BRAND IMAGE OF MOTORCYCLES AND THE COLOUR SURVEY FOR THE BIKE COLOURS

SUBMITTED BY: Vinayak Tiwari P.G.D.M-M.M (2009-2011) Roll No. : 2009173 INDUSTRY GUIDE Mr. Mitesh Kumar Bizoara Assistant Manager (Product Planning & Brand Management) India Yamaha Motor FACULTY GUIDE Dr. Puneet Mohan Professor Ghaziabad

ACKNOWLEDGEMENT

Sincere gratitude is due to industry guide Mr. Mithesh Kr. Bijoara, Asst. Mgr. (Product Planning and Brand Manangement), India Yamaha Motor, Surajpur Plant, Greater Noida (U.P.) for mentoring. It is the result of his esteemed guidance that this project culminated. Special thanks is due to all the team of Product Planning and Brand Development for their guidance. Sincere gratitude is due to Mr. Puneet Mohan (academic guide for this project).

Vinayak Tiwari Student I.T.S., Ghaziabad.

TABLE OF CONTENTS
Chapter No. Ch.-1.0 1.1 1.2
1.3

Subject Executive Summary

Page No.

Society of Indian Automobile Manufacturers Other major motorcycle companies in Indian Market Sales Figures of motorcycle companies in Indian Market Research Methodology Problem Definition Research Design Sample Design. Sample size Scope of the Study Limitations Industry & Company Profile Industry Profile Two Wheeler Market Globally Two Wheeler Market: The Indian Scenario Rise of a Product: The motorcycles Market Segment for Motorcycles Company Profile India Yamaha Motor Private Limited Vision Mission Core competencies Manufacturing process Conclusion SWOT Analysis Data Collection Primary Data

Ch.-2.0 2.1
2.2 2.3 2.4

2.5
2.6

Ch.-3.0
3.1 3.1.1

3.1.2 3.1.3 3.1.4
3.2 3.2.1 3.2.2

3.2.3 3.2.4 3.2.5
3.2.6 3.3

Ch.-4.0 4.1

4.1.1 4.1.2 Ch.-5.0 Ch.-6.0 Ch.-7.0 Ch.-8.0 Ch.-9.0 Ch.-10.0

Questionnaire Questionnaire Design Process Findings & Data Analysis Conclusion Recommendation References Bibliography Annexure

EXECUTIVE SUMMARY

Some of the major players that dominate the global Motorcycle market are Honda, Yamaha, Suzuki, Kawasaki, and Kinetic. Whereas the Indian market shows dominance of players like Hero Honda, Honda, Bajaj Auto Ltd, TVS motors and Yamaha. The focus of the study is INDIA YAMAHA MOTORS which holds approximately 3.5 % market share in the Indian Motorcycle industry whereas it is the second biggest player in the International Motorcycle Industry.

India Yamaha Motor (IYM) is a 100% subsidiary of Yamaha Motor Corporation of Japan. Its manufacturing unit is in Surajpur while Faridabad Plant mainly caters to spare parts and paint shop. These two plants support the production of motorcycles for domestic as well as overseas market. Presently 8 models roll out of these two plants. The infrastructure at both the plants supports production of motorcycles and it's parts for the domestic as well as overseas market. At the core are the 5-S and TPM activities that fuel lean Manufacturing Processes. The plants have In-house facility for Machining, Welding processes as well as finishing processes of Electroplating and Painting till the assembly line. The stringent Quality Assurance norms ensure that their motorcycles meet the reputed International standards of excellence in every sphere. The purpose of the project was to study the positioning of brand image in the minds of the customers and also to study the colour preferences of the motorcycle customers. Consumers should have favourable awareness of brand. Brand awareness and the ensuing positioning in the minds of consumers differentiates successful organisation from failed

organisation. Harley Davidson has a sort of cult following among its customers. It is only because the company has successfully ingrained its brand awareness in the psyche of people. To succeed, in today’s rapidly evolving market place organizations should strive continuously to increase awareness of their brands for the good.

SOCIETY OF INDIAN AUTOMOBILE MANUFACTURERS
Society of Indian Automobile Manufacturers ( ISO 9001-2008 Certified Organisation) is apex body representing 44 leading vehicle and vehicle engine manufacturers. It is the face of the Indian automobile industry. With its regular and continuous interaction with international bodies and organizations SIAM facilitates up gradation of technical capabilities of the Indian Industry to match the best practice worldwide. Indian Automobile Industry is showing accelerating pace of growth rate across all segments. According to Society of Indian Automobile Manufacturers, total sales for all categories stood at 12,08,851 units as against 9,29,917 units for the corresponding period a year-ago, a growth of 30% However, SIAM director general cautioned that sales may be affected if the monsoon, which the Met department has predicted to be good this year, becomes weak. Rising inflation is another concern. "If the government takes steps to control the money supply, then at some point of time interest rates will be under pressure. We have to track it very carefully," Mr Mathur, Director General SIAM, said.

Sales of two-wheelers in May also jumped by 28.66% over that of May 2009. Motorcycle sales in India during May went up by 25.80% to 7,25,311 units from 5,76,537 units in the year-ago period. The country's largest motorcycle maker Hero Honda registered a growth of 11.74% in its sales at 4,01,320 units in May 2010. Sales in rival Bajaj Auto also shot up by 68.73% to 1,91,726 units, while Chennai-based TVS Motor Company posted a 21.21% growth at 52,319 units in May. Honda Motorcycle & Scooter India (HMSI) saw its bike sales jump by 52.24% to 55,110 units. In the scooter segment, the total sales in May jumped by 45.45% to 1,57,509 units as against 1,08,291 units sold in the corresponding month last year, SIAM said. HMSI's scooter sales were up by 28.03% at 76,980 units, while TVS Motor's scooter sales grew by 40.19% in May to 30,567 units. Hero Honda's scooter sales jumped 23,738 units, an increase by 61.21% from last year.

Domestic Market Share for 2009-10

Automobile Domestic Sales Trends Category Passenger Vehicles Commerci al Vehicles Three Wheelers Two Wheelers Grand Total 2003-04 2004-05 2005-06 2006-07 902,096 260,114 284,078 5,364,2 49 6,810,5 37 1,061,5 72 318,430 307,862 6,209,7 65 7,897,6 29 1,143,0 76 351,041 359,920 7,052,3 91 8,906,4 28 1,379,97 9 467,765 403,910 7,872,33 4 10,123,9 88

(Number of Vehicles) 2007-08 2008-09 2009-10 1,549,8 82 490,494 364,781 7,249,2 78 9,654,4 35 1,552,7 03 384,194 349,727 7,437,6 19 9,724,2 43 1,949,77 6 531,395 440,368 9,371,23 1 12,292,7 70

OTHER MAJOR MOTORCYCLE COMPANIES IN THE INDIAN MARKET

Hero Honda
The country's largest two-wheeler maker, Hero Honda, has reported 17.35 per cent rise in sales at 414,638 units in the month of march, the best-ever figure reported by the company for the month of March.The company had sold 353,342 units during March last year, Hero Honda Motors Ltd (HHML) said in a statement. HHML registered a cumulative sales of 4,600,130 units during 2009-10, against 3,722,000 units in the previous fiscal, up 23.59 per cent.
Hero Honda is recognized today as one of the most successful joint ventures in the world.

