Summer Training Project Report On

A STUDY ON CUSTOMER BUYING BEHAVIOUR OF

YAMAHA TWO WHEELER BIKES

Submitted in partial fulfillment of the requirement for the

Award of the degree of
Master of Business Administration
Submitted By

Gyanendra Nishad
IMBA- 7th Sem.
Roll No. 1130675035

Under Supervision of
Kaleem Abbas

Session-2016-17
SCHOOL OF MANAGEMENT

BABU BANARSI DAS UNIVERSITY, LUCKNOW

1
CERTIFICATE

1
BONAFIDE CERTIFICATE

2
 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 Mr. Kaleem Abbas, General Manager, 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 thank. Sushil Pandey Sir (Dean of School of

Management), who inspired me to work on this project.

I am greatly indebted to all those persons who have helped me in some way or other in the

completion of the project.

GYANENDRA NISHAD
IMBA- 7th sem.
Roll no.-1130675035

3
 TABLE OF CONTENTS

CHAPTER PAGE NO.

Chapter.-1 INTRODUCTION
Chapter.-2 CRITICAL REVIEW OF LITERATURE
Chapter.-3 CORPORATE INTRODUCTION

Company profile

Industry profile

Products of Yamaha

SWOT checklist

Chapter.-4 RESEARCH METHODOLOGY

Research problem and objective

Research process

Research design

Scope of study
Chapter.-5 DATA COLLECTION AND

PRESENTATION
Chapter -6 GRAPHICAL DATA ANALYSIS AND ITS

INTERPRETATION
Chapter.-7 FINDINGS OF THE RESEARCH
Chapter.-8 GAPS IN LITERATURE REVIEW
Chapter-9 SCOPE OF FURTHER RESEARCH
Chapter.-10 PROBLEM IDENTIFICATION
Chapter.-11 CONCLUSION
Chapter.-12 SUGGESTIONS
Chapter -13 LIMITATIONS
Chapter -14 ANNEXTURE
Chapter -15 BIBLIOGRAPHY

4
 OBJECTIVE

To view the satisfaction level of customers for two wheelers

industries with special reference to YAMAHA Bikes

SUMMARY

RESEARCH METHODOLOGY :

The research had to be conducted through a survey based on questionnaires

Sample size

5
100 Respondent.

Brands covered

Yamaha

Bajaj

Honda

Tvs

Suzuki

Target Area

Lucknow

Sampling used

simple random

Scaling used

5 point likert scale .

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 analysed.

6
SUGGESTIONS :

Introduction of new brands. this 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 a 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 .

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.

7
 CHAPTER 1
INTRODUCTION
8
 INTRODUCTION

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.

9
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.

INCREASING NEED OF MARKETING RESEARCH

1) Growth and 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

10
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

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

11
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 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

12
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 organisation. 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, analysed 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.

CHAPTER 2
13
 CRITICAL REVIEW OF
LITERATURE

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

14
on other options the customer may have and other products against which the

customer can compare the organization's 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 customer's

expectation of performance and their perceived experience of performance. This

provides the measurer with a satisfaction "gap" which is objective and quantitative in

nature customer satisfaction equals 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.

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

15
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.

16
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.

Income group -

Upper middle class and high class

Profession Students and young executives

Prime focus

Style

Performance

Value of money

17
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 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

18
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

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 CHAPTER 3
CORPORATE
INTRODUCTION

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.

21
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).

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.

22
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

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. Everyone's contribution is equally important for

our success.

Frank & Fair Organization

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

listen to others and participate in healthy & frank discussions to achieve the

organization's goals.

Manufacturing Process:

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

(Haryana) and Surajpur (Uttar Pradesh). Currently 10 models roll out of the two Yamaha

Plants.

The infrastructure at both the plants supports production of motorcycles and it's parts for

the domestic as well as oversees market. At the core are the 5-S and TPM activities that

fuel our agile Manufacturing Processes. 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:

24
 For society, for the world

Yamaha works to realize

Our corporate mission of realizing Kando

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

defined by the concepts 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.

