Professional Documents
Culture Documents
Customer Satisfaction YAMAHA MOTORS
Customer Satisfaction YAMAHA MOTORS
seen as a key performance indicator within business and is part of the four
appear in print more frequently than any other catch phrase used to describe
a new found magic for industrial success. Before we proceed in to the study
Customer satisfaction is a concept that more and more companies are putting
at the heart of their strategy, but for this to be successful they’re needs to be
clarity about, what customer satisfaction means and what needs to happen to
drive improvement.
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NEED OF THE STUDY:
important that these which the company produces should satisfy the needs of
customers.
2
OBJECTIVES OF THE STUDY:
3
SCOPE OF THE STUDY:
Brand.
From the company point of view it gets the feedback and
many are aware of the brand and to know about the industry.
4
However I have tried my best in collecting the relevant information yet there
are always present some limitations under which researcher has to work.
Here following are some limitations under which I had to work to as shown
below:
1. Limited time: There was limited time in which this project has to
Nalgonda
personal information
RESEARCH METHODOLOGY:
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Research methodology describes how the research study was
design, and method of data collection, the sampling method and the tools
used.
SAMPLE DESIGN:
Geographical area:
The study is conducted in Nalgonda.
Duration of project:
The duration of project work is about 45 days
Population:
Population for this research is set of customers those who are using
with Bsnl in Nalgonda.
Sample units:
The sampling units used by the researcher for this research, are those
who are using with Bsnl.
Sample size:
The number of samples collected by the researcher is 100 customers.
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Sampling procedure / Sampling method:
The sampling method used for this study is convenience sampling,
SOURCE OF DATA
Primary data:
The researcher collected both by direct survey from the dealer’s
Secondary data:
Here the researcher collected secondary data from the company
RESEARCH INSTRUMENT:
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Research instrument used for data collecting is questionnaire and
interview schedule.
Questionnaire
The questionnaire is prepared in a well-structured and non disguised
Interview Schedule
The interview method of collecting data involves presentation of oral-verbal
stimuli and reply in terms of oral-verbal responses. Then the responses are
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The researcher carries out analysis through various statistical tools.
The statistical analysis is useful for drawing inference from the collected
information.
Bar diagrams
Pie charts
INDUSTRY PROFILE:
AUTOMOBILE INDUSTRY:
9
In India there are 100 people per vehicle, while this figure is 82 in china. It
status by 2014.
Industry Overview:
Since the first car rolled out on the streets of Mumbai (then Bombay) in
1898, the automobile industry of India has come a long way. During its early
stages the auto industry was overlooked by the then Government and the
policies were also not favourable.The liberalization policy and various tax
relief’s by the Govt.of India in recent years has made remarkable impacts on
at the pace of around 18% per annum, has become a hot destination for
global auto players like Volvo general motors and ford. A well developed
and India is no exception to it. With the growth of transportation system the
kinds’ o vehicles and can be divided into 03 broad categories. Cars, two-
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SNIPPETS
cars (79%)
market
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India is the fourth largest car market in Asia-recently crossed the 1
million mark.
TWO WHEELERS
would not only help you to impress others, but can go a long way in making
become a part of your life. From helping you to reach the market or the work
likeminded friends, your two-wheeler is always multi tasking for you. Two
wheeler manufacturers are well aware of their rising demand and hence, are
teaming up the market with new products every day. Manufacturers are
targeting low income sections also with some cheap motorbikes as they are
every day. Manufacturers are targeting low income sections also with some
consumers.
1. BAJAJ
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2. HERO HONDA
3. TVS
4. SUZUKI
5. YAMAHA
6. KINETIC
7. ROYAL – ENFIELD
8. HONDA
9. MAHINDRA
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Automobile is one of the largest industries in global market. Being the leader
recognised as one of the drivers of economic growth. During the last decade,
automobile policy for realising the sector's full potential for the economy.