Bajaj
The Bajaj Group is amongst the top 10 business houses in India. The group's flagship company, Bajaj Auto, is ranked as the world's fourth largest two- and three- wheeler manufacturer .The country's second largest two- wheeler maker Bajaj Auto has reported 85.12 percent jump in its motorcycle sales at 244,828 units in March,2010. The company had sold 132,253 units in March last year. During the entire 2009-10 financial year, the company sold 2,506,749 units in the motorcycle segment, a jump of 31.39 percent over 1,907,853 units in the year-ago period, it added.BAL attributed the growth to robust sales of Pulsar and Discover range of bikes. In March, total two-wheeler sales jumped by 84.57 percent to 244,889 units compared to 132,683 units in the same period a year ago, the statement said.

TVS
TVS Motor Company is the third largest two-wheeler manufacturer in India and one among the top ten in the world, with annual turnover of more than USD 1 billion in 2008-2009, and is the flagship company of the USD 4 billion TVS Group. Motorcycle segment registered a growth of 7 % in March 2010 with sales of 64,120 units in March 2010 when compared to 59,796 units in the same month of the year,2009.

SUZUKI
SUZUKI MOTORCYCLE INDIA PRIVATE LIMITED is a subsidiary of Suzuki Motor Corporation Suzuki Motorcycle India reported a jump of 76.13 per cent in its sales in March at 21,752 units, on the back of good response to its new products. The company had sold 12,350 units during March 2009,

Honda Motorcycle and Scooters India Ltd
Factory was established in January 2001. Motorcycle segment sales jumped 63.25 per cent to 65,888 units in March, against 40,360 units in the corresponding period a year ago. The company reported a robust growth of 88.89 per cent in scooter sales at 78,400 units in the said month, compared with 41,505 units in the year-ago period

SALES FIGURE OF MOTORCYCLE COMPANIES IN THE INDIAN MARKET

Chapter 2

RESEARCH METHODOLOGY
Random Survey was used for the primary data collection. The period of survey was from 19-05-2010 to 26-05-2010. The questionnaire consisted of 21 questions in all. Sample size was limited to 345.

MOTORCYCLE BRANDS CONSIDERED
Only the brands actively present in the Indian motorcycle were considered namely1. Hero Honda Motorcycles Limited. 2. Bajaj Auto Limited. 3. India Yamaha Motor Private Limited. 4. Honda Motors and Scooters Limited. 5. T.V.S. Motor Limited. 6. Suzuki Motorcycle Limited. 7. ‘Others’ was used as a generic category for all other brands.

2.1 Problem Definition

Random Sampling was used for the surveying for the purpose of primary data collection.

Purpose of the survey was to study the following in particular:

• To understand the Brand Image of Yamaha vs. its competitors so as to help the company to focus on its marketing plan and strengthen its future positioning.

The target group of Yamaha is youngsters so the target group for our study is mainly young people mainly in the age group of 18-35 years so that we can know about their view and perception about Yamaha.

• To check the quality of awareness of Yamaha and its competitors among the Indian customers. • To check the present performance of the companies and study the attributes which are liked and considered by people and also to know about the reputation of company in market. • To study the parameters which people associate with a certain Brand.

To check the effectiveness of present TVCF and other advertising and promotional media.

• To study the chemistry behind preference of a particular bike preference and is the colour preference uniform across all other products they buy.

Characteristics the buyers associate with different colours.

2.1 Research Design The data obtained from the survey was sorted out in a proper sequence for analysis purpose. Incomplete questionnaires were discarded. Analysis was done thereupon using Microsoft Office Excel 2007 platform. Extensive use of bargraphs, pie-charts was employed. Where there were more than more than one preference for a given question, proper weightage was given preferences according to the order of preference. Microsoft Office Excel 2007 is a general analysis platform from Microsoft Corporation. U.S.A. Microsoft Office Excel has gained across industry acceptance for the simplicity and completeness for analysis purposes. to the different

The results obtained from the analysis using Excel platform are usually not directly applicable but nevertheless present the bare facts and data can thus be deciphered.

2.3 Sample Design Basis of Sampling Plan and Sample Size Sampling is the component of our research design. A Sample is a subgroup of the population for participation in the study. • Target population - Males between the age group of 18 – 60 years The target group of motorcycles is youngsters so the target group for our study are mainly young people mainly in the age group of 18- 40 years so that we can know about their view and perception about Yamaha. Age group above 40 till 60 was also considered so as to gain comprehensive picture of the Indian motorcycle market

Sampling technique - Judgmental sampling was used.

Judgmental sampling is a type of non-probability sampling. Population elements are selected on the basis of judgment of researcher. Researcher chooses elements to be selected in the sample. Of all sampling types, convenience sampling is least expensive and least time consuming. Non-Probability sampling procedure was used. NonProbability Sampling relies on the personal judgment of the researcher rather than chance to select sample elements. Researcher decides which elements to take in the sample. Because there is no way of determining the probability of selecting any particular element for inclusion in the sample, the estimates obtained are not statistically projectable to the population. For data gathering purposes friends, relatives, were

surveyed. Also spot surveys were conducted in the Vehicle parking stands of MMX Mall (Sahibabad) and Shipra Mall (Ghaziabad).

Sample size (N) – 345

Sample size refers to the number of elements to be included in the study. Determining the sample size is complex and involves several qualitative and quantitative considerations. Import qualitative features that we considered in determining the sample size include:

1. Importance of the decision 2. Nature of the research 3. Number of variables 4. Sample sizes used in similar studied 5. Complication rates 6. Resource constraints
Extent ( Area covered) Delhi -1 Gurgaon-8 N.Delhi-176 Noida-21 Gr. Noida-14 Ghaziabad-118 Meerut-6 Muradabad-1

2.4 Scope of the Study

The project is concerned with the motorcycle customers of Delhi & NCR. It is aimed to analyze the brand image of six major players of Indian motorcycle industry. The project includes a detailed study of various parameters that people associate with a certain brand and attributes which are liked and considered by people. It also aims to check the quality of awareness of Yamaha and its competitors. Also the chemistry behind the different

colour preferences of people was studied. Aim was to study the attributes, if any, people form with regard to different colours.

2.5 Limitations:
i)

The survey was restricted to Delhi and NCR region (Ghaziabad, Gurgaon, Noida, Greater Noida, Meerut, Muradabad.) in particular. Inadequate time to follow the customer response. Lack of experience in handling surveys. Most of the respondents were having inadequate time for filling in the questionnaire. Unwillingness of respondent to provide information. Inability of respondent to provide the exact information.

ii) iii) iv) v)
vi)

Chapter3

Industry and Company Profile
3.1 Industry Profile The Two Wheeler Market Globally The two-wheeler industry is concentrated in the developing world, especially China and India, which together account for over half the total worldwide sales of two-wheelers. The Japanese manufacturers, Honda, Yamaha, Suzuki and Kawasaki, dominate the twowheeler industry globally. Currently, all major two wheeler markets, except India, are dominated either by Japanese firms or their joint ventures.