25
26
 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

27
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.

28
While the demand drivers listed here operate at the broad level, segmental demand is

influenced by segment-specific factors.

29
 YAMAHA PRODUCTS

Yamaha Motor Company Limited - a Japanese motorized vehicle-producing company

(whose HQ is at 2500 Shingai, Iwata, Shizuoka), is part of the Yamaha Corporation. After

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

Genichi Kawakami took Yamaha into the field of motorized vehicles on July 1, 1955. The

company's intensive research into metal alloys for use in acoustic pianos had given

Yamaha wide knowledge of the making of lightweight, yet sturdy and reliable metal

constructions. This knowledge was easily applied to the making of metal frames and motor

parts for motorcycles. Yamaha Motor is the world's 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.

30
RACING HERITAGE

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

different competitions in many different areas, for example both road and off road racing,

also Yamaha has had great success with riders such as Bob Hannah, Heikki Mikkola,

Kenny Roberts, Chad Reed, Jeremy McGrath, Stefan Merriman, Wayne Rainey, and the

latest, Valentino Rossi. Yamaha is known to those who are older in age as the designer of

the modern motocross bike, as they were the first to build a production mono-shock

motocross bike (1975 for 250 and 400, 1976 for 125) and one

of the first to have a water-cooled motocross production bike (1981, but 1977 in works

bikes).

Since 1962 ,Yamaha produced production road racing grand prix motorcycles that any

licensed road racer could purchase. In 1970, Non-factory "privateer" teams dominated the

250cc World Championship with Great Britains Rodney Gould winning the title on a

Yamaha 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.

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ELECTRICAL VEHICLES

MOTORCYCLES

Yamaha Alba

Yamaha Frog

Yamaha Libero

Yamaha Gladiator

Yamaha Mest

Yamaha Eccy

Yamaha Passol

Yamaha EC-02

Yamaha Passol-L

Yamaha Yz85

Yamaha V-Star

Yamaha YZF-R1

Yamaha FZ1

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MOPEDS

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 Neo's

Yamaha BW'S

Yamaha Morphous

Yamaha XF50X (C3/Vox/Giggle)

Yamaha FS1 (Yamaha FS1E)

Yamaha Lagend

Yamaha DT50

Yamaha TZR

Yamaha QT50

GOLF CARTS

Yamaha

Yamaha Drive

33
PERSONAL WATERCRAFT

Wave Runner

WHEELCHAIRS

JW Active

JW-IB

Nesquick sponsored Race chair

WHEELCHAIR UPGRADE PARTS

JWX-1

JW-II

JW-I

Wetard chair 85

ALL-TERRAIN VEHICLES

BW80 / 200 / 350

YFZ450

Raptor 80 / 350 / 660 / 700

Blaster 200

Banshee 350

34
 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 stroke. 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 Park's stringent emission

requirement. However, the Yamaha received much criticism for its weight disadvantage

when compared to similar two-strokes, despite its 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

35
which is equipped on the Phazer and Venture Lite models. This engine has one of the

highest specific output 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-tek 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 sno-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

Nytro

FX Nytro

Phazer (4th Generation)

RS Rage

RS Vector

RS Venture

VK Professional

SIGNIFICANT PREVIOUSLY PRODUCED MODELS

36
 Bravo

coRy

Enticer

Exciter

Phazer (1st-3rd Generations)

Mountain Max

RX-1

SnoScoot

Sno Sport

SRV 540

SRX

SRX 440

SX R

SX Viper/Venom

Venture

VK 540

VMAX

VMAX SX

Vmax

Vmax-4

SNOW BLOWERS

37
 YT-600E

YT-600ED

YT-660EDJ

YS-870

YS-870J

YS-1070

YT-1080ED

YT-1080EX

YT-1290EX

YT-1290EXR

YS-1390A

YS-1390AR

YAMAHA-R15

REMOTE-CONTROLLED HELICOPTERS

Yamaha R-50

Yamaha R-MAX

OUTBOARD MOTORS

4 stroke series

4 stroke jet drive series

38
 2 stroke V6

2 stroke portable / mid range

Full list

KART ENGINES

KT SERIES 2 STROKE

KT100SD

KT100SC

KT100SEC

KT100SP

KT100J

KT100AX

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 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 engined 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.