absorb new technologies, aligning itself with the global development and
also to realise its potential in the country. The liberalisation policies have led
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Two-wheeler segment is one of the most important components of the
and mopeds. According to the figures published by SIAM, the share of two-
wheelers in automobile sector in terms of units sold was about 80 per cent
the sector. In the initial years, entry of firms, capacity expansion, choice of
machinery. The lapses in the system had invited fresh policy options that
came into being in late sixties. Amongst these policies, Monopolies and
respectively. This controlling mechanism over the industry resulted in: (a)
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However, the major set of reforms was launched in the year 1991 in
more liberalised and competitive era. Two major results of policy changes
during these years in two-wheeler industry were that the, weaker players
died out giving way to the new entrants and superior products and a sizeable
increase in number of brands entered the market that compelled the firms to
lessened over time, deregulation of the industry has not really resulted in
A Growth Perspective
the post-reform period. In 1991, the share of scooters was about 50 per cent
of the total 2-wheeler demand in the Indian market. Motorcycle and moped
had been experiencing almost equal level of shares in the total number of
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of the total two-wheelers while the shares of scooters and mopeds declined
forecasts had been made using econometric technique along with inputs
Estimations were based on Panel Regression, which takes into account both
time series and cross section variation in data. A panel data of 16 major
states over a period of 5 years ending 1999 was used for the estimation of
for different two-wheeler segments. The projections have been made at all
India and regional levels. Different scenarios have been presented based on
industry. The most likely scenario assumed annual growth rate of Gross
Domestic Product (GDP) to be 5.5 per cent during 2002¬-03 and was
anticipated to increase gradually to 6.5 per cent during 2011¬-12. The all-
India and region-wise projected growth trends for the motorcycles and
scooters are presented. The demand for mopeds is not presented in this
analysis due to its already shrinking status compared to' motorcycles and
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scooters.
which a condition of equilibrium will set the growth path. Another important
thing to keep in mind while interpreting these growth rates is that the
forecast could consider the trend till 1999 and the model could not capture
the recent developments that have taken place in last few years. However,
market for these segments. At the all India level, the demand for motorcycles
will be almost 10 times of that of the scooters. The same in the western
region will be almost 20 times. It is also evident from the table that
motorcycle will find its major market in the western region of the country,
which will account for more than 40 per cent of its total demand. The south
and the north-central region will follow this. The demand for scooters will
be the maximum in the northern region, which will account for more than 50
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The present economic situation of the country makes the scenario brighter
for short-term demand. Real GDP growth was at a high level of 7.4 per cent
during the first quarter of 2004. Both industry and the service sectors have
shown high growth during this period at the rates of 8.0 and 9.5 per cent
respectively. However, poor rainfall last year will pull down the GDP growth
to some extent. Taking into account all these factors along with other leading
export growth, NCAER has projected an average growth of GDP at 6.7 per
cent during the tenth five-year plan. Its mid-term forecast suggests an
expected growth of 7.4 per cent in GDP during 2004-05 to 2008-09. Very
from the lower income group to the middle income group in recent years.
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There is a large untapped market in semi-urban and rural areas of the
groups for various categories of motorcycles and scooters. With the formal
easy loan availability for new as well as used cars, the two-wheeler industry
needs to upgrade its market information system to capture the new market
and to maintain its already existing markets. Availability of easy credit for
two-wheelers in rural and smaller urban areas also requires more focussed
DemandDrivers
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over the past five years. The key demand drivers for the growth of the two-
rural areas;
▪ Increased availability of cheap consumer financing in the past 3-4 years;
▪ Increasing availability of fuel-efficient and low-maintenance models;
▪ Increasing urbanisation, which creates a need for personal transportation;
▪ Changes in the demographic profile;
▪ 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
Some Facts
• Two wheeler segment contributes the largest volume amongst all the
segments in automobile industry
COMPANY PROFILE
22
Yamaha Motors India (YMI) is a 100% subsidiary of Yamaha Motor
well as overseas market. Presently 10 models roll out of these two plants.
Quick Facts
Tel:(91)-(120)-2351193
Yamaha Albaz
Yamaha Crux
Yamaha Gladiator
Yamaha Libero G5
Yamaha MT 01
Yamaha YZF R1
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Company Flashback
1955, has worked. Since beginning to build products that stand out for their
quality wherever they are sold. Over the years, the company has diversified
technologies. Today, the company has extended their products from land to
sea and even into the skies, with manufacturing and business operations that
2 state-of-the art plants, One at Faridabad (Haryana) and the other Surajpur
COMPANY PROFILE
24
About India Yamaha Motor Pvt. Ltd.