Hero Honda Motor Cycles Limited, an Indian motorcycle company is the world leader by sales. Motorcycles are used for many different purposes. Some use it for daily commuting ( especially in developing and under-developed worlds) and for hobby pursuits( in developed world). Harley Davidson, Royal Enfield, BMW, Yamaha etc are the companies that satisfy this hobby pursuit of the people, the world over. Two Wheeler Market: The Indian Scenario The Indian two-wheeler industry can be divided into three broad categories: scooters, motorcycles and mopeds. Each of these categories can be further segmented on the basis of several variables, like price, engine power, type of ignition, and engine capacity. Today, India is the second largest producer and customer of two-wheelers in the world. The Indian two-wheeler industry has undergone a significant change over the past 10 years with the preference changing from mopeds to scooters, and more recently, from scooters to motorcycles. With the reduction in the price differential between scooters and motorcycles, there has been a perceptible shift towards motorcycles because of their better styling, higher fuel efficiency, and higher load carrying capacity. Of late, scooters have made a resurgence. Honda Motors and Scooters India Limited is the market leader in the scooter segment. Also female centric two-wheelers like Pep have gained major portion of the market.

Rise of a Product: The Motorcycles Motorcycles are the most expensive of all two-wheelers. They are more powerful than scooters and mopeds, have the highest load carrying capacity (which is essential for rural areas), are fuel-efficient, have better road grip, and are also the most expensive. Besides,

motorcycles are viewed as “trendy” in the urban areas as compared with scooters and mopeds.

The fortunes of the motorcycle industry changed after the announcement of the liberal licensing policy in 1982 where by foreign collaboration were allowed. In 1982, the Government allowed foreign players to enter the industry through joint ventures. Within four years, the TVS Group tied up with Suzuki, the Hero Group with Honda, the Escorts group with Yamaha and Bajaj Auto Limited (Bajaj Auto) with Kawasaki. TVS & Suzuki introduced Ind-Suzuki in 1984, Hero Honda Motors Limited (HHML) launched CD100 in 1985, and both Escorts and Bajaj Auto launched their models in 1986-87.

Also, new entrants have entered the market by introducing their products at lower price points, while the existing players have announced price cuts. This has led to price competition in the domestic market.

Market Segment for Motorcycles The motorcycle market in India can be segmented on the basis of price and power. The motorcycle market is divided into five segments. Basic category models priced between Rs.30, 000 - Rs.40, 000. Here the focus is , by and large, on price and fuel efficiency. In this category, Bajaj Auto has Platina , HHML has CD-Deluxe and Yamaha has Crux. In the standard category i.e. Between Rs.31, 000 – Rs.42, 000, Bajaj Auto has Platina-125, HHML has Splendor and Splendor NXG and Yamaha has Alba and GS-5.

Executive category models priced between Rs.43,000 and 55,000. These are models with Japanese and European standards of engineering, styling, manufacturing and riding comfort. This segment has strong brand such as Victor (TVS), Passion Pro and Super Splendor (HHML), Discover (Bajaj Auto), Gladiator (Yamaha), Stunner and Shine (HMSI) and Zesus (Suzuki). Deluxe category (Rs.56, 000 – Rs.67,000) includes FZ-S and FZ-16 (Yamaha), Hunk and CBZ Xtreme (HHML), Pulsar150 and 180 (Bajaj), Apache (TVS), Unicorn (HMSI) and GS-150 R (Suzuki). Premium category models priced above Rs. 65,000. Bajaj Auto has the Pulsar 200 and 220, Apache- RTR EFI (TVS) and R15 (Yamaha) and Karizma (HHML). HHML is the market leader in the motorcycles segments. Since Honda has always been one of the global pioneers in developing fuel-efficient engine technology, the unique selling propositions of all HHML motorcycles are fuel efficiency and ease of maintenance. Motorcycles are positioned as performance oriented, economy oriented and more recently, as products offering a mix of performance and economy.

3.2 Company Profile
India Yamaha Motor Private Limited India Yamaha Motor (IYM) is a 100% subsidiary of Yamaha Motor Corporation of Japan. The company has its manufacturing unit in Faridabad and Surajpur, which supports the production of motorcycles for domestic as well as overseas market. Presently 10 models roll out of this two plant.

Year of Establishment

July 1, 1955 (Yamaha Japan)

Industry International Headquarter

Motorcycle manufacturing 2500 Shingai, Iwata-shi Shizuoka-ken, Japan

Vision 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".

Mission Be the Exclusive & Trusted Brand renowned for marketing and manufacturing of YAMAHA products, focusing on serving our customer where we can build long term relationships by raising their lifestyle through performance excellence, proactive design & innovative technology. Our innovative solutions will always exceed the changing needs of our customers and provide value added vehicles. Build the Winning Team with capabilities for success, thriving in a climate for action and delivering results. Our employees are the most valuable assets and we intend to develop them to achieve international level of professionalism with progressive career development. As a good corporate citizen, we will conduct our business ethically and socially in a responsible manner with concerns for the environment. Grow through continuously innovating our business processes for creating value and knowledge across our customers thereby earning the loyalty of our partners & increasing our stakeholder value.

Core competencies

1. Customer #1 Yamaha put customers first in everything they do. They take decisions keeping the customer in mind. 2. Challenging Spirit Yamaha strive for excellence in everything they do and in the quality of goods & services they provide. 3. Team-work They work cohesively with the colleagues as a multi-cultural team built on trust, respect, understanding & mutual co-operation. 4. Frank & Fair Organization Yamaha Motor is a company that has worked ever since its founding to build products defined by the concepts of “high-quality and high-performance” and “light weight and compactness” as they 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 their corporate history has taken a path where “people” are the fundamental element and their product creation and other corporate activities have always been aimed at touching people’s hearts. Their goal has always been to provide products that empower each and every customer and make their lives more fulfilling by offering greater speed, greater mobility and greater potential. As a company that makes the world its field and offers products for the land, the water, the snowfields and the sky, Yamaha Motor strives to be a company that “offers new excitement and a more fulfilling life for people all over the world” and to use our ingenuity and passion to realize peoples’ dreams and always be the ones they look to for “the next Kando.”

Kando is a Japanese word for the simultaneous feeling of deep satisfaction and intense excitement that people experience when they encounter something of exceptional value.

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 agile Manufacturing Processes. They have In-house facility for Machining, Welding processes as well as finishing processes of Electroplating and Painting till the assembly line. The stringent Quality Assurance norms ensure that our motorcycles meet the reputed International standards of excellence in every sphere.As an Environmentally sensitive organization we have the concept of "Environment-friendly technology" ingrained in our Corporate Philosophy. The Company boasts of effluent Treatment plant, Rain water - Harvesting mechanism, a motivated forestation drive. IYM Ltd. is IS0-14001 certified. All our endeavors give us reason to believe that sustainable development for Yamaha will not remain merely an idea in pipeline.

Yamaha's

Motorcycle

operations

in

India

Conclusion As the auto industry witnessed yet another year of good sales, there is clear evidence that the dynamics of the Indian two-wheeler industry has changed significantly over the last few years. While everyone knows that there has been constant shift in demand towards motorcycles from geared scooters. Various companies have entered into the two-wheeler industry. There are various competitors of Yamaha comes from Hero Honda. The driver of growth for Hero Honda was the launch of entry level, value-for-money bike “CD-Dawn” and the

upgraded version of “Splendor” and “Passion”. The company which had lost its market share in FY02 has made a strong comeback and regained its share. Secondly another company Bajaj is also leading in the two-wheeler in the market. The success Bajaj’s latest model Pulsar has helped the company to stay clear of adopting an aggressive price reduction strategy. Besides, the recently launched CT100 had also enjoyed a fair degree of success. TVS is also trying to capture the good market share by introducing the different models of bikes. The industry has now acquired the traits of the consumer durable industry, of price wars, celebrity endorsement and ever-increasing sales and promotional out go. Earlier, Hero Honda and Bajaj Auto were the only producers of four-stroke motorcycles. Now, TVS Motor is also jostling for space in the four-stroke market. India Yamaha Motor last year achieved a dramatic turnaround on the back of the success of its 125cc Enticer and 106cc Libero models. IYM is also trying to retain their market share by introducing different bikes. They have launched two bikes in 2004 as change Libero and Fazer. In 2008, they have launched FZ-16 and R15. They have also launched an upgraded version of FZ-16 i.e. FZ-S. Currently, Yamaha have a market share of about 3.5% in the Indian two-wheeler market.

