pantyhose etc.

$hus! we can distinguish seeral roles people may play in a buying decision.

Initiat! : ,ne who first suggests or thinks of the idea of buying the particular

product or serice.

.nfluencers 0 ,ne whose iews or adice carries some weight in making

the final decision.

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0ecider 0 ,ne who ultimately determines any part of! or the entire

buying decision whether to buy! what to buy! or where to Buy.

Buyer 0 ,ne who makes the actual purchase.

User 0 ,ne who consumes or uses the product or serice.

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PROB,2" AN0 ,.".(A(.ONS O6 (+2 PRO=2C(

(here are a large number of small and big localities in the area * .t was a

difficult tas? to coer too many towns and cities in such a short span of

time *

@ence !only 6of them were selected namely ?ha+iabad # C7 representing

A)Class !B)Class!# C)Class localities .

>(clusie dealer of the company! were also in


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(erms @ Conditions :

$his *rotection plus does not apply to "otorcycle used of hire and reward! or for

"otorcycles used for any kind of timed completion or race.

"otorcycle owner! temporarily or otherwise by a business formed for the purpose

of selling or sericing "otorcycle are e(cluded. 'arranty comes into effect when

customer pays the cost of *rotection *lus and sign the proposal form.

$he *rotection *lus has no surrender alue and it cannot be cancelled. $he

*rotection *lus is transferable to new owner at the time of selling the "otorcycle.

o liability will be accepted for any engine! Carburetor! AIS System! >lectrical

with 'iring @arness breakdown claim notified to the company more than : days

after the releant fault has become apparent. All claims must be supported by the

releant documentation. $he company reseres the right to e(amine the

"otorcycle and subject it to e(pert assessment and to nominate a repairer. $he

result of the assessment will determine the liability subject to the claimable limits.

Serice must be complete at the correct time and mileage. $he *rotection *lus

holderKCustomer should retain all the serice inoice and releant receipts .4ailure

to serice the two)wheeler in accordance with the manufactureHs recommended

serice schedule and per schedule gien in this Booklet will render the policy

inalid.

$he "ileage


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e(pressly agreed and declared that the company shall be releases from all liability

of that particular claim.

If the customer andKor the authori+ed dealer undertakes a claim! knowing the

claim to be false and or fraudulent as regards the alue of the amount of work or

cause of failure or otherwise! the *rotection *lus shall be deemed to be inalid.

4ailure to comply with these formalities and condition may led to a refusal to pay

the claim.

All 8isputesKdifference regarding to claim settlement! arising for whatsoeer

reason shall be subject to jurisdiction of 8elhi courts only.

$his *rotection *lus is transferable at the time of sale of ehicle.

:


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CO-2RA72

• >ngine including Carburetor and Air Induction System.

• >lectrical parts including wiring harness .

• $otal 1 parts coered in *rotection *lus.

P2R.O0

• >(tended warranty for 5 years or :==== Gms whicheer comes earlier.

• >(tended warranty starts after completion of I-" warranty.

COS(

• 7s.111 if purchased with new ehicle or up to 3= days.

• 7s.333 if purchased from 3= to 9= days.

B2N26.(S

• $hree years protection against your e(pense on >ngine including

Carburetor!

Air Induction System and >lectrical Including 'iring @arness after

I-" warranty

• o major repair bills up to 5 years after I-" warranty.

• "otorcycles repairs from authori+ed I-" 8ealership.

• ?enuine spare parts used.

• @igher resale alue of the ehicle through regular sericing and

warranty protection .

:2


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*7,8UC$ ,4 -A"A@A

•

•

•

:5


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•

•

•

•

•

::


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•

•

•

•

•

>ery morning started with a briefing by Adarsh of what we should e(pect! followed by

an elementary discussion on riding and bike control by Sachin. &eaing 8arjeeling the

:/


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road was e(tremely steep downhill which meant many burnt their rear brakes. $his was

followed by some of the worst mountain roads on this planetP $o top it all the dry dust

swallowed all of us. But the last 5=km to -oksum! Sikkim was one of the best stretches of

the tour.

$o write about each day of the tour would take up a small book. $he general impression

of the tour was that it was ery well raced. $he spots and hotels chosen for stay were ery

comfortable and clean! with good food and cheap for those who liked a drink after a hard

dayHs riding! which was almost eeryone. $he day would begin with a briefing on the

roads and meeting point! plus SachinHs ridingKbike control tips. 'e had to fend for lunch but dinner was proided by 7> if there were no restaurants around.

