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INDUSTRIES WITH SPECIAL REF. TO ` At Gr.Noida In the partial fulfillment of the requirement of
3. ACKNOWLEDGEMENT It is a pleasure to record my thanks and
gratitude to persons and organizations whose generous help and support enabled me to complete
this project within the stipulated time period. My special thanks are due to ..,
Sales & Marketing, Yamaha Motors Ltd., for her active help and support in making me understand
Indian two wheeler industry, who guided me at each step during my training period and without
whom preparation of this report would not have been possible. I would like to thanks
., project guide, School of Business Studies, Sharda University, who guided
me for the industrial training. I am greatly indebted to all those persons who have helped me in some
way or other in the completion of the project. TABLE OF CONTENTS 3
LITERATURE 12 Chapter.-3 CORPORATE INTRODUCTION 16 Company profile 17 Industry profile
22 Products of Yamaha 23 SWOT checklist 38 Chapter.-4 RESEARCH METHODOLOGY 40
Research problem and objective 41 Research process 41 Research design 42 Scope of study 44
5. Chapter.-10 PROBLEM IDENTIFICATION 71 Chapter.-11
CONCLUSION 73 Chapter.-12 SUGGESTIONS 75 Chapter -13 LIMITATIONS 77 Chapter -14
the satisfaction level of customers for two wheelers industries. RESEARCH METHODOLOGY : The
research had to be conducted through a survey based on questionnaires Sample Size 5
6. Greater Noida Sampling Used simple random. Scaling Used 5 point likert scale . 6 Noida
New Delhi Yamaha Target Area Suzuki Tvs Honda Bajaj Hero honda 200 Respondent. Brands Covered
7. DATA ANALYSIS : Analysis was done on the basis of 22 parameters.
Bar charts were developed on these parameters which compare different brands in the 2 wheeler
industry with the help of these charts. Yamahas position in the market is found and analyzed .
SUGGESTIONS : Introduction of new brands may turn the market oligopolistic but will definitely
increase the market share. Looks and style should not be over stressed as compared to quality and
mileage. Yamaha does not have any successful 150 cc bike. Yamahas R & D facilities should
coordinate with the marketing wing to give customers what they want. Secondary research shows
that Yamaha has good brand awareness. But when it comes to real market, it is an illusion. 360
degree marketing approach with aggressive promotional campaigns should be followed. Focus
should be on young teenagers and executives as they represent largest portion of the bike user
segment. 7
8. Provide better sales follow up which almost every brand lacks.
Indian customers generally do not use bike for fashion but as a necessity so mileage should be a
concern. 8
10. Research means detailed study of a problem. Here, the details of the
marketing problem are collected and studied, conclusions are drawn and suggestions are made to
solve the problem quickly, correctly and systematically. In MR, specific marketing problem is studied
in depth by collecting and analyzing all relevant information and solution are suggested to solve the
problem which 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, 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. 10
complexity of markets: - Markets are no more local in character. 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 2) To middlemen. This situation creates new problem before 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. 3) Wide gap between producers and consumers: - marketing research is
needed 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
for removing the wide communication gap between producers and consumers. 4) Changes in the
composition of population and pattern of 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 the consumption 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 11
12. 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. 5) Growing importance of consumers in marketing:-Consumers occupy key 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. 6) Shift of competition from price to
non-price factors: - Cut-throat competition is unavoidable 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 12
13. 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. 7) Need of prompt decision making :- In
competitive marketing, marketing executive have to take quick and correct decision. Companies
have to develop and market new products more quickly than ever before. However, such decision is
always difficult. Moreover, wrong decisions may bring loss to the organization. For correct decision
making, marketing executive need reliable data and up to date market information. Here, MR comes
to the rescue of marketing manager. 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.
15. LITERATURE REVIEW 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 a number of
both psychological and physical variables which correlate with satisfaction behaviors such as return
and recommend rate. The level of satisfaction can also vary depending on other options the
customer may have and other products against which the customer can compare the organizations
products. 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, Inter-departmental Teamwork, Front line Service
Behaviors, Commitment to the Customer and Innovation. These factors are emphasized for
continuous improvement 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 using the gap between the customers 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
perception 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. 15
16. Even though we cannot know everything that is to be known, we do
need some in depth knowledge about the consumers, starting with 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 and services supplied by a company meet or surpass customer
expectation. It is seen as a key performance indicator within business and is part of the four
perspectives of a Balanced Scorecard. In a competitive marketplace where businesses compete for
customers, customer satisfaction is seen as a key differentiator and increasingly has become a key
element of business strategy. There is a substantial body of empirical literature that establishes the
benefits of customer satisfaction for firms. 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 marketplace. 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 about Yamaha
as a Brand in two wheeler industry: Yamahas objective It produces bikes that have speed and
power irrespective of the mileage. Customers age 20-35 years. 16
17. Value of money Based on earlier research done Hero Honda, Bajaj Auto and Enfield motorcycles
have 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 350 from 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 model or brand enjoys
among its customers. The study also found that the expectation of the buyer of standard motorcycles
(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 17
Performance Style Income group - Upper middle class and high
class Profession Students and young executives Prime focus
18. knowledge impacts largely on retention. Premium segment buyers are
at the center of focus for all of the manufacturers that have 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 almost 70% 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 18
20. COMPANY PROFILE About Yamaha motors 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-of-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. 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-stroke and 4-stroke bikes in India. Presently, its product portfolio
includes Crux (100cc), Alba (106cc) and Gladiator (125cc), and YZFR15 (150cc). 20
21. 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". We are committed to: Be
the Exclusive & Trusted Brand renowned for marketing and manufacturing of YAMAHA products,
focusing on serving our customer where we can build long term relationships by raising their lifestyle
through 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. Customer #1 21
22. We put customers first in everything we do. We take decisions keeping
the customer in mind. Challenging Spirit We strive for excellence in everything we do and in the
quality of goods & services we provide. We work hard to achieve what we commit & achieve results
faster than our competitors and we never give up. Team-work We work cohesively with our
colleagues as a multi-cultural team built on trust, respect, understanding & mutual co-operation.
