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EXCEL International Journal of Multidisciplinary Management Studies ________________ ISSN 2249- 8834

EIJMMS, Vol.5 (6), JUNE (2015)
Online available at zenithresearch.org.in

CUSTOMER SATISFACTION TOWARDS YAMAHA BIKE FZ,
AMBATTUR, CHENNAI

A.K.SUBRAMANI*, E.ELAVARASAN** AND A.DAVID RAJ***
*
ASSISTANT PROFESSOR,
VEL TECH BUSINESS SCHOOL, VEL TECH UNIVERSITY,
AVADI, CHENNAI – 600062, TAMILNADU, INDIA.
**
I YEAR M.B.A,
VEL TECH BUSINESS SCHOOL, VEL TECH UNIVERSITY,
AVADI, CHENNAI – 600062. TAMILNADU, INDIA.
***
I YEAR M.B.A,
VEL TECH BUSINESS SCHOOL, VEL TECH UNIVERSITY,
AVADI, CHENNAI – 600062. TAMILNADU, INDIA.

ABSTRACT:
Automobile sector is one of the evergreen part in everyone life. India is one of the biggest
manufacturer and producer of two-wheelers in the world. It stands next only to Japan and China
in terms of the number of two-wheelers produced and domestic sales respectively. The Indian
two-wheeler industry made a small beginning in the early 50s when Automobile Products of
India (API) started manufacturing scooters in the country. Customer satisfaction is the degree of
satisfaction provided by the goods or services of a company as measured by the number of repeat
customers. The main objective of the study is to find out the customer satisfaction and loyalty
towards Yamaha bike FZ. Descriptive research is followed in this research. The universe of the
population includes the respondents who are the customers of Yamaha bike FZ, located at
Ambattur. The samples (i.e. sample size 50) were selected among the customers of Yamaha bike
FZ, located at Ambattur for this research. The major findings of the study are, Most (92%) of the
respondents opined that Yamaha has improved after Yamaha FZ bike and Majority (60%) of the
respondents said that they are using bike for fun riding and it is recommended that the Yamaha
bike FZ may try to keep all types of models and all brands as per the requirement of local people
in that locality. From the research, it is concluded that the demographic variables such as age
group, gender and occupation are having less impact on the factors of customer’s satisfaction.
The research outcome also indicates that, most of the customers are satisfied towards Yamaha
bike FZ with respect to the chosen factors.

KEYWORDS: Automobile, Customer loyalty, Customer satisfaction, Two wheelers, Yamaha
bike FZ.

I. INTRODUCTION
“A market is never saturated with a good product, but it is very quickly saturated with a bad one.
- Henry Ford”
Industry volume growth in 5m 2014-15 gears up to 14.8% the fastest pace of growth since
2014. The Indian two-wheeler (2W) industry, the largest in the world in terms of volumes, had
demonstrated positive volume growth in the last three years (2011-14) even when some of the

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EXCEL International Journal of Multidisciplinary Management Studies ________________ ISSN 2249- 8834
EIJMMS, Vol.5 (6), JUNE (2015)
Online available at zenithresearch.org.in

other automobile segments such as passenger vehicles and commercial vehicles experienced
volume contraction in at least one of the last three fiscals. In 5m 2014-15, the 2W industry’s
growth was even stronger with sales volumes expanding by a healthy 14.8%, the fastest pace of
growth since 2010-11. While strong demand for scooters (contributed 27% to domestic 2W
industry sales volumes in 5m 2014-15) has been the primary driving force behind overall 2W
industry expansion in the last three years, the motorcycle segment’s contribution to 2W industry
growth too gained force in 5m 2014-15 by virtue of greater replacement demand and new model
launches by various Original Equipment Manufacturers (OEMs).

II. COMPANY PROFILE
Yamaha made its initial foray into India in 1985. In August 2001, Yamaha India became a
100% subsidiary of Yamaha Motor Co., Ltd, Japan (YMC). In 2008, Mitsui & Co., Ltd. entered
into an agreement with YMC to become a joint-investor in the motorcycle manufacturing
company "India Yamaha Motor Private Limited (IYM)".IYM's manufacturing facilities comprise
of 2 State-of-the-art Plants at Faridabad (Haryana) and Surajpur (Uttar Pradesh). The
infrastructure at both the plants supports production of motorcycles and parts for the domestic as
well as overseas markets. The Surajpur plant was established in 1984. The state–of-the-art
Assembly plant at Surajpur was inaugurated on 6th July’09 and is spread over an area of 36,000
Sq. Mts. It has the capacity to produce 1 million motorcycles and scooters annually. This fully
integrated assembly plant is built on the lines of Yamaha’s globally tried, tested and successfully
implemented standards and meets the global quality benchmarks.

