Customer Satisfaction - YAMAHA MOTORS

7/28/2019 Customer Satisfaction - YAMAHA MOTORS

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CUSTOMER SATISFACTION:

Customer satisfaction, a business term, is a measure of how products and

services supplied by a company meet or surpass customer expectation. It is

seen as a key performance indicator within business and is part of the four

perspectives of a Balanced Scorecard.

In a competitive marketplace where businesses compete for customers,

customer satisfaction is seen as a key differentiator and increasingly has

become a key element of business strategy.

According to Harold E Edmondson Customer Satisfaction seems to

appear in print more frequently than any other catch phrase used to describe

a new found magic for industrial success. Before we proceed in to the study

of the dynamics of Customer Satisfaction it is important to know about, who

a customer is and what satisfaction really means.

Customer satisfaction is a concept that more and more companies are putting

at the heart of their strategy, but for this to be successful theyre needs to be

clarity about, what customer satisfaction means and what needs to happen to

drive improvement.


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NEED OF THE STUDY:

Most marketers see the goal of marketing as those of maximizing not

consumption but customer satisfaction every company exist because they

produce goods or services as required by the customer. So it is very

important that these which the company produces should satisfy the needs of

customers.


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OBJECTIVES OF THE STUDY:

To Know the Customer satisfaction Towards Yamaha.

To study about the various factors influencing the customers. To know the awareness of the 2- wheeled vehicle. To find the opinions and suggestions of the customer of Yamaha.


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SCOPE OF THE STUDY:

The study will allow knowing the opinions, views, perceptions,attitudes, suggestions of the customers for the Yamaha motor

Brand.

From the company point of view it gets the feedback andsuggestions from the customers and thus can implement

different sales and promotion activities.

From the student point of view it helps me to understand howmany are aware of the brand and to know about the industry.


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LIMITATION OF THE STUDY:

However I have tried my best in collecting the relevant information yet there

are always present some limitations under which researcher has to work.

Here following are some limitations under which I had to work to as shown

below:

1. L imi ted time: There was limited time in which this project has to

be completed. Therefore it was a major limitation of the study.

2. L imi ted Area : The area covered in this project was only

Nalgonda

3. Few interaction: There was little interaction with the people as we

were only limited within area.

4 Communication Problem : The accurate decision cannot be taken

by the information collected; people were relucate while giving their

personal information

6 Dynamic nature of the environment, what is true and relevant today

may not be true and relevant tomorrow.


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RESEARCH METHODOLOGY:

Research methodology describes how the research study was

undertaken. This includes the specifications of source of data, research

design, and method of data collection, the sampling method and the tools

used.

SAMPLE DESIGN:

Geographical area:

The study is conducted in Nalgonda.

Duration of project:

The duration of project work is about 45 days

Population:

Population for this research is set of customers those who are using

with Bsnl in Nalgonda.

Sample units:

The sampling units used by the researcher for this research, are those

who are using with Bsnl.


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Sample size:

The number of samples collected by the researcher is 100 customers.

Sampling procedure / Sampling method:

The sampling method used for this study is convenience sampling,

which is selected according to the easy and convenience of the researcher.

SOURCE OF DATA

Primary data:

The researcher collected both by direct survey from the dealers

through questionnaire. The researcher used structured questionnaire.

Secondary data:

Here the researcher collected secondary data from the company

profile, industry profile and official web sites.


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RESEARCH INSTRUMENT:

Research instrument used for data collecting is questionnaire and

interview schedule.

Questionnaire

The questionnaire is prepared in a well-structured and non disguised

form so that it is easily understandable and answerable by everyone. The

type of questions include in the questionnaire are open-ended questions,

multiple choice questions and dichotomous questions.

Interview Schedule

The interview method of collecting data involves presentation of oral-verbal

stimuli and reply in terms of oral-verbal responses. Then the responses are

filled up in the questionnaire, for further analysis.


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FRAME WORK OF ANALYSIS:-

STASTICAL TOOLS USED FOR ANALYSIS:

The researcher carries out analysis through various statistical tools.

The statistical analysis is useful for drawing inference from the collected

information.

Simple percentage analysis Bar diagrams Pie charts


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INDUSTRY PROFILE:

AUTOMOBILE INDUSTRY:

In India there are 100 people per vehicle, while this figure is 82 in china. It

is expected that Indian automobile industry will achieve mass motorization

status by 2014.

Industry Overview:

Since the first car rolled out on the streets of Mumbai (then Bombay) in

1898, the automobile industry of India has come a long way. During its early

stages the auto industry was overlooked by the then Government and the

policies were also not favourable.The liberalization policy and various tax

reliefs by the Govt.of India in recent years has made remarkable impacts on

Indian Automobile industry. Indian auto industry, which is currently

growing at the pace of around 18% per annum, has become a hot destination

for global auto players like Volvo general motors and ford. A well

developed transportation system plays a key role in the development of an

economy, and India is no exception to it. With the growth of transportation

system the automotive industry of India is also growing at rapid speed,

occupying an important place on the canvas of Indian economy.


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Today, Indian automotive industry is fully capable of producing various

kinds o vehicles and can be divided into 03 broad categories. Cars, two -

wheelers and heavy vehicles.

SNIPPETS

The first automobile in India rolled in 1897 in Bombay India is being recognized as potential emerging auto market Foreign players are adding to their investments in Indian auto industry Within two-wheelers, motorcycles contribute 80% of the segment size Unlike the USA, the Indian passenger vehicle market is dominated by

cars (79%)

Tata motors dominates over 60% of the Indian commercial vehiclemarket

2/3rd of auto component production is consumed directly by OEMs. India is the largest three-wheeler market in the world. India is the largest two-wheeler manufacturer in the world. India is the second largest tractor manufacturer in the world.


