Final Disertation of Sandip

7/29/2019 Final Disertation of Sandip

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A study of consumer behavior towards YAMAHA two wheelers

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Chapter 1

NATURE AND SCOPE OF THE STUDY

1.1 Introduction

As a consumer we are all unique in nature and this uniqueness is reflected

in our consumption pattern and process of purchase. A consumer is one who

actually purchases a product or service from a particular organization or shop.

Costumer is always defined in terms of a specific product of company.

Behavior may be defined as any observable action (or reaction) of an

organism. in a very broad sense, behavior can refer to any muscle movement,

even within the body, even an electrical potential in the central nervous system,

such as brain waves, can be loosely called behavior.

Consumer behavior, also called as Consumer Psychology, is a branch of

applied Psychology, marketing and Organizational Behavior. It examines

consumers' decision making processes and ways in which they gather and analyze

information from the environment. See the consumer behavior article for an

overview. Consumer behavior is a multidisciplinary field which is integral to

Industrial Psychology and aspects of household economy studied in

microeconomics. Consumer behavior also means the actions shown by consumers

while making decision to select household and consumer items.

Consumer behavior provide us the various reasons why consumer are

different from one another while buying product and services it is consider that

we receive stimuli from the environment and the specifics of marketing strategies

of different product and services by which consumer responds to the product and

services or not to purchase.

Consumer behavior is the study of when, why, how, and where people do

or do not buy products. It blends elements from psychology, sociology, social

anthropology and economics. It attempts to understand the buyer decision making

process, both individually and in groups. It studies characteristics of individual

consumers such as demographics and behavioral variables in an attempt to


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understand people's wants. It also tries to assess influences on the consumer from

groups such as family, friends, reference groups, and society in general.

Customer behavior study is based on consumer buying behavior, with the

customer playing the three distinct roles of user, payer and buyer. Relationship

marketing is an influential asset for customer behavior analysis as it has a keen

interest in the re-discovery of the true meaning of marketing through the re-

affirmation of the importance of the customer or buyer. A greater importance is

also placed on consumer retention, customer relationship management,

personalization, customization and one-to-one marketing. Social functions can be

categorized into social choice and welfare functions.

Each method for vote counting is assumed as a social function but if

Arrows possibility theorem is used for a social function, social welfare function

is achieved. Some specifications of the social functions are decisiveness,

neutrality, anonymity, monotonocity, unanimity, homogeneity and weak and

strong Pareto optimality. No social choice function meets these requirements in an

ordinal scale simultaneously. The most important characteristic of a social

function is identification of the interactive effect of alternatives and creating a

logical relation with the ranks. Marketing provides services in order to satisfy

customers. With that in mind, the productive system is considered from its

beginning at the production level, to the end of the cycle, the consumer

(Kioumarsi et al., 2009).

Belch and Belch define consumer behavior as 'the process and activities

people engage in when searching for, selecting, purchasing, using, evaluating, and

disposing of products and services so as to satisfy their needs and desires'.'

Now let us consider consumer behavior.

Consumer behavior is combination of to words,

Consumer: - Buyer + User

Behavior: -Any observable action or reaction

There are number of definition of consumer behavior given by number of

author some of them are as below: -


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The behavior that consumers display in searching for purchasing, using,

evaluating, & disposing of product, services, & ideas which they expect will

satisfy their needs.

Leon G. Schtffmon & Leslis lazarKanuk

Buying behavior is all psychological, social, & physical behavior of

potential customer as they become aware of evaluate, purchase, consume, and tell

other people about products and services.

WebsterConsumer behavior is the process where the individuals decide what,

where, how & from whom to purchase goods & services.

Walters & PaulThe relevant internal psychological process that is associated with

information search is perception. Perception is defined as The process by which

an individual receives, selects, organizes, and interprets information to create a

meaningful picture of the world.

At this time the consumer compares the brand and products that are in

their evoked set. How can the marketing organization increase the likelihood that

their brand is part of the consumers evoked (consideration) set? Consumer

evaluates alternatives in terms of the functional and psychological benefits that

they offer. The marketing organization needs to understand what benefits

consumers are seeking and therefore which attributes are most important in terms

of making a decision.

Once the alternatives have been evaluated, the consumer is ready to make

a purchase decision. Sometimes purchase intention does not result in an actual

purchase. The marketing organization must facilitate the consumer to act on their

purchase intention. The provision of credit or payment terms may encourage


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purchase, or a sales promotion such as the opportunity to receive a premium or

enter a competition may provide an incentive to buy now. The relevant internal

psychological process that is associated with purchase decision is integration.

It is common for customers to experience concerns after making a

purchase decision. This arises from a concept that is known as cognitive

dissonance. The customer, having bought a product, may feel that an alternative

would have been preferable. In these circumstances that customer will not

repurchase immediately, but is likely to switch brands next time.

To manage the post-purchasing stage, it is of the job of the marketing team

to persuade the potential customer that the product will satisfy his or her needs.

Then after having made a purchase, the customer should be encouraged that he or

she has made the right decision. It is not affected by advertisement.

Consumer behavior is influenced by: demographics, psychographics

(lifestyle), personality, motivation, knowledge, attitudes, beliefs, and feelings.

Consumer behavior concern with consumer need consumer actions in the

direction of satisfying needs leads to his behavior of every individual depend on

thinking process.

Consumer behavior is influenced by: culture, sub-culture, locality, royalty,

ethnicity, family, social class, reference groups, lifestyle, and market mix factors.

Research means detailed study of a problem. Here, the details of the

marketing problem are collected and studied, conclusions are drawn

and suggestions aremade to solve the problem quickly, correctly and systematicall

y. In MR, specificmarketing problem is studied in depth by collecting and

analyzing all relevant information and solution are suggested to solve the problemwhich may be related to consumers, product, market competition, sales promotion

and so on.MR is special branch of marketing management. It is comparatively of

recent in origin. MR acts as an investigative arm of a marketing manager. It

suggests solution on marketing problem for the consideration and selection by a

marketing manager. MR also acts as an important tool to study buyer behavior,


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changes in consumer life-style and consumption patterns, brand loyalty and

forecast market changes.

In brief, MR facilitates accurate marketing decisions for consumer

satisfaction on the one hand and sales promotion on the other hand. It is rightly

treated as the soul of modern marketing management.

MR suggests possible solution on marketing problem to marketing manager for

his consideration and final selection. It is rightly said that the beginning and end

of marketing management is marketing research. It is primarily used to provide

information needed to guide marketing decision, market mix. It acts as a support

system to marketing management.

1.2 Characteristics of consumer behavior:-

Consumer behavior is very complex & dynamic in nature therefore it is

constantly changing so there should be some measurements which will adjust

with the changes.

1) Consumer behavior includes both observation physical activities, such aswalking through the market to examine merchandise & activates such as

forming attitudes perceiving material & learning to prefer particular

brands.

2) Consumer behavior consists of the mental & physical activities whichconsumer undertakes to acquire goods services and obtain satisfaction

from them.