39
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 water craft market.

WATER PURIFIER

ALKALION PURIFIER

OH-A21N

PURIFIER
OH-U20-SA2

OH-U20-SB1

OH-U30-HS

OH-U30-KA4

OH-U30-SB3

OH-U40-KA2

OH-U40-SB1
BUSINESS MACHINES
Robot

Surface mounter

Pool

CNC machine

Golf car

o G31E

40
o G31AL

Engine

o MT series (2 stroke)

MT 110

MT 110 VLS

o MZ series (4 stroke)

MZ 125

MZ 175

MZ 200 (New Model)

MZ 250

MZ 300

MZ 360

Underground oil tank

o My Tank

Oil separator

o Pattol series

Food additive

Gas heat pump

o M series

o SH series

41
 o 3HP multi

o Living mate

o YCJ series

MARKET CHARACTERSTRICS

DEMAND SEGMENT 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

42
Engine
90-150 100, 125, > 125 50, 60
Capacity (cc)
Ignition Kick/Electronic Kick/Electronic Kick/Electronic
Engine
6.5-9 7-8 and above 2-3
Power (bhp)
Weight (kg) 90-100 > 100 60-70
Fuel

Efficiency 50-75 50-80+ 70-80

(km per litre)

Load
High Highest Low
Carrying

43
 SEGMEN 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

44
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 favour 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.

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), 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).

45
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).

Nature of Alliance Company Product

Bajaj Auto Technological tie- Kawasaki Heavy Motorcycle

up Industries Ltd, Japan s

46
 Technological tie- Tokya R&D Co Ltd, Two-

up Japan wheelers
Technological tie- Kubota Corp, Japan Diesel

up Engines
HHML Joint Venture Honda Motor Co, Japan Motorcycle

s
Tie up for Italjet, Italy Scooters

KEL manufacturing

and distribution
LML Technological tie- Daelim Motor Co Ltd Motorcycle

up s
Hero Motors Technological tie- Aprilia of Italy Scooters

up
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 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 ances.

47
INCREASING FOCUS ON EXPORTS:

For the first nine months of FY2007, two-wheeler exports increased by 37% over the

corresponding previous, led mainly by motorcycles even as exports of other two-wheelers

were healthy. While motorcycle exports increased by 40%, scooter and moped exports

increased by 29% and 27% respectively.

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

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

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

export markets, there have been instances of tie-ups with the technology partners. Bajaj

Auto's tie-up with Kawasaki to jointly market Bajaj products in

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

Corporation has been appointed as exclusive distributors to market select Bajaj two-

wheelers that include Byk, Caliber 115 and Wind 125. These vehicles are being sent to

Philippines in the completely built unit (CBU) form. Other strategy of expanding

international presence considered by few players is that of setting up assembly lines in

select South East Asian countries either on their own or in partnership with local players.

Besides, plans of select overseas technology 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.

48
 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
CHAPTER 4
RESEARCH
METHODOLOGY

50
RESEARCH PROBLEM AND OBJECTIVE:

Research in common 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:

To go in details, 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.

51
 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

Likert 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.

52
Research Design:

Exploratory Research design

Focus Group

Primary data analysis

Collection of Data:

Qualitative Data

Survey

questionnaires

Sampling:

Non-Probability Sampling

Judgmental Sampling

Simple Random

53
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 100 people have been questioned for the purpose of filling up the

questionnaire.

Details of the Survey Conducted

Sample Size 100

Target Population 20-25 years
25-30 years
30 and above
Area Covered LUCKNOW
Sampling Judgmental Simple Random
Type of Questionnaire Structured 5 point bipolar Likert
Scale
Type of Questions Close ended Questions

54
 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.

55
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.

56
 CHAPTER 5

DATA COLLECTION
AND INTERPRETATION

57
 DATA COLLECTION AND INTERPRETATION

The research required 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 likert 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 .