3.3 SWOT Analysis STRENGTHS • High quality products to exceed customer expectations. • Attractive design and colours. • Strong brand name all over the world as well as in India. • Availability of schemes from easy finance Bussan Auto WEAKNESSES • Yamaha has narrow product line in Indian market. • Few people are not satisfied with the mileage of the bikes. • Not giving promotional schemes for longer time periods.

Finance. • Use of latest production. technology for low

• Poor advertisement of the product.

• Low maintenance and expenses per kilometer.

• Now it comes with a changed handlebar which is more comfortable to drive. • Availability of the product in the market.

Broad and intensive distribution network across the country.

OPPORTUNITIES

THREATS

• The Sales may be increased if advertisements are made more attracting to the young generation and the advertisement is made with any celebrity. • Targeting the upper-middle class people and the young generation. • Retailer’s motivation.

• Low end cars like TATA Nano are eating away the share of high end motorcycle manufacturers. • Bajaj and TVS are also producing same segment bikes at same price with more powerful engine.

Demand is increasing with the time in the motorcycle segment.

Bajaj Pulsar is the strongest rival with high performance and frequent variations and up gradations. promotional

• One of the best and popular brands of the world, so company can use its brand image for advertising and attracting people.

• Different effective schemes of competitors.

• Honda Motors & Scooters Limited is pursuing Indian Motorcycle Market vigorously.

The

vast

rural

market

is

opportunity in waiting by catering to attractive financial schemes.

Chapter 4

Data collection
Data collected is an elaborate process in which the researcher makes a planned search for all the relevant data. Data is the foundation of all marketing research. It is the raw material with which a researcher functions. 4.1 Primary Data Primary Data is the original data collected by the researcher. It has a specific purpose of addressing the problem at hand. One set of questionnaire was prepared. The structured questionnaire consisted of closed ended questions. The questions were made simple and easy to answer for the interviewer. The customers to be interviewed were selected by the researcher.. The respondents had to be in the age group between 18 – 60 years and they must own a two-wheeler in Delhi & NCR( Noida, G. Noida, Meerut, Muradabad, Gurgaon, Ghaziabad).

Methods of data Collection used:
 Questionnaire: In personal interviews, respondents are face to face with the

interviewer, thus complex and varied questions could be asked. QUESTIONNAIRE DESIGN PROCESS.
Specify the information needed

Specify the Type of interviewing method

Determine the content of individual questions

1

1

Design the questionnaire to overcome the respondent’s inability and unwillingness to answer the questions

Decide on question structure Determine the question wording Arrange the questions in a proper sequence

Identify the form and layout

Reproduce the questionnaire Eliminate bugs by pretesting

Chapter 5

Findings & Data Analysis

1. AGE OF THE RESPONDENTS

Age Group Under 20 Years 21-25 Years 26-30 Years 31-35 Years 36-40 Years 41-50 Years Above 51 Years TOTAL RESPONDENTS

Figure 26 151 87 38 18 18 7 345

Percent 7.536% 43.768% 25.217% 11.014% 5.217% 5.217% 2.029% 100.000%

All the possible age groups from 18 years of age till 60 years of age were considered. Since youngsters are the major market for the motorcycles, age group 21-35 were aggressively surveyed. As is evident from the sample data, preference for motorcycle goes on decreasing as the age limit crosses 35 years. Age limit above 51 years is the least attractive segment for the motorcycle companies. To be a leader in the motorcycle market , thus, every company should try to pursue 18-35 years of age. Better still if the company is able to cater to distinguish between these sub-segments.

2. RESPONDENTS PROFILE:

Occupation Student Office Employee Factory Worker Shop Owner Business Man Professional (lawyers, doctors) Farmer Others( Retired personnel) TOTAL RESPONDENTS

Figure 143 109 12 21 16 39 3 2 345

Percent 41% 32% 3% 6% 5% 11% 1% 1% 100%

All the occupation groups were tried to be covered. Majority of the sample was students, the major market of motorcycles. Also this segment is most volatile. Yamaha can leverage this segment by providing them certain motivations (like increased number of free services). Office goers come second. Distant third come professionals ( doctors, lawyers,..). Together these three segments make for 85 percent of the motorcycle market in the surveyed group. These segments should be holistically pursued to emerge a market winner.

3. Which two motorcycle attracts you a lot

Model Pulsar150 Karizma ZMR R15 Karizma Pulsar180

Series1(first preference) 38 27 22 33 25

Series2(second preference) 28 49 28 11

Series3 104 103 72 66 61

Apache Pulsar200 FZ-S Fazer Pulsar220 Series1= first preference

14 26 12 10 4

29 18 17 26

57 52 42 37 34

Series 2= second preference

Series3=(series1)*2+(series2) In the surveyed group, clearly Pulsar 150 is the first preference. Karizma ZMR is the second most preferred brand. Yamaha has three models in the top ten most preferred bikes namely,R15( third most preferred bike), FZ-S (eighth most preferred bike) and Fazer (ninth most preferred bike). Also effectiveness of brand promotion by constant bombardment is depicted from the Pulsar Model bikes from the stables of Bajaj. Pulsar is mainly positioned in consumers bikes as “the bike”.

4. These motorcycles belong to which companies

Bajaj Apache RTR Pulsar135 3.48% 97.39%

Hero Yamaha Honda 3.00% 2.03% 5.51% 0.29%

TVS 86.67% 0.29%

HMSI 0.29% 0%

Suzuki 0.29% 0%

Others 0.29% 0%

Karizma ZMR Fazer GS150 R CBF Stunner

1.15% 0.29% 0.29% 1.44%

1.44% 13.04% 13.04% 1.44%

96.23% 2.90% 2.90% 13.62%

0% 4.93% 4.93% 2.30%

1.12% 8.99% 8.99% 68.99%

0.29% 68.99% 68.99% 11.59%

0% 1.12% 1.12% 0.58%

The most striking feature of this question was its outcome. Major/ new brands from all the stables are well known, irrespective of the age of the respondents. Also Pulsar and Karizma ZMR are well known brands as no ‘other’ option was ticked for these two bikes. Also, there were some percentages of the ‘other’ options for all other bikes. This calls for further positioning on part of these companies. 5. Which Brand you like most