Everyones contribution is equally important for our success. Frank & Fair Organization We are
honest, sincere, open minded, fair & transparent in our dealings. We actively listen to others and
participate in healthy & frank discussions to achieve the organizations goals. Manufacturing Process:
IYMs 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 its 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. We 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. The IS0-14001 certification is on
the anvil - early next year. All our endeavors give us reason to believe that sustainable development
for Yamaha will not remain merely an idea in pipeline. We believe in taking care of not only Your
Motoring Needs but also the needs of Future Generations to come. Corporate Philosophy: For
society, for the world 22
23. 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 of high-quality and high-performance and light weight and compactness as we 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 more fulfilling
by offering greater speed, greater mobility and greater potential. Said in another way, our aim is to
bring people greater joy, happiness and create Kando* in their lives. As a company that makes the
world its field and offers products for the land, the water, the snowfields and the sky, Yamaha Motor
strives to be a company that offers new excitement and a more fulfilling life for people all over the
world and to use our ingenuity and passion to realize peoples dreams and always be the ones they
look to for the next Kando. 23
24. Hierarchical Structure Managing Director and CEO Senior Vice
President Vice President Top Management Associate Vice President Chief General Manager
General Manager Senior Management Deputy General Manager Chief Manager Manager Middle
Management Assistant Manager Senior Superintendent Senior Officer Officer Operational Staff
Assistant Officer 24
25. 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. Two-wheelers: Market Size & Growth In terms of
volume, 4,613,436 units of two-wheelers were sold in the country in 9MFY2007 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
factors. 25
26. 26
27. YAMAHA PRODUCTS Yamaha Motor Company Limited - A Japanese
motorized vehicle-producing company (whose HQ is at 2500 Shanghai, Iwata, Shizuoka), is part of
the Yamaha Corporation. After expanding Yamaha Corporation into the worlds biggest piano maker,
then Yamaha CEO Genichi Kawakami took Yamaha into the field of motorized vehicles on July 1,
1955. The companys 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 easily applied to the making of metal frames and motor parts for motorcycles.
Yamaha Motor is the worlds second largest producer of motorcycles (after Honda). 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, Toyota and Yamaha Corporation made a capital
alliance where Toyota paid Yamaha 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. 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, Heike Mikkola, Kenny
Roberts, Chad Reed, Jeremy McGrath, Stefan Merriman, Wayne Rainey, and the latest, Valentino
Rossi. Yamaha is known to 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 27
28. 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 TD2. MOTORCYCLE MODELS Yamaha has made an extensive number of two- and four-
stroke scooters, on-road and off- road motorcycles. The Yamaha XS 650, introduced in 1970, was
such an overwhelming success that it crippled the British monopoly of vertical twin motorcycles.
Yamaha Gladiator Yamaha Mest Yamaha Eccy Yamaha Passol Yamaha EC-02 Yamaha
Passol-L Yamaha Yz85 Yamaha V-Star Yamaha YZF-R1 Yamaha FZ1 MOPEDS 28
29. Yamaha PAS (Nickel metal hydride battery) PAS Lithium (Lithium
ion battery) PAS Business (Ni-Cd battery) Yamaha YQ50 Aerox R Yamaha Jog Yamaha Jog R
Yamaha Neos Yamaha BWS Yamaha Morphous Yamaha XF50X (C3/Vox/Giggle) Yamaha
FS1 (Yamaha FS1E) Yamaha Legend Yamaha DT50 Yamaha TZR Yamaha QT50 GOLF
Active JW-IB Nesquick sponsored Race chair WHEELCHAIR UPGRADE PARTS JWX-1 29
30. JW-II JW-I Wetard chair 85 ALL-TERRAIN VEHICLES BW80 /
200 / 350 YFZ450 Raptor 80 / 350 / 660 / 700 Blaster 200 Banshee 350 Warrior 350 Bruin
350 Kodiak 400 / 450 Grizzly 80 / 125 / 350 / 400 / 450 / 600 / 660 / 700 Big Bear 400
Wolverine 350 / 450 Tri-Z 250 SNOWMOBILES Yamaha has recently claimed a 100% four-stroke
snowmobile line-up, making them the only snowmobile manufacturer to do so. In Canada though,
there are still three models that Yamaha manufactures that are still 2 strokes. They are the Bravo,
VK 540 and the Venture XL. Yamaha had introduced four-strokes to their line-up in 2003 and the
line-up became four-stroke based for model year 2005. Many say that Yamaha has proven
snowmobiles can be clean, efficient, and reliable all while maintaining strong performance. The RX-1
released in 2003 was the first performance-oriented four-stroke snowmobile to ever hit the market. It
was not, however, the first modern four-stroke snowmobile produced. That honor belongs to Arctic
Cat for their Yellowstone Special, released in 2000, which was designed as a rental sled that could
meet Yellowstone National Parks stringent emission requirement. However, the Yamaha received
much criticism for its weight disadvantage when compared to similar two-strokes, despite its 30
31. excellent fuel economy and low-range torque. Yamaha is now on the
cutting edge of four- stroke technology with the introducing of their 80FI engine Which is equipped
on the Phazer and Venture Lite models? This engine has one of the highest specific outputs of any
four-stroke in production, with 160 HP/L; Yamaha achieves this even without the use of a forced
induction system. Yamaha is also a key player in the "four-stroke wars", which are a series of
advertisements from opponent Ski- Doo who claim their 2-tec and power-tech equipped two-strokes
are still cleaner and more efficient than four-strokes, while Yamaha still claims the four-strokes are
cleaner. Yamaha also broke a multi-year absence from snow-cross in the winter of 2006-07 with
their introduction of a factory race team headed by former Arctic Cat racer Robbie Malinoski.