58
 CHAPTER 6
GRAPHICAL DATA
ANALYSIS

59
 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. cleaniness 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 condition
xx.

60
 GRAPHICAL DATA INTERPRETATION

1. Which age group of customer prefer bike most?

Age Group 18-25 25-35 35-45 About 45

Percentage 65% 20% 10% 5%

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?

61
 Student 45%

Service 40%

Business 5%

Self Employed 5%

Others 5%

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 ?

10000-15000 35%

62
 15000-20000 40%

20000-50000 15%

50000-100000 5%

Above one lack 5%

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?

Hero 40%

Bajaj 45%

Yamaha 10%

TVS 3%

63
 Honda 2%

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%

Power/BHP 5%
Mileage 30%
Design 5%

64
 Brand 5%
Pick up 2%
Color 5%
Comfort 8%

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%

Newspaper 15%

Friend 12%

Product Show 10%

65
 Family 8%

Test Ride 2%

Internet 10%

Hoarding 8%

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%

Design 5%

Publicity 14%

Scheme 0%

66
 Gift 1%

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%

Satisfactory 5%

67
 Not Good 0%

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.

9. Where do customer want the servicing of his motor bike to be done ?

Showroom 95%

Road Mechanic 5%

68
 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.

10. Do customers get full value of money for the bike they purchased ?

Yes 100%

No 0%

69
 Interpretation:

1 100% customers attitude has been found towards full value money has taken over all

the products.

11. Do you have your own bike ?

RESPONSES NUMBER OF PERCENTAGE
RESPONDENTS

YES 45 90%

NO 5 10%

70
 12. Which company bike do you have at present ?

COMPANIES RESPONDENTS PERCENTAGE

HONDA 26 52%

71
BAJAJ 14 28%

TVS SUZUKI 5 10%

HERO MOTO CORP 5 10%

13. Whom do you prefer for purchasing bikes ?

SOURCES RESPONDENTS PERCENTAGE

NEWSPAPER 5 10%

FRIENDS 32 64%

72
TV ADVERTISEMENTS 9 18%

OTHER 4 8%

14. Who is the decision maker for purchasing bike in your family ?

SOURCES RESPONDENTS PERCENTAGE

FATHER 11 22%

MOTHER 5 10%

SELF 34 68%

73
OTHER 0 0

15. What is your mode of purchasing bike ?

MODE RESPONDENTS PERCENTAGE

BY CASH 30 60%

BY LOAN 20 40%

74
 16. For which purpose you use bike ?

PURPOSE RESPONDENTS PERCENTAGE

OFFICE 16 32%

TRAVELLING 12 24%

BOTH 19 38%

OTHERS 3 6%

75
 17. Why did you prefer this brand over other brand ?

ATTRIBUTES RESPONDENTS PERCENTAGE

QUALITY 17 34%

FEATURES 11 22%

AVAILABILITY 8 16%

PRICE 14 28%

76
 18. Will you prefer another bike if price is reduced ?

RESPONSES RESPONDENTS PERCENTAGE

YES 35 70%

NO 15 30%

77
 19. Which type of bike you prefer for travelling ?

CAPACITY RESPONDENTS PERCENTAGE

100 cc 21 42%

150 cc 13 26%

125 cc 11 22%

MORE THAN 150 cc 5 10%

78
 20. Do you think advertisement create more awareness of bikes ?

RESPONSES RESPONDENTS PERCENTAGE

YES 33 66%

NO 8 16%

CANT SAY 9 18%

79
 CHAPTER 7

FINDINGS OF RESERCH

80
 BRANDS Hero Bajaj Honda TVS Suzuki Yamaha
PARAMETERS
Gender Male Male Male Male Male Male
Marital status Unmarried Unmarried Unmarried Unmarried Married Unmarried
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 Graduate
Dealers attitude Good Good Good Good Good Good
Explanation of Good Good Good Good Average Average
Of product
feature
Sales terms and Very Good Good Good Average Good Average
Condition
Product display Good Good Good Good Good Good
Cleanliness Good Good Good Good Good Good
Atmosphere Good Good Good Good Average Good
Cleanliness of Good Good Good Good Good Good
purchased
Bike
Timely delivery Very Good Good Very Good Good Good
of bike Good
Explanation of Good Good Good Average Average Good
bike
Function
PDI and Check Good Good Good Good Average Average