Company Bajaj Yamaha Hero Honda Honda TVS Suzuki

Percentage 27.83% 18.84% 39.13% 4.35% 8.70% 1.16%

Hero Honda Motorcycles Limited ( the world leader in sales) tops the list. Next comes Bajaj Auto Limited. Followed by India Yamaha Motorcycles Ltd. Yamaha far outweighs its major rivals( big brothers in the Indian market)-TVS, Honda. This establishes the fact that Yamaha needs to promote its bikes aggressively. It is very much feasible for Yamaha to become number three in the Indian market. This also

establishes the fact that consumers prefer Yamaha bikes as an efficient bike manufacturer with the capability to satisfy their inherent biking needs. Also since youth segment was the aggressively pursued brand, this bodes well for Yamaha. Some stimulus is needed to gain the pocket share of consumers compared to TV and HMSI. 6. Specify your source for awareness of motorcycles. Source TVCF Newspaper Magazine Showroom Family/ Friends Internet Hoardings Road Show Others Percentage 19.42% 16.81% 15.65% 12.17% 23.77% 8.41% 2.90% 0.87% 0.00%

Interestingly family and friends tops the major source of awareness for motorcycles. This was specifically true in the case of students. Thus positioning itself as a ‘manufacturer of safety first’ bikes, companies targeting this company stand a good chance to be the market leader. But also, this is the most style conscious segment. Thus it is imperative to maintain the style quotient in the models. TVCF comes as the second best source of awareness. Thus this source of advertisement cannot be neglected. This calls for more aggressive advertising on part of Yamaha. Newspapers come at third place. Also, newspapers are a robust source of advertisement in rural areas, where electricity is a rare commodity. This print media should be assiduously pursued to augment the brand reach in the whole country.

7. What influenced you more in purchase of your bike
Factor Family/ Friends Girl Friend Hoarding Show Off Personal Experience Information from Dealer/ Showroom Test Drive Resale Value Percent 40.00% 12.75% 4.06% 5.51% 29.28% 1.74% 3.19% 2.90%

Others

0.58%

Across all age groups, family and friends was the most influencing factor in the purchase of motorcycles. Also since students (youth) are the major market for motorcycles, favourable positioning as a value brand, the motorcycle manufacturer can gain acceptance. In the age of nuclear families, parents are the main source of influence. Thus motorcycle companies should position themselves as a “safety first” bike manufacturers. For all other age groups, personal experience is the main influencing factor. Quality is imperative to gain acceptance. Satisfied customers

spread a positive word for the brand. Also tend to become repeat buyers. Thus satisfying the needs in a better way than competitors will catapult Yamaha to be the market leader in the Indian market.

8.

Company you associate with racing Percentage 16.52% 45.51% 16.23% 4.35% 7.83% 9.57%

Manufacturer Bajaj Yamaha Hero Honda TVS Honda Suzuki

Yamaha is known as a racing bikes manufacturer. Yamaha’s RX 100 is still revered for its pick-up and speed. Speed Biking is mainly attributed to Yamaha. It holds the record for maximum wins in Grand Prix. The Government of India is investing heavily in roads and highways. Properly pursuing the inherent racing tendency in youngsters by providing racing bikes will set Yamaha apart from its competitors. Till now, no Indian manufacturer has provided the super bikes. These bikes are mainly imported. Setting up speed bikes manufacturing will provide Yamaha early mover advantage in the Indian market. Also this can be competitive advantage for Yamaha. But caution must be provided to train safe biking habits amongst the consumers.

9.

Which bike you strongly associate with youth

Manufacturer Bajaj Yamaha Hero Honda TVS Honda Suzuki

Percentage 29.86% 34.20% 27.83% 3.19% 3.48% 1.45%

Yamaha is the bike of the youth. In the survey conducted, it far outweighed Bajaj and Hero Honda. Most striking feature was that all the respondents, irrespective of the age groups opted Yamaha as truly associated with youth. Youth being the major market for motorcycles, it is a favourable outcome of Yamaha’s ‘Youth Approaches’. FZ series and R15 are the bikes designed with youth in mind. Yamaha

should further explore this profitable segment and try to more than satisfy this segments needs.

10.

Value positioning of motorcycles in the minds of consumers Stylish / Sporty 17.97% 24.64% 40.87% 5.22% 5.80% 4.35% 1.16%

Traditiona l Hero Honda Bajaj Yamaha TVS HMSI Suzuki 54.49% 24.93% 9.57% 3.77% 2.03% 2.03% 3.19%

Advanced Technolog y 20.58% 33.91% 31.59% 3.77% 6.67% 3.48% 0%

Reliable/ Trustworth y 51.59% 29.57% 11.01% 4.35% 1.74% 0.87% 0.87%

High Performanc e 35.36% 30.72% 22.32% 3.77% 4.93% 2.90% 0%

Trend Setter 33.62% 28.99% 17.97% 5.22% 3.48% 4.93% 5.80%

Hero Honda Bajaj Yamaha TVS HMSI Suzuki

Innovative 25.22% 24.93% 27.54% 4.64% 6.38% 5.51% 5.80%

Good Mileage 51.88% 20.87% 8.12% 11.59% 4.35% 2.90% 0.29%

Passionate 30.72% 24.06% 20.87% 7.54% 6.96% 3.19% 6.67%

Affordable Price 37.68% 29.28% 9.57% 15.65% 4.35% 2.32% 0%

Interestingly for attribute ( barring technology, performance and affordability) there seemed to be lack of customer satisfaction on other key attributes. These are the attributes to be pursued religiously and conveyed to the consumers. These are some of the attributes that can be positioned in the minds of consumers to satisfy their unmet needs. Hero Honda dominates nearly all the attributes. This

elucidates the reason for its market leader position. Yamaha as a brand leads as being the most innovative and most stylish bikes manufacturer. This supports the endeavor of Yamaha as the ‘youth centric’. This makes it all the more likeable brand among the youth, the major market for motorcycles. Yamaha should assiduously pursue this segment to out-beat its competitors.

11.

Gauging consumers attachment with the brands.

Brand Bajaj Yamaha Hero Honda TVS Suzuki HMSI

Recommenders 35.36% 21.16% 34.49% 6.67% 3.19% 2.03%

Preferers 29.86% 20.87% 37.10% 8.12% 1.74% 2.32%

Hero Honda is the most preferred bike while Bajaj is the most recommended brand in the surveyed group. This shows an interesting dichotomy on part of consumers. Ideally there should be a common yardstick for liking of a bike. Respondents had ranked Bajaj higher on ‘ advanced technology’ and ‘stylish’ vis-à-vis Hero Honda. May be this is the reason for this dichotomy. Yamaha was adjudged as the most stylish bike, but is not the most recommended. May be ‘advanced technology’ attribute is the reason behind this. As regards to other brands, Yamaha outweighs TVS, Suzuki and HMSI on ‘recommender’ and ‘preferers’. This establishes the fact that Yamaha is on the way to beat these rivals in

the intensely competitive Indian market. Augmented brand promotion is needed on part of Yamaha to increase its market share. ‘ Kando’ will definitely be gained through intensive promotion of the brand.

12.
Brand Bajaj Yamaha Hero Honda TVS HMSI Suzuki

Which Brand you will never buy

Percentage 5.51% 11.01% 3.77% 30.14% 22.32% 27.25%

Market leader position doesnot indicates that the brand is revered by all. Hero Honda Motorcycles, the most selling bikes brand( in the world) by volumes is also a no-no for 3.77% of the respondents. 5.55% of the respondents are averse to Bajaj. This establishes that it is impossible for any single brand to satisfy the market as a whole, hence the utility of segmentation. Yamaha fairs much better compared to other brands. This again establishes the importance of promotional activities. Augmented promotional activities on national scale can catapult Yamaha far ahead of TVS and HMSI.

