Professional Documents
Culture Documents
On
MARKETING STRATEGY OF YAMAHA
PRODUCTS
at
Submitted By:
Rahul Rao
B. B. A. 3rd Yr.
Enrollment No.: 06511120036
Session : 2008-09
Hisar.
Contents
1. Organisation Profile
Introduction
Creation
Vision
Product Range
Yamaha History
Distribution System
Corporate Structure
Hierarchical Structure
Department Chart
2. Task Undertaken
Research Objective
Research Methodology
Key Findings
Conclusion
Recommendations
Limitations
3. Self Appraisal
4. Bibliography
5. Appendices
Acknowledgement
After completing the training report at YAMAHA MOTORS LTD., it is a great
pleasure for me to thank all those who have helped me during the course of
completion of my project.
I express my sincere thanks to Mr. A. C. Yadav (Head of Marketing Deptt.) of
Yamaha Motor Limited for giving me a unique opportunity to do project in their
esteemed organization.
Last but not the least; I would like to place a word of appreciation on record for a
all those who directly on indirectly supported me.
(RAHUL RAO)
Executive Summary
Yamaha Motor Escorts Limited (YMEL) is a joint venture company formed by the
alliance of Escorts Limited, the flagship company of the Rs. 3600 crores Escorts
Group, a major in the two-wheeler business and Yamaha Motor Company Limited
(YMCL), Japan.
Recently YMEL launched a new bike - Yamaha Crux in December, 2000. My
project was aimed at investigating about the awareness level of Crux from the
owners of the competitive brands. These competitive brand names are Hero
Hondas Splendor & CD 100/SS and Bajajs Caliber. My project also aimed at
determining the primary factors which influence scooter owners to shift from
scooters to motorcycles. My project was restricted to New Delhi only and the sample
size was 250 including 100 for scooter owners and the rest 150 divided equally
among the three competitive brands, that is, Splendor - 50, Caliber - 50 and CD
100/SS - 50. Questionnaires were made and were filled by the respondents and the
data collected was analyzed to get some useful results.
After analyzing the data, we discovered the primary factors influencing scooter
owners to shift from scooters to motorcycles. The prominent among these factors
were that motorcycles have a better fuel economy, motorcycles are more stylish and
the engine power of motorcycles is more as compared to scooters. We also
discovered that the awareness level of Yamaha Crux was very low and this was
primarily due to lack of advertisements and other promotional activities. Thus, in
the end some recommendations were also given to Yamaha Motor Escorts Limited
so that they could take the required preventive measures.
INTRODUCTION
OF
THE
COMPANY
Introduction
The Escorts Group, with Escorts Limited as its flagship company, is among India's
largest
corporations
operating
in
the
diverse
fields
of
agri-machinery,
H.P.
Nanda
(1917-99)
Escorts gauged the need for modernising agriculture and pioneered farm
mechanisation in the country. In 1948 Mr. H.P. Nanda established Escorts Agri Machinery Limited, to market tractors and farm implements. It set up the first
dealer network of its kind to market tractors for import purpose. Escorts soon
became the number one tractor selling company in India. Meanwhile, the company
branched into manufacturing piston rings in India in collaboration with GOETZE
WERKE of Germany.
Present Scenario
On assuming the Chairmanship of the Group, in April 1994, Mr. Rajan Nanda,
undertook a major restructuring programme to give sharper focus to the businesses.
This involved building alliances with global players and improving market
capitalization, which resulted in each business becoming an independent entity with
defined partnerships, technology, customers and business economics.
The recent past also witnessed a major shift in Escorts' business focus, when it
broke away from its traditional identity of being a purely engineering company and
made its foray into the service sector of telecom and information technology. The
Group has since re-evaluated its focus with thrust on areas of high growth namely
agri machinery, telecom, software and healthcare. Towards this end, the Group has
recently launched a major initiative in Internet and E-commerce. The remaining
businesses are strategic investments for generating value.
Vision
As Escorts marches into the 21st century, it does so with a clear vision, renewed
commitment and the ability to perform. The ultimate objective being to create value
for its shareholders.