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The number one global motorcycle manufacturer is in India India is the fourth largest car market in Asia-recently crossed the 1

million mark.

TWO WHEELERSEvery possession is a statement. So are the two wheelers. In fact, two

wheelers are more than that. A good-looking two-wheelers or motorbike

would not only help you to impress others, but can go a long way in making

your life convenient. Once you possess two-wheelers, unknowingly, it

would become a part of your life. From helping you to reach the market or

the work place to making a sojourn at weekends to a neighboring place with

likeminded friends, your two-wheeler is always multi tasking for you. Two

wheeler manufacturers are well aware of their rising demand and hence, are

teaming up the market with new products every day. Manufacturers are

targeting low income sections also with some cheap motorbikes as they are

increasingly becoming the potential consumers, market with new products

every day. Manufacturers are targeting low income sections also with some

cheap motorbikes as they are increasingly becoming the potential

consumers.


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THE TWO WHEELER COMPANIES

1.BAJAJ

2.HERO HONDA

3.TVS

4.SUZUKI

5.YAMAHA

6.KINETIC

7.ROYAL ENFIELD

8.HONDA

9.MAHINDRA


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Indian Two-Wheeler Industry: A Perspective

Automobile is one of the largest industries in global market. Being the leader

in product and process technologies in the manufacturing sector, it has been

recognised as one of the drivers of economic growth. During the last decade,

well-directed efforts have been made to provide a new look to the

automobile policy for realising the sector's full potential for the economy.

Steps like abolition of licensing, removal of quantitative restrictions and

initiatives to bring the policy framework in consonance with WTO

requirements have set the industry in a progressive track. Removal of the

restrictive environment has helped restructuring, and enabled industry to

absorb new technologies, aligning itself with the global development and

also to realise its potential in the country. The liberalisation policies have led

to continuous increase in competition which has ultimately resulted in

modernisation in line with the global standards as well as in substantial cut

in prices. Aggressive marketing by the auto finance companies have also

played a significant role in boosting automobile demand, especially from the

population in the middle income group.


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Evolution of Two-wheeler Industry in India

Two-wheeler segment is one of the most important components of the

automobile sector that has undergone significant changes due to shift in

policy environment. The two-wheeler industry has been in existence in the

country since 1955. It consists of three segments viz. scooters, motorcycles

and mopeds. According to the figures published by SIAM, the share of two-

wheelers in automobile sector in terms of units sold was about 80 per cent

during 2003-04. This high figure itself is suggestive of the importance of

the sector. In the initial years, entry of firms, capacity expansion, choice of

products including capacity mix and technology, all critical areas of

functioning of an industry, were effectively controlled by the State

machinery. The lapses in the system had invited fresh policy options that

came into being in late sixties. Amongst these policies, Monopolies and

Restrictive Trade Practices (MRTP) and Foreign Exchange Regulation Act

(FERA) were aimed at regulating monopoly and foreign investment

respectively. This controlling mechanism over the industry resulted in: (a)

several firms operating below minimum scale of efficiency; (b) under-

utilisation of capacity; and (c) usage of outdated technology. Recognition of

the damaging effects of licensing and fettering policies led to initiation of

reforms, which ultimately took a more prominent shape with the


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introduction of the New Economic Policy (NEP) in 1985.

However, the major set of reforms was launched in the year 1991 in

response to the major macroeconomic crisis faced by the economy. The

industrial policies shifted from a regime of regulation and tight control to a

more liberalised and competitive era. Two major results of policy changes

during these years in two-wheeler industry were that the, weaker players

died out giving way to the new entrants and superior products and a sizeable

increase in number of brands entered the market that compelled the firms to

compete on the basis of product attributes. Finally, the two-wheeler

industry in the country has been able to witness a proliferation of brands

with introduction of new technology as well as increase in number of

players. However, with various policy measures undertaken in order to

increase the competition, though the degree of concentration has been

lessened over time, deregulation of the industry has not really resulted in

higher level of competition.

A Growth Perspective

The composition of the two-wheeler industry has witnessed sea changes in

the post-reform period. In 1991, the share of scooters was about 50 per cent

of the total 2-wheeler demand in the Indian market. Motorcycle and moped

had been experiencing almost equal level of shares in the total number of


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two-wheelers. In 2003-04, the share of motorcycles increased to 78 per cent

of the total two-wheelers while the shares of scooters and mopeds declined

to the level of 16 and 6 per cent respectively.

National Council of Applied Economic Research (NCAER) had forecast

two-wheeler demand during the period 2002-03 through 2011-12. The

forecasts had been made using econometric technique along with inputs

obtained from a primary survey conducted at 14 prime cities in the country.

Estimations were based on Panel Regression, which takes into account both

time series and cross section variation in data. A panel data of 16 major

states over a period of 5 years ending 1999 was used for the estimation of

parameters. The models considered a large number of macro-economic,

demographic and socio-economic variables to arrive at the best estimations

for different two-wheeler segments. The projections have been made at all

India and regional levels. Different scenarios have been presented based on

different assumptions regarding the demand drivers of the two-wheeler

industry. The most likely scenario assumed annual growth rate of Gross

Domestic Product (GDP) to be 5.5 per cent during 2002-03 and was

anticipated to increase gradually to 6.5 per cent during 2011-12. The all-

India and region-wise projected growth trends for the motorcycles and

scooters are presented. The demand for mopeds is not presented in this


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analysis due to its already shrinking status compared to' motorcycles and

scooters.