13.

Reasons for rejection: Baja Yamah Hero TV HMS Suzuk TOTA j a Honda S I i L 1 1 1 1 2

Already have Bad engine

Balancing problem Chain set problem Due to obsolescence Friends comments High maintenance High price Lack of Awareness Lack of good models Less features Less pickup Less Varieties Low mileage low performance Never tried No connection with youth No interest in brand No liking for the brand No new models Not attractive Not comfortable Not competitive Not innovative Past experience Past market performance

2 1 1 3 1 1

1 2 3 1 6 6 1 11 5 14 1 1 9 19 2 1 4 2 1 2 10 10 1 5 1 8 1 7 4 1 3 3 2 5 3 8 13 3 2 11 4 1

3 6 3 1

2

1 1

9 1

1

4 1 1 1 4

2 1 1 1

6 3 18 3 1 1 1

3 1 1 8 12 20 30 22 2 1 18 26 29 1 1 3 28 3 47 5 2 10 8 3

Poor after sales service Poor brand image Resale value Shocker problem Short in size Test drive Very common Weak body, Not reliable TOTAL

Baja Yamah Hero j a Honda 2 2 2 2

TV S

1 19 1 38

3 1 13

HMS Suzuk TOTA I i L 3 4 11 6 1 1 10 1 2 1 6 2 2 2 2 4 4 4 6 5 4 17 104 76 93

Several Reasons were attributed for rejection. We graphed top 15 reasons for this rejection. Here some tandem was seen as per the market position of the top 2 players in the Indian motorcycle segment. Both Hero Honda and Bajaj have les negative attributes assigned to them. Improving on other attributes and these attributes ingeniously can leverage Yamaha to much better market share. Also Yamaha is way ahead compared to other brands. This augments well for Yamaha. Yamaha should hone upon the mileage problem. Majority of the respondents complained about Yamaha’s low average attribute. Also their bikes are positioned as costly. This presents unique technical challenge for Yamaha. Costs should be regulated considering the demand. Powerful bikes guzzle petrol. Thus Yamaha should launch more economical bikes with optimum mileage. Care

should be taken that proper segmentation is positioned in the minds of consumers regarding power bikes and economical bikes.

14.

Brand Personality of India Yamaha Motor Pvt. Ltd.

personality Yuvraj Singh M S Dhoni Hrithik Roshan John Abraham

Percentage 6.09% 8.99% 11.30% 73.62%

Objective behind asking this question was to gauge the consumer awareness of Yamaha brand particularly. Consumers identify the brand with the personality endorsing the brand. John Abraham is an avid biker. Also he is the perfection of typical Indian youth. He has his own cult following amongst the youths. The percentage of correct awareness commensurate with the brand awareness of the consumers. 74% of the respondents correctly identified John as the brand personality of IYM Ltd. Most interesting fact was that regardless of age, consumers had this awareness. This establishes that consumers follow Yamaha. Yamaha needs to seriously adapt itself to the Indian market needs, to beat its rivals. Serious analysis of all the various aspects of the business is necessitated by

this finding. It comes distant 5 even when adequate awareness levels about the brand persist.

15.

Favourite and non-favourite colour in general

Favourite Color Cream Maroon Metallic Orange Grey Purple Silver Yellow Green White Pink Blue Red Black

Percentage 0.29% 1.16% 0.58% 0.58% 1.45% 0.87% 1.45% 2.61% 3.19% 3.19% 3.48% 1.16% 22.61% 46.96%

Not Favourite Color Maroon Metallic Cream Grey Purple Brown Silver Pink Orange White Green Black Blue Yellow Red

Percentage 0.29% 0.29% 0.87% 1.74% 1.74% 2.32% 3.19% 5.80% 5.51% 7.83% 8.70% 21.16% 13.04% 18.26% 19.71%

YELLOW W HITE SILVER RED PURPLE PINK ORANGE METTALIC MAROON GREY GREEN CREAM BLUE BLACK 0 20 40 60 80 100 120 140 160 180

YELLOW W HITE SILVER RED PURPLE PINK ORANGE METTALIC MAROON GREY GREEN CREAM BLUE BLACK

BROWN YELLOW WHITE SILVER RED PURPLE PINK ORANGE METTALIC MAROON GREY GREEN CREAM BLUE BLACK 0 10 20 30 40 50 60 70 80

BROWN YELLOW WHITE SILVER RED PURPLE PINK ORANGE METTALIC MAROON GREY GREEN CREAM BLUE BLACK

The objective behind this question was to ask their favourite and non-favourite colour. This was done to know if there is a general tendency to choose particular colour(s) in favourite and non-favourite category, by the whole sample. Also the reply to this question was to be compared with favourite and non-favourite colour of their bikes. Any relationship, if any, between the responses was to be studied. Interestingly, preference and dislike was concentrated to few colours: (1) Favourite colour-Red ( 22.61% ) and Black(46.96% ) (2) Non-favourite Red(19.71%) colour-Black(21.16%) Blue(13.04%) Yellow(18.26%)

Red and Black dominated in both favourite and non-favourite categories. May be this is due to the largely religious nature of Indian culture. Indian’s seem to buy products with religious perspective.

16.

Favourite and no –favourite colour motor-cycle colour.

MC Favourite Color Pink Purple Green Metallic Grey Yellow White Silver

Percentage 0.29% 0.29% 0.87% 0.87% 1.74% 1.74% 2.90% 3.19%

MC Not Favourite Color Metallic Maroon Brown Cream Purple Orange Grey Silver

Percentage 0.29% 0.29% 0.58% 0.58% 1.93% 1.74% 2.32% 4.06%

Blue Red Black

8.70% 20.00% 59.42%

White Black Green Blue Yellow Red

7.35% 8.99% 10.43% 13.33% 24.06% 24.06%

MC NON FAVOURITE COLOR
CREAM BROWN ORANGE MAROON YELLOW WHITE SILVER RED PURPLE METTALIC GREY GREEN BLUE BLACK 0 10 20 30 40 50 60 70 80 90 NO. OF SAMPLES

CREAM BROWN ORANGE MAROON YELLOW WHITE SILVER RED PURPLE METTALIC GREY GREEN BLUE BLACK

COLORS

MC FAVOURITE COLOR
YELLOW WHITE SILVER RED PURPLE PINK METTALIC GREY GREEN BLUE BLACK 0 20 40 60 80 100 120 140 160 180 200 220 YELLOW WHITE SILVER RED PURPLE PINK METTALIC GREY GREEN BLUE BLACK NO. OF SAMPLES

White, Silver, Blue, Red and Black are the main favourite and non-favourite colours on motorcycle. Yellow is one of the top non-favourite colour. Interestingly, the whole world of colours seems wrapped to few chosen colours. Also, the very same very colours which are top favourite are also top non-favourite colours. Black is the overall favourite bike colour. Also, the overall preference for colours in general (question no. 15 & 16) are nearly similar. Thus, motorcycle companies should look into this special relationship between colours and consumer preferences.