Make the Group investor attractive by creating value for customers which
ultimately creates value for shareholders
COMPANY
PROFILE
Yamaha Motor Escorts Limited (YMEL) is a joint venture company formed by the
alliance of Escorts Limited, the flagship company of the Rs. 3600 crores Escorts
Group, a major in the two-wheeler business and Yamaha Motor Company Limited
(YMCL), Japan.
The global giant in two-wheelers business over 3 decades and having the distinction
of putting over 25 lakh two-wheelers on Indian roads. The company has presently
two manufacturing facilities located at Faridabad in Haryana and at Surajpur in
Uttar Pradesh.
Using state-of-the-art technology for its Rajdoot, Yamaha and Escorts range of
motorcycles, the company is on the fast track to make its presence felt in all the
segments of the two-wheeler industry, offering exciting machines not only to the
Indian customers, but also being a leading exporter of two-wheelers. It is this
proximity to the customers that gives YMEL the confidence of riding into the next
decade with world-class technology. Meeting the diverse needs of the customers
millions of bikes across millions of miles.
Recent Changes
On 14th June, 2001, Yamaha Motor Escorts Limited was officially taken over by
Yamaha Motor Company Limited, Japan.
Objectives of Yamaha Motor Company Limited :
Telecom
Informatio
Healthcare
& Financial
Material
Railway
Services
Technology
Handling
Components
Escorts Ltd.
Escorts Ltd.
Escotel
Escorts
Escorts
Yamaha
Equipment
Escorts
- Tractors
Mobile
Technologi
Heart
Motor
Construction
Escort
Communic
es Ltd.
Institute
Equipment Ltd.
Absorber
Farmtrac
ations Ltd.
Research
- Motorcycles -
Powertrac
Centre Ltd.
Cellular Professiona
Paddy Telephone
Services
Transplanters
l Services
Based
Hospital
Software
Research
Developme
Centre Ltd.
Sugarcane
Harvesters
Escorts
Claas
Project Escorts
nt
&
Ltd.
-
Combine
Enterprise
Pick-n-carry -
Escorts
Shock Finance
Ltd.
Telescopic -
Yamaha
Cranes
RX-135
Yamaha
Loaders
RXZ
Yamaha
Cranes
YBX
Yamaha
Boom Cranes
Pneumatic
Moving
YD-125
- Forklifts
Brakes
Equipment
ACE-175
Front
360
Front
Bike
Finance
Articulated -
Finance
-
CV
Finance
Electro -
Vibratory - Couplers
Car
Earth
Finance
Harvesters
Level
Rajdoot
Rollers
Crop Tiger
Software
Yamaha
Track
Implement
RX-100
Platform
Version
ation
Wheel
Carraro
India
Escorts
Ltd.
Escosoft
Pvt. Ltd.
Loaders
-
Bach
India Trading
Ltd.
- Personal
& Axles
Services
Ltd.
Loaders
Front
Investment
Aluminium s
End Cylinder
- Advisory
Blocks
Long
Agribusiness
Portal
Excavators
LLC
- Skid Steers
Track -
Services
Cylinder
Liners
Service
Escorts Mahle
POL-MOT
Provider
Ltd.
Escorts Spoika
Zoo
Service
Pins
Automatrix
Escorts
Mobile
Mutual
Funds
Hoe Goetze
Loading Shovels
Internet
Vulcanised -
- Securities
Esconet
Hiring
JCB Parts
- Transmissions
Health
Plant
- Rail Fastening - FD
-
CA
Ltd.
Shock -
Aerial Absorber
Yamaha
Crux
Version]
Pistons
&
india.com
Employees
Ancillaries Ltd.
- Carburetors
Presidents Message
Creating Kando that exceeds the expectations of our customers
In April of this year, the Yamaha Group inaugurated its new YGP2010 (Yamaha
Growth Plan 2010) medium term business plan, which will take the company
through March, 2010. Under this medium term plan the musical instrument, pro
audio, music software, AV/IT and device domains based on sound, music and
network technologies have been redefined as the domain of "The Sound Company."