3) The individual specific behavior in the market place is affected by internalfactor such as needs, perceptions & attitudes, as well as by external or

environmental influence such as family, social group, culture economicsand business influences.

Understanding Consumer behavior can help the advertisers develop

advertisement campaigns effectively. Consumer will pass through a series of steps


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before making a purchase decision. These steps include problem recognition,

information search, alternative evaluation, purchase decision and post purchase

evaluation. Problem recognition occurs when there is considerable difference

between the actual states of affairs an desired of the consumer.

The desired state of affairs refers to the way needs are actually met by the

consumer. Problem recognition occurs either due to change in desired state,

change in actual state or due to change in both the states. Change in desired state

can due to reference groups and novelty seeking behavior of the consumers.

Change in actual state of affairs can occur due to stock out situation arousal of

needs, and post purchase evaluation.

Change un both state can be occurred due to change in financial position of

the customers, changes in family, changes in customers physical development.

Thus the focus of advertisers at this stage is to create an also to make the

customers relate the problem with the companys products. The next stop in the

consumer buying process is information search.

A consumer will search for information regarding solutions for the

problem recognized in the previous step. There are two types of searches that are

performed by the consumer-internal and external search. In internal search a

consumer will recall the brands that he knows while external search involves

gathering information about solutions from various external sources.

These sources include personal sources, market controlled sources, public

sources and self experience sources. The intensity of external search depends on

the motivation of the consumer to search. Another important psychological

element that influences the consumer information search is process of perception.

Perception is defined as a three-step process that involves selection,

organization, and interpretation of the information of the information received in a

meaningful way by consumer. At the information search stage the communication

campaigns should be information in nature, so an advertiser provides information


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about the product and its attributes to consumers. This help in creating brand

awareness and dispelling doubts regarding the product among consumers.

The next step in the consumer buying process is evaluation of alternative on

which the information is gathered. For evaluation, a consumer will not consider

all brands available in the market. He will shortlist a set of choices on which

evaluation is done. This is known as the evoked set. Evoked set can be defined as

set of brands that a consumer will remember while making the purchase decision.

It is more likely that consumer will choose a brand from the evoked set.

Thus the focus of advertisers at this stage is to place the brand in the consumers

evoked set, thereby increasing the probability of the consumer selecting the

consumer towards the product. A positive attitude towards a particular brand will

make a consumer consider that brand and a negative attitude towards it will result

in rejection of brand.

Thus, advertisers try to create a favorable attitude among consumers

towards their brand. Multi-attribute models and decision rules will help the

company in understanding the consumer attitudes. Purchasing decision is the next

step in the consumer buying process. At this stage consumer will make a final

decision regarding the brand to be purchased. A consumer will also decide about

issues like where to buy and how much quantity to buy.

Final step in consumer buying process is the post purchase evaluation. At

this stage, the consumer will evaluate performance in terms of his expectations. If

the product does not meet his expectation then he will experience cognitive

dissonance. This can be reduced by running communication campaigns that

reassure the consumer that his decision is right and creating positive image about

brand.

Apart from understanding the buying process, advertisers need to study the

consumer learning process which has an influence on consumer buying behavior.

The consumer learning is defined as the process by which individual acquire the

purchase and consumption knowledge and experience they apply to future related


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behavior. Consumer learning can be explained using two theories- consumer

learning theory and the cognitive learning theory.

Thus understanding the consumer behavior will help the advertiser in

understanding consumer needs, perception, and attitudes. Thereby, they can

effective advertising strategies that can influence consumer behavior.

1.3 INCREASING NEED OF MARKETING RESEARCH

1) Growth and complexity of markets: - Markets are no more local incharacter. They are now national and even global in character. The

marketing activity is becoming increasingly complex and broader in scope

as more firms operate in domestic and global markets. Manufactures find

it difficult to establish close contact with all markets and consumers

directly. Similarly, they have no control on the marketing system once the

goods are sold out to middlemen. This situation creates new problem befor

e the manufacturers which can be faced effectively

through MR as it acts as a feed-back mechanism to ascertain first hand

information, reaction, etc. of consumers and middleman. Marketing

activities can be adjusted accordingly.

2) Wide gap between producers and consumers:- marketing research isneeded as there is a wide gap between producers and consumers in the

present marketing system. Due to mass scale production and distribution,

direct contact between producers and consumers. Producers do not get

dependable information as regards needs, expectation and reactions of

consumers; they are unable to adjust their products, packaging, prices, etc.

as per the needs of consumers. The problem created due to information

gap can be solved only through MR as it possible to establish contact with

consumers and collect first hand information about their needs,

expectation, likes, dislikes, preferences and special features

of their behavior. Thus, MR is needed


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for removing the wide communication gap between producers and

consumers.

3) Changes in the composition of population and patternof consumption: - In India, many changes are taking place in the

composition of population. There is a shift of population from

rural to urban areas. There have been considerable changes in theconsump

tion and expenditure patterns of consumers in India. The incomes of the

people, in general, are rising. This brings corresponding increase in their

purchasing capacity and buying needs and habits. The demand for

consumer durables is fast increasing. The market are now flooded with

consumer durables like TV sets and so on. Manufacturers are expected to

know such qualitative and quantitative changes in the consumer

preferences and their consumption pattern. For achieving this objective,

MR activities are necessary and useful. In brief, MR is needed for the

study of changes in the pattern of consumption and corresponding

adjustment in the marketing planning, policies strategies.

4) Growing importance of consumers in marketing: - Consumers occupykey position in modern marketing system. They are now well informed

about market trends, goods available, consumer rights and protection

available to them through consumer protection acts, the growth of

consumerism has created new challenges before manufacturers and

traders. Even growing customer expectations create situation when

manufacturers have to understand such expectations and adjust the

production policies accordingly. Indifference towards consumer

expectations may lead to loss of business. In the present marketing system,

consumers cannot be taken for granted. Marketing research particularly

consumer research gives valuable data relating to consumers. It is possible

to use such data fruitfully while framing marketing policies. Thus,

marketing decisions can be made pro consumer through marketing

research activities.


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5) Shift of competition from price to non-price factors: - Cut-throatcompetitionisunavoidable in the present marketing field. Such competition

may be due to various factors such as price, quality, and packaging,

advertising and sales promotion techniques. Entry of new competitors

creates new problems in the marketing of goods and services. In addition,

market competition is no more restricted to price factor alone. There are

other non-price factors such as packaging, branding, after-sales and

advertising which create severe market competition. Every producer has to

find out the extent of such non-price competition and the manner in which

he can face it with confidence. MR is needed as it offers guidance in this

regards. A manufacturer can face market competition even by using

certain non-price factors. The shifting of competition from price to non-

price factors has made marketing of consumer goods more complicated

and challenging. This challenge can be faced with confidence by using

certain measures through marketing research.