COLORS

17.
Model Color Cream Maroon Purple White Metallic Green Grey Yellow Silver

Colour of your present motorcycle

Percentage 0.29% 0.29% 0.29% 0.58% 0.87% 1.16% 1.45% 1.45% 4.35%

Blue Red Black

8.99% 18.55% 61.74%

Red and Black are the major bike-colours with the respondents. Blue comes distant third. Motorcycle-Companies should concentrate on these colours and try to bring as many variants in these colours. Yamaha with its Fazer bikes has successfully launched bikes in red, black and red-black colour. Apart from red, black, blue, silver other colours are negligent in vehicles. This also provides opportunity for companies. They should try and provide some new colours to consumers. Proper market testing should be done. This may throw up some unexpected opportunities.

MODEL COLOR
YELLOW WHITE SILVER RED PURPLE METTALIC MAROON GREY GREEN CREAM BLUE BLACK 0 20 40 60 80 100 120 140 160 180 200 220 NO. OF SAMPLES YELLOW WHITE SILVER RED PURPLE METTALIC MAROON GREY GREEN CREAM BLUE BLACK

COLORS

MOD EL C OLOR
Y E L LO W W H ITE S ILV E R RE D P U R P LE M E TTA L IC M A RO O N GRE Y GRE E N CRE A M B LUE B LA C K 0 20 40 60 8 0 10 0 12 0 14 0 16 0 18 0 20 0 22 0 NO . O F S A M P L ES Y E L LO W W H ITE S ILV E R RE D P URP LE M E TTA LIC M A ROON GRE Y GRE E N CRE A M B LUE B LA CK

COLORS

18.

Why did you choose the particular colour in your motorcycle.

Respondents were provided with 25 attributes in all namely 1) Macho 2) Rich 7) Safe 8) Shiny 3) Sophisticated 9) Sporty 4) Youth 14) Smart 5) Trendy 11) Decent 15) Bright 16) Stylish 21) 6) Unique

10) Racy Image

12) Eye Catchy/ Attractive 13) Professional 17)Suits Personality Sober 18) Vibrant

19) Maintenance Free 20) Religious

22) Never Fade

23) Dust/Scratch less visible

24) Passionate

25) Funky

26) others please specify: ____________ They were asked to opt for the attributes they think is provided by the colours they chose. The responses varied for each colour as-

RE
FACTORS FOR CHOOSING BLACK

ES

35 30 25 20

FACTORS FOR CHOOSING BLACK
Shiny Sporty Youth Macho Dust free Unique Decent Trendy Sophistic Stylish Racy Attractive Rich Smart Suits Never fade Professio Safe Passionat sober Funky Bright viberant Religious Maintaina Others 0 5 10 15 20 25 30 35

FACTORS

Series2 Series1

NO. OF SAMPLES

FACTORS FOR CHOOSING RED

F A C T O R S F O R C H O O S IN G R E D
S h in y Tre n d y M ac ho Y outh S t y lis h Decent S p o rt y S m a rt P ro fe s s io n a l B rig h t U n iq u e R e lig io u s S a fe R ic h R a c y Im a g e N e ve r fa d e A t t ra c t ive vib e ra n t S u it s S o p h is t ic a t e d M a in t a in a n c e D u s t fre e 0 2 4 6 8 10 12

COLORS

S e rie s 1

NO . O F S AM P LES
FACTORS FOR CHOOSING BLUE

F A C T O R S F O R C H O O S IN G B L U E

S p o rt y S t y lis h S u it s p e rs o n a lit y S m a rt Funky N e ve r fa d e S h in y U n iq u e Y outh S o p h is tic a t e d M a in t a in a n c e fre e P ro fe s s io n a l A t t ra c t ive D ec ent R a c y Im a g e R ic h B rig h t S a fe M ac ho 0 1 2 3 4 5 6

FACTORS

S e rie s 1

NO . O F S AM P LES

FACTORS FOR CHOOSING SILVER

F A C T O R S F O R C H O O S IN G S IL V E R

S h in y M a in t a in a n c e S a fe U n iq u e S o p h is tic a t e d R ic h D u s t fre e vib e ra n t S u it s p e rs o n a lit y S t y lis h B rig h t S m a rt R a c y Im a g e S p o rty Tre n d y Y o u th M acho 0 0 .5 1 1 .5 2 2.5 3

FACTORS

S e rie s 1

N O . O F S A M P L ES

19.

Regarding Motorcycle design what are the important aspects.

Regarding MC Design Body Style/ Design High Contrast Color Component Color Sticker Design Body Color Riding Comfort

Percentage 1.74% 8.41% 15.07% 21.16% 48.99% 4.64%

IMPORTANT FACTORS OF MC DESIGN
180 160 140 120 100 NO. OF SAMPLES 80 60 40 20 0 Body Color StickerComponent High Riding Body Design Color Contrast Comfort Style/ Color Design FACTORS

Series1 Series2

Top features opted by the respondents wereBody colour, sticker design and component colour. Surprisingly, riding comfort and body style were lower on the count. This may be comprehended as consumers take riding comfort and body design as an accepted, irrefutable offering and they further ask for these aesthetic features. Also since youth is the major market for motorcycles, this shows the demanding preferences of today’s younger generation. They need bikes to flaunt besides serving the basic biking wants.

Thus, to gain larger share of the market companies should focus on these and other innovative aesthetic appeals in the models. Yamaha has lately offered several such innovations. This has resulted in ever greater market share for Yamaha in the Indian market.

20.

Your Dream Motorcycle

Model Thunderbird FZ-16 Machismo Apache RTR Bullet Pulsar180 RX100 CBR CBZ Xtreme Ducati Royal Enfield Classic Fazer Bullet 500 Harley Davidson Pulsar220 R1 Avenger Karizma Karizma ZMR Kawasaki Ninja R15

percentage 0.87% 1.16% 1.16% 1.45% 1.74% 2.03% 2.03% 2.32% 2.32% 2.90% 3.48% 3.77% 4.93% 4.06% 5.80% 4.35% 5.22% 6.67% 7.54% 8.41% 9.57%

model Achiever Aprilia Caliber Discover 135 Gs150R Intruder KTM990 MT01 Passion Pulsar135 Pulsar200 R6 Rajdoot Splendor Bullet 350 Discover 100 Glamour Splendor plus Hunk Pulsar150 Hayabusa

percentage 0.29% 0.29% 0.29% 0.29% 0.29% 0.29% 0.29% 0.29% 0.29% 0.29% 0.29% 0.29% 0.29% 0.29% 0.58% 0.58% 0.58% 0.58% 0.87% 0.87% 10.14%

The objective behind asking this question was to know the aspirations of consumers. Different segments have different aspirations. There was preference for powerful bikes as well as economical bikes. This can be interpreted as –needs and aspirations evolve with age. Also, financial stability along with personality type is also an important consideration.

Yamaha has seven bikes in the treasured category. This shows that Yamaha has an avid following amongst the consumers.

21.

Top three channels you watch most

1st Priority Ten sports V Bindaas HBO Star news Star Sports Colors ESPN Zee Tv Sony Star Plus Discovery Aajtak Mtv NDTV 18 12 18 33 30 18 42 45 21 45 72 84 90 99 105

2nd Priority 14 20 18 12 14 22 26 14 54 48 38 28 46 46 44

3rd Priority 10 13 11 6 8 12 10 20 19 12 13 18 20 14 18

weighted 92 89 101 129 126 110 188 183 190 243 305 326 382 403 421

weighted=first priority*3+second priority*2+third priority

Weighted=(First priority)*3 + (Second priority)*2+ (Third priority)

Objective behind this question was to know the channels which will gain maximum eyeballs to TVCF. M.Tv topped the list for entertainment( song channels) ND Tv is the number one viewed channel It far outstrips other news channels. Discovery channel is the favourite of all age groups. Thus it can be a very good source of brand promotion. ESPN tops the sports channels. During special sporting festivals like T20, companies should provide TVCF round the year on ESPN.