III. OBJECTIVE OF THE STUDY:
 To study the customer satisfaction towards Yamaha FZbikes in Chennai (Ambattur
zone).
 To know customer satisfaction level regarding product & service.
 To evaluate the customer preferring the brand quality

IV. LIMITATIONS OF THE STUDY
 The study is conducted in Yamaha show rooms located in Ambattur with 50 respondents.
 The respondents’ response may have the bias, which may not give true picture about the
chosen research topic.
 The sampling unit chosen is Yamaha bike show rooms located in Ambattur, the survey
result may vary in other locations, based on the kind of services provided at other stores.

V. RESEARCH METHODOLOGY
Descriptive research is followed in this research. The universe of the population includes
the respondents who are the customers of Yamaha bike Fz, located at Ambattur. The samples
(i.e. sample size 50) were selected among the customers of Yamaha show rooms, located at
Ambattur for this research. The samples were chosen from the population, by using Convenience
sampling technique (i.e. Non-probability sampling technique), because the exact population size
is unknown and the accessibility of the customer is difficult. Survey method of data collection
was used in this research. The primary data were collected using structured questionnaire.

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EXCEL International Journal of Multidisciplinary Management Studies ________________ ISSN 2249- 8834
EIJMMS, Vol.5 (6), JUNE (2015)
Online available at zenithresearch.org.in

VI. DATA ANALYSIS AND INTERPRETATION:
1. FREQUENCY ANALYSIS:
Table 1 Frequency Analysis – Classification of respondents
S.no Particulars Frequency Percentage
1. Age
18-25years 37 74
25-35years 4 8
35-45years 5 10
Above 45 years 4 8
2. Gender
Male 37 74
Female 13 26
3. Occupation:
Student 30 60
Employee 9 18
Self-employed 10 20
(Source: Primary Data)
INFERENCE:
From the table 1, it is inferred that majority (74%) of the respondents are between the age
group of 18-25 years. Majority of the respondents (74%) of the respondents are male. Majority
(60%) of the respondents belongs to thestudentcategory.

Table 2: Frequency Table- Customer Satisfaction
S.No Particulars Frequency Percent
1 Purpose of using bike
Fun riding 30 60
Office purpose 7 14
College purpose 13 26
2 Purchase of bike
Yamaha 27 54
Bajaj 10 20
Hero Honda 13 26
3 Experience of using bike
Excellent 2 4
Good 3 6
Satisfactory 13 26
Poor 12 24
Very poor 20 40
4 How do you know Yamaha FZ.
TV 23 46
Newspaper 15 30
Internet 6 12
Others 6 12
5 Yamaha improved after Yamaha FZ
Yes 46 92
No 4 8

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EXCEL International Journal of Multidisciplinary Management Studies ________________ ISSN 2249- 8834
EIJMMS, Vol.5 (6), JUNE (2015)
Online available at zenithresearch.org.in

6 Seen Yamaha FZsports bike
Yes 43 86
No 6 12
7 What motorbike you want to purchase
125cc 10 20
130cc 7 14
150cc 27 54
Above 150cc 6 12
(Source: primary data)
From the table 2, it is inferred that majority(60%) of the respondents said that they are
using bike for fun riding andmajority (54%) of the respondents preferred to purchase Yamaha
bikes in future. 26% of the respondents are just satisfied with the Yamaha FZ bikes. customers
say that they purchase Yamaha bikes.46% of the respondents said that the source of awareness
about Yamaha FZ bike is Television advertisement. Most (92%) of the respondents opined that
Yamaha has improved after Yamaha FZ bike. Most (86%) of the respondents said that they have
seen Yamaha FZsports bike. Majority (54%) of the respondents said that they want to purchase
150cc motorbike.
Table 3. Frequency table – Satisfaction of Customers
S.No Particulars Frequency Percent
1 What brake you prefer
Disk brake 31 62.0
Drum brake 15 30.0
Others 4 8.0
2 What type of wheel
Spoke wheel 12 24.0
Alloy wheel 35 70.0
Others 3 6.0
3 Where do you service your bike
Showroom 34 68.0
Road mechanic 14 28.0
Others 2 4.0
4 Yamaha FZis successful in India
Yes 46 92.0
No 4 8.0
(Source: Primary Data)

From the table 3, it is inferred that majority (62%) of the respondents prefer disk brake
and majority (70%) of the respondents prefer alloy wheel. Majority (68%) said that they service
their bikes at the showroom. Most (92%) of the respondents opined that Yamaha FZ is successful
in India.