CURRENT LINE-UP Bravo Apex Attack Nitro FX Nitro Phazer (4th Generation) RS Rage
32. Bravo cory Enticer Exciter Phazer (1st-3rd Generations)
Mountain Max RX-1 SnoScoot Snow Sport SRV 540 SRX SRX 440 SX R SX
Viper/Venom Venture VK 540 VMAX VMAX SX Vmax Vmax-4 SNOWBLOWERS YT-600E
YT-600ED YT-660EDJ YS-870 YS-870J YS-1070 YT-1080ED YT-1080EX YT-1290EX
YT-1290EXR YS-1390A 32
HELICOPTERS Yamaha R-50 Yamaha R-MAX OUTBOARD MOTORS 4 stroke series 4
stroke jet drive series 2 stroke V6 2 stroke portable / mid range Full list KART ENGINES KT
KT100A2 OTHER VEHICLES Yamaha has also built engines for other manufacturers vehicles, most
notably the V-6 and V-8 engine for the Ford Taurus SHO. The Volvo XC90 uses a larger version of
the 33
34. same Yamaha V-8 engine. They also built Formula One racing
engines from the late 1980s to the mid 1990s, with little on track success. In 1991, Yamaha
developed its F1 engine supercar called the OX99-11 where two drivers sit in tandem in front of the
engine, but the project was canned due to the world recession and lack of interest. Yamaha also
tunes engines for other manufacturers, Toyota being one of them. Yamaha logos are, for instance,
found on the Toyota S engines. As well as the 2ZZ-GE utilized by Toyota, Pontiac, and Lotus.
Yamaha developed a prototype for a two-seater sports car with help of Albrecht Goertz. While the
Yamaha/Nissan partnership never progressed beyond the prototype stage, Toyota took up the
design and released the Toyota 2000GT. Yamaha is also one of the big 4 companies in the Personal
OH-U20-SB1 OH-U30-HS OH-U30-KA4 OH-U30-SB3 OH-U40-KA2 OH-U40-SB1
BUSINESS MACHINES Robot Surface mounter 34
35. MZ 360 Underground oil tank o My Tank Oil separator o Pattol series Food additive Gas heat
pump o M series o SH series o 3HP multi o Living mate o YCJ series 35 MZ 300 MZ 250 MZ
200 (New Model) MZ 175 MZ 125 MT 110 VLS o MZ series (4 stroke) MT 110 Pool CNC machine Golf car o G31E o G31AL Engine o MT
series (2 stroke)
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. scooterettes, 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 motorcycles, 100-125 cc
gearless scooters, etc. The characteristics of each of the three broad segments are discussed in
Table 1. Two-Wheelers: Comparative Characteristics Scooter Motorcycle Moped Price*(Rs. as in
January > 22,000 > 30,000 > 12,000 2008) 2-stroke, 4- Stroke Mainly 4-stroke 2-stroke stroke
Engine 90-150 100, 125, > 125 50, 60 Capacity (cc) Ignition Kick/Electronic Kick/Electronic
Kick/Electronic Engine Power 6.5-9 7-8 and above 2-3 (bhp) Weight (kg) 90-100 > 100 60-70 Fuel
Efficiency 50-75 50-80+ 70-80 (km per litre) Load High Highest Low Carrying 36
37. SEGMENT MARKET SHARE The Indian two-wheeler industry has
undergone a significant change over the past 10 years with the preference changing from scooters
and mopeds to motorcycles. The scooters segment was the largest till FY1998, accounting for
around 42% of the two-wheeler sales (motorcycles and mopeds accounted for 37% and 21 % of the
market respectively, that year). However, the motorcycles segment that had witnessed high growth
(since FY1994) became larger than the scooter segment in terms of market share for the first time in
FY1999. Between FY1996 and 9MFY2007, the motorcycles segment more than doubled its share of
the two-wheeler industry to 79% even as the market shares of scooters and mopeds stood lower at
16% and 5%, respectively. Over the past 10-15 years the demographic profile of the typical two-
wheeler customer has changed. The customer is likely to be salaried and in the first job. With a
younger audience, the attributes that are sought of a two-wheeler have also changed. Following the
opening up of the economy and the increasing exposure levels of this new target audience, power
and styling are now as important as comfort and utility. The marketing pitch of scooters has typically
emphasized reliability, price, comfort and utility across various applications. Motorcycles, on the
other hand, have been traditionally positioned as vehicles of power and style, which are rugged and
more durable. These features have now been complemented by the availability of new designs and
technological innovations. Moreover, higher mileage offered by the executive and entry-level models
has also attracted interest of two-wheeler customer. Given this market positioning of scooters and
motorcycles, it is not surprising that the new set of customers has preferred motorcycles to scooters.