This move reflects our goals of achieving sustainable growth and acquiring
management resources in a focused and proactive manner.
The Yamaha Group will continue to strive to provide satisfaction to our customers
and to create "Kando" that exceeds their every expectation, by using both leadingedge and traditional technology to supply products and services built on a
foundation of sensitivity and creativity.
We look forward to your continued support.
June 2007
President and Representative Director
Mitsuru Umemura
Yamaha History
1887
Torakusu Yamaha builds his first reed organ
and begins taking orders for more.
1897
Nippon Gakki Co., Ltd. is established with
Torakusu Yamaha as president.
The company fulfills its first export order: 78
organs for Southeast Asia.
1900
Yamaha begins making upright pianos.
1902
Yamaha produces its first grand piano.
1903
The company makes use of its woodworking
expertise to begin building fine furniture.
1904
A Yamaha piano and organ are awarded the
Honorary Grand Prize at the St. Louis World's
Fair.
1914
Yamaha introduces its first harmonica and, later
that year, begins exporting harmonicas
worldwide.
1922
Yamaha begins production of high-quality hand-
wound phonographs.
1930
Yamaha opens the world's first acoustics
research room.
1931
Yamaha engineers the acoustics of Japan's new
Diet halls.
1932
Yamaha begins production of pipe organs.
1935
The Magna Organ debuts.
1942
Yamaha creates its first acoustic guitar.
1951
The Yamaha Building opens on Tokyo's Ginza.
1953
President Genichi Kawakami begins seriously to
investigate overseas markets.
1954
The Yamaha Music School system is
inaugurated.
Yamaha manufactures its first Hi-Fi Player.
The company's expertise in metallurgical
technologies leads to the manufacture of the first
Yamaha motorcycle, the YA-1. First-year
production: 125.
1955
1966
Yamaha expands into Europe with the founding
of Yamaha Europa GmbH, in West Germany.
The Yamaha Music Foundation is established.
Yamaha markets its first guitars and drums.
Yamaha Music Schools open in Mexico, Canada
and Thailand.
1967
Yamaha opens Nemu-no-Sato, a unique resort
devoted to music as well as recreation.
Yamaha unveils the CF concert grand piano.
1968
Yamaha produces its first line of hi-fi stereo
equipment.
1969
Sviatoslav Richter uses a CF concert grand for
his Italian tour.
1970
In Tokyo, Yamaha stages the First World
Popular Song Festival.
1971
Yamaha begins semiconductor production.
1972
Yamaha sponsors the First Junior Original
Concert.
Yamaha launches wind instruments developed in
cooperation with the Vienna Philharmonic
Orchestra.
1974
Yamaha debuts the NS1000M speaker, with a
beryllium diaphragm, as well as the company's
first synthesizer, the CSY-1, and mixing console,
the PM-1000.
Yamaha opens the Tsumagoi resort for music
and sports.
In West Germany, Yamaha sponsors the first
Junior Original Concert to be held outside
Japan.
1975
Yamaha sports equipment manufacturing
diversifies into tennis rackets.
Full-scale manufacture and marketing of
Yamaha fine furniture begins.
1976
Yamaha begins production of electric and
electronic pianos.
1977
Yamaha opens the Atelier for Wind Instruments
in Tokyo.
1978
Yamaha opens the Atelier for Wind Instruments
in Hamburg.
1980
Yamaha opens the Piano Technical Academy in
Tokyo.
PortaSound, a portable keyboard, is marketed.
1982
Yamaha develops a line of carbon composite golf
1995
Yamaha introduces the Silent Brass System and
the GranTouch digital piano.
1996
1997
Yamaha Kagoshima Semiconductor facilities
achieve ISO14001 Certification.
Stanford University and Yamaha unveil the
Sondius-XG joint licensing program.
Ryuichi Sakamoto debuts Internet MIDI Live.
Yamaha markets a Silent Violin.
1998
Kakegawa Piano Factory and Yamaha
Electronics Manufacturing (Malaysia) Sdn. Bhd.
achieve ISO14001 Certification.