Bhutan is one of the last countries in the world ruled by a forward looking beneolent

monarchy. $he population is around seen lakh and the main income is from e(port of

power. 'ith its mountains and a large number of riers! Bhutan e(ports huge amounts of

electricity. It is a protectorate of India and has ery friendly relations unlike other

neighboring states. $ourism is kept at a minimum! high end low olume and ?ross

ational @appiness is more important than any ?8*. 'e traeled through west southern

Bhutan into $himpu and across the country to the far east and e(ited south east into

Assam. $o put it simply! it was a trip of a life time for me.

$he bike gien to me was a brand new /== Classic. 'hat can the Bullet be compared to

$here is nothing made in India that is like itP So! like an icon it stands on its own. $he

good things first. $he bike handled well all through the bad roads. $he front and rear

suspension! and the steering bearing neer gae way. It has a tractor like tor


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is good but not good enough for the weight. "y bike ibrated oer 9=kmKh so much that I

couldnHt see a thing in the rear)iew mirrors. Some bikes had broken cables! chain

adjustments were needed eery day! meters kept getting loose! and it kept slipping out of

:th gear and felt under geared for the power it had... not acceptable for a bike

manufactured in 2=2.

I spoke to almost eery rider who owns a 7> bike. $he pride of ownership of this

maren if the bike has to

remain in its pushrod format the progress all around has left the 7> standing still in a time

warp. $he 7> in >ngland had many model trims but here nothing has changed. 7> did try

and make smaller bikes that failed! but ariations of the 5/= theme were not tried enough.

ow a Club "ans model is coming out but unless the power is increased substantially it

will mean ery little. But at the moment 7> is oer booked and the company doing well.

So who is to say But this is the time for intense 7#8 and to come out with models that

are seriously modern in technology! and remain intage if they still want to.

:1


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"#$ RECENT LAUNCHES

YAMAHA FZ-S

Yamaha FZ! "#$cc, a recently launched bi%e by the industry giant Yamaha. After the

grand success of FZ"& Yamaha has finally launched its modified version 'FZ!( in )ndia.

*his fabulous bi%e is e+uipped with all the necessary features one may thin% of. )t stands

ahead in style and performance not only in its segment but beyond. *his bi%e is best

suited for those who want elegance and power in one. )t is designed and engineered with

the capacity for active and aggressive enoyment of aroundtown street riding and

styling, bringing a sense of pride for the owner of the bi%e. )t is especially designed to

:9


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satiate riders- desire for style and fashion. )t is popularly referred as the !tylish /acho

!treet Fighter0 '1ord of the !treets(.

T% '!ia! *at+!, * Yaa%a F-S in./+d:

• 2uropean international design

• !tainless steel body

• Aerodynamic muscular design

• 3igh tor+ue rate

• 4arbon pattern meter console

• 1atest graphics

• 5is% bra%es

• 2lectric start starting system

• 2lectronic fuel inection system

YAMAHA YF R"0

*his is the latest offering from the Yamaha stable. *he YZF 6"# is the first truly sports

bi%e launched in )ndia. *he loo%s and design have been done %eeping the bigger 6" in

mind and hence the resemblance.

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*he bi%e is priced at 6s.78,#$$ 'e9showroom( across )ndia. )t boasts of the first li+uid

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

power. )t is a "#$cc bi%e having enough power to bring chills to the rider when he revs up

the accelerator.

Comparision of Yamaha with other Manufacturers

BAJAJ PULSAR !S F" ##$ CC

;aa auto has upgraded the


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reflects a maor difference from other


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/2


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H%&A CBF S!U&&'R F"

Geared with


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• 3alf Fairing

• Front and 6ear *ubeless *ires

• Alloy Hheels

!HU&'RB"R !("&SPAR)

1aunched in year =$$@, *hunderbird *win spar% is one of the most stylish bi%e intended

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

6oyal 2nfield revolutionary Jnit 4onstruction 2ngine.

*he 6oyal 2nfield *hunderbird *win spar% is the perfect e9ample of unfolding mi9 of old

and new. )ts C& cc engine, stro%e single cylinder aircooled engine delivers ma9imum

power of "7.@ bhp ? #=#$ rpm capacity ensuring its smooth performance and constant

vacuum '4K( carburetor assure its simple start. 5elighting customers, this bi%e is

absolute comfort statement for the passenger as well as rider. *his bi%e is li%e a must

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

delight.