With better ground clearance, larger wheels and better suspension offered by motorcycles, they are
well positioned to capture the rising demand in rural areas where these characteristics matter most.
Scooters are perceived to be family vehicles, which offer more functional value such as broader
seat, bigger storage space and easier ride. However, with the second-hand car market developing, a
preference for used cars to new two-wheelers among vehicle buyers cannot be ruled out.
Nevertheless, the past few years have witnessed a shift in preference towards gearless scooters
(that are popular among women) within the scooters segment. Motorcycles offer higher fuel
efficiency, greater acceleration and more environment- friendliness. Given the declining difference in
prices of scooters and motorcycles in the past few years, the preference has shifted towards
motorcycles. Besides a change in demographic profile, technology and reduction in the price
difference between motorcycles and scooters, another factor that has weighed in favor of
motorcycles is the high re-sale value they offer. Thus, the customer is willing to pay an up-front
premium while purchasing a motorcycle in exchange for lower maintenance and a relatively higher
resale value. 37
38. Manufacturers As the following graph indicates, the Indian two-
wheeler industry is highly concentrated, with three players-Hero Honda Motors Ltd (HHML), Bajaj
Auto Ltd (Bajaj Auto) and TVS Motor Company Ltd (TVS) - accounting for over 80% of the industry
sales as in FY2007. The other key players in the two-wheeler industry are Kinetic Motor Company
Ltd (KMCL), Kinetic Engineering Ltd (KEL), and LML Ltd (LML), Yamaha Motors India Ltd (Yamaha),
Majestic Auto Ltd (Majestic Auto), Royal Enfield Ltd (REL) and Honda Motorcycle & Scooter India
(P) Ltd (HMSI). Although the three players have dominated the market for a relative long period of
time, their individual market shares have undergone a major change. Bajaj Auto was the undisputed
market leader till FY2000, accounting for 32% of the two-wheeler industry volumes in the country
that year. Bajaj Auto dominance arose from its complete hold over the scooter market. However, as
the demand started shifting towards motorcycles, the company witnessed a gradual erosion of its
market share. HHML, which had concentrated on the motorcycle segment, was the main beneficiary,
and almost doubled its market share from 20% in FY2000 to 50% in FY2007 to emerge as the
market leader. TVS, on the other hand, witnessed an overall decline in market share from 22% in
FY2000 to 17% FY2007. The share of TVS in industry sales fluctuated on a year on year basis till
FY2003 as it changed its product mix but has declined since then. Technology Hitherto, technology
transfer to the Indian two-wheeler industry took place mainly through: licensing and technical
collaboration (as in the case of Bajaj Auto and LML); and joint ventures (HHML). A third form - that
is, the 100% owned subsidiary route - found favor in the early 2000s. A case in point is HMSI, a
100% subsidiary of Honda, Japan. Table 2 details the alliances of some major two-wheeler
manufacturers in India. Besides the below mentioned technology alliances, Suzuki Motor
Corporation has also followed the strategy of joint ventures (SMC reportedly acquired equity stake in
Integra Overseas Limited for manufacturing and marketing Suzuki motorcycles in India). 38
39. Technological tie-ups of Select Players Nature of Alliance Company
Product Bajaj Auto Technological tie-up Kawasaki Heavy Industries Motorcycles Ltd, Japan
Technological tie-up Tokyo R&D Co Ltd, Japan Two-wheelers Technological tie-up Kubota Corp,
Japan Diesel Engines HHML Joint Venture Honda Motor Co, Japan Motorcycles Tie up for Italjet,
Italy Scooters KEL manufacturing and distribution LML Technological tie-up Daelim Motor Co Ltd
Motorcycles Hero Motors Technological tie-up Aprilia of Italy Scooters With the two-wheeler market,
especially the motorcycle market, becoming extremely competitive and the life cycle of products
getting shorter, the ability to offer new models to meet fast changing customer preferences has
become imperative. In this context, the ability to deliver newer products calls for sound technological
backing and this has become one of the critical differentiating factors among companies in the
domestic market. Thus, the players have increased their focus on research and development with
some having indigenously developed new models as well as improved technologies to cater to the
domestic market. Further, with exports being one of the thrust areas for some Indian two- wheeler
companies, the Indian original equipment manufacturers (OEMs) have realized the 39
40. need to upgrade their technical capabilities. These relate to three main
areas: fuel economy, environmental compliance, and performance. In India, because of the cost-
sensitive nature of the market, fuel efficiency had been an interest area for manufacturers. It is not
only that the OEMs are increasing their focus on in-house R&D; they also provide support to the
vendors to upgrade the technology and also assist those striking technological alliances. TRENDS
IN THE TWO-WHEELER 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 more competitive. 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 Auto Eliminator and Royal Enfields Thunderbird followed by
HHMLs Karizma and Yamaha R15 and other sports bikes. The products in this segment cater for
style conscious consumers. Quite a few players are developing models combining features such as
higher engine capacity", optimum mix of power and performance, and superior styling. However, the
extent of shift to these products would depend on the positioning of such products in terms of price.