Denis Matsuev plays a CFIIIS concert grand to
place first in the Tchaikovsky International
Piano Competition.
Yamaha markets a Silent Cello.
Yamaha combines proprietary technologies to
create the Digital Sound Field Processor, a
standard-setting home theater system.
1999
Yamaha's Iwata Metal, Yamaha Metanix Inc.
and Saitama Brass factories achieve ISO14001
Certification.
Yamaha markets a multimedia speaker system
for PCs.
2000
2003
PRODUCTS
&
SERVICES
Canada
Europe
United States
Austria
Belgium
Latin America
Brazil
Denmark
France
Australia
Brunei
Cambodia
China
Mexico
Germany
India
Ireland
Korea
Italy
FINANCIAL
HIGHLIGHTS
Financial Highlights
Yamaha Corporation and Consolidated Subsidiaries
Years ended March 31
Millions
of
U.S.
Dollars
Millions of Yen
(Note 2)
FY2004.3 FY2005.3 FY2006.3 FY2007.3 FY2008.3 FY2008.3
For the year:
Net sales (Note 1)
Operating income
Net income
At year-end:
Total net assets
Total assets
U.S.
Dollars
Yen
Per share:
Net income
210.63 95.06
136.04 135.19 191.76
Net assets
1,259.28 1,334.51 1,532.62 1,680.91 1,646.44
Cash
dividends
15.00
20.00
20.00
22.50
50.00
(Note 3)
Notes:
1. Figures for net sales do not include national consumption tax.
(Note 2)
$1.91
16.43
0.50
2. U.S. dollar amounts are translated from yen, for convenience only, at the rate of
100.19=US$1.00, the approximate rate of exchange on March 31, 2008.
3. A per-share dividend for FY2008.3 includes special dividend of 20.
Corporate Citizenship
Products and Services Attuned to People's Needs, in Harmony with the Environment
At Yamaha, we believe that our most fundamental reason for being is to contribute
to the enhancement of the quality of life everywhere we do business. Here are three
of the most important ways we work to achieve that goal.
By March 2003, all of our production facilities in Japan and overseas and the
majority of our resort facilities had acquired ISO14001 environmental management
certification, and we are working to extend this certification throughout our
organization.
51
50
42
40
39
39
HIGH PRICE
UNSAFE
30
20
15
10
0
FAMILY CANNOT
BE
ACCOMODATED
UNECONOMICAL
NO CARRYING
SPACE
DISTRIBUTION
NETWORK
Distribution Network
Yamaha Motor Limited has a very systematic and well developed distribution
network. It uses a very simple, Two-way distribution system, to reach out to its
customers which is as follows :
There are two movements involved in the above distribution system :
Over a span of few decades, Yamaha has developed a sound and efficient
distribution system by building good and healthy relations with the depot incharges
and the retailers. Yamaha also provides the necessary incentives to the depots and
the dealers when required.
Benefits from summer training at yamaha motors limited
Summer training in Yamaha Motor Limited was my first step into the corporate
world. It was a great learning experience for me and helped me to a great extent in
acquiring skills that are essential for working in an organisation. This exposure also
helped me in improving my interpersonal and communication skills. I have now
understood the importance of discipline in life and strongly feel that to be successful
in life, one has to be disciplined and focused.
The training proved to be very beneficial for me as it helped me in inculcating
various skills which are as follows:
Team Working
The work environment at Yamaha Motor Escorts Limited gave me an opportunity
to explore my team working skills and gave me a better understanding of how to
work in co-ordination with my colleagues as a team which is a pre-requisite for any
successful corporate house.
Communication Skills
There was a lot of interaction with all types of people working in the organization.
These people included my colleagues, my project guide and other employees. This
helped in improving my interpersonal skills as I learnt to put forward my ideas and
suggestions using the right words and phrases. For the collection of the primary
information on motorcycle segment, I had to communicate with the dealers which
improved my verbal skills. For getting the questionnaires filled by the respondents,
sometimes I had to interact with them in the local language.
After the completion of the project, I submitted a formal report to Yamaha Motor
Escorts Limited, which improved my writing skills.