It is important to remember that the above-mentioned forecast presents a

long-term growth for a period of 10 years. The high growth rate in

motorcycle segment at present will stabilise after a certain point beyond

which a condition of equilibrium will set the growth path. Another important

thing to keep in mind while interpreting these growth rates is that the

forecast could consider the trend till 1999 and the model could not capture

the recent developments that have taken place in last few years. However,

this will not alter the regional distribution to a significant extent.

Table 1 suggests two important dimensions for the two-wheeler industry.

The region-wise numbers of motorcycle and scooter suggest the future

market for these segments. At the all India level, the demand for

motorcycles will be almost 10 times of that of the scooters. The same in the

western region will be almost 20 times. It is also evident from the table that

motorcycle will find its major market in the western region of the country,

which will account for more than 40 per cent of its total demand. The south

and the north-central region will follow this. The demand for scooters will

be the maximum in the northern region, which will account for more than 50

per cent of the demand for scooters in 2011-12.


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The present economic situation of the country makes the scenario brighter

for short-term demand. Real GDP growth was at a high level of 7.4 per cent

during the first quarter of 2004. Both industry and the service sectors have

shown high growth during this period at the rates of 8.0 and 9.5 per cent

respectively. However, poor rainfall last year will pull down the GDP

growth to some extent. Taking into account all these factors along with other

leading indicators including government spending, foreign investment,

inflation and export growth, NCAER has projected an average growth of

GDP at 6.7 per cent during the tenth five-year plan. Its mid-term forecast

suggests an expected growth of 7.4 per cent in GDP during 2004-05 to 2008-

09. Very recently, IMF has portrayed a sustained global recovery in World

Economic Outlook. A significant shift has also been observed in Indian

households from the lower income group to the middle income group in

recent years. The finance companies are also more aggressive in their

marketing compared to previous years. Combining all these factors, one

may visualise a higher growth rate in two-wheeler demand than

presented in Table 1, particularly for the motorcycle segment.


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There is a large untapped market in semi-urban and rural areas of the

country. Any strategic planning for the two-wheeler industry needs to

identify these markets with the help of available statistical techniques.

Potential markets can be identified as well as prioritised using these

techniques with the help of secondary data on socio-economic parameters.

For the two-wheeler industry, it is also important to identify the target

groups for various categories of motorcycles and scooters. With the formal

introduction of secondhand car market by the reputed car manufacturers and

easy loan availability for new as well as used cars, the two-wheeler industry

needs to upgrade its market information system to capture the new market

and to maintain its already existing markets. Availability of easy credit for

two-wheelers in rural and smaller urban areas also requires more focussed

attention. It is also imperative to initiate measures to make the presence of

Indian two-wheeler industry felt in the global market. Adequate incentives

for promoting exports and setting up of institutional mechanism such as

Automobile Export Promotion Council would be of great help for further

surge in demand for the Indian two-wheeler industry.

DemandDrivers

The demand for two-wheelers has been influenced by a number of factors


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over the past five years. The key demand drivers for the growth of the two-

wheeler industry are as follows:

Inadequate public transportation system, especially in the semi-urban and

rural areas;

Increased availability of cheap consumer financing in the past 3-4 years;

Increasing availability of fuel-efficient and low-maintenance models;

Increasing urbanisation, which creates a need for personal transportation;

Changes in the demographic profile;

Steady increase in per capita income over the past five years; and

Increasing number of models with different features to satisfy diverse

consumer needs.

While the demand drivers listed here operate at the broad level, segmental

demand is influenced by segment-specific factors.

Some Facts

India is the second largest producer of two wheelers Two wheeler segment contributes the largest volume amongst all the

segments in automobile industry

The industry is growing at 30% annually. The sales of two wheelers in the period 2006 - 07 were 7,857,548,

which was a growth of 11.41 %.


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Segment & Brands of Yamaha

Yamaha Albaz Yamaha Crux Yamaha Gladiator Yamaha Libero G5 Yamaha MT 01 Yamaha YZF R1

Company Flashback

Yamaha Motor Company, founded as a motorcycle manufacturer on July 1,

1955, has worked. Since beginning to build products that stand out for their

quality wherever they are sold. Over the years, the company has diversified

into a number of areas of business. In the year 1960, they began

manufacturing powerboats and outboard motors. Subsequently, they have

made their proprietary engines and fiberglass-reinforced plastic (FRP)

technologies. Today, the company has extended their products from land to

sea and even into the skies, with manufacturing and business operations that

include motorcycles, AS electro-hybrid bikes, marine and power products to

automotive engines, intelligent machinery and even unmanned helicopters.


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Yamaha Motor India (YMI) was incorporated in India in August 2001 as a

100% subsidiary of Yamaha Corporation (Japan), the parent company. But it

operated in India as technology provider for almost two decades before

incorporation.The Companys manufacturing facilities in India comprises of

2 state-of-the art plants, One at Faridabad (Haryana) and the other Surajpur

(Uttar Prades).Presently 10 models roll out of the two Yamaha Plants.

COMPANY PROFILE

About India 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 becoming a 100%

subsidiary of Yamaha Motor Co., Ltd, Japan (YMC). In 2008, Mitsui & Co.,

Ltd. entered into an agreement with YMC to become a joint-investor in the

motorcycle manufacturing company "India Yamaha Motor Private Limited

(IYM)".