81
Time taken in Good Good Good Good Average Good
Documentation
Salesman Average Average Good Average Average Good
follow up
Remainder of Good Poor Average Poor Average Good
first service
Prompt action Good Good Good Good Average Good
to complaints
Replacement Might or Might or Probably Might or Might or Might
might not might not Buy might not might not or might
buy buy buy buy not buy

The chart represents the analysis of the covered brands on the basis of different

parameters

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.

82
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.

83
 CHAPTER 8
GAPS IN LITERATURE

GAPS IN LITERATURE

The 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.

84
 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 .

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 -

Speed

Power

Pick-up

BHP

85
 CHAPTER 9
SCOPE OF FURTHER
RESEARCH

SCOPE OF 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 can not be

considered as totally exhaustive . there are various areas that are beyond the scope of this

86
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 industry .

Developing a model for success of a particular brand on the basis of arrived

conclusions.

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.

87
 CHAPTER 11
CONCLUSION

CONCLUSION

From the research following facts about Indian two wheeler industry has been inferred:

Age group

21-35 years

88
 Profession

Mostly salaried

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

Every brand of bikes have a poor response in terms of sales follow up.

Hero Honda is the most famous brand.

Favored bikes in todays date are

Hunk

Pulsar

Apache

Customers stress on quality as complimentary to looks.

Mileage is what everybody wants.

In fact, the dealership of Lucknow is found good and trhe customers are satisfied

and show a good attitude towards the company.

89
 CHAPTER 10
PROBLEM
IDENTIFICATION

PROBLEMS IN YAMAHA

Yamaha bikes have a poor mileage it needs to create a positive image in the mind of

its customers .

90
 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.

High maintenance cost.

Dearer accessories.

Yamaha has no vulnerable bike to compete with high mileage bikes of TVS and

Hero Honda.

91
CHAPTER 12
SUGGESTIONS

92
 SUGGESTIONS

1. INTRODUCTION OF NEW BRANDS Yamaha 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 has any successful bike in this
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.

93
CHAPTER 13
LIMITATIONS

94
 LIMITATIONS

1. Research was limited to only two wheeler motorcycle industry.

2. Research was restricted to lucknow 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.

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CHAPTER 14
ANNEXURE

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 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

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 8. How was your experience after using the bike?

a. Good b. Excellent c. Satisfactory d. Not Good

9. Where do customer 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 . Do you have your own bike?

(A) Yes [ ] (B) No [ ]
If yes then,
12.Which company bike do you have at present?
Company------------------------
13.Whom do you refer for purchasing bike?
(A)Newspaper [ ] (B) Friends [ ]
(C) TV advertisements [ ] (D) Others [ ]
14. Who is the decision maker for purchasing bike in your family?
(A) Father[ ] (B) Mother [ ]
(C) Self [ ] (D) Other [ ]
15.What is your mode of purchase bike?
(A) By cash [ ] (B) By loan [ ]
16.For which purpose you use bike?
(A)Office [ ] (B) Travelling [ ]
(B)Both [ ] (C) Others [ ]

17.Why did you prefer this brand over other brand?

(A) Quality [ ] (B) Features [ ]
(C) Availability [ ] (D) Price [ ]
18. Will you prefer another bike if price is reduced ?

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(A) Yes [ ] (B) No [ ]
19. Which type of bike you prefer for travelling?
(A) 100cc [ ] (B) 150cc [ ]
(C) 125cc [ ] (D) More than 150cc [ ]
20. Do you think advertisements create more awareness of bikes?
(A) Yes [ ] (B) No [ ]
(C) Cant say [ ]

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 Publicaton. 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.

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 WEBSITES

www.indianauto.com

www.yamaha-motors-india.com

www.bikes.com

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