S'.ia/ Fat+!,:

)ncorporated with all latest and advanced features, this bi%e includes:

• 2rgonomically designed high density foam seats

• 6ear gas filled shoc% absorber

• 3eat shield on silencer

• ;igger 4K carburetor ;!=7

/:


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• 2lectric starter

• 2lectronic flasher

• /ulti focal reflector

• =@$mm discfront bra%e and "#$mm drumrear bra%e

• 2ngine > !ingle cylinder, !tro%e, D3K, 5ual spar% ignition engine, aircooled

•


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Fat+!,:

!ome special characteristics of !uBu%i 3ayabusa "C$$ are :

• !teering damper

• 2ngine mode indicator

• Kertically stac%ed headlight

• 125 taillight

• 6adial mount *DI)4D front bra%e caliper

C/!,:

!ome special characteristics of !uBu%i 3ayabusa "C$$ are :

• !olid blac% /etallic maestic gold

•


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SUZU)" ,S *$R

P!i. !an2: R, 034 t $54

Also %nown for its attractive appeal, !uBu%i G! "#$6 is styled with inspiration from

!uBu%i international super bi%e G!M6. 2+uipped with engine balancer technology, this

bi%e is designed with a high acceleration performance in low to mid range speed, i.e.

very important for city driving.

C/!,:

• 4andy ma9 orange

•


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*he new bi%e Apache 6*6 F) would come with an "&$ cc fuel inected engine

*K! A


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YAMAHA R*#

*he most advanced "=# production super sport

machine that Yamaha will launch in =$$7 will be YZF

6"=#. *his radical, highrevving, fuelinected "=# is

the wor% of the same engineers who created our

legendary YZF6" and YZF6& super sport bi%es.

/ain Features of Yamaha 6"=#:

1i+uidcooled singlecylinder stro%e

!D34 valve cylinder head

Hetsump lubrication system

Fuel inection

2lectric start

&speed transmission

6&style midship muffler

5ual catalyses

Air )nduction system

29pected )n: Euly, =$$7

9A"A+A R5

Hhat you will feel when you on Yamaha-s new 6& a

+uic% progress, not rapid, beneath 8$ mph in top,

however erst over the legal limit insignificant si9

ta%es off as if a scolded cat without so a lot of as a

down shift. 5rop to moment at this speed and you will

find yourself loo%ing at the s%y as everything

disappears behind you at an alarming rate and it will

be interesting to see what the si9 will do in the

+uarter mile.

ENGINE SPECIFICATIONS

5isplacement: #77cc

2ngine: stro%e, cylinder, "&valves, 5$34

/a9imum


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/a9imum *or+ue: .@ m ? ""$$$ rpm

Gears: & /anual

DIMENSIONS

1ength: =$$.$$ mm

Hidth: 8$#.$$ mm

3eight: ""$$.$$ mm

Height: "@#.$$ %g

Ground 4learance: "C$.$$ mm

Fuel *an%: "8.C$ liters

Hheelbase: "C@$.$$ mm

Hheel *ype: Alloys

29pected )n : Euly, =$$7

9A"A+A 7,A0.A(OR %5'

Yamaha-s "cc Gladiator will develop around "&.#

&$ sprints in less than #

seconds and it believed that Yamaha has already

sent the bi%e for homologation and will launch its mide9t Year. ;i%e was first displayed in last year’s Auto

29po.


5isplacement: "cc

2ngine: Aircooled, stro%e, !D34, =valve

/a9imum


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Hheelbase: "C$$.$$ mm

!.S APACH' R!R M'&AC' */$

"@$cc version of flagship product apache 6*6 will be

seen on road by mid =$$7. 4odenamed as the

menace, the new apache 6*6 "@$cc would come

with few cosmetic upgrades. ;ut what’s more e9citing

will be the new powerful "@$cc engine.

*K! announced earlier that it would introduce the A;! 'Antiloc% ;ra%ing !ystem( in its forthcoming powerful bi%es. 3owever the new

apache 6*6 "@$cc menace will not have A;! as it will push up the price. *he proposed

=$$cc version of apache 6*6 might come with A;!.