6) Need of prompt decision making: - In competitive marketing, marketingexecutive have to take quick and correct decision. Companies have to

developandmarketnew products more quickly than ever before. However,

such decision is always difficult.Moreover, wrong decisions may bring los

s to the organisation. For correct decisionmaking, marketing executive

need reliable data and up to date market information. Here,

MR comes to the rescue of marketingmanager. Problems in marketing are

located, defined, analyzed and solved through MR techniques. This

suggests its need as a tool for decision making. MR is needed as a tool for

reasonably accurate decision making in the present highly competitive

market system.


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1.4 Scope of study:

1. It will help to study the consumer behavior to make changes in theYamaha bikes.

2. It will help to find out role of advertisement in customer buying decision.3. It will help to study the consumer behavior to make advertising strategies

for new product.


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Chapter 2

LITERATURE REVIEW

2.1 Review of Literature

Customer satisfaction is an ambiguous and abstract concept and the actual

manifestation of the state of satisfaction will vary from person to person and

product/service to product/service. The state of satisfaction depends on

anumber of both psychological and physical variables which correlate withsatisfacti

on behaviors such as return and recommend rate. The level of satisfaction can also

vary depending on other options the customer may have

andother products against which the customer can compare the organization's produ

cts.Because satisfaction is basically a psychological state, care should be taken in

the effort of quantitative measurement.

These ten domains of satisfaction include:

Quality, Value,Timeliness, Efficiency,Ease of Access, Environment, Interde

partmental Teamwork, Front line Service Behaviors, andCommitment to theCustom

er and Innovation. These factors are emphasized for continuousimprovement and

organizational change measurement and are most often utilized to develop the

architecture for satisfaction measurement as an integrated model. The basis for the

measurement of customer satisfaction is by

usingthegap between the customer's expectation of performance and their perceived

experience of performance. This provides the measurer with a satisfaction

"gap"which is objective and quantitative in nature customer satisfaction equals perc

eption of performance divided by expectation of performance. Marketers in recent

times have realized the importance of marketing orientation,

and this is being reflected in the application of marketing mix elements.

Consumers needs are fundamental to the formulation of any marketing

strategy, from developing a communication plan. It may be worthwhile to explore

the intricate aspects of consumer satisfaction level which focuses on consumer

needs. These concepts enable marketers to analyze the acceptability of

strategies planned by them. Even though we cannot know everything that is to

be known, we do need some in depth knowledge about the consumers, starting with


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who is he. Is there a real Indian customer or there is a set of stereotype. All the

conventional wisdom in market research tends to favor the view that that there are

distinct types, and we need to isolate them according to some parameter and label

them. Customer satisfaction as the key element for success in business is a

major concern for any industry. In this paper I have tried to propose a how

customer satisfaction level can affect the performance of an

organization.Customer satisfaction, a business term, is a measure of how products a

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

seenas a key performance indicator within business and is part of the 4perspectives

of a Balanced Scorecard. In a competitive marketplace where businesses compete f

or customers, customer satisfaction is seen as a keydifferentiator and increasingly

has become a key element of business strategy. There is a substantial body of

empirical literature that establishes the benefits of customer satisfaction for firms.

2.2 Measuring customer satisfaction

Organizations are increasingly interested in retaining existing customers

while targeting non-customers; measuring customer satisfaction provides an

indication of how successful the organization is at providing products and/or

services to the market place.

2.3 Selecting Target Market

A review of marketing opportunities often helps in identifying distinct

consumer segments with very distinct wants and needs. Identifying these groups,

learning how they behave and how they make their purchase decisions enables the

marketer to design and market products or services particularly suited for

their wants and needs.

Based on earlier done research following conclusion were drawn aboutYama

ha as a Brand in two wheeler industry:

Yamahas objectiveIt produces bikes that have speed and powerirrespective of the mileage.


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Customers age 22-25 years. Income group -Upper middle class and high class ProfessionStudents and young executives Prime focus

Style Performance Value of money

Based on earlier research done Hero Honda, Bajaj Auto and Enfield

motorcycle shave come out tops in the customer satisfaction ratings in the 2007

TNS Motorcycle Total Customer Satisfaction Study conducted by TNS

Automotive. The study says that newly launched motorcycles including the

Splendor NXG and CBZ Extreme from Hero Honda, Discover 135 from Bajaj

Auto and Bullet 350from Enfield have been ranked highest in their respective

segments.

The study was conducted by compiling responses of more than 7,000 new

motorcycle buyers as regards the performance of more than 50 models

across parameters like sales satisfaction, product quality, motorcycle performance

and design, after-sales service, brand image, and cost-of-ownership. The index

score provides a measure of satisfaction and loyalty that a given modular brand

enjoys among its customers. The study also found that the expectation of the

buyer of standard motor cycles (entry level bikes) has gone up from the previous

level, now the buyer also expects similar attention and commitment as the buyer

of higher value bikes.

Styling of the bikes in executive segment is gaining importance in overall

customer satisfaction. In transacting with the service dealer, competitive pricing

and explanation have gained importance as well as have high impact on retention.

For the upper executive segment latest technology and style have gained

importance. Explanation of feature and benefit gained in terms of stated

importance while Salesperson knowledge impacts largely on retention. Premium

segment buyers are at the center of focus for all of the manufacturers that have


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educated the customer and empowered him to buy consciously after comparing all

the options, now he expects manufacturers to give him the best technology, he

questions salesperson and look for the best financing options available and

demands quick service.

For future purchases the preference for motorcycles with high engine

capacity (150cc and above) is seen in all four regions of the country however it is

almost70% in south closely followed by west. Across the country, close to 24% of

current motorcycle owners intend to upgrade to a four-wheeler as their next

vehicle. The propensity to upgrade to a car is higher in the north as compared to

other parts of the country.


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Chapter 3

COMPANY PROFILE

3.1 About Yamaha motor India sales Pvt. Ltd.

Yamaha made its initial foray into India in 1985. Subsequently, it entered

into a 50:50 joint venture with the Escorts Group in 1996. However, in August

2001, Yamaha acquired its remaining stake as well, bringing the Indian operations

under its complete control as a 100% subsidiary of Yamaha Motor Co., Ltd,

Japan.India Yamaha Motor operates from its state the-art manufacturing units at

Faridabad in Haryana and Surajpur in Uttar Pradesh and produces

motorcycles both for domestic and export markets. With a strong workforce of

2000 employees, India Yamaha Motor is highly customer-driven and has a

countrywide network of over 400 dealers.
http://www.yamaha-motor.co.jp/global/http://www.yamaha-motor.co.jp/global/


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The company pioneered the volume bike segment with the launch of its

100 cc 2-stroke motorcycle RX 100. Since then, it has introduced an entire range

of 2-strokeand 4-stroke bikes in India. Presently, its product portfolio includes

Crux (100cc), Alba (106cc) and Gladiator (125cc), and YZFR15 (150cc). We will

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

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

products & services delivered by people having "passion for customers".

Yamaha committed to: Be the Exclusive & Trusted Brand renowned

for marketing and manufacturing of YAMAHA products, focusing on serving our

customer where Yamaha can build

longterm relationships by raising their lifestyle through performance excellence, p

roactive 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

Yamahaintend to develop them to achieve international level of professionalism w

ith progressive career development. As a good corporate citizen, Yamaha will

conduct

our business ethically and socially in a responsible manner with concerns for the

environment.