IYM operates from its state-of-the-art manufacturing units at Surajpur in

Uttar Pradesh and Faridabad in Haryana and produces motorcycles for both


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domestic and export markets. With a strong workforce of more than 2,000

employees, IYM is highly customer-driven and has a countrywide network

of over 400 dealers. Presently, its product portfolio includes VMAX

(1,679cc), MT01 (1,670cc), YZF-R1 (998cc), FZ1(998cc), YZF-R15

(150cc), Fazer (153cc), FZ-S (153cc), FZ16 (153cc), SZ-R(153cc), SZ &

SZ-X (153cc), SS125 (123cc), YBR 125 (123cc), YBR 110 (106cc) and

Crux (106cc).

VISION

To establish YAMAHA as the "exclusive & trusted brand" of customers by

"creating Kando" (touching their hearts) - the first time and every time with

world class products &services delivered by people having "passion for

customers".

MISSION

We are committed to:

Be the Exclusive & Trusted Brand renowned for marketing and

manufacturing of YAMAHA products, focusing on serving our customer

where we can build long term relationships by raising their lifestyle through


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performance excellence, proactive design & innovative technology. Our

innovative solutions will always exceed the changing needs of our customers

and provide value added vehicles. Build the Winning Team with capabilities

for success, thriving in a climate for action and delivering results. Our

employees are the most valuable assets and we intend to develop them to

achieve international level of professionalism with progressive career

development. As a good corporate citizen, we will conduct our business

ethically and socially in a responsible manner with concerns for the

environment.

Grow through continuously innovating our business processes for creating

value and knowledge across our customers thereby earning the loyalty of our

partners & increasing our stakeholder value.

CORE COMPETENCIES

Customer #1

We put customers first in everything we do. We take decisions keeping the

customer in mind.


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Challenging Spirit

We strive for excellence in everything we do and in the quality of goods &

services we provide. We work hard to achieve what we commit & achieve

results faster than our competitors and we never give up.

Team-work

We work cohesively with our colleagues as a multi-cultural team built on

trust, respect,understanding & mutual co-operation. Everyone's contribution

is equally important for our success.

Frank & Fair Organization

We are honest, sincere, open minded, fair & transparent in our dealings. We

actively listen to others and participate in healthy & frank discussions to

achieve the organization's goals.

CORPORATE PHILOSOPHY.

For society, for the world

Yamaha works to realize our corporate mission ofcreating Kando

Yamaha Motor is a company that has worked ever since its founding to build

products defined by the concepts of high-quality and high-performance

and light weight andcompactness as we have continued to develop new


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technologies in the areas of small engine technology and FRP processing

technology as well as control and component technologies.

It can also be said that our corporate history has taken a path where people

are the fundamental element and our product creation and other corporate

activities have always been aimed at touching peoples hearts. Our goal has

always been to provide products that empower each and every customer and

make their lives more fulfilling by offering greater speed, greater mobility

and greater potential.

Said in another way, our aim is to bring people greater joy, happiness and

create Kando*in their lives. As a company that makes the world its field and

offers products for the land, the water, the snowfields and the sky, Yamaha

Motor strives to be a company that offers new excitement and a more

fulfilling life for people all over the world and to use our ingenuity and

passion to realize peoples dreams and always be the ones they look to for

the next Kando.


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SWOT ANALYSIS

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


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SWOT ANALYSIS FOR INDIA YAMAHA MOTORS

Strength

company.

nnel.

Weaknesses

aggressive

selling.

Opportunities

Caribbean

& Central America.

market

(include

women).

Threats

the

market

finance


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Then, in January of 1955 the Hamakita Factory of Nippon Gakki was built

and production began on the YA-1. With confidence in the new direction

that Genichi was taking, Yamaha Motor Co. Ltd. was founded on July 1,

1955. Staffed by 274 enthusiastic employees, the new motorcycle

manufacturer built about 200 units per month.

Genichi Kawakami's history with Yamaha was long and rich. He saw the

new corporate headquarters in Cypress, California and the 25th Anniversary

of Yamaha becomes a reality in 1980. He also watched bike #20 million roll

off the assembly line in 1982. Genichi passed away on May 25, 2002 yet his

vision lives on through the people and products of Yamaha, throughout the

world.


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Founded

Founded July 1, 1955

Capital 48,302 million yen (as of March 31, 2008)

President Takashi Kajikawa

Employees

(Consolidated)

46,850 (as of December 31, 2007)

Parent: 9,019 (as of December 31, 2007)

Sales (Consolidated) 1,756,707 million yen

(from January 1, 2007 to December 31, 2007)

Parent: 799,209 million yen

(from January 1, 2007 to December 31, 2007)

Sales Profile Sales (%) by product category (consolidated)


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Sales (%) by region (consolidated)

Major Products &

Services

Manufacture and sale 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, gol

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


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management of leisure, recreational facilities

and related services.