Time Management
Waste of time is a waste of money. I realized the importance of this phrase during
my one and a half months of summer training. The organization environment,
which I was exposed to, enhanced my time sensitivity and taught me how useful it is
to manage your time and finish the work assigned in time. Regular going to
workplace and reporting on time helped me use my time in the most efficient
manner.
Data Analyzing Skills
The data collected by me through questionnaires had to be analysed and put in a
desired manner. I was required to present the data in the form of diagrams
including pie charts, bar diagrams, multiple bar diagrams, which greatly helped me
enhance my analytical skills.
Computer Skills
In the course of my training, I got an opportunity to work on different computer
programs like MS Excel, MS PowerPoint, etc., which helped me improve my
knowledge about computers. Also for the collection of some primary data, I had to
surf the net, whereby I learnt to work my way around the net.
Decision-Making Skills
As I was given the authority to frame the questionnaires, some important decisions
regarding the framework of questionnaires had to be taken by me. This made me
realize that decision-making is an integral part at every level in the corporate
hierarchy and helped me to take quicker and wiser decisions.
Listening Skills
I also developed very good listening skills during my summer training project. I had
to be very attentive while listening to the instructions given by my project guide. I
also learnt the art of listening to other peoples suggestions and taking them into
account.
Personality Development
Above all the skills that I have acquired working at Yamaha Motor Escorts Limited,
the most important is the overall development in my personality. I learnt how to be
patient and tolerant towards the varied moods of the respondents. Taking decisions
and handling responsibilities boosted my self-confidence. The encouragement and
continuous support of my superiors and colleagues made me more determined and
motivated towards my work, inspite of the difficulties faced by me at every step.
47
45
42
40
40
35
29
30
24
25
20
15
15
11
10
5
VI
SI
BI
LI
TY
VI
EW
S
AD
RO
O
N
M
AG
AZ
IN
E
AD
S
TV
DE
AL
ER
AD
S
NE
W
SP
AP
ER
FA
M
IL
Y/
FR
IE
ND
S
M
EC
HA
NI
C
M
Y
PR
IC
E
NO
LO
EC
O
RE
SA
LE
E
13
VA
LU
E
IM
AG
W
ER
20
BR
AN
D
30
PO
34
M
PI
AI
CK
NT
UP
AI
NE
NC
E
CO
ST
KS
DU
R
AB
IL
IT
Y
FU
EL
SELECTION CRITERIA
80
70
71
60
50
40
32
29
21
17
12
10
9
60
51
50
42
40
39
39
HIGH PRICE
UNSAFE
30
20
15
10
0
FAMILY CANNOT
BE
ACCOMODATED
UNECONOMICAL
NO CARRYING
SPACE
37%
YES
NO
63%
39%
YES
NO
61%
O
AD
W
NS
IT
O
TH
ER
AD
S
10
M
EC
HA
NI
C
AN
Y
DE
AL
ER
VI
SI
BI
LI
TY
YM
EL
RO
M
M
ER
CI
AL
10
NE
W
SP
AP
ER
CO
FR
IE
ND
TV
12
10
10
9
8
7
4
3
2
2
27%
YES
NO
73%
2%
12%
17%
BRAND IMAGE
POOR MILEAGE
5%
REPUTATION OF DEALER NOT
GOOD
8%
COLOURS
LESS POWER
FRIENDS DID NOT ADVISE
25%
28%
3%
DID YOU KNOW ABOUT CRUX AT THE TIME OF BUYING YOUR BIKE
37%
YES
NO
63%
39%
YES
NO
61%
N
VI
SI
BI
LI
TY
O
TH
ER
DE
AL
ER
M
EC
HA
NI
C
AN
Y
CO
M
M
ER
CI
AL
AD
10
YM
EL
TV
RO
IT
AD
S
W
NS
NE
W
SP
AP
ER
FR
IE
ND
25
22
20
20
18
15
13
9
8
5
4
FUNCTIONS
OF
THE
DEPARTMENTS
Manufacturing Operations
Marketing
Product Engineering
Finance
Project
Manufacturing Operations
The group comprises of manufacturing engineering, industrial engineering,
planning and control, material, manufacturing, quality control and inspection, plant
engineering/maintenance, personnel, administration & finance.