In the scooters segment, the market for plastic-bodied aromatic scooters continues 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 40
41. new technology (besides aromatic transmission) to further differentiate
themselves. Thus, the need to differentiate and create a niche has led to companies strengthening
their research and development (R&D) capabilities and reducing the development time for new
models. 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 Autos
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 Bike, 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 partners to source from their Indian partners and plans of global majors to
develop their Indian manufacturing unit as a sourcing hub may also lead to increase in two-wheeler
exports from India. 41
42. SWOT ANALYSIS Strengths: Yamaha Motor products extend from
land to sea and even into the skies, with manufacturing and business operations that include
everything from motorcycles, PSA electro-hybrid bikes, marine and power products to automotive
engines. Continuously does product improvement in accordance with demanding customers. The
distribution network of Yamaha Motors is very wide and spread across 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
underdog in the race to top. A series of unsuccessful and flop bikes have eroded the legacy of
RX100 and RD350. 42
43. 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. Consumers have become technology conscious and
Yamaha Motors have best 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 bikes which 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
models and price undercutting, too is a matter of concern as both the sales realization and operation
margins may come under pressure. 43
parlance refers to search for knowledge. Research is an academic activity and as such it is used in a
technical sense. According to Clifford Woody, research comprises defining and redefining problems,
formulating hypothesis or suggesting solutions, collecting, organizing and evaluating data, making
deductions and research conclusions to determine whether they fit the formulating hypothesis.
Primary objective: The research encompasses the primary objective of comparison and analysis of
Yamaha bikes with respect to other brands prevailing in the market i.e., Hero Honda, Honda, Bajaj,
TVS and Suzuki. The primary aim is to interpret the satisfaction level of customers using 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. It entails as to suggest Yamaha how to become a no. 1 customer oriented
company Secondary objective: 45
46. To go in detail, the research includes the study of comparative
satisfaction level of customers using different bike brands; the various areas where competitors
supersede and the areas where the competitors lack. Furthermore the research aims to find out the
relative market capitalization 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. Research Process
Extensive Literature Survey: Before starting the research in-depth study of the topic was done to
form a clear picture of what and how research is to be done. Formulating the Research Problem:
The next step was to find out the problem of the case. Then the problem was understood thoroughly
and rephrasing the same into meaningful terms from analytical point of view. This step is of greatest
importance in the entire research. Design of Questionnaire: A questionnaire was developed for the
survey. The questionnaire is of structured type. Most of the questions were based on 5 point bipolar
Liker Scale. Determining the Sample Size: Next step is to determine the number of to be targeted
from various ages, monthly salary, and gender. So a total of 200 people were surveyed. Collecting
the data: The data was collected from various class of people based on age, sex, income, location.
Analysis of Data: The data collected from various people was segregated into various categories in
order to analyze it. Analysis was done based on more than 22 different parameters. Generalization
and Interpretation: Data was tested and upheld several times, and then generalizations were drawn
from the analysis. Preparation for the report: Lastly report about the research is made. 46
47. Simple Random 47 Judgmental Sampling questionnaires Sampling: Non-Probability Sampling
Survey Primary data analysis Collection of Data: Qualitative Data Focus Group Research Design: Exploratory Research design
48. Sample Design: Sampling may be defined as the selection of the
some part of an aggregate or totality on the basis of which a judgment or interference about the
aggregate or totality is made. It is the process of obtaining information about entire population by
examining only a part of it in which generalizations or influences are drawn based on the sample
about the parameter of population from which samples are taken. Sample Size: A total of 200 people
have been questioned for the purpose of filling up the questionnaire. Details of the Survey
Conducted Sample Size 200 Target Population 20-25 years 25-30 years 30 and above Area
Covered Delhi/ New Delhi, Noida & Greater Noida & Semi-urban And Rural Areas Sampling
Judgmental Simple Random Type of Questionnaire Structured 5 point bipolar liker Scale Type of
Questions Close ended Questions 48
49. SCOPE OF STUDY The research was carried out to find factors which
influence customer satisfaction level to maximum level. The study projects that customer satisfaction
level change with change in various factors like during sales evaluation, during delivery of the
vehicle and after sales evaluation. This research is an attempt to provide feedback to Motorcycle
manufacturer Yamaha Motors India Ltd. so that they can bring about changes in various
departments of their organization which will help them in becoming Number 1 motorcycle brand in
India. For instance during research factors such as technology, maintenance, looks, style, brand
image, behavior of dealers, timely delivery of documents and bike and proper information about the
product were considered. This research would give necessary details to Yamaha motors so that it
could know the various factors that affect customer satisfaction level and then initiate appropriate
changes to make it Number 1 motorcycle brand in India. 49
50. 50
collection of first hand primary data from the respondents. The respondents necessarily were to be
bike users. They were exposed to a questionnaire containing different parameters for the evaluation
of their satisfaction level. The broad parameters were: During sales evaluation. During vehicle
delivery. After sales evaluation. It was expected that the respondents were honest while answering
the questions with proper consideration of the brand image of the bike they were currently using.