Yamaha made its initial foray into India in 1985. Subsequently, it entered
subsidiary of Yamaha Motor Co., Ltd, Japan (YMC). In 2008, Mitsui & Co.,
(IYM)".
Uttar Pradesh and Faridabad in Haryana and produces motorcycles for both
domestic and export markets. With a strong workforce of more than 2,000
SZ-X (153cc), SS125 (123cc), YBR 125 (123cc), YBR 110 (106cc) and
Crux (106cc).
VISION
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To establish YAMAHA as the "exclusive & trusted brand" of customers by
"creating Kando" (touching their hearts) - the first time and every time with
customers".
MISSION
where we can build long term relationships by raising their lifestyle through
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
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ethically and socially in a responsible manner with concerns for the
environment.
value and knowledge across our customers thereby earning the loyalty of our
CORE COMPETENCIES
Customer #1
customer in mind.
Challenging Spirit
Team-work
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We work cohesively with our colleagues as a multi-cultural team built on
We are honest, sincere, open minded, fair & transparent in our dealings. We
CORPORATE PHILOSOPHY.
Yamaha Motor is a company that has worked ever since its founding to build
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 people’s hearts. Our goal has
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always been to provide products that empower each and every customer and
make their lives more fulfilling by offering greater speed, greater mobility
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
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
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SWOT ANALYSIS
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SWOT ANALYSIS FOR INDIA YAMAHA MOTORS
Strength Weaknesses
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FOUNDING HISTORY
Paving the Road to Yamaha Motor Corporation
"I want to carry out trial manufacture of motorcycle engines." It was from
Genichi Kawakami
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Then, in January of 1955 the Hamakita Factory of Nippon Gakki was built
and production began on the YA-1. With confidence in the new direction that
Genichi was taking, Yamaha Motor Co. Ltd. was founded on July 1, 1955.
Genichi Kawakami's history with Yamaha was long and rich. He saw the
of Yamaha becomes a reality in 1980. He also watched bike #20 million roll
off the assembly line in 1982. Genichi passed away on May 25, 2002 yet his
vision lives on through the people and products of Yamaha, throughout the
world.
34
Founded
35
Services electro-hybrid bicycles, boats, sail boats, Water
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Won Novice 250 and 350cc classes of 1st All
Japan Road Race Championship
Motorcycle development operations
transferred from Yamaha Technological
Research Institute to YMC headquarters
The growing world of Yamaha products, for the water, for the land, in town and
into the future
Land
Motorcycles
Commuter Vehicles
Recreational Vehicles
Electro-Hybrid Vehicles
Electro-hybrid bicycles
Water
Boats
Marine Engines
Water Vehicles
Power Products
Power Products
Golf cars, Land cars, Generators, Multipurpose engines, Water pumps, Snow
throwers, etc.
Industrial Products
Automobile Engines
Automobile engines
Aeronautics
Intelligent Machinery
Aqua Environment
Wheelchairs
Customer satisfaction is a concept that more and more companies are putting at the
heart of their strategy, but for this to be successful they’re needs to be clarity about,
what customer satisfaction means and what needs to happen to drive improvement.
Without this, there is a risk that customer satisfaction becomes little more than a
good intention, with confused objectives failing to address the real issues for
customers, one helpful way to look at the problem is to rephrase the objectives: set
the sights on helping the customers meet their goals.
CUSTOMER SATISFACTION
Many organizations have not got a clue about the customers perceive the
is no other option and they would prefer to purchase what you are offering
expectations may change customer tastes may move on. If standards don’t
rise and service evolve and then download sales will appear.
A worse situation arises when the organizations haven’t got a clue of the
customer’s perceptions but think they have. Another situation is when the
organization don’t have clue of their customers perception and don’t care
either the org may believe that it is in a monopoly situation and its customers
can’t go else where. Sometimes organizations believe that it know best what
customer should want and therefore supply them with a centrally designed
product.