Headquarters 2500 Shingai, Iwata-shi, Shizuoka-ken, Japan

Won Novice 250 and 350cc classes of 1stAll Japan Road Race Championship

Motorcycle development operationstransferred from Yamaha Technological Research Institute to YMCheadquarters

Full export operations transferred fromNippon Gakki to YMC

Yamaha-built Toyota 2000GT sets worldrecords in 3 speed trials categories andinternational records in 13 categories

First Yamaha racing kart model "RC100"released

First Yamaha industrial robot model, an "arc welding robot" released First Yamaha marine diesel "MD35" released


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First Yamaha-made surface mounter "21 Series" released

Corporate Mission; We Create Kando -Touching People's Hearts and long termmanagement vision announced

Takashi Kajikawa appointed as sixth YMC president New medium-term management plan "NEXT 50 - Phase II" announced Yamaha captures MotoGP triple crown by winning the rider, team and

manufacturer titles

Motorcycle manufacturing factory Yamaha Motor Manufacturing WestJava (YMMWJ) founded in Indonesia

Mass production of Astaxanthin as a supplement begun at factory inFukuroi, Shizuoka

Global Parts Center established in Fukuroi city, Japan and fulloperations begun

Compliance Promotion Committee establish


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PRODUCTS:

The growing world of Yamaha products, for the water, for the land, in town and

into the future

Land

Motorcycles

Sports bikes, Trail bikes, Road racers, Moto crossers, etc.

Commuter Vehicles

Scooters, Business-use bikes

Recreational Vehicles

All-terrain vehicles, Side by side vehicles, Snowmobiles

Electro-Hybrid Vehicles

Electro-hybrid bicycles


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Water

Boats

Powerboats, Sailboats, Utility boats, Custom boats

Marine Engines

Outboard motors, Electric marine motors, Marine diesel engines, Sterndrives

Water Vehicles

Personal watercraft, jet boats

Power Products

Power Products

Golf cars, Land cars, Generators, Multipurpose engines, Water pumps, Snowthrowers, etc.

Industrial Products


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Automobile Engines

Automobile engines

Aeronautics

Industrial-use unmanned helicopters

Intelligent Machinery

Surface mounters, Compact industrial robots, etc.

Aqua Environment

Alkaline ion water converters, Water purifiers, Filtration equipment, etc.OES truss fishery reefs, Oil-water separation equipment

Wheelchairs

Auxiliary electric power units for wheelchairs, Electric wheelchairs, etc.


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CUSTOMER SATISFACTION:

Customer satisfaction, a business term, is a measure of how products and services

supplied by a company meet or surpass customer expectation. It is seen as a key

performance indicator within business and is part of the four perspectives of a

Balanced Scorecard.

In a competitive marketplace where businesses compete for customers, customer

satisfaction is seen as a key differentiator and increasingly has become a key

element of business strategy.

According to Harold E Edmondson Customer Satisfaction seems to appear in

print more frequently than any other catch phrase used to describe a new found

magic for industrial success. Before we proceed in to the study of the dynamics of

Customer Satisfaction it is important to know about, who a customer is and what

satisfaction really means.

Customer satisfaction is a concept that more and more companies are putting at the

heart of their strategy, but for this to be successful theyre needs to be clarity about,

what customer satisfaction means and what needs to happen to drive improvement.

Without this, there is a risk that customer satisfaction becomes little more than a

good intention, with confused objectives failing to address the real issues for

customers, one helpful way to look at the problem is to rephrase the objectives: set

the sights on helping the customers meet their goals.


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CUSTOMER SATISFACTION

Many organizations have not got a clue about the customers perceive the

goods and services they supply. Customers attitude to be that so long as

people buy their products then the products must be accepted.

Firstly, customer may buy a given product of services simply because there

is no other option and they would prefer to purchase what you are offering

them to go out altogether.

Secondly, the fact that a product or services may be accepted does not mean

that it will continue to sell. Competitors may see opportunities, customer

expectations may change customer tastes may move on. If standards dont

rise and service evolve and then download sales will appear.

A worse situation arises when the organizations havent got a clue of the

customers perceptions but think they have. Another situation is when the

organization dont have clue of their customers perception and dont care

either the org may believe that it is in a monopoly situation and its customers

cant go else where. Sometimes organizations believe that it know best what

customer should want and therefore supply them with a centrally designed

product.


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If resultant product or service has defects, then it is perceived to be a

problem for the customer. Some orgs solicit customer feed back or it way

whether they like it or not and then do nothing about it.

Finally we come to the point where we realize how important customer feed

back is in the case of organizations, which helps the orgs to determine how

efficiently it is solving the customer and determine customer satisfaction.

This feed back answers the following questions to find out.

Who are your customers?

Where are they likely to be your customer?

What does your customer want?

How does your customer fell?

What does your customer think?

How can you make your customer feel valued?

What sort of initiatives would your customers appreciate?

What can you do keep your customers?

How can you give yourself a competitive advantage so as far as your

customers are concerned?

Now that we have spoken of customer satisfaction, let us define what it is:


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According to Kotler Customer satisfaction is the level of a person felt state

resulting from comparing a products perceived performance in relation to

the persons expectations.

Thus satisfaction levels are a function of the deference between the

perceived performance and expectation. A customer one of the three board

levels of satisfaction as follows.

If performance fails short of expectations customer if dissatisfied

If performance matches expectations/customer is satisfied.

If performance is grater then expectations customer is highly satisfied

Pleased or delighted.

Expectations of a buyer are formed on any of the following ways.

Buyer past experience.

Statements by friends

Associates

Marketer

Promise

Companies seeking to win in todays markets track their customers

Expectations, perceived company performance and customer satisfaction.

They must monitor the aspects of their competitors as well.


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They key to customer retention is customer satisfaction a satisfied customer

is one who:

Buy more and stays loyal, longer.

Buys additional products as the company introduces and upgrades products

Pays less attention to competing brands and advertisement

Fewer prices sensitive

Offers products or services, ideas to company

Costs less to serve the customers so transactions are routed

Thus a company would be wise to regularly measure customer satisfaction

company should enquiry from its recent buyers and determine how many are

Highly satisfied

Somewhat satisfied

Indifferent

Somewhat dissatisfied

Highly dissatisfied

It should find out the major factors in customer satisfaction and

dissatisfaction and use this information to improve its performance.