The questionnaire contained liker scaling to rate various parameters. The respondents were so
selected that they were representative of various segments of bike users. The respondents were
questioned on: Petrol pumps Service stations Educational institutes Vehicle showrooms Malls
Residential areas , and Factories The results and responses were recorded on a SPSS data
viewer (Statistical Package for Social Sciences) parameters were defined on a SPSS variable viewer
. The next step was to run the SPSS and acquire specific results pertaining to the research done.
The findings and analysis complementing to results are discussed in the chapters to follow. 52
54. DATA ANALYSIS 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) The parameters
were set up giving preference to non demographic factors more than demographic factors. The data
was analyzed on the total of 20 parameters as mentioned below: i. customers age ii. marital status
iii. profession iv. education v. attitude of dealer vi. Explanation of product features by the dealer. vii.
sales terms and conditions viii. product display in the showroom ix. cleanliness in showroom and
service station x. atmosphere xi. cleanliness of purchased bike xii. time taken in delivery xiii.
explanation of bike functions xiv. PDI and checks made xv. Time taken in documentation xvi.
Salesman follow up xvii. Reminder of first service xviii. Action to complains xix. Replacement
55. 1. Which age group of customer prefer bike most? Age Group 18-25
25-35 35-45 About 45 Percentage 65% 20% 10% 5% Age group of customers towards motor bike
70% 65% 60% 50% 40% Percentage 30% 20% 20% 10% 10% 5% 0% 18-25 25-35 35-45 About 45
Age Group Interpretation: 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. 2. How do
professional/occupational people show there preference towards motor bike? 55
56. Student 45% Service 40% Business 5% Self Employed 5% Others 5%
Professionally/Occup. attitude towards motor bike Self Employed, 5% Others, 5% Business, 5%
Student, 45% Service, 40% Student Service Business Self Employed Others Interpretation:
Occupationally and professional the motor bike has been used i.e. 45% preferred by student, in the
service level it is used 40% and the rest of used in business, self employed and for other purposes
used. 3. How do income wise customer show their interest towards motor bike? 56
57. 10000-15000 35% 15000-20000 40% 20000-50000 15% 50000-
100000 5% Above one lack 5% Incomewise customer attitude towards motor bike Above one lac 5%
50000-100000 5% 20000-50000 10000-15000 15% 35% 15000-20000 40% 10000-15000 15000-
20000 20000-50000 50000-100000 Above one lac Interpretation: In the base of economically, it is
used in the base of income i.e. 35% of income group 10,000-15,000, 40% of 15,000 - 20,0000, 15%
of income group of 20,000-50,000 and rest of used in the rarely above income of 50,000. 4 .Which
companys bikes customer would like to purchase? 57
58. Hero Honda 40% Bajaj 45% Yamaha 10% TVS 3% Honda 2% Bike &
Model like by all Yamaha Honda 10% 2% TVS 3% Hero Honda 40% Bajaj 45% Hero Honda Bajaj
Yamaha TVS Honda Interpretation: 40% motor Bike Company and its models liked by people of
Hero Honda, second position of Bajaj and third position of Yamaha and rest of TVS and other
companies. 5. Which features of a bike customer would like to prefer most while purchasing? Speed
40% 58
59. Power/BHP 5% Mileage 30% Design 5% Brand 5% Pick up 2% Color
5% Comfort 8% Bikes are generally adopt by Pick up, 2% Comfort, 8% Color, 5% Speed, 40%
Brand, 5% Design, 5% Power/BHP, Mileage, 30% 5% Speed Power/BHP Mileage Design Brand
Pick up Color Comfort Interpretation: 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. 6. How do
people come to know about bikes? TV 35% 59
60. Newspaper 15% Friend 12% Product Show 10% Family 8% Test Ride
2% Internet 10% Hoarding 8% People know about the bike through: Hoarding, 8% TV, 35% Internet,
10% Test Ride, 2% Family, 8% Product Show , 10% Friend, 12% New spaper, 15% TV Newspaper
Friend Product Show Family Test Ride Internet Hoarding Interpretation: 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. 7. Why did you purchase a bike? Brand Value 80% 60
61. Design 5% Publicity 14% Scheme 0% Gift 1% Why did you purchase
a bike? Brand Value, 80% 80% 70% 60% 50% Percentage 40% 30% 20% Publicity, 14% 10%
Design, 5% Sheme, 0% Gift, 1% 0% Brand Value Design Publicity Sheme Gift Purchase Group
Interpretation: The bike has purchased according to brand value, design, publicity and others base.
The common factor, in the present firstly brand value is the main factor i.e. 80% people has been
purchased any motor bike and 14% has been purchased having the main factor of publicity. 8. How
was your experience after using the bike? Good 20% Excellent 75% 61
62. Satisfactory 5% Not Good 0% Customer attitude towards experience?
Not Good 0% Satisfactry 5% Good 20% Excellent 75% Interpretation: 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. 62
63. 9. Where does customer want the servicing of his motor bike to be
done? Showroom 95% Road Mechanic 5% Customer attitude towards servicing of motor bike Road
Mechanic, 5% Showroom, 95% Showroom Road Mechanic Interpretation: The main important thing
that the motor bike servicing factors where it will be better do for that. 95% customers attitude
towards servicing of motor bike in showroom and rest of road mechanic. 63
64. 10. Do customers get full value of money for the bike they purchased?