5isplacement: "@$cc

2ngine: !tro%e, 2Fi

/a9imum


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29pected )n: Euly, =$$7

H%&A CBR *$ R

After successfully accepted in /alaysian mar%et and

it may priced below one la%h.

*he 3onda 4;6"#$6 is powered by a "7.cc

stro%e carbureted single cylinder valve 5D34

engine with "".$:" compression and 45) ignition,

mated to a &speed wet clutch manual transmission.

)t produces "@.# ;hp at "$#$$ rpm and "C.# m of tor+ue at @#$$ rpm.

Main Fat+!, * Hnda CBR"07R:

5D3K valve "#$ cc watercooled engine with balancer shaft.

&speed return manual transmission.

Front and rear disc bra%es.

Iey slot cover for better protection against theft.

/onoshoc% rear shoc% absorber.

!econdary Air !upply !ystem '!A!!( which delivers e9tra air to the e9haust system for

cleaner emission.

4atalytic 4onverter.

H%&A "&!'RC'P!%R

*he hunger of )ndian sports bi%ers will be satisfied

with the 3onda )nterceptor @$$cc. 3onda KF6 @$$

)nterceptor is a !ports *ouring /otorcycle i.e. it is

meant for the highways with a rela9ed and

comfortable seating position, unli%e the !ports bi%es

that we currently see on the road. )t’s slee%,

aerodynamic bodywor% is functional yet beautiful and air flowing through the

windscreen’s 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.

62


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+ON0A CBR %$$$ RR

*he historyma%ing 4;67$$66 Fire blade

completely rewrote the boo% of !uper !port

motorcycle design with a remar%ably compact and

lightweight configuration based on a N1ess )s /ore’

concept that achieved a breathta%ing blast of liter

class performance from a 7$$cc inline engine

shoehorned into a highly advanced &$$ccclass

chassis.

*he 3onda 4;6"$$$66 Fire blade is a /oto G< race replica with many of its features

ta%en from 3onda-s topend racing bi%es. *he result is a highperformance trac% and

racing superbi%e that also ma%es for a perfect street bi%e.

)A(ASA)" &"&JA #$ R

/ade its debut on "7@& Iawasa%i ina after a

long wait will soon be in )ndia by =$$7. *he ina

=#$6 features a si9speed transmission that has

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 +uieter.

)ts mar%et price is ".C 1acs

65


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SUDU:. 7SG&R %$$$

!uBu%i G!M6 "$$$ offers something different when

compare to other bi%e in same segment amongst the

usual selling points of superb handling, class leading

performance it offers switchable 24J maps.

Hith switchable 24J 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 &$$cc and full power for the trac% and 3ayabusa owners.

H%&A CBR0$$RR

)nspired by the 3onda 64=""K /otoG< the

4;6&$$66 receives the O66O designation for Orace

replicaO because of its emphasis on racing

characteristics such as an advanced braced swing

arm, centerup e9haust system, and more aggressive

riding position.

Fat+!, O* Hnda CBR$77 RR:

"( 29citing new colors: 6ed;lac%,


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)A(ASA)" &"&JA Z1-*2

Iawasa%i ina ZM" is created to do everything

right. 6ight from the beginning. )ts aerodynamics

reminds users that Iawasa%i is indeed an aircraft

ma%er. *he Iawasa%i ina ZM" is based around

Iawasa%i motorcycles "C#=cc fourstro%e engine.

It is an adanced ersion of Gawasaki%s uni


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(9P2S O6 BU9.N7

B2+A-.OR

66


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(9P2S O6 BU9.N7 B2+A-.OR

$here are four types of consumer buying behaior based on the degree of buyer

inolement in the purchase and the degree of differences among brands.

+igh inolement ,ow inolement

Significant

0ifferences

Between brand

Comple( buying

Behaior

Variety seeking buying

behaior

6ew difference between

brand

8issonance reducing buying

behaior

@abitual buying behaior

/a1 CO"P,2G BU9.N7 B2+A-.OR

Consumers go through comple( buying behaior when they are inoled in a purchase

and aware of significant difference e(isting among brands. Consumers are highly

inoled ma purchase when it in e(pensie! risky and highly e(pressie.

/b1 0.SSONANC2 & R20UC.N7 BU9.N7 B2+A-.OR

'hen the consumers are highly inoled in a purchase but see little differences in the

brands. It is based on the fact that the purchase is e(pensie! infre


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Some buying situations are characteri+ed by low consumer inolement but significant

brand difference e.g. in purchasing cookies.