A customer oriented would track its customer satisfaction level each period

and set improvement goals for customer oriented company. Customer

satisfaction is both a goal as well as marketing tool. Companies that achieve


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high customer satisfaction rating make sure that their target markets know it;

Companies can maximize customer satisfaction in the following manner:

By lowering price or increasing its service (this may result in lower

profile).The Company might be able to increase in profitability in other

ways, such as improving manufacturer or inverting more in research and

development.

The company as many stock holders including employees, dealers and stock

holders.

Spending more to increase customer satisfaction would direct funds from

increasing satisfaction of their partners.

Ultimately, the company must operate on the philosophy that it trying to

deliver a high level of customer satisfaction. Subject to delivering at least

acceptable levels of satisfaction to the other stockholders with in the

constrains of its total resources. Here we see that an org has to look n the

above aspects before it really sets on the mission of maximizing customer

satisfaction.

Customer satisfaction is the extent to which a product perceived

performance marches buyers .Customer satisfaction with a purchase

depends on how well products performance lives up to the expectation. It is


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the key influence on future buying behavior. Satisfied customers often

switch expectations; the customers are highly satisfied or delighted.

Smart companies aim to delight customers by promising only what

they can deliver, then delivering more than they promise. Highly satisfied

customers produce several benefits for the company. Satisfied customers are

fewer prices sensitive. They talk favorably to others about the company and

its products and remain loyal for a longer period. However, the relationship

between customer satisfaction and loyalty varies greatly across industries

and competitive situations.

The interaction between expectation and actual product performance

produces satisfaction or dissatisfaction. Many marketers go beyond merely

meeting the expectations for customers they aim to delight the customers. A

dissatisfied customer responds differently. Whereas on average a satisfied

customer tells 3 people about the good product experience, a dissatisfied

customer gripes to 11 people. Therefore a company would be wise to

measure customer satisfaction regularly.


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NEED AND GOAL FOR CUSTOMER SATISFACTION:

Most marketers see the goal of marketing as those of maximizing not

consumption but customer satisfaction every company exist because they

produce goods or services as required by the customer. So it is very

important that these which the company produces should satisfy the needs of

customers.

FACTORS AFFECTING CUSTOMER SATISFACTION:

Sales support

Service support

Invoicing and toner supply

The principle objective of the study is to examine the improvement in

customer satisfaction.

To examine and analyses the reason for customer dissatisfaction if any and

other suggestions for improvement. To analyze the competitors services and

their degree of command in the market.


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WHY CUSTOMER SATISFACTION:

Traditionally it was thought that keeping customers happy be achieved by

producing high quality products, where quality was defined by the company

internal standards.

However, it is now recognized that a companys competitiveness is jointly

determined by its external quality which is the customers own judgment of

the products and services of a company and internal quality

There is considerable evidence that satisfied customers are with positive

perceptions are loyal customers. That is they buy more, more often and are

willing to any pay more higher prices. Also to the extent that customers view

the companys performance as being high quality. They may also

recommend it to others. On the other hand, dissatisfied customers are a

powerful source of negative word of mouth.

Thus customer perceived quality an important determined of market share

for a company. Thus measuring and improving customers quality

perceptions held achieved the companys objectives of increased

profitability and market share.

It is essential to understand the dynamics of our relationship with our

customers or achieve or maintain our long term business success.


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The company must therefore have reliable measure of customer satisfaction

and manage customer expectations. Companies worldwide have used

customer satisfaction measurement as a strategic and tactical tool for

bringing out change in customer perceptions improvement in a day service

delivery to great financial advantage.

To maximize our business and maintain and lead over our competitors, we

must have a committed customer base that will back that commitment with

loyalty (both in buying in our service centers).

This is what survey attempts at achieving.

THE FOUR FUNDAMENTALS OF CUSTOMER SATISFACTION:

A) VARIABLES RELATED TO THE PRODUCTS / SERVICE

ITSELF:

What you actually do for customer is going to be the key determines of

customer perception. In this case we see that the design of the products

/service is most important. The design of product / service affects customer

satisfaction in two ways.

The design sends a message to he customer about the orgs basic values

especially concerning the trade offs between cost and customer. Little is

more damaging to customer satisfaction than users perceiving that costs

savings have been made expenses.


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Design can enhance or resist the orgs ability to keep customer happy during

and often the sales. A strong successful design increase confidence of front

staff, which a poor design makes them defensive, bad design places

constraints on distribution channel choice, it can also to the cost and

difficulty in providing after sales support services.

B) VARIABLES RELATED TO SALES AND PROMOTION:

Three factors affect customer satisfaction area.

MESSAGE: That helps to share customer ideas about the product or service

benefits before they have experienced them in use.

INTERMEDIARIES: Employee of the org to act on its behalf Ex:

Brokers.

ATTITIDUES: Every one in the frontline roles.

Ex: Receptionist etc. like.

Courtesy and helpfulness

Level of technical knowledge

Are they interested in the needs of the customer or merely selling?

C) VARIABLES RELATED TO AFTER SALES:

This significant aspect with regard to after sales

Support services covering traditional after sales activity such as warranties,

user training etc.


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Feedback and restitutionthe way org handle complaints etc.

D) VARIABLES RELATED TO ORGANIZATION CULTURE:

This depends on the org if it behaves in maximizing customer satisfaction

here by paying services to it. One of the must be careful to distinguish

between formal and informal aspects of separate culture in this regard.