If resultant product or service has defects, then it is perceived to be a
problem for the customer. Some orgs solicit customer feed back or it way
back is in the case of organizations, which helps the orgs to determine how
efficiently it is solving the customer and determine customer satisfaction.
Pleased or delighted.
Expectations of a buyer are formed on any of the following ways.
Buyer past experience.
Statements by friends
Associates
Marketer
Promise
Companies seeking to win in today’s markets track their customer’s
Expectations, perceived company performance and customer satisfaction.
They must monitor the aspects of their competitors as well.
They key to customer retention is customer satisfaction a satisfied customer
is one who:
Buy more and stays loyal, longer.
Buys additional products as the company introduces and upgrades products
Pays less attention to competing brands and advertisement
Fewer prices sensitive
Offers products or services, ideas to company
Costs less to serve the customers so transactions are routed
Thus a company would be wise to regularly measure customer satisfaction
company should enquiry from its recent buyers and determine how many are
Highly satisfied
Somewhat satisfied
Indifferent
Somewhat dissatisfied
Highly dissatisfied
It should find out the major factors in customer satisfaction and
high customer satisfaction rating make sure that their target markets know it;
development.
The company as many stock holders including employees, dealers and stock
holders.
Spending more to increase customer satisfaction would direct funds from
constrains of its total resources. Here we see that an org has to look n the
satisfaction.
Customer satisfaction is the extent to which a product perceived
they can deliver, then delivering more than they promise. Highly satisfied
customers produce several benefits for the company. Satisfied customers are
fewer prices sensitive. They talk favorably to others about the company and
its products and remain loyal for a longer period. However, the relationship
important that these which the company produces should satisfy the needs of
customers.
customer satisfaction.
To examine and analyses the reason for customer dissatisfaction if any and
producing high quality products, where quality was defined by the company
internal standards.
However, it is now recognized that a company’s competitiveness is jointly
perceptions are loyal customers. That is they buy more, more often and are
willing to any pay more higher prices. Also to the extent that customers view
must have a committed customer base that will back that commitment with
ITSELF:
What you actually do for customer is going to be the key determines of
customer perception. In this case we see that the design of the products
especially concerning the trade offs between cost and customer. Little is
and often the sales. A strong successful design increase confidence of front
staff, which a poor design makes them defensive, bad design places
Brokers.
ATTITIDUES: Every one in the frontline roles.
Ex: Receptionist etc. like.
Courtesy and helpfulness
Level of technical knowledge
Are they interested in the needs of the customer or merely selling?
C) VARIABLES RELATED TO AFTER SALES:
This significant aspect with regard to after sales
Support services covering traditional after sales activity such as warranties,
SATISFACTION:
COMPLAINTS SUGGESTIONS SYSTEM: A customer centered org
would male it easy for it’s customers to deliver suggestions and complaints
calls to find out how they feel about the rating aspects of the company’s
performance.
GHOST SHOPPING:
Another way to measure customer satisfaction is to hire persons to pose as
potential buyers to report their findings okay strong and weak point they
can themselves pose as shoppers and experience firsthand, the treatment they
receive as customer.
LOST CUSTOMER ANALYSIS:
A Company should contact customer, who have stopped buying, or who
important to conduct exit interview but also to monitor the indication that
18-25 years 16 16
25-30 years 24 24
30-35 years 22 22
Above 35 years 38 38
Total 100 100
40
35
30 18-25years
25 25-30years
20 30-35years
15 above 35
10
5
0
INTERPRETATION:
From the above table shows that the respondents of the age group of years above 35 i.e.
38, the next group is 25-30 years i.e.24, the remaining age groups are30-35and 18-25
45
40
35
employees
30
business
25
student
20
others
15
10
5
0
INTERPRETATION:
The above table represent that the employee respondents are in the study having 44, the
3. How do income wise customers show their interest towards motor bike?
a) Rs. 25,000 b) Between Rs.25, 000 to 50,000
c) Between Rs.50, 000 to 1, 00,000 d) More than Rs.1, 00, 000
45
40
35 25,000
30 25,000-50,000
25
50,000-1,00,000
20
above1,00,000
15
10
5
0
INTERPRETATION:
The above table reflects that the between. 25,000 to 50,000 numbers of
respondents in the study having 42, the next numbers are 50,000-1, 00,000 and up
to 25,000 having 24 and next followed by more than 1, 00,000respodents i.e. 10.