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EXCEL International Journal of Multidisciplinary Management Studies ________________ ISSN 2249- 8834
EIJMMS, Vol.5 (6), JUNE (2015)
Online available at zenithresearch.org.in

2. Mean and standard Deviation
Table 4. Mean and Standard - Factors of customer satisfaction
S.NO Particulars Gender Mean Std. Deviation
Male 3.61 1.220
1 Look
Female 4.83 0.389
Male 3.32 1.254
2 Mileage
Female 4.50 0.522
Male 3.47 1.268
3 Speed
Female 4.67 0.492
Male 3.55 0.645
4 Price
Female 4.67 0.492
Male 3.47 1.033
5 Service
Female 4.83 0.389
Male 3.55 1.083
6 Engine CC
Female 4.42 0.515
Male 3.68 1.165
7 Model facility
Female 4.83 0.389
Male 3.53 1.224
8 Advertisement
Female 5.00 0.000
Male 3.82 1.036
9 Version 2.0
Female 4.58 0.515
Male 3.68 1.118
10 Accessories
Female 4.58 0.515

(Source: Primary Data)

Female customers are more satisfied with the Look, Mileage, Speed, Price, Service, Engine CC,
Model Facility, Advertisement, Version 2.0 and accessories having mean value more tan 4.00.

3. INDEPENDENT SAMPLE T-TEST:
HYPOTHESIS 1
Null Hypothesis:
There is no significant difference between male and female respondents with respect to the
overall satisfaction towards Yamaha FZ Bike.

Table 5 t-test for significant difference between male and female respondents with respect
to the overall customer satisfactiontowards Yamaha FZ Bike.
S.No Particulars Gender Mean Std. Deviation t value p value
1. Male 3.74 0.915 0.454 0.389
Look
Female 3.62 0.983
2. Male 3.61 0.656 0.344 0.307
Mileage
Female 3.54 0.761
3. Male 3.96 1.022 1.513 0.038*
Speed
Female 3.42 1.391
4. Male 3.96 1.022 0.112 0.313
Price
Female 3.92 1.055
5. Male 3.70 0.822 -1.335 0.963
Service
Female 4.04 0.958

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EXCEL International Journal of Multidisciplinary Management Studies ________________ ISSN 2249- 8834
EIJMMS, Vol.5 (6), JUNE (2015)
Online available at zenithresearch.org.in

6. Male 3.91 0.900 -0.209 0.402
Engine CC
Female 3.96 0.720
7. Male 4.04 0.825 0.520 0.956
Model Facility
Female 3.92 0.796
8. Male 3.91 0.900 1.261 0.595
Advertisement
Female 3.62 0.752
9. Male 4.17 0.937 -0.659 0.737
Version 2.0
Female 4.35 0.892
10 Male 4.22 0.998 -0.053 0.513
Accessories Female 4.23 0.765
Female 4.35 0.892
(Source: Primary Data)
INFERENCE:
From the above table, it is inferred that p value of speed of Yamaha FZ is 0.038, in which
null hypothesis is rejected and alternative hypothesis is accepted at 5% level of significance.
Hence it is concluded that there is a significant difference between male and female respondents
with respect to the speed of Yamaha FZ Bike. P value with respect to all other factors of
customer satisfaction is greater than 0.05, so the null hypothesis is accepted and alternative
hypothesis is rejected at 5% level of significance. Hence it is concluded that the there is no
significant difference between the male and female respondents with respect to factors of
customer satisfaction.

VII. DISCUSSIONS:
 Majority (74%) of the respondents are between the Age group of 18-25 years. Majority of
the respondents (74%) of the respondents are male. Majority (60%) of the respondents
belongs to the student category.
 Majority (60%) of the respondents said that they are using bike for fun riding.
 Majority (54%) of the respondents preferred to purchase Yamaha bikes in future.
 26% of the respondents are just satisfied with the Yamaha FZ bikes. customers say that
they purchase Yamaha bikes.
 46% of the respondents said that the source of awareness about Yamaha FZ bike is
Television advertisement.
 Most (92%) of the respondents opined that Yamaha has improved after Yamaha FZ bike.
 Most (86%) of the respondents said that they have seen Yamaha FZ sports bike.
 Majority (54%) of the respondents said that they want to purchase 150cc motorbike.
 There is no significant difference between the male and female respondents with respect
to factors of customer satisfaction excluding speed of Yamaha FZ bike.

VIII. SUGGESTIONS:
 Yamaha can introduce more bike models for women and girls to even to satisfy make
female customers.
 More bikes with alloy wheels can be introduced in the market to increase the customer’s
satisfaction level.
 More advertisements about Yamaha FZ can be given to popularize it more in the Indian
market.

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EXCEL International Journal of Multidisciplinary Management Studies ________________ ISSN 2249- 8834
EIJMMS, Vol.5 (6), JUNE (2015)
Online available at zenithresearch.org.in

IX. CONCLUSION:
The project entitled “A Study on Customer Satisfaction towards Yamaha FZ”. The overall
analysis of the study indicated that at present most of the customers are overall satisfied towards
Yamaha FZbike.

WEB REFERENCES
1. Http://businesstoday.intoday.in/story/small-brands-in-india-yamaha/1/184745.html
2. http://indianexpress.com/article/lifestyle/life-style/indias-homegrown-bike-that-survived-
despite-fz-wars/
3. http://www/fz.com
4. http://www/facebook.com/pages/yamaha-fz /352820401410017?ref=brat

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