Formal values will be only meaningful if they supported by the right

informal culture and these develop over time.

Extent and manner of service management involvement

Degree to wish senior management practice leadership

Consistency with which customer care policies are implemented

Commitment of middle management

Existence of reward system

It is usually these informal values that determine that the true measure of

orgs intention towards its customer.

METHDODS OF TRACKING AND MEASURING CUSTOMER

SATISFACTION:

COMPLAINTS SUGGESTIONS SYSTEM: A customer centered org

would male it easy for its customers to deliver suggestions and complaints

e.g. installing suggestion boxes, questionnaire.


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CUSTOMER SATISFACTION SURVEY: A Company must not

conclude that it can get a full picture of customer suggestions system.

Responsive companies obtain direct measure of customer satisfaction by

conducting periodic surveys. They send questionnaire or make telephone

calls to find out how they feel about the rating aspects of the companys

performances. They will also solicit buyer view on competitors

performance.

GHOST SHOPPING:

Another way to measure customer satisfaction is to hire persons to pose as

potential buyers to report their findings okay strong and weak point they

experienced in buying the company and competitors products. Managers

can themselves pose as shoppers and experience firsthand, the treatment they

receive as customer.

LOST CUSTOMER ANALYSIS:

A Company should contact customer, who have stopped buying, or who

have switched to another suppler to learn what happened. Not only is it

important to conduct exit interview but also to monitor the indication that

the company is falling to satisfy it customer


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1. Which age group of customer prefer bike most?

a. 18-25 b. 25-35 c. 35-45 d. about 45

Age group No. of respondents Consumer respons

18-25 years 16 16

25-30 years 24 24

30-35 years 22 22

Above 35 years 38 38

Total 100 100

INTERPRETATION:

From the above table shows that the respondents of the age group of years above 35 i.e.

38, the next group is 25-30 years i.e.24, the remaining age groups are30-35and 18-25

years having 22 and 16 respectively.

0

5

10

15

20

25

30

35

40

18-25years

25-30years

30-35years

above 35


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2. How do professional/occupational people show their preference towards motor

bike?

a) Employee b) Business c) Student d) Others

OccupationNo. Of respondents Consumer respons

Employees 44 44

Business 40 40

Students 16 16

Others 0 0

Total 100 100

INTERPRETATION:

The above table represent that the employee respondents are in the study having 44, the

business respondents are having 40, the students are 16.

0

5

10

15

20

25

30

35

40

45

employees

business

student

others


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3. How do income wise customers show their interest towards motor bike?

a) Rs. 25,000 b) Between Rs.25, 000 to 50,000

c) Between Rs.50, 000 to 1, 00,000 d) More than Rs.1, 00, 000

Income Pm No. of respon Consumer respon

Rs, 25,000 24 24

Between Rs. 25,000to 50,000 42 42

Between Rs. 50,000 to 1, 00,000 24 24

More than Rs, 1, 00,000 10 10

Total 100 100

INTERPRETATION:

The above table reflects that the between. 25,000 to 50,000 numbers of

respondents in the study having 42, the next numbers are 50,000-1, 00,000 and up

to 25,000 having 24 and next followed by more than 1, 00,000respodents i.e. 10.

0

510

15

20

25

30

35

40

45

25,000

25,000-50,000

50,000-1,00,000

above1,00,000


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4. Which vehicle do you own currently from Yamaha?

a) Alba b) Crux c) Gladiator d) Libero G5

Models of cars No. Of respondents Consumer response

Alba 22 22

Crux 20 20

Gladiator 24 24

Libero G5 34 34

TOTAL 100 100

INTERPRETATION:

The above table shows that the respondents are having Libero G5 models are 34,

Gladiator models are 24, Alba models are 22, and Crux models are 20.

0

5

10

15

20

25

30

35

Alba

Crux

Gladiator

LiberoG5


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5. Why did you choose the Yamaha?

a) Mileage b) brand image c) style d) low maintenance

Factors No. Of respondents Consumer response %

Mileage 16 16

Brand image 40 40

Style 24 24

Low maintenance 20 20

Total 100 100

INERPRETAION:

The above table shows that the number of respondents are given preference to

brand image is 40, next preference given to style is 24, next preference to low

maintenance is 20 remaining are followed by mileage is16.

0

5

10

15

20

25

30

35

40

mileage

brand image

style

low maintenance


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6. At the time delivery, were the operating controls (switches and lavers) and

basic Mechanical functionalities of the bike explained to you?

a) Yes b) No

Explanation about the

bike

No of respondents Customer

response%

Yes 100 100

No 0 0

Total 100 100

INTERPRETATION:

The following table shows that the respondents areat the time of delivery were the

bike operating control and the service schedule explainedby showroom employees

yes is 100, no is 0

YES, 100

NO, 0

Operating Controls

YES

NO


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7. Were you offered test drive?

a) Yes b) No

Offered No of respondents Customer

response%

Yes 100 100

No 0 0

Total 100 100

INTERPRETATION:

The following table shows that the respondents areat the time of purchase were the

bike test driveby showroom employees yes is 100, no is 0.

YES, 100

NO, 0

offered test drive

YES

NO


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8. Are you satisfied with your vehicles mileage?

a) Yes b) No

Satisfied No. Of respondent Customer response

YES 75 75

NO 25 25

TOTAL 100 100

INTERPRETATION:

The above table shows that the respondents are yes is 75, No is 25.