Grow through continuously innovating our business processes for creating

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

partners &increasing our stakeholder value.

Customer #1

Yamaha put customers first in everything Yamaha do. Yamaha take decisions keeping thecustomer in mind.

Challenging Spirit

Yamaha strive for excellence in everything Yamaha do and in the quality

of goods & services Yamaha provide. Yamaha work hard to achieve what


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Yamaha commit & achieve results faster than our competitors and Yamaha never

give up.

Team-work

Yamaha 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

Yamaha are honest, sincere, open minded, fair & transparent in our

dealings. Yamaha actively listen to others and participate in healthy & frank

discussions to achieve the organization's goals.

3.2 Manufacturing Process:

IYM's manufacturing facilities comprises of 2 state-of-the-art Plants at

Faridabad (Haryana) and Surajpur (Uttar Pradesh). Currently 10 models roll out

of the two Yamaha Plants. The infrastructure at both the plants supports

production of motorcycles and it's parts for the domestic as well as oversees

market. At the core are the 5-S and TPM activities that fuel our agile

Manufacturing Processes. Yamaha have In-house facility for Machining, Welding

processes as well as finishing processes of Electro plating and Painting till the

assembly line.

The stringent Quality Assurance norms ensure that our motorcycles meet thereput

ed International standards of excellence in every sphere.As anEnvironmentally

sensitive organization Yamaha have the concept of "Environment-friendly

technology" ingrained in our Corporate Philosophy. The Company boasts

of effluent Treatment plant, Rain water Harvesting mechanism, a motivatedforest

ation drive. The IS0-14001 certification is on the anvil - early next year. Allour

endeavors give us reason to believe that sustainable development for Yamaha will

not remain merely an idea in pipeline. Yamaha believe in taking care of not only

Your Motoring Needs but also the needs of Future Generations to come.


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3.3 Corporate Philosophy:

For society, for the world Yamaha works to realize Our corporate mission

of realizing Kando Yamaha Motor is a company that has worked ever since its

founding to build products defined by the concepts ofhigh-quality and high-

performanceandlight weight and compactness as Yamaha have continued to

develop new technologies in the areas of small engine technology and FRP

processing technology as well as control and component technologies. It can also

be said that our corporate history has taken a path where people are the

fundamental element and our product creation and other corporate activities have

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

to provide products that empower each and every customer and make their lives

morefulfilling by offering greater speed, greater mobility and greater potential.Sai

d 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 andto 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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3.4 Hierarchical Structure

Top Management Managing Director and CEO

Senior Vice President

Vice President

Senior Management Associate Vice President

Chief General Manager

General Manager

Middle Management Deputy General Manager

Chief Manager

Manager

Operational Staff Assistant Manager

Senior Superintendent

Senior Officer

Officer

Assistant Officer

3.5 Industry profile

The Indian automotive industry consists of five segments: commercial

vehicles; multi-utility vehicles & passenger cars; two-wheelers; three-wheelers;

and tractors. With 5,822,963 units sold in the domestic market and 453,591 units

exported during the first nine months of FY2005 (9MFY2005), the industry

(excluding tractors) marked a growth of 17% over the corresponding previous.

The two-wheeler sales have witnessed a spectacular growth trend since the mid

nineties.

Yamaha R-1


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Two-wheelers: Market Size & Growth

In terms of volume, 4,613,436 units of two-wheelers were sold in the

country in9MFY2007 with 256,765 units exported. The total two-wheeler sales of

the Indian industry accounted for around 77.5% of the total vehicles sold in the

period mentioned.

Demand Drivers:

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

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

wheeler industry are as

follows: Inadequate public transportation system, especially in the semi-

urban and rural areas; Increased availability of cheap consumer financing

in the past 3-4 years; Increasing availability of fuel-efficient and low-

maintenance models; Increasing urbanization, which creates a need for

personal transportation; Changes in the demographic profile;

Difference between two-wheeler and passenger car prices, which makes two-

wheelers the entry level vehicle;Steady increase in per capita income over the

past five years; and Increasing number of models with different features to satisfy

diverse consumer needs. While the demand drivers listed here operate at the broad

level, segmental demand is influenced by segment-specific factor.

3.6 YAMAHA PRODUCTS

Yamaha Motor Company Limited

A Japanese motorized vehicle-producing company (whose HQ is at 2500

Shingai, Iwata, Shizuoka), is part of the Yamaha Corporation. After expanding

Yamaha Corporation into the world's biggest piano maker, then Yamaha

CEO Genichi Kawakami took Yamaha into the field of motorized vehicles on

July 1, 1955. The company's intensive research into metal alloys for use in

acoustic pianos had given Yamaha wide knowledge of the making of lightweight,

yet sturdy and reliable metal constructions. This knowledge was easilyapplied to

the making of metal frames and motor parts for motorcycles. Yamaha Motor is
http://en.wikipedia.org/wiki/Iwata%2C_Shizuokahttp://en.wikipedia.org/wiki/Yamaha_Corporationhttp://en.wikipedia.org/wiki/Pianohttp://en.wikipedia.org/wiki/CEOhttp://en.wikipedia.org/wiki/Genichi_Kawakamihttp://en.wikipedia.org/wiki/July_1http://en.wikipedia.org/wiki/1955http://en.wikipedia.org/wiki/Alloyshttp://en.wikipedia.org/wiki/Alloyshttp://en.wikipedia.org/wiki/1955http://en.wikipedia.org/wiki/July_1http://en.wikipedia.org/wiki/Genichi_Kawakamihttp://en.wikipedia.org/wiki/CEOhttp://en.wikipedia.org/wiki/Pianohttp://en.wikipedia.org/wiki/Yamaha_Corporationhttp://en.wikipedia.org/wiki/Yamaha_Corporationhttp://en.wikipedia.org/wiki/Iwata%2C_Shizuoka


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the world's second largest producer ofmotorcycles (afterHonda). It

also produces many other motorized vehicles such as all

terrain vehicles, boats, snowmobiles, outboard motors, and personal watercraft.

The Yamaha corporate logo is comprised of three tuning forks placed on top of

each other in a triangular pattern. In 2000,ToyotaandYamaha Corporation made

a capital alliance where Toyota

paidYamaha Corporation 10.5 billion yen for a 5 per cent share in Yamaha Motor

Company while Yamaha and Yamaha Motor each bought 500,000 shares of

Toyota stock in return.