35
30
Alba
25 Crux
Gladiat
20 or
Libero
15
G5
10
INTERPRETATION:
The above table shows that the respondents are having Libero G5 models are 34,
Gladiator models are 24, Alba models are 22, and Crux models are 20.
35 mileage
30
brand image
25
20
style
15
10 low maintenance
INERPRETAION:
The above table shows that the number of respondents are given preference to
brand image is 40, next preference given to style is 24, next preference to low
6. At the time delivery, were the operating controls (switches and lavers) and
basic Mechanical functionalities of the bike explained to you?
a) Yes b) No
YES
NO
YES; 100
INTERPRETATION:
The following table shows that the respondents are at the time of delivery were the
bike operating control and the service schedule explained by showroom employees
yes is 100, no is 0
YES
NO
YES; 100
INTERPRETATION:
The following table shows that the respondents are at the time of purchase were the
a) Yes b) No
Yes
No
INTERPRETATION:
The above table shows that the respondents are yes is 75, No is 25.
9. Are you satisfied with the sales and service promotion of SaiRam Motors?
a) Highly Satisfied b) Satisfied
c) Moderate d) Dissatisfied
TABLE:
GRAPH:
Response
Dissatisfied
2.00% Highly Satisfied
Moderate
24.00% Satisfied
Highly Satisfied Moderate
40.00% Dissatisfied
Satisfied
34.00%
INTERPRETATION:
About 40% of the customers are Highly Satisfied toward the sales and service
customers are Moderate and remaining 02% are dissatisfied towards the sales and
10. Which company do you think provides better after sale service?
a) Yamaha b) Others
Yamaha
Others
INTERPRETATION:
The above table shows that 55% of respondents said Yamaha is provides better
after sales services and remaining are 45% said other brands.
GRAPH:
Response
NO
24.00% YES
NO
YES
76.00%
INTERPRETATION:
12. Did any of our staff, contact you after the delivery of new bike to ensure every
a) Yes b) No
respondents
1. YES 85 85%
2. NO 15 15%
Total 100 100
Response
Yes
No
INTERPRETATION:
The above table shows that the respondents are yes is 85, No is 15.
13. Assuming you were to buy another Yamaha bike today, how likely are to buy
o respondents respondents
1. Definitely 40 40%
2. Probably 34 34%
3. Might not 24 24%
4. Definitely 02 02%
not
Total 100 100
40
35
30 Definitely
25 Probably
Might not
20
Definitely
15 not
10
INTERPRETATION:
About 40% of the customers are definitely buy the Yamaha sairam motors, 34% of
customers are probably, 24% of customers are Might not and remaining 02% are
definitely not.
__________________________________________________________________
FINDINGS:
The above table shows that the respondents are having Libero G5 models are
34, Gladiator models are 24, Alba models are 22, and Crux models are 20.
Most of the customers’ rated that the Quality of Yamaha is very good.
Yamaha is Service.
Most of the Dealers also deal with other brands to satisfy the need of various
customers.
SUGGESTIONS:
Most of the customers report price is below the satisfactory level for the
product.
CONCLUSIONS
Yamaha is one of the fast moving brands in Andhra Pradesh. The company is
holding a good market share which is the result of efforts made by the company
management and the executives.
bike?
3. How do income wise customers show their interest towards motor bike?
6. At the time delivery, were the operating controls (switches and lavers) and basic
a) Yes b) No
a) Yes b) No
a) Yes b) No
9. Are you satisfied with the sales and service promotion of SaiRam Motors?
c) Moderate d) Dissatisfied
10. Which company do you think provides better after sale service?
a) Yamaha b) Others
Timings:
12. Did any of our staff, contact you after the delivery of new bike to ensure every
a) Yes b) No
13. Assuming you were to buy another Yamaha bike today, how likely are to buy
__________________________________________________________________
BIBLIOGRAPHY
WEB SITES:
WWW.YAMAHA.COM
WWW.ENCYCLOPEDIA.COM