Respones

Yes

No


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9. Are you satisfied with the sales and service promotion of SaiRam Motors?

a) Highly Satisfied b) Satisfiedc) Moderate d) Dissatisfied

TABLE:

S.No Criteria No. of respondents % of respondents

1. Highly Satisfied 40 40%

2. Satisfied 34 34%

3. Moderate 24 24%

4. Dissatisfied 02 02%

Total 100 100

GRAPH:

INTERPRETATION:

About 40% of the customers are Highly Satisfied toward the sales and service

promotions of Yamaha sairam motors, 34% of customers are satisfied, 24% of

customers are Moderate and remaining 02% are dissatisfied towards the sales and

service promotions of Yamaha sairam motors.

Highly

Satisfied40%

Satisfied

34%

Moderate

24%

Dissatisfied

2%

Response

Highly Satisfied

Satisfied

Moderate

Dissatisfied


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10. Which company do you think provides better after sale service?

a) Yamaha b) Others

Criteria No of respondents customer response%

Yamaha 55 55

Others 45 45

Total 100 100

INTERPRETATION:

The above table shows that 55% of respondents said Yamaha is provides better

after sales services and remaining are 45% said other brands.

Response

Yamaha

Others


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11. Is the opening and closing time of showroom convenient?

Timings:

Opening_________ Lunch ___________ closing _________

TABLE:

S.No Criteria No. of respondents % ofrespondents

1. YES 76 76%

2. NO 24 24%

Total 100 100

GRAPH:

INTERPRETATION:

About 76% of customers recommend to their customers about Yamaha and

remaining 24% of customers do not recommend Yamaha to their customers.

YES

76%

NO

24%

Response

YES

NO


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12. Did any of our staff, contact you after the delivery of new bike to ensure every

Thing was satisfactory?

a) Yes b) No

S.No Criteria No. of respondents % of

respondents

1. YES 85 85%

2. NO 15 15%

Total 100 100

INTERPRETATION:

The above table shows that the respondents are yes is 85, No is 15.

Response

Yes

No


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13. Assuming you were to buy another Yamaha bike today, how likely are to buy

your from this customer?

a) Definitely b) Probably c) Might not d) Definitely not.

S.No Criteria No. of respondents % of respondents

1. Definitely 40 40%

2. Probably 34 34%

3. Might not 24 24%

4. Definitely not 02 02%

Total 100 100

INTERPRETATION:

About 40% of the customers are definitely buy the Yamaha sairam motors, 34% of

customers are probably, 24% of customers are Might not and remaining 02% are

definitely not.

0

5

10

1520

25

30

35

40

Definitely

Probably

Might not

Definitelynot


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14. Please give your comments/suggestions to enable us to improve services at this

Yamaha authorized showroom.

__________________________________________________________________


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FINDINGS:

The above table shows that the respondents are having Libero G5 models are34, Gladiator models are 24, Alba models are 22, and Crux models are 20.

Most of the customers rated that the Quality of Yamaha is very good.

The major promotional factor which influenced the customers to chooseYamaha is Service.

Most of the Dealers also deal with other brands to satisfy the need of variouscustomers.

According to customers outdoor advertisement and electronic media areconsider to be more effective to promote Yamaha.

The major supports required to customers are Promotional schemes andservice from the company.

Overall 85% of the customers rated Yamaha as Good.


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SUGGESTIONS:

Customers should be encouraged through arranging special meetings.

Most of the customers suggested for More Models.

Promotional activities should be improved like discounts, gifts, prizes etc.

As media impact is more, so company should go for more advertisements inmass media and outdoor advertisements to promote their brand.

In time delivery (service) should be improved.

Improve awarding the customers who own the more bike and more years.

Regular feedback should be improved. Most of the customers report price is below the satisfactory level for the

product.


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CONCLUSIONS

Yamaha is one of the fast moving brands in Andhra Pradesh. The company

is holding a good market share which is the result of efforts made by the company

management and the executives.

From the market survey we can conclude that:

Supply and quality factors are fetching to the movement of brand.

The company is having a good customer network and it is maintaininggood relations with them i.e., the service rate of the company is good.

The price of Yamaha is matching with the quality of the cement

With the ideal promotional strategies and increasing the satisfactorylevel of the customers the company can grow and become a market

leader in the future.


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QUESTIONNAIRE

1. Which age group of customer prefer bike most?

a. 18-25 b. 25-35 c. 35-45 d. about 45

2. How do professional/occupational people show their preference towards motor

bike?

a) Employee b) Business c) Student d) Others

3. How do income wise customers show their interest towards motor bike?

a) Rs. 25,000 b) Between Rs.25, 000 to 50,000

c) Between Rs.50, 000 to 1, 00,000 d) More than Rs.1, 00, 000

4. Which vehicle do you own currently from Yamaha?

a) Alba b) Crux c) Gladiator d) Libero G5

5. Why did you choose the Yamaha?

a) Mileage b) brand image c) style d) low maintenance

6. At the time delivery, were the operating controls (switches and lavers) and basic

Mechanical functionalities of the bike explained to you?

a) Yes b) No

7. Were you offered test drive?

a) Yes b) No

8. Are you satisfied with your vehicles mileage?

a) Yes b) No


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BIBLIOGRAPHY

Book Name Author Publisher

Marketing

management

Philip kotler Tata McGraw Hill

Marketing research C.R. Kothari Pearson Education

Principles of

Marketing

V.S.RamaSwamy Prentice Hall India

Marketing

management

Rajan Saxena Prentice Hall

India

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Customer Satisfaction - YAMAHA MOTORS