Manufacturing Engineering
Manufacturing engineering comprises of process engineering, project planning , tool
room, tool maintenance, CNC machines and tooling S.P.M capital budgeting.
Usefulness Of The Project
The project carried out by me proved to be very beneficial. The parties which got
the benefits include :
We were able to identify the lack of awareness about Yamaha Crux. This would
certainly help Yamaha in framing its future promotional policies.
The weaknesses and the threats, which Yamaha Crux is facing were also
identified in the SWOT Analysis. This would help YML in taking some
preventive measures.
Customers
Through the market survey, we were able to identify the reasons why people did
not like Crux. So this would invariably help the customers because they will get
a product, which suits their taste.
With more promotional activities as suggested by me, the customers will be able
to identify the product.
Stakeholders
With the increase in the awareness level of Yamaha Crux, more and more people
will buy it, thereby increasing the profits of the company, which will directly
benefit the shareholders.
Distributors
LIMITATIONS
Limitations
Although the research work carried out was successful, but there were some
limitations, which are as follows:
The sample area was concentrated to New Delhi only and other cities could not
be covered due to lack of time.
The sample size of the research was very small, which may have given some
wrong picture.
CONCLUSIONS
In the scooter market, our main objective was to find out the number of customers
who want to shift from scooters to motorcycles.
Analyzing the market survey, we concluded that:
34% of the scooter owners plan to buy a motorcycle in the future. Out of these 34%
customers:
33% customers want to buy within 1 year
33% customers want to buy after 1 year
19% customers want to buy within 6 months
10% customers want to buy within 3 months
5% customers want to buy within 1 month
66% of the scooter owners do not plan to buy a motorcycle in future. From these
66% customers, we enquired about the awareness of Yamaha Crux and the results
were as follows:
65% customers do not know about Yamaha Crux
35% customers know about Yamaha Crux
RECOMMENDATIONS
Recommendations
However the company implemented the change process effectively, but there were
still some weaknesses. So, I would recommend some ideas, which the company could
have implemented for a successful change process and I will also give some
recommendations on future measures, which the company can take to bring about
effective change. These are as follows:
YMI went for the installation of new machinery to cope up with the
technological changes. Instead of installing the new machinery, they could have
got the old machinery upgraded. This would have saved a lot of extra cost
incurred.
YMI must try to build good relations between employees in the organization, as
the people working in the organization are a mixture of Japanese and Indians,
which are totally different cultures. So maximum co-ordination between the
Indians and the Japanese employees should be forced so as to improve the
overall efficiency of the employees.
They should do advertising of the Yamaha crux, as when this bike was
introduced there was no publicity at all so, I recommend there should high
level publicity so that it create awareness in the market. As awareness will
create demand automatically.