3.7 RACING HERITAGE

Yamaha has a long racing heritage where it has had its machines and team

win many different competitions in many different areas, for example both road

and off road racing, also Yamaha has had great success with riders such as Bob

Hannah, Heikki Mikkola, Kenny Roberts, Chad Reed, Jeremy McGrath, Stefan

Merriman, Wayne Rainey, and the latest, Valentino Rossi. Yamaha is known to
http://en.wikipedia.org/wiki/Motorcyclehttp://en.wikipedia.org/wiki/Hondahttp://en.wikipedia.org/wiki/All-terrain_vehiclehttp://en.wikipedia.org/wiki/All-terrain_vehiclehttp://en.wikipedia.org/wiki/Boathttp://en.wikipedia.org/wiki/Snowmobilehttp://en.wikipedia.org/wiki/Outboard_motorshttp://en.wikipedia.org/wiki/Personal_watercrafthttp://en.wikipedia.org/wiki/Tuning_forkshttp://en.wikipedia.org/wiki/Toyotahttp://en.wikipedia.org/wiki/Yamaha_Corporationhttp://en.wikipedia.org/wiki/Bob_Hannahhttp://en.wikipedia.org/wiki/Bob_Hannahhttp://en.wikipedia.org/wiki/Heikki_Mikkolahttp://en.wikipedia.org/wiki/Kenny_Robertshttp://en.wikipedia.org/wiki/Chad_Reedhttp://en.wikipedia.org/wiki/Jeremy_McGrathhttp://en.wikipedia.org/wiki/Stefan_Merrimanhttp://en.wikipedia.org/wiki/Stefan_Merrimanhttp://en.wikipedia.org/wiki/Wayne_Raineyhttp://en.wikipedia.org/wiki/Valentino_Rossihttp://en.wikipedia.org/wiki/Valentino_Rossihttp://en.wikipedia.org/wiki/Wayne_Raineyhttp://en.wikipedia.org/wiki/Wayne_Raineyhttp://en.wikipedia.org/wiki/Stefan_Merrimanhttp://en.wikipedia.org/wiki/Stefan_Merrimanhttp://en.wikipedia.org/wiki/Jeremy_McGrathhttp://en.wikipedia.org/wiki/Chad_Reedhttp://en.wikipedia.org/wiki/Kenny_Robertshttp://en.wikipedia.org/wiki/Heikki_Mikkolahttp://en.wikipedia.org/wiki/Heikki_Mikkolahttp://en.wikipedia.org/wiki/Bob_Hannahhttp://en.wikipedia.org/wiki/Bob_Hannahhttp://en.wikipedia.org/wiki/Yamaha_Corporationhttp://en.wikipedia.org/wiki/Toyotahttp://en.wikipedia.org/wiki/Tuning_forkshttp://en.wikipedia.org/wiki/Personal_watercrafthttp://en.wikipedia.org/wiki/Outboard_motorshttp://en.wikipedia.org/wiki/Snowmobilehttp://en.wikipedia.org/wiki/Boathttp://en.wikipedia.org/wiki/All-terrain_vehiclehttp://en.wikipedia.org/wiki/All-terrain_vehiclehttp://en.wikipedia.org/wiki/Hondahttp://en.wikipedia.org/wiki/Motorcycle


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those who are older in age as the designer of the modern motocross bike, as they

were the first to build a production mono-shock motocross bike (1975 for 250 and

400, 1976 for 125) and one of the first to have a water-cooled motocross

production bike (1981, but 1977 in works bikes).Since 1962 ,Yamaha produced

production road racing grand prix motorcycles that any licensed road racer could

purchase. In 1970, Non-factory "privateer" teams dominated the 250cc World

Championship with Great Britains Rodney Gould winning the title on a Yamaha.

3.8 MOTORCYCLE MODELS

Yamaha has made an extensive number of two- and four-stroke scooters,

on-road and off-

road motorcycles. TheYamaha XS 650, introduced in 1970, was such an over

whelming success that it crippled the British monopoly of vertical twin

motorcycles.

ELECTRICAL VEHICLES

MOTORCYCLES

Yamaha Alba Yamaha Frog Yamaha Libero Yamaha Gladiator Yamaha Mest Yamaha Eccy Yamaha Passol Yamaha EC-02 Yamaha Passol-L Yamaha Yz85 Yamaha V-Star Yamaha YZF-R1 Yamaha FZ1
http://en.wikipedia.org/wiki/Grand_Prix_motorcycle_racinghttp://en.wikipedia.org/wiki/Rodney_Gouldhttp://en.wikipedia.org/wiki/Yamaha_XS_650http://en.wikipedia.org/w/index.php?title=Yamaha_Alba&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Frog&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Frog&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Libero&action=edit&redlink=1http://en.wikipedia.org/wiki/Yamaha_Gladiatorhttp://en.wikipedia.org/w/index.php?title=Yamaha_Mest&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Mest&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Eccy&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Eccy&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Passol&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_EC-02&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Passol-L&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Yz85&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Yz85&action=edit&redlink=1http://en.wikipedia.org/wiki/Yamaha_V-Starhttp://en.wikipedia.org/wiki/Yamaha_YZF-R1http://en.wikipedia.org/wiki/Yamaha_FZ1http://en.wikipedia.org/wiki/Yamaha_FZ1http://en.wikipedia.org/wiki/Yamaha_FZ1http://en.wikipedia.org/wiki/Yamaha_YZF-R1http://en.wikipedia.org/wiki/Yamaha_V-Starhttp://en.wikipedia.org/w/index.php?title=Yamaha_Yz85&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Passol-L&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_EC-02&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Passol&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Eccy&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Mest&action=edit&redlink=1http://en.wikipedia.org/wiki/Yamaha_Gladiatorhttp://en.wikipedia.org/w/index.php?title=Yamaha_Libero&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Frog&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Alba&action=edit&redlink=1http://en.wikipedia.org/wiki/Yamaha_XS_650http://en.wikipedia.org/wiki/Rodney_Gouldhttp://en.wikipedia.org/wiki/Grand_Prix_motorcycle_racing


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MOPEDS

Yamaha PAS( Nickel metal hydridebattery) PAS Lithium (Lithium ionbattery) PAS Business (Ni-Cd battery) Yamaha YQ50 Aerox R Yamaha Jog Yamaha Jog R Yamaha Neo's Yamaha BW'S Yamaha Morphous Yamaha XF50X(C3/Vox/Giggle) Yamaha FS1 (Yamaha FS1E) Yamaha Lagend Yamaha DT50 Yamaha TZR Yamaha QT50

GOLF CARTS

Yamaha G1 Yamaha Drive

3.9 MARKET CHARACTERISTICS

Demand segmental classification and characteristics

The three main product segments in the two-wheeler category are

scooters, motorcycles and mopeds. However, in response to evolving

demographics and various other factors, other sub segments emerged, viz. scoot

erettes, gearless scooters, and 4-stroke scooters. While the first two emerged as a

response to demographic changes, the introduction of 4-stroke scooters has

followed the imposition of stringent pollution control norms in the early 2000.