Yes 100% No 0% Customer attitude towards full value of money with the product Yes, 100% No, 0%
Yes No Interpretation: 100% customers attitude has been found towards full value money have
taken over all the products. 11. Are customers satisfied with the performance of there bikes? 64
65. Yes 99.50% No 0.50% Consumer satisfaction towards bike products
No, 0.50% Yes, 99.50% Yes No Interpretation: Approximately 100% customer satisfaction level of
motor bike products and a rarely can say that no comments about it. 65
66. 12. Which type of brakes is mostly preferred by the customers? Disc
Brake 85% Drum Brake 15% Customer attitude towards Brakes favourite bike? Drum Brake, 15%
Disc Brake, 85% Disc Brake Drum Brake Interpretation: 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. 66
67. 13. Which types of wheels are mostly preferred by the customers?
Spoke Wheel 20% Alloy Wheel 80% Customer attitude towards types of wheel attracted? Spoke
Wheel, 20% Alloy Wheel, 80% Spoke Wheel Alloy Wheel Interpretation: 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. 67
68. 14. Are customers satisfied with the dealer services of their bikes?
Extremely Well 45% Very Well 50% Average Not Very Well 5% Not Well at All 0% Customer attitude
towards the feel the dealer services represent the current brand 50% 40% 30% Percentage 20%
10% 0% S1 Extremely Well Very Well Average Not Not Well at All Very Well Feeling Interpretation:
Yes, 50% customers has been highlight about brands and can have very well whenever 45%
extremely well and rest of average. 68
71. BRAND Hero Bajaj Honda TVS Suzuki Yamaha S Honda The chart
represents the analysis of the covered brands on the basis of different PARAM ETERS Gender Male
Male Male Male Male Male Marital Unmarrie Unmarried Unmarri Unmarri Married Unmarr status d
ed ed ied Profession Salaried Salaried Salaried Salaried Salaried Salaried Age 21-25 21-25 21-25
21-25 21-25 26-30 Education Graduate Graduate Graduate Graduate Graduate Graduat e Dealers
Good Good Good Good Good Good attitude Explanati Good Good Good Good Average Averag on
of e Of product feature Sales Very Good Good Average Good Averag terms and Good e Condition
Product Good Good Good Good Good Good display Cleanlines Good Good Good Good Good Good
s Atmosphe Good Good Good Good Average Good re Cleanlines Good Good Good Good Good
Good s of purchased Bike Timely Very Good Very Good Good Good delivery Good Good of bike
Explanati Good Good Good Average Average Good on of bike Function PDI and Good Good Good
Good Average Averag Check e Time Good Good Good Good Average Good taken in Document
ation Salesman Average Average Good Average Average Good follow up Remainde Good Poor
Average Poor Average Good r of first service Prompt Good Good Good Good Average Good action
to complaint 71 s Replacem Might or Might or Probabl Might or Might or Might ent might not might
not y Buy might might not or buy buy not buy buy might not buy
72. Interpretation: 1. Out of the six brands covered the respondents of
Suzuki are generally married while other brands have unmarried customers. 2. The average age of a
Yamaha customer comes out to be 26-30 years as compared to others brands average customers
age which is 21-25 years. 3. When explanation of product features comes into view; only Yamaha
customers rank them average; others says its good. 4. Hero Honda and Honda are most favored
brands when timely delivery of bike comes into picture. 72
73. 5. Suzuki customers says that they have to run after their dealers for
the documentation of the delivery done while others say they are satisfied. 6. Yamaha is best when
sales follow up after delivery is concerned. 7. The most important point that comes up after analysis
is that almost every brand of customer wants a change but Yamaha customers are generally loyal to
their brand. To conclude it can be said that almost every brand lacks in terms of sales follow up. So
this is the area where Yamaha can focus and position its bikes. Secondly, there is huge market for
bikes because almost every bike user wants to change its bike because of some or the other reason.
Lastly, Yamaha has a good market image but a minimum number of users are new. The most raring
point is that Yamaha in spite of having a low market share is able to retain most of its customers. 73
research has showed following gaps Average age 26-30 years. The average age of Yamaha bike
users was assumed to be 21-25 years. But from the survey it was found that the average age of
Yamaha bike users lie between 26-30 years of age. Profession Salaried; Young executives.
Before research students and young executives were considered to be the main customer of
Yamaha. But our research has shown that the salaried class is the main customer of Yamaha. 74
75. BHP 75 Pick-up Power Speed From the research it can be
easily inferred that the Yamaha customers are the most loyal customers as maximum number of
Yamaha bike users are those who have already used Yamaha bikes. While the number of new
customers are much less than that of other brands. Competitive advantage -
FURTHER RESEARCH There are various conclusions that can be arrived at regarding the Indian
two wheeler industry after the execution of this research. Still the research cannot be considered as
totally exhaustive. There are various areas that are beyond the scope of this research. This arises
the need and scope of further research in this area. Some of the possible arenas can be as follows:
Forecasting the market for two wheeler industry in coming 5 years. Study of consumer behavior of
Indian two wheeler industries. Developing a model for success of a particular brand on the basis of
arrived conclusions. 76
77. Developing a model of bike on the basis of responses of the
customers to stabilize in the market; determining the optimum combination of mileage and price. 77
Yamaha bikes have a poor mileage it needs to create a positive image in the mind of its customers.