QUESTIONNAIRE
SERVICE
STUDENT
OTHERS
SELF EMPLOYED
10000 - 15000
15000 - 20000
MARITAL STATUS :
SINGLE
MARRIED
THREE
FIVE
FIVE
FOUR
& ABOVE
MORE POWER
LOW MAINTENANCE
REASONABLE PRICE
SAFETY
CHILDREN
SELF
PERCEPTION
PARENTS
FRIENDS
FINANCE SCHEMES
MECHANIC
ADVERTISEMENT
AVERAGE
POOR
COMMENTS
MILEAGE
____________
STYLING
____________
POWER
____________
MAINTENANCE
____________
STABILITY
____________
STARTING
____________
FUN RIDING
NO
HIGH PRICE
FAMILY CANNOT BE
ACCOMODATED
UNSAFE
NO CARRYING SPACE
ECONOMY/MILEAGE
BETTER
STYLING
MORE COMFORTABLE
MORE SAFE
OTHER
REASONS
Q10) WHICH KIND OF MOTORCYCLE DO YOU WANT TO PURCHASE
TWO STROKE
100CC
125CC
FOUR STROKE
150CC
WITHIN 3 MONTHS
WITHIN 6 MONTHS
WITHIN 1 YEAR
AFTER 1 YEAR
Q12) WHICH OF THE AVAILABLE MOTORCYCLES DO YOU WANT TO
PURCHASE (MARK ONE OR MORE CHOICES)
SPLENDOR
CALIBER
PASSION
YBX 125
BOXER
CBZ
FIERO
LML
SAMURAI
YAMAHA RX135
CD 100/SS
ANY OTHER
__________
Q13) WHY DO YOU WANT TO GO FOR THIS PARTICULAR MODEL (MARK
ONE OR MORE CHOICES)
FUEL EFFICIENCY
LOW MAINTENANCE
BETTER
STYLING
MORE POWER
BRAND IMAGE
REASONABLY PRICED
TWO STROKE
FOUR STROKE
DURABILITY
ANY OTHER
6 PM - 8 PM
8 PM - 10 PM
10 PM - 12 PM
ANY OTHER
TIME
NO
Q18) FROM WHERE DID YOU COME TO KNOW ABOUT YAMAHA CRUX
(MARK ONE OR MORE CHOICES)
TELEVISION
NEWSPAPER
FRIENDS
MAGAZINE
MECHANIC
DEALER
ON ROAD VISIBILITY
NO
CALIBER
PRICE __________
MILEAGE _______
CD 100/SS
PRICE __________
MILEAGE _______
CRUX
PRICE __________
PRICE __________
MILEAGE _______
MILEAGE _______
NAME : __________________
PHONE : _________________
AGE : ____________________
ADDRESS : _______________
OCCUPATION :
BUSINESS
SERVICE
STUDENT
OTHERS
SELF EMPLOYED
10000 - 15000
20000 - 25000
15000 - 20000
MARITAL STATUS :
SINGLE
MARRIED
THREE
FOUR
FIVE
CURRENT VEHICLE
MODEL : _______________
YEAR : _________________
YEAR : _________________
OFTEN
SOMETIMES
PRINT/NEWSPAPER ADS
DEALER
MECHANIC
FAMILY/FRIENDS
ON ROAD VISIBILITY
Q2) WHILE SELECTING, WHICH OF THE FEATURES WERE THE MAIN
CRITERIA (RANK FIRST 3 PRIORITIES)
PRICE
BRAND IMAGE
FUEL ECONOMY
LOOKS/STYLING
DURABILITY
PICKUP
POWER
RESALE VALUE
AVERAGE
POOR
COMMENTS
LOOKS
___________
POWER
___________
PICKUP
___________
MAINTENANCE COST
___________
___________
STABILITY
___________
OTHER _____________
___________
b) EXPECTED __________
MODEL : __________
REASONS : _______________
__________
_______________
__________
_______________
Q8) DID YOU KNOW ABOUT YAMAHA CRUX AT THE TIME OF BUYING
YOUR MOTORCYCLE
YES
IF YES,
Q9) HOW DO YOU KNOW (MARK ONE OR MORE CHOICES)
NEWSPAPER ADS
TV COMMERCIAL
YAMAHA DEALER
FRIENS OWNS IT
MECHANIC
ON ROAD
VISIBILITY
ANY OTHER __________
Q10) DID YOU GO TO SEE CRUX AT ANY OF YAMAHAS DEALER OUTLET
YES
NO
NO
Q12) REASONS FOR NOT LIKING CRUX (MARK ONE OR MORE CHOICES)
HIGH PRICE
POOR MILEAGE
HIGH MAINTENANCE COST
BRAND IMAGE NOT GOOD
FRIENDS DID NOT ADVISE
MECHANIC DID NOT ADVISE
NO
CALIBER
PRICE __________
MILEAGE _______
CD 100/SS
PRICE __________
MILEAGE _______
CRUX
PRICE __________
PRICE __________
MILEAGE _______
MILEAGE _______
BIBLIOGRAPHY
BIBLIOGRAPHY
www.yamahamotor.com
www.google.com
www.wikipedia.com
Books:
Research & Methodology : C. R. Kothari