Besides, these prominent sub-segments, product groups within these sub-

segments have gained importance in the recent years. Examples include 125cc
http://en.wikipedia.org/w/index.php?title=Yamaha_PAS&action=edit&redlink=1http://en.wikipedia.org/wiki/Nickel_metal_hydridehttp://en.wikipedia.org/wiki/Lithium_ionhttp://en.wikipedia.org/w/index.php?title=Yamaha_YQ50_Aerox_R&action=edit&redlink=1http://en.wikipedia.org/wiki/Yamaha_XF50Xhttp://en.wikipedia.org/wiki/Yamaha_FS1Ehttp://en.wikipedia.org/wiki/Yamaha_QT50http://en.wikipedia.org/wiki/Yamaha_QT50http://en.wikipedia.org/wiki/Yamaha_FS1Ehttp://en.wikipedia.org/wiki/Yamaha_XF50Xhttp://en.wikipedia.org/w/index.php?title=Yamaha_YQ50_Aerox_R&action=edit&redlink=1http://en.wikipedia.org/wiki/Lithium_ionhttp://en.wikipedia.org/wiki/Nickel_metal_hydridehttp://en.wikipedia.org/w/index.php?title=Yamaha_PAS&action=edit&redlink=1


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motorcycles, 100-125 cc gearless scooters, etc. The characteristics of each of the

three broad segments are discussed in

3.10 TRENDS IN THE TWOWHEELER INDUSTRY

Companies raising capacity to meet the growing demand

All the major two-wheeler manufacturers, viz. Bajaj Auto, HHML, YMIL,

TYS, HMSI and others, have increased their manufacturing capacities in the

recent past. Most of the players have either expanded capacity, or converted their

existing capacities for scooters and mopeds into those for manufacturing

motorcycles. The move has been prompted by the rapid growth reported by the

motorcycles segment since FY1995.

Niche markets also witnessing intense competition:

A significant trend witnessed over the past five years is the inclination of

Consumers towards products with superior features and styling. Better awareness

about international models has raised expectations of consumers on some key

attributes, especially quality, styling, and performance. High competitive intensity

has prompted players to launch vehicles with improved attributes at a price less

than the competitive models. In an effort to satisfy the distinct needs of

consumers, producers are identifying emerging consumer preferences and

developing new models. For instance, in the motorcycles segment, motorcycles

with engine capacity over 150cc, is a segment

that has witnessed significant new product launches and hence, become morecom

petitive. The indigenously launched Pulsar 150 had met with success on its

launch and thereafter, a host of models have been launched in this segment by

various players. While Bajaj Auto launched the Pulsars (180 cc, 200cc and 220cc)

with digital twin spark technology (DTSFi) that offers a powerful engine and fuel

efficiency of 125 cc models. Moreover, in the recent past, the motorcycle segment

has witnessed launch of vehicles with higher engine capacity (higher than 150cc)

and power (higher than 15bhp). These include models such as Bajaj AutoEliminat

or and Royal Enfield's Thunderbird followed by HHML's Karisma andYamaha

R15 and other sports bikes. The products in this segment cater for


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styleconscious consumers. Quite a few players are developing models combiningf

eatures such as higher engine capacity", optimum mix of power and performance,

and superior styling. However, the extent of shift to these products would

dependon the positioning of such products in terms of price.In the scooters segme

nt, the market for plastic-bodied variomatic scooterscontinues to witness growth

in the scenario of overall decline in scooter volumes. Higher volumes and growth

are especially true for certain scooter models, such as Honda Activa, that brought

in new technology (besides variomatic transmission) to further differentiate

themselves. Thus, the need to differentiate and create

a nichehas led to companies strengthening their research and development (R&D)

capabilities and reducing the development time for new models.

3.11 INCREASING FOCUS ON EXPORTS:

For the first nine months of FY2007, two-wheeler exports increased by

37% over the corresponding previous, led mainly by motorcycles even as exports

of other two-wheelers were healthy. While motorcycle exports increased by 40%,

scooter and moped exports increased by 29% and 27% respectively.

Motorcycle exports by Bajaj Auto, HHML and TVS have reported a

robust growth in FY2007 and are expected to increase further in the medium term.

Although the Indian two-wheeler manufacturers have forayed on their own in

their target export markets, there have been instances of tie-ups with the

technology partners. Bajaj Auto's tie-up with Kawasaki to jointly market Bajaj

products in Philippines is a case in point. Under the tie-up, M/s Kawasaki Motors

Philippines Corporation has been appointed as exclusive distributors to market

select Bajaj two-wheelers that include Byk, Caliber 115 and Wind 125. These

vehicles are being sent to Philippines in the completely built unit (CBU) form.

Other strategy of expanding international presence considered by few players is

that of setting up assembly lines in select South East Asian countries either on

their own or

in partnership with local players. Besides, plans of select overseas technology part

ners to source from their Indian partners and plans of global majors to develop


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their Indian manufacturing unit as a sourcing hub may also lead to increase in

two-wheeler exports from India.

3.12 SWOT ANALYSIS

Strengths:

Yamaha Motor products extend from land to sea and even into the skies,withmanufacturing and business operations that include everything fromm

otorcycles, PSA electrohybrid bikes, marine and power products to

automotive engines.

Continuously does product improvement in accordance with demandingcustomers.

The distribution network of Yamaha Motors is very wide and spreadacross the country.

Probably the best in terms of R&D facility. Has great brand name and commands lot of respect among bikers

community.

Weakness:

Narrow product line in terms of motorcycles. Yamahas strategy for Indian market was on right alleyway, but

somewhere down the lane, they are still relying on conventional model

which no longer in use.

Yamaha despite the promise has failed to deliver and is still an underdogin the race to top.

A series of unsuccessful and flop bikes have eroded the legacy of RX100andRD350.

Opportunities: The motorcycle market has been growing at a phenomenal rate and there

has been a shift in the consumer preferences from 2 stroke bikes. Yamaha

motors have recognized this and are bringing out new models of 4 stroke

bikes quite regularly to cater the needs of the customers.


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Consumers have become technology conscious and Yamaha Motors havebest R&D facilities. So they can tap new costumers with innovative

technology in motorcycle design and manufacturing.

There lies lot of potential in 150cc and above segment and Yamaha has not

made enough inroads in this segment.

Threats:

Continuous divisions of customer segment have made conventional bikeswhich was the strength of Yamaha motors.

Constant demand for price reduction from customers. Bajaj Auto and TVS have taken large part of the market share from

Yamaha.

Growing competition in the industry, both in the terms of new modelsand price undercutting, too is a matter of concern as both the sales

realization and operation margins may come under pressure.


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Chapter 4

RESEARCH METHODOLOGY

Research in common parlance refers to search for knowledge. Research is

anacademic activity and as such it is used in a technical sense. According to

CliffordWoody, research comprises defining and redefining problems, formulatin

ghypothesis or suggesting solutions, collecting, organizing and evaluating data,

making deductions and research conclusions to determine whether they fit the

formulating hypothesis.

4.1 Objectives of the study:

1. The research encompasses the primary objective of comparisonand analysis of Yamaha bikes with respect to other brands

prevailing in the market i.e. Hero Honda, Honda, Bajaj, TVS and

Suzuki.

2. The primary aim is to interpret the satisfaction level of customersusing Yamahas bikes and to find out the areas in which it needs to

improve to develop a better perception in the mind of its

customers.