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63


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RESEARCH

METHODOLOGY

1=


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RESEARCH METHODOLOGY

7esearch "ethodology is a systematic way! which consists of series of actions or steps

necessary to effectiely carry out research and the desired se


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R2S2ARC+

02S.7N

12


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RESEARCH DESIGN

7esearch 8esign specifies the methods and procedures for conducting a particular study.

A 7esearch 8esign is the arrangement of conditions for collection and analysis of the data

in a manner that aims to combine releance to the research purpose with economy in procedure. 7esearch 8esign is broadly classified into three types as

• >(ploratory 7esearch 8esign

• 8escriptie 7esearch 8esign

• @ypothesis testing 7esearch 8esign

,n the basis of the objectie of study! the studies which are concerned with describing the

character tics of a particular indiidual! or of a group of indiidual under study comes

under 8escriptie 7esearch 8esign.

0escriptie Research 0esign0 In this research design the objectie of study is clearly

defined and has accurate method of measurement with a clear cut definition of population

which is to be studied.

Research problem

$wo steps are inoled in the research problem0

• Understanding the problem

• 7ephrasing the problem into meaningful terms from an analytical point of

iew.

$he training sessions are conducted in the beginning of training in order to

make us clear about the task proided and how to handle the different situations.

PR2PAR.N7 (+2 R2S2ARC+ 02S.7N

$he research design is deeloped to collect the releant information with minimum of

efforts! time and money.

• "ar?eting Research Objecties)

15


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$o undertake a prior market study before doing owns research.

$o make an analysis on the basis of the results.

• (ype of Study) 8escriptie.

• Research Area) ?ha+iabad # "eerut

• Source of .nformation) *rimary 8ata.

• 0ata Collection .nstrument) ;uestionnaires # *ersonal Interiew.

• Research Approach) Surey "ethod.

SA"P,.N7 02S.7N

A Sample 8esign is a definite plan for obtaining a sample from a gien population. It

refers to the techniS*,8>$ DCustomerE

SA"P,.N7 PROC20UR2

$he procedure to choose the respondents to obtain a representatie sample! a non)

probability sampling techni


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1/


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0A(A CO,,2C(.ON

16


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0A(A CO,,2C(.ON

$he data collection process is the predefined task that I hae to undergo. $he data

collection process starts right from the first day till the final day on the field. 8uring thewhole period a list of different retailers scattered around whole of the South 8elhi gets

isited on the regular basis. $he main task is to analy+e the market potential! study of the

market share of the company and analy+ing the competitor%s strategies.

$he surey process is not complete without consulting the 8istributor #

7etailers. $he distributors are the key nodes that make the chain moing effectiely. So

the response made by them is also an essential criterion to inoled and reaching for

certain decisions.

$here are seeral ways of collecting appropriate data that differ

considerably in the conte(t of money costs! time! and other resources at the disposal of

the researcher. $he tools used for data collection are as0

11


83/112

PR."AR9 0A(A

$he primary data are those data! which are collected afresh and for the first time. And

happen to be original in character. $he primary data to be collected for the study are)

• Huestionnaire I A set of


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• 7eports prepared by research scholars! uniersities! economists etc. In different

fields! and

• *ublic records and statistics! historical documents! and other sources of published

information. $he sources of unpublished data are manyJ they may be found indiaries! letters! unpublished biographies and autobiographies and also may be

aailable with scholars and research workers! trade associations! labor bureaus and

other publicKpriate indiiduals and organi+ations.

13


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ANA,9S.S O6 0A(A

,n the basis of the project carried out #


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(able I #


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92

'(%20%

13%)% 2%

TV A&sSa*+s"aN+ws,a,+- Ra&!$ O.#+-s


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Ta8/ 9

+A-2 9OU 2-2R C+AN720 9OUR BRAN0J

Response NO of

respondent

9es KL

No ##

(otal %$$

95


89/112

(able & M

.f someone ta?es adice from you for purchasing a B.:2! which brand

you would recommendJ

7esponse o. ,f

respondents

Same brand :=

,ther brand 5/

o say 2/

$otal ==

9:


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table I '

0o 9ou (hin? (hat 7uarantee And


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Ta8/ 9 $


92/112

ANALYSIS OF CUSTOMER SUR6ERY

4>C> C,&,- 9:

A?7I$I VI@A7 65

S@AS$7I A?A7 //

S@7A8@A*U7I /:

*A8AV A?A7 :9

?@AIABA8 # C7 CA$$. 1


93/112

99

A=ARENESS ABOUT YAMAHA IN >

$>

00>0;>

;

3">

DEFENCE COLONY ?AGRITI 6IHAR SHASTRI NAGAR

SHRADHAPURI PANDA6 NAGAR MEERUT CANTT#


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A72 7ROUP

.NCO"2 7ROUP /P2R ANNU" .N (+OUSAN01

(he bi?e Companies that comes in your mind*

93

"

5"-50

::>

5$-:7

"">

:"-:0

:3>

:$ A8v&

"7>

30-"77

"3>

"77-"50

03>

"50-"07

"">

"07-"30

"">

"30 a8v&

;>


95/112

(hings that you loo?ed while purchasing a bi?eJ

.n what terms do you li?e your current 9amaha bi?eJ

3=

$< 3"

30$@

:: :5

7

"7

57

:7

;7

07

$7

37


96/112

3


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$he iews and attitude of the customer is the most ital element assessing the oerall

effect and adertisement cast upon the target market and finally through word)of)mouth

results in the desired objectie of an adertisement being fulfilled i.e. purchase of the

product by the target customer.

$herefore! the more the company is heard of through its adertisement the more is the

recall)alue! which is the ultimate parameter to assess the effectieness.

$he respondents in the surey were ery en a

major share of the rural population were familiar with the name of the company and its

logo! as an increasing proportion of the rural and semi)rural population hae come to trustin the company%s product for their S and lowest number of users is for "',.

$o measure the effectieness of adertisements.! the response for the arious


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$his lead to the assessment of the effect and adertisement hae oer the customer and

finally achieement of the objectie of positie altering the purchase behaior. $his

shows that adertisements are attractie and impressing enough to hae generated the

feeling of buying the product and least once! in the minds of 16 of the respondents.

'hen en


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CONC,US.ON

$he conclusion drawn are totally dependent on the response of the respondents as they

hae been analy+ed

. According to our analysis in BIG>S nearly 5.2 of the respondents owned

-A"A@A BIG>Ss. Gawasaki seems not too far from -A"A@A! it has 25.6

share among respondents $VS # @onda hae = # 3.6 respectiely.

2. $o find out the most influencing medium! we consider many media. After analysis

we conclude that $.V. is the most influencing medium. $here are many other

sources e(cept $.V. which influence the consumer in making purchase decision.

,ther source may by through friends! own ision! family members etc.

5. $he introduction of a new brand! by itself do not lead the customer to change the

brand but it may

:. 'e include that 66 of the total respondents adice the other person to purchase

the same brand what they hae purchased.

3:


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/. Before this study we assumed that guarantee K warrantee play a ery important

role in making purchase decision but analy+e in the table no. / conclude 66 of

the total respondents were influenced by the guarantee K warrantee.

6. It concludes that distributors hae much influence on the consumer in making

purchase decision.

1. 7espondents of low income Dless than 7s. /===E are either satisfied or partially

satisfied with their brand after sales serices.

9. "ajor part of the respondents Dwhose income is less than l /===E belieed in the

guarantee K warrantee facility and purchased the BIG>Ss on such scheme.

3. $he respondents whose income are between 7s. /== # 7s. ==== purchase the

BIG>Ss at reasonable price or high price. Very few respondents purchase the

brand of low price.

3/


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SU772S(.ONS

@

R2CO""2N0A(.ON

36


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SU772S(.ONS @ R2CO""2N0A(.ON

$he suggestions made as per the study and obserations of the surey. $he scope of the

study is a howeer limited.

. 6ocus to be shifted towards major fraction of .ndian societyJ)$he company

should strie to engross itself deeper into the lies of the major fraction of the

Indian society. i.e. the rural and the semi)urban population.

2. Choose effectie "edia $.V. adertisement is the most influencing medium.

So the unpopular brand manufacturer should adopt this to adertisement in the

market. ,ther than $.V. medium! other media such as friends! family member

hae weighted influence in making purchase decision. So here word)of)mouth

communication plays a ery important role. So the marketer should try to present

message to the audience so that they can perceied as what they were adertising.