Idiot box is the favourite source of past time for majority of Indians. Thus this medium should be considered for maximum brand awareness. Also this can be a very good medium to influence parents as youth majorly depend upon their family for their own motorcycles. If cleverly pursued, this can be a major influence on elders regarding safety of bikes like on mothers while they are watching their favourite soaps.

Chapter 6

CONCLUSIONS

(1) Yamaha is the most favourite brand amongst youths in the Indian market. (2) Yamaha is regarded as the original makers of racing bikes by the

respondents. (3) Yamaha is the third most preferred brand after Hero Honda Motorcycles Ltd. And Bajaj Auto Ltd.
(4) Youth (Students) are the major market for motorcycles in India.

(5) Family/friends, TVCF and newspapers are the major source of awareness for

motorcycle brand awareness. (6) Major influencing factors in the purchase of bikes are-family/ friends, personal experience and girl friend. (7) R15, Fazer, FZ-S from Yamaha are amongst the top ten favourite bikes in the surveyed group.
(8) Hero Honda and Bajaj are considered as brands with most consumer

favourable attributes. They are also the brands most likely to be preferred and recommended. (9) Yamaha is way ahead in overall consumer favourable response compared to TVS, Suzuki, HMSI.
(10) Majority of the Consumers prefer red and black colour in general and also

in their bikes. (11) Yamaha has maximum number of models in the dream bikes category. (12) Pulsar variants from the Bajaj stable is the most favourite model from any company.

Chapter 7

RECOMMENDATIONS

Based on research, following recommendations are made to Yamaha (1) Yamaha should expand its FZ series. It should promote newer models. Yamaha is seen as the bike of youth. Also Yamaha is originally considered as the racing bike manufacturer.
(2) Yamaha should sponsor youth festivals. It should consider every contact points

that can be made with the youth. (3) Yamaha should also introduce bikes in the economical range. Poor mileage is seen as the major drawback associated with the Yamaha bikes. (4) Yamaha should actively consider brand promotions. Yamaha lacks as far as brand promotion is considered compared to other brands.
(5) Yamaha has much favourable position in the minds of consumers as compared to

TVS, Suzuki and HMSI. Yet it comes distant fifth in the Indian motorcycle market. It shows lack of consumer’s confidence. Directed promotions towards this concern should be vigorously held on the national scale. (6) Company should focus on after-sales service. Proficient service will provide Yamaha a leading edge.
(7) Yamaha should consider and project itself as a service oriented organisation.

Today consumers demand effective and prompt continuous service. Yamaha should meet and exceed this want of consumers.

Chapter 8

REFERENCE
www.suzukimotorcycle.co.in www.honda2wheelersindia.com www.herohonda.com www.bajajauto.com www.tvsmotor.in www.icra.in/files/PDF/SpecialComments/2010-February-two-Wheeler.pdf www.siamindia.com http://www.ptinews.com The Economic Times

Chapter 9

BIBLIOGRAPHY
Statistics for Managers by Levine,Stephan,Krehbiel,Berenson Marketing Management by Kotler,Keller,Koshy,Jha Strategic Marketing by Anderson,vincze

Chapter 10

ANNEXURE
QUESTIONNAIRE

BRAND IMAGE OF MOTORCYCLES

Place -…………………… Model name - ……………

1. Name …………………………………….

2. Age…….

3. What is your occupation? 1) Student ______________ 2) Office Employee 3) Factory Employee 4) Shop Owner 8) others: 5) Business Person 6) Professionals (Dr., Lawyer...) 7) Farmer

4. Which motorcycle attracts you a lot? _______________

a.) _________________

b.)

5. Which company the following motorcycle brand belongs ? Bajaj Yamah a Hero Honda TVS HMSI Suzuk Others i

Apache RTR Pulsar135 Karizma ZMR

Bajaj Fazer GS150R CBF stunner

Yamah a

Hero Honda

TVS

HMSI

Suzuk Others i

6. Which brand you like the most? 1.) Bajaj 2.)Yamaha 3) Hero Honda 4.)Honda 5.) TVS 6.) Suzuki

7. Please specify your source of awareness for motorcycles:

1.) TVCF 2.) Newspaper 6.) Internet

3) Magazine 4.) Showroom

5.) Family/ Friends

7.) Hoardings8.) Road Show

9.)Others, plz specify……..

8. What/Who influenced you more for purchasing a motorcycle? 1) Friends/ Family Experience 2.) Girl Friend 3.) Hoardings 4.) Show off 5.) Personal 8.)Resale 6.) Information from Dealer / motorcycle shop 7.) Test Drive

value 9) Others, plz specify

9. Which company you associate with racing? 1. Bajaj 2. Yamaha 3. Hero Honda 4. TVS 5. Honda 6.Suzuki

10. Which company you strongly associate with youth? 1. Bajaj 2. Yamaha 3. Hero Honda 4. TVS 5. Honda 6.Suzuki

11. Which of the words/statements you think best describes the following companies?

Hero Honda Traditional Advanced Technology Reliable/ Trustworthy High Performance

Bajaj

Yamaha TVS

HMSI(Honda) Suzuki

Stylish/ Sporty Trend setter Innovative Good Mileage Hero Honda Passionate Affordable Price Bajaj Yamaha TVS HMSI(Honda) Suzuki

12. You would like to be in which category for the following Motorcycle Brand: Bajaj (1)Recommenders 2.) Preferrers Yamaha Hero Honda TVS Suzuki HMSI (Honda)

13. Which Brand you will never buy? 1. Bajaj 2. Yamaha 3. Hero Honda 4. TVS 5. HMSI 6.Suzuki

14.a. Reason for rejecting this particular brand. ………………………

15. Who is the brand ambassador of Yamaha? 1. M.S. Dhoni 2. Hrithik Roshan 3. John Abraham 4. Yuvraj Singh

16. Please write the color name of your favorite & not favorite. Favorite Color _____________ Not Favorite Color _____________________

17. Please write the Motorcycle color name of your favorite & not favorite. Favorite Color _____________ Not Favorite Color _____________________

18. Please write the color of your current motorcycle. Present________________ a. What did you choose the above color? (Choose from the below listed Keywords & put on the box according to your priority) 1) Macho 2) Rich 7) Safe 8) Shiny 3) Sophisticated 9) Sporty 4) Youth 14) Smart 5) Trendy 11) Decent 15) Bright 16) Stylish 21) 6) Unique

10) Racy Image

12) Eye Catchy/ Attractive 13) Professional 17)Suits Personality Sober 22) Never Fade 23) Dust/Scratch less visible 18) Vibrant

19) Maintenance Free 20) Religious 24) Passionate

25) Funky

26) others please specify: ____________

19. Regarding Motorcycle Design, what is an important aspect for you? (_________________) 1) Body color 2) Sticker Design 3) Component Color 4) High Contrast Color 5) Other Please Specify:__________________

20. What is your dream motorcycle?

Model Name - ………………….

21. Top 3 channels you watch most.. 1…………….. 2………………. 3……………….

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