3. It entails as to suggest Yamaha how to become a no. 1 customeroriented company.

4. To go in detail, the research includes the study of comparativesatisfaction

level of customers using different bike brands; the various areas w

here competitors supersede and the areas where the competitors

lack.

5. Furthermore the research aims to find out the relative marketcapitalization of Yamaha in the two wheeler industry and to

suggest some concrete and absolute measures to give a rise to its

share in the two wheeler segment.


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4.2 Research Design:

A Questionnaire is used to do the research

Exploratory Research design

Focus Group Primary data analysis

4.3) Data collection:

Data means information required in the research. There are two types of data

sources, which have been helpful to carry out the research these are as follows:

Primary data

Primary data are those, which are collected a fresh and for the first time.

Primary data was collected through questionnaires & Interview schedule.

Secondary data

Secondary data are those, which have already been collected by publication

of Governments, Periodicals of organization, newspaper, books, & internet etc.

Questionnaire

The questionnaire is one of the many ways through which data can be

collected. Questionnaire is widely used by researcher to collect information on

related study. Questionnaire is a method of getting data about respondent by

asking them than by observing and sampling their behavior. Questionnaire should

be standardized, its anonymity can be assured and questionnaire should be designto meet the simple and native language to allow the use of large sample.

Sampling Universe

The first step in devolving any sample design is to clearly define the set of

objects, technically called the universe.


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Sample universe includes users of Yamaha bikes.

Sample Technique

Sampling technique used for selection of sample non-probability,

Convenience sampling technique.

A convenience sample is that where the sample is selected, in part or only a

limited attempt, to ensure that this sample is an accurate representation of some

larger group of population. The classic example of convenience sample is

standing at shopping mall and selecting shoppers as they walk by to fill out a

survey. A convenience sample chooses the individuals that are easiest to reach or

sampling that is done easy. Hence, convenience sampling was used for the

research.

Sample Size

This refers to the number of item to be selected from the universe to

constitute a sample. The sample size is 100 users of edible oil. These users are the

families.

4.4) Limitation:

The limitation of this study is that sometimes the male or female

respondents may not give the proper and correct information.

1. Research was limited to only two wheeler motorcycle industry.2. Research was restricted to Amravati only.3. Research was limited to 100 respondents only.4. Since it is limited only to two wheeler motorcycle industry so the entire

customer satisfaction level while and after purchasing a product cannot

be projected on this research.

5. Sometimes it was very difficult to get the necessary information as fillingthe questionnaire required time.

6. Research could have been wider in scope if along with customersatisfaction level consumer behavior pattern was also studied.


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Chapter 5

DATA INTERPRETATION

The data analysis portion is the backbone of any primary or secondary

research. There are various tools of data analysis that helps the researcher to

interpret his data into final results. The data collected in this research was

analyzed using the most effective tool of market research i.e.,

SPSS (Statistical package for social sciences)

Table no 5.1 Table showing customer Attitude towards Yamaha motor bike

Respondent Percentage

Male 99

Female 1

Fig no 5.1 Graphical representation

Interpretations:

From the above data it can be reflected that 99.00% male has been

preferably to motor bike and rest of female prefer than.

0

20

40

60

80

100

Male FemalePercentage 99 1

AxisTitle

Percentage


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Table no 5.2 Table showing Respondents attitudes towards Yamaha motor bike

Respondent Percentage

Married 15

Unmarried 85


Interpretation:

From the above data it can be reflected that, 85% unmarried people

attitude towards motor bike whenever rest of 15% married people attitude towards

motor bike.

15%

85%

Percentage

Married Unmarried


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Table no 5.3 Table showing Age group of consumers towards Yamaha motor bike

Age Group Percentage

18-25 65

25-35 20

35-45 10

Above 45 5


Interpretation:

From the above data it can be reflected that, 65% age group of 18-25

preferred a motor bike, 20% of age group 25-35, 10% of agegroup of 35-45 and

the rest of age group above 45 years old.

0% 20% 40% 60% 80% 100%

18-25

25-35

35-45

Above 45

Percentage

Percentage


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Table no 5.4 Table showing Professionally/Occupationally consumer attitude

towards motor bike

Profession Percentage

Student 45%

Service 40%

Business 5%

Self Employed 5%

Others 5%


Interpretation:

From the above data it can be reflected that, Occupationally and

professional the motor bike has been used i.e. 45% preferred bystudent, in the

service level it is used 40% and the rest of used in business, self employed and for

other purposes used.

45%

40%

5%5%

5%

Percentage

Student Service Business SelfEmployed Others


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Table no 5.5 Table showing Income wise customer attitudes towards Yamaha

motor bike

Income Percentage

10000-15000 35

15000-20000 40

20000-50000 15

50000-100000 5

Above 100000 5


Interpretation:

Form the above data it can be reflected that, In the base of economically, it

is used in the base of income i.e. 35% of income group10,000-15,000, 40% of

15,000 - 20,0000, 15% of income group of 20,000-50,000 andrest of used in the

rarely above income of 50,000

0%10%

20%30%40%50%60%70%80%90%

100%

35 40 15 5 5

Percentage


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Table no 5.6 Table showing Competitors bike company mostly like by consumers

Company Percentage

Hero Honda 40

Bajaj 45

Yamaha 10

TVS 03

Honda 02


Interpretation:

From the above data it can be reflected that, 40% motor bike company and

its models liked by people of Hero Honda, secondposition of Bajaj and third

position of Yamaha and rest of TVS and other companies

0

5

1015

20

25

30

35

40

45

Hero

Honda

Bajaj Yamaha TVS Honda

Percentage

Percentage


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Table no 5.7 Table showing Customers satisfaction towards Yamaha Bikes

Satisfied Percentage

Yes 99

No 01


Interpretation:

From the above data it can be reflected that, Approximately 100%

customer satisfaction level of motor bike products and a rarely can say that no

comments about it.

99

1

Yes No

PercentagePercentage


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Table no 5.8 Table showing Customers generally adopted bikes by

Quality Percentage

Speed 40

Power/BHP 05

Mileage 30

Design 05

Brand 05

Pick up 02

Color 05

Comfort 08


Interpretation:

From the above data it can be reflected that, 65% age group of 18-25

preferred a motor bike, 20% of age group 25-35, 10% of age group of 35-45 and

the rest of age group above 45 years old.

40%

5%30%

5%

5%2%

5%8%

Percentage

Speed Power/BHP Mileage Design Brand Pick up Color Comfort


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Table no 5.9 Table showing People know about the bike

Sources Percentage

TV 35

Newspaper 15

Friends 12

Product Show 10

Family 08

Test ride 02

Internet 10

Hoardings 08


Interpretation:

From the above data it can be reflected that, the aware and know about motor

bike products about 35% by TV channels, 15% newspapers / magazines, 12% by friends, 10% by

product show, 10% through internet, 8% by family and others through test riding and

hoardings.

0

5

10

1520

25

30

35

40

Percentage

Percentage


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Page 41

Table no 5.10 Table showing Reason for riding the bike

Reason Percentage

Passion 30

Self Satisfaction 08

Cruising/ long

drive

30

Show off 02

Commuting 20

Power 10


Interpretation:

From the above data it can be reflected that, the most important things to

likewise any brand of motor bike through company, brand, passion and fashion,

satisfaction and comfortability i.e. in the base of passion30%, long drive 30%,

commuting 20% and power 10% and the rest of others.

0%10%20%30%40%50%60%70%80%90%

100%

Percentage

Percentage


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Table no 5.11 Table showing for Whom Consumers Purchase Bike

For Whom Percentage

Family 40

Yourself 30

Son 20

Girlfriend 10


Interpretation:

From the above data it can be reflected that, the common factor which is

the bike has been purchased somehow the main aim to factorize the commit for

family, self, son or daughter and others. Fi rstl y, 40% of bike has been

purchase having in the mind of family commit , se lf 30%, 20% for son and

10% for others.

40%

30%

20%

10%

PercentageFamily Yourself Son Girlfriend


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Page 43

Table no 5.12 Table showing Reason for Purchasing Yamaha Bike

Reason Percentage

Brand Value 80

Design 05

Publicity 14

Scheme 00

Gift 01


Interpretation:

From the above data it can be reflected that, the bike has purchased

according to brand value, design, publicity and others base. The

common factor, in the present firstly brand value is the m ain factor

i. e. 80 %people has been purchased any motor bike and 14% has been purchased

having the main factor of publicity.

80

514

0 1

Brand Value Design Publicity Scheme Gift

PercentagePercentage


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Table no 5.13 Table showing Brakes types most likely by customers

Brakes Percentage

Disk Brakes 85

Drum Brakes 15


Interpretation:

From the above data it can be reflected that, the main factor is used for

customer favorably through disc brake and drum brake. It is 80% used disc brake

and rest of used drum brake.

Disk Brakes

85%

Drum Brakes

15%

Percentage


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Table no 5.14 Table showing Wheels type attracted to customers

Wheels Percentage

Spoke Wheel 20

Alloy Wheels 80


Interpretation:

From the above data it can be reflected that, the main attraction through

spoke wheels and alloy wheels, i.e. is 80% customers preferred to alloy wheels

and rest of preferred to spoke wheels

0

10

20

30

40

50

60

70

80

90

Spoke Wheel Alloy Wheels

Percentage

Percentage


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Table no 5.15 Table showing Experience of the consumers

Experience Percentage

Good 20

Excellent 75

Satisfactory 05

Not good 00


Interpretation:

From the above data it can be reflected that, in the most preferred through

experience i.e. the good, and excellence and satisfactory based. In the survey

it has been found that 75% excellence and 20% has been telling about with good

theme.

0

1020

30

40

50

60

70

80

Good Excellent Satisfactory Not good

Percentage

Percentage


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Table no 5.16 Table showing Customers attitudes towards servicing of motor bike

Attitude Percentage

Showrooms 95

Road Mechanic 05


Interpretation:

From the above data it can be reflected that, the main important thing that

the motor bike servicing factor where it will be better do for that. 95% customers

attitude towards servicing of motor bike in showroom and rest of road mechanic.

95%

5%

Percentage

Showrooms Road Mechanic


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Table no 5.17 Table showing the customers attitude towards get the full value of

money with the product

Attitude Percentage

Yes 100

No 00


Interpretation:

From the above data it can be reflected that, 100% customers attitude has

been found towards full value money has taken over all the products.

100

0

Yes No

Percentage

Percentage


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Table no 5.18 Table showing Customer attitudes towards the feeling about dealer

services represents the current brands.

Dealer Service Percentage

Extremely Well 45

Average Well 50

Average not very well 05

Not well at all 00


Interpretation:

From the above data it can be reflected that, yes, 50% customers has been

highlight about brands and can have very well whenever 45% extremely well and

rest of average.

0

5

10

15

20

25

30

35

40

45

50

Extremely

Well

Average Well Average not

very well

Not well at all

Percentage

Percentage


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Chapter 6

FINDINGS, SUGGESTIONS & CONCLUSIONS

6.1Findings1. Customers are generally satisfied with attitude of dealers at the time of

sales.

2. Every brand of bikes has a poor response in terms of sales follow up.3. Hero Honda is the most famous brand.4. Favored bikes in todays date are

Hunk Pulsar Apache

5. Customers stress on quality as complimentary to looks.6. Mileage is what everybody wants.7. Mostly males are attracted by the Yamaha bike, from the research 99%

male are uses Yamaha bikes from the respondents.

8. 85% unmarried people likes to drive Yamaha bike, and 15% marriedpeople are like to uses Yamaha bikes.

9. 18-25 age group people likes the Yamaha bike to drive.10.45% student & 40% service people mostly like the Yamaha attitude.11.In the income wise classification group, 10000-15000 income group like

35% and 15000-20000 income group people like 40%.

12.From the respondents, large number of people likes Bajaj bikes.13.99% Yamaha users are satisfied with their bikes.14.From the research, 40% respondents are adopted bikes by speed, 30% by

mileage.

15.35% people get the information by TV.16.30% people said that bike riding is the passion.17.40% users are purchase bike for their family, 30% are himself, 20% are

for son.

18.80% people are purchases because of brand value.


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19.85% bike users are likes disk brakes in the bike.20.80% users like alloy wheels in the bike.21.75% people gives experience as excellent about Yamaha bike.22.From the research process, 95% users are like to do servicing in the

showrooms.


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6.2 SUGGESTIONS

1. INTRODUCTION OF NEW BRANDS Yamaha should introducenew bikes in the market. It will definitely make the market

oligopolistic, but will improve the condition of Yamaha.

2. BIKE IN 150 CC SEGMENTYamaha does not has any successful bikein these segments. Yamaha needs to introduce a bike in this segment

which can compete with the other brands on price, power, pick-up,

mileage and style.

3. INTEGRATION OF MARKETING AND R & D DEPARTMENT -Yamaha has got best R&D facilities and international design of

sports bikes. It needs to integrate its efforts together with other department

more specifically marketing wing and try to give customers what they

want.

4. It has been found from the research that Yamaha has got the most loyalcustomers but when it comes to Yamaha, people still talk about RX-

100.yamaha should develop a bike like RX-100, and this time mileage and

style should also be considered.

5. 360 degree marketing approach and need to follow aggressive promotionalcampaigns to grab a larger piece of pie in the motorcycle segment.

6. Focus should be on teenagers, young and executives as they representlargest portion of the bike user segment.

7. Provide better sales follow up which almost every brand lacks theresearch has showed that the bike users of all brands are dissatisfied with

their after sales experience .this is a big loop hole which Yamaha can use

to improve its brand image and to gain more customers.

8. Indian customers generally do not use bike for fashion but as a necessityso mileage should be a concern, so it needs to create a better image in the

mind of its customers regarding mileage.

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Final Disertation of Sandip