5. Proper Customer relationship 8uring the analysis we find that 55 of total

respondents adice to purchase other brand when they were asked to gie adised

in purchasing the BIG>Ss. So the marketers should persuade them to make

positie attitude. "arketers should contact directly

31


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:. Brand promotion If we see oerall analysis! guarantee and warrantee play

some important role in making purchase decision. "arketers of all brand should

proide such type promotion. $hey feel some fear about the e(istence before

purchasing the brand. $his type of fear can be abolished by such type promotional

facilities.

/. .dentify decision influencer 8istributor is the most important influencer in

making purchase decision! distributor should not e(aggerate about the brand.

6. Strong R@0 power Company should hae 7#8 department to search the new

deelopment in the feature!


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=. New Products >nsure that the company is innoatie and introduces new

products to meet new customers needs.

. Sound Communication "akes sure the sales staff shows better ability to

listen! understand and answer


105/112

*arts of the ehicle that hae been altered or modified or replaced in unauthori+ed

manner! and which in the sole judgment of I-" affects its performance and

reliability.

$he ehicle that has not been sericed by I-" authori+ed dealerK-amaha *oint as

per the serice schedule or which hae not been operated or maintained in

accordance with instruction mentioned in the *rotection *lus Booklet

$he ehicle used for a competition or race and Kor for attempting to setup any kind

of record.

Any natural wear and tear including without limitation ageing etc.

Insignificant defects! which do not affect the functioning of the motorcycle and itHs

road worthiness.

Any repair or replacement re


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APP2N0.C2S

=


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B.B,.O7RAP+9

• "arketing 7esearch DAuthor) ? C BeriE

D*ublish by $ata "c?raw @ill *ublishing Co. &$8.! ew 8elhiE

$hird >dition D2==2E

• "arketing "anagement DAuthor) 7ajan Se(anaE

D*ublish by $ata "c?raw @ill *ublishing Co. &$8! ew 8elhiE

Second >dition D2==E

• "arketing "anagement DAuthor) 7 S Se(anaE

D*ublish by @imalaya *ublication! ew 8elhiE

inth >dition D2===E

• "arketing "anagement DAuthor) *hilip GotlerE

D*ublish by *ren $ice)hall of India *V$. &$8.! ew 8elhiE

inth >dition D2==2E

• 7esearch "ethodology DAuthor) BhandraiE

*rint 2==:! second edition


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HU2S(.ONNA.R2

=5


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HU2S(.ONNA.R2

. 'hich brand of BIG>Ss do you hae

DiE BAA X Y

DiiE @onda X Y

DiiiE Gawasaki X Y

DiE $VS X Y

DE -A"A@A X Y

2. 'hich factor influence you most in making BIG>Ss purchase decision

DiE $V adertisement X Y

DiiE Salesman X Y

DiiiE ewspaper X Y

DiE 7adio X Y

DE ,ther X Y

5. @ae you eer changed you brand

=:


110/112

DiE -es X Y

DiiE o X Y

:. If someone takes adises from you purchasing a BIG>Ss! which brand you would

recommend

DiE Same brand that you hae purchased X Y

DiiE ,ther brand that you hae not purchased X Y

DiiiE o comment X Y

/. 8o you think that guarantee and warrantee play some role in purchasing you brand

DiE -es X Y

DiiE o X Y

6. 'hat is your profession

DiE Student X Y

Dii 8octor X Y

=/


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Diii Businessman X Y

DiE Sericeman X Y

DE ,thers X Y

1. 'hich Company bike would you like to buy

DiE $VS X Y

DiiE ,thers X Y

DiiiE -amaha X Y

DiE Bajaj X Y

9. 'hat is your age

DiE 9)2= X Y

DiiE 2)2/ X Y

DiiiE 26)5= X Y

DiE 5)5/ X Y

DE 56 and aboe X Y

3. In which range of income per month you lie

=6


112/112

DiE Below 7s. /=== X Y

DiiE Between 7s. /== and 7s. =!=== X Y

DiiiE Between 7s. =!== and 7s. 2=!=== X Y

DiE Aboe 7s. 2=!=== X Y

=. In what terms do you like your -amaha bike

DiE &ooks X Y

DiiE 4uel economy X Y

DiiiE &ow maintenance X Y

DiE 7eliability X Y

D E * i X Y

Documents

CONSUMER BUYING BEHAVIUOR OF YAMAHA BIKE (2).doc