They lack style and innovation. Yamaha lacks in aggressive marketing strategy. Indian
customers are mainly commuters and not bikers. Yamaha has no raring 150 cc range bike.
People having a halo image of RX-100. Yamaha has lost trust among Indian consumers by
producing bikes like YBX, Fazer and Libero. 78
79. High maintenance cost. Dearer accessories. Yamaha has no
vulnerable bike to compete with high mileage bikes of TVS and Hero Honda. 79
81. Apache Customers stress on quality as complimentary to looks. Mileage is what everybody
wants. In fact, the dealership of Delhi / New Delhi is found good having with customers attitude
and behavior to Dealership evaluation other than found of Noida then Greater Noida. 81 Pulsar
Hunk From the research following facts about Indian two wheeler
industries has been inferred: Age group 21-35 years Profession Mostly salaried Customers
are generally satisfied with attitude of dealers at the time of sales. Every brand of bikes has a poor
response in terms of sales follow up. Hero Honda is the most famous brand. Favored bikes in
todays date are
should introduce new bikes in the market. It will definitely make the market oligopolistic, but will
improve the condition of Yamaha. 2. BIKE IN 150 CC SEGMENT Yamaha does not have any
successful bike in 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 loyal customers 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
promotional campaigns to grab a larger piece of pie in the motorcycle segment. 6. Focus should be
on teenagers, young and executives as they represent largest portion of the bike user segment. 7.
Provide better sales follow up which almost every brand lacks the research 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 necessity so mileage should be a concern, so it needs
to create a better image in the mind of its customers regarding mileage. 83
85. 85
86. LIMITATIONS 1. Research was limited to only two wheeler motorcycle
industry. 2. Research was restricted to Noida only. 3. 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. 4. Sometimes it was very difficult to get the necessary
information as filling the questionnaire required time. 5. Research could have been wider in scope if
along with customer satisfaction level consumer behavior pattern was also studied. 86
88. Questioner 1. Which age group of customer prefer bike most? a. 18-25
b. 25-35 c. 35-45 d. about 45 2. How do professional/occupational people show there preference
towards motor bike? a. Student b. Service c. Business d. Self employed e. Others 3. How do income
wise customers show their interest towards motor bike? a. 10000-15000 b. 15000-20000 c. 20000-
50000 d. 50000-100000 e. Above 1 Lack 4 .Which Companys bikes customer would like to
purchase? a. Hero Honda b. Bajaj c. Yamaha d. TVS e. Honda 5. Which features of a bike customer
would like to prefer most while purchasing? a. Speed b. Power/BHP c. Mileage d. Design e. Brand f.
Pick-upg. Color h. Comfort 6. How do people come to know about bikes? a. T V b. Newspaper c.
Friend d. Product Show e. Family f. Test Ride g. Internet h. Hoarding 7. Why did you purchase a
bike? a. Brand Value b. Design c. Publicity d. Scheme e. Gift 88
89. 8. How was your experience after using the bike? a. Good b. Excellent
c. Satisfactory d. Not Good 9. Where do customers want the servicing of his motor bike to be done?
a. Show Room b. Road Mechanics 10. Do customers get full value of money for the bike they
purchased ? a. Yes b. No 11. Are customers satisfied with the performance of there bikes? a. Yes b.
No 12. Which type of brakes are mostly preferred by the customers? a. Disk Brake b. Drum Brake
13. Which types of wheels are mostly preferred by the customers? a. Spoke Wheel b. Alloy Wheel
14. Are customers satisfied with the dealer services of their bikes? a. Extremely Well b. Very Well c.
Average Well d. Not Well At All 89
Phone number .. State: Email id Address of the
.... Name of the
freelancer: A. Current motorbike, do you
think you would buy from the same dealer? (Please tick) a. Definitely buy b. probably buy c. Might or
might not buy d. Probably not buy e. definitely not buy Reasons
.. B. If you planning to buy a
new bike which brands it would be?
................................................................ C. If not same
company then Why?

91. D. If you think of buying a Yamaha bike in future which features will
make you buy? a. Mileage b. Style c. Color d. Power e. Brand f. Price g. Service h. BHP i. Pick up j.
Quality k. All purpose l. Maneuverability m. Speed n. Reliability o. riding comfort BIBLIOGRAPHY
BOOKS Kotler Philip, Keller Lane Kvin Marketing management 12th edition Pearson Education
P.No. 117,118,121. Ramaswamy V.S., Namakumari S. Marketing Management 3rd edition 2006
Macmillan Publications. P. No. 311,312 Kumar Arun, Minakshi N. Marketing Management Vikash
publication 1st edition 2006 P. No 213, 214 Kotler Philip, Koshy Abraham, Marketing
Management 13th Edition Pearson Education P.No.115, 116, 120. WEBSITES Software MS World